Small business owners, regardless of our line of work and our clientele, always have a shortage of time.

When our businesses are running somewhat effectively and we have enough income, we can hire others to help us get things done. One of the major time-consuming, but critical task in every business is marketing. That is why, frankly, K2M exists: to take on those time-consuming tasks so that our clients can focus on what they do best, whether it’s selling their products, serving their patients or supporting their clients.

One of the aspects of our work that we are putting more time into is creating a transparent reporting system for our clients. Every client (not just ours) who hires a marketing firm needs to know how their money is being utilized, what tangible results can be traced to marketing dollars, and where future monies should be directed or, if necessary, redirected.

Our reporting system is our own marketing report card. We thought we would share some elements of our report card. Use it to grade us or whomever you have entrusted with your marketing:

• Research: How well does the marketing firm understand your line of work, your employees, your customers, your competition and your challenges?
• Customer Service: How “reachable” is your marketing firm? Can you get answers and responses in a timely manner? Are matters resolved?
• Brand Health? How attentive is your marketing specialist to your brand identity, in terms of logo usage, staying on message and creating marketing tools?
• Social Media Presence: What is the quantity and quality of your social media presence? Are you utilizing the correct platforms? Do you have any data to indicate what the status and health of your “reach” is?
• Strategic Planning: Do you have regular contact with your marketing professionals to talk about future marketing, whether it is about spending money, changes or growth in your business, new directions and phasing out old projects?
• Integrating Marketing: Does your marketing professional give you advice and input about ways to conduct your business that also improve your marketing posture?

Marketing is complicated and ever-changing. For it to work well, you and your marketing professional have to communicate effectively, plan regularly and work in tandem with one another.