New Business Prospecting

Part
01
of three
Part
01

Social Media / Content Agency Selection Factors

There are many aspects to consider before investing time, money, and resources in a digital marketing agency. Some primary factors SMBs consider when hiring a digital/content marketing agency include their marketing goals, industry experience, agency’s history and reputation, services offered, and agency size.

Marketing Goals

Industry Experience

Agency’s History and Reputation

Services Offered

  • SMBs should know the services digital marketing agencies offers before they hire them.
  • It is necessary to agree on a deal that an SMB is certain about what is going to be achieved.
  • An SMB has to look at the packages a digital marketing agency offers and evaluate the nature of services they offer to their clientele.
  • Services offered by a digital marketing agency is a key consideration because it helps an SMB to choose marketing services that are viable and achievable.
  • It is a good practice to hire a digital marketing agency that has several categories of marketing services.

Agency Size

Research Strategy

To find information about the primary factors SMBs consider when hiring a digital/content marketing agency, the research team consulted trusted articles, websites, and blogs. Factors were considered to be key considerations if they affect SMBs’ choices and decisions on the type, size, and quality of a digital marketing agency to hire. Based on the criteria and from these resources, marketing goals, industry experience, agency’s history and reputation, services offered, and agency size were identified as some primary factors SMBs consider when hiring a digital/content marketing agency.

Part
02
of three
Part
02

SMB New Marketing Hire Examples: Healthy Snacks

Examples of health-food based companies in the United States, with some focus on New York-based companies, that have recently hired a new brand manager or marketing manager include the Daily Harvest, Good Source Foods, Tiny Organics, Sir Kensington's, and Kencko.

Daily Harvest

  • Daily Harvest is a delivery service that partners with farmers to provide organic, fruit, and vegetable filled recipes created by top-of-the-line chefs, which are delivered to customers' doors.
  • The company launched in 2016 and has since become one of the fastest-growing direct-to-consumer brands. It was named one of Fast Company’s "World's Most Innovative Companies" in 2018.
  • They are located in New York City and have a company size of approximately 51-200 people.
  • Mark Bufalini is the VP of marketing at Daily Harvest.

Good Source Foods

Tiny Organics

  • Tiny Organics is a New York-based company that sells food for baby’s and toddler’s developmental milestones.
  • The food is 100% organic, plant-based, and free of the Big 8 allergens.
  • Mary Pederson is the company's social media and content coordinator, which entails maintaining the social and email aspect of the marketing communications calendar, designing and implementing direct email marketing campaigns, and growing the Tiny Organics email list.
  • She has been in this position for 7 months, from 2019 to present.

Sir Kensington's

  • Sir Kensington's is a company that sells non-GMO project verified and egg certified humane free-range condiments.
  • Erika Carlstrom is the company's field marketing manager.
  • She increased YOY ROI 52% for Sir Kensington's in the Southern Pacific Region in seven months.

Kencko

  • Kencko is a New York-based company that aims to minimize the waste of fruits and vegetables by turning them into a shelf-stable product.
  • Maggie Harriman is Kencko's social media manager. Her achievements include increasing engagement with the email campaigns by 3x and developing targeted acquisition campaigns that drove enrollment for a key enterprise partner up from 46% to over 86%.

Research Strategy

To begin our research, we evaluated a reputable source's findings using their analytics platform that organizes financial and operating data to provide company profiles. To complete the list, we utilized a source's information on the given company's employee and promotional information. After extensive research, we were unable to find companies limited to the scope of New York City, however, they are all located within the United States. The companies listed above were selected specifically because they have either been launched within the last 4 years or the employee size is less than 100.

We also could not find the exact hire dates for some of the marketing hires. To find this information, we searched through the identified companies' websites, social media channels, and blogs to see if they released any announcements of new hires in the specified positions that included the date. We also searched for press releases addressing any of the new hires. Additionally, we searched the individual social media channels of each new hire in the brand manager, marketing manager, or senior brand/marketing positions, including LinkedIn. However, we were unable to find any mention of them that included the date of the hire or length of time some of the individuals have been with the company.

Part
03
of three
Part
03

SMB New Marketing Hire Examples: Jewelry

SMB companies that recently hired a new brand manager, marketing manager, or senior brand or marketing person include Temple St. Clair, Mociun, Aurate, and Greenwich St. Jewelers. Out of the five identified SMBs, four are located in New York. All new hires and internal promotions took place within the past 12 months (February 2019-January 2020).

Temple St. Clair

  • Temple St. Clair is in New York.
  • The company has between 11-50 employees.
  • Before her promotion to the office of the Sr. Director, eCommerce & Marketing at Temple St. Clair, Olga Rei was the Sr. Director, eCommerce & Marketing of the company.
  • Her approximate hire date was June 2019.

Mociun

  • Mociun is in New York.
  • The company has between 11-50 employees.
  • Before her promotion to the office of Head of Marketing & Ecommerce at Mociun, Erica Chen was the Marketing Manager of the company.
  • Her approximate hire date was April 2019.

Aurate

  • Aurate is in New York.
  • The company has between 11-50 employees.
  • Before her promotion to the office VP of Digital Marketing at Aurate, Daria Lupinacci was the SVP, Marketing of the company.
  • Lupinacci's approximate hire date was June 2019.
  • Before her appointment as the Brand Director of Aurate, Katherine Carroll was in Marketing with Assouline Publishing.
  • Her approximate hire date was February 2019.

CH Premier Jewelers

  • CH Premier Jewelers is in Santa Clara, California.
  • The company has between 51-200 employees, with only 17 on LinkedIn.
  • Before her appointment as the Director of Marketing of CH Premier Jewelers, Helen Siu was the Marketing Manager at HG Plus Consulting Inc.
  • Her approximate hire date was February 2019.

Greenwich St. Jewelers

  • Greenwich St. Jewelers is in New York.
  • The company has between 11-50 employees. Greenwich has no one occupying the position of Brand or Marketing Manager at the moment.
  • Before her promotion to the office of Social Media Marketing Manager at Greenwich St. Jewelers, Grace Barretti was the Digital Sales and Marketing Coordinator of the company.
  • Her approximate hire date was January 2020.

Research Strategy

It was difficult identifying small and midsize businesses (SMBs) in the jewelry industry that have recently hired a new brand manager, marketing manager, or senior brand or marketing person. Based on our extensive research, we found that many SMBs in this category are either run as a one-man business or as mom-and-pop retail outlets. After a herculean search across many databases, we got lucky with some findings. We identified five companies that have between 11-50 employees and one with 51-200 employees. The latter was included because there was no hard fact to suggest that its employees are over 100. Besides, only 17 of its employees were available on LinkedIn. We considered Grace Barretti a senior brand and marketing person because the job description for the vacant position of Marketing Director at Greenwich St. Jewelers is similar to what she is doing for the company across social media platforms.

We included two personalities for Aurate because the company recently hired a brand director and promoted one of its own to SVP, Marketing, both activities within the past 12 months. For this request, we determined the past 12 months as the period between February 2019-January 2020.
Sources
Sources