6 years ago, marketing agency 4 C Marketing began from a laptop on a kitchen table in June 2013. The years have flown by and been filled with some fantastic client projects, great memories and brilliant people.
Founder Caroline Saunders takes time out to reflect on everything the agency has achieved.
“Looking back, starting and running my own business has been a fantastic experience. I have certainly learned some valuable business lessons along the way.
It is possible to work flexibly and effectively
This is a struggle that many people, especially parents, face every day. I feel very lucky that over the past 6 years I have managed to run my marketing agency business working flexibly around my family. I have been able to attend nativity plays, Easter concerts and school trips without having to ask permission. Sometimes I miss the regular pay slip of employment, but listening to friends and contacts, I know that flexibility is something salaries can’t buy. I have even made time to volunteer at our local school, to help other children in their learning. I have been able to balance work and family life, yet still use the marketing and PR skills I spent years gaining in my corporate career.
It’s not what you know, it’s who you know
For many brands, especially consumer brands, social media is vital. It can be a direct sales channel as well as a way to build relationships with existing and prospective customers. But despite all that, personal referrals have been a huge part of my business. Most of my clients have come because I either met them at a networking event or because an existing client recommended me to them. One company came to me three years after I first met with them, saying they were now ready to engage my services! You never know how or when investment in relationships will pay off. But certainly, in my business, it has.
Running a business can be tough
Setting up a new business isn’t easy. You might be an expert in your field, but you might not know anything about running a business. Even without directly employing staff (and all the legal and HR implications go with that), as a business owner, you still have to worry about insurance and contracts. About cybersecurity and GDPR. There isn’t an IT department or a legal department for that. You have to learn quickly, take responsibility and be confident to ask others for help when needed, to ensure you get it right.
Kindness has an important role in business
I remember attending my first networking meeting back in June 2013, introducing myself as a marketing consultant who was just starting out freelance. Another marketing consultant in the room walked over to me once everyone had done their ’60 seconds’ and said: “So you’re the competition.” I was quite taken aback but used all my diplomacy skills to start a conversation. 15 minutes later we had got to know each other better, recognised that we both had similar but different sets of skills, and valid contributions to make. I am a firm believer in collaboration not competition. We can all work together to support each other.
Even marketers aren’t always very good at marketing
Advising other companies on their marketing? It’s what I do. Implementing marketing activities and raising awareness of my fantastic clients? My bread and butter. But when it comes to your own business it’s a whole other ball game. Finding the time to write your own blogs, to keep your website fresh and create engaging content for social media is hard. I certainly lapsed at points when I was really busy. Client work will always come first. As I often say to clients, being busy with client work is a good thing, and you shouldn’t beat yourself up if marketing gets put off. But still, nurturing your own business for the long term is just as important as completing short term tasks.
Just say yes!
Much of my corporate career was focussed on big business thinking. I was lucky to benefit from thousands of pounds of training investment. I worked with million-pound marketing budgets marketing products to consumers. Yet since starting 4 C Marketing, virtually all of my client work has been Business-to-Business, with very little budget apart from my time. And for some of my clients, I totally understand what a huge investment even just my time is. I have worked for suppliers to the engine oil industry, training and development consultants. For accountants, designers and photographers. Whatever the industry and target audience, the marketing process remains the same. Yet working in all these new industries has allowed me to learn so much. Saying yes to clients can open up opportunities.”
This month we have also been thanking 6 people who have made a huge difference to 4 C Marketing over the past few years. From clients to networking contacts, these people have helped us to develop and grow the business to where it is now. We are looking forward to the next 6 years and all the new clients, contacts and exciting projects it will bring our marketing agency in Dorset. If you’d like your business to be one of those projects please give us a call on 01202 002823 or email hello@4cmarketing.co.uk.