Digital Analytics: A Deep Dive with Emerge Marketing Solutions

A deep dive into digital analytics: digital analytics is the process of collecting, analyzing, and interpreting data about website and marketing performance. It provides valuable insights into user behavior, campaign effectiveness, and overall digital strategy. At Emerge Marketing Solutions, we believe in a data-driven approach to marketing and leverage digital analytics to help our clients achieve their goals.

Google Analytics: Understanding Your Website Visitors

What we’re looking for:

  • Number of Users: How many unique visitors are interacting with your website?
  • Page Views: Which pages are most popular and where are users dropping off?
  • Average Engagement Time: How long are users staying on your site?
  • Top Cities by Users: Where are your website visitors located?
  • Organic Search vs. Paid Search vs. Direct vs. Organic Social vs. Paid Social: How are users finding your website?

Why it matters:

Understanding how users are interacting with your website helps you optimize content, improve user experience, and identify potential areas for growth.

Google Ads: Measuring Campaign Success

What we’re looking for:

  • Impressions: How many times have your ads been seen?
  • Clicks: How many times have users clicked on your ads?
  • Local Actions: How many users have taken local actions, such as calling your business or visiting your store?
  • Search Terms: What keywords are users searching for when they see your ads?

Why it matters:

Tracking these metrics helps you evaluate the effectiveness of your ad campaigns, identify top-performing keywords, and optimize your budget.

Google My Business: Managing Your Online Presence

What we’re looking for:

  • Number of people who viewed your business profile: How many people are finding your business through Google Search?
  • Searches showing your business profile: How often does your business appear in search results?
  • Search terms: What keywords are people using to find your business?
  • Business profile interactions: How are users interacting with your business profile (e.g., clicking on your website, calling your business)?
  • Direction requests: How many people are getting directions to your business?

Why it matters:

Optimizing your Google My Business listing can improve your local SEO and attract more customers.

 

Meta Business Suite: Analyzing Social Media Performance

What we’re looking for:

  • Facebook Follows: Are you gaining followers?
  • Page Visits: How many people are visiting your Facebook and Instagram pages?
  • Post Engagement: Are your posts resonating with your audience?
  • Paid reach: How many people are you reaching through all paid ads?
  • Organic reach: How many people are seeing your content through social shares and algorithms without having to pay additional fees?
  • : For each individual ad, evaluate their effectiveness in reach, content interactions, minutes viewed, paid reach, paid impressions

Why it matters:

Tracking these metrics helps you understand how your social media content is performing, identify your target audience, and measure the effectiveness of your paid advertising or organic campaigns.

 

Emerge Marketing Solutions is committed to providing our clients with actionable insights through digital analytics. By understanding these key metrics, you can make data-driven decisions to improve your marketing strategy and achieve your business goals.

 Want to learn more about digital analytics and how it can benefit your business? Contact us today to schedule a one-on-one training or a group session tailored to your specific needs.

 

Revitalizing Rural Iowa and Igniting Your Potential

Hey everyone, Shelly Greving here, owner and visionary for Emerge Marketing Solutions. Today, I want to talk about our core mission at Emerge: revitalizing rural Iowa.

What exactly does “revitalization” mean? It’s not about some generic makeover. It’s about unearthing the value that already exists in our communities, hidden beneath the surface of everyday life along these quiet back roads.

At Emerge, we see this value everywhere. We see it in the passionate business owners who serve our communities. We see it in the strong leaders and engaged citizens who carry the torch for future generations. We see it in our schools, brimming with potential, and in our hospitals, playing a vital role in keeping everyone healthy.

Here’s how we activate this potential at Emerge:

  • Empowering Businesses: We help local businesses understand their customers, both near and far, and develop strategic marketing plans and creative efforts to reach them.
  • Building Strong Leaders: We serve as mentors and role models, inspiring others to step up and lead our communities forward.
  • Bridging the Gap Between Education and Workforce: We encourage collaboration between schools, communities, and businesses, ensuring our students and businesses are well-equipped for the future workforce.
  • Strengthening Healthcare: We help hospitals understand their role in fostering a healthy community and the importance of keeping quality healthcare local.
  • Reinvigorating Local Organizations: We work with chambers of commerce, economic development organizations, tourism organizations, non-profits, and city leaders to help them tap into their potential, create a vision for the future, and reignite volunteerism.

Our Core Mission at Emerge: Revitalizing Rural Iowa

Most importantly, Emerge is about celebrating who we are in rural Iowa. We’re proud of our humble roots and the resilient spirit that defines rural America. We believe this is the heart of the American dream, and we want to share it with the world.

At Emerge, we believe in the unmatched potential of rural Iowa. Join us as we emerge from the comfort of our shell and unleash it together.

 

Small Towns: The Heartbeat of America

Small Towns: The Heartbeat of America

While big cities typically steal the spotlight, there’s a quiet magic to small towns, especially those sprinkled across the golden plains of Iowa. These communities are more than just places on a map; they’re vibrant locations where everyone plays a role. Here’s why small towns, like those in Iowa, are the unsung heroes of American life.

The Power of Neighbors Helping Neighbors:

In small towns, volunteers are the foundation. From coaches cheering on little league teams to helping hands at a local church or food pantry, these acts of kindness keep communities running. Residents come together for park clean-up days, ensuring beautiful green spaces for everyone to enjoy. This kind of hands-on involvement fosters a sense of shared responsibility and pride in where you live.

Local Businesses: The Pillars of Community

Small-town businesses are more than just storefronts; they’re community partners. By financially supporting local organizations and initiatives, they ensure there are engaging activities for all ages. This creates a sense of belonging and provides essential services for residents. Think movie nights in the park sponsored by the local bank, or art supplies for the school funded by the hardware store. It’s this kind of local investment that keeps the heart of the community beating.

Looking Out for Each Other: A Tight-Knit Community

Small towns offer a unique sense of community. Neighbors know each other, and when someone is facing adversity, the whole town rallies. A casserole appears on the doorstep for a family going through a health crisis, or a fundraiser is organized to help someone experiencing financial hardship. This genuine concern for one another strengthens the social fabric and creates a safety net for those in need.

Wearing Many Hats: A Diverse Range of Activities

One of the hidden advantages of small towns is the sheer variety of activities available. Students and adults alike can be involved in a multitude of organizations. From sports leagues and theater productions to historical societies and book clubs, there’s something for everyone. This allows individuals to explore their interests, develop new skills, and connect with others who share their passions.

In a world that often feels impersonal, small towns offer a refreshing alternative. They’re a testament to the power of community, where neighbors become friends, and everyone contributes to a shared sense of well-being. So next time you drive through a charming Iowa town, take a moment to appreciate the small-town spirit that makes these places so special.

Why We Created ‘Evolution of the Heartland’

While the magic of small towns is undeniable to those who experience it firsthand, capturing that essence and conveying it to outsiders can be a challenge. That’s why we created ‘Evolution of the Heartland’. We know there’s a misconception that there’s “nothing to do” in small towns. Evolution of the Heartland aims to disprove that stereotype by showcasing the unique assets that set these communities apart.

Here’s what makes small towns in Iowa, and the Evolution of the Heartland initiative, so special:

  • Experiences You Can’t Find Anywhere Else: Evolution of the Heartland isn’t about cookie-cutter experiences you can find anywhere. It’s about immersing yourself in the unique character of each community. Imagine touring a cutting-edge agricultural operation, and then sampling delicious local cuisine made with farm-to-table ingredients. Or picture yourself volunteering alongside friendly residents at a community park clean-up day, followed by an evening stroll through a community farmer’s market that features many locally-owned businesses. These are the kinds of authentic experiences offered by Evolution of the Heartland.
  • A Celebration of Innovation and Entrepreneurship: Small towns in Iowa aren’t stuck in the past. Evolution of the Heartland highlights the dynamism and innovation happening in these communities. From sustainable farming practices to thriving small businesses, there’s a spirit of progress that fuels the local economy and creates a vibrant environment.
  • Strong Agricultural Roots, High Quality of Life: The rich agricultural heritage of Iowa is a cornerstone of its small towns. Evolution of the Heartland connects you to these roots, showcasing the dedication to producing high-quality food, fuel, and fiber, while fostering a strong sense of community. The focus on quality of life and the pursuit of a balanced and healthy lifestyle is often envied by city dwellers.

Evolution of the Heartland goes beyond showcasing attractions; it’s about capturing the essence of small-town life. It’s about the feeling of belonging, the chance to get involved, and the opportunity to experience a unique way of life. If you’re curious to discover the heartland’s hidden potential, head to https://www.evolutionoftheheartland.com/ and see for yourself why small towns in Iowa are anything but ordinary.

Maximizing Sales: Understanding the Customer Journey

When it comes to business, success hinges on more than just having a great product or service. Understanding where your customers and prospects stand in the sales pipeline and tailoring your marketing efforts accordingly is crucial for sustainable growth. Today we dive into why this understanding is essential for business and explore a few effective strategies for each stage of the sales pipeline.

Awareness

At this stage, potential customers may not even realize they have a problem that your product or service can solve. Marketing efforts should focus on raising brand awareness and capturing attention. Examples include:

  • Social media advertising campaigns to reach a broader audience.
  • Content marketing through blogs, videos, or infographics to educate and engage.

Knowledge

Once aware, customers seek information to understand their options better. Provide valuable content to educate them about your offerings. Strategies could include:

  • Hosting webinars or workshops to showcase expertise and product features.
  • Creating detailed product guides or comparison sheets to assist in decision-making.

Consideration

Prospects are weighing their options and comparing different solutions. It’s essential to stand out and showcase the unique value your business provides. Examples of targeted marketing efforts include:

  • Offering free trials or demos to allow prospects to experience the product firsthand.
  • Sending personalized email campaigns with case studies or testimonials highlighting success stories.

Selection

At this critical juncture, prospects are ready to make a decision and purchase. Ensure your marketing efforts reinforce confidence in choosing your product or service. Strategies may involve:

  • Providing limited-time discounts or exclusive offers to incentivize purchase.
  • Offering flexible payment options or guarantees to reduce perceived risk.

Loyalty

After the sale, focus shifts to retaining customers and fostering loyalty. Engage with them to encourage repeat business and advocacy. Effective strategies include:

  • Implementing a customer loyalty program with rewards or discounts for repeat purchases.
  • Sending personalized thank-you emails or follow-up surveys to gather feedback and show appreciation.

Advocacy

Satisfied customers can become your brand ambassadors, driving new business through referrals and positive reviews. Nurture these relationships to harness their advocacy. Tactics could include:

  • Encouraging user-generated content through social media contests or hashtags.
  • Implementing a referral program offering rewards for successful referrals.

Understanding where your customers and prospects are in the sales pipeline empowers you to tailor your marketing efforts effectively. While social media can be an easy way to engage people inexpensively, it might not be hitting your customers in the most effective way. By developing a targeted marketing plan aligned with each stage of the customer journey, you can maximize engagement, conversions, and long-term success for your business.

 

Emerge Tourism Awards

Emerge Marketing Solutions was awarded the ‘Outstanding Marketing Collaboration’ award and the ‘Outstanding Social Media Execution’ award for their work with Evolution of the Heartland at the 2024 Iowa Tourism Conference hosted by Travel Iowa on March 20th.

“It was quite an honor and surprise to receive these two awards from Travel Iowa,” said Emerge Marketing Solutions Owner & visionary leader behind Evolution of the Heartland. “We want to thank all the partners who have believed in us enough to invest in our cause and make this vision a reality for rural Iowa. We truly wouldn’t have been able to get this far without them. After attending this year’s Iowa Tourism conference, I recognize that we have arrived, rural Iowa!! There has never been a better time to showcase the evolution of the heartland.”

Emerge received the first award on behalf of the marketing collaborations between Travel Iowa; Iowa Farm Bureau (including Audubon, Shelby, & Carroll County Farm Bureau); Community Foundation of Southwest Iowa; Iowa commodity groups: Iowa Corn, Iowa Beef Industry Council, Iowa Pork Producers Association, Iowa Turkey Federation, and the Iowa Food & Family Project (Iowa Soybean Association); local community organizations: the City of Manning, Audubon County Economic Development & Tourism, Main Street Manning, Manning Hausbarn Heritage Park, Audubon County Fairgrounds, Nathaniel Hamlin Museum; various influencers: the Farm Babe, Michelle Miller, Darcy Maulsby, Olio in Iowa – Megan Bannister, Des Moines Parent – Erin Huiatt, and Ceara Kirkpatrick; and 15 private tour locations on local farms and agricultural businesses in the Manning, Audubon, Carroll, and Templeton area.

Evolution of the Heartland

“We wanted to create and implement an authentic agritourism experience that highlights rural Iowa in a way that no one has been able to effectively do before,” said Greving. “Our ultimate goal is to gain exposure for the evolving rural Iowa; change perceptions of rural life and agriculture; create awareness of opportunities to visit, play, work, and live in Iowa where there’s an exceptional quality of life; and ultimately inspire others to pursue the American dream right here in Iowa.”

Through multiple local and statewide strategic partnerships and sponsorships, the inaugural Evolution of the Heartland event was held on August 31, 2022, at the primary host site of the Manning Hausbarn Heritage Park. The second annual event was hosted by Manning/Audubon on August 3, 2023. With more than 90% of Iowa being comprised of rural communities, Greving emphasized the importance of this initiative going beyond one or two communities. So, the Emerge Marketing team is working to bring Evolution of the Heartland to more rural communities in Iowa and scale the experience statewide in the next five years.

Their vision to replicate the agritourism event across the state so that even more rural communities can benefit is already becoming a reality. This year, four Iowa communities will host an Evolution of the Heartland experience: DeWitt on July 25th, Stanton on September 12th, Coon Rapids on September 26th, and Manning on October 3rd. Registration for all events opens on May 1st and is limited to 50 people for each location. Registration will close three weeks before each event or when all spots have been reserved. Early bird registration features a $25 discount per person and ends June 1st. Participants can sign up to be notified when registration opens at www.evolutionoftheheartland.com.

Emerge Marketing Solutions

Emerge Marketing is a local marketing organization owned by Shelly Greving of Manning. Greving, along with her team, including Katie Lange (Sextro, originally from Manning), Claire Zaiger (Olsen, originally from Audubon), and Annie Greve (Carroll) work to revitalize rural Iowa and support communities, non-profits, and businesses that make up the fabric of Iowa’s small towns through a variety of marketing services including brand development, business consulting, digital marketing, fundraising, social media management, strategic planning, video production, website development, and more.

This marks the third year in a row that Emerge has received a Travel Iowa Award, specifically the Social Media Execution Award. In 2022 they won for their video series promoting rural Iowa communities, ‘Off the Beaten Path in Iowa’; in 2023 for their digital promotions for Wright County Fair, and now for their Evolution of the Heartland social media marketing efforts. Emerge has received additional awards on behalf of their clients in previous years, including: ‘Outstanding Niche Market Initiative’ for their Look Local First initiative with DeWitt Chamber & Development Company in 2017 and ‘Outstanding Promotional Material’ for their social media marketing for the Manning Hausbarn-Heritage Park in 2017.

“I am so grateful to our talented Emerge team who have worked tirelessly to showcase our rural communities and take our digital marketing efforts to new levels,” expressed Greving. “So, if you are a visionary leader and passionate about your rural community, reach out to us. Agritourism is one of Iowa’s priority areas that was highlighted at the conference, and there has never been a better time for our small towns to shine. I can’t wait to see what the future has in store for our rural communities.”

To learn more about Evolution of the Heartland or Emerge Marketing Solutions, contact Shelly Greving at (712) 292-6875 or shelly@em3rgemarketing.com.

 

Our Work From Home Favorites

Here are some tangible things we love about working from home! Maybe you’ll find something here that you love too – or something new to try!

This Standing desk  |  My supportive but very lazy co-worker  |  Unlimited access to snacks (Bubblr, almonds, Cheez-Its, or anything chocolate!)  |  Taking lunch break walks around the lake  |  A cute planner like this one | Flexibility!

A cute Planner & sketchbook  |  This Standing desk  |  A good playlist or podcast  |  Working from a local coffee shop or making homemade iced lattes with these Glasses and Straws

These Cozy Slippers  |  Freshly Ground Coffee from The Market Place  |  Teams calls with my Emerge team (especially when we turn on our cameras!!)  |  Breaks with views from the deck and walks to see the animals!  |  My Black Book to keep me organized

Hugs from my kids  |  Cozy blankets while I work  |  Being able to see what is going on out my window  |  This Heated desk pad

 

Interested in building a remote team? Check out this past blog filled with tips for working from home!

Unlock the Power of your Brand with a Digital Marketing Plan

In the dynamic landscape of online interactions, a powerful digital marketing plan is your key to making a lasting impression. Our strategic approach goes beyond mere promotion; it’s a carefully crafted roadmap to elevate your products and services, align with your business identity, and achieve organizational goals. Let’s unlock the full power and potential of your brand with a digital marketing plan! Below is what we offer here at Emerge when it comes to digital marketing plans.

Why Our Digital Marketing Plan Matters:

Strategic Alignment

  • Crafted with precision, our plan strategically aligns your online presence with your business’s overall identity and goals.
  • Ensures that every digital touchpoint resonates with a consistent and impactful brand identity.

First Impressions Count

  • Recognizing that search engines and social media are often the initial touch points for your audience, we design a plan that creates a memorable and impactful first impression across multiple platforms and entry points.

Empower Your Team

  • We provide a common framework that empowers practically anyone to implement social media posting with ease.
  • Reduces the time required to generate content, fostering a consistent, professional identity across platforms.

Targeted Recommendations

  • Tailored recommendations for specific social media platforms and posting strategies based on the unique usage patterns of your target audiences.
  • Maximizes engagement and ensures your brand message reaches the right audience.

Strategic Review and Refinement

  • The plan undergoes regular reviews to refine strategy and adapt to evolving trends.
  • While the basic framework, brand voice, and overall approach remain consistent, we built in flexibility to adapt and evolve your digital presence.

 

What’s Included:

6-12 Month Digital Marketing Plan:

  • A comprehensive strategy designed for sustainable impact over 6-12 months.

Empowering Training Sessions:

  • 1-hour training sessions with your team to ensure seamless and effective plan implementation.
  • Equip your team with the skills to navigate the digital landscape confidently.

Ongoing Consulting Support:

  • 1-hour/month consulting for six months, providing valuable insights, upcoming post recommendations, and strategic guidance.
  • Having our expertise at your fingertips will help you navigate challenges and capitalize on emerging opportunities.

Emerge strengthened in the new year with a memorable digital presence. Our digital marketing plan is not just a checkbox; it’s a transformative journey that empowers your team and elevates your brand online. Ready to embark on this journey together? Let’s shape the future of your digital presence. Contact us today to unleash the power of strategic digital marketing.

February Hidden Gem Round-Up

What is a rural Iowa hidden gem? Someone who keeps us going! Who do you know that is excelling at their craft, going out of their way to be exceptional, and even though they don’t seek it, should be getting some recognition?

Juniper & Olive Co.

“Juniper & Olive Co. – giving small town Iowa a touch of New York City. With all of the gold and whimsical decor you take a step through time when you walk through the door. It’s a one of kind adventure. *clink clink*” Nominated by Jordan R 

We’ve seen Juniper & Olive Co. featured on many Instagram accounts and it looks like the most aesthetic and feminine space! We can’t wait to visit sometime.

Handcrafted FCD

“Handcrafted FCD in Jewell. She’s selling her own handmade creations while offering many other locally made products. Small business helping other small businesses that might not have an outlet for their products!” Nominated by Nicole J

We love supporting local and those who do the same! It sounds like Handcrafted FCD is a must-visit in Jewell, Iowa.

Emerald Benefits

“Paige Witte in Stuart! I love her new space [Emerald Benefits] on Main Street.” Nominated by Shelly G

Paige made a comment regarding Emerald Benefits! “We do employee benefits for small businesses in rural Iowa and our space also is a rental space for small parties of 20-30 people. We’ve been told before that our space is the coolest insurance spot they have seen!” Make sure to check it out the next time you’re in Stuart, Iowa.

Phocas Gardens

“Phocas Gardens in Sac City. Beautiful atmosphere and truly just lovely plants and products.” Nominated by Erin S

Plants, good community, and shopping? Sign us up!!

Know of a hidden gem that needs to be featured?

Comment below or contact us with a short description to nominate a person, business, or organization to be featured as a Hidden Gem! Or follow along on Facebook.

Check back regularly to see who makes the list!

Emerge 2023 Year in Review

As we set out with great visions for 2023, our mission was to keep the light in our eyes and our hearts, and minds ABLAZE.

Now in our 7th year of business, we are humbled to celebrate growth and steady achievements.  It’s not always easy, and there are times we may struggle to see light at the end of the tunnel. However, as we reflect on these accomplishments our Emerge team is reminded daily that we are blessed to be living out our God-given purpose and bringing His light to others through our work. I’m proud of our team and thankful for the past year. It was a year of growth, transitions, and perseverance. We surpassed the majority of our goals and have so much to be thankful for. As we close out the year, we thank you for supporting us along this journey and continuing to share the impact of our work with friends and family

Ablaze

We set out in 2023 with our hearts ablaze, ready to shine, and bring that light to others. With a solid foundation rooted in faith and a team that supports one another, we’ve created a bond that can’t easily be shaken. And for that I am forever grateful. ~ Shelly

7 Years in business

  1. This year Emerge was named as an Iowa Targeted Small Business
  2. We also received the Travel Iowa Rural Social Media Execution Award in collaboration with Wright County Fair!

50 Clients served

  • 11 new clients
  • 36 returning clients
  • 26 proposals sent
  • 20 clients served in December alone
  • 162 Total Clients

6,831 Hours tracked

2,681 Social media deliverables with…

  • 1.985 million Impressions
  • 268,385 Views
  • 237,600 Engagements

8 Brand identities created or refreshed

AMVC Embryo Services, Bellwether Agriculture, Hamlin Feedmill, Hostetler Precison Ag Solutions, Manning Rent-all, RK’s, Simpson & Deardorff, Wright County Fair

4 Custom websites launched 

(Evolution of the Heartland, Simpson & Deardorff, Summit Genetics, RK’s) 4 more in the making!

8 Industries served

Agriculture, Communities, Education, Faith, Healthcare, Non-Profit, Small Business, Tourism

 $233,691 Funds raised for organizations

Manning Regional Healthcare Center, Manning Community Chest, West Central Iowa Healthcare Foundation, Evolution of the Heartland, St. Rose of Lima Gala, City of Manning, IKM-Manning Fine Arts Boosters

$12,043 in Donations & discounted services

We believe in giving back to support non-profits and worthy causes. Every year we choose organizations to make contributions to and offer discounted rates for services.

30 Services provided

Administration, Advertising (newspaper, radio & digital), Brand Development, Concept Development, Consulting, Copywriting, Crisis Communication, Digital Marketing, Event Planning, Fundraising Planning, Grant Research, Grant Writing, Graphic Design, Logo Design, Market Research, Marketing Planning, Media Management, Photography, Print Coordination, Project Management, Proofreading, Public Relations, Social Media Management, Social Media Planning, Technical Support, Marketing/Business Training, Video Production, Video Shoot, Website Development, and Website Training.

12 Speaking engagements

Audubon County Economic Development, Audubon High School, Chariton Kiwanis Club, IKM-Manning High School, Iowa Association of County Fairs, Iowa Rural Development Summit, Leadership Iowa, Manning Rotary, Western Iowa Advantage, Women in Ag event

17 Programs consistently used

Adobe Creative Suite, Asana, Canva, ChatGPT, Dropbox, Gmail, GoDaddy, Google Drive, Influencekit, Jot Form, Localhood, Microsoft Office 365, Podbean, Poll Everywhere, QB Time, Quickbooks, Shutterstock,

100 Digital platforms managed

Facebook (25), Instagram (7), Google (35), Trip Advisor (2), Travel Iowa (2), LinkedIn (2), Pinterest (2), Localhood (2), Spotify (1), Podbean (1), YouTube (5), websites (16)

2 Passion projects

  1. Ignite: Be the Light (sharing our faith)
  2. Evolution of the Heartland (impacting Iowa’s rural communities)

9 Team growth achievements

  • 1 business owner
  • 2 full-time employees
  • 2 part-time employees
  • 2 new babies
  • 2 on the way!

47 New products launched

  1. Evolution of the Heartland & Ignite Be the Light

Other celebrations

  1. A successful maternity leave that our team handled like champs!
  2. Shelly traveled to Europe and the rest of the team enjoyed personal vacations!
  3. Significant time spent on the new Emerge website.
  4. Small & large investments – change is hard, but I upgraded 2 computers, 1 cell phone, and invested in 3 new software programs.
  5. Manning wedding project.

Goals for 2024

  1. Expand Evolution of the Heartland across Iowa
  2. Launch new Emerge website
  3. Launch Emerge e-newsletter
  4. Create a Small Business Summit
  5. Add at least one more full-time team member
  6. 66% revenue growth
 
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The Emerge Business Model – Subcontractors vs Employees

Emerge team members

When I first started Emerge Marketing Solutions, I knew I wanted to utilize a different business model than typical marketing agencies. Priorities for my entrepreneurial journey included:

  1. The flexibility to raise my children and support my family.
  2. Empower women to keep their creative juices flowing whether they have worked their way into management and no longer do the hands-on creative work, want to earn extra money, are taking a leave of absence from the workforce to raise their kids, or simply want a creative outlet.
  3. Provide the strategic and creative marketing services rural businesses, organizations, and communities needed to elevate themselves in the marketplace.
  4. Live and work in rural Iowa, having a successful career charting my own destiny.

Emerge team membersI quickly decided that having a network of subcontractors rather than employees would enable me to start faster, adapt to client needs more efficiently, and allow for the greatest success in starting up the business. Additional advantages of utilizing subcontractors versus employees included:

Cost Efficiency

Subcontractors are typically responsible for their own taxes, insurance, and benefits, which reduced the overhead costs for our company. This made it more cost-effective to work with subcontractors, especially for short-term or project-based work.

Flexibility

I could hire subcontractors on a project-by-project basis, allowing me to scale our workforce up or down as needed. This allowed flexibility for the subcontractor so they could work on projects when they had time and availability and take time off when they were busy.

Specialized Expertise

Each one of our subcontractors have specific expertise or skills in a particular area, such as video production, graphic design, creative writing, or website development, which is valuable for the variety of projects we work on. I was able to tap into their expertise without having to hire a full-time employee for each specific area.

Reduced Administrative Burden

As a small, start-up business, this allowed me to spend less time managing employees (such as administrative tasks including payroll, taxes, benefits, and HR responsibilities) and more time working for our clients. Subcontractors handled these aspects themselves, relieving the company of some administrative burdens.

Geographic Flexibility

Since I had a network of talented creatives from across the state and country, this allowed me to work with them despite their geographic locations. I had also recently moved to a new location in which I didn’t know anyone, so I wasn’t limited to the talent pool in our rural, local area.

Scalability

Subcontractors can be easily added or removed from projects as needed, making it easier for me to scale our operations without having the long-term commitment of hiring permanent employees.

So, with that I set out to engage with many of the creative professionals I had met and worked with over the course of my career.  I enjoyed reconnecting with these professionals and being able to keep in touch with them to hear how their lives and careers were going as well as talk about our vision for the future with Emerge.

What started out as two subcontractors working nights and weekends approximately 10-20 hours per month quickly became five subs and eventually 10 subs. I found out very quickly that I needed to implement effective processes that would streamline the need to send emails or have phone conversations every night about projects we needed support on as well as activate the right people at the right time to do the services we needed so that I wasn’t spending most of my time ‘doing’ instead of ‘leading.’

After year one, we implemented the use of the Asana Project Management system which was a life and time saver. It keeps our team connected, allows all communication for projects to flow through succinct project tasks, and allows everyone involved in various projects or serving a variety of clients to be up to date at any time with the status of projects.

A critical element in the effective implementation of the subcontractor model was that I had built trust and rapport with these professionals, was able to communicate effectively on each project’s needs and client’s vision, and had implemented systems to effectively keep everyone on the same page with project status.

While I never thought I would have employees, as our workload increased and client needs increased, so did our administrative needs. I realized that I needed a full-time employee available to work during the daytime hours. Katie, our first Emerge employee, was hired in January 2020. While her expertise was video production, and that added a new element to our service line, what quickly evolved was her ability to be a project manager.

Today, Emerge now employs two full-time employees providing project management, creative writing, video production, media management, and graphic design services (among many other tasks as assigned), as well as two part-time employees who oversee the administrative duties such as accounting/billing/accounts receivable, sales, and event planning. We also consistently have 3-5 subcontractors working on projects monthly, however our subcontractor needs have waned for the short-term while we effectively scale the business. I anticipate that when project managers are fully-trained and client work-loads increase we will reengage our subcontractor network more fully, making the most use of talented creative professionals across the state and country.