Q: What’s the secret of great content that engages, nurtures and communicates with your target audience?
A: It isn’t about you. It isn’t even about your products and services. It’s about one thing: the customer. What are the benefits for them? Why should they use you? Why are you a better choice than the other options available?
Any form of ‘created’ communication – whether written or visualised – with the aim of attracting, acquiring, engaging and communicating with a clearly defined and understood target audience.
Before we move forward, let’s refer back to the sales funnel. The funnel is instrumental to...
But don’t despair…
Often the most simple and cost-effective ideas can produce the best results.
In fact, there's much you can do which costs very little (apart from your time and application).
So put your credit cards away - here’s my...
Networking online will provide an opportunity to engage with like-minded professionals as well as source new business opportunities and promote your brand.
For example, a film production company may launch a PR campaign to promote their new movie. A smartphone manufacturer can do the same to launch their new product. And an individual can launch a public relations campaign to build their brand.
In the past, PR was largely limited to media such as the TV, Radio, and press. In the last couple of decades, public relations campaigns have been increasingly out in digital ways, using channels such as social media, influencer engagement, and pay-per-click advertising.
If you are hoping to build your personal brand, either to help your career or compliment your business brand, public relations is a powerful tool.
As with any other form of marketing,...
As with any marketing approach, however, measuring results so that you can see how your current strategy is working is critical. Metrics reveal:
If you are a small to medium-size business, spreading your marketing activities too thinly can be counterproductive.
You end up doing nothing well and your message gets diluted. Focusing on a few key social media platforms that work for your business means you can put more effort into them. It also makes the whole business of metrics much easier to understand.
As with any...
Nearly 300 billion emails are sent every day around the world and more than 80% of businesses use it as one of the primary marketing approaches. An email list contains a whole bunch of people who are interested in your business and likely to buy from it or hire your services.
Start-ups and smaller businesses often find it difficult to develop a clear brand that helps them stand out and resonate with potential customers.
Get your brand strategy nailed down and all else should lead from it. It will define the design and feel of your website, for example, and underpin all your marketing activity.
It defines what your business is about to you and your staff as well as your audience.
It’s not just that customers will easily recognize you online or on the high street. Strong brands create emotional connections.
What does that mean? Your customers stick with you and even influence others to buy your products or hire your services. When they see your logo, they have a sense of anticipation.
Strong brands lead to higher sales and more customers.
Here are some stats if you’re not completely convinced:
Unfortunately, it’s not always as simple as that...
Visitor numbers and engagement are some of the most common concerns for businesses with an online presence.
How do you not only become more popular but increase engagement with your site as well? Here are 5 strategies that you can implement right now:
It might seem like a no-brainer but putting in place the right marketing strategy for your business is critical.
According to software firm OutboundEngine, however, half of the businesses don’t have one.
It's surprising how many businesses have a piecemeal approach, dabbling on social media here, trying out some PPC advertising there or writing a few blogs now and again.
If you want more people to visit your site and become customers, you need to:
Of course, this a big question, much along the lines of how long is a piece of string?
Most failing marketing strategies tend to have common problems associated with them, however. Here are my 6 reasons your current marketing strategy isn't working:
By coherent, I mean it doesn’t have joined-up thinking. All parts of your marketing strategy should fit together like a glove and each part needs to have a specific purpose and each part should compliment others.
You need to have a firm goal for what you want your marketing to achieve:
If you’ve always been a bit wary of online statistics about marketing, you’re not alone. There are thousands of them out there and many aren’t true or get misinterpreted.
To help, here are a few I’ve dug out from the many to help inform your 2021 marketing strategy and what they mean.
According to BrightEdge, 68% of experiences online start with a query on a search engine like Google. SEO is still an important part of any marketing strategy. While getting it right takes time and effort it should continue to be a priority for your business in 2021.
SEO essentials for search success: