How to identify and analyse your real competitors

Ahhh!! Competitors!!!

They’re everywhere – doing their thing...

Marketing and selling their products and services in front of your target audience – yes, OUR target audience!!

It’s so frustrating – right?

Well, actually... competitors can also be good for OUR business...

They can be an invaluable source of information and inspiration – and ultimately help us plan our marketing and sales strategies!

How?

To begin, we need to consider who exactly we're competing with...

Initially it may seem obvious who your competitors are. But it’s not always straightforward as so many factors affect customers’ purchase decisions.

For example... thinking like one of your customers, what are their options? Say they work long hours, yes they could purchase from you – but who else offers the same solution? Who offers more? Your competitors may not be the same as you first thought.

If we then take a closer, more in-depth look at which...

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A complete guide to video marketing in 2020

If you’re not using video yet as part of your online marketing strategy, you’re in trouble.

Video is the most popular and effective technique your message across to your audience. Failing to use it is a missed opportunity of the highest order.

The good news is that implementing video marketing is easier than ever before. Platforms like Facebook and YouTube actively encourage it. Marketers have never had so much support.

Knowing where to start, however, can be a challenge. In this guide, we’re going to take an in-depth look at the tips, resources and strategies you should use when embarking on any campaign.

Want to learn more? Read on!

The Importance Of Video Marketing

In case it wasn’t clear from the introduction, video marketing is important. It’s so important, in fact, that Facebook’s EMEA vice president Nicola Mendelsohn has come out and said that he expects video to be the ONLY way that marketers will advertise on the platform by 2021.

Just...

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10 quick and easy tips to spend less and market more!

The prospect of marketing your business can be overwhelming, especially when your budget is tight.

But don’t despair! Often the most simple and cost-effective ideas can produce the best results.

Here are my 10 quick and easy tips to spend less and market more!

  1. Blog – Still one of the most effective ways to share your knowledge and expertise as well as position your brand and extend your reach. Engage with your desired audience in a more informal way - search engines love them too!

  2. Network (Offline) - People buy from people! It’s a two-way process - making connections and building mutually beneficial relationships.

    There are plenty of local and regional networking events from BNI to Network B2B, Chamber of Commerce to FSB. If you can’t find a suitable networking event – why not set up your own?

  3. Network (Online) - Currently over 250,000+ social media groups - region, sector and...
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Stop! Before you spend a penny on your marketing watch this video

 

STOP!

Before you spend a penny on your marketing...

How about doing a quick marketing audit?

Marketing can be an expensive activity for your business, so it's good to know what's working and what isn't long before you invest your hard earned cash.

For a small business, a marketing audit doesn't need to be too in depth, just concentrate on the important factors which have a big impact on your business operations, resources and spend. Such as:

Your target audience

Your proposition

Your marketing channels and tools

Your measurement and control

 

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How to plan your customer journey using touchpoints

Do you know what your ‘customer journey’ looks like?

Or how many touchpoints your audience experiences from being a cold prospect to a warm hot lead?

The customer journey refers to the process someone goes through, from being a member of your target audience to becoming a customer/partner.

And, every person who has an interest in your product or service, will experience that 'journey'.

As business owners, we need to consider each time a person has any form of contact with our brand - more commonly known as a ‘touchpoints’. Research tells us that the average number of touchpoints someone undergoes before they become a customer is eight.

The more targeted touchpoints we can create – the better!

Brand touchpoints can include a wide range of marketing activities including:

The list doesn't need to be too exhaustive, just consider your target audience - who they are, what they do and their pain points (this is where you can offer a solution) and more...

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How to create marketing content that engages, nurtures and communicates with your target audience

Your content: it’s your brand voice and how you speak to customers. More than that, it determines how customers see you and is the ultimate decider of if they continue to engage with you and make the decision to purchase. 

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?

Content is...

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.

Content comes in many forms:

Video     Infographic          Competition      ...

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5 tips to help you develop a healthy and positive business mindset

Is your glass half empty or half full?

Running my business has been (and is) incredibly challenging at times, but the rewards far outweigh the negatives and I wouldn't want it any other way.

However, having coached many business owners, it's no surprise how many have suffered from a negative mindset. This can lead to self-doubt, low confidence and anxiety - which can ultimately affect the performance of your business.

Based on my experience, here's my 5 tips to help you develop a healthy and positive business mindset.

 Set your goals and keep them realistic

Goals are not set to become a whipping-stick when things go wrong, nor are they set to promote failure!

Setting a clear (and achievable) direction for your business will keep you focused and heading in the right direction.

 Recognise your strengths and accept weaknesses

One of my favourite quotes sums this up nicely:

“Growth begins when we begin to accept our weaknesses.” ~ Jean Vanier

Even Superman had...

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How to get more engagement and business leads on social media (video)

 

Do you want to get more engagement and business leads on social media?

Yes - of course you do!

But it's surprising how many people get it SO wrong when posting... 

So, instead of the usual 'Tips to get more engagement on social media ' post... here's three things you SHOULDN'T be doing.

Enjoy!

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STOP SPAMMING!! How to target your ideal customer

Hands up – who loves SPAM?
(and I don’t mean the canned cooked pork stuff you used to get at school)

The plethora of unsolicited emails and calls that we still get bombarded with on a daily basis.

Let’s face it, nobody does and yet it’s still cluttering our inboxes – unwanted offers and promotions – quite aggressive sometimes – for products and services that would never appeal to us.

As the quote says, spam exists because of bad targeting...

  • not understanding or appreciating our target audience
  • their personalities and characteristics,
  • their roles and responsibilities and more importantly,
  • their ‘pain points’ and how we can provide a solution for them.

It’s surprising how many businesses think they know their customers and yet, there’s very often a gap between the basics they already know and, the behaviours and preferences that are key to reaching their target market and selling to them.

Defining who your potential...

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Are you spreading yourself too thin with your marketing?

It's surprising how many businesses still use lots of different marketing tools, not knowing whether they're getting ROI or just wasting time and money.

We all desire the 'personal touch' and thanks to new technologies, marketing has become much more personal.

And, choosing the ‘right’ tools and channels will enhance communication and engagement.

Here are my 6 tips to consider when planning your marketing strategy:

1. What value does your product / service offer your customer? What type of content will help you educate this in your marketing?

2. What types of media does your target audience consume – videos, blogs, eBooks - the list could be endless so prioritise!

3. Do you have a specific budget – always best to agree this first before purchasing so you don't overspend.

4. Do you have a specific timescales in mind – some tools and channels can take longer to gather momentum and provide results.

5. Which channels are your competitors using - what type...

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