We like to share our thoughts on matters relating to the integrated marketing services we offer – including marketing strategy, corporate branding, marketing communications, website design and development, digital marketing (search engine optimisation, digital advertising, social media marketing, content marketing, email marketing and marketing automation), and non-digital marketing (advertising, direct marketing, sales promotion, event marketing, public relations and corporate incentives).
Our Marketing Matters blogs are primarily aimed at business owners and management teams working for start-up enterprises and ambitious SMEs in and around the London area. However, the same basic principles apply for larger organisations and blue chip companies working across the UK, Europe and globally. So hopefully this article will be of interest to anyone wanting to know more about SEO. You have no doubt heard a lot about search engine optimisation (SEO). It is one of those subjects which is well known, but not necessarily well understood, nor in fact that well delivered. And that is why so many SEO strategies are wasteful, at least to some degree. In part, this is the motivation behind this article, to help you to make a more informed decision. It might be that your current SEO activities are harmful or unhelpful. Google releases updates on a regular basis that penalise anyone who tries to beat the system. In the last 15-20 years, the war between Google and SEO activists has been fought in an ever more sophisticated way. Put quite simply, only white hat strategies and tactics will now work in the long run. Grey hat activities might provide you with some medium-term benefits, but they will eventually catch you out. And black hat activities that deliver instant results will ensure you pay a huge penalty when (and not if) you are caught out.
Unsurprisingly, many of the companies we work with – regardless of size or sector – are interested in finding ways to generate high quality sales leads through a strategic approach to their marketing activities. There are of course many ways to achieve this goal. Ultimately, the correct solution depends upon a whole host of factors that are bespoke to that particular company. However, whilst the challenges will be unique to individual enterprises, we believe that the basic framework that one needs to consider remains the same for pretty much all organisations.
The aim of this article is to explain the process one needs to follow to create a successful website for your business. That means that it needs to achieve the goals outlined in your marketing plan and that it needs to be synergistic with your corporate brand proposition. And – above this – that means it needs to be aligned with your business plan too. Please note that our Marketing Matters blogs are normally aimed at SMEs (small and medium-sized businesses) and start-up enterprises. However, the same basic rules apply for any organisation, regardless of its size.
So what is corporate branding? It is obvious that all forward-thinking organisations understand the importance of branding, but that does not mean that they necessarily understand what is required to deliver a strong corporate brand. The purpose of this article is to explain what we mean when we talk about corporate branding. To Abacus, there are two sides to the equation we need to consider when answering this question. The strategic brand proposition and the creative brand proposition.
Creating and implementing a successful sales pipeline strategy is obviously a desirable goal for any company, regardless of its size. Of course, the larger the organisation, the more sophisticated the sales pipeline will need to be, but the same basic rules apply, from SMEs through to global blue chip corporates, when it comes to setting things up. The purpose of this article is to outline the main factors to consider when doing so.
Websites are – for most companies – the primary shop window into their business. The same principle applies whether you’re selling goods and services online via an e-commerce website, or whether your website is a portal to create sales and leads more indirectly.
Take your business to the next level in 2019 with a fab new marketing plan
New year, new plan. It’s the ideal time to use insights and learnings gleaned from last year’s sales and marketing activities to redefine your marketing planning for the year ahead. The first step in the process is to ensure that your business plan is still pointing in the right direction in order to achieve your corporate goals. The marketing plan then creates a clear framework upon which the overall marketing strategy is built – which means you then have all the basics in place for developing media-specific strategies for all your activities, campaigns and tactics.
It is a natural point in the year to look back at the performance of your business during 2018 and to plan ahead for 2019 – and an integral part of this process is a strategic marketing review to make sure that current plans are aligned with the latest goals, and that the performance of your various marketing strategies are as effective and efficient as possible.
Abacus is an integrated marketing agency in London – we work with a diverse range of clients, including blue-chip corporates such as Canon, Kuehne + Nagel and Bloomberg, as well as with lots of start-up enterprises and SMEs (small to medium-sized businesses). The needs of each client are of course always going to be unique – however, the need for our services is largely determined by the size of the client we are working with, and they tend to fit into one of these two categories. We tend to work with forward-thinking, ambitious businesses who understand the benefits of working with a passionate and trustworthy marketing agency such as Abacus.
This month’s blog has been written by Lucy Cheesewright, Managing Director at Langstroth. Lucy has developed an international reputation for all aspects of event management and has many years of experience working across a wide range of events. Abacus works in partnership with Langstroth, a professional event management company with a passion for excellence, to deliver prestigious high-quality events for our clients.