Marketing Strategy

What is PR, and how does it fit into the marketing mix?

by Steve Brown on June 15, 2020

It’s fair to say that marketing terms are often misunderstood. Just to be clear, PR is a subset of marketing. It is not a different discipline.

However, it is a bespoke skill that requires specific expertise, just like any specific marketing medium. PR covers a wide range of activities, including media relations, crisis management and corporate communications – all of which are very important commercial considerations.

But, and we cannot emphasise this enough, it is not a standalone activity. It only ever sits within your overall strategic marketing plan, and this also ensures that all brand experiences by every single stakeholder remain consistent and coherent.

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Steve BrownWhat is PR, and how does it fit into the marketing mix?

How to make the most out of your data for marketing purposes

by Steve Brown on April 16, 2020

Data is useless without insight. There, we said it. As blunt as that. But we know it, and deep down you know it too. It’s one of the most significant pain points we face as marketers. Collecting so much data that we can’t actually tell if it’s even useful. Or indeed, if we’re using it in the most effective way to achieve and support overall business objectives and achieve (or in some cases prove) that all-important ROI to the management team.

Today, marketing teams need to look at the customer journey beyond the analytics. Looking at how they can turn customer data into actionable, business-minded decision-making objectives. That’s what we want to focus on in this blog— an insight into how to manage data better, providing support for strategic direction insights, with practical action points to improve the efficiency and efficacy of your overall sales and marketing plan.

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Steve BrownHow to make the most out of your data for marketing purposes

January – the perfect time for a marketing review…

by Steve Brown on January 13, 2020

Marketing Review

The New Year has well and duly arrived, and it’s time to get back to work. It’s quite understandable to want to throw oneself straight back into the deep end – especially if you have taken a fair amount of time out (quite rightly!) to spend quality time with your family and friends over the festive period – but, once you have sorted out any outstanding issues, responded to important emails and dealt with any immediate panics, the last couple of weeks in January are the perfect time to take a look at your business goals for the year ahead, and to have a good think about whether you need to revise your marketing plans, and the strategies and tactics you need to put in place to deliver them. It’s the perfect time for a marketing review.

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Steve BrownJanuary – the perfect time for a marketing review…

Creating an effective PR strategy

by Steve Brown on November 15, 2019

Introduction

What is PR? Public relations refers to how a company communicates with people who are stakeholders in its business. This includes everyone from prospects and customers, to shareholders and corporate partners, to journalists, influencers, bloggers, vloggers and of course the general public. PR is so important because now more than ever the public are valuing trust in a company and their values, not just the quality of their products. PR is probably the most effective way to build trust and rapport with your audience. Not only that, but the explosion in social media and all the surrounding buzz and noise of the internet means that people have a voice – and that voice is loud!

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Steve BrownCreating an effective PR strategy

An introduction to event marketing

by Steve Brown on October 24, 2019

What is event marketing?

Event marketing can encompass a whole host of different types of events – but, in short, event marketing is the promotion of a product or a brand through in-person interactions with your target audience.

Trying to successfully navigate the world of event marketing can be a tricky business, but with the right guidance and a good understanding of your goals you could give your customers an experience they will never forget.

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Steve BrownAn introduction to event marketing

An introduction to market research

by Steve Brown on September 19, 2019

Why is market research so important?

Why is market research so important to the success of most commercial organisations, regardless of their size, maturity, industry sector and so on? In this age of fast-paced technological advancement, with new innovative products popping up all the time, it is easy to forget about investing in market research and just get stuck in to the ‘doing’. At its heart, market research is all about minimising commercial risk and financial uncertainty – so if these concepts are attractive to you, read on…!

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Steve BrownAn introduction to market research

Integrated sales and marketing agency in London

by Steve Brown on August 21, 2019

Providing a virtual sales support service

As the senior marketing consultant at Abacus Marketing, it is my job to review and respond to all enquiries from prospective clients, regardless of scale and scope. This is no small task, as we tend to receive at least one or two requests for proposal every day, due primarily to our SEO strategy which we have consistently invested in over the last eight years – in fact, we are at least three times more visible than any other marketing agency in London on the first pages of Google and Bing.

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Steve BrownIntegrated sales and marketing agency in London

How to create a successful SEO strategy for your business

by Steve Brown on July 8, 2019

A general introduction to SEO

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.

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Steve BrownHow to create a successful SEO strategy for your business

How to generate high quality sales leads

by Steve Brown on June 7, 2019

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.

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Steve BrownHow to generate high quality sales leads

How to create a successful website for your business

by Steve Brown on April 26, 2019

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.

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Steve BrownHow to create a successful website for your business