There are very few organisations that would not benefit from being active in social media marketing – and that includes start-ups and SMEs (small and medium sized enterprises), to whom this article is predominantly aimed. There is no one-size fits all solution when it comes to any form of marketing activity. Different companies have unique needs, and what is right for one, might be wrong for another. Getting the strategy right is, therefore, key. We must always remember that a digital marketing strategy forms part of an overall sales and marketing plan that works in conjunction with the strategic and creative brand proposition to deliver the financial objectives outlined in the business plan. This relationship cannot be stressed enough. All elements ought to be clearly aligned to ensure that an authentic strategy is created.
We create different types of marketing plan for a wide variety of clients, from start-up businesses and SMEs (small- and medium-sized enterprises) all the way through to blue chip organisations. Our clients operate within both the private and not-for-profit sectors. They work within a wide variety of industry sectors and in both B2B and B2C marketplaces (as well as within more complicated distribution and sales channels).
The internet has levelled the playing field. Even the smallest and newest of enterprises are able to generate the impression of a much more sizeable business by investing in a professional and credible website. And that’s the key word – investing. Most companies sell – either directly or indirectly – through their website.
So, you’ve got a decent website – it’s on-brand, it’s well designed, it’s optimised for search keywords, it’s full of relevant content, it’s easy to navigate, you’re getting lots of hits, and you’re even receiving some decent sales enquiries. Well done! It’s now time to turn the screw on the competition. (If you don’t have a decent website yet, make that your number one priority…).
Public Relations (PR)- when it goes wrong it can be disastrous, but when it goes right – like really right – it can bring a smile to the glummest of faces and, more importantly, it can create a whole lot of extra business opportunity.
It almost goes without saying that it is inconceivable to think of any business that would not benefit from having a better website – one that helps to fulfil its key objectives, which for most companies is to create sufficient awareness and interest in the products and services that the company is involved with to take the next step (e.g. place an order/ask for more information/request a meeting/etc.).
When people talk about recognition and reward programmes, they normally think they involve sending top performing sales people to a VIP location to rub shoulders with senior management. These types of rewards do have their place, of course. But there is so much more finesse that can be applied which will help to improve the strategic efficacy of campaign.
When we talk about online marketing, we predominantly refer to search engine optimisation (SEO), pay-per-click (PPC) advertising, and social media. The general objective of these activities is to drive traffic to a website and/or to perform an action that leads to a sales conversion, either directly or indirectly.