MARKETING MATTERS

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).

Social Media Marketing Strategy for SMEs

by Steve Brown on August 9, 2017

Social Media Marketing

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.

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Steve BrownSocial Media Marketing Strategy for SMEs

How does corporate branding add value to an organisation?

by Steve Brown on June 29, 2017

Corporate branding

Corporate branding adds long-term book value and profitability to an organisation. This is because it is the first essential step in the process of creating a credible and professional shop window for its products and services. It can also help to ensure that staff are engaged and that they feel empowered to deliver a better and more coherent experience to customers. It ensures that prospects are handled in a consistent way at every single touch point in the sales pipeline process. It improves the likelihood that the staff selection process will lead to the recruitment of people with resonant values and views.

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Steve BrownHow does corporate branding add value to an organisation?

Why is copywriting good for business…?

by Steve Brown on February 20, 2017

Copywriting

It is probably a truism to state that a significant percentage of companies cut corners when it comes to writing copy for their website and their other sales and marketing materials – e.g. company brochures, product leaflets and corporate presentations – not to mention their direct marketing and advertising campaigns. The reason why is obvious . Everyone can write, right? Then why spend extra money investing in someone else to do your copywriting for you? You can save all that time, money and effort by doing it all internally. The trouble is, however, that although we can all write, we cannot all write well.

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Steve BrownWhy is copywriting good for business…?

What is a strategic brand proposition?

by Steve Brown on November 15, 2016

Strategic brand proposition

The Entrepreneur website defines a brand as “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” Whilst this is of course true, this only tells half the brand story – the visual or creative part. To us, a strategic brand proposition is just as important. It defines the culture and personality of a business, congruent with its vision and values. It is the expression of its virtues and views in the way it delivers work for its customers. It must fit in with the overall marketing strategy and business plan.

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Steve BrownWhat is a strategic brand proposition?

What is content marketing and why do I need it..?

by Steve Brown on October 28, 2016

Content marketing

Content marketing is the creation of various forms of customer communications, the overall purpose of which is to increase sales and profits. Typical forms of content include blogs, white papers, webinars, newsletters, infographics and videos.

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Steve BrownWhat is content marketing and why do I need it..?

Search Engine Optimisation (SEO)

by Steve Brown on September 15, 2016

Search engine optimisation

Search engine optimisation (SEO) is the term used to explain the process by which one strives to improve the search engine ranking results for specific keyword search terms – in other words, it is the means by which one raises the visibility of one’s website to algorithmically-driven ‘robots’ in order to appear on the first page of Google.

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Steve BrownSearch Engine Optimisation (SEO)

Do you know your Google ABC?

by Steve Brown on August 21, 2015
Last week Google made a surprise announcement outlining a complete restructure, creating a parent company called Alphabet, and dividing its various endeavours into a number of different businesses. How will this affect Google marketing and SEO for your company going forward?
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Steve BrownDo you know your Google ABC?

Google Panda 4.2 – Do you need to be worried?

by Steve Brown on July 25, 2015

Over a month after it was announced, Google has begun the ‘slow’ rollout of the Panda 4.2 update. While many SEO experts have said that not much has changed as of yet, it’s thought that the steady changes should start to take effect soon.

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Steve BrownGoogle Panda 4.2 – Do you need to be worried?

Why does corporate branding matter?

by Steve Brown on March 4, 2015

Corporate branding

Every globally-recognised blue chip company (such as Nike, Starbucks and Virgin) started small. But even when first starting out, they all recognised the importance of corporate branding and the benefits that a clearly-defined corporate brand strategy would bring to the table. This is true, whatever the size of a business, from the very smallest, to the very largest with very few exceptions.

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Steve BrownWhy does corporate branding matter?