Here are five marketing steps you can take to communicate with your customers and potential customers in 2019
By Fergal Maher MBS (Hons) Marketing, Dip in Strategic Marketing, FMII Grad
Understand your customer, potential customer.
Start with research. Use telephone, field (one to one interviews or customer focus groups). What you are looking for are patterns of customer behaviour. What a customer likes, what they buy. This will help you develop the right message to tell your target audience. Why? These consumer insights are crucial for helping you put together highly targeted marketing messages that your customers can truly relate to, not just now, but for well into the future.
Create your Unique Selling Points (USP).
Marketing today is challenging. Consumers are communicated within so many different ways, not just television, radio and print but through text, email, and social media. When consumers are constantly being pitched different products and services you need to be different. This is called a Unique Selling Proposition (USP)
Sharpen Your Brand Look and Feel
Traditional marketing is what companies have been using for years, print, radio, TV, cinema, billboards etc. Today, SMS, blogs, ezines, and websites are used more. The key to the success of building your brand is to have consistent messages across the various media. All too often, businesses try to get too many messages out, sometimes in one communication. You also need to be consistent. You need to give a clear simple message whether it is a text, email, blog in print or on television.
Carefully Choose Your Marketing Communications Mix
Select the right media. See what media your customers like and how they buy. For example, younger generations are on social media, phones, and apps. You can use these media as your central starting point. All industries are different so the marketing approach needs to be different. The skill as a marketer is coming up with the right approach and maximizing the marketing budget.
Measure your Marketing Communications’ Effectiveness
Once you have decided on your promotional mix for your integrated marketing communications plan, you also need to put in place a means to measure it. Today emails can be measured for effectiveness. You can easily see how good your social media is. As a result, you can quickly see how good your marketing is and if you need to adjust or change it.
Benefits of Hiring a Marketing Consultant for your Business
1. Gives an outside perspective
An outside perspective means looking at the market and not just your current customers. This approach will put your business back in focus. A very good marketing consultant sees things clearly, the big picture, without being affected by the internal issues that very often weigh current people down.
2. Has a specialist skill set
Marketing consultants always have a general background and knowledge of how to handle a variety of different needs, but most have a specialized skill set to offer. For example, you’ll find consultants who specialize in Marketing Strategy. When you work with a skilled consultant she\he can quickly target a specific area without wasting time, money or resources.
3. It is a short-term commitment that works
Many Managing Directors or Chief Executives find themselves in a dilemma between hiring a new full-time marketing employee or bringing on a consultant. The biggest benefit of doing the latter is that a consultant is short-term. You can use their services for a period of time — perhaps to help with a seasonal campaign — or for a longer period, 1 to 2 years, to achieve significant growth. This saves money and prevents over-hiring.
4. It saves time
Hiring a consultant is quick and easy. This allows you to spend less time focusing on logistics and more time taking action. As a result, you can address problems much faster and prevent small issues from becoming massive problems that will eventually require additional resources that you don’t have.
5. Evades office politics
Sometimes, when companies are working on a challenging problem or a controversial project, it can be hard to make decisions or take action without becoming emotional. A good Marketing Consultant cuts through this and is totally unbiased. Sometimes there are so many personal factors in play that nothing ever gets done. People are too worried about job security, future positions, relationships and other factors that they become paralyzed. A highly experienced marketing consultant doesn’t have to worry about any of these things and can get to work with minimal interference.
6. Increases accountability
It’s easy for business owners and CEOs to lose focus and veer off track. This is typically the result of a lack of accountability. When an individual finds himself/herself in a position of power, accountability dissipates and the ability to act autonomously often clouds judgment and decision making. When a Marketing Consultant is hired, accountability suddenly re-enters the picture. She\he will establish meetings, set goals and provide objectives that have to be satisfied by certain checkpoints. This is good for everyone involved.
Finding the right fit
At the end of the day, hiring a Marketing Consultant is all about finding the right fit. You need to account for their area of expertise, budget, time frame, and other important aspects like location, current workload and more. One particularly important issue to consider is the fee. Be realistic about how much you can spend but remember you can dig a deeper hole for your company by hiring the wrong person.
Once you determine that you need a Marketing Consultant, immediately focus on details like these. The right fit will make all the difference in the world.
Here’s 5 Steps that will help you create an effective brand for your business.
In the countdown to Brexit Irish companies are encouraged to pay close attention to building and strengthening their brand identities in their respective marketplaces. For anyone who finds the concept of ‘building their brand’ a somewhat foreign, or even bewildering, concept I am setting down below five simple steps that will help you create an effective brand for your own business.
Step 1 : Figure out your point(s) of difference.
Ask yourself, what are your unique attributes that set you apart from your competitors and which will attract clients to your offering. Remember, simply being different isn’t enough for a successful positioning strategy. You also need to be attractive and distinctive.
Step 2 : Attract customers
Provide values and attributes that customers genuinely want or need.
This is not always as easy to do as you might think and could involve doing market research backed up with an openness and willingness on your part to change in order to keep on top of a constantly changing market environment.
Step 3 : Make it distinctive
Stand out and reach out. Make sure your customers can receive a special service/ product feature from you that no one else can match.
Clearly tell them what this special service or product feature is and pro-actively provide it to them at each and every opportunity you get.
Step 4 : Decide which customers you serve the best
Provide values and attributes that customers genuinely want or need.
Focus on the market segment you serve best.
Don’t try to please everyone. Great brands carefully concentrate on pleasing some people — a defined segment of the market — in an extraordinary way because of the unique and meaningful attributes and experiences the brands offers these people.
Step 5 : Find your place in the competitive land
You have to move strategically from the position your brand currently occupies in ‘droppable-customers’ minds to where you want it to be. You also have to ensure that the position you want your brand to hold in the marketplace isn’t already taken by some other brand or company.
Don’t try to slot your brand into a market or mind position already taken by a competitor. If you do this you’ll end up being a ‘me too’ player and this, of course, comes with the danger that it will focus your customers’ attention on your competitor as well
How PRO SEO Improved our Online Presence
What is an Online Presence?
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You should be active on Social Media
The results that PRO SEO achieved
Get yourself relaxed. Remember golf is a lot slower than most things, including turtles. Expect to spend the day on the course in a tranquil mood. Once all tension leaves your bones, focus on thoughts of golfing success. Keep your eyes closed and imagine that same sea of green with you getting that key shot correctly. …