In marketing every detail matters. While I talk a lot about content in all its various forms, the visual aspect of marketing is a key element. In fact, it is what may engage many potential customers at the start of their journey with your business
A marketing strategy can have several different objectives. The dominant one tends to be lead generation. This is usually to the detriment of brand building. Brand building and brand awareness are often left to one side as they are not considered ways of generating business. But nothing could be further from the truth. I am …
Whether you sell on or offline, are a product or service provider and across all industries, it’s vital to ensure your business is visible online. For many small businesses, this also means that the owner needs to be visible too. A strong online presence will significantly boost your chances of getting new customers and growing …
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You’re putting together your content calendar and have looked at your content pillars. Now you need to populate the content. A question I am often asked is around what topics to write on. Should the topic be broad based or specific to a particular point in time? In other words, should you use evergreen content …
What is a content pillar? A content pillar is simply a topic that your company/brand will consistently feature on their social media. This means it will be discussed and highlighted with content created around it. Decide on 3 to 5 pillars i.e. topics. These topics will form the basis of the content calendar. The pillars …
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I’ve found that there can be some confusion about what exactly social media marketing(SMM) is. This in turn leads to confusion around the role it can play in the overall marketing mix and the benefits that it can offer. The first thing to remember is that social media marketing is only one element of digital …
Email marketing was one of the first digital forms of marketing that many companies tried. It was a natural extension of the traditional direct mailing format. The beauty was that it was so measurable. You could see the delivery rates, the clicks, the open rates. But at the end of the day many did not …
During a crisis, communicating with your customers and letting them know that you are there for them is critical. Combined with this, however, is the need to let them know how you can help them. Otherwise you risk just becoming unwanted spam. For many retailers this has meant a switch to online shops and delivery. …
Many times, marketing is forgotten or overlooked when there is a crisis that impacts the way we do business or sell a product or service. This is often due to the misunderstanding of what exactly marketing is and what the monetary cost to a business might be. In simple terms, marketing is a way of …
Many businesses have had to quickly change the way they are working over recent months. Some have taken their entire business online, while others are doing business behind closed doors or remotely. Both these options present new challenges for business owners used to face-to-face contact and traditional forms of communication. It is vital during this …
