Marketing Basics – tip series 51-55
See below for the 5 marketing basics in a nutshell, read on and put them into context.
- Create a relevant, useful and entertaining survey, use this to convert your visitor into a lead.
- Once your pre-marketing is complete, only then should you consider your marketing output.
- Most popular marketing mistake. Accepting a quote for a website without a thorough marketing consultation, is like buying a car without knowing the make, model or specification. The examples may look like a Ferrari but the user journey is like riding in a Reliant Robin!
- If an SEO business guarantees page 1 of google, run a mile or alternatively ask some really ‘searching’ questions. Be realistic.
- ‘Your brand is not just a logo! A re-brand is not a just a new design! The logo comes last in the development…
Marketing Basics 51.
‘Create a relevant, useful and entertaining survey, use this to convert your visitor into a lead.’
Marketing and sales 101, identify a problem, need or relevant subject of interest. Then you can provide a questionnaire or survey to draw the participant in. Keep it entertaining if you can and provide a solution at the end, you can use the solution or answer for lead generation, i.e. get your answer here, just leave your name and email! It could lead them to the correct product or service and a call to action for a call back or email communication.
Marketing Basics 52.
‘Once your pre-marketing is complete, only then should you consider your marketing output.’
Don’t make the same old mistake as the rest! Loads of businesses have an idea, then jump straight into the marketing! They send some copy, say something like ‘make it look fun’, and leave it to the printer. Maybe they receive a great looking visual from a website designer that has no relevance to their company and then agree to a website that they think looks cool! NOOOoooooo!
Do you homework first, your pre-marketing. Who are you, what do you do, what is your position in the marketing place and how does this look, what do you need the marketing to achieve and for whom? Like we have said before, it not about what you like, it is about what will work, its about what your target audience will find most appealing. Don’t forget to stay ‘on brand’!
Marketing Basics 53.
‘Most popular marketing mistake. Accepting a quote for a website without a thorough marketing consultation, is like buying a car without knowing the make, model or specification. The examples may look like a Ferrari but the user journey is like riding in a Reliant Robin!’
We just mentioned something similar in the previous tip, how often have you been approached by a web developer who says they can provide you with a really ‘sexy’ website! They show you a few example pages and hey presto, your impressed! Where do you sign right? WRONG.
These websites are presented and then quite often, ‘paid for’ with little to no consideration for your business marketing. Sticking your logo on it doesn’t quite cut the mustard (we will cover your logo later). Given that this website is potentially going to be your most important marketing tool, don’t you think you need to ask an actual consultative marketing agency to do this for you. It may be a little more expensive, but its your credibility and livelihood, right? RIGHT. Besides, sexy may not be right for your business, it needs to be appropriate and in line with your brand! Have you positioned your brand yet?
Marketing Basics 54.
‘If an SEO business guarantees page 1 of google, run a mile or alternatively ask some really ‘searching’ questions. Be realistic.’
Now if you are lucky enough to be the only person in the world able to provide that one service or product everybody needs, SEO is simple. Chances are, you are not. As a result it then becomes more and more difficult to vie for that search engine real estate. Lets be sensible, we are talking Google real estate, although other great search engine examples are available.
I’m not saying SEO businesses are all rubbish, there are some superb examples out there but you’ve got to put this note on top of your shopping list for suppliers. ‘Be careful if someone guarantees page one and even more so if they guarantee no. 1 ranking for your business’. It can be easy to guarantee page one and top ranking for your ‘business name’, because if your pre-marketing is correct, nobody else has the same name! However, if everyone knew your business name, maybe you wouldn’t need SEO in the first place!
Paid ads can be guaranteed top also, if you outbid everyone else, but this can become expensive. What is your cost per lead, what should it be? What can you afford. There is something else really important to consider…what’s the point of being top and your site has hundreds, thousands, even millions of visitors, if nobody stays very long or the user journey is poor. More importantly if the website doesn’t provide the impetus for someone to get in touch, then the SEO is redundant! Think differently, or ask an agency to go through the whole site, before you spend money on SEO.
Marketing Basics 55.
‘Your brand is not just a logo! A re-brand is not a just a new design! The logo comes last in the development…’
I’ve said it before, so I will say it again, your brand is not just a logo. Branding is not just a promo pen with your name on it. A re-brand is not just a redesign. Once the consultative research is done, the pre-marketing is complete and the hard work positioning every part your strategy is founded, only then do you use this data, reports, info, key messaging and tone to provide a brief. This brief can be used by your designer to translate your business into a logo. I know its exciting and creative times when starting up a business but be patient, the benefits are amazing and you’ll feel much better about it later.
Your logo comes last in the branding process. If you didn’t do all of this in the first place, you may need to re-brand!
Your Call to ‘Marketing Action’
If you want to discuss your business marketing in more detail, why not call us here @ The Marketing People on 01543 495752. Ask Richard about our free ‘business focus’ consultation. Alternatively email firstname.lastname@example.org
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