Page 15 - BOSS Today Issue 41

MARKETING BOSS Today #41

usually happy to pay a little more for phrases your ideal clients are searching start a conversation, drive word of
something that works really well for for. mouth, and directly engage with your
them. n News/blogs – having news and blogs target audience.
n Promotion – advertising, PR, sales on your website is a great way of
promotion, personal selling and social promoting your knowledge to your The Bad
media are all key communication tools, ideal customers and gives them an Many companies consider that social
which should be used to put across your insight into your company. An added media channels should only serve
message to the correct audiences in the bonus is that you can also use these promotional purposes. Avoid doing this
manner they would most like to hear. news articles or blogs to create great by putting yourself in your followers’
social media content by breaking them shoes and answer the simple question:
The Bad down into smaller chunks for easy “What’s in it for me?”
Where you can go wrong; digestion. A common mistake is not to pay
n Many businesses are over ambitious attention to incoming messages and
and go for marketing campaigns that The Bad comments. Social media is about
do not necessarily suit their business Online marketing is always changing. A interacting and exchanging - the ultimate
type. website must constantly stay up-to-date goal is your followers’ engagement with
n No direction means poor sales. Some with the latest trends and best practices. your posts.
businesses don’t have a desired target
audience and focus instead on trying The Ugly The Ugly
to impress, rather than working on As the web has evolved, site design and Inappropriate content is a massive no-no.
customer preferences and choices. functionality have changed massively. Followers are not interested in reading
Unfortunately, some businesses have your political, religious and personal
The Ugly websites that are still stuck in a bit of a views. This sort of content on social
Failing to plan is planning to fail. time warp. If this is you, please embrace media will most likely hurt your business’
Remember that marketing success grows the change. image.
out of a good marketing plan.
Tackling Social Media The BPIF Marketing Excellence
Website Review Developing your company’s social media Programme offers a set of bespoke
Your website exists to showcase the presence doesn’t have to be difficult or services as well as training courses to
services you provide to current and something that only millennials do. help your company develop its marketing
potential clients, so it’s important not presence and gain useable tools to assist
to forget about it. Don’t assume that it’s The Good with improving communications with
doing its job of promoting your services n Using Twitter Search, you can find clients (old and new), increase sales,
or products and driving traffic to your out what people are saying about a advance data management, and create
phone or inbox. particular topic, enabling you to keep successful campaign planning.
your ear to the ground about your
The Good company and the competition. Twitter To find out more go to www.britishprint.com/
n Content – keep your content feeling can provide you with another channel marketingexcellenceprogramme or contact
fresh. to inform and engage your current and Meeka Walwyn-Lewis, Specialist Services
n SEO – Search Engine Optimization potential customers. Manager on 01924 203335 or
(SEO) analyses, reviews and n Linkedin can be used to share meeka.walwyn-lewis@bpif.org.uk
implements changes to websites so information with individuals from
they are optimized for search engines. companies, which can be seen as direct If you need more of an insight, there are a number
Review your key SEO words regularly marketing. Posting daily company of upcoming marketing events. To find out more,
to ensure you include the words and updates is the most effective way to go to www.britishprint.com/bpif-events

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