Strategy

Brand, Content, Content Marketing, digital communications, Engagement, marketing, Online PR and Marketing, Small Biz, Strategy, THE BLOG

Does your business speak to numerous target markets?


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Take the ‘Come Rain or Come Shine Test…

Reaching out to more than one target market can be difficult. If you have a service, product or business that can cross over world views. When I say that, I mean you may have a dry cleaning service, a taxi company, a hairdressing salon, an insurance company or you may sell a product for the home – either way you are reaching out to a varied target market and hoping that a huge cross section of people respond to what you are selling.

The old jazz standard, ‘Come Rain or Come Shine’ says…

“I’m gonna love you like nobody’s loved you come rain or come shine
High as a mountain and deep as a river come rain or come shine
I guess when you met me it was just one of those things
But don’t ever bet me cause I’m gonna be true if you let me

You’re gonna love me like nobody’s loved me come rain or come shine
Happy together unhappy together and won’t it be fine?
Days may be cloudy or sunny
We’re in or we’re out of the money
But I’m with you always, I’m with you rain or shine.”

If we break the words down she could be slightly desperate, someone to avoid in fact. Or she could be in love and confident with it. And is she talking about a loved one, or herself? Hmmm. Food for thought.

Either way, the song is reaching out to varied target markets…The Lovers, The Cynics, The Hopeless, The Feminists…and that’s just what you need to do when creating your online presence, talking to your customers and posting on your social media channels.  This is why a strategy is so important and you can encompass the very heart of your brand over a long period of time.

If you don’t have an online strategy for your business, its time you did!

TAKE THE FIRST STEP

Musings, Online PR and Marketing, Small Biz, Startup, Strategy, THE BLOG

Stop Wasting Money on Bad Marketing


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Just like knowing where you are heading in life, it pays to know what you need for your business and you will eventually save thousands of pounds if you know the following:

  • Your product, service or business is the best it can be
  • You have a solid brand strategy, mission and vision
  • You know who your competitors are and what they are doing right (and wrong)
  • You know the demographics of who you are targeting very well
  • You know where these people hang out online and what they do there
  • You have clear, achievable marketing goals

Spend time on this, you don’t need an expert to get this stuff done, or if it is beyond you, do what you can and go to an experienced marketer to flesh it out for you. It will be worth it…and your bank manager will thank you for it.

Boom. Your marketing spend has just halved and you will have funds for the real stuff.

Content Marketing, EVENT PR, Online PR and Marketing, Search Marketing, Social Media, Strategy, THE BLOG

Going Viral? Top tips for making the most out of popular post or tweet


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going viralWatching something suddenly go viral can be exhilarating but it certainly has its downside.  You don’t end up doing half the things you were meant to. The pile of ironing is winking at you, dinner is far from a creative masterpiece, the phone rings and rings and messages build up in your inbox. Let’s face it, your attention span is a one way street and this is as it should be but Oh how easy it is to become addicted to the repetitive challenge of online success! Firstly the knowing that the content is wickedywack (brilliant) then comes the ‘will it or won’t it stage’ followed by the ‘whoooo!’.

There is most definitely a certain beauty allowing something to take flight, setting it free, gaining reaction and watching the whole thing spread like wildfire, but getting the best out of the beast you have created can be the one thing that lets you down.  Here are my top tips on how to not miss a trick.

1. Have a Success Strategy

Create a success plan before hand. Imagine your viral strategy will work and be prepared for the aftermath. Know what you need to achieve, who (in detail) you need to reach, who needs to be kept in the loop or monitoring with you, who needs to know its gone viral, what stats you need to document and what the results could be used for once its all over.

2. Tried and Tested Monitoring System

Create monitoring streams on Hootsuite, as many as you can and monitor every appropriate conversation about or close to your post,article or release. Set up Google Alerts and set up any notifications on appropriate keywords, stats and press to keep abreast of everything. If you are not using marketing software it really comes down to you looking all over the net to find out if anyone is talking about the same thing or close, would find it interesting, would share it and pushing it through every opportunity you find such as Facebook/Linkedin Groups, Forums, online communities etc.

3. Document Everything. At All Times

If you’ve written a press release, or posted some news on Twitter or Facebook and its popular, take screen grabs of your stats so you can use them in a future presentation and if its a press worthy post, write a small release to appropriate key media with a link to the post to show how popular it is.

This film documents the results of a press release over the course of seven days.

4.Tell More People. Again.

Research your target market fully beforehand and make sure you are maximising the attention of the published post. Tell your friends, family, business colleagues and ask them to share too and don’t forget to show your gratitude. If you are able to boost, push or promote with a small budget, then do so and use social bookmarking sites to push even further.

5. Drink coffee. Ahem.

Keep the fire burning for as long as possible but don’t worry, It will all be over and forgotten soon.