Get to know your competitors

Many companies don’t gather competitor intelligence because they fail to recognise the value of doing so.  If you decide that you are going to monitor competitive activity then you must put a plan in place to make sure you have a structured method to gather material so that you don’t get sidelined with unnecessary information overload.

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Consolidate your marketing

Being busy doesn’t always mean being effective!

 

By being a business that is clear on what you offer, you will beat the competition that has a comparable offering. The company that clearly articulates what it does, why it’s relevant and how it’s different not only helps customers make better and faster buying decisions, it also (perhaps more importantly) knows where it is going and so does every member of staff.

 

As your marketing continually evolves, you will find you are doing lots of repetitive tasks and perhaps not even monitoring whether those strategies are still working for you.

 

The first thing you must do is revisit the goals and objectives for your business.  If you are not keeping those at the forefront of your mind then it is very easy to lose focus and that’s when things start to unravel.  Each activity much link to a goal and they all must work together.

 

I often say to clients that once you have produced something it can be reworked for lots of different things – for example, a press release can become social content, a case study, an article, a blog post, a PDF etc – there is no point reinventing the wheel, but content has to be appropriate for the platform you are using it on.

 

A lot of people say content is king and that is certainly the case online BUT it has to be quality first over quantity.  There is no point churning out lots of unstructured material when (a) nobody is interested and (b) it cannot be found by your prospects.

 

Insofar as consolidating your marketing, keep your messages consistent, represent your brand with integrity, integrate your marketing strategies where possible and keep your eyes open for opportunities to regurgitate work already produced.

 

If you would like help in consolidating your marketing please contact us

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“Mobilegeddon” is coming on April 21 – are you ready?

A few things get a webmaster’s attention, like waking up to a Twitter feed bombarded with news about a major algorithm update. Most algorithm updates come with vague or no warning, but Google recently announced “starting April 21, we will be expanding out use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have significant impact in our search results”.

Google is providing a timeline to encourage those who haven’t already adapted their websites to mobile to begin making this transition which means that you should work towards having a mobile-friendly website by April 21 because it’s apparent that Google intends to reward mobile-friendly websites with better rankings in mobile search. Websites that are not mobile-friendly may very well experience a dramatic decline in mobile rankings.

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Manage your social media from your desktop

If you are tired of switching between LinkedIn, Twitter and Facebook to find out the latest news and what your contacts are doing think about installing a personal real-time browser on your desktop. In our office, we use HootSuite and we love it!

 

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Promotional domain names

Often we work with clients to promote new services, seminars, events or launches as part of their marketing strategy.  If we are developing a campaign-specific strategy it may be that we will purchase promotional domain names to create a more memorable hook in the prospects mind.

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Quora – think Wikipedia, but different

http://www.quora.com/

Quora is a website where you can ask, answer and edit questions once you’re registered.  You can follow people who talk about what you are interested in and edit responses if you feel they are inaccurate or incomplete.  It’s free and I registered and got up and running in less than a minute.  This site is new to me but comes highly recommended by a colleague.

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Doodle – great tool for scheduling events

This is a super free tool and is quick to create an account.  It lets you schedule meetings and events and you simply  send a link for your event to those you want there, allowing them to add themselves and give their availability.  You can also use it for add opinion polls.

Doodle can take the hassle out of agreeing a date

It says on their website http://www.doodle.com/that Doodle saves a lot of time and energy when you’re trying to bring a number of people together – and it does!  We’ve been using Doodle a lot recently for work and personal events and it really does remove the headache and hassle – you can access events that you are attending and those you have organised from your account page.

Instead of using just one option, you can propose several dates and times and the participants can indicate their availability online. Immediately you can see what the best time is for the meeting and schedule accordingly.  Its a quick and easy way to organise people!

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Positioning yourself in the market

We work with many clients who assumed they were positioned at a certain level in their chosen markets.  However, when you start to analyse the market dynamics and reasons why campaigns are failing, it is usually because they have perceived themselves to have a certain place amongst their competitors within the market, but their assumptions are inaccurate so subsequently they are marketing at the wrong level / benefit / audience.

Understand your positioning

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11 email marketing terms you need to know

We came across this article from VerticalResponse and felt it was worth sharing.  They’ve provided a low down on some popular terms that you will need to be familiar with when undertaking an email marketing campaign.  The text below is copied from their blog (link below).

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Get the most out of your website or blog using Google Analytics

Google Analytics can help you make intelligent decisions

Unless you know and understand who is visiting which pages of your website and / or blog and what their intent is, it is impossible to target your content and communications effectively.  Most hosting packages that you purchase will have some form of analytical software that comes as part of the deal (accessed via your control panel) – Webalizer comes as part of ours.  Continue reading

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