Tag Archives: implementation

Delivering a great multi-touch campaign

Delivering a great multi-touch campaign

A multi-touch campaign requires thought. In reality everything requires thought, but sometimes when we are busy it is all too easy to simply think “that’ll do.” Going too far the other way doesn’t work either. Getting stuck in the “it has to be perfect” mentality can cause paralysis.

The advantage about working with us, is that we have a good process for ensuring that the touches are designed, created and implemented to a high standard in the required time frame. As we are not involved in the day-to-day operation of your business, we don’t get dragged into firefighting. This means that you can be confident that your marketing will continue regardless of what is happening internally.

A multi-touch program relies on a consistent delivery of the marketing message through a variety of channels at regular intervals. When we work with companies the content will be very different, as each business has it own relevant content that is specific for that industry and marketplace. But the process we follow will be the same, the format for delivering the marketing program will follow a system that we know works.

If you are finding it difficult to deliver regular marketing that conveys the correct message to the right people, why not talk to us? Outsourcing your marketing provides you with high quality marketing without the expense of having to run a marketing department in your business. You can pay for the amount of marketing that you need, rather than having to pay salaries, with all their associated costs.

If you are interested in outsourcing your marketing, why not take a look at our marketing manager service? Or simply book a no-obligation meeting to discuss your business with us.

To learn more about multi-touch marketing take a look at the video below?

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Making the most of your marketing machine

Making the most of your marketing machine

Once you have designed your multi-touch plan, created the touches you are nearly ready to begin. But who are you targeting? The quality of your data is crucial in determining the success of your campaign.

Finding the people who might be interested in your product or service is necessary to ensure that you are putting the right people through your marketing machine. You can design and implement a brilliant campaign around eating beefburgers, but if you target a whole list of vegetarians you are unlikely to get any response. And remember that you will need a continual flow of prospects to feed into your marketing machine. The aim is to create a steady flow of good quality leads who are poised to buy.

Once we have these leads who are ready to buy we need an efficient process to convert them to customers. Don’t lose them at this step by making your sales process too complicated or lengthy. As with all processes making sure that you review them will enable you to alter the processes to make them more streamlined and efficient. Constantly monitoring and reviewing your processes will enable them to become better and better.

Monitoring and measuring is a vital part of the success of your marketing. You need to see the effect from your actions, so that you can refine those actions to make your process continually more effective. If you don’t monitor and measure you don’t know what is working and what is not working.

Don’t forget the value of your existing customers, they already like you, they are already engaged, but if you run them through your multi-touch program they might learn more about you and what you offer and come to you more frequently or for different services or products.

If you don’t have enough time to design, implement, monitor and measure your multi-touch program, why not let us do it for you? Our marketing manager package provides outsourced marketing at a surprisingly reasonable rate. Call us now on 0121 222 5743 to arrange your meeting.

To learn more about creating your marketing machine watch the video below.

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Aardvark marketing Radio ga ga

Radio Ga Ga

Radio Ga Ga

What’s more important – visual or audio? In 1983 the rock band Queen released this single. It’s theme lamented the demise of the radio program, unable to compete with the new, brash and sexier medium of TV and, in particular in their pop music world, music videos. The theme of competition came up in the discussion this afternoon, when I was invited along to the Black Country radio studio. I took part in a live discussion on ‘marketing’ as part of the regular monthly business slot with Steve Parker and the host, Dave ‘Balti’ Homer. The challenge for many smaller local businesses is how to make their voices heard when larger businesses dominate the airwaves?
For many smaller busineses the managers are overwhelmed with too many choices and typically want answers to these questions:
Which medium is best?
What type of website do I need?
How much should I spend?
What does good value look like?
The existence of many forms of digital marketing, social media and more ‘traditional’ marketing methods often makes them feel fearful of getting it wrong and making expensive mistakes. New products such as marketing automation and web tracking appear to demand ever increasing levels of spending and yet this can dilute their efforts across too many channels. The end result is less effective marketing. Some owners feel that all marketing is a waste of money, others are fed up with being sold ‘silver bullets’ that fail to deliver the promised results.
So, how does a David beat a Goliath? The answer lies in learning and imitating. Big businesses invest in marketing, they don’t see it just as a cost, and they spend consistently on marketing because it works. Small businesses rarely take the same approach. A small business will typically neglect their research and most don’t have a plan in place. They have a tendency to dive into marketing activity as a spur of the moment decision, and often neglect marketing when they go through a busy period, rather than sticking to their plan for the medium and longer term. You can compete with the big guys if you adopt some of their thinking.
Here are our top tips
Define your overall marketing strategy – where are you going and what route will you take?
Understand how your customers/future customers behave
Plan how and when are you going to reach your customers
Implementation – did you stick to your plan and did it work?
Review and refine your activity – what did you learn and what can you improve?
All these steps involve taking more time to consider and to think. This afternoon I illustrated this point with an iceberg analogy. We tend to think of marketing as the stuff we see around us – adverts, websites, social media posts, leaflets etc, These are like the visible part of an iceberg, standing proud above the waterline, and they only represent 10% of the iceberg. For successful busineses of any size the rest of the iceberg is more important. The 90% beneath the surface (invisible to the end consumer), is the planning, research, customer understanding, strategy and measuring. And finally, improving each time.

If you’ve done your homework, you won’t get bogged down in decisions about different media and whether audio or visual is best!

Happy marketing,
Gill

Still unsure? For a confidential chat about the homework bit, why not give us a call on 012 222 5743?

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