• advertising
  • marketing effectiveness
  • marketing sphere

Our Thoughts on Marketing

Before you decide to embark on a marketing initiative of any size, take a step back to evaluate the following:
• What will the programme cost
• Does the action establish credibility for your company or brand?
• Have well defined targets. Will you be reaching decision makers and influencer's?
• Have clear goals
• How will you measure success?
This conscious evaluation helps frame future marketing decisions, leading to more successful programmes overall. Regardless of whether you’re at a small startup or a larger company, you will face limitations. Above all, the biggest lesson learned from startups is that you have to be open to trying new and unconventional methods. Think outside the box!

Six steps (questions) to an effective marketing programme -

1. Develop a realistic Marketing Budget
Small business owners today are most concerned with customer attraction and retention, but many only have small marketing budgets.
In fact, only 25% of business owners spend more than £315 (~$500) per month on marketing. Do you spend less?
We don’t recommend breaking the bank allocating funds to marketing, many initiatives are low cost, however you should make strategic investments better positioning your business where consumers are researching products or services and making purchases.

2. Build a Simple & Effective Website
Today a website is the central component of any business’ digital strategy; it is how customers and prospects find and engage with you. Surprisingly more than half of small businesses owners (52%) do not have a website and 90% of small business owners' that do have websites, have sites that are not mobile optimised. Are you one of them?

3. Use Defining & Searchable Keywords throughout
Pay close attention to where your website visitors are coming from, how they’re searching for you, what search terms they are using and what they’re doing while on your website, so you can consistently update and improve their experiences through tweaks to your site’s navigation and content. Your site is not conversational search ready?

4. Successfully Manage Online Reviews
Online company product and service reviews are playing a central role in customers purchasing behavior. Similar to word-of-mouth, customers place high emphasis on the content of online reviews. With the stakes so high, it is important for all businesses to monitor online reviews. Small business owners should spend time planning responses to online reviews – especially those that place their business in a negative light. Do you monitor online reviews?

5. Create a Social Media Presence
Today a considerable amount of time is spent on social media - interacting not only with family and friends, but increasingly with companies and brands as well. Many businesses have already successfully built social media channels to generate loyalty and engagement with their customers and potential customers. In fact, Facebook recently announced that 24 million small businesses maintain active pages on their site. Are you one of them?

6. Use Analytics reporting to keep you informed
More than half (56%) of small business owners do not measure results from their marketing. Those small business owners have no baseline to determine how well their marketing is doing or how to set priorities for what else they can or should be doing. Are you one of them?

Did you answer YES to more than one of these questions? Then contact us for a no obligation project proposal.

Services Offered

Marketing & brand strategy
New markets, products & entry strategies Marketing Strategy
Advertising & Promotion Schedules & Budgets Market & Industry Research
Printed Marketing Material Competitor profiling/landscape Integration of social media strategies
Digital Marketing - Email, and eMarketing Website Design & Development Search Engine Optimisation
Social Media Webinar Planning and Implementation Customer retention & loyalty
Press Releases - Writing and Distribution Trade Shows & Event Marketing Tactical Marketing

Tactical Marketing

Content is King:

So create content that is unique, meaningful and will resonate with your buyers. How do you do this?

Learn about your customers and prospects motivations, pain points, and role they play in the buying process
Learn where along the buying process they are most likely to stop
Learn what information and assistance you can give to facilitate their movement through the sales funnel and influence conversions.
Regardless of who your target customers and prospects are, it is impossible to create content that is unique, meaningful and resonates with them until you understand the uniqueness of their situation. In addition to knowing who your buyers are, you need to understand what they care about with respect to your offering and what their path to making a purchase looks like. Once you have done this and embark on a plan…

Use A-B testing, then scale up to the full programme.
When executing new programmes utilise A-B testing check the results and test and retest again. Carefully monitor the results of the trials, if it delivers your preset goals, continue. If it doesn’t work, tweak it, retest, and give up the ghost if it ultimately doesn’t work. For the trial that worked continual monitoring of analytics will allow you to monitor success.

Continue to improve what already works.
This may seem obvious. But when a marketing strategy implementation is working, it’s very easy to adopt a policy of – it is not broken, so why fix it - , even when something is working according to your analytics, it is important to research what other companies do and fine tune your approach to ensure you are getting the best return on investment (ROI) for your marketing efforts.

New plans need to happen quickly.
To try a new and innovative marketing plan, you must create an aggressive time line. New projects often get as it is easy to continue putting energy and resources into the “old faithful” ideas. These new plans could change the success of your marketing efforts and improve your ROI.

Did we mention Content is King?
One of the biggest challenges many small companies face is producing enough unique and meaningful content to satisfy their customers appetites, and providing the website and social media refreshes required to maintain interest. We can help you by building a plan for re-purposing, repackaging, and recycling the content you initiate for ongoing use. Here are three approaches to consider:

Reformat: The true value of a piece of content isn’t just the content itself, but also all of the smaller pieces of content that you can produce from it e.g., reformatting white papers, and reports into shorter content formats such as articles and blog posts.

Repack: The same principle can also be applied in reverse. If your company produces a lot of short-form content, take inventory of it and look for common themes. You may find opportunities to combine those smaller pieces of content into a larger resource.

Recycle: If you created something remarkable that your prospects and customers find compelling and share amongst their colleagues, don’t stop there. Recycle it into new content that can be updated and republished on a regular basis.

"A market is never saturated with a good product, but it is very quickly saturated with a bad one."

Henry Ford

Recent Projects

of Trevor Hopkins Consulting Services Ltd.

Here are four projects, either ongoing or completed, from one of each of the services areas we cover.

About Trevor Hopkins Consulting Services Ltd.

We are a global, full service Chromatography and Scientific Business Consulting Services company headquartered in the United Kingdom.

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