Complacency In Business: Don’t Fall Victim

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“Complacency can be the single most dangerous threat to any business.” https://amex.co/2Sc5Zow  

There is no room for complacency in business so don’t fall victim to this. Once you reach a certain level in business, it’s not a given that things will remain fixed. Remember it’s a marketplace with competitors and external threats.

Every industry is competitive and competition clutches onto the wins almost as quickly as they appear. It’s happened to me, it has probably happened to you and it will happen again. This is the nature of business and it’s exactly why feeling complacent during a time of consistency and success is so dangerous.

When I am speaking with businesses, I have had many conversations with owners who say, “We’re doing well, we don’t need to market, we’re literally turning people away.” and then I say, “But what happens when the market shifts or when your competition smells your success and swoops in on that?”

“Success is a lousy teacher. It seduces smart people into thinking they can’t lose”, said Bill Gates.

Those at the front of accomplishment remain successful because they continuously set goals, undertake new challenges and always have an objective to innovate. They won’t let complacency kill, they will be thinking ahead by investing time and money into improvements to ensure they stay at the forefront of the game.

If your company has found a way to meet its objectives and find growth in a competitive market, well done you! Celebrate your success but be aware that you can probably put money on the fact that your competitors have taken note and that they will be actively trying to figure out what you’re doing, with the aim to do it bigger and better.

What Happens When Complacency Sets In?

Complacency in business can carry a heavy cost and when it sets in opportunities are missed, quality drops and a business’s performance can suffer. We have all fallen victim to complacency; take driving legend Richard Petty as an example. He triumphed in the Daytona 500 seven times and was the champion of his time, however in the late 1970s, his career deteriorated due to his decision not to move with his competitors and introduce more refined engineering to his cars.

The lesson here? Fighting change and complacency can defeat any person or business, no matter how brilliant you are.

So how do you remain competitive and fresh?

Here’s a few tips for you:

  • Successful or not, if you aren’t producing fresh, new content for the internet you will quickly remain non-existent
  • Spend time looking where the market is going
  • Listen to new ideas, speak to those you employ, bring in an agency to produce some of your work
  • Stay consistent with your goal setting
  • Remember: You can always do better: Look at yourself and what you are doing, what can you do better?
  • Challenge your team
  • Create a new achievable plan
  • Invest time and money to improve your skills
  • Use Facebook advertising and social media to target who you want to reach

“Times change, tastes change, technology changes. People change. And aren’t we all dependent on people for our business?” http://bit.ly/2CM4yn0

Whether your business is online or off, large or small, there’s no denying the rewards that innovation will bring. It’s fine to celebrate this success and be happy with this however, when this translates into being complacent, it’s time to take stock before your stock becomes worthless.

Keep innovating and creating because when we fail to modernise and renew, we can fall stagnant very quickly.

If you are a company falling victim to complacency then our consultancy, strategy and planning services could assist you with setting out priorities and goals, thus being able to continue to develop and grow.

Elizabeth Hough, White PR and Marketing, Creative Director elizabeth@whiteprandmarketing.co.uk

Find us on Facebook: @WhitePRandMarketing

Website : https://whiteprandmarketing.co.uk

Is The ‘YES’ Word A Detriment To You and Your Business?

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What To Say To Your Target Market?

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What To Say To Your Target Market?

Are you struggling with what to say to your target market and how to say it?  

First of all, let’s stop calling them, target market. They are humans after all. Years ago, traditional media channels like television, radio and print carried a formal voice which was acceptable, it worked, however times have changed and gone are the days of the traditional methods of speaking to your audience.

Talk human talk

Social media has risen above traditional forms of marketing and has become the new integral part of business life. It is said to be seen as the most popular way to interact with customers. In business, social media is used to market products, promote brands, connect to current customers and foster new business.

But how is this done?

Social media is about being “Social,” and conversational. Use the formality voice spoken years ago and you will run the risk of sticking out a mile and turning your customers off.

Turn off the stiffness and correctness, people want to be able to relate to you. Talk to your audience as if they were humans.  Have a conversation with your customer, this tone will encourage a conversational response and will sound much more genuine.

The more you speak to your customers like they are humans, the more likely they will listen to what you have to say.  Much like a friend saying your name to get your attention, using descriptors in your marketing messages, that your audience will recognise in themselves, will get their attention.

Get to know your customer

Get to know your customer, consider what you don’t know about them, their goals, desires and habits. Each conversation you have isn’t about small talk, there should always be a purpose in mind, but get to know your customer by asking about things that aren’t directly relevant to selling your product or service. This will help form a picture in your mind of them, their likes and dislikes, and help engage with them better.

Ask the kind of “get to know you” questions you would ask in a real-life introduction.  Choose topics that have purpose for your market research, but also ask the questions because you just want to know your customer better.

Companies that use social media and new forms of marketing, to show they understand and care about the audience they serve are the ones that get attention, get fans, and get passed along because they’re trying to make a genuine connection rather than just sell.

Remember, yes your clients are buying a product or service from you, but they’re also buying the feeling, impression, sentiment they hope to experience once they have bought it.

We need to make business personal again and I believe the most effective way a brand can talk to their clients is by saying: “We aren’t perfect, we know how you feel, we understand, we can relate. It’s hard work and frustrating, but we can help, we have a solution and you’re going to be just fine.”

Thank You,

Elizabeth Hough, White PR and Marketing.

If you would like help with your PR and Marketing, contact me today, elizabeth@whiteprandmarketing.co.uk, info@whiteprandmarketing.co.uk, 07739109465. 

 Next Blog: What’s “Conversation Marketing”?  

How To Reach Your Target Market?

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How To Reach Your Target Market?

The more people who know about your company, the better, however your promotional campaigns will be even more effective if you can focus them specifically at clients who are instinctively more likely to be amenable to your message.

Devising an effective marketing strategy isn’t always easy – you will have to make judgements on who you think your target customers are, then spend time gathering information about their purchasing habits. Often it is extremely time consuming however target marketing allows you to focus your marketing budget and brand message on a specific market that is more likely to buy from you than other buyers.

So how do we identify our target market?

Target Marketing requires that you undertake several different tasks.

Think

Think carefully about your customer, who are they? What are their hobbies? What area do they live in? When I work with clients I find it helpful to go through the following factors:

  • Age
  • Education level
  • Gender
  • Income level
  • Location
  • Marital or family status
  • Occupation

Psychographics

  • Attitudes
  • Behavior
  • Lifestyles
  • Personality
  • Hobbies
  • Values

Competitors

An easy way to find out which kind of marketing campaigns works and which doesn’t is by researching competitors in your industry. Ask yourself :

Who are your competitors targeting?

Who are their current customers?

Look within at your existing customer base

Who are your clients, and why do they buy from you? Look for common characteristics and interests. Which ones bring in the most business? It is very likely that other people like them could also benefit from your product/service.

Defining your target market can be tricky however I encourage business to go through this painstaking task. This will be a much more efficient, and effective way to reach potential clients and generate new business.

If you identify your market in advance and then deliver information about your business specifically to that market, you’ll be an a better position to good success rates.

Thank You,

Elizabeth Hough, White PR and Marketing

For further information about your PR and Marketing contact me today, White PR and Marketing, elizabeth@whiteprandmarketing.co.uk, info@whiteprandmarketing.co.uk, 07739109465. 

Next Blog: What To Say To Your Target Market

‘Teamwork Makes The Dreamwork’ John C. Maxwell

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You want your company to stand out from your competitors and continue to grow, grow, grow! So, what’s the next step?

Do you:

Invest in more marketing?

Plough more energy and time into a bespoke website?

Are you the owner? Perhaps a new printer for your office, or coffee machine?!

‘Teamwork makes the dream work, but a vision becomes a nightmare when the leader has a big dream and a bad team.’ Maxwell, J.C , 12, 2008

Your team is your most valuable asset and your team will keep adding value once they feel your loyalty is as strong as theirs. So ditch the idea to buy an expensive coffee machine!

When putting your next monthly, quarterly, yearly strategy together think about the investment in your employees, your people, your team!

Can you guess the reason why most individuals leave their jobs?

Is it wages? Maybe it’s because they don’t get on with their manager?

It’s actually because they don’t feel valued at work. It may sound simple and something you already know but praise and recognition motivates employees!

‘Employees are a company’s greatest asset – they’re your competitive advantage. You want to attract and retain the best; provide them with encouragement, stimulus, and make them feel that they are an integral part of the company’s mission.’ Mulcahy, A.M, 16, 2016.

Here are eight ideas that you can implement in order to create a healthier and happier work environment, where your employees will consistently feel appreciated: 

1.    Awards:

Create monthly achievement awards.

Everybody needs recognition. Here are some ideas for awards:

  • The cellotape award – The person who fixes everything
  • The tooth fairy award – The person who smiles the most
  • The bungee jump award – The person who takes the most risks

2.   Celebrate:

It’s important to celebrate and appreciate your staff on their work anniversaries.

Ask an employee’s manager, or someone from the executive team to come up in front of the rest of the team to honour this person on their special day.

Share stories of their hard work, highlight some of their accomplishments and communicate how grateful you are that this person chooses to help your business move forward every day.

3. Food:

Offer free food!

A survey conducted by Peapod found that 67% of full-time employees with access to free food at work reported being “very” or “extremely” happy at their current job.

4. Handwriting:

Write a hand-written note to the person celebrating a work anniversary. We use this to fortify relationships with our customers and vendors, so why not do it with your employees too?

5. Health:

Offer health benefits: a cycle to work scheme, gym membership, yoga membership, appoint a member of the team to post weekly updates on what health and fitness options are going on locally.

6. Personal Rewards: 

Offer benefits that matter to the individual; in order for your perks to be effective in keeping your employees happy, they need to be tailored to their specific needs and desires.

7. Spirit:

Promote team spirit: challenges and contests are a great way to get people involved, especially if there’s an extra incentive for winning, like a gift card or prize such as a meal for two at a local restaurant, a day off etc.

8. Team Meetings:

During your weekly team meeting make it part of the slot to recognise excellent work or achievement. This can be extremely impactful.

Many of the above ideas will not cost you very much however they will make a difference in the lives of your employees, which is something that will help create loyalty in your business.

‘Investing in your employees is not only great for the individual, it’s also beneficial for your company.’ Kelly, S, 26.02.2016

Elizabeth Hough, White PR and Marketing, Creative Director

For further information about your PR and marketing contact us today, White PR and Marketing, info@whiteprandmarketing.co.uk, elizabeth@whiteprandmarketing.co.uk, 07739109465. 

Content Marketing: Are You Capitalising On Your Business Content?

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When I was younger my brother and I would sit with the Magic Eye books. Admittedly, I was never great at spotting them and sometimes when it was too difficult I would become convinced that there was no image there at all and would want to give up.

I began thinking the whole thing was a load of rubbish – until I saw the picture that is!

After I discovered the image, my brother would pick up the book and give it a go. I would get frustrated because he couldn’t see the picture. My friends would then come round and take ages to spot the magic eye.

“I can’t believe you’re not seeing them’, I’d say, ‘It’s so easy!’

Once I had seen the image, I could never un-see it.

I had the knowledge.

So how does this apply to your business?

‘The Curse of Knowledge is a documented cognitive bias and this is particularly dangerous in business.’ Dart, Simon, 2016

Your customers are not the experts of your business. You are.

You are the beholder to the magic eye image and have the responsibility to drive and direct that knowledge in the right way.

Have you assessed your company content recently?

The curse of knowledge affects us all, especially when writing we take for granted that we know about a topic.

Take a look at your website, blog posts, Facebook posts, tweets, email campaigns, press releases, these are all methods that help direct your customers to your services. Their purpose should be to engage your target audience with clear content, therefore if your content is not focussed and engaging, you are potentially losing customers by the second.

‘What your company is writing down on your website, or blog, is imperative for returning business.’ Marshall, Adams, 2016

Don’t miss the opportunity to attract customers just because you understand what you are saying.

Every company has a target audience and requires a type of content that is going to attract them. Content should contain clear, comprehensive words (key words) with the aim to retain customers.

‘Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.’ http://bit.ly/2uh2Uam

When customers are directed to your website at night, or reading your company brochure at home, they are not face to face with you. The customer cannot ask you questions about words they read, posts they see, product information etc.

If they are struggling to understand your content what do you think they will do?

‘Reading great writing is like listening to the perfect piece of music, watching a top performance or seeing a fantastic film.’ (Mews, R, 2003, p. 76)

If any of these makes an emotional connection with me, I can’t wait to go back for more. I anticipate the next performance, however if I hear or see bad work, I don’t want to revisit this again.

This applies to business therefore I urge you to revisit your content and consider what your content is saying about you.

How do you ensure that you are engaging with your customers in the right way?

Below are seven tips to ensure your content is reaching your target audience:

1.    IDENTIFY YOUR TARGET AUDIENCE:

Learn about the people in that specific group. What do they need but are not getting? What information are they hungry for? What matters to them? Where do they hang out most of the time? Before you start creating your content, you need to understand for whom you are writing. Ask yourself:

  • Who is my current customer?
  • Who is my potential customer?
  • Who would find my content useful?

Once you have the personas in place, use them to create content and solve problems. The key to your content is to help your customers help themselves and the only way to do that is to understand your audience. If you do not understand your audience then your content will fail.

2.     TAILOR YOUR CONTENT:

Content must be tailored to appeal to different prospects at different stages in the purchasing process. Consider your content with the customer journey in sight.

Think about using different types of content, i.e. a blog article with the new buyer in mind; a Facebook post to say thank you to returning customers; a news feed offering discounts for those who have bought from you five times in the past year. These forms of information can all run alongside each other targeting your customers at different times.

3.    STAY FRESH AND AHEAD OF THE GAME:

Create new forms of content with the aim to increase your brand awareness. Don’t stay trapped in old content; the world is moving fast and you must move with this. Continue to look for ways to stay fresh, i.e. designing a monthly newsletter with images, be proactive and keep moving.

4.    CONSISTENCY, CONSISTENCY, CONSISTENCY:

Revisit your content and make sure the style, the tone, your business vision is consistent across all content platforms.

5.    ENGAGEMENT:

Make your content engaging: if you’re interested in growing and marketing your business you must be writing content that is engaging and educating your customer about you.

Customers need to view your site comfortably and with ease, they want to read your content and feel they trust you enough to do business with you.

6.    HIRE THE PROFESSIONALS:

If writing is not your strong point, do not hold back: hire the professionals. They will use techniques to create content that will ensure your customers return.  You’ll find customers will:

  • Trust you more
  • Subscribe to your content
  • Share your business with others

‘A content writer is a person who specializes in providing relevant content for businesses. They will consider all forms of your business writing and advise on the best strategy to drive business and customers to you.’ Watson, Sarah, 2016, p 20.

7.    REPEAT

Once you have stepped back and revisited your content strategy, ‘Repeat, repeat, repeat,’ good content, engaging posts, time and time again. Use different forms of content to target your customers at different stages but always ensure you are repeating your company tone and values. This will ensure you will hold a loyal audience for your business.

Anyone who has a company and invests in content, including a website, a blog post, a Facebook page, company brochures, and emails, and does not use these properly should be putting plans in place to create a new strategy.

Elizabeth Hough, White PR and Marketing, Creative Director

For further information about your PR and marketing contact us today, White PR and Marketing, info@whiteprandmarketing.co.uk, elizabeth@whiteprandmarketing.co.uk, 07739109465. 

Is Your Company Adding More Noise To The Sea of Sound and Getting Lost Amongst The Waves?

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In the current world we live in, there is a danger to just do and not think about the messages you are giving to your customers. Time constraints are a big problem and companies tell me that they simply do not have any extra time to plan their marketing.

Make the time. There are rapid business changes by the second and your company needs to stay ahead of its competitors.

In order for your business to win market share and stay current, you need to take a look at the ways you market your product. Step back and ask yourself:

  • Are my methods focussed and targeting my audience in the right way?
  • Have I thought about the design of my advert?
  • What content is appearing on my web page and does it convey my message?

The marketing methods you are using need to be relevant and need to stand out amongst your competitors.

When was the last time you reviewed your marketing strategy?

  • Did you start your marketing plan with clear business aims and objectives that considered your target audience?
  • Did you have a clear vision as to the outcome of your marketing campaign?
  • Do you have a marketing plan?

Be honest; had you researched your competitors and looked at what methods they were using to win over new customers?

Did not have time?

Stay ahead of the game and create the time to consider a plan. Whether you are launching a new product or putting together a press campaign to tell your audience about an award you have recently won, the way you communicate your message needs to be clear. The wording, the graphics and the content have to be focussed and a cut above the rest.

Know your competition

Who are your competitors? When considering your marketing plan your competitors must be at the forefront of your mind. We are currently living in a world where over 570 websites are being brought to the internet every single minute. The rise in business start ups is on the increase and your company needs to be ahead of the game.

Do not be afraid to start afresh with a blank page

Every company is different and marketing methods that have worked in the past, may not be relevant now.

If you are feeling trapped and need a fresh approach, consider taking a step back and reviewing. Why not consider calling in a marketing expert or consultancy and start your next campaign with a blank page.

Which would you choose?

  • A website with little information, no graphics or images, plain colours, difficult to navigate through, content confusing and lengthy, a news page which says, COMING SOON
  • A website with clear information, eye catching graphics, relevant focussed content with words used to target your audience, a news page which tells of current awards won, employee sales and achievements, and a blog which gives handy product tips and advice

Top tips to consider when thinking about marketing

Ready to start afresh? Below are some points to consider when reviewing your current marketing methods and planning your next campaign:

  1. Content:

‘Only 1 percent of Internet users produce the content online. The remaining 99 percent are onlookers, they just consume…watching as humanity progresses and history unfolds.’ R.Goodwin 03.10.17 http://bit.ly/2tLyZXg

How does this apply to you and your company? Be that 1% who carefully produces content and marketing material that adds value to your customer base so you are at the forefront of your vision time and time again.

The material you produce needs to be engaging and thought provoking, your brand needs to create a careful message that will make your customers want to keep coming back for more.

       2.Customer:

Who is your customer?

When planning your campaign your customer must always be at the forefront of your mind. How does your company fit into the lives of your customer, how are your products going to help them? Think about the words you use and what the audience is reading. Is it user friendly and easy to understand?

        3. Website:

How does your current website look?

This is your shop; this is where you present your company to the world. The design of your website must be clear; words and images should be carefully chosen to engage with your customers and establish yourself as a trusted brand. Ask yourself if what you are writing is.engaging and if it shows your product in the best light possible.

Choose a website you can manage and update regularly so you can change with the ever growing business world.

‘Those businesspersons who embrace the rapid changes of the Web are those who will be in the best position to benefit from them.’ Richard Branson

         4. Graphics and images:

Are you using clear, high resolution, relevant images alongside your content? This is your shop and opportunity to sell your product. Whether you are producing content for your website or putting together an email campaign to launch a new service, always use imagery alongside the content.

The image you use could be the ticket to catch the attention of the customer and make them read on. Choosing the right graphics is extremely important, it is your chance to sell your product so make sure the images are clear, have three different angles and ways of presenting your product.

          5. Blog:

The popularity of blogging is only on the rise. With two blogs being created every second, companies need to embrace this opportunity and way to market.

How does this apply to you?

Blogging is another way to show off your services or products.

Blogging is about sharing; this is your chance to tell your customers about your products, it is your opportunity to engage with your audience and tell your

story. Talk about your authentic attributes and the expert knowledge you can offer your customers. Tell your audience about new products, current offers, employee achievements. Give top tips on how to use your products and point readers in the direction of helpful websites to find information from.

‘Blogs help to influence customers’ buying decisions and if your business doesn’t take advantage of this, your competition will.’ R.Goodwin 03.10.17 http://bit.ly/2tLyZXg

Reflect, re-evaluate, re-design

To conclude, reflect, take a step back, re- evaluate and review your next marketing campaign. Ensure your aims and objectives are enhancing your product or services; that your content is telling your story in the best way possible; that your visuals are clear and concise, and that your online presence is always set on engaging with your audience with thought provoking status relevant to your customer.

Ten key words to think about when considering marketing:

  • Aims
  • Clear
  • Competition
  • Consistency
  • Customer
  • Engagement
  • Focussed
  • Objectives
  • Unique
  • Value

It’s a competitive business world for all types of companies, large and small, and growth continues by the second so how you present your business and how you plan to grow your brand is imperative.

Elizabeth Hough, White PR and Marketing, Creative Director

For further information about your PR and marketing contact us today, White PR and Marketing, info@whiteprandmarketing.co.uk, elizabeth@whiteprandmarketing.co.uk, 07739109465. 

What Is The Secret To Business Success?

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There is no hidden secret to success. The word ‘success’ is a very subjective term and it does not mean the same thing to two people.

Not knowing how you define your business success can make the process of becoming successful challenging.

‘It’s like fumbling around in the dark to find something when the light switch is right next to you, if only you would stop grasping in the dark and focus on the light switch.’ Gregory, A,  11, 2010

Do you feel the light switch has turned off recently? Are you feeling drowned in business chaos and confused as to which direction your company is going?

This is natural; the world is in a constant state of change and maintaining growth in a highly competitive market place is challenging.

First step: Refocus your vision

Are there areas within your field that you feel you are not targeting?

Identify these areas and put together a fresh marketing plan with clear business aims and objectives.

Forbes provides a great template for a marketing plan. Have a look here. http://bit.ly/2uS3c5u

Your plan will assist you in re-evaluating your company goals and will help put you back on the road to achieving your business success.

‘A marketing plan is a comprehensive document or blueprint that outlines a company’s advertising and marketing efforts for the coming year. It describes business activities involved in accomplishing specific marketing objectives within a set time frame.’

http://bit.ly/2uRUDYb

When putting a marketing plan together why is one method of communication not enough to make your company successful?

Do not expect to keep your business in the mindset of your customers and gain success with a single media placement.

‘Success is nothing more than a few simple disciplines, practiced every day.’ Jim Rohm: http://bit.ly/2sQvOuy

When developing your plan, think about marketing through various forms and practice these daily.

New research indicates that repeated exposure is the key to gaining brand recognition and engagement. That does not mean you have to turn away from traditional marketing methods. Try varying your options and choose from:

  1. Facebook posting
  2. Twitter updates
  3. Instagram
  4. Pinterest
  5. Blogging
  6. Newsletter writing
  7. Flyers in areas your customers will be
  8. Referrals – have referral schemes in place
  9. Email marketing
  10. Networking events
  11. LinkedIn

Customers that see a company in a variety of different forms will view your company as more important than your competitors.

ATTENTION!

According to http://bit.ly/2uRGfiU the average attention span of a human is 8 seconds.

Wow! I found this quite astonishing; after 8 seconds the average human has switched off and moved on! Use this knowledge; if you want to be successful then you have to stay ahead of the game and keep a consistent presence in the mind of your target audience.

So, how do you be consistent and stay in the mindset of your customer?

Below are seven handy tips to keep in mind:

  1. HIRE THE EXPERTS

Deciding which marketing methods to use in order to stand out from the competition can seem an incredible challenge and time consuming activity.

My advice: hire the expertise. In the long term this will create an incredible return on investment. The professionals will align with your vision and help you understand that marketing in the current world does not have to be overwhelming. They will get to know your definition of success and take the lead in specialist areas to help you along your way.

       2.Visibility

Most people do not visit a web or mobile site after the first time they see an advert. They need to see a company repeatedly in order to be persuaded to visit so use your various marketing channels.

      3. ENGAGEMENT

Think about what you are posting; is it engaging? Does it create questions that makes the customer want to pick up the phone, make a comment, follow a post, buy your product?

       4. CONSISTENCY

There is no sense in blog posting for two to three weeks, advertising on Facebook, then stopping and not understanding why there has been no customer interest. Stay consistent and use the platforms available! If you do not then your competitors will.

        5. LONG TERM PLANNING

Marketing can be challenging in today’s fast paced, digital world. There are competing businesses in just about every niche imaginable.

Access, analyse, research and plan your campaigns carefully.

Why don’t you create a 12 month timeline and think about what it is you want to achieve? Think about your marketing material, what times of the year you should post an advert, what methods you will use, what graphics, images, content is best for certain periods etc.

        6. REPETITION

Choose your platforms and methods of how you will target your audience and repeat, repeat, repeat. Blog daily about your products; be the expert your customer is looking for; set up a monthly newsletter which tells your audience what is going on in your business. Write about awards, recognition, advertise testimonials and stay ahead of the game.

         7. RELIABILITY

Customers want reliability and professionalism and that applies to your marketing. Do not expect to be successful and stay in business if you are not reliable with your chosen marketing methods.

Every business defines success differently, however most goals are geared towards developing a base of loyal, returning customers.

So how do you achieve this?

Step back and realign with your definition of success then choose ways to give your customer consistency, reliability, repetition and good quality service.

‘Success is not final; failure is not fatal: it is the courage to continue that counts.’ Churchill, W

Elizabeth Hough, White PR and Marketing, Creative Director

For further information about your PR and marketing contact us today, White PR and Marketing, info@whiteprandmarketing.co.uk, elizabeth@whiteprandmarketing.co.uk, 07739109465. 

What Are Your Marketing Tactics?

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A strategy is a scheme for reaching a specific goal, while your tactics are the means you go by to reach that goal.

In business, a strategy details extensive objectives, such as increasing sales, market share or creating a particular image for your business. Tactics for achieving these objectives might include using price to establish you as affordable or high-end.

TIP: Know your customers

The most important tactic to consider above all is to know your customers.

Create detailed customer profiles of both current and desired customers which includes the age, gender, marital status, geographic location, educational level, parental status and other information.

Without this information, it will be difficult to create strategies and even more difficult to tactically implement them. Knowing your customer demographics will help you choose the right marketing channels, such as advertising media, to reach your customers.

Below are some further aspects to consider when thinking about your marketing tactics:

Tactic 1:

Do you want to increase profit?

If you want to increase your profits, one approach might be to raise your rates in conjunction with rebranding a product or service as upscale.

Tactic 2:

Do you want to increase your market?

If you want to increase your market you may wish to look at finding new areas where your customers are likely to be, i.e. if your customers are health conscious, you might consider sponsoring events such as Tough Mudder or writing a column in a health and fitness magazine.

How do we implement our tactics?

Using a variety of marketing channels to implement your tactics is critical for effectiveness. By selecting the correct advertising media, public relations, cause marketing, sports marketing, and distribution channels you will increase chances of reaching your objectives and goals.

For example, if one of your strategies is to increase sales amongst women, you may consider sponsoring womens’ running events or netball leagues which may help gain further company interest.

Elizabeth Hough, White PR and Marketing, Creative Director

For further information about your PR and marketing contact us today, White PR and Marketing, info@whiteprandmarketing.co.uk, elizabeth@whiteprandmarketing.co.uk, 07739109465. 

What Motivates Your Customers To Buy?

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Understanding the psychology behind what makes people want to purchase is important to improve your sales figures and results. This should be considered first and foremost before any marketing is put in place.

If you are able to focus on the motivation behind purchases, you can better tailor your marketing strategy and improve your chance of increasing sales.

A customer comes to you to solve a problem. Be aware that the greater the frustrations, the higher the urgency a customer will feel. Your aim is to always convince customers that you, your product or service will make any wrong a right!

But how do you convince your potential customers that they need your product?

This can be easily done through the language you use in your content, conversations, adverts and marketing.

We live in a time where ease and convenience is highly valued. Understanding this is vital to convincing customers through content, conversations, adverts and marketing that your product will improve their lives, save them time and, most importantly, save them money.

Some businesses market their products by indicating how quickly the customer recovers the spend purchase. When doing this make aware how simple your returns policy is or how much time previous customers have saved using your product.

Customers like to feel like they are number one, therefore by offering exclusivity within your product, you will help to ignite this feeling making them feel extremely special.

How do you make your customer feel special?

You can do this in a number of ways: offer a special discount via email marketing to certain customers; through selling an item made in small numbers, or perhaps an item that is bespoke or custom-made.  

Continuing to look for ways to convince customers to buy products or services from your business is essential to company growth.

Elizabeth Hough, White PR and Marketing, Creative Director

For further information about your PR and marketing contact us today, White PR and Marketing, info@whiteprandmarketing.co.uk, elizabeth@whiteprandmarketing.co.uk, 07739109465.