Marketing Q&A banner

What is marketing?

Marketing is the term used to describe the different ways businesses promote their products or services.

You can have the best product or service in the world but if you do not tell people about it they will not know it exists.

Successful marketing therefore involves creating demand for a product or service that meets the needs of a group of customers rather than focusing simply on getting people to pay for the product or service.

What types of marketing are there?

There are many different types of marketing including:

Internet marketing

Promoting your brand on the Internet using methods such as email marketing and online advertising.

Social media marketing

Promoting your brand on various social media networks including Facebook, Twitter, LinkedIn and YouTube.

Content marketing

Creating and sharing content online that helps to educate your target audience, rather than trying to directly sell your products or services to them.

Offline marketing

Promoting your brand offline using traditional methods such as newspaper and television advertising.

Outbound marketing

Promoting your brand to people who are not proactively looking for your products or services, using methods such as billboard advertising and website banner advertisements.

Newsletter marketing

Promoting your brand using traditional newsletters or e-newsletters, usually to a group of people you have already engaged with.

Direct marketing

Promoting your brand directly to both current and potential customers using methods such as email marketing, social media marketing and telemarketing.

What are the benefits of marketing?

There are a number of benefits to marketing including:

Brand awareness

Marketing lets people know you exist and developing your brand successfully will result in you being at the top of their list when they are looking for your product or service.

Customer loyalty

Marketing gives you the opportunity to develop a loyal and trusting customer base that become proactive advocates for your brand.

Targeted audience

Marketing gives you the opportunity to promote your products or services to a targeted group of people who are interested in what you are offering.

Customer interaction and insight

Marketing allows you to regularly communicate with your customers and learn all about them.

This information in invaluable as you need to continually create content that will not only meet the needs of your current customers but also the needs of your potential customers.

How do you promote your business using marketing?

The beauty of marketing is that it allows you to promote your business to a vast audience using a number of different methods.

However, in order to successfully promote your business you need to know how you want to be known.

So ask yourself:

“What do I want my business to be known for? What are our values?”

It may be that you want to be known as a family run business that is at the heart of the community or a trusted business offering fantastic customer service.

It may take some time to come up with the answer but it will be time well spent.

How can I use marketing to grow my business?

The great thing about marketing is that it can adapt to the needs of your business whether you are a small start up or a multinational corporation.

How you use marketing to grow your business is therefore dependent on your own individual goals.

If your goal is to grow your online presence then a combined content marketing and social media marketing strategy will help you to succeed whereas if your goal is to grow your business through gaining new customers then you may want to focus on outbound marketing.

The key to successfully growing your business is to create a marketing strategy that will help your achieve your goals

This will require you to dedicate some time to researching the right solution for you or you can seek some advice from a marketing company if you feel you need an expert opinion.

What are the most effective ways to market your business?

There is no right or wrong answer as a marketing campaign that works for one business may not work for another.

Two companies can offer the exact same product and both use the same form of marketing to promote it.

The success of their campaigns will come down to a number of factors including:

Planning

Did they take the time to identify the problem they are trying to solve for their customer? Did they make this clear in the campaign they created? Have they communicated the right message?

Targeting the right audience

Did they create customer profiles for their product? Did they then use this information to target the right audience?

Timing

Did they think about the best time to send their message out? Will their target audience see their message if they did not? Did they check to see what else was happening in the world on that day that may reduce the impact their message may have?

Luck

Did their product go viral? Did an important blogger online see their product and shout about it? Did a news outlet release a story that could have a positive or negative impact on their product?

As you can see from the list above there are a number of factors that you can control and some that you cannot.

It is therefore vital that you take the time to carefully plan your marketing campaigns to give you the greatest chance of success.

But remember, not every campaign will succeed and that’s ok. There is a fine line between success and failure and therefore it is important to learn from every campaign and use what you have found to make the next one even better.

Why do I need to market my business online?

Because if you do not you are losing out on a lot of potential customers….. And we mean a lot!

In fact over 80% of all transactions start from an online search, with over 70% of people making their buying decision before they contact a business.

Consumers are now proactively searching for information on the product or service they are looking for, meaning you need to be one of the first companies they find.

And they need to trust you. This means that instead of selling them your products or services you need to start giving them answers. If you don’t, it is unlikely they will find you at all.

It is therefore essential that you not only have a customer focused website that will answer their questions but also a strong and interactive social media presence.

If you don’t, your competitors will be waiting for them!

How can I get my business to stand out from the crowd?

Can you answer the following question:

“What makes you different from your competitors?”

If you can answer this question then shout about it and let people know what makes you different.

If you cannot answer this question then you need to stop what you are doing and take some time to answer it.

It may take minutes, hours or days but until you do you will never be able to stand out.

If you are struggling to come up with an answer there are a number of ways you can make yourself stand out including:

Your service

Is the service you offer different to your competitors? If not, is there a way that you can make it different?

Your product

Is your product unique? Or can you offer something extra that adds value for the customer?

Solve a problem

Is there a problem that you solve for your customers? Is there a common problem within your industry that you can solve (who likes going to the dentist!)?

Offer a guarantee

This one scares a lot of people but if you can offer your customers a guarantee (that you can deliver on) then why wouldn’t they use you.

Customer service

How great is your customer service? Is there anything you can do to make it better and more importantly different from everyone else?

Ask your customer’s

Do you ever ask your current customer’s for feedback? It is amazing what you can find out and use to your advantage.

Tell people

This sounds like a strange one but it is amazing how many people know what makes them unique but are too afraid to tell people in case their competitors find out. We say let them find out! As long as you can do what you do better than anyone else then people will want to use your products or services.

But always remember, you are not selling a product or service, you are offering to make your customer’s life easier through the product or service you are offering.

 

How much time should I spend on marketing?

As much time as you have. The more you put into marketing the more you will get back.

The reality is that you probably spend more time thinking about marketing than you realise.

If you have a product or service to offer then you will always be thinking of ways to tell people about it.

This is the basics of marketing.

It really comes down to how much you can afford to spend on marketing, both in terms of time and money.

Should I hire a marketing company to promote my business?

Not always! Probably not the answer you were expecting to find on the website of a marketing company is it.

Marketing companies are experts in their field and the benefits speak for themselves, however the truth is that hiring a marketing company is not always the best choice for your business.

But this does not mean you cannot seek some advice from one as they have the knowledge to help you succeed.

There are a number of options you can consider including:

Do it yourself

This may sound like the easiest option but be honest with yourself. Do you have the time and experience to make your marketing strategy a success?

Go on a training course

If you have the time and would like to learn the basics of marketing then book yourself on a training course.

Hire someone to do it for you

This does not have to be a full time member of staff. Think about the needs of your business, it may be that you start by hiring someone for a few hours a week. This will allow you to keep your marketing in-house although recruitment and training is expensive.

Hire a marketing company

The benefit of hiring a marketing company is that you will have instant access to years of experience, giving you the highest chance of success. You may think that this will be expensive however any good marketing company will be able to advise you on the best strategy for the budget that you have.

Whatever route you decide to go down it is essential that you, as the owner of your business, remain involved in the marketing process to ensure that it remains connected to the values and core objectives of your business.

How do I measure return on investment when it comes to marketing?

Traditionally, marketers calculate the return on investment (ROI) of a marketing investment by measuring how much sales have increased by. However, this is a somewhat blunt way of measuring success. Not all success is measured in sales. Short term you could analyse a marketing campaign as a failure when long term It has actually lead to an increase in brand awareness and ultimately success. Therefore, it is important to keep an open mind and understand the outcomes other than sales that could bring benefits to your company.

How can I get marketing results fast?

Immediate results can be hard to achieve so realistic expectations are a must.

Your desired outcomes of increased sale etc. may take longer than a few weeks or even months to achieve.

Whatever plan you undertake you have to be committed to it and give it time to bear fruit.

However, there are a few key things you can do now to set yourself on the right course. One that is better placed to see results.

Understand your customer

First you must understand when your customers are ready to buy your products or services.

The simple truth is that people buy when they are ready to buy. For them to buy from you they have to have three key things. They must know you, like you and trust you.

Raise awareness

Focus on raising awareness of who you are. Branding is a really important way of raising your awareness.

Marketing strategies

You can then look at marketing strategies.

Email marketing is a great way of deepening and nurturing a relationship.

Think about asking people to sing up for you mailing list. You can then reach them directly with newsletters and special promotions to entice them to buy with you.

Social media is massive and growing by the day. But don’t simply post updates. The key is in the name “social media”. So get social. Interact with people who react to the posts you put out. Build relationships on the different social media platforms.

Content marketing is also a great way to see fast results.

Content marketing is a way of building trust by helping people. Perhaps you have a great tip to share that will help people. Write a blog post about and promote it. You could soon be seen as an expert in your field.

But don’t think you can just post once and all of a sudden see results. You have to commit to it and create content regularly.

Track results

The final thing to do is to track your results and understand what they are telling you. So track your visitors. Use your website and social media platform’s analytics. That will show what is working and what is not. It will help you evolve your strategy to get the best results.

How do I promote my business for free?

Here are some free ways to promote your business:

Social media

Social media is a great, free tool to build an audience and interact with them. You will gain vital brand exposure by utilising social media.

Content marketing

Sharing your expertise is great way of building trust in you and your brand. By positing yourself as an expert in your field and sharing some of your knowledge in articles and blog posts you can build a bigger profile and promote yourself to your target audience.

Search engine optimization (SEO)

SEO is the art of priming your website for performance on search engines. So get to the library or read more online about basic ways in which you can ensure your site features highly on search engine results.

Press releases

Every time your business does something newsworthy why not tell your local, regional and national press? You never know, they might just print it giving you great, free publicity.

 

How long should it take for my marketing to work?

In order to appreciate this answer, you first have to ensure you are not seeing marketing as some quick fix.

The fact is that marketing is a long term practise.

You will likely want to be in business for a long time. That will require ongoing marketing efforts.

But you have to ensure the strategy you implement is based on strong and solid foundations.

This will give you the best chance of succeeding.

Marketing requires commitment to see it through properly in order to reap the benefits good marketing brings.

it is likely going to take six months to a year for you to see the kind of long term results.

But the message here for business owners is to think long term. Build your strategy and work with it.

Commitment is key to quality and ultimately success.

How much does marketing cost?

A lot of how to answer this comes down to how much you value marketing to your business because you can pretty much get any bespoke marketing package you like for whatever budget you are willing to allocate.

However, here are some guide price ranges:

Marketing strategy

If you need help identifying the right customers, streamlining your product plans and developing competitive strategies you could be looking at £2,000 to £15,000+ for a project that will take several weeks or a few months.

This kind of effort may include customer research, competitive analysis and examination of your sales processes, customer service and technical capabilities.

For something more basic like promoting an upcoming product or service including a project plan, budget, timelines and deliverables you could be looking at £700 to £6,000.

Social media strategy

Getting your message out on social media is important. If you don’t feel you can commit the time and have the necessary expertise to implement a strategy you hire someone to work with you to formulate a plan that works for you. Giving you a clear strategy that brings the kind of return on investment (ROI) that you are seeking. The cost can be anywhere from £500 and up.

Social content calendar

What and when do you post on your social channels? A content calendar helps you plan content that aligns with your strategy. Monthly management of your social content plan may cost £500 per month or more.

How can I learn to market my business?

Good news, by visiting our site you are learning about marketing your business. The truth is that there is a wealth of information available in books and online. You can start there and read about marketing.

You can also enrol in courses that can give you a qualification and the tools to market your business.

Or you could utilise the services of a consultant to work with you to develop a plan whilst also en-parting their wisdom, thereby giving you the tools to continue marketing successfully.

What are the differences between PR and Marketing?

PR and marketing are closely related but there are differences.

The main aim of PR is to enhance an organisations’ reputation. PR involves managing information in order to increase awareness of a business amongst their target market.

Marketing is the process businesses follow to promote their products or services.

Successful marketing involves creating demand for a product or service that meet the needs of a group of customers rather than focusing simply on getting people to pay for the product or service.

What was the most effective marketing campaign of 2016?

This is of course subjective but our favourite marketing campaign of 2016 was H&M’s Come Together campaign.

The festive period is often when marketing comes into its own for some of the world’s biggest brands.

Think Coca-Cola’s legendary “holidays are coming” trucks.

Directed by Wes Anderson and starring actor Adrien Brody, this has an unmistakable style and remarkably, no product placement at all.

They instead focus on the heart-warming festive story and the coming together of the characters to celebrate the holidays in less than convenient circumstances.

The purpose of this is to create a feeling and impression in people’s minds of H&M as a brand that represents positive human traits.

This kind of marketing is designed to grow a positive view of the company and it really does.

What is a marketing strategy?

A marketing strategy is a plan of action designed to promote and sell a product or service.

It tells you what to say and how to say it in order to increase sales and awareness of your product or service.

How do I create a marketing strategy?

In order to create a strategy you need to do a number of things:

Analyse your business and its environment

Think about who you are and what you do will benefit your potential customers.

Identify your target audience

Develop a simple, single paragraph profile of your target customer. Identifying a customer profile will be your guide as you plan PR and marketing.

List your goals

What are you looking to achieve? Write down a short list of goals that want to see achieved as a result of your marketing plan.

Develop the tactics you will use

Will you use direct marketing to generate cold leads or will you use social media or content marketing to generate warmer leads? Identifying how you will go about reaching your audience will enable you to see better results than just going in without any strategy at all.

Set your budget

Figure out what you are comfortable paying for your marketing endeavours. A lot of businesses allocate a percentage of gross sales to marketing in order to maintain a steady flow of new business.

Start-ups may have to use different funding methods initially.

By setting your budget you will be able to prioritise the tactics you can afford and will yield the best return on investment.

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Send us your question today!

Marketing Q&A mobile banner

What is marketing?

Marketing is the term used to describe the different ways businesses promote their products or services.

You can have the best product or service in the world but if you do not tell people about it they will not know it exists.

Successful marketing therefore involves creating demand for a product or service that meets the needs of a group of customers rather than focusing simply on getting people to pay for the product or service.

What types of marketing are there?

There are many different types of marketing including:

Internet marketing

Promoting your brand on the Internet using methods such as email marketing and online advertising.

Social media marketing

Promoting your brand on various social media networks including Facebook, Twitter, LinkedIn and YouTube.

Content marketing

Creating and sharing content online that helps to educate your target audience, rather than trying to directly sell your products or services to them.

Offline marketing

Promoting your brand offline using traditional methods such as newspaper and television advertising.

Outbound marketing

Promoting your brand to people who are not proactively looking for your products or services, using methods such as billboard advertising and website banner advertisements.

Newsletter marketing

Promoting your brand using traditional newsletters or e-newsletters, usually to a group of people you have already engaged with.

Direct marketing

Promoting your brand directly to both current and potential customers using methods such as email marketing, social media marketing and telemarketing.

What are the benefits of marketing?

There are a number of benefits to marketing including:

Brand awareness

Marketing lets people know you exist and developing your brand successfully will result in you being at the top of their list when they are looking for your product or service.

Customer loyalty

Marketing gives you the opportunity to develop a loyal and trusting customer base that become proactive advocates for your brand.

Targeted audience

Marketing gives you the opportunity to promote your products or services to a targeted group of people who are interested in what you are offering.

Customer interaction and insight

Marketing allows you to regularly communicate with your customers and learn all about them.

This information in invaluable as you need to continually create content that will not only meet the needs of your current customers but also the needs of your potential customers.

How do you promote your business using marketing?

The beauty of marketing is that it allows you to promote your business to a vast audience using a number of different methods.

However, in order to successfully promote your business you need to know how you want to be known.

So ask yourself:

“What do I want my business to be known for? What are our values?”

It may be that you want to be known as a family run business that is at the heart of the community or a trusted business offering fantastic customer service.

It may take some time to come up with the answer but it will be time well spent.

How can I use marketing to grow my business?

The great thing about marketing is that it can adapt to the needs of your business whether you are a small start up or a multinational corporation.

How you use marketing to grow your business is therefore dependent on your own individual goals.

If your goal is to grow your online presence then a combined content marketing and social media marketing strategy will help you to succeed whereas if your goal is to grow your business through gaining new customers then you may want to focus on outbound marketing.

The key to successfully growing your business is to create a marketing strategy that will help your achieve your goals

This will require you to dedicate some time to researching the right solution for you or you can seek some advice from a marketing company if you feel you need an expert opinion.

What are the most effective ways to market your business?

There is no right or wrong answer as a marketing campaign that works for one business may not work for another.

Two companies can offer the exact same product and both use the same form of marketing to promote it.

The success of their campaigns will come down to a number of factors including:

Planning

Did they take the time to identify the problem they are trying to solve for their customer? Did they make this clear in the campaign they created? Have they communicated the right message?

Targeting the right audience

Did they create customer profiles for their product? Did they then use this information to target the right audience?

Timing

Did they think about the best time to send their message out? Will their target audience see their message if they did not? Did they check to see what else was happening in the world on that day that may reduce the impact their message may have?

Luck

Did their product go viral? Did an important blogger online see their product and shout about it? Did a news outlet release a story that could have a positive or negative impact on their product?

As you can see from the list above there are a number of factors that you can control and some that you cannot.

It is therefore vital that you take the time to carefully plan your marketing campaigns to give you the greatest chance of success.

But remember, not every campaign will succeed and that’s ok. There is a fine line between success and failure and therefore it is important to learn from every campaign and use what you have found to make the next one even better.

Why do I need to market my business online?

Because if you do not you are losing out on a lot of potential customers….. And we mean a lot!

In fact over 80% of all transactions start from an online search, with over 70% of people making their buying decision before they contact a business.

Consumers are now proactively searching for information on the product or service they are looking for, meaning you need to be one of the first companies they find.

And they need to trust you. This means that instead of selling them your products or services you need to start giving them answers. If you don’t, it is unlikely they will find you at all.

It is therefore essential that you not only have a customer focused website that will answer their questions but also a strong and interactive social media presence.

If you don’t, your competitors will be waiting for them!

How can I get my business to stand out from the crowd?

Can you answer the following question:

“What makes you different from your competitors?”

If you can answer this question then shout about it and let people know what makes you different.

If you cannot answer this question then you need to stop what you are doing and take some time to answer it.

It may take minutes, hours or days but until you do you will never be able to stand out.

If you are struggling to come up with an answer there are a number of ways you can make yourself stand out including:

Your service

Is the service you offer different to your competitors? If not, is there a way that you can make it different?

Your product

Is your product unique? Or can you offer something extra that adds value for the customer?

Solve a problem

Is there a problem that you solve for your customers? Is there a common problem within your industry that you can solve (who likes going to the dentist!)?

Offer a guarantee

This one scares a lot of people but if you can offer your customers a guarantee (that you can deliver on) then why wouldn’t they use you.

Customer service

How great is your customer service? Is there anything you can do to make it better and more importantly different from everyone else?

Ask your customer’s

Do you ever ask your current customer’s for feedback? It is amazing what you can find out and use to your advantage.

Tell people

This sounds like a strange one but it is amazing how many people know what makes them unique but are too afraid to tell people in case their competitors find out. We say let them find out! As long as you can do what you do better than anyone else then people will want to use your products or services.

But always remember, you are not selling a product or service, you are offering to make your customer’s life easier through the product or service you are offering.

 

How much time should I spend on marketing?

As much time as you have. The more you put into marketing the more you will get back.

The reality is that you probably spend more time thinking about marketing than you realise.

If you have a product or service to offer then you will always be thinking of ways to tell people about it.

This is the basics of marketing.

It really comes down to how much you can afford to spend on marketing, both in terms of time and money.

Should I hire a marketing company to promote my business?

Not always! Probably not the answer you were expecting to find on the website of a marketing company is it.

Marketing companies are experts in their field and the benefits speak for themselves, however the truth is that hiring a marketing company is not always the best choice for your business.

But this does not mean you cannot seek some advice from one as they have the knowledge to help you succeed.

There are a number of options you can consider including:

Do it yourself

This may sound like the easiest option but be honest with yourself. Do you have the time and experience to make your marketing strategy a success?

Go on a training course

If you have the time and would like to learn the basics of marketing then book yourself on a training course.

Hire someone to do it for you

This does not have to be a full time member of staff. Think about the needs of your business, it may be that you start by hiring someone for a few hours a week. This will allow you to keep your marketing in-house although recruitment and training is expensive.

Hire a marketing company

The benefit of hiring a marketing company is that you will have instant access to years of experience, giving you the highest chance of success. You may think that this will be expensive however any good marketing company will be able to advise you on the best strategy for the budget that you have.

Whatever route you decide to go down it is essential that you, as the owner of your business, remain involved in the marketing process to ensure that it remains connected to the values and core objectives of your business.

How do I measure return on investment when it comes to marketing?

Traditionally, marketers calculate the return on investment (ROI) of a marketing investment by measuring how much sales have increased by. However, this is a somewhat blunt way of measuring success. Not all success is measured in sales. Short term you could analyse a marketing campaign as a failure when long term It has actually lead to an increase in brand awareness and ultimately success. Therefore, it is important to keep an open mind and understand the outcomes other than sales that could bring benefits to your company.

How can I get marketing results fast?

Immediate results can be hard to achieve so realistic expectations are a must.

Your desired outcomes of increased sale etc. may take longer than a few weeks or even months to achieve.

Whatever plan you undertake you have to be committed to it and give it time to bear fruit.

However, there are a few key things you can do now to set yourself on the right course. One that is better placed to see results.

Understand your customer

First you must understand when your customers are ready to buy your products or services.

The simple truth is that people buy when they are ready to buy. For them to buy from you they have to have three key things. They must know you, like you and trust you.

Raise awareness

Focus on raising awareness of who you are. Branding is a really important way of raising your awareness.

Marketing strategies

You can then look at marketing strategies.

Email marketing is a great way of deepening and nurturing a relationship.

Think about asking people to sing up for you mailing list. You can then reach them directly with newsletters and special promotions to entice them to buy with you.

Social media is massive and growing by the day. But don’t simply post updates. The key is in the name “social media”. So get social. Interact with people who react to the posts you put out. Build relationships on the different social media platforms.

Content marketing is also a great way to see fast results.

Content marketing is a way of building trust by helping people. Perhaps you have a great tip to share that will help people. Write a blog post about and promote it. You could soon be seen as an expert in your field.

But don’t think you can just post once and all of a sudden see results. You have to commit to it and create content regularly.

Track results

The final thing to do is to track your results and understand what they are telling you. So track your visitors. Use your website and social media platform’s analytics. That will show what is working and what is not. It will help you evolve your strategy to get the best results.

How do I promote my business for free?

Here are some free ways to promote your business:

Social media

Social media is a great, free tool to build an audience and interact with them. You will gain vital brand exposure by utilising social media.

Content marketing

Sharing your expertise is great way of building trust in you and your brand. By positing yourself as an expert in your field and sharing some of your knowledge in articles and blog posts you can build a bigger profile and promote yourself to your target audience.

Search engine optimization (SEO)

SEO is the art of priming your website for performance on search engines. So get to the library or read more online about basic ways in which you can ensure your site features highly on search engine results.

Press releases

Every time your business does something newsworthy why not tell your local, regional and national press? You never know, they might just print it giving you great, free publicity.

 

How long should it take for my marketing to work?

In order to appreciate this answer, you first have to ensure you are not seeing marketing as some quick fix.

The fact is that marketing is a long term practise.

You will likely want to be in business for a long time. That will require ongoing marketing efforts.

But you have to ensure the strategy you implement is based on strong and solid foundations.

This will give you the best chance of succeeding.

Marketing requires commitment to see it through properly in order to reap the benefits good marketing brings.

it is likely going to take six months to a year for you to see the kind of long term results.

But the message here for business owners is to think long term. Build your strategy and work with it.

Commitment is key to quality and ultimately success.

How much does marketing cost?

A lot of how to answer this comes down to how much you value marketing to your business because you can pretty much get any bespoke marketing package you like for whatever budget you are willing to allocate.

However, here are some guide price ranges:

Marketing strategy

If you need help identifying the right customers, streamlining your product plans and developing competitive strategies you could be looking at £2,000 to £15,000+ for a project that will take several weeks or a few months.

This kind of effort may include customer research, competitive analysis and examination of your sales processes, customer service and technical capabilities.

For something more basic like promoting an upcoming product or service including a project plan, budget, timelines and deliverables you could be looking at £700 to £6,000.

Social media strategy

Getting your message out on social media is important. If you don’t feel you can commit the time and have the necessary expertise to implement a strategy you hire someone to work with you to formulate a plan that works for you. Giving you a clear strategy that brings the kind of return on investment (ROI) that you are seeking. The cost can be anywhere from £500 and up.

Social content calendar

What and when do you post on your social channels? A content calendar helps you plan content that aligns with your strategy. Monthly management of your social content plan may cost £500 per month or more.

How can I learn to market my business?

Good news, by visiting our site you are learning about marketing your business. The truth is that there is a wealth of information available in books and online. You can start there and read about marketing.

You can also enrol in courses that can give you a qualification and the tools to market your business.

Or you could utilise the services of a consultant to work with you to develop a plan whilst also en-parting their wisdom, thereby giving you the tools to continue marketing successfully.

What are the differences between PR and Marketing?

PR and marketing are closely related but there are differences.

The main aim of PR is to enhance an organisations’ reputation. PR involves managing information in order to increase awareness of a business amongst their target market.

Marketing is the process businesses follow to promote their products or services.

Successful marketing involves creating demand for a product or service that meet the needs of a group of customers rather than focusing simply on getting people to pay for the product or service.

What was the most effective marketing campaign of 2016?

This is of course subjective but our favourite marketing campaign of 2016 was H&M’s Come Together campaign.

The festive period is often when marketing comes into its own for some of the world’s biggest brands.

Think Coca-Cola’s legendary “holidays are coming” trucks.

Directed by Wes Anderson and starring actor Adrien Brody, this has an unmistakable style and remarkably, no product placement at all.

They instead focus on the heart-warming festive story and the coming together of the characters to celebrate the holidays in less than convenient circumstances.

The purpose of this is to create a feeling and impression in people’s minds of H&M as a brand that represents positive human traits.

This kind of marketing is designed to grow a positive view of the company and it really does.

What is a marketing strategy?

A marketing strategy is a plan of action designed to promote and sell a product or service.

It tells you what to say and how to say it in order to increase sales and awareness of your product or service.

How do I create a marketing strategy?

In order to create a strategy you need to do a number of things:

Analyse your business and its environment

Think about who you are and what you do will benefit your potential customers.

Identify your target audience

Develop a simple, single paragraph profile of your target customer. Identifying a customer profile will be your guide as you plan PR and marketing.

List your goals

What are you looking to achieve? Write down a short list of goals that want to see achieved as a result of your marketing plan.

Develop the tactics you will use

Will you use direct marketing to generate cold leads or will you use social media or content marketing to generate warmer leads? Identifying how you will go about reaching your audience will enable you to see better results than just going in without any strategy at all.

Set your budget

Figure out what you are comfortable paying for your marketing endeavours. A lot of businesses allocate a percentage of gross sales to marketing in order to maintain a steady flow of new business.

Start-ups may have to use different funding methods initially.

By setting your budget you will be able to prioritise the tactics you can afford and will yield the best return on investment.

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