EFFECTIVE MARKETING


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Understand the bigger picture What’s the business climate, trading


environment, future shocks and future opportunities? For example, Brexit has been on the minds of many bosses for its potential impacts, both positive and negative. Try to put your business and marketing effort into a wider context. For example, we explain that hiring us on retainer gives you a whole team of experienced creatives for the cost of one employed marketer, a cost-effective benefit in a time of economic uncertainty.


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Find a way to measure success


These days, data speaks volumes. Not all impacts from marketing are quantifiable but anything digital can be tracked and measured through analytics software, so use it. Set goals and deadlines for them – for example, traffic to increase by 50% in next quarter. Measure ROI and always look into ways to track impacts.


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Test, monitor and adapt When something does not work – it’s valuable information to understand why rather than to simply dismiss it. You can test different ideas at the same time on users to see which response works the best.


Delight with your service Inspire loyalty and seed a good


reputation by keeping to your service pledges and have a fast, personal and pleasant response to enquiries when they come in. Manners may not cost anything, but they make a huge difference. Monitor your social media posts for responses and always respond with thanks for shares and comments. If you are building customer communities, make sure you are listening to, and interacting with them always. Show them you care.


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New business is good, repeat is excellent


When chasing new customers, don’t do it at the expense of ignoring your existing ones – they may provide the


IF YOU ARE BUILDING CUSTOMER COMMUNITIES, MAKE SURE YOU ARE LISTENING TO, AND INTERACTING WITH THEM ALWAYS. SHOW THEM YOU CARE


backbone of your success, bolster your reputation and it’s been said, it takes several times the investment to get a new customer over an existing one. Repeat business means that you must be doing something right.■


SME MAGAZINE


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