Marketing your business | FOCUS
means you can be in front of them without being obvious. We post two or three times a week.”
Holderness adds: “Social media is our main platform. Our audience is worked out by age and areas. We then watch the analytics to see what has attracted clients and why. Our main aim is to drive traffic to our website, where we can then get them interested in our product and service.” Of our kbbreview100 survey res - pondents, 83% use Facebook, two-thirds use Instagram, half use Pinterest and 44% use Twitter. Many of our kbbreview100 also use Google (44%). Some use Pay Per Click (PPC), where you only pay when you advert gets results, such as when people click on your advert to be redirected to your website. Many also use Google Ads that helps get your business in front of people when they carry out searches under the keywords you specify.
But there is more to marketing than your website and social media. One piece of advice from Paul Ballantyne, owner of the Andover Bathroom Collection, is to focus on raising your visibility locally, within your chosen
Trying to aim certain messages through different media can show you if something is working. For instance, we have found that Facebook generates a low quality enquiry
Frazer Goodwillie, director, Billingham Kitchens
catchment area. He says: “I have found keeping both the marketing and the company local has served us very well. Whether through advertising or supporting local charities or events.” Goodwillie at Billingham Kitchens says he advertises his business on local radio all year round to create brand awareness. He adds: “We have occasionally sponsored events, clubs, etc, and sometimes do some leaflet drops or local free magazines and newspapers. Our industry often sees
peaks and troughs and a leaflet drop can generate enquiries at the right time, or put a particular offer out there.”
LOCAL MARKETING
Ive at Bathroom Design Studio also does regular radio advertising, which she appears on herself, encouraging people to visit her store.
But she knows these are not the only ways to push your message locally. Editorial articles in local newspapers or glossy magazines are often a good way to raise local awareness.
She explains: “I keep the spend to a minimum, but am not scared to pay if needs be. I use advertorials – I’ve found that telling a story engages better and generates stronger leads. I have used local glossy magazines with a good response rate. It’s interesting to track the topics that get better engagement.”
Bullock at The Tap End also believes in print advertising and she made a point of keeping that up during the lockdowns in the local magazines that are pushed through letterboxes. Working with other local businesses, such as food producers, restaurants and hotels to stage in-store events to which all parties can invite their customers is another way in which to raise local awareness of your business. And of course advertising in national lifestyle and home interest magazines is also a good way to attract new customers, especially for businesses that have multiple branches. Stewart Woodruff, owner of MBK Design near Maidstone, also targets his area with paid-for adverts in newspapers and magazines, does leaflet drops, billboard ads and Google Pay Per Click. Simon Taylor, MD of Simon Taylor Furniture, understands how all elements of marketing should work together. He recently worked on a brand refresh on the run-up to the business’s 35th anniversary. He updated his marketing tools and his logo and website and produced a new print brochure.
The rebrand went for a consistent image across digital and print. He explains: “I knew that my old logo needed modernising, my previous website had lots of images but very little written content on it and my old brochure had not been updated for years. They had all been
A good marketing strategy communicates the values of your brand – who you are and what
you offer to a relevant audience Paul Crow, MD, Ripples
July 2021 ·
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