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sound strategy. Don’t be blinded by the tactics some agencies will offer, as without a robust marketing strategy you will just be wasting your money and time. You need to reach a specifi c target audience


with precise messages, at the right time. Customer insight, research, planning and timely execution with clever creative is what is important, otherwise you will be creating the wrong messages, in the wrong place and at the wrong time, which will not resonate with your audience at all.


Knowing your customer - inside and out A good marketing agency will always undertake customer profiling to truly understand your target


Great creative Great creative direction will get your company noticed. A good agency will have creative designers and copywriters on board who can turn your company’s USPs into attention-grabbing headlines. Well- researched and well-written content, such as thought leadership articles, white papers and case studies, will eff ectively engage with your customer and lead them along the buying journey. Exciting creative such as infographics, logos and images, are also proven to shorten the relationship timeline.


customer; their wants, needs and


preferences. Regardless of how much industry expertise and experience an agency may have, your customers are as unique as your business, so a copy and paste approach will not work. A good agency will take the necessary time to create a strong strategy and clear customer profi le, as it is the only way that the correct channel plan can be created.


A fully integrated approach If an agency off ers you just a one-off brochure, mailer or website – beware! While they will possibly have a short-term impact, any agency worth its salt will always look to integrate your messaging across numerous channels to ensure targeted, consistent messaging and brand awareness.


Robust ROI measurements A good agency will remove any guesswork from your marketing, by being able to measure the eff ectiveness of their work. T ey understand that a marketing strategy must achieve your business goals and that the only true measure is the bottom line. Robust ROI measurements are an absolute necessity and, if they don’t have the appropriate measures in place, walk away. After all, if you can’t measure your marketing, how do you know if it has worked?


The right team with the right attitude People buy from people and it is no diff erent when choosing your marketing partner. T e agency team are the driving force behind your strategies and campaigns. Friendly yet professional, they should be a group of passionate, enthusiastic, creative, analytical individuals with a real zest for marketing and making a diff erence for your company. If you don’t feel a connection with them, then they are unlikely to be the right agency for you.


At bcm we specialise in simplifying the complicated. We focus on marketing productivity and develop an agile strategic marketing and communications plan with the B2B customer at the heart of all we do.


Find out more at www.bcmagency.co.uk or email hello@bcmagency.co.uk or call 01727 226202 or 07788 537567


ALL THINGS BUSINESS 7


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