What Exactly Is Marketing?

May 20, 2015 | Branding

By Elvire Gosnold, Director – Blabbermouth What exactly is marketing? Some might say marketing is ‘making things look pretty’. I disagree. Marketing is about making things desirable. I would image that most of us eat potatoes but why don’t we all buy the ‘value’ ones? I was a victim of the marketing game last week. I bought ‘National Trust’ potatoes at a far higher price than the value ones. Why did I do that? Do I really think eating an expensive potato will get me closer to living in a stately home with perfectly manicured gardens? Aspirational potatoes, that is fantastic – and I of all people fell for it. Although I must add they tasted good! My superior potato experience got me thinking that it was the great content marketing that the National Trust do that made me so engaged with their brand. Traditional marketing is about how to sell a product or service. The message to buy product X is blunt. Think of a TV advert or a press release. The difference with content marketing is that it is not about direct selling it is about informing people about how they can use the product or benefit from a service in a way that the user will perceive the product as desirable. This makes brand value far greater as consumers are engaged with the brand rather than the product which makes up-sell and cross-sell opportunities more realistic. A few examples of content channels are; social networking, blogs, webinars and infographics so content should avoid self-promotion. Content should solve a problem, address a challenge your audience faces, educate...

Why Web Responsiveness Counts Most

May 11, 2015 | Web

By Elvire Gosnold, Director – Blabbermouth Our friends at Google have changed the rules again: In their continuing fight to ensure website rankings prioritise genuine, informative websites that enrich the visitor’s experience, Google has added to its requirements. Now it is web responsiveness that will gain you Brownie points in your SEO endeavours. I’m sure you all agree that we are using our mobiles and tablets at an increasing rate for business activity, as well as in our leisure time, so it makes sense that Google is prioritising mobile friendliness as a ranking mechanism in search results. A responsive website means that you can easily view all site content regardless of what device you are viewing it on. A quick check is to simply reduce the screen size of your site when viewed on your PC screen to see what happens. Do the images move in an organised manner? Are the menus easily viewed? The big question is whether your site is optimised. And what about the sites of your closest competitors? Have a look at Google’s guide on mobile friendly websites to ascertain the impact the new algorithm will have on your site, and decide whether a new website needs to move up your to-do-list. It is always a good idea to have your site optimised. It future proofs your shop window as more prospects will be accessing your site via their tablet and mobile. With this new Google rankings requirement it is a perfect reason to launch a new site that is responsive and easy to...

Content Marketing

Apr 16, 2015 | Content

By Elvire Gosnold, Director – Blabbermouth You have probably heard the term ‘content marketing’ a lot in the last couple of years (and perhaps you have also heard the famous quote of Bill Gates ‘Content is the King’?) I thought would try and simplify the concept for those of you who were wondering what it actually is and why marketing people keep going on about it! What differs content marketing from traditional marketing is simply this:   Marketing – The division whose task is to market the products and services of the company, so to offer them for sale in a way the buyers perceive the offer as desirable. Content Marketing – The division whose task is to market the information and message of the company, so to offer them for use in a way the users perceive the offer as desirable. In summary, the magic of the content lies in being desirable. A few examples of content channels include; social networking, micro-blogging, blogs, webinars and infographics. But what is good content? Your content should be commercially-neutral and beneficial to your audience. It should solve a problem, address a challenge your audience faces, educate them, or engage them emotionally. Unlike traditional marketing (such as press releases or brochures) your content should avoid being self-promotional. Your customers should be encouraged to use your content when doing their research, so that when they later engage with your sales people your business has the necessary credibility for them to buy with confidence. The research shows that 82% of all customers feel more positive about a brand after reading custom content while 70% of customers...

Blogging

Jan 13, 2015 | Content

By Elvire Gosnold, Director – Blabbermouth As it’s the New Year, I thought I’d spend 5 minutes writing up my marketing tip for January – blogging. For the IT industry, you need to have a strong online presence in order to stand out from your competitors. Blogs are a great way of improving SEO, increasing credibility, lead generation and also engaging with your customers. Focus on content that is relevant. Instead of writing about your products/services, why don’t you emphasise on different challenges you’ve faced and the solutions your company provided. Ensure your content is on-topic, and focus on your company’s unique selling points to stand out from your competition. Blogging also drives traffic to your website. Make sure once you’ve written your blog, upload it on LinkedIn, Twitter and on your website too. LinkedIn is a fantastic method in engaging your contacts, allowing them to comment and share your blog post. Make sure you post your blog not only on your LinkedIn company page, but also on your individual page too. Some more tips for you: Focus on certain key words as this will help improve your SEO I recommend you blog at least once a month. Encourage your staff to also like/share your content on social media platforms to get greater visibility. Need help writing your blog? That’s what Blabbermouth is here...