Marketing Matters

Feb 5, 2016 | Consultancy

By Elvire Gosnold, Director – Blabbermouth Be honest- who is still sticking to their New Year’s resolutions in month two? Even if you have lost interest in your lifestyle resolutions, there is still time to set a few simple action points to steer your 2016 marketing activity in the right direction. I like to think if we all had a few marketing resolutions, 2016 would be a calmer and more fruitful year for us all. Resolutions should be easy to understand, easy to remember and easy to relay to your team. Here are a few that will keep your marketing activity focused for 2016. Identify your USPs – It is imperative that you know what makes your business better than the rest. Marketing activity is so much more impactful if you know what your strengths are. Promote your USPs – You may know what your unique selling points are but does everyone else? Ensure your team are actively promoting your USPs and ensure the business as a whole is focusing on the same strengths. Be social – Ensure your social media pages are up-to-date and on-brand. Set yourself and your team a goal to post on social media once a week. However ensure that the content is informative and professional. Don’t forget your customers – It is easy to get carried away with new client meetings but remember your loyal base. Regular, informative communication with your existing customers effectively increases cross-sell and up-sell opportunities and can dramatically reduce churn. Update your website regularly– Your website says so much about your business. Even if visitors are on there for just...

Start Thinking of Your 2016 Marketing Plan

Dec 15, 2015 | Consultancy

By Elvire Gosnold, Director – Blabbermouth Stop – you can’t go out celebrating Christmas just yet. You need to think about your 2016 marketing plan – it does not write itself. I have listed below some pointers you may find helpful to include in your plan. Be realistic – what are your business goals as a whole and how do you plan to measure your success? Marketing ROI can be tricky to measure, so think now how you will analyse your activity. It is helpful to include details of when these targets should be met so the wider team has a solid timeframe to work with. Here is the fact that surprises many – marketing is not free in terms of money or time. It is wise to budget for each activity you plan so that you give the project a fair chance but equally, don’t go spending a disproportionate amount to what the possible return could be. I find that so many people are very keen to write weekly blogs, but in reality everyone is busy with their day job. Monthly blogs are a more realistic target and one that the team are more likely to reach. Think about the whole project and what the extra costs could be. If you are sending out a personalised gift for example, it is not just the gift you have to budget for. It’s the postage and packing, the analysis of who to send to and the tracking of the customer or prospect journey after they receive the gift. And finally, make it clear to the team who is co-ordinating each...

Case Studies

Jun 23, 2015 | Consultancy

By Elvire Gosnold, Director – Blabbermouth Case studies are an area that the Blabber team and I are being asked to produce at an increasing rate. This growth area is great for the agency but also a marketing activity I am in full support of and I think very helpful for the comms industry. We are seeing an increasing number of our reseller clients wanting to focus on verticals. Case studies are a perfect way of demonstrating how they understand the requirements and indeed feel the pain of the comms challenges these specific industries experience. In an industry that is driven by technology, and therefore sometimes difficult for key stakeholders to understand or indeed get excited about, a case study can cover the areas that do pique their interest – most often money saved and client satisfaction. With fresh and relevant content being so important for SEO, case studies deliver the requirements for informative content on web sites and encourage site traffic. Traditional case studies are very popular but we are also seeing an increase in video case studies, again adding in movement to your website improves your Google rankings. Video case studies further encourage the viewer to engage in the messaging as the visual storytelling is often easier to digest and the addition of music and voice overs also increase the chances of prospects wanting to know more. As always though, it is important that you not only have great case studies but that you promote them. I find lots of people have thought hard about the content of their case study but give little thought about how...

The Mushroom Management Style

Aug 6, 2014 | Consultancy

By Elvire Gosnold, Director – Blabbermouth I was recently thinking of Mushroom Management style (keep your staff in the dark, and then occasionally pile a load of s**t on them) and that the root cause is not that anyone intends to behave is this manner, it is the fast paced nature of this industry that influences activity and decisions to be made very quickly often without many staff knowing. However because teams have not seen the scenario develop or been involved in the steps that shaped the final decision, staff can feel that they are intentionally kept in the dark and have little control in their work roles. Communication is key to keep staff engaged and support corporate decisions and plans. Internal staff communication is something not regularly visited in marketing activity as it is not considered exciting or offers a direct ROI, however keeping staff on side and continuing to be a positive and upbeat ambassador of your brand is well worth investing in. There are many ways to nurture staff engagement on a more personal level and I find using several methods together is the most effective. Newsletters are the obvious one and by distributing them online, there are no longer the print and postage costs to worry about. Newsletters do not just have to be for internal staff, clients and prospects like to hear what is going on and it further reinforces relationships with your wider team. People love to know about other people and a newsletter plays to our natural tendencies to be nosy. Helping different departments understand what their colleagues actually do all day...

Key Points To Ponder

Mar 25, 2014 | Consultancy

By Elvire Gosnold, Director – Blabbermouth It’s that time of year again. Marketing plans are written, activity schedules are being finalised and marketing activity for 2014 is go. I thought it would be beneficial to list the key areas that many resellers would find helpful for their own marketing ideas. While every company is unique and differentiation is key, some basic rules can be applied. Planning: This is a vital exercise and was discussed in one of my previous articles. Planning is key and should be firmly integrated into your business strategy and corporate goals. Ensure all key stakeholders are on board with your marketing ideas. Know your customers: Get a true understanding of your clients’ business, their key objectives and pain points. If you know this you can offer them meaningful services that will enrich their business environment. Don’t confuse: Be clear on your key messaging and ensure this message is repeated in the same fashion across as many channels and as often as your budget will allow. Be open minded: There are many more routes of communication than before. Experiment with video, SEO and social media but always ensure it is integrated with your more traditional activities. Don’t be stubborn: Give new marketing ideas a chance to establish but equally do not continue with a route that is not working for your business. Use this knowledge to create a new more successful campaign and move on. ROI: Always a hot topic. Utilise the monitoring tools readily available for online activity. Speak to your sales team who engage directly with your clients on a daily basis. Although not...

New Year’s Resolutions

Dec 21, 2012 | Consultancy

By Elizabeth Sparrow, Managing Director – Blabbermouth The key element to a New Year’s Resolution that sets it apart from other resolutions is that it is made in anticipation of the New Year and new beginnings. It is a time when, with the best intentions, we wage war on those extra Christmas pounds, join the gym and reduce the red wine intake. Well, these are a few of my personal favorites. Actually the New Year has always been a time for looking back to the past, and more importantly, forward to the coming year. It’s a time to reflect on the changes we want (or need) to make and resolve to follow through on those changes. The New Year is actually represented by the two headed Roman God Janus who whilst staring forward also looked back at the previous year and it is this notion that should have the most resonance for our resolutions. As well as making plans for the future we should also look to our past achievements, challenges and failures and use these to help plan the future. Blindly looking forward may be brave but to really do so without taking into consideration what has gone before may be futile. You may be about to put the first parts of your 2013 business plan into action but take a moment to consider what has gone before for these experiences will help you build a more successful future. As for me I will no doubt re-subscribe to my far too expensive gym whilst cracking open a bottle of Chateauneuf du Pap and making the most of the...