Whilst there are many facets to effective marketing and communication, today, one needs to adopt those activities that encompass four channels. These are as follows:
Search Marketing: Attracting enquiries from those looking for you.
One of the most significant benefits of digital marketing is the ability for potential customers to instantly find information about the products and services they require. These attract hundreds, if not thousands, of enquiries every month. Therefore, we need to use search marketing techniques that will ensure that it is your products or services that these potential customers find, ideally first. This is achieved through a combination of optimising your website and online digital marketing activities.
Social Marketing: Engaging with current and new target audiences.
Use of the various platforms, including LinkedIn, Facebook, Instagram, X etc, will very much depend on your target audience and how effective and cost-effective reaching them via social media activity will be. If customers and prospects are ‘engaged’ with you on the social channels, then they will see your posts and will be able to interact with you. Social marketing is also a form of direct marketing, whereby we can advertise to your specific audiences to build awareness.
Direct Marketing: Attracting enquiries from current and prospective target audiences
Building a database of both customers and prospects and then communicating with them on a regular basis, will ensure that it is your company that is thought of when customers need your type of products or services. Indeed, because most are not needed every week or month, keeping your contact details in front of potential customers, plus expanding their understanding and awareness of what you offer is essential.
Media Marketing: Creating real demand from people that may not even know that you exist.
This will involve more traditional marketing techniques such as public relations to win editorial coverage, advertising (if really necessary!), direct mail to previously unknown prospects, exhibitions and events etc, to place your products in front of totally new prospective customers. Those that previously might not even be aware of them. PR in particular has a role to play in establishing credibility, with resulting coverage having the strong potential to be shared to strong effect and is ideal for launching new products and services.
Generally, a mix of these marketing activities is required to be most effective. However common content can often be used to be most effective and cost effective. Please contact us today to discuss one or all the above aspects of the marketing mix.
