Off the Edge : Marketing
Off the Edge is a marketing blog written by Sharon Wilding and Jim Hunt of THE PURPLE EDGE and occasional featured guest authors. It aims to provide thought-provoking and useful content on marketing and business issues. Please feel free to comment on our musings, and if there are subjects you want to discuss further then please get in touch.
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Outsourced marketing is our core business. We promise to take the hassle out of planning and implementing marketing activities, for those businesses who don’t want/need fulltime, in-house expert resource.
Experience of providing this service for the last 7 years has taught me, however, that outsourcing is not for everyone. Here are some of the client issues that we come across regularly and that can make it hard to make outsourcing work:
1. Not staying engaged
By far the biggest problem is a client who, breathing a huge sigh of relief that someone will take away the burden of marketing from them, slowly disengages from the whole process.
Marketing is a critical business function, on which the success of the business depends. If, as the boss/leaders of a business, you abdicate responsibility completely such that any marketing activity that can take place is not linked to the rest of the business plan, then it will fail.
As marketing experts we can only give our best advi [read on...]
We’ve just completed another round of training and have had the pleasure to meet and chat about marketing with a wide range of small businesses.
People commonly face the same problems – not enough time and not enough money! They also commonly adopt some of the same habits and misconceptions about marketing. I’ve boiled these down into 5 Essential Rules of Marketing.
When you’re overwhelmed and unsure what to do, take a deep breath and focus on the following:
1. Always start with the customer
That should be start with, and end with, the customer. The customer that is specific to you, the one that has the problems that you can solve, and will appreciate the value of what you are providing.
Segmentation (splitting the market into smaller groups with common characteristics) means that you can target more effectively and efficiently. You need to be able to describe your ideal customer groups by size, geography, gender, ag [read on...]
Last week I attended a day-long seminar on digital marketing. As always, a day out of the office away from the task-list was a great chance to focus the brain more effectively on different matters. I learned nothing I didn't know already - but it was powerfully wrapped up in a single storyline, and I had the time to think about all the concepts more deeply.
Being about digital marketing there was a lot of talk about websites and a bit about Google rankings - but not as much as you might think.
It's a commonly held belief that to have a successful website (i.e. one that delivers its objectives) you need to be at the top of Google. And of course that makes sense - you need to be found and if everyone's using Google then how else would they find you?
But it's less commonly understood how you get there, although there are plenty of companies to advise you on exactly that - including us of course. The mantra is SEO (search engine optimisation). Trying to learn what factors about yo [read on...]
I gave a presentation at a Channel Chamber event a couple of weeks ago which went down very well. A number of people came up to me afterwards and said how useful it had been. As is often the case with these sort of things, I don't suppose what I was saying was completely new to people. I wasn't deafened by the sounds of scales falling from eyes. Sometimes we fall into bad habits and it's just good to get a reminder of what we should be doing.
Anyway, I offered to document what I'd talked about and send it to them. It occurred to me that others might find it useful and so here it is a blog about ......
See what I did there?
Businesses need A.I.R.
The first thing I want to get across is that just like human beings businesses need AIR.
The messages we give about our businesses firstly have to grab the attention of our target market - make them sit up and take notice. Next they have to create interest in what we can do for them and finally they ha [read on...]
Regular readers of these blogs will know that lately I've been quite calm and measured. I haven't let my hair down and had a good moan about anything for ages.
Well that's about to change.
let me tell you about yesterday.
My partner had booked on to a a 90 minute teleconference run by a marketing guru but had been made a better offer so she suggested I listen in. It sounded like it should be interesting and useful so I agreed. It's always good to keep up-to-date and to hear other people's ideas and interpretations. I'm a firm believer in continuous professional development.
Then I discovered that it was being hosted from San Francisco so it started 8.00 p.m. UK time. "Oh well" I thought. "If I learn one useful thing it will be worth missing the UEFA cup for."
Next I discovered that it was dial-in only - no webcast. "Blimey!" I thought. "How much will a 90 minute call to the US cost?" But still it sounded like it would be worthwhile so I updated my Skype credit, got myself [read on...]
Have you ever thought that getting in the paper would be good publicity for you? Have you had great successes - or struggled? Although it has the attraction of promising to be free, public relations, and more particularly press releases, can be a rollercoaster emotionally to get right!
Public Relations (PR) specialism of marketing. This is the discipline that endeavours to position your brand positively in the mind of the public and particularly important stakeholder groups. There are a number of ways of achieving this but the use of the press and broadcast media communicating positive stories is probably the most common and well understood one for SMEs.
The great thing about news stories is that they can get you coverage without you having to pay for advertising. It's not all good news though. Since you are not paying for the publicity you can't control the message. Many a business has found that its carefully crafted press release has been taken and a completely different a [read on...]
Sometimes my blog is educational, sometimes opinionated, and sometimes meandering thoughts. This is mostly the latter! I've been musing about the biggest challenge that small businesses face. Is it cashflow? Finding new customers? Competition?
All these are undoubtedly challenges, but from working with a large number of small businesses over the past few years (and being one too) I have concluded that the biggest challenge to overcome is the feeling that you have to do everything yourself. Getting over this hurdle can be tough mentally and financially, but from my observation it's the ones that do succeed that go on to build the strongest businesses.
Why do we insist that we have to do it all? A number of reasons:
- We are afraid to trust someone else, even when we know they are better qualified
- We worry that the investment of time to brief/train someone else will be too much of a distraction - it's quicker to do it ourselves!
- We don't have enough money - maybe some day ...[read on...]
We have chickens at home. For a city boy born and raised they are odd creatures but not unpleasant. Obviously the biggest upside, no actually the only upside, of keeping chickens, is the eggs. I love eggs - they are the perfect food. A ready supply of fresh free range eggs is a delight which I can't find the words to describe.
We also discovered that they are a useful source of additional income too. A friend of our takes half a dozen a week and insisted on paying £1.50 for them. That's £6/month which I'm sure you will agree is not to be sniffed at. Especially when the only cost is chicken food which costs quite a small amount, you might almost say it's chicken feed but that would be a bit obvious.
Anyhow I'm sure you are thinking by now: "OK, thanks for the insight into your private life Jim, but what's this got to do with marketing?"
Well I was cooking dinner for my son and his friends tonight (they're in the middle of a rush of 18th birthdays and frankly it's li [read on...]
Have you heard about the Government's Growth Voucher Programme? I came across it a couple of weeks ago (I can't even remember how), but of course now I'm aware of it, I seem to see it everywhere! And, happily, I've succeeded in gaining accreditation as a small business adviser in marketing.
So what is it all about? And could it help you?
Expert advice can help you grow
Currently 95.5% of firms employ less than 5 people, and the Government sees helping these small businesses to grow as critically important to the future of the economy. The programme is actually the largest business research programme that the Government has ever initiated - testing how best to help small businesses grow through the use of subsidised advice.
The programme has come about because they identified that small businesses in the UK do not seem to appreciate the benefit of advice - unlike our counterparts in the USA, apparently. Over there it is typical for a small business to actively seek advice, build the advice into plans, act on it, and even be prepared to pay for it! Our preference is to grab a 10 minute chat over a pint and rush onto the next thing!
"Businesses that seek external advice and information are 14% more ambitious and 50% more successful than those who don't" (BIS, 2010)
I think it's true that many of us are nervous of paying for advice - fearing that we will be ripped off in some way. The internet and latest content marketing techniques have probably fuelled this problem by making us think that most stuff we need we can get for free anyway.
But I also recall reading that businesses that pay for advice are more likely to take action as a result - presumably because we don't like to waste our money!
So maybe the premise of the research study is a good one!
How does the Growth Voucher programme work?
It is a lottery in effect. The Government is aiming to distribute 20,000 growth vouchers of up to £2,000 each to businesses in England randomly chosen from the online applicants.
The vouchers must be used as 50% payment for strategic (not practical) advice that will lead to growth. This is not about something for nothing - it's important that you have some skin in the game to make sure you value the advice enough to take action.
What's strategic? I think this may prove hard to define exactly, but generally strategic means that you are looking at how to achieve long-term aims. The general objective is to get you to do something that you haven't done before by giving you the additional expert advice and support and the confidence to act.
It's not all about marketing of course, there are 5 different areas that small businesses can get expert advice on:
- finance and cash flow
- recruiting and developing staff
- improving leadership and management skills
- marketing, attracting and keeping customers
- making the most of digital technology
Because it is a research study businesses will be asked to take part in surveys to find out how the programme has helped you.
Expert advice in marketing
If help in marketing is the area that you identify for your strategic and expert advice, what might you look to spend it on?
Marketing, attracting and keeping customers
'Marketing and customer service'
Advice in this area aims to help businesses develop effective marketing strategies, and to ensure that they provide the right product/service at the right price, in the right place, at the right time. The advice could be used for market research, targeting existing and potential customers, using social media to extend your reach into new markets, developing pricing strategies and closing sales.
So, setting a growth target, and taking a long-term view, the marketing advice would seek to identify what actions you could take (that you are not doing currently) to get you to your target.
How do you find an adviser?
Taking on board the worries about finding someone you can trust, the Government has devised an accreditation scheme to ensure quality control for advisors who can work for Growth Vouchers. They must:
- Have 3 years experience of advising small businesses
- Be a member of a recognised professional body
- Have professional indemnity insurance
There is also the opportunity for clients to rate advisors on the website so that others can read the reviews and use the information to make their own choices. The reviews are limited as yet, because the scheme is so young, but this should provide good guidance and reassurance for purchasers.
Eligibility for Growth Vouchers
To be considered for a Growth Voucher your business must:
- have 49 employees or less (including any employees of companies that own a stake in your business)
- be registered in England
- have been trading for at least one year
- not have paid for business advice in the last 3 years
- be independent (i.e. no more than 25% is owned by other businesses or organisations)
That must include the majority of the small businesses in England!
Should you go for it?
If you meet the criteria above then why not give it a go? It only takes a few minutes to complete the application so it you're unlucky in the lottery you've not lost too much time.
Sometimes it does take a fresh point of view on our businesses to wake us up to doing something differently!
But consider also if you are ready, willing and able to take action as a result of the advice you receive. I'll be following the results of this study with interest because in the many years that I've been working with small businesses the willingness to take advice is not in question but, despite what I said above, in my experience the ability to act on advice is a fundamental barrier!
I have really enjoyed watching the Winter Olympics. Once again I have become a huge fan of sports, the rules of which I have only the most tenuous grasp. And while there have been issues about Russia's hosting of the games, at least Sochi's time zone is kinder than Vancouver's last time. I haven't therefore had to sit up until the wee hours biting my fingernails as I watch grown men earnestly shoving big rocks down sheets of ice aiming to smash someone else's big rocks around the place helped by their mates doing more sweeping in an "end" than they would do at home in a month of Sundays.
The sports I've enjoyed most though are some of the newer sports such as the snowboard slopestyle and the half pipe, both skiing and snowboard. For the uninitiated the slopestyle is an event which takes place on a course with obstacles such as railings which have to be skidded down and jumps which have to be, well, jumped. It can either be a race - first to the bottom wins or it can be done [read on...]