Why outsource your marketing?

To run a successful business in today’s increasingly technologically advanced and globalised marketplace it is essential to develop an effective marketing strategy. Recognising this, many companies are outsourcing their marketing to ensure this is carried out by professionals using the most efficient and up-to-date methods in a rapidly changing world.

But what does outsourced marketing involve? Basically, this is when you decide that the best way to present your company to the wider world and bring in new customers is to bring in a marketing expert for a certain period of time in order to define a strategy and set you off on the right path. So why is this a good option to take?

Less overheads: Outsourced marketing is particularly suited to small-to-medium sized businesses which may not as yet be able to afford a permanent marketing department. This way, you can get the best of both worlds by bringing in a highly experienced marketing expert to identify how you might best present your company to the world, whilst tightly budgeting for how much you are able to spend on this.

A new perspective: Sometimes an organisation’s employees can be so immersed in their own little niche and company culture that they forget to see the bigger picture. An independent marketing consultant can come in with a fresh outlook on how you can achieve your goals.

The latest know-how: When you are running a company there are so many things to consider and marketing is really just a part of this. It would, therefore, be almost impossible for you to keep up with all the latest trends as well as the newest software and the strategies your competitors are using. But with a marketing consultant, their entire job consists of staying abreast of these developments, so when you hire one in you will be benefitting from the very latest methodologies out there.

Defining objectives:  Particularly if your company is very young, you may be lacking clearly defined goals and objectives with which to develop your future direction. Many business owners opt for outsourced marketing for this reason alone, as one of the jobs of a good consultant is to help you work out what it is you want from your marketing strategy and how you will achieve this. They will also help you identify the needs of your customers, and once you have done this you are a long way towards working out what it is you need to do.

Time control: Lastly, if you have a dedicated in-house marketing department, some tasks can drag on and on as they are re-defined, honed or discussed. Meanwhile your competition is already out there winning customers. By outsourcing, you are bringing somebody in for a previously specified length of time who can act decisively and efficiently to bring your marketing efforts in line with the current market condition.

Want More Leads at No Cost Extra to You? Enter Google Places

It used to be that when we wanted to buy something from our friendly local shop owner or dealer we’d automatically reach for the Yellow Pages or Thomson Local.

Now we Google it!

In fact, a recent survey of business owners by print company Vistaprint, revealed that only 11% of respondents would consider future advertising with Yellow Pages. How times have changed. A decade ago local directories were the first port of call for call for ready-to-buy consumers, now they’ve practically dropped off the radar.
On the other hand, if you’re in business, why would you pay for a pricey directory ad, when you can advertise your business to your local community for FREE? Because that’s exactly what you get with Google Places.
But my business currently appears on page eight of Google. How can Google Places help me?

It’s a well known fact that when searching for a national or international service or product, 80 per cent of us rarely venture past page one of Google’s search listings. In which case, if you’re listed on page eight, all your competitors more highly ranked than you are liable to gobble the lion’s share of the business.

However, it’s an entirely different outlook when people are searching for a local business. These ‘hot prospects’ are likely to be a whole lot more specific about what they are looking for and where. Say for example you run an Italian deli in the centre of town. The sheer nature of your business: fresh, seasonal produce, means in all likelihood you’d prefer your customers to be local.

Google Places is where your local customer base will find you easily. And your Google Places listing will be so much more effective than any ‘dry ad,’ because you can upload graphics, photos, videos, even animations, to provide your potential customers with all the essential information they need to make an informed decision on whether to trade with you. You’ll be able to upload pictures of your products, details of price ranges, customer reviews and testimonials and so much more. You will be giving your visitors the experience of a virtual visit to your premises – or in the case of our deli – a flavour of your business if you like!

Just over 97 per cent of all people with Internet access regularly use search engines and Google is the most popular search engine by far. As well as uploading your promotional tools, Google Places encourages the use of keyword-friendly tags that drive more business to your website, thus increasing its ranking.  If you are unsure you can always ask the help of an internet marketing consultant.

The beauty of Google Places is that it’s for business customers only, therefore your business search listing doesn’t get tangled up with all the normal ‘junk’ delivered in standard search results.
Google Places is still relatively new, so why not jump aboard now and gain a competitive edge, before your local rivals find it for themselves!

Tips for Budding Marketing Consultants

If you want to be a marketing consultant, bear in mind that the competition for this kind of role is fierce. Marketing has always been a key part of any company’s business strategy, but this is even more the case today in a world where global communication is pretty well instant and we are constantly bombarded with advertising of every kind. To give yourself any chance of success, you should take certain steps from the very start of your career, whilst you are still training, to help differentiate you from the many others like you out there. 

For example:

Networking: Let’s face it, if you’re not the kind of person who is happy working a room full of people then marketing may not be the job for you. Marketing consultants have to be prepared to attend conferences, participate in web forums, go to industry-specific meet-ups and generally do everything they can to constantly renew their contacts and get their name out there. You’re aiming to become a go-to person for anybody in need of a marketing expert, so start making those important connections right away.

Specialise: If there is one sector in which you have particular interest or expertise, it may be a good idea to focus on winning clients there. Marketing consultants are far more effective if they have a deep knowledge of the kind of product or service they are helping to promote, and if you are more effective you will have satisfied clients who will be more likely to recommend you to others. Before you plunge in head-first, then, have a think about where you might like to specialise.

Personal SEO: Marketing consultants need to become adept at the various methods of using SEO to boost their clients’ website ranking, so why not start with your own name? This will hone your expertise in this area as well as getting your name out there as a consultant early on.

Get experience: Whilst some like to strike out on their own right away, most find it is better to begin their career by getting experience at a respected marketing firm. This way, if you do come to set up your own company you will already know which methods work and will be aware of the potential pitfalls to avoid. It will also give you the opportunity to gain valuable insight and industry advice from the managers or senior partners of the company.

Stay at the cutting edge: Technology and communication trends change so fast these days, so you should get into the habit early on of keeping informed of any new methodologies or tools. Ideally, you want to be in the know before your competitors, so read the trade press, subscribe to newsletters or read relevant blogs to keep you updated.

How To Make a Success Of a Small Business

Small businesses are in many ways more vulnerable to market fluctuations than the larger players. Sadly, it is the case today that less than 45 per cent of small businesses stay open after four years of operating, and with the current global financial situation these numbers are not likely to improve anytime soon.


Because of this, if you are thinking about establishing a small business yourself you really need to be aware of the best measures to take to give you a fighting chance. There is no reason why you can’t be one of the group who succeeds, but it takes organisation, a strong sense of the realities of the marketplace and a great deal of dedication. Here are some steps you can take to maximise your chances of staying afloat:

Don’t over-extend yourself: From the outset, many small business owners make the fundamental mistake of fondly imagining they can do everything themselves in order to cut their costs as much as possible. All I can say is: don’t! Nobody can be an expert in every area, and there are certain aspects of a business, such as sales or marketing, that need to be run by someone with experience if you are to have any chance in this competitive marketplace.

Get advice: If you really can’t afford to bring in many full-time staff to begin with, you might at least consider bringing in the temporary services of a small business consultant. It may seem like an unnecessary expense, but a consultant specialising in this area can be invaluable for setting new companies on the right path and advising on how to avoid those common early mistakes. They will also help you to set up a realistic and effective business plan – something without which no new company can function. Consider hiring a small business consultant as a necessary start-up cost, or a wise investment in your future.

Know your competition: Before you enter a certain market, take the time to thoroughly research your key competitors. Small, local businesses will often be up against a lot of similar companies in the area so you have to know what products and services they offer so you can find a way to differentiate yourself as a brand to give you the edge. Once you have identified your competition, keep a constant eye on them and be prepared to make changes and update according to the latest trends.

Offers and promotions: Small companies need to keep customers interested with promotions or special offers. You probably won’t have a large advertising budget to begin with so doing this is one way of ensuring your company name is out there. Email marketing, for example, is an effective way of getting special offers out there, or if you are a very small local business it can be something as simple as having an eye-catching billboard outside your shop.

Make online marketing work for you

With the rise and rise of the Internet, many traditional forms of business marketing and advertising are falling by the wayside as companies are opening up their eyes to the opportunities available to them from email and online marketing. 

By using the Internet to advertise your products you are able to tap into a potentially global market faster than we ever would have thought possible just a few years ago.

However, whilst this is undoubtedly a very effective form of marketing, you have to be aware of the pitfalls in order to get the best possible results from your hard work. Here are just a few things to bear in mind:

• Targeted email marketing: It is a good idea to send out carefully crafted emails with information on your latest products or special offers. However, before you do this you really need to have taken the time to build up a detailed database of clients, cross-referenced according to their specific priorities. This way you will only send out relevant emails and won’t risk putting people off. For example, there is not point sending out emails about female beauty products to men.
• Send newsletters:  Rather than bombarding all the people on your mailing list with junk mail every time you have any news, save it for a regular newsletter. This way all the important information is encapsulated in one single message and you won’t annoy your clients. At the same time, you will be issuing them with a regular reminder that you are out there and continuing to work to keep up with their needs.
• E-commerce: Make sure your website is optimised for mobile devices. The use of Smartphones is increasing fast, and indeed it is highly likely that the future of business marketing may lie to a large extent in handheld devices. With more and more people downloading information to their phones, make sure you are tapping into this lucrative market.
• Invest in SEO: Many businesses are still not recognising the importance of search engine optimisation (SEO) in order to keep their website at the top of search engine results. It is all very well having a striking and professional website, but if you have not maximised your online presence by using the relevant keywords or using social media then this will count for nothing. Doing this properly is necessary but can be time consuming, so it is worth hiring in a specialist to do the job for you.

Shouldn’t You Be Using Google+ Hangouts to Connect With More Customers?

What do the Black Eyed Peas, The Muppets and the technology giant Dell have in common?


They are all using Google+ Hangouts to connect with their fan bases.

Before you protest, not another social media site! I’m currently on Facebook and Twitter and they take up too much of my time already, let me explain . . .

At the moment, Google+ has an estimated 40 million users compared with Facebook’s 800 million. But please don’t think of it as “a smaller Facebook,” because it isn’t.

First of all, Google+ Business Pages are easy to create and edit – easier than Facebook in fact. Google+ allows you to interact with your fan base through a mixture of comments, tags, sharing and the soon-to-be legendary, Hangouts.

So what is a “Hangout”?

A Hangout is a video connection between your business and your customers and followers. You can host your own networking sessions, showcase your latest products and services, organize a focus group or a Q&A session – the possibilities are endless.

Many business owners use Hangouts as video conferencing tools, scheduling meetings with suppliers, partners, affiliates or resellers. You can use the Hangout facility to interact with a maximum of 9 other people at any one sitting (10 including yourself). Each Hangout you host will have a specific URL you can use to invite Google+ users to your video session.

Before you host your first official Hangout, I would suggest organizing a ‘dry run’, to ensure you are well prepared and that the sound quality is fully optimized. You might also want to start with fewer people until you get some experience of the facility, as 10 people sharing a conversation is likely to become somewhat chaotic!

I mentioned Dell in the opening of this piece. Dell is the latest big company to announce it plans to use Google+ in its customer service division. It’s quite surprising that many of the larger concerns haven’t yet picked up on the business potential of Hangouts. To be able to connect with your customers face-to-face is a fantastic innovation. Even better – you can then upload videos of those interactions to YouTube. There are huge possibilities for viral marketing here . . .

If you want to ‘hang out’ with more fans of your brand, Google+ Hangouts is well worth a look. You’ll be able to create and share content-rich video productions that spark exciting conversations. Getting more people talking about your brand is what it’s all about. Plus you’ll be in great company.

More people are catching on to the benefits of using Google+ for business. It’s worth signing up to Google+ for the potential of its Hangouts facility alone.

The unwavering popularity of YouTube is testament to the fact that people find the medium of video as a ‘create and share’ tool irresistible. Household names like the Black Eyed Peas, The Muppets and Dell have already come alive to the potential of Google+ as a means of gaining greater visibility and expanding their fan base. Just think what it could do for your brand. If you aren't sure on how this could work for you ask a marketing consultant to give you some ideas.

Use Social Media to Make an ‘Emotional Connection’ that Increases Brand Loyalty

Take a peek in your wallet. How many brand loyalty cards are you currently carrying?

It’s reckoned that the average UK household is signed up to 12 store/ retail loyalty schemes – everything from collecting points to save money on your supermarket shopping and cash-back on credit card spends, to getting a free cappuccino for every 10 purchases made at your favourite high street coffee shop.
It seems all our favourite brands are leveraging the power of brand loyalty – encouraging customers to shop with them more often.

Many of the top brands like Starbucks and Coca-Cola have long recognized the increasingly important part that social media plays in their customers’ lives and are using it to their competitive advantage.

Using established interactive social media platforms like Facebook and Twitter to bring together fans of your brand makes perfect sense, because you will be harnessing the ‘share’ potential of the Internet.

But how do we define brand loyalty? And is it necessary to make the distinction between someone who will buy that 10th coffee from you just to get the freebie, and those who love your Java recipe so much, as well as the ambiance of your café bar, they’d never go anywhere else regardless?

If you belong to a Frequent Flier Programme, ask yourself whether you would still fly with that same airline if a competitor launched a significantly cheaper, but similar service in terms of standard and quality. And if you’re someone who checks price comparison sites regularly, as an increasing number of us do these days, then brand loyalty may not be something you’re driven by, as much as value for money.

As creatures of habit, many of us shop at the same places, at pretty much the same times, week on week, whether the retailers concerned have a loyalty scheme in place or not. These shopping ‘repurchases’ are justified through considerations such as convenience, price, service, or quality. You see, ‘repurchasing’ is not the same as loyalty.

True brand loyalty is achieved when our brand makes an emotional connection with its audience: We love it that Innocent smoothies are 100 per cent fresh fruit and no junk; that Apple computers are cool; that Lego has built a great online community we can be a part of; that Harley-Davidson represents the “adventure of a lifetime.”

And, as fans of brands, we love connecting with those brands via social media, because they reward us with something extra for our loyalty. There’s newsletters, competitions, giveaways, online interaction with fellow enthusiasts – all the extra stuff we get for free, just for signing up to their sites. And here’s the thing, we’re getting an exclusive deal other people are missing out on because they choose not to be a part of that community.

These socially-connected brands have established an emotional rapport with their followers that that goes way beyond ‘repurchasing’ and creates ‘fans for life’.

By using social media to engage and communicate with your target audience – and by offering exclusive deals to those who follow you – your brand could do the same. A recent study found that 37 per cent of Facebook users who have ‘friended’ a brand, cited ‘product discounts and special promotions’ as their main reason for doing so.

Consider how your brand might use Facebook Pages and other forms of social media to connect with more like-minded people who could become valued customers. What emotional message might your brand build its fan base around? And how will you reward your followers for their loyalty and thus create fans for life?

Creating exclusive offers for your online community is a proven way to establish a fan base and encourage more sign-ups. As well as making more sales, you will have a ready-made focus group that will help you with research into your current business, as well as ideas for developing and marketing new products and services.