Bath Marketing Consultancy

Social media – a case study

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What do you do when one of those notification emails arrives in your in box letting you know that another person/business is “following you” or that someone has left a comment on your blog? Do you simply delete it feelign quite smug that someone else has noticed your business, do you make a note to look at it later or do you click on the link to see who they are are and what they may have said?
The power of Twitter
If you are a small business, time sometimes comes at a premium so actually acting on one of these notification emails might not be at the top of your list. However, I wanted to share with you a little story about what happened to me as a result of a notification email.
Many months ago, Bath Marketing Consultancy received an email saying that someone else was “following my tweets.” I immediately clicked on the link of this persons profile to see where they were based and if they had a website. What I found was that this particular follower was Bristol based graphic designer. I then looked at their website and it looked really quirky and cool.
Now I am not ashamed to admit that I outsource to people when I identify a particular marketing need for a client such as graphic design, back end coding or print and thought that being “connected” to another graphic designer who was local to me was probably a good idea. I, therefore, followed this person back.
Now as you fellow social media people probably know, Twitter is a platform that allows people to interact with each other over the internet and allows you to develop sort of virtual friendships online. It also provides a platform for businesses to manage their reputation and to stamp their personality on their brands. I am not a fan of the “it is cold outside” or “I am off to make a coffee” tweet so I tend to post (what I feel) are useful snippets of marketing information as well as links to my Blog posts and I also enter the odd online conversation.
When I noticed @mangoink (the business in question) Tweeting, I sometimes retweeted or made the odd comment and Mango Ink also retweeted my tweets etc….a relationship developed. I also noticed that @mangoink were on Skype so I added them to my Skype contact list. I then thought to myself, why not call @mangoink to see what they are like and to see whether it was worth meeting up as I knew I was heading into Bristol for a meeting shortly….
What resulted was a lovely, lenghty conversation with a lady called Emma Lewis @mangoink. (You can probably guess where this is go….and, no, not a date!!).
We did cross paths at Emma’s offices and swap notes and got on like a house on fire. So much so that Emma emailed me at the start of November about a pitch she had been invited to do for a prospect in Bristol. Emma said that there was a graphic design + a marketing requirement and would I be interested in getting involved.
We went through the brief together and bounced some ideas around and then Emma and her team started putting together brand identity visuals and ideas while I looked at the prospects’ online offer and made some suggestions about mystery shopping and gathering existing marketing material.
We pitched the prospect in Bristol yesterday morning as a “design and marketing team” where both Mango Ink and Bath Marketing Consultancy presented their skills. We were up against an incumbent plus one other “agency.”  The result………………………..we have been awarded the account where both Emma and myself will work together to deliver the full suite of design and marketing initiatives. Welcome to Abode Property Management in Bristol.

For those people who do not believe in the power of social media, I hope this gives you some cause to re think!

Website, Blog, News…..why all 3?

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A great deal has been written about the merits of creating quality “inbound” links with regards to boosting a websites performance within search engines and I wanted to clarify how I position 3 possible activities within your marketing to facilitate this.

We all know about websites, but what is a website for? In my opinion, a website is your 24/7 shop window and as such, it should contain the factual information about you and your business. i.e. what your business is called, what is does, who is involved in the business + their background, the benefits your business brings, the costs, where to find you etc etc. This information is very likely to change periodically so having some sort of content management system within your website that allows you to make these changes is a facility I would very much advocate. Not only does this facility mean that you can time proof your website, the activity within the pages (i.e. the changes you make) will get noticed by search engines and, as such, will benefit you.

My final word on a website is DON’T scrimp on yours. Take pride in it and invest time (and money) to get something that you are proud of. After all, you might “know someone who knows IT” like a friend of a friend or your son, but would you trust this person with your company?! No.

“What about a Blog? Do I need one??”…are 2 questions I regularly get?!” I have actually written a post answering these a while back. See http://www.themarketingexpert.net/2010/01/what-is-blog-and-why-do-i-need-one.html but the content of your Blog should contain a more light hearted tone than your website. i.e It doesn’t have to be factual or contain lots of information about you or your business. In fact, it doesn’t have to be used to “sell” you or your company and, as such, I actually see a Blog as a way of demonstrating ones credibility within a sector and even a way of opening a discussion with readers. A Blog must therefore be, interesting to read and short enough to get your message across. In addition, a Blog will allow the Blog owner to create “links” to wherever they want…..such as your website i.e create quality inbound links Do this by hyperlinking certain key phrases within the copy and/or by linking images.

And finally, my suggestion is to have some sort of “news” section within your website. “Do I really need a website, a Blog AND news???”

The answer in my opinion is yes.
A news section allows the site owner to keep customers and prospects up to date with what they are up to. Yes, a news section may also well mean competitiors can see what your up to, but so what? I am personally proud of being busy and having news within your website allows continual updating (which Google and its friends can see) and it also means that you can keep people informed.

These 3 elements, if used properly, can make a big difference to your marketing and how customers and prospects “see” you and your business. Remember the world wide web is exactly that, “world wide” and means anyone can see what you write and do so use it properly!

If you need any additional advice about online marketing, please get in touch with me via my website………………………………..and feel free to see my news and blog at the same time!!

My tips on how to make the dreaded cold call

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Like many areas of business, to be successful a great deal is to do with planning. Have you done your homework? Do you know the prospects’ name, job title, role within the organisation, areas of responsibility, business sector, email address and correct phone number – direct line is a bonus? In that case, you are pretty much ready to pick up the phone and dial…


This is not the best way to prepare!

However, before doing so, there are some very beneficial little habits I have included in my routine that I feel give me a better chance of getting that all important meeting. These are confident building steps and little personal elements that I am going to share with you. I know cold calling is a nasty initiative, but I never see cold calling as a numbers game. The people I contact are relevant and I truly believe I can add value to their business. This makes me feel positive before I start! I appreciate that cold calling makes people nervous and rejection rates are high so don’t laugh at the next paragraph!

1) I always make my calls in an empty office or room. This may sound obvious, but you never want to be overheard or have the possibility of being interrupted. If you work from home and have a family, wait for them to go out!
2) I always stand up. This actually makes me more alert and able to move about. Sitting down might seem relaxing, but it is far easier to be aggressive or defensive if you are in one place.
3) Smile. This is pretty much industry standard, but a smile projects the correct mood in your voice and, believe it or not, a good, positive smile can be heard down a telephone!

4) I have been known to play a song from i tunes in the background and sing to it as I dial. This actually makes me happy and feel like the call is going to be a positive one.

My next post will be about the call itself such as, DON’T start with “how are you?” Always say who you are and your role clearly. So many cold calls that I receive just go straight into the sales pitch following a “how are you” opener. The person on the other end of the phone will most likely receive loads of these calls so concentrate on what you can do for them and why.

I hope this little snippet from Bath Marketing Consultancy helps.



Your radio advertising check list

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From my Twitter post today. The 5 “i’s” that make up a successful radio campaign are:

  1. Involvement – will it draw in listeners?
  2. Identity – will listeners know who the ad is about?
  3. Impression – will listeners get the right impression of the brand?
  4. Information – will the listener understand what the ad is saying?
  5. Integration – if the ad is part of a wider campaign, will the listener make the connection?

 As with ads that run in the press, it may be possible to haggle on the price of radio advertising and my suggestion is to get a price based on the potential of long running campaign.

How to open doors

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Open that door!
In order for a business to grow, clients need to buy from you. Don’t expect many clients or prospects to buy straight away or to beat a path to your door in the early stages, but stick with it and you will reap the rewards. Similarly, most buyer surveys suggest that buying decisions are highly rational processes following elaborate scouting of the offers, the study of marketing material, the personal recommendations or even initiatives like social media.
Therefore, you must make sure that your company image is one that differentiates yourself from others and that your own marketing speaks volumes.

I write numerous posts on how to get your marketing ducks in a row – see this post for example – and how to give your business the best chance of success, but, what is it that attracts a prospect to stop, look and listen? Here are a few ideas you could use:

Offer a report on some original research – Who can resist free information? However, in order to be effective, the research must be original and new. Your prospect will most likely be in a better position than you regarding their knowledge of their sector so don’t tell him/her something they already know.

An in-depth analysis of his/her market – Similar to the above, but this is about having some sort of information that reveals your intellectual capacity. PR and literature are the most suitable vehicles to carry this.

Invitation to participate in research – This will depend on a number of factors, but, if the subject matter is relevant, the results made available and it brings him into contact with peers in his sector, it is likely that the prospect will participate. Flattery is quite key to this!

A critique of his activities – Obviously this can go straight to his heart! Be careful, but outline/highlight where the prospect could make improvements.  For example, in my  10 minute 121 meetings at networking, I concentrate very hard on adding value to peoples’ current marketing; giving them tips on how to get the most from areas like direct mail.

Are you a leader in your field? If you can truly substantiate that you are an expert, the prospect should be listening to you. You don’t need to be the biggest or even the best, but having extensive experience in his area will be of great value. Bath Marketing Consultancy does this in relation to the legal and retail sectors.

Exploit uncertainty – Deep down many clients fear exploitation i.e. “Am I being ripped off by Agency X?” “Am I the person paying for the MD’s new car and the businesses new swanky offices?” If you know information about their current supplier like a change in personnel or their costing structure, you can use it and it would take a very self assured client to turn a deaf ear to the information.

These are just a few of the techniques you could employ to open a door. Try one or try them all and then let me know how it went.

You have a brand whether you like it or not!

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Whether you want them to or not, it is highly likely that your business is associated with certain characteristics. It is therefore, up to you to ensure that your customers remember these characteristics for the right reasons. 

They must remember your quality as a business and/or the range of benefits that sets you apart from the competition. If people do not associate you with

anything memorable or particular, your business will be part of the sea or mediocrity where a high amount of other businesses can be found.When you or what you are doing is outstanding or different, the media will pick up on it; sometimes without any effort from you.

Don’t forget that placing loads of emphasis, resources, money and energy on your logo will not make your business stand out. You need to have a distinctive product or service. Logos and slogans can help, but are no substitute for a genuine USP. Once you have done this, you can even “own” your colour or slogan such as the red in Coca-Cola!With the foundations laid, it is time to reach out to your customers…….

Leads – where are they and who are they?

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Just where do you start looking for leads?! How do you qualify them? How to quantify them? Try and use the Qx2 method – Qualify = ensure that they are in the target group to buy from you; Quantify = has their organisation the budget i.e is the suspect you are looking at an actual prospect?

Not these leads!
This all might sound a bit over the top and scientific, but there is no point in tapping a potential piece of business and allocating time and energy to the sales and marketing process if they do not follow the Qx2 rule.
So……where to start? Constructing a wish list is not difficult in the early stages of business. After all, you know your market, you read the trade press and/or papers etc. But remember, the list must be reasonably long so as to give yourself a broad target to aim at and to allow for the probable high volume of non effective contacts that you are bound to face on your first attempt. In my opinion quality is better than quantity, but you can never have too many leads.
From bitter experience the early fear of the prospecting process can quickly be replaced by the need for more leads as your initial list shrinks! Therefore, do not discount purchasing a list/database from a reputable company. In addition, many leads are available from directories like Free Index or UK Small Business Directory (are you listed on these directories?!). In addition, use networking (4Networking preferably!) and keep your eyes open as you travel around – good prospects are everywhere!

Once you have got your list, dedicate real quality time to your own marketing. Get your brand right; get your website right and get your marketing material right and there will be no stopping you!

Keeping the customer happy

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Let’s assume that the work you have been doing for your clients has been delivered; you will need to continue to keep the clients happy between projects in the same way you won them in the first place – by being helpful, professional and adding value to their business. However, for any organisation, one of the key aims for keeping customers happy is to have repeat business.

To me, this isn’t about you having all these accreditations like IIP or BS 5750 – some organisations see quality standards as applicable to procedural matters, keeping customers happy is about ensuring that everything has gone as planned on each project and then maintaining contact with your clients using their experiences as a way of improving your business.

An even better system than the routine of despatching customer standardised satisfaction questionnaires is the infrequent (but in depth) client review meeting. However, before having such meeting, try and do an internal review so you can try and assign a monetary value of the client to your organisation and review cross selling opportunities. For the former, not all clients are profitable and some are more profitable than others. Maybe scrutinize the figures and construct some sort of lifetime projection. For the latter, are there opportunities to exploit so that you can become more valuable to the client client…and vice versa?

Ultimately, dialogue between you and the client is essential and without it, someone else may be tapping into your client!

Market Research – DIY Tips

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Knowledge is power.

I have been involved with a number of blue chip clients over the years who have embraced my idea of actually engaging an external agency to research the markets they operate in before actually implementing marketing initiatives, in terms of buying behaviour, competitive analysis, cost comparisons etc, but what about if you are a small business and want to conduct research yourself?

Well, this thought process prompted this post about tackling research in house.

Firstly, dont underestimate the time and effort required. Most organisations are simply not set up to conduct their own research as it requires considerable time to do properly not to mention space for handling the volume of paper it can create + costs incurred for things like post, the time needed for checking data etc. So……below are some key areas to use as a checklist for you:

Define your sample, its size & selection method
Choose your data collection methods (face to face, post, telephone…)
Design your questionnaire
Collect your data
Clean your data
Enter your data into the computer & define analyses required
Interpret & report your findings

There are immediate solutions if time, resources and/or actual knowing what to do is a problem. There are loads of small agencies offering research and these can offer you help in the areas you need or simply do the study for you. Yes, there would be a cost, but I personally believe research should be a key part of your marketing plan.

Advertising. Yes or no?

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Standing out?

Can advertising generate leads? Should it be a part of your marketing activity? What type works? Some quite strong questions for a Monday morning!

I believe that that there are limited numbers of prospects who buy in the professional services arena and, the infrequency of their purchase decision making makes a strong case for not doing any advertising at all. After all, why do so few ad agencies advertise? Maybe there is a message in that!!

Of course, for many years, some professional services were not permitted to advertise for ethical reasons (i.e. the legal sector), but, when these restrictions were lifted, their first impulse was to rush into advertising. But they forgot about below the line activity.

My main interest in advertising is whether it can generate leads; whether it should be taken seriously as a response generator. Do prospective clients come knocking as a result of an advert or does seeing an advert leave them cold? To me, advertising is about ensuring that prospects see the added value working with you brings. However, there are some professional establishments simply advertise to satisfy their egos………….and to annoy their competitors!

There is one obvious situation where advertising would seem an obvious route to market – the launch of a new product or service……or what I like to call “Announcement advertising.” However, for this to be truly effective, the advertising needs to be full of flair and create a buzz around the market. I have tried to do this with my latest Bath Life advert promoting my website/CMS package using a chocolate cake.

Wherever possible try (as written about by a fellow Tweeter Andy from Pro Ipbx), and put a response mechanism in place to allow reactions to get straight back to you. Or, at least ensure that you find some way of viewing effectiveness. Maybe by simply asking enquirers or promoting a particular page on your website that can be viewed via analytics.

Although it is sometimes hard to quantify, I believe advertising does create curiosity. It can also lay the foundation for other marketing initiatives such as e marketing or direct mail. It can also generate real positive feelings internally from your employees by showing real commitment to the business and raising morale. Hmm, but does this answer the question of its use? Tough one.

There will be plenty more on this subject from me tomorrow and later in the week, but, what do you think? Let me know by leaving a comment. Let’s share experiences!