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helen stanley

HSC Takes a Healthy Look at Changing Marketing Perspectives

For many marketers and business owners, the first thing that comes to mind when looking at corporate promotion is the Google organic search page.  However, what are the chances of selling products or a brand solely by trying to appear on the first page of search results these days?   Pretty much none.

The days when e-commerce marketing was considered easy and success was simply achievable by search engine optimization have long since passed. There is now a great selection of online tactics, tools, and channels for e-commerce business promotion, which when combined give companies optimum results and a bigger audience.  A good marketing agency needs to know how to help you achieve this.

Whilst search engines continue to be a good source of substantial traffic and bring good revenue for many corporate websites, via organic search as well as paid search, there is a need to look at the reach beyond websites and blogs as the internet diversifies.

I’m Pinterested

We are all now very familiar with corporate blogs, Pinterest and YouTube as a means to promote a range of products or services.  Or at least we should be.  They are worth every penny of investment in keeping companies ahead of competitors.  We’ve heard of SEO.  Saying the right thing at the right time has always been essential to good business practice.  Journalism and PR come into their own here.  We’ve grasped that having a Facebook and Twitter page gives a company a bigger presence on the World Wide Web but how can that exposure convert into lead generation?

Understanding the combined mix of journalism, marketing and online sales potential is essential to move a company forward in today’s market.

Boldly attacking B2B social media is one of the most powerful and persuasive ways for any sized company to seize the day, generate leads and move forward.  Quickly.

Many companies have a tendency to shy away from tackling social media marketing as it is uncharted territory and planning for this positively terrifies some as it can be incredibly daunting.  Yet a new generation is emerging that must be considered.

It’s All In The Mix

As the dynamics of marketing change almost daily, due to the rapid morphing capabilities of the internet, those with vision and focus have grasped its benefits and are using its potential.

While email marketing and blogs have been around for years now, some companies are still lagging behind, thinking a website with a newsfeed is all that is now required to generate more than passing interest.  Not wise and not true.

A Tangled Web

If a website is bland or is difficult to navigate it does not matter how good the products are, visitors will simply move on.  For example, investment in regular content update on a website is now vital.  So, one blog entry a month simply shows apathy and if you can’t be bothered, why should any visitors or potential customers?

User testing also helps to gain objective perspective regarding a corporate website as monitoring opinion and taking action will help to improve visitor-to-lead generation. Plus, customers love to give their opinion and feel they’re heard.

If you haven’t set up remarketing yet, invest now. Dynamic remarketing is another powerful tool, when the user is shown several different products that were recently reviewed while looking at other internet sites.  It will grow your presence substantially.

Be A Twitter

Twitter, LinkedIn and Facebook are commonplace today, being fabulous platforms to regularly update existing customers, potential investors and stakeholders. Interlinking is powerful publicity.  But make it count – give it value.  This all takes time however and this is where your marketing department needs to have grown beyond previous marketing practices and is aware of the positive impact social media can make upon your business.

Understanding that promotion requires analysis and dynamism is fundamental to growth.  This needs enthusiasm and creativity within a cost competitive, tailored, creative line of attack.

Determining link and outreach strategy to ensure that the basics are properly set up on a website is vital.  Ideally, you should invest in as many unique product descriptions as possible and this requires a creative writing mind to help you achieve this.  Find a community that your customers visit regulary and prepare and publish decent content there by linking into bloggers or create your own blogspot. Negotiate with bloggers to test drive goods you have in your range.

Print Or Be Damned

Break into publications and blogs that write on the subject relevant to your business which also offer live feeds and social media networking possibilities.  Ones that prove they can gain growth for your business in a variety of ways not just e-shots or database usage.  Look at the potential of their reach for your business and for your customers’ business.  It’s a mutually beneficial partnership that should prove itself by lead generation, conversions and future big data possibilities.  Personalised promotions, data analytics and optional video links should be part of the package you are buying into, all of which is possible today if you are looking at tomorrow’s market.

Take A Tablet

Beyond this, companies must look at developing marketing options opening to them – social media is an excellent channel but the wise are taking this further and embracing the benefits of smart phones and tablets.  Location aware advertising is growing and very quickly, so mobile strategy is vital to consider particularly if trying to reach the consumer, whether directly or indirectly. The clever blend of fast paced, cost effective communications make social media a must for any business.

Constant work to improve conversion and increase customer/visitor website life cycle will reap benefits.  The right mix of marketing options including online tools and progressive media channels will help to maximise business potential.

Understanding not just your needs but your customers’ needs is also pivotal to success. Introducing marketing strategies that are personalised for your business to give it healthy growth, takes commitment, careful planning and dynamism.

Helen Stanley, HSC comments, “Working with clients who offer world class qualities of reliability, integrity and vision has been the key to success for HSC over the last 17 years.

It is imperative to stand out from the crowd and make an impact where it counts – in tomorrow’s market.  The future is in integrated marketing, and that future is here and now.”

For an honest, marketing healthcheck that results in helping you to create an impact, please call Helen or Darren on 0121 352 0972.


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