Bsa Marketing Matters

In this episode, we discuss what makes a good client. With good clients the relationship should be a mutually beneficial to both you and the client. There is no single definitive answer to this. Generally, it's about finding the right fit between your core competences, and what your client is looking for. But , whether it's service or product-led, making sure you are targeting the right clients is crucial to a successful & sustainable business.

In putting together our new website recently, we had cause to review the relationships we have with clients, and one thing that came out of it was just how long we have been working with clients (5 years is not unusual). In a world where the focus is short term, it made us realise that THE Most important thing in marketing is to STICK AT IT. To discuss this issue, we talk marketing with one of those clients Mathew Done, MD at Slõ Drinks.

Over the years, the same issues of digital have continually cropped up. Even now in the age of the internet, SMEs are willing to pass the responsibilities of marketing off to third party experts, but good digital marketing needs your own input as, after all, nobody knows what you want out of your business better than yourself.

For small companies, marketing responsibilities are often handled by only one individual in a secondary role. However, every role and position in your business can impact your marketing, and should therefore be involved in some aspect.  

Businesses tend to focus on either marketing objectives or the tools used to deliver them. While the former should be a priority, suppliers and SMEs often target the latter. Lots of enquiries and leads are obviously a positive but it is missing the vital question, "what is my marketing trying to achieve?"

In order to recognise the value of content you produce on the Internet you need to understand exactly why you're doing it and what you aim to receive as a result. We're all used to information being freely available online but, as this costs money to produce, outlets are increasingly putting their content behind a paywall.

When in comes to small businesses, agility is key to delivering competitive advantage. However, without process, priorities may be misjudged, and customers may receive all the attention, sacrificing marketing for your business. And the only person a lack of marketing hurts is yourself.

Your website can be central to your marketing process and the single biggest tool at your disposal. Traditionally, the company responsible for your web design adds on hosting as extras without a thought. However, hosting should be the first step of your on-going marketing strategy.

Most people historically use social media to view funny images or discuss the latest cultural zeitgeist, leading to companies avoiding it. However, more recently, it is producing opportunities for B2B marketing. But why has this changed and what is the purpose of social media?

It's now been over a year since GDPR came into effect and, in this week's Marketing Matters, Duncan & David investigate how e-mail marketing has changed in the current GDPR world. 

Duncan & David go through the benefits and mistakes found in search marketing. However you look at it, search engines are still critically important to marketing but it's more about the content than just optimisation through SEO.  

Duncan & David discuss what a lot of people think of as a complex time consuming process: planning. Seen as something full of paperwork never to be used again, it doesn't need to be that way.

Duncan & David view the modern world for SME businesses and the importance of having their marketing as "joined-up". With so many aspects of online marketing, such as search, social media, website and e-mail, there is a necessity to form a connection between them.

Duncan & David investigate the importance of measuring marketing activities and web data. What was once difficult to collect, we are now overburdened with figures.

Duncan chats with guest Ant Bullivant, of Off The Front Creative (www.offthefrontcreative.co.uk), about what makes good design. A well designed website provides clarity, consistency and communicates the message of your brand.

Duncan & David look at what PR means and what role it has on today's SME Marketing toolbag In Essence PR is about engaging with exiting publishers who already have a relevant audience. Once the domain of large organisations, it is now a valuable tool for small business marketing too.

Live from the Glossop Business Expo, Duncan & David talk to the organiser Kathy Ford about the importance and evolution of networking. Networking is not just about joining a group who can feed you leads. It's a vital part of SME Marketing, and is about building contacts and growing your network.

In the second instalment of the BSA Marketing Matters podcast, Duncan & David ponder how social media fits in when considering SME marketing and the important things to consider when selecting where to put your marketing efforts.

Join David & Duncan in the first ever edition of the BSA Marketing Matters podcast. Here they discuss the importance of your evolving website and how it forever needs to change with the business.