Bsa Marketing Matters

Since our last podcast, the hype around chatbots has been growing with Microsoft and Google drawing up the battle lines with plans to integrate AI into their search algorithms. There is no doubt that AI could prove a game changer for search. Rather than the list of urls we're used to seeing, AI could to provide information in a more natural way, presenting both opportunities and challenges for those looking to promote their businesses via search. In this podcast we discuss what impact is this going to have on traditional Search marketing. We also consider how we think it's all going to ultimately unfold?

Recently, OpenAI launched a new version of their ChatGPT bot that can allegedly generate natural content. As Marketers are always looking for an edge using automation, it obviously generated some interest. As well as a number of questions! How good can the results be? Can it be useful as a starting point for writing? And what about the ethics? Whilst we discuss this and more in our latest podcast, we also decided to test it out on our blog. You will find the results here.

I recently read an article advocating the "Renting of Christmas" - Nowadays, you can rent anything!  It started with Software as a Service. Now you can buy pretty much anything as a service. But should you? The decision on whether you should head down that path is not always an easy one and depends on many factors. Whilst accessing something on a simple monthly subscription may seem attractive, it can become expensive, and usually comes with strings attached. In this episode of Marketing Matters we discuss whether it better to invest in capabilities in house or to 'rent them for a fee whenever you need them? Yes, you can have everything as a service, and suppliers would certainly like you to, but is it the right way to go?

In our latest podcast, we look into the real world issue of tech projects (Websites, Web apps and the like), For SME's they can be a huge draw on resources and cost effectives solutions can often be elusive. Often Having the idea is the easy part. The challenge is finding a cost effective solution that brings the idea to reality as out of the box solutions rarely deliver 100%. and going totally bespoke is usually prohibitively expensive. In this episode we discuss how to square that circle!      

In this episode, we look into the issues with planning when running an SME business and why for many people it is a continual challenge. To fail to plan is to plan to fail Benjamin Franklin But No plan survives first contact with the enemy Much quoted by military strategists throughout history! So why bother. Listen to the podcast to find out!

Google Analytics, the leading measuring tool for analysing & comparing what visitors do on your website, is having a major change over the next year as it switches from Universal Analytics to Google Analytics 4. While GA4 is available now, the data is not retroactive, so the sooner you switch, the better. Analytics is important but it's just another tool to help your marketing: you still need to know what questions to ask in order to benefit your business. What actions do you want people to take on your website? Where are you hoping to get them from and how can you measure how successful that is? A key improvement to GA4 makes it easier to answer these questions.  

While it is true that pretty much everybody uses a search engine nowadays, there is an oversimplified idea that if your business pops up at the top of a search page, people will flock to your site and business will boom. Being top of a Google search isn't necessarily what you should be aiming for. Start with asking yourself questions about your marketplace: what do I offer? Who am I benefitting? If you want to be effective, you need a good marketing plan that considers these things. Use of search is just one tool to help your strategy. Rather than a major focus on keywords, which may be a very niche subject in a very broad term, make sure your site's content informs and demonstrates what do you well and, in doing so, you give yourself an organically successful SEO method.    

It's great being able to be independent, running business yourself, but sometimes your skillset isn't enough, and the best choice is to get somebody else involved.  While it may be tempting to try and do everything yourself, to save costs or provide additional revenue, there are downsides. Getting the right tools and learning how to use them can be expensive and time-consuming, and using  an external service with the tools and experience can be more cost effective. But is there a way to work collaboratively to create a more satisfying way of operating?

In the final part of looking at tools that we use, telecom systems are at the forefront of our minds.  In the past, internet connectivity held back VoIP (Voice over IP) systems for early adopters: it was about having the technology rather than it actually being beneficial. While our existing telecoms had served us well, it was getting long in the tooth and, with internet speeds always improving, we made the switch to cloud phone system 3CX in December 2019. With a goal to be able to operate flexibly, even before working from home became a necessity, we have seen significant benefits and improved functionality, all at a lower cost! And, though reliability can be a risk, we never want to switch back.

Whether you like it or not, if you're running a business, you have to keep accounts. Bookkeeping and invoicing can be tedious and time consuming, but something that is entirely necessary. As a small business owner, keeping on top of finances and knowing your position is vital. Some years ago, we switched to Xero, a cloud accounting system. While there were some initial teething issues, like with most new software, we came out the other side wondering how we ever lived without it. Here we look at the pros and cons to cloud accounting.

Domains, email and hosting are critically important elements of the digital business world but are often forgotten because, when they work well, you never need to think about Them: But they are the glue holding an business together if they fail, everything falls apart! In this episode, we discuss these elements of the digital world that are often taken for granted, but that are actually at the centre of our work!

Building a website can seem like technical barrier for many people and take focus away from the real challenge of building a business. But given the right tools and working with the right partners, designing and hosting a website should simply be a part of running & building a business rather than a technical hurdle to overcome. Over the years, we've identified two key tools in website development and management that we have come to rely on: WordPress (an open source web builder) and Elementor a tool for building WordPress templates.  In todays podcast we talk about these two tools and why we use them.

In this new season, we’re taking a glimpse “behind the curtain” at the tools used in web marketing. In most instances, you cannot run a business these days without the technical tools and support, so what do we use for websites, e-mail and even, looking beyond marketing, accounting and telephone systems? As we’re surrounded by technology, a key thing to remember is the tool only aids in running your business: it isn’t the be-all and end-all. For the right tools, you need to understand both why you want it and what you hope to gain.

On the back of our recent e-business series, we’ve had some real world examples of situations where a joined-up approach would have been useful. Legitimate suppliers selling legitimate products, but their lack of cohesion and poor communication led to a less than ideal customer experience, costing them potential further business. What were the big mistakes made and how should they avoid it in future?

Regardless of whether your business is conducted primarily on or offline, a solid digital presence is key to the way you interact with your market and customers.  Different businesses operate in slightly different ways but fundamentally they need to effectively engage with their marketplace and digital platforms are now a critical part of this process. In our final episode on e-business, we pull things together and discuss how a joined up approach to managing the digital elements of your business is vital to long term success.

Once you’ve had somebody sign on the dotted line, your relationship with them changes. They know you better, are more interested in what you have to say and, according to marketing wisdom, should be your most profitable customers. But do you make the most of this opportunity? Finding and converting new customers is expensive, but many companies focus their energy almost exclusively on this. Ignoring the potential opportunities from current clients. Many businesses fail to recognise the value of building on existing relationships even though it doing this can often make or break the success of a business.

After an enquiry is made, What next? Do you have a process to make the most of them and where appropriate, convert them? With a service-led business, a website is about building confidence and trust. The buying decision might take longer and need a little more help. Rushing to seal a deal may be tempting, but is rarely helpful: What's more, seem too keen, and it could make them question your motives. Different enquiries will move at different rates and you need a process to deal with these in the most appropriate way. In this weeks podcast, we discuss this and introduce the concept of the Boomerang e-mail - Trust me its worth a listen just for that!

The main marketing focus of many businesses is getting people to their website, with the priority on things like improving Google search rankings Whilst this is important, what happens when they arrive on your site is equally important. If your website doesn't deliver, then attracting people in the first place is a pointless endeavour. The more competitive a market is the more important it is to hold someone’s attention. If it’s not easy for visitors to find what they’re looking for, they’ll look elsewhere. In this episode we look at what you need in place to ensure their experience goes smoothly and delivers results?

The next step of our series on e-business looks at the visibility and effectiveness of your website. While getting people to your site is important, it's only worthwhile if they are interested in what you do and that you can convert them into customers. Having the right approach to attracting people, by knowing who it is you're appealing to and making sure the message is right, is imperative. You don't want to attract just anybody. One of the biggest mistakes made by marketers is not effectively defining the target audience, and casting the net too wide. Just thinking of gross numbers instead of narrowing the field means you're going to waste resources and struggle to convert people. You cannot and will not make a customer out of everyone.

With the odd exception, every business has some sort of online presence. Whilst this may not involve a full e-commerce offering, the web is critical to all businesses these days.  As a critical element in communicating with your target audience your use of technology needs to be a fully integrated part of your business rather than simply a technical issue. In this episode, we talk about the difference between e-Commerce & e-Business, and the importance of a joint up approach to technology throughout the sales & marketing process.