Category

Marketing strategy

Brand strategy

By Branding, Business, Marketing strategy, Success

All businesses, no matter what size, should ‘think brand’. Here is a Mind Map (click to expand) which shows the key elements of branding. Scroll down to see a checklist, which explains what the branches mean.

Branding Mind Map by Nigel Temple

Brand strategy

Begin with a clear set of objectives for your brand. What does it stand for? What is the one word which you would like customers to associate with your brand? What short phrase sums up your brand and sets it apart from the crowd? The key issue is to differentiate your brand – which may not be easy if you are operating in a crowded marketplace. (If you have a startling new idea for a brand, then your challenge may be explaining it!)

Successful brands are built on strong values

If you are creating a brand, it will be built on your values. Write a list of your values and include them within your marketing plan.

Position your brand

Every brand is positioned in its marketplace in relation to its competitors.

What’s the big idea, then?

Successful brands are underpinned by a central idea. What is the big idea which drives your brand? (If there is any difficulty in responding to this question – call me).

Do your products / services fit with your brand?

Are they aligned with your brand values? Do they support the brand or detract from it?

The customer journey

From initial encounter and awareness, to desire, purchase and advocacy – is there brand consistency? I am not just referring to your visual brand identity, I am talking about brand identity and character.

Visual brand identity

Are you using your logo, colours and typeface consistently? For example, I have used Arial for as long as I can remember. I use it within my website, blogs, emails and all of my printed matter.

Staff, colleagues, teams – do they get your brand?

Does everyone within your enterprise understand what your brand is all about? Gather them together and ask them to write down what your brand stands for. Compare the results. (Be prepared for a surprise). Incidentally, engaged staff create the best brands. (If you would like me to come over and do this exercise, you are welcome to contact me).

Promotional mix

Is your promotional mix integrated? Does it all have a consistent look and feel or is it all over the place?

The human brain and branding

People love stories. What stories are there to tell about your brand? How are you getting these stories out there? People learn through experience – what kind of experience does your brand deliver? Above all, how does it make your customers feel?

Brand results

An established brand is worth more money than a non-branded enterprise. Brands attract more customers and they deliver a higher level of profitability than their commodity cousins.

If you would like to talk to me about your marketing strategy and brand – by all means get in touch. This could be one of the most important and influential conversations you ever have about your business.

Nigel Temple

Nigel is a marketing consultant, author, speaker and trainer. He shows businesses how to get better results from 21st century marketing – starting with marketing strategy and brand positioning. He advises business owners, boards of directors and teams.

Nigel has an honours degree in marketing and served as a Faculty Member and Course Director at CIM (the Chartered Institute of Marketing) for 12 years. He led over 500 Business Link workshops, focusing on marketing strategy and internet marketing. Today, he delivers marketing events for The Marketing Compass which provides impartial marketing advice for business owners.

To find out more about Nigel’s services email joanna@nigeltemple.com or call Joanna on +44 (0)1628 773128.

He welcomes media enquiries about 21st century marketing, social media and digital marketing. He has appeared within the national press and broadcast media.

Nigel is the founder of The Marketing Compass – join thousands of business owners, tell us about your business and ask some marketing questions!

Follow Nigel on Twitter: http://twitter.com/nigeltemple

Internet marketing strategy

By Internet marketing, Marketing strategy, Websites

Here is a Mind Map which shows the key elements of internet marketing strategy (click to expand). Scroll down to discover what the map means and to read a checklist…

Internet Marketing Strategy

I often use Mind Maps when I am delivering internet marketing talks / presentations. I find that they help the audience to see the ‘big picture’. This Mind Map is all about internet marketing strategy and the branches refer to the following key points:

Internet marketing objectives

What is the primary objective of your internet marketing (i.e. website, SEO, newsletter, videos, social media)? To create awareness? To build relationships? To generate sales and revenue? I have asked thousands of seminar delegates this question. Interestingly, they are often hesitant in answering. How about you: do you know what the primary mission of your website is? If you are unsure, could this explain why you are not getting the results you are after?

Internet marketing skills

Are you technical by nature? Do you love to write? Are you a marketing professional? Successful websites are driven by strategic marketing thinking; they contain well written, compelling copy (website words); and they work seamlessly (i.e. the technology works so well that you don’t really notice it, in the same way that you don’t notice a car engine – until it starts playing up).

Online attraction processes

Are your website, newsletter and social media interactions engaging your customers, or failing to get their attention and interest? Are you educating them, when they are hungry for knowledge?

Content Management Systems

Which CMS do you use? Have you received any training, with regards to its features and functionality?

Social media campaigns

‘Social’ and ‘Search’ are merging. Now is the time to build your social media network. Don’t just be a ‘broadcaster’ (which is boring): be a conversationalist – you will be surprised by the difference.

Content production

As the old saying goes, ‘content is king’. My clients (and members of The Marketing Compass) tell me that the more they write, the more they sell. In addition to the written word, use videos and images (do you like the Mind Map? Mind Mapping was invented by Tony Buzan – Hello Tony!)

How to you spend your internet marketing time and resources?

Yes, I know that you are busy. Yes, I know that you already have a great deal to do. However, let’s face it, the future is digital. Spend some of your time learning about the new technologies. Spend some time writing and creating interesting content. Delegate the stuff that you don’t love to do to somebody else.

Internet marketing metrics and results

‘What gets measured, gets done’. This certainly applies to internet marketing. Are all your efforts actually generating money in the bank? It’s no use having lots of traffic, hits, followers, likes etc if you are not making money.

Accept that change is not going to go away (in fact, change will continue to accelerate). This a fantastic time to be alive, if you love to learn. I wish you well with your internet marketing journey.

Nigel Temple is an internet marketing consultant, author, speaker and trainer. He shows business owners, professionals and teams how to get better results from 21st century marketing – including online brand awareness, improved search engine rankings, social media effectiveness, website traffic and sales enquiries / sales. He is often asked to deliver his website review service – for business owners, boards of directors and teams.

Nigel has taught internet marketing since 2000. He served as a Faculty Member and Course Director at CIM (the Chartered Institute of Marketing) for 12 years. He led over 500 Business Link workshops, focusing on website effectiveness, SEO and social media. Today, he delivers internet marketing events for The Marketing Compass which provides impartial marketing advice for business owners.

To find out more about Nigel’s services email joanna@nigeltemple.com or call Joanna on +44 (0)1628 773128.

He welcomes media enquiries about 21st century marketing, social media and digital marketing. He has appeared within the national press and broadcast media.

Nigel is the founder of The Marketing Compass – join thousands of business owners, tell us about your business and ask some marketing questions!

Follow Nigel on Twitter: http://twitter.com/nigeltemple

How to get more sales leads

By Marketing strategy, Selling, Success

Do you need more customers? If that’s a “Yes”, then you need to learn how to get more sales leads.  Here is a quick checklist:

STRATEGY
*  Begin by working on your marketing plan (if you fail to plan, you plan to fail).
*  Add value to your products / services. Keep adding value.
*  Set sales targets and figure out your conversion rate (i.e. “we close 1 sale for each 4 enquiries). This will give you a good idea of the number of sales leads you need.
*  Increase your promotional mix (i.e. the different ways in which you ‘get the word out’ about your business).
*  Spend more time on marketing (including working on your marketing plan, website etc).
*  Add contacts to your CRM (Customer Relationship Management system), every day.
*  Join The Marketing Compass and learn more about sales, marketing and attracting more customers.

POSITIONING
*  Don’t just talk about being helpful. Be helpful. Don’t just tell us how great you are – demonstrate it by sharing your knowledge in helpful and useful ways, i.e. via the internet and at events. Here is a list of our marekting events: www.marketingcompass.co.uk/events/
*  Stop pushing so hard. Whatever you push against in life, pushes back against you.

BUILD RELATIONSHIPS
*  You will win more business from people with whom you have a prior business relationship. Whether they are existing customers, networking contacts or newsletter subscribers – relationships count.

WEBSITE
*  Have a professional looking website, based on a Google friendly CMS (Content Management System) such as WordPress. Make it easy for visitors to engage with you, via your site. (Discover how to build your own WordPress website in a day here).

SOCIAL MEDIA
*  Login to your favourite social media platforms every day. Don’t just be a ‘broadcaster’ – be a conversationalist.
*  See how I go about this, by following me on Twitter:  http://twitter.com/nigeltemple

REFERRALS
*  Always ask for referrals. (I know that this can be hard, due to fear of rejection – however – you must do this).
*  If you want more referrals, give more referrals. (By the way – this works for anything. If you want more love – give more love).

RESPONSIVENESS
*  Always respond quickly to sales leads in a friendly, professional manner. This is a message, in its own right. Even if they don’t buy from you this time, they’ll remember you.

FEEDBACK
*  Have someone to report to, with regards to sales leads / sales.  Talk everything through with them once a week. This works, even if it is your mother and she doesn’t say much, whilst you are talking; well, OK, you get my drift, don’t you?)

You are welcome to contact me, if you would like to discuss your sales and marketing strategy.

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Nigel Temple is a marketing / internet marketing consultant, author, speaker and trainer. He shows business owners, professionals and teams how to get better results from 21st century marketing – including online brand awareness, improved search engine rankings, social media effectiveness, website traffic and sales enquiries / sales.

Nigel has taught internet marketing since 2000. He served as a Faculty Member and Course Director at CIM (the Chartered Institute of Marketing) for 12 years. He led over 500 Business Link workshops, focusing on website effectiveness, SEO and social media. Today, he delivers internet marketing events for The Marketing Compass which provides impartial marketing advice for business owners.

To find out more about Nigel’s services email joanna@nigeltemple.com or call Joanna on +44 (0)1628 773128.

He welcomes media enquiries about 21st century marketing, social media and digital marketing. He has appeared within the national press and broadcast media.

Nigel is the founder of The Marketing Compass – join thousands of business owners, tell us about your business and ask some marketing questions!

 

Customer attraction system

By Marketing strategy, Success

Do you have a Customer Attraction System (CAS) as part of your business model? Does it generate a steady stream of conversations, sales enquiries and sales? Is it predictable? During the last century, marketing was largely all about pushing. Companies pushed the (unwilling) customer towards their brands, using expensive advertising, telesales, direct mail and sales forces. In the 21st century, pushing has become more difficult, due to the fragmentation of media, an explosion of communication channels (i.e. TV and radio stations, websites, blogs etc), laws to protect consumers from overactive marketers and more educated buyers.

Smart companies realise that getting customers to come to them is way better than the old style ‘hunt and kill’ methodology. Broadly speaking, an attraction based approach includes customer education and knowledge sharing. It is co-operative, trusting, interactive and more female than male in nature. It also happens to be ideal for the world wide web – which was originally conceived as a way of sharing files amongst scientists.

I know that this approach does not appeal to everyone. “Why should I share my hard won knowledge?” they say to me. “That’s fine,” I reply. “Keep all of your professional knowledge locked up in a darkened room. Lock and chain the door. Let some large, angry dogs wander around the corridors putting the fear of God into anyone who enters the building. What will happen? The knowledge will shrivel and die, as it needs interaction with others to flourish and grow (just like you do). Mind you, you’ll have to go and bang on all of the doors in the neighbourhood to find new business. By the way, how will your neighbours know that you are so brilliant at what you do, as they can’t see your expertise?”

My advice is to share a little more. If you need any more encouragement, I am sure that your competitors are already doing this.

By the way my last book was entitled ‘How to get clients to come to you‘ so this is a subject close to my heart!

Nigel Temple is a marketing consultant, speaker and trainer. He shows business owners, professionals and teams how to get better results from 21st century marketing – including brand awareness, website traffic and sales enquiries. To find out more about Nigel’s services email joanna@nigeltemple.com or call Joanna on +44 (0)1628 773128.

He welcomes media enquiries about 21st century marketing, social media and digital marketing. He has appeared within the national press and broadcast media.

Nigel is the founder of The Marketing Compass – join thousands of business owners, tell us about your business and ask some marketing questions!

Website review service

By Internet marketing, Marketing strategy

Nigel TempleAre you happy with your website results? Are you receiving sufficient hits, visitors and sales enquiries? Would it help to have a website review with a professional marketing consultant? Nigel Temple has taught internet marketing since 2000. He has helped over 10,000 enterprises to get better results from their websites. The discussion includes your objectives; design and structure; website words; SEO; social media strategy; technical issues; customer engagement; and sales leads / e-commerce sales.

Discover a series of practical, easy to implement changes which can transform your website performance. Benefit from Nigel’s considerable experience and his straightforward advice, feedback and ideas.

Websites are ‘marketing hubs’ which provide a central focus for attracting more customers. Your website needs to create a professional first impression, be easy to navigate and generate a steady flow of business. Nigel can show you how to pull everything together, so that your website generates the results which you deserve.

Choose from a 1-2-1 meeting, a team meeting, a talk to a large group or via a Skype call.

Looking for website project management / strategic direction?
I am often asked to manage website development projects – in order to ensure the best possible results. This can include my webcopy writing services.

For a quotation, email nigel@nigeltemple.com or call +44 (0)1628 773128.

New years resolutions for your business

By Marketing strategy

Do you make New Years Resolutions? During the Christmas break, business owners inevitably think about their enterprises. Here are some suggestions for business-orientated resolutions:

* Build your brand. One way of doing this is to….
* Create more awareness, as new customers need to find you. The more often that your name keeps ‘popping up’, the better. Low cost ways of doing this include the social networks, SEO, PR and events.
* Become a better writer and write more often.
* Meet more people (i.e. via networking and by giving talks).
* Be kinder (everyone is doing the best that they can).
* Become a better listener.
* Be more creative. In the 21st century, creative thinking is crucial, in order to differentiate your business.
* Write a ‘significant item’, such as a manual, e-book or book.
* Arrange more 1-2-1 meetings.
* Work on your website (as this is your marketing hub).
* Update your CRM on a regular basis, so that you can keep track of dormant, current and prospective business relationships.
* Learn more about marketing. You can do this here: www.marketingcompass.co.uk

If you would like some feedback on your marketing strategy, promotional mix and customer attraction processes – just ask. I offer a variety of services to suit different requirements.

All the best
Nigel
Marketing consultant, author and speaker
Tel: 01628 773128
Founder of The Marketing Compass Impartial marketing advice for business owners

What is branding?

By Branding, Marketing strategy

What is branding? Your brand = your business, seen from the customer’s perspective.

Successful brands are based on strong values.

Branding includes your visual identity, i.e. your logo, company colours and typeface. It also includes:

*  The thickness of your business card
*  How many times the phone rings, before a human being answers it
*  How quick off the mark you are to respond to questions and enquiries
*  Where you appear within Google organic search results
*  The impression that your website gives, within the first 3 seconds of looking at it
*  What people are saying about you in conversation and within the social media
*  The number of times that your target markets hear / see your brand name
*  The emotional reaction that occurs, when someone encounters your brand
*  The ability of dormant, current & prospective customers to describe what you do
*  The clarity of your brand proposition, positioning  and identity
*  The behaviour of the business owner, management and every member of staff
*  The extent and depth of your promotional mix
*  The stories that customers tell about you
*  Your writing ability
*  The images you use
*  Your attention to detail

If you have a question about branding, you are welcome to ask me.

 

What are your values?

By Branding, Marketing strategy

Great brands are built on strong values. If your business is ‘just you’, then you are the brand. What are your values?

Values = the basis of branding. As a business owner, your values are the foundation of your enterprise. Being clear about your values will help you to position your enterprise, amongst other things. It is important to know what your values are. Here are some of them:

Authority, Change, Communication, Competence, Creativity, Decisiveness

Efficiency, Excellence, Family,  Focus, Freedom, Friendship, Goals, Gratitude

Happiness, Health, Helpfulness, Honesty, Imagination, Independence, Integrity

Knowledge, Leadership, Learning, Logic, Love, Loyalty, Money, Positive thinking

Privacy, Problem solving,  Professionalism, Quality, Recognition, Relationships

Service, Spirituality, Success, Teamwork, Truth, Trust, Wealth, Wisdom

Take a moment to list your values. Include the finished list within your website. I have known customers to decide on a particular supplier, as they displayed their values in this way.  Incidentally, the above list of values comes from The Marketing Compass Manual.