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websites Archives - Syneka Marketing

Start by asking the right questions

By | Advice, Advice for Businesses | No Comments

Asking the right questions is paramount to business success, and in being able to deliver tangible marketing outcomes. Quite simply, if you fail to ask the right questions you are never going to get the right answers.

This is why an execution led approach to marketing often fails to deliver a substantive impact. Rather than asking questions that relate to business goals; such as how do I improve customer acquisition or retention; the attention turns to shallow indicators that give little in the way of tangible outcomes.

Often repeated examples include measuring website visitations, social media likes or the issuing of media statements, or event attendees, as the end goal. You need to dig deeper beyond these metrics to identify the outcomes that will have a potential impact on your business:

  • Website visitations need to be targeted to ensure you reach potential target markets.
  • Social media likes only have merit if there is engagement with relevant stakeholders.
  • Media statements are only useful if they gain coverage.
  • Event attendees need to be able to commit to your call to action.

While websites clearly need visitors to identify targeted traffic, social media likes are often the precursor to engagement, media releases need to be issued to gain traction, and events need attendees, it is their impact that should be measured and evaluated.

Of course, many potential customers will need more than one touch point to commit to your products and services, so you need to identify the overall experience that is required.

Knowing what to measure and the desired impact on your business is why marketing needs to be led through strategy. Ask what marketing outcomes are needed to achieve your business goals, rather than looking immediately at tactics. Understand the decision making processes of your customers and your competitive pressures, use these insights to identify how to cut through with an approach that resonates with your target markets.

Following this enables you to explore strategies that will build the capacity of your business, resulting in marketing activities that actually delivers tangible value.

Ultimately, asking the right questions is the first step to aligning marketing outcomes with your business goals.

Deliver Results through Marketing Implementation

By | Advice, Advice for Businesses, Government, News | No Comments

Marketing implementation is the ongoing execution of your marketing activities. This phase should only be undertaken once you have completed your marketing plan, as this will identify what types of marketing will be most effective for your business.

The first stage when executing any marketing activities, is the development of an implementation schedule.

Develop a schedule of when tasks need to be completed and work backwards to identify when they should commence. Identify which activities are dependent on others, so that tasks are able to be completed as required. For example, a brand and visual identity will be required before developing brochures or a website. Developing a brochure without a brand will result in diminished outcomes.

Marketing implementation can take many forms and ultimately depends on your products or services, your target markets and your available resources. Branding, logos, media engagement, websites, business development and the sales process are all aspects that should be considered as part of marketing implementation. Each of these marketing tools will influence purchase decisions and your target markets, so your marketing plan should be used as a guide to ensure consistency and relevancy.

The marketing methodology includes the key phases of your marketing activities. The marketing methodology includes the key phases of your marketing activities.

Marketing implementation will often require the ability to work on multiple tasks simultaneously. Some tasks, such as attending networking events or workshop sessions, may be ongoing and you will need to manage these activities while working on other items.

Most of the identified marketing activities should be interconnected, so you can develop a consistent approach and leverage each outcome. Interconnectedness will strengthen your overall marketing messages, since each activity should reinforce the value proposition you identified in your marketing plan. Ensuring a consistent approach you enable you to develop a narrative that clearly articulates your value proposition and the outcomes you provide.

Your marketing plan will also assist in being able to measure results. Consider the purpose of each marketing activity, who it is that you want to reach, how you will reach them and what outcomes you are anticipating. All forms of marketing can be measured, including offline methods. Consider the use of tracking codes, or specific telephone numbers to measure the effectiveness of brochures and leaflets.  Also remember that often a customer will require a number of contact points before responding, gain an understanding of which tools and messages resonated with them.

A strategic approach to marketing implementation, through the marketing planning process, prevents a hit or miss approach to marketing. Ultimately this saves you money and time because you have a clear understanding of what is required to achieve your business goals.

Marketing should not be viewed as a do-it-yourself exercise

By | Advice for Businesses, Advice for Not-for-profit Organisations and Charities, News | No Comments

Every business needs marketing. Whether you are a large corporate, small business or start-up, the right marketing can help you to achieve your goals.

Our biggest competitor in the small and medium business space is not other marketing agencies, but rather, business owners who undertake do-it-yourself marketing.

Marketing should not be viewed as a hit-or-miss exercise

Marketing should not be viewed as a hit-or-miss exercise

Marketing is a professional service. If business owners applied a do-it-yourself mentality when undertaking finance or writing a legal contract, they would encounter problems.

More often than not, from our experience, do-it-yourself marketing, tends to involve guesswork on the part of the business owner.

The reason we believe that many business owners undertake their own marketing is that many marketing tools such as, social media and websites are easy to access and can be done at low cost.

There is also the mentality that marketing is a hit-or-miss exercise.

As a strategic marketing agency we develop marketing strategies that can take away the guesswork from deciding which marketing tools are best for your business. This not only save business owners time and money, but ensures they have the assurances that the marketing tools they use will help them grow their business.

Our marketing strategies are developed in consultation with the business owner during this process to ensure that their concerns, expertise and goals are met when developing the final marketing plan.

With three quarters of businesses failing within the first five years, having a marketing strategy may mean the difference between success and failure. If you are a small or new business, don’t leave your marketing to chance. A professional marketing strategy will enable you to achieve your goals.

The co-dependence between Marketing and IT

By | Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities | 2 Comments

Marketing and Information Technology are often seen as disparate functions with little overlap. In reality, however, both are required for any organisation or business to operate successfully. As a result there is an increasing co-dependence between both of these areas.

Marketing requires valid information so you can make the right assumptions and create strategies that deliver positive results. IT, through websites, customer relationship management (CRM) systems and point of sale data collection, provides the ability to capture data and to analyse this information to deliver insights.

As an example, websites have traditionally been seen as an IT exercise, with little consideration of usability and end user interaction. Undertaking this approach, means that your website will not take into consideration the needs of your target customers and will diminish the ability to achieve sales or inquiries.

A marketing approach, utilities available technology to deliver outcomes that support the goals and direction of your business. Through a marketing approach, a website would be developed from understanding the needs it would fulfill, including an an assessment of your target customers and how they interact with your business. The website appearance and functionality would support this interaction, so that it can guide visitors to achieve the goals you have for your site. Furthermore, a marketing approach would ensure that your website adapts the existing style and identity you have for your business, to ensure a consistent appearance and level of interaction.

Similarly, CRM systems help maintain contact with customers and store relevant information about them, your products and transaction history. While the storage of information is an IT exercise, marketing involves the use of this information to deliver insights that will achieve your business objectives. A marketing perspective would utilize this data to identify customers that require more frequent contact, or may be suitable for additional purchases.

If you do not have a CRM, then you would have the challenge of collating information and storing data in a centralized location. This results in inefficiency and makes it harder to analyse data to gain insights, such as frequency, variations between customers and even basic contact details.

For many businesses, marketing and information technology is not a core focus. Investing in marketing and information technology enables you to scale your business and to build capacity to facilitate growth.

The collaboration between marketing and information technology is only going to increase into the future. It is important to have the right systems in place to support your marketing initiatives.

Let’s give marketing a definition

By | Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government, News, Presentations | No Comments

As we’ve discussed previously, one of the fundamental challenges with marketing is the lack of definition. There is a need to define marketing so it can provide a clearly articulated role within businesses and not-for-profit organisations.

Unfortunately the term marketing has been hijacked by service providers that do not provide a holistic approach. Individual components, like graphic design, logos, social media, telesales and websites do not deliver marketing.

These are individual elements that can become a form of marketing, if there is a strategic plan that integrates key messages, appearance and calls to action.

Neglecting to develop a strategic marketing plan will result in a hit or miss approach with marketing. While, some of it may work, there will be diminished outcomes, due to the lack of a cohesive approach.

We’re aiming to redefine marketing so its strategic merits are understood and appreciated. This is why we’ve introducing a series of eBooks, with our first topic exploring the definition and role of marketing.

What is Marketing?‘ explores the elements of marketing and discusses how these combine into a cohesive strategy. The eBook includes worksheet based questions to develop a practical application of the key concepts.

We are offering ‘What is Marketing?‘ as a free resource to help guide the discussion and definition of marketing, and prevent the hit and miss approach that we see far too often in businesses and not-for-profit organisations.

We will be releasing further eBooks identifying specific areas of marketing, that we believe need clarification and support. We are happy to take your suggestions on topic you would like covered. Email us at alex@synekamarketing.com.au and let us know your thoughts.

‘What is Marketing?’ is a free eBook available for downloading from our eBook Portal.

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Eastern Volunteers

Training Workshop – Online Marketing and Social Media

By | Advice, Advice for Not-for-profit Organisations and Charities | No Comments

This morning I hosted an online marketing workshop in partnership with Eastern Volunteers, providing advice on using online forms of marketing for not-for-profit organisations.

The workshop covered the theory and practical elements of online marketing, discussing the fundamentals for successful engagement, while guiding participants through the use of several tools, including Facebook, Twitter and HootSuite.

Websites, and social marketing tools, need to be considered as a form of marketing. Organisations need to understand who they want to reach and why. Unfortunately many organisations jump into social media, without a marketing strategy that considers how their online presence supports their brand.

Websites need to be maintained and kept up-to-date to show that your organisation is relevant. Similarly a social media presence with very little activity, will provide a detrimental effect and will fail to encourage wider engagement. Integrating social media tools with a website can assist in reducing the time required to add content, meaning there is more time to curate and foster communities.

Furthermore, it is important that organisations have robust media and communication policies that incorporate the usage of social media. These policies should be readily available, so that all stakeholders are aware of what is considered as acceptable use for social media. Organisations should attempt to engage people with negative comments and resolve difficulties offline, while offensive items should be removed immediately.

Online marketing, supported by the effective use social media, has the potential to increase the reach of an organisation, but it needs to be supported with the right strategies.

Thank you to the participants who attended the workshop and for discussing your online marketing needs.