In my opinion what sets good marketing apart from “bad marketing” is getting the basics right. By this I mean having actionable data on customers and the market that dictates the direction of a company’s marketing.
Marketing is not just about the big campaigns, flashy new technology and large budgets. In fact, it is quite the opposite. In my opinion, successful marketing is made up of hundreds of small components that work together to achieve a goal. Essentially, I believe it is about having an eye for detail and ensuring everything is being used to its full potential.
One of the most tried and tested tools in the brand manager’s box of tricks is to associate their product or service with another in order to benefit from the 3rd party’s existing positive branding.
There are some fantastic SEO agencies out there, in fact the first one I ever worked with win my early 20’s felt like part of the company and was so responsive and high quality I got a little spoilt and just presumed everyone was like that. The reality is they aren’t.
Word of mouth is arguably the most powerful weapon in any small businesses marketing arsenal. A recommendation from a friend, colleague or expert will often tip the balance for a perspective customer, and is more effective than any advert ever could be.
If I am going to spend a significant amount of money for an on going service that is essential for my business, I like to get the feeling there are real people behind that service. This especially true if I am not dealing with an established brand.
At Heart Internet we’ve been running an extended trail of a remarketing service and the results so far have been very impressive. I was a little sceptical at first, thanks mainly to some poor implementation by other companies that stalked me around the internet after just looking at their home page.
I am a massive fan of the advertising network www.buysellads.com and have used it extensively over the past couple of years. The CTR and conversion rates are amongst the highest I’ve seen for display advertising and I can only see me using them more as time goes on.