We are living in times of thin resources, both in terms of time and money. It’s not always possible to have the team of marketing and PR professionals inhouse that you might prefer. So how, with limited resources, can you get better at marketing your company and improve your results?
Here is a guerilla-style guide to getting your marketing in better shape.
1. “My website isn’t performing well on the search engines” This is a common problem with many companies. The ranking of websites on the search engines is now an increasingly professional activity. It needs experts. Call in the experts (you can start with me if you like) and get your site reviewed for Search Engine Optimisation (SEO) purposes. This will include a study of the way the website code is written, how the site is structured, the copywriting and design of the site. After this, there will need to be a study of the links to the site from other sites and a plan for how to improve the number of links. This is called Linkbuilding. For more information on this topic, please visit my blog post Planning Search Engine Optimisation from Scratch.
2. “I’m not standing out from my competitors” It’s probably your branding. You may need some work on your branding to help it stand out from the competition. Branding is much more than just the development of your logo, it’s about the essence of who you are as a company. The colours, style and images used for your branding are really only a reflection of a deeper projection of your brand values. This does not mean throwing a bunch of ten pound notes at a wall to see what sticks with an expensive advertising agency, but it does mean developing a coherent approach to explaining who you are and reflecting this in your marketing.
3. “Our competitors seem to be everywhere” That’s probably because their PR and understanding of SEO is better. It’s important to develop an ongoing PR strategy that issues news on a regular basis. Trade press PR should be a monthly activity. Digital PR on websites and blog sites should be a weekly or biweekly activity. Social media (Twitter, LinkedIn) should be a daily activity. Sound a lot? Yes, it is quite a lot of work, but it will certainly help you get new customers.
4. “We need more customers” SEO should help significantly in this area. However, when you are trying to sell business to business services, sales activity is very important. There is absolutely no substitute for metaphorically ‘knocking on doors’, whether this means spending time at the right industry events, responding to online debates, phoning up regular customers and contacts or sending very personalised emails.
5. “Sales are so Patchy” That’s probably because like many companies, sales and marketing are not ongoing activities, but dipped into when business is quiet. Then -bingo! – it all comes at one time. Then goes quiet again. End your own personal cycle of boom and bust and give someone the role of seeking new customers on a weekly basis. Measure their output and performance and give them lots of support and encouragement. Make sure they are searching in different parts of the market and assess which areas are performing best.
It might be tough out there, but there’s no reason to let your competitors steal a march in these easy-to-fix areas. Good luck and feel free to ask any questions on the suggestions raised.