30th January 2015

Get more from marketing: go back to basics and do the simple things well

With January comes New Year’s resolutions… and this year, we suggest that you shun the trend and go back to principles instead.

The problem? Too many people are over complicating their marketing approach. As a result, businesses that are new to marketing bury their heads in the sand and the rest get lost in a sea of jargon as they try to understand the latest ‘must have’. The issue is, people dive in head first because everyone else is doing it, not pausing to consider whether it’s relevant. But, it doesn’t have to be this complicated. If you don’t get it, your customers certainly won’t.

The solution? Simplify. We’re great advocates of stripping away unnecessary systems, processes and tools in favour of a streamlined, targeted approach whereby businesses nail the simple things before carefully broadening their scope when they are ready.

Do the simple things well and the rest will follow:

1) Craft a plan
Marketing plans don’t have to be complicated. They may sound scary, but in reality all they are a roadmap to success, not jargon filled bibles of brain busting detail. Step 1, build a simple plan.
This should include details such as deadlines, roles, resources and goals but fundamentally it should layout the answers to 4 questions:
– who are your audiences?
– what do you need to communicate?
– what channels will you use to reach audiences?
– how will you measure success?

2) Turn plans into action
So you’ve created a simple plan, but now it’s time to execute. Think of the best methods of engaging your audience and choose the appropriate channels. If you’re selling insurance you won’t find much value in uploading photos to Pinterest, nor if you’re selling ice cream cones will segmented e-marketing be worth your time. Try to support your campaign with multiple channels but don’t overcomplicate it with too many.

Some of our favourites:
– MailChimp for user-friendly e-marketing
– Twitter for broadcasting messages and engaging with audiences
– LinkedIn for sharing and discussing thought leadership with a business audience
– Vimeo for hosting great digital video
– Adwords for search engine focused advertising
– Clever use of print delivered straight to people’s hands

All leading back to your website as your powerful online presence that will make people want to pick up the phone.


3) Measure the result
Marketing campaigns are worthless without some measurement. How can you measure success is you don’t establish measurable KPIs? Try to include a mix of qualitative and quantitative measures for the richest conclusions. Once gathered, build a simple dashboard of metrics, which can be shared and compared monthly to review progress.

– social: how many interactions have your posts had? who has been engaging? when have they been engaging? which content does best?
– email: how many opens did you get? when were they opened? what links were clicked? who clicked when and how many times?
– experiential: how many people interacted? what were their comments? how long did they stop for? how did they rate the experience?
– advertising: how many impressions did the ad get? how many people clicked? how long did people stay once they clicked?
– content: how many downloads did the piece get? how many people visited the page? what did they think of the content on follow up?
– inbound enquiries: how many new enquiries did you receive? how many turned into proposals? how many contracts were won?

This process is cyclical not linear

It should be conducted, reviewed, adjusted and repeated. The aim, get good at the simple things, recognise improving results with every run, adjust where necessary and never overcomplicate. Do these things and the results will follow!

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Rebecca Battman

Managing Director

Rebecca is the founder and Managing Director of rbl. An experienced brand and marketing professional, Rebecca has spent over 30 years helping clients to build, design and manage their brands.

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