Email marketing is arguably the most personalised form of marketing. At a time when your target audience is inundated with online ads and other outreach activities of brands and businesses, email marketing can provide the differentiated touch.
But despite the documented success of others, they don’t guarantee yours. You’ll need a strategy unique to your needs to make it work. We’ve outlined in this post the pillars of an email marketing strategy that can drive growth. They’re often overlooked or paid scant attention. If you get them right, you’ll be well on your way to email marketing success.
1. Identify and clarify your goals
It’s easy to jump onto the email marketing bandwagon, but do not expect to reap the rewards if you’re unclear of your goals. Given the highly personalised nature of email marketing, without a clear agenda, you’re at risk of confusing your target audience. This might have negative consequences on their perceptions of your brand.
2. Offer good content
If you assume your email outreach effort will not be opened or trashed, chances are you’ll pay more attention to the quality of the content that accompanies it. By 2021, 320 billion emails will be sent daily (1). To gain your target audience’s attention, invest in good content, as this will increase the perceived value of your brand.
3. The right platform makes email marketing a breeze
Aside from budgetary considerations, choose a platform that’s easy to manage and leaves a good impression on your target audience. Today, marketers have a wide array of platforms to choose from to suit their needs. Your marketing agency, if you have one, should be able to recommend the most appropriate platform for you.
4. Observe the rules of the game
Email marketing isn’t a blank cheque to invade the inbox of your target audience. Although most people expect to receive some form of email marketing communication, it doesn’t mean they accept it. It’s for this reason that there are legislations governing the use of it. Observe them appropriately.
Ready to drive growth with email marketing? Connect here.
With eight in ten people logging on daily, social media is a vital part of any business strategy. And it’s easy to understand why. Social media is an efficient and effective way to reach customers who love your brand and introduce new customers to your business. By following these simple tips, you’ll enter new markets, create brand awareness and increase sales.
#1 Develop a social strategy
As organic posts on social media are free, it can be tempting to post as much as possible. However, as with any business, it’s essential to have a plan. If not, there’s no way to track your results. Your strategy should include:
• Clear objectives and goals
• Examine your competitors
• Evaluate current social media efforts, and;
• Create a social media schedule (i.e. what to post and when)
#2 Choose the right platforms
When developing your strategy, ensure you conduct research into where your customers spend most of their time online. Although it’s being widely reported that millennials are shunning Facebook, for instance, research is showing that 84% of this age group still uses the platform almost daily. So, conduct an audit to discover the platforms your audience prefers. This ensures you’re getting the most out of your social media efforts.
#3 Build relationships
Your audience should be the centre of your marketing strategy. Before creating your social media pages, identify which demographic(s) you want to reach. Which socioeconomic group are they in? How old are they? What are their interests? Once you can answer questions like these, you can create a targeted online marketing strategy for this audience.
#4 Accept feedback
Positive or negative, reviews are a valuable way to gain exposure online. This engagement gives you the chance to respond to customer feedback and concerns in a timely fashion. Swift, detailed responses also allow you to establish credibility and trust with your audience. And, it will make your customers more likely to recommend your products/services to friends and family.
#5 Opt for quality over quantity
From blogs, to Instagram Stories, Twitter Moments and more, there’s a wide range of social media marketing techniques to choose from. However, not all of these will suit every business. To effectively reach your audience, research what the content they search for and what your competitors are doing. The correct content mix will entice your audience to return and broaden your customer base.
For more advice on creating your social media marketing strategy, call or email the Capstone Marketing team today.
One of the most effective digital marketing strategies businesses have deployed in the last 5 years is inbound marketing. At a time when people are growing weary of sales tactics, inbound marketing provides businesses with an alternative to wow and woo. As such, it’s an opportunity for businesses to convey their authority and credibility.
However, like every marketing strategy, it has to be worked on. After all, inbound marketing isn’t a magic wand. There are marketing levers you’ll need to push up or down accordingly to achieve the desired results. Knowing which to look at and adjust will be important.
In this post, we’ll focus on your website analytics for guidance to measure the contribution of your inbound marketing to business growth.
1. Source of traffic
Essentially, knowing your sources of traffic answers the question “where are your visitors coming from?” Broadly, there are two main sources you’ll need to look at, namely, direct traffic and organic traffic. The former refers to visitors who landed on your website directly; the latter through links they discovered. It also pays to keep an eye on social media and email marketing if they form part of your inbound strategy.
This isn’t a feel-good metric. It can reveal the level of engagement visitors with your business, your website, as well as the content you have put out. If the sessions are extremely short, it’ll alert you to potential issues in the user experience. It makes sense for you to address any issues promptly to improve the effectiveness of your inbound marketing.
3. Conversion rate
This refers to the conversion rate of your landing pages. Obviously, you’ll be looking at the highest number possible. But an effective conversion rate is above 2%. When someone fills out a form or shares their contact details associated with your landing pages, they will add to that conversion rate. They are regarded as a marketing qualified lead.
Is your inbound marketing contributing to the growth of your prospect or customer database? Keeping a close eye on the growth of your contact database is important when it comes to converting leads into customers, and making sure you follow-up with leads at varying stages of the marketing funnel will ensure you can capitalise on your inbound sales enquiries.
Are you looking to start an inbound marketing campaign? Get in touch with us for a free consultation.
Outsourcing your marketing can be one of the most transformative things you could do for your small or growing business.
The value you get from having a holistic and integrated marketing team available to scale up or down based on business conditions, and which knows the best ways to help support your growth, is very worthwhile compared to fixed in-house resources.
If you’re wondering if it is time to get in touch with a marketing agency, here are some of the ways they could help:
Knowing where to start with marketing can be really tough, and knowing which types of marketing to invest in can be even tougher, especially if you want to market across digital and traditional channels.
There are different outsource marketing options available as your business grows, so you can get the best strategy for your business at every stage of the journey.
So if you are in a position where you know you need to ramp up your marketing efforts, but don’t know where to start, outsourcing is a great option for you.
Different social media platforms require different types of content, but each has its place in a well-integrated marketing strategy.
Similarly, having a website that drives people to learn more about who you are, and ultimately to buy your product or service, and making sure that the website is being seen, is a critical element of creating an impactful digital presence.
Things like email marketing and Google Adwords marketing can help support that. A marketing agency can consider each of these elements carefully, and figure out a strategy that will work best for you and your goals.
Instead of hiring an in-house team of marketers, outsourcing gives you the opportunity to have a whole team at your disposal, which means a larger range of specialists who can use their expertise to move your business forward. This is easily the biggest benefit of outsource marketing.
At Capstone Marketing, we become part of your team and work with you to figure out your business’ direction and growth strategy. We specialise in digital and traditional marketing and take both into account when developing your marketing strategy to provide you with the very best solution. Contact us here
If you think a brand name or logo makes for a branding strategy, re-think. It’s a misconception small business have of a branding strategy. Your brand name or logo are brand touch points. Their role is to communicate the branding strategy. So, what’s in a branding strategy?
1. Why your business exists
What matters more to your target audience is the reason the business exists for them. In other words, how your business transforms their lives for the better. You’ll need to be clear of this before you build the other pillars of your branding strategy.
2. What matters to your business
Every business needs to make money to survive and thrive. But beyond this hygiene quality, what else matters to your business? This group of factors are often referred to as your brand values. So, whilst making money is important, you will not compromise things like integrity, bringing a smile to everyone or protecting the environment. They are values you want your brand to be associated with.
Try our free 10 step marketing template here
3. How would you personify your brand?
It’s the most fun part of building a branding strategy but also the trickiest. A brand is a living, breathing entity, just like human beings. Hence, it must be relatable at that level. To this end, it needs to have a personality, like every human being. Is your brand young and witty or mature and stable? Maybe it is aggressive or a go-getter. Your brand’s personality will dictate how you will appear to the public – in other words, your communication tone and style.
4. So, what does your brand do well?
In marketing language, this is labelled as brand positioning. Think of every person (and so brand) you know well. They’re probably known to you for a specific quality – Helen, the chatterbox; Joe, the funny guy. It’s not about being different or better. More importantly, it’s because your brand does what it does well. Perhaps not for everyone, but for a specific group of people – your target audience. After all, Joe may not be funny to everyone.
Are you ready to build your branding strategy? Contact us here.
At Capstone Marketing we often get asked, “What should my marketing plan look like?” Whether we coach our clients or develop their marketing plan for them, we try to keep it pretty simple. Unlike Colonel Sanders, there’s no secret sauce.
A good marketing plan is a guide for successfully promoting and growing your business. It will help you answer key questions about your business:
For more information, check our our guide: How to write a great vision and mission statement
What to know more about Google adwords? Read our blog: SEM 101: What is Google Adwords
Thanks to the influx of home renovation shows on our screens we’re all very familiar with the top three selling points when it comes to putting your property on the market. Put simply, it’s all about location, location, location.
If you’re running your own business, the equivalent ‘catch cry’ for marketing your business is position, position, position…or put more succinctly ‘positioning’.
Positioning means establishing a unique position in the market that helps you stand out from your competitors.
Do you know what your business is ‘known’ for?
If you don’t, a good way to find out is to ask your customers what you are known for and why they choose to use you instead of your competitors. Even if you do know, it won’t hurt to ask your customers to confirm you are on the right track.
How to clarify your competitive advantage:
If you’d like help to identify your positioning contact us today on 0408 689 958 or firstname.lastname@example.org
We’re all guilty from time to time of “working in the business, not on the business,” but the start of a new year is a great time to break out of the shackles and focus on your Business Model and Strategic Marketing Plan.
Small business owners often get stuck in the here and now and don’t take the time out to look to the future and focus on longer term goals, anchoring their marketing plan to business strategy.
I’m not just talking about day to day marketing and sales tactics like building a new website or increasing sales but a strategic plan outlining where your business is heading, why you’re going in that direction and the topline actions you need to take to accomplish it.
Your strategic plan needs to address the big three questions every business, large or small, should be able to answer:
Looking for a little more inspiration? Check out my guide: How to write a great vision and mission statement.
What should a good strategic marketing plan address?
Like all good chefs, here’s a little something we prepared earlier: 10 Step Marketing Template For Small Business
Do you know what your business is ‘known’ for?
Positioning means establishing a unique position in the market that helps you stand out from your competitors. Read my blog: Positioning your business for success.
Get started today
By addressing these issues and getting your whole team on board you will improve the effectiveness of your marketing, present a unified brand to the marketplace and, importantly, provide a reason for the market to buy from you.
Take the time now to define you strategy and direction. If you need help, the team at Capstone Marketing can walk you through these steps.
Mick Donohoe is the founder and Managing Director of Capstone Marketing, a Wollongong-based full service marketing agency.
When you are starting your business or improving it, writing a vision and mission statement is an important consideration. It is your vision and mission that should drive everything your business does from its people to products and processes.
A vision statement is aspirational, something you want to become or to achieve, and it should be an enviable image of an ideal future.
While your mission statement explains the purpose of your organisation – why you exist. In other words… what you do best every day.
Together, they should clearly and concisely convey the direction of your organisation.
Take a moment to look at the vision and mission statements below from some of the world’s leading brands,
Vision statement examples
Mission statement examples
You’ll notice both Nike and Starbucks mission statements are powerful and focus on providing inspiration for their target markets.
Now, it’s time to create your vision and mission statement
Before creating your vision and mission, ask yourself these questions:
Remember, your vision should be presented as a compelling picture of an ideal end result.
When writing your mission statement, use motivating words, don’t be boring. Be clear about your passion for why you run your business and make sure you are inspiring with your words. Keep it short but powerful and make sure it captures your business goals and philosophies.
If you have a mission statement that sounds like a boring speech, then get rid of it and start fresh. It should be audacious, a stretch, slightly unreasonable – but still possible.
When your employees all get behind and adopt your vision and mission great things can happen.
Now it’s your turn. Write your vision and mission statements using the information above to explain how your company will make a difference. Bring your passions and values to life.