What to expect when you outsource marketing

As a business soars higher, the work of the business owner or founder piles up. There’s always something more urgent or important to attend to. This may result in either neglecting or spending little time on critical business functions, for example, marketing. One of the consequences of this is the lack of consistency in the effort. It’ll be evident in the results too.

Although it is ideal to have salaried marketing personnel in the business, it can be costly for a small business. For this reason, small businesses should consider outsourcing their marketing function. We’ll examine some of the advantages of doing this here.

1. Consistency

This should be a pretty obvious benefit. When a dedicated person or team is overseeing your marketing function, they become the gatekeeper of everything the business communicates to the market place. Hence, they have the responsibility to ensure there is consistency in all things said and done.

2. Reach further

With marketing technology, boundaries have been smashed in a business’ effort to reach further and wider. You’ll only be limited by the appropriateness of potential segments in your defined target audience. However, expansionary marketing efforts have to be carefully implemented. It requires constant nurturing and monitoring. Outsourced marketing personnel can take on this responsibility and be easily evaluated accordingly as well.

3. Be up-to-date

Change is the only certainty in marketing. New technologies, strategies and tactics are emerging as you read this post. Trying to apply the next best thing can be exhaustive with little to show for. Not applying them, on the other hand, may leave you with many what-if questions. A responsibility you can assign to outsource marketing help is to advise the business on relevant new marketing ideas that can take the business forward. It can help you to stay ahead of the marketing game.

4. Lower overhead costs

We haven’t left this to last because it’s not important. It is! But we wanted to draw your attention to the above benefits that are rarely discussed.

To find out more about our outsource marketing services, connect here.

How to differentiate your brand in a competitive market

The explosion in social and digital marketing activities has empowered more businesses to reach out far and wide. In the B2B space, for example, businesses can source products and services beyond their geographical boundaries. Signing up to a new marketing automation platform is also as easy as a tap-and-swipe.

You can choose to see this explosion as a boon or bane. Whichever perspective you take, the reality is Internet of Things has changed the way we do business.

Indeed, it’s grown more challenging to convert and retain customers. Having said that, some fundamentals about doing business haven’t changed.

One of them is having a differentiated branding strategy. In this post, we’ll discuss how you can create a differentiated branding strategy to compete effectively.

1. Are you filling a gap?

If you are, you’re off to a good start in creating a differentiated branding strategy. Avoid being a ‘me-too’ company as best as you can. It’s tempting to plant a stake in a lucrative market, but unfortunately, you risk playing catch up most of the time, especially if the pioneer brand is in a strong leadership position.

2. A great story sells

Everyone loves a great story. Whether you are a legal or management consulting firm, your brand has a story to be told. In your story are ideals and values your target market can identify with. But unless this is communicated correctly, it will not reach the ears of your target audience. However, how a brand’s story is communicated will differ based on your sector and audience. If you’re a legal firm, perhaps a series of publications or podcasts would suit your company best?

3. Keep abreast of developments and trends in the market

Today, the lifespan of a marketing strategy is short. The playing fields are levelled pretty quickly. In the age of agile marketing, you’ll need to respond to changes promptly. A differentiated branding strategy is one that is always ahead of the curve, and this is possible if you take cognizance of what matters to your target audience.

To learn more about branding strategy, contact us at Capstone Marketing today.

How to improve the open rate of your emails

Your target audience is listed in ten, if not more, databases. Apart from work-related emails, they’re likely to receive emails from brands and businesses across a spectrum of products and services. After all, email marketing is in everyone’s marketing playbook. It’s time you consider it too.

But you’re probably wondering, with the sea of emails floating around, will yours be read? How do you stop your email ending up in the junk folder? What’s the probability of yours being read and not kept for later or not read at all? These are pertinent questions. We’ll address them in the list of tips below.

1. Test for the best headline

Newspaper editors pay a lot of attention to the front-page headlines. It’s the magnet that draws potential buyers and readers to it. In emails, your subject headlines play a similar function. It’s the key that unlocks your target audience’s interest in your email.

Over time, you might get it right at the first attempt. Even if you can, it never hurts to write and test several email subject headlines. The headlines should always capture the benefits of your offering. Keep it succinct and compelling.

2. Best time of the day

In the interest of productivity, more people are allocating specific times of the week and day to open emails. Knowing when this happens is important. The chance of your email being opened is likely to increase. Over time, if the quality of your email content is worthy of your prospects’ or customers’ time, they’ll learn to anticipate it. When that happens, it’s a clear sign you’ve won their trust. That’s a significant step before the ‘sell’ can happen.

3. Segment your list

It’s really annoying, isn’t it, when you receive emails containing information of irrelevance to you? At a time when personalisation is big, there are businesses guilty of this oversight. Segment your list! An effective customer database is insightful. It is supposed to contain details of your target audience’s interests and preferences.

Ready to launch your email marketing campaign? Contact us for a strategy session.