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Marketing Tactics

Marketing In A Diverse Culture

Dale Hefer, founder of the Chillibush group, shares advice from her new book “From Witblits to Vuvuzelas – A Guide to Marketing in the New South Africa” with Entrepreneur.

Monique Verduyn

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MarketingInDiverseCulture

When should you embark on a marketing campaign?

A company should be marketing when there is either an opportunity or a challenge – which means all the time. An opportunity may be a new market or product. A challenge may be a new competitor. Marketing need not be a multimillion rand campaign, but could be as small as a direct mail drive or branded vehicle.  A marketing culture should be pervasive throughout the organisation – from the way the receptionist answers the phone to the way sales people do cold calls.

What is your advice to executives who don’t have big budgets?

Think out of the box. When I started Chillibush I used those small tin buckets, filled them with chillies, put personalised notes on them and dropped them off at key potential clients.  Also, make sure you really know who you are talking to and be certain that you understand these people. Segmenting your target market and talking to it appropriately will reduce wastage of marketing spend in the long run.

How do you set marketing objectives?

They are the “to do’s” which you want to achieve. Keep them simple and measureable. Establish a benchmark when you set your objectives so you have something to measure against.  Make the objectives challenging but realistic. I aimed to have my first employee within six months; a friend of mine who started his business at the same time was convinced he would have a team of ten within four – his business didn’t make it. Include some fun goals.

How much should you spend on your marketing?

You can ask your agency to tell you how much it would cost to achieve the objectives. Or you can allocate a percentage of turnover to marketing. This may vary from 3% to 6% depending on the product.  The problem is that in tough times when turnover is down, marketing is also forced to cut back when it’s needed the most. Another way is to apply an inflationary increase to existing budgets, year-on-year.

How do you identify your target market?

Start by breaking your target market down according to Living Standards Measures, but don’t use LSM in isolation because it has flaws. Look at gender, location, education level, lifestyle and literacy too, for example. I strongly recommend not dividing your market according to race as our society is changing and we are inclined to apply our prejudices when we talk to one race or another.

What information should be included in a marketing brief?

The single most important piece of information for the creative brief is to identify the unique selling proposition (USP).
Is there something that your organisation does that is unique to you? I am talking about cheapest, fastest, biggest, smallest. If there truly is no differentiator, you need to sit with your creative team to find other ways of establishing your offering.

  • Title: From Witblits to Vuvuzelas
  • Author: Dale Hefer
  • Publisher: Oshun Books

Monique Verduyn is a freelance writer. She has more than 12 years’ experience in writing for the corporate, SME, IT and entertainment sectors, and has interviewed many of South Africa’s most prominent business leaders and thinkers. Find her on Google+.

Marketing Tactics

Gen Z Is Coming! Are You Ready?

How do you market your company to this generation?

Stuart Scanlon

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According to the CNBC, about 61 000 Gen Zers are on the verge of entering the workforce and consumer market in the US alone.

They are digital natives; they have grown up in a world of vines, txts (yes, we know) and internet. Their attention span is shorter than ever, they are more connected than any other generation, and they are brilliant multitaskers. Gen Z is a more tolerant generation but also more cautious; studies have found less risk-taking amongst this group and an increase in thoughtfulness and questioning authority.

So, on the one side of this coin, how do you market your company to this generation?

1. By being transparent

Be upfront about your business, what you’re doing and how you’re doing it. They have lost faith in corporations. Thus, you must stop relying on and hiding behind small print. Yes, you need terms and conditions to protect your company, but when it looks like a miracle weight-loss advert of the 80s (“Eat anything you want just take this pill. Ts&Cs apply.”), you’ll lose customers.

Related: Investing in Young Entrepreneurs

Gen Z consumers want to see you are real; they don’t want models or celebrities but regular people who can assist them in a manner that speaks to them. And they will hold your business is socially accountable. Instead of producing millions of T-shirts at the cheapest possible price, they want local, equality and free-trade, and they want to know what businesses are doing for the environment and society.

Gen Z won’t accept your claims at your word; they want to see evidence in your company culture.

2. By offering options

A jewellery purchasing study has found that most Gen Zers don’t have a preferred shopping platform. What this means is your messaging, availability and culture need to be spread evenly across all contact points – sales, call centres, website and digital advertising. In fact, many Gen Z consumers rely on mixing their contact points.

That being said, they want immediate action. If they see something they want online, they will go to the shop just to have the item right now. More than immediacy, they also want custom-made or made-to-order products and services. They shy away from traditional made-to-stock methods, which creates plenty of room in the production industry.

3. By being forward thinking

We have to always remember what was mind-blowing inventions to other generations are the norm for Gen Zers. They hold brands and businesses to high expectations, and instead of being loyal to brands, expect brands to be loyal to them. As Gen Z is more focused on individuality, they are also proving to be a generation with a high entrepreneurial output. All this shows that they don’t want the norm; they don’t crave what’s new today, they want tomorrow, sustainability and innovation, and they want it now.

On the other side of the coin, how do you attract this generation to work at your company? In much the same way.

1. By being transparent

As much as you are hiring them based on what they bring to the table, so too are they looking at what you can afford them. But, they don’t just want to hear you tell them about the benefits, they want to see it – and they are not after just money. Gen Zers want to be financially secure, but also one that is fulfilling; one where they find purpose in their jobs and company.

2. By offering options

Gen Z employees don’t want to work eight to five, they don’t want to be chained to a desk, and they don’t want to be micro-managed. Give them flexibility on how they want to conduct their work and how they can communicate with their colleagues. Create an understanding workspace for their needs and help them improve their skills – for instance, it’s been reported that a stumbling block for Gen Zers is communication. Growing up with emojis and text messages make face-to-face conversations, business calls and writing emails difficult for them.

Gen Z employees want to work hard and grow their skills. Even though they’re growing up in a super-paced society, they want to climb the corporate ranks at the given speed. What they crave, with urgency, is gaining value from their jobs.

Related: The Z Generation

3. By being forward thinking

They are lateral thinkers, and their creativity is not just outside the box but has broken the box completely. Gen Z is incredibly tech-savvy, and they will challenge the systems and procedures you have in place if these are not providing the needed speed and data required. Thus, they crave to work in an environment where they can push boundaries and ultimately help the company move forward. Hiring from the Gen Z pool can provide you with innovative insights into your business that can grow it towards tomorrow’s giants.

The only way to be sure you are future-proofing your business is by guaranteeing it caters for future customers and employees, by relying on forward-thinking enterprise resource planning software, for instance. Epicor ERP software ensures that their clients stay agile and innovative through trusting top minds to build and develop intelligent systems that open doors for Gen Zers. It’s Epicor’s innate tech-savviness that allows them to visualise the landscape of tomorrow and develop the software to support it today.

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Marketing Tactics

Free Sample Marketing Plan Template

You don’t need an MBA to write a marketing plan for your business. While no two businesses are alike, all solid marketing plans need to provide specific information. Use this sample marketing plan template to get you started on the right foot and cover all the essential information.

Tracy Lee Nicol

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Your marketing plan should provide a comprehensive blueprint of the business, its market and associated market activity, its position in the market, target and expected customers, offerings, competition, solutions and contingency plans.

Using a sample Marketing Plan Template can save you a lot of time in creating your own marketing plan.

Download a Sample Marketing Plan Template

Use the free templates below to help make sure you’ve covered all the important bits:

Download Our Free Marketing Plan Template Here.

PDF-download-marketing-template

Recommended Marketing Reads: 


Related: Beginners Guide To Digital Marketing In South Africa

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Marketing Tactics

4 Steps To Writing Content That Converts

Hook them, engage them and tell them what you want them to do.

Syed Balkhi

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Is your content persuasive enough to convert your visitors into leads?

Some pieces of content you create will drive conversions, while others will be lost in the archives. As a marketer, you always want to write content that is persuasive enough to turn your visitors into leads and thereafter, into paying customers.

Writing persuasive content is not magic. Let’s take a look at some ways to write content that converts.

1. Craft an enticing title

The title of your content is the most important factor that influences engagement. A whopping 8 out of 10 people may not even read your content if the title isn’t captivating enough.

Using Headline Analyzer by Coschedule is the best way to create a magnetic headline that attracts your audience. Just enter your headline and the tool will report back with a score and a grade along with some suggestions to improve.

For analysis, the tool looks at the following factors:

  • The headline type: It capitalises on the type of headline that converts, including lists, how to’s and questions.
  • Word balance: It helps you to curate an enticing title by checking to see if it has the right word balance.
  • Character length: It also looks whether your title is scannable and easy to digest.

Related: How Content Marketing Adds Real Value To Your Customers’ Lives

2. Fulfill your title’s promise

Getting clicks on your title is just half of the equation. Ensuring that your content fulfills the promise of your title is another equally, maybe even more, important part of driving conversion. If your content can’t keep the promise your headline makes, your visitors will likely abandon your site without further engagement.

When crafting each line of your content, keep in mind that the purpose is to get your visitors to read the next sentence, then the sentence after that and all the way down to the end of your article.

Aside from providing value, you’ll also want to evoke a desire for what you’re offering.

3. Make it scannable

Most of your website visitors spend less than 15 seconds on your website, meaning people quickly skim through the content instead of reading word for word.

If your content is hard to scan, meaning it contains long sentences and paragraphs, it’s likely that your visitors won’t stick around. Chances are, they’ll go to your competitors to find content that’s easier to consume.

To create content that is easily scannable, you can follow the actionable tips below:

  • Short paragraphs: Write short paragraphs, preferably 3-4 sentences at most. Breaking down your content into short paragraphs makes it more digestible for your readers.
  • Use attractive subheaders: Readers should be able to bounce around to seek out the pieces of your content that interest them. By using attractive subheaders, you can pique the curiosity of your readers and keep them engaged.
  • Use bullet points: Using a bulleted list is the easiest way to ensure that your content doesn’t strain your visitors’ eye to read through it. Since bulleted lists stand out from the rest of your page, they make the entire piece easier to skim through.

Related: 5 Reasons Your Small Business Needs Content Marketing

4. Add a call to action at the end

The best way to convert your visitors into leads is to add a call to action, such as an email subscription form, at the end of every article you publish.

Some tips to speed up the growth of your email list are:

  • Offer a post-specific resource: Create a post-specific resource, and offer it for download in exchange for the email address of your visitors. When the resource is post-specific, readers are more likely to engage with the campaign, in turn boosting conversions.
  • Creating a premium library: To increase both perceived and actual value, you can create a premium library consisting of ebooks and other valuable course materials. You can then persuade your visitors to subscribe to your list by adding a signup box at the end of each article.
  • Content gating: Content gating is a popular strategy to boost conversions on your site. For instance, you can grow your list by blocking a small section of your content for subscribers only, which encourage your readers to sign up for your list.

The best way to create content that converts is to use emotion in your copy and evoke a desire for what you’re offering. By following the above tips, you can write content that converts your visitors into leads, and soon thereafter, into paying customers.

This article was originally posted here on Entrepreneur.com.

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