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Marketing Tactics

Not To Be Missed Marketing Tips

We asked our marketing experts: What’s the one marketing tip that even savvy businesses overlook?

Entrepreneur

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Here’s what they had to say.

You’re dealing with PEOPLE

Communicate with them that way! Businesses get caught up in focusing on customers and clients, focusing on what their consumers want and forget that behind the title of ‘consumer’ are individuals who like to be communicated with as people.

They’ll form far more positive and personal associations with brands they can relate to on a human level.

They’re too smart to buy into mass-market advertising addressing consumers; they want to engage with, and endorse, brands that they can have a conversation with. – Andrew Franks, MD, Tag 8 Media

Savvy marketers aren’t neglecting specialised channels to talk about their products/services.

Alex-de-Coning

They aren’t struggling to come up with innovative ways to push product either. No, what is evident is that the bulk of marketers are starting to neglect their audience – the people they want to buy their stuff. Consumers are becoming pro-sumers: We trust advertising less and recommendations more.

Marketers think that they’re speaking to these pro-sumers’ inherent wants or needs, but the truth is that they don’t necessarily understand them; something that is easily remedied by listening to these pro-sumers on social networks before engaging with them. – Alex de Coning, account manager, Cerebra

Many businesses forget to critically examine the target market they are trying to reach.

Leigh-Ann-Fowle

Many great marketing campaigns fail because they are not relevant for the intended audience. Remember, the message needs to work with the consumer in mind.

What you may find to be a great marketing campaign may not work for the intended target market. If you are unsure, test your concept first.

This will give you a good indication if you are on the right track or not.  Leigh-Ann Fowle, founder, The Written Word

Don’t forget your existing clients.

Donna-Rachelson

Businesses tend to focus marketing efforts on new clients, but they may be missing out on huge opportunities with existing customers. Market to existing clients and you’ll not only get more business from them, you’ll also increase their loyalty to you.

And remember that not all business is good business.

Sometimes it’s worth cutting the bottom 20% of your customer base that’s taking up 80% of your time.

This gives you capacity to take on more of the type of clients you want, who give you good business. – Donna Rachelson, founder, Branding & Marketing You

Talking about features and not benefits.

Dylan-Kohlstadt

It’s natural for businesses to sell their solutions and focus on their product’s features.

But remember when facing a customer you need to understand their need, their point of pain, and the emotion behind that.

When you focus on the issues that are closest to your customers’ hearts, you will naturally be talking about benefits, and not features.  – Dylan Kohlstädt, founder and CEO, ShiftOne

Every company should be marketing-driven.

Mick-Blore

It’s not just a function or department; marketing is present every time your company connects with anyone else. Every place your logo appears is an ad. Every meeting, function or conference is a promotions opportunity.

Don’t be afraid to show your passion, be human and share what you care about. Make your business stands for something.

Have values. People respond to that. In a world of clutter and competition, if your business is not setting itself apart from day one, you’re dead in the water. – Mick Blore, founding partner, Original Forever

Many businesses collect clients and create great lists, but do nothing with this information for automated sales and marketing activities.

Axel-Rittershaus

When you collect email addresses, comply with all legal regulations for email marketing, and then set up an automated system that sends your clients valuable information on a bi-weekly or monthly basis.

After investing some time in creating a series of great, helpful tips that will benefit them, your system runs on autopilot.

You have to make sure that the content creates value for your customer though and isn’t just a ‘buy my stuff’ message.

Do it right, and you will establish trust and improve the relationship. Axel Rittershaus, founder, The Executive Coach

During public events, brand representatives continue to speak ‘corporatese’ to their audiences.

Douglas-Kruger

They think it creates credibility, when it really just bores people. Jargon and internal language will never win hearts nor lead to action. Speak ‘human being’, and speak to their personal needs in order to win new business.

Top-end branding also generally makes use of clean, open spaces and a single, powerful message.

Don’t try to cram in too many messages. Be clean, be punchy, be profound. – Douglas Kruger, professional speaker and author

Many large organisations build intricate segmentation models, combining functional demographic variables and psychographic factors.

David-Blyth

While this is really important for ensuring that everyone has a common view of how to properly deliver on customer needs, it often overlooks the basic truth that we’re all human.

Customers don’t want contrived, scripted experiences – and so the one marketing tip we would suggest is this:

To truly deliver on your customers’ needs, your business should think and behave like a human being that wants to build a real relationship.

Listen, communicate honestly, and keep your promises. – David Blyth, group managing director, Yellowwood Future Architects

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Marketing Tactics

How Content Marketing Adds Real Value To Your Customers’ Lives

If you’re marketing on a budget, content marketing is a great way to reach your audience, add real value and gain brand traction – without breaking the bank.

Greg Tinkler

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Content marketing is a relatively new type of marketing that most businesses are still trying to get their heads around. Unlike traditional media advertising, which interrupts customers to get noticed, content marketing provides content that customers want in exchange for permission to market a product or service.

Disrupted media

There’s a saying, fish where the fish are. Marketing is the same. You need your message to appear where your audience’s attention lies. I don’t believe billboards or even TV adverts hold consumer attention anymore. People aren’t looking at billboards as they drive past; most aren’t even looking at the road, they’re so busy staring at their mobile device or listening to a podcast.

Related: Your 4-Part Formula For Creating Killer Content Marketing Videos

The traditional advertising model creates ad content that interrupts consumers. Billboards, TV commercials and radio advertisements momentarily disrupt what you actually want to be doing — watching your favourite TV show or listening to a song or chat show.

These ads don’t provide any real value to the customer and they don’t offer an immediate reason to even be viewed or engaged with. Instead, they rely on good placement, clever wording and brilliant creativity to capture your attention for a brief period of time.

The rise of content marketing

In response to these problems and restrictions, content marketing is on the rise. As a marketing alternative, it’s not only more cost effective, but it doesn’t aim to interrupt your customer. Instead, it aims to add real value to their lives and businesses by plugging directly into their interests, problems and challenges.

So how does content marketing work? Companies and marketers create content in the form of blog posts, podcast recordings, downloadable guides and infographics, video content and articles that don’t push products, but offer interesting advice, tips and opinions.

The value to consumers is provided in two ways: As educational content and as entertainment content. In both cases, access to this content is free, heightening its value.

Related: 5 Reasons Your Small Business Needs Content Marketing

Get the most out of content marketing

Here are three ways to get the most out of your content marketing efforts:

  1. Provide content that your customers want. Don’t make the mistake of writing your blog posts about your business. Lesson number one is that people don’t care about your business. Provide valuable content that customers want and need in exchange for their attention. This content can be educational or entertaining. It can be a ‘How to Guide’, an in-depth stats-driven article or an entertaining video. Just make sure it’s about them, and not you.
  2. Focus on content for the customer’s benefit and only occasionally promote or push your product. This is the rule most brands and companies struggle to understand. If you’re going to provide value to your customers, you need to mostly write content for the customer’s benefit and only occasionally promote your products within the content. People are interested in articles and posts that benefit them, not ad posts touting how awesome your products are. Give your customers content that they want, and nine times out of ten you’ll be rewarded with engaged and targeted audiences.
  3. Write cornerstone content. Cornerstone content is content that can be easily found by your ideal customers. It’s content that provides incredible value to customers over a long period of time. How-To Guides, resources, 101 content and instructional videos all fall into this category. It should be content that customers can refer back to, and which has a long lifespan. This also immediately increases the ROI of your content production, as you only need to create the content once, but it will continue to bring returns.

Bringing it all together

As you make your final marketing push for the year and gear up for next year, make sure content marketing forms a vital part of your strategy. Learn to write engaging blog posts, invest in a podcast setup and push video content. No one is expecting your content to be perfect — you are the expert in your area, and have great advice to share. That’s what will keep your audience engaged and coming back for more.

Just remember that this is a long play. Success won’t happen overnight. It takes time to build momentum — but over time, you will notice increased traffic, more leads and more sales.


Getting Started

  • Do you know what your clients are interested in, concerned with or challenged by?
  • Are you offering advice, tips or opinions that tap into these areas?
  • Does your content mostly focus on your clients and not you?

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Marketing Tactics

4 Ways To Implement Strategic Marketing Without Breaking The Bank

Marketing your start-up is all about the right strategies, not how much money you spend. You need to build your reputation from the ground up. Here’s how you can get started.

Mongezi Mtati

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Strategic marketing

Building a fledgling business is as much about increasing your client base as it is about building a positive reputation around the business and its expertise. Many experts and seasoned entrepreneurs argue that clients buy from people they trust and building that trust hinges on various parameters.

Take Steve Jobs, Wendy Luhabe, Richard Branson and many other leading business minds whose brands are built on years of credibility and trust. The truth is that equal attention needs to be given to great products and building trust within your client base.

Here are five skills that we’ve used to build our reputation at WordStart.

1Sharpen your writing skills for media and general communication

Create media coverage. Write on a company platform (like a blog) or for established media outlets. This will position you and your business in ways that get people to listen and share your knowledge.

Having your name next to an article on a respected platform can lead to useful connections with relevant contacts. A series of media features and industry commentary also help to position your business and team as experts in your field.

2Share industry trends

People will generally do research in and around an industry to find insights and trends, sometimes before they buy anything in that industry — and even afterwards. When I search for information on photography, Canon appears more than any other brand and they tend to set the scene on which device to buy.

Imagine your business is construction and that homeowners endorse your skills as a home improvement specialist. Packaging your knowledge into industry trends is also a great way to use your own lessons about the industry as you grow and it also helps you to connect with potential customers. Useful information with your name on it can increase your sales and client base.

3Edit. Edit. Edit

back-space

Something that cannot be stressed enough is that your writing in client documents can tarnish your brand. Many businesses tend to overlook the importance of grammar in their documents.

It can be difficult to reread and rewrite documents that you use in the business, but that is precisely what can lead to the loss of new and existing business.

Pay attention to how your business uses language and edit that work. When in doubt, read it again and be sure that nothing was missed. 

4Practice public speaking and search for opportunities

After you have written for various publications, you increase the likelihood of being invited to speak at conferences and seminars, which means that people put a face and voice to the written expertise. In some instances, the speaking engagements can be paid for by conference organisers which can be an additional revenue stream.

Public speaking, especially industry-related speaking, will increase the likelihood of selling more products or services and this will separate you from the competition. By increasing the trust customers have in you, you can improve the likelihood of them buying from you.

Once a business is positioned as a team of experts with the ability to speak for their industry, opportunities open up for that business to create unique content. Industry leaders who are able to help the public to connect the dots through the information they share are regularly on guest lists.

Is there anything you can share that your industry peers and the public may find eye-opening? There may be a conference organiser looking for you.

5Educate the market and build a client base

One of the advantages of being part of an industry is that you have inside information that the general public does not have. This presents an opportunity for you and your business to become a self-nominated industry mouthpiece.

When an individual and business share news about an industry, they can create a new client base because the public associates them with that information.

One of the best cases in South Africa is Discovery’s Vitality rewards programme, where you earn points for being healthy. This does not mean that Momentum, Bonitas, Sanlam, Sizwe and other players do not have similar or even better offerings. Vitality is more visible and more vocal about the fact that leading a healthier life can get you rewards.


A great reputation may lead to positive word-of-mouth for your business and increased sales over a longer period than a single marketing message.

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Marketing Tactics

Cut The Bull That Comes With Women Saudi Drivers

If there is an opportunity to increase sales and dominate a market, hell they are going in, briefing their agencies to start the marketing and… well, cue the thoughtlessness.

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Women belong in the kitchen, right? Wrong! Now they can drive in Saudi, and you know what that means? They can fetch the groceries too!

Bet the Feminists clicked on this article looking to wage a social media war. No need. The afore mentioned thinking is exactly how the quick acting social media teams of major car manufacturers are acting after King Salman announced the lift on banning women drivers in the kingdom.

Whether we think it’s progressive is not the debate here right now. I personally think its great that such a country who has long ‘protected’ its women from the horrors on the road now believes that women are capable of taking care of themselves out there. The issue? Let’s take one step back and mention one South African social brand so you can see where I am heading. Take Bic Pens with their infamous 2015 #HappyWomensDay post reading, “Look like a Girl, Act like a Lady, Think like a Man, Work like a Boss”. 

bic-campaign-on-womens-day

What does a Pen in South Africa and a Car in Saudi Araba have in common you ask? All their CEO’s have a twig and two berries (66% of those car manufacturers who ‘praised’ Saudi Women drivers on social, are white men) and they didn’t get there without some form of business knowledge.

Related: 10 Laws Of Social Media Marketing

If there is an opportunity to increase sales and dominate a market, hell they are going in, briefing their agencies to start the marketing and… well, cue the thoughtlessness.

Thinking before Tweeting 

There is nothing like a good tactical on Social Media. Every brand wants to be Oreos during the super bowl when the lights went out. Every Marketing Manager wants to be the one to get his or her clever execution out first because time is of the essence.

Did the car manufacturers do great tactical work? Absolutely!

Did the car manufacturers think about the role they didn’t play in the fight for the cause? Absolutely NOT! They just saw another opportunity to capitalise on ‘to be relevant’.

This ever-connected digital world we live in comes with an opportunity for brands to build deep relationships with their customers. Sure relevance is key, but do (straight, white, male) brands have a place in that conversation now that the hard work is done (by strong Saudi Women)? Was fighting for women’s rights to drive in Saudi ever part of their Brand DNA before the last week of September 2017? Nope, they just see an increase in sales come June 2018.

Common amongst those tactical auto brands’ values were customer service promises, the comfort of people in cars, and sustainability. Only one vouched for the respect for diversity, while another strived for integrity, vowing to keep its doors open to men and women alike. While I can understand that a Trans National Corporation needed to respect culture and politicophere of Saudi to be able to operate there, was there not an opportunity to lead the charge and help the 10- year fight for equality on the Kingdom’s roads? Would their auto brands need to advertise after being part of the battle after that?

The irony is that The Women to Drive Movement started with a 2007 YouTube video. Did none of these brands have an ORM tool that picked this up? I wonder if any evaluated the risks vs the returns had they supported the movement.

Sullivan Principles Anyone?

Back in 1977, The Sullivan Principles was a part of the world’s Corporate Social Responsibility as brands applied pressure on apartheid, South Africa. The corporate protest came with the thought that if business divested in SA, apartheid would eventually be cash-strapped and collapse. At the time General Motors was the biggest employer of Black South Africans and eventually was the first to pull out.

In 1999 the new Global Sullivan Principles was unveiled by UN Secretary General Kofi Annan and the preamble reads:

“The objectives of the Global Sullivan Principles are to support economic, social and political justice by companies where they do business; to support human rights and to encourage equal opportunity at all levels of employment, including racial and gender diversity on decision making committees and boards; to train and advance disadvantaged workers for technical, supervisory and management opportunities; and to assist with greater tolerance and understanding among peoples; thereby, helping to improve the quality of life for communities, workers and children with dignity and equality.”

Related: Direct Marketing: Go Where Your Customers Are

The first part of the new Sullivan Principles reads:

(We) “express our support for universal human rights and, particularly, those of our employees, the communities within which we operate, and parties with whom we do business.”

If brands actually invested in the people and their lives first, the customers will follow. Do this and there would be no need to be super tactical when it comes to the celebrations of the marginalised. We need brands to value ethical and corporate social responsibility they have in the markets they operate in. We have seen that the likes of General Motors can have an impact on a country, especially in South Africa (let’s drop the fact that they have divested again for the purposes of this).

Bottom line is advertising, marketing and brands have the power to shape the world years before a few people can go at it alone. Yes, businesses need to make money, but see the bigger returns when you are a part of something. The returns will be greater than the PR value you got on that meaningless, thoughtless, and unearned tweet. I promise you.

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