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Insider marketing secrets


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The marketing landscape is continually evolving. If your brand can’t keep up it will be left behind. For most businesses, staying a step ahead doesn’t require boundless creativity, just one thing: strategy.

The Insider’s Guide to Innovative Marketing contains the core marketing principles your business needs to know to succeed. The Uber team’s combined wisdom is brought to you in a simple guide that explains the actions you must take to deliver continuous leads to your business.

This step by step guide takes you through key marketing concepts including developing a USP, researching your competition, identifying your ideal customers and optimising your website for targeted marketing.

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Insider marketing secrets

  1. 1. The Insider’s Guide to Innovative Marketing 1 The Insider’s Guide to Innovative Marketing Copyright © 2013 Uber Marketing. All rights reserved.
  2. 2. Introduction The marketing landscape is continually evolving and it can be overwhelming to keep abreast of the latest marketing trends and research. We do it every day, so we have compiled this quick guide on what we believe are the key marketing initiatives that all organisations should consider. Not just advertisements Modern marketing should be viewed as anything that moves people to purchase from your business. It’s the way you answer calls, your email signatures, website, brochures, and it even extends to staff uniforms. Marketing is the feeling or belief that someone gets when they interact with your business. Marketing aims to answer the following questions: • • • • Who are you? (branding) Who do you do business with? (target customers) Why should they care? (messaging & USP) How will they find you? (advertising,SEO etc...) As well as the extensive research we do every week to keep ahead of the trends, we also talk to organisations of all sizes every day about their marketing issues. They share with us what’s working for them and their marketing challenges. We have come to recognise some patterns that show what’s working and some clear signs of what’s not – you can now benefit from this knowledge. In the following pages you will find the top 10 marketing strategies that every business should consider over the next year. Enjoy... 2 The Insider’s Guide to Innovative Marketing Copyright © 2013 Uber Marketing. All rights reserved.
  3. 3. 1. Marketing plan As a wise man once said, “failing to plan is planning to fail.” Every business needs a marketing plan – regardless of its size or industry. A marketing plan allows you to define your goals and establish the tactics that are going to help you to achieve those goals. It’s important not to be confined by the traditional ideas of a marketing plan – it’s more important to define what’s right for your organisation. A few handwritten pages may do the trick for a small business and bullet points put together in PowerPoint may work really well for a large business. If the marketing plan needs to be approved by a board of directors, a more substantial document will be required. What is vital is that the plan is a working plan, created so that it can be modified as you trial new ideas and implement a strategy. A hefty plan that sits on the shelf and is never executed is worthless, while a short five page plan that is updated regularly, as things change, will be more worthwhile to your business. Start today! We haven’t met a business that doesn’t agree that they need a marketing plan. The reason most companies don’t have one is either they don’t have time to put together what they think is needed or they don’t know what is required. If your budget permits, call in the experts. Find a marketing consultant who will work within your budget – even if it’s just for guidance on how to develop your plan. While the size and format of the marketing plan will vary depending on the size of your business, there are some key items that need to be included. We have put together a standard template that streamlines the process. For a FREE copy email and request a template. All you need to get started with our template is an understanding of your clients and where the business needs to be in one, two and five years time. It’s important not to be confined by the traditional ideas of a marketing plan – it’s more important to define what’s right for your organisation. 3 The Insider’s Guide to Innovative Marketing Copyright © 2013 Uber Marketing. All rights reserved.
  4. 4. 2. Make it easy for people to buy from you No matter what you sell, if you make it easy for people to buy from you then you will sell more. It’s important to review your sales processes from a customer perspective and consider if your organisation makes it easy for customers to order from you. Were the processes developed many years ago to meet your internal processes? I once worked with a client who wouldn’t allow sales people to put together packaged solutions because they weren’t on the price list! That client was losing thousands of dollars because they were so focused on how the order process worked that they couldn’t see the potential sales opportunities. Packages work People who sell services shouldn’t be limited by hourly billing. Consider the types of services you provide and explore how you could create packages or products. Developing products out of services enables you to put a packaged price on your services offerings and makes it easy for people to buy from you! Take a big bite of the cherry “Would you like fries with that?” Up selling is not just for frontline sales people. Marketing products in a packaged format allows you to position your offering in a way that will help you to increase your average sales price. Imagine if you are able to increase the price of your average sale by 10% without incurring any additional cost! Your challenge This week I encourage you to review your sales processes and consider if you could make it easier for people to buy from you. Talk to your frontline sales people and explore any ideas they may have on how you could make it easier for your customers to buy from you or increase your average sales price. You may be surprised by the results. 4 The Insider’s Guide to Innovative Marketing Copyright © 2013 Uber Marketing. All rights reserved.
  5. 5. 3. Listen to your customers In order to determine how you can win more clients it is imperative to understand your existing clients and target markets. Developing buyer personas or buyer personalities is a key marketing tool that helps everyone in the business to understand your buyers. If creating buyer personas is a little too detailed for you, some key questions that will help you to understand your clients are: • • • • • • What keeps your clients up at night and how can your product help? Why do they buy from you? Are they predominately male or female? What magazines do they read? Do they participate in social media? If so, which platforms (Facebook, Twitter, LinkedIn)? Are they educated and do they utilise any language that is specific to your industry (jargon)? Listen to the market It’s important to go back to your clients and ask them these questions. Never assume you understand them, as that is a BIG mistake. Also, talk to prospective customers and understand more about them and how your products or services can help them. Segmentation As well as understanding your clients, it will also help your marketing efforts if you can define your markets – this may be geographically or by industry. For example, a local accounting firm may be interested in taxpayers within a 20km radius while an international software company may only be interested in selling to hotels globally. It’s also good to identify potential markets that you can start to fertilise, with a view to harvest in the future. Stay focused Once you have a deeper understanding of your clients and the market segments you wish to operate in – use that information to stay focused. For example, if you are targeting young local females and are offered cheap advertising in a national seniors magazine, the decision will be easy and it will be effortless to stay focused. 5 The Insider’s Guide to Innovative Marketing Copyright © 2013 Uber Marketing. All rights reserved.
  6. 6. 4. Develop consistent messages Do you have a clear message that everyone within your organisation understands and uses? Is everyone singing from the same song book or is the market receiving mixed messages from your business? In order to have truly effective messaging it’s important that everyone within your business spread the same consistent messages. From sales through to client support and accounts, all staff members should be aware of your messages and be consistent with information delivery. What is your unique selling proposition (USP)? What is unique about your product or service offering? How do you differentiate your business from your competitors? What is different about your product or service and why should people buy from your organisation? These factors should be considered when defining your USP . Once you have developed your USP sing it from the roof top – make sure everyone in the business understands why , your business stands out from the rest. This is a great time to develop your key messages. What are the top 5 things buyers need to know about your business? Is it excellent customer service, quality products, innovative design or fast order turnaround? 6 Document your key messages and ensure they are used in all collateral and media releases as well as on your website. The Insider’s Guide to Innovative Marketing Copyright © 2013 Uber Marketing. All rights reserved.
  7. 7. 5. Execute lead generation campaigns regularly Marketing needs to be an ongoing process if you wish to keep leads flowing and sales pipelines full. If you are going to drive new clients to your door, a key item in your marketing plan must be lead generation. Scheduling a few lead generation campaigns throughout the year will provide a steady flow of leads and build brand awareness. Integrated/multi-faceted Theme Consistency is the key to effective marketing and campaign development. Developing a theme and utilising it across multiple campaign touch points (print and on-line) will extend the life and usability of most campaigns. Developing a theme that is in keeping with your message and product will help generate a buzz around your campaign and help to make it recognisable if you are developing a multi-faceted campaign. Copywriting The secret to cut through Regardless of the type of campaign you decide to run, the copy is a critical element. Ensure the campaign message focuses on your buyer, their pain points and how you can address them. Keep copy to a minimum – a tight message that focuses on their needs will resonate more with your readers. Key messages and offers stay above the fold. This age-old agency trick is more relevant than ever in the digital marketing age. In western culture we read from left to right and top to bottom – therefore it makes sense to have important information such as calls to action and special offers at the top of the page. The offer A great offer will help with results when developing a campaign. An offer that includes a discount or something for FREE is hard to overlook and will ensure your campaign grabs the attention of your buyers. Lastly, when developing direct mail campaigns our number one secret to getting the envelope delivered and opened is coloured envelopes! Yes, coloured envelopes in different shapes and sizes are very inviting and increase campaign cut through. Only print your return address on these and resist the urge to include your company logo. 7 The Insider’s Guide to Innovative Marketing Copyright © 2013 Uber Marketing. All rights reserved.
  8. 8. 6. Maintain win/loss analysis Understanding the number of sales you win and why will help you to create strategies that will deliver more sales. When you can identify why people buy from you and why they don’t, you can use this information in your brochures. The features that people love about your product or service should be featured widely in all of your marketing collateral. The reasons why people don’t buy from you should be fed back into product development or management to help improve your offering. Who are your competitors? When you understand which organisations you are regularly competing with, you can start to combat their efforts in your sales collateral, proposals or on your website. For example, if you are constantly competing with an organisation and you know your strengths over them, it’s important to lead with those strengths at every touch point. There is no need to mention a competitor’s name, but ensure your prospective client understands the importance of those strengths. Maintaining metrics such as the number of opportunities lost to a competitor and their value will allow you to review your position on a regular basis and make informed decisions. 8 The Insider’s Guide to Innovative Marketing Copyright © 2013 Uber Marketing. All rights reserved.
  9. 9. 7. Maximise search engine marketing Paid advertising on search engines can be costly and needs to be analysed regularly to ensure you are receiving the desired results. Before embarking on any search marketing it’s important to ensure the page you are driving traffic to is going to deliver the results. It is imperative that you have Google Analytics or a similar tool loaded on every page so you can track where your visitors are entering and leaving your site and understand how long they are staying. Pay per click We often see businesses spending thousands of dollars on pay per click advertisements (PPC). They are delighted to be getting click throughs but are failing to see the return on investment and can’t work out why. The problem is usually with their website – poor design, no call to action or ad copy that is not reflected on the landing page. Simply directing people to your site isn’t enough. You have to help them to find what they are looking for and give them a reason to take action – sign up for a newsletter, download an eBook or purchase something. The visitor’s perspective When designing online advertisements take the visitor’s perspective. Read the ad copy and visit the page as if you are looking for something after reading your ad. Is the information easy to find? Are you inspired to take the next step? Type in the keywords you are advertising for and review competing sites. How does yours compare? Remember with these types of advertisements you can drive traffic to particular pages – it doesn’t have to be the home page. This can provide better value with your relevancy score – if you use a page that is more relevant to the ad copy, the price will be lower. 9 The Insider’s Guide to Innovative Marketing Copyright © 2013 Uber Marketing. All rights reserved.
  10. 10. 8. Design your website from a marketing perspective Today your organisation’s website is your most important marketing tool – it’s often the store front and the first experience your buyers have with your business. So your site needs to be on-message and to be developed around your visual identity to meet the needs of your target market. When business buyers are looking for a product or service they usually do so online, your website is the first interaction they have with your business. It is imperative that the site works hard and makes the information buyers seek easy to find. Understanding your target market will help to design a site that resonates with your buyers. When you talk their language and show you understand their needs, they will want to do business with you. Page design When planning a website, resist the urge to display every piece of information on the home page. Too much information on a page can be overwhelming to the eye and visitors will navigate away causing high bounce rates. It’s always advisable to take visitors on a journey, link information to other pages keeping minimal text on every page. Online readers scan copy, so fill your web copy with sub headings and lots of white space to guide the reader through the copy. Keep the copy tight and easy to read – resist the urge to ramble or provide unnecessary information (this tip is relevant in all aspects of your marketing). Ensure every page has contact information to make it easy for your visitors to take action. Monitor site traffic The goal of most websites is to convert web traffic to leads. It is a good idea to have Google Analytics set up for your site and review that information regularly to understand how visitors are navigating your site and the average time they spend on your site. If you recognise visitors aren’t spending much time on your site, it may be time to re-design it. Google analytics will also provide important traffic source data. This will also help to analyse the effectiveness of any pay per click (PPC) advertising you are doing – and will help you to put your marketing dollars where they work the hardest. You may be surprised to find where your web traffic/leads are coming from. 10 The Insider’s Guide to Innovative Marketing Copyright © 2013 Uber Marketing. All rights reserved.
  11. 11. 9. Develop your brand and visual identity Your brand provides your customers with a visual and sometimes emotional link to your business. Research suggests that the value of some of the world’s largest brands is largely linked to brand equity. I'm sure it’s no surprise to you that your brand can be one of your organisation’s most valuable assets. To start with, never miss an opportunity to place your logo in a prominent position. More than a logo Your branding is an implied promise of the level of quality buyers expect from your business. Your brand extends way past your logo. It is a living thing in the minds of your customers and prospective clients, as well as your competitors. What does your branding say about your business? Brand identity Consistency is key. You are probably thinking consistency is my catch phrase by now but it really is the most important element of corporate branding. Ensuring the same colour palette, fonts, images and logo files are used by everyone within your business is crucial. We highly recommend providing all staff with a simple set of guidelines on the approved fonts, colours and imagery. It’s also a great idea to make available a library of approved imagery (of products or people) and corporate profiles. Consistency is key. Ensure a consistent look and feel across all brand touch points: PR, DM, trade shows, presentations, employees, products, services, vehicles, business cards, letterheads etc... No room for individuals We quickly find the creative people within our clients organisation soon after a re-brand. They are the ones who want to make the new branding their own by changing fonts or colours! They always change email signatures. We are not sure why. They just like to personalise email signatures with a favourite font or colour. There is no room for staff individuality with corporate branding – everyone must have the same format email signature with the same font and colours. Consistency in branding not only portrays a more corporate feel, it also helps to develop a brand. 11 The Insider’s Guide to Innovative Marketing Copyright © 2013 Uber Marketing. All rights reserved.
  12. 12. 10. Leverage social media Social media is now a key marketing tool. In previous chapters we discussed defining your target customers and where they can be found. This key information can now be used to define your social media strategy. Smaller companies may not have the time or resources to maintain a presence on all locations, so it’s a good idea to be strategic with this decision. B2C companies may achieve more impressive results than B2B organisations by leveraging a platform like Facebook. We have seen many small businesses do extremely well using Facebook to engage with their buyers. For B2B companies, the key to success revolves around creating content that people want to consume then sharing it on Twitter, Facebook, LinkedIn or via a blog. Your effectiveness on these platforms will increase when you resist the urge to only publish sales messages and special offers – share your expertise! Video is hot Another key marketing trend for 2013 is the use of video in online campaigns and websites. Incorporate YouTube videos whenever possible. Video content is great for search engine optimisation(SEO) and adds another dimension to your marketing efforts. 12 The Insider’s Guide to Innovative Marketing Copyright © 2013 Uber Marketing. All rights reserved.
  13. 13. About Uber Marketing Uber Marketing is a Sydney-based, boutique marketing agency offering end-to-end marketing solutions for business of all sizes. Our focus is on developing fresh, results-driven marketing. We exist to help our clients increase sales, develop their brand and execute marketing initiatives. We know that good marketing pays for itself, and without it, an organisation won’t reach its full potential. If you’re ready to get excited about your marketing, contact us at: call: 1300 894 862 email: web: 13 The Insider’s Guide to Innovative Marketing Copyright © 2013 Uber Marketing. All rights reserved.