Customer service is accelerating towards ever greater automation. In some sectors we’re already seeing chatbots and virtual assistants transforming the customer experience.
But at what point do the cost efficiencies that technology provide become less compelling, and can the human touch ever be fully replicated or replaced?
We asked Chris Cullen, head of sales and marketing at outsourced customer contact specialist, Echo Managed Services, to assess the changing consumer communication landscape and to explain how businesses can incorporate new solutions alongside traditional methods of customer contact. (more…)
For many small business owners, the term ‘digital marketing’ could very well generate a concerned or baffled look, and the temptation to turn around and hide in a darkened room.
As an established small business, or even someone setting up a new business, you might know all about offline marketing like posters and billboards, flyers and direct mail, and word-of-mouth advertising, but when it comes to promoting your business online, it’s unchartered territory.
So to help you safely navigate the online marketing landscape, conquer new marketing activities and promote your business in the digital world, here’s a small business guide to the basics of digital marketing; (more…)
Video is a potent and wildly effective marketing tool, but only when it is part of a measured and considered content strategy.
It is no easy task to succinctly and effectively communicate your brand values and core messaging to an audience in a way that is original and compelling.
Before you even begin you need to have spent time seeking to understand who your customers are in the first place. (more…)
Start-ups and small businesses have to be prudent in their go-to-market activities. There isn’t the budget to splash out on extensive marketing campaigns, or the time for spray and pray customer targeting.
As a business owner, you are often the face of the business at every turn. Whether you’re dealing with customers, suppliers, partners or staff, what you do matters and sets the tone for your whole business.
How successful you are often comes down to how good you are at persuading and influencing people. With these skills being so important, we asked behaviour expert, Ally Yates, to outline how you can become more persuasive in business. (more…)
Real-time marketing (RTM), the strategy and practice of reacting with immediacy in digital channels to external events and triggers, has been steadily growing in use and popularity.
An expanding array of tools and digital channels (e.g., social media and listening capabilities) has made real-time accessible, in theory at least, to virtually every marketer.
As digital channels increasingly function in real-time, all marketing organizations must consider to what degree they, too, will adapt, so here are 12 steps to help you get ready for real-time marketing; (more…)
A website can be a very powerful marketing tool for start-ups and small businesses. An effective site helps smaller firms to reach out to a huge audience of potential new customers and take on bigger rivals.
However, the battle to be found online can be fierce, so if you want your small business website to be successful, you will need to look at search engine optimisation, or SEO as it’s commonly referred to.
With SEO becoming more complex and specialised, many small businesses look to outsource the work to an agency. But with so many practitioners and firms out there offering SEO services it can be tricky to find the reputable providers.
To help you sort the wheat from the chaff, here are the 5 questions you should ask an SEO agency before you think about hiring them.
As a start-up the chances are your marketing budget is smaller than you’d like, so it’s important to get as much out of it as possible.
Although not right for every business startup, PR is a marketing tool that is well worth considering as it builds both awareness and credibility. It can showcase your expertise while delivering third party endorsement from respected journalists and media outlets.
In addition, PR is great for your SEO; having articles authored by you or quoting you filling up the first few pages of Google is just what a start-up business needs.
So how do you do it? We asked, Chantal Cooke, author of PR Demystified; how to get free publicity by giving journalists what they really need, to share her blueprint for DIY PR success;
You may have attended presentations that dragged or others that gripped people throughout. Perhaps you have given talks yourself and wondered what really makes the difference.
Whatever the situation, there are numerous factors that affect your chances of success. Everything you do contributes to the overall audience experience and even small things make a big difference.
This guide gives you 9 proven, practical tips to deliver more engaging and more effective presentations. Each one makes a positive impact, and you will know best which will be most useful in your own presentations. (more…)
Prospecting is the foundation of B2B sales strategies. Or at least, it should be. Many businesses aren’t prospecting as well as they could be, if at all.
Research-led sales prospecting is a highly targeted, measurable way of identifying businesses for your salespeople to approach. It is important to realise that prospecting is not lead generation.
While prospecting can provide a framework that the sales team can use to qualify leads that come in (as we’ll explore), it is otherwise a distinct activity wholly concerned with finding and approaching the businesses that make up your target audience.
Setting up and running a small business isn’t easy. We all know that.
The first few years are often spent seeking the answers to — what seems like — a never ending list of questions, like, “Who is my target audience?” and “How do I reach them?”
Whatever industry you’re in, we all strive for the same thing: more website visitors, more valuable leads, more sales and more loyal customers. But how can you achieve this? (more…)
According to recent research by Google on search behaviour, a whopping 50% of all people who conducted searches on local businesses visited the business the same day. If you’re a startup owner and serve clients locally, this might sound like music to your ears.
People who conduct local searches are highly motivated and are looking for an instant solution. This is why you should do everything in your power to go after these searches aggressively. (more…)
Marketing is about getting more business – and that includes getting more value out of your existing customer base – through delivering them multiple times the value you get.
If all you did was chase new clients, then you would be regularly losing the ones you already have, which means you would need to be constantly building. This is hard work.
There is an important model that will help you understand what to do in terms of sales and marketing for your existing customers, and it is one that every business owner should know and understand. (more…)
Many small business owners view ‘big data’ as something exclusively for large businesses. But that isn’t the case. Astute small business can benefit from using data to grow sales.
To help business owners understand more about ‘big data’ and how they can benefit from it too, we asked Oliver Rowbory to explain;
Pop-up shops are an excellent way to test new ideas and products, engage with your target market and get feedback from potential customers, without making a big, long-term investment.
In addition to their value as a testing ground for new concepts and new businesses, pop-up shops are becoming increasingly popular as a way for existing business to take their offering to new locations.
There are lots of different factors that can determine the success or failure of a pop-up shop and it’s vital you consider these before starting your pop-up venture. Here are 6 key considerations to help you get your first pop-up shop running smoothly and generating income for your business. (more…)
“Will you give us a discount on that figure?”
“Can you match the lower price I can get down the street?”
“Can’t you do it cheaper?”
These are the kind of questions people running start-ups and small businesses get asked an awful lot.
But what are the best answers to give? Here, we look at how small business owners can respond to these kind of questions, without losing business and without cutting prices and profit margins.
Starting your own business means you suddenly become the owner of several hats – one for selling, one for bookkeeping, one for planning, one for looking after customers and one for marketing to name but a few.
The marketing element of a start-up is one of the most complex, especially given the changing ways small businesses need to reach customers in a digital world.
Digital marketing can be a bit of a mystery to many small business owners, so to help you explore how you make the most of the opportunities it offers, we’ve asked Tink Taylor, founder of dotmailer, to share some simple tips to get you started on your digital journey.
We live in incredible times of change; there’s no disputing that. Old business models are dying out, new business models and disrupting technologies are being born every day that are turning industries on their head.
At the same time, trust is at its lowest level ever. We no longer trust politicians, we no longer trust banks and bankers. We no longer trust the proven models and establishments that have supported us for years, never more proven than in recent times with Brexit and Donald Trump becoming US President. (more…)
If you’ve been involved in running a website, you’ll know that it’s relatively “easy” to get eyeballs on your site. Throw money at it and they will come.
But, it’s getting those visitors to take action, to buy from you – that’s the hard part. So it’s no wonder that a website’s ‘Conversion Rate’ is one of the most keenly tracked metrics in online business. It measures the percentage of visitors who take a desired action, which in e-commerce means making a purchase.
Improving your conversion rate means more sales and higher profits, so finding ways to convert more of your website visitors into buyers is a key plank of ecommerce success.
If you’re starting a new business you’ll, no doubt, want to establish and build a strong brand. Doing so will bring huge benefits over the long-term, helping you to stand out from the crowd, generate more customers and ultimately build a more valuable business.
But how do you build a brand, and where do you start? We asked branding expert, and author of ‘Winning in Your Own Way; the Nine and a Half Golden Rules of Branding‘, Robert Bean to explain;
…continued from Part 1 of Build a Brand, Build a Business (more…)
When you are starting a business, you will need to answer many questions. However, one of the most fundamental questions any business owner will be asked is, what is the purpose of your business?
So what would your answer be?
How you answer the question, has a significant bearing on whether your business is likely to succeed, so we asked Jim McGrath, author of The Little Book of Big Management Wisdom to reveal what your answer should be; (more…)
SEO has become an integral part of online marketing. If you want your business to be seen online, the general consensus is that SEO is absolutely essential.
Committing to a high quality SEO campaign can take up a lot of time and make demands on a startup’s budget that not everyone can meet. But seeking cheaper alternatives could mean you soon find yourself facing a Google penalty (the worst of which is your website being complete removed from their index), which can put your entire online presence in jeopardy.
The good news is that SEO need not always be a lengthy commitment and if you have some in-house capacity, it is possible to take on a large portion of the work yourself.
This in-depth guide explains what you can expect from a SEO campaign, and will help you determine if you can do some of the work yourself or whether you’ll be better off outsourcing everything from the start. (more…)
As a business owner you are your own best marketing tool. Presenting in public not only highlights your business, it also establishes your credibility, makes your listeners trust you (and people prefer to do business with those they trust) and generates leads.
But, even if you have a stunning presentation with fabulous visuals, you can still fail to connect if you are speaking to the wrong audience.
Advance planning will help you tailor your presentation to the audience who needs and wants to hear it; and they will be more receptive if you address their concerns and challenges and offer them a solution.
It’s never too soon to start planning. As soon as you are invited to speak at an event, ask yourself these 5 questions: (more…)
For a small business, email marketing offers an inexpensive but effective and efficient way to engage with your customers, and attract new ones – so long as the right planning has been put in place first.
It creates and maintains communication, helping to keep your brand front of mind and build customer loyalty. Campaigns can be designed around a specific purpose, e.g. to boost sales, or to increase website traffic, and they can be targeted – you decide who receives which email.
Most importantly, and unlike many other marketing options, its results are measurable – the best email marketing platforms will even provide you with reports outlining how successful your campaign has been, and what aspects worked best.
This makes it an excellent choice for small businesses with a limited marketing budget. As long as you take the time to really think about what you want to get out of it, it is also simple – follow these 6 steps for planning and implementing your campaign, and you won’t go wrong. (more…)
It doesn’t matter how many presentation skills training courses we’ve been on or how many truly terrible presentations we’ve seen, we all end up falling into the same old traps when we present, pitch or speak in public.
To help you avoid making yawn-inducing presentation mistakes we asked Steve Bustin, author of The Authority Guide to Presenting and Public Speaking to reveal the top ten presenting sins and how you can avoid them: (more…)
Let’s start with a sobering statistic: Retailers opened the lowest number of new stores in the last 5 years in the first half of 2016. What’s more, 15 stores pulled down their shutters for the last time every day. Altogether, that means nearly 2000 more stores were closed than opened in that six-month period.
Today, as bricks and mortar shops seem to struggle more than ever before, embracing online has become all the more important. Even retail giant IKEA, who for a long time stuck to their bricks and mortar roots and resisted expanding its online presence for years, has recently announced that they will be launching a Click & Collect solution.
So how can smaller retailers take advantage of the changing ways we shop? (more…)
Understand how to shape the customer journey and convert browsers into buyers.
The more relevant you make your website for each visitor, the longer they’ll stay, the more they’ll do, the more they’ll spend, and the more they’ll tell other people. And a great way to do this is to make the experience more personal.
Many small online retailers are missing out on the benefits personalisation can bring, so we asked Christer Holloman, author of How to Sell Online to reveal how you can take advantage of the opportunities it offers; (more…)
One in three customers do not buy your complete range of products and services. Why? Well the answer is very simple! It’s because they don’t know you offer them!
So is your business unknowingly falling victim of this profit-crushing statistic?
A thought-provoking question, isn’t it? (more…)
A standard approach to the resolution of business problems is to ‘brainstorm’ a range of possible solutions. The problem is that the method doesn’t work!
How many times have you sat through a brainstorming session and thought ‘I could have produced that list of solutions on my own?’ How many times has the most senior or dominant person in the group railroaded everyone else into accepting their solutions at the expense of potentially good ideas from quieter or less senior participants?
So, if you want to out-smart your competitors, you need to start using some smart thinking techniques. (more…)
Customer-centricity is one of the hottest topic in business today. Across the world, companies of all sizes are looking for new ways to become more customer-centric in order to give themselves a competitive advantage in a decreasingly loyal marketplace.
Unfortunately, however, for many businesses the phrase “give them an inch; they’ll take a mile” is all too appropriate when it comes to customer-centricity. By striving to accommodate their customers wants and needs they leave themselves open to a proportion of their clients who will take advantage.
Get the balance wrong and give customers too much power and you will find yourself in a situation that is completely unsustainable in the long-term. (more…)
You’ve established a company, it’s successful, and everything is running smoothly. Congratulations, that’s a fantastic feat. But…
… at some point every company will find that its growth has plateaued. Although things are stable, stimulating growth becomes an issue and the company isn’t climbing to the next level.
When this happens to you, do not panic, take these five steps and you’ll kick-start your business growth strategy.
We live in a connected age where you can purchase pretty much anything you want at the touch of a button on your smartphone, tablet, laptop or computer.
With this in mind, you may find it surprising to learn that not all businesses are tapping into this, or even quite know how to.
Lead generation is absolutely crucial to identifying potential customers that are interested in you business’s products and services.
With online leads coming from various sources such as search engines, email marketing, banner advertising and social media, you need to take an informed approach so you can reduce waste and focus your marketing budget on the sources that are driving the most high-quality leads.
Not only this but they need to prove the return on investment (ROI) from marketing to justify the budget in the first place.
So how can companies use data to identify exactly what drives lead generation, isolate the ultimate source of leads and streamline their marketing strategies? We asked Daniel Reilly, director at Ruler Analytics, to explain; (more…)
Negotiations are something all of us need to do every day. Whether it is securing a sale, negotiating a discount with a supplier or simply making arrangements with friends and family (children make particularly good negotiators!), the kind of questions we ask influences the final outcome for everyone.
The quality of the questions you ask will determine the quality of the answers you receive, so next time you are facing a negotiation situation, follow these 5 steps to make sure you are asking the right questions:
In a world dominated by ever-updating newsfeeds and 140 character exchanges, it seems that the traditional practice of direct mail has no place in modern communication, particularly as businesses look to utilise cheaper, faster ways to communicate with their consumers.
However, overloaded inboxes and newsfeeds that update faster than you can blink means that direct mail still delivers impact in a digital world.
Direct mail may be one of the oldest marketing methods but it is also one of the most adaptable. Here are 7 key factors for any direct marketing campaign., combine these successfully and you can transform your return on investment (ROI):
In a world where over three billion people use the internet, and no one can put down their smartphone or tablet, it seems obvious that startups and small businesses would look to advertise their products and services online.
Paid advertising puts your brand in front of a defined audience, and encourages them to make a purchase or a decision of some kind. In addition to increased sales, it can increase social media followers, newsletter sign ups, and brand awareness.
To help you get to grips with online advertising, and to ensure you make the most out of every penny you spend, here’s a beginner’s guide to paid advertising online.