This is not clickbait – seriously, this is what we do. But let’s just caveat this before we start.
Each business is different, and so are its clients. This is certainly a broad-brush approach, and whilst we tailor our services to the organisations we work with, we want to give you a clear idea of what marketing should be.
In short, you need a plan, you need assets, you need content delivery in the right places and finally you need to do outreach to be seen. This will allow you to reach, engage and convert potential clients.
Marketing Plan
It all starts with the planning. We fully realise that from the outside a marketing plan doesn’t necessarily sound like much fun, but it sets out the who’s, the what’s, the where’s and the how’s.
We equally realise that a marketing plan, just like a risk assessment, is only ever of any use unless it is implemented and practised.
Simply put, your marketing plan sets the scene. It looks inwardly at your organisation and services and looks outwardly to customers and stakeholders.
In your plan, it should outline what you are saying to whom you are saying it. Furthermore, you should consider what you need to do to retain the clients you have worked so hard to get.
“A marketing plan is a crucial document if you are to take your marketing seriously,” said Adam Walker, Director of Hubspoke Media. “In my experience of running Hubspoke, people are often underwhelmed when I mention the word marketing plan.
“I get it, it isn’t the glossy engagement that marketing is typically known for. I would liken it to going to run a race, but you’re so excited about running that you forget to check which direction you are running in and how much you need to pace yourself.
“A marketing plan is an absolute necessity if you are to do marketing well in my view.”
Creative Assets
These are your hammer and nails when it comes to marketing. It allows you to develop brand styles in your creative, showcasing your brand. We like to create a suite of media for a campaign.
Hubspoke Media will hold a photo and video shoot, as we live in the multimedia world, and organisations need to say things in different ways across a range of different platforms.
Creative assets can also be shared with stakeholders who can help amplify your message. Asking them to help is one thing, but helping them help is another. You can create an Electronic Press Kit (EPK), this is a collection of assets, including the relevant logos and guidelines and prepared creative for them to use.
We recommend that a suite of assets are developed at the same time. Try to anticipate the different formats required for the creative at the start and create them together. Why? Well, at Hubspoke, it is much easier to deliver a coordinated suite of creative assets when you are not having to dive back into the design software every two minutes to adjust the creative to a platform.
Most importantly, capture some media – tell the story of what it is you are trying to say. Professionally produced images not only set a solid foundation to take into the design work, but they can also bring the creative to life.
Content delivery
Ok, this is a broad element we admit. Content is crucial to achieve that ‘Engage’ element. This follows Reach; you have their attention, but not your need to keep it with meaningful, relevant content.
Without engaging content, you will lose people before they have a chance to convert. This means you need to prepare your content across all your platforms, making it consistent.
This is where websites often get overlooked. They can be the last things to be updated, with content becoming out of date.
Remember to look at your marketing platforms with a fresh eye, just like a potential customer would. Orientate your marketing copy accordingly and support with a simple call to action.
Once your content is checked, you are ready to get started with your content delivery through social media, blog articles, newsletters and general promotion.
Your foundation is set – time for the outreach.
Reach People
When Hubspoke started, social media marketing was still in its infancy. People wanted to see moments that are reserved for the few – becoming a viral success.
Adam said: “In truth, you can try to reach people through organic social media delivery. However, nowadays, you are at the mercy of the social media companies and their algorithms.
“I would strongly recommend that paid outreach opportunities, in some form of advertising, PR or both!
“The challenge is actually understanding what your budget will get you. We often find people want to go straight to the social paid advertising option. Sometimes, however, this may not be the best option, and they should, in fact, look at pay-per-click on search.
“This is where a Trusted partner comes in handy, and whilst yes, it is a plug, some meaningful guidance goes along way.”
Outreach is important when it comes to marketing and whilst that sounds obvious, it is one of the biggest overlooked areas. Why? Simple, budget. Outreach not only costs money to create the marketing “stuff” in terms of labour, it also costs for placement
Paid social typically starts for £5 per day. It doesn’t stop there, though. Parting with your hard-earned cash is one thing, but you need to make sure it is spent effectively. You do this by optimising your campaigns, targeting your intended audiences effectively and optimising your campaign as you deliver it.
In summary
All of the above can be summarised into Reach Engage convert. Whilst we have covered this in broad brush, this is in fact the essence of what we do.
Set your foundations – is your copy, messages and explanation of your business accurate?
Create impactful creative that looks professional, coherent and well presented.
Actively seek outreach. Invest and test (yes, it rhymes, but it is true.)
Marketing is not just one glossy leaflet or poster with a QR code. It is the whole process from gaining interest to conversion. And then it is about retention.
There are no hidden secrets, only consistent work and showing up.
If you have any marketing questions or would like to arrange a discovery call, get in touch!