Top tips for any entrepreneur launching a new business - part 2

In part two of this blog we discuss some further tactics on launching your new business.

1.      Invest in a professional looking website

Building a website is likely to be the biggest initial spend for your new business but it’s essential to portray authority in what could potentially be a crowded marketplace. Once you have your website don’t just let it sit in the background. Regular blogs will attract visitors and help establish you as a thought leader in your space.

2.      Put aces in places

Not just for marketing but running a successful business you need to understand the importance of bringing in skills that you may not necessarily have. Whether that’s finding a bookkeeper or marketing specialist when you run your own business you aren’t expected to be an expert in every field. Decide on the help you require and budget for it accordingly.

3.      Work on your social presence

You don’t need to be on every platform but finding the correct social media for your target audience is a must. We’ve talked before about the different platforms and demographics relating to this. Understanding the correct one for your audience is a must but also ensuring you are posting regular content to engage with your potential customer.

4.      Invest in paid ads

Whether this is on social or through google investing in ads will provide you with the all important quick win. If budgets aren’t massive that doesn’t mean that PPC is a right off. Think outside of the box with your bidding tactics looking at things such as time of day or specific keywords.

5.      Capture data

There are ways to retarget visitors to your website but a much simpler technique is to collate data from visitors to your website. A simple sign-up form offering a discount if your potential customer makes a purchase is a far simpler way of building your database and exposure to interested parties.

6.      Word of mouth

If you’re running a business your existing customers are your best marketing tool. Encourage them to share your product or service. If they’ve had a positive experience, they’ll be happy to share it with friends and family.

7.      Don’t forget your PR

Whether you’re looking at celebrity endorsements, linking up with a local charity or putting your own spin on a national news story. Having a solid PR strategy will give your new business a much needed boost and will save money on expensive advertising campaigns.

We hope you’ve found some useful nuggets in our latest blog and are excited about the journey of your new business. If you’d like to talk to Icon about your promoting your new venture or anything else, feel free to get in touch kiesha@iconmarketingcomunications.co.uk 07979940526.

Marketing predictions for 2022

Crispy autumnal leaves, the first frost of the year and darker nights, all means one thing we’re rapidly approaching the end of 2021. A year like no other! But what is in store for 2022? In our latest blog we take a look into our crystal ball to predict what to expect for marketing in 2022. We’ll be looking at Google updates, social media and traditional marketing amongst other factors. Read on to find out how to get a head-start for your business in 2022.

1.      Another Google Update

In early 2022 we’ll be seeing the rollout of MUM (Multitask Unified Model) the AI model update is set to make complex search results more simplified. This is one of many steps taken by Google to make searches easier for users. There have been minimal changes to search engines over the past 20 years although we have seen many enhancements and updates however the core rules of how a search works have remained relatively unchanged. The innovation of MUM promises to bring more results of what we want without having to make several searches. MUM will inevitably have an impact on SEO with keywords taking a backseat to whether the site answers the query written by the user.

2.      Paid Search

Pay-Per-Click (PPC) if you’re looking to create a successful online platform investing in PPC is a must, but how do you get the best results? As previously discussed, the ever changing Artificial Intelligence (AI) is fast becoming a major factor in running an effective PPC campaign. Utilise it when automating bids or looking for longtail keyword suggestions. Get social, we’re aware of the benefits of paid social advertising on Facebook and Instagram but there’s an emerging player in the marketplace Tik Tok. Tik Tok has recently formed a partnership with Shopify to enhance advertising processes with the platform. Look at integrating it into your campaigns to get ahead of your competitors.

3.      Social Media

We’re seeing an emerging player in the social media market Tik Tok. With many innovations this social network is rising through the ranks its seen an increase in users of 45% in less than a year compared to a 6% monthly rise in users on Instagram (Hootesuite). We recommend spending some time familiarising yourself with Tik Tok and bagsying your handle. We’ve seen many businesses utilising social media to sell their products. Users are becoming accustomed to this and are growing to expect this. Despite mixed feelings from users social listening is going to become even more prolific in 2022 with many businesses already utilising this tool through their chosen social media management platform.

4.      Events

With many events from networking to team building hosted online in 2021 due to the pandemic we wonder if we will see a full return to in-person events in 2022. What the past two years has proved is that its not necessary to host all events in person. The cost saving benefits of hosting events online is one of many benefits to virtual events but can you really gain the essence of an event from behind a laptop? Event organisers are certainly behind hybrid events with 64% saying they will continue to utilise virtual features at live events (State of the Event Industry Survey). Either way whether virtual or in-person we expect to see many more events hosted by businesses in 2022.

5.      PR

Although there are many developments in PR due to our advances in technology, Icon believes getting back to basics is a must in the world of PR. Don’t blanket email journalists, personalise your emails. Write engaging ‘newsworthy’ content whilst building the credibility and reputation of your business. As we all know in the digital world ‘content is king’ so incorporating your PR strategies into your website will reap rewards in 2022. As will online reputation management. Are you responding to reviews? Are you dealing with negative comments and reviews? Buyers are increasing interested in these factors. We also believe there will be a continuation of influencer marketing. Finding influencers who are aligned to your core values will help you gain maximum exposure for your brand.

Most importantly like every year the best way to effectively execute your marketing campaigns in 2022 is to plan. If you’d like to talk to Icon about your marketing for 2022 or anything else, feel free to get in touch kiesha@iconmarketingcomunications.co.uk 07979940526.

How marketing can help your business survive the Coronavirus

When news first reached us of a flu-like virus affecting residents in Wuhan, China I’ll be the first to admit that it didn’t immediately ring alarm bells. Fast-forward several weeks and the World Health Organisation have labelled it a ‘pandemic’. It feels more like something from a Hollywood blockbuster than real life.

You only need to see the empty shelves in most supermarkets to understand that at least some of the UK population are in a state of panic. Companies who can, are taking their employees out of the office environment and are allowing them to work from home. Some businesses where this is not feasible have made the difficult decision to close their doors for the foreseeable future.

Source: The Rex Facebook Page

But what does it all mean for your business? And how can you survive?

Typically, in times of financial crisis businesses cutback on their marketing activities however in this situation I think the opposite should be true. In this blog I will talk about some of the possible opportunities for your business and how to survive the Coronavirus outbreak.

1.      Be where your customers are

Whether your customers are self-isolating or working from home. There has never being a more important time to improve your digital offering. Is your website up-to-date? Are you effectively utilising social media? Have you communicated with your customers via email or text? We’re in uncertain times and this is a great opportunity to solidify brand loyalty by communicating effectively with your customers and providing reassurance.

2.      Turn a negative into a positive

The National Trust announced this week that they will be removing pay barriers from all their National Trust parks and Gardens. I’m not suggesting that you need to go to such great lengths but positive PR during this uncertain time could get you in front of a whole new audience. Smaller initiatives such as reaching out to the elderly and at-risk groups in your community could have a positive impact for your brand. Sainsbury’s and other retailers are offering to open their stores for the first hour exclusively to these two at risk groups. What steps could you take as a business to help the most vulnerable in society?

3.      Strength in numbers  

Now more than ever is a time to unite with other businesses who may be suffering. Manchester hospitality leaders have unified this week by launching the ‘pay it forward’ scheme to help support local restaurants and bars through the Coronavirus pandemic. The scheme encourages people to purchase discounted vouchers at participating restaurants during the run up to Easter which can be redeemed from May onwards. And for the added feelgood factor for each voucher purchased a charitable donation of £1 is also made to Hospitality Action. So, speak to your competitors and look at ways you can work together.

4.      And finally, don’t panic

This is an unprecedented situation and with so much uncertainty surrounding Coronavirus and its economical impact we must ‘keep calm and carry on’. The government have announced several measures to support businesses through this difficult time including £330bn in loans and £20bn in other aid. It’s important to remain positive and instil your consumers with confidence.

If you’re feeling concerned about the effects of Covid-19 on your business or are looking at ways to improve your digital presence why not give Kiesha at Icon Marketing Communications a call for an informal chat on 07979 940526.

Why you should hire a Marketing Consultant

This month we have a guest blog by the super talented Lindsey Milner. Lindsey has several years experience working for some of the largest media houses in the industry. Take a read of her blog ‘Why you should hire a Marketing Consultant below…

Time is money. Two heads are better than one. Jack of all trades, master of none. 

If you own your own business, these phrases probably pop into your mind most days?

Often a business is set up to pursue a passion. Unfortunately, the reality is less hours are spent on the ‘passion’ and more on marketing tasks like:  

Why isn’t my website getting more visitors?

What’s the quickest route to increased sales? 

Who really is my target audience?

If you can relate, then here are our top 3 reasons why hiring a Marketing Consultant will be the best decision you make this year:

Fact 1: Marketing Consultant’s will understand and care for your business as much as you do.

Let’s say you’ve set up a vegan food delivery service.

Your background is in nutrition and you have decades of skill and experience at creating exemplary vegan cuisine.

Even if your Marketing Consultant hasn’t worked on an identical proposition before, their background, skill and experience is in making exemplary, water-tight and profitable strategic business plans.

Within a couple of months of working together, they will establish:

·        Who and where are your target customers?

·        How and when do they want to be targeted?

·        How often you should send marketing messages to them, when and in what format?

·        Which platforms should you spend time and investment on?

·        How to generate a return on investment (ROI) on any of your marketing activities.

The same way vegan food is your calling, improving the profitability and efficiency of your business via marketing is theirs.

Fact 2: Hiring a Consultant won’t be ‘expensive’. It will generate a return.

There’s nothing like the thought of losing money to strike fear into the most rational of folks. However, let’s flip this fear on its head.

If you need to grow your business ASAP, you’ll soon learn you have to pay to some extent, to do that.

Whether it’s spending on advertising or improving your digital platforms via SEO, CRO or content creation, there will always be a cost even if it’s just your time.

If you don’t have experience in these fields, I can guarantee that trying to fudge it yourself, no matter how many hours you spend on You Tube tutorials, you won’t get the outcome you desire.

You could advertise at the wrong time of year, to the wrong customer.

You could be optimizing clicks to your website rather than conversions.

It could all amount to a poor performing quarter in both financial and development terms.

A Marketing Consultant can guarantee as little waste of your pennies as possible AND increase your business growth within the shortest time possible.

They’re the experts and do this day in, day out, with qualifications to boot.

“Then I bet their rates are expensive” I hear you cry?

As with anything in life, you get what you pay for.

However, the brilliant thing about a Freelance Marketing Consultant is that they’ll work with you to find out your primary objectives, then calculate back exactly how many hours a month they need to hit those objectives for you.

It maybe you only need five to ten hours a month? Or two days a month. Or a month’s work to get you off the ground so to speak.

Whatever you need, they can give you: with no other overheads and a promise they’ll put everything in place to get the returns you seek, with as little waste as possible.

Fact 3: They have a deeper understanding of digital marketing than you do.

In today’s digital world, the job of a marketeer is as broad and diverse as you can get.

Outside of the traditional marketing techniques like branding, advertising, PR, events, and generating new business, today we also specialise in:

1.      Website creation and maintenance

2.      Search Engine Optimisation

3.      Conversion Rate Optimisation

4.      Social media

5.      Content creation

6.      Copy Writing

Digital and its users move fast.

Staying on top of trends and techniques to get all of these marketing tactics spot on, is a full-time job in itself.

With the best will in the world, you can google “How do I improve my website search ranking” and take a few punitive steps towards it. But you won’t get the results you desire any time soon.

A Freelance Consultant can put all of this in place for you and teach you a few tricks of their trade.

 All of the phrases we began with are true.

As a business owner, it’s imperative you put your business in the hands of experts.

This time next year, we can’t promise you’ll be a millionaire.

But we can promise you’ll have built a brand and awareness of said brand, increased sales and have a solid understanding of the next steps to work towards your ever-evolving business via sensible targets and objectives.

And if you want to work with Marketing Consultants that really, really care, get in touch with Icon today. We are here whenever and however you need us.

Hello! Is anyone listening? The magic of Radio and its similarities to running successful Social Media campaigns

It’s a while since I last wrote a blog, the truth is working in marketing you tend to neglect your own promotion in favour of your clients. But that’s no excuse it is important to be consistent. So today I wanted to talk a little about the wonderful world of social media. I remember being one of the first of my friends to sign up to Facebook in April 2007. Back then there was no Instagram, Snapchat, Pinterest and Twitter was only in its first year.

How far social media has come since then? Facebook now has in the region of 2.23 billion users. They’ve recently had a ‘rough’ time losing £90.8 billion of their share value following the Cambridge Analytica scandal (I must hasten to add the company is still valued at nearly £400 billion – yes billion).

What is true is that businesses of all sizes are looking to harness the power of social media. Just like any other media there are different channels which may be more suited to your target audience. Instagram users for example are predominantly aged between 18 and 29 and there is a greater tendency for them to be female over male. Whereas Twitter and LinkedIn users, tend to be older and more business orientated. Effectively utilising social media reminds me a lot of my time as a Radio Presenter. Different stations appeal to different audiences.

But the similarities don’t stop there. Just like the world of radio particularly commercial radio;

You need to plan…

Before each show I’d spend at least an hour prepping. My prep would include reading the local and national papers, checking on upcoming events, researching in to any new music that was added to the playlist, creating topics to encourage listener interaction. Planning was imperative to an enjoyable show (for me and the listener).  The same can be said for social media, making the time to produce a fortnightly or monthly social media plan will make the process of generating regular content a far less onerous task.

You’re promoting…

 In radio this is usually the station you work for, other presenter’s shows, local events or special guests. But equally as a business owner utilising social media to promote your business is a wise choice. What other media gives you the opportunity to directly promote your product/service to your customer?

You’re conversing…

Encouraging listener participation brings the show to life. One of my favourite features was my topical themed final song of the show, during this feature I would get listeners to get in touch suggesting a song themed around a news story from that day. People love to receive a direct response from a company, favourite brand or business . I once tweeted Screwfix about a great experience I’d had with their Cheadle store. They passed the message on to the store who responded to my tweet with a thank-you – I was touched. Conversing with your social media supporters encourages brand loyalty and sets you ahead of your competition.

You’re sharing…

 I remember a few years ago whilst I was working for Cheshire Silk 106.9 there were a number of school closures due to excessive snowfall. Silk became the go to station to find out whether your local school was closed. That’s one of the things I loved most about radio was its speed. If you were on air when a big story broke you could share it with you listeners instantaneously. That speed still puts radio ahead of other media such as print. You can utilise your brands social media to share something relevant in your industry or to your followers.

Sharing, conversing and promoting is the holy trinity as far as establishing a successful social media presence. But I would encourage you to exercise caution when utilising social media. Unlike the world of radio which is regulated by Ofcom anyone can get online through social media and share news, views, pictures and videos. Without the necessarily having the knowledge on what you should or shouldn’t share. I once received a piece of advice whilst working in radio which I still reflect on today ‘If in doubt, leave it out’.

Also avoid the temptation to sell too much. I once took a call from an irate listener during one of my shows for a commercial radio station following a particularly long ad break who asked ‘Are you running an advertising agency or a radio station?’ the truth was a little bit of both. But they raised a good point effective selling should blend in to overall content and be informative not overpowering,  if you ‘sell’ too much people will switch off or in the case of social media at a click of a button they have unliked/unfollowed your page.

Radio is a medium which will always remain special to me, my five years working for stations in Manchester and Cheshire has taught me so much. If you’d like to have a friendly chat about your social media or broader marketing strategy  feel free to get in touch kiesha@iconmarketingcommunications.co.uk