What’s my FREE marketing session all about?

March 22, 2013

What’s my FREE marketing session all about?.


FREE 40 minute Marketing session

January 7, 2013

Many small businesses and organisations, often as a consequence of day-to-day pressures on their time, have a stop/start approach to marketing.

This FREE 40 Minute marketing session will enable you to prioritise the key areas to work on and where to effectively dedicate your time.

Imagine how much more confident you would feel knowing that you had a marketing plan in place where you can measure the effectiveness of everything you are doing?

Delivered by a either a 40-minute video Skype, or meeting at my office, I will take you through the marketing essentials, to help you get right to the heart of what’s important when it comes to promoting your organisation.

Here is a short video to tell you more

Together we will explore and create a 5-point Action Plan that will help you:

Understand Customers’ Psyche – gaining powerful knowledge to build loyalty

Identify your ideal customer – so that you focus on the best opportunity

Make your business stand out – identify what makes it unique and special

Use the power of Social Media – to create manageable two-way dialogue with prospects, customers and advocates

Measure Marketing value – to find out what works best for you

At the end of the session you will have a personalised 5-point Action Plan to take forward and develop your business.

And if you need further support to achieve this, here are details of my Marketing support programme.

Does this sound interesting?

To book your session, call 07971 006 446 or email me.

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Jonathan Wainwright enables organisations to create commercial success through digital marketing, traditional communications and team development.

What is Social Media Optimisation?

January 16, 2012

It’s quite clear what Search Engine Optimisation (SEO) is all about, but what is SMO?

Now that Social Media is here to stay, the question that arises is, “How can we use it effectively to create customer loyalty and communicate messages to potential customers that will eventually increase sales?” The answer is SMO, as it overlays method and discipline onto Social Media in a way that allows activities to be assessed for ROI.

Because this is new, measurement criteria are not well established. So the challenge is to choose relevant metrics to make the whole area more meaningful and less ‘Wishy-Washy’. To those new to Social Media, it will create confidence as taking this approach means effort and investment can be compared with results.

To start the process I suggest making the following five areas the priority.

  1. Measure how interested your audience is in what you are saying. One measure of their interest will be their willingness to share. If you are not achieving this, stop and rethink your activity as this is right at the heart of Social Media. As well as content, think about ways to integrate and measure sharing through different social platforms; web, mobile and email channels etc.
  2. Reward activity. Rewarding ‘Liking’ or ‘Tweeting’ information, by an audience, is becoming more common because it can easily be measured.  Essential if you are using Social Media to launch a loyalty or referral programme. Photobox, a company who turn digital media into printed material, provide an excellent example of this. They have a first class referral scheme promoted via both their Website and through Social Media.
  3. Know what makes it easier to share. ‘One Click’ makes it easy for viewers to get to the information they want. It also encourages sharing, recommending or bookmarking. Use buttons and other widgets and don’t make your audience jump through hoops or put barriers in their way, as you will considerably reduce the click through rate. Analyse the page positions, media and formats that you use to establish where you get the best results.
  4. Measure over the long term. This will help you establish which sharing activities, platforms and types of promotion lead to the best business results; leads, sales or changes in brand preference. It may take many months for a viewer to purchase from you, so don’t expect instant sales. The metrics around the first part of the campaign will most likely be around building critical mass with conversion coming later.
  5. Share your expertise and content. Guest Blogging with strategic partners or perhaps creating widgets for embedding or sharing on other sites is a great way to achieve this. Inevitably, as you are appearing within someone else’s media, you are automatically receiving their endorsement. Links between sites like this will also improve search engine rankings. Again, simple metrics enable the impact to be measured.

None of this has to be complicated. Keep it very simple and you will soon get into the habit of checking the figures. That way you will start to quickly get a feel of what works and what doesn’t.

When you are designing your campaigns and planning your activity, think of ways to measure the impact you wish to achieve from the very beginning. It’s a discipline I can help with and one which, when you get right, will have a positive impact on the way you approach digital marketing.

Jonathan Wainwright enables organisations to create commercial success through digital marketing, traditional communications and team development.

Join me on Twitter and LinkedIn.

Digital marketing adds an exciting new dimension to communications

January 10, 2012

Traditional marketing was all about the product, the 4 P’s; product, price, place and promotion. Digital marketing has radically changed this, as the marketing focus has now become far more customer centric.

The emphasis has moved towards creating ongoing two way dialogue. It’s about creating new ways to purchase too. A good example being the option to buy online and then collect at the store, the customer chooses what’s most convenient for them. And most powerful of all, a brand new dimension enabling customers to communicate directly with each other, which was impossible before social media.

For most Companies, this means re-thinking their marketing and customer communication strategy and those that don’t are unlikely to survive. The impact Digital has is becoming clear. Statistics are available to demonstrate that it isn’t a fad or fashion, it’s now main stream. Last month according to the latest BRC-KPMG Retail Sales Monitor, internet, mail order and telephone sales lifted by 18.5%, when compared with December 2010.

That’s the strongest gain reported by the BRC monitor since December 2010 when non-food, non-store sales rose by 18%. And this has happened during a time of financial uncertainty, squeezed transport costs, job cuts, pay freezes and general high street trauma.

And as Smartphone sales grow, it will continue to gain importance as the digital age places more power in the consumer’s hands than ever before; via both landline and mobile. They have the ability to check prices, assess quality, check availability and understand what other users think, before any contact at all with the seller.

However, it isn’t all one-sided. There are considerable benefits for sellers too. They have the ability to forge stronger customer relationships than before – the Apple syndrome. They can gain new customers through pier group comment, gain valuable feedback for product development and achieve a lower cost per sale by combining high street and mail order distribution.

Inevitably Digital will impact upon every business or organisation. If you are assessing how to respond, then let me explain the relevant pressure points and how digital marketing can have the same positive impact on your business that high retailers enjoyed in December 2011.

Jonathan Wainwright

enables organisations to create commercial success through digital marketing, traditional communications and team development.

Join me on Twitter and LinkedIn.




Digital marketing removes the guesswork

January 3, 2012

The basis is very simple. Unlike the scatter gun approach of traditional media, digital enables you to reach the very heart of the people likely to become your customers. It’s measureable, precise and very effective.

GoogleIt’s all about two words, ‘Precision targeting’.

And that means very little waste when compared with traditional media.

Google AdWords is a great place to start. AdWords helps you to connect with potential customers in the right place and at the right time, by placing relevant messages on Google search results pages.

The impact can be phenomenal. For example a campaign by Nationwide Insurance had three objectives. Acquire new customers, direct users to agent locations and reinforce their brand. They achieved a 73% increase in their click through rate and a 60% increase in conversions on their branded campaigns.

As a result they now know precisely which branded keywords work best and now have a better understanding of what users were seeking when they searched for the brand.

So, ask yourself these two questions:

  1. Why do customers make contact with my business?
  2. Do I know the cost per enquiry and conversion for each customer?

And should there be any doubt in your mind, whatsoever, about arriving at an answer then let me explain and show you the positive impact that digital marketing will have upon your business.

Jonathan Wainwright – enables organisations to create commercial success through digital marketing, traditional communications and team development.

Join me on Twitter and LinkedIn.



How can you keep your staff motivated in difficult times?

July 12, 2010

Downturn, redundancy, pay freezes, recession are not words that inspire and motivate staff. So in times such as we have now, here are some ideas to help you keep your staff focussed, positive and getting a buzz out of working for your organisation.

The CIPD, in a survey of 2000 workers in 2007, established that 43% of employees are dissatisfied with the relationship they have with their line Manager. I doubt that this situation has improved.

The reasons for this are also strikingly clear:

– Poor Work/Life balance.
– Poor acknowledgement of their performance.
– Poor prospects, stuck in the same role for too long.
– Poor communication from the top.

So here are four ways to stop this happening?

1. Start a Talent Management Programme – encourage individual’s to develop their talents and skills within a blame free culture.
2. Communicate your organisation’s vision and strategy. Clearly show how decisions are reached and the direction the organisation is going. Make this a priority and make it precise.
3. Create a Coaching and Learning Culture. Encourage staff to work outside of their comfort zones to provide a challenge and help with their self development.
4. Introduce a 360 degree evaluation process, so that any Manager/Staff issues can be identified and worked through.

These activities will all help reduce staff turnover, motivate staff and help them achieve better performance for your organisation.

When you consider the disruption that staff leaving causes and the cost of recruitment and initial training, this type of activity is one of the best investments you can make in today’s challenging times.

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Marketing on a Shoestring for SME’s

April 29, 2010

When you are an SME with limited financial resources, you may have a huge passion and belief that you need to commit time to marketing. So what can you do to make your business really fly?

I gave a presentation about this, yesterday, at a Chamber of Commerce Safari event and these are my thoughts on the topic.

The first challenge is to be very clear about what your competitive advantage is and the second, to have processes in place that make sure you can measure the response to each marketing campaign that you run.

Fail to do either of these and you are potentially wasting both time and money. You won’t know what works and what doesn’t; and you will never get to the heart of why customers buy from you.

Here are my top ten tips for successful marketing on a shoestring.

1. Look at your business using a fresh pair of eyes. Act like a customer and take a long hard critical look at every aspect; from phone answering to the impression your Reception first gives. Get help with this from your employees, suppliers and advisers, record what you find so that you can make future comparisons

2. Identify the key benefits of buying from your organisation, really get under the skin of your product or service. And remember, a benefit is something that directly gives the customer something; saves money, saves time, provides emotional satisfaction etc

3 Check that the key benefits you have identified are actually ones that customers want! Now you can establish your competitive advantage. Compare your key benefits with those offered by your competitors. Your competitive advantage lies where you provide benefits that they don’t. This should form the heart of your marketing message

4 Become a customer in your own market place, buy something from two or three competitors and document the pros and cons of the process. If you can’t do this because they know you, get someone else to be the ‘Mystery Shopper’ on your behalf

5 Visit the MD of five customers on a ‘Boss to Boss’ basis, without any of your sales people. Ask them about their business and find ways you can work together to help them (and don’t make this a sales pitch)

6 Look for projects where you can work together at an early stage and give real ‘Added Value’ to your customers. This way you can ‘freeze’ out the competition

7 Understand and analyse how to create unique marketing ‘Hooks’ that will give enquirers a strong ‘Call to Action’. Get ideas from the networking events you attend and research what are your competitors are up to. Explore other markets to find transferable ideas

8 Create a variety of ‘Hooks’ that you can test through the different marketing channels you use. These might be price, buy one get one free; extended warranty; bundled product; extended warranty; free technical back-up; discount off next order or low rate finance. Alternatively purchase could be linked with a promotion or competition. Link these ‘Hooks’ with a Social Networking Strategy to build advocates for your organisation

9 Measure enquiries generated and conversion ratio to sales achieved from each channel you use. Stop anything that doesn’t perform until you can identify the reasons why

10 Remember that all of this is a continuous cycle that constantly needs updating, so make sure that you allocate the appropriate time on a monthly basis. This way you will get better and better at the marketing you do

These are all ideas that I have used to build my business.

They worked for me, so I know that they can work for you too.

Good luck!

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Click here if you would like to view the presentation slides.

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