Multitudes of marketing services but which one is right?
There are as many marketing services out there, as there are types of businesses, so it is important that you find a service that suits your needs. I may not offer that particular service, but I can certainly put you in touch with someone that can. As for my own services I have built them around the work that I have been doing in the media as well as other sectors for the last 15 years. I now offer them directly to brands and businesses as a marketing consultant. So if you’d like to find out more please get in touch.
What are marketing services?
There is no precise definition of marketing services, but in essence, it is one or more marketing function(s) (such as SEO or Content Marketing), that are packaged up and supplied to a buyer that has a lack of resource, experience or expertise to deliver that function in-house. Some times these services are very technical or require specialist expertise, other times the service is broader and more of a consultative marketing service across a range of different specialisms.
In my case, I have worked in traditional marketing, direct marketing also in media at the beginning of digital transformation, starting with email and display advertising, but quickly becoming experienced in all forms of digital marketing. Below is a selection of the services I offer, but if you want something bespoke or just want to pick my brains over a coffee please feel free to contact me.
Benefit from Experience
Having been both a Head of Marketing, Audience Director and a Digital Director of a pan European company, marketing strategy is something that I have always been interested in. I have built many long term plans for a variety of brands in the consumer sector. Below are the key marketing services I offer within my strategy offering:
- Research & Analysis
- Value Proposition Design
- Consumer Value Journey
- Channel Strategy
- Content Strategy
- Marketing Planning
I have a whole page dedicated to explaining how I can help your business with marketing strategy.
Services to attract new customers
Before getting into lower-funnel marketing, it is critical to define what your prospective customers look like, understand their behaviour and reach them through a well consider programme of marketing designed to raise awareness of your brand or product. This doesn’t happen immediately, and the best programmes establish a value exchange between consumer and product, as well as addressing pains that consumers have.
SEARCH ENGINE OPTIMISATION
SEO is now key to any modern marketing plan, as your website’s visibility in search results is one of the main mechanisms by which new customers can find your business.
As search has evolved so has search engine marketing, with the advent of snippets, answer boxes, local SEO and render budgets, it is more important than ever to have a cohesive SEO strategy.
– SEO Audits
– Keyword research
– On-page optimisation
– Off-page optimisation
– Link building
– Training for content producers
There are now more than 4 million pieces of content being produced every day, which means that competition for people’s attention has never been fiercer. The good news is that not all content is created equally, and therefore users attention is not distributed evenly either. By producing multi-award-winning content – Content Audits
– Persona creation
– Content pillars
– Channel strategy
– Production planning
– Delivery & execution
– PR Advice
ADVERTISING & MEDIA
John Wanamaker (founder of Macy’s) quote about which half of his advertising is effective has become legendary, but now thanks to technology it not actually true. It is true that some above the line channels are harder to measure than some digital channels, but that should not deter you. I offer a wide range of paid media marketing services:
– Google Ads (Adwords / PPC)
– Paid Social (Facebook, Instagram, Twitter, Snapchat)
– Cost per install campaigns
– Lead generation campaigns
– Platform training
– Display media
Marketing services to convert users into customers
There is not a lot of point in just attracting an audience without then building a relationship with them and converting a proportion of them into customers. Many channels have traditionally lent themselves to this task but as a direct marketer, I can assure you most marketing channels can be used to convert audiences into customers if you how the right setup and knowhow.
Remarketing is the technique of tracking users that you already have touch points with and then at the right time serving them an offering that is of interest. Traditionally this has been done through digital display, but now it is possible to tie up user behaviour across most social platforms and Google properties and deliver offers in users platform(s) of choice.
Broadly speaking CRO is the process of getting more of the users that reach your site to do what you want them to do. Typically this is purchasing something, but you might als want them to sign up to a newsletter, download some information or install your app. CRO is all about tracking users behaviour, identifying barriers to conversion and then iteratively improving the experience to remove these barriers. Sometimes these barriers are practical, but oftentimes they are more emotive or psychological.
– User journey modelling
– Card sorts
– Conversion funnels
– Landing page optimisation
– Testing (a/b or multivariant)
A core element to having an effective marketing programme is making hard sales. Having been a direct marketer for over 15 years I have wealth of practical marketing knowledge, of how to do this. Marketing tactics and channels may come and go, but the core principles of targeting, formats, offer framing and creative remain the same. I undertaken the following types of campaigns for a variety of clients:
Google Ads conversion campaigns
– Paid Social
– Cost per install campaigns
– Purchase campaigns
– Remarketing campaigns
– Affiliate campaigns
Keep users engaged with your brand
Retention marketing is an often overlooked area of marketing and can encompass many different channels and tactics if approached in the right way. It could involve designing users journeys that keep customers engaged, identifying customers that are likely to churn, or offering experiences that are exclusive to them. Increasing this involves personalisation, data segmentation and communication programmes.
Email marketing is often the go-to channel for retention marketing as it is cheap (relatively), controllable and most providers offer rudimentary segmentation services.
I started my digital career with email marketing, and although the technologies have evolved over the years there are still core principles that remain true.
– Email Service Provider (ESP) selection
– Analytics and reporting
– Content recommendations
– Best practices
The vast majority marketing plans will involve an element of Social Media in their marketing mix, but quite often it is abused or misunderstood. With the proliferation of the number of platforms out there and the constantly evolving landscape, it is no wonder that a lot of businesses are misaligned with their audiences or are trying to leverage platforms in wrong way, which can damage their reputation and losing them money.
I have recruited and managed both social and editorial teams to work across most major social platforms including:
DATA & ANALYTICS
Having a deep understanding of how users interact with your brand can have a long lasting impact on your business. Data driven analysis and insight is a key component to understanding your customers; how to improve your online experience, develop products and to inform strategic decision making. I have worked with a huge range of analytics tools including:
– Google Analytics
– Apps Flyer
– Adobe Analytics
If you want to improve usage of your site, identify where and why users are leaving it, or are considering developing a new website, please drop me a line to find out how I can help.