Successful marketing begins with a rock-solid strategy. Your company’s goals, how might you achieve them, your marketing plan, creative and – of course – finances are all essential elements. But whether you’re planning for the 12 months ahead or implementing shorter projects throughout the year, even the best-laid plans will fall short without a well-considered budget. Setting the right marketing budget can be a minefield. Sharing notes with our Liberti group partner, The FD Centre, we’ve compiled a list of five budgeting pitfalls to avoid at all costs.
Digital marketing is marketing delivered through digital channels. As a term, it covers search engine optimisation, websites, social media, email newsletters and mobile apps. It’s broad, diffuse, and often demands specialist skills and experience that come from dedicated personnel. However, a lot of digital specialists aren’t marketers. They’re not strategists. And they tend to view success on their own terms: if they’ve got you the views, likes and shares, their job is done. They’re not thinking in terms of money spent and money gained, and they sometimes struggle to prove the return on investment - how their activity impacts the business’ bottom line.
Marketing is plagued by mythology. Day-to-day, we deal with many misconceptions and malversions: misguided ideas which too many business leaders have come to believe. Often these myths aren’t malicious, they usually come from a lack of understanding around what makes great marketing or from having being burnt by bad practitioners in the past. We’re here to clear things up. In this series of articles, we’re taking those myths to task one by one. We’ve already tackled “marketing is all about lead generation.” This week, the view that marketing is all inspiration and not so much perspiration.
If you don’t have effective marketing, do you have a business? How will you ensure growth? Secure leads? Build brand awareness? How will you hold on to your existing customers, or bring new ones through the door? Without a full and joined-up marketing strategy, businesses struggle to make sales – and eventually, to exist altogether.
We’ve written before that it doesn’t matter which CRM is ‘best’, and that’s true to an extent - but there are still pros and cons to each. For guidance, we’ve drawn expertise from our network of marketing directors and partners to explore CRMs from the viewpoints of sales, marketing and IT - the three sectors most involved in implementing a CRM in the workplace. Our three experts will walk through the whole process of deciding what kind of CRM is suitable for your business - and then highlight what systems they chose and why.