The Brexit effect;GDPR on the horizon;rising costs and squeezed budgets.UK businesses have been hit with a barrage of bad news over past months. As business owners, we'd all be forgiven for feeling somewhat bewildered; a little unsure of what to do next in the face of rapid change.Some will batten down the hatches. Some will downsize.Others will rise to the occasion.
We’ve all been in situations where businesses overstep the mark and rush to close their sales too early. Imagine looking in a shop window. Before you even step inside, the owner steps out with a full bag of goods and names his price. This is essentially what you’re doing if you put the cart before the horse with your email marketing and it’s a trap so many marketers continue to fall into. More than that - this simply isn’t how things work, nor is it necessarily permitted - particularly in a landscape where the ramifications of GDPR are still being felt. Prospects must be ‘warmed up’ before making a purchase, particularly in a landscape where the ramifications of GDPR are still being felt.
Celebrity spats, fake news, Presidential rants: social media may get all the headlines, but for B2B businesses looking to connect with their audience, email still rules the roost.
“B2B advertising doesn’t work.” It’s a statement we hear from business owners too often here at The Marketing Centre. And it’s simply not true. B2B advertising does work - but only when businesses know what they want to achieve before planning and running their advertising campaigns.
While the personality tests that tell you if you’re a left-brain logician or a right-brain creative are based on a myth, we do process different things in different areas of our brains. Visual input, language, logical reasoning and emotional responses are all handled by different portions of our grey matter. There’s no single part of the brain which makes us want to buy a product or service - which means that effective marketing has to talk to each key area in its own language.