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.
With search engines being the number one driver of traffic to websites – beating social media by more than 300% – it’s difficult to conceive of a business that wouldn’t benefit from some form of SEO (Search Engine Optimisation). Search strategies will be different for every organisation, however - shaped by their individual needs, website style and format, and especially their target market. What do you need to know when organising your SEO efforts?
Most organisations calculate – or estimate – the percentage of funds they want to dedicate to marketing, then ‘build out’ their marketing plan within this figure. On the face of it, this approach makes business sense. After all: you don’t want to spend more than you can afford. But in doing so, how can you be confident you’re achieving maximum bang for your buck?
Business owners don’t always equate brand values with the valuer of their brand, but knowing exactly what you stand for is more than nice words and self-promotion. One of The Marketing Centre’s part-time marketing directors and branding specialists, Lance Hiley, explains how a little self-knowledge can add a lot of performance...