Online marketing

Online, or digital, marketing is forever changing but a few concepts have been around for a while and are likely to stay. The basis for all your online marketing should be a solid website that meets your business or organisational objectives. Once this is in place, you can explore the other opportunities available like social media, advertising and email newsletters.

Websites

Whether you’ve already got a website you need updating, you want to start again completely or you haven’t anything to begin with, I can help you.

www.britishparking.co.uk

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While at the British Parking Association, I oversaw the specification, creation and build of a new website for the membership, as well as the association’s other stakeholders. We undertook a tender process to choose the best agency to build our site, and worked with them to ensure that it featured all the information and technical capabilities we required. Both the management team and the membership were delighted with the results, and we even won an award from MemCom. After its launch, we continued to introduce new features and keep the copy up-to-date.

Obviously websites move on and the site looks different today, although the main infrastructure remains the same. To see the site as it was when it was built, click here.

www.scouts.org.uk/shop

Screen Shot Scout shops copy example           Screen Shot Scout Shops copy example 2

I wrote copy and managed the banner ads for the Scout Shop website. We were appealing to two audiences (retail customers and the wholesale network) and had to be mindful of both when creating copy.

Email newsletters

A good email newsletter leads your customers or members to take a positive action whether that be to request a brochure, buy an item or book onto an event. Of course, you do need people to send your newsletter to and building a quality database, with clearly identified audiences, is key. There are various ways to do this and I can help you to create a list of prospects and send them information they want to receive.

Content

According to the Chartered Institute of Marketing, content marketing is the “creation and distribution of valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action”. In both of my last two roles, creating content was a critical part of retaining our members or customers. Elsewhere you may have seen the Healthcare Parking Charter which provides guidelines for best practice. For the Scouts we produced, in collaboration with Vango, recommended kit lists and, to help those new to Scouting, a series of instructional videos now available on YouTube. We can identify what resources you can produce that will be of value to those you are trying to attract.

Social media

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Many of you will have multiple personal social media accounts and you may have one or more for your business too, so you are probably familiar with a good number of them. However, are your business accounts working for you as you would like? Are they generating interaction with your customers? Are they helping to increase your customer base? Neither of these may be instantaneous but with some effort and time tools like Facebook, Twitter and LinkedIn can result in sales or sign ups. I will help you identify who you want to interact with, what your objectives are and how to achieve them. I can fully manage your social media or give you a plan or guidance to manage them yourself.

I oversaw the creation and management of various social media accounts for both the British Parking Association (which was a fairly brave move given the subject!) and Scout Shops.

Online advertising

Online advertising can take a number of forms from the ubiquitous Google ads to banner advertising. Facebook, Twitter and other social media platforms all now offer advertising opportunities. Campaigns can be undertaken even with a small budget, if targeting is carefully and cleverly done. Of course, on your own website and in your emails you also want to ensure you have made the most of every opportunity to advertise your products or events. We can identify ways to make your online advertising work the best for you. I have many years experience of managing Google Ads and other online advertising for a number of organisations with great success.