KG Moore https://www.kgmoore.co.uk Forward thinking marketing Wed, 21 Jun 2017 10:14:29 +0000 en-GB hourly 1 https://wordpress.org/?v=4.8 5 reasons why marketers need to get out from behind their desks https://www.kgmoore.co.uk/marketers-need-get-behind-desks/ Tue, 20 Jun 2017 12:46:50 +0000 https://www.kgmoore.co.uk/?p=16994 When was the last time you sat with a customer and discussed their needs and goals, gaining customer insight? I don’t mean just conducting research and surveys. While surveys are good, that is only a start. I mean sitting in the car with a sales representative, conducting sales meetings and site visits – actually visiting the […]

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When was the last time you sat with a customer and discussed their needs and goals, gaining customer insight? I don’t mean just conducting research and surveys. While surveys are good, that is only a start. I mean sitting in the car with a sales representative, conducting sales meetings and site visits – actually visiting the customer, touring their premises and understanding their business. How many marketers do this on a regular basis? 

There are a few of us who do.

I’m spending most of my time gathering customer insight,  developing buyer personas and mapping customer journeys for my clients. It is critical to meet customers in their offices – so much insight gained this way. I’ve been turkey factories, chemical product factories, product warehouses, automotive garages, car dealer lots, call centres, storage tray manufacturing facilities, food factories, architect firms, engineering firms… and so much more. It opens up your eyes to what data alone can’t tell you. 

Visiting clients opens up your eyes to what data alone can’t tell you. Here are 5 reasons why marketers need to get out from behind their desks:

1. Gain deeper insight and inspiration 

Insight leads to inspiration and more effective marketing. Visiting clients enables you to see their challenges and goals first hand. It will enable you to uncover something important, the survey research alone can’t find.

2. Improve relationships and collaboration with sales

I always ask to tag along with the sales team. Marketing and sales get greater results when they work together.

3. Learn about customer journeys

The customer journey will help you understand the decision-making process that buyers go through. By asking smart questions, listening and probing for deeper understanding, you’ll find out more about customers needs – and that will get you excited. It will also generate customer loyalty and referrals.

4. Improve marketing ROI and profit

If you aren’t actively engaging with people outside of your four walls you could be at the risk of solving the wrong problem, or worse, building something that no one cares about. Get an understanding if they will buy it, before you start.

5. Develop case studies

While gathering insight, use the time to develop a case study. It will provide valuable evidence of your capabilities, and can act as a lead generation tool if promoted correctly.

Sure, customer interviews and gathering customer insight takes time, effort and a bit of money – and this is why they are often ignored. But, if conducted properly, they provide a valuable mechanism for validating product/market fit, improving customer experience, and lead generation. So that means business growth.

How often do you speak to your customers directly and feed this into the marketing process? If you are not sure where to start, get in touch. We’d be happy to help.

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What Marketers do all day – the whole truth revealed https://www.kgmoore.co.uk/what-marketers-do-all-day/ Wed, 19 Apr 2017 14:44:46 +0000 https://www.kgmoore.co.uk/?p=16984 What do marketers do at all day at work? If there is one thing about life as a marketer, it is certainly never boring. And with the pace of change in marketing, we are always on our toes. Changing technology and Google make sure of that. Marketing today is incredibly challenging. Everyone wants results. Few […]

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What do marketers do at all day at work? If there is one thing about life as a marketer, it is certainly never boring. And with the pace of change in marketing, we are always on our toes. Changing technology and Google make sure of that.

Marketing today is incredibly challenging. Everyone wants results. Few have the budget to pay for it. And in the wake of Brexit, many a marketing budget is being cut.

When asked what we do all day, often we marketers don’t do ourselves any favours. Instead of explaining what can be quite complex, we use our talents to simplify the complex. Some say they colour in the lines. Other say they do pictures or words. Or they build websites. Clearly, it is not as simple as that – and we want to show you why.

We will be posting a weekly marketing blog (and eventually a Vlog) giving you some insight into what marketers do all day. You can use the information any way that suits you. Perhaps you might be considering a career change. Or maybe you are a business owner wanting a glimpse into what a strategic marketing agency does. Follow along for a useful glimpse into our activity and the activity of other marketing agencies around Colchester. You might just see something that enables you to improve your own marketing activities.

Actually, I’m pretty sure that you will.

A short list of what marketers do all day

Here’s a look into some of the things that we will cover. If there’s anything else you’d like to see. Let us know. We’d be happy to add it.

Campaign planning
Marketing project Management
Use of strategy tools
Content marketing
Email marketing tactics
Data Segmentation
CRM integration
PR
SEO
Graphic Design
Web Development
Marketing automation

Whatever your motivation, make sure to subscribe to Strategic Insights and follow along for a glimpse into what marketers do all day. This is going to be fun!

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7 ways marketers learn from failures and achieve greater results https://www.kgmoore.co.uk/7-ways-marketers-learn-from-failures/ Thu, 16 Mar 2017 16:47:40 +0000 https://www.kgmoore.co.uk/?p=16971 Smart marketers learn from failures and dig deeper to build on mistakes. Very few marketing campaigns achieve desired success rates when they are first released. Approximately 3 out of 10 campaigns will succeed.  It’s the marketers who learn from failure and learn about failing forward fast, who will bring in the leads and desired business […]

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Smart marketers learn from failures and dig deeper to build on mistakes. Very few marketing campaigns achieve desired success rates when they are first released. Approximately 3 out of 10 campaigns will succeed.  It’s the marketers who learn from failure and learn about failing forward fast, who will bring in the leads and desired business growth.

A great marketing campaign or account based marketing tactics can make all the difference to the sales pipeline and to monthly revenue. But a great campaign does not come easily.  Here are 7 ways that smart marketers learn from failures and turn them into greater results.

1. Review your numbers

Review your analytics and scrutinise results. Analyse key metrics such as landing page performance, CTA performance, email open and clickthrough rates. Make sure you always launch a campaign that links to a landing page that has a form. Without these essentials, you’ll have little data to work with, making it difficult to know what is or is not performing well. If you get high clickthroughs, but few conversions, you may have a strong offer but the landing page let you down.   If your email open rate was low, your subject line may have let you down. If open rates were high but click through rates were low, your content did not appeal to your audience.

2. Start with a good campaign and test

First and foremost, ensure that the marketing campaign drops people into a good funnel. Make sure that you have created a funnel that will break even before you pour more spend into driving traffic and engagement in your campaign.  Start with the essential basics and get it out there fast – to test it. Don’t spend 3-4 months building a campaign. Get a reasonable offer live, test and measure until it breaks even. Once you reach this point, you can put more budget behind driving traffic and engagement.

Remember, only 3 out of 10 campaigns will break even, so get your campaigns live, so you can determine the reasonable performing offers – the winners –  that you can then improve on and achieve results from.

3. Review your email data

If you are using email marketing, make sure your email list is accurate and contains data for your target audience. Check your data and make sure it is relevant. Then organise your data into segments for smarter marketing. Segments based on your buyer personas and on where someone is at in your sales funnel will help to create better-targeted campaign content that will convert. As your marketing efforts improve, you can introduce the concept on micro-segments, enabling you to respond dynamically to events, creating opportunities to reach or to those segments. We’ll touch more on micro-separates in a separte blog post.

4. Interview or survey buyers

It’s important to talk to your audience. Without insight, you may be offering a service that they don’t need, or one that cannot solve their pains. Talk to your buyers. Gain customer insight that can help you shape your value proposition and a promise that they cannot refuse.

5. Hold win/loss reviews with sales

A smart marketer will know how to work with sales leaders. You should hold regular win/loss reviews with your sales team to uncover both problems and opportunities.

6. Summarise findings

Synthesise the information collected during the first five steps. Suggest a marketing plan of action. Highlight trends and itemise the major lessons learned.

7. Take Action

The data collected and time spent reviewing performance is worthless until it is acted upon. Decisive action is critical to the success of your marketing and your organisation. Look for opportunities to move forward on two levels: Quick fixes and long-term tactics.

Quick fix.  If there is an opportunity to save a deal you reviewed, do it. If there are ways to improve lead generation do it.  Take what you’ve learned and put it into action immediately. Long-term tactics. If you have learned information that requires longer term action, such as a nurture campaign, or account based tactics for growth, plan it. Then take action to start implementing the plan.

Join the smart marketers who learn from failures and dig deeper to build on mistakes. Be the smart marketer who refines their campaigns and tactics. Be the smart marketer who will bring in the leads and desired business growth. Learn smart marketing tips by subscribing to the Strategic Insights marketing blog.

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7 tips to stay focussed on marketing success https://www.kgmoore.co.uk/marketing-success-tips/ https://www.kgmoore.co.uk/marketing-success-tips/#respond Wed, 08 Mar 2017 05:54:20 +0000 https://www.kgmoore.co.uk/?p=16962 As marketers, it’s easy to feel overwhelmed and unknowingly compromise marketing success. Our to-do list gets longer, our inbox gets filled with an abundance of email marketing. We can’t help ourselves – we like to see tactics used by our fellow marketers. Coupled with alerts from various platforms, new marketing technology launching on a daily […]

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As marketers, it’s easy to feel overwhelmed and unknowingly compromise marketing success. Our to-do list gets longer, our inbox gets filled with an abundance of email marketing. We can’t help ourselves – we like to see tactics used by our fellow marketers. Coupled with alerts from various platforms, new marketing technology launching on a daily basis, and Google constantly moving the goal posts, it’s no wonder we struggle to keep up with it all.

But do you have to keep up with it all?

I don’t think so. Focus on what is relevant and filter out the noise. That’s how to stay productive. To help, here are 7 simple tips to declutter and stay focussed for marketing success. Your ability to keep focussed will impact your marketing results.

Tip 1: Organise priorities for the next day

First things first. At the end of each day, review your objectives for the next day, and your marketing controls for the day’s marketing activity. What are the critical tasks that will have the biggest impact on results? Identify your most important tasks in advance—before all the pressures of the next day arrive on your desk and in your inbox. Ensure you get these done. We know all hell breaks loose during the day, so don’t let that get in the way of mission critical activity that will impact your monthly results. Block out your calendar for the first few hours of each day to conquer your most challenging task.

Tip 2: Update your marketing project management system

Of course, you have marketing project management in place to track all of your marketing tasks. (If you don’t start now) Review all overdue tasks and reschedule them. Review all tasks for the day and ensure resources are well briefed so they can complete them on time.  Make sure you’ve configured your reports so you can quickly see all tasks allocated to each resource, and any issues for delivery if workloads are high.

Tip 3: Evaluate your overdue tasks

If a greater portion of your tasks is overdue, it’s time to assess how much you are trying to complete. Less is more. Clear the clutter and eliminate tasks the will have little impact. Dedicate your attention and focus on what will deliver the greatest results. If everything is important, then it’s time to review your resourcing, if budget allows.

Tip 4: Hold regular communications updates

Keeping everyone in the know will accelerate marketing success. It also enables you to eliminate any distractions your team may have. Resources pull together and achieve more through collaboration. Set a schedule and stick to it. Whether it is weekly or daily, find a routine that works well for your team.

Tip 5: Simplify

It’s easy to get carried away and over complicate things. Don’t. Keep it simple. With marketing automation, it’s easy to get distracted by the tech. Don’t. Use the tech to structure, simple funnels. Don’t make what I call spaghetti, a tangled mess. If it’s simple, it’s easier to manage, and easier for our prospects to understand.

Tip 6: Know what to Keep up with

Is the future is shaped by those who keep up? I think it is shaped by those who identify a need and utilise what is relevant to delivering a solution for that need. That doesn’t necessarily mean keeping up with everything. It’s important to keep learning and to be aware of changes in marketing, yes. Find smarter way to achieve this, saving you time, like subscribing to useful blogs such as Strategic Insights. We will be posting another blog soon with a list of the best marketing websites to follow. 

Tip 7: Reflect on the day’s achievements and your analytics

It can be easy to lose sight of achievements after a long day. Taking just a few moments at the end of the day to review campaign performance and analytics. Use your data.  Reflect on and celebrate your marketing success to put things into the proper perspective, giving you encouragement for the coming day. It also helps you overcome the discouragement that often comes with setbacks.

Learning to focus on what will deliver results. Closing yourself off from distractions will have a positive impact on your marketing success. Good luck with these tips. Let us know if they help. If you need any further help with your marketing, get in touch

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Infographic: 3 ways to move a customer through your sales pipeline https://www.kgmoore.co.uk/infographic-3-ways-to-move-a-customer-through-your-sales-pipeline/ https://www.kgmoore.co.uk/infographic-3-ways-to-move-a-customer-through-your-sales-pipeline/#respond Tue, 21 Feb 2017 16:23:39 +0000 https://www.kgmoore.co.uk/?p=16943 How your customers move through your sales pipeline is out of your control. But don’t assume you can’t shape and guide that customer journey. You can and you should. Your sales and marketing teams can work together to shape the customer journey. They can move a customer through the sales pipeline faster using a few […]

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How your customers move through your sales pipeline is out of your control. But don’t assume you can’t shape and guide that customer journey. You can and you should.

Your sales and marketing teams can work together to shape the customer journey. They can move a customer through the sales pipeline faster using a few tips and ideas in this infographic from our friends at Salesforce.ca

Content marketing can give your sales team more tools, to help them positively affect the customer journey. Those helpful articles, images, eBooks, whitepapers, infographics, social posts videos and webinars can meet a whole host of different goals, from capturing interest to capturing personal details.

Content marketing has a number of purposes, and its goals may be widespread—from increasing customer satisfaction to generating leads—but its primary focus is clear. Your content exists to support the customer journey, ultimately helping your sales team succeed. When based on a Content Marketing Strategy, your content marketing will generate even greater results.

Of course, your salespeople have to nurture their relationships with leads and customers. Only two percent of sales occur after the first meeting, which means each sale takes time, effort, and patience.

To ensure your relationships are nurtured properly over time, use marketing automation through a marketing funnel to keep in contact, moving prospects through your sales pipeline, at the right moment. Using marketing automation technology, you could potentially see a 360% higher conversion rate than with basic sales efforts.

If you require help with developing your marketing funnels, content for your funnels or marketing automation system set up, we are here to help.

Click To Enlarge

3 Ways to Move a Customer Through Your Pipeline

Via Salesforce

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Five Simple Marketing Project Management Tips https://www.kgmoore.co.uk/five-simple-marketing-project-management-tips/ https://www.kgmoore.co.uk/five-simple-marketing-project-management-tips/#respond Fri, 13 May 2016 07:00:22 +0000 https://www.kgmoore.co.uk/?p=16898 The job of a marketing project manager is to make sure everything and everyone is on track, so your marketing projects get delivered successfully – on time and on budget. But managing multiple projects can be highly stressful – particularly if you don’t have a structured, sensible approach. Here are some of my top tips […]

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The job of a marketing project manager is to make sure everything and everyone is on track, so your marketing projects get delivered successfully – on time and on budget. But managing multiple projects can be highly stressful – particularly if you don’t have a structured, sensible approach.

Here are some of my top tips for successful marketing project management in a busy marketing environment.

1. Open your lines of communication

There’s probably nothing more important than communication. Right from the outset, project communication needs to flow easily between everyone involved, whether that’s setting clear objectives to ensuring a streamlined final handover or launch.

Beyond giving your team the support and resource they need, communication with all stakeholders is a key part of a successful project. With complete transparency, you can gain trust and keep people in the loop, particularly if there are issues or delays. Open communication with all stakeholders is key to the success of projects and managing expectations.

2. Keep it real

It’s always tempting to say things that make stakeholders happy. But nobody wants to be sold an idea that isn’t possible to deliver within the constraints of the budget and the agreed time-scales. If expectations aren’t realistic, a happy stakeholder now is a frustrated one later.

Set realistic milestones, project timings and completion dates that you can comfortably deliver on – and leave space for unexpected issues and delays.

3. Be personally organised

Keeping a team and a project organised begins with you. Personal organisation and file management makes the life of a project manager much easier.

There are a range of online platforms, workflow tools, and project management systems that can help you organise resources. With that kind of support in place, you can be a constant source of information for your team – the person that makes sure everything is always where it should be and accessible to those who need it.

We use Wrike as our project management system, but there is a long list of applications to choose from. Find one that is right for you and your marketing projects.

4. Lead and support your team

The role of a project manager is to keep things organised and to support your resources. Being on top of your team management should be your daily priority. Routinely check the progress of projects and make sure milestones are met. If not, be an ever-present figure to provide extra support as required.

5. Always have a backup

Finally, there is never an excuse for not having a backup or a contingency plan. Project managers need to react fast as projects progress and change, and they rarely follow the predictable path you expect. Always make sure you can access extra development resource, or you have another copywriter up your sleeve. It’s the only way to alleviate those last-minute episodes of ‘house flooded’ or ‘computer died’, which will always try to catch you out and keep you on your toes.

The biggest obstacle to managing projects successfully is juggling project management with everything else you have to do. Instead, why not leave your project management to a team that’s experienced in delivering streamlined workflows end-to-end?

We’ll help you improve your communication, keep your team productive, and deliver projects that exceed customer expectations. If you’d like to find out more about how we could help with your marketing project management, call us on 01206 848 458.

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Comms Dealer Awards Finalist https://www.kgmoore.co.uk/comms-dealer-awards-finalist/ https://www.kgmoore.co.uk/comms-dealer-awards-finalist/#respond Thu, 05 May 2016 09:50:16 +0000 https://www.kgmoore.co.uk/?p=16886 We are pleased and excited to announce that KG Moore has been shortlisted as a finalist in the category Marketing/PR Agency of the year for this year’s Comms Dealer awards. The shortlist was announced on the 12th April 2016.  The winners will be announced today at a glittering luncheon at London’s Park Lane Hotel. Yes, we […]

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We are pleased and excited to announce that KG Moore has been shortlisted as a finalist in the category Marketing/PR Agency of the year for this year’s Comms Dealer awards.

The shortlist was announced on the 12th April 2016.  The winners will be announced today at a glittering luncheon at London’s Park Lane Hotel. Yes, we should have announced this earlier, but we’ve been too busy pushing out marketing for our clients – so busy that we can’t be there today to enjoy the festivities. Good luck to all finalists including Colchester, Essex based Loop Voice & Data who are up for two awards!  We know how hard you’ve worked to get this far.

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Jargon terms and why they’re bad for business https://www.kgmoore.co.uk/jargon-terms-theyre-bad-business/ https://www.kgmoore.co.uk/jargon-terms-theyre-bad-business/#respond Tue, 03 May 2016 12:21:38 +0000 https://www.kgmoore.co.uk/?p=16878 Most of us have seen sentences like this, “We need to drive sales of customer solutions through an integrated, personalised approach to strategic management policies,” and had no idea what they mean. Unfortunately, that’s also how our audiences feel when we litter our content with marketing speak. If we want our customers to listen, it’s […]

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Most of us have seen sentences like this, “We need to drive sales of customer solutions through an integrated, personalised approach to strategic management policies,” and had no idea what they mean. Unfortunately, that’s also how our audiences feel when we litter our content with marketing speak. If we want our customers to listen, it’s time to ditch the jargon and start making sense.

Buzzwords, marketing speak, corporate jargon – whatever you like to call it – does very little for business. As marketers, we’re often compelled to use marketing lingo, and, in some instances, that’s fine. But we need to think about our audiences – people who are unlikely to be impressed by the same terminology.

Clients, customers and prospects are busy people. They have little time for interpreting jargon. They need information in clear, plain English so they can quickly make decisions about products or services. And, if we’re smart, we’ll avoid blinding them with corporate speak because they simply won’t stick around to listen.

This marketo.com blog does a great job of clearing out marketing words and phrases that are already losing favour. But now it’s time to ditch the more common jargon terms, some of which we’re so used to using that we’ve forgotten they’re jargon in the first place. See if you agree:

Reach out: in the context of, “I’m going to reach out to the Asia office and see if anyone there has availability.” Why say reach out when you can just say call/talk to/speak to/ask?

Ping: As in, “Ping me.” In the dictionary, ‘ping’ is either a high-pitched sound or refers to troubleshooting internet connections. But for some reason we’ve adopted it for, “Send me an email”, or “Contact me”.

Going forward/moving forward: “We will be extending our services moving forward.” In the context of time (to which this refers) we aren’t going anywhere but forward! So, unless you’ve invented time travel and, therefore, have alternative possibilities, leave it out completely – it adds nothing.

Utilise: ‘Utilise’ offers nothing that ‘use’ doesn’t. ‘Use’ is fine.

Skill sets: Do we have to have sets of skills? Or can we just have skills?

Pain points: People have problems, challenges, issues. Pain points sound like they might only hurt if prodded.

Leverage: “We will leverage the expertise of the team.” Unless you need to dig the expertise out of the ground with a trowel, just say ‘use’.

Facilitate: This is a word we’re more likely to write down than say out loud. What about ‘help’, ‘aid’, ‘promote’?

Bandwidth: Perfectly fine if you’re referring to your broadband. If you’re talking about your time, however, just say ‘time’. It’s far less confusing.

Incentivise: One of those words where ‘ise’ has just been tacked onto the end making it cumbersome and mildly unpleasant. ‘Motivate’ is a nice, simple alternative.

Growth hacking: To end on a particularly tricky one, growth hacking is a marketing term commonly applied to the act of using different tactics to grow your customer base. Aside from the fact that it’s a term people are almost certainly going to need to Google, it also infers this marketing process is a touch shady and underhanded. 

For every jargon term, there’s almost always a perfectly acceptable alternative that makes more sense. If you’re unsure, there’s an easy way to determine whether your words are plain English. Read your sentence out loud. If the words you’ve chosen aren’t words you’d normally use in an everyday conversation with a friend, don’t use them in your content.

If you’d like to know more about how KG Moore uses plain English to deliver high-quality, searchable content, call us on 01206 848 458.

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Are you giving your competitors an edge? https://www.kgmoore.co.uk/giving-competitors-edge/ https://www.kgmoore.co.uk/giving-competitors-edge/#respond Wed, 27 Apr 2016 15:52:18 +0000 https://www.kgmoore.co.uk/?p=16872 More organisations are benefiting from data-driven decision making. Companies of all sizes are investing in a better understanding of their customers and their competitors, and using that intelligence to make informed strategy decisions – in order to win. While detailed market research was once the preserve of large enterprises with big budgets, that’s changing fast. […]

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More organisations are benefiting from data-driven decision making. Companies of all sizes are investing in a better understanding of their customers and their competitors, and using that intelligence to make informed strategy decisions – in order to win.

While detailed market research was once the preserve of large enterprises with big budgets, that’s changing fast. According to a Market Research Society Study from the Market Research Society (MRS), the sector has grown 62% since 2012 – and, crucially, in-house researcher roles have grown dramatically.

So if you’re not doing the same, you’re giving your competitors the edge.

Why is market research more integrated?

Good market research comes with a huge number of benefits. The MRS study highlighted increased efficiencies (knowing where to direct your marketing efforts for the best results), more confidence in decision making (you have the facts), and cost savings (less wasted effort).

However, market research only has real value when you invest the knowledge it gives you into customer insight, and use it to guide your decision making. As a result, companies are increasingly using market research as an integrated, day-to-day function – not a tool to be turned to sporadically.

Thankfully, new data analysis and research techniques make integrated market research more accessible than ever.

Where businesses are focusing their market research

The MRS study doesn’t just prove the value of effective market research, but shows which methods and technologies are being used most often. The study highlights the four biggest growth areas:

Data analytics

An increased use of data analytics allows companies to make strategic decisions based on facts. Data analytics analyses raw data about your market and allows you to highlight patterns in customer and market behaviour, enabling you to react quickly and with a competitive edge. Large online firms such as Amazon, Netflix and Google were early adopters of data analytics, but there are now a large variety of data analytic platforms available that businesses of all sizes can benefit from.

Qualitative research

Market research is of no value unless it’s actionable. So qualitative research turns big data into smart data, going beyond the numbers to help you understand what your target market thinks – and why.

This can also include developing buyer personas – complete, clear identities for the people who make up your target market. As part of developing a buyer persona, you can make sense of:

  • What they will respond to
  • What pain-points they face that made them find you
  • What barriers there are to conversion
  • Who the critical decision maker would be

As a result, you can understand what your marketing strategy and content should do at every stage of your sales process.

Social media/web monitoring

An effective online presence is imperative but it can be difficult to monitor and make sense of how your business is performing online. Monitoring lets businesses see which parts of their online offerings are effective, and where leads are being produced.

It’s also possible to learn how a target market interacts online, so you can tailor your online experience and marketing activities to your customers. Social monitoring platforms such as Nuvi and Sysomos monitor and analyse social interactions, giving companies valuable, actionable insights into their social presence. Similarly, Sprout Social is a great tool for companies of any size, allowing you to schedule and publish social media messages and also providing analytics.

Online/mobile surveys

Consumers are being bombarded with requests for feedback, with the growth in use of mobile devices reflected in the number of surveys that can be answered via a choice of devices. Technology here is important, if you say your survey can be answered via mobile, it needs to work well but as with all market research, it’s essential to ensure you ask the right questions and know how to encourage your target market to respond.

Putting market research into practice

As more companies use in-house market research, there’s just one problem – a predicted future skills gap of skilled, diligent researchers who understand the practical business role of good research.

How are you handling your market research? Do you find it easy or overwhelming? We’d love to hear from you – please share your thoughts. If you need support with any of the above areas, we would be happy to help. Call us on 01206 848 458.

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Four marketing tips to help SMEs grow in 2016 https://www.kgmoore.co.uk/four-marketing-tips-to-help-smes-grow-in-2016/ https://www.kgmoore.co.uk/four-marketing-tips-to-help-smes-grow-in-2016/#respond Mon, 30 Nov 2015 15:57:13 +0000 https://www.kgmoore.co.uk/?p=16743 It is no doubt that SME’s may find it challenging to drive lead generation and attract new customers. Powerful marketing requires making a personal connection and understanding buyer needs and issues. Decision makers expect highly informative content and information, easily and readily available. They simply do not have the time for fluff, they want to […]

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It is no doubt that SME’s may find it challenging to drive lead generation and attract new customers. Powerful marketing requires making a personal connection and understanding buyer needs and issues.

Decision makers expect highly informative content and information, easily and readily available. They simply do not have the time for fluff, they want to see how a product or solution will genuinely benefit their business, the ROI – importantly the cost and initial investment, whether it is time, money or resources.

Here are four top marketing tips for businesses to help them get their message out clearly and effectively.

 

1. Undertake more Content Marketing

For any business, one of the most important assets for growth is its website. It is fundamentally the place where you can have control over what your audience reads and the actions they take. Website analytics deliver the data needed to calculate, analyse and review ROI on certain areas. Whether it is goal competition and lead generation, to social media shares and traffic sources. Your website tells you what is working, and what is not. If you are not using this data, you are missing a big trick.

To attract more traffic to your website, give your target audience something of value, give them something that will educate them. And make sure that you optimise this content, with on page signals for Google – keywords in titles is a must. Know your keywords and develop a keyword strategy.

High quality content and resources given away are perfect starting points and should be one of the first goals you set up to capture prospect data. Once they are captured, pull them straight into your CRM, with integrated forms, and deliver an automated personal email message to them and a task alert to your sales team. Impress them with your one to one personalised communication.

 

2. Social Media

Social media accounts give you the ability to push your message wider and enhance your SEO efforts, at little cost. It has the power to amplify your message and get it across to audiences that may other wise be difficult to reach.

The potential of social media can be leveraged only if you know which the best platforms for your business. According to the 2015 Social Media Marketing Industry Report published by Social Media Examiner, Facebook and Twitter were the preferred marketing platforms for B2C businesses whereas LinkedIn was the top choice for B2B businesses. Know where to be, by knowing where your customers and prospects are. Engage with them where they want to engage.

 

3. Invest wisely

Many small businesses, especially those in B2B sector, choose to spend the bare minimum on marketing activities and essentials. When budgets are tight, marketing is always the first area to suffer. The most essential item to invest in is developing a strategy and a plan to implement it. A clear strategy will help you define and create a sustainable competitive advantage. Once you have a clear strategy, begin implementing activity in a consistent manner. A small steady amount of regular marketing every month is more powerful than two expensive bursts every year. Create a budget and invest in activities that will deliver the greatest return. If you are unsure of what will deliver a return, start by looking at what you can currently measure. Check current performance and see what is working best. A marketing audit can also help to identify marketing opportunities that you might be missing out on.

 

4. Act Local

Small businesses have more stake in local marketing dynamics. Invest time an effort in local SEO. Optimise your website and build links that help you get found locally. Know your keywords and know which web pages are structured around which terms. Link to your Google+ listing. Another thing to do is to properly embed a Google Map. And most importantly, make sure you have your local keyword on your homepage title tag. So if you are a business based in Colchester, selling your services to buyers in Colchester, make sure Colchester is in your page title tag.

If you only do 4 things with your marketing in 2016, consider following these 4 simple tips. If you need any assistance, we are here to help.

 

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The Importance of good data management in your CRM system https://www.kgmoore.co.uk/the-importance-of-good-data-management-in-your-crm-system/ https://www.kgmoore.co.uk/the-importance-of-good-data-management-in-your-crm-system/#respond Thu, 12 Nov 2015 16:13:28 +0000 https://www.kgmoore.co.uk/?p=16725 Data management in CRM systems is playing an increasingly significant role within marketing and communications as marketing automation becomes increasingly prevalent. By having a clear process for managing your data you can protect your marketing activities against data corruption and mis-management. You’ll also be saving your brand from embarrassment. Whether you are buying large lists […]

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Data management in CRM systems is playing an increasingly significant role within marketing and communications as marketing automation becomes increasingly prevalent. By having a clear process for managing your data you can protect your marketing activities against data corruption and mis-management. You’ll also be saving your brand from embarrassment.

Whether you are buying large lists of data or generating leads organically you will at some point in time have to make bulk data updates to these lists, such as updating fields; industry, job titles, email addresses etc. When you are making changes you have to be sure that a process is being followed correctly to avoid any disastrous consequences that can occur from corrupt data.

Data corruption is when something is changed in a database/data list that overwrites or changes existing data. This can be anything from a contact name being changed incorrectly which can cause issues with personalised correspondence, all the way up to data being deleted and lost. There are a lot of causes for data corruption but they can be easily avoided by following clear processes and procedures.

Multiple users accessing data in your CRM

When there are multiple users carrying out tasks that involve data you can quickly and very easily encounter data corruption issues because of poor or mis-communication. This can be easily overcome by simply outlining each persons responsibilities when dealing with the database.

You can also implement a data record sheet that is updated by the user when they have an interaction with a specific data set. A data record sheet can be a simple spreadsheet that records information such as; users names, which dataset they dealt with, what actions they took and the date. By doing this everyone has clear visibility of how the data is being managed.

Knowing what to upload/update in your CRM and how

This might sound like a very obvious point but when you are potentially dealing with more than one different CRM or database software it can be very easy to cause data corruption if you don’t know exactly how to manage your data.

All systems have different procedures for uploading/updating data so it is critical you know the protocols for your system. This is probably the area in which you will come across the most damaging data corruption.

If you are updating records in your database it is always a good idea to have a backup of all of your data as it was before you made any changes. As well as that it is always advisable that you do a test by updating a sample of your data and check for any discrepancies.

WARNING: ONLY EVER INCLUDE THE FIELDS YOU WISH TO UPDATE!

When you are updating fields in most databases you are overriding the existing data so always be wary of the fields you have included in your update file.

Don’t over complicate how you hold your data in your CRM

This is more of an organisation tip which will help you keep on top of your data and is absolutely essential if you are using marketing automation software. When I say don’t overcomplicate your data I mean try and keep all fields relevant. By this I am primarily talking about adding custom fields to data once a database is in use.

So many times I have come across duplicate fields containing contradicting information. Always check if a new field is relevant. With marketing automation, custom fields in your data are very important but it is so easy to be overrun by them when you are creating new web forms and decisions for your campaigns regularly.

The best tip for keeping track is to keep your field titles as descriptive as possible and always check before adding something new. If you don’t it could lead to confusion and corrupt data.

If you’d like to learn more about the benefits of data management best practices or marketing automation get in touch with us, we’re happy to help.

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Is marketing an investment or irritable cost? https://www.kgmoore.co.uk/is-marketing-an-investment-or-irritable-cost/ https://www.kgmoore.co.uk/is-marketing-an-investment-or-irritable-cost/#respond Fri, 17 Jul 2015 07:47:41 +0000 https://www.kgmoore.co.uk/?p=16471 With a few of the prospective clients I’ve met in the past couple of weeks, it’s been easy to tell who views marketing as an investment which will help them achieve business goals, and those who see it as fluff that just costs money. So what has led to this clear divide in thought? In […]

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With a few of the prospective clients I’ve met in the past couple of weeks, it’s been easy to tell who views marketing as an investment which will help them achieve business goals, and those who see it as fluff that just costs money.

So what has led to this clear divide in thought?

In my opinion, many marketers are to blame themselves. Many marketers lack business knowledge, vision, planning capabilities and the experience to understand what activity results in lead generation and revenue growth. So many lead with design. And too many are far too removed from sales.

There has always been a rocky relationship between sales and marketing. But I’ll come back to that in a minute.

Research about the CEO/CMO relationship shows how marketers have battled relentlessly to prove their worth to the board. We’ve been told repeatedly how most MDs believe marketers have little business credibility because they cannot prove the effectiveness of what they do.

But with Martech growing at incredible rates, there is a system to measure everything. Marketers who embrace this will flourish. The challenge is knowing what to measure and what to do with the results.

With focus on measurement, customer experience and the growth of marketing automation, marketers have never been better placed to redefine their role and take a leadership place on the board.

But those who do will be the ones who rise above the rest, using marketing budget to drive growth, aligning themselves closely with sales.

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How to be prepared for social moaners https://www.kgmoore.co.uk/how-to-be-prepared-for-social-moaners/ https://www.kgmoore.co.uk/how-to-be-prepared-for-social-moaners/#respond Tue, 30 Jun 2015 22:22:05 +0000 https://www.kgmoore.co.uk/?p=16456 Have you ever posted a complaint on a company’s Facebook page or perhaps on Twitter? One out of every four of you reading this post have. With numbers like that, if you are active on social media, you need to be prepared to deal with social moaners. According to a report published by the Institute […]

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Have you ever posted a complaint on a company’s Facebook page or perhaps on Twitter? One out of every four of you reading this post have. With numbers like that, if you are active on social media, you need to be prepared to deal with social moaners.

According to a report published by the Institute of Customer Service, a quarter of social media users in the UK have made a complaint over a social platform in the past three months. This is an alarming increase from January 2014 where 3% of consumers said they used social to complain.

So why is this happening?

There’s something about using your voice on social media that makes you feel invincible – feeling the power of other people hearing your comment. How can the company not fix your problem? You’ve aired it socially so they have to don’t they?

The fact remains, if there is something to moan about, people will moan. No one is perfect. Someone, somewhere will find fault with your products or services. So when it happens, be prepared and turn it into an opportunity to show your company at its best, dealing with a difficult situation (or person).

Here’s 5 best practices for how to deal with complaints on social media:

1. Ensure you have a process for dealing with complaints

Make sure that the person responsible for managing your social media activity knows that there is a right way and a wrong way to deal with complaints. There will be times when they will simply have the urge to comment in anger, especially if they’ve been insulted. Stop them before they do, by preparing them in advance.

Screenshot 2015-06-30 23.16.26An amazing example this week can bee seen on the Thomson Holidays Facebook page.

Thomson have been amazing dealing with the devastating events in Tunisia. 22 of the British people killed were Thomson customers.

Unbelievably, there are people unaffected by the tragedy that are moaning at Thomson for various reasons.

Have a read through the posts and see how they are handling an incredibly difficult situation. Their efforts are admirable.

 

2. Train your Social Media manager in Customer Service

Yes it’s importantant to communicate clearly, convey knowledge and write extremely well. But it’s equally important to know how to deliver customer service. Larger companies will have their customer service teams man their social feeds, ready to deal with customer queries and complaints. If your customer service team isn’t tackling this yet, consider how they can get involved. At the very least, train your social media manager alongside your customer services team and deliver the same customer experience across all channels.

3. Don’t delay

Be quick and confident with your response. Show everyone your professionalism and ability to deal with difficult situations quickly. Everyone expects people will make mistakes. Stand apart from the crowd by demonstrating what you do with complaints. People will be more interested in your response they they are in the complaint itself.

4. Be proactive

Listen to what people are saying about your brand. Find the moaners and speak directly with them to deal with the situation, whatever it may be.

5. Treat every moan as an opportunity

Welcome moaners. They are giving you a gift, the opportunity to fix something that may not be working. Better to know that not to know.

By being prepared, you can shine when dealing with complaints on social media. So if you get the urge to stop being social and abandon your social media activity because of moaners – think again. It can be an opportunity to become known for your quick, professional customer service.

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Does Content Marketing work? https://www.kgmoore.co.uk/does-content-marketing-work/ https://www.kgmoore.co.uk/does-content-marketing-work/#respond Mon, 22 Jun 2015 10:15:48 +0000 https://www.kgmoore.co.uk/?p=16295 Content marketing is building with speed. More and more sources of content are popping up, being sold at low cost, in a rush to create and satisfy the bulging need for more content. Why? The common response is, because you have to. That’s the way marketing is done today. Blogs are written, tweets are sent, Facebook […]

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Content marketing is building with speed. More and more sources of content are popping up, being sold at low cost, in a rush to create and satisfy the bulging need for more content.

Why? The common response is, because you have to. That’s the way marketing is done today. Blogs are written, tweets are sent, Facebook and LinkedIn posts are published. Even sporadic videos and pod casts are recorded. I’ve seen it happen many times. People start blogging and after a couple of months, they stop. It just didn’t work for them, so they say.

Before you jump on the band wagon and allocate budget to content, remember this…

For anything to be a success, it needs to start with a plan, effort needs to be consistent and you need to track your results. Without tracking in place, there is no method for determining whether or not it really is working.

Don’t fall into the habit of start stop marketing. (more on that subject in another blog!) If you need help with your content marketing efforts, we can help. Start by reading this page.

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Why marketers need workflow and marketing automation https://www.kgmoore.co.uk/why-marketers-need-workflow-and-marketing-automation/ https://www.kgmoore.co.uk/why-marketers-need-workflow-and-marketing-automation/#respond Wed, 03 Jun 2015 09:18:40 +0000 https://www.kgmoore.co.uk/?p=14306 Workflow is central to marketing automation, one of the most powerful tools that today’s modern marketers can leverage. That’s because it’s workflow that enables effective one to one, personalised communications.

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Workflow is central to marketing automation, one of the most powerful tools that today’s modern marketers can leverage. That’s because it’s workflow that enables effective one to one, personalised communications.

Workflow consists of a number of organised, repeatable activities that happen, to complete a process. It can involve tasks being carried out and comunications being issued. The key to workflow is one step happening before another can take place. Something intiates a step, something which tends to be external, kicking off a course of internal actions.

Flowcharts and process maps can be used to depict workflow. Typically, these have been tools of a project manager or perhaps a business change manager. Not really the top tools that spring to mind when you think of a marketer.

But times are changing.

Marketers, workflow and marketing automation

Today’s marketers, need to understand workflow in order to automate campaigns and hold effective personalised communications with prospects and customers. The sales funnel has always existed, but the growth of marketing automation has made its existence front and centre. It has also made sales and marketing alignment the key to drive growth in lead generation. Automation can greatly improve the customer journey, if implemented correctly. And it can’t be implemented correctly without joined up effort with sales.

Marketing automation has the potential to greatly improve both sales and marketing processes. It increases the efficiency of your sales funnel. Too much marketing investment is lost in leads that are not sales ready. This is where marketing automation can nurture and develop those leads, moving them through the funnel, losing fewer along the way.

The result is greater marketing return. And that’s what marketers need workflow and marketing automation.

Tools for mapping workflow for marketing automation

It all begins with mapping out a campaign, showing all customer touch points and tasks as you move a prospect along the sales funnel. I use lucidchart to do this bit of work. Once I’ve mapped it out, I spend time with the sales team to agree on the workflow.

Then I start building the campaign, with the marketing automation tools.

Workflow can automate a number of actions, such as triggering emails, assigning tasks, updating contact information. Some marketing automation systems can even apply tagging, based on behavours, This is the key to developing effective one to one personalised commincations. With tagging, you can truly begin to communicate relvant information with your prospect or customer, at exactly the right time, improving their customer journey.

This is just a glimpse of what is possible. If you’d like to learn more about the benefits of workflow and marketing automation, get in touch. We are happy to help.

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Ready for the Google mobile-friendly update? https://www.kgmoore.co.uk/ready-for-google-mobile-friendly-update/ https://www.kgmoore.co.uk/ready-for-google-mobile-friendly-update/#respond Fri, 17 Apr 2015 08:39:27 +0000 https://www.kgmoore.co.uk/?p=14293 Next week on 21st April will see the release of the Google mobile-friendly update. As always, no one knows exactly what impact this algorithm update will have, but one thing is certain, mobile-friendly can not be ignored.

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Next week on 21st April will see the release of the Google mobile-friendly update.   As always, no one knows exactly what impact this algorithm update will have, but one thing is certain, mobile-friendly can not be ignored.

The Google mobile-friendly search algorithm expands the use of “mobile-friendliness” as a ranking signal. Google is simply making it easier for people searching on their mobile devices to find what they are looking for.

So why is this important?

As mobile search continues to grow, so will the importance of mobile friendliness.  You need to make sure that your website is mobile friendly if you want to remain in search results. It’s simply common sense. If someone is using a mobile while browsing your website, make sure their experience is a good one. Any customer centric business will know this. You don’t really need Google to tell you this, yet, it’s these Google updates that get everyone taking action.

Views from the SEO Experts

To help you come to grips with the subject, we’ve compiled a list of what we think are the best blog posts, from SEO experts, about the Google mobile- friendly update. So if you’d like to improve your knowledge of the subject so you can make more informed decisions about what to do, these are 4 great articles to read:

1. Google Webmaster Central Blog – Finding more mobile-friendly search results.

2. The SEM Post  Google’s Mobile Friendly Algo Will Only Affect the “Ten Blue Links” & Not In the News, In-Depth Etc.

3. MOZ  9 things you need to know about Google’s mobile friendly update.

4. Search Engine Land  Take these 3 actions to ready for Google’s mobile search update.

There’s a lot of information to digest. Guidance on action to take is endless and has been a big topic since the update was announced on the 26th February. Here’s a good summary of what you need to know, which has been provided by Whitespark, an SEO agency in Canada.

  1. Local Pack Results Will Not be Impacted. As of now, Local Pack Listings will not be impacted by the update. If your Google My Business listing is showing up in pack results and you’re site isn’t mobile friendly,  your current rankings should not be impacted (but who is to say this won’t change in the future).
  2. Organic Rankings will be impacted. If your site isn’t mobile-friendly and you currently rank in mobile-organic results (generally up to 10 results/page), you may not rank as well after the update. This update is intended to provide a better mobile experience for searches and give them what they want. Ultimately results that provide a positive user-experience that is mobile-friendly will receive rankings.
  3. Desktop rankings are not impacted. Don’t worry about your desktop rankings. This new update is specifically directed to mobile search results, not desktop.

If you’ve not taken action, what do you need to do?

If you are unsure of how your site will be impacted by the update, use the Google Mobile Friendly Test.

Google mobile-friendly updateYou can also simply pick up your mobile and do a search for your company. If the search returns a “mobile-friendly message” you are already providing a positive experience for visitors.

Have a look in Google analytics to get a better view of how many visitors view your site form a mobile. This statistic will give you a clue as to how much your traffic from mobile users may be impacted.

If your site is not mobile friendly, now is the time to invest in a responsive website. If you are not familiar with the term, a responsive website is one that has been designed to provide a great viewing experience on a range of devices, including desktop, tablet and mobile. A great viewing experience is means that the website is not only easy to read, but you can also navigate with a minimum of resizing, panning, and scrolling.

Mobile is growing, and so must your mobile marketing, beginning with having a mobile friendly website. If you need any help or guidance, please do get in touch. We are happy to help.

 

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A blogger’s guide to the top bloggers’ blogging tips https://www.kgmoore.co.uk/a-bloggers-guide-to-the-top-bloggers-blogging-tips/ https://www.kgmoore.co.uk/a-bloggers-guide-to-the-top-bloggers-blogging-tips/#respond Thu, 02 Apr 2015 11:24:46 +0000 https://www.kgmoore.co.uk/?p=14280 There are many tricks that can transform a piece of writing into a blog-worthy article, but they’re not always obvious.

So, I wanted to seek and share blogging advice from the best bloggers in the business and put some of their ideas into practice. What better way to start than by writing a blog based on their top tips. I've written this post to highlight some of the best advice, from some of the best bloggers.

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There are many tricks that can transform a piece of writing into a blog-worthy article, but they’re not always obvious.

So, I wanted to seek and share  blogging advice from the best bloggers in the business and put some of their ideas into practice. What better way to start than by writing a blog based on their top tips.  I’ve written this post to highlight some of the best advice, from some of the best bloggers.

I’m ready to start blogging. Where do I begin?

Where better than the suggestions of Michael Hyatt? He’s an acclaimed author of many business titles and, according to his website, is named by Forbes as one of the top-10 online marketing experts to follow. He’s been blogging for the best part of 15 years and now gets more than 500,000 unique visitors per month. Blimey!

Mr Hyatt’s podcast, How to write a blog post in 70 minutes a day or less, offers some pretty sharp advice. So (with 68 minutes to go to complete my blog) let me summarise some of his tips in my own words. They include:

  1. Use your downtime to think about your idea.
    (For some reason, it does seem easier to come up with a structure, great headline or opening paragraph while in the shower.)
  2. Switch off distractions such as Facebook.
    (Of course, just as soon as I’ve checked Facebook…)
  3. Turn on some music.
    (Preferably no lyrics, otherwise I’ll start singing along.)
  4. Use a template.
    (This helps me to remember bullet points and other means of breaking up the copy.)
  5. Write without editing.
    (A brain-dump if you will – getting words on paper. Then, I can make a cup of tea and do the polishing bit.)
  6. Read the draft in preview form before publishing.
    (It’s definitely easier to spot typos when I look at my work all formatted and ready to go).

It’s all great advice but it’s also important to point out that we’re all different and don’t necessarily work well under the same set of conditions. For example, I can’t listen to music when I’m writing – even classical or instrumental music as Mr Hyatt suggests. But I do think it pays to get used to working with a bit of background noise. Let’s face it, very few people live in space, so it’s difficult to achieve complete silence in our work environments.

OK, but how do I get people to find my blog?

This is a big concern. How do we get people to find something we’ve written, especially as there’s so much content floating around in cyberspace competing for readers’ attention? Perhaps Seth Godin can help. Seth Godin is another American author and marketer with 18 books and one of the most popular blogs in the world. It doesn’t take long for me to find his 56 tips entitled How to get traffic for your blog.

Many are useful, many are contradictions, as you’ll see. I say this because it’s true, but also because one of Mr Godin’s suggestions is to challenge other bloggers and hope that they respond to you in their blogs. (So if you ever read this Seth Godin, feel free to object). I won’t list all 56 tips here, but instead I’ve chosen a few interesting ones I hadn’t necessarily thought of, and ones that are not so easy to achieve. For example:

  1. Use lists.
    (Numbered lists, bulleted lists – they all help to break up the text.)
  2. Write posts that each include dozens of trackbacks to dozens of blog posts so that people will notice you.
    (Great suggestion. I can do this when I’ve built up a series of blogs, especially ones that touch on a similar subject.)
  3. Write stuff that people want to read and share.
    (OK, it’s easy to feel a bit panicky about this one. Time for more advice…)

So how do I get people to read my blog?

Fortunately, Neil Patel has some great ideas about this. According to his blog, Neil Patel is considered by the Wall Street Journal as a top influencer on the web. He’s also co-founder of web analytics platform KISSmetrics and has played a big part in the revenue growth of some of the most successful companies. His tips for getting people to read posts are simple and achievable for all of us. In his blog, How to get 247% more people to read your content, Mr Patel spells it out perfectly: keep our paragraphs short, our words simple and write in a conversational manner. Neil Patel points to research that suggests the conversational tone could trigger a feel-good hormone in readers. But I’d prefer to think that it’s just common sense to avoid the waffle and keep the tone light.

So, in essence, the way to get people to read our blog is to make friends with readers. Metaphorically speaking, we need to invite them in for a cuppa, then dazzle them with our wit and personality so they want to introduce us to their other friends. And before we know it, we’re in the popular crowd, and the life and soul of all the best parties. That’s the idea anyway.

There’s so much advice from these three top bloggers, I could go on about it forever. But I need to save some info for my other blogs. Besides, this has taken 109 minutes – a touch longer than my target of 70 minutes or less, and I still have a little refining to do. It’s not always easy to get it right, but with the help of our expert blogging gurus and lots of practice, we can all produce better blogs. Finally, at Michael Hyatt’s suggestion, I’d like to finish my post with a question:

Can you add any top tips for creating better blogs?

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Does grammar matter? https://www.kgmoore.co.uk/does-grammar-in-marketing-matter/ https://www.kgmoore.co.uk/does-grammar-in-marketing-matter/#respond Thu, 05 Mar 2015 12:45:23 +0000 https://www.kgmoore.co.uk/?p=14231 Attention content marketers. Think you’re good at grammar? Read on to spot the 7 common grammar, punctuation or spelling mistakes in this article. If you think grammar in marketing is not important, then here’s why you’re wrong.

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Attention content marketers. Think you’re good at grammar? Read on to spot the 7 common grammar, punctuation or spelling mistakes in this article. If you think grammar in marketing is not important, then here’s why you’re wrong.

“People who cannot distinguish between good and bad language, or who regard the distinction as unimportant, are unlikely to think carefully about anything else.”
B.R. Myers

Many people argue that grammar in marketing is less important than it used to be. We’ve moved on. Content marketing is about curating valuable engaging content. We’ve all got spell-check applications on our computers to fix mistakes. And what does grammar matter anyway? It’s just an antiquated set of rules that aren’t relevant to today’s digital society.

Or is it? OK, grammar might not matter much in a private note to a friend. But what about on social media? Your employer or potential employer might read that message. And what if your applying for a job? Using good grammar shows you care about the detail and that the job’s important to you. Few potential employers will take job applications seriously if they’re full of mistakes because poor grammar will effect their own credibility. Businesses have a reputation to uphold. They expect there employees to use good grammar in all correspondence with customers, partners or suppliers. Poor grammar in communication reflects badly on the business, looks unprofessional and presents an image to the outside world that is potentially off-putting. Just look at this study that says 59% of Britons wouldn’t use a company with obvious mistakes on it’s website.

Content writers, in particular, have a duty to use good grammar. We are, after all, supposed to be the experts and are paid for our ability to use words well. But that’s not all.  As writers, people assume we know what we’re doing and it’s our job to set an example.

Not all writers feel this way. Some may argue that their job is to focus on a great story or plot. But that’s like driving a beautiful new sports car with the best tyres, sound system and a bodywork but not bothering to check the oil and water. It’s an expensive oversight because few publisher’s or readers are likely to seriously consider a piece of work full of basic errors.

Good grammar is not elitist or a knowledge that resides in the heads of the highly educated. Most of us, whether we’re writers or not, are capable of looking things up or using a dictionary. And the effort’s worthwhile. Because by using good grammar, we can make words more interesting and emphasise the right points. Grammar is less about being correct, more about presenting an idea in the best way we possibly can. It forms the components and patterns that make up our language and keep it consistent. If we all started to make up our own rules, at what point would we stop? Goodness knows there are enough anomalies in the English language already to confuse any poor person that’s trying to learn it.

Did you get all 7?  Find the answers on this page.

 

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4 Tips for planning content for your blog editorial calendar https://www.kgmoore.co.uk/4-tips-planning-content-blog-editorial-calendar/ https://www.kgmoore.co.uk/4-tips-planning-content-blog-editorial-calendar/#respond Mon, 02 Mar 2015 14:17:07 +0000 https://www.kgmoore.co.uk/?p=14021 Without a plan, your blog editorial calendar will lack entries. Your content will lack likes and shares. And your content marketing will fail.

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Without a plan, your blog editorial calendar will lack entries. Your content will lack likes and shares.  And your content marketing will fail.

We’ve all been there. The heartbreaking moment when you review who’s liked your post. The heart sinking feeling as you look at your reach, shares and likes. Oh no. What will you tell your boss?

Content marketing sounds obvious and simple,  but planning content for an editorial calendar, and achieving success is much more difficult than you might think.  And of course, the pressure is on, as your boss is expecting increased traffic and sales, from every post – to justify the time and investment in content.

A great deal of time and thought needs to be put into an editorial calendar in order to ensure that you are creating relevant, engaging articles for your audience. Not to mention, you also need someone to write the content, and every article needs to be optimised for on-page SEO. Plus, it needs to cater for all points in the marketing lifecycle. Taking all of this into consideration, you may find that after a month or two your activity dwindles and you’re at a loss – or worse yet, your boss pulls the plug.

Here are some tips and tricks to keep your editorial calendar filled with fresh and relevant content that your audience will value.

1. Know Your Customer’s Buying Process

Inspiration does come from insight. Once you understand your buyer personas and their buying process, you are in a better position to deliver engaging content for different points along your sales funnel.

2. Survey Your Visitors

Sometimes the simplest, most obvious ideas are the most effective ones.  In an ever-changing market, it is important that you continually re-assess whether or not you are providing value to your customers. Gathering customer insight is key.  I recently launched a survey, asking my blog subscribers what they think of our content. I also asked what they wanted more of. Just ask.

3. Draw Inspiration from Influencers

Take time to discover what is trending, what content is popular and shared the most.  By reading content from influencers, I find it helps to bench mark the standard of what I produce. Conveying knowledge is central to my content, so I review the biggest influences and aim to produce content as strong as theirs. Seth Godin is my favourite. His writing is powerful, thought provoking and inspiring. Here are my other top 5 blogs. Trust me. Subscribe and learn form some of the best including:

4. Have a Keyword Strategy

Know your keywords and how to use them. This will help to ensure that the content you are investing is in working hard to attract relevant traffic.  A keyword is a word or phrase that someone types into a search engine, or on social media sites to find content that is relevant to what they are searching for. We could talk quite a lot about the subject, but start with the basics. Know what your target audience is searching for and use those keywords in your content, both short-tail and long-tail, to attract them to your website.

Thank you for reading our tips for keeping your blog content fresh. We hope that these simple methods will help you get over that difficult step of planning out a long-term editorial calendar. What tips and tricks do you utilise when planning editorial calendar topics? Leave your recommendations in the comments section below.

 

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Strategic Insights 2015 Reader Survey https://www.kgmoore.co.uk/strategic-insights-2015-reader-survey/ https://www.kgmoore.co.uk/strategic-insights-2015-reader-survey/#respond Tue, 10 Feb 2015 00:18:38 +0000 https://www.kgmoore.co.uk/?p=14199 I want to make sure that our blog, Strategic Insights, provides you with the support and direction you need to become a smarter marketer.

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I want to make sure that our blog, Strategic Insights, provides you with the support and direction you need to become a smarter marketer.

That’s why we’ve created our 2015 Smart Marketer Reader Survey.

Can I please ask you to take a few minutes to complete the survey? Tell me about your marketing challenges and your marketing goals for the year. Why? Because with your input, I’ll be ale to create articles that help you and offer the smart insight that you may need.

I really value your feedback. The survey is simple to fill out and just a few clicks. And it should take less than 5 minutes. That’s only 5 minutes for a year’s worth of free marketing tips and strategic insight.

Please Click the button to complete the survey now. Thanks in advance for your input.

Take the Survey

 

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