Entries by Darren Stevens

The Challenges of Managing a Marketer When You Are Not a Marketer – And How to Overcome Them

Running a successful business requires bringing in diverse talent with expertise in various fields, and marketing is definitely no exception. For many business owners or managers, however, managing a marketer can be daunting, especially when marketing isn’t your forte. From understanding technical jargon to setting realistic expectations, navigating this relationship can be tricky. In this blog, we’ll explore the common challenges faced when managing a marketer and how best to overcome them, even if you’re not a marketing expert yourself.

1. Lack of Understanding of Marketing Terms and Processes

One of the most common challenges is the jargon and technicality involved in marketing. Terms like SEO, PPC, CTR, and ROI can seem like a foreign language if you’re unfamiliar with them. This gap in knowledge can make it difficult to communicate effectively with your marketer and evaluate their work.

Solution: Educate Yourself on the Basics

While you don’t need to become a marketing expert, learning the fundamentals of marketing will help you manage the team more effectively. There are plenty of free online resources, courses, and articles that explain marketing concepts in a simplified manner. Understanding the basics will also allow you to ask the right questions, set realistic goals, and interpret marketing metrics more confidently. You could also of course employ the services of a firm like Prestbury Marketing to work alongside you and let us de-mystify everything for you.

2. Difficulty Setting Clear Objectives

Marketers are responsible for delivering results, but without clear business objectives, even the best marketers can feel lost. If you aren’t familiar with marketing metrics or what is achievable within certain timeframes, it becomes challenging to set goals and measure progress.

Solution: Collaborate on Setting Measurable Goals

Instead of dictating what the marketer should achieve, collaborate to set SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals. You know your business best, and the marketer knows how to align marketing strategies with those objectives. For example, if increasing brand awareness is a goal, ask the marketer to suggest KPIs (Key Performance Indicators) like website traffic or social media engagement, which are measurable and trackable and ask them to report on these on a monthly basis.

3. Misaligned Expectations Around Timeframes

Many non-marketing managers expect quick results (sometimes un-realistically so), especially in digital marketing. However, building brand awareness, improving SEO rankings, or generating qualified leads can take time. When expectations are misaligned, it can lead to frustration on both sides.

Solution: Create a Realistic Timeline Together

Discuss and agree on a timeline that works for both you and your marketer. Understanding the difference between short-term tactics (like paid ads) and long-term strategies (like content marketing or SEO) is critical. Paid campaigns may generate immediate traffic, while organic strategies often take months to show results. By establishing a realistic timeline, you’ll prevent misunderstandings and allow the marketer to work without unnecessary pressure.

4. Uncertainty in Evaluating Performance

For non-marketers, interpreting performance metrics can be confusing. You may not know whether a certain increase in clicks or conversions is good or whether the budget allocated is being used wisely. This uncertainty makes it difficult to determine if your marketer is delivering value.

Solution: Focus on Business Outcomes, Not Just Vanity Metrics

Rather than focusing solely on marketing metrics, link them to business outcomes. For example, instead of getting caught up in website traffic, look at how that traffic translates into leads or sales (far too many businesses we encounter are not able to reliably do this). Regular check-ins and reports should highlight both marketing performance and its impact on your business goals. Request that the marketer explains the results in simple, actionable terms that align with your overarching business strategy.

5. Difficulty Balancing Creativity and Practicality

Marketing requires a blend of creativity and data-driven decision-making. Some non-marketers may struggle with approving bold or unconventional campaigns that step outside the box. While it’s important to ensure the marketer remains aligned with your brand’s vision, excessive caution can stifle creativity and limit the marketer’s ability to innovate.

Solution: Trust the Expertise and Give Creative Freedom

As long as the marketer is working within your brand guidelines, give them the creative space to execute their ideas. Creativity is a key ingredient for cutting through the noise in competitive markets. If you’re unsure about a particular campaign or direction, ask the marketer to explain the rationale and potential impact. Remember, marketers are trained to test, adapt, and refine strategies, so allow some flexibility to try new approaches.

6. Lack of Communication or Alignment with Other Departments

Marketing doesn’t operate in a vacuum. For a marketer to succeed, they need to align with other departments such as sales, product development, and customer service. Poor communication or a siloed approach can prevent your marketer from accessing the insights or resources they need to craft effective campaigns.

Solution: Foster Cross-Department Collaboration

Encourage open lines of communication between the marketing team and other departments (particularly sales and customer service). Regular meetings or touchpoints can help bridge gaps and ensure that marketing efforts are aligned with the company’s broader objectives. By fostering collaboration, your marketer can create more cohesive and effective strategies that resonate across various business functions.

7. Budget Constraints

Effective marketing often requires a financial investment in tools, paid advertising, content creation, and more. Non-marketing managers might struggle to allocate a suitable budget without a clear understanding of what’s needed. On the flip side, marketers may feel restricted by a tight budget, unable to deliver the best results.

Solution: Be Transparent and Work Within Financial Limits

Be upfront about your budget, and ask the marketer to create a plan that maximises the available resources. Discuss the potential trade-offs—whether it’s reducing the number of campaigns or focusing on high-impact strategies. Marketers are often skilled at finding creative solutions within budget constraints, but both parties need to align on financial expectations to avoid misunderstandings.

8. Developing your Marketer

If you are not a marketer yourself it can be difficult to develop your marketing person. Not only is this important from your businesses perspective in enabling them to deliver more year on year, but most marketing professionals will be hungry for development and want to build their skillset.

Solution: The good news is their lots of opportunities

Encourage them to attend specialist Marketing exhibitions and conferences, where there will be great opportunities to attend presentations and workshops, as well as meet potential new suppliers.

Encourage them to network and have the opportunity to meet peers and share experiences. Here in Gloucestershire we are spoilt with some great business membership organisations including Cheltenham Chamber of Commerce, Circle 2 Success, Business West and the FSB.

Consider professional qualifications like the Chartered Institute of Digital Marketing. A highly practical qualification that could significantly enhance their capabilities.

Map the skills they need against their job description and benchmark their capabilities. Conduct regular appraisals where you monitor progress and agree priorities.

Enlist the help of firms like Prestbury Marketing. We act like what we call a “dotted line boss”, where can provide the marketing guidance and direction your employee needs.

Managing a marketer when you aren’t one yourself presents unique challenges, but it’s not an insurmountable task. By educating yourself on the basics, setting clear objectives, fostering collaboration, and trusting in their expertise, you can create a productive working relationship that drives results for your business.

At Prestbury Marketing and Consulting, we understand the intricacies of marketing management, especially for non-marketing managers. Our tailored solutions ensure that you get the best from your marketing efforts while staying focused on your core business goals. Contact us today to learn how we can help you bridge the gap between marketing and management!

/by
,

Why Your Google Business Listing is an Essential Marketing Tool

In today’s digital age, where your online presence is absolutely crucial, your Google Business listing is one of the most powerful marketing tools at your disposal. It’s more than just a simple directory listing—it’s a gateway for potential customers to find, learn about, and engage with your business. Here’s why maintaining an optimised Google Business […]

/by
,

The top 10 most common mistakes businesses make with Social Media

In the ever-evolving landscape of social media, businesses have a tremendous opportunity to connect with their audience, build brand awareness, and drive growth. However, navigating the intricacies of social media marketing can be challenging, leading to common mistakes that hinder success. In this blog post, we explore the emotional rollercoaster of the top 10 most common mistakes businesses make with social media. So get ready to learn from these pitfalls, ensuring your social media journey is the best that it can be.

Neglecting a Clear Strategy:
Without a well-defined social media strategy, businesses can find themselves lost in the vast sea of platforms and content possibilities. Don’t fall into the trap of aimlessly posting without purpose and create a comprehensive strategy that aligns with your business goals, target audience, and brand identity.

Failing to Understand the Target Audience:
Every successful social media campaign begins with a deep understanding of the target audience. Only by having a clear picture of who is target customer can you create content that resonates with your audience on a profound level. Learn how to conduct thorough audience research, identify their needs and desires, and tailor your content to create an emotional bond that fosters loyalty and engagement. Think about what will interest your target market.

Inconsistent Brand Voice:
Inconsistency in your brand voice can lead to confusion and disengagement. Avoid mixed messaging and discover the power of a consistent and authentic brand voice. Ensure your brand’s personality shines through in every social media interaction, fostering trust and building a strong emotional connection with your audience.

Lack of Engaging Content:
Nothing dampens the spirit of social media like boring, uninspiring content. Create engaging content that captivates and sparks conversation. Fully utilise the power of storytelling, visual appeal, and interactive elements to keep your audience coming back for more.

Ignoring Social Listening:
Social listening is the key to understanding your audience’s sentiments, preferences, and pain points. Don’t miss opportunities for meaningful engagement and unlock the power of social listening to gather insights, address customer concerns, and tailor your content strategy to meet their evolving needs.

Overlooking Community Management:
Neglecting community management can result in a sense of isolation and detachment from your audience. The importance of active engagement cannot be overstated, responding to comments and messages, and fostering a sense of community around your brand. Explore the emotional rewards of building genuine relationships and the impact it has on your business’s reputation and customer loyalty.

Overpromotion and Salesy Tactics:
Constant self-promotion and aggressive sales tactics can alienate your audience and evoke feelings of annoyance and frustration. Discover the art of balanced promotion, where value-driven content takes centre stage and sales messages are seamlessly integrated. Learn how to build trust and credibility through authenticity and providing meaningful solutions to your audience’s pain points.

Neglecting Analytics and Data:
Making decisions without analyzing data can leave you lost and directionless. Uncover the power of analytics and data-driven insights – to see what really works and engages with your audience. Leverage social media analytics to track performance, measure ROI, and optimize your strategies for maximum impact.

Inconsistent Posting Schedule:
Inconsistency in posting can lead to a sense of disconnection and lead to missed engagement opportunities. Avoid sporadic posting and uncover the benefits of a consistent and well-planned content schedule. Regular posting keeps your audience engaged and eager for your next update.

Lack of Adaptability:
Social media is a dynamic and ever-changing landscape, and businesses must be adaptable to stay ahead. What worked yesterday may not work today.

Ask yourself – how many of these ten mistakes are you guilty of? If your business could do with some help with your Social Media Marketing then email Darren Stevens – darren.stevens@prestburymarketing.co.uk for an initial, no obligation discussion.

/by
, ,

Clean Air Cheltenham seeking a volunteer to be their Publicity Co-ordinator

We are helping Clean Air Cheltenham spread the word about a volunteer position to become their Publicity Co-ordinator. The position would obviously be ideal for anybody who can share the organisation’s passion for the subject. The opportunity would enable somebody to gain practical experience in this field and demonstrate a track record of achievement. More details including how to apply can be found below.

The role of Voluntary Publicity Coordinator requires:

  • A friendly confident manner
  • The ability to think fast, laterally and creatively
  • A capacity to take the initiative, as well as collaborate
  • Experience of using Twitter, Instagram and Facebook

Work will entail:

  • Creating, maintaining and updating a media list
  • Establishing named contacts at as many local media outlets as possible
  • Setting up Google Alerts and other means for receiving relevant breaking news
  • Networking relevant news stories as they arise
  • Publicising Clean Air Cheltenham events
  • Seeking interviews with local media
  • Pitching, and writing, features for local publications e.g. Cotswold Life
  • Keeping interested colleagues in Cheltenham’s twin towns informed of activities

Time commitment: In the short-term this will require approximately 2 hours per week which will increase at times of special events.

Future plans/events: The kinds of events they would like the Coordinator to promote will range from online poetry workshops, interdisciplinary webinars (linking air quality, health, transport and technology), as well as events with a national outreach, such as Clean Air Day (June 2021) and Car Free Day (September 2021).

To apply, please email: Caroline Sherwood caroline@cleanaircheltenham.org with a short explanation of why you would like this voluntary position, and details of relevant experience.

Closing date: 10th February 2021

Background to Clean Air Cheltenham

Clean Air Cheltenham aims to improve the air quality in Cheltenham by:

  1. Raising awareness through an annual Multimedia Celebration of Clean Air
  2. Liaising with groups pursuing similar aims, such as cycling and environmental groups, tree planting organisations, residents’ associations, and schools
  3. Encouraging collaborative action between all agencies concerned with the quality of air in the town, principally those responsible for transport and health care
  4. Raising funds to support relevant projects

Clean Air Cheltenham recognises the critical role air quality plays in physical, emotional, mental and spiritual health. The quality of the air is of central importance to the well-being of all, as well as being of particular concern to those who suffer from respiratory disease, to parents and children and to the elderly.

Membership is open to anyone over 16 years old who supports the aims of Clean Air Cheltenham. There is no charge for membership and members join through the website by opting in to receive newsletters and updates.

/by

The 10 things to do, to get your business in the best possible shape for recovery from Coronavirus

Many businesses are quieter than they would ordinarily be at the moment. Some are laying off staff, others are furloughing employees. But in our view this is a golden opportunity for many to do what they ordinarily might struggle to – work on the business, rather than in the business (to be clear though you cannot do this if you have been furloughed). We have put together this check list of 10 things to do, to put your business in the best possible shape for recovery from Coronavirus. Not all of these will be applicable to all businesses and they are not in any particular order but we hope that there will be plenty that will apply to you.

1. Survey your customers.

When did you last survey your customers, to gauge their level of satisfaction, discover what about your products or services they would like to change and anything that you can do to improve? Such a survey can also be a great way to capture testimonials for use in marketing or on your website. Our survey tool of choice is the Gloucestershire survey company SmartSurvey. The chances are are that you will get a better response to your survey now than in more normal circumstances (not least because of less cluttered email boxes and some people having more time), but if you are concerned about take up, then why not pledge a charitable donation for each survey completed?

2. Claim your Google My Business listing.

Hopefully most reading this will have already done this, but if in doubt do a google search for your own business and see if the listing top right has an option to “claim this business”. These listings are becoming increasingly important for all businesses, but most particularly those that attract business from the local area. For a vaguely light hearted look at the consequences of not claiming your Google My Business listing read our blog from last year. Once you have claimed your Google listing, then do the same with Bing.

3. Check how you rank against your competitors on Google My Business.

Check out Google’s own tips on improving your ranking here but in our experience we have also found it to be highly beneficial to have more reviews and a higher score. Ideally you want to be in the top three of the most relevant category for your business in local searches.

4. Consider registering your Trademark

If your brand is important to you (and who isn’t it for) then consider protecting your name by registering it as a trademark. There are other defences if people start using a name that is a bit too close for comfort, but prior registration of your trademark is likely to be one of the most effective. You may want to take legal advice on this. Our trademark was registered for us by our Solcitor clients Hughes Paddison.

5. Review your websites Google Analytics

We are going to assume for now that you will have Google Analytics on your website – in our experience most do. Equally though in our experience, far too many organisations then don’t look at these figures to benefit from the invaluable insight they offer. Where are your visitors coming from, what pages are most popular, what goals are being triggered and what traffic sources led to these – there are just some of the insights that you will glean.

6. Carry out a brand/proposition review

In this day and age, your organisation can be found in lots of different places – your own website, generally online, social media, business directories and of course your own literature. But when did you last review how consistent these are and whether they present you in the best possible light? How likely is that they way you describe yourself will resonate with potential customers. We can help with this, by giving an impartial viewpoint and an exercise we can carry out with you, can help create what we like to call a “hierarchy of messages”, that will make it much more likely that you use the most important points first going forward.

7. Review your GDPR policy

It might seem longer ago, but GDPR was introduced nearly two years ago in the UK. Most organisations at the time wrote GDPR policies to help ensure their compliance with the information requirements at the time. But how many of those organisations have reviewed their policy since – despite the fact that the data they hold and what they use it for may well have changed. Also ask yourself when your company last did any GDPR training. One of the activities you can ask furloughed employees to do is take part in training.

8. Keep prospects warm

This is particularly relevant to those businesses that are fully closed currently. Ask yourself how are you maintaining contact with people that were in your pipeline at the time you mothballed your business? Also what about new enquiries you have received whilst you are closed. Perhaps you can give those people priority when your business starts to get going again. As a minimum are you getting people to opt in to future marketing.

9. Ensure that you don’t go silent on social media

These are challenging times and it would not be appropriate to simply post the same content that you would ordinarily. You need be sensitive to the general mood, but equally now is not a time to go silent on social media. It can play a vital role in re-enforcing your businesses presence (reminding people you are there). Think about how you can use your social media to help others whether that be sharing freely expertise like we are doing here or simply being supporting of other organisations in your local area. Incidentally remember to check what percentage of your website traffic comes from social media, this will differ for each business, but as a rough rule of thumb we would say you should be getting at least 5% of your website traffic from social media.

10. Form a recovery plan

It is difficult for us all to envisage what recovery will look like, when it will happen, how fast will it be? But this is one thing you don’t want to make up as you go along. Think – what will you do first, how much will you spend and where will you spend it. What steps do you need to take to get your business fully up and running and how do you make sure that business does not fall through your grasp in the process. The businesses that come out of this the best, will be those that have spent the time creating a recovery plan that ensures they maximise the benefits of the recovery when it comes.

We hope that you have found this part one of our list of 10 things you should do to put your business in the best possible position for recovery, useful. If we can help with any of the elements of these ten steps, then please do not hesitate to get in touch.

/by
, ,

Marketing in uncertain times

We are most definitely living and working in a period of unprecedented change, where almost everything that we have accepted to be normal is changed for the forseeable future, “thanks” to Coronavirus. Here at Prestbury Marketing we come into daily “virtual” contact with many businesses and it has been both heartening and quite remarkable the […]

/by

How do you know your website is working?

This is one of the most common questions we are asked. To be clear this is not usually in the context of whether or not the site is down, but more a matter of, is it being found as well as it should be and is it making the most of the visitors it does […]

/by