Businesses tend to focus on either marketing objectives or the tools used to deliver them. While the former should be a priority, suppliers and SMEs often target the latter. Lots of enquiries and leads are obviously a positive but it is missing the vital question, "what is my marketing trying to achieve?"
In order to recognise the value of content you produce on the Internet you need to understand exactly why you're doing it and what you aim to receive as a result. We're all used to information being freely available online but, as this costs money to produce, outlets are increasingly putting their content behind a paywall.
When in comes to small businesses, agility is key to delivering competitive advantage. However, without process, priorities may be misjudged, and customers may receive all the attention, sacrificing marketing for your business. And the only person a lack of marketing hurts is yourself.
Your website can be central to your marketing process and the single biggest tool at your disposal. Traditionally, the company responsible for your web design adds on hosting as extras without a thought. However, hosting should be the first step of your on-going marketing strategy.
Most people historically use social media to view funny images or discuss the latest cultural zeitgeist, leading to companies avoiding it. However, more recently, it is producing opportunities for B2B marketing. But why has this changed and what is the purpose of social media?
Duncan & David go through the benefits and mistakes found in search marketing. However you look at it, search engines are still critically important to marketing but it's more about the content than just optimisation through SEO.
Duncan & David view the modern world for SME businesses and the importance of having their marketing as "joined-up". With so many aspects of online marketing, such as search, social media, website and e-mail, there is a necessity to form a connection between them.