Aligning your marketing with your goals

When you’re starting any marketing campaign, it’s really important to clearly define your goals first. This is the single best way to ensure you get the results you want. One of the most common mistakes we see is people getting it backwards, starting by choosing the platform or the content type. We often hear things like “We need to do facebook video!”, without much thought behind the message or the “why”. When there’s a mis-match between your goals and the marketing platform or action you choose, you are less likely to get the results you want. What are your goals?  Instead, start with your purpose. What results do you hope to get? Look ahead to the end of the campaign –  what will make it worthwhile for you? Usually it’s going to be an increase in your business, through more sales. So take it back [...]

How to work with Monkey Media to build your brand

Branding remains one of the most powerful and important marketing tools that all successful companies use. In B2B marketing, sometimes the value of branding can be forgotten. Many campaigns are now based around what is sometimes called the ‘bottom of the funnel’, which includes things like generating leads. But even these campaigns can be far more effective when you already have a strong brand. Why does branding matter?  Multiple studies show that the single biggest predictor of whether people will become a customer is whether they have heard of you before. Humans are naturally afraid of the unknown. Evolutionary psychologists suggest that this is because, in many scenarios, ‘the unknown’ may pose some sort of physical threat.  Consequently, we tend to favour people, places, and things that are familiar to us. Researchers, and marketers, refer to this phenomenon as the familiarity principle, also known as [...]

Words or pictures? How to make the most of print space

Buying space in a magazine is exciting. Knowing that your brand, image or story will hold pride of place in a physical publication means something. There’s a prestige associated with appearing in print; a kind of shine that digital has never truly been able to capture. Once you’ve decided on buying space in a print magazine, you should put some thought into what you want to achieve from that space, and your goals will then direct how to make the most of the space. Advertisements help build your brand If brand recognition and familiarity are your goals, a good looking print advertisement can help you stick in the mind of current and potential customers. You can highlight the key features of your business, product or services, but it’s not the forum for an in-depth description of everything you offer. Advertisements that try to tell the [...]

Why you should take up the role of an industry thought-leader

Content marketing is all about sharing content with your potential customers that is useful, valuable and accurate. Not only does consistently sharing this type of information keep you front-of-mind when your customers are ready to buy, but it cements you and your business as an authority in the market. Bubble wrap, jacuzzi, yo-yo, onesie, super glue. What do all these words have in common? They are all brand names that have become generic terms for everyday items. The way to reach this height of true authority is to either be the first in the market, or if that’s not possible, be the best in the market. And have a kick-ass marketing campaign that puts your brand beyond anyone else's. With great power comes great responsibility Basically, you want your customers to see you and your business as a leader. This can be achieved by releasing [...]

How print and digital marketing can be friends

Digital marketing is often seen as the cool younger cousin of traditional print advertising, but that doesn’t mean there’s no place for some good old ink on paper in your marketing efforts. Whether it’s a display ad or some editorial content, combining the forces of digital with print is often a winning formula. You know the taco ad where the family are arguing about whether they should have hard or soft tacos and the little girl cleverly points out they could have both? Working across print and digital marketing sometimes feels like you’re dealing with that crazy family steadfastly arguing for their own preferred medium. Like the happy family who settle on a mix of soft and hard tacos, successful marketing campaigns often utilise both print and digital ads to get their message out there. There is no ‘best way’ when it comes to marketing [...]

Catching clients in a funnel

As a business, the world of marketing can be daunting, with numerous channels and limited time and budgets. And if you’re not a marketing expert, it’s more confusing trying to understand how to best market a company for optimum results. The other day I was searching the internet for a specific business on Google and noticed that one of their competitors came up on top in AdWords. They must have been paying to use the company I was looking for’s name as one of their keywords. But I didn’t want to hear from them at this point. By this stage in the purchasing process I already knew what I wanted and the company that I wanted to buy from. It felt a bit like someone jumping out when I was already at the cash register and trying to force an alternative product into my hand. [...]

Made to measure or off the shelf?

Many companies I talk to are expanding beyond traditional advertising to focus more on custom marketing - improving their websites, creating a social media presence etc. This is a great idea, if you actually do it. But it’s not as easy or cheap as it looks to do properly. I was talking to a company who was shifting their strategy to ‘thought leadership on LinkedIn’, which they decided to do in-house. Great idea I thought and I started following them that day to see what they were doing. A few months later, they shared a batch of 3 or 4 press releases in the one day. Six months on from that, they hadn’t done anything else. Yes, doing your own customised content marketing, social media etc is a great idea and one that we strongly encourage, but to do it well takes a lot of [...]

Your audience doesn’t stick to just one channel, so neither should you

It surprises me how many companies still seem to segment their marketing plans into a print campaign here, an online campaign there, and social media as a hastily scrambled together afterthought. When weighing up the various marketing channels available – print, web, direct email and social media to name just a few – it’s worth thinking about where your customers really are and what they’re doing. Chances are your customers don’t confine themselves to just one form of media, so neither should you. This means that often there is substantial crossover in the audiences you can reach via print, online and social. It’s the same people, consuming different media at different times of the day and in different ways. In order to make the most out of this, marketers should; Aim for a consistent message and brand across all media, but also Make the most [...]

Does your brand need a health check?

“You never know just how you look through other people’s eyes,” as Gibby Haynes sang, and it’s as true for brands as it is for people. I’ve worked with some companies who had researched their brand image, and were shocked to find just how different the market perception of them was compared to how they saw themselves. There were striking differences in how they understood their business compared to how it was perceived by their customers and targets. This was not all bad. It wasn’t so much that there was a negative, or even a wrong view, of the brands in question, but instead a skewed perception. Often they were known for one particular product offering that in their own minds was not the core of their business, and the market was simply unaware of their capacities. Sometimes companies that thought they were undercutting their [...]