Read Full Mix Marketing’s latest marketing how-to column in the November 2018 edition of ‘Connected’ magazine from Cambridgeshire Chambers of Commerce:
Digital Marketing – How Can Your Business Grow Online?
CIM Chartered Marketer Sarah West, from award-winning Norwich marketing agency, Full Mix Marketing, answers some frequent questions about investing wisely in digital marketing.
1 – Is digital marketing the answer?
The right mix of marketing is unique to every business and should focus on whatever creates the greatest return.
If people are actively searching online for your product or service, a well-designed website, search engine optimisation (SEO) and paid search advertising (PPC), can be highly effective. If what you deliver needs more introduction or explanation, resources might be better directed to other tactics such as social media or offline marketing.
If you know who your target customers are, the best results typically come from marketing directly to them. Online this can include display advertising, email campaigns and social media.
2 – Do we need a new website?
Many digital marketing agencies will automatically recommend a new website. One is beneficial if your current site is out dated, difficult to use or displays poorly on mobile devices. However, a new website alone is unlikely to significantly increase the visitors it receives. Many improvements which increase traffic, enquiries or sales, are possible to an existing site. It’s best to understand the true issues (and likely gain) before investing in a new website alone. Remember, content and functionality are almost always more influential on results than how a website looks.
3 – How do we get more from Google?
Though there is no instruction manual, the principles of satisfying search engines are relatively simple. Google wants to provide users with the very best experience by prioritising quality websites and content. Effective search engine optimisation follows the same rules. A well-constructed website, with fresh and relevant text, linked to by other respected websites, will ultimately rank higher. Anything which is unmaintained, broken or seeks to manipulate Google, will have a negative impact.
4 – Is social media effective for B2B?
Social media can be very powerful. If you’re selling to other businesses, Twitter can be a strong channel but requires very frequent tweets or paid advertising. If your clientele is senior or professional, LinkedIn may be more productive but quality is as important as quantity.
Social media is best when you have news to share, so integrate it with a good PR strategy to generate even greater results
Read article here: https://issuu.com/connected-magazine/docs/connected_november_2018/40
On Thursday 18th October, our directors and founders Sarah and James, enjoyed a fantastic evening at the Institute of Directors’ national ‘Director of the Year Awards’ at The Royal Horticultural Halls in Westminster, London.
The prestigious black tie ceremony was attended by over 400 people and hosted by the BBC’s Claudia Winkleman. Awards were made in thirteen categories with the national winners selected from the winners from each of the ten UK regions. The event was sponsored by Jaguar, St James Place Wealth Management and IOSH.
As the IoD’s New Director of the Year 2018 for East Anglia, Sarah was a finalist in the national category which was ultimately won by Daniel O’Toole, Chief Executive Officer of Retail Merchandising Services from Wales. Commiserations too to our client Andrew Brammer of PSS who was a finalist for Global Director of the Year.
The only disappointment from the lavish event was the lack of a winner in any category from East Anglia. Our directors were very proud to share the the event with such fantastically talented and resourceful individuals and businesses from the East of England.
For anyone wishing to enter for 2019, and looking for experienced support with their application, we at Full Mix Marketing would be delighted to help.
We’re excited to launch a new website and brochure as part of our ongoing marketing for Johnston Logistics UK.
Throughout 2018, we’ve delivered a full mix of strategic, digital and offline marketing, including new brand messaging, PPC, direct marketing and PR. Their transformational year has culminated in immediate plans to build a further 66,000 square feet of warehousing to cater for growth.
As part of our agreed strategy we’ve redeveloped their website to include new content, images and navigation throughout, all aimed at improving user experience, mobile responsiveness, search engine optimisation and sales conversions. To help control costs, we’ve redeveloped their existing WordPress-based site, keeping the original feel but improving the structure, coding and optimisation of key elements.
Earlier this year, we developed the ‘Easy Switch’ initiative to highlight how quickly and smoothly businesses can switch to Johnston Logistics UK. This helps them stand out from competitors and takes a prominent position on the new website, including through use of a modal pop-up to grab attention.
We identified that Johnston Logistics UK have received an increase in enquires from overseas companies looking to create a post-Brexit UK logistics hub. As well as turning this into a number of successful press releases and PR opportunities, we’ve created a dedicated section within the website to cater for such clients
In addition, we’ve created a high-quality printed brochure which echoes the look, feel and content of the website and Johnston Logistics brand. This will be used alongside other physical marketing materials with new prospects, customers and trade shows.
Our full mix of marketing has helped build Johnston Logistics’ brand and create the results they need. Our redeveloped website gives them a better online presence, enabling them to capitalise on increased traffic from online advertising, SEO, social media and content marketing.
Discover why Sarah established Full Mix Marketing, the results we’ve delivered for our clients and our exciting plans for the year ahead. See article below:
Norfolk Voice – Last Word – October 2018
Sarah West is an accomplished Chartered Marketer with almost 20 years’ experience in both marketing agencies and managing marketing within companies.
In 2016 she launched her own marketing agency focused on providing highly-effective marketing. Norwich-based Full Mix Marketing has become well respected for delivering strong results for clients in sectors including manufacturing, IT, logistics, engineering and services.
An active member of the business community, Sarah has been invited to speak at numerous events including the Chambers of Commerce, local business media and the Chartered Institute of Marketing. In 2017 Full Mix Marketing became a Future50 business and Sarah recently won the Institute of Directors’ New Director of the Year award for East Anglia.
Outside of work, Sarah likes watching England play rugby, spending quality time with her family and enjoying the odd glass of wine!
Briefly tell us about your business?
We create the strategic, digital or offline marketing our clients need to succeed. It may be a single piece, like building a website or writing a press release, or becoming their outsourced marketing department and delivering their entire campaign.
We saw the need for a marketing agency which focused on providing results, rather than simply graphic or digital design. Whether it’s a brochure, rebrand, SEO or a full marketing strategy, we’re now trusted by businesses across sectors to deliver the results they need.
What’s the biggest challenge facing your business?
Having gone through the establishment phase, the biggest challenge now is managing our expansion. As we’ve helped our customers grow they’ve typically turned to us to deliver even more on their behalf.
Overall, we’ve focused on employing the right staff, investing in their development and getting the processes in place to make sure we can all do a great job for our clients.
How many employees do you have and how are you looking to grow?
We’re now at five with plans to take on more. We increasingly need more staff with specific skills like web design or creative copy writing. However, it’s absolutely crucial they understand marketing and what leads to the results our clients require.
We’ve taken our time over recruitment and been fortunate to attract some great people to our team. They have skills developed in international companies, fast-paced digital agencies and working for blue-chip British brands.
Whilst my fellow director and I are both chartered professionals with a wealth of commercial experience, it’s so important to have all this knowledge within the team to utilise. Our clients really benefit.
What has been your greatest success and why?
Without doubt the biggest success is the difference we’ve made for our clients. Of course, our own success too is dependent on doing a good job and developing a strong reputation.
We’ve worked with a number of clients for over a year now and their growing at an unprecedented rate. There are individual successes like doubling visitors to their website, creating an email campaign that results in many enquiries or seeing a press release widely published. However, when our clients are reporting an increase in turnover by over 40%, we know we’re doing a good job and can help others do the same.
What’s the next challenge for your business and how will you achieve it?
We’re hopefully a very adaptive business. Having established over the last two years, we’re now in the next part of our evolution. With what we’ve learned, we’ve recently subtly rebranded to better reflect our clients and what we deliver. We’re expanded our horizons to appeal to more businesses both inside and outside our region.
Staff and skills will remain critical. However, if we continue to be a successful, professional and effective marketing agency, we can hopefully continue to attract great staff and great clients alike.
Read the full article here; https://issuu.com/distinctivepublishing/docs/nv48/66