NICHE BUSINESS
Marketing Forum
TOP TIPS FOR AN EFFECTIVE BROCHURE SALLY SMITH Marketing Director at Cross Productions
SICK OF WASTING MONEY ON MARKETING? How many times have you tried something new to market your business? One of the common phrases I hear is: “it didn’t work”. Nine times out of 10, there are some key elements that have been overlooked after a project has been passed off as a ‘waste of time’. Recently, a client and I were exploring marketing options to tie in with their company goals. When I broached the subject of flyering, I was met with ‘tried that, it doesn’t work’. When talking in more depth, they ‘only’ gained one client as a result from this activity. This transpired to be the largest client the company looks after. The flyering held a cost of £500 for design, print, and distribution and the one customer has now spent in excess of £15,000! Many companies will decide on an avenue to market and start running. Here are my top four steps to successful marketing. Have a strategy: What have you tried in the past? Who are you targeting? What are your users’ ‘pain points’? Set clear objectives: Having key performance indicators (KPIs) set is important. If you don’t know what you’re aiming to achieve, how will you know when you’ve achieved it? Create relevant content: Now you know who you’re targeting and what their problems are, you can tailor the wording to resonate with them. Process, process, process: Without following a process from beginning to end, how do you know if what you’re doing is working? If your actions produce desired outcomes, can you replicate this? Always work with a mindset of: “If I got hit by a bus tomorrow, could someone else pick this up easily?” 68 | NICHE
With many marketers focusing their attention on digital and social media marketing, creating a printed company brochure could help you stand out in a crowded market. To help you create your company brochure, I have compiled a list of top tips for an effective brochure that sells. Consider the purpose of your company brochure. As with any print marketing campaign, it is always important to consider your goals. Is the purpose of your brochure to increase your brand awareness? Or to be used in conjunction with your next virtual event? It’s important to keep your end goal in mind. Write your copy in response to what your audience will need to know to fulfil your goals. Put your readers first. When considering your product brochure design, do your research and put your target audience first. When writing copy for brochures, ask yourself: ◆ What are my target audience’s pain points?
CHRIS GOODMAN Managing Director at Soar Valley Press ◆ How can I help solve their pain points?
What is my USP? The answers are the messages you should lead with in the copy. Use high-quality paper. The quality of your brochure will set the tone for the perceived quality of your products and services. Opting for 150-200gsm for your inner paper stock is a great way to show you care for your brand. Integrate your online and offline marketing. Integrating your digital and print marketing is one of the best ways for your company brochure to be effective. One of the best ways of achieving such results is through QR codes to bring prospects directly to your website. ◆
ENHANCE YOUR MARKETING FOR FREE REMY CLARKE Director at Cymer Marketing Solutions As businesses are re-energised following lockdown easing, there are tools available to enhance your marketing, raise visibility and improve web presence without hitting the budget. Whether you are an established business or a new start-up, here are some free tools that I recommend as part of your marketing setup. Google My Business: This allows a business to engage with customers across Google Search and Google Maps. Build a more powerful listing containing images, reviews, and action buttons to enhance reputation and drive more traffic or enquiries. Social Media: Another way to increase awareness and gain credibility is by having a social media presence. The channels you use will depend on the industry you are in and the audience
you are looking to attract. Once you have identified which ones, create your pages and complete your profile in full to help your audience find you. Regular and relevant content will grow your audience and keep them interested. CRM: Several platforms exist with a basic subscription free version which can help serve smaller businesses needing to keep contacts in order, record a sales pipeline and develop a few marketing campaigns. You will probably have to live with some branding from the platform provider, but if configured correctly, the operational gains will be worth it! Memberships & Networks: Check what is published through Federation of Small Businesses (FSB) or your local Chamber. They have a wealth of webinars and events at their disposal to boost marketing knowledge, skills, and aid self-development. You probably have marketing specialists within your network that will help guide you. Set the foundations right and you can build a strategy to grow from.