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- 6 Marketing Steps

Katie Kitson

 May - July 2017

An area often misunderstood and unappreciated is marketing, however when you realise you need to do it, it can be a very daunting process if you haven’t done it before. 

Here are just 6 things that I would suggest are imperative for all businesses regardless of size, industry or budget.


1.    Plan
It is important to have a plan “you need to know where you are going before you get there”, otherwise it would be a waste of time, money and resources. 

B Specific:
Decide what it is that you really want to achieve. You might have a list the length of your arm but look at what you want to focus on at each given time and narrow it down. For example, instead of saying I want more Facebook followers, how many more do you want to achieve in a certain time-frame? Knowing this you can create a measurable and workable plan – instead of hoping for the best.

Examples of other areas you might want to focus on: launching a new product/service and getting 10 more paying clients.

Once you have decided what it is you want to achieve, think about 1 or 2 ways you could achieve this - e.g. if you want 100 more Facebook followers you might want to host a Facebook competition, email your existing email list and/or partner with someone who is active on there 

and building/has a good reputation within your area.

2.    Social Media
An area that you can no longer ignore. It is continually growing and there are many different platforms around that are ideal for different businesses, depending on whether you want to focus on business to business (B2B) or business to consumer (B2C).

However whichever platforms you choose to use you must:

B Consistent: 
Posting regularly and in the same recognisable tone of voice will ensure it is easy for your audience to understand who you are, and what you are about - thereby helping to build the right reputation. 

If your posts are inconsistent, people won’t know who you really are and what you stand for, therefore increasing the chances of blending into the rest of the ‘noise’. 

If people recognise you, they are likely to give you more of their time, because they want to see what you have to share and say.

B Targeted:  
You should know who your audience are (saying everyone will make it hard to target people properly – look at point one and create a plan). 

If you know your audience then you can look at analytics to see whether you are already attracting that type of viewer. If you are successful keep going and look at your most successful posts to help continue your growth of awareness and potential new clients. If you aren’t look at why you think this might be – if you have one post that targets them a little bit then start here.

B Active: 
Due to the speed that people post, social media feeds never look the same for long, so posting regularly is important (ideally at least once a day). 

The time of day you post will also affect how much you will be seen.  Look at your analytics to see what time of the day your posts generate the best response for views by your target audience and if only posting once or twice a day aim to post around then. 

Obviously the more you post the more chance you have to be seen.

B Engaging:
You need people to like your posts in order for them to continually see future posts. Liking your page alone doesn’t guarantee who sees your posts.

In order to do social media correctly takes a lot of time, so why not create content ahead of time and pre-schedule - however, you need to be responsive to any comments your posts receive as this will help boost your posts and help you engage with potential new clients/repeat clients.

If you struggle with posting regularly/knowing what to say, why not team up with someone else who is active, relevant to your business and can help you. Together you can attract a larger audience and enhance your awareness. Whether it is a similar/complimentary business, group you help out with, or like us, a magazine you advertise with, talk to them to see if there is a plan in place for how they can help you – you might be surprised how easy it is.

3.    Advertise
“When more people know about you, more people can buy from you.”
To keep growing and getting in front of a new/extended audience you don’t need a big budget – you just need to be smart. 

Look at advertising in places that will maximise your investment and potential audience engagement. 

Whilst it is true you often get what you pay for, there are exceptions to the rule. 

Look for new businesses who are likely to be running offers whilst they build their reputation, those who automatically offer extra benefits – sometimes available when you do things more than once e.g. advertisers who appear in 3 plus issues, or on the back pages with B Inspired Magazine, can feature in their goodie bags free of charge, which are handed out at a lot of local events, increasing their potential audience even further, and what’s on guide adverts appear both in the magazine and website, but also on the Facebook Friday weekly guides.

Also, don’t forget to target and advertise to your existing clients – they already know how good you are and statistically are easier to convert into new business. 

4.    Promote
“Become a recognised voice.”

As previously mentioned under point 2, let people know you exist and be consistent and engaging.

B Consistent – People “like, know and then trust.”

B Engaging -Share new stories / insights and give something back. Promoting not just yourself but others as well, shows you are not just thinking about yourself, and have a heart, thereby making it easier for people to connect with you.


5.    Email
“It’s easier to convert people into clients if they are already aware of your business.”

If you aren’t sure where to start, create a list of family and friends, and ask them for referrals – don’t be afraid to ask, people like to help. Also gather emails from your website, social media and networking. - B careful when creating your list as you can’t add people without their permission.
Once you have your list try to communicate with them at least once a month (depending on what you are sharing) in order to stay on their radar, but not fill up their inbox, as unless they are always engaging (look at your analytics) your list are likely to unsubscribe.


6.    Review
Just like if you don’t plan, if you don’t review, you won’t know how you performed, and therefore will waste your time and money.

B Specific:
At the end of every month review your stats and record the numbers!

Your plan for the month will affect what you look at, but items to consider are: 
- sales
- new clients/lost clients
- website and social media traffic
- email subscribers (and activity) 
- advertising spend and results…

Depending on what you are doing, you can’t always expect instant results from everything, as things can take time (like, know, trust), but depending on what your company’s existing presence and perception is will often determine the speed of results. 

Don’t give up at the first hurdle, with a plan and review in place you will be able to see what does and doesn’t work allowing you to grow and prosper. 

Contact us if you would like to see how we can work together.

Further Details:

B Inspired Publications Ltd focuses on the positives of the community and is designed to give everyone a voice based on this.



Tel: 01480 471169

Facebook: /B Inspired Magazine