COLUMNIST – MARKETING
Reaching success and smashing goals Andy Sarson
Christina Robinson
APS Marketing Consulting Services Andy helps small businesses
“Hey Christina – what does success look like on
‘make their marketing pieces fit’,
social media?’
by developing marketing strategies with affordable plans and campaign delivery designed for growth and to get results. With more than 30 years’ marketing industry experience at marketing agencies and large corporates, much of it working with local and regional sales outlets, he has the knowledge to find the right marketing mix to reach your target audience to achieve the
There isn’t a straightforward answer, as it’s different for everyone. Ultimately – your success is what you make it! However, professionally, I’d take the following things into consideration before deciding what success means for your business.
best possible ROI. Services include marketing strategy and planning, project management, campaign management and, of course, marketing consultancy. Andy is a Fellow of The Chartered Institute of Marketing 07773 366393 andy.sarson@apsmarketingservices.co.uk apsmarketingservices.co.uk
Should you measure social media success by how many leads you get? B2B… Yes. Absolutely. (A little tip for you, though, make sure you define what a lead looks like for social media. For most people telling me social media doesn’t bring sales to their B2B business, this is often the first thing we need to fix. Defining
■ What share of the market do you want and how does that compare? ■ Do you have a niche product or service that’s better than your competitors (and why)? ■ How are you different? Once you have answered those question, do a good old fashioned SWOT analysis to identify your business’s strengths, weaknesses, opportunities, and
the lead and planning the follow-up!) B2C… I’d suggest not! Products under £50 are more of an impulse purchase. You’ll look to see sales, and look to see your email database grow, but if you’re getting a bunch of messages from people asking questions but not buying and not signing up. That might be a lead, but it isn’t a sale! Measuring on conversion is always a much better option than actually measuring leads when it comes to defining success. But social media isn’t just about sales! Your overall marketing plan should have clear objectives, I suggest breaking these down and knowing exactly why you’re active on each platform you choose. I always use our accounts as an example of this. The one objective I have is to create reassurance when people are doing their due diligence! So, go back to your strategy. If you don’t have one, create one! Or check out our strategy planning service! Ultimately – social media success is driven by a solid strategy with clear goals and measurable outcomes. What it looks like is down to you!
Green Umbrella Marketing 01604 726758 christina.robinson@green-umbrella.biz green-umbrella.biz
