Weekly Updates

Things we’re thinking about this week:

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Why are certain things done the way they’re done?

Fancy restaurants have tables with white tablecloths - but why? Is it to show off that it’s fine dining? Is it to differentiate from other restaurants by showing that they’re putting in the extra effort? Is it to provide a better feel for the elbows? Is it easier to clean? Turns out it’s to hide the fact that the table is cheap - usually cheap plywood. If you spent thousands of dollars on a beautifully crafted oak, you’re not hiding it under a table cloth, you’re showing it off.

It seems obvious once you know the answer, but you could easily be tricked into assuming one thing. Just because it’s conventional to do one thing, doesn’t necessarily make it right. Handing out name cards as soon as you meet someone? Almost always accomplishes nothing.

If we sit back and examine all the little details of why we do something, we can easily uncover certain things that would allow you to show off your personality and charm. Just have to put in the effort and not settle for ‘this is how everyone else does it’.

Should you be paying for Marketing Services?

https://www.fuandg.com/resources/

https://www.fuandg.com/resources/

Short answer - NO.

People are busy, and any are often looking for shortcuts. In the world of marketing, you can pay for help in literally anything you can think of - but that doesn't mean that you should!

There are a plethora of free tools that you can use to improve the marketing that you're doing. From SEO, to social media automation to reporting - as long as you're willing to look and learn, you can find tools that fit your needs. There are tools that you can buy to help you automate things, but using them doesn't necessarily mean that you're going to get better results.

A lot of people use tools because it gives off the appearance that they're doing something useful. It's honestly a lazy way for people to feel like they have accomplished something. In reality, most people never fully utilise the basic tools that are available for free (e.g. Facebook Insights).

Using tools are fine, but don't use them as a substitute for learning. I've gathered a plethora of free tools and resources you can use today right here.

Diving into Digital Marketing

Photo by  Nadine Shaabana  on  Unsplash

You've been tasked to manage all the digital marketing - where do you begin? (here) And do you have to spend money? (NO)

While it might seem like an impossible task (digital marketing covers all things digital after all), taking a systematic approach at least makes it seem less daunting.

All the glory and attention in digital marketing is put on SEM/PPC/Display ads, and for good reason - they're relatively cheap, scalable and measurable. However, it's important to not fall into the trap of thinking that paid digital marketing is all there is to do, there are many FREE (or earned) things to get started on first.

Beyond the basics (understanding the audience, finding your USP and being present on the right channels), creating your own content is where you should be spending the bulk of your time. Creating your own content for social media (or your website) doesn't have to be difficult or expensive (but it usually does take time). However, it's key to think about the type of content and the quality of the story - you need to make sure that it caters to the exact audience you're looking to attract, because if they don't care, what was the point? This is the mistake most marketers make with content - they believe that if they build it, people will come. They couldn't be further from the truth.

Apart from content, you should also consider PR - it still works! Understanding that journalists and bloggers are starving for good content as well, and working with them to craft interesting storylines can go a long way. You might not have a strong audience/community, but they certainly do.

Finally, look towards your 1,000 true fans for help. They are going to guide you towards where you need to be more present and how best to expand your inner circle of fans. This could be community events you should be present in, ideas on cross-collaborations with other brands or branded opportunities you didn't know otherwise existed. It's better to ask and find out than wonder what could have been.