Latest news, fresh ideas and free marketing tips
A post on social media is twice as likely to be shared or retweeted by others when it includes an image. In this video blog, I talk about how a important it is for a business to get creative with producing images for use on their social media pages, and how this can be done, even without any graphic design skills!
I hope you find this video blog useful, and I hope it inspires you to get creative when using images in your social media strategy.
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Getting customers and clients to stick with you long-term is one of the most efficient and profitable ways to grow your business. I often get asked for advice from my clients on strategic ways to build loyalty and increase repeat custom. In this short video I share 3 ways every business can encourage more customer loyalty in their business. Enjoy!
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If you’ve ever had to try coming up with a tagline or slogan for a product, service or business as a whole, you’ll probably agree with me in saying it’s not an easy thing to do. Many of my clients have commented that writing an effective tagline has been one of the biggest challenges for them in their marketing communications development.
A tagline needs to be concise, to the point and memorable, while also telling your potential customers or clients something about your business (preferably the most important thing – we’ll come back to this in a minute).
So, here are 4 quick tips to help with coming up with an effective tagline…
1. Have you done the strategy groundwork on your business? Do you know what the most important thing is that your target audience most care about from your product or service? Is it quality? Expertise? Customer care? Or maybe something more emotive like the feel-good factor. It’s also worth considering what it is that sets you apart from your competitors, and what you want to be well-known for in your field or industry. It’s useful to try and pin this down to just one (at a push two) things. I know this is hard, but doing this will make constructing a tagline that typifies your business’ most important feature lots easier. You also need to think about the extent the tagline is also required to communicate what it is you actually do. The name of your business or product might already do this so your tagline doesn’t need to (e.g. If the name of your business is ‘Photo Restoration Services’), but if your name doesn’t explain what you do, you may also need to think about how to work this into the tagline as well.
2. Find inspiration! Sitting down with a blank sheet of paper and pen might not be the greatest way to get creative coming up with a tagline. You could begin by reading testimonials or feedback comments from past customers if you have them, looking at the sorts of words and descriptions they have used when speaking about your business. Ask friends and colleagues who know you and your business well for ideas; people process concepts in different ways and they might be able to capture things in a way you wouldn’t have come up with on your own. You can also test out your ideas on people who are less familiar with what you do and ask what they think you are trying to communicate about the business, product or service. Alternatively, a good tip is to go for a walk, both physically and mentally. There is no ‘correct’ process to arriving at a tagline – use whatever you think will help you to arrive at a clear and compelling message.
3. Play around with words and phrases. I have seen good taglines in the form of commands, descriptions and even questions, so play around with the structure a little. Look up synonyms and related words to those you think help say what you want to say. And don’t forget to test out different ideas by saying them out loud, not just seeing how they look on paper.
4. Allow scope for growth. Your tagline is part of the business identity. You don’t want one you’ll have to change every time you add a new product or service to your portfolio. This is especially important if your business is still quite new as you may wish to change things about your business in the first few years. So is your tagline specific enough to clearly convey what you’re about, while being generic enough to allow for some future change and growth?
Above all, don’t panic if a suitable tagline doesn’t come to you straight away. Be prepared to be patient and give the ideas chance to develop in your mind.
Over to you
How have you gone about formulating a tagline or slogan? What has led you to finding just the right words to sum up your business or product? Leave a comment below, let us know what’s worked for you.
I hope you find these tips helpful. Please do get in touch if you would like to chat more about your marketing communications for your business.
Thanks for reading,
If you have been running a business for any length of time, you will no doubt have realised the endless possibilities out there for marketing yourself. It is likely you will already have received several phone calls or emails from people trying to sell you advertising space in one of their upcoming magazine editions, in the local newspaper or even on the back of a bus. With the rapid growth of technology, the Internet and social media, this opens up even more doors in terms of marketing and developing an online presence. Some companies will literally pay thousands to an SEO company to ensure that they stay at the top of Google’s rankings despite the ever-changing algorithms being implemented by the online ‘powers that be’.
There are clearly lots of choices in terms of how we market ourselves. But I want to say something that may, on initial hearing, sound quite radical.
What I want to say is this: just because you can, it doesn’t mean you should. I believe this rule applies to marketing just as much as to pimping up cars.
Resist the unwritten rule
There seems have emerged an unwritten rule in business that we should be exploring every single possible avenue for getting ourselves out there, regardless of its cost of effectiveness level. And for some businesses and some marketing strategies, this could arguably be valid. But for the majority of us small businesses, where marketing budgets are slim and time is precious, I want to suggest that we be radical and resist the pressure to conform to this rule. We need to make sure we get the best possible return-on-investment for every pound and every hour we spend on our marketing.
If you have taken the time to put together a coherent marketing strategy, it will hopefully have become clear to you that not all marketing methods will be effective or appropriate to you. I am the first to admit that marketing can be an excellent way to waste good amounts of time and money! It is not enough to think that just because you are doing something with your marketing that you are doing it correctly or successfully.
Be fussy!
So don’t be afraid to be picky about the marketing methods you decide to use; it might be that you only explore 2 or 3 channels to begin with. Choose wisely, and make smart decisions based on the thinking you have done regarding your business environment, marketing objectives, target audience, positioning and business identity. Ask yourself “Does it make sense for me to pay for an ad on the back of this bus?”
Of course all this comes with the caveat that marketing is not an exact science; we are dealing with people and people are inevitably unpredictable! There is never a 100% guarantee of a good return on your marketing efforts. But if you have done that foundational thinking behind your marketing strategy and asked yourself the right questions, then against this backdrop you should be able to confidently make wise and sensible decisions about the best marketing methods to use and stand a much better chance of your marketing delivering the results you are after.
Thanks for reading, and I hope it’s been food for thought. Questions and comments below are always welcome.
One of the services Back Room SAM offers is a 2-3 hour marketing strategy session structured specifically for small business owners. If you think this is something you think your business might find useful, then please do get in touch.