Marketing Your Firm: Key Foundations You’ve Got to Get Right

Margaret-Mary Owusu, Hannah Thilthorpe and Blair Clarke

Margaret-Mary Owusu, Hannah Thilthorpe and Blair Clarke

Hannah Thilthorpe, Account Director, Twogether

Written by Margaret-Mary Owusu and Blair Clarke

In the second blog of our marketing series, GCU London students Margaret-Mary Owusu and Blair Clarke write about what they learned from Hannah Thilthorpe’s seminar at QuickBooks Connect on creating strategies that can successfully build your business.

When starting up a business, many business owners miss putting the ‘fundamentals’ in place. With over 20 years’ marketing experience with some of the world’s leading brands, Digital Marketing Account Director, Hannah Thilthorpe, led a practical seminar on defining the key foundational strategies necessary to grow a business now and in the future.

“Traditional, status-quo marketing is dead – children of today will certainly never, ever understand this concept of mass communication” says
Grassegger and Krogerus

Below are the key takeaways from the seminar:

    • 7 P’s Marketing mix – 7 P’s:Price, Product, Place, Promotion, People, Process, Physical Evidence. Ensure to balance them all – no point having great promotional activities if you have a poor product and you don’t treat your employees fairly
    • We live in a world driven so heavily by data, that we can be targeted on a 1-2-1 basis. No more scattergun/cast your net wide approach. An increased importance, on all levels, is given to personalisation
    • 7C’s of Marketing in the new era:
        1. : Your logo is one of the many touchpoints of your brand, so ensure consistency in line with your brand values, and across all brand touchpoints.“Repetition and replication builds reputation and awareness”
        2. Customer: Put your customer at the heart of everything you do. Think like your customer; Act like your customer. A non-customer centric approach is effectively you pushing the messages you want to push, rather than considering what they want to hear. Customer profiling is important: know your customer group, what do they like? Where can you find them? Understanding consumers increases loyalty, engagement, efficiency, agility, and creates some form of differentiation. If you have more than one type of customer, think about how you could group them.
        3. Credibility: Co-branding (buddying up with a more established brand) and customer recommendation adds to a brands credibility
        4. Content: Your content should be relevant to your customers. Think about what your customers want. Be sincere and real. Try not to overload your website with content, as it will overwhelm your consumers. Websites should be mobile-friendly and the content edited accordingly.
        5. Context: Your Google search results can be totally different to the person sitting next to you. All depends on context – type of device used for the search, search history, whether you are logged into a Google account, your geographic location.Context depends on the location and device the individual is using. Your website should be mobile friendly.
        6. Conversion:
          • You need to create some form of awareness
          • You need to create an interest in your customers
          • You need to create a desire in your customers
          • There must be a call to action
        7. Call to action: “A beautiful ad with no call to action is just a piece of art”

      Content tips

      Whatever you say to the public should be exactly what you are doing – be transparent! Also, be very clear as to what you want your audience to do as a ‘call to action’ is very closely linked to conversion. Make your message ‘to the point’ and give it a sense of urgency.

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