Page 44 - Nine Yards Magazine 2021/2022 - Old Mutual Corporate

taking the lead know-how
9 things to know about marketing
The one advantage of social media and digital marketing is that it is very quick and often
free to track the results. Jonathan Katende of Talk360, a calling app that went into the scale- up phase during the pandemic, explains where your focus should be.
COST OF ACQUISITION VS RETURN ON INVESTMENT Campaign performance
is one thing, but it has to be cost-effective to achieve fast, efficient growth. Keep tabs on your marketing spend vs the return on investment and the quality of who you reach vs the size (quantity) of that audience.
BE SCIENTIFIC
Marketing is about testing
and experimenting. Not
all businesses have to be
on social media or create
the next viral TikTok video. The best channel for your audience is the one with the biggest impact.
BE MEMORABLE
Find creative ways to differentiate your brand and product from your
competitors. This could be hit and miss, depending on how gung-ho or quirky you get, but give your customers something to remember.
WORD OF MOUTH WINS
Give your customers an experience they want to
talk about (in a good way)
and nudge them to your Google My Business profile to review your business.
GOOD REVIEWS
= CREDIBILITY Nothing says ‘happy customer’ like an authentic testimonial.
This is particularly meaningful in the B2B sector, so try to leverage your existing customers to bring credibility to your business.
KNOW YOUR TARGET AUDIENCE Marketing is about speaking to the right people at
the right time. Therefore, knowing who they are is the key to marketing success. Give hyperfocus
to location, need and your value proposition (why someone should buy your product).
CLEARLY DEFINE YOUR
BRAND IDENTITY
Highlight what your brand stands for and why that would/should mean something to your customer. Your brand identity
will be the difference between repeat purchases and once-off sales based on discounts or free promos.
YOU DON’T NEED A
BIG BUDGET
...but you do need to
efficiently identify channels
that you can test over the
duration of your campaign.
Increase your budget over time when you have demonstrated success in a particular channel.
UNDERSTAND WHICH CHANNELS WORK
If you are running a campaign on several marketing channels at once, measure what works and why.
A simple way to do this is with a survey asking customers where they heard about your business.
Jonathan Katende is a B2B and B2C marketer with experience in information technology and pre-built software (SaaS), ICT, healthcare, ride-hailing and consumer electronics. He is currently Growth Lead at Talk360.
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