Why boring marketing is best.

​Often when we think marketing, we think big fancy advertising campaigns, expensive events and flashy product launches. Yes, that is one facet of marketing, but for many businesses it is not the most important part of the marketing mix.
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Effective marketing needs to be efficient. It must adjust to the local economic environment and the business objectives. It must be driven by data and this data needs to be analysed regularly to identify trends and make decisions based on this fluid information flow.

Today, I gave a client a high five. We have hit page 1 on google for their local category search.

Well done to us!

We launched a new website recently and haven’t yet spent any money on digital advertising. It got me thinking, wow – good one Rox, you’ve exceeded your own expectations, but ego aside, I reflected on what we have done well:

1. We started with a plan. A well thought out plan, not just for the digital side of the business, but for the whole business. This marketing plan was closely linked to the overall business objectives.
2. We started blogging regularly. I mean religiously regularly. I have joked that I should start paying him (my client) to get my blogging more regular! He has about 6 months worth of blogs written, edited, ready to go, so that as the business gets busy, he doesn’t need to stress, he can still publish a blog.
3. We tied the on-line activity in with the off-line or real-world activity. This is a word of mouth business, that doesn’t rely on random people walking in off the street, however when we looked at the overall profile of the business, we agreed lifting it would only result in positive outcomes.
4. We were patient. We didn’t launch the new website without having all our ducks in a row first.
5. We did the small things. Properly compressed images for fast loading, mobile responsive site that re-sizes mobile to desktop to tablet screen automatically, alt tags for every image, meta data for every section, we turned on every tool we have available to us.
6. We looked at the entire digital footprint, not just the website. We asked ourselves, how do we want it all to work together?
7. We reviewed our activity regularly, comparing actual activity to planned activity.
8. We weren’t perfect, and when we dropped the ball, we worked out why and put processes in to ensure it doesn’t happen again.

Once I reflected on these 9 key things we’ve done right, I realised not one of them was big, sexy, expensive or flashy. Actually, a lot of it is boring. Having a plan, working the plan, reviewing the plan, working the plan. Boring.

But it works!

Boring marketing works best.

You know why? It is not boring to your target market, it’s consistent. And consistency says; reliable and dependable.

Just what we wanted. Funny that!
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How can you bring a little more boring into your marketing activity to drive consistency and results?