What a year it has been for Pinpoint Marketing. How was 2019 for you? …

2019 review.PNG

Whether it is a sign of age, or is it just me, but 2019 went by in a flash! I cannot believe the end of the year is coming to a close very soon.

So how was the year for you? Did you achieve your personal and business goals for 2019? The year at Pinpoint Marketing was a great one, if we don’t sound too boastful here. This year was our 11th year of trading and it went better than we could of ever imagined. We attended over 20 networking events, including with the Athena Network. We also posted hundreds of social media posts, sent 12 newsletters and posted many blogs. We also ran a series of Marketing workshops from September to November, which was a first for the business. We also had articles published in the media too and have given a few marketing related presentations to local, small businesses.

In October lIMG_6754ast year, we won an #SBS award from Theo Paphitis. We then attended his annual event for SBS winners in February. I was very pleased and priviledge to be asked to run a marketing based workshop at this event. There aren’t many occasions when my name will be on the same bill/agenda as Theo Paphitis. It went well and the feedback was great. Very proud moment.

In March, I then ticked off another dream of attending a masterclass wiTPCN9059.JPGth Baroness Karren Brady and to make it even more of a dream, this day was at the London Stadium, the home of my team, West Ham! I gained so much from this event and from Karren herself. Find out more about her website here.

wow-badgeThen in May time, Pinpoint Marketing won a #WOW award from Jacqueline Gold. This was another great achievement for Pinpoint. Jacqueline is such as an inspirational female entrepreneur.

We also had the website revamped and enhanced, which was another box ticked, thank you to Jo Dickie. Read the site here. And we created new look business cards and flyers to promote the business too. Thank you Alison Joshi.

Finally, the business has again a great year servicing our regular, retainer clients and helping them achieve their business goals. As well as bringing on board many new clients in all types of markets and sectors. We have worked on many projects and campaigns from social media, marketing planning, PR, reporting and analysis and traditional marketing consultancy. We love the variety of clients and of the work and long may this continue.  Thank you to all of you who have given custom to Pinpoint Marketing. We continue to grow as a business and I look forward to seeing what 2020 has to offer …


Is an upselling a missed opportunity?

How to upsell. Small business marketing advice and support from Pinpoint Marketing

I say yes!

I told the story today in the workshop I was hosting. I have recently booked a horse riding lesson for my daughter and a golf club birthday party for my son. Neither of these things were cheap but of course worth it. Maybe it is because I am a marketing consultant or professional, but by me booking the lessons and courses then it showed to the businesses/business owners that I am a caring mother and willing to spend money to make them happy and to bring joy.

What has surprised me, as an example, and I have many more examples that since the events took place, neither business has contacted me to ask about my experience and to upsell to me to book future lessons or courses or parties and events? Why is this? Are they just busy or is it a case of they have had my money so the story ends. I don’t know the answer, but in my mind they have missed a trick. Do you agree?

As a marketer I tell my clients about measuring and evaluating their marketing and about looking after their customers to make them into loyal and repeat business. So what could these businesses have done? They could of called me or emailed me after the event and asked about my experience. They could of taken it one step further and perhaps offered me a discount or time limited offer to buy more. Would I of done this, probably yes! Especially if I had to buy/book quickly as this would of meant firstly a discount and secondly I/the kids would of still been in the happy customer zone and therefore more easy to reach and sell to.

How many times has this happened to you? Businesses are busy I know and these two businesses probably are too and they don’t necessarily need more business but this is quite a short sighted approach. Upselling and cross selling to customers who have already purchased from us are in my mind, low hanging fruit. Thank them, treat them well and they will be ambassadors and trumpet blowers for your business. This is invaluable.

If you don’t ask them you don’t get. Don’t be afraid to ask customers for a review or to sell to them (in a non pushy way of course) or to ask them to refer you. Most people want to help but we don’t know how so when a small business asks then that is your cue to help.

For more small business marketing tips and advice, get in touch.

Three compelling ways to create content that sells (in a subtle, social way!)

Emma Rundle, Melting Pot Communications

Good content is all about capturing your audience.

Like the excitement we feel when reading the first few pages of a new book, we want our followers to read on, to want more detail. Engaging content creates an emotional response, like that generated by lovable characters, or the beauty of a scene described in perfect detail. Our favourite authors can control our mood and emotions simply through words on a page. Can we even hope to recreate that captivation through our social media posts? Since social media gave us a ‘page’, we’ve been striving to fill it with the best content we can produce. As small businesses, social media can be an enormously powerful tool. By using it to build our brand and raise our profile, we can achieve growth that would have costs thousands through the paid media channels of old. But what are the qualities of good content?

  1. Relevance

We’ve all got connections who continually share on social media – cat videos, memes, other people’s news – the main theme being that they’re mass viral posts to which your connection adds nothing. Do you find you move on quickly from these profiles?

The key to content which will enhance your personal and professional brand is ‘relevance’. Think about who your audience is, and what they might be interested in. Try to post a variety of content but all related to your core business interests or values: you are looking to be front of mind across your skillset. You’re not selling with this content; instead you are gently suggesting ways you might be able to help your audience.

  1. Composure and composition

I’ve grouped these two things together because they are both about thinking before you speak/write and getting this element of your content wrong can cause problems, whichever way you look at it. Composure is about taking the time to think through the purpose of your content. Are you telling a story? What is it illustrating? Are you trying to make a point? Is it linked to your business messaging or does it stray into the choppy waters that are politics, religion or sex? Keyboard warriors beware. What goes on social media stays on social media. Having a good rant might make you feel better at the time of writing, but do you want your views on British politics to forever define your brand or offering? Composition is also about taking a moment. I read many posts that simply don’t make sense. Words are missing, context is confused and there’s no obvious point to the content. The best content will use story telling as a format – but that doesn’t mean it needs to be long and complex. Set out your context, add some detail or relevance to your message and then make your closing point. Too much detail will mean you lose your audience.

  1. Purpose

Digital marketing is very focused on presence, rather than necessarily hammering home a sale. Social Selling, or Digital Selling, is a longer-term, slower-burn approach to business. Based on relationship building, it involves serving up content that will help your audience with a challenge or by sharing nuggets of expertise. People often worry about doing this. They feel they are giving away their services for free but this is a short sighted attitude to have. My previous blog illustrates the facts and figures related to today’s buyer journey, which are compelling when it comes to push versus pull.

So, before you publish, ask yourself: What do I want people to do or think when they read this content? Am I serving my audience by giving them something that is useful? Am I posting something which relates to my business and is what my audience might expect to see?

To summarise, content marketing as a concept has grown out of the social media feeds’ hunger for content. It’s a new way of selling, pull not push, inbound not outbound and it’s based on quality, authenticity and relationship building.

This is a guest blog from one of my associates. Emma Rundle is a copywriter and networking professional, dedicated to helping small businesses grow and learn. She runs the West Chilterns region of womens’ networking group The Athena Network and has been delivering killer content through Melting Pot Creations for five years.

Why is Marketing your business like Halloween? …

Small business marketing advice and support from Pinpoint Marketing

Why is Marketing your business like Halloween? …

It isn’t!

So, what do I mean?

Halloween can be scary! Marketing isn’t!

Halloween is for one day of year! Marketing is for the whole year!

Halloween relies on magic and wands! Marketing relies on planning and data!

Halloween is about knocking on doors! Marketing is about opening doors!

Halloween is about tricks and treats! Marketing is all about the treats, no tricks!

So, let this witch work my magic on your business!

I am Nicole Martin, Pinpoint Marketing – no more hocus pocus, it’s time to focus!


Uncertainty to Certainty …

Small business marketing advice and support from Pinpoint Marketing

2019 looks like it it coming to a close in a few week’s time with an air of uncertainty surrounding it. In fact, a lot of this year has been uncertain for a lot of the time.

So with all this uncertainty, businesses and business owners may naturally be feeling concerned about what to do with their businesses and their budgets.
What will 2020 bring?
What will the changes be?
How will I grow my business?
Will I market my business in a different way?
Will things need to change?
These are all valid questions. And are questions that a Marketing and business Plan will cover off and move uncertainty to certainty.

In Pinpoint Marketing’s opinion, growth is all down to planning!  You as the business owner needs to know your marketing strategy before you can start to write your marketing plan. In business, there will be some luck and an element of chance, but your successes will be down to careful planning and as a result, using the right marketing tactics.

If you haven’t set any goals or objectives for your company’s marketing activities, then how can you decide at the end of the month or the year if you have achieved what you set out to do? As they say, a goal without a plan is just a wish.

There are 7 stages to a comprehensive plan and these steps are
Objective Setting
Defining the messaging
Defining a strategy
Defining the target audience
Developing the tactics
Implementing the plan
Measuring and evaluation

How can Pinpoint help you with your certainty and marketing planning in 2020?

  1. We can create a bespoke and personalised Marketing Plan for you. Read more here
  2. You can learn the basic steps and the action points of a Marketing Plan yourself by booking onto our November workshop. Book here
  3. Learn how to, then create your own Marketing Plan through our online course. Read more here