Uncertainty to Certainty …

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


Why hire a professional when I can film my website video and social media content myself?


In the past, hiring a professional video production team to create your website and social media video content has been something you’d have to seriously work into your marketing budget and usually at a very high cost. Filming, editing and video production required specialised equipment and expertise.  Now, with iPhones and GoPros providing pretty great image quality, and with the advances in technology we see happening at a rapid rate, this has made professional videography more affordable than ever. Whilst the saying “you get what you pay for” still applies, businesses today can get a higher quality product for their money.  Online video is gaining momentum every year, and it has entered marketing’s mainstream – it is almost imperative to have video included in your marketing mix – so why have a professional come and film your business story rather than do-it-yourself? 

You are an expert in your field of business – are you an expert in story-telling?

Do you have the time?

There are three basic factors that drive productions costs.  These factors eventually get reflected in dozens of small budget decisions that impact the quality of the final video shown on your website or seen on your social media platforms…

  • Time. The more time that is spent in pre-production, working out your story, planning, scripting, location scouting, shooting, special effects and editing the better the final product will be.  More time, from more people, equals more money.
  • Talent. The greater the talent of the people working on the project, the better it will be.  Your staff team may be extremely talented at selling your business service or product, but this does not necessarily mean they are video content creators!  In online video production, as with most things in life, talented and experienced people tend to cost more.
  • Tools. You can produce a video with your mobile phone.  Or you can use a high-end camera with a professional lighting kit, professional sound equipment and sophisticated post-production graphics and animation.  Sophisticated tools and the top-level professionals who know how to use them add to the cost of your video production.

What is the message you actually want to convey?

If you are wanting to tell your audience of your latest special offers and deals or about an event that’s happening next week, perhaps a FaceBook Live video will do, in which case, haul out the iPhone and get your message out there!

If you are wanting to produce a series of training videos for your sales team, perhaps a more professional approach is needed, even if it is only being watched on your intranet – keeping your brand professional.

If you are wanting to showcase your business, tell your brand story and highlight the benefits of what you do, then more time and pre-production thought is needed to produce a result that you will be happy with and that reflects your brand. The WHY is easy – you want your business to grow, you want your brand to be seen, you want to increase sales. When planning your web video also take into consideration WHAT you want the world to see, HOW your brand is received, and WHERE it’s going to be seen. Depending on the answers to those, you can decide on your budget…

What will it cost you?

Find out the costs and the detail here

Outsourcing to a Marketing Consultant IS it right for your business?

YES! Outsourcing core processes such as marketing, PR, legal and accounts is a good idea.

According to wikipedia, the definition of outsourcing is “In business, outsourcing is an agreement in which one company contracts its own internal activity to different company. It involves the contracting out of a business process. Eg marketing!

So why do it? Outsourcing allows you to focus on what you do best within your business, whether it be selling, managing or market development. Outsourcing is flexible in terms of project type, length and cost. It is less of a commitment than recruiting an employee and is often less expensive in the long run.

In this current climate, stability of sales and growth is not easy to achieve. Using a consultant means you can increase or decrease your marketing efforts as and when the need arises and as the cash flow allows.

So grab some time back for you and your business and then look into outsourcing! If you are looking after others whether that be children or customers or staff, then you also need to be looked after and helped first. You cannot run on empty if you are to be of use to others.

If you are looking for more help and advice, take a look at our Marketing Downloads page or FAQ page.

Using video as part of your marketing strategy

Marketing packages and planning by Pinpoint Marketing

61% of businesses currently use video as part of their marketing strategy.

So why is it so popular?

What is it about video that really benefits businesses?

Here are 6 compelling reasons why you should consider incorporating it in to your marketing plan:

  • Video is a great way to tell people about you and your product

There are various ways you can use video to promote your product: customer testimonials, demonstrations, illustrate how a product is made and ‘how to’ demonstrations.  All of these will have a positive impact on sales of your business,  and the statistics are compelling:   Wyzowl, a video marketing content firm, discovered that 79% of consumers surveyed said they would rather watch a video than read text in order to learn more about a product.


The statistics on conversion rates are enormous – 84% were convinced to buy a product after watching a video.  We also know that video adds 2 minutes to visitors’ stays on retail sites, which is much more likely to result in a sale. And also the products that have videos are 95% more likely to be bought.

If we think about video, it all stands to reason: vision is our most dominant sense.

We know that people remember: 10% of what they read, 20% of what they hear, 30% of what they see, 50% of what they hear and see and 70-90% of what they see, hear and experience.

So we can see how video engages lazy buyers – it is easy to consume and ingest.  Today many people’s lives are too busy to stop and read long product descriptions or manuals; this is the main pull of video marketing.

  • Links with Social Media

Social Media is a great friend of video.  Facebook currently streams more than 4 billion videos a day. All social networks now encourage video content with their new features; Facebook, Instagram, Twitter and, of course, YouTube which is the largest search engine in the world!   Incorporating video in to your marketing strategy ensures you are part of the growing video revolution.

  • ROI is great

83% of businesses said video provides a good return on investment. It can be a cheap or a costly affair – you can spend pretty much what you want, but the key issues is as long as the message is clear, it will be worth it.  And importantly, that the production quality is a good representation of your brand and business quality.

  • Builds trust

Another popular use of video is to give behind the scenes tours of your company and a visual introduction to your employees.  This makes customers feel welcome and closer to your business: they bring businesses to life. When you have engagement with customers on this level it builds trust – and this is the foundation of conversions and sales.

  • Appeals to mobile users

The use of mobile phones is increasing on a mammoth level year on year. 90% of consumers watch videos on their mobile – if you use video your market is set to increase even more.

  • Rank higher on search engines

Moovly delivers impressive statistics on this: you are 53 times more likely to show up first on a Google search if you have video embedded on your website. Video increases the likelihood of a front-page Google search result by 96% with proper page optimization (interesting titles and descriptions, links etc)

So the evidence certainly speaks for itself. Some proven marketing strategies retain their strength but there is no doubt  that video marketing is on the rise and needs to be a strategic part of any business marketing plan!