Successful marketing should be an important part of any business and there are resources that are critical to success of a marketing plan or project.

The first resource that is needed is money. Most businesses are concerned about the costs involved in marketing for example a website could be free or could cost thousands. No company has unlimited funds for marketing and so they need to make sure that their budget is spent wisely.

The next key resource in marketing is time. Companies need to think of ways to use their own time to reduce the cost of a project. Time is also critical in ongoing communications strategies like email newsletters, PR or social media. If responses are not made promptly potential clients can be lost.

Many organisations have talented people who are interested in helping with marketing but what is really needed is expertise. This expertise within a company is critical for building the processes that sustain a communications campaign. Getting multiple people involved, using their skills, talents and interests to help promote the company can save money rather than paying for marketing expertise.

If these key aspects of marketing can be achieved then the prospects for success are raised and company growth can be expected.

Remarketing is a great way to target your audience and it often has a much higher conversion rate than marketing to the masses. It is essentially targeting people that have previously interacted with your business. For example, if they have visited your website, they may then see a Google Ad on another site for your products or if they have liked a post on Facebook, their ad may come on to your news feed. Targeting customers in this way, may shrink the number of people you reach but you are more likely to reach people who are actually going to be interested in what you have to offer. Some people will opt out of targeted advertising so you may want to do a generic campaign too to ensure that you reach a wider audience.

With any sort of marketing it is vital that you keep an eye on how much you spend and what return you get on your investment. This will then allow you to make a decision as to if you want to continue with it or not. You may be able to see data from the software you use to do your remarketing or you may be able to obtain it from statistics packages such as Google Analytics.

When you are looking for a new website, you need to ensue that it has a content management system that you can use. A content management system allows users to log in and make changes to the website without having to go in to the code via FTP access. There are various content management systems out there such as off the shelf ones like WordPress and Joomla and also bespoke ones that have been built by web design companies for use with their clients only.  

Often content management systems can be set up to allow different users access to different elements that they can change. For example, you may want someone to only be allowed to make text changes where as other users ay be able to delete and add new pages and make changes to the main navigation.

Most website are now built with a content management system built in but if you may be able to get a cheaper site by not having one. This is not a good idea as it will mean any change you want will have to go through the website company that built it for you and they are likely to need to charge for these changes.

Marketing is not always an easy task. Some businesses find that their marketing works really well for them and they do not need to change anything other times, a business may struggle to find any form of marketing that works for them and seem to invest a lot of money that goes nowhere. What works well for one business may not work well for another. You also need to remember that times change and what once may of worked may not work so well now because of external factors. For example, if you used to invest a lot of your money in to offline marketing such as leaflet dropping or cold calling you may find that the response you get now is poor compared to a while back. This is probably because more and more people are looking online for items and services that they need. There are so many scam callers now, that lots of people simply will not buy or even discuss products or services over the phone.

You need to ensure that you move with the times and if you are not sure how go about your marketing why not invest in a good marketing company who will be able to give you the help and advice you need.

If you have ever been involved in online marketing or have worked with a marketing agency regarding your own business, you may have heard the term low hanging fruits. Low hanging fruits are keywords or phrases that are not searched for as often as generic phrases but often end up in high conversion rates as they are quite specific. For example, restaurants in London is very generic but if you used the phrase Chinese buffet restaurant in Mayfair, London that may be classed as a low hanging fruit as it wont get as many hits but the term is very specific so you are likely to get a better quality of traffic. Also low hanging fruits cost a lot less to market for which is why they are referred to as low hanging – easier to obtain.

Smaller businesses may struggle to beat competitors in the search engine rankings lists with a smaller budget and may feel that their site just gets lost as it struggles to appear on the first page or so. If this is the case, why not target a lot of low hanging fruits and see if you can win them first.

There are a number of different software packages that can help you identify these types of keywords or phrases.