WE'LL SHOW YOU A CLEAR PATH THROUGH TO MEET YOUR BUSINESS OBJECTIVES
STRATEGY - TACTICAL PROGRAMMES FOR THE SMALL TO MEDIUM SIZED BUSINESS
CHAT WITH US
Setting off on the correct path
You’re here because you need marketing help of some kind, which could be new and regular content for your website and social platforms, or it could be a marketing campaign with a specific driver or objective in mind. It might even be a T-junction situation with a decision to be made about which route to take next.
Whatever point you're at with your business, we need to be sure you're on the right path with a clear route ahead. That way we can avoid unnecessary spending, take away the guesswork and instead produce a marketing proposal designed to help you meet your stated objective. The marketing proposal could contain a research and insights element, a strategic element and/or a tactical/operational element. It depends entirely on what you want marketing to acheive for you.
Long term better value
It's all about value; adding value to your business rather than simply executing a task. And to do this we will seek to understand your strategy, goals and aspirations first. It could be that you don't have a formal strategy - so that is something we could work on if you wish.
We’ve been around a while and have become immersed in many different types of small to medium sized businesses. Our marketing and industry experience lies in business to business, and in the direct to consumer fields of brewing, Independent Schooling, recruitment, membership organisations and hotel and leisure. Ultimately, we're in the business of understanding people - your customers.
“Finkk Marketing collaborates with associates Finkk Ltd, to offer creative design and website development. Collaborating in this way delivers consistency for the brand and a competitive price across many services.”
A SOUND STRATEGY PROVIDES THE PLATFORM OFF WHICH TACTICAL INITIATIVES CAN BE LAUNCHED
Businesses generally have a good awareness of their business environment, so it is a case of extracting and prioritising that information. This forms the beginnings of a marketing plan. In some cases, it is necessary to compliment what the business already knows by doing further desk research in order to get the deeper insights. Time spent on this first, delivers a better outcome in the future. And once in the habit, it becomes a top up process rather than one off exercise, always feeding back into the marketing plan. Attitudinal research may also be a requirement to benchmark current attitudes of customers towards a company.
The closer we are to the business, the better the marketing plan. Finkk Marketing will take a business through various marketing models in order to show a different perspective and one that a business may not have thought of before. Or a business may be really quite well advanced and there is enough of a brief from their own marketing plan to launch into tactical measures straight away, with a marketing campaign (comprising one or all of the following - advertising, PR, content marketing)
THE COMPANY WITHOUT A STRATEGY IS WILLING TO TRY ANYTHING - MICHAEL PORTER
Briefing for a marketing campaign
A brief from the client will be needed for a marketing campaign and the more comprehensive, the better the result. Please see the attached PDF for information required. If the answer to some or all of these questions is not clear, then it is advised to take a step or two back and start work on gaining further insights.
A marketing campaign is created once you are clear of the direction you’re heading in. It generally encompasses advertising, PR and content marketing and will involve media buying, content creation and conceptual work for advertising.
Our campaigns are based on well thought out design and copywriting concepts, the heart of the campaign, through to meticulous project management and budget control.
All marketing campaigns are fully integrated, with a well thought out advertising mix incorporating traditional media i.e posters, radio, through to content marketing. All campaigns are monitored throughout and results fed back on a regular basis to ensure objectives are still being met.
“Dawn utilises her skills and marketing knowledge to best advantage in a complex technology driven business. She applies strategic tools and different ways of thinking to help us prioritise our efforts across our diverse markets within the UK.”
Peter Ho, General Manager Fischer Instrumentation GB Ltd
In our experience, companies scream out for ideas and structure to their content marketing programme; for someone to make sense of digital marketing in it's wider context; in a world where customers get savvier, customer journeys get more erratic and new technologies and platforms spring up every day.
Content Marketing Definition
"Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action."
Institute of Content Marketing
All Companies Face Content Marketing Issues
Content marketing is a specialism in itself, having evolved in response to the proliferation of digital platforms, making the choice of where and how to market yourself much more complex. It can take an inordinate amount of time if not properly thought through and organised.
Content Marketing Organisation & Planning
Planned content strategies with a purpose can reap satisfying results. If you find yourself on a stop start content marketing plan, consider that an outside perspective can introduce a new vitality and the resources to stick to the plan.
“I have regular Google Analytics bespoke reporting from Dawn/Finkk and find the insights I gain to be of good value, particularly as I invest substantially in PR. I have analytics goals in place and am pleased that we’re now using Google Analytics to best advantage. ”
Simon Scutt, Founder/Owner On Foot Holidays
THE LANDSCAPE MAY BE WIDE THE SKILL IS THE RIGHT CONTENT IN THE RIGHT PLACE AT THE RIGHT TIME
Digital Marketing Power
So you're looking for a digital solution only?
We split the digital side of the business into 4 parts, starting with digital insights in terms of how well your website and current digital marketing is performing together with the digital landscape in which you trade.
Content can be standalone if you have systems in place and just need a top up of content ideas and someone adding to your content hub.
Planning and measurement
Planning tends to go hand in hand with insights and content generation. Many businesses get going on content marketing, but find themselves drying up and then losing faith in what they're doing with it.
Measurement is more attainable than ever before but unless you have an automated marketing system, we'll need to put pen to paper and devise a system (manual or otherwise) which works for you.
Insight gathering using your Analytics package and other mostly free tools. This, combined with industry experience and a smattering of common sense provides a firm foundation on which to build and clear objectives which simply make sense.
Packaging company knowledge into really useful content and presenting it in an informative and attractive way. This also deals with the 'where' and as such goes hand in hand with planning. We'll find the best channels for getting your stuff in front of the right people.
Is there a case for you to utilise a marketing automation package? Suits some business but not all. There are other tools for the smaller business that, for a small monthly fee, help keep your content marketing organised. Write the plan, stick to the plan, modify the plan following the measurement stage.
This is tied in with planning because there's no point planning if you're not going to measure your efforts. We utilise many resources to measure sentiment as well as number crunching data and produce the outcomes in colourful, visual reports.
Finkk Marketing is Dawn Brown, and I’m part of a long-established freelance network in the South of England, with marketing, graphic design, web development, coding and content development at its core.
Finkk Marketing was founded in 2007, although the network concept materialised in 2000, with core members already freelancing and sharing work. The idea was to minimise overheads and offer un-inflated rates for the same professional marketing, design and website development service that an agency might offer.
Finkk Marketing has grown a steady client base over 18 years, much of it repeat business. Regular, ongoing marketing activity ranges from digital research, planning and campaigning to concept development for offline media. Main clients include Flack Manor Brewery, St Michael’s Independent School, Moyles Court Independent School and Fischer Instrumentation GB with many more ad hoc clients in the fields of recruitment, the hotel trade, risk management and other b2b.
My aim and that of the network is to help grow a client’s business in an organic, manageable and understandable way for the client. There is little point cracking out a Pay Per Click campaign for example, if other areas of the business, like customer service, are letting it down. It really is a case of looking at the bigger picture and sorting out the basics before any commitment to a marketing campaign and budget is made. This is because we care about the outcome and we want success for you (and for ourselves).
Courtesy of Basepoint
I head any new business for the network from Basepoint business centre in Romsey, where I help you define what you need and then we plan what needs to happen. The path then splits; I can empower you to action the plan yourself (with staff training if needed) or I can project manage it or aspects of it for you. At each stage, you will know what we’re doing and why; with an eye on the anticipated outcome at all times.
Take advantage of a very experienced team, who continue to help businesses overcome typical marketing issues or problems or who have very specific goals which they want to accomplish. Call now and let’s explore options.
“I have recommended you guys as not only producing excellent work but also being mindful of costs, keen to develop new client relationships and highly responsive”. Paul Dyer, Influence Inc
“Working with Finkk Marketing has worked really well for us. We have been able to tap in to a wealth of creativity and marketing expertise, safe in the knowledge that we have costs controlled and a targeted approach. We never could have made the market impact we did without their help. The creative work produced by Finkk has been amazing. They fully understood the brief and produced images that truly captured what we wanted to express“. Bursar Moyles Court School
“Dawn utilises her skills and marketing knowledge to best advantage in a complex technology driven business. She applies strategic tools and different ways of thinking to help us prioritise our efforts across our diverse markets within the UK.” Peter Ho, General Manager, Fischer Instrumentation GB Ltd
“I have used Dawn on several projects and she is a creative and flexible supplier with good ideas for a wide variety of what we consider to be, quite technical products. Often we give her very basic briefs but she always comes up with plenty of innovative and interesting concepts” Pete Bond, MD Superior Technologies Europe
“Finkk Marketing is a long standing and reliable supplier who provide quick turnaround of our marketing collateral and at a price we consider to be really good value.” Mick Watt, Royal Institute of Navigation
COMPANIES WHO HAVE TAKEN THE PLUNGE AND TRUSTED US TO BECOME PART OF THEIR BRANDS
by Dawn on 17 Apr, 2018 - Comments Off on DMA | Article | 10 things B2B marketers need to know about the GDPR and data protection
The Direct Marketing Association (DMA) address, in brief, the concern that much of the attention and debate about GDPR is centred around business to consumer, leaving b2b’s a little confused about how exactly it affects them and how they should respond. One key point from this top 10 is accepting that corporate data is still […]
by Dawn on 08 Mar, 2018 - Comments Off on How to do Facebook targeted Ads
Our introductory post explained 2018 marketing trends concerning Facebook and this post looks at Facebook’s targetted ads. Many businesses got used to getting at least some publicity out of free organic content and the thought of paying for ads in order to maintain at least the same level of exposure has become a harder bug […]
by Dawn on 28 Feb, 2018 - Comments Off on How to make the most of Facebook in 2018
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by Dawn on 20 Feb, 2018 - Comments Off on Spring Clean Your Marketing Data
Caring about your marketing data and database has always been an important priority for every business professional, after all, it’s a great asset, as too is your CRM. Despite good intentions, the realities are often different and time pressures inevitably lead to shortcuts in good data management and over time, it becomes ‘messy’ and less […]
by Dawn on 02 Nov, 2017 - Comments Off on Eight free content calendar templates to help plan your output
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by Dawn on 01 Nov, 2017 - Comments Off on How Marketing Technology Is Recasting the CMO Role
Although the article in AdWeek relates to the bigger company with a Chief Marketing Officer (CMO), marketing technology is developing at such a pace that it is achievable for many much smaller companies to jump onboard; young companies particularly who aren’t saddled with more traditional CRM and marketing systems, where the transition is much more […]