Insights and updates from The Recognition Group
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Why a marketing agency is your must-have COVID-19 resource
With changes coming hard and fast at the moment, for many businesses now may be the time to employ a marketing agency as a scalable resource. How do you know if a marketing agency is the right solution for you?
Cost-effective marketing for long-term business continuity
During uncertain times organisations marketing budgets are often the first ones on the chopping block. However, the organisations that tend to emerge strongly from downturns are those that have invested in innovation. Here are three cost-effective marketing tips for ensuring business continuity.
Using content marketing effectively to create value in times of uncertainty
The ongoing global COVID-19 pandemic has created health and financial crises that seem to have turned every aspect of life on its head. Companies need to ensure their marketing campaigns continue to add value by hitting target audiences with compelling content.
Why quality copywriting is essential for successful B2B marketing
Content marketing produces three times more leads than paid search advertising. This means that quality copywriters are now at a premium. Here are three reasons why you should invest in quality content for your B2B marketing strategy.
Pivoting to digital marketing as events are cancelled
Nearly every face-to-face marketing event in the world has been cancelled to help contain the spread of COVID-19. In response, organisations are scrambling to find alternate and effective ways to engage with customers and prospects. The question we’re increasingly getting is, ‘What activities can we switch on quickly now, but still be strategic and effective?’
What is paid, owned and earned media and how can it help your business?
Media types are generally described as three main categories: paid, owned and earned. Getting the right combination for your audience will help grow your brand, attract new business and keep existing customers.
Why fresh content is vital to your web strategy
Having a great website to introduce yourself to the public can increase awareness about your offering, encourage your target audience to buy your products or services, and entice potential partners or even acquirers to come on board.
Seven benefits of hiring a B2B marketing agency
Business-to-business marketing is a complex space. Unlike business-to-consumer environments, B2B businesses usually feature complex buying processes involving multiple decision-makers, high value transactions and long sales cycles.
Five B2B email marketing trends for 2020
306.4 billion emails are being sent globally every single day. 124.5 billion of those emails are specific to business. While B2B marketing tools are evolving all the time to develop new and innovative methods to reach audiences, 93 per cent of B2B marketers use email marketing to share content.
Does direct mail have a place for B2B companies in 2020?
There was a time when companies who wanted to do business with other companies created glossy, expensive brochures and physically mailed them to their target audience. The better the quality of these direct mail pieces, the more likely they were to get cut-through.
Inside the marketing tipping point
As companies grow, there's a point where the marketing efforts need to change in order to find new customers. Do you hire a cheap, junior marketer with limited experience, or an expensive senior strategist? Or is outsourcing the better solution?
Don’t let your marketing automation platform become an overpriced email system
Many of the firms we’ve worked with have successfully implemented a marketing automation tool. Yet, when we are invited to meet with these firms a year or two post implementation there’s often one of several problems starting to emerge.
How to run A/B testing on landing pages to increase conversions
Optimising campaigns is essential to get the best results possible. When performing an A/B test, you can directly compare one landing page variation against another, which will let you ask focused questions about changes to your landing page and then collect data about the impact of that change.
Event sponsorship: why you’re probably doing it wrong
How do you get the most out of your event sponsorship? Surprisingly, few people even ask this question but it’s crucial to make sure you haven’t wasted that sponsorship fee.
How to get better organic search results
Search engine optimisation (SEO) is an important way to help boost your business’s position in Google search results. It’s simple: if your business doesn’t appear on the first page of the results, then it might as well not exist. The higher your company appears in the listings, the better.
How to optimise your Google Ads campaigns the right way and stop wasting money
If you’ve set up a Google Ads campaign and you’re not monitoring and optimising it constantly, you could be pouring money down the drain. To make sure your investment pays off, you need to apply optimising tactics. By sticking to the fundamental rules of quality score, your campaigns can achieve the best results when your keywords enter Google’s auction.
Data denial
Most marketers grapple with data in all its forms every day. It’s flooding in from multiple sources in every organisation and it’s not getting easier to work with – in spite of the rise of marketing automation, salesforce automation, customer relationship management and financial management software.
An introduction to B2B social media strategy
When you say social media a lot of people still think Facebook and Instagram. Depending on what your B2B company sells these platforms may be of little use to you, but there are other platforms out there which you can use to increase brand awareness, share your marketing content, and reach potential new customers.
Are you making the most of your marketing automation software?
I’ve reviewed marketing automation implementations inside companies many times as part of our strategy work only to find the system has been relegated to a very expensive one-dimensional email delivery platform.
Is your marketing automation platform delivering good ROI?
The rush to adopt marketing automation technology by B2B firms has delivered mixed results for many companies taking the plunge. It’s not that the technology is necessarily lacking, it’s the additional knowledge and competencies required of marketers to make them perform at their peak.