If you’re reading this, the likelihood is we don’t need to tell you how quickly learning and development evolves. It’s one of those sectors that must constantly adapt to new expectations, whether those be cultural or legislative.

That is why it’s so important for any organisation within the space to nail its positioning and have a brand that drives meaningful connections with learners within their target audience.

Put simply, if you’re a government-funded functional skills training provider working to improve adult employability, nothing about your marketing, messaging, or brand should be remotely similar to if you’re a leadership skills coaching company working solely with c-suite personnel.

One of the easiest ways to ensure your positioning, copy, and marketing materials are on point is to create accurate learner personas (also called learner profiles) that you regularly sense-check against.

These personas provide the insight to design tailored materials and learning experiences that support business goals and align with your brand promise.

 

 

What are Learner Personas, and Why Do They Matter?

Learner personas are semi-fictional profiles that represent segments of your ideal learners, ideally based on real data and insights.

Unlike basic demographic profiles, they dive deeper into motivations, learning preferences, challenges, and goals.

A well-rounded learner persona includes both Demographic and Psychographic attributes.

Demographics = These measurable attributes describe the “who” of your learners. Examples include:

• Age: Understanding generational differences in learning styles.
• Location: Ensuring training content is relevant for different regions.
• Job Role: Tailoring programmes to specific responsibilities and skill gaps.
• Education Level: Gauging baseline knowledge to determine content complexity.
• Employment Type: Adapting learning schedules for full-time, part-time, or freelance workers.

Psychographics = These explore the “why” behind learner behaviours and attitudes, offering deeper insights into their needs. Examples are:

• Goals: What they hope to achieve from their career or even life.
• Challenges: Barriers that might impact their ability to learn, such as lack of time or confidence.
• Learning Preferences: Their preferred delivery methods, like interactive workshops or online courses.
• Values and Motivations: Factors motivating or discouraging participation, such as career progression, KPIs, or team success.
• Tech Savviness: Their comfort level with digital tools, influencing how content is delivered.

On our illustrative example above, we’ve demonstrated how these can be mapped onto a visual persona. Although you could theoretically add any number of attributes to your personas, we recommend sticking to 3-5 of each type. This allows you to paint an accurate picture of your usual learners without restricting your content and materials too much.

If you reach 4 or 5 attributes for both demographics and psychographics and you still feel you haven’t captured your audience accurately enough, there is absolutely no harm in creating more personas. In fact, it’s probably better to have a handful of personas to keep your brand and marketing realistic and varied.

 

 

We have been working with two L&D clients recently with entirely different target audiences. Below is a brief example of a learner persona and how it could then impact the output of work:

Change Formation

Learner Profile: James, a senior engineering manager in STEM, aged 45. Manages a diverse team and wants to improve leadership and communication skills, as well as transparency throughout his department. Prefers evidence-based workshops with actionable strategies.

Impact:

• Marketing: Highlight leadership in technical sectors with LinkedIn content and case studies like “How STEM leaders can understand different personality types on their team.”
• Copy: Use professional language that is concise, and evidence-based to appeal to someone short on time; E.g. “Improve technical employee retention by 25% with Change Formation.”
• Branding: Clean, precise, and modern visuals reflecting professionalism and expertise.

Eden Training Academy

Learner Profile: Sarah, a 33-year-old single parent seeking work in healthcare. Struggles with digital tools and balancing childcare but is motivated to gain certifications for stable employment.

Impact:

• Marketing: Focus on practical outcomes via local outreach: “Free training for live care and nursing jobs.”
• Copy: Simple, supportive language: “We’ll help you every step of the way.”
• Branding: Warm, colourful, and approachable visuals showing empathy through language and examples of real-life successes.

These profiles ensure that both brands understand and connect with their target learners’ unique needs. Tailoring marketing, copy, and branding to these personas helps each organisation resonate with its audience, making their respective brands more authentic and boosting engagement as well as outcomes.

 

 

How Learner Personas Help Beyond Branding and Marketing

• Align Training with Business Goals:
  Learner personas clarify what your audience needs to achieve, enabling you to create programmes that align with business objectives like improving team productivity, developing leadership skills, or building technical expertise.
• Create Personalised, Engaging Content:
  Tailor content to specific preferences – interactive modules for hands-on learners or self-paced materials for busy schedules – boosting engagement and practical skill application.
• Improve Retention and Completion Rates:
  Address barriers like time constraints or lack of confidence by delivering relevant, valuable content. This strengthens connections with learners, increasing programme completion rates and loyalty.
• Guide Strategic Decisions:
  Use insights from personas to allocate resources effectively, identify growth opportunities, and ensure your learning strategy stays aligned with audience needs.

 

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A Six-Step Guide to Creating a Learner Persona

Building learner personas may sound complex, but here is a straightforward process to follow that makes them as simple as possible to create:

1. Define Your Objectives
   Clarify the purpose of your learning programme. Are you onboarding new employees, developing leadership skills, or reskilling a workforce? Defining your objectives will help you focus on gathering the most relevant data for your personas.
2. Collect Data and Insights
   Gather insights about your learners using your CRM data, surveys, LMS analytics, interviews, and feedback forms. Go beyond surface-level demographics to explore motivations, challenges, and learning preferences.
3. Segment Your Audience
   Group learners by shared characteristics, such as job role, experience level, or preferred learning style. These segments will form the foundation of your personas, helping you create profiles that are both focused and actionable.
4. Build Persona Profiles
   Using the examples earlier in this article, start to fill out each persona with 3-5 demographic attributes and 3-5 psychographic ones.
5. Role Play the Personas
   Put yourself in the shoes of each of the personas you’ve created and start to consider how you can tailor your communications and operations to better serve your target audience.
6. Test, Refine, and Update
   Learners’ needs evolve, so it’s important to revisit your personas regularly. Use feedback and analytics to refine them over time, ensuring they stay relevant and effective.

 

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Learner personas are far more than a tool for marketing and branding – they’re a strategic asset for creating relevant, impactful learning experiences.

By combining demographic and psychographic insights, they provide a roadmap for aligning your L&D efforts with the needs of your audience and the goals of your organisation.

Whether you’re looking to boost engagement, improve retention, or ensure your training programmes are aligned with business objectives, taking the time to properly map out learner personas is a valuable step worth taking.

Ready to create personas that work for your brand? Let’s explore how we can help you develop a brand strategy that makes a difference.

 

We’re thrilled to be expanding our digital marketing team to meet the ever-evolving demands of our clients.  With more need than ever for engaging social media campaigns, high-quality content, and fresh ways to engage with audiences across so many digital touchpoints; we are delighted to introduce Claudia Stobbart.

Claudia joined us in July and has already had a fantastic impact on the content we’re producing, both internally and for our clients. Fresh from a year travelling and working in the outback of Australia, and bringing previous marketing and content experience from the likes of Rugged Interactive and The Guardian, I sat down with Claudia to chat about digital marketing and how she’s found her first few months at Tomango…

 

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Hi Claudia! Thanks for chatting with us. How have your first few months been?

Thanks, it’s been fantastic so far. One of the best parts has been getting to know our clients. Since most of my experience is from working client-side, it’s interesting learning about the agency side and seeing how the whole team collaborates to bring ideas to life. Everyone here has been incredibly welcoming; even in my first few weeks, everyone made an effort to come in and say hello, which really made me feel at home.

What’s been your favourite part of the role so far?

The variety! Working in an agency means that one day I’m writing a blog about carpet installation, and the next, I’m creating social posts on how senior leaders can support STEM skills. I love the challenge of adapting to different sectors and understanding the unique nuances of each client’s industry.

What drew you to content and marketing in the first place?

I’ve always been creative and love making content – both in my personal and professional life. Marketing aligns perfectly with my background in multimedia journalism, and I genuinely enjoy the content creation side. After doing social media modules at university, I found the day-to-day work so fulfilling that it never really feels like work, which I think is key to doing something you love.

Many business owners find social media tricky to get right. What are your top tips for success?

Social media can be challenging for many businesses. Here are my top three tips:

1. Know Your Audience: Once you understand who you’re talking to, you can create content that truly resonates with them.
2. Find Your Unique Voice: A distinctive brand voice is memorable and builds loyalty. Think of brands like Innocent Drinks and Monzo – their unique tone makes them stand out and connect with their audience.
3. Prioritise Quality Content: Don’t feel pressured to jump on every trend. Focus on storytelling and industry insights that matter to your audience, especially for B2B brands.

Social media must be a big part of your life. Do you ever get tired of it?

There was a time when I struggled to separate personal and professional social media, so I had to take a break from my personal profiles. But over time, I’ve found a balance, and now I see it as a hobby. Running my food blog, @comedinewithclaudia, has even helped me learn more about influencer marketing, both from a brand’s and an influencer’s perspective.

Speaking of food, as a self-confessed ‘foodie,’ do you have any local recommendations?

I love discovering new food spots. Growing up with a Singaporean mum, any celebration always revolved around food, so it’s a big part of my life. I recently visited The Pond, an independent pub in Brighton, who serve up the tastiest beers and bao buns, a combination I didn’t know was missing from my life.

Another recent favourite is Cutie Pies and Fries. They specialise in Chicago Deep Dish pizzas and are perfect for a relaxed vibe with friends – they have branches in Brighton (Star & Garter pub) and St Leonards (Heist Market), and it’s well worth a trip!

Outside of food, what else do you like to do in your spare time?

I love anything to do with the sea. Originally being from Bristol, one of the reasons I moved to Sussex was to be closer to the coast. I’m big into paddleboarding and recently took up surfing in Australia. I even have a surfing retreat in Morocco lined up for next year, where I’ll hopefully graduate from a foamie. Other than that, you’ll find me going to the gym, cooking the latest Tiktok recipe, or planning an upcoming adventure…

And finally, if your house was on fire and you could save just one possession, what would it be?

Apart from my two Chihuahuas, Milo and Santi, it’d have to be my hard drive – it’s full of photos, and I’d hate to lose all those memories.

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We’re thrilled to have Claudia on board and already seeing the benefits of her creativity, client-side experience, and passion for content. From her practical social media tips – like focusing on audience understanding and finding a unique brand voice – to her love for working across diverse sectors, Claudia brings a fresh perspective that’s already making a difference for our clients.

Whether she’s uncovering the best local food spots or riding the waves on her next surf adventure, Claudia brings the same enthusiasm and authenticity to everything she does. We can’t wait to see the exciting new ideas she’ll bring to Tomango’s digital marketing offering.

 

A common mistake we see time and time again is B2B companies trying to demonstrate ‘how’ they operate and what sets their processes apart before they’ve even spoken about ‘what’ potential customers can benefit from by choosing to use their services. In other words, not focusing on the outcomes.

For example, let’s say you’re in the market for outsourced HR and are browsing websites Which of these two options are you more likely to investigate further?

1. Comprehensive Remote HR Support: We are a Human Resources consultancy providing tailor-made people management solutions and bespoke documentation.
2. Save up to 20 admin hours per week and reduce employee turnover by 30% with our outsourced HR services – With 24/7 support, all for one fixed monthly fee.

This is hypothetical – I have no idea whether those stats are realistic, so don’t ask me about my HR services – however, it demonstrates the difference leading with outcomes can make.

And before you say “but our method is our USP” or something similar, I am not saying you can’t talk about those things further down the customer journey, but with the business services market being so competitive, you’re missing a trick if you don’t lead with the real hook!

Clients need to know what they’re getting out of working with you. If they can’t figure that out quickly, they’ll move on to someone who makes it clear.

Remember, at the end of the day, you’re never really selling a service; you’re selling either a solution to a problem or a way to improve operations.

 

Why Your Prospects Care About the ‘What’ First

Understanding what motivates your clients can make all the difference. A large part of this is figuring out exactly who your “sweet-spot” customers or clients are in the first place, something we’ve helped numerous businesses do through Discovery.

At the end of the day, people are looking for solutions to their problems, not lengthy explanations about processes. When you focus on the results you deliver, you’re helping potential clients picture what their future could look like with your help.

Emotions play a big role here too. Clients want to feel confident and excited about what you can do for them. After you’ve stated your bold outcomes, the best way to back this up is by sharing success stories, via case studies and testimonials, that show real, positive results.

In fact, research backs this up. Deloitte found that 61% of consumers are more likely to engage with a brand that clearly communicates its value proposition. So, if you want to win over clients, make sure they understand the impact you can have before getting into the nitty-gritty of how you work.

 

Why Simplicity and Clarity Matter

First impressions are everything, especially for businesses selling high-value services. Decision-makers are short on time and need to grasp your value proposition quickly. Often, they also need something easy to take back to their C-Suite, so your messaging needs to be clear, concise, and results-focused.

 

Outcomes Speak Louder Than Processes

If you want your marketing to stand out, you need to focus on the outcomes you deliver. It’s all about demonstrating value, without bogging clients down in unnecessary detail.

Take Change Formation, for example. We worked with them to create a new dynamic website, where there messaging shifted from process-based content to outcome-focused messaging.

Their new strapline: “Develop, Perform, Achieve” which is accompanied by the sub-heading of “Strengthen relationships and performance at work with Insights Discovery”. Both highlight exactly what clients can expect from working with Change Formation.

As a result of this shift in branding and messaging, Change Formation saw a 300% increase in ROI and now regularly connects with larger – “sweet spot” – clients, growing the business as a result.

Practical Tips to Shift Your Messaging to Focus on the ‘What’:

1. Lead with Results: Use outcome-focused headlines in your content such as “Increase Your Revenue by 20% in Six Months” instead of process-based copy like “Data-driven consultancy services and tailored strategies.”
2. Create Client-Focused Case Studies: Share stories that emphasise the results you’ve delivered, not just the steps you took to get there.
3. Tailor Your Sales Materials: When meeting with potential clients, focus on the outcomes they can expect. Save the technical details for later. If you can customise these to the client, brilliant! If not, tailoring them to the sector or industry will work.
4. Use Client Testimonials: Let your clients do the talking. A satisfied customer testimonial like, “Thanks to their training, our team collaborates 30% more effectively, which has saved us at least 10 hours a week” is far more powerful than “We improve team collaboration.”
5. Save the ‘How’ for Later: Your processes only matter when clients are further along in their buying journey. Once they’re hooked on the results, they’ll want to know more about how you achieve them. Here’s where your website content comes into play, but we still firmly believe the best outcome is a qualified meeting.

Cut the Jargon, Focus on Impact

Jargon is the enemy of clear communication. Over-complicated language risks alienating your audience, especially those who aren’t experts in your field.

Say you run a software company that specialises in project management tools. Instead of saying, “Our software leverages cutting-edge algorithms to optimise workflow efficiencies,” just say, “Our tool helps teams finish projects on time and within budget.”

Clients need to know that your service is accessible and can solve their problems. Keep it simple, keep it human.

 

When to Introduce the ‘How’

Don’t get us wrong, your ‘how’ matters. But the time to introduce it is later in the buying journey, once your client understands the value you bring, and trust has been established.

Here’s when it works best:

• Detailed Case Studies: Once potential clients know the results you deliver, show them exactly how you do it with impressive customer case studies that dive into your methods.
• Process Landing Pages: After trust is built, direct your prospective clients to specific landing pages on your website that explain your step-by-step approach.
• Sales Calls/Meetings: In a meeting or sales call, you can tailor your explanation to their specific concerns, showing them how your process directly solves their pain points.
• Post-Sale Onboarding: After you’ve closed the sale, this is when you walk them through the process. At this stage, they will want detailed guidance, and it reassures them that they made the right choice, leading to higher satisfaction and retention.

Prioritising the ‘What’ to Drive Success

By shifting your marketing focus from the ‘how’ to the ‘what’, you make it easier for clients to immediately understand the value you bring to the table. Clear, approachable messaging helps build stronger connections with potential clients and sets you apart from competitors.

If you’re ready to shift your messaging and start showcasing the real value your business delivers, we’re here to help. We work with service providers to create clear, outcome-driven marketing that connects with your sweet-spot clients and drives results.

Get in touch today to find out how Tomango can help transform your business marketing and start leading with what matters most: the results.

 

Here I am, reminiscing about the good old days of 2018, when we marketers had endless streams of data to work with. If anything we had too much. Looking back, we took it for granted because here in the tail-end of 2024, it feels like someone turned off the tap.

Between GDPR, the slow death of third-party cookies, and the ever-changing landscape of essential tools like GA4, being a marketer is starting to feel a bit like trying to navigate a maze blindfolded, as someone with a megaphone stands out-of-site yelling “You’re going the wrong way!” every few minutes. I’m coining this the #DataDrought.

For years, we relied on micro-data to tell us everything about our customers. But now, that cozy safety net is rapidly unraveling.

This isn’t just a headache for your marketing team—it’s a business-wide wake-up call. If your marketers can’t understand your customers, you can bet it’s going to impact your bottom line.

So, what’s the play? Sometimes, when the future gets murky, it’s best to take a page from the past.

 

 

The Decline of Data-Driven Marketing

Don’t get me wrong, data is vital. But data that is interpreted incorrectly can be downright dangerous. The stats and metrics we have been provided with over the last couple of decades were incredibly accurate for the most part, and it meant a whole generation of marketers became accustomed to knowing practically everything about the majority of their audience. Now though, it feels like every few months, the data we have access to not only becomes harder to find, but also requires more interpretation. Leaving us increasingly vulnerable to human error.

Data-driven marketing had a great run, and right now it’s still out on the track, but with the mass rollout of AI, consumer trust lower than ever, and our essential tools becoming more and more limited, it’s getting so tough to rely on data alone.

We’re left with two choices: keep chasing our tails or start rethinking our approach.

 

“All big data comes from the same place: the past.” – Rory Sutherland, Alchemy

 

Breaking Our Addiction to Micro-Data

Let’s admit it—we’ve been a bit too obsessed with micro-data. Sure, it’s nice to know exactly what every customer clicks, scrolls, and taps on, but there’s a downside. I’d argue, we’ve zoomed in so far that we’ve lost sight of the bigger picture.

When you focus too much on micro-data, you run the risk of getting it wrong. Retargeting ads are a great example of this. Hands up if you’ve ever bought something only to see ads for the same thing for the next week? – Annoying and completely unuseful.

Now compare that to something like the success of those bloody insurance-selling meerkats, which I can assure you were not created off the back of data.

 

 

This all points to the fact we’ve always known but are sometimes scared to remember, marketing isn’t just about data points and metrics. It’s about psychology and understanding people, telling stories, and connecting on a human level. And that’s something no algorithm can fully capture.

If we get something wrong using data, that’s fine. We can always just blame the data and no one will bat an eyelid.

But taking a bit of a punt on something truly groundbreaking and creative, that takes real gusto, and possibly the risk of putting your neck on the line.

That’s why I think in the next few years, marketers need to recapture their roots and return to the days of trying to strike the perfect balance between creativity, commercialism, psychology, and economics.

 

(cue the MadMen theme tune)

 

The Need to Return to Traditional Marketing

As the digital landscape becomes more restrictive, it’s time to revisit the roots of marketing—the tried-and-true strategies that have stood the test of time. While data-driven techniques have had their day in the sun, the limitations we’re now facing make it clear: we need to balance the precision of modern tools with the wisdom of traditional methods.

So, what does that mean in practice? Let’s break it down into skills that will surely soon be in high demand again:

1. Market Research
   Before data was at our fingertips, market research was the cornerstone of understanding consumer behavior. Deep dives into market trends, consumer habits, and competitor analysis give you a comprehensive view of your audience. It’s not just about numbers; it’s about getting into the mindset of your customers and understanding what drives their decisions. In an era where data streams are narrowing, qualitative data is just as important as quantitative, and robust market research can fill in the gaps and guide your strategy.
2. Personal Experience
   There’s a reason experience is highly valued—it brings perspective that no amount of data can replace. Trusting your gut, shaped by years of navigating the marketing landscape, is more crucial now than ever. Experienced marketers know when something feels right or wrong, even if the data doesn’t spell it out. This intuition, honed over time, will be essential as we steer through less data-rich waters. Ideally, this always needs to be combined with more junior staff to strike a balance between using tested techniques and finding fresh ideas.
3. Creative Advertising
   Remember when ads were more about creativity than clicks? As we move away from hyper-targeted campaigns, the ability to craft compelling, memorable ads becomes vital – whether that’s for TV, podcasts or search. Think of the iconic campaigns that made brands household names—they weren’t about micro-targeting; they were about big ideas that resonated with wide audiences. As micro-data fades, creativity will be the differentiator that grabs attention and leaves a lasting impression.
4. Copywriting
   Words have power, and in a world with less granular data, your messaging needs to be sharper than ever. Strong copywriting can cut through the noise, convey your brand’s value, and build connections with your audience. It’s not just about selling a product; it’s about telling a story, evoking emotion, and persuading your audience in a way that feels personal, even when you’re speaking to the masses. Don’t worry, you can still A/B test to your heart’s content.
5. Marketing Strategy
   With less reliance on data-driven tactics, the importance of a cohesive marketing strategy comes to the forefront. It’s about seeing the bigger picture, aligning your marketing efforts with your business goals, and being adaptable in the face of change. A solid strategy provides the roadmap for your marketing journey, ensuring that every move is intentional and aligned with your brand’s mission. It has never been more vital for businesses of all sizes to have an experienced marketing strategist on hand, whether that’s in-house or as an external resource.
6. The Ability to Utilise Psychology
   Understanding consumer psychology—why people think, feel, and act the way they do—can elevate your marketing efforts. Tapping into these insights allows you to craft messages that resonate on a deeper, emotional level, leading to stronger connections and more effective campaigns.
7. Have a Grasp of Economics
   A basic understanding of economics can be the difference between a great idea and a lead balloon in marketing. Knowing how economic factors influence consumer behavior helps you anticipate market trends and adjust your strategy accordingly. Whether it’s responding to a downturn or capitalising on a boom, economic awareness keeps your marketing relevant and timely.
8. Understand Marketing Theory
   Knowing the theories behind marketing—like the 4 Ps (Product, Price, Place, Promotion) or the AIDA model (Attention, Interest, Desire, Action)—provides a solid foundation for your strategies. These principles have guided successful marketing campaigns for decades and continue to be relevant in today’s landscape. The more your marketer knows, the better.

 

So, why is this return to traditional marketing so important? Because these are the skills that will help you navigate an uncertain future.

When the data well runs dry, it’s these fundamentals that will keep your marketing effective and your brand strong.

 

 

The Call to Action for Business Leaders

As we navigate the evolving landscape of marketing in 2024 and beyond, one thing is clear: it’s time to rethink our approach.

The solution isn’t about abandoning digital tools or the data we have, but rather about integrating those tools with the timeless principles of traditional marketing. It’s about investing in our teams, staying agile in the face of change, and always keeping the customer at the heart of our strategies.

By returning to these fundamentals while still embracing the best of what modern technology has to offer, we can create marketing strategies that are not only effective but also resilient in the face of whatever comes next. – here’s looking at you, AI overlord uprising.

So, as you look ahead, ask yourself: Are we ready to adapt? Are we prepared to blend the old with the new? If the answer is yes, then you’re on the right path to not just surviving but thriving in this new era of marketing.

If the answer is something along the lines of “I better clear my diary to get myself a marketing strategy” then get in touch. Our team is made up of experts in each of their fields, experienced in developing strategies in all kinds of business environments. If you’d like to find out how we could partner with you, use our contact form.

The Fast-Moving Consumer Goods (FMCG) industry has always been known for its fast-paced and competitive nature. However, recent years have brought about unprecedented changes that are reshaping the way FMCG brands engage with consumers.

From the rise of new digital marketing channels to the ever-increasing importance of sustainability, the landscape is evolving rapidly. To not just survive but thrive in this dynamic environment, FMCG brands must adopt new strategies that align with current trends and consumer expectations.

In this article, we explore five key ways FMCG marketing has been changing and how brands can adapt to ensure continued success.

 

 

1. Create a Seamless Omnichannel Experience

In the current FMCG landscape, providing a seamless omnichannel experience is no longer optional—it’s essential. Today’s consumers expect a consistent and integrated experience across all touchpoints, whether they are shopping online or in-store. The days of siloed marketing strategies are over; successful brands now blend digital and physical experiences to create a unified customer journey.

One compelling example of this is the recent Jellycat pop-up Fish and Chip shop in London. This in-store activation not only created a memorable experience for shoppers but also extended the brand’s reach through continued online engagement. By linking physical retail experiences with digital content and social media interaction, Jellycat was able to amplify its brand impact significantly.

To thrive, FMCG brands need to ensure that their marketing strategies are designed to provide a seamless transition between online and offline experiences. This means not only offering consistent messaging across channels but also leveraging data to personalise interactions and meet customer expectations at every step of their journey.

 

2. Adapt to Social Channels as Search Engines

Social media has fundamentally changed the way consumers discover and engage with brands, particularly among younger generations like Gen Z and Gen X. These groups are increasingly using social media platforms like TikTok, Instagram, and Pinterest as search engines to find new products and services. For FMCG brands, this shift represents a significant opportunity to capture attention and drive engagement.

However, simply being present on these platforms is not enough. Brands need to be strategic in their approach, creating content that resonates with the audience and is optimised for searchability within these platforms. This might involve leveraging trending hashtags, collaborating with influencers, or creating engaging video content that can go viral.

While social media provides immediate visibility, it’s important to balance this with long-term strategies like SEO, which continues to offer sustainable benefits for brand recognition and customer acquisition. According to industry insights, investing in SEO can provide more enduring returns compared to pay-per-click (PPC) advertising, making it a crucial component of a well-rounded digital marketing strategy.

 

3. Stay Ahead with Gamification, VR, and AR

As technology continues to advance, FMCG brands must stay ahead by incorporating innovative tools such as gamification, virtual reality (VR), and augmented reality (AR) into their marketing strategies. These technologies offer unique ways to engage consumers, making the brand experience more interactive and memorable.

Gamification, for instance, can be used to create loyalty programmes that reward customers for their engagement with the brand. VR and AR, on the other hand, can be utilised to enhance product demonstrations, allowing consumers to visualise products in their own environment before making a purchase. These tools not only create a more engaging customer experience but also provide valuable data on consumer preferences and behaviours.

One of our favourites is this augmented reality campaign from P&G’s Herbal Essence brand.

To remain competitive, FMCG companies must be proactive in exploring and implementing these technologies, ensuring that they are used effectively to drive brand awareness and consumer loyalty.

 

4. Embrace Sustainability without Greenwashing

Sustainability has become a critical concern for consumers, especially as awareness of environmental issues continues to grow. However, it’s not enough for FMCG brands to simply claim they are sustainable; they must demonstrate genuine commitment to sustainable practices across all aspects of their business, including product development, packaging, and supply chain management.

Consumers are increasingly wary of greenwashing—when companies make misleading claims about the environmental benefits of their products. To build trust, brands must be transparent about their sustainability efforts and provide clear, verifiable information about how they are reducing their environmental impact. This includes investing in eco-friendly packaging solutions, reducing waste, and sourcing materials responsibly.

By prioritising authentic sustainability, FMCG brands can not only meet consumer expectations but also differentiate themselves in a crowded market.

For a perfect example, see how Hellmans partnered with Bake Off’s Prue Leith on their “Cook Clever, Waste Less” campaign.

 

5. Capitalise on Direct-to-Consumer (D2C) Opportunities

Direct-to-consumer (D2C) marketing has emerged as a significant opportunity for FMCG brands, allowing them to bypass traditional retail channels and build direct relationships with their customers. This approach provides greater control over the brand experience, enables personalised marketing, and offers valuable insights into consumer behaviour.

D2C strategies also allow brands to respond more quickly to market trends and consumer demands, offering a level of agility that is often lacking in traditional retail models. By leveraging digital platforms, FMCG brands can create tailored experiences that resonate with their target audience and drive higher levels of customer loyalty.

To succeed in the D2C space, FMCG brands must focus on creating a seamless and user-friendly online shopping experience, backed by robust logistics and customer service capabilities. Additionally, they should leverage data analytics to continuously refine their offerings and deliver more personalised marketing.

 

 

As the FMCG landscape continues to evolve, brands must stay agile and innovative to remain competitive. By adopting a seamless omnichannel approach, leveraging social channels as search engines, embracing new technologies like gamification, VR, and AR, prioritising sustainability, and capitalising on direct-to-consumer opportunities, FMCG companies can not only survive but thrive in this dynamic environment.

If your brand is ready to take the next step and implement these strategies, partnering with experts can help you navigate the complexities of FMCG and retail digital marketing. For tailored assistance in planning your FMCG branding or marketing strategy, contact the team at Tomango. They can provide the insights and support you need to ensure your brand’s success.

 

 

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To finish off this blog article, we thought we’d have a little fun and make 3 Bold Predictions for FMCG Marketing in 2025:

1. Hyper-Personalisation Will Become the Norm
   By 2025, advances in artificial intelligence and data analytics will enable FMCG brands to offer hyper-personalised experiences at scale. This means consumers will receive product recommendations, marketing messages, and even packaging tailored specifically to their preferences and behaviour. Brands that can harness the power of AI to deliver these personalised experiences will stand out in an increasingly crowded market.
2. Sustainability Will Be a Non-Negotiable Standard
   Sustainability will no longer be a differentiator but a baseline expectation from consumers. By the end of 2025, FMCG brands will be held to even higher standards of environmental and social responsibility, with transparent supply chains and zero-waste initiatives becoming the norm. Brands that fail to meet these expectations will risk losing relevance and consumer trust.
3. The Metaverse Will Revolutionise Consumer Engagement
   As the metaverse becomes more mainstream, FMCG brands will have unprecedented opportunities to engage with consumers in virtual environments. From virtual stores and product launches to immersive brand experiences, the metaverse will become a key platform for marketing innovation. Brands that can effectively navigate and leverage the metaverse will create deeper connections with consumers and redefine the shopping experience.

If these do come to pass, you heard it here first. If not, feel free to let us know about it.

With so many stunning wedding venues across the nation, standing out requires more than just having a beautiful space, it’s about how you push it out to market. While traditional tried and tested methods such as hosting wedding fairs, having open days, and running incentivised promotions definitely have their place, an astonishing amount of stunning venues are yet to capitilise on the opportunity of using digital marketing. Even in this post-covid world!

PPC, SEO, Email marketing, and social media all deliver brilliant returns for wedding venues, yet many wedding venue owners, sales teams, and managers hesitate to embrace it fully. If that sounds familiar, this article is for you. Here are 10 compelling reasons why investing in digital marketing can elevate your venue, attract more couples, and ultimately secure more bookings.

 

 

1. Abundance of High-Quality Photography Readily Available

For wedding venues, high-quality photography is a marketing asset that’s gathered in abundance but often underutilised. Every wedding hosted at your venue generates stunning images that showcase your space beautifully. These photos aren’t just keepsakes; they’re powerful tools to attract future clients by helping them visualise their own special day at your venue.

The general benefit of using these images is their ability to create an emotional connection with potential clients. Visuals play a critical role in the wedding planning process, often being the deciding factor for couples choosing a venue. Consistently sharing these images across your digital platforms builds your brand’s identity and sets you apart from the competition.

A common problem in digital marketing is gathering high-quality content to use, but wedding venues have so ready to go, it makes it really easy to make campaigns and strategies hit the ground running.

If you feel however that you haven’t done a great job of collating photography, you could start reach out to photographers who have worked at your venue and request permission to use their photos in your marketing. Create organised SEO-optimised galleries on your website and share these images regularly on social media to keep your content fresh and engaging.

 

 

2. So Much User-Generated Content

User-generated content (UGC) is a valuable, authentic form of marketing that can significantly boost your venue’s online presence. When couples and their guests share their experiences at your venue, they’re providing relatable content that resonates with future clients. This type of content builds trust and provides social proof that your venue delivers memorable experiences.

The main benefit of UGC is its authenticity. In a market where trust is key, seeing real weddings and genuine happiness at your venue can be more persuasive than traditional marketing. Plus, UGC is a cost-effective way to keep your content dynamic and engaging.

To leverage UGC, subtly encourage couples to tag your venue in their social media posts and create a unique hashtag to track these moments. Feature this content on your own channels, giving credit to the original creators, and watch your online community grow. This also doesn’t have to be limited to the day, you can run incentives around sharing photos from open days, meal tastings, setups, and so much more.

 

 

3. Easy to Capture Good Reviews

Positive reviews are crucial for building your venue’s reputation and influencing potential clients. Satisfied couples are often willing to share their experiences, and these reviews serve as powerful endorsements that can sway others to choose your venue. In the wedding industry, where reputation is everything, good reviews are a vital asset.

Reviews offer social proof and can significantly enhance your local SEO, making it easier for your venue to be found online by couples searching for wedding locations in your area.

To start collecting reviews, incorporate a simple request into your post-event follow-up process. Send a thank-you email with links to review platforms like Google or wedding-specific sites, making it easy for couples to share their thoughts. Don’t forget to highlight these reviews as testimonials on your website and social media to boost your venue’s appeal.

 

 

4. These Combine to Make Local SEO a Doddle

When it comes to attracting couples in your area, local SEO is an invaluable tool. Wedding venues naturally benefit from the high-quality photos, user-generated content, and positive reviews they gather from events. These elements are crucial for boosting local SEO, helping your venue appear in search results when couples are searching for wedding locations nearby.

Local SEO ultimately enhances your venue’s visibility to couples who are actively looking for venues in your area. By consistently appearing at the top of search results, your venue becomes a trusted option, increasing the likelihood that couples will explore what you offer.

To optimise your local SEO, start by ensuring your Google My Business profile is complete and up-to-date with high-quality images, accurate contact information, and links to your website. Encourage reviews, as they significantly influence your search ranking. Finally, incorporate location-specific keywords throughout your website content to improve your chances of being discovered by local clients.

Having worked with wedding venues like Mercure Maidstone Great Danes and Holiday Inn Darlington North, our team are very experienced in improving the search visibility of wedding venues. We also published this article if you’d like to read more on the differences between reaching local couples and national couples through SEO.

 

 

5. Long-Tail PPC Has a Great ROI

For wedding venues – especially those with unique features – pay-per-click (PPC) advertising can be a highly effective way to reach engaged couples, especially when using long-tail keywords. These are specific, less competitive search terms that can deliver a higher return on investment because they target couples who are further along in their decision-making process. For example, instead of bidding on “wedding venues,” you might target “outdoor wedding venues in [Your City].”

The general benefit of long-tail PPC is that it allows you to compete effectively with larger 3rd party platforms and OTAs without needing a massive budget. By focusing on niche terms that highlight your unique selling points, you can attract the right clients who are looking for exactly what you offer.

To get started with long-tail PPC, begin by researching specific keywords related to your venue’s strengths and location. Use tools like Google Keyword Planner to find terms with lower competition but high relevance. Then, create targeted ads that speak directly to those searching for your type of venue. Monitor and adjust your campaigns regularly to maximise ROI. Alternatively, if you don’t have the internal resources to do all of this, find a Google Ads partner agency like Tomango that is experienced in delivering a significant return for wedding venues using digital advertising.

 

6. Often Extended Lead Times Are Perfect for Email Marketing

One unique aspect of the wedding industry is its extended lead times. Couples often book their venue months, sometimes even years, in advance. This extended timeline provides a perfect opportunity for email marketing, allowing venues to nurture leads over time, potentially upsell, and keep their venue top-of-mind as the big day approaches.

The best thing about email marketing is its ability to build relationships with potential clients. Regularly sending out personalised content, such as updates, tips, and special offers, helps maintain engagement and increases the likelihood that couples will follow through with a booking. It’s a low-cost, high-return strategy that keeps your venue relevant throughout the decision-making process.

To capitalise on email marketing, start by building an email list of interested couples and past clients. Make it a part of your enquiry process to ask permission to add the couple to your mailing list. Segment this list based on where clients are in their planning journey. Send targeted emails that provide value; whether it’s showcasing a recent event at your venue, offering planning tips, or highlighting a special discount.

Consistency is key, so establish a regular schedule that keeps your venue in the minds of your prospective clients without overwhelming them.

 

 

7. Knowledge and Experienced Staff Are on Hand for Web & Social Content

One of the often-overlooked advantages of wedding venues is the wealth of knowledge and experience within their teams. From event coordinators to bar staff, your team has firsthand insights into what makes your venue special. This expertise is a valuable resource for creating engaging web and social media content that resonates with prospective clients.

Leveraging your staff’s knowledge provides unique authenticity and adds depth to your marketing efforts. Content created with input from your team can provide potential clients with detailed, insider perspectives that generic marketing materials might lack. Whether it’s blog posts, social media updates such as reels, or FAQ sections, content that reflects real experiences at your venue helps build trust and establishes your brand as a knowledgeable and reliable choice.

To get started, consider involving your staff in the content creation process. Host brainstorming sessions where team members can share ideas and stories that could be turned into blog posts, social media updates, or email campaigns. Feature staff profiles on your website or social media to introduce potential clients to the people who will be making their event memorable. This approach not only enriches your content but also fosters a stronger connection between your team and your clients.

 

 

8. Other Venues Aren’t Utilising Socials Enough

Despite the growing importance of social media in the wedding industry, many venues still aren’t fully leveraging platforms like Instagram, Pinterest, and TikTok. This gap presents a significant opportunity for venues that are willing to invest in social media marketing. These platforms are ideal for showcasing the visual appeal of your venue and engaging directly with engaged couples who are planning their big day.

Social platforms allow you to interact with couples in real-time, answer their questions, and provide inspiration through beautiful imagery and engaging content. By being active on these platforms, your venue can build a loyal following and attract couples who may not have found you through traditional channels.

To start maximising your social media presence, focus on creating visually appealing content that highlights your venue’s unique features. Regularly post high-quality photos and videos from past events, share behind-the-scenes looks at your venue, and engage with followers by responding to comments and messages.

You could also consider running targeted ads on these platforms to reach newly engaged couples who are actively searching for wedding venues.

 

 

9. Potential to Become a Research Centre for Engaged Couples

In the early stages of wedding planning, many couples turn to the internet for inspiration and guidance. By positioning your venue as a valuable resource, you can become a go-to source of information for engaged couples. Whether it’s through blog posts, downloadable guides, or informational videos, providing helpful content not only attracts visitors to your site but also establishes your venue as an authority in the industry. It’s also one of the key ways to climb search rankings against bigger competitors and 3rd party booking sites as search engines prioritise websites that offer valuable, informative content.

When couples find your content useful, they’re more likely to spend time on your site, explore your offerings, and ultimately consider your venue for their wedding.

To begin, identify common questions or concerns couples have during the planning process and create content that addresses these topics. For example, you might write a blog post about the benefits of different wedding styles or produce a video tour of your venue. Share this content across your digital channels and consider creating a dedicated resource section on your website.

 

 

10. The UK Wedding Market Is Still Digitally Lagging Behind

While digital marketing has become essential in many industries, the UK wedding market is still catching up. Many venues have yet to fully embrace these digital strategies, meaning there’s a significant opportunity for those who do. By being one of the early adopters of comprehensive digital marketing, your venue can stand out in a market that’s still somewhat lagging behind.

The general benefit of being ahead in digital marketing is the competitive edge it gives your venue. Early adopters often enjoy greater visibility, higher engagement rates, cheaper PPC bidding, and a stronger online presence, all of which contribute to increased bookings.

To get started, assess your current digital marketing efforts and identify areas for improvement. Whether it’s enhancing your website, ramping up your social media presence, or investing in SEO, taking proactive steps now will pay off in the long run. Consider consulting with a digital marketing expert or agency to develop a comprehensive strategy that covers all aspects of online marketing, from content creation to paid advertising. By acting now, your venue can capitalise on the digital opportunities that others are missing.

 

 

If these 10 reasons haven’t convinced you yet, why don’t you book a free 30-minute consultation session with our wedding sector-experienced Head of Digital Marketing? 

If you’re ready to take your wedding venue’s digital marketing to the next level but aren’t sure where to start, we’re here to help. Contact Tomango for expert guidance on all aspects of digital marketing, from SEO and PPC to content creation and social media strategy. Let us help you unlock your venue’s full potential and secure more bookings today.

 

FAQs:

1. What is the most effective digital marketing strategy for wedding venues?
   • Different strategies work better for different venues, but we always recommend starting with a multi-channel approach, combining SEO, social media, PPC, and email marketing to reach couples at different stages of their planning journey.
2. How can wedding venues improve their local SEO?
   • Optimise your Google My Business profile, gather positive reviews, and use location-specific keywords throughout your website to boost your visibility in local search results.
3. Why is user-generated content important for wedding venues?
   • UGC is authentic and trustworthy, providing social proof that your venue delivers memorable experiences. It also keeps your content fresh and relatable.
4. How can wedding venues compete with OTAs using PPC?
   • Among other techniques, we suggest focusing on long-tail keywords that highlight your venue’s unique selling points. This allows you to target specific audiences without competing directly with larger platforms.
5. What social media platforms should wedding venues focus on?
   • Instagram, Pinterest, and TikTok are ideal for wedding venues due to their visual nature. These platforms allow you to showcase your venue and engage with potential clients directly.
6. How can wedding venues use email marketing effectively?
   • Use email marketing to nurture leads over time by sending personalised content, updates, and special offers. This keeps your venue top-of-mind as couples plan their big day.
7. What role does content marketing play for wedding venues?
   • Content marketing positions your venue as a valuable resource for couples. By providing helpful information and inspiration, you attract and engage potential clients, improving your SEO and building brand authority.
8. How can we estimate the budget we’d need to spend monthly?
   • Start by considering your goals, audience size, and the platforms you plan to use. Typically our hospitality and events clients spend between £2,500 and £4,500 a month on their marketing campaigns, including both the management fee and ad spend.
9. Why should wedding venues invest in professional photography?
   • High-quality visuals are crucial for showcasing your venue online. Professional photos can create an emotional connection with potential clients, helping them envision their wedding day at your location.
10. How can wedding venues encourage couples to leave reviews?
    • Make it easy for couples to leave reviews by providing links to review platforms in follow-up emails. Consider offering incentives, such as complimentary services, to encourage more feedback.

Defining a marketing budget can feel like a daunting task, especially when the goal is to achieve a specific return on investment (ROI).

However, by breaking down the process into manageable steps, business owners and senior leaders can develop a clear strategy to allocate their marketing resources effectively.

This blog outlines five simple steps to help you determine the right marketing investment to achieve your desired ROI. This can be applied to all areas of digital marketing, however in this example, we’re using PPC (social, search, or display advertising) in order to simplify the process. We’ll walk through each step with a practical example, making it easy to follow and implement.

 

 

Step 1: Determine the Objective and Ideal Outcome

The first step in defining your marketing investment is to establish clear objectives. What do you want to achieve, and what does success look like for your business?

Most businesses want to generate more sales as their primary objective, so grab a pen and pad and write down how many sales you’d realistically like to generate in a month.

Example:
Let’s say you run a Housing Development company, and your goal is to generate 10 sales per month. This is your ideal outcome — 10 successful transactions that directly result from your marketing efforts.

Having a specific target, like the number of sales, allows you to reverse-engineer your marketing strategy to ensure that every pound spent is contributing towards that goal.

It’s crucial to be precise with your objectives, as vague goals lead to ambiguous marketing strategies that are hard to measure and optimise.

 

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Step 2: Understand Your Current Sales Conversion Rate

This step is crucial in order to accurately predict the success of your campaigns and avoid creating a bottleneck for your sales team. Once you have a clear objective, the next step is to understand your current sales conversion rate. This rate tells you how effective your sales process is at converting leads into actual customers.

To calculate your conversion rate, divide the number of sales by the number of leads you’ve received, then multiply by 100 to get a percentage.

Example:
For our Housing Development company, let’s assume that out of every 100 leads generated, 10 turn into sales. This gives you a sales conversion rate of 10%.

Knowing this number is critical because it directly impacts how many leads you’ll need to achieve your sales goal. With a 10% conversion rate, if your goal is 10 sales per month, you’ll need to generate 100 leads. Understanding this relationship between leads and sales allows you to set realistic expectations for your marketing efforts and investment.

 

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Step 3: Use Your Sales Conversion Rate to Determine the Number of Leads Needed

Now that you know your sales conversion rate, you can determine the number of leads required to hit your desired sales target. Thankfully, more simple maths: just divide your target number of sales by your conversion rate (we’re marketers after all, not mathematicians).

Example:
Continuing with the Housing Development company scenario, you’ve established that you want to generate 10 sales per month, and your sales conversion rate is 10%. To find out how many leads you need, you would calculate:

Number of Leads Required = Desired Sales divided by Conversion Rate

This means we need to generate 100 leads in order to achieve 10 sales in a month.

Understanding the number of leads you need is essential for planning your marketing strategy and budget. It provides a clear target for your lead generation efforts.

 

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Step 4: Analyse Your Current Click-to-Lead Conversion Rate

After determining how many leads you need, the next step is to look at your click-to-lead conversion rate. This metric tells you how many website visitors (or clicks) turn into leads. Knowing this helps you understand how much traffic you need to drive to your site to generate the required number of leads.

Example:
Let’s say your Housing Development company has a click-to-lead conversion rate of 1.5%. This means that out of every 200 clicks on your ads, 3 visitors become leads. To calculate how many clicks you need to generate 100 leads, you would use the following formula:

Number of Clicks Required = Number of Leads Required divided by Click-to-Lead Conversion Rate

In this case, you need to generate 6,667 clicks to produce 100 leads, which will then result in 10 sales.

 

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Step 5: Estimate Your Cost Per Click (CPC)

The final step is to estimate your cost per click (CPC), which will help you determine the overall budget needed for your PPC marketing campaign. Please note, CPC varies widely depending on factors like your industry, ad quality, competition, and target audience. There are various tools you can use to estimate cost-per-click, but to save time, I’ve provided a handy list below for the UK market averages across the most common sectors we’ve worked with:

Search Network (Average Cost Per Click):

• Automotive: £2.46
• B2B: £3.33
• Consumer Services: £6.40
• E-Commerce: £1.16
• Education: £2.40
• Employment Services: £2.04
• Finance & Insurance: £3.44
• Health & Medical: £2.62
• Home Goods: £2.94
• Industrial Services: £2.56
• Legal: £6.75
• Real Estate/Property: £2.37
• Technology: £3.80
• Travel & Hospitality: £1.53

Example:
For our Housing Development company, let’s assume the average CPC is £1.91. Using the number of clicks required from Step 4, you can estimate the total cost needed:

Total Cost = Number of Clicks Required×CPC

This means you would need to invest approximately £12,735 per month in your marketing campaign to generate 10 sales, assuming all other factors remain constant. Not bad for a property developer!

 

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Example Calculation: Putting It All Together

Now that we’ve walked through each step, let’s combine everything to see how it all works in practice.

Example Recap:

• Objective: 10 sales per month
• Sales Conversion Rate: 10%
• Click-to-Lead Conversion Rate: 1.5%
• Average CPC: £1.91

Step-by-Step Calculation:

1. Determine the Number of Leads Needed:
   • With a 10% sales conversion rate, you need 100 leads to achieve 10 sales.
2. Determine the Number of Clicks Needed:
   • With a 1.5% click-to-lead conversion rate, you need 6,667 clicks to generate 100 leads.
3. Estimate the Total Marketing Cost:
   • With an average CPC of £1.91, the total cost for generating 6,667 clicks would be:

6,667 × £1.91 = £12,734.97 

 

This example shows how breaking down your marketing investment into clear steps can give you a realistic budget tailored to your specific ROI goals.

By knowing your sales and click-to-lead conversion rates, you can make informed decisions that align with your business objectives.

 

 

Defining your marketing investment for a specific return doesn’t have to be complicated. By following these five steps you can create a targeted budget that drives results. Remember, the key to success is not just setting a budget but continuously monitoring and adjusting your strategy based on performance. This proactive approach ensures that your marketing spend delivers the ROI your business needs.

 

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FAQs

1. What if my industry’s CPC is higher than average?
   • If your industry’s CPC is higher, you may need to either increase your budget or improve your conversion rates to achieve the same ROI. Consider optimising your ad campaigns, improving your landing pages, or focusing on lower-cost channels.
2. How often should I revisit my marketing budget?
   • It’s a good practice to revisit your marketing budget quarterly or whenever there’s a significant change in your business goals, market conditions, or performance metrics.
3. Can I use this approach for other marketing channels?
   • Yes, this approach can be adapted for other channels like social media, email marketing, or even offline campaigns. The key is to understand the conversion rates specific to each channel.
4. What tools can help me track my conversion rates?
   • Tools like Google Analytics, HubSpot, and CRM systems can help you track your sales and click-to-lead conversion rates. These tools provide valuable insights that can inform your budget decisions.
5. How do I improve my click-to-lead conversion rate?
   • To improve your click-to-lead conversion rate, focus on optimising your landing pages, improving your ad targeting, and ensuring that your calls-to-action are clear and compelling.
6. How do I avoid a sales bottleneck when launching my campaign?
   • To avoid a bottleneck, ensure that your sales team is prepared to handle an influx of leads. This may involve streamlining your lead nurturing process, automating responses, and providing adequate training to your sales team to close deals effectively.
7. How do I improve my lead-to-sale conversion rate?
   • Improving your lead-to-sale conversion rate can be achieved by refining your sales process, offering personalised follow-ups, providing relevant content at each stage of the buyer’s journey, and addressing potential objections early.
8. What is a Google Ads Partner agency, and should I use them?
   • A Google Ads Partner agency is certified by Google for its expertise in managing Google Ads campaigns. Working with a Google Ads Partner, like Tomango, can be beneficial if you’re looking to maximise your ad performance, as these agencies have access to advanced tools and insights directly from Google.

 

Need help developing a digital marketing campaign that delivers results? Contact us at Tomango, a certified Google Ads Partner agency, for expert assistance in defining your marketing investment and achieving your desired ROI. Our team is here to help you navigate the complexities of digital marketing and ensure your budget works effectively for your business.

For all brands hoping to carve out a digital footprint and capture their corner of the market, creating engaging content for customers is crucial. However, this can be tricky when customers are at different stages of their buying journey.

Each stage requires different types of content to engage and add value to your audience. And adding value can be the Achilles heel of an otherwise well-planned content strategy.

So, what content do you need to engage with prospects that have different mindsets? And how do you add value when creating this content?

Firstly, you need to wrap your head around the marketing funnel:

 

 

Understanding the Marketing Funnel

The marketing funnel is a model that illustrates the journey customers go through from becoming aware of a brand to making a purchase and beyond.

It has evolved over time to be divided into five stages: Awareness, Consideration, Conversion, Loyalty, and Advocacy.

Each stage represents a different phase in the customer’s decision-making process and requires tailored content to meet their specific needs.

 

1. Awareness: At this stage, potential customers become aware of your brand. They might not yet know they have a problem or need a solution.
2. Consideration: Here, customers recognise their problem and start looking for solutions, likely comparing different options.
3. Conversion: In this stage, customers are ready to make a purchase decision. They need content that helps them choose your product or service.
4. Loyalty: After the purchase, the focus shifts to ensuring customer satisfaction and building long-term loyalty.
5. Advocacy: Satisfied customers become advocates for your brand, sharing their positive experiences and referring others.

 

By aligning your content strategy with each stage of the funnel, you can effectively guide potential customers or clients through their journey, ultimately converting them from prospects into loyal advocates.

Most businesses forget to cater to at least one of these stages, leaving their prospects open to the influence of competitors that provide a warmer hand to hold during that stage of their buying journey.

To give you the tools to protect your customers Let’s explore the various stages of the marketing funnel in more detail and some examples of content that excels at each stage.

 

 

1. Awareness Stage

The awareness stage is where potential customers first learn about your brand. At this point, they might not even know they have a problem that needs solving. The end goal here is to attract their attention and create brand or product awareness.

Top tip: During the awareness stage, bear in mind the value of your product or proposition will often determine the amount of time a prospect is willing to take investigating awareness stage content. Don’t expect someone to watch a 10-minute video about a potato peeler, and likewise no one buys a Ferrari based on a funny gif.

Types of Content that raise awareness:

• Blog Posts: Informative articles that address common problems and offer initial insights.
• Social Media Posts: Engaging posts that introduce your brand and its values, most commonly utilising hashtags or trending topics to tie in your brand.
• Infographics: Visually appealing (ideally animated) graphics that simplify complex information in a concise and interesting way.
• Educational Videos: Short videos that explain concepts relevant to your industry.

 What you’re really trying to do at this stage is present the problem, get the prospect to think “now you mention it, that is something I want solving”, and then present the solution.

In copywriting, this is referred to as The PAS Framework, but the same concept works for all kinds of content.

An in-practice example of this would be using a search engine optimised blog article titled “Why physiotherapists recommend at least two meringues a day” when you’re selling portable smart egg whisks… Because at this stage, no one is specifically looking for portable smart egg whisks.

Here’s a great example of showing off a product – in this case, the My Babiie MB160 Pushchair – through an educational video to create brand awareness.

 

 

2. Consideration Stage

 In the consideration stage, potential customers are aware of their problem and are actively seeking solutions. Your content should provide deeper insights and help them evaluate their options; but this will also be the time they are most likely to seek out competitors.

Types of Content:

• Lead Magnets: Engage at this stage by providing a taste of what you can offer. A quiz, industry report, or interactive tool can work wonders so long as it adds value.
• Whitepapers: Authoritative reports that provide detailed analysis and data.
• Case Studies: Real-life examples of how your product or service has solved similar problems in the past.
• Comparison Guides: Side-by-side comparisons of different solutions. There is no harm in this coming from you if you truly believe in your USPs.
• Webinars: Live or recorded sessions that delve into specific topics.

At this point you should be looking to demonstrate authority, expertise and previous customer satisfaction.

Truth is, most customers will figure out the pros and cons of different products, so the best course of action is to demonstrate why their overall experience will be better with you.

CRMs and software companies tend to navigate the consideration stage very well because they know how fierce the competition can be. Take a look at how Productive.io present “Top 13 CRMs for Agencies” and think about how confident they have to be in their product to provide their prospects with their 12 top competitors.

It can seem like a massive pitfall, but being transparent about alternative market choices can help your brand be perceived as knowledgeable, confident, and – probably most importantly – a great source of industry-specific information.

 

 

3. Conversion Stage 

At the conversion stage, potential customers are ready to make a decision. Your content should facilitate the final decision-making stage and convince them to choose your product or service over a competitor’s.

Types of Content:

• Product Demos: Videos – or for higher value purchases interactive sessions with a representative – that highlight your product’s features, benefits, and ideally retention rates.
• Customer Testimonials: Reviews and stories from satisfied customers.
• Discounts/Offers: Carefully considered discounts and offers, presented at the right time, can turn a maybe customer into a sale. This is often left until they’ve already made up their mind to buy from someone though and shouldn’t be confused with a blanket company-wide promotion.
• Return on Investment Guides or Calculators: Clear and transparent pricing information accompanied by a tool that lets the buyer know when they’ll see a return on their spend.

We helped Agon Systems, an industry-leading retail security provider, effectively demonstrate the impact of their flagship product to assist with the conversion stage. By creating an ROI savings calculator, we showcased how quickly clients could realistically see a return on their investment. Helping them make their clients feel more at ease when investing large sums of money.

 

 

4. Loyalty Stage

Once customers have made a purchase, the goal shifts to ensuring their satisfaction and encouraging loyalty. Content at this stage should help customers get the most out of their purchase and foster a long-term relationship.

Loyal customers help your business increase profits and can provide value beyond one-off purchases. Therefore, it’s vital that loyalty is taken seriously. Unfortunately, due to the time investment and resources required to maintain a relationship with customers, this is a part of the funnel that is too often overlooked.

Types of Content:

• Onboarding Materials: Guides and tutorials that help customers use your product or service.
• Exclusive community platforms: Forums, marketplaces, rewards portals.
• Customer Support Resources: FAQs, help articles, and contact information.
• Feedback Surveys: Tools for gathering customer feedback and improving your offerings.

 To get started with creating customer loyalty, try to put yourself in the shoes of a customer that is buying from you for the first time. Consider what they would need to get the most out of your product/service, pre-empt any initial challenges or learning curves they might face, and produce genuinely useful content.

Top Tip: Don’t be afraid to lean on other brands within the space to provide additional value to your customers: Referrals can be a great way to build trust and authority. For example, if you’re a dog food brand, providing customers with links to dog behaviorists, nutritionists, or accessories can be a great way to foster brand loyalty.

 

 

5. Advocacy Stage

Finally, we arrive at the advocacy stage. The goal at this point is for your loyal customers to become brand advocates and ambassadors. The content here should empower them to easily share their positive experiences and refer others to your brand.

Early adopters and brand ambassadors should be treated like royalty. This firstly sets a precedent that you treat your best customers well, but secondly, they will propel the business forward via word of mouth and unbiasedly increase your engagement rates (and hopefully sales).

Types of Content:

• Customer Success Stories: Highlighting how customers have benefited from the product.
• Referral Programs: Incentives for customers to refer friends and family.
• User-Generated Content: Encouraging customers to share their own content featuring your brand.
• Community Building: Engage with customers as part of a 2-way conversation on social media platforms and review sites.

 D2C brands tend to focus on advocacy as they’re often marketing to a very small audience – of usually one person at a time. This makes it expensive to create buzz around a product through advertising, making advocacy a fundamental pillar in increasing market share.

Think about how many times you’ve been asked to refer a friend to your subscription box. These rewards for referrers are often uncapped, and for good reason… They work.

A prime example that most people are aware of is Sky TV.

 

  

Aligning your content marketing strategy with the different stages of the buying journey is essential for engaging and satisfying your customers.

By creating the right content at each stage, you can guide potential customers through the funnel and turn them from prospects into loyal advocates. Take the time to evaluate your current content strategy and make the necessary adjustments to ensure you’re meeting your customer’s needs at every stage.

If you feel you’re missing some of the content you need, or need help developing a content strategy altogether, get in touch for a chat about how we can work with you to please your customers, while also increasing profits.

 

It’s that time of year again, the twinkly lights have gone up – as has your heating bill – and everything you used to love is now spiked with cinnamon.

In the spirit of the year coming to an end, we thought it would be a good time to reflect on 2023, and what better way to do that than diving into the 2023 Digital Marketing Skills Benchmark Report, put together by Target Internet.

The Digital Marketing Skills Benchmark is a one-of-a-kind study that dives into the real skills of thousands of marketers across various industries and job levels. We get it each year thanks to Target Internet’s partnership with the Chartered Institute of Marketing (CIM).

Credit where credit’s due, this report’s a treasure trove of data and insights, and often shines a spotlight on what can be a very noisy and confusing industry to work in.
So, we thought we’d save you some time and take you through our interpretation of the report, specifically looking at how the issues highlighted are affecting internal marketers and their wider teams.

If you haven’t already, then take 10 minutes to benchmark your skills today; it’s well worth doing.

Big Picture – What are the key general takeaways from the report?

We read the whole 117-page long report and saw some common threads running through most industries and job roles that are worth diving into first.

1. AI is here to stay – You won’t be that surprised to discover that marketing is one of the sectors to openly embrace AI. Automation has always been a critical tool in our utility-belt, and AI is likely to continue to blow any previous automation tools we were using out of the water.The biggest providers are already way ahead in incorporating AI into their product pipeline, but this report suggests we’ll see a shift away from novelty uses of AI and continue to see leaps forward in products that are more carefully thought out, powerfully enhancing the work us mere mortals are capable of.
2. It’s never been more important to update your knowledge and skills – The report reveals a growing demand for expertise in areas like SEO and PPC, reflecting the changing priorities and skill sets required in today’s digital landscape.Perhaps more interestingly though, as privacy concerns become more pronounced and data sharing decreases, traditional marketing skills are becoming valued much more highly, as all companies need marketers who don’t solely rely on the data we’ve been lucky enough to have for the past decade and a half. It’s a clarion call for marketers to continuously update their skills to stay relevant and effective. So, bear with me whilst I break out my copy of “Advertising for Dummies”.
3. The skill-gaps between job roles are shrinking slightly – In previous years this report showed a distinct problem where senior leaders were losing the knowledge of how digital marketing channels worked. Although you could argue this is natural, due to those leaders focusing more on the big picture rather than the inner workings, a lot of us foresaw a problem where demands evolved so rapidly, that these senior personnel would be left out in the cold.Fortunately, recent trends indicate improvement in this area. Managers and Directors are now showing better proficiency across a broader range of digital marketing skills, suggesting they’re keeping up more effectively with the evolving demands of the field.
4. Marketers are a resilient bunch – Amid a cost-of-living crisis, rising inflation rates, and AI tools popping up like overeager whack-a-moles, this year’s benchmark report shows that marketers have managed to not only keep the ship afloat, but have also managed to upgrade the sails and give the deck a good scrub. Scores have improved across the board, and interestingly, so have everyone’s estimations of their scores. Showing that, in general, marketers are taking the demands of modern-day marketing seriously.

Unwrapping job roles – How are marketers of different seniorities scoring?

“I can’t change the direction of the wind, but I can adjust my sails to always reach my destination.” -Jimmy Dean

Fitting to the quote above, this year’s theme seems to revolve around change and adaptation.

Like a well-orchestrated Christmas carol, each role within the team plays a crucial part in ensuring the marketing department delivers. Let’s look at how various job roles performed in this year’s report, how they’ve each changed since the previous year, and what this may represent:

 

Marketing Interns: Emerging talent

Interns, often the most affected by the pandemic’s disruption to traditional learning and mentoring methods, have shown a commendable bounce-back. Their overall performance, while still below the seniority average, is on an upward trajectory.
The 10% increase in Ecommerce and 18% rise in general marketing knowledge are testaments to their adaptability and potential. However, the overestimation of their abilities in areas like Content and Social Media suggests a need for more targeted training and mentorship in 2024.

 

Marketing Assistants: Navigating a steep learning curve

Assistants and graduates represent a segment grappling with the rapid pace of change in digital marketing. This group saw the least progress, and in fact, scores drifted back in four of twelve areas, with the only area of significant progress being Social Media.
This trend could be indicative of the challenges faced by educational institutions and course providers in keeping curricula up to date with industry developments. The disparity between perceived and actual skills, especially in Analytics, points to a crucial area for further education and practical training around GA4.

 

Marketing Executives: Adaptable innovators

Executives have demonstrated a consistent improvement across most digital marketing competencies, with particular strides being made in Social Media, SEO, and Email Marketing. Their ability to align closely with the all-seniority averages, despite being a relatively junior group, is commendable.
The disparity between self-assurance and actual skill within this group was only obvious in Content Marketing – a trend observed across most groups – and in Strategy, typically seen in more junior groups lacking extensive experience. However, at the top end of this group, we can a cluster of Marketing Executives possessing high expertise, clearly demonstrating a competitive market with a strong appetite for career advancement.

 

Marketing Managers: Balancing knowledge, strategy, and application

Managers have shown steady progress, but are very close to average scores across all seniority levels. This raises questions about whether their knowledge levels are sufficient, given their pivotal role in both strategizing and executing hands-on digital marketing plans.
The noticeable gaps in Strategy and Social Media skills suggest a need for more in-depth training and a focus on tactical competencies. Time constraints and the hands-on nature of their roles often impede their ability to upskill, indicating a need for more structured learning within organisations.

 

Heads of Departments: Leading with knowledge

Heads of Departments have made significant strides, particularly in rapidly evolving areas like Ecommerce, SEO, and Social Media. Their progress is crucial, as it includes domains undergoing swift changes.
However, the common trend Heads of Department show every year of overconfidence in their abilities, appears once again. This time in Content, Strategy, Analytics, and Usability, where confidence is well above actual skills.
The areas of improvement though leave the group above average across the full range of digital marketing competencies (when compared to all seniority averages). The overall picture is one of great progress but a situation that needs ongoing and well-focused attention on upskilling; otherwise, we risk department heads being unable to ask the right questions to inform wider strategies.

 

Directors: Improvements that help set a strategic direction

Directors have seen comprehensive progress across all areas of competency, aligning with or surpassing the all-seniority average. Their advancements in Strategy and Core Marketing are particularly noteworthy, equipping them to guide and, when needed, challenge their teams more effectively.
The improvements in tactical areas like SEO and Social Media are also significant, ensuring they can be hands-on if needed and are staying informed about the latest trends and techniques.

 

 

How can the current skill gaps highlighted in the report be addressed?

Bridging the skills gaps identified in the report requires a strategic and proactive approach. For marketing teams and businesses, this means going beyond traditional training methods to embrace a more holistic skill development plan.

1. Internal Training and Workshops: Regular training sessions, workshops, and webinars can be instrumental in keeping teams up to date with the latest trends and techniques. These should cover a range of topics, from the nuances of SEO and social media strategies to core skill development through things like Insights Discovery.
2. Mentorship and Coaching: This is like having a marketing Yoda for every Luke Skywalker in your team. Experienced marketers guide the newbies, sharing wisdom and fostering a culture where everyone’s learning and growing together. And trust us, it works the other way around too! (We look forward to seeing your Marketing Director’s first Tik Tok.)
3. External Expertise: Every year agencies score considerably higher than internal marketers (as they are expected to), however, it shows that sometimes the best learning comes from outside. Inviting input from industry experts, attending conferences, or collaborating with digital marketing agencies can provide fresh perspectives and specialised knowledge that internal training might miss.
4. Hands-On Experience: There’s nothing like getting your hands dirty (digitally speaking). Practical, hands-on experience is invaluable. So, we recommend encouraging team members to work on diverse projects, experiment with new tools, and learn from real-world scenarios that can significantly enhance their skills.
5. Feedback and Continuous Improvement: Regular feedback sessions, performance reviews, and skills assessments can help in identifying areas where individuals or teams may need more support or training. This also helps track progress and ensures the skills development efforts are doing what they’re supposed to.
6. Investing in Resources: Providing access to the latest tools, resources, and learning materials can empower team members to take charge of their own learning and stay ahead of the curve.

Like the very best trifles, your learning and development approach needs to be multi-layered…
Okay, that festive reference might have been a stretch, even for me. But the point is, by addressing these skills gaps through a comprehensive and multi-faceted approach, marketing teams can not only enhance their capabilities but also contribute to the overall growth and success of their businesses – as well as the marketing sector as a whole!

 

We look forward to seeing even better results in 2024’s report!
We invite you to explore the report in detail for more comprehensive insights into your specific sector.
And if you’re looking to navigate these challenges, Tomango is here to guide and support you in enhancing your team’s marketing capabilities.

Imagine your business as a hidden treasure chest buried within the vast expanse of the internet. For customers to uncover its riches, you’ve got to mark an X on the map they’re being given. The quality of your SEO content is the difference between that X being an in-your-face, flashing neon sign, and a hand-scribbled cross, written by someone using a 2-inch Argos pencil.

So, get your Sharpie out, because we’re about to help you mark your map and start bringing more of the right customers to your treasure island.

 

 

What is SEO?

Search engine optimisation (SEO) is the digital marketing term for how content can be created and adapted to improve a website’s performance within search engines.

Local SEO, with its colloquial keywords and community-centred techniques, speaks directly to nearby customers, like a familiar conversation with neighbours. It focuses on optimising your online presence to attract local search queries and enhance visibility within your immediate vicinity.

On the other hand, national SEO casts a much wider net, bridging the gap between a brand’s ambitions and audiences on a much larger scale. By employing strategies like comprehensive keyword research, content optimisation for broader search terms, and building high-quality backlinks from authoritative websites, national SEO aims to position your business as an industry leader on a national scale.

Jump straight to: Local SEO | National SEO | Tips to get started

 

The Power of Local SEO

Example use cases: Independent shops such as florists and bakeries, community classes and events, and fitness centres.

To dominate your local market, harnessing the power of local SEO is crucial. Let’s explore the key techniques and considerations for local SEO success:

Location-Specific Keywords

• Conduct thorough keyword research to identify search terms that are relevant to your local audience. This can – and should – include references to relevant places, landmarks and other businesses if appropriate.
• Optimise your website’s content, meta tags, and headings with location-specific keywords. This can – and should – include references to relevant places.
• Incorporate location keywords naturally within your website’s copy to improve its visibility in local search results.

Example: If you own a coffee shop in Lewes, target keywords like “best coffee shop in Lewes” “Ringmer coffeehouse,” or “organic coffee in East Sussex”

Google Business Profile Optimisation

• Claim and verify your Google My Business listing to ensure accurate and up-to-date information about your business.
• Provide complete details such as address, phone number, business hours, website URL, and photos.
• Encourage customers to leave reviews on your Google My Business profile, as positive reviews can enhance your local search rankings.
• Post regular content onto your profile. See our guide on how to do this here.

Local Citations and Directories

• Submit your business information to local directories and citation websites, such as Yelp and TripAdvisor. Bonus points if they’re industry specific.
• Ensure consistency in your business name, address, and phone number (NAP) across all directories to establish trust and credibility.
• Seek opportunities to be featured in local publications or websites, as these linking opportunities can massively boost your local search visibility.

Example: A boutique hotel in Brighton should strive to be listed on prominent travel directories like TripAdvisor, Expedia, and Booking.com, as well as in local travel blogs – like this one – or magazines featuring the city’s top accommodations.

Local Content and Reviews

• Create location-specific content on your website, such as blog posts, articles, or guides that highlight local events, attractions, or community initiatives. Don’t be afraid to link to other sites early on, this will help you become an organic member of the business community and build an authority score.
• Encourage customers to leave reviews on platforms like Facebook, Trustpilot or industry-specific review websites.
• Respond promptly and professionally to both positive and negative reviews to demonstrate your commitment to customer satisfaction.

Example: A fitness studio in Uckfield can publish blog posts about the best walking routes in Buxted Park or interview local influencers to showcase the vibrant fitness community in the area.

By implementing these local SEO techniques and considerations, your business can significantly improve its visibility and attract nearby customers actively searching for products or services in their locality.

 

 National SEO for Broader Reach

Example use cases: Online and e-commerce stores, estate agents, digital pharmacists and healthcare professionals, and publications.

While local SEO focuses on dominating your local market, national SEO strategies aim to optimise your website for a broader reach. Let’s dive into the essential tactics for optimising your website on a national scale:

Keyword Research and Targeting

• Conduct extensive keyword research to identify high-volume search terms related to your industry or niche.
• Target broader keywords that have a national appeal and attract a larger audience. Don’t be afraid to go big and bold with your ambitions, it’s the consistent repetition over time that will be a key to wider success.
• Analyse the search intent behind these keywords to create relevant and valuable content that resonates with a national audience.

Content Optimisation and Outreach

• Develop high-quality, informative, and engaging content that covers a wide range of topics within your industry. You are already experts in your field, now you’ve just got to show it to the world.
• Optimise your content with relevant keywords, headers, meta tags, and structured data markup to improve its visibility in national search results.
• Conduct outreach to industry influencers, bloggers, and journalists to promote your content and gain valuable backlinks from authoritative websites.

Technical SEO

• Improve your website’s technical aspects to enhance its performance, user experience, and search engine crawlability.
• Ensure fast page load times, mobile responsiveness, and easy navigation for users on various devices.
• Implement structured data mark-up to provide search engines with additional information about your website’s content.

Example: An e-learning platform operating nationally should prioritise technical SEO elements like optimising website speed, implementing schema mark-up for course pages, and ensuring seamless mobile browsing for potential students.

National Link Building

• Develop a comprehensive link-building strategy to acquire high-quality backlinks from reputable websites. Tools like SEMrush provide a simple and effective way to identify backlinking opportunities.
• Engage in guest blogging, content partnerships, and digital PR campaigns to earn valuable mentions and backlinks from influential sources.
• Monitor your backlink profile to identify and disavow any low-quality or spammy links that could negatively impact your website’s search rankings.

By implementing these tactics, your website can expand its reach and attract a broader audience on a national level. National SEO opens up exciting opportunities for growth, brand recognition, and increased visibility across the country.

 

So, before we move into some of the detail, take a look at the table below that breaks down the differences between local SEO and national SEO focuses:

	Local SEO	National SEO
Focus	Specific local geographical area	Broader national audience
Target Keywords	Location-specific keywords	Keywords with national appeal
Google My Business	Optimise Google My Business listing	Focus on website optimisation
Local Citations	Get listed in local directories	Build authoritative backlinks
Content	Create content for a local audience	Broader content for a wider audience
Reviews	Encourage reviews on local sites	Garner reviews from a wide range of sources
Competition	Local competitors	National and international competitors
Advertising	Local directories and online listings	National advertising campaigns
Geographic Targeting	Narrow audience targeting	Wider geographic reach
ROI	Local customer base and community loyalty	National brand exposure and customer reach

 

A 5-step guide to getting started with SEO

Incorporating elements from both local and national SEO can be a winning strategy for maximising online visibility and reaching a broader audience. By blending the strengths of these approaches, businesses can unlock new growth opportunities and establish a strong digital presence.

1. Identify Your Target Keywords and Phrases

To optimise your website and improve its search engine visibility, it’s crucial to target the right keywords and phrases that align with your business and resonate with your target audience. If you’re struggling to come up with the keywords and phrases your business should be targeting, consider the following:

• My customers often ask me ______________________?

Think about the common questions or pain points your customers have. What are they looking to solve or achieve? These insights can help you identify relevant keywords and phrases that align with their needs.

• The USP of my product is its ______________________

What makes your product or service unique? What sets it apart from your competitors? Highlighting your unique selling proposition (USP) can guide you towards keywords and phrases that emphasise your distinctive features or benefits.

• People find my business when looking for ______________________

Reflect on the reasons why people discover your business. What are they searching for? Are there specific products, services, or solutions they associate with your brand? This can uncover valuable keywords and phrases that capture their intent.

Answer The Public is a great search listening tool, which can help you get started. It lets you see what people within your market are asking search engines and best of all, it has a free version for those just getting to grips with SEO.

2. Conduct Keyword Research

Once you’ve answered these questions, it’s time to conduct keyword research to expand your list of potential keywords and phrases. Use online tools like Google Keyword Planner and SEMrush to explore search volume, competition, and related keywords. This research will help you refine your keyword strategy and identify the most valuable terms to target.

3. Optimise Your Website Content

Now that you have a list of target keywords and phrases, it’s essential to optimise your website content accordingly. Incorporate these keywords naturally into your page titles, headings, meta descriptions, and throughout your website copy. Remember to prioritise user experience and provide high-quality, valuable content that aligns with the intent behind the keywords.

4. Create a Content Strategy

A robust content strategy can significantly enhance your SEO efforts. Develop a plan to consistently create and publish high-quality, relevant content that caters to both local and national audiences. Consider incorporating localised content that speaks to your specific location while also producing broader content that appeals to a wider audience.

5. Monitor, Analyse, and Adjust

SEO is an ongoing process, and it’s crucial to monitor the performance of your website, track keyword rankings, and analyse user behaviour. Utilise tools like Google Analytics and Google Search Console to gain insights into your website’s performance, identify areas for improvement, and make data-driven adjustments to your SEO strategy.

By incorporating these actionable takeaways and finding the right balance between local and national strategies, you can position your business for optimal online visibility, increased organic traffic, and long-term success.

Remember, SEO is not a one-size-fits-all approach, and it’s important to tailor your strategy to your specific business goals, industry, and target audience.

 

 

Where do you go from here?

With the starting points provided in this article, you have the necessary tools to begin improving your business’s digital visibility, whether that be to local shoppers or national investors.

While this article provides a concise overview of local and national SEO strategies, it’s important to note that SEO is a complex and ever-changing field. To ensure a tailored strategy that aligns with your specific business goals, it’s highly recommended to consult with SEO professionals like Tomango.

They can provide valuable insights, conduct in-depth keyword research, and offer expert guidance to help you navigate the competitive digital landscape; because as we’re sure is the same in your industry, sometimes there’s no replacement for experience.

If you’d like to have a chat with our digital marketing team today, head over to the contact page and we can discuss the new heights an SEO strategy can help you reach.

 

But if you’re not quite ready yet, here is one last top tip:

Staying proactive is paramount in the world of SEO. Algorithms and best practices continually evolve, requiring businesses to adapt and refine their strategies. Keep a close eye on industry trends, monitor your website’s performance, and be ready to make data-driven adjustments.

Further Reading:

• How to create a website landing page brief
• Our most astounding SEO success story
• 5 reasons to use a professional copywriter