Marketing Services

Why is Marketing Important?

Most products and services do not just sell. They must be promoted and marketed. Marketing is all about pushing products and services into people’s spaces through platforms that audiences or customers frequent. Marketing helps businesses to achieve greater visibility, exposure, and improved awareness. The more eyes see your products, the more sales can be generated.

Our Offerings

We have the experience to help your business with all

marketing issues, irrespective of the industry.

Identifying marketing bottlenecks
Identifying marketing gaps and opportunities
Empowering clients with marketing skills
Leveraging different marketing techniques

Strategy development
Advertising
Content marketing
Digital marketing, including Search Engine Optimisation (SEO)
Promotions
Activations
Brand management
Designs

Advantages of Good Marketing

Attract New Customers

Through effective marketing, a business can attract or gain new customers. Effective marketing targets the correct audiences or customers with the right products priced correctly or accordingly.

Improves Brand Awareness

Effective marketing can assist businesses with raising their brand profile. When brands are first established, they are yet to be known. It takes marketing and promotion through various platforms to push them into the public eye.

Increases Market Share

Often people gravitate towards well-known brands – thereby increasing their market share. It is less likely to be bought if your brand is not known. Marketing assists brands in developing customer trust. This is because, over a period, the product attributes would have been communicated to customers.

Customer Retention

Effective marketing assists businesses in retaining their customers because it continuously reassures customers that they are making the right choice by purchasing the brand. Marketing efforts assist in reinforcing the product benefits to clients and thus helps retain them.

Top Marketing Companies

Top marketing companies have several attributes that ensure they remain at the top. Amongst others they have the following attributes:

Have a Marketing Strategy

Top marketing companies have professional marketing strategies which guide them on what they market, how they market and to whom they market.

This is essential because all their marketing is intentional and aims to fulfil a specific objective. In other words, their marketing is measurable.

A business without a marketing strategy is like walking in the dark. You’re not sure if you will arrive at your destination!

Use Multiple

Marketing Channels

Remember that your target audience is different. Audiences differ in age, education, interests, location, etc. Therefore, they use different channels.

Your marketing strategy needs to accommodate all the other channels such as traditional such as face-to-face, radio, television, newspapers, and magazines. But they also must accommodate younger people who prefer social media and other digital platforms.

Understand Audiences

Top communication companies understand their audience. This is essential because it ensures that the services and products will be marketed to the correct audience who are bound to buy. Where there is no audience understanding, marketing efforts are wasted.

These top marketing companies also provide their audiences with platforms to constantly give them feedback, which they use meaningfully to improve their services, products, and brand. Their cmarketing is relevant.

Stay Ahead of Competitors

In marketing, being aware of and understanding competition is essential. This enables the business to stay ahead of its competition by developing products that the competition has yet to think of.

Also, looking at other competitive advantages such as price, distribution, and quality.

Have Access to

Expert Resources

Good marketing companies surround themselves with skilled people or resources. These skills ensure that they succeed and stay at the top.

Where internal resources are insufficient, top marketing companies augment internal resources with external expert resources from marketing agencies.

Deliver on Brand Promise

Business success is producing quality products, services, and excellent customer experience. Ensure that you deliver what the brand promises. If it’s speed, then have that. If it is good taste, then deliver that. If it’s a great experience, then deliver that. Whatever your brand or business promises, delivering on it gains your customer trust, customer ambassadors and more sales.

Invest in Insights

Top marketing companies invest in insights or research as stakeholder feedback enables them to keep improving their services and products. Their actions are deliberate as they are not based on guesswork.

They invest in deep-dive research as well as top-line research. They use the findings to re-invent and improve their business strategies throughout the year. They are good listeners.

Use Simple Language

Top marketing companies use simple language and don’t seek to bamboozle their audiences. They are aware that their industry jargon should remain internal.

They use the skills and resources available to them to ensure their marketing messages are on point and understood by their target audiences.

Have Consistent Message

Top marketing companies understand messaging and its importance. Use marketing to plant and embed specific messages into customers’ minds. For example, brand colours, tag lines and brand promises. They make it a point to repeat the brand colours and message across multiple platforms to ensure audience understanding.

They are deliberate in their message. They are not confused, and nor do they flip-flop. They have specific teams who handle the marketing to ensure that their desired message is kept the same, resulting in brand confusion.

Types of Marketing

Digital Marketing

Digital marketing or online marketing is the promotion of services and products via the internet and other forms of digital communication, including email, social media, and web platforms.

When done successfully, digital marketing can assist your business in becoming visible to online consumers.

It can also help your business stay ahead of the curve by giving you access to online consumer insights and behaviour so that a company can adapt and plan accordingly. In addition, digital marketing can provide businesses with profitable leads, helping them to grow.

According to Forbes, five crucial digital marketing elements to consider when developing a digital marketing campaign are mobile, organic search, social media marketing, content marketing and lead generation.

Content Marketing

Content is an essential aspect of a digital marketing strategy. Just like the name, it refers to an organisation’s content and how it can be utilised to effectively narrate an organisation’s story and market its products and services.

This means the digital strategy should include a good content strategy that outlines what business stories will be told, how the content will be mined and how it will be packed for maximum impact.

The success of content marketing depends on quality content. The content must aim to tell the story of the business as comprehensively as possible over time. It must seek to educate consumers about the products and services and philanthropical initiatives of the company, position the business favourably in their minds, and persuade them to spend their hard-earned money.

A good content strategy ensures a steady flow of stories in the organisation and that the communication is smooth and smooth. This means developing content and editorial calendars and using skilled resources to develop the content. These resources include writers, editors, and graphic designers.

A good content strategy will ensure that the content is packaged in ways that are befitting for specific platforms. For example, mobile, social media, websites, emails, etc. It will also take into consideration that each of the digital marketing mediums is different, and this impacts the design specifications.

A good content strategy ensures an understanding of the targeted audience and, in turn, enables proper packaging of messages to suit each audience. This way, a business can utilise content marketing to build relationships with various audiences and ultimately generate revenue. It is essential to understand your audience at a deeper level, not at a superficial level. For instance:

Their location
Their age

Their interests
Their purchasing habits
Their income

Social Media Marketing

Social media marketing is also an excellent way for a business to build and increase its brand presence on the internet. Social media platforms include Facebook, Twitter, Instagram, WhatsApp, YouTube, Snapchat, Reddit, Pinterest and TikTok.

Each medium has nuances; therefore, it is essential to understand each one. Most important, content creation is necessary to ensure consistent communication that enables consumer engagement and high-quality traffic.

Direct Mail Marketing

This type of marketing involves gathering a customer database and using it to send customers promotional and other kinds of information about your business. Typically, the company would schedule when the direct mailers should go out. They are also typically emailed.

Tele Marketing

Telemarking is a type of marketing that utilises call centre agents who call potential customers to sell products or products. These products range from banking products to insurance and even mobile products.

Word-of-mouth marketing

Word-of-mouth marketing is marketing that an organisation does not have to incur a cost for. Its clients recommend the company’s products and/or services based on their experience. In this case, clients who have become brand ambassadors recommend the company or brand to their next of kin and friends.

Outdoor marketing

This type of marketing uses static digital billboards placed on the streets, within shopping malls, bus stops, buses, taxis and other mobile transport, arenas, and other spaces with large traffic volumes.

Traditional Marketing

Traditional marketing refers to promoting goods and services in print publications such as newspapers and magazines. It also encompasses television advertising.

Endorsement marketing

Endorsement marketing is where well-known people or celebrities are used to promote products or services. This is also called brand endorsement or, lately, influencer marketing. These celebrities leverage the power of their followers and popularity to benefit the brands they endorse.

Customer Relationship Management (CRM)

This type of marketing utilises, among others, artificial intelligence to track customer behaviour online, build relations with potential customers, engage with customers, and convert customers.

Guerrilla Marketing

Guerrilla marketing is promoting products and brands in spaces with large gatherings without the permission of organisers. It may take the form of activation, flash mobs, public stunts or other tactics that will draw attention to the brand being marketed.

Street Marketing

Marketing that involves the marketing of a product on the street where there is typically significant traffic of people—for example, robots, squares and even roadsides.

Advantages of Good Marketing

Marketing has several advantages, including the following:

Attracting New Customers

Through effective marketing, a business can attract or gain new customers. Effective marketing targets the correct audiences or customers with the right products priced correctly or accordingly.

Improving brand awareness

Increased Market Share

Customer Retention

Marketing skills are essential in any business because all businesses are selling something. Marketing skills in persuading, copywriting, copy packaging, graphic designing, advertising, and audience segmentation are required. Other skills required include channel management, such as social media channel management.

Bringing marketing skills into the organisation

Good marketing skills are essential for businesses and their success. Other people have good marketing skills, and others do not. In this instance, they must learn marketing skills through training and other interventions.

The marketing skills training addresses and improves, amongst others – design abilities, copywriting abilities, media understanding abilities, channel distribution abilities, audience understanding and segmentation, the various marketing techniques and other abilities needed to succeed.

Marketing agencies such as Venabi Communications can also bring these skills into the organisation. The advantage of using an external agency is access to more expert skills when required, and reduced labour costs because, as a contracted service, the organisation is not burdened with other hiring costs such as pension funds and staff benefits

Why are Marketing Skills Important?

How to Develop a Perfect
Marketing Strategy

Developing a perfect marketing strategy requires preparation and specific

critical inputs to ensure it is perfect. The essential inputs are the following:

1. Background Information

You need the background information of the business or project you are developing for the marketing strategy. This assists with ensuring that the strategy is relevant. You need to understand the business operations, where it is going, its short and long-term goals, its operating environment, challenges, competitors, and other factors.

2. Objectives

The marketing strategy must have objectives or goals. These serve as a guide to what you are hoping to achieve through the strategy. The objectives or goals must be few and measurable, and realistic. Setting unrealistic objectives is going to set you up for failure. Examples of objectives include:

To improve brand awareness
To improve sales
To change stakeholder perceptions
To influence behaviour, etc.

4. Environmental Analysis

This involves understanding the environment in which the business operates. The socio-economic factors, laws, regulatory authorities, competitors and how all these facts impact the business.

5. Target Audience

Marketing involves spending money. Identifying stakeholders in the communication strategy will ensure that the funds are well-spent on the right people. It is best also to understand where the target audience is located, their preferred communication channels, their language preference, etc.

6. The story to be told

Define the story that will be told through the marketing strategy and confirm it with the business. This is important in ensuring that funds and effort are not wasted on the wrong message.

3. Outcomes

Strategy outcomes relate to what you wish to achieve after implementing the communication strategy. Examples of the outcomes can be:

Financial growth
Support for an organisation
Improved brand awareness

How to Organise a
Marketing Department

Organising a Marketing Department for success starts with having the right structure.

Remember, structure follows a marketing strategy.

Marketing Generalist - This function is responsible for planning and overseeing various marketing activities, including—email marketing campaigns, planning, content, activations, social media and agency management. This function leads cross-functional teams and supports other functions.

Content Marketing - This function is responsible for creating and packaging content used for marketing the business across multiple platforms – including social media, traditional media, outdoor media, digital platforms, publications, and many other platforms.

Brand Management - This function is responsible for managing and overseeing all aspects of a brand, from defining colours, logos, and their usage across all platforms. It also involves working on the brand’s visual communication, messaging, tone, and collateral. This is referred to as brand communication.

Digital Marketing - This function is responsible for managing the digital platforms used for marketing an organisation – including websites and search engine optimisation (SEO), mobile apps, social media, CRM, and other online platforms. This function also gathers data and uses the data to develop digital marketing strategies.

Market Research - This function provides insights or research on positioning products to customers. This includes pricing, product types, the target market and other socio-economic factors that may positively or negatively impact the product or service. This function also ensures pre and post-campaign research data is gathered and fed back into the organisation.

Marketing Tips

Have a marketing strategy

Top marketing companies have professional marketing strategies which guide them on what they market, how they market and to whom they market. This is essential because all their marketing is intentional and aims to fulfil a specific objective. In other words, their marketing is measurable. A business without a marketing strategy is like walking in the dark. You’re not sure if you will arrive at your destination!

Use multiple marketing channels.

Remember that your target audience is different. Audiences differ in age, education, interests, location, etc. Therefore, they use different channels. Your marketing strategy needs to accommodate all the other channels, such as traditional such as face-to-face, radio, television, newspapers, and magazines. But they also must accommodate younger people who prefer social media and other digital platforms.

Understand your audience

Audience understanding is essential because it ensures that the services and products will be marketed to the correct audience who are bound to buy. Where there is no audience understanding, marketing efforts are wasted.

Understand your competitors

In marketing, being aware of and understanding competition is essential. This enables the business to stay ahead of its competition by developing products that the competition has yet to think of. Also, looking at other competitive advantages such as price, distribution, and quality.

Surround yourself with marketing expertise

Success comes with having skilled people or resources. These skills ensure that your business stays at the top. Augment internal resources with external expert resources from marketing agencies such as Venabi Communications.

Deliver on your brand promise

Help your community

Helping the community within which your business operates is a great marketing strategy. It buys you goodwill which in turn makes a positive impact on your bottom line. The needs of communities differ. Therefore, it is essential to understand their needs and assist them. Social responsibility is not about you but about the people you are helping.

Digital Marketing Tips

The term "digital marketing" refers to all forms of online promotion for businesses. This includes search engine optimisation (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, etc., which are used to attract customers to a business' website.

1. Mobile Optimisation

A digital marketing campaign needs to be correctly optimised for mobile phones. Globally, mobile phones are one of the most important tools used to communicate and access information - even in remote areas.

Therefore, it goes without saying that digital marketing campaigns must be optimised for mobile phones.

2. Effective Website Search

An effective digital content strategy drives relevant and high-quality traffic to a business website. Covid-19 pushed the importance of having websites even higher. During lockdowns, when people’s movements were restricted, and they could not visit physical stores, websites, and other digital marketing platforms became very important for purchasing and keeping up with what businesses were doing.

Online consumers source information through various methods, the most prominent being search engine results. The first part of getting your website in front of potential customers and clients is correctly optimising it. This is where Search Engine Optimisation (SEO) comes in.

Optimising your website correctly will help search engines identify what your site is all about and how it relates to what the consumer is looking for. It will increase your website’s visibility within the search engines and help drive more traffic to your website, increasing your potential for various positive opportunities.

3. Website Content

Creating new and impactful content for your website creates business authority. It is the first place people go when looking up your business and offerings. For this reason, your website must represent your business well.

The content must be relevant to your business and your target audience. If you already have customers, you must speak to them while embracing and speaking to your potential customers.

Content packaging is critical in driving your website’s digital marketing strategy. In this regard, there are various ways of packaging your content. Images, designed templates, infographics, multimedia, and other exciting formats encourage visitors to linger on your website.

4. Content Updates

For many small business owners, the last time they interface with their content is when the website is developed, and then the site goes on autopilot. If digital marketing works for you, this will have to change.

The content must be updated on an ongoing basis. This includes updating company information that is no longer relevant. It also includes uploading marketing campaigns, press statements and other relevant and current information on your website.

5. Keywords

When collating the content, you must consider your keywords and the unique selling points of your business. This will help you to rise above the clutter and be found on the internet.

It would help if you considered your website keywords before or as it is being developed. These keywords are essential in digital marketing as they help your site become searchable. However, be warned that the process of developing keywords is not once-off. It continues for as long as you have the website as people keep changing their search patterns on the internet.

6. Linking of Social Media Accounts

Linking your social media accounts to your website as part of the digital marketing strategy will also assist in increasing the traffic to the website and, in turn, improve its searchability. However, this depends on how active your social media accounts are.