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Move with change or get run over by it!

blog mobileAt the weekend I was discussing with our neighbors about the way we consume media and how the growth of on demand has created a whole ‘binge viewing’ culture and the change of viewing habits, such as  catch-up TV. I don’t know about you, but the majority of my TV viewing is now on-demand or through catch-up. There is no doubt the big screen in our living room’s is here to stay but the big question is, who will provide what we watch on it?

I am sure on a professional network such as Linkedin, a few will have succumbed to ‘binge’ viewing.  I’ve found a ‘binge’ viewing session can be quite therapeutic. I am sure I am not alone and there will be many who have had 3 hour marathon watching House of Cards, 24, Game of Thrones or Breaking Bad.

The question all media producers are trying to answer is how will we receive media for consumption in the future. Just look at the recent news of Amazon relaunching the famous BBC series, Top Gear. 10 years ago Amazon delivering media content would have been a bit of a joke given our habits where very different back then. Diversity of viewing now presents a real problem. How do you know which one is future proof?  I don’t believe anybody honestly knows how we will consume media in the future.

Just like all those big media companies, going through the process of change can be quite a painful experience. Being creatures of comfort we like things to stay the same, we like certainty. Change brings uncertainty and forces us to improve ourselves and adapt to a world which is constantly changing. Change brings pain.

What’s happening in TV is happening everyday. Today there will be numerous inventors and entrepreneurs working and thinking of ways to bring innovation to the way we live our lives. Think about it, 30 years ago, mobile phones where available to a select group, the internet was non-existent and in the UK you could watch 4 TV channels. For all those who were the wrong side of innovation, change was lethal.

Change is never easy, for the instigators or the recipients. Instigators have to battle against the status-quo and the recipients of change are forced to adapt which is not always convenient. It can be brutally uncomfortable, but what is certain, is that if you try to resist change, you tend to get run over by it. Those that do well, embrace change and adapt to the new world it creates.

Some of the casualties of change such as MySpace, Nokia, HD-DVD and Woolworth’s all had great USP’s but as times changed their offering didn’t seem to matter anymore. The same thing that killed those famous brands is a massive threat on the horizon for Apple, Google and Amazon.

The warning to us all is that, just like MySpace, if we are not keep up in our fields, we can quickly fall behind the changing environment in which we live and work.

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Why use a marketing consultant?

Many people are skeptical about the role of a consultant. Consultants can be expensive and if they are not delivering value they can waste a lot of time and money. There are however great benefits to having a consultant.

Before we get into the benefits, it’s always important to define the purpose for hiring a consultant. It is really easy once you’ve appointed your consultant to throw them more work or projects. Whilst every consultant values more work, ‘mission creep’ as I call it can dilute the effectiveness and muddy objectives and goals. It starts so easy with ‘can you just do this for us too’. I have been in a position where I have had mission creep and it isn’t a great place. Business owners at first feel happier knowing they can pass projects over and leave them with someone else. The problem comes when objectives and lines start to blur. From experience it is always better to have clearly defined projects and timescales.

When mission creep happens, it starts well but six months down the line when goals have slipped, it is easy to forget the additional work that has been added and blame the consultant. Always keep clear goals and objectives, it will get you the best results and avoid confusion.

So here are some of the main benefits for hiring a consultant…

1) Clear thinking.

It is really easy to develop ‘group think’ or ‘industry think’ as company. A consultant can bring a different perspective not hindered by the day-to-day running of your business. The clarity a consultant can bring also is removed from internal politics. Politics happen in every organisation and they are a power and self preservation mechanism. Clarity of thought from a consultant can help you see your options and next steps without the lens of politics or day-to-day management challenges.

2) Experience

The primary reason for bringing a consultant on board is so that you can gain access to expertise which you do not have internally. In marketing trends, methods and processes change. As a consultant, you have to be ahead of the game and be on top of the latest developments in technology so that you can share those developments with clients.

Many consultants focus on specific areas, so engaging their field of expertise is a low cost option compared to hiring a permanent staff member for that work. In some companies they do not have a big marketing team, perhaps just a marketing coordinator. In these circumstances companies can gain high-level experience as and when they need it.

3) Focus

In many organisations it can be easy to get distracted. The amount of times I have heard business owners say “we really need to work on our marketing”. Marketing is a top priority for winning customers, but it is really easy to get consumed in the day-to-day that you never get around to actually ‘doing’ the marketing.

A consultant or marketing company can help take responsibility for delivery. Having a consultant on board can help keep the focus on delivering the work or project. When your business is stretched for resource a consultant can keep things moving forward.

4) Defining Customers

A good marketing consultant can help you define your customer. Understanding your customer, their buying patterns and importantly their persona. This is another vital element of your marketing strategy which can help you win more business and customers. Poorly defined customer profiles can lead to wasting time and money using the wrong tools, to the wrong people at the wrong time. Defining your customer can help you deploy the right tools to the right people at the right time.

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Legal Marketing. 3,500 leads in 30 days

Every business owner wants to know how to increase their ROI whilst keeping their front end costs to an absolute minimum. Every business owner is also looking for high quality work sources that are fully compliant with regulatory bodies, whilst at the same time spread the word about their services and represent them to the highest possible standards. It seems like a dream scenario, and, in an over-saturated, highly competitive legal environment, identifying the correct people to acquire leads can be a very difficult decision to make.

This is where I would like to introduce iMARVEL! to you. Last month alone we generated in excess of 3,500 new clients for our legal customers; how did we do that? Over the past five years we have worked on very clever marketing techniques through social media which has now identified us as potentially a market leader in this field within the legal market place. We never use recycled data, text message or even speak with your prospective clients, we simply tell them about what you do and they make a LIVE enquiry. The people that we introduce to you are genuine clients looking for legal services. Whether that be with enquiries for clinical negligence claims, personal injury, payday loan refund enquiries, holiday claims including food poisoning or flight delay compensation. 

We generate leads and enquiries in many areas and in high volumes, some areas that you may have thought were not possible to access such as the highly competitive RTA market place which is both over-saturated and in light of recent concerning announcements from the Chancellor Mr Osborne, by April could become a thing of the past or certainly lose it’s prominence in the market place. At present many Solicitors and barristers are looking for alternative work sources, this is where we can help.

We are able to begin providing you leads within 24 hours of your instruction, most of which are proven to run on a 70-75% conversion rate from lead to converted client. This includes non-regulated areas such as flight delay compensation where we can easily produce over 1000 leads per week, to payday loan refund enquiries, wills, and personal injury matters. In terms of cost, our fees are based on marketing campaigns that run over a period of time, introducing to your practice a steady stream of pre-qualified enquiries; We never charge per lead, only per campaign but from our experience we can provide you with a strong indication of response depending on which campaign you wish to trial.

We would like to be able to work with you to firstly demonstrate the highly effective approaches we utilise but also to generate you leads, enquiries and ultimately new cases.

Please complete the form below and one of our senior team will contact you by return to discuss how we may be able to assist and provide details on marketing campaigns processes and volumes. If you wish to proceed with an initial marketing campaign we will be able to launch within 24 hours of your instruction following your approval of all content and copy to be utilised.

We look forwards to speaking with you in more detail and helping you to increase your case volume in areas of your choice.

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How we generated 250 leads in 20 days

Everyone wants more customers. We recently took a call from a client who asked us “can you send us less leads”. It was a really interesting experience as we had never had that before. We had been this particular campaign for a client in the legal industry who  needed us to slow down the campaign so they could catch up.

In this project, we had a lead conversation (lead to client) of 75% which is an incredible result. Most would hope for 20%. Suffice to say our client was very pleased.  But how did we generate 250 leads in 20 days?

We definined the outcome

It is really easy to overload a campaign. Too many options, too many distractions. In any campaign there must be a defined and clear outcome. You can have secondary objectives, but they are just that, secondary! Campaigns which are too complicated dilute the results.

Often campaigns start simple and complexity is added by changing design, beefing up copy and over thinking. In our recent campaign the outcome was leads which would convert into a client. Brand awareness and website traffic were secondary. Sure, getting high traffic to the website is a great goal and will pay off in the long term, our remit was ‘leads which convert’ which resulted marketing to a smaller crowd who are ready to commit to becoming a client.

In this campaign we had a really clear objective, find people who are interested in our clients service and create an engaging reason for them to register their interest.

We took time to understand the clients offer

Without knowing our clients business it is impossible to create and manage a campaign which will generate high quality leads. The iMARVEL! team worked hard to understand the clients offer and the type of client they are looking for.

Understanding our clients process and offering in the market allowed us to find the best audience for them. In any campaign there is always a percentage of ‘dud’ enquiries, people who are not really interested or misunderstood the offering. We spent a lot of time working with the client to understand their offer and their ideal customer.

We researched and found the best touch point.

It’s so easy to fall in love with a method of platform or process. In any campaign the touch point should always be centred around the best place for the prospective client. As the Internet has matured it too has become saturated and overcrowded.  In many cases the best campaign is one which connects with people who have a need but is not necessarily on the top of their agenda. This usually means they haven’t shopped around and you are the first person to make contact. Being the first person to reach them has a competitive advantage as in many cases you can offer something which a good percentage of enquirers will go straight to purchase.

Touch points / connection points are really important as without understanding of the people you want to reach you can waste time building metaphorical shop front on a street your prospective customers don’t visit.

We integrated the campaign into their business process.

Every campaign needs a process. In our case, we had to create a touch point which engaged and took the prospective client on a journey which eventually led to a registration of interest. Once the interest was registered our client made contact and converted the lead. A seamless process in any marketing campaign is essential with prompt follow up. Weak follow up will result in leads losing interest and will drive down conversions.

We tested and tweaked through the life of the campaign.

Whenever we start a campaign the first few days we test and monitor thoroughly. In the campaign we just completed we had 7 or 8 different variations on the campaign some of which performed well and others not so well. The important part was testing and adjusting to achieve the best possible return for the client.

The big thing everyone needs to remember is marketing campaigns need lots of attention, trends, behaviours and attitudes change fast. Our client’s campaign was under frequent testing and tweaking through the whole 20 day period to ensure we maximised their performance and budget.

Would you like us to help you with a campaign? Complete the form below and a member of the team will drop you a line.

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