Best practice

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Course content

March 04, 2018
Average: 5 (11 votes)
In this course you’ll learn some important tips to monitor and gauge the success of your marketing campaign. We'll also give you some tips to help use marketing to achieve your organisational success. It’s critical to know when marketing is effective and where it needs improvement, or a change in approach.

There’s a lot to consider, so we start by examining your marketing activities and understanding best practice in the marketing field. We want to get to know your clients, customers, volunteers – whoever your strategy is for – before you start marketing. We then move on to benchmarking, setting objectives, metrics, building a successful marketing team and determining what successful marketing actually looks like.
Hi and welcome to Lumin. So your marketing strategy is in place and things are moving – but how do you know if it’s going well? What does successful marketing look like?

I’m Jennifer Newport, Sector Specialist at Think HQ. I have a passion for working with organisations with a social purpose. Specifically, I have extensive marketing experience in the not for profit, education and health sectors. In this course I’ll take you through some important aspects of monitoring and gauging the success of your marketing.

As well as give you tips to help you use marketing to achieve business success. It’s critical to know where it’s effective and where it needs improvement, or a change in approach. Let’s start with what constitutes marketing best practice.

There’s a lot to consider here so let’s think about which boxes your organisation already ticks. Okay, best practice is when you: Get to know your clients, customers, and volunteers before you start marketing. You can use surveys and web analytics to understand more about them, where they are, and what they want.

Next, allocate your budget – and stick to it. If you’re not across how much marketing costs – lets look at how other organisations budget. In the corporate sector seventy-five per cent of companies spend at least three per cent of revenue on marketing. However it is worth noticing that marketing doesn’t have to expensive to be effective, in fact some of the best strategies are creative because of a lack of funding.

So, get creative – use question and answers, volunteer videos, community testimonials and case studies to spice up your blog – and review comments and data to see what works with your audience. Professional photos make your content really stand out. Invest in stock photos or build a bank of images – you can buy photos from a stock photo site, such as PhotoSpin – and it’s well worth it!

Or, hire a photographer to help take images or staff, volunteers and clients. But, do make sure you get the clients permission if you choose that option. Leverage all possibilities for one piece of content – videos, ebooks, podcasts, whitepapers, infographics and so on. For cost effectiveness use the COPE approach – that is “Create Once, Publish Everywhere”. Use a content calendar – it helps you see the big picture, plan ahead and stay on track.

Look at your client data – be sure to keep it up-to-date, you might notice some clients come from one region, or you need to recruit more volunteers in another. But you can’t know that unless you analyse the data that you collect.

Upgrade your marketing tools – stop using what doesn’t work and leverage modern technology to convert visitors to customers. It’s worth noting there are many free online tools to help you do this.

And finally, have sales and frontline staff and volunteers talk to marketing team about how these areas can work together to optimise marketing effort. Often this is an effective and economical way to achieve your goals. Next lesson we’ll look at benchmarking.

About the instructor

Jennifer Newport

Jennifer has extensive marketing and brand experience, working with disability organisations to become NDIS ready. With roles in marketing and communication, Jennifer commenced her career in marketing roles for global brands including International Computers Limited (ICL) and BP Exploration in London. She’s also been involved in the rebranding of some of Melbourne’s most iconic institutions – including VECCI and RMIT University – and was selected to present ‘The RMIT Brand Story’ at the American Marketing Association’s Symposium for Higher Education in Boston.