Finding the path to sustained growth with strategic Marketing

You probably remember that scene from your favorite soap opera when a chic actress flaunts her label or that quick mention of the new car wash in town from a skit. Newsmedia don’t ask people to buy your service but they can announce that you have secured a new partnership to better your services. People do not like Ads, but they like to know about products or services enough to be able to make informed judgments. Preferably they like to think the knowledge comes to them without being led by the nose. The idea of bringing your business to social reckoning should not be limited to advertisements but strategic Public Relations. How your product makes them feel, how your services help them save time- you can tell them without telling them.

PR is a more effective choice than Advertisement if you want to build long-term brand reputation, credibility, and trust but PR won’t sell that stacked inventory in the warehouse so fast. Also, there is only a little you can say with a media you are not paying to make direct pronouncements. Whatever message is still subject to individual interpretation of your audience which is in any case, wide. To reach a wide audience, achieve credibility and still sell your stuff fast, you can complement Ad with PR. This has and can be done.

Motivated by the sheer elegance of his style, Farooq Oreagba, 59, businessman form Ijebu Ode captured the attention of the entire country when pictures of him taken during the 2024 Ojude Oba festival went viral. Airtel Nigeria harnessed this to make a successful campaign of their 5G Home Broadband Smartbox. The campaign led to an extraordinary result, with three months’ worth of inventory for Airtel’s products sold in under 30 days.

The sky they say is big enough yet there are paths the airbus must fly. There are countless methods by which each company can communicate the values they offer; products or services to the public, but only certain methods yield the biggest results per time. What your Marketing Agent does is to find that path and to deploy methods to achieve the best results. Each segment of marketing often complements the other that is why some of them apply multiple tools.

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Integrated Strategy

An integrated strategy may encompass the following;

• Internet Marketing
• Content Development
• Video Advertising
• Press/ Public Relations

Internet Marketing

Only 9% believe their internet marketing is working. This may be due largely to expectation management, hence, wrong approach to this all important marketing aspect which many companies nevertheless intuitively believe to be important. First, a good marketing agent understand people behave in certain ways on the internet when their intention is to buy. They understand also that social media, though not primarily for online purchase, is also an effective tool in brand awareness, and when strategies are integrated with other media, impressive lead can be generated.

Content Development

According to HubSpot (2017), 61% of marketers count on SEO improvement for the growth of their brand’s organic presence, and 72%, according to Ascend2 (2015) agree relevant content creation was the most effective SEO tactic. Many statistics show brands have come to accept the authenticity of this model of marketing. What is worrisome is that only a fraction thinks their content development strategies has been effective. Marketing agents bother themselves over this, and employ tailor made strategies in not only providing quality contents using good, writers, but also focusing on the conversion rate of these efforts. Well orchestrated, quality content development can multiply site traffic by more than seven points, encourage brand recall, and has been shown to yield six times more conversion rates than for non-adopters.

Video Advertising

Any youthful agency that is conversant with the dynamic popular culture knows too well how to harmonize the pulse of the times with your brand’s message. While it is a well known fact that Video marketing is king among other media, viewers’ attention span for these videos is typically short. It is the call of your agent therefore, to bring home your message while they entertain and educate in the shortest moment they expect to have viewer’s attention.

Public Relations

Having a third party handle press relations is the way to go in the modern era of brand-public relations. The focus of your marketing agency will be to learn the mood and the ever dynamic yearning of the public and to relate to it in the most effective ways. This more traditional medium will serve to complement other media in creating an excellently pronounced brand effect. We plot our strategies carefully, and in a near scientific fashion.

Offer by:

Ayodele Arowosegbe
Profession: Journalists