Marketing Donut provides highly practical marketing advice, tools and resources to maximise marketing effectiveness for people running smaller businesses.
Launching into the worst UK recession for 60 years
Marketing Donut was developed to exactly meet the needs of its target market: busy managers of UK small businesses. They want:
- Fast, relevant, practical answers to marketing questions
- A credible range of trusted marketing experts contributing
- No annoying adverts popping up left, right and centre
- Excellent offers from reputable sponsors – saving £££
A huge amount of planning, development and investment went into the design and content for the site. And, from the outset, it was agreed that launch promotion, and indeed all marketing, would be delivered using content, the social web and online PR techniques. We opted out of an expensive above the line ads or traditional media PR.
Smart guerrilla marketing across multiple networks
With support from Mark Sinclair at Hubbub, I put together a plan to create an online buzz about the Donut. We targeted different communities with messages about the ideas behind the site, referring to the quality of advice offered and began to answer some of the questions it featured.
The Marketing Donut blog became the fulcrum for ideas and interaction with various interested stakeholders — a place for interested people to come together and chat before the site itself was live. A base of 30+ contributing bloggers meant we always had something new to say.
BHP colleagues grew independent networks — and ‘official’ Donut accounts — to spread the messages across selected business networks: Twitter, LinkedIn, Ecademy and Facebook.
We engaged in forums, were active across the blogosphere, and I spoke at small business events, raising the Donut profile and creating interest in a site that did not yet exist.
Strong growth in a competitive market
The site launched in April 2009 with a ready-made audience thanks to six months of social marketing groundwork. Two key audiences — SME managers and marketing professionals — were accessed and successfully developed in the places they preferred to hang out – the forums, business networking sites, on blogs and Twitter.
Now with strong traffic, social marketing continues to contribute significantly to the sites success — averaging 30% of all referral traffic.
Marketing Donut is published by BHP Information Solutions, the Bristol-based business advice publisher.
Please contact me if your business could benefit from expert marketing support using smart, measurable online tools.