So, as a professional marketeer or business owner, just how do you go about your marketing now that GDPR is finally here and in full swing?
Although GDPR has a huge impact for all businesses, from corporates to start ups, it's also a great opportunity for business owners, marketing professionals and decision makers to revaluate how their marketing efforts are really working for them.
Now is the time to implement some simple changes to drive your marketing forward and focus on areas you know will deliver best Return on Investment (ROI) - aligned with your goals and objectives.
Ensuring that marketing is really working for your business is one of the main takeaways from this major Data Protection shake up – let's look at this as an opportunity to be harnessed. Read this interesting piece from The Drum on why GDPR is the best thing to happen to marketers in 2018.
So, what practical steps can you take to lessen the impact on your business?
Improve your data capture mechanics
Ensuring your communication channels accurately capture and store all future data will no doubt be an important consideration for you as you look to build your marketing database with minimal fuss.
Inaction on behalf of a contact doesn’t constitute consent under GDPR, so your business may need to overhaul its data capture systems.
Given the restrictions around purchasing data, an area many businesses across the UK still utilise for lead generation, it's critical that you offer as many opportunities as possible for your customers (and of course potential customers) to sign up to receive your marketing communications.
Ensuring easy to use data capture forms are woven on multiple pages on your website, sharing these links via your social channels regularly and allowing people to sign up for your communications directly from email footers are some easy ways to get this underway.
Pay Per Click (PPC) activity can also help to drive the right types of traffic to your website, so ensure your digital set up is in good shape to funnel traffic to relevant, helpful content and bespoke landing pages.
Upskill your team and audit your suppliers
Is your internal team fully compliant or up to speed with what they need to do around GDPR? If not, take action. You need to put internal processes in place quickly to ensure your business isn't at risk.
We can help you assess your internal structure and indeed direct you to preferred suppliers for more formal training and CPD where required. The Chartered Institute of Marketing (CIM) is running a series of training days in June, August and October across the UK. Time to upskill your internal team? Find out more here.
As well as your staff, ensure you’ve accurately audited your supplier pool to ensure you’re fully compliant through the chain.
Attend our event
We're hosting an event for regional business owners and marketers on 13 July at the Northern Design Centre in Gateshead.
Our Digital Director, Adam Blenkinsop, will take you through the tricky area of marketing after GDPR, and how to take on this unique opportunity for your business. If you have any specific questions relating to your business or set up we’d be happy to talk these through with you.
Harness the power of PR and social media
Is your PR and social media driving results for your business? If not, it may be time to go back to the drawing board.
If your email marketing database has taken a hit post 25 May 2018, consider how these areas can help you to drive awareness of your organisation across your target market and build it back up.
Sharing engaging, helpful and informative content is key to attracting the customers you want to your website or to encourage prospects to find out more about your company or service. If you consider that 74% of people say they use Facebook for professional purposes, social media is not an area your business wants to ignore. (HubSpot, 2017)
Using the national, trade or regional media to boost the profile of your business with PR can often be a cost-effective way to market your business – without spending thousands on advertising.
Effective PR which is aligned to your desired objectives and key messages can help to funnel prospects to your communication channels quickly, and campaigns can promote your good news stories across target platforms regularly.
Remember, if you have any doubts about your marketing set up or strategy, how your data is stored or managed internally our team would be happy to help. Take hold of your marketing and consider how GDPR really could be the best thing for your business.
If you or one of your team would like to attend our free event on 13 July, please register your interest today.