Annie noticed public relations and other traditional print related industries are changing and decided to move into digital content marketing. Companies sometimes reluctantly grasp the digital nettle and Annie wanted to help them convey capabilities underpinning their services through blogging, writing case studies or voicing social media. Smokin Donut believe that staff need to feel comfortable with producing house brand journalism.
So, Smokin Donut gives a comprehensive life support package for digital communications to back up classical PR. And that is a natural progression to build a consultancy based approach that teaches CEO’s lead generation using content strategy and convince Finance Departments that content really is king. Annie uses qualified people with corporate backgrounds and MBA qualifications to support her in strategizing a plan for growing markets through digital frameworks.
Interestingly, the corporate strategy of Smokin Donut is strongly based around the value discipline of customer intimacy – and it’s aligned with the industry best practises associated with this. Annie and her team identify, analyse and follow hero organizations to maintain standards alongside client targets. The aim of Smokin Donut was clear from the start - to eventually hold the same strategic importance to a client organization as the latter’s own marketing department would if they had one.
As well as being customer intimate, it is also the company’s intention to develop a portfolio of best in class services broadly grouped into the following categories:
· Marketing Strategy Development
· Brand Development/
· Digital Marketing Development/
· Campaign Development/
The company’s skill set combines a deep understanding of marketing theory gained through study and direct experience with practical skills in developing creative implementation strategies based again upon experience within a number of industries both traditional and digital. Where circumstances demand – i.e. when the skills possessed are not appropriate to cover the need or when resources are otherwise deployed – they outsource work to outside agencies that they know and respect. In such cases, Smokin Donut manage the project.
A sample of this attention to detail on every single product Smokin Donut offer is outlined on the website:
A typical Smokin Donuts customer is thus any company with between 10 and 75 staff with revenues between £1m and £10m.
All Smokin Donut clients receive The Marketing Strategy Audit – fundamentally so that the whole team rapidly gains a complete understanding of the client and their corporate strategy plus their marketing strategy and how that relates to their customers and competition. However, it is also a truly great process of understanding for the Smokin Donut client.
The Marketing Strategy Audit touches all aspects of the client’s business and is intended to generate high volumes of insight. Most Smokin Donut clients have achieved their current success because their founders and/or their senior management have a great intuitive understanding of their market and their customers. However, growth generated solely through intuitive market understanding often experiences a terminal slow down and we find the next level of growth tends only to be accessible to those that take a rigorous and analytical approach to Marketing – and that’s exactly what the Marketing Strategy Audit provides.
Please note that a critical part of the process is to understand customers – what they value, how they behave, what the decision making unit is, what the buying process is etc. Whilst it is often possible to intuit customer behaviours and values, it is often best to actually ask the customer about their life. Therefore, it may be necessary, as part of a Marketing Strategy Audit, to gather more data through surveys, focus groups etc using either the client’s own or purchased contact data. That data may then need further processing and/or analysis to yield information and insight. In such cases, Smokin Donut will perform all activities associated with data gathering and analysis at extra cost to the client.
There’s much more to digital marketing than having a website – what you need is a full digital presence encompassing an online website visitor journey structured as a powerful communications funnel, a meaningful and vibrant social media presence, search engine optimization and marketing, online advertising, content marketing, video on YouTube, animations, info-graphics, contributions to useful resource sites such as forums and much much more – the list is truly intimidating.
There is a huge array of agency organizations that will provide the implementation elements of a marketing campaign or strategy: comms agencies, website development specialists, social media experts, brand development agencies, digital marketing, PPC/SEO, Graphic Designers, PR agencies etc etc.
Although it has direct expertise in many of these areas and strong relationships with many players operating within them, Smokin Donut is not in business to compete with any of these agencies. Our fundamental proposition is: Your Virtual Marketing Department. The value being offered is around expertise in understanding a market, using that understanding to develop a clear and distinct positioning, focused through a brand to deliver the complete marketing and promotional mix plus growth strategy.
The Smokin Donut Digital Presence package gives clients much more than just a website – it gives them everything they need to be a true online business making true online revenues.
To see if you qualify for a free Digital Marketing Strategy Audit (worth £2,000) or visit the website www.smokin-donut.com