In the ever-changing world of online marketing, it can be hard for businesses to know how they should be expanding their customer base and overall presence online.

What if something we do today becomes outlawed by Google tomorrow? What if we create a strategy which doesn’t lead to the results we were hoping for?

Over the years we’ve been marketing ourselves in the online space, one thing has become clear. Never underestimate the value of a happy customer. The internet and, more recently, social media, makes their voice louder than ever before.
What’s more, as Google’s algorithm becomes smarter, and consumers become more web-savvy, there’s nothing more important than providing real value – often beyond the realms of your business – to your consumer.
Making your consumer the centre of your online marketing campaigns can be beneficial in a number of ways, here are three of them.

1. Your consumer has a network which will support your cause

With our annual Future Legal Mind campaign, we offer law students the chance to gain a work placement at a prestigious law firm, plus £5,000 towards their studies. As a personal injury helpline, we provide a link to legal services for our consumers, so this campaign fits with our aim to provide people with high quality legal representation.

What we’ve also discovered is that careers services and universities will rally around their students, to publicise the competition to them as well as to support their students when they’re shortlisted. While our services are not the main subject of their blog posts, news articles and social shares, we usually get a mention and a link, and this all helps to improve our online presence.

2. The media will get behind you when you’re fighting for something worthwhile

For our Accidental Carers campaign, which is connected to our British Caregiver Award, we’re championing the plight of the unpaid British carer. When our survey showed that 42% of unpaid carers never have a holiday away from their caring duties, we decided to set up an award in partnership with UK charity Revitalise (a provider of respite holidays for the disabled people and carers) to reward an unpaid carer who we thought deserved a break.

What we’ve found here is that, as well as being able to help some of the most hard-worked people in the country, the national press have supported us, including the Independent and the Huffington Post, publishing articles which put forward the cause and expose the difficulties experienced by carers.

3. Leaders and influencers will notice your good work and want to help

Our Creating Waves campaign seeks to find the best and brightest radio advertising hopefuls across the country. When the 2015 competition came to a close, we were thrilled that the Radio Centre decided to run an article featuring a Q&A with the winner. This article led to interest in the competition from Simon Forster, Creative Director at Global, and an industry influencer.

The connection with Global has been great for the winner and finalists, who have been contacted to meet with the Simon, with the potential for them to move forward in their careers as a result. We’re also expecting great results for Creating Waves 2016, with Global as our official partner.

 

By Beth Powell, Marketing Director, National Accident Helpline

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