“The first thing to know about marketing is that its purpose is to get people interested and keep them engaged in your service – it is not selling,” says Alex Bugg, head of content and digital marketing strategist at Web Marketing Clinic.
But how do you get people interested? And how do you reach the right people? Alongside Bugg, we chat to Fiona Comport, UK marketing and international communications manager at Cynosure, and Katie Gray, who manages the marketing strategies for the Aesthetics journal, ACE, CCR and the new consumer magazine Beyond Beauty, to get their advice on running a successful campaign.
The first thing to do is set clear objectives and key performance indicators (KPIs) so you can track how successful your marketing efforts have been.
Comport says you should ask yourself, “What’s the desired outcome of your marketing? How am I going to measure its success?” She explains, “Sometimes the goal will be education or awareness…
