Tag : David Lomas

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29Nov
PR strategyCould Strategic PR Bring You Bragging Rights?

Could Strategic PR Bring You Bragging Rights?

How much is the traditional view of British reticence true when it comes to businesses and entrepreneurs?

For SMEs, PR can be an essential tool in how they market themselves, but not everyone is comfortable with the idea of singing their own praises.

Also, this can have its pitfalls, if a business chooses the wrong channels for the tone of voice its PR is adopting.

For example, the business-is-personal aspects of LinkedIn can make it a minefield for companies seeking to spread the news about their achievements.

What, then, are the best ways for businesses to send out positive PR messages about themselves and what they have accomplished?

Where is the Value?

For PR to work there has to be substance behind it, and a buy-in for the channels you are using.

What will make someone want to publish your story, or a journalist to use your PR as the basis for a piece about you?

As with other aspects of marketing, the content needs to work for its intended audience.

Talking up your achievements can only work if, ultimately, there is something of value  there for the reader to take away

Also, what is the value of your PR to the publication, website, channel, or to the individual journalist?

They are looking for strong content to attract their audience, just as you are looking for ways to promote your brand.

Build Your Credibility

Credibility attracts and sells.

Media coverage is a means of promoting yourself as an expert and your brand as the answer to people’s needs.

Sharing your expertise boosts your profile but, more importantly, appeals to your audience

However, credibility is not easy to establish, especially through digital channels.

Nowadays, everyone appears to be an expert, from the lone blogger upwards.

You may feel you have bragging rights due to your achievements but this comes back to having something of substance to say: you must demonstrate your value.

Case studies can fulfil this need. Presented in the right way and they can combine documentary evidence with potent storytelling. Be sure to include figures to back up the facts.

Written testimonials make a powerful case for credibility, and video testimonials even more so. You can leverage these further by writing the testimonial for your clients, and asking them to take ownership of it on your behalf.

The Third Party Endorsement

If you are clever and strategic about your PR, you can have others talk about you, rather than doing the talking yourself.

Someone commenting about your brand, or highlighting your views through a credible, recognised third party channel, can add to your authority significantly

Smart PR is not about you doing the shouting, but someone else doing it on your behalf. You still retain your bragging rights, but you are exercising them in a strategic way to help market your brand.

To achieve your bragging rights, through our credible, third party channel, please contact us.

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16Jan
MSN 2019Marketing Aspects Magazine is Media Partner at MSN 2019

Marketing Aspects Magazine is Media Partner at MSN 2019

Marketing Show North 2019 (MSN 2019) was previously known as Prolific North Live, and is the largest marketing expo outside London, which covers the broad interests of marketing and media.

That makes it an ideal fit for M3 Media Publishing to partner with them, via our Marketing Aspects Magazine.

 

The Importance of Content in Marketing

We talk a lot about the importance of content, but that’s because it really does matter.

One of the topics we’ve discussed is the way that content and expos complement each other, and how digital and physical marketing activities dovetail to maximise opportunities.

MSN 2019 provides us with the opportunity to put our words into practice.

The expo provides professionals from across a range of marketing disciplines to come together. It’s also an excellent opportunity for buyers and suppliers to connect with different marketing businesses.

 

We aim to showcase the power of content, and the huge potential of content marketing in raising the awareness of target audiences and helping businesses engage and connect with them

 

In this, we have our own unique publishing platform in Marketing Aspects Magazine.

At the expo, you’ll find us in the Media Partner Zone.

 

About MSN 2019

Marketing Show North promises to be an unmissable opportunity for anyone connected to – or interested in – marketing and its various strands.

Expect to see key figures representing leading brands in the world of marketing. There’ll be seminars and workshops to attend, along with expert speakers and dynamic demos.

For its networking value alone, MSN 2019 is a key event in the marketing calendar, and a dynamic destination for making new contacts and meeting potential prospects and clients.

It is run by Prolific North, an independently-owned publishing and events company based in Manchester, and event specialists Don’t Panic Event Management.

Marketing Show North runs for two days, on 27 and 28 February 2019, in EventCity, next to the Trafford Centre, Manchester.

For more information about Marketing Show North 2019, or to register, please visit marketingshownorth.co.uk.

Discover more about MSN 2019

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31Oct
differentiationWhat is the Lasting Impact of Differentiation?

What is the Lasting Impact of Differentiation?

Differentiation can give your business a competitive advantage with prospects and customers, but only if you choose the right kind of differentiation and you have the right marketing strategy to achieve it.

For many companies, their focus is on making minor adjustments to products to try and differentiate them in the marketplace. This is very much a “new and improved” approach.

However, it is unlikely to yield lasting results.  In fact it can become a one-hit wonder, and end up negatively impacting how target audiences perceive your brand.

There is a way to look at differentiation differently and to use dynamic content to turn it into something with lasting impact.

 

Raising Awareness and Changing Perceptions

If you tell your story powerfully and differently enough, it can help to attract your target audience while building your credibility.

This is differentiation through strategic positioning, using content marketing as the means to achieve this.

 

Good quality, properly targeted content has the potential to engage and connect with audiences and help build and shape a brand’s personality

 

This is likely to have a more lasting impact than individual product differentiation because it is about your entire brand and what it represents to your audience.

What does this involve?  It means shaping narratives that are appropriate to your target audience, and that identify with their issues, needs, fears and pain points.

 

It is crucial to creating powerful story arcs that emphasise your expertise while focusing on what your audience wants to know

 

It is a measured, consistent process of disseminating information about you, creating a positive impression of you that stays in the minds of your audience.  It is not a hard sales message, nor is it to do with publicising your achievements.

What will differentiate you is depth. The more your audience feels it knows you, the more it will feel it can trust you, and, ultimately, buy from you.

 

What Could Differentiation Mean For YOU?

M3 Media Publishing hosted one of their regular, dynamic breakfast workshops in Central Manchester, which explored how differentiation can help your business to thrive.

For more information about these events, or to book your place, please watch the video below or click here.

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5Oct
Marketing challenges at the Marketing Challenge eventMarketing Challenges: Should You Think Differently About Pitching?

Marketing Challenges: Should You Think Differently About Pitching?

M3 Media Publishing’s recent Marketing Challenge event, held at The St James’s Club in Manchester City Centre, focused on storytelling as a prospecting tool.

Pitching to prospects, or even starting a conversation, can be an important part of your marketing strategy, and it should involve content.

 

The Marketing Challenges of Storytelling

What sort of introduction should you make when meeting potential prospects?

You might provide an answer that may just be a job title or role.  You may describe the nuts and bolts of what you do.  Instead, you should capture concisely how you help others.

 

The legacy of what you do is what counts. If you have substantially made a difference to a business, or saved or made them lots of money, that will immediately get your potential prospect’s attention

 

How does this translate into a narrative?

It’s like constructing a plot. How many films or books have you seen where they begin with something riveting and explosive? They might even begin with a climactic event, then work back to show you how this event has come to be.

In our recent Marketing Challenge event, we encouraged our guests to look again at how they communicate on a personal level, and how to leverage storytelling to help them become pitch perfect.

 

What Content Marketing Means

One of the marketing challenges is that people don’t always realise that certain aspects of their communication and interaction are marketing activities.

 

Content marketing is not restricted to words or images, or things posted online or put into print, as it can also be about the verbal delivery of content

 

This is one of the ways our Marketing Challenge events set out to challenge thinking: it’s about how marketing is integral to your business objectives.

It’s not simply to do with whether you choose to spend your budget on campaigns, or enlist specialist help.

 

You are marketing yourself whether you intend to or not, by the very act of communicating to others about your business

 

That means that it makes sense to make this marketing activity count.

What marketing challenges do you face?  Contact us to find out how we can help you think differently about addressing them.

Alternatively, to discover more about our Marketing Challenge events, or to book onto a future event, please click here.

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24Sep
business prospectingWhat is Challenging Your Business Prospecting Success?

What is Challenging Your Business Prospecting Success?

Business prospecting has certain things in common with a much older form of prospecting.

The California Gold Rush began in 1848, drawing approximately 300,000 people to what became a frantic scramble for gold.  For many of these prospectors, they relied on basic, labour-intensive techniques to extract gold from streams and riverbeds, such as panning.

Later, more advanced mining technology allowed people to recover the modern-day equivalent of billions of dollars of gold.  However, by the end of the Gold Rush, relatively few prospectors had significant riches to show for their efforts.

 

In business prospecting, competing for the attention of potential prospects, it can also feel a touch primitive, involving lots of energy for little return

 

What if there a was a way of striking a richer seam of reward, using more sophisticated methods to attract prospects?

This is what dynamic content marketing offers.

 

Is There an Alternative Route to Prospecting Success?

There’s a potentially valuable online business audience looking for answers, for guidance and for things that will make their lives easier.

How would you get their attention? How do you attract, engage and connect with these valuable business leads?

 

Like the original Gold Rush prospectors, do you run with the crowd? Are you attending the same networking events as everyone else, or looking for the same kind of contacts, the managers and decision-makers?

 

What if there was an alternative route to success, a different map to lead you to the richest seams for prospecting?  And what if you could use it to partially pre-qualify your prospects?

This is where using powerful content can make a difference.

Content marketing is the map to your gold seam. But there’s a twist.  You supply the map to your prospects, so that instead of you spending all your time looking for them, it brings them to YOU.

 

Will You Take the Marketing Challenge?

What’s the best way of discovering alternative routes for business prospecting, how to use content to attract your target audience, and how to help you build useful and potentially profitable relationships?

M3 Media Publishing’s regular, dynamic Marketing Challenge events, held at The St James’s Club in Central Manchester, answer these questions and more.

The Marketing Challenge event, on 3 October 2018, focuses on how you can avoid the competition when prospecting.  To attend this event, or to discover more about future events, please click below:

 

 

For an accompanying read about our previous events, please visit:

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3May
marketing connectionsM3 Media Publishing Event Addresses Your Marketing Challenges

M3 Media Publishing Event Addresses Your Marketing Challenges

While it’s true that marketing isn’t rocket science, it does require clarity and following a strategy to maximise results.

Most businesses engage in some form of marketing, but many don’t have a defined strategic approach, or understand properly why they should be marketing themselves in certain ways.

The concept behind our Marketing Challenge workshops is to get people thinking about broader aspects of marketing for the success of their businesses.  Our latest Marketing Challenge event was held at The St James’s Club in central Manchester.

 

The Effort Behind Marketing Success

In front of an invited audience of entrepreneurs, business owners, influencers and professionals, M3 Media Publishing’s CEO, David Lomas, gave a compelling talk about marketing strategy, content and the power of storytelling.

David talked about the importance of developing a marketing plan and why focusing first on the effort, before any expected results, was crucial.  He explained the value of content, when to use it, and how to use stories to attract, engage and connect with a target audience.

 

david lomas addressing audience

David Lomas addresses the audience

 

Going through M3 Media Publishing’s six-step strategy for content marketing, known as FACETS, David demonstrated how stories, told in the right way, and shaped for a specific target audience, can help pre-qualify prospects and, ultimately, attract new customers.

Taking on board lively feedback from the audience throughout, David illustrated the potency of storytelling as a marketing tool, and how to strip this down to its bare essence for maximum impact.

 

How Did You Do That?

David’s formula for storytelling success is a simple one: it is not about the detail, but rather the leagcy. It should encourage the listener to want to know more about you, and whether you can do for them what you did for others.

A key part of the workshop was to encourage attendees to develop stories of their own, share them, and improve them.

As David explained, people don’t buy from you without trust, and that stories and engaging content are an effective means of building that trust.

To discover more about the Marketing Challenge events, or to book onto the next event, please click here.

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23Oct
customer corridorHave you Set out your Customer Corridor?

Have you Set out your Customer Corridor?

Imagine a prospective customer walking down your ‘customer corridor’ to reach your office for your first meeting.

Your office is carefully positioned right at the far end of this potentially valuable customer corridor.

This is to ensure that you have some influence over them when they arrive. (Not dis-similar to how the supermarkets work – getting you to follow a carefully-planned route around their stores).

On the way along this customer corridor, your prospects are enticed to follow your route where they will pass by a selection of subtle images and messages about YOU.

 

Written and visual messages can highlight the advice you have been giving to your customers, in turn, letting your prospects know about the things that you understand about their business issues and their sector

 

Maybe along the way, your prospect pictures the ways that other businesses, just like his (or hers) have benefited from your help and guidance in the past.

By the time he gets to your office, how do you think he now may be feeling about meeting you?

This is pure ‘influencing‘ not selling.  And it works very effectively.  Even moreso, if these messages come from a third party – which is a subtle form of endorsement – creating a very powerful content strategy for your business.

We refer to this concept of attracting customers via content, the internet and social media as laying a trail of ‘digital breadcrumbs‘.

 

How Can a Corridor Improve my Sales Conversion?

Ask yourself these questions:

  1. How, after travelling along your carefully-designed corridor, may the picture of what you do, have improved in the mind of your prospect?
  2. As your prospect should now know much more about you, would he (or she) feel that he did this all by himself and did not feel coerced?
  3. How much better are your chances of now getting that sale?

 

The more we know about someone’s business and behaviour, the more confident we are – and more likely – to make a sales decision.

67% of the information prospects gain about you, is found by them, BEFORE they even make contact with you.

Discover how you can create, and stay in control of, what they find, by contacting us.

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31Jan
content - wordpressContent: How Can You Convert it into Business?

Content: How Can You Convert it into Business?

Content is a serious marketing tool that can generate considerable sales results.  It is not a luxury or an add-on to your core business if, or when, you have the time or resources for it.

Content adds substance to a business’ online – and offline – presence and does so in such a way that it attracts interest.   It engages and, ultimately, helps to convert people into qualified prospects.

 

Attraction and Retention

SEO can get you ranked higher on search engines and it can encourage clicks onto your web pages.  Once you have attracted your audience to you, does your content keep them interested so that they don’t simply move onto something else?  Online attention spans are notoriously short.

Content works strategically.  It enables you to allow people find you online and, once they have found you, to want to find out more about you.  This provides you with opportunities to engage with those prospects.

 

M3 Media Publishing’s methodology is to combine high quality, powerful, content with psychological insight and the use of social media and other channels to distribute it, to attract customers

 

The essence of great content is storytelling.  This can make your brand and your business stand out from the competition, while exploring the kinds of issues and problems your customers have.

M3 Media Publishing’s sector-specific, authoritative, digital magazines publish stories that highlight business leaders’ expertise and creates powerful third party recommendations.

 

The Legacy of Successful Content

Peter Knight, is an expert property consultant, with Knight Morris.  He explains how the M3’s approach has helped his business.

“I wanted an innovative, creative and cost-effective way to raise my company profile,” he explains. “The results of my strategically-placed articles, in M3’s digital magazines, have exceeded my expectations.”

 

“M3 Media Publishing’s articles, coupled with engagement, offers an excellent return on investment.  One piece of business per year is all it has taken for us to surpass our spend with them”

Peter Knight, Lead Building Surveying Partner at Knight Morris

 

“The original content has allowed readers to explore issues that affect them and seek out my professional help and advice,” concludes Peter.

To discover how content can generate business for you, please call 0161 922 8571 or visit m3publishing.co.uk.

 

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13Aug
public speaking - David Lomas M3 Media PublishingPublic Speaking: What is the Value in Facing your Audience?

Public Speaking: What is the Value in Facing your Audience?

Content marketing has great value, but much of the content we produce can only be effectively realised if you get the distribution right.

There is a wide choice of digital channels through which to distribute your message, but there is one key channel that predates the digital revolution and is one of the oldest means of communication.

This key channel is public speaking.

Facing your audience is a very powerful means of communication, and if you are capable of integrating it into your communications strategy, it can be really effective.

 

Putting a Face to the Name

Personalising your brand, and its’ values, is a desirable, if sometimes elusive goal. The idea is to engage with customers, to attract them. Networking is one way of doing this, but it can often lack focus, and you can be working against the competing noise of everyone else in the room.

 

Public speaking enables you to address an audience directly, with the express purpose of conveying your message to them, without relying on drinks and canapés as props. You are meeting everyone in the room, guaranteed, and you are giving yourself the opportunity to make a lasting impression on your audience

 

Strategically Speaking

Using yourself as a marketing tool by speaking in public should be seen as a strategic move.

Public speaking should not be about ego; it is actually much more about your audience, and in this sense the same rules apply as with other content: address your audience’s needs, give them something of value.

This is also a form of research. By speaking to an audience and interacting with people asking you questions, you can find out more about them. They will tell you about themselves and their needs, which can then help shape your future material.

 

Public speaking is a two-way portal: you are reaching your audience, face to face, and at the same time you are making yourself accessible to them, to their ideas and feedback

 

M3 Media Publishing’s approach has always been to combine personal interaction with digital publishing and other types of content marketing.

M3 Media Publishing’s Business Connections events are a perfect example of this. They are not simply networking opportunities, they are ways of engaging with an audience directly, talking to them and interacting with them, as a key way of doing business.

To discover more about our events, please click here.

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28Jun
communication: david lomas & johnny mharHow Does M3 Plan To Help Businesses With Communication?

How Does M3 Plan To Help Businesses With Communication?

We understand how crucial it is to reach out and connect with audiences. We also know that this is made more effective if it involves more than one channel of communication. We have a portfolio of digital magazines containing expert opinion on matters.  These include HR, recruitment and leadership, property, construction and finance, exporting and international trade.

We also host our popular, invitation-only, Connections Events, in association with Royal Bank of Scotland (Future Williams & Glynn).  These events provide opportunities for us to strategically connect local business owners and leaders together.

Now we want to enhance how we help businesses engage with their customers by creating our very own media centre in the heart of Manchester.

The Ideal Location

Our new Manchester city centre postcode is, naturally M3, at Via Offices’ serviced business centre, Halifax House, on Deansgate, which provides specialised business accommodation and communications.

Via Offices is part of Via Group, who also provide IT and telecoms solutions.  Via Group’s CEO, Johnny Mhar, sees us, in turn, as being right for Halifax House.

“Our approach is very much in sync with how M3 goes about helping local businesses develop.  Via Group provides the physical means for businesses to operate at a level that is right for them. M3, meanwhile, helps them communicate with their intended audience and expand their customer-base

Johnny Mhar, Via Group

We feel that working with Via Group is the right fit for us, because we share their enthusiasm for helping businesses grow. Being in Halifax House puts us in the heart of a dynamic city and its business culture, which is where we feel we belong.

Opportunity and Expansion

The move is all about us improving our service and preparing for positive future developments.  M3 Media Centre will provide a base for our expanded creative and administrative team.  It will also give us the opportunity to provide on-site support, guidance and resources to our business clients and the Greater Manchester community. We are also planning seminars, to assist businesses to understand how communication and storytelling can benefit them.

Our aim is to ensure that business communications are seen and heard via the channels that will connect with their targeted audiences.

If you would like to discover more about how the Media Centre can help you to communicate your stories to your audience, please call 08450 519 374.  Alternatively, you can fill in your details below and our team will contact you.

David Lomas
M3 Media Publishing

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