Through one of the accountancy firms that operates under our umbrella, we had the opportunity to oversee the accounts of a UK-based company that provides PCR and Antibody tests to London residents.
We took a particular interest in this company because we felt that what it was doing was important for the UK at the time. At the time — around November 2020, if my memory serves me correctly — the UK had just been shocked into a second lockdown by Number 10.
One of the articles on this company’s blog caught our attention. Little did we know, at the time, how prescient it would prove. But it sparked something in us, and we couldn’t help but agree that mass testing was the only real way out of repeated UK lockdowns.
Nearly five months later, on 22 February 2021, the Prime Minister announced just that.
Even though mass testing is now both the de facto and de jure method being used across the UK to get kids back to school and ease lockdown measures, it wasn’t the case in November.
Back then, tests were lacking, the NHS was overwhelmed, and people had to stand in queues for hours at a time to get tested.
We saw that this company offered competitive pricing for its testing kits and also saw that they were giving a percentage of their earnings to a children’s charity. So, we told the accounting company that if the testing company wanted help with its marketing, we would be happy to do it pro bono.
Keep It Simple
The best marketing strategies are simple. Ginormous conglomerates like Coca-Cola can afford to take a shotgun approach to marketing and just splatter their name anywhere and everywhere.
That isn’t a viable approach for smaller businesses.
We got the okay from our accounting client to come up with a simple marketing strategy for this company. Using our in-house website designers, we created an easy-to-understand website layout that contained only the essential information needed.
Whereas every other company in this industry seemed to jumping onto the Scare Tactics Bandwagon, we felt that the situation merited a lighter, friendlier approach.
Our design team (which is the same team that designs magnificent websites for our accountancy firm clients) came up with the ingenious concept to use friendly-looking illustrations to get the message across.
The company loved it.
Understanding target markets
One crucial aspect of successful marketing is to understand your target market.
Our business model is built around handling many different accountancy practices that each have completely different branding. One company will often have multiple different target markets. Different social media strategies are required for each of those target markets. (We used to say that TikTok was a good place to reach a younger crowd, but this is changing now as TikTok grows more popular.)
In the case of this testing company, we saw that they had three major target markets:
- Back to school
- Business travellers (moving forward, this will probably also include holiday travellers soon)
All of the above target markets needed testing done. So, we created a dedicated page on the website for those three target markets, doing our best to answer any questions the prospective buyer might have on each of those landing pages.
Content marketing and content creation
Getting an informative and authoritative blog going is crucial to any business but especially for a new business.
This company was teamed up with a pharmacy and clinic in London, but it did not want to mix identities from a branding perspective.
It needed its own blog.
We suggested they write content related to the products they sell, making reference to current happenings so that the blog would be informative and useful to anyone hunting for information on the subject.
There was certainly enough alarming information coming out of the news media at the time, and there was no need to add to that.
It’s rare to find a successful business person who hasn’t experienced a bit of luck now and then. That certainly was the case as a result of the PMs recent announcement that testing was going to go in across the UK with a bang.
But, as Thomas Jefferson once famously said: “I’m a great believer in luck, and I find the harder I work the more I have of it.”
If one’s marketing and business strategy is running right, then “lucky things happen”.
As a result of having its marketing, branding and service lines moving smoothly long before the PM’s announcement, this company is now in a prime position to assist people with the enormous amounts of home testing that will be required across the UK so that we can all (finally!) get back to normal.