Marketing

Delivered by Eloise Falla of Motion Marketing, our associate. Eloise has ten years’ experience working with international clients and is based in France.

Website projects. One-off projects, whether that is updating an existing website or building a complete new one.

Multi-channel social media management across LinkedIn, Facebook and Instagram.

External marketing manager. Eloise acts as the outsourced marketing manager for a Zambian manufacturer and a UK construction firm, running the marketing process and agreeing the strategy on a rolling basis, with dynamic changes each week. She usually facilitates a weekly marketing meeting with the key people in the business, and production is either managed locally within the company or done by Eloise herself.

Fees are quoted after a call. Marketing is billed separately from the sales pipeline programme and works best once your follow-up is in place.

The situation: A mid-size Zambian manufacturer selling high-value products. Nothing was being done on LinkedIn, and there was no regular marketing rhythm.

What we did: Eloise acts as the company’s external marketing manager. She runs a weekly marketing meeting with sales, production and the in-house graphic designer, and agrees the plan with the directors at regular intervals so it stays on track. Posts go out on LinkedIn, Facebook and Instagram. Six months ago we took over the LinkedIn activity for the directors: growing their network, building relationships with prospective clients, and monitoring every response. New leads go straight into the CRM, so the sales manager can control the follow-up by phone and digital message, with the aim of booking face-to-face meetings with the sales team as early as possible. We also help with proactive and reactive communications when local developments call for them.

The result: In six months, LinkedIn went from no activity to about 12 good leads a month, with the directors’ connections up by more than 300. A good lead is a mining-sector contact in the right industry and at the right level who has asked to know more about the company’s products and services. Around four of those leads a month turn into meetings, and full proposals are now being discussed with prospects. In a long-sales-cycle industry it is early for contracts, but the pipeline is building.