Adding real value for the benefit of Members

Adding real value for the benefit of Members

The GGF Marketing and External Affairs team has had a productive first quarter with one of the major highlights being the recent launch of the GGF Digital Marketing Toolkit.

James Lee, GGF Director of External Affairs explains the background to the exciting new service for Members and also how digital technology is making a real impact on the GGF’s own marketing strategies.

How did the idea come about for a digital marketing toolkit for GGF Members? 

The new Toolkit stemmed from a suggestion from the Members of the GGF Marketing Communications Committee (MCC) who met via video during the first national lockdown in April 2020. The MCC Members are at the sharp end of the industry so they could see what was happening and that remote communication was dramatically increasing because it was the only way allowed under the Government restrictions at the time. At the following meeting in July, we put some more substance behind the planning and realised that, going forward if Members were aware of and knew how to use the digital marketing tools available then they would have a distinct advantage in the market.

What does the new digital marketing toolkit consist of?

The first task was commissioning a web developer to deliver the project. So we appointed SLX Marketing who worked on GGF websites and search engine marketing. They are experts in the field and GGF Members deserve the best. Initially, we thought, one video and about 50 slides in a PowerPoint presentation would cover it. However as we started going through it piece by piece, we soon realised this was a project that had to be done comprehensively. Having gained a post-graduate diploma in digital marketing, I am fully aware of the sheer enormity of the subject. So we pulled it together in the 12 most practical tools that Members could use and then put a video and PDF document for each sub-category. All are now fully accessible to watch on screen and to download. Making the project more holistic has taken more time but it will provide greater options and more knowledge for Members to apply to their businesses.

What areas of digital marketing does the toolkit cover?

It starts with planning and goes through to areas such as measurement, audience building, content and media management, through to social media, lead generation, search engine marketing and customer service. There’s also a module on how to use the GGF’s digital marketing channels to benefit members’ business. These are the most suitable at present and some GGF Members will already be using these tools superbly whilst others may not have even started. The beauty of the Digital Marketing Toolkit is that there is something for everyone. It can be used as a reference checkpoint for seasoned digital marketers or a training guide for new marketing staff or the how to manual for a company looking at developing their entire business model. It’s extremely fluid and will be on the GGF website for Members as a permanent service to use at their convenience. 

Will there be additions to the Digital Marketing Toolkit?

Yes there will be additions and the GGF will update Members when this happens. The technology is always evolving so we will be keeping a close eye on what’s coming out that could be a useful for the benefit of GGF Members. This new service is not just for during and coming out of the pandemic, it will be in place for many years and naturally will be updated as the technology evolves. 

What would you say are the main benefits of digital marketing? 

It clearly saves time and cost over traditional marketing methodology. It also has developed to such a point where it’s become so user friendly that it’s become much easier to understand and use. In addition, it has taken a lot of the effort out of marketing. If done correctly, communication channels with customers can be created very quickly and easily. Also if done smartly, customers can find you easier than ever before.

What’s your message to GGF members about this new product?

Use it to your full advantage. I recently had the product valued by an independent Digital Marketing Consultant and the value of the Toolkit and its content was placed at over £1000. This was based on the costs one would incur if they had to go on training courses or ask a consultant for this knowledge and information. This a great GGF benefit that will save you time and money and if applied to best effect could really grow your business.

In the coming months, James Lee will be attending GGF Regional Meetings to provide an update on the GGF’s Marketing and External Affairs and will also take questions and feedback on how Members are finding the Digital Marketing Toolkit. You can also email James direct of you have any feedback or questions. Please email marketing@ggf.org.uk