Marketing in today’s multi-channel, digital world can sometimes feel a bit a confusing with so many options and an almost endless “to do list”. To make your life just that bit easier we have listed some of our favourite tools. Listed below in no particular order we hope you find the list to be useful. […]
KitKat has been grabbing the national press headlines this week with the announcement that it will be selling bespoke hand made £14 KitKats from its website and selected John Lewis stores in the run up to Christmas. Chocolate fans will be able to choose from 1,500 flavour combinations. They will be asked to choose their […]
Whether or not you are into Horse Racing there is an undeniable buzz in the air in Prestbury, Cheltenham and Gloucestershire as The Festival approaches. The statistics surrounding the Cheltenham Festival are quite staggering, here are just a few: The economic benefit to the county is estimated at around £100 millionIn 2016 236,472 pints of […]
Hornsea School and Language College in East Yorkshire was recently “rebranded” on Google as Hornsea Prison & Hell on Earth. The temporary change perhaps unsurprisingly attracting national headlines. Behind this enterprising prank is a lesson for all businesses of the importance of claiming your Google My Business page. This page is what produces the box […]
To say we live in interesting times is an understatement. Uncertainty around the world of politics, our relationship with Europe and the economy are occupying our minds daily (if not hourly). Combine this with the fact that despite all the labour saving tools at our disposal (both domestically and in our businesses) we all seem to be “so busy” and there is a risk that we can miss what is right under our noses. This is not to say that we should not take an interest in the wider world, but maybe we should take a few moments to focus on some things that we can influence positively for our business right now.
We have put together 20 questions that you can probably answer quite quickly about the marketing in your organisation. If you look at all of these and can honestly say that you are doing all of them, then give yourself a pat on the back and relax safe in the knowledge that your marketing is in a good state of health and in all probability better than your competitors. Answer no (or yes depending on the way the question is phrased) to any of these and then you probably will have a handy list of areas to focus on to improve the marketing of your business.
1. Do you have a Marketing Plan? If nothing else, have you mapped out what turnover you expect to do each month, that you can measure progress against (too many organisations realise too late that they are not going to achieve their goals to influence the outcome) and a plan of marketing actions geared to deliver these results.
2. Are you reviewing your Google Analytics on a regular basis? For pretty much every type of organisation the web plays a pivotal role in the customer journey. Do you know where your visitors are coming from, how many there are compared with the previous month and the previous year. Google Analytics can tell you this and much, much more.
3. Do you have a plan to increase web traffic to your site? Of course how you rank in search is vital, but what are you doing to influence this and drive traffic direct (where they key in your domain name) through referrals from other sites and of course through social media.
4. Do you have goals set up in Google Analytics? The majority of businesses we meet do not have goals set up for telephone number clicks, email clicks and form completions. This means they may not be accurately tracking what activity their website is driving and what led these people to the website in the first place.
5. Are you using your Google My Business page and your Bing Places page? Have you even claimed your page? If there is a line on your profile that says “Own this business” then you haven’t claimed it. Is your profile complete are you using the free post updates feature on Google My Business or the offer feature on Bing Places. Are you looking at the insights available to see how many people are looking at your business and what actions they are taking?
6. What impression are your reviews giving your potential customers? What is your score on reviews and how many do you have on platforms like Google My Business and Facebook? How does this compare with that of your competitors (particularly important if you are targeting local business).
7. Are you delivering a consistent message and impression. If I look at your website, then your Linkedin company profile or your Twitter profile would I get the same message. Is it as strong as it could be? Ask yourself honestly when you look at yours and those of your competitors – which would you choose?
8. Do you have a Marketing budget? If the answer is no, then how do you ensure that you do not spend more than you should or you intended to? The easiest way to say no, to that advertising sales person that is offering that last minute must buy opportunity, is to say that your budget is already committed or spent.
9. Are you making the most of the enquiries you are getting? Do you respond to every one that you get, do you issue every quote that you should and do you follow up on enquiries as well as you could. Reviewing your sales funnel for leakages and improvements to your sales practices can be a very valuable exercise. Monitor regularly, conversion rate from enquiry to quote, quote to sale and try and understand how this differs by product, channel or route to market.
10. Are you measuring your customer satisfaction and looking for improvements? If not, then how do you gauge whether or not you are at risk of losing them. Ask them to sum up their experience (and if you can use this in marketing) and what one thing you could do to improve their experience.
11. Do you know which are your most profitable products or channels and are these the ones that you are promoting the most (subject of course to the cost per enquiry being satisfactory – see 12 below).
12. Do you know what your marketing cost per enquiry is, and your cost per sale and the £’s taken in sales per pound of marketing spend? Are you evaluating each form of marketing on this basis and making decisions about future spend accordingly.
13. Do you have the skills necessary to run your marketing and evaluate it? If not, what is the best way of plugging this gap. A training course perhaps, recruiting your first marketing specialist or even perhaps using a Marketing Consultant (couldn’t resist that one).
14. Are you making the most of social media? As a rough rule of thumb we would suggest that you should be seeing between 5% – 15% of your website traffic coming from social media. Are you looking at the insights that each form of social media has to evaluate your efforts, numbers reached, engagement etc.
15. Do you market to past enquirers? These can often respond much better than cold prospects – they are aware of you and they were sufficiently positive about you in the past to enquire.
16. Are you marketing to people who have a need for what you offer? Mass marketing can be good for name and brand awareness, but when it comes to response more targeted marketing can work better. Of course to determine this, you need to know what your target customer is and where you are most likely to find those who have a need for what you offer. This is of course why, businesses devote so much effort to being found on google by people who are looking for what they provide.
Take this blog for example, if we have sparked your interest enough to read this blog you are much more likely than somebody who doesn’t want to read this, to have a need for a marketing consultant.
17. Is you marketing integrated? What we mean by integrated is that rather than using marketing tactics or methods in isolation, you use them together in a co-ordinated fashion. Say for example you have a month where you concentrate on one particular product or service and promote it across all channels or direct mail a prospect, then email them, then follow up with a call.
18. Do you market all your products or services or do you expect people to visit your website and discover for themselves. Even with existing customers, how aware are they of your full breadth of services?
19. Do you find yourself describing your business as a best kept secret? If so, then the chances are you are not doing enough to promote your business and get your message out. Of course the cost and effort of doing this needs to be carefully considered, but why should you settle for the status quo?
20. Ask yourself when you last looked at your competitors? You can be pretty sure your potential customers will have done so today. So it is important you keep track of competitors and don’t get left behind.
We hope you find these questions useful and thought provoking. If you decide after going through these that you might need some help plugging the gaps, then we would of course be delighted to hear from you. That is what we do.
Pizza Hut has launched a bold new TV advertising campaign (watch the advert here) with the ambitious aim of “owning” the UK pizza delivery market in 2019. An audacious aim perhaps, but you have to admire the advert – well you don’t “have to”, but it undeniably has a lot going for it. The campaign is in the context of results for Pizza Hut (for last available full year to 3rd December 2017) that saw sales drop from £233m to £225m and a UK market for delivery and takeaway pizza that is reportedly worth £1,125m.
The advert has humour, very clear, strong unique selling points and even manages to repeatedly take a swipe at its main competitor, where we are left in no doubt who they are referring to despite the fact they don’t mention them by name. Admittedly in a 60 second commercial but Pizza Hut manage to squeeze in strong references to their taste (backed up by consumer research), 30 minute delivery guarantee, the fact they reward loyalty and their value with their “£5 Favourites”.
There is a well respected and still often used Marketing Model called AIDA, that outlines the steps that you have to take a consumer through to get them to respond to any form of marketing. The steps being (getting) Attention, (creating) Interest, (generating) Desire and (prompting) Action. We would argue that this ticks all these “pizza” boxes.
Only time will tell how successful the campaign will be, but it will be interesting to see and also see how Domino’s Pizza respond (surely they won’t just fall over?). Let the battle commence.
As one year draws to a close and another is just about to start, it is a good time to try and look forward to the next year and reflect on likely changes over the next 12 months and how these may impact on your marketing and priorities. In this blog we look at some […]
So you have decided that the time is right to recruit your first marketing person? Maybe the amount of marketing that your organisation undertakes has grown to a point where you consider you would be better off having a dedicated person. But you are not sure what to do next? Well here are our top tips on the steps that you need to take.
Firstly make sure that you budget for the other marketing costs that might be associated with that person and we are not referring here to HR costs like pensions or holiday pay. Whilst some forms of marketing do not involve expenditure, just effort and activity if you do not budget for some paid for activity (e.g. paid for social, Pay Per Click) you are unlikely to see your new person achieve their full potential.
Then decide what you want them to do. Obvious right? Well possibly, but you need to form these thoughts ideally into some form of job description that potential applicants can look at and determine whether it is something that interests them and matches their skill-set. One of the most common issues we see at this point is where businesses want to incorporate both marketing and sales tasks under the same role. There is nothing as such, to prevent you from doing this, but be aware that they require very different skill sets and finding both of these in one person can be very hard.
Next determine the level of person you think you need. Whilst you cannot now put the number of years’ experience required on discrimination grounds you need to have in your own mind the likely level of person you will be looking for, so that you can determine the salary that you will offer. People already in marketing roles will be able to determine the level of person you are looking for through a combination of the job role and the salary you offer.
Then you need to determine how you are going to recruit. The more senior the role, the more you are likely to benefit from using a recruitment agency that specialises in marketing (if you want recommendations on who you should consider in Gloucestershire please get in touch). Agencies have the advantage of a strong list of contacts and ability to reach people who are already in a role and not actively looking. For a more junior role you should be able to attract sufficient interest yourself. In Gloucestershire we are fortunate to have services like GlosJobs that can be very cost effective. Boosted Facebook posts can also be a highly cost effective means of generating interest and make sure you make the best possible use of your own social media, particularly Linkedin.
Once the applications flood in (hopefully – but be realistic there has been a shortage of good marketing people in recent years), the next task is to sift through applications to arrive at a shortlist for interview. We would usually suggest a minimum of 3-5 for this, as you can lose potential candidates along the process as they find other roles.
You then need to determine what the selection process is. This is usually one set of interviews or a first interview, followed by a second for a final one or two candidates. We would usually suggest asking candidates to sit some form of practical tests to gauge their abilities. Perhaps a writing task (draft a marketing letter), a proofreading task (with errors added in) and a task where they have to evaluate the results of a fictitious campaign. These tests are best done as part of the first interview, with the test being done first and then a break to allow marking – so that you can then discuss how the applicant found the tests. If you are having a second interview consider bringing in somebody different for the interview from your side to give you a fresh perspective.
At this point you need to try and reach a decision as soon as possible and make an offer. We would suggest not declining unsuccessful candidates until the preferred one has accepted, unless you are very confident that you would not consider them.
Once a candidate has accepted, try and keep in contact with the successful candidate whilst they are working their notice, to minimise the chance of them dropping out at this late stage. Also plan an induction programme for the first few weeks and think about what goals for the first few quarters and the first year you are going to set.
Simple isn’t it? If you think you might need help with this process, then get in touch as we can help with everything from writing job descriptions, shortlisting candidates, practical tests and interviews through to fast track induction and personal development plans.
It has been a busy week in the world of social media, as Jenny Jervis outlines in this week’s update.
Stat-attack
Instagram Stories have now reached 300 million daily active users, which is up from 250 million for in June 2017. This platform continues to grow at a rapid pace and provides great opportunities for businesses. Get in touch if you want to know how Instagram could work for your business.
Instagram now lets you add any photos or videos to your Stories
Instagram have responded to feedback from users to be able to add ‘any’ pictures or videos from their camera roll to insta stories – not just those taken in the last 24 hours. This is live now. Go check it out.
Re-engagement box
Instagram has rolled out a new Stories “re-engagement box”. The box features a carousel of vertical, still image preview tiles for other users’ stories that are twice as big as the Stories bar found at the top of the feed. They show up between regular Instagram posts when you scroll through the main feed.
Stop-Motion camera feature
Instagram is testing a new Stop-Motion camera tool for Stories that will allow users to take a long series of photos, which can then be turned into a GIF that can be edited before posting, all within the app. This is just in test phase at the moment but will be a great new feature when rolled out.
All the drama
You may have noticed that Instagram has added a Superzoom camera effect with dramatic sound effect to insta stories. This is another creative was of capturing funny moments to complement Boomerang and Rewind. The video lasts 3 seconds, but can be extended to 15 if you hold down the shutter button longer.
Follow the hashtag
Instagram appear to be testing a new feature with some of its user base that allows the user to search for and follow a hashtag within the app. This will allow users to follow things based on their interests instead of what the algorithm thinks they may be interested in.
New tools rolled out for Group Admins and Members
Facebook have rolled out several features to help page admins ‘grow and manage their communities’. The features include welcome posts for new joiners and badges that identify admins, moderators and new members. Insights have also been improved to include helpful tips like scheduling posts at times when members are most engaged.
Rank by relevance
Facebook started re-sorting new notifications based on what it thinks is “most important to you,” rather than chronological order. The updated Notifications tab is now separated into two sections, New and Earlier. The New section lists recent notifications that “you may not have seen yet”, based on how relevant Facebook thinks they are to you. This means that notifications in the New tab “may appear to be out of order”. The Earlier tab shows notifications that you have already seen and lists them in the order in which they were received.
Facebook polls
Facebook is “officially launching Facebook Polls with the added options of using photos or GIFs as answers.” This feature was launched earlier this week.
Account switching
Facebook appears to be testing a new button in the main navigation of the site that allows users to switch between accounts on the platform. This will be a great feature when rolled out for those of us who have multiple accounts.
Measuring Facebook Ad Campaigns
Two new measurement solutions have been introduced to make it easier for businesses to test and optimise Facebook ad campaigns.
BIG news on Twitter this week as they finally rolled out 280 characters on Tuesday 7th November 2017 after announcing its plans in September, double the amount of characters previously allowed on the platform. The move has been introduced to allow users to express more of their thoughts without running out of room.
The increase has been met with controversy as some users think Twitter has lost its main USP, and that it will make Tweets less readable as longer tweets will fill timelines. What are your thoughts?
Annoyingly, you still can’t edit a tweet, let’s hope that comes next!
Boards-within-boards
Announced this week, Pinterest is introducing ‘Board sections’, which allows users to create sections within boards. So for example if you were planning a wedding, you could create components within that board for each element, let’s say a flowers section, or a dress section. The feature acts like a folder or a filing cabinet, tidying up the user experience.
Other news
Amazon are adding augmented reality shopping to the iOS11 app. The feature allows the customer to use their smartphone camera to visualise thousands of online products like furniture, toys, decor, and more in their own living spaces.
WhatsApp now allows users to recall and delete messages that were sent by mistake in a group or an individual chat. Successfully deleted message will be replaced with “This message was deleted” to everyone involved in the conversation.
Don’t forget that we offer a wide range of social media services, including a fast start service for new businesses or brands, full outsourcing of social media activity or tailored training specifically for you and your organisation. Find out more about our social media services here.
This is the first in a series of regular updates from Jenny Jervis on what’s new or interesting in the world of social media.
The Internet of things
The Internet of Things is big news for social media marketers due to the increase of devices that will be hooked up to the web. Its forecast that by 2020, more than 1.3 billion home devices, 3.5 billion in-car devices, and 411 million wearable devices will be connected to the net. Customers will have access to social media everywhere they go, anytime and anywhere. Not just on their mobile phones, laptops, and tablets. But on smart devices that they can wear on them or use in the vehicles. If you’re not on or thinking about social media for your business, now is the time to get in check so you’re not left behind.
Bitesize videos for social media
People’s brains process images faster than text. Videos are the fastest, most efficient, and most enjoyable way for people to consume information, no longer than 60 seconds (which could be considered too long!). Create videos that can be watched and understood in silence as well as with audio, as not everyone will opt to watch the whole video, or click for sound.
When it comes to quality, the content of the video matters more than video quality or format.
Why Use Instagram Stories?
If you’re already publishing photos and videos on Instagram, great. Adding Instagram stories to your content will help you get more visibility and provide more for viewers to consume.
When people open Instagram, the first things they see above their news feed are Instagram stories created by the accounts they follow.
Stories are up to 20 second long, or you can ‘go live’ which allows you up to 60 minutes. Boomerang videos are 5 second videos repeated on a loop with no sound.
Verified Instagram accounts (typically celeb accounts) and those with over 10,000 followers can add links to their video that allows viewers to ‘swipe up’ for more information, taking them to a specific webpage.
You can also add Location and #Hashtag stickers to your Instagram story. Both of which are ‘tappable’. Great for brands promoting a specific location such as a local branch. It can also be good for directing viewers to a branded hashtag or one that you’re actively creating content for.
Two-Person Instagram Live Video: What you need to know
Not breaking news as this was announced last month, but Instagram has rolled out a feature that allows you to invite another person to your Instagram Live videos. To invite someone to join your video, they must be watching. At the moment you can only invite one guest at a time, however you can change the guest throughout the live feed.
Great for gathering opinions, feedback, knowledge sharing with colleagues, Q&As, product showcasing etc in a natural way.
Instagram polls: What you need to know
Launched a couple of months ago, you can now add a poll to your Instagram Story. Great for asking questions of followers and gathering opinions, real time. You can ask any question of your audience with 2 possible outcomes, up to 26 characters (for each option).
Just like an insta-story, the poll and its results will disappear after 24 hours. It’s important not to overuse the poll function as you don’t want to dilute responses from your audience.
IN TEST: Instagram stories cross posting with Facebook stories
Instagram has begun testing the ability to push photos and videos created in Instagram to Facebook Stories and Insta-Stories simultaneously. This feature is expected to be rolled out outside of the US shortly. Annoyingly at the moment, it’s not planned to work in reverse, ie Facebook to Instagram.
NEW: Shopping on Instagram
Instagram is testing the ability for brands and retailers to sell products directly on the platform with deeper Shopify integration called Shopping on Instagram. More news soon.
Making some sense of Facebook algorithms
You might be finding that it’s becoming increasingly difficult to stand out on Facebook and be seen by the people you want to see your business updates. Consider this, the average Facebook user has more than 500 friends and likes 150 or more pages. Couple that with Facebooks complex algorithm… and it’s no wonder you may not be getting found.
Understanding the algorithm may help.
Engagement, engagement, engagement… The number-one factor when it comes to Facebook algorithms is engagement (likes, clicks, shares, check-ins and reviews). If the algorithm sees lots of people engaging with your post, then the algorithm will show the post to more people. Engagement is ranked: At the bottom of the pile is negative feedback (“hide this post, hide all posts, report, spam, unlike page”), followed by likes. The Holy Grail is shares, reviews and check-ins! This is where you should be focussing your efforts with Facebook. Facebook algorithms also give priority to video.
Facebook cover videos on your business page
We all know that consumers are engaging with video content, we mentioned it above. If you have a Facebook business page, you can add a video to your cover, which will stay right at the top of your Facebook page until you decide to change it. Currently, cover videos are only available on Facebook Pages and not private profiles, so worth making the best use of it now!
Facebook ad news
Facebook are planning to tighten restrictions on advertiser content, proof of authenticity, and industry-wide standards and best practices. Nothing has been rolled out as yet, but when it does, there will be tighter restrictions to follow when creating ads.
Facebook Messenger: Lite
Facebook is expanding the lightweight, stand-alone version of its Messenger app users in the U.S., UK, Ireland, and Canada.
Messenger Lite is data-saving and allows users to stay connected regardless of device or quality of internet connectivity. They are hoping this will encourage users to use the app rather than switching to SMS, iMessage, or Whatsapp.
‘Save for later’ function
Twitter have announced plans to launch a new bookmarking tool that will save tweets for later reading. They haven’t said when this will be rolled out, but have said it will be ‘soon’.
Jenny Jervis – Marketing Consultant
You can find out more about the Social Media Marketing services that we offer here
With over one billion users worldwide and continuous updates to its core features, LinkedIn remains the go-to platform for professionals looking to connect, learn, and grow their businesses. Long gone are the days when it was just a platform to find your next job. But with ever-evolving algorithm updates and shifts in user behaviour, making […]