It has never been easier to communicate with your customers online, but with the proliferation of social media and blogs has come a number of bad copywriting habits. Do you fall into any of these common copywriting traps?
Want to start a blog on your business website but unsure how to get started? Here are our top 10 tips for creating a successful and professional blog.
Do you place more value on the number of followers rather than the quality of followers you have on social media? You may be looking at it the wrong way, read more to find out why.
We recently came across a situation where one of our brilliant clients wanted to start up a social media strategy for the first time. They’d dipped their toe in the water of Facebook on a personal level, and had heard from another marketing agency that they absolutely had to have profiles on Facebook, Twitter and Instagram for their business too.
Which begs the question we asked them, why?
Why do you need profiles on all three social media platforms? We weren’t saying that they didn’t, but we were asking them to think about what they felt they would get out of them. When they told us that they didn’t really know, it got us thinking about what advice we can give people when they’re unused to social media.
We are the first people to recommend that clients use a variety of channels and platforms to get their message across, both to customers, to suppliers, to the media and to the wider public. But we also recommend that this is done in a targeted, planned manner, and that a schedule is written as part of a wider marketing strategy. But what should be included in this?
A few things to think about here:
- Do you know the differences (in terms of consumption and demography) between Twitter, Facebook, Instagram, Pinterest and Snapchat?
Do you know your local press and how best to interact with their readers?
Are you aware of who your current followers are on each channel? Depending on your product/service, it might be that it’s your suppliers who interact with you on Twitter, whilst it’s your customers who follow you on Instagram. Make sure that you’ve looked at the analytics of each channel – do your research!
If you have a newsletter, who is it that reads it?
Do your social media posts reflect the messages of your business / brand as a whole? Do they reflect the messages that you put out on your website? In your blog? In your newsletter? Consistency is key.
By all means, use Hootsuite or Tweetdeck to schedule some of your social media posts. But don’t rely on this for all your social activity, we recently wrote a blog about how to keep your social media, social. You also need to be able to respond to comments, questions and opportunities as they crop up, and if you aren’t sure whether you are going to be able to manage this, it’s worth getting in some additional support to help you.
We love helping organisations interact with their customers, their suppliers, the media and their local community. We would always ensure that this is done with the support of a plan, so that messages are consistent, timely and aimed at the relevant audience.
If you need help with this or with any other marketing activity, please contact us today.
Social Media has become one of the main ways that businesses reach out to their customers online. But with so many different channels, it can seem like a daunting task to keep your eye on them all at the same time. To overcome this, many businesses use scheduling platforms such as Hootsuite to manage their various accounts. But whilst these tools can be very helpful when it comes to scheduling posts and managing your social channels, it is important not to rely on them completely.
Audiences have come to expect more from businesses on social media than a few posts per day; they want to be able to reach the business and talk to them in real time. This is where some businesses fall short of expectations; they schedule all their posts beforehand and then put social media to the back of their minds, not responding to comments or questions as they happen.
This has led to a push for businesses to ‘humanise’ their social media. When customers (existing or potential) engage with you they don’t want to feel like they are being ignored, or talking to a robot, so it is important to show people that there are real people behind the account.
Here are our top tips for making your social media, social!
1. Use everyday language – people don’t want to see posts filled with business jargon. Use the language that you would if you were talking to them in person.
2. Post pictures – and not just professional ones! Share the everyday pictures with your followers. This will show your fun side and that you are real people, and not just a business.
3. Make sure your social and your business presence is aligned – if your business is known for being quirky and fun, then make sure that this persona comes across online as well. There should be a seamless transition from the physical location of your business to your virtual accounts.
4. Acknowledge mistakes – everybody makes mistakes, it’s life! So, if you make a faux pas then don’t just remove it and pretend it never happened, own up to it and acknowledge the mistake. Your followers will respond much more positively and forget the mistake a lot sooner.
5. Engage with your followers – ask questions and respond to comments with personalised answers. Your customers will love you for it.
6. Customise content on your different channels – some things that work well on one channel won’t work as well on another, and that’s ok! Don’t schedule all your posts to go out on all your social channels at the same time, it will quickly become boring for your followers if all your channels look the same. Spend time finding out what works best on each channel and personalise posts for each one so that they all have their own distinct style.
7. Mention people – If you’ve just had a business meeting with a client then mention them in a post, or if you have got a new supplier then broadcast that out on your social media with them tagged in it. Building relationships with people is what social media is all about, so take advantage.
Evergreen content is an important component of any content marketing strategy, but what exactly is it?
Put simply, it is content which hasn’t got an expiration date.
Writing content for your blog helps your website rank well in search engines. But, whilst some content will only be relevant for a certain period, evergreen content stays relevant and therefore should be targeted at your top keywords. This is because, content which is evergreen has the potential to rank your website higher in search engines than content that has a ‘shelf-life' e.g content that includes information that is time-sensitive.
Some great examples of evergreen content include:
Frequently Asked Questions (FAQ) pages
Product reviews and testimonials
Some examples of content which has a ‘shelf-life’ are:
Content with statistics or data that is subject to change
Pop culture references
Product releases / service updates
We often advise clients to mix up their content marketing strategy so that there is a selection of blog posts which are evergreen and ones that are time-sensitive. This will help with the Search Engine Optimisation (SEO) of your site, which obviously could result in more visitors to your website.
With more people researching companies and products before they purchase, your content marketing strategy is more important than ever. And evergreen content can be the difference between your website being ranked highly in search engines or not.
The world of marketing has undergone a sea change in recent years. Gone are the days of traditional marketing efforts; as people spend more and more of their time online, the age of digital marketing is in full swing.
Social media has played a large part in the transition from traditional to digital marketing; it offers businesses and consumers alike new ways to communicate. Companies can tailor their marketing efforts to certain demographics with more accuracy and efficiency and build personal relationships with their customers through such platforms as Twitter and Facebook.
But with great power comes even greater responsibility; social media, as well as being a powerful tool for communicating with customers and building lasting relationships, can also be used as a platform for consumers to air their grievances against a company publicly, which can create a disastrous PR problem if not handled correctly.
Countless stories abound of companies who have handled grievances on social media with grace and even humour in some cases.
Take, for example, the guy who recently used Twitter to inform Sky Scanner about a mishap on their website, which suggested a 47 year layover in Bangkok. Sky Scanner’s response to the mishap has been praised as they took it all in their stride and approached it with some humour as well as getting the problem solved and sending the guy some free goodies for his trouble.
Social media is a 24/7 platform; therefore, it is essential that all issues which arise through it are dealt with in a timely manner, the longer that comments are left unacknowledged then the worse the situation can get for the company in question.
The easiest way to ensure that comments to not fall through the net, is to set up an alert for whenever your company or brand is mentioned online, this ensures that you can deal with any impending issues directly and avoid negative PR. Mention and SumAll are great tools which allow you to do this.
The importance of social media within the marketing world is only set to increase, so make sure that you are taking advantage of all it has to offer by setting up a social media strategy for your company or brand.
If you would like to talk to us about how to implement a social media plan or your digital marketing strategy, then contact us today and we will be happy to help you with any queries that you may have.
When it comes to digital marketing there are so many different agencies that do it; but which ones are the best for local businesses?
Let’s be clear, the best marketing (whether it’s digital or traditional) comes from knowing your audience. That’s why, for clients who are focused on a local markets, we strongly believe local knowledge is essential.
We live, work and breathe our community; keeping an eye on what is going on; the good, the bad and the unusual. We see having our finger on the pulse of Exeter, Devon and the South West as a huge benefit for locally-focused clients as it means we know what’s going on and this can be used to promote their business. This has never been so important in the digital arena, where we build communities around client business.
In this way, we use our connections around the South West to add relevance and weight to your digital strategy and get brands noticed. Whether it’s SEO, social media, content development and distribution, our local knowledge and connections are applied so that your business reaches to the most relevant people.
National and even international agencies simply can’t employ this level of local understanding. Arguably without this knowledge they can’t hone in on target demographics, and know what they want or are interested in. We can hone in and ensure your digital strategy has the desired impact.
Locally focus digital marketing requires locally minded know. If you’d like to discuss how we do this, please come in and see us.