Business is as much about what you know, as who you know. At McQueenie Mulholland we know the value of building and maintaining relationships with our clients, and Being Human is at the heart of everything we do.
Read our top hints and tips on how to stay focussed and plan ahead during the quieter times of the year.
Clear communication can be the difference between success and failure in business. The ability to deliver the right message, to the right people, at the right time, is what sells products and changes behaviour
There has been a seismic shift towards digital in marketing communications over the last few years, and we often find ourselves telling dubious clients that direct mail is still a very good option to promote their business.
This recent study by Proactive Marketing found that 70% of consumers feel like they receive too many emails – which, when we think about it, is something we can probably all empathise with. InfoTrends found that 66% of direct mail is opened – and 86% of direct mail is read for a minute or more, compared to an average 11.1 seconds for email.
Here are a few more reasons why you should consider Direct Mail:
1. It stands out and cuts through the clutter
In contrast to the daily deluge of emails into people’s inboxes, a carefully-targeted piece of direct mail can capture their attention. Once you have piqued the recipient’s interest with a visually pleasing and clearly branded letter, you are more likely to get your message across.
2. It’s more reliable and more likely to get a positive result
Direct mail response rates outperform digital channels by a long shot, as found in a recent study. Direct mail achieves a 3.7% response rate, whereas digital channels see a combined response rate of just 0.62%. It is a more expensive medium, but you can’t argue with those statistics.
3. It’s more personal
Email users are in a rush – they are checking their inboxes on their commute, whilst at lunch or before dinner. They don’t have time for emotions, and are only using a little of their headspace to absorb the content. Direct mail can provide readers with both space and time to absorb material in their own time. 84% of consumers reported that personalisation made them more likely to open a direct mail piece.
4. You can integrate it
Using direct mail doesn’t mean that you have to use this medium in isolation – far from it. Research suggests that using more than one method increases effectiveness by 24% on average over using individual methods on their own.
Have we convinced you? If you’d like help creating compelling direct mail for your campaign, let us help you communicate your message. Call us today on 01392 423060.
Social media has created a whole new marketing opportunity for businesses. It’s a place where businesses can build brand awareness and a potentially larger customer base without spending thousands on traditional marketing activities. But there are a few misconceptions about social media marketing that need to be debunked:
1. You need to use every single social media platform
There are lots of social media platforms out there and there can be an urge to create business profiles on every single one. This can be a mistake; instead of having a presence on every platform, focus your social media marketing on the channels that your customers or potential customers are more likely to use.
2. Social media marketing gives instantaneous Return On Investment (ROI)
The misconception about social media being an instant marketing success is one that can only lead to disappointment. Actually, a lot of time and effort needs to go into your social media marketing before you reap the benefits, to reach new customers and raise your brand awareness you will need to produce quality content consistently and post regularly.
3. Social media is free
You may not need to pay to set up a social media profile, but you will need to put in a significant amount of time and effort to maintain and grow them. If you want to significantly increase the reach of your campaign you could consider paid advertising on your platforms alongside your normal social media posts – paid advertising is significantly faster at reaching new audiences and customers than organic leads alone.
4. Social media is time-consuming
You may need to put in significant time and effort into your social media strategies but this doesn’t mean that it needs to be time consuming. There are lots of scheduling tools out there to help you manage your social media effectively. Tools like TweetDeck and Hootsuite are invaluable for cutting down on the time required to maintain a great social media strategy.
5. More followers = success
Many businesses think that getting more followers is the surest way to social media success; but infinitely more important is increasing the amount of engagement you get. Social media is about building relationships with your customers and raising brand awareness. But as before, engagement doesn’t happen straight away, you will have to work hard to build up the relationship with your followers and engage them in conversation.
The most important thing to remember about social media marketing is that nothing happens overnight; a lot of time and effort has gone into accounts which have seemingly become overnight successes. If you’re thinking about how to take the next step with your social media strategy then call us today.
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.
There’s a new face in the marketing world, the Influencer.
Influencers are quickly becoming the ‘go-to’ for companies to reach those consumers who are turned off by traditional marketing and advertising strategies.
But, what impact can Influencers have on small, local businesses?
If you are a local business, and trying (yet failing) to reach a certain demographic or audience, then local Influencers are a great marketing resource to turn to. In doing so, they can promote your brand to their own unique audience and raise awareness of you to the very people who trust their opinions.
The rise of the Influencer is linked to the increased use of social media; the two have risen concurrently as millennials have turned to social media to follow their favourite celebrities, and look to them for the latest trends, attitudes and products. In turn, new personalities have risen to the fore around subjects, cultures, campaigns and geographies to become Influencers in their own right (due to the size of the digital following they enjoy).
It is this position of trust which makes Influencers so powerful. They influence their followers’ decisions through subtle, and more natural endorsement of a company or product, which can be much more positively received than more obvious traditional marketing methods.
So, you’ve decided that you would like to work with an Influencer, but where do you start?
It all comes down to selecting the right influencers. In doing so, as a local business, you will need to know:
- Who are the people you want to reach?
- Who do they follow on social media?
The answers to these two questions are the foundation of making the right choice about the Influencer to use. If you don’t pinpoint these details before you begin then you’ll spend time and money on a campaign which has limited impact and, therefore, may not give you a reasonable return on investment. But done correctly, Influencer marketing can have a huge impact on your business.
If you’re thinking about using Influencer marketing for your business then contact McQueenie Mulholland today.