SOCIAL MEDIA ADVICE FOR B2B COMPANIES

Social media marketing is pretty vital to every company, but it’s easier for some than it is others. Marketing plans can be particularly tricky to navigate at the best of times, so we’re here with some social media advice for B2B companies from The Source team. We have a wealth of experience in B2B PR support, which includes content marketing, social media and media relations and from that experience, here’s what we recommend.

Top Social Media Advice For B2B Companies

Click on the links below to jump to specific social media advice for B2B companies…

  1. Find the right social media platforms
  2. Utilise industry news
  3. Remember that people like people
  4. Keep things interesting
  5. Leverage appropriate hashtags
  6. Don’t underestimate Facebook groups

Find The Right Social Media Platforms

Not every platform will work for every company, that goes for B2C industries as well as B2B. For example, TikTok marketing is a great opportunity for brands with a visual appeal, such as tourism providers, wedding dress manufacturers and cosmetic companies. Other platforms, such as LinkedIn, work much better for B2B marketing, especially for service products such as CRM software, for example. There’s no one way to decide which social media platform will work best for your B2B company, so the best way to approach is through trial and error. See which types of content get the most engagement, and where. Traditionally, though, we’d match the following top platforms to the following sectors..

  • Instagram – mainly B2C, with opportunities for B2B
  • Twitter – mainly B2B, with opportunities for B2C
  • Facebook – both B2C and B2B
  • TikTok – mainly B2C, with opportunities for B2B
  • LinkedIn – mainly B2B
  • Pinterest – mainly B2C

So, if you’re heading a B2B company and want to give social a go, it’s worth dipping your toe in the water with LinkedIn, Twitter, Facebook and potentially Instagram and TikTok also. We have some more social media advice on what kind of content to focus on below.

Utilise Industry News

You shouldn’t be content curating all of your posts, as most of your audience will be following your accounts because they want to hear from you, however, utilising relevant industry news in posts is a good way of keeping your audience informed of relevant and interesting developments. It keeps you abreast with your sector and positions you as an expert in that field, furthermore, it creates a good mix of content to keep your strategy fresh and current. We’d recommend around an 80:20 ratio of curated to original content, but don’t be afraid to mix this up week on week.

People Like People

As we mentioned above, people like people. Though you’re selling ‘business to business’, there’s still a person behind that brand at either end. A study by Princeton University proposed the stereotype model, which boils down to the fact that people judge others on their warmth and competence. The more ‘friendly’ you appear, the more likely people are to trust you – this applies to your social media followers too. Though it’s important to draw a line and remain professional, it’s also a good idea to be conversational in your content and help build trust in your brand. Harvard psychologist Amy Cuddy says it’s important to demonstrate warmth first and then competence, especially in business settings. A lot of effective social media marketing begins with an understanding of human psychology.

Keep Things Interesting

It’s a common misconception that B2B communications have to be stiff and corporate, try injecting a light tone of voice into your content or experimenting with light-hearted competitions for engagement. With one of our B2B clients Altecnic, they ran a 12 days of Christmas giveaway which included a daily video of their Technical Manager dressed as Santa. You need to remember that your audience is human and keeping things engaging is a sure way of retaining engagement and growing following. If there’s a certain lull, never underestimate the power of a social media giveaway either, no matter your industry.

Social media advice for B2B companies: competitions

Leverage The Right Hashtags

Researching into hashtags is never time wasted. You can now use hashtags in your posts across LinkedIn, Instagram, Twitter and more recently, Facebook. One of our B2B clients frequents the ‘#PlumbersHour’ hashtag because this is where their core audience is. Hashtags are often followed by those interested in that kind of content, so if you have a specific audience of your B2B brand, then find out what the kind of conversations that they’re already in, and join in. You can discover hashtags through researching related terms on Instagram and Twitter, and also by looking at what other influential accounts are tapping in to.

Don’t Underestimate Facebook Groups

Finally, our last piece of social media advice for B2B companies is not to underestimate the power of a Facebook group. Similarly, to leveraging hashtags, Facebook groups can be a great way to find your audiences. In 2019, Facebook announced that Facebook says there “are more than 400 million people in groups that they find meaningful”, meaning there’s a huge potential audience if you know where to look. Start by searching keywords on Facebook that are relevant to your brand for example “food manufacturing”, “plumbing” or “health and safety”.

 

For more advice and support for B2B PR, social media, content marketing and more, please get in touch with our friendly and experienced team through our website. Or, you can keep up to date with what The Source is up to on Facebook, Twitter, LinkedIn and Instagram.

OUR TOP PR CAMPAIGNS OF 2020 (SO FAR)

As the year draws to a close, we’ve taken a look at some of our favourite PR campaigns of 2020. A difficult year to say the very least, there’s been a lot of red tape around executing certain marketing stunts. With not one, but two national lockdowns, it’s certainly not been easy. However, a lot of brands have navigated through this year with energy, creativity and determination – certainly all things that account to a great communications strategy.

2020 has been the year where some have chosen to stop communicating, but where it has never been more important not to do so. We’ve seen our clients reap the rewards of continuing with strong messaging through lockdown, to be met with an abundance of sales after restrictions were lifted, such as Combermere Abbey. We’ve also been able to work with the likes of local charity Hospice of the Good Shepherd, who found that PR activity including, even during these strange and uncertain times, paid off – with broadcast news coverage on BBC North West Tonight contributing to over £50k raised for the charity. It pays to communicate well, and there’ve been plenty of brands who’ve proved that over the last year. Here are some of our top picks at The Source.

Our Top PR Campaigns Of 2020

Beth Ellis: KFC’s Slogan Switch-Up

Beth Ellis, PR account executive has heaps of praise for another fast-food brand, KFC, who changed their iconic slogan earlier this year in line with national hygiene advice…

“Even though the campaign came out in August, pretty late in the day after the initial lockdown in March, I think it strikes the perfect tone for how businesses should be advertising during such a sensitive time. It takes one of the most famous marketing slogans in the world and removes the part that would be deemed ‘unhygienic’ or unwise right now, without not going over the top or overly sentimental. As it’s an old company, KFC cleverly uses a photo of its original fried chicken bucket to indicate that, while things are very strange right now, life goes on and tough times will pass – worth considering that the chain was founded during the Great Depression and has seen its way through rocky times in history.”

PR campaigns 2020 - KFC chicken

Credit: KFC

Janet Hare: Alex Scheffler’s Covid-19 Book For Children

Janet Hare, client services director, explains her favourite campaign of the year that tackles Coronavirus education…

“Children undoubtedly were one of the hardest-hit groups of people when Covid-19 struck in Spring this year. Suddenly their lives were turned upside down when no school and no friends became the government ruling for several months. How could adults who were they themselves struggling wildly with the otherworldly concept of a pandemic communicate to those much younger what it all meant and offer reassurance that everything would be OK? They had no clue themselves. Suddenly faced with a situation never seen before, how could they find the right words to say the right things to the children who looked up to them for guidance and reassurance? Luckily, parents around the country were rescued by the warm comforting blanket of someone inextricably linked with a time of peace, cosiness and safety – storytime. In April, well-known illustrator Axel Scheffler, who does the drawings for many of Julia Donaldson’s much-loved children’s books, got together with his publisher at the nations’ parents time of need to create a free book to explain the pandemic through familiar and comforting rhythms of words, characters and illustrations. What children needed at a time of uncertainty surrounded by worried adult faces and scary news bulletins was what children and adults let’s face it, always rely on, the comfort of the familiar. The digital book aimed at primary school children, ‘Coronavirus: A book for children about Covid-19’ was written with input from a professor of infectious diseases, a psychologist and several teachers and was made free to download. The publishers then went onto record an audio version of the book, read by the voice of Paddington and Paddington 2’s Mr Brown, Hugh Bonneville. Again, a familiar and comforting voice. For me, this gave me the words I needed in the right tone to enable me to help my child understand what was going on in a suddenly mad world. For countless other parents and adults, it came to the rescue and satisfied a need just at the right time. Although it wasn’t done from a place of profiteering to me timing and tapping into and meeting a need are essential to marketing a product successfully. If then you can also tap into a positive emotion, such as comfort, then that’s surely the winning combo! Since then, Axel and Julia have also got together to create coronavirus-related scenarios for some of their best-loved characters such as The Gruffalo and Stick Man lending the familiar once again to the absurdity of the current situation whilst adding humour also into the mix!”

PR campaigns 2020 Covid-19 book Axel Scheffler

Credit: Axel Scheffler

Jessica Pardoe: Burger King Says “Support McDonald’s!”

Jessica Pardoe, senior PR account executive notes one of her favourite lockdown campaigns, and this one has been considered controversial…

“Burger King’s communications strategy is notoriously famous for bashing their biggest competitor, McDonald’s. From encouraging customers to drive there, and drive away to get a free whopper, to responding to claims surrounding the unnatural longevity of a big mac by proudly broadcasting their own mouldy whoppers. Which is why, as the UK entered a second lockdown, it was a surprise to see Burger King UK encouraging their customers to actually support no others than their arch enemy McDonald’s, as well as other big competitors. I personally really liked this as it was bold enough to win them plenty of press coverage, as well as generating a lot of conversation on social. The only issue with the campaign is that they could have perhaps encouraged customers to shop smaller independent businesses, rather than the large corporations that are already probably sitting on a great deal of money. At the end of the day though, what Burger King opted to do had a bigger talk-ability impact and you have to weigh up those kinds of decisions with your marketing.”

PR campaigns 2020 Burger King visit McDonalds

Credit: Burger King Twitter

Evie Shaw: “Thank You For Not Riding With Us” By Uber

Evie Shaw, Account Manager, gives kudos to Uber for encouraging people to stay home…

In the fast-paced world of marketing & PR, the main goal for a brand or a business is always to subtly (or not so subtly) push a product or a service.  We’re exposed to numerous campaigns every day; some stand out and some don’t. This year Uber caught my attention and it wasn’t because they were advertising their app or service. Uber was actually thanking people for not riding with them and asking viewers to, “stay at home for everyone who can’t”. The brand created an ad that was relatable to every single person in the country and the world. It shows scenes of family members saying hello through a window, friends sharing a glass of wine on Zoom and families doing home workouts with the dog getting in the way!  Although 2020 has been an incredibly hard year for everyone, Uber touched on the elements of togetherness and solidarity that have come from lockdown and the “stay home” message. Yes, Uber wasn’t advertising themselves, but they were still able to highlight their brand in a positive way and as we come to the end of 2020, the Uber ad is one that I’ll remember for being heart-warming and supportive.  It was a great piece of PR for the brand and a positive reputation-building exercise.

Louis Hill: Captain Tom’s Triumph

Louis Hill, Managing Director of The Source, praises our new national treasure, Captain Tom Moore…

There have been some amazingly creative campaigns throughout 2020, but we should at least mention the government’s efforts in raising public awareness of how to best protect ourselves, the NHS and others from the threats posed by Covid-19. Using simple communications and an easy to recall “hand, face & space” mantra, the public was able to easily understand and take action.  The communications show how a simple message can be easily carried in the media, over the airwaves and on-line – particularly when reinforced by a range of commentators and celebrities, all supported by clear visuals.  Sadly the communication is in sharp contrast to current messaging surrounding the UK’s complex and overtly complicated and divisive Tiered system. We should also pay a special homage to Captain Tom who managed to raise more than £33m for the NHS.  Again, this illustrates how a simple idea that captures the imagination can truly resonate and reach into people’s hearts and minds.  It also shows that even in this digital age, it’s the people, story and characters that matter.  Captain Tom may even have taken the title of the UK’s oldest ‘influencer’ with the likes of GQ putting him on their cover. Very well deserved and not at all bad for a centenarian…

ARE THE ‘BIG 3’ SOCIAL MEDIA PLATFORMS RUNNING OUT OF IDEAS?

Last week, Instagram unveiled its biggest interface overhaul in ten years. The platform, which has over one billion users, has created a ‘Shop’ tab, where users can buy specific or recommended products directly from other users. It also released a ‘Reels’ section, which has been described by CNN as ‘a TikTok copycat feature.’

 

Instagram is clearly bargaining on the staying power and popularity of online shopping and short videos – but users quickly complained of its similarity to other social media platforms, such as Facebook, which already has its ‘marketplace’ feature that allows users to buy directly from other people.

 

 

Influencer overload?

Whilst the days of poor-quality snaps with ‘Valencia’ filters over them have long been on the decline, Instagram now feels less and less of the kind of place that we non-influencers can share our everyday slices of life without the most pristine lighting, FaceTuning and airbrushing. Part of this can also be attributed to the rise of the influencer, of which there are now countless of, who, for the benefit of both their page and the brands they work with, must curate an impossibly perfect and unobtainable image of themselves and their lives. Regardless, Instagram is now beginning to feel a little more like ASOS, and less and less like the kind of place the so-called ‘authentic self’ can flourish. Despite this, Instagram is still the second most popular social media platform in the UK – but is the need for them to compete with the likes of Facebook marketplace, and introduce video sharing services, an inclination that challenger businesses such as TikTok may be looking to claim the top spot in the next few years?

 

On Fleets

On Twitter, users gave a similar response to the newly-unveiled ‘Fleets’ feature: identical in almost every way to a Snapchat or Instagram story, but without the ability to zoom in whilst videoing, filters, gifs, or emojis. Users also noticed that the Fleets function was prone to crashing, and felt yet again like an idea taken from photo-based platforms, of which ‘stories’ simply make more sense.

 

 

It even came to the point where people joked that other interfaces – such as the calculator app and Excel – would have the story function, too.

 

 

If all of this wasn’t enough to suggest that the main three social media platforms might be struggling for ideas, earlier this year Facebook introduced a completely overhauled user interface that bore a strong resemblance to Twitter’s simple, bold and bright design. The initial reaction was of unanimous confusion and, in many cases, annoyance, with hacks on how to get the old version of the site quickly circulating. Though there is a dark mode option, like Twitter, for those who feel that the site is simply too bright, the overhaul was generally received poorly.

 

The takeaway

The changes to these three platforms will undoubtedly come with some benefits. Twitter’s ‘Fleets’, for example, are a great way of tracking exactly which accounts have viewed your content (at the moment, Tweet analytics only allows users to see how many engagements and impressions a Tweet receives) – making it a great tool for brands and public figures, who may want to target a particular demographic or even individual. Those with a large Twitter following, but no other social media presence, will now have the option to share their information in the same way as users on Instagram and Facebook.

 

And small businesses who use Instagram to reach their audience, with little or no budget for a traditional website and who may rely on the algorithm for engagement and reach, will also fare well with the new design.

 

But for the most part, it seems as though Instagram, Twitter and Facebook feel the need to diversify their functions yet fall short when it comes to new and innovative ideas that don’t resort to looking to other sites for inspiration. Only time will tell whether the new functions will remain, despite their unpopularity – but chances are, they’re here to stay.

 

For information and advice on your company’s social media strategy, as well as PR and marketing, get in touch with our team here.

 

 

5 SOCIAL MEDIA TIPS TO KEEP YOUR ENGAGEMENT UP

Plunged into the second England-wide lockdown of 2020, it’s imperative that communications are continued on social media. Remaining vocal not only reassures customers, but it also keeps a brand at the forefront of their mind. When a company has something to sell through lockdown, even better. You can read our blog from the first lockdown on the importance of continuing your marketing efforts by clicking here.

Below, our social media experts at The Source have gotten their heads together and put together some helpful social media tips to keep your engagement up. The kind of advice that focuses on quality engagement, as opposed to vanity metrics and big numbers. After all, it’s better to have 10 interactions from users with purchase intent, than 100 people who’ll just scroll on without a second thought.

Five Social Media Tips For Good Engagement

Don’t Sleep On Boosted Posts

Don’t have the money for a paid ad campaign on Facebook right now? Don’t worry. Boosted posts are a great way to get around this, as you can push specific content out to a certain, refined audience (that you build yourself). You won’t find yourself paying out big budgets for this either. If you have something particular to push over a short period of time, such as last-minute room availability in a hotel, or an offer linked to an upcoming holiday (Bonfire Night, for example), then a boosted post may be the ideal cost-effective solution for you. Pre-lockdown, we boosted a Facebook post for one of our clients in the hospitality sector and for just £30, over the course of 7 days the campaign returned over 100 targeted website link clicks, as well as a reach of nearly 7000 people. That’s around a 30p cost per click and 0.04p per eyeball. You can find out more about the ins and out of boosting posts on Facebook’s help page.

Social media tips - boosted posts on Facebook

Promote On Other Platforms

When it comes to boosted posts, the usual go-to is Facebook – but the same advice can be used on Instagram too, which has a boosted post function that works alongside Facebook (due to their ownership of the platform). This means it’s super easy to do. One that’s often not mentioned in social media tips, but one that’s well worth considering… LinkedIn. Their sponsor function is a little trickier to get to grips with, with extremely specific audience filters that can provide a reach anywhere from hundreds to millions of users – but once you do get a hang of the process, it’s a great way for clients to reach the audience that are exactly right for them. Despite it being a little more costly (a daily sponsored post must be £8.00 minimum), LinkedIn was designed with B2B companies in mind, so if your clients are aiming to reach businesses and business owners, it’s well worth the investment.

Hashtag Phrases, Not Words

You can get a lot of engagement out of hashtags on Twitter in particular, but one of the best approaches (due to character limit) is to focus on phrases as opposed to single words. The reason for this, is that if someone is wanting to find out information about marketing, for example, then it’s easy enough for them to simply type the word ‘marketing’ into the search bar. Whether you’ve hashtag-ged in the post or not, as long as you’ve used the right keyword, your tweet will still be filed there. Hashtags that consist of multiple words or slogans usually get better engagement as they’re related to specific search patterns. The best tactic to use is to jump on the hashtags that are trending, wherever they’re relevant to your brand. For example, if you work with a client that produces cakes or baking ingredients, then rather than using characters up to hashtag #cake, why not wait until a Tuesday and start up a conversation around the Great British Bake Off? Use the hashtags #GreatBritishBakeOff or #GBBO which are usually trending in the UK between around 7pm-10pm on a Tuesday evening (when GBBO is on TV, that is). Another tip when it comes to hashtags, is capitalising each word to make it easier to read, for example you should say #ShopLocal instead of #shoplocal.

Tap In To New Industries

Crossing over to new industries is a great way to build your following up and widen your exposure. If your business is in food sauces, for example, try linking your content in to relate to restaurants or cafes, as opposed to keeping it really niche. This way, your business is available to a much bigger audience – but as those restaurant owners might want to purchase your sauces in the future – it’s a relevant audience too. One of the best ways to reach these new sectors is to share insights and relevant content. Get a Feedly stream going that includes trade publications for the industries you’re hoping to target so you can reshare their content, and don’t miss appropriate hashtags too, especially on Twitter and LinkedIn. They can help make sure you’re reaching the right people.

Try New Things

Lastly, another great social media tip to keep up the momentum with your social media is to experiment and try new things. A/B testing is an excellent method to trial different kinds of content, and you’ll likely find a tactic that works really well for your business. Every brand is different so it’s imperative you find what suits yours best. You could also try different platforms to see what works well for you. You might have traditionally always used Facebook and Instagram, but how about LinkedIn to reach a more corporate audience? Or, if you’re feeling particularly adventurous, TikTok marketing is very new and upcoming and the reach can be insane. You can check out an example here of a local estate agents who’re using TikTok to showcase the homes they have for sale, and average reach is around 20k views with some videos reaching over 900k impressions.

Social media tips - use TikTok

Credit: Social Films

For more social media advice, along with PR and marketing insights too, be sure to keep a close eye on our blog. Or, to keep up with what we’re doing on social – you can find us on Facebook, Twitter, LinkedIn and Instagram.

WHY YOU SHOULD CONSIDER TIKTOK MARKETING FOR YOUR BRAND

TikTok is a social media platform that has grown rapidly. 2 years ago, it’d have been hard to imagine a channel that could compete with the likes of Facebook, Instagram and Twitter. But now, in 2020, there’s a new player in the game – and it looks like TikTok is here for the long haul. So much so, that TikTok marketing campaigns are now being launched and the app becomes more profitable by the day.

Today, the news has broken that people in the U.S will be banned from downloading TikTok from Sunday onwards. However, it’s hard to dismiss the marketing potential available on this app – it’s certainly not worth sleeping on.

Initially released in 2016, just over 4 years ago, TikTok’s popularity grew steadily before rocketing in the past year or so. Now, TikTok has approximately 3.7 million active users in the UK who engage with the app for an average of 41 minutes a day. Not only this, but it’s the 7th most active social media app in the world and is set to reach 10 million UK users by 2021. Not bad for a platform founded a few years ago, whilst the other key players have been established for decades.

With such a huge, interactive audience, it would be crazy not to consider TikTok marketing for your brand, below we’re discussing exactly why this is an avenue worth pursuing.

5 Reason To Consider TikTok Marketing

  1. Fantastic Engagement Rates

Reach on TikTok reaches into the millions daily. It only takes a scroll down the FYP (For You Page) to see videos with 1m+ likes and many more views. It’s also estimated that the biggest TikTok influencers in the UK have higher engagement rates on that platform, than on Instagram. Cloutmeter indicates that TikTok users average a healthy 52.1% engagement. Influencer marketing has long been a dynamic option for brands with multi-level marketing campaigns, and there are many reasons as to why you should be considering influencers in your strategies. The idea of TikTok marketing is a relatively new one, but one well worth utilising in its early stages. The reach of content has potential to exceed even traditional media such as newspapers and online articles.

  1. Wide Demographics

Most would discount TikTok marketing, thinking you can only reach a younger demographic. This isn’t actually the case. In the US, over 51% of viewers are 35 or older and 37% have household incomes of $100k or more. There are various different niches to the app, from food to art, travel to fashion. No matter your business, there’s likely an audience that you can reach on TikTok with the right kind of targeting.

  1. Current And Trendy

As with all marketing campaigns, it can be easy to fall guilty to sticking with what you know. However, this often means that activity can become tired and ineffective. This is one of the reasons why it’s important to vary content on paid social ads, and to update your PPC campaigns regularly. It’s also a reason to consider TikTok marketing. If your brand is in need of a boost, then why not ditch the status quo and try something new? If you work with only one or two influencers initially, then the stakes are rather low – your returns could be far greater, making it a risk worth taking.

  1. Avenues For Lots Of Businesses

You might think TikTok marketing is only for fashion and lifestyle brands, but this isn’t the case. One of the reasons that TikTok is so popular amongst a massive demographic, is because it caters to different audiences. Clever algorithms mean that users see the kind of content they’re interested in, and you’d be surprised at how niche these topics can go. Niches spotted by The Source PR team include…

  • Dancing & singing
  • Comedy
  • Fashion
  • Makeup & beauty
  • Reading
  • Art & crafts
  • Farming
  • Dog grooming
  • Cake making
  • Cooking
  • University & learning
  • Marketing
  • Science
  • Cars & transport
  • Cleaning

And so much more. If your company is open to exploring new things, then you can almost certainly give TikTok marketing a go.

  1. Opportunity For Virality

Last but not least, another reason to consider TikTok marketing is that it appears to be easier to achieve virality than on any other social media platform. When a post gets over a million likes on Instagram, it’s rather a big deal. However, on TikTok, content exceeds this figure on the daily. If you create a great piece of marketing with an influencer with a respectable following, then the chances of a great reach are really quite favourable.

If your brand isn’t already utilising a TikTok marketing strategy, perhaps it should be. For advice on influencer marketing, as well as PR, social and digital, you can get in touch with our team here.

THE MARKETING STRATEGIES YOU SHOULD BE USING RIGHT NOW

As the UK is slowly easing out of lockdown, it has never been more important to deploy a number of marketing strategies to help support your business as it begins to resume normalcy. Normality might be a stretch, as life as we know it has changed a lot over the course of the law few months.

Nevertheless, lots of brands have adjusted their procedures accordingly so that they can work and trade in the “new normal” we have found ourselves to be in. Now that provisions have been made, it’s time to start marketing to your pre-existing, and potential new customers – let’s make up for lost time.

The value of marketing should never be understated. Even during UK lockdown where many businesses had to close, there was still a need to communicate and keep your brand alive. The idea was to not let your customers forget about you, and to keep them engaged and excited for when you may be able to resume ‘business as normal’. Now, since non-essential retailers have been able to open, and as the hospitality industry begins to resume next month, your marketing strategies need to change accordingly. No longer is the message: “we are here waiting for your return”, it is “we are back, and this is why you should be spending money with us”.

To get such messages across, you’ll need to use a number of marketing strategies and tactics. One is often not enough. In order to recuperate the losses that lockdown might have brought, you’re going to want to be visible to a large audience of varying demographics and with different interests. As well as remarketing to existing customers, now’s the time to start encouraging new ones in too.

Below, our team have put together some advice on marketing for hospitality, retail and other industries that might have been impacted by the Covid-19 restrictions.

Marketing Strategies For Hospitality, Retail & Other Sectors

As mentioned above, you’re going to want to deploy a number of marketing strategies in order to reach as many (relevant) people as possible. There are a number of ways in which you can do this, and they include…

Social Media Marketing

Social media marketing is great for retargeting, as chances are your followers like your content, or even better – your brand. As such, utilising social media could be the low hanging fruit for your reopening marketing strategies. Use platforms such as Twitter, Facebook, Instagram and LinkedIn to share business updates, inspirational content, hygiene protocols that will give your customers a safe experience, and anything else that you know is a particular hit with your consumers. To help build following, and to get people excited about your brand again, you might even want to run a social media competition or two. The most important thing is to remain active, you want to be popping up time and time again to your audience so that you’re on their mind ahead of 4th of July, where most businesses will be able to resume trading.

Word Of Mouth Marketing

Word of mouth marketing remains to be the best tactic there is. It’s said that as many as 83% of people would trust a reccomendation, if it came from their friends or family. Though this is largely an organic process, there are some things you can do to help it along. Why not encourage your consumers to leave you a good review on social media, or focus on branding so that even after they leave your establishment, they remember you. This could be a branded gift bag, or even something as small as a branded after-dinner mint if you’re a restaurant. When a customer goes home, and their friend or relative asks about you (perhaps being prompted after seeing your brand), you’re going to want them to say good things. Of course, word of mouth marketing is largely encouraged by the business providing an excellent service or product, so this should be a crucial focus as you reopen, or prepare to reopen on the 4th of July. Remember to share positive testimonials on social media too, as they can help reinforce to stakeholders why your brand is awesome. Reading a good review could be the final push a potential consumer, who’s been sitting on the fence, needs to pay you a visit.

Public Relations (PR)

PR is our bread and butter here at Source PR, but it also fundamentally important to your overall marketing strategy. Public Relations is a blanket term which covers your reputation management, this can be built up in lots of ways. Fundamentally though, it’s important to work on your strategy, possibly by utilising a PR agency, to ensure your brand image is a strong one, and one that rises above key competitors in your industry. A big part of PR is media relations, which involves getting your brand into media titles, both online and in print. This kind of exposure for your brand is great as you adjust to trading again, as it can reach a potential audience pool wider than your social media, for example, might be able to get.

PPC & Paid Social

Another way to reach a wider audience, and one that we would recommend if you’re trying to grow your consumer base is PPC and paid social. This involves using the ad-services on Google, as well as Facebook and Instagram. Paid social ads mean that your content will reach eyeballs that might never have interacted with your brand before (or those that have, that are yet to make a conversion), whereas PPC will put you at the top of a Google results page when potential customers are searching for queries that relate to your business.

Search Engine Optimisation (SEO)

Another way to target searchers, and perhaps the most effective, is through Search Engine Optimisation (SEO). When your customers search for queries, such as “DIY stores near me” then if your business name appears near the top of that results page, it’s more likely that they’ll come to visit you. In fact, according to Think With Google, 82% of smartphone users use a search engine when looking for a local business. SEO, the process of improving your website so you rank higher for these terms, is a difficult strategy that takes many years to master, but is a marketing strategy well worth considering. Why? Because you can not only reach a new audience, but also one that’s geo-targeted. Plus, the number of searchers is huge. According to Hubspot, Google processes around 70,000 searches every second.

Which marketing strategies will you be deploying as we move out of lockdown? If you need assistance in social media, PR, PPC, Paid Social, SEO, Influencer Marketing or any other means of communication, then why not send us a message and see how we can support your business?

NON-ESSENTIAL RETAIL STORES: HOW TO REBUILD CONSUMER TRUST

On the 15th June 2020, the Government allowed non-essential retail stores to reopen after being initially forced to close in April due to the outbreak of Coronavirus. Since, it’s been a tough ride for business owners. Trying to maintain a level of consumer trust whilst also being unable to operate is difficult. With many workers on furlough and so many businesses having to cease trading in all respects, some companies mightn’t have had the time to work on their communications and brand reputations during the lockdown period. So, if this is you, we’ve put together some advice on how to rebuild consumer trust and your brand image as you reopen today.

Rebuild Consumer Trust With Visibility

Rebuilding trust starts with being transparent and visible. There are a number of channels you can use to communicate with your stakeholders: social media, email, face to face, even through the press by getting publicity for your brand. You’ll also want to reach people that aren’t in your pre-existing consumer pool, too. We’ll touch on rebuilding stakeholder relations further down, but to really get your foot off the ground as non-essential retail stores begin to reopen, you’re going to want to make sure you’re visible to the entire public. As many people as you can be.

Spread the word of your reopening far and wide, make use of social media, and also sponsored posts where appropriate. Generate press coverage for your business and be loud. It’s all about being visible, especially if you trade in a saturated market. Don’t go quite and assume people will remember you – it’s been a torrid time for us all, you’ll need to remind people why they will love your brand. This is the first step of rebuilding trust.

Communicate What You Are Doing Differently

Now that you have the attention of stakeholders, you need to make sure you’re telling them the right thing. When announcing that you are reopening for trading, you’ll also need to communicate at the same time the steps you are taking to be Covid-19 secure. Presently, non-essential retail stores are only allowed to reopen if they can follow the 2m social distancing rules and can put precautions in place to protect shoppers. You’ll likely be doing this, so let your customers know too.

Lockdown has been an extraordinary and unprecedented time for us all, not least in the UK but across the whole world. Consumer attitudes are bound to have shifted and thus it’s only to be expected that some may be reluctant to get back out there and visit retailers such as yourself again. If you want to rebuild consumer trust, you need to be prepared to be very open, honest and detailed about how you are keeping people safe; and more importantly – you need to ensure those responsible measures are adhered to.

It could be as simple as posting on social media the signage you have installed, the sanitation points that you have around stores or the precautions staff are taking when they come into contact with consumers, or you could post updates on your website or email your databases. Have you and your staff taken Covid-19 hygiene courses in preparation? Share that too. There are plenty of ways to put the message across, the most important thing is making sure it’s said one way or another.

Encourage And Share Testimonials

One of the best forms of marketing remains to be WOM (word of mouth). Around 75% of people go to friends of family for product or service recommendations. If you’re offering a great in-store experience that allows customers to feel safe, then it’s likely they’ll tell somebody that they know about it. However, as a business, it helps to move that along even more and encourage wider testimonials. Is there a way you can incentivise customers to review their shopping experience? If so, this is something worth capitalising on as not only does this encourage further support from the public but it also gives you content to leverage on social media to keep on reinforcing and rebuilding consumer trust in your brand.

Don’t Ignore The Situation, Acknowledge It

Finally, it could be tempting to adopt a ‘business as usual’ stance. Not all brands will want to address the issue of Coronavirus head on, perhaps in fears of it putting more fear into consumers or even because simply that’s what everybody else is talking about. However, news concerning Covid-19 is quite frankly unavoidable. It’s fair to assume that almost everyone living in the UK will be aware to some degree of what has happened, and as such to not address it could even be seen as ignorant.

It’s important to acknowledge as a brand why you were closed, why you are now reopening and most importantly – what you have changed. Government regulations aside, you have a duty to your consumers to adopt safe measures as a retailer, being upfront about these is important – if you communicate to your customers and explain that their safety is paramount, this is a good way to rebuild consumer trust and encourage them that it is safe to shop with you.

Need Help To Rebuild Consumer Trust In Your Brand?

If you’re a brand – non-essential retailer or other – and are in need of support as your business reopens, then get in touch with The Source. Whether you’re needing to communicate to your customers, or market to a wider audience, we have experience in both B2B and B2C PR, marketing, social media and digital communications, we can help you.

9 WAYS TO GENERATE PR FOR SMALL BUSINESSES & SMES

Getting publicity for your business, especially in times such as these, is important. A sound PR strategy can help to increase your leads, boost your sales, widen your consumer base and also improve your overall brand awareness. If you’re a small business or SME (turnover of around £1.5m+) it’s important to communicate with your stakeholders and spread the visibility of your brand, so you can turn your SME into a larger scale operation. Chances are, you won’t have a fully-fledged internal PR team to guide your strategies, you might be looking for a PR agency to support your organisation, but until then, we’ve put together 8 easy tips around how to get PR for small businesses and SMEs

Why Bother With PR For Small Businesses & SMEs?

But first, PR (Public Relations) is the function of protecting and improving your brand visibility and reputation.

Not only does it work in safeguarding your brand against any public backlash and handling your communication strategies in a crisis, but a great PR strategy will also help to grow your reputation and make your business name more recognisable amongst your target audience.

This can be through growing your social media following or generating awareness of your business in relevant media outlets – both of these, along with other PR tactics, work to an overall aim of making your small business name more recognisable. They include:

We will touch on them further below.

Some very large organisations may have an in-house PR and marketing team, others, as well as SMEs and smaller businesses, may utilise the support of a PR agency, like ours.

9 Ways To Generate PR For Small Businesses & SMEs

There are a number of ways in which you can generate media attention and publicity for any brand, we have covered them here. With smaller organisations, you may have to work a little harder to get your name out there – there will likely be some degree of competition no matter what industry you’re in, so you need to make your brand memorable.

From our years of experience in PR and Marketing, here’s 8 ideas we would recommend you test to generate PR for your small business

1. First, plan

Know what you want to say and mostly importantly – to whom. What are your USPs, strengths and benefits? How do you want people to see your business? This vital planning will help shape your communications that can be consistently delivered via a number of channels, be it media, social or online.

2. Turn your business stories into news

If you’ve done something amazing as a business, turn it into news and let everyone know about it. For example, if you’re supporting a cause this can help to strengthen your reputation and position you as a responsible business if you spread the word. Likewise, trade titles are often interested in appointments of senior staff. You may be surprised at what makes a good PR story. Start by publishing information on social media, and then perhaps get in touch with the local papers with a press release, to see if they’d like to write about you.

3. Be chatty on social media

One of the best ways to build your brand reputation is to maintain an active voice on social media. PR covers online presence as well as getting media coverage in print, making sure you’re putting out great content on relevant channels and engaging with your customers is a key PR tip for small businesses and SMEs.

4. Communicate consistently

Even in hard times such as the Coronavirus outbreak, it’s important to keep communicating with your consumers. Don’t let them forget about you, and then turn to your competitors instead. As a business, a loyal consumer base is vital so ensure that you remain a consistent flow of communication through avenues such as social media, media appearances, email marketing and so on.

5. Be friendly with journalists

Even if you have no news to share, you can still get PR coverage for your small business or medium enterprise by remaining friendly with journalists; they might be looking for a business to feature in a round up piece – and could opt to use you if you’re on their radar. This tip is better matched with a PR agency, who will have a large database of journalists that they have built.

6. Make use of PPC & social ads

It’s worth considering PPC and social media advertising in your strategy, a great way to generate guaranteed exposure of your organisation. You’ll need to read up on the best keywords to target and then make sure you’re utilising the channels that your target audience frequent the most, but as with any other step, it’s important to remain consistently visible.

7. Consider influencer marketing

Working with influencers is still a viable way of generating PR for your brand, influencers are often trusted sources of information, with around half of Gen Z and millennials saying they trust their opinions. Create a database of reliable accounts and negotiate with them to promote your product or service.

8. Support charities & the local community

Everybody loves a good, positive story… So, make one. You can generate PR for small businesses, SMEs and multi-million-pound businesses by working with and supporting local charities and your community. Whether this is through fundraising, sponsorship or perhaps providing free goods and services to worthy causes. Doing fantastic things is a sure-fire way to achieve regional PR coverage for your small business at the very least.

9. Track & share your coverage

Most importantly, it’s crucial to track any PR coverage you might have achieved and share this to further strengthen your brand’s reputation. If you’re finding it hard to place where your brand might have been covered, you can set up Google Alerts for the name of your business. Be sure to share coverage on the relevant social media channels to further reinforce the integrity of your brand.

If you’re in need of further PR support, then why not arrange a free consultation with us to see how we can help strengthen your reputation and grow your brand. The Source PR is a PR Agency in Cheshire, North West, with over a decade of experience in supporting SMEs to larger corporations with PR, social media, marketing, SEO and more.

IS IT POSSIBLE TO WORK JUST AS PRODUCTIVELY FROM HOME?

If quarantine has taught us anything about ourselves, it’s whether we can – or can’t – work from home effectively. Past studies, such as this one of a call-centre in China, have shown that, contrary to popular belief, productivity actually increases when staff work from home. Though gossip serves a purpose in the workplace (some might say an essential one), eliminating this aspect of the workspace is bound to increase productivity. A further study by Airtasker found that not only were employees healthier when working from home, but they were also on average working 16.8 more days a year in terms of productivity.

However, there is definitely a sense that some people just simply aren’t suited to working from home. Those who suffer from attention disorders, such as ADD and ADHD, find it particularly difficult without the structure and supervision of the office workspace. It’s hard enough for lots of us to stay off the (non-work related) social media when you need a distraction – particularly as the news is now ever-shifting, constantly updating us with legislation changes, statistics and advice.

So, to help you keep inspired, we at Source have compiled a short but sweet list of tips to help you work effectively from home.

  1. Listen to music. While some may understandably find this distracting, others find that listening to ambient or instrumental music while working does wonders for their concentration. This works in particular with over-ear headphones if you have noisy neighbours or a lively household!
  2. Work in a tidy space. This means you won’t have the temptation to get your Mrs. Hinch on – even if that is a productive form of procrastination. Plus, a tidy desk is a tidy mind!
  3. Work smart. If you’re in a slump, for whatever reason, leave the desk and come back when you’ve refreshed with a walk or a tea break. Globally, anxiety levels are naturally high right now, so it’s sometimes better to reset yourself with a break from the desk rather than push on through a mental hiccup.
  4. Give yourself something to look forward to. Whether it’s watching a new episode of your favourite TV show that just dropped, trying out a new recipe, or spending some chill time with your pets, having something to look forward to at the end of the working day is a great mood-lifter. Though it might seem like our choices are limited right now, there’s a wealth of advice, workouts, recipes, and amazing entertainment to keep us occupied.
  5. Limit your social media intake. This isn’t just to keep yourself away from distractions, but also to fend off some of the negative impacts of being constantly plugged in. Though it’s good to stay informed on the new advice, I find the wealth of opinions, anxiety and anger that reverberates after every government update pretty overwhelming. Keep up-to-date, but don’t be afraid to hit that mute button.

Naturally, it’s impossible to keep completely off the timelines, and it’s always nice to see the ordinary goings-on of our friends and family on Instagram, Twitter and Facebook!

At Source, we know all there is to know about social media, digital marketing and PR, and how to tailor it to your businesses’ needs – whatever they are. Contact us on 01829 720789, or follow us on Twitter (source_tweets), Instagram (prsource) and Facebook (Source PR).

PR-ING THROUGH CORONAVIRUS: SMALL BUSINESS HELP AND ADVICE

Coronavirus has caused truly extraordinary times, the UK – as well as several other countries – is currently on a lockdown. The first of its time.

Travel has been limited to all but essential movement, many businesses (such as restaurants, non-essential retail stores and gyms) have been forced to close their doors for the foreseeable future and the healthcare industry is under perhaps its biggest strain that this generation has ever seen. Because of current climate, we can’t shy away from the fact that many businesses are struggling. Whether you’ve had to temporarily cease trading altogether, or whether your customers are less inclined to part with their money due to the uncertainty at the moment – either way most organisations are feeling the pinch one way or another.

It’s not all bad news, however.

Though the current economic climate is bleak, and though many are struggling, we have also been given the gift of something that we wouldn’t normally have: time.

Now is not the time for radio silence, now is the time to be strengthening your brand message, communicating effectively and giving back to the community wherever you’re able. Whilst some brands have taken the stance of radio silence as the Coronavirus epidemic plays out, many others have adjusted and reacted to the current climate, and have been in a better position for it.

You have time to work on your strategies, to work on your brand position and to ensure that when this comes to pass, your business will emerge bigger and better than ever before.

If you’re a small business or an SME and struggling, there are a number of ways you can help yourself during this pandemic.

Small Business Coronavirus Help: How To Support Yourself

The government has already introduced revolutionary support for small businesses. Initiatives include a small business grant funding of £10,000 for all business in receipt of small business rate relief or rural rate relief, grant funding of £25,000 for retail, hospitality and leisure businesses with property with a rateable value between £15,000 and £51,000. This is as well as the job retention scheme put in place.

While this might be a short-term solution to an otherwise unnerving situation, it’s also crucial for small businesses to think about their long-term plans too.

Below, we’ve racked our PR, Social Media and Marketing brains together to bring you the very best advice on how your business can survive through Coronavirus; how to keep marching on through these uncertain times and how to effectively retain your brand image and position.

Don’t Give Up On Your Team

First and foremost, you need to trust your team.

Unlike many business crises, we’re all in this together and there are many businesses from various industries that are all feeling the strain that Coronavirus has brought about. In most business cases, your team will be instrumental to your survival during this period, so before adjusting your business strategies, you should be providing your team with the technology and support needed to undertake their work and trust that they will continue to deliver remotely.

Trust opens the door to productivity; the more you give, the more you get back.

Keep On Communicating

Effective communication has never been more important.

You should be keeping your communication channels open. You may appear closed to the outside world but it’s important to share the business’s contingencies, its plans and any changes in service. Share your successes or small wins and remember your customers and stakeholders are interested in people-centric stories, as well as positive outcomes in otherwise difficult circumstances.

There’s a strong demand in the media for any positive news amidst all this negativity, so if your business has something good to share this might be a good way of spreading your news further afield and making sure that people are still engaged with your brand.

Adding to this, there’s a new sense of community re-emerging – if your business has changed how it operates or is supporting others, such as pubs offering delivery services to those in need, make sure you share this. Social media usage has increased by 22% since lockdown and provides an excellent community engagement tool which may prove beneficial in the longer term.

Though you may not be trading at the moment, it’s important not to lose momentum. Make sure people still remember who your business is, what you do. Whether this is by maintaining an active social media presence, writing blogs for your website or even appearing in the news – don’t let people forget you if you want to continue to operate a successful business when this storm has passed.

Adapt And Evolve With The Climate

If your business can accommodate it, adaptability is important right now.

Under new government restrictions, many businesses can no longer trade as usual. Is there a way you can overcome this, and support your community too? For example, many restaurants are now offering takeaways and are giving out free meals whilst they do so, which is great in strengthening the business’ Corporate Social Reputation.

Could you keep your cashflow afloat by encouraging your stakeholders to purchase vouchers from you that can be redeemed at a later date?

Other examples of how companies may adapt during the Coronavirus period is by taking advantage of the technology we have at our disposal.

Could you give your consumers a digital version of your product or service to retain your custom? Some housebuilders are now operating fully online house viewings, whilst organisations such as Chester Zoo are livestreaming a day at the zoo on Facebook to the masses.

If your business can think of a quirky and imaginative way to stay relevant, it will almost certainly survive this uncertain period.

Create A Contingency Plan – Prepare For The Future

Plan for your future, because if you adopt the right attitude, there almost certainly will be one.

Can you create a contingency plan for your business?

Though there are so many things uncertain at the moment, if you can begin to strategize and plan your bounce-back for when this comes to pass, you’ll be in a more favourable position when the market reopens once more. Make sure you’re well prepared.

Whilst we all have extra time on our hands, we can make the most of this: working on our websites, our SEOs, or even developing social media or PR strategies.

The most important thing to add to your contingency plan, for now and for the future, is a plan that sees your business remaining adept in its industry. Make sure that people don’t forget your brand. Whether this is by thinking of a new and imaginative way to run your business (such as the examples above), or whether it’s just making sure you upkeep a strong media presence. If your company steps into the shadows during this period, it’ll be much harder for it to re-emerge when it’s over.

Also, be prepared for radical change once more when lockdown is over and when the virus dissipates. When you can reopen your doors again, you’ll almost certainly be met with a different audience than the one you’ve come to know. After recovering from the most governed period of their lives, there’s no doubt that people will be more appreciative. They’ll want to explore more, they’ll want to travel more, they’ll want to eat out more and they’ll want to buy more things.

We’ll have a more spontaneous and obligated population on our hands, so make sure your business is prepared to accommodate them.

Do you need PR, Marketing or Social Media support for your business? Either in handling the Coronavirus outbreak, or preparing for when it’s over? Call us for a free, confidential assessment of your situation on 01829 720 789 or email louis@sourcepr.co.uk.

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