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SOCIAL, SALES & REPUTATION

Social media is ever-changing and ever-growing, with new updates bring the capability of sharing more and more information in different forms month on month. For businesses, this can seem like a perfect sales platform, with the ability to use strategic spend to target potential leads.

Of course, as social media companies recognise their worth to businesses, the cost to advertise goes up. But those looking to generate sales on social media shouldn’t be down-heartened – as a well-thought out and strategic ads campaign can still bring valuable results.

But we’re not here to talk about advertising strategies – let’s be honest, we’d be here for hours – but rather the value of non-sales focused social content. It can be tempting to see any posts that don’t directly link to sales goal as pointless, but it’s important to remember that social media shouldn’t be a platform with the sole purpose of sales.

Social media acts as the face of your business’ brand. Any potential customers will check social media pages to get a feel for what your brand does, and how you work. The amount of content you post, its relevance, the reactions you spark, your engagement and interactions all help to shape who you are in both your current and potential customers’ eyes.

Social media

Social media can, of course, support sales, but it’s also there to build and maintain reputation – an exercise which should never be underestimated. Having a solid, reliable reputation has no quantitative metrics to measure success, but it is vital for business growth. Constantly working on proactive reputation building essentially gives your business credibility points in the bank – credibility as a successful, industry-leading and valuable service for a customer to invest in.

So, when looking at your business’ social media: keep an open mind, and remember that thought out, strategized posts are still working to build your reputation and secure your long-term growth.

PR TRENDS FOR 2019..?

It would not be January without a wave of predictions from PR and digital agencies about what’s in store for marketeers in 2019.  So, we’ve asked around the office for our own insights and thoughts and compiled what we believe will be some of the PR and digital trends for the year ahead…

It’s all about influence

Influencer marketing will continue to be a key platform for PRs to extend the reach and position of client brands.  However, if the economy declines post Brexit we may see a consolidation of budgets and a check in the increasingly disproportionate costs charged by some influencers.  Savvy PRs will spot the up and coming influencers and ensure a brand is well positioned and appropriately exposed to generate the best ROI.

Continued pressures on traditional media. 

Traditional media reach is likely to continue to decline, but value remains through targeted exposure, brand leadership as well as links to a client’s website.  Clients will need to be comfortable with using sponsored content as part of their mix as 75% of communications professionals are already using it in their strategies to support the publishers hungry for new forms of revenue.

Strategic partners

As traditional media declines, PR agencies will increasingly be used as a strategic communications partner to clients, whether media relations, content creation or social media management.  Let’s also not forget the ability to identify opportunities for news stories and provide first-class content journalists can use.

Good PR professionals will help clients develop on-going relationships with a broad range of audiences across a range of interest segments. As a result, clients will expand and deepen their reach by securing a share of audience attention through consistent content distributed across multiple channels.

Message development

PR agencies should tailor their messages to include more visual, video and voice content depending on which device is used.  This is best achieved by creating bespoke content across multiple channels to expand and deepen a client’s reach.

Great content needs to tell a story, not just for the media but all audiences.  Also, expand the audiences you work with to include a broader set of partners: websites, content syndicators, trade associations and others who can help bring your story to a wider audience.

Positive year

PR agencies are the marketing sector’s best content creators and storytellers, and have the unique opportunity to support clients across the communications spectrum whether the space is paid for, earned, shared or owned by clients. To have a successful 2019, PR agencies needs to be confident with numbers, data, software and proving their ROI in the increasingly digital world.

Back to School: What is Marketing?

‘So, what is marketing?’

I wasn’t expecting such a simple question to stump me for what felt like five very long seconds. We were attending the Careers Day at the local Ellesmere College, and we were prepped with a banner and on-brand coloured cupcakes (we know what kids want), ready to speak to students about a career in marketing, PR and communications.

We’re used to dealing with professionals who want to know how digital marketing can work cohesively with traditional PR, or how we can maximise the benefits of influencer partnerships on social media – we’re never asked a simple question which essentially asks, ‘what is that you do, every day?’

Albert Einstein

Albert Einstein famously said that “If you can’t explain it to a six year old, you don’t understand it yourself.” We weren’t dealing with six year olds here, we were talking about our industry with curious and intelligent teenagers at a crucial decision-making point in their lives.

As well as being able to help young people as they start to carve the beginnings of their future careers, the afternoon gave us an opportunity to take a step back and go back to basics: what is it that we offer?

After a couple of practice groups of students who feigned a remarkable interest whilst clearly eyeing up the baked goods, I got into the swing of it: we essentially offer a subtle form of advertising.

As opposed to large, in-your-face adverts on the side of the motorway or shoved between TV shows (which of course do have their place), we work with businesses to identify their target audience and, most crucially, understand them. Then we use a whole host of communication lines from news stories, to profiling, to social media in order to influence their audience towards the business. This comes together into a holistic campaign, using every tool we’ve got to ensure that your brand is in front of the right people, saying the right things.

If you’ve got a growing business and thinking of taking your first step into marketing, just get in touch for a laid back chat – you never know, we might even have cake.

The Remarkable Evolution of Instagram

Since its inception in 2010, Instagram has been quietly picking up traction thanks to its attractive scroll of infinite new content – not to mention the rapidly improving photo quality on iPhones. From carefully staged selfies to artistically arranged flat lays, the platform has quickly established itself as the top social platform for engagement. Read more

Make Your Brand Stand Out From The Crowd

If the phrase ‘we’ve updated our privacy policy’ sends a shiver down your spine, don’t worry – you’re not alone. The recent changes in GDPR laws have left few untouched by consent forms and promises of the sacred nature of personal data collection. But we’re not here to talk about the value of an opted-in database (worthy of a whole other post of its own, with our client Textlocal finding that 54% of opted-in SMS users will respond to a business text), but rather about the panic that ensued as the 25th May approached – and how this can harm your brand.

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