Marketing Strategy

Effective Digital Marketing in Further Education

We love working with educational institutions and it was a privilege to lead the first session at Effective Digital Marketing in Further Education on 24th May 2018.

The training day was organised by Understanding ModernGov, who provides a wide portfolio of highly interactive and informative training
courses that focus on organisational and professional development, accredited qualifications and public policy implementation. (more…)

How to equip your marketing team with the ideal mix of digital skills

Think about any great story you’ve read. It usually follows a formula where the main characters have these outstanding attributes: the brains, the warrior, the mentor. These guys come together to complete a task as a team – a completely impossible feat if they didn’t have each other. To get seriously productive with your marketing, you need to organise your team in a similar way. How can you focus on your team’s skills, rather than just their job titles?

Recognise the digital marketing skill sets

E-commerce and marketing digital skills generally fall into four categories:

  • – Technical: specialised skills used for your marketing campaigns. These guys code and edit a website’s architecture for best SEO and PPC bidding.
  • – Strategic: employees who exploit technology to get the most efficient campaign performance. These will be your goal setters – take note of what they predict and what’s finally delivered!
  • – Creative: anytime you need to make something from nothing, you lean on your creatives. Copywriting, video editing and graphic design come under this term, and these skills are vital in your B2C and B2B campaigns.
  • – Support: computers, clients, technology – these team members keep things running smoothly.

Once identified, you need to proportion your skill sets throughout your team. As fun as having a team full of creatives would be in delivering the perfect tag line, without anybody strategic, you’ll have the world’s greatest unread marketing material. (more…)

discount vouchers & brand loyalty

The growth of ecommerce websites in the last decade has meant that brand loyalty is questioned and often refused by shoppers. Specifically, discount vouchers acting as an incentive can do more harm than good for your brand when a competitor is just a click away. In fact, organisations are wasting billions on loyalty programmes that don’t work like they used to.

One thing in particular can hurt ecommerce sites and brands – not seeing ‘add a discount voucher’ or ‘redeem code’ option until the checkout. Often when confronted with the possibility of discounts or money off, customers turn away from your site (just a few clicks away from purchasing!) and trawl the internet, again, for a better deal. So what can you do to stop this? (more…)

Don’t let marketing get in the way of CSR

Is Corporate Social Responsibility (CSR) getting too involved in marketing?

Tell your company’s story – not what you think people want to hear
Marketing is, in part, about telling your brand’s story – and this is where CSR tends to get muddled in with it. Think about the major players in the marketing world; they all have stories to fall back on. How many litres of water did Coca-Cola recycle last year? What emissions were saved by Toyota’s hybrid engines? Don’t know, because brands focus on a messages and solutions. Pit this against the responsibility to do the right thing: these are two separate messages entirely. (more…)

Our Top Tips For Using Instagram For Business

Instagram is one of the most popular social media platforms out there. With now more generations getting involved with this application, it is definitely one to consider when choosing the social media platforms that you want to target for your business.

In this blog, we are going to give you our top five tips to make sure that you are using this platform to your full advantage, and not wasting your precious time.

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The Ultimate Guide to GIFs

Sometimes it can be hard to express yourself with just text or images. Video could be an option within your social media campaign, but the struggle is that you want your video to look good. Aka, perfect editing, lighting with the best shots you can possibly produce. This takes up precious time and more importantly, budget.

So what if you could combine both? The magic of a picture and video, together? Welcome to the amazing world of GIFs.

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Customer Match – The basics

Somewhere, deep within your computer, there is going to be an email database of every person you have ever spoken to in terms of your business. People mostly use this list in their email marketing campaigns, to try and sell them services through automated emails. And if you have ever received one of these emails before, you’ve probably just deleted it straight away – email marketing doesn’t always work.

So, how amazing would it be if you could target your Google Ads to the people you have already communicated with? Without sending them millions and billions of automated emails in the hope of a collaboration? Well, now you can. Welcome to the magic of Customer Match.

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Facebook Live Video – How to use it to your advantage

Not too long ago, Facebook introduced a whole new feature for their users: Facebook Live.

Facebook Live allows users to stream live video to their friends or followers. By just tapping the live stream icon on your smartphone, you are able to write a description for the event and with a few more clicks of buttons, you are broadcasting live on your Facebook page.

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Google Adwords’ recent changes

Google Adwords is constantly changing. You could go away for a week and return to find the entire layout has changed, so you’ll have to work your way around it from the beginning all over again. An example of this is that on Friday 19th February Google effectively ‘killed off’ right side ads, and now only shows ads at the top and bottom of the SERP. Additionally, on February 23rd Google announced that the normal text ads on AdWords were gaining a better sibling – the expanded text ad. If you currently have no idea what I’m talking about, and you are now looking at your screen in confusion – do not worry, I will explain.

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