Category: Marketing

Five innovative ideas for Facebook lead generation
Nov
04

5 innovative ideas for Facebook lead generation

If you’ve been attempting to catch attention for your  business on Facebook but not making any headway, read our piece on Facebook lead generation, below.

You may feel as though you’re fighting a losing battle; you may be wondering why, when your fans have expressed an interest by liking your page that your posts appear to have little impact. This hasn’t been helped by Facebook increasingly restricting the posts that are (or rather are not) seen by your fans, despite you having worked so hard to win them over.

Facebook can feel an imposing medium to grasp – and whilst it’s true that this platform boasts of more users than any other social media network, it’s also equally as true that it’s a network that requires a little innovative thinking. Here we take a look at the ways in which you can secure leads from Facebook, despite the roadblocks in your way.

1. Create an irresistible landing page content offer

There are two elements to this idea: first – a content offer that will grab your target market’s attention (and their email address) and second – a landing page – which will help to turn slight interest, into someone who is ready to input their email and download your content.

A landing page is a single web page designed for nurturing one action from the visitor. In this case, it would be for them to leave their email in return for your content offer. This piece of content could be an eBook, video or other digital asset. The only question is what your content should be. In short, it should directly solve some of your customers’ pain points through valuable guidance. Wholesalers may create a guide to boosting business for the average retailer; a manufacturer may make a video that demonstrates how their product can be displayed to capture footfall at an exhibition.

This tactic is perfect for gathering emails, building trust and demonstrating your knowledge as an expert in your field. Just don’t forget to create a post including clear wording, such as “Download your eBook” and include a compelling, eye catching image.

 

Five innovative ideas for Facebook lead generation

 

2. Invest (some time and effort) in video

Social media users love visuals – and going beyond mere images, video can be incredibly powerful. Given that Facebook feeds now also automatically play videos on silent, you don’t even have to tempt the user into clicking on the play button.

The question as to what video content you should create will, again, depend on your audience. Whilst the same advice as to providing value to your readers applies, you could also consider creating videos that cover industry news, views, quick tips and your own business news. If you’re looking for quick hit lead generation, then your content will of course need to be focused around this – and should ideally lead from the video, to your website, product or landing page by way of a link.

Videos needn’t cost the earth either, simply plan what you’re going to cover, choose a professional place to shoot from (ideally featuring your business in a great light) and grab your smartphone. There are plenty of free, easy to use, video editors out there (such as Windows Movie Maker).

3. Video (again) – but this time, in real time

If you’re soon to be visiting an event or exhibition (or, better still, having a stand) then you may want to consider Facebook Live. This is video, only live streamed in real time. This can help you interact with live leads on Facebook there and then, as well as drawing invaluable footfall actually at the event over to your stand. An idea for this could include an industry guest speaker for a Q & A (which can help attract delegate attention, if they’re just passing by your stall).

 

4. Create a captivating profile cover image and use your Facebook CTA button wisely

Your Facebook cover provides an opportunity to display your company USP, or current offer, brightly and boldly. Coupled with the Facebook button CTA (pointed out with the red arrow below) and it should help you gain some leads from the moment a user lands on your page. Options for your Facebook CTA button include: ‘Shop Now’, ‘Contact Us’, ‘Use App’, ‘Sign Up’ and ‘Watch Video’ – the latter of which may well be ideal for the videos that you’re yet to create.
Five innovative ideas for Facebook lead generation

 

5. Run a contest or giveaway

FREE. It’s a word that everybody loves, no matter the industry. What your ‘prize’ may be will, of course, differ as according to your business. All this requires is a well-worded post (with an eye-catching image) and a link to your contest’s landing page. Entrants can then leave their email to be in with a chance of winning. Then, with the competition over, you can use the collected emails for email marketing.

Essential tip

Before you get started on your contest you may want to read through Facebook’s rules on contests.

 


Five innovative ideas for Facebook lead generation

These innovative ideas have hopefully provided you with a little inspiration – and if you need tailored, one-to-one guidance, PressPoint Countryside & Equestrian is here to help. Tel: 01953 851513. Email: mail@presspoint.co.uk

 


Oct
11

Your sales funnel: the key to creating consistent business

Your sales funnel: the key to creating consistent business

A sales funnel is a strategic process that, in essence, creates customers. It’s a literal step-by-step process that transitions potential customers or clients, into purchasers and repeat purchasers.

The ‘sales journey’ is broken down into stages – with tools such as emails, blogs, videos and eBooks aiding your potential client in moving along in their decision making process.

There is a compelling argument for rural businesses (which form a huge part of the equestrian industry), having a set strategy in place to harness digital marketing in this way. Namely that they need to make the most of online marketing, as they lack the footfall and on-street exposure that inner town/city and urban businesses benefit from. What’s more, for those in the business-to-business realm, it’s also worth considering that your competitors may already have this form of strategy in place.

If you don’t have a sales funnel already set up, then it’s certainly an element of your marketing that you should consider. Here we take a look at how a sales funnel can achieve the goal that every business aims for – a non-stop flow of consistent business.

What is a sales funnel?

A sales funnel is a journey where businesses will move through three groups:

Leads > Prospects > Customers

Let’s expand on these terms (which may at first appear to be merely marketing jargon).

Leads

Leads are the businesses in your target market who are yet to know anything about your brand, product or service.

You need to make leads AWARE that you exist.

Prospects

Prospects are those businesses in your target market who, after some marketing steps (such as you publishing a blog post or sending an email to a buyer), have discovered your company.

Your need to make your prospects INTERESTED in your offering.

Customers

Customers are the straight forward group – those businesses who then make a purchase. However, even at this stage, whilst they may have decided to purchase, they may still be considering what package, product or service they want from you.

You need to help your customers make the right DECISION

Moving your target consumer through the sales funnel

AwarenessWhen a prospect gains awareness of your brand, they have realised that they have a problem that needs solving. The first point of contact may be a blog post, paid advert or social media post.

InterestInterest is shown when the prospect begins to seek out a solution to his/her issue. Frequently this could be through a problem (rather than product or service) focused search.

For example, an equestrian retailer with a desire to boost their profit margins, may type in “equestrian retail how to boost profit”; however, they wouldn’t type in “equestrian wholesaler” or “horse rug manufacturer”. This is where content creation is critical. Your content strategy should be based solely around providing advice that helps your target market address their problem. Through your content you should subtly suggest that your product or service solves their problem. If you successfully create content of value (e.g. that understands your audience) then this suggestion will be taken care of.

Taking the same example from above, an equestrian wholesaler may create a blog post on the products with the largest margin – and go on to explain how to boost sales of said product. Meanwhile, a horse rug manufacturer may focus solely on educating businesses as to how they can make more sales, or more margin, through promotions of their product.

DecisionWhen a buyer reaches the decision stage the individual is ready to commit to your solution. Through the various points of contact (such as email, blogs etc.) they will have reached a stage where they trust your business. However they’re still exploring – considering various packages, options, products and mulling over available information to inform this purchase. Common tools to convert at this stage include sales pages, direct calls and brochures (although again, this all depends on your business).

If we continue with the examples we’ve already spoken of, then wholesalers or manufacturers may well send brochures to help the buyer in deciding which products are right for them; if the product in question is complex, then video content (such as an explainer video) may help the buyer in better understanding their needs, and how a product may fit within their range.

Beyond the three stages…

When a business makes a purchase the funnel has achieved its aim. However beyond this stage, for some, there are further stages that create a loop. This doesn’t apply to all forms of companies, however given that you’re in the business-to-business realm, it’s likely that your target market does have repeat needs for your product or service. If they do, then further marketing may ensure that continual communication secures ongoing business (which can be achieved through email marketing, blogging, direct mail and phone calls).

 

The sales funnel – Essential tools for each stage

Social networks (Awareness)

Social networks are intertwined with every aspect of personal and business life – you simply can’t afford to ignore them. First, begin by understanding your target market’s social media habits – find out where they’re spending their time, and focus your efforts on those platforms. Look for networking groups for the equestrian community and pages that focus on industry news. Get involved in conversations and contribute your knowledge.

Consider whether there are niche social platforms built for your exact area of business. For those who work in the niche equestrian creative realm.

Comment on other pages and profiles with valuable insight (note here that the operative word is valuable – don’t simply spam your link wherever you’re able).

You may also want to explore social media paid adverts – to serve up your content in front of people who’ve already shown interest in similar companies.

Cold calling and direct mail (Awareness)

Whilst we have focused so far solely on digital means of discovering leads, that’s not to say that traditional methods don’t hold value – indeed, for some businesses they may well be the most effective of all (particularly where the target markets don’t live their lives online).

Cold calling when undertaken by professionals can be incredibly effective. Despite what you may have heard, this medium results in companies securing 50% of sales when they’re the first business to contact the buyer in question.

Equally, if you’re dead set on a less aggressive tact, then direct mail may well be the way forward. This too, has garnered somewhat of an unsavoury reputation – when in fact the stats behind this form of marketing are illuminating.

“Direct mail outperforms all digital channels by nearly 700% in terms of response rates” (DMA)

Networking events (Awareness)

Putting a human face to a brand name and meeting people in person can pay literal dividends. Interactions at networking events can also help your discover new ways in which you can solve the problems that your customers face. This form of building a customer base is often essential if you’re a business-to-business company. These events may also have speaking opportunities – which are a great way of demonstrating your knowledge.

Blogs (Awareness and interest)

Blogging is so powerful for capturing the interest of leads and educating them onwards to becoming a customer. When creating content for your blog, consider using the 80/20 rule – 80% content that’s useful and user focused, 20% content that’s promotional and product or service focused.

Downloadable content/course (Interest)

Known as lead magnets, free content is ideal for harvesting those emails that could then be harnessed for one-to-one communications. Couple an informative eBook or video course that helps your target business in understanding their problem, and you’ll also be building trust and a brand image that shouts ‘go-to expert/supplier or manufacturer’.

Webinars (Decision and action)

Webinars provide a great way of opening up communication – when people view webinars (at least when done correctly) they feel connected to a business. What’s more, having invested some of their precious time, they’re already half committed to a purchase.

Video (All stages)

Video explainers are engaging, bite-size consumable and social media friendly. If you can create video content that addresses your target market’s current problem, or explores their concerns just before they’re ready to commit, then you have a tool that will seamlessly move an individual from one stage of the funnel, to the next.

Ultimately perfecting your sales funnel can be a long and demanding process, however the results achieved with an effective sales funnel in place can be practically unparalleled.

pplogo

If you need even further guidance as to how you can get to grips with content marketing, feel free to contact us.

Tel: 01953 851513. Email: mail@presspoint.co.uk


Sep
11

Building and targeting a successful e-shot campaign

building-and-targeting-a-succesful-e-shot-campaign

Email marketing presents an attractive option for businesses of all shapes, sizes and industries; not only providing an incredible ROI of 3800% (representing a £38 return for every £1 spent according to Campaign Monitor, but also providing a tool that naturally lends itself to the building of firm fans and the creation of brand affinity, whilst offering solid powers of analysis for always improving campaigns. However, this medium is not one without its issues – the main one of which is that a successful Email marketing campaign commands a carefully constructed strategy – which is exactly what we look at here.

Building your email list

Building an email recipient list isn’t easy – and many businesses take the ineffective sort cut of scraping and spamming their target market. This tactic, whereby emails are effectively researched online, and copied and pasted into an email list, is not only a fast track route to becoming considered a Spammer (and potentially becoming blacklisted by your email platform), but moreover is guaranteed to result in nothing other than frustrated recipients and a tarnished brand name.

Sending your emails to those who have actively signed up to them is the only way forward; and ideas for gaining self-submitted names and email addresses include:

– Providing some form of useful free content in return;

– Creating a blog that offers amazing content – if you impress here, your readers will be only too happy to sign up for direct to their inbox updates;

– Running an online contest where entrants need to leave an email address to enter;

– Hosting an online webinar for which viewers must leave their email in order to register;

– Creating a paid search advert that leads to a squeeze page where the goal is to gather emails.

Know your target market (and their issues)

First things first: in order to create a successful email marketing campaign you need to fully understand your target market, and their problems. Most specifically you need to break down the reason why they would use a service or product such as yours – which ultimately can help lead you to crafting a succession of emails that are both of interest to your target market, whilst naturally linking back to your product or service.

Step-by-step: Trust, persuasion and your sales funnel

Email marketing aims to build trust, persuade and, ultimately, nurture a sale. A sales funnel is the buying journey that your target market undergoes from the moment a potential customer discovers your product, to the moment they purchase.

The most successful of email marketing campaigns will include a series of emails that correspond to each step – educating, informing and persuading the reader over the course of the campaign.

This runs contrary to purely promotional emails that may inform readers of an immediate sale – and should potentially be integrated with other channels (such as social media) which can present opportunities for contact and interaction for questions and queries that may arise before a customer is ready to commit.

 Tips for an email shot that converts

  1. Understand the craft of the email headline

There are tried and tested tactics for email headlines that foster solid open rates, namely:

– Opting for a clear subject line that informs, rather than a clever line that confuses;

– Keeping to 50 characters or fewer (anymore and the full line won’t be displayed);

– Personalising the subject line by including the person’s name;

– Avoiding words that email clients pick up upon that will immediately land your email in the SPAM folder, such as:

Percent off, Reminder, Help, Buy, Clearance, Earn £, Make £, Earn, From home, Biz, Cash, Claim, Collect, Income, Get out of, Increase your, Prescriptions, Free, Millions, Urgent, Dear.

  1. Don’t underestimate the power of media

Enrich your email through using images and videos; linking this to the pointer above – including the word VIDEO in your email’s subject line has been shown to increase conversions by between 7% and 13%.

  1. Appreciate the power of impactful copy

The copy within your email should be short, concise and engaging, as well as tailored to reflect both your brand voice, and the language and tone that literally ‘speaks’ your target consumer’s language. All too many businesses underestimate this task, and even fewer don’t appreciate the value of a copywriter’s service in this respect. If you do choose to go it alone and write emails yourself, then research how to write compelling copy before you start.

  1. Include strong calls to action throughout

With every email sent you want to focus on your user taking some form of action, whether this be reading a blog, viewing a video, or buying your service or product.

Your calls to action should reflect this – and they should be short, sharp and highlighted by banners or buttons.

  1. Make it personal

Beyond personalising your subject line, you should also personalise your emails. Write in ‘second person’, and address the recipient as ‘you’ and your business as ‘us’.

Before you press ahead and hit send: Consider the power of A/B testing

A/B testing is where an email recipient list is split into two in order to trial various variables that may impact upon your conversion rates.

This is useful as it can lead to insightful choices and, ultimately, more conversions.

Some key variables to consider testing include:

– The email subject line

– The calls to action (such as ‘Buy now’ versus ‘View our pricing’)

– Which customer testimonials to include

– How the email closes

– Which images you include

– How you personalise the email

– The headlines used throughout your email

Email marketing is a medium that certainly pays dividends when you get it right – however, as with many business building tactics, the importance of testing, tweaking and always improving is essential if it’s to deliver upon all that it promises (particularly that alluring 3800% ROI!).

PressPoint

If you need some help with getting your blogs up and running, Presspoint is only a call or an email away. Tel: 01953 851513. Email: mail@presspoint.co.uk


branding for rural businesses
Aug
22

Dirty Menus and branding for rural businesses

Does this ring any bells?… You pick up a menu, but you don’t get as far as looking at the enticing meal options as the first thing you notice is that the menu is stained with traces of dried food from previous diners.

The image that you form and the emotions that you feel are exactly the same when you come into contact with brands, and sometimes it’s just as negative too! Has anyone got anything good to say about a train company?

But the best brands have a purpose and they have a personality, they breed loyalty and they have value. Think about Barbour, think about Land Rover, think about John Deere, and then think about the premium price they can charge because of the properties which are invested in those brands.

But don’t ever think that this is unattainable or just for the big boys.

An effective and attractive brand is useful in so many ways for rural businesses in the UK, one of PressPoint’s clients is using the brand we created as a signpost to its quality, and to successfully sell their products into the regional arm of a major multiple retailer. In effect, his brand has opened the door to a whole new revenue stream. The retailer really bought into the brand and into the product, and the results are now on its shelves. It’s stories like these which emphasise the need for rural businesses to take their branding much more seriously.

When it comes to thinking about your brand, start at the very beginning. What drove you, or the founders of the business, to start the business? Of course time moves on and businesses change and adapt all the time, but the reasons behind the formation of the business are often at the root of what a business should stand for today.

Our client Allen & Page was founded as a limited company in 1936 but had been producing and selling feeds for a number of years prior to that. Their commitment to only using the highest quality ingredients in the feed they produce, to ensure healthy and happy animals, is as strong today as it has ever been. 

Animal nutrition has changed immeasurably since Allen & Page started manufacturing its feed and the company has kept on innovating to stay ahead of the competition, but each time they have developed or improved a product they have endeavoured to keep it as natural and wholesome as it can be.

Their feed products today contain no GM ingredients, no animal by-products and are manufactured in a drug-free mill. Whilst other feed companies have fallen by the wayside in terms of the composition of their feed, Allen & Page has gained and maintained its accreditation from the major food production and quality control organisations for their feeds, including the Soil Association, the Vegetarian Society and ISO.

This highly ethical stance underpins everything they do – from the way they do business, to their team of animal nutritionists who are meeting people every day and giving people truly unbiased advice on how and what to feed their animals. 

So when we create anything for Allen & Page; an advertising campaign, a product launch, a website or even a humble leaflet we understand that whatever we do create, must be true to Allen & Page’s core principles and crucially, convey to the audience that Allen & Page are still true to its own principles.

We like to think that if the founding fathers of Allen & Page could see their business today, they would very proud of the brand which has been created from the ethos they instilled all those years ago.

Whether you’re looking at your brand for the first time or looking to bring it up-to-date, don’t get too caught up in the marketing speak we agencies use as shorthand for common sense marketing principles. In future blogs we’ll attempt to demistify the jargon which surrounds branding for rural businesses and give you some hints and tips to help you understand how you can create a successful rural brand.


Jul
11

Feeding the beast: Content Generation and Social Media Marketing

Feeding the beast: Content Generation and Social Media Marketing

Content was, is and always will be king. For anyone within the marketing realm, this may well be the widest and most well-known online marketing saying of all. However, we now live in the age of social media where ‘content’ is simply swallowed at an alarming rate. How does a developing business keep up?

Blogs, videos, infographics and podcasts all serve to drive traffic from the richly diverse collection of social media platforms, over to your website. Content also has the ability to build firm fan bases, as well as secure affinity with your brand.

Your sales funnel serves as your company’s lifeblood: think of it as a continual content creation and social media marketing process – where leads are nurtured from cold to super-hot, where individuals begin as unknowns and end up as repeat purchasers: think of it, as feeding the beast that is your business.

Time and resource rich? We thought not.

A content strategy is as far removed from writing about your products and services as it possibly could be. It takes considerable time to craft a message that consumers care about – and even longer to affect a strategy that will see your content featured in the right places, in front of the right eyes.

According to the LinkedIn Technology Marketing Community, 51% of companies lack the time to create content. Unfortunately, all too many equestrian related businesses lack the time, resources, or both, to create content that matters and put in place a social media strategy that pays any form of dividends; and the result? A lacklustre performance where your time, effort and marketing budget is often wasted.

So, just how much time and resources do you need?

Let’s get to grips with exactly how much time and resources content creation and social media marketing commands – at least when it’s done in an effective way.

Research from the Social Media Examiner has recently found that 81% of marketers could achieve increased traffic with 6+ hours per week spent on social media marketing. Yet this is for the social media side alone – the actual creation of content commands a whole new level of resources which must be managed, potentially including a mix of experts, such as a copywriter, a social media marketer, an SEO expert and a content specialist for media focussed pieces (such as a graphic designer for an infographic or a videographer for video content).

Quick tips on satisfying the appetite

Content: It’s (mostly) about getting into the mind of your target consumer

Now you may be thinking that, as a PR company, we would say that content creation and social media is time-consuming – after all, wouldn’t we prefer that we win your business?

However, there are ways in which businesses can, at the least, begin to feed the appetite of the beast; and here are three tips that represent the most fundamental of all content creation concepts.

1. Content creation: it’s not about you – it’s about them

Further research by LinkedIn Technology Marketing has found that the top three elements of effective content are: Audience Relevance (58%); Engaging and Compelling Storytelling (57%); Triggers a Response/Action (54%). This order creates some semblance of focus for your content creation efforts and underlines that, first and foremost, your content must be relevant to your audience.

Content that helps address your target market’s pain points is the most valuable of all – yet in order to do this you need to understand who your target customer is, and what issue, or issues, it is that they face and you solve. Content that sits neatly between your product or service, and their pain point, is exactly where you need to be.

You should also consider how your competitors are mastering the art of valuable content – do they give away guides or exclusive access to certain blogs in exchange for an email address? Are they experiencing much engagement on their social pages from followers who can’t help but ask for more information?

This must run alongside promotional content – such as press releases and news features, which serve to attract both attention and build knowledge around your commercial activities.

2. Be a clever curator

Original content is a must in this day and age. Not only does it signal to the mighty search engines that yours is a website worthy of a respectable position, but it also illustrates you as a thought leader, industry expert and a brand with a voice worth listening to.

That all said, the most effective of content strategies will have an element of content curation, which is harnessing the works of others to add value to your message. This could be as simple as re-publishing another company’s infographic, or re-blogging an expert’s recent post. When doing this you must ensure that the source you seek from isn’t in direct completion with you (and don’t forget to request permission and credit the original author!).

3. Content quality control

Last but not least you must create quality content – and this goes beyond merely ensuring your copy is free from spelling errors.

When we talk of quality, we mean elements such as tone and language – both essential for connecting with your audience. Too informal and your brand may come across as far too relaxed to be entrusted, too formal and you may appear wooden, stiff and insincere – neither of which will do much for your business.

Your copy must also be easy to scan, with an engaging first summary paragraph; short, snappy sentences and concise yet engaging subheadings. This is all completed by there being some form of call-to-action – be it influencing the reader to leave an email address for further updates, or encouraging the reader to place an order there and then.

Social Media

Social media is the Ying to content’s Yang – without each you simply can’t strike the balance that attracts eyes and wins hearts

Your target market – where in the world are they?

Think that you need to be on every social media network going in order to reap the full results from all of your hard work? Think again. Not only can this be time-consuming, it can also be damaging to your follower numbers, as those who take the time to follow on more than one platform are served up with the same messages on both. When you do this – you’re considered only as a business who clogs their feed – a spammer. Ultimately – this can lead to unfollows and unlikes unilaterally.

To this end, you first need to know where your target market are and then you need to know what content should go where in order to nurture those clicks over and away from their original, social media source.

Don’t neglect the message that accompanies your content links – nor the images that are displayed alongside them

Once you’ve given blood, sweat and tears to your latest piece of content, you shouldn’t do away with all of your hard work by posting in haste. Take time to craft the status update that is responsible for grabbing your users’ attention, and carefully select an eye-catching (and relevant) image that could contend against the best of cat memes any day of the week.

Track, track, track

Above all else it’s vital that you track your social media efforts and the successes (and fails) that you’ve achieved. This is the only way in which you can improve what you’re saying and how you’re saying it.

Key metrics to track may include: shares, likes, re-tweets, follower numbers and comments; whilst off-site metrics include: average page visit duration, blog comments and search engine position.

We speak your language, we know your customer

The world of equestrian and countryside focussed businesses are often faced with one rather mammoth problem when it comes to PR services: the many glittering PR and marketing firms out there simply don’t ‘get’ you.

We speak your language, and we know your target customer – inside out, and back to front. For 30 years we’ve been working alongside companies such as yours in crafting strategies that make people care – with content that compels and social media plans that boost bottom lines.

Unless you find yourself in the enviable position of being both time rich and resource rich – there are our services; and it is these services that free businesses such as yours from the demanding requirements of feeding the beast, day in, day out. It’s also what allows companies exactly like yours to focus on the stuff that they’re really good at: such as running their business, and delivering products or services that delight.

Feeding the beast: Content Generation and Social Media Marketing

If you need some help with Content Generation and Social Media Marketing, Presspoint is only a call or an email away. Tel: 01953 851513. Email: mail@presspoint.co.uk


Content Marekting Graphic
Jan
04

How to understand and fix content marketing problems

Ensuring that your content marketing looks as good as possible is extremely important, yet many people make mistakes, most of which are totally unavoidable. What are the most common problems and how do you fix them?

Having a strategy will help you to steer your content marketing in the right direction. You have to understand who you are creating the content for and what you would like them to get from it. If you do not asses this from the outset, then you will have problems. Firstly, think about your customers: who are they and why are they reading your content in the first place? You have to realise where your brand is positioned as a result of this content. Once you have worked this out, then you can make subtle changes to your content as are necessary to see increased awareness, leads and sales.

Social media moves at a fast pace and fighting to respond as quickly as possible to posts can cause issues if you don’t stop to think about your response properly. You need to seriously consider how the content will be interpreted and how those viewing it can and will engage with it; because if you get it horribly wrong it can stick with you for a very long time.

Content marketing is not about you. It is all about your audience and those you are trying to connect with. This means that your content has to be relevant, which in turn means that you do not have to be in line with the current trends but that you fully understand what ‘your’ target audience is interested in. To understand this, use analytics to find out what they are looking at on your site, but also to find out what is being shared. Find out what successful content your competitors have been creating as this can help you understand the needs of your customers and by making sure you are authentic is crucial because this is what they expect.

There is no issue with you stamping your company name and logo on all of the content that you create but this is not the way it should be done. Some of the most effective content comes lightly branded and in some instance even non-branded and totally generic. Research shows that many people are now conditioned to ignore anything that remotely resembles an advert so if your audience are not responding in any way then there is a possibility that you could be over-branding. To solve this issue try delivering content that is relevant and useful, whilst ensuring that you give branding more of a background role.

It is quite surprising to find that many people still believe content marketing should include many keywords but this is not the case because a content strategy that can stand the test of time has to have the right content because the aim is to make it easy for people to find you and then keep them there. Thought leadership articles and key opinions should not be underestimated because this can really make your value stand out to your audience.

If you are creating content that you plan to use to target every channel, every day, then you are going to find It difficult because if you are trying to put your content out there, to everyone, you will not be marketing yourself effectively. To deal with this problem create excellent pieces of content and then turn them into other formats and this can be done by sharing key points through social media, creating podcasts and extracting quotes to create ‘quiet’ graphics.

 

 

 

 

 

 

 


Social Media including Instagram
Oct
11

Instagram marketing and its benefits

Instagram has over 300 million users and a large proportion of these are young adults. From a marketing perspective it enables you to really reach out to consumers who use the site. As a platform, it provides an opportunity to give your brand a personality and presence, which is why it has a number of benefits when it comes to marketing.

  1. The visual impact that Instagram offers cannot be ignored. It is the perfect platform from which you can show off your products. Make your customers think differently through portraying your products in a number of different ways.
  1. Instagram has grown extremely quickly in the last year, in fact it has the fastest growth of any other social site, proving that its popularity should not be ignored!
  1. Instagram is owned by Facebook, which means that it can make excellent use of demographic data to ensure that the right content is directed at the right people.
  1. Instagram is now seen as the main way of engaging with users when it comes to branded content in the world of social media. Branded content on Instagram created a per-follower engagement rate of 4.21% which is higher than that of Facebook or twitter. Therefore, interaction with customers is improved and relationships can be created.
  1. There is every possibility that your customers are already discussing you and your business on Instagram, especially if they have visited you in person. An example of this is hotels, bars and even restaurants where customers Instagram photos of their rooms and meals they have eaten along with comments and feedback which could be valuable. The simplest way to find out whether you have been posted about on Instagram is to post a picture yourself and tag the location of it. Once it is submitted and live you will be given a link that will allow you to see every other picture that was taken in the same location.
  1. Instagram enable users to link in their content with other social media platforms. This is a feature that you have to enable through the settings but it will mean that you can share to both Facebook and Twitter at the same time. This will make your post more powerful and will reach a wider audience. Also, make sure that the content you post is relevant. The marketing capabilities of Instagram are huge but you have to get it right in order to make your brand feel real which in turn makes it personal to those who follow you. If you create images that are replicas of the kind of adverts you would see on advertisement boards then members of the public cannot relate to it. Instead help them build a picture and visualise your image in their world. The whole aim of this is to keep it real and authentic because that will allow you to really maximise the potential of Instagram.

On the whole Instagram is massive when it comes to marketing and it has huge benefits that can really give your brand an image whilst connecting with people.

PressPoint Countryside Logo


Branding
Sep
29

The difference between iconic branding and fashionable trends

When developing your brandING you need to know the difference

Brand development is a process which should be handled with a long term strategy. Unfortunately, many brands emerging into the current market are not geared to the iconic but to the fashionable trends of the current market. These brands are currently seeing a draw to their products and services but once the fashion trend shifts, the branding will become obsolete. Understanding the differences between iconic branding and fashionable trending is essential to any business’ success.

Iconic branding is more than just a logo

One of the biggest mistakes with current branding trends is that the branding focuses primarily on the logo. Yes, you need a strong logo, but let us consider that if the logo is developed to current trends instead of proven sustainably, the logo is subject to revisions in the future. You can see that there are a few major corporations which have jumped on the logo branding train. Where a company may have a logo that has fonts and branding, if the logo of the branding is consistently having to change to keep up with the shifts in the market, then that brand is not iconic but fashionable. Worse, the branding is based upon a logo which is based upon fashion trends. Such a methodology in creating your branding is doomed to fail as the trends in logo design are consistently changing. Something as subtle as a trend shift from a specific color could cause your whole brand to falter.

Fashionable trends follow companies which are popular. Icon companies follow the successful ones

When planning branding strategy, a company needs to focus on the most successful companies, not the most popular. Branding and company worth is quickly established by some companies because they have a gap, which they can fill for a time. Do you remember how popular the Duck Dynasty and Duck Commander branding was a few years ago? Many outdoor companies focused their branding to mimic that of the company. But where is the popularity in the brand now? Many of those companies which followed the trend have to re-envision their branding strategy.

Modeling your branding after an iconic brand increases your chances of having an iconic brand yourself. Companies such as Coke, Apple, Caterpillar, and Microsoft have stood the test of time in their branding. Those which are establishing their brand should look beyond the logo and see how these companies have established their brand. How has the company used mobile marketing? What PR strategies have been used to build the brand? By understanding the mindset of these iconic companies, you can implement successful techniques to set your business a head above the others.

There is a difference between being modern and relevant and being “trendy”

Though it may upset a few companies, it is worth stating. Windows 10 branding for other companies is a fashion trend. Every Dick, Jane, and Sally is using the monotone colors in their branding so that it will “look good” on the OS and mobile devices. While companies should not abandon the desire to have such a graphic “accompanying” their branding, building an entire branding and marketing strategy based upon this trend is a dangerous and (quite frankly) cliché move. Establish a brand that will be sustainable when the minimalistic trend is over.

So, how do I determine if my brand is iconic or trendy?

The best way to determine if your brand is iconic or trendy is to ask yourself a few questions:

  • Is my branding dependent upon my logo?
  • Is my branding modelled after a company which has not been established for decades?
  • Have I focused on marketing strategies and PR?
  • If the desired market were to shift tomorrow would my company’s future be in danger?
  • If you were a customer and presented with your branding would it be unique or would it look like everyone else’s? Are you distinguishable?

If you answered yes to any of these questions, then the odds are that your branding has been mismanaged and developed to meet the current trends. Whilst your business will not fail, it is predictable that you will have to redesign your branding in the future. As we have seen, even if you are successful with your product, if you do not have a strong branding there is no way to tell you apart from all the other businesses out there.

We are here to help

If you find that your branding is less then iconic and want to establish a brand for your company which will stand the test of time, or if you have any enquiries as to the branding services offered by PressPoint please feel free to contact us.


Mobile Marketing - Countryside and Equestrian Blog
Sep
01

7 Reasons why the Mobile Market is where you should target your branding

How modernisation of your branding into new technologies will help your company.

When it comes to branding, there are many strategies which are effective. Yet, a great deal of the strategies fails to see the golden vein of mobile marketing. Recent research has shown that one out of every three people on the planet have a mobile tablet or smartphone. Facebook has reported that they have user accounts for one out of every seven people, and YouTube has stated that over a million videos are streamed each day. Now, consider traditional marketing and branding. You will see that although it is still important, that there has been a paradigm shift away from such mediums. Here are seven reasons why you should focus your branding on the mobile market.

Number One: mobile branding markets to the current masses

Branding which is geared to the mobile market maximises a businesses exposure. Where it may be that word of mouth carries a great deal of weight concerning a business’ brand, the internet is the new voice in which it is done. Internet usage on social media sites in the UK averaged 35 hours per month per person (As reported on thegaurdian.com )

Number Two: you have to have a website anyway, why not integrate it?

Any professional business needs to have a website. Due to the algorithm changes implemented in April 2015 by Google, those sites which are mobile friendly will receive higher SERPs (Search Engine Result Pages) than those which only have a laptop or desktop oriented page. Google is also discussing the integration of the social media into their algorithm. So to help your branding and SEO it is best to have it geared to the mobile market.

Number Three: mobile market branding establishes your business as modern

Businesses which use mobile technology, specifically in building their brand, are seen as being modern and up to date with the latest methodologies of business. Consider, if a business is relying only on business cards, a nice sign outside their business, and some local advertisement, their brand is really not saying “Hi, we are modern, we embrace technology”. Rather you are giving the message that you are set in your ways and that there is no bit of technology which will change that. Whether this may or may not be true, you do not want to convey that in your branding.

Number Four: branding through mobile media builds trust

One of the keys in having a great brand is having transparency with your business. If the consumer is made to feel like they can contact you through social and mobile media your businesses brand will become stronger, especially if you have a dedicated way in which for your customers to do so. Businesses which have no mobile and social integration are often seen as being distant and as trying to “cover something up”. If you want to establish a great brand for your company you need to be connected to the customers to whom you are selling your products and services.

Number Five: mobile marketing in your branding gives you quicker feedback for your business/services

Customer engagement and response time in the mobile world is almost instantaneous. You can quickly gauge how your brand is performing using customer engagement surveys, social media, apps, and so on. On the other hand, if you are not targeted to mobile marketing strategies in your branding, you have to rely upon field studies and analysing hard data. This is tedious, and realistically becomes outdated by the time it is completed. By allocating a great potion of your branding and marketing to the mobile market, your feedback upon your products and services will be guided quicker and more efficiently.

Number Six: brand accountability is maximized on the mobile market

Accountability is among the top things which make or break a business. If a consumer believes that a business does not care about their product or services, the business will fail. If a business has great services they need to build customer loyalty for the product or service. Whether you like it or not, your business is already being held accountable online. Posts and shares about your business are already on the internet. It would befit any business therefore, to ensure that they are focused on creating the branding that they want (and not give the power to the customer to create your brand) online.

Number Seven: mobile marketing is the least expensive and most extensive methodology to expand your brand consciousness

Where you may have a great brand and a great marketing team (which I hope you do), nothing will come close to reaching the market that your brand will reach if it is made for mobile marketing. With mobile marketing you can have apps for easy access to your brand, others can share and comment on your branding, the base is global, and you do not have anything but time that usually has to be invested.

PressPoint Countryside Logo

 


Equestrian Marketing
Aug
14

What does it mean to be a countryside marketing company?

DELIVERING the personal touch at all levels of business

You may have noted that there are a few companies out there which state that they are countryside marketing companies, but what does this actually mean? There is really no definition that can be found when you google “what is countryside marketing”. Instead, you get a list of different companies that offer the service, but no explanation. This article is intended to help explain what we think countryside marketing encompasses.

Countryside marketing does not mean you have to invest in the country

Countryside marketing is not just catered to small businesses and country residence. There are several large companies which use the services offered by such companies. Where the main focus is generally oriented to those that live and work in the countryside, it is not necessarily exclusive to those businesses that do.

Countryside marketing is a mindset

When countryside marketing is mentioned, a business is referring to the personal touch which is lost when using many urban oriented staging companies. Corporations and those companies which are focused upon city companies, typically have a manner which is to the point and a bit rough around the edges. Why is this? Urban companies have to work quickly and efficiently with large corporations that have very strenuous constrictions, deadlines, frustrating boards of executives, and financial advisors.

While we are not saying that every business is like this, we have found that countryside marketing is more “personal”. We are in no means slack in our approach however; we do believe that we focus more on the relationships between our clients than those companies which focus on corporate giants.

Our mindset is that your business is your only concern and that when we allocate time to you, it is our only concern. We are not thinking in the back of our minds about other clients, or how we can upsell services to you, we are here to work with you so that you reach your business goals.

What does Countryside Marketing cover?

Most countryside marketing companies such as PressPoint offer all the same services you would expect from a large corporate marketing firm. Marketing, PR, digital marketing, branding, media buying, graphic design, and publishing are commonly found. A great deal of businesses which choose to use the services of a countryside marketing business are either based rurally or have a rural customer base themselves. Some are often in the early stages of brand development, in need of a re-evaluation of their current marketing and branding, or want a fresh new approach to establish a new strategy or campaign.

Companies which have an established brand may find that they are not getting the customer responses which are desired. A countryside and equestrian company will analyse the areas which are showing positive responses and those which are getting negative feedback. Customer engagement will be the primary way in which your company’s performance will be tested. However, you can also expect to have time allocation, accountability, transparency, PR strategies, and mobile marketing addressed.

Everything that an city company offers most countryside companies offer as well, we just do it with a bit more personality and care.

Why should you choose a countryside and equestrian company for your marketing

Businesses which want to have a more personal approach to their infrastructure as it pertains to their marketing, branding, and time allocation and accountability do better with countryside and equestrian focused companies. As a general rule, the countryside companies will be more one-on-one with your business and branding strategy, whereas a company which in oriented to impressing boards and investors will be more apt to give you their strategy in stages.

For example: If you are developing a logo for your branding and you are a small business or a sole proprietary, then you want to be engaged with a company which can give you several ideas as to the best branding for not only mobile marketing and online branding but for printed marketing as well. A countryside company will explain to you the various designs, gain your input, and show you various options. The brand will be designed and marketed around your business. However, a corporate marketing agency which has limited time will take your business information and make a few logos based upon branding trends from which you will be instructed the best way to make it fit your business.

The main difference is that with countryside marking you are treated personally and your business is the bottom line. In a major corporate marketing firm, the bottom line is their priority, which is gained through your business.

Do you still have questions? We can help

If you have any questions regarding countryside marketing or the differences between our services and those of the more urban businesses, please feel free to contact us.

PressPoint Countryside Logo