Could your photo be on the front cover of Local Pages?

Just think… when the next edition of Local Pages drops through thousands of letterboxes in your area… your photo could be on the front cover along with a name check.

To enter:

Take a high quality picture in and around your town that you think others may find interesting.

Send your photo to marketing@localpages.co.uk stating your name and where the photo was taken.

Photo deadlines for the next few editions are as follows:

  • Warminster & Westbury – 25/09/20
  • Midsomer Norton, Radstock & Paulton – 25/9/20
  • Chew Valley & Mendip Hills- 16/10/20
  • Abergavenny & Crickhowell- 22/10/20

Note for businesses – If the front cover features you working in the area we’ll also give you a free enhanced listing online!

Professional photographers – If we use your photo we’ll give you a free boxed listing in the directory.

Get snapping…

*

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Local Pages: Connecting local businesses with local people

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Market Research Advice for Small Businesses

lp-logo-30px  Research your market

Before investing any money on developing or advertising a new product or service, it is important to find out if anyone wants it. Researching the market enables you to test your idea, evaluate the competition and check to make sure your idea is viable. 

The following headings will help guide you through the process.

lp-logo-30px  USP

The first thing you need to discover is what sets you apart from all the other competitors in the market. There is  a temptation to say that the people within your organisation is what makes it unique. Unfortunately, that’s not good enough. Consider the following:

  • What does my product or service provide that is better than anything else available?
  • How can I go the extra mile to ensure my customers have the best user experience?
  • Is my product or service required by the general public or is it more niche?
  • Can my product or service solve my customer’s problems in a way that’s never been done before.
  • How is my product or service easier to use than that of my competitors.

lp-logo-30px  Customers

It is essential to know who your customers are so that you can tailor your products and services to meet their needs. Defining them will also help you build a relationship with them in your communications. It is highly probable that you will have multiple customer types. To help you identify your customer types consider the following:

  • Who is buying similar products and services?
  • Create a picture of each of your ideal target customers based on their demographic (age, gender, profession etc.), likes, dislikes and behaviours.
  • What needs or problems will your products or services solve for each of your customer types?
  • Will your customers types be interested in paying for the products and services you offer?

lp-logo-30px  Prices

Once you have established that there are customers for your products or services, you then need to find out how much to charge. Consider the following:

  • What prices are being charged for similar products and services by your competitors.
  • Ask potential customers how much they would be willing to pay.
  • Could you charge different prices to different customers based on levels of service or quality?
  • Could you offer discounted packages of products?
  • Try some either or questions with different customer types to find out what your product or service is actually worth.
  • Once you have decided on a pricing structure, ensure that your business idea is still viable.

lp-logo-30px  The Competition

By finding out what your competitors are doing, you can challenge them on price and service.

  • Check out what people think of your competitors’ prices, levels of service and what could be improved by asking their current customers.
  • Research your competitors online, through trade associations, trade publications, market reports, local chamber of commerce and their advertising
  • Ask your competitors questions either by phoning them or email.

lp-logo-30px  Product

If you are developing a product it is essential to find out what potential customers think of it. 

  • Develop a prototype to test it.
  • Use focus groups to obtain a wide range of opinions.

lp-logo-30px  Tips

  • Use questionnaires and surveys. 
  • Surveys, questionnaires and focus groups can be carried out simply and cheaply using online platforms like Mailchimp, Survey Monkey and social media.
  • All answers should offer a score or opinion rather than a yes or no.
  • All questions should be clear and concise.
  • Be wary of questions that could be misinterpreted
  • Encourage both positive and negative responses
  • Ask a reasonable number of people to get a better perspective.
  • Do not try to lead people to a particular answer.
  • Be realistic and remember that people don’t always say what they feel.
  • Get qualitative data that involve thoughts and feelings
  • Get quantitative data that involve facts and figures that can be measured.

lp-logo-30px  A Continual Process

Market research should be done continually. Once you become established in a market, your competitors will look to copy and improve on what you are doing to reclaim their lost market share. By regularly testing and researching your market, and adapting your products in light of any feedback, you should always stay one step ahead. 

lp-logo-30px  For more information…

For help with market research or generating leads call the marketing team at Local Pages on 0117 9231122 or email us at marketing@localpages.co.uk

 

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Time to Reclaim our High Streets

During the lockdown period, more and more of us have been discovering that long queues outside supermarkets can be avoided by shopping at smaller retailers on the high street. Butchers, bakers and greengrocers have all seen an increase in customers during the last three months. But what happens after ‘Lockdown?’ Will we all go back to buying from the big national chains or will we remain loyal to the retailers who continued to offer exceptional service when the going got tough?

At Local Pages, we believe it is time to reclaim our local High Streets and carry on spending locally. This is why:

10 Great Reasons for Shopping Locally

1 – Your money stays in the local community.

According to research by the Centre for Local Economic Strategies, for every £1 spent in local businesses 63p is invested back into the local economy, where only 5p is reinvested when money is spent shopping out of town or online. Research by American Express also found that house prices close to thriving town centres are likely to rise faster than similar houses in areas where there are few local shops. 

2 – It’s quirky and fun

It’s much more fun searching around little streets full of quirky little independent stores than visiting the national chains that all sell a variation of the same thing. Small independent retailers know the local market and stock items that appeal to local people rather than the masses. This means they are more likely to take risks and stock a more diverse range of products; items that you may not be able to find anywhere else. Local shops also support local artists and designers, so you could end up buying something truly unique.

3 – It helps create local jobs

Last year it was reported that independent businesses accounted for 60% of employment and 52% of turnover in the UK. Independent businesses tend to pay more as a proportion in local taxes than their larger counterparts which means more local investment leading to more local services, more jobs and a better quality of life. 

4 – It’s good for our health

Buying locally improves our well-being. By encouraging us out of our homes and places of work, we interact with others, breath fresh air, gain new experiences, give ourselves a sense of purpose and see life from a different perspective. Shopping locally is also a valuable form of physical exercise. Walking to and from the shops combined with carrying our purchases increases our heart rate and muscular development. Research in America by the Cambridge Journal of Regions, Economy and Society, found that there were lower rates of mortality, obesity, and diabetes in areas where there was a high volume of thriving local businesses . 

5 – It’s the ethical choice

Local butchers, greengrocers and other suppliers of fresh produce often supply a high percentage of food that is produced locally. Not only does this reduce the amount of fuel required to get the food from the farm to your table, but it also decreases the amount of plastic packaging necessary to transport food over large distances. As well as being fresher, locally produced food is also often tastier and contains more nutrients and less preservatives.

 

6 – It encourages entrepreneurs

By shopping locally you are encouraging the success of local businesses. This inspires other entrepreneurial types with a passion for growth and local communities to do the same. As new businesses are created they look to fulfill the continually changing needs of consumers.  This leads to an increase in innovation and a constant turnover of new products and services.

 

7 – It helps build communities

Many high street stores including bookshops, cafes and craft shops host events to entice customers into their premises. If the businesses are not supported, the local groups that use them tend to disappear too.

 

8 – Great for advice

Local shops know their products inside out and want to share that knowledge by helping you whenever they can. Not only can they advise on how something is made or used, but they can make other recommendations based on your needs and budget. It’s a more personalised shopping experience than can be offered by a national chain with the emphasis on helping you buy, rather than selling you something you don’t need or ignoring you altogether.

 

9 – Great for Price

Most local shops are just as competitive as large retailers with the added advantage that you can normally haggle on price; something you cannot do online or in a chain store. Many local retailers also offer loyalty schemes offering extra discounts and free merchandise to those that shop with them regularly.

 

10 – Try before you buy

It sounds obvious, but by trying clothes on in a store you can see how they fit and feel before you buy them. When buying furniture you can check how comfortable the sofa is or inspect the quality of the materials and construction. Looking at pictures online can never take the place of the tactile experience. What’s more, in most cases you can take away your purchases there and then for instant gratification without the added worry of possibly having to organise returns, exchanges or asking for your money back.

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Invest in Your Business Now for Future Success.

To succeed in the future… you have to act NOW!

Like many of the businesses that advertise in our Little Blue Book and online directory, Local Pages is a small family business. During this time of economic uncertainty we have been looking to learn lessons from the past to shape and determine our future. This is what we have learned:

  • It will be those that continue to market their businesses who will reap the benefits later.
  • Business goes where it is invited. 
  • If you don’t advertise and engage with your customers, you will be forgotten.
  • If you don’t advertise and engage with your customers, they will assume you have gone out of business
  • If you don’t engage with your customers, your competitors will.
  • Marketing = leads = sales = food on the table
  • Control the things you can control and adapt to the things you cannot change.
  • The way things have been done in the past are not the ways that things will be done in the future.
  • We need imagine future working practices and alter the way we work to meet them.

Therefore, at Local Pages we are embracing this period of uncertainty by increasing our marketing activity and adapting our working practises in order to better support our customers, staff and suppliers.

Our business has grown in the past few years due to us keeping our promises and generating low-cost, affordable leads for our customers through our online and printed media. By continuing to invest in our marketing now, we are determined to build on that past success and come through this economic downturn stronger than ever.

We encourage all businesses to do the same. Which brings us to…

 

10 reasons why you should invest in our Little Blue Book

1 – The current situation will not last forever and when it does end our little blue books will be in even greater demand as people look to buy goods and services from local people they know and trust.

2 – By booking now you are investing in the long term as each book generates leads for 12 months. 

3 – One of the reasons the Little Blue Books are so successful is that we can prove they work by offering all our customers unique, trackable phone numbers.

4 – Local Pages is one of the cheapest and most cost effective advertising media available as it generates high quality leads from less than £3 per week. 

5 – Every booking during the current lockdown (minimum 30th June, 2020 comes with a free enhanced listing on www.localpages.co.uk where over 200 people each day search for businesses like yours.

6 – Where possible we are offering a range of flexible payment terms allowing you to spread the cost and protect your cash flow.

7 – Free graphic design to create eye catching adverts that engage and entice new prospects.

8 – People like to buy from local people. Your advert will be seen by people local to you who want your products and services with very little wastage.

9 – Every customer is offered a free digital consultation to ensure their online activity is optimised to generate leads..

10 – For over 40 years Local Pages has been a tried and trusted source of leads for local businesses. Due to public demand, we are printing and distributing more Local Pages directories than ever before and promoting their use through increased marketing and highly targeted advertising campaigns. This means your business gets even more awareness for every £1 invested.

 

For more details email info@localpages.co.uk or call 0117 923 1122

 

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20 Top Tips for Creating Engaging & Informative Content

Everyone in business knows that we should be engaging with our customers on a daily basis with rich, informative content. It sounds great until you actually sit down, switch on your computer… and then stare at it for an hour because you don’t know where to start.

So to help get your creative juices going, here are our top 20 ways of engaging with your customers online.

1 – Infographics – Create some visual representations of ideas and information found on your website. Infographics are so much more interesting (and often more informative) than large passages of text.

2 – Memes – Those little videos and images with witty comments are often the messages that go viral.

3 – Videos – Create videos (short & sweet) giving information regarding your products and services. Don’t worry about how you sound or look like, non-professionally produced videos appear much more authentic.

4 – Product Reviews – Got a new product? Put together a product review to allow customers an insight into what you really think.

5 – User Generated Content – Get customers to produce content for you. Share stories and content from third party websites you find interesting or promote good practice.

6 – How to Guides – Put together a range of helpful guides aimed at people that use your products and services.

7 – Lists – People love lists and they improve talkability. Even a list like this one!

8 – Photo Galleries – A picture paints a thousand words. Create galleries of products and theme them to make them more interesting.

9 – Case Studies – Use these to show the breadth and depth of what you have to offer your customers and underline how great you are. Make sure they’re up-to-date and are heavy on pictures and light on text.

10 – Client Testimonials – Testimonials build trust and loyalty. So when a customer says what you did was great, ask for it in writing. Better still, ask if you can film them saying it.

11 – Newsletters – Keep in touch with your email subscribers with a monthly update featuring new products and the highlights of any articles, blogs, videos and social media posts you’ve put out that month.

12 – GIFS – Use clips from videos embedded with text to demonstrate a point.

13 – Events – Create online events like Zoom webinars to engage with your customers , record them and share with others that couldn’t attend.

14 – Images – Use, wherever possible, original images to demonstrate and reinforce written messages.

15 – Podcasts – To convey ideas that don’t necessarily require visuals, put together some podcasts on various themes that may interest your customers.

16 – Slideshares – Get innovative with Powerpoint or Keynote and create decks of slides to inform and engage with your customers and share them online.

17 – Blog Posts – If no one was interested in opinions, they wouldn’t buy newspapers. Get your thoughts down in order and publish them. Try to ensure they are not time sensitive and can be read anytime.

18 – Newsjacking – Take a news story and use it to create content that will attract positive exposure for your brand.

19 – Press Releases – Directly target the media with industry news that may be of interest to their readers.

20 – Polls – Create polls to get your customers voting and seek out their preferences and their dislikes.

 
 

If you need help with any of the above, contact the Local Pages team on 0117 923 1122 or drop us a line at info@localpages.co.uk

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Staying Afloat on a Sea of Uncertainty

We are now several weeks into the lockdown with several more weeks to come. For most businesses there has never been such a period of uncertainty. So rather than dwell on the negatives of the situation, I would like to consider the certainties and how businesses can seize the opportunities to emerge from the lockdown stronger than they were before.

Ten Certainties

  1. The lockdown is not going to last forever. Hopefully by June the restrictions will be eased enough for most businesses to get back to some kind of normality.
  2. There is still a demand for products and services. Just because people can’t go out and are socially distancing themselves doesn’t mean that their wants, needs and desires have changed.
  3. Not everything can be bought online. Personally, I’m waiting for a new carpet to be fitted and, although Amazon may be efficient, laying a carpet is not one of their strong points.
  4. Consumers are currently storing up cash that they cannot spend because there is nothing to spend it on. It will be burning holes in their pockets.
  5. When the lockdown is over there is going to be a massive spending spree as consumers celebrate their freedom with their newly acquired wealth. Happy days!
  6. Many businesses are cutting costs and slashing their marketing budgets to save money in the short term without considering the long term consequences of their actions.
  7. The businesses that are most prepared by continuing to have a presence during the lockdown are the ones that will reap the greatest benefits.
  8. People remember winners and those that are willing to take risks. They quickly forget those that sit back and do nothing.
  9. Marketing is more important than ever during an economic downturn. Marketing = Sales = Success
  10. We are currently in a period of great change and with change comes great opportunity.

Ten Opportunities

  1. Be the brand that people remember. Keep your name in front of existing and prospective customers so that they can see that you are a positive force. 
  2. Take advantage of the fact that your competitors are advertising their services less by advertising your services more. That way you will get a lot more ‘bang for your buck!’ and you’ll be well ahead of the game when all this is over.
  3. Look for new ways of using your skills and experience when interacting with your existing customers and prospects. For example, at Local Pages we’ve used our online directory expertise to create an online Community Hub connecting people with charitable organisations and support groups.
  4. Understand the needs and motivations of your customers and reach out to them in order to solve their problems with warmth and empathy. For example at Local Pages, we’re helping clients overcome cash flow difficulties by offering deferred and weekly affordable payment options.
  5. Rather than spending your advertising pound on selling your products, spend it on creating value in your brand. The reason that Heinz Baked Beans are five times more expensive than a supermarket’s own brand has nothing to do with the contents inside the tin. It’s because Heinz invested in the brand and the brand has become synonymous with reliability and quality. 
  6. Don’t rely on the past.. Who would have thought only a few weeks ago that oil companies would be in a situation (at the time of writing) where they have to pay customers to take oil off their hands. Nothing lasts forever. Consider how your business will need to change in a new world where environmental concerns and social distancing could be the new norm.
  7. Instead of cutting costs, take a look at how you can change your business practices to make them more efficient. By making adjustments now, when you have the time and resources to do it, you can reap huge benefits in cost savings later.
  8. Don’t take your clients for granted. Now is the time to reach out to them, thank them and ask if there is any way you can help them. People buy from people. Looking after your customers when things are bad creates future customer loyalty.
  9. Make it easier for customers to deal with you. Take a hard look at every touchpoint that you have with your customers from their point of view and ask what could be done to improve their experience?  
  10. Consider where in your business you could offer more value. For example, there is a window company that inspects their work after six months to ensure the customer is happy and that there are no problems. This simple service leads to an increase in trust at the point of sale and future recommendations. 

 

If you would like more help and assistance keeping you business afloat in a sea of uncertainty, call the Local Pages team on 0117 9231122 or drop us a line at info@localpages.co.uk

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Case Study: First Year with Local Pages

Little Blue Book Directory: Customer's first year success

“Print marketing is dead…”

If you work in the print advertising industry you are likely to hear this dismissive phrase nearly every day. Whilst it is easy to see why certain businesses come to this conclusion, our recent successes and growing client base of 3,000+ suggests it is anything but!

We first met Nick, who owns Allied Electrical Services Ltd, in April 2017. The meeting was regarding placing an advert in the Chipping Sodbury and Yate region with Local Pages. Whilst Nick was certainly not adverse to print advertising, there was an element of scepticism about its effectiveness in the modern market place.

Nick remembers, “I was certainly sceptical at first. Like any small business, we keep a close eye on our outgoings and marketing and were already spending a large proportion of our carefully managed budget in online advertising”.

“I was aware of the Local Pages, but as I live outside the Chipping Sodbury and Yate delivery area for the edition I was unaware of how well known the book was in the locality”.

Allied Electrical are based in Pucklechurch and provide a friendly and experienced electrical service from replacing a plug socket to a full home rewire.

Nick decided to take out a 6th of a page “Loud & Proud” advert in the Chipping Sodbury & Yate, Little Blue Book edition for 2017/18 which is delivered to approximately 18,000 address across the locality. To ensure that the advertising was worthwhile Nick placed his own trackable phone number into the advert to monitor the calls from the book and provide him with an end of year ROI.

Local Pages has produced some fantastic results for us and have renewed my advertising for a second year”.

Fast forward a year we are now compiling the new Little Blue Book for Chipping Sodbury and Yate 2018/19. Speaking to Nick upon the renewal of his advert, he provided us with this fantastic feedback.

“It was my first year with Local Pages and as a business owner who tracks carefully where our enquiries come from, I was sceptical on whether I would receive a response from print advertising. In fact, Local Pages has produced some fantastic results for us and have renewed my advertising for a second year”.

 

If you are a business owner it is easy to get sucked into thinking that all of your advertising spend should be allocated towards digital mediums. We certainly champion digital marketing and have a team that provides great value, local, digital marketing solutions. However, print advertising is still a valuable tool (especially to the trades) and finding an advertising vehicle that works is essential to this.

Local Pages’ Little Blue Books have been in production for nearly 40 years. We are trusted and well known in the regions we cover. We work closely with our clients and utilise trackable phone numbers and online statistics to ensure that your advert is providing you with a positive ROI.

You can view more about the ROI we have provided for different industries, the demographics of our users and find out more about Local Pages by viewing our media pack.

Interested in placing an advert? Contact us now to discuss an advert placement.

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Top 5 Marketing Trends for 2018

Our Top 5 Marketing Trends for 2018

With 2018 fast approaching we have been exploring New Marketing trends to look out for in 2018.

Here we discuss the 5 trends we believe will be the most influential next year. Let us know your thoughts…

 

 

Augmented Reality 

augmented-reality

Augmented Reality is a fascinating way of enhancing a version of reality, created by overlaying digital information onto an image.  It allows consumers to not simply imagine but actually see potential purchases & designs in ‘real life’, aiding quicker and slicker purchasing.

Brands are quickly jumping on board. IKEA has rolled out an App called Place, which allows customers to preview furniture in their homes before they buy, increasing conversion and customer satisfaction.

This year the new iPhone 8 and iPhone X have also launched with new augmented reality experiences, which will inevitably encourage social media channels to follow suit with new ways of integrating AR onto their platforms.

There is a wide selection of Augmented Reality tools readily available to help businesses achieve 3 main goals:

  1. Streamline and drive sales
  2. Increase engagement
  3. Connect Print & Digital mediums

With Brands finding it difficult to stand out from the crowd, Augmented Reality is being recognised as a powerful tool within the Marketing world.

Here, at Local Pages we can offer iSmart Photo Augmented reality, technology which allows videos and slideshows to appear through your printed adverts. If this is something you would be interested in finding out more about, don’t hesitate click here to get in contact with us today.

 

 

Chatbots 

chatbots

Chatbots are providing customer interface which is instant and can be accessed 24/7, and they are quickly proving to be a successful marketing tool.

The instantaneity of the Chatbots has proven to be popular in a world where customers want issues solved quickly and all answers supplied immediately. These instant messengers save both time and money.

Chatbots also enable businesses the opportunity to customise their own ‘Brand Voice’ and send personalised messages directly to their users/clients, for a truly personable approach, rather than it feeling as though you are conversing with a robot.

In addition, business profitability can also be targeted, with Chatbots providing the opportunity for swift, easy transactions. 47% of consumers have already expressed they would buy directly from a Chatbot (HubSpot, 2017), with 26-36 year olds willing to spend up to £481.15 with a business via a Chatbot interaction (ubisend, 2017).

Between 2016 and 2021 Chatbot marketing is expected to grow at a compound rate of 35.2% (Marketsandmarkets, 2017), so expect to see a lot more Chatbots popping onto your screens!

If you are interested in finding out more about Chatbot Marketing for your Website click here to get in contact with us today.

 

 

Videos 

videos

The way in which we consume video is changing. Video is quickly becoming the number one fastest growing Ad format in the world and has been doubling Year on Year. By 2020 it has been estimated video will make up 80% of all online consumer internet traffic, becoming the closest medium you get to a face to face conversation with your target audience (smartinsights.com)

As with Augmented Reality, Video Ad platforms are helping Brands stand out from the crowd, and allowing for a longer and conceivably more emotionally driven connection with their audience.

If you are looking at creating a company Video we can help you design, plan and produce one here at Local Pages.

Social Media is also a great platform, allowing businesses a quick and easy way to upload videos and reach a wider audience. We offer social media management packages to support your social media needs, and ensure you are offering up to date and relevant content to get the most out of your social media advertising.

Click here to get in contact with us today about your Video and Social Media needs.

 

 

Geofencing 

geo-fencing

Marketers have already been seeing the benefits of Geofencing technology, which allows the collection of information from consumer mobile devices. The technology allows marketers to learn a lot about their audience and in turn allows for businesses and services to target customers in ‘real time’ i.e. sending a promotional message to the customer when they are within a 1 mile radius, or have been searching their website.

This form of targeted hyper-local marketing will increasingly grow more popular and influential, especially for smaller, local businesses who want to engage with only the most relevant local shoppers who are most likely to spend.

According to plotprojects.com, the click-through rate of Geofencing notifications on Androids is 13.6%, which by far exceeds that of generic push notifications, which are only 2%. This indicates sending relevant notifications at the most opportune time encourages increased interaction.

We truly believe in the power of local marketing and have seen this first hand. As experts in the local marketing business, we have proven that our specialised local marketing generates more leads creating higher conversion rates. Click here to find out more about all our products & services.

 

 

Personalised Content 

 

personalised-content2

 

 

 

 

We are expecting to see a growth in personalised content within digital Marketing in 2018. Businesses have already begun to see the benefits of personal call to action marketing. StubHub, an online ticket exchange owned by eBay, reported a 42% improvement when users were given a personalized call to action (accountexnetwork.com).

Personalised content is also best used when different content is targeted to different types or groups of visitors based on their behaviour or other factors. Consumers have different intentions when visiting brands online, and having the ability to appeal to a wider range of people by tailoring digital content to personally appeal strengthens engagement with customers and can have a direct impact on website traffic and ongoing engagement.

As it happens, using Personalised Content doesn’t just mean customers are more likely to engage and buy your products they are also willing to pay more for them too! Consumers truly value a great personalised experience. If that means paying a little more, so be it. A survey from the content marketing institute suggests that 77% of customers will recommend, or pay more for a brand that provides a personalised experience. The better and more personal the experience, the greater the customer’s willingness to spend money on it. If the experience feels exclusive enough, customer will be willing to pay exclusive prices (digitalmarketingmagazine.co.uk).

To find out how we can help you with Personalised content for your business website click here to talk to one of our team members today.

In summary, Marketing is becoming ever more complicated, strategic, personable, engaged, technologically advanced and altogether essential to businesses both large and small.

With over 200 years of industry experience we are experts in marketing, generating millions of new leads for our customers over the past 38 years. We can offer you advice on all your Marketing needs, so do not hesitate to contact us today for a friendly consultation with one of our team.

We recommend having a peek on https://www.hubspot.com/marketing-statistics . It makes for a really interesting read, highlighting how powerful & effective Marketing tools can be!

 

 

 

 

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How To Brief A Creative Agency

Maybe you’re a growing business looking for an agency to create a marketing campaign? Or you’ve already found one, but their work isn’t delivering the results you were expecting? Either way, you can increase your chances of success next time (or first time) ’round by immersing yourself in the brief-writing process.

 

Learning to put a good brief together is essential. Great briefs inspire the agency to bring your campaign vision to life. Poor ones create ambiguity and stifle creativity. Your brief doesn’t have to be complicated or convoluted, but it does need a few essential ingredients.

 


WHAT?

Set out in straightforward terms and simple language what it is that you are trying to promote. If it’s a product, give as much background information as possible; category performance, competitor products, any research you’ve conducted. Maybe it’s an offer or seasonal campaign, in which case the exact details are vital. Also, what’s worked well in previous campaigns? What hasn’t?

The other “what” is a practical one: the deliverables. What is it that you want to be produced, and in what format(s)?

 


WHY?

Why are you running this campaign? What are the objectives behind it and what would you like it to achieve? Success is best achieved when everyone involved knows what success looks like! So being as precise as possible about the KPIs is vital. We regularly get briefs asking for a campaign to increase sales. But without knowing by how much, how do we know whether it’s worked?

 


WHO?

You may know your customers inside out, but if your relationship with your agency is at an early stage, chances are they won’t.

The agency will want to really get under the skin of your audience, so they will need access to as much information as possible about your customers` demographics, habits, likes, dislikes, relationship with your brand, shoe size. OK, maybe not the last one. But don’t be afraid to include as much info as you have. Particularly consumer insight; you can pop any research documents in the appendix.

Download our FREE Creative Brief Template here.

Email *


WHEN?

Perhaps it’s a little obvious to say, but it’s vital that timings are outlined in the brief. When do you want the campaign to launch and how long do you envisage it running for? The other timescale issue is the response to the brief itself. Recent research from the University of the West Of England found that a major bugbear within agencies is lack of time to respond to briefs. So it’s advisable to plan ahead, and make sure Christmas campaign briefs aren’t sent out in November.

 


HOW?

How much money would you like to spend on this activity? Even if it’s a ballpark or bookended figure (between £x and £x), being upfront about this from the beginning means that the agency can tailor their solution to your budget. It can be tempting to simply ask for a quote, particularly if you’re unsure how much to commit. But this is counterproductive, as your agency won’t be able to propose an appropriate solution without at least an idea of what you’d like to spend. So even a rough figure is crucial.

Good luck with your next campaign!

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Content Creation: The key to your websites’ success

Every decent website revolves around the same thing: content. A Unique, relevant and up-to date content is highly influential in how successful a website and marketing campaign performs. However, many find that content creation is very challenging and it is one of the most common issues in a business. Often this is due to a lack of time or resources, or simply that people don’t know where to start.

content creation Marketing Website Statistics

 

 

 

 

 

 

In order to create content and use it for marketing purposes, a business needs to consider how the content will be shared on their website and various online marketing platforms. It is also important to consider the frequency of content and who the intended audience is. There is a wide range of options for online marketing, such as social media, email marketing, website content and blogs. There is plenty for a business to choose from!

Many studies have been conducted into the effectiveness of having a content strategy. These studies have found that higher levels of content on a site can have an impact on the business’ marketing strategy and overall search engine ranking. These are just some of the benefits of having a steady stream of fresh, targeted content:

  • Increase levels of traffic to a website
  • Increase amount of enquiries/ leads received via website
  • Build up followers on social media
  • Enhance brand awareness
  • Become trusted within your industry by writing content to showcase abilities and knowledge

 

content creation Marketing Website B2B Leads

 

Sounds great! But how do you create content?

Content creation doesn’t have to be a daunting task. Every business has something to talk about, whether it’s a new product or service, an upcoming event, or an opinion on a recent industry related story. Not forgetting the most important (and easiest!) source of unique content; customers!

Creating stories around customers and the services/products they have received is the easiest form of content to write. Start by asking the customers for their feedback. The comments that they provide can be used to as the focus point of your content, and this can be shared throughout all of your marketing activities. After all, word of mouth and referrals are the greatest sales tool!

Our top tip for new content creation is to include as many targeted keywords and phrases as possible. This will help towards search engine rankings and help sites such as Google to understand what the content is about. But remember to keep it natural and don’t stuff keywords in randomly. This could be seen negatively by Google and other search bots.

Once you’ve got some content and keep going! Set yourself a target and allocate some time for putting together more. Try to keep to a regular schedule, even if it’s just a blog post every month. It all helps!

 

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