User Generated Content Campaigns. Good Idea? | bwm10’s blog

User Generated Content (UGC) is the process of “people who voluntarily contribute data, information or media that then appears before others in a useful or entertaining way” (Krumm, J. 2008). This can be through comment sections, ratings & reviews or personal videos/vlogs.

The question we’re asking here is whether starting a UGC is worth the hassle that they come with? To answer this, we will be looking at a few examples of what companies have done in the past to boost their brand.

via User Generated Content Campaigns. Good Idea? | bwm10’s blog.

Email Marketing for a small business: Striking the right email tone with customers | Stef G’s blog

The right tone of voice is key to establishing a businesses and the way customers view the business. According to Cummings (2015) a tone of voice is… ‘’not what you say, but how you say it. This encompasses not only the words you choose, but their order, rhythm and pace. Rather confusingly, when seen in the world of business and marketing, the phrase ‘tone of voice’ refers to written – rather than spoken – words. A company’s tone of voice will inform all of its written copy, including its website, social media messages, emails and packaging’’.

Email marketing usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness (Mohammadi, Malekian, Nosrati, & Karimi, 2013). But this can all be CHANGED if the tone is wrong. Email marketing, should display a ‘good customer service tone’; by not appearing too pushy or sales focused, with the ultimate aim of building a relationship over time… Emails should be sent to gently ‘remind’ customers of the product or behaviour (Mohammadi, Malekian, Nosrati, & Karimi, 2013). You can also use a blend of soft sale and CTA’s in a single email; e.g., if a customer registered on-site and didn’t return (e.g the Gym email example I mentioned in my email frequency blog post) and ask if they need assistance or encountered a problem, whilst still placing a CTA in an email (Mohammadi, Malekian, Nosrati, & Karimi, 2013).

via Email Marketing for a small business: Striking the right email tone with customers | Stef G’s blog.

Tick-Tock the Mouse Hit Send – When is the best time to send your email campaign? | lol10’s blog

Here are some tips, adapted from Marrs (2014), to consider when deciding on the timings you’re going to trail for your email campaign:

Happy Monday – not quite. The consensus is to avoid sending emails to people on a Monday. The likelihood is that they will be catching up on things to do and organising their week so will not have the time, motivation or energy to be engaging with other emails.

Lazy Weekend – either out and about or at home and resting one thing is for sure that people will probably not want to be trailing through marketing emails. Weekends after-all have been known to have the lowest open rates for emails.

Advanced Notice – if your email is regarding a promotion for a set time be sure to give your recipients notice, just incase they don’t get to the email until a couple of days after it’s sent. Aim for 3-5 days prior to the promotion to keep everyone happy. However, the only draw-back with this approach is that those who read the email immediately have to wait a few days before they can engage, which means they may forget or lose interest by that point. Again try both and compare the results to establish which works best at engaging with your consumers.

Midweek Maximiser – Tuesdays and Thursdays are reportedly the most popular days to send email Newsletters according to MailChimp (cited in Marrs, 2014). Whilst this may sound like a good idea, before you follow suit think about how you will stand out against all the other companies that are mailing on those days. If you’re just starting out and want a safe bet maybe a Wednesday is the way to go with not the worst, nor the best results being achieved from emails sent on this day (Pinpointe, 2014).

Friday Feeling – so there are many that say avoid Friday, it’s wind-down time, no one reads their emails on a Friday and as such many companies rigorously stick to sending Tuesday to Thursday. So maybe Friday isn’t such a bad choice in that case; if there are very low volumes of emails sent on a Friday your email will stand less competition from others in vouching for reading time. Nothing ventured nothing gained, it’s worth a try right?

Tick-Tock – the jury is still out on the best time of day to send an email. This one really will come down to trial and error from monitoring the best engagement results in relation to the varying times the emails were sent (Marrs, 2014; Pinpointe, 2014). Just remember not to put all your eggs in one basket, batched emails are your friend and will really help you understand when is best for engaging your consumers.

via Tick-Tock the Mouse Hit Send – When is the best time to send your email campaign? | lol10’s blog.

Facebook Advertising: The Importance of Split Testing | Sophie Wood’s blog

One of the biggest reasons that brands fail in their Facebook advertising efforts is that they do not split test (Loomer, 2012). They create one or two ads, find that they do not succeed and label it a failure. That is why you must try out multiple variations in order to understand what resonates with your target audience. When you realise something that does not work, stop spending money on it, when you discover something that does, keep going with it.

via Facebook Advertising: The Importance of Split Testing | Sophie Wood’s blog.

A how-to guide on choosing your keywords.. for beginners from a beginner! | gec12’s blog

Using online optimisation requires deciding on the right keywords for your target audience. Google recommends that keywords should be relevant to the customer, specific and that there should be the right number (Google, 2015).This blog will look into the process of finding the right keywords and give a few examples for illustration purposes.(Shih, et al., 2012) have identified an implementation process for keyword research and selection which in my own experience I found really useful so we’ll start with that!

via A how-to guide on choosing your keywords.. for beginners from a beginner! | gec12’s blog.

Creating Contented Content and Examples of Best Practice | jb597’s blog

Content marketing is defined by the Content Marketing Institute (2015) as ‘a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.’

In other words its the creation of media and a way of engaging with your audience, ultimately acting as a tool to drive traffic to your website. Driven by the power of Web 2.0, traditional forms of media such as magazines, newspapers and television have had to make room for the new kids on the block; Tumblr, Buzzfeed, Facebook and YouTube to name a few.

Content serves many purposes, ranging from sales generation; building brand authority; link building and customer engagement . Ultimately, however, its focused on delivering information that makes your buyer more intelligent, (Content Marketing Institute, 2015).

via Creating Contented Content and Examples of Best Practice | jb597’s blog.

Get to know your Organic SEO – Content Optimisation | jb597’s blog

Parikh and Deshmukh (2013) define search engine optimisation (SEO) as a cluster of strategies and techniques designed to increase the amount of visitors to a website through attaining a high ranking position on the search results page of a search engine.

Content optimisation is the organic SEO route to making your website more visible on search engine rankings.To do this, you basically need to tailor your website to appease the search engines vastly complicated and cryptic algorithms that determine your websites page rank.

via Get to know your Organic SEO – Content Optimisation | jb597’s blog.

Mobile Marketing Makes Money | jb597’s blog

The past decade has seen a rapid increase in smart phone and tablet usage which has subsequently given rise to the prominence of mobile marketing. Six in ten UK adults now use a smart phone, up 54% than in 2012, with nearly all 16 – 34 year old’s operating online via a range of devices, (Ofcom, 2014). Mobile devices can be seen as an extension of ones self, acting as a personal manager from which the user can socialise, purchase goods/services and work on the move.

Kaplan (2012) divides the dialogue between companies and consumers between push and pull communications. Push communication is initiated by the company and pull by the consumer. Kaplan’s Matrix below defines four types of consumers depending on the interplay between communication initiation and degree’s of consumer knowledge.

via Mobile Marketing Makes Money | jb597’s blog.

The not so standard email click-through rate advice. | lol10’s blog

Having read and researched the different ways you can improve email click-through rates, it seems as though it would be hard not to achieve an increase. However, it’s something that many organisations still grapple with and are constantly looking to improve but the advice out there quite often seems repetitive and ticks the boxes of all the things you’re already doing. So let’s explore some of the more alternative less ‘run-of-the-mill’ ideas and tips for cranking up the click-throughs of your emails.

It’s all in the mind.

As with all human behaviour there is a complex psychological chemistry at work. By simply tweaking your content to ensure that the wording used is positive and enlightening can increase the engagement and click-through, in some cases it’s even been raised by as much as 22% (Beashel, 2014a).

Beashel (2014b) also argues for the power of intrigue and curiosity within emails. Tempting the reader with snippets of information which leaves them just having to know more – these are often found on banner ads too, or sites such as Buzzfeed, whereby you’re left thinking that your life just simply couldn’t go on without this juicy piece of “life changing” info.

via The not so standard email click-through rate advice. | lol10’s blog.

EASY STEPS TO GROW YOUR LOCAL BUSINESS WITH TWITTER | gf60’s blog

It is very important for local businesses to use social media such as Twitter in its favor. Since many people in Brighton support local companies and communities, it would make the job easier for these businesses to stand out from the crowd. As an example, we can focus on New York Coffee Club, even though being their second shop in the UK; New York Coffee Club Brighton uses Twitter account as a local business, referring to details like the weather (Twitter, 2015)

via EASY STEPS TO GROW YOUR LOCAL BUSINESS WITH TWITTER | gf60’s blog.