Author Archives: Sarah Hickman

How to get a website built

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How to get a website built

What are the steps involved in getting a website built for your business?

Firstly, some facts.

1&1 Internet recently carried out some research showing that:

  • 46% of users have walked away from a small business because of a poor website
  • 7% have opted to spend less with the business as a direct result
  • 45% say that a bad website makes a worse impact than a business having no website at all

If you're a small or medium-sized business, it's unlikely you'll have big budgets, teams of people, or lots of time to invest in a complex online strategy, but there are some simple steps you can take to start reaping the rewards of visible online.

Advantages of having a website

  • The internet is a fact of business life now - if you have no web presence, no-one will find you
  • You'll appear outdated if you don't have one
  • It's a way of both summarising your offer, giving more detail and showing testimonials
  • It's cheap compared to many other types of marketing communications
  • Easily accessible – with mobile technology you can be found on any device
  • Acts as a shop window for your business
  • It's open 24/7
  • It's international – available (almost) anywhere in the world
  • You can be in control of it

Do it properly

So we've had a look at how important it is to have a web presence, but you don't want to shoot yourself in the foot by spending time and money getting a website up and running, if all it actually does is show your company in a bad light.

You don't need to have a huge budget to get something good – you can start small, and add to it later as your business grows.

The most important thing to do is to put yourself in the user's shoes.

 

SIMPLE STEPS IN GETTING A WEBSITE SET UP

1. Check out the competition

Create a list of URLs of your competitors, and determine the strengths and weaknesses of their websites.

What are your favourite websites – and why do you like them? Pick out a few sites that look the way you’d like yours to look, considering things like design, colour scheme, and layout.

 

2. What is your market?

Create a clear understanding of your website’s users. A good way of doing this is with "personas" - they are a great way to pinpoint who your users are.

The goal is to describe the target customer as a real person:

  • Give them a name and image
  • Age, gender, interests
  • Situation – when do they buy / use this product?
  • Key information needs – what do they need to find out?
  • Decision making factors – what influences them?
  • Increase the personal description for B2C situations, e.g. cosmetics, clothing
  • Understand the decision-making role for B2B situations, e.g. user, purchaser

You can create a few personas to help clarify your different market segments.

e.g. Florist in Leamington Spa

Persona 1

Woman who comes in every week and buys a different display for her living room

Persona 2

Man who wants to buy his partner a bouquet on special occasions

This helps you to understand what you need to put into your website from a user's point of view.

 

3. Set your goals

Make sure your users' needs are met. For example, do they need to reach you urgently or are you persuading them of your expertise?

What do you want your website to do?

  • Get new customers
  • Launch a new product or service
  • Reassure potential customers
  • Reassure existing customers
  • Remind existing customers
  • Inform
  • Increase product awareness
  • Generate more sales
  • Offer e-commerce
  • Create a community

...or a mixcture of the above.

 

4. Decide what type of website you need

  • eCommerce site or 'brochure' site - will your site be an online store or simply a 'brochure' type site that tells people about your business?
  • CMS – what is it? Why will it be cheaper for you? CMS stands for Content Management System. Many customers prefer to use a CMS as they have control over their own content, and it works out cheaper for them. WordPress is a type of CMS. It started as a blogging platform but is so easy to use, it's now a very popular platform for developing all types of websites.
  • Bespoke or theme – what's the difference? Have a look at some of the themes available from businesses like ThemeForest and Template Monster. You can't just download a theme and start adding content – you'll still need to get a web developer to configure and customise it for your brand. Buying a theme saves your web developer time and therefore saves you money. BUT there are drawbacks – a theme can drastically limit your choice of website design and functionality. Also, if you decide to make big changes to your theme, you are adding web development time which costs you money.
  • Responsive or not? - our website MUST be responsive, i.e. configured to display properly on mobile devices. Over 50% of John Lewis online sales are now made on mobile devices, and this figure will only increase. It makes sense to get responsive design built into your site upfront so it's future-proof.

 

5. Choose a domain name

We see URLs all day every day. A URL (Uniform Resource Locator) is basically a web address.

www: Worldwide web

publicagency: Domain name

.co.uk: Top level domain

You can select and buy your domain through a website that sells domains e.g. www.123reg.com, www.1and1.com, www.godaddy.com, or through your hosting company (more about hosting below).

You may have to compromise on the exact name, as your first choice may be gone.

There are now a large amount of TLDs available e.g. .photos .clothing .kitchen. It might be worth buying a few TLDs e.g. .co.uk, .net, .co, .org to save competitors snapping them up.

You're renting the domain name, and the rental lasts 1-2 years. Make sure you renew it, or it's gone.

Expect to pay between £3 - £30 + per year, depending on the popularity of your name.

Tips:

  • It should be easy to spell
  • Try to avoid using dashes – it makes the URL easier to remember without them
  • Remember – it's not case sensitive
  • Make sure there are no howlers!

e.g. Choose Spain = choosespain

e.g. Lawyers Exchange = lawyersexchange

e.g. Speed of Art = speedofart

 

6. Arrange hosting

Like domain registrations, there are many companies that offer website hosting with varying pricing.

Web hosting companies own huge servers with lots of space for websites to 'live', and they basically rent out space on these servers. Web hosting is generally charged to you on a monthly or annual fee.

You can ask your web developer to arrange this for you, for you can arrange it yourself. If your web developer does it for you, make sure have a copy of the information you need to access all your files, in case you ever want to change developer. You will need the username and password to the place on the server where your site is hosted.

Larger hosting companies will offer cheap deals but as with any cheap service, you may not get the best customer service.

The amount you pay depends on the size of your website. A large eCommerce website, for example, will cost more than a small site with five pages of content. This is because you're taking up more space on the hosting company's server. For a very basic website, expect to pay from £8 per month.

Examples of hosting companies are 1and1, Fast Hosts, GoDaddy, United Hosting.

 

7. Get your website designed and built

The big one!

Do you 'do it yourself' or pay a professional web developer to do it? Play to your strengths – if you have some design or coding experience then give it a try. If not, we suggest you get it done properly! Consider your needs, your technical abilities, and your budget when making a decision about how your site will be created.

You only get a few seconds to convince a web visitor that they’ve come to the right place so it’s important that your website reflects professionalism.

An "amateur" website isn’t likely to give you the results you’re hoping for. Investment in your own website will improve your bottom line in the long run.

 

7.a. Get a brief together

The more you can tell your web developer about what you want, the better – you'll get a more accurate quote and will end up with the website you want.

What should you put in it? See our client questionnaire which was the subject of a previous blog post.

 

7.b. The quote

As with any purchase you make, you should send exactly the same brief to a number of web companies, so when you get the price back you are comparing like with like.

Check to see if you've been given a quote for the entire job or at an hourly rate. If it's for the entire job, see what's included.

We recently met a small business owner who had asked web developer to design and build a new website. The business owner was shocked that the web developer wouldn't be designing the logo, writing the words, and arranging the photography. They thought all this work was included in the quote – which led to both him and the web developer parting on bad terms. So check what's included and what isn't.

 

7.c. What the web developer will need from you

Most web development companies will assume that you will be providing the following:

  • logo
  • pictures
  • text
  • links to your social media accounts

Good web development companies will check to see what you will be providing, and if you have any gaps they will supply a quote for the missing elements.

Consider deadlines. It's always worth giving yourself and your web developer a deadline, otherwise jobs can drag on.

 

7.d. What the web developer will do next

Between you, you'll agree the 'architecture' of the website.

Different web design companies will use different processes at this stage. For a bespoke website, good practise is for them to supply you with a wireframe so you are both agreed before they even start coding.

If you've gone for the 'theme' option, the web developer will purchase the theme at this stage.

Your web developer should design your page layout (especially the home page) with a hierarchy in mind.

They should consider the F-shaped reading pattern:

  • the viewer first notices the logo top left;
  • then moves onto the slideshow/main image which is the most important element on the home page;
  • as the reader moves lower on the page they notice the information about the business.

There should be plenty of space to make it easy for users to scan through and find the relevant information. Resist the temptation to cram everything in, and think about what the users are actually looking for.

 

7.e. Other things your web developer should consider

  • Create a call to action on every page.
  • Include an “about” page and testimonials to identify yourself and appear more human.
  • Make your contact information very easy to find.

 

7.f. Images

Again, find out up front if you or your web developer are responsible for supplying the images for your website. If you are supplying your own, try to find compelling images that match your branding and company image – consistency is key.

A good quality image can make a website look instantly professional (and of course, the reverse is also true). All image files should be low resolution (72dpi) and saved for web. As a rule of thumb use GIF format for computer-generated graphics such as simple logos, buttons or animations, and JPEG format for photographs or scanned material.

Try websites like iStockphoto or Shutterstock for cost-effective stock imagery. Images usually start from a few pounds each.

  • Avoid poor quality images of any kind – it's better to not show anything than to show something pixelated, badly resized or low resolution.
  • If possible, use photos that have a single main subject.
  • Photos of people are good – people relate to seeing other people.
  • Even though photos of people are good, try to avoid clichéd “business people shaking hands” photos!

 

7.g. Text

You can have the best looking website in the world, but if you’ve got spelling and grammar errors, nobody will take you seriously. Proofread everything, then get a colleague to go over it again.

  • Break the text down into separate sections to minimise individual pages.
  • Use short, precise words in your navigation links (e.g. About Us, Services).
  • Important navigation links should remain constant on every page and organised in order of importance.

 

7.h. Fonts

Of course you want to be memorable, but don’t be fooled into thinking a fancy font is the way to do it!

  • Stick to reliable fonts like Arial, Helvetica, Georgia or Verdana, or web-safe ones like Google Fonts.
  • For text and heading styles, stick to one or two typefaces and two or three type sizes and colours.
  • For ease of use, keep link colours in line with the page colours.
  • Don’t use all-caps text for anything other than a heading.

 

7.i. Important things your web developer should be checking

  • The loading time of your pages. Loading speed is key to getting repeat visitors (and in our experience, anything over 15 seconds is too slow). This is one of the reasons you need 72dpi images saved for web. Huge images will make the page loading time too slow.
  • Check the 'depth' of your pages – how many clicks does it take to reach any page? The fewer the clicks, the better.
  • Check your browser compatibility (does everything still work on IE, Chrome, Safari, Firefox etc.)?
  • Check for broken links.
  • Optimise your footer area with links, copyright, terms and conditions, privacy policy, disclaimers, contact info (as well as being either legally required or just good practice, this helps your SEO).

 

8. What happens after it's built?

Once the site is up, what’s next? Regardless of whether you build it, hire someone, or a combination of the two, traffic won't just arrive on its own. You'll need to use marketing tools and tactics to promote it.

To find out more, drop us a line at hello@publicagency.co.uk

 

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Marketing Calls to Action: What are they and how can I use them?

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Marketing calls to action

A call to action (CTA) is an image or line of text that prompts your customers - and potential customers - to take action.

This action could be anything: download an eBook, sign up for a webinar, get a coupon, attend an event, get in touch for a quote, etc. A CTA can be placed anywhere in your marketing - on your website, in your social media posts, in an email, or even at the end of a blog post.

CTAs are especially important on websites. Every site should have a ‘goal’ it wants users to complete.

So, how do you do it and what do you say?

1. Focus on the value your CTA provides
You need to communicate the benefits of responding. What will the user get out of completing the CTA? A special offer? Useful information? Early notification of an event or deal?

2. Address the user’s questions about the CTA
The user needs to trust you. They may have to make a payment or supply personal details. This means they often have questions which will need to be answered before they take action.
For example, make sure you tell people signing up for a newsletter how often you will email them. They will also want reassurance that you will not sell their details to a third party, and can unsubscribe at any time.

3. Don’t use too many
It’s important to focus your actions. If you use too many CTAs the user may become overwhelmed. Try to guide the user step by step. If you have more than one CTA, make sure they are distinct. If they are too similar users may not tell them apart.

4. Think about how you position your CTA
On a website, you should place it high on the page and in the central column. On other marketing materials, make sure it’s clear and easy to read.

5. Use blank space around your CTA
The more space you place around a CTA, the more attention you will draw to it. If you clutter your CTA with surrounding content it may get lost.

6. Consider using an alternative colour on your CTA
Colour is an effective way of drawing attention to your CTA. This is especially true if the rest of the website or marketing material has a muted colour scheme.

7. The bigger the better…within reason
The bigger your CTA, the more chance users will notice it. A large CTA also allows you to add more text. But don’t forget that size isn’t everything! As mentioned above, position, colour and surrounding space are also important.

8. Use urgency or scarcity to encourage action
Creating a sense of urgency by limiting supply will encourage people to act. You could use tactics such as:
- Offering limited time discounts
- Limiting supply
- Highlighting how quickly you are selling out
Some airlines and hotel booking websites show you how many other people are viewing that flight or hotel right now. This spurs people into action as they fear they might lose out.

9. Don't be annoying
You’ve probably experienced it yourself – people can be put off by the hard sell or an intrusive approach. For example, on websites try not to use too many pop-ups as users will simply click away from your site.

10. Follow through on your CTA
Consider what happens AFTER a user responds to your CTA. There might be a signup process or email confirmation. This process should be streamlined to ensure that users follow through to the end.

So here is our call to action....contact us to find out more about how we can help you create a website or marketing materials that work hard for you!

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What are your marketing messages?

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Marketing messages

The first step in putting together a marketing communications plan for your business is to know who your customers are. That answers our first question:

1. Who should receive your marketing messages?

The next two questions are:

2. What should the messages say?
3. What image of my business do I want to project?

A message should reflect your company's mission statement (if you have one). It should reflect what your organisation does and believes, or talk about a particular product or service you offer.

A message or set of messages are the building blocks for all of your communications, e.g. adverts, press releases, website content, brochures, social media content, etc.

Some tips:
- Think about your audiences and carefully consider what you want them to think about you. Will your message make them take action?
- Make sure the messages are clear and concise – keep it simple and memorable.
- Don't forget the ‘why’, i.e. answer why your organisation does what it does.

You can then move on to the next few questions:

4. What's your budget?
5. How will the messages be delivered?
6. What actions do you want people to take after they've received the messages?
7. What 'control' methods will you use – i.e. how will you make sure that the messages don't get disrupted?
8. How will you summarise what was achieved, e.g. find out what return on investment was achieved?

After this you'll be in a great position to start making decisions about what types of marketing communications tools (website, paid advertising, social media etc) you need for your business.

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How to use apostrophes in your marketing copy

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Proofreading-marketing-copy

How often have you seen SKIRT'S FOR SALE or CHEAP HOLIDAY'S on a website, poster or on social media? Our eagle eyes usually spot these errors straight away, and we think twice about using the services of businesses who commit crimes against the apostrophe!

To help you out, we've produced a quick guide below.

The apostrophe is used:

1. To indicate the possessive.

  • This is Peter's book.
  • This book is Peter's.
  • The dog's dinner looks disgusting.
  • Diana was the people's princess.
  • I tore up the men's shirts.
  • It is everyone's duty to protest.
  • It is no-one's responsibility.

Apostrophes are not needed here:

  • They had two photos.
  • We sell CDs and DVDs.
  • I was born in the 1970s.
  • There were only three skirts left in the sale.
  • She got three As in her exams.
  • I think Sonys are the best DVD players.

Personal pronouns are already possessive, so they don't need an apostrophe: my, mine, your, yours, his, her, hers, its, our, ours, their, theirs.

For example, none of these have an apostrophe:

  • The house is yours.
  • The dog broke its leg.
  • She said the book was hers.
  • They claimed it was theirs.

The apostrophe is also used:

2. To indicate missing letters in the middle of words or phrases.

  • You cannot have it = You can't have it.
  • Do not do that! = Don't do that!
  • I would like an ice-cream, please = I'd like an ice-cream, please.
  • We had better hurry = We'd better hurry.

Where do I put the apostrophe?
The apostrophe goes directly after the thing doing the possessing:

  • The sun's rays = the rays of the sun.
  • The table's leg = the leg of the table.
  • The archbishop's palace = the palace of the archbishop.
  • The archbishops' palace = the palace of the archbishops.
  • The men's shirts = the shirts of the men.
  • Children's T-shirts = T-shirts of children.
  • The people's princess = the princess of the people.
  • My mother's photo = photo of my mother.
  • One week's notice = notice of one week.
  • Two weeks' notice = notice of two weeks.
  • Three years' experience = experience of three years.
  • Everyone's help = help of everyone.

Get in touch if your marketing copy could do with the once-over from our eagle-eyed team of proofreaders!

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Graphic design jargon buster

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Graphic Design Leamington Spa

Here at Public we make sure we explain everything to you in layman's terms. But have you ever heard a graphic designer or graphic design agency use a term and wondered what on earth they're on about? This little glossary might help bust that jargon...

Author's corrections
Corrections made by the author on proofs, that alter the original copy. The cost of making such alterations is charged for.

Bitmapped image
Image represented by an array of picture elements, each of which is encoded as a single binary element.

Blank dummy
Mock-up consisting of the substrate and cover material required for a printed document (e.g. a paper brochure).

CMYK
Abbreviation for cyan, magenta, yellow and black process colours.

Encapsulated PostScript file (EPS)
Type of image file conforming to Adobe standards.

File Transfer Protocol (FTP)
A simple way to log in to another internet location in order to retrieve or send files.

Gradation
Staged change in tones from highlight to shadow.

Joint Photographic Experts Group (JPEG)
A commonly used method of compression for digital images. The degree of compression can be adjusted.

Line art
Image that has no tonal gradation.

Pantone
Pantone is one of the most widely used colour matching systems in commercial printing.

Portable Document Format (PDF)
File format used for the exchange of documents and defined in the Adobe portable document format.

Point size
Typographic unit of linear measurement.

RGB
Abbreviation for red, green and blue, the colours that combine on a digital display to make an image.

Tag Image File Format (TIFF)
Format for exchanging raster-based data.

Tone
Degree of lightness or darkness in any given area of an image.

Tone value
Percentage of the surface occupied by the image area.

Typography
Process of designing, specifying, composing, printing or otherwise working with typefaces by means of analogue and/or digital techniques.

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Top tips for proofreading your marketing copy

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Top Tips for Proofreading

When you're writing copy for your website and marketing materials, proofreading your content may be the last thing on your mind – particularly if you're on a deadline. But paying more attention to the words you're using could help to maintain and improve the perception people have of your business.

Spelling mistakes, grammatical errors and poorly-constructed sentences can make your business look unprofessional, which will only encourage your potential customers to look for other - more professional - companies to spend their money with.

Mistakes can also cost you money. Business owners sometimes waste whole print runs because of bad spelling, punctuation or grammar that spellcheck didn't pick up. Mistakes can be more easily and cheaply rectified on a web page – but only if you spot them!

Here are some handy tricks that professional proofreaders use, which should help you pick up errors before your customers do.

QUICK TIPS

    • Make sure you are in a quiet place, free from distractions
    • Work from a print out if possible
    • Use a red pen
    • Read out loud
    • Cover up the line below
    • If you're using a computer, use spellcheck but DON'T RELY ON IT!
    • Read backwards sentence by sentence
    • Read backwards word by word
    • If you can get someone to help, get them to check it too
    • If you can get someone to help, have them read it out while you follow the text
    • Double check numbers too, e.g. £100000 instead of £1000000

COMMON MISTAKES TO LOOK OUT FOR

      • Spacing between words – are there any spaces missing or are there too many?
      • Letters accidentally typed twice e.g. Councill
      • Words accidentally typed twice
      • Full stops missing
      • Missing close bracket
      • Writing numbers: 1 to 9 should be written as numbers. Numbers from ten onwards should be written as words
      • Make sure quotes and speech are in speech marks
      • Make sure proper names, places and brand names start with a capital letter
      • Look out for missing or extra commas
      • Look out for full stops used incorrectly
      • Make sure brackets are closed
      • Add speech marks where necessary
      • No need for double punctuation e.g. !!

PUNCTUATION
Incorrect punctuation can be dangerous...

“Let's get ready to eat, Granny!”
OR
“Let's get ready to eat Granny!”

You can see why punctuation is important if you try to make sense of this sentence which has no punctuation at all:

perhaps you dont always need to use commas full stops colons etc to make sentences clear when i am in a hurry tired cold or lazy i sometimes leave out punctuation marks grammar is stupid i can write without it and dont need it my uncle Harry once said he was not very clever and i never understood a word he wrote to me i think ill learn some punctuation not too much enough to write to Uncle Harry he needs some help

Now let's see if punctuating it makes a difference...

Perhaps you don't always need to use commas, full stops, colons etc. to make sentences clear. When I am in a hurry, tired, cold or lazy I sometimes leave out punctuation marks.

"Grammar is stupid! I can write without it and don't need it," my uncle Harry once said. He was not very clever and I never understood a word he wrote to me. I think I'll learn some punctuation - not too much, enough to write to Uncle Harry. He needs some help!

Get in touch if your marketing copy could do with the once-over from our eagle-eyed team of proofreaders!

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11 reasons why email marketing is still worthwhile

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email_marketing_midlands

Email marketing was one of the first channels used in digital marketing. However, this doesn't mean that it's no longer of value.

Perhaps you're an SME or a start-up with a limited budget. Email marketing is a great, low-cost way of getting your message out there. So why should you give it a try?

  1. It's cheap
  2. Emails are a targeted, direct way to contact your subscribers, including current and previous customers as well as prospects
  3. Email campaigns help build a relationship with your database, and target subscribers at different stages of the lifecycle
  4. They can prompt sales from new customers, encourage repeat purchases, increase sales conversion and up-sell/cross-sell other products or services. You can even use email marketing to highlight location specific offers and drive people offline to your shop
  5. They help increase brand awareness, keep your brand fresh in your subscribers minds and drive targeted traffic to your website - so that when they do require your product or service, you are first in their mind
  6. You get trackable, measurable results from campaigns. They're a highly measurable form of marketing with statistics available to delve into every part of what happened during your campaign, when it happened and how often it happened. By using all the data available your campaign can be monitored, tested and optimised to ensure the highest result possible is achieved
  7. Fast delivery – email is perfect for communicating with customers for limited time or availability offers
  8. High ROI (Return on Investment) – a percentage of marketers use email campaigns, with many acquiring 50% or more of their business through this channel
  9. Email can catch people on the move viewing email on their mobile devices
  10. You can personalise communications using the data collected in your database
  11. You gain feedback from your customers. For example product reviews can be directly asked for through your emails, as well as giving you the opportunity to deliver online surveys to subscribers and increase the amount of data you hold about them; enabling you to personalise your campaigns further with this information in the future

So should you use your existing contact list or buy one in? Your own list will be of more value and the recipients are likely to be good prospects, and possibly even 'warm'. Bought lists can be very expensive and may not be as targeted as your own.

Don't forget that it's illegal to send unsolicited emails, so your contact list should have 'opted in' to contact - for example by signing up to a newsletter or entering their business card into a draw at an exhibition.

Try using a free, third-party email provider like MailChimp. It's free to send 12,000 emails to 2,000 subscribers so is a great starting point. We also love Campaign Monitor, although they charge small monthly fee.

Give us a call if you need help putting your email together - even if you're already using MailChimp or Campaign Monitor, a well-designed email newsletter will have much more of an impact and a higher click-through rate than one put together by a beginner!

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New year, new marketing plan: 10 ways to revamp your marketing for 2017

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New year new marketing plan

It’s a new year and a fresh start for you and your business.

Now's the time to reflect on the successes or challenges you faced in 2016, and think about what you want your business to accomplish in 2017.

Like many areas of your business, it's a good time to take a look at your marketing. To help you revamp your marketing strategy in 2017, we've put together 10 helpful tips to get you started:

1. Establish a budget
When creating your marketing budget, you need to be focused on your customers. Where are they, and how do you find them? Start by looking back on last year’s marketing costs and create a realistic budget. Methods of marketing are rapidly evolving, so your budget should have some room for changes you might need to make in the new year.

2. Consider your target market
You may have plenty of customers coming through your door or visiting your website every day, but are these the customers you really want to reach? Do you know who your target market really is? You can’t focus on revamping your marketing plan until you know who you really want to target. Have a look at the value of your current customers – should you be sticking with them or looking elsewhere?

3. Consider your strengths
Say you run a restaurant. Do you serve the best pasta in town? Offer the friendliest service? Run a great mid-week offer? These are the things you should to focus on in your advertising. When you know your strengths, you can use them in your marketing materials.

4. Create a realistic schedule
One of the key parts of staying on track with marketing is establishing a realistic schedule that works. Just like any new year's resolution, it's better to make it achievable. Planning your upcoming year will help you stay focused on your goals.

5. Update your logo
Your logo is one of the first things potential customers see. Does it communicate your brand well? If you think your logo still fits, there’s no need to change it – but if the font or graphics seem at odds with the personality of your business, consider getting a new one. And do it properly: hire a professional designer!

6. Review your website
Is your current site easy to navigate? Has it been updated in the past few years? Does it feature an accurate menu and easy-to-find contact info? Has it been optimised for mobile devices? If the answer to any of these questions is no, consider revamping your site.

7. Create valuable website content
People assign more credibility to sites that show they have been recently updated or reviewed – and it's also great for SEO. When a website is updated regularly, Google sees it as an active site and therefore ranks it more highly in search results pages. Have a look at what you say on your website, and make sure it's regularly updated and reflects your brand well.

8. Be mobile-friendly
Mobile internet use is growing and growing (something we wrote about way back in July 2013). This year, it’s important to make sure you're producing content that’s web-friendly, and ensure your website is optimised for mobile (if you haven’t already). This will help you reach more of your audience and let customers know that you take your digital marketing seriously.

9. Review your advertising tactics
Look at the channels you use for your advertising. Do you use Google AdWords, email marketing, press adverts, social media advertising, or something else? Are these methods bringing in the customers you want? Think about where your ideal customer is and what channels they'll actually see - and be most receptive to.

10. Have a fresh look at your social media presence
Social media is no longer an option…it’s a necessity. It's also one of the most direct and effective ways you can promote your business. Even if you’re already actively using social media, evaluate your activity and see if you’re doing all that you can. Are you using your Facebook page effectively? Are you responding quickly to customers on Twitter? This is also a good time to think about whether you need to be active on so many platforms. For example, if your customers don't use Twitter, stick to Facebook. Your time will be better spent and you'll have more time to engage. A content calendar is a fantastic way of scheduling in your activity.

So in summary...
Marketing is basically about listening to your audience, and telling them why they would benefit from using your product or service. Making a few tweaks to your plan can help refine and target your marketing, and put you on the right track for a successful 2017.

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What are the differences between B2C and B2B social media marketing?

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differences between B2C and B2B social media marketing

A social media marketing strategy is important for any business. But this doesn't mean every strategy should be the same.

The content you use will differ depending on who your customers are. Posts by a B2B business will probably look very different from posts by a B2C company.

B2B companies can be sceptical of the benefits of social media. This is possibly due to a perceived inability to measure its effectiveness. (Read our blog post about measuring your marketing ROI).

So what are the differences between social media marketing for B2B and B2C businesses? It all comes down to who you’re talking to, i.e. who your target audience is.

 

CONTENT

‘Content’ includes written words such as blog posts, white papers, etc. It also includes visual, audio, and interactive content. The messaging within a social media post itself is also considered content. When writing any content, it’s best to not be overtly promotional. Rather, content should provide value to the reader. Start with the assumption that no-one really cares about your company! By providing value with your content, you’ll be seen as a thought-leader and an expert in your field. Your company will then be at the top of your customers’ minds when the time comes to make a purchasing decision.

B2C
B2C companies usually focus on blog content, and link to this on social media. It’s important to think about how ‘shareable’ a blog post will be – will readers be interested or find it useful? Also, make sure there are share buttons on your website blog, so that readers can easily share your content across social channels with a single click.

B2C businesses should use as much visual content as possible. Creating entertaining or informative videos, hosting them on YouTube (or similar) and then sharing, is an excellent way to do this.

Social content for B2C marketers should be quite casual. An informal tone and using humour can work really well.

B2B
B2B marketers have a huge range of choices when it comes to content marketing. While B2C marketers tend to use a casual tone, B2B marketers generally focus on more 'professional' types of content. For example:

White Papers and eBooks
White papers, while labour intensive, can be very beneficial for a B2B marketer. They are basically a lead generation tool. Given how in-depth a white paper can be, and how much information it provides to the reader, people are more willing to submit their personal details to access it. Lead generation is the most important goal for B2B marketers, so it’s worth taking the time to produce a high-quality piece.

Case Studies
The case study is another brilliant lead generation tool. Case studies also prove to your target market that you can actually deliver the services you’re offering, and deliver them successfully.

Webinars
Creating a webinar serves two purposes: encouraging people to sign up (therefore capturing their data), and supplying you with lots of content to use repeatedly. Webinars can be edited to create different pieces of content, and used for multiple blog posts, podcasts, and even case studies.

Infographics
Infographics are generally thought of as a B2C tactic. This is not the case; infographics can be beneficial to B2B companies. B2Bs tend to have a wealth of data and analytics that can be put into graphical form. Using internal data to create an impressive infographic is a powerful tool to get media coverage and social shares.

SOCIAL MEDIA CHANNELS

With the wide variety of social channels available to marketers, it's important to identify the most effective channels for your business, whether it’s B2B or B2C.

B2C

Facebook
Facebook was one of the very first social channels, and remains a staple of any effective B2C social media strategy. Facebook is a fantastic tool for community and customer engagement, customer support, and promotion.

Twitter
Twitter is one of the only 'open' social networks. This means that any tweet you send can be seen by anyone. But it’s important to understand how to make your tweets get maximum visibility. Use relevant and popular hashtags, come up with creative campaigns, and make contact with well-known people in your field. Don't forget to engage with people – interaction is key!

Instagram
Visual content is an incredibly effective tool for B2C marketers. Instagram can be used to give a personal face to your business. Pictures of your product or shop/office environment are often popular, and even the odd selfie can go down well.

YouTube
Video content is a powerful way of capturing your audience's attention. Don’t worry if you don’t have a huge budget and can’t afford to outsource your video production. There may still be value to a less polished video – it can give your company more personality.

B2B
B2B marketers tend to focus on LinkedIn, Twitter and Facebook. LinkedIn is the most important for B2B businesses. Groups, in particular, should be used as much as possible for engagement and content distribution. Make sure that when distributing your content through Groups, you are not using the ‘hard sell’.

 

If you'd like to find out how we can help with your social media marketing, including managing accounts, writing copy and creating infographics, get in touch.

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Why your business needs a WordPress website

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Why your business needs a WordPress website

If you're thinking about getting a new website built for your business, you might have heard about WordPress. We love WordPress here at Public. 99% of the websites we build for our clients use the WordPress platform.

We've used WordPress to build websites for Wiley, Greenbelt, David Downton, Lilac Rose and Nicola Jarvis Studio, among others.

WHAT IS WORDPRESS?
WordPress is an "open source" website creation tool. The framework is available for anyone to download free of charge - but you need a bit of knowledge (or ideally a web developer) to create a website from this framework. It’s the most powerful and widely-used CMS (Content Management System) around today.

WHO USES IT?
You’re in good company if you've got a WordPress website. Famous blogs like Mashable and TechCrunch both use WordPress. This WordPress showcase gives you a flavour of some of the companies and celebrities using it, and this chart shows which content management systems are currently the most popular.

WHY SHOULD I USE IT?
There are many why a WordPress website would benefit your business.

1. You have control of your own website
No more waiting for your web developer to make simple changes and updates – and paying them for every tiny change. With WordPress, you have control of many aspects of your website and can carry out simple updates yourself.

2. Easy to use
WordPress is very easy to use, even for non-technical people, because the interface is so intuitive. Adding new pages, posts, images, etc. on a regular basis can be done quickly and easily.

3. Manage your site from anywhere
Because WordPress is browser-based, you can log in and manage your website from any computer, anywhere in the world. All you need is an internet connection, and a little bit of knowledge.

4. No specialist software required
WordPress is a self-contained system, so you don't need to use HTML editing software such as Dreamweaver. You can create a new page or blog post, upload or edit images, and upload documents, video files, images, etc. all without the need for additional HTML or FTP software.

5. Great for SEO
Google loves WordPress! The code behind WordPress is very clean and simple, making it easy for Google to read and index. In addition, you can give each page, post and image its own keywords, description and title. You can optimise your content for specific keywords, allowing for very precise search engine optimisation. And you can update all of this yourself, without the help of a web developer.

6. Multiple users
There's no need to be the sole administrator of your website – other staff members can have their own logins. The primary administrator of a WordPress site can set up multiple users, and assign different access levels to different users.

7. Blogging is built in
WordPress started life as a blogging platform, so blogging is built in and easy to integrate. Setting up newsletter subscriptions and commenting is very simple. You can also add your most recent blog posts to other pages of your site, like your home page.

8. Increase what your website can do with plugins
"Plugins" are bits of code that allow certain things to happen on your site. They have already been written, so there's no need for your web developer to write this code from scratch. Plugins are either free or cheap to buy. There will be some configuration required – you can't just buy a plugin, press a button and go. If you're not technically-minded, your web developer will do this for you. Plugins allow your site to have features like event calendars, video galleries and Twitter feeds.

9. Large community
As the world's most popular CMS, there's a lot of free support out there. If you're not sure how to do something, you can search for it on Google. There's usually someone out there with suggestions!

10. It also does eCommerce
WordPress websites can be set up to sell your products online, using a system called WooCommerce.

 

If an easy-to-use Content Management System sounds like the kind of thing you are after, drop us a line for a no-obligation chat about your requirements.

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