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Blog posts for Business

You don’t have to be an expert writer to be able to blog.

You can hire an agency to assist with your blogging, or an expert in your field.

Or you can have a go yourself.

Disclaimer: I am not a SEO expert. This is my own interpretation and understanding.

Okay, so what should I blog about?

Blog posts are commonly used as a tool to help SEO (Search Engine Optimisation.) So it should be content that is relevant to your industry and focuses on certain keyboards to help boost your SEO rankings. It is also a good idea to have blog posts that are s

For example, say if you own a sustainable athleisure business. The types of blog types may include posts about different types of exercise, fitness trends and maybe even blog posts on sustainability.

Or you might work for a knitting company, you could discuss different types of knitting styles, knitting patterns and new products.

Or for something more corporate. You might be marketing for a education company, so your blogs may include topics such as changes to the curriculum, new subjects and legislation.

Photo by cottonbro on Pexels.com

Where do I go from here?

If you are actively tracking your SEO rankings and keywords, e.g. like a SEMRush report, you’ll be able to see where you rank for certain keywords, which can help to determine the topic of the blog content.

Let’s reuse the sustainable athleisure business example again. If when looking at your SEO rankings report, you see that your ranking for ‘gym wear’ has declined, you could write an engaging blog post focused on ‘gym wear’ and ensuring that the phrase is repeated throughout.

Once you have a topic sorted. If you are a marketing professional/content writer/volunteer as opposed to a expert in the field, it’s time to do some research around your chosen theme. I would recommend looking at competitors for similar blog posts (if applicable!) and also others, as well as choosing a relevant and reputable source to pick up some statistics or facts to include. And if available, I would definitely try and speak to experts in your field for some advice or to proof your blog content before posting.

Personally, even if a blog post is for SEO purposes, I would always try to ensure that the information is correct. As I mentioned before, if you can boost your SEO rankings and provide educational useful information to store on your website, it’s a definite bonus.

How do I begin writing?

After doing your research, I would next writing some key points. I would support the key points with either evidence, relevant products/services or statistics, but this can vary due to a number of factors; including industry and the blog post topic.

I would also recommend write the main bulk of the blog post first and then write the beginning/ending of the post at the end. This allows you to write an overview and recap the points that you are making. And it can help you to start writing rather than fussing over how to begin your blog post.

Photo by Lukas on Pexels.com

Top Tips

Word Length: I would recommend aiming for at least 750 words but no more 2000 words.

Photos or no Photos?: Personally, I would include some relevant images to break up the text. If you are struggling for imagery, some great places to find some copyright free photos include Pexels and Unsplash. Depending on your website design, a blog header is a great addition to your post.

Catchy headlines and sub-headings: This is more likely to entice customers to click on your website or when you’re sharing on social media.

Use bullet points and paragraphs: This breaks up the blog on the page, having short sub-headings and bullet points can make blog reading more appealing to readers.

Share Share Share: If you are taking the time to create blog posts, even if it is for SEO, you should share them. Whether that be on your social media channels or on a banner in your email marketing campaigns.

To conclude, blogs are excellent for SEO but they can have other purposes as well. Always remember to share your blog posts, proof read and technically check your content before posting and use imagery.

My blog posts

I thought to end this blog, I would share a couple of blog posts I have written myself.

WW UK (Weight Watchers) : I actually used to be a ambassador and I had the opportunity to write for Self Care Week, which you can read here.

PHSC Ltd: This was a blog I wrote in a previous marketing role and I wrote about Thermal Comfort, the link is here.

P.S. I have been doing some freelance work so I haven’t had time to write anything on here but I’d love to get back into it.

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Seeking new marketing opportunities

This week’s blog post is something slight different, if you’ve read my blog before you’ll know that I was released from my contract marketing role a week into lockdown. I don’t want to dwell on this, I am looking forwards and seeking a new marketing role.

I have been refreshing job sites for the last three months and due to the current coronavirus situation, it has been quiet. Really quiet. Alongside this, I’ve been working on this blog and completing online courses in the HubSpot Academy. (As well as lots of running, Instagram live workouts, reading and baking!)

So I’m trying another approach to put myself out there with this blog post as I really miss getting creative with campaigns, creating new graphics and sinking my teeth into new challenges.

Hi I’m Chloe.

What do I have to offer?

Hi, I’m Chloe and I graduated from Coventry University in 2016 with a degree in English and Creative Writing (2:1) and I have been working in marketing since 2017. In this time I have worked in the industries of Health and Safety, Travel and Dentistry. I have experience of marketing for B2B and B2C audiences. My strengths include social media, email marketing content creation.

Social Media– I have worked extensively on creating eye catching and engaging organic social media posts across Facebook, Twitter, LinkedIn and more recently, Instagram. I like to experiment with different types of graphics and visuals to see which gains more engagement. I believe recording social media results can help to show patterns and trends to highlight which posts have worked well, and not so well. It can also assist with strengthening a social media strategy.

Additionally, I have worked on multiple paid social media campaigns, for Facebook and Twitter mainly, as I think these platforms produce the best results for paid campaigns. I’d like the opportunity to trial campaigns using an integrated Facebook Pixel. I have used Sprout Social, Buffer and Hootsuite for social media scheduling.

Photo by Pixabay on Pexels.com

Email Marketing– this is one of my favourite parts of digital marketing, I enjoy changing the layout of email templates to create a new look and using my writing skills to create some engaging narrative, depending on the topic/industry. Like with social media, I think recording the stats are important, it may highlight which style of subject line or email layout is more appealing to customers. If there’s a particular campaign that has a good open rate or click through rate, you can get an idea of what the customers have liked through tracking and click activity. It helps to see if your campaigns are working or not, if not, you can change it up.

As well as creating and sending email campaigns, I have some experience of creating automated customer journeys, with a focus on email campaigns. These customer journeys have been for things such as Net Promoter Score Surveys and Welcoming customers to a business. I really enjoyed working with customer journeys and this is something I’d be keen to further develop in my next marketing role, if appropriate. I have worked with Salesforce Marketing Cloud, Mailing Manager and MailChimp.

Content Creation– I have experience of creating written and visual content. From my degree in English and Creative Writing and marketing roles, I have developed strong writing skills and where possible, I like use my writing skills for blog posts and content. Since working in marketing, I have strengthened my design skills as I have created graphics and images for social media, email campaigns and websites. I have experience of working with Photoshop and Canva.

Additionally, I have also worked with Salesforce and QlikView as Customer Relationship Management systems to look at customer data and use to collect data for tailored marketing campaigns. I have also used WordPress and Umbraco for Content Management for websites, to upload and update website content. I have experience of working with Google Analytics and Sprout Social to gather statistics to record and identify trends. I would also really like to learn HTML, put my SEO knowledge into practice and to learn about PPC.

Photo by Pixabay on Pexels.com

Closing Statement

As well as having marketing experience, I am an enthusiastic hard-worker. I like to tackle creative challenges and work as part of a team on projects, as well as independently. I can effectively manage my time to ensure that my work is completed to a high standard and on time, I am organised and usually end up with Post-It notes stuck to my computer screen with mini to-do lists. I have built up my confidence over the last five years and I can communicate with people on various levels. I am keen to step into a new marketing role with my existing knowledge and skills, with the hope of further developing these skills and learning new ones.

Additionally I am offering free marketing assistance whilst I am out of work. For enquiries or questions, I can be reached through my social media channels or emailed at chloeinmarketing@outlook.com.

Thank you for reading, my next blog post will uploaded next week, for now I’m off to enjoy the sunshine!

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How to create an Email Marketing Campaign template

Its been over a week since I last posted, I’ve been making email templates for this blog post and for the most time in lockdown, I’ve actually been able to apply for jobs. Fingers and toes crossed!

Before I start, I’d like to say that this post has been created with beginners in mind. I’m taking it right back to the basics.

Before starting to put together a pretty template on your chosen marketing platform, you need to think about what you want to say to your customers.

This will naturally depend on your business. If your business is a fashion brand, you’ll most likely be sending emails about special offers, new items etc. but if you’re a marketing agency, you might be advertising your services, sending top tips and reaching out to inactive customers.

Photo by Christina Morillo on Pexels.com

Template Design

It is more than okay to change your mind when designing a template. Or you might create a few different templates for different types of emails. Or you may create the bare bones of your email structure, i.e. your logo, a menu bar and a footer. Personally, I think any of these are suitable.

I would recommend working your way down through the email template, beginning with the top. You may decide to create a banner or like a lot of companies, just use your company logo. Its simple but effective. And it means no tweaking each time you make a new campaign.

This is the email header I used for my travel company example example below. And yes I have just added some text to an image, but it didn’t need anything else in my opinion.

Example of a header image

The rest is down to personal preference. Depending on the email marketing platform you are using, you arrange your template however you like in terms of blocks for images/text in a drag and drop template, obviously HTML is a different story. Although, there can be restrictions at times, I have found that with MailChimp when arranging blocks, but on the whole it is an easy to use platform.

Template Examples

I have created three examples of email templates which have been turned into campaigns (individual emails) to show how templates can be designed, with content in the blocks.

Newsletter

But this is the kind of thing I’d expect from a blogger or a social media influencer and personally I like a grid style email. It has my logo clearly at the top with a very ‘on brand’ email header, a bit of text and 4 grid images and text. It is simple, but for the purpose, it works well and fits in well with my branding. This is very small and not very aligned, so please see the mailchimp campaign I created here.

Promotional Emails

This style of email template again, is simple, but it is another way to encourage people to visit your website. By adding the different categories boxes, it should enable people to click through to the relevant part of your site.

As in the example below, customers may click on the destination that appeals to them. This might be a good bottom section for an email template, particularly if your business sells a variety of products or services.

To see the MailChimp campaign I created, click here.

This is another example of a promotional/salesy email, this one has no text. It is constructed of graphics only. Sometimes I think this is okay. A lot of people do prefer visuals, but make sure that you include ‘alt text’ to your images in case the pictures do not show when you initially open the emails. To see the MailChimp campaign, click here.

I rebuilt these emails with the elements in Canva and some of the alignments are slightly off, but they’re just for the purpose of this blog post. If they were for real, they would definitely look a lot neater! But you get the idea of the different kinds of templates you can create.

Most email marketing platforms are easy to use, especially if you use a ‘drag and drop’ style template, where you just drag in blocks for text, images etc. and place them in their desired position. I would recommend creating a number of different versions and sending them to members of your team (or friends/family etc if you’re a small business) for opinions.

And if you find that you aren’t getting many click throughs, you can always tweak your template. You could add in buttons or change the layout of your template to see if it makes a difference.

Thank you for reading, my next blog post should be up next week!

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Automated Customer Journeys

So you’re now settled with your email marketing campaigns. You have a growing database of customers, you’re seeing revenue from your campaigns with tracking and a consistent open rate.

Great, I’m all sorted. I’ve completed email campaigns.

Well you could stop there. But have you thought about creating automated customer journeys?

Once you’ve mastered email campaigns, automated journeys can be the next step in your digital marketing strategy.

What is an automated journey?

An automated journey is kind of what it sounds like. Its where you send customers on an automated journey, typically made up of emails and the emails are triggered by the actions of the customers. Automating journeys provide a smoother and easier customer experience. It can also save you valuable time as well.

Photo by Leah Kelley on Pexels.com

What kind of things can I make journeys for?

There are lots of uses for customer journeys and don’t have to be used just for email, but that’s what I’m going to be talking about in this post. Here are some common types of customer journeys:

Welcome– as you’ve probably seen in your own inbox, welcome emails are a popular choice of automation. It provides the opportunity to welcome people to your business. Within your journey, you can include emails to remind customers of what you sell/services offered, your top selling products, a cheeky discount code and lots more.

Events– it could be something like an industry event, seasonal or Black Friday. If you have promotions coming up for a particular event, you could prepare the emails in advance and set up a journey so that the emails are sent fluidly. You don’t need to send a follow-up email to customers that have already opened or engaged with the initial email. That is where automation is useful.

Customer feedback surveys– automating customer surveys is a great idea. It means that your surveys are being sent out to the customers who have purchased products (or whatever your business does) and for this timing is key. With an automated journey you should be able to set the timings to be a certain time length after the order to allow the customer time to try out the product before the email is sent.

Example of a basic Customer Feedback Survey automation.

I wanted to try and show what a customer journey may look like. Although I appreciate that the above may be confusing. So let me break it down a bit further. I’ve used 5 days as my time scale just to keep things simple, you can use however long you think is appropriate.

The Data bubble will probably stem from somewhere in your CRM system (e.g. Salesforce) and you will have created a report that will update the data automatically for you, this is the first stage of an automation. Or if you’re using MailChimp, I believe you can select to add people from a list when they sign up to receive marketing. The first stage will be send your initial email (whatever it may be!) and then you can put in a split, to make a different path, depending on whether a customer has opened/clicked an email and you can send a different email on the paths. In the example above, you can see there’s a follow up to those that have not opened, but you can make the journeys as complex or simple as wish. This is a simple journey to show a brief example.

Why is this helpful?

Automated journeys are helpful because they are prepared in advance to allow for a smoother customer experience. It also saves you time and having to remember to fire out the follow up email. It also ensures that you are sending to the right audience. For example, why would you sent out a customer survey to a customer who has not purchased? You wouldn’t.

To conclude, automated customer journeys can be an effective part of your digital marketing strategy. They can be technical to set up, depending on the platform that you use, but it is worth it. You can use them to welcome new customers to your business through sending discount codes and showing customers why to use your business, to send promotional emails regarding an event including follow up emails and special offers and to collect customer feedback to help your business improve its services.

When getting started with automation, I would suggest to look at what automation’s may be useful for your business and to decide what data you want to use for the journey, this may will between journeys. Additionally, someone from previous job recommended to draw out your journey on paper before started to design on software, which is really helpful and something I always do now.

Thank you for reading this, my next blog post is coming soon!

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Why should I pay for social media ads?

Understandably, some businesses may be reluctant to pay for social media adverts. Especially for companies who may not have seen revenue from organic social media posts. And this can be for a number of reasons. Maybe you aren’t posting consistently, or all your content is the same, e.g. blog posts, product pushing or maybe your customers aren’t following your channels.

But paid social media adverts are an effective way of reaching potential customers that aren’t following you on social media. But how?

When creating paid campaigns, you can create a targeted audience for the social media platform which means that your adverts are going to be targeting the people you want to reach.

Okay, so say that you own a sustainable active wear business and you want your adverts to be seen by fitness enthusiasts. Creating paid adverts can help you to promote your business/activewear products to people who are interested in fitness and might be potential customers.

But before launching in and creating your first ad, you need to decide what your goals are.

What goals can I achieve with social media?

The above shows the options that Facebook Ads provides when you click ‘Create Ad’ and I think it gives a really good overview of what you can use social media ads for. Read the below to find out what type of ad would help you reach specific goals.

Goal: I want to raise awareness of the business and reach new potential customers.

Ad Type: Brand Awareness- this type of ad will help your adverts been seen by people in your target audience. People who have been highlighted as being likely to pay attention or engage with your ad. A feature of Twitter that I like for this, is the lookalike audience and you can target those people similar to the accounts that you add. Top tip: put in the name of your competitors!

Goal: I want more customers to visit my website and buy more products.

Ad Type: Conversions- these ads designed to encourage people to take action once they’re on your website/app, after clicking through from your social media advert. Actions could include: signing up for an account or to receive communication e.g. emails or newsletters, or even better, making a purchase. As shown above, Facebook allows you different types of Ads, the general conversion ads, Catalogue Sales- which displays items from your catalogue and Store Traffic, which is encouraging customers to visit your business in person.

Goal: I want to get more customers signed up to my mailing list.

Ad Type: Lead Generation- this type of ad can help to reach people that may be interested in your services and collect ‘leads’ this is done through a ‘form’ style ad and it can be an effective way of collecting customer data. E.g. getting newsletter signups, encouraging people to download your free resources.

Goal: I want to gain more followers on social media.

Ad Type: Any. Personally, I don’t think there is a specific type of ad that can boost your following more than another. As long as the ad is tailored to your target audience. Although I do like the follower campaign feature on Twitter, I tend to use a few of these at the same time with different content to measure which performs better. Although, if your goal is to get more followers, I would recommend an ad set with an engagement focus.

Photo by Cristian Dina on Pexels.com

There are other things that you can implement to help with your paid social media campaigns. Like, the Facebook Pixel. This is a great tool, you need to add a piece of code into the header of your website (you can choose which pages etc.) and you can actively target people who have visited your website, through social media ads. I think this is really clever and will ensure that the customers you are targeting, are interested in your business. This is also a form of retargeting.

If done effectively, paid social media campaigns can be great and cost effective. Ads are ideal for promoting your brand, advertising sales and events, and also for retargeting customers who have visited your website. Most social media platforms offer paid campaigns, from Facebook to Twitter, to Instagram to Linkedin. All have different options, some better than others. It is worth remembering that Facebook ads will automatically be shown on Instagram. If starting out with paid ads, I would definitely suggest starting with Facebook and Twitter. They both have a lot of assistance available to help you to create tightly tailored adverts.

Thank you for reading this blog post. I’ll hopefully upload another one this week.

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What link should I put in my Insta Bio?

Before I start, I would like to say that this is not my idea/theory. You can read the article from Melissa Judson here. But I read this article last year and I love the concept. I’ve actually done this myself for this blog. It was something I wanted to implement in my last role, but didn’t get a chance to give it a go.

Quite often, you’ll click on a Instagram’s Bio link and it leads to a LinkTree page. A LinkTree is a personalised page which contains links referring to your website for your latest Instagram Posts. We’ve all written ‘click on the link in my bio’ at the end of an Instagram post haven’t we?

And it sounds great right? And so handy. It makes it so much easier to direct people to your posts right?

It is a great concept. But why do you need LinkTree to do that? People who click that link are not landing on your website. They are landing on LinkTree. And that’s not what we want. Also LinkTree was marked as spam by Instagram a while ago, which meant that anyone who clicked your bio, wouldn’t have reached the desired link.

A photo showing a computer and an instagram profile
A instagram profile on a phone

These are the cons of having a LinkTree:

-You can lose your identity, as there is a lack of branding and personalisation available. This provides an inconsistency and when customers click on the link, they may not recognise the content as being of of your company.

-Customers are not landing on your website. This can be damaging for a few reasons, it can affect your SEO as the ranking is being given to Linktree as opposed to your own website, as they are not landing there. Plus, putting your website link in your Instagram Bio, is a lost opportunity for directing customers to your own website.

-Linktree could go down and this could mean that people are enable to reach your content. Or as has happened before, Instagram could mark LinkTree as spam and again, customers won’t be able to view your link.

-A major downside of Linktree is that there is a lack of analytics available. So when it comes to reporting, how are you going to track how many people have clicked on your content?

So what should I put in my Instagram Bio?

Instead of sending your customers to a LinkTree. You can build a landing page on your website/blog that is purely for your Instagram content.

And here’s why:

-This will ensure that customers land on your own website, this is good for your SEO and rankings. Also by sending customer to your website, it may encourage them to buy products or seek assistance from your company. Good content for Instagram is a great way to be noticed and entice customers to click through to your website.

-When customers click through to your website, it will be familiar to them. It will have your branding, your usual menu etc. and this is important as it provides familiarity and consistency to the customer. Additionally, you can decide how you go about designing your page for customers to land on.

-Another important benefit is that you can add tracking to the page. It is popular to opt for a grid style layout that mimics Instagram, I think this is important because you’re effectively taking the customers away from Instagram, so this should have an impact on the design of the page. For tracking, I would recommend using the Campaign URL Builder as this will help when looking at where your leads have come from in Google Analytics.

An example of an Instagram Landing Page

As well as tracking, there are other ways to use an Instagram landing page. You could set up a Facebook Pixel (you’ll need to insert a piece of code into the header of your website) and you can retarget customers who have visited your website through your Instagram Bio.

Re-targeting in this instance, is where a customer who has visited your website, will then see adverts for your business on the News Feeds of their Instagram and Facebook accounts. Say for example, you posted a graphic on Instagram to advertise a Social Media Marketing Course and from this, they clicked the link in your bio and click on the relevant image on your page. They will now bit hit by these retargeting ads to prompt engagement.

I think this is a fantastic concept and is something I am now using for this blog. Like I said, this concept is not my own, this is based on this article from Melissa Judson and I just wanted to share her ideas. No copyright is intended.

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Help! I can’t afford Photoshop

Before I get stuck in, I would like to say this post is not sponsored or an ad. Canva is just my lifesaver!

“Photoshop is too expensive”

“Do I need to hire a designer?”

“I’m not creative enough”

Does the above sound familiar? Before starting work in marketing, I don’t think I had considered how much design was involved in marketing. I’m definitely more of a ‘words’ person, and my design skills aren’t as strong. But I’ve definitely learnt a lot about design and creating visually attractive materials.

Having strong visuals is essential for digital marketing. With platforms like social media, email campaigns, websites etc you need to have attractive imagery. It doesn’t need to be something overly complicated or fancy. Simple is fine. But it does need to be visually aesthetic. I do feel like Miranda Hart as I type this but, what a lovely phrase. Visually aesthetic. But you need to be able to attract the attention of your customers AND engage them.

Photo by Kerde Severin on Pexels.com

When a lot of people think about design and creating images, their first thought is ‘I don’t have Photoshop, its too expensive” but that’s okay. Photoshop is great (I have used it!) especially for big companies for big marketing budgets, but for smaller companies or individuals there are other cheaper, and free alternatives.

My personal favourite is Canva. Not Canvas. Canva.

I discovered it in my first marketing position in 2017 and I use it almost everyday. I’ve used to it make social media graphics, promotional banners, email headers, birthday cards, menus and lots more. And best of all it is easy to use.

Where do I start?

Before you jump in and start creating, you should look at the existing style and guidelines that your other marketing uses. E.g. fonts, colours, styles etc.

This is a good basis to start from, as it is important to be consistent with your branding, even on social media and digital campaigns. You may even decide you need to set a set of brand guidelines to help keep your material consistent and on brand.

For social media platforms such as Instagram. You can keep the same style for each post and switch up the text and graphic. That’s what I am currently doing on my Instagram for this blog:

So above you can see that I’ve used the same background. The same front. And I’ve simply just added in some new images. It is simple. But I think it shows consistency and reflects the theme of my actual blog. I might change it as the blog progresses but for now. I like it.

And it wasn’t made using Photoshop I used Canva.

So as you can see on the left hand there are lot of options to help you with creating content.

One of the things I really like about Canva is the Elements tab as you can not only add basic shapes but it also has a good collection of illustrations and stickers. I like to add flowers and cartoon like images to my content. The email marketing and social media graphics above contain elements that I have found on Canva.

Other features of Canva include- being able to select different image sizes for different platforms. For example, you can quickly open a blank canvas that is the correct size for a Instagram Post, a A4 poster etc. it saves having to google “what is the best size for a Facebook post image” because who hasn’t done that? I definitely have, more than once! If you’re stuck for inspiration when creating a new graphic, there are lots of templates you can use as a base for your content.

Where can I find stock free photos?

Until about a year ago, I thought it was really difficult to get decent free copyright photos but I was wrong. I wouldn’t recommend using stock photos religiously throughout your content but they can be useful. I tend to mainly use them on websites and for images in between blog posts.

These are the main places that I go to when I need a decent stock free photo:

Pexels

Unsplash

Pixabay

To conclude, you don’t need a fancy piece of software like Photoshop to create decent marketing materials. Canva and other alternatives are just as effective and free. But more importantly, you can use it to create social media posts, website banners, promotional materials and more. Remember, if this is your first time creating digital content, I would recommend to start with looking at your other marketing materials, like leaflets and catalogues for inspiration.

Thank you for reading and my next post will be uploaded soon.

Introducing Me

Hello,

I’m Chloe,

I lost my job due to COVID-19 and I thought I’d be productive whilst I’m not working so ta-dah! Shiny new blog.

I will be writing about my experiences of marketing, particularly focusing on social media and email marketing campaigns. I’ll also be sharing my top tips, trials and errors and what I’ve learnt over the last four years.

I thought I’d use this this blog to showcase my marketing skills and knowledge. As well as creating this website, I will be teaching myself how to do things I haven’t had the chance to do before, including branding, website creation and pay per click. I’m going to be doing some online marketing courses to expand my skill-set whilst I’m out of work. Currently, I’m learning PPC with Wordstream.

So here’s a little about me…

I’m 25 years old. I currently live in Kent. I have a degree in English and Creative Writing from Coventry University. I’m a keen runner and spin class enthusiast. I’m a massive Taylor Swift fan and I love going to the theatre. I stopped eating meat in January 2019 and I enjoy trying out new vegetarian recipes.

One of my favourite things to tell people is that I lost over three stone with Weight Watchers. I was in my final year of university when I decided that enough was enough. I joint WW and whilst at uni, I lost around two stone by following their plan and exercising. After finishing uni and moving back home, I lost a further stone and a bit. My weight was dropped but I gained confidence. Not just in the clothes I wore or that I was comfortable in the gym, but confident in so many more areas of my life. I’ve had some exciting opportunities with WW, I was featured in their magazine back in 2017 and I have also written a blog post for them which you can read here. I was previously an Ambassador for WW but I decided to stop following WW around a year ago. I felt comfortable enough to fly solo. Although I would highly recommend WW to anyone who wishes to make a lifestyle change (I have not been sponsored to say this, I promise!)

That’s enough about me, my first blog post will be coming soon and I’ll be talking about running a social media account for a business.

Social Media for Business

I think that a lot of people have a certain perception of social media. That its for selfies, photos of perfectly presented dinners and videos of pets. And sure, that is a big part of social media, BUT, there is definitely a place for company social media accounts. Whether you’re a B2B or B2C company, social media is for you.

Why should my business have social media accounts?

Social media provides the opportunity for businesses to do three things:

  • To show the human side of your company. Share photos of your fundraising events, bake sales or a summer BBQ. Why? For a lot of businesses, especially in corporate industries, it can help to remind your clients/customers that there are people supporting the running of the company. For example, a client may have had the same account manager for five years, and by seeing their photo, they can put a face to the name, which may help strengthen the working relationship.
  • Social media is a fantastic place for you to promote what your business offers, whatever it may be. Various platforms provide different ways of doing this. For example, Facebook Business Pages lets you add in your business details, from telephone numbers to addresses to websites, almost mimicking the information displayed on Google. You can organically post content, (graphics, blog posts, videos etc.) as well as paying for advertising your business to a tailored audience.
  • By having social media, it can enable you to reach new audiences, potential customers and to encourage returning customers. There are lots of ways in which you can use social media to reach customers, from paid adverts, to adding relevant hashtags to your posts, integrating a Facebook Pixel and retargeting.

Okay so, what social media platforms should I use?

After deciding you want to put your business on social media, the next step is to create your accounts. But what platforms should I be on? And that decision is completely up to you. But I can provide some information on what the networks can do for you.

Facebook allows you to create a business page where you can add all of your contact details (telephone numbers, website, address) you can create calls to action (call now, shop now, message us buttons) and people can leave reviews of your company, a bit like a Google Business Profile. You can post organically on your profile, which will be seen in the news feeds of people that have ‘liked’ or ‘followed’ your page, organic posts can include images, videos, blog posts, anything you wish to post. If you’re looking to raise the profile of your business, you can create paid Facebook Ads, where you can create a tailored audience to target, this is a good way to create brand awareness. There are many types of Facebook Ads you can choose from. Another fantastic feature is the Facebook Pixel, this is a piece of code that you’ll need to add into your website and it can help your target customers who have visited your website.

Twitter is the home of hashtags. Like Facebook, you can create a profile for your business, where you can briefly explain what your business does, as well as providing a link to your website and the option for a customer to send you a direct message (or sliding into your DMs as it is also known.) When someone follows you, what you post on your account will be shown in their news feed and by using relevant hashtags (e.g. #digitalmarketing) you can also be seen by other people i.e. potential customers. Twitter also allows you to create paid adverts, its more limited than Twitter with style, but I think Twitter is ideal for campaigns such as a Brand Awareness or Follower Campaign.

LinkedIn is a professional network. The focus of this platform is to help professionals connect with one another and businesses. Like other social media, people can ‘follow’ your account and you can share similar content to Twitter and Facebook if you wish, like blog posts, images, videos etc. LinkedIn also has paid advertisements, but personally I don’t think it works as well as some of the other platforms.

Instagram is an image only social media. But most people, enjoy visuals so Instagram can be great for businesses. It is linked with Facebook, so when you create a campaign on Facebook, it will also appear on Instagram. When posting on Instagram, its important to post aesthetically pleasing imagery and videos, even more so than the other platforms as you will need to capture the attention of your audience visually. Like Twitter, hashtags are essential for Instagram to gain followers, create brand awareness and to reach your customers.

Youtube is a fantastic platform to post videos. Things that would work great for a business are videos such as product demonstrations, members of your team promoting an event or even a video to show how your company has progressed through the years. As well as posting on Youtube, the videos posted are ideal for embedding into your website and sharing on your other social media platforms.

There are lots of social media platforms out there, including Pinterest, Snapchat, Tik Tok and many more. But personally I think that the above are the vital platforms to use when using social media for business. If you are starting out with social media for your company, I would recommend to start with Facebook and Twitter, and from there you can decide if you wish to add other networks to your collection.

Thank you for reading this blog post, be sure to look out for more social media related blog posts!

Chloe

Intro to Email Marketing

Email Marketing is essential to a successful marketing strategy. We’re all used to see our own inboxes flooded with marketing emails every single day. Emails from Amazon, Topshop, Fitbit or whatever you’re into. These emails are usually full of special offers, pretty graphics and customer surveys. With email marketing, it is so important to have a mixture of content within your emails and even more importantly, to not bombard your customers.

Why should I do email marketing?

Email Marketing is an effective way of communicating with customers. It provides an opportunity for you to send relevant messages and information. From special offers, new products/services or to advertise an event your company is attending. But why email marketing? It is important, particularly for businesses to help them do a number of things.

  • Inform– email marketing is a good way of keeping your customers updated. Perhaps with company news, new product releases, important updates for your sector, plus special offers and events. When sending these types of emails, ensure that you have a variety of emails to send, rather than just promoting your products or services.
  • Educate– this is more for B2B marketing, its great to advertise that you have fantastic new products but why not provide some information on how to use the products? Is it an add on to an existing product or a new version of an older model? Additionally, it may be useful to educate on other matters such as new legislation, and industry standards.
  • Entertain– this can apply to B2B and B2C, but more likely the latter. Obviously we always want to engage the customer, no matter the sector. But if you’re marketing in an industry such as travel, beauty or hospitality, entertaining your customers is key. For example, whilst in lockdown, a travel company’s email campaign could focus on ‘dream destinations’ and you could include information and images of beautiful landscapes, couples sunbathing on a remote island and cocktails with a sea view.
Photo by cottonbro on Pexels.com

Okay, so where do I start?

Before you get to creating your email template and choosing a platform, your first stage is to determine what approach you wish you take. This will of course depend on the industry you’re in, whether you’re B2C or B2B as well as personal preference. I would recommend looking at what you want to say to your customers. Do you want them to just buy your products, do you want them to buy your products and use your company as a source of information? But whatever approach you decide upon, it is important to have a variety of email content. Like the following:

Offers– Sending special offers are great as customers are always looking for ways to save money. But don’t over-do it. If you’ve got promotions across your entire site, price cuts due to an event or sale on something that a customer has previously purchased? Fantastic. But try to avoid sending annoying ‘save 30% on *insert here*’ emails three times a week.

Educational– I did mention this briefly above but these emails are ideal if you’re in a sector where there are new technologies developed or similar. For example, when I worked in health and safety, we updated our customers on new health and safety laws, but in conversational language that was easy to understand.

Events– If you’re attending an event/exhibition/trade show, its always a good idea to let your customers know. With some email platforms and CRM’s (customer relationship management systems) you can even filter your data and send to customers in the location where the event is taking place.

Photo by MD Duran on Unsplash

Seasonal– No matter the industry, I think its nice (and humane) to send your customers Merry Christmas, Happy Easter emails etc. It shows your human side and its friendly! Something like a postcard with a team photo would be ideal to show the faces behind the company.

New Product/Services – If there’s a change to the services you’re providing or a new product released, this is something that may be of interest to your customers. You could combine this with an educational style email, and you could even ask customers to sign up to receive updates about it to ensure its reaching the right audience.

Newsletter– There are lots of different ways you can send newsletters. Most common are probably company updates and industry updates. Quarterly updates offer an overview to what has been happening with your company or industry. This is probably better suited to B2B marketing.

When you’re set up and ready to start building your mailing list, you can give your customers the option to set preferences for what emails they wish to receive. This will discussed in a future email marketing post.

This has been a brief introduction to email marketing, why you should do it, the types of emails you can send and what email marketing can add to your marketing strategy. There will be lots more information coming about email marketing in the future.

Thank you for taking the time to read this and my next post will be released very soon.