To say that coronavirus has changed everything would be no understatement. There is no doubt that the world will never be the same and society’s norms will have considerably shifted once the pandemic is over and the lockdowns introduced across the globe end. Businesses need to be extra mindful with their marketing at the current time – but you must keep connecting with your customers!
It can be difficult for businesses to judge how best to manage marketing during this time of tumultuous tension. You need to keep the public informed of operations and whichever products or services are available without coming across as “salesy” or pushy. Arguably, however, now is a more important time than ever to keep communication open – so keep at it.
The following pointers can help you in mindful, considered marketing during this unprecedented period of time:
Stay Mindful of Moods
People are feeling fearful, anxious and upset. The coronavirus pandemic has affected everyone in different ways, and tensions are running high. You may find that people react negatively to some of your communications – if so, acknowledge your learning points and run with them. Don’t react aggressively and be respectful.
The way your audience reacts to you may be considerably different right now than it is normally; and you will need to handle reactions as they happen.
This Period is a Test
Now is the time to truly demonstrate your business’ values and what you stand for.
Many larger businesses have diverted from regular operations to focus on producing goods to support the fight on Covid. Many smaller businesses who are not in the situation to support the cause financially, have found other ways to demonstrate their support and maintain levels of positivity.
What could your business do to play its part during this challenging time?
Even if your business tone is usually extremely professional and academic, now’s the time to expose your human side.
There’s no need to go ‘full fluff’ with your messages, but keep relatable, and real. Doing this without compromising on integrity should come easily.
Keep Connecting with your Customers Regularly
If you already have social media and marketing content calendars, adjust them to fit what’s happening right now rather than just letting them run as usual. It’s still important to keep communications regular, and not to let your brand ‘go quiet’ – even if you’re unable to operate and function at present.
Continuing to work on external communications keeps your brand visible and front of mind. Communications can include updates on charitable and non-business activities as well as company ones, so don’t be afraid to mix it up.
Build a Community
Focus on how you can support, guide and help build the community within which you operate and serve.
Do not hike up prices or take advantage of the situation – it will only be perceived as bad business practice and in bad taste. Instead, work with those you can and increase your presence by indulging in good corporate social responsibility. Do what you can, with what you can, while you can – and encourage your customer base to do the same. Your customers, and your community, should be at the heart of everything you do.
Feel-good content is what we all need right now: reassurance is in sparse supply! Everyone is affected by marketing messages in a different way currently, and emotions are dipping up and down on a more-than-hourly basis.
Don’t ignore the severity of the current situation, but focus on the positive where you can. We all need a little positivity in our day.
Whatever you do: don’t stop communicating. Transparency and openness will be appreciated by your customers and honesty is key. Now proves an opportunity for you to be real, and pave the way for future integrity and veracity – both of which are great things to have associated with your brand!
Woya Digital is a digital marketing agency made up of experts in our various fields. We make business growth through digital marketing, affordable for any business!
Life is busy for business owners and one day rolls into the next; so it’s important that we step back and take stock once in a while. We need to re-assess priorities and ensure our ship is continuing to sail in the right direction. It is crucial for business owners to be consistently and constantly aware of changing customer attitudes and appetites – so you’re able to adapt, pivot and continue to meet your clients wants and needs. The purpose of Get To Know Your Customers Day is about doing just this – allowing us to promote business growth and customer understanding.
What is Get To Know Your Customers Day?
Get To Know Your Customers Day is a national day aimed at encouraging businesses to halt their usual work and touch base with their existing (and potential!) customers in order to address any issues, untapped opportunities and/or concerns.
This can feed into business operations, marketing and business growth.
When is Get To Know Your Customers Day?
Get To Know Your Customers Day doesn’t happen just once a year – but instead, every quarter! Usually held on the third Thursday of each quarter, it’s regular enough for businesses to keep on top of rapidly changing markets and attitudes. In 2020, Get To Know Your Customers Day happens on January 16th, April 16th, July 16th and October 15th.
Why it’s Important to Get To Know Your Customers
Customers are people, and their wants and needs change over time with changing circumstances, attitudes and appetites for products and services. Building up a trusting relationship with your existing customers fosters brand loyalty that can ultimately increase their value to you.
They’re also the audience you want to hear from to find out what they want, like or dislike – giving you distinct competitive advantage.
How Knowing Your Customers Can Impact your Marketing
The way in which you communicate to existing and potential customers is key to attracting them to start or continue on a relationship with your business. One of the things that can be gained from getting to know your customers is to find out how they would best like to be communicated with, and to identify the channels they use and prefer for communications.
You can also identify which marketing strategies are really impacting your target audience, and therefore focus on these moving forward.
This allows you to tailor your marketing to best reach your audience where they are.
Knowing Your Customers Will Benefit Your Business
Really knowing your customers will affect every area of your business! Assure those that you’re interacting with that you want their honest, open feedback on EVERYTHING. Consolidate all the information you receive and work out how the results can best be applied to your business operations and strategy as a result.
Pivoting a business’ direction based on changing markets and client requirements is key to business growth and success, and is something that every business should be reviewing at regular intervals.
Woya Digital is a digital marketing agency made up of experts in our various fields. We believe in making business growth through digital marketing affordable for all businesses through our pay monthly marketing packages, with no upfront investment. Find out more about how we can support your business growth through digital marketing.
Social media platforms provide a fantastic opportunity for small business growth, however a considered plan is required to really optimise what they have to offer. We’ve put together this blog as a “Where to start” for business owners with their small business social media marketing strategy.
When it comes to social media marketing, the following quote perfectly sums it up: Tactics without strategy is the noise before defeat – Sun Tzu
1. Establish Your Goals
You should know your business goals. Whether you manage your social media marketing yourself or have a marketing partner to manage it for you, you need to establish realistic goals that you wish to achieve through your social media marketing.
A business generally has one or more of these 6 objectives behind their social media strategy:
Drive website traffic
Create brand awareness
Build audience trust
Provide customer support
Once you know why you are doing what you are doing, you can do it better. Each post you publish will be as a result of one or more of your established goals.
2. Create Audience Persona(s)
Many business owners underestimate the value of audience persons. You should not start a social media marketing campaign without understanding who your targeted audience is.
An ‘audience persona’ or ‘buyer persona’ describes the attributes of your target audience in as much detail as possible.
Understanding the habits and behaviours of your prospects helps you find and create personalised content especially for them. Depending on the nature of your business, you may have to create more than one audience persona.
3. Select the Right Social Media Platforms
As of 2019, 7 social media platforms dominate. Each has hundreds of millions of active users, and its own unique strengths. For example, Facebook has more subscribers than YouTube; however it can’t beat YouTube when it comes to video content marketing.
You shouldn’t limit your business to just one platform, having said this, you don’t need to be active on every social media platform. Use your business goals and audience personas to identify which social media platforms your target audience are on, and also what your capacity is for consistent content creation and distribution.
4. Identify and Study Your Competitors
Studying your competitors will help you identify market trends, establish what is and isn’t working for their audience, and which platforms your competitors are on.
Take out time to thoroughly analyse what your competition is doing. Do not go out to copy what they are doing, but to do it better, and learn from what they are doing.
5. Set Up Your Social Media Accounts
You will need data from all first three steps to implement this step efficiently. While setting up a business profile on a social media platform is not difficult, there are ways to optimise how you do this. It’s worth doing a bit of research.
This step will include having logos properly sized and header images created, and completing text boxes with company information overviews. Much of the information should already be on your website – don’t feel you need to re-invent the wheel!
6. Plan and Schedule Content
Planning and scheduling are two different parts of content marketing.
In planning, you have to determine the content that is relevant to your business and attractive for your target audience. In scheduling, you have to plan which content to publish, and when. You also need to establish how many posts you are going to post each day, to each platform. This again will be determined by your capacity to create relevant content.
Consistency is an essential element of social media posting.
7. See What Works and What Doesn’t
Marketing is a continuous process, and you are guaranteed of constant changes and development. An important part of each social media marketing campaign includes gathering and analysing data and using it to improve upon the next one.
8. Run Social Media Advertisements
After you have succeeded in creating the initial presence of your business on social media channels, include paid advertisements. Organic social media reach has plummeted over the past few years, so an element of paid advertising is critical
Every platform offers paid promotion, and it should be a part of your social media marketing strategy. However, make sure you first fully understand your market and audience to get maximum return on investment.
There is more to each point highlighted above when structuring your small business social media marketing strategy, however you need to start with understanding the basics, and then work into the detail from here.
At Woya Digital we believe in making business growth through digital marketing affordable for all businesses. We do this through our pay monthly marketing packages, with no upfront investment. Find out more about us and how we can support your business growth!
When blogs first arrived, the primary concept was merely to produce an online journal. Nobody considered it a source of generating online traffic, raising awareness, meeting business goals. Or even the importance of business blogs. However, blogging has gained significant momentum over the past decade. People now use it for a variety of different purposes.
What are Business Blogs and How Can It Benefit Business?
Business blogs are opinion, thought and articles, usually on your website and promoted on social media platforms. The blog resembles an online diary or journal that is maintained by the business owner, manager, blogger or team of bloggers. In business, blogging is a marketing technique that is used to bolster the online visibility of a business.
For business blogs, the blogger creates informative or interesting short-form content of around 300-500 words. This content is then posted on the website’s ‘Blog’ section, which are listed in date order. Simply, business blogs are a collection of articles written by the company to be read by an audience they are looking to attract.
The companies that consider business blogging to be an awesome marketing tool, generally discuss the subject matter that is relevant to their products, services or areas of interest. Something that would attract or interest their customers.
Importance of the Content Structure in Business Blogs
The structure of individual blogs is increasingly important for a website’s SEO. If you intend to improve the traffic on your blog, you should focus on structuring the content so that it makes sense to Google and is easy for readers to navigate.
If your blog is structured strategically, the content will have the best links. By generating links, you are informing Google about the importance of the content. You also indicate that you expect Google to index the content. If you follow a smart internal linking methodology, there is a high probability that your content will rank better on search engines, which is a major goal for all.
Blog Timings – How Often?
Blogging is a commitment that requires effort and perseverance. The regularity of blogs is increasingly important to attract readers and encourage them to come back to your blog regularly. If a reader anticipates your blog posts and you fail to deliver on timely intervals, they are likely to lose interest. This is damaging to your overall credibility and marketing strategy.
While posting regularly is a smart choice, many businesses resort to weekly submissions, considering the amount of time and energy required.
The Benefits of Business Blogs
Many successful companies value the importance and benefits of blogging. Many marketers have observed a substantial increase in their online visibility and conversions after maintaining a blog. The real benefits of blogs include:
Boost Business Visibility
A regularly updated and tactfully curated blog aids in bolstering the business visibility. It is an innovative marketing strategy that helps in generating awareness and drives traffic to your website. A blog provides information and knowledge to the readers and subliminally endorses your product and services to them. This helps in building your reputation as a trusted and knowledgeable supplier. A well maintained blog nurtures conversions and boosts the visibility of your company in the digital space.
Drive Web Traffic
Blogging is not only used to generate awareness, but will also drive increased traffic to your website. Marketers make use of guest blogging tactics to encourage new readers to their site. A well maintained blog will also motivate your intended audience to access your site time and again. It is estimated that a company that blogs gets almost 55% more visitors on their website.
Blogs are the building blocks of your SEO strategy. A search engine optimised blog can help in improving your search ranking substantially. Blogs can be used for guest blogging, back-linking, keyword indexing and building your credibility online. All this affects your SEO positively, ensuring improved search rankings.
Boost Brand Performance
With cut-throat competition in the digital fraternity, a blog with fresh content, insights and knowledge can give you a significant edge over your competitors. It improves your brand recognition and reputation, facilitating your overall business growth.
Build Customer Relationships
Your blog becomes your primary mode of communication with your client. A recurring visitor indicates that your blog is being appreciated and your brand recognition is increasing. Your blog can become a great way to build suitable and long-term relationships with customers.
The benefits of blogging are extensive. Marketers that make use of blogs get 67% more leads than those that don’t. Businesses who give priority to blogging are 13 times more likely to get positive ROI, highlighting its increasing significance.
Woya digital is a social media marketing agency based in Chichester. We can assist companies of all sizes, anywhere, promote themselves through the internet. Our fixed price offering is straightforward and yields results! We are fantastic at social media management, website design and SEO, all paid monthly, with no upfront investment.
We are in a candidate led market and people have changed the way they hunt for jobs. Clients and potential candidates alike are online, scouting for new concepts, ideas or next career move. Employers need to have a strong online presence with interactive job opening posts and recruitment messages to appeal to the job hunters. Your recruitment marketing strategies need to be well tailored for candidate attraction to get the desired results. Recruitment marketing needs innovative and evolving techniques with targeted strategies to be successful at talent acquisition for either permanent or temporary recruitment agencies.
What Are Recruitment Marketing Strategies?
Recruitment marketing strategies and techniques are focused on two primary techniques. The use of both strategies and all techniques are essential ingredients: Inbound Marketing:
Marketing through use of engaging content that appeals to your audience, quite simply they find and come to you. This customer or candidate offers much more value as they will be more suited to the vacancy or at least interested.
Inbound marketing techniques in recruitment marketing could include:
Posting job adverts on job boards
Targeted paid advertising on
Social media platforms such as Facebook, LinkedIn and Twitter
Job boards such as Indeed
Blogs and subject matter expert articles on your website
Targeted email campaigns or auto-responders
Search engine optimisation – SEO
Social media content generation
Branded images / videos
Blogs / articles
Word of mouth / Referrals
This is generally more traditional methods of marketing.
Focused on direct marketing tactics that push out a general message to candidates for example such as:
TV / Radio advertising
Print adverts (leaflets, newspapers or magazines, brochures etc)
Online banner adverts
Both recruitment marketing strategies are instrumentally important for recruiting a potential candidate. However, Inbound Marketing is gaining significant momentum as it aids in building long-term relationships and encourages dialogue between interested candidates and the recruitment agency. Here are a few recruitment marketing strategies that support candidate attraction:
1 Social Media
Social media platforms have become part of our modern lives. Today, Millennials are using these platforms for a variety of purposes. Having an active social media presence can greatly assist you in acquiring and attracting the right talent. To engage potential candidates, post regularly to social media platforms to endorse employment opportunities and recruitment agencies. Your social media strategy should include all popular social media platforms to include: LinkedIn, Facebook, Twitter and Instagram. Moreover, you should also focus on improving your search engine ranking through blogs, discussion platforms, link building, and so on.
2. Paid Social Media Advertising
While organic strategies do produce results, it is getting harder. Paid social media advertising on Facebook and LinkedIn can be extremely targeted and further amplify your reach. Paid adverts have a greater reach and produce immediate results. If you wish to reach your intended audience immediately, then invest in paid social media advertisement campaigns. A balanced organic and paid marketing strategy can produce massive results.
To build your trust as a credible entity, a professionally designed and responsive website is a necessity in recruitment. Having a strong online presence will improve your chances of attracting the best talent. A modern, mobile friendly website will increase your professional image, enabling you to engage easily and attract your desired audience. The content featured on your website will assist in ensuring you have a better search engine ranking for better visibility.
4. Mobile Web
According to a survey conducted by Statcounter, mobile web usage in the UK has now superseded desktop consumption. This clearly indicates that smartphone usage has significantly increased. Making it integral for recruitment agencies to have a strong mobile web presence. Mobile web must be a primary constituent of your marketing mix. Having an interactive and responsive mobile website will give you the best opportunity of reaching and engaging with your intended audience.
5. Job Boards
Head hunting websites are essentially important for the recruitment agency. Candidates looking for a job or career switch are most likely to visit a job board in search of potential employers. Job posting on popular job boards in the United Kingdom. Such as Reed, CVLibrary, Monster, Indeed and Jobsite will create more visibility of your brand, and will aid in attracting potential candidates.
6. Job Advert Quality
Modern day recruitment competition is cutting-edge. Businesses have to focus on all aspects of marketing including content, style, layout, and design. Job advert quality is key in reflecting your credibility and professionalism as an agency, and being taken seriously. Impeccable content paired with a responsive website, tailored social media campaigns and paid advertising will go a long way in supporting you to reach your target audience and attract the best talent. Make sure to give your target audience a synchronous experience across all mediums for desired results. All these recruitment marketing strategies have produced greater outcomes for agencies seeking to acquire talent. Having a well-kept marketing and social media strategy in place can also help you in reaching your goal faster.
Need Some Recruitment Marketing Help?
The team at Woya Digital is a social media marketing agency. Recruitment marketing is one of our specialities sectors. We offer web, SEO and social media marketing to a range of companies in the UK. Our fixed price offering is straightforward and yields results! We are fantastic at social media management, website design and SEO, all paid monthly, with no upfront investment.
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