Business – Page 2 – brookscomm

Audience targeting: Walking the ethical tightrope

Posted by michaelbrookscommon March 28, 2018March 28, 2018in News: Company UpdatesLeave a comment

AdobeStock_118343721-min (2) Recent news has been dominated by stories which highlight the questionable tactics of some companies, in covertly harvesting user data from social media channels which informs their approach, enables them to target their communications based on profiling and, ultimately, influences opinion.

All of this is especially pertinent as we approach the looming GDPR deadline – in a timeframe where ethics, privacy and data protection are all issues of paramount concern to business.

The brookscomm approach
In our role as trusted counsel to a diverse client-base, we develop and deliver clear messaging to support each client’s value statement and inform their customers’ decision-making. Furthermore, we conduct thorough research to ensure we are targeting end-users and new business prospects as effectively, appropriately and ethically as possible. This approach enables us to deliver consistency, add maximum value to the audience, whilst attaining optimal reach.
Whether in our PR, marketing or social media execution, our steps toward the most positive outcome are clearly defined and structured:

identify each clients’ target audience/s (WHO do we want to attract?)
determine their reading and influencer touchpoints (WHERE can we reach them?)
develop clear messaging and information which illustrates the value proposition (WHY should they engage?)
provide clear direction, highlighting the call-to-action (HOW do we meet our end-goal? e.g. sales / subscribers / etc in a GDPR compliant process.)

The methods we use to achieve these steps follow a careful and considered ethical pathway, with the utmost care and consideration to ensure compliance, authenticity and integrity – building a sense of trust with our clients and their audiences throughout the journey.

A recent example of this being the counsel we’re currently providing to both US, UK and EU clients on how to ensure that their business communication systems and processes are compliant with the incoming GDPR legislation.

Businesses must always question their data collection methods to meet their governance and compliance responsibilities and respect customer privacy. Hopefully this week’s news will only serve to improve data collection and analysis approaches, protecting the privacy rights of the end-user and strengthening ethical practice within organisations.

Get in touch on 01483 537 890 to discuss how we could help improve your business communications.

Why integrating business communications matters

Posted by michaelbrookscommon January 16, 2018August 2, 2023in How To:Leave a comment

Customers don’t think of brands in terms of digital marketing, advertising, PR or social media, so neither should you. Successfully integrating these communication disciplines makes sure your brand messaging is consistently more effective.

Integrated comms is not easy though. It’s especially hard for smaller organisations where there’s less resource or expertise. At first glance it may seem that it requires four times the effort or budget to get results, but that’s not the case. Here’s how you can make your business comms strategy more effective:

Align goals

Find out from the senior management what the business objectives are for the year. Then plan how your marketing strategy can help achieve these goals. For instance, if the business wants to grow by 20%, understand if this is likely to happen by up selling, acquisition, market diversification or launching a new product etc. Visualise what business communication activities are most likely to support this desired goal in the year ahead.

Aligning the marketing strategy with business objectives may sound obvious, but its surprising how often the previous year’s marketing strategy gets repeated. Aligning goals brings clarity and focus to the marketing strategy.

Profile the customer

Build a profile of your ideal customer. Speak with your customer service and sales staff to find out what your customers goals and challenges are and how your product/service solves them. If you’re unsure what challenges your customers face, then create a survey and ask them. Include in the profile demographic information so that you know what media and whose opinions your customers value. Use the customer challenges as topics or themes for your business communications plan for the year ahead.

Build an integrated content map

Customers transition through three phases before buying: awareness, consideration and decision-making. Using the customer challenges you have identified, envisage what content you can produce for each phase. For the awareness phase try to come up with ideas for content that are eye-catching, short and informative. For instance, an infographic, tips articles, a short advert or quote. The goal here is to reach your customer and impressive on them that your product/service is a possible solution to their problem.

For the consideration and decision-making phases you are looking to convert leads. This is where you can use elements of the marketing mix (price,product, promotion, placement) to communicate what is special and unique about your product/service. This type of content is typically longer to consume, more detailed and authoritative than the first phase, its vital that you provide evidence of the benefits that other customers have found from your brand. Content formats include case studies, white papers, and survey findings, with special offers, discounts to help turn prospects into customers.

Overlay the 2018 calendar to spot seasonal opportunities and finalise your plan to product content that can be repurposed in terms of length and style for PR, digital, social, and advertising formats. If it can’t be used across the four disciplines, seriously consider the value of the exercise.

Use Automation to improve efficiency

The best integrated marketing strategies utilise automation tools to make sure they are regularly communicating with their stakeholders, not just when they publish fresh content.

Automation isn’t expensive or overly complex. Platforms like mailchimp offer basic automation for free. Consider setting up a series of emails which regularly talk to customers who have opted into your comms over a three-month period. Plot the emails and the content they deliver to mirror the buying life cycle. Older content could be quickly repurposed and added to email workstreams. Integrating email automation with opt-in leads captured from e-advertising on Facebook or from Gleam competitions can be a highly effective and constant stream of new business.

Automation doesn’t just apply to digital marketing. Set up Google trend and publication alerts to be kept informed on developments in your market. Understanding what and when journalists publish in your sector help you fine tune your PR outputs so that your business communications remain aligned and integrated.

At brookscomm we have over 20 years of PR & marketing expertise and a proven track record of providing an integrated communications strategy. We can help you boost your business, email hello@brookscomm.com or call us on 01483 537 890.

Twitter @PRexpertsUK Linkedin: brookscomm Facebook:brookscomm Website: www.brookscomm.com

Intern Life At brookscomm!

Posted by michaelbrookscommon August 18, 2017August 18, 2017in News: Company UpdatesLeave a comment

Ever wondered what life is like at brookscomm? Our latest PR and Digital Marketing intern Calum Ridgewell reveals all…

My time at brookscomm

As I’m a politics undergraduate, I am frequently asked “So, do you want to be an MP then?”. Whilst I absolutely love studying politics, a career in that field is not my calling!

However, it has influenced my preferred career path. Politics weaves its way into many disciplines, the world of Marketing and PR being one of them. After learning how imperative aspects such as branding, marketing and public relations are to political parties, I became intrigued in the workings, and found myself researching Marketing and PR career options.

Having established a keen interest in Marketing and PR, I decided the next step was to secure some real-life exposure, and the best way to do this was through a summer internship. My research led me to brookscomm, an integrated PR and digital marketing agency. After exploring what brookscomm has to offer and their work in action I quickly realised that this company was a leader in Surrey in the field of Marketing and PR, and this was where I wanted to kick-start my career.

After a great phone call with the Head of Operations Jo McKenzie, I was invited in to the brookscomm offices, to discuss my aims and what I could gain from the role. I was given a fantastic overview of the busy workings of brookscomm by Head of Marketing Michael Bull and Senior Marketing and PR Account Executive Nirvana Wright, and I walked away full of excitement to start my summer internship!

First Day at brookscomm

From the first day, I was made to feel incredibly welcome by all the team, and the friendly, productive atmosphere of the brookscomm office was a pleasure to work in. Even after the first few hours of being at brookscomm I felt like I had learned a lot, which was a great sign!

I thoroughly enjoyed all daily activities, finding each task rewarding and insightful. Nirvana taught me a great deal about social media management and creative content creation, and after being given some top tips I found myself creating engaging blogs, tweets and Facebook posts for clients! Additionally, Nirvana showed me the ropes on sourcing and pitching to journalists using a media database.

Putting into practise PR, Digital Marketing & Social Media

Senior PR Account Manager Alison Scarrott talked me through composing and sending effective press releases to journalists, which was very interesting and an area of PR I was keen on learning more about and Ali certainly taught me a lot!

Michael, a marketing expert, gave me a fantastic insight into digital marketing, learning about SEO, Facebook targeting ads and how to use e-mail marketing tools. Michael was more than happy to answer my (many) questions, and the exposure I gained has given me a solid grounding in digital marketing.

My other daily activities included searching for press coverage of clients, sourcing new business leads and opportunities through LinkedIn, as well as working around the areas of Marketing and PR Alison, Nirvana and Michael had taught me.

I enjoyed all the tasks I was set by the team and was made to feel I was genuinely contributing towards the business, which is very rewarding!

brookscomm Culture and Ethos

brookscomm is a fantastic place to gain valuable experience in Marketing and PR, and I am very grateful to the team for giving me the chance to broaden my skillset, learn valuable aspects of the Marketing and PR discipline and develop a stronger work ethic. The organisation of brookscomm was flawless, and the effort and care they dedicate to their clients was truly inspiring.

Following the internship, I feel I am ready for the Marketing and PR industry after graduation, brookscomm has given me a firm foundation and deeper understanding of the discipline. One day in the future when I am a successful Marketing and PR Director (can’t fault my ambition!), I will look back at my time at brookscomm as a key stepping stone.

We absolutely loved having Calum as our intern!

At brookscomm we have over 20 years of PR & marketing expertise and a proven track record of providing an integrated, measurable PR and Digital marketing strategy. We can help you boost your business. Email hello@brookscomm.com or call us on 01483 537 890.

Twitter @PRexpertsUK Linkedin: brookscomm Facebook:brookscomm Website: www.brookscomm.com

Blogging for Business

Posted by michaelbrookscommon February 16, 2017in How To:Leave a comment

Showcase your brand’s personality through blogging

Like social media, blogging is a great way to demonstrate your business’s unique selling point.

Blogging allows you to offer tips, advice and opinions on topical issues and trends affecting your sector. By talking about things that matter to your customers within a blog format you increase the chances of your content being read, being perceived as a thought leader and recognised as being experts at what you do.

In addition, blogging humanises a brand, especially when readers are given a glimpse of what goes on behind the scenes of your business. It can also increase your credibility and build a measure of trust with your customers. Interestingly, blogs are rated at the 5^th most trusted source for accurate information.

Blogging also supports your SEO strategy. Search engines favour websites that publish fresh content over those that don’t, and by building quality inbound and outbound links to your blog, you will boost your SEO ranking.

Now that we’ve explained why blogging is great for business, you might be wondering, how do I start?!

Here’s our advice…

Content is King

This old saying is now more relevant than ever, especially considering that the way in which content is used can directly impact the visibility of websites. Useful content rich in keywords incorporated within business blog posts, along with the use of structured titles and section heads, are important to improving SEO. Great content is recognised as a worthwhile resource for people to consume, helping you to move further up Google’s search ranking results. (For more digital marketing terms check out our glossary).

Cross-promote

You may be writing the best content ever, but it’s no good unless someone sees it! Therefore, it’s imperative to promote your posts via every outlet available, whether it is through emails, your website or social media, as this will also help drive referral traffic to your website. As stated in a previous blog post, Facebook for example, drives over 40% of website referral traffic. If you want your content to go viral, make it relevant, insightful and attractive to the consumer. And make it easy to share; Better yet, include images or even video, as these will attract far more views and engagement.

Consistency

When you start blogging, don’t be disheartened if, at the beginning, no one reads your posts. Stick at it and be consistent, but it’s also important to be realistic. If you only have the time to blog once every two weeks, commit to it and don’t stray. Struggling for content or pushed for time? Ensure there is a reserve of blog posts which can later be scheduled in case of time restraints, allowing you to still promote content when you are away, or are stuck for inspiration.

However, many professionals recognise that it’s a challenge to constantly produce engaging content. If you don’t have the time or resources, we can write blog posts on your behalf or manage, promote and create engaging collateral using existing blog content, making your business stand out from the crowd.

Call us on 01483 537890 or, alternatively, email michael@brookscomm.com We can help you with all your blogging needs and improve your SEO, successfully reaching and engaging your target audience.

The Benefits of Outsourcing Social Media

Posted by brookscommon January 20, 2017August 3, 2017in Uncategorised1 Comment

Social media isn’t just for teenagers! Whether you are a start-up company or an established brand, utilising a variety of channels to increase brand awareness and generate leads has many benefits. In fact, the possibilities are endless. Google aside, Facebook accounts for approx. 40% of website referral traffic.

Social media presents the opportunity to engage with your target audience, potential clients, easily become a thought leader in your sector and cross promote content. With 90% of businesses attributing increased brand exposure, and over half reporting improved sales just from social media, you should seriously consider optimising to reap the rewards.

Arguably, the most attractive aspect of social media is that it’s free! However, the consistency and regularity of posts is vital and an active social media presence is great for your business.

So, here’s why you should outsource your social media…

Messaging:

Although social media is a great tool for promotion, being perceived as too overtly salesy can do more damage than good. Therefore, it is imperative first and foremost to establish a genuine connection, listening and conversing with a human, empathic voice. Anyone can buy 1000 followers, but just as in real life, relationships aren’t built overnight and a loyal customer base evolves over time.

Quality, Consistency & increased ROI:

The best results are achieved by curating clever content which resonates with and benefits your target audience, in addition to joining in and responding to key trends and customer queries. A combination of commentary by a brand, mixed with agency input ensures the best of both worlds. An agency can organise and schedule PR and marketing activities to seamlessly align with social media efforts, generating an integrated campaign to achieve greater return on investment. Since content creation alone can take as much as 18.5% of the day, it’s worth outsourcing these activities, allowing more time to be spent on other areas of a business.

Paid Advertising:

Creating a social media account might appear to be free, but. in doing so the platform uses your profile and demographic information as currency. These social media platforms offer sophisticated segmentation tools enabling users to advertise, for a fee, to whoever fits the profile of their target customer. Additionally, the reporting features offer a wealth of metrics such as engagement, click-through rates etc. which provide valuable insight. Knowing how to set up advertising campaigns, how much to spend, which adverts work best and how to convert clicks into sales requires in-depth experience. When utilised correctly such strategies can be highly cost-effective in meeting sales and marketing strategies.

Efficiency:

It’s a fast-paced world, especially in social media, so it’s paramount to have a team who really know their stuff, from the latest Twitter updates to knowing which social media platform is right for your target audience. There’s no need to stress about self-teaching yourself the basics. Instead, leave it in the safe hands of an agency who can easily and effectiveness understand your goals, implement a blend of organic and scheduled tweets to grow your following, engage your audience and report back with key performance indicators.

So, what are you waiting for? Find out how you can benefit from outsourcing your social media right now.

Call us on 01483 537890 or, alternatively, email us hello@brookscomm.com and we can help you engage with your target audience successfully using Social Media.