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21 May

Posted by Hazel Bosworth

There are some fantastic social media campaigns out there. We love Asos’s on point copy and striking visual content:   and Airbnb's inspirational, user-generated Instagram:   However, big brands don't always get it right. Check out these infamous examples of social media fails which have made us laugh, gasp and double check our own Hootsuite posting schedules.   1 Dove’s body wash ad caused controversy with its Facebook GIF version of the ad showing a black woman removing her top to reveal a white woman. The ad was removed and Dove apologised, but social media users called for a boycott of the brand due to the ad’s racist implications.   Star tip: Check how your ads look on all channels. Do they work as well on Facebook as o...

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17 May

Posted by Ella Garfield

Are you looking to promote your company digitally but are not sure where to start? First things first you should look at creating a digital strategy to help you achieve your business goals. With traditional marketing becoming less popular for many businesses and more companies turning to digital methods to promote their products/services, it is important that you have a simple plan to help keep you on track. Our expert guide will help you to create a digital strategy for your organisation.   Step 1: Define your goals Firstly define your goals and what you want to achieve from digital. This could cover brand awareness, or promoting a new or existing product, sales or enquiries/leads. When you have chosen your objectives, this will determine the rest of your digital...

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23 Apr

Posted by Hazel Bosworth

  When you notice your email metrics start to slide, it can be tempting to delete inactive subscribers as a quick fire way to boost your open and click rates. This common knee jerk reaction, however, puts you at risk of losing potential customers. Everyone on your list either once wanted to hear your news or has bought from you in the past, so rather than just press delete, try and re-engage inactive subscribers by implementing a sunset strategy.   Sunset strategy: deciding how long inactive subscribers stay on your mailing list before removal and sending re-engagement emails to maintain a mailing list of engaged recipients   1. Identify your inactive subscribers This will vary depending on your sector, but generally, we consider inactive subscribers to ...

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12 Apr

Posted by Hazel Bosworth

Facebook is hitting the headlines for all the wrong reasons this week, but what does the Facebook data scandal mean for small businesses? Why the controversy? The backlash follows the Cambridge Analytica controversy which saw 87 million users’ data being shared with the firm via a quiz app on Facebook, and Facebook seeming to turn a blind eye to this. The furore has led to CEO Mark Zuckerberg appearing before Congress, Facebook quickly redrafting their user data policies, and many users calling upon people to #deletefacebook. Combined with January’s algorithm change, which means content from friends and family is shown before content from brands, you may be wondering whether to follow companies like Sonos and pull the plug on your Facebook ads or even take a break fr...

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29 Mar

Posted by Hazel Bosworth

  Mobile First - what is it? Google are rolling out a new mobile first index to respond to changes in user behaviour. With more searches being carried out on mobiles than desktops in many countries, including Japan and the US, this change reflects Google’s mission of connecting people with what they are looking for in the exact moment and where they are looking for it. Right now, Google builds its index (the database it serves search results from) by crawling and processing webpage URLS. Its ‘Googlebot’ spider, or robot, crawls both desktop and mobile versions, with an 80/20 split in favour of desktop. Mobile first indexing means that indexing will be based on the mobile version of a website. This version will be the starting point for what Google includes in th...

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26 Mar

Posted by Hazel Bosworth

So you’ve handed over your Instagram account to the resident office millennial and had a quick poke around AdWords. You've sent a few emails and have the feeling you should be blogging more regularly, but deep down you’re not really sure what the point of it all is. Of course, we completely get digital marketing (for that, read we’re absolutely obsessed with it), so thought we’d preach to the not-quite converted about why digital marketing should be a key player in your marketing plan. There’s a whole bunch of digital marketing tools that you can use to promote your brand: content marketing and SEO organic, local and paid search social media email marketing your blog Choose the best combination of  these to direct people to your website from all...

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20 Mar

Posted by Ella Garfield

Voice search is on the rise, with large tech companies such as Amazon and Google releasing digital assistants such as Alexa and Google Home. Voice activated devices are changing the way we shop, making it more accessible with our busy lifestyles. By 2020, it’s expected that 50% of searches will be voice activated. Back in 2011 Apple coined the voice activation trend, by introducing Siri to Iphones & Mac computers. With Siri, users can ask questions, browse the Internet, call friends or family and send messages. Google then introduced Cortana, which was similar, allowing users to search on Google by speaking into the device. Voice activated shopping Digital assistants such as Alexa, Amazon Echo & Google Home have made searching & shopping on the Internet so much ...

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05 Mar

Posted by Hazel Bosworth

What is Google Trends? Google Trends is an insight tool that allows you to explore search interest by time, location and popularity. It shows you the popularity of search terms by country, region and city interest over time type of search (e.g. Web Search, Image Search, News Search, Google Shopping or YouTube search) You can also use it to compare the popularity of different search terms, e.g Oscars v Academy Awards and to discover related search topics and queries, such as red carpet live for the Oscars search term.   Why should you use Google Trends? Using Google Trends should form part of the keyword research phase of your SEO strategy. It helps you to understand your audience by showing what people in your area are searching for pinpoint any seasonal...

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26 Feb

Posted by Hazel Bosworth

The bounce rate metric in Google Analytics can often cause concern, and it's one that many clients want to reduce. It shows how many users leave your site after viewing just one page, indicating they either didn't find what they were looking for, or that the page just didn’t work technically.     As a rough guide, an acceptable bounce rate is anywhere between 30 and 55%. If your bounce rate is much higher than this, here are five ways to reduce it:   1 Check your website loads quickly Most people expect pages to load in fewer than two seconds and will get frustrated and go elsewhere if it takes any longer. You can check your site’s page load time using tools like Google PageSpeed. This analyses the content of a page on different devices and sugge...

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20 Feb

Posted by Ella Garfield

Customer loyalty is one of the most important factors of keeping a company running successfully. To ensure that your customers don’t stray to competitors, you need to offer them something unique to your competition. Whether it be a loyalty scheme offering free delivery, money off vouchers or a website that is easy to navigate and browse, you should be providing your customers with added value. Below, we look into the different ways that businesses can build customer loyalty and how popular ecommerce brands utilise these methods.   Personalised content Communication with customers is more effective when personalised. Personalised emails deliver 6x higher transaction rates, although over 70% of businesses do not use them. Personalised content included in email...

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07 Feb

Posted by Hazel Bosworth

What is influencer marketing Influencer marketing is one of the biggest buzzwords in digital marketing. Put simply, it means working with individuals to influence potential buyers on social media. The concept isn’t new – remember Michael Jordan and those iconic Nike ads? – but the shift from celebrity endorsement to influencer marketing represents a great opportunity for smaller brands to promote their products or services, whether you want to experiment with it as a one-off or integrate it into your marketing mix. With 71% of people (Hubspot 2017 ) making a purchase online if they’ve seen the product recommended by others, it’s time to think about how you can make influencer marketing work for your brand. Instagram is the key social media channel associated with inf...

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01 Feb

Posted by Ella Garfield

With more and more brands utilising social media and messaging apps for business purposes, popular messaging platform WhatsApp, has recently released a new mobile application dedicated for small businesses. Android only app The new application from WhatsApp is free for small businesses and will only be available for Android phones. By using the app, businesses can create and manage their business profiles, which are similar to business Facebook pages. The profiles contain information about the company including a description, email addresses, physical addresses and a website link. Over time, businesses will become listed as ‘Business Accounts’ after WhatsApp confirms the account phone number it registered with matches the businesses phone number, this way users will kno...

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