Latest digital news – September

Latest digital news – September

Emily's digital news banner

Hello, I’m the Social Media and Digital Comms Manager at Wrapped, and each month I am going to be rounding up the latest news that our Digital Team have spotted around SEO, PPC, social media, websites and content marketing.

In this month’s blog, Google have been busy preparing for a switch to mobile-first indexing and launching a book now button in the local knowledge panel. Whilst Facebook work on cover videos, integrating with Instagram stories and 360-degree adverts.

Is your website ready for Google’s switch to a mobile-first index?

Mobile search

After previous tweaks to Google’s algorithm in the last couple of years to favour sites that are mobile responsive, they have now announced that in early-to-mid 2018 they will be switching to a mobile-first index.

It means that it is now crucial for your websites to be updated and checked to confirm that it is mobile responsive, ensuring you don’t lose your place in search results once the switch takes place. There are no confirmed timelines as yet for the switch, and websites that are already responsive shouldn’t notice any issues.

You can read more about the change in the Search Engine Journal. If you want to talk to us to conduct an audit on your website to determine if it will be affected, contact us at emily@wrappedagency.co.uk.

Google will now let you ‘book’ directly from the results page

Google Book Now feature

Back in 2015, Google began testing the ability for searchers to book appointments using the local knowledge panel on a search results page. In the last month, the functionality has become available for everyone who is logged into a Google account and using Chrome.

It’s another effort to make user journeys quicker, more efficient and more mobile-friendly.

When you initially search for the brand, you get the prompt ‘check schedule’. If you click on this, it takes you to a maps page, letting you select a date, time and service.

Facebook launch cover videos

Facebook cover video screenshot

Have you visited our Facebook page recently? If so, you may have noticed something different about it – a little more movement perhaps?

Facebook has recently launched the ability to replace cover images with videos, with the aim of making business pages more engaging for the visitor and to provide richer experiences. We love this concept and plan to use the functionality to showcase our latest portfolios, campaigns, and people stories.

Facebook test using Instagram stories on the main app

Instagram photographs of food

Facebook is determined to have Stories featured on its app – it’s now testing the functionality with Instagram. It introduces a new option for photos and videos created with Instagram to be shared to Facebook directly from their app, as well as to Instagram Stories.

It will be interesting to see if this Stories functionality if made live, will stick – as previous attempts to add Stories to Facebook have not appealed to users. Watch this space!

John Lewis becomes the first UK retailer to use Facebook’s 360-degree adverts

John Lewis Facebook advertisingIt’s getting towards that time of year where all marketers start watching John Lewis keenly waiting for hints of their Christmas campaign. But, this week they popped up on our radar because they became the first retailer in the UK to start using 360 adverts on Facebook. Online shoppers are now able to view select goods from all angles before purchasing through a quick buy process. Speaking to The Drum, John Lewis’s Senior Manager for Social Marketing says:

“Facebook is such an important platform to reach customers and as Facebook’s research has found 51% of people say they’re excited that VR will play a part of their shopping experiences in the future.
This trial forms part of our strategy to offer our customers more inspiring experiences both in shops and online.”

#GetWrapped
If you would like to talk to us about any aspect of your brand or marketing, contact us at emily@wrappedagency.co.uk.

The Family Business Conference – 19 October

The Family Business Conference – 19 October

Thursday 19 October marks Cumbria day for family businesses and what better way to celebrate than by attending the second annual Family Business Conference in Cumbria.

The conference is managed by Sue Coulson of The Family Business Network Ltd, a safe environment for family businesses to socialise, learn from each other, and access innovative additional support when needed. The network was founded in 2014 by Sue, via the Cumbria Growth Hub. Since then, the network has evolved to become its own company in June 2016 – supporting a wider location of not just Cumbria, but also Lancashire, Yorkshire and other surrounding areas.

This year marks the second annual conference, being held at the Halston Hotel in Carlisle, and we are delighted that Wrapped Agency are a partner in helping this conference reach as many family businesses as possible. The conference is also being ran in partnership with Armstrong Watson, who are currently celebrating 150 years of supporting, advising and protecting family businesses across Northern England. It plans to be bigger and better than the first conference, which was held in October 2016.

So, who will be there?

We are excited about this year’s line-up, which includes some household names and rising regional stars. One of the highlights will be a panel debate including Rebecca Falder from Manchester-based paint makers HMG Paints, who supply huge projects like Manchester library and Aardman Studios – who you might know from big films such as Wallace and Gromit!
The Next Generation panel session will also include Hawkshead Relish who hold 50 Great Taste Awards; Twoey, a manufacturer of educational toys based in Cumbria; and Wold Top Brewery from the Yorkshire Wolds.

We will also hear from Robinson’s Brewery as a headline speaker – who will be telling us how he has worked with heavy metal band Iron Maiden to create a series of new punchy ales. Some of our other speakers include Fred Story of Story Construction and Story Homes, Bells of Lazonby and Jonathan Lee who will be sharing a ground-breaking collaboration between the media, businesses and 10 chosen families who are willing to share their stories in print, film and on canvas.

Interested in coming?

If you are a business and this conference sounds right up your street – please do come along, meet everyone and pick up helpful tips and advice from other similar companies. Tickets are priced at £38 and this includes lunch. You can register for the event here.

Get in the mood for the event early, and keep up to date with announcements ahead of the day by following the event on social media through using the hashtag #fambizconf or liking the Facebook page.

Digitally Full Circle

Digitally Full Circle


15 years of learning from working for an agency to training an agency.

When I started out in web I did like every other developer back in the day with two words “Hello, World”. At that point something happened for me, It gave me a new way to be creative, a new language to learn.

15 years later and i’m continuing to learn. In fact i’m still learning new things each and every day from my work with Google – which is why it feels like an unbelievable situation for me that now i’m the trainer teaching the others at Wrapped.

My initial aim was to work in an agency, creating beautiful digital websites. I started as a web designer and then soon transitioned into a front end developer. I loved how you could take a design and bring a new dimension to it once it was a website, it almost felt like it came alive.

Then, unfortunately, I fell out of love with my craft. As the beautiful sites that I had spent hours working on, and initially praised for the work, began to have a negative connection as people were just not visiting them. This didn’t seem to both others but for me I couldn’t see the point. Why have we spent so much time creating this website if it isn’t being seen?

I discovered some abbreviations that 10 years ago meant little to me such as SEO, PPC, SEM, and SERP’s. A new obsession into these acronyms began and a few years later I evolved into a digital marketing expert.

At this point I started viewing websites in a whole different way than when I started – every single thing you do online should have a purpose. Why would you design and build a page that you didn’t actually have a use for? It was like a eureka moment for me – so much so that I left the employed world and founded my own agency. A digital agency that would do things differently.

Soon my agency became my new obsession and as with any new business, it consumed all of my time but in a relatively short period we managed to built it up into something I was proud of.

Then opportunity came knocking. I had been involved with Google for some time as a trainer and mentor as part of their Digital Garage Program but now I had the chance to become a Masterclass Trainer for the Google Digital Academy across Europe, a once in a lifetime chance that I couldn’t miss. So I needed to pass my baby onto someone else, someone who would treat it the way I had. And that’s where Wrapped came in. They agreed to take it on and approach digital in the same way focusing on purpose and results, which they called ‘Wrapped round’ and continues to go from strength to strength.

My work with Google’s Digital Academy now means that I have intensive training on the latest developments in the world of Google and the web, and I can then share that knowledge as I help train the team at Wrapped to ensure they can in turn get the best results for their clients.

15 years on and I think you can say that a desire to learn has taken me digitally full circle.

Simon

 

Like coding? Come and join the Wrapped team!

Like coding? Come and join the Wrapped team!

Wrapped is growing, and we are expanding our digital side of the business. We are looking to hire a Web Developer at our York office.
We are a tight-knit team of creatives and programmers, with a relaxed atmosphere but hard work ethic, to deliver the best results for our clients.
Extensive experience with HTML, CSS & PHP a must. Experience with Concrete5, WordPress and Magento preferred.
Do you think you have what it takes? Send your CV and cover letter to hello@wrapped.agency to get the ball rolling!
Wrapped acquires Space Creative – 15 strong brand and digital consultancy announced

Wrapped acquires Space Creative – 15 strong brand and digital consultancy announced

Brand and digital specialist The Wrapped Agency has acquired design company, Space Creative for an undisclosed sum.

Wrapped also announces a formal partnership with digital expert and Google trainer Simon McCaskill.

Wrapped is led by Managing Director and co-founder Kate Eady who has over 25 years of industry experience. “We are delighted to announce the acquisition of Space Creative and our partnership with Simon.

“With the Space team and Simon on-board, we now provide a full suite of branding, digital and PR services to our clients and we are focused on continuing to grow our team and enhance our offering.”

Ed Storey, formerly of Space Creative, will lead the Creative division at Wrapped, providing creative, design and print services whilst Martin Holmes leads the Digital division providing websites, search engine optimisation, pay-per-click and social media management. Rachel Clark, previously of Savills and Red Bull, will continue to lead the PR division.

Wrapped’s Chairman Nick Ivel, formerly Chief Executive of Costcutter says, “We are pleased to announce our first acquisition at Wrapped and see this as a strategic move in our growth plans. Our focus is on driving the business forward by strengthening our offering and expanding the team further. The new digital partnership brings valuable expert knowledge and we are thrilled to welcome Simon into the team.”

Wrapped’s 15 strong team is based in York, with an office in London’s Southbank and a planned office in Leeds.

 

5 reasons why video should be part of your marketing strategy

5 reasons why video should be part of your marketing strategy

Many organisations already make great use of video in their marketing campaigns. From John Lewis’ man on the moon to ASDA’s giant hen (if you haven’t seen it yet, take a look), using video and film as a way to engage audiences online is here to stay.

If your budget doesn’t stretch to multi millions but you’d still like to explore the opportunities that video content can give you, here are five top reasons why using video will help you market your organisation more effectively:

  1. Ninety per cent of information understood by the brain is visual.
    This implies that rather than drowning your viewers with text heavy articles (as much as we love great copy), a simple two-minute video is more effective at passing the same information across and boosting memory recall.
  2. Seven out of 10 people view brands in a more positive light after watching interesting video content from them.*
    It’s all about recognition and relevance for your target customers. If you focus on content that is educational, entertaining, inspiring and informative, your potential customers will trust you more, recognise your brand and even spread the word (by liking, sharing and retweeting your content to their peer groups).
  3. Video will account for 69% of all consumer internet traffic by 2017.
    There’s no doubt that video is on the way up and that brands will have to start creating content in order to reach their target audiences.
  4. One in three Britons watch a YouTube video at least once a week.
    That’s a weekly audience of 20 million in the UK alone. YouTube is now owned by Google and is the UK’s second biggest search engine, so having video content that’s relevant to your customers helps you with Search Engine Optimisation (SEO).
  5. The brain processes visual information 60,000 times faster and more effectively than text.
    People spend on average 28% of their online time on social networks. Brands that engage readers with quality visual and video content have the benefit of standing out in what is an increasingly crowded space.

    Video content is here to stay. Brands that want to appeal to their customers should adopt a content centred marketing approach if they want to continue to grow their online presence.

*Axonn