The world of marketing is an array of complicated, technical terms and acronyms. It can be daunting for anyone new to marketing or approaching an agency with a project. So, that’s where we come in.
Over the next few months, we will be publishing a series of plain-speaking, jargon busting blogs that break down the complicated languages you can be faced with, and explain what the terms mean.
The first area we will be focusing on, is possibly the most technical – websites.
Website terminology deciphered
Have you ever been asked what CMS you are using? This means the ‘Content Management System’. It’s another way of saying the type of software that your website is built around. It can be open-sourced CMS systems, like WordPress, Drupal or Umbraco. This means that it is a free to use template which a developer can then take and interpret, coding it to provide the functionality and visual identity that your brand requires. You can also get bespoke CMS systems, which are built directly by the developer purposefully for your needs.
CRM stands for Customer Relationship Management, this is the system that you use for managing your contacts, data and potentially your email and direct marketing. CRM systems can be huge, they can integrate with your email marketing client and your website to provide a full picture of your marketing funnel, leads and opportunities.
It’s well-known now that search engines such as Google and Bing now require your website to be mobile optimised, ideally built with mobile use in mind first over the desktop experience. This is because more and more people are browsing the internet on their phones over a desktop or laptop. If your site isn’t performing well enough on mobile, your entire search engine rank will now be affected.
A landing page is the web page that you are wanting people to hit first when they click through from an advert, search engine result, social media campaign or a referral. The landing page needs to be clear, consistent with the tone of voice that your campaign had, and have a call to action. It also needs to be trackable, so you know how visitors got to the landing page, and how many of them have clicked on the call to action (otherwise known as a conversion).
This is a free to use platform that is integrated into most websites, providing insights and analysis into user behaviours on your website. It provides facts and figures such as how many people are going to your site, how many people stay there and browse, and what pages are they interacting with. You can set up goals and objectives to monitor your website performance against your marketing goals.
Search engine optimisation
We will post a separate blog about the world of SEO as there is quite a lot of terminology around this that is useful to understand. SEO is the practice of getting your website discoverable through search engines such as Google and Bing – so that when people are looking for the content that your website provides, they are presented with your website. It’s a huge way of getting website visitors, and SEO is getting more and more important as it also has an impact on any paid advertising that you may do through Google or Bing. SEO is a constantly changing practice, as Google updates their algorithms regularly determining what factors your site should hit in order to score well – so it’s something that you need to consider when running a website.
1 – Set it and forget it with social media scheduling
Social is not just about broadcasting your content and hoping that people will engage and respond to your posts. You need to be actively engaging in conversations on social media, commenting on posts, sharing other people’s content and responding to anyone who shares your branded content in order to build a following and give your brand some depth.
Timing posts has problems too. You need to be aware of what is going on externally before sending out content, it might be that a topic is trending that you should tie your content to; or that a big news story has broken out and your content is no longer appropriate.
There isn’t anything wrong with using a scheduler to make sure your content is spread out and consistent – but make sure you are still regularly on your social platforms, engaging with people and listening out for content to curate yourself
2 – Forgetting that a brand is all about your customers and your culture
Ask people what a brand is, and often people will think of just the logo – maybe a slogan too. However a brand is so much more than this. When defining your brand, think about the emotions that you want people to have towards your business. Do you want to make people feel hungry, excited or happy? That is what you need to be defining at this stage.
A brand needs to be consistent, with the same tone of voice through every single touch-point that a customer could hit your brand through. It’s about internal communications, ensuring that your employees all understand the same values, and can define your business in the same consistent way across all departments and locations. It’s certainly more than a logo.
3 – Creating content without an end goal
This is the bad habit of not strategically planning your online content ahead of time. This means that content will be inconsistent, and may not have a purpose. When content doesn’t have a purpose, it’s hard to measure its success!
Instead, plan ahead. Decide what your objectives are from social media and web content, and ensure that you use a relevant call to action that can help push towards your goal. Write your content in advance to ensure that your tone of voice is consistent and content is sent out at the optimum time and with the correct format that is the best for your audience.
4 – Not measuring properly
How can you know if your marketing and brand are working if you aren’t setting appropriate goals to track your success against?
Many people look at the same KPIs – how many hits is your website getting? How much time do people spend on your site? How many people ‘bounce’? But do you know what these figures really mean against your business objectives?
If you want people to hit your site to get information quickly, then a high bounce rate isn’t necessarily a bad thing! No one rule fits all organisations and websites. Look at what you want your visitors to be doing and then measure the appropriate metrics against those.
If you have any questions around social media, search engine optimisation, marketing strategy or branding and design – contact us to find out how we can help at [email protected]
We currently have a couple of exciting opportunities at Wrapped’s Head Office in York. If you would like any more information regarding the below roles, please contact [email protected]
Our agency is growing and this position is newly created to enable our experts to focus on what they do best, delivering results for our clients. Prior knowledge of branding and digital services would be preferred, however a full induction to the Wrapped offering will be provided along with shadowing of all key personnel to gain a detailed understanding of our services.
Our head office is in York, however this Sales Manager role will cover the whole Yorkshire region and will be predominantly out on the road.
- Sourcing leads, cold calling and targeting potential new clients.
- Holding introductory meetings with prospective clients, presenting Wrapped’s offering and taking briefs.
- Liaising with department leads to prepare estimates and assist with pitch preparations for leads where required.
- Ensuring a smooth handover of clients to account managers.
- Providing monthly targeting updates and taking the lead for the direction of targeting campaigns.
- Working closely with Business Development on lead generation, promotions and targeting.
Senior Graphic Designer
This is a rare opportunity for a Senior Graphic Designer to join a leading, growing brand and digital agency that continuously strives to be at the industry forefront and create beautiful results.
We seek a talented, passionate, innovative and highly creative Senior Graphic Designer with superb conceptual abilities. This role will suit an established Senior Graphic Designer or exceptional Mid-weight designer looking to make that next step whose main ambition is to create the best possible work and be a key player within a highly talented team.
Your portfolio will need to demonstrate your undoubted creativity and strong understanding of creating high-end concepts, through to the final design – a hands-on, client facing creative designer with first-class presentation abilities.
Adobe CC fluency and the ability to confidently communicate is essential. An outstanding opportunity within a great brand and digital agency who will push you on to higher levels working with an inspiring team and clients who demand nothing but the best creative solutions.
- Working with design colleagues across both brand and digital
- Developing creative and engaging concepts
- Building solid relationships with team members and clients
- Creating design concepts and campaigns including collateral roll-out
- Being innovative and active through awareness of up-to-date industry knowledge and current design trends
Key skills & experience:
- Great attention to detail
- Multi-task as you’ll be potentially working on a variety of projects at the same time
- Excellent Adobe CC skills
- Excellent understanding of the print process and techniques
- Experience designing for digital
- Confident with MS office including powerpoint, word and excel an advantage
- Flexible, enthusiastic and client-focused
- Confident communication skills
Before we put our feet up for the festive season, we recap some of the biggest digital news for December, including some social media revamps and an intelligent development for Bing.
Bing launches Intelligent Search featuring AI
Last week, Bing announced a number of new Intelligent Search features that will provide faster and more complete answers for search queries.
Intelligent Answers aim to respond to your specific search query through pulling the answers from multiple sources in order to provide you with an accurate and quick resolution. It will tell you the number of sources that it has used to find and collate the answer. If a question doesn’t have one simple answer, it will provide summaries from different sources, or will provide authoritative perspectives on a topic – such as benefits versus drawbacks. Other intelligent features include Intelligent Image Search and Conversational Search.
The changes aren’t disruptive, but they show that search evolution is accelerating – people are wanting answers quickly and don’t necessarily want to visit websites to get what they need.
Find out more about the changes and what they mean in this Search Engine Land article.
Snapchat redesigns it’s app to affect branded content
It’s no secret that Snapchat is starting to struggle, it’s seen user numbers stagnate and needs to prove it’s worth for business advertising.
So, this month it reinvented itself, announcing a design that will have a significant impact on branded content, separating it from content created by ‘real people’. Up till now, all content has been treated the same in one news feed – but now, you will swipe left to view friends content, and access professional stories on the right.
It remains to be seen how this will affect how people will engage with brand content. But you can read more about the changes on the Econsultancy blog.
WhatsApp start testing WhatsApp Business
Earlier this year, WhatsApp announced they were creating WhatsApp Business – a new platform that will allow businesses to start providing customer service over the instant messaging app – and now they have moved into the testing phase.
The app will provide an official and verified profile for the business, giving customers reassurance that they are dealing with the professional brand and a genuine customer service representative. It will have a free business app for small companies, building up to an enterprise solution for larger organisations.
Find out more about the business solution on the WhatsApp blog.
Instagram introduce the ability to subscribe to hashtags
Last week Instagram announced the ability to follow hashtags – giving you a new way of discovering photos and video content on the platform, exploring content relevant to you and your hobbies.
To follow a hashtag is similar to following a friend. Search for a topic you are interested in, or tap on a hashtag from a post. You will then see relevant hashtags displayed in your search results. When you find the hashtag you want, tap on the follow button. This will then mean you can start seeing hashtag posts in your news feed or in your stories bar.
It means your Instagram content should be seen by much bigger audiences! Find out more in the press release from Instagram.
Nearly one third of the world use social media.
In fact, 2.34 billion people are using social media ‘frequently’ – daily.
That’s huge! And it means that your customers, your audiences ARE on social. So your business needs to be too. However, some still remain unconvinced – so here are 3 top reasons why your company should be using social media as a big part of your marketing strategy.
It’s fast and friendly customer service
Your customers are starting to expect service to come to them. When trains are cancelled, people take to Twitter to complain about it, or ask questions about the next available train. They want to feel like the company cares about helping them out, and expect that it will be quicker to get an answer that way than navigating through train times on a website.
How many times do you email a company and they don’t respond – or they take 2 weeks to respond? It’s now not good enough, and customers know that. They know that if they take to social media to ask their questions they will get a response quicker because their question is out there, visible to other potential customers. Your business wants to show that you care about these questions and social media is a great way of making sure your personality comes across.
What’s better is that if you do provide good customer service on social, everyone will see it. They will come back to you with more questions, you will help them again. Suddenly you are building trust, rapport with your customers – they will become more loyal. Win – win.
Gain real customer insights
Monitor your brand name and product/service keywords on social media to see what your customers are saying about you. People may not mention you by name if they are posting a picture of how much they are enjoying your product on Instagram or talking about how valuable your service is on Twitter, but if you monitor this type of content you will hear from the people buying your products exactly what they think about it. You will also get impressions of your customers on social media, gain more understanding of their behaviours and likes, this will provide insights for you which may help with product development.
In fact, use social media to outright ask your audience for their thoughts. You can run polls or post a picture of a prototype and asking for their opinions. Put yourself out there and learn from your market about what they really want. Again you are showing to your customer that you care and want to solve their problems, but you are also then designing products and services knowing there is a demand out there.
Check out your competitors
Just as you can gain insights from your customers, you can have a snoop on your competitors. Watch what they are posting about, it might include some clues about their next campaigns. It may also be a good way of hearing about industry news. Competitor analysis is so important, and social media is a brilliant way of doing it. Create private Twitter lists that you can check each day, your competitors won’t even know about it.
There is a lot of information buzzing around social media about the general data protection regulation update coming in May 2018. Unfortunately, there are some myths floating around too, so we thought we would bust some myths to help you get prepared for the switchover.
There is a transition period after the 25 May 2018
Wrong! This now, this is your transition period. You need to be ready to be compliant for the 25 May. You have plenty of time, so don’t panic! Lots of resources out there.
It’s a totally new law
Nope, it’s a new rendition of the Data Protection Act 1998 – except this time the loop holes have been closed and all of Europe is going to be compliant against the same guidelines. If you are already 100% compliant with DPA, you might just need to do a little bit of updating and checking – but you will be fine. If you aren’t compliant with DPA, it’s just getting in line with that and not skirting around the clauses. It’s mainly big corporations who hide their privacy notices in big T&C’s pages that no-one reads that need to change their practices. Make sure you can justify a reason for every bit of data you capture, providing transparency to people provided their data on what you are doing to be using it for.
We’re going to get fined millions of £!
It’s fine, that’s not true – the Information Commissioners Office (the guys responsible for fining) WANT people to succeed. They are here to help, not fine companies! They have really helpful guidance and blogs on their site, and if they find your company is not compliant after the deadline they will give you advice on how to get compliant. It’s if you ignore their enforcement notice that you will become vulnerable to be charged.
It’s all about consent
Don’t get me wrong – get consent and don’t trick people to signing away all of their privacy. However, it’s more about transparency and justification than consent. If you need to collect data that is justified – then consent is secondary to justification. It’s all about the WHY.
With the right to be forgotten (or to give its proper name – the right to erasure), people have the right to withdraw consent – so make sure you aren’t solely reliant on consent.
Technology is the biggest worry
The biggest risk to data protection is people. Disclosing information in error, losing laptops or mobile phones with data on there, not encrypting sensitive data. These are the biggest reasons for data breach in the UK.
If you want to know more about GDPR, visit the ICO website for guidance and advice.
Disclaimer: This blog post is not legal advice for your company to use in complying with EU data privacy laws like the GDPR. This blog provides background information in relation to understanding GDPR and its effect on you and your marketing practices – this is not the same as legal advice. If you would like legal advice on your GDPR practice, please contact a solicitor.