Marketing Guides

Unlock agility with LinkedIn

Unlock agility with LinkedIn

Why you should be on LinkedIn now more than ever

The outbreak of Covid-19 has forced the majority of the world to work from home, children to be kept out of school, and trips outside to only be taken once a day for exercise or when collecting and delivering essentials. This is new for all of us and it has unnerved a lot of people into thinking that their marketing actions need to stop until all this is over.

But now more than ever, marketing is critical. It’s the one survival tool at your disposal capable of seeing your business through to the end of this crisis and ensuring success in the years to come. If you’re looking for a simple, cost-effective way to hone your marketing focus, LinkedIn is the place to be. By increasing visibility across the top networking app for business, you’ll keep customers engaged with your brand, stay in touch with partners and suppliers, and build pipeline through steady lead generation. What’s more, the number of users is increasing, with more professionals than ever jumping on to share news, knowledge and business tips for success in times of market disruption.

So, we know LinkedIn is the place to be right now, but you’ll still need a proper strategy to make the most of all this tool has to offer.  Now certainly isn’t the time to fire off connection requests and LinkedIn ads without a second thought. There’s a lot to take into consideration when formulating your messaging.

Here’s how to do it:

1. Don’t ignore COVID-19

It’s here, it’s affecting everyone, and it will have an impact on business for years to come. It is already changing the way people live, work and interact. Acknowledge that and acknowledge the hardship in your messaging. Don’t act like it’s just business as usual. This crisis should unite us.

2. Outline how you can help right now

Pitching what was useful back in January when we were all devising our 2020 strategies won’t be of any help or interest right now. Make that mistake and you’ll find yourself reposted with #marketingfail. Take some time to creatively rework your proposition as a benefit in the immediate term and clearly explain how your service will help companies get back on their feet.

3. Do your research

If you’re struggling to answer the point above, then you need to go back to the research stage. Don’t stop building pipeline but do reassess your target accounts and verticals quickly.  Take the time to fully understand the impact this global crisis will have on your clients’ target markets, then tailor your messaging and service to ensure you’re offering support they need. Retaining existing clients is key to future revenue, so make sure they feel reassured and well managed.

4. Stay relevant

Give your audience the useful tips and how-to guides they need to easily get started with your service or product. Be there as the helpful thought leader of that space when you respond to connections or jump in forum threads, the one they turn to when they need further guidance or support throughout this crisis. And, now that we’re all at home, turn your content into interactive virtual events to inform, engage and inspire your LinkedIn network.

5. Be personal

This is an opportunity to build relationships and contact prospects you haven’t been able to reach — consider Account Based Marketing (ABM) to help open up dialogue. With everyone working from home and social distancing, people are now more responsive to an invitation to discuss over a virtual cup of tea (or coffee) and intro video calls. Plus, you’ll have plenty of common ground to discuss and knowledge share in how to combat the impact of COVID-19.

From individual professionals to global enterprises, LinkedIn is the number one social media tool for business right now, and your key to surviving this period of massive market disruption. By researching the impact, pivoting your message accordingly and creating engaging content, your LinkedIn marketing will offer a viable opportunity for interacting with your prospects and supporting them through this time.

Adapt your marketing to survive and thrive

At Bright, we’ve been helping our clients quickly pivot their strategies and adapt their messaging on LinkedIn and other social media channels. Watch our immersive webinar as we explore ways to ignite agility, boost leads and perfect communications throughout this challenging time.

Lydia KirbyUnlock agility with LinkedIn
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The ultimate working-from-home survival guide

The ultimate working-from-home survival guide

Outlast the outbreak from your home office

As the Covid-19 crisis continues to engulf the world, it will undoubtedly change the way we work. You and your team are probably working from home already. You may have been given a timeline of two weeks or you have simply been told to stay home for the foreseeable future. Whilst a few days at home is a welcome, relaxing break from stressful commuting and in-person meetings, staying productive can be challenging and long periods of isolation can be damaging to your mental health and overall team morale. To help you stay sharp, positive and productive, follow these top tips for outlasting the outbreak from your home office.

Ensure a productive workday

Get ready as if you’re about to catch the Tube

Shower, eat breakfast and yes, get dressed. Whilst working comfortably in your cosy pyjamas on the couch is the most attractive aspect of working from home, it won’t help you snap into work mode. In fact, you’re more likely to feel tired and groggy. Plus, you’ll want to feel confident calling in to meetings — you’ll probably be asked to join meetings with your camera on, as companies will want to ensure effective communication during this crisis.

Write a to-do list

Once you’re up and feeling refreshed, you’re ready to tackle your to-do list. 30% of remote workers said they feel more productive with a to-do list. Grab a notebook and jot down things to do — work-related and personal — to help you plan your day. But of course, there’s an app for that too, if you’re looking for a greener option to task management.

Try to categorise or sort by morning, afternoon and evening to help you stay productive. Trust us, there’s nothing better than ticking off your list at the end of a day – and what a great excuse for relaxing at the end of the day!

Start working at your normal working time.

If you’re normally in the office at 8.30am, turn your computer on at 8.30am.  Even if you don’t have morning meetings, keeping your normal routine will help you get motivated quickly. The last thing you want to do is start late and end up working late to make up for it. However, you may decide you need to shift your working hours, and that’s fine. This is your chance to set a working schedule that works for you — and your health.

Keep track of tasks and deadlines

Stay organised

Along with that to-do list, it’s important to keep a list of objectives and deadlines for the day or week. You’ll also want to keep a clean desk, desktop and filing system. The latter is especially critical if you’re working in Microsoft Teams or Monday.com in which documents easily get lost without a standardised filing system.

Be active in group chats

Whether you’re using Microsoft Teams, Monday.com or Mural, be sure that you’re visibly ‘at work’. That might mean answering queries, posting a status update on what you’re working on, offering to take on a task, or participating in a public conversation.

Just remember that this doesn’t mean that you have to be furiously working and posting non-stop. You can take breaks. It’s perfectly fine to appear to be ‘away’ during the day. We’re striving to keep our normal working routine here, not turn you into a superhuman working-from-home machine!

Focus on your health

Schedule breaks

To build on that point, studies show that workers take fewer breaks when working from home. Perhaps it’s the fear of not being there to answer an email or IM. No one wants to look like they’re slacking. But you need to give your mind (and eyes!) a break from your computer screen every now and then, just as you do in the office. Set aside a few minutes a day to do yoga, make a cup of tea, read a book or go for a walk to clear your head.

But not all breaks are healthy. Mindless online shopping or Facebook browsing won’t help you focus later. See these tips on how to avoid taking unproductive breaks.

Don’t forget to eat

I know, sounds impossible right? But in reality, working from home can throw off your normal eating schedule. When you get so buried in a task at home, odds are there isn’t anyone there to invite you to lunch. Schedule an hour’s lunch break every day. Put it in your calendar if you need to, to remind you and your co-workers.

And during this crisis, it’s more important than ever to avoid junk food and binge-eating that can be detrimental to your health. Nutritionist Natalie Burrows offers top tips for eating well to support your immune system and prevent infection.

Get outside (if you’re not self-isolating!)

If you or someone you live with is showing symptoms of Covid-19, WHO recommends self-isolating in your home for at least 7 days to prevent the spread of infection.

If you’re healthy and not showing symptoms, you’re probably practicing social distancing — but that doesn’t mean you can’t leave your home.  As you won’t be walking to work or the Tube, your body will miss that little bit of exercise! Stretch your legs with a quick pop to the shop or a walk around the neighbourhood. To stay in peak health, be sure to get a bit of fresh air and vitamin D when you can.

Studies actually show that walking alone can boost your immune system dramatically. Men and women who walk at least 20 minutes a day, 5 days a week had 43% fewer sick days than those who walked once a week or less.

End your day at your normal working time

Surprisingly, studies show that working from home often leads to longer working hours. But shutting off at your normal time is important for your health. Just because you don’t have to commute, doesn’t mean you need to continue working. If you normally end at 5.30pm, sign off and close your laptop. Being available 24/7 won’t help you stay productive or impress your manager – it will only make you more tired, grumpy and ineffective, or worse, susceptible to illness.

Tips for managers

Trust your employees to do the work

This extended period of working from home will test your team’s ability to stay self-motivated and meet deadlines – and your management skills. Whilst it will undoubtedly be tempting, this is not the time to start micromanaging. Your team will need some time to adjust to working from home – balancing a work schedule from home with daily family life isn’t easy!

Plus, studies show that you have nothing to worry about. Remote workers tend to work a full shift and take fewer breaks. They actually end up working 1.4 more days per month than office workers on average! They’re also less likely to get distracted, and most find it easier to complete creative tasks when at home.

Communicate clearly online

So, how do you stay involved and in control as a manager but avoid turning into a burdensome micromanager? State objectives, tasks and deadlines clearly in your task programme. Assign and tag your team members to each task and be sure to answer queries as quickly as possible.

But whilst written communication is important and efficient, this is the time to focus on encouraging face-to-face communication as much as possible. Set up daily Scrum stand-ups, especially if your team is used to working in an agile way, and be sure to use video. This will help you provide key context, answer queries and avoid miscommunication.  If video calls and stand-ups are new to your team, send across helpful guides to let them know what’s expected from their participation.

Use the right tools

We’ve mentioned a few communication tools and software that we use, but you really have your choice of software for your team’s needs. Microsoft Teams is the perfect tool for chatting and collaborating, and Monday.com is handy for planning, tracking and assigning tasks. We’ve recently adopted the sticky-note app Mural for streamlining daily meetings and stand-ups. All are visually intuitive, simple and easy to use.

Boost team morale

Work hard, play hard — even at home! This extended period of time away from the office calls for a focus on keeping the team spirit alive and well. Plan virtual coffee breaks, lunches and games to bring the team together as often as possible (without overloading their calendar of course!). It’s important to open up time for chatting and banter, not just meetings. Here at Bright, we’ve set up Bright Olympics to play a few short games and chat over coffee to stay in touch.

We’re all in this together

The Covid-19 crisis is affecting us all. Businesses are now under tremendous pressure to keep things running smoothly but setting up remote working and ensuring productivity is a challenge for both management and the team. By following these tips, we hope you’ll be able to find and provide some much-needed security for your company in the year ahead. If you need help adopting new ways of working to support your newly remote team, schedule a virtual coffee break with the Bright team today or get started with an Agile Hub.

With extreme disruption across global markets from Brexit, Black Monday and the Covid-19 crisis, marketers who find new ways of working with agility and pace are more likely to thrive and survive during such uncertainty. Watch our webinar, a knowledge-sharing event about agile marketing transformation:  Explore the future of B2B marketing trends: agile marketing survey findings and QA.

For more tips on outlasting the outbreak, check out our latest post on Transforming events at pace.

Lydia KirbyThe ultimate working-from-home survival guide
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2020 B2B marketing: 5 trends to watch

2020 B2B marketing: 5 trends to watch

Ensuring a bright 2020 by keeping pace with market change

If you’re active in B2B marketing, you know that change in the tech and consulting industry is nothing new – and nothing to fear. Within the past decade, we’ve seen digital disruption and transformation drive market change in service and product delivery and impacting how we go to market and reach our target audiences effectively.

In B2B marketing, we’ve dramatically changed how we plan, manage and run campaigns – whether it’s putting data insights to work by injecting agility or using personalisation to keep up with shifting markets. The rise of digitally native audiences has also forced B2B marketing to move much of its activity online.

Now, as we enter a bright new decade, we’re about to see even more changes – our ways of working need to evolve to maintain pace and engagement, and use data and insights effectively to build relationships and convert the right people at the right time.  To help you prepare, we’ve gathered the top five trends in B2B marketing this year.

1.    Agile marketing will take charge

Centred around collective, cross-functional and collaborative working in which projects are completed in short periods called sprints, agile marketing lays the foundation for continually testing and iterating your marketing ideas – proving what works and what doesn’t to ensure better marketing results, business outcomes and overall ROI.

But agile working isn’t just about process and technology – there are cultural considerations to bring your organisation along on the journey. McKinsey research found that companies who adopt agile ways of working simultaneously achieve greater customer centricity, faster time to market, higher revenue growth, lower costs, and a more engaged workforce. Learn more about B2B agile marketing.

Why it will matter in 2020

B2B marketers are under more pressure than ever to demonstrate results from marketing investment, and this is expected to drive a rise in agile marketing adoption in 2020. Firms will need to understand and apply new ways of working to align and meet business goals whilst keeping up with ever-changing markets. Agile marketing brings the best of entrepreneurial thinking, start up ways of working and allows enterprises to innovate at scale.

If you aren’t already, this is your chance to really understand your buyer journey and make sure your marketing is driving revenue at every stage of the client lifecycle. By becoming more agile in your approach, you’ll take advantage of the latest trends and market changes to place your customer at the centre of your business.

2.    Partner experience comes of age

Partner experience (PX) has long been a neglected area of marketing. If you want to continue to grow and maximise every revenue opportunity available, then looking at your channel strategy is crucial. The key is to treat your partners as a proper audience – understand their user journey and what they need at every stage.

With an enablement perspective, you can exploit new market opportunities and unlock revenue through your channel. Injecting agility into PX is a great way to start small, such as a partner accelerator or incubator for select partners to supercharge their sales and marketing efforts; or territory specific partner acquisition campaigns to onboard more partners where you need them most. You can test, learn and build on success to create a solid and scalable PX experience.

Why it will matter in 2020

Forester predicts that marketing decision makers will rank improving partner experience on par with improving customer experience in 2020, and both will rise to more than 50%. That’s a significant shift that matches the speed of change we’re seeing in the tech industry. Injecting agility is critical if organisations are going to keep up with competition and build more channel share.

Give your partners the experience they need to support and sell more of your tech and services, and don’t be afraid to stand out and make better use of video, immersive and social prospecting to accelerate traction within and for your channel.

3.    Personalisation at the heart of B2B

Personalisation has been a marketing buzzword for years and the concept of creating personas to form better buyer journeys shouldn’t be new to you. However, we’re about to see increased personalisation in B2B, specifically with a fresh look at how we’re maintaining continuous communication and opening up meaningful dialogue with our key audiences and clients.

Why it will matter in 2020

Gartner research shows that organisations that have fully invested in all types of personalisation will outsell companies that have not by 20% in 2020.  B2B marketers need to step back and think about how they can become more relevant to their key audiences to drive engagement and build relationships for the long term. This must be approached strategically with a willingness to rapidly test and learn in order to be credible and authentic.

Often, marketing can be heavy handed – rushing in with a sales message on a first communication (no one likes a pushy first date!). By using data and insight about the organisational state and target audience, you will be able to craft and deliver relevant, timely and engaging comms. Don’t rush building a credible relationship – be authentic. Senior decision makers have no interest in continuing dialogue with shouty, salesy firms that don’t effectively demonstrate that they have something of value to offer in exchange for their attention.

4.    Predictive analytics will become a key driver to success

One way to support your personalisation techniques is with better data insights from predictive analytics. Predictive analytics is the concept of using your data insights to measure marketing activities, identify trends and predict opportunities to create unique, tailored experiences across each stage of your client buyer journey and throughout their client lifecycle.

You probably have data sat within your existing systems and tools that isn’t being effectively used to identify intent and accelerate your buyer journey. Gartner predicts that profitability will replace customer experience as the CMO’s No. 1 strategic priority in 2022. Using data and insight to make strategic decisions and to drive agility and pace in your go to market strategies will be key to understanding marketing performance and contribution to business goals and profitability.

Why it will matter in 2020

Forrester says that 89% of marketers will use more predictive analytics in 2020. To keep up with the competition, the best thing you can do this year is to make your marketing more data driven.

Evaluate how you’re obtaining, measuring and analysing your data and most importantly, if you’re making the most of your data insights. Then, adopt an AI and predictive analytic tool to deliver insight that will support driving marketing effectiveness and align with business goals to demonstrate success at a business contribution level through marketing performance.

5.    Automation and integration will start to drive autonomous marketing

Automation tools help marketers schedule and publish content, manage teams and analyse data from multiple sources in one, centralised place. With the proliferation of marketing tools, more streamlined integration will enable better insight and allow marketers to focus on maximising the client experience at every stage of the buyer journey.

Manual tasks are starting to become more easily automated, giving you more time to devote to value-adding activities, such as writing longer-form content and offering greater customisation of your services. Find out more about B2B marketing automation.

Why it will matter in 2020

Evaluating and integrating your existing toolset will create quick wins and allow automation to run sequences autonomously to improve conversion rates and engagement with your key audiences. And, automation isn’t just for external marketing – internal comms will benefit from applying the tools, tactics and automation internally to drive and measure employee engagement.

Marketers need to adopt new ways of working to make the most of your marketing technology. With an agile approach, you’ll zoom in on areas of underperformance to drive improvements, and overperformance to understand and repurpose successful automation into other areas of activity.

In summary

2020 will be the year for progressive transformation within B2B marketing. Traditional marketing just won’t make the cut going forward. By understanding how best to adopt agile marketing as a new way of working, streamlining processes and combining the right tools and tech, you’ll be able to adapt and drive change whilst putting your data insights to work to build stronger, clearer marketing strategies for an ever-evolving market.

Want to understand how to get started with agile marketing and transformation? Get in touch with our marketing experts.

 

Zoe Merchant2020 B2B marketing: 5 trends to watch
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A favo(u)rite game: Localising content for British and American audiences

A favo(u)rite game:  Localising content for British and American audiences

In 1773, the Americans dumped 342 chests of British tea into the Boston Bay. In 1775, they thought they had seen the last of us when they sent our Redcoats home.  Yet, in 2019, they’re still speaking the Queen’s tongue…or are they?  While we may seem to speak the same language, the truth is that there are many surprising differences between British and American English and they are a powerful force in affecting meaning.

But if you’re not a linguist, why should you care about the differences between British and American English? Because while Content may be king, Localisation is queen, and she rules with an iron fist. All marketers must learn to localise their content in order to connect with British or American audiences.

Localisation is the art of adapting your messaging to the language requirements and cultural preferences of your intended audience. In truth, it’s the key to generating leads in cold marketing and a simple way to make an impact in a new market. Decide against localising, and you risk damaging your global brand. The last thing you ever want to do is break the connection between your audience and your marketing message.

For example, try telling an American that you’d be happy to discuss your offer in a fortnight’s time once they’re back from holiday, or that they can avoid the queue by filling in the timetable attached – pip them to the post, mate! Not that you would ever write either of those sentences, but you get my point – use the wrong dialect in your messaging and you’ll only succeed in confusing your audience.

To help you drive better marketing results, we’ve gathered the following comprehensive list of the differences between British and American English. Consider it your go-to guide for localising your content with ease.

Looking to further improve your marketing results and performance? Check out how we achieve results at pace through agile marketing.

Lydia KirbyA favo(u)rite game: Localising content for British and American audiences
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5 mistakes that well-known brands made in marketing campaigns

5 mistakes that well-known brands made in marketing campaigns

Marketing is a delicate beast at times.

Campaigns can be sprawling and extensive, yet also interconnected and with short-term goals. Whether or not you are operating in an agile way, finding the right balance of so many facets – such as messaging, tone of voice, visuals and audiences – requires lots of thought. And the more high-profile the campaign, the bigger the necessity to get this right.

Naturally, with so many moving parts it’s possible to lose sight of the overall picture, and sometimes this makes campaigns noticeable for the wrong reasons. Of course, we all make mistakes. That’s why the following is a collection of examples from well-known brands, from which we can all learn from (and hopefully avoid making the same mistakes).

EA’s knuckleduster giveaway for the Godfather II

When Electronic Arts (EA) announced they were releasing a video game based on the 1974 film of the same name, no doubt people were excited to delve into the world of the Corleone family once again.

And with such a hot property on their hands, EA were determined to give it maximum brand exposure. But in the notoriously competitive world of video-game marketing, relying on the property itself was never going to be enough. Something distinctive was needed. So, in April 2009, EA decided to dispatch brass knuckles (a weapon synonymous with crime syndicates similar to those in the game) to journalists, alongside advanced copies of the game.

Despite EA being based in California where owning brass knuckles are illegal, they shipped them to other states where they are also illegal. In their defence, EA tried to recall them, but the damage was done, and this marketing ploy entered the headlines in earnest.

Knuckledusters in wrapping

As featured in Engadget

  • Takeaway: Be careful when including something risky and attention-seeking in a campaign. Distinguishing yourself from the competition with a distinct tactic can work well, but ensure you have carefully considered how your audience will react to it and what message it sends out – particularly if what you are planning could be controversial. Forming a focus group with colleagues can provide valuable external insight and new perspectives into your campaign. Creating a storyboard in the planning stages can also help visualise and map out your messaging, thus making any potential pitfalls easier to spot.

Jawbone’s ‘Re: Your Dad’ Father’s Day email campaign

Email campaigns are a cornerstone of marketing, relaying content and messaging directly to a potential customer and hooking them into a lead funnel.

However, one of the major challenges with an email campaign is finding the right subject line to maximise open rates. Jawbone, a wearable tech company, decided that for a promotion around Father’s Day in 2016, they would use a subject line of ‘Re: Your Dad’. Seemingly innocuous at first, and with the personal touch we marketers should always aim to provide. But then consider this email was going to thousands of subscribers – with some statistically likely to have either experienced bereavement or estrangement from their father. After the email went out, many described the impact of receiving the email:

Email response from jawbone

A response to the email campaign on Twitter

  • Takeaway: Have at least 2 rounds of proof-reading and quality assessment on email campaigns. The original writer will benefit from a second pair of eyes, helping to pick up spelling errors, broken links, and (in the case of Jawbone) messaging that can be taken out of context / misconstrued. While making an email personable can greatly benefit its success, be careful not to become overly personal. Also by using ‘Re:’ when it’s not a reply to a conversation, recipients are more likely to be annoyed than convert.

Kendall Jenner, protesters, police and Pepsi

Big brands usually come with big name endorsements. In 2017 Pepsi were no different in hiring a celebrity model and professional Kardashian, Kendall Jenner, to appear in their advert. Pepsi’s aim was to ‘project a message of unity, peace and understanding’ by showing a group of protesters and police coming together over a can of their soft drink. This was at a time where protesters from Black Lives Matter were clashing with police. The advert showed Kendall Jenner emerging from the protesters and handing a policeman a can of Pepsi. In trying to make a comment on the current situation, the drinks company experienced a sizeable backlash, with the ad criticised for appearing to trivialise the Black Lives Matter protests. Pepsi later released this statement:

“Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position”

  • Takeaway: Whilst staying topical can give your campaign traction, be 100% sure about the current topics you choose to become involved in. And if you do choose to get involved, ensure what you are saying does not give off the wrong message. Employing an agile working methodology to ensure continuous feedback can be a great shield against this, by allowing ongoing evaluation of the messaging, direction and context of the campaign with the ability to shift any of these at pace.

Burger King and some important details about its plant-based burger

Vegan food, and culture, is on the rise and companies are clamouring to get involved. The ethical and environmental message that comes with an association with veganism is branding gold. Take Greggs for example. A bakery with a former association with a less-than-healthy lifestyle flipped its brand image on its head when it released its much-lauded vegan sausage roll. The celebrated marketing campaign played a significant part in that, playing off the product in the same way as an Apple iPhone or iMac.

Keen to join the wave created by Greggs, Burger King also released a meat-free product. The marketing was significant and very visible, and the product was marketed as ‘0% beef’ and ‘made from plants’. However, the product’s description also stated it was flame-grilled in the same broiler used for beef and chicken. By coming into contact with meat, the burger couldn’t be considered vegan or vegetarian. As a result, Burger King were accused on social media of being ‘misleading’ in their marketing:

Vegan complaint against Burger King

Twitter users were quick to point out the hidden reality of Burger King’s new product

  • Takeaway: While the campaign did not specifically say the product was vegan or vegetarian, it was described as meat-free and did use very similar messaging to those advertising a vegan product. The key thing here is to be clear in your messaging and be upfront with what your product is about. Don’t hide key details away and be sure the positioning of your marketing reflects the reality.

Dove asks customers to ‘choose their body shape’ on a bottle

Dove first launched its Self-Esteem project back in 2004, and has been synonymous with ‘body positive’ messaging. But even they have been prone to marketing slip-ups.

After a run of very successful ‘Real Beauty’ marketing campaigns promoting the acceptance of all body types, Dove launched the ‘Real Beauty Bottles’. The marketing declared that ‘beauty comes in all shapes and sizes’, and so the bottles of body-wash were designed to roughly correlate to a body type.

These included hourglass, pear-shaped, tall, thin, and teardrop. While this was meant to promote multiple body types, many consumers felt Dove was encouraging them to either choose their own body type or even aspire to a certain ‘bottle’. Dove subsequently released this statement:

Dove statement to body shape campaign

Statement from Dove

  • Takeaway: With longer-term campaigns, it’s easy to lose sight of the original message. Over time, messaging can become convoluted, especially if you’re bringing new ideas into the process. Always be mindful of what you are saying, and who you are targeting, at all points during your campaign. The creation of a storyboard and messaging log in the planning stages of the campaign allows you to refer back to the original and overarching message. Also, involving key stakeholders to review stages of the campaign can help keep the whole direction on track, and spot any potentially harmful deviations.
Sian Heaphy5 mistakes that well-known brands made in marketing campaigns
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Six ways to increase your twitter following

Six ways to increase your twitter following

If used correctly, Twitter can be an influential tool for businesses. It can generate leads, enhance branding, and help you to form connections with potential clients or people relevant to your company, within your field. For all of this to happen though, you need to build up your followers.

Some B2B businesses suggest Twitter isn’t worth a company’s time and effort but Kelly Jo Horton’s article 10 Things B2B Marketers Should Be doing On Twitter discusses a study of 500 adults who follow small and medium sized business on Twitter that discovered:

72% of followers are more likely to buy something from a business they follow.

86% of followers are more likely to visit a business if a friend recommends it.

86% of followers feel more connected with business after following them.

With these results in mind, it’s easy to argue that Twitter is a useful tool to add into the B2B marketing mix. Here are six ways to quickly and simply increase your Twitter following.

Follow more people

This may seem obvious, but you might be surprised by how many people just expect others to follow them automatically. It’s a simple equation: The more people you follow; the more people will follow you back. Plus, more people will learn about your business. Even if they don’t follow back, they now know about you.

Optimise your Twitter bio

Users want to know who you are and what you’re about. They want to know what type of content you will be adding to their feed. Keep it simple, professional and ensure it fully represents your businesses.

Join a Twitter chat

Twitter chats are relatively new, but they can be very effective at finding relevant people to follow and communicate with within your industry. They allow you to learn new things and even show off your expertise. If you’re interested in learning more, why not check out The top 13 Twitter Chats for B2B professionals.  

Follow users who follow your followers

Your followers are interested in your content. Therefore, there is a high chance that their followers will be too. So why not follow them?

You can do this manually, but it can take time, so you can also invest in a range of tools which can quickly do this for you. Tweepi is just one example. For a small fee a month, it will search for followers interested in your topic and engage with users by mentioning them in posts.

This can be a lot quicker than doing it manually and, especially if you work in a fast pace environment, it can be a life saver. Tweepi offers a free package for first time users.

Time relevant content

There is a lot of pressure today to relentlessly come up with ideas that result in interesting content. Twitter also helps in this area, as news breaks on Twitter. To achieve great results with your content you need to be able to embrace in an agile way. Don’t stick to a strict plan of content. Respond, engage and adapt to the latest trends and topics on a day to day basics.

Clean out your list!

It may sound silly but it is important. If the number of people that you follow is higher than the number of people that follow you, then it’s time to clean out your list!

This means getting rid of old accounts, and making sure the ones you follow are actually still active/relevant. If they haven’t tweeted in over three months, I would advise you to unfollow. If you have followed an account which is not relevant to your industry, unfollow them. They are no use to you.

Overall, clearing out your list means getting rid of anyone who hasn’t or won’t take interest in your content. It’s also a good idea to unfollow anyone who hasn’t bothered to follow you back after a notice period of about three weeks. If they don’t want you, you don’t want them.

Once you’ve finished, look for new people that may be of interest and follow them. But try and keep the number of followers you have, higher than the number of accounts that you are following.

To summarise my top six tips that will help you to maximise your Twitter following:

  1. Tweet a lot
  2. Follow relevant accounts
  3. Use great content
  4. Unfollow when needed
  5. Time relevant content
  6. Be active.

It won’t take long and will make a big difference. Twitter has been proven to be an extremely useful tool for B2B marketers, so don’t miss out on it.

Contact the Bright Team to see how we can help you to further optimise your social channels for best results.

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Zoe MerchantSix ways to increase your twitter following
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8 tips for growing your email sign-ups

8 tips for growing your email sign-ups

Email marketing is well established as a key part of any marketing strategy, providing measurable results and a reliable platform for communication. However, according to a recent survey conducted by Econsultancy, 54% of respondents stated a top barrier to conducting effective email marketing is the quality of the company database.

We’ve put together our top eight tips all businesses can implement to increase their database with engaged and quality contacts.

1. Building the database

Having established that email marketing is important and all businesses should do it, the first step in starting your email marketing is to build a database.

2. Use other channel to promote sign up

  • Most businesses will already have a network of contacts which are easy picking to convert into email subscribers
  • Use your corporate email signature to direct attention towards the sign up form
  • Promote newsletters on social media and, where appropriate, printed material can be a great source of data collection.

3. Embed a data capture form

Instead of linking to a sign up page, embedding the form keeps your readers on the page and engaged with the main website content.

4. Placement of the sign up form a/b testing

  • Using the concept of Minimal Viable Marketing™, set the sign up form live and then test it
  • Only test one variable at a time in order to draw actionable conclusions.

5. Keep the form short

  • Don’t put all your work into researching clients/prospects. A simple name, address and company should be enough information for you to work on categorising the contact
  • Remaining contact information can usually be found with an online search, where you will be able to identify job title, industry sector and influence level
  • This is about making it as easy as possible to sign up.

6. Highlight benefits

Tell them what value they will get for signing up and how often it will be received. Are there events, news or industry insight? Remember, this is about the recipients perceived value, so it should be more detailed that ‘what we’ve been up to’.

7. Use the sign-up as a call-to-action

…after a blog post or case study. You’ve written lots of great content that is hopefully delivering people to your site. Use the sign up to capture their information and encourage future engagement with the business.

8. Vary content

Depending on where on the site the sign up form is, content should be varied. Placing the form on the case study page will call for a more corporate tone of voice. Therefore, the sign up form should show that more insights will come from emails rather than shorter blog posts.

A blog post reviewing your last events lends itself well to a call to actions to sign up – so you don’t miss out on future events.

In a nutshell

  • Raise profile
  • Make content targeted
  • Don’t make your subscribers do the work

As the email database grow, businesses are able to take advantage of segmentation, delivering more targeted and personalised campaigns to recipients.

This is the future of email marketing. If you’re looking for advice on how to develop an integrated B2B marketing strategy, get in touch. 

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Lydia Kirby8 tips for growing your email sign-ups
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The Power of Storytelling

The Power of Storytelling

Storytelling. It’s an art and a powerful business tactic.

According to Robert McKee – author, lecturer and story consultant, 

“Storytelling is the most powerful way to put ideas into the world” 

And he’s right. Stories, when told well, are capable of influencing your audience’s motivations, emotions and psychology. More so than brand linkage and logical persuasion techniques. They are more powerful than statistics, more compelling than business-case arguments and more memorable than facts. 

And whilst the B2B world has been met with resistance when it comes to adopting a more emotionally-driven form of marketing, evidence suggests that B2B businesses have much to gain from taking on a more humanised approach. 

Much of this resistance is based upon an assumption that the decision-making process of potential B2B clients and customers is analytical, slow and rational. B2C on the other hand are afforded the more emotionally evocative content – a style that suits the intuitive, involuntary and perceptual decision-making of your average consumer. But studies are beginning to show a different story… 

Whilst the buying cycle remains distinct for B2C vs B2B, the people you’re talking to are not so different. Put simply, business people are still people. They just happen to be at work. 

And just because they work doesn’t mean they suddenly enjoy being bombarded with emails after direct mail after LinkedIn InMail, littered with business lexicons, unnecessarily complex terminology and unexciting propositions.

People generally like to feel important, don’t like their time being wasted and love being entertained – regardless of being at work or chilling at home. But being entertained in the B2C world – Shetland pony moonwalking to Fleetwood Mac – and entertaining in the B2B arena are different kettles of fish entirely.

B2B storytelling in practice: 

Storytelling in B2B is about evoking the right emotion within a business remit. Rather than focusing on humour, nostalgia and sadness, conjure feelings of trust, reliability, credibility and a sense of partnership. Storytelling is particularly well placed when your offering or service is complex and hard to rationalise in a handful of words.

Hewitt Packard (HP) 2017 advert – featuring the rather sinister Christin Slater – is a fine example of the data / technology industry using storytelling to remove themselves from the overly techie language and imagery that often plague B2B campaigns. It’s bold, engaging, cinematic, it has B2C written all over it – but it works. 

It works because it has taken a run-of-the-mill subject matter and completely flipped it on its head. Rather than taking a predictable route, this 6-minute advert is fronted by a recognisable personality who leads you through a dark and witty narrative. It credits its audience with intelligence and lets them draw their own conclusion – making the content far more engaging and leaving the viewer feeling positive about their interaction. Brilliant. 

Making the individual feel positive about their engagement with your brand is paramount to making B2B storytelling work. Research from CEB’s Marketing Leadership Council and Google found that when B2B purchasers saw personal value or opportunity, they are almost 50% more likely to buy a product or service. They also conclusively showed that emotionally-led marketing is more effective at driving decision-making in B2B – more so than in B2C marketing. 

How do you start telling your story? 

Bright is the consultancy inspiring businesses to tell their story and communicate the right message at the right time to the right people. We specialise in bringing together strategy, content, communications and delivery to create tailored marketing programmes that drive sustained growth and support business leaders in delivering on their objectives.

We do this by completing an initial diagnostic of your business to measure your current marketing effectiveness. Depending on your business objectives and marketing maturity, we would recommend a messaging workshop to better understand who your target audience is, what their pain points are and what style of content will best resonate with them. We also explore your industry’s challenges, looking at how your product or service can help solve these challenges and building a story around these components to better engage with your audience.

Your story will drive growth and demand.

Your audience just haven’t heard it yet.

Get in touch to book a meeting and start telling your story today. 

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Alexandra JefferiesThe Power of Storytelling
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3 ways that Marketing Automation can help your B2B marketing activity

3 ways that Marketing Automation can help your B2B marketing activity

Companies are always looking for ways to make their job easier, work more efficiently and make their marketing campaigns more effective; that’s why 55% of B2B companies around the world have adopted marketing automation.  

By definition, the term ‘marketing automation’ refers to a set of tools designed to streamline and simplify some of the most time-consuming responsibilities of the modern marketing and sales roles. All of the day-to-day tasks that marketers have to action as soon as someone enters your sales cycle can be automated, freeing you up for valueadd work. 

Here are three ways you can use marketing automation to improve your B2B marketing activity:

Lead Scoring

The first goal of a company is to get a prospect or sales lead into their pipeline, but once marketing starts to pick up and the number of leads increase, it becomes more important for companies to focus on the prospects that are the most interested and most likely to buy – this is when lead scoring is needed. Lead scoring is a methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organisation.  

You can set up your CRM or automation software to detect form submissions, click-throughs or page views to rate/score your lead. This will help your marketing team determine how valuable they are and what their specific interests are, in order to drive them through your sales funnel.  

However, just because someone downloads a report or spends a lengthy amount of time on your landing page, it doesn’t mean they are automatically the right target for your business. Lead scoring will gather the information about the prospect that is given to them and will rate the contact based on a number of factors. For example, for a B2B company, a persons’ job title, company size or revenue could be the information that is most valuable to your business. Using this rating, your Sales team can then follow up, knowing a bit more information about the contact. 

Lead scoring is an ideal way to enhance the productivity of your Sales team, improve sales & marketing alignment and higher conversions of qualified leads to opportunities.  

Social media

Having an automated social media strategy is a must if you’re looking to gain hot leads. This new marketing activity is the most productive use of your time as you let it work its’ magic and do the job of an Executive. Sending messages to prospects on LinkedIn can seem like such a long-winded and monotonous task. By automating your LinkedIn outreach, you can search for your ideal customers, select the level of engagement you want to initiate and let your software bring in leads. This software works in three ways – invites, auto-replies and mass messages. 

You can also send automated direct messages to people once they follow you on Twitter – this is a tactic that is used a lot more frequently nowadays so beware of blending into the crowd of other companies doing the same. Send a message that is more personalised by using the followers first name for example – this will engage the follower and keep them interested in the content you are publishing. 

Drip marketing 

Ever wanted to keep prospects warm but struggle to find the time to keep up with, draft and send a stupid number of emails? Implementing a software that allows you to automatically send emails the moment they move through your sales funnel is essential. Drip marketing (or essentially, automated email campaigns) aims to support marketing communication planning by sending out emails automatically through your schedule. Certain triggers – or responses – will automatically generate next steps that are relevant to each subscribers’ actions.

Many B2B companies face long sales cycles, which is why drip marketing is essential for lead generation. It allows you to build relationships with your recipients over time. In a study conducted by IBM; it’s stated that sending regular, personalised mailings to prospective and current clients will average a 48% increase in repeat sales. The best part of this tool is that once you have initially set up your drip marketing campaign and trust that is it working, you don’t need to make any changes unless you feel there is a need.

The only way to truly understand drip marketing is through experimentation – only then can you begin perfecting your strategy.

Marketing automation can help innovate your company, ensuring it remains agile during a time where customer expectations are constantly changing. It increases productivity, maintains a consistent tone of voice and improves your ROI. CMO of InfusionSoft states that the best marketers are using both inbound marketing and marketing automation together, and they are getting great returns.” Marketers knows that their ultimate job is to increase the company’s revenue – marketing automation can help this by generating more and better-quality leads which will eventually turn into new customers.

Bright is an agile consultancy specialising in providing marketing services for some of the fastest growing technology and IT services company. If you are interested in finding out how you can improve your marketing ROI and build pipeline, please get in touch.

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Lydia Kirby3 ways that Marketing Automation can help your B2B marketing activity
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In-house vs marketing agency or consultancy

In-house vs marketing agency or consultancy

To compete in today’s markets, businesses need to be more adaptable than ever. Becoming a fast-growing business is the result of a range of factors, of which marketing plays a significant part.

(Check out our Marketing as an Accelerator eBook to find out exactly how significant marketing is for growth.)

But, is it better to have an in-house marketing team or outsource to a marketing consultancy or agency?

1. Marketing experts Vs subject matter experts

In this instance, we would consider those in an agency or consultancy to be holistic marketing experts, with internal employees more likely to be subject-matter experts, specific to their businesses.

Working on a variety of projects and executing marketing plans for a whole host of clients is what marketing agencies do best. The experience gained from working in such an environment is invaluable.

Agencies and consultancies will naturally have a broader understanding of the market from exposure to other industry partners. This visibility can help shape and build strategies that make a client stand out from their competitors.

Having access to a wide network also provides agencies with flexible skills and a fresh perspective, whereas in-house teams often have funneled knowledge.

Arguably, internal employees are subject matter experts, establishing a deep-rooted understanding of the business as a whole. This in-depth knowledge can make for better business understanding and learning, but it has its limitations.

2. More creativity, better results?

In-house, a team will be focused on complying to core business strategies and delivering results. However, this internal focus can often cause teams to become shielded from external macro factors.

Through hiring an outsourced marketing team, it is possible to gain fresh perspectives, which can lead to invaluable insights into the latest trends within your industry. Agencies and consultancies can provide a level of creativity that you simply may not be able to achieve internally – they can be your ‘creative thinking hat’.

Results drive business growth. It is important to ensure that your agency understands your business strategy in order to align marketing plans. When this is done well, an outsourced partner can become an extended part of your team – which drives results!

3. Time is money

In most cases, having an internal marketing team means your approval process will be better streamlined. Fewer emails and more face to face conversations allows for greater visibility and reduced lead times.

On the other hand, by outsourcing to a marketing agency or consultancy, a business is able to free up internal resources to focus on other business tasks. An agency allows you to sit back and focus on other business-critical activity, enabling your existing staff to become more efficient.

Some may argue it is more cost efficient to have an internal marketing team as there aren’t any rush or overtime charges. But, it has been found that agencies provide an average 9% monetary saving and a 15% average time saving precisely for those reasons. When there is a financial penalty for delays, you’re much more likely to move the project along rush faster than when you have all the time in the world.

4. Give your business space to grow

Growth, specifically fast growth, is a key strategic approach for many businesses to maintain competitive advantage in their industry. Why do some businesses grow quicker than others? Marketing.

Marketing is important for getting to those clients you don’t know.

The focus should also be on developing networks and building relationships with external stakeholders. Marketing consultancies have a large network extending to functions that may not be available in an in-house marketing team. They can provide stronger relationships with fewer suppliers.

The real result and key importance of using a marketing agency is freeing up your time to grow internally and externally.

So, what’s better, an in-house or outsourced marketing set-up?

The merits of in house are employees are subject matter experts, fully aligned to their business strategy. Not only this, but activity can be turned around quickly because teams will be working closely and managed by one senior management team. On the flip side, if you’re looking for an agile team, experts within marketing with a full resource behind them including content, creative services, strategy, lead generation and more, then a marketing consultancy is the way to go.

In reality, the sweet spot is somewhere between the two, and that’s what the Bright’s agile marketing hub model achieves.

Agile marketing hub –  bringing together the benefits of both internal and external experts

Bright is a strategic marketing consultancy we’re different to an agency as we focus on using agile ways of working to rapidly drive results by understanding your business, aligning to your goals and making sure marketing is working towards achieving them, at pace. We use our Agile marketing hub model to support high growth and dynamic businesses. This provides clients with a cross functional team combining in-house, Bright’s agile marketing strategy experts and supporting resources – such as creative services, content, data and lead generation– as and when required.

We shape and execute marketing strategies designed to optimise and plug in-house gaps and support business goals. We also focus on driving as much business value as possible for our clients by setting clear KPI that align our projects and campaigns with business goals.

Using our agile marketing we experiment and fine tune each and every go-to-market message, tactic and martech use and execution process to get the best results possible for you.

Read more about how marketing is key to high growth and exit strategies in Bright’s new eBook: “Marketing as an Accelerator” – including commentary from business leaders and investors.

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Zoe MerchantIn-house vs marketing agency or consultancy
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