All posts tagged: marketing

The Social Network

How to use LinkedIn effectively to support your marketing goals

By Nick Johnson, Demand Manager at Bright

You are probably only too aware of the power of LinkedIn as a social network to grow your business pipelineprofessional profile or job hunting prospects at the click of (a few) buttons. It’s the platform for creating engagement.  

But the real value of LinkedIn comes from who you are connected with. Like all good marketing and sales campaigns, the focus should be very much on quality over quantity. This is where LinkedIn is ultimately unrivalled.   

Over the last 12+ months we have been working with our clients on projects ranging from recruiting partners across Europe to building registrations for virtual events in key target markets. The constant here has been using LinkedIn as a key driver for these activities.   

At Bright we take a highly targeted, segmented and personalised approach to this which allows our clients to grow their LinkedIn presence with the right audience, at pace.  

Over the last six months in particular, the results from these projects have improved time and again, resulting in numerous new connections, meetings and attendees. All helping clients progress towards their business goals. You can see how we helped drive 2,000+ attendees to a virtual event for our client TECHNIA in this video case study. 

So, you’ve got yourself 350 new connections on LinkedIn – what do you do next? 

The optimising of a profile, targeting stakeholders from key accounts, building new connections, and starting conversations is really just the first steps of the process. The ultimate outcome is portraying the user as an industry and business thought leader amongst their peers, prospects, customers and wider network.  

Building towards this longer-term goal takes preparation, a defined strategyengaging content and a consistent approach to networking. This is also something which cannot be turned on and off. There will naturally be peaks and troughsbut at least one of the following elements should be running:

  • Personal brand – promoting you, your company, your products or services and industry thought leadership content 
  • Dream clients and contacts – monitoring and understanding what your key target contacts and accounts are doing in the market 
  • Connections and conversations  keep networking and engaging with your contacts  
  • Community leader  posting in relevant groups for peer-to-peer engagement 
  • Soft selling  interacting by liking, commenting and sharing your target audience 

Yes, it is a lot of work. But it is definitely worth the reward.  

Interested in using LinkedIn to support your marketing goals? Drop us an email at hello@brightinnovation.co.uk 

Nick is a results driven Demand Generation Manager at Bright. He has over 6 years B2B demand generation and business development experience gained working with some of the world’s largest IT and tech companies. Nick has managed projects around the globe, creating engagement across a variety of industries and contacts. He is passionate about how bespoke, highly targeted and (most importantly) agile campaigns can deliver value for his clients. 

Nick JohnsonThe Social Network
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3 ways to inject agility in FinTech marketing

How does agile marketing drive FinTech marketing success?

If you’ve taken a look at our Traditional vs. Agile marketing infographic, you’re aware of some of the key benefits of agile marketing — but what’s in it for FinTechs and why now, during such a time of disruption?

Even prior to 2020, opening doors in Financial Services was a common barrier to FinTech’s lead generation success. But now, whilst the world is (still) awash with uncertainty and we’re pivoting on the edge of a recession, hammering home the marketing message agreed on in January 2020’s strategy session just isn’t going to support the pipeline. The world has changed, priorities have adjusted, and they will continue to do so as things settle down and the markets stabilise.

With Agile marketing, you can respond and adapt to what’s happening in the industry – staying poised and ready to optimise at a moment’s notice. The message your target audience will receive from a data-driven strategy is one of relevance, support and benefit to the current climate. The groundwork and elements involved in a full agile marketing mix are invaluable to the success of a campaign and the impact on the sales pipeline.

Here’s how to inject agility into your FinTech’s marketing activity to get more leads and boost your performance in the financial services market.

1.    Fine-tune your value statement

No matter how awesome your tech may be, if your value isn’t clear and focused in addressing the pain points and challenges of your prospects, it’s sure to get lost — leaving your audience feeling unimpressed and disengaged.

To form a powerful value statement, start taking note of the problems you solve and the solutions you deliver for your clients, as well as the benefits your tech and team offer from start to finish. People want to hear about people helping other people — Tell your story and make sure it’s backed up with stats and real-world evidence.

 

2.    Calculate your total addressable market

Don’t let data be the bottleneck to reaching your prospects. Define your target audience, create personas, then build and enrich the data to ensure your FinTech’s marketing efforts reach the contacts you want to engage.

Although at times this step can seem like a gruelling manual task, skipping it will only serve to limit your outreach, leaving you missing out on contacting key influencers and decision makers that may need your firm’s offering. Invest in the time and tools necessary to keep your database up to date and give you room to expand on markets where you’re a little thin on the ground.

 

3.    Embrace the power of content

Yes, content is still king. People don’t buy what you’re selling straight away — they like to browse, research, read a few blogs, or watch a few videos. They want to know that 30-minute call you’re asking for is going to be worth their time, so make it clear what you’re all about. Sharing content that illustrates your employees’ talent, your company’s timely offering and positive testimonials from happy clients can show prospects what they’ve been missing. Their personal data is precious, and they won’t give their email address away for nothing!

Use your data insights and audience personas to brainstorm topics relevant to your prospects’ interests and pain points, then discuss with your subject matter experts from across the business. Each piece of content should have a clear goal in mind.

 

Explore more FinTech marketing tips

These three tips are just the tip of the iceberg to transforming your marketing. If you want to dive in deeper and learn how to fully adopt agile marketing at your FinTech, find out more and get in touch. With a decade of experience in the world of FinTech, we understand what it takes to meet your business goals through stand-out marketing campaigns and projects.

 

Natalie Burrows is a driven agile marketing manager with a flare for FinTech and large corporate projects. With 8 years’ experience working in FinTech and Financial Services, she’s focussed on breaking the mould with new ideas and driving business outcomes.

Natalie Burrows3 ways to inject agility in FinTech marketing
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Staying healthy in the wake of Covid-19: Tips for supporting your immune system

As the Coronavirus has now officially been labelled a global pandemic, we remain committed to the health and safety of our team here at Bright and to our community in London. Our thoughts are with all those who have been affected by this outbreak. We are taking the advice from the World Health Organisation seriously, and remind our team and clients to self-isolate if they are experiencing symptoms of Covid-19.

In a crisis such as this, it’s important to focus on staying healthy. The following tips will help you support your immune system — providing the nutrients, vitamins and antioxidants it needs to boost your health.*

Eat the rainbow to increase your nutrient intake and antioxidant status

Your immune system relies on vitamins and minerals to give it the energy and fighting power it needs to tackle foreign pathogens (aka bacteria and viruses). Fruits and vegetables are the most densely packed foods for getting your vitamins and minerals. To ensure you’re getting a good variety, aim to eat a rainbow of colours each day — green broccoli, red pepper, orange carrots, purple aubergine, blue blueberries, white cauliflower. Eating two different pieces of fruit and a minimum of five different vegetables a day will also increase your antioxidants status. Antioxidants are used to mop-up free radicals to protect the cells and tissues throughout our body — think anti-ageing.

Feed your gut’s good bugs with a daily dose of fibre

The bacteria in your gut has a big impact on your immune system, helping develop the cells that fight infection and regulate its actions. In fact, a number of ailments can be connected back to the gut. Your microbiome – the bugs that live in your intestines – need soluble fibre to grow and thrive, but the average intake in the UK is only 17g and the recommended daily amount is 30g minimum — think rolled porridge oats, beans, pulses, fruits, vegetables and wholegrains.

Fibre is also required for healthy bowel movement (yes, we’re talking #2) which is vital for clearing toxins that your body no longer wants or needs. A stagnant bowel increases the likelihood of toxins being reabsorbed into the body, which is something we all want to avoid.

Boost immune support with omega-3 fats

Omega 3 is often lacking in the average western diet but it’s essential to helping the immune system prevent and suppress viral infections – including Coronaviruses. Oily fish such as salmon, mackerel, anchovies, sardines and herring (SMASH) are a great source of omega 3, and three portions a week will give you a good amount. Oily fish also contains vitamin D and zinc which helps the immune system function properly. Chia, flax and hemp oil are great vegetarian sources of omega 3 and mushrooms contain vitamin D, as well as beta-glucans, which support the immune system.

Season with herbs and spices for antiviral power

Have fun with flavours by adding herbs and spices to your meals for their antioxidants and anti-viral powers! Ginger, turmeric, garlic, onions, and horseradish are all good options, as well as cinnamon, ginseng, cayenne pepper and peppermint, or dandelion, mistletoe, liquorice, oregano and basil.

Reduce your stress levels and strengthen your body

The body produces cortisol in a state of stress and although there are a lot of negative connotations around cortisol, it is a vital hormone for memory function, metabolism regulation and to activate our ‘fight and flight’ response in dangerous situations. However, long-term cortisol demand, due to continued stress, does have an inhibitory effect on your immune system, preventing pathogen fighting cells from doing their job. Try meditating, walking in nature or yoga to strengthen your ‘rest and digest’ response.

Intense exercise is also a stressor on the body and will impact your immune system in the short term while you recover. Consider taking it down a notch – daily movement is still beneficial though, so enjoy walking or cycling for a while instead.

Sleep more to improve your health

We all know sleep is important but the majority of us still put it low on the priority list and let other tasks eat into our dreaming hours. Aim for 8-10 hours every night to let your body repair itself and prepare for another day. The immune system needs those hours to release infection-fighting antibodies and cells while we sleep — these are reduced during periods of insufficient sleep. To improve sleep hygiene, try going to bed and waking up the same time each day — our bodies love routine! Also, be sure to turn off the laptops, mobiles, TV’s and bright lights at least one hour before bed. Instead, enjoy a good book, meditate or take a bath with Epsom salts to wind down and help your body relax and prepare for sleep.

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. Sign-up for our webinar: Explore the future of B2B marketing trends: agile marketing survey findings and QA to learn more.

Corona virus advice

*People who are immunocompromised or elderly are at a higher risk. Following this advice does not guarantee reduced risk of infection or recovery aid from Covid-19.

Natalie BurrowsStaying healthy in the wake of Covid-19: Tips for supporting your immune system
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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.

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