IN THE SPOTLIGHT: COMMUNICATIONS & MARKETING
IMPROVE ONLINE CAMPAIGNS
One of Northampton’s leading digital marketing agencies has produced a list of top tips to help fellow Chamber members improve their social ad campaigns. Onefoursix has built up an
enviable reputation over the past nine years by delivering a range of highly successful services covering web design, marketing, digital marketing, social media management, PR, PPC, print and design and branding. Managing director Dave
Williams said: “With many businesses utilising social ad campaigns, we wanted to show Chamber members some of the ways they can improve their ads. “These tips will get you
more clicks and increase your conversion rates, whilst reducing the overall cost per click.”
Onefoursix’s top tips are: 1. Build Trust - the key to higher conversion rates is to not make the viewer think you’re directly selling to them. Avoid using sales-based campaigns. Instead, try running your initial campaign as a trust-building campaign. You can do this by sharing a useful resource, such as a blog or case study, or a lifestyle image for product-based businesses
2. Utilise remarketing - now you’re in a position to start thinking about sales-based campaigns. Once your initial ad has caught people’s interest, it’s a great time to start running a series of remarketing campaigns. This will help to draw people to your website, to re-visit your product or service. This is when you should bring through a sales message
3. Adjust your ad copy - your ad copy refers to the text you include. It’s important to create a clear path to what you’re trying to achieve – a sale! The copy of your landing page should mirror the copy in your ad. If you send your clicks to a landing page that uses language with completely different context, it’ll result in your cost per click increasing because your traffic isn’t landing on the relevant page.
Visit:
www.onefoursix.co.uk 22 inbusiness APRIL/MAY 2021 NEW SERVICE AVAILABLE
Solution Factors has launched a new service during lockdown - bespoke training in SEO copywriting. Owner Rachael Bean explained
how she’s been surprised at the demand for this service by writers in marketing departments. She said: “Although I’m a PR and
marketing consultant and service provider, I’ve always supported my clients’ own marketing staff through informal on-the-job training as I’m a great believer in skills transfer. “In March 2020, when the
lockdown started, clients started to ask for bespoke SEO writing training on Zoom. We simply cover pieces of web content that are already on the customer’s ‘to do’ list so the training is relevant from the outset. I hadn’t offered this service before, but now there’s a market for it.”
Catherine Bontoft, Emma Speirs and Katie Macdonald of Ballyhoo PR
courses but believes her most effective learning periods took place at her own desk. “I learned most of the marketing
skills that can make the difference between a campaign working – or not – at my desk,” Rachel explained. “My career has always involved
Rachael Bean Rachael started her career in PR
and marketing well over 20 years ago and remembers how difficult it could be to apply classroom training material to highly specialised and often technical markets. She recalls frequently travelling to London to attend expensive
being hands-on in business or charity growth and development. I was incredibly fortunate to work with exceptionally talented and realistic peers early on, which has proved to be a sound foundation to build on.” Since she started out in PR and
marketing in the late 1990s, Rachael has been involved in growing organisations, often by millions, in demanding industries.
Email:
rachael@solutionfactors.com Call: 07741 000030
PR FIRM IS BOOSTING BUSINESS
A PR and copywriting firm in Corby has boosted the profile of several county businesses by becoming their Virtual PR & Comms Team. Ballyhoo PR has taken ownership of a variety of
firms’ PR activity and marketing communications, creating bespoke monthly, quarterly and annual PR and Comms Plans that have helped them to stand out from their competitors. The firm handles everything for its clients from daily
social media posts, press releases, blogs, magazine articles and awards submissions to seeking out guest blogging, podcast and broadcast opportunities. Director Emma Speirs said: “The way a business
communicates with current and potential clients and referrers has never mattered so much. In a world where we can’t attend face-to-face meetings and networking events, our chance to make an impression and build
trust is all done virtually and with a degree of separation. “To make sure our clients keep their profiles high we
have regular catch ups with them and decide what is newsworthy enough to make a good press release and what would make an interesting blog. “We also plan ahead, looking at launch dates, awards
we can enter, national awareness days and any other business milestones such as anniversaries, new contract wins or grand openings. Then we pull all of this together into manageable activities that we can take ownership of for our clients and ensure they are getting seen at every opportunity.” Is 2021 the year you would like to get noticed?
Call: 01536 682800 Email:
emma.speirs@ballyhoo-pr.co.uk
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