Steve Brennan Co-founder & CEO
FUNDAMENTALS FOR SUCCESSFUL
DIGITAL CAMPAIGNS Running a digital agency, I get to see what works lead-gen wise across lots of sectors.
I had more than 100 conversations last year with marketers and business owners, running B2B campaigns.
PARTNERSHIP AIMS TO POWER CYBER-GROWTH
Lancashire has announced a new strategic partnership that will work to maximise the county’s ‘once in a generation’ cyber opportunity.
The National Cyber Force, local authorities, industry, and academia, have joined forces to create the Lancashire Cyber Partnership (LCP).
Its role will be to shape, support and promote the county’s ‘world-class cyber strengths and fast-growing cyber ecosystem’.
The partnership’s members are Lancashire County Council (LCC); the Lancashire Enterprise Partnership (LEP); the University of Central Lancashire (UCLan); Lancaster University; BAE Systems and the National Cyber Force (NCF).
The LCP was officially launched at the county’s first ever Lancashire Cyber Festival in November.
Hosted at UCLan, the event brought together a wide range of participants, including businesses owners, council leaders, academics and representatives from national government.
Over two days delegates took part in discussions and workshops which explored how Lancashire’s ambition to create a high-value, high-skilled, and inclusive cyber economy could be realised.
In a statement the LCP said its mission was also to ensure the entire county enjoys “the positive social, cultural and educational benefits set to be generated by a rapid increase in cyber-related jobs and significant inward investment over the coming years”.
In addition, the LCP will enhance and support the North West Cyber Corridor: a growing cluster of cyber businesses; specialist centres of excellence; governmental agencies; digital innovation hubs; high-tech co-working spaces and critical infrastructure providers, based across the region.
The LCP vision is for the county and the corridor to be one of the world’s leading destinations for cyber businesses, support agencies, careers, training and research.
Debbie Francis, who chairs the LEP, declared: “This is genuinely a once in a lifetime opportunity for the county, and we now need to all work together to maximise the benefits set to be generated for all of Lancashire.”
The launch also came as the NCF, a partnership between defence and intelligence, confirmed it is set to open its new home in Samlesbury in 2025 – delivering a major economic boost to the county.
Andy Walker, the county council’s head of business growth, said: “Lancashire has recognised that by combining our commercial, industrial, academic and political strengths, we can become one of the world’s leading destinations for cyber jobs, R&D, and investment.
“The Lancashire Cyber Partnership is a testament to that partnership approach, and we are relishing the opportunities which a thriving and inclusive cyber economy will bring to all of Lancashire’s communities and stakeholders.”
Air Vice-Marshal Tim Neal-Hopes, NCF commander, added: “I am immensely proud that NCF is set to play a pivotal role in the development of Lancashire’s cyber ecosystem, and the far-reaching benefits that the cyber sector will bring to the whole of the county.
“This partnership, and opportunity, will ensure that Lancashire is uniquely placed to further establish its role as a national leader for cyber and security related capabilities, delivering enduring security, resilience, and prosperity for the nation.”
Lieutenant General Tom Copinger-Symes, deputy commander, UK Strategic Command, is pictured here with Andy Walker at the launch.
LANCASHIREBUSINES SV
IEW.CO.UK
Plus, I have all the insight from the retainers the Bespoke team runs for our clients.
With that in mind, here are three things we often have to fix, to get leads flowing for them.
Niche. Without a clear niche, it isn’t possible to create marketing that really connects with your prospect. Marketing works when it feels like it’s just for you. Ask yourself who should choose you over your competitor? And who should you choose your competitor instead of you? If you can describe both groups clearly, you have a well-defined target audience, and you’re ready to produce campaigns that really work.
Repetition. The best performing campaigns surround niche audiences with similar messages over a sustained period. Bespoke’s most successful client retainers run 10, 20, 30 different campaigns to a fixed audience over several years. If you’re in the target audience, you see the campaigns. If you’re not, you don’t. With consistency comes trust, then leads flow.
Brand assets. Poorer than expected results are often down to poor underlying assets. It’s hard to get any campaign working if the website people find when they research you isn’t up to scratch. It’s hard to run great campaigns without great brand guidelines, photography and video. Upgrade marketing assets, and you upgrade every campaign thereafter.
Which of these fundamentals does your business need to improve?
For further information call Steve Brennan Tel: 01772 591100
www.bespokedigital.agency
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