BUSINESS CLINIC
OK, so your landscape gardening company might not break the internet but posting an image or clip of a humorous moment (losing your footing on a slippery slope, maybe?) could well tickle someone’s funny bone and boom, you’ve got a share. The same goes for content. Write a blog with the aim of engaging people and getting them talking. Consider using quotes from thought leaders in your sector and offer to share the blog on their website, too. It’s all about creating a buzz.
And don’t forget the opportunistic piggyback move. A couple of years ago, the online ‘blue and black/white and gold dress’ debate went viral and even made headline news. Both Oreo and Lego quickly seized the moment and gave it their own new spin with pretty simple reinterpretations. So be on the look- out for similar opportunities. This is about being both proactive and reactive.
Forget all the bells and whistles Slick production values on a video to promote your business will cost some serious money. Just think of the 2019 John Lewis Christmas advertisement. Featuring a cute animated dragon with an out-of-control fire-blowing problem, it cost several million pounds to make, only to be eclipsed by a simple, ‘down home’ video of a little boy and a broom, chronicling the story of a family-owned hardware shop in Wales. Total cost? £100.
There are some perfectly acceptable free templates on
Biteable.com to help you create your own budget-friendly option and in a couple of clicks you can embed your masterpiece on your website. Remember that consumers are a pretty sophisticated bunch these days and appreciate an authentic ‘sell’.
Forums are your friends Whatever you specialise in, online forums offer a space to connect with similar trades/craftspeople. Not only can you glean (or ‘permanently borrow’, depending on the way you look at it) helpful tips and information this way, but it may also lead to work. If you build good relationships over time with other businesses, you could come to a mutually beneficial arrangement, perhaps agreeing to use each other for any projects you are too busy to deal with. Spread your net wider, too, joining forums featuring professionals with complementary skills to yours.
And don’t overlook Quora – when the internet has a question, this expert forum is often where it turns. Answering queries swiftly and with well-researched information can help build subject-matter authority and create trust. Add backlinks to drive traffic – and soon-to-be customers – back to your website.
Work your angles Is there anything unusual about what you do, or do you have a strong personal story that you are willing to share? Both are good ‘hooks’ to grab the attention of local newspapers, websites and radio stations. Email a press release containing the most interesting points of your pitch, leaving the recipient hungry to find out more.
Make it personal According to a 2016 study by American company Virtual Incentives, 56% of consumers said receiving a personalised incentive would improve their perception and consideration of the brand. Look to Coca Cola’s hugely popular ‘Share a Coke’ campaign. Giving their customers the chance to buy a drink with their own name emblazoned on the side is the ultimate example of this in practice.
And while the beverage giant certainly has big shoes to fill, the good news is that another study, this time by TD Bank, found that 77% of consumers like it when brands and businesses show their appreciation. It could be a simple discount offer or a ‘thank you’ gift for any referrals they have put your way.
With these key points in mind, why not make 2020 the year you revamp your company’s advertising strategy?
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