Category Archives: Manchester PR

Blogging: 4 Simple Steps Towards A Successful Blog…

By Nicholas Beeson – Marketing Associate, Buzzwords Manchester

In the age of social media, blogs should form the backbone of your social media marketing campaigns. The content is also valuable in its own right.

Blogs drive traffic to your website and create valuable links. Despite this, many of us forget what makes a blog successful. As a reminder, here are four SIMPLE – yet effective – tips on how to maintain a successful blog:

  • Develop a strong blogging ‘voice’

The overall style of your blog should reflect your business or brand. It should be designed to meet your overall marketing objectives. Your blog should be written in a tone that is open and credible, conversational and jargon-free. Use the blog as an extension of your website.

  • Blog frequently

For your blog to be successful, you need to add new content often. You should post at regular times to make it easier for your subscribers to follow. As a minimum, you should aim to post three new blog entries a week.

  • Avoid rambling on

Many bloggers don’t realise that the most successful blogs are very narrowly focused on specific issues and are made up of short entries. The title of your blog is also important as it helps optimise each blog post across the web. Blogs are meant to be read quickly. This should be reflected in your writing style.

  • Optimise for ‘The Links Effect’

Make sure you include relevant keywords – and add tags to match! This will help generate back-links to your website and thus help with SEO and search engine rankings. This in turn will generate traffic to provide the sales leads or other enquiries which will ultimately justify your website’s existence.

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How to Optimize your Facebook Page in 3 Simple Steps

Buzzwords' Facebook page

By Nicholas Beeson, Marketing Associate at Buzzwords Manchester

To get the most out of a Facebook page, you need to gain members. In order to do this, some basic SEO skills can be applied. Optimizing your Facebook page will enable it to be found on both Facebook and the World Wide Web!

Believe it or not, Facebook pages are indexed by search engines and can even be viewed by those without a Facebook account. Facebook pages also have the potential to rank highly!

Ranking well on Facebook’s internal search is even more important, as those searching for your brand or business on Facebook know what they want and will be able to find it with ease!

3 simple steps
To begin optimizing your page so it ranks well on both organic and internal searches, follow these 3 simple steps:

1. What are you about?

The “About” box is one of the most undervalued elements of a Facebook page. The “About” box provides you with a platform to add keywords that can tell customers and search engines what your page is about! The box also allows you to add clickable links that can direct customers back to your company’s website or any other related sites.

2. The category you place yourself in is vital

When deciding on the category in which to place your page, be careful. The category affects what you can add to your info, and how much you can add! When completing the info section, use lots of key words and add links to all of your related sites including your company website, blog, LinkedIn and Twitter.

3. Choose an appropriate URL and page name

When choosing the page name, make sure it is related to your organisation and easily visible to those searching for you. Once you have gained 25 ‘likes’, create a unique URL that is memorable and related to your brand!

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PR and the simple art of zapping your competitors

By Nicholas Beeson, Marketing Associate at Buzzwords Manchester

If you thought PR was mainly about providing a bit of background noise while your other marketing activities did the ‘real’ business, think again! More and more companies are realising that PR is a powerful and cost-effective way to achieve a wide range of business aims – and that all-important competitive advantage. Here are just five reasons to go for it:

1. Times are changing – and so is marketing effectiveness
For a variety of reasons, many companies have found that certain ‘old favourite’ marketing tactics have declined in effectiveness over time. Direct mail is a great example of a traditional marketing technique that has declined in recent years. Printing and postage costs continue to rise, yet response rates have dropped. When current marketing tactics are failing, it may be worth adding PR to the equation. PR can generate significant returns and the odds are you’ll see some impressive synergies when used with other marketing communications tools.

2. Get yourself noticed – it’s not before time!
If your competitors are continually getting media attention and leaving you unnoticed, it’s time PR was introduced into the equation! Conducting an ongoing PR programme will increase your company’s chances of featuring in the media, as editors (and potential customers) will now be thinking of you – not just your competitors.

3. PR helps you compete with the ‘big boys’ of marketing
Your competitors may be more established, and have bigger budgets than your company, but PR can level the playing field! With PR in your arsenal, creative thinking can deliver big gains in valuable media coverage.

4. Marketing budgets have been cut
The current economic climate has seen many businesses cut their marketing budgets. With marketing costs increasing annually, a more cost-effective marketing technique needs to be introduced. PR is cost-effective and can achieve equal or better results than paid advertising.

5. You enjoy the media spotlight!
Finally, if you enjoy media attention, put your natural enthusiasm to work. Launch a PR campaign that will generate measurable results for your company and your products!

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Manchester United show red card to Facebook advertising

By Nicholas Beeson, Marketing Associate at Buzzwords Manchester 

In the space of a year, Manchester United have acquired more than 14 million “likes” on Facebook. This is a fantastic display of Manchester United’s clout as a brand and it would be expected that the club would take full advantage of Facebook as a marketing platform.

Yet Manchester United have come out this week stating that they will not be advertising on their Facebook page.  The club launched the page last July which was regarded by many as quite late. Maybe this late entry into social media was because Manchester United didn’t know how to approach social media marketing as a football club?

With Manchester United’s Facebook page acquiring 14 million likes in under a year, it would seem to be an obvious move to advertise on their page. This hasn’t happened and the club have decided to opt out of Facebook advertising as they feel it will stop the growth of the fan base.

United’s Head of Marketing, Jonathan Rigby, has been quoted as saying,

“”We don’t sell off Facebook and are resisting until we are satisfied it will not mess up the growth of the Facebook page. Our big concern is that if we get it wrong then the fan base will stop growing.”

This fear that advertising may stunt the growth of Manchester United’s Facebook page is understandable, but what benefits could Facebook advertising bring to the club? Obviously Manchester United advertise, but unlike conventional advertising, Facebook ads can target and segment markets depending on the information on users’ profiles.

This segmentation could be used in countries where Manchester United are looking at the potential for growth, such as the US, India (where Facebook already has 40 million fans) and China. Facebook ads can provide all businesses (regardless of size) with the potential to target specific audiences – and it can be done efficiently and cost-effectively.

Manchester United also refuse to embrace other social media platforms, such as Twitter. The club have stated that they don’t feel there is a “role for Twitter”. With recent reports in the tabloids relating to Manchester United players and their use of Twitter, it is understandable why the club are cautious to have a Twitter platform.

Manchester United’s scepticism about the effectiveness of social media is hardly surprising. And it’s clear why they want to keep their Facebook page “for the fans”. It’s an admirable decision and, speaking as a United fan, I feel the Facebook page should be about the club – and not the profits.

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Muddy Waters plays on Chorlton railway station Manchester 1963!

Now that Metrolink trams have come to Chorlton-cum-Hardy in Manchester, discovering this video of blues legend Muddy Waters performing on the old Chorlton railway station in 1963 (Wilbraham Road for Chorltonville!) is 24-carat nostalgia!

That was the year when Lord Beeching wielded his axe to the British railway network as car ownership began to take off. Little did he know that the whole transport infrastructure would come full circle!

Thanks to Alan Ward at Axis Graphic Design in Chorlton for drawing my attention to this gem!!!

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Marketing 101 – The Digital Marketing Question…

 Written by Nicholas Beeson – Marketing Associate at Buzzwords Manchester

The past 15 years have seen the Internet revolutionise our society. The way we communicate, shop and socialise have all changed – meaning that marketing strategies had to follow suit. Nobody could have imagined the drastic impact the Internet would have upon our lives and marketing practices. Today, there’s a whole generation of consumers who have embraced the Internet, proving early sceptics wrong.

This has led to the development of digital marketing which has been described as the “execution of marketing using electronic media”. With digital marketing becoming ever more important, many companies are ditching traditional offline marketing (or reducing how much they spend on it).

In 2008, Orange announced that they would be investing all their marketing budget in digital by 2012. A company of this size switching to digital underlines the growing importance of the medium. Sarah Messer – Head of Commercial Research and Insight at ITV – was quoted in 2008 as saying:

The same ad content could be more effective online than on TV. In testing, ads on itv.com generated a 40% recall rate compared with 17% on ITV1.”

With digital marketing becoming a predominant part of many companies’ marketing budgets, it is important to gain an understanding, keep “up to date” with new marketing practice and determine how digital marketing is affecting traditional marketing strategy. Because the practice of digital marketing is relatively new, marketers will continue to have conflicting views about the issues surrounding it.

 
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Marketing 101 – Websites

Written by Nicholas Beeson, Marketing Associate at Buzzwords Manchester

It is generally accepted that online marketing revolves around having a web presence. Accessibility, communication, credibility, understanding, appearance, availability – these are all vital to successful websites. To maximise their potential, they need to work in conjunction with other online and offline marketing strategies.

Usability and accessibility are key elements for a successful website. They enable a site to be accessed by the widest possible audience and provide consumers with information and functionality they’re comfortable with. Usability is all about how easy it is for a visitor to achieve their objectives when visiting the site.

A website that provides good usability can pay dividends. If a user can accomplish their goals efficiently and effectively, it can increase website traffic, repeat visits and increase sales. The term “accessibility” in relation to the Internet, refers to the process of designing a website that is equally accessible to everyone. An accessible site enables a larger cross-section of the target audience to visit the site, thus increasing visits and sales.

For any website to reach its full potential, consumers have to be able to find the site. The majority of consumers today use search engines to find new websites. 80 percent of Internet users find new websites by typing a query into one of the major search engines. This emphasises the importance of the Internet search engines. As a result, the practice of SEO (Search Engine Optimization) has been developed.

SEO is all about making a site attractive to search engine robots by presenting its code and content in such a way that its pages will achieve high rankings in response to keywords typed in to make an online search. Matt Cutts, the head of the quality team at Google was asked in an interview with wired.com “Does search engine optimization work?” – to which he replied:

It does to some degree. Think of it this way: When you put a CV forward, you want it to be as clean as possible. If the CV is sloppy, you’re not going to get an interview for the job. SEO is sort of like tweaking your CV”.

SEO is becoming ever more important, and will continue to do so as long as the Internet continues to grow. In an online study commissioned by Google, it was found SEO could increase brand recall, increase purchase intent and brand affinity.

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