Revamp your socials this Easter

Most of us will be spending our Easter weekend at home this year and, as well as enjoying our Sunday roast and Easter eggs, we are likely to spend a lot of that time online.

At PHM, we understand that now is not necessarily the time to pursue your usual marketing strategy. So, how can you ensure you make an impact online in the right way? Take a look at our tips for revamping your socials this Easter:

1. Be careful with your sales tactics

Finding the right message can be tricky at the moment. Remain sensitive to the changing situation and ensure your message is appropriate and relevant.

Remember, intrusive and ‘in your face’ marketing stopped being fashionable on social media some time ago. Providing valuable, meaningful content on your social media channels will build authentic connections with your audiences and will build trust, too.

2. Host a competition

Competitions and prize draws are a great way to amplify your brand on social media, drive traffic and engage your target audiences. Consider something that adds value to the communities in which you work, adding PR value to the campaign as well as rewarding potential customers.

Make sure that you host the terms and conditions on your website to ensure competitors know exactly what they are signing up for, and consider using paid-for content to advertise the competition beyond your usual following.

3. Tailor your posts for each platform

Each social media platform is used in a different way, so adjusting your message accordingly is helpful. Instagram, for instance, is all about visuals – think high-res photos and graphics, accompanied by a caption. LinkedIn, on the other hand, can be focused on corporate messages and provides a place to host any opinion content or thought leadership.

If you’d like to find out more about how PHM can help you with an egg-cellent social media strategy, get in touch with our team on 01483 561119.

Dust off the cobwebs: Keep your social media in shape this summer

Here at PHM, we like our content to shine bright on the never-ending feeds of social media and with the summer months finally here, what better time to help you dust off the cobwebs and bring you three essential top tips to keep your social in ship shape:

  1.   Cut waffle in long posts: your audience don’t have all day!

Many people using social media are simply scrolling; recent stats are claiming that the average person scrolls through 300 feet (90m) of social media content daily! With so much to consume, your audience doesn’t want to be reading long paragraphs with no substance. One way to keep people engaged in your posts is to stick to the point and cut the waffle. It’s important to keep content concise without compromising on quality.

  1. Know your audience and stay up to date with them

We know the majority of a beauty blogger’s audience will have no interest in bird watching, so why should your audience maintain engagement with seemingly random and unrelated content? Tailor your posts to trending topics to keep your following engaged and up-to-date without jeopardising your message. Does it suit their interests? Are they the right demographic? Is it the type of content the target audience would choose to spend their time consuming?

  1. Add pictures and graphics

Pictures are processed 60,000 times faster by the human brain than words, so it’s important to keep your feed filled with photos. However, it’s often difficult to keep creating new visual content from scratch. Here at PHM we use sites such as Unsplash and Canva. Unsplash allows you to browse and download high quality images for free, avoiding unwanted repetition. Canva is a site used to create visually interesting content for social media. The website offers templates and graphics which you can utilise to personalise and refashion your posts in order to keep things fresh.

If you’d like to find out more about how PHM can help with your social media strategy, contact the team on 01483 561119.

Three social media tools we’re coupling up with this summer

By Louise Jarvis, Account Manager

It is official; Love Island has returned. Cue eight weeks of recoupling and viral memes.

Here at PHM, we like to pay attention to every trend, so we’ve been embracing this summer’s hot topic and thinking about how important it is to inject a little love into your digital PR campaigns.

That’s why we’re bringing you details of three social media tools you should be coupling up with this summer…

  1. Management platform

For agencies like us, juggling multiple clients’ many social media channels (not to mention fostering media relationships, strategising, copywriting, event organisation and more) a social media management platform is essential.

This type of tool is really useful for optimising posts for engagement, reporting and scheduling, and doing so consistently and efficiently. But don’t fall for the first platform you meet. Do your research and see whether you’re able to trial a few before committing (speed dating at its finest).

  1. Canva

If you’re not already using Canva, it’s a great free graphic tool with which you should definitely be getting acquainted. The website is home to thousands of social media templates and layouts suited to every kind of platform, which you can personalise and edit to suit your brand.

It’s user-friendly, it’s a great way to mix up message presentation and it has become one of our most-used tools for creating quick and engaging content for social media where visually led-content is the top property.

  1. Unsplash

Where visuals are king and feeds are saturated, it’s important to switch up your imagery on socials – after all, first impressions count.

As photography and stock imagery can be expensive, sites such as Unsplash are an easy way to browse and download high-quality photos for free, implementing fresh and exciting content to avoid too much repetition in your use of imagery.

If you’d like to talk to PHM about how we can bring your social media channels alive – and take on the time commitments you can’t fit into your calendar –  call us on 01483 561119 or email info@housegroup.co.uk.

Four things to consider before you embrace influencer marketing

By Louise Jarvis, Account Manager

There’s no denying the rise and rise of influencer marketing, most social media feeds have been peppered with third-party advertisements and brand partnerships for a while now.

But are we becoming more cynical? Does an influencer’s credibility plummet once you realise that they’ve been paid to talk about the product or service they seemingly love? And if so, why bother in the first place?

Despite these concerns, if done properly, we think this is an area of digital marketing that can add a lot of value to your strategies, however there are a few things to consider if you want to add influencers to your toolkit:

 

  1. Research, research, research

If you’re serious about incorporating influencers as part of your marketing strategy, you’ll need to invest some time in researching who’s out there. Find out what they have to offer you: what is their content’s reach and what does their audience demographic look like?  Before approaching them, you’ll need to know why you want to work with them; in short, your brands need to be aligned. Does your messaging synchronise with their narrative? If the fit is wrong, it’s likely your campaign will be less effective, so take your time and make sure you’re connecting with the right people.

  1. Micro vs Macro

When people think influencers, they tend to think big – or macro. Look at Kylie Jenner for example, who has a whopping 130 million Instagram followers. But with a following so vast, how can you ensure you’re targeting the right people? Targeting influencers with a large following will also most definitely be expensive and you may not always reap the return you’re after.

Depending on what you’re marketing, it’s very much worth looking into micro influencers; these people tend to have a smaller but niche and trusting following. This makes it easier to assess whether you’re reaching the right people via their channels.

  1. A tailored approach

As with all PR, it’s important to tailor your approach. With however many hundreds of thousands of influencer profiles to choose from and a sea of content to compete with, you’ll need to think of a ‘big idea’. With the digital marketing landscape so regularly changing, you might not get the best results from merely imitating campaigns you’ve seen before. So, brainstorm and take risks. What type of content would your target audience like to see and spend their time consuming? Decide your objectives, pick your angle and run with a creative approach.

  1. Contracts

Once you’ve cemented your relationship as a brand and advertiser with your chosen influencer, it’s important to get it in writing and create some form of influencer contract. It’s key to ensure everyone involved knows what their role is within the partnership or campaign. Here’s just a few things to include:

  • The basics: names and parties involved, the date and a description of what the partnership should achieve
  • Timeframe: How long is your partnership going to last? Is it one campaign or longer term?
  • Output: What exactly do you want from them? Include details, for example, the exact number of social media posts or the length of a blog
  • Veto list: Write down anything you’d like them to refrain from saying and include brand guidelines
  • Payment terms: in what form will payment be made?

 

If you’d like to talk to PHM about a bespoke approach to your PR requirements, call us on 01483 561119 or email info@housegroup.co.uk.

Four bad habits to give up this Lent when writing copy

Today marks the beginning of Lent and rather than giving up the office biscuits, here at PHM we’ve decided to revisit the bad habits worth banishing when writing copy, from press releases to social media posts.

Here are four key, timeless ingredients which will ensure your written content is second to none:

  1. Cut the waffle

The goal is to keep your content concise without compromising on quality. It’s tempting to provide as much information as possible, but in a time-poor day and age, journalists and consumers alike are keen to get to the heart of a story quickly.

  1. Don’t be lazy

It’s easy and time-efficient to repeatedly churn out the same content, and while consistent messaging and brand recognition is vital, it’s also important to keep things relevant and fresh. Your level of engagement is more likely to increase if you tailor copy to your audience and have something new to say.

  1. An eye for errors

Checking for spelling and grammatical mistakes may seem an obvious part of writing formal copy, but this is just as important when it comes to social media. Colloquial language is common across platforms such as Twitter, however there is no excuse for poorly structured content; attention to detail and errorless posts make for a more credible company. Make sure your posts are scroll-stopping for the right reasons.

  1. Don’t play it safe

There’s a vast sea of content out there and if you want to stay afloat, or better still, create the waves, you can’t just play it safe; safe doesn’t stand out. Experiment and, for want of a better phrase, think outside the box. Ask yourself ‘What’s going to make people sit up and pay attention to what we have to say?’

If you’d like to talk to PHM about a bespoke approach to your PR requirements, call us on 01483 561119 or email info@housegroup.co.uk.

Lent: three bad habits to give up when writing copy

Three bad habits to give up this Lent when writing copy

Today marks the beginning of Lent and rather than giving up chocolate, here at PHM we’ve decided to look at the bad habits worth banishing when writing copy, from press releases to social media posts.

Here are three ways to ensure your written content is second to none:

  1. Cut the waffle

It’s important to keep your content concise without compromising on quality. It’s tempting to provide as much information as possible, but in a time-poor day and age, journalists and followers alike are keen to get to the heart of a story quickly.

  1. Don’t be lazy

It’s easy to repeatedly churn out the same content, and although consistent messaging and brand recognition is important, it’s also vital to keep things current and fresh. Your level of engagement is more likely to increase if you tailor copy to your audience and have something new to say.

  1. An eye for errors

Checking for spelling and grammatical mistakes may seem an obvious part of writing formal copy, but this is just as important when it comes to social media which provides another opportunity to promote your brand. Colloquial language is common across platforms such as Twitter, however there is no excuse for poorly structured content; attention to detail and errorless posts make for a more credible company.

If you’d like to talk to PHM about a bespoke approach to your PR requirements, call us on 01483 561119 or email info@housegroup.co.uk.

Facebook will favour family and friends over business content

– Harriet Bolt, Senior Account Manager at Property House Marketing

It’s been two weeks since Facebook introduced yet another change to its algorithms, and here at PHM we’ve taken the time to understand what the changes could mean for us as marketers. Until now, content from businesses appeared roughly the same number of times as content from friends and family on  the standard Facebook news feed. However, with fake news on the rise and causing scepticism towards business-led posts. Mark Zuckerburg has decided to give the power back to the people, with content from friends and family to appear much more often.

The change is part of Mr Zuckerburg’s new ‘meaningful interaction’ campaign. In his announcement, he said: “Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect”.

In essence, if your company posts aren’t engaging, they are not going to appear as often as posts from friends and family which always attract a lot of interaction in the form of likes and comments.

If you think this is a bombshell of an update, fear not. This change is only in relation to organic content (posts which have no advertising spend behind them). It will not affect the algorithms associated with ‘boosted’ content (posts with advertising spend that enable you to target content to a specific audience).

Therefore, we believe the update gives us, and our clients using Facebook for business, three opportunities:

  • Get inspired by the new change, prioritising boosted content but with an emphasis on quality not quantity. If you can really drill down to who your target audience is, you shouldn’t need to spend money boosting your campaign to a wide audience, or setting up multiple campaigns with the same message for the sake of it, which can be costly. Organise one, or a few, well thought-out posts a month which reach your desired audience effectively and prevent you falling into a trap of posting repetitive and expensive content.
  • Limit the number of organic posts you post from a Facebook business page – but don’t stop it completely. Facebook’s changes are a chance to get inspired, and create truly engaging content. Rather than ‘sell sell sell’, why not start a Q&A every week, or post a competition asking for comments as entries?
  • Be more creative in the way you distribute content. If Facebook is prioritising human interaction between users, why not consider new ways to reach a target audience through Facebook and other social media channels, without posting directly through your company page? This is where influencers (individuals that have influence over potential buyers, often with a large fan base/following) come in, who regularly post truly engaging content, mainly in the form of images and videos, reviewing products or showcasing their interaction with a business.

At PHM, we believe using social media as part of a wider PR strategy can only be effective if we’re keeping up to date with the latest changes to utilise its tools effectively, adjusting how content is delivered in order to get the best results.

If you’d like find out more or to know how to get the most of your social media strategy, call us on 01483 561119.

social media

PHM’s 3 golden tips for managing social media this Christmas

-By Harriet Bolt, Account Manager

The upcoming holidays is a time of relaxation for many, however an extended period of time out of the workplace can cause a sense of unease for those managing their own or their clients’ social media channels (Facebook, Twitter, Instagram etc). However, this needn’t be the case as we at PHM believe it’s a great opportunity to schedule brand awareness campaigns, double check your customer care protocol and trust the technology available to you to manage social media on the go.

After all, ’tis the season to be jolly, said a famous Christmas carol, and so can be social media over the festive period if you follow these three golden rules for a well-planned digital strategy over the coming weeks.

1.Make a plan

It sounds simple, but without a well-organised content plan, your carefully created messaging will not know when or how it will be delivered to your audience. Help it along by creating a timetable of activity and remember to schedule the posts in using a social media scheduling tool such as Hootsuite or Sprout Social.

2. Be prepared

We promise we haven’t lifted this from a survival guide, but be aware that the holidays provides customers with more access to their social media accounts and potentially the chance to express any negative feedback. Ensure you have a communications protocol in place which can ensure messages are responded to quickly, and escalated to a customer care department swiftly if necessary. Nevertheless, it is also a chance to positively engage with your customers and potentially create an audience of which to target future content to on your return. Embrace the opportunity by introducing some easy but relevant competitions to encourage more interaction and brand loyalty.

3. Embrace change

If you always manage your social media channels using a desktop computer, then using the free tools available to you on the App Store of your smartphone for the first time might seem a little complicated. However, they are a valuable tool and there to help you quickly amend or edit your clients’ advert campaigns or engage/comment directly with customers over various channels. Get these set up before the Christmas break, and should you need to check any live campaigns or channels, you’ll be able to far more easily than opening up a laptop and signing in remotely to any emails or social media management accounts.

If you’d like a hand ensuring your social media strategies run smoothly over Christmas and indeed anytime of the year (the above rules apply to evenings and weekends too) then speak to a member of PHM on 01483 561119.