Reach Marketing – Reach Blog http://reachblog.co.uk Articles from Reach Marketing Communicatons Ltd Fri, 19 Feb 2016 10:15:04 +0000 en-US hourly 1 Creating content using the 5 Ws http://reachblog.co.uk/creating-content-using-the-5ws/ Tue, 29 Sep 2015 09:00:30 +0000 http://reachblog.co.uk/?p=903

Creating regular and relevant content is a must for any business online, it is good for organic search rankings and adds value for the customer …

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Creating regular and relevant content is a must for any business online, it is good for organic search rankings and adds value for the customer or client. However, to add value to your business too and make it worth your time and effort, the best thing you could do is research your audience and start targeting your output.

Good research allows you to build a strategy where you can confidently create relevant and appealing content, publish in the right places at the right time and leverage your company’s expertise within your industry. Your content should engage clients and customers and consequently build brand awareness which in turn will help you to achieve your business goals in a tangible way.

So with this in mind, here is how you can use the 5 Ws as a guideline to create your content strategy:

1 – WHY are you creating content?

Content marketing is about getting the attention of new visitors (brand awareness) and developing long-term relationships with existing customers (brand loyalty and advocacy).

Like all relationships, you’ll need understanding, communication and patience. You need to understand the needs of your target audience before communicating how you can fulfill that need. Your approach needs to be patient with a big-picture mindset because the goal is never immediate conversion.

2 – WHO are you trying to reach?

Collect all the demographic and location information you can then answer a set of questions using various data sources like Google Analytics, Social media in-built analytics, Social media management tool analytics (e.g. Hootsuite) if you use it.

Question 1: What needs does your site currently fulfill for visitors?

Answer: Examine top hit pages, top search clicks and on-site search terms. Reference bounce rates call-to-actions and goal completions to see if your visitors are actually following through.

Question 2: What needs do your blog posts, social media, email campaigns and other resources fulfill?

Answer: Review the most popular posts and demographic information. Focus on this audience first because they have already opted in and demonstrated engagement potential.

Question 3: How do they compare to your competitors’ website visitors and social media fans?

Answer: Check top keywords and associated search terms on Google Insights compared to your website content and social media profiles.

Question 4: How do they compare with the overall category audience?

Answer: See the top level keywords and associate search terms at the category level.

Question 5: In what format do they prefer to experience content? (e.g. Video, images, tweets, how-to articles).

Answer: User demographic data and on-site behaviour to determine likely online behaviour whilst cross-referencing existing client/customer persona data.

3 – WHAT do you want them to do

You want them to buy your products and services, but by understanding your audience you are essentially identifying how to communicate the best of your offering to them and give them the most easiest and preferable ways of contacting you or buying online. You therefore, need to create goals and specific call-to-actions to tie your marketing channels to your business objectives.

4 – WHERE are you trying to reach them?

During your customer research you should have learned where your potential clients/customers are spending their time online, so you need to reach them via these channels.

If social media is a top choice, focus on the channels most relevant to your audience rather than your product/service. If they enjoy videos, make videos and maximise your Youtube channel. If they are more likely to share images, use sites like Facebook and Instagram. If they like live information and news, perhaps Twitter and online advertising across local news publishing websites is a good call.

Ensure your content is optimised for all devices including desktop, tablet and mobile. Especially, the device category that most relates to your target audience.

5 – WHEN should you publish and promote content?

To maximise the performance of your content you need to be publishing at peak search times, which you should get to know in your audience research. Keep in mind that this may not be at the same time as when your peak sales are. A lot of people look at content more than once before finally making a decision to take action.

On a final note, you need to track your content in order to measure how well its working for you and to keep learning about your audience. Therefore, identify the metrics you will be tracking from the start, understand your analytics capabilities and communicate key performance indicators (KPIs) across the organisation, at least on a monthly basis, to set expectations.

For advice on content marketing, please contact Reach Digital by emailing info@reachdigital.co.uk or telephoning 0116 2335565

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A fun way to develop your team http://reachblog.co.uk/a-fun-way-to-develop-your-team/ Tue, 22 Sep 2015 09:46:33 +0000 http://reachblog.co.uk/?p=895

We have brought to life, a team development tool created by our client Greengage Consulting who are specialists in developing high performance leaders, teams and …

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We have brought to life, a team development tool created by our client Greengage Consulting who are specialists in developing high performance leaders, teams and organisations.

When Greengage came to us with an idea and a name, we set to work creating a beautiful brand  which we rolled out into print material. The core of the service is a pack of branded playing cards with an educational twist. Each card contains a positive and a negative character trait. The user is to go through these and keep the five that most relate to them whilst discarding the those that don’t, making for an interesting and engaging way to get them to think and be self-aware.

The five cards kept sum up the person’s approach to work and leadership style, enabling organisation leaders to understand their staff and build successful teams that combine complimentary sets of strengths and weaknesses.

The website is now live and features a fun and animated overview video, a high quality promotional video and online registration (data capture) to play the game online. The user can also save and print their StrongSuits results to share with their manager and team.

StrongSuits workshops are also available, so take a look through the website to learn more about this engaging service and play the game to learn what your dominant character trait is, in the work place. www.strongsuits.com

strongsuits

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Get real with your marketing ROI http://reachblog.co.uk/get-real-with-your-marketing-roi/ Tue, 21 Jul 2015 10:26:41 +0000 http://reachblog.co.uk/?p=856

Get more from your Google Analytics reporting simply by setting it up strategically… Once you get to grips with the way analytics works and view …

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Get more from your Google Analytics reporting simply by setting it up strategically…

Once you get to grips with the way analytics works and view your reports regularly, you will start to gain valuable insights which can help you with ongoing improvements to your website and your online/offline marketing campaigns to gain better return on investment.

Below are five incredibly valuable features you should definitely be using if you are serious about improving your business.

FILTERS

Filter out visits from fixed IP so that analytics doesn’t count visits from within your (and your web company’s) organisation

ADJUSTED BOUNCE RATES

If your landing page has plenty of info and call-to-actions it may be normal for it to have a high bounce rate.

Distinguish a true bounce by the time a visitor spends on the page by adjusting the bounce setting to only count bounces below a certain dwell time

Click to view how to adjust the bounce rate

View results straight on the dashboard

SITE SEARCH REPORTS

If your website includes a search facility you can check how people use it and gain clarity on popular searches.

Track what visitors are searching, what page from and how long they searched for by identifying the query parameter q or s in the property view settings

Click to view how to set up site search parameters

View results in Behaviour > Site Search

EVENT REPORTS

If your website gives people information via a range of media, you can check which gets the most usage and also measure lead generation.

Track downloads, video plays, clicks to your social media icons or contact form, phone/email call-to-actions by adding an additional piece of code into your Google analytics naming the action you are tracking.

Click to view how to set up event tracking

View results in Behaviour > Events

You can also use these EVENTS to define GOALS and test what position in the layout of your website gives you better results.

CAMPAIGN REPORTS

Google Analytics by standard does not truly understand where your link referrals are coming from when it comes to email or social link sharing, but if you put the below in place you can then view clear data all in one place.

Track the success of your email marketing campaigns and social media shares by creating a campaign category related trackable URL using Google’s URL builder

Click to view how to set up campaign tracking

You can also shorten the URL using a URL shortener or your very own short vanity URL – create and track this using https://bitly.com/

View results in Acquisition > Campaigns

For more detail and to ensure you get the best out of your analytics, please contact Reach Digital by emailing info@reachdigital.co.uk or telephoning 0116 2335565

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Hair today, gone tomorrow http://reachblog.co.uk/hair-today-gone-tomorrow/ Mon, 29 Jun 2015 09:16:47 +0000 http://reachblog.co.uk/?p=841

Our account manager Tamsin Robinson has had all her hair chopped off for charity! Tamsin wanted to ‘go grey’ gracefully and decided to step out …

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Our account manager Tamsin Robinson has had all her hair chopped off for charity!

Tamsin wanted to ‘go grey’ gracefully and decided to step out of her comfort zone on her 45th Birthday and have it all shaved off. She says: “I’m excited about this hair liberation, but it’s taken courage so I’m raising money for charity at the same time.”

Her chosen charity is Womankind Worldwide which is working to change the discrimination, poverty and violence that some women and girls are facing every day just because they are female. Tamsin says: “These women have so much more to worry about than the colour of their hair.”

Every penny donated on BT MyDonate goes to the charity and you can still donate here.

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We featured on The One Show http://reachblog.co.uk/we-featured-on-the-one-show/ Mon, 18 May 2015 11:34:46 +0000 http://reachblog.co.uk/?p=803

Reach Timelapse was featured on BBC’s The One Show Reach Timelapse is a leading provider of construction timelapse services for mid to long-term construction and …

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Reach Timelapse was featured on BBC’s The One Show

Reach Timelapse is a leading provider of construction timelapse services for mid to long-term construction and civil engineering projects across the UK.

We recently installed a timelapse camera to film the construction of  a major new 52 metre bridge in South Wales, which was then installed overnight over the London to South Wales railway line, in Slough. Our camera was installed on top of an adjacent car park, which gave us the ideal position to view the full construction area.

Click here to watch the One Show clip

For long term timelapse projects, Reach Digital are also on hand to create a bespoke and responsive online viewing portal. This enables our clients and their customers to watch the project develop in real time. The portal is branded to match the client’s logo and colour scheme, and furthermore can be embedded within the client’s own website.

For more information contact Paul Harris.

Visit Reach Timelapse
Visit Reach Digital

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Create an engaging website http://reachblog.co.uk/create-an-engaging-website/ Thu, 14 May 2015 10:37:00 +0000 http://reachblog.co.uk/?p=794

Your website is one of the most important tools in your marketing plan – It lets you reach and engage today’s internet obsessed audience – …

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Your website is one of the most important tools in your marketing plan

– It lets you reach and engage today’s internet obsessed audience

– It gives you real data to drive the rest of your marketing efforts

We create well-designed, user-friendly websites that dynamically adapt to multiple screen-sizes to give your visitors the best experience of your company and offer online.

Our websites are built by a web team that combine business objectives with visitor experience, plus fully customise the back-end system to make it as simple as possible for you to regularly update your content.

We thrive on building constructive and successful websites and we can take care of all your digital marketing needs:

  • Web Design & Development
  • Content Organisation
  • Email Marketing
  • Search Engine Optimisation
  • Social Media Marketing
  • E-Media buying
  • Domain & Web Hosting
  • Web Analytics

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Your website is a remote marketing suite, so we work with you to ensure it is informative and engaging

From highlighting important information on the homepage and creating easy-to-navigate dashboards, we get into the mind of the visitor and guide them through a logical journey to get information within minimum clicks.

We work with you to organise your content into a structure that is effortless to follow and includes hotspots at peak interest points to keep your visitors engaged and browsing for longer. Your content will be easy to share and save across all devices.

By hosting with us, you also get ongoing customer service and peace of mind – we manage your domain and take care of your software and security updates.

Window shopping online is the norm, so we make sure people can find you from the get go

Our websites are created in thought-out, clean structures. We take care of basic SEO and submit your sitemap to Google so that it can start crawling your site.

With multi-channel marketing from a full marketing agency, you can start driving traffic to your website straight away. We will advise you on further activity suitable for your objectives and audience so that you can start to build a complete online presence.

From having fantastic content, making ongoing updates and creating regular marketing activity, you will find your rankings will grow organically. For more targeted-driven results, we also offer specialist SEO consultants who will create a strategy and work with you on an ongoing basis.

You will be given full access to Google Analytics so that you can check your traffic any time you want.

For your website and digital marketing needs, please contact Reach Digital by emailing info@reachdigital.co.uk or telephoning 0116 2335565

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Social sweepstakes http://reachblog.co.uk/social-sweepstakes/ Mon, 30 Mar 2015 09:42:02 +0000 http://reachblog.co.uk/?p=750

Give it away on social media to gain awareness and create engagement We recently created a Facebook sweepstake for our client Brand New Glasses to …

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Give it away on social media to gain awareness and create engagement

We recently created a Facebook sweepstake for our client Brand New Glasses to kick start the launch of their new e-commerce website. They are a local retailer providing designer prescription or non-prescription, frames, glasses or sunglasses available to order online. In such a highly competitive environment, they realise they need to focus on brand awareness and customer engagement first and foremost.

To start small as most retailers would, we used an online tool called Woobox to create a sweepstake for Likes. Woobox is a subscription platform with which you can create all sorts of social campaigns and competitions on Facebook and Twitter. Their range of apps can be used to grow your fanbase, engage them and spread your message.

The competition we created offered the chance for entrees to choose a pair of designer glasses or sunglasses from the website and have them for free. In return, it captured email addresses and Facebook likes. We designed some on-brand graphics for the website and facebook page and created a custom Facebook tab to make the competition easy to access.

BNG-Win-Glasses

The sweepstake ran for two weeks and gained 70 likes from REAL people, a great result considering the page was completely new. This encouraged our client to invest in another Facebook promotion – this time with paid advertising across Facebook and Google.

The winner was automatically picked by the system. Under the terms and conditions, they will now take a selfie wearing their brand new glasses and submit it together with a little quote to help us further promote the website and products.

If you would like to run your own Facebook promotion we are happy to help – contact us.

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Award winning service http://reachblog.co.uk/award-winning-service/ Tue, 17 Mar 2015 15:11:29 +0000 http://reachblog.co.uk/?p=737

The Lifetime Contribution Award goes to Lucy Bloomfield! Our superwoman account manager Lucy received a prestigious award from one of our longest standing clients, Dave’s …

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The Lifetime Contribution Award goes to Lucy Bloomfield!

Our superwoman account manager Lucy received a prestigious award from one of our longest standing clients, Dave’s Leicester Comedy Festival last night at their sparkling awards ceromony that showcased appreciation for all comedy festival contributers and partners.

Lucy has been working on the comedy festival account for over 10 years and is humbly happy to be recognised as a trusted lifetime contributor. She has successfully delivered projects that cover branding, brochures, flyers, advertisements, website, emailers, event displays, outdoor advertising, promotional items, augemented reality and the recent re-brand.

All at Reach are extremely proud of her achievement and would like to thank Dave’s Leicester Comedy Festival for remaining loyal clients for such a long time.

If you would like to contact Lucy for a consultation on your b2c or b2b marketing projects, click here to email her or telephone our main number 0116 233 5565

View Leicester Mercury story
Go to Reach Marketing Communications website
Go to Reach Digital website
Go to Dave’s Leicester Comedy Festival website

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New Website – Midas22 http://reachblog.co.uk/new-website-midas22/ Fri, 06 Feb 2015 14:37:31 +0000 http://reachblog.co.uk/?p=733 New client, new website – getting your development online is our thing! We can do full developer websites with site portfolios and case studies or …

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New client, new website – getting your development online is our thing!

We can do full developer websites with site portfolios and case studies or scheme specific websites to give information for the community and attract occupiers – easy to update your plans, elevations, aerials, drive times and brochure.

Also complete with agent contact details and hard hitting benefit led facts about the site. We will also manage your domain, hosting and ongoing maintenance.

Midas22

Check out midas22.co.uk and take a look around

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Attending the RAD Awards http://reachblog.co.uk/attending-rad-awards/ Mon, 02 Feb 2015 15:35:45 +0000 http://reachblog.co.uk/?p=718

Our recruitment advertising manager Linda Craig dazzled and mingled at the Recruitment Advertising & Design Awards last week “I would like to say a massive …

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Our recruitment advertising manager Linda Craig dazzled and mingled at the Recruitment Advertising & Design Awards last week

“I would like to say a massive thank you to Local World Publishers who this year invited me to join their table at the RAD Awards which took place at the Grosvenor Hotel in London on Thurs 29th January.

This was my first time at the RADS and it was absolutely spectacular. The Great Room at the Grosvenor was very impressive. Jimmy Carr was the MC and Peter Dixon (X Factor) was the announcer.”

Linda Craig manages recruitment advertising at Reach. You can read more information on our website and contact Linda directly to get discounted rates and FREE artwork for your recruitment drive.

local-publishing-awards-2015

 

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