by Dylan | Mar 18, 2024 | Content Marketing, SEO, Strategy
2023 was another year where SEOs had to fight against a wave of core updates from Google, an influx of AI-generated content (and trying to get it to rank), and Bard being launched, which looks set to change the way users interact and navigate with Google.
But with these changes coming into action, what Google have continued to emphasise is that using the E-E-A-T principle by combining experience and expertise in your content, this will build authority and trust with both Google and your readers.
SEO remains a powerful thing in 2024, and marketers must continue to adapt, whilst not forgetting trusted old practices to achieve ranking success.
In this article, we will give you practical tips to put you in the strongest of positions as we head further into 2024.
1. Create Quality Content
This one should be a given, as it has long been part of any successful SEO strategy.
But what should be remembered is that users have shorter attention spans. This will obviously depend on the topic of your content, but try your best to keep it short, snappy and straight to the point.
This obviously will have some exceptions for technical content, but as a general rule assume the audience is time-poor and wants instant answers.
This means that content should be targeted with incorporated researched keywords, whilst applying the aforementioned E-E-A-T principles.
Elsewhere, and from a technical standpoint, make sure you do the basics right. Keep it structured with appropriate headings for each section, keep meta information consistent and accurate to the page and wider website and ensure images are appropriately formatted.
2. The Mobile Experience
In the past it was overlooked, but nowadays you simply cannot have poor mobile accessibility.
A recent study found that 60% of global traffic comes from mobile devices, meaning that potentially more than half the visitors to your website will only experience it in the mobile form.
Tips to help you achieve mobile success include streamlining navigation and maintaining a tidy user interface.
You should also go for minimalist, but also high-quality images that don’t compromise on speed or visibility.
Also, pay attention to the size and placement of your call-to-action buttons, and consider featuring your most crucial content right at the top of the page.
3. Keep Web Speed Fast
As we have already established, people are getting less patient (TikTok’s fault), and the combination of slow pages and conditioned technology users will always result in navigation away from your page.
To combat this, simple things can be done to speed up those loading speeds.
Images play a big role in this, with heavy PNG files causing disruptions. Going for web-friendly JPEG files will still appear quality on the screen without causing any traffic jams.
To go a step further, consult a web development team to streamline your HTML, CSS, and JavaScript, removing any unnecessary characters that slow down your website.
4. Start Local and Grow
The first place people go to now to find local amenities that they need is Google.
Local SEO for most small to medium businesses is crucial as the foundations to build on, and should be the core part to any SEO strategy.
To begin this process, start or optimise if you already have by listing your business in local directories and listings.
Integrate localised keywords into your content, and most importantly, claim and regularly update your Google My Business listing with essential information like operating hours, location, and services.
This ensures that your business shines prominently in Google Maps searches.
Bonus (Not So Secret) Tip: Always Monitor and React
Building a successful SEO strategy doesn’t happen overnight, but overlooking it can cause a decline.
Achieving success in search engine results is more like a marathon than a sprint. It requires a comprehensive, long-term approach that needs continuous evaluation.
Regularly check tools like Google Search Console and Google Analytics to assess your progress and make adjustments based on data.
Consistent analysis and timely revisions are your key ingredients in navigating the ever-changing landscape of SEO.
by Lex | Mar 11, 2024 | Company News, Strategy
Embracing Change
Transitioning to a new career can be a scary and complex process, especially for the average person. Financial obligations and having a specific set of current skills can deter some people from making the move. I’m sure we’ve all thought at some point “I don’t enjoy my job”, “I’ve progressed as much as I can” or “I’m bored and need a new challenge”.
I am now on my 3rd significant career. So I thought I’d write about my own journey, what prompted my career changes and how I managed to navigate the waters.
From Call Centers to Digital Marketing
To start a bit of background is needed. As a young working professional, I bounced around a few different roles trying to find something that I was good at and two, something I’d enjoy. I started at the modern-day factory work, and call centres. And no it wasn’t me calling you up asking you about your gas & electric or conducting a survey. I started in an alarm monitoring centre, your alarm or CCTV activates and we call you/police/fire essentially.
I then moved on to Experian as a credit report advisor. However, it would be in my first few weeks of joining Experian that I realised what I wanted to do. To be an advisor there you first had to go through 6 weeks of training, which is what I decided would be the career for me, Training.
Unfortunately, the training roles at Experian were few and far between. Probably because the training team was fantastic and very few left. But I did manage to bag myself a secondment to the team for 6 months. Passed my AET qualifications and set to work.
Towards the end of my secondment, my mental health took a downturn as I was dreading going back as an advisor. My eldest brother once said to me “When we worry or fear something, our brain kicks into instinct mode. Flight or Fight”. I however flew. I flew all the way to Australia for a year
When I realised it was time to come back to the real world, I had to think of what I could do for work. I wanted to be a trainer but had little experience. I decided to go to a different alarm monitoring centre, where I had experience. But how was I going to get into training?
Well to be able to monitor CCTV, you need to have an SIA licence. I could combine my knowledge, experience and qualifications. I took a basic operator role and when I started, the training they had was appalling. Luckily I knew the rules and regulations. But for someone who is a brand new starter, it could spell mistakes all over. I became friendly with the operations manager and helped out with overtime where I could. Once I cemented myself within the company, I mentioned my qualifications and previous experience, I could design a proper training program for new starters.
I was given my chance and was made the company trainer, this was a newly created role for me. I designed a new starter program, cross-trained all current staff and did the SIA licence training. It was a success. However, down the line, I was bored. Fewer new staff was needed, less people left/were fired. All current staff were fully cross-trained in all aspects and everyone had SIA licences. I suppose this is where my first significant career change comes in.
Finding My Place in Recruitment
I was having a drink one night with an old schoolmate and mentioned my current situation. He suggested I come work at the same company as him in temporary recruitment for HGV drivers. The soft skills that I acquired through my training career would be transferable, but I would have to take a pay decrease to start with. I could manage the decrease in salary, so I took the role of an entry-level recruiter.
I built myself back up again earning promotions, salary increases and more responsibility. I hated the job. I could start work at 4 am and not finish until 10 pm at night. The anxiety of relying on everyone going to work every day, and if they didn’t try to find a replacement last minute, lying to people just so you had a backup in case someone let you down. Targets increase when you’ve not hit previous ones, which affects your commission each month. After 2 years I was done, I had to change, there was no question or I think I could have had a breakdown.
The Leap into Digital Marketing
And here we are now digital marketing. Starting at the bottom again, but I couldn’t be happier right now. Over the last few weeks, it’s made me realise how much a support system I have. Yes, the purse strings are going to have to be adjusted, but money isn’t everything. I’m sure my friends and family can buy me a drink or two.
Now there are a few key points I want to expand upon within my journey, for you to consider if and when you decide to change careers.
Key Takeaways from My Career Transitions
Firstly identify your skills and experiences in the current role you have, and Assess Your Professional Background. Once you’ve done that you can see which ones would be useful in a different career, this includes hard and soft skills, Leveraging Your Current Skill Set. Which you can see I did when I combined my training qualification and my alarm monitoring experience
Critical Thinking and Soft Skills are valuable in every career. Working on developing skills like problem-solving, communication, and adaptability could improve your chances over the next person. Research the job market as well, do you need further education? Does your current skill set align with your desired career? How many jobs are there in that field?
Practical Steps for Career Transition
Depending on your desired career you might need to acquire new skills or enhance your existing ones. Develop Relevant Skills and Knowledge, this could involve further education, an online course or self-guided learning. Helping you to bridge any skill gap or gain industry-specific knowledge. Websites like Coursera, Udemy, and LinkedIn Learning offer a wide range of courses that can help you acquire the necessary skills for your new career. Before I could start training I had to be qualified
Connect with people in your desired field. Networking is a great way to gain advice if you are unsure what qualifications you need or what your next step might be. It could also lead to possible job opportunities. You could speak to your friends and family like I did and see if they know or have anything. Your connections may be able to offer part-time work or internships, Gaining Relevant Experience could be critical in a successful transition. In today’s digital age, having a strong online presence can be a significant asset. Update your LinkedIn profile and consider creating content relevant to your new career path.
Financial Obligations always play a major part in anything you do in life. Whether that’s professional or personal. Calculate all your living bills per month, rent/mortgage, water, gas & electric, council tax & food. Add a little extra on top for social & personal use (can’t be all work and no play). This will show you the minimum you can live on each month.
Can you afford to take an Entry-Level Job? You will likely have to start from the bottom which may mean taking a decrease in salary. While it might be a step back, gaining that industry experience will be vital to help you elevate further down the line. I was lucky in the fact that I have been able to take entry-level roles and still be able to live.
Set Achievable Goals define clear, realistic, and achievable goals for your career transition. This helps in maintaining focus and may prevent you from getting disheartened. Don’t be afraid to ask for help from friends, family or professionals. A good Support System could be crucial in success. Whether it’s just to vent or for advice, maintaining your mental health is key. Especially if you’re juggling your current role with either internship or further education. A healthy Work-Life Balance and Support System I don’t think has ever been more important than the world we live in now. If it wasn’t for the people that encouraged me to change from my previous role I don’t know where I would be
What are your interview skills like? Be ready to discuss your career change and how your existing skills and experiences make you a suitable candidate for the new role. Emphasise your eagerness to learn and grow in the new field
Above all else Be Patient and Persistent understand that achieving career success in a new field might take time. Stay committed to your goals and adapt as necessary.
by Lex | May 4, 2023 | Design and Branding, Market Analysis, SEO, Social, Strategy
As the legal industry becomes increasingly competitive, law firms are searching for ways to differentiate themselves and attract more clients.
One effective strategy is content marketing, which involves creating and sharing valuable, relevant, and consistent content to attract and retain a defined audience. By providing helpful information and insights, law firms can establish themselves as thought leaders in their field and build trust with potential clients.
In this blog post, we will explore the power of content marketing for law firms, including why it’s important, how it can benefit your firm and best practices for creating a successful content marketing strategy. Whether you’re just starting out with content marketing or looking to improve your existing efforts, this post will provide valuable insights to help you succeed.
1. Building Trust and Authority Through Content Marketing
For law firms, building trust and authority is essential in order to attract and retain clients.
One effective way to accomplish this is through content marketing. By creating informative and valuable content that addresses the legal needs and interests of your target audience, you can establish yourself as a thought leader in your field and build a reputation as a trustworthy and reliable source of legal information.
To build trust and authority through content marketing, it’s important to focus on the needs and concerns of your target audience. This can involve creating blog posts, articles, videos, and other content that addresses common legal questions and issues.
Additionally, your content should reflect your law firm’s unique personality and brand values, so that potential clients can get a sense of who you are and what you stand for.
In addition to creating great content, it’s important to distribute it effectively. This can involve using social media, email marketing, and other tactics to promote your content and reach a wider audience.
By using a strategic approach to content distribution, you can increase your reach and build trust and authority with your target audience.
Slater and Gordon’s YouTube channel is an excellent example of how law firms can use video content to connect with their target audience and build trust and authority. The channel features a wide range of videos on various legal topics, including personal injury, medical negligence, and employment law.
One particularly effective type of video content that Slater and Gordon creates is client testimonials. These videos feature interviews with clients who have successfully used the firm’s services to resolve their legal issues.
By sharing real-life stories of how they have helped clients achieve positive outcomes, Slater and Gordon has been able to establish themselves as a leading provider of legal services in their areas of focus.
In addition to client testimonials, they also create informative videos that explain legal concepts and processes in a clear and accessible way. For example, they have videos that provide guidance on what to do after a car accident, how to make a personal injury claim, and what to expect during an employment tribunal.
By using video content to engage with their target audience, Slater and Gordon has been able to build trust and authority as a leading provider of legal services in their areas of focus.
Their YouTube channel has become a valuable resource for people seeking legal advice and information, and has helped them to establish themselves as a trustworthy and reliable source of legal information.
2. Establishing Your Law Firm as a Thought Leader in the Industry
Positioning your law firm as a leading authority in the industry through thought leadership. can be a powerful tool to differentiate your firm and stand out from the competition.
Being recognised as an authority in your area of practice can help you attract and retain clients, improve your reputation and credibility, and ultimately grow your business.
To become a thought leader, you need to focus on building expertise in your area of practice and sharing your knowledge and insights with others.
This can be achieved through a variety of channels, including publishing articles and whitepapers, speaking at conferences and events, hosting webinars and podcasts, and engaging with your audience on social media.
One effective way to establish thought leadership is to identify and capitalise on industry trends and hot topics. By staying up-to-date on emerging issues and trends, and sharing your thoughts and opinions on them, you can position yourself as a go-to resource for your clients and peers.
This can also help you anticipate and adapt to changes in the industry, ensuring that your firm stays ahead of the curve.
Mishcon de Reya is a London-based law firm that has built a strong reputation for its expertise in litigation and dispute resolution.
The firm has been able to establish itself as a thought leader in the industry by taking a proactive approach to sharing its expertise with others.
It regularly publishes articles and thought leadership pieces on its website and in industry publications, providing insights and analysis on a range of legal topics.
In addition to its thought leadership content, Mishcon de Reya has also been active in speaking at conferences and events, and hosting webinars and podcasts.
By engaging with audiences in a variety of formats, the firm has been able to expand its reach and build a loyal following of clients and peers who value its insights and expertise.
Another key aspect of thought leadership is building a strong personal brand. This involves creating a consistent and recognisable image that reflects your expertise, values, and personality.
By building a strong personal brand, you can enhance your credibility and visibility, and create a loyal following of clients and fans who trust and admire you.
3. How to Create Effective Content for Your Law Firm
Creating effective content is an essential part of building a successful law firm marketing strategy.
Content that resonates with your target audience can help you attract and retain clients, establish your firm as a thought leader in the industry, and ultimately grow your business.
Here are some tips and best practices for creating effective content for your law firm:
- Understand your audience. The first step in creating effective content is understanding your audience. Who are your ideal clients? What are their pain points and challenges? What type of content do they find most valuable? By answering these questions, you can tailor your content to address the specific needs and interests of your target audience.
- Focus on quality over quantity. While it’s important to create content on a regular basis, it’s even more important to ensure that your content is high-quality and valuable. Avoid creating content just for the sake of creating content. Instead, focus on providing real value to your audience with insights and perspectives that they can’t find elsewhere.
- Be consistent. Consistency is key when it comes to creating effective content. Establish a regular publishing schedule and stick to it. This can help you build momentum and keep your audience engaged over time.
- Mix up your content formats. Variety is important when it comes to creating effective content. Don’t just rely on written blog posts. Experiment with different formats such as videos, podcasts, infographics, and social media posts to keep your content fresh and engaging.
- Optimise for search. Search engine optimisation (SEO) is important for ensuring that your content is discoverable by your target audience. Research keywords and phrases that your audience is searching for, and incorporate them into your content in a natural and meaningful way.
- Promote your content. Creating great content is only half the battle. You also need to promote your content effectively to ensure that it reaches your target audience. Share your content on social media, in email newsletters, and through other channels to maximise its reach and impact.
By following these tips and best practices, you can create effective content that resonates with your audience and helps you achieve your marketing goals.
Remember to stay focused on providing real value to your audience, and to be consistent and strategic in your approach to content creation and promotion.
4. Using SEO to Optimise Your Law Firm’s Content Marketing Strategy
Search engine optimisation (SEO) is a critical component of any law firm’s content marketing strategy. By optimising your content for search engines, you can increase your visibility and attract more potential clients to your website.
To do this, the first step is to research relevant keywords and phrases. Identify the keywords and phrases that your target audience is searching for, and incorporate them into your content in a natural and meaningful way.
By doing so, you can increase the chances of your content showing up in search engine results for those keywords.
Once you have identified your target keywords, it’s important to optimise your content accordingly. This includes incorporating your target keywords into your headlines, subheadings, and body copy, as well as optimising your meta descriptions and title tags.
Meta descriptions and title tags are important because they provide a brief summary of what your content is about and are often the first thing that users see in search engine results.
By optimising these elements, you can increase the likelihood that users will click through to your website.
While SEO is important, it’s equally important to focus on creating high-quality content that provides real value to your target audience.
Avoid keyword stuffing and other black-hat SEO tactics that can hurt your credibility and reputation. Instead, focus on creating content that answers your target audience’s questions, provides valuable insights, and establishes your law firm as a thought leader in your industry.
Backlinks are a key factor in determining your website’s authority and ranking in search engine results.
Focus on building high-quality backlinks from reputable sources to boost your website’s authority and visibility.
This can be done by creating guest blog posts for other websites, participating in online forums and communities, and building relationships with other industry thought leaders.
If your law firm primarily serves clients in a specific geographic area, it’s important to optimise your content for local search.
This includes incorporating location-specific keywords into your content, as well as creating local business listings on platforms like Google My Business. By doing so, you can increase the visibility of your law firm to potential clients in your local area.
By incorporating these SEO best practices into your law firm’s content marketing strategy, you can improve your website’s visibility and attract more potential clients to your business.
Remember to focus on creating high-quality, valuable content that resonates with your target audience, and to stay up-to-date on the latest SEO trends and best practices to stay ahead of the competition.
5. Leveraging Social Media to Amplify Your Law Firm’s Reach
Social media platforms offer a powerful way to amplify your law firm’s reach and connect with potential clients.
By leveraging social media effectively, you can increase your visibility, establish your law firm as a thought leader in your industry, and drive more traffic to your website.
Here are some tips for leveraging social media to amplify your law firm’s reach:
- Choose the right platforms. There are many social media platforms available, each with its own strengths and weaknesses. To leverage social media effectively, you need to choose the right platforms for your law firm. Consider your target audience and which platforms they are most active on. For example, if your law firm primarily serves business clients, LinkedIn may be a more effective platform than Instagram.
- Create high-quality content. To engage your social media followers and attract new ones, it’s important to create high-quality content that provides real value. This could include blog posts, infographics, videos, and other types of content that are relevant to your target audience. By creating content that resonates with your followers, you can increase engagement and build a loyal following.
- Engage with your followers. Social media is a two-way conversation, so it’s important to engage with your followers and respond to their comments and questions. This can help to build trust and establish your law firm as a credible and approachable authority in your industry. Additionally, engaging with your followers can help to increase the reach of your social media posts by encouraging shares and likes.
- Measure your results. Like any marketing strategy, it’s important to measure the results of your social media efforts. Use social media analytics tools to track engagement, reach, and other metrics, and use this information to optimise your social media strategy over time.
By leveraging social media effectively, you can amplify your law firm’s reach and connect with potential clients in a powerful way.
Remember to focus on creating high-quality content, engaging with your followers, and using the right platforms and tools to achieve your goals. With the right strategy, social media can be a powerful tool for growing your law firm’s business.
6. Measuring the Success of Your Law Firm’s Content Marketing Efforts
Measuring the success of your law firm’s content marketing efforts is critical for optimising your strategy and ensuring that you’re getting the best possible results from your investment.
Here are some key metrics to track when measuring the success of your law firm’s content marketing efforts:
- Website traffic: One of the most important metrics to track is your law firm’s website traffic. By monitoring how many people are visiting your website and which pages they’re spending the most time on, you can get a sense of how effective your content is at attracting and engaging potential clients. Additionally, you can track how website traffic changes over time and correlate those changes with specific content marketing campaigns.
- Conversion rates: Another key metric to track is your law firm’s conversion rates. This could include how many people fill out a contact form or sign up for a newsletter after visiting your website. By tracking conversion rates, you can get a sense of how effective your content is at driving potential clients to take specific actions.
- Social media engagement: Social media platforms offer a powerful way to distribute your law firm’s content and connect with potential clients. By tracking social media engagement metrics, such as likes, shares, and comments, you can get a sense of how well your content is resonating with your target audience. Additionally, you can track changes in social media engagement over time and correlate those changes with specific content marketing campaigns.
- Search engine rankings: Search engine optimisation (SEO) is critical for ensuring that your law firm’s content is discoverable by potential clients. By tracking your law firm’s search engine rankings for relevant keywords, you can get a sense of how effective your content is at driving organic traffic to your website. Additionally, you can track changes in search engine rankings over time and correlate those changes with specific content marketing campaigns.
- Return on investment (ROI): Ultimately, the success of your law firm’s content marketing efforts will be determined by the ROI you achieve. By tracking the costs associated with creating and promoting your content and comparing them to the revenue generated by new clients, you can get a sense of the ROI of your content marketing efforts. Additionally, you can compare the ROI of different content marketing campaigns to identify which ones are most effective at driving new business.
Key Takeaways
- Content marketing can help law firms differentiate themselves and attract more clients.
- Building trust and authority through content marketing involves creating valuable content that addresses the legal needs and interests of your target audience, reflecting your law firm’s personality and brand values, and distributing your content effectively.
- Using video content, such as client testimonials and informative videos, can be an effective way to engage with your target audience and build trust and authority.
- Establishing your law firm as a thought leader in the industry involves building expertise in your area of practice and sharing your knowledge and insights with others through various channels, such as publishing articles, speaking at events, hosting webinars and podcasts, and engaging on social media.
- To create effective content for your law firm, it’s important to understand your audience, tailor your content to their needs and interests, use a variety of formats, such as articles, videos, and social media posts, and focus on quality over quantity.
- It’s also important to track your content marketing efforts, analyse your results, and make adjustments as needed to optimise your strategy.
Feeling Inspired?
Take your law firm to new heights! It’s time to revamp your marketing strategy and set yourself apart in the crowded industry. Let’s make it a reality. Email us and let’s chat about unleashing your full potential!
by Lex | Apr 4, 2023 | Design and Branding, Market Analysis, Social, Strategy
In today’s digital age, social media has become an integral part of marketing and branding for businesses in almost every industry. The beer industry is no exception. Breweries can leverage social media platforms to reach a wider audience, increase brand awareness, and engage with their customers in new and exciting ways.
However, simply having a social media presence isn’t enough.
Breweries must use social media effectively to stand out in a crowded marketplace and build a loyal customer base. This means creating and sharing engaging content, interacting with followers, and utilising the unique features of each platform to create a cohesive brand experience.
Crafting Connections
Craft breweries have become increasingly popular in recent years, and social media can be a powerful tool for these businesses to connect with their customers and increase their reach. By leveraging social media platforms like Instagram, Facebook, Twitter, and TikTok, breweries can showcase their unique beers, taproom experiences, and engage with their audience in new and creative ways.
Building relationships is key to crafting connections and maximising social media for breweries. By using social media to engage with customers, breweries can build a sense of community around their brand and foster loyalty among their followers.
One effective way to build relationships is to respond promptly to customer comments and messages, whether they are positive or negative. This shows that the brewery values customer feedback and is committed to providing excellent service.
Building relationships is key to crafting connections and maximising social media for breweries.
BeaverTown, a UK-based craft beer company, has built a loyal following by using social media to engage with customers. Through regular posts on platforms like Twitter and Instagram, Beavertown has created a sense of community around its brand. They also respond promptly to customer comments and messages, whether they are positive or negative, which shows that the brewery values customer feedback and is committed to providing excellent service. By building these relationships, Beavertown has been able to establish a strong brand identity and create a passionate fanbase that continues to support the company’s growth.
In addition to responding to customer comments, breweries can also create interactive content that encourages engagement. For example, hosting a social media scavenger hunt or a virtual beer tasting can provide an opportunity for customers to interact with the brewery and each other. This not only builds relationships between the brewery and its customers but also among the customers themselves, strengthening the sense of community around the brand.
Choosing the Right Social Media Platforms for Your Brewery
Social media has become a crucial tool for businesses to connect with their target audience, promote their products or services, and build their brand reputation. However, with so many social media platforms available, picking the right one for your business can be overwhelming.
One of the most important factors to consider when choosing a social media platform for your business is your target audience.
Understanding who your target audience is and what their interests are is crucial because different social media platforms have different demographics. For example, younger audiences may prefer Instagram or TikTok, while professionals may be more active on LinkedIn. By understanding your target audience, you can choose a platform that aligns with their preferences and effectively reach them.
It is also important to research your competition and see which social media platforms they are active on. This can give you an idea of where your target audience may be engaging and which platforms may be worth investing in. Additionally, by understanding your competition’s activity on social media, you can identify gaps in the market and find ways to differentiate your brand.
Each social media platform has its strengths, and some are better suited to achieving specific business objectives than others. For example, if you’re looking to drive website traffic, Facebook and Twitter may be a good choice, while Instagram may be better for building brand awareness. By aligning your business goals with the strengths of different social media platforms, you can choose a platform that best meets your objectives.
Further, different social media platforms are better suited for different types of content. For example, Instagram and TikTok are more visual, making them a good choice for businesses with a strong visual brand, while LinkedIn is better suited for professional, text-based content. By considering the type of content you want to create and share, you can choose a platform that aligns with your content strategy.
Consider the resources you have available, such as time, budget, and staff. Some social media platforms require more resources to manage, such as creating video content for YouTube or managing a large community on Facebook. By considering your available resources, you can choose a social media platform that you can effectively manage and get the most out of.
The Importance of Branding in the Competitive Beer Market
The beer market has become increasingly competitive in recent years, with new brands emerging and established ones fighting to maintain their market share.
In such a crowded marketplace, it is more important than ever for breweries to have a strong brand that differentiates them from the competition. Branding plays a crucial role in the success of any business, and this is especially true for breweries operating in the competitive beer market.
Branding is more than just a logo or a slogan; it encompasses everything from the look and feel of the product to the way it is marketed and promoted. A strong brand can help a brewery to stand out from the competition and create a lasting impression on consumers. By developing a unique brand identity, a brewery can establish itself as a leader in the industry and build a loyal customer base.
BrewDog’s branding is a standout example of a brewery that has developed a unique and recognisable identity. From their bold and edgy packaging to their irreverent marketing campaigns, everything about BrewDog exudes a rebellious and daring spirit. Their clever use of humour and pop culture references has helped to create a strong connection with their audience and make their brand more relatable. By positioning themselves as a company that’s not afraid to take risks and challenge conventions, BrewDog has carved out a distinct niche in the crowded craft beer market.
One of the main benefits of branding is that it can help to create a strong emotional connection with consumers. By developing a brand that resonates with the target audience, a brewery can build a sense of trust and loyalty among its customers. This can be particularly valuable in the beer market, where consumers often have strong preferences for certain brands and are willing to pay a premium for products that they perceive as being high-quality.
In addition to creating an emotional connection with consumers, branding can also help breweries to differentiate themselves based on product characteristics such as taste, ingredients, and brewing process. By highlighting these unique selling points, a brewery can attract consumers who are looking for a specific type of beer or who are interested in trying something new and different.
From Hops to Hashtags
In the past, the beer industry relied on traditional marketing methods such as print and television ads, sponsorships, and word-of-mouth to promote their products. However, with the rise of social media and digital marketing, the way that beer companies market their products has undergone a significant shift. Today, many breweries are turning to social media platforms like Facebook, Instagram, and Twitter to connect with consumers and build their brands.
One of the main advantages of social media marketing is that it allows breweries to reach a wider audience than traditional marketing methods. By creating engaging content and using targeted advertising, breweries can connect with consumers all over the world and build a global brand. Social media also allows breweries to engage with their followers in real time, responding to comments and feedback and building a sense of community around their brand.
Guinness is a great example of a brewery that has successfully leveraged social media to build a global brand. With over 20 million Facebook followers and more than 1.5 million Instagram followers, Guinness has created a loyal following of beer enthusiasts all over the world. They use social media to showcase their products, promote events, and engage with their followers through contests and giveaways. By creating visually stunning content, they have also managed to create a strong brand identity that is instantly recognisable. Through their social media efforts, Guinness has managed to connect with consumers from all walks of life and establish itself as a leader in the brewing industry.
Further, social media marketing allows breweries to reach a wider audience than traditional marketing methods. By creating engaging content and using targeted advertising, breweries can connect with consumers all over the world and build a global brand. Social media also allows breweries to engage with their followers in real time, responding to comments and feedback and building a sense of community around their brand.
Alongside this, social media marketing is often more cost effective than traditional marketing methods. Print and television ads can be expensive to produce and air, whereas social media allows breweries to create and share content at a much lower cost. This makes it an attractive option for small breweries or those operating on a tight budget.
However, social media marketing does have its challenges. With so many breweries vying for consumers’ attention on social media, it can be difficult to stand out and build a following. Breweries must create engaging content that resonates with their target audience and use targeted advertising to reach the right people.
Despite these challenges, social media marketing has become an essential tool for breweries looking to build their brands and connect with consumers. By combining traditional brewing techniques with innovative digital marketing strategies, breweries can establish themselves as leaders in the competitive beer market and attract a loyal following of fans and customers. From hops to hashtags, social media has transformed the way that beer companies promote their products and build their brands.
Brewing Buzz
Craft beer has exploded in popularity in recent years, and with it, a new subculture has emerged. Beer enthusiasts and connoisseurs are now flocking to breweries and beer festivals across the country, eager to sample the latest brews and discover new favourites. This has created a brewing buzz that shows no signs of slowing down.
One of the main drivers of this trend is the craft beer movement itself. With hundreds of new breweries popping up every year, there is always something new to try. Brewers are experimenting with new ingredients, flavours, and brewing techniques, pushing the boundaries of what is possible in the world of beer. This has led to a diverse and exciting beer landscape that appeals to a wide range of tastes and preferences.
Social media has also played a significant role in the brewing buzz. Platforms like Instagram and Facebook have made it easier than ever for breweries to connect with their fans and promote their products. Beer enthusiasts can follow their favourite breweries and keep up with the latest news and releases. This has created a sense of community around craft beer, with fans and brewers alike sharing their love for the beverage.
Beer festivals have also contributed to the brewing buzz, providing a space for breweries to showcase their products and for consumers to sample a wide variety of brews in one place. These festivals have become hugely popular, with some attracting tens of thousands of attendees. They offer a unique opportunity for beer enthusiasts to connect with like-minded individuals and discover new breweries and beers.
For example, Leeds Beer Week is an annual celebration of the city’s vibrant beer scene, which features a wide range of events and activities focused on craft beer. The event brings together local breweries, pubs, and beer enthusiasts to celebrate the diverse and innovative beer culture in Leeds. Throughout the week, attendees can participate in tastings, brewery tours, meet-the-brewer sessions, and beer-themed dinners. Leeds Beer Week also provides a platform for new and upcoming breweries to showcase their products and gain exposure in the local beer scene. The event has become a highlight of the year for beer lovers brewing buzz in Leeds and a testament to the city’s thriving craft beer community.
Key Takeaways
- Social media has become an essential tool for breweries to connect with customers and promote their brands. By creating engaging content and building relationships, breweries can foster a sense of community around their brand, leading to customer loyalty.
- Choosing the right social media platform is crucial, and understanding your target audience, your competition, and your business goals can help in this regard.
- The beer market is highly competitive, and branding plays a crucial role in the success of a brewery. A strong brand can differentiate a brewery from the competition, create an emotional connection with consumers, and highlight unique selling points.
- With the rise of social media and digital marketing, breweries are now leveraging these platforms to connect with consumers and promote their products in new and exciting ways.
Thirsty For More?
Ready to take your craft brewery to the next level? Don’t miss out on this opportunity to transform your brewery’s marketing strategy. Email us and let’s chat about how to achieve success!
by Lex | Mar 30, 2023 | Design and Branding, SEO, Social, Strategy
As a law firm, you understand the importance of credibility, trust, and reputation in your industry. These factors are even more critical in the digital age, where potential clients are likely to research your firm online before engaging in your services.
Establishing and maintaining a strong online reputation can help you showcase your expertise, build trust with potential clients, and ultimately grow your business. However, it takes more than just a great website to stand out in the competitive legal landscape.
In this blog, we’ll explore various strategies for building a strong online reputation for your law firm, from leveraging social media and SEO to reputation management and ethical conduct. With these tips, you can position your law firm for success in the digital age and beyond.
Understanding the Importance of Online Reputation for Law Firms
In today’s digital society, a law firm’s online reputation is an essential component of its overall reputation. It can shape the perception of the firm and influence potential clients’ decisions to engage in the firm’s services.
A positive online reputation can also help build trust between the law firm and its clients. By showcasing positive reviews and testimonials, a law firm can demonstrate to potential clients that it has a track record of success and satisfied clients. This can give potential clients the confidence to engage the law firm, knowing that they are working with a trusted and experienced team of legal professionals.
On the other hand, a negative online reputation can be damaging to a law firm’s credibility and ability to attract new clients. Negative reviews or comments can create a perception of poor service or a lack of expertise, which can turn potential clients away from the firm.
Law firms need to take an active role in managing their online reputation. This can involve monitoring social media channels and review sites for comments and reviews, responding to feedback in a timely and professional manner, and proactively seeking out positive reviews and testimonials from satisfied clients.
Leveraging Social Media to Strengthen Your Law Firm’s Reputation
Social media has become a crucial tool for businesses to connect with their clients and potential customers, and law firms are no exception. By leveraging social media, law firms can strengthen their reputation and build a loyal following.
One of the primary benefits of social media for law firms is the ability to establish thought leadership. By creating and sharing high-quality content, such as blog posts or infographics, law firms can position themselves as experts in their field and gain the trust of their followers. This can lead to increased engagement, with followers more likely to share and comment on the firm’s posts, amplifying their message even further.
Social media for law firms is the ability to engage with clients and potential clients in a more personal way. By responding to comments and messages promptly, law firms can demonstrate their commitment to excellent customer service and build strong relationships with their followers. Social media also provides a platform for law firms to share news and updates about the firm, such as new hires, awards or notable case wins, further enhancing their reputation and showcasing their expertise.
Clifford Chance is a law firm that has been using social media to its advantage in recent years. They understand the importance of establishing a strong online presence and have done so by creating engaging and informative content across various social media platforms. On their LinkedIn page, they frequently share updates about their practice areas and recent achievements, while also providing insights into current legal trends and news. They also use Twitter to share their thought leadership content, as well as to engage with their followers and other legal professionals.
Clifford Chance’s Instagram account (with over 16k followers) showcases its corporate social responsibility initiatives and its commitment to diversity and inclusion. By utilising social media in these ways, Clifford Chance has been able to connect with a wider audience, establish their thought leadership, and showcase their values as a firm.
In addition to engaging with clients and sharing thought leadership content, social media can also be used for targeted advertising. Law firms can use social media platforms to run highly targeted ads to specific demographics or industries, ensuring their message reaches the right people. This can be particularly effective for attracting new clients or promoting specific practice areas.
Here are a few ways to leverage social media to strengthen your law firm’s reputation:
- Share valuable content. Law firms can use social media to share informative and educational content that showcases their expertise and thought leadership. This can include blog posts, infographics, videos, and case studies. By providing valuable content, law firms can position themselves as a trusted source of information and build their reputation as an authority in their field.
- Engage with followers. Law firms can use social media to engage with their followers and respond to their questions and comments promptly. This can help to build trust and foster a sense of community around the law firm’s brand. By demonstrating a commitment to excellent customer service, law firms can enhance their reputation and differentiate themselves from their competitors.
- Highlight client successes. Law firms can use social media to highlight their clients’ successes and share testimonials and case studies that showcase their expertise and track record. This can help to build credibility and trust with potential clients and demonstrate the law firm’s ability to achieve successful outcomes.
- Participate in online discussions. Law firms can participate in online discussions and join relevant groups and communities on social media platforms. By sharing their insights and expertise, law firms can build relationships with potential clients and other professionals in their industry. This can help to enhance their reputation and position them as thought leaders in their field.
Leveraging social media can be a powerful tool for law firms to strengthen their reputation. By sharing valuable content, engaging with followers, highlighting client successes, and participating in online discussions, law firms can position themselves as thought leaders and trusted experts in their field. These efforts can help to build credibility, trust, and a sense of community around the law firm’s brand, ultimately leading to increased visibility and new business opportunities.
Collaborating with Clients and Colleagues to Build a Strong Online Reputation
Building a strong online reputation isn’t a solo venture; it takes collaboration with clients and colleagues to truly make an impact.
One way to do this is by encouraging satisfied clients to leave reviews on popular review sites like Yelp or Google Reviews. These reviews can help to build trust and credibility with potential clients, and also provide valuable feedback for the law firm to improve upon.
Another way to collaborate with clients is by showcasing their successes on social media. This can include highlighting their achievements in case studies, sharing testimonials, or even creating video content that showcases the client’s experience working with the law firm.
By collaborating with clients in this way, law firms can build stronger relationships and tangibly demonstrate their expertise.
Pinsent Masons is a prime example of a law firm that has successfully leveraged social media to build its brand and connect with clients. Their social media strategy focuses on providing high-quality, industry-relevant content that showcases their expertise and promotes engagement with their followers. Through regular updates on LinkedIn and Twitter, they share thought leadership articles, insights, and event announcements that keep their followers informed and engaged.
Additionally, Pinsent Masons use social media to showcase their corporate social responsibility initiatives and highlight their commitment to diversity and inclusion. By actively engaging with its audience and creating valuable content, Pinsent Masons have built a strong online reputation that reflects its status as a leading international law firm.
Internally, law firms can collaborate with colleagues to develop a cohesive brand message across all online platforms. This can include developing a social media strategy that highlights the firm’s unique value proposition and expertise or creating a unified brand identity across all online properties. By collaborating with colleagues in this way, law firms can build a strong online presence that truly sets them apart from the competition.
There are many ways to collaborate with clients and colleagues to build a strong online reputation, such as:
- Create a podcast or video series. Collaborate with clients or colleagues to create a podcast or video series where you discuss industry trends, share your expertise, and interview other professionals. This can help to build your reputation as a thought leader in your field and create a sense of community around your brand.
- Host webinars. Collaborate with clients or colleagues to host webinars on topics related to your industry. This can help to showcase your expertise and build trust with potential clients.
- Write guest blog posts. Collaborate with colleagues or clients to write guest blog posts for each other’s websites. This can help to expand your reach and build your reputation as an authority in your field.
- Offer workshops or training sessions. Collaborate with colleagues or clients to offer workshops or training sessions on topics related to your industry. This can help to position your brand as a valuable resource for other professionals.
- Participate in industry events. Collaborate with clients or colleagues to participate in industry events, such as conferences or trade shows. This can help to build your network and enhance your reputation within your industry.
By implementing these tactics, your law firm will be able to establish a strong online presence, showcase your expertise, and build trust with potential clients and colleagues. This can ultimately lead to increased visibility, credibility, and business opportunities for your firm.
Maximising SEO to Improve Your Law Firm’s Online Reputation
Maximising SEO efforts for your law firm can be a daunting task, but it is essential to establish a strong online presence and reputation.
Conducting thorough keyword research is the first step in optimising your website and online content for search engines. This research involves identifying the specific keywords and phrases that your target audience is searching for when looking for legal services. Once you have identified these keywords, you can strategically incorporate them into your website’s content, including page titles, meta descriptions, headers, and body text.
In addition to keyword research, other strategies can help maximise your law firm’s SEO efforts. These include creating high-quality, relevant content that is optimised for search engines. This content should be informative and engaging, providing your potential clients with valuable insights and advice related to your area of practice. By creating content that is both informative and optimised for search engines, you can increase your website’s visibility and attract more potential clients.
To further maximise your SEO efforts, you can also consider utilising local SEO strategies. This involves targeting specific geographic areas and including location-specific keywords and phrases in your website’s content. By doing so, you can improve your law firm’s visibility for local search queries and attract more potential clients from your surrounding area.
There are several ways to maximise SEO to improve a law firm’s online reputation, here are some suggestions:
- Optimise your website. Your law firm’s website should be easy to navigate, mobile-friendly, and optimised for speed. This can help to improve your website’s user experience and increase the likelihood of visitors staying on your site for longer periods. Additionally, your website should have a clear call-to-action that encourages visitors to contact your law firm.
- Build quality backlinks. Backlinks are links from other websites that point to your law firm’s website. Search engines view backlinks as a sign of authority and relevance. To build quality backlinks, you can reach out to other websites and offer to contribute guest posts or provide quotes for articles.
- Monitor and adjust your SEO strategy. SEO is an ongoing process that requires monitoring and adjustment. You should regularly review your website’s analytics to track your traffic and rankings. If you notice that certain keywords or pages are not performing well, you can adjust your strategy accordingly.
By following these tips, a law firm can maximise its SEO and improve its digital presence . Optimising the website for speed, mobile-friendliness, and user experience, building quality backlinks, and monitoring and adjusting the SEO strategy regularly can all contribute to better search engine rankings and increased website traffic. These efforts can help to attract more potential clients and grow the firm’s business.
Encouraging and Leveraging Client Testimonials for Reputation Building
Client testimonials can be a powerful tool for building and strengthening a law firm’s online reputation. By showcasing positive feedback and experiences from past clients, potential clients can gain insight into the level of service and expertise that the law firm provides.
To encourage clients to provide testimonials, law firms can make it a part of their post-service follow-up process. This can involve sending a survey or feedback form to clients after their case has been resolved, asking for their feedback and permission to share it publicly. Law firms can also incentivise clients to provide testimonials by offering discounts or other benefits in exchange for their participation.
Once testimonials have been gathered, law firms can leverage them by incorporating them into their website and other online platforms. Testimonials can be featured on the homepage, included on service pages, or even used in social media posts. By showcasing client feedback in a visible and accessible way, law firms can build trust with potential clients and establish themselves as reputable and reliable legal service providers.
It’s important to ensure that testimonials are genuine and authentic, and not fabricated or exaggerated. Law firms should never pay for or incentivise fake testimonials, as this can harm their reputation and lead to legal consequences. By only using genuine testimonials, law firms can build a solid foundation of trust and credibility with their clients and potential clients.
There are several ways law firms can encourage and leverage client testimonials to build their online reputation:
- Make it easy for clients to leave a review. Provide clear instructions on your website and social media platforms on how clients can leave a review. Make sure to include links to review sites, such as Google My Business, Yelp, and Avvo.
- Follow up with clients. After a successful case or project, follow up with clients and ask them to leave a review. This can be done via email or through a follow-up phone call.
- Showcase positive reviews on your website. Display positive reviews prominently on your website. This can include a dedicated testimonial page, as well as displaying reviews on relevant pages such as your practice area pages.
- Share positive reviews on social media. Share positive reviews on your law firm’s social media accounts, such as Facebook, Twitter, and LinkedIn. This can help to further amplify the positive feedback from clients and demonstrate your firm’s commitment to excellent customer service.
- Use client testimonials in marketing materials. Incorporate client testimonials into your law firm’s marketing materials, such as brochures, flyers, and advertisements. This can help to build credibility and trust with potential clients who may be considering engaging your services.
- Respond to negative reviews. If you receive a negative review, respond to it professionally and courteously. Address the client’s concerns and offer a resolution if possible. This can demonstrate your firm’s commitment to resolving issues and providing excellent customer service.
Implementing this techniques can be a powerful way for law firms to build their reputation online. By making it easy for clients to leave reviews, following up with clients, showcasing positive reviews on their website and social media, using testimonials in marketing materials, and responding to negative reviews professionally, law firms can enhance their credibility, trustworthiness, and customer service reputation. These efforts can lead to increased visibility, improved online reputation and as a result more business opportunities.
How to Build and Maintain a Consistent Brand Image for Your Law Firm Online
Building and maintaining a consistent brand image for your law firm online is crucial for establishing credibility and attracting potential clients. One way to achieve this is by developing a clear brand message that defines your law firm’s values, mission, and unique selling points. Your brand message should be reflected in all your online communications, including your website, social media, and online advertising.
Consistency in visual branding is also important. Your law firm’s logo, colour scheme, and typography should be consistent across all online platforms. This will help to reinforce your brand image and make it more recognisable to potential clients. Your website’s design should also be consistent with your brand image and convey a professional and trustworthy image.
Building and maintaining a consistent brand image is a key factor in content marketing. Your law firm’s blog, social media accounts, and other online content should be consistent in tone, style, and messaging. By providing valuable content that aligns with your law firm’s brand message, you can establish your expertise and build trust with potential clients.
Consistency in online reputation management is also important. Your law firm should have a clear and consistent approach to responding to online reviews, whether they are positive or negative. Responding in a timely and professional manner can demonstrate your commitment to client satisfaction and enhance your law firm’s reputation online.
There are several ways to build and maintain a consistent brand image for your law firm online. Here are some ideas:
- Develop a brand strategy. Develop a clear and consistent brand strategy that reflects your law firm’s values, mission, and personality. Your brand strategy should be the foundation for all your online activities, including your website, social media, and marketing campaigns.
- Use consistent visual elements. Use consistent visual elements such as logos, colours, and fonts across all your online platforms. This helps to create a strong and memorable visual identity for your law firm.
- Develop a consistent tone of voice. Develop a consistent tone of voice that reflects your law firm’s personality and values. This tone of voice should be used consistently across all your online platforms, from your website to your social media posts.
- Provide consistent messaging. Develop consistent messaging that communicates your law firm’s key values, services, and expertise. This messaging should be used across all your online platforms to create a clear and consistent message for potential clients.
Building and maintaining a consistent brand image for your law firm online is crucial to building trust and establishing a strong reputation. This can be achieved through developing a clear and consistent brand strategy that reflects your law firm’s values, mission, and personality. Additionally, using consistent visual elements such as logos, colours, and fonts, developing a consistent tone of voice, and providing consistent messaging can help to create a strong and memorable visual identity for your law firm. By implementing these strategies, law firms can enhance their brand recognition and credibility.
The Importance of Transparency in Building and Maintaining Your Law Firm’s Reputation
Transparency is essential for building and maintaining your law firm’s reputation.
Transparency involves being open and honest about your firm’s practices, policies, and procedures. By being transparent, you can establish trust with potential clients and demonstrate your firm’s commitment to ethical and responsible practices.
One way to promote transparency is by providing detailed information about your firm on your website. This can include information about your team members, areas of practice, pricing, and any relevant certifications or awards. Providing this information upfront can help potential clients feel more informed and confident in their decision to work with your firm.
Another way to promote transparency is by actively seeking and addressing feedback from clients.
Encourage clients to leave reviews or provide feedback through your website or social media channels. If a client raises a concern or complaint, respond promptly and work to address the issue transparently and respectfully. By taking feedback seriously and openly addressing any issues, you can demonstrate your firm’s commitment to providing excellent customer service and building trust with your clients.
Additionally, consider incorporating transparency into your firm’s social media strategy.
Share behind-the-scenes glimpses of your firm’s operations or events to showcase your team’s expertise and build a more personal connection with your audience. By being open and transparent on social media, you can help potential clients get to know your firm better and build a positive reputation in your community.
But how do you achieve transparency? Here are several ways:
- Be upfront about your fees. Many clients are hesitant to work with law firms because they are worried about hidden fees or surprise charges. To build trust with potential clients, be upfront about your fees and what clients can expect to pay for your services. Consider providing a breakdown of your fees on your website or in your initial consultation with clients.
- Share your qualifications and experience. Clients want to know that they are working with experienced and knowledgeable attorneys. Share your qualifications and experience on your website and in your marketing materials. Consider including information about your education, past cases you have worked on, and any professional associations you belong to.
- Be honest about your success rates. While it can be tempting to exaggerate your success rates to attract clients, this can ultimately damage your reputation. Be honest about your success rates and share case studies or testimonials from past clients to showcase your expertise and track record.
- Respond to feedback. If a client has a negative experience with your law firm, it is important to respond to their feedback in a timely and professional manner. Acknowledge their concerns and take steps to address the issue. This can demonstrate your commitment to providing excellent customer service and can help to rebuild trust with the client.
- Use plain language. Legal terminology can be confusing and intimidating for clients who are not familiar with the law. To build trust with potential clients, use plain language in your communications and marketing materials. This can help to make your services more accessible and can demonstrate your commitment to transparency and clear communication.
In today’s competitive legal market, it’s essential for law firms to prioritise building trust with potential clients. By implementing the practices mentioned above, law firms can establish themselves as reliable and trustworthy legal service providers in the eyes of potential clients.
Key Takeaways
- The online reputation of a law firm is crucial in today’s digital society, as it can shape the perception of the firm and influence potential clients’ decisions. A positive online reputation can help build trust with clients, while a negative reputation can be damaging to a law firm’s credibility.
- Law firms should take an active role in managing their online reputation, such as monitoring social media and review sites, responding to feedback, and proactively seeking out positive reviews and testimonials.
- Social media is a useful tool for law firms to establish thought leadership, engage with clients, and advertise their services.
- Collaborating with clients and colleagues can also help to build a strong online presence
- Maximising SEO efforts and showcasing client testimonials can further enhance a law firm’s online reputation.
- Keep branding consistent throughout your social media and website.
Feeling Inspired?
Ready to take your law firm to the next level? Don’t miss out on this opportunity to transform your Law firm . Email us and let’s chat about how to achieve success!
by Lex | Feb 14, 2023 | Market Analysis, Strategy
As a sustainable start-up, it can be challenging to navigate the world of marketing while keeping costs low. However, with the right strategies and a bit of creativity, it is possible to create a marketing plan that is cheap and effective.
In this blog, we will be providing tips, tricks, and best practices for implementing a sustainable marketing plan without breaking the bank.
Social Media
Social media is one of the most cost-effective and powerful tools available for sustainable start-up marketing. Platforms such as Facebook, Tiktok, Instagram, and Twitter can be used to reach a large audience without spending a lot of money.
By creating and sharing valuable, relevant and consistent content on social media platforms, sustainable startups can:
- Attract and engage a target audience
- Build brand awareness and loyalty
- Generate leads
Of course there are many ways to utilise social media without breaking the bank. Maximising the impact of social media marketing efforts on a budget is possible through the use of these strategies…
Joining and Creating Online Communities
Take advantage of your social media by joining or creating online communities that are related to your products or services. This could include groups dedicated to sustainability or eco-friendly products. You can connect with potential customers who are already interested in your products or services, and build relationships with them. Through this, you can also share your sustainability initiatives and educate the group members about your products and services.
Utilise the features and tools provided by social media channels such as Facebook groups, Instagram stories and Twitter polls. Startups can perform market research, receive feedback and create a sense of community which is imperative for building a successful business. For example, create a poll on your Instagram story to ask your followers what they would like to see next from your brand, such as a new feature or product!
One of the key benefits of online communities is the ability to share and educate others about your sustainability initiatives. This can include information about your recycling programs, energy-efficient practices, and sustainable products. By sharing this information, you can differentiate your brand from competitors and establish yourself as a leader in the sustainable space.
Highlighting Your Sustainability Initiatives
Social media is a powerful tool for building an eco-friendly sustainable brand. By sharing content that highlights your startup’s sustainability initiatives, such as recycling programs, energy-efficient practices or your sustainable products.
Highlighting your sustainability initiatives on social media is an effective way to establish your brand as a leader in the eco-friendly and sustainable space. This can help to differentiate your brand from competitors and attract customers who are interested in purchasing from socially responsible companies.
One way to spotlight your sustainability initiatives on social media is by sharing behind-the-scenes content that shows the steps your start-up is taking to be more eco-friendly. For example, you can share photos and videos of your recycling program, energy-efficient practices, or sustainable products. This can help to educate your followers about your initiatives and demonstrate your commitment to sustainability.
You can also leverage social media to share your sustainability initiatives with a wider audience. By tagging relevant organisations, influencers or individuals who are interested in your initiatives, you will be able to expand your reach and impact.
You can also use social media channels such as Instagram, Tiktok and Pinterest to showcase your sustainable products and services in a visually aesthetic way. This can help to attract new customers and increase the visibility of your sustainable products and services.
Attracting and Engaging Your Target Audience
One of the first steps in attracting and engaging your target audience is to understand who they are and what they want. By creating a business account on social media platforms, you have access to useful data analytics such as insights on audience demographics, engagement rates, and reach. You can use this information to optimise your social media strategy and create content that resonates with your target audience.
Creating a buyer persona can also be helpful in understanding your target audience and their needs. A buyer persona is a fictional representation of your ideal customer, and it helps you to understand their demographics, behaviour, motivations, and pain points. By creating a buyer persona, you can create content that is tailored to your target audience and increase the chances of attracting and engaging them.
Take the opportunity to use social media as a tool for customer service and building a loyal customer base. By having an active presence on social media platforms, you can respond to customer inquiries, complaints and feedback in a timely manner. This will help build trust and loyalty with customers. You can also share your positive customer testimonials and reviews, as a start-up, you can demonstrate the value and quality of your products and services.
Utilise Free Tools and Resources
Making use of tools and resources that are available for free is a great way for your sustainable start-ups to market their business on a budget. Whilst many sites ask for a monthly payment, there are some useful and effective free tools out there!
A great free tool is Canva, a graphic design platform that can help you create professional-looking marketing materials like social media posts, infographics and videos. It offers a wide range of templates, images and icons that can help you create eye-catching graphics for your brand.
Another free resource that can be extremely valuable for sustainable start-ups is email marketing. Platforms like Mailchimp and Constant Contact offer free plans that allow you to send emails to a limited number of subscribers and track the success of your campaigns. Email marketing is an effective way to keep in touch with your community and provide them with updates on your business and new products or services.
Try Google My Business, a free listing service offered by Google that allows businesses to manage their online presence across Google, including Search and Maps. By setting up a business listing, you can help potential consumers find you easily, and provide them with important information such as your business hours, location and contacts.
Another free resource that can be valuable for sustainable start-ups is Google Trends. This tool allows you to see how often a specific search term is entered into Google, and also how it’s trending over time. By using Google Trends, you can identify hot topics in your industry and create content that is more likely to be shared and engaged with.
There are many free online courses and webinars available that can help you learn more about sustainable start-up marketing. Platforms like Udemy, and LinkedIn Learning offer a wide range of courses on topics like digital marketing, content marketing, and social media marketing. These resources can help you to develop the skills you need to market your business effectively.
Networking
Building relationships and connecting with others is essential when designing a cost-effective marketing strategy for your sustainable start-up.
Networking plays a crucial role in building a sustainable brand and establishing partnerships. By building relationships with like-minded businesses and organisations, you can collaborate on sustainability initiatives and gain access to resources and expertise that you might not have initially. Connecting with industry experts and thought leaders enables valuable insights into sustainable business practices.
Building Partnerships and Relationships
Networking events provide opportunities for you to connect with potential partners, customers, and investors, and to learn about industry trends and best practices. By building relationships with other businesses, industry experts, and potential customers, you can increase visibility, generate leads, and gain valuable insights into the market. One way to network on a budget is by attending industry events and conferences, such as trade shows, and meetups. Brands Lush and Lazy Oaf show us just how it’s done with their ‘Self Service’ collaboration! The cosmetic company, Lush has taken an extreme approach in not having social media sites. However, the business collaborates with other sustainable businesses to get exposure and to build those important relationships that get their name out there!
Additionally, you can also join online communities and groups, such as LinkedIn groups or Facebook groups that are related to their industry, and participate in discussions and share their expertise. Moreover, you can also join local business associations or chambers of commerce, which can provide access to valuable resources, such as mentorship, training and networking events.
Utilising referral marketing is a great and affordable networking strategy for your sustainable start-up. By encouraging satisfied customers to refer their friends and family, you can increase your reach and acquire new customers at a lower cost than traditional marketing methods. This can be done through referral programs or referral incentives, such as discounts.
Networking with Local Creatives and Events
Try networking with local creatives can be a great cost-effective strategy for your sustainable start-up. By creating relationships with local artists, designers, and photographers, you can access affordable and high-quality creative services that can help to enhance your branding and marketing efforts.
For example, local photographers can provide professional photography services for your website or social media content, this can help in showcasing your products and services in an attractive and engaging way. Local artists and designers can create unique and eye-catching graphics, illustrations, and other visual assets that can help to enhance your brand and marketing materials. A local brand has done just that! Take it easy (a family-run indie film lab based in Leeds) have collaborated with Donzo a brewing company to produce “The ideal beer to go out shooting film with” – a perfect collaboration for both brands to get their name out there!!
Networking can be done through volunteer work or mentorship programs. By joining a local non-profit organisation that aligns with your company’s values, you can not only give back to the community but also network with other individuals and business owners that are passionate about the same cause. For example join the Creative Mentor Network, an organisation working towards a more inclusive creative industry!
Another way to network on a budget is through hosting networking events, such as workshops, meetups, and webinars. By hosting and participating in these types of events, you can share your knowledge and expertise with others, build relationships with potential customers and partners, and gain valuable insights into their market. Hosting webinars or workshops can also be a cost-effective way to build your personal brand and promote your startup while providing value to your target audience.
Community
Building a community is a key component in any successful marketing strategy. By creating a loyal and engaged community of customers, industry experts, and supporters, you can promote your brand, generate leads, and drive long-term business growth in a cheap and affordable manner.
Increasing Brand Awareness and Loyalty
First, building a community can help to increase brand awareness and loyalty. By creating a loyal and engaged community of customers, industry experts, and supporters, you can promote their brand and generate leads more effectively. Customers who feel connected to a brand or community are more likely to be loyal and make repeat purchases.
Another way to increase brand awareness and loyalty is by actively engaging with your community. This can include responding to comments, hosting Q&A sessions, and creating opportunities for members to provide feedback and share their thoughts. By actively engaging with your community, you can build stronger relationships with your customers and create a sense of trust and credibility with them. Sophie, creator of Pretty Little Marketer has created a strong community on social media with 47.3k followers on Instagram and 126.3k followers on Linkedin, she actively engages with her audience and regularly hosts webinars and Q&A sessions. Sophie has perfectly demonstrated how to successfully increase her brand loyalty!
Another way to increase brand awareness and loyalty is by creating a rewards program for your community members. This can include offering discounts, exclusive offers, and other perks to members who are active in your community. By creating a rewards program, you can incentivise your community members to be more engaged and active, which can help to increase brand awareness and loyalty.
Authenticity, Transparency and Honesty
Building a community can also help to create a sense of trust and credibility with customers. By creating a space for customers to share their thoughts and feedback, startups can demonstrate their commitment to transparency and honesty, which can help to build trust and credibility with customers.
By forming an engaged and loyal community, you can generate buzz and word-of-mouth marketing more effectively and at a lower cost than other marketing methods. When consumers feel connected to a particular brand or community they are more likely to recommend that company or product to others. This is demonstrated by the clothing brand Patagonia, with their community Patagonia Action Work where they “connect committed individuals to organisations working on environmental issues in the same community.” Not only have they displayed transparency in how this side of the business works but they have created a community around a shared value of environmental stewardship, leading to increased customer loyalty and advocacy for the brand.
By fostering a sense of belonging and shared values among your customers, you can create a powerful marketing tool that is both cost-effective and efficient. This is because people are more likely to trust and recommend products or services from brands that align with their own values and beliefs.
Creating a space for customers to share their thoughts and feedback is a key element of building trust and credibility with customers. By allowing customers to share their thoughts and feedback, startups can demonstrate their commitment to transparency and honesty, which can help to build trust and credibility with customers. This can be done through various means such as creating a customer feedback form, hosting Q&A sessions, or creating a customer support group on social media.
Forming a strong community around your sustainable startup is about being authentic, transparent and honest. By fostering a sense of community, you create a loyal consumer base and drive long-term growth for your business. It is important to remember that building a community takes time and effort but with the correct approach it can be cost-effective and a powerful way to market your business.
Repurpose Content
Repurposing content is a cost-effective way for sustainable start-ups to market their business and reach a larger audience. By repurposing existing content, you can save time and resources while still creating valuable and engaging content for your community.
One way to do this without breaking the bank is by turning your blog posts into videos or podcasts. This can help reach a different audience who may prefer consuming content in a different format.
If this isn’t for you, take the key points from your blogs and create a series of social media posts or infographics to share on your social media channels.
You can also repurpose your content by turning it into a webinar or a presentation. This can be used to engage with your community in real-time and can also be used as an opportunity to gather feedback or answer questions. Additionally, you can also record the webinar and use it as a resource to share with your community.
Utilise social media by republishing your content on different platforms. For example, you can take a blog post and publish it on LinkedIn, or another platform that reaches a different audience. This can help you to reach a new audience and also increase your visibility on search engines.
Repurposing content is a cost-effective way for sustainable start-ups to market their business and reach a larger audience. By repurposing existing content, you can save time and resources while still creating valuable and engaging content for your community. There are many ways to repurpose content such as creating social media graphics, infographics, email newsletters, presentations, case studies and many more that can help you to reach a wider audience and also establish yourself as an authority in your industry.
SEO
Search Engine Optimisation (SEO) is undoubtedly a cheap and effective way for sustainable start-ups to drive traffic to websites and increase brand awareness. SEO involves optimising your website’s content and structure to make it more visible to search engines like Google.
Keyword Research
One of the key elements of SEO is keyword research. By researching and using keywords that are relevant to your business, you can improve your website’s visibility on search engines. This can help to increase brand awareness and attract potential customers to your website.
Hashtags are a powerful tool and an easy way to start utilising SEO right now. They help increase reach and engagement on your social media
Another important aspect of SEO is optimising meta tags. Meta tags are HTML tags that provide information about a web page to search engines. These tags include meta titles, meta descriptions, and header tags. By optimising these tags, you can make your web pages more easily understood by search engines and improve your website’s visibility in search results.
Long-Term Strategy of SEO
SEO is also about making your website mobile-friendly. This can be done by using a responsive design, which will ensure that your website looks great on all devices. Additionally, search engines prefer mobile-friendly websites, so making your website mobile-friendly can help to improve your website’s visibility in search results.
Another reason why SEO is considered affordable is that it is a long-term strategy. Unlike paid advertising, which requires constant investment, the results of SEO can continue to drive traffic to your website even after the initial optimisation work has been completed. This means that the investment made in SEO can continue to pay dividends for a long time.
In addition to that, SEO is an ever-evolving field, with new techniques and strategies emerging all the time. This means that sustainable start-ups can always find new ways to improve their website’s visibility and reach a larger audience without having to spend a lot of money.
In summary, SEO is a cheap and affordable way for sustainable start-ups to drive traffic to their website and increase brand awareness. Many of the strategies and techniques used in SEO are free or low-cost and the tools and resources needed for SEO are also available for free.
Guerilla Marketing
Guerrilla marketing is a cost-effective and unconventional way for sustainable start-ups to increase brand awareness and reach a larger audience. The main goal of guerrilla marketing is to create a buzz and generate word-of-mouth promotion for a business. Guerrilla marketing campaigns are typically low-cost and rely on creativity and surprise to capture the attention of the target audience.
Experiential Marketing
One form of guerrilla marketing is the use of experiential marketing. This can include creating interactive and immersive experiences that engage the target audience and leave a lasting impression. For example, sustainable start-ups can create pop-up events or installations that showcase their products or services in an interesting and unique way.
Popular forms of guerrilla marketing are the use of street art and graffiti. Sustainable startups can use street art and graffiti to create visually striking and thought-provoking messages that grab the attention of passersby (of course, make sure you have permission for this). This can be a low-cost way to reach a large audience and create a memorable brand message.
PR Stunts
Sustainable start-ups can also use guerilla marketing to create buzz by creating stunts or pranks that catch the attention of the public. This can include creating flash mobs or creating unexpected events that are interesting and newsworthy.
One popular technique of guerrilla marketing is the use of viral marketing. This can include creating shareable content such as videos or images that have the potential to be shared widely on social media. By creating content that is interesting, funny, or thought-provoking, sustainable start-ups can increase their brand awareness and reach a larger audience without incurring significant advertising costs. UNICEF did just that, with their ‘Dirty Water Campaign’ where they used vending machines that dispense “dirty” water, with the goal of drawing attention to the poor quality of water that many people are forced to consume.
Another form of guerrilla marketing is the use of ambient marketing. This type of marketing involves placing ads in unexpected or unusual places. For example, a sustainable start-up could place ads on park benches, bus stops, or elevators, to capture the attention of the target audience in a unique and unexpected way. This can be a low-cost way to reach a large audience and create a memorable brand message.
It is important to keep in mind that guerrilla marketing requires a lot of creativity and planning, as well as a deep understanding of the target customers. Sustainable start-ups should also consider the legal and ethical implications of their marketing campaigns, and make sure that their campaigns do not violate any laws or regulations.
Key Takeaways
- Social media is a cost-effective and powerful tool for sustainable start-up marketing. Platforms such as Facebook, TikTok, Instagram, and Twitter can be used to reach a large audience without spending a lot of money.
- Joining and creating online communities related to your products or services can also help to connect with potential customers, share sustainability initiatives and educate them about your products and services.
- Highlighting your sustainability initiatives on social media can establish your brand as a leader in the eco-friendly and sustainable space and differentiate it from competitors.
- Networking is a cost effective tool and plays a crucial role in building a sustainable brand and establishing partnerships.
- It is important to actively engage with the community, create a rewards program, and be authentic, transparent, and honest.
- Repurposing content can help reach a new audience and increase visibility on search engines and helps keep things on a budget.
- SEO is a cost-effective way for sustainable startups to increase website traffic and brand awareness.
- Guerrilla marketing campaigns are typically low-cost and rely on creativity and surprise to capture the attention of the target audience.
Feeling Inspired?
Take your sustainable start-up to new heights! It’s time to revamp your marketing strategy and set yourself apart in the green movement.
Let’s make it a reality. Email us and let’s chat about unleashing your full potential!
by Lex | Dec 13, 2022 | Social, Strategy
With a market size measured at £1.4b, the craft beer industry is set to increase for years to come.
With the impact of both Brexit and the Coronavirus pandemic looming, independent stores risked being shut down, destroying the hard work of many.
However, creating a cult following enables more revenue and eliminates the fear of closing down.
But how do you create a cult brand for craft beer?
Trust, Loyalty and Community
Craft beer has become increasingly popular in recent years, with many craft beer fans seeking out unique and interesting flavours from small, independent breweries. In this highly competitive market, it is essential for craft beer brands to stand out and create a loyal and dedicated cult following.
One way to do this is by focusing on building trust, loyalty, and a sense of community among your customers.
To create a cult following for your craft beer brand, you must first establish yourself as a trustworthy and reliable source of high-quality brews.
This means consistently delivering on your promises and providing excellent customer service for your consumers. Not only producing consistent and delicious beer but also being reliable in the way you communicate and interact with your customers.
Once you have established trust with your customers, you can start to build a loyal fanbase and create a sense of community by engaging with your audience offline and on your social media platforms. This could involve hosting events, offering exclusive promotions or simply providing a welcoming and inclusive space for craft beer lovers and beer enthusiasts to gather and share their passion. As a result, the consumers become loyal to your business through trusting your brand and feeling a part of a group!
It is also important to engage with customers and address their concerns.
By focusing on trust, loyalty, and community, you can create a cult following for your craft beer brand and set yourself apart in a crowded and competitive market.
Transparency and Authenticity
Being transparent and honest in all communication is crucial to gain trust from your audience. Whether it’s about the ingredients in your beer or the way you conduct business, transparency and authenticity is key!
In a world where consumers are bombarded with choices; transparency and authenticity can help your brand stand out and create a dedicated community of fans.
When it comes to building a cult following, transparency and honesty are even more important. This is because a cult following is typically made up of highly-engaged and loyal customers who have a deep connection with your brand. By being transparent and honest in all of your communication, you can foster a sense of trust and credibility with your cult following and further strengthen their loyalty to your brand.
Being transparent humanises your business.
This has worked extremely well for companies such as Lush and Lucy and Yak who both have a strong cult following. By doing this, you can build a positive reputation and increase consumer trust through customer satisfaction and transparency.
Consistency
Being consistent is a key element of any social media platform. More so when creating a cult following.
Developing a clear and consistent brand message for your brewery is imperative in providing a good sense of trust between the consumers and the business.
A consistent brand means you should have the same look, tone and personality on all of your marketing materials and social media platforms. This is crucial for creating a following because your brand will be easily recognisable.
This is expertly done by Beavertown Brewery. Although their branding is incredibly creative, they are consistent with it and therefore it is intriguing and quickly distinguishable from other brands.
Creating a consistent brand for craft beer companies is important because it produces a united and connected aesthetic, product and service. Implementing this into your content can have a bigger impact on your consumers. This is because it can increase your engagement rate and establish trust and credibility.
Inspire your followers
To create a cult following for your beverage company, you must inspire your followers and provide them with a sense of connection, belonging and excitement. This means not only offering high-quality beer, but also providing your customers with a unique and engaging experience that they can’t get anywhere else.
One way to inspire your followers is by sharing the story behind your brand and your beers. This could involve highlighting the local ingredients you use, the unique brewing process you employ, or the inspiration behind your craft breweries.
By sharing your story and passion for craft beer, you can connect with your customers and create a sense of excitement and curiosity about your brand.
To further connect audiences with your brand, share what you care about!
If this is supporting a charitable cause or supporting local independent stores! Inspire your audience to connect with you. This will help build a strong and loyal fan base.
In addition, you can inspire your followers by providing them with exclusive and limited-edition beers, or by offering special promotions and events. For example, you could host a beer-tasting event where customers can sample rare and experimental brews, or offer a discount on a new release to loyal customers.
These exclusive experiences will not only inspire your followers, but also create a sense of exclusivity and community among your consumers. As a result, they will continue to want to buy your products and follow your craft beer business.
Utilise SEO and Increase your Discoverability
To create a cult following for your craft beer brand, you must be discoverable by potential customers. One way to increase your discoverability is by utilising search engine optimisation (SEO) techniques on your website and social media channels.
To improve your SEO, you should include relevant and popular keywords in your website content, bio and captions. Don’t forget to include hashtags as they make your content more searchable. Doing this will help search engines understand what your brand is about and make it easier for potential customers to find you and widen your audience.
You should use location tags in your posts and engage with other users, whether this is your location or a British beer festival. It will increase your visibility and reach on social media platforms.
Furthermore, it is important to engage with other users and craft beer drinkers!
Social media algorithms are built on a foundation of engagement. The more engaging your posts are, the more likely algorithms will push your content!
Additionally, by regularly producing high-quality content and engaging with your audience on social media, you can build trust and credibility, and foster a sense of community among your followers. SEO can help you to attract new customers and cultivate a loyal and dedicated following for your brand.
By utilising SEO techniques and making it easier for potential customers to find you, you can increase your discoverability and reach a wider audience. This will not only help you to attract new customers but also improve the visibility of your brand and create a cult following.
To Summarise
- Trust is imperative for building a cult following – this can be done by being transparent and honest with your consumers.
- Build a community off and online, people enjoy feeling a part of something bigger! You could even encourage this through members-only exclusives!
- Inspire and excite your consumers so they will always want to come back for more.
- Always be consistent with everything that you do.Be that communication, branding or how often you post content. Consistency is KEY!
- Engage, Engage, Engage! You should both encourage engagement on your posts and also interact and engage with your followers!
- Utilise SEO by making sure there are relevant and popular keywords within your content.
- Include hashtags in your posts to make your content more searchable.
by Sam | Nov 17, 2022 | Strategy
Consider the global environment we live in today. Customers are better informed than ever before. Employee expectations and career choices reach far beyond just their wage. Social consciousness is not only mainstream but due to the impact of social media, it is demanded and continually peer-judged. Skilled workers are in high demand, with companies across nearly every sector struggling to fill roles, driving up wage costs.
Ultimately, growing a company in 2022 relies upon more than just a healthy profit margin. In fact, a recent Linkedin study showed that 63% of workers put Work-life balance at the top of their priorities when looking for a new role. In the UK, 45% consider company culture a top priority. So for SME brands looking to break through the competition and the noise is Cultural Branding the silver bullet branding strategy for success?
What is Cultural Branding?
In the most basic terms, cultural branding is the process of creating a brand that reflects your internal culture and ideals. Externally, this means representing yourself and your company in a way that aligns with your values, beliefs and goals. Authentically.
The authentic part of this is probably the most important aspect of cultural branding. It means acting the way you want others to see you inside the organisation and outside of it. The good thing is that you don’t have to be huge to achieve it. You can be an SME, a non-profit or a consultant and still have cultural strategy at the core of everything you do.
The authentic part of this is probably the most important aspect of cultural branding.
It means acting the way you want others to see you inside the organisation and outside of it. The good thing is that you don’t have to be huge to achieve it.
You can be an SME, a non-profit or a consultant and still have a cultural strategy at the core of everything you do.
What are the benefits of having culture at the heart of your organisation?
Aside from gaining a focus away from being focused solely on the monetary. Putting a cultural strategy at the heart of your brand marketing strategy opens up new opportunities across different generations.
Forbes reported that :
“A recent Harvard business review showed that in general, Boomers (Born between 1946 and 1964) tend to value loyalty and money over career specifics. Gen X (Born between 1965 to 1980) values ownership and autonomy. Millennials (born 1981 to 1996) value innovation, collaboration, freedom, experiences and creativity. Gen Z (Born between 1997 to 2012) values progressive equality, conscious consumerism, activism and pragmaticism.”
So if the current and advancing Gen Z buying consideration, puts their social conscience at the heart of the thought process, then for a company to grow, adapt and thrive having benefits within your organisation or brand that goes far beyond a simple transaction is going to be an important piece of the puzzle. Cultural branding allows you to create a loyal following. A loyal following in 2022, generates an unlimited number more opportunities than the simple word-of-mouth transaction in the Gen Z and Millennial era.
As a result, some of the benefits of putting culture at the heart of your branding are:
- A stronger brand identity that is more memorable and easier to recall. Creating a sense of community.
- More effective marketing campaigns, as you can target specific groups of people based on their cultural characteristics. Rather than just age and gender.
- Improved employee retention rates as employees feel valued for who they are and not just what they do.
- Increased sales as you can better understand your customers and tailor your offerings to match customer needs.
- Greater profits, as you can charge higher prices, without losing customers.
- Stronger relationships with suppliers, partners and customers as you all build trust through shared values.
- A consistent and recognisable image, that isn’t hidden behind a corporate veil.
The importance of taking a stance and understanding the impact.
There are many different representations of what defines “culture”. The impact of your marketing team taking a stance on a topic that aligns with your cultural strategy is that you tend to alienate another group by default.
A Linkedin study on engagement opinions around posts that discussed “flexibility” is an example of this. In the study, the positive and negative engagements of a company mentioning flexibility were analysed and split into generational categories.
As we can see for Gen Z, flexibility is seen as an overwhelmingly positive aspect, but to a Baby boomer, the topic could alienate people.
The same can be seen across economic and social issues shared on Social Media channels.
Ultimately, If you’re going to take a public stance on a divisive topic, such as politics, the environment or social justice issues, then you need to decide if you’re doing that as you, or as your company.
If you’re doing it yourself, then you’ll have to accept that there will be backlash from some of your followers. But if you’re doing it as your company, then you can use that as a way to connect with other companies and organisations that share your views. Culture is something that is constantly evolving.
As new generations enter the workforce, the workplace changes too.
Examples of Successful Cultural Branding Strategy
Without going over the same iconic brands such as Apple, Nike, Under Armour, Coca-Cola and Gym Shark, let’s consider some of the successful brands in a local SME setting, achieving broader reach as a direct result of their focus on creating a cultural movement.
The Leeds-based bakery, with over 80k followers on Instagram, turned a PR nightmare into a cult brand opportunity after a customer sent a complaint to trading standards about the “illegal” US sprinkles they were using on products in the UK store. The company turned the whole thing into a positive, by being open about their passion and refusing to compromise on the quality of the product. The public banded together creating #sprinklegate where the company managed to turn the ordeal into a whole new sideline, working over the next few months to manufacture their own version of the sprinkles they wanted and would pass UK regulations.
Their foul-mouthed, and abusive customer posts on social media, is an example of how powerful and liberating a culture-focused approach can be.
Where most other business-to-consumer companies are slaves to their customer reviews, the Get Baked team earn more customers by berating the ones they don’t like.
What underlines this approach is a high-quality product, a unique approach and a clear understanding of the target market. The owner, Rich Myers, demonstrates a clear passion for his produce, with an envious self-confidence and attitude that resonates with his followers in and out of the store.
The combination is clearly a recipe for success (lazy and hideous pun intended).
Another Leeds success story, Tred is an eco-friendly fintech start-up that has launched a debit card that allows you to keep track of your carbon emissions through the transactions you make, with the option of offsetting any carbon emissions at the end of the month.
The company, having raised £1million through Crowdcube has a strong focus on engaging with its target market on the issues that resonate with the company’s core focus.
With a globally growing concern and a clear recognition for data-led action on climate change, the company is the perfect example of right place, right timing, perfect strategy.
Breaking something so complex, into a tangible and actionable service isn’t easy, we reached out to Tred to comment on their success. Eleanor Metcalf – Brand, Marketing & CX Lead at Tred had this to say about the culture at the organisation
“At Tred we believe team culture is an essential part of our success: we established our team values early on and they’re the first thing new starters are taken through in their onboarding when they join.
As a small team, it’s essential that we all behave in a way that not only produces our best work, but that also aligns with our sustainability-focused mission and produces the best outcome for our customers and, ultimately, for the planet. For example, one of our values is about building ‘a positive movement’.
Part of that is about fostering a positive team culture where we lift each other up and focus on finding solutions, not calling out problems. But it’s also about offering a positive outlook to consumers who might feel weary and defeated by the prospect of climate change – inviting them to join us in a collective effort to make a positive difference.”
Lucy & Yak
Lucy & Yak have built up a loyal and dedicated following based on their focus on an uncompromising environmentally focused clothing range, this creates an emotional connection alongside their approach to branding. With over 500k followers on Instagram and 50k on TikTok, the brand engages with its core customer base far beyond its original warehouse in Barnsley, Yorkshire.
Their focus on initiatives that create “positive changes” has been a strong central theme that continues to help the brand grow and gain loyal brand advocates that will support and promote them in everything they do.
This level of inspirational promotion can only be achieved through authentic branding and a commitment to a strong moral compass, this has led to the brand collaborating with celebrities and further strengthening its position in the market.
The brand has a strong social media presence and actively engages with its fans on multiple platforms, this level of interactivity helps the brand to create a personal connection with its audience and in turn, build trust. This is essential in today’s market where consumers are looking for brands that align themselves with causes that are important to them.
Examples of damaged cultural branding – Brewdog
Brewdog is a Scottish craft brewery that has been in the headlines a few times for all the wrong reasons.
The company’s CEO, James Watt, has been accused of sexual harassment and assault by staff members. The company has also been accused of creating a “culture of fear”, with allegations of over-work, exploitation and bullying.
In addition to these scandals, Brewdog has also faced backlash for stealing marketing ideas from Job Interviews and agency pitches. Been accused of being transphobic, sexist, and upsetting animal activists.
At its core, Brewdog promotes ideals that focus on climate change, and better working conditions and part of the B corp movement. The issue with a brand that is continually overshadowed by the behaviours of its founders, is that it distracts from the Good the company is trying to achieve, which splits opinions and loses followers.
For us, it’s a great example of how important it is to create a cultural brand that aligns with your own ideals.
***UPDATE***
Almost as soon as we wrote about Brew Dog Faux Pas, they score yet another own goal with their fake #MarketingforGood style PR stunts. The public backlash against the company has been overwhelming over their latest stunt. Just check out the headlines.
I mean they really take “Any PR is Good PR” as a mantra…
Five steps to start introducing a cultural branding strategy into your SME.
1. Define it.
What makes you passionate? Why do you work? Why did you start the company, or why do you work for it? Where do you find your joy? How do you want to be remembered? What legacy are you leaving behind?
Asking questions about what defines you and the culture of your organisation is an important first step. At Brand Ambition, we started with the idea of legacy. We decided that what we ultimately wanted our company to do was leave a positive legacy behind. Then we started to explore that out and make decisions about what that meant. We decided that the most important aspects of that meant firstly, supporting our clients to reach their ambitions and secondly, mentoring our employees into the best versions of themselves, regardless of how long they work with us.
Download our Cultural Branding Strategy Board
To help you put together your own defined Cultural Branding strategy, we’re giving away our Cultural Branding Strategy Board. Simply click on the image to download the PDF, or get in touch and we’ll email it to you.
The work on our Cultural Branding Strategy gave us focus, to create services such as Spark*, the SEO-first content and social media delivery service, that supports “digital skills for good” development in apprentices and graduates by ensuring their first interactions with client-facing marketing happen on campaigns that focus on leaving the world behind a better place.
2. Hire candidates based on culture first.
Skills in a lot of industries can be taught. But in a lot of industries, such as manufacturing and engineering trained skills are in short supply. So how do you overcome finding the right person, vs finding anyone that can just do the job?
The ongoing skills shortage makes it even more important to hire the right people. One of the business owners, Alex Beardsley of ABL Business I’ve had the pleasure of networking with always talked about how they were looking during the interview process to see if they were “ABL”. They turned their company name “ABL” into a verb, to describe the people they wanted. The people that fit in with their corporate culture. The rules set around this were purposefully created to be inclusive but focused on finding the right people that shared their ideals commercially.
Our clients are entrepreneurs, marketing managers of SMEs, busy business owners and booming start-ups. We know that our clients need a marketing company that can just get stuff done, and that stuff might be anything in full digital marketing spectrum; Branding, Design, Advertising, Email, Website Development, SEO, PR, Social Media, Content Writing, Video Editing etc. So we hire multi-skilled and talented marketing professionals that have a proven commercial track record. Our PR and Content manager Megan, owned and was a successful doughnut slinger and cult coffee shop owner before coming to work with us. Our first apprentice Amara came to us with a desire to learn marketing after obtaining a 1st Class honours degree in Law.
3. Reinforce your culture from the inside out.
Staff benefits. Staff away days. Staff nights out. Is your culture built around casual benefits, or tied to your core values? I was lucky enough to attend sessions with Culco. a culture-first peer networking group in Leeds. The focus of the discussions were sharing how culture could be made an everyday part of the companies sat round the table. The key was to start by defining what the culture was, then building it into the everyday.
Look at how the tone of voice is carried across internal and external communications. Are your brand values visible throughout the workspace? Do corporate events and team engagement encourage those core values? Do the staff benefit?
During the process of our own cultural brand strategy, we defined nine core values:
- Family First.
- Efficient Through Innovation.
- People Before Profit.
- Local Experts, Wordly Experience.
- Planet Saving Digital Disruption.
- Brutally Honest, Consistently Constructive.
- Excite, Surprise, Delight.
- Ignite the Fuse.
- Explode Expectations.
Each one of these sits at the core of our actions. In the spirit of being brutally honest, this is of course marketing b**s**t. But, these core values also help guide our decisions on policies. We believe in putting Family first, so we developed a flexible working policy that works around people’s families. We look at ways that we can grow the business profitably but focused on the people we employee first. We work under an agile methodology, that continually looks at improving the way we do things. We talk openly to clients and internally about the quality of our work, and then we find constructive ways to improve it. We always find ways to go beyond our client’s expectations.
4. Celebrate it.
We all know that Linkedin is a cesspool of self-gratifying and celebratory posts. But, in this climate of noise, driven by social media, self-promotion is an important aspect of cultural branding.
The point of creating a cultural brand is to ultimately generate a loyal and growing customer base, that does your marketing for you. To do this, you need to build loyal followers by using considered communication that is led culture first.
So once defined, you can explore the meaning behind your values. You can get closer to your target market through shared experiences of the things you care about. Whether, that is the love of a local football team, a shared hatred of certain food groups or the celebration of businesses and people like you. Celebrating your culture across social media, your website, advertising, PR and wherever else your target market consumes their news, drives engagement and purpose.
Engagement creates a considered and structured loyal following. A loyal following creates self-appointed brand ambassadors. Brand Ambassadors spread your core messages far and wide, creating more engagement and followers.
5. Involve others, and continually refine it. Consistently.
Culture is a constant evolution, like a lot of things in business, it can’t be implemented and forgotten about.
To truly generate a culture-first attitude, you need to let it evolve with those that experience it every day. Your employees and customers need should have a voice, allowing the brand to continually evolve with respect to the views originally set out.
This might look like a monthly meeting to discuss existing and new ways to reinforce the cultural strategy. It might be regular staff surveys, that allow for anonymous feedback. It could be empowering employees to engage with one another on their hobbies and interests, a staff day focused around helping the environment or supporting a charity that aligns with your brand.
If you’re not sure where to get started with Culture, I attended Culco workshops in Yorkshire, that provided a clear insight into how other businesses approach to culture, how they engage with their staff and customers on their values and how we can work together as business leaders to implement a Culture first approach.
Here is our endorsement of the course…
Don’t forget to download your Free Cultural Branding Strategy Board.
In case you missed it,
Download your Free Cultural Branding Strategy Board by clicking on the image. This will download a PDF, simply follow the points and get to work creating your very own Cultural Branding Strategy.
