Communications Managed, providing your business with quality content

Communications Managed, providing your business with quality content

When it comes to content marketing, some of the biggest hurdles for B2C businesses are measuring campaign effectiveness (51%), producing engaging material (50%) and providing consistency (44%).
Our Communications Managed service takes that pressure away, ensuring that – without fail – your customers will receive industry and brand-relevant marketing messages that’ll get them that much closer to conversion.
Speaking to our Communications Managed Executives – Iwan and Chris – we discuss what it takes to create and send communications on behalf of our customers, and how they ensure that each agent or broker we work with receives high-quality marketing that appeals directly to their target audience.
What does your day-to-day job entail?
Iwan: Our average day consists of catching up on any requests that have come in from customers, such as: building newsletters, creating campaigns, writing articles, or scheduling social media posts.
We also do lots of market research to stay up-to-date with the latest news and trends, and to find out what’s going on in each sector. Following this, we tend to do a lot of brainstorming sessions to come up with new campaign ideas that will be well-received by our customers, and – in turn – their customers.
Chris: We focus on finding relevant article links about developments in a number of industries, such as property, for social media posts. As well as taking the time to contact our Communications Managed customers to ensure they are happy with the content being created and sent for them.
What is your favourite part of working at BYM?
Iwan: I love how easy it is to try out new ideas and get feedback on them. The company really welcomes ideas and suggestions, and works with you to carry them out and get things off the ground. Everyone is really supportive.
Also, Chris and I just get on so well. We’re a really close-knit team, so we are able to bounce ideas off each other and give honest feedback – which is really appreciated.
Chris: I really enjoy the diversity of the job. We get to do lots of different things, giving us the chance to be creative in building new campaigns and social media posts, so that’s been extremely enjoyable!
The general workplace is great as well, with a supportive yet relaxed atmosphere that makes me look forward to getting into the office. Like Iwan mentioned, we are all really close, it’s like an extended family.
 
What is the most interesting campaign a customer has asked you to work on?
Iwan: Last year, I worked on a Halloween-themed piece for one of our clients, so that was definitely different. Also, I recently ran a campaign for one of my customers for a competition to win Six Nations rugby tickets, so it isn’t always industry-specific.
These types of out-of-the-box campaigns are always the most interesting to work on. I love creating campaigns that are different to the norm – like with seasonal content – as it’s a nice change and a welcome challenge.
They also produce the highest return on investment (ROI) for our customers, so it’s really rewarding to see when one of those has done really well.
We recently created a Brexit message for one of our agents that helped them to generate 43 leads from a single email, and another that brought in 261. That’s brilliant in terms of marketing return, and even led to ValPal questioning them about what had happened.
Chris: One of my estate agent customers wanted to tap into Black Friday and Cyber Monday, which was an interesting use of the current shopping trends.
Instagram insurance branding has been an enjoyable endeavour recently, with The Bateman Groupparticularly happy with the progress we’re making in this area for their brand.
What has been the most popular topic asked for by customers?
Iwan: By far, the most popular campaigns we get asked to do for property are valuation-winning campaigns – i.e. price increases in X area.
These campaigns always result in leads being generated for our customers, and given that valuations kick-off the customer journey, it’s important that we get it right and create something that will appeal to the target audience.
Chris: We find that it works well if the campaign links back to the specific location, such as: ‘do you know prices in Derby have risen?’, with links to the agent’s Digi-Val tool, encouraging recipients to request a free online valuation.
 
How do you ensure that your customers receive content that’s relevant to their brand?
Chris: When we build the campaigns, we always take into account the customer’s own brand – often having their website open at the same time to ensure that the content we put together is consistent and relevant.
By personalising the content for each customer, adding their logos and ensuring that their imagery fits in with their brand, each client receives highly-personalised content.
In terms of newsletters, we write a large selection of new articles each and every month, with a number of topics to pick from.
One of the nicest parts of the job is tailoring the campaigns and newsletters to the customer’s requirements, so we’re constantly thriving to produce the most tailored content possible.
 
What do you enjoy doing most for your customers out of emails, newsletters and social media?
Iwan: I’d say coming up with campaigns is one of the most enjoyable aspects of the job, as I get to be more creative.
Often, clients use Communications Managed if they struggle to find the time for marketing, so it becomes our job to then create something that both they and their customers will appreciate, with the freedom to try out new things on their behalf.
Once you’ve created a few campaigns for a client, you start figuring out what they like and what they want, and how they like to portray their brand.
Each customer is different, so it’s important to get to know each individual – once you understand them, you can become more innovative.
Chris: I honestly enjoy all parts of job as it’s so varied, but the social media has been a pleasure to work on.
Trying to come up with snappy content with eye-catching images is a real challenge and really satisfying when the customer is pleased with the end result, and we can see their follows and likes increasing.
 
Find out more…
Today’s consumers expect brands to produce engaging content, so our Communications Managed will save you time whilst generating you more business.
Marketing life hacks you need to know

Marketing life hacks you need to know

Making mistakes can happen just as easily in the office as at home, but with consumer confidence at a “five year low”, how can you ensure that – no matter what happens – your customers place their trust in your brand?
From not understanding your target audience to getting it wrong with your message layout, there are some very easy pitfalls that businesses can fall into. Before that happens, however, we’ve put together some of the most common marketing mistakes, along with our recommended life hacks to avoid them…
 
Who can I contact and how?
The greatest hurdle that many will face is choosing who will receive their brand message, which – as of May 2018 – encompasses not only who that customer is in terms of demographics, but how that person’s data has been collected, stored and used.
It’s important post-GDPR implementation to keep clear records of this information, as it will give you some much-needed peace of mind when it comes to sending your campaigns, and help you to keep your database up-to-date and compliant.
Next, it’s all about personalisation.
One of the quickest ways to make your way from a customer’s inbox to their spam folder is to send irrelevant communications. So, instead of going for a mass marketing approach and hoping that it sticks, segment your contacts by buyer behaviour or customer type.
For property, this might mean looking at what your contacts have interacted with in the past, such as: guides for first-time buyers, information on letting, or your online valuation tool.
Whereas for insurance and leisure, you could look at what policies or fitness classes they have already taken out with you, and send targeted messages that cross and upsell your additional policies and services.
After a message has gone and you have your open and click-through reports, a common mistake is failing to then use that data, as these interactions should feed into your team’s follow-up calls for the week ahead to increase conversions.
 
Straying too far from your brand
Having a brand narrative is incredibly important for the majority (79%) of consumers, with the most popular brand stories incorporating: “regular people” (liked by two-thirds), brand customers (38%), employees (19%) and CEO or founder (10%).
So, what are your brand’s core values and how are these communicated to your customers?
Once your brand message is out there, it is – to a certain extent – open to interpretation.
To avoid confusion, you therefore need to consider what tone you use and how much you adhere or stray from it.
 
Putting yourself before your customers
When we’re talking about the benefits of a particular product or service, it’s easy to lose track of our customers and become too “inwardly focused”.
Using jargon or becoming fixated on the finer details are quite common with this marketing pitfall, affecting business owners in every sector.
One study found that in finance and banking, 58% of the content “does not work” for the average consumer, with readability hindered by the structure and presentation of the text as well as the actual language used.
It’s considered best practice to check that your content is proofread and can be understood by someone with little to no experience in your industry.
Another tip to avoid coming across as overly ‘salesy’ and inwardly focused is to remember the Pareto Principle, which claims that the content ratio for customer engagement to promotional pieces should be 80:20.
 
How do I stand out from the noise?
It’s estimated that the average consumer is exposed to 10,000 brand messages a day, for which they’ll switch screens up to 21 times an hour.
What this tells us is that there’s an increasing amount of noise out there, yet – despite that level of competition for their attention – getting your brand in front of your customers is easily achieved if you maintain consistency.
Firing out a random campaign here and there will not gain you results.
It can feel demotivating when you don’t generate the results you’d expected from a campaign, but it’s a marathon, not a sprint.
Consumer Behaviour Expert, Jaime Veiga Mateos, suggests that the way to combat the attention span challenge is through “repeated messages”, as these “generate a strong footprint which is easier for consumers to access in the future”.
By providing a customer journey that nurtures your leads and your past customers, landing in their inbox at regular intervals, yours will be the first brand they think of when they’re next looking to buy a product or service.
 
Forgetting to include relevant call-to-actions
Depending on the nature of your communication, you’ll want a different response from your contacts, which might include a call-to-action for: ‘contact us’, ‘book your X appointment’ or ‘provide your feedback’ – to name a few.
These need to be prominently placed within your email to increase customer engagement, and should ideally sit above and below the fold, i.e. the top half of your message.
Tempting as it is, don’t just throw these in all over the place, because you will pull focus from the message’s main point.
 
Overcomplicating it for yourself and your readers…
You have 1,001 things to communicate to your customers and not enough time or space to squeeze it all in, so why try?
The purpose of your email campaign is to be received and read, which means that the presentation needs to improve readability.
If it comes across as cluttered or disorganised, your readers will form the perception that it requires a lot of time, attention and effort.
Whether you’re confident with marketing or just starting out, go for a minimalistic approach and build on that once you start seeing some engagement.
To hear what our Digital Design team have to say on what makes an effective email, read our blog.
 
Not investing in the right tools
Time and limited resources are barriers to marketing for a lot of business owners.
There are around 2,000,000 SMEs within the UK that still don’t have a website, even though 54% are aware that it will impact their growth opportunities in the next 3-5 years.
Technology has revolutionised the customer experience, meaning that consumers are only going to become more reliant on it in the future, not less.
How your business responds to that consumer demand will have a lot of bearing in 2019.
At BriefYourMarket.com, we’ve seen how much video marketing has taken off over the last few years, with the average Brit spending an hour and a half using this medium each day.
Our Professional Video Production Service and multi-channel marketing platform offer a solution to busy professionals, providing the content and the tools to get your message to the right person at the right time.
 
For more information…
Book your online consultation on 0344 800 84 24 to find out how our proposition has helped 100s of agents, insurance brokers, leisure operators and hospitality businesses.