Social media marketing can bring a lot of benefits to your business by driving quality leads and generating more sales. The key is to know how to strategically create, carry out, and measure the overall use of social media, and with careful planning, your business has a better chance of reaching and exceeding their targets.

Check out 5 top tips that you can apply when planning and creating content.

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Many marketers talk about the ‘customer experience’ and how brands understand their clients and provide them with a service or product that is well-targeted to them. For a topic that is so frequently discussed, it’s easy for its real meaning to get lost in the noise.  So, can you define what the customer experience actually is?


According to Marketing Week, “Customer experience is observed experience minus the expectation of the customer”. For brands with various touchpoints, each point must add up together to provide the total sum of a customer’s experience, and not be seen as separate actions – it should be a holistic effort.

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It’s no surprise that the British high street is declining. To name a few, we’ve already waved goodbye to Woolworths, BHS and Toys R Us over the last decade, so what can the future hold for retail opportunities?

 

Recently, more and more businesses are taking to social media to sell their products within the medium of their content. With Facebook, Snapchat, Pinterest and Instagram now allowing consumers to buy directly through their apps, it would appear that ‘making a sale’ has never been easier. So, why does no one seem to be buying through these apps, then?

 

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When the list of tasks to undertake in marketing your business is so long, the idea of taking the easy route (with little to no marketing effort) is very appealing. Before you decide to take that route, it’s important to understand why building a marketing plan can make the process much easier, more effective and brings a better return on your investment.
 

What might seem simple to some, is confusing to others, therefore, your marketing plan should look to answer three core questions: who your target customer is, how you intend to reach them, and how you intend to retain your customers and maintain their loyalty.

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If you use social media for business frequently, you’ll have heard these three words at some stage; social media strategy.


So, what does ‘social media strategy’ really mean, and do you really have to have one? In its most basic form, this type of strategy outlines how your business will employ social media to achieve its goals (generate more leads, create more brand awareness, increase or diversify your demographic) and identifies the platforms and tools it will use communicate on.

A useable strategy can be an editable document, that can be amended as your business goals evolve or are achieved. Strategies can also be developed on a ‘campaign basis’ that focus on outlining the campaign goals and measurable objectives, and the target outcomes you want to achieve.

 

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It’s obvious to say that email marketing has evolved so much over the decades and is continuing to evolve today. Using email to connect with customers has been a key strategy within businesses for such a long time, it’s hard to see how it can improve – especially with new GDPR limitations. So, what can the future hold for email marketing, and will it still be relevant?


Businesses employ marketing tactics like segmentation, personalisation, and use value-added content, however getting engagement can be a struggle. Those who sign-up to emails are already inundated with marketing emails that they need a reason to engage with a particular brand via email, long term. Therefore, brands need to stand out from the crowd to ensure they're getting the response from their prospects they want.

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And more importantly, do you know how to go about answering that question?

 

Marketing is one of those things that most business owners know they need to do, and they might even know what good marketing looks like, but a lot aren’t really sure how it’s all measured. And so they keep doing what they’re doing, with no real idea of if it’s working or not, and if it’s generating them a profit, or if it’s actually making them a loss.  

 

As a result, many businesses still don’t understand how to really maximise the value of their marketing, or even how to use it effectively at all. And if they do, only a small percentage are actively testing and measuring their success, then using that knowledge to improve their strategies. We think this a crying shame. So we’re going to share a few ways you can measure your marketing efforts, and work out just how effective your strategy is.


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It’s an unfortunate truth, but it’s simply not good enough to only be using social media organically anymore. In years gone by, the first step to getting your brand online was to use social media and connect with your customers, however just “being online” won’t make much of an impact in today’s cyber-world.

Social media platforms have cottoned-on to the fact that millions (yes, millions) of brands are using their platforms to get business, and they’re not getting anything from it. So, to tackle this they now give brands the option to boost their reach, engagement, and conversions through paid advertising. With platforms changing their algorithms frequently, to favour personal profiles over business pages, the requirement for advertising has never been higher.

 

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The Great British Bake Off is back and the nation is once again drawn into the promise of brilliant baking masterpieces, and the risk of a few soggy bottoms!

 

We’ve taken a leaf out of GBBO’s (recipe)book and identified ways you can make sure your content rises high above your competitors and never falls flat. Take a look at our recipe for building creative content, your audience will engage with:

 

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Knowing which social media platforms to promote your business with can be a tricky choice. You’ve probably had your mind muddled by many myths and opinions, and heard the phrases ‘Instagram won’t generate anything’ along with ‘does anyone even use Twitter anymore?’. So how do you know where to invest your time and energy to promote your business, knowing that it won’t be wasted? 

Although it requires you doing a bit of homework and taking a step back to look at your target audience, you’ll find the long-term benefits to be huge and your ROI potential to be at it’s absolute maximum.

 

 

 

 

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Hopefully by now you’ve had time to get used to the changes that Facebook brought in at the beginning of the year. If you’re not sure what we mean, we wrote a blog on it, which you can read here. Or if you’re a bit short on time - here’s the cliff notes. In January, Facebook changed its algorithm to change the kinds of content its users see, shifting the focus away from business updates and onto friends and family. Great for users, not so great for business! 

One of the suggestions we made was to find the advocates for your brand (in other words, your fans) and ask them to help spread the word about your business. Today, we’re going to give you a few tips on how exactly to turn your raving fans into brand champions for your business.

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“What is my ideal outcome?”. This should be one of the first questions businesses ask themselves when looking to use or promote on social media.

 

It would be foolish to assume that a brand’s primary goal for using social media is to just ‘get more business’. There are many beneficial reasons for being online and interacting with your customers, but simply aiming to get more work, clients, or money just isn’t a good enough one.

 

When building a social media strategy, it’s important to consider the type of people you’re trying to target, and where they might be with regards to the marketing funnel.

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Content block. It happens all the time - a quiet week with no big events and not much happening aside from the mere usual. Everything’s feeling a little lacklustre and your social media content ideas are about as uninspiring as your office carpet.

 

So what can you do to pick things up and get your feeds flowing again?

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Social media is one of the fastest growing forms of marketing there is. It’s soared above direct mail, advertising and even email newsletters. But many businesses still don’t understand how to really maximise the value of their social media, or even how to use it at all. 


And if they do, only a small percentage are actively testing and measuring their success, then using that knowledge to improve their strategies. So today, we have 3 ways you can test and measure the performance of your social media, as easy as 1,2,3!

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We all know the saying ‘a picture is worth a thousand words’, so what value does that give a moving one? Video is here to stay, and if you’re not hopping on the bandwagon, you could be missing out on a key influential selling strategy for your business.

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From makeup hauls to hair tutorials - and the fact that halo brows are now a thing - social media is full to the brim with all things ‘beautiful’ and the trends of right now.

Trends change - and they change quickly, so to be a successful salon owner you need to keep head and shoulders above the rest. With the average person spending almost 2 hours per day scrolling through social media streams, we know the competition is sharper than a fresh set of pointed acrylic nails.

So here’s why it’s important to keep your social media well groomed:

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We all know how to market to Millennial audience, right? Well, maybe not everyone knows…but its time to include that generation’s successor; Generation Z.

Before you can consider blindly marketing to the younger generation, in the hopes that you’ll see results, its important to understand the key differences between these two groups.

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There’s no doubt about it, there’s nothing that brings people together quite like sport. With the World Cup now in full swing and the entire nation’s eyes on the pitch, you’re probably thinking that this is the perfect opportunity for a football-focused marketing campaign to help promote your brand – and you’d be right.

 

Just like the real thing however, kicking the ball around without a strategy isn’t going to score you any goals. It’s a tough game out there and you’ll need to play keepie-uppie with the market! So what are the key tricks we can learn from the games that’ll help your marketing, and how can you make sure football enhances your business marketing, but doesn’t become the attention focus?

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Now in its fourth series, its safe to say that Love Island is a national phenomenon. ITV2 recently announced that it is it’s most watched show ever – so clearly, the reality show is 100% Britain’s type on paper.  

For those who don’t know, Love Island first graced our screens back in 2005. However, it wasn’t filled with members of the public – the islanders were celebrities. Unfortunately, the show’s ratings didn’t go far and was axed after two seasons. 

So why, when research has shown that younger generations no longer watch TV, is Love Island increasing in popularity?

We investigate why social media might be the reason…

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Exciting times are ahead for Pickle Marketing, as we’re really happy to announce the addition of three new Picklettes to the team!

Each shiny new member brings a whole host of experience across the marketing spectrum, meaning Pickle Marketing can now offer businesses even more services than before.

Meet the Picklettes…


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Yes.

 

That’s it. Really.

 

Ok, you probably want a little more information than that. So if you want a longer answer, you should probably read the rest of the post.

You see, the impact of social media on SEO has been a bit of a hot topic for a while now. After all, unlike on page changes, you can’t always see direct results from social media right away, which makes it tricky to measure. This usually leads to a resounding shrug when asked if increased social media activity has affected SEO at all. However, if we do some digging into the data behind social media and SEO, and have a look at the evidence from Google, we get a very conclusive answer.

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When we say ‘lead generation’, many people still jump right to the image of a salesperson making cold calls all day. And while that might be the way some businesses go about generating new leads, it certainly isn’t for everyone. Lead generation has changed enormously over the last few years, thanks to a whole host of emerging new technologies and the change in customer behaviour, which seems to evolve at breakneck speeds. This has made some of the older lead gen strategies irrelevant, or too time-consuming to make a success from. So instead, what can your business be doing to generate leads in the digital world?

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We’ve talked a little bit before about how a content plan can really boost your social media performance. If you haven’t read that one yet – we recommend you do. It’s right here. Go ahead, pop over and read – we’ll be here when you get back!

Hello again. So, we were thinking. While in that post we talked about the content sitting behind the scenes, we didn’t really go into how you get to that stage – knowing what you need, and what to do with it. For that, you need a wider social media strategy. But despite the fact that brands with a planned social media strategy are much more successful than those who don’t, there are still millions of businesses who don’t plan out their social activities in advance. That’s why we’re bringing you three good reasons you should be planning your social media this year.

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** Exciting News - We're Hiring **

Pickle Marketing has been providing digital marketing services for over nine years. Our clients have varied needs and use us for training, mentoring and support, and a complete social media marketing service.  If you’ve got experience of digital marketing, especially social media, and would like to progress your career in a great environment, then this is for you! 

Social Media Marketer 

Salary: £20,000 to £28,000 (dependent upon experience)


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Unless you’ve been living under a rock, you’ve probably heard about Charlie Brooker’s haunting show ‘Black Mirror’, even if you haven’t seen it yourself. A haunting series, each episode puts an aspect of human nature and technology under a microscope. It looks at technology as if it was a drug, and examines the side effects it would have on our society, as how we interact with each other. The series has been highly commended for it’s realistic scrutiny and introspective views on the human condition. And one of the big topics Brooker examines is social media, and its effect on how we behave. So if you’re in marketing, or even just run a social media account, you’re going to want to pay attention.

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Earlier this week, Mark Zuckerberg announced a change in the type of content you will be seeing in your news feed. Effective immediately. The change will significantly reduce the amount of business updates displayed, in favour of posts, videos and photos that are shared or commented on by your friends. The change comes in response to users, who feel the platform had become crowded with publisher and branded posts and shifted away from its intended purpose as a destination to connect with family and friends. But regardless of this, there is no denying that Facebook is a powerful marketing tool for businesses – and it still can be. All it means is a change in approach.

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LinkedIn is a fantastic tool for professionals across the board – there’s’ no doubt about that. Whether you’re looking to find your next dream job or generate targeted leads for your business without touching a telephone, LinkedIn can help you do it. But it’s not the easiest thing to get right, particularly with so much at stake. So you need to know how to use it properly. 

Your LinkedIn game might be pretty good – but to become a LinkedIn master, you need to step it up a bit. And because we’re curious, we scoured the web for the top 1% of LinkedIn users, and found their suggestions for making LinkedIn successful for you. Then we collated everything together and produced 3 easy tips to help you make the most of LinkedIn and become a master networker online. (If you want to know the rest, you’ll have to come ask us).

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Jingle bells, jingle bells, jingle all the way! Oh, what fun it is to build a business successful-eee – hey!

Ok, enough of that.

In all seriousness though, Christmas is fast approaching, and for many business owners that means looking back on 2017 to see what went well, and what maybe didn’t work out how they’d like. Networking is often one of those things that gets put into the latter group – but it doesn’t have to be. Thousands of successful businesses have been built up based almost exclusively on networking, and millions of business owners rely on the networks they create to help them grow year on year. Us included. And since our own lovely Lisa is not only the president of the most successful networking group in Reading, but was also a Venus awards finalist for the category ‘Networker of the Year’, we wanted to share some of her ‘top tips’ to make networking really work for you in the new year.

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As a business owner, your to-do list can feel never ending at times (usually because it is). So when you add social media to that list, it can feel a little overwhelming, especially if it’s not in your comfort zone. But the good news is that you don’t have to spend hours publishing to a dozen different social media accounts in order to be successful. In fact, some businesses have been successfully built on a single platform. It’s all about where you are, and not about how many. So how do you figure out what social media platforms your business should be using?

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Our society has never been more connected, and it’s mostly down to social media. Social media has a huge amount of power and influence over our daily lives, from who we talk to, to what we buy. For businesses, it’s become an invaluable tool, one that enables them to have intimate, one on one conversations with customers and prospects previously miles out of reach. But all of that means nothing if the business doesn’t understand what good it’s doing. Like everything you do in business, social media works best when you plan your strategy, track its progress and measure the results. But what are you supposed to be looking for when you track and measure your social media campaigns?

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