Air Social Marketing Agency http://airsocial.co.uk Social media, creative marketing, events and PR Mon, 19 Feb 2018 12:41:45 +0000 en-US hourly 1 https://wordpress.org/?v=4.9.4 6 Simple Steps to Finding The Perfect Instagram Influencer http://airsocial.co.uk/find-instagram-influencers/ http://airsocial.co.uk/find-instagram-influencers/#respond Mon, 19 Feb 2018 12:41:45 +0000 http://airsocial.co.uk/?p=5615 Know the power of Instagram influencers, but don’t know how to get started? Fear not! This quick guide will show you how to find Instagram influencers step-by-step. Finding an Instagram influencer to promote your brand or product is an excellent way to utilise word-of-mouth marketing in the modern day. Unfortunately, knowing how to find Instagram […]

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Know the power of Instagram influencers, but don’t know how to get started?

Fear not! This quick guide will show you how to find Instagram influencers step-by-step.

Finding an Instagram influencer to promote your brand or product is an excellent way to utilise word-of-mouth marketing in the modern day.

Unfortunately, knowing how to find Instagram influencers can be a challenging process.

But don’t worry! With this guide you’ll be a pro in no time at all!

First of all,

What is an influencer and why should they be part of your marketing strategy?

So, what exactly is a social media influencer?

An influencer is someone who has a significant group of loyal followers within a specific niche or sector.

People are more receptive to endorsements from people they admire, which is what makes influencer marketing so effective.

In this digital age, social media influencers are increasingly outranking celebrities in the effective promotion of products and services. Influencers can also help companies to engage with specific niches that may have previously been more difficult to specifically target.

Influencer marketing helps to make brands seem both desirable and accessible.

Twitter’s research shows that 49 percent of consumers seek advice from social media influencers before making a purchase, and 20 percent said that a Tweet from an influencer led them to share their own product reviews.

Instagram has over 800 million monthly active users and is rapidly expanding at a faster rate than its competitors – Facebook, Pinterest and Twitter.

Leading social media influencers show a preference for Instagram, as the focus on high-quality images and video lends itself well to product reviews and promotions.

instagram best for branded content

Graph via Shane Barker

According to Mediakix, the top 50 most followed influencers on Instagram have 2.5 billion followers in total and in 2017 over £719 million was spent on Instagram influencers, a number that is expected to rise to over £1Bn in 2018.

Now we know what an influencer is, here’s how to find one:

 

1. Selecting the best influencer for your brand

Clearly there is phenomenal marketing power to be leveraged through the use of influencers on Instagram in particular.

It’s important that you select the right influencer who will fit in well with your brand and your marketing message to ensure you are getting the most out of this form of marketing.

When thinking about which influencer to select to promote your brand, keep in mind the three Rs:

Relevance – check that the influencer is producing content that is in keeping with what your business stands for.

Reach – take a look at the number of people you might be able to reach through a particular influencer.

Resonance – find out to what degree the influencer’s content is engaging their audience.

Think about the audience that you are trying to attract, and only use an influencer that this target demographic will trust.

 

 2. How to find Instagram influencers in your area

Once you’ve identified the sort of influencer you would like to connect with, how do you go about finding the right influencer?

SEARCH TOOLS

Using Instagram’s hashtag search you can look for locations, keywords and topics related to your business niche.

This enables you to browse posts and look for those who are publishing the most relevant, attractive and well-received content in your industry area.

You can also use Google, or influencer search tools like Kred, Klout, Traackr, Followerwonk or Buzzsumo to find suitable influencers you may wish to work with.

Number of followers – keep an eye on the number of followers an Instagram user has. If you find excellent content but no one is following the account and few people are engaging with the content, they will not provide your company with the audience you are looking for.

Bigger isn’t always better – finding an Instagrammer with a huge number of followers is useless if no one is paying attention. A smaller follower account can be powerful if the followers are engaging well through likes and comments.

An influencer with over 1 million followers will be expensive and can appear to be a less authentic way of introducing your brand. The recommended follower target for those starting out with influencer marketing is 10-50K as these influencers usually charge less than £250 per post or will accept free products in exchange for their promotion.

how to find instagram influencers 2

Explore influencer networks – once you’ve located a few influencers, find out who these influencers are following. Influencers often build up a network of like-minded users so by examining who your target influencers are following, you will naturally find more Instagrammers who you may wish to contact.

how to find instagram influencers 3

3. How to interact with influencers

Once you’ve identified the key influencers who are likely to leverage your marketing message to great effect, how do you encourage them to work with you?

First contact – reach out slowly to your influencers.

Make your first contact through ‘likes’ and comments on their posts.

Make sure you approach them in a genuine way – posting a flurry of likes and comments in a short space of time is unlikely to be received well.

Try to make insightful, empathetic or humorous comments (where appropriate) that connect with the particular post you are engaging with. Do this regularly over a significant period of time, such as a month, before messaging them directly.

Message – direct messaging (DM) or emailing an influencer after you have spent time engaging with their content can be great way to make contact. Be brief and clear about who you are and what you want and remember to be friendly!

Value – creating mutual value through giving influencers something, such as a free trial of your product or service, whether they expect additional payment or not, will help to set a positive tone and helps to build long-term relationships.

Payment – some influencers, particularly those with followings of more than 50K, will expect payment for promoting your business. According to tech company Tribe, depending on the number of followers an influencer has, you can expect to pay per post:

how to find instagram influencers 4

4. Measuring your results

After building up a relationship with influencers and working with them to promote your business, it’s important that you track the results of these marketing campaigns.

Having clearly defined KPIs will help you to focus on what it is you want to track. Using Instagram’s analytics can help you to understand metrics such as engagement rate, reach and growth.

You can also use marketing tools such as Buzzsumo to give you an overview of how your influencer posts are performing.

Other programmes such as Google Analytics can help to measure impact.

A more organic way of tracking your ROI is to provide your influencer with a unique promotional code to use. This will help you track sales that occurred as a direct result of their posts.

5. How the best influencer campaigns work

The best influencer campaigns work through using a combination of promotional posting, cross promoting, takeovers and collaborations (where possible).

Here they are in more detail:

Promotional posting: where an influencer uses their social media account to promote your business through a post dedicated to whatever it is your business is selling.

how to find instagram influencers 5

Cross promotion: where an influencer shares, or re-posts your content across the different social media channels that they are active on.

Collaboration: working with an influencer to develop products or services that unite their niche and your brand.

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Takeovers: where an influencer ‘takes over’ your company’s social media for the day and uses it to promote your business.

This can be particularly effective when influencers take over Instagram stories for the day. Stories can be used in a variety of ways depending on what your company is selling.

If you sell a service, the story can be trialling the service for the day.

If you are selling a product, the story snippets can be used to show a ‘making of’. Takeovers enable influencers to unite their following and yours, by cross-promoting from their channel to yours, advertising to both sets of followers for the duration of the takeover.

 

6. Patience pays off!

Building a good business relationship with an Instagram influencer can take time, but it is worth it!

Studies by TapInfluence have shown that influencer marketing content delivers 11x higher ROI than traditional forms of digital marketing.

Why not start now by allocating an hour or two every week engaging with influencers you’ve identified. By increasing your social media presence, you can begin to build trust with both influencers and your target audience.

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Alex Vinall, MD of Air Social represents women in the digital sector at Mayor of London event http://airsocial.co.uk/alex-vinall-md-air-social-represents-women-digital-sector-mayor-london-event/ http://airsocial.co.uk/alex-vinall-md-air-social-represents-women-digital-sector-mayor-london-event/#respond Tue, 06 Feb 2018 16:16:03 +0000 http://airsocial.co.uk/?p=5603 Alex Vinall, Managing Director of local digital marketing agency Air Social, was invited to participate in an event held by the Mayor of London which marked the centenary of women’s suffrage in the UK. The event, held today in Trafalgar Square, marked 100 years since the 1918 Representation of the People Act was passed. This […]

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Alex Vinall, Managing Director of local digital marketing agency Air Social, was invited to participate in an event held by the Mayor of London which marked the centenary of women’s suffrage in the UK.

The event, held today in Trafalgar Square, marked 100 years since the 1918 Representation of the People Act was passed. This was a landmark victory that gave the first women the right to vote in this country and was made possible by the dedicated campaigning of suffragists and suffragettes.

The Mayor of London, Sadiq Khan, unveiled an exhibition that featured images of the key women and men who propelled the suffrage movement forward. The 59 figures that were selected will be etched onto the plinth of the artist Gillian Wearing’s Millicent Fawcett statue, which will be unveiled in Parliament Square in April.

As a leading Surrey businesswoman, Alex was invited to represent women in the digital sector and to take a stand for women in the modern gender equality discussion. Her attendance at the Mayor’s event was timely as Air Social has recently formed a partnership with iamtheCODE, a global movement with local roots that is working to educate 1 million women and girls in computer coding by 2030. Alex flew the flag for this collaboration at today’s event and was able to provide an example of how the cause of women is being championed in today’s world.

Commenting on today’s event, Alex stated, ‘It was a privilege to be able to attend the unveiling of this commemorative exhibition. It is a cause I am passionate about and, as a woman in business, I am personally aware of the challenges and barriers that still exist for women in the present day. I feel honoured that I was able to take part in celebrating the immense achievements of the brave women and men who advanced the female cause all those years ago.’

 

Alex Vinall at London Mayor's Event

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Announcing the Air Social and iamtheCODE partnership http://airsocial.co.uk/announcing-air-social-iamthecode-partnership/ http://airsocial.co.uk/announcing-air-social-iamthecode-partnership/#respond Tue, 06 Feb 2018 12:17:05 +0000 http://airsocial.co.uk/?p=5566 The post Announcing the Air Social and iamtheCODE partnership appeared first on Air Social Marketing Agency.

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We are pleased to announce that Air Social is teaming up with iamtheCODE to help reach out, inspire and educate young women and girls in coding and other digital skills.

iamtheCODE is a global movement run by Surrey resident Mariéme Jamme. Mariéme has lived locally for the past 25 years and over the coming months is keen to provide iamtheCODE training in coding, robotics and technologies related to STEAMD (Science, Technology, Engineering, Arts, Mathematics, and Design) subjects to schools and women’s clubs across the county.

Mariéme believes that a new, bold vision on female education is imperative in order to create the world’s next digital leaders. She states, ‘the evidence shows that if we do not break down barriers and help move women and girls into the technology industry, we will be creating layers of citizenship and a digital divide in our society’.

iamtheCODE seeks to mobilise businesses, governments, investors and industry leaders from around the world, striving to achieve the goal of educating 1million women and girls in computer coding skills by 2030. iamtheCODE runs digital clubs, hackathons and mentorship programmes in many different countries, with the aim of using creativity, technology and coding in different subject areas to promote learning in an engaging and interactive way.
Air Social is a digital marketing agency based in the heart of Guildford, headed up by

Alex Vinall

Managing Director, Alex Vinall. 9 years ago Alex launched her own traditional PR agency which evolved along with the social media revolution to become Air Social Marketing Agency. The agency focusses on guaranteeing leads through digital media channels whilst also providing PR, web design, branding, video, content creation, SEO and direct email marketing services.

Alex has always had a passion for the local community, and is particularly familiar with the difficulties and barriers that many women face when returning to work after taking time out to start a family. ‘It’s a story that I hear all the time, educated women who have much to give an employer but who lack the skills to enter the extremely competitive and increasingly digital job market.

We want to not only reach out to these women but also engage with younger women and girls who might have been put-off subjects that have traditionally been male-dominated.’

IamtheCODE has already successfully run a number of digital and coding clubs in Guildford and is hoping to draw upon the support of Air Social to broaden the scope of education and have a greater impact in Surrey. The two organisations are already working together to set up coding clubs in local schools, with all equipment and lesson plans provided by iamtheCODE.

The collaboration between iamtheCODE and Air Social is shaping up to be an exciting one as plans are made to widen the scope of iamtheCODE in the local area. Mariéme comments, ‘I was keen to work with Alex and her agency as I know that she understands our cause and, as a respected local businesswoman, I know that she will add great value to the iamtheCODE movement and its influence both at home and abroad’.

If you would like to start up a coding club in your school, you can get in touch with Alex here

Coding equipment will be given to your school free of charge, and full training will be provided to parents and teachers who would like to run the club at their school.

Air Social iamtheCode logo

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How to Build the Ultimate B2B Marketing Strategy for 2018 http://airsocial.co.uk/b2b-marketing-strategy/ http://airsocial.co.uk/b2b-marketing-strategy/#respond Tue, 30 Jan 2018 11:33:04 +0000 http://airsocial.co.uk/?p=5533 If you work in a business-to-business market you’ll realise the importance of carving out a niche in an increasingly crowded global marketplace, but you might lack focus when it comes to defining a B2B marketing strategy. A poorly defined B2B marketing strategy is not only an inefficient and ineffective way of promoting your business, but […]

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If you work in a business-to-business market you’ll realise the importance of carving out a niche in an increasingly crowded global marketplace, but you might lack focus when it comes to defining a B2B marketing strategy.

A poorly defined B2B marketing strategy is not only an inefficient and ineffective way of promoting your business, but it can also negatively impact your brand identity.

So, what are the key elements of building and executing a strong marketing strategy for your business?

Well, first of all,

What is a B2B Digital Marketing Strategy?

Step by step, a digital marketing strategy helps you to:

  1. Define your target audience
  2. Work out how you are going to reach your target audience
  3. Test which tactics work best
  4. Analyse and optimise your marketing approach

Step #1: Research

First thing’s first, do your research!

Seek to understand your target audience, and define who it is you are trying to reach through your B2B marketing strategy. This will help you to remain focused and will ensure you put across a clear marketing message that is intended for the most receptive audience.

Make sure you concentrate on your core audience; it is impossible to reach everyone all at once and doing so would not be the most efficient use of your budget or time.

Consider creating your ideal target persona to centre your B2B digital marketing strategy around.

Ask yourself:

  • What is their biggest pain point?
  • What media platforms are they most likely to be using?
  • What traits will trigger interest in your service?
  • What do they need most?
Example of Customer Avatar from Digital Marketer

Example of Customer Avatar from Digital Marketer

 

Doing so can help you to gain better insights into what your customer’s needs and concerns are and will help you present your message in a way that addresses those needs.

Understanding your business’s place within the wider market will also help boost your B2B marketing tactics:

Get to know your competitors and how they operate – particularly those who are leading the way in your industry. Learning B2B marketing tactics from your rivals will give you an excellent grasp of how well certain B2B marketing strategies work within your sector.

Now you know your market and are clear on the niche your company fills within this market.

What is it that sets you apart from your competitors?

Perhaps you can deliver faster than any of them, or offer something that doesn’t exist yet?

Keeping this in mind will assist you when it comes to creating your B2B content strategy as you move forward with your overall plan.

Step #2: Strategize

So, you’ve done your research and you have a better insight into your customers, your market and your competitors.
Now it’s time to put this information to work as you begin to shape your B2B digital marketing plan.

Most B2B companies use a variety of digital marketing approaches, for example through the use of a lead-generating website, social media channels or email marketing campaigns.

However, to gain the advantage in the digital marketing space it is best to have a coordinated digital strategy that’s in keeping with your overall B2B marketing message, designed to reach the target audience you have already identified.

As you plan your approach, make sure you determine which digital marketing methods would be the best for your type of business.

For example, B2B Marketing studies have shown that email marketing, SEO, social media marketing and content marketing consistently outperform all other marketing approaches.

You may wish to start off by focusing in on just one or two approaches that fit your business best and monitoring the results.

If, for example, you have an existing database of customers, an email marketing campaign might work well, but for newer businesses, a B2B strategy that centres on social media marketing might be better for building initial brand awareness.

b2b marketing strategy infographic

At this stage in the process, it is also helpful to consider your limitations.

If you have a tight budget a super advanced website might be unattainable.

Instead, a good quality microsite, or a standalone webpage might be the most economical way to produce leads for your business.

Step #3: Test Different B2B Marketing Tactics

Once you’ve decided upon which methods you are going to focus on in your B2B marketing strategy, you can then begin to put your plans into practise.

If you don’t have a clear idea of the best methods to use, then this stage can be an important one for testing out a variety of B2B marketing tactics. Here is a brief round-up of the best-performing B2B marketing methods:

  • Social media marketing – this can be used as an accelerator for building the profile of your brand, extending your reach and pushing content. It also lets you connect with your target market in a more immediate way and enables you to monitor brand perception through social listening via comments, likes and shares.
  • Content marketing – this should always be a key element of your B2B marketing tactics. Content marketing is an approach that is focused on creating and distributing valuable and informative content that helps to attract and retain your target audience – with a view to driving potential customers into profitable action.
  • Search marketing – (SEO) – often listed by high-growth companies as their most valuable marketing asset, SEO (search engine optimisation) ensures your target audience is able to locate your website through search engines like google.
  • Email marketing – using analytics-driven email marketing campaigns enables you to tailor content such as offers or promotions to a specific market or a group of people who are at a specific stage in the purchasing process.

You can also push out relevant, valuable content to audiences to increase engagement and help position yourself as an expert in your industry.

test marketing tactics

Setting goals and milestones can help you monitor your progress:

Goals are the end result that you want to achieve. This might be measured by number of leads generated or number of people reached.

Milestones help to break up goals into achievable stages, and help to keep your strategy on track.

Use the SMART system to create your goals:

  • Specific – exactly how many leads do you want to generate?
  • Measurable – how are you going to measure the number of leads you receive from your new marketing tactics?
  • Achievable – how are you going to achieve your goal? Do you have a clear marketing strategy or are you just going to hope for the best?
  • Relevant – will your goal actually have an impact on your business? For example, what’s the point in 10,000 Instagram followers if they’re not interested in what you have to offer!
  • Timely – set a date in the future to reach your goal by. Typically, 3-6 months works best for testing different B2B digital marketing tactics.

Step #4: Analyse & Optimise Your B2B Marketing Strategy

Once you’ve put your B2B marketing strategy in place, identified the methods you wish to put into practice and tested them, it is important that you then analyse the results.

Measuring the response to your B2B marketing campaigns will help you understand what is working and what is not. You can then use your data evaluations to further refine your marketing plan and make it both more efficient and more profitable.

b2b digital marketing strategy

It is critical that you analyse the right metrics to effectively measure results.

There are certain tools available that will harvest the necessary data for your review:

  • Google Analytics is helpful for measuring and evaluating your website traffic.
  • Hootsuite and in-house analytic systems on each of the social channels can provide detailed data for social media marketing.
  • MOZ and Google Search Console help you to measure your SEO results.

Building and executing a B2B marketing strategy that works for your business can be daunting. Following a clear structure and remembering to test and analyse your approach, further refining the plan as you go, will help to transform your business.

Understand what is involved but don’t know where to start? At Air Social, your business is our business! We make sure we fully understand your digital marketing needs before working with you to achieve your desired results. Get in touch with us here to tell us more about your requirements.

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Understanding the Facebook Marketing Funnel http://airsocial.co.uk/understanding-facebook-marketing-funnel/ Thu, 11 Jan 2018 11:35:17 +0000 http://airsocial.co.uk/?p=5471 With 1.86 billion monthly users, Facebook provides a phenomenal marketing opportunity and yet many businesses struggle to harness the marketing potential that Facebook offers them. So where are they going wrong? Poor advert creatives, ill-defined offerings, generic audience targeting, wrong advertising placement methods and misuse of metrics can all contribute to a lack of user […]

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With 1.86 billion monthly users, Facebook provides a phenomenal marketing opportunity and yet many businesses struggle to harness the marketing potential that Facebook offers them. So where are they going wrong? Poor advert creatives, ill-defined offerings, generic audience targeting, wrong advertising placement methods and misuse of metrics can all contribute to a lack of user response and uptake.

Facebook is an extremely versatile advertising tool, with a wide variety of marketing options available. You can build brand awareness, increase engagement and direct potential customers to where you want them. If these tools are used well, they can provide great strength to a marketing strategy.

Awareness

It is important to remember that, unlike with Google AdWords where you are meeting a demand that already exists, (users are already searching for something on Google), Facebook users are often not actively looking to fulfil a need.

With Facebook therefore your initial goal is to generate demand through producing enticing content and brand awareness. The Facebook platform makes it possible for information to ‘go viral’ (spread rapidly and to vast numbers of people) through the sharing of posts. However, this will only be achieved if your content is appealing, accessible and relevant to your target market.

Facebook can also be used for targeted advertising campaigns. You are able to target certain groups of people based upon criteria such as interests, location, age, marital status etc. In addition to this, you can use your current client data and also form lookalike audiences on Facebook, that you can then advertise to. This will ensure that your adverts are being viewed by the sort of people who will be most likely to respond.

Lead Generation

Once you’ve produced engaging content and put it in front of the right audience it is time to work on encouraging those prospects to become new leads for your business.

If your initial goal was to increase website visits, the next step in the marketing funnel is for those visitors to become leads. You can do this by offering the user something in return for providing their contact details. It is best if your ‘ask’ is proportional to the perceived value of what people will receive from you. For example, asking for someone’s name and email address is appropriate if they are getting a newsletter but not if you are asking for sensitive information such as their National Insurance number!

Having a clear call-to-action (CTA) in your Facebook adverts that addresses a specific problem a customer might have can also be a great way to enhance your lead generation.

Through using data analytics to measure interactions with your previous awareness campaign adverts, you can then target your lead generation posts to an audience of people who have previously engaged with your material. This will increase the likelihood of new leads being generated and pushes your potential customers one step further along the marketing funnel-towards achieving your desired goal.

Customer Conversion

After you’ve successfully attracted the right leads and built up trust with those people via your CTA adverts, the next stage should be pretty straightforward. Your content should focus on a specific buyer persona and clearly state how your business can meet their unique requirements. It can be helpful at this stage to highlight the benefits of your product or service and provide some statistics to support any claims you make, as this will encourage commitment from potential customers. You can then target this advert to a customised audience that is largely made up of existing leads but excluding any current customers.

By creating a set of adverts with different value propositions and then monitoring their performance via analytics, you can then further finesse your adverts to ensure you maintain the best click-through rate (CTR) possible, ensuring you are directing traffic where you want it to go.

Promoters

Once you have successfully converted your leads into customers, you can now get these customers to further promote your business by providing them with rewards as an incentive for doing so. You can create a custom audience based on existing customers and target your adverts towards those people. Turning customers into promoters by rewarding them can help to increase loyalty whilst also providing your business with new referrals, a win-win situation!

At Air Social, we know how to get your adverts in front of the right audiences and are able to construct Facebook advertising campaigns that are optimised for lead generation. If you would like us to maximise the way your business uses Facebook marketing, get in touch!

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GDPR and Your Business – Are You Ready? http://airsocial.co.uk/gdpr-business-ready/ Fri, 05 Jan 2018 16:05:57 +0000 http://airsocial.co.uk/?p=5465 What is GDPR? The existing Data Protection Act (DPA) of 1998 is no longer fit for purpose as in recent years the internet has fundamentally altered the way that we access, create, share and store information. The European General Data Protection Regulation (GDPR) comes into force on 25 May 2018. The regulations have been designed […]

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What is GDPR?

The existing Data Protection Act (DPA) of 1998 is no longer fit for purpose as in recent years the internet has fundamentally altered the way that we access, create, share and store information. The European General Data Protection Regulation (GDPR) comes into force on 25 May 2018. The regulations have been designed to unify the European business environment and encourage companies to think seriously about data protection. This new piece of legislation is set to bring about some significant changes to data security and privacy. Individuals will possess greater rights of access to personal information, there is an elevated requirement for businesses to manage their data better, and a new penalty structure will be put in place.

By the 25 May 2018, the UK will still be classed as a member of the EU, and thus the GDPR compliance deadline is still an important one for UK businesses. In addition to this, the regulations will still apply post-Brexit if your business holds or handles information about EU citizens.

Furthermore, the Brexit process will not have an impact upon the implementation of these regulations in the UK going forward, as a new Data Protection Bill, which will largely include all the provisions of the GDPR, is to be introduced. The Data Protection Bill, which was introduced to the House of Lords on 13 September 2017, is designed to give people greater control over their data and assist businesses in their use of data whilst preparing Britain for Brexit. By implementing the GDPR directly into UK legislation, it is hoped that the free flow of information across Europe will be maintained even post-Brexit, which will be essential for the UK’s future trade relations.

How will this affect me?

All businesses must develop policies that demonstrate their compliance with GDPR if they have not already done so. The new regulations recognise that smaller businesses require different treatment to larger or public enterprises. Businesses that employ less that 250 employees are treated with greater leniency as they have fewer resources and pose less of a risk to data protection. However, smaller businesses must still comply with GDPR principles if they regularly process personal data.

The UK’s Information Commissioner, Elizabeth Denham, has been increasingly frustrated by the misinformation and scaremongering surrounding the impact of GDPR on businesses. “The GDPR is a step change for data protection,” she says. “It’s still an evolution, not a revolution”. She adds that for businesses and organisations already complying with existing data protection laws the new regulation is only a “step change”.

The Information Commissioner’s Office, the GDPR’s governing body, states that, “If you are currently subject to the DPA, it is likely that you will also be subject to the GDPR.”

Most small businesses will not have to appoint a Data Protection Officer, but someone in your organisation must take responsibility for implementing the principles and ensuring company-wide awareness.

For larger businesses that have over 250 employees and who work with bigger or more specialist data sets, (particularly sensitive personal data) a Data Protection Officer will need to be appointed to oversee your company’s compliance to these new regulations. They will answer directly to the highest management levels, whilst acting independently in their role. Their job will include duties such as: conducting information audits, training staff, monitoring performance, managing data processing records and being a point of contact for data protection authorities and data subjects alike.

What more do I need to do?

You must begin to develop and implement policies that demonstrate your compliance with the GDPR. Here are a few pointers on what you need to be doing:

  • Conduct an audit of the personal information that you currently hold, where it came from, how you are storing it and who it has been shared with.
  • Ensure the management and key employees in your organisation are aware that regulations are changing to the GDPR.
  • Review your current privacy notices to discover if you need to update them ahead of the GDPR deadline.
  • Plan how you will respond to subject access requests within the new timescales.
  • Check your company’s processes to make sure you are covering the rights that individuals now hold.
  • Identify how your data processing activity complies with the GDPR, document it and update your privacy notice to explain it.
  • Analyse how you pursue, record and manage consent and whether you need to make changes in this area in light of the GDPR.
  • Investigate whether you have the right procedures in place to detect and handle personal data breaches.
  • Nominate someone within your organisation to take responsibility for compliance and consider if your organisation needs a formal Data Protection Officer.
  • Think about whether your business needs to identify an individual’s age or needs to obtain parental or guardian consent.
  • If you are an international business that operates in more than one EU member country, identify your primary data protection supervisory authority.
  • Familiarise yourself with the ICO’s code of practise on Privacy Impact Assessments and locate the latest guidance from the Article 29 Working Party – an advisory body made up of a representative from the data protection authority of each EU Member State.

What are the penalties?

The principles of accountability are significantly elevated under the GDPR. Penalties for non-compliance are much more severe than under the previous DPA, with fines of up £17M or up to 4% of annual global turnover (whatever is greater).

What we are doing

We take data protection very seriously and are fully compliant with ICO directives. Our team are aware that GDPR rules are changing and we understand the impact of this upon the way we hold and manage data. We have already taken the required steps to protect our clients’ data.

We have strict security procedures covering the storage of personal information in order to prevent unauthorised access and to comply with ICO data protection rules.

In the unfortunate event that our security systems are compromised, we would notify all our clients immediately, even if it wasn’t directly related to their accounts.

All client data that we request, or that is sent to us via email, is either encrypted or password protected. The information we hold is secure, accurate and up to date. Any data that is no longer current, is destroyed.

Our internal computer systems are password protected and regularly updated. We have recently conducted an internal audit of the information that we hold in order to ensure that it is current and complies with the new legislation.

How we can help your business

When the GDPR comes into effect, it is likely that your company will possess data that you will no longer be able to utilise. However, Air Social is able to precisely match your data sets through social media profile matching and creating lookalike audiences of that data that can then be targeted. This means that the data that you currently hold can still be put to use to generate new leads for your business.

Get in touch with us to find out more about how we can help you make the change to become GDPR compliant, whilst ensuring that the data you currently hold doesn’t lose its effectiveness.

Helpful resources

For more information and clarification on the specifics of the GDPR and how it will be implemented into UK law, it is best to contact the Information Commissioner’s Office directly. It includes a helpful GDPR checklist for your business.

The full GDPR can be found here.

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5 Benefits of Blogging for Business http://airsocial.co.uk/5-benefits-blogging-business/ Thu, 14 Dec 2017 17:06:42 +0000 http://airsocial.co.uk/?p=5457 The post 5 Benefits of Blogging for Business appeared first on Air Social Marketing Agency.

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Some businesses consider blogging to be a labour-intensive marketing strategy that produces little reward for the time invested. Others think of blogging as involving someone sitting in their bedroom, sharing personal thoughts, opinions and grievances with the world.

These misconceptions regarding blogging are inhibiting many from experiencing its benefits. Blogging is an inexpensive way for businesses to increase their online presence, generate new leads and build brand awareness. Companies that consider blogging to be a high priority get 13 times more ROI than the companies where blogging is a low-importance activity.

An excellent return on investment is just one benefit to publishing well-written and informative articles. Here are five more reasons you should be concentrating on this form of content marketing.

Drive traffic to your website

Blog posts can be used as the foundation for your social media output, which can in turn be used to drive your target audience to your website. Creating a symbiotic relationship between your website and social media channels in this way can significantly boost your lead generation. Every blog post can be an opportunity to convert traffic into leads, especially if you include a call to action (CTA) every time. Effective CTAs range from offering free content such as an e-book or fact sheet, to a free service such as a product trial or personal consultation.

Increase your SEO

By researching the keywords, topics and categories people are looking for when they search for a company like yours, you can strategically signpost prospective customers to your site. Placing carefully selected keywords into your blog posts will positively impact your search engine ranking. Once the blog section of your company website is established, it will provide many pages of content that feature these keywords, thereby further cementing your online presence.

Google and other search engines love to see new content consistently being added to sites. They see regular updating of content as a cue that they should be checking in frequently to see what new content is surfacing on your site. This will boost your business’s position in search results.

Keep On Giving

Once a blog post is listed on your site, it remains there for weeks, months, years to come. Your posts will continue to attract traffic and generate leads for you. The more relevant yet timeless your blog posts are, the longer they will continue to be useful for SEO over time. On average, compounding blog posts make up 10% of all blog posts and generate 38% of overall traffic – a significant amount. It is therefore important not to neglect your older content. Make sure that previous posts are refreshed with up-to-date information if needed, and that relevant keywords are present.

Increase leads

Research shows that business-to-business (B2B) marketers that use blogs get 67% more leads than those that do not. As we already mentioned, blogging increases the number of pages on your website. According to Hubspot, businesses with 401-1000 pages of content get 6x more leads than those with 51-100. The more pages a site has, the more leads it generates.

Set the tone

Blogging also provides an opportunity for businesses to establish themselves as experts in their field. If a prospective customer finds informative content on your site, it helps to build trust and demonstrates to potential clients that you know your industry. A positive learning experience will also help your business to stick in users minds, and will help to further increase your likability and the awareness of your brand.

Blogs can also be an excellent way of humanising your brand by showing a more personal side. They can provide a unique opportunity to set the tone and ‘voice’ of your company. This voice can then be made louder when existing or prospective clients share your blog’s interesting and relevant content on their own social media pages, which helps to widen the impact of the content further.

Convinced you need a blog but don’t know where to start? Air Social provides a blog writing service that can help you meet the goals of your content marketing strategy.

We’d be happy to discuss how we can help! Get in touch with us here

Convinced you need a blog but don’t know where to start?

Air Social provides a blog writing service that can help you meet the goals of your content marketing strategy.

We’d be happy to discuss how we can help!

Get in touch with us here

The post 5 Benefits of Blogging for Business appeared first on Air Social Marketing Agency.

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The Best Christmas Adverts Of All Time (Air Social Edition) http://airsocial.co.uk/best-christmas-adverts-time-air-social-edition/ Fri, 01 Dec 2017 11:05:57 +0000 http://airsocial.co.uk/?p=5429 Everyone loves a good Christmas advert to get them in the mood for the holiday season and give them that fuzzy, festive feeling. What captures the essence of Christmas for the Air Social team? Here are some of our all-time favourite, festive adverts… Alex: The Coca-Cola advert is sure to get me feeling Christmassy – […]

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Everyone loves a good Christmas advert to get them in the mood for the holiday season and give them that fuzzy, festive feeling.

What captures the essence of Christmas for the Air Social team? Here are some of our all-time favourite, festive adverts…

Alex: The Coca-Cola advert is sure to get me feeling Christmassy – ‘holidays a’ com’n!’ It captures the childish excitement and anticipation of Christmas and couples it with a catchy song. The sight of the bright lights of the Coca-Cola lorries winding their way through the dark, snowy scene is really iconic. It’s an amazing bit of advertising!

Oli: My favourite Christmas advert is definitely ‘Man on the Moon’ by John Lewis. The advert is about a little girl who does everything she can to make a lonely man feel loved at Christmas. It evokes so many emotions as the lonely man on the moon represents the many people who live alone, celebrating Christmas in isolation every year. The advert also touches on the message that showing just a little compassion and kindness can mean the world to someone. In this advert, John Lewis has successfully captured the essence of what Christmas is really all about.

Aaron: I think this advert by WestJet is pretty amazing. Obviously it’s not a British brand and it’s a few years old now but I think it’s incredible. What a great way of showing guerrilla and viral marketing tactics; the people flying had no idea that they would receive the gifts they requested, they believed they were just interacting with a digital billboard. A really amazing way to spread Christmas joy when they went to collect their luggage!

Freddie: The John Lewis advert with the boxer dog is my favourite as it really captures the excitement of Christmas. The dad building the trampoline at night to surprise the kids feels really nostalgic and the sight of foxes and badgers jumping on a trampoline sticks with you! The coming together of animals that would normally avoid each other, and their sheer enjoyment of jumping on the trampoline is quite a good metaphor for how Christmas should be a time where we set aside our differences and celebrate together in the season.

Sally: It has to be the John Lewis ‘Bear and the Hare’ advert for me. It captures a really sweet moment and focuses on the magical feel of Christmas. All the elements just come together in this ad – great animation, memorable music and a sweet story. It is a beautiful little tale of friends looking out for each other and embodies the idea of thoughtful gift giving at this time of year.

Vanessa: Perhaps an unusual choice, but a memorable Christmas advert for me was the 2015 Sainsbury’s advert featuring Mog The Cat. Mog was a character that I used to enjoy reading about when I was a child, so it evokes a feeling of nostalgia for me. The advert does well to draw the viewer in by telling a story of a calamitous situation that rapidly escalates. The ending, with the whole neighbourhood coming together to help Mog’s family out, relays a great message about the importance of helping others less fortunate than ourselves.

Tilda: My favourite Christmas advert is the 2011 John Lewis advert about the little boy who can’t wait to give his gift. I feel it really captures how I feel about Christmas. I don’t lose sleep over the presents I’ll be receiving, but I get overly excited over the presents I’ll be giving to family and friends!

I relate to this little boy a lot-except the part where he falls asleep right after finishing his peas! I’ll be surviving on 3 hours sleep on Christmas Day, after spending the whole night anticipating the day ahead!

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Live streaming – how to do it well http://airsocial.co.uk/live-streaming-and-doing-it-well/ Fri, 17 Nov 2017 10:24:01 +0000 http://airsocial.co.uk/?p=5422 The rise and success of video content is undeniable in today’s digital world. With recent developments in live streaming functionality across social media platforms such as Facebook, Instagram and YouTube, it is fast becoming a necessary medium by which to connect with consumers. Live streaming video is an extremely effective way for businesses to reach […]

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The rise and success of video content is undeniable in today’s digital world. With recent
developments in live streaming functionality across social media platforms such as Facebook,
Instagram and YouTube, it is fast becoming a necessary medium by which to connect with
consumers.

Live streaming video is an extremely effective way for businesses to reach their target audiences.
It helps to provide an authentic human element to marketing campaigns, boosts customer
engagement and enables digital communications to feel more personal and exclusive. It is no
wonder that Facebook users spend three times more time viewing live videos than traditional ones.

There are many different types of visual content that benefit from live streaming. These include:

  • ‘behind-the-scenes’ footage
  • Q&A sessions
  • short interviews or ‘meet the team’ segments
  • product reviews, unveilings and ‘sneak peeks’
  • ‘how to’ or other training sessions
  • amusing content/humanising the brand

As you can see, live streaming video is an extremely versatile marketing tool. However, to tap into
the benefits of this marketing medium, it needs to be done well.

Preparation is key

Whilst one of the benefits of live streaming is its authentic, seemingly ‘off-the-cuff’ nature, without
adequate preparation you’re not going to harness its potential. Live streaming needs to be
considered within your overall marketing strategy – with the usual analysis of audience
preferences, as well as understanding your live stream’s relationship to the rest of your marketing
communication efforts. Is it a standalone concept or does it work best in conjunction with other
aspects of your strategy?

If you’re live streaming an event, the groundwork must be in place to create the hype that will drive
viewers to watch. Of course, the timing of your live stream will be key when thinking about your
target audience, as well as letting your audience know when to tune in. Don’t forget however that
on some platforms your reach can continue to grow with every playback. Remember, continuing to
market and share your video afterwards will keep the momentum going.

Streaming live video taps into the human desire to enjoy vicarious experiences. This is why live
streaming works so well, particularly for events. But you have to let the viewer feel like they are in
the room with you, so plan out the journey you’ll take them on. Show them things they wouldn’t
normally get to see in the ways they would normally interact with your business or brand.

Engage with your audience

The biggest strength of live streamed video is its ability to add an authentic and transparent voice
to your marketing message. Moving away from more traditional, scripted techniques enables real
time responsiveness which makes it possible for viewer-lead content.

Allowing users to comment on live stream videos, and then reacting to them, can lead to greater
satisfaction of consumer needs, desires and questions. This in turn can positively impact the way
in which prospective customers respond to your business or brand, as well as creating a closer
bond with your existing clientele.

Live streamed content can also encourage a feeling of exclusivity, making the audience feel that
they have been a part of something that others have not. This is particularly true when streaming
events, going behind-the-scenes or providing a ‘sneak peek’ of a new product. You can enhance
this impression by offering discounts or deals within a live stream that cannot be obtained
elsewhere.

Make it pay

Marketers can use social media live streaming channels to keep their business at the forefront of
their followers’ minds. If users have opted in, a notification will alert them to channels that are
about to go live, and users will have to act fast as on some platforms, such as Instagram Stories
Live, the video will disappear after the broadcast ends.

It is important to keep your audience engaged as today’s consumers have short attention spans
and a wide variety of alternative options. Make it clear from the outset of your broadcast what your
intentions are for the time they will spend watching you, and what they will get out of it. Limit your
time to no longer than 5 minutes as it will be hard to continue to provide engaging content beyond
this.

During live streaming, whilst you have caught your audience’s attention, it can be beneficial to give
them a call to action – making them aware of promotions, new products or services. Whilst this
tactic is not appropriate for every type of live streamed video, in some cases it can be an effective
strategy for creating a sense of urgency, driving consumers towards the action that you want to
effect.

 


Air Social are a team of inquisitive minds with big personalities and one goal – to help you get your message out there and generate genuine business enquiries. Whether you’re a new start-up or a long established company, our team of experts know how to deliver the right approach for you.

Get in touch today

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How to build a lead generating website http://airsocial.co.uk/build-lead-generating-website/ Tue, 07 Nov 2017 16:59:00 +0000 http://airsocial.co.uk/?p=5416 The post How to build a lead generating website appeared first on Air Social Marketing Agency.

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Designing your website for maximum impact

So your website is up and looking slick but it’s just not generating the leads that you thought it would. What’s gone wrong?

Like many businesses, you might have lost sight of your website’s primary purpose – converting traffic into leads. It’s essential to consider your website within your wider marketing strategy. Take time to plan and implement your website’s marketing goals, keeping lead generation at the forefront of your mind when designing. Without a properly functioning website channelling new customers, your business isn’t going to achieve the growth rate you’re hoping for.

So how do you plan for maximum impact?

Create functional forms

To optimise your site for lead generation it’s important to have user-friendly lead generation forms. User testing has revealed that forms which focus on motor actions (clicking and cursor movement) rather than cognitive actions, (typing and thought) were more successful in generating leads. Simplifying the means by which a user engages with your site encourages them to leave their details as they can see it won’t cost them much time.

Not many people enjoy form-filling, even when they are keen on the product or service on offer. Studies show that sites that have forms which utilise non-standard user interface (UI) designs perform significantly better than traditional form layouts. Using toggle sliders and simple, clickable images can improve the look and feel of a form – making the experience more fun and interactive.

Use an adaptable layout

In a highly effective lead-generation website, every page has a distinct purpose. Making sure that your website provides the user with a clear pathway towards the action that you want them to take is essential. Placing a clear call to action (CTA) on your landing page, and any further pages where new visitors are likely to reach, is vital for generating leads. These CTAs should be clearly visible, enticing and well explained – giving your user a clear reason to click on it.

Keep in mind that the majority of people who view your site will do so on a mobile device. In the last few years, statistics show that more websites are accessed via mobile devices than laptops or desktops. It is therefore important that your website does not follow a ‘one size fits all’ design but that is can work well across a range of different devices.

Build trust

Building trust through the use of customer testimonies, client logos or case studies will go a long way in establishing the credibility of your business or brand. Users are more likely to provide their personal details to a company they feel they can trust and that others have endorsed. Using video testimony is one of the most persuasive methods of moving a prospective customer further along the marketing funnel. Make sure you keep it short though – 90 seconds of high-quality video with clear and concise feedback performs best.

Incentivise

Give users a reason to fill out your lead generation forms and make sure it is an action that will also benefit them. Websites that provide rewards for handing over user details perform significantly better than those that simply have ‘want to find out more?’ CTAs. There are a range of different ways in which you can give something back to those that give you their personal information, these include things like discounts on purchases, access to exclusive content or free trials.


If you’re interested in streamlining your digital presence then we would love to hear from you. Our in-depth digital marketing knowledge combined with our web development experience make us ideally situated to revolutionise your online strategy.

Is your website outdated or underperforming?

Let us know what you want your website to achieve!

Contact Air Social

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