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Make Your Brand Stand Out This Black Friday

With one of the biggest promotional events of the year, Black Friday, just around the corner, Friday 29th November 2024 is a great opportunity for businesses to gain attention and boost sales. 

But with it being one of the noisiest times in the marketing world, how do you get noticed? 

Build Anticipation Early

Get ahead of the rush by getting in front of your audience well before the big day. 

Sharing teaser content on social media and through email campaigns works really well. Giving a sneak peek of what’s to come will keep customers engaged.

Create Unique Offers and Deals

Plan which products or services would be best to offer well in advance, and highlight their key selling points along with a fantastic promotion to make them stand out.

Featuring popular or exclusive products or services that will help you get more attention.

Use Social Media to Create Buzz

Social media platforms are ideal for building excitement and reaching new audiences in the lead-up to Black Friday.

Create engaging posts and use relevant hashtags to increase visibility. Adding a countdown is a great way to grab attention for key promotions.

Stand Out with Creative Campaigns

Offer your clients early access to Black Friday deals or a VIP-only promotion to make them feel valued. 

Sneak peeks of upcoming sales, product launches, or special discounts work well at this time of year.

Add Personal Touches

Generic marketing isn’t enough during Black Friday. Use customer data to tailor your messaging—whether it’s personalised email subject lines or targeted recommendations. Not only does this improve open rates, but it also makes your brand feel relatable and relevant.

Create a Sense of Urgency 

Encourage customers to act quickly with limited-time offers. Flash sales or exclusive discounts create a sense of urgency that will prompt customers to take you up on your offer immediately.

Offer a Seamless User Experience

Make sure your website is ready to handle increased traffic. It should be mobile-friendly, load quickly, and provide a smooth user experience. 

Clear calls-to-action, easy navigation, and a simple checkout process will help to boost sales.

Use Paid Advertising

Reach a wider relevant audience by investing in targeted paid ads on platforms like Google Ads and LinkedIn. 

Make sure your ad copy and visuals highlight the unique value of your Black Friday offers, so you attract attention. 

Enhance Customer Support

Anticipate increased demand and make sure your customer support team is ready. Providing excellent customer service can set you apart from competitors. 

Quick responses and helpful interactions can build trust and encourage repeat business. With the right campaigns and support, you can make your brand memorable long after Black Friday!

With 2025 fast approaching, it’s a great time to start planning your marketing for next year. Check out our recent blog, packed with key dates you don’t want to miss, by clicking here. 

Want support with your marketing campaigns? Call us on 01962 600 147 or email us at info@tlc-business.co.uk for a free virtual marketing ideas session with our experts.

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Marketing to Different Generations: How to Connect with Every Age Group

In today’s world, your audience could span five different generations—from the Silent Generation all the way to Gen Z. Each group has its own quirks, values, and ways of interacting with brands, so a one-size-fits-all approach just doesn’t work anymore. To get the best results, you need to tailor your marketing.

Let’s break down what makes each generation tick and how best to reach them:

Silent Generation (Born 1928-1945) 

Though they’re getting older, the Silent Generation still has purchasing power, especially when it comes to things like healthcare, travel, and quality products. They value reliability, trust, and personal service.

How to Market to Them: 

– Traditional Media: TV, radio, and print ads are still king with this generation.

– Keep It Simple: They prefer clear, straightforward messages without too much flair.

– Build Trust: They respond well to testimonials, expert endorsements, and long-standing relationships.

Baby Boomers (Born 1946-1964) 

Boomers are a huge market, and they’re often still working or enjoying retirement with plenty of disposable income. They tend to be loyal to brands they trust, but they also appreciate brands that offer them value and meaningful experiences.

How to Market to Them: 

– Email Marketing: Boomers love a good email newsletter, especially if it’s informative and tailored to their interests.

– Content Is Key: They like in-depth content like blog posts, guides, and how-to videos.

– Facebook Ads: Boomers spend a lot of time on Facebook, making it a great place to target them.

Generation X (Born 1965-1980) 

Gen X is all about practicality and independence. They’re at the height of their careers and often juggling family life, so convenience and value really resonate with them. Gen X appreciates authenticity.

How to Market to Them: 

– Email & Direct Mail: Gen Xers still appreciate both email and snail mail—especially if it includes a deal or special offer.

– Nostalgia Works: Nostalgic marketing really hits home with this group, so tap into their love for the ’80s and ’90s.

– Loyalty Programs: Gen X appreciate getting rewarded for sticking with a brand, so loyalty programmes work well.

Millennials (Born 1981-1996)

Millennials are tech-savvy and socially conscious. They grew up with the internet and value experiences more than material things. They’re drawn to brands that are transparent, purpose-driven, and socially responsible.

How to Market to Them: 

– Social Media: Instagram, YouTube, and TikTok are key platforms for reaching Millennials. Influencer marketing also works well with this generation.

– Mobile-First:  Millennials rely heavily on mobile devices for shopping and interacting with brands, so make sure your website and content are optimised for mobile.

– Purpose-Driven Brands: Capture Millennials interest by supporting brands that give back or take a stand on important issues, like environmental sustainability.

Generation Z (Born 1997-2012) 

Gen Z grew up fully immersed in the digital world, with smartphones and social media, so they’re quick to spot anything that feels fake or forced. They want authenticity and tend to favour brands that reflect their values, particularly around social justice, diversity, and the environment.

How to Market to Them: 

– Short-Form Content: Think TikTok, Instagram Reels, and quick, eye-catching videos are perfect for capturing Gen Zs attention.

– Influencer & User-Generated Content: Gen Z trusts what influencers and their peers are saying about products more than they trust traditional ads.

– Support Causes: Gen Z is all about brands that care. Show them your company’s commitment to social and environmental causes.

Generation Alpha (Born 2013 – present)

Generation Alpha (also known as Gen A) is still young, but they’re already showing signs of being the most tech-savvy and digitally connected generation yet. They’ve grown up with voice assistants, smartphones, tablets, and the internet. While they might not have much spending power yet, their influence on family purchasing decisions is significant—especially when it comes to technology, entertainment, and lifestyle products.

How to Market to Them (and Their Parents):

  • Interactive and immersive content: Engage Gen Alpha with interactive content, such as augmented reality (AR), virtual reality (VR), and gamification.
  • Short-form video: Platforms like TikTok and Instagram Reels are popular among Gen Alpha. Create short, attention-grabbing videos that are visually appealing and easy to consume.
  • Influencer marketing: Partner with Gen Alpha influencers who resonate with your target audience. Micro-influencers can often be more effective than celebrities in reaching this generation.
  • Appeal to Parents: Since they’re still young, marketing to their parents – often Millennials – matters just as much. Emphasise education, creativity, and development-focused products.

Speak Directly to Your Audience

Every generation has its own style when it comes to marketing, so if you really want to connect, you’ve got to know what makes them tick. Tweak your message and pick the right platforms, and you’ll build stronger, more meaningful relationships with your audience—no matter their age.

Marketing isn’t a one-size-fits-all game, so make sure you’re speaking directly to your audience’s unique needs!

Want help? For a free virtual marketing ideas session with marketing experts, call us on 01962 600 147 or email info@tlc-business.co.uk

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What are the most powerful social platforms for SMEs?

Navigating the world of social media can be overwhelming for SMEs. With countless platforms to choose from, it can be challenging deciding which ones are worth investing time and effort in.

In this blog, we’ll look at which platforms could be best for your business. But first, think about your target audience, as that will be key to deciding which platform is right for your brand:

Target your demographic

Understanding who your audience is will guide your social media efforts:

Facebook: Most popular among 25-34 year olds, who are Facebook’s largest UK audience, accounting for 24.7% of users. Facebook users aged 35 to 44 were the platform’s 2nd largest demographic, followed by those aged 18-24.

Instagram: A favourite among younger audiences, particularly 25-34 years old (making up 29.7% of UK users), closely followed by 18-24 year olds.

X (Formerly Twitter): Appeals to a diverse age range, but nearly 40% of X’s UK users are aged 25-34 years.  

LinkedIn: Ideal for professional and B2B audiences, particularly those aged 25-34 (accounting for 47.1% of UK users).

YouTube: In the UK, YouTube is most popular amongst 25-44 year olds, accounting for 44% of its users.

TikTok: Dominated by younger users, 76% of users in the UK were aged 15-24.

Pinterest: Favoured by young adults aged 18-24 (39% of UK users). Predominantly used by women, who account for 70% of Pinterest’s users.

What type of content will you be sharing?

Different platforms excel with different types of content. Here’s where to share: 

Visual content: Instagram, Pinterest, TikTok.

Text and links: X, LinkedIn.

Videos: YouTube, TikTok, Instagram.

Consider your brand and industry

Think about which platforms align best with your industry and brand. 

For example, LinkedIn is ideal for B2B and professional services, while Instagram and Pinterest are great for B2C, lifestyle and retail brands.

Next up, we’ll be delving into the best platforms for B2B and B2C businesses:

Best platforms for B2B 

  1. LinkedIn 

   – Ideal for: Professional networking with 1bn users

   – Strengths: Ideal for lead generation, industry networking, and content sharing

   – Audience: Professionals, decision-makers, and businesses

  1. X 

   – Ideal for: Real-time news and updates 

   – Strengths: Great for sharing industry news, engaging in conversations, and reaching influencers

   – Audience: Broad but often includes professionals and industry leaders across its 600m worldwide users

Suitable for B2B

  1. Facebook

   – Ideal for: Social networking, Facebook is the largest social media platform with 2.9bn active monthly users

   – Strengths: Offers targeted advertising, community building through groups, and content sharing

   – Audience: Broad, including some professionals and business pages

  1. YouTube

   – Ideal for: Video sharing amongst 2.49bn users worldwide.

   – Strengths: Useful for product demos, webinars, educational content, and brand storytelling

   – Audience: Wide, including business professionals seeking informative content

Less Suitable for B2B but can be used strategically

  1. Instagram

   – Ideal for: Photo and video sharing with 2.4bn users worldwide

   – Strengths: Effective for brand awareness, showcasing company culture, and visual storytelling

   – Audience: Primarily younger demographics (25-34), but businesses can reach professionals with the right content

  1. Pinterest

   – Ideal for: Visual discovery and bookmarking with 518m global users

   – Strengths: Suitable for industries like design, fashion, and lifestyle to share visual content

   – Audience: Primarily women, with business and creative professionals

  1. TikTok

   – Ideal for: Short-form video content with 1.58bn users globally

   – Strengths: Can be used for creative and engaging content, brand awareness, and reaching a younger audience

   – Audience: Mostly Gen Z, but B2B use is emerging with innovative content

Top Tips for B2B Social Media Strategy

Follow our top B2B tips to help drive success across your chosen social media platforms:

  • LinkedIn: Focus on sharing industry insights, company news, case studies, and whitepapers.
  • X: Engage in industry conversations, share news, and use hashtags to reach a wider audience.
  • Facebook: Create a business page, run targeted ads, and engage with followers through groups.
  • YouTube: Produce educational videos, product demos, and thought leadership content.
  • Instagram: Showcase company culture, behind-the-scenes content, and visually appealing product features.
  • Pinterest: Share infographics, design inspiration, and visual content related to your industry.
  • TikTok: Experiment with creative and engaging content to reach younger professionals.

Best Platforms for B2C Businesses

  1. Facebook

   – Ideal for: Social networking

   – Strengths: Offers targeted advertising, community building through groups, and versatile content sharing (text, images, videos

   – Audience: Broad, with strong engagement across various age groups, especially Millennials and Gen Z

  1. Instagram

   – Ideal for: Photo and video sharing

   – Strengths: Excellent for visual storytelling, brand awareness, and influencer collaborations

   – Audience: Primarily Gen Z and Millennials

  1. TikTok

   – Ideal for: Short-form video content

   – Strengths: Ideal for creative and engaging content, viral marketing, and reaching a younger audience

   – Audience: Mostly Gen Z 

  1. YouTube

   – Ideal for: Video sharing

   – Strengths: Useful for product demos, tutorials, brand storytelling, and reaching a wide audience

   – Audience: Wide, including younger viewers and adults seeking informative and entertainment content, especially Millennials and Gen Z

  1. Pinterest

   – Ideal for: Visual discovery and bookmarking

   – Strengths: Suitable for lifestyle, fashion, DIY, and creative industries

   – Audience: Primarily women, Millennials and Gen Z, looking for inspiration and ideas

Moderately Suitable for B2C

  1. X

   – Ideal for: Real-time news and updates

   – Strengths: Great for sharing quick updates, customer service, and engaging in trending conversations

   – Audience: Broad, but often includes professionals and news-seekers, especially Millennials and Gen Z

  1. Snapchat

   – Ideal for: Multimedia messaging, there are 414m Snapchat users worldwide

   – Strengths: Effective for engaging younger audiences with ephemeral content and behind-the-scenes looks

   – Audience: Mostly younger demographics, mainly Gen Z

Top Tips for B2C Social Media Strategy

We’ve put together some top tips for B2C businesses to include in their social media strategy across different platforms: 

  • Facebook: Create engaging posts, use targeted ads, and build communities through groups.
  • Instagram: Share high-quality visuals, use Stories and Reels, and collaborate with influencers.
  • TikTok: Produce creative and engaging short videos, participate in trends, and use hashtags.
  • YouTube: Create tutorials, product reviews, and brand stories to engage and inform your audience.
  • Pinterest: Pin visually appealing content, use rich pins, and create boards around popular themes in your industry.
  • X: Share quick updates, news, and engage with customers in real-time.
  • Snapchat: Use Stories and Filters to create engaging and exclusive content for younger audiences.

What are your competitors doing?

A good way to check you are investing in the right platforms is to look at your competitors and analyse which platforms they are using and getting good engagement on. This will be a good indicator of where you can receive similar success.

Ultimately, the key is to understand where your target audience spends their time and tailor your content to each platform’s strengths. Don’t forget, our friendly team is always happy to offer advice and run your social media for you.

For a free virtual marketing ideas session with marketing experts, call us on 01962 600 147 or email info@tlc-business.co.uk

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Myth Busting: Debunking Common Marketing Misconceptions

Many people have misconceptions about marketing, so we’re here to debunk some of the most common myths:

1) Myth: Marketing is only for large businesses

Reality: Small and medium-sized enterprises (SMEs) can really benefit from effective marketing strategies. In fact, marketing can be more critical for smaller businesses as they often need to compete with larger companies for market share.

2) Myth: Social media is free marketing

Reality: While setting up social media accounts is free, doing it well requires time, effort, and sometimes money for advertising and content creation. Plus, understanding and using analytics is key to making social media work for you.

3) Myth: Good products sell themselves

Reality: Even the best products need marketing to reach potential customers. Without awareness and a strong message about why your product is worth buying, a good product might go unnoticed.

4) Myth: Marketing is an expense, not an investment

Reality: Effective marketing can bring a solid return on investment (ROI). By attracting new customers and retaining existing ones, marketing boosts revenue and supports business growth.

5) Myth: Marketing can guarantee immediate results

Reality: Marketing often requires some patience. Building brand awareness and trust takes time, and it can take weeks or months to see significant results from your marketing campaigns.

6) Myth: The more marketing, the better

Reality: Quality over quantity is key in marketing. Targeted and strategic efforts are more effective than just flooding the market with messages. It’s all about reaching the right people with the right message.

7) Myth: Marketing is only about acquiring new customers

Reality: Retaining existing customers is just as important, if not more so. Loyal customers can provide repeat business and act as brand ambassadors, spreading positive word-of-mouth.

Our expert team is able to offer full support for your marketing needs, providing valuable insights and suggestions to get results.

For a free virtual marketing ideas session with marketing experts, call us on 01962 600 147 or email info@tlc-business.co.uk

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Unlocking success: How social media marketing transforms your business

In today’s digital age, social media marketing isn’t just an option—it’s a necessity. With billions of active users across various platforms, social media offers an unparalleled opportunity to connect with your audience, build brand awareness, and drive business growth.

The power of social media marketing

1. Unmatched reach and engagement

Social media platforms like Facebook, Instagram, Twitter and LinkedIn boast billions of users combined. This massive audience means your brand can reach potential customers like never before. But it’s not just about the numbers. Social media allows for direct engagement with your audience through comments, shares, and likes, fostering a sense of community and loyalty around your brand.

2. Targeted advertising

One of the most powerful aspects of social media marketing is the ability to target specific demographics with precision. Whether it’s age, location, interests, or behaviours, social media platforms provide detailed targeting options. This ensures that your ads reach the right people, maximising your return on investment.

3. Cost-effective marketing

Compared to traditional marketing methods, social media marketing is incredibly cost-effective. Setting up a profile is free, and even paid advertising options are relatively affordable. This makes social media an ideal platform for businesses of all sizes to promote their products or services without breaking the bank.

4. Real-time analytics and adjustments

Social media platforms offer robust analytics tools that provide insights into your marketing campaigns. You can track engagement rates, click-through rates, and conversion rates in real-time. This data allows you to make informed decisions and adjust your strategies on the fly to optimise performance.

Crafting a winning social media strategy

1. Define your goals

Start by defining what you want to achieve with your social media marketing. Are you looking to increase brand awareness, drive website traffic, generate leads, or boost sales? Clear goals will guide your strategy and help you measure success.

2. Know your audience

Understanding your target audience is crucial. Conduct market research to identify your audience’s demographics, interests, and online behaviours. This information will help you create content that resonates with them and choose the right platforms to reach them.

3. Create engaging content

Content is king in the realm of social media. Develop a content strategy that includes a mix of informative, entertaining, and promotional posts. High-quality visuals, compelling stories, and interactive content like polls, surveys and quizzes can significantly boost engagement.

4. Use paid advertising

While organic reach is valuable, leveraging paid advertising can amplify your efforts. Invest in social media ads to target specific demographics and reach a larger audience. Experiment with different ad formats like carousel ads, video ads, and sponsored posts to see what works best for your brand.

5. Engage and interact

Social media is a two-way street. Don’t just post content—engage with your audience. Respond to comments, participate in discussions, and show appreciation for user-generated content. This interaction builds a loyal community and humanises your brand.

6. Monitor and adjust

Regularly review your social media performance using analytics tools. Track key metrics like engagement rates, follower growth, and conversion rates. Use this data to refine your strategy, focusing on what works and discarding what doesn’t.

Social media marketing is a dynamic and powerful tool for businesses looking to grow their online presence and connect with their audience. By being adaptable and understanding what works best, you can unlock unparalleled success for your business.

Ready to transform your business with social media marketing? For a free virtual marketing ideas session with social media marketing experts, call us on 01962 600 147 or email info@tlc-business.co.uk

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Marketing: 5 ways to make the most of working from home

We all have them – those tasks that you never quite have the time to complete because they’re always getting pushed down the to-do list. That is until now…

If lockdown has freed up some of your time, now is the perfect opportunity to give your business a marketing spring clean and make constructive use of the new ‘normal’. Here’s how.

Take your business digital

You may have embraced working from home – but have you made it work for you? Organisations big and small have been adapting their usual offering, with many going virtual to ensure they can still provide a level of service to customers. Some have taken smaller measures and are embracing what social media can do to connect them with new and existing customers, for example, while others have completely flipped their services to fit the digital space.

Here at TLC, many of our campaigns are managed and implemented digitally already, but we’ve also recently gone a step further by switching the delivery of our Marketing Ideas Sessions over to Zoom video calls. You can book your free slot with us here!

Review your marketing strategy

Creating content, executing campaigns and making your way through your marketing plan is all well and good – but only if it’s generating results. Ideally, you should be reviewing your marketing strategy on a regular basis in order to identify what could be tweaked to encourage more bang for your marketing buck.

Some key areas to review are:

  • Email marketing
  • Social media
  • Paid advertising
  • Conversion rates
  • Google Analytics

So that you can continue to monitor performance consistently, set up reports to monitor conversions (sales, enquiries etc.) in line with individual campaigns. Google Data Studio can help.

Audit your website

In a world where Google’s increasingly stringent requirements can make it difficult to keep up with rules and guidelines, you want to make sure you’re doing all you can to maximise the benefits of your website. An audit will allow you to identify if your website is optimised to achieve your business goals and what areas could be improved upon.

HubSpot’s Website Grader is a great free tool that can help you with your initial assessment and will grade your site on various criteria, including:

  • Website performance – page speed, browser caching, image sizes etc.
  • Mobile optimisation – font sizes, responsiveness and tap targets
  • SEO metrics – meta data, permission to index etc.
  • Security – HTTPS and javascript libraries

Another useful tool is Google Search Console, which helps you to:

  • Confirm that Google can find your site
  • Fix indexing problems
  • Review search traffic
  • Troubleshoot errors
  • Identify backlink sources

Upskill your team

If you’re one of the hundreds of thousands of businesses to sign up to the government’s newly-introduced Coronavirus Job Retention Scheme – or your employees simply find they have more time on their hands during lockdown – consider ways in which you can upskill your team and boost their knowledge.

There are plenty of eLearning courses available for industries of all shapes and sizes, varying from free 20-minute how-to videos to longer, recognised qualifications. Taking the time now to get your employees up-to-scratch will pay dividends in the long-term.

Get involved with local initiatives

Very few companies prioritise community work but demonstrating the conscientious side of your business is actually a simple and effective way to strengthen your brand. Those that do so are more likely to win customer loyalty and even attract talent.

Whether you fundraise for local food banks or the NHS, or even get involved with a volunteer scheme to deliver medication and essentials to vulnerable members of the community, your actions will have a lasting positive impact for months to come.

By using your time wisely, you can ensure your business stays connected and relevant for when life returns to normal. If you’re looking for some help and advice on how to get on top of your marketing whilst working from home, give the TLC team a call on 01962 600147 or email info@tlc-business.co.uk.

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B2B marketing strategy: What marketing methods should you be using in 2020?

Introduction

Every successful business in 2020 should have a marketing strategy. A marketing strategy will define the marketing channels you will use as a business to reach, connect and engage with your customers and prospects to generate leads. The marketing channels you use should be appropriately chosen to get the biggest bang for your buck and specific to your business and the sector you’re in, but also, your choice should take into consideration your goals as a business. Ask yourself what do you want to achieve through your marketing? Is it growing your customer base and expanding your audience? Is it to generate more leads? Or for customer retention purposes? Whatever your aim is, firstly you must have a good understanding of your market, where you sit in that market and who your audience is, in order to identify the right marketing channels for you.

Where do I start?

First-things-first, a review of your competitors will help you to establish your company’s positioning and determine where you sit in the current market. If the market seems very crowded and everyone (including you) looks more or less the same, offering the same products or services, you need to consider how to stand out (in a good way!) and offer something unique to attract your customers, or as we call it – a USP (unique selling point). Whereas, you might discover you operate in a gap in the market, in which case you have something unique that nobody else is offering.

When you have reviewed your competitors and established your position and any USP you might have, you can then identify your target audience. You may have multiple customer profiles that you wish to target for your business, based around different products or services. You will need to consider your audience’s business type, age, gender, location, sector, job role, interests etc., to have a better understanding of what marketing channels you need to introduce into your marketing strategy. Your audience will also determine the type of messaging you use and what your marketing should look like.

You should use your review of your competitors to assess what marketing channels and techniques other businesses are using, as well as to find out which ones they are using well and which are not so effective. For example: what is their website like? Are they publishing new content regularly? Are they using social media? If so, which platforms are they using and how often are they posting? Do they send a newsletter? Have they got re-marketing ads set-up? Do they have pay-per-click adverts on Google? And so on. This will benefit you when you come to planning your marketing strategy and deciding which channels and techniques you should be using or could be doing better on, as well as which ones to avoid.

What’s next?

There are a multitude of effective marketing channels and techniques you can use within the B2B sector to connect with customers and prospects, but before you jump into doing all of them at once, you should create a marketing plan and select the channels that are going to be the most cost effective and beneficial for the results you want.

A marketing plan will also help you to plan for the costs and resources associated with each component and establish whether you will need to hire someone or outsource a marketing specialist to help you. Remember, just because one competitor might be doing everything, this does not mean you should and doing so could be a major waste of your time and money. Find what works for your business.

Some examples of marketing channels to consider for your 2020 strategy

To explain further, we’ll be putting together a series of informative blogs focusing on different marketing channels you could consider, including website & content creation, all things Google (SEO, paid search and remarketing), email marketing & telemarketing, social media and last but not least offline advertising and direct mail.

Keep an eye out on our blog and follow us on social media to make sure you don’t miss which channels will be best for you, to help you deliver your 2020 marketing strategy!

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The TLC Business Annual Marketing Lunch 2020

Essential Marketing Insights for SMEs ‘How to get the most out of your marketing buck’.

It’s that time of year again for the TLC Business Annual Marketing Lunch, where we will be providing SMEs in Hampshire with useful insights, tips, guidance and advice around how to get the most from their marketing budget in the year ahead.

This year’s free annual marketing seminar will be held at the Holiday Inn Winchester on Thursday 13th February 2020 from 12pm-2pm. Full details of the event can be found below but if you have any questions, please do not hesitate to contact us.

Spaces for this event are limited, therefore you must book your place in advance to confirm your attendance.

You can book your place here.

Please note: this event is not eligible for other marketing or creative agencies.

Event details:

Date: Thursday 13th February 2020
Time: 12pm – 2pm
Location: The Monarch Suite, Holiday Inn Winchester, Telegraph Way, Morn Hill, Winchester, Hampshire, SO21 1HZ
Refreshments: Buffet lunch & refreshments provided
Price: Free

Topics we’ll cover:

– Social media – how to make it work for your business
– PPC (Pay per click advertising) – why it is an important part of your marketing mix
– SEO (Search engine optimisation) – the fundamentals
– Email marketing – is it still relevant?
– Content – what should we be creating?
– How to stand out from the crowd
– How can I find out what is working?

We hope to see you there!

 

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Which social media platform is right for your business?

Social media marketing was at the forefront of many businesses’ marketing strategy in 2018, with over 3 billion people worldwide using social media each month. That’s a whopping 42% of the total global population! It’s no wonder businesses are incorporating it into their marketing mix.

Social networks are still attracting more and more users each day; in fact every second, 11 people use social media for the first time. So with uptake figures like these, alongside the global growth of smart phones users and wider internet access, social media as a global phenomenon is not going away. With 9 out of 10 social media users preferring to access their chosen social media platform on mobile devices and the number of mobile phone users in the world expected to pass the 5 billion mark this year, it is clear businesses, if they haven’t already, are going to have to re-align their marketing towards a mobile-driven society, of which social media usage is at its heart.

As consumers, we should all be familiar with YouTube, Facebook, Instagram, Snapchat, Twitter, LinkedIn and Pinterest. We may not use all of them, but the majority of us have at least heard of them or have a good enough idea of what they do. These are the big names in social media, but of course there are others that exist.

Each social media network has its own strengths and weaknesses and different ways in which they are used by their audiences. That’s why businesses need to make informed decisions on what social media channels they use in their marketing mix, and how to use them most effectively, to ensure they leverage each platforms’ unique strengths. To help, we at TLC Business have put together some stats to help you determine which platforms are right for your business and how you can use them to their full potential.

 

Facebook

On average, there are 44 million active users on Facebook in the UK, 52% of which are female and 48% male. The largest age bracket is 25-34 year olds, followed by 18-24 year olds; however, more mature audiences are embracing Facebook. 83% of parents on Facebook are ‘friending’ their children and the number of users aged 65 and above, increased by almost 20% in the last 1-2 years. 13-17 year olds make up the lowest percentage of users on Facebook; determining it is not the recommended platform if you are targeting millennials.

Facebook is designed for sharing videos, blog posts and curated content. According to Hootsuite, the social media management platform, the best time to post on Facebook is 12pm-3pm on Monday-Friday or 12pm-1pm on the weekends. The recommended number of daily posts depends on your following; but according to HubSpot, if you have less than 10,000 followers you should only post once a day or less, anything more than once a day will result in 60% fewer clicks per post. However, if you have more than 10,000 followers, posting 1-2 times per day results in the most clicks and engagement per post.

 

Twitter

With over 500 million tweets sent every day, Twitter has 326 million users, 500 million monthly visitors and a total of 1.3 billion accounts. Twitter’s users are predominantly males between the ages of 18-24. The platform is one of the best B2B social networks to start conversations with your potential customers or industry experts, but it requires you to be active daily. Engaging content is particularly important on this platform and you should be posting frequently. The recommended amount is between 3-5 tweets a day. Wednesday is considered the best day of the week to post on Twitter and it gets the most usage at 12pm and 5-6pm. The best hours of the day to post are midday, 3pm, 5pm and 6pm and if you’re a B2B company, you’re tweets are more likely to perform better during business hours, whereas B2C companies will experience better engagement on weekends. The majority of people use Twitter to keep up to date with news headlines; therefore, Twitter is the ideal platform for sharing news relevant to your followers; such as company and product announcements. Other types of posts that perform well on Twitter include sharing relevant links, photos, GIFs, infographics and videos. However, posts on Twitter need to be kept short but remain attention-grabbing. There is a limit of 280 characters per post, including the use of hashtags and links, and also a maximum video length of 140 seconds if uploaded directly to Twitter.

 

Instagram

In the UK, there are 21 million active users every month on Instagram. That’s 32% of the UK population! The majority of users are female, 57% compared to 43% male, and the age bracket most prominent is 18-24 year olds, followed by 25-34 year olds. Instagram is said to be the fastest growing social media platform and it is predicted that user growth going forward will consist predominantly of those 35 and older.

Instagram is a platform for sharing photographs or videos to your profile or story; however, last year the Facebook-owned platform also introduced Instagram TV, designed for sharing more lengthy vlog-style videos or movies. Instagram audiences appreciate high-quality, aesthetically-pleasing imagery and videos; which are thoughtfully composed and presented. For businesses, the posts which receive the best engagement are product photos, behind-the-scenes shots and motivational or inspiring quotes. The platform is typically used by more B2C companies who want to reach their consumers and build their following; however, for B2B markets it is a great tool for sharing industry relevant content and showcasing company culture. According to HubSpot, the best times of day to post on Instagram are Monday and Thursday at 2am, 8-9am or at 5pm. Posts get more reach and engagement outside of work hours and you should avoid posting between 3pm-4pm. However, when it comes to video, posts at 9pm receive 34% more interactions. The recommended daily amount of posts is between 1-2 per day, providing it is high-quality content.

 

LinkedIn

LinkedIn is targeted at professionals and is designed for business-related content. With over 500 million members, LinkedIn is an ideal platform for establishing connections with fellow professionals, as well as promoting product launches and company announcements. Over 24 million companies have created LinkedIn pages, making it the ideal network for B2B businesses looking to reach stakeholders and decision makers. LinkedIn is used mainly by people with higher paying jobs, with 45% of people earning over $75K per annum, compared to just 13% of those earning under $30K. The average CEO has 930 LinkedIn connections. Posting once a day during the working week is recommended to reach at least 60% of your audience, and according to HubSpot, the best days to post are Tuesday, Wednesday and Thursday at 7-8am, 12pm or 5-6pm. Professionals are more likely to read LinkedIn content in the morning during a work commute. The best content for a LinkedIn company page is career and recruitment information, company culture, quotes, thought pieces from employees, including their experience working for the company, company achievements and organisation announcements. LinkedIn content, on both company and personal pages, should remain work-related and professional, and personal profiles can be used to re-share company posts, connect directly with colleagues and other industry professionals.

 

Snapchat

Snapchat is a picture, video sharing and messaging app and has 187 million active daily users. In the UK, 77% of those are under 25; therefore, it is particularly targeted at millennials. Snapchat is used by businesses in a variety of ways. More specifically, B2C organisations use it predominantly to promote or sell a product. There is the snapchat ‘story’ feature; which is used for sharing images or short videos with your followers and is a great way to demonstrate to your audience the day-to-day goings on in your organisation. Stories delete themselves after 24hrs, but portions of the story can be deleted at any time. There are also multiple advertising tools available within the platform, including ‘snap ads’ which are 10-second vertical videos, to geo-filters and lenses; which allow users to access a snapchat filter and take a selfie with it. The recommended time to post on Snapchat is between 10pm-1am, as this is when traffic is the highest and 4-7 uploads a week is the optimum amount.

 

YouTube

YouTube is the most popular social platform of them all. 1 billion hours of YouTube videos are watched every day and 400 hours of video are uploaded to YouTube every minute. More than half of YouTube video views come from mobile devices and the average viewing session lasts more than 40 minutes. Businesses can use YouTube to upload “how to” and explainer videos, product walkthroughs, interviews with a thought leader, or a direct piece to camera (vlog) discussing what’s happening in the company. If you have content to upload regularly, such as a video series, you should set up a schedule to post at the same day and time every week. However, it is worth bearing in mind that the recommended times to post are Thursdays and Fridays between 12pm-3pm or weekends between 9-11am, as these are the times when there are the most viewers available to watch your videos.

 

Choosing the right social media platform

Developing a social media strategy that targets the right audience, on the right platforms doesn’t have a ‘one size fits all’ approach. A variety of content and scheduling is crucial to getting the most effective results out of social networking and for building your business’ profile. Some social networks may be more fit for your business needs than others. It is certainly not necessary to have a profile on every single one and perhaps more importantly, it can have a negative impact on your brand if you have a social network profile with no posts or that has been dormant for more than a year.

If you’re looking to implement or improve your social media marketing in 2019, TLC Business can help. We have a fully managed social media service that can take care of all of your business’ social media requirements, including developing a strategy, planning and creating content, setting up profiles, growing your followers and engaging with your audience.

To find out more about our social media marketing services, give us a call on 01962 600 147 or email us on info@tlc-business.co.uk.

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Clever Halloween marketing campaigns

In case you’ve missed it over the last few years, Halloween has taken on a lot more commercial significance to businesses and retailers. Heavily influenced by the holiday’s popularity in America, Halloween in the UK has become bigger, spookier and  more important than ever for engaging with customers and prospects. In fact, businesses are even beginning to market Halloween products as early as August; and it seems to be working, with spending surveys highlighting a consistent year-on-year increase in consumer spending associated with the autumnal holiday. It seems that as the schools go back, enthusiastic ‘halloweeners’ take to the shops to find that perfect costume and start preparing for the ghostly festivities. With the eerie holiday just around the corner, TLC Business have taken a look at some of our favourite (and unnerving) Halloween campaigns of recent years. Which is your favourite?

1. Asda

This 1980s themed Halloween commercial for Asda was launched in Autumn 2017. The advert featured a family Halloween party with multiple generations, from kids to the grandparents, dancing freakishly to 1986 hit ‘Word Up’ by Cameo. The advert, entitled “Home For All Things Haunted”, showcased the wide selection of Asda Halloween costumes, cakes, pumpkins and decorations, positioning the supermarket as the go-to store for all Halloween supplies. The advert had a Shazam feature, enabling viewers to scan the ad on their devices; which would then re-direct them to a custom Halloween landing page on their website with their list of holiday-themed products. The campaign also ran alongside social media posts, a radio ad and PR.

2. Burger King

In 2015, the hashtag #GreenPoop became rather popular on Twitter, all down to the Burger King ‘Halloween Whopper’ burger, featuring a suspiciously black bun. The coloured bun trend started in Japan, where they have a variety of unusually coloured burger baps; including pink and red. The Halloween Whopper was brought to UK Burger King stores nationwide for a limited time until October 31st 2015. The black bun, which used a natural colourant, was also BBQ flavoured. As the hashtag that started trending might indicate, it was the burger’s effect on customers’ stools, turning them a funky green colour, that caught the public’s attention. We don’t know what’s spookier, the black bun or the after effects?

3. M&Ms

In 2016, the memorable red and yellow M&Ms featured in a series of TV commercials leading up to Halloween. Employing comical references to trick or treating, red and yellow opted to stay in for fear of getting eaten, but that didn’t stop red eating a yellow M&M and referring to itself as a cannibal. M&Ms’ clever approach to marketing has helped keep the popular chocolate treat going for over 75 years.

4. Topshop

Stranger Things is of one Netflix’s most popular original shows and with their announcement of the Season 2 release date last October, high-street retailer Topshop curated a Stranger Things product line which launched at their Oxford Street flagship store. The store itself was transformed and featured interactive reconstructions of the Stranger Things set, including the Hawkins laboratory manned by actors, where customers could be tested for telekinetic powers by moving a can of coke using the power of their mind. The product line reportedly sold out immediately in store and online, leaving many Stranger Things and Topshop fans disappointed. The release was just in time for Halloween and the store also held exclusive screenings of the show.

5. Fanta

For several years, the Coca-Cola owned brand Fanta has been releasing Halloween-themed cans featuring skulls, witches and vampires in a playful, spooky twist on their iconic branding. In 2017, the campaign also included a series of snapchat filters and lenses, where you could transform yourself into a cracked China Doll or bathe in a bath of blood.

What are some of your favourite Halloween campaigns? Get in touch by emailing us at info@tlc-business.co.uk.

 

 

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