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Avon sharing

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Perhaps the phrase ‘Avon calling’ is something for a certain generation here at the Smart Cow office, but with a quick google of the term then you’ll see a raft of adverts from the iconic Mad Men era of the 1950’s. The company itself is over 130 years old and now pitting itself against the big players to keep its place in the beauty market. The Drum magazine has recently interviewed the company to find out how it is rebranding itself for the Instagram generation to compete for its market share.

So, how has a brand synonymous with door to door selling entered the digital age? An app for starters. Potential customers can connect with a representative via the app.  Avon is taking on the Instagram influencers and creating its own bank through its representatives. Take a look at the full article in The Drum.

We certainly think this is a genius move and makes absolute sense. The door to door salesman is now our social media networks.

If you’re looking for some help with your digital marketing strategy and using social media, then get in touch with us to chat through your idea.

Digital marketing tips for the construction sector

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Digital marketing can help raise awareness about your construction business through timely and newsworthy content, social media and email marketing.

Search Engine Optimisation (SEO)

SEO is a collection of different ways to boost your website to be found easier on a search engine. It means creating fresh content full of key words relating to your sector, from ‘construction’, ‘contracting’, ‘contractor’ #constructionsite’ through to specialism such as ‘scaffolding’, ‘mechanical”, “electrical’ etc. It is also important for small businesses to create a catchment area, this is key to being recognised on a search engine in relation to the location, so be sure to add in areas such as Surrey and Croydon and share images and case studies of the work you have completed in the area. As an inbound marketing agency, SEO is something we’re proficient in so for more details get in touch.

Pay Per Click (PPC)

The online construction market is very competitive so what often comes with SEO is investment in a Pay Per Click campaign. This means you pay to have tailored campaigns which appear as ads on a search engine or social media platform of your choice when you have used specific keywords that your potential customers are using. What this does is allow a wider audience to visit your website which in time helps with SEO and improvement in search rankings. We can make these campaigns specific to your construction business in Surrey, Croydon and the surrounding areas.

Social Media Marketing

There are many social media channels out there all with millions of users, so it is important to start engaging on some of these platforms. Having a social media account allows you to engage with potential clients. For a construction firm we would suggest a focus on Twitter and LinkedIn.

Email Marketing

Email marketing can help keep your customer base informed of services. Email marketing is looked at as being out dated and inefficient, however it seems to be the leading source of revenue for companies, so be sure to consider its benefits for your business. At Smart Cow we use Constant Contact as a way of distributing email marketing.

Digital Marketing in Construction Industry 

For more insight and guidance into digital marketing in the construction industry get in contact with Smart Cow via our website and find out what we can do for you construction business

Raising brand awareness on social media

Raising brand awareness on Instagram

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Instagram is a social media platform where you can share photos and videos about your business to your audience. Photos and videos are quick to convey messages, and easily understood by everyone; as the famous saying goes: ‘A picture is worth a thousand words.’ Instagram allows you to like posts, so getting your audience to follow, engage and like your posts will increase brand awareness, giving your business the boost, it needs.

We’ve complied five top tips on how to increase your like ratings:

1. High quality photos/videos! The main purpose of Instagram is sharing photos and videos, so of course take time in choosing and editing what to post. Instagram has an edit option before you post. Make sure they are looking good and relevant to your business. Typing ‘photo editor’ into your Appstore will give you hundreds of editor app options.

2. Attention grabbing captions! Once the post entices people in, the next thing to look at is the caption. Make sure that it is clear and interesting to read, perhaps giving context to the photo/video, or directing your audience to the ‘bio’ for a link to your webpage.

3. Use the hashtag! Hashtags mean your posts can reach out to a wider audience. When using a hashtag ensure that they are to the point, relevant to your post and you’re not overusing them.

4. Have a theme! When someone clicks on your profile they will see a grid of all your posts. Making sure your grid looks organised and has a nice aesthetic is appealing to people, and says a lot about your business in the way of co-ordination.

5. Post consistently – without being overwhelming. There is nothing worse then a feed being bombarded with posts from the same company. It is all about striking a balance and posting enough so people recognise and can engage with the post, but not too much that they unfollow you.

Hootsuite*, where we gained our inspiration for this blog, has many other tips on how to increase your Instagram likes and ways to get your business noticed.

Social media agency Croydon

If you need help with your social media marketing, get in touch with Smart Cow today! A reliable digital marketing agency in Croydon, helping you would be a pleasure.

Targeting made easy

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In a survey by Emarsys of 2,000 UK consumers, 41% of respondents said they wouldn’t purchase from a brand again if they received haphazard marketing materials, while 66% say they would ignore all future marketing if a brand sent them hit or miss offers*. With these statistics in mind, what’s key to success is targeted messaging and one of the most important things is to understand your target audience.

Persona

If you haven’t already created a persona about your target audience then now is a good time. Creating a persona allows you to identify what certain traits of your target audience, this can be related to their goals, motivation or challenges they face. In highlighting these key personality traits of your target audience, you become more understanding of what and how they will respond to you, allowing more personalised and targeted messages in your digital marketing campaigns.

Once you find you have a strong understanding of the target audience, you move onto an ‘elevator pitch’; a few lines stating how you could help this potential client, as though you were stuck in an elevator, making it relatively informal, but friendlier, appealing to their persona you have already studied.

Content

Although keeping your website fresh improves your SEO, it isn’t the only thing you can do to ensure good targeted marketing. Here at Smart Cow, we have and will always believe that content is king, therefore the idea of tailored content to audiences in a bespoke manner is clearly a productive use of marketing efforts**. This not only means making content purely for viewers, but also making it easy for viewers to see, for example don’t post an Instagram picture on twitter, as it comes up as just a link. Not only that, but quality content on your website is one of the best ways to start improving your business. An inbound marketing agency like Smart cow would be happy to help with any further enquiries on this topic.

Email Marketing

If, as this research indicates, that 66% of customers would ignore all future marketing efforts after receiving one not targeted at them, can your business really afford to not provide targeted messages? Further industry research has revealed that primarily personalised welcome emails have been 320% more likely to lead to purchases than regular monthly emails***. Therefore a targeted and well thought out email marketing campaign can be more efficient and cost effective than a random email.

If you have any questions about creating a persona or digital marketing for your business, then get in touch today.

Content marketing agency

Talk to us about your content marketing needs and we’ll guide you towards the best combination of channels and strategies to utilise to make you stand out from the crowd. A reliable digital marketing agency in Croydon, Smart Cow will be glad to answer any further questions.

Sources: *econsultancy.com ; **Smart Cow Marketing ; ***Wordstream

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