Have you ever had the impression that you’re pursuing your online rivals’ triumphs like you’re playing a virtual game of cat and mouse? It’s time to give up chasing and take charge of the group. Knowing how your competitors operate in the complex world of SEO can help you propel your company to the top. Together, we can simplify rival keyword research and set you up for success.
In a nutshell, competition keyword analysis is SEO done like Sherlock Holmes. It’s the skill of figuring out the keywords your rivals rank for and how they use them to drive traffic. Putting on your detective cap, you may utilise expert SEO strategy to uncover your competitors’ secrets and utilise the information to guide and improve your own SEO efforts.
Imagine having complete awareness of your adversaries’ whereabouts and their forthcoming moves. That would be powerful knowledge, right? In terms of SEO, having this knowledge enables you to:
You must first ascertain your opponent’s identity before you can assess. Consider your digital adversaries as well; they may not even be on your radar now. Think beyond traditional competitors. Look for companies that are listed for the terms you are interested in on the search engine results page (SERP).
Many SEO tools are available that take care of the research for you. Use them to find the top search engines for your keywords and examine their profiles.
An easy Google search will yield a wealth of information. Look up your main keywords and take notice of who comes up most often. These are your principal opponents.
The real game is about to start. It’s time to examine your rivals’ keyword strategies in detail. Recall that knowing the context in which keywords are being used is just as important as just locating them. Here’s how to do it:
Take note of the kind of content that your rivals create. Do they use product pages, blogs, or case studies to focus on particular keywords? How does the quality compare? What’s more, how can you improve upon it?
Examine the headers, meta descriptions, and title tags. They contain a wealth of keyword data. Take note of the prominence, frequency, and seamless integration of keywords on their website.
To determine the relative value of a certain keyword, it is essential to run a backlink analysis and find out which keywords are generating the most links.
With newfound insights, it’s time to inject some zest into your SEO strategy.
Equipped with a keyword list, create content that outperforms those of your rivals in terms of engagement, insight, and overall quality. Make Google think you’re better than your competitors.
Through competition keyword analysis, you can elevate your online presence by finding keyword chances that your rivals have overlooked. Make original content for these keywords to take the lead in the market.
Create a strong backlink strategy by focusing on the same superior websites that link to your competitors, or discover new ones to increase your reach.
SEO requires ongoing care, unlike a slow cooker that can be “set and forget”d. Maintain a close watch on the actions of your rivals and often analyse their strategies, adjusting your own as necessary.
Success in SEO doesn’t come overnight. It’s a continual process of improvement and adaptation. Use Master the Art of Competitor Analysis for Superior SEO Strategy to ensure you’re always one step ahead.
SEO can seem like an insurmountable mountain to climb, but with savvy competitor keyword analysis, you’ve got the best gear to reach the peak. Remember, your objective is not just to match your rivals – it’s to surpass them.
Don’t let complexity deter you; when done correctly, rival keyword research may be a very useful tool in your SEO toolbox. Are You Prepared to Change Your SEO Approach with Competitor Keyword Mastery and Get an Advantage in SEO with Insights into Competitor Keyword Strategies? It’s time to take action!
Even though I’ve provided you with the treasure map, occasionally you still need an experienced guide to show you the route. Fear not—I’m here to help you through the SEO jungle if you find it intimidating to navigate on your own. How about scheduling a discovery call at https://www.bristechtonic.co.uk/discovery-call? Together, we can begin mapping out your path to SEO dominance.
In the ever evolving world of technology, Google stands as a towering titan, shaping the way we navigate the digital universe. Synonymous with search, information and connectivity, there is a reason Google reigns supreme – beneath the surface of its user-friendly interface and instantaneous results lies a complex web of algorithms and artificial intelligence that drives the heart of the technological giant. In this blog, we will take a closer look at how Google is utilising AI to improve upon these algorithms – and the implications such advancements hold for the future landscape of search.
Google has been incorporating elements of AI into its products and services for quite some time. Back in 2014 Google notably acquired DeepMind Technologies, a British Artificial Intelligence company. Doing so brought an array of advanced machine learning capabilities to the search engine giant, who have since infused AI into a wide range of applications, including search algorithms, language processing, image recognition, and more. The company continues to leverage AI to enhance user experiences, improve efficiency, and explore new frontiers in technology. As such, the relationship between Google and AI is one that we expect to see continue and develop for many years to come.
During Google I/O 2023, Google announced that they are striving to make AI “even more helpful for people, for businesses, for communities, for everyone”. Whilst they have been focusing on being an AI-first company for the past 7+ years, 2023 signalled a turning point of sorts in the relationship between Google and Artificial Intelligence. All thanks to the introduction of generative AI.
An example of this is the introduction of “Help me write” in Gmail. Smart Reply (launched in 2017) offered users a range of short responses that you could select with just one click – this was followed by Smart Compose, which offers writing suggestions as you type. In the past year alone, these two tools alone were used over 180 billion times. Now, with a much more powerful generative model of AI, we have Gmail’s “Help me write”. For example, when responding to an email, simply submit a prompt related to the desired email content, and a fully crafted draft will emerge. This sophisticated system adeptly references pertinent details from the initial email where relevant, and provides a comprehensive foundation for your response. This not only constitutes a significant time-saving resource for any professional setting but also underscores the continuous refinement inherent in generative AI. The capacity for improvement over time positions this tool as an invaluable asset in enhancing productivity and communication efficiency within the workplace.
“Help me write” was rolled out in 2023 as part of Google’s Workspace updates – as were a number of other AI driven tools, including a new immersive view for routes in maps, and a new magic editor experience in Google Photos (as well as much more). You can read more about these updates within the Google Workspace Product Announcements.
2023 has also seen one of the biggest visual updates to Google SERPs that we’ve seen in some time – with Google’s Generative AI-powered Search Experience (SGE). You may be inquisitive about the limited information or absence of firsthand encounters with SGE. This could be attributed to the fact that SGE has not yet been officially launched in the United Kingdom. Google SGE was released in May of 2023, but is currently only available in the US on Google Labs (correct at the time of writing, November 2023). So what exactly is Google SGE, you may ask? SGE is a new feature being developed by Google, which will display information in response to a Google search, at the top of SERPs. Whilst you might naturally think that it sounds similar to Featured Snippets, it is much more advanced. Thanks to generative AI, Google SGE has been built to help make searching easier – so you have to do less of the heavy lifting. As google puts it, SGE allows you to “understand a topic faster, to uncover new viewpoints and insights, and to get things done more easily”. Not only can you use Google for searches containing more variants and information, the result you are provided will also be more informative, more descriptive and will even suggest relevant follow-up questions. You can see an example of this, below:
Search query: “If I am travelling to Woolacombe for a holiday with two children, is it best I stay at Woolacombe Bay or Twitchen House?”
Context will be carried over from question to question, to help you more naturally continue your exploration. You’ll also find helpful jumping-off points to web content and a range of perspectives that you can dig into. Whilst this functionality and these AI generated search results are very different from what we’re used to seeing, we only expect more growth and development within SGE, over the coming months and years.
Aside from the developments within Google SGE, another area of AI being discussed near the end of 2023 and most likely to be a popular topic of discussion in 2024 is cybersecurity. Last month, Google Cloud Security Talks took place, marking the 20th anniversary of Cybersecurity Awareness Month. A key discussion as part of these talks surrounds the Google Cloud Security AI Workbench and Duet AI – two tools with the ability to help address pervasive and fundamental security challenges: the exponential growth in threats, the toil it takes for security teams to achieve desired outcomes, and the chronic shortage of security talent. It is incredibly interesting to see Google increase the use of AI in combating cybersecurity threats, as they have also warned of the potential for cyber criminals to significantly enhance the effectiveness and scale of cyber attacks in 2024, using AI. So whilst AI appears to be part of the solution, according to Google it could also be part of the problem.
In terms of SEO, Google Bard is also likely to see massive developments in 2024. Bard is Google’s own AI language model, created to hold an informative conversation with the end user. Whilst early adopters of these language models appeared to prefer ChatGPT, Bard is becoming increasingly popular in the world of SEO – and planned developments for the coming months such as integration with Google Assistant only add to the buzz and excitement surrounding the AI tool.
In order to stay up to date with the latest developments, and to monitor the impact of Google SGE in 2024, make sure you regularly check out our Varn Insights. In an upcoming post, we will be exploring SGE in more detail, as well as looking at how it impacts Google Shopping, Google Ads and more. We will also take a closer look at the specific data being pulled into SGE SERPs by Google, uncovering the potential of generative AI in search before it reaches the UK (hopefully by some time in 2024). Keep an eye on our blog or sign up to our newsletter today, to stay in the loop.
B2B and corporate PR and communications specialists, AMBITIOUS is closing 2023 by celebrating two new strategic hires and seven new business wins to round off a year of solid growth for the firm.
With the agency expanding to 27 staff and on track to meet its £1.65 million revenue target, AMBITIOUS has secured its position as one of the largest independent PR agencies in Bristol and the Southwest.
Sarah Woodhouse, Director, AMBITIOUS, said: ‘This year we’ve seen the same challenges as other agencies with a lag between briefs being awarded and work then starting but we’ve had a strong new business pipeline. The ink has dried on seven new contracts in the last quarter of this year alone and together with strong client retention, puts us in a strong position for 2024.”
Based on Oakfield Road in Clifton, the agency has grown from strength to strength with new retained clientsincluding Tunstall Healthcare Group, GlobalGiving UK, Harley Row Clinic, and a short project with UCAS.
Further growth also came from the agency’s existing client base expanding their remit.
Sarah Woodhouse explains, “CEOs are striving to build trust signals with customers and prospects, driving up the need for third-party endorsement. We’re seeing growth from organisations that want to build understanding and earn these trust signals from a range of audiences – and we have a key role in driving these strategic communications. We’ve also seen uptake for our work supporting companies to integrate their marketing and PR efforts.”
AMBITIOUS has made two key hires since September, in addition to four hires made earlier this year. Maria Dickson joins as Marketing Director, a newly created role signalling the agency’s commitment to more integrated campaign activations. She’ll also be leading the agency’s marketing strategy as it looks to expand. Chloe Tonkin also joins as a senior PR consultant and copywriter to support the firm’s growth.
With over 12 years of experience working in award-winning communications agencies and most recently leading all national marketing and social media for Girlguiding, Maria Dickson is a seasoned marketer. Having led UK and global agency teams across consumer, pharma and not-for-profit sectors she has extensive experience in developing and implementing integrated strategies. Her career includes roles at Pegasus (now Evoke Mind + Matter) and Edelman, working with clients such as GSK, Bayer and EIT Health. For the last four years, she led all marketing and campaigns at Girlguiding, including a new brand rollout – the largest in the organisation’s 113 year history.
Chloe Tonkin has over ten years working agency-side across B2C and B2B-focused sectors, in both the UK and New Zealand. Her experience spans technology, FMCG, healthcare, and beyond. She’s worked on campaigns for big-name clients including Samsung, American Express, HSBC, Specsavers, and Unilever. Her primary area of expertise is in traditional earned PR and media relations, but she also has extensive experience in running influencer programmes for clients like Samsung and Dove.
Lis Anderson, Founder & Director, AMBITIOUS, said: “We’re excited to grow our team again this year and welcome Maria and Chloe into the fold. They each bring a wealth of experience to complement our existing team, ensuring that we can deliver the best possible service to clients as we look ahead to 2024.”
“Ensuring we have a happy and healthy team is of utmost importance to us. We’re proud of our growing team and a record of 3.5 years with no staff attrition – a testament to our team culture. We’re excited about the year ahead.”
Interested in working for or with AMBITIOUS? Please email Sarah or Lis at [email protected]
Against a backdrop of new working dynamics and AI advances, a new McCann Synergy study explores the ‘Truth About Work,’ and how organisations can use their own brand platforms to give staff a greater sense of purpose.
A new global study from employee engagement agency McCann Synergy, in partnership with McCann Worldgroup, has revealed that 61% of workers think that if their job disappeared no one would notice.
Previewing the findings at an event in partnership with LinkedIn in London last month, the ‘Truth About Work’ study drew on a survey of over 19,000 people across 18 markets, to reveal a range of insights including an imperative for work that is not just functional but personal, intentional, and deeply aligned with the values and dedication organisations extend to their customers.
The world of work has undergone a radical transformation in recent years from hybrid working to the influx of ChatGPT, but with 61% of young people planning to change jobs in the next two years, retention is the new truth to tackle. Creating employer brand experiences that engage employees – mirroring the quality and delivery of EX and CX – will help brands unlock growth and retain employees.
Nicky Clark, Client Director at McCann Synergy, said: “Our study reinforces the critical need for organisations to realign their brand purpose with the everyday lives of their workforce. When employees understand the connection between their role and a company’s mission, the impact is transformative. As an employee engagement consultancy, we find that working with leaders that recognise the value of a strong workplace culture is a real game changer – when brands get this right, employees flourish, innovation grows and organisations are more successful.”
Fernando Fascioli, President, McCann Worldgroup Europe & UK, added: “Organisations thrive when they put their customers and employees at the heart of all they do. As a creative network, McCann Worldgroup’s mission is to help clients unleash their brand purpose to earn a meaningful role in people’s lives. To remain competitive brands must extend this ethos to their employees and create brand experiences that can engage, delight, and drive a sense of shared purpose.”
Connecting to brand purpose has always been an external customer driver and the need for purpose is widely seen as business critical across the advertising industry. Between 2012 and 2022 the importance of brand purpose in Cannes Grand Prix wins increased by 71%. However, brand purpose has become decoupled from the lives of the people who build the brands from the inside, and 1 in 2 employees globally believe their job feels pointless.
McCann Worldgroup partnered with LinkedIn, the world’s premier professional network, who have been at the forefront of the future of work and employer branding to launch their Truth About Work study. At the event in London, they were joined by panelists Joe Ryle, Director of the 4-Day Week Campaign and Media & Comms Lead at Autonomy; Stephen Adeoye “Corporate Steve” TikToker and Founder & CEO of Beyond Education; Kate Waterfall Hill, Leadership Coach and Tiktok Creator; and LinkedIn’s James Gill, to explore how brands can use their brand platforms to amplify and energize their employee experience and engagement strategies.
James Gill, Senior Director – Head of Agency Development & Marketer Education at LinkedIn EMEA & LATAM commented: “In a world that is constantly evolving, it’s crucial for us to embrace change, adapt to new realities, and envision the possibilities ahead. Our approach to life, work, and growth have fundamentally shifted in the wake of the pandemic.
“At LinkedIn, we recognise the profound impact of these changes and we’re delighted to collaborate with McCann Worldgroup to explore the future of meaningful and impactful work, and shine a spotlight on the importance of adaptability, reskilling, and life-work balance in the future of work.
Although working culture and talent retention might feel like buzz words, employees who said they understood how their role fitted into their company’s mission were most likely to rate themselves as 1.7x happier. They also self-rated themselves as 1.6x more productive, showing that engaging employees can have a big impact on company profitability. In a time of constant change, employers who harness their brand platforms internally will create a culture of purpose and productivity that will support their employees and customers alike.
For full details, click here: www.mccannworldgroup.com/about/truth. For more information on McCann Synergy, visit: www.mccannsynergy.com
Halo continues to strengthen its strategic offer with the appointment of Matt Crisp.
Matt is a leading creative and strategic thinker, bringing with him brand and commercial management experience from his 9 years at Diageo. He subsequently was MD of Brave, one of the UK’s leading independent creative agencies, growing global brands such as Fever Tree, Adidas, Panasonic and Green & Black’s.
Matt moved from agency life to take on a number of private and public sector advisory roles in smart cities, technology, media and mobility, with a track record in building high growth companies.
Matt will work alongside Halo’s teams and clients to develop insightful strategies and effective creative solutions to improve business performance and audience experience.
Hannah Williams, Halo’s recently appointed MD, says, “we’re thrilled to bring Matt’s level of expertise into Halo at this pivotal point in our agency’s growth. Matt’s appointment will help ignite our 2024 ambitions and build on the excellence of our strategic capabilities”.
Nick Ellis, Creative Partner and Halo co-founder says, “We’ve known Matt for over 10 years and in that time we’ve created significant work for retailer clients and FMCG brands together. Matt joining the team full-time is a natural move for us, and underlines our commitment to further strengthen and grow our strategy practice”.
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About Halo
Halo is a full-service, independent brand agency, partnering with household names evolving and renewing their propositions, challengers disrupting the status quo and start-ups beginning the journey.
We develop strategies to deliver a competitive edge and physical & digital experiences that connect with audiences on-screen and in-person; making sure brands are recognised, remembered and encouraging action.
With joined-up thinking & inspiring, creative energy, we improve audience experience and ultimately business performance.
halostudio.love
Phoenix Wharf created a candy-coloured fantasia at the Bradford site. The hospitality outlet was funded by investment from the show’s host, Lord Sugar, now also a partner in the business. The 144 sq m, 55-cover, sit-down ‘Oh So Yum!’ dessert parlour is the flagship for the brand, set to ‘take over the dessert world’. The immersive, ‘wow factor’ space, is inspired by Harpreet’s desire for a clean-lined, Willy Wonka-style interior experience.
A big thank you to the project team and Harpreet Kaur for helping to make the project come to life.
You can view the project entry on the Better Future London Design Awards here.
What’s on your Christmas list 🎁. Nailing your new business strategy so you are confident in achieving your 2024 targets 🚀is probably very high.
So in the spirit of Christmas and to broaden my network I would like to offer 1hr free of charge consultancy to agency founders, CEO’s or senior new business folk. A chance to validate your thoughts and pick my brains. I have 6🎄FREE 🎄1hr new business strategy sessions up for grabs.
I can’t promise mince pies but you will leave with an actionable plan to kick start your new business strategy and get you on the right track to deliver your 2024 targets.
😃 I’m excited for these sessions so please message me to book in your free 1hr session 🤶
Short-form social media video content is short, snappy, informative, or humorous videos that are posted on social media by brands and businesses to gain the attention of their target audience. The ideal sweet spot is somewhere between 30 – 60 seconds.
So why is it important to utilise this type of video content as a business on social media?
It’s a proven way to reach new audiences by incorporating it into a multi-media social media strategy. Plus, it’s a cheaper way to reach new audiences if you are currently operating on a limited budget and can’t yet afford to outsource to an agency or hire a marketing team. Whilst it may not promise the same reach and consistent results as running correctly optimised ads, these ads rely on a solid foundation of organic social media content to be successful- and this content will benefit from short-form video content!
But as great as that all sounds, what if you are a time-short business owner, or just have limited experience when it comes to social media content creation?
We’ve compiled our top 3 favourite video and reel / TikTok editing apps to help you create post-worthy content whilst saving time. They are all affordable and easy to use, with plenty of features and video templates to use.
Pros:
Cons:
Pros:
Cons:
Pros:
Cons:
If you are just starting out and need an app for some basic video editing, it probably won’t make a difference which one you use. They are all fairly cheap, and CapCut is completely free. Once you become more confident and decide to replicate specific social media trends or look for specific video editing features, transitions, or filters, it’s likely you will find one of the above suits your business better.
Thankfully, they all at least offer a free version or free trial to test out the app before investing in a monthly subscription.
Trusty Social is a social media marketing and management agency. We work with busy businesses to improve their online presence through social media, while positively impacting the world and donating 3% of our profits to social justice initiatives each year. Find out more by visiting here and get in touch with us here!
Google gathered in Dublin earlier this month for its latest Partner Summit. With an emphasis on AI-first marketing, the keynote talks were indicative of the huge shift towards automation in the digital marketing landscape. We have compiled a handy review of the main takeaways from the event, with some insights on how Google views the future of AI and its products.
The tech giant has a big belief that harnessing AI makes computing and information more accessible for users. They also believe that the pivot to AI-first strategies is the most significant shift in digital marketing since the move to mobile. And it’s forecasting that the advertisers who embrace this change, harnessing AI’s full potential, are poised to dominate their spaces.
With multiple channels and touchpoints available to customers today, engagement is becoming increasingly complex. Traditional manual data processing methods are struggling to keep up, which is where AI steps in. Google highlighted the marked improvement in campaign performance when utilising AI – a whopping 20% improvement in results, which jumps to 35% when combined with human expertise on top. They still need us! For now.
Google sees the new frontier as having three main challenges;
Skills – they promise to support their Partners, helping to upskill our teams.
Data quality – Google believes AI is the answer to data quality issues.
Testing – their teams have been busy testing and they noted that the pairing of PMax and Search resulted in an impressive 18% incremental performance boost to campaigns. They see testing on accounts as a major route to success.
There’s a considerable rise in user privacy sentiment, 85% of users want their online activity to be private, but they also want it to be free – with 75% saying they prefer not to pay. And with 75% of the global population expected to fall under privacy laws by the end of this year, the emphasis on privacy has never been higher. Google stressed that consented data is the fuel for AI. there was a particular focus on ensuring user trust and acquiring proper consent. They stressed the necessity for web banners seeking user consent.
The phasing-out of third-party cookies demands a new approach to data collection and measurement. Google will use AI and first party data to fill in the gaps and predict measurement. GA4, and the use of Google Tag (g-tag) offers heightened privacy so this was an important evolution for Google.
The role of social media marketers has become increasingly intricate, balancing new platforms, ad fatigue, and stagnated growth. Feeds have evolved from places to catch up with friends and family, to entertainment platforms and places to discover products. Notably, Google believes that Youtube creators have emerged as a trusted source, with surveys citing 98% more credibility in Youtubers than creators on other platforms.
The changing dynamics of online shopping journeys are redefining how marketers approach marketing campaigns. The messy middle has got really messy.
Google unveiled a new(ish) campaign type – Demand Gen (repackaged Discovery Ads with new features?) . This multi-format product, which serves both images and video in a single campaign type, displays across Youtube, Shorts, Discovery, and Gmail. Google wants to highlight it’s access to well-defined audiences for Demand Gen, utilising search data to leverage specific user intentions. Uploading first-party data into Google to create lookalike groups can significantly enhance audience targeting.
A suite of tools has been introduced to make the ad creation process smoother. Converting landscape videos into portrait format, A/B experimentation for assets and an intuitive ad creation flow with live previews are among the many tools available in the new Demand Gen product. In addition, Max Click bidding strategy is a notable new feature, likely to be a game-changer for many awareness campaigns.
The big takeaway:
The Partners Summit in Dublin was a clarion call from Google for agencies and businesses to lean into the future – a future powered by AI, but with an unwavering focus on privacy and user experience. At Varn, we’ll be working to integrate these insights into our accounts, ensuring our clients stay ahead of the curve in this rapidly evolving AI age.
[This article originally appeared on LinkedIn here].
9 years ago this week I accepted a role to join Dan Fallon and team at a small independent PPC Agency in Bath called SearchStar. The best career decision I’ve made (so far!).
4 and ½ years later we signed the paperwork to sell the Agency to a much larger corporate.
At the time of writing, that was 4 and ½ years ago (quick maths).
Recently, noticing this symmetry and feeling a little nostalgic, I’ve been telling stories about our time there to anyone who’ll listen. Especially the things I think made SearchStar a success*. I thought I’d write them all down (so I don’t forget) and share them (just in case they’re of use to someone else).
To keep the symmetry, there are 9 lessons learned.
See if you can spot the theme that connects them all.
It’s important to stress here, these are the things I think made SearchStar a success. Others may think differently, however, still being good friends with the old leadership team, I’ve shared this with them and they all broadly agree.
It’s also important to stress that the Agency was already doing well and had an excellent reputation when I joined. This is my take on what we put in place to build on those foundations.
I think these lessons largely apply to anyone running a small to mid-sized service or consultancy organisation.
SearchStar team, do you agree? Agency owners, does this resonate? Clients, is this what you’d expect in your Agency?
1) Build a senior team to challenge you: Founders can’t do it on their own. You need to be confident investing in capable senior people who will challenge your thinking. Dan very smartly put together a Leadership team comprised of talented people like Donna Moore, stephanie iles, Edward Arnall-Culliford and Emma Chun, who I was very lucky to work alongside. We not only had different skills, but we had different characters, views and experience. Luckily we all got on well too. Ultimately Dan had the final say but he allowed the team to challenge his thinking; I was a part of many discussions which resulted in more balanced decisions as a collective.
2) Promote from within: If you’re growing a business you need great people in that business to do a great job. Once you’ve found that talent you need to hold onto it. We’d occasionally recruit externally (the rate of growth demanded it) but, whenever we could, we’d find ways to promote people internally. Hesitate at this and the talent will leave. Do it quickly and the talent will repay the investment. Loyal stars like Laura Pinney, Jo Phillips, Hannah Miller, Jack Sladek, Vicky Cridland and Ian Batten are testament to that.
3) Share responsibility: Once you’ve got talented, capable people working for you, leave them to get on with their jobs. Don’t micromanage them. Don’t force them to follow rigorous processes. Don’t treat them like robots. But do provide them with an idea of how you think “great work” is achieved and let them find their own way of delivering to the same standard. That way, every single member of the team can find a way of adding value, in a way that works for them.
4) Share the reward: If you’re sharing the responsibility, you should share the reward. Not just by paying a salary, but by rewarding the success of being a profitable, growing business. Dan made the more senior people in the business shareholders, a few others had share “options” and everyone shared the profit (either through dividends or a 6-monthly performance related bonus). The impact of this on-going collective reward was a huge factor in us achieving our goals.
5) Have a clear business development system: We had great Sales & Marketing people (I’m looking at you Donna, Staph and Nick Livermore) and they put some great tactics in place (anyone old prospects remember Steph randomly dropping in to see them to deliver mince pies?!). But more importantly we had a great pipeline strategy. I won’t detail it here (ask me in person) but it was essentially:
Content > Target Prospects > Quality Events > Free Health Check > New client
6) Offer high quality “supplementary” services: You need to be clear on your core service offering – in our case it was performance media – and you shouldn’t dilute this (personally I’m not a fan of “full service agencies”). However, that doesn’t mean you can’t offer supplementary services that
For us those services were Conversion Optimisation, Analytics and Programmatic Display delivered by incredible specialists like Jarrah Hemmant, Jamie Willmott, Jon Boon and Rob Langan.
7) Demonstrate value to clients: Don’t get sucked into charging for time, or outputs, or dashboards, or, worse still, performance related fees. Instead, focus on understanding what challenges your client has and demonstrate that you’re finding solutions and providing insights. Clients’ businesses will be more successful if you’re providing them with this sort of value. And if it’s impactful enough, they won’t care how long it took you or how well it was presented in the report. (This is even more critical now, as Automation and AI increase the need for the “person” to add meaningful value).
8) Keep communication balanced: It’s important to be open with what’s happening in the business and what’s steering decisions. But that doesn’t mean you have to share everything. We’d share everything amongst the Senior Leadership Team, share most things with the Managers and Team Heads and regularly give business status updates to the entire team provided there was something interesting or relevant to share. I’m not sure it’s possible to get this exactly right, but I’m pretty confident that sharing everything with everyone is unnecessary and hiding important things breaks trust.
9) Don’t dictate the Culture and Values: If you asked 10 employees what the SearchStar culture was, I think you’d get 10 slightly different answers. If you asked them what the SearchStar values were I think they’d probably struggle to give an answer at all! However, I think the vast majority of people who worked at SearchStar would say that it was a fun place to work where people supported each other and built genuine friendships (in fact, 4 different SearchStar couples are now married!).
Ultimately I think we fostered an environment where people truly cared.
The sense of shared responsibility and reward meant we let people be grown-ups, so the culture developed organically. The annual Christmas trip abroad was the closest thing to tangibly represent our “culture” (memorable times in Berlin, Reykjavik and Dublin!).
We were pretty relaxed about the leaving it to develop naturally then, but I think it’s probably much more important now – with a significant share of people working remotely – for the leadership team to steer the culture and be very clear on values, in order to achieve collective goals.
That sums up what I think were the key ingredients.
Did you spot the theme?
There isn’t a specific decision or strategy that was responsible for our growth, but I think there’s a clear link between the things I’ve outlined above:
The People.
There are lots of other things I could mention and I’ve probably forgotten some others, but these are the elements that I feel played the most significant part in our success. We had some support from amazing clients and suppliers too, but I’ve focused on the internal aspects for which we had most control.
It’s testament to what a great bunch of people we had at SearchStar that alumni include the likes of:
I’m delighted and proud to watch them flourish knowing that the successful time we had together provided them with a brilliant launchpad to what they’re doing now.
If I haven’t mentioned you in this post, sorry. It’s not because I don’t think you played your part, it’s just that I can’t mention everyone!
*What do I mean by “success”? SearchStar was founded in 2005 in Bath (UK) by Dan Fallon as a pure play PPC Agency. It grew to become a 60 person Digital Agency specialising in Paid Search, Paid Social, Programmatic, Conversion Optimisation and Analytics. Through the 5 year period mentioned above: Revenue grew 25-35% YoY, we smashed through the much sought after “£1mn” profit mark, the team grew from 18 to 60, we won & retained multiple DRUM awards, worked for organisations like Danone, Mars, National Trust and Intrepid Travel and sold for a healthy valuation that many would be envious of. In my opinion, this qualifies as “success”. 😊
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