This year, we have been on a journey with Wall’s developing their new brand comms platform. From working through their strategic challenges, audience insights, and brand proposition we have landed on a brand line to bring their comms together under a single, unifying idea.
With a best-ever recipe, Wall’s continues to do everything it has always done, but now it’s better, not only in terms of quality and taste, but also there’s also a plan for the brand to do more for the people and communities that it serves, by tackling hunger.
When hunger calls, grab a Wall’s!
We have used the new recipe campaign to launch the new line.
With a challenge to use the new recipe story to get sausage rolls into people’s minds and shopping baskets, we developed a high-reach social campaign focused on awareness and consideration.
With 64 layers of moreish flaky pastry and mouthwatering sausage filling, Wall’s sausage rolls are better than ever with their best-ever taste and highest-ever quality. What more do you expect from the nation’s favourite?!
We knew that the creative needed a key focus, for us this was ‘hunger’ – one of the key purchase factors for the product (and brand!) and something we can all relate to.
And so ‘Chomp, chomp, chomp’ was born! A mouthwatering animation that highlights the product’s new recipe as the beautifully photographed sausage roll disappears, one chomp at a time! (Hungry yet?)
The animation uses a warm voiceover and most importantly, ends with our new brand line…
When hunger calls, Grab a Wall’s
The campaign is live on Facebook, Instagram and YouTube currently stopping thumbs and grabbing attention as we speak!
You’ll be seeing more of this line in months to come as we have lots of exciting things coming your way…. Watch this space!
Social media can have a direct impact on your website’s visibility on traditional search engines like Google or Bing.
While it doesn’t have the same effect on SEO as with content marketing, social signals such as gaining more followers, likes, shares and retweets can increase your visibility to potential customers by increasing traffic to your site and helping you to rank higher.
In other words, while social media efforts don’t influence SEO directly, they do influence SEO indirectly.
Social media signals are activities that contribute to your page or website’s search engine rankings. Some examples of social signals include likes, shares, retweets and pinning.
Google has never explicitly stated that social signals affect rankings. But there’s no denying that the more traffic you receive through social media networks, the more your material will be shared. This may significantly affect how you rank in Google search results.
The social media platform you choose should be directly related to the type of business you run and your marketing objectives. It should also be determined by where your target audience prefers to spend their time. However, in terms of SEO functionality, the following social media and digital marketing networks offer several advantages:
We’ve established how social media impacts SEO. Now, we can look at ways to boost SEO through social media marketing. Here are four social media algorithms and SEO tips to help boost SEO on social media.
Did you know that social media profiles are frequently shown among the top search results?
Up 75% of customers use social media to evaluate brands before making a purchase. They look for reviews, genuine recommendations, inspiration, high-quality images and brand information. As a result, social media profiles should be optimised as part of your SEO strategy.
Optimised social media profiles can drive your target audience to your account and convert them into customers. Your goal is to make all your content accessible. Here are some easy ways of optimising your social profiles to get results:
Good social media profiles increase trust by giving your brand authenticity. They should be able to teach your target audience everything they need to know about your company in a matter of seconds. Your profile should sound natural, honest and carefully written, and it should showcase your own personality.
Creating and releasing high-quality content is crucial for social SEO.
It can enhance organic web traffic back to your website, improve search visibility and assist you in obtaining quality backlinks.
By distributing long-form content such as a high-quality blog post, written with specific keywords via your social platforms, you can encourage your social media followers to share your content further. This will boost your content marketing strategy and strengthen your social signals by amplifying reach through social SEO.
Be wary though, using too many keywords, otherwise known as keyword stuffing, can be frowned upon by traditional search engines and may have a negative impact on your online visibility.
Traditional SEO stands you in good stead when you aim to create valuable content based on a customer’s needs, so be sure to stick to the most relevant and important keyword clusters.
Search engines and shareable content go together like bread and butter. The more people that engage with and share your content, the wider reach you’ll have on keyword search pages and the better your social media visibility. You’ll also generate more backlinks, or inbound links, and enhance brand recognition.
When you publish content that your audience will want to share, it can help Google with the indexation of relevant searches for your posts. This can lead to more organic search traffic and better Google rankings.
Did you know that the images you upload to your social media accounts can actually make a difference to your social SEO? The act of making the images you publish with your social media posts as SEO-friendly as possible is referred to as image optimisation.
Optimising the images across your social media platforms can improve user experience. Search algorithms also tend to prioritise the images that follow best practices, meaning you could appear higher up in search results, improve website traffic and reach more potential customers.
Here’s how you do it:
Image optimisation across all your social networks is a simple technique that may make a major difference in your social media marketing efforts.
A high-quality image will also boost your overall social media performance. It can improve the appearance of your brand by making it more appealing, intelligible, relatable, and memorable.
One strong tactic for improving your social SEO and social media strategy is to use social listening. This is the process of monitoring online conversations on major social platforms and media networks to learn what your audience is saying about you. It’s also a great way to keep track of your competitors.
Social listening can help you find opportunities for link-building. You may discover that your brand has been referenced on blogs, forums, Facebook pages or news sites. You can find these mentions using a social media monitoring tool and contact the writers to ask them to include a link to your site.
Social listening is an effective method for conducting audience research and learning what people are talking about in your sector. This will help you in discovering new ways to contact your target audience and increase your social media presence.
Social media helps SEO in several different ways. The best method is always the successful combination of social media and search engine optimization efforts.
Marketers everywhere understand the importance of having a blog on a business website, either for SEO purposes or to provide a valuable information resource for customers and prospects, but one of the biggest barriers to business blogging is finding the time to come up with content and write copy.
Copywriting for a consistent business blog requires time – something most businesses do not have in abundance. Even marketing agencies are often so busy looking after customers, including writing copy for their client’s business blogs, that they don’t have time to update their own. It’s not easy! But it is possible with a little help from a freelance friend.
A great solution for the time-poor is to employ a freelance copywriter. They offer a cost-effective solution to generating consistent copy for your business blog, and the flexibility to tailor a solution to your business. But what do you need to think about before you take this step? What do you need to have in place before employing freelance help?
Implement one point of contact
To get the most out of freelance support, appoint an in-house contact to manage the process. This doesn’t have to be a time-consuming role, in fact with the right freelancer it shouldn’t be, but there does need to be one consistent person to liaise with. And only one! Too many and communication could get messy. With one internal person liaising with the copywriter, all ideas from within the company can be managed and filtered to ensure clear priorities are passed on. It also means the copywriter is clear who they need to supply the finished work to and who to direct any questions to.
Work out an internal process for managing the freelancer
Following on from the idea of having one individual for freelance support to deal with in the company, there should be a clear process in place too. Who is going to come up with the ideas for the blog – internal staff, the freelancer, or both? How will this process be managed – who will the ideas go to and how will they be prioritised? What will happen to the copy supplied? What will the approvals process be and how will you let your copywriter know their work has been signed off? These are all things to think about prior to engagement.
Set communication preferences
It’s worth considering how you want to work with a freelancer before you hire one too. Do you prefer to speak to people on the phone, or would it suit your other commitments better to interact mainly by e-mail? Thinking about this up front will help establish a better relationship and might even help you find the right freelancer for your business in the first place. Clear communication channels are a must for any successful business relationship, and interacting with a freelance copywriter is no different.
Talk about the money up front
As well as considering how the relationship is going to work day-to-day, it is also worth thinking about the payment process up front too. If you want regular work from your business copywriter, you may be able to agree a monthly budget and regular invoicing system for work completed in the previous month. If, however, you are looking for a one-off project, you can expect to pay a deposit up front, with the rest of the payment due on completion. (Read more about ad-hoc Vs consistent blogging here). Whichever path you choose, it’s important to think about your needs, the freelancer’s requirements, a budget for the work you want completed, and discuss payment terms openly before embarking on a relationship to avoid any difficult conversations further down the line.
Employing freelance support of any kind can require a bit of a deep breath if you’re used to doing everything in-house, or if you haven’t used external resources in this way before. But with a little forethought, utilising a flexible third party to pick up the slack from your busy workload can be hugely successful.
Unfold are a design and development agency based in the heart of Bristol. We work with the founders, marketing or technical leads of SMEs, startups and innovative corporates to help them increase revenue and profitability or save them time (or ideally both!).
Over the past five years Unfold has seen a lot of change. We’ve grown as a team, embraced new challenges and opportunities, and welcomed many new clients along the way.
We felt it was time to take a moment to properly reflect on our journey and how we’ve evolved as a business; to understand who we are, why we love doing what we do and how we make a difference to our clients’ businesses.
Today, we are thrilled to share our newly revamped website with you, showcasing our full range of services, the impact we create for our clients, and ultimately the Unfold way of doing.
Unfold started five years ago with the objective of building beautiful, user-centred websites and web apps, which provide exceptional experiences for end-customers and fantastic results for businesses. This mission remains at the heart of what we do, but has evolved significantly as we’ve expanded our expertise, knowledge, team and client base.
As a result our service offering has grown to encompass five key areas:
Our method for analysing and refining concepts, using the latest insights and trends, will show you where the big opportunities lie, reduce risk and produce real results.
Together we define, develop and deliver different design solutions by putting the customers’ needs at the centre of your website.
Our expert team of engineers are experts in dealing with complex requirements and creating intelligent, flexible solutions to match.
We’re serious about growing your business by providing the CRO tools you need to engage and convert higher-quality leads.
We don’t shy away from taking over existing projects and fixing difficult bugs, in fact it has become a core speciality of our team.
Day to day that means we work with the founders, marketing or technical leads of SMEs, startups and innovative corporates to help them increase revenue and profitability or save them time (or ideally both!).
At Unfold we take a user-centred approach to our clients’ work. Meaning that we seek to put the end-customer at the heart of everything we do, from design, right through to development. This approach enables us to produce outstanding and technically complex websites and platforms that have a real impact for customers.
We push boundaries and challenge thinking to transform our clients’ vision into reality. We’re focused on building close, transparent partnerships that drive innovation and achieve shared goals.
We’d love to hear what you think of the new site! Please feel free to get in touch and share your thoughts with us.
Do you have a project in mind or would you like some expert advice? Perhaps you know a friend or colleague that might benefit from working with us? If so get in touch and see how we can help you achieve your goals.
We’re also in the process of expanding our team. If you’re interested in working with us we’d love to hear from you!
And finally, stay updated on the latest news events and valuable resources from our team by following us on LinkedIn and Instagram.
Whether you’re an employer looking to attract and retain the best talent, or a job seeker looking to negotiate a competitive salary, you’re in the right place.
How do the salaries in your workplace compare with industry averages? Take a look into the average pay packets for jobs across Events, Marketing, CRM, Digital, PR and Sales – download the Henry Nicholas’ 2023 salary guide here.
At JMP, are delighted to welcome Matt Joy to our growing team, joining as Managing Partner.
Matt has a wealth of industry experience, having spent more than 10 years in the sports industry, and most recently four years at a strategic brand agency.
His previous roles have included five years as Marketing Manager at Stoke City during their Premier League golden years, before moving south and helping create the Marketing team at Bristol Sport during the rebuild of Ashton Gate. Following that, he spent four years at Mr B & Friends in Bristol.
In regards to his responsibility at JMP, Matt will be a crucial cog in our ability to excel as an agency, offering additional strategic insights and creative campaigns to our clients.
Managing Director Joe Meredith expanded on this.
“It’s a significant role, the biggest addition we’ve ever made to the business,” he said.
“It’s something that I feel we’ve both wanted to happen for a long time. Everything just needed to align. Matt is in a position to elevate the offerings of JMP and I’m really excited to work with him to take JMP to the next level ”
Matt expressed his excitement about what lies ahead, for both himself and JMP.
“I’m really looking forward to it,” he said. “I’ve known Joe since I initially moved to Bristol and how he has grown the agency in that time has been great to see. It’s an exciting time to now get involved and add to the recent successes.
“My role is going to be quite broad but ultimately I will have a real focus on the growth of the agency. First of all to define who we are, our offerings and identify where we can add real value to our clients, both current and new.”
Matt joins our newly-formed Senior Leadership Team, alongside MD Joe and Operations Director Vicki Theobald.
We’re all a little bit obsessed with acquisition; it’s drilled into us from birth and stays with us until the day we die. From Pokémon cards and soft toys to clothes, art and tech – we progress through a natural arc of ownership in our lifetime. The truth is, we usually look to upgrade our belongings before we’ve squeezed every bit of value from our existing ones.
And we’re guilty for doing the same in the marketing bubble: often, we prioritise growing eCRM databases before we engage the contacts that are already in reach. But when acquiring a new customer costs five times more than retaining an existing one, there’s a compelling case for making the most of what we already have in front of us (Invesp, 2018).
It’s easy to forget that existing customers are the ones positioned deeper in the sales funnel. These are the contacts who have already experienced your brand in some capacity; they know the role that you can play in their life. Which begs the question: why have my contacts lapsed? Often, customer apathy is the primary reason for inactivity.
An overworked cliché, but a true one nonetheless, is that your database is a flowerbed, and you’re holding the garden hose. So, for dramatic purposes, let’s imagine we’re in the second week of drought. Your flowers are wilted, and the soil? Bone dry. In your absence, your contacts have become idle and unenthused. Any avid gardener knows that chucking buckets of water on a flowerbed in this state will cause the soil to repel it, instead you should sprinkle the surface lightly to encourage gradual absorption. The same applies for your marketing, if you relentlessly continue to push hard sales-led messaging upon your lapsed eCRM contacts, they will only reject it.
Take a more considered approach. Whether it’s a virtual gift card, an email to a live event, or a simple message to say we haven’t heard from you in a while, a softer approach is the most likely to warm inactive customers to your brand, ahead of overt promotion.
If you’re in a position where you have a chunky list of email addresses, and not a lot else, then it’s time to start building. Whether it’s a poll or survey with a gift or promo code for their next order, this is a great opportunity for you to understand how users are interacting with your brand. But first, you need to be sure of your objectives. Do you want to understand how satisfied customers are with your product? Are you trying to establish the customer pain points to optimise your service offering? Knowing the purpose of your research is fundamental and will help you to structure your questions and analytics accordingly.
Once you have constructed and sent your re-engagement email, the next step is analysing the results. Pay attention to any clear patterns and use them to tag specific customers with common themes. In case you’re not convinced, MailChimp research shows that segmented email campaigns have an open rate that is 14.31% higher than unsegmented campaigns.
Using historic data, it becomes possible for brands to track browsing behaviour, purchase history, and previous engagement to tailor communications from specific customer actions. And doing so holds impact. Over 59% of customers claim that personalised content impacts purchase decisions. In the long run, this can help brands to grow stronger relationships with their customers, increase loyalty, and ultimately drive revenue growth. By identifying and segmenting different groups within your database, it becomes possible for brands to fine tune the content within email sends to resonate more clearly with the audience at hand.
Take Nike, for example, a global conglomerate operating in more than 30 major markets: from sports to lifestyle. A track runner from Osaka and a fashion enthusiast from New Mexico will engage with the same brand in two very different ways. While the runner will be most invested in the performance-related benefits of the garments, the influencer will likely be drawn in by aesthetics, limited edition colourways, and exclusive brand collaborations. This can be reflected in granular segment-specific sends, with tweaked products, ranges, visuals, and tone.
This isn’t to say that marketers should forget about scaling mailing lists. Growing your current book of eCRM contacts and delivering content to your existing audience should happen in tandem, in fact, it’s beneficial. When you are making efforts to re-engage existing contacts, and growing a database simultaneously, you can be safe in the knowledge that you’re doing everything in your power to increase acquisition and retention.
When it comes to customer acquisition, engagement, and retention, we’re experts in the field. Drop us a line today to see how we can leverage email to maximise the value from your contacts, no strings attached.
Discover more industry insights and opinions at saintnicks.uk.com/insights
We are a group of friendly Digital and Tech runners who go for a social jog around Bristol’s wonderful harbour each Wednesday lunchtime at 12.30 from the Lloyd’s amphitheatre. It’s an opportunity to get away from our desks, get some air, and get to know some other people in the tech industry in Bristol.
We’re a super friendly bunch and everyone is welcome, whatever aspect of digital and tech you work in and wherever you work.
Our pace is gentle, it normally takes around 30 minutes to do the 5km loop around the harbour. Nobody gets left behind – ever! It’s totally free and we go for a coffee afterwards at the Society café.
Sarson’s has been hard at work creating a fresh brand identity that launched in the spring of 2023, and with this, they’ve enlisted our help yet again for a fresh new website.
The new website design reflects the new style for Sarson with a bold, contemporary, and sleek designs. We’ve also taken a reductive approach to content and wording, which simplifies the overall experience, whilst also bringing freshness and clarity to the design. We’ve used interactive animation, interesting build loads, and a new colour-blocking design scheme To increase engagement levels across the site.
We’ve enjoyed a long-standing relationship with Sarson’s, so it’s been a joy to watch the brand develop and once again collaborate closely with the Sarson’s team on the project.
Even if we do say so ourselves, the result is fantastic! However, don’t just take our word for it; visit the new site and see for yourself.
When setting out to understand a little more about a brand, a visit to the company website is nearly always the first port-of-call for stakeholders. Often dubbed as the ‘shop window’ to an organisation, a website should clearly communicate your brand’s raison d’être, offer a clear user path, and most importantly, outline your company offerings in the best possible light. And while the process of delivering a gleaming new website is often an exciting one, the launch is only the beginning.
To guarantee that your website performs to its best ability, and to stay relevant among your site visitors, it’s crucial to view your website as an ongoing project. It’s not simply a question of UX/CX updates; reviewing CRO, your goal completion, tackling outdated content, dead backlinks, and poor SEO are all contributing factors to a poor online experience for customers, which can be detrimental to your sales drive and to your brand. The good news is that these are all easily avoidable consequences, assuming you tend to your site with care. To keep your website ticking over nicely, we’ve compiled our top 6 areas of focus for web optimisation…
You should always maintain clear strategic direction with your interface, mapping out the best possible user journeys. Without directing visitors to the right areas on your website, you’ll encourage high exit rates, U-turns, or rage clicks (Hotjar, 2022). Not only does this risk conversions or other goal completions, but it can devalue the brand that you’ve worked so hard to build. Put yourself in your users’ shoes and try to experience your website with a fresh pair of eyes. Is it hard to find key information about your brand? Does the site make checkouts, downloads and forms as easy as possible? Could you improve legibility?
Websites don’t just end at launch; they need to be maintained, optimised and tested. Having the correct analytics tools to visualise quantitative and qualitative data is important, but only when you are tracking the metrics relevant to your business. There’s no one-size-fits-all when it comes to quantitative analytics platforms, but the key metrics that marketers should be tracking are:
While quantitative research is useful in identifying data patterns and numerical trends, it’s important for marketers to understand users’ attitudes, beliefs, and motivations. This is where qualitative data can help fill in the gaps to make more informed decisions with your quantitative data. Popular qualitative research methods include:
By combining quantitative and qualitative methods, it becomes much easier to understand your customer experience. Ultimately, this helps to highlight pain points and identify the content that resonates most with your brand’s audience.
A great way to ensure you’re optimising your website is by running A/B testing (sometimes called split testing) across variants. Before implementing significant updates, you might want to consider running an A/B test to justify your decision making. Netflix leads by example in this area. Unique to every user, they pool together data to produce a final homepage outcome based on behaviour and preferences. Todd Yellin, Vice President of Product at Netflix, confirms that the brand runs 250 A/B tests each year to test the different versions of the design. These tests also consider the ways in which users search for films and programs on the app (Wired, 2018). With a highly detailed level of tracking and various testing in place, Netflix’s success is entirely reliant upon data. Regularly implementing the variations from the results optimises the user experience.
It’s not uncommon for users to arrive at a website only to be deterred by complex language, over-stimulating features, or a lack of useful information. These websites tend to garner large drop off rates, with marketers left trying to figure out where they slipped up. This nearly always occurs when a website is built without a defined content strategy in place. Markets are ever-changing, and branded websites should reflect this. To stay top of mind, content needs to be relevant, useful, and findable. Marketers need to audit and refresh existing content on an ongoing basis, factoring in current trends and wider business objectives.
SEO is often an afterthought when it comes to website builds. This is usually down to the fact that organic search rankings can take time to bear fruit in contrast to paid activity. But with 53.3% of all website traffic acquired through organic search, SEO should be a core consideration during, and after, a website build.Regular SEO activity can elevate your brand and take you to the top of search engines, surpassing your competition. The key to successful performance and conversion of your website is a content strategy that considers a user-friendly experience, with digestible information for both the user as well as search engines. (Search Engine Journal, 2022).
Whilst they are undoubtedly two separate entities, marketers should make sure their SEO and PPC strategies are aligned, and both have high prominence on their marketing agenda and budgets. On average, 5-10% of your revenue should be spent on SEO activity. (Search Engine Land, 2022).
Read more about our top tips to optimise your organic search in our blog here.
Top performing websites don’t just need to look good, they need to be functional too. Ongoing website maintenance is required to keep your website running. This can be achieved by making sure your website is safe and secure, and that links and tools aren’t broken. It may seem simple but often brands focus on the launch of a new website and forget to check in on performance once it’s live. Some CMS updates can be relatively straight forward, but you’ll benefit from an experienced digital team to manage, monitor and prevent or react to any technical issues your website may encounter.
As a fully integrated agency, we build sites that talk the talk and walk the walk – from design to optimisation. If you’re looking to take your website to the next level, drop us a line today – we’d love to have a chat.
Discover more industry insights and opinions at saintnicks.uk.com/insights
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