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INTRODUCTION
Tackling noise and cynicism in a post-truth world
No 21st century business would disagree with the assertion that the technological advances of the last couple of decades have fundamentally changed the marketing industry.
From build-it-yourself-website platforms to single-print self-publishing services to ChatGPT-generated content, the barriers to entering the competition for people’s attention has never been lower. Winning that competition, however, has never been more challenging.
But the challenge is not simply that it’s difficult to be heard above the noise. The ease with which literally anyone can publish content has made people cynical. As a result, they’re no longer asking, “What can you tell me?” Instead, they’re demanding, “Who are you to tell me?”
In this context, not only is it not enough to create content. It’s not even enough to create articulate content, or content that hooks people’s attention on social media, or tick’s the right boxes for Google’s ever-changing algorithms.
Instead, businesses need to dig deep into the knowledge, skills and experience within their people and create content that is brimming with something AI-driven content mills can’t reproduce: expertise.
Expertise is, firstly, a positioning strategy
There are many ways to position a brand in a marketplace. You can compete on price or personality, values, location or, if you’re lucky, the uniqueness of your product or service offering. Or you can choose an expertise-based positioning strategy.
Expertise builds trust. It encourages loyalty. It allows you to charge a premium because it shows you’re wiser and sharper than the next brand – and you can prove it. If members of your team have mastered certain disciplines and subjects, why would you try to compete on price?
This strategy is also a strong choice because it’s difficult to emulate. You can’t fake expertise, or not for long anyway. Only a few brands have what it takes to even qualify – and fewer know how to translate the expertise within their business into marketing strategy.
But, if it is to have an impact, expertise-based positioning can’t simply be a strategic choice. It needs to be executed well. In other words, you can’t just say you’re an expert, you have to prove it.
Why choose an expertise-based positioning strategy?
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New term, new partnership between The Olympus Academy Trust and boomsatsuma, new opportunities for students across the region; September 2023.
The collaboration adds over 100 students to boomsatsuma, benefitting the experience of The Olympus Trust’s provision to 6,500 students across 10 Bristol schools. boomsatsuma introduces a new College education centre, which has welcomed 70 students this September, at Portland Square, St Pauls, extending the links with and opportunities for young people.
Plans to establish a Post 16 creative technologies pathway for Olympus students have also been announced, with support from boomsatsuma, building on the model of the engineering pathway developed at Abbeywood Community School. The highly successful boomsatsuma suite of Post 16 courses will continue to run at their existing sites in central Bristol, with additional courses on offer in Olympus Post 16 settings from 2024, including at Patchway Community School, when it moves into its new building and state of the art facilities. This will widen opportunity for students in North Bristol and South Gloucestershire, giving access to courses not currently available locally.
Details of these fresh opportunities for Post 16 learners will be shared at Olympus Post 16 Open Events taking place at the end of October and beginning of November, with boomsatsuma present to share details of their courses too.
Dave Baker, Olympus CEO said:
“Boomsatsuma’s track record is impressive, both in terms of courses offered and outcomes achieved by students. I am delighted that we are able to work in partnership to bring their offer to Olympus students from 2024.”
The Olympus Trust partnership currently covers 16-19 year olds at Leadworks studying Games Design, along with the established Level 3 Sports Media cohort at Ashton Gate Stadium.
Mark Curtis, boomsatsuma Creative Director says:
“This is an exciting expansion adding to our capacity, going from five to six College facilities (alongside our two additional Degree centres) to create opportunities for young people who crave an alternative education offering. Putting the boom into the Olympus Trust engine feels very comfortable, as they clearly share our values and endorse our philosophy to put the students at the centre of our educational practices. Bringing their engineering and our creative technology curriculums closer will be an exciting development for the future of Bristol.”
Luke Fazackerley, boomsatsuma College Lead says:
“We will be sticking to our ethos of student focused education linked to the creative sector, with small class sizes and industry guided experiences for our new cohort. Aligning ourselves with The Olympus Trust builds on our successful partnership with Cabot Learning Federation, who will continue to support our delivery of our Film & TV course at The Bottle Yard Studios, among others. We are building on the excellent results of 2022/23*, when boomsatsuma again significantly exceeded local FE Colleges performance on all measures.”
When boomsatsuma collected its’ second Bristol Life Award for Education in March 2023, the Judges commented on the links across the city creating opportunities and progression for students, more than half of which are drawn from the most deprived wards in the Greater Bristol area.
There is a strong focus on inclusivity for all, with boomsatsuma selecting potential students based around attitude and educating for progression. Last years’ student intake covered a diverse academic profile with GCSE grades ranging from 1 to 9, 20% have identified additional learning needs, 13% identify as gender fluid or trans and 15% identify as non-white British.
Beth Griffiths, boomsatsuma’s Head of Outreach states:
“It’s important that young people across the region are aware that the best option for them may be a route into a career in the expanding TV, Film, photography or Games sectors. We run an extensive outreach program across 80 schools. Our focus has always been across Bristol, but now spans South Gloucester to Somerset and we have students joining us from Bridgewater this year.
“I’d encourage anyone who wants to follow a creative/digital pathway to get in touch via our website, boomsatsuma.com .”
Ends
Pictured: Dave Baker and Mark Curtis with Olympus Trust and boomsatsuma staff at
Winterbourne Academy
*
2021 – 2023 boomsatsuma Cohort Results for 108 Learners.
92% retention.
MERIT and above – 100%
DISTINCTION and above – 65%
DISTINCTION * and above – 49%
Ever heard of the dark funnel? You’d be forgiven for thinking it sounds like a Jim Henson film or a Stranger Things rip-off. But it’s not as scary or mysterious as it sounds.
It’s no secret that marketers love data. We pore over numbers, analytics, and reports to build the most accurate picture of performance and inform our all-important marketing strategy.
This data is gathered from an array of sources, whether it’s a company’s website, paid advertisements, third-party businesses like HubSpot, or countless other avenues. In fact, businesses put huge amounts of money into collecting as much data as possible about their audiences.
By having an informed plan, underpinned by data, you’re able to craft a marketing strategy tailored to your audience and optimised to target specific demographics. But what about the touchpoints in a buyer’s journey or the sales funnel that can’t be tracked?
This is what’s known as the dark funnel.
Originally coined by 6Sense, the phrase refers to interactions over the course of the sales funnel that you can’t follow or gather data from. To my fellow data-loving marketers, this might seem like a nightmare. But fear not – you can actually harness the power of the dark funnel to further nurture your leads and open the door to new business opportunities.
View image in original blog here.
But before I get ahead of myself, let’s take a look at some examples of dark funnel data:
The above data points are either incredibly difficult to track, or untraceable altogether. But I think we can all agree any marketing that shares your brand with more people is important. You should also note that the dark funnel doesn’t just consist of these data points – it also includes all of the research a potential buyer may have undertaken during the consideration stage (before converting).
A valid question, indeed – why should this concept matter to you and how does it affect your business?
According to CXL:
“over 80% of a customer journey is spent navigating dark channels”
This staggering figure illustrates the huge potential that can be found in dark funnel marketing. This facet of marketing is largely focused on nurturing your leads.
By nurturing your leads, you can increase brand loyalty with your audience before they’re ready to buy. And as 95% of B2B buyers are not currently in the market to buy, it goes without saying that you still want these buyers primed and ready for when they’re prepping a shortlist.
Another reason to consider dark funnel marketing within your strategy comes from the fact that Google is set to phase out third-party cookies. With this huge shift in data privacy incoming, it’s important that your business doesn’t rely too heavily on tracking them. When these get phased out, you likely won’t have enough data to understand your buyers and measure performance, and you risk losing leads.
“…harness the power of the dark funnel to further nurture your leads and open the door to new business opportunities…”
If the dark funnel was a total mystery when you started reading this blog, that’s exactly why you should embrace it. Many companies aren’t doing this yet, which creates a great opportunity for businesses to set themselves apart from the competition and give their marketing a significant boost.
As previously mentioned, dark funnel marketing is all about nurturing leads without analytics, so that they’ll remember your brand and consider your business when they’re ready to make a buying decision. So how exactly can you get people thinking about, talking about, and considering your business over others?
Consistent organic posting
Putting paid promotion behind your social media posts will undoubtedly help your marketing efforts, but it’s crucial that you don’t underestimate the power of organic posting. This free method of marketing solidifies your brand’s online presence on platforms with millions of users. And it’s not just social media. Posting blogs on your company’s website, for example, is a great way to attract potential leads and build your reputation in the market.
High-quality work
This might seem obvious, but by always striving to meet and exceed client/customer expectations, you give people the best reason to talk about you and take control of your reputation. The quality of your work is a direct representation of your business and its values. By producing top-shelf products or delivering first-class service, you allow your work to speak for itself – and people are far more likely to help you spread the word.
Attending events
This is another great way of boosting your brand awareness and holding space in people’s minds, even without trackable data. By attending events, speaking on panels and growing your personal profile (and encouraging your colleagues to do the same) you start to make those all-important face-to-face connections. These interactions tend to stick in people’s minds far more, giving you a chance to leave a lasting impression.
Using the right channels
There are so many online channels where perfect prospects are talking and interacting (with each other, not your content). If you can enter these spaces without selling, whether it’s getting involved in LinkedIn groups, Facebook pages, or something else entirely, you can take part in your prospect’s conversations. But don’t be tempted to lead with your business or credentials. You can get your brand in front of all the right people, and engage with them to form positive relationships, simply by being your helpful, knowledgeable self.
“…Google is set to phase out third-party cookies. With this huge shift in data privacy incoming, it’s important that your business doesn’t rely too heavily on tracking them…”
Just ask
A highly effective yet often-overlooked way to make the most of dark funnel marketing is to ask your leads how they found out about your business. Plain and simple. You can do this by adding a section on your website’s contact form or a step in your checkout process. Alternatively, you can try reaching out via email. This will give you a really strong sense of which of your dark funnel channels are gaining a response from your audience, and which might need a bit more attention.
Hopefully you’re no longer in the dark about dark funnel marketing or its potential to influence your marketing strategy. Now all that is left is turn ideas into action.
While data can get you so far, there are plenty of ways to get front of mind and build your reputation without a cookie, or a dime.
We’re currently offering free marketing consultations, so if you’d like to find out how your business could discover untapped potential, get in touch at [email protected].
Loom Digital will be hosting weekly digital marketing surgeries throughout September, providing free advice to businesses in Bristol.
“We know it’s not an easy environment for businesses at the moment, and we’d like to do our bit to give back to the Bristol business community.” Karen Pearce, Director
Every Friday morning in September, Loom will be opening their doors at Temple Studios to marketing managers and business owners in Bristol and surrounding areas who would like advice on anything related to digital marketing strategy, PPC, SEO and content. The surgeries are delivered on a 1-2-1 basis and will last one hour. All information shared in the surgery will be kept confidential and participants will leave with tangible takeaways to supercharge their digital marketing.
The surgeries are ideal for marketing managers or business owners looking for forward-thinking digital marketing advice. Each surgery will be tailored to your business, below are a few examples of topics businesses might like to discuss::
There are a limited number of slots and appointments are first come first served. To find out more and to request a slot please visit https://www.loomdigital.co.uk/bristol-digital-surgery/
This year Loom Digital celebrated 14 years as a Bristol digital marketing agency. Starting off as a niche search agency, over the years Loom has grown their remit to cover SEO, content marketing, Google Ads, Meta advertising, LinkedIn advertising, digital strategy, data and analytics.
In the dynamic cultural landscape of the UK, the surge in demand for British Sign Language (BSL) is a testament to a society embracing inclusivity and diversity.
As awareness grows about the richness of Deaf culture, people are eager to bridge communication gaps and foster genuine connections. With businesses, schools, and public services recognising the importance of catering to all individuals, learning BSL has become an essential skill.
Moreover, the digital age has propelled BSL into online spaces, making it accessible and captivating for a broader audience. This remarkable shift reflects a nation’s commitment to understanding, unity, and celebrating linguistic vibrancy.
We’re thrilled to announce the upcoming launch of Weston College’s enhanced British Sign Language courses, commencing this September
We have two fantastic courses available: “British Sign Language for Frontline Staff” and “British Sign Language Level 1.” These courses are perfect for individuals new to #signlanguage or those seeking to refresh their foundational skills.
Many times, #deaf individuals find their communication experiences with service providers disappointing. Join the ranks of those who can effectively communicate and assist Deaf individuals.
To learn more and apply for the “British Sign Language for Frontline Staff” and “British Sign Language Level 1” courses, see here:
Prices start at £75
British Sign Language – 12 weeks
British Sign Language – 1 year qualification
Engaging with 16-18 year olds in 1-day-a-week work placements has emerged as a strategic move, reaping a multitude of advantages for both businesses and young individuals. These initiatives not only impart essential soft skills but also foster a brighter future for the young learners.
The benefits of such placements are manifold. Students at Weston College gain hands-on experience, cultivating teamwork, communication, and time management skills, which are pivotal in any professional setting. According to recent studies, 87% of employers prioritise soft skills over technical know-how when making hiring decisions. These work placements empower students with invaluable employability skills, enhancing their prospects in an increasingly competitive job market.
Recognizing the importance of this initiative, the UK Government’s Employer Support Fund offers financial incentives to companies that welcome T Level students. This support serves as a win-win, enabling businesses to harness fresh perspectives while providing young talent with a stepping stone into their desired career paths.
Incorporating 16-18 year olds into the workforce for just one day a week not only enriches their growth but also enriches the fabric of industries. By embracing this opportunity, employers not only shape the next generation of professionals but also bolster their own workforce with eager, motivated learners.
If any member felt they could offer an entry level work placement opportunity, please email the industry support team on [email protected] who can talk each company through the process. All businesses get to interview students and work with our team on finding the right learner to support into their employment journey.
Roles in demand are IT support, Graphic Design, Media, Game, E-sports, Digital and Animation
Access Creative College, Condense and LocalGlobe are proud to launch the second round of their funded scholarship focusing on bringing live events to virtual spaces, starting 30th October 2023 and running until mid-February 2024. The scholarship was created to respond to the growing diversity problem within the tech sector and in metaverse development, relating to a lack of women and people from minority ethnic groups.
“The gender equity gap in technology is higher than in any other sector, with women holding just 17% of technology roles in the UK.”
The Chartered Institute for IT (2023)
“Less than a tenth (8.5%) of senior leaders in UK tech are from ethnic minority groups, a sixth (16%) of IT professionals are female and a tenth (9%) of all IT specialists have a disability.”
Prospects (2022)
In early 2023, 4 young Bristol creatives embarked on the first round of this innovative and unique scholarship with very successful results including one participant, Olivia, being offered an Accounts Manager role at Condense upon completion of the course.
“Participating in the Condense Scholarship allowed me to broaden my horizons, learn some incredible new skills, and contributed to shaping my future. It has opened doors to endless possibilities for my career. The knowledge, practical experience, and networking opportunities gained through the program have significantly enhanced my opportunities in the tech industry.” – Olivia, Condense Scholar, 2023.
Applications opened in July for anyone over the age of 19, with 8 spaces available on this intensive programme that takes in 3D modelling, Digital Graphics, Realtime VFX and Virtual Worlds, all funded by a bursary of £1800. Applications from women and people from ethnic minority backgrounds are particularly encouraged.
Click here to find out more and apply.
The students at Weston College may have left the building for the summer, but we are busy working hard to support our new cohort due to start in our next academic term. We are looking to support our new year 1 Digital learners for September onwards.
Can you help support a work placement in an entry IT Technician style role for your organisation? We are looking for entry level roles to help build confidence and soft skills for our young students.
This builds excellent communication experience and workplace expectations…..perhaps you have a brilliant IT department that could use an extra pair of hands?
Contact the team today [email protected]
JonesMillbank, Bristol-based video production company, is now a Certified B Corp.
They join a growing community who are leading a global movement that makes business a force for good.
And Bristol is gaining pace, with over 70 companies from Ecologi to Triodos Bank, Too Good To Go, Psychopomp and Sawday’s inspiring change.
JonesMillbank have achieved a score of 94.7, but like all B Corps, certification is just the start of the journey.
“We’re incredibly proud to be a Certified B Corp, which recognises our ethos and all the work we’ve done to date. But we’re excited about how the certification will inspire us and our team to do more” said Russell Jones, Co-Founder at JonesMillbank.
“And there’s a huge opportunity for improvement. With the opening of our new TV and film studio, Nine Tree Studios, we’ll have more space and resources to support Bristol’s community, from internships to pro-bono hire, creative industry support, and event hosting.”
Nine Tree Studios will host this month’s Purpose in Practice event, run by Assembly, featuring Adam Millbank, Co-Founder of JonesMillbank, as guest speaker.
Of the B Corp Certification, Adam said “We’ve always aspired to leave a positive lasting impression on everyone we encounter. It’s been part of our culture throughout our journey. Being part of the B Corp community further amplifies this goal and will ensure the company will always balance its financial goals with true positive purpose”.
JonesMillbank commenced their B Corp journey in November 2019, and part of their certification recognises their support for impactful businesses, including over 50 education institutions and numerous charities and public sector organisations.
For more information and to start your own B Corp journey, visit www.bcorporation.net.
***
JonesMillbank are a full-service video production company.
They work in-house with a talented team of multi-disciplined creatives, telling authentic stories for a range of clients such as University of Bristol, IDLES, NHS England, The Royal Mint and Battersea.
jonesmillbank.com
01173706372
[email protected]
As we announced earlier this year, Bristol Creative Industries has teamed up with Bristol-based social enterprise Babbasa and 14 creative businesses to launch a city-wide internship programme.
The programme is aimed at Bristol-based young people aged 18-24 from an ethnic minority and/or from a low-income background who want to gain insight and experience in the creative industry.
The scheme sees many of the city’s most well-known creative companies offering six-month full time paid placements to applicants in roles covering advertising, marketing, design, animation and digital.
We held interviews last month (see image above) and we were so impressed by the talent and skills on display from the young people who applied. It was a very hard decision but we are delighted to announced the successful interns.
Watch the videos below for some insights from three of the agencies about why they are involved in the programme and the need to improve diversity in the creative industries.
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See Aardman Animations’ Bristol Creative Industries profile here.
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See Halo’s Bristol Creative Industries profile here.
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See Newicon’s Bristol Creative Industries profile here.
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