When it comes to marketing copywriting for a business, the most obvious starting point is talking about the features and benefits of the company’s product or service. If you’re lucky, the business will have a lot of benefits so you can find a lot to say, but when you’ve ticked off every single one, what do you do? Start from the beginning again? While repetition is a good thing, there are ways to repeat yourself that work well, and other ways that are quite frankly, boring. Finding new angles to talk about your features and benefits is a great way to keep the copywriting pipeline full and interesting!

What is an angle in marketing copy?

If you’re not sure what I mean when I talk about finding new angles, I mean finding new ways to introduce the same message. Probably the easiest way to explain this is to give you an example.

Let’s say your company sells furniture. You have talked about all the different types of furniture you sell, why the items are of such good quality and value for money, but then what? One new angle you might consider is to quote the latest home interior trends to hit the market. Or you could talk about the latest report or newest statistics on how people’s posture is affected by the furniture they use and highlight relevant products in your range that might offer a solution. Or perhaps, if you have a sustainable range, you could talk about the latest government targets, or the most up to date statistics on recycling furniture – and use that to introduce your solution.

How many angles can there be?

You’d be forgiven for thinking that you will run out of angles as quickly as you will run out of features and benefits. But the beauty of angles is that they change all the time. There are new reports and statistics being released regularly. There are national and industry news reports about different sectors every day, and the socio-economic context we’re all operating in is changing all the time.

Finding the best angle for your copy

So how do you come up with angles and keep them fresh and interesting for your audience? Here are a few prompts to give you some ideas.

Still struggling to find new copywriting angles consistently?

Hopefully this quick guide will give you some inspiration when it comes to finding new ways to talk about the good things that you do. However, if you’re still struggling to find the time and effort needed to consistently research and create new angles, it might be worth talking to a freelance copywriter. I have written for some of my customers for years and still consistently come up with new angles and new ways of getting their messages across, so they don’t have to.

If you would like some support with your business blogs, feature articles, press releases, or content for your company LinkedIn page, feel free to drop me an e-mail at [email protected] to book in an exploratory call, or receive my price list.

 

JMP Partners with Wesport to encourage Women and Girls to get active through extension of ‘Bristol Girls Can’ Campaign

JMP, a Bristol-based creative content and campaigns agency, is thrilled to announce its partnership with Wesport to drive the inspiring ‘Bristol Girls Can‘ campaign forward into 2024 and 2025. This collaboration marks a new milestone in empowering women and girls across Bristol to embrace physical activity and lead healthier lifestyles.

‘Bristol Girls Can’, is the local activation of the widely acclaimed Sport England ‘This Girl Can’ campaign, has been successfully run for the past nine years under the stewardship of Bristol City Council. Now, Wesport, the Active Partnership for the West of England, takes the reins to continue the impactful work of encouraging movement, fostering confidence, and building community among women and girls in the region.

JMP’s responsibilities include campaign development, messaging, content creation, social media engagement, and website management. 

The ‘This Girl Can’ campaign seeks to tell the real stories of women and girls who get active or play sport in the way that’s right for them, for all shapes, sizes and abilities. This campaign is aimed to create a supportive and inclusive environment where women and girls feel encouraged, empowered, and celebrated for their participation in physical activities. 

“We believe in the power of community and collective action to drive positive change,” said Steve Nelson, CEO of Wesport. “Together with our key partners, we are committed to fostering a culture of inclusivity, fun, and empowerment that inspires women and girls across Bristol to lead active, healthy lives.”

Managing Partner at JMP, Matthew Joy, also added: “We are incredibly excited to partner with Wesport on the ‘Bristol Girls Can’ campaign. This initiative is not just about promoting physical activity; it’s about creating a sense of community across the Bristol area for women and girls and to inspire positive change and one we are excited to play a part in with other key local partners”.

The partnership invites community members to join the conversation, share their stories, and contribute to the campaign’s ongoing success. 

Individuals are encouraged to reach out via email at [email protected]  to share their experiences, and insights around the local challenges that women and girls face in accessing movement and physical activity, as well as those that are already active to share what works for you and what got you started.

As part of the campaign there will be a newly formed professional network community with an initial event being held on the 26th June. This network will be created to bring together organisations from across the city, all with a common goal of inspiring women and girls to get active across Bristol. 

About JMP:

JMP is a Bristol-based creative content and campaigns agency dedicated to creating impactful storytelling and engaging content for brands and organisations. With a passion for creativity and innovation, JMP partners with clients to deliver compelling campaigns that resonate with audiences and drive measurable results.

About Wesport:

Wesport is the Active Partnership for the West of England, serving the communities of BANES, Bristol, North Somerset, and South Gloucestershire. As a sports charity, Wesport is committed to promoting physical activity, fostering inclusivity, and improving the health and well-being of individuals across the region.

For more information about the Bristol Girls Can campaign and upcoming initiatives, follow on social media and visit the website.

Web: bristolgirlscan.co.uk
Facebook: facebook.com/bristolgirlscan

For any inquiries, please contact [email protected]

Originally posted to www.carnsight.com

Your reputation is worth its weight in gold. For this reason, Public Relations has become the secret sauce for companies aiming to stand out.

But PR isn’t just about firing off press releases or swooping in to save the day during a crisis. It’s about weaving a killer story, building connections, and earning trust across the board.

One of the best ways you can unlock the full power of PR is by really nurturing a culture of PR within your business.

So, what exactly does it mean to nurture a culture of PR, and why is it such a big deal for businesses? Let’s dig in.

 

Getting to Grips with a Culture of PR

At its core, a culture of PR vibe is all about the energy, beliefs, and habits within your business that put transparency, authenticity, and keeping the chatter alive front and centre. It’s about engraining the idea that every chat, whether with customers, teammates, investors, or the media, is a chance to shape how people see you and double down on your brand and reputation.

 

The Building Blocks of a PR Culture

 

Case Studies: Companies Leading the Way

A great example of a company building a culture of PR into the business is Patagonia. Known for its commitment to environmental sustainability and social responsibility, Patagonia has built a strong PR culture built on a foundation of transparency, activism, and ethical business practices.

Innocent Drinks is another great example. From the get-go, Innocent has positioned itself as a fun, approachable brand that’s all about making healthy living easy and enjoyable. Innocent has a knack for storytelling. They don’t just sell smoothies; they tell stories about their journey, their values, and the impact they’re making in the world.

Lastly, let’s talk Surreal. Surreal Cereals’ culture of PR is a testament to their creativity, authenticity, and dedication to delighting their customers. With their imaginative and humorous storytelling, community engagement, and commitment to sustainability, they’ve managed to carve out a unique niche in a very competitive market.

 

In a Nutshell

A solid culture of PR within your business isn’t just a nice-to-have; it’s the secret ingredient for businesses aiming big. By keeping it authentic, transparent, and making every conversation count, businesses can boost their reputation, build stronger bonds, and drive success.

 

At a Bristol Creative Industries keynote event in March, we were joined by Drew Benvie, founder of global social media agency Battenhall. He shared insights from the company’s 11th annual social media trends reports. In this post, Dan Martin summarises Drew’s brilliant talk. 

When it comes to social media, Drew knows his stuff. At the age of seven, he taught himself how to code on an Amstrad CPC 464, and in 2006 he was the first to coin the term ‘social media’ on Wikipedia. Drew founded Battenhall in 2013 and now employs 120 people in the UK and overseas.

Opening his talk, he said:

“There are more places than ever to commit your time and your advertising money, so it’s important you know where to invest. You could stick to a few but the average person in the UK is active on six social networks. In India, it’s 10. If you’re trying to reach your target audience, you have to do more than ever before to really stand out.”

Safety and purpose on social media

Social media is ubiquitous. Eight out of 10 people who use social media do so actively. Brits spend 75% of our working day looking at a screen of some sort, with teens spending around 5.3 hours a day on social.

But over the last year, Drew said, various things have happened, such as “the implosion of Twitter” following Elon Musk’s purchase of the platform, “that has made me feel that safety on social media is an important thing”.

“Social media is now toxic to many, whether it’s the stuff that we see that should be taken down, or the actions from one user to another that are allowed unfettered on social media.”

A million posts are removed by Meta every day, Drew said, while TikTok employs 40,000 people to moderate content.

Amid all this, social media owners are appearing in front of regulators around the world, as governments look to bring in new legislation that regulates social media.

So what does this mean for brands? Drew’s advice is:

Social media and AI

AI (artificial intelligence) is one of the most unstoppable forces,” Drew said.

See below for what ChatGPT created when he asked it to show a vision of Bristol in the future!

AI in action from @drewb in @Bristol_CI keynote.

“ChatGPT, show me a vision of Bristol in the future.”@brunelsbridge still going strong! @battenhall #Bristol #Battenhalltrends pic.twitter.com/r6E000jO4X

— Dan Martin (@Dan_Martin) March 12, 2024

AI helps to speed up creativity”, and you should think of it as “your brainstorm buddy”, Drew advised.

You can already use AI features on social media platforms to create or improve content, but Drew said “there is an important balance between making something authentic because it is created by a human and harnessing the power of AI to speed things up when you need to”.

He continued:

“I’m an advocate of using AI to augment what you do, not replace it. Get it to do the stuff that you shouldn’t really spend time doing.”

Drew said consider AI as your “brainstorm buddy”. He recommended experimenting with AI tools, such as ChatGPT and Google Gemini, and see which work best for you. Remember that AI isn’t just for generating content, you can also use it for tasks like analysing data.

As an example of AI in action with creative content, Drew shared a campaign using AI that Battenhall delivered for a client.

The children of employees at General Electric were asked to draw what they thought their parents did for a job. Battenhall then used AI to create images based on the drawings that were used for social media posts.

On LinkedIn, the content delivered the top-performing post for the whole quarter, more than doubling the benchmark engagement rate for the quarter. In addition, the campaign contributed to a 12% increase in the number of new followers (month on month).

Drew warned that brands should also be aware of the ethical, regulatory and legal issues around AI such as who owns the content you produce using the technology.

Life after Twitter

The fallout from Elon Musk buying Twitter led to an exodus of users signing up for other social media platforms. Many people switched to Mastodon, the open source social network, and Meta launched Threads, an app linked to Instagram which became the fastest to reach 100 million followers.

“There are 35 social networks with over 100 million active users [see some of them on page 7 of the ‘Life after Twitter’ report] and endless niche communities. That is my biggest learning from what has happened to Twitter. Niche is now good. It’s ok to be small.”

The biggest beneficiary of “the carnage at Twitter”, Drew said, is LinkedIn. It reported a 41% increase in volume of content between 2021 and 2023.

Drew’s tips and insights for LinkedIn are:

But the most important tip for choosing where to engage on social media, is pay attention to your audience and where they hang out. There’s no one size fits all.

“Be really analytical. Figure out what your audience does, where they spend their time, what trends they follow.”

Entertainment and being unhinged on social media

“TikTok calls itself an entertainment platform, not a social network, and it’s a places other social media platform are trying to emulate.”

Drew said TikTok has shown to brands the power of being entertaining. “I think every brand in 2024 has the ability to be more entertaining.”

“Any brand can do anything on social media. People expect a brand to be a person, to have a voice. The unhinged, entertaining and educational stream of content coming through on platforms like TikTok is creating opportunities for even the most boring brands to be entertaining, informative and educational.”

Drew said the three ways brands can be entertaining are:

One example of an entertaining brand that is “completely unhinged” is Duolingo on TikTok. “My kids want to spend their pocket money on learning languages on Duolingo beause the owl is so engaging.”

For an example of good educational content, Drew recommended Channel 4 on Threads.

“What makes social media content work is engagement, sentiment uptick, and visibility for people that are hard to reach. Entertaining content achieves on all those fronts.

“Think about how you can tell stories and answer questions. People want to learn new things. Think about the niches users might want to know about that are linked to your brand. Even with something a bit more corporate, there’s a story to tell and an audience looking for answers. Consider various different channels to reach your target audience.

“To create content that’s right for you, think about your brand personality. Place yourself in your audience’s shoes, and don’t be afraid to either stay in your lane and do one thing well, or branch out and try lots of different things. Social media is all about experimenting. Post things. Delete them. Start a channel. Let it go. That’s all fine.”

The rise of creators

Drew said that the fatigue that many people have with influencers and the creation of content about something they are paid to say is good has helped bring about a creator culture:

“There are more people creating more things with more creativity on more platforms more often. Creators provide opportunities for any brand because your niche is out there somewhere.

“A creator’s goal is to produce high quality, authentic content. For that, they want to work with brands. If you find the right ones, they are usually cheaper to work with than influencers, you can do more meaningful projects with them, and they tend to be more authentic.

“A creator might have a smaller audience than an influencer but they often can do more with less. They also might not ask for money if there’s some other type of value exchange such as early access to a new product.”

Instagram and YouTube are the most popular platforms for creators, but delve into any channel and you’ll likely find a vibrant creator culture, Drew said.

Other networks to explore include spontaneous photo sharing app BeReal, communication platform Discord and livestreaming community Twitch. Private communities, such as Facebook and WhatsApp groups, are another format worth looking at.

To stay updated on future Bristol Creative Industries keynote events, sign up for our newsletter.

Marketing mistakes aren’t confined to smaller businesses – sometimes they find their way into the big leagues.

Globally recognised companies all owe a large part of their fame to the power of marketing.

When done right, marketing can be the biggest factor when it comes to business growth, strong ROI and overall sales revenue. Take Apple for example, in 2022 they generated £3.8 billion ($4.7 billion) from ad revenue alone.

Effective marketing also has the power to increase your brand’s mindshare. When you think of sportswear, Nike and Adidas will likely spring to mind. With fast food, McDonalds will no doubt enter your thoughts.

With revenues in the billions, these huge brands must have a secret formula to their marketing, right? Nope.

These businesses no doubt have marketing teams that pour countless hours into their campaigns and for the most part, it pays off. But what happens when it doesn’t?

In this blog, we’ll look at some famous marketing faux pas – not to gloat, but to learn from them – and help your business avoid making the same mistakes.

Cultural (un)awareness

When it comes to marketing campaigns that failed to read the room, the Pepsi X Kendall Jenner advert was a particularly high-profile example.

The advert, which aired in 2017, depicted a group of protesters walking through the streets. Kendall Jenner joins the group and offers a police officer on the scene a Pepsi, defusing the tension between groups.

“…riding the coattails of a political movement founded by and for oppressed voices will always be seen to be in poor taste…”

At the time of airing, the Black Lives Matter protests were commencing around the globe, and viewers couldn’t help but notice the parallels drawn between the two. This didn’t work in Pepsi’s favour as people saw it as a trivialisation of a deep-rooted issue.

The backlash caused Pepsi to pull the advert – a sizeable blow to both budget and reputation. It just goes to show that – while it’s great to keep your marketing relevant – riding the coattails of a political movement founded by and for oppressed voices will always be seen to be in poor taste.

Our takeaway?
Always consider the political climate and check the news before you release an ad campaign into the wild (or sign off the budget).

If it ain’t broke…

Rebrands can offer huge potential for businesses. When a brand is becoming outdated, giving it a refresh grabs the attention of customers and, when done well, can attract new ones in the process.

Typically, in business, this kind of move is calculated, necessary and carefully takes into account the thoughts of the consumer. However, the same can’t be said of Gap’s 2010 rebrand…

In fact, it ended up costing them $100 million.

One reason this marketing stunt failed so spectacularly was that nobody was expecting it.

No prior announcements, launches, or updates were released. This meant that they hadn’t built up the necessary anticipation for such a big move. The logo change alone was so drastic it left people feeling bewildered at best.

Another major reason this change didn’t work out in Gap’s favour? They didn’t seem to have a reason to do it in the first place. With a loyal customer base spanning the globe, enviable revenue, and a famous brand identity, changing things up just didn’t seem to make sense.

“…while a rebrand could be just what your business needs, it must be underpinned by strategy…”

But alas, the change had been made and people were not happy. On top of the cost of the entire process, they were forced to revert to their old logo within less than a week.

So, while a rebrand could be just what your business needs, it must be underpinned by strategy, done with good reason, and signalled by pre-launch PR and marketing.

Our takeaway?
Always do your background research, build anticipation for the change, and make sure it aligns with the way your customers see you – they are, after all, the most important factor.

It’s not easy being green

Climate change is a very real and important issue that we currently face. Many businesses are aware of this and are making changes to reduce their impact and greenhouse gas emissions.

That’s why you’ll often hear businesses talk about their corporate social responsibility (CSR) or environmental, social and governance (ESG) initiatives.

It’s also why vehicles are tested to ensure emissions are aligned with regulations.

In 2015 the Environmental Protection Agency (EPA) found that tens of thousands of Volkswagen’s diesel cars produced in the US each year were cheating emissions tests. And this was after a huge marketing campaign touting the car’s low emissions.

“…it only takes one false claim to lose your customer’s trust…”

Thanks to a device that could detect when the car was being tested and alter the way it performed, the manufacturer was able to falsify recorded emissions.

This meant that the engines of these cars emitted nitrogen oxide up to 40 times greater than the permitted limit in the United States, without it showing up in test results.

Upon this scandal coming to light, not only did Volkswagen lose the trust of a large portion of their current and potential customers. It also meant that in October 2015, the company posted its first quarterly loss in 15 years, which was over £2 billion.

Volkswagen issued a public apology but in spite of efforts to rectify the damage, the scenario remains fresh in people’s minds.

Our takeaway?
It only takes one false claim to lose your customer’s trust. Which is exactly why it’s so important to ensure your business doesn’t get caught in any greenwashing grey areas (or outright deceptions, in this case).

If you want to find out more about greenwashing risks and how to so you can avoid them, explore our CSR marketing series.

Don’t get it twisted..

While we’ve only covered a handful of examples, marketing mistakes are all too common. And, as we’ve demonstrated, even some of the most famous brands in the world are not immune.

With the potential to cause a loss of revenues, customers, trust, and reputation, it’s important that all marketing and advertising campaigns are backed by strategy, and checked. And double checked. And triple checked.

Because once live, they can be near impossible to take back.

Nobody’s perfect, but we are thorough – both in strategy and quality assurance.

If you have a campaign idea you’d like to discuss, get in touch with our marketing team: [email protected].

saintnicks has been appointed by Ascot Racecourse following a successful competitive pitch process. The win bolsters the agency’s strong start to 2024 alongside retained client growth.

Founded in 1711 by Queen Anne, Ascot Racecourse is arguably the nation’s most revered racing venue, welcoming just shy of 600,000 visitors annually across its 26 race day events. Royal Ascot which takes place 18th – 22nd June, is the most prestigious horse racing event in the UK calendar with more than 300,000 visitors over the 5 day period. Steeped in heritage, Ascot Racecourse is a true British institution and revered national brand.

The two-year contract, which starts with immediate effect, will see saintnicks responsible for Ascot’s overall social content strategy as the brand looks to enhance its reputation further as a global ‘lifestyle’ brand.

Retained as the brand’s lead social partner, saintnicks will work closely with Ascot’s brand, social and content teams supporting with content strategy, content creation and social media management.

Fraser Bradshaw, Founder and CEO of saintnicks says: “We couldn’t be more delighted to partner with Ascot Racecourse and help support their business growth strategy. It’s a brand and business we’ve come to know well over the last few years and we’re invested wholeheartedly in supporting such an iconic national brand as their long term partner.”

Alexandra Bertram, Brand & Creative Lead at Ascot says: “We’re thrilled to embark on this exciting journey with saintnicks as our Social Media Marketing agency. With their expertise and dedication, we look forward to elevating Ascot’s presence in the digital realm. Here’s to a fruitful partnership ahead!”

The appointment follows the re-positioning of the Ascot Racecourse brand and subsequent brand voice development undertaken by saintnicks in 2022.

Originally posted to www.carnsight.com

I’ve always been keen to grow my business, but in a sustainable way.

Covid, global conflicts, teetering on the edge of a recession and a cost of living crisis have provided plenty of challenges along the way. But I know many are worse off. Almost 2.2 million women are working in low paid jobs and struggling to make ends meet in this country, as well as almost 1.5 million men.

That’s not just someone else’s problem. As business owners, it’s something we should all be aware of and eager to address. That’s one of the reasons we’ve signed up to the real Living Wage Foundation.

When I first started building a team, my model had to evolve, and wage growth was gradual. But I soon realised that investing in people was one of the most important things I could do. The business model simply wasn’t right if I couldn’t afford to pay people the right wage.

We’ve always paid people who come to us for work experience (except for those still at school) and we always pay interns. Joining the Living Wage foundation underscores that, and ensures we’ll carry on in the same vein.

What is the real Living Wage?

The real Living Wage rates are higher than the government’s minimum wages because they are independently-calculated based on what people need to get by (there’s more about the methodology on their website).

Whereas the statutory minimum wage starts at just £8.60 an hour for the youngest workers, the real Living Wage is £12 for all (or £13.15 in London). The Living Wage Foundation exists to encourage all businesses to pay their employees a wage that meets the costs of living, not just the government minimum.

Why commit to paying the real Living Wage?

The Living Wage Foundation talks about there being a range of benefits when you sign up. These include recruitment, competitivity in the market and being more likely to attract investors. However, the main reason to commit is that it’s the right thing to do, for our society, our current generation and those to come.

What impact has the real Living Wage campaign had?

The numbers speak for themselves. More than 460,000 employees have received a pay rise as a result of the Living Wage campaign to date. As well as thousands of small businesses, half of FTSE 100 brands and household names including Nationwide, Google, LUSH, Everton FC and Chelsea FC have signed up.

How you can find out more about the real Living Wage Foundation?

There’s still plenty more work to do and many more businesses that can join. You’ll find a lot more information on their website as well as case studies of people affected by low wages, and reports on the difference joining can make.

People don’t just buy products or services

People buy people… and people are made up of stories.

Studies have shown that 55% of people are more likely to buy a product if they love the story behind a brand.

But why do brand stories matter? What makes a brand story compelling and engaging?

What is a brand story?

As a business, or individual, your brand’s story should be a complete picture of who you are and why you do what you do – what is your mission and vision.

It encompasses the facts of your brand, but also the feelings created by your brand. It should be the foundation of every aspect of your content marketing. Without a brand narrative, your marketing will be typically vague and inconsistent.

Notice how we’ve not mentioned what you do here.

In his book and hugely popular TedTalk, Start With Why, Simon Sinek argues that most organisations communicate from the outside in.

They start with what it is they do, before going into the how. They rarely address the why. But the why is so important when it comes to telling stories and leveraging human appeal.

Sinek argues that inspired leaders and organisations communicate from the inside out, starting with the why, and then moving to how, before finally addressing what it is that they do.

“With everything we do, we aim to challenge the status quo. We aim to think differently. Our products are user-friendly, beautifully designed, and easy to use. We just happen to make great computers. Want to buy one?”

This example, from Sinek, concisely shows this process in action. It is a reference to Apple and the way it starts with Why in its communications.

The theory emphasizes that people don’t buy what you do; they buy why you do it.

By starting with the “why,” organisations can differentiate themselves from their competitors, attract like-minded individuals who share their beliefs, and foster a loyal customer base or following.

This is where storytelling comes into play.

Why does brand storytelling matter?

Brand storytelling is an art form that can be traced back to as early as 1895.

This was when a farming magazine called ‘The Furrow,’ leveraged compelling brand stories as a way to connect with their target audience.

John Deere’s magazine is considered to be the first example of corporate storytelling. But since these early days, brands have continued to recognise the amazing power that stories have.

Fundementally people like stories, because they can create emotional connections with them. This connection then creates brand differentiation, humanisation, memorability and engagement.

These are incredibly important elements not only for building brand authenticity but for keeping a steady pipeline of engagement in a world where a lot of businesses are pushing a product or service.

Web or Funnel?

As more people are driven to make connections online, more brands and businesses use that online presence for reach and engagement.

This kind of activity would previously have been referred to as the marketing funnel. But that’s something of an outmoded term now.

The funnel is now more of a web.

The sheer volume of marketing communications coming the way of a consumer is staggering. From Google Search, to Facebook, Instagram, Youtube, Blogs, News and more the consumer has never been bombarded with more information.

The term web is quite an apt one in this sense. Because the web of social and marketing comms is now so laden with competition, it easily becomes overly exhausting for the potential customer.

All it can take is one element of that web to break, for the whole thing to fall down.

A lot of brands have a story to tell. But the only way to create a story that will resonate with your customers is to understand the art of storytelling.

Storytelling: back to basics

Great stories are considered as such for several reasons. They take you on a journey. Great stories are relatable, they can inspire, engage, can even affect change. A good story is always:

Successful brand storytelling always has several key elements that create a compelling narrative.

An authentic story will help you articulate brand messaging, brand values and your brand’s mission.

Finding your voice

How can you leverage the power of storytelling for your brand? Let’s start with the basics

Define your brand

Before you can tell your story, you have to know your story.  Many organisations try to tell their brand story before they understand who they are and why their audience should care. It’s much easier to tell your brand’s story when you figure out:

  1. Who you are
  2. What you do
  3. Who you do it for
  4. Why you do it
  5. How you do it
  6. Why you’re unique

An essential part of any brand story starts, as you’d expect, at the beginning.

What is your brand’s purpose, why do you do what you do?  Why does your brand exist in the first place?

Identifying the answers to these questions will help you understand more about your brand. Once you establish your own brand’s identity, you can begin to tell your story.

Create consistent messaging

It’s important to have a clear and consistent message that emanates throughout your communication. But try to stay clear of sounding like you’re selling something…  show, don’t tell.

When you show who you are as a brand vs what you’re selling, you’re creating that emotional connection and brand differentiation. So, when it does come the time to drop a sales message,  you have that preexisting engagement and customer motivation.

Get to know your audience

You can really only achieve this if you know your audience.  To craft a compelling story that will speak to your customers, you need to properly understand them.

What motivates them, what inspires them, what moves them

Ask yourself who your customers are and why they should care about your brand. Define your buyer personas and think about the kinds of stories they want to hear.

Understanding your audience is imperative to not just your brand story, but your marketing strategy as a whole.

Shape the narrative

With your messaging shaped and your audience profiled, it’s time to define your narrative.

How do you want your audience to react? Do you want them to feel entertained? Informed? Educated?

Understanding these points will help you form your narrative and allow you to paint a picture of the kinds of stories and content that you should be producing.

Telling an authentic brand story goes beyond the ‘about us’ page on your website.

Instead, it’s interwoven into every aspect of communications

You’ll find that great brand stories are permeated through a brand’s social media posts, blogs, emails and website.

In today’s competitive and crowded marketplace, brand storytelling has become a powerful tool for companies to create meaningful connections with their customers, differentiate themselves, and establish a strong and memorable brand identity

Do you want to experience the value of great storytelling? Talk to the team at AMBITIOUS to discover how we can get more people talking about your brand [email protected] or call us on 0117 905 1177.

Originally posted to www.carnisght.com

When you think of social media analytics, the first thing that comes to your mind is probably Facebook or Instagram, however, LinkedIn deserves a spot on your list. 

According to Sprout Social LinkedIn has over 1 Billion members spread across 200 countries, and has the highest user rate in the US, with an audience reach of over 214 million users.  

LinkedIn is a platform for professional networking that comes with powerful analytics tools. These tools help you gain valuable insights into the effectiveness of your posts and social media strategy. Let’s explore together how you can check your analytics on LinkedIn.   

Set clear objectives for your small business 

 To effectively track analytics on LinkedIn, it’s important to set clear goals for your PR and social media strategies. This involves identifying specific and measurable objectives such as boosting brand awareness, driving website traffic or generating leads. These objectives will help guide your analytics efforts and enable you to achieve the most effective results. 

Identify Key Metrics for your small business on LinkedIn 

LinkedIn provides valuable analytics tools, however, not all metrics are relevant for every business. Focus on tracking relevant metrics that align with your objectives. Key metrics may include:   

How can I use LinkedIn analytics?  

Step 1: Log in to LinkedIn. Go to the company page and go to your LinkedIn admin view.  

Step 2. Click on Analytics on the left side of your screen.

 

Step 3. Once the analytics tab is open, you can see detailed insights organised into content, visitors, followers, leads, competitors and employee advocacy.  

 

It’s important to regularly review your social media analytics on LinkedIn to identify patterns, trends, and areas for improvement. These insights can help you refine your strategy, optimise your content, and continuously improve your social media marketing efforts.

Tracking social media analytics on LinkedIn is not just about numbers; it’s about understanding your audience, refining your strategy, and driving tangible business outcomes. By setting clear objectives, leveraging analytics tools, and adopting a data-driven approach, small business owners can unlock the full potential of LinkedIn as a powerful marketing platform. Embrace analytics as a guiding compass on your journey to social media success, and watch your business thrive in the digital realm. 

Learn more about social media marketing and how it can help your small business here.

Your Carnsight Communications Social Media Wizard  

Laura 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

You’re probably wondering what I mean by a ‘PR ecosystem’. This is by no means a professional or academic term, it’s actually a phrase one of my colleagues threw around in the office recently as part of an off-hand discussion. But it stuck with me. The winning piece of context here is that we were talking about placing a recent piece – the final product was tweaked a lot and landed with a publication that, while great, was not what we initially shaped the piece for. So it took more time and more effort, and a few revisions that didn’t ‘end up anywhere’ (as I like to say, you have to crack some eggs to make an omelette). But, later in the week, this piece ended up being crucial to securing a great piece in a national title – it was a credit to our spokesperson’s expertise, passion, and relevance, and got us over the line ahead of competition candidates.

Bigger picture value

We have a lot of discussions with clients about their dream, ideal, and target publications. The truth of the matter is sometimes that to reach the top-tier publications we aspire to, it’s necessary to build a firm base in the media – to grow credibility as a brand, spokesperson, or expert – and to prove the value and media reputation that can back your bid for inclusion. Oftentimes, there are necessary stepping stones to get you there, and compromises that, in the long run, can pay off tenfold. Changing an angle, redrafting a piece or placing a comment somewhere different can work in your favour, and it all helps to build a media presence. Or, as Jess put it, your ecosystem.

There is so much to be said for the value of industry, trade, and local press. These titles often have well-developed, engaged communities. They can also offer a trusted line into more tailored, niche audiences and thus allow you to be more strategic and targeted in your communications. Hence, a balanced ecosystem that taps into the benefits of a wide range of publications can be incredibly valuable.

The long game

PR is often most valuable if you’re willing to play the long game. Growing your presence gradually and sustainably, putting in the work to create a profile and building your contacts can benefit you and your business for years to come.

It’s not always all about the immediate payoff in PR. Securing a hit piece in a big title or your dream publication is more likely if you put in the groundwork. Establish a base of credibility – get your business, brand, and thought leaders covered in multiple publications. Seed variety by commenting on a spectrum of topics or having a range of projects highlighted – this will help show that you’re not just a ‘one-hit wonder’ and prove sustained value.

How is a PR retainer valuable?

When we work together…

While we will always see merit in the benefits of long-lasting retained relationships, we also understand that it’s not always in the scope. If DIY PR is better suited to you at this time, then our eBook – Powerfully Practical PR – may be a more achievable approach to building momentum and nurturing your own PR ecosystem.