Our September Skills event focused on Digital Marketing, an area which many of our members and contacts have expressed a deep interest in learning more about.
(After all, you can have the best product or service in the world, but if nobody knows about it, you won't be able to sell it!)
Over the course of an hour, we heard from four expert speakers on a variety of subjects.
- Grace Abell Neal, Abell Design
- Michael Rippon, Raindrop Digital
- Bethan Vincent, Marketing Consultant and Blogger
- Nick Gunson, Views Media
For those who were unable to join us for this session, the speakers have kindly put together a summary of the top tips from their talks:
Micheal Rippon - An introduction to Conversion Rate Optimisation
1.Always put yourself in your customers shoes when reviewing the steps through the website.
2.Assign digital goals into each step of the journey to gain an insight into user behaviour and to measure your website success.
3.Mapping a full customer experience is vital to understanding key abandonment areas and how each part of your marketing and website makes a difference to your bottom line revenue.
Grace Abell Neal - How to work with your designer and get the most out of the relationship
1. Tell your designer everything you know about the project.
A brief, a budget and a deadline isn’t enough for a designer to nail your commission. Who are your competitors? Who is the project’s intended audience? Do you have any evidence that your marketing is effective? There is no such thing as information overload at the briefing stage.
2. Don’t be scared to ask for amendments.
Your designer won’t need a cry and a cuddle if you want a few amendments. They expect a client to ask for reasonable changes, so just go for it- we want to get the job right for you.
3. Think long-term.
When starting out in business, hiring a designer for your logo, website and stationery might seem like a big overhead before you’ve even started to make any money. But you’re investing in appearing professional. A strong corporate identity can last for years. Likewise, a piece of design work doesn’t have to be single-use. Speak with your designer about creating flexible solutions which can be applied in print and digitally.
Nick Gunson - A brief look at social media and its importance in business.
1. Have a detailed strategy for each social media channel (who to target, when to post, quality not quantity).
2. Be proactive (don't be afraid to run competitions/take losses as the long run benefits will pay off, follow other strategies but make it your own).
3. It's not just about selling (make sure conversations and relationships are built, that's what's more likely to win over customers).
Bethan Vincent - Practical copywriting for the web
1. Simplicity rules when writing for the web, as people are much more likely to leave pages that they find confusing or overwhelming. (Secondary tip: you also usually have less than 5 seconds to grab their attention and keep them there in the first place!)
2. Be authentically yourself. Don't be afraid to write in a style which comes naturally to you - people want to engage with content which shows personality and an unique voice. As long as you have the fundamentals right, (grammar, spelling, etc.) treat writing as an opportunity to play.
3. Formatting can seriously increase the readability of your content. Think about breaking up content using line breaks, avoid over-use of capital letters and include clear headings.
Thank you again to our speakers, our attendees and special thanks to Hiscox, who provide the venue for our skills events.