Category: Marketing Company Cardiff

6 Content Marketing Mistakes You’re Still Making (and How to Avoid Them)

Here's a look at six of the biggest content marketing mistakes, and what marketing professionals can do to avoid them.

4 Tools to Help Personalize Your Marketing, and Increase Your Sales

Marketing personalization generates more sales, drives impulse shopping, and builds customer loyalty. Here are some tips and tools to help you maximize your marketing personalization efforts.

YouTube’s Testing a New Option to Display Each Users’ Comment History in Channels

YouTube's working on a new profile cards option which would display user comment histories for specific channels.

Snapchat Launches Political Ads Library for Increased Transparency

Ahead of the 2020 US Presidential Election, Snapchat has added a new resource which outlines political ads running on its platform.

Facebook Adds New Video Publishing Tools, Including Live Rehearsals and Watch Party Replays

Facebook has announced a new set of video creation and distribution tools at the International Broadcasting Convention in Amsterdam

SMT Employee Advocacy Survey 2019 – Part 1: The Current State of Employee Advocacy

To get a better understanding of the current state of employee advocacy, and the opportunities for brands, we recently conducted a survey of our SMT network.

Twitter’s Agency Playbook: Your Complete Guide to Crafting Effective Campaigns

Last Tuesday Twitter published its Agency Playbook targeted to serve as a one-stop-shop guide for improving campaigns developed by marketers and agencies.

“Digital advertising is hard. With new targeting tools, lightning-fast trends, and constantly-changing best practices, it can be overwhelming and challenging to stay on top of the game. Especially when you’re managing campaigns for multiple clients,” explained content coordinator Michelle Lee in an official blog post.

To simplify this process, the Playbook is divided into sections breaking down various campaign types, interest-based targeting and analytics tools, and creative ad specs. Rounding out these tips and best practices are actionable insights from the platform’s Business team and success stories from brands and agencies.

The guide kicks off addressing a fundamental and overarching question: what exactly is Twitter’s specific role in a holistic marketing campaign? In response, the Playbook points to the marketing calendar and events dashboard to help you optimize the planning of content.

To improve your conversations and delivery, the Guide stresses the use of the most clever, conversational and bold version of your brand voice when composing Tweets and breaking any and all brand news to reinforce your timeline around launch updates, promotions, or sneak peeks. Finally, incorporate both a healthy and balanced mix of organic and paid content.

Managing client expectations & setting up a brand account

As far as managing client expectations is concerned, the Playbook points to benchmarking data in addition to other targeting capabilities and stresses that success on Twitter is about reaching the right people—not reaching the most people. It also reminds readers that as with any platform, patience is a virtue and it takes time to build a loyal presence and following.

When setting up a brand Twitter account, key pieces of advice shared in the guide include filling keeping the bio as clear and simple as possible underscoring why a user would want to follow your company, maintaining visual consistency and choosing the best-pinned tweet. Think of your Pinned Tweet as the answer to someone asking your account “what’s new?”

Crafting an effective tweet

Aside from your pinned Tweet, additional dos and don’ts to keep in mind include avoiding more than two hashtags in a single post, keeping copy clear, concise, and bold, and embedding images and media such as emojis, pictures, and short videos when possible. Another habit you’ll want to steer clear from? Setting your campaigns and then forgetting about them. Check on a newly launched campaign every few days to gauge progress.

Choosing a campaign type & identifying your target audience

There are several campaign types offered by Twitter and selecting one boils down to a firm understanding of what you or your client is trying to achieve. The Playbook breaks down, for example, campaigns ideal optimizing for followers, website clicks or conversions, application installs, example app re-engagement, tweet engagement, and video views.

Hitting the right mix often takes multiple campaigns running at the same time in a trial and error system. To help you navigate these decisions, subsequent chapters of the Playbook break down specifications for tweets, media, and various ad formats and cards, as well as important statistics and data points aimed at helping people pitch Twitter to their clients.

As you hone your approach, you can begin to define your target audience through a combination of demographic and behavioral characteristics. Keywords, interests, events, conversation, and engagement are just a few options. You can also create tailored audience lists and use conversion tracking to monitor performance.

Measuring your results

The tweet activity dashboard, audience insight dashboard, account homepage, and campaign dashboards will be your go-to sources for viewing month-to-month performance reports and helpful metrics including impressions, engagement, profile visits, new followers, and mentions.

As Lee underscores towards the closing of the post, the goal of publishing this piece of content is to address the common pain points surrounding Twitter ads and “consolidate the necessary, must-have information in one place.”

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The post Twitter’s Agency Playbook: Your Complete Guide to Crafting Effective Campaigns appeared first on Social Media Week.

How to Use LinkedIn to Target the Professionals That Will Advance Your Business

Between 2011 and 2017, LinkedIn’s user base grew from 140 million to 500 million. Fast forward to today, the company boasts 645 million global users including over 150 million in the U.S. alone and is adding two new professionals to the user base every second.

What predominately used to be known for its résumé job searching capabilities has now evolved into a full-blown platform for marketing including content sharing and establishing a network of connections. In fact, 94 percent of B2B marketers on social media use LinkedIn to publish content.

Most recently, the company has unveiled new tools targeted to help users fill their project gaps by identifying service providers or freelancers who are fit for the job.

“If you are looking for someone to help you with your marketing strategy, simply search for ‘marketing,’ and filter by service provider. From there, you’ll see a list of providers that have shared that they are ‘open for business’ and fit your search criteria,” explained engineering manager Gaurav Vijayvargiya in an official blog post.

Doing so will trigger a list of results of individuals who are open business who you can message regardless if you are connected already or not. You’ll be able to browse any mutual connections you share, services they specialize in, and get a snapshot of their prior experience.

Below are some screenshots of what you can expect to see:

It may seem like common sense, but in the digital era don’t overlook the importance of taking the extra step to personalize your communication. Demonstrate you’ve done your homework and cite something specific from their background that particularly struck you. Spell out why the opportunity lines up and point to credentials that will encourage them to take action.

Under the same umbrella of adding value, LinkedIn has found that 91 percent of marketing executives view the platform as the best place to find high-quality content. With this stat in mind, a good practice to develop is to use your profile to showcase case studies and post relevant articles, stats, and insights that pertain to your business. This will not only serve as an informal sales pitch that can be browsed through at a potential client’s leisure, but keep your profile active and engaging for those already in your network.

In a separate platform update, LinkedIn is also simplifying and reducing the amount of time spent to get recommendations and referrals from both your network and the larger LinkedIn community.

“Similar to how referrals can get you in the door for a job opportunity, our research says that 51 percent of business leaders that hired a freelancer found them through a recommendation; and 36 percent of them found the provider through social media,” said Vijayvargiya.

Here’s the four-step breakdown for how it all works:

  1. On your mobile device, click the share box to create a post, and then click on “Find an Expert.”
  2. Fill out information about the type of provider you are looking for. It’s important to include project details and expectations, so that you get the most relevant recommendations. This section will automatically fill out a draft post for you to share.
  3. Be sure to review your post and ensure everything looks good before publishing. You’ll notice we’ve gone ahead and added in some relevant hashtags to help your post get discovered.
  4. Share your post. You can choose who can see your post – whether you only want recommendations from your network, or if you want to share more publicly. Once you hit share, the audience you selected will now be able to see your post and either comment directly on the post tagging folks who might be able to help, or message you to share their recommendations privately.

Whether you’re looking for your next star copywriter, a job coach to help you navigate your next opportunity, or someone tech-savvy to help you revamp and rebrand your website – with these updates, LinkedIn will reduce the hassle and headaches as you develop your business.

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The post How to Use LinkedIn to Target the Professionals That Will Advance Your Business appeared first on Social Media Week.

14 Types of Social Media Posts to Spark Engagement With Your Followers [Infographic]

Seeking inspiration for your brand's social media posts? These tips will help to get you thinking.

4 Key Elements of an Effective Social Media Strategy (and Tools to Help)

If you want to maximize your social media marketing performance, you need a defined strategy. These tips and tools will help.

Warner Bros. Uses Pinterest for Creative “IT: Chapter Two” Promotion

Warner Bros. recently partnered with Pinterest to launch a new style of promotional campaign for the film "IT: Chapter Two".

Facebook Expands ‘Today In’ Local News Section to More Than 6,000 US Cities and Towns

Facebook is bringing its 'Today In' local news and events highlights tools to a heap more regions across America.

Facebook Publishes New Data on Evolving Auto Purchase Considerations [Infographic]

Facebook's latest research report looks at the evolving vehicle discovery and purchase process, and the role that Facebook's platforms play in the same.

5 Strategies for Your 2020 Gen Z Marketing Plan

Throughout the past decade, we’ve marketed to millennials and simultaneously made predictions and projections about the next generation: Gen Z.

With $44 billion in purchasing power and devoting nearly 75 percentof their free time online, it is critical to have a social media strategy to target them. Not to mention, come next year they’ll make account for 40 percent of all consumers in the U.S.

To help prepare you, here are 5 key strategies you’ll want to keep in mind:

Capitalize on blasts from the past

Brands steeped in the past are increasingly becoming awakened to the numerous opportunities of nostalgia marketing. Movies, including Disney remakes of Aladdin and the Lion King, TV shows such as Stranger Things, are proven successes for one reason: in an era of impersonal digital media, nostalgia is the tried-and-true avenue for forging sustainable consumer ties.

Digital natives are constantly measuring themselves up to the perfectly contoured, curated Instagram photos. When a brand can forge meaningful connections between past and present, they not only deliver the euphoria of taking that trip down memory lane, but they satisfy a hunger for relatability, authenticity, and trust.

A recent example of a brand that did just this is Nokia. In a major throwback to the early 2000s, the company recently released a 2019 version of the classic flip phone updated with the social media needs of users today like WhatsApp, Facebook, and Google Assistant. “[This] phone is ideal for you if you are looking for a digital detox,” said Juho Sarvikas, Chief Product Officer at HMD Global (Nokia’s parent company), at the launch event.

Champion is yet another example. Through collaborations with trendy products like Supreme and Undefeated that received widespread media attention, paired with celebrities like Kylie Jenner and Chance the Rapper rocking the clothes, it wasn’t long before the brand hit full-blown come back mode.

Don’t try too hard

Being authentic to your communities and audience members means above all, being true to yourself. It truly is that simple, yet something that carries a profound impact with respect to being able to establish and maintain meaningful engagement.

When National Geographic made its first attempt at Snapchat it went in with tremendous efforts to be “young,” “cool,” and “hip.” After finding this felt too forced and was unsuccessful, the brand reassessed and made the more effective move to lean back into who the brand truly was at its core and shift its priority towards emphasizing first-party storytelling.

White Claw, also known as the alcoholic beverage of summer 2019, employed the approach of letting its consumers do the marketing. Aside from a few appearances, including being a sponsor at this year’s Kentucky Derby, the company doesn’t push itself onto the public.

“We want to let consumers have the conversation they want to have,” said Sanjiv Gajiwala, 39, the senior vice president of marketing at White Claw. “I’m not interested in forcing myself into a conversation they’re already having about me. I’m grateful they’re having that conversation.”

Doritos, too, is taking note of such trends and is running a new ad campaign sans its own logo. The “Anti-Ad” called “Another Level” relies on its familiar, triangular shape and red and blue bags for familiarity but the marketing stops there. “The following is a paid message for a chip so iconic we don’t need to name it, cause this is an ad with no logos, no jingles, no gimmicks, just those red and blue bags with the stuff you love in it,” the video opens. Added to this, the company created a Snapchat lens encouraging users to turn their face into a triangle.

Adopt a mobile-first strategy

With smartphones being Gen Z’s device of choice it’s not shocking that 53 percent of the demographic are using these devices to make purchases. Platforms are recognizing this and making moves to incorporate ways to make in-app purchases and enhancing the quality of their content boosting its appearances on mobile screens.

Instagram, for instance, recently unveiled “shopping tags,” giving users the ability to tag brands in their photos to promote their apparel and their followers the opportunity to check out the brand themselves. Additionally, a “Swipe up” feature takes individuals directly to that specific product page if they decide to make a purchase.

Forty-percent of consumers report they won’t recommend a business to a friend or relative that they had a bad experience with, so the moral here is making the social shopping process as positive and painless as possible. A few easy ways to do this are:

  • Make sure your site operates as fast as possible
  • Break up large chunks of text with subheads so they’re digestible on mobile screens
  • Design mobile-friendly forms, pop-ups, and opt-ins

Notions of speed aside, videos have become a viral way to communicate on mobile. In 2019, 70 percent of consumers have shared a brand’s video on social media and more than 70 percent of businesses credit video with boosting their conversion rate. Fifty-two percent of consumers say watching product promos instills them with confidence when making online purchase decisions.

Be socially responsible

Per a recent Marketing Dive report, Gen Z is three times more likely to say that the purpose of business is to “serve communities and society.” Whatever environmental or social cause resonates with your brand, identify authentic ways to share this story in your messaging that will encourage your followers to get involved. These positive values are reliable indicators that your brand will stand out in a sea of competition and set the stage for long-term relationships with your audience.

S’well’s Million Bottle Project is a great example. The initiative aims to displace 100 million single-use plastic bottles by 2020. The company recently launched a Million Bottle Corporate Challenge to work with other brands to create positive change and uses the hashtag #reducetheuse to promote positive practices and spread the word.

Similarly, TOMS’ campaign “Stand for Tomorrow” allows its customers to pick an issue area that they stand for and have the money from their purchase of a TOMS product go directly to supporting that cause. Mental health, equality, safe water, and homelessness are a few examples.

Use influencer marketing

Gen Z is notorious for exerting caution when choosing what they buy and who they buy it from. They tend to do a lot of research and are less likely to trust a brand from the get-go. They prefer endorsements from celebrities compared to traditional ads, but only if they come across as genuine.

That said, as marketers, we have a due diligence to ensure our influencer partnerships are the result of a process in which we ascertain the message comes from the right person. In other words, the influencer’s views and values should map onto what you stand for. You may come to find a traditional A-lister won’t fit these criteria and that is totally fine. That’s where micro-influencers are coming into play.

These social-media users typically boast a smaller, yet more impactful following of roughly several thousand to 100,000 followers. Unlike the larger names, micro-influencers could be someone we know and are more likely to facilitate sentiments of likability. Per recent Nielsen research, 92 percent of consumers trust recommendations from people they know.

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The post 5 Strategies for Your 2020 Gen Z Marketing Plan appeared first on Social Media Week.

PODCAST: How to Massively Scale Your Business through Customer-Centricity with Penny Wilson, Chief Marketing Officer at Hootsuite

This week’s episode of Social Media Week’s Leads2Scale podcast features Penny Wilson, Chief Marketing Officer at Hootsuite.

As CMO, Penny leads Hootsuite’s global marketing strategy, driving market leadership, awareness and demand generation.

During the conversation, Penny discussed:

  • How can neuroscience be used to develop marketing content in various communications
  • Why Hootsuite is so obsessed with being customer and community-centric in their approach
  • And how she sees the social media market evolving over the next few years

Listen to the full episode below:

Subscribe to Leads2Scale on Anchor, Apple Podcasts, Breaker, Google Podcasts, Pocket Casts, RadioPublic, Spotify, Castbox, Overcast, or Stitcher.

If you have suggestions for who we should interview or what topics you would like us to cover, please reach out to us at

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The post PODCAST: How to Massively Scale Your Business through Customer-Centricity with Penny Wilson, Chief Marketing Officer at Hootsuite appeared first on Social Media Week.

LinkedIn Publishes New Checklist for Tech Marketers [Infographic]

LinkedIn has put together a new set of tips for tech marketers, the result of a survey of more than 5,000 professionals in the field,

11 Steps to Improve Your Email Marketing That Take Just 7 Minutes [Infographic]

Is it time to give your email marketing process a tune-up? Check out these tips.

Facebook’s Testing a New ‘Chat’ Post Type to Connect Users to Private Messenger Chats

Facebook's testing out a new option that would help users connect Facebook followers through to private Messenger chats.

Facebook’s Libra Cryptocurrency Set to be Blocked in Europe, Another Potential Setback

It hasn't even been officially launched yet, and Facebook's Libra cryptocurrency is already facing significant challenges.

Google Wants In on Stories Too, so It’s Added a Stories-Like Option for Photos

Google is adding a new 'Memories' option to Google Photos, which looks a lot like Stories.