4 Tips on How Good #Content & #Copywriting Can Improve Website Conversion Rates

When new users visit your website the first thing they will notice is your website’s design and layout. The second thing to catch their attention will be the #content. The website look and design is the magnet to attract visitors. The #copywriting makes sure that they linger and consider your products and services seriously. At We Can Build Your Business, we encourage you to consider the tips mentioned below, as they will most definitely help you to improve your website conversation rates.

1. Consider the Personality Profile of Your #TargetAudience

When you speak with someone, you modify your speech patterns and words according to the person’s age and personality. For example, you would’t speak to a child in the same way you would speak to an adult nor would you address someone in authority the same way you would to a close friend or family member. This principle also applies to your copywriting.  Create a personality profile for your target audience and determine whether they’re impulsive, logical, aggressive, or prone to kindness. You can shape your copywriting content according to the profile.

2. Use Active or #PowerWords

You need to use words that prompt your prospective customers to act or illicit a strong emotional response from them. You can do that through action words/power words. Action words, as the name suggests, describe an action. They include words like buy, sell, choose, listen, read, etc. When you use them in your copywriting content, you encourage your customers to act. Power words like proven, money, value, verified, surging, great, wonderful, etc, immediate catch the customer’s interest and act as subconscious triggers.

3. Users Will Skim Content – Write Accordingly

Your target audiences are never going to read every sentence in your copywriting content. They will usually  skim through the material and pick up on the most important points. You should write the content in a format that will allow your users to read the material easily. Include things like bullet points, headings and subheadings, and bold word or italicise words that you want your customers to focus on. If your content is too difficult to read, your customers will look elsewhere instead of making an effort to go through it carefully.

4. Unique Content for #UniquePages

Your website will have unique pages like the About Us page, Landing Pages, Homepage, etc. Product description pages are not unique because you need to provide correct facts and information on the product or service you are providing. The unique pages, on the other hand, are an opportunity to establish a more personal relationship with your customers and help them connect with your brand. You can speak in your own voice and craft a personality for your brand on these pages. For example, some brands sound fun, quirky, and sarcastic while some sound sophisticated and elegant. These personalities can help you connect with your prospective customers and encourage loyalty.

If you want to know more about good copywriting, please do not hesitate to contact us. #WeCanBuildYourBusiness  small business support in #Manchester can offer solid advice to small businesses. We are happy to help you  as we have a team of professional partners on hand who can make a difference to your business success.

Articles/Blogs – £55 – 500 Words


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#Procrastination ….10 #Tips to Help You Get Things Done

Unfortunately, no matter how hard we try, sometimes it can be impossible for us to complete simple tasks that we know need to be done. It could be, finishing off some paperwork, or working on a new proposition or even just updating your website’s #Blog page. Whatever the job may be, some of us will do anything else in order to put it off. Obviously this can cause a drop in productivity and businesses need their level of output to be as high as possible at all times.

With this in mind, here are a few tips to help you avoid #Procrastination.

1.Make sure you working in the right #environment

This may be easier for some and not so, for others but the right environment can increase your productivity and make you happier in your work place. For example, if you work in an office you will not have too much control over the environment around you, however, if you are a remote worker or a #freelancer, then choose your location wisely. Don’t sit on the sofa at home with the TV on and expect your work to flow. Get yourself in an environment where you can concentrate and focus.

2.Know when you get your best work done

Not everybody suits the 9-5 ritual. Some people aren’t productive in the mornings and will spend those hours dithering until they have lunch before they get started on work. It’s not a valid excuse for #procrastination to say you’re not a morning person. If this is the case, you need to figure out the best times to work at your optimum and stick to it.

3.Learn how to #automate

Sometimes you may have far too many little jobs on the go at the same time and this may stop you from thinking straight– why not get smarter and automate your work. For your #SocialMedia updates like #Facebook #Twitter, #Linkedin or #GooglePlus why not spend 1 hour per week scheduling your posts in #Buffer or #Hootsuite and then only worry about your social presence once a week? #CRM systems like #SalesForce or #Zoho are advanced enough these days that can automatically send invoice reminders to your clients, or email updates of a new product you’re going to launch. Automating your work can be a massive time saver, especially to small businesses, and make your huge workload seem much less daunting.

4.Set yourself strict deadlines to keep

#Deadlines are good, they give you a time frame in which you have to keep to, in order to complete your work on time. If for whatever reason you don’t have a deadline for the work you are doing then you should set yourself one and stick to it. Working to a deadline gives you a sense of direction of how urgent a task is. If there is no time when you need to finish your job then you will just keep putting it off and off. Set yourself milestone reminders in your phone or your email of where you should be up to and when you need to be finished by.

5.Put your phone away

Mobile phones are most definitely an essential part of the business world today as everything is either available on mobile or moving to mobile. Unfortunately mobile phones can also be a huge distraction. You may have your work email on there and receive important updates – but you also have quick access to WhatsApp, Facebook, Twitter, Instagram and whatever other interesting apps and games you might have. No matter how much we love them and have them as a necessity, mobile phones have become a large part of our daily lives and they are a huge hindrance on productivity! Put your phone away, increase productivity and see the piles of work begin to disappear.

6.Don’t have dozens of tabs open on your browser.

It’s so easy when you are scrolling through Facebook or Twitter to just click on links that sound interesting and then leave those open on your computer. However, these are just distractions. Pages and pages of articles to distract you from the core activities you need to do. Try having an absolute maximum of 5 tabs at any one point then just see how much easier you find do your work!

7.Learn how to say “no”

“The difference between successful people and very successful people is that very successful people say “no” to almost everything.”

You don’t have to be afraid of saying “no” to other people in the office, if you use the right tone, it will not sound offensive or come across as being rude. Being able to refuse more work from others shows people that you are assertive and busy enough with your own responsibilities. It enables you complete your own work in a faster timeframe and then maybe when you have finished all your work, you can then go back and offer your assistance.

8.Create a progress chart

Get a big white board, pop it up in a highly visible place on your wall and clearly write down everything you need to do. This way people will see how busy you are and not want to distract you, and you will always have a reminder of where you are up to in progressing through all your jobs. Additionally a progress chart will ensure that you won’t forget a smaller task that you need to do.

9.Don’t be too proud to ask to for help if you need it

Sometimes the amount of work you have on the go can be too overwhelming and this may prevent you from completing it. In this case it is good to have the guts to step up and ask for help – share some of your workload so that you can really focus your mind on a few core tasks and get them completed to the best of your ability.

10.Remember the feeling of achievement you get when you complete a job

What better feeling is there in your job when you have completed a huge piece of work to a great standard? The waves of relief, pride and achievement you get is pretty difficult to top in the office – so why not harness these feelings and strive to get them more often. By remembering how great it feels to tick a task off your checklist you encourage yourself to accomplish this again and again!

It’s not always easy to follow these steps, but hopefully you will be able to implement some of these tips and see a real difference in your productivity at work.

Talk to us TODAY…..#WeCanBuildYourBusiness small business support in #Manchester  can offer solid advice to help small businesses grow confidently. We have a team of dedicated professionals who can help you.

E. hello@wecanbuildyourbusiness.com

T. 0330 133 0092



Two key Ways to Communicate Your #Professional #Expertise

Expert (adj) highly practised and skilful, or well informed, on a subject – (n) a person who is expert in a subject; (attrib.) of or being an expert.  #OxfordEnglishDictionary

The Oxford English Dictionary defines an #expert as a person highly practised and skilful or well informed on a subject.

But while you may have these attributes, proving it to people who do not know you is another matter.
Fortunately, there are two distinctive #PR and #communications routes at our disposal to highlight exactly why you have earned the right to be described as an expert in your niche sector.

First, there is traditional ‘indirect’ press and PR activity route, the ‘nuts and bolts’ of our industry.
Here you’re seeking third party endorsement via print, broadcast and online media. This can be achieved numerous ways to do this – including news stories, contributions to a sector-specific features, bylined articles or expertise columns. A regular flow of press releases to trade and business publications and ongoing contact with editors and journalists, who write about your niche sector, are also essential to position you as a thought-leader or expert.

What do you want to contribute to these journalists and editors?

The answer is simple.

Anything that forms part of a compelling narrative to position you as an expert.

Stories about contract wins, awards, accreditations, cases studies showing innovation, partnerships with like-minded experts, training and upskills initiatives – everything and anything that improves the way you do things in your niche sector.

Second, there is the direct or social media approach, where you populate your own online media platforms to show and share your expertise with the people you want to influence (such as a business website and blog and social media channels like LinkedIn, Twitter, Facebook and here at Manchester Professionals).

Your choice of content could range from your website’s own blogs and guest blogs on other sites to ‘how to’ ebooks, podcasts and video that show your peers that you have the knowledge, expertise and experience they need to help make their own #businesses more successful.

However, this #content should not be written like a newspaper advertisement or a television commercial saying how good you are.

Rather the approach should be the same as telling as story.

You should have a beginning (identifying the common problems your expertise can solve). A middle (how your expertise is going to solve the problem). And an end (the benefits of your experience as seen by the end user).

And when you’re creating or developing content with your team, always focus on engaging with your audience and winning their empathy.

Robert McKee, the award-winning author of #STORY, the screenwriter’s #bible, says the emotional involvement of audience depends upon authenticity and empathy: we must believe.  This principle equally applies to writing copy to position yourself as expert as it does to drafting a screenplay.

This method, unlike using traditional media, also means you need to build your own audience (or list) and generate plenty of inbound traffic.

However, they work best when are they employed together as part of your overall marketing communications strategy.

Author : Andrew Field #AFC

Marketing & PR Consultant – Manchester


If you require any assistance in #Marketing or #PR ……

Talk to us ODAY…..#WeCanBuildYourBusiness small business support in #Manchester  can offer solid advice to help small businesses grow confidently. We have a team of dedicated professionals who can help you.

E. hello@wecanbuildyourbusiness.com

T. 0330 133 0092



Why #KPI’s are Crucial for #SME’s to Measure Business Objectives in 2018

Can you imagine a footballer taking a penalty blindfolded? Even if you were #CristianoRonaldo you would still struggle to hit the target with no vision. I f you do not know your where your targets are then you are going to find it extremely difficult to hit them.

Trying to #Market and #Manage your business effectively without measuring the right metrics is just as difficult.

Every business or industry needs to evaluate its success at reaching targets and track whether it has accomplished its goals and objectives. A key performance Indicator (KPI) is a measurable value that demonstrates just this.  Each #KPI has its own set of measurement criteria it must meet which will determine an accomplishment or a failure. Key performance indicators will also vary from industry to industry or business to business.

It is also very easy to get drowned in too much information and this may result in you not being able to identify the correct path forward to follow, it is therefore vital that a business has a set strategy and has a full understanding of its goals and objectives to achieve and exceed targets and expectations.

What makes a #KPI effective?

A KPI is only as valuable as the action it inspires a business or industry to take. In many cases  organisation’s  will blindly adopt industry-recognized KPIs and then wonder why that KPI doesn’t reflect their own business and therefore fails to bring a positive outcome.  In reality one of the most important aspects of KPIs is that they are a form of communication. If they abide by the same rules and best practices of any other form of communication they should be clear and relevant and as such the message will be absorbed more positively and therefore acted upon.

In terms of developing a strategy for formulating KPIs, your team should start with the basics and understand what your business goals and objectives are, how you plan on achieving them, and who can act on this information. This should be a repetitive process to identify the correct formula and should involve feedback from analysts, department heads and managers. As this fact finding mission unfolds, you will gain a better understanding of which business processes need to be measured with KPIs and with whom that information should be shared.

Be SMART about your KPIs 

Let’s look at the LETTERS as one way to evaluate the relevance of a KPI


In other words: Is your objective Specific?

  • Can you Measure progress towards that goal?
  • Is the goal realistically Attainable?
  • How Relevant is the goal to your business?
  • What is the Time-frame for achieving this goal?

To be even SMARTER with your KPI’s evaluate and re-evaluate.

If you follow these two steps you can ensure you are continually assessing your KPIs and their relevance to your business. For example, if you’ve exceeded your sales target for the current year, you should determine if that’s because you set your goal too low or if that’s attributable to some other factor.

Some Examples of KPI’s

  • Sales KPI’s : Your competitive edge is a data-driven culture. You can provide your sales team with the KPI’s and metrics they require to be ahead of any competition, increase sales and close more deals.
  • Measure your sales growth over multiple time periods. This will enable you to see monthly or quarterly, highs and lows in your revenue and assist you with future forecasts and targets.
  • Measure and analyze your average order values. This KPI can be mixed with other KPI’s and metrics and give you more of an understanding of your customer purchase behaviour patterns.
  • A business may have one of its Key Performance Indicators as the percentage of its income that is generated from returning customers.
  • A school may focus its Key Performance Indicators on the academic grades achieved by its pupils.
  • A Customer Service Department may have one of its Key Performance Indicators : in line with overall company KPIs, percentage of customer calls answered in the first minute.

You may be serious about measuring your performance and consider #KPI’s as a valuable tool to manage your business’ performance, but if you do not have a robust process in place to develop these measures then there is a possibility you could be experiencing the following:

  • Measures are not being used because no-one really sees them as relevant to your Business Success and key objectives.
  • There are no clear links between your KPI measures and your Business Strategy.
  • You may not have a good idea on how to measure your goals, especially those which are intangible and your basic qualitative goals.

Are you measuring something meaningful? 

Some businesses may not appreciate the value of a KPI and if this is the case they may be falling foul to a common human error and that is “Lack of Communication.” The truth is that KPI’s are only as valuable as you make them.  A good KPI requires time, effort and you need the employees to buy into them to make them successful. While KPIs may have fallen out favour, their potential value remains in the hands of those that use them.

If people don’t share a single, sharply focused, easily imaginable vision of a result they want to create, any effort to measure that result will waste time. And if you do successfully get some measures established, it’s likely they just won’t stimulate the excitement and motivation needed to make the result happen.


In essence there are many different interpretations a business, industry or public service can measure its performance, but most importantly each goal or objective has to be measured to ensure it is successful and performing to a satisfactory level.

Understand, research, strategically plan, share and communicate effectively  to achieve successful #KPI’s.

Talk to us TODAY…..#WeCanBuildYourBusiness small business support in #Manchester  can offer solid advice to help small businesses grow confidently. We have a team of dedicated professionals who can help you.

E. hello@wecanbuildyourbusiness.com

T. 0330 133 0092


Video Marketing – How to get Your Business Going Viral on #Facebook

Marketing your business today is a far cry from what it used to be and keeping up with new trends in a digital media landscape where everyone is fighting for attention can be very challenging for most. It is a very different ballgame as the brave new world of #Digital Consumption is here to stay and the one of the most effective new ways of getting your business to go #Viral is #VideoMarketing.

30-60 second videos on platforms such as #Facebook can go viral very quickly and this is how it works….

Baiting viewers without being click bait –The secret is to bait viewers into watching the video, without becoming “click bait.”

A creative Video Marketing company will take your product or service and look closely at your target audience. They will then make a very explosive 30-60 second viral video that will easily attract attention with “buzzworthy stories and trendy topics” which people will want to like and share mainly because they are cool. The videos can accumulate hundreds of thousands of views and generate “warm data.” This is the trick as the company will then re-target your marketing campaign at your newly generated data rather than start from scratch which I am sure you will agree can only result in much higher conversion rates.

Most people would create a story with the “big message” either towards the end or halfway through but with viral videos it is completely different as they get the “big message” out there straight away. Facebook is a different world and this is how videos can go viral instantly.

The videos can be extremely #Silly and #Humorous or very #Heart-Wrenching but that is why they go viral.

So if you want to sell out of products or be booked up for services and generate more traffic to your website then this is a very effective way of doing it successfully.

Engage Visitors on Your Website with #VIDEO

The majority of website  visitors do not read through text, they quickly scan through it. In fact 80% of website visitors will watch a video and only 20% will actually read text in its entirety.  Use of video on your website will most certainly engage more visitors with your product or services.

If you feel you have a Cool Product or Service and you want it to go Viral then contact us TODAY

#WeCanBuildYourBusiness in #Manchester can offer solid advice to help small businesses grow confidently.

TALK TO US TODAY. We have a team of dedicated professionals who are happy to assist you.


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 t. 0330 133 0092


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10 Tips to Help You #StartUp a Business and Become a #SoleTrader

Becoming a self-employed #SoleTrader is a simple way to #StartUp  a business. Paperwork is generally minimal, accounting and record keeping can be quite straightforward and the benefits of being your own boss are numerous.
But #WeCanBuildYourBusiness,  recommend 10 Top Tips for you to consider.

1.Start Trading  –Setting up as a sole trader is a pretty straightforward business, you can really get up and running quite quickly. And the sooner you actually start doing business, the sooner you can earn some money, as any profit is yours.

2. Get a Diary- As it is you and solely you running your business and there are numerous day to day tasks that can make some huge demands on your time. Making sure you manage your time will be crucial to ensure you can efficiently tackle every necessary task. Learn to plan your time wisely by using a time management diary; break your day down hour by hour.

3. Consider the Taxman- As a sole trader you are legally responsible for completing your tax returns every year though a self assessment tax return as well as registering for VAT if your turnover exceeds the VAT threshold of £85,000. Remember you have to keep records of your business income and expenses. You don’t want to get into trouble with the #Taxman.

4. Send Invoices Quickly- As soon as you have completed the work you have been hired to do, make sure that you send your invoice out immediately. Email is probably the best option as it is fast and safe and it can’t get ‘lost in the post’. Make sure your invoice has all the relevant information such as total cost, payment terms and bank account details for the payment to be made to.

Use of an easy software package to manage your accounts and send invoices quickly – even from your mobile phone or tablet when you are “on the go” . Accounting Software packages such as #QuickBooks #Xero or #Kashflow are all very simple and easy to use.

5. Get Your Business Bank Account – Just because all the money you earn is yours, this doesn’t mean you should spend every penny of it. Remember you are still a business. You should set up a business bank account to get your business earnings paid into; then transfer your wages into your own personal account. That will help you to manage your money more effectively, and ensure you aren’t tempted to spend it all.

6. Make sure You Save, Save, Save – As a sole trader it’s your responsibility to raise any money needed for your business, from your own assets or from loans. With most small businesses struggling to even secure a loan (in this economic downturn) it makes more sense to save the money you do make – in case you need to invest it in new equipment, reinvest it into your business or to pay your tax bill.

7.Hire Staff if you need to – Contrary to popular belief, you can actually employ people as a sole trader business. If you find that you can’t do all the work yourself you can hire additional staff, though you will have to notify HM Revenue & Customs (HMRC) and collect income tax and national insurance contributions from your employees as well as run a Pay As You Earn (PAYE) payroll scheme.

8.Make sure you are Insured- Getting a good business insurance policy should be a top priority. Protecting yourself against the risks you can face as a business owner. Dependant on your business needs you may need public liability or professional liability insurance. And if you employ staff you are required by law to have employers’ liability insurance.

9. Consider incorporation- Remember just because you start your business as a sole trader doesn’t mean you have to trade as one for the rest of your life, you can change you business’ legal status, as your circumstances change. In some cases incorporation can reduce the amount of income tax you pay on your business profits as well as make you a separate legal entity from that of your business. Speak to a business adviser or accountant to find out the implications for your business.

10.  Get a Company Website, Get Social and Spread the WORD- Think of your website as being your greatest promotional tool. Your company website will communicate to the world all your business capabilities. if you are not on the internet and using #SocialMedia platforms in these times you virtually do not exist.

If you want to know more about being a sole trader and setting up a new business, please do not hesitate to contact us. #WeCanBuildYourBusiness in #Manchester can offer solid advice to help small businesses grow confidently.

TALK TO US TODAY. We have a team of dedicated professionals who are happy to assist you.

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5 Top Tips to Help Small Businesses Attract More Local Customers

Small businesses can benefit from a strong local presence. They do not have to compete with big names and can utilise their resources more productively. However, the national market and the local market are entirely two different things, so you need to use different strategies to gain a foothold in either of them.

At #WeCanBuildYourBusiness, we recommend the 5 marketing techniques mentioned below to help you attract more local customers.

1.Establish a Good Local Business Presence Online 

Search engines provide a number of opportunities to local businesses but you need to establish your local business to take advantage of that. Here’s what you should do:

  • Claim your business on Google My Business and make sure your location is accurate on Maps.
  • Correct any mistakes in your online name, address, and phone number information. You don’t want to mislead your customers.
  • Use long-tail local keywords like “web design in London,” or “winter jackets in Manchester”. This will draw the local audience to your business.
  • Make sure your website is SEO friendly and compatible with the mobile platform.

2.Register in Local Directories 

People online will look at local directories when they want to find local businesses. You should register will all available local directories in your city to expand your presence online and gain more visibility. Local directories allow user submitted reviews so you can take advantage of that to draw more customers to your store. These reviews can convince prospects to try your products and services. Focusing on #hyperlocalmarketing will allow you to narrow down your target audience and gain more conversions for less investment.

3.Loyalty Programs and Local Discounts 

You can include loyalty programs and local discounts in your marketing strategy to draw customers. Your campaigns should show your customers that you’re one of them and want to serve the local community. Some businesses hesitate to offer these programs because they believe it would eat into their profits. However, loyalty programs and discounts will keep bringing your customers back to your business so your investment would have good returns.

4.Become Active on Social Media 

People like to connect with brands and establish a relationship with them. That’s one of the reasons why brands and businesses engage audiences on platforms like Twitter, Facebook, Instagram, Snapchat, etc. When you communicate regularly with your customers, you have a personal connection with them and can address their concerns quickly. This will help improve your reputation and bring more local customers to your doorstep.

5. Consider Rebranding 

Rebranding or changing your brand’s message can help you establish a deeper connection with your local customers. Marketing at the hyperlocal level should be more personal and relevant to the area of service. You can change your logo, brand message, and your entire marketing strategy to fit a local customer base. That would help in the long run.

If you want to know more attracting local customers, don’t hesitate to contact us. We Can Build Your Business will offer solid advice on small businesses. You can give us a call on 0330 133 0092 or fill in this contact us form.

If you want to know more about attracting local customers please do not hesitate to contact us. We Can Build Your Business can offer solid advice to help small businesses grow confidently.

TALK TO US TODAY. We have a team of dedicated professionals who are happy to assist you.

 e. hello@wecanbuildyourbusiness.com

 t. 0330 133 0092


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How Visual Content is Taking Over the Digital Online Space in 2018

With an increasing number of Brands attempting to connect with their audiences across various social media platforms, it has been noticed that there is a decline in the attention spans of people in the online space. This has also compelled businesses to change their approach and the manner in which the they target their audiences in order to increase brand loyalty and engagement. Here we take a look at  social media trends that you can use to capitalise on in 2018. 

Focus on #Ephemeral Content

#Snapchat spearheaded the popularity of ephemeral content. This platform boasts over 10 billion daily video views, making it something no marketer can ignore. This is one of the best ways to reach generation Z and the younger Millennials. Ephemeral content is essentially short-lived (the longest it can last is only 24 hours), after which it disappears forever.

While some marketers have their qualms about the effectiveness of this content, the significant popularity it has received has compelled them to develop strategies that focus on ephemeral content marketing. The one way to make the best of this type of content marketing is to ensure that it revolves around producing pictures and videos that can engage target audiences within a very short time span.

#Chatbots is the way to Go

There has been a considerable rise in the manner in which businesses are now using social #chatbots to engage with their target audiences and improve the customer service experience. The prediction is that by the end of this year, almost 30% of online conversations will be machine-assisted.

Chatbots are software applications that are built to mimic a human-like conversation. They are like friends to online consumers and provide 24/7 services, ensuring that consumers get the information they need when they need it in order to make a better and more well-informed purchase decision. Companies are finding that they are able to build more personal and long-lasting relationships with existing as well as potential customers with the use of these chatbots.

Interactive broadcasting and #LiveStreaming are the latest trends

Today #Facebook offers live streaming via its Facebook Live application, and businesses can use this to reach their target audiences in a more effective manner. Aside from this, one-way live streaming can be converted into two-way streaming via broadcasting channels such as #Agora. This is one of the best ways that people can chat with each other and audiences aren’t required to download a separate app. This app integrates seamlessly with all the existing apps and brands can reach their consumers in real-time.

Image recognition and AI have started to transform the manner in which social Media Marketing functions. Today there are approximately 3.2 billion photos shared on a daily basis via platforms such as Instagram, Facebook, and Snapchat. This clearly shows the manner in which visual content is taking over the digital online space.

Focusing on these newer #SocialMedia trends is one of the best ways for brands to grow  quickly  in 2018.

If you want to know more about Social Media Marketing, please do not hesitate to contact us. We Can Build Your Business  #SmallBusinessSupport in Manchester can offer solid advice to small businesses. We are happy to help you  as we have a team of professional partners on hand who can make a difference to your business success.


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Why #GrowthHacking is Essential for New Business Growth & #Marketing in 2018

When it comes to starting a new business, it’s no surprise that marketing is a big worry. How are fledgling businesses able to compete in an increasingly competitive market? Many #entrepreneurs spend hours researching their potential business, but can’t find a way to market it well, and decide that a good idea for a business may have to stay just that – an idea. Others turn to Growth Hacking.

Even though #GrowthHacking has only been around for a few years, but now it’s one of the inclined terms in the tech world. Every startup is looking for growth hackers. Because, they too want to grow fast, and get millions of users and lots of profit.

Growth hacking is how startups like #Tinder grew users from fewer than 5,000 to almost 15,000 overnight. It is a process of experimenting with non-obvious, often counter-intuitive techniques for growing a business quickly and inexpensively. Pinpointing assumptions that you or others are making and testing them is essential to growth hacking.

Growth marketing is usually lead by a growth hacker, growth architect, or group of growth hackers, who implement growth hacking strategies. Growth Hacking is often highly technical and breaks established “rules” around marketing that others continue to follow.

Does the rise of growth hacking indicate and end to the marketing firm? Absolutely not.  What it will do is force a marketer to entirely revamp their marketing techniques to keep up with the ever-evolving world of social media and Internet advertising. Although growth hacking will cost a business significantly less than traditional advertising techniques it still requires a level of technical proficiency to be successful.

The Basics

Let’s break it down. When #Hotmail initially launched, it wanted to find a way to build its user base, so they came up with “PS I love you” that had a link to sign up for free email. What this did was use its existing users to market their brand for them. The idea was to zone in on a specific demographic, in this case email users, and it worked like a charm. This is probably one of the earliest examples of growth hacking.

Growth Hacking in its most basic sense is a form of interactive marketing that focuses on user connectivity and social trends to stimulate business growth (growth being the primary focus). Just like using a billboard in a heavily trafficked area, growth hacking targets the endlessly trafficked online world.

#Facebook, for example, has nearly 500 million users. That equates to a half a billion people checking their laptops and phones every day multiple times a day. So how do you target these people? You focus on people who are already interested in a brand similar to yours and in a sense piggy back off that brand by using subtle tactics like key words, blogs and videos that relate to your brand whilst putting them on the most relevant websites and in the correct forums.

Again, growth hacking does require technical proficiency along with statistical researching to know how when and where to attract attention to your brand. Although some have been lucky enough to have their brand go viral on a fluke, the majority of brands and apps that have gone viral were a direct result of heavy research and meticulous A/B testing paired with good ole fashioned trial and error. That being said, growth hacking can actually harm your brand just as much as it can help it if you confuse growth hacking with flooding the internet, this is where you may want to hire or at the very least seek guidance from an experienced growth hacker to ensure that your brand is marketed online properly.

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10 Helpful #PR Tips to Help You Stand Out from the Crowd

Standing out from the crowd has never been more challenging. After all, we are busier communicating with each other and more connected globally than we’ve ever been.

At the time of writing, just under half the world’s population (46.1%) is online (that’s over 3,600,000,000 people).

We’re operating 1,231,343,424 websites and crafting, drafting and posting 5,000,000 blogs every 24 hours.

Every single second we’re sharing 7,000 tweets, uploading 729 images to Instagram, watching 125,406 videos on You Tube and conducting 54,000 Google searches (back in 1998 when it launched Google was handling a paltry 10,000 search queries per day).

So how do owner-managers like you make themselves heard above such a digital racket?

The answer is simple.

You don’t need to reach out to every single person online, on Facebook or Twitter.

In your niche business-to-business village you only have to target, engage and communicate with dozens, hundreds or thousands of customers and prospects, not millions, billions or trillions.

That’s a much less daunting prospect, one you can achieve with the right PR communications strategy and tactics in place to ensure your voice is heard loud and clear where it matters most.

However, before you launch any new PR and communications activity, why not give yourself a quick PR healthcheck.

Use my 10 essential steps as a guide to help you review how you can engage more effectively with your B2B community.

1 Always pursue perfection 
Try to be the best you can be at what you do. An obvious aspiration for all of us, no matter what our field of expertise. But it is your job to make sure this is a reality for your business now rather than a distant future pipe-dream. Remember, it takes just as much time and effort to something badly as it does to do it well.

2 Your true public image  
Everything you say and do, or don’t say and don’t do, contributes to your public image and how people will perceive you and your business. People always like to talk about a bad experience rather than a good one. Think of the things that really annoy you when you’re purchasing, engaging or building a business relationship! Then avoid doing them yourself.

3 Your  people count
As a business employing people, you’re only as effective as your weakest link. That’s why it is important to have the buy-in from your entire team when you’re striving to be the best. If you’re embarking on PR and communications activity, make sure your team is kept in the picture. Explain what you’re doing and why … and welcome positive feedback.  They are your ambassadors, frontline champions. Your PR and communications campaigns will work harder for you with their support.

4 Accumulate empirical evidence 
You are an expert in your chosen field. You want others to see you are too. Gather empirical evidence to show your expertise. Keep a project log to record progress.  Note challenges and how you’re resolving them.  Crucially, ask your client’s opinion about the job you’re doing and write their words down. Third-party endorsements are priceless (don’t forget to ask for their consent if you want to share their comments). Once banked, you can draw on the empirical evidence you’ve accumulated to show others that you have the expertise to meet their similar issues.

5 Express your expertise 
You’ve invested time, money and effort acquiring expertise in a niche field where you shine. You’ve also invested your energies into recording empirical evidence to show your expertise. Naturally you want to share this expertise with the people who need it. Existing and future customers who face challenges you can help solve. Opinion formers who influence how people think in your sector. Peers who will applaud your achievements. Creating and sharing content shows how you identify and solve the challenges faced in your niche business sector. Doing this on a regular on-going basis (rather than one-off campaigns) will help you become a recognised authority people respect and want to hear from. When you speak they will listen.

6 Reach out and share 
There are many ways to produce content to prove your expertise. These range from press releases, case studies and video to blogs, opinion pieces and speaker events. Use them all if you can. Similarly, share information across all available media platforms from traditional print and broadcast media to publishing content on your own website and via your own and third party social media and online tools. Use them all but make sure you specifically tailor content for each platform. We all have all our idiosyncratic ways of connecting and what applies to one person might not apply to the next. The skill is to take a great story and make it really bust a gut for you.

7 Benchmarking 
There are only two real benchmark figures that business owner-managers are truly interested in … sales and margins. Any other statistics, although important, are merely window dressing compared to the main attraction of carrying out profitable business. However, visits to your www, opens on e-mail newsletters and white paper downloads are terrific indicators that your PR and communications activity is reaching out to the right people. The stats are relevant as proofs that the busier you are, the more people you can engage with on a regular basis.  Remember, if you say and do nothing, nobody will be able to listen to your or discover your about business.

8 Talking or stalking? 
There is lots of really clever automation and ID software to inform you about the people you’re reaching with your PR and communications activity. However, that information is only going to be of use to you if you are remain relevant to them after you’ve captured their initial interest. Now you’ve grabbed their attention, regularly release and share more engaging content rather than try to get them to buy before they are read.  All the content you’re producing is building confidence in you and driving them towards a one-to-one conversation, which is going to be your best opportunity to convert interest and engagement into a profitable sale and sustained business relationship.

9: Busy bees! 
Successful PR and communications is a marathon, not a sprint. You want to plan your activity over a sustained period of time. Release and share content on an on-going regular planned proactive basis rather than adopting a frenzied shotgun approach, blasting away hoping you might hit something. You’ve created engaging killer content based on your expertise and solution solving credentials. You’ve built sharing platforms to reach out to existing customers and prospects. Your final part of your plan is to put together a release schedule, ideally covering a 12 month period and designed to co-incide with complementary activity taking place locally, nationally or internationally.

10: Make decisions 
When the late Tim Bacon, co-founder and owner of Living Ventures, spoke at a hospitality trade event in Manchester a few years ago, he talked about the importance of decision making. “You have got to keep making decisions. It does not matter if they are right or wrong because if you make a wrong decision and you’ve got the brains to decide that it is wrong you just change it for another decision and eventually you will start getting it right. That is the process of success, being prepared to make decisions and making mistakes.”

As Tim rightly implied, if you’re NOT making any decisions about PR and communications, then you’re merely going to be treading water, waiting for something to happen without any real attempt to control your own journey or pro-actively influence your destiny.

Author Andrew Field – AFC #Marketing Manchester


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