Facebook is changing the rules – here’s a quick summary!

Facebook is changing the rules – here’s a quick summary!

We’re closely watching the changes going on at Facebook and how they will impact on social media marketing. Certain things we have taken for granted are now no longer effective, so here’s the inside track for you: Where are your customers? 62% of consumers use Facebook 12% of consumers use Pinterest 11% of consumers use Twitter 9% of consumers use Instagram (This figure is currently on the rise!) And don’t forget, these figures talk about consumers, but business owners, managers and specifiers are consumers as well. Improve Organic Reach As you will have seen, Facebook now has a preference for video. A video of 90 seconds is ideal, although 35-40 seconds must be watched to make any impact on your stats. Facebook prefers authentic and regular posts, posting relevant, up-to-date content Facebook has new features designed to improve interaction through  ‘Audience Optimisation’. Using a button accessed when scheduling a post, you can target/reach people who are more likely to engage with it Facebook Live – Live video, streaming over  Facebook, sends a notification to your followers that you are LIVE! Changes to Facebook Posts created for the sole purpose of pushing people to buy your product or service using external links are now getting penalised Posts that push people to enter competitions, promotions, giveaways etc., are now being penalised Posts that re-use content from advertisements now get penalised Facebook preferences Facebook prefers companies/business pages to schedule directly through Facebook, rather than by using an external platform It no longer likes outbound links You should now upload any video content directly to Facebook, not via You Tube Create content that encourages engagement and...
3 Common Myths About GDPR and Business to Business Data

3 Common Myths About GDPR and Business to Business Data

With just a month to go before GDPR comes into force, I thought it well worth sharing this with you. There seems to be so much scaremongering around GDPR it reminds me of the so called *Millennium Bug if you remember that. A big frenzy of activity – and then nothing. Almost everything I’ve read about GDPR bundles B2B with consumer marketing and it shouldn’t as they are two different things. Yes, much of GDPR applies to businesses, but some important parts do not. Here’s why. I need to wait until GDPR is finalised on 25th May 2018 before I consider buying data No, you don’t. GDPR has already been finalised and the law for nearly 23 months. It comes into direct force on 25th May 2018 when everyone has to comply. Guidance on how to comply has been coming out from the ICO and the Article 29 Working Group on all aspects of the legislation so businesses will know how to implement the changes necessary. I need to gain consent for telemarketing campaigns You do not need to gain consent. You can use legitimate interests for telephone marketing, but you must screen telephone numbers against the Telephone Preference Service and Corporate Telephone Preference Service registers every 28 days. This is the general do not call register, which is set up by PECR. If they are not registered you can call them and if they elect to not be called again by your company you must add them to your own internal do not call list. I need to gain consent for email marketing Not when emailing a corporate business. GDPR will still apply as it covers...
New corporate identity and information board for Dronfield’s Lea Brook Valley

New corporate identity and information board for Dronfield’s Lea Brook Valley

AdPlace Marketing and Media has recently completed two design tasks for the Lea Brook Valley CIO (LBV CIO). Known locally as the Lea Brook Valley Enhancement Project, the LBV CIO is dedicated to the restoration of the Gosforth Valley Balancing Pond in Dronfield, North East Derbyshire. The project is designed to enhance the biodiversity of the valley area and involves landscaping the pond, the maintenance & strengthening of wildlife species in the area and encouraging volunteers to help with operations. The work provided by AdPlace Marketing was for the design of new display panels to provide information, a timeline about the project and what is going on at the site. The brief was then extended to the design of a new corporate identity which features a Damsel Fly in a colourful presentation that will soon be seen on promotional materials, public relations and in social media. Tom Walker, communications officer for Lea Brook Valley says: “We are working with various partners within the community to restore the area to its former glory and AdPlace Marketing has helped us to focus the messages and benefits to the community in a visual presentation. This is a two-year project that will enable us to conserve and improve the wildlife habitat and improve accessibility through new infrastructure.” Lea Brook Valley surrounds the Lea Brook in Dronfield and stretches for approximately one mile between Dronfield railway station and the balancing pond – which is situated off Gosforth Drive. Geoff Noake, managing director of AdPlace Marketing continues: “We were very pleased to help LBV CIO in what is an ambitious and highly worthwhile community project....
Geolocation is perfect for national businesses that wish to ‘look’ local

Geolocation is perfect for national businesses that wish to ‘look’ local

I was recently carrying out random searches to identify potential users for a content-driven marketing service we offer that improves the search rankings of small businesses and Googled the phrase ‘Taxi to Heathrow’ to find out what local taxi firms came up in the search. not many, it seems. As well those offering to take me to Heathrow airport from London or the Home Counties, one company  stood out from the rest. It offered to transport me to Heathrow from Sheffield – but it wasn’t local to my location. It was a London-based taxi business using a system called ‘Geolocation’. Geolocation technology has been around for a number years and is a very simple but an extremely clever data concept. Websites that use Geolocation identify visitors through their IP address (every computer or device has a unique IP address). This enables a website to identify where a website visitor is situated and then presents content ‘local’ to them in response to their search. For example, a national recruitment company might present a list of jobs in the East Midlands in response to a search request by a website user based in  Nottingham. Or, as in my search, information relevant to someone living in Sheffield was delivered to my screen following my search for a taxi to Heathrow. Using Geolocation software, a web advertiser can appear to be located locally to the person searching and by definition, this looks like a more relevant solution to their search needs than a competitor. It’s perfect for national businesses targeting particular towns or regions. For example, manufacturers, insurance companies, retailers, estate agents, financial businesses, travel companies and lots more could find it...
Integrated email marketing and telesales campaign finds new sales leads for Client

Integrated email marketing and telesales campaign finds new sales leads for Client

Barbour-ABI enables suppliers to the UK Construction industry find tailored sales leads for the types of projects they specialise in, in the areas they wish to work. AdPlace Marketing and Media has helped the O’Connell’s Drywall Contractors to: Identify the most appropriate projects in their sector Make initial contact with the specifiers on those projects to introduce O’Connell’s Use telesales marketing to qualify the leads and to obtain tender opportunities for the work Follow up and diarise future phone contact to help secure a contract By integrating desk research with Barbour-ABI, email marketing and telesales, we have opened up many new sales opportunities for O’Connell’s. To find out more, please download the PDF. If you are a Specialist Contractor in the Construction industry and are struggling to find the time to maximise ROI on your investment in a tailored lead generation system like Barbour-ABI or Glenigan, then ask the AdPlace Marketing team to help you. Call 01246 431572...
SURVIVING GOOGLE’s MOBILE FIRST INDEX

SURVIVING GOOGLE’s MOBILE FIRST INDEX

I have been reading a paper by SEO company Click Consult called ‘Surviving Google’s Mobile First Index’ in 2018, which is quite detailed in its content. However, its message is important – which is why I’ve condensed it to some key points for this email. If you wish to read the paper in full, you can download it here. Mobile search surpassed desktop some time ago and is increasing. This is because Googlebots are now crawling websites in inverse proportions – approximately 80/20% weighting in favour of mobile. Google’s idea is to reduce the frustration of users who may click on the first result in a mobile search and find a site calibrated for much larger screens and requiring excessive scrolling on a mobile. In instances where large advertisers run two websites – one for desktops and one for mobile – it is the mobile website that will be indexed first. For this reason it is more convenient for advertisers to convert to a reactive or responsive website to reduce duplication of work. As I’ve mentioned in previous e-mails, HTTPS (secure) websites are beginning to take priority over standard HTTP sites, the latter starting to be marked as ‘insecure’ in searches by our friends at Google. The recommendation by Click Consult is that these changes need to be addressed within the next 12 to 18 months. The next point is particularly interesting. Progressive Web Apps (PWA) combine the best of a website with the ease of an app. They are websites that enable an app shell and configuration file to be downloaded to a smartphone, which allows the app to take on the best...
Read February’s Wise up Wednesday emails again here

Read February’s Wise up Wednesday emails again here

StreetwiseSubbie’s round up of ‘Wise up Wednesday’ emails is now available in a monthly publication. Written for specialist contractors in the construction and engineering industry, you can read it and download it here. To view at full screen, click the icon in the centre of the brochure image. You can email your comments, or request to subscribe to your own personal copy, by clicking here....
Amy & Geoff collect 2018 Institute of Direct Marketing CPD Awards

Amy & Geoff collect 2018 Institute of Direct Marketing CPD Awards

Everyone at AdPlace is pleased to announce that Geoff Noake and Amy Helliwell have both received their IDM CPD Awards for 2018 from the Institute of Direct and Digital Marketing (IDM). This Continuing Professional Development Award, which reflects a commitment to self-improvement and ongoing development, is a major part of the IDM’s work with members. Google advertising, GDPR, Artificial Intelligence (AI), mobile-first web development and the all-important marketing aspects of Search Engine Optimisation have featured over the last twelve months and this helps ensure that the AdPlace agency stays on top of trends and new developments in a very fast changing marketing and advertising industry. AdPlace managing director and IDM Fellow, Geoff Noake, says: “For a small advertising agency, much of the knowledge we take from the IDM and other events hosted by major brand advertisers often exceeds the needs of our Clients. However, we try to take the elements, processes and experiences that clients do need and instigate these at a level where we can help make them count.” Amy has previously gained her IDM Certificate in Social Media and this year’s CPD Award follows on from the one she achieved in...

Making E-mail personalisation work

The Ultimate Email Marketing Personalisation Checklist from Campaign Monitor “Personalisation. That’s what 33% of marketers answered when asked to highlight one capability that will be most important to marketing in the future. Furthermore, 74% of marketers say targeted E-mail personalisation in increases customer engagement. They also say that sales increase by an average of 20% when using personalised experiences. Which is why Campaign Monitor partnered with the team at Moveable Ink to create the ‘Ultimate Email Marketing Personalisation Checklist’ to help empower marketers to use the power of personalisation. E-mail personalisation helps you reach humans, not just inboxes! Here’s your personalisation checklist.   Source: The Ultimate Email Marketing Personalization Checklist by Campaign...
New Brand Builder service makes marketing easy for small businesses

New Brand Builder service makes marketing easy for small businesses

A new service designed to make it easy for small businesses to create marketing campaigns has been launched by AdPlace Marketing and Media. The new ‘NoFullStop Brand Builder’ is a fixed price package that gives users a press release, a brochure and a way to share these online. It will also help them to build a ‘sales funnel’, or prospect database, for e-mail marketing. The press release can then be circulated to the Brand Builder user’s target publications and added to their website. The benefit of adding the press release to a website is that it also helps to keep their website content up-to-date. The regular addition of new content or information is one of the key things that helps increase the chance of being ‘found’ in searches. Amy Helliwell, client services manager at AdPlace Marketing, says: “The objective is to make it easy for small businesses to create, manage and budget their monthly marketing activity. We’ve found that while many small businesses have something to shout about, they find it hard or time consuming to create their own marketing or PR. Brand Builder does it for them cost effectively, month by month and for a fixed price.” To find out how this new service can help you make your marketing easier, go to the NoFullStop Brand Builder page on the website, email here, or call 01246...