Should I still bother with SEO during the global health crisis?

It is true to say that the global health pandemic has shaken up a lot of things for 2020, not least the day to day operations of most businesses. For many this is a tricky time, and one that will be challenging for the foreseeable future.

So, when money is tight where should you be investing it to gain the best results?

Conflicting information online makes it difficult for business owners to navigate the best ways to market their products and services and to stay competitive for when things eventually normalise.

Search engine optimisation (SEO) is one of the most important digital marketing strategies to keep going during this time. Here’s some reasons why.

The online world isn’t slowing down

While supply chains have collapsed and small businesses struggle to get their products to their customers, there is some hope for small businesses online. The pandemic has forced consumers to stay in their homes which has resulted in an increase of online use. New figures say that online usage has increased by 50-70% over the last few weeks due to worldwide lockdowns, suggesting that there is an opportunity for small businesses to invest in their efforts to provide information to those searching.
Investing time in SEO strategies that provide relevant information, such as blog writing can be highly beneficial. 

Measurable return on investment

Digital marketing is an investment in both time and money. The global health pandemic might have restricted your budget, which means that investing in something that is going to generate you the most return is likely to be your number one priority. With SEO, results are completely trackable. This isn’t to say that SEO is a quick results strategy. SEO is a long term strategy and one that should be worked on continuously to gain results.

Focusing efforts on your SEO during the harder times is likely to pay off in the long term. 

Long term benefits 

Search engine optimisation isn’t just a one-time solution. It is a continual process that requires regular updates according to search engine’s algorithm changes.
Keeping up your SEO during these challenging times is crucial to not falling behind the competition when things normalise. Put your business in the forefront of your customers minds now, and in preparation for when the lockdown ends.

Stay competitive 

Your competitors are likely to be facing similar challenges to you, which might also mean that they are doing everything they can to stay relevant by climbing higher on search engine rankings.
By working on your SEO strategy, you can help your business to stay competitive and not to fall behind your competitors by the time normal life resumes.

Marketing efforts drive sales

Online marketing is one of the best ways for businesses to generate money at this time. Search engine optimisation reaches potential customers when they are searching for a business like yours.

While people are staying home for the time being, search can be a great way to seek new customers without face-to-face contact.
You might not be gaining as many sales as you usually would during this time, but SEO can certainly help to put your brand out there for those customers who do intend on making purchases now.

Looking for a cost-effective SEO strategy to help your business through this challenging time?

Speak to Bigg today. We offer a range of digital marketing packages to help small businesses to grow. 

What are PPC Ads?

You’ve probably heard of the term PPC marketing, and perhaps even browsed our range of PPC packages to see what’s on offer. But, what actually is it? How can it benefit your business in the long run? 

Well, we’re here to explain just that in this blog.

Firstly, what is it? 

Pay-per-click (PPC) advertising is when someone pays a platform for each click it receives for advertising on its platform. This form of advertising allows you to increase the visibility of your site and products or services, which might be more difficult to earn organically.
PPC advertising through Google and Facebook are some of the most popular platforms and can help a business to see visible and quantifiable results from a campaign. 

How does it work?

Well, it depends which platform you choose.
If you’re looking to target people who search for a business like yours in a search engine, then Google Ads is probably the best advertising system (and the most popular).
With Google Ads, you will bid on a keyword that you think (or know) that your audience will use when they search for a business like yours. Each time your target audience searches for the term, Google scans its database of advertisers for a set of matches to appear in the search results. 

This is where your rival companies come in, as they are likely to be competing for advertising space on the same search terms. 

The matches that Google picks completely depends on a number of ranking factors: 

  • The quality of your ads 
  • Your spend behind the ad
  • Your business’ landing page quality and experience
  • The location, device, search term and other factors of the searcher

Google says that if your ad uses highly relevant keywords and ads, it is possible to rank higher than competitors, even if your ad bid is lower. 

Facebook Ads

Facebook ads work a little differently in that Facebook ads target audiences more narrowly. Facebook has extremely high numbers of monthly users, and the data that Facebook uses to create ads is a lot more specific than it is through Google searches. With Facebook, your ads are targeted towards people that are likely to be taking an interest in your products or services, rather than basing it on a search keyword like Google. 

Where do I start?

Keyword research is a crucial aspect of pay-per-click advertising, and although it can be time-consuming, is a fundamental aspect of the success of a campaign.
Your keywords should be targeted to match those that your target audience is going to search when looking for your services. 

There are a number of different types of keywords that will match certain queries, like positive and negative keywords.

Positive terms are those which you aim to rank for letting Google know that these keywords are the ones that you want your ad to appear in. Negative keywords, on the other hand, are those which you use to remove traffic that doesn’t match your services. For example, “free sofas in Bristol”. You might offer sofas in Bristol, but the searcher, in this case, is seeking out something which is free- so you would use ‘free’ as a negative keyword so that your ad will not appear when this query is typed.

Our Ads team here at Bigg are experienced in driving great results for clients across Google and Facebook Ads.To find out more about the affordable ads packages we offer, visit https://www.bigg.co.uk/services/addio or get in touch here.




Bigg’s Social Media Guide for Small Businesses during the pandemic

A global pandemic was not what any of us expected for 2020, and for businesses it has forced everyone to rethink their strategies, realign their goals and embrace new approaches.
For small independent businesses, this is for many, a challenging time. But we’re not here to talk about the doom and gloom, we’re here to help by giving your small business some great tips for moving forward.
We now live in a digital world, where much day to day business can be done online. Most small businesses have a social media presence, and if they don’t, they definitely should. 
Facebook recently announced that they would be setting aside $100 million to help small businesses to survive through a new cash grant and ad credits programme.
The programme will help up to 30,000 small businesses who have been negatively affected by COVID-19. The funds will help to cover rent costs, allow businesses to connect with more customers through Facebook, cover operating expenses and keep workforces strong across 30 countries in which they operate. 

So, what else can small businesses be doing at this time on social media?

Communication 

The outbreak has forced most of us to work from home. Communication through social media is key in continuing a great relationship through the hardships of the pandemic. Updating your social media posts to reflect your new business hours, changes in deliveries or any other business information is a great idea. We’ll go into detail about the type of posts you can create later on. 

Message and tone 

We’re going through a global pandemic, which means a lot of us aren’t feeling our usual selves. Try to look at the positives when it comes to putting out a message to your audience. Perhaps your small business has been affected as your team can no longer work in the same space, or your delivery times are falling a little behind schedule. 
Let your audience know what you are doing to work through the issues you are facing as a business.
Think about what customers want to hear from your brand and tailor an approach around it.
Try to avoid virtue signalling during this time, but instead, focus on delivering a message that really benefits your customers. 

Social content during the pandemic 

There are lots of ways that you can engage with your customers through social media. Your community is still engaged; you need to step up to that.

Go live

Video content is a great way to engage with your audience.
You might not be able to meet your customers face to face, but video content can be just as valuable.
Live Instagram stories or Facebook live videos are good tools you can use to deliver authentic messages to your audiences, it also gives customers an opportunity to ask any questions they might have, and to receive instant responses from you. 

Live videos can be as long or short as you want them to be, but it is recommended that your video lasts for at least ten minutes to drive engagement.
The nature of your business, and the products or services you offer will dictate the sort of live video you produce. It can be anything from a sit down and chat video to showing your audience the new products you have on your online store, to completing a live workout tutorial- whatever suits your brand. 

Virtual Tours

Your clients might not be able to visit your business at this time, but it doesn’t mean that they shouldn’t get to see what you are offering. Facebook’s 360 videos give users the opportunity to show their audiences what they have to offer, without them having to physically meet you.

Facebook Groups 

Looking for more ways to communicate with your audience? A Facebook group is a great way to gain more information about what your audience would like to see from your business at this time. It helps everyone to stay informed about the latest updates you have and to ask and answer questions. 

Get creative! 

The current situation is far from ideal, but it has opened more opportunities for people to get creative whilst hibernating inside. 
Think outside of the box when it comes to your social media content. Write blogs for your website that can be shared across your social platforms, create eye-catching imagery in an indoor setting and leverage the power of Facebook Ads to get your products seen by wider audiences.

Track what works

Social media is a cost-effective way to interact with your customers, and when done correctly can yield results. 
If you’re trying out some new forms of content, always track what is performing best. Learn from successes and failures and adjust your strategy accordingly. For example, perhaps your live videos are getting more engagements than posting articles from other sources. 

What to consider

Are there processes that you can streamline to ensure that your customers receive their products on time? Can you change your delivery process so that products are delivered to your customer’s doorsteps rather than making purchases in-store? 

Planning for the future

What are you changing about your business, and how are you adapting to the current health crisis? 
Keep your customers updated where you can. This will help to build trust between your business and customers and ensure that everyone is kept informed. 

Don’t ignore what’s happening 

Some brands have been criticised for not addressing the current situation, and while a lot of social media users will seek escapism from the overload of pandemic-related information online, others appreciate a sensitive approach to the ongoing crisis from the brands they follow. 

It doesn’t mean to say that you shouldn’t still feature the products or services that you offer, but addressing the situation through content that resonates with your audience can be a beneficial move.


Fancy a chat or need some advice about anything digital-marketing? At Bigg, we’re on hand to offer free advice to any small businesses looking for answers to their digital marketing questions today and for the future. Drop us a line and one of our advisors will be more than happy to talk with you.



Hey Siri, How does voice search affect my SEO?

Voice search is one of the trends affecting search rankings in 2020, as we discussed earlier in the year.
With the introduction of new technology, voice search is becoming increasingly useful for seeking and finding out information online. According to research conducted in 2019, around 48% of consumers are using voice search for general information. 

If you don’t know what voice search is, the clue is in the name. It is defined as information that is found on a search platform using your voice. Voice assistants like Alexa, Siri and Google Home are some of the ways in which people are finding information, and much of that is conducted using longtail keywords on a smartphone or computer (more on that later!). 

Now that we know what voice search is, it’s important if you operate a business to understand how this affects your website and search rankings.

Mobile-first strategies 

Let’s face it, as a population, we’re on our smartphones all of the time- which means that your audience is likely to be too. 

If you’re not optimising your website for mobile devices you’re likely to be missing a trick. There are so many reasons why your website should be mobile-friendly, not least because Google considers it to be one of the most important aspects of ranking higher.
A site that works well for mobile devices is a no-brainer if you are hoping to climb the search engine rankings.

Longtail Keywords

The way people use voice search is different from how they use search engines through a keypad. Many of the requests entered using a voice assistant utilise longtail keywords. That is, language that is a lot more natural as opposed to short, snappy wording. 
Users are more likely to use question phrases over simple keywords, and so integrating longtail keywords into your website content is becoming increasingly important.

Natural Language

On a similar note to longtail keywords, natural language is a must for your website content. Sites that are optimised to include language which is natural in wording will trump those that integrate unnaturally placed keywords. We’ve mentioned this a million times, but stuffing keywords into your content isn’t going to do your site rankings any good, and Google is unlikely to see your site as being authentic if you do so.
Always use natural language not only for the benefit of voice searchers for seeking out content like yours but for the sake of your rankings overall.

Local SEO 

Research has found that information gathered using voice search on a mobile device is three times more likely to be location-based. Therefore strategies should be tailored around the location of a business, optimising their sites for local search terms, and ensuring that their business has all the relevant location-based details. 

Conclusion

Everyone loves convenience, which is why voice search is so widely used today. Voice search is revolutionising the way we find information online and therefore how brands position their SEO strategies. 

When your target audience is searching for a business like yours, there’s a good chance that they are using voice to conduct their research. Climbing the rankings on search results is only possible if you are up to date with the latest algorithm changes and any updates in technology which can massively affect your search results. 

Need help creating an SEO strategy that drives traffic, all while listening to the latest trends?
Speak to Bigg now


Ways to make boring blog content more engaging

When it comes to blogging, it’s far too easy to regurgitate information you’ve learnt about your industry, in the hope that people are still going to choose your blog over higher ranking websites for information.

The truth is that there are hundreds of millions of blog posts on the internet, so getting lost amongst a sea of others competing for the same ranking space using the same keywords is far too real.
How are your blogs making a difference in the industry? Are they providing inspiring, unique content or are they offering something else that other blogs don’t?
In this blog, we’ll advise you on the best ways to spruce up your content to drive engagements and connect with your audience!

Make your introduction count

The first paragraph of your blog should really make a big impact on the reader if you’re hoping to caption their attention and encourage them to read the whole article.
Liv Batten, Content writing Executive here at Bigg says, “When I’m writing a blog I always try to make the introduction as interesting and concise as I can. I think the first paragraph really sets the tone for the entire blog and draws people in. Keeping it concise and thought-provoking is a great way of encouraging readers to stay on the page and carry on reading.”
Making your blog more interesting starts from the moment you start typing!

Tell a story

People like stories, specifically if they can relate to them.
If you’ve got a story that you can tell, use it to leverage information about a topic on which you are writing. For example, you might be talking about the benefits of using anti-spam software. Telling a true story (whether from the news or word of mouth) about a business that has had a bad experience from not protecting themselves with anti-spam software can help to make your blog more interesting, not to mention back up the products that you are promoting. 

Use statistics

Statistics can help to back up any information or facts that you provide your reader.
Our team at Bigg know a thing or two about creating captivating content for our clients. Content Executive Alice says “I think it’s important when writing a blog to keep the content current and interesting, so always use up-to-date statistics, news stories, facts or information. In addition to this, it’s essential to translate any information in a simple and digestible manner but its also important that you reflect the tone of the client you are writing for whether that be a more factual, informative tone or more playful and creative.”
Whether you’re writing for your own business or creating a guest post for another, always be sure to integrate up to date statistics where you can. This can make your blog come across as a reliable source of information, not to mention make your article an interesting read.

Quality over quantity

Yes, high wordcount blogs are great- but if you’re stuffing information into a post for the sake of it, it can come across untrustworthy and may even impact your SEO ranking.
Capture the attention of your readers by simply writing what is necessary, rather than writing for a word count. Some readers might only be interested in reading the essential information that you have provided, and a short, concise blog can be great for improving engagement.
To make it easier to read, consider breaking up your paragraphs into sizeable chunks, and separating long text using images or video content. Always use high-quality imagery and video content if you do decide to incorporate them into your blogs to give a good impression to your readers.

Create media to match your content

While some site visitors will prefer to read a blog, others engage better with other mediums, such as videos or infographics.
If you can accompany your blog content with a form of media, you could increase your engagement rates. Video is a great platform for providing information and helps to build trust because your readers can put a voice to a name. Neil Patel is an example of someone who regularly uses video content to talk about marketing tips and tricks. His videos help the audience to understand a subject better and prompt engagement because people can leave their own comments about their experiences or opinions. 

Create value 

Every blog you publish on your website should give the audience value in some way. Your content can be as broad or as specific as you need it to be, however, it should provide guidance or information in some form so that the reader gains something from it. For example, your opinions on an industry news story and how it could change the landscape for other organisations, how-to guides or information about the materials you use in the products you offer.

Creating engaging content isn’t always straightforward, and often other tasks tend to take over when you’re running a small business.
If you need help writing content that drives traffic to your site and encourages conversation, speak to Biggs Wordlabs team. We’re experienced in taking content from creation to creation action across a range of industries.

Why every small business needs SEO (and why you should outsource it to a digital marketing agency!)

Getting your business noticed is becoming more challenging than ever, making investing in digital marketing increasingly crucial for businesses to get discovered by their customers.
SEO is one of the basic necessities of driving traffic to your website, and traffic can amount to long term results for your business. 
Creating a website is the first step in driving customers to your business, but without SEO it is much harder to get consistent traffic to your website because Google and other search engines are unlikely to recognise your business as being legitimate.
A strong SEO campaign puts your business at the forefront of your audiences searches, allowing you to stay competitive in the market and to increase your conversion rates.

Why outsource your SEO?

Competitive Advantage

Whether you own a large corporation or a small, local business- chances are that your competitors are working hard on their SEO to climb the search engine rankings for your industry keywords.
When you outsource your SEO with an agency, you don’t need to worry about setting time aside to focus on ranking ahead of your competitors. Your SEO strategy will be managed by an in-house team who will focus on getting your website ranking higher on the search engines to increase the traffic to your site. 

Experience and knowledge

Outsourcing your SEO work is great because agencies like us know what we’re doing! As a small business, you might not have yet gained the expertise for SEO management, and if your strategy is based on guesswork it is unlikely to gain the very best outcome.

Algorithm changes

Google’s algorithm is always changing, and keeping up with the latest requirements for your website SEO can be time-consuming, particularly if you are focused on running other aspects of your business.
When you outsource to an agency, you can trust that the latest algorithm updates are followed by a trusted team and your SEO management adjusted accordingly.

Save money

Mistakes within SEO could be costing your business money, so it’s always important to understand exactly how the changes you’re making to your site internally or externally are impacting your rankings. Agencies will ensure that every penny you spend is used efficiently to generate the very best results for your SEO campaign.

Avoid wasting time

Running a business can be like juggling ten china plates at once, and you don’t always have the time or money to waste on attempting a new SEO strategy. If you want the very best results from your SEO, but don’t have the time to perfect your SEO strategy through great online content or site optimisation tactics- leave it to the experts.
SEO isn’t something that you can leave to its own devices once you’ve set up a strategy. Search engine algorithms are always changing, and so too are their requirements for your site to rank higher than competitors. With an agency, any new updates are monitored regularly by SEO experts and strategies are altered to reflect any new requirements, so that your site stays as competitive as it can.  

Results! 

The main reason you should outsource your SEO? For the results!
When you work on SEO without prior experience, you risk wasting time and money on an SEO strategy that isn’t quite right and therefore isn’t yielding the results you desire.
When you outsource your SEO to an expert team, you can be sure to gain the very best from your investment. Your strategy can be continually monitored to ensure that changes are made to make your strategy adaptable to both your competitors and the demands of algorithm changes. 

Sold on outsourcing your SEO?

Speak to Bigg about choosing a package that best suits your business needs.

Five Bristol-based Instagram accounts we love

We love our HQ city of Bristol- home of the Balloon Fiesta, the famous Clifton Suspension Bridge, brightly coloured houses, unique street art and the least attractive accent in the UK (apparently).

If you’ve been reading our blog, you’ll know that we love a good Instagram feed, and we thought it was well overdue that we gave our take on the best Insta’s in Bristol! 

Glitch Bristol

Glitch Bristol is a jack of all trades; a salon, plant shop, music venue and event space!
Glitch really convey their brand personality throughout their feed, and it’s pleasant on the eye because each three images group together to show a service that they provide – so that every line on their feed is cohesive. Their Instagram is a playbook of well-photographed images of everything from the venue itself, to customer hairstyles, to music venue posts.
It is clear that Glitch’s strategy works, as it has earned them a nice 17.8k following. 

Pure Barber Inc 

Managed by our very own Social Media Manager, Hannah, we couldn’t miss out Pure Barber Inc, Fishpond’s premier barber salon.
Pure Barber’s feed is everything you’d hope your barbers would be- sleek, professional and friendly.

What’s great about Pure Barber’s feed is that it integrates various types of content to make the feed interesting, while still having a consistent theme.
Inspiring quotes, promotional text and unique video content break up the haircut imagery, making the feed look visually appealing.
(Speak to us today about running your Instagram!)

The Athenian

The drool-worthy Athenian is one of our team’s favourite greek food spots in Bristol.
Since delectable food is what The Athenian is all about, their feed is jam-packed full of high-quality imagery of their souvlaki, vegan gyros and much more, which has earned them an impressive 61,000 followers.
User-generated content works great for The Athenian, where customers can tag The Athenian in their own pictures, while their hashtag campaign ‘IAmAnAthenian’ encourages other users to share their imagery (a hashtag which has already generated over 3,000 posts).

Bristol Balloon

The annual Bristol Balloon Fiesta is held right on our HQ doorstep and is an internationally popular event for hot air balloon lovers.
We love how Bristol Balloon’s Instagram feed displays a range of high-quality imagery from across the city, making it visually impressive and engaging. Close-up imagery of the balloons is separated by stunning landscape photographs and promotion posts. It’s an added plus that the feed displays the beauty of our HQ city of Bristol!

Anna Cake Couture

Based in the heart of Clifton, Anna Cake Couture is the home of beautifully decorated cakes, macarons and patisseries.
You only have to take one glance at Anna’s Instagram account to see why it is so successful. Aside from high-quality imagery, Anna’s cakes exude colour and style, making the feed not only visually appealing but easy to read. Using a combination of close-up imagery with visuals of inside and outside the shop, they’ve created a feed that really represents their brand image.

Do you need help getting your Instagram noticed by your target audience? Speak to the Socialika team

Don’t forget to follow the Bigg Instagram account for Bigg updates, industry news and digital marketing tips- @biggdigital!

Inbound vs Outbound Marketing: What’s the difference?

Do you know the difference between inbound and outbound marketing?

If you are new to navigating the world of marketing jargon, we’re here to help.

Read on for a brief overview of the main differences between inbound and outbound marketing to help you to establish which is best for your business.

Inbound Marketing

Inbound marketing is any form of internal activity to market a brand, including content marketing (blog posts, social media, email marketing) and paid search.
Examples of inbound marketing:

  • Social media
  • SEO campaigns
  • PPC campaigns
  • Blog writing

What’s great about Inbound Marketing:

Over the last decade or so in particular, internet marketing has opened a whole new, cost-effective channel for brands to connect with their target audiences. Businesses are able to create a campaign suitable for their budget, whether small or large, measuring results along the way. With content marketing, for example, such as social media, businesses can measure the reach of a social media post, assess whether it helped them to achieve sales and amend a campaign accordingly.
Inbound marketing is fairly hands-off and indirect and, rather than pushing directly for a sale, politely directs audiences towards purchasing a product or investing in a service by encouraging them to engage with the brand.

With inbound marketing, businesses are able to target consumers at every stage of the marketing funnel, and there is the potential for a high return on investment because more informed decisions can be made according to each campaign.

Outbound Marketing

Outbound marketing involves a business conducting any external activity which pushes a message to a potential customer. This can be anything from flyers to television commercials and cold calling.

The main difference between these two forms of marketing is that outbound marketing can be very costly, and the return on investment is not always as quantifiable as it is with inbound. This is because generally, all inbound forms of marketing are trackable using online systems (Facebook, email marketing campaigns etc), so it is easy to measure success rates and conversions.
Often with outbound marketing, brands find that they invest substantially in a marketing channel, but yield lower returns on investment than they would through inbound techniques.

What’s great about Outbound Marketing:

Outbound marketing has the potential to reach wide audiences at one time (think billboards, television and radio adverts), which is why it can be great for businesses with large budgets and whose target market isn’t necessarily specific – such as mobile networks.

marketing funnel with text awareness consideration decision

Which is more effective?

Both forms of marketing clearly have their benefits, and which is best for you completely depends on the scale of business, your goals and the results you are hoping to achieve.
Inbound marketing is certainly very powerful in this digital age and has the potential to yield strong results and return on investment. However, inbound marketing doesn’t necessarily generate instant results and does take time.

Outbound marketing, although it has the potential to reach thousands of people at one time, there is no guarantee that you are going to be targeting suitable audiences for your products or services. Outbound marketing, therefore, isn’t as responsive as inbound forms of marketing and it can be difficult to measure the successes and direct sales from a campaign in comparison to forms of online advertising. For this reason, outbound marketing is often seen as costly and doesn’t always generate a great return on investment.
Inbound marketing, on the other hand, utilises online analytics to measure results and alter campaigns accordingly. With inbound marketing, it is much easier to amend an underperforming campaign along the way to generate the very best results- whereas for outbound marketing it is much more difficult to arrange due to the channels used. 

On the other hand, one of the benefits of outbound marketing is that it is very direct and gets your business in front of the eyes of thousands of potential customers, making it hugely beneficial. While the investment might be large, the outcomes can be equally great.

Which should you choose?

Choosing the best form of marketing for your business completely depends on your market, goals and brand.
Are your audience more likely to make a purchase decision based on a television ad, or are they frequent internet users that would respond better to a Facebook or Instagram ad campaign?
Every business is different when it comes to goals. Do you want to drive awareness of your brand or engage with your audience?
Outbound marketing is great for getting your message out to mass audiences, but for small businesses with small budgets, inbound marketing is a cost-effective way to generate results at a low cost.

For most businesses, a mixture of both inbound and outbound marketing gives the best of both worlds.
Inbound marketing certainly should not be ignored and is a great way for businesses to build their brand reputation, connect with audiences and drive traffic to their websites.

Want to learn more about inbound marketing methods to help grow your business?

Bigg is experienced in delivering successful marketing strategies that work. Speak to our team today to find a package to suit your business goals.




Six brands that crushed their Valentine’s Day campaigns

We can’t believe that Valentine’s Day is now upon us, a true reminder of how fast we are getting through 2020. While for couples around the globe Valentine’s Day is a day to celebrate the company of a significant other, for brands it is an ideal opportunity to maximise their sales efforts, plug a new promotion and to make their business stand out amongst their competition. It is for this reason that Valentine’s Day campaigns are so unique.
Let’s take a look at some of the best marketing campaigns that cupid worked his magic on and you can take inspiration from, not only for Valentine’s Day campaigns but for other significant days throughout the year.

Twitter – Relatable tweets

Twitter’s 2020 billboard campaign honed in on the #relatabletweets trend, whereby posters were placed around the US and UK to talk about dating and relationships.
Twitter’s campaign has generated attention because it did something unique- capture the attention of passers-by through relatability. 
Most people can relate to a bad dating story or humorous dating advice, and Twitter is the place where many people go to express it. We love this outstanding, outside-of-the-box campaign!

KFC – Moonpig collaboration

Fast-food chain KFC has paired up with greeting card business Moonpig this year to produce a range of limited edition “finger lickin good” cards. What’s so different about their campaign? Well, aside from the customisable and humorous cards featuring a range of popular KFC products, they are also scented using, you guessed it, KFC’s restaurant favourite recipes. While it does seem like a perfectly-timed publicity campaign, KFC are also donating 10% of their proceeds to the KFC Foundation, which pays out grants to its charity partners. Nice one KFC!

Lush- Emoji bath bombs 

If there’s one thing handmade cosmetics brand, Lush Cosmetics are good at, it’s making themed products. Their ranges of snowman-shaped, butterfly-shaped, flower-shaped (the list goes on) products have undoubtedly set their products apart from any competitor- and it’s been no different this Valentine’s Day.
Lush’s aubergine and peach emoji bath bombs have got a lot of people talking, and have been a great promotion for Lush since they first launched the idea in 2019.

Pot noodle – Send Noods

Pot Noodle had just the solution for Valentine’s Day customers stuck for gift ideas this year. “Send Noods” is a limited-time campaign allowing mates and dates to send boxes of Pot Noodles to a loved one. A clever and innovative way to drive attention to the Pot Noodle brand. 

Greggs – Candle Lit Dinner

We are all familiar with Greggs’ top-notch promotional campaigns over the last few years, including the launch of its well-acclaimed vegan sausage roll, but one that sticks in our minds is Greggs’ Valentine’s Day meal campaign that ran in 2018. If you’re a lover of Greggs, you’ll know that eating in-store isn’t a particularly romantic experience, so when a select number of UK Greggs bakeries offered a dine-in candlelit four-course dinner for its customers for one night only, people jumped at the opportunity. Greggs certainly generated the interest they deserved from this brilliant PR campaign.

Spotify – User data

In 2016, Spotify’s billboard campaign caught everyone’s attention for all the right reasons. Spotify’s data-driven campaign cleverly used its user’s statistics to poke fun at its audience, talking about user behaviours, current topics and events.
We love how well Spotify identified their audience and used humour to their advantage.

What we’ve learnt

The day of love isn’t just for relationships, but for brands too.
If you’re looking to create a campaign that makes an impact, think of ways in which you can capture the attention of your audience. Use audience listening techniques to research and dig deep to find out how they behave, the language they use and what they interact with. It’s worked for the above brands, and there’s no reason why it shouldn’t for yours.

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Five ways to establish your brand voice

A brand voice is an attitude, personality and specific tone that a company uses to interact with its target audience. As a business, a brand voice is integral for representing your values and identity. Through social media, website content, emails and ads, there are a variety of ways in which a brand voice may be conveyed, and keeping it consistent throughout is key in representing your brand’s personality and values.

If you are a small business, finding a brand voice can seem intimidating. Should you communicate professionally to your audience or would a more casual tone be beneficial to sales?

Read on for five ways in which to establish your brand voice.

Establish your brand identity

What do your products or services stand for, and what is the purpose of your brand? Establishing a voice starts by asking yourself these essential questions. 
Your mission statement should help you to reflect on your brand values and what is really important to your business.

Define what you want your brand voice to be 

Every brand voice is different, which means your business should have one of its own. Think about how you want your audience to portray your brand. Is it corporate and professional or humorous and witty?
Innocent Drinks are a good example of a company whose brand voice is the latter.
Innocent use smart-witted, humorous and clever wording in everything they do; from their product packaging to their ads and their Twitter interactions.

What works for Innocent is that it gives their products a personality against its competitors. Innocent has built up an impressive Twitter following (296.2k followers and counting), and this is likely to be because of their engaging, humorous posts which demonstrate their brand personality and ability to be up to date with what’s going on in the world. 

What is important to remember is that your brand voice should be consistent regardless of the platforms you are using. It wouldn’t make sense to have a humorous Twitter feed, then use more serious or corporate copy across other marketing channels. One brand voice helps to make your company more translatable so that your voice is consistent across all internal and external forms of communication.

Conduct your own surveys

If you are yet to establish a clear brand voice, ask others how they currently perceive your brand, or what they expect out of a brand like yours. It might be that your audience expects a professional tone in turn for a professional service, or perhaps they like to engage with your brand because it posts humorous videos.

Research your audience

Understanding your audience is a great way to identify your brand voice. What comes to mind when you picture your business’s customers? Who do you want to connect with, and on which channels do you think they will best interact with your brand?
You want to be using language that your target audience understands and uses in order to develop a brand voice that matches your company identity. For example, is your target audience a sector of an industry which uses technical language when referring to your products? Perhaps they are part of a new generation which uses slang or is up to date with pop culture? 

Your brand voice is representing your business to the world, so it needs to be a tone that best resonates with your audience.

Create some do’s and don’ts

Creating some basic principles for what best fits your brand voice is a great way to fully gain an identity across your whole business.
Take a few words that best represent your brand and use them to explain how you should and shouldn’t use them when it comes to content creation. For example, you might want your brand voice to be ‘humorous’ but not ‘silly’.

Do you need help perfecting your digital marketing strategy to convey your brand voice online?
Get in touch with Bigg. We’re focused on driving leads, enquiries and increasing exposure to help you grow, so you can focus on what you do best: running your business.

Establishing a brand voice