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How to create social media content for small businesses

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A man scheduling content on social media
Between April 2022 and April 2023 there were 150 million new social media users – a 3.2% increase year-over-year | Photo: Austin Distel

Mastering the art of creating useful and engaging social media content is essential for any small business – but just like most of the tasks, it is easier said than done.

Accord to recent data released by the Search Engine Journal, there are 4.8 billion social media users worldwide, representing 59.9% of the global population and 92.7% of all internet users. And companies not able to catch up with the fast-paced digital world are already facing sales and branding problems given how many new people turn to platforms like Facebook, Instagram, Twitter, and LinkedIn, on a daily basis, to discover products and services: between April 2022 and April 2023, there were 150 million new social media users – a 3.2% increase year-over-year.

Small businesses have a unique opportunity to connect with their target audience, boost brand awareness, and drive growth through social media. Here we explore key strategies to help entrepreneurs how to create engaging content that can make a significant impact.

Know Your Audience

Before diving into content creation, it’s crucial to have a deep understanding of your target audience. Who are your customers? What are their preferences and essential interests? Carefully study your audience’s demographics and behaviours to understand where you are in order to create an effective social media calendar with clear goals.

Set Clear Goals

Define your social media objectives. Are you looking to increase brand awareness, drive website traffic, boost sales, or engage with your community? Setting clear, measurable goals will guide your content strategy and help you track your progress over time. Take small steps. There is no point in aiming for 1 million new users and an absurdly high turnover overnight. When it comes to social media, you will have to learn to play the long game.

Content Planning and Calendar

You must create a content calendar to organize your posting schedule.

Consistency is key in social media, and a calendar can help you maintain a regular posting cadence. Plan your content themes, topics, and post types in advance, taking into account holidays, special events, and industry trends.

Tell Your Story

Share the story behind your business. Customers connect with brands that have a compelling narrative. Highlight your company’s history, values, and mission. Showcase the people behind the scenes, your team’s expertise, and the dedication that goes into your products or services.

Visual Appeal

Visual content is highly engaging on social media. Invest in high-quality images and videos that represent your brand. Use eye-catching graphics, infographics, and animations to convey information creatively.

Educational Content

Position your business as an industry authority by creating educational content. Share informative blog posts, how-to guides, tutorials, and industry insights. Provide value to your audience by answering common questions or addressing challenges in your niche.

Engage with Your Audience

Social media is a two-way street. Respond promptly to comments, messages, and mentions. Foster a sense of community by actively engaging with your followers. Encourage discussions and user-generated content, and listen to customer feedback to improve your products or services.

Embrace User-Generated Content (UGC)

Encourage your customers to share their experiences with your products or services. Repost UGC with proper credit. This not only showcases satisfied customers but also builds trust and authenticity around your brand.

Analyse and Adapt

Regularly review your social media analytics to gauge the performance of your content. Identify what works and what doesn’t. Adjust your strategy based on the data to continually improve your social media presence.

No matter where you are, creating compelling social media content is a vital aspect of a small business’s digital marketing strategy. By understanding your audience, setting clear goals, planning your content, telling your story, embracing visual and educational content, engaging with your audience, and adapting based on analytics, you can craft a powerful social media presence that helps your small business thrive in the online

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Marketing

Importance of link building for SIA security companies

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Link building is crucial for businesses seeking to expand their reach and increase awareness as part of their digital marketing strategy | Photo: Raw Pixel

Link building plays a crucial role in the digital marketing strategy of Security Industry Authority (SIA) security companies, especially in a competitive market like London. The strategy has become a popular strategy in digital marketing due to its ability to improve search engine rankings and increase website visibility.

Over the years, companies have been acquiring links from other websites to their own company’s website making it an essential aspect of search engine optimization (SEO) and help supporting content marketing efforts by amplifying the reach and impact of high-quality content. According to marketing professionals and businesses owners it works because when other websites link to valuable content, it not only boosts the content’s visibility but also enhances the website’s authority and trustworthiness.

Here we explore the importance of link building for SIA security companies in London and how it can help improve online visibility, credibility, and ultimately, their business success.

Improve Search Engine Rankings

One of the primary benefits of link building is its impact on search engine rankings. Search engines like Google consider the number and quality of links pointing to a website when determining its ranking in search results. By acquiring high-quality links from reputable websites, SIA security companies can improve their search engine rankings and increase their visibility to potential customers.

Increase Website Traffic

A link building company can help increase website traffic. When other websites link to your company’s website, it can drive referral traffic from those sites to yours. This can lead to an increase in the number of visitors to your website, which can result in more leads and potential customers.

Build Credibility and Authority

Acquiring links from authoritative websites can help build credibility and authority for your SIA security company. When other reputable sites link to yours, it signals to search engines and users that your website is trustworthy and valuable. This can improve your company’s reputation and make it more likely that users will choose your services over competitors.

Enhance Brand Awareness

Link building can also help enhance brand awareness for your SIA security company. When your website is linked to from other sites, it exposes your brand to a wider audience. This can help increase brand recognition and make your company more memorable to potential customers.

Generate Qualified Leads

Links from relevant and authoritative websites can also help generate qualified leads for your SIA security company. When users click on a link to your website from a site that is related to security or London businesses, they are likely to be interested in your services. This can result in higher conversion rates and more business opportunities.

Stay Ahead of Competitors

In a competitive market like London, link building can help your SIA security company stay ahead of competitors. By acquiring high-quality links from reputable sites, you can improve your search engine rankings and visibility, making it more likely that potential customers will choose your services over competitors.

Long-Term Benefits

Link building offers long-term benefits for SIA security companies. Unlike some other forms of digital marketing, such as paid advertising, the effects of link building can be long-lasting. Once you have acquired high-quality links to your website, they can continue to benefit your SEO efforts for years to come.

Link building is a critical component of the digital marketing strategy for SIA security companies. Businesses looking to improve online presence and attract more customers could take advantage of investing in a link building strategy, as it can improve their search engine rankings, website organic traffic, build credibility and authority, as well as enhance brand awareness, generate qualified leads, stay ahead of competitors, amongst other long-term benefits.

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Marketing

Campari partners with Cannes for the third consecutive year

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Campari partners with Festival de Cannes for the third consecutive year
The Italian brand will host a series of exclusive events during the 77th Festival de Cannes

Campari is set to return to the Cannes Film Festival, as an official partner, for the third consecutive year.

The Italian brand has chosen the opening of the 77th edition of the festival to launch its ‘We Are Cinema’ campaign. The aim is to acknowledge human stories as the inspiration for some of the world’s greatest cinema. Campari will also host a series of events from the Campari Lounge in the Palais de Festival, the main venue of the film awards, over-looking the famous red-carpet. This year, the brand will also be introducing its Hyde Beach by Campari, a new space on Boulevard de Croisette, where stars and guests will be welcomed, and events hosted throughout the festival.

In 2024 Campari will be partnering for the third year with Breaking Through The Lens, a non-profit organisation which empowers women in film by facilitating access to vital funding. Together, they will host the ‘Crossing Borders’ gala to celebrate women who have transcended cultural borders. The evening will include a panel discussion featuring actress, Diane Kruger.

“We are delighted to return to Festival de Cannes, this year bringing our passion for cinema and stories through our global We Are Cinema campaign to the iconic Festival setting. With a strong and enduring legacy in the cinema world, creativity and passion remain at the heart of everything we do. This year, we look forward to continuing to bring this to our audience through a programme of remarkable moments throughout the Festival,” says Campari Group Head of Marketing, Julka Villa.

The 77th Cannes Film Festival marks the debut of Campari’s partnership with Soho House, to host a creative film competition to support and honour emerging film talent. Festival de Cannes, one of the most anticipated events of the film industry calendar, will run from 14th-25th May 2024.

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Marketing

Research reveals unusual items inherited by people

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Research reveals the unusual items inherited by people
Jewellery and watches top the list (52%) followed by furniture (31%) and clothing (27%) | Photo: Sam Mgrdichian

A new research from home appliance brand Beko has revealed the most weird and wonderful items that consumers have inherited.

77% of UK consumers have inherited at least one common physical household object whilst jewellery and watches top the list (52%) followed by furniture (31%), clothing (27%) and artwork or decorations (21%). With 17% of those who were surveyed saying they have inherited white goods, such as a washing machine or fridge, 18% said white goods were an object they were most likely to pass on. The generation most likely to want to inherit white goods were millennials.

The research revealed some of the most weird and wonderful items inherited including a live giant tortoise, “a very small glass bottle of what turned out to be a unknown bodily fluid from a little known “celebrity” from the Seventies” and a twelve foot giraffe with big eyes and soft hair!

When it comes to the reasons behind what items people want to inherit, over a third (34%) said that having a household object that will last a long time is the likeliest factor in wanting to inherit it. A majority of those surveyed (51%) fear that fewer large household items will be inherited these days compared to previous generations, with the biggest reasons being that products today are not built to last or are less high quality. 

The research comes as Beko launches its latest campaign “The Beko Inheritance” which hopes to redefine industry standards around the durability of household appliances. 

Infusing the campaign with a perfect balance of creativity, humour and an underlying serious message,

Infused with humour, the short film was produced by VML Germany & UK in collaboration with OB42 director Jack Howard. It features performances from Brendan Patricks (Downton Abbey), Ross Hatt (The Gentlemen), and Marty Cruckshank (The Crown) during a family dispute over a presumed family heirloom, the unexpected reveal at the will reading leaves audiences both surprised and amused.

The campaign also features the official Beko Inheritance Addendum, a physical document allowing its holder to officially pass on their Beko appliance to their loved ones.

“in our journey to elevate the everyday, we recognize the value of our customers’ time. We are pleased to showcase The Beko Inheritance campaign which we hope resonates and brings joy whilst drawing viewers into a world where we can generate meaningful conversation around the durability of our products,” Akin Garzanli, Chief Marketing Officer at Beko.

The research to uncover the most unusual items inherited by people was conducted by Focaldata with a nationally representative sample of 2,015 UK adults, between 12-15 April 2024.

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