Category Archives: Digital Strategy

The Online Profile Builder is here! Bruce PR’s innovative digital marketing solution for SMEs

We’re delighted today to unveil details of our new Online Profile Builder. We developed this in response to the digital marketing needs of local businesses — businesses that are too small to have their own PR or marketing person, but too big to ignore the demand for online content.

Our Online Profile Builder is the perfect solution for businesses who want their business promoted but don’t want to do everything themselves. Bruce PR’s Online Profile Builder will solve the problem of having professionally written, high-quality content for your social media channels, and proper news items for traditional news outlets including newspapers — a crucial mix in the Highlands.

To find out more, visit our stand (Stand Number 1!) at the BNI Highlands Expo today at Eden Court. We’ll be able to show you just how our Online Profile Builder can solve your social media and publicity challenges, with one simple package. Click here to book a 5-minute telephone chat to get all the details.

How to boost your business with video

Laura Bruce from Bruce Public Relations speaking to a group at SCVO’s #DigitalMeetup in Inverness 25 January

Unless you’ve been living under a rock for the past few years, you will have noticed that the popularity of video has grown exponentially.

From Facebook to YouTube, we are consuming more video content than ever before. And the business case for video is compelling: according to Hubspot, after watching a video, 64% of users are more likely to buy a product online.

2017: the year of video?

We’ve seen growing interest in video, but I believe 2017 will be the year that video really takes off across a range of social platforms. By taking a few simple steps, any business can capitalise on the potential that video offers to share your message far and wide.

The power of leverage

For small- and medium-sized businesses with small- to medium-sized marketing budgets, video offers a powerful tool to generate leverage in your promotional activity. Equipped with little more than a smartphone, you can create short videos to bring your website and social media channels to life, and reach potentially millions of viewers online.

What should you say?

One of the best uses of video is to help people to understand what you do, and how you do it. A “value proposition” is a tool to help potential customers understand the benefits you provide, the problems you solve, and why they should choose you over your competition. Your value proposition should be a top priority when developing video content, and it’s something we work with clients to develop before doing any marketing or promotional activity. Once you are clear on what makes your business unique, it is much simpler to communicate this and convince potential customers why they should buy from you. [More on this here.]

Educate clients online, and build rapport

Also, consider the questions you typically respond to from clients or customers. For professional services firms like solicitors, accountants and architects, a video can save time responding to queries about your fee structure or services you provide. Perhaps your video could spec out the path of a typical query, and take a potential client through the process so there are no surprises? One of your team could explain how your fees are structured, and which if any services or advice you provide free of charge. A video will save staff time, and also serve to educate your audience. Moreover, by using an actual member of your team, video can build rapport in a way an email will never do.

Use video to accomplish new tasks online

But your video doesn’t have to be about your products or services. I recently worked with a large accounting firm to develop a video to recruit graduates to become trainee accountants. Shared on their website and social media channels, the animated video truly engaged the target audience — outperforming all other recruitment tactics— and generated a talented pool of ideal candidates!

Get something down on paper first

While some people are talented improvisational speakers, don’t put undue pressure on yourself or your team. Start with a script, outlining your key message and some details you want to include. Scripting your video doesn’t have to be complicated, but preparing a script will ensure you communicate what you intend to. And keep it short. Hubspot notes that 5% of people will turn off a video after one minute, but this figure jumps to 60% by two minutes! And ‘word count’ will make it simple to see how much you’ve got before you start filming: between 120 and 140 words will take about one minute to speak.

The crucial ingredient: a call to action

Don’t forget to include a call to action. Make sure to give your viewers one clear action to take — invite them to visit your website, ring your office, download a PDF, or email an enquiry. And make it simple for them to take that next step, by including a link, an email address, or similar.

What are you waiting for? 🙂

Video can positively impact your business in a range of ways – from increasing sales and driving traffic to your website, to educating potential customers about your products or services. The sooner you start using video, the sooner you’ll experience the benefits.

If you want to use video, but are not sure how to start, drop me a line or ring me. I think every business could be using video, and I can help you make the most of it!

Laura Bruce, Bruce Public Relations Ltd. copyright 2017. 

This article is based on my column in the January 2017 issue of Executive Magazine, a monthly publication of Scottish Provincial Press.

Why we’re the most expensive PR firm in the north of Scotland

I use to say we were the most experienced PR firm in the north of Scotland. But I recently adjusted that. I now describe us as the most expensive PR firm in the north of Scotland.

When we first started up, we use to compete, loosely, on price. But the clients we got typically didn’t appreciate what we could do for them, and often, despite getting them great results [read: excellent media coverage, strategy insights, positioning wins] the next time they had something to announce they’d make us compete all over again.

Those aren’t the clients we want to work with. “Love them what love you” is our ethos now.

There are some things money can buy.

There are some things money can buy.

We are a PR firm, yes, but we are also stupendously creative business advisors, and talented copywriters, with experience and connections far and wide. We can put you in touch with someone halfway across the world you would never otherwise have encountered. We can develop a value proposition that will earn your business hundreds of thousands of pounds. We can craft the story of your business into the compelling tale it should be — something you simply don’t have the time or expertise to do.

We won’t compete on price. But the clients we have the pleasure of serving don’t complain about our fees. They are happy to pay them.

If you’d like to engage in something far more than a public relations exercise, give us a bell.

Creating membership magic: tactics for Toastmasters

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3pm Friday 11 November, 2016, Dubhlinn D71 Toastmasters Conference

Is your club struggling to build membership? Do you have a hard time getting visitors to come along? Do visitors come to your club, but not become members?

This workshop will give you the tips and tricks you need to attract visitors to your club and convert them to members. Laura Bruce, President of Inverness Toastmasters, will share her story of how her club went from only 7 paid-up members in April 2015, to 27 members just 18 months later.

She will share her ACE Formula ™ — a suite of online and offline tools that she used as VP Membership to attract  and engage visitors, and convert those visitors into Toastmasters. She will also share her expertise as founder of Bruce Public Relations to show how the humble media release can be a powerful tool to raise the profile of your club.

Who will benefit from this workshop?

Any one with a club that is struggling with low member numbers. Any club that attracts visitors but hasn’t been successful in converting them to members. Any club that is facing extinction.

Special relevance to: VPs Membership, VPs PR, Presidents, Area and Division Directors

Come along and learn how to put the ACE Formula ™ to work creating membership magic for  your club!

For more information: http://www.dubhlinn2016.com/laura-bruce

If you would like a copy of the slides, click here. 

Is Facebook right for your business? Take 126 seconds and find out

Facebook can be a powerful tool for some businesses, but is yours one of them?

Facebook can be a powerful tool for some businesses, but is yours one of them?

Facebook may all the rage, but is it the best fit for your particular business?

If you’re not sure if you should be using Facebook for business, we can help.

We can take you through a super-quick, 2-minute quiz so you’ll know once and for all if Facebook will truly help you build your business. . . or if you’re wasting your time, and money.

Click here to set up a free assessment. In just a few minutes, you’ll know whether the latest craze is a good investment for your business. . . or if you should be focusing your attention on a different platform. Don’t waste anymore time — contact us now!

3 reasons your business needs a value proposition

Wouldn’t it be great to be able to explain to people what your business does in one sentence?

If you’ve struggled to describe what makes your business unique, then a “value proposition” may be the most important business tool you’ve never heard of.

If even your dog gets bored when you talk about your business, we can help.

If even your dog gets bored when you talk about your business, we can help.

But just because you’re not familiar with it, doesn’t mean you should ignore it. Whether you are considering launching a new enterprise, or if you have an established business, there are many reasons to develop a value proposition.

Here are three quick reasons why your business needs a value proposition.

  1. Your value proposition describes how you create value for your customers. It captures what you offer, and why.
  2. A good value proposition will distinguish you from your competition. It elegantly communicates your USP or “unique selling proposition”.
  3. Whether you provide a product or service, having a strong value proposition is key to winning customers. It helps them to understand why they should buy from you.

In this video, Laura Bruce takes a group through the basics of value proposition design

If you would like to explore how a value proposition will help your business communicate with its audiences, we can help. We offer a half-day value proposition development workshop. At the end of the session, you will leave with a value proposition that captures the value you create for your customers, and explains why they should buy from you.

It may be the best money you’ve ever invested in your business.

Contact Bruce Public Relations in Inverness to schedule a call to discuss. Don’t wait another day, wasting time with marketing copy that doesn’t tell people what problem you solve. Call us now!

7 simple tips to ensure your PR is E-L-E-G-A-N-T

Black cocktail dress on mannequin stand.

Choose elegance over fashion and you will always be happy you did.

Coco Chanel famously said, “That which is fashionable becomes unfashionable.” 

When it comes to promoting your business, do you feel like you are always chasing the latest fashion? All that running’s not good for your looks, darling. Choose timeless elegance, instead. It will do as much for your public relations as it will your personal style.  Why? Because while fashions may change, the principles of public relations endure.

Picture this: you’ve been invited to a party or a dinner. You have no idea what to wear. Most women will agree: when in doubt, choose the Little Black Dress. There’s something quietly reassuring about sticking with a classic. And so it is with public relations.

If you are hoping to generate publicity, the acronym ‘ELEGANT’ will guide you through some helpful reminders to ensure that your PR tactics are focussed. Follow these, and you’ll increase your chances of success. If you have news to share and are considering issuing a press release (or “media release”), the list below will help ensure you do the right things to generate the coverage you are hoping for.

Here are my 7 tips to ensure your PR is ELEGANT!

E – E is for “end”. In the words of Dr Steven Covey, “Start with the End in mind.”What is the goal of the publicity you are working to generate? Who to you hope to reach? What do you want them to know? Most of all, what do you hope they will do once they have read your news? Start with the big picture, and then work on the details.

L – L is for “leader”. Be a Leader in your field. Your words will carry far more import if you are perceived as an expert in your field. Remember, you don’t have to be the world authority on something to be an expert. You need only be the most prominent local authority. If you’re not the expert, find someone who is, and quote them in your media release.

E – E is for “evaluate”. Evaluate what will motivate your audience. Before you attempt to persuade, you should consider what your intended audience is likely to respond to. We recently announced a ‘good news’ story about a local business expanding. This type of story is something most business editors will welcome.

G – G is for “good”. What good are you doing? If you can communicate the benefit to potential customers, the local or wider community, this will help to ‘sell in’ your message. Are you creating jobs? Buying materials from local vendors? Training young people? Growing manufacturing capacity? Spell it out and it will sell the story.

A – A is for “articulate”. Articulate the benefits of your product or service. Spell out exactly what makes your product or service superior, unique, or unusual. Ideally, spell out all of these. In other words, if you’ve got it, flaunt it!

N – N is for “news”. What news value do you have? In other words, what makes your message newsworthy? If you don’t — or can’t — articulate this in your media release, you can bet an editor won’t be interested.

T – T is for “timing”. Think about what is going on in the world, including holidays, seasons, or recent news events. Time your media release to coincide with other events. If you can find a hook that ties your story to a bigger news theme, that will improve your chances of getting coverage.

Good luck!

I hope you find this guide useful. If you have news you would like to share with the world, we’d like to help you get the impact you hope for. With more than 20 years in media relations, you can count on us to help you craft a compelling message. Contact Bruce Public Relations on 01463 216226.

Laura Bruce’s top 10 PR tips from two decades in public relations

Bruce Public Relations founder Laura Bruce, on the banks of the River Ness in Inverness

Bruce Public Relations founder Laura Bruce, on the banks of the River Ness in Inverness

To celebrate our 10th anniversary Bruce Public Relations in Inverness is sharing 10 of our “insider tips” to help you boost your organisation’s profile. Remember, if you have really big news to share, speak to a professional about the best ways to get the word out.

In no particular order, here are 10 simple things you can do to ensure your business has an edge when it comes to PR.

  1. Learn to identify what may be newsworthy in your organisation. Are you launching a new service? Introducing a new product to your field? Are you involved in supporting a charity or other cause? All of these things create opportunities to open up dialogue with key audiences. [Hint: it’s not always the media you should be focussed on.}
  2. Identify the most appropriate social media platforms to reach your customers and clients, and establish a presence here. If you aren’t sure which platforms best suit your business, do some homework or speak to a professional for advice.
  3. Keep your website up-to-date. If you haven’t revised your website since it was built, it is probably out of date. Take a good look at it and see what needs freshening up, and make these changes.
  4. If you have news, consider issuing a media release. (If you’re not sure if you need one, contact us.)
  5. Anniversaries and milestones are ideal opportunities to share some news. If you have celebrated your 10th anniversary, or just built your 100th house, let people know.
  6. Share good news with your own team, first. There’s nothing better to build employee relations than treating your staff as “insiders”. Share your news with them, first. They can be great ambassadors for your organisation, and can take pride in your success.
  7. Take photos. You can’t go back in time, so make sure you get them while you can.
  8. Don’t underestimate the power of sharing insights from your industry. People who work outside your field of expertise may be quite interested in your observations. If you are seeing a trend develop, write a blog post for your website, or share your thoughts on LinkedIn.
  9. Make it simple for people to contact your organisation. Whether it’s through your website, by telephone, or over one  or more social platforms, ensure there is a pain-free route to contact you.
  10. Put a company ‘backgrounder’ on your website. It should contain basic information including when the organisation was established, who the principles are, the main products or services you provide, and a link to a contact form for more information. Some organisations do this on their “About” page, while others use a dedicated page for news. Either way, help people who visit your site to get a handle on what you do, and for whom.

Have you found these top 10 tips helpful? If your organisation has decided it’s time to start communicating, contact Bruce Public Relations. We’ll help you identify the most newsworthy information, and then help you communicate it the most appropriate audiences. We’ve been delighting our clients for more than a decade. Isn’t it time you got some PR TLC?

Why we’re generalists (and why you should be too!)

I just got off the phone. I was speaking to a man with a booming new business, who’s looking to raise the profile of his firm. He asked, “Have you got a package you can offer me?” I told him no, we don’t. I explained that each client’s situation is unique, each looking for a particular outcome or set of outcomes, and so we don’t take a one-size-fits-all approach to PR, or anything else.

The prevailing thought for consultants is to find a niche and dig deep. There’s a lot to be said for being an expert in a particular area.

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However, there’s an equally strong argument for having a broad range of skills, and avoiding being pigeon-holed. Let me explain.

With the downturn in the oil industry (which I believe is temporary — but that’s a subject for another day), PR and other firms devoted to serving the oil industry are being hit — and hard. For our colleagues around Aberdeen, it’s been clear for some time that things are on a downward trajectory. Their response to this has been to cast their nets a bit wider, and see if they can find work in other industries. So the first reason to take a generalist approach is because it protects you from the vagaries of one particular industry.

There’s a second reason Bruce Public Relations takes a generalist approach to PR. And it’s not because we aren’t specialists in what we do. It’s more enjoyable to work with a broad range of clients. And the bonus is: we are able to parlay the wisdom we gained from working with a diverse range of clients, to a broad range of client needs. By never having specialised exclusively in health care  — or petroleum — or IT —  or tourism — we have become adept at seeing the common threads in our clients’ situations, and addressing wide-ranging demands with tried and true principles.

So no, we haven’t got an off-the-shelf package to sell you. But if you want a solution that is tailored to fit your business and its particular needs, I am pretty certain we can help.

If that is the kind of thinking that would benefit your business, please get in touch. We help a small number of exceptional businesses to improve their performance. Can we help you? There’s one way to find out: get in touch today.

 

Goldfish attention span? No problem! Just get your copy right

According to research published recently in The Telegraph newspaper, human attention span has dropped to only 8 seconds today, from 12 seconds in 2000. Apparently, we have the “smartphone” to blame for our appallingly-short attention span. It seems the humble goldfish — long the butt of jokes about its short attention span, now  — at nine seconds — has us beaten.

Apparently, goldfish now have longer attention spans than humans.

Apparently, goldfish now have longer attention spans than humans.

What does this mean for you? Well, one of the ways this will impact is on your website. You may have a whizz-bang design, but if your copy fails to grab your visitors’ attention — and damn quickly, I might add! —  then they will click off your site. . . and likely onto your competitor’s.

Writing good copy is an art. And like art, it’s not something everyone can do.

Here are my three tips to capturing — and captivating! — visitors who land on your site:

  1. Tell people what you do. Enigmatic business names are the flavour du jour, but they don’t do a lot to help people find you. If you have had the chutzpah to create some unrecognisable name for your company, at least have the decency to follow that name with something to identify the product or service you provide. And don’t make people hunt for it.
  2. Be friendly — avoid jargon. Nothing puts me off than a website full of technical terminology that has no business on a website. If you want customers to come calling, reserve the jargon for your techie meet-ups, and use clear language in the  places your [potential] customers visit.
  3. Know when you are out of your depth. If writing a few clear sentences is not something you are comfortable with, pay someone to do it for you. I mean, you don’t wire your own house, do you? There are reasons to get in a professional, and writing your website is a good example. If you need help, contact a PR firm. This is a place where writing skills tend to be in abundance. You’ll pay a bit, but you’ll likely get a far better result than your DIY approach.

If good copy is something your site is crying out for, or if you simply feel you site’s content is a bit dated, contact Laura at Bruce Public Relations in Inverness. We’ll give you a bit of whizz-bang, without breaking the bank.