Tag Archives: Digital marketing

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.

“The party’s over . . . ” Now what? 3 things to do after you have won an award

Our client Frankie & Lola's softplay in Inverness was named Most Promising New Business. We are delighted for them.

Our client Frankie & Lola’s softplay in Inverness was named Most Promising New Business. We are delighted for them.

Last week’s Highland Business Awards were a punctuation mark in the Highland business calendar. On Friday afternoon, after a motivating speech about tourism and regeneration from Steve Dunlop, Chief Executive of Scottish Canals, twelve companies and one individual went away winners. We were delighted to help our client, Frankie & Lola’s Soft-Play in Inverness, to win the Most Promising New Business award. A number of finalists also have great reason to hold their heads high.

HM_Business_Awards_Logo_2015_200_76_80But now what? With the dust settling on the awards, Bruce PR recommends a few simple tactics to make the most of your new standing.

  1. Put something on your blog about the awards. Mention that you went along and how much you appreciated being named a finalist. Maybe talk about how your team put the application together, or how you found the process. Did you take photos at the event? Here’s a great place to put some photos.
  2. Share the blog story onto your social media platforms. Update your Twitter, LinkedIn, Facebook, Instagram. . . you get the picture. Share those photos, and give your followers and friends an insight into the event, and what it meant to you and your team.
  3. Incorporate your new status into your company’s corporate identity. Were you a finalist? Add “Finalist, Highland Business Awards 2015” to your home page and marketing materials. Don’t be shy. Did you win? Plaster your status and your award category all over your site, your social media, and share the news with your email list. People love good news. Especially your friends and colleagues. Give them something to smile about.

If this kind of stuff doesn’t come naturally to you, don’t worry. The team at Bruce Public Relations in Inverness has been helping our clients to have reasons to celebrate for more than 20 years. We’re pretty good at it, if we do say so ourselves. Get in touch if this is the kind of expertise your organisation would benefit from. We enjoy sharing our expertise, and helping your business grow.