The importance of responding to new consumer buying habits

As a Nottingham-based PR agency, we are always looking at evolving consumer attitudes and buying habits, so we can ensure that our client content and marketing strategies work in reaching the right people and resonating with target markets.

Consumer buying habits are changing now more than ever with the COVID-19 pandemic, and consumers are seeking more from brands than just simply products or services.

We’ve rounded up some of the top things that businesses can be doing at the moment to go the extra mile in terms of PR, marketing and social media efforts.

Let people know about your CSR activity

COVID-19 has affected everyone in different ways, and people are looking at how brands have responded. Did you support the NHS or emergency services? For example, our client 200 Degrees donated 1,000 acetate sheets to create vital PPE, as featured in the Mirror.

Maybe you donated to a charity who was struggling? Here at Jennie Holland PR, we have been supporting local charity Footprints CEC, offering PR services for three months for free.

CSR has always been a key part of business, but more and more people are looking to see what businesses are doing ongoing, especially through times of hardship. If your business has done something good or charitable, you should be letting people know, shout about it on social media or tell press, as it further highlights and promotes the causes that you are trying to help.

Offer added value

Consumers are looking for more than just a single product or service now. They want to trust that what you are offering as a company is both high quality and of good value. Throughout lockdown many people have been looking to better themselves through online courses or reading.

Webinars and online panels are also increasingly becoming more popular, and taking part in them is a great way to position yourself as an industry leader, even if it’s just hosted internally.

Why not post top tips on your social media or a series of blogs on your website to advise and help customers?

Let consumers know your plans as soon as possible

The pandemic has shaken up how a lot of businesses operate, for better and for worse, with any initial year-long PR and marketing strategies likely to be out the window and last-minute reactive opportunities on the rise.

With changes happening so rapidly, it’s important to inform consumers of your plans and next steps as soon as you know them to ensure that you are keeping your customers regularly updated, especially on your social media channels. Long-term followers will be thrilled to see that your business is back up and running, and with things changing so rapidly, consumers will be checking social media frequently for the latest updates.

If you are reopening your business for takeaway services or even have plans to reopen safely to the public, tell consumers on social channels and by reaching out to media. 

Increase your online visibility

With more and more people spending time online, now is a good time to work on your SEO strategy to ensure your business is getting maximum visibility online. As well as providing website audits, we specialise in achieving ‘backlinks’ – these links act as a vote of confidence from other websites which works to increase your position on the search engine. Google has confirmed that backlinks are one of the top three ranking factors in SEO.

Whatever direction your business is going in, communication is key. From using social media to the advantage of your business, to regularly liaising with media, and updating your website with good, regular content – it’s important to get the right messages for your business out there.

Contact Jennie Holland PR today to find out how we can help you.

Entering the world of PR: what my first four months has taught me

 

Tamara Samuel at Jennie Holland PR in Nottingham

By Tamara Samuel

This month will mark four months since I embarked on my public relations journey and began my first professional job in the world of PR as an account executive at Jennie Holland PR.

I want to lend a little advice to those considering a career in PR by summarising a few things that I have learned during my first four months of working in the industry.

Believe in your abilities

Starting my first ‘big girl’ job has taught me how to have confidence in the skills I already possessed before starting. I began this role shortly after graduating from Nottingham Trent University and was excited but also a little nervous. I was eager to begin my career in the world of PR but slightly apprehensive about being new to everything public relations.

Little did I know that a lot of the skills I learned during university would be transferable into my PR role, even though I didn’t specifically have a public relations degree. I learned how to apply my skills to relevant scenarios in my current role.

Juggling essay deadlines, two part-time jobs and my extracurricular cheerleading activities unknowingly shaped me into a great multitasker, whilst fine-tuning my communication skills. These university experiences taught me how to prioritise my time which has been an incredibly useful skill for working in PR.

Every day is different

PR is a varied, exciting and fast-paced career choice. I love how each day is different from the last, my first four months have taught me how to be flexible and adaptable.

PR teams all have their own way of doing things and experiencing different agencies during my past internships strengthened my ability to adapt. From copywriting to researching to social media management, I gained the ability to juggle them all.

The smaller the agency the more varied the role. My agency is small which certainly has its perks, my work is never limited to one sector. I could be writing an architectural press release mid-morning then drafting social media posts for a legal client by lunch.

Don’t be afraid to ask questions

I was a little nervous on my first day when I first stepped into the JHPR office, but I had no reason to be. The team were all so helpful and welcoming from the very start. The PR industry has taught me that you never stop learning. Never be afraid to ask questions because you can gain a wealth of knowledge from the people around you and their experiences.

I have only been working in PR world for four months and I have already attended award ceremonies, team away days and networking events and have seen the team secure amazing pieces of media coverage for our clients, reaching an audience of 1.5 billion people in 2019 alone. I can’t wait to see what the future holds for my career in PR.

 

Thinking about a career in public relations? Chat to us today at hello@jenniehollandpr.com

Follow Tamara on Twitter @tamarasamuelpr

How to gain social media followers

Having a successful social media presence is a vital part of any marketing strategy, and gaining social media followers is a measurable metric on how well you’re performing.

Recently, Jennifer Aniston broke the world record for gaining the highest number of social followers in a short space of time with just one post, so we thought we’d share a few of our top tips on how you can increase your social media followers.

Produce quality content

We say it so often, but content really is king. Not only is this going to get you followers, but it’s also going to keep them. Ensure your content is timely and relevant, as well as visually appealing. If you don’t have access to a bank of professionally taken images – some good lighting and a smartphone camera can surprise you.

Know your audience

Once you understand your audience, you will understand what type of content they are most likely to engage with. You don’t just have to post about yourself and your company updates – post about and comment on relevant and topical things in the industry that your audience will find interesting. This can be anything from news articles to product announcements or policy changes.

Include social media platforms on external marketing materials

Ensure links to your social profiles are on your website and on your email signature. Sometimes customers and clients just aren’t aware that you are active on these profiles, and with social media being a real time update of what’s going on in the business, it’s important for people who support your brand to have the latest news direct to their feed. It also increases your chances of having repeat customers as they can keep up to date with the latest products and services, and as well as finding out about offers.

Remain active

Ensure you post continuously to show your audience you are active on social media. By posting regularly you can easily ensure your content is up to date, and your social media followers will constantly be reminded of you. They may not want to buy a product or service from you at that time, but when the time comes there is more chance of them thinking of you if you have posted recently. We recommend posting a few times a week across multiple platforms.

Interact with other accounts

Interact and follow accounts that are relevant to your industry or in your community. Not only will this build your presence online but fans of people you interact with could be led to your profile. Tag other people and pages where relevant to extend visibility to reach their pages. Following a customer or client could also be good way to get their attention and lead them to your profile.

Use relevant hashtags

Look at trends as well as hashtags and see if you can latch on to anything topical. If you have your own hashtag, make sure people are aware. Put your hashtag in your bio so your customers can tag in their own posts to get your attention. If you don’t want to shove a load of hashtags at the end of a post just for the sake of it, tag up a few keywords in the copy of your post.

While our tips might not get you enough followers to break the internet like Jennifer Aniston did, it can certainly increase your social media popularity, raising brand awareness and driving sales. Get in touch with Jennie Holland PR today and we can help you design and deliver and a successful social media strategy.

What are the benefits of sponsored social media posts?

While social media is a free tool to engage with your consumers, sometimes putting a little bit of spend behind your posts can be the boost you need to really reach your desired audience.

Platforms are changing their algorithm all the time and it can sometimes be hard to get your message seen by everybody. With sponsored social media posts you can ensure your content is appearing in the streams of your audience at the right time.

Whether you are a consumer brand or B2B company, sponsored posts can be beneficial for so many reasons. Here, we’ve chosen our favourites:

 

You can target your audience with sponsored social media posts

Everyone who has ever had a social media profile has a social footprint. Platforms gather your data from your age, gender, location, occupation and interests. When you set up a sponsored post, this allows you to target exactly who you’d like to see your content using multiple variables. With sponsored social media ads, quality over quantity is vital. You can target the demographic your product or service is aimed at to ensure the best result.

 

It’s relatively cheap

Sponsored posts start from £1 per day (though you won’t reach many people) and can go into the thousands. We recommend spending at least £10 a day over a seven to 14-day period for an effective, local advertisement. If you are targeting nationally you may want to think bigger – the more money you put behind an advertisement the more people you can reach. You can also set a spending limit to ensure you don’t go over budget.

 

There are multiple functions

Unlike a regular ad where the purpose is purely to sell a product, sponsored social media posts have a number of different functions. It can be anything from getting people to like your page, making people aware of an upcoming event or encouraging people to fill in a form to receive a quote. You can also use it to post and boost job roles when recruiting. Each platform has a variety of different uses, for example on Instagram you can use ads to drive more traffic and followers to your page, and with LinkedIn you can use it to find quality people for your job advertisements.

 

It’s easy to analyse the results

At the end of an ad campaign, you are able to view analytical data on the success of your sponsored social media post. This includes the total number of people reached from the ad as well as the total number of clicks to your website from the post. It is also easy to measure your page’s increase in followers since the campaign went live. For job posts, platforms collate them in an internal portal where you can view the hopeful applicants, as well as respond and post future advertisements.

 

You can be as friendly or formal as you like!

Unlike traditional ads, there is much more a relaxed attitude towards social media content. This is an opportunity for you to show people your brand and personality; not just your product. While you are targeting people through their profiles, you also need to target them with language. Create ads with the tone and style that represents your brand and relates to your audience, but also gives your business a voice, rather than just being the product.

 

Interested in learning more? We can help. Get in touch with Jennie Holland PR for all things social on 0115 998 3048 or hello@jenniehollandpr.com