A company’s brand is so important. It’s the business philosophy, its culture and ethos, its products, its team, the customer service, its corporate reputation.

Read any guide on the best way to market your business and you’re bound to find social media high up the list — and sometimes, the only thing on the list. But what if the thought of all this posting, sharing, liking, boosting, engaging, following and whatnot else leaves you cold? Should you suppress these feelings and slog over social media anyway?

The marketing space has seen drastic changes since the coronavirus pandemic began in early 2020, and marketers have had to pivot quickly to successfully navigate marketing through the great Covid crisis.

Did you know that 14% of startups fail because of a poor marketing strategy? When you start a business with limited resources, you want to make sure that you're not wasting any of your resources. 

You are a startup, you've got investment, and you are ready to take on the world... but have you got solid ‘brand’ foundations in place to succeed when so many startups don’t?

There are now over 600 million blogs globally; the U.S.A. alone accounts for 31 million of them, and together they publish over 2.5 billion posts a year (that's 4800 per minute)!

In the traditional sense, a marketing approach is usually used to drive sales and a PR strategy is used to build and maintain a positive reputation for a company. The PRCA states that PR is “all about the way organisations communicate with the public, promote themselves, and build positive reputation and public image”.

Creating a great startup marketing strategy doesn’t have to be stressful. You can use solid frameworks and marketing principles to start successfully. It just helps to hear those recommendations from someone that’s had the experience before you stumble through trying to discover the best approach yourself. The ideas in this article will help you get started.

Half of the world’s population is using social media in 2021. That’s great, right? Well, there’s no easy answer to this question. Before jumping to a ‘yes’ or ‘no’ answer, we have to consider how this number affects your social media activity.

According to the latest statistics, the average business spends between 5-12% of their annual turnover on marketing. While millions of organisations - particularly those operating in B2C sectors - perceive digital marketing as fundamental to driving sales and resulting business growth, other business owners still need convincing of its value, and often have preconceptions of the Return On Investment (ROI) required to make it worthwhile.

A well thought through brand strategy can be the difference between success and failure when you’re starting out. And that’s been amplified thanks to COVID-19. So what steps can you take to drive success and give your startup the best chance?

The second edition of our Build Back Better series focuses on empathy led marketing and how, by putting people first and understanding their needs, you can cut through the noise and offer value.

The PR industry continues to go from strength to strength with a steady 5% growth in 2020 and the five years previous to that. This demonstrates that organisations recognise the value that communications play in their overall business strategy. Consumer research has shown that 48% see journalism and earned media to be the most credible source of information.   

Living in a digital world, where everything could grow or destroy your business, marketing is a very important strategy to use. Now when the internet has reached almost the highest point, it is a very good thing to use it to work with you, not against you. Any industry that uses technology and relies on it, has major changes each year because the technology is advancing each year.

There once was a time when setting up a business without a website would have been unthinkable, however in the age of social media, websites seem to have been prioritised and replaced by social media accounts, and this is particularly relevant in the hair and beauty industry, which is dominated by mobile stylists, freelancers and small independent salon chains.

Marketing in the 21st century has become one of the biggest priorities for companies in all industries. Every year, it becomes important to show the general public your company still deserves their dollar and their support. People no longer settle simply for what they have ‘always known’ or what fits best in their budget.

Your company’s Brand is what people think of you. It’s not what you have written on your website, or on your company walls, but it’s defined by the people who use your product or service and their perception of what your Brand stands for.

When you think about TikTok, chances are you’ll picture 16-year-olds girls dancing to the latest songs, or a video of a cute dog doing a trick, but the reality is that the social media platform is so much more than that.

Social media, a once frivolous and niche messaging tool developed by side-line internet users, is notoriously difficult to predict when it comes to its evolution and future. 

Creative technology studio, Appetite Creative Solutions, has released results from its first ever B2B Marketing Survey. With 82% of respondents viewing B2B marketing as a vital driving force for new business. Despite COVID-19, uncertainty over two thirds (65%) of marketers are looking to increase their digital marketing spend in 2021.

We have a sense that more companies are starting this year investing energy in considering their brand purpose, their brand’s reason for being, beyond making money. It is incredibly rare, in fact I couldn’t tell you the last time, someone came to us to launch a business they created solely as a money-making endeavour. Startups are born out of a desire to fix a problem and make a change. That is their brand purpose.

Brands can and should take a stance on social and political matters, according to new research by Kubi Kalloo and its partner Alligator Digital. A survey of 600 people in both the US and UK has uncovered that 59% of consumers believe taking a stance matters. Of this percentage, two-thirds take the issue seriously and are likely to buy from or boycott a brand based on their social media posts about an issue.

You’ve heard the maxim that 'failing to plan is planning to fail,' right? I’m not here to debate it. For any complicated initiative, a plan is needed – that’s true. But I do want to suggest that the long-held maxim only represents one side of the spectrum, and that the other side (overplanning) is equally dangerous to the success of a startup.

Over the last 12 months, video conferencing tool Zoom experienced exponential growth, B2B social media platform, LinkedIn, saw a 60% increase in user content creation and 55% of UK buyers revealed they will continue to shop online even when the high street re-opens its doors.

Do you have a digital marketing strategy?

Social media will always be an integral part of your small business’ digital marketing strategy, whether you’re using it to alert fans and followers about new offerings, industry news, or showing how things work behind the scenes in your company

A UK-based digital professional has warned that as many as 70% of British businesses don’t fully understand SEO, or the methods employed by Google’s algorithm to analyse, rank, and display relevant search results. This is a particularly troubling statistic as many firms struggle to stay afloat during COVID-19 and risk squandering their budget on SEO campaigns that simply won’t deliver.

Love for a tech brand has a massive impact on customer loyalty and recommendations according to a new study. People who love a brand are three times more likely to recommend it to others and will tolerate it making twice as many mistakes as any other, before taking their custom elsewhere. Indeed, according to the Brand Love report, such a brand can mess up almost five times and people will still stay loyal to it.

Google Analytics provides you with a wealth of information about the way your site is being used, but as the pandemic has shown us, statistics can be misleading. Data can be sliced and diced in such a number of ways it can become almost meaningless.

Business process management is one of the cornerstones of operating a successful company. Implementing a specialised software solution dramatically boosts the effectiveness of BPM.

In an ever-changing landscape, marketers and digital businesses alike are forced to adapt with the times as new opportunities arise and existing strategies become redundant.

Businesses, industries, consumers and communities are all reeling under the pressures that the global pandemic has forced upon them. It’s easy to assume amidst so much uncertainty and doom and gloom that prospects are grim and that the best option is to hide under a rock until the situation passes.

The Christmas ads are now a distant memory but what we learned from the 2020 line up was that brands were, more than ever, vying for consumer attention at the end of what was a brutal year for business.

Email marketing is a fundamental part of business communications, but how many are customers actually reading? According to a recent survey by af2m (French Association for the Development of Multi-Operator Multimedia Services and Uses), only 20% – far fewer than most marketing teams would care to admit. Is there a better way to reach your customers?  Research by af2m has found that SMS campaigns are blessed with a 90% open rate within three minutes of receipt!

Make no mistake, this is a challenging time for start-up businesses looking to make a splash. When we finally emerge blinking into the light after this most recent UK lockdown, we will still be operating in a business landscape that has drastically changed in the last twelve months.

If we learned anything from 2020, it's that the world is changing faster than expected and that new trends are shaping our realities. For businesses, this means increased pressure to adapt and remain relevant to their customers.

It’s no secret that 2020 has been a difficult year for many businesses out there. Many have been faced with unexpected hurdles and challenges that have made them rethink their advertising efforts and direction.

2020 has redefined healthcare for good. In the same way that every company wanting to thrive has had to become a tech company, every company’s become a healthcare business too; safeguarding people and customers is at the core of everything. 

As the UK is now in its third national lockdown, consumers and businesses are turning once more to remotely delivered services and digital experiences to survive in the coming month. As the world adapted to the impact of COVID-19, 2020 saw a rapid increase in digitisation, including from age groups that traditionally had been slower to adapt.

The online world is vital to many people in the current climate. Face to face coffee dates and lunch with friends have been swapped for the scheduled Zoom calls and frequent internet issues. The light at the end of the tunnel is slowly becoming clearer for us all, but that does not mean that digital marketing should be ignored once things begin to become 'normal' once more.

There was a time when online and offline marketing efforts were considered to be altogether separate and unrelated activities. Thankfully, most marketing professionals know better than that now – but that’s not to say that the integration of the two can’t be a challenge.

The biggest marketing trend that we’ve seen throughout 2020 is the drive to build a strong personal brand. Customers are becoming savvy to the ethics and ethos of the businesses that they are buying from. They are being more discerning in their choices driven by the desire to do good and to avoid untrustworthy brands during an unpredictable time.

As a startup, you’ve got loads of goals, problems and opportunities to think about, but make sure you carve out some time for some PR activity that will help raise your profile and grow your business. 

In the fifth part of business mix's series of articles, they harnesses our Associate and Partner network and focusses on learning from those that have walked this path before and getting inside the mindset of the successful challengers. This time White Bear Studio is in the spotlight. 

A new survey by the Data & Marketing Association (DMA) has found that brands have become more compassionate in 2020. The majority of senior marketers (74%) surveyed said their brands or clients have shown more compassion and thoughtfulness amid the pandemic - this included 14% who said this increased, with just 6% reported this happening less.

In Part One of our Crisis Series, we looked at how brand purpose can be a powerful tool when navigating a crisis. Now in Part Two, we are taking a look at how brands reacted during the onset of the COVID crisis and how these lessons can be applied to building a resilient brand no matter the crisis. We’ll look closer at how to best react using brand personality and values.

One of the rules of a startup is that there’s always more to do than there are people to do it! Even when you are hiring, you have to remain lean and startups are usually moving from one round of funding to another. That means you cannot always deliver what you want, and usually, marketing is at the bottom of the list.

The growing number of channels in which to advertise your business online can be a tempting route to target your ideal audience. Businesses have flocked to digital media to gain traction for their brand, but they’ve dismissed an incredibly valuable and highly successful form of marketing – direct mail.

We’ve all heard of the importance and growing demand for authentic branded content over the years, but what does it actually mean and how can you set to achieve this within your business?

Business videos attract customers through eight marketing channels at once. EIGHT! And all eight can be used simultaneously! We conducted a survey and found that on average customers use no more than two of them. Don't do that. Since you paid for a cool video, make the most of it!

One of the major issues with most business websites is that they're largely lifeless in more ways than one. Not only do they come off as feeling cold and calculated, but they're updated infrequently - thus leaving a lot of people wondering why they should be paying attention to you at all.

With the sudden shock and panic now over from the COVID crisis, we are now settling into the ‘new normal’ of on-and-off-again lockdowns and formulating new habits for our businesses, all the while, bracing ourselves for the next crisis; the quietly creeping recession and wondering how our brand can survive.

Grabbing attention wherever possible is vital as a startup, particularly when it comes to your online marketing efforts, so it’s no surprise that you’re thinking about PPC — or pay-per-click — advertising. Unlike SEO, which takes time to produce results, PPC helps to create instant brand awareness and, when done well, generates all-important clicks. This can be an especially valuable part of your marketing strategy but not an easy one to pull off, and if you don’t put the work in, disappointing campaigns can be incredibly costly.

COVID-19 has made history by affecting each industry in the world. From the lockdown that caused the closure of businesses to people adapting to work from home, there is a need to identify strategies of how businesses will be run going forward. The pandemic has disrupted how people socialise as well as their shopping patterns. To adapt to this new normal, business owners have to make significant adjustments to reach out to their customers or less they risk failure.

The economic downturn has been a struggle for many businesses but it has also been an opportunity for many to review their marketing activity.  POLARIS, a digital marketing agency based in London, suggests that as part of this marketing review, now might be the ideal time to consider the effectiveness of your business website and if planning an update, migrate your website now.

People all over the world are spending more time online and brands have quickly shifted their strategies to adapt to this new normal. However, all that time online means that consumers are now facing a barrage of visual clutter from competing companies. 

The marketing industry may have the biggest responsibility when it comes to the advancement of equality - of the sexes, of the races, of sexualities, of mental & health conditions, and more.

Entrepreneurs: let’s be honest, all of us probably spend a little too much on social media. It’s easy to get lost on Twitter or on LinkedIn, scrolling through and seeing what everyone else is sharing, what is trending, and posting your updates.

Just when the lockdown period seemed to be drawing to a close, cases of Coronavirus took a sharp upwards turn and local lockdowns were enforced. Already, almost ten million people in the UK have been confined to their homes once again. Nationally, too, restrictions have tightened and fears of a second lockdown period are circulating as Health Secretary Matt Hancock refuses to rule out the possibility of another strict set of restrictions being brought in.

In a recent survey, over half of customers polled revealed that they tend to buy from a brand with a big personality. The study found that 57.5% of customers buy from brands with strong personalities, whilst 51.2% of people have purchased from a brand because of the way they spoke online.

When you’re building something from the ground up, it’s essential to have a strong foundation for support right from the start. Your business needs to have one main idea you can use to create a brand identity, to generate strong branding and to produce an effective brand development strategy to reach your goals.

As a startup, taking the first steps into marketing can be daunting. Where should you start? What activity will be the best use of my time? If you’re limited on time or budget - and even if you’re not - a great place to start is content marketing.

 One of the most regular questions many entrepreneurs ask themselves: 'Why do some companies succeed and stay longer on the market?' and 'Why do some of them not?' 

In this era where life is fast-paced, customers’ demand and needs keep changing at a rapid rate. If your company is to consistently meet these needs, then it must be equipped to keep changing as the market dictates. In addition, competition is tough, and others are waiting to take advantage of where you are slacking off. If you are to survive the competition, remaining innovative is the only survival tactic. In fact, you should always anticipate future demands and work towards meeting them. That way, you stay a step ahead of the competition.

Marketing journey for startups isn’t an easy task, no matter how excellent your idea is or how hard you’ve worked to implement it. Until none knows about your project, you are not there in the game.

If you have come up with a catchy and distinctive brand name for your product or service and/or put in place a logo and design packaging, you may be wondering which specific branding elements you can protect as a trade mark.

Startups Magazine recently spoke to Nicky Pasquier, CEO Virtuoso Assistant, the digital marketing for entrepreneurs and small business. 

The coronavirus crisis and the impact it has had on businesses and financial resources has made the prospect of growing a business seem like a distant reality for some organisations. But for British small and medium-sized B2B organisations, Brexit is an opportunity to look beyond the EU to new geographies.

The words ‘martech’ and ‘Marketing Technology’ constantly get thrown around a lot. According to research conducted by the martech Alliance, they’re used some 678.7k times a year - but it begs the question… how often are they being used correctly? For anyone who is unfamiliar with the word ‘martech’, it is otherwise known as marketing technology, and it is the term for the software and tech tools that marketers leverage to plan, execute and measure marketing campaigns.

A customer service provider has challenged businesses in the UK to change the way they think about customer interaction, amid rising levels of consumer dissatisfaction. Woven is a contact centre, customer management and BPO service provider, operating from offices in Bristol, Swindon and Ipswich and working with brands across a range of industries, including Toyota and Kärcher.

The amount of information we are exposed to exceeds our ability to process it. Out of the about 70,000 thoughts we have per day, our short term memory can hold no more than seven for only about 20 to 30 seconds. How does this relate to branding? Our long-term memory stores our associations with specific brands which is also ultimately the desired effect of marketing campaigns or PR activities - for people to remember your company (or you as a person!) when in need of the products or services you provide.

In today's global and increasingly competitive marketplace, it is more important than ever to stand out from the crowd and capture the attention of consumers. Trade marks are essentially 'signs' which help consumers to identify and differentiate your products or services from those of competitors and other traders.

So, you’re starting a business - you’re ready to go, you’re excited to start chasing clients, you get some enquiries, you convert those enquiries into leads and now it is time to turn those leads into clients - and ultimately, cash. But there’s a problem… what do you charge? 

With COVID-19 set to spark the worst economic recession since the Great Depression, new research by the World Federation of Advertisers says 89% of large international companies have put their marketing and advertising campaigns on hold. Global marketing and advertising spend is plummeting at the fastest rate since the 2007-2008 financial crisis, leading to uncertainty and trepidation within the sector.

Let’s not beat about the bush: social media has tonnes of benefits. It empowers people to stay connected across huge distances, it has kept people motivated during crises such as the coronavirus pandemic (you thought you could read a blog without that being mentioned?), it empowers quick and simple customer service, and for businesses, it’s a free way to demonstrate your brand values.

As renowned author and alternative medicine practitioner, Deepak Chopra once said: “You have to think of your brand as a kind of myth. A myth is a compelling story that is archetypal, if you know the teachings of Carl Jung. It has to have emotional content and all the themes of a great story: mystery, magic, adventure, intrigue, conflicts, contradiction, paradox."

Early 2020, a Chinese city called Wuhan was spotlighted on the global stage, as the epicentre to a global pandemic forcing large parts of the world to go into lockdown. The stuff of movies became a reality, and humanity was thrown into turmoil. 

Does affiliate marketing have an image problem? Almost certainly. The industry has been dogged with claims of fraudulent practices in the past, and many advertisers have a bad story to tell about ‘data cowboys’ who’ve ripped them off.

It goes without saying that for any business, in any sector, in order for it to survive, grow and prosper, sales are imperative, because sales generate profit and cash flow and these are the lifeblood of any business. It is understandable, therefore, that I often overhear the question ‘how do I promote my business?’

Emerging and fast-growing markets offer the biggest opportunities to build and grow a brand. If you can start at the point of early adoption and gain enough traction, your brand could become a leader as the market becomes established. Identifying the right market is about understanding cultural trends and then positioning your brand as the solution to shifts in consumer behaviour and growing demands such as meat and dairy reduction or a move towards a more natural, skin-first makeup routine. With the right timing, you can hit a perfect intersection like the widespread adoption of craft beer coinciding with the cultural shift towards independent brands. 

The day has arrived...your new freshly baked web designs, hot from the design oven are about to go live. You’ve briefed the designer thoroughly to make sure your new look matches the moodboard. The excitement is palpable and the expectations are high.

Let’s face it. Sales and customers are a startup’s bread and butter. Even if you’d like to go the VC route, you need to show traction. But how do you acquire users and customers without much, or any money? Seems like a chicken and egg problem doesn’t it.

The Halo Effect is a type of cognitive bias, commonly known in marketing as the tendency for positive impressions in one area to influence one's opinion or feelings in other areas. When it comes to branding specifically, I believe that this effect has been demonstrated to reinforce as well as rejuvenate a brand in the eyes of its fans, it can be utilised to spark conversations around it and thus leading to more organic growth. The question that poses itself is how can we successfully achieve this effect, and why is it necessary to keep a brand alive in the fast paced and media devouring environment that we live in today?

The founders, marketers, brand managers, whoevers, who remember to think long term in times of crisis will be the ones who come out above the rest once things settle. We’ve been seeing this theory plastered all over our Linkedin feeds recently.  

Perhaps you know it: the iconic scene from Jerry Maguire where Dorothy (Renee Zellweger) stares longingly at Jerry (Tom Cruise) as he declares his undying love for her, announcing that she completes him, hoping it will win her over but he needn’t have, he had her at 'hello'. She was gripped from the moment he walked in, she wasn’t listening to his fumbled speech, she was mesmerised, and one thing is for sure, she certainly wasn’t thinking about leadership. Nope. That was far from her mind.

If a guest asked for toast, would you butter a piece of bread and serve it up to them? No way - the ‘toasting’ is the essence of toast, and anything else is simply a job half done. The same applies to your brand. Skipping straight to designing your business logo is equal to spreading the butter straight onto bread...it’s ineffective and lacks the ‘essence’.

How hard can it be to design a logo? Simply draw a shape, choose a font, type in the company name and that’s a job well done, right? 

When a startup has a headache, it is far more critical to the business than if it was a corporate. Why? There are quite a few reasons...

Does design really impact how your brand is perceived? We break down how this ‘hidden’ visual language of design can be used to influence in branding.

Across the globe we have witnessed a plethora of brands hit impressive targets in terms of sustainability. Despite clear leeway opening up between these brands and those left behind, an opportunity presents itself for reinvention.

In my first article on 'Burnout' I said: “If a tree falls in the woods and doesn’t get a flurry of retweets, did it even?” It’s a good question that could be called facetious, depending on how seriously you take social media.

While there may be stories of some brands named in eureka moments, there is a methodical process you can follow so you don’t have to rely on random inspiration. We break down what goes into naming a brand.

As a global pandemic sweeps large parts of our world, one could be forgiven for not having their new marketing strategy or business pivot plan at the top of their agenda. We are collectively experiencing some form of anxiety to one degree or another, with our systems on constant, low-level 'limbic alert'.

Social media has been a phenomenon. Before Facebook’s founding in 2004 there was the likes of Bebo, Faceparty, and MySpace. However, the last ten years have seen a huge spike in both users of social media and reasons for using it.

'How to prepare your brand for the next stage of growth': Many of us have tried a digital detox for ourselves: whether we’re trying to get back to nature, not ignore our families, or just step away from the phone for more than an hour! It is often far harder than we think, no matter how many influencers go on about it - ironically, on social media.

Your brand identity is how customers perceive you. A simple way to look at it, is to view your brand as a person. Someone unique, with their own beliefs, values, look and feel. Your brand identity is what sets you apart from others. So, it’s important to have this down pat. Here, Carie Barkhuizen, founder of Seymour PR, shares her top tips for building brand identity quick-smart.

A science-backed checklist for startups who want their marketing to get noticed.

Startups shouldn’t try and be liked - Instead, they must strive to be noticed and remembered  – that’s any new businesses biggest marketing challenge. Why is that?

Every leader has a distinctive emotional signature, which they imprint on every person they meet. That emotional signature is one of the most powerful tools of motivation. How you make other people feel will determine how motivated they are, and that will determine how well your team performs.

Congratulations! You are officially moving from the status of startup to scaleup. It’s a big move that brings lots of opportunities, and you have managed it because you have been successful. What that success looks like will be different for different companies. For some, it’s because of sales: either a few big global sales, or in other cases, huge numbers of small scale sales. For others, it will be because you’ve landed investment. In some parts of the world, grants allow a startup to accelerate their growth and really anchor themselves in the market.