Getting Down to Business: How To Communicate About Your Company

March 25, 2022 Freya Whiteside Communication, Small business  

Even copywriters can find it hard to talk about their company. Here’s how to start talking more about your business and build your content strategy.

Where to start? When you’re busy running your business, perfecting your product or keeping customers happy – often all at once! – talking about your business can get lost in the mix. 

Here’s how to start sharing who you are, what you’re doing and what makes your business unique.

 

What makes you, you? 

Before you start, have a think about what you want to communicate about your business. 

At PFM, we’ve recently rehauled our internal values. This sort of work can sound abstract (after all, who cares if your business aims to be driven, kind or anything else?). But when you think about the values your team and company hold, it can structure the things you’d like to talk about – and help shape your tone of voice, but that’s another story.

Some of your values may surprise you! So arrange a chat, ask your team and get on it. The more we talked about Pilot Fish Media, the more we understood how we wanted to communicate: we wanted everyone to get involved, we wanted to be thoughtful and we wanted to be authentically us. 

 

Now: less about you

You’ve figured yourself out. You’re excited about your business and ready to share it with the world. 

But…who cares? Before you start talking to anyone who’ll listen, you need to figure out what your audience actually wants to know. Most people will love a pic of your office dog, but beyond those quick, cute wins, you want to offer something valuable to whoever you’re talking to. 

Put yourself in your customers’ shoes. Think about the channels you’re using and why someone would follow you there: do they want to get a job with you? Are they waiting for your next product drop? What questions, concerns, and curiosities might they have when they come across your page?

If you need some inspiration, take a look at content you’ve already published and see what’s done the best and worst. 

 

Design your content strategy 

This is the part where two become one! Combine what you want to communicate about your business with what your audience wants to know. 

One way to start thinking about the content you put out on a regular basis is to come up with some key content pillars. Pick 3-5 broad themes you’ll come back to again and again and use these to plan posts and ideas. You’re on the money when these pillars match stuff your audience wants to know about. 

With your pillars in place, you can start organising your calendar and planning your posts; Google Sheets is a great place to write in all your work! Whether you work on a weekly, fortnightly or monthly basis is completely up to you. Just make sure that your content is varied, and double-check your creative is tweaked based on each platform’s needs!

Your content pillars and content will also vary slightly based on the social media channels you’re using. On LinkedIn, for example, you may include more information about job hunting or industry expertise, whereas on Instagram you might focus more on your product or service. 

If this is sounding complicated, don’t worry! The best way to find what works? Creating, posting and figuring it out as you go.

 

 

Interested in launching your own digital content strategy? Drop me a line at [email protected] to chat all things copy and content!

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How To Kickstart Your Email Marketing

December 20, 2021 Freya Whiteside Email Marketing, Insights  

Here are our top tips and tricks for writing emails people actually want to read. 

 

With the new year nearly here, there’s no better time to get your email marketing in hand. If you’re staring at a blank screen and wondering where to start – after all, with inboxes fit to burst and plenty of junk, who wants more pointless emails? – here are some tips on how to get started!

 

Be inspired 

How often do you receive an email and think about bookmarking it? We receive so many emails a day, and while the ones we like might tempt a spontaneous purchase, it’s unlikely that many of us sit back and review the crème de la crème of our inbox. 

To write really good emails, you’ll need really good emails – the website, that is. This treasure trove of email marketing is the best place to start your strategising, whether you’ve got an eye for design or a love of great copy. Scroll, search and save your favourites! 

Things to consider? Email copy is often short and sweet; it should complement a design that’s stylish, readable and not too busy. Always make sure that your emails are optimised for mobile, and be direct with subject lines so that people can’t help but click. Personally, I usually can’t resist an email from brands like Glossier, Smol and Bloom & Wild, who know exactly when to send a well-timed discount.

 

Go with the flow 

Part of the beauty of email marketing is the personalisation you can achieve through segmenting. Not only does it make your customer feel a bit special, but the right email at the right time communicates essential information, improving the customer journey and keeping your client in the loop. After all, if you’re expecting a parcel, you want to know when it’s on the way and if you’ll be in to collect it! 

By creating email flows, you can make each and every customer feel like a VIP. From abandoned cart flows to post-purchase updates, letting customers know they’re at the top of your priorities is such an effective way to build brand loyalty (and reassure them that their product will reach them unharmed).

Services like Klaviyo and Mailchimp are an easy way to get started in the world of email flows. All you need to do is write up your email, make it look pretty and choose who it’s going to. Much of the process is automated, meaning your customers will get your email as and when they need it.

 

Choose messaging that matters

Why should someone take the time to read your email? If there’s nothing new to see, they won’t want to hear it – so make your messaging count!

There are some obvious things you’ll want to tell your audience about: new product launches, what you’re doing for upcoming sales events and of course, precious discount codes. However, email is a direct way to communicate with consumers, so don’t stop there. 

Your email marketing is a great place to show off what sort of brand you are. From sensitivity around big events in the calendar, such as opt-out options for events like Mother’s Day or Father’s Day, to anticipating user needs (Christmas coming up? Here’s a gift guide that’ll help you finally figure out what to get your granny), email marketing is a more direct way of showing off what your brand is all about.

 

Which brands are sending your favourite emails – and could you do better? Get in touch with me at [email protected] to see how our team could help you upgrade your email marketing.

 

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In Other News: Super Follows Are Here, TikTok Runs the Numbers and YouTube Prepares for the Holidays

November 11, 2021 Freya Whiteside In other news, Social Media, TikTok, Twitter  

Welcome to this week’s edition of In Other News, where we give you all the latest info from the world of social! This week, we’re taking a look at Twitter’s latest update, what people really think of TikTok and how YouTube is getting ready for the winter shopping spree.

 

Twitter introduces Super Follows for all iOS Users

Twitter is full of distinct voices, and you can now get a little bit more of your favourite creators. After initially rolling out Super Follows in September in the US and Canada, the feature is now available globally for all iOS users. By giving a creator a Super Follow, users gain access to exclusive content through a subscription. It’s a new way to interact with Twitter creators, and provides revenue to creators who can’t stop tweeting. 

 

TikTok releases Nielsen authenticity study

What makes TikTok so special? According to TikTok, it’s authenticity and joy – and they’ve got the numbers to prove it. TikTok has worked with Nielsen to better understand people’s perceptions of content and brand authenticity on their platform, and it’s provided some valuable insights for advertisers. It found that:

  • Globally, an average of 68% of TikTok users find advertising content specifically to be unique or different from any competitive platform
  • Internationally (excluding US), an average of 60% of TikTok users say they follow brands on TikTok, and an average of 52% of TikTok users say they search for products or shop on the platform
  • TikTok is “trendsetting”: an average of 85% of TikTok users discover new content that they enjoy through the TikTok platform

If you’re looking to spread some joy or start something new, TikTok could be the perfect platform for a marketing campaign!

 

YouTube prepares for the holidays with shoppable livestreams 

Need some shopping inspiration this holiday season? YouTube’s got you covered. 

Starting on November 15th and running for a week, YouTube will be hosting a series of shoppable livestreams. These events will feature some of YouTube’s favourite creators and give viewers the chance to benefit from limited time offers, including earlier access to new products. The idea builds on how much viewers trust the recommendations of their favourite creators – and you could score a great deal, too.

 

 

Want to hear more about how your marketing could gear up for the busy Christmas season? Get in touch with me at [email protected] to chat about your digital content strategy.

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Why Your Brand Needs to Find Its Voice

October 25, 2021 Freya Whiteside Branding, Small business  

The importance of speaking your audience’s language 

You never really know someone until you get talking to them, and the same goes for brands and businesses. When your brand looks the part, you want it to sound the part too. But how do you start creating a voice that communicates who you are and what you stand for that really resonates with your audience? 

In this blog, we’re deep diving into why your brand tone of voice is an essential part of helping your customers get to know you.

 

What is a brand tone of voice? 

Your brand’s tone of voice is all about the way your brand talks to your audience. It’s a distinct personality that captures who you are and includes things like the words you use, the way you talk and the tone or emotion behind the messages you’re putting out.

The way you talk tells your audience a little more about what you’re about and helps them get a feeling of the kind of company you are. Think of your brand’s voice as an initial impression, like striking up a chat with someone new: what kind of conversation would get them to stick around?

 

Why is a brand tone of voice so important?

A well defined tone of voice will be used everywhere. From your website to your socials to emails and advertisements, your tone of voice should be front and centre, and is as essential to your branding as a logo or colour palette. 

More than just telling the world about who you are, a tone of voice can also help to build community, especially on social media channels where consumers can opt-in to following your brand. Smart brand positioning, articulated through your brand’s voice, can foster a real connection between your brand, individual customers and a wider community, creating loyalty that goes beyond the quality of your offering.

It’s therefore vital that your tone of voice is right for your audience. You wouldn’t want to buy baby products from a brand that sounded harsh or cold, for example, or alcohol from a brand that reminded you of your old headteacher. But how to get started?

 

How can I define my brand tone of voice?

Your brand’s tone of voice is all about you – your company, your values, your mission and your purpose – so thinking about how to get those on paper is a valuable place to start. Defining your business in a few key words, or thinking about the sort of language your brand brings to mind, can help you start thinking about what your voice could become.

Your voice will be a key touchpoint for your audience, and this is particularly true online. As you start thinking about your tone of voice, consider the purpose your voice will serve as you create an online presence. Will your brand make your audience laugh? Empower your customers to be their best selves? Whatever your message, it’s up to your brand voice to get it across – so you want to get it right!

 

 

Thinking about how to find the right words for your brand? Reach out to me at [email protected] to chat more about copywriting and your brand’s tone of voice.

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In Other News: How Snapchat, LinkedIn and TikTok Are Changing

September 15, 2021 Freya Whiteside Business, In other news, Industry, Insights, Social Media  

Get the latest news from the world of social, featuring LinkedIn, TikTok and Snapchat, in our social media round-up. 

 

Welcome to In Other News: the best place to find out about the latest social media news, written weekly by a member of the Pilot Fish Media team. This is where we’ll be sharing our insights about the latest trends and changes across social – we’ll keep you posted!

 

Say hello to Snapchat Trends

 

In August, Snapchat launched Snapchat Trends: a platform which helps marketers and content creators explore what’s hot and what’s not on Snapchat.

 

This new feature helps users see the most popular keywords people are chatting about and allows them to explore topics of their choice in a searchable database.

 

This information could prove invaluable to businesses wanting to reach a younger audience, with 75% of Snapchat’s users being millennials and Gen Z. Markets can discover what trends and products people are talking about, the type of people interested in their brand or business, and even what language they’re using to speak about it.

LinkedIn Stories end this September 

 

LinkedIn Stories, which were initially introduced in September 2020, will be removed by the end of September.

 

The move comes after feedback from users, which will be used to recreate how video can be used on LinkedIn. Users stated they want longer-lasting video content that can live on their profile and also said they wanted a feature with more creativity to help them produce more engaging content.

 

What’s next for LinkedIn? According to Senior Director of Product Liz Li, the Stories feature will evolve into a video format that’s “even richer and more conversational”, combining mixed media and creative tools. Get ready to brush up your professional profile!

 

TikTok takes on TV in latest ad

 

TikTok has set its sight on taking on TV, as shown by its recent ad with Ant and Dec.

 

The ad, which whizzes through the history of entertainment in a minute-long series of sketches, finishes with And and Dec, along with a range of creators, making content for TikTok.

 

James Rothwell, Head of Marketing, EMEA at TikTok said that the campaign was a “testament to the growth of our brand, and our disruption in the entertainment space.” 

 

With the platform having recently overtaken YouTube for average watch time in the US and the UK, it seems that TikTok’s ambition is unstoppable. Although Youtube currently takes the lead for overall time spent, thanks to its wider audience, TikTok could be seeking to change that as it places itself at the heart of mainstream entertainment.

 

Already thinking about how you can upgrade your social game? Get in touch at [email protected] to talk all things social, from copywriting to digital content strategy.

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