How to enhance your PR strategy in the digital age

Social media and digital applications are always changing.  Familiarising yourself with these new digital platforms could help you take advantage during a social media campaign. Here are a few useful hints and tips to develop your brand and potential engagement with clients in the future.

Real time marketing

This is a technique that is being used more and more on Facebook and other forms of popular social media. It can be used in a variety of different ways and often run through advertisements on a page.

  • Identifying your location and advertising things in your area.
  • Selling products or services from websites you have recently visited.
  • Event/social media marketing. For example, internet sensation Salt Bae and his cooking technique that went viral.

Visual content

It might seem obvious but visual generated content is more appealing and will attract people to your website or Facebook page. Nobody wants to see a page full of hard coded text and no visual content to keep the reader engaged. With Google Analytics, you are able to pin point how long a user stays on your page for.

A man by the name of Jakob Nielsen came up with a theory on Eye tracking, shortly named the F-pattern. He discovered that often the user’s eye scanned in an F pattern when engaging with content. This means that you must ensure text is not bulked together in one paragraph. Companies like the BBC tend to do this very well, where the text is nicely organised and the most important information is at the start of the article. Keeping the reader engaged and successfully informed.

Do YouTube well

YouTube can be a great way of generating cash when you get enough views on your selected videos. You are able to adjust your settings to monetise your videos and therefore get paid by YouTube when your content reaches a specific stage. This is not only good because of the financial incentive, it is a great way to increase interest in your latest campaign or business idea. Therefore boosting engagement in your page as well as awareness of your brand.

On the other hand, people are likely to engage with video content better than static photographs. Since some of the most viewed videos on YouTube are of cats and animals. People are more interested in this content rather than someone trying to advertise their brand. This is why if you combat both areas it may lead to success for your company or PR stunt.

 

Pay attention to Analytics

Our favourite search engine Google, offers a variety of different analytical software for free of charge. These enable you to monitor your content and consider how high your organisation sits on the Google rankings.

You can observe how long customers spend on your website and monitor the amount of click throughs to certain pages. This can be hugely beneficial for pin pointing improvement in your work.

There are other paid for pieces of software such as Sprout Social, which can help improve content engagement to your website.

 

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How a London Furniture business did the most ingenious PR stunt

On the 25th November 2015, the Nill’s furniture shop in Edmonton North London was vandalised by three young men.

The over night break in disrupted the Turkish owners during the opening period of the new furniture store. Dispute this unwanted event, all but one piece of furniture was recovered from the spray paint.

Since visiting the area, I discovered that this piece of vandalism was completely staged by the Turkish owners, who thought it would be the best way to get publicity for the new store about to open.

What a fantastic way to get media exposure! Especially as most of the damaged furniture was recovered, making it even more of a stunt to pull off and salvage stock.

 

 

How A London Business Made £30k

Since the Christmas break I have taken the opportunity to do some work with my friend in London for a couple of weeks.

Based in Stoke Newington, London , the family run business named Coban, has been around for 25 years. Coban first started predominantly in photography, specilasing in weddings, where both video and photography elements are championed.

Looking more into the future, Coban has decided to branch off from photography into other areas of the market.

The newly launched website.

Yalcin Coban, had a passion for homeware and wanted to bring a product to the market that was unique and solved problems that he faced in the kitchen and at home.

He launched his campaign on kickstarter which is one of the most popular websites for crowdfunding and helping an individual fund a project. He set out by attempting to generate £9500.00 and successfully achieved this by raising an astonishing £33,580!

Check out the newly designed website.
Using the perks of Kickstarter, he issued many prizes and gifts which gave the audience more of an incentive to fund him.

This goes to show the power of crowdfunding and how it can make people’s goals a reality.

Younger brother Mahmut Coban decided he wanted to branch out the business even further. He set out by introducing his own clothing brand, specialising in British made products, mostly leather accessories initially. Having an keen interest in motorbikes, he also developed a unique skill in building bikes from scratch using spare parts found on other bikes. This is another service which he offers in the store and advertised online.

Check out the website here.

Unfortunately the Kickstarter campaign failed to make the £15,000 target, because of the campaign being launched before it was ready. Considering this bad start, Life In Paradigm has done well as a brand, with its inclusion in the ASOS online marketplace.

The store in Stoke Newington has been transformed into an actual retail store rather than just a wedding studio. Selling other British made products with a aim to produce more of their own branded clothing.