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From the Blog

High Street Businesses Need To Reconnect With Their Customers

7th November 2018
In the days of the bobby on the beat, deliveries by bicycle and a time when everyone had a personal relationship with their bank manager, the high street thrived in this country. Why? Well because it was needed, it was the centre of a community it was the place where you went to do what you needed to do. If you didn’t think much of the area or there wasn’t much going on, that didn’t matter, you needed the high street and so you visited it. This High Street necessity started being eroded by out of town supermarkets. Where previously supermarkets where part of the High Street, they suddenly became a destination all of their own, and the High Street became less of a requirement. Despite this threat, many high streets and high street stores didn’t really change the way they did things. In some instances it wasn’t affecting them, the pain was being felt by independent food retailers like butchers but not as much for clothes shops or sports shops. And then online shopping came along… For many businesses this was the opportunity they had been waiting for; too long they had been restrained by the geographic confines of their high street and the prohibitive nature of expanding a retail operation, internet shopping was about to provide them with the opportunity to grow. For others, they didn’t really know what to do, they kept their online presence (if they had one), as a separate entity from their high street store and they dismissed the online retailer as all price no service. Now, one in every five pounds spent in UK shops is now online. New data from the Office for National Statistics show online sales rose by 15.3 per cent over the past year and now make up for a record high of 18.2 per cent of all retail sales. And then came social media… And all of a sudden these online businesses could interact with their customers, create a following and in some cases integrate their online and offline experiences. This meant that the high street was now fighting for relevance. It had gone from necessity to fighting for relevance in 20 years. Not a long time… but still plenty of time to adapt and learn. The point being, that the retail success stories of the past 20 years, John Lewis, Argos etc., have embraced the changes, adapted and innovated so that their offering is right for the new way in which consumers want to interact with the high street. The businesses which haven’t, Toys R Us, BHS and House of Fraser as some recent examples have failed. Set against this backdrop, the high street retailer of today, whether they are one store or 100 stores, has an unbelievable opportunity. They can offer the products they sell online to a much wider audience than previously possible. They can interact with their customers not only in-store but also online. They can drive traffic to their on- or off-line presences

10 Ways Your Homepage Can Increase Your Website Conversion Rate

31st October 2018
When you visit a website, what’s the first thing you see? The homepage. Your homepage might be the first interaction a potential customer has with you, before you’ve even met or spoken on the phone. Think of your homepage as the reception area of your office. Every time a person lands on your homepage they are forming an opinion of you and deciding whether they want to find out more about what you do and if you fit the criteria of what they’re looking for. Research shows that most visitor traffic drops off after landing on the homepage, and visitors spend a maximum of 8 seconds on the homepage before they decide to leave (bounce) or click on and stay on your site. If your website only has 8 seconds to make an impression, you need to make sure it’s the right one. If you didn’t know it already, your homepage is probably the most important page on your website. The exact messaging and content you should have on your homepage varies depending on what you do as a business, but there are key elements that every homepage should have… First things first, establish your goals What do you want your website to do, what is the primary objective? For example: Sales – Do you want to sell products through your website? Do you need an ecommerce site? Marketing – Do you want to promote your business and generate leads through website? Do you need to offer added value and encourage visitors to take an action? Customer Support – Is your website a tool for customer service and support? Will your website need to incorporate a forum, built in messaging, or a call back service? So now that you have a goal, how is your website going to help you achieve that goal? Remember, key focus should be on the homepage, as that is where majority of your website traffic is going. Whatever the goal, you need to address it on your homepage and guide the visitor through the customer journey. What are the 10 essentials for your homepage? As well as defining your overall goals, it is essential that every website: 1. Clearly defines what you do and who you do it for – your value proposition Your header should be prominent on the homepage – within 3 seconds, a visitor should know exactly what you do and who you are targeting. Your heading is one of the most important pieces of copy on your website. You won’t be able to target everyone, so make sure you focus on your ideal customer and target audience. Keep it short and to the point and make sure you use plain English. Check out this website for tips on how to use plain English in your messaging. Once visitors know what you do, you need to tell them how you do it differently from your competition. What makes you unique? If you don’t outline how you do things differently, they are likely

Can memes be used as marketing messages?

25th October 2018
As you might expect from a stereotypical 20-something Millennial, I spend a lot of time on social media. In fact, earlier this month, a somewhat alarming notification kindly let me know that my 10 year Facebook anniversary was coming up. A whole decade. At the tender young age of 23, that’s not far off half of my life spent under the (oh-so) watchful eye of Mr Zuckerberg. At first, I spent my time on social media chatting to friends. After that, I used it mostly to discuss bands on forums or on Myspace. These days, I’ve noticed that I spend most of online time scrolling through endless memes on Twitter. In fact, perhaps one of the most common phrases said in the office is “I saw this really funny meme yesterday…” Memes are everywhere. They’re the internet currency you can exchange for popularity if you’re willing to risk losing face if the joke completely flatlines on the timeline. Everyone from Gucci (yes, I said Gucci) to meme influencers (and yes, I also said meme influencers) are using memes to make the most out of social media, and most other brands are wising up to their magical meme powers. So should your brand use memes in your social media strategy?   Firstly you need to know what a meme is. So, what is a meme? You might think of memes as a fairly new phenomena. If you’ve been a long-standing social media user (anyone else celebrating their ten year anniversary with me?), you might think they’ve been around for a good few years. The idea behind memes, however, is perhaps even older than you might think. Surprisingly,the word “meme” was coined by Richard Dawkins way back in 1976. His argument was that virality didn’t just apply to infectious diseases, but also to anthropology. Essentially, any cultural element that could be shared and spread rapidly across a community was a ‘meme’. Today, however, memes have a very specific connotation – a digital joke, if you will. But memes can – and have – evolved. You might think of something like this… ….when you think of memes, but memes can be anything from videos, text formats, physical challenges… you name it. As long as there’s an element of virality, it’s probably classed as a meme.   So why would a business use memes in their social media strategy? There’s plenty of reasons you might want to use a meme in your marketing strategy. The first and most obvious reason is to maximise engagement. People are increasingly savvy when it comes to sussing out – and consequently scrolling past – marketing messages, but memes are a subtle way to engage your audience with your content. Not to mention, when used correctly, memes can help your business come across as modern, fun, and exciting. Memes can also help you reach new audiences – their inherent shareability means that they’re likely to help your business be seen by more people, as well as giving people a

Stunting in the PR world – is it worth the publicity?

11th October 2018
Banksy is back at it again. His latest, and arguably most notorious publicity stunt, shredding the beloved Girl With Balloon, which had just been auctioned off for a cool million pounds, has stopped the world and everyone in it. Is it real? How long had he planned this? Was it all set up? Is he a shadow magician walking amongst us? Just some of the unanswered and seemingly bewildered questions revered artists, journalists, general public and apparent insiders have been asking over the last couple of days, still none the wiser. One thing’s for sure though – everyone’s talking about Banksy. Suddenly everyone’s talking about it Publicity stunts are not new and have been happening since the dawn of time. The Banksy stunt was executed to perfection, with the result and ripple effect currently now what we’re all involved in. Banksy’s trending on Twitter, with mass amounts of news coverage and topical discussions taking place about its message. For some, it’s a renewed interest in the artist, for others a brand-new opportunity to find out more. There’s talk the piece has already doubled in price and it’s only been a matter of days, with some calling it Banksy’s greatest ever work. As a creative marketing and design agency, here at Digital Glue we have to stop and applaud such a stunt. Isn’t that what public relations, marketing and being a creative is all about? Promoting a particular client or piece of work through a variety of platforms is what we do on a day-to-day basis. This stunt is definitely up there with some of the PR campaigns we wrote about last year. Of course, Banksy is a very clear example of what can be done if you have the resources at your disposal. But a publicity stunt can be defined in many ways; it doesn’t necessarily have to be big and bold with lots of dollar bills behind it. What is the impact of a publicity stunt? A PR stunt looks to work well, garner media attention, raise brand awareness and make an impact. Ultimately, clients need to see a return on investment (ROI) for implementing the stunt in the first place. The impact of PR can be hard to measure. But certain elements to a PR stunt, such as public perception and tone, Google analytics, social shares and year-on-year growth, can be a real indicator of how successful you’ve been as a company conveying your message and the audience you’re trying to reach and influence. Publicity stunts have gained in popularity over the years and when performed properly, are a unique way to raise awareness, generate press coverage and quickly create explosive conversations about your brand on social media. Do you want to know more about how to get some great publicity and how PR can help your brand? Get in touch with the DG team today!