Monthly Archives: August 2017

GDPR is coming – Expert advice from Mark Stonham: 5 ways to get more from LinkedIn as GDPR changes the data management rules

When the law changes and the penalties increase, I don’t know about you but I become fearful of being caught. Mobile speed cameras in 20mph zones are the latest hazard for drivers around Bristol. Whatever our views about whether they actually make the roads safer it’s undeniable that they are designed to change our behaviour. They probably make us drive more slowly. They may also encourage us to consider alternatives, such as walking or public transport. Personally, I’m looking forward to self-driving cars.

I see GDPR – the General Data Protection Regulations – in a similar light. This EU legislation that is taking effect from May 25th 2018 (easy for me to remember as it’s the day before my birthday) could well have a similar effect on how businesses of all sizes handle data.

GDPR – a trigger to rethink our contact and communications strategies

You can find specifics about the GDPR rules and their interpretation in many places online. At the end of the day, most businesses will need to make changes in order to comply.

However, this legal change is also a good trigger and be viewed as an opportunity. It’s a great prompt to review our contact management and communications strategies, and in my field, the way we use LinkedIn.

As LinkedIn is a public system we as individuals can in effect let LinkedIn deal with GDPR on our behalf. Data within LinkedIn has been provided by users, they maintain it, and they specify how visible it is through profile parameters. It’s when we take information out of LinkedIn, into a CRM or Email marketing system, that we need to be careful. Here are a few strategies to consider.

  1. Get closer to 1st connections in LinkedIn: One of the biggest opportunities created by LinkedIn is to be able to view activity and interact with our 1st connections. While many will be inactive, and relationships have gone cold, that doesn’t mean we need to be passive and cold too. Identifying people who are active on LinkedIn and who we can help and who can help us is the first fundamental step to take. As with any networking and relationships, being interested is a great way to become interesting. And giving to others will lead to receiving in return, especially as our generosity is visible through this public platform.
  2. Messaging through LinkedIn: Email inboxes are often very cluttered, and deliverability rates of email can be questionable. Personalised email messages are known to be far more effective than blanket emails, but they do take more time and effort to create and send than broadcast emails. Using LinkedIn Messaging to communicate on a personal 1:1 basis with 1st connections is very powerful when done well. Developing a range of template messages to copy, paste, amend and send means messages can be sent in a productive way.
  3. Content marketing through LinkedIn: As email marketing becomes even more regulated under GDPR it’s worth reviewing and revising the balance of communications. Using Social Media to communicate with people at the top of the funnel is a very powerful strategy, in part because our message can be amplified by others in the social community. It’s a great way to demonstrate our expertise. Status updates and articles that combine text, images and video are formats to leverage in LinkedIn. Creating a mix of messages that engage, inform and educate readers is the foundation. Creating shareable content that others Like, Comment and Share is a way to capitalise on the LinkedIn publishing platform.
  4. Lead Generation through LinkedIn:  Inviting and encouraging people to declare their interest is one of the marketing metrics that are most significant in lead generation. Tracking how many people sign-up to offers of various types, such as information product downloads, webinars and email marketing nurture are the main devices used in campaigns. GDPR is making sign-up and permission even more important.There are several ways that LinkedIn can be used to invite people to visit sign-up pages. Articles with a call to action, either as text or an image is one. Status updates leading through to blog articles on our website or directly to a landing page for an ‘offer’ is another. Advertising on the LinkedIn platform is a third. Finding the right approach and tone for our target audience(s) and for the LinkedIn community is an evolving process.
  5. Collaboration through LinkedIn: Partnering with complementary people and businesses at various levels is a way to leverage the strengths of the relationships they have with their connections. This is a reward for having fewer but stronger relationships, which is one effect that GDPR may have. To work well there needs to be an understanding of the value that both parties offer and gain. This can be as easy as sharing an article by one of the influencers or established players with your LinkedIn connections and commenting on relevant articles by others. Asking one of our 1st connections for an introduction, and encouraging people to provide us with referrals takes it up a level. And then joint campaigns, co-marketing, joint ventures etc. through to full partner programs promoted through LinkedIn are top-end options.

Prepare for GDPR sooner rather than later. Viewing GDPR as an opportunity is a positive way to approach the changes. Taking time to review contact and communication strategies now, and in this context review your LinkedIn strategies will put you in a stronger position for the arrival of GDPR and all that goes with it.

If you’d like to have a chat about ideas, opportunities and options around GDPR and LinkedIn, and pro-actively approach the changes, then do contact me, Mark Stonham, or  Yafit Davis.

For more information about Mark and his company visit his website here.

GDPR is coming: Cutting edge marketing tactics

I have always liked Jude Law but I liked him even more when I read this quote from him about being cutting edge: ‘I feel more and more at ease because I think the older I get, the less pressure there is. People say, “Well, he’s not cutting edge because he’s not in his twenties, so he’s not expected to be.”’

Here is another good quote: In his book, Build Your Brand in 30 Days, Simon Middleton says, ‘Your brand is what your company means to the world. Getting that meaning right is the most important thing you can do in business’.

So, how are the two connected and what does it all have to do with GDPR (Click here if you still don’t know what GDPR is)?

Well, GDPR represents a big shake up in direct marketing practice and will limit your ability to approach new business via e-mail and text. As I have written before, this is a great opportunity to review your marketing and lead generation strategy. By definition, this would mean considering new tactics in order to continue generating leads effectively. In the past month, I have shared expert advice on old fashioned tactics such as leafleting and direct mail. It is now time to consider what online tactics will be compliant and useful to consider.

Using online marketing is hardly cutting edge: platforms such as LinkedIn, Facebook and Twitter have been around for a while.  Yet, many SME’s still struggle to find a truly effective way to use online marketing that fits their brand and budget. This is particularly true in the B2B world where many companies either use Social Media to tick a box or choose to stay out of it all together.

I think that online marketing is so varied that every business can benefit from it as part of an overall strategy. I agree that there is a vast amount of information out there and much of the communication we produce is not read. I agree that SEO is hard to grasp and can be costly. I know it all comes down to time and attention. But I still think that the potential is there as long as you consider your overall strategy carefully first.

As I am devoted to getting you all GDPR-ready this year, I have asked a few of my esteemed colleagues in the online marketing world to help. As a result, I will be posting guest Blogs covering great tips and ideas particularly around targeting new business.  So, watch this space and share your own ideas and experience where applicable.

If you are unsure about how to approach GDPR compliance, we have come up with a package designed to support the shift in your lead generation approach.  Click here for more details or get in touch for a chat.

GDPR is coming: Expert advice from Greg Clemett on making leaflet marketing work for your business

Leaflets are a very effective marketing tool but to make it work you need a distribution plan strategy… A great delivery plan but an average leaflet will win over a great leaflet but poor or non-existent delivery plan every time. Here are a few tips to get you started:

1. Make sure that your leaflets are considered, professionally designed and have:

• A great headline on both sides
• An attention catching image
• Been printed on the right stock
• A compelling call to action
• A time limited offer
• Even Ideally a unique tracking phone number

2. Don’t waste your money with unplanned, unprofessional delivery (no matter how cheap!). Consider the following:

  • Demographics & Geography:

-Know the demographics and the total number of letterboxes in your target area.

-Don’t be too narrow in targeting – especially on the first couple of drops – as you find and learn about your audience. You may get surprising results.

-A drop area of less than 5,000 isn’t going to give you value in terms of measuring, for future tweaks. It would be just too small of a sample to be reliable.

  • First Impressions count:

-Make sure your leaflet reflects the way you want your business to be seen and your brand perceived.

-Print on the best / heaviest paper you can with the best finish you can. We recommend at least 150gsm and up to 280gsm (depending on your product or service). 100gsm or lower and you are compromising your brand image.

  • Campaign Strategy: 

-Repetition to build Reputation: In almost every situation the default delivery plan should be a campaign, not a one-off drop. Here is how it works:

  • Drop 1. Low hanging fruit
    They were ready to buy and you have landed on their doormat at the right time.
  • Drop 2. Vague Familiarity. More considered buyers and low hanging fruit.
  • Drop 3. Building a name; Response levels are 2-5 times what they were at drop 1. You are starting to ‘own’ the area.
  • Remember that trust comes with recognition.

-Time between drops: Err on the side of more frequent. We suggest repeating areas between 4-6 weeks, to achieve the memory effect. Frequent drops also enable you to learn quickly what is working and what isn’t to refine your campaigns.

  • Solus or Shared distribution? Both work well…. but there is a trade off with each method:

-Solus:  your leaflet alone, pretty much where and when you want, ideally exclusively capturing attention. However, there is no control on what other leaflets or post is arriving immediately after. Also, this is of course at a premium price (3-4 times shared) to cover all overhead costs.

-Shared : with other leaflets. Cheaper as you are also sharing the costs of the delivery company.The trade-off being an amount of flexibility – you are restricted to going where that company has scheduled rounds.

  • Be Ready for the response: Make sure who ever answers the phone is well briefed. No point in doing all this work and not being able to capture the new business!
  • GPS tracking, checking and measuring: For piece peace of mind, you might consider what checks can be offered by your distribution company. Be sure to gather feedback, responses and trackable data from each drop. Most of your competitors don’t bother.

For more information check out Greg’s website on http://www.bristol.dor2dor.com/
The above is adapted extracts from the free Dor-2-Dor booklet: ‘How to Make Leaflet Drops Work – Brilliantly!’