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The Storyscaping Methodology

1706 Digital Consultancy: The Storyscaping Methodology blog post

The Storyscaping Methodology

Storyscaping is a marketing methodology created by Gaston Legorburu and Darren McColl. They propose the idea that businesses need to move away from just creating adverts to sell products and start using the power of stories.⁣

The methodology is about telling a story and creating an emotional experience that inspires consumers to interact with all elements of your business and connect them with your brand.⁣

Applying the Storyscaping methodology to your marketing could help you engage existing consumers and gain new ones⁣, create an experience space that excites your audience⁣ and further understand your audiences values and needs, to connect them with your own⁣

1️⃣ Start by thinking about your brand strategy, this will aid you in discovering your purpose. ⁣

2️⃣ Secondly, think about your product positioning, are you marketing your product to the correct audience?⁣

3️⃣ Thirdly, dig deeper into your consumer insights and find their needs and desires, what are they looking for that your brand can provide?⁣

4️⃣ Finally, map out your consumer journey. Think about the experience your brand is currently creating for your consumer and how this could improve.⁣

Collect all of your findings and put them into action! This process should help you connect your consumer and your brand through shared values and shared experiences.⁣

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What is your Unique Selling Point (USP)?

Unique Selling Point (USP)

What is your Unique Selling Point (USP)?

A Unique Selling Point or Unique Selling Proposition (USP), is the heart of what makes your business stand out over your competitors. Now is a great time to delve deeper into your business strategy, and have a think about your USP.⁣

Consider the following questions:⁣

💙 Who is your business for?⁣

💙 What drives you to offer the products/services you do?⁣

💙 How do you want to make a unique impact?

💙 What makes you different from your competitors? ⁣

Finding your unique selling point will help you to define your company’s mission and vision.⁣

Communicating your USP within online marketing is really important. Being clear about your USP helps consumers to differentiate between the variety of options available to them in the market, helping them to make the right decision with what to spend their money on.⁣

For some businesses, identifying a USP will be easier than others.⁣ If you’re struggling to think of your USP, drop us a message on our Instagram and we will be sure to help.

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Customer Journeys

Tip Post: Customer Journeys

Customer Journeys

A customer journey map is a visual representation for every stage of interaction between your business and your customer. It highlights how your customers progress from first coming into contact with your business, all the way to when they make a purchase and share their loyalty through repeat custom and recommendations.

Customer journey mapping can help you step into your customers shoes, understand their thought process and reflect on their experience with your brand throughout the whole process.

Of course, every customer is different and can come into contact with your business in many different ways and at many different starting points. By establishing a customer journey, you may identify regular patterns which will help you to make relevant changes to your business strategy or marketing efforts. 

Creating a customer journey may seem like an impossible task and you may be thinking how can I possibly know the journey of each and every customer? However, following the 5 steps below may help you get started:

🔹Research and analyse existing data

The most important part of creating a customer journey map is to look at the process from the customer’s perspective, you can do this by digging deeper into your data. Using your different channel analytics, you can find exactly where your customers are coming from, how they engage with you, and potentially their next steps.

Social media can be useful for gauging how potential customers are engaging with your brand. Think about how the majority of people discover your content, whether they are regularly interacting with your posts or even directly communicating with you through messages.

In addition, website data can be the most effective tool for mapping out a customer journey. Although it seems daunting, setup Google Analytics and consider reviewing data that looks at your websites traffic sources, behaviour flow and conversion goals.

🔹Understand your audience

Before you create your customer journey, you have to get to know your customers. This doesn’t mean directly identifying them with specific demographics, this means trying to understand their thought process and behaviours. 

If you need help creating customer personas, find my ‘Marketing Personas’ instagram post.

🔹Define the steps of Awareness, Consideration and Conversion

Not every business’s customer journey will look identical. It’s important to break down your customer journey map into defined stages so you can get a bird’s eye view of what’s going on. You can technically break it down into three simple stages: Awareness, Consideration and Conversion.

🔹Identify customer touch points

Once you’ve defined the stages that make up your customer journey, you need to consider what your customers are thinking, feeling and behaving at each step. 

First, find out where your customers are interacting with your business. This is referred to as ‘touch points’. For example, a customer may view a post on your social media, and then click the link in your bio to a landing page. Your social media and landing page are both touch points.

🔹Identify any pain points or barriers

All businesses want a customer to have the best experience as possible. Once you’ve discovered your touch points, it helps you to obtain insights into common customer pain points, where you can identify obstacles that appear in the customer’s journey. For example, are people finding it hard to submit enquires on your website?

No customer journey is perfect, but that doesn’t mean you should forget about improving the UX. It’s best to be proactive about discovering the weak points in your customer journey, so you can modify them as soon as possible.

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Iceberg of Branding

Iceberg of Branding Blog Post

Iceberg of Branding

Branding isn’t just a logo and a fancy colour palette. It’s much more. It’s all about building a strategy below the surface of your brand that helps you to achieve your objectives. The Iceberg of Branding framework helps you to understand the fundamentals of what your brand strategy should include.

👁 The Visible Brand.⁣
Above the surface lies the visual aspects of your brand this includes your message, attitudes, values and culture. To get these perceptions across, we use branding assets that include logos, tag lines, visual identity and offerings. These elements are a visual shorthand for your brand and provide the full experience and expressions to your audience.⁣

💬 The Perceived Brand.⁣
Underneath the surface lies your perceptions. This is the foundation and strategy of your brand. It includes your personality, core message, market strategy, positioning, brand promise, mission and core values. Without understanding the foundations of your brand underneath the surface, it is hard to truly connect with your audience and tell honest stories.⁣ There are plenty of great resource to consider  when delving deeper into your perceived brand, we recommend using those created by Hubspot.

Looking to refresh your brand strategy or need to start from scratch? Check out our bespoke branding packages.

Iceberg of Branding Visualisation
Iceberg of Branding Visualisation

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On-Brand Insta Stories

On-Brand Instagram Stories

On-Brand Instagram Stories

Instagram stories are a great way to offer an insight into the ‘Behind the Scenes’ and relaxed side of your brand. The chronological system allows you to have an even battlefield amongst your competitors and provide valuable content that keeps your audience engaged. But are you using this to your advantage?⁣

With Instagram Stories offering more creative freedom than ever before, don’t let this factor distract you from keeping your content in-line with your brand. Follow our tips below to transform your stories:⁣

🔹 Insert your logo or submark onto your stories. This can be a great way to ensure your audience recognise your content and become familiar with it on a regular basis. To do this, have your logo/submark saved as an image on your device. Go into photos, select ‘copy’ and then go back into instagram to click ‘Add Sticker’.⁣

There is no reason not to keep your stories in-line with your brands colour palette. Firstly, don’t stay limited to the colours Instagram offers. Make use of the eyedrop tool and pick out the colours from your logo or image you previously added in the tip above.⁣

If you are going for a text only story with no background image, ensure your background colour matches your brand. To do this, use the eyedrop tool in the previous tip and using the drawing feature tap and hold until your background is one colour.⁣

Try and stick to one font style on your stories, this will keep your creativity consistent. A great way to get creative with text is to make use of drop shadows or spaces out bold lettering. To get a drop shadow, simply type your text > select all and click ‘copy’ > go to type a new bit of text > tap and click ‘paste’ > change the colour > resize over your original text.⁣

Good Luck!

Looking to receive professional guidance on your Instagram strategy or are you in need of branded templates to use on your social media? Check out our bespoke Social Media Marketing packages.

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Small Business Social Media Tips

Small Business Social Media Tips

Small Business Social Media Tips

Managing your social media channels alongside running your business can be hard work. A lot of business owners struggle to find the time to make social media their priority, and let’s be honest… it is probably the last thing on your mind.⁣

However, running your social media channels doesn’t have to be time or energy consuming. Follow the tips below:⁣

⚡️ Start small and grow big. Focus on one social media platform to start with. Put all of your attention towards sharing the best content possible and understanding your audience. Once this platform is at its optimum performance, then expand onto other channels.⁣

⚡️ Customer Service needs to be 10/10. Make your audience feel great. Start engaging with their posts, getting to know them through Direct Message and focus on building real relationships. Have you ever asked for help on a business page and they didn’t respond? How did you feel? Valued?⁣

⚡️ Free tools… USE THEM. There are plenty of free tools available that will help you to save time and produce quality content. Search online for free Content Calendars, Post Schedulers and Graphic Design apps.⁣

⚡️ Measure and Optimise. Success will only happen when you put in consistent effort. To check how well your page is doing, you need to do regular reviews. Majority of social media sites come with free built in analytics that will help you to identify how successful your page has been. These stats aren’t just numbers. They are the key to unlocking even more success. Try to find patterns in your failures and successes to work out the magic formula.⁣

Best of luck! If you want to explore Social Media Management as an option, click here.

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Copywriting Tips

Copywriting Tips

Copywriting Tips

Copywriting // ‘The activity or occupation of writing the text of advertisements or publicity material.’⁣

Copywriting can be a tough nut to crack. Have you ever started writing for a really important piece of content and then been hit with complete blankness? Sometimes the pressure of sounding normal is enough to stop your creative writing juices flowing. Below are a few tips to make it a little easier 👇⁣

🔹 K.I.S.S (Keep It Super Simple⁣).

This doesn’t mean you need to cut out your technical knowledge, this means keep your message clear. As Einstein said “If you can’t explain it simply, you don’t understand it well enough.”⁣

🔹 Headlines are KEY⁣

According to David Ogilvy, “On the average, five times as many people read the headline as read the body copy.” – Always keep your Headlines focussed and straightforward so your reader knows they are going to benefit from reading more.⁣

🔹 Tone of Voice⁣

Always write as if your brand could speak. Think about how your audience want to be spoken to and convey this tone and personality in your messaging.⁣

🔹 Proofread

Be patient, it is worth it. Proofreading can save the embarrassment of spelling and grammatical errors. These mistakes can be lethal. “Let’s eat Grandma” vs “Let’s eat, Grandma”. Without the comma, there were serious consequences for Granny. Take 5 to 10 mins to skim over your work before sharing it with the world.

Still struggling with Copywriting? You may want to invest in some help from a professional. My good friend Emily offers Copywriting as a service and would be happy to help. You can contact Emily by clicking here.

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SEO Basics

SEO Basics

SEO Basics

The complexity of SEO is often enough to give business owners a fright. However, if invested in correctly, SEO can make magical things happen online.⠀⠀⠀⠀⠀⠀⠀⠀⠀
Below are 5 tips to help you make some progress on your SEO strategy. Remember, SEO is not a quick fix. This will take patience, consistency and adaptation.⠀⠀⠀⠀⠀⠀⠀
1️⃣ Get to know your audience.

Find out what they search for and how they search. A great way to do this is to use tools like Answer The Public. This will help you gather a collection key words and search terms that you can begin to focus your content around.⠀⠀⠀⠀⠀⠀⠀⠀⠀
2️⃣ Optimise all of your webpages for keyword searches.

Remember, if your page has visual elements like images you are going to need to tell the search engine what the image is – you can do this by adding Alt Tags or Alt Text. Another thing is to structure your website in a HTML format, with H1, H2 and H3 headers to help the search engine understand your keyword hierarchy. ⠀⠀⠀⠀⠀⠀⠀⠀⠀
3️⃣ Websites need to be read and understood by both humans and search engines.

To make it easier for both parties, ensure you organise your pages correctly. Drawing out a Site Map before building your website is a great way to visualise how your pages will link together. Using simple URLs to identify your pages is also essential.⠀⠀⠀⠀⠀⠀⠀⠀⠀
4️⃣ Search Engines are also quite nosey. They want to know you are regularly active and updating your content. This may be seen as time consuming but content is really powerful when attracting attention to your website. Consider uploading consistent blog posts, case studies or even video content to your site.⠀⠀⠀⠀⠀⠀⠀⠀⠀
5️⃣ Finally, always measure and optimise your sites SEO progress.

Tools such as Google Analytics are going to be your bestie. With 200+ ranking factors for search engines to consider, try not to overwhelm yourself when looking at data. You may also want to put your site to the test on Website.Grader by HubSpot. ⠀⠀⠀⠀⠀⠀⠀⠀⠀
Good Luck!

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E-Mail Marketing Tips

E-Mail Marketing Tips

E-Mail Marketing Tips

E-Mail Marketing is still one of the most effective ways a business can connect and communicate with their audience. However, with around 293 billion E-Mails being sent out a day, there’s a lot of competition to beat.⁣

Whilst people scan through their inbox at an alarming pace, they are constantly making decisions based on priority and value. So what is influencing their decision?

Subject Lines and Preview Text.⁣

The Subject Line and Preview Text are a vital aspect of your E-Mail Marketing strategy. They give your audience an insight into what your E-Mail is about and most importantly whether it holds any value. With a short attention span and multiple other E-Mails waiting to be opened, the deciding factor is going to be whether your E-Mail is worth opening.

In order to drive open rates, we have a few suggestions:⁣

◾️ Use an Email Campaign tool like Mailchimp or Campaign Monitor (My personal faves!)
◾️​Keep your subject line between 5-7 words (Max 40 characters)⁣
◾️ Use Merge Tags to personalise your Subject Line with a name or topic – get creative!⁣
◾️ Stay away from the dreaded SPAM style. (No CAPS or !!!!!) ⁣
◾️ Never use false hope like “You’ve won £1k” (False hope = Clickbait = No Trust)⁣
◾️ Always write your own Preview Text, never set it to default⁣
◾️ Include buzzwords and a sense of urgency⁣

E-Mail Marketing tools like MailChimp or Campaign Monitor allow you to send E-Mails to your mailing list with ease. Their set up features allow you to write your own subject lines and preview text whilst also including Merge Tags to add a touch of personalisation.

We hope this helps, if you have any questions please do not hesitate to ask!⁣

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