Portrait of children girl closing face with dry yellow autumn leaf.

New Season Marketing

I know what some of you are thinking - Any mention of the late seasons right now really does enrage some people, and to you I’m sorry. A bit. Hey – I’m not selling Christmas stuff if that’s any consolation, and what we’ve got to say really does need saying now – when you’ve been on your holidays and the corn has gone from the fields, the kids are back at school, and you’re looking at September-January, it’s going to feel pretty good to know you’ve got a plan.

Successful marketing is all about preparedness. Picture a gardener planting seeds in the spring to reap a bountiful harvest in the autumn. In the same way, your autumn and winter marketing strategies should be sown now for the highest returns later.

Why Plan Now?
Marketing, particularly in the care sector, is not an overnight process. It requires deep consideration, thoughtful creativity, and strategic planning. An effective campaign needs to be designed and targeted precisely. This process takes time.

Planning your autumn and winter marketing campaigns in the summer allows for ample time to conduct market research, craft engaging content, design stunning visuals, and schedule your campaign rollout. Early planning also provides time to adjust your strategies based on feedback or changes in the market.

Understanding Your Audience
The care business is unique. It is not about selling products, it's about providing essential, compassionate services that make a difference to people's lives. Your audience is equally unique. It includes care home residents, their families, and care professionals, each with their own needs and concerns.

As the seasons change, so do people's thoughts, behaviours, and needs. A successful autumn or winter campaign should consider these changes. What are the key concerns of your audience during these seasons? How can your services meet these needs? Understanding these elements can significantly enhance the success of your campaign.

Embracing Seasonal Themes
Autumn and winter are filled with opportunities to make your marketing campaign resonate with your audience. These seasons bring about holidays like Halloween, Bonfire Night, Christmas, and New Year's. Each of these can be utilised as a theme to engage your audience. What did you do last year? How successful was it? What can we use from then and what will we create new.

Moreover, the autumn and winter seasons are traditionally associated with togetherness, warmth, and care - concepts closely tied to your line of business. Incorporating these themes into your marketing strategy can help you connect with your audience on an emotional level.

How Care Studio Can Help
At Care Studio, we specialise in creative and design work for care businesses, especially in branding and websites for care homes. Our team has a deep understanding of the care sector and its unique marketing needs as we’ve been working with care clients since 2011.

Our team can help you craft compelling messages, design engaging visuals, and develop a strategic marketing plan. From brainstorming creative ideas to executing the campaign, we can support you every step of the way.

Now is the perfect time to start planning your marketing campaigns for these seasons. With a bit of foresight and strategic planning, you can ensure that you’re well-positioned to succeed in the latter part of the year.

Don't let the seasons change without a plan in place. Contact Care Studio today, and let's start planting the seeds of your future success!

If you’re looking to start a bigger project later in the year, now is the perfect time to have the initial discussions so you can hit the ground running come September. We specialise in Branding & Websites for care homes and care businesses.

• Branding and Identity Whether you're a new care home that needs to establish its brand, or an existing one looking to reinvent itself, we can help you create a powerful and consistent brand identity that resonates with your target audience.

• Website Design and Development A visually appealing, user-friendly website can make all the difference. We can design and develop a website that effectively communicates your message and prompts user action.

Take a look at some of our latest work and download our free e-books https://care.studio/our-work/

by shuttlefish

Domain Names, DNS and All That Jazz.

This is one of those areas we get asked a lot about at work.  Mostly because the only people that understand fully what’s going on are the techies, let’s face it.  Luckily for us, we have some of those so we thought it would be helpful to cover it in an article.  What are these domain names of which you speak?  Why do I need one?  How do I get one, and so on.

What Is a Domain Name?

A domain name is a unique identifier that is used to locate and access a website on the internet. It is a string of characters that forms a web address and is used to help users navigate the internet and find the websites they are looking for.

A domain name is composed of two parts: the top-level domain (TLD) and the second-level domain (SLD). The TLD is the last part of the domain name, such as .com, .org, .net, .edu, or .gov. The SLD is the part that comes before the TLD and is usually the name of the website or business.

For example, in the domain name "example.com," "com" is the TLD, and "example" is the SLD. The SLD can also include subdomains, which are additional segments added to the beginning of the domain name, such as "blog.example.com" or "shop.example.com."

Domain names are registered through a domain registrar, and each domain name must be unique. Once a domain name is registered, it can be used to host a website, create custom email addresses, and more.

OK Great, How Do I Get A Domain Name?

You can buy a domain name from a domain registrar, which is a company that specializes in registering and managing domain names. There are many domain registrars to choose from, and some of the most popular ones include:

  1. GoDaddy
  2. 123-Reg
  3. Google Domains
  4. 1&1 Ionos

 

To buy a domain name, you will need to search for available domain names and choose one that fits your needs. Most domain registrars have a search tool on their website that allows you to search for available domain names and check the availability of different TLDs.

Once you have found an available domain name, you will need to register it with the domain registrar. This typically involves creating an account, providing your contact information, and paying for the domain registration fee.

After you have registered your domain name, you will have full control over it and can use it to host a website, create custom email addresses, and more. It's important to remember to renew your domain registration periodically, usually on an annual basis, to maintain ownership of your domain name.

That Sounds Complicated, Can You Do This For Me?

It’s really simple, honest. imagine it just like any purchase you make online.  We can guide you through it if you are confused about which one to buy, but it is much better for you to own your own domain name, than for us own it on your behalf.

What Is A Domain Name Server?

A Domain Name Server (DNS) is a computer server that is responsible for translating domain names into IP addresses. When you enter a website address into your web browser, your computer sends a request to a DNS server to resolve the domain name into an IP address. The DNS server then returns the IP address to your computer, allowing your browser to connect to the web server associated with the domain name and display the requested website.

DNS servers work together in a hierarchical system to provide efficient and reliable domain name resolution. The top-level DNS servers, known as root servers, maintain a database of all the TLDs and their corresponding authoritative DNS servers. The authoritative DNS servers are responsible for maintaining the DNS records for specific domain names.

When a user requests a domain name, their local DNS server first checks its cache to see if it has the IP address for that domain name. If the cache doesn't contain the information, the local DNS server forwards the request to one of the root DNS servers. The root server then directs the request to the appropriate authoritative DNS server, which returns the IP address to the local DNS server. The local DNS server then caches the IP address and returns it to the user's computer, which uses the IP address to connect to the web server associated with the domain name.

Overall, DNS servers are an essential component of the internet that allow users to access websites using human-readable domain names. They help ensure efficient and reliable domain name resolution by maintaining a hierarchical system of servers and caching frequently requested domain names to speed up the resolution process.

OK That Was Too Much For Me – What Do I Really Need To Know?

That’s fair enough, when we’re putting your website live, we will need access to this to make it all work.  We can do that through the control panel of your domain name.

What Is An IP Adrress?

An IP address (short for Internet Protocol address) is a unique numerical identifier that is assigned to every device connected to the internet. It allows devices to communicate with each other over the internet by specifying the source and destination of data packets.

IP addresses are typically represented as a string of numbers separated by periods, such as 192.0.2.1. They are divided into two main types: IPv4 and IPv6. IPv4 addresses are the most common and consist of 32 bits, allowing for a maximum of approximately 4.3 billion unique addresses. IPv6 addresses, on the other hand, consist of 128 bits, allowing for a virtually unlimited number of unique addresses.

Every website, web server, and other internet-connected devices have an IP address. When you enter a website address into your web browser, your computer uses DNS to look up the IP address associated with that domain name, allowing your computer to connect to the web server associated with that IP address and display the requested website.

 

We hope you found that useful.  If you’re still in the dark, don’t worry, your website agency will have it covered for you.  If you don’t have one of those yet, let’s have a 20 minute chemistry call to see if we can help.

by shuttlefish

What Are CRMs and Why Are They Important?

CRM stands for Customer Relationship Management, which is a strategy and set of practices that businesses use to manage their interactions with customers and potential customers. A CRM system is a software platform designed to help businesses manage their customer data, track interactions with customers, and automate various aspects of the customer-facing process.

A CRM system typically includes a database that stores customer information, such as contact details, purchase history, and communication preferences. It also provides tools for managing and analyzing customer interactions, such as lead and opportunity management, customer service and support, marketing automation, and sales forecasting.

By using a CRM system, businesses can improve their understanding of their customers, personalize interactions, and provide better customer service. They can also track sales and marketing activities more efficiently, identify areas for improvement, and make data-driven decisions based on customer insights.

A good CRM system will help you build stronger relationships with customers, streamline processes, and ultimately drive growth and revenue.

What Are The Best CRMs on The Market?

There are many CRMs available on the market, and the best CRM for your business depends on your specific needs and requirements. Here are some of the most popular CRMs, based on their features, ease of use, and customer reviews:

  1. Salesforce: A popular cloud-based CRM that offers a range of features, including lead and opportunity management, marketing automation, customer service and support, and analytics.
  2. HubSpot: A popular all-in-one CRM and marketing automation platform that offers a free version with basic features and paid plans for more advanced features.
  3. Zoho CRM: An affordable cloud-based CRM that offers features such as lead management, sales forecasting, and marketing automation.
  4. Pipedrive: A user-friendly CRM with a visual sales pipeline that helps sales teams manage leads and deals more efficiently.
  5. Freshsales: A CRM with AI-based lead scoring and sales forecasting, as well as features for lead management, email tracking, and analytics.
  6. Microsoft Dynamics 365: A cloud-based CRM that integrates with Microsoft's suite of business tools, including Office 365, and offers features for sales, customer service, marketing, and operations.

Each CRM has its own strengths and weaknesses, and it's important to evaluate your business needs and try out different options before choosing the one that's right for you.

Will these work for my business specifically?

Yes, most likely these will work with your sector.  However, there are industry-specific CRMs that are tailored to meet the unique needs of different industries. These CRMs typically offer industry-specific features, workflows, and integrations that are designed to support specific business processes and enhance productivity.

Here are some examples of industry-specific CRMs:

 

  1. Real estate CRM: CRMs designed for real estate agents and brokerages offer features such as lead capture and management, property listings management, and transaction management.
  2. Healthcare CRM: CRMs designed for healthcare providers offer features such as patient data management, appointment scheduling, and referral management.
  3. Nonprofit CRM: CRMs designed for nonprofits offer features such as donation tracking, donor management, and volunteer management.
  4. Legal CRM: CRMs designed for law firms offer features such as case management, document management, and billing.
  5. Hospitality CRM: CRMs designed for hotels and restaurants offer features such as guest data management, reservation management, and loyalty program management.

Industry-specific CRMs can be a great option for businesses that want to streamline their operations and improve their customer relationships. By using a CRM that is specifically designed for their industry, businesses can benefit from features and integrations that are tailored to their needs, and improve their efficiency and productivity.

How Much Should I Pay For A CRM?

The cost of a CRM system can vary widely, depending on the size of your business, the features you need, and the type of deployment (cloud-based or on-premise). Here are some general guidelines for the cost of CRMs:

Free: Some CRMs offer free plans with basic features, which can be a good option for small businesses or startups with limited budgets.

Small business: For small businesses, cloud-based CRMs can range from £10-£50 per user per month, depending on the features included.

Mid-sized businesses: For mid-sized businesses, cloud-based CRMs can range from £50-£150 per user per month, depending on the features included.

Enterprise: For larger enterprises, the cost of a CRM system can vary widely, depending on the number of users and the complexity of the system. Some enterprise-level CRM systems can cost thousands of pounds per month.

In addition to the monthly or annual subscription fees, businesses may also incur additional costs for implementation, customization, and integration with other systems.

The cost of a CRM system depends on many factors, and it's important to evaluate the features and benefits of different options before choosing the one that's right for your business. It's also important to consider the long-term costs of a CRM system, including training, support, and maintenance, in addition to the upfront costs.

by shuttlefish

What is Company Culture and Why does it matter?

Company culture refers to the shared values, beliefs, attitudes, behaviours, and practices that shape the work environment and influence how employees interact with each other and with the organization as a whole. It encompasses the company's mission, vision, and goals, as well as the way it conducts business, treats employees and customers, and approaches problem-solving and decision-making.

A strong company culture can foster a sense of belonging, motivation, and engagement among employees, leading to increased productivity, higher job satisfaction, and better retention rates. It can also help attract top talent and differentiate the company from its competitors. On the other hand, a negative or toxic culture can lead to low morale, high turnover, and poor performance. Therefore, building and maintaining a positive company culture is essential for long-term success and sustainability.

With four distinct generations of worker potentially collaborating in companies all over the UK, we found it interesting to look at the differences between what each generation wants from work, and how you can take a quick look at how a company is doing in this area.

What do people want from work?

Having a broad age range in a company can lead to diverse perspectives, knowledge sharing, improved communication, better customer understanding, and increased innovation. These benefits can help a company thrive and succeed in a rapidly changing business environment.  Managing to get the best out of everyone requires some understanding of what each group desires most in their work.

Baby Boomers (born roughly between 1946 and 1964)

Baby Boomers have different expectations and desires when it comes to work compared to other generations. Here are some key things that Baby Boomers want from work:

  1. Job Security: Baby Boomers value job security and stability in their careers. They seek out jobs that provide a stable work environment and long-term job security.
  2. Competitive Salary and Benefits: Baby Boomers value a competitive salary and benefits package. They seek out jobs that provide fair compensation and benefits, such as health insurance, retirement plans, and paid time off.
  3. Recognition and Respect: Baby Boomers value recognition and respect for their work. They want to feel valued and appreciated by their employers and seek out jobs where their contributions are recognized and rewarded.
  4. Loyalty: Baby Boomers value loyalty in their careers. They seek out jobs where they can build long-term relationships with their colleagues and employers and feel a sense of loyalty to the company.
  5. Meaningful Work: Baby Boomers want to work for companies that align with their personal values and make a positive impact on the world. They seek out opportunities to do meaningful work that they feel is contributing to a greater cause.

Generation X (born roughly between 1965 and 1980)

Generation X has different expectations and desires when it comes to work compared to other generations. Here are some key things that Generation X wants from work:

  1. Work-Life Balance: Generation X values a healthy work-life balance and prioritizes time for family and personal life. They seek out jobs that allow them to have a fulfilling personal life outside of work.
  2. Career Growth: Generation X values continuous learning and development. They want to work for companies that provide opportunities for career growth and development. They seek out companies that invest in their employees' professional development.
  3. Autonomy: Generation X values autonomy in their work. They want to have control over their work schedules and to be trusted to work independently. They seek out jobs that allow them to work autonomously and have a high degree of control over their work.
  4. Job Security: Generation X grew up during a time of economic instability and job insecurity. As a result, they value job security and stability in their careers. They seek out jobs that provide a stable work environment and long-term job security.
  5. Competitive Salary and Benefits: Generation X values a competitive salary and benefits package. They seek out jobs that provide fair compensation and benefits, such as health insurance, retirement plans, and paid time off.

Millenials and Generation Z (born roughly between 1981 and 2012)

These groups have different desires and expectations when it comes to work. There is a lot of crossover between the groups but we have listed them together as they are distinct from Generation X and Baby Boomers in many similar ways.

Here are some key differences in expectations:

  1. Work-life balance: Generation Z values a healthy work-life balance more than previous generations. They prioritize flexible work arrangements and are willing to sacrifice high salaries for more time off.
  2. Diversity and inclusion: Generation Z is the most diverse generation yet and expects their workplace to reflect that. They place a high value on diversity and inclusion, and seek out companies that prioritize these values.
  3. Meaningful Work: Millennials want to work for companies that align with their personal values and make a positive impact on the world. They seek out opportunities to do meaningful work that they feel is contributing to a greater cause.
  4. Social responsibility: Generation Z is highly aware of social issues and expects companies to be socially responsible. They want to work for companies that are making a positive impact on the world and align with their personal values.
  5. Collaboration and Feedback: Millennials value collaboration and feedback in the workplace. They want to work for companies that foster a supportive work environment where employees can collaborate and provide feedback to one another.
  6. Career development: Generation Z values continuous learning and development. They want opportunities for career growth and development, and seek out companies that invest in their employees' professional development.
  7. Technology: Generation Z is the first generation to grow up entirely in the digital age. They are highly tech-savvy and expect their workplaces to be as well. They want to work for companies that embrace new technology and use it to improve efficiency and innovation.

I’m pretty sure if you’d asked me twenty five years ago ‘how does this sound?’ I’d have bitten your hand off.  Some of the less positive media content around this does sometimes feel as though it comes from a jealous/envious place.  See: ‘we never had those luxuries’ ‘should be grateful’ ‘entitled’ and so on.

Note: an Xennial is a member of an age group born after Generation X and before the Millenials - specifically in the late 1970s and early 1980s They are distinct from all other generations for having experienced an analogue childhood and a digital teenage/adulthood.

If you need help with building a strong, modern company culture and values, there are several steps you can take:

  1. Identify your goals: Start by identifying what you want to achieve through a strong company culture and values. This might include improving employee morale, reducing turnover, or increasing productivity.
  2. Assess your current culture: Conduct an assessment of your current culture to identify strengths and weaknesses. This may involve surveys, interviews, and focus groups with employees. (see list below)
  3. Define your values: Define the values that you want to promote in your company. These should be aligned with your mission and goals, and should guide decision-making at all levels of the organization.
  4. Develop a strategy: Develop a strategy for building a strong company culture and values. This may involve changes to policies, procedures, communication channels, and training programs.
  5. Implement your strategy: Implement the strategy, working closely with your HR department, managers, and employees to ensure that everyone understands and supports the new initiatives.
  6. Monitor and evaluate: Monitor the implementation of your new culture initiatives and evaluate their effectiveness over time. This may involve additional surveys or assessments to measure progress and identify areas for further improvement.
  7. Seek outside help: Consider working with a company culture consultant to help guide you through the process and provide expertise and support.

How to Take A Snapshot of a Company’s Culture

There are many professional companies who specialise in this area and can help companies small and huge to make meaningful changes to their company culture and working practices – we are not one of those. Having done our own work internally on this subject, we picked up a few helpful tips on getting a quick overview on the situation.

You can quickly assess you own company culture by following these easy steps:

  1. Observe the physical environment: The physical environment of a workplace can provide some clues about the company's culture. Look for signs of employee engagement, such as bulletin boards, employee photos, and decorations. Are there any areas for socializing, such as a break room or common area? Do employees seem happy and engaged or stressed and disengaged?
  2. Look at the company's website and social media: Review the company's website and social media presence to see how they portray themselves. Are they showcasing their employees and highlighting their achievements? Are they promoting a fun and innovative culture?
  3. Review online reviews: Check out online reviews from current and former employees on websites like Glassdoor. Look for common themes or concerns, such as management style, work-life balance, or opportunities for growth.
  4. Talk to employees: If possible, talk to current or former employees about their experiences working for the company. Ask about the company's culture, work environment, and any challenges they faced.
  5. (If you are considering working for a new company:) Pay attention during the interview: During the interview process, pay attention to how the interviewer describes the company culture. Ask specific questions about the company's values and how they are put into practice. A simple open question like “What would I see in here on a really good day?” will start a conversation about what it’s like to work there.

Remember, building a strong, modern company culture and values takes time and effort, but it can have a significant impact on the success of your organization. Be patient and persistent, and be willing to make changes and adapt as needed.

Related External Articles:

Why Leadership Development Programs fail

https://www.mckinsey.com/featured-insights/leadership/why-leadership-development-programs-fail

 

Four Things Brilliant Leaders do to Maximise Employee Happiness

https://leadhappy.co.uk/2021/09/four-things-brilliant-leaders-do-to-maximise-employee-happiness/

 

Debretts Guide to Etiquette for Hybrid Work

https://debretts.com/the-new-etiquette-for-hybrid-work/

by shuttlefish

Hybrid Working and how it affected us

Having recently taken the step to close our high street office and move to a more flexible approach, we thought it would be helpful to share the process we went through before making that decision.  Ultimately, it’s different for every company depending on their needs and the location of their teams.  For us, as we’re all within a twenty mile radius, we just wanted to know whether we needed a fixed office any more.  Almost none of our clients were immediately local, we all lived different distances from the office, and by opting for hybrid working, we also get to check out all the fabulous places on offer when we do meet.

Working from home may not be for everyone. Whilst some folks can really get into their swing and buckle down to some deep work, others are left missing the social aspect and the change of location from where they live and work.  Beware of these potential pitfalls:

  1. Isolation and loneliness: Working from home can be isolating, and some people may miss the social interaction and support they get from colleagues in an office environment. This can lead to feelings of loneliness and depression.
  2. Difficulty separating work and personal life: When you work from home, it can be challenging to separate work and personal life, which can lead to working longer hours and burnout.
  3. Distractions: Working from home can come with a host of distractions, from family members or roommates to pets, household chores, and personal errands.
  4. Lack of structure: Without the structure of a traditional office environment, some people may struggle to stay focused and productive.
  5. Limited career growth opportunities: Working remotely may limit opportunities for career advancement, as remote workers may not have the same access to training and development opportunities as their in-office counterparts.

On the plus side there are a number of great benefits to people working from the same place they sleep..

  1. Flexibility: One of the most significant benefits of working from home is the flexibility it offers. You can set your own schedule, work when you're most productive, and manage your work and personal responsibilities more effectively.
  2. No commute: Not having to commute to work can save you time and money and reduce stress. You can use the time you would have spent commuting to do something else, like exercising or spending time with your family.
  3. Cost savings: When you work from home, you can save money on things like transportation, parking, and eating out. You may also be able to claim tax deductions for your home office expenses.
  4. Increased productivity: Many people find that they are more productive when working from home, as they have fewer distractions and interruptions. This can lead to a better work-life balance and less stress.
  5. Improved health and well-being: Working from home can reduce stress and improve mental health by providing a more relaxed and comfortable environment. You can also take breaks more frequently to stretch, exercise, or take care of personal needs.
  6. Access to a broader job market: Working from home can give you access to job opportunities anywhere in the world, as long as you have an internet connection. This can expand your career prospects and increase your earning potential.

So what about a bit of both?  Today I feel like we’re all familiar with what hybrid working is, also known as ‘blended working.  As the name would suggest, it’s is a working arrangement where employees split their time between working remotely and working from a physical office. As we all know, it’s become increasingly popular since the onset of the COVID-19 pandemic. Here's a guide to getting the most out of your hybrid working plan:

  1. Establish clear expectations: It's important to establish clear expectations for both employees and employers when it comes to hybrid working. This includes establishing work hours, communication methods, and expectations for productivity and performance.
  2. Ensure a secure and accessible remote work environment: Employers should ensure that employees have access to the necessary tools and resources to effectively work from home, including a secure internet connection, appropriate software and hardware, and virtual private network (VPN) access if needed.
  3. Define a communication strategy: Communication is key when it comes to hybrid working. Employers should establish a communication strategy that includes regular check-ins and meetings, as well as guidelines for when and how to communicate with colleagues and managers.
  4. Provide opportunities for team-building: When employees are working remotely, it can be difficult to build and maintain strong team relationships. Employers should provide opportunities for team-building, such as virtual team-building activities or in-person team-building events.
  5. Establish a schedule for in-person meetings: In-person meetings can be important for team collaboration and building relationships. Employers should establish a schedule for in-person meetings, whether it's once a week, once a month, or as needed.
  6. Offer flexibility: One of the biggest benefits of hybrid working is flexibility. Employers should offer flexibility in work hours and schedules to accommodate employees' needs.
  7. Monitor employee well-being: Working remotely can be isolating and can have an impact on employee well-being. Employers should monitor employee well-being and provide support if needed.
  8. Continuously evaluate and adjust: Hybrid working is a new and evolving work arrangement. Employers should continuously evaluate and adjust their approach to ensure it's working for both employees and the organization.

By following these guidelines, you can successfully implement a hybrid working arrangement that benefits both employees and the organization. Here’s a quick lowdown on the good, the bad and the ugly of hybrid working from someone else… https://hrnews.co.uk/the-good-the-bad-and-the-ugly-of-hybrid-working/

by shuttlefish

PPC for Beginners: How it Works for Care Homes in the UK

If you are looking for a way to attract more clients to your care home, pay-per-click (PPC) advertising can be an effective strategy. PPC is a digital advertising model where advertisers pay each time someone clicks on their ad. In this article, we will explain how PPC works and how you can use it to promote your care home.

How PPC Works

PPC advertising is a form of online advertising where advertisers create ads and bid on specific keywords related to their business. When someone searches for a keyword related to the advertiser's business, their ad will appear at the top of the search results. If the searcher clicks on the ad, the advertiser pays a fee.

The amount the advertiser pays per click is determined by the bid they placed on the keyword. For example, if an advertiser bid £1.50 on the keyword "care home," they would pay £1.50 each time someone clicks on their ad. However, the actual cost per click can be lower than the bid, as the PPC platform takes into account the relevance and quality of the ad and the landing page.

PPC platforms like Google Ads allow advertisers to set a daily budget and a maximum cost per click for their campaigns. Advertisers can also target specific locations, demographics, and devices to ensure their ads reach their target audience.

 

PPC for Care Homes

PPC can be an effective way to reach potential clients and their families who are looking for care options. PPC allows care homes to target specific keywords related to their services, such as "elderly care home," "dementia care home," or "respite care home."

PPC can also be used to target specific locations, such as the local area or specific postcodes, to reach potential clients who are looking for care options nearby. Advertisers can also target specific devices, such as mobile devices, as many people search for care options on their phones.

When creating PPC ads for care homes, it's important to focus on the benefits and features of your care home that are most important to potential clients and their families. This could include things like the quality of care, the range of services offered, the experience and qualifications of the staff, and the facilities and amenities available.

It's also important to create ads that stand out and grab the attention of potential clients. This could include using eye-catching images, highlighting unique selling points, and using persuasive language to encourage clicks.

 

PPC Landing Pages

When someone clicks on a PPC ad, they are taken to a landing page that is designed to convert them into a lead or customer. For care homes, the landing page should provide more information about the care home and its services, and encourage potential clients to contact the care home to learn more or schedule a visit.

 

The landing page should be easy to navigate and provide clear and concise information about the care home. It should also include a clear call-to-action (CTA), such as "Contact Us" or "Schedule a Visit," to encourage potential clients to take the next step.

To maximize the effectiveness of PPC landing pages, care homes should use A/B testing to test different versions of their landing pages to see which ones perform best. This could include testing different headlines, images, and CTAs to see which ones generate the most clicks and conversions.

 

PPC Reporting

One of the benefits of PPC advertising is the ability to track and measure the performance of your campaigns. PPC platforms like Google Ads provide detailed reporting on metrics like clicks, impressions, click-through rate (CTR), and cost per click (CPC).

By tracking these metrics, care homes can identify which keywords and ads are generating the most clicks and conversions, and optimize their campaigns accordingly.  For example, care homes might use A/B testing to test different versions of landing pages or ads to see which ones generate the most clicks and conversions. They might also use analytics tools to track website traffic and user behaviour, allowing them to make adjustments to their website design and content to improve engagement and conversion rates.

 

The Importance of a Holistic Approach

Effective advertising and marketing for care homes must take a holistic approach that incorporates a variety of strategies and tactics. This might include SEO (search engine optimization), social media marketing, email marketing, and traditional forms of advertising like print and radio.

One important element of a holistic approach is building a strong brand. This means developing a clear and consistent message that communicates the unique value proposition of the care home. This could include the quality of care provided, the expertise and experience of the staff, the facilities and amenities available, and the overall atmosphere of the care home.

A strong brand can help build trust and credibility with potential clients and their families, and can also make it easier to stand out in a crowded market. A strong brand can also help to reinforce the message conveyed through PPC advertising, making it more likely that potential clients will remember the care home and consider it when making a decision about care options.

Another important element of a holistic approach is engaging with potential clients and their families through a variety of channels. This might include social media platforms like Facebook and Instagram, email newsletters, and targeted advertising on relevant websites and publications.

By engaging with potential clients and their families through a variety of channels, care homes can build relationships and trust, and create a sense of community around the care home. This can be particularly important for care homes that are focused on providing a high level of personalized care and attention to their clients.

Finally, a holistic approach to advertising and marketing for care homes should incorporate ongoing analysis and optimization. This means regularly reviewing the performance of different strategies and tactics, and making adjustments as needed to improve effectiveness and efficiency.

PPC advertising can be a powerful tool for care homes in the UK to attract potential clients and their families. However, it should be part of a larger, holistic approach that incorporates a variety of strategies and tactics. By building a strong brand, engaging with potential clients through multiple channels, and continually analyzing and optimizing their advertising and marketing efforts, care homes can attract more clients and build long-term relationships based on trust and quality care.

by shuttlefish

News Articles for Care Homes

Care Home News Sections

In the digital age, creating engaging content is more important than ever for care businesses. It's not just about advertising your services anymore and it’s not about copy and pasting from Chat GPT; it's about connecting with your audience, establishing trust, and standing out in a crowded market. Here's why it's crucial and how you can do it effectively.

Why is Engaging Content Important for Care Businesses?

  1. Builds Trust: Good content helps establish your business as an authority in the care industry. By providing valuable information and insights, you show that you understand the needs and concerns of your clients and their loved ones.
  2. Boosts Visibility: Regularly posting fresh, engaging content on your website and social media channels helps improve your search engine rankings. This means more people are likely to find you organically when they're looking for care services, potentially reducing your paid search spend.
  3. Engages Your Audience: Engaging content draws people in, keeps them on your site longer, and encourages them to interact with your brand. This can lead to stronger relationships and more word-of-mouth referrals.

How Can Care Businesses Create Engaging Content?

  1. Know Your Audience: Before you can engage your audience, you need to understand them. What are their concerns? What questions do they have about care services? Use this information to guide your content creation.

 

  1. Tell Stories: Stories are inherently engaging. Share success stories of your residents, tell the story of how your care business was founded, or share the day-to-day stories that happen in your care home. These stories humanize your business and make it more relatable.

 

  1. Use a Variety of Formats: Different people prefer different types of content. Mix it up with blog posts, videos, infographics, and social media updates to appeal to a wider audience.

 

  1. Provide Value: Aim to educate, inform, or entertain with every piece of content you create. Whether you're offering tips for choosing a care home, explaining different types of care services, or sharing uplifting stories about your residents, always strive to provide value.

 

  1. Include Calls to Action: Encourage your audience to take the next step by including clear, compelling calls to action. This might be inviting them to schedule a tour, sign up for your newsletter, or contact you for more information.

Creating engaging content requires time, creativity, and a deep understanding of your audience. But the benefits are worth it. By consistently providing valuable, engaging content, you can increase your visibility, establish trust, and ultimately, attract more clients to your care business.

Our in-house teams are all so busy – How do we fit it in?

We understand care homes are busy places, all focused on providing person-focused care and attention for their loved ones.  But creating content can still be managed well so that the workload is spread and the content is regular but manageable. The key is to involve the team and make sure everyone understands why  it’s important for everyone.  The thing about articles is that a lot of the time the people tasked with creating them can’t see the point in them.  Explain to your teams why  this is important both from a business perspective and from a human perspective.

By doing this, you can then decide on what the titles of your articles will be, how long they need to be and when they need to be done by.  A great starting point is to aim for 6 good news stories and 6 pieces of advice in ONE year.  That’s one article a month.  If you break it down even further, it’s really only about 30 words a day!  When the average person speaks about 16,000 words a day, you just need to be writing 0.1% of that.

Breaking it down into small, manageable amount of work makes it more likely to get done.  And why should you get it done?  Does it even make a difference?

YES.  Here’s how:

  • Google loves fresh, relevant content. It helps people find our website
  • It could ultimately mean we spend less on paid search
  • Unlike lots of marketing, content doesn’t go out of date – it builds into a library over time.
  • Our residents’ families love seeing the activity from the home – it builds and nurtures connection.
  • Our future residents need help and advice right now at the start of their care journey
  • We want the best people to work with us – let’s show what it’s like to be here.
  • It’s a platform for our team and the great work they do.

Apart from doing wonders for your website’s SEO, ranking and traffic, quality content about the home reassures residents’ families and helps the emotional connections that are the lifeblood of care homes.

For those people at the start of their care journey, it puts you firmly in the picture when someone can see that you have a regular flow of interesting things to read, when your competitor does not.  This is true of the advice articles, but also plays a big role in helping families to visualise their loved one in your home.

You don’t need to be creating reams of copy every day.  A mistake made by a lot of companies who decide to create content in-house is that they set a pace that’s hard to maintain, both from an interest level and workload.

Agreeing what you’ll write and when

You can divide your content into two categories:

  1. News from the homes – what is happening or has happened in the homes that is positive and demonstrates that what you say in the advertising and marketing is true?
    1. Special birthdays
    2. Open days/parties/community groups
  • Team long service & new additions/promotions
  1. Awards, accreditations
  1. Insight & Advice – what will help your potential clients at the start of their journey in care.
    1. What are the FAQs you are asked by new enquiries?
    2. How can you help guide people?
  • What does your home do specifically that makes a difference?

To summarise, content is massively important for the long-term health of your website, the ongoing cost-effectiveness of your marketing, and for the connection between your home, the team and all the potential residents.

Remember, you don't have to do it alone. There are marketing agencies like us that specialize in the care industry and can help you create a powerful content strategy. But we often find too, that there is usually someone within a care home who is the storyteller, the social media hack, or the photographer – so before you engage an agency, maybe look at what might be already under your nose?  Great content always starts with a great care home.

When you're ready to take your content to the next level, don't hesitate to reach out.  If you are looking to do it yourself, we hope you found some of this useful.

by shuttlefish

Marketing Personas and the Information they Provide

A marketing persona, also known as a buyer persona or customer persona, is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. It is a detailed profile of your target audience that includes information about their demographics, behaviour, motivations, goals, pain points, and other relevant characteristics.

The purpose of creating a marketing persona is to better understand your target audience and to develop a more effective marketing strategy that resonates with them. By creating a detailed profile of your ideal customer, you can tailor your marketing messages and content to their specific needs and preferences and create a more personalised and engaging experience for them.

A marketing persona typically includes information such as:

  1. Demographic information (age, gender, education, income, etc.)
  2. Job title and industry
  3. Behavioural information (purchasing habits, online behaviour, etc.)
  4. Motivations and goals
  5. Pain points and challenges
  6. Personal preferences (likes, dislikes, interests, etc.)

Creating a marketing persona involves conducting research, analysing data, and gathering insights from your existing customers and target audience. The process can be time-consuming, but it is a critical step in developing an effective marketing strategy that drives results.

Resources to Help You Create Your Marketing Persona

There are several tools available to help you create marketing personas. Here are three of those:

  1. Xtensio Persona Maker offers a free, online tool called Persona Maker that allows you to create and share marketing personas with your team. You can customize your persona's name, photo, and description, and add information about their demographics, behaviour, motivations, and pain points. The tool also includes a collaboration feature that allows you to work with team members in real-time.
  2. ly is a paid tool that offers a comprehensive set of features for creating and managing marketing personas. It includes a range of templates and customization options, as well as tools for conducting research, analysing data, and tracking the performance of your personas over time. It also offers integration with other marketing tools such as HubSpot and Salesforce.
  3. UserForge is a paid tool that allows you to create marketing personas based on user feedback and data. You can collect feedback from your users using surveys and other methods, and use the data to create detailed personas that reflect the needs and preferences of your target audience. The tool also includes features for testing and optimizing your personas over time.

These are just a few examples of the many tools available to help you create marketing personas. Choose the one that best fits your needs and budget and use it to inform your marketing strategy and drive better results.

How Many Marketing Personas Does My Business Need?

The number of marketing personas you should have depends on your business and your target audience. While there is no one-size-fits-all answer, it is generally recommended to have 3-5 marketing personas to cover the majority of your target audience.

To determine the number of personas you need, consider the following:

  1. Market segments: If you have multiple target markets or customer segments, you may need to create a persona for each segment.
  2. Buyer journey stages: Consider the different stages of the buyer journey (e.g., awareness, consideration, decision) and create personas that reflect the needs and behaviors of customers at each stage.
  3. Marketing channels: If you use different marketing channels (e.g., social media, email, search engine marketing), you may need to create personas for each channel to ensure your messaging and content is tailored to each audience.
  4. Customer data: Use customer data and insights to identify common patterns or characteristics among your target audience, and create personas that reflect those patterns.

The goal is to create marketing personas that represent your ideal customers and help you tailor your marketing strategy to meet their needs and preferences. While there is no set number of personas you should have, be sure to focus on quality over quantity and create personas that are detailed, accurate, and actionable.

I Have Created The Personas, How Do I Get To Them?

To reach your target audience, you need to use a variety of marketing channels and tactics that are most likely to reach your target audience. Here are some steps to consider:

  1. Develop a content strategy: Create a content strategy that aligns with your target audience's interests and needs. Develop content that is valuable, informative, and engaging, and publish it across a variety of channels, such as your website, blog, social media, and email.
  2. Use social media: Social media platforms are a great way to reach your target audience, especially if your customers are active on social media. Identify the social media channels your customers are using and create engaging content that is tailored to each platform.
  3. Invest in search engine optimization (SEO): Use SEO best practices to optimize your website and content for search engines. This will help you rank higher in search results and attract more organic traffic from your target audience.
  4. Use paid advertising: Consider using paid advertising channels such as pay-per-click (PPC) advertising, social media advertising, and display advertising to reach your target audience. Be sure to target your ads to specific audiences based on demographics, interests, and behaviour.
  5. Attend events: Attend industry events, conferences, and trade shows where your target audience is likely to be present. This is a great way to network with potential customers and generate leads.
  6. Build partnerships: Identify complementary businesses or organizations that share your target audience and explore opportunities to collaborate on marketing initiatives.

These are just a few strategies to consider when trying to reach your target audience. Be sure to measure and analyse the effectiveness of your marketing tactics to identify what works best for your business and audience, and adjust your approach as needed.

Creating A Marketing Message That Resonates With Your Target Personas

Understanding the message that your marketing needs to convey involves a few key steps:

  1. Identify your brand values: Start by identifying the core values of your brand. What do you stand for? What makes your brand unique? Your message should be aligned with your brand values.
  2. Understand your target audience: You have created your detailed marketing personas that represent your ideal customers – now use them to understand the needs, pain points, and motivations of your audience. Your message should speak to your audience's interests and needs – solve their problems.
  3. Define your unique selling proposition (USP): Your USP is what sets you apart from your competitors. Identify what makes your product or service unique, and make sure your message communicates this effectively.
  4. Craft your messaging: Develop messaging that aligns with your brand values, speaks to your target audience, and communicates your USP. Make sure your message is clear, concise, and memorable.
  5. Test and refine: Test your messaging across different marketing channels and tactics to see what resonates best with your audience. Refine your messaging based on what works best and continually optimize your approach.

Remember that your message should be consistent across all marketing channels and tactics, whether it's your website, social media, email, or advertising. Make sure your messaging is authentic and aligned with your brand values, and that it speaks directly to the needs and interests of your target audience.

If you would like help identifying your target audience and key marketing personas, get in touch for a 20 minute chemistry call, we’ll be sure to give you some quick wins to take away.

by shuttlefish

Creating Content for Websites: our Advice

Gathering together content for your new website is one of the most important aspects of designing and building a website.  It is essential to have everything in one accessible place at the outset of the project. This will determine what you need to arrange.  There is no substitute for professionally taken images and video alongside expertly-written copy.  We understand though, that sometimes, budgets don’t allow for this, so we have created this quick guide to creating your own content and, just as importantly, getting it organized.

The main things to consider are:

  1. Copy:
    1. How many words will the website contain?
    2. and who is responsible for writing and proof-reading the copy.
    3. Create the website wireframes first and write the copy afterwards, before the designer begins work.
    4. If the website features a news page or other dynamic content, how frequently will articles be published on the website?
    5. Who will be responsible for creating these articles?
  2. Images:
    1. Collect these in a Dropbox ordered by subject and date if possible
    2. Separate professionally-taken images from in-house images
    3. Do not include images that can’t/won’t be used
    4. Ensure that the relevant permissions exist from the image owner and anyone featured in the images.
  3. Video:
    1. If the video is hosted, provide access. (Vimeo, YouTube etc)
    2. Ensure video is up-to-date and relevant
  4. Graphics:
    1. If you have branding guidelines, please supply these for our designer to work from
    2. All existing logo files, typefaces and colour palettes should be shared in one folder called ‘Graphics’
  5. Logins & Access:
    1. If the website is to include elements imported from other websites (e.g. TrustPilot, carehome.co.uk, TripAdvisor, Booking.com) please advise at the outset of the project and provide login details or access.

If You Are Writing Your Own Website Copy

Writing copy is one of those jobs that often doesn’t get the attention it deserves and can fall to some unsuspecting person in the company because they got a B in A-Level English.  The reality is that copywriting is still a highly-skilled job.  Engaging a good copywriter is something we would always recommend if possible.  However, we understand that not all budgets are the same so if you have decided to create your own copy, here is a top ten checklist to help get you started:

  1. Identify your target audience: Before writing website copy, identify your target audience, their needs, interests, and pain points. This will help you create content that resonates with them and addresses their specific needs.
  2. Define your brand voice: Determine your brand voice and tone, and use it consistently across all your website copy. This will help create a consistent brand identity and establish a connection with your audience.
  3. Create a content outline: Create a content outline for your website that includes the pages you need, their titles, and the type of content required. This will help you organize your thoughts and ensure that you cover all the necessary topics.
  4. Use clear and concise language: Use clear and concise language that is easy to read and understand. Avoid jargon, acronyms, and technical terms that may confuse your audience.
  5. Write attention-grabbing headlines: Write attention-grabbing headlines that communicate the value of your content and encourage visitors to read further.
  6. Provide value: Provide value to your audience by offering informative, helpful, and relevant content. This will establish your authority and credibility and keep visitors engaged.
  7. Use persuasive language: Use persuasive language that encourages visitors to take action, such as making a purchase, subscribing to a newsletter, or filling out a form.
  8. Optimize for search engines: Optimize your website copy for search engines by including relevant keywords and phrases that your audience is searching for.
  9. Edit and proofread: Edit and proofread your website copy for accuracy, grammar, and spelling errors. This will help ensure that your content is professional and error-free.
  10. Test and refine: Test and refine your website copy over time by analyzing visitor behavior and making changes to improve engagement and conversion rates.

Taking Your Own Images

When you are collecting images for a website, it is important to remember that you are doing this for the designer to use in his or her ideas.  Don’t supply images you don’t like or cannot use.  Understand that images on a website will look far better if they follow a theme.  This may be the lighting, colour, style, exposure – the treatment of your images on the website is an important part of branding and your company’s identity.  If you are taking your own images, here is a quick guide to getting started.

  1. Choose the right equipment: Start by choosing the right equipment for the job. A good camera with a high resolution will help capture detail and sharpness in your photographs. You can use a DSLR camera, a mirrorless camera, or even a high-end smartphone with a good camera.
  2. Decide what section of the website you are taking the image for and move the camera accordingly. For example, if you are taking a portrait but you know it’s for a landscape space on the website, take it in landscape and leave plenty of space around the subject for the designer to be able to reshape the image.
  3. Set up the shot: Once you have your equipment, set up your shot. Consider the lighting, background, and composition. Try to find a well-lit area with a simple, uncluttered background. Use the rule of thirds to compose your shot, placing your subject off-center to create visual interest.
  4. Portraits: If you are taking profile shots for a website, try and make them uniform in at least one way.  It may be the location, or the background, but aim for consistency.  Ensure that each subject fills the frame to the same degree.
  5. Adjust the settings: Adjust the camera settings to optimize your shot. For example, adjust the aperture to control depth of field, the shutter speed to control motion blur, and the ISO to control image noise.
  6. Focus on the subject: Make sure the subject is in focus by using manual or automatic focus modes. If you're taking a portrait, focus on the eyes to create a sharp and engaging image.
  7. Take multiple shots: Take multiple shots of the same subject from different angles and distances. This will help you find the best shot and ensure that you have a variety of images to choose from.
  8. Edit your photos: Once you've taken your photos, edit them to enhance their visual impact. Adjust the brightness, contrast, and saturation to make the image pop. You can use photo editing software such as Adobe Photoshop or Lightroom, or use a free online editing tool like Pixlr.

Remember, taking a good photograph takes practice and patience. With time, you'll develop an eye for composition, lighting, and subject matter.  At Shuttlefish we use a mixture of our own images, stock images and professional freelances.

Andrew Duke https://www.andrewduke.co.uk/

Nick Short  http://www.nickshortphotography.com/

Vanda Szabo  https://vsphotography.co.uk/

Shooting Your Own Video

Unlike shooting your own still images, shooting video also requires you to edit together the individual pieces you have taken which in most cases takes longer than the shooting itself.  Creating a compelling video can be a real challenge, but with these top tips, you may be able to create a video that engages and captivates your audience:

  1. Start with a strong concept: Your video should have a clear purpose and message. Start by defining your goal and message, and create a concept that will help you achieve it.
  2. Know your audience: Understanding your audience's preferences and interests can help you create a video that resonates with them. Consider their age, gender, location, and other relevant factors.
  3. Record Your Audio Separately This will help you when it comes to editing the final video.
  4. Keep it concise: Attention spans are short, so keep your video short and to the point. Aim for a length of 2-3 minutes or less.
  5. Use engaging storytelling: Use storytelling techniques to create a narrative that captures your audience's attention and keeps them engaged.
  6. Use music and sound effects: Music and sound effects can add emotional impact to your video and help set the tone.
  7. Use clear and concise language: Use simple and clear language that is easy to understand. Avoid using jargon or technical terms that might confuse your audience.
  8. Add a call to action: Encourage your audience to take action by including a clear and concise call to action at the end of your video.
  9. Test and refine: Test your video with a small audience and get feedback. Refine your video based on feedback to make it more compelling and effective.

In 2023, most high-end smartphones have very high video-making capabilities and there is a ton of editing software to choose from.  We will state again though, that creating your own video can be both brilliant fun and frustrating!  Keep asking yourself why you’re doing this, what you want to say and who you want to say it to.  And good luck.

If you’d like to talk about creating a video using an agency, talk to us on a 20 minute chemistry call.

by shuttlefish

Creating a content Calendar for your Marketing Goals

What is a Content Calendar?

A content calendar is a tool used by marketers, bloggers, and businesses to plan and organize their content marketing efforts over a specific period of time. It is essentially a schedule or timeline that outlines the topics, types, and distribution channels for your content.

A content calendar can include information such as the date and time the content will be published, the type of content (e.g. blog post, social media post, video, etc.), the topic or theme, the target audience, the distribution channels, and the team members responsible for creating and publishing the content.

The purpose of a content calendar is to help ensure that you consistently produce high-quality content that aligns with your marketing goals and resonates with your target audience. It can also help you stay organized, plan ahead, and avoid duplication or gaps in your content.

By using a content calendar, you can plan your content strategy in advance, assign tasks and deadlines to team members, track your progress, and analyze the effectiveness of your content. Overall, a content calendar is a valuable tool for any business or individual who wants to create a successful content marketing strategy.

How Do I Go About Creating A Content Calendar For My Business?

Creating a content calendar can help you plan and organize your content marketing efforts over a specific period of time. Here are some steps to create a content calendar:

  1. Define your goals: Start by defining your content marketing goals and objectives. What are you trying to achieve through your content marketing efforts? This will help you identify the types of content you should create and the topics you should focus on.
  2. Identify your target audience: Who is your target audience for your content? What are their interests, pain points, and needs? Understanding your audience will help you create content that resonates with them.
  3. Choose your content formats: Decide on the types of content you want to create, such as blog posts, videos, infographics, social media posts, podcasts, or webinars. Consider which formats will best suit your goals and target audience.
  4. Brainstorm content ideas: Use tools such as keyword research, competitor analysis, or customer feedback to generate a list of content ideas. Make sure your content aligns with your goals and target audience.
  5. Plan your content calendar: Choose a calendar tool, such as Google Calendar or a project management tool, and create a new calendar. Set the time frame for your content calendar (e.g., monthly, quarterly, or annually) and start filling in the dates with your content ideas.
  6. Assign tasks and deadlines: Assign tasks to team members or yourself, and set deadlines for each task. This will help you stay on track and ensure your content is published on time.
  7. Review and adjust your calendar: Regularly review your content calendar to ensure it aligns with your goals and objectives. Make adjustments as needed, based on feedback or changes in your business priorities.

Creating a content calendar takes time and effort, but it can help you stay organized and focused on creating high-quality content that resonates with your audience.

What Are Content Pillars?

A content pillar is a large piece of content that serves as the foundation for a broader content marketing strategy. It is usually a comprehensive, in-depth piece of content that covers a specific topic in detail and is designed to provide value to the target audience.

Content pillars are typically longer-form pieces of content, such as an e-book, white paper, or comprehensive guide. They can also be a series of blog posts or videos that cover a specific topic from different angles.

The purpose of a content pillar is to establish your authority and expertise on a specific topic, and to provide a wealth of information to your audience. It can also serve as a starting point for creating additional, smaller pieces of content, such as blog posts, social media posts, or videos.

By creating a content pillar, you can attract and engage your target audience, establish your brand as a thought leader in your industry, and drive traffic to your website. It can also help you streamline your content creation process and provide a framework for future content marketing efforts.

How Long Should My Content Articles Be?

The length of a blog article depends on the topic, the target audience, and the goals of the blog post. However, there are some general guidelines to consider when determining the ideal length for a blog post.

According to a study by Orbit Media, the average length of a blog post in 2021 was around 1,500 words. However, blog posts that are longer tend to perform better in terms of SEO, engagement, and social shares. In fact, according to a study by Backlinko, the average length of content for pages that rank in the top 10 search results on Google is over 2,000 words.

That being said, the length of your blog post should ultimately be determined by your goals and your audience's preferences. For example, if your goal is to provide a quick tip or answer to a question, a shorter blog post may be more appropriate. On the other hand, if your goal is to provide an in-depth analysis or comprehensive guide on a topic, a longer post may be more effective.

Here are some general guidelines for blog post lengths based on their purpose:

  1. Quick tips or answers: 300-500 words
  2. Listicles or product reviews: 500-1,500 words
  3. How-to guides or tutorials: 1,500-2,500 words
  4. Comprehensive guides or research-backed articles: 2,500+ words

The length of your blog post should be long enough to provide value and achieve your goals, but not so long that it becomes overwhelming or difficult to read.

How Often Should I Post To My Facebook Page?

The frequency of posting on your business Facebook page depends on various factors, including the type of content you post, your target audience, and your marketing goals. However, there are some general guidelines you can follow to determine how often you should post on your page.

According to Facebook's own recommendation, businesses should aim to post at least once a day. However, it's important to note that quality is more important than quantity, so focus on creating high-quality content that engages your audience rather than simply posting for the sake of meeting a quota.

 

Here are some general guidelines for posting frequency on your business Facebook page:

  1. Post at least once a day: This will help ensure that your page stays active and visible to your audience.
  2. Test different posting frequencies: Depending on your audience and the type of content you post, you may find that posting more or less frequently works better for your page.
  3. Consider the time of day: Posting at different times of the day can help you reach different segments of your audience. Use Facebook Insights to track when your audience is most active and experiment with different posting times.
  4. Focus on quality over quantity: It's better to post high-quality content less frequently than to post low-quality content frequently. Focus on creating content that provides value to your audience and engages them in conversation.

While Facebook recommends posting at least once a day on your business page, the optimal posting frequency depends on your audience and the type of content you post. Experiment with different posting frequencies and times to determine what works best for your page.

Where Can I Find A Template For A Content Calendar?

There are many resources available online where you can find a template for a content calendar. Here are a few options:

  1. HubSpot Content Calendar Template: HubSpot offers a free, downloadable content calendar template that includes sections for tracking content type, keywords, author, and more. You can customize it to fit your needs and use it to plan and organize your content marketing efforts.
  2. CoSchedule Content Calendar Template: CoSchedule offers a free, customizable content calendar template that includes sections for tracking your blog posts, social media updates, email campaigns, and more. You can use it to plan and schedule your content in advance, and keep track of deadlines and publishing dates.
  3. Hootsuite Content Calendar Template: Hootsuite offers a free, downloadable content calendar template that includes sections for tracking your social media posts, including the date and time of publication, the platform, the content type, and more. You can use it to plan and organize your social media content in advance, and ensure that your posts are consistent and on-brand.
  4. Trello Content Calendar Template: Trello offers a free, customizable content calendar template that you can use to organize your content ideas, plan your content schedule, and track your progress. It includes sections for brainstorming, planning, and executing your content marketing strategy, and allows you to collaborate with team members and stakeholders.

These are just a few examples of the gazillions of content calendar templates available online. Choose the one that best fits your needs and customize it to match your content marketing goals and objectives.  Or have a go at creating your own.  The main thing is that you make a start and get all of the ideas out of your head.  Once you have done this, putting them in a logical order and understanding what you want to write about makes more sense.

If you would like help in creating your own content calendar but don’t have the time to do it yourself, get in touch with us for a 20 minute chemistry call.

by shuttlefish