As an agency that takes HR seriously, we’ve researched the best HR podcasts for 2020. And if you’re a brand looking to get in front of the HR community, we’ve suggested how best to pitch these podcasts too.
HR Happy Hour Show is the longest running and top downloaded HR podcast. The show is part of a network focused on human resources, workforce technology, and leadership.
The short, snappy episodes allow you to fit it into your daily routine effortlessly, while you can catch up on news from the latest HR technology events and conferences whenever it suits you.
Good to listen to if…
- You want something short and conversational – between 20-45 mins per episode.
- You want a podcast that will make you think.
- You want some actionable and inspiring advice.
How to get on it
HR Happy Hour has a wide array of guests – HR leaders, academics, practitioners, consultants, and authors – to talk about the most relevant and challenging issues impacting work and workplaces today. To pitch them, fill in this application form – https://www.hrhappyhour.net/contact/ .
Aimed at the learning and development and HR communities, the weekly podcast show offers critical insights into the world of work, learning and performance. Featuring special guests and regular appearances from the GoodPractice team, they tackle topics such as the effect of technology on the work environment, training needs analyses, and evidence-based practice.
Good to listen to if…
- You want something short – between 30-45 mins per episode.
- You want to find out more about a broad range of subjects in L&D.
How to get on it
The CIPD is a professional body for HR and people development representing some 150,000 members across the world. The body has access to some of the biggest, best and brightest minds in HR and L&D.
Good to listen to if…
- You want to follow a well-established podcast – this one has over 160 episodes!
- You’re interested in a wide range of subjects – such as the future of flexible working, menopause, unconscious bias, and neurodiversity.
How to get on it
- Guests tend to be experts from the area they are covering in that episode. To pitch, fill in this form – https://www.cipd.co.uk/about/contact
The UK’s leading magazine for HR and L&D professionals, People Management, is the host for That HR Podcast. The monthly podcast covers a wide range of topics.
Good to listen to if…
- You’re interested in topics like recruitment and retention, future of work, HR transformation, diversity and inclusion, and leadership.
How to get on it
It’s a little unclear how to get on this one, but we’d suggest pitching to the editorial team of the magazine: https://www.peoplemanagement.co.uk/contact/editorial
In these podcasts, futurist and author Jacob Morgan engages with some of the world’s top business leaders to explore their perceptions of leadership, the future of work, the 4th industrial revolution, employee experience, and more.
Jacob’s work has been endorsed by some of the world’s most prominent CEOs.
Good to listen to if…
- You want to hear insights from some of the world’s biggest brands on a weekly basis.
- You want a US-focused podcast.
How to get on it
- Fill in this form or use the direct email here: https://thefutureorganization.com/contact/
- Guests are normally senior executives and business leaders from around the world
DriveThruHR is a series of laid-back, yet fascinating lunchtime conversations that cover a range of topics applicable to HR professionals. They broadcast three times per week (Tuesdays – Thursdays, 12 PM, Central Time) for 30-minutes per session. Their podcasts have been running continuously since February 2010.
Example episodes they publish are:
- ‘When the Tables are Turned: Hiring For HR’
- ‘An HR Leader’s Roadmap with Kindrick’
- ‘HR Tech & Recruiting Automation with Jonathan Duarte of GoHire’
- ‘Putting People First with HR Leader Erin Miller’
Good to listen to if…
- You’re not looking for anything too heavy, but rather bite-sized chunks of information.
- You’re interested in a variety of HR topics.
- You’re interested in hearing from new guest speakers every week who share their knowledge and experience within different areas of HR.
How to get on it
- To pitch them, contact the presenters via Twitter: @MikeVanDervort / @RobinSchooling / @DwaneLay / @TheOneCrystal, or contact the show via Twitter.
These podcasts offer fresh content for professionals who are looking to solve their human capital issues but have limited time available. The podcasts tend to be between 9-30mins each and provide access to leading HR practitioners from Fortune 1000 companies, together with thought leaders, academics, and authors.
Good to listen to if…
- You’re interested in hearing advice from members of the largest companies in America and other industry professionals.
- You’re interested in a variety of HR topics, including talent acquisition and analytics.
Typical episodes include:
- ‘When Employees are Stressed Out: Social Science Solutions for Better Productivity & Engagement‘ – Robert Stewart, HR Administrator, Brigham Young University
- ‘The Best Way to Boost Well-being for Women in the Workplace’ – Sarah Devereaux, Google
- ‘Including the Employee in Employee Engagement’ – Scott Rigby, PHD, MotivationWorks
How to get on it
- To pitch, contact the Human Capital Institute (HCI) via Twitter: @HumanCapital, or via LinkedIn:https://www.linkedin.com/company/human-capital-institute-hci/
- Guests are normally authors, academics, thought leaders & HR practitioners from big companies like Uber, Aon, and Google (see above examples of episodes).
This is a daily show is anchored by Chris Rainey and features detailed conversations with senior HR executives and thought leaders who share lessons and insights gained along their respective journeys. Each episode of the podcast explores a new topic, such as the future of work, why it’s changing, and how leading organisations are approaching the matter.
Good to listen to if…
- You like to listen to daily podcasts.
- You’re interested in hearing valuable insights from experienced HR execs.
- You’d like to keep up with a broad range of current HR topics.
- You’re interested in how big global brands handle their HR.
Typical episodes include:
- ‘How Siemens Empower their Employees to Take Ownership of their Careers‘ – Interview with Robert Neuhauser, EVP & Global Head of Siemens People & Leadership.
- ‘Shell’s Journey into Integrated Strategic Workforce Planning’. – Guest speaker, David Doe, Vice President HR Talent Excellence, Shell.
How to get on it
- Most of the guests are approached by Chris or the show’s producers, but it’s worth reaching out through the show’s LinkedIn
- Guests usually include senior HR executives, thought leaders, and HR leaders from global brands like Shell & Siemens (see above examples of speakers).
Hosted by Entelo, the quirkily named Hiring On All Cylinders is joined each week by HR professionals at the forefront of talent acquisition and recruitment.
Good to listen to if…
- You’re interested in hearing weekly content purely focused on recruitment.
- You’re interested in topics such as employee engagement, automation tools, the future of talent acquisition, recruiting, onboarding, and sourcing for diversity.
Examples of typical episodes are:
- ‘Talking HR Technology: Gaps in the current landscape and consolidation’ – Proactive Talent Founder & CEO, Will Staney
- ‘The Economic Influence in Talent’ – Josh Wright, iCIMS Chief Economist
- ‘A Different Take on Recruiting’s Future’ – Erik Kostelnik, Founder / CEO, TextRecruit
How to get on it
- To pitch, contact Entelo on Twitter
- Guests are normally professional HR specialists, talent founders, and CEOs who are well acquainted with recruiting (see above examples).
Hosted by John Beck, the show is dedicated to the latest news, interviews and updates on all aspects of human resources. John has 25 years’ experience in management, HR, and the employee assessment industry.
Good to listen to if…
- You’d like to keep up to date with the latest HR-related topics from an industry veteran.
- You’d like to listen to a broad range of HR related topics.
- You’d like to hear advice and guidance from a variety of guest speakers, for example:
- Lee Caraher (Author of Millennials & Management: The Essential Guide to Making it Work at Work and CEO/ Founder of Double Forte PR & Digital Marketing).
- Stephen Pacinelli (co-author of Rehumanize Your Business: How Personal Videos Accelerate Sales and Improve Customer Experience and CMO of BombBomb).
- Jamie Serino (Corporate social responsibility expert and Director of Marketing for Blackbaud’s Corporations & Foundations division)
How to get on it
- Reach out to John via LinkedIn: or on Twitter.
- Website: https://hrhireup.com/
- Guests are typically authors, CEOs/ CMOs and Directors of marketing companies, as well as business leaders and experts in corporate social responsibility (see above examples)
Looking to reach the HR community with a cracking campaign? Read more about our B2B PR services. Or keep browsing our blog:
- How to conduct large scale media outreach
- An interview with Business Insider’s tech editor
- Top 20 marketing KPI examples
Top 20 Marketing KPI examples
In an effort to build a list of the top marketing KPI examples, we asked 259 marketing executives, directors, officers and specialists to tell us about how they approach marketing KPIs.
52% of marketers hit their 2019 KPIs
More than half (52%) of the marketers in our sample claimed that their marketing strategy has met or exceeded its KPIs in the last year. However, 35% reported that their marketing strategy had been unsuccessful, hitting only some (32%) or none (3%) of its KPIs. A further 7% reported that their company does not have a formal marketing strategy (we think those people need a good B2B PR agency or some solid SEO services.
Sales growth is the top KPI for marketers
36% of the marketers we surveyed are measured on sales growth, with leads generated (28%), lifetime customer value (27%), cost of customer acquisition (24%) and media hits generated (23%) also noted as significant measures of success.
And the top 20 marketing KPI examples used by our sample were:
- Sales growth
- Leads generated
- Lifetime customer value
- Cost of customer acquisition
- Media hits generated
- Website traffic to lead ratio
- Pitch / quote conversion rate
- Social media engagement rate
- Social media reach
- Sales qualified lead to quote ratio
- Marketing qualified lead to sales qualified lead ratio
- Cost per lead
- Email marketing performance
- Landing page conversion rate
- Share of voice
- Organic website traffic
- Inbound links built
- Time spent on site
- Audience brand recognition survey data
- Social website traffic
Team skills biggest driver of success
We also asked our sample what had the biggest impact on success. They reported that team skills (28%), budget (26%) and strategy design are the most significant drivers of success, with luck playing a role for 10%.
At TopLine, we believe KPIs matter. Contact our head of digital PR and SEO to find out how we can help you drive sales growth, generate leads and decrease your cost of customer acquisition.Global Entrepreneurship Week: 10 online side hustles for the internet generation
Technology has truly transformed the world of business. It has enabled a new generation of online entrepreneurs who are tapping into the vast number of opportunities that cyberspace has to offer. And they’re changing the world with their innovative ideas.
In celebration of Global Entrepreneurship Week 2019, we’ve highlighted some of the world’s most popular platforms for online side hustles, from which the online entrepreneurs of the future are launching their careers.
Brand marketing is probably the most lucrative way people can make money on the Instagram app. However, you need a large following – perhaps around 10k as a starting point – to begin bringing in the pounds. Kylie Jenner and Cristiano Ronaldo, for example, earn millions through this app. The Juventus forward reportedly earns more through social media than he does playing football!
Affiliate marketing is another tactic that people on Instagram use to earn money. It’s all about making sales: you are paid a percentage, if your followers buy the product.
This is one of the most popular online side hustles among the student population in the UK to earn money. Depop is a combination of eBay and Instagram. It’s aesthetically pleasing and straightforward to use. Whether you’re a thrifty shopper, a designer lover, a fan of all things vintage, or even want to buy new pieces of clothing or accessories, Depop has it all. It’s also a very sustainable way to shop, so it’s only likely to get bigger, and more popular.
There are several ways to earn money on Depop, but reselling is one of the most popular. Some people will troll charity shops to find the waviest vintage garments (often designer), then sell them on for a profit. Some shoppers even sign up to get exclusive access to ‘drops’ from much-hyped brands like Supreme. It may involve queuing for hours – if you’re even lucky enough to get a place – but once you’re in the store, you’re able to buy some exclusive clothes and resell them at a mark-up on Depop.
There is serious money to be made from gaming, and winning tournaments online. And while the competition is fierce, the rewards can be substantial for simply playing your favourite video game. Competitions take place across the world, so there can be an excessive cost in terms of travel and accommodation. However, no risk, no reward, and winners can get paid hundreds of thousands of pounds!
Taking your gaming to platforms such as YouTube is one of the top online side hustles. The market for this is incredibly saturated, so it’s crucial to find a niche or have something about you that people love and embrace. The more viewers you get, the higher your earning potential – YouTube pays out a share of the money it collects from advertising and you can also benefit from lucrative sponsorship deals.
Anybody can now build a website and instantly start selling a product online. There are tons of web building apps out there to get you started, and with the likes of Alibaba, for instance, you can find new suppliers and products continuously. There are a variety of models you can use to automate and manage your e-commerce business, as well as numerous platforms to sell your goods and services. With drop shipping models and third-party logistics options, you can set up an entire business at home. You don’t have to worry about storage, or to ship any of your products to your customers.
This app is primarily aimed at a younger demographic. It enables people to watch short videos that feature people lip-syncing to songs, comedy routines, and other moments from pop culture — including TV shows and movies. People also film themselves doing stupid, funny, or cool things from dance routines to trick shots. You can’t make money from TikTok directly, but once you amass a following, you can migrate them to other sites like YouTube and make sponsorship deals.
There’s a variety of different survey sites that will pay you to fill in and submit questionnaires. Populus is one of the more popular websites, paying around £2-£5 per survey depending on the length of time it takes to complete. It’s not the most lucrative of the online side hustles, but it is consistent. All you have to do is enter a few personal details, and the company will email you as and when surveys are available. Sometimes you may get multiple surveys in a matter of days, while other times you might only get a few each week – it all depends.
One of the more innovative concepts, OnlyFans bills itself as a ‘subscription content service’ that allows users to pay a monthly fee to view exclusive pictures, videos or tutorials from their favourite creators. The creator gets 80 percent and OnlyFans gets 20 percent, and people can earn hundreds of thousands a year from it. Jem Wolfie, for example, is an influencer who has loads of followers on Instagram, and she currently has around 10,000 fans paying $15 every month to view her content. The content is exclusive compared to that on her Instagram profile, and she has already earned over £2 million.
If you enjoy following forex or stock markets, then you might have what it takes to trade. You’ll need to know how to use a broker platform to place your trades. After that, you’ll have to spend some time trading with a demo account where you don’t risk any real money. You can then progress from there. The beauty of this side hustle is that the markets are open in FX, so you can trade whenever from wherever. There is no cap on earnings either, and the spoils are huge. All you need is a mobile phone or laptop and an internet connection to get underway, meaning you can work from many different places around the world.
Running online courses
If you’re an experienced professional looking to teach your skills and share your expertise to the masses, you’re in luck – it can be one of the most valuable online side hustles. For example, one of author Suzy Ashworth’s online courses – The Limitless Life Experience, which helped business owners to thrive at home and work – generated £261,000 in sales in 2018. The success of the course prompted Suzy to move to Mexico with her husband and their three kids.
Most people love travelling and exploring new places, so why not turn this hobby/passion into an income-generating lifestyle? Writing your stories and experiences can be rather enjoyable, plus you’ll be able to travel far and wide while potentially earning really good money. That said, it isn’t easy, as competition is fierce, and you’ll have to be able to sell your articles or run a revenue-generating blog.
When it comes to running an online business, there are a lot of moving pieces to think about. But if you want to succeed and create a sustainable business for years to come, you need to become a master at something. And once you’ve found that niche, cyberspace becomes infinite.
If you’re thinking about going beyond online side hustles, check out our list of 10 vibrant tech start-ups to get some inspirationGEW UK 2019: Ten vibrant tech startups worth watching
Despite a less-than-desirable economic landscape, the UK tech community is showing a steely resolve if the current haul of new patents is anything to go by. Little wonder then, that the UK rates 4th in the world in terms of tech investment, with venture capital, private equity and traditional funders still lining up to commit funds to the right projects.
While London, and more recently, the south-east, has dominated the startup scene, there are encouraging signs of increased activity across the broader region, particularly in the north-west.
In anticipation of GEW UK, we take a look at 10 startups that are at the forefront of innovative disruption, most notably from the ambit of science, technology, engineering and mathematics (STEM). They are listed here in alphabetical order.
Founded in mid-2015 by Jeremy King and Tony Hunter, Attest is a London startup that has built a tech-driven market research platform to enable companies to get market research and insights quicker and more often. Attest aims to bring a Software-as-a-Service (SaaS) approach to market research, giving businesses live access to a pool of respondents to conduct market research in real-time.
Founded in London by brothers Abakar and Sultan Murad Saidov and their friend Mike Paterson, Beamery is a talent operating system that combines elements of customer relationship management (CRM) and marketing software with artificial intelligence. The entire talent journey is unified on one platform that turns recruiting from a reactive to a proactive function focused on continuous relationship-building with top candidates.
Blue Vision Labs
Blue Vision Labs is a collaborative Augmented Reality (AR) company that is enabling the next generation of AR and robotics, working on cutting-edge products in robotics, computer vision, and self-driving cars. The five co-founders met seven years ago as a group of entrepreneurial friends, and the company has since grown into a team of engineers and researchers from Oxford, Facebook, Google, and Microsoft.
Bulb is a green energy supplier that gives consumers a choice of energy they haven’t had before. The company was founded in 2015 by Hayden Wood and Amit Gudka and are now the UK’s fastest-growing energy supplier, providing 100% renewable electricity and 10% green gas to more than 1,000,000 members across the UK.
The CognitionX mission is to drive the acceleration and responsible deployment of AI by providing an advice platform that matches questions to domain experts in real-time. Founded by Charlie Muirhead and Tabitha Goldstaub, the basic version of the product is entirely free, while an enterprise version that creates a custom-built internal expert network for clients is available as a paid-for subscription.
Southampton-based Igloo is a smart home energy service that supplies gas and electricity to domestic customers on standard credit meters. Founded in 2015, Igloo provides one tariff for all customers and uses data on each home to deliver personalised energy insights for each customer. Founded in 2016 by Duncan Ellis, Henry Brown and Matthew Clemow, the startup has a current customer base over 26,000. Igloo placed second in Startups.co.uk’s Startups 100 list for 2019.
Biotech startup LabGenius is the first biopharmaceutical company to develop next-generation protein therapeutics using a machine learning-driven evolution engine (EVA). As the world’s first autonomous scientist, EVA uses AI to predict which mutations have the right biological design and, using a bank of liquid handling robots, continuously runs its own experiments, learning and evolving as it determines the results.
Named a ‘$1 billion unicorn in the making’ by KPMG, Medopad is a London-based health tech company. Founded by Dan Vahdat and Rich Khatib, Medopad produces applications that integrate health data from existing hospital databases, as well as patient wearables and other mobile devices, and securely transmits it for use by doctors. Medopad’s pricing structure takes the form of an annual software as a service (SaaS) license fee in the UK.
Fintech startup Revolut is a digital banking alternative for instant payment notifications: free international money transfers and global fee-free spending. Founded in 2015 by Nikolay Storonsky and Vlad Yatsenko, Revolut now has more than 5m customers throughout the UK and Europe, largely thanks to its attractive spending options abroad and appeal to younger users.
A cloud-based software for predictive maintenance, Senseye helps manufacturers avoid downtime and save money by automatically forecasting machine failure without the need for expert manual analysis. Its intelligent machine-learning algorithms allow it to be used on any machine from any manufacturer, taking information from existing Industrial IoT sensors and platforms to automatically diagnose failures, and provide the remaining useful life of machinery.
While this list is not in the least exhaustive, these companies caught our attention because they all seem to be resourceful and punching well above their weight.
As an active participant in the SME community – having been voted recently as one of the UK’s top 25 SME Culture Leaders – TopLine Comms is proud to be associated with Global Entrepreneurship Week 2019.
Influencer interview: Nick Moore shares his business wisdom
For this expert interview, we were lucky enough to be joined by Nick Moore. He started out in the music industry – from owning a record label to founding the UK’s first music video streaming site.
Nick now advises the rising stars of the business world, as a professional business mentor and non-executive board director for several companies, including TopLine, and his advice has been indispensable to our B2B PR agency.
We met Nick six years ago, through a government scheme that paired small businesses with mentors. He immediately stood out to us as an expert at building, scaling, and selling businesses, and we were thrilled that he was willing to advise us.
Nick is particularly interested in HR, and we agree that a great working culture leads to great work. Happily, our people strategy is paying off, as we’ve been recognised as the UK’s sixth best small business to work for.
We sat down with Nick to discuss what he has learned in his career, his growth strategy for companies, and what he expects for the future of business.
Your business career started in music, how did you first get into it, and what was the industry like at that time?
I started at university when I was elected VP for Communications & Social Affairs of the Students’ Union and put on early shows by Blur, The Manic Street Preachers, PJ Harvey, Radiohead, and The Verve. I then moved to London in the early ‘90s, where I ran the Splash Club and later started the Barfly Club, both of which were key venues for the emergence of Brit Pop and Brit Rock. They featured shows by Oasis, Travis, Stereophonics, Placebo, Muse, Coldplay, Elbow, and others. It was definitely one of the most exciting times for British guitar music.
How have you transposed the skills gained in this industry, and applied them to other kinds of businesses?
The music business is all about building teams of people to collaborate on projects. For a team to work together effectively, you need to start with clearly communicated objectives. Everyone needs to know what part they play in working toward those objectives. A compelling objective, an effective strategy and clear communication are the keys to success, no matter what business you’re in.
Tell us about your first experience in selling a business, what did you learn from the experience? Anything you wouldn’t do again?
When I first sold some of my businesses, I continued to participate in running them. I mistakenly thought this meant that I would stay in control, but the reality is that whoever holds the purse strings has most of the control. Although I thought I was entering partnerships, they ended up not operating quite like that.
You offer business advice across a range of sectors. What would you say is fundamental to the success of a company?
The first step in any growth strategy is having a clear vision of where you want to go, and a strategy of how to get there. Next, stay on top of the finances. Know where sales are coming from, and what funds are required to achieve your goals. Finally, hire and motivate a talented team who share the vision and understand their roles in achieving it.
Finally, HR and people strategy is one of your specialist areas. How has the way businesses regard and use HR changed over your career, and how do you think it will change in the future?
Technology has revolutionised HR. Now there are countless tools available for communicating company policies and holiday allowances, and that sort of thing, so employees know their rights and the company’s processes. However, the biggest shift has been greater respect for employee welfare and making employees feel valued.
Since the cost of hiring and onboarding employees continues to increase, attracting and retaining good team members is critical. Fundamentally, this means keeping them happy. Several studies have demonstrated the benefits that a happy and motivated workforce have on a company’s productivity and profitability.
Technology also lets businesses offer employees greater flexibility in working from home, and other work-life benefits. Following several recent trials of shorter work weeks, including by Microsoft Japan, which show a significant increase in productivity, I think we may also see a reduction in the working week.
If you’re interested in learning how digital PR can fit into your company’s growth strategy, contact TopLine Comms today.The marketing impact of Brexit revealed
My best marketing decision
We asked the founders and marketing teams of ten successful start-ups what had really helped them grow. Here’s what they said:
Adam Thornhill, Medicspot
“Undoubtedly, the best decision made to date was to film an explainer video. This wasn’t just an explainer video for explainer video’s sake. Countless other benefits derived from this, including a renewed focus on our most important value proposition; the ability to repurpose stills for in-store materials; team building (filming and acting can be fun); and a deeper connection with patients.”
Felicia Meyerowitz Singh, Akoni
“Hiring the right team! By doing so, I was able to share my vision of Akoni with like-minded, smart people to create an accurate reflection of how Akoni operates and its unique innovations.”
Peter Caputa IV, Databox
“Over the last two years, almost 4k individuals have contributed to our blog. Every week, we come up with new article ideas and then we reach out to experts on each topic. We ask them to answer a few questions and then we weave their quotes into a comprehensive article. When we started doing this, it was very time consuming. We previously struggled to publish one of these articles every week with a full-time marketer focused on it. I also struggled to convince the team that it would ultimately help us grow our traffic and signup volume. But, over time, as we developed a list and a reputation for doing these roundup posts well, it became easier to get great contributions and we started to really grow our organic search traffic. Now, we publish 3 per week with 3 freelance writers who cost us about the same as a full-time marketer. Plus, we routinely get 100+ contributors to our new articles, whereas getting 25 was often a struggle in the beginning. More importantly, over the 2.5 years we’ve been doing this as our main content marketing approach, we are now at 100k sessions, ~4,000 new signups for our free product and 100+ new paying customers every month.”
Uri Meirovich, QUADSAW®
“Producing a great product video that went viral on the day of the launch. It was a big expense at a very early stage of our business but worth every penny.”
Frederick Vallaeys, Optmyzr
“Our best marketing decision was to focus on our brand reputation first. We already had a strong brand in the search marketing industry through my 10 years of work at Google as Google’s only Ads Evangelist at the time. After starting Optmyzr, we maintained a thought leadership position by writing for industry blogs, speaking at industry conferences, and being a guest on podcasts. And not only did we stay top-of-mind in the PPC world, we even strengthened our reputation by producing some great content.
“Here’s why our brand and reputation is so crucial… when a potential customer realizes they need help with PPC management and automation, they will search on Google where they will see us and our competitors. When you have a respected brand, your ad immediately gets additional consideration, even if it’s not the highest ranked one on the search results page. And when the prospect reaches out and talks to us, they already know what we stand for because they’ve heard us speak or read our blogs.
“We took our thought leadership one step further this year and wrote a book, Digital Marketing in an AI World. It’s about the future of the PPC industry and only briefly mentions Optmyzr. But people read it and reach out to us. It’s allowed us to connect with prospects who were previously outside of our circle of influence and grow our business.”
Adam Keal, Xero
“When there was a fair amount of scare-mongering in the media about new tax rules for business, we decided to take a positive, encouraging approach to SMEs.
“Making Tax Digital is HMRC’s new drive to get small firms filing VAT returns using accounting platforms like ours.
“The ensuing race to sign up new subscribers gave the industry a choice between a carrot and stick, but we decided to take a positive, encouraging tone with businesses and distance ourselves from the fear and panic!
“This strategy paid off and our customers were really pleased with our approach to getting them ready. We also created our loveable Xero character Dexter the Digital Tax Advisor to lift the load further in a fun, engaging way.”
Richard Leader, Touch Financial
“My best marketing decision was addressing personal emotion when rebranding a B2B business. Typically, B2B branding is focused on the product or some nebulous core value of the organisation – value, quality or efficiency, or something equally bland.
“When faced with a number of apparently me-too competitors, I decided the new brand would address not the core values of our business but the emotional requirement of the customer.
“Afterall, business owners are human too… It was a brave step but one that I’m so glad I took. My word of advice to anyone in marketing is: be bold.”
Will Pickering, Funding Options
“Some of our best marketing decisions have been about making a decision in the first place. Although it’s tempting to spend lots of time reading and getting to grips with the theory of something before you act, I’ve found that learning by doing is often the fastest route to delivering value. There’s a Kurt Vonnegut quote that sums it up well: “we have to continually be jumping off cliffs and developing our wings on the way down.””
Simon Daggett, Access Self Storage
“The best marketing decision I’ve made is investing in sales enablement programs. For each marketing campaign that I’ve built, I design and develop a sales enablement program that provided sales teams with the content, training, and knowledge to actively progress and close deals in the sales pipeline. Through this process I’ve gained a higher return on investment as each marketing qualified lead generated is acted upon by a knowledgeable and confident sales person.”
Simon Misiewicz, Optimise Accountants
“The best marketing decision we made was to focus on a ‘Knowledge base’ containing comprehensive blogs – evergreen pieces of content that we maintain and update based on the latest tax legislation. We’re property accountants by trade and our blogs on Capital Gains Tax and inheritance tax have driven tens of thousands of prospects to our website over the years. We break the blogs down into sections with indexes at the beginning of each post, so users can quickly and easily find what they need. We also supplement the content with audio and video so it can be digested quickly and easily.”
Want to be featured on our marketing blog? Check out our contributor pageResearch: Half of UK employees put off business events by poor content
ʺOutdated, irrelevant, and boringʺ. This was the frank opinion of nearly half (46%) of the respondents in a survey we conducted recently on how UK employees view business events and conferences in their respective industries.
And it doesn’t stop there. Respondents also took aim at overcrowding (45%), speakers who sound too salesy (34%), inadequate venue facilities (28%) and events that are too long (25%).
As a B2B PR agency, our team attends a lot of events. While we can concur with some of the more negative points raised by the respondents (no one wants to spend all day at an event with long queues), it’s safe to say that we still value them.
The good news is that nearly half (49%) agreed that events and conferences are still one of the best ways to learn about products and services (49%), followed by trade publications (45%) and social media (37%). In fact, 9 out of 10 employees said they’d be more inclined to recommend a product or service to their boss after seeing it demonstrated at an event.
We wanted to learn what gets people to events and the most popular answer was rather practical – the location (58%). Following closely in second place was quality and relevance of content (50%), followed by industry speaker reputation (47%). When asked how they find out about events, most said via email (76%), followed by referrals from colleagues and peers (51%), and social media (46%).
We can’t underestimate the continued importance of traditional industry events, trade shows and conferences – there is still huge value in creating networking opportunities and interacting with prospective customers face-to-face. But event organisers need to remember the basics – choose a good location, make sure there’s enough space for everyone to move around comfortably, and choose your speakers wisely.
Need a great B2B PR agency to help you design and promote your event? Get in touch today.
How to market to Generation Z
Generation Z (also known as post-millennials), will account for 40% of all consumers by 2020.
Referring to those born after 1995, Generation Z are currently entering the workforce; and as they do, their earning and buying power will increase dramatically. Without a doubt, this will mean big changes for businesses across the board.
For any company looking to sell – whether it be a specific product, a service, or a job – determining the best ways to market to Generation Z should now be high priority.
Here’s everything you need to know about engaging and marketing to Generation Z.
How to market to Generation Z
- Use technology to your advantage
It goes without saying that those born post-1995 are more technologically-savvy than the previous generation. Not only that, but they spend more time online than any previous generation; so why not market to them where we know they are? If your company is not already active across all social media channels, set up your profiles as soon as possible; and keep them all up-to-date with fresh, relevant content including images, video and status updates. It’s also a good idea to consider the potential value of newer marketing methods – text rather than email, influencer marketing over product placement, video instead of television advertisements, and so on. Keeping up to date with tech trends will help you stay in-tune with what Generation Z are currently looking for.
- Focus on creating quick, digestible content
Reportedly, the average attention span of a post-millennial is 8 seconds (vs. 12 seconds for millennials). With access to countless tech products, social media platforms, websites and adverts, it’s important to catch the attention of the Generation Z’er as quickly as possible. Rather than writing long-form content for your website, or text-heavy captions on your social media posts, focus on quick, easy-to-digest content, engaging images and bite-size video clips – and stay up-to-date with trending topics and themes to ensure they are always relevant.
- Remember your purpose
Generation Z are increasingly focused on social and environmental responsibility. In fact, it was recently reported that 60% of Gen Z’ers would support brands that take a stand on social issues. Whether you’re looking to recruit them or sell a product to them, focusing on your business’ corporate social responsibility policy is a great way to engage post-millennials and boost brand reputation.
- Interact with Generation Z long-term
Generation Z are apparently less concerned with flash sales and quick wins; and more with long-term brand engagement and trust. You can build up this trust with regular communications, and exclusive deals and insights that will help to ensure your Gen Z customers feel loyalty to your company.
- Optimise mobile experience
If you’re looking to successfully market to Generation Z, a mobile-first marketing strategy is essential. A smartphone is the average post-millennial’s most-used device; so mobile optimisation is key. This applies to your website, emails, blog, and social media; all need to look just as good, and be just as easy to navigate, on mobile as on web. Likewise if you know your audience is predominantly on mobile, don’t bother with desktop advertising; focus on targeting only mobile users. If you’re really serious about marketing to Gen Z, consider things like starting an app, allowing you to send push notifications to mobile users.
With Generation Z about to hold a lot of buying power, it’s time for companies across every sector to consider how best to market to the newest demographic.
Looking to recruit today’s digital natives? Give A Grad A Go are the UK’s leading graduate recruitment agency – get in touch to find out about our services