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Please join our Winter Warmth campaign by collecting up and donating winter clothes like coats, jumpers and personal hygiene products to local charities to help at a time when many rough sleepers are starting to feel the effects of winter.  Every year there is always a shortage of warm clothing for those experiencing homelessness.

PARTNERSHIP – we work in partnership with Only A Pavement Away who distribute c.250,000 items to those sleeping rough or are in hostels each year.

JOIN the Winter Warmth Campaign by collecting up warm winter clothes and donating to a homeless charity, shelter or hostel near you who will be thrilled to receive your kind donations.  We can guide you to your local drop off point.

YOUR DONATIONS must be in good, wearable condition and that you have cleaned out any pockets, any hygiene products must be new and unused.

TELL US if you plan to take part on the form below,  we can guide you to nearest charity, shelter or hostel and promote your donation.

SHARE your donation photos and tag Agents Giving

What donations are required?

GET INVOLVED

We are looking for donations of the following items:

• Coats
• Winter jumpers
• Scarves
• Gloves
• Toiletries – new, small deodorants, anti-perspirants, small shower gels

However, consumers will still be affected by the financial strain caused by high inflation and interest rates, so businesses that offer good value could claim a larger market share. 

With this information in mind, let’s explore how you can boost revenue during this seasonal boom in spending.

Define your goals

Firstly, decide what you hope to achieve during the Christmas rush. Do you want to launch a new product, sell off existing stock, or generate new leads to pursue in January? 

Setting clear goals will ensure you focus your marketing budget on the appropriate strategies and distribution channels for the best results.

Schedule seasonal content

Once you have clear goals to work towards, create a content calendar to schedule everything from social media posts and blog articles to email campaigns and whatever else you feel will help build excitement and engagement with your business, brand, products, or services. 

Although it may feel like a lot of work, pre-scheduling your content will free up time to deal with an influx of demand as you near the big day.

Prepare for higher demand 

Is your business ready to respond to higher order numbers and website visits? Ensure you’ve planned your inventory and streamlined your payment processes to avoid losing customers because something is out of stock or they can’t pay immediately.

Likewise, pay attention to user experience. If high demand slows your website down or you haven’t optimised it for mobile view, you could put people off investing in your offerings.

Rebrand for the festive market

Refreshing your website, social media pages, online shops or high street shop front with festive imagery and Christmas cheer is an excellent way to attract customers eager to spend money. Don’t forget to highlight the products and services you want to promote in your graphics, imagery, pop-ups and displays.

Give a gift

The Christmas season is all about giving, so why not capitalise on the trend for value by offering customers something extra? Think discounts, sales, gift cards and vouchers, giveaways, competitions and free shipping.

Supporting a charitable or community cause could also boost your reach and reputation while helping others – a win-win for everyone involved.

Of course, it’s a good idea to collect data on current trends and your competitors’ strategies before launching your Christmas push. If you have metrics floating around from last year, incorporate them into your plans.

Lastly, don’t forget to take time for you and your staff to enjoy the festive period; a positive work environment will boost productivity and help everyone get into the right mindset for success. Merry marketing!

In the fast-paced world of digital marketing and optimisation, data-driven decision-making is paramount. One of the most effective tools at a business’s disposal is A/B or split-testing – a controlled experiment that compares two versions of a webpage or other elements, A and B, to determine which one performs better. 

Here are a few ways businesses can use it to their advantage:

1. Improving website conversion rates

One of the primary use cases for A/B testing is optimising a website’s conversion rates. Businesses can create two versions of a webpage, with slight differences in design, content, or calls to action. 

By testing these versions with real users, companies can determine which performs better in generating desired actions, such as making a purchase, signing up for a newsletter, or downloading a resource.

2. Refining email marketing campaigns

A/B testing is also invaluable for email marketing. Companies can experiment with different subject lines, email content, send times, and calls to action. By analysing open rates, click-through rates, and conversion rates, they can fine-tune their email marketing strategies to ensure that their messages resonate with their audience.

3. Enhancing ad campaigns

Digital advertising campaigns can benefit significantly from A/B testing, too. By creating multiple ad variations and tracking their performance, businesses can discover which ad copy, imagery, or targeting parameters yield the best results. This information allows for more efficient ad spending and higher return on investment.

4. User experience optimisation

Split-testing can also improve the overall user experience on a website by experimenting with different layouts, navigation menus, and content placement to ensure that users find what they’re looking for quickly and easily. This not only enhances user satisfaction but can also lead to higher engagement and conversions.

5. Product development and innovation

Beyond marketing, A/B testing can be employed to refine product features and offerings. By introducing variations and tracking how users respond, the experimenter can gather valuable insights into customers’ preferences so they can make informed decisions about product development and innovation.

6. Testing hypotheses

A/B testing provides a systematic way to test and validate assumptions about what will work best for a business. Whether it’s a new website design, a product feature, or a pricing strategy, A/B testing allows companies to gather key empirical data.

Tips for successful A/B testing

1. Clearly define objectives to define what success means for each experiment.
2. Test one variable at a time to accurately identify what caused improvements or setbacks.
3. Collect enough data by using large, randomly chosen samples. You’ll also need to decide what difference makes a result statistically significant to you.
4. Break down the results by segmenting your audience to see who was most affected (positively or negatively) by the changes.
5. Be patient – allow tests to run for an adequate duration to capture different user behaviours and trends.
6. Survey users about their experience to learn why they preferred one option over another.
7. Keep adapting your approach by using the insights from A/B testing.

In conclusion, A/B testing is a powerful yet simple way businesses can enhance their online presence, increase conversions, and make data-driven decisions. Why not start implementing it today?

At this time of year, many businesses will be assessing how well their marketing strategy has worked over the last 12 months. And with 2024 fast approaching, now is the perfect time to update your approach to hit the ground running.

Here are 10 things you should consider focusing on as you refresh your marketing game plan:

• Rethink distribution 

Most businesses don’t have the budget to get in front of their audience in every way possible, but that doesn’t mean diversifying is out of the question. 

By researching your customer base, you can find new ways to attract their attention in less competitive areas. 

For example, if you plan to develop a social media presence, choose the platforms that make sense based on your audience’s age range and interests rather than trying to appeal to everyone. 

• Invest in paid advertising

According to WordStream, over three-quarters of businesses currently run paid campaigns on Facebook, which is unsurprising considering the vast amount of data it holds about its billions of users. 

With other social media platforms promoting their advertising options, building a following just by organic means is becoming increasingly difficult. So, if your business is struggling to gain traction, consider dabbling in paid ads where it makes sense for you.

• Refresh current content

New, high-quality content will always help businesses grow their audience – but don’t overlook what you already have. 

Regularly updating and republishing old articles and posts can boost SEO and visibility, while videos, slides, and infographics can be repurposed in different contexts to bulk out your offerings. 

If some of your older content performed well, use it to inform spin-off content that will attract people back to your business. 

• Encourage word-of-mouth

Our social network influences us when it comes to engaging services or purchasing products. Ensure your customers have a good reason to sing your praises, whether setting up an affiliate programme, creating fun hashtags, or rewarding reviewers. 

• Improve usability

Your marketing efforts could go to waste if your customers find it difficult to interact with your business. Think slow-loading websites, a lack of mobile-friendly content, or hard-to-find information. Always keep user experience in mind throughout the whole process.

• Close the loop

If you employ digital and in-person marketing strategies, focus on linking them together to drive particular actions, such as mailing list sign-ups, phone calls or product sales, to create a cohesive campaign.

• Be human

It often pays off to be less ‘business-y’ and more human by sharing your personal journey and running events such as podcasts, live workshops and streams to show your audience who you actually are and why they should trust you. After all, most consumers have become wise to traditional sales tactics. 

• Create meaning

Linking your business or brand to something positive – such as supporting an important cause related to your product or service – can help customers connect with it and see it in a more positive light. This will help boost brand loyalty and encourage sales.

• Collaborate 

Networking is a powerful tool for many reasons. The more influential people you build a rapport with, the easier it is to join forces to increase your reach and generate warm leads. Social media influencers are also often open to reviewing products and services or promoting them within their content in return for support.

• Don’t rest on your laurels 

While sticking with what you know is tempting, the market is constantly shifting and evolving. Instead, continually review the data to make real-time changes to your marketing campaigns based on the results. Once a campaign ends, analyse it in detail to see how you can improve next time.   

There’s a good chance your business has already implemented the above strategies. But, let’s face it; it’s easy to get distracted by the day-to-day running of a company, so it’s always worth refreshing your approach to adapt to the current market. 

Thankfully, there’s still time to update your tactics before the New Year. Which one will you try first?

Email marketing is a fantastic tool for businesses hoping to engage their audience, drive conversions, and build lasting customer relationships. But how can companies make the most of it? Let’s find out.

What is email marketing, anyway?

Simply put, it’s a direct digital marketing strategy where a business sends emails to a list of recipients to promote products or services, nurture leads, or share valuable information. 

Here are some key benefits:

• Cost-effective compared to traditional advertising methods.
• Personalisation: Emails can be customised to suit each recipient's preferences and behaviour, enhancing engagement.
• Targeted campaigns allow you to send tailored messages to specific groups of recipients.
• Measurable results: Email marketing platforms provide valuable insights into the performance of your campaigns, enabling you to refine your strategy for better results.

Now, let's explore the different types of email campaigns that generate results:

• Promotional campaigns promote products, services, or special offers. They often include discounts, limited-time deals, and call-to-action buttons that encourage recipients to make a purchase. These emails are a great way to boost sales and clear inventory.

• Transactional emails are automated messages triggered by specific actions or events, such as purchase confirmations, order updates, or password resets. Although they are primarily informative, companies can use them to upsell or cross-sell related products.

• Welcome emails help businesses make a positive first impression by briefly introducing their brand, showcasing key products or services, and encouraging recipients to explore their website.

• Drip campaigns are a series of pre-scheduled emails over a specific period. These campaigns are excellent for lead nurturing and customer onboarding as they gradually introduce recipients to your brand and products, building trust and engagement over time.

• Newsletter campaigns share updates, industry news, tips, and valuable content with subscribers. They help maintain a strong connection with your audience and position your brand as an authority in your field.

• Abandoned basket emails remind customers of their abandoned shopping baskets and encourage them to return to your website and complete the purchase.

• Re-engagement campaigns are designed to win back disengaged subscribers. They often include special offers or personalised content to reignite their interest in your brand.

• Announcement campaigns inform subscribers about new products, features, events, or company updates. These emails generate excitement and awareness among your audience.

• Survey and feedback emails solicit opinions and suggestions from your audience, helping you understand their needs and preferences better.

• Educational campaigns provide valuable information, tips, or guides related to your industry. These emails position your brand as an expert and help build trust with your audience.

Whether you're looking to increase sales, build customer loyalty, or nurture leads, email marketing can be tailored to suit your needs. By implementing a range of email campaigns and using them strategically, businesses can unlock the potential of this timeless and effective marketing channel.

Making Christmas gin can be a fun and festive project. You can infuse your gin with a variety of seasonal flavours to give it a festive twist. Here's a simple recipe to get you started:

Ingredients:

1. Gin: Choose a good-quality gin as the base for your infusion.
2. Juniper Berries: These are essential for gin and will form the base of your infusion.
3. Christmas Spices: Use a combination of cinnamon sticks, cloves, star anise, and cardamom pods for a warm and festive flavor.
4. Citrus Peel: Orange or clementine peel can add a bright and citrusy note.
5. Cranberries: Fresh or dried cranberries will add a touch of tartness and a pop of color.
6. Sweetener (Optional): You can add a sweet element like honey or simple syrup if you prefer a slightly sweetened gin.

Instructions:

1. Prepare Ingredients: Gather all your ingredients and wash any fresh fruits or berries.

2. Combine Ingredients: In a clean, airtight glass container or jar, combine the gin with the juniper berries, Christmas spices, citrus peel, and cranberries. Adjust the quantities based on your personal taste preferences.

3. Infuse: Seal the container and let the mixture infuse in a cool, dark place for at least 2 weeks. Shake the container gently every few days to help distribute the flavors.

4. Taste Test: After the infusion period, taste the gin to see if it has reached your desired flavor. If it needs more time, you can let it infuse for an additional week or longer.

5. Strain: Once you're satisfied with the flavor, strain the gin to remove the solid ingredients. You can use a fine mesh strainer or cheesecloth to achieve a clear liquid.

6. Optional Sweetening: If you want to add sweetness, you can mix in a small amount of honey or simple syrup to taste. Stir well and taste as you go to avoid over-sweetening.

7. Bottle: Pour the finished Christmas gin into clean, airtight bottles for storage.

8. Serve: Enjoy your homemade Christmas gin in festive cocktails or simply over ice. Consider garnishing with a twist of orange peel or a few cranberries for an extra touch.

Remember that the infusion process is flexible, and you can adjust the ingredients and quantities to suit your taste preferences. Have fun experimenting and creating your own unique Christmas gin!

Creating the perfect Christmas wreath for your front door can be a fun and festive DIY project. Here's a step-by-step guide to help you make a beautiful Christmas wreath:

Materials Needed:

1. Wreath Base:

   • Purchase a pre-made wreath base (typically made of foam or grapevine) from a craft store, or use a wire wreath frame.

2. Greenery:

   • Artificial pine branches, holly, cedar, or any other greenery of your choice.

3. Decorations:

   • Christmas ornaments, pinecones, berries, ribbon, bows, faux flowers, and other festive decorations.

4. Wire or Floral Picks:

   • Floral wire or picks to secure the greenery and decorations to the wreath base.

5. Hot Glue Gun and Glue Sticks:

   • For additional reinforcement and attaching smaller decorations.

6. Wire Cutters:

   • To trim and cut the greenery and decorations.

7. Ribbon:

   • A festive ribbon for hanging and additional decoration.

Steps:

1. Prepare Your Workspace:

   • Lay out all your materials on a clean and spacious surface.

2. Attach Greenery:

   • Start by attaching the greenery to the wreath base. If you're using artificial branches, separate them into smaller sections and use floral wire to secure them to the base. If using a wire frame, twist the branches around the frame.

3. Layer Greenery:

   • Layer different types of greenery to add depth and texture. Mix and match colors and shapes to create a visually appealing wreath.

4. Add Decorations:

   • Once the greenery is in place, begin adding your decorations. Attach ornaments, pinecones, berries, and other items using wire or hot glue. Distribute them evenly around the wreath for a balanced look.

5. Create a Focal Point:

   • Choose a larger ornament, bow, or a cluster of decorations to serve as the focal point. Place it off-center for visual interest.

6. Secure with Wire or Picks:

   • Use floral wire or picks to secure decorations firmly to the wreath base. This will prevent them from falling off over time.

7. Add Ribbon:

   • Create a bow with your chosen ribbon and attach it to the wreath. You can place it at the top, bottom, or side, depending on your preference.

8. Check for Balance:

   • Step back and assess the wreath for balance and symmetry. Make adjustments as needed.

9. Hang Your Wreath:

   • Attach a sturdy ribbon or wreath hanger to the top of the wreath, and hang it on your front door.

10. Optional Finishing Touches:

    • Consider adding lights or other embellishments for an extra festive touch.

Remember, there are no strict rules when it comes to making a Christmas wreath.

Let your creativity shine, and personalise it to match your style and preferences. Have fun crafting, and enjoy your beautiful, handmade Christmas wreath!

Back in October, Google and Yahoo laid out plans to enforce tighter industry practices, which come into force this February. 

The updated requirements target bulk senders – anyone operating an email mailing list that sends over 5,000 emails to Gmail addresses a day – to make it harder for spammers and fraudsters to break through.

However, the news has left many digital marketers wondering whether the new rules will prevent them from reaching their subscribers’ inboxes.

So, what do the changes actually mean for your business?

Well, if you’re hitting the 5,000-in-a-day threshold, you’ll have to grapple with the new authentication and procedural requirements – if you haven’t already incorporated them into your set-up. 

In terms of authentication, that means your emails will have to pass DKIM (DomainKey Identified Mail) and SPF (Sender Policy Framework) protocols; you’ll need to configure a Fully Qualified reverse DNS” (FQrDNS), which is also known as a Forward Confirmed reverse DNS” (FCrDNS); and your FROM sending domain will require a DMARC (Domain-based Message Authentication, Reporting, and Conformance) record.

Basically, you’ll have to prove you’re exactly who you say you are. 

Other than this, bulk senders will be expected to ensure it's easy for their audience to unsubscribe at the click of a button (literally) and that anyone who has requested to leave a mailing list is removed within two days.

The last main change centres around an industry-first complaints threshold. While Google already blocks 15 billion spam emails per day, many still get through. To prevent even more unwanted emails, senders that hit a complaints threshold of .3% will likely be blocked. However, you will see issues with deliverability and reputation long before that. 

Lastly, it’s important to note that these changes won’t be the last. Unscrupulous senders will keep trying to break through, using whatever loopholes they can find. For this reason, we can expect the whole industry to keep closing the gaps to protect their end-users from harm – a motivation we can all support. 

If you’re still unsure whether your business meets all the new requirements, you can read more about the updates and how to implement them here: https://support.google.com/mail/answer/81126

The success of digital marketing campaigns often hinges on a critical factor: email deliverability. This measures how easily emails reach subscribers’ inboxes – without being flagged as spam or filtered into the promotions tab or junk folder. 

In this article, we’ll explore strategies businesses can implement to enhance their email deliverability and ensure their messages effectively reach their target audience.

Build and maintain a quality email list

One of the fundamental aspects of improving email deliverability is to have a clean and well-maintained email list. Regularly clean your list by removing invalid email addresses and unsubscribed users. Avoid purchasing email lists, as they often contain outdated or inaccurate information and can harm your sender reputation.

Use double opt-in

Implementing a double opt-in process ensures that subscribers genuinely want to receive your emails. This two-step verification confirms the subscriber's interest and helps prevent fake or mistyped email addresses from entering your list. This practice contributes to a higher quality and engaged audience, positively impacting your standing.

Personalise your emails

Personalised emails not only enhance user engagement but also contribute to better deliverability. Tailor your content based on user preferences, behaviours, and demographics. Personalisation goes beyond just using the recipient’s name – it involves creating relevant and targeted content that resonates, increasing the likelihood that your emails will be opened and interacted with.

Master subject lines

The subject line often determines whether someone opens your emails or deletes them. Avoid spammy or misleading subject lines, as they can trigger spam filters. Instead, focus on creating concise, compelling, and relevant subject lines that reflect what the recipient will find inside.

Optimise email content:

Ensure that your emails are well-designed, mobile-friendly, and contain a balance of text and images. Use a clear and compelling call-to-action and avoid excessive links or attachments that could trigger spam filters. Regularly test your emails to identify any elements that might impact deliverability negatively.

Authenticate your emails:

Authentication protocols – such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) – verify the authenticity of your emails, reducing the likelihood of being mistaken as spam.

Monitor and analyse:

Regularly monitor your email deliverability metrics using tools provided by your email service provider. Keep an eye on bounce rates, open rates, and click-through rates. Analyse this data to identify trends, pinpoint potential issues, and make data-driven adjustments to your email strategy.

By following the tips above, anyone can enhance their email deliverability, improve their sender reputation, and ultimately increase their brand’s reach and influence. Remember, successful email communication is not just about sending messages but ensuring they reach the right audience at the right time. 

Email marketing is one the best tools available for growing your customer base, so it makes sense that many businesses focus on creating highly engaging content for their subscribers. 

But that doesn’t mean your social media strategy should suffer – after all, your target audience is probably spending a fair amount of time hanging around online somewhere, so why not use the various platforms to supercharge your growth?

Luckily, there are various ways to join your email and social campaigns together, saving time and ensuring consistency from every angle. Curious? Let’s explore some tips to ensure seamless integration with Instagram, Facebook and X (previously Twitter).  

Instagram

According to marketing automation and email marketing platform Mailchimp, more Instagram users follow at least one business than celebrities. With such a large audience at your fingertips, why not showcase your brand’s best deals, sales, and products by repurposing some of the pitch-perfect imagery you already included in your emails?

As Instagram is primarily a visual platform, ensure you pick only the best-quality images and videos that highlight your products and the lifestyle they promote. Your pictures should be between 320 and 1080 pixels wide for best results. Neutral backgrounds and captions (often hashtags) that relate to your photo or video will also help your content stand out and be found by new followers.

Facebook

Renowned for its vast database of users, Facebook is a great place to advertise your business and attract attention, whether you’re sharing regular updates with page followers or running ads that encourage mailing list sign-ups. Once again, you can reuse copy and design elements from your email campaigns to save time if they reflect your followers’ interests and goals.

Other tips include encouraging users to create content for you (for example, by sharing video reviews of your products) and adding a personal touch by including real people in your posts or running live sessions for your followers. 

If you intend to share your emails directly to the platform, choose images that are 1200 x 628 pixels to ensure they’re readable. And don’t forget to pay attention to your captions and call-to-actions!

X (Twitter)

X – previously known as Twitter – is the perfect platform for joining ongoing conversations or starting your own. Including bold and colourful imagery in your posts to explain your product/service at a glance, along with a caption and trending/related hashtags that sit within the character limit, will allow your brand to stand out. Keep your tone relaxed and conversational so you don’t come across as too business-y and put people off from sharing your content. 

Finally, did you know that your email platform may come with social media integration, allowing you to design posts within their email builder that you can share directly with your followers once you’ve linked your accounts? 

Once you have set up a system that works for you, synchronising your email and social content should boost your impact without over-complicating your schedule. 

By now, most marketers have heard about the AI tools flooding the market. While it has a reputation for creating generic content, it is perfect for helping businesses brainstorm, especially when you need variations on a theme, such as a group of related blog post ideas or subject lines for a seasonal email campaign. 

Enter AI prompts, which allow you to generate reams of suggestions in moments by interacting with a Large Language Model, such as Open AI’s ChatGPT, or a tool designed for short-form copy, like Iterable’s Copy Assist.

Read on to learn how to implement AI prompts in your digital marketing strategy:

Idea generation

AI prompts can spark creativity and innovative ideas – but they work best when you get specific. For example, when crafting a prompt, include ‘seed copy’ – information regarding your target audience and text snippets that reflect your brand’s tone of voice. 

For instance, if a marketer needs inspiration for a blog post, they can input a brief description of the topic into the AI prompt tool, along with details about who the content is aimed at, its purpose (e.g. to encourage enquiries or sales), and instructions on tone of voice. 

The AI can then generate outlines, headlines, and even introductory paragraphs, providing a solid foundation for your creative team to work with.

Personalised messaging

Marketers can input customer profiles, purchase history, or preferences into AI prompt tools to receive suggestions for personalised email campaigns, product recommendations, and targeted advertisements, enhancing engagement and improving conversion rates.

For example, you can ask AI to generate subject lines during a sales period targeted at different segments of your email list, whether you’re an estate agent reeling in first-time buyers or an insurance broker looking to offer a product designed for globetrotters.

Optimising ad copy and SEO

AI prompts can create high-quality, SEO-friendly ad copy, meta descriptions, and website content if they’re fed key information, such as target keywords, product details, or campaign objectives. 

Automating social media accounts

By automating routine social media tasks, you can focus on strategic aspects of your campaigns. If you use AI prompts correctly, they can ensure consistent messaging through captions, comments, or responses and help maintain an active and engaging online presence. Again, you’ll need to provide information about your brand’s tone, objectives, and target audience for best results.

Predictive analytics 

AI prompts can analyse vast amounts of data to provide insights into campaign performance and predict future trends. Simply input data from past campaigns, customer interactions, and market trends to receive recommendations, which will help you make informed decisions about budget allocation, target audience selection, and overall campaign strategy. 

As digital marketing continues to evolve, incorporating AI prompts into your workflow can unlock new levels of efficiency, creativity, and effectiveness as you expand your business. 

Here’s how:

• Click on the link below to find your nearest food bank
• Tell everyone you are collecting & what items your food bank requires
• Create a collection point in your office
• Promote your involvement & invite everyone to donate something
• Invite other businesses & local communities to drop off items
• Collect & make the donation drop off to your local food bank
• Don’t forget to share with us your collection & donation photos for us to share

Thank you for your support.

Find your foodbank

It’s competitive out there right now. Not only are content marketers vying for an increasingly crowded slice of the pie, AI-generated content is flooding the online space, for better or worse, depending on your perspective. 

While the drive towards quantity can feel overpowering, quality can’t be overlooked, especially now search engine giant Google is redoubling its efforts to reward relevant, expert content that pleases its users. 

Keeping an eye on key industry statistics is one way to stay ahead of the game. After all, if you know what’s working right now and can quickly identify new trends, it’s easier to create an effective content marketing strategy that gets results. 

Below, we’ve pulled together various stats based on a wide pool of surveys and studies that reflect what’s currently happening in this fast-evolving space. Let’s take a look.

Who uses content marketing – and why?

• 97% of marketers got results from content marketing last year (Semrush).
• Almost three-quarters of B2B and B2C marketers use content to grow their business, while half outsource some content production (Content Marketing Institute – CMI).
• Content marketing is mainly used to build brand awareness and trust and educate audiences (CMI).

What are the top content marketing strategies?

• 83% of marketers think focusing on less frequent, better-quality content will bring the best results (Hubspot).
• Almost a quarter of marketers feel content marketing is the best way to target specific audiences (2022 Statista Research Study).
• To boost search engine results, CMI found that 31% of B2B marketers are gearing towards user intent/answering questions, while 27% are focusing on thought leadership content, and 22% generate conversational content. 

Which types of content should you focus on?

• Short-form video comes out on top of the pile for the best ROI.
• Overall, video is proving popular, with articles featuring video pulling 70% more organic traffic (Semrush).
• Interactive content generates 52.6% more engagement than static content (Mediafly).
• 43% of respondents to a Venngage survey believe that graphics and illustrations remain a highly effective form of visual content.

Which distribution channels are best?

• While Facebook is still the biggest content distributor, video-based platforms offer better growth potential (Hubspot).
• LinkedIn is 84% more effective than other social channels for B2B marketers, with 80% using paid social media advertising (CMI).

The effect of AI

• Over 100 million people jumped on the AI content generation bandwagon only two months after ChatGPT took the world by storm (Search Engine Journal). 
• 80% of marketers have already included AI in their strategy (Ahrefs).  
• Using AI saves marketers around 2.5 hours each day (Hubspot), with most using it to brainstorm ideas (51%), play with headlines and keywords (45%), and draft (45%).

Hopefully, the facts and figures we listed above will guide you during your content marketing efforts through 2024 and beyond. Overall, the statistics show that high-quality content is still crucial for drawing audiences and achieving sales, but video is particularly powerful right now, so keep that in mind when planning your next campaign. 

Audiences love visual imagery, so you should incorporate it into your marketing campaigns and online content wherever possible. However, using images without proper authorisation can lead to copyright infringement issues, resulting in legal consequences for you and your business. 

This 10-step guide aims to provide marketers with essential tips on using images legally online and avoiding copyright infringement. Let’s take a look.

• Understand Copyright Basics

Copyright law protects original works, including photographs, graphics, and illustrations. The creator of an image holds the copyright by default, and you must obtain permission to use it unless it’s explicitly labelled as free to use.

• Understand Fair Use

Fair use refers to the limited use of copyrighted material without permission, such as quoting a passage from a book to comment on or using information as part of an educational presentation. Fair use may not always apply in the context of marketing materials, so most of the time, you’ll need authorisation to use the image in question. 

• Use Royalty-Free Images

Royalty-free images are those for which you pay a one-time fee for the right to use them multiple times without additional payment. Websites like Shutterstock, Adobe Stock, and Getty Images offer vast collections of royalty-free images for various purposes.

• Utilise Creative Commons Licenses

Creative Commons licenses allow creators to grant permission for others to use their work under certain conditions. However, you must adhere to the specific terms of each license.

• Create Your Own Images

Creating your own images or hiring a photographer or graphic designer sidesteps copyright issues and could help you build a unique brand identity.

• Verify Usage Rights

Before using an image found online, verify its usage rights by checking the licensing information provided by the creator or website. Be cautious of images labelled ‘for non-commercial use’ or ‘for editorial use only’, as they may not be suitable for marketing purposes such as ads.

• Attribute Properly

When using images under Creative Commons licenses that require attribution, ensure proper credit is given to the creator. Include the creator’s name, the title of the work, a link to the original source, and the license type.

• Consider Public Domain Images

Public domain images can be used freely for any purpose, including commercial use. Websites like Pixabay and Unsplash offer high-quality public domain images that can enhance your marketing materials.

• Keep Records

You should maintain records of the images you use in your marketing campaigns, including their sources, licenses, and any permissions obtained. These records can serve as evidence of your compliance with copyright laws in case of any disputes.

• Obtain Written Permission

If you intend to use an image in a specific way that isn’t covered by its existing license, consider reaching out to the copyright owner directly to request permission. Obtain written permission detailing the terms of use, including any fees, duration, and restrictions, to ensure clarity and avoid misunderstandings.

By following these guidelines, marketers can navigate the complex landscape of online image usage while staying compliant with copyright laws. Remember, respecting the rights of creators not only avoids legal issues but also fosters a culture of ethical marketing practices.

Your audience will interact with your business in several ways before making a purchase or employing your services. These are known as ‘touchpoints’, and understanding them can help marketers track the customer journey to inform future campaigns. 

Before we explain the multi-touch model, let’s take a moment to unpick two distinct points in the customer journey businesses often focus on.

• First-Touch: This is the first time someone interacts with your business or brand, in real life or online. Once a company identifies trends in how its target audience initially engages with it, it can focus on driving marketing efforts toward those channels. 

• Last-Touch: Conversely, the last-touch model assesses the last interaction someone had with your business before deciding to become a customer. It can be a powerful way of identifying the most effective triggers for onboarding new customers or clients, thereby pinpointing where to allocate resources.

Introducing the Multi-Touch Model

While the models above can provide some fantastic campaign insights, a lot happens between a customer’s first and final interaction with your brand. By connecting the dots, you’ll get a clearer picture of how and why a campaign works and where it could go wrong. 

With this in mind, let’s look at a few common touchpoints that can illuminate what’s happening from start to finish. 

• Exposure: How did users first find you? Which channels did they use? For example, social media, blog posts, or organic search results.

• Early conversions: What form of marketing led to the most interactions? For example, did paid ads or organic search bring the most results?

• Relation between first and last touch: Does the channel or method a customer first interacts with your brand determine the likelihood that they’ll take other actions, such as subscribing to a newsletter or responding to an offer, finally leading to a purchase? What impact does this difference have on your overall ROI?

• Analysing content: Is there a link between customers reading your content and later making a purchase? For example, do web visitors later loop back to buy from your business? Would they have done so if they hadn’t seen your content, such as blog posts and articles, first?

Once you can answer these fundamental questions, you’ll have a much fuller understanding of how your customers progress through the buying journey and why some are more likely to reach the end than others. 

You may discover that attracting customers organically through high-ranking informative content leads to better long-term results across your various channels, from socials to email marketing, then certain types of ads – or maybe not. The only way to know for sure is by incorporating the multi-touch approach into your data collection and analysis strategy.

From blog posts and articles to videos and infographics, compelling content is essential for attracting and engaging audiences online.

However, for marketers, the challenge lies not only in creating valuable content but also in quantifying its return on investment (ROI). How can you track the effectiveness of content on a web page and determine its impact on your bottom line?

Let’s delve into some strategies for measuring ROI effectively.

• Define Your Objectives 

Before embarking on ROI tracking, clearly define your goals and objectives for the content. Are you aiming to increase website traffic, generate leads, boost sales, or enhance brand awareness? Understanding your objectives will shape the metrics you track and the tools you use for measurement.

• Set Key Performance Indicators (KPIs)

Identify specific KPIs aligned with your objectives to measure the success of your content. Common KPIs for content marketing include:

• Website traffic: the number of visits, unique visitors, and page views.
• Engagement metrics: Track time on the page, bounce rate, and social shares to gauge audience interaction with your content.
• Conversions: Monitor conversion actions such as form submissions, email sign-ups, and product purchases attributable to your content.
• Revenue: If applicable, track the direct and indirect revenue generated by content-driven conversions.

• Use Web Analytics Tools

You can leverage web analytics platforms like Google Analytics to gather data on the performance of your content. Key reports and features to explore include:

• Content reports: Analyse pageviews, average time on page, and bounce rate.
• Goal tracking: Use Google Analytics to track your audience’s actions, such as purchasing a product or filling out a contact form.
• UTM parameters: Use UTM parameters in your URLs to accurately track the source of traffic driven by your content.

• Implement Conversion Tracking 

This may involve setting up conversion tracking pixels for advertising campaigns, using marketing automation platforms to track leads generated from content downloads or form submissions, or implementing e-commerce tracking for online purchases resulting from content engagement.

• Calculate ROI Metrics 

Once you have collected data on content performance and conversions, calculate ROI metrics to assess the effectiveness of your content efforts. Some ROI metrics to consider include:

• Return on Investment (ROI) – The ratio of net profit generated from content marketing efforts to the total cost of those efforts.
• Cost per Acquisition (CPA) – The average cost incurred to acquire a customer or lead through content-driven activities.
• Customer Lifetime Value (CLV) – The long-term value of customers acquired through content marketing initiatives.

Lastly, don’t forget to experiment with different content formats, headlines, visuals, and calls-to-action (CTAs) through A/B testing to optimise performance and maximise ROI. Compare the results of variations to identify the most effective content elements for achieving your goals, and your success should snowball.

In a rapidly evolving property sector, digital marketing has become an indispensable tool for estate agents seeking to establish lasting connections with potential clients.

Richard Combellack, Chief Product Officer at nurtur.group, underscores the significance of digital marketing elements such as email marketing campaigns in the estate agency sector, shedding light on their pivotal role in nurturing leads, maintaining client relationships, and delivering impressive returns on investment.

Building lasting relationships through email marketing

Estate agents are increasingly recognising the value of long-tail marketing strategies, with email campaigns emerging as a cornerstone in their efforts. Combellack emphasises that these campaigns play a crucial role in establishing touch points with potential clients over time, resulting in lasting relationships and positive outcomes.

“Email marketing is not just about sending messages; it’s about building relationships. In the property sector, where trust and communication are paramount, email campaigns act as a bridge, allowing agents to stay top-of-mind with clients and nurture leads effectively,” says Combellack.

He notes that when executed effectively, email marketing offers one of the highest returns on investment for estate agents. It serves as a direct and personalised communication channel, allowing agents to connect with clients in a meaningful way.

Combellack offers a few essential tips for estate agents looking to enhance their email marketing efforts:

Compelling content

First and foremost is creating high-quality, engaging, and targeted content that captures the attention of potential clients. A great example of this is a newsletter that provides valuable information, showcases property highlights, and offers trends or insights into the local property market. The newsletter can also include testimonials or success stories from satisfied clients to build trust and credibility. Showcasing positive experiences can help to demonstrate your expertise and the value you provide.

A key element of creating compelling content is an enticing concise subject line that encourages recipients to open the email. Avoid using all caps or spammy language that might trigger spam filters.

Use high-quality images and visually appealing designs to make your emails more engaging.

Segment your email list

Not all email campaigns will be relevant to everyone, so divide your email list based on factors like location, buyer/seller status, preferences, or previous interactions. Leverage dynamic filtering and preferencing to tailor messages to the specific needs and preferences of each individual within your client database.

Targeted emails are more likely to resonate with recipients and result in higher engagement.

Personalise the emails

Use the recipient’s name in the email subject and greeting to make the message feel more personal. Again, ensure the content is relevant to them ensuring that it is tailored to match the recipient’s preferences or past interactions.

Clear Call-to-Action (CTA)

Clearly define the next steps you want recipients to take, whether it’s scheduling a viewing, contacting you, or exploring listings on your website.

Make your CTA buttons stand out with compelling copy and contrasting colours.

Mobile Optimisation

Many users check their email on their smartphones, so ensure that emails are mobile-friendly and display in the right manner.

Test your emails across different devices and email clients to ensure a consistent and user-friendly experience.

Regularly update your email list

Regularly clean and update your email list to remove inactive or bounced email addresses.

Encourage subscribers to update their preferences to ensure they receive content relevant to their interests.

Use automation wisely

Implement automated email campaigns triggered by specific actions, such as website visits or form submissions. Drip campaigns can nurture leads over time, providing a series of valuable information.

Compliance with regulations

Ensure that your email marketing complies with relevant data protection and privacy regulations, such as GDPR. Include an unsubscribe option and respect users’ preferences.

A/B Testing

Experiment with different elements in your emails, such as subject lines, content, and CTAs, using A/B testing to determine what resonates best with your audience.

“Long-tail digital marketing elements such as email marketing campaigns can be used strategically to nurture leads over time and guide potential clients through the decision-making process. By implementing the above tips, estate can create more effective and personalised email marketing campaigns that resonate with their target audience, ultimately leading to increased engagement and conversions,” Combellack concludes.