In these difficult times, with more and more people working from home, many people want to learn how to deliver training, staff support and business information through online webinars.
For those nervous about delivering their first webinar for their online business publicist, journalist and commentator Tina Calder has designed a unique series of webinars, with the next one Setting Up Your Own Webinar – Here’s How I Did It being delivered on Thursday, April 23.
In this unique online training and support session Tina will take delegates through the basics of how to create a webinar, the structure and content and look at areas such as promotional tactics and the technology used to create them.
“As a result of the Covid-19 crisis more and more of our clients at Excalibur Press are asking us to help them with their digital transformation” said Tina.
“From creating online courses and mapping out marketing and sales funnels what the Corona Virus has done is force many entrepreneurs and businesses to fast forward or accelerate their desires to move their services and products online.”
Beginning at 3pm on Thursday places are still available to book now for this slide/video-based session.
“Regardless of the reasons why you want to take one of your face to face sessions online, the work you have to put in to prepare it is the same,” Tina explained.
As founder of Excalibur Press publicity management, content creation and copywriting agency Tina has been in the business working in Northern Ireland for the last 20 years and has worked with a number of thought leaders over the years.
She said: “Over the last two years I’ve been intensely studying the world of thought leadership and during that time I’ve been on some pretty decent webinars…and I’ve also caught a turkey or two!
“I wanted to create this series of webinars to help people avoid some of the mistakes I’ve seen so many times.”
The session will help delegates to develop the perfect webinar title, what audiences want from a webinar, how to shape content, creating the perfect sales and marketing funnel, creating a content plan and tactics, tips and tricks to promote your webinar.
In addition there will be advice on what assets you need, what technology you will need and much more.
“There are a lot of small tips and tricks and tactics that people can use to ensure they create a long-lasting business rather than just something that will disappear when the crisis subsides.
“Moving content online for your business simply isn’t a case of chucking up an existing slide deck and hoping for the same results. It’s just simply not going to be the case.
“We’ve set aside an hour and a half for this overview webinar which will help you start thinking about what you need in order to get your own webinars up and running. There will be an opportunity to ask questions throughout.”
Northern Ireland’s Content Queen, Tina Calder is a journalist and commentator of 20 years, a publicist of 12 and a multi-platform media professional. The Belfast entrepreneur owns publicity management agency Excalibur Press based in the city’s Cathedral Quarter.
From travelling across the UK and Ireland as a showbiz reporter, publicist and tour manager to becoming an award winning business journalist, Tina uses her varied and colourful career experiences to deliver bespoke publicity and communications strategies.
It would be easy to discount Instagram as a hipster, millennial platform that is of no use to your business, after all, that’s the reputation it has.
However, with the platform growing extensively in recent years and gaining popularity across Northern Ireland it’s important to assess whether it could work for your business.
Gil David, the Founder of Run DMG, has spent over 13 years in sales, marketing, and business management, as well as over five years running social media adverts for a wide range of clients, including beauty chains and ecommerce stores, online coaches, and nationwide fitness franchises.
Having worked with social media advertising budgets from a few hundred pounds to 150k+, Gil was the perfect guest speaker to deliver a Lunchtime Learning session facilitated by the Cathedral Quarter BID (Business Improvement District), sharing his top tips for Instagram adverts.
Gil’s stats during the presentation spoke volumes, he said: “There are currently over 1 billion active accounts on Instagram, with around 50% of those accounts active daily. 60% of Instagram users first hear about a product via the platform, and 30% have made a purchase from Instagram directly.
“Those are very impressive figures. It’s important to note that the most active age range on the platform is 18-35, so if your target market are 40 years of age or younger, you should be using it as a marketing tool.”
While there are a range of tips, ideas, and methods for running successful Instagram adverts, one of the most important things to get right is the creative. Instagram is a visual platform, so the imagery is the element with the most impact. Gil shared his top tips, which included:
Portrait images and video work much better than landscape (ideally 1080×1080 for square imagery or 1080×1350 for vertical imagery).
Images should be eye-catching and “scroll-stopping”.
The key message should be clear and enticing.
Random figure discounts and percentage discounts get more attention than even numbers, for example £234 off instead of £200 off.
Check your copy, then check it again – spelling mistakes are completely avoidable. Also, if you create an ad for Facebook you may say ‘click the button below’, but on Instagram the button is above the text. Look out for these simple errors.
Gil explained: “To increase engagement, you should always reply to individuals who comment on your posts and adverts. Even the negative comments.
“If you respond well to a negative comment – by acknowledging the issue, clarifying if a problem does exist, and fixing the problem if there is one – others who look at the comments will see that you are a reputable company who look after their customers.”
A trend that shows no sign of slowing down are brands using stories more than their feed to engage with customers. Users are looking at stories more and more, so there is also an increasing trend for companies to post a story that directs their audiences’ attention to a new post on their feed.
As a result, more companies are also advertising through stories, which works best when the content is organic and more natural. This type of content tends to outperform more professional or manufactured looking videos. Add text or graphics within the native app (Instagram) to increase clicks and engagement.
Finally, you should always test your adverts to see what works and what doesn’t. There is no one-size-fits-all rulebook for social media advertising. What works well changes based on industry, and even between companies in the same industry based on the needs and wants of their individual target audiences.
Gil also has a final word of warning:“Remember that social media is first and foremost just that – social. Your social media accounts should not be running adverts all the time, or people will get sick of looking at it. You should include adverts within a mix of other types of posts and content for them to have maximum impact.”
The key takeaway points from the session? Get People to A.C.T.
Attention – stop them scrolling.
Clarity – image and message should work well together.
Tap – correct combination of image and enticing copy will get people to act. Include a clear call to action.
The Coronavirus Job Retention Scheme (CJRS) was introduced by government at the end of March.
Michelle Tyson, Director of recruitment agency, Tyson Wilson Ltd, gives a breakdown and overview of some of the key points from the government guidance.
Michelle said: “The coronavirus pandemic is unprecedented and is having significant impacts on businesses across all sectors in the UK. The government have introduced a range of measures to help businesses and employees, but it can be tricky to interpret the guidance based on individual circumstances. In this article, we cover the key points from the guidance that are applicable to most, to try and ensure that you are aware of the scheme’s criteria.”
If your business has been severely impacted by coronavirus (COVID-19), you can ‘furlough’ employees and apply to HMRC for a grant that covers 80% of their usual monthly wage, up to a maximum of £2,500 (gross) per month. In addition, you can also claim for associated Employer National Insurance contributions and employer pension contributions (the minimum amount required under the automatic enrollment scheme of 3%). While on furlough, the employee’s wage will be subject to usual income tax and other deductions.
What is the Coronavirus Job Retention Scheme?
Michelle explained: “The Coronavirus Job Retention Scheme (CJRS) is a temporary scheme that is in place from March 1st 2020 to June 30th 2020. It may be extended, if necessary. Claims are made by employers online via a new portal, which is expected to go live around April 20th 2020. It is important to note that each period of furlough must last for at least 3 consecutive weeks to be eligible to claim. It is envisioned that employers will be able to make a claim once every 3 weeks from when the portal goes live. Employees can be put on and off furlough. However, each period on furlough must last for at least 3 weeks to be eligible to claim.”
When the scheme was first announced, you could only claim for furloughed employees that were on your PAYE payroll on or before February 28th 2020. However, this has now been updated. *You can now claim for employees that were on your PAYE payroll on or before March 19th 2020 and which were notified to HMRC on an RTI submission on or before March 19th 2020.*
Which employees are eligible for the scheme?
Michelle clarified: “Employees can be on any type of employment contract, including full-time, part-time, agency, flexible, zero-hour, or fixed term contracts. Fixed term contracts can be renewed or extended during the furlough period. Where a fixed term employee’s contract ends because it is not extended or renewed, you will no longer be able to claim for them.”
In addition, it has been clarified that foreign nationals are eligible to be furloughed. To be eligible, when on furlough, an employee cannot undertake work for, or on behalf, of the organisation or any linked or associated organisation. This includes providing services to the organisation or generating revenue for the organisation.
Apprentices can be furloughed in the same way as other employees and they can continue to train whist furloughed. However, it is important to note that Apprentices must be paid at least the Apprenticeship Minimum Wage, National Living Wage, or National Minimum Wage (as applicable to your organisation) for time they spend training.
“This means Apprentices should receive their full, normal wage for any days spent training as opposed to receiving 80% of their normal wage for those days” said Michelle.
“You can still claim for any days spent training, which means in theory you are ‘topping up’ their wage for those days.”
If an employee is working on reduced hours or for reduced pay, they are not eligible for the scheme. If an employee started unpaid leave after February 29th you can put them on furlough instead. If an employee went on unpaid leave on or before February 28th, you cannot furlough them until the date on which it was agreed they would return from unpaid leave.
CJRS and Directors
The official guidance goes into more detail on others who are eligible for the CJRS, including office holders, company directors, salaried members of Limited Liability Partnerships, etc. However, the eligibility of company directors seems to be a common question.
Michelle said: “The eligibility of company directors for the CJRS is one of the most common queries we deal with. HMRC were not very clear on this to begin with, but the guidance has been updated and now states clearly that company directors can furlough any salary they receive through PAYE. However, the conditions of furlough still apply in that they cannot carry out any services for the business or generate revenue for the business. They can continue to carry out their duties under the Companies Act. Furlough payments do not take into consideration dividends.”
CJRS and SSP
If an employee is on sick leave or is self-isolating as a result of Coronavirus, they will be eligible for Statutory Sick Pay (SSP), subject to meeting the other eligibility criteria. CJRS is not intended for short-term absence from work due to sickness or self-isolation. However, if the organisation wishes to furlough an employee for business reasons, who is on sick leave or self-isolating, they can. The employee will no longer receive SSP and will instead be classified as a furloughed employee. You can claim back from both the CJRS and the SSP rebate scheme for the same employee but not for the same time period.
‘Shielding’ Employees and Caring Responsibilities
In addition, employers are entitled to furlough employees who are ‘shielding’ in line with public health guidance, or who are off work to stay home with someone who is shielding, or who are off work on long-term sick leave. Employees who are unable to work because they have caring responsibilities resulting from coronavirus can also be furloughed. For example, employees who cannot go to work because they need to look after their children.
Employees With More Than One Employer
If an employee has more than one employer, they can be furloughed for each job. Each job is separate and the cap of £2,500 (gross) per month applies to each employer. Where an employee has more than one employer, they can be furloughed in one job and receive a furloughed payment but continue working for their other employer/s and receive their normal wages.
Michelle added: “If an employee has one employer, and is furloughed by that employer, they can receive a furloughed payment and seek additional temporary employment with another employer provided their Contract of Employment permits it and/or their employer agrees.”
Employees Volunteering and Training
A furloughed employee can take part in volunteer work, provided it is not for your organisation or a linked or associated organisation. Furloughed employees can also participate in training, so long as while completing the training the employee does not provide services to or generate revenue for, or on behalf of, their organisation, or a linked or associated organisation.
Michelle said: “Where an employee completes training at the request of their employer, the guidance is clear that there are minimum wage requirements that need to be met for any time spent training while on furlough. This will only impact employees who are normally on minimum wage or close to it, as the 80% furlough payment will bring their wage to below minimum wage for the duration of their furlough. In this instance, employers will need to top-up wages to at least minimum wage for any time the employee spends training at the request of the employer.”
Agreeing To Furlough Employees
Michelle warned: “In general, it is advised that employers discuss furlough with their employees and make any temporary changes to the Contract of Employment by agreement. When employers are making decisions in relation to the furlough process, such as deciding who to offer furlough to, equality and discrimination laws still apply. To be eligible for the grant, employers must confirm – in writing – to their employee that they have been furloughed. A record of this communication must be kept for five years.”
Grant Amounts and Furloughed Wage Calculation
Employers can choose to ‘top up’ employee salaries but are under no obligation to. Employees must not work or provide any services for the organisation while furloughed, even if they receive a topped-up salary. When completing the claim, the claim start date will be the date that the employee stopped working for the organisation and started furlough – not the date the decision was made, or when the employee received written confirmation of their furloughed status. Grants will be pro-rata for employees who are furloughed for part of a pay period.
For employees on a salary, employers will claim for 80% of their last pay period prior to March 19th 2020 up to a maximum of £2,500 (gross).
For employees whose pay varies, for example those who work irregular shift patterns or regular overtime – if they employee has been employed for 12 months or more, you can claim the highest of either the same month’s earning from the previous year or their average monthly earnings for the 2019-2020 tax year, up to a maximum of £2,500 (gross).
If the employee has been employed for less than 12 months, claim for 80% of their average monthly earnings since they started work until the date they are furloughed, up to a maximum of £2,500 (gross).
For employees who have been employed for less than one month, work out a pro rata for their earnings so far, and claim for 80% up to a maximum of £2,500 (gross).
You can claim for any regular payments you are obliged to pay employees, such as wages, past overtime, fees, and compulsory commission payments. However, discretionary bonuses, tips, commission payments, and non-cash payments should be excluded.
Claims Process
To make a claim, you will need the following information:• Your employer PAYE reference number.• The number of employees being furloughed.• National Insurance Numbers for the furloughed employees.• Names of the furloughed employees.• Payroll/employee number for the furloughed employees (optional).• Your Unique Taxpayer Reference or Corporation Tax Unique Taxpayer Reference or Company Registration Number.• The claim period (start and end date).• The amount being claimed (per the minimum length of furloughing of 3 consecutive weeks).• The bank account number and sort code receiving the grant payment.• A contact name.• A contact phone number• The total amount you are claiming for.
Note – HMRC retain the right to retrospectively audit all aspects of your claim.
If you have less than 100 furloughed staff, you will be asked to enter the details of each employee you are claiming for directly into the system. If you have 100 or more furloughed staff, you will be asked to upload a file with the information rather than input it directly into the system. You should retain all records and calculations in respect of your claims.
Tax Treatment of the Coronavirus Job Retention Grant
Payments received by a business under the scheme are made to offset deductible revenue costs. They must therefore be included as income in the business’ calculation of its taxable profits for Income Tax and Corporation Tax purposes, in accordance with normal principles. Businesses can deduct employment costs as normal when calculating taxable profits for Income Tax and Corporation Tax purposes.
Michelle concluded: “This is a confusing and difficult time for everyone, business owners, directors, and employees included. You should aim to have regular and clear communication with employees, as much as is practicable, and do your best to answer their questions or refer them to government guidance.”
As part of most business digital marketing strategies blogging has been put high on the list of priorities.
But, more often than not, it’s something that’s either put off, set to the side or procrastinated about.
As a result businesses are missing out on the chance to truly maximise this fantastic digital marketing resource.
Tina Calder, the Founder of Excalibur Press, has over 20 years’ experience as a journalist and over 12 years’ experience as a multi-platform media professional. As an award-winning business journalist and publicist, Tina knows a thing or two when it comes to writing, creating content, and blogging.
Tina delivered a Lunchtime Learning session facilitated by the Cathedral Quarter BID (Business Improvement District), sharing her top tips to demystify the art of creating good quality digital content.
Why Blog?
Although there are plenty of reasons to start a blog or bring your focus back to your business blog, Tina identified three main reasons:
Blogging enables you to give your potential customers much more information on your products and services, and lets you showcase your experience and expertise.
Blogging about relevant topics helps your website achieve a higher Google ranking.
Content can be used in many ways and can be written to specifically target potential customers, investors, or even employees.
“Blogging is a conscious effort to add valuable content to your website. Maximise the time and effort they take to create by always including a call to action at the end, and re-purposing them on social media channels” said Tina.
“Ideally, you want your blog to break through the noise. Making sure each blog post has a purpose can help this. Blogs should be written to: entertain, educate, inspire, excite, inform, or create an emotional connection, with the ultimate goal being to move the reader to take some form of action.”
Types of Content
And when it comes to what the blog should look at, Tina pointed out there was more than one type of blog post. Some, easier than others to create.
Curated content – gathering information from elsewhere or multiple sources into one themed post.
Evergreen – topics that are always relevant and can be updated periodically.
Re-purposed – older content, or offline content, that can be adapted and updated to be relevant.
Listicles – based on regularly asked or searched for information, a simple blog post with an introductory paragraph and a list.
Opinion and commentary – great if your business is innovative, engaged in current affairs, or if you have an in-house specialist or thought leader.
Collaboration – guest posts or collaborative posts, consider your value chain, suppliers, and complementary businesses who could both provide resources.
“There are loads of resources available on-line that can help you with your blogging journey. Our blog The Content Club by Excalibur Press is just one of these resources – if you need help with any aspect of digital marketing, traditional marketing, or business communications, we’ll more than likely have a blog on the subject.
“Other great resources include Hootsuite for social media posting, Canva for creating imagery, Google trends for seeing what the hot topics are and ‘newsjacking’, as well as ensuring you have a plan for your digital marketing efforts such as a planned content calendar.”
Friends of the festival we hope you’re all well during this chaotic and uncertain time. Sadly, like many other great festivals across the country the Belfast City Blues Festival which was scheduled for the last weekend in June will be postponed.
The wellbeing of our friends, fans, musicians, visitors and Blues family alongside the amazing staff, volunteers, sponsors and festival team who support us every year is our number one priority.
11 years ago I started this journey with nothing but an idea and a passion for music. I wanted to promote this city and the wealth of talent we have both past and present. Little did I think back then when my friends in the business surrounded me with their support that over a decade later I would be celebrating over 22,500 visitors to the festival in 2019.
I am truly touched by the people who set aside time in their diary every single year without fail to attend the various gigs and events during the festival and I love nothing more than welcoming those who have recently discovered us and bringing them into our blues family.
I’m immensely proud of the Belfast City Blues Festival and indebted to every single person who has been part of this wonderful journey over the last 11 years. The great success of this festival is testimony to what we can achieve when we come together as a collective.
We’re currently looking at options for a potentially scaled back festival later in the year but we have to be pragmatic, it may be that we’ll not be back until 2021. But I can assure you, I’ve never let you down before and I won’t start now, we will be back, we’re not going away, we will come back bigger and better than ever and we’ll do everything we can to involve as many of our treasured blues family as we can.
In the meantime watch out for another announcement, we’ll be doing a little bit online to support you all as best we can.
Thank you from the bottom of my heart for your continued support. Please stay safe everyone, we will see you all very soon!
Autism and Covid-19 – when your child takes in everything
WHILE adults are confused and worried by the unfolding Coronavirus crisis, parents of children on the autistic spectrum are faced with the problem of explaining the new world of social isolation and shielding. For mum of two Meta Auden, owner of Spectra Sensory Clothing, the rolling news cycle produced the statement from her niece Emily that if she ended up in hospital, because of underlying health problems she was one of those who would not be saved – something her 19 year old autistic daughter Kirsty took to heart.
Meta Auden Business Owner of Spectra Sensory Clothing
The situation in Northern Ireland has changed so dramatically that children on the autistic spectrum have been left with reliable routines disrupted, no visits to extended family members and little in terms of schooling. Meta is clear that communicating with children on the autistic spectrum is essential given they are seeing so much on the news and online about Covid-19.
“We are bombarded on the news and online with this unfolding crisis,” she said. “But we mustn’t let it overwhelm our children. It is crucial that we take the time to understand it ourselves and communicate appropriately.” “It will be the case that they have questions and we must not try and sugar coat what is a serious matter, especially as it may affect relatives that your child has an attachment to.” And, as Meta explained it can be a challenge in terms of how the information is conveyed.
“The other thing about a child on the spectrum is they take everything very literal,” she explained. “The first time Kirsty heard the expression ‘it‘s raining cats and dogs’ she fully expected to see that.
“When the Prime Minister started an update with the words ‘some of you will die and many die before their time’ I can fully see why those words would impact on a child who looks at the world that way.” Meta and her husband fostered then adopted Kirsty, and whilst they knew she had ADHD, it was later she was diagnosed with being on the autistic spectrum disorder that they began to understand Kirsty behaviour.
But she warns that each child on the spectrum will be different. “When you have met one person with autism, you have met one person with autism,” Meta said. “It is a very wide spectrum and some children are totally non-verbal. Each one will be on a different part of the spectrum, and how they can be supported is best determined by you, as a parent, knowing better than anyone else how to help.”
Despite having cancer post-natal depression after having her son Matthew, as well as high blood pressure, diabetes, heart disease and nerve pain from having a mastectomy and reconstruction Meta started her own business, as she says at the tender age of “57 and three quarters”. It was Kirsty’s issue with clothing that prompted her to start Spectra Sensory Clothing.
“I would buy her clothes and she would never wear them,” Meta explained. “She never told me why, and we had arguments, when she was told off, she would be smirking.”
As she has developed a range of clothing designed specifically for children on the spectrum it has led her to meet other parents, and that connection is vital during the spread of Covid-19.
“The first thing you need to remember is you are not alone in dealing with this. Other parents and carers are considering how to cope and have the same worries that you may have,” Meta said. “If you have a friends network reach out to it through your phone, the internet or social media. “There is a lot of comfort to hear ‘I know what you mean’ from another parent. “The exchange of tips and ideas are vital, even just to have someone to speak to that understands.”
For Kirsty the change in routine has presented challenges.
“She takes the dog a walk around the block every day, but does not want to go near shops because she doesn’t want to see lines of people waiting.” Meta said. “She usually attends Specialiststerne a couple of times a week and these things have moved online with Zoom.
“She doesn’t like that at all and wouldn’t do it at first.
Meta with her daughter Kirsty and niece Emily
“She has taken to do doing jigsaws that she has had for years but never looked at them.” and, Kirsty explained to her mum how she was trying to cope in her own way.
Following on from her niece’s comments about the potential if she went into hospital, Meta tried to talk to Kirsty. “I asked her the other night before bed what were her thoughts on the whole crisis. She answered by saying that she was able to just let her mind go blank. “What she said in her own words was ‘I am talking to you, but my mind is blank, I am not thinking about anything’. What do you say to that?”
Despite being frightened in her own way Kirsty is coping, “I have to say that the whole isolation bit does not bother her at all,” Meta said. “I am not surprised as she never wants to go out and doesn’t even need to talk to people.
“When she was at school, people would feel sorry for her as she went to sit in Senco office on her own to have lunch but for Kirsty that was preferable to large canteen with noise and shoving. “She took a packed lunch, but would not take a drink of anything all day, even with lunch as she was frightened she would have to put her hand up to go toilet.”
With everything that is going, Meta, like any parent would, wishes Kirsty could talk about her own fears.
“There is no way I can get Kirsty to open up about what is going on at the minute, I am sure she is frightened because everybody has said, because of underlying health conditions I am at risk, she even went as far as telling me that if I ended up in hospital I was one of those who would not be saved. “It does mean that I have to hide any fear I have.”
With the daily news cycle and daily updates Meta hopes that parents will avoid situations that will increase stress.
“We all want to know the latest information as it emerges, but the round the clock media coverage can be overwhelming for adults let alone for children with autism,” said Meta. “You need to limit their exposure to it, as well as what you watch. When you watch or listen to the news be prepared to explain, discuss, chat or ease worries. “It might be an idea to check online the latest updates from the likes of BBC News and give yourself some thinking time.”
Meta said that comfort is not always easy to give.
“We all know as parents and carers that there are things that your child reaches out for. Sitting in their favourite chair, wearing one item of clothing that is special, a toy they love, or their pet need to be on hand when stress triggers a response.”
For more information about Meta’s company Spectra Sensory Clothing which sources, manufactures and retails clothing, accessories and other products aimed at people on the autism spectrum go tospectrasensoryclothing.co.uk
With so much emphasis now being put on digital marketing it’s essential that businesses know how to best take advantage of advertising platforms online.
Gil David, the Founder of Run DMG, has spent over 13 years in sales, marketing, and business management, as well as over 5 years running Facebook adverts for a wide range of clients, including beauty chains and e-commerce stores, online coaches, and nationwide fitness franchises.
Having worked with social media advertising budgets from a few hundred pounds to 150k+, Gil was the perfect guest speaker to deliver a Lunchtime Learning session facilitated by the Cathedral Quarter BID (Business Improvement District), sharing six key insights for social media advertising:
1. Pixel
A Facebook Pixel is a piece of code that is generated within your Facebook advert account that can be installed in your website. It tracks user behaviour offering key insights and allowing you to target and re-target potential customers more specifically. To ensure GDPR compliance, make sure you refer to your pixel in your Privacy Notice.
“Pixel is a great tool that allows you to build custom audiences, re-target, and build lookalike audiences on Facebook – you provide a database or current audience and Facebook will find people with similar interests and purchasing behaviour based on a wide range of data points” said Gil.
2. Planning
When it comes to social media and social media advertising, the majority of small business owners greatly underestimate its value, as well as the strategy and planning required for successful campaigns.
Gil explained: “People are not likely to buy your product or service based on one advert. They’ll purchase further down the sales journey. You should be planning the buyer’s journey with multiple campaigns along the way.”
3. People
Putting up adverts that are too broad and generic to appeal to the masses is unlikely to work. Gil recommends honing the definition of your perfect customer so that you can focus on targeting specific groups of people.
Gil asked the delegates: “Who are you targeting? This will influence the images and copy that you use. Where are you targeting? Set your Facebook adverts to target specific geographical areas. Where are they in the buying journey, and why should they care about your product or service?”
4. Pull
Today, we are all bombarded with information, content, imagery, videos, sounds, and advertising. How are you going to draw your customer’s attention to you? Gil recommends the ‘Heresay’ approach: “Here’s what I’ve got. Here’s what it’ll do for you. Here’s what I want you to do next. Here’s why you should do it now. Here’s why it’s safe.”
5. Process
Social media adverts aren’t a dark art, nor is there any one-style-fits-all approach that works for every business. There are some top tips that apply to all businesses – such as strong imagery and good copy – after that it’s a case of trial by error.
Gil said: “Don’t set adverts and leave them to run for weeks at a time. Check in on performance regularly, even daily. Test multiple images with different copy to see which ones work best for your target audience. Pause or stop those that aren’t getting a great response, and invest more into those that are.”
6. Persistence
“7 out of 10 social media adverts will fail. Most people think it’s the other way around” said Gil.
Make small changes to your adverts each time, so you can see which changes are having the biggest impact.
When it comes to marketing your small business it’s not always easy to find the time to dedicate to a sustained campaign.
However, making a few small changes and setting aside some regular time can help businesses to start seeing a difference sooner rather than later.
Andi Jarvis, the Founder of Eximo Marketing, holds an MSc in Marketing and has extensive experience delivering both digital and traditional marketing campaigns for a wide range of clients.
A regular conference speaker and guest lecturer, Andi delivered a LunchtimeLearning session facilitated by the Cathedral Quarter BID (Business Improvement District), sharing seven practical and easy-to-implement digital marketing tips for small business owners:
1. Focus on your customers
It might seem like an obvious tip, but many people can get distracted from their main goal with vanity metrics and chasing after the next “big thing” in marketing. Andi is a firm believer in making sure your marketing efforts are focused on the most important thing to your business – your customer: “Marketing is about getting the message to your customer in a way that they understand, through a channel that has their attention, to get them to take the action that you want them to take” said Andi.
2. Spend what you can afford
The marketing channels and methods available to you to help you reach your customer are always evolving. From print to radio, and from social media to video, there are many tools available to help you share your marketing message. For small businesses especially, this means maximising your marketing opportunities while spending what you can afford.
Andi explained: “Lots of companies ask me how much they should be spending on Facebook adverts, on creating a video for their brand, the simple answer is spending what you can afford. If you can afford to hire a videographer to create a professional video, then go for it. If you can’t, use the tools available to you to make your own.”
3. Use the tools available to you
There are so many tools and resources available now that you don’t need to be an expert to use. One of Andi’s favourites is Canva: “For good quality images and graphics, it helps to use a graphic designer” he said, adding: “If you have a flair for design, that’s great, and tools like Canva can help you create images for social media, your website, etc. If you can use it, make the most of it. If you have the budget for a designer, spend it.”
4. Make your content F.A.B.
People make purchase decisions based on the Features you tell them about, but this information is usually incomplete or too technical. Explain the Advantages and Benefits as well to engage customers and aid their purchasing decision. Andi’s top tip? Tell the story backwards:
Andi said: “Talk about the Benefits first, then the Advantages for the customer, before listing the Features that make the Benefits and Advantages possible. Humans engage with narrative, so tell your customers the story of how your product with benefit them. There will be fewer benefits in comparison to advantages and features, but they are important to identify.”
5. Don’t forget about the dinosaurs
A typical Facebook post has organic reach of around 7% of the page’s total likes. Email has an average open rate of 15-25%. Direct mail can be more expensive but also very effective. Not sure which to use? Go back to asking a key marketing question – where are your customers?
Andi’s advice is: “If you are considering direct mail, target current customers first and spend what you can afford. Useful mail sits around the house for a week or two and gets undivided attention when it is being read. Why not try a blended approach? Stats show social and email campaigns improve following a direct mail campaign.”
6. Always have a plan
Andi explained: “If it’s important for your business to drive new customers and increase sales, why do you only give it a couple of minutes attention, or post sporadically on social media?”
Some form of planning is better than no planning at all. Get a 12-month wall calendar and plan out your marketing campaigns in advance.
7. Customer reviews and testimonials are key
Make it your mission to collect customer feedback and use it in your marketing. Facebook and Google offer user-friendly review options, and for those in restaurants, travel, or tourism, TripAdvisor is still top.
“91% of customers trust a review more than a sales person” said Andi.
“Got a bad review? Think of it as invaluable feedback that you otherwise wouldn’t know about your business, and use it to make your business better. Taking proactive action and responding positively to a negative review is an opportunity to gain a loyal customer.”
When it comes to adjusting to working from home with children in the house some workers have found it easier than others.
Not just that, having to juggle home-schooling with the many other tasks required can make working from home far more stressful than the daily commute to the office.
Michelle Tyson, founder and director of Tyson Wilson Recruitment, says with more and more of her clients giving employees the ability to continue working from home there’s going to have to be flexibility on both sides.
She added: “Whilst working from home might seem like a great chance to spend time with your children and get those odd jobs done around the house while saving time on the daily commute the reality is much different.
“Many households will be struggling to exist together in smaller, confined spaces. Both parents may require desk and work space as well as the children for their homework and some homes just simply will not have the luxury of space.
“Add to that the stress of being a present parent, home schooling, and the many other distractions that come from being a parent or guardian and it can be a recipe for disaster for some workers.
“The most important thing both employees and employers will need to recognise is that for some people productivity will go up and for others it will go down. This doesn’t mean one employee is better than another, it simply means they have different work environments.”
Michelle says becoming “adaptable and flexible” but “organised and focused” are vital qualities to master in order to successfully achieve a work/life balance during lockdown.
She added: “There are many ideas out there of what will make the perfect home working scenario but it’s not a one size fits all situation. It is absolutely imperative to understand that your children have their own personalities and their own individual needs which only you will know best how to deal with. Your space and logistical scenario may be unique, crowded or non-existent too.
“Taking advice is important but also, so is being flexible to create a situation that works for you and your family and ensuring your employer understands where you will be, when you will be there and how they can get in touch with you.”
Here are Michelle’s 12 top tips for working from home with children:
1. A flexible routine
That sounds odd, but the core of it is that while a routine is vital for you and your children, it will be disrupted simply because they are children… Ideally you can set out break times that reflect your normal working practices that the children can follow too, but just be prepared to change. It might be that you take more breaks and complete the tasks after they go to bed, or if they are teenagers before they get up.
2. Communicate
Your boss needs to know that you are working at home with your tiny terrors. Ask for reasonable deadlines for work, update them when things will be ahead of schedule or slightly behind.
If your workplace has a joint working app or calendar this can help, but nothing beats a quick call, text or email. Try to stay off WhatsApp and their ilk as you will become easily distracted.
3. The 10-second rule
Every parent should know this but is worth reminding ourselves. Your lovely child will, at some point demand attention. Even if you are in the middle of a complex task or with a deadline looming. It is too easy to snap at them. You wouldn’t do that in the office, so don’t do it now. Count inside your head to 10, discuss it, or explain that mummy/daddy will be with them in five minutes or 10 minutes. Ask them to set a timer, set yourself one and hopefully any temptation to shout will be gone.
4. The magic of headphones
They really can be magic. Whether it is a conference call or just listening to some music make sure you explain to your children that when you have your headphones on you are not to be disturbed.
5. Workspace
Whether it’s a bedroom, dining room, or the conservatory you need to have a space that you can set up all the equipment you need, including some extra areas if needed. Try to avoid spaces used by the rest of the family such as the living room or kitchen.
6. Homework/home schooling
Your children may or may not have been given tasks by their school. It is important that you treat it the same way you would if you are making sure they complete their homework by a set time, ready to be checked. If they have questions or are having difficulties, you can take a break to help, but just a short break.
7. Work buddies
There will be other people in your work that are going through the same experience. Keep in touch with them, exchange hints, moan to each other, laugh at the absurdity of home schooling and working at the same time, whatever it takes.
8. Exercise
You will probably be sitting down for most of the day. So will your children. Make sure to get up, stretch, move around. You can’t usually do that in the office, but you’re at home. Make up some fun games with the children, look up some of the online resources for children’s exercise and join in. And, with them get out, walk the dog, jog around the park, just make sure that you all get fresh air and daylight, remembering to keep social distance from anyone also out.
9. Task allocation
At work you may have a routine that the various tasks in every project are allocated, with the timing understood. Can you do the same at home with children? Yes, but only by thinking it through. Can your youngest tidy away their toys in 30 minutes in an exchange for a treat? Can your stroppy teen earn goodwill points towards a gift by washing the dishes? The goodwill points are something all children can understand (smiley faces for younger children) and will eventually see them getting down to eagerly helping out with tasks.
10. Limit screen time
For you, your children and anyone else make sure you have limits on screen time. It will be difficult but worth it.
11. Time off
No weekend, evening or early morning work. If you don’t normally work outside office hours don’t start now.
12. End of day procedure
You’ve finished your tasks for the day, it’s five-to-five. Make a note of what you have completed and a note of tomorrow’s tasks. Close the laptop, pour yourself a cuppa and spend some time with your children. Perhaps once or twice a week have set activities: a movie night when the entire family agrees what to watch; a board games tournament across several evenings; or, learning something new such as chess or a craft – just as long as it isn’t members of the family learning a musical instrument – that way madness lies.
If you are in the position where you need to take a break from your current position or want to add to your income during these uncertain times Tyson Wilson Recruitment are currently recruiting a number of temporary and permanent roles.
The ongoing crisis of Covid-19 has many of us extremely worried, given what we have seen on the news about what is happening across these islands and the unfolding picture across Europe.
However, the confusion we experience can be multiplied several fold for children on the autistic spectrum where the confusion, disruption in routine and school closures can be distressing.
For parents and carers they will know where their child is on the range, and what information they can absorb.
Meta Auden of Spectra Sensory Clothing, who has a daughter on the autistic spectrum, said that this is a distressing time for parents.
“We are bombarded on the news and online with this unfolding crisis,” she said. “But we mustn’t let it overwhelm our children. It is crucial that we take the time to understand it ourselves and communicate appropriately.”
Meta said that a lot will depend on how information is conveyed.
“It will be the case that they have questions and we must not try and sugar coat what is a serious matter, especially as it may affect relatives that your child has an attachment to.
“The first thing you need to remember is you are not alone in dealing with this. Other parents and carers are considering how to cope and have the same worries that you may have.
“If you have a friends network reach out to it through your phone, the internet or social media. There is a lot of comfort to hear ‘I know what you mean’ from another parent.
“The exchange of tips and ideas are vital, even just to have someone to speak to that understands.”
“These and other resources can help guide you in discussing the issues with your child,” said Meta. “However, the right here and now is when we have to confront the disruption.
“The disruption to routine must be explained. Why they cannot visit their grandparents, why they cannot go to school, and so on must be explained frequently and with cool, simple understood terms.”
She was keen for parents to avoid situations that will increase stress.
“We all want to know the latest information as it emerges, but the round the clock media coverage can be overwhelming for adults let alone for children with autism,” said Meta. “You need to limit their exposure to it, as well as what you watch. When you watch or listen to the news be prepared to explain, discuss, chat or ease worries.
“It might be an idea to check online the latest updates from the likes of BBC News and give yourself some thinking time.”
Meta said that comfort is not always easy to give.
“We all know as parents and carers that there are things that your child reaches out for.
Sitting in their favourite chair, wearing one item of clothing that is special, a toy they love, or their pet need to be on hand when stress triggers a response.”
Meta said that all parents know that the distraction techniques that work best for their child, but the emphasis on regular handwashing could be an issue.
“We all want to keep everyone in the household safe but trying to explain to a child on the autistic spectrum the importance of regular washing can be challenging. Try and work out what will work best. The advice of singing for 20 seconds may be of help, but even more might be the videos online that explain it such as the one where someone uses black ink to show how to wash hands is useful so that they understand how thorough it needs to be. Make a game of it, if possible. ‘Let’s kill the invisible germs’ or such like can make it fun.”
The importance of issues such as coughing and sneezing, Meta said, can be tricky.
“Remember the simple advice: Catch it, Bin It, Kill it and repeat over and over again.” One area that might be a real issue is when your partner returns from work if they are a key worker.
“The advice, rightly so at this time, is that they should change their clothes, and wash or have a shower before contact with any member of the family,” she said. “If games work for your child, get them to time how long it is before they get to see their mummy or daddy after they get home. For some children they can see how much time it takes each day and if mummy or daddy can be quicker.”
However, Meta said that with the spread of Covid-19 there may come a time when your child needs medical support.
“The thought of your child having to go into hospital, without support is frankly terrifying,” she said. “Remember that this is unlikely, and that the vast majority of children experience mild symptoms. If you have to contact your GP or out of-hours service, make sure that you explain your child’s circumstances.
But Meta said that above all, keep calm: “If we as parents can keep calm, discuss everything in a way that you know will be absorbed and do not emphasise it this will be reflected in your child.”
Of course there can be challenges in visualising the issues for younger children. “There is a great resource on www.littlepuddin.ie with pictures and simple terms that can be downloaded and might be useful to print out and have at hand.”
Above all, Meta said, take care of yourself and your own mental health.
“This is a troubling time,” she said. “We are worried and concerned about our child and family circle. We will all be doing our best, but we should know that this will pass in time.
And, remember that our child is the gift that we never expected, with a character that sets them apart and deserving every second of our love.
“Look after yourself, look after your family and communicate as much as possible and as frequently as possible for each other.”
For more information about Meta’s company Spectra Sensory Clothing which sources, manufactures and retails clothing, accessories and other products aimed at people on the autism spectrum go to spectrasensoryclothing.co.uk
