Ever checked out a company on LinkedIn to get a feeling for their culture, philosophy, product offering? Of course, there’s always their website, full of relevant information (you hope!) but a good LinkedIn page provides the perfect microcosm. Ever navigated to a company page that’s just… lacking?

Now, flip that around; as a business, it makes sense to ensure your LinkedIn page gets just as much love as your website.

The ‘Why’

Optimising your business’ LinkedIn profile will have several benefits, including increased engagement and lead generation. By making sure your profile is complete and up to date, you can help potential new followers and customers find you more easily. It also helps in ensuring they get a better sense of what your business has to offer, and how you can help them.

One of the key benefits of optimising your LinkedIn profile is that it can help you build your brand and establish yourself as an authority in your industry. By sharing valuable content and engaging with your followers, you can demonstrate your expertise and build trust with potential customers.

Another benefit is that it can help you generate more leads. By including clear calls to action (CTAs) and making it easy for people to get in touch with you, you can encourage people to reach out and learn more about your business, and the solutions you provide.

Whether you’re a small business owner or a large corporation, taking the time to make sure your business LinkedIn profile is performing effectively can help you connect with potential customers and grow your business.

That’s the why… if you’re interested in the how, why not get in touch for a chat?

You may have seen the news…effective June 26th 2023, LinkedIn will be removing the ability to create carousels within the platform.

The announcement was made by the LinkedIn team, who received creator feedback that suggests carousels aren’t facilitating the ability to share all members’ experiences and knowledge.

Although this news may seem discouraging, there is no need to worry. The current carousels on LinkedIn will still be viewable and accessible to viewers.. However, no new carousels can be created after June 26th.

So, what are the options for those who want to share information using the carousel format?

LinkedIn has given creators an alternative. Instead of creating carousels within the LinkedIn tool, the platform has added a feature to upload carousels as PDFs. To do this, click the ‘More’ button on your post and select ‘Add a document,’ where you can upload your carousel as a PDF.

If you need support on creating and posting your new carousels, get in touch with our Digital and Creative teams.

What’s your career background, in brief?

I started my career in PR. Though, with life’s strange twists and turns I ended up working in finance for just over a decade before taking the ‘it’s now or never’ plunge back into PR in 2020 and haven’t looked back. I’m currently a junior account manager here at Whiteoaks.

What’s the most challenging job you’ve ever had?

After uni, a friend of mine and I went to live and work in the Netherlands for five months for our first bit of ‘real life’ experience in the big wide world. The job itself was fine but the majority of those working with us (and living with us, in an old army barracks of all places) were Polish. We couldn’t speak Polish and they couldn’t really speak English. So, at first, this inability to communicate was extremely challenging, lonely and frustrating. But, as time went by, it was surprising at just how much could be communicated with a gesture or expression (and a bit of extremely broken Polish/English thrown into the mix). By the time we left, we walked away with some really great memories, good friendships, many life lessons learnt – and knowing a lot more Polish.

What did you want to be when you grew up?

A lawyer

What apps, technology items and gadgets can’t you live without?

I couldn’t live without Spotify on my iPhone and my earphones.

What’s the best advice you’ve been given?

When someone shows you who they really are the first time, believe them.

Name one thing about your job that gives you a sense of satisfaction or makes you leave the office smiling…

Receiving good feedback from a client, whether it’s on a great piece of coverage achieved within a publication they really wanted to appear in or whether it is to do with how well the team is working together while ensuring that the account in a great position, knowing the client is happy and likes what we are doing gives me a great sense of satisfaction.

What are you reading, watching or listening to at the moment?

I have just finished watching Firefly Lane on Netflix and I am currently reading It Starts with Us by Colleen Hoover (which is the sequel to It Ends With Us). I would recommend all three.

Cabin in the mountains or house on the beach?

Both! Cabin in the mountains in winter and house on the beach in summer.

By Ellie Nash, Senior Digital Account Executive

LinkedIn recently launched a new feature which allows users to reach their target followers organically, without spending a penny. So what does it mean and why is it a good thing?

Well, until now targeting was only available for paid campaigns. However, this latest feature empowers you to customise your organic posts according to your follower traits such as company size, industry, job function, and others. Now you can engage with the followers that are most valuable to your business and provide them with specific content that is suitable for their needs.

Benefits of LinkedIn organic targeting include:

  1. Reach the right audience: By targeting posts to specific followers, you can ensure that content is seen by the people who are either the most likely to engage with it, or that you most want to engage with it.
  2. Increase engagement: When content is seen by the right people, you’re more likely to see higher engagement rates such as likes, comments, and shares.
  3. Improve conversion rates: Targeting posts to specific followers can increase the likelihood of conversions, whether that means website visits, form fills, or other desired actions.

To track the success of your targeted posts, we recommend using LinkedIn’s metric tools. These tools make keeping up with progress and engagement easier. Being able to track metrics such as views, impressions, clicks, and engagement helps refine target audiences and optimise content to achieve higher engagement levels for next time.

Interested in learning more about this new tool and how to implement it within your social media strategy? Contact our team of social media experts on 01252 727313 or Digitalpractice@whiteoaks.co.uk.

What’s your career background, in brief?

I studied PR at university, which included a year’s placement in a London-based agency. Following graduation – I joined Whiteoaks as a JAE about a year and a half ago, as my first post-uni, PR role. And now I’m Account Executive.

What’s the most challenging job you’ve ever had?

I worked in a kitchen showroom when I was about 16-17. Selling kitchens to customers, as a then-teenager with an admitted lack of culinary skills, wasn’t the easiest of tasks – but a great lesson in adaptability!

What did you want to be when you grew up?

I originally wanted to be a member of the S Club Juniors. Once I realised that dream might not be attainable, it remained in the music realm, and I shifted gears to either a music journalist or reviewer.

What apps, technology items and gadgets can’t you live without?

I’m practically joined at the hip to Spotify and my AirPods. Almost every moment of my day is usually accompanied by some form of a soundtrack.

What’s the best advice you’ve been given?

Put yourself first.

Name one thing about your job that gives you a sense of satisfaction or makes you leave the office smiling…

Getting to see a new piece of client coverage go from pen to paper.

What are you reading, watching or listening to at the moment?

The likelihood is I’m usually watching RuPaul’s Drag Race (it’s feelgood TV and my equivalent of any mainstream sports tournament – the queens are absolute masters at what they do!). And I’m always listening to Beyoncé – her Renaissance album has remained in heavy rotation to me ever since it was released.

Cabin in the mountains or house on the beach?

Cabin in the mountains… as long as there’s Wi-Fi.

By Hayley Goff, CEO

Money doesn’t grow on trees…When I was growing up this was a favourite pearl of wisdom from my mum. Now, as an adult and more notably as a CEO, I can fully appreciate it. Every pound counts – and with budgets and economic conditions being what they are, those pounds are highly scrutinised. Even though you’re likely the one doing the scrutinising, as a business leader you’re answerable to your board and your shareholders. Part of your remit is to refine your focus areas, your goals, and forge the best path forward to make them happen – all within the constraints of budget. And with departments clamouring for more, how do you prioritise what needs to be done?

One of those departments is marketing, stating with absolute certainty they can help you drive the business growth you’re after. Sounds like a win-win – but again, you’re balancing keeping shareholders happy with achieving your organisational objectives. In theory, the two are inexorably linked. In practice, you’re still scrutinising that spend to make sure you’re getting the expected return.

So how do you ensure your business is getting the right return on investment from marketing? Is marketing even worth it?

Emphatically, yes. But where do you start?

Trust your marketing leader.  As CEO, you can’t be expected to know everything about marketing and lead gen – whether you have an internal team or fully outsourced support – take advantage of those capabilities and trust their consultancy. It also goes without saying that you and the business need clarity in terms of what you’re trying to achieve and this will influence the brief for marketing. Importantly, based on that, agree KPIs with your marketing team to guide delivery and hold them to account.

If you don’t have internal marketing resource (or even if you do and it’s not quite as mature as it could be) evaluate whether you need external agency support. I appreciate you may have been burnt in the past with agencies and left wondering about the value that was delivered (you’re not alone) but they can be helpful in helping you reach those growth or awareness objectives. They can be mobilised quickly and offer the added benefit of having specialist skills in the right places, able to either take on your whole marketing function or become an extended part of your existing team.

Important to note here that if you do decide to use an agency partner (or partners), make sure they’re the right fit for your business – not just in terms of skills and specialisms, but also when it comes to culture and (of course) targets and ROI. Ensure your marketing team establishes KPIs against the plan that they and agency partners are delivering with regular performance updates – if you are exploring agencies only work with ones that can clearly define a scope of work, budget and performance commitments so you are clear on the ROI that any investment will deliver.

With established KPIs you and your marketing team (or external partners) can measure impact. You are making a significant investment (again, be it internally or with agencies) and it should be clear how marketing communications is performing and supporting the business achieve its goals. Understanding what is working so you can replicate success and where things haven’t worked to understand why and adjust accordingly.

Resist the urge to bow to economic pressure and apply the brakes if you don’t see immediate results – an agency should deliver tangible assets from very early on but this doesn’t necessarily mean in month one the MQLs will see a massive spike. PR and marketing needs a sustained effort to deliver maximum impact, and cutting marketing often means cutting the new business pipeline. In the same vein, avoid the temptation to do ‘a little bit of everything’. Instead, prioritise your marketing critical activities, establish success and then scale.

Each business is different – but we all face some of the same pressures and the same scrutiny when it comes to spend, whether that is on marketing efforts, product development or digital transformation. The key to success, is establishing objectives and having the right facts and figures to prove ROI. Of course the bits in the middle are also important, but will be guided largely by your goals.

If you’d like to start a discussion about any of the above, please get in touch. Or subscribe to receive more of our content.

By Bekki Bushnell, Associate Director

We’re all having to do it – justify that spend in marketing & PR. Especially in tougher times. Unsurprisingly, we’re in the same boat; it’s not just a challenge for our prospects and clients. We also have to prove to our Board or senior management team that our efforts are worth the investment, and as budgets are tightened, this becomes more of a focus.

Speaking from experience, it helps to start off on the right foot by making sure your marketing objectives are aligned to organisational goals with a clear strategy in place to realise them. Sounds simple enough. But often, when the company adjusts its goals in response to market conditions or internal changes, those same adjustments aren’t carried through to the marketing plan.

The next step is building trust with your board or senior management team using the results you’ve achieved for the business and ROI to garner goodwill, which ultimately equates to more budget or fewer cuts.

When budget cuts are decided, PR & marketing are nearly always first on the chopping block. We’ve said it before and we’ll say it again – don’t do it. According to a recent PRWeek article, brands that don’t cut spending on PR & marketing during a recession experience far greater sales than their competitors when coming out of it – 256% in fact. This alone won’t necessarily sway your board or SMT, so you’ve got to keep them in the loop.

Now I’m not suggesting they need to know the minutia of what you’re doing and every tactic that your strategy entails – rather keep it to high-level updates looking at performance against KPIs to meet the business objectives supported with  data-driven insights that can help the organisation improve or take action on.

In the same vein, when developing your strategy in the first place, involve the stakeholders, be it board, management team etc., as early as possible. It’s a lot easier to get buy-in if people feel like they’ve been involved from the beginning. Again, it’s not about getting them involved in the finer details, rather including them in critical meetings and getting in face time with your partners. All of which helps build that confidence and support internally.

To recap:

Set objectives: Start at the beginning by ensuring your marketing strategy is aligned to the wider business goals

Manage expectations: Be clear on your short- and long-term objectives. Identify where the quick wins will come from and what will take a more sustained effort.

Set measurable KPIs: With KPIs that are aligned with the broader business objectives you should report back regularly on progress (at least quarterly) on the plan. If you’re working with suppliers, apply the same logic. Ensure you’re clear on what the investment is and expected results.

Proactively communicate: Update the board or senior team on your progress, being clear about results against your KPIs. This will help build the profile of the marketing department.

Replicate success: Understanding what works (and what doesn’t) is key to replicating that success across other marketing campaigns and likewise discontinuing or tweaking what isn’t working. Don’t keep doing the same things if the results aren’t as expected; show you’re listening to the data and taking action.

Don’t roll over: Don’t let your board or senior team cut your budgets without defending them! People want to do business with brands that they know will deliver in the way they need. If you stop spending on PR & marketing you’ll lack the ammo to help the wider business deliver on that – so be sure to point out the implications and impact of cut budgets.

If you’d like to start a discussion about any of the above, please get in touch. Or subscribe to receive more of our content.

 

What’s your career background, in brief?

Life-long marketing / communications bod. Focused on PR for over 10 years before moving into social media, which I’ve now been doing for more than 15 years. And now I am Head of Social here at Whiteoaks.

What’s the most challenging job you’ve ever had? (For example, waitressing, selling items in a summer fair, PR account manager)

Selling ad space in a magazine. On the plus side, the other part of the business was executive car hire, so I got to drive a Ferrari around London when I was 21 years old 😊

What did you want to be when you grew up?

Professional tennis player. I nearly got there, but a back injury put a halt to everything.

What apps, technology items and gadgets can’t you live without?

My phone (obviously), and my Garmin golf watch.

What’s the best advice you’ve been given?

Live to work don’t work to live.

Name one thing about your job that gives you a sense of satisfaction or makes you leave the office smiling…

You can’t beat positive client feedback for a job well done.

What are you reading, watching or listening to at the moment?

Just finished the TV series, Gold, which was excellent. Loving Andor and The Mandalorian (which I watch with two of my daughters who are avid Star Wars fans 😊). And I’m a bit of a Rick Shiels YouTube fan.

Cabin in the mountains or house on the beach?

Definitely torn on this one… I’d have to go with house on the beach though.

What’s your career background, in brief?

I joined Whiteoaks International as a Junior Account Exec after finishing my degree in Management and Marketing at the University of Exeter, after doing work experience here the summer before and thoroughly enjoying it.

What’s the most challenging job you’ve ever had?

I got my first job at 14 in a coffee shop and whilst I loved it at the time, it was full of lots of busy weekend shifts constantly smelling customers bacon sandwiches and toasties and not being able to eat them!

What did you want to be when you grew up?

Ten year old me wanted to be an astronaut or a magician’s assistant… how things have changed.

What apps, technology items and gadgets can’t you live without?

I first downloaded the app TikTok during the pandemic, but I am still guilty of spending far too much time on it, usually watching satisfying cleaning videos or compilations of other people’s dogs.

What’s the best advice you’ve been given?

Think positively and positive things will happen.

Name one thing about your job that gives you a sense of satisfaction or makes you leave the office smiling…

Working within a team of great people in a lovely office environment and importantly also the delivery of croissants on a Monday.

What are you reading, watching or listening to at the moment?

I have recently just re-read one of my favourite books called ‘Nine Perfect Strangers’ by Liane Moriarty, which is about a wellness retreat with some very unorthodox methods and is full of lots of twists and turns, if you haven’t read it, you definitely should.

By Vicki Curtis, Head of Media

Your quarterly meeting with the board is coming up. You’ve launched a great campaign this quarter with incredible media results that you and your PR agency are proud of – you could say it’s  career defining! However, you know the million-dollar question they are going to ask at the meeting – this is great, but how will all this impact our sales?

With budgets tightening due to the economic issues, boards, and those that hold the purse strings, are certainly placing more focus on measurement and return on investment than ever before. Especially when it comes to PR and marketing.

As you know, PR is something that has come under fire for decades and calculating a return on investment and comparing it to other marketing disciplines is one of the biggest challenges in the industry. But how do we overcome this challenge? What methods and metrics are at our disposal to enable us to demonstrate the impact PR is having?

Starting off on the right foot

Before you start work on a campaign, there needs to be agreement and collaboration from the outset with your PR agency. The first step is defining your objectives – what do you want the campaign to do? Who do you want to reach? From there, align those objectives with the wider business goals. The rest flows from here; a strategically aligned scope of work, KPIs and the commitments an agency will make based on your investment. It is the latter that is perhaps most important. What guarantees will your PR agency make in terms of business impact? For example, many agencies won’t go as far as guaranteeing coverage but we see this as a vital step in putting our money where our mouth is. My colleague Bekki Bushell covers this very topic in her blog.

A key requirement in this process is having the right messaging and content to ensure we can meet targets and get the right message in front of the right audiences. This isn’t a one-off; rather, it requires proactivity and evaluation throughout the relationship. Which ties into my next point…

It’s all about the audience

It’s not all about coverage…once a campaign starts, you can’t just measure results by counting the pieces of coverage. PR and the way we measure impact has moved on significantly over the last few years. As has the way we present it; becoming more sophisticated to demonstrate that PR is making a valuable contribution to the business – and ultimately the bottom line. And this is where an audience-centric approach to measurement comes in.

By demonstrating how your campaign activity reached the desired target audience (audience visibility), the response and reactions of the target audience to the activity (audience engagement) and the effect of the campaign on the company’s goals and objectives (audience impact) you are on your way to really validating the impact your work is having and showing a true ROI.

How can we help you?

When it comes to measuring that impact, we work with you, give you the tools and insight to be able to show how that career defining campaign has reached the right audience and ultimately had an impact on their perception of your brand. But most importantly, we can help you to use this insight to improve and amend campaigns in the future!

If you’d like to hear more about our approach to measuring impact, and how you can incorporate measurement into your campaigns from the outset, feel free to get in touch or subscribe to receive more content.