Category Archives: Marketing

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3 Ways to Achieve your Career Goals

By Morgan International Staff Writers

Climbing the career ladder is rarely achieved without great effort, whatever industry you are in - it’s very easy to lose motivation along the way. With this in mind, here are three tips to help you stay on track and realise your dreams.

·        Know your long-term plan

You probably have an idea in mind about how you’ll develop your career, but without a specific and detailed long-term plan, it’s easy to veer away from your ultimate goal. If you decide where you want to be in five years for instance, you can work backwards to establish the practical steps needed.

Maybe you’ll identify in-house work opportunities or take part in training workshops, for example, that offer an insight into your dream role. But you should also research any external courses/qualifications that could help you attain your goal.

By writing down a plan of action, including these detailed steps, you’re more likely to succeed and achieve your aims, than if you work on a vague idea with no firm basis.

·        Check your resumé and professional online profiles

Whenever you take steps towards your goal, however small, include them within your LinkedIn and other professional profiles – this will demonstrate your drive and dedication to existing and potential employers.

Regularly updating your professional profile is very important career-wise, and helps you gain exposure within your industry. Don’t forget to also amend your resumé, using any specific industry keywords that could help to get you noticed.

·        Networking

Many of us network online without even thinking about it, but when was the last time you attended a networking event in person? This face-to-face connection and casual conversation with others in your industry, is more memorable than a quick email or social media post.

It establishes your presence, allows you to articulate what you can offer, and conveys your aims, goals and wishes for the future. Personal branding is an important aspect of any career.

The phrase, “People do business with people” is a strong reminder of why you need to get out into your business community, and make an impression on influencers in the industry.

Let us help you achieve your goals – we offer a wide range of professional courses and qualifications. Have a look through our website for more information and detailed course guides.

 

 

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6 things successful content marketers have in common

 

By Morgan International Staff Writers

The vast majority of marketers implement content marketing strategies, but that’s not to say that they are all effective or successful.

Here are six things that successful content marketers have in common…

They plan

The key to a successful content marketing campaign is all in the planning. Great content marketers understand this and start any campaign by outlining their aims and objectives, and clearly laying out how they’re going to achieve them.

Of course, that’s not to say that once you’ve documented your strategy it’s set in stone, far from it. Instead, you should continually review your strategy, updating it in line with your findings and results.

They’re organised

With numerous social media networks and blogging platforms typically involved in any one content marketing campaign, things can quickly get out of hand and overwhelming! A successful content marketer understands that organisation is absolutely crucial when it comes to keeping everything on track and running smoothly.

And, if you’re not naturally organised, don’t worry, there are plenty of tools out there to help you!

They’re note takers

Successful content marketers always have a notebook or the notes page of their mobile device open. Whenever an idea comes to mind, they write it down. They might turn out to be the next big idea, or they might never leave the pages of the notebook, but at least they’ll be there when you need them.

They’re ahead of the trends

In any industry, it’s important to stay up to date with the latest trends and developments. But, in the the fast-paced, tech savvy world of content marketing, it’s absolutely crucial that you remain one step ahead of the latest developments and the competition.

If you lag behind, you risk looking out of touch and ill-informed.

They embrace their network

Successful content marketers understand that relationships are absolutely key. After all, knowing the right people can open countless doors for exposure, engagement, and affiliation. So keep networking, reaching out, and building relationships, not only with contacts in your industry, but also with thought leaders and influencers.

They refuse to compromise on quality

Successful content marketers are truly committed to delivering the highest quality content at all times – with no exceptions.

It’s increasingly difficult to stand out in the crowded world of content marketing, but by staying committed to quality, you stand every chance of achieving just that.

Want to know more?

To find out more about content marketing, get in touch. Our digital marketing courses are designed to help you further your marketing career and equip you with the necessary skills and experience to optimise your performance in the modern marketing environment.

 

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Artificial Intelligence: Its Influence on Life and Work

By Morgan International Staff Writers

Artificial intelligence (AI) has changed the way we work and access information. Its power has been harnessed by companies of all sizes seeking a commercial advantage via enhanced customer interaction, and faster processes.

You may not even be aware you’re using artificial intelligence technology, so entrenched has it become in our digital society. So what are some of the commonly-used pieces of AI software, and how do they help in our everyday lives?

·        Digital assistants

Digital personal assistants are voice-activated, and can help you organise your life by carrying out certain tasks. These might include reminding you of an upcoming meeting, for example, checking the weather forecast before you leave the house, or playing your favourite music on demand.

·        Smart cars

Autonomous vehicle software is programmed to ‘teach’ the car how to react in a range of pre-defined situations. Driverless technology includes rotating cameras that identify objects within a certain distance, lasers, sensors, and GPS receivers intended to avoid hazards and negate the need for human action.

It is, perhaps, only a matter of time before haulage and fleet vehicles become involved in this revolutionary change, affecting the way we carry out business on a large scale.

·        Online helpdesk

Links to online customer ‘chat’ software are now a common sight on business and e-commerce websites. The technology enables consumers to obtain instant answers to a range of pre-defined queries about products and services.

Although they have their limitations, ‘chat bots’ as they are also known, allow organisations to provide efficient customer service without the cost of employing additional members of staff.

·        Consumer information

Artificial intelligence is a powerful way for companies to gain a competitive advantage by tracking changes in consumer shopping patterns. It has transformed the way firms market products and services to their customers, and allows them to adjust commercial plans when necessary.

AI technology is able to collect vast amounts of detailed information, collate it into a usable form, and utilise the data to increase sales and encourage customer engagement.

Browse our courses and qualifications to stay ahead of this ever-changing aspect of employment.

 

Brand storytelling: What it is and how to make it great

 

By Morgan International Staff Writers

Many people assume that, as long as their company has a popular and appealing product, it will be easy to market to their target audience.

But the fact is, having a great product isn’t enough to make your business great. If you want to distinguish yourself from other brands in your industry, you also need good story telling. After all, people always remember good stories, so one that personifies your brand will help you to position yourself in the most effective way.

So what is brand storytelling?

Brand storytelling is all about connecting with your audience through stories, by appealing to their emotions and engaging their interest.

What’s more, in a competitive market, good brand storytelling can really set your business apart.

How do brands tell their stories?

The key components of great storytelling are:

  • Who you are
  • What you do (specifically)
  • How you solve problems
  • How you add value and care
  • How you engage and contribute

Although the key components have essentially remained the same, the way in which companies tell their stories has undoubtedly changed. Whereas once brand stories were told by advertising or PR articles, today the focus is very much on social media and crowd-sourced content.

How do brands make their storytelling great?

If you want people to engage and resonate with your brand story, it needs to be authentic. With this in mind, it’s vital that your story is credible if you want it to resonate with your target audience – a strong story will bring your key messages and core values to life in a way the consumer can believe in.

Take The New Covent Garden Soup Company for example. Their brand story is based on the company’s founder needing a warming lunch after a morning spent sailing. His mother quickly put together a bowl of fresh soup and, as they say, the rest is history. The story also refers to the brand asking staff to bring in old family recipes. As well as creating the essence of their brand, this prime example of great storytelling helped to generate much-needed publicity during the company’s early days when their marketing budget was limited.

Part of being authentic means sharing your failures and setbacks as well as your successes. Rather than trying to hide things such as health and safety issues, data breaches, etc. Many brands have turned their fortunes around by sharing compelling comeback stories.

 

 

 

Want to know more?

To find out more about brand storytelling, get in touch. Our social media courses are designed help you further your marketing career and equip you with the necessary skills and experience to optimise your performance in the modern marketing environment.

 

 

 

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You don’t need to be born a leader – it’s a skill you learn and develop

By Morgan International Staff Writers

“ The most dangerous leadership myth is that leaders are born - that there is a genetic factor to leadership”¹ - so explains leadership expert and author, Warren Bennis. This simple fact provides motivation and encouragement when you’re about to take the next step on your career path.

So, as good leaders are made rather than born, what are the skills needed to be effective and respected in a leadership role?

·        Communication

Even as a great strategic thinker, the best ideas are unlikely to become reality if you can’t convey them clearly and succinctly. This applies to both oral and written communication, but it’s also worth remembering that good listening skills are crucial.

If you don’t listen carefully to the people surrounding you, it’s unlikely you’ll be effective in the role of leader. By improving your communication skills, you’ll be able to set a good example, inspire people to achieve the best results, and provide the motivation that’s needed in tough times.

·        Decision-making

The ability to make clear and reasoned decisions is a key skill for leaders. Good decisions rely on being able to define an issue, identify and analyse a range of solutions, and evaluate the benefits/risks of each one.

Establishing a strong and effective decision-making process helps you structure and explain your reasoning to others if necessary. It also provides a solid foundation from which to develop as a leader, and make a tangible difference to your company.

·        People-management

People skills may be underrated in some organisations, but knowing how to deal with peers, bosses and clients, tactfully and with empathy, can significantly boost your career.

Your technical knowledge and expertise at work may not be in question, but when you fail to treat your colleagues with respect and understanding, it can seriously affect your progress.

People-management is a learned skill that you develop along the path of your career – it involves getting to know how people are likely to react in certain situations, and treating everyone as an individual.

Developing strong leadership skills allows you to stand out amongst your peers, and propel your career to the next stage. Boost your confidence and reach your potential by checking out the courses and workshop on our website.

 

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#success! How hashtags can help you get more out of Instagram

By Morgan International Staff Writers

What’s worse than seeing someone’s over-filtered dinner appearing on your Instagram feed? Probably when it’s followed by thirty million hashtags proclaiming said dinner to be #delicious, #homecooking, #vegan or even (gasp) #foodporn.

Love them or hate them, hashtags are here to stay. And if you’re using Instagram for marketing more than just for making your friends jealous, you need to know what you’re doing. If you’re struggling to know which hashtags to use, when to use them and just how many you can get away with adding to your posts, we’ve got the answers for you right here.

What’s so great about Instagram hashtags?

Unless you’ve been living under a rock, you’ll already recognise the format of a hashtag. Essentially, we’re talking about some carefully chosen words or phrases, prefixed by the hash (#) symbol. They’re used not just on Instagram, but also on Twitter, Facebook and any number of other social media channels for approximately the same purpose.

Hashtags help to categorise content. By using the right hashtag, you can help new users to discover your content, thereby garnering more comments, more interaction and more followers. In fact, research shows that Instagram posts which used one or more hashtags enjoyed increased engagement to the tune of 12.6 per cent. Now that does sound appealing.

Top tips for using Instagram hashtags

We’d all like more engagement on our Instagram posts, so here’s some outstanding advice for getting the most from hashtags:

  • Hide your hashtags: This is a pro trick, and will stop your posts looking spammy and overly taggy to your followers. To do this, insert five dashes or periods at the start of your comments, each one with a line to itself and with no space after it. This will ensure other Instagrammers see only ‘…’ after your name, and the hashtags are hidden. People will still find your content, but it will look much neater and more professional.

 

  • Research your niche: Every industry has some key social media influencers. Find out who yours are and learn from the best. See what tags they use, see what tags others in your niche use, and spend some time in the community of your audience to see what is getting the best response.

 

  • Mix popular with not so popular: If you’re using hashtags that are getting millions of posts every hour, your content is going to slip down the list at lightning speed. There’s no shame in using one or two popular hashtags in each post, but try to find some really niche ones too, so that your post hangs around in the search results for a bit longer.

 

  • Use ALL the hashtags: You’ve got a quota of up to 30 hashtags to use in your posts, and the verdict on what the magic number is can be a contentious issue. Popular Instagrammer Louise Myers found that, when it came to her following, more really was more. Her stats discovered that 11 or more hashtags meant 442 per cent more engagement over using none, and double that seen when using 1 – 10. If you’re looking to grow your account, there’s no shame in using ALL the hashtags while you work out which ones perform best for you.

 

  • Pick great hashtags for your content: Use specific and relevant hashtags to support your content. There is something to be said for the time saving element of keeping a set of 30 hashtags saved somewhere that you can then just cut and paste, but it’s also important to add hashtags that really describe exactly what you’re sharing. That way you’ll get users who are genuinely engaged with that specific post you’ve created.

 

  • Post truly awesome visuals: Hashtags are going to be somewhat irrelevant if they accompany a less than inspirational image. Work on your hashtag use, but make sure you’re getting the visuals right too. Users scanning the search results need to see your content popping off the page at them if you want to get the interaction you deserve.

When you’re working with Instagram and hashtags for marketing purposes, you should be monitoring and improving your campaign just as you would with any other marketing activity. Record how hashtags are working for you, figure out what’s generating the most interaction, and refine your selection to maximise your efforts.

What to know more?

If you’re keen to find out more about how Instagram and other social media channels can impact your marketing activities, we can help. Our digital marketing courses in social media are designed to help you further your career and equip you with the knowledge and skills to excel in the modern marketing environment. Get in touch to find out more.

 

http://get.simplymeasured.com/rs/simplymeasured/images/InstagramStudy2014Q3.pdf

http://louisem.com/7198/how-to-use-hashtags-on-instagram

 

 

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Powerful content, perfectly delivered: Developing an awesome strategy

By Morgan International Staff Writers

You already know that your content is the powerhouse behind your marketing success, but do you really know how to make it work?

For several years now, we’ve had it drummed into us that content is king. Whether we’re talking about on page SEO, social media marketing, Pay Per Click or something else, outstanding content is essential to any success. However, even the best content in the world might as well be pointless drivel without a robust, well thought out content strategy backing it up.

According to the Content Marketing Institute, 70 per cent of B2B marketers plant to create more content in 2017 than they did last year. In fact, most brands are spending between 25 and 43 per cent of their total marketing budget on content, and yet less than a quarter of CMO’s feel they are getting the most out of it.

Whether your business is planning to spend a little or a lot on content this year, it’s crucial that you have an amazing strategy in place to get the most from your efforts. Here’s how to form a truly brilliant content strategy for your brand in 2017.

Developing your strategy

 

You can’t just knock up a vague strategy overnight. To really maximise your potential, you’re going to need to knuckle down and do your homework, so that you can build a plan that really works for your business:

  • Be specific about your business objectives

You know you need content, but what are you generating content for? You need to be specific about your activities and goals, so that you can measure whether your actions are meeting those goals or not. Are you looking to increase subscribers? To get more traffic to your site? To boost your SEO? Whatever you’re trying to do, write it down, make it measurable and accountable, otherwise your efforts will be wasted.

  • Define your message clearly

A consistent message is critical if you want your brand to stand out amongst the competition. Think about who you are trying to reach, and what it is you can offer them. You may find it helpful to create a ‘mission statement’ for your content, which states clearly in black and white what you are trying to achieve, and why, so that your team is working in harmony towards a common goal.

  • Understand what your competitors are doing

Your competitors are your best learning platform, so take note of what they are doing well (and not so well) so that your team can learn from them. Analyse the keywords they are targeting, identify what content is popular in your niche right now, and pay attention to the language, types of content and distribution channels they are using to inform your strategy.

  • Make the most of available technology

Nobody wants to sit at their desktop, waiting on the perfect moment to click the ‘publish’ button on their latest blog post, and nobody has to, at least not any more. Tools for scheduling, controlling, optimising and sharing content are available in their thousands, so spend a little time evaluating which software and programmes are going to benefit your strategy, and make sure you know how to use them well.

  • Put a schedule in place

Your content shouldn’t just happen when you have the time or when the mood takes you. To really maximise your potential for making an impact, lay out your content goals into a schedule, also known as an ‘editorial calendar’. Understand how frequently you can and should post in different mediums. For example, Twitter may need to be fed several times a day, whereas your blog may work best once a week. Bigger projects like video or infographics could be monthly or less. Only you will know what works for your business; what matters is eliminating the ad-hoc nature of content creation and instead working from a defined calendar to make sure you are producing what you need, when you need it.

Content marketing is not the easiest form of marketing to master, but once you get it right, it can be one of the most powerful weapons in your marketing arsenal. If you’re ready to take your marketing skills to the next level, talk to us about our digital marketing training courses, and move ahead of the game in the digital marketing world.

 

http://contentmarketinginstitute.com/2016/09/content-marketing-research-b2b/

http://www.marketingprofs.com/charts/2014/26154/2015-b2b-content-marketing-benchmarks-budgets-and-trends

http://adage.com/article/digital/content-marketing-remains-a-fraction-budgets/296059/

 

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Are you ready? The skills every digital marketing guru needs in 2017

By Morgan International Staff Writers

So, you want to be at the top of your game. You want to be landing all the best marketing contracts, want to work with blue chip companies, want to become the next big thing in the digital sphere. But right now, you’re stuck analysing SEO keywords for the window cleaner down the road, and writing ten dollar blogs for your brother-in-law’s printing business. The top seems a long, long way up the ladder.

Digital marketing is tough, and it’s a truly competitive industry too. Even if you’re already working in the industry for a relatively successful business, your boss is still concerned about your abilities. Large businesses have admitted seeing skills gaps of between 12 and 37 per cent in key areas, leaving them searching for freelancers or specialist agencies to deliver where their in-house team cannot.

If you are serious about joining the ranks of high-flying digital marketers, isn’t it time you worked on shrinking your own personal skills gap?

The essential skills for digital marketing in 2017

Digital marketing is a term which envelops all manner of marketing strands, and yet most self-proclaimed ‘digital marketers’ are seriously lacking in many of these disciplines. Here are some of the most in-demand skills in 2017:

  • SEO/SEM: Of all your customers, all your engagements, all your website visitors and blog readers, 93 per cent will start with a search engine interaction. This means that unless you’ve already landed that coveted page one position on both Google and Bing, your business has a lot of work to do. If you don’t know what to do to improve (or maintain) your current ranking, you need to up your game right now.

 

  • Automated marketing: When it comes to marketing functions, there’s a tool out there for pretty much everything. Your job as a marketer is to know what’s available and how to use it to make your business better. Things like automated emails following abandoned carts, cross channel marketing to your Facebook followers and even text message marketing with special discounts for your previous customers; these are all tools that you need to know inside out if you want to stay ahead of the game.

 

  • Pay Per Click: PPC is here to stay, and if you’re looking to boost SEO, credibility or simply just to bring in more targeted traffic, it will already be a priority for your 2017 marketing budget. The trouble is, most marketers don’t really know what they’re doing, so all too many budgets get splurged on pointless keywords and ads in the wrong places. Skill up and be a confident PPC expert if you want to earn the big bucks.

 

  • Mobile marketing: If you were listening back in August last year, you will have noticed that an amazing thing took place. For the first time ever, mobile internet usage overtook desktops with an astounding 58 per cent of searches that month coming from either smartphones or tablets. Mobile is the future, so if you’re not confident on responsive design or other aspects of mobile marketing, you’re going to be about as much use as a chocolate coffee pot.

 

  • Community and social management: Social is so important today, and it’s not enough to just have a presence any more either. Social media, forums and other digital customer touch points are seen by your customers as a place they can truly interact with you as a brand. They want to be able to message your page and get a response back in good time. They want to share with you, to be heard and, most importantly, responded to in a manner in-keeping with your brand values.

 

  • Analytics: The big grey pachyderm in the room has to be analytics. Everyone wants to do digital marketing, but more than that they want to know if it’s working yet. You need to be able to analyse results and, most importantly, to translate them into something your CEO is going to be able to digest and understand. You should be competent with all sorts of tools and techniques, not just Google Analytics, and should be able to break down your data so you can really add value to your future marketing campaigns.

If you’re feeling distinctly underwhelmed by the prospect of picking up on all these key skills, don’t be. We run a number of outstanding, digital marketing courses targeted at digital marketers, all of which are designed to take your skills from just so-so to WOW and beyond. Call our team today to find out more about improving your skills in digital marketing, and putting yourself in the position to be at the top of the tree in no time.

 

http://www.smartinsights.com/managing-digital-marketing/resourcing-digital-marketing/popular-digital-marketing-jobs/

https://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/

http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025

 

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5 Most Important Digital Marketing Skills to Acquire in 2017

By Morgan International Staff Writers

Right now the need for digital marketers is an expanding demand that continues to persist. This can give a great many people the opportunity to show their value to businesses that are looking for skilled individuals to demonstrate their competency and skill with this type of work. To become a digital marketer you need to be able to display the type of skills that companies are looking for.

 

To establish yourself as a professional you’ll need to brush up on the right skills and make sure that you’ve a strong enough skill set to make you appealing to the right employer.

 

Here are the five skills you should think about refining if you’re looking to go into this field.

 

  1. Search Engine Optimization

 

An astounding percentage of people will visit a search engine when looking for anything online.

 

SEO skills are at a premium right now as they are considered to be one of the most marketable and desired assets that you can have at your disposal. Despite seeming like a rather vague and almost useless skill, search engines are continuing to evolve and as a result those that use them must be able to keep up. If you manage to become a master of SEO then you’ll have the beginnings of a skill that many employers will be looking for.

 

You don’t necessarily have to become a specialist, but this skill will take you much further than you might go without it.

 

  1. Video Content Marketing

 

Videos have the ability to gain the attention of more people than simple text does, and for good reason. If you can master this particular skill then your net worth will have increased almost exponentially. The idea of gaining an audience through video and all the insanely useful techniques that this medium affords are a marketers dream when it comes to gaining an audience.

 

  1. Community Management

 

Name one type of social media and it is likely that more than a few companies have already plastered their brand across it for everyone to see.

 

By becoming a master of social media and all it can offer you will only increase your worth to an employer. Social media is after all where many businesses go to get noticed, and where millions of consumers continually log on to see what’s new and what’s trending. This is where you meet the customers and listen to what they have to say after all. A business that treats its consumers well is a business that thrives.

 

  1. Analytics

 

Despite being overlooked on a constant basis, this practice is one of the most vital to digital marketing.

 

Possessing this skill means that you are not only aware of the pulse of the business and the consumer, but you know how to read them, anticipate them, and respond in kind. By being able to analyze the market in various ways you will have gained the necessary skill to predict what could happen and how to deal with such an eventuality.

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Advanced Methods of Creating Content Promotion Plans for Your Business

By Morgan International Staff Writers

Content is the most important aspect of online marketing activity. That is the driving focus you need to remember when considering what kind of marketing plan you will use to promote your brand. The process of digital marketing is quite intricate and demands a great deal of planning. With a carefully thought out strategy you should be able to experience the type of success that can elevate your business to great heights.

 

By following the methods mentioned below it is possible to devise a promotion plan that will allow your company the kind of success you desire.

 

  1. Learn how to set specific objectives

 

No matter what business endeavor you’re working on, having a specific goal and objectives to meet can keep your daily activities on point and keep you moving in the right direction. Identify your goals before making the first step and ask yourself what your intentions are when it comes to content marketing. You should know the specifics before making the first move.

 

  • Track your goals- keep in mind certain benchmarks and how you will measure whether you are achieving your goals.

 

  • Build a following on social media- if there is any place that can make a company it is social media. Establish your presence early on and include whichever social networks you are most eager to work with.

 

  1. Create a strong core message

 

You need to define the core of your content strategy to keep it balanced and on track. This will help to distinguish your brand and stay true to your own ideals, as well as the value that your company should maintain. The best way to do this is to devise an editorial mission statement that will create and maintain your identity as a company.

 

It will also detail the audience you are seeking to reach and what it is that you can do for them.

 

An editorial mission statement will need three key components:

  • The target audience- you need to know who you’re trying to reach.
  • The deliverables- what can you provide your audience with?
  • What the audience needs- what is your message for your audience?

 

  1. Size up your competition

 

Your competitors can actually be helpful to your business. They can help you identify what your business will need and what it might still have to work on. This can also help you to realize what you are doing right.

 

 

 

  1. Always use the tools you need

 

Pick the tools that match your budget and will be able to give your company the greatest boost when it comes to your promotional content.

 

Don’t go for the bargain basement programs when you can afford a system that will help your company make that leap you need to get to the next level. Word Press is a great example of a platform that many use considering that it is low to no cost and is filled with useful tools that can help you to build and elevate your company as you see fit.