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Social media and digital strategy
Manage episode 313213849 series 3262682
Content provided by Natalie Wright, Head of Family Business at Mazars in the UK, Natalie Wright, and Head of Family Business at Mazars UK. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Natalie Wright, Head of Family Business at Mazars in the UK, Natalie Wright, and Head of Family Business at Mazars UK or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Understanding what digital activity is – 3m 10
Digital activity can vary for different clients. Some clients need you to write a strategy, some need you to guide them on how best to go about marketing their businesses. Some people need you to help them skill up their people, others, it might be creative thinking around their brand, their product, their service, or just a campaign. Or a combination of all aspects.
Changes in technology from a marketing perspective – 4m 15
It used to be that brands would build their plans on a ten-year basis. As time went on, businesses started to live quarter by quarter. The biggest disruption has been the introduction of the internet, and from there, saw marketing completely change and able to offer so many different approaches and how to understand the customer and their expectations.
How does digital help businesses succeed? - 11m 30
Now that we live amongst a pandemic, digital has been more important than ever to communicate with customers. Digital allows businesses to offer a personal experience, promote messages, interact with customers, be creative and express the business’s story resulting in the customer’s overall experience of the brand.
Staying true to your heritage while embracing digital – 15m
Having a heritage or history doesn’t mean you can avoid digital but rather gives you the opportunity to be authentic in how you position yourself in the market while remaining true to your core values.
The purpose of social media - 17m
Social media means connecting with an audience. Each platform can be better in different ways e.g. Instagram's for heritage. Twitter is for service. Facebook's for community. However, social is not about necessarily looking at each platform in isolation. It's about thinking about the overall customer experience strategy, and then making sure that social media lines up to how you intend to deliver that and then taking what you learned from social media and feeding that back and looping that back into the customer experience.
Why digital strategy is important – 19m 20
Businesses simply cannot have one. These days, if you don’t have a digital strategy then you could be easily replaced in your market by a company who decides to embrace digital. With digital, you can be transparent online, build your brand and therefore, consumers can see your business for what it is and see if it’s right for them.
Top tips for digital strategy – 22m 40
Don’t be put off by marketing jargon or even terms like digital transformation. It can be over used and hard to grasp but what it really means is moving forward with the times. Getting started is so important so you can connect with customers and are able to optimise what you’re actually doing digitally – understand the platforms you’re operating on, the systems you have in place, the processes, understand the overall journey for the customer. Don’t leave it to chance.
Designing and implementing a digital strategy – 29m 30
Understand the audience and what’s going to motivate them, understand how to optimise social media and learn how to measure your results so you can learn from them.
Mazars
Email: contact@mazars.co.uk
Twitter: @Mazars_UK
Facebook: Mazars UK
LinkedIn: Mazars UK
In 2018, we launched our first Family Business survey in partnership with Family Business United. The survey revealed the challenges, opportunities and issues that family businesses are facing on a daily basis. And whilst the specific detail may change because of external factors, such as Brexit and now the global pandemic, it became clear that there are a number of issues that family businesses will always face, so we wanted to continue with our research in 2019 with a second survey and our 2020 survey will be published this Autumn.
To view the Family Business Survey 2019, click here
To request a copy of the Family Business survey when it is released, click here
Yard
Fiona Proudler - https://www.linkedin.com/in/fiona-proudler-009361/
Yard - https://weareyard.com/
Facebook: https://www.facebook.com/WeAreYard
Twitter: https://twitter.com/YardDigital
LinkedIn: https://www.linkedin.com/company/weareyard/
Suggested Inspirational Reading:
Why being family owned is a competitive advantage
Entrepreneur article on family business
The digital transformation of family business legacy speed and customers
Family businesses in the digital economy
How family businesses are using social media to engage in lockdown
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