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The Global Digital Marketing Gap

The Global Digital Marketing Gap

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Social and video marketing, analytics, native ads, programmatic, in-store mobile offers, content marketing, and other digital techniques are all changing the profession, but the basis for long-term success remains unchanged.

Species that adapt survive, according to Charles Darwin — and not even necessarily those that rely on strength. Strategies and platforms are evolving in the digital age, and consumers are engaging brands on channels that didn’t exist a few years ago.

The modern marketer must be extremely agile. But while change spawns creativity, the goals of marketing remain constant. An employer hires a marketer to communicate the right message at various stages of the funnel, raise brand awareness and loyalty, drive traffic and customer engagement, and implement methods that lead to conversions and sales.

Here are key trends in marketing to prepare for in the coming year:

Social Marketing

Social marketing is typically considered a low cost, high ROI approach. One emerging tactic is to promote stories on Facebook’s News Feed as a way to gain favorable coverage. This approach often involves circumventing publishers and going directly to social sites to gain exposure.

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Another method is to give social users offers (such as discounts and/or cash) to promote the brand’s products and services. For example, a restaurant could give a 10% discount if customers share photos of their dining experience on social media. The key is to find new mediums that deliver more awareness and traffic, and not to rely on conventional outlets such as news sites.

Video Marketing

In 2014, a YouTube vlogger installed a Go-Pro camera on his dog’s back to better understand how his pet behaves when the owner leaves the house. Audiences, too, got extremely curious and the video went viral. Pet food companies should consider that it’s not necessarily big budgets that win the day, but rather great ideas that can require low production costs. Think again of Charles Darwin: Survival goes to those who adapt, not necessarily to those who rely on strength.

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Expect more businesses to hire marketers who can leverage social networks in savvy ways — people who understand the psychology behind what motivates audiences to watch video content on their devices. Brands would be prudent to close the talent gap in this key area. According to OMI, skills are most often missing in social media (27%), analytics (37%), mobile (29%) and content marketing (27%).

In-Store Marketing

It takes a talented staff to pull off an effective in-store marketing campaign because it requires combined skills in brick-and-mortar promotions, analytics, mobile, location technology, and classic marketing.
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Unless you have been holidaying on the moon for the last few years, you can’t have missed the buzz around interactive content. It has been called the future of digital marketing because compared to other techniques, it truly enables real-time audience interactions with your brand.

Think about it. As kids, most of us loved classes where we got to create or do things. Interactive installations draw the most crowds at museums and zoos. Human beings thrive on and learn from interactions. You certainly would have tried online assessments or fun quizzes, and easily shared your email ID at the end to get your ‘assessment’. Then there are interactive infographics, calculators, polls or surveys, contests, image galleries, brackets, podcasts, webinars, and much more which serve the essential purpose of digital marketing – actions.

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Scott Brinker, ion interactive and Chiefmartec author, explains, “You can think of interactive content as lightweight ‘apps’ for the web. Like apps on your smartphone, they offer useful functionality in a small, easy-to-use digital package. But unlike smartphone apps, you don’t need to explicitly install them. They’re just embedded into your website, and they work in any modern web browser.”

Meaningful and relevant interactive content drives engagement your audiences enjoy or find useful. As a brand that’s exactly what you aim for. Therefore, it is not merely content consumption that’s taking place. There’s participation leading to results and knowledge which are useful to people. It just elevates the user experience without any hard sell, while also capturing valuable audience behavior and data for the marketer.

30 Top Social Media Sites to Market Your Small Business Locally

The coming of social media has really been the game-changer in the way we carry out business mar…

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The coming of social media has really been the game-changer in the way we carry out business marketing and related activities. Their birth has made custom targeting of prospective customers a breeze. It has enhanced our ability to communicate directly with those we seek to reach.

However, are all social media websites best for business use? Below we disclose to you some of the best platforms to use for your business. Here goes the list.

Local Social Media Sites


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This is by far the most popular social media website, boasting more than 1.5 billion active monthly users. This platform is particularly great for small businesses that are looking to advertise products or events.


Yelp is the king of reviews. While it might not be structured like may other social networking sites, Yelp has more than 140 million active users. It is widely trusted and having positive reviews and ratings on the site might actually see you acquire lots of new business.

Google My Business

While it’s no Facebook, the fact that it is a Google product makes it quite attractive. Google has also put in more and more resources into the platform. Its SEO value makes it a must-use tool for any small business.

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Google My Business


Looking to raise some extra funds for your startup? Well you need to try out AngleList, a social network that connects startups with investors.


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Twitter’s value lies in its ability for your posts to go viral. You can use the platform to post your business updates, recent news, and more. Hashtags play an important role in building your posts momentum so ensure you use relevant hashtags.


Consider this as your online resume. You can list your business history, core objectives, and skill as well as a recommendation from customers. A sound LinkedIn profile might see you win incredible business offers.


This platform helps you to eliminate clutter, highlighting your products and services in a very visual way. While it works best with products, you can still use the website to show business accomplishments such as involvement in charity, travel, parties, and so on. Use the platform as a push tool to other platforms such as Twitter and Facebook.


Like Instagram, Pinterest is another interesting visual sharing platform. Pin clickable images that lead back to your website. With more than 100 million users, you don’t want to ignore its marketing power.


Though a bit confusing for first-timers, Tumblr is a truly interesting tool that allows you to post videos, photos, chats, audio messages, and quotes. You can also reblog your favorite posts.


Foursquare is a location “check-in” service that allows your customers to tell the world that they are in your place of business. They can as well share this info with their friends. Like Yelp, this is a must-use platform for all small local businesses.


Besides being the second largest search engine, this site is also owned by Google and so when it comes to search engine optimization, their videos are more likely to appear on Google’s top search results. Use it also as a feedback platform.


Are you an accomplished businessman looking to connect with other industry experts, then you need Affluence? This is more of a private social network where industry experts connect, share information, and engage in meaningful conversations.


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This question and answer platform allows you to set yourself as an expert in your field. Offer consistent, credible answers and see traffic to your website increase.


Are you trying to extend your event marketing campaigns, network with industry professionals or launch new products? Well, you need Meetup. With millions of users, Meetup is a powerful local networking and organizing tool for small businesses.


This is an online community that’s specifically designed for entrepreneurs. It is the largest network of entrepreneurs and boasts over 25,000 vetted investors.


Biznik is a community of small businesses and entrepreneurs dedicated to helping each other succeed. It is one of the very few online communities that advocate for collaboration rather than competition.


This is network is dedicated to businesses that are looking to create contacts and share knowledge. It offers offline and online networking events as well as global networking groups. The platform has been around since 1998.


This site is solely dedicated to professional investor relations right from pitch all the way to exit. The platform provides the right infrastructure for identifying opportunities and managing the investment relationship.


Looking for a business partner? JASEzone is the right platform for you. This platform makes it easy to find both potential customers and business partners.


Like JASEzone, PartnerUp is an online networking community that allows small business owners and entrepreneurs to find the resources and expertise they need to grow their businesses. Use the platform to connect with potential advisers and partners.

Just to recap your keys to success:
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This website focuses on helping businesses to make decisions as well as share expertise in functional areas of business.


This is a social news and entertainment platform where you can submit content such as text posts and direct links. The site users also determine the best posts by voting submissions up or down. The best submissions appear on the main page.


Snapchat is an image processing application that has quickly grown in popularity. You can use this application to share promo codes, demo your products, or even partner with influencers as a strategy to increase your brand awareness.


Use this widely popular instant messaging client as a customer service tool. Use it to quickly pass on internal communication or create a group as a way to advertise your products or services.


This is a live video streaming app. Use it to advertise your products, announce new products or as a means to collect feedback from viewers. You can as well use it for tutorials.


BizSugar is a niche resource as well as a social networking site for small business owners, entrepreneurs, and managers. Use the platform to share blog posts, podcasts, videos, and articles among other content. (In the interest of full disclosure, BizSugar is owned by Small Business Trends LLC.)


This is a social media bookmarking site that allows users to “like” websites and add them to their profiles. This site could help you generate good traffic but you have to make sure you deliver great content that will earn you likes.


This is a social bookmarking web service for discovering, storing and sharing web bookmarks. It could prove to be a highly reliable site for tracking all mentions of you or your business in the press or even monitoring competitors.


This is a news aggregator with a curated front page that selects stories specifically for the Internet audience. Use it to get business news that directly impacts your business. Digg also supports sharing of content to other social media platforms such as Facebook and Twitter.


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This is an enhanced address book tool for networking and staying in contact. Use it to grow your business contacts.

Are You Leveraging The Digital Media Beyond Adwords & Other Paid Activities?

Thanks to globalisation and the internet – customers nowadays have access to information anytime and anywhere,

Why digital marketing is so important?

By posting positive feedbacks, comment about your company, brand, services, and products you can attract new customers and can thus build long-lasting business relationships. But there’s a catch! While happy clients can help you, unhappy customers on the contrary can harm your business in more than one way. Search engine optimization and UX are intimately linked due to some elements

As a responsible business owner make sure that you remember the following points:

Encourage optimal engagement through the digital channels

Acquiring new clients via digital especially social channels is now the smartest and wisest thing to do. Consumers are pretty much aware of the advertising ploys and traditional marketing tactics. Although these tactics are still useful however in order to yield the maximum benefit most of the successful brands are using them in collaboration with carefully crafted brand stories.

The buyer persona has changed. Nowadays buyers have that innate desire to feel like they belong to something bigger. Developing brand story that connects with consumers can help brands create that ultimate emotional connection, thus creating brand loyalists.

The more ‘likes’ the better

Underestimating the significance of social media as the inseparable and possibly the most crucial part of digital marketing is a serious mistake. Your “Facebook” likes or your “Twitter” shares or Instagram Followers can help in building the credibility of your brand. They also help in bringing traffic to your website and are costless. Sticking to a foolproof social media strategy and monitoring the progress are also the key part here. Yes, you may be absolutely surprised with the outcome.

Outshine your competitors

It is through our experience, we have noticed a strange trend in the market. Almost every year the big brands give up traditional advertising methods and typically focus on Google Adwords or Social Media sponsored Ads. This is also the reason why the market gets increasingly competitive and why and how the big players get ahead of little companies. As typically a small player, it’s pretty much understandable that you cannot compete with them however there’s something you too can do.

7 Neat Tips to Nail App Store Optimisation in 2022

App Store Optimisation (ASO) is the process of optimising your mobile app to rank higher in the app store search results.

App Store Optimisation (ASO) is the process of improving app visibility within the app stores and increasing app conversion rates. The major app stores are App Store for iOS and Google Play for Android. In addition to ranking high in the app store search results, ASO also focuses on click-through rate (CTR). This means you have to convince people to actually click into your app store listing once they find it. You can do so by optimising your App Name, App Title, App Icon, App Screenshots, and App Rating.

Once people click through to your app store listing page, you have to make sure they also download it or make a purchase. This part of ASO is also known as Conversion Rate Optimisation (CRO).

What is the difference between ASO and SEO?
ASO is often referred to as app store SEO (Search Engine Optimisation). Both processes share similarities like keyword optimisation, backlinking and conversion optimisation. The main differences between App Store Optimisation and Search Engine Optimisation are the ranking factors. Also, ASO is utilized for mobile apps whereas SEO is for websites.

SEO factors for a web browser, like Google Search, involve more than 200 aspects and the list keeps expanding. The list of ranking factors for ASO is much shorter, however many people are still unsure of which ones play a role. It’s time to put an end to that!

The following checklist illustrates the main differences and similarities between ASO & SEO.

The App Store makes it easy for users to find apps, games, and content. Search results include developers, in-app purchases, categories, editorial stories, tips and tricks, and collections. Apps appear in search results with the app name, icon, and subtitle displayed. Depending on the platform and image orientation, a single rating and up to three screenshots or app previews are also shown.

Choose accurate keywords

Keywords are limited to 100 characters, so it’s important to be concise when describing your app. While spaces should not be used before or after the commas that separate keywords and keyword phrases, you can use spaces to separate words within keyword phrases. For example, Property, Real Estate, House.

Choose keywords based on words you think your audience will use to find an app like yours. Be specific when describing your app’s features and functionality to help the search algorithm surface your app in relevant searches.

Consider the trade-off between ranking well for less common terms versus ranking lower for popular terms. Popular, functional terms, such as “jobs” or “social”, may drive a lot of traffic, but are highly competitive in the rankings. Less common terms drive lower traffic, but are less competitive.

The unauthorised use of trademarked terms, celebrity names, or other protected words and phrases is not allowed and is a common reason for App Store rejection. The use of terms that are not relevant to the app and the use of competing app names are similarly prohibited.

The Biggest Problem For Small Businesses Is The Expense, Getting The App. Approved and Convincing People To Download It!

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