Tag: digital

How to drive traffic to your website, using a lorry

My rather boring commute to work was improved this week when I stopped in traffic behind a White Logistics lorry. Truck number 54 to be precise.

On the back of the van was a brain teaser, tying into White’s ‘PROBLEM? SOLVED!’ strap line. I could clearly see one animal in the teaser but couldn’t for the life of me see the second:

Screen shot from White Logistics website showing truck 54 with a brain teasing illustration on it
The back of White Logistics’ Truck 54. Can you see the two animals in this illustration?

I was so annoyed with myself that I felt compelled to check the White Logistics website as soon as I got into work (don’t tell the boss). So White had successfully driven traffic (no pun intended) to its website.

I even told my colleague about it (poor girl). And had either of us been in the logistics industry or had a need for general haulage or Danish trolleys (whatever they are), White would have done a brilliant job of raising brand awareness and potentially converting to a sale. However neither of us fall into their target market.

So… in terms of driving traffic, White has done a great job. But it’s the wrong traffic. I am not a quality visitor. I am not going to convert. And even though I’ve ‘told a friend’ and even blogged about it, there are probably very few other people stuck in traffic behind a White Logistics lorry that would do the same.

I’m not taking anything away from the campaign- I actually love it. But… when considering referral strategies, make sure you invest in the ones that will drive the right traffic, the visitors that will convert into revenue. You don’t necessarily need a lorry to do this.



P.S. the two animals are a duck and a rabbit.



LinkedIn Sponsored Updates are here

Even if you’re not a LinkedIn addict like myself, you’ve probably noticed new sponsored content in your home feed. Like many other social networks, LinkedIn is now offering a way for you to directly target audiences beyond your existing company following.

LinkedIn provides a self-serve platform where you can create your content, set your targeting criteria, choose whether to pay per click (CPC) or per 1,000 impressions (CPM) and measure your results. Simple.

But is getting it right simple? Here’s the first sponsored update I noticed in my home feed, from Newsweaver:

Screen grab of LinkedIn Sponsored Update
LinkedIn Sponsored Update from Newsweaver

Why I noticed it:

  • Relevancy

The topic is really relevant to me so grabs my attention immediately. ‘Content’, ‘webinar’, and ‘engagement’ are all terms that I’m interested in and clearly in this instance LinkedIn’s targeting has worked, matching me to whatever audience segments Newsweaver is trying to reach.

  • Creating desire 

Using words such as ‘free’ and asking questions like ‘Interested in a better employee newsletter?’ makes me want to find out more.

  • Engagement 

Another LinkedIn user has ‘Liked’ this post which endorses the message and increases visibility within my busy home feed.

How it could be better: 

  • Quality

The copy in this advert isn’t written very well with grammatical errors throughout. This is a big ‘no-no’!

  • An engaging image 

An image would help this post stand out and if carefully selected, the right picture could help the audience process the message faster.

  • Clearer call to action

Although there is a call to action in this post, it could be positioned more effectively:

Screen grab of LinkedIn Sponsored Update with a clearer call to action
LinkedIn Sponsored Updates need clear calls to action

I think LI sponsored updates are going to be huge news for B2B digital marketers. I just hope that content is well put together and relevant, otherwise LinkedIn users are going to be very put off.

Here’s a nice practical guide to setting up your own LinkedIn sponsored updates from social media examiner. Leave a comment below if you find some good examples to share.

Exciting news- we’re looking for two Online Project Officers

An exciting opportunity has arisen for a creative Online Projects Officer to join the Online Projects Team at Sanctuary Group. The vacancy closes on Friday 6th September and the salary is £24,358 to £26,394 per annum.

This is a key role in the ongoing improvement and delivery of Group websites and digital marketing activities that support the goals for growth of the business.

You will use your experience of traditional and online marketing and your project management skills to deliver successful digital communication campaigns. You’ll be a good relationship builder with a degree or equivalent qualification, and proven experience in one or more of the following areas: digital communications, email marketing, app development, content marketing, project management, web and social media analytics, SEO and building websites using a content management system.

You will be a good team player but also be able to work independently. You will provide a responsive service to internal customers but also be a proactive digital marketer. You will have an eye for detail and be able to follow quality assurance processes.

For more details and to apply for the the Online Projects Officer role, visit the Vacancies section of the Sanctuary Group website.