Workshops

The Authentic Self

Authenticity is the key factor when promoting your personal brand! We’re living in a very crowded world with a plethora of influencers, commentators and opinion leaders, all proactively promoting their beliefs and gaining their followers (and fans) in return. With the rapid growth of social media and other digital communications, we have become incredibly perceptive to fake, inauthentic and insincere business brands, which promote one thing and yet behave completely different. This also applies to people – celebrities, personalities, politicians and other people in the public eye – our ‘fake-radar’ can sense when someone is not being authentic – and let’s face it, it’s much easier being the true ‘you’ rather than trying to be someone or something else.

Enhance brand performance by recognising and rewarding your talent

Motivate and sustain engagement by encouraging a culture that recognises high performing employees and rewards those behaviours that bring the values and culture of the organisation to life. We look at how to create a recognition and rewards programme that inspires employees to realise the organisation’s mission and reinforce strategic objectives. Celebrated employees place the organisation in the public’s consciousness as a great place to work and do business with.

Create a thriving culture of employee engagement

Engaged employees are more likely to find a sense of belonging in an organisation where they are inspired to fulfil their full potential. High levels of employee engagement are linked with increased operational efficiency, lower wastage and reduced loss from theft and errors. The reality of employees actually ‘living the brand’ is dependent upon a strong commitment from the employee to the organisation that they feel is reciprocated. Engaged employees display team spirit contributing to a sense of purpose and identity in the marketplace by bringing the brand proposition to life.

Realise the power of your brand’s Values

A brand’s values represent what it stands for and what it believes in; they are the guidelines that form its moral compass. Values provide direction on how to behave in any given situation; they dictate the behaviour of the brand and influence decisions. The values you choose can be applied to everything, including the product experience, choice of staff, and how you react in a crisis. Values should be clear, authentic and resonate with everyone inside the organisation. They need to be clearly understood by employees, adopted by them and consistently acted upon. The brand’s values should help the organisation achieve its vision and not restrict it. Strong brands are respected for their values and are defined by them.

Using ‘HotJar’ to identify & assess key web traffic behaviour online

Although quantitative data from web analytics tools such as ‘Google Analytics’ provide us with a good indication of how many people visit our site, how they access it and what they do there, they can’t answer questions such as “why is my web traffic not clicking on ‘x’ button?”

This is where qualitative analytics tools come in, such as HotJar, that facilitate things such as on-page feedback, screen recordings, and surveys that enable customers to tell us precisely what they did or didn’t like about their experience online. This session will focus entirely on this tool and how it can further benefit how you optimise your website for your online customers.

Maximising your on-page SEO strategy

An essential component of any website strategy is to optimise each web page on that site to enable a search engine to better understand, index and then rank its contents in the SERP. Thus increasing the chances of that website being displayed as an answer to someone’s query online. This organic component of a web strategy cannot be overlooked, and so efforts need to be made in one’s understanding of this practice & its implications for your business’s online presence.

Using Google’s ‘Web Analytics’ tool to learn about your web traffic

Having a website is a great asset for any business, but so many of us leave it there without considering the importance of management or data collection from this asset. But understanding how many people access the site, where they’re coming from (e.g. social media or organic traffic) and how they’re using it are all vital pieces of information you need to know when it comes to optimising this asset for your business online. Which is precisely why the first session in this series introduces you to the first piece of your web optimisation puzzle – web analytics. Whether you’re currently using web analytics tools or not, you’re going to want to develop your knowledge of how to use them effectively & efficiently to help your digital marketing efforts now and into the future.

Selling in the story

So you have a well written press release. Now what do you do with it? This session will look at meeting journalists’ needs while getting your message across.

Writing a press release

Media relations is a key part of PR and although the media landscape has changed, there is still a need for effective press releases. This session will take you through the steps to writing a press release that journalists will want to use.