24/11/2021

Lead magnet examples

Lead magnets are a fantastic way to get sales leads. They are used as a marketing tool where something free is exchanged for contact details, it could be a free item or service.

An email list that consists of leads is undeniably very useful. You know they are qualified and more likely to be interested in your product or service. 

People don’t just give their details away for anything so your lead magnet needs to be something that provides value to the customer and is of interest to them - it also helps to drive awareness of your brand and business. 

fingers typing in their information in exchange for a free download

Here are some examples of lead magnets: 

  • A guide

Create a guide that helps your customers learn more about what goes on, it could be a how-to or step-by-step guide. 

  • Ebook

Help your customer understand a topic, service or product with a useful digital book. 

  • Webinar

Webinars are great for reaching far and wide. They’re engaging and if they involve a Q&A session they become incredibly useful for your audience. 

  • Templates

Make your customers’ lives easier with templates. It increases efficiency and means they don’t have to start from scratch. 

  • Product samples 

Entice your customers with a trial or sample of your product. They could be sitting on the fence about purchasing and your sample could seal the deal. 

  • Training videos

Is your product or service complex to use? Training videos allow your customers to understand you better and once they see it in action, it can help them make a decision. 

As a digital agency, we see lead magnets being of great value and recommend having them on your website. 

Top Tip: make it relevant to the specific web page, it will ensure it resonates with your targeted audience. 

shopping card and shopping bag

I’ve got their details, now what? 

Once your customer has signed up or downloaded your lead magnet, you have established a relationship.

Your next steps should involve nurturing them to convert. Keep in mind that it’s rare for it to happen overnight and that it can take some time.

Using email marketing and nurture campaigns are greatly recommended. With a nurture campaign, emails are sent out over time to remind and motivate your audience to buy or use your service. 

They might decide to take some form of action from the nurture campaign, which is what you want. It could be clicking on a link leading them to finish purchasing or it could be getting in touch and further enquiring about your product or service. 

Top Tip: Don’t forget to update your lead magnets. No one is going to download something that is outdated and irrelevant. 

22 Group

We are a Manchester based digital agency offering three vital services: branding, web design & development and marketing

Whether you are looking to have a website created with downloadable lead magnets, brochures designed or copy written for your lead magnet, we can help. 

If you have any questions or would like to know more about our services and how we can help please get in touch

11/11/2021

Updating website content

We’re nearing the end of the year and as the classic saying goes “out with the old, in with the new”. Along with kicking bad habits, we want to remind you it's important to update your website content and keep it fresh.

When was the last time you updated the content on your website? Didn’t even realise it was something you should be doing? 

Website content includes everything from blogs to testimonials. It’s not just the content on your contact page or pricing page, the more obvious ones, that need updating. 

Updating website content isn’t something you should just do at the end of the year, it’s important to keep your content updated often. Not only for the practical reasons for a customer or user browsing your website but it also affects search engines.

You want to be doing everything you can to ensure you’re ranking well, right?

22 group employee writing down notes for updating website content

Benefits of updating website content: 

  • SEO

Search engines take note when you are regularly updating your website. They can tell if you’re consistently doing this and it all helps towards proving you are a valuable website; worth being shown in a search result. 

  • Engage your audience

Writing for search engines is an important factor when updating your website content but don’t forget to keep your audience engaged with it. Provide value to your customers and ensure the content is easily digestible and relevant.

  • Brand personality

Your website is the main platform to establish your brand personality, it’s where your customers can visit and refer back to 24/7. Keeping your content up to date will help portray this personality, especially if there has been a change in the business direction. 

  • Reputation for quality content

By frequently updating your website with quality, useful content you’re being viewed as a valuable source of information and will more likely be seen as a reputable website. 

  • Use it as a proof-reading session

Any mistakes spotted on your website whether that be spelling or spacing can cause a user to lose trust. If you frequently update your content you reduce this issue as you'll be checking on it.

We hope this has helped you understand why updating website content is seen as an important task and not something you only do every few years or at the end of the year. 

When you’re updating your content, it’s not just the text you should keep up to date on your website. Other areas to keep updated include the tech side and website design. 

22 group team having a meeting and discussing website content updates

22Group 

At 22Group we have a great team of copywriters who are experienced in writing website copy. Getting the tone of voice right and incorporating good SEO practices as well as bringing through your brand values is something we’re well versed in. 

Our fantastic team can help you with your branding, website and marketing. Whether you’re looking to refresh or start from scratch we’d love to have a chat. 

Find out more or ask us any questions - get in touch

26/10/2021

Haunting marketing mistakes

Don’t wake up screaming in the night because you’ve made a haunting marketing mistake that could cost you. 

When you market your business, service or product you want to stand out and be seen. Taking risks is all part of marketing but making sure they’re the right ones can be challenging. 

To help you avoid any haunting mistakes, here are 10 marketing mistakes often made by businesses:

1.Not using social media

Whatever industry you are in, you should be using social media. Not necessarily every single platform out there but definitely have an online presence. It’s expected and standard these days. 

2. Making it about yourself

You want customers to buy your product or service, right? Then you need to listen to them and sell them what they need, don’t make it all about you and what you can do. This goes for your marketing content too, provide valuable content. 

3. Not shouting about your USP

Your USP is what makes you different to your competitors, make sure you’re shouting about this through your marketing. 

4. Not willing to invest

With any investment, you put money in to receive more back. It’s the same with your marketing, if you don't put any money into it you can’t always expect high returns. 

5. Targeting everyone and anyone

Not defining your target audience could mean your marketing is all over the place and you’re sending mixed messages to your audience.

6. Not publishing blog content

There’s no doubt blogs should be in your marketing plan, blogs are useful in so many ways. From SEO to content for your social media, make sure you’re writing them.

7. Forgetting videos

Video content is on the rise due to popularity. They don’t need to be long, they can be short and snappy but it is important to include videos in your marketing plan.

8. Not utilising email marketing

Email marketing is an incredibly cost-effective method of marketing and to this day is still a valuable marketing tool. Don't underestimate it.

9. No call to action

Your goal is to achieve more sales, if your marketing activity doesn’t have a call to action how will your customers know what to do?  

10. Unwilling to adapt

Change is inevitable, if you’re unwilling to adapt or change when something happens you’re going to be left behind and seen as outdated. Take the pandemic, for example, a lot of companies had to reevaluate their online presence. 

After reading through that list, we hope you’ve managed to identify that you don’t do any of them or you realise this is somewhere that needs improvement - mistakes happen. 

misty forrest

22Group are a team of talented web designers, branding experts and marketers. We offer bespoke solutions and can help you achieve success. We’d love to help and have a chat with you - get in touch

15/10/2021

Importance of videos on social media

Whatever social media platform you’re browsing, you're bound to come by a video. Especially with the introduction of TikTok and the lockdowns we had when staying in was the new going out, more and more video content became available. 

Have you noticed or maybe you’re already familiar with the button at the bottom of your screen when you’re on the Facebook app where it says ‘Watch’ or on Instagram where you can go straight to watching Reels.

Have you found yourself scrolling on TikTok for hours or watching YouTube video after YouTube video? It’s been a long time since social media was just text or images.

Even out of the lockdowns, video content is still a big hit and there are several reasons why businesses are jumping on the bandwagon and producing more and more of it. 

Importance of videos: 

  • Grab your audience’s attention

Videos are great for capturing attention. The start of your video should indicate what it’s about and leave the viewer wanting more. 

Also, video content on social media is great for turning your information into digestible content - easier for the audience to consume. 

  • They encourage conversation

When you provide content that is on-trend or about a popular topic you’re encouraging conversation, opinions and people to engage with your video. 

  • Humanise your brand

By personifying your brand and showing your audience the people and processes behind your business, you’re gaining trust. 

  • Videos are popular

Even pre-pandemic, videos were gaining popularity across all social media platforms. Video is one of the most effective ways to deliver engaging and entertaining content. 

  • Appeal to the Gen Z audience

Gen Z has very much been connected to the internet compared to others and use it for not only entertainment purposes but education as well. 

The introduction and growth of TikTok has become incredibly popular due to this. The user-generated short videos have a great appeal and it’s why many businesses are hopping onto this platform as well. 

  • Can be repurposed 

Quality videos may be more of an investment in terms of time and money but they can be used across all social media platforms, shortened to be put onto Instagram or Facebook stories.

phone filming a video

If you haven’t started creating video content, it’s time to start planning now. It’s a great storytelling tool so share your brand, product or service, industry knowledge and provide entertainment.

There are some category ideas you can use!

About 22Group 

22Group are a digital agency providing all your website, branding and marketing needs under one roof. 

Our fantastic team of experts are on hand to help you deliver successful results. We’re happy to answer any questions or have a chat about any projects - get in touch.

01/10/2021

What is a landing page?

Have you been hearing “Landing pages are great” or “You should be using landing pages”? If you’re not in the digital industry, it's probably a foreign term to you. 

So, what is a landing page? 

A landing page is a standalone web page that a consumer can land on by clicking a link. It is designed to convert visitors into leads. 

It’s common for a landing page to have no navigation bar, it ensures the visitor is not distracted and led elsewhere. Along with no navigation bar, there is typically a form to capture the visitor’s information. 

person at a laptop about to fill in their credit card details online.

How do landing pages work?

  1. A user sees a call to action, clicks it and ends up on a landing page with a form.
  2. The user fills out the form and becomes a lead. 
  3. You receive the information the user filled out and have it in your database.
  4. You can now market to the lead. 

Once they have filled out the form, they should be redirected to a ‘thank you’ page. 

What should be on a landing page? 

Start with a compelling heading to keep your visitor on the page and then a brief description of what is being offered. 

The content on the landing page should be concise and encourage the visitor to fill in their information - identify their problems and mention how you can solve them while benefitting them. 

As well as the informative content, you may opt to have trust building elements like testimonials or professional industry logos. 

It’s important to keep the consistency of the content so that it matches the visitor’s previous source. If the message is not the same, it can confuse the visitor and they’ll most likely hit the back button thinking they’re in the wrong place.

pencil drawing of a landing page plan

Why use a landing page? 

Now you know what a landing page is, these are the reasons why you should use them: 

  • Drive traffic

By having concise, straightforward information you’re enticing visitors to your landing page and encouraging conversions. 

  • Improve SEO

When creating a landing page, using targeted keywords and SEO best practices will help drive organic traffic to your website. 

  • Great as a PPC strategy

The dedicated content will target what your potential customer is looking for and quickly meet their needs, leading to a conversion. 

  • Target your audience

By having content for a specific audience, that touches on their pain points and offers a solution unique to them, they will first find your content more interesting and secondly, they’ll be able to relate more.

  • Generate leads and conversions

Landing pages help to generate qualified leads. You can bet the person who has just clicked through to your landing page and filled in your form is legitimately interested and ready to have a chat. 

  • Direct and to the point

Landing pages are designed to be free from distractions with no navigation bar and a focused message, this increases the chances of conversions. 

Are you interested in landing pages for your business?

At 22Group, we are a team of talented web developers, branding experts and marketing pros. We can help you create a landing page, design it in line with your branding and write captivating copy. 

We’d be happy to help answer any questions or discuss further - get in touch

17/09/2021

Time for a business autumn clean?

The start of September saw the introduction of autumn goods in the shops, children going back to school and people getting back into routines. And, with a change in season coming an autumn clean is just as important as a spring clean. But, we mean a business autumn clean.

Ensure your website, branding and marketing are all up to scratch and look the way you want it to. Keep content up to date, fresh and think about if these three aspects are still aligning with your business goals. 

desk with a computer, pot of pens and a mug

Website

Wondering if your website requires an update? Check if everything is still working, this could be the forms on your website, internal or external links or the customer login section. 

Once you’ve done that, is there now something you think could be added to your website to make it a better experience for your customers? A feature that allows them to do more or perhaps it’s something that has been suggested by your customers. 

Keep this in mind and not only will website updates improve the user experience but they will help with site security and your bounce rate. 

Branding

Right this moment, would you describe your branding as fresh? Does it fit in with the 21st century? 

From the colours used to the typeface, every aspect of your branding will influence how someone perceives your company.

Rebranding or a brand refresh can make you more relevant and can even help you reach and engage with a new audience. If you’re trying to tap into a new market or target audience, check if your branding is applicable to them as well as your current audience. 

Marketing

Are you following trends and managing to keep up with marketing tasks? 

Ensure your marketing goals still align with your overall business goals. It’s good to take a step back and look at the wider picture to see if you’re on track. 

Also, if you’ve been trying a marketing method for a while and it’s not getting you anywhere or getting you the leads you expected, take time to evaluate and try something different. 

When you update your marketing it will not only become more effective but it will also save you costs. It’s time to make wise marketing decisions. 

billboard with different colourful words

How can 22Group help? 

We’re proud to say we can offer many of your digital needs under one roof. Whether you are thinking about refreshing or creating a new website, brand or marketing we’ve got experts to help. 

Want to see what we’ve done before? Our latest case study is on a financial company who came to us for a website refresh, take a look at our work - click here

We’d be more than happy to have a chat about what you’re looking for or answer any questions you have - get in touch

26/08/2021

How to make social media accessible

Is your social media content accessible? 

While social media continues to expand with new features, so do its users. By having inclusive content, that is accessible, you can reach a larger audience. 

Especially with the last year and a half, people have been relying on social media and online platforms to interact and keep in touch with people throughout the many lockdowns. For people who are blind, visually impaired, deaf or hard of hearing, these small, easy changes make a huge difference in their social media experience.

It’s good to take note that smartphones already have some built-in tools to make their device more accessible, including text to speech, enlarging the text and in addition, lots of apps that can do all sorts. 

Tips to make your social media content more accessible: 

  • Image descriptions

Sometimes known as alternative text (alt text), an image description allows a screen reader to describe an image out loud. A lot of content on social media platforms are visual and the image descriptions really allow them to imagine the post.

Tip: keep it short and concise, the key features will help paint a picture.

  • Subtitle videos

Where possible for video content, create subtitles for them. There are many apps which can help do this for you or if you are posting on Facebook, it does have the functionality to automatically create subtitles, however, it may not be 100% accurate.

  • CamelCase hashtags

By capitalising the first word in a hashtag, it makes it easier to read not only for screen readers when they read aloud but also for everyone else. 

#MakeSocialMediaAccessible

  • Emoji usage

If a screen reader is being used they will pick up on the emojis, so if you use a lot in one go it could go something like “Hugging face. Hugging face. Hugging face. Hugging face. Hugging face.”. Now, that’s pretty annoying! 

All of these are simple yet effective ways to make social media more accessible. 

While technology develops, keep an eye out for new accessibility tools being revealed on platforms. 

Need help with your social media? 

At 22Group, we can slot right in where you need help whether that’s creating impactful social media assets or doing the leg work and posting on your platforms. Our flexible, experienced marketing team are happy to listen to your needs and work with you to achieve your goals. 

Ready to have a chat? Get in touch with us today

11/08/2021

National Tell a Joke Day

National Tell a Joke Day is coming up on Monday, 16th of August, so we’ve searched far and wide to find the digital related jokes that made us laugh the most. 

Jokes about websites

  • Grandmothers are like websites
    • They keep telling you to accept their cookies
  • I was placed under arrest for downloading the whole Wikipedia website
    • I told the officer “Wait! I can explain everything!”
  • What is the most common job amongst spiders?
    • Web design
  • How do you comfort a JavaScript bug?
    • You console it

Jokes about branding

  • How do you deliver fonts? 
    • By Courier
  • Things aren’t always #000000 and #FFFFFF
  • Two fonts walk into a bar
    • The bartender says “we don’t serve your type here”. They called the Serif.
  • I’m very font of you because you are just my type.

Jokes about marketing

  • Why are SEO experts always late to work? 
    • They love traffic
  • Why did the marketer get fired as a tap dancer?
    • They wanted to get paid per click
  • Why was the SEO guru upset when she found out she was going to have twins? 
    • Duplicate content
  • I made a joke about organic reach on Facebook
    • … nobody got it
laughing crying emoji on an iphone

Ok, they might not of all had you laughing your socks off but we hope they put a smile on your face! 

Share the laughter and send on some of these jokes.

Great websites, branding and marketing are no joke to us. If you need help in creating or refreshing yours then get in touch with us today.

14/07/2021

Why reviews are important for your business

When was the last time you looked online for reviews before purchasing a product or service?

It was probably quite recently. With the increase of online businesses, the importance of online reviews has never been greater. 

But it doesn’t mean if you are not primarily online, it doesn’t matter. Think about going to a new restaurant, so many of us check on Google what their rating is or what people said about them. 

lady on her iphone

Industries most affected by online reviews are: 

  • eCommerce

Buying online can be a risk. You don’t get to touch and feel a product so is it really like how it is pictured? 

This is when you would turn to online reviews to check if the eCommerce website was legit and that the product lives up to expectations.

  • Restaurants

As previously mentioned, you’re probably going to look up a new restaurant and see what others think to make sure you enjoy your meal. 

With so many places to eat out there, having your customer reviews along with good word of mouth are going to be one of your most important marketing tools.

  • Services

This encompasses a lot of businesses, including beauty salons, estate agents and even web design companies like ourselves. These customer-focused, tailored services often rely on positive reviews.

Customers will often check if there are any negative reviews and the response made by that business. It says a lot about them. 

  • Hotels

Going away to a new place and with the variety of places to stay, travellers want to get their money’s worth and ensure where they stay will be what they expect. After all, it’s going to be their home away from home. 

Negative reviews can really impact consumer decisions. It’s important to monitor any mentions or reviews and respond to show you care and protect your brand. 

It’s never a good idea to just ignore negative reviews, your brand image is on the line. It will say more about your business so you want to come across as professional and respectful. 

From your Facebook reviews to Trustpilot, acknowledging and responding to all reviews are recommended, it’s part of reputation management.

At 22Group, we know the importance of reviews and the impact they can have on your business. We can incorporate it into your website or help you shout about the great reviews as part of your marketing

Ready to get started or want to learn more? Get in touch

01/07/2021

Social media scheduler

Wimbledon is back this year and it got us thinking, is the ball in your court? Social media marketing can be a handful when you’re on several platforms. Keeping up with social media dates as well as trending topics and conversations is constant. Do you use a social media scheduler? 

Planning in advance is a great way to get on top. There are certain dates in the year that don’t change like Christmas and there are also social media calendar dates too like National Siblings Day. 

It’s great if you’re able to get ahead with creating assets or even what the caption for a post will be, but where can you put it to ensure you don’t forget when the time comes? 

That’s where social media schedulers step in. They’re there to make your life easier, help with planning and even execute the posting so if you’re busy elsewhere or don’t have the time on the day, the post is done for you. 

notebook and post-it notes for noting down social media scheduling plans

Why use one? 

  • Manage multiple accounts

Instead of logging in and out of different social media accounts, manage them in one place. Login once and see all your accounts from there. 

  • Save time

As well as logging into one place, if you’re doing the same post across all channels, many will allow you to select those accounts instead of individually posting.

  • Visually see your schedule

If you’ve been planning ahead and already put posts in your schedule, check and visually see all your posts on a calendar or similar format. You’ll be able to see if you already have posts going out that day or see how many are planned to go out that week or month. 

  • More than scheduling

A lot of the social media schedulers go beyond scheduling. To help with engagement or other parts of your digital marketing there can be other tools like a keyword researcher to help with SEO. 

  • Analyse results

Want to find ways to improve your digital marketing? You’ll be able to monitor and see results and after some time you can then see what might need to change or what is working. 

How to choose one? 

There are many social media scheduler platforms out there so you’re probably asking yourself “How do I choose one?”. 

They’re not all the same so there are some questions to ask yourself to help choose: 

  • What is your budget? 
  • Which social media platforms do you use the most?
  • How many people will need access to it? 

Most of the scheduling tools will have a USP and that might be that they specifically tailor more to one platform than another. 

22 group employees discussing social media scheduling

Downsides of schedulers? 

Although they sound great, like most things there are downsides:

  • Instagram 

A popular platform that is very app focused. There is restricted functionality outside of the app for scheduling posts on the grid, IGTVs and Instagram stories. 

Stories have become increasingly popular with many saying they prefer to watch stories than scroll their home feed. Do thoroughly check when a scheduling tool mentions you can schedule Instagram stories because there might be an asterisk mentioning it doesn’t publish it but reminds you to do so. 

  • Number of users

When looking at the pricing plans for different social media scheduling platforms, you most likely just look at their price per month. If you have a few people that need to use the platform, check the number of users allowed. On a lot of plans, they just allow 1 user on the platform at a time and anymore incurs extra charges. 

  • Full functionality

Social media platforms are advanced and constantly changing making them complex. Unfortunately, the scheduling tools might not be able to do absolutely everything you’re looking for. Whether that be posting videos on some platforms or creating Facebook carousel posts.

Most of the scheduling tools offer free trials or demos, we highly recommend making use of these so you can see what it’s like using the platform. 

  • Limitation with the free option

You may be a small business owner or just need a little help. A few of the scheduling tools offer a free option however, it is very limited in what you can do. This could simply be the number of social media accounts you can have on the platform or how many posts you can schedule. 

diary and pencil for writing down social media plan

What can 22Group help with?

If you are struggling with your social media marketing, whether that be keeping on top of it, generating content or creating visuals, we can help!

Our talented and experienced marketing team are passionate and proactive when it comes to social media marketing.

Ready to get started or want to learn more? Get in touch.

Manchester

+44 (0) 161 672 7822
enquiries@22group.co.uk

26 Dale Street, Manchester, M1 1FY
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