We're excited about the prospects Digital Marketing offers in 2018... are you?

Each year the modern consumer is instinctively relying on an engaging digital experience when researching to make purchases or become more informed.

Search engines such as Google continue to be the most popular channel for people to find and be decisive about the information they need. A study by Blue Nile Research shows that 79 - 82% of consumers use search, brand websites and customer reviews to make their decisions, whereas 14 - 25% use social, mobile and blogs to discover new products and brands.

If you don't engage in digital marketing, you will be missing out on the opportunity of reaching out to those looking for your services. Additionally to reaching out and attracting new clients, digital marketing provides you with accurate and detailed tracking reports. This enables you to see what is working and not working for your brand, track ROI and continually monitor to improve the success of your campaign based on these findings.

Digital Marketing allows a business to display their service or product to the entire world or a very specific group of people. This specific targeting can be defined with age, gender, location, interests and more. With real time reactions and responses your business will be able to significantly increase reach and awareness resulting in sales.

We will involve you in the campaign, reporting to you all activity and results following a campaign, it's our responsibility to make you successful.

"But I find that for myself, without exception, the more I deal with the work as something that is my own, as something that is personal, the more successful it is." Marian Bantjes

In 2018 Swimming Hippo will continue to expand our digital marketing services from campaign strategy to delivery of email marketing, social media advertising, AdWords management and Search Engine Optimisation.

New Content Writing Services

A key aspect of any good digital marketing campaign is the production of great content.

We have found that often clients find content generation a challenging part of their web development project.

Having recognised this potential barrier our clients may experience, Swimming Hippo have decided to team up with Matt Wheeler of Fire Starter Marketing to provide this service. With Matt's professional business experience and his background in developing marketing strategy's, your website content will better communicate all objectives set to measure the success of your project.

New Branding for 2018

We are excited! Swimming Hippo is developing a new brand to be launched early 2018. A logo is underway and a brand new website is to follow displaying our full service offering, work produced and the results of campaigns we have implemented.

If you have a digital marketing project in mind for 2018, call 01386 764747 or email create@swimminghippo.co.uk

Swimming Hippo sets BK Grain online for another 35 years’ success

In 2016, BK Grain Handling Engineers celebrated 35 successful years supporting British agriculture. They do this with services ranging from fabrication to turnkey design and build of massive agricultural facilities -- they'd even achieved a Royal Warrant. Despite their success in agri-engineering, BK now faced the challenge of promoting its services to new markets. That's when they hired Matt Wheeler and Firestarter Marketing Services to help with strategy and marketing, and through them, digital agency Swimming Hippo...
BK sales director, Simon Bird sets the scene: 'We knew Matt and Firestarter, and trusted his choice of web design and development partner -- Swimming Hippo. Together, they've transformed our online presence.'

Since 1981, BK had built an enviable reputation for agricultural-engineering on structures across the UK. Historically, business came via word of mouth, without needing a sophisticated website or other technology.

We had a basic, inadequate, old website The Wiltshire based agri-engineers had an old website, but they admit that it was a very basic static brochure site. And it was inadequate for the next phase of the BK success story. Simon Bird again: 'It focused on grain handling and didn't promote our other highly-marketable services. They're perfect for wider industrial application and include planning, project management, fabrication, Design & Build, NEBOSH Health & Safety, electrical installation and servicing. We do complete million-pound agriengineering projects for some of agriculture's most demanding customers.'

Firestarter and Swimming Hippo's challenge was to help BK promote these services to new audiences that wouldn't instinctively look to 'agri-engineers'. And reduce the seasonality of BK's business.

The web development challenge

The existing brochure site was unsophisticated. It had limited functionality and a message that didn't reflect BK's new strategy. On Firestarter's recommendation, BK entrusted Swimming Hippo with completely redeveloping the site. It was a complete makeover, using responsive site architecture, new images, new copy, BK's excellent customer testimonials and an easy-to-use content management system (CMS). Swimming Hippo's Joe Hirst explains: 'A key part of the brief was to quickly and clearly demonstrate BK's range of services. And to optimise the site for organic web search when prospects in targeted sectors seek BK's services.'

BK built its business on agri-engineering. Projects range from minor fabrication to turnkey projects valued at more than £1m. The jobs are often for massive grain handling facilities, such as Chipping Norton's Great Taw Estate or at the royal Windsor estate. Showcasing a portfolio of projects, the transferable services associated with them, and combining BK's images with fresh copywriting was a priority.

A fast, responsive, future-proofed website 

Joe Hirst again: 'The original website didn't do justice to BK's capabilities, their ability to deliver high-value projects to tight deadlines, and the value to customers. Using the latest website technology and with Matt's clear brief, we've given BK a fast, responsive, future-proofed website. Prospects can visit on various devices and be sure of getting BK's sales message. BK can easily add content with the site's easy-to-use CMS, so they aren't dependent on others to do this. Above all, the clear, visually engaging site quickly demonstrates BK's services and the benefits of working with them.'

Part of Firestarter's brief was to develop new business and marketing strategies. And a tactical marketing programme, including email marketing and e-newsletters targeting specific new markets. As well as being BK's main project showcase, the new website integrates with their inbound and outbound marketing. Historically, agriculture hasn't been an early-adopter of web technology, However, this is changing and the new website will engage with agriculture. Importantly, its real strength will be engagement with buyers in other industries -- prospects whose first action, when seeking services, is to look online. Hence the importance of Swimming Hippo's work on the site's on- and off-site optimisation and Google Analytics integration.

The Evesham-based digital agency was a perfect choice. As well as being a trusted partner of Firestarter, the company, founded in 2001, is experienced at digital marketing strategy, web design and development. Joe Hirst: 'We started from a low base -- 10 visits a day was 'busy' on the old site. By combining strong search engine optimisation, Pay-Per-Click and email marketing with a new site we anticipate considerable improvement.'

The benefit of outsourced marketing

Swimming Hippo perfectly complements my strategic and account management skills Firestarter, an outsourced marketing specialist, was hired in August 2016. Part of its brief was getting a new website live by Christmas -- a target that Firestarter and Swimming Hippo achieved. As Matt Wheeler explains: 'This is the latest of many projects with Swimming Hippo. We had to move fast, so, once I'd agreed strategy with BK, I assembled a mass of information, including project images and other source material. Swimming Hippo got these with my brief and began work on Phase 1 of the new website.'

A fine-tuned creative methodology

After working closely for years, the partners have a fine-tuned creative methodology, whereby Matt liaises between clients and Swimming Hippo. The relationship's strength comes into its own when time is tight, as with BK, who wanted their new website to go live quickly. Firestarter brings business understanding, strategic skills, account handling and finely-honed briefing skills. Swimming Hippo complements this with fast delivery of high-quality design, backed by robust site architecture. And there's a great user experience reflecting thorough appreciation of BK's needs. Swimming Hippo also look after technical aspects of ongoing site maintenance.

Phase 2 of the project involved ongoing optimisation, email marketing and fine-tuning of performance based on analytics. This phase started early in 2017. Matt Wheeler again: 'With the site live, we embarked on further transforming BK's web presence and online marketing. An online service and maintenance booking system is planned, as well as integration of BK's customer database for targeted messaging. Looking further ahead, we'll add more portfolio items and an e-commerce model so customers can buy equipment and spares online.'

Firestarter and Swimming Hippo's collaboration made it easy and worry-free for BK to benefit from a tailored package of strategy and online marketing. Matt Wheeler continues, 'this is yet another project where Swimming Hippo helped us offer an enhanced service with confidence. I particularly value how they aren't just 'web designers', but proactively contribute to strategy. Our relationship exemplifies great teamwork and outsourcing in practice. It also means we're both stronger than on our own and can offer clients like BK a wider skillset.'

Everything we want

Swimming Hippo improves all aspects of clients' online and offline comms with creatively-driven solutions underpinned by thoughtful strategy and a sound technical approach. In a few months working for BK, they transformed the agri-engineer's online presence. And they gave them a strong, scalable, online presence that will be the hub for future online marketing. BK are all set to address a very different marketing environment to that in which Simon Bird's father original co-founded the business. 'Our new website,' says Simon, 'has everything we want and flexibility that our old site never had. Previously, we couldn't add new content in ways that would engage with prospects and search engines. Now, thanks to Swimming Hippo's user-friendly CMS, adding new services, case studies or market sectors is easy.'

We'd recommend Swimming Hippo

With the new website working for the business, colleagues, customers and others are positive about Firestarter and Swimming Hippo's work. Simon Bird again: 'Everyone agrees that this is what we needed. While always respecting the past, we understand how a new generation of agricultural managers -- and decision makers in other industries that can benefit from our skills -- use the internet and social media. We've embraced this wholeheartedly.'

Would Simon Bird recommend Firestarter and Swimming Hippo? He's unhesitatingly affirmative: 'Matt and Joe delivered everything we wanted. They got the job done fast and smoothly. And at the same time they freed us from specialised marketing activity we had to do, but simply didn't have the skills or time to do ourselves.'

Fire and water don't usually mix, but as Firestarter Marketing Services and Swimming Hippo have shown again, there are exceptions to every rule!

More information

Swimming Hippo: Digital & Creative Agency 
Crab Apple Way
Evesham
WR11 1GY
t: 01386 764747
e: create@swimminghippo.co.uk
www.swimminghippo.co.uk

Firestarter Marketing Services Ltd 
Suite 9, Pure Offices
Kembrey Park
Swindon
SN2 8BW
t: 01793 238 012
e: matt.wheeler@firestarter-marketing.com
www.firestarter-marketing.com

Venice Beach Bike Hire & Digital User Journey's

To celebrate my daughter finishing her GCSE's, we planned a 'once in a lifetime' family road trip around California.

After witnessing breathtaking natural beauty in Yosemite Park and pushing my fear of heights by looking out from Glacier Point, our travels took us further south west to the coast at Venice Beach.

Now this place is pretty mad. Artists selling their creations along the boardwalk, shops renting surf boards and street art decorating the gables of apartments generally available to rent to tourists. Add to this the sheer volume of people and you start to gain an idea about the energy levels and chaos here.

This got me thinking. In amongst this chaos, how can a person selling services stand out from their neighbouring competitor.

Well here's my journey on selecting a bike to hire for the boardwalk ride from Venice Beach to Santa Monica.

Much like gaining attention at Venice Beach, making your business standout online is challenging. The principals of selecting a service/business whether physical or online are much the same. Here's a few basic reminders based on my experience...

// Positioning
If you're not visible, nobody can can find you. The bike hire company I used is situated on the boardwalk, you couldn't miss it! Can your business be found in Google listings when people search for a key service you offer? Whether using Search Engine Optimisation listings or Paid listings, you need to be found before anything else can happen.

// Branding
Does your branding represent the services/products you offer? Is it unique? Or is it still that logo a nephew knocked together 5 years ago and you've just run with it... your branding must make you stand out from your competition and be unique to attract attention. Muscle Beach Bike Hire with its bright orange bikes, literature and shop front certainly did that.

// Price Point
Venice Beach bike hire pricing was pretty standard at all the rental shops I looked at. This is not by accident... have you compared your price point to competitors, they certainly had. This is so important especially if you are offer a service that can easily be compared to a competitors.

// Service
So once I'd selected the shop, I went inside only to be met by your absolutely typical surf/beach 'dude'... who was amazingly friendly, passionate about what he was doing/slightly mad and knew his product. Once somebody has found your website, are they greeted with an image that truly represents your business? Does the content express your knowledge and passion for what you do? If your services are represented in a mediocre manner, the response rate will reflect this.

// Product
After finishing our ride up to Santa Monica, we returned our bikes delighted with the experience. No issues with chains coming off, punctures or the bikes being in disrepair... phew! Sometimes it's not so easy to know whether your service is up to scratch. Is your service as good as you think it is? Do you ever ask your clients for feedback? Hmmm...definitely something I need to look at doing.

// Cross Selling
As we had such a great experience hiring out our bikes using the Muscle Beach Bike Hire Company, we didn't hesitate to use the same place to hire out surf boards... again the service was superb, unlike my surfing!

If you want to create a user journey that will help your clients firstly find you, then engage with you, Swimming Hippo can help.

Call 01386 841449 or email create@swimminghippo.co.uk for more information.

Swimming Hippo
Digital & Creative Agency

Branding // Website design // Search Engine Optimisation // Google AdWords //  Email Marketing

Google AdWords. Does anyone actually click on those?

Google AdWords. Does anyone actually click on those?

Over the years I've been asked numerous times whether anyone actually clicks on Google AdWords, Googles' sponsored link advertising facility. Well I usually answer by confirming that this is Googles' main source of revenue stream, in 2016 89.5 Billion US Dollars were generated through AdWords, so yes people do click on them. (https://www.statista.com/statistics/266249/advertising-revenue-of-google/)

Now, how well they work depends upon techniques used when setting the account up and in management of the account.

One of the key requirements with any set up is to make sure that your Ad Campaign is segmented correctly, so when recently setting up a hotel campaign, we made certain that each 'Ad Group' holds within it several adverts relating to that group.

For example, an Ad Group was set up for 'Weddings', this group holds adverts based around topics the hotel specialise in; Country Weddings, Historic Wedding Venue, Weddings in the location of the hotel, etc... Doing this provides you with greater control over which adverts will show when selected search terms are used to activate them.

It also allows for greater control over ROI data.

Understanding your ROI (or Return on Investment) is critical to successful management of Google AdWords. If you have to ask yourself whether your current campaign spend is successful, you should maybe ask a few questions about the quality of its management.

Google AdWords has a facility called Conversions. Setting up Conversions will certainly help you achieve clarity on business generated from your campaign. If set up well, this facility can tell you which advert is causing the most conversions or actions on your site. An action can include the viewing of a page or even monitoring of a button click - so the Weddings Ad Group mentioned earlier is linked to two conversions, firstly how many people have viewed the Weddings Page and secondly how many have clicked to download a Weddings Brochure.

Real data tracking, nothing hidden.

These are just two elements of setting up an effective campaign, there are many more.

If you are looking to gain instant traffic to your website and be able to carefully monitor the success of your campaign, why not call Swimming Hippo on 01386 7647417 or email create@swimminghippo.co.uk

We work directly with Google when setting up your campaign.

Ecommerce Growth Predicted for 2017

In 2016, the UK ecommerce market was worth 133 billion pounds, that's a colossal figure.  IMRG predicted a growth of 11 percent during 2016, the actual figure was 16 percent.

This growth is expected to continue in 2017 by a predicted 14%. Will the market out perform expectations again? This kind of growth opportunity is difficult to ignore.

At Swimming Hippo we have been helping companies to set up ecommerce sites for over 10 years using bespoke software. However over the last few months, we have changed direction and selected Shopify as our preferred platform.

Shopify provides many key features in it's most basic form such as:

• Bespoke design templates accepted (key for design freedom)
• Easy editing facility for products and content
• Stock management
• Postage management
• Seamless cart experience 
• Multiple gateway payment systems
• 24/7 support
• Full order management
• Detailed reporting

In addition, Shopify fully integrates with MailChimp, the email marketing tool Swimming Hippo have been using when creating and broadcast promotional emails for over 2 years.

This means that powerful smart email facilities can be set up to enhance your clients shopping experience. If you have purchased online no doubt you will have experienced some of these enhancements. For example if a purchase is made, an email can be automatically sent a few days later asking the purchaser if they would like to leave a review or quietly nudge a client that has abandoned a product in their cart, maybe emailing them a discount incentive if their purchase is completed.

Combining these platforms will provide you with expanded facilities for you ecommerce site or future site.

Swimming Hippo produced the new Cadventure Vectorworks ecommerce site using Shopify, take a look here at the end result: https://shopvectorworks.cadventure.co.uk

'Swimming Hippo recently delivered the second of Cadventure's online stores. Our new Vectorworks software store has a complex structure and they worked hard to create an attractive and functional consumer site. We are very pleased with the end result as Swimming Hippo went the extra mile to help us achieve our goals.'

Elaine Lewis, Managing Director

If you are interested in developing a new or existing ecommerce website or reviewing your digital marketing to promote the site, don't hesitate to call Joseph on 01386 764747 or email create@swimminghippo.co.uk

Web: www.swimminghippo.co.uk

FaceBook: @SwimmingHippo

Twitter: @swimming_hippo

Art Shape Charity programme


The Art Shape Charity programme runs arts courses and projects with a specific focus on disability issues and social inclusion. Using the Shopify platform, Swimming Hippo are converting Art Shape's current website to an eCommerce website allowing for online purchases. 

Are you considering a new website or eCommerce project in 2017?

Why not give us a call on 01386 764747 or use our contact form.

Care Check Email Marketing

Care Check provide fast and quality DBS and DS criminal record checks to employers in all industries and charities. Care Check hope to achieve more enquires through their online application with a new website design.

'From first meeting with Swimming Hippo to discuss requirements for our new website they stood out from the crowd, friendly, professional and most importantly fantastic design skills!' 

- Charles Eason, Managing Director of Care Check


Care Check service multiple markets with DBS checks. Swimming Hippo have increased enquires from these market sectors using data and visual segmentation techniques as part of an email marketing campaign. 

'Swimming Hippo have helped us enormously with our email marketing needs and taken the hassle out of creating campaigns ourselves and the worry out of using mailer companies who’s data we cannot necessarily trust!' 

- Charles Eason, Managing Director of Care Check

Are you considering a new website project or email marketing campaign in 2017?

Why not give us a call on 01386 764747 or use our contact form.

PVCR New Website Design

PVCR has an aim to recycle and manufacture new PVC products derived from materials destined for landfills and process them to a quality fit for reuse into manufacturing. 

‘Creating a second website with Swimming Hippo was an easy decision, guided by the excellent design and technical support provided during the build of the first website. The web analytics depict such a good performance for the first website, why would I change a winning formula?’ 

- Kate Wheatstone, Digital Marketing Manager, REHAU Ltd

Are you considering a new website project in 2017?

Why not give us a call on 01386 764747 or use our contact form.

Vector Works E-Commerce

Vectorworks is a line of 2D/3D design and BIM software solutions that allow designers to take their ideas from concept to completion. Using the Shopify platform Swimming Hippo have added a second shop to the Cadventure website enabling customers to buy Vectorworks products online.

'Swimming Hippo recently delivered the second of Cadventure’s online stores. Our new Vectorworks software store has a complex structure and they worked hard to create an attractive and functional consumer site. We are very pleased with the end result as Swimming Hippo went the extra mile to help us achieve our goals.’

- Elaine Lewis, Managing Director

View the finished website here

Are you considering a new website or eCommerce project in 2017?

Why not give us a call on 01386 764747 or use our contact form.

Swimming Hippo welcome Mia Sutton

Our newest Swimming Hippo team member, Mia Sutton, joined us on the 1st of December. Mia will be completing an apprenticeship in Web Development in her first year with us and will be working as a Junior Digital Developer.

Initially Mia will be assigned to supporting you with email marketing, editing graphics and updating website content. She will also help with our own Swimming Hippo marketing, ensuring all of our clients receive regular updates and information about how Swimming Hippo can help improve your digital marketing.

Mia has previous experience in digital marketing, including management of company social media accounts and designing monthly email campaigns.

Mia also has a passion for photography, loves to travel and keep fit at the gym.

Local Business Google Search Marketing Frustrations!

A local business owner came into our studio last week frustrated by the cost and level of support being provided by two mass market companies who were contracted to manage his website, Google Adwords (Paid listings) and Google MyBusiness (Local listings) account. 

After a little digging around, I found that his AdWords account was showing adverts with wording not relevant to his business plus they were not covering the full area he covered. Additionally his Google MyBusiness was set up under a service that he actually offered, but it was not the primary term the business should have been listed under. 

In his frustration, the owner had set up his own AdWords account and MyBusiness account resulting in having duplicate accounts! 

This got me thinking... how many other local businesses are being 'supported' in such a way?

One way I have been able to help is by explaining the Google search results page landscape, what each section is and how it is managed (See screen grab): 

1) Google AdWords (Paid Listings) 

I'm sure you haven't failed to notice that a little while back Google changed the layout of its search results page so that the paid adverts no longer sit on the right hand side of your browser. Basically Google have tried to make their paid results look more 'native' by showing up to four adverts above merit listings and three below. This section is managed through Google AdWords or AdWords Express found in your MyBusiness account. Here you can select terms used that your advert will appear under when they are searched for, the wording of your advert and how much you are willing to pay to get higher in the list. 

2) Google MyBusiness (Local Listings) 

These adverts appear when terms are searched for that Google has registered as category's a local businesses fits into. So for example, when looking at the term "roofing repair evesham" the results page shows MyBusiness listings, the terms "roof maintenance" does not. At least three listings are shown here until that category is expanded, so you can see how important it is to set this up correctly. Google MyBusiness information can be edited in your Google + account. 

3) Merit Listings (Search Engine Optimisation) 

On some search result pages you have to scroll down past four AdWord listings, then three MyBusiness listings before you even get to a merit listing! A merit listing, as suggested by the name, is how Google reviews the merit of showing your website page above a competitors in the page results. This is commonly called search engine optimization and is managed through the content and structure of your website and using a technique called back link generation.  

Our aim is to reduce the monthly cost of local business online marketing spend whilst improving their results.  

We can help you fully understand how to achieve this and importantly exactly where and how effective your spend is. 

Call 01386 764747 or email joe@swimminghippo.co.uk if you are frustrated with your Google Search Marketing!

Get the best out of your Digital Marketing & Branding Agency

With the new year underway, companies are generally reviewing marketing strategies and budgets. They tend to question the effectiveness of their current marketing strategy - begging the question, are you using your Digital Marketing agency to its full potential?

If you have hired a digital marketing agency already it demonstrates you understand how valuable a digital presence can be for your business. In order to market your brand to its maximum potential use the services your digital marketing agency has to offer.

Increasing mobile usage
Each year the increase in mobile usage continues to grow with 67.1% of people accessing the internet on their phone. So, unsurprisingly, the use of mobile marketing will be a key trend to follow in 2016, which also means if your digital marketing plan is not mobile then it really should be.

Social Media Marketing
Are you using Social Media within your company and how can you make this work for you? Digital marketing is ever changing and social media is no exception. Facebook and Twitter are becoming the most powerful marketing tools out their. 65% of adults used social media in 2015 which is nearly 10 times for than in 2005. (Pewinternet.org, 2015). If you're not using social media in some form for your business then the question is why not? Interacting with your customers through social media is proven to increase your online presence.

Email Marketing
You may be thinking, I already have an email marketing strategy in place. But what some business' are failing to realise is that emails are less likely to be opened on desktop computers but rather on smartphones - '45% of email opens occurred on mobile, 36% on desktop and 19% in a webmail client.' – Adestra “Top 10 email clients” (March 2015), so optimising your email template for mobile is essential if you want to increase your click through and open rates!

Use your Google Business Tools!
Get your Google Business page set up! Its surprising how many companies still don't use Google Tools to their full potential, with Google AdWords, PPC, Analytics and Business Page make sure you have these services in place which will meaning spending some money in order to maximum your companies search engine optimisation! Show the world you're open for business . Google (2016)

Use Video
Don't be afraid to take advantage of your Digital Marketing agencies expertise and trust them to increase your brands digital exposure through a variety of different medias, a key channel to be used in 2016 is video. By 2017, video will account for 69% of all consumer internet traffic, according to Cisco. Including this in your marketing strategy is imperative to engage with your users. For any social media campaign, any SEO exercise, video is without doubt one of the best tools in the kit.

So, make use of your Digital Marketing Agency and use these digital marketing tools to get the best for your business! If you have any questions about Digital Marketing & Branding, email create@swimminghippo.co.uk

Why should you set up a company Linkedin profile?

Since LinkedIn was established in 2002 it has revolutionised the way people network. Over the last 13 years many new features and opportunities have been made available - do you find keeping up with these changes difficult?

Having recently spoken to a company director about the best approach on using LinkedIn to market their services, we noticed that his business was being represented by a personal LinkedIn account not their company LinkedIn page.

This restricts the opportunities available to that business in a number of ways;

1. Branding
2. Creating show pages
3. Making company posts rather than personal
4. Link together all your employees on LinkedIn

Branding
Wherever your business is represented, brand continuity is of upmost importance to maintain a professional identity. This applies to your company LinkedIn page and is not be available via your personal LinkedIn page where a profile picture would be placed showing the account administrator rather than something that reflects your company such as your logo at least.

Creating Show Pages
Often a company will offer a number of different services or may wish to promote different features of a product. This can be achieved using show pages. Each show page resides under the one account and can be categorised to show only posts relating to selected topics.

Making company posts rather than personal
Social media is often used for connecting people with people, it is also essential for connecting people with information. If you designate a LinkedIn administrator account that is personal, what happens if that person leaves your business or if they want to post something that is not business related? Having a specific company account that is listed as making posts will help to avoid these and other issues.

Link together all your employees on LinkedIn
Show off your team on LinedIn by associating personal LinkedIn accounts with your business account, but beware of the two issues that may occur mentioned in the early paragraph.

If you need advice on how to use LinkedIn to promote your business, Swimming Hippo can help.

How to overtake your competition online:

How to overtake your competition online:

When it comes to digital marketing or SEO as its more commonly known, reaching high positions on search engines like Google can make a huge difference to your overall visibility and sales.

There are many aspects to consider when you want to climb up this ever challenging organic ladder:

One aspect is what is known as link building and content marketing.

Google and other search engines are always looking to offer viewers the best experience and to do this offering the most relevant and up to date content is key.

Once you have this content though the big question is what do you do with it?

Well we have expert content writers that each have a passion for a specific field be it sport, lifestyle, business, tech, fashion and many many more.  They have contacts with web site owners (webmasters as they are known in our field) and they offer this content out to them.

If the webmaster likes it, they will put that piece of content onto their website and when Google do their rounds and look at the website that has your content on it, they look fondly on this and put you higher up as they feel you are the most appropriate.

As long as you don't drone on about you and your business and keep it very non promotional and the sites are respected it works.

Now nothing happens over night, but this is a proven tried and tested method to get you those enquiries you could do with, and right now we are offering to review where you currently are for free, we will look at your competition, your strengths and weaknesses and even put a game plan together with some suggestions that you could do yourselves or we could help with.

If your keen to explore this idea and would like a free review why not let us know by calling 01386 764747 or click here.

How often should I have my website re-designed?

How often should I have my website re-designed?

Firstly lets address the bias here... this is a digital agency asking the question, it's like Evian telling us that drinking more water is essential. But this is a question that I am asked fairly routinely. (Just to clarify, when using the term re-design, I mean a complete creative process resulting in a new look website but not necessarily a new company identity/logo).

So how can that question be answered because it's certainly not an answer that should be given in years. Why not? Because the requirements and expectations of visitors to your website can change unexpectedly and the services you offer or your business process may force a new approach that needs to be communicated. On those occasions, you can't wait 2 or 3 years, a fluid view has to be considered.

Lets take a look at a few key indicators that will dictate when change is required: 

• Design trends 
• Technology 
• Keeping up with competition 
• User expectations 

Design trends 

Yes they are called trends for a reason, they change frequently. Now some business types will be more affected by trends than others. Take for example the comparison between a couple of market sectors that Swimming Hippo deliver to, Hospitality and Manufacturing. Hotel websites are bound to be more affected by trends than say a traditional engineer company because user expectations demand it - larger images, more information about room layout, reviews, videos, social media, booking facilities... etc., etc. But a traditional engineering company that delivers to a specialist market sector may not be swayed so much by design trends as focus on providing technical data could be the main requirement here. But that does not mean that such a company will escape from technical expectations.

Technology

There's simply no avoiding the effects of progressive technology, April's blog post discussing the increased urgency in making sure that your website is smart phone friendly highlights one example of this. If technology changes, then you need to make certain that your website is updated to cope with the advancement, if you don't then you are isolating visitors rather that inviting them.

Keeping up with competition 

You are not alone! If somebody searches for your website address, company name or especially the service or product you deliver they will obviously be presented with many alternatives. If the websites available are better designed, easier to navigate or mobile friendly in contrast to your website, a potential client or even an existing may be more inclined to use a competitors.

User expectations 

So the answer to that question, how often should I have my website re-designed? When the experience you want your target audience or that they are expecting is not delivered. Is that happening now?

Swimming Hippo have been designing and delivering websites for over 14 years. If you have a website design or digital marketing requirement, why not email us or call 01386 764747.
 

More coffee please!

May is the month for new business (April was pretty good to actually...)

Swimming Hippo is pleased to have been selected to continue or start new contracts with a number of businesses in April & May.

Whatley Manor Hotel & Spa

AA Inspectors Choice Hotel with five stars based in the Cotswolds have been working with Swimming Hippo to improve their email marketing. So far the Whatley Manor e-newsletter is achieving an open rate of 24% and a click through rate of 6%.

Smart XS - Exhibition stand designers

Having developed a site for Smart XS over 4 years ago, we are pleased to be working with them on the design and development of a new mobile friendly website.

A Creative Combination

Gloucestershire Dance & Artshape are working on a range of projects under the umbrella branding of the Arts Inc Partnership. A new responsive website is being designed for this combination of creative arts organisations.

"Both GDance and Art Shape chose Swimming Hippo to develop their individual organisations’ websites, and felt confident returning to SH with this new brief for the Arts Inc partnership micro-site.  Joe had already taken time to understand the two organisations’ values, image and vitally important access requirements" Cath Wilkins (Director)

The Speech House

Recognizing the need to increase their digital marketing requirements, The Speech House have approved an increase in their digital marketing program.

"Having worked with Swimming Hippo developing our digital marketing for several years, we
have found them to be both extremely helpful and innovative. In an ever changing market place one has to always be aware of new trends. I would fully recommend Swimming Hippo." Peter Hands (Director)

Fire Starter Business Solutions

Firestarter Business Solutions delivers sales and growth engines that achieve real, measurable, positive impact on your business performance & profitability. Swimming Hippo is now the selected supplier to deliver all digital marketing requirements for Fire Starter Solutions.

"We are really pleased to be working with Swimming Hippo to deliver digital marketing in support of our clients' sales and growth objectives. We look forward to a long and successful partnership." Matt Wheeler (Director)

Reaching for the skies

Fletcher Access (www.overheadworks.co.uk) have used Swimming Hippo for the conversion of their website to responsive design in response to last months Mobileaggedon email campaign.

"Thank you Joe, good job done." Simon Fletcher (Director)

We are looking to take on more projects over the next few months. If you have any digital marketing or creative requirements, please call 01386 764747 or email create@swimminghippo.co.uk

Email marketing, is it worth it?

Email marketing has become a default method for many businesses to keep in touch with their clients and contact companies with a view to gaining new business. It's a cost effective marketing tool that can be fully tracked and monitored in order to check the success of each time you 'broadcast' or send a message. 

The effectiveness of an email campaign depends on many factors, this post provides an overview of items to consider for starters:

How do I acquire good data?
Should I send the same message to my entire data list?
How important is design?
Can I avoid spam filters?
What are responsive design templates?
To what extent can I track activity?
What are your legal requirements?

How do I acquire good data? 

Okay, so you have a great product or service but nobody to email it to, how do you start to build an email data list?

Buy it! Well first of all you can buy data - but this presents an issue immediately as data suppliers range from the 'buy one million business emails for a dollar' offers to ones that you should actually consider. So what we are saying is NEVER buy cheap data lists, they will contain mainly useless email accounts that probably don't exist anymore and worse than that, emailing those lists is quite possibly illegal. So that's the don't, what about who you should buy from. As with purchasing any product, check your supplier background, who they currently supply and if they are accredited with the right groups such as DMA and IDM. Once the basics have been established, ask questions such as how was the data acquired, i.e. what did the people who have registered these email accounts opt in to receive information about, how old is the list and when was it last cleaned, that is when was the list last checked for email accounts that no longer exist (those that hard bounce).

  

Existing clients. If the information that you are emailing is relevant to existing clients, which it should be, then contact each client and request permission to add their email details to your data list.   

From website enquires. Ideally a contact form from your website should be made available for visitors to request information about your business, but don't forget to allow for those making the enquiries to tick the 'please send me information in the future' inclusion box. 

Should I send the same message to my entire data list? 

As with any good direct marketing exercise, the more focused your effort, the better chance of success you have. So if you can segment your data into specific relevant categories then do so. It maybe that the topic you are promoting is suitable for your entire data list, but maybe you have some vital information for a specific sector and on those occasions having the facility to focus your broadcast is beneficial. For example,  there is very little point in me sending an email only covering the topic 'helping hotels to increase direct bookings'  to a data set that includes schools and academies. Planning is required to manage your data in this way. 

How important is design? 

Good design is vital to the success of any email campaign in so many ways ranging from brand continuity to presenting the right first impression to making sure that the recipient knows where to click to get to relevant information without really having to think about it. Applying simply design principals will make your email more attractive and eye-catching, so more effective. 

Can I avoid the spam filters? 

The immediate answer to that question is, you can't avoid spam filters. According to Return Path who monitor spam data, you can expect to loose 10-20% of your emails each broadcast.  

So how do you keep this figure as low as possible? There are a number of basic ways to do this: 

Your email subject should not SHOUT AT IT'S RECEPIENT, avoid caps. 

Do not go crazy with exclamation marks !!!!!!!!!!! 

Avoid using brightly colored fonts. 

It's probably not a "Once in a lifetime opportunity" so don't over exaggerate with your terminology. 

Avoid using one large image and make sure that the HTML code used for your template is very clean. 

Keep your data fresh, don't send to stale or dead email accounts. 

What are responsive design templates? 

Just like your website should view correctly on smart phones and tablets as well as desk top computers, your email should also because... no surprise here, take a look at this stat: 

"More email is read on Mobile than on desktop email clients. Stats say 48% of email is now opened on a mobile device Litmus --"Email Analytics" (Jan 2015)" 

To what extent can I track activity? 

The tracking of activity following an email broadcast is one of my favorite aspects of email marketing, in fact I can become quite obsessed with it. You can track the basics; how many people received your email, who opened it and how many times, which link they click on, when and again, how many times... then you can get more interesting, sending out to a sample of your data emails with different titles and tracking which is the most effective prior to completing the full broadcast. Linking your email into Google Analytics is also a very useful method of tracking data, especially when e-commerce is involved... there's just too much to list, don't get me started please! 

What are the legal requirements? 

Okay in as basic a statement as possible, make sure that all your email data recipients have opted in to receive emails from you (or you as a third party). Provide recipients with a method of unsubscribing from your data list and display your company details on all emails broadcast. If you want to know more, it's worth taking a look at https://www.gov.uk/marketing-advertising-law/overview  

Is email marketing worth it? If it's done effectively, yes! 

Swimming Hippo have been designing, managing and broadcasting email market campaigns for over a decade. If you are interested in starting or improving your email marketing, we can help. 

Email joe@swimminghippo.co.uk or call 01386 764747 for more information. 

So exactly what is Mobilegeddon?

Mobilegeddon is the term being used to describe Armageddon for none friendly mobile websites. On Thursday 26th February 2015, Google announced that it would be changing the mobile search algorithm.  

How will it affect your your website? Well it means that organic results (the 10 blue links listed) when a search is requested will alter depending upon if your website is mobile friendly or not. If your website is not mobile friendly, then you will find that from April 21st 2015 it is not as high in 'the search engine pecking order' as Alan Sugar liked to describe it on The Apprentice. 

This change has been described by Search engine Journal as, "arguably one of Googles biggest updates in search history." Not something to be ignored. 

What you need to do to stop your website being affected by this algorithm? The answer to that question is quite simple - use responsive coding so that the formatting of your website changes depending upon the screen resolution of the device being used to access your website. So, for example it a potential client views your website on a smart phone then a responsive design will change font sizes, layout and menus to enhance the user experience. 

Here's a few examples of websites Swimming Hippo have developed using responsive design: 

www.cheltenhamregency.co.uk

www.bhhotel.co.uk

www.harpendeninteriors.com

www.whitleyacademy.com

www.allsaintscofe.co.uk

www.artshape.co.uk 

Is your website going to be affected by Googles algorithm update? Take a look at the Mobile friendly test site: https://www.google.com/webmasters/tools/mobile-friendly/

If the results from this test are not positive, Swimming Hippo can help get your website Mobile Friendly and not only overcome this Google update, but also provide a better user experience for the potentially 50% of your existing visitors. 

Call 01386 764747 or email create@swimminghippo.co.uk if you would like a free quotation. 

Improving email Click-through & Open-rates for better email marketing

Email marketing is a key tool in growing your website traffic; this is achieved by recipients clicking the hyper-links included in your email. However, the first step is actually getting your subscribers to open your email; here are some key ways to increase your email click-through rates.

Subject line
Improving your subject line is considerably important when getting your recipients to open the email, stats show that “33% of recipients open emails based on the subject line alone.” MailChimp recommended that the subject line of an email should between 16-27 characters which has an “11.6% click-through rate”. The best subject lines include words that are time sensitive, enforce a matter of urgency or are some sort of announcement & event invitation.

Within the email subject line there are a couple of key things that should be avoided, such as capitalizing your entire subject line, using exclamation marks or using the word free. Subscribers lose interest in reading or opening your email when they are overloaded with constant sales and promotions.

Segmenting your list
Creating content that your clients will be interested in is key in increasing your click- through & open rates, this is because different subscribers read different information. Using subscriber location, inter nests, or activity to segment your list, so you can send the right content to the right people. Segmentation helps create stronger campaigns and build trust with your subscribers and send targeted messages about specific product ranges to the right people.

Perfect your timing
Analysts generally agree that the best days to send emails are Tuesday to Thursday, either first thing in the morning or immediately after lunch. However, research from e-marketing firm Pure360 found that 48% of emails are opened outside traditional office hours. The best way to work out which time is best for you is to text different times.

Have a call-to-action.
This is what you’re asking your customer to do, e.g. “20% off all this week”, “check out our new range”… keep this to a minimum, and include the same call to action throughout the email to improve click-throughs.

Improve click rates
Once your email has been opened a few things can be done to improve the click-throughs such as, making links more effective, “want to find out more about our Christmas deal” or “click here to find out more about our Christmas deal” rather than generic phrases like “click here” make the customer aware of what they will be clicking through to. And make sure links are duplicated with the content giving the recipient more options to click-through.

Finally one of the key things regarding email marketing is making them mobile responsive, meaning customers can open and read their email anywhere. Over 50% of people open emails on a mobile device, and 75% delete it if it is not easy to read. MailChimp offers mobile responsive templates so definitely use them.


If you would like to find out how email marketing could benefit your business, then contact Swimming Hippo on 01386 764 747 or create@swimminghippo.co.uk for more information.

Tweet, Like and +1 to encourage business

Connecting with customers plays an important part in keeping your business thriving. As a company with an online presence, you have a multitude of options available in achieving this, including email marketing, pay per click advertising or social media.

Social media is a term referring to users interacting and sharing content from around the web. If a user is interested in your website for example, then they may share your web address with a friend. Social media itself can present itself in many forms – blogging, social networking websites, podcasts and social bookmarking to name a few.

Creating content that your clients will be interested in is a great way to build brand awareness. Social media makes it easy for people to share this content with their colleagues. From a business point of view, content such as news articles, offers and events are great place to start.

Creating this content is all well and good; however you need to be actively promoting it too. The best way to do this is to create profiles across different social media platforms. Choosing the right platforms for your business can be tricky, so here’s a rundown of the top 4 which we feel are ideal places to start:

Facebook

If you asked someone to give you an example of social media, they are likely to respond with Facebook. As the biggest and fastest growing social networking website on the internet, Facebook encourages users to connect with each other, share and ‘like’ content. By ‘liking’ content, users can show their appreciation for content (such as images and video) or a product, brand or company. The more ‘likes’ your page has the larger your reach.

Twitter

Twitter is the biggest ‘microblogging’ website on the web, allowing users to send and share short posts (140 characters only) about absolutely anything - from what they are doing right now, the discussion of a topic, images, videos and promoting services. By encouraging followers, you can increase your reach and target audience.

LinkedIn

A business targeted social networking website, allowing businesses to promote services using advertising, employee profiles, and job adverts. The site encourages you to endorse people you have worked with, as well as promote and share business news.

Google+ (Google Plus)

As it becomes a core element to Google’s search results, Google+ allows you to create personal profile page or business pages to promote and share stories across the web. By entering in company details, the site will promote your business in search results with extra features such as authoring content and adding detailed information to Google map results.

Why not follow us on Twitter, Facebook or Google+ and keep up to date with our latest news.