Managing Director, Debbie Rennie, in support of The Federation of Small Businesses, responds to small business key questions with a focus on the company’s journey and the costs impacting supply chain and customers.

How and why did you start in business?

Following the financial crash of 2008 I was made redundant from my marketing role at a recruitment agency.

I was newly married, had no children and so thought “what the heck, let’s try going this alone”.

In July 2009 I became a freelance marketing and communications specialist. By 2015 it made sense to merge my business with my dad’s, so I became part of Innes Associates, which we then rebranded as Instinct Marketing + PR in 2021.

How did you get to where you are today?

Through a lot of hard work, determination, grit, belief and courage. I read Atomic Habits by James Clear, who shares his revolutionary system to get 1% better every day.

He highlights how tiny changes create “remarkable results” and this has definitely helped me.

Family, particularly my husband, and friends have been hugely supportive.

I’ve also received incredible support from clients, suppliers, employees and business connections.

In addition, I’ve worked with some fabulous mentors and coaches, without whom the rocky times would have been a lot rockier.

And I’ve had huge support from the Federation of Small Businesses and other organisations over the years. I appreciate the opportunities they offer to meet and connect with fellow business people.What’s the best piece of advice you’ve ever had?

Two things that stand out are “your kids don’t stay young for long so cherish the time you have with them” and “you can’t always control what happens, but you can control how you respond and that’s what makes a difference”.

What is your biggest mistake?

I think I’ve made many mistakes, don’t we all?  But, ultimately, that’s a good thing because mistakes help us to become better versions of ourselves. I believe we learn more from them than from our successes.

Personally, I wish I hadn’t let my lack of confidence and self-belief hold me back for so long.

What is your greatest achievement?

Beyond having my kids, I think remaining resilient in business, facing challenges with a positive mindset and helping run the business my dad started into its 20th year of trading this year.

How are you managing rapidly rising costs and how could the government help?

We’re keeping close control of costs within the business, but we’re lucky because rising energy costs aren’t impacting us directly.

But other increasing costs are having an impact on our supply chain and customer base.

What are you currently reading, listening to or glued to on TV?

I enjoy reading business, performance and autobiography books. Most recently, I finished reading Pig Wrestling by Pete Lindsay and Mark Bawden, and before that The Midnight Library by Matt Haig, both of which I loved.

Podcasts such as Diary of a CEO are my go-to when commuting or walking, but when I’m running there’s nothing better than turning up the music and just letting go.

What do you waste your money on?

My husband would probably say clothes. I’ve become a bit of a Vinted fanatic – both for the reuse and recycling benefits, as well as the bargains (Vinted is an online marketplace for buying, selling and exchanging new or secondhand items, mainly clothing and accessories).

What’s the first thing you do when you get up in the morning?

Usually, I hug my five-year-old and once up the priority is to give him breakfast, as he’s always starving and not very patient.

What do you drive and dream of driving?

I drive a Nissan Qashqai, which I’ve owned for about a year.  Before having kids I owned a Mini, which I loved so might get another one.

I’d also love to have a campervan/motorhome so we could enjoy travelling more.

 

This month we focus on Bon Accord Training Limited, headed up by Director, Carol Gray. Established in 1986, this multi-accredited firm delivers skills and safety training in mechanical handling equipment  to thousands of customers from a wide variety of sectors throughout Scotland.  

• Tell us about your PR and marketing strategy? 

Through a combination of press releases, social media posts and our new website, our PR and marketing efforts help to position Bon Accord Training Limited as the go-to provider for mechanical handling equipment skills and safety training across Aberdeenshire, and further afield in Scotland. 

• Why do you invest in PR and marketing? 

We’re fortunate to secure a lot of repeat business and work via recommendations from happy customers, but in a competitive market, it’s critical we maintain our market share through a consistent presence on social media and by being regularly visible in local and regional media. The team at Instinct Marketing and PR helps us do both these things. 

• What are the key benefits? What has worked well? 

With Instinct’s help we recently refreshed our web copy, with a focus on clarifying our tone of voice and sharpening up our messaging and language. The resulting site is much more accessible without losing any of the key information – it would have been a struggle without them. 

• Where are your marketing efforts currently focused? 

Instinct has just submitted our Award entry for the Federation of Small Businesses Awards, so we’ll look forward to hearing how we get on there. In the meantime we have a few key business news items to share so we’ll be focusing on the press release and social media work involved in that. 

• Where will you be focusing your marketing efforts in the next few months? 

We’ll be continuing to undertake some prospecting in the coming months, with the help of a new brochure that the Instinct team has put together for us, as well as a Bon Accord Training branded free gift. This time of year is often a review period for many businesses, and we’re keen to be front of mind for both existing and potential clients. 

Is there a better month than January to plan your marketing? We don’t think so! Here at Instinct HQ, we’ve been busy looking ahead and have found a few key trends that look set to dominate the marketing landscape in the coming year. 

• It is personal 

Personalisation is on the rise, and as consumers become more tech-savvy and demand more tailored experiences, we marketers will need to find ways to deliver personalised content, recommendations and offers at scale. This could involve using artificial intelligence (AI) and machine learning to analyse customer data and deliver personalised messages, or using chatbots and other interactive tools to engage with customers in real-time. 

• Video content 

From live streams to explainer videos and vlogs, video has long been recognised as an effective way to engage and connect with audiences. As a growing number of people consume content on their phones and other mobile devices, it’s vital that any video content is optimised for these platforms. The use of virtual and augmented reality (VR and AR) in marketing is also expected to grow, as the technology becomes more accessible and affordable. 

• Social is here to stay 

Social media will remain a key component of the marketing mix in 2023. While platforms like Facebook and Instagram still dominate, newer platforms like TikTok are growing in popularity and offer new opportunities to reach and engage with audiences. In addition, the use of micro-influencers (influencers with smaller, more niche followings) is expected to grow, as they tend to provide more targeted and authentic engagement than traditional influencers. 

• Content is still king 

As more brands compete for attention, high-quality, valuable content that stands out will be more important than ever. Using data and research to inform content strategy, and experimenting with new formats like podcasts or interactive content will become the norm. 

• The value in values 

Consumers are looking for brands that align with their core beliefs and are increasingly making a stand on social and environmental issues, so sustainability and value-driven marketing will continue to take centre stage. Brands that can demonstrate their commitment to sustainability and social responsibility will have a competitive advantage. 

2023 will be an exciting year for marketing – and as the pace of change in the industry grows, so too will the need for savvy marketing and PR strategies that incorporate all the latest trends. 

Keen to cut through the noise and share your product or service with the world? Promotion is in our nature! Get in touch to find out how we can help. 

Happy New Year folks and a warm welcome to our new blog series for 2023, ‘This Month We Meet…’ where each month we quiz one of our clients on their PR & Marketing strategies. First up this year we focus on Grace May People, headed up by Director, Sasha Jaypalan

 

Established in 2015, this award-winning IT recruitment firm puts the human factor first to provide an alternative approach to mainstream recruitment.

· Tell us about your PR and marketing strategy?

With a consistent focus on our website and social media, but with some additional scope for awards entries and press releases, our marketing is aimed at raising our profile and boosting our exposure in and around Aberdeen, and across Scotland.

· Why do you invest in PR and marketing?

We couldn’t maintain a high profile within our key audiences without it! We’re in the business of people and our values are at the core of what we do. Being recognised as personable and communicative is key to that, and our marketing is a means of highlighting – across a wide range of channels – not just what we do, but who we are and how we do it.

· What are the key benefits? What has worked well?

With Instinct’s help this year we’ve grown our followers on social media. Winning the ‘Best UK-wide IT and digital recruitment services’ in the Scottish Enterprise Awards last year was a real milestone – Instinct partnered with us and walked us through the whole process from start to finish. Their team has been great in this area.

· Where are your marketing efforts currently focused?

We continue to grow our client base and social media remains a key driver for that – our goal is to be the preferred IT and Executive Search company for our select niche clients and candidates in Aberdeen, Glasgow, Edinburgh and London. We’ve grown the business organically through recommendations, which has been wonderful. Instinct Marketing has helped us to tell and share the story of how we work. As a business we all love what we do, and it’s such a privilege to help the companies and candidates we work with.

· Where will you be focusing your marketing efforts in the next few months?

We’re keen to continue what we’re currently doing. We’ll be publishing plenty of engaging articles for our blog alongside creative social media posts and grabbing any opportunity to get back out there and network in person again, and really drive the business forward. Our role is to problem-solve for our clients and candidates. Recently more than ever, the workforce has experienced so much change, and we can provide guidance on how to navigate this ever-changing landscape.

Clients often ask us if having a blog is worthwhile. The short answer is, yes. Absolutely. 72% of online marketers described content creation as the most effective SEO tactic, in other words, the number of visitors to their website increased. Blogs were recorded as the 5th most reliable source for gathering online information. Still questioning the benefits of blogs?  

Why?  

The Internet has radically transformed how your customers receive the latest information. It’s become non-negotiable for businesses to be present and consistent via social media. How often have you searched up a brand on Instagram or Facebook to find out more before committing to a purchase? It can be tough for brands to keep on top of current trends in marketing, but simplicity is usually key.  

Before creating an effective marketing strategy find out how your website is performing. Where does your traffic come from? Which keywords are ranked the highest? What web pages performed the best? Is your site mobile-friendly? According to HubSpot, the number of unique mobile internet users stood at 4.66 billion in 2021.   

Key words or phrases are what users type into a search engine such as Google to find the sites that best match their search. Those keywords tell us how many users are searching for a specific term, and how much competition there is for a given keyword. 

How often do you update your website’s content? Not that often, right? Blogging is more than a means of attracting new traffic, it can build a community of readers who visit your site regularly. So, each new post is an opportunity to rank higher in organic search, generate new leads, and drive long-term results. 

But what type of content to post?  

One of the first steps is to find out what type of content aligns with search intent. Tools like ‘Google Keyword Planner’ and SEMrush offer powerful and versatile ways to identify which keywords reach the right audience, fit the type of content, and drive the most traffic. Do a quick search on Google for your target keyword, and analyse what pages rank the highest, as well as the kind of content that’s produced. 

What are the long-term benefits of blogging?  

Blogging can be time-consuming, but don’t underestimate it as a worthwhile component of your marketing strategy. While you may not see immediate results, over time, you’ll have built up a loyal audience base of leads and traffic for your business with limited additional investment. Blogs are also a way to share company news, updates, or events, that can be easily highlighted on social media. And remember, people buy from people: so, use blogging to share your personality with your existing and potential customers. 

Using carefully considered marketing and communications strategies, Instinct will help you communicate with your existing and potential customers to grow your business. From brand awareness, media relations and email marketing to copywriting and social content creation, our experienced team can provide the support you need. Get in touch to find out how we can help. 

 As the cost of living crisis dampens consumer spend, marketing budgets across the country are likely to feel the squeeze. With a forecast for economic headwinds, companies will, rightly so, be looking at where they can reduce costs.  Marketing is often the first casualty. But studies have shown that such a knee-jerk reaction tends not to be the best approach for the long term success of a business and can do more harm than good.  Rather a considered reflection on where budgets can be better spent and to focus on how you can get more with less, marketing more efficiently.  
Digging a little deeper we can see why. 

• Play the long game

Marketing budgets are often first for the chop when times are tight because their benefits are generally realised in the long rather than short term. So while a decrease on marketing spend may seem like a good plan, it doesn’t bode well for the longevity of your brand or your communication with customers, without which, you run the risk of becoming irrelevant to them. Your brand awareness will drop, and with it, your search engine ranking and brand loyalty. Instead, use the opportunity to review and revise your marketing spend – it’s a time to tune into customers and the impact the downturn is having on their buying behaviour, and adapt your communication accordingly. View marketing as an investment, not a cost. 

• Exploit the quiet

If you’re considering scaling back your marketing efforts, you can bet your competitors are having similar thoughts – and many of them will have already made cutbacks, leaving plenty of room for you to fill the void and take the lead on attracting any customers they’ve left behind. People still spend money during a recession, and fewer competitors to choose from spells good news for your business. 

• Focus on the clear winners

While marketing your well-loved, tried and tested products and services should certainly continue in a precarious economy, a time of reduced competition is ideal for bringing your brightest and best ideas into the spotlight too. Economic challenges can drive innovation, as entrepreneurs focus on how to do more with less, and a well-structured marketing budget should accommodate new as well as existing offerings. 

• Seize the attention of a captive online audience 

With lower disposable income, people go out less, so the number of people accessing online content increases – good news for digital advertisers. Although a significant portion of your audience may not be buying now, it’s a chance to connect with key audiences, and build a relationship that will last a lot longer than the downturn. 

• Adapt and thrive

Marketing during a financial crisis will always be challenging – not least because it goes against our instincts. Consumer spending changes drastically in difficult economic circumstances – and the most successful marketing changes in response, shifting messages and channels, re-packaging and reinventing value propositions.  Past recessions have shown us that companies who bolster their marketing efforts, rather than reduce them, are better placed to survive the slump, and come out stronger on the other side.  

This is a time not to stop spending money on marketing, but to change how you spend it, with a view to boosting efficiencies and maximising ROI. From researching customers and re-working a past success to creating compelling offers and price-sensitive portfolios, use this time as an opportunity to be there for new customers and maintain the loyalty of existing ones. 

Picture the scene – it’s 6pm on a Thursday, I’m cooking dinner amidst the usual domestic chaos that is week-day teatime in a family of five. One child is trying to read me something from the latest book he has home from school, another is asking if I’ve seen his shin guards anywhere ahead of his football practice “IN HALF AN HOUR!!”, the third is exceeding the agreed amount of screen time in his bedroom. My phone rings. Like a fool, I answer it.  

A tired and slightly bored-sounding man at the other end introduces himself and after some incoherent rambling, explains he’s calling from a beer company we once bought from several years ago, on the ‘off-chance’ that we might be interested in making the most of a discount campaign they’re running to celebrate the company’s forthcoming birthday. I am at once irritated and baffled. Does anyone still say yes to this stuff?  

Suffice to say the call prompted not a beer purchase, but a mental list of all that is wrong with making cold calls in the 21st century. Outdated, annoying, intrusive, statistically proven to be unsustainable, damaging to a company’s reputation… the list goes on.  It got me thinking about what the misguided beverage seller could be doing instead though… 

• Cold emails 

Cold emails are far more effective than cold calls, especially if you personalise them and spend time selecting the recipients. To pique readers’ interest, include a punchy or surprising subject line, and make your email about them rather than what you’re offering. Be clear but brief, concisely highlighting how your product or service helps to solve a problem. Some great examples of good and bad cold emails here. (The Best Cold Email I’ve Ever Received (and… | Proposify [Free Trial]) 

• Monitor your web visitors’ behaviour 

By tracking when users are looking at certain pieces of content on your website, you can decide on the best time to reach out to them. Using tools like Google Analytics (insert link Create and manage custom alerts – Analytics Help (google.com)) you can receive mail notifications when people are browsing your site, then when you do reach out you know you’re contacting a warm lead who has already demonstrated an interest in your offering. 

• Networking – virtual and IRL 

Virtual and in-person events are an excellent way of finding out about the needs of your customers and prospects. Rather than pitching your offering, use events as an opportunity to ask questions and engage with people’s answers – the more you ask, the better you’ll understand your target market. 

• Online networking 

If social media was an effective tool for building relationships with prospective clients before the pandemic, in a post-pandemic world it’s essential. People browsing your content may leave questions and comments, giving you an opportunity to interact with potential leads. Crafting considered, insightful responses will show that you care, and help to position your business as a valuable resource or an authority in a particular field. But retain a focus on authenticity – if visitors share or comment on your content, avoid instantly offering a demo or free trial – let the relationship evolve naturally. You could also join industry groups on LinkedIn and Facebook and engage with prospects by liking, commenting on and sharing their posts, gradually building authority and earning trust in your field. More on how to become an online networking guru here: 10 Guaranteed Tips to Become an Online Networking Pro 

• Online content 

Be active on forums related to your product or service. Platforms such as Quora and Reddit are a useful space in which to build awareness, authority, and trust. Browse different threads and identify places where you could share your expertise and answer others’ questions. Rather than pitching or selling, aim to be genuinely helpful, and only reference your product or service if it’s directly relevant. This will ensure your name is front-of-mind when they’re next looking for your kind of help. 

• Word of mouth 

We all love a good recommendation. Word-of-mouth referrals act as powerful social proof that your product or service is a safe bet and reassures customers, they’re onto a good thing. Ask satisfied customers to leave you a positive testimonial – and be sure to share them online – or refer you to others who might benefit from your solution.  

• Webinars 

Sharing your expertise via webinars is another way to reach potential customers. Collaborating with others in your industry and holding sessions with helpful and actionable content will help prospects see your business as an industry authority as well as a helpful source of information. They may then research your offering and consider purchasing it. 

 

Using carefully considered marketing and communications strategies, Instinct will help you communicate with your existing and potential customers to grow your business. From brand awareness, media relations and email marketing to copywriting and social content creation, our experienced team can provide the support you need. And not a cold call in sight. Get in touch to find out how we can help.

Instinct has appointed two new staff following a re-branding exercise earlier this year. Joining Managing Director, Debbie Rennie, are established copywriter, Sally Wallis, and tourism and marketing graduate from RGU, Cara O’Brien. The appointments reflect a busy period of growth for the company.

“I’m delighted to be welcoming Cara and Sally to the team at such an exciting time,” says Managing Director, Debbie Rennie. “Our recent relocation and re-brand have helped to re-position us in an increasingly dynamic market, and with the addition of two new employees we’re well placed to cater for the demands of a wide and complex client base. With a background in corporate communication and copywriting, Sally brings a wealth of expertise across multiple sectors from energy to tourism, while Cara’s degree in Digital Marketing and recent academic experiences provide a great range of insights which will translate to added value for our clients.”

Previously a freelance copywriter, Sally joins Instinct as Marketing & Communications Executive, and is pleased to be part of a team again: “The freelance existence has its advantages, but I’m sociable by nature and had been on the look out for an opportunity with a small team for a while, so joining Instinct was an obvious choice.” Sally’s background in Science Communication stands her in good stead for technical clients, while her experience juggling clients across energy, tourism, conservation and construction, has equipped her with a broad understanding of multiple industries. “We’re fortunate to work with an interesting range of clients at Instinct, and I’m looking forward to getting to know them all as we help to raise their profiles at home and further afield.”

RGU graduate, Cara, comes fresh from the academic coalface, having achieved a 1^st Class Honours degree in international tourism management in 2021, and now completing a Masters degree there in Digital Marketing, alongside her new role as Communications & Marketing Assistant at Instinct. “The Masters gave me a wide range of experiences – from working on creative projects for clients such as Greyhope Bay and Walter Gregor’s, to gaining the IDM Certificate in Digital and Data Driven Marketing. My dissertation looks at how brands use female-targeted advertising to impact consumer purchasing decisions,” she explains. “The learning continues in my new role at Instinct, where I’ve been creating content for social media, filming with clients for PR stories, and brainstorming ideas with the team for future projects. I’m looking forward to improving my knowledge and skills within the industry, creating high quality work for clients and improving my confidence by occasionally stepping outside my comfort zone!”

Debbie added: “It’s fantastic to be growing the team with such a range of backgrounds and experiences. Cara and Sally add a great combination of skills to the mix, giving us a robust platform for collaboration and growth, and we look forward to building on our continued success in delivering marketing and communications services to our diverse client base.”

 

Are you including email as part of your marketing activities this year?

According to a survey by HubSpot, 83% of B2B marketers will be using email newsletters as part of their marketing content programme in 2022.

For 86% of professionals email is still the preferred communications channel.

It may not be the shiny new tool on the block, but email is a proven, effective method of directly reaching your customers, and future customers, to promote your brand and provides the potential to increase sales.

It remains a key channel, effective in building connections with your customers and placing your business at the front of their minds when it comes time for purchasing decisions.

Here are five things we suggest considering for your email marketing:

1. Identify the purpose of your email.
   Why are you sending it?  Are you launching a product or service?  Is it a membership or subscription email?  Is it a monthly/quarterly newsletter?  The goal and purpose of your email will dictate the style, content, messaging and Call to Action (CTA), as well as the audience list or segment of your list that you send to.
2. Prioritise and prepare your audience lists.
   Often there is a tendency to jump into creating email content and design first, with the audience list becoming an afterthought. Depending on whether you have a well-functioning CRM system in place or a good, clean database of customers and contacts, this process can result in a scrabble to pull together names and email addresses.Make it a priority and organise your audience and customer lists into a master list.  You can then use this to segment into further sub-lists.  For example, specific products of interest, by geography, by sector, customer versus prospect, or whatever is relevant for your business and the email you are sending.Think about the purpose, who your audience is and build your target list appropriately.
3.  Choose a style and layout that fits with your brand and a layout that lends itself to the type of email you are sending. The layout you choose for your monthly newsletter may be very different to the one you would select for promoting a new product or range of products.  There are many helpful templates and layouts available to select from within your chosen Email Service Provider, (three of our favourite ESPs are Mailchimp, HubSpot and Madmimi) or you can create your own.
4. Create your content for your customer.
   This email is about them and adding value for their business.  Keep your copy in-line with your brand and make it relevant, engaging and easy to read.  Wherever possible include personalisation.  When using graphics and images use good quality images optimised for email and with a consistent size, look and style throughout.  Don’t be tempted to cram too much into one email, there’s a fine balance between getting it just right and overwhelming the recipient.  Keep it focused and on message.  We’d suggest if it’s a newsletter style email then stick to 5 or 6 key articles using the call to action links and functions to direct recipients to a dedicated landing page on your website or to items such as downloadable resources to read more.
5. Include a clear ‘Call to Action’.
   What action do you want recipients to take on receipt of the email?  There are various calls to action you can use to support your different goals, whether it’s selling a specific product and therefore directing them to that product on your online shop, signing customers or prospects up for a new programme or service, sharing your knowledge and directing them to an online video with tips and advice, or downloading a guide or brochure.Whatever the call to action; make it clear, easy to follow and offer value to the recipient.

If you need any help or guidance with your email marketing to promote your business and attract sales, then feel free to talk to us.  If you’re interested in exploring and implementing a CRM system to support your customer relationship management, we can be of help with that too.