Consideration

Conversion

Retention

https://eyecannndy.com/

e.g..

The bit in bold is the "styles" you choose from eyecannndy!

Wideshot photo of a blue pumpkin in front of New York Time Square, with the buildings in the background at night. There are lots of people staring at the pumpkin

Double exposure photo of two pumpkins in a nightclub, with flashing lights in the background. There is a DJ stand behind the pumpkins

Consideration

Conversion

Retention

CPA –Reach -Customer retention rate –Impressions -Cart abandonment rate –Downloads -Leads -Repeat purchase rate -Engagement such as comments/likes -Conversion rate -Follower growth –Referrals -Video watch time -Website traffic -Bounce rate

What questions may they ask as a result of those problems and events? How can we gather more accurate and relevant customer data to create realistic personas?

Commented

Bookmarked

Shared

Followed page

Please add links.

•Features: Describe what the product/service includes.

•Advantages: Highlight what sets it apart from competitors.

•Benefits: Emphasise how it improves the customer’s life.

•Problem: Identify a relatable issue or pain point the audience faces.

•Agitate: Amplify the problem's emotional impact, making it feel urgent.

•Solution: Provide a solution—your product or service—showing how it addresses the issue.

Facebook

X

LinkedIn

TikTok

https://www.perplexity.ai/

•Attention: Grab the audience’s focus with a compelling headline or opening sentence.

•Interest: Maintain their attention by presenting engaging and relevant information.

•Desire: Stir up a desire by emphasising how the product or service benefits the audience.

•Action: Conclude with a clear call-to-action (CTA), guiding the reader on what to do next (buy, sign up, etc.).

Facebook

X

LinkedIn

TikTok

https://www.perplexity.ai/

PLEASE ADD EXAMPLES- (SCREENSHOTS) (LINKS)

https://uk.linkedin.com/company/grad-girl-marketing

https://www.instagram.com/gradgirlmarketing/?hl=en

https://www.tiktok.com/@gradgirlmarketing

•Conflict: Highlight a relatable problem or obstacle.

•Resolution: Present the product or service as the means to overcome the problem and achieve success.

•Emotional Appeal: Engage readers emotionally, making the story memorable and persuasive.

https://pictory.ai/

UPLOAD YOUR VIDEOS / LINKS HERE.

Character/persona

Tone

Language

Purpose

•Identify the Target Audience: Understand their needs, desires, and pain points.

•Define the Primary Benefits: Specify how the product/service resolves a need or delivers something desired.

•Differentiate from Competitors: Clarify the unique attributes that make your solution the best choice.

•Explain the types of content that can be created for marketing communications

•Explore the factors that influence the content selection

•Recommend appropriate marketing content to meet campaign objectives

•Use Gen AI tools to be able to create different types of content

•Understand how to structure prompts for Gen AI tools

•Apply different copywriting techniques

•Understand asset management and quality management of assets

https://trends.google.com/trends/

https://answerthepublic.com/

https://explodingtopics.com/

https://www.reddit.com/

If you have access to a google AdWords account then use Keyword planner tool

https://ads.google.com/

Please add some links from your business website / social media etc.

Graphics (including infographics and computer-designed imagery)

Photography

Short-form video

Long-form video

Written content

Audio

White papers

User-generated content

Equipment ( You have done this in Task 6 so copy it over)

Cost - put low, medium or high or £/££/£££

Resources (what people / roles do you need to hire)

Engaging – Should be designed to capture attention, spark interest or encourage interaction

Clarity – Should be clear and easy to understand

Consistency – Should be aligned with the brand’s voice and maintain consistency across different platforms

b)Advantages

c)Disadvantages

d)Hardware/software needed

Then she discovered Elite Bridal. The moment she stepped inside, her eyes fell upon a breathtaking gown with an illusion back and gorgeous pearl detailing. It was everything she had ever dreamed of—but she was worried about the money. She knew weddings were expensive and didn't want to spend all the budget on her dress.

Noticing Emma's hesitation, a lovely sales consultant approached her with a warm smile. “At Elite Bridal, we offer flexible payment plans with no credit checks, so you can get your dream gown without the financial stress,” she said.

Hope reignited, Emma tried on the gorgeous gown. As she looked in the mirror, she felt like a true bride for the first time. It fit perfectly, hugging her curves in all the right places. With the consultant’s help, she secured her dream dress without the financial stress she feared.

On her wedding day, Emma walked down the aisle in her dream gown, radiating confidence and joy. She realised that with the right guidance, she didn’t just find a dress; she discovered a way to make her dream come true.

KREA

Add your images and videos here - Halloween x2 and then work related ones you can actually use in your content marketing!

• Writing business case studies

• Working on a brand guidelines and messaging framework

• Working on improving product brochures

• Working on blogs

Started a LinkedIn campaign

Attended the social media marketing workshop

In the middle of watching the TikTok workshop recording

Pretty much finished redesigning the website

Finished HubSpot SEO course

because of these problems they could ask things like how do we make sure everyone has the right card on time how can we stop wasting money on reprints what’s the easiest way to manage lots of id cards at once and how do we choose the right printer or software without it breaking down all the time.

We can gather more data directly from the customers instore by asking them to complete a survey or we can ask a company like GWI for a in-depth report on our customer personas.

Lack of accurate data

Lack of response from customers when asking for feedback

Questions:

How can we get up-to-date info?

How can we incentivise them to respond?

How we can gather more/better data:

Ensure we ask regularly (monthly, quarterly etc.)

Offer discounts for responding

Some companies can give suggestions on better ad performance yesterday at LinkedIn they gave suggestions such as clear branding, people in the ads and clear call to actions.

- Sometimes I will use AI.

- Do research on trends and what's popular at the moments.

• Think about what I enjoy watching.

Look at what people are searching on Google

Speak to the sales department

Ask AI

Asking colleagues who have been in the industry a while

• linkedin carousel showing step by step how an id card is made from design to print

• meme style post about staff always losing their id cards at the worst time

• quick tip video showing how to stop common printer errors and save time

• poll on linkedin asking people if they prefer mobile id on phones or physical badges

'Lightweight tent' - "How light is a lightweight tent?" I could do different comparisons of our tents to objects people know like comparing the weight to a carton of milk - do this for different weighted tents.

Where to go wild camping - Reddit forum people want to know where is legal to wild camp so I could do a post spreading the knowledge around this. 'Leave no trace' rule

Blog posts about safety regulations e.g. new F1 fire suppression system rules

It's very niche so that's all I could find

2 = audio

3 = written content

4 = long-form video

5 = short form video

6 = photography

7 = graphics

8 = white papers

2 podcast

3 written content

4 long form video

5 short form video

6 Graphics

7 Photography

8 white papers

Photography on the website, LinkedIn, emails, posters, trade shows

Long-form video on website, LinkedIn

Audio on LinkedIn, website

www.lifeline-fire.co.uk

https://www.linkedin.com/company/lifeline-fire-safety-systems/?viewAsMember=true

this one was published by me yesterday, with all content and graphics done too. As well as this linkedin carousels too https://www.linkedin.com/feed/update/urn:li:activity:7361036703656026113

Also alot of short form videos such as this https://www.linkedin.com/feed/update/urn:li:activity:7346844440835072001

2.Audio

3.Written content

4.long-form video

5.short form video

6.Photography

7.Graphics

8.Whitepapers

• reason: show real experiences

• pros: authentic, low cost

• cons: mixed quality, off brand

• tools: social media, phone

2. audio

• reason: storytelling, podcasts

• pros: portable, engaging

• cons: no visuals, editing time

• tools: mic, audacity/garageband

3. written content

• reason: educate, seo

• pros: cheap, boosts ranking

• cons: time to write, needs updates

• tools: word, google docs, wordpress

4. long form video

• reason: explain in detail

• pros: engaging, expert look

• cons: costly, time heavy

• tools: camera, premiere pro

5. short-form video

• reason: grab attention fast

• pros: high reach, shareable

• cons: short life, constant content

• tools: phone, tiktok/capcut

6. photography

• reason: show products/brand

• pros: eye-catching

• cons: can be costly

• tools: camera, lightroom/canva

7. graphics

• reason: simplify info

• pros: easy to understand, shareable

• cons: needs design skill

• tools: canva, photoshop

8. white papers

• reason: show expertise

• pros: credible, b2b use

• cons: long, less engaging

• tools: word, pdf creator

a) they are more authoritative, informational content backed by research on a topic

b) thought leadership device

c) in-depth and require a lot of time to read

d) Fimo or another app to draft whitepapers on

User generated content

a) reviews, comments and testimonials assist with brand reputation

b) more trustworthy

c) can't control how good or bad the review can be -- could even be negative/fake or harmful to brand

d) social media or forum sites like reddit or quora or even on Google reviews/TrustPilot

Photography

a) conveys emotion and brand and quality

b) builds brand reputation

c) can communicate the wrong message or not appear on brand

d) Camera or phone

Short-form video

a) communicates information in a quick, digestable way

b) it's good for B2B businesses where time is important

c) AI video software, video content marketer, camera/phone, editing software

Audio

a) podcasts can be a lighter way of informing and entertaining audiences

b) its an entertaining and easy to listen medium

c) more informal and requires time to listen

d) video production/camera/editing software

Written content:

a) content like blogs and case studies communicate brand, solutions and reasoning in a story-telling way

b) can inform and advise readers

c) can be too sales-y

d) CMS, word/google docs

Long-form video

a) goes into in-depth view of a topic in a visual way, can be housed on website to watch (e.g. educational videos on products)

b) clear visual and supporting communication

c) users require a lot of time to watch

d) camera recorder/editing software

Graphics

a) graphics show research and technical areas clearly

b) makes complex data or topics easier to understand visually

c) can be too complicated or jargony to make a graphic for some things

d) excel/canva/google sheets/word

Long form video - An advantage is it provides all the information you need and can go into detail about topics or a brand, a disadvantage is that people may lose interest fast if its too long and click off. YouTube or uploaded on company website.

Audio - its great for people commuting in a car or working out so they can listen while multitasking. A disadvantage can be someone people like visuals to go along with the audio. A solution can be to just film it podcast style but with a camera so people can have the option to watch or listen.

Graphics - its great because it is so creative and there is so many ways to engage people with it, a disadvantage is that its sometimes hard to get right and you have to really think about what is right for your target audience. LinkedIn

Written content - Some people prefer to read information especially it its about a topic they enjoy. A disadvantage is that takes time to write but easy to do.

Photography - it takes a lot of effort and time but if it is good quality content you can automatically tell and now with a lot of AI generated content people prefer authentic skills. Instagram

White papers - takes a lot of time energy, data and can only be done once in a while. Has a lot of valuable information and knowledge. A disadvantage can be it has to be very well written or people just wont be interested in reading it. Website

Easy to digest, visually pleasing, shareable, good for social media

Graphics D:

Sometimes can oversimplify, takes longer to make than just writing, need design skills

Graphics RFU:

Visual way to explain data

Graphics H/S N:

Canva, Adobe Illustrator, Photoshop

Photography A:

Visually pleasing, versatile, reusable

Photography D:

Expensive to hire professionals, quality unlikely to be good without professionals

Photography RFU:

Showcase products, events, branding

Photography H/S N:

DSLR/smartphone, lenses, lights, diffuser, stands, Photoshop, Canva

Short-form video A:

Quick, shareable, digestible, entertaining

Short-form video D:

Short shelf life, little depth, needs frequent updates

Short-form video RFU:

Teasers, promos, quick-bites

Short-form video H/S N:

Smartphone/DSLR, lenses, lights, diffuser, stands, mics, CapCut, Adobe Premiere Pro

Long-form video A:

Good for training, good for SEO, covers in-depth info

Long-form video D:

Expensive, long production time, lower completion rates, high-skill required

Long-form video RFU:

Educate, demonstrate expertise, in-depth storytelling

Long-form video H/S N:

Smartphone/DSLR, lenses, lights, diffuser, stands, mics, CapCut, Adobe Premiere Pro

Written content A:

Cost-effective, long-term value (SEO), flexible topics

Written content D:

Needs regular posting, harder to stand out

Written content RFU:

SEO, share expertise, inform customers

Written content H/S N:

Word/Google Docs, CMS (e.g. HubSpot, WordPress)

Audio A:

Portable, growing format, builds loyalty

Audio D:

Time to produce, editing required, less visual impact

Audio RFU:

Build thought leadership, reach niche audiences

Audio H/S N:

Mic, recording software (Audacity, GarageBand)

White papers A:

Builds trust, good for B2B, detailed explanations

White papers D:

Time-consuming, not widely read by casual audiences

White papers RFU:

Establish authority, provide in-depth technical insight

White papers H/S N:

Microsoft Word, Adobe InDesign, PDF export tools

User-generated content A:

Free, authentic, increases trust

User-generated content D:

Uncontrollable, risk of negative reviews

User-generated content RFU:

Social proof, credibility

User-generated content H/S N:

Review platforms, social media monitoring tools

2- They keep it engaging by posting about key achievements and awards we have received, they also post about socials we have to show the company environment.

3. We use clear language and try to not make our LinkedIn posts too long. we use short form video and written content

4. Almost every post is about advertising and what we have done to help our clients.

Only attend certain trade shows

Filter out anyone who doesn't engage with their email marketing

Engaging:

CTAs all lead back to relevant website pages

LinkedIn posts should spark more engagement in comments

Clarity:

Always make sure the technical information is easy to understand

Consistency:

Starting to post consistently now

Very strict on brand guidelines (colour scheme, tone of voice etc.)

a) stay on track with relevant sector updates and product innovations

Engaging

a) have made content more engaging but some areas to improve

b) Some articles are outdated and signpost the date and can lose customer interest if they think a piece of content is outdated and irrelevant -- this can lose engagement

c) I suggested editing old content to remain evergreen to users

Clarity

a) Voicescape keeps their language and style simple and straightforward so it can be understood easily.

Consistency

a) I noticed some inconsistencies with styles that are different from Voicescape's normal brand voice and style (I am working on a style guide and brand framework)

b) when I did a blog audit (some articles were a minute long read some for press releases which was out of place, whilst some articles were more indepth but there was a clear inconsistency in information, with the shorter ones being more irreguarly sales-y and offering 0 value)

engaging
we try to capture attention with videos showing how id cards are made, interactive polls, or customer stories. bad content is long text-heavy posts with no visuals or interaction. to fix this, we can add visuals, videos, polls, or questions that encourage people to comment and share.

clarity
we make sure our content is easy to understand with simple step-by-step guides or clear instructions. bad content is confusing, full of jargon, or hard to follow. to improve, we can use short sentences, bullet points, and visuals to make information easy to digest.

consistency
we keep all our content aligned with our brand using consistent colours, fonts, and a friendly professional tone. bad content looks or sounds different across posts or platforms. to fix this, we can create a brand style guide for tone, colours, and fonts and make sure all content follows it.

6. Whitepapers

5. Photography

4. Short-form video

3. Audio

2. Written Content

1. User Generated Content

Audio - 2

UGC - 3

Graphics - 4

White papers - 5

Photography - 6

Short - 7

Long 8

• ugc

• white paper

• written contebt

• graphics

• audio

• photography

• short form video

• long-form video

equipment-computer, research tools

costs - low to medium

resources - writers and researchers etc

content types - graphics

equipment-computer, design software

costs - medium

resources - graphic designer, illustrator

content types - long form videp

equipment-camera, microphone , lights

costs - high

resources - editors and actors

content types -short form video

equipment-phone, tripod

costs - low to medium

resources - content creators

content types - written content

equipment-computer

costs - low

resources - the people reading

content types - photography

equipment-camera, lighting

costs - medium

resources - photographers, editors

content types - audio

equipment-microphone

costs - low to medium

resources - sound editors

Equip - digital

Cost - Just time (low)

Resource - copy writer

Graphics

Equip - digital programmes like adobe

Cost - medium

Resource - designers

Long form video

Equip - Recording equip, content subject/probs, editing platform

Cost - high

Resources - videographer, models, editors

Short form video

Equip - Dependant on quality(same as long)

Cost - medium

Resource - Same as long (less paid time)

Written content

Equip - Written in house digitally

Cost - low

Resource - Content writer

UGC

Equip - Contacts/followers

Cost - low

Resource - social media marketer

Photography

Equip - Cameras, digital programmes for editing

Cost - high

Resource - Photographer, editor

Audio

Equip - Depends - Microphone or just phone

Cost - low

Resource - editor

Intellectual property - is something that you create using your mind - for example, a story, an invention, an artistic work or a symbol.

- They both impact content marketing especially because we need to ensure we have permission to use imagery in our work (it needs to be commercial free-to-use or we have permission/credit) to avoid breaking copyright.

Intellectual property is something that you create using your mind - for example, a story, an invention, an artistic work or a symbol.

We have to make sure that when we are advertising we are not using other people’s work, we always check over the creatives and captions we receive and make sure its following these guidelines. Prezzo is trademarked so they are protected against anyone else using their likenes

• copying your work

• distributing copies of it, whether free of charge or for sale

• renting or lending copies of your work

• performing, showing or playing your work in public

• making an adaptation of your work

• putting it on the internet

-Impacts marketing because when working with other brands for example in our clothing line we use a lot of other technology - like Gore-tex, (water proof and thermal lining). We need to say when we use their technology so we aren't passing it off as our own getting more business by using their product.

Intellectual property is something that you create using your mind - for example, a story, an invention, an artistic work or a symbol.

They prevent you from copying/stealing other peoples' work/ideas/content

a) definition: protects people’s personal data and sets rules for how it can be collected, stored, and used.
b) impact on our marketing: we must get consent before sending emails or storing customer data. respecting these rules builds trust and avoids fines.

2. defamation
a) definition: making false statements that could harm someone’s reputation.
b) impact on our marketing: we avoid making untrue claims about competitors or individuals.

3. misleading claims
a) definition: giving information that could confuse or mislead customers about a product or service.
b) impact on our marketing: we must be honest about our id cards, services, delivery, and pricing.

4. right of publicity
a) definition: the right of people to control how their name, image is used commercially.
b) impact on our marketing: i’m not sure

5. asa – advertising standards authority
a) definition: the uk body that ensures advertising is legal, decent, honest, and truthful.
b) impact on our marketing: our ads and promotions must follow asa guidelines to avoid misleading or offensive content.

6. accessibility compliance
a) definition: making websites, apps, and marketing materials usable for people with disabilities.
b) impact on our marketing: we must ensure our website, online forms, and campaigns are accessible to all users.

7. transparency
a) definition: being open and clear about our products, services, and practices.
b) impact on our marketing: clear pricing and terms help build trust and avoid confusion.

8. csr – corporate social responsibility claims
a) definition: statements about how a business contributes to society, the environment, or ethical practices.
b) impact on our marketing: i’m not sure

General Data Protection Regulation — EU/UK law on how personal data must be collected, stored, and used.

People must opt in to emails.

Personal data must be handled properly.

Defamation:

Publishing false statements that damage a person or company’s reputation.

We avoid talking about competitors in LinkedIn posts.

Misleading claims:

Giving false or exaggerated information about a product/service.

We're very careful about the claims we make regarding our products.

Right of publicity:

Protects individuals from having their name, image, or likeness used for commercial purposes without consent.

We are going to ask before talking about certain companies/brands/influencers that use our products.

ASA:

The UK’s regulator of advertising across all media, ensuring ads are legal, decent, honest, and truthful.

We ensure we don't mislead and can verify all our claims.

Accessibility compliance:

Ensuring digital and physical marketing is usable by people with disabilities.

We need to start using things like alt text going forward.

Transparency:

Being open and honest about company practices, pricing, and product claims.

We clearly state IP, prices, lead times etc. and we can back up our claims.

CSR:

Statements about a company’s ethical, environmental, or social impact.

We are starting to use eco-friendly fuel which we will also be promoting.

A- General Data Protection Regulation, protecting customers data.

B- Protecting our affiliates from people knowing who they are without their permission

Defamation

A- Injuring a reputation

B- If we make a mistake with a price on a product for sales then take back what we said and ask for the correct amount of money after purchase.

Misleading claims

A- Claiming to do something it just doesn't

B- If we said our merino wool gloves are waterproof, they're not they just don't soak up water like normal wool.

Right of publicity

A- The right of a person to control the commercial use of their name.

B- Posting affiliates content without permission.

ASA

A- Keeping adverts truthful

B- Giving true information about technology in our products

Access

A- Accessible to all people including subtitles and not being jarring to watch.

B- We definitely need to consider this more but usually include subtitles when creating trailers.

Transp

A- Telling the truth good and bad

B- If a tent is only 3 season and not 4

CSR

A- Ethical and environmental impact

B- New sustainable material

1. Stands for General Data Protection Regulation and it includes the Data Protection Act which is laws on how personal data is used by organisations.

2. Have to be GDPR compliant and have a published privacy statement on our website to how we meet this standard (as we work with tenant data)

Defamation

1. (Legal term) When someone has made a false statement about a person to a third-party to deliberately damage reputation.

2. We need to not make false claims about our solutions (or competitors) to deliberately mislead customers and prospects.

Misleading claims

1. statements made by a brand that aren’t true and are deliberately misrepresenting the characteristics, benefits or attributes of a product or service.

2. We need to not make false claims about our solutions to mislead customers or prospects.

Right of Publicity

1. Is an intellectual property right that protects against the unauthorised usage of a commercial’s name, likeness and other persona aspects. It gives people the right to license their identity for commercial reasons and protect it from misrepresentation or copycats.

2.  We make sure we are a unique brand and don’t copy the likeness of others.

ASA

1. Stands for advertising standards association, which is the UK’s advertising regulator.

2. We make sure we don’t mislead or include biases and make sure we stick to the rules.

Accessibility Compliance

1. Accessibility compliance refers to adhering to standards and guidelines that ensure digital products, services, and content are accessible to individuals with disabilities. It involves removing barriers and creating inclusive experiences for everyone.

2. We make sure our website is as accessibility friendly as possible.

Transparency

1. Being clear.

2. Being clear with our customers on solution.

Corporate Social Responsibility

1. Corporate Social Responsibility (CSR) claims refer to the voluntary actions and commitments of companies to create a positive impact on society, the environment, and all stakeholders beyond what laws or regulations require. CSR encompasses a wide range of activities, including environmental protection, ethical labor practices, philanthropy, and community engagement.

2. They make sure they stick to their vision targets and deliver on their promises and values.

Double dolly view of a person just standing up after being hit by a car turning into a ghost walking on a moonlit street.

Magical Realism photo of a man with a pumpkin head in London during Halloween celebrations. Lots of people are staring at him.

Ultra wide photo of a nostalgic Halloween party with candy and pumpkins and happy children in a metropolitan city.

X-ray of a 1,000 year old Egyptian mummy that's decayed over time but alive in its tomb

Altered state- Under the glow of a full moon, a crooked scarecrow comes to life, stepping down from its post. With hollow eyes and twisted straw hands, he tilts to the side and falls

(it is not great)

Consideration - Meta & Snapchat

https://www.instagram.com/reel/DMgLM-qKFHj/?utm_source=ig_web_copy_link

Conversion - Search, Meta & Snapchat

(attached photo)

Retention - email marketing

(i don't have a link for email marketing since i don't work directly for Prezzo)

Consideration - Top tips help people understand what they need

https://www.idcardcentre.co.uk/blog/6-top-tips-to-run-a-successful-event

Conversion - Showing good reviews helpspeople want to buy https://www.reviews.co.uk/company-reviews/store/id-card-centre-ltd

Retention - Celebrating success like winnig awards https://www.linkedin.com/feed/update/urn:li:activity:7371872286141759490/

Website product page: Voicescape: Housing & Local Authority Engagement Solutions

Product Blog: How to Use AI Ethically in Social Housing

Voicescape: Housing & Local Authority Engagement Solutions

(Who Are We Video on homepage)

Consideration -

Whitepaper: AI Whitepaper 2024 v2.pdf

Conversion - Contact Us form Button (users can come from product page or blog CTA)

Contact Us | Housing & Tenant Management Software | Voicescape

Retention

• Sign up for email marketing or LinkedIn newsletter

https://www.terra-nova.co.uk/blog/

Blog posts that keep the audience engaged and up to date with events. Social medias inc. Tiktok, Insta and Facebook.

Consideration:

'Sign up for 10% off' located at the bottom of the page.

Conversion:

Time guarantee, we will fix or replace if the product doesn't last you.

https://www.terra-nova.co.uk/terms-conditions/guarantee/

Retention:

Seasonal sales, keep customers engaged creates a conversation and something to look forward to with a loyal customer.

Website and SEO work (https://www.lifeline-fire.co.uk/)

Starting to post on LinkedIn (https://www.linkedin.com/company/lifeline-fire-safety-systems/?viewAsMember=true)

Consideration:

I've been adding a few product pages on the website lately

We provide technical bulletins for (nearly) every product to see all the specs before buying

Conversion:

There are forms on the website to fill out and get in touch

We also list our contact details throughout the website if the customers want to get in touch immediately

Retention:

Our sales team should (but probably doesn't in all honesty) follow up on each sale by email

• reach

• impressions

• follower growth

• conversion rate

• video watch time

• website traffic

consideration

• downloads

• cart abandonment rate

• engagement

• bounce rate

conversion

• cpa

• leads

• customer retention rate

retention

• repeat purchase rate

• referrals

• impressions

CPA, Reach, Impressions, Comments and likes, Follows, Video watch time.

Consideration -

cart abandonment rate, website traffic, bounce rate.

Conversion -

Downloads, Leads, Conversion rate, Referrals.

Retention -

RPR, Retention rate, Repeat purchase rate.

Impressions

Engagement

Follower growth

Website traffic

Reach

Consideration:

CPA

Downloads

Referrals

Video watch time

Bounce rate

Leads

Conversion:

Cart abandonment rate

Conversion rate

Retention:

Customer retention rate

Repeat purchase rate

impressions, comments/likes

2 Consideration

Video watch time, reach, leads, follower growth, bounce rate, website traffic,

3 Conversion

conversion rate, CPA, downloads,

4 Retention

cart abandonment rate, customer retention rate, repeat purchase rate, referrals

- Impressions

- Website traffic

- Engagement, such as comments/likes

Consideration:

- Website traffic

- Video watch time

- Cart abandonment rate

Conversion:

- Follower growth

- Conversion rate

- CPA

- Bounce rate

- Leads

Retention:

- Repeat purchase rate

- Customer retention rate

https://www.instagram.com/reel/DOL63L2CJFT/?igsh=MTdvdmtpa3J5MzRmNQ==

https://www.instagram.com/reel/DOjfxW-k6fk/?igsh=MXZlbDJzaGRmd3gxbQ==

Commented:

https://www.instagram.com/reel/DI6gxlWRiNc/?igsh=MWFxMmtmbnQ5d3F1aA==

Bookmarked:

https://www.instagram.com/reel/DJUFbroNqnl/?igsh=MzN5eDBxM3lnd3k=

Shared:

https://www.instagram.com/p/DOv5FlLDMvX/?img_index=3&igsh=MWl5b21rNjFmeDdnMA==

Followed:

https://www.instagram.com/p/DN-wLD5jcfw/?igsh=bTRuaDFjeGI1NGNp

(Brain rot)

https://vm.tiktok.com/ZNdphtfcD/

https://vm.tiktok.com/ZNdphnjjc/

https://www.instagram.com/p/DOt16GDknSs/?igsh=MWU0Yjl1cHUyaTV4Zg==

Alex Hormozi

https://www.youtube.com/@AlexHormozi

Mike Israetel

https://www.youtube.com/@RenaissancePeriodization

Simon Squibb

https://www.youtube.com/@SimonSquibb

David Goggins

https://www.youtube.com/watch?v=BvWB7B8tXK8

https://www.youtube.com/watch?v=q3cnACjek_s

https://www.youtube.com/watch?v=dlf829965xU&pp=ygUMcm90dGVuIG1hbmdv

https://www.youtube.com/watch?v=IlTgaxIV9SM&pp=ygUFcTJoYW4%3D

https://www.instagram.com/viktoriamaliar/

Rest attached*

• Best time to post: Lunchtime (11am–1pm) and evenings (7–9pm), weekdays.

• Tone/voice: Visual, creative, aspirational but authentic.

• Content types: Reels (short-form video), Stories (polls, Q&As), carousels, behind-the-scenes content.

• Best practice: Use strong visuals, hashtags, and interactive stickers (polls, quizzes).

Facebook

• Best time to post: Afternoons (1–4pm), midweek.

• Tone/voice: Friendly, community-driven, informative.

• Content types: Events, groups, longer posts, video (esp. live streams).

• Best practice: Focus on community engagement, share updates, use Facebook groups for niche audiences.

X (Twitter)

• Best time to post: Early morning (7–9am) and lunchtime (12–1pm).

• Tone/voice: Conversational, concise, witty, reactive.

• Content types: Short updates, polls, news commentary, threads.

• Best practice: Engage in trending topics, use hashtags sparingly, post frequently (2–3x daily).

LinkedIn

• Best time to post: Weekday mornings (8–10am), especially Tuesday–Thursday.

• Tone/voice: Professional but approachable, thought leadership.

• Content types: Articles, carousels, polls, industry news, personal insights.

• Best practice: Focus on value-driven content, start conversations, use storytelling to build credibility.

TikTok

• Best time to post: Evenings (6–10pm) and weekends.

• Tone/voice: Fun, authentic, creative, trend-driven.

• Content types: Short-form video (15–60s), trends, challenges, behind-the-scenes.

• Best practice: Use trending sounds, post frequently (3–5x per week), lean into humour and relatability.

• Best Practices: Use high-quality visuals and concise, impactful captions. Emphasize community engagement through Stories, Reels, and interactive polls or stickers. Hashtags remain important for discoverability.

• Best Time to Post: 3 p.m. – 6 p.m. on weekdays.

• Tone/Voice/Content:

  • Tone is typically friendly, aspirational, and attention-grabbing.

  • Brands do well with relatable stories, authenticity, and popular trends.

  • Behind-the-scenes content, user-generated content, and visually-stunning posts often get more engagement.

Facebook

• Best Practices: Focus on posts that encourage interaction, such as questions, contests, or shareable videos. Short videos, memes, and personal stories connect well. Use Facebook Groups for community-building.

• Best Time to Post: 5 a.m. – 7 a.m. on weekdays for maximum engagement.

• Tone/Voice/Content:

  • Friendly, informal, and conversational language works best.

  • Humor and a personable, approachable tone yield more shares and comments.

  • Posts with eye-catching images or brief videos are effective.

X (Twitter)

• Best Practices: Tweet regularly (multiple times daily). Make use of trending hashtags, join real-time conversations, and retweet others' content. Visuals (like GIFs) enhance engagement.

• Best Time to Post: 8 a.m. – 10 a.m. on weekdays.

• Tone/Voice/Content:

  • Witty, concise, and real-time updates drive interaction.

  • Quick reactions to trends, newsworthy moments, and practical tips are favored.

  • Sarcasm or a sharp edge can work, but always tailor to audience expectations.

LinkedIn

• Best Practices: Share insights, industry news, and thought leadership. Professional stories and personal growth journeys do well. Use LinkedIn Articles for deeper dives.

• Best Time to Post: 7 a.m. – 4 p.m. on weekdays, with a focus on Tuesday–Thursday.

• Tone/Voice/Content:

  • Professional, confident, and slightly formal—but still personable.

  • Value-driven, solution-oriented posts attract more interaction.

  • Use data-backed insights, advice, and uplifting personal experiences.

TikTok

• Best Practices: Raw, creative, and trend-following short videos are essential. Participate in popular challenges, use trending audio, and experiment with effects.

• Best Time to Post: 4 p.m. – 7 p.m. on weekdays; also strong at 10 a.m. and 12 p.m., especially Tuesday and Thursday.

• Tone/Voice/Content:

  • Fun, playful, and energetic tones dominate.

  • Authenticity and humor resonate, especially if leveraging current TikTok trends.

  • Short, visually dynamic, and easy-to-replicate content (e.g., dance challenges, tips, micro-vlogs) succeed best.

• Best Time: Late morning–early afternoon.

• Tone: Authentic, upbeat, creative.

• Content: Reels, carousels, Stories, influencer collabs.

Facebook

• Best Time: Midweek mornings.

• Tone: Friendly, community-driven.

• Content: Native videos, memes, discussion starters.

X (Twitter)

• Best Time: Weekday mornings.

• Tone: Conversational, timely, witty.

• Content: Media-rich posts, polls, tag relevant users.

LinkedIn

• Best Time: Tue–Thu mornings.

• Tone: Professional, insightful.

• Content: Short videos, carousels, polls, expert advice.

TikTok

• Best Time: Off-peak, late nights.

• Tone: Playful, energetic, real.

• Content: Short videos, trends, challenges, how-tos.

(perplexity)

• Algorithm: Prioritizes posts with high interaction (likes, comments, shares, saves) and recent, relevant content.

• Advice: Use Instagram SEO, interactive Stories, trending Reels; reply quickly to comments.

Facebook

• Algorithm: AI-driven, rewards authentic engagement (meaningful comments, shares); native content and interactivity favoured.

• Advice: Create original, interactive posts like polls and live video; prompt conversations.

X (Twitter)

• Algorithm: Ranks posts by engagement, relevance, and trending topics; balances in-network and out-of-network content.

• Advice: Use rich media, join trending conversations, tag relevant accounts, post regularly.

LinkedIn

• Algorithm: Prioritizes high-quality, relevant content and expertise; early engagement boosts reach (golden hour).

• Advice: Offer actionable insights, native formats (video, carousel), encourage thoughtful comments, avoid clickbait.

TikTok

• Algorithm: Promotes content with strong early engagement, watch time, interaction, and trending topics.

• Advice: Hook viewers fast, use trending sounds and keywords, create short, high-quality videos, engage with comments quickly.

(perplexity)

• Facebook: 5 a.m. – 7 a.m. on weekdays

• Instagram: 3 p.m. – 6 p.m. on weekdays

• LinkedIn: 7 a.m. – 4 p.m. on weekdays

• TikTok: 4 p.m. – 7 p.m. on weekdays

• YouTube: 3 p.m. – 5 p.m. on weekdays, 9 a.m. – 11 a.m. on weekends

• Twitter/X: 8 a.m. – 10 a.m. on weekdays

• Pinterest: 8 p.m. – 11 p.m. on weekends

Recommended tone/voice:

• Facebook: Friendly, playful, and engaging; personable with light humor.

• Instagram: Creative, aspirational, visually focused; conversational and informal.

• LinkedIn: Professional, authoritative, and informative; use thought leadership.

• TikTok: Casual, trendy, and authentic; prioritise entertainment and relatability.

• YouTube: Helpful, instructive, or entertaining depending on niche; videos can be humorous or educational.

• Twitter/X: Concise, timely, and conversational; use wit and join trending conversations.

• Pinterest: Inspirational, visually rich, and idea-driven; avoid salesy language.

What content works best for which:

• Facebook: Authentic videos, behind-the-scenes, live streams, product launches, customer stories, engaging questions.

• Instagram: Reels, stories, shoppable posts, influencer collaborations, visual storytelling, memes, educational carousels.

• LinkedIn: Industry insights, long-form posts, professional achievements, informative articles, polls, and network-building updates.

• TikTok: Short interactive videos, trending sounds, challenges, tutorials, behind-the-scenes snippets.

• YouTube: In-depth guides, tutorials, reviews, vlogs, interviews, and live Q&As; leverage community features for audience engagement.

• Twitter/X: News updates, thought leadership threads, polls, timely responses, image and video content, tagging relevant accounts.

• Pinterest: Themed boards, idea pins, visually appealing infographics, aspirational images, DIY guides.

Social media best practices:

• Know your audience: Use analytics and feedback to guide content choices.

• Mix educational with entertaining (“edutainment”): Share information or tutorials in a fun, digestible way.

• Optimize posts for search: Use relevant keywords and hashtags to improve visibility, add alt text and captions.

• Leverage platform features: Use live streams, stories, shops, and hashtags relevant to each platform.

• Stay current: Participate in trends, memes, and timely conversations.

• Algorithm: Prioritises Reels, saves, shares, and interactions. Rewards consistency and trending audio.

• Impact: High engagement content (esp. video) gets pushed to Explore + Reels tab.

• Tips: Post Reels 3–4x a week, use trending sounds, reply to comments quickly, encourage saves/shares.

Facebook

• Algorithm: Prefers meaningful interactions (comments, shares) over likes. Video (esp. live) prioritised.

• Impact: Organic reach is low unless boosted with ads; groups/community posts rank higher.

• Tips: Use Facebook Groups, run Lives, encourage comments, combine organic + paid ads.

X (Twitter)

• Algorithm: Timeline prioritises recency + engagement (retweets, comments, likes). Posts with links get less reach than native media.

• Impact: Fast-moving — engagement needs to happen quickly to stay visible.

• Tips: Post frequently (multiple times daily), use trending hashtags, engage in conversations, post visuals (images/gifs).

LinkedIn

• Algorithm: Pushes content that sparks conversations (comments > likes). Personal stories + professional insights perform best.

• Impact: Content is shown first to a small audience; if engagement is strong, it’s amplified.

• Tips: Post 2–3x a week, ask questions to invite comments, use native documents/carousels, tag people strategically.

TikTok

• Algorithm: “For You Page” driven by watch time, completion rate, and replays. Trending sounds and effects give a boost.

• Impact: Virality possible even with small accounts — content quality + relevance > follower count.

• Tips: Post 3–5x a week, use trending sounds/hashtags, make strong hooks in first 3 seconds, keep videos short and engaging.

• Algorithm prioritizes:

  • Engagement (likes, comments, saves, shares)

  • Content type (Reels are favored right now)

  • Timeliness (recent posts rank higher in feeds)

  • Relationship (people who’ve engaged with you before see more of your content)

  • Session time (content that keeps people scrolling longer is rewarded)

• Reach killers:

  • Low engagement in the first hour

  • Inconsistent posting

  • Content that feels “ad-like” or inauthentic

2. TikTok

• Algorithm prioritizes:

  • Watch time (do people watch your video to the end or rewatch?)

  • Engagement (likes, shares, comments, follows from your video)

  • Video completion rate

  • Trending sounds/hashtags

  • User interactions (people who’ve engaged with similar content)

• Reach killers:

  • Weak hook in the first 1–2 seconds

  • No call to action (e.g., "Watch till the end", "Hit follow")

  • Over-editing or poor audio

3. Facebook

• Algorithm prioritizes:

  • Content from friends/family (personal profiles > pages)

  • Posts with high comment threads (especially meaningful convos)

  • Native video (especially live or short-form Reels)

  • Link shares with meaningful captions

  • Group activity (FB Groups are hot)

• Reach killers:

  • External links (FB deprioritizes anything that takes people off-platform)

  • Low comment engagement

Isn't the right season - EG if we post about winter gloves that are waterproof in spring when everyone's getting ready for summer weather this just isn't of interest to people.

Weak Hook Point - From instant glance it just isn't interesting enough. Lack of info or visual appeal. Sometimes as simple as colour scheme or image placement.

Lacking consistency - In-frequent posting meaning the algorithm forgets you. This is also the same with not engaging enough with other accounts.

An example of content that I think is not good from Prezzo is their graduation offer video. The video itself looks dull and the food looks dry and not appetising also the picture at the end is very awkward.

From personal experience, I’ve seen content put out by the business that is “content for the sake of content” which doesn’t really pick up traffic and isn’t long enough to be valuable to users (some blogs are quite short and sales-y).

No/bad hook

Boring content

Wrong audience/wrong content for audience

No/bad CTA

Bad time published e.g. when audience is sleeping

Tone - Technical

Language - Factual

Purpose - Educate and help

Character/persona - tech-agnostic and light touch. Driven and passionate

Tone - simple, strategic, helpful; a tone that is inviting; i.e. supportive experts, not a distant SaaS company

Language - standard, not informal or too sophisticated

Purpose - share messages on helping housing teams work more efficiently

Character - Warm & Family brand character

Tone - Welcoming style

language - Use nice direct language as well as descriptive language for example Enjoy 50% off, authentic Italian flavours , book now.

Purpose - to get people in their restaurant and to entice them to eat Italian food.

Experts in engineering, motorsport and safety. Trustworthy and reliable too.

Tone:

Professional, educational and authoritative.

Language:

Has a technical focus but makes it simple to understand - uses buzzwords and jargon but explains them.

Purpose:

Educate and promote safety.

'Want workouts tailored to your lifestyle, 10 min daily workouts to fuel your day, available from your phone 💪'

'Feel the burn in under 10 Minutes with our daily workouts!'

'Exclusive 10 min workouts available on our app'

'Change your lifestyle for the better with our 10 min daily workouts, download our App today!'

Get your 'Dream Bod' now

Interest:

From the comfort of your home.

Desire:

Only thing you need is your phone and 10 minutes a day.

Action:

Get started and download the app now

10-Minute Home Workouts To Get You In The Shape Of Your Life

Interest:

In as little as 10 minutes a day, you can get in the shape of your life - needing nothing but your phone!

Desire:

Do you want to get in shape but lack the time to go to the gym? Do you have a smartphone? We've got the solution for you.

Action:

Click the link below to transform your body and mind.

'It's always I will start tomorrow, enough excuses start today with our 10 min workouts tailored to your lifestyle!'

'You don't have to worry about being intimated at the gym with our 10 min workouts accessible from your phone'

Interest: “Did you know it only takes 10-minutes to workout? We’ve found the lifestyle solution everyone with our 10-minute workouts from our app.”

Desire: “Get fitter faster quicker than ever before: in only 10-minutes! All from the convenience of your phone, discover our 10-minute daily workout sessions that will help you get a head-start on your fitness journey.”

Action:  “Want to get fitter faster? You can now in only 10-minutes directly from your phone. Click on the link below to find out how.”

I used to think it wasn't possible to get in shape without committing hours each week. That's why I created this new programme that teaches you how to get in shape in as little as 10 minutes a day!

Agitate:

They say the best time to plant a tree was 20 years ago but the second best time is today - it's the same with getting in shape and now it's easier than ever with my new programme.

Solution:

With work, kids, cleaning, cooking etc. it's no wonder we barely have 10 minutes to workout each day. But with my new programme, that's all you'll need.

Agitate - 10 minutes a day, not even the length of an episode of FRIENDS.

Solution - Get fit during the adverts on your favourite show.

• Problem: "Feeling out of shape with no time to workout? Here's how to fix it: get in shape with our 10-minute daily workouts directly from your phone."

•Agitate: "It's hard to feel motivated to work out after a long day working. However, looking after your body is vital for staying healthy. With our 10-minute daily workouts, you can use your phone wherever you are to stay fit."

•Solution: "Our 10-minute work outs have changed peoples lives for the better by helping those start their fitness journey at a pace that works for them."

A fully customised, daily full body workout that's sure to get you in shape in only 10 minutes a day, using just your phone!

Advantages:

Most workouts these days require at least an hour a day from you but that's just not feasible in today's world for most of us - and that's okay. With my new programme you only need 10 minutes!

Benefits:

Feel fitter, faster, lighter, stronger and healthier in as little as 10 minutes a day.

Advantages - No intimidating classes or training, just your and your progress results.

Benefits - Prioritise yourself, ten minutes a day, and feel confident in your skin.

'Tired of scrolling through YouTube trying to find workouts, our app has easily accessible workouts right at your fingertips !'

'Wasting your day commuting to the gym? Instead access 10 min daily workouts tailored to your lifestyle from your phone 💪'

As starting out in his career these tents were too expensive for Joe.

He saved and then saw they were having a sale of cutting the price into a third of the original price.

Joe was happy he could now embark on this new outdoor adventure love in his new homeless palace.

Then, Susan had a solution. She discovered Voicescape Caseload Manager and hasn’t looked back since. She has noticed her team have better visibility of their caseload manager and that our intelligent system recommends the best interventions to help tenants who need the support and conversation. Now, Susan’s officers are spending their time on meaningful conversations and know how to de-escalate their arrears and get tenants back on track with the support they need. Both tenants and officers, and Susan are incredibly pleased with the results and know this is the modern change social housing needs.

However, he didn't do it for a while after watching his racing friend crash and burn in his car during a race.

He still really missed racing though.

That was until he discovered Lifeline Fire and Safety Systems.

Lifeline are the leading fire suppression manufacturer in the motorsport industry. They have over 30 years of experience and their systems can put out a fire in just 2 seconds!

Now, James is back to racing and loves life again.

But ever since she was younger she really wanted to go Italy and try authentic Italian food. But unfortunately she lives in a small town that only has limited options McDonalds & KFC.

One morning she woke up and as she does every morning she was scrolling on her Instagram. But this morning was different she saw Prezzo was opening a store in her town she got up from her bed and took a look through the website she was mesmerised by the variety of pasta, pizza bruschetta and the desserts looked mouth-watering so she quickly booked a table.

She made it her mission to go, she quickly put on her clothes and ran in to town to find Prezzo Italian the striking logo caught her attention and she received a warm welcome. she finally had the chance to indulge in her favourite cuisine Italian food. She ordered a handful of food from mouth-watering starters to flavourful main courses and irresistible desserts. Taylor left happy from Prezzo Italian and vowed to come back again and again.