Cally Archibald

#ad Social media works best when it’s rooted in strategy, your customer and tangible results. Last week I had the pleasure of hosting Tide Talks; picking the brilliant minds of Victoria Prew 🔊 and Elfried Samba to dive into this. Tide brought together a room full of small business owners, side hustlers, and entrepreneurs to discuss how to make an impact with social. We spent 45 minutes digging into what it really takes to turn it into something measurable. I'm not one to gate keep so here are some key takeaways: 💫 Your social strategy should ladder up to your business goals; if it’s not driving the mission then it’s just noise. 💫 Broad reach means nothing if you’re talking to the wrong people. Get clear on who you’re for, their mindset and where they spend time. 💫 When it comes to where content should go Victoria advised when starting with “LinkedIn plus one other (platform)”. Scale through simplicity. 💫 You can’t improve what you don’t measure so look at how social translates to real results: leads, loyalty, or revenue. Big thanks to Tide, and shout out Kuku (Olamide) Nukajam, for facilitating these important conversations and being all talk AND action when it comes to supporting small businesses.

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A note on how to handle redundancies (and how not to), for PR & Comms agencies 💡 Redundancies in the PR agency market seem to be higher this year than last - despite PR Week reporting there would be less in 2025 vs 2024. Would you agree? I'm cautiously optimistic we're over the worst. However, having spoken to many people on the receiving end it's clear there are good vs not so good practices surrounding this. My top tips: - Don't drag the process out. Anticipation (especially for those with anxiety) and being kept in limbo is difficult for everyone. The best processes I've seen are ones where staff are given the notice they're at risk and the decision is made as quickly as possible. - Be fair with severance pay. Some agencies seem to be giving the bare minimum/statutory - others are giving more generous severance payouts which reduce stress for employees at a difficult time. - Consider voiding their garden leave. Candidates shouldn't have to wait 1-3 months and let opportunities slip by, they should be able to work immediately. - Don't behave weirdly. One candidate I spoke to said that like a breakup, she knew it was coming for months. Slowly being frozen out, distancing and even after the news, an awkward and tense atmosphere at work. This compounds an already difficult situation and what for? - Clear communication with the rest of the team. Explain why the redundancies were made, what the plan is for the business and the health of the business going forward. Whilst no one can guarantee anything, communication and transparency are crucial to avoid a domino effect where others leave out of concern for their job security. What are your thoughts, anything I've missed? #bradshawsearch #redundancies #pr #communications

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Proof that OOH isn’t just for the big players anymore. 1. Mad Mex: start-up restaurant in Australia:  Used their own sales data (always a fan) to activate DOOH ads within a 1km radius of their restaurants. Simple. Superb. Successful. The result: a 9% sales lift.  2. DoorDash:  Huge now. But before that… DoorDash ran a PrDOOH campaign that they optimised in real-time. Sign-up intent: up by 6% Brand consideration: up by 22% Startups and scale-ups can use DOOH to punch above their weight.  Provided they understand Geo-targeting Programmatic buying Award-winning creative Budget matters. But a good strategy and concept execution matters more.

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We turned customer complaints into a winning ad for The Black Stuff soap. The research method behind it changed how we build every creative. THE RESEARCH PROCESS Used ChatGPT's deep research tool to analyse customer behaviour around men's soap purchases. Scrolled through The Black Stuff's Facebook community where customers share unfiltered reasons for switching. Discovered something nobody talks about: men use the same soap brand from their teenage years while upgrading everything else in their lives. THE PAIN POINTS WE FOUND → Fake, synthetic smell → Dry skin after use   → Strong fragrances causing headaches → Spending big on fancy soaps but staying disappointed THE HOOK STRATEGY "I spent $200 on fancy soaps last year and found this $9 bar from Ireland that blew them all away." This immediately qualifies customers who relate to expensive soap disappointment while creating curiosity about the $9 solution. THE CONVERSION ELEMENTS Every script element backed by research: - Unique selling points: handcrafted in Ireland using Guinness and Irish seaweed - Benefit stacking throughout - Visual-audio alignment: when we mention itchy skin, we show itchy skin - UGC creators illustrating each point for believability THE OUTCOME $200K+ in spend because every element was researched, not assumed. The ad worked because it spoke to real problems customers actually have, not problems we thought they had. Most brands create ads based on what they want to say. Winning brands create ads based on what customers need to hear.

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I'll say it ONCE and then I will say it again. CONTENT HELPFULNESS isn't just about content quality, content scores, content presentation. How helpful something is can be determined BEST by aggregated behaviour. You could write the worlds BEST ARTICLE around a topic, but, you will face: 1. Everyone has different opinions 2. People read and engage with content in different ways 3. People don't want to have to put in effort to get what they want GOOD content isn't always HELPFUL content and HELPFUL content isn't always good content. The idea is that your content should have a HIGHER Probability of satisfying a greater number of those who visit it. If your article was read by 100 people: 20 Loved it 30 thought it was ok 50 didnt like it Then the general consensus is that the article is OK but isn't great. 40 Loved it 40 thought it was ok 20 didnt like it The consensus here is that the article is generally good. So what you need to do is: 1. When you are working to rank content you need to ascertain where your content is in terms of ranking / query count growth 2. During the period where your content starts to get clicks, you NEED to be paying attention to how people use and engage with that content. Use this model: Average human consumes 250 words per minute Divide your content word count by 250 to get the estimated minute amount if an average human was to consume the content Then compare this against ACTUAL time engaging with content Also alongside this: Look at Microsoft Clarity for your HEAT/SCROLL maps with GA4 Look at engagement TIME vs the interaction depth Your objective is to MAKE CONTENT HELPFUL. How do you make it helpful? Use AlsoAsked put your FOCAL QUERY and target market in, export the data and use AI to assess the content to find a framework of WHAT PEOPLE CARE ABOUT. Re-adjust your content to do its job better - this is called Information Prioritisation. There's SO much emphasis on writing content and far less on "interpretation" or "actual engagement". If you want content to RANK and do well - you can do this without the above, but whether it will hold rank after a short period of time? Far less likely. As you can see from my snapshot, the content ranked quickly, but, because it didn't answer the question that the article was titled around - people didn't engage and subsequently the article didn't last long. What you need for query counting: 1. Sign up for a FREE trial of SEO Stack - sign up at app.seo-stack.io and use the code KHDUAGPQ for a free 30 day trial 2. Watch this quick video on using query counting for SEO - https://lnkd.in/emfJvhvc 3. Use this FREE query counting webinar to up your game when it comes to SEO, tracking impact of making content helpful etc. https://lnkd.in/e3NBuArR If you make your content HELPFUL and then track query counts - this is the most POWERFUL way of getting content to rank, generate clicks and for it to be sustainable. #seo #seotips

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