Whether you’re just starting out in business or are expanding into a small business your digital presence needs to be strategy based and have all of the relevant practices in place. Whether it be your website, your social media or more technical aspects of digital marketing, you can’t afford to get them wrong.

According to insights, only 60% of UK businesses are using social media to market their business. That’s almost half that aren’t using some of the most powerful platforms available to put their business in front of their target audience. Social media marketing is invaluable to small businesses and start-ups. It’s probably the cheapest form of online marketing and using tools such as Facebook ads you can specifically target the people that you identify as likely buyers for you. There a huge number of things that you can do within your social media efforts to make sure that they work for you. You can read our best tips for getting the most from your social media campaigns here.

In 2017, a huge 2 million small business didn’t have a website. The benefits that a website can have for any business are huge. From gaining authority with the search engines to having somewhere to direct your customers. Websites are a great way to track your progress too, especially if you sell physical products. You can see how long people are spending looking at your site and how often people make a purchase or leave the site with a full cart. You can work out how to retarget these customers and generate more conversions.

SEO (Search Engine Optimisation) allows you to gain exposure online and visibility within the search engines. It’s the initial step that you should be taking to build your brand awareness and gain a digital identity. Our team of SEO experts have teamed together to create a collection of their top tips for SEO for start-ups and small businesses.

Register With Webmaster Tools

Once your website is set up, our first piece of advice is to register with Google & Bing webmaster tools. When you do this, register your sitemap to inform the search engines of your site and any future updates that you make to it. By doing this you can also gain knowledge of what search engines understand about your content.

The basics of the configurations you’ll need to do in the webmaster tools to ensure you get the most from them are:

Enabling Email Notifications – this way you’ll be alerted by email of problems or changes in the status of your website. These could be malware issues, access problems etc.

Choose A Preferred Domain – in the eyes of a search engine www.drumbeatmarketing.co.uk and http://drumbeatmarketing.co.uk/ are two different websites. Because of this you must specify a preferred domain name within webmaster tools.

Make Sure There Are No Crawl Errors – a crawl errors report will allow you to see more details in the event that the search engine crawlers can’t read your website.

Register with Google Analytics

So let’s shift from the search engines view to the users view. Google analytics shows you just that. As a business you need to understand how users are interacting with your website. This allows you to review and improve constantly to achieve the best results that you can. The biggest takeaways you’ll get from Google analytics are:

  • The most commonly visited pages on your website
  • The most popular landing pages
  • Which keywords users are searching to find your site
  • Your major traffic sources
  • The pages usually exit from

Register With Google Places For Business

When you start up as a business, one of your main online goals is to be easy to find online. That’s how you’re going to gain customers. It’s free to register on Google Places and there’s lots of benefits for your business. The setup is pretty simple and you don’t need to be a techy expert to do it. It’s a great tool to use to improve your local SEO. Once you’re registered Google will show your business within its search results. For example, if you own a café in Lincoln  and have added your business into Google Places, it’ll show up when someone queries something around ‘cafes in Lincoln’. Just like this:

Even if you don’t have a website, this gives you somewhere that users can get more information on your business. This includes contact details and directions. As well as this, by adding your information to Google Places, Google Maps will pick up on your information and store it.

Finally, by being present on Google it gives customers somewhere to leave online reviews. These are a great way to build your authority on Google. It also builds trust around your business which encourages other users to engage with you too. You can read why we think everybody should use online reviews here.

Look Over Your Titles & Descriptions

For SEO professionals this is the most important piece of advice for anybody. No matter what the size of your business is or the traffic to your website is, if this isn’t done right it’s fatal for your online marketing. Take a look at our title and description, it gives users all of the information that they need.

Company name, where we’re based, what we do and how to get in touch. If yours covers these bases then you can’t go too wrong.

Think About Your Internal Links

Because you’re starting out or still a small business, we advise ranking on Google for some keywords that relate to your business. You need to let the search engines know which keywords you’re ranking for. You can do this by including them in the anchor text in your internal links. For example, if you’re an accountancy firm and have a services page on your site, from your homepage you can link to that page saying something like ‘You can find out more about the accounting services that we offer…’. Here, accounting services is the anchor text or the link directed to the services page. This lets search engines know that the page you’re talking about contains information on accounting services.

Identify Your Social Media Platform

Whilst social media marketing is only a small branch of digital marketing, it’s really important that small businesses and start-ups get it right. From gaining more exposure to targeting your products at your potential customers, it’s invaluable for you.

If you decide against hiring a specialist agency then the first step is to identify the platform(s) which will work best for you. Get involved in discussions related to your industry. Join Facebook groups and search hashtags on Twitter to explore these discussions.

By sharing quality information and purposeful content you’ll attract your connections to engage with your social media marketing. We always try and create a balance between marketing your business and sharing some of your personality to allow users to feel connected to you and your brand.

Make Sure Search Engines Can Read Your Content

Although it’s important to create content that your users will engage with, you still need to consider the search engines. Without them your users won’t find your content. Specifically for start-ups and small businesses, we recommend 3 things:

  • Make sure you’re optimising your websites content. Research keywords that users are searching to find your business. We use Google’s Keyword Tool!
  • Keep it simple. Don’t bombard your content with keywords as this will have the opposite effect. Within your website, keep it simple but effective. If sites aren’t developed properly and include lots of fancy content then they will be slow, they’ll crash and users will get fed up.
  • Keep it organised. The structure of your site matters. Keep things categorised and make sure that your users can navigate it with ease.

Keep Your Goals In Mind

Every business has a goal. To ensure that your website performs, give it a goal too. Whether you’re trying to gain newsletter sign ups or trying to sell products, keep it in mind whilst building your site. By doing so you’re likely to create more conversions. For example, if you’re wanting more newsletter sign ups then maybe having a sign up section on each page would work.


We hope that this has helped! If you’re looking to work with a company with a wealth of experience and expertise in SEO who are passionate in helping businesses succeed, get in touch today!

Find out more about us at drumbeatmarketing.co.uk

Give us a call on 01427 808870

Drop us an email here

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Follow us on Twitter

Creating engaging content that’s SEO savvy for your website/blog can take up a considerable amount of time. Especially if you’re also running a business. Because of this sometimes your online content can get pushed to the side. However, it’s vital for any business that their website and blog tells their audience more about them, their brand and what they do. Everybody’s heard of writers block and it can occur often when creating fresh content too. There’ll come a point when you’ll feel that you’re all out of ideas and that you’re repeating yourself every time you create content. If you’re creating content you’ll probably find that there are certain pieces that you love and are really proud of, maybe you feel like they’re not as optimised and as polished as you’d like though. We’ve got good news for you.

There are certain things that Google loves and others that it hates. Thankfully, Google rewards you when you republish and optimise your previous content. If you’re wondering why and how, keep reading!


“74% of companies indicate that content marketing is increasing their marketing teams’ lead quality and quantity” – Curata


The Benefits To Your Market

Optimising your content benefits your buyers and those visiting your site. They’re the most important people after all. Giving them content that’s outdated does them, or you, no favours. When changes occur it will probably leave you to view some of your content as outdated, irrelevant or useless. Alter your mindset and see this as opportunity to update and republish your existing content.  Your blog should be full of current, relevant information that serves a purpose to your audience. It shouldn’t contain any information that isn’t useful to them. To achieve this, you need to be optimising your content to create a relevant feed of information that your audience wants to engage with.

Why Should You Be Optimising and Republishing?

Think about that blog post that you love, that got floods of engagement and created conversions. Google has already indexed it. Instead of completely removing it and creating an entirely new post, you should be updating it and optimising it. Don’t undo the work you did to create an effective piece of content by scrapping your links, keywords and comments.

Now let’s discuss Google’s algorithm and how it rewards website that update their existing content. This is an SEO technique that a lot of companies overlook and instead start fresh with every piece of content in their efforts to rank higher in the search engines.

Quality Over Quantity

In an age of articles, videos and everything in between flooding the internet we’re always being constantly bombarded with content. The power of content marketing has become increasingly evident and everybody is streaming their efforts into it. There’s more content out there than we could ever need, so it’s about making sure that yours is the most appealing to your audience. If you take a look at your competitors content and it’s weak then you can use this to your advantage. Mirror their topics and create (preferably update existing) content that is more beneficial to your target audience.

Google and Its Constant Testing

Within the industry, it’s common knowledge the Google Algorithm is constantly altering. When Google crawls online content it’s doing so to both categorise and analyse it. Google’s bots are looking to find which pieces of content are most effective and relevant for each topic. If your blog piece is engaging and serves a purpose to your reader, they will be on your site for longer because they’re reading your content. When Google sees that people are spending more time on one site than on another, it views it as having more authority and in turn rank it higher.

As you begin optimising content you’ll learn more and more about the best ways to do it and what works for you (and Google). You’ll be able to see which titles work the best, the formats which perform most effectively and other ways to increase the effectiveness of your content. Every time you update content, Google registers that you’ve updated your website. This in itself gives you more authority in the rankings.

Teaching Google About What You Do

When you republish content you’re also teaching Google about what you do and where your expertise lies. As you republish more and more Google will realise that you’re publishing substantial amounts of content and will consider that when determining your ranking.

As well as knowing your expertise, Google will learn about the articles which people visit your site for most. As time passes, Google will work out the topics that your readers see you as being useful for. This means that when somebody types a query into Google relating to your topic that they’ll be shown your article. This gives you both ranking authority and the opportunity to engage with people who are interested in your content topics.

Republishing The Right Way

Let’s discuss republishing the content that Google actually looks for. Work with your SEO team to carefully select the right posts. Your most popular posts and content pieces need to be updated and fully optimised. Your digital marketing agency will give their efforts to thorough Google Analytics to allow you insight into which posts are your best ones.

Make sure the actual content is faultless. Check for spelling, grammar and vocabulary. Make sure your images are appropriate, relevant and appealing to your audience. When you’re writing content, keep your goals in mind to make sure that you’re directing your content towards achieving them.

The last step is to drive your focus to promoting your new (old) content. Linking it on your social accounts is the most obvious way and it really does work. If you send a newsletter you should be putting your updated pieces there too.

Rather than just updating the same piece, you could create several smaller pieces of content around the same topic. Maybe you could create a video series or an infographic to ensure you’re appealing to everybody in your audience.


Hopefully this piece has helped you gain some understanding on how and why you should be republishing your existing content. Instead of beating yourself up about fresh content, take some time to analyse your existing pieces and think about how to repurpose them.

As an experienced digital marketing agency, we provide full content marketing services. To work with a creative team with a passion for gaining results for our clients, get in touch today!


01427 808870

Originating in America, Black Friday has slowly crept into UK culture over the past few years. With shoppers all searching for bargains, as an ecommerce store you can’t afford to get your Black Friday marketing wrong. Chances are, your store is selling similar products to others, so how do you convince customers to spend their hard-earned cash on your products?  As a team of ecommerce experts, we’ve teamed together to give you our most effective practices in boosting sales! From emails to upselling, keep reading to find out how we get quality results for our ecommerce clients!

Social Media and Ecommerce – A Match Made in Heaven

Social media is the perfect complement to your ecommerce store. The sheer amount of people using social media gives you the ideal platform to share your products. Overlooking this will cause your sales to take a serious hit. Social media gives users the ability to share posts, meaning that it’s a constant cycle of your store and products being in front of a potential customer. In 2017, American shoppers spent over $5 billion online, with UK shoppers not far behind.

Social media gives you the opportunity to post instantly, adjust your posts / shares and monitor the results of your actions. Whether you’re posting memes or a direct Call to Action, these are all part of building your online presence and introducing your store to potential customers. Social platforms allow you to share your latest deals with those that follow you, those who could potentially follow you and through paid ads, those who fit into your target audience.

Facebook paid ads are a powerful tool for promoting your latest deals and key products. They allow you to direct posts to your target audience with the opportunity to also hit potential customers who haven’t heard about your store. In all of your social posts, don’t forget to add a Call to Action. They can be the determining factor in whether that impression turns into a link click. We find that terms like ‘find out more’, ‘get in touch’ and ‘click for exclusive offers’ work well.

It’s always worth researching the peak hours that your audience spend time online. Schedule your posts for these times to gain maximum results from them. Knowing when your posts are active allows you to interact with users. This makes them feel that you care and that you want them to buy from you. Your customer service is as important as anything.

The Power of an Email Blast

We’re already being bombarded with Black Friday emails. It happens every year and your customers are expecting them. They want to know what their favourite stores are offering over Black Friday and Cyber Monday. Shoppers are hunting for the best deals. You’d be silly not to put them right under their nose. We’re spending more and more time on our phones now so put your deals where you customers are focusing their attention.

It’s not the most recent digital marketing technique and it’s certainly not the most complex, but it works. Email marketing has a great ROI, often matching that of social media marketing. However, yours will in no way be the only Black Friday email that your customers receive. Think about your imagery, the wording of your content and the offers you put on them. All of these factors count and will help to set your email campaign apart from the rest.

We suggest taking a look at your email list and ensuring that it’s segmented into past and potential buyers. Slightly altering your email to suit these two groups will make a huge difference.  The first thing that you see in your inbox is the subject line. Ensure that yours is enticing, witty and encourages the reader to open your email. Use strong colours, customers pay no attention to insipid colours that don’t catch their eye.

Pay Attention to Your Upselling

Look online for a minute around Black Friday / Cyber Monday and you’ll be hit with companies everywhere upselling. If you’re not doing it, you’re missing out on a lot of business. Think of it like this: If you were searching for a particular product and you could choose from a company giving you an added extra and one that gave you just the product, which would you choose? When somebody is buying a product from you, they’ve chosen your store for a reason. Take advantage of that moment and give them something extra that they weren’t expecting and boost their satisfaction levels. This increases the potential of them buying from you again.

Our advice is to create product bundles of around 3-4 products to offer quality selling experience. When writing your promotional copy, do so in a way that won’t allow your customer to second guess their decision. Add elements such as countdown timers and words such as ‘limited time’ and ‘exclusive’ to create a sense of urgency.

Love Your Landing Page

While you’re paying attention to your website to ensure it’s Black Friday ready, have you considered your landing page? If you don’t have the time to completely change it for the occasion, that’s fine. However, adding a few factors that enable you to make tweaks for Black Friday is sensible. Over 60% of Christmas shoppers search for Black Friday deals for an extensive period before the actual event. Take advantage of these early birds and put your store in front of them as they search.

The Final Countdown

Black Friday is all about quick actions from your customer encouraged by a sense of urgency created by you. Delivering constant reminders that time and stock is running out instils urgency and panic in your customers, causing them to make purchases without hesitation. Countdown timers are a visual tool that the customer can’t ignore.

We advise programming your landing page, email campaigns and your social posts to include countdowns. Reinforce products in high demand and limited time on deals.

Create Urgency with a Flash Sale

We’ve previously mentioned countdown timers as a way to encourage potential customers. Another way of doing this is through flash sales. Customers are raring to go so that they don’t miss out on the Black Friday deals, they’re expecting short-lived deals that are Black Friday exclusive! Reports have shown 50% increases in conversion rates purely through flash sales. That’s a huge increase for any ecommerce store.

We recommend putting your higher priced products as featured products. As well as time being limited, we often emphasise that the product is also limited. Using terms such as ‘limited stock’ are effective in encouraging customers to buy.

If you run, or are thinking of opening, an ecommerce store and would like to work with a team of experts don’t hesitate to get in touch today!

Web: www.drumbeatmarketing.co.uk/

Phone: 01427 808870

Email: enquiries@drumbeatmarketing.co.uk

When you’re developing your marketing strategy, it can be hard to know where to start. From imagery to design, there’s a lot to think about. Some people often oversee the importance of the colours that they use within their marketing strategy.

Our team of design and marketing experts explain which colours to use and why they’re effective within this blog post.

It’s widely believed by psychologists that colour is closely linked to emotion and may trigger particular thoughts, feelings and actions. These emotional cues are often wasted by brands who don’t understand the importance of this link.

Colour Within Branding

Your brand identity is carefully crafted, it reflects your personality and the brand’s story. Think about big brands – Coca Cola, Apple, Nike, Tesco etc. You recognise their branding and specifically, the colours that they use within it. The colours that they use aren’t a coincidence, they’ve used the information on colour psychology and integrated the colours the reflect their brand.

Colour Within Your Site

For designers and marketers, colour is one the most powerful forms of non-verbal communication. It’s an instant means of communicating a brand message. It’s not just the logo that needs to be considered, the entirety of your branding needs to be carefully thought about where colours are concerned.

Take some time to learn about the psychology of colours and how they impact upon the emotions and actions of customers. This way, you’re able to begin using colours in the right place at the right time. You also need to be aware of the importance of variations of style and colour to ensure that you’re using them to the best of their ability. An example of this would be that your colour use must be adaptable to ensure good readability on your site. Achieving a good balance with contrast can aid in highlighting important sections of your site, such as important announcements and offers. Effective contrasts ensure that eye strains are at a minimum which makes customers feel comfortable whilst they’re visiting your site. If there’s a specific action that you want customers to undertake, you can use colours to encourage them to do this.

When somebody visits your site, they want a smooth experience that guides them through the process easily. To ensure this, you should choose fonts which are easy to read. It’s common to use dark text on a light background to guarantee readability. It can be tempting to go for something more fancy, but this could cause customers to leave your site.

Colour & The Art of Persuasion

The theories surrounding colour psychology are complex. There are many factors which influence our individual perceptions of colour. These include, personal preference, cultural differences, previous experiences, the context in which a colour is situated in and seasonal factors too.

The secret to using colour online is to think practically. In other means of marketing you can be more playful, but online you must remember what colours mean and to ensure that it’s readable and easy to view.

Think about which colours are appropriate for your brand. For example, Land Rover aren’t going to use trendy pink and copper colours within their branding. These colours don’t reflect the strong, established brand that they are. Think about colours that underpin the image of your brand.

Contrast to Communicate

There’s not just one shade of green, you’ve got a whole collection of shades and tones of it within the colour wheel. It’s vital that you utilise correct contrast when using colour within your online marketing. To have content that is visually appealing, you must balance contrast correctly.

The perfect contrast is black text upon a white background – it’s easy to read which is vital when working to achieve an enjoyable online experience for your customers.

Colour For Brand Recognition

Customer actions have a direct correlation with your conversions. Colour impacts these actions, which means you can’t afford to oversee the importance of colour in your branding. Online these actions can be in the form of clicking onto products, following CTA’s, reading your offers in a pop up, signing up to email newsletters.

It takes less than 90 seconds for customers to form an opinion on your content. Almost all of this opinion derives from the colours put in front of them. In terms of brand recognition, it’s helped by colour by 80%. Carefully choose your colour and stick to it consistently.

So, what do colours mean?


Yellow reflects happiness, joy, optimism – all of the positive emotions. Yellow’s wavelength is long, meaning its’ psychological effects are one of the highest. It also helps that yellow is one of the easiest colours to see by the human eye.

Yellow is helpful for giving confidence, lifting spirits and encourage positive emotions. However, too much yellow can make people critical, especially of themselves. It can trigger fear and anxious feelings as well. It’s essential to get the right amount of yellow to stay on the right side of peoples’ emotions.

Encourages Thoughts Of




Impacts Upon

Mental processes  




In shop windows


A combination of the power of red and the positivity of yellow, orange is a good reflection of physical comfort by means of food, warmth and shelter. Orange is also the colour that stimulates appetite. Orange makes us motivated and enthusiastic. For your brands’ visuals, orange creates fun, freedom and comfort.

Encourages Thoughts Of

Friendly actions



Impacts Upon





On food packaging


Power is the most common term associated with red. It reflects physical needs, whether we should portray positive or negative emotions for survival. Red energises and can put across friendliness and strength to customers. However, it can show aggression and anger too so this is where you need to consider the context in which it’s being used.

To gain attention or going for a powerful brand image, red is a good colour to use.

Encourages Thoughts Of


Bold Actions


Impacts Upon



Action and confidence


In sales and clearances


Commonly associated with spirituality, purple possesses energy and power combined from red and blue. It’s a perfect mix between physical and spiritual. Often associated with luxurious products, mysteriousness and magic.

It soothes as well as allows for thoughts of mystery. For this reason people often associated creativity with purple. However, using it too often causes distraction due to wondering thoughts.

Encourages Thoughts Of



Impacts Upon

Good mood

Calm minds




In the beauty industry


Think trust, dependence and reliability for blue. As well as being soothing, blue ticks a lot of boxes for branding. Whilst red strikes cords in physical thoughts, blue impacts more upon the mental side. However, being one of the last colours to be seen and often being perceived as cold and unfriendly means it shouldn’t be used too often.

We chose blue as one of our brand colours as it brings calmness and reflects trust in relationships. Especially in marketing.

Encourages Thoughts Of




Impacts Upon





Within the branding of banks and businesses


Associated with nature and peacefulness. It restores well-being and can also be associated with positive material objects, such as money.

Encourages Thoughts Of




Impacts Upon

Relaxation – both mentally and physically

Mental health




Banks and natural products


Professional, reliable, practicality and intelligence are terms which are said to be linked with the colour grey.

Encourages Thoughts Of




Impacts Upon



Sense of unsettlement


Within the technology industry


Pink is a gentler version of red. It can create a sense of compassion and love. It’s a soothing colour rather than a stimulant. If you’re looking to create a soft, caring image then pink is a good choice.

As well as emphasising hope, pink is associated with love, empathy and sensitivity. Too much pink can be draining and show a lack of authority.

Encourages Thoughts Of



Impacts Upon


Actions and conditions


In products directed to female customers


It may not be the prettiest colour, but brown is a sign of structure, security and protection. Brown offers support in all aspects of life.

Serious and down-to-earth brands can benefit from adopting brown into their branding. Brown’s pitfall is the notion of being reserved and boring that it possesses. Use when necessary, but don’t depend upon it.

Encourages Thoughts Of




Impacts Upon


Natural energy



On male beauty products


If you’re trying to portray sophistication, seriousness, control and authority black is ideal. Be careful though because black is also associated with evil, depression and often death. It’s a colour that lacks any light whatsoever. Keep it separate from others to ensure its’ full benefits. Too much black causes negative emotions to arise so don’t overdo it.

Encourages Thoughts Of




Impacts Upon

Feelings of inconspicuousness

Feeling of calm isolation



Luxury product packages


Pure, simplicity, innocence – all captured within white. Think cleanliness and peace when you think of white. White has an equal balance of all colours meaning it can portray several meanings. Too much white can cause feelings of loneliness and emptiness so be sure to break it up.

Encourages Thoughts Of




New ideas

Impacts Upon

Mental clarity

Desire to clear



Medicinal products and the beauty industry.

Which Colour For Which Purpose?

To Attract Impulsive Shoppers





Royal blue

Bargain Hunters

Navy blue


Traditional Shoppers




Sky blue

Blush pink


Here at drumBEAT we’re proud to say we’ve helped multiple clients across the globe achieve sales results beyond their expectations. Using our expertise to create powerful ecommerce stores has been some of our favourite projects. From the design of the site to the SEO and PPC behind the scenes, ecommerce stores are exciting and rewarding for the team here as well as the owners themselves.

Here’s why we think ecommerce stores powerful and here to stay:

Smaller costs than a physical store

An appealing benefit to ecommerce stores are the low start-up costs. Physical retail stores can cost thousands to get off the ground and then to rent thereafter. As well as the building, there’s things like signs, flooring, decoration, equipment and more things that crop up throughout the process. With a store come staff too, their wages are another element to cost.

Ecommerce stores often entail a virtual rent, however it’s a fraction of the cost of a physical store. Shopify and Oberlo are just a couple of examples of excellent ecommerce platforms with hosting, free themes and other benefits. Where employees are concerned, only when you reach a certain level in your business will you need to begin hiring staff. In place of a shopfront sign you can get a logo designed for a fraction of the cost.

For new businesses and entrepreneurs, ecommerce store costs are often an attractive idea.

No closing hours

An ecommerce store can take orders at any time. This is convenient for everybody, whether they work 9-5, night shifts or generally leave things til last minute and need a late night fix to their forgotten gifts.

Using Facebook ads, you can attract people at whatever time you want. Whether it’s 2am or 11:00pm. Ecommerce stores can appeal to a range of target audiences depending on who you want that to be.

No location limit

Whether it’s clients in the US, in the UK, Europe or Asia. With options such as drop shipping, affordable shipping is easily accessible. By taking advantage of these options you’re able to competitively price your products.

Where a physical store would be primarily visited by people from the area it’s located in and the surrounding areas, an ecommerce store is open to custom from people across the globe.

Easily display your bestsellers

A physical store can be designed to show off products in a way which encourages people to buy them, this takes man power and effort. Finding bestsellers on an ecommerce store is instant, convenient and takes a fraction of the time to set up. You know your best sellers are received well by customers, that’s why they’re best sellers. That’s why you want them showcased to push towards future buyers. Don’t forget to include these products in your upsell strategy, your email marketing and retargeting efforts.

Affordable staff

Outsourcing to virtual assistants based in countries where the cost of living is lower makes for an affordable hiring strategy. Another benefit is that the volume of employees needed will be significantly lower for an ecommerce store. You don’t need people manning a physical store for the entirety of your opening hours and you don’t need somebody taking orders from customers. To start an ecommerce business there’s no need to have a group of employees when you begin, you can hire when the business is ready and can afford to do so.

Push impulse buys

Effective photography with clear, quality images is a great tool for encouraging people to buy products that they perhaps wouldn’t usually purchase. Human emotion, vibrancy and images in context are invaluable for ecommerce stores. They’re something that physical stores don’t have.

Have you ever been on a website and they’ve said there’s limited stock or a countdown on an offer? These are tactics that you can use on your ecommerce store to push visitors into making a purchase. In a physical store, people often get irritated by pushy shop assistants and can be put off buying. These tactics have the opposite effect on customers.

Automated retargeting / remarketing

Retargeted ads are one of the most profitable ecommerce benefits. By using a Facebook pixel, using Shoelace Shopify app to retarget your visitors who visit your store but don’t buy. There’s opportunity to target those who go the next step and fill their baskets but don’t complete the purchase. With an ecommerce store, it’s quick, easy and profitable. It’s much harder, if not almost impossible, to do with a physical store. If you manage to get their email address in an email store you can send offers but they’re often ignored.

After customers have completed a sale, which usually requires an email address, you can carry on marketing these people post-sale.

Customers know they aren’t going to be greeted by invasive sales workers

Have you ever been shopping and there’s overly pushy sales assistants trying to sell you everything in sight? With an ecommerce store customers can swerve that and receive a less invasive sales experience. With ecommerce, the option to contact the seller is there, there’s sometimes even a live chat option, but that’s at the choice of the buyer. One of the most appealing factors to ecommerce customers is the convenience and speed – they aren’t going to be slowed down by pushy promotions.

Quick and easy data analysis

Where, when, which products and customer demographics. All information that you as an ecommerce store can gain in a matter of minutes. In a physical store, some people may feel reluctant to hand over personal information such as post codes, phone numbers and email addresses. Whereas, with an online purchase this is standard procedure.

With this information and their permission, you have a number of ways in which to communicate with these people. Send marketing surveys, offer sign ups and other ways of marketing your business to them. Push that it’s to benefit them and they’ll engage with you easily.

Process more orders at once

In a physical store you can only process as many orders as your staff can get through at the till. With ecommerce stores you’re able to process multiple orders at once to keep your customers happy and gain as many sales as possible.

As your business grows, you have the option of hiring staff to process orders. With no waiting time, online shopping is becoming the nations favourite way to shop. On the customers timescale, no delays and multiple order processing – it’s a win for everybody.

Quick business scaling

From increasing ad budgets on successful ads to expanding the volume of your site. Ecommerce upscaling is quick and easy. With your physical store, upscaling requires change of premises which comes with extra costs, more staff with more wages and other costs to your premises. With an ecommerce store you’re able to add products to your website, create extra categories for new lines easily and for free.

Add a blog and you can grow business organically

A blog is a fantastic platform to organically grow traffic to your ecommerce store. The best part about it, it’s free. For a lot of physical stores they spend fortunes paying rent on stores in prime areas. You can write, publish and optimise a blog from anywhere with an internet connection, for free.


If you’re looking to build or improve an ecommerce store, don’t hesitate to get in touch witht the team!
Call us on 01427 808870
Email us at enquiries@drumbeatmarketing.co.uk


When we contact a company via social media, it’s a choice. We’ve chosen the channel on which we want to communicate on because it’s convenient for us. We’ve chosen when are where because as a customer, it’s what suits us.

Customer service is what separates the great companies from the bad. Social media allows brands to deliver customer service with efficiency, proactively and with a personalised factor that you don’t get from anything other than social media. Being pro when it comes to social media gives brands an edge that others don’t have.

As a team of experts in social media, we spend a huge amount of time engaging with it. We’ve noticed trends arising around social media customer service.

Proactive Customer Service

Simply responding in a reasonable amount of time isn’t enough to please customers these days. It takes excellence when it comes to customer service to impress. Poor customer service will be noticed, it’ll be spoken about and word will get around.

Yes –  people like quick responses and quick solutions to their problems. It’s not hard to do these things and customers know that. People will discuss your brand without linking to your account and you need to know about this to respond. Proactive customer service needs you to have listening tools active to discover these posts and then you need a positive approach to engaging with them. This is what separates good customer service and proactive customer service.

Response Time

A report published by Salesforce in 2017 shows that over half (54%) of consumers expect an instant response to their messages. Facebook allows a businesses to be identified as a fast responder if they respond 90% of all messages within 15 minutes.

In an age of social media, we’ve been conditioned to expect quick responses whatever time we ask for them. We all have slightly different expectations, some of us are happy to wait a while and some want a response and solution there and then. The same is true for all customers though, that we get frustrated by waiting.

The increasing amount of companies adopting automated solutions means that these expectations will only get higher. Brands can expect to see a higher number of consumers wanting immediate responses.

Humans and Bots Uniting to Create Quality Customer Experience

Last year, MIT released a report which found that above 90% of brands with globally recognised customer satisfaction levels used artificial intelligence to support their customer service efforts.

There’s a lot of concern surrounding automation and the response it receives. Many business make use of bots in processing queries from customers and simple questions and requests. This allows human specialists to allocate more time to complex issues brought by customers.

Functional requests are easily dealt with by automated services. Where empathy, creativity and connection is required humans are better equipped to take care of these issues.

Shift from traditional customer services platforms to social media

Reports have shown that instant responses and 24/7 access to customer care have an impact upon customer loyalty to brands. Salesforce reported last year that 80% of consumers felt that instant replies had a moderate to major impact on their loyalty to a brand. 71% of participants highlighted access to 24/7 customer care as the biggest influence on their loyalty. 69% emphasised how personalised care is of high importance to them.

Social media gives brands the tools to be responsive to customers across the globe in a range of time zones. Social listening tools as well as CRM software means that responses can be unique for each customer. We predict that as this method of customer service becomes more sophisticated and polished, brands will collectively favour it over traditional means of customer service.

If you’d like more help and advice on how to use social media for customer service, don’t hesitate to get in touch!
To see how we help clients with their social media, click here

A Lead Magnet is an irresistible bribe offering a specific chunk of value to a potential client in exchange for their contact information. Lead magnets are usually an offer of a free piece of downloadable content, such as a free PDF checklist, video, report or even something like access to you and your knowledge.

If you’re looking to grow your email list, your lead magnet must be something that is worthwhile. Email is a very personal thing, and people won’t simply give out their email address without a good incentive. As a business owner or marketer, it’s your job to give them a compelling reason to do so.

For example, let’s say you have a blog post on the ‘Top 10 ways you can improve X for your company’. At the end of the post, you ask readers to join your email list for “updates”. Or instead, you could ask readers to join your email list and get a free, downloadable PDF case study, detailing a real-life example of ‘one business who used these 10 strategies to improve their X.’


What Makes a Good Lead Magnet?

There are 7 things that your lead magnet should do if you want it to be irresistible:

  • Solves a real problem – if your lead magnet doesn’t solve a real problem that your customer avatar has, or if it doesn’t give them something they really want, it won’t work at all.
  • Promises one quick win – your lead magnet should promise (and deliver) one quick win for your avatar. In other words, it should help them to easily achieve something.
  • Super specific – don’t create a lead magnet about something general. The more specific you are about the benefit of your lead magnet, the better it will convert leads.
  • Quick to digest – PDF checklists tend to convert really well because they are so quick and easy to digest. eBooks or lengthy reports may make your prospects feel overwhelmed.
  • High value – your lead magnet should have both high perceived value and high actual value.
  • Instantly accessible – your lead magnet will work best if it is something that can be delivered right away. People love instant gratification.
  • Demonstrates your expertise or UVP – when someone consumes your lead magnet, it should demonstrate your expertise or your unique value proposition. This helps turn leads into customers down the road.

So, below we have taken some of the above factors into consideration and compiled a list of 5 top lead magnets to grow your email list.

1. Data and case studies

Case studies offer great content since they are unique: only you or your company have the data to tell this story specific to what your customer is searching for.

You can also bring your customers into the picture and let them tell their story of how they solved a problem – ideally, a problem some of your target group also have. By doing this, it instantly adds value to the offer as potential customers will be eager to learn how the problem was solved.

2.  Templates

People like to copy from others. It makes them feel like they’re getting things right, and life is a lot easier if we have a template that we can adapt for our purposes. Templates are great for when people are new to a topic and will perhaps be searching for examples or online how to’s for that specific topic. Therefore, they make a great lead magnet as they provide an outline of what something should look like in a quick and easy manner

3. Cheat Sheets

A cheat sheet generally provides a shortcut to solving a problem, which is where they got their name. Instead of researching and sorting through information for themselves, your subscribers get a step-by-step process to reach their goal (fast!).

Cheat sheets should promise a quick solution for a specified problem, and be clearly set out and easy to comprehend.

4. Checklists

Instead of providing a ton of information, try providing a checklist of things people should not forget when trying to achieve something.

This is a real chance to let your expertise shine. A checklist promises to guide your audience through an unknown process and ensure they did not miss any important steps.

5. Free Coupon or Free Shopping

Getting the very first purchase is often the biggest challenge for most businesses. This is especially true for smaller stores that the buyer has never heard of. By offering a free coupon, or free shipping this is more likely to incentivise the customer to take that first step. If their first buying experience is positive, they’re much more likely to repeat.


Overall, depending on your business or brand, it should be clear as to what lead magnet would work best for you – whether it’s a free coupon, template or a checklist. There’s no reason as to why you can’t trial a few over the months and see which works best for you.

If you would like help developing or growing your email list professionally – please feel free to contact us for a free consultation and coffee on enquiries@drumbeatmarketing.co.uk or call 01427 808870.

Find out how we help our clients with email marketing by clicking here.


As a startup or small business owner, you know there’s a lot to accomplish with limited resources and limited time. Traditional marketing can be a drain on both. Social media marketing, on the other hand, is pretty low-cost and gives you a direct line to current and prospective customers.

So, let’s look at some of the top social media channels to promote and build your business.


First is Facebook. Facebook is the biggest social network on the web, both in terms of name recognition and total number of users. With nearly 2 billion active users, Facebook is a great option for connecting people from all over the world with your business.

With Facebook, you can post as much or as little as you want. Even better, you can geo-target posts to the right audience, and specifically target location, age and gender.

When it comes to analysing how your posts are doing, Facebook has a good range of options to measure this called ‘Facebook insights’ which will be mentioned and explained in our post next week.


Next, let’s look at Twitter. With Twitter, you can share short text updates (of 140 characters or fewer), along with videos, images, links, polls and more. Twitter averages about 328 million active users worldwide. Because of its wide reach, this platform is not only a great way to market your business, but also an effective channel for handling customer service.

Twitter has its own analytics tool that lets you see exactly how your tweets are doing month by month. As with Facebook, you can also target tweets to a specific audience.

The key to Twitter networking, is finding out which #Hashtags your fellow companies, and audience use. For example, maybe you are a small company in Lincolnshire, you can then join the #LincsHour chat every Monday evening. By using this hashtag, you will be able to connect and promote your brand to the relevant people. A good site to find these ‘hours’ is http://www.tweetreports.com/twitter-chat-schedule/


Next we should look at Instagram. Instagram is a visual social media platform based entirely on photo and video posts. The Facebook-owned network has more than 700 million active users, many of whom post about food, art, travel, fashion and similar subjects. Similar to Twitter, Instagram uses hashtags to promote your posts. For example, if you are a gym business, you could use ‘#Health, #Fitness, #HealthyFood, #Gym #GymGoals.’ This is just a small example, if you’re struggling for hashtag ideas, have a look at what similar companies do on their Instagram for some good tips and ideas.

When it comes to measuring the success of your posts – you will have to use Instagram Insights. After you’ve converted to a Business Profile on Instagram, you’ll get access to Instagram Insights.

Instagram Insights help you learn more about your followers and the people interacting with your business on Instagram. For example, you’ll find insights such as gender, age range and location. You can also see which posts and stories your audience sees and engages with the most.


If you are working in a B2B field, this is the social media network for you to focus on. Connecting with business professionals in any industry is easiest with LinkedIn as it allows you to target them by industry, job title, etc. As with all social media, LinkedIn prioritizes relationship building more than any other.

So, after looking at some social media channels, let’s look at what they can actually do for you in terms of benefits.

  1. Gain valuable customer insights

Social media generates a huge amount of data about your customers in real time. Every day there are over 500 million Tweets, 4.5 billion Likes on Facebook, and 95 million photos and videos uploaded to Instagram. Behind these staggering numbers is a wealth of information about your customers—who they are, what they like, and how they feel about your brand.

Through daily active engagement and social listening, you can gather relevant customer data and use that information to make smarter business decisions

  1. Increase brand awareness and loyalty

When you have a presence on social media, you make it easier for your customers to find and connect with you. And by connecting with your customers on social, you’re more likely to increase customer retention and brand loyalty. A study by The Social Habit shows that 53 percent of Americans who follow brands on social are more loyal to those brands.

On top of this, you are constantly building relationships and should be aware of this. Social media isn’t about blasting your company’s sales pitch on social, it’s a two-way channel where you have the opportunity to enrich relationships with your customers.

  1. Increase website traffic and search ranking

One of the biggest benefits of social media for business is using it to increase your website traffic. Not only does social media help you direct people to your website, but the more social media shares you receive, the higher your search ranking will be.

4.Find out what your competitors are doing

With social media monitoring you can gain key information about your competitors. This kind of intel will allow you to make strategic business decisions to stay ahead of them.

  1. Geotarget content

Geo-targeting is an effective way to send your message out to a specific audience based on their location. Social networks like Facebook and Twitter have tools that allow you to communicate the right kind of content to a specific audience.

To conclude, using social media is a must for a business or brand who wants to connect with its target market in 2017 and beyond. Every day, businesses are setting aside more of their budget to this new way of digital marketing. However, the perks of social media depends on how much or how little work you are willing to put in. You can spend hours creating a digital campaign plan for all of your social channels, or maybe you only want to do a couple of posts per week on each platform. The choice is up to you. There’s no one way to use social media, but for a company who wants to keep on top of, and in front of the developing marketing trends, then social media marketing should be a key aspect in your marketing plan.

Please do not hesitate to get into contact with drumBEAT Marketing. We can be reached at 01427 808870 and a member of our team will be happy to help.

You can read about how we help clients with their social media here


For many, the idea of blogging is daunting. There is so much information out there on the world wide web, and everyone’s telling you to do different things. Who do you listen to? Where’s the starting point? Besides, many think that blogging belongs solely in the world of journalism and writers.


Blogging brings a whole range of perks for companies or brands big and small. It is a quick, easy and simple PR outlet that has a load of other not so well known bonuses as well. So, first things first, why should your company have a blog?


  1. Firstly, blogs can inspire trust, likeability, loyalty from your readers. The best business blogs answer common questions that their leads and customers have. By giving your visitors useful and relevant content, this will build your brand’s trust, and reputation in the eyes of the customer. If prospects find answers to their common questions via blog posts written by people at your company, they’re much more likely to come into the sales process trusting what you have to say because you’ve helped them in the past — even before they were interested in purchasing anything from you.

For some good starting points on where to find the questions your target market are asking, try visiting www.buzzsumo.com who have no launched a great ‘Question Analyzer’. Here you can enter keywords relating to your company or brand, and see what are the top and most commonly asked questions on Google relating to that keyword. By using these most commonly asked questions regarding your company or brand, you can form a blog post and title that will for sure attract a lot of visits, attention and clicks!

  1. Secondly, topical blogs attract a specific audience. This is a no brainer, you have a company, product or brand that you want to promote to your target audience. Every time you write a blog post, you’re creating content that people can share on social networks — Twitter, LinkedIn, Facebook, Pinterest — which helps expose your business to a new audience that may not know you yet. New audience = new potential leads and sales.


  1. Another, perhaps not widely known perk is that constant blog posts on your website, can rank higher in Google. By blogging, you can grow the ‘authority’ and the ‘trust’ of your website. Google LOVES sites with a high ‘authority’ ranking, and in turn will rank you higher in the search results if you are providing useful, and helpful content to the site’s visitors.

Ranking higher in Google is a tricky, but a very important thing for many businesses if you have a lot of competitors. In search marketing, the difference between a first and second place listing on Google can be huge.  SEO Moz.com found that the first ranking position in the search results receives 42.25% of all click-through traffic!

So, any help your website can get in getting to the top of the Google listings is a must if you’re seeking advantage over your competitors.

  1. As mentioned at the beginning of this blog, they are great PR Outlets. Blogs become great outlets through which marketers can communicate other PR-type important information — things like product releases or event information. It’s certainly easier to get attention for more company-focused initiatives if you’ve built up your own audience on your own terms and property.

Overall, blogging can help your business reach the target audience you desire. Through carefully thought out and targeted blog posts using your expertise, your company or brand can slowly build reputation, trust and respectability which will help boost sales and leads in the long run! Not forgetting, the constant uploading of knowledgeable, trustworthy and intelligent content within the blogs will help your website’s Google and authority ranking.

If you are interested in adding a blog to your website, or any other aspect of digital marketing, please do not hesitate to get into contact with drumBEAT Marketing. We can be reached at 01427 808870 and a member of our team will be happy to help.




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