Saturday, 15 December 2012

Predictions for 2013

The great thing about this time of year (mid December) is that many people are reflecting on the year that was and looking forward to the year that will be... and I am no different. Looking back 2012 has been an amazing year, a year in which the great British public actually seemed to enjoy being British for a short while at least! (The Olympics and Paralympics were my personal highlights and certainly gave me an inner glow that has yet to be extinguished).

2013 does not have the obvious potential highlights that 2012 had but I think from a marketing perspective it will be a really interesting year...and here's why...

1) We will see people making a conscious decision to unsubscribe from e-mail marketing 'campaigns' ... in their droves. Our inboxes are simply too full - it's junk mail gone mad.
2) People will quietly remove you as a Facebook friend if you just keep selling to them.
3) Companies will begin to question the numbers game - they will realise that having 60,000 people following them on twitter is only useful if they are actually people who give a damn about what is being said.
4) Companies will start looking for ways of making themselves stand out from the crowd - and realise that some of this is about doing things better, or differently from their competitors.
5) Companies will start looking to support their online marketing with localised and niche advertising campaigns. Spending less on internet marketing and re-assigning funds to innovative and enterprising marketing and advertising campaigns.
6) Companies will start looking to 'trial' different marketing campaigns to work out which combination works best for them and their product.
7) Well considered PR activity will start to become a key part of a robust marketing strategy - not just a fluffy add-on but a real value add.
8) We will all be a lot less convinced by internet 'experts' or 'specialists' and start to really look at what is being delivered.
9) The public sector will continue to struggle with procurement - there will be a realisation that just because an agency ticks boxes, they are not necessarily the best people for the job.
10)  None of these things are bad - these predictions give all of us in communications and marketing the chance to step up to the changing needs and demands of the today's economy.

One thing is for sure - 2013 is going to be hard work - but for those of us who are flexible and motivated it will be a year filled with challenges to rise to and opportunities to relish... I for one am looking forward to it.

If you want to know more about Frank! Communication Solutions and what we can do for your business. Then visit our website or call us on 01273 670 100 or e-mail

Oh and if you want you can follow us on facebook Frank-Communications

Thursday, 6 December 2012

The delights and frustrations of SEO

One of the challenges we have set ourselves for 2013 is to get to grips with the science that calls itself Search Engine Optimisation. What it really means of course is 'How to work Google so it works for you'. But, because we never shy away from learning how to play the game, we have been working hard with one of our own sites to really get to grips with the nuances that can move you up the rankings. We have tried things, watched the results and then either done more of the same or tried another tack. It's a  fascinating and highly addictive pastime. But we have moved the site up in every one of our identified 'keywords' and are now beginning to have a bit of fun with it all.

We are learning that web words and images are fickle beasts - and need to be tamed to make them work for us. We are learning that there is not a one-size fits all solution (though some SEO experts may well disagree). We are learning that nothing beats on-going changes and updates, a bit of imagination and having the luxury of time to learn by simply doing it.

So... what can we tell you..
1) There are some amazingly generous people out there who share their knowledge. Type into Google exactly the problem you are having and find out how other people have cured it.
2) Use links and anchors to connect documents and other webpages within your site.
3) Be completely logical with the naming of directory or navigation buttons - use words or phrases that people actually type into search engines rather than a clever summary or composite word.
4) Register your site with Google and every other search engine you like the look of.
5) Make sure you are very clear about how you want to be found, and by who you, and target them exactly. People no longer put a single word into a search engine - they are more likely to include a sentence or phrase that helps narrow down the responses they get. We know, for example, that if you put 'straight talking ideas-driven creative' into Google you will get taken straight to our site ( But in real terms how many people are going to use that exact phrase?

If your business is wholly reliant on online sales you absolutely must get to grips with SEO. But as with all marketing remember that the most (cost) effective search engine optimisation can be targeted specifically at your audience - understand them, the language they use and tailor your SEO strategy accordingly.

If you'd like to learn more about our SEO journey then please do get in touch. Via or contact me direct

Jo Weatherall
Founder of Frank! Communcation Solutions,  and