Sophie Morris, director of London-based Millharbour Marketing Consultancy, explains why the business should win the marketing and PR category of the Guardian Small Business Showcase competition.
In order to boost our profile with a specific audience we created a series of short insight videos. We filmed these in-house, hosted them on YouTube and promoted them through social media. We paid particular attention to LinkedIn and groups relevant to the content we were publishing.
The videos really caught the attention of our target audience and we saw a 50% increase in leads.
The videos also increased our email database by more than 75%, as viewers are encouraged to sign up to ensure they receive the next video.
Delivering good content to relevant audiences in a succinct and digestible way has given us a higher profile in our existing networks and extended our reach significantly.
We have now expanded beyond the original Sponsorship Insights video series, to Marketing Insights, and our most recent video received over 1,000 views in the first week it was live. That is a very satisfactory number given our size and very specific audience.
We promote the videos several times, posting different snippets and themes to attract attention from new viewers. They are included in all our owned media and communications and emailed out to our email database.
I have testimonials from many people saying that the videos have made a big difference to them, and I have several prospects close to becoming clients that came to us through these videos.
All entries which meet the competition criteria are published and our judging panel select a shortlist of the three for each category. Winners are announced at an awards ceremony in summer 2016.
