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Workload & Capacity July 31st 2020

Workload & Capacity
A quick update on our workload for website design.
Some of you may have noticed across some of our media channels that we are slowly changing direction and some of the services that we offer are going to be withdrawn. Website design is one of these.

We have currently got seven website projects in the pipeline and we are not going to be taking on any more from the end of this month.

Our focus is now on content marketing, SEO and Social. We are still offering website management and hosting for clients as this fits in with our content and media services.

If you need any help with anything to do with your online content marketing, get in touch, and I’d be delighted to talk to you.

Thank you

Phil Aston
Genius Loci Media
Insight Backed marketing without the noise
www.geniusloci.co.uk
+44(0)1736 719342

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How Social Media Can Drive Social Mobility

This is a video chat I did with Timothy Hughes from Digital Leadership Associates

During the video I talk about our move to Cornwall, with no job, no way of supporting ourselves and only 9 months of money.

It is a story about perseverance and the power of Social Media.

I talk about my journey as well as how anybody (from wherever background) can start and run a global company using social media.

Phil

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The Best Business Books for Entrepreneurs

best business books for entrepreneurs 2018

Not all of these came out in 2018, but they have all stayed within reach throughout the year.
Many business books become outdated very quickly, these contain enough evergreen content to make them an essential part of any entrepreneurs reading library.

1. Social Selling
(Techniques to Influence Buyers and Changemakers)
By Tim Hughes and Matt Reynolds

This was the book that led me back to Linkedin to give it another go. Linkedin has been the biggest generator of enquires for me this year and we have won some prestigious clients from it. The book also has great ideas for building your community online and lots of tips on Twitter.

2. Known
(The handbook for building and unleashing your personal brand in the digital age).
By Mark W. Schaefer

I read this in late 2017 first and it became the basis of all my social media strategies and I also used it to help many clients create content and build their presence online.
There are lots of case studies and many of these are very inspiring. Mark is a very genuine guy and his writing style is very easy to follow.

3. The Sniper Mind
(Eliminate fear, deal with uncertainty and make better decisions)
By David Amerland

I put off buying this for a while because I thought it was not something I would align myself with. I am a great admirer of David Amerland and have all his other books so a few months back I thought I would give it a go.

I was so wrong. This is a life changing book based on such in-depth research, it really is fantastic. The stories, comparisons and teachings contained within these pages really show you how your mindset (and how you approach anything) can affect the outcome. It is also a very exciting read which is not something you can say for many business books.

4. They Ask You Answer
(A revolutionary approach to inbound sales, content marketing and today’s digital consumer).
By Marcus Sheridan

This was recommended by a client and I only bought this a few weeks ago. Already it has formed a huge part of our 2019 marketing strategy.
If you are looking for ideas for your blog, website and how to reach more customers this is a book I recommend for everyone.

5. Crushing It!
(How great entrepreneurs build their business and influence – and how you can, too).
By Gary Vaynerchuck

I kind of have a love/hate relationship with Gary Vee, his approach can be very abrasive and not for everyone. However, in book form, his personality comes across very differently.
What makes this book inspiring are the stories from actual people who followed the approach laid out in Gary’s earlier book ‘Crush It’. The way the book is laid out makes it easy to see how you can also use these approaches.

Thanks
Phil

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Business Tips for Entrepreneurs – Time Management

When you are self-employed your time is everything, what you can end up doing is working all the time.
This can be 80-100 hours a week, it can just happen!
You find you never switch off because there is so much to do, but you can start to feel boxed in.

One of the things I learnt (and it took me a while to learn this lesson) is when you do your ‘to do list’ at the end of each day you do not make it too long.

I used to get a piece of A4 paper and write down all the things I had to do the next day. And it is amazing how easy it is to just fill the whole side of the paper with tasks.

But guess what, you cannot do that many tasks, so you end up crossing off a few which makes you feel ok and then you just copy over everything left over onto the next day’s list.

There will also be some tasks that get copied over time and time again because you do not really want to do them.
This approach can start to really grind you down and you start to lose your creative edge.

So what I recommend is to have no more than three or four tasks on your to-do list. If you have a very large project split this into smaller chunks so at the end of the day all items have been completed.

This approach will also ensure you have time for those emails or phone calls that come in from clients that need to be actioned or even new enquiries!

Thanks

Phil

Genius Loci Media
www.geniusloci.co.uk

by Phil Aston Phil Aston No Comments

Why Are We Called ‘Genius Loci’ and What Does It Mean?

One of the most frequent questions we get asked is why are we called ‘Genius Loci’ and what does it mean?
You do sometimes see the phrase used and it tends to be people connected to the environment or even architects. There is a reason for this. Genius Loci means ‘The Spirit of Place’ in Latin.
How we came up with this name is down to my wife and business partner Sue Aston. Sue is a well-known composer and 1999 recorded her first album ‘Sacred Landscapes’ inspired by the landscape of Cornwall and our love of the environment and nature.
The phrase ‘Spirit of Place’ described how this landscape spoke to us and Genius Loci was born.

We registered the name ‘Genius Loci’ then and started as a music label. We were one of the first independents to trade online. As well as selling music online our reputation quickly grew for SEO and online marketing as we were everywhere. The business moved to Cornwall and established itself very quickly as a leading consultancy for online marketing.

The fact we are a Digital Marketing Agency, the essence of the landscape, nature and being an ethical business is at the heart of what we do. Outside of our business both of us practice mindfulness, yoga and do our best to help the planet, reducing our use of plastic, palm oil and eating organically whenever we can.

This is the same in how we work with our clients. We have a very strong ethical bond with the people we work with. We want to help people be successful but not at the expense of anything or anyone else.
So Genius Loci – The Spirit of Place is what we are about. It is the bedrock on what we, the business, is built on.
We promote people and their businesses ensuring we help grow their business in a sustainable and ethical way.

If you want to know more about us and how we can help you then please get in touch and I would be delighted to talk to you.

Phil Aston
Genius Loci Media
Digital Marketing Support
www.geniusloci.co.uk

01736 719342

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How Do You Get Started With Video?

So how do you start a video marketing campaign?
In fact, how do you even start doing video at all?

Do you have to get the right camera?
The best lighting?
Do you need a posh microphone?
Do you need more tech – perhaps a script?
What about what to wear or where you are?

The main thing you have to do is just start.
Just start by getting in front of a camera.

Like I am doing now in this video, I am simply in front of my phone. Simply talking on my phone.
Yes, I could have shaved a bit closer, my hair is not exactly tidy and I am not holding the phone as still as I could.
But does it really matter?

Somebody might criticise it and say it could be more professional. But does this really matter?

If I worry about what other people think all the time then it might prevent me from putting this content out there,
so stopping people from finding me and what I do.

The thing is with video is just to start and have a go.
Simply start recording, say something and don’t worry about ‘what have I got to say that’s special’ you have your own story to tell. Even if you provide the same services as someone down the road. The way you do it is your way.
It will be different, your experiences will be different and
your message and delivery will be yours.

So just have a go, start today, make a video.
It doesn’t have to be long.
Then put it out there and do it again and again and again.

Have fun.

Phil Aston
Genius Loci Media
www.geniusloci.co.uk

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Three Top SEO Tips

3 Top SEO Tips From Phil Aston Genius Loci Media in Cornwall

1. Produce regular content that adds value and is relevant for your target audience.

2. Find out more about your target audience through Analytics and Social Media targeting.

3. Always start with benefits, not features – Your audience is permanently tuned into ‘What’s in it for me.

Phil Aston

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Social Media Tips – The Rule Of 5

What Should I Post?

Video Length = 52 seconds / Transcription below

A lot of people ask me what rules do I follow when I am posting on Social Media for myself or my clients.
I have a rule of five.

This means for every 5 posts, 3 posts will be by other people, chosen because I feel the content will be interesting and helpful for my followers, Clients and potential clients.
One of those 5 will be promoting my own business products and services and the final post will be something that tells you a bit more about me and what interests I have.

I find this approach works across any platform.

If you want any help with Social Media please get in Touch.
Thanks
Phil

by Phil Aston Phil Aston No Comments

Twitter For Law Firms

Twitter for lawyers

Although we work a great deal with Tourism and Retail brands we also work in other market sectors as well.  We were recently asked to compile a report of why Twitter in particular is beneficial to Law Firms

Twitter is a fantastic B2B tool

Key benefits

  • Build brand awareness
  • Share Information
  • Attract new clients
  • Remind existing clients you are still here
  • Engage with clients
  • Show your expertise
  • Drive traffic to your website
  • Recruit new staff
  • Find news in your market
  • Improve PR
  • Share articles and pages from your website

However, it is a statistical fact that law firms have been slow off the mark in getting involved with social media. Many of those who have had a go have either simply broadcast messages for a while and then given up. Those that have stuck with it have seen many advantages to their business.

Here are specific benefits to law firms which revolve around increasing awareness and reputation:

  • Enquires
  • More likely to get cases referred to you
  • Approached by more journalists for quotes
  • Able to demonstrate expertise to potential clients
  • Company Image becomes more personable

Is it harder for law firms?
It seems that most law firms believe the mantra of ‘You’ve got to be on Twitter’ but aren’t really sure why.

In 2016 econsultancy.com stated in their Legal Sector survey, that many firms were more accepting of social media, and that engaging with clients on social was increasingly common.
This interaction, though, was happening chiefly at an individual level (between lawyers and clients or other parties) and that certainly makes sense given lawyer specialisms and profiles.

My take on this is that many law firms are very dry in their postings and perhaps too corporate. The public do not find it easy to choose a lawyer or solicitor (even approaching one can be difficult). Social media (Twitter) is ideal in building trust and helping people choose you over a competitor. The way you post and help others will certainly help more than your static website.

A Solicitor who is very succesful on Twitter
A really good example of how Twitter can be used for law is Donna Beckett.

Donna has the largest following and reach through Twitter for any law firm. Beckett and Co now get a lot of work through Twitter and have scrapped a lot of their traditional marketing – saving £1000s.

Here is a link to a blog post where Donna describes her journey on Twitter and the benefits:

You will notice in Donna’s blog post that she talks about engagement and not just promoting, this is very important.

How Law Firms can Use Twitter Well
People will search for answers using hashtags. Some of the most popular for law are #familylaw, #ukemplaw, #legalaid etc. Monitoring these can mean you can engage with people and direct them to resources on your website or private message them.

A good law firm’s Twitter feed needs to keep two things in mind:

  • It’s all about the clients
  • It’s not all about the firm

Updates should deliver:

  • Breaking news of interest to your clientele
  • Provide links to reports of interest and importance to clients’ industries
  • Spread the word about upcoming events and opportunities that could deliver value to clients
  • Re-tweet good updates from other Twitter accounts, ensuring that all the links in such RTs are valid and respectable.
  • Follow the feeds of other Twitter users you like, and of the clients and potential clients
  • The easiest way to pick up followers is by adding analysis or perspective to a piece of breaking news. Show people who might become clients in the future how a new ruling or development could affect them down the road.
    A good website to find content is www.rightrelevance.com

Use Lists
Lists are like having different TV channels on your TV. You will notice that Donna follows a lot of people, to just look at her newsfeed would be chaos, so she uses lists dedicated to different subjects so she does not miss anything.

Choosing a profile
You could use your logo – but social media is all about being social and building trust so I would recommend a personal photo. Even better would be setting up personal Twitter accounts of your experts to strengthen your brand.
I would also suggest (lots of eyes will roll skywards at this – but it will set you apart) would be to have a 90 second video pinned to your profile stating how you can help etc.

Phil Aston

Genius Loci Media

by Phil Aston Phil Aston No Comments

5 Tips To Increase Your Hotel and Accommodation Bookings

5 tips to increase accommodation bookings

The first thing to realise is that marketing has changed.  What worked before no longer does and those fixed budgets need to be more flexible. The biggest change is how your guests now consume media and how quickly they can share, read reviews and move on to other websites and portals.

Here are my tips for increasing your bookings:

1. SEO

Make sure your website and social media posts use keywords and phrases which really have traffic behind them.  SEO should be an ongoing part of the other four activities below from YouTube tags to your image tags within your blog posts.

2. Blogging

This from experience seems to be a real issue for many websites in the tourism sector. The issue for many is trying to find something to write about and then worrying how long the post should be!

My advice is to think of documenting rather than creating. This way the content almost finds itself. Short videos of the scene on your doorstep, photos of your chef’s latest creation, local events, staff news, guest feedback and photos.
Blog posts can be just a few lines with images and with your SEO activity build up a lot of authority for your business. (Try and ensure your posts relate to the area your business is in).

NB: You will find that some of your social media posts would make good blog posts. Remember you are trying to get people to your website so use this as your main platform and share from here.

3. Google Adwords

The top search terms on mobile are nearly all Ads and most of your guests are using mobile so an Adwords strategy is important. This is where your SEO and keyword research will be useful in helping you to target more efficiently. Also think of targeting mobile users when they are most likely to be looking. So travel times and work breaks for example.

Also set up a corresponding landing page on your website. When your prospective guest arrives on your website, don’t make them think. The call to action should be obvious.

4 Social Media

You may be thinking you do a lot of this already, you post on Facebook, send a few tweets and update your website offers but is it a co-ordinated strategy?  This is not just about making noise and posting using your PR tone of voice. It is about being authentic and real.

Social media is still producing mixed results in many areas of Tourism and this is because some people see it as an extension of search or Google Adwords. Advertising on Social is not the same as Google.

On Google people are searching for a specific service or an answer to a problem. They are in the mindset to buy. So if I search for a hotel in Cornwall and I see Ads for hotels with offers I am more likely to click on them.

On social media I am not looking for your business, I am scrolling through my newsfeed looking at things that interest me when your Ad interrupts me. If I click through I am less likely to to take up your accommodation immediately but I might like the page for later reference. This is why building a relationship and trust with your social media audience is so important.

Also remember your social media fans expect an immediate response to any question they have.

It is also important to interact with ALL social media reviews. Your social media audience have the ability to share your posts and recommend you far and wide.

Getting into people’s news feeds on social media is just as important as getting a high position in Google.  I would also recommend posting to Google Plus as this does help for local searches.

5. Video Marketing

Visual is everything. People watch more than read on mobile…it’s easier!
I am not talking about spending £1000s on a corporate video that sits on your home page for 12 months but short 30 / 60 second clips which document what is going on within your business or the local area. These should be on your blog posts, YouTube, Twitter, Facebook and Instagram.

Getting out from behind your corporate logo will build trust and make you stand out from the crowd. Your content becomes easy to share and reach a larger audience.
Clips can be shot on your smart phone with logos, call to actions added afterwards.

If you need any help in within your business relating to the topics raised in this post please get in touch.

Phil Aston

01736 719342

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