Hootsuite Summer Social Series Webinar 2: Using search and social advertising together

Following our attendance at the first webinar of the Hootsuite Summer Social Series, we joined the next live webinar to explore the ‘Best practices for using search and social advertising together’. This is the second webinar we’ve attended in the series presented by Hootsuite to learn new strategies on search and social advertising. If you missed our blog on the first Hootsuite webinar click here. The second webinar of the series covered how to use Google and Facebook simultaneously to get best results. So, what did we learn?

Advertising on Facebook is proven to increase your Google results

If you’re an active user on Facebook, you may have noticed some ad’s which are of interest to you. This is because you’ve been targeted by a company using the Facebook audiences feature. This allows companies to reach out to new people who may or may not have realised they needed your product or service based on information Facebook holds about you; whether that be your age, location or interests. Naturally, if you saw a Facebook advertisement you were interested in, you may out of curiosity switch to Google for further research. From Hootsuite’s findings, it is suggested that by advertising on Facebook, your search results on Google will increase on average by 34%.

Keeping consistent across search and social channels

There’s a lot of noise out there in relation to marketing across both search and social. Therefore, to ensure your brand can stand out and for maximum chance of conversion, your messaging must be consistent. As you may know, it takes multiple touchpoints for a prospect to consider purchasing from your brand so you must stick to one consistent message or offer.

It’s not just brand names people are searching for- they’re also looking for offerings and results. Additionally, catchy headlines, phrases, or propositions are those that are more memorable than a just a brand name, so think about what resonates with your audience and what will stick in their minds. Ensure you are consistently optimised for those keywords across search and social so you can easily be found.

Using Facebook to retarget uses from search ads
Retargeting is an ever-growing subject in the world of marketing at the moment. What people are unaware of, is that there is more to retargeting than just purely displaying ads to website visitors. In order to maximise your efforts in retargeting, you can cross over with search and social. Often when clicking on a Google ad, visitors will come away from the page, perhaps do some additional research and explore other alternative options or solutions. However, by retargeting with Facebook, ads appear when the user visits the social media platform at a later date, reminding them about your offer and keeping your company at the top of their minds.

In summary, you shouldn’t be thinking about whether search or social is better for your brand- you should instead think how it is best to use search AND social together. Stay tuned for the final blog on the third webinar of the Hootsuite summer series.

Hootsuite Summer Social Series Webinar 1: What we learnt about social media personalisation

There’s a lot of discussion and articles lately about the importance of personalised content within marketing. We decided to take an alternative route by registering for Hootsuite’s ‘Summer Social’ series of webinars to see what more we could learn and share directly from the ultimate experts in social. The first webinar we attended was ‘Know your customer: Delivering a personalized experience on social’; and in this blog we’ll share what we discovered from the first webinar of the series.

For those who may not have much experience with the platform, Hootsuite enables businesses to make scheduling, managing and reporting on social media content easier. At Armitage, we use Hootsuite regularly for these very reasons.

Personalised marketing has become a massive talking point for marketers across the world, with goals to tailor content based on customer behaviours and specific needs. Hootsuite believe that in order to maintain and build relationships through an automated social platform, the process must remain as human as possible throughout, and this is where personalisation comes in.

Here's some key points on what we learnt about personalisation from Hootsuite’s webinar:

  • 80% of consumers are more likely to buy from brands when they offer a personalised experience. That’s for sure one way of increasing conversion rates.
  • Brands are now becoming less focus on reach, but more on creating quality content personalised to customers.
  • The one size fits all approach to social media is outdated. After all, you wouldn’t ask someone to retweet your post on Facebook…
  • Whilst some content might work for one business, it doesn’t mean it will work for yours. Understand your target market through customer personas. If you need some help, we’ve created a B2B persona creator tool for you to try.
  • Create a varied content library including; high-quality videos for Facebook, shortened videos and imagery for Instagram, behind the scenes video clips for Instagram stories, and recruitment posts for LinkedIn- the possibilities are endless.

If you want a deeper understanding of using personalisation across your social channels, you can watch the full Hootsuite webinar here.

Six engineering superwomen to celebrate International Women in Engineering Day 2019

With less than 15% of the engineering workforce in the UK comprised of women, International Women in Engineering Day 2019 has sparked a conversation in our offices this week. We’ve been debating ways to mark the day and encourage young girls to study Science, Technology, Engineering and Maths (STEM) subjects to align with the Women In Engineering Society (WES) campaign ‘Transform the Future’.

On Sunday 23rd June 2019 WES will launch its Centenary Interactive Trail Map. The map will mark women who have achieved ground-breaking work in engineering, where they are from and their inventions that have completely reshaped the world we live in today.

Here at Armitage we have a team of six women working across engineering and industrial technology accounts including robotics, oil and gas, automation and instrumentation. Over the years our day to day work has inspired us to think about the women, both today and from the past, who have made great leaps in engineering. We believe similar women could be the next celebrity role models for girls to look up to. Instead of the usual selection of pop stars, reality TV personalities and models, we’d much prefer to see coverage in daily magazines and newspapers on the lives of engineers, inventors and scientists. For those who are around today, we’ve included a link to their social media pages so that girls who love to Tweet, Insta or Facebook can follow their activities throughout their careers.

So without any further ado, here’s our six favourite women in engineering who have transformed the future:


there's a spark in you

Martha Coston designed a night signal and code system for the U.S. army


Helen, Database Manager: Martha Coston (December 1826 - 1904), who went on to design a signal system for ships in the civil war, using notes her husband left before he died and tweaking them to make it work.

I think it’s admirable that she honoured her husband’s legacy by studying his work. In the nineteenth century, ships used lanterns and flags for signals which presented obvious challenges such as communicating with boats over a long distance. For ten years Martha worked on the flare signalling system, hiring chemists and fireworks experts to help with little luck.

Her breakthrough discovery came as a result of her attending a fireworks display in New York City. She realised that the system needed a bright blue flare, along with the red and white she had already developed. As a result of establishing the Coston Manufacturing Company to make the flares, she received a patent for her pyrotechnic night signal and code system. This was then tested by the U.S. Navy and went on to be used in the discovery and capture of Confederate blockade runners during the Union blockade of southern ports. They were also used by the United States Life-Saving service to warn ships of dangerous coastal conditions.

Model behaviour


Karlie Kloss partnered with FlatIron School in 2015

Nicola, Administrator: My favourite engineering lady is Karlie Kloss (1992-present). Karlie’s modelling career spans over a decade with work including advertisements for Oscar de la Renta, Jean Paul Gautier, Calvin Klein and Ellie Saab to name just a few. Karlie is not just a pretty face - she’s an avid coder and in 2015 partnered with FlatIron School and Code.org to offer a scholarship called ‘Kode with Klossy’. The two week summer programme for 13-18 year olds teaches girls how to code real life apps. Any girls passionate about learning this sought after skill can apply here.

Twitter: @karliekloss

Facebook: @karliekloss

Instagram: @karliekloss

Anne Marie Imafidon loved computers from a young age

Sophie, Senior Account Executive: I’m a great admirer of Anne Marie Imafidon (1990-present). When she was four she got super interested in computers when her Dad let her play on his computer which had Windows version 3.0! She went on to study science and IT at school as one of the very few girls in the school studying these subjects at A Level. It was only when she attended a tech conference in the U.S specifically for women that she realised she was a ‘woman in tech’ and got started on developing the Stemettes, an organisation which encourages girls of all ages to get into STEM. The organisation runs panel events, hackathons, exhibitions and mentoring schemes and has a variety of events slated for the summer across the UK. Click here for the full list.

Instagram: @notyouraverageami

engineering stars


Hedy Lemarr invented a radio signalling device to keep enemies from decoding messages during WWII

Rose, Junior Account Manager: I’ve always loved Hollywood movies especially the old classics such as Gone with the Wind and Some Like It Hot. Imagine my surprise when I discovered that 1940s Hollywood actress Hedy Lemarr (1914-2000)  invented a remote-controlled communications system for the U.S. army. She was a beautiful actress who starred in classic Hollywood films such as Comrade X alongside Clark Gable and Ziegfred Girl with Judy Garland. Not only extremely attractive Hedy Lemarr completely undermines the preconceived idea that glamourous women don’t have brains.

Hedy worked with her friend, the composer George Antheil, on an idea for a radio signalling device which was a means of changing radio frequencies to keep enemies from decoding messages during WWII. The implications of this invention were not fully realised until relatively recently. The invention was a significant step towards maintaining the security of both military communications and mobile phones in use today. Due to her brainy discoveries Lamaarr became the first woman to receive the Oscars of Inventing, the BULBIE™ Gnass Spirit of Achievement Award in 1997.



in wind or rain


Susan, Account Director: Mine is Mary Anderson (1869-1953)  who invented the windshield wiper in 1903. Car manufacturers from the 1920s onwards (when her patent expired) adapted her basic design and integrated it into their automobiles. The windshield wiper might not be a huge feat of engineering but her invention impacts people’s lives every time they drive their car in the rain, sleet or snow. Growing up in Vancouver, Canada −a city which is famous for the amount of rain it receives per year − windshield wipers were particularly handy! The wipers also get a good workout in my new hometown of London, England.

Emma, Senior Account Manager: The female engineer I am most inspired by is Edith Clarke (1883-1959). Clarke was the first woman to earn an M.S. in electrical engineering from the Massachusetts Institution of Technology (MIT). Despite this achievement, and later creating the Clarke calculator, a graphical device that could solve line equations involving hyperbolic functions ten times faster than previous methods (for which a patent was granted in 1925), it took her several years to achieve her dream of becoming an engineer. Clarke continued to achieve firsts throughout her career, and in 1943 she published what was to become an influential textbook in the field of power engineering, Circuit Analysis of A-C Power Systems.



The moment we’ve been waiting for – our zest for PR is celebrated at the Petroleum Economist Awards

Never in my three and a half years at Armitage Communications have I experienced such a build-up of emotions in such a short time. Over the last three weeks, there’s been an underlying tension building. Will we, won’t we? It’s been pushed back slightly from the forefront of our minds as our client’s projects maintained front and centre stage, but all along the suspense was rising in the background. We’d learned of our nomination for Energy Consultancy of the Year (PR).

At the beginning of the month an email was circulated telling us the good news – Armitage Communications had been nominated by the Petroleum Economist to be independently judged by a panel of industry experts. Completely anonymised, our approach to marketing digitalisation to the oil and gas sector would be evaluated by judges from the International Energy Agency (IEA), the organisation of the Petroleum Exporting Countries (OPEC) and the Oxford Institute for Energy Studies (OIES). The people that really know their stuff when it comes to energy, oil and gas.

We knew it would be a challenge to impress the experts but something told us we were in with a decent chance. Our strong engineering roots and capacity for thorough research means that all of our campaigns are based on accurate and useful information which will genuinely benefit the sector, such as how to meet new safety regulations and lower production costs. We decided it was worth shouting about the nomination, taking time to create an e-signature which encouraged our clients and suppliers to begin to root for us too.

We spread our news on our social media pages as well, using gifs to illustrate both our enthusiasm…


…and growing anxiety.


Before long the evening we’d all been waiting for had arrived. Suited and booted and glammed up to the nines, the Account Directors made the trip by taxi from our PR hub Mill House in Beddington, Croydon to One Great George Street in Westminster. Upon arrival the guests were treated to glasses of champagne before retiring to the Great Hall where a scrumptious feast of seared tuna with lime and ginger dressing, followed by braised lamb shank and a dessert of elderflower mousse, was served. Soft jazz music was performed on stage to quieten the nerves of the awaiting audience.

I waited restlessly at home for the news.

Around 9.45pm, Helen Robertson, Managing Editor for the Petroleum Economist took the stage to introduce the awards presenter of the night, Stephen Sackur. Presenter of HARDtalk on BBC World News, Stephen Sackur had just returned from Libya and cycled his way to the event in a black tie. “I am very committed to phasing out the combustion engine. Is that a terrible thing to say at a Petroleum Economist Awards Dinner?” he joked, breaking the ice.

As the awards began to be read out, the Account Directors were almost falling off the edge of their seats in anticipation. Ed couldn’t contain himself any longer and began eating all of the chocolate on the table to try and calm down.

My phone was silent for a few minutes as I stared at the blank screen.

Then the news broke…”Energy Consultancy of the Year (PR) goes to…Armitage Communications!” followed by loud applause and our exuberant team jumping up in excitement. David Armitage, Managing Director and Tim Haines, Account Director, took to the stage to receive the award – a proud moment for both men as they started the company together over thirty years ago.


I saw the tweet posted by @PetroleumEcon shortly before I received the many texts from my colleagues and an image of the award itself. Screaming with joy, I was just as thrilled as if I had been there sitting at the table with the team. A great moment for us – a fantastic night for a company that has worked together closely, using its understanding of automation, instrumentation, electrical, control and telecommunications technologies to communicate and raise awareness of the benefits that these technologies can bring to the world.

In other words, we are champs.

It’s not often that we sing our own praises but I think in all fairness, we deserve to make the most of this one.

And our story doesn’t end there. We have also been nominated for Comms Team of the Year at the Energy Live Personality Awards. Taking place on the 7th December, we’ll be sure to keep you updated. ;)

Got a new technology which could transform the industry? To find out how we can help you get your message across to the people who matter, email info@abb-oilandgas.co.uk or tweet us at @ArmitageComm.

Integrated marketing communications: The best party starts with an invite

Click here to view a larger version 

If you want your reputation to spread like wildfire, as the greatest party planner of the 21st century, then your invitation needs to extend across multiple platforms.

Therefore, every marketer should be brilliant at throwing social events. Of course, that is if they practice integrated marketing both at home and in the workplace. Here at Armitage Communications, we’re all talented hosts and hostesses. But a recent request from a client set quite a challenge.

Do the locomotion

To organise a seminar encouraging manufacturers to buy industrial robots, and ensure the event was nothing short of a manufacturing party was quite a challenge. But we immediately began planning how we could optimise all the relevant platforms, with the right marketing techniques to maximise PR.

We began with the go-to of communications execs since 1906, the press release. Simple yet effective, a 500-word piece set the tone for the event and ensured that many targeted industry magazines would circulate the news in both print and digital formats. The next stage was to create a landing page, where those who wanted to attend could confirm their booking. A CMS in which this was possible allowed us to integrate the campaign with other websites, social media being the central focus.

The press release almost acts as the anchor for your planning. Once established, social media can be used to make your event go viral. A digital format allows the details to be instantly relayed between invitees, in an era where online communication reigns supreme. I don’t know the last time I saw a paper invite.

Respondez, s’il vous plait

The difference with personal social media invites is that your friends are already invested in you. With B2B marketing, the challenge is to convince the target market to invest their time in your client. For this reason, the landing page we designed included case studies to communicate the client’s ongoing success, just as your own Facebook event probably includes photos from previous rip-roaring parties you’ve hosted.

We also included a sign-up form so that visitors could register directly, but aware that some manufacturers might take longer than others to commit, we ensured the page included many links to our multiple social media platforms, where the message was reiterated through tweets, blogs and LinkedIn posts. As discussed in our earlier blog ‘A courtship with content’, drip-feeding personable, entertaining snippets of information is a great way to lead customers back to the source, and get them nibbling on those corporate vol-au-vents in no time.

We also wanted a landing page which was mobile compatible. As any marketer in the 21st century is aware, much internet browsing now takes place on mobile devices (in fact this year it’s reached almost 40 per cent). This again facilitates sharing over on to social apps, integrating the campaign further still. But we didn’t stop there. Encouraging physical interaction through a QR code on an advert placed in industry publications, we linked manufacturers straight onto the mobile landing page where again, a direct booking could be made.

What’s more, any experienced socialite knows that taking advantage of other successful events is a must. In the B2B marketing world, it’s the same.  Making use of industry functions throughout the year is vital. We ensured our campaign was given as much exposure to the target market as possible by having flyers (including the aforementioned QR code) distributed to delegates who attended a leading processing and packaging event just a few weeks before our seminar was scheduled. Exhibitions, conferences and industry shows should be considered as invite opportunities - have you ever had a group of friends together at dinner, and thought that was an ideal time to ask them if they could make your do? Of course you have. The right audience are present, an audience that likes to be entertained.

Pull them in like Hansel and Gretel

Finally, we took the slightly more traditional approach of emailing invitations in the form of an e-shot to a number of mailing lists, some of which were provided by our client. Others were supplied by target industry magazines and enabled us to reach those who would be most interested in our client’s event. Ultimately, the e-shot wound up in the same place that every other trail of marketing content breadcrumbs we left ended up, the campaign landing page.

Through assembling a collection of communications, we were highly successful in promoting our client’s robo-centric reception. By tying the various delivery tools together, we created an effective integrated marketing campaign that meant the puff pastry tray was stripped bare in no time.

We're hiring...

Are you a cocktail-shaking connoisseur of blending marketing tools? Then you'll be pleased to know we're looking for a talented new executive to join our team. To apply simply email claire.shore@abb-oilandgas.co.uk and attach your C.V along with 200 words about why you'd like to work in technical PR.  


Optimise your Twitter – 10 Tips On How To Gain and Keep Followers

Bird twitter icon in flight

A straightforward indication of the success of your Twitter communications strategy begins with examining the number of followers you have. Put simply – the larger the audience, the more exposure your messages or tweets are going to get.

We all judge the popularity and validity of a Twitter account by those digits under the followers heading, and despite this being like all judgements - rather shallow - it’s important to recognise that when visitors come across our Twitter accounts they will be doing exactly the same.
Of course, there are other factors to be considered during analysis such as the frequency of tweets, the times of the day your followers seem most receptive and how many retweets and favourites you get each month, but we think that in terms of cementing great foundations for your Twitter account to operate at its best, social media managers should focus on gaining and keeping followers, especially when an account is first created.
Remember, no followers equals no audience, but lots of followers doesn’t always mean the audience is receptive. It’s important to analyse your followers from time-to-time, to re-evaluate whether as an audience they are right for your campaigns as they develop.

So in order to keep this short and sweet, but thankfully not limited to 140 characters, we’ll share with you our top ten tips on how to get and keep the best Twitter audience for your social media strategy.

1)      Remember the rules. Twitter works under the same rules as any other form of communication. Common sense, respect and manners will get you everywhere, whereas blatant ads or promotions will lose you followers.

2)      Have a personality – show emotion, get excited, be humorous and people are more likely to engage with you. Entertaining your followers with funny comments is a great way of gaining retweets, but avoid any quips which could be interpreted as offensive. Technology can make us all seem like robots sometimes, so it’s important to portray the human behind the computer.

3)      Don't forget to share. Any useful information or content that you stumble upon can be shared via tweets, just remember to credit the authors by mentioning their Twitter account, if they have one. There’s a good chance they’ll follow you and you will have enriched your own account at the same time.

4)      Make the most of Follow Friday! Simply tweet #FF along with a few of your favourite followers - make them feel special and it’s likely they will return the favour. Ultimately, you should end up with a couple more followers every Friday.

5)      Shorten where necessary. Depending on your audience and the context of your tweet you could try using text language, for example gr8 or yr. Only do this with obvious words though in a few parts of your tweet. It will save you characters at the end which you can use for hashtags or other people can use to comment if they RT you.

6)      Avoid using @ spam. Long lists of attached usernames (except for #FF) can flag up your account as spam to other users and will quite likely result in your account being blocked, and, oh dear, less followers.

7)      #takecare. Be careful when using a trending hashtag to promote your campaign. Certain political trends could really go down badly, whereas anchoring a relevant hashtag group such as #UKmfg for UK manufacturers could engage your campaign with the right business.

8)    Name drop. Associating your brand with a well-known product or company can be a good way of getting extra attention. For example, when ABB Robotics installed a cell at innovative metal designer RoboFold, we made sure to tweet about it and mention their account, leading to their re-tweeting us and exposing our client to a whole new but relevant audience.

9)     Take a joined-up approach. Leverage all your other social media and online platforms by linking them to your Twitter account. So if you have a blog make sure every entry has a share button which can be scaled across to Twitter, and a button which goes directly to your page. If you’re using Facebook, use one of the numerous apps which will share your Tweets - go sparingly though, as Facebook users don’t normally expect the high frequency of activity from a user that is common to Twitter.

10)   Don't be needy. Neediness online is as unattractive as it is in the real world. Whatever you do, don’t be needy. Whether it’s for followers or an RT, it comes across as really unprofessional.

Considering social media as a marketing tool? With experience in social media management across a wide range of platforms, Armitage Communications can help. Call us on 0208 667 9660 to find out more.

A courtship with content

Girl and boy hold a balloon with social media icons as well as pdf, e-guide, webinar

There are many ways in which using content to win new customers is like trying to find a romantic partner. Not only do you have to stand out from the crowd and attract someone, but then you have to face the tricky business of keeping them interested too.

Like the Frankie Goes to Hollywood Christmas hit that somehow finds its way into your CD player every year, we believe that you should make love your goal when it comes to shaping and using your content.

Okay, so we’re no authors of Mills & Boon type romance novels, but a business to business marketing relationship can be compared to that of a blooming love affair of the 21st century. Take for instance, the initial meeting in which your target customer comes across your social media content or e-shot. For any social media content to drive visitors to your website, the media needs to be informative, entertaining and educational, not pushy – no avert promotional plugs please. Just like a cheesy chat up line which is transparent and quite frankly, embarrassing, the first encounter should be natural, with genuinely personable content leaving the visitor wanting more.

Letters of Love

Now you’ve snagged your ideal buyer persona’s attention – they’re aware and quite intrigued by your existence – you obviously want their mobile number, or by extension, contact name, email address and company details. For that to happen, they need to be pushed just that little bit extra to your landing page or website, so clear flags need to be posted such as links or buttons on your  Twitter, blog, Facebook or e-shots. You wouldn’t have acquired your current boyfriend/girlfriend’s number without asking directly, would you (unless you’ve used some worrying tactics) and so, overt calls to action such as ‘Visit our page to find out more’ are vital if you want to further develop a relationship.

Fantastic, you’ve nabbed their digits, they have subscribed to an affair with your content, but will the affair turn into a fully-fledged committed relationship? Flirt on, content strategist, as this is where you drip feed the prospective customer with love letters or more specifically, in-depth marketing materials such as white papers, e-guides, webinars and videos. Don’t be shy, show off all your qualities! As you would optimise your appearance for a video chat with your crush, optimise your content to really exhibit how brilliant your brand or service is.

Furthermore, just as we all moderate ourselves to an extent to fit in with our perceived idea of what our lover wants, select materials which you believe are relevant to the prospective customer. For example, if you have a white paper which details your understanding of the type of service they’re likely to need, send, send, send!

Bring in the wingman

Now your love interest is seriously considering making the pair of you official, consolidate the business partnership and nudge them into actually paying for your products or services. This is achieved only through authenticity and clear presentation, with media such as product literature, testimonials and case studies being the most appropriate. Just as it would be better for you to get a friend rather than an ex to sing your praises, ask current clients to review your relationship, and communicate their positive comments to the potential customer.

So the deal is sealed, your bond has been validated for the entire world to see, you now have another client and a return on investment for all that hard work optimising your content strategy, or alternatively, staggeringly impressive pulling tactics. But remember, a happy customer will promote your company to other potential clients, leading to more business. You wouldn’t want your partner to badmouth you to his/her friends and family, would you? So don’t become complacent, wine and dine your client to keep them engaged.

Keep drip feeding them content to remind them of the brilliant customer experience they have had or are having with your business, offer news and views on themes which you know will draw them back in. A good relationship also provides a platform for you to inform them of other products and services that may complement their needs – surprise your darling, you’re not afraid to try something new – and before you know it, you’ve optimised on the potential ROI your content marketing strategy can achieve. You’re the real-life Romeo of the content marketing universe!

Want some advice on your content marketing strategy? Here at Armitage Communications, we believe content is king, and have plenty of tools to help you on your way. Call us on 0208 667 9660 or visit our website to find out more ;)