Jake steps into agency life with Full Mix Marketing

Jake steps into agency life with Full Mix Marketing

Following continued success, East Anglia’s leading business-to-business (B2B) marketing agency, Full Mix Marketing, has once again expanded its team in early 2024.

And, last month, Jake Groves became their newest addition.

With almost three years marketing experience in the travel industry and delivering freelance content writing, Jake is predicted to be a valuable asset to the agency.

“I’m excited to tackle the challenges that agency life brings. The diverse range of clients that Full Mix Marketing works with will help me adapt my skills to different marketing strategies. I look forward to adding my own creative flair to the agency’s content and projects too” says Jake.

After successfully completing his degree in Media & Film at Nottingham Trent University, Jake wanted work creatively and entered the world of marketing.

Having shown his dedication by embarking on online courses and freelancing on a number of projects, Jake landed a junior marketing position at the UK’s leading car rental broker.

During his time as Digital Marketing Executive within the travel industry, Jake’s responsibilities including content writing, digital design, email marketing and social media management.

Over two years and one promotion later, Jake decided to seek new opportunities to propel his career to the next level. Enter, Full Mix Marketing…

“During his interview, we were impressed by Jake’s experience and his desire to step into agency life. He’s already demonstrating his natural abilities, he’s quickly learning new things and helping us develop too with his fresh perspective and enthusiasm” says James West, co-founder and director of Full Mix Marketing.

Jake joined Full Mix Marketing on the 6th March as a Content Marketing Executive, where his creative skills will primarily be used to write press releases, blogs, articles and social media for the agency’s diverse clients.

Norwich-based Full Mix Marketing delivers full service marketing to businesses who provide their other services to other companies (business-to-business) in sectors including manufacturing, engineering, logistics, technology and services.

As reflected in their name, the agency provides a ‘full mix’ of services including marketing strategy, content marketing, PR, SEO (Search Engine Optimisation), PPC (digital advertising), websites, graphic design and direct marketing.

In the last year, the agency has experienced exponential growth and have welcomed both Jake and his colleague Ellie Eagle to their team in early 2024.

Outside of work, Jake enjoys listening to live music, particularly independent bands, and continues his love of cinema by watching films from across the world.

Beyond his creative interests, Jake also plays tennis at his local gym and he and his friends do their best to support local pubs!

Full Mix Marketing hopes to use Jake’s skillset to serve an increasing number of clients and, in particular, meet to rising demand for content marketing, including PR, social media and website content.

“We can’t wait to see the steps we can take in 2024 and we’re already feeling confident Jake will play an important role in our success and future!” adds James.

How to write an effective press release

How to write an effective press release

Spreading good news about your business is one of the most powerful ways to raise your profile.

As well as grabbing attention, it can demonstrate your industry leadership and benefit your website and SEO as part of your content marketing strategy.

However, there are two key challenges – what to write about and how to write it!

So, as East Anglia’s leading B2B marketing agency, we thought we’d take a look at a few top tips to help anyone creating a press release for content marketing.

What can I write my press release about?

The object of a press release is to create an article which shares something interesting, relevant and new about your organisation.

Written in ‘third-person’, as if created by a journalist, it can be sent to websites and publications in the hope they will publish it.

A press release is perhaps at its best when it is relays something genuinely newsworthy – such as a new product, contract win, member of staff, qualification or quality standard.

However, depending on the size and focus of your business, such newsworthy events may be a little few and far between…

If you’re struggling for something new to write about for your press release, you could instead make comment on a topic which affects your clients or sector. This also helps demonstrate your organisation’s leadership.

Examples include predictions for the year ahead, reflecting on a change in customer needs or reacting to an innovation you’re excited about.

Remember, a press release reports something which has or will occur. If a member of your company’s senior team expresses a constructive opinion on something which impacts your market place or customers – that can be news!

Our clients are often amazed at how we can turn a minor development – or an opinion or viewpoint they’ve not yet publicly expressed – into a successful press release!

Give your press release a clear and intriguing headline

Within our team of experienced and accomplished content creators, there are two key approaches to creating a press release – headline first or headline last.

As it suggests, the former means coming up with the headline for your press release first. Often, simply thinking of an intriguing headline can be enough to give you the subject of your press release.

If something has occurred in your business, you might imagine how it would be described as a headline in your favourite trade press or website. You can then construct the article around it.

For some, this is the most productive way to begin a press release. For others, the headline is something which stumps them.

So instead, the alternative is to write the headline last and begin by mapping out your article, perhaps by jotting down some notes and ideas. Once written, you can return to the headline which may then be easier to construct.

Neither approach is better and it’s very much up to personal preference. However, they equally show the importance of the headline…
Both your target audience – and any prospective publication or website you send your press release to – will read the headline first. If it doesn’t grab them, they won’t read further or publish the article.

It therefore needs to be brief, intriguing and encapsulate the main message or story of your press release.

Simple is typically best. However, if you’re feeling bold, you could try a play on words or a little teaser which hints at the story without giving too much away.

Keep it relatively short (12 words or less) and try to include your company name and that of any important third parties.

Build the story with the opening paragraph

In most circumstances, the opening paragraph – or two – of a press release build upon the headline to explain the story, what it’s about and the parties involved.

It should provide an engaging overview of the most important information.

You can use the introduction to paint a picture, before explaining the thrust of the story. However, this is perhaps a tactic better aligned to blogs and self-published content. Journalists and publications prefer to get straight to the point!

Overall, it is best to use the ‘inverted pyramid structure’. This means presenting the most important information first and supporting details later.

This makes it easier for journalists to extract key details and readers to understand the importance of the article without the need to read to the end – which most people do not!

Write in journalise

When writing about your company, it is tempting to communicate all the amazing things your company does, with lots of superlatives like ‘amazing’, ‘excellent’, ‘fantastic’…

However, journalists don’t write like that. Journalists, publications and websites typically try to be balanced and objective in how they portray things.

To give your press release the best chance of being published – and without being rewritten by a journalist or publication – try to be as unbiased as possible.

You can still describe your company’s successes, innovations, products and service, but try to be descriptive rather than superlative.

Use quotes to your advantage

One tactic which can have two notable benefits, is including a quote (or quotes) from key individuals.

Firstly, a quote can help give your company a more personable feel. Quotes can add a human element and provide insight into the perspectives of those involved.

For example, it could explain why your news is important, such as detailing the difference it will make to your company, your colleagues, your customers or your sector.
Secondly, a quote is somewhere where you can sing your companies praises without fear of unsettling your reader!

Whilst a journalist might not be comfortable using superlatives to state how amazing your work is – it’s perfectly reasonable for your Managing Director to sing your company’s praises in a quote.

If another company or third party is involved in your story – such as a new client or partner organisation – you can also include a quote from them in which they might choose to sing your organisation’s praises too.

However, you must get their permission, so the quote must be run by them before the press release is finalised. It is typically easier to send them a suggested quote and ask for their thoughts, rather than ask them to write something themselves.

Facts and statistics

If you have one, a key fact or statistic is a great way to support the subject of your press release.

For example, if you’re talking about your company’s growth or the size of your market opportunity, a genuine stat adds perspective.

If you are quoting a stat provided by a third party (rather than one from inside your business) it’s important to reference the source.

Avoid jargon where possible

However knowledgeable your target audience, it is best to keep your language simple and avoid jargon.

Even within your target audience there will be differing levels of familiarity and understanding. Journalists who receive your press release may have differing levels of knowledge too.

Where possible, it’s best to focus on the benefits of the news you are communicating rather than the features.

If you use an anacronym or technical term, it can be best to spell it out, at least once.

Keep to a manageable length

There is no strict rule but around 400 words is typically long enough to tell your story and include enough background for the audience. However, 100 words more or less is fine too.

Journalists tend to keep sentences short and avoid more than two in any single paragraph. They also like to structure sentences with minimal punctuation. If a sentence is difficult to read, break it down into bite size chunks.

Towards the end of your press release, you can include some ‘boilerplate’ content about your company. This is typically a short paragraph or two about your company, what you do, who you serve, your history and any standout capabilities or successes.

Include your company web address

This is a tip which can significantly help your website and SEO (search engine optimisation).

At the end of your article, include a sentence which states ‘for more information visit www.ourwebsite.co.uk’.

If you’re lucky, the website or publication will include it. In can help drive potential customers to your website and Google and other search engines will see it as a valuable ‘backlink’ which adds authority to your website.

Make sure it is proofread at least once

However excellent your language, most writers make minor mistakes which they themselves become blind to when drafting a press release. Equally, a carefully constructed sentence which you believe communicates something clearly, could be found confusing by others.

If time permits, it is often best to leave an article overnight and give it one final read through the next day.

Regardless, it is critical to have it proof read by at least one other person. Nothing undermines the professionalism of your press release and communications like a grammatical error or typos!

Have your distribution strategy ready

A press release is only as effective as the number of places which choose to publish it.

Before you start writing it, consider who you are going to send it to and make a list of the potential recipients at each publication or website.

When you send it, include it as an attachment but also ‘sell’ the topic in the body of your email. A good sentence to include is ‘We think your readers would be interested because…’ and explain why it is important!

And, don’t be afraid to chase them up if you don’t hear back. Websites and publications receive many press releases, so it could have just been missed!

Getting your press releases and content marketing right

Press releases and similar content marketing are an incredibly powerful way to boost awareness of even the smallest business or organisation.

Often thought to be the preserve of big businesses with big announcements, many trade press and mainstream publications and websites are eager to receive press releases. And, a successful article can often be created from even the smallest development, achievement or comment.

As East Anglia’s leading B2B marketing agency, we help our clients deliver press releases and content marketing which have a profound impact on both their profile and SEO.

If you need any further help, contact us here

First class honours graduate Ellie joins Full Mix Marketing

First class honours graduate Ellie joins Full Mix Marketing

East Anglia’s leading business-to-business marketing agency, Full Mix Marketing, have recently welcomed first class honours graduate, Ellie Eagle, to their expert team.

After successfully completing a degree in Business and Marketing Management in Oxford, Ellie is eager to begin her marketing journey with the help of the experienced team at Full Mix Marketing.

Swapping the lecture hall for the office, Ellie’s new role as Junior Marketing Executive will see her involved in delivering various marketing activities, including social media, content marketing and direct marketing.

She will work alongside her colleagues for a variety of industry-leading businesses, in sectors including manufacturing, technology and engineering.

“I’m really excited to start my career here at Full Mix Marketing. I can’t wait to put into practice all the things I learned at university and get lots of hands-on experience with the help of my colleagues!” says Ellie about her new role.

Established in 2016, Full Mix Marketing have quickly grown to become East Anglia’s leading B2B marketing agency, offering effective marketing for companies and organisations who work with other businesses.

The team not only provide elements of digital, strategic and traditional marketing support to clients but can also act as their entire outsourced marketing department.

“During our recruitment process, Ellie’s enthusiasm and eagerness for an opportunity really stood out! Already, she’s keen to dive in, explore every aspect of what we deliver and soak up the knowledge our colleagues have to share,” says Director of Full Mix Marketing, James West.

Ellie’s interest in marketing stems from her high school business classes, where she first studied the subject as part of her GCSEs.

This enthusiasm led her to pursue the same subject at A-Level, before moving on to study Business and Marketing Management at university in Oxford, where her talents ensured she graduated with first class honours.

Ellie adds, “I believe my passion for marketing is only going to grow, particularly working with such a diverse range of clients. It’s fascinating learning what they do, what their customers value and how to create marketing which can deliver such strong results.”

Ellie has become the latest member of Full Mix Marketing’s growing team.

The B2B experts work closely with clients in a wide range of sectors, including business services, IT, logistics and construction.

Full Mix Marketing has recently experienced significant growth, welcoming new clients alongside many they have supported since the agency first began.

Outside of work, Ellie enjoys reading dystopian novels and watching sci-fi films. She is also a keen plant enthusiast, despite admitting to not having the green fingers required to keep them alive longer than a month!

“We’re thrilled to have Ellie aboard. She’s already demonstrating all the right curiosity and skills and we’re confident she’s going to be a great asset in her current role – and beyond!” concludes James.

Getting the fundamentals of SEO right

Getting the fundamentals of SEO right

Search Engine Optimisation (SEO) is often depicted as a ‘dark art’ and the preserve of those who specialise in delivering it.

It’s certainly true that SEO is technically complex – especially as there are no definitive guidelines from search engines.

However, even if you don’t wish to study the specifics – after all, that’s what we’re here to help with – then understanding the fundamentals alone can still help transform your business’s appearance in search results.

So – as we’ve not written about SEO alone since way back in blog 26 – we thought we’d return to the basics and how B2B organisations can help their websites win favour with search engines:

First, what is SEO?

Search Engine Optimisation (SEO) is the actions you take to ensure your website appears more frequently and higher up in search results for the search terms (keywords) you wish to target.

The three biggest areas you can affect are:

• Relevance – the content within your website and its appropriateness to someone’s search
• Authority – how respected your website is as a suitable search result and source of information
• Structure – how well your website is built and the experience it provides

Let’s take a look at some of the fundamentals which you can address:

Content

Arguably the single most important element of SEO is whether your website contains content which helps address a user’s search term. The more ‘relevant’ your website, the more likely it is to appear in search results.

As such, you need to include content – text, images, video and other resources – in your website that directly address the needs and interests of your target audience.

Content also needs to be regularly added to and refreshed to let search engines know your website is current.

Keywords

One of the ways to improve ‘relevance’ is to include keywords (individual words or longer search terms) which your target audience might enter when searching.

The more your content matches their search, the more likely your website is to appear in search results.

You can use various free and paid-for tools to help research keywords. You might be surprised as people searching often don’t use the terms you might predict!

When including keywords in your content, it’s critical to do so naturally. ‘Stuffing’ your website with keywords can be a negative for search engines.

On-Page Optimisation

Other than the core content, there are a number of other attributes throughout even the most basic website which can contribute to SEO.

Each page has a ‘page title’ which appears only in the browser tab. It is one of the first elements search engines look at, so make sure it includes your keywords.

You can also use keywords strategically in your on-screen headings and image descriptions (alt tags).

Your URL (webpage address) structure is also important and should help show search engines the topic and importance of pages.

Authority

Authority is a measure of how respected your website is as a source of information. It is primarily demonstrated to search engines by high-quality backlinks (hyperlinks) from authoritative and relevant websites.

A typical link-building strategy involves approaching third-parties and sharing content (such as press releases) which they may wish to publish online with a link back to your website.

However, beware of purchasing links or creating them by registering on low-quality listings websites. This can be another negative for search engines.

Internal linking within your website is also important for guiding users and search engines through your site’s content.

Technical SEO

As websites are a complex collection of HTML and other computer code, there can be errors or anomalies which search engines dislike.

Free and paid-for tools can help audit your website to assess attributes such as crawlability, broken links, speed and other technical factors.

It’s now critical your website should be hosted on a secure (HTTPS) server with the relevant security certificates.

Mobile-Friendliness

In B2B organisations, many websites are still primarily viewed by working people using desktops and laptop screens.

However, Google moved to ‘mobile-first’ indexing a few years ago – so having a mobile-friendly and optimised website is crucial for SEO.

Ensure your site is responsive to different browsers and screens, and provides a seamless experience across various devices.

This can be achieved in most website builders and content management systems (CMS) – and online simulators can help you check what your website will look like on various devices.

User Experience (UX)

User-Experience (UX) is typically more associated with having an effective website which users enjoy and helps successfully sell what you deliver.

However, many of the priorities of UX also influence SEO and they are increasingly closely intertwined.

In general, you need to ensure your website is easy to navigate, loads quickly, and information is clear and accessible for everyone.

Lots of internal links help users explore your website.

Local SEO

Local SEO is important if the geographical location of your business has a bearing on who you serve – for example, if you have a branch or local office or work only with business in a specific town or region.

The fundamental action is to claim and optimise your Google My Business listing. This also provides your customers with a place to post (hopefully) positive reviews.

Local keywords (such a place names) and locally focused content can also help.

Getting your SEO fundamentals right

As we’ve seen, the fundamentals of SEO are fairly clear. Google and other search engines want to serve up good quality websites which satisfy their user’s needs.

The execution of SEO involves both technical expertise and the ability to create and disseminate great content to boost relevance and authority.

As East Anglia’s leading B2B marketing agency, we help our clients with all three areas of SEO.

If being found online is important to your business, we can help here.

Digital Lead Laura celebrates 5 years at Full Mix Marketing

Digital Lead Laura celebrates 5 years at Full Mix Marketing

Ask digital marketing expert Laura how many websites, PPC campaigns and SEO strategies she’s worked on over the past five years and she can name an impressive number!

And that’s no mean feat considering the long list of clients Full Mix Marketing has supported over the last half-decade.

“We’re fortunate that we’ve worked with so many of our clients for several years, developing their digital marketing and successfully achieving their online goals, which means many of our customers appear on my to-do list every week!” says Laura.

As Digital Marketing Lead for Full Mix Marketing, Laura is this month celebrating her fifth anniversary at East Anglia’s leading B2B marketing agency.

Promoted to Digital Marketing Lead in 2023, Laura takes responsibility for digital marketing such as online advertising (PPC or paid search) and search engine optimisation (SEO), including analysing results and coordinating her colleagues’ actions.

In addition, she both improves existing websites and creates new sites for many of the agency’s clients.

“Laura seems happiest with her head down in a website, developing pages, finding solutions and improving SEO. That and eating her daily dose of custard creams!” says James West, Director of the B2B specialist agency.

Laura joined Full Mix Marketing in January 2019 with over a decade of experience delivering digital marketing for a publisher and a social media marketing agency.

With a degree in Graphic Communication from Norwich University of the Arts (NUA), Laura has gone on to specialise in the digital design of websites and other technical aspects of digital marketing.

“For 5 years Laura has been a fabulous member of our team – and sometimes the unsung hero. Building websites, solving issues, creating reports, boosting results and helping her colleagues and our clients wherever she can” adds James.

Full Mix Marketing has established itself as East Anglia’s leading B2B marketing agency, delivering effective marketing for companies and organisations who work with other businesses (B2B).

The team provides ongoing marketing support to businesses in sectors including manufacturing, engineering, logistics, business services and innovative new technology.

Outside of work, Laura has taken her support of her aspiring footballer sons one step further, by lacing up her own boots and beginning to play for Taverham Ladies.

“I often tease Laura about her interview five years ago when she described herself as ‘sport mad’! Like most of us, I think family life got in the way – but we’re all really proud that she has now turned into a passionate women’s footballer. You’d be a brave person to tackle her!” concludes James.

VACANCY 1 – Marketing Executive (Full-time)

VACANCY 1 – Marketing Executive (Full-time)

Would you like the opportunity to be part of a supportive team in a successful full service marketing agency?

Want to make the most of your skills, shape your role and deliver meaningful marketing for enthusiastic businesses?

As East Anglia’s leading B2B marketing agency, we’re seeking a Marketing Executive to help with our continuing growth.

 

Full Mix Marketing

We’re an award-nominated marketing agency, working with an increasing number of companies in interesting sectors including manufacturing, engineering, technology and business services.

For many, we act as their marketing department, delivering all the strategic, digital and creative marketing they need.

We’re creative, collaborative and passionate about doing a great job!

 

The Role

We require an enthusiastic and talented person to join our team.

Working alongside the directors, account managers, other executives and designers, you’ll help create and deliver ongoing marketing for our clients.

This is a varied position which you can help to shape. The role could be broad or focused on your specific skill set, with an opportunity to quickly progress.

This is a full-time office-based role in Norwich city centre.

Salary £23,000-£30,000

 

Key Duties

  • Delivering or contributing to key elements of marketing, including:
    • Strategy and planning
    • Branding and messaging
    • Digital marketing (incl. website design, SEO, PPC and analytics)
    • Direct marketing (incl. email and direct mail)
    • Social media marketing
    • Content marketing and PR
    • Graphic design, marketing materials and advertising
  • Understanding and communicating our clients’ brands, products or services
  • Helping to identify opportunities 1for our clients
  • Managing your workload

 

What we offer

  • Friendly and collaborative working environment
  • Support and the autonomy to make the role your own
  • Personal development plans and regular reviews
  • Opportunity to help shape and share in our continued success
  • City centre location
  • 28 days holiday PLUS bonus days at Christmas
  • Birthday and work anniversary treats
  • Pension
  • 9-5 office hours with flexibility for family and holidays

 

This is a full-time role. However, an additional part-time vacancy is also currently available.

 

The Person

Essential

  • Experience delivering marketing in a business, organisation or agency
  • Good understanding of the principles of marketing
  • Good written language skills
  • Well organised and diligent
  • Passionate, positive and friendly

 

Desirable (but not essential)

  • Marketing, business or English language qualification (e.g. CIM, degree)
  • Confident communicator, able to build relationships
  • Content, copywriting or social media skills or experience
  • Digital marketing skills or experience
  • Graphic design skills or experience

 

To apply, please send your CV to james.west@fullmixmarketing.co.uk – quoting reference FTME/JAN24 – or apply via Reed, Indeed or CV-Library.

APPLICATIONS CLOSE 31/1/24