marketing effectiveness

6 Top Tips to Online Success for your Business

In today’s business environment your company is unlikely to thrive if you don’t embrace online. Even those businesses where a physical premise is pretty vital such as cafes, hairdressers and restaurants, having an online presence is crucial for engaging with customers and prospective customers regularly, sharing any changes to the business or to sharing details of latest products, services and initiatives.

Here we bring you 6 top tips to support your online success:


1. Your website

The most important part of your website is user experience (UX). Consider how fast your website loads, you are likely to lose visitors quickly if pages take too long to load; Does your website look good? Grammatical errors, poor quality images or errors on your website can have a huge impact on how you are viewed by your website users; How easy is your site to navigate? Do you have a search function, are contact details displayed clearly, do visitors get a good idea of who you are and what you do from your website? Strong website navigation and design are a worthwhile investment to ensure online success. A basic understanding of SEO (Search Engine Optimisation) is useful in understanding how best to display images and text so that it can be indexed by search engines.


2. Target Audience

Having a well-defined target market will allow your marketing budget to go further, will drive improved click-through rates (CTR) and will result in a more engaged audience and result in higher conversions. If you don’t understand who you are targeting a lot of time and resource can go to waste. Consider creating marketing personas and looking at who your most engaged customers are to establish where you should target your services and/or products.


3. Cater to mobile users

Although it differs from industry to industry, a large portion of your target audience are likely to be accessing your brand via their mobile phone. They are likely to be viewing your email marketing communications, viewing your website and accessing your social media via their phone so ensure this is factored into to your strategy. Ensure your website is user friendly to mobile users, ensure that your marketing emails display well on mobile devices and ensure any other materials such as whitepapers, newsletters and other documents your customers receive are optimised for mobile use. When creating or updating your website, it is wise to spend some time on your phone navigating through, so you get a good feel for how the website looks and feels to mobile users.


4. Social Media

Firstly, establish which social media platforms are appropriate for your business and be open to the fact that this is likely to change over time. LinkedIn is often considered the most important platform for B2B businesses, whereas Facebook and Instagram are a must for many B2C businesses. It is important to factor some time and resource to dedicate to these platforms and be realistic as to the amount of time available for this task. Social media pages should be branded, updated and refreshed regularly and should contain your contact details. There is nothing worse than landing on a companies Facebook page which has an incorrect telephone number, a website that doesn’t work or has had no new content for two years! Consider a social media management platform like Hootsuite to make your life a little easier here, there are plenty to choose from, Hootsuite being one of the most widely known.


5. Build trust with your customers

Trust is everything! In a sceptical online world, building trust isn’t always easy. Think of trust as a conversion agent! If your prospective customers don’t trust you, they are unlikely to become a paying and loyal customer. Ensure that everyone within your business is helpful, professional and offers a great customer service at all times, ensure your website does not have broken links, is secure and gives a good impression of your business, your goals and what it is you do so well. Don’t underestimate the power of third-party endorsement, Google reviews, case studies and testimonials are all very valuable tools, use them to demonstrate what makes your business great.


6. Get to know your competition

Understanding who your competitors are is important. If your competitors are offering a similar service but at a cheaper price you need to know about this. If this is the case, why? Are you offering more for the spend, a better service or something extra? What products or services are they offering? Perhaps they are offering something which could be a good bolt-on for your business. Who are their suppliers? You may be able to find a more cost-effective provider to work with.

It is worth also keeping in mind that things change very quickly in the online world so be open to change, whether it be changes in how various social media platforms work, a change in regulation which could dramatically change how you communicate with your customers or a change in Google algorithms meaning you may have to make changes to your website(s) to keep up. Working with third party consultancies can prove useful to support you in your online journey. But don’t be afraid of the online world, it can create great value for a business and create access to a new breadth of customers.

Do Mothers make better business leaders

Why Mothers Make Strong Business Leaders

Having strong and decisive leadership is intrinsic to an organisation’s success and development. Being an effective leader requires an individual with qualities such as effective communication, resilience, vision and empathy; traits which are also frequently attributed to mothers.

There is a reason why woman-owned businesses experienced a revenue growth rate of 21%, from 2014 – 2019, in comparison to all other firms whose revenue was 20%, according to a report conducted by American Express[1] . A good mother makes a great leader.

For many, turning to a mother in times of crisis is natural, our mothers tend to know the right thing to say to make things appear better. Mothers are organised and prioritise the wellbeing of the family above all else. When these virtues are applied to a business, you get leaders who can make tough decisions in times of crisis. This is best exemplified by the leadership in AI Global Media; an enterprise founded by three mothers, who recently made the decision to mobilise their workforce, enabling them to work from home, two weeks prior to the UK government’s official request for this action to be undertaken.

It wasn’t just the success of businesses which concerned the directors, rather the wellbeing of their workforce was forefront in their minds as they determined their course of action. Consequently, the AI Global Media staff’s confidence that their employers care for them, allowed them to accept news of reductions to their working hours, when recent developments made such an action necessary to ensure the longevity of the business.

Balancing work and home life is difficult for any care giver, as Kathryn Hall, one of the three female founders and current mother and director, alongside Jane Henderson (mother & director) and Tony Garner (father & director), at AI Global Media identified, ‘I’m not sure how I feel about the term ‘Momtrepreneur’, it’s certainly not a term I would use in a verbal conversation! I do however recognise that there are many mothers who are also business owners and business leaders, juggling their two lives and doing a great job! I do believe that my time as a mother has had a really positive impact on my work and my role as a business leader.  I run a media business based in Staffordshire with my two business partners and can honestly say that I view the business very differently as a mother.’

Kathryn Hall – AI Global Media Ltd

To prove that their maternal instincts are better for business, mothers have had to work harder than most to overcome the misconceptions that mothers are likely to prioritise their own family before work. Kathryn reflected further with regards to her own experiences as a business leader and a mother: ‘I often feel that I have 4 children and that the business, AI Global Media is one of those. As a mother I have new empathy for those around me, I look for traits in recruits that I perhaps wouldn’t have done previously, such as objectivity, patience and the confidence to challenge others. I thrive when those around me have achieved great things and I truly want to support and nurture all those who report to me. I believe being a mother has made me a better business leader.’

According to the non-profit group, Catalyst, women in the UK are clearly positioning themselves to become the leaders of the future. With 55.5% of bachelor’s degrees and 59% of Master’s degrees being earned by women in 2016; in addition to women accounting for over half of the student enrolment in higher education (57%) in the 2017-2018 academic year, these women are picking up the trail left for them by the 23.7% of women currently working as business leaders in the UK.



The Midlands Better Business Expo is now supporting the local football community!

The Midlands Better Business Expo is now supporting the local football community!

As part of Inicio Media – a sister company to AI Global Media – the Midlands Better Business Expo encourages better practices across the region. As part of this endeavour, the expo is now sponsoring local football team, Hednesford Town FC Jets.

Part of the Walsall Junior Youth League, the Hednesford Town FC Jets play two matches a week in the Under 9s A league. As part of the sponsorship, Inicio Media has gifted jackets to the team with the 2020 Midlands Better Business Logo printed on the back.

The Midlands Better Business Expo is the pinnacle event for small and medium sized businesses from across the wider Midlands region. The expo was launched to bring start-ups and SMES together to help generate networking opportunities, create introductions to new suppliers and give attendees the tools and information they need to make their business more profitable and achieve growth.

We are looking forward to watching some of the upcoming fixtures and cheering on the Hednesford Town FC Jets. Hopefully this season will be their best yet and the new jackets will bring some good luck!

The Midlands Better Business Expo is now supporting the local football community!