Blog Archives
FINTECH

No-one can really avoid Fintech

Technology is reshaping the world around us with seismic changes in the way businesses interact with their customers. Trillions of dollars worth of new financial capacity will move online through the growth in disruptive new ventures over the next ten years.

Transformational tech disruption comes in many forms – blockchain, cryptocurrency, Artificial Intelligence/Machine Learning, Internet of Things (IoT) and big data (BD). All bring with them ethical and sociopolitical implications.

Speaking in London World-renowned economist Nouriel Roubini said Fintech will reach into every area of business:
“Fintech will revolutionise payment systems, credit allocation, insurance services, asset management and capital markets. And of course AI will revolutionise manufacturing (robotics and automation) as well as many services (transportation, retail, healthcare, education and even governmental services).”
Source: https://londonspeakerbureau.com/nouriel-roubini-interview-global-economy/
(http://roubinieconomics.blogspot.com/)

Vebu has been at the cutting edge of Fintech through our client focused engagement across the sector:

● Our work with Schroeders to help professionals make more informed decisions through insights from industry leading experts.
https://www.schroders.com/en/about-us/welcome-to-schroders/
● Partnering with ATOS – one of the global financial leaders in digital transformation with annual revenues of €11 billion. https://atos.net/en/
● Transformative campaigns with technology giants Dell and Microsoft.
● Supporting wealth management specialists JP Morgan Cazenove who have been trusted to plan for their clients for two centuries.
https://www.cazenovecapital.com/home/
● As well as helping innovative new start-ups such as One Place who provide project lifecycle management and software service (SAAS) companies like Hard Hat.
https://oneplace.global/

If you have a business need – please contact Vebu for a consultation and let us share our expertise.


Case Study – Building a Company Culture
Building a Company Culture

Marketing can as much an internal process as it is external. How to attract the right people? How to encourage your team to be creative and inspired? It takes more than just words.

RDT are a very progressive company. They want their team to feel free to explore and develop. We created a video to help them convey this message to new recruits.

Time for a Change

YOUR OWN CREATIVE NEWSROOM


CREATIVE BRIEF

It’s a collaborative process. We work together to create the key messages of your video campaign.

STORYBOARD

We help visualise each scene so you feel assured we are telling your story.

VIDEO PRODUCTION

We have a strong in-house team and an experienced network of film-makers who we’ve been working with for years.

DELIVERY

We always create a campaign to support the delivery of the content. No-one will watch a video just because it’s on your website.


Grow Your Network

B2B. Don’t be reliant on traditional social media channels. Grow your own network.

It’s always nice to refer to social media as “traditional.” But we now should. It’s jammed packed with jam. And let’s face it, not a lot of it is sticking.

So, what to do?

We know a couple of things about online marketing. Paid ads are expensive with little engagement and don’t really work that well in B2B. Targeted content around your own echo chamber requires a lot of work for not a lot of engagement.

Maybe the problem is we are collectively being too impatient. Many businesses require the buy in of a very small group of buyers. A successful B2B campaign may just have a target audience of 500. It’s what account based marketing is all about.

There’s another angle here as well.

People only engage in a creditable way with content that you have taken time over, that is authentic and has a genuine benefit to your audience.

So our advice to clients is stop thinking about LinkedIn, Facebook and other social media, start thinking about your own network.

Social media is just a form of delivery, what you really want to be thinking about is where your clients live. Which is why traditional PR and live events and creating content around these events could well be making a comeback. If you created a persona around your target customer, would meeting them face to face be more preferential than a constant barrage of online content?

Do they even use social media or respond to emails?

The personal introduction

We need to be creating a funnel of personal introductions. When I look at the best new customers we have started working with it’s all been a personal contact. Even with an email introduction, the personal contact hasn’t been online.

Just a thought but maybe the most beneficial way of increasing leads is to concentrate on your own immediate network and slowly grow that out rather than find yourself caught in the glare of the web.

If you want to know more about how Vebu can help you create a proven content marketing strategy around brand journalism please get in touch at matt@vebu.co.uk

We create bespoke campaigns around written content, video production and social media, whether live event reporting or online campaigns.

Matt Gardner is a former television news journalist, video director and founding partner of Vebu having created campaigns for the likes of Microsoft, Dell, Santander and American Express.


Expertise – Insight
EXPERTISE – INSIGHT

All of our projects start with research. We use the latest techniques in data science.

Social media and web browser research will give us a wealth of information concerning your business.

  • What do your customers think of you?
  • Likes and dislikes?
  • Are your competitors’ customers happy?
  • Relevant news in your marketplace
  • Who’s gaining the most searches?
  • Market share against cost of acquisition

We also rely heavily on our human journalistic skills. It’s all about algorithms.

Human insight provides the full picture

Your Own Creative Newsroom

CREATIVE BRIEF

It’s a collaborative process. We work together to create the parameters of our research

DATA SCIENCE

We can gather a wealth of information from social media and web browsing research

JOURNALISTIC INSIGHT

We’ve got the data but it needs an experienced journalist to separate the noise from a story

CONTENT CREATION

We take a newsroom approach to creating content. Creating authentic stories that will resonate with your audience takes editorial judgement


Case study – Customer Advocacy Content
Case study – Customer Advocacy Content

Over a five year period Vebu has produced over 100 customer advocacy videos for Microsoft and Dell EMC through their UK agency Metia.
Shot across most European countries with translations and subtitling to match, Vebu has literally shot in every country of the EU. During this tenure we always insisted in finding the human side to any story and finding an emotional attachment for the viewer.
Each video would be thoroughly researched, key messages highlighted and brought in on budget.

Interestingly, these campaigns were to become early examples of account-based marketing. Targeted B2B video content to a specific audience.

Time for a Change

YOUR OWN CREATIVE NEWSROOM


CREATIVE BRIEF

It’s a collaborative process. We work together to create the key messages of your video campaign.

STORYBOARD

We help visualise each scene so you feel assured we are telling your story.

VIDEO PRODUCTION

We have a strong in-house team and an experienced network of film-makers who we’ve been working with for years.

DELIVERY

We always create a campaign to support the delivery of the content. No-one will watch a video just because it’s on your website.


Case Study – Space NK
VEBU CASE STUDY – SPACE NK

Space NK wanted to provide their Christmas customers with some top tips for the coming festive season.
Vebu, in collaboration with one of the UK’s top make-up artists, Caroline Barnes, produced a series of videos that ran as a campaign leading up to Christmas.

A great example of bite-sized content delivered across social media to great effect.
Here was Space NK promoting their products but also providing very useful markup tips for their customers.
A winner for everyone in the festive season.

Time for a change

Your Own Creative Newsroom


CREATIVE BRIEF

It’s a collaborative process. We work together to create the key messages of your video campaign.

STORYBOARD

We help visualise each scene so you feel assured we are telling your story.

VIDEO PRODUCTION

We have a strong in-house team and an experienced network of film-makers who we’ve been working with for years.

DELIVERY

We always create a campaign to support the delivery of the content. No-one will watch a video just because it’s on your website.


Expertise – Social Media Strategy
EXPERTISE – SOCIAL MEDIA STRATEGY

If you are considering social media for your brand then you need to know what audience you are targeting and how best to reach them.

Three things to keep in mind from the outset:
  • Brand Aware – it should amplify and raise your brand awareness to a new level
  • Engage Your Audience – you need to engage the right target audience on the right platform to fit your strategic goals
  • Brand Advocates – your campaign should aim to build and identify new consumers who want to be associated with your brand and may eventually become new customers

Social media – what’s right for you?

  • LINKEDIN

    It’s B2B focused and great for reaching out to new clients. Its promotional campaigns can be very demographically focused. Not so great if your target audience is a consumer.

  • YOUTUBE

    People are prepared to watch longer form video because it has to be the right content. Companies who work hard at producing quality content to a targeted audience do well.

  • INSTAGRAM

    For B2B Instagram should reflect the lighter social side of your business. Instagram does well in B2C – the millennial audience who are used to viewing content on the go with still imagery and video.

  • TWITTER

    A great platform for getting your news message out there. You need to be wary of this platform though. There are many examples where small errors by big companies has cost them in reputational damage.

  • SNAPCHAT

    A closed platform where Gen Z hang out. Keep this short. Think snappy 6-second interstitials. If you can grab their attention for a full minute you get a prize.

  • TIKTOK

    Tiktok was a Gen Z hangout so you need to understand whether your brand is the right fit. If you need to raise awareness around a more serious topic then it might be worth considering just as the World Economic Forum have done.


Is Your Video Content Useful?

What type of video production content would your customers find useful?

We all know the facts; marketeers who use video grow revenue 50% faster than those that don’t. But that doesn’t really tell the whole story does it? Just producing video content will not grow revenue on it’s own. If you have a network of 20 people then who’s going to see it? If the content is wooden, unhelpful and not customer centric, then why would anyone want to watch it?

Your customer is also a fickle audience member. They want to see the right sort of content at the right time in their decision-making cycle.

Here are a couple of basic content rules.

Your video production content needs to be useful.

Ask yourself this. Will anyone want to share the content I’m producing? If not, think about why not.

Gone are the days when marketing content was all about self-promotion. You need to be a little bit more subtle. So try being useful.

Produce content that will help your customers to grow their own revenue not yours. Help them turn their own businesses around, become more profitable, provide better customer service or a nicer place to work in.

No-one will change their attitudes or perception of a situation if it doesn’t benefit themselves in some way.

Self-promotion is hated on a global scale. So be useful. Show how you can be of benefit to some-one.

If you sell lawnmowers, how about some top tips on keeping the perfect lawn. If you make heart monitors, practical advice on healthy living.

Understand how video content fits in with the buying cycle

And when I say “buying” cycle this could easily be a corporate communications campaign.

Top of the Funnel–top line messaging

The first time people come into contact with your marketing campaign they just want to hear the top-line benefits and messaging.

You need to grab them with the overview of your vision. It’s high-level content and you just want to get these people interested.

We are at the top of the funnel. It’s as much about the brand and the vision as anything else.

You could be promoting flexible working hours for staff or a new product. People want to hear the top -line messages.

Middle of the Funnel–showing interest

If they’ve shown interest at this stage then they move through to the middle of the funnel.

We now show them a bit more detail. How does this product work, or the practicalities of how flexible hours will work.

Bottom of the funnel–sign-up

By the third stage – signup – our audience has been primed. Remember, it’s at least a 3-stage process. No-one just signs on the dotted line in one fell swoop.

Think as much about delivery as the video content itself.

You’ve created a video campaign. You’ve thought through the sales funnel approach. But no-one will see this content unless you promote it through your own network or put in place a paid content strategy.

People don’t miraculously find great content hidden on your own website/Facebook page or LinkedIn just because it’s got a couple of well placed hashtags.

You have two options.
Option 1–Organic Growth

Grow your audience organically; relying on word-of-mouth sharing and you regularly post useful content to grow your audience.

This is a great way to achieve growth in your content marketing strategy. But it takes time and you have to be committed.

We recommend this approach but you have to be patient.

Option 2–a paid strategy

The second way is a paid marketing approach which performance marketeers love. There’s a lot of data out there in terms of where to place your content online and what messages your audience wants to hear.

It’s expensive though and conversion rates are genuinely around the 1% mark.

Go into a performance marketing strategy with your eyes wide open.

Either way no-one will engage with your messaging or brand if the content isn’t useful to them.

So which ever route you take. Show some value.

If you want to know more about how Vebu can help you create a proven content marketing strategy around brand journalism please get in touch at matt@vebu.co.uk

We create bespoke campaigns around written content, video production and social media, whether live event reporting or online campaigns.

Matt Gardner is a former television news journalist, video director and founding partner of Vebu having created campaigns for the likes of Microsoft, Dell, Santander and American Express.


Performance Marketing

Performance Marketing or Organic Growth?

I’ll come clean from the off. It’s probably a mixture of both, so let’s discuss the pros and cons.

The last five years has been a boom time for performance marketeers and social media agency specialists. However businesses have quickly come to realise that if you’re in a B2B marketplace then Kim Kardashian’s marketing route isn’t going to work for you.

Even in the B2B social media arena it’s an incredibly crowded place. On any social media platform from FaceBook to LinkedIn most people only see a small fraction of their feed.

Growing your brand with paid/promoted content

 An incredible amount of data about your customers can be gained using an experienced data scientist.

Data research will provide information about what customers are saying about your brand, your marketplace and your competitors.

It doesn’t take a huge effort to strike the right messaging in a paid add to address the benefits of using your product over others. There’s a downside. Everyone else is already doing this!

We have already established people don’t see much of their feed anyway and the final kicker is…conversion rates are incredibly low. However, on the plus side, in terms of brand coverage and just getting your name in people’s faces to quite a specific audience it shouldn’t be ignored.

Keep an eye on engagement. Setup monitoring. Use offers with codes to track engagement with specific landing pages.

Organic Content Growth

Growing an engaged network is a difficult sell for most agencies because it requires a client to be patient.

A paid social media campaign will throw up impressions in the tens of thousands with very little money. There will probably be little engagement but the big figures are what clients like to see.

Organic growth requires clients to get their heads around producing useful content their customers will get genuine benefit from.

Organic growth requires a content strategy across 12 months as you slowly grow your network from the 10s to the 100s to the thousands. Be in no doubt though, these organic customers will be a hundred times more loyal than your paid customers.

Account Based Marketing

Account based marketing takes this approach one step further in B2B marketing. Imagine you pin point 100 key individuals who have the power to sign big contracts with you. Then you really only need worry about content they’ll find useful.

The ABM approach allows you to zone straight in and be personable on a micro level. But then again you’ll probably only need two or three of these Uber customers to make your campaign a success.

If you want to know more about how Vebu can help you create a proven content marketing strategy around brand journalism please get in touch at matt@vebu.co.uk 

We create bespoke campaigns around written content, video production and social media, whether live event reporting or online campaigns.

Matt Gardner is a former television news journalist, video director and founding partner of Vebu having created campaigns for the likes of Microsoft, Dell, Santander and American Express.


Expertise – Crisis Comms
EXPERTISE – CRISIS COMMS

Your reputation is your most important business asset and also most potentially fragile.

Through Vebu you will have access to a high level network of industry leaders, comms strategists, media lawyers and investigative journalists to provide a broad range of support in the corporate and non profit marketplace.

Our strength is in giving our clients a calm and experienced perspective to help guide them through those periods when they need that crucial reputational support.

  • Reputational Risk Assessment
  • Data Science Research
  • Market Analysis
  • Media Training
  • Compliance Support

Vebu Crisis Comms Hotline – 0208 233 2995