We moved to an online campaign, focused on social media and using blogs and social posts to drive downloads by a business audience. Along with native LinkedIn articles and posts acting as teasers to download the full Guide, we maximised opportunities with the now virtual Bristol Life Awards. This included posts promoting nominations, tagging past winners / high profile individuals in the business community, and short videos to capture attention.
Additional LinkedIn posts maximised opportunities to share visually engaging content already created for the Guide, such as infographics and checklists. As well as tips drawn from the case studies, tagging the businesses and individual contributors to amplify content. A small number of printed copies were shared in a targeted distribution to relevant Andersons clients and prospects.
With communication limited to online, we also reviewed opportunities to build on the messaging with regional and local media. This was achieved through submitting commentary and ideas to online publications for articles on topics relevant to business owners. This included aligning personal and business goals, divorce and separation, and wills and inheritance planning. This approach secured quotes from Tony Anderson in feature articles in South West Business Insider, as well as coverage in Bristol Life Magazine.