Coronavirus support and digital marketing advice

Archive by Passion Digital

Steps B2B Businesses Must Take with their Paid Advertising During Crisis


The recent coronavirus pandemic has affected all of us, and we’re all handling these unprecedented times differently. However, there are still many B2B companies out there who are unsure how to proceed. This infographic presents some key points and insights that will help you to learn more about the next steps you can take.



If you’ve been at a loss for how to manage your paid advertising during this crisis, you’re not alone, we’re here to help. Do not hesitate to contact us. We’re looking forward to hearing from you!



Best Practice Tips for Remote Management


Despite having over a decade of experience in digital marketing, our Head of Digital Owen has had to face new challenges during the coronavirus lockdown period. Here are a few of the insights he has gained into managing a team – and a business – completely remotely.


It’s been almost 2 months since Passion Digital moved to remote working and whilst it has been quite nice at times not having the commute, or setting up shop in the garden on a sunny day, the reality is that this has been a tough adjustment for everybody in the business.


Our Marketing Manager Kat wrote a fantastic and inspiring article about how to stay healthy and sane during a lockdown and I wanted to follow up with a few little bits that I have adopted around effective remote management. These have helped me along the way but if I am honest have only worked because I am lucky to have the support of a resilient, pragmatic, compassionate and dedicated team!


Regular Check-Ins

One thing that became very apparent was how important those little 30-second chats over the desk or in the kitchen are to day-to-the-day workflow. That natural interaction is not easily replicated virtually, and no-one wants more emails!



Making a conscious effort to increase the frequency of team catch ups – or, in my case, just dialling into the ones that were already happening – has been the most effective way I have found to stay in the loop. As sighted human beings we communicate so much physically so I think it really helps to use video calls as much as possible, not talking to a blank screen.


Being More Flexible

When we went into lockdown, we were keen to impress upon the team that “all that’s changed is the location – everything is as we were in the office”. Had it been just a week or two of working from home that probably would have been the right message. But as the situation progressed and more started to change around us, the more we have had to adapt.


Things aren’t as if we were in the office: we have staff on furlough, we are having to overhaul our short-term strategies and everyone is having to pick up more new business. Trying to rigidly stick to the business-as-usual process wasn’t necessarily the right solution.



Replacing our structured, fortnightly management team meetings with more regular weekly meetings that have a more fluid agenda has helped keep the focus on the most immediate agency priorities. Similarly, some departmental projects have had to be deprioritised and managers have had to step in to more of the BAU account management – not ideal, of course, but as a manager it’s important to acknowledge that and make those decisions to reprioritise consciously.


Being Respectful of People’s Time

Not everyone is able to keep normal office hours; childcare, home-schooling or trying to maintain a healthy work-life balance has meant that everyone is working slightly different hours. Again, it has been important to acknowledge that and to be respectful of individual situations.



Things like adjusting meeting times, booking time in to catch up in advance or just not asking to do long calls at 4.30pm are just a couple of examples of the little adjustments that we have made as managers to adapt to the new norm.


Being Transparent

We have increased the frequency of our management meetings, all agency meetings and individual 121s. We need to be communicating honestly and transparently about furlough, client status, business projections, etc.



It can be tough at times as we don’t always have all the answers, and when I reflect back in months to come I know there will be things I would have done differently. For me it’s about trying to put yourself in the position of others, being conscious of their concerns and endeavouring to communicate honestly and transparently.


Being Positive and Giving Feedback

Lastly, It’s very easy to get wrapped up in your own day but it’s so important to acknowledge the hard work and long hours the team are doing in such challenging circumstances. We need to support each other and I think even something small like receiving Kudos from a colleague makes a big difference to my day!



We are two months in and it looks like we are now on the road back to normality. As much as I am looking forward to getting back into the office with the team I think some of these little changes in behaviour are still very applicable and I will be making a conscious effort to adopt them as the norm.



How to Do a Successful Social Media Audit


It’s 2020 – we don’t need to tell you that having a social media presence is a necessity for just about every business. However, just creating a Twitter account and posting regularly doesn’t guarantee success – you’ve got to have a strategy and, most importantly of all, that strategy must be performing well.


But how are you meant to know that? The answer is simple: by conducting social media audits regularly. If you’ve never done one before, don’t be discouraged. Here’s all you need to know to do your first successful social media audit.


How to Perform a Social Media Audit

A social media audit sounds a lot more intimidating than it actually is. Simply put, it involves checking to see how your social media channels are performing. You’ll be able to learn if you’re meeting your goals, staying relevant to your audience and remaining on brand by collecting and analysing data such as your audience demographics.


Our Social Media Audit Checklist

Ready to begin? These are the seven steps you need to put on your social media audit checklist.

1) Track your social media accounts

To do this, you must first create your own social media audit spreadsheet via Excel or Google Docs or find a social media audit template online. You can easily find premade ones with a simple Google search or you can use our template. Whether you are making your own or searching for a template, make sure it includes a space for the following information for each social account:


  • A link to the profile (e.g.
  • The handle (e.g. @passion_digital)
  • The name of the person or team who is managing this account (e.g. ‘Katy’ or ‘the paid social team’).
  • The goal of this account (such as providing customer service, promoting company culture, etc.)
  • Audience demographics
  • Engagement metrics
  • Any other metrics that you deem important
  • Any relevant notes you have about this account

Now you can begin tracking your accounts across all social media platforms. While it goes without saying you should list all the ones that you and your team use regularly, you should also make sure to round up any old profiles that may be floating around on the internet. This could include ones that were made before you came up with your current social media strategy and subsequently abandoned. You may also want to identify any networks where you don’t have a social presence yet and consider whether or not creating a profile for these platforms would be useful to your overall strategy.


You can begin this process by googling your company’s name, as well as searching each social media site directly. You can then determine whether these accounts are used by your company or were created by imposters who are not affiliated with your brand. If the latter is the case, you can contact the fake account directly to ask the owner to take it down. If they refuse, you can escalate things further by contacting the social media platform.


Make sure to add all relevant findings to your audit document.

2) Check your social media profiles are up to date

Now you’ll want to create any new social profiles you may want and make sure the ones that are already out there are up to date. Make sure you have the following:


  • A profile picture and cover image – These should incorporate your logo and brand imagery
  • Profile bio text
  • Handle – Your handle should be as uniform as possible across all channels so users can easily find you
  • Pinned posts
  • Links – You should link to your homepage, another appropriate landing page or the current campaign you are running

It goes without saying that all of this information should be on brand.


3) Find and evaluate your top performing posts

It’s useful to identify your top three performing posts on each social media site – most platforms have onsite tools that allow you to access this information – and record your findings in your audit document.


Of course, it’s important to note that you want to keep each channel’s goals in mind at this stage as this will influence what you’re looking for. Make sure you are tracking information that will help you reach your target. For example, if you’re looking to up interaction with your followers, you’ll want to keep an eye on which posts have the most likes and comments. However, if you’re trying to increase traffic to your website, you’ll want to look at website visits.


Next, move on to evaluating these posts. What do they have in common? Do they differ from your Facebook page to your Instagram account? Uncovering these patterns will help you see what content performs best on which platforms, and help you to tweak your future posts accordingly.

4) Analyse each social network’s audience

You should also make sure that you do your research on which demographics frequent which social networks. For example, users on Snapchat and Instagram tend to be on the younger side and those on LinkedIn statistically have higher income levels. We recommend this article by Sprout Social for a more in depth look at social media demographics.

Take this time to understand the demographics of your followers as well – tools such as Facebook Audience Insight will allow you to dive deeper and better understand who follows you.

5) Focus your efforts into the right social media channels

Armed with all of this information, you should now know where you need to focus your social media marketing efforts and what type of content you should be producing for your channels. Think about how each channel is performing and the demographic you are currently reaching (as well as the ones it will be easiest to reach). You can use this information to help you come up with a strategy to meet your goals, such as tailoring your content to attract followers of a certain demographic or pausing certain channels to focus your time, energy and budget on others.

6) Give ownership where ownership is due

It’s useful to make sure each of your social channels are ‘owned’ by a certain person – or people – on your team. They will be responsible for ensuring posts go live on time, the account is up to date and on brand and that, on the whole, everything is performing well; they can also be in charge of any approvals. And, when it comes to updating the strategy of this social channel, they will be able to help guide this process as they will already know the channel inside and out.

7) Lather, rinse, repeat

Make sure that you do social media audits periodically to see how any changes you’ve made or strategies you’ve implemented are performing. This will help ensure your channels are serving your business and marketing plans as best they can at all times.


Social media audits are a great way to see how your social strategies are performing. By doing them regularly, you’ll be able to tell where you are excelling, where you may be falling short and who your posts are reaching. This valuable information can then be used to better inform which direction your social media strategies take in the future, allowing you to reach the people you want to reach and meet the goals you want to meet. Happy auditing!


Good Golly, Good Gif: Use Gifs to Make Your Content Pop


There’s lots of controversy around gifs – namely, how the heck you’re supposed to pronounce the word. (If you haven’t guessed from the alliteration in the title of this blog post, we’re firm believers of the hard g – gif as in ‘gif’ not ‘jiffy’). 


Whether it’s pronounced gif or jif – we’ll leave you to fight about that in the comments – one thing is crystal clear: they’re great little inventions, and add just the right amount of pizazz to the content on your blog or social media platforms.


Here’s our handy guide for using gifs to make your content stand out from the crowd.



Gifs: Great for Social Media Marketing and Content Marketing

As we said before, gifs (which stands for graphics interchange format) are a great addition to just about any social media or content marketing campaign. Whether your brand is conversational and humorous and you’re looking to hit your target audience with some of the latest memes or you want to incorporate a subtle touch into a post on a serious topic, a gif can add interest and a unique take on your content.

Here are just a few of the benefits of using animated gifs in your content:

They’re eye-catching and easy to consume

Including gifs in your marketing campaign is a great way to capture a user’s attention for the perfect amount of time. A user may ignore a still image because it’s nothing special but choose not to watch a video because it’s too long – therefore, animated images such as gifs are the perfect middle ground, as they’ll quickly engage and interest the user without boring them. Like Goldilocks said: “they’re just right”.

You can use them as calls to action

Tired of the traditional call to action? Gifs can easily liven up this marketing strategy up as well. The eye is automatically drawn to whatever is moving on the screen, meaning that you can strategically place a gif above or below your call to action. This will make it stand out and increase the likelihood of the user reading it and taking action.


Great Gif Libraries

So you want to add gifs to your own content – but where can you find them? Here are some of our favourite websites:

If you’re feeling creative and want to make some of your own gifs, go for it. We particularly like using these sites when it comes to creating gifs:

Examples of Gif Useage

One of our clients, Teletext Holidays, uses gifs in their blog posts and it really makes their content pop. From humourous Stars Wars gifs in a post on… well… Star Wars to gifs of Disney characters in love in a post about romantic holidays to the Caribbean, these moving pictures have made their content visually engaging and attractive.


Travel brands aren’t the only ones who can use gifs to their advantage, either – DiGiorno posted this tweet to spice up their Twitter and catch the eye of hungry users.


From blog posts to Facebook posts, gifs are a great addition to your social media and onsite content.



Looking to improve your content marketing strategy? Whether you want to make your blog posts pop with gifs and fascinating content or need copy for your website’s landing pages, Passion Digital is here to help. Get in touch with us today for more information.


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