How to gain more retweets with science!

Here at Blade we feel that Twitter is one giant popularity contest and being new to the West Country area trying to build our popularity as a newcomer can be hard.

Every tweeter, whether an individual or business, is fighting to create the largest influence and gain followers, as well as a share of voice bigger than a competitors.

But recently when researching we found a scientific method for getting more retweets. Cornell University collaborated with a research scientist at Google to identify how to create socially popular tweets.

They looked at users tweeting the exact same information, worded ever so slightly differently, only a few hours apart. The assumption was made that they retweeted the same information again due to being unsatisfied with the level of engagement the first time round.

The academics found that out of 1.77m tweets studied 11,404 were virtually identical in terms of content and subject matter, the only difference being the use of words.

So to cut a long story short they suggested the following scientifically proven best practices that can help make you stand out from the crowd and gain more retweets.

1. Ask tweeters to share

Tweets containing the words ‘retweet’ and ‘RT’ gained significantly more engagement than those that didn’t, furthermore those containing ‘spread’ and ‘please’ also saw a noticeable improvement.

2. Inform your followers

Controversially longer tweets had a higher level of engagement than shorter tweets, presumably because they contained more information.

3. Mimic headlines

Tweets which took on the format of news headlines resulted in a higher level of engagement, by their nature they’re attention grabbing and informative.

4. Be emotive/have an opinion

Using words which promote an emotional response increased the number of retweets.

5. Be yourself!

Distinctive messages do attract attention, but messages that conform to expectations are usually more easily accepted and, therefore, more easily shared. It’s important to strike a balance between using general language conventions of twitter and your own personal style.

Make your website a top lead generator with our FREE mini content audit…

Is your website your businesses top lead generator?

If your website or blog aren’t generating high quality leads and no one is filling in your “contact us” form, then you are missing a trick.

Blade Creative is a marketing agency that develops content for businesses to drive lead generation and brand awareness. We know that the key to generating leads from a corporate site means focusing on creating compelling content that highlights your businesses expertise and then optimising that content so that it dominates search results.

To do this, it’s helpful to start with a content audit.

Blade Creative is offering qualifying companies a free mini content audit, which will analyse your web content to highlight gaps, opportunities and existing content that is not optimised.

We look forward to hearing from you –

How to choose a social media platform for a small business?

With so many social media platforms in the market, we wanted to offer small businesses a guide to help help you choose the right one.

Understand who your customer is…

As a small business owner, I’m sure you know who your typical customer is. You should readily be able to identify the age range, (generally speaking) income range, and gender. Yes, gender. Believe it or not, gender does have an impact on which social media channel you’ll want to consider.

Your business will not be successful on any Social Media channel if you do not have the basic demographic of who your customer is and what their buying habits typically represent. And let’s be honest, if you really don’t know who your customer is, you should probably close up shop now and find something else to do.

Once you identify your customer, you’ll want to take careful considerations and evaluate the variety of social media channels that are available. And yes, we’ll admit to you, there are a lot of them. For this discussion, it’s probably wise to focus on the big 4 – FacebookTwitterLinked-In and Google +.

Have a little fiddle…
Take the time to find out what’s happening on each of these four sites. They are all different, function differently. The only similarity between them is the ability to serve an audience in the social media universe.

Visit the social media channels of your choice. The ones you think you’ll be able to connect with your customers. Poke around, click here, click there, look at pictures, watch video, or search for your favorite brands. Pay attention to what is being posted, how things are being posted, and the online behavior of brands. The key to choosing your channel is also being able to discover through observation which channel will be the best fit for you and your business.

This is a process that will take much longer than an hour of your time. You’ll need to devote a week or two to this experiment. Take notes, make comments, post your own material and watch what happens. The key goal is to take away ideas for how you’d like your social media presence to operate.

Brainstorm a simple social strategy…
Whether you’ll be setting up your social media presence, utilizing a member of your staff, or outsourcing it to an outside firm, it’s important that you also establish a social media policy as well as the intended goals you hope to achieve. Be advised, your social media policy should not be looked upon as a concrete directive of your social media strategy. Instead, it should be viewed as a guideline to how you want to implement and utilize social media channels for the benefit of your business. Your social media strategy should be constructed in such a way which lends itself to the fluidity of your business as well as the web. This is a living, breathing document which will evolve as your business evolves.

Shoot to kill – execution is a life long commitment…
Finally, it’s time to put into place the things you’ve learned. The strategy you’ve developed and see the power that is social media. Go ahead. Don’t be nervous. Start getting social. After all, that’s why this form of marketing is classified as social media.

There is no perfect way to go about this process. But the best way to be successful is being constant and consistent. And remember, the landscape of social media is ever changing and evolving and your business needs to be ahead of those changes. An active presence will not only connect you with your customers, but also allow you the opportunity to build your business and reputation one connection at a time.

If you need help developing your social media presence, contact us

Why does it matter that mobile internet access is set to overtake fixed line during 2014?

Many companies are turning to the world of mobile apps to drive their sales and increase revenue with use of these mobile marketing campaigns. With hundreds of thousands of apps available in the Apple’s itunes store and the Google Play store, companies are wise to take advantage of this cutting edge technology and start implementing their mobile marketing campaigns.

More and more people are replacing more traditional computers, such as laptops or desktops, with mobile devices. There are so many different types of mobile devices available – smart phones, tablets, and hybrid tablet/phone combinations. Companies must target these users specifically and be a part of the mobile revolution to stay current. A traditional website is perhaps not the best way to go, as some sites are distorted on mobile devices, and in Apple’s case, Flash is not supported.

One way to capture these primarily mobile users is to have a mobile website or an app.

Many large stores and companies have apps where customers are able to buy merchandise right from the app. These companies include Target and Amazon. Many “deal of the day” type sites also have mobile apps. “Groupon” and “Living Social” for example. Lots of smaller companies have their own apps as well. Consider creating an app with a purpose, even if you don’t use it for direct sales. Getting company information and/or signing up for emails is a good way to engage a mobile user with your app.

For more information, contact us at

What are the Benefits of outsourcing your marketing?


In today’s business environment many small businesses or SMEs face the same challenge everyday… Too much to do and not enough time to fit it all in!

The marketing manager or company owner may do a fantastic job in branding and advertising the business, but does not have the time to stay up to date with modern marketing technologies and / or tactics, nor have the budget to justify another head count to do so.

We all know how important it is to drive more traffic to our websites, improve our presence on social media and track and measure our online activity to improve results and generate ROI – but how to learn, implement and manage these modern marketing tactics is often the question…

By outsourcing your marketing, it gives your business the opportunity to explore alternative marketing strategies and strengthen and develop tactics already in place. A consultant would work alongside you and your business to provide the skills, project management and expert advise needed to meet your marketing objectives and free up your time to focus on other business functions, resting safe in the knowledge that your marketing is being run to budget and schedule.

Benefits of outsourced marketing:

  • Leverage a team of marketing professionals for the price of one
  • Maximise marketing return on investment (ROI)
  • Stay up to date with the latest marketing tactics and technology
  • Improve and internal marketing and sales processes and communication
  • Have your own team of specialists available when you need them: social, search, PR, writing, blog, design and analytics
  • Pay for only what you need (PAYG)
  • Single point of contact for all your marketing
  • Free up your time to focus on running your business
  • Gain an external viewpoint on your industry

Blade Creative provides very practical and focused business growth and marketing consultancy services tailored to the specific needs of your business.

A dedicated marketing consultant would be placed by secondment into your organisation as a flexible, cost effective alternative to in-house marketing personnel, completely aligned to your business requirements.

Furthermore, your consultant will be able to keep you up to date with the new industry marketing tools available and test marketing activities within Blade’s new Marketing TestLAB – allowing you to develop and trail different marketing activities or annual campaigns to fine tune them and maximise return on investment before launching.

If you’d like to learn more about outsourced marketing, book in a free 1 hour audit withBlade Creative, who will work with your businesses key stakeholders, review documentation, look for improvements and provide a brief report detailing next steps.

H2H Marketing and What it Means for Your Brand

H2H is an emerging concept that seems to be taking the world by storm, simultaneously questioning the long-accepted differences between B2B and B2C communications.

Although at surface level the differences between the B2B and B2C buying journeys seem irreconcilable, what many marketers are beginning to acknowledge now is the shared nexus between these two spheres – namely the connection between human to human. Consider this: the power of human emotion may actually be the strongest weapon in the marketing arsenal. It doesn’t take more than a look at the onslaught of competition in a fragmented marketplace to realize the importance of slicing through the noise with a brand that is not only meaningful, but also memorable. As Beth Comstock, CMO of General Electric says, ‘good marketing is the same at the end of the day – we’re all about people. B2B does not mean boring to boring.’

When it comes to sales, studies show that ‘having consumer relevance gives B2B brands a 10% increased chance of being in a business decision-maker’s consideration set.’1 This number only stands to grow as self-guided internet research continues to exert a prodigious amount of influence on the final buying decision. In addition, a recent report by Google measured that 60% of B2B buyers go to social communities to find out what they need to know about business products.2 Whether engaging a consumer in their personal or professional space, the ultimate objective behind any communications strategy needs to be the evocation of a trusting relationship.

And so, as firms begin to turn their attention towards communities rather than companies, and educating rather than selling, we will undoubtedly see the emergence of the indomitable H2H organization – a brand whose inherent mission is to enhance the lives of their customers, and for whom the classification of their offering is nothing but a cover.

The Rural Reach Simple 7!


The challenge of rural marketing is different from that of marketing to urban consumers. Here Blade Creative outlines 7 simple considerations that an owner or marketer of a rural business should consider:

  1. Intra community influences are relatively more important than inter-community ones.
    Being geographically scattered, rural communities are relatively detached from the mainstream population. But they are significantly more close-knit, with relationships largely within the community rather than without. This makes intra community communications rather critical.
    Generating positive Word of Mouth, particularly from local sources of authority, is as critical as mass media advertising. It is therefore important for marketers to understand rural hierarchies and tap into local opinion leaders to help brand adoption and diffusion within a rural community. Winning over key opinion leaders is key to penetration in rural communities.
  2. Scarcity of media bandwidth. But abundance of attention.
    The key challenge for marketers in rural markets is reach rather than attention. Unlike urban consumers who are exposed to a proliferation of media channels but suffer from an attention deficit, the key issue in communicating to rural audiences is media access.
    Though penetration of TV is increasing (and urban targeted communication spills over to rural consumers) there are few exclusive rural channels of any significance in most markets.
    However, on the plus side, once they are reached, rural consumers are more receptive to advertising than their urban counterparts.
  3. Slow to adopt brands. Slow to give them up.
    Being relatively closed societies, rural consumers are slower to adopt new brands and categories than their urban counterparts. Generating trial becomes more difficult than gaining loyalty – whereas in the more mature urban markets retention is a bigger issue.
    Marketers therefore have to front-load their investment, and probably plan for longer lead times before their investment yields returns. However, the higher level of loyalty that can be expected (as rural consumers are slower in giving up brands once they have adopted them) helps justify the initial brand investment. Newer brands will need a lot more on-the-ground effort to convince rural consumers to try them as mass media input alone is seldom enough to get consumers to try.
  4. Expenses are year long; income is seasonal.
    A unique feature of the rural market is the seasonality of demand. Rural incomes tend to be skewed towards a couple of months in the year during tourism or agricultural seasons. Thus demand (particularly for high value items) is highly seasonal and concentrated on one or two points during the year. It is therefore important that marketers focus their marketing activities during times in which incomes peak rather than distribute them over the year, as they would do in urban markets.
  5. Information hungry; but entertainment starved.
    Rural communities have limited entertainment options, which makes it easier for marketing communications to generate higher levels of involvement by making their communications more entertaining. Packaging brand information in a very entertaining manner not only makes the communication more involving, but can also — if well designed — can improve understanding and absorption of key brand information.
  6. Higher receptivity to advertising, with lower persuasion.
    Rural consumers are more readily persuaded by marketing that touches them directly, such as personal experience, seeing others using it, or live demonstrations of the brand in action.
    It is important for mass media to be complemented by Below The Line advertising  activities aimed at real life demonstrations of the brand in action. Retailer education also plays an important role as the retailer in rural markets is not just a distribution node, but also a communication channel. With the right training and incentives retailers can help endorse the brand, educated or even demonstrate to consumers on its benefits.
  7. Commercially profitable; and socially acceptable.
    Commercial enterprises should be cautious of being seen to be too aggressive when dealing with rural consumers, or they could potentially face a backlash. Rural consumers are seen by the non-commercial world as being more gullible and therefore in need of protection. So building the rural marketing thrust around a social platform helps make it more acceptable to stakeholders. The key is to ensure the brand’s commercial agenda is aligned with a broader social one.