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How to Increase Your Business Revenue by 10% in 6-9 months

Posted by Natasha Aidinyantz, under , on May 28, 2015, No Comments
How to Increase Your Business Revenue by 10 Percent in 6-9 months

Crazy at it may seem, there is an investment that you can make in your business today that will not only bring you an increase in business revenue of 10%, but will change the way you do business, automating 80% of the processes that were previously manual.

These aren’t magic beans I’m talking about – although it has many of the same properties as magic beans. It grows with the right nurturing, it will take your business to heights you have never seen and if you don’t use it properly a giant ogre will…wait – scratch that last point. Check out this presentation and blog to discover what marketing automation can do for your business.

Never heard of marketing automation? It’s a new technology designed and developed to make the job of the marketer much easier. It combines your CRM, email and your website so you can better control how you communicate with your audience. It allows your business to communicate with your customers from the moment they interact with your website and allows you to nurture them through sales process to a qualified lead, meaning your sales people only need to speak to a prospect who is ready to buy and your marketers have a wealth of behavioural data to better market to your audience.

It was found that marketing automation produces an increase of 451% in qualified leads. In turn, nurtured leads make 47% larger purchases than non-nurtured leads. (The Annuitas Group, Nov 2012)

Imagine that you could track a social media follower who enters your website. Through their behaviour on your website they are entered into an automated email program designed to help them better understand your product and lead them directly to a sales page. You have created all the steps necessary to build a sales funnel online and using automation technology you can guide them through every time without pressing a button. You will also get detailed reports on each campaign so that you can optimise them each time. Here’s the journey:

  • Content marketing increases your website traffic.
  • CTA’s in your blog post lead users to submit their email address for more updates.
  • Marketing automation tracks your contacts behaviour on your website and feeds them automated emails.
  • Contacts are automatically updated in the system when new information is taken.
  • Sales personnel are automatically notified when a contact is ready to purchase.
  • If no purchase is made the contact can be fed into a new campaign until they are ready.

Marketing automation and CRM

You might be thinking: ‘why do I need automation if I have a working CRM?’ Marketing automation is quite different and works with your CRM database to further understand your contacts. CRM’s like Salesforce and Sugar CRM provide a valuable tool for the sales department but they do not help the marketing department. And in today’s economy the marketing and sales teams should be working closely together.

Marketers are able to better understand how people use a company’s website, how they interact with the company online and how they build a relationship with the company. This allows them to create a community of fans that generate much higher revenue for the company.

Why is this important? Because it’s your top 5% of customers who are making 30% of your business revenues (Custora), so it’s more important than ever to make sure you know who these customers are and how they behave online.

Marketing automation and sales

Because of it’s superb ability to automate activities which were once laborious and tiresome, marketing automation has made every step of the buyer’s journey more efficient. This means deals are made faster and teams can concentrate on being more creative in their work.

Marketing automation has been proven to increase sales productivity by 14.5% and delivers a 12.2% decrease in marketing overhead. Check the report from Nucleus Research here.

Marketing automation and marketing

If you’ve been in marketing long enough, you will remember the days of print advertising. Some would call these the good ol’ days where everything was simple and the job of a marketer was to market a product or service. Today marketers have to be able to do much more. And in particular they need to attribute their spendings to their business revenue in order to work out their return on investment (or ROI).

We have been able to measure our ROI for some activity but more recently with campaigns, landing pages and multi-channel marketing – calculating your ROI has been increasingly difficult to get right. Luckily marketing automation has saved the day once again with their magic formulas.

78% of marketers cite that marketing automation systems are most responsible for improving revenue contribution. Check the report from The Lenskold and Pedowitz Groups, Nov 2013.

Marketing automation and lead generation

Marketing automation allows you to create and track landing pages straight from the tool. You can then track the success of your landing pages and improve them for better conversions.

In a study by Gartner Research it was found that marketing automation helped to increase business revenue by 10% in 6-9 months. The first stages of marketing automation adoption is quite slow and painstaking as you teach each department how to use the technology and implement processes to make it work. Soon after you are creating captivating campaigns that are building interest and growing your email database. Imagine what can be done in 1 or 2 years.

Marketing automation and lead scoring

One of the ways you will learn to implement your marketing automation technology will be to start scoring your leads. By scoring your leads you will be able to assign a score to each stage of the buyer cycle which will indicate what stage a customer is at in their journey. You can input this score into your CRM to communicate with your sales department.

The main benefit of this is that you will be able to track a sale and ensure that sales is only contacted when they are ready-to-buy.

Marketing Automation provides 50% more sales-ready leads at 33% lower cost per lead (Forrester Jan, 2014).

Marketing automation and personalisation

Your product or service may be designed for the mass market but you will never make huge sales unless you start talking to ‘segments’ of your audience more personally. For example, a mother would want to hear about the benefits of your product or service from her point of view. This has been used in sales for years but it’s only recently that we have been able to personalise our marketing with dynamic website content, email content and social media.

Your CRM and automation technology will combine to provide you with a wealth of qualitative and quantitative data about your contacts. Using this information you can create new campaigns and better tailor your previous campaigns for each kind of person you are trying to target.

Segmentation with personalised recommendations and copy drive 360% higher conversions than a generic email message with a personalised salutation. That’s a pretty big figure.

Marketing automation and revenue

And now we circle back to the most crucial point about marketing automation. For the stakeholders of your company it will be the most important point of all. Marketing automation significantly improves your customer engagement, experience, lifecycle and retention. Consequently you improve your operational costs, processes and affordability.

Companies that invest in marketing automation experience a 70% faster sales cycle and 54% improvement in quota achievement. Bulldog Solutions, March 2012. 

Where do I start?

Just like Jack in the beanstalk story had to trade something for his magic beans, in the case of marketing automation you will have to trade a few things:

  1. Money – marketing automation isn’t free and requires an investment averaging around £3,000 a month depending on the tool you wish to purchase.
  2. Change – marketing automation won’t just fit into your business, your business will have to make changes to fit around your marketing automation tool. Processes will change and for at least the first 3-6 months your business will be in ‘transition’.
  3. Time – automating 80% of your processes can’t be done with a click of a button. People will need to be trained to use the tools and take time to create campaigns and measure the results. There will also be time in developing campaign ideas and presenting results to your board.

Get help from partners.

25% of marketers are not using their marketing automation platform to it’s full potential, Forrester.

Implementing a marketing automation tool will involve a lot of time and effort that may result in loss of business if the owner isn’t doing their day to day tasks. By hiring a partner you’re still having to trade money but you won’t have to trade nearly as much time and change management into your business. As a result employees will be much happier.

An evolution for marketing

So the next step of the marketing evolution has become. Marketers will have less technical stuff to do and they will be able to concentrate on being creative and analytical (my favourite things). If marketing automation sounds like something you want in your business you should ask yourself these questions first:

  1. Is a 10% increase in profit in year 1 going to cover the investment into automation?
  2. Have I got the right people on board who are willing to learn how to use the technology and adopt it into the business or should I hire a partner?
  3. Have I got buy-in from stakeholders in the business? Does everyone in the company understand why I am doing this and what part they have to play?
  4. Is it the right time in my business to make an investment like this?

If you have weighed the facts and understood the benefits then you are ready to speak to someone about getting a free trial. Need any help? Live And Social are an Act-On partner and can help you with any queries you have about marketing automation and how you can use it to increase your business revenue. Contact us today to find out more. 

How I Raised Our Klout Score To 60

Posted by Ollie Whitfield, under , on May 26, 2015, No Comments
How I Raised Our Klout Score To 60

Klout score has caused a lot of turmoil over it’s validity in recent years. How does Klout measure influence? Does it really count? If anything Klout has been used out of context as a comparison tool and this has been why Klout is still alive and well. Suffice to say your Klout score can still be hacked. I have seen our Klout score increase steadily to 60 and beyond, here’s how I did it…


Live And Social have been customers of an awesome content curation tool called Curata for a few months now. In all seriousness, we love it. It allows us to share content quicker than ever before, share better content than before and even house that same content on our site for our readers and visitors to find. It has helped us to become more influential in our industry. Using Curata has many benefits, but one of the most amazing parts of using it is the amount of time it saves the person sharing content on social media. I use Curata to share every piece of content on our social channels everyday for just under one hour. Previously I would have to spend up to and beyond two hours to do the same sharing. I believe that Curata helps me to find the best content on the web, share it and then re share it easily. I would have to go through Feedly and use Hootsuite before which took a long time, the search parameters and categories in Curata make doing this a lot faster and efficient.

On average, I save one hour per day in time by using Curata instead of my previous method of trawling the web and my Feedly account. That’s five hours per week and twenty hours per month. I have saved all of this time and yet still achieved better results than before so in a sense, Curata has revolutionised how I work.

Twitter sharing

Through using Curata I have ramped up the volume of content I share online. As well as the content being even higher quality as well as quantity, I have started to focus the content I share more around the campaigns we are running. At the moment we are running campaigns around our Business Blogging Masterclass, so I have focused more around content marketing and blogging of late.  Content marketing is a big subject in digital marketing, which has helped us get more engagement and build our influence on social media. Our Klout score has steadily raised since I started to do this as well as use Curata more and more.

We have also carried out more content planning sessions as a team and started to write more content of our own. I share this content on our social channels, one blog in particular helped our Klout score increase. Credit to our Content and Community Manager Natasha, she wrote a great blog post to celebrate international Women’s Day and created a list of the top women social media influencers. it featured Kim Garst who noticed that she was in the post, was very pleased and shared the blog post on Twitter. She thanked us for mentioning her in the post and left a comment on our blog too. Kim’s Klout score is very, very high and after this happened our Klout score jumped 3 points straight away.

Oktopost sharing content

We have started to use a great tool called Oktopost to re share our blog content via our team and brand social media accounts.  It allows us to easily schedule and re share content so that we get the most out of what we write. not only that, we can also attach the featured image from the post to the social update to make it more visually appealing to click. Having the ability to re share our content often helps us get more site traffic and potentially more clients and business. I enjoy seeing more of our content going out on social media too, sharing other content is great but we needed to share more of our own content to get a better balance. Not only does sharing our content more often help us to get more web traffic but it helps us set our own style and tone more onto what we do on social media. I’d like to say this has helped our Klout score go up too!

Instagram posts

We have recently stepped up what we post on Instagram. In the last two weeks our Instagram followers have trebled and we now post twice per day. We use the Repost app to share somebody that we follow’s content once per day and then share one of our quote images. I have created a library of awesome quotes using WordSwag. Since then, most of our own posts get thirty likes or close to that mark which is thirty more than we used to get!

Klout contribution

When you look at the Measure tab in Klout, it’s easy to see what sources contribute most to your Klout score. It used to be nearly all Twitter, but now our Instagram has creeped up and contributes more. The post impact from Instagram is higher too due to the high level of engagement. I want to gain more followers and the average number of likes we get on our Instagram posts, hopefully then our Klout score can continue to climb even more.

Business and social media marketing success should not be measured on Klout scores alone, but I believe it gives you an indication of your industry standing and ability to share knowledge in that field. My aim is to get our Klout score to seventy and above, I promise I will write a blog post on how I did it if and when I do!

How do you measure your online influence? Do you use Klout scores as an indicator and how have you attempted to reach a higher Klout score? Tell me on Twitter @LiveAndSocial