Bettys & Taylors: How a ‘Great Yorkshire Family Business’ uses digital communications

Iconic Yorkshire brand Bettys & Taylors Group recently advertised for a Digital Communications Manager as part of their drive to continue improving their online consumer engagement.

The job advert says: “As part of our brand communications team, you’ll be responsible for the development and delivery of the Taylors digital brand strategy and online content across all consumer touch-points, from websites and email to social media…We’re looking for an individual with proven experience in digital communications within a food or FMCG environment who demonstrates real consumer empathy and passion for the brand. Excellent interpersonal skills and the ability to work collaboratively both internally and externally are crucial.”

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Digital communications is all about recreating the way customers experience your brand in the ‘real world’ and translating it online. Bettys & Taylors Group’s strapline is a ‘Great Yorkshire Family Business’ and it is important that they reflect these traditional family values both in store and online, not just in the region but across the world. We work with a number of clients that either started out as or still are family businesses (including Prashad, Harry Fairclough Construction, Viking Industrial Products Ltd and Twenty Four Seven Nursing) and firmly believe that they have the greatest potential for bringing their brand story to life online, making their audiences feel like one of the family!

Over the past few years, Bettys & Taylors has put itself on the map internationally using digital communications via its blogs, Twitter accounts and Facebook pages. However, as the brand has expanded from a quintessentially ‘Yorkshire’ one to a global one, it is evident that they have kept their core values. Every effort is made to not just broadcast to but actively engage with fans and customers and each and every one is treated with the same friendly nature.

As an avid Bettys & Taylors customer and fan, I regularly like to engage with the brand both online and in their local tearooms, each time being made to feel like a valued patron of the business. It is this personal approach that makes the brand so special and so treasured by those who love it. But, as a business founded in 1919, they could easily have been guilty of not being able to authentically translate this online as they entered the digital age.

Their appointment of a Digital Communications Manager shows a real commitment to online consumer engagement and willingness to listen and react to their customers to enhance their brand presence. There are many great Yorkshire family businesses that could learn from them – if you’re one of them, get in touch with us!

 

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