Interview: Wycombe Sound’s digital and radio marketing strategy

Interview: Wycombe Sound’s digital and radio marketing strategy

Wycombe Sound co-founder Phillipa Sawyer, tells us how the station uses both digital and radio marketing. How its digital strategy has helped her small Buckinghamshire based radio station (run by a team of dedicated volunteers) has achieved a growing listenership and list of advertisers and sponsors. And within a year of getting its full licence – win the accolade of Station of the Year.

Just scroll down for the video interview and a list of questions we asked.

Why we think Pippa rocks:
Wycombe Sound 106.6 FM is the multi-award-winning radio station for High Wycombe in Buckinghamshire. Since 2013,  the team has taken Wycombe Sound from a 4-week pop-up broadcasts to a full Ofcom licence, broadcasting 24 hours per day. In 2017 it was crowned “Station of the Year” at the Community Radio Awards, as well as collecting 4 Silver and 2 Bronze Awards. You can hear Wycombe Sound on 106.6 FM, on the Radioplayer App and online at

The co-founders are Philippa, Chris Phillips, and Kieth Higgins. Along with a dedicated team of 100 volunteers (and counting) who help run the station, produce, and present shows.

About Wycombe Sound:
Wycombe Sound 106.6 FM is the multi-award-winning radio station for High Wycombe in Buckinghamshire. Since 2013,  the team has taken Wycombe Sound from a 4-week pop-up broadcasts to a full Ofcom licence, broadcasting 24 hours per day. In 2017 it was crowned “Station of the Year” at the Community Radio Awards, as well as collecting 4 Silver and 2 Bronze Awards. You can hear Wycombe Sound on 106.6 FM, on the Radioplayer App and online at

The co-founders are Philippa, Chris Phillips, and Kieth Higgins. Along with a dedicated team of 100 volunteers (and counting) who help run the station, produce, and present shows.

Achieving digital and radio marketing success: Sanzen Digital’s interview with Philippa Sawyer


Whether you have your own radio station or not, we hope you enjoy this interview and glean some valuable advice from Phillipa (because there is plenty!) –


”Goodness me! Even though we’re a radio station, digital content is vital. When we started out, nobody knew who we were… it helped us spread the word”.

What we asked Philippa (15mn long):

  1. An intro from Philippa – 07 secs
  2. What role has digital marketing played in your business? – 59 secs
  3. How much of your digital and radio marketing do you outsource? – 1:30
  4. How much of your budget is spent on social media? – 1:56
  5. What are the benefits for sponsors and advertisers for investing in radio marketing? – 2:09
  6. Why is radio still an important channel for advertisers in 2018? – 3:23
  7. What are your key social media platforms? – 4:06
  8. How important is your Wycombe Sound’s website important to the business? – 5:22
  9. How does the website engage visitors? – 8:19
  10. Do you have a dedicated resource to update and manage website content ? If so, how does this help? – 8:20
  11. How often do you monitor the performance of your social media and website? If so, how does this help your digital and radio marketing efforts? – 9:13
  12. What advice would you give to a small business that you wish you knew when you first started out? – 11:10
  13. GDPR – What has been the impact for Wycombe Sound? – 11.42

    And finally…

  14. In addition to implementing a successful  digital and radio marketing strategy, what are you most proud of with Wycombe Sound? – 13:10

Sanzen Digital helps businesses to grow and flourish on-line. If you’d like to know more about how you can use digital marketing to achieve your business goals – connect with us today.

The 10 most common Facebook terms you need to know to understand your Business page

The 10 most common Facebook terms you need to know to understand your Business page

If you are new to Facebook or if you are struggling to make sense of the terminologies used within Facebook, here is a glossary that will help you understand the jargon.


One of the main components in a Facebook page is the “Insights” section.

Facebook Insights gives you analytical data on who visits your page and how visible your posts are.

Facebook insights - Sanzend Digital


For example, you can see how many views you had on your page; the age of the people who liked your page; where they live (city, country); or even what time during the day they come to visit your business page. All these metrics are called KPIs; Key Performance Indicators.

But very often, business owners don’t even look into Insights because the terms used are often not understood. However, these are extremely valuable when checked regularly – and when they make sense too!

So here is a guide for you to refer to when you want to make sense to some key terms used  in Facebook Insights.


Facebook Glossary


Page likes:
Facebook Likes and follow buttons
Number of people who liked your page. When someone likes your page, Facebook will automatically make them follow your page too.


Page followers:


The number of people who have clicked on the ‘follow’ button on your page.  Very rarely, but it can happen that some people just ‘follow’ your page without liking it. Facebook users have the option to follow a page without hitting the like button. These types of followers will still see your posts in their news feed, but they won’t be considered a like on your page. This option was set up for people who didn’t want to befriend someone’s page on Facebook but still wanted to see their posts.


Actions on page:


Number of clicks on your action button on your page or on the contact’s info section on your page.

Actions on Facebook page - Sazen Digital


Page views:


The number of times people have come to view you page. In other words, how many people have visited your page. They have to click on your page name and see your page to be counted as a view. If they see your latest post in their news feed, it will not be counted as a page view.




The number of people who reacted to your posts, such as like, share, love, comment etc… The more reactions you have on your post, the higher the engagement. Marketers often talk to ‘page engagement’ to refer to how often people react to the content published on the page. If the engagement is low, it means that very often, people don’t like, comment, share, love etc… on the Facebook posts. The engagement is one of the most regarded data that Facebook check for your page. facebook reactions - sanzen digital



Facebook post reach - sanzen digital
The number of people who saw any of your page posts in their news feed. If you want to know if your posts was visible on Facebook, check the ‘reach’ number that shows just below the post itself on your business page. If you check this data regularly, you will start to know what post was seen by most people and what post was not visible at all. After a while, you will know what type of content you should focus on sharing in order to have a better reach.


Video minutes viewed:


Facebook video views - Sanzen DigitalTotal number of minutes your video was watch for. Views and replays that are less than 3 seconds are included. So if someone sees your video in their news feed for less than 3 seconds, it will still be included in the minutes viewed.


Video views:


Number of times your video was watched for at least 3 seconds. Any view that are are less than 3 seconds are not counted here.




People Facebook - Sanzen Digital

You might be wondering what ‘people’ is about. Well this is where you see how old is your Facebook page audience, where they live and if the split between men and women. You will also see which of them are the most engaged with your posts!



Posts are essentials on Facebook – but do you know when is the best time to post them on your page?
Facebook Insights lets you know what time of the day your audience is the most active. Click on ‘Insights’ and then on ‘Posts’ in the left menu to access this data.
If you have a peak the morning or the evening, you might want to publish your post during those times. This way, you give to your post the best change to be seen by as many people as possible – or should I say your best ‘reach‘ possible for your post!
But be aware that if your page is new (less than 6 months), you might want to wait to get enough data. When building your page audience, the best time to publish can only be accurate when your page is not new.


To find out how Sanzen Digital can inspire you and help your business grow your Facebook page engagement and reach – just drop us a line!


How to set up an effective PR campaign – 9 Step Checklist

How to set up an effective PR campaign – 9 Step Checklist

A good PR campaign will do wonders for any business because communicating with your customers and polishing your reputation increases credibility; makes a business attractive to investors and potential partners; enhances SEO; and ergo – increases revenue!

sanzen digotal how to set up an effective PR campaign

So how does PR achieve all of this?  By effectively reaching out to a company’s end users (often using a multi-channel approach) and sharing why your particular products or services will be of benefit – and what those benefits deliver to each user.

How PR can help:

  • If your competitors are fighting for attention in the ads section of a magazine, focus on getting editorial coverage with the unspoken ‘endorsement’ of that media channel.
  • If there is a recession or business is slow, being visible in print, on the TV, radio and on social media will help provide a competitive edge to survive the dip.
  • If a business needs to move up the rankings with Google – good PR will boost its credibility with multiple write-ups across key sites and channels. And so on!

saznen Digital how to set up an effective PR campaign

Philippa’s 9 step PR checklist – below

PR consultant Philippa Taylor from Grand Union PR, an agency specialising in lifestyle and wellbeing, highlights what every business needs to consider before embarking on a PR campaign. And she provides a helpful PR campaign checklist to tick off before investing valuable time and money.

Stop the press! PR is more than just a press release

 ‘’Initially when someone thinks of a PR campaign they tend to think of press releases’’ explains Philippa. ‘’And while a well written and targeted press release is a valuable part of any PR campaign; PR means much more.  There is a range of communications tools that can be used including: expert features; product launches; community events; charity support; media sampling; and  increasingly social media – especially videos.


Consequently, a traditional press release issued machine-gun style to everyone on a media database is nowadays less effective. It’s all about knowing who your target audiences are, which media they consume and what the journalists in those media channels are looking for: tailor your information accordingly and you’ve got a much higher chance of gaining traction in the media.

The first step I take when a client asks for a press release is to make sure that they have a robust story to tell and have all the supporting information and images ready so that an effective campaign which meets the company’s objectives can be put in place.”

Does your business have a story worth telling?

Philippa stresses that in an increasingly crowded market PR can certainly help you stand out to journalists and other key influencers but you need to make sure that your story is worth telling.


A good tip is to write down what you want your story to communicate (a paragraph is enough here) and then put yourself in your customers’ shoes. Ask yourself, “so what?”. If you need additional information to answer that question, rewrite the paragraph to include that information, until it couldn’t leave anyone asking themselves “so what”.

saznen digital how to set up an effective PR campaign

Another technique to use is to repeatedly ask yourself why about each point in your story.  Why A? Because B. Why B? Because C. Why C? Because D, etc.  Oddly enough, you often get to some deep truths this way and that helps to create a compelling story about your business.

Journalists will look at the bigger picture and how your company fits into this issue” she points out.  ‘’Does the business have a compelling selling point? Are you an expert in your field? Do you have something new to share (such as research) or a new innovation perhaps? Or it could be to show the human side of a business or an interesting personality.


“My job is to make sure a client has in place what they need to make the right impression with journalists the first time. This is crucial, because if you’re not delivering the story in the right way, then they simply go onto the next story in the pile.

It takes a lot of experience to create a story and being – let alone knowing who to contact and how to contact them! Small business owners can wear many hats and devoting time and energy to doing their own PR sometimes falls off their radar.


It’s more like cooking a casserole, than rustling up a stir fry

Finally, it’s important to note that PR should only be considered if a business wants to build relationships and brand reputation.

‘’ It’s more like cooking a casserole than a stir fry most of the time as you’re constantly building awareness by creating stories when a business has no ‘new news’When there is something new to say, that’s when the heat gets turned up in terms of news value for a campaign’’ says Philippa.

sanzen digital how to set up an effective PR campaign

‘’You need to commit both time and investment – but having said that – it doesn’t need to be expensive. The cost depends on what you want to do, who you want to reach and what you want these people to do or think differently as a result of your communication campaign.

When working with SMEs, I offer a PR Portal service which spreads the cost of a campaign over a number of months so that the front-loaded time/fee section of starting any campaign doesn’t impact too much on cash flow’’.

Philippa’s 9 Step PR Campaign Checklist

Before embarking on a PR campaign, it’s important to get clear on:

  1. Your objectives: why do you want PR? What do you want to achieve from it?
  2. Your story’s unique selling point: what makes you different? What is it that you want to shout about? If you do not have a USP – start developing one before you think about PR!
  3. Your Audiences: who do you want to talk to? Try to narrow it down so the message and story is targeted.
  4. Key messages: work on the main messages you want to get across.
  5. The call to action: what do you want them to think and do differently?
  6. Communication channels: outline who to contact (publications, websites, broadcast etc) based on which target audience you want to reach. And remember, the first point of call now for journalists is your website and social media channels – and if interested -they will check to see what you are saying on these platforms and how often.  Don’t put the press information out via social media before you’ve spoken to your journalists or you’ll lose all the news value!
  7. Develop a media pack: have a background info pack of who you are and what you do, that is good enough to be shared with the media. Good quality images are vital so make sure you have a current headshot and both pack and lifestyle images of your products or services in action.

So does your business have a story perfect for PR? Why not shout about it in the comments section? It’s great PR 😀

If you would like to find out how Sanzen digital can help you grow and flourish online –just drop us a line!

What is YOUR mission statement? 5 small business owners tell us theirs!

What is YOUR mission statement? 5 small business owners tell us theirs!

We’ve discovered over time, not all business owners know what a mission statement is; or have one defined; or see it as essential. And as marketers, our response to this has been – whaa!

Because *a mission statement  is a key tool that captures, in a few succinct sentences, the essence of your business’s goals and the philosophies underlying them. Equally important, it signals what your business is all about to your customers, staff, suppliers and the community.

So do YOU have a mission statement for your business? And if so, how has it evolved since you first started? This is what 5 small business owners told us…

 Mission statement #1

sanzen digita business mission statement

”My Business mission when I started was to drive tried and tested sales and marketing techniques from Global organisations that can help start-up and small companies in manageable chunks to help grow their business. 

How has it evolved? On this journey I have met some remarkable business men and women who are also experts in their field giving me an expanded portfolio of services that I now offer and manage for clients along with project work with the large corporates due to my background that can potentially open up even more doors”. Nimisha

Mission statement #2

sanzen digital mission statement

”My business’ original mission was to help people release their inner potential through expert nutrition advice. I wanted them to be as healthy as they could be; enabling them to have high performance at work or in sport.

As it has evolved I have realised the influence I can have on my clients’ work colleagues and families. By becoming healthier my clients are ‘walking the walk’, and ‘talking the talk’. They don’t need to be telling people what to do because people will ask them.  The best thing for me is when I overhear someone passing my advice on as though it was what they always did!”. Jo


Mission Statement #3

sanzen digital business mission statement

My mission originally was to help as many people as I could to see the savings and benefits of being a member of the Utility Warehouse Discount Club.

Since then and over a period of 10 years, my business has grown and evolved in so many ways. Now, I have the pleasure of spending my time helping those very members start their own part time business with The Utility Warehouse. My aim now is to work alongside new partners –using my learning and experience to help them become independently successful. I show them how to build a second stream passive income and feel financially protected for the future. Ruth



Mission Statement #4

sanzen digital business mission statement

I have and will always be completely passionate about interior design and colour and to strive to ensure that clients get the beautiful home that they want in the colours they like. So my goal has always been to create end results that are as unique and wonderful as my clients.

It hasn’t really evolved other than the way I work. For example, when I first  started the Colour Palette, twenty years ago this year, there was no internet. There is now more choice and accessibility and therefore it makes designing a lot easier in that respect; also with social media and the web you can show case your work. Beryl

Mission Statement #5

sanzen digital business mission statement

”Q: How my mission statement has evolved….?
My aim has always been to understand how to interpret, communicate, and simplify complex themes to targeted audiences.
Mission Statements…I think range from being the least important to one of the most important pieces of information in a company. At the outset, not so important – survival trumps everything else; if you can’t stay in business then you can’t influence or change anything. As your company grows though, especially when it becomes bigger than just you, then a Mission Statement is a succinct way of encapsulating how and why you do”. Matt


Bonus statement!

saznen digital business mission statement

”Sanzen  launched with the mission statement: We are passionate about providing local businesses flexible, cost-effective access to digital marketing services. 

It still holds true, but since then we’ve learnt lots and it’s evolved to: Our aim is to help and or collaborate with like-minded business owners who have a genuine and mutual aspiration to grow online and be awesome.

It’s far from perfect, but it provides us with the focus we need right now, for example, when deciding which projects to take on.” Umbreen


If you’re a business owner yourself, why not share your mission statement with us in the comment box below? We would love to know more about you!

To find out how Sanzen Digital can inspire you and help your business grow online – just drop us a line!

*definition courtesy of