Video by Influence Media
Is there ever a bad time to start a marketing company?
Matt Johnson, the director of Hull’s newest marketing agency, Different Resonance, didn’t think so.
In a turbulent couple of years, creating a company was just the logical next step after being a freelancer. The goal: Grow the business in Hull and serve clients in new and exciting ways.
This progress hasn’t gone unnoticed either. He’s recently been recognised by the local business awards, shortlisted in the young entrepreneur of the year category.
We chatted to Matt in C4DI’s new media suite about how far he’s come. It’s a story of creativity and sticking to your roots. But it’s also about the power of social media marketing.
Most people know how important social media is, but many businesses aren’t getting the most out of it. Matt gives us some pointers below.
Resonating Differently
Matt started Different Resonance in April 2021 after delivering social media marketing management and brand consultancy for 3 years as a freelancer.
The aim is to continue serving businesses with innovative campaigns and creative ideas whilst taking it to the next level. “The idea behind becoming an agency was to look towards the future. We want to grow and take on staff here in Hull.”
As for the location of this company, there was only ever one place in mind.
“I’m passionate about being from Hull, it’s been a part of my journey all the way through. I went to university in Hull, worked on the Hull 2017 project, set up freelancing here in Hull…”
When many people would have looked to other, bigger cities to take their business to the next level, he’s stayed put.
The Different Resonance Summer Quiz
Proud to be from Hull
“I’m really proud of the city. And a lot of what we’re going to be doing as Different Resonance is about promoting the city as a whole.”
There’s a sense that the creativity that came from Hull’s prestigious year as city of culture in 2017 has inspired Matt and many others.
Although the City of Culture was largely a calendar of arts events it clearly impacted the city in many other ways and inspired entrepreneurs to start up in the city, not to mention providing investment and opportunities that weren’t previously there. Hull is once again a place of innovation and potential.
The small businesses, independents, and start-ups are where a lot of the exciting stuff is happening. “I think that [local] business scene, that community of small businesses coming together, is going to take Hull to the next level. And hopefully, people outside the city will start talking about it in the same sentence as Leeds, Manchester, Newcastle in the future.”
If you’ve met Matt, you’ll know he’s full of great ideas. To promote the launch of Different Resonance he used his love for Hull to create a quiz/tour of the many interesting spots in the city. It gained some attention too.
If you’ve not had a go yet, be sure to download it here for free and give it a whirl.
Collaboration and community
According to Matt, another great thing about Hull is “the centre of the tech community”, C4DI.
Joining the Centre For Digital Innovation was a key part of growing his business.
It’s the connections C4DI makes between “Hull based businesses and big employers within the region [and beyond] and at the other end, startups from Hull and people trying to get their business off the ground”, that makes it worth being an active member.
The co-working space and it’s melting pot of talent has also helped give Matt the confidence to set up his own agency. “We’re able to draw on the talents of other people whether that’s copywriters, videographers… all these different skill sets to build a more cohesive service.”
But it’s not all work and no play. Co-working members often go out for ‘Friday beers’ (early signs of a return to this are promising after a significant hiatus during Covid).
“Sometimes that’s to talk about football [other conversation topics are available!] and sometimes it would be to tackle a business issue that somebody had. Having those people as sounding boards who are in a similar position is fantastic.”
It’s an enviable situation for any start-up or freelancer, so often left to fend for themselves in the early years.
Photo by Jack Gray
A social media first approach
For Matt the focus has always been on social media. Although the aim of Different Resonance is to provide a wider array of services to clients, he still believes in a social media first approach.
“The platforms are free to enter, free to use and obviously you can go into paid advertising on those platforms, but from a free, organic point of view, the reach on some of the platforms can be incredible.”
For small businesses, this presents an incredible opportunity if done well. Even larger businesses are taking this route. Matt points out how brands like Aldi and Innocent can make engaging content that furthers their brand identity and, in some cases, goes ‘viral’, without costing them anything in ad spend.
You might come back and say that’s all very well, but they are well known brands with an existing audience. But whilst it is true that they can reach a wider audience in less time, Matt is adamant that ‘good content is good content’, no matter who’s putting it out.
“I think what businesses need to think about on social media is not trying to hack the algorithms so much… If you’re producing genuinely good content to put on [social media] platforms first, it will do well.”
On the flipside, brands focusing on sales driven posts should think again. “Selling should be the last thing you think about. Too many brands try and sell straight away.” At the end of the day if you’re delivering good, relevant content it should lead to the right customers coming forward.
Timing also isn’t everything it’s cracked up to be. “People have posted at two o’clock in the morning and go viral, so it’s not about posting at 10:15 in the morning…”
As far as Different Resonance is concerned, he says, “we’re always thinking about how the activity we’re doing links back to social media, because of the capabilities of the platforms.”
“But it’s about working out what’s right for the clients, whether that’s videos, blogs, newsletters… and bringing that all together as one service, with social media as the delivery point.”
This killer combination of good content delivered natively on social media or distributed via social media is something that any business can harness.
Photo by Influence Media
Other benefits of social media
The marketing possibilities are not the only reason why Matt is so evangelistic about social media, however.
When asked what he likes most about social media he mentions the ‘array of views’ you can find on there, with the small caveat that “I know that’s sometimes where social media lets itself down from a non-business point of view.”
But from a business point of view? “I can go on to LinkedIn, for example, and hear from the top top CEOs of some companies and hear their advice for free and see an insight into what they’re doing.”
And who should we be following in the marketing world?
In terms of people regularly putting out great content, Matt recommends Joe Glover and The Marketing Meetup and Carrie Rose, co-founder of the rapidly growing Sheffield based agency Rise at Seven. Marketing Examples by Harry Dry is also a great resource.
LinkedIn is probably his favourite platform he says and points out that despite there being “some cringy stuff on there… the platform has kind of kept to its core in terms of being a business first social media platform. I think that’s really good because a lot of the other platforms are trying to be everything to everyone at the moment.”
And LinkedIn have certainly tried that (see LinkedIn Stories) but they have also innovated and oriented their services primarily to a business audience.
Social media is also a great tool for collaboration Matt says, and he’s benefited from connections he’s made. “When you choose correctly, the collaboration is incredible on social media.”
A day in the life of a Hull entrepreneur
So, what’s he think of self-employment? His days are flexible, often different, and most importantly in his control. It’s a thumbs up from Matt.
A typical day might look something like this: “I try to keep meetings out of the first couple hours of the day and take them just before lunch. For lunch we’ll head over to Trinity Market for some food (his favourite is curry from Tapasya, Indian street food) then get a few of the bigger tasks of the day done early in the afternoon.”
The end of the day is about “looking ahead to what I’ve got on the next day, planning where the meetings are. Maybe I need to drive across to a client the next day just thinking about what’s happening so I’m in a good headspace going forward.”
And what gets him out of bed in the morning? “My alarm clock on the 6th ring” he chimes.
It’s not all easy of course. Alongside the agency launches, awards shortlists and viral marketing campaigns there are tough days but it’s certainly a lot of fun.
The name of Matt’s new company is apt for a marketing agency that wants to help other brands flourish and indeed, resonate online.
We think the future looks bright for Matt and Different Resonance and we agree that it looks pretty bright for Hull too.
Interview by Tim Goodfellow and Influence Media