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3 Last-Minute Marketing Tips to Get You Ready for the Holidays

Posted by Liz Papagni in Marketing Strategy | 0 comments

holiday marketing tips Oh, my goodness! Thanksgiving is next week, which means Black Friday is, too. How did 2017 go by so quickly? If you’re looking forward to a busy holiday season, then you’ve probably been planning your marketing efforts for a while now. There may be a few things you’ve forgotten, though. That’s why we pulled together this list of last-minute marketing tips so you can be sure you’ve covered all your bases before the shopping season officially begins.

Focus on Your Customer

The holiday season brings with it anxiety about the sales numbers you’ll hit. This might prompt you to create marketing materials that go for the hard sales push, but that’s not going to win you any new buyers. Your focus should instead be on the buyer. What are his needs this holiday season? What are the pain points? Keep in mind that buyers at this time of year are often shopping outside their comfort zones. Grandparents are searching for items their teenaged grandchildren would like. Husbands and boyfriends are roaming the aisles and searching ecommerce sites for something special for their significant others. They’ll have questions, and it’s your job to answer those questions. Take a look at your website, your social media posts, and your blogs. Are they focused on the customer or on your bottom line? Take some time to fix it up quickly. You still have some time.

Segment Those Buyers

During this time of year, you probably have several different email campaigns ready to fly at the touch of a button. Are you sending every one of those emails to every one of your contacts? If so, you’re cruising for some holiday burnout. Nothing slows your sales like a mass unsubscribe. Instead, take the time to segment your buyers according to their personas so they receive emails that seem personalized to their wants and pain points. Baby Boomers don’t want to open emails that have obviously targeted Millennials, and Millennials won’t be moved by marketing geared toward older crowds. Beyond that, you don’t want to send out marketing content to those who have recently purchased the very product you’re promoting. You can’t possibly have the time to treat each and every buyer like an old friend, but segmenting your email lists will definitely give your buyers the feeling that you know them and their needs.

Check for Mobile Responsiveness

It’s almost 2018. If you don’t have a mobile responsive website, you’re already behind the rest of the world. But mobile responsiveness goes beyond even your website, your company’s biggest marketing tool. What about those emails you just segmented? Is the email client you’re using mobile responsive, too? Nothing frustrates consumers more than opening an interesting email, only to have it jumble into an incoherent mess on their phone screen. How can they see the offer, much less buy it? Double check all of your marketing materials now—the website, your landing pages, your email messages, and yes, even your social media marketing images and videos. Test them for use on a mobile device, because 54% of emails are now opened on mobile devices, 80% of social media time is spent on a mobile device, and mobile browsing has now overtaken desktop and laptop browsing with 51.3% to 48.7%. Have you discovered that you’re not as ready for your holiday marketing campaigns as you thought? There’s still time—but only a little bit. And of course, if we can help, we’re always here for you. Give us a call!

3 Strategy-Altering Things You Can Learn from Your Metrics

Posted by Liz Papagni in Marketing Strategy | 0 comments

marketing metrics It's easy for your marketing department to get caught up in the day-to-day tasks that need to be done. Post this many Facebook updates, tweet this many times, write a blog, check the SEO, create that video, boost that ad, bid on those keywords… The list of daily activities necessary to market our businesses is long and sometimes difficult. We’re always learning—even the marketing experts!—and changing our strategy for better results. But there’s one task that never changes: checking the metrics. When you check your metrics, you’re not just determining how many people you’ve reached. There’s a wealth of information hidden within the numbers. Let’s examine what you can learn every time you check your metrics.

Content Performance

We know that content is still the best way to let people know about your business. The problem is that all the blogs, videos, and social media posts being poured onto consumers through various platforms make it hard to get seen. When something works—and works well—you want to repeat that process for a better chance at getting good results, right? If you keep track of your metrics, you’ll know which pieces of content are reaching your buyers. You can track blog and video views, determine which posts generated a lot of attention, and how long customers spent consuming your content. This help you to avoid spinning your wheels on content that simply doesn’t perform.

Perfecting the Platform

You might spend all your time or marketing budget on posting your content to every possible medium available, from your website and landing pages to every social media platform there is. Now, if you found out that none of your visitors have ever visited your Instagram account or found you through a Pinterest post, would you keep spending your hard-earned dollars on distributing there? Well, that’s exactly what your metrics can tell you. With one glance, you’ll know if Facebook is the best place to boost your posts or if LinkedIn drives more traffic your way. You’ll know if your blog posts are generating traffic or if landing pages get the most attention from Google during searches. Wouldn’t that help you hone your strategy?

Who Your Audience Is

By this point, you should have a very good idea of who your buyers are. You may have filled out buyer persona worksheets, studied buyer responses and surveys, and even conducted focus groups. That’s all great! So, what do you do when you check your metrics and see that your products—which you’ve geared toward women aged 25-40—have also been sought by men of that same age range? While you may brand your company with your desired buyers in mind, you have to keep in mind that there may be buyers outside your selected personas that are interested, too. Your marketing can be shaped and targeted to those outside your buyer personas if only you know who that audience is. We can glean so much information from your metrics—all of this and more. If you’d like to see what your numbers can tell you, give us a call. We’ll show you all that science and math behind your marketing. marketing metrics

Why Your Videos Aren’t Getting Views

Posted by Liz Papagni in Marketing Strategy | 0 comments

videos aren't getting views It takes a lot of work to create marketing videos for your business. After you go through all the trouble (and money) needed to write, film, produce, and distribute your video, your ultimate reward is thousands of views, right? You want people to watch and share and watch again. So…what happens when your videos aren't getting views? Why wouldn’t your videos get the same amount of views as others you’ve seen go viral? There are several reasons, actually. You could be dealing with only one problem, or there could be a combination of issues. Let’s consider all the possibilities, and maybe you can narrow down the problem.

Your Video Is Too Long

There is no set “perfect” length for any marketing video, but you have to keep your audience and your distribution platform in mind. If you’re sharing on social media, then you should keep them short, sweet, and to the point. Attention spans aren’t what they used to be. Most people want to consume videos in one minute or less. On platforms like Snapchat or Instagram where you’re likely to reach younger audiences, you should keep them even shorter—less than 10 seconds at the most. Does that mean all of your videos have to be crammed into less than a minute? Of course not. Sometimes the subject matter requires that you spend more time, specifically with tutorials and how-to videos. These can live comfortably on YouTube or your website and take as long as you need them to. Besides, you don’t expect these to go viral anyway, right? The rest of your content, however, should strive to get the point across quickly and efficiently.

You Targeted the Wrong Audience

We talk all the time about how important it is to understand your audience. If your videos aren't getting views or always get a lukewarm response, then you understand exactly why knowing your buyers is so important. The gimmick one company uses to get noticed may not work for your brand. As much as you want to try the next Harlem Shake or Mannequin Challenge, ask yourself if your buyers will get any value out of it. If they’re not the type to be amused by such things, then you shouldn’t spend the time and money necessary to force it.

You Don’t Make Buyers Feel Anything

Emotion is a huge driver in determining if video will go viral. Whether you make them laugh or make them cry doesn’t matter—it’s the emotion that prompts people to share. If you’re not plucking at those heartstrings—humor, sadness, fear—then you’re not going to get the job done. Sometimes you just want to share the facts, right? A fact-based video can come across as dry and even self-serving if you’re not careful. Keep those buyers in mind as you form your content. Determine which of their emotions you want those facts to tickle. Then create a video that evokes those emotions. You’ll see a huge difference immediately.

You Didn’t Optimize It

Until this point, we’ve discussed what buyers want from your videos. It is important to understand what will spur them to share, but it’s not all that’s in play. There are some technical aspects you need to consider, too. If people aren’t finding your videos, there are a few possible reasons. First, you may not have used the description to your advantage. Are the keywords present? Did you use a description that matches the content? Does that description also play to the buyer’s emotions? The same goes for your tags and the category you choose. If you haven’t bothered to designate tags and categories—or worse, you label them incorrectly—then you won’t get the additional benefit of appearing in searches. Always be sure to optimize all video, no matter where you distribute it. Otherwise, no one will even find you in order to share you. If we can help you create branded videos that your buyers will love, give us a call. We’re here to help you develop content that gets you noticed.

Creating Content That Stands Out Among the Noise

Posted by Liz Papagni in Content Marketing | 0 comments

creating content Let’s be honest: There’s so much content out there on the internet right now that it’s hard to get noticed. If you’re creating content for your brand, this can be pretty discouraging. How many times have you posted a blog or a video, only to watch with dismay as the view count slowly ticks over to one, then two, then…stops. It’s true that content has saturated the internet. There’s always room for more, but people see so much during the day that it’s hard to grab their attention anymore. Brands have to resort to doing something crazy—like sending chicken into space to cook it—in order to get attention. So, let’s address the issue. Is it time to stop creating content? Well, no. You just have to figure out how to reach your buyers through the constant noise. Thinking outside the box is a great option, but first, let’s just go back to the basics.

What Are You Selling?

Before you can stand out from the crowd, you have to know what makes you different from that crowd. What’s your Unique Value Proposition? Why would buyers want to work with you over any other similar brand? Using your UVP in your content is a great way to reach the people who need your exact expertise. Whether you provide the luxury option, the affordable option, the fun option… All that matters is that your audience knows what they’ll get if they buy from you.

Who Are Your Buyers?

Are you creating content that you hope will go viral, or are you creating content that you hope will help your buyers? If you’re only focused on the number of views you’ll get, then you aren’t thinking about the people who really do need what you’re selling. Instead of focusing on the thousands of people who might be amused for a moment by your blog or video but will never make a purchase, instead think about your target audience—the people who have pain points you could be solving with your content. Why wouldn’t you reach out to only those people instead of wasting your energy, time, and money trying to get content in front of people who aren’t your buyers?

Now, Let’s Get Crazy

Once you know your UVP and your buyer personas, then it’s okay to get a little crazy. Just make sure the crazy content you’re creating to get noticed is specifically created to get noticed by your buyers. Who knows? Maybe your buyers need to see some chicken launched into space. The whole point is, content is how you connect with your buyers. It’s how you continue to inform and educate them about your products and services. You have to have it; you just do. But you also have to make sure it’s the right content for your buyers or there’s no point in creating it. If you’re not planning your content marketing strategy with your buyers in mind, then you’re just contributing to all the noise. If you’d like to talk about how you can reach your buyers with a direct and effective content strategy, whether for your social media platforms, your blogs, thought leadership articles, or video marketing, then give us a call. We’re here to help.