Contact Info: (714) 595-0963, lpapagni@marketingiw.com
Showing posts from tagged with: marketing strategy

3 New Marketing Strategy Trends to Watch for in 2018

Posted by Liz Papagni in Marketing Strategy | 0 comments

marketing strategy trends We’re roaring toward 2018, and as the days change, so do several of the marketing trends we’ve used in 2017. Many of the strategies you’ve used in the past aren’t going anywhere. Content, for instance, will always be important to help you educate and delight your buyers. Other activities, however, are already changing at a blistering pace. Are you ready for the New Year?

Influencer Marketing

Gone are the days of working with celebrity influencers to boost your brand. Not only have buyers gotten savvy enough to realize that these celebrities probably don’t use any of the products they’re shilling, but also the celebrities have shown they’re less than enthusiastic about the idea of advertising. Take these two recent Instagram posts from Scott Disick and Naomi Campbell: influencer marketing fail   influencer marketing fail Could they be any clearer about how unenthused they are? Instead of helping the brand’s image with their heartfelt support, they gave that brand a black eye with their horrifying copy/paste skills. This doesn't mean influencer marketing won't be a popular marketing strategy next year. In 2018, expect to see influencers that actually use the products they’re sharing with the world. That means they probably won’t be celebrities but instead micro-influencers. These are personalities that have built up a small following on social media due to their dedication to their craft. For instance, a local chef may share some of the kitchen utensil brands that he or she loves. An up-and-coming stylist could make a deal with her favorite designers to share the latest looks. The more specific the audience, the higher the engagement will be. In fact, advocates—with less than 5,000 followers—generate 26% of engagement, while those celebrities above generate only 2%.   influencer marketing statistics

A Better Mobile Experience

Smartphones are now the most popular devices for browsing the web. While 43.4% still prefer their laptops and desktops, now 51.4% prefer their phones. And you can bet that some of that majority still get frustrated when they encounter websites that haven’t be optimized for mobile devices. device popularity We’ve been talking about that for years, though. Changes to mobile optimization have either already been made, are in the works, or the company that has refused thus far will simply start to fade into obscurity. What’s new in 2018, or at least starting to really gain some traction, is voice search optimization. In 2016, more than 20% of searches were done by voice command. This year, so far, 41% of searches have been through voice command. How can you prepare for that? By ensuring that your search terms are as natural as possible. Consider how you’d ask for the information that’s on your website. Would you say “Shoes. Red. Nashville.” Or would you ask, “Where can I find red shoes in Nashville?” These are long-tail keywords and actually perform better with Google even when typed rather than spoken. Either way, it’s a win-win.

All Hail Generation Z

Look, Millennials had their moment, but it’s over. By 2020, Generation Z will account for 40% of consumers. Marketers have realized that reaching Generation Z will bring them more bang for their buck. That’s why it’s going to be so important to stay up to date on what this generation needs from their marketing content. They want transparent. They want quick and concise. They want honest. They want authentic. They want impactful. Most of all, they want something that really touches them, something that speaks to their emotions and not just to their sensibilities. Is your marketing strategy ready for 2018? Let’s get ready for our best year ever. If you need help getting some of these strategies in place so you can reach your target audience, 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.