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 CustomerThe 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 BuyersDuring 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 ResponsivenessIt’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!
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 PerformanceWe 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 PlatformYou 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 IsBy 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.
When you publish content for your brand, your goal is to provide information to your buyers that helps them decide to buy. Also, however, you want them to share with others, right? The elusive but oh-so-lucrative viral post has been known to change everything for brands that managed to get it right. Creating a post that will go viral isn’t easy. In fact, in most cases, it’s just seems like dumb luck. There is a formula you can follow that’s guaranteed to reach people, though. That formula is the same, regardless of your target audience—only the content changes. How do you access this formula? Well, it’s easy: Understand the psychology behind shareable content and you can replicate it again and again. In other words, you just need to know why people want to share.
To Educate or EntertainThe number one reason people share content online is to inform people or to make them feel. That’s why video has really surged in popularity as marketing content. It’s easy to cover all the bases, from information all the way to emotion. It’s not just about video, though. In-depth articles that really make us not only think, but also think about others who might enjoy them—these also prompt shares. There is psychology behind this. When we discover new information that we want to share, a part of our brain actually lights up. In other words, sharing information and making others feel something is important to us, as humans. That’s why social media has absolutely changed the way we market to our buyers.
To Feel a Part of ThingsSharing content also makes your buyers feel like they’re part of something. Everyone wants to feel connected, and joining in on the latest trend—sharing your content, you hope—gives them that feeling of belonging. Content that appeals to this drive within us can range from funny to sad and everything in between. Some people want to connect with their emotions, and they’ll watch something that makes them cry again and again. Others want a good laugh in the middle of their day, so they’ll share anything that brings a chuckle. Still others like to see victory for the underdog, and they’ll share that triumph with all the underdogs in their lives. That share gives them purpose and makes them feel like a part of something.
To Feel PowerfulPeople want to feel like they know something before anyone else does. Being in the know or “fear of missing out” drives a lot of what we do, and that includes sharing posts on social media. You’ve probably seen something shared a thousand times on Facebook and thought, “Eh, no point in sharing now. Everyone’s already seen it.” And yet, when that perfect post comes along—the one that makes you think, makes you laugh, makes you feel—you pounce and share it right away. It’s science. If you want to reach your buyers, think about these things before creating your content. If you can keep these reasons for sharing in mind, you might just craft the next viral video or blog. As always, if you need help creating marketing content for your brand, we’re here for you. Just give us a call.
If you’re still using the old faithful social media platforms—Facebook, Twitter, and LinkedIn—don’t worry. These networks aren’t going anywhere. If, however, you’ve noticed a downtrend in the number of engagements you’re receiving, it may be because you haven’t kept up with the many new ways that marketers are using these tools. The future of social media marketing has arrived. You’ll get by on your old tricks, but to really reach new audiences, you have to try new things. Here are some trends you can adopt right now to see better engagement on social.