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By Jonah Malin

Business relationships are defined in the first 90 seconds. Here’s how to make every second count.

Whether interviewing for a job, meeting a client, or participating in a group event, we often overlook the value of first impressions. Instead of being thoughtful and pragmatic, a lot of people rush their introductions, ignore their physical cues, and gloss over personal details out of nerves or inexperience.

The truth is, we only have one chance for a first impression. And successful people understand just how important this opportunity is.

According to Alexander Todorov, a professor of psychology at Princeton, people trust their first impression and hold onto it for a long time: “Once we have a representation formed, it’s used as a filter. Think someone’s trustworthy right off the bat? You might tell them more. And if you write them off as a negative person, you might complain about them to coworkers.”

With that said, here are a few ways to make sure you leave a lasting first impression and are perceived by others as a positive individual.

Make Eye Contact 

When you enter a room or meet someone for the first time, try and make it your goal to remember eye color. It will help you stay engaged and present in the moment. A lot of younger working professionals have a tendency to avoid eye contact after a few seconds, which displays a sense of insecurity and immaturity.

Usually, eye contact is the very first impression you will make when being introduced. It’s an opportunity to establish yourself as a friendly, interested personality.

Project Confident Body Language 

Do you sit up straight in a chair or slouch down and gaze into the distance? Do you look to grab a seat at the table or disappear into the back of the room?

These basic somatics offer insight into who you are and how you act in a professional setting. Whether you realize it or not, physical presence helps people make snap judgments about your personality. It could be the difference between someone thinking you are curious and enthusiastic or bored and out of place.

Focus On Your Role, Not Your Title And Tenure 

The classic introduction line is, “Hello, I’m Jonah and I work on the marketing team. I have been in this role for a few months and am really excited to work with you.”

How many times have you heard some variation of that line? And guess what, everyone else has heard it or said it before too. Instead, try something along the lines of, “Hello, I’m Jonah and I work on developing the content strategy for our agency and our clients. I am a member of our marketing team.”

It’s a simple shift that still gives your audience an understanding of your title, but provides a little more depth on how you can contribute. It’s also important to remember that your tenure with an organization only matters if it positions you better. I have been with my current company for a few months, so bringing it up to new clients establishes me as green and potentially inexperienced.

Share Relevant Personal And Professional Information

Most people want to know a little more than your name and your role. When speaking for the first time to someone new, you have a chance to really grab their attention. You can add a quick background to your introduction that is relevant or try to find common ground with the person you are speaking too. While I currently live in Washington D.C., I like to bring up that I am from Chicago. This little piece of personal information either sparks further questions or connects me with someone who happens to be from the Midwest.

It doesn’t have to be anything overly revealing- just be creative and attentive as to what may resonate with the person you are speaking to.

Be Authentic 

One of the best pieces of advice I’ve received was from Sean Conlon, real estate mogul & host of CNBC’s primetime show, ‘The Deed’. In an interview, Sean told said, “Love me or hate me, you’ll remember me”. With Sean, who started his career in the U.S. as a poor Irish immigrant, first impressions meant everything. His philosophy in life is “what you see is what you get”, which speaks volumes to the personality trait that drives his success.

People can usually pick up on inauthenticity, and saying something or agreeing with someone for the sake of it could backfire. In order to make a good first impression that lasts, it’s important to be yourself.

Don’t Forget To Smile

As Ann Demarais, founder of First Impressions, a New York-based coaching and consulting company told Time Magainze, “We sort of scan the world for threats, and facial expressions are really primarily processed. On a very deep level, if someone is frowning or looks threatening, we register that as ‘Watch out.’”

Smiling is an invitation for mutual warmth and appreciation. Not only will it make you seem more approachable, but it eases the tension for everyone else while painting you in a positive light.

Final Thoughts 

Introducing yourself is at the core of networking and business relationships. Being able to professionally handle these little interactions with poise and confidence will put you a tier ahead of everyone else.

In the first 90 seconds, most people will make a quick judgment about you. Take advantage of the opportunity and establish yourself as a confident, creative, collaborative team player, or leader. It’s the best way to position yourself for a successful future.

By Jonah Malin

Sourced from LADDERS

By Kenji Farré

They sell only one product. How did they become such a powerhouse?

Though nowhere near the sales figures of Coca-Cola, Pepsi, or Starbucks, the Red Bull brand is just as iconic.

So how does a brand that only sells one product gain the same amount of recognition? What keeps them ahead of the curve? And perhaps most importantly, what are the secrets of Red Bull’s marketing success?

The Beginnings

Dietrich Mateschitz, an Austrian marketing director at a toothpaste manufacturer, first discovered energy drinks on a business trip in Bangkok. Suffering the effects of jetlag, locals directed him to a Krating Daeng, a Thai beverage claiming to boost performance and concentration. Back then, though caffeinated sodas were popular in Eastern Asia, the Western world hadn’t seen much of them.

Red Bull and Krating Daeng cans.
Red Bull and Krating Daeng. Image from 

Sensing an opportunity, Mateschitz quit his job in 1984, partnering with Krating Daeng’s manufacturer to create an energy drink for the European public.

Though it took them three years to begin selling, Red Bull has since grown into an industry powerhouse, with , making Mateschitz one of the richest men in the world.

Marketing With a Limited Budget

1. If you can’t afford to sponsor events, create your own

Like many young startups, Red Bull didn’t have the resources to advertise on TV events, radio shows, or billboard ads. Instead, they decided to create their own event: The Red Bull Flugtag. Roughly translated as flight day, the competition consists of “” to jump off a three-story deck with water as the landing site.

Red Bull event featuring a homemade airplane
Red Bull Fugtag in Lyon, France 2019. Image by Frank Olaya on 

Given the absurdity of the event, large crowds began gathering to witness the spectacle, and word quickly spread about the Red Bull brand. Since its inception in 1991, the Red Bull Flugtag has attracted huge masses, with a record-breaking .

2. Guerrilla marketing

In Red Bull’s early years, they placed empty cans in crowded public areas to create the impression that the brand was popular. Given the high pedestrian traffic, this was an ingenious way to get free advertising and gain notoriety. They could even target specific groups of people by leaving cans on college campuses, stadiums, or night clubs.

While this strategy was controversial and likely unauthorized, it was probably worth the gamble given the low-cost and high potential reward.

Sticking to Their Niche

Red Bull’s only offering is an energy drink.

Sure, they have different flavours, but that’s it. No smoothies, teas, or juices. While Pepsi and Coca-Cola have diversified into water (Aquafina and Dasani), sports drinks (Gatorade and Powerade), and even food (Pepsi only), Red Bull is sticking to what they do best.

While publicly traded companies have financial pressure from investors to expand, improve margins, or diversify, Red Bull can afford the luxury of sticking to their core product because they’re privately owned.

Selling a Story, Not a Product

Felix Baumgartner’s Space Jump

Felix Baumgartner’s Space Jump. Photo by Tom Crouch on 

Brands that successfully cultivate customer loyalty don’t merely focus on having a good product. They carefully create a narrative that goes much deeper, invoking emotion among customers. That’s brand loyalty. For Apple it was “1,000 songs in your pocket,” for Nike it’s “Just do it,” and for Red Bull, it’s “Gives you wings.”

Sponsoring events ranging from record-breaking Orbit jumps to Formula One race cars are not so much about selling drinks, but rather creating a strong brand image that is synonymous with adventure, thrill, and adrenaline.

Though the end goal is obviously to sell, creating stories is what gives Red Bull an edge over competitors, allowing them to charge a premium and maintain a loyal following.

Getting the Name Right

Red Bull was founded in 1984, but it only went to market three years later. During that time, Mateschitz worked on getting the branding just right.

When drinks with sugar and caffeine first came out, people called them beverages, soft drinks, or sodas. Pepsi came up with the “Pepsi AM” while Coke called it “Coca-Cola in the morning.” Despite their huge marketing budgets, nobody was as ingenious as Red Bull coining the term “energy drink.”

You could argue that modern-day Pepsis and Cokes aren’t intended to give you energy. But in the early 20th century, there was cocaine in Coca-Cola, which I’d imagine was more energizing than anything on the market today. Yet nobody called it an energy drink.

Top Takeaways

  • Though it’s surely easier, you don’t need large advertising budgets to get eyes on your product.
  • Have a greater cause than “growth” or “profitability.” Customers love to feel part of a larger movement.
  • Opportunities are everywhere. Though exporting is not as glamorous as outright innovation, it certainly got the job done for Mateschitz.

Red Bull’s marketing efforts have certainly been copied, but will they ever be surpassed?

Feature Image Credit:  on 

By Kenji Farré

Sourced from Better Marketing

By Tony Pec.

Many people become known within their own communities. They establish a name for themselves and build an “offline brand,” something that benefits them and helps create local opportunity, influence, leverage and longevity. They may have built a successful and well-known brand offline, but times are changing, and it is important for every business and entrepreneur to build their brand online.

In today’s world, social media has become a platform for individuals and businesses to build a national or even international brand. There are no limitations to what you are able to build because of social media’s power and scope. You can connect with individuals all around the world with the click of a button and generate more leads and sales than ever before.

Although it sounds amazing and simple at first, it is not. Taking your offline brand online is one of the most difficult things you can do because it requires true authenticity, vulnerability and consistency. Many, if not all, are very comfortable with their offline brand because those around them know who they are and their story. When bringing it online, you are starting from the beginning because you are putting yourself out there to people who may not know anything about you at all. Therefore, you are completely leaving your comfort zone and putting yourself in an uncomfortable situation.

You must present your accolades you’ve achieved offline in your online presence. You should aim to showcase all of your reviews and testimonials to present your proven track record. Building an online brand requires you to be who you are offline. There is no changing your persona for the online public because if those who follow you meet you, they will be able to tell if you are the same person or not.

Trying to change who you are is one of the biggest things that can negatively impact your brand when taking it online — so much so that it could be a death sentence for your brand. You must be you always. Your audience is going to correlate who you are to your business, and authenticity is pivotal to the success of your online brand. Your goal should be that when people from online you meet you for the first time in person, they say, “You are exactly who you are online!” This confirms you are building a strong online brand that properly depicts your offline brand.

One major component to building that successful online brand is true vulnerability. This is something that most people and businesses struggle with. They are under the impression that they need to be closed off and keep it “strictly” business. Don’t be misinformed. The way you act with those around you, the things you like, your personality and the way you dress should all be portrayed on your online social media platforms. Talk about why you’re in business. Show why your company makes a difference. Detail what makes you different.

Think deeper, not wider. When you are your true self, you will build the audience you want and connect with those individuals deeper than if you put on a fake persona just to attract who you think you want to attract. Do not try to build an online brand by putting out content and information you think others will like. Put out content and information that is authentically you and your brand.

The best way a business can build their brand online is through consistency. Just as consistency in working out and eating healthy will get you the results you want on your fitness journey, the same applies when building a brand online: Businesses that stay consistent will win. In my experience, the Instagram algorithm also favors consistency on the platform and will reward you with more reach.

When building an online brand, it is paramount to consistently show up day in and day out. Business leaders need to show as much of their day-to-day as possible so consumers can feel part of the journey and process behind the brand’s products or services. Business leaders need to consistently put out content that is educational, shows the behind the scenes, tells a story, highlights the team, recognizes the customer and engages with their audience. You can create unique content, engage, grow your reach and audience, and have a strategy, but if you’re not consistent, you won’t build a brand.

Your offline brand must be the same as your online brand. No changes — strictly you.

Feature Image Credit: GETTY

By Tony Pec

Co-Founder of Y Not You Media, helping businesses and brands grow with content, strategy and attention. Read Tony Pec’s full executive profile here.

Sourced from Forbes

By Amanda Robinson.

The more people engage with your ad and post, the more likely it is to be seen by people outside your target audience.

The following excerpt is from Ultimate Guide to Social Media Marketing by Eric Butow, Jenn Herman, Stephanie Liu, Amanda Robinson and Mike Allton, available now via Entrepreneur Press. Order from Amazon | Barnes & Noble | Apple Books.

Boosting your  Advertising efforts is an investment you might want to consider if social media marketing is a big part of your overall marketing strategy.

When you decide to advertise with Facebook, you can either create a new ad or use a status update you’ve already shared.

The ad fee structure is similar to  in that you can set a daily budget, but you don’t set a bid per click. Instead, Facebook will begin showing your ads; the more interest people show, the less per click you’ll be charged. So it’s in everyone’s best interests to create Facebook ad posts that are interesting and compelling.

In addition to driving traffic, you can use Facebook ads for  and simply pay for engagement — in other words, likes, comments and shares. The more people engage with your ad and post, the more likely it is to be seen by people outside your target audience.

Unlike  ads, which are 100 percent text, Facebook ads can be links, images or even video. You can use a single image or a carousel of images. You can even upload multiple images and let Facebook test which one resonates best with your audience.

You can also set up a remarketing pixel (a snippet of code installed on your website) so that Facebook can track users who have been to your site and allow you to “remarket” to them with an ad specifically targeting them.

Here’s how remarketing works. Once you have a Facebook pixel installed on your site and are driving targeted traffic using Google Ads (and, of course, other means), you are equipped to amplify the illusion of frequency.

With a pixel in place, you can now create Facebook ads targeting people who have visited your site, or even specific pages or posts within your site. This is referred to as retargeting or remarketing.

You’ve doubtless experienced this yourself. Spend a couple of minutes looking at cars on an automotive site, and suddenly every site you go to is displaying ads for that brand of car. Because you showed interest in a brand or product by visiting their site, advertisers smartly wish to capitalize on that interest and keep themselves top of mind.

You can now do exactly the same thing!

When your Google ads effectively capture someone as they’re searching for you or information you have published, they register as a visitor with the Facebook pixel. If Facebook recognizes them as a user and you are running a remarketing campaign that includes someone like them, you can layer brand-awareness or added-benefit advertising on Facebook or , which will potentially be seen by someone who was already demonstrating search intent and is familiar with your brand. This is extraordinarily powerful and effective.

Couple this technique with problem-solving content, and you now have a means to reach people who you know have an issue and may need help to solve it. That help might include:

  • How-to guides.
  • Answers to frequently asked questions.
  • Case studies.

Let’s say you’re a local attorney specializing in family law. You can write a series of blog posts that answer common questions about divorce, child custody, estate planning and so on, and then use Google Ads to help people who are searching for those answers find your content. You can then place Facebook ads that encourage those people to call you for more information and assistance.

Or let’s imagine you own a wedding dress shop. Same scenario: Create content that answers common questions brides have about their special day, use Google Ads to drive intentional traffic, and then leverage Facebook to make sure those brides know about your gorgeous dresses by placing ads showcasing your latest offerings and retargeting your website traffic.

Whatever products or services you have to offer, this technique can be implemented, tested, refined and then scaled up.

Feature Image Credit: Image credit: Kornburut Woradee | EyeEm | Getty Images

By Amanda Robinson.

Sourced from Entrepreneur Europe

Sourced from MarketPlace

Black influencers tend to be paid less than white influencers, and it has nothing to do with follower counts.

Talking about how much you’re paid can make for an awkward conversation, but Adesuwa Ajayi is asking just that of social media influencers. They can have followings of tens or hundreds of thousands and companies will pay them for promotions. Ajayi started the Influencer Pay Gap account on Instagram to highlight the fact that Black influencers are routinely paid less than white influencers, even when they have similar numbers of followers or the same reach. The account lets people share stories anonymously and learn from other people’s experiences about what a fair payment is for a particular job or endorsement.

I spoke with Ajayi, whose day job is managing influencers at the talent agency AGM. She said she’s been collecting hundreds of stories. The following is an edited transcript of our conversation.

Adesuwa Ajayi (Photo courtesy of Ajayi)

Adesuwa Ajayi: One of the most interesting ones actually was a campaign an influencer was participating in. This was a white influencer. And she was approached last-minute by a beauty brand with the expectation that she was going to replace a celebrity. She was pitched £5,000 to be paid for that campaign. She turned up, but then realized that the celebrity that apparently wasn’t going to turn up actually did turn up. So, there was no need for her to be there. And she was still paid that £5,000. Whereas a Black influencer, who actually participated in the campaign, was paid around £1,700. And it had nothing to do with their influence and following.

Jack Stewart: It is one thing in a job where people get paid a salary and you can be fairly transparent about it or at least force that transparency. But with influencers, where there’s kind of just not that overall body, there’s not a union, there’s really no way, is there, to dig in and figure out what these differences are? It really lets you hide things quite easily.

Ajayi: One hundred percent, especially as there are different parties involved. You have the brands, but you also have the agencies, and agencies are often given big budgets from brands. And there’s no level of transparency, whereby if a brand gives an agency around £10,000, who’s to say the agency doesn’t cut off £5,000 for themselves and intentionally lowball influencers? I think there are so many things at play here. There are so many people involved in different ways, and each industry, each niche, there are different behaviours that are a lot more common within certain niches than others. So it’s a bit of a mess, to a degree.

Stewart: You work at a talent agency. Is there anything you can think of that would help fix this problem? Is there a way to structure pay? Is there a way for influencers to work together or form a union?

Ajayi: I am working hand in hand with a union that has actually been set up. They are working towards opportunities for advocacy when it comes to influencers in this space and creators in general, where people feel OK to discuss the ways in which they have been treated. I think reinvigorating influencers in the sense that where they feel a lot more confident, and a lot more, almost, heard, in the grand scheme of things is really important.

Stewart: Have you heard anything from brands either talking to you personally or speaking out publicly about the inequality issue?

Ajayi: There are some Black influencers who kind of feel a way about some of the posts that have been made by certain brands. Especially brands that have a habit of picking and choosing what they like from Black culture, but completely ostracizing Black influencers from their campaigns. And I think there is constantly, right now, a conversation around seeing Black influencers and Black creators as worthy of a level of respect. It shouldn’t be anything somewhat shallow because you’re scared of any repercussions.

Stewart: What do you hope changes as a result of this page and the work that you’re doing?

Ajayi: I would really love for it to create a space whereby people feel like they can be truly honest and they feel that they’ll be heard. And not only heard, but, based upon the feedback, brands will take steps to do what they know they should do. So that’s one thing. I would also say, just the sense of community has been amazing and just seeing influencers help one another. An influencer with a million [followers] can seem so far-fetched to an influencer who has 5,000. But on the page, it sort of brings people together and gives them an understanding of what different spaces are like and the things that other people go through. And so I’d love for a kind of close-knit way of people kind of advocating for one another. It also required people to use their privilege and also use their insight to help one another. And I think that is what has been really, really amazing about the page, and I think it will only continue to get even bigger and better in that sense.

Related links: More insight from Jack Stewart

You can read some of the stories people have shared on the Influencer Pay Gap account for yourself.

Being an influencer has only recently been recognized as a real job, and for some people it can be a very lucrative one. Your Kardashians or Jenners can earn hundreds of thousands of dollars for a sponsored post or other endorsement. For others, it’s much harder to make anything approaching a living. And while people were spending more time online during the pandemic, marketing budgets dried up, meaning less money to go around. Back in May, Instagram announced some new features so that people could keep making money, like putting ads on Instagram TV and sharing the revenue, something other platforms like YouTube have been doing for years.

Instagram is feeling the pressure of competition from TikTok, another favourite among the short-form video set. Despite calls to ban it, and concerns over its possible links to the Chinese government, more than 300 million people downloaded the TikTok app in the first quarter of this year, taking the total to something around 2 billion.

Sourced from MarketPlace

By

Last week, we ran a few polls in the newsletter to learn more about how marketing goals vary between social media platforms. You may use a platform to accomplish many goals, but there is most likely one goal that you both have invested in and have consistently seen a great return on that investment.

We selected four common social media marketing goals to focus on:

  1. Brand Awareness
  2. Lead Generation & Sales
  3. Customer Service
  4. Community Engagement

Instagram and Facebook were the first two platforms we selected for the polls. Given the immense user-base of both platforms, plus the diversity of interests and communities found on each, it’s not a huge shock that brand awareness took the lead in both of these polls.

For Instagram, brand awareness took the lead with 39% of participants claiming this to be their primary goal on the platform. This could be an indicator that Instagram is a great place to launch a new brand on social and get noticed.

Social Media Today newsletter

Once again, brand awareness took the lead on Facebook with 30% of the majority vote. Next, with 26% of the vote came generation and sales. Following close after with 24% was community engagement.

Social Media Today newsletter

It’s also not a huge surprise that these two polls shared similar results with brand awareness leading and customer service coming in last. Many marketers link their Instagram and Facebook accounts, adjusting their approach slightly for each, but there is still a connection between the two.

By

Sourced from Social Media Today

Whytematter is searching for a Planner / Strategist to join the Marketing Services team for their client who are a Marketing Agency based in Belfast.

The successful candidate will work closely with the Account Managers to track what Business is coming in along with the Project Manager to see what current work is being implemented and therefore work out the timelines for future and further business.

This role would suit someone who has been working in a Marketing Agency, managing projects and understands the full Lifecyle of Marketing. This person must also be very organised and able to draw up reports as part of their role.

Typical Job Duties (not limited to only these):

Be an active player in creative concept meetings, identifying key insights to form the basis of creative ideas, facilitating the creative process within others, and generating creative ideas and campaigns stand out from other competitors within the industry Work cross-functionally within the marketing services department and approach each task with a cooperative attitude Reporting with the Project Manager regarding the progress of a task, as well as the overall performance of projects Conduct research on a client’s business, brand, industry and audience, and present their findings back to the team in a clear, succinct and beneficial way Play a lead role in overseeing the delivery of Account Based Marketing programmes Develop campaign messaging across a variety of channels, and ensure all messaging aligns with client expectations

Criteria

3+ years’ experience in a B2B strategy/planning role, agency side preferred. Has developed the marketing strategy for a variety of programmes and campaigns, and has produced tangible results because of this Can use core insights to underpin campaigns and analyse research to make strategic recommendations Can create value propositions that get to the heart of a business, crafting a message that is clear, succinct, and impactful to prospects Able to demonstrate creative thinking, and isn’t afraid to think outside the box when generating ideas for campaigns Can interview clients to gain further insights, and can brief others on the client’s expectations for a project Shows an eagerness to keep on top of market trends, marketing insights, and pays attention to thought leaders within the industry An ambitious individual looking for an opportunity to grow and excel long-term within a business

If this position is of interest to you, please hit the “APPLY” button or alternatively, phone Kirsty on 07715582743.

By Brian Schofield.

Digital marketing consultant at Market 8, specializing in search engine optimization. He is mainly focused on the SaaS industry. 

Growth-minded SaaS companies need to find strategic ways to stand out online. And while it seems like many marketers tout “the next best thing” when it comes to software-as-a-service (SaaS) marketing, I find that there are a few tactics that are routinely underrated.

It’s become all too common to see SaaS companies getting caught up in the “shiny object syndrome” of the latest growth hacks. Although some of these “hacks” can produce results, it’s important to remember the basics.

In fact, having stood the test of time, these tactics prove that it’s not always necessary to reinvent the wheel. So here are five marketing strategies that we leverage for our B2B SaaS clients at Market 8 and that I find most software companies ignore — tactics that could be the difference between being overlooked and winning over new customers.

1. Leverage searchability around competitor brand names.

With such stark competition in the SaaS space, companies need to find a way to elevate themselves above their competitors. This often means positioning your software against your competitors’ software in a way that acknowledges yours as the superior choice.

To get in front of prospects looking for your competitors, you can target your competitors’ branded keywords through Google Ads (or Bing Ads, depending on the market). Then, direct these prospects to a landing page that showcases why your solution is best.

What’s great about these landing pages is that they often attract organic traffic, especially if you’ve included comparative keywords such as “Brand A vs. Brand B” in the meta page title and header tags.

2. Fully optimize your review listings.

It might seem obvious, but this one is often overlooked.

Be sure to claim and optimize your review listings on G2, Capterra and similar directories. This means thoroughly filling out your company description, specifying the categories you do business in, and adding high-quality images and demo videos.

Next, you’ll want to make sure you have an ongoing plan in place to collect reviews, especially on the directories that your target audience is routinely browsing. Lastly, address any existing negative reviews in a tactful way to show that your brand values and listens to customer feedback.

While doing all of this will most certainly improve your brand’s reputation, it may also improve your search engine optimization (SEO) on and off the directory website.

3. Become more visible in the search engine results page (SERP). 

Schema markup is a type of code that can be placed on webpages to help search engines better understand what a page is about. This code also allows search engines to display rich snippets in the search results.

FAQ markup and AggregateRating markup are two types of structured data that our agency is seeing great results with right now, simply because the click-through rate of these listings goes through the roof. It makes sense — if users are able to get their most important questions answered right away while seeing your company’s glowing reviews, they’ll be more likely to click your listing than your competitor’s.

4. Extract more value out of existing content.

Many SaaS firms are so focused on creating new content that they forget about their existing content. To get the most out of what you already have, revisit your blogs, and optimize based on data you find in Google Analytics and Google Search Console. Update, remove or add sections of content, and add a new lead magnet to the page.

The same can be done for your important product or service pages. Add power words, modifiers on keywords and conversion-focused long-tail keywords to attract targeted users and convert that traffic into buyers. Highlight your strongest selling points, and add compelling calls to action (CTAs) to entice users to click, buy or subscribe right away.

Updating existing content improves user experience, but what it also does is provide “freshness” signals to search engines, improving your rank in search results.

5. Focus new content on customer retention, not just acquisition. 

Build your content strategy with the goal of retaining users, not just acquiring new ones.

It’s a well-known fact that retention is less expensive than acquisition, so why do many SaaS businesses focus on acquisition as a top growth strategy?

Having a retention-focused content marketing strategy could set you apart from the vast majority of your competitors. Successful SaaS firms that do this have “learning centers” on their sites, answering every question users could possibly have and addressing any confusion users might have about their products.

A great example of a company that does this incredibly well is Ahrefs. Its content acquires new customers, but it also creates product experts out of existing customers, too. These customers go on to be brand advocates who direct even more customers to the software.

Conclusion

While it may be tempting to chase the next best marketing “hack,” it’s important not to forget the fundamentals. The above B2B SaaS marketing strategies routinely generate amazing results for SaaS companies that implement them on a regular basis.

Brand positioning, reputation management and having a retention-focused content marketing strategy are all tactics you can use to increase your online visibility, even in a highly competitive industry. What is your SaaS company doing to stand out in your market?

Feature Image Credit: GETTY

By Brian Schofield

Digital marketing consultant at Market 8, specializing in search engine optimization. He is mainly focused on the SaaS industry. Read Brian Schofield’s full executive profile here.

Sourced from Forbes

By 

Does marketing have the power to change the world? The year 2020 has forced us all to redress the net result of the industrial revolution, which spurred mass consumption and throw-away consumerism. So, can our industry – with the abundance of talent, skill and creativity- champion for a better future for all?

The Drum and Facebook have partnered to bring together teams from brands and agencies across the globe to provide some answers to this very challenging question. The idea is to get together experts from the industry to find solutions to business and societal challenges to help create value for the people and the communities it impacts.

The creative brief

Uniting three markets under the theme of ‘stakeholder capitalism’ – with attention to inclusion and diversity – three separate teams in North America, EMEA and APAC were put together to answer the brief that involves a rethink of how small-to-medium size enterprises (SMEs) that are run by minorities operate, and how as an industry we can help create more resilient businesses especially in these unprecedented times.

Each of the three regions were given three separate briefs – The US (North America) team’s brief is to focus on women run SMEs. So how to overcome systemic social and financial challenges while starting and sustaining female-led businesses? Do they need to approach entrepreneurship differently?

For the London, UK (EMEA) team the theme was immigrant-led small business. Are immigrant-owned businesses the untapped potential? What are the challenges and opportunities of migrant founders and their businesses?

The theme for the APAC team is silver start-ups. A growing number of over-65s are now delaying retirement by starting their own firm, fueling a ‘grey business’ boom. What are their challenges, can we identify the most pertinent ones and solve those problems?

The first meet-up

Each of the teams kicked off their first virtual brainstorm session to find a campaign solution that would positively impact the lives of minority groups operating in the SME market. Each of the teams were also given mentors to help guide through the process.

Following is the list of the three teams:

Team US

  • Tom Spaven, brand director, Bombay Sapphire, North America (mentor)
  • Stephanie Walker, innovation marketing manager, Pepsico
  • Cassie Begalle, strategy and innovation brand Manager – U by Kotex, Kimberly-Clark
  • Iyanni Callender, junior art director, Strawberry Frog
  • Paola Ortega, associate strategy director, DDB Chicago
  • Michael Rodriguez, content strategist, 3 Leches Creative

Team UK

  • Arjoon Bose, marketing head- culture & brand experience (Europe-Australasia), General Mills (mentor)
  • Andre Campbell, partnerships lead, Mercedes-Benz
  • Fatima Diez, head of marketing, MunchFit
  • Shannie Mears, co-founder & talent chief, The Elephant Room
  • Jade Nodinot, former creative associate, BlackBook London
  • Emma Luxton, former senior account executive, Avantgarde London

Team APAC

  • Erica Kerner, SVP, marketing strategy & partnerships, ONE Championship (mentor)
  • Triveni Rajagopal, global digital director, skin cleansing and BPC, Unilever
  • Chandini Malla, senior manager, Diageo
  • Bryan Martin, social media executive, Reprise Digital
  • Adrianne Pan, planner, Havas Singapore

Team US: A fact-finding mission

Gender equality is at risk of being set back decades in the current climate – not just minorities in general, but especially women in it. In the US, the focus is on women-owned SMEs, looking at how female-led businesses can overcome systemic social and financial challenges, as well as addressing the different approaches that this cohort might have to entrepreneurship in order to succeed.

One such challenge was posed by keynote speaker Victoria Monsul Singolda, owner and creative director of Iris & Virgil, who discussed that though it might be true that for women-led businesses, their vulnerabilities as women and as small business owners are compounded, there needs to be a gender-smart approach because not all women-led businesses are the same.

“I never really thought of myself as a female business owner, I’m just a business owner. Maybe because my mother was very dominant in the household, she was a student, she was a business owner, she was a mum, we always saw her, we were always together. Maybe that’s why I never thought that there was something different or special being a girl.”

Headed up by mentor Tom Spaven from Bombay Sapphire, the team immediately honed into “resilience” and “impact” as the insights towards this gender-smart approach.

The team delved into discussions to align on common goals and objectives. The first step was to focus on the challenges in order to find the most creative solution – with three key take-aways that these women are lacking: Knowledge and resources to tap into; a community to help them venture into this new world; and platforms available to really share and have people learn more about.

The team then decided that the initial insight-led approach would begin with a fact-finding mission to assess the situation and the scale of the problem that the campaign needed to solve; followed by the consumer insight to understand the deep motivations and needs of the target to ultimately give the barrier they need to start to push against in order to solve the problem; and finally, culture listening around this topic – all of which would help to get a clear, sharpened brief about the real problem they are trying to solve.

Team EMEA: Move from ‘pivot to evolve’

On the other side of the Atlantic, Team EMEA, led by mentor Arjoon Bose from General Mills, tackled the untapped potential of ethnic minority and immigrant-owned founders, their challenges and opportunities.

“The last few months have been testing and I think we’ve all come up with a ton of learning. But I think we’re at that stage right now where we’re needing to move from pivot to evolve,” said Bose. “A growth mindset is what we’re going to have to need as we come out of this and prepare to get stronger and accelerate.”

After hearing from keynote speakers Sharon Jandu, director, Yorkshire Asian Business Association and director, Northern Asian Power List; and Steph Douglas, founder, Don’t Buy Her Flowers, it was clear that a heavy emphasis on networking, relationships and experiences, along with access to digital technologies, were key in bringing this community together.

“For an SME, they are so busy doing what they do that they don’t have the time or the capacity to think about what they can do – or they don’t have the networks to enable them to get the contacts to get investments or to get ideas. They are constantly running on a treadmill, trying to do and keep what they are doing alive. How can we stop them becoming so absorbed in their business that they can actually distance themselves and look at it from an aerial perspective?” asked Jandu.

The team identified the need to listen and learn directly from migrant-led business owners themselves to understand their experience, their struggles and challenges with direct feedback through focus groups and on-the-ground research. This would allow them to narrow down into one or two sectors that need the drive and support. They identified Facebook’s own small business community as a great place to start to create a questionnaire in order to gain invaluable insights to help shape their strategy.

“The opportunity that digital gives us to connect these immigrant-owned businesses with each other and provide each other with their own experience and their own knowledge can be a very valuable thing that we could leverage if it’s relevant to their challenge,” said Fatima Diez.

Team APAC: Reinventing and re-energising culture

With a growing number of over 65s now delaying retirement and fuelling a ‘grey business’ boom, the focus for Team APAC was on overcoming the challenges faced by the silver start-ups, particularly when it comes to navigating through the coronavirus pandemic.

Mentored by Erica Kerner from ONE Championship, the team was presented with a keynote talk by Jeremy Nguee, founder, Preparazzi Gourmet Catering; Batu Lesung Spice Company; who helped his mother set up Mrs. Kueh, a local sweet treat business. They touched upon some of the unique experiences and challenges of their business that they ran from home.

Hoping to learn from this experience and translate these lessons to help support silver entrepreneurs and home-based businesses through his volunteering role in the Hawkers United Facebook community, Nguee said: “I think this is going to be a very, very big market. There are a lot more home-based businesses coming up because of high unemployment in the market.”

Inspired by the talk, the team decided to focus on Singapore food culture and food service industry run by silver entrepreneurs, that has an international dimension throughout much of its history but continues to retain features firmly rooted in the locality so that the global and local are not always distinct. The team wanted to understand the different segments of businesses and the landscape in which they were working in.

“The complexities of Asia, the complexities of the segment, the types of digital, could become such a beast,” says Kerner. “My instinct is to start with the data. Starting a business now, no matter what your age is a challenge and a lot of small businesses are obviously struggling to survive. We’ve got a lot of things to think about. What aspect of this do we want to try to unbuckle?” asked Kerner. “In Singapore we are losing a lot of that Hawker culture and if we can find a way to re energise it, and bring more people back into it, it’s good for all of Singapore culture.”

The next steps

Over the upcoming weeks, the teams will continue to work on their campaign and then subsequently present the big idea for solving that problem.

The final ideas will be entered in The Drum Social Purpose Awards.

The Drum consulting editor, Sonoo Singh, said: I’m inspired to see the true power of marketing when used to promote issues that are critical to our societies, persuade a change in behaviours, and influence a positive shift in behavior that would benefit our environment. Having been involved with all the teams, I cannot wait to see the final outcome of this very challenging brief.”

By 

Sourced from The Drum

By Reena Rai.

How have brands such as Glossier and Telfar cultivated communities of brand ambassadors to build brand loyalty? Reena Rai, Pinterest’s Creator Lead explains.

Influencer marketing is one of the most innovative facets of the digital marketing mix. It has evolved at a phenomenal pace over the last decade and is expected to grow to be worth $9.7bn in 2020. The latest evolution, Ambassador Marketing, sees brands engaging customers to create content, provide reviews and suggest future product lines, all while putting the spotlight on authenticity.

The need for authenticity and relatability is reminiscent of the early days of blogging over a decade ago. The majority of bloggers started their foray into digital publishing as a passion project on Blogger or WordPress, before expanding to social media platforms such as Instagram, Pinterest and YouTube.

Marketers saw an opportunity to enhance their traditional marketing strategies by working with influencers. Engaging real people with a social following adds a layer of authenticity, while also helping to reach new audiences. One-off collaborations have led to long-term partnerships, turning influencers into ambassadors.

Super-influencer Lorna Luxe has been working with fast fashion e-tailer ‘In The Style’ since February 2019. Her first collection was the most successful launch in the brand’s history, with 5,000 units sold out in under an hour.

Paid influencer collaborations have proven to be a very successful marketing tactic, but fans and followers have become sceptical of how authentic these partnerships and influencer reviews really are. In 2018, the industry faced a further crisis in confidence after several leading influencers were caught buying followers and using bots to overinflate their engagement metrics.

This is why I believe Ambassador Marketing is a necessary evolution. Influencers undoubtedly play an important role in digital marketing, but brands can benefit from engaging grassroots fans to create a 360° approach. Consumer purchase decisions are heavily influenced by peers and relatable micro-influencers: engagement rates are much higher for micro-influencers and a recent study stated that 70% of millennials are influenced by social content from their peers.

Here are two compelling examples that illustrate the importance of engaging superfans as both a source of inspiration and to help build grassroots buzz.

Case Study: Glossier
Beauty brand Glossier is estimated to be worth a cool $1.2bn and much of the company’s success is attributable to Ambassador Marketing. Interestingly, Glossier was founded by Emily Weiss in 2014 and, before launching her brand, Emily was a blogger at ‘Into The Gloss’ which launched four years prior.

From the beginning, Glossier has placed customers at the heart of their brand strategy, with early customers engaged as brand ambassadors. Not only were customers encouraged to share social media posts with their products and signature pink bubble wrap pouches, but Glossier also relied on their brand ambassadors to share product reviews and tips.

By treating each customer as an influencer, Glossier has amassed an impressive amount of User Generated Content (UGC). This social amplification has earned the brand a huge following across their channels, with their largest audiences being on Pinterest (over 10m monthly unique views) and Instagram (2.8m followers).

Taking the concept of Ambassador Marketing a step further, Glossier also has an exclusive Slack group with 100 ‘superfans’ who are happy to provide feedback on the existing line and share ideas for new products.

Case Study: Telfar
Launched in 2005 by Telfar Clemens in New York, Telfar is one of the most exciting luxury fashion brands in the zeitgeist. Steadily building a buzz within the Brooklyn party subculture, Clemens has been collaborating with brand ambassadors since the brand’s inception.

While large fashion brands scramble to prove that they value diversity, Telfar’s founding motto is “It’s not for you, it’s for everyone”. As a black-owned luxury fashion brand which is unisex and affordable, Telfar is effortlessly inclusive. Clemens dresses friends such as Kelela and Dev Hynes, who in turn become brand ambassadors, wearing Telfar pieces and performing at the brand’s shows.

Telfar’s first handbag was a runaway success and the limited monthly drops have resulted in a cult-like following. Dubbed the “Bushwick Birkin”, the handbag is a prized possession which unofficial brand ambassadors share across social media in high-quality, editorial-esque shoots.

By engaging superfans and high-profile cool kids spanning the art, fashion and music worlds, Telfar is able to reinforce their brand values, extend their social reach, lean on their community for content creation and create a grassroots buzz.

As brands and agencies look for new opportunities to extend their digital presence and build brand loyalty, the most innovative strategy they can adopt is cultivating a community of brand ambassadors. Engaging with influencers as thought leaders in their niche only goes halfway. The most powerful advocates for any organisation are existing customers and fans. Genuine advocacy from an ecosystem of influencers and fans will help you to engage customers, build loyalty, and drive incremental brand visibility.

By Reena Rai.

CREATOR LEAD, PINTEREST

Sourced from iab.uk