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3 Advertising Tips for Successful Small Business Marketing in 2024

September 17, 2024 No Comments

There is an abundance of resources available to help small business marketers successfully advertise to their target audiences.

The Gist

Resourceful tools. Utilize low-cost self-service tools like AudioGo for impactful, affordable advertising across digital, social, audio and video channels.
Smart partnerships. Collaborate with like-minded businesses to exchange advertising space and pool resources, creating cost-effective marketing opportunities.
Content value. Focus on high-value owned content to educate consumers, boost organic traffic and establish brand authority without recurring costs.

How much money should a small business marketing team spend on its marketing? Convention dictates that B2B companies should put 2%-to-5% of revenue toward a marketing budget. In reality, it’s over 10% — and the ratio for B2C companies is even higher.

At those stringent rates, many small business marketing teams find themselves short on staff and cash as they try to implement marketing strategies. While it’s common for small business marketers to feel they must choose between marketing well or marketing cheaply, they don’t have to.

There is an abundance of resources available to help small business marketers successfully advertise to their target audiences based on whatever budget they are given at any given moment. Here are three advertising tips to help small business marketers affordably broadcast their goods and services across digital, social, audio and video channels.

A young boy stands in front of a cheerful lemonade stand, holding a sign that reads "SALE LEMONADE 30¢ 50¢" and a megaphone. The stand is decorated with yellow circular cutouts and a sign spelling "LEMONADE." This image captures the essence of small business marketing, showcasing a creative and budget-friendly approach to promoting a product. — There is an abundance of resources available to help small business marketers successfully advertise to their target audiences based on whatever budget they are given at any given moment.Pixel-Shot on Adobe Stock Images

3 Tips for Successful Small Business Marketing

1. Take Advantage of Low-Cost Self-Service Tools

The SaaS industry constantly creates new, improved and ever-more affordable ways to advertise across all mediums. On social media, for instance, YouTube and TikTok are trendy, free and low-cost options in the social and video worlds.

Once a business has owned content on a business site (more on that in Tip 3), it can create targeted campaigns through Google Ads, Facebook Ads and similar pay-per-click (PPC) digital advertising channels. These are some of the most popular avenues, but there are other highly effective, lower-cost strategies out there.

Consider the opportunities with audio streaming services — millions are essentially a captive audience on their daily commute. Advertising on these platforms has become more accessible through niche tools like AudioGo. This platform takes the audio advertising concept to the next level through a suite of audio ad creation tools and templates. It can push ads out to top streaming music, radio and podcast networks. With its beginner-friendly interface, users can easily create and schedule ads, target them to the right audience and launch campaigns with budgets as low as $250.

While AudioGo excels at reaching a wide variety of audiences through audio advertising, brands that host their own podcasts could benefit from podcast distribution networks like Audioboom. This platform helps pair advertisers with like-minded podcasters to reach their niche audience. Hosting a podcast costs less than $10 per month, and you could even earn some extra income by monetizing your content.

When a small marketing team has limited funds due to its size, it can still optimize how those funds are invested by looking for tools that help them reach potential or existing customers at an affordable cost. By leveraging both user-friendly creation tools and targeted advertising options, businesses can make the most of their budget in today’s advertising world.

2. Form Collaborations With Other Businesses

Advertising doesn’t always have to be a small business against the world. It’s possible to create partnerships and collaborations with similarly-positioned companies. The key here is to differentiate between competitors and collaborators.

For example, a company that delivers bounce houses may consider a party rental company a competitor. However, the two brands aren’t at odds if the latter focuses on things like tent, table and chair delivery. They’re simply serving the same customer base.

Even if two enterprises are in the same line of business, it’s important to make this distinction. A telemarketing company might consider another call center a rival. However, one might work with phone training, in general, and the other with a specific target market.

When marketers discover both local and remote companies with which their company can collaborate, they can create fresh advertising opportunities. They can exchange advertising space with their audiences and amplify their marketing efforts by pooling resources. They can also create bundles and packages that offer discounts when purchased together. The best part is that all of this can come at little-to-no cost.

3. Create High-Value Content

Finally, small business marketers should never underestimate the value of owned content. Also called owned media (especially when creating audio and visual advertisements, like those listed in Tip 1), the term refers to content a marketer fully controls.

A blog article or how-to video on a company website is owned media. Social posts and PPC advertising are not owned media. Marketers should optimize the promotional media that their company controls.

Every piece of content that a small business marketing team creates has the potential to impact its customer base. It can educate consumers, answer customer pain points and establish the brand as an industry authority. High-value content can also help a brand rank better in search engine results pages, which can boost organic traffic to its website and sales funnels.

The best part? Owned content may require some effort to create, but it belongs to its creator forever. No fees. No paying per click. When done well, quality content is a long-term advertising play that can continue to serve a business for months and even years into the future with minimal upkeep.

Gaining Marketing Momentum as a Small Business

Small businesses don’t have to skimp on marketing. Small business marketers can cobble together effective marketing campaigns by marshaling their available resources.

They can do this by taking advantage of low-cost self-service tools. They can also collaborate with other local and related businesses and create high-value content. This maximizes their budgets, attracts new customers and ultimately grows their businesses.

Feature Image Credit: Sandra Burm

By Steve Olenski

Steve Olenski possesses a career journey that’s been as dynamic as it has been impactful. From his early days as a creative director in the agency realm to assuming pivotal senior marketing roles on the brand side with esteemed companies like Oracle, he has consistently navigated diverse landscapes.

Sourced from CMSWire

In News

Seasonal Email Strategies: Stand out on Black Friday & Cyber Monday

September 3, 2024 No Comments

By Chad S. White

Holiday email promos need a little dialling up — and dialling down — on standard tactics.

The Gist

Email relationships. Previous engagement boosts holiday email performance, increasing subscriber interaction and revenue during Cyber 5.
Social proof. Highlighting top search terms and popular products in holiday emails can inspire and guide subscriber purchases effectively.
Clear messaging. Simplify holiday email content with clear, direct messaging and seasonal imagery to capture hurried subscribers’ attention.

Everyone wants to have their seasonal email strategies stand out during the Thanksgiving-to-Cyber Monday time period, called Cyber 5. And for good reason. Based on an examination of email campaign performance among retailers and ecommerce brands using Oracle Responsys, campaigns sent during the Cyber 5 weekend routinely generate the highest revenue per email for the whole year — by far.

However, marketing emails aren’t ads. They’re not about shouting the loudest, flashing the brightest colours or being the most sensational or shocking. They’re also not about abusing trust with misleading or vague copy.

There are two components in the battle for holiday email marketing attention.

A black mailbox adorned with a festive holiday wreath stands on a white post in a suburban neighborhood, symbolizing the importance of a well-crafted holiday email marketing strategy to capture customer attention and boost engagement during the festive season. — Ready for your inbox invasion through Cyber 5?Lana on Adobe Stock Photos

Seasonal Email Strategies: Half the Battle for Attention

The truth is that the battle for attention during the Cyber 5 is already half won long before your Black Friday or Cyber Monday campaign arrives in inboxes. That’s because seasonal email strategies are relationships, so previous engagement has a major impact on future engagement. If your email program delivers value to lots of subscribers during August and September, then they’re much more likely to engage during the holiday season. And the more frequent and substantial that engagement is, the better off you’re likely to be.

ZeroBounce research recently confirmed this, finding that 47% of people say they open a brand email not because of the subject line, but because that brand always sends them good emails.

In my book, “Email Marketing Rules,” I call this the zero stage of an email interaction. This is why sender names are more powerful than any subject line you can come up with. Your sender name brings to the surface all of your subscriber’s feelings about their recent interactions with your brand. If those feelings are positive, it leads to positive results.

The Other Half of the Battle

The rest of the battle is about your seasonal email strategies themselves. But here, brands sometimes have misconceptions, in part because subscribers behave differently during the holiday season. Consumers have different goals than the rest of the year, and they’re also generally much more pressed for time in the inbox, in part because they’re receiving more campaigns.

Here are some tactics to dial up and to dial back on during the holiday season to maximize performance.

Dial Back Personalization

Personalization is perennially among the top email marketing trends. And new opportunities that are fuelled by customer data platforms and advanced AI are likely to keep it at the top of marketers’ to-do lists for years to come.

However, during the holiday season, subscribers are (mostly) shopping for others, so the zero- and first-party data you’ve been collecting all year isn’t likely to be very useful for tailoring messages.

Dial up Social Proof

Instead of focusing on what each subscriber did months ago, focus on what your customers are doing collectively now. In your email campaigns, highlight:

Top site search terms, so subscribers can understand and be inspired by what others are looking for.
Most browsed product categories, which encourage subscribers to explore categories they haven’t shopped recently or ever.
Most social buzz, such as likes on Instagram or pins on Pinterest.
Most purchased products, which is probably the ultimate barometer of popularity.

Dial back Interactivity

Interactive emails bring common web experiences into the inbox, enabling product carousels, tabbed interfaces, hotspots and more. However, interactivity typically isn’t worthwhile during the holiday season because subscribers are in such a hurry. It’s also tough to do because it increases production times when marketers are creating more campaigns than ever.

Dial up Clarity

Even more than usual, clear and simple wins during the holiday season, because people are in such a hurry. Front load your subject lines with the most important words, and pay extra attention to your message hierarchy, ensuring your most important message points stand out from your less important ones. Especially if you’re promoting a strong offer (and I hope you have plenty of those), you don’t want to undermine it by having cluttered messaging or an overly busy design.

Dial up Scarcity

When something is in low supply or likely to sell out, let subscribers know. If you’re able to include real-time inventory numbers for the products featured in your emails using live content, that can be powerful.

But don’t fake it. Your most loyal customers will see that you’re lying to them if you perpetually claim something will sell out and it doesn’t or, worse, you’re faking real-time inventory numbers by manually including them. And it’s your most loyal customers that you can’t afford to offend.

Dial up Seasonal Imagery & Content

Let your subscribers know you’re in the holiday spirit and hope they are, too. Consider:

Adding holiday imagery to your header, including snowflakes, holly leaves or sparkles.
Add a “Holiday” or “Gifts” link to your navigation bar.
Add a gift services footer that highlights gift guides, gift return policies, gift wrapping options, order-by deadlines and other important holiday details and policies.

Dial up Automation

Triggered campaigns are likely the silent heroes of your holiday season. They’re quietly rescuing abandoned carts, following up on product category interest, notifying customers of back-in-stocks, welcoming seasonal subscribers and more. And their ROIs are through the roof.

Before the holiday season arrives, have a plan to ensure your triggered emails perform their best. If nothing else, make time to review and QA your automations, checking for out-of-date language, broken images and broken links. But also, consider adding seasonal imagery and content blocks to these emails, just like you would to your broadcast promotional emails.

The Big Picture

If you’re anything like our retail and ecommerce clients, you’re already well on your way to planning your seasonal email strategies, including your Black Friday and Cyber Monday emails.

But as you do that, recognize that the email experiences you create and the value you deliver to subscribers over the next couple of months will have a big impact on how your seasonal email strategies perform.

By Chad S. White

Chad S. White is the author of four editions of Email Marketing Rules and Head of Research for Oracle Digital Experience Agency, a global full-service digital marketing agency inside of Oracle.

Sourced from CMSWIRE

In News

5 Slick Moves to Dominate B2B Email Marketing

August 29, 2024 No Comments

By Sean Parnell

Lost in the B2B inbox? Find out how to stand out.

The Gist

Campaign precision. Pinpoint your ideal client profile for more effective B2B email campaigns.
List quality matters. Maintain a validated, high-quality email list to boost engagement and ROI.
Engage, don’t ask. Provide valuable resources over sales pitches to enhance B2B email effectiveness.

In a crowded digital environment rife with companies clamouring for attention at every click, B2B email marketing remains a powerful tool for engaging with B2B prospects to generate quality leads. The reason: Most of your target market isn’t actively searching for your solutions, so it’s more effective to go to them and generate interest (demand generation) than it is to wait for them to find you (demand capture).

The image shows a row of archery targets lined up under a clear blue sky. Each target has concentric circles with colors progressing from white, black, blue, red, to a yellow bullseye. Arrows are accurately lodged in the bullseyes of several targets, illustrating precision and successful targeting in piece about B2B email marketing. — Effective B2B email marketing starts with a clear target.Sashkin on Adobe Stock Photos

5 Steps to B2B Email Marketing Gold

The challenge: 9.7 billion emails are sent in the U.S. daily so standing out requires a calculated approach. Below are five steps for creating effective email campaigns that resonate with prospects and fuel demand.

1. Understand & Target Your Top Ideal Client Profile (ICP)

Effective B2B email marketing starts with a clear target.

Define your ICP based on your most successful client relationships, by industry, company size, and titles of decision-makers and influencers. For example, we ran a successful campaign targeting owners/CEOs of rental service providers in the U.S. between $20 million and $250 million in revenues for an integrator of ERP systems.

It’s common to have at least three-to-four distinct ICPs. Focus on the one with the most potential for several months to gain traction.

2. Build & Maintain a High-Quality Email List

A robust B2B email marketing list of your top target market is key to the success of your campaign. Begin by sourcing contacts from reputable services like ZoomInfo. UpLead and BookYourData offer more cost-effective alternatives.

To ensure deliverability and maintain your sender reputation, run your list through validation services such as ZeroBounce. This minimizes bounce rates and avoids penalties from platforms like HubSpot, which enforce strict bounce rate limits.

3. Craft Active, Compelling Content

B2B email marketing content that educates your prospects about how you can solve their problems is the core of email marketing. This is the essence of B2B brand storytelling: Prospects are the hero of the story and will let you be their guide if you demonstrate that you understand their problems. Don’t lead with products, services, features and benefits.

Give your top ICP something instead of asking for something. Offer resources that encourage engagement, such as guides, webinar invitations, case studies, and relevant blog posts. Don’t send fluffy, top-of-funnel content or newsletters that ramble on about your business. Videos can triple your click-through rates compared to other content types.

Include an offer: a clear, compelling call-to-action (CTA) that encourages recipients to take the next step. It should be something better than “request a free consultation” or “get a demo,” which they may want later but not as a starting point.

4. Optimize Subject Lines & Preview Text

Your subject line and preview text are crucial for grabbing attention and boosting open rates. It could be argued that this is the most important part of the entire email since without a subject line that gets your recipient to open it, the rest is like that tree that falls in a forest, unheard.

In B2B email marketing, subject lines and preview text need to be concise, engaging, positive and relevant to the recipient’s problems. For guidance, consider a formula proven over the past 100 years that combines appealing to the self-interest of prospects, sharing news, stimulating curiosity, and communicating that there’s a quick and easy way to solving problems while creating a sense of urgency.

5. Manage Expectations & Follow Up

B2B email marketing is a marathon, not a sprint. Initial prospecting emails typically achieve open rates between 10% to 20%, and it’s common to receive few responses at first. While knowing 80% to 90% of recipients won’t open your email can be discouraging, persistence is key so follow up with recipients who click on your emails or open them multiple times. Note: If you see that someone has clicked on every link in the email, it’s likely that automated software opened it to check for viruses and phishing scams.

Personalized follow-up emails and calls can significantly enhance engagement and conversion rates but limit your follow-up attempts to no more than three. Keep them on your B2B email marketing list so that the next email may prompt them to contact you. Sometimes an email campaign gets a response months after it was sent because it was the right message at the wrong time.

While digital communication is prevalent, traditional direct mail can complement your B2B email marketing campaigns. With some audiences, a well-crafted direct mail piece can garner more attention than an email, making it an effective tool for reaching your audience in a different format and reinforcing your message.

B2B Marketing Email Campaigns That Work

When it’s done well, B2B email marketing remains one of the most cost-effective outbound methods for generating demand by connecting you to high-quality leads who aren’t actively searching for your solutions.

Anyone who tells you otherwise likely didn’t put the right level of effort into their campaigns. Some just send a few emails, get disappointed, and abandon the effort.

By day, Sean is a B2B marketing strategist, educating small and mid-sized businesses on how to use marketing to fuel their growth; by night, he is a historic bar enthusiast. Connect with Sean Parnell:

Main image: thomas

By Sean Parnell

Sourced from CMSWIRE

In News

Are Your Brand Marketing Strategies Outdated?

August 26, 2024 No Comments

By Duncan Smith

The biggest challenge facing today’s marketers isn’t a lack of creativity – it’s a lack of resources and time to be curious.

The Gist

Embrace curiosity. Marketers must prioritize curiosity over data overload to develop impactful, cohesive strategies.
Authentic engagement crucial. Genuine connection with consumer interests leads to more effective audience retention.
Curious lately? A lack of resources and time to be curious is holding marketers back.

Brand marketing strategies today rely, as they always have, on winning in two ways: getting people to your brand as fast as possible and keeping them there as long as possible. The change has come in how marketers and their agencies can now make every dollar more measurable and accountable than ever before.

However, not everything that can be measured should be. As automation increasingly finds its way into both the delivery and creation of brand content, it’s more important than ever to separate the signal from the noise.

For too long, brand marketing strategies have been chasing the wrong goals — fixating on reaching consumers when they believe they’re paying attention rather than forging meaningful connections that resonate with their interests, needs and aspirations.

This is making it harder to tell the difference between real brand attraction and mere distraction, and knowing when to focus on consumer intention to bring in new audiences or switch to retention to keep them for longer.

The Curiosity Gap Holding Marketers Back

The biggest challenge facing today’s marketers isn’t a lack of creativity — it’s a lack of resources and time to be curious, exacerbated by an overwhelming amount of data to navigate. We’re so consumed with juggling the latest tactics, technologies and resulting information that we’ve neglected to ask ourselves the fundamental question: “How do all these pieces fit together into a cohesive, impactful strategy?”

This curiosity gap is costing us dearly. We’re drowning in digital noise, mistaking chatter for substance while losing sight of brand marketing strategies that truly resonate with audiences. Sure, we can track clicks and scrolls and insert our brands into places we believe the audience is engaged, but are we genuinely understanding consumer behaviour? Or are we simply adding to the noise?

To bridge this divide, marketers must become students again — open to learning how new strategies, channels and metrics can interlock to engage audiences in authentic, lasting ways.

The Silver-Bullet to Integration

Newer brand marketing strategies are powerful ways for brands to deliver resonant content to target audiences — building trust, awareness and understanding, boosting visibility, while aligning with search engines’ prioritization of quality over quantity. Ultimately, it’s about creating a people-focused approach that can help brands cut through consumer scepticism around AI-generated content.

Sizzler did this recently, transforming its digital strategy to bring it back to the top of the fast casual category. By leveraging insights and using a performance-driven approach to reach specific demographics like families and business travellers through precise geo-targeting, they were able to increase engagement, conversions and brand visibility, leading to a significant increase in restaurant visits.

Prioritizing Data-Driven Relevance

The path forward is illuminated by data, but not just any data. We must look beyond vanity metrics and surface-level engagement stats to unlock true value. Prioritize relevance, emotional resonance and measurable impact — the elements that create enriching experiences your audiences crave.

We must look beyond vanity metrics and surface-level engagement stats to unlock true value.ndsoll137 on Adobe Stock Photos

With consumers’ desires in constant flux, real-time insights are critical for staying ahead of trends. The ability to nimbly adapt strategies based on emerging demands allows brands to demonstrate an empathetic understanding of what matters most to their customers — fostering trust and enduring relationships.

This ethos should permeate all your content and channel strategies, from earned and owned media to paid tactics. For instance, SEO has long been relegated to the bottom of the marketing toolbox — viewed as more of a hygiene factor than a value driver. But search algorithms have evolved, and the relevance of your content to the end viewer’s needs now has the strongest correlation to visibility.

Tapping Into Unspoken Desires

Beyond data-driven relevance, the most vital element for fostering enduring consumer connections is tapping into unspoken desires — the emotional undercurrents and aspirations driving human behaviour.

We’re not just selling products and services; we’re selling feelings, experiences and identities people yearn to embrace. So while clicks and algorithm hacks are being penalized, the opportunity lies in doubling down on authenticity and true consumer value.

Take TikTok’s meteoric rise in search for a masterclass in discovering and engaging with content people deeply crave. The platform climbed from the seventh to the first most visited website by redefining how users explore and interact with content aligned with their unspoken passions.

It’s not simply about the scale of attention you capture but what you do with that attention that counts. Ensuring your brand cuts through the clutter by delivering relevance to every audience segment, in the right moments and contexts, is what will fuel measurable success.

The Way Forward for Brand Marketing Strategies

To stay ahead with brand marketing strategies, despite the twists and turns of our industry, we must become skilled navigators — harnessing data to steer us toward relevance and meaningful connections.

It starts by closing the curiosity gap that’s preventing more rapid progress. Stay hungry to learn, question the status quo and evolve your approaches holistically, based on emerging trends (Spoiler: Most times that won’t be answered by a paid placement at all).

Prioritize relevance over empty metrics across your entire content ecosystem — from on-site and owned content to those paid placements that need to exist in spaces designed to attract, not distract. Lean into innovative earned tactics that cut through scepticism to deliver resonant narratives.

And above all, remember the humanity behind the data points. We’re not just selling; we’re becoming curators of relevance who tap into the unspoken desires that truly enrich people’s lives.

By Duncan Smith

Duncan Smith is a seasoned media and communications strategist with over two decades of experience in media planning, buying, and agency leadership roles across London, Europe, and New York. Throughout his career, he has spearheaded the launch of a connections planning department, managed global multinational clients, and led winning pitches for over $4 billion in new business.

Sourced from CMSWIRE

In News

Apple & Yahoo Create Worrisome Trends for Email Marketers

August 22, 2024 No Comments

By Chad S. White

And, shockingly, one of the trends involves (over)using AI.

The Gist

Tab concerns. Apple and Yahoo’s tab additions may alter email visibility and engagement, impacting marketers’ strategies and consumer interaction.
AI previews. Automated summaries threaten email marketing efforts, undermining carefully crafted preview text and brand messaging.
Diluted branding. AI-generated summaries may push content below the fold, weakening brand voice and potentially introducing inaccuracies.

Marketers have reasons to be concerned by the upcoming inbox changes that were announced by Apple on June 10 and Yahoo on June 11. Those changes entail Apple adding tabs to Apple Mail, and both Apple and Yahoo adding AI-generated summaries to emails.

Let’s talk in more detail about each and what the concerns are.

The Addition of Tabs

Ten years after Google pioneered tabs, and many years after Microsoft and Yahoo adopted them, Apple has finally followed suit. Expect to see tabs in future versions of Apple Mail. All of the major inbox providers use slightly different tabs from one another. Apple Mail’s four tabs will be Primary, Transactions, Updates and Promotions.

You might be wondering why this is a concern. And regular readers of my CMSWire columns may recall I wrote an article marking the 10-year anniversary of Gmail Tabs, where I concluded by saying that the “Promotions tab isn’t worth fussing about.”

So, what’s changed?

Well, in that same article, I talk about how Gmail has been automatically applying Email Annotations to some commercial emails in the Promotions Tab that don’t include that coding. Essentially, Gmail has been hijacking the code of marketers’ emails to achieve its own goals, which presumably includes making their in-line ads less distinguishable from the emails surrounding them.

Google calls it Automatic Extraction. This year, they’ve become much more aggressive in applying it. The higher frequency of use has also made it evident that Automatic Extraction routinely degrades the email experience crafted by brands, creating disconnects between their subject line and the preview content imposed by Gmail. In some cases, legal questions around misrepresentation and false advertising are being raised, with Gmail occasionally pulling discount amounts from disclaimers at the bottom of emails and promoting them in the preview content, falsely asserting that it’s the featured discount in the email.

I have zero concerns about inbox providers creating Promotions tabs. Neither do I mind them using the Promotions tab as a venue to display ads, even placing them in-line among emails. That’s a reasonable way to generate revenue for their inbox business.

However, putting marketers’ emails in a different tab where the preview content of their emails is changed without their consent in ways that they would never do to personal emails is a serious problem. I’m glad to see Apple follow Google’s lead on tabs, but I hope they won’t follow their lead on changing marketers’ email content.

AI-Generated Previews & Summaries

The other big change that’s coming is the addition of generative AI-powered previews and summaries for both Apple and Yahoo.

In the case of Apple, they’ll be replacing preview text of emails with a generative AI-written preview. All of the examples shown were personal, but presumably this will be applied to commercial emails, too. It’s unclear if this functionality will be on by default, or if it can be turned off by users.

Apple’s WWDC 2024 on June 10, 2024 ai — Apple’s WWDC 2024 on June 10, 2024

And once you’ve opened an email, Apple will give you the option to have generative AI summarize the email with the tap of the Summarize button.

Apple Mail AI-Generated Summarize — Apple’s WWDC 2024 on June 10, 2024

In what Yahoo Mail is calling “one of the most significant updates to its desktop experience in nearly a decade,” they’ve streamlined their user interface and added generative AI previews and summaries. Both appear to be on by default, and it’s unclear if they can be turned off.

The AI preview is similar to Apple’s, which again replaces the typical preview text that’s pulled from the email’s body content. However, unlike Apple’s AI summary, Yahoo’s appears to be done automatically.

The other difference is that Yahoo’s summary appears as a series of bulleted items, rather than a paragraph-style summary. It will also include proposed actions, tasks, or responses needed, according to Yahoo.

The concern with AI previews is that they undo marketers’ preview text optimization efforts. While it’s true that most personal emails aren’t written by communication experts and therefore have less helpful preview text, that’s not the case with marketing emails.

The concern with AI summaries is similar, especially if they’re applied automatically to marketing emails. While some marketing emails can be long, when that’s the case, it’s almost always because the email is composed of many content blocks about multiple subjects. AI summaries are unlikely to do that justice. Indeed, given how little actual text is in many marketing emails, the summary may largely reword the marketing text, potentially introducing inaccuracies in the process.

Regardless of how good the AI engine summary is, the summary will have two negative effects on marketers:

It will push more of the email’s content below the fold.
It will dilute the brand’s voice and filter its message.

Mediating Between Senders & Recipients

Email’s not perfect. There are plenty of things that could be better besides the long-standing problem of spam, against which inbox providers have been vigilant fighters. The new functionality they’ve rolled out over the years highlight some of the other things inbox providers think could be better about email.

The challenge is there’s little agreement among the major inbox providers on which issues to prioritize. The result is:

A lack of critical mass of support for AMP for email, CSS-based interactivity, Annotations and schema, and BIMI.
Inconsistent implementations of dark mode, plus other rendering inconsistencies.
A deliverability requirement that brands only send to engaged subscribers, while some inbox providers block senders’ visibility into opens, the most frequent sign of engagement.

Considering all of the helpful advancements that inbox providers could agree on, it’s unfortunate that what they seem to agree on is that preview text should be overwritten and body copy filtered and summarized by AI — particularly, it appears, if the message is commercial. Put another way, it seems the problem they’re trying to solve is that people are writing the emails.

By Chad S. White

Chad S. White is the author of four editions of Email Marketing Rules and Head of Research for Oracle Digital Experience Agency, a global full-service digital marketing agency inside of Oracle. Connect with Chad S. White: Twitter

Sourced from CMSWIRE

In News

7 Free Digital Marketing Tools Every Small Business Can Use

August 13, 2024 No Comments

By Emily Heaslip

These free digital marketing tools boost your visibility at no cost to your bottom line.

Looking to spread the word about your business without spending a cent? No matter what type of business you operate, these free digital marketing tools can help boost your visibility and bring in new business. Restaurants, retailers, and service professionals alike can all benefit from these seven free digital marketing tools.

Social media

Old-fashioned, organic social media posts are free, easy, and a staple in every digital marketer’s toolkit. Although there are dozens of strategies, formats, and tools for managing paid advertising on social media, every company should prioritize posting regularly on their business profiles. A simple news feed update once or twice a week shows your company is open for business and engaging with followers. Social media boosts your company’s SEO results as well as helps you connect with potential customers — and best of all, it’s completely free.

Nextdoor

Nextdoor is a hyper-local social media platform that connects people who live in the same immediate geography. Users on the app are neighbours, businesses, nonprofits, public agencies, and brands that join the platform to ask for recommendations, share safety alerts, and advertise their products or services.

Nextdoor claims that 25% of conversations on its platform involve neighbours asking for recommendations for local businesses. When you sign up for a business page on Nextdoor, you can share general business information such as your address, website, or open hours. Local customers can also leave recommendations and message you directly. Creating a business page is free; there’s also the option to pay for advertising on Nextdoor.

Google reviews

Reviews on your Google business page can be a gold mine for your digital marketing efforts. Ask satisfied customers to leave a review on Google after a positive interaction. You can do this in person, through email receipts, or with a business card with a QR code linking directly to your Google review page. Then, showcase your positive feedback on your website and social media.

Build credibility by responding to all Google reviews, positive or negative. “Reviews are useful for potential customers when they’re honest and objective. Customers find a mix of positive and negative reviews more trustworthy. You can always respond to a review to show the customers that you care and provide additional context,” wrote Google.

Old-fashioned, organic social media posts are free, easy, and a staple in every digital marketer’s toolkit.

ChatGPT

ChatGPT can meet a range of different marketing needs. This AI-powered chat tool can suggest social media copy, help brainstorm marketing campaign ideas, generate product descriptions, and help you research industry trends. Best of all, ChatGPT is completely free to use.

Pablo

Pablo, a free tool from Buffer, provides license-free images you can customize with text overlays to use on social media or in other marketing outreach. This user-friendly image editing tool provides a library of images from Unsplash, another great source for photos available for commercial use. Within Pablo, you can add filters, change the size for different social media platforms, and add text to images. It’s a great tool for making your profiles pop.

MailChimp

It may surprise you that this incredibly popular email marketing platform has a free option. MailChimp is free for up to 1,000 monthly email sends (defined as the maximum number of emails that can be sent per month with 500 contacts). If you contact a small but mighty email list, MailChimp has tons of features to help you engage regularly and build relationships with your customers.

Help A Reporter Out

Help A Reporter Out (HARO) is a good resource for getting free media coverage for your company. Journalists post requests for sources on particular topics related to stories they are working on. You can sign up for a “source” account and respond to journalist requests for a chance to be featured in a local news story. These opportunities help position small business owners as subject matter experts and can get media attention for your company.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

Feature Image Credit: Getty Images/FG Trade

By Emily Heaslip

Sourced from CO

In News

6 Worst Marketing Campaigns of All Time

August 8, 2024 No Comments

By Michelle Hawley

Explore six infamous marketing blunders, their impacts and crucial lessons to enhance your brand strategy.

The Gist

Brand sensitivity. Effective campaigns require a deep understanding of cultural and social sensitivities.
Quality integrity. Maintaining product quality should not be compromised for cost-saving measures.
Legal awareness. Advertisements must align with industry regulations to avoid legal repercussions and damage to credibility.

Have you ever seen an ad that ridiculously missed the mark, alienating customers or causing a massive drop in sales?

Some of these gaffes are so bad that it’s hard to believe they’re real. But they are. And we can certainly learn a thing or two from them.

1. Fiat’s Anonymous Love Letters

Back in 1994, Italian carmaker Fiat decided to send out 50,000 anonymous love letters to young women in Spain.

The personally addressed letters on pink paper included gems like: “Yesterday we saw each other again. We met on the street, and I noticed how you glanced interestedly in my direction. I only need to be with you for a couple of minutes, and even if it doesn’t work out, I promise you won’t forget our little experience together.”

Fiat’s plan was to send a follow-up letter around six days later, revealing the “admirer” to be the new Fiat Cinquecento. Before that could happen, however, the women began to feel scared, imagining a stalker tracking their every move. Some locked themselves in their apartments, while others would only leave home in the presence of male company. Married women who received the letters also said the campaign caused jealousy issues in their relationships.

Ultimately, Fiat ended up getting sued, had to pay fines and followed up the ad campaign with apology letters.

The Lesson:

This is one of those campaigns that makes you scratch your head and wonder how it passed multiple levels of approval. “We thought is was a fun campaign aimed at the independent, modern working woman,” a Fiat spokesman said at the time.

But did they consult any independent, modern working women for the campaign? Likely not, because Fiat would have quickly learned that anonymous letters from someone secretly watching you is creepy, not flattering or exciting. It signals a massive miss for Fiat in understanding its target audience.

2. Dove’s Real Beauty Campaign

In 2017, Dove released a three-second “Real Beauty” ad, where a black woman turns into a white woman after using the brand’s body lotion.

The ad sparked a ton of controversy online. Many called the spot racist, and it spurred hashtags like #DoneWithDove and #DoveMustFall. Others, however, argued the ad was not racist, and instead was an attempt to be diverse and show off different models.

Dove later pulled the ad from Facebook and released an apology on Twitter. “An image we recently posted on Facebook missed the mark in representing women of colour thoughtfully. We deeply regret the offence it caused,” the company wrote.

The Lesson:

“Dove has had numerous ads over the years that cannot be mistaken for anything other than racist,” said Mara Einstein, professor at Queens College, City University of New York.

“Similar to the ad where the Black woman turns white, there was a print ad that suggested that being Black was the ‘before’ and being white was the ‘after.’ Hard to interpret that any other way.”

To avoid making racist, misogynistic or simply juvenile advertising mistakes, explained Einstein, marketers have to take the time to vet their content. “This doesn’t have to be overly expensive or time consuming and it will save them from agita in the long run.”

As for demonstrating values, she added, it’s time for companies to stop with purpose and deal with impact. “If what you are doing isn’t helping the planet or your people — employees, customers, community — then take a seat.”

3. Lifelock’s CEO Gives Out His Social Security Number

Have you ever heard of LifeLock? You might have seen the commercial where the company’s CEO, Todd Davis, gives out his social security number on TV, claiming the company’s product is so air-tight that he has nothing to worry about.

You might remember that his social was splattered across many billboards.

If you think that seemed like a stupid idea at the time, you would have been right. Because Davis had his identity stolen at least 13 times since 2007.

One criminal in Georgia, for instance, used it to rack up more than $2,300 worth of phone calls. And debt collectors sought out another $3,700+ from people other than Davis using the number.

In 2008, credit bureau Experian sued LifeLock, accusing it of deception and fraud in its advertising campaign. And two years later, the FTC levied $100 million in fines against the identity theft prevention company for deceptive advertising and failure to secure consumers’ personal information.

The Lesson:

This should be a no brainer — the claims your company makes should line up with what you’re able to deliver. Overpromising can lead to significant credibility damage and legal troubles if the product doesn’t perform as advertised.

LifeLock’s campaign also ran afoul of legal standards, leading to lawsuits and hefty fines. It highlights the importance of having a good grasp of industry regulations and laws. Especially in cases like this, where the brand tried to stand out with a unique form of marketing, it’s important to work with legal teams to understand the boundaries of what can be promised and claimed in advertisements to avoid legal repercussions.

4. Bloomingdale’s Spike Your Best Friend’s Eggnog Ad

Out of touch marketers? Seems to be a trend.

Bloomingdales faced criticism when they released a campaign featuring a man and woman with the caption: “Spike your best friend’s eggnog when they’re not looking.”

Bloomingdales ad with the slogan: Spike your best friend’s eggnog when they’re not looking.

Now, this wasn’t the 1960s (though that still wouldn’t be a good excuse). This was 2015, when the conversation around date rape culture was in full swing. These were conversations people were having online, in schools, etc.

But apparently Bloomingdales didn’t get the memo.

The company later issued an apology, with one tweet saying, “We heard your feedback about our catalogue copy, which was inappropriate and in poor taste. Bloomingdale’s sincerely apologizes.”

The Lesson:

“It’s crucial to thoroughly understand not just demographic data, but the societal and cultural contexts that might affect the reception of your campaign,” said Tenyse Williams, digital marketing adjunct instructor specialist at Columbia University, George Washington University and the University of Central Florida.

What could Bloomingdales have done better? Some steps Williams pointed to include:

A pre-release review process that involved multiple layers of approval
Sensitivity and implication training for the marketing team
Real-time monitoring and feedback implementation once the campaign went live

“These steps are not just about crisis management but about proactive engagement and ethical reflection in the creation and launch of advertising campaigns,” explained Williams. “By integrating these practices brands like Bloomingdale’s can avoid major missteps and align more closely with both ethical standards and public sentiment.”

5. Pepsi’s Kendall Jenner Ad

A lot of headlines in 2017 featured the Black Lives Matters protests. People were talking about issues surrounding race, equality, police violence and more. For some reason, Pepsi decided it was the ideal time to release their Kendall Jenner ad.

In the commercial, the socialite walks out into the protest and immediately defuses tensions by handing a police officer a can of Pepsi.

Naturally, people were mad. Many accused the brand of trivializing the protests and downplaying the deaths caused by police.

“Pepsi was trying to project a global message of unity, peace and understanding,” the company wrote on Twitter. “Clearly, we missed the mark and apologize. We did not intend to make light of any serious issue. We are pulling the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position.”

The Lesson:

Marketers should think about the context of their ads and how they will be seen by their intended audience, said Mindy Weinstein, founder and CEO of Market MindShift and author of “The Power of Scarcity.”

In the case of the Kendall Jenner ad, said Weinstein, Pepsi didn’t consider the seriousness of the social issue it used. Testing ads with a diverse group of people can help avoid marketing mistakes and will give insight into how the ads are being interpreted, she added.

“I’ve noticed that marketing campaigns that lack sensitivity to social issues, misjudge audience values, oversimplify complex matters, and fail to predict public reaction are the ones that become the biggest blunders,” Weinstein explained. “They fail to understand and respect the audience’s context, values, and current social climate. That is a recipe for a marketing disaster.”

6. The Schlitz Mistake

Up until 1977, the Joseph Schlitz Brewing Company was America’s largest brewer. And its flagship beer, Schlitz, was coined as the “beer that made Milwaukee famous.”

So what happened?

For starters, the brand made a number of poor decisions — like using cheaper ingredients and attempting to shorten the beer’s brewing time with a process called accelerated batch fermentation.

The nail in the coffin, however, was a series of bizarre commercials titled “Drink Schlitz or I’ll Kill You.” The ads featured people like a fictional boxer or a lumberjack with a pet cougar. When an off-screen voice would ask if they’d like to try a beer other than Schlitz, they’d respond with odd comments like, “You want to take away my Schlitz? My gusto? …You’re gonna be down for the count so long, they’re gonna use a calculator.”

The ads were a huge failure, with the company pulling them off the air — and firing their ad men — 10 weeks after they first went live.

Sales dropped, with the company taking more than $1.4 million in losses in 1976 — the equivalent of $6.3 million in 2020. By 1981, Schlitz closed its Milwaukee brewery. The downfall became so infamous that it even earned a name: the “Schlitz mistake.”

The Lesson:

Schlitz made the fateful decision to change its brewing process and use cheaper ingredients, compromising the quality of the beer and alienating customers who expected a certain standard.

But the true lesson here is in understanding brand and audience alignment. The “Drink Schlitz or I’ll Kill You” campaign is a textbook example of a marketing message that missed the mark in terms of audience expectations and the brand’s heritage.

Schlitz’s attempt to use humour and hyperbole came off as aggressive and bizarre, rather than appealing. It’s a story of marketers forgetting to make campaigns resonate with audience’s values and perceptions, and keeping messaging consistent with the brand’s established image.

It’s also a case that calls for testing prior to the ad’s launch to gauge audience reactions. Had Schlitz tested their ads with focus groups or smaller markets, they might have discovered the negative reactions and adjusted their approach accordingly. Schlitz could still be a beer that we all drink and talk about today.

Beyond Marketing Blunders: Building a Lasting Legacy

The consequences of a poorly conceived ad campaign can extend far beyond at temporary drop in sales or a fleeting PR headache. These marketing missteps above point to a deeper, more systemic issue within the sphere of marketing — a frequent disconnect between how brands perceive themselves and the realities of public perception.

For marketers, the challenge is not just to avoid the next big blunder, but to actively contribute to a legacy of respect, integrity and genuine engagement with audiences. The question should not be: How can the next campaign avoid controversy? It should be: How will it reaffirm the brand’s place in the lives and values of consumers?

By Michelle Hawley

Michelle Hawley is an experienced journalist who specializes in reporting on the impact of technology on society. As a senior editor at Simpler Media Group and a reporter for CMSWire and Reworked, she provides in-depth coverage of a range of important topics including employee experience, leadership, customer experience, marketing and more. With an MFA in creative writing and background in inbound marketing, she offers unique insights on the topics of leadership, customer experience, marketing and employee experience. Michelle previously contributed to publications like The Press Enterprise and The Ladders. She currently resides in Pennsylvania with her two dogs.

Sourced from CMSWIRE

In Uncategorized

The Growing Importance of Emotional Intelligence in Marketing

August 7, 2024 No Comments

By Scott Clark

Implementing emotional intelligence in marketing sounds nice. Could be — but it’s not without its challenges.

The Gist

Empathy drives loyalty. Understanding and addressing customer emotions fosters authentic connections and enhances loyalty.
Emotion over data. While data is essential, emotional insights provide a deeper understanding of consumer motivations.
Brand differentiation. Emotional intelligence helps brands stand out by creating genuine, empathetic interactions with customers.

In marketing today, where data-driven strategies and technology often dominate discussions, the significance of emotional intelligence (EI) is becoming increasingly apparent. As consumers seek more authentic and meaningful connections with brands, marketers are recognizing the power of understanding and responding to emotions.

Emotional intelligence in marketing involves not only grasping customer sentiments but also empathizing with their needs and aspirations. This article examines the importance of emotional intelligence in marketing, looking at its benefits, challenges and ways that businesses are implementing EI as a brand strategy

Two white theatrical masks are superimposed against a red velvet curtain closed against a theater stage in piece about emotional intelligence in marketing. — Emotional intelligence in marketing involves not only grasping customer sentiments but also empathizing with their needs and aspirations.backup16 on Adobe Stock Photos

Introduction to Emotional Intelligence

In recent years, marketing has witnessed a significant shift from relying solely on data-driven strategies to incorporating a more nuanced approach that includes emotional understanding. While data analytics provides valuable insights into consumer behaviour, it often falls short of capturing the full spectrum of human emotions and the motivations that drive purchasing decisions. As businesses recognize the limitations of purely quantitative data, they are increasingly turning to EI to build deeper and more meaningful connections with their customers.

Elena Novikova, founder and CEO of Lumus Inc., a NYC-based digital marketing agency, told CMSWire that in a world dominated by data-driven strategies and technological advancements, the ability to connect with consumers on an emotional level has never been more crucial. “The benefits of using EI in our marketing strategies have been substantial,” said Novikova. “We’ve seen improved customer engagement, higher conversion rates and increased brand loyalty. By creating campaigns that speak to the heart as well as the mind, we’ve helped our clients build stronger, more lasting relationships with their customers.”

Emotional intelligence, when it comes to marketing, revolves around understanding and responding to the emotions, needs and aspirations of customers. This approach goes beyond demographic data and purchasing history to dive into the psychological and emotional factors that influence consumer behaviour. By tapping into these emotional drivers, marketers can craft messages that resonate on a personal level, building a sense of empathy and understanding. This not only enhances the customer experience but also helps to build stronger, more loyal relationships between brands and their customers.

One of the key aspects of emotional intelligence is empathy — the ability to put oneself in the customer’s shoes and see the world from their perspective. Empathetic marketing involves listening to customer feedback, observing their behaviour and understanding their pain points and desires. By doing so, marketers can create campaigns that address these needs in a genuine and relatable way, making customers feel valued and understood. This emotional connection can significantly increase customer engagement and satisfaction, as people are more likely to respond positively to brands that they perceive as caring and attentive to their needs.

“Empathy is key,” said Novikova. “Understanding and addressing customer emotions fosters authentic connections and enhances loyalty.”

This isn’t to say that EI doesn’t involve data, but rather, it uses such data to help brands understand the emotional factors behind purchasing decisions. Ian Baer, founder of marketing intelligence company Sooth, told CMSWire that marketers have been great at using data that targets what someone wants when they’re ready to buy and even to predict who will buy next or the right product to put in front of someone.

“The key to making emotional intelligence work for brands involves using data in ways that unlock customer empathy,” said Baer.

Another critical component of EI in marketing is emotional regulation — the capacity to manage and appropriately respond to customer emotions. This involves maintaining a consistent and positive emotional tone across all customer interactions, whether through social media, customer service or advertising. By ensuring that their messaging is emotionally aligned with their brand values, businesses can create a cohesive and trustworthy image that resonates with customers on a deeper level.

Integrating emotional intelligence into marketing strategies offers numerous benefits. Primarily, it allows brands to differentiate themselves in a crowded market by creating more personalized and engaging customer experiences. In an era where consumers are bombarded with generic and impersonal marketing messages, a brand that demonstrates genuine understanding and empathy stands out and is more likely to build loyalty and long-term engagement.

Additionally, EI can enhance brand loyalty by building trust and emotional bonds with customers. When consumers feel that a brand truly understands and cares about their needs, they are more likely to remain loyal and advocate for the brand. This emotional connection can also lead to increased customer lifetime value (CLV), as loyal customers are more likely to make repeat purchases and provide positive word-of-mouth referrals.

Amanda A. Thompson, founder and CEO at Kick Peach Beauty, a waterless skincare solution provider, told CMSWire that with so many businesses competing for attention, EI is essential for cutting through the noisy marketplace and supporting growth for a brand’s target person.

“Leaning into EI, from brand conception to delivery, allows the team to align on messaging and push beyond the basics of problem/solution campaigns,” said Thompson. “The more you understand EI the more you can understand your customers, and when you can truly understand your customers, you can make a positive impact in their lives.”

Understanding Emotional Intelligence in Marketing

The core components of emotional intelligence include self-awareness, empathy and emotional regulation. Each of these plays a crucial role in shaping how marketers interact with and understand their customers:

Self-Awareness: This is the ability to recognize and understand one’s own emotions and feelings, and how they affect thoughts and behaviour. In marketing, self-awareness enables professionals to stay attuned to their own biases and emotional responses, ensuring that their personal feelings do not cloud their judgment or decision-making.
Empathy: Perhaps the most critical component of EI in marketing, empathy involves understanding and sharing the feelings of others. Empathetic marketing requires putting oneself in the customer’s shoes to understand their emotions, pain points and desires. By listening to customer feedback and observing behaviours, marketers can gain insights into what truly matters to their audience.
Emotional Regulation: This involves the ability to manage and respond to emotions appropriately. For marketers, emotional regulation means maintaining a consistent and positive emotional tone across all customer interactions.

Emotional intelligence plays a pivotal role in interpreting customer sentiments and behaviours. By understanding the emotional underpinnings of consumer actions, marketers can more accurately predict how customers will respond to different marketing strategies. This involves analysing not just what customers do, but why they do it. For instance, understanding the emotional reasons behind a customer’s loyalty to a brand can help marketers reinforce those positive feelings through targeted campaigns.

Suzanne Reilley, business coach, marketing strategist and copy adviser at SuzanneReilley.com, told CMSWire that speaking to an ideal client’s top hopes, dreams, fears and aspirations creates a strong connection with that given audience.

“It shows that the business truly hears and understands their customers, and cares about their needs,” said Reilley. “I find that brands, offers and messaging tailored this way causes the reader to breathe a huge sigh of relief knowing they’re in the right place.”

EI also helps in deciphering the subtleties of customer feedback. Sentiment analysis tools, powered by AI, can gauge the emotional tone of customer reviews, social media posts and other forms of feedback. By interpreting these emotional cues, marketers can identify areas of satisfaction and dissatisfaction, allowing them to proactively address issues and enhance the overall customer experience.

In practice, EI can transform raw data into meaningful insights. For example, if data shows a spike in negative sentiment following a product launch, marketers with high EI will dive deeper to understand the emotional triggers behind this response. They might find that customers felt misled by the product’s marketing or were disappointed by unmet expectations. With this emotional insight, marketers can adjust their messaging and approach to better align with customer expectations and rebuild trust.

By Scott Clark

Sourced from CMSWIRE

In News

Five Powerful Ways To Use Storytelling In Digital Marketing

May 28, 2024 No Comments

By Ana Bubolea

In today’s digitally-driven world, where consumers are inundated with a constant barrage of advertisements and content, storytelling serves as a potent antidote to ad fatigue. By crafting narratives that resonate with the audience’s aspirations, challenges, and desires, brands can cut through the noise and forge genuine connections that foster loyalty and trust.

As the founder of a consultancy that leaders’ stories into their competitive business advantage, I’ve found that people remember stories more than facts. I focus on making the founder’s journey relatable and engaging through stories. I dive deep into their journey, focusing on the raw, unfiltered moments that shaped their vision. It’s effective because people crave genuine connections, and by sharing these stories, we foster a bond based on shared experiences and values.

To help leaders humanize their message, I asked members of the Marketing & PR Group, a community I lead through Forbes Business Council, for ways they’ve been using storytelling as content strategy in digital marketing — and why they’ve been successful.

1. Real-Life Customer Success Stories

Storytelling has a profound impact, particularly on entrepreneurs. By spotlighting real-life customer success stories, banking is infused with humanity, fostering trust and connection. Storytelling’s success lies in transforming impersonal financial services into experiences that resonate, creating a narrative that entrepreneurs can see themselves in, thus fostering deeper engagement and trust. – Aleesha Webb, Pioneer Bank

2. Brand Narratives

You can showcase your product through sheer brand narratives that connect with audiences. Start by creating a compelling story that revolves around the brand’s values, mission, passion and journey. This way, you can create an emotional connection with consumers by developing brand loyalty and engagement. I’ve found this strategy works well since it humanizes the brand and people can connect with the product more easily. – Vinay Chandrashekar, Long Boat Brewing Co.

3. Captivating Hooks

Captivating hooks will always be a pillar for any successful content strategy online. Without engaging hooks on each piece of content, you cannot capture the audience and “win the click.” Start each piece of content by immediately stating a problem, goal or emotion to your audience. This will lead to much stronger engagement and reach. – Reggie Young, Exit Advisor

4. Social Media Reporting

YouTube and social media reporting have become so impactful that they can even work against you. During the early creation of the company, we begrudged internet trolls which led to tons of false negative content being posted all over the internet. It taught us the importance of owning your content channel (YouTube especially) and being proactive in telling your own story and that of your customers. – Ali Mahvan, Terasynth

5. Brand Videos

Utilizing brand videos to weave compelling narratives around the brand’s values and products has been successful. This strategy emotionally connects with the audience, leading to better brand recall, increased engagement and higher conversion rates. – Mohammad Bahareth, MBI

Feature Image Credit: NOPPADON – STOCK.ADOBE.COM

By Ana Bubolea

Follow me on LinkedIn. Check out my website.

Founder of Buzzworthy Brands. Follow me on LinkedIn for daily personal branding insights. Read Ana Bubolea’s full executive profile here.

Sourced from Forbes

In News

Are we losing the art of marketing relevancy?

May 3, 2024 No Comments

By Mike Wickham

As the sands shift around digital marketing, says Mike Wickham of Impression, it might be time to reconsider how we target customers online.

Good marketing should always be a win-win. The consumer should win because they’re being provided with a relevant option for whatever it is they’re in the market for. The brand should win by meeting that need and by providing its product or service to the right audience, hopefully, at the right cost.

As someone who navigates both the world of marketing and consumerism, I’m noticing a worrying trend towards fewer, less relevant options presented across paid media platforms.

The algorithm isn’t always our friend

Let me give you an example. I was recently on a quest to find the perfect pair of shoes. Versatile enough for all seasons, suitable for both smart and casual attire, and durable for years to come. Alas, I’m still searching, and not just because I’m incredibly fussy.

My customer journey began the same as most, with a broad search on Google, and I was served a range of options from boots to sandals. Not quite right, but after navigating to the shopping tab, I found a few items closer to what I was picturing in my head.

After clicking on a few options from different brands and browsing their catalogues I still hadn’t found the dream pair, but I had at least narrowed down the style I was looking for. So I returned to Google and provided a bit more detail for my next search (long-tail searches do still exist), only to receive virtually the same list of items in the carousel as before.

The results were pretty much exclusively from the three brands that I just visited. For the following days and weeks, browsing across the web provided me with limited new suggestions. I was re-served the same items time and time again. A poor use of frequency capping is partly at fault here, but the crux of it is, my behaviour gave signals that I was interested in these items, and so the algorithms pushed hell for leather to get me to convert.

I sympathize with these brands, and advertisers in general, who face similar challenges. With a shift towards larger audience definitions and a heavier reliance on machine automation, they’re a little at the mercy of the algorithms to distinguish who is the right customer.

How to identify the most likely customers

So what can we do to help differentiate between a person who clicks a visual ad of a product, engages with the website and decides the product isn’t quite right for them, versus a person who clicks a visual ad of the product, engages with the website and then decides that while they most likely will buy, they first want to compare prices elsewhere and wait for payday?

It ultimately comes down to developing a better understanding of the behaviour and psychology of your consumers. There are often more reasons not to buy something than there are to buy it, so we must begin to dig much deeper.

It starts with research. Understanding consumer behaviour to uncover the ’why’ behind the engagement – as well as the ’why not’. Is it to do with affordability, a lack of urgency, or too much choice? Or is it down to concerns over compromise, distraction, likeability, trust, principles, ethics… and so much more? The list of conscious and subconscious reasons for not proceeding can be many and varied.

Behavioural insight often starts with old-fashioned methods, like actually talking to people. Focus groups, surveys and questionnaires are often seen as archaic to digital-first businesses, but they will provide the insights that will help you identify where to begin looking within the data.

Don’t chase every would-be buyer

We have to measure in different ways than before. Parsing small but significant signals of consumer intent, such as attention mapping, engagement depth, dwell time, and frequency of interaction, will help to build a clearer picture between a genuinely interested buyer and a passer-by.

By identifying and excluding those who have shown signals of dis-intent, we’re able to better place our energy into more qualified customers, while the same data informs how we adapt our customer journeys to capitalize on the ‘likely buyers’.

We ultimately need to be better at understanding our customers’ wants and needs. And a key part of this is knowing when to pursue them, and when to let them go. Algorithms have made it harder to do the latter, as they miss the context and the cognitive reasoning in the mind of the decision-maker.

Those are the gaps we need to fill, and it’s the combination of blending behavioural insights with your machine learning tools that will not only help the marketer become more effective with their advertising spend, but also help bring back the relevancy to the consumer.

Like I said – win, win.

Feature Image Credit: Remy Gieling via Unsplash

By Mike Wickham

Sourced from The Drum