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Check these effective ways for successful YouTube Marketing!

Making a YouTube channel is a child’s play. Nowadays, almost every other person has a YouTube channel. However, using the correct tools and methodology to market the content is not everyone’s cup of tea. Thus, to buy YouTube views and buy YouTube subscribers, you must seriously consider to up your game in the YouTube marketing field.

Read on the five secrets about successful YouTube marketing that every YouTuber should have on their fingertips.

Advertisements

Advertising on YouTube is often ignored and not valued. However, that is one huge mistake you do not want to be making as a YouTuber. Advertising on YouTube can make you reach a greater number of views and gain more subscribers.

There are four types: in-stream, in-search, in-slate, in-display. With the help of these options, you can curate your content and put it on display regarding contextual keywords, demographics, video interests, etc. YouTube advertisements will help you determine where which type of content is fruitful. For instance, if your channel is about cooking, your videos that deal with rice and noodles will work better in the Asian subcontinent than in the Western countries. Thus, this is one way to market and promote your content to the right audience. Do keep in mind, that YouTube advertising works best when integrated with a strategic video. However, that is not necessarily important.

Social Media Promotion

To increase engagement on your YouTube channel and your views, sharing your YouTube content on other social media platforms is the best way to go! Creating a strong social media presence be it Twitter, Instagram or Facebook can go a long way to make your life as a content creator easy. Moreover, YouTube makes it all the easier to share videos on other social media sites. All you need to do is just click on the “share” icon underneath your video and choose your desired platform. You can also add your YouTube channel’s link or recent YouTube video’s link to your profile bio. This way you can attract potential subscribers from other platforms apart from YouTube.

However, when you promote your YouTube content on social media, make sure it is attractive and interesting. Do not just let people scroll past your content by simply announcing your new video. Make sure you promote it, by talking about it. You can even prepare small teasers to release on social media platforms to attract people to your YouTube videos.

Call-to-Action Overlay

Call-to-Action overlay works as a tool that helps you to brand your YouTube videos. The CTA overlay helps you to direct your crowd over what would interest them on your channel. For example, if you run a Fashion & Beauty channel and someone who is watching a makeup tutorial on your channel is a likely audience who would want to watch makeup product reviews instead of fashion trends. With the presence of a CTA button, you can put in a display URL in the video that will lead them to another video of their liking. Call-to-Action is the literal button that can help you tell your audience what to do next.

Therefore, it is important to include the CTA in every video. You can avail of this feature by clicking on the “info and settings” and the Call-To-Action overlay appears. CTAs have become the open secret of every successful YouTube channel. Using a CTA is just as important as asking people to subscribe to your channel by the end or beginning of every video. Hence, missing out on this feature is a big mistake.

Video title, description & thumbnail

The ABC of marketing your video successfully and organically on YouTube is to optimize your video title and description and create an alluring thumbnail. YouTube is a platform that has 50 videos on the same topic, so why should someone decide to watch your video over the others? This deciding factor hugely lies in what you write in your headline, how precisely you describe your video and how attractive is your thumbnail looks. Thus, it is crucial to construct all these based on the intent of the viewers.

The best way to do it is to use Google. Just type in the keywords that describe your video and look at the sponsored ads that appear. These videos are the ones that are the most popular and they are ones whose titles and descriptions will help you build a similar one for your video. Furthermore, for building quality thumbnail applications like Canva are the best pick. Make sure that your thumbnail correctly represents your video content.

Put yourself out there!

The prime way to attract people to your YouTube channel is to put yourself out there. People love watching videos with real faces in them compared to the ones that only use camera rolls and voice overs. Even when your content doesn’t need you specifically to introduce yourself to people, still take the first 10 seconds of your video and introduce yourself in person and ask people to subscribe to your channel. Additionally, you can also collaborate with YouTubers and feature them in your video and increase your views.

You need to build a community of engaged users and regularly put out your content. On top of that using these five brilliant ways of YouTube marketing can give your channel the boost it has been waiting for.

Sourced from INFLUENCIVE

By Hal Koss

Some think we’ve already reached peak newsletter, but signing up for a few more couldn’t possibly hurt, right? Especially if they help you save time or do your job better.

So we rounded up some of the best newsletters that marketers should consider subscribing to right now — whether they want to get inspired, stay on top of industry news or gain actionable insights from colleagues in the trenches.

The best part? All of them are free (or have a free version, at least).

This list is by no means exhaustive — and not every entry is applicable to every kind of marketer — but it should offer a solid starting point.

2PM

About: 2PM’s newsletter provides curation, summary and analysis of the most important stories at the intersection of media and commerce. It also includes original essays and data insights by Web Smith, an investor and advisor of several companies.

Audience: 2PM says it’s for “deep generalists and the intellectually curious.” Start-up founders (especially those in e-commerce), brand marketers and brand strategists would like it.

Frequency: Once a week for regular subscribers, three times a week for paying members.

Sample: No. 390: Enter MrBeast

The B2B Bite

About: Jason Bradwell is on a mission to change the way people think about B2B marketing. It doesn’t have to be boring or buttoned-up, declares his newsletter’s about page. He proves it by curating and breaking down a few stories each week meant to inspire B2B marketers.

Audience: B2B marketers and startup leaders.

Frequency: Weekly.

Sample: Why Every B2B Org Should Be Selling T-Shirts

BrandStreet

About: If you’re trying to grow your brand into a household name, BrandStreet offers a community to guide you on that path. Readers can subscribe to its weekly email, which rounds up several items “to help you build smarter and better,” along with its two additional newsletters, one from each of its co-founders, communications veterans Ari Lewis and Chris Berry.

Audience: Anyone building a brand through earned media, content marketing and social media.

Frequency: Weekly.

Sample: The articles on BrandStreet’s site provide a taste of its point of view.

The Brief

About: The Brief provides a quick-to-read digest of the day’s most essential stories about digital marketing, strategy and social media. It’s written by Junction, a digital strategy agency, and hits inboxes every Monday to help readers start their weeks up to date with industry news.

Audience: Marketers who want to keep up with news and trends.

Frequency: Weekly.

Sample: Subscribe to read.

Chantelle’s Marketing Newsletter

About: Written by marketing strategist Chantelle Marcelle, this newsletter spotlights emerging ideas and trends, curates interesting marketing articles and surfaces research and case studies that marketers should be paying attention to.

Audience: Brand marketers.

Frequency: Weekly.

Sample: Subscribe to read.

The Daily Carnage

About: If you want to start each morning with a quick read that curates a handful of the biggest marketing headlines of the day, you’ll want to check out The Daily Carnage. It also includes a shot of analysis and fun stuff, like a vintage ad and a quote of the day.

Audience: Marketing leaders, people who open too many browser tabs.

Frequency: Daily.

Sample: One Condiment to Rule Them All

First 1000

About: This one’s niche. Each issue explains how a different tech start-up got its first thousand customers, providing a quick history lesson on companies like Snapchat, Doordash and Etsy, and the various marketing strategies they employed to grow into success stories. Much more fun than Wikipedia.

Audience: Startup founders, growth marketers, brand builders.

Frequency: Weekly.

Sample: Spotify

Geekout

About: Whether you run your company’s social media strategy or just want to keep up with the latest Facebook or Twitter news, Geekout provides a weekly digest to keep you in the know. It’s written by Matt Navara, a social media strategist, and he provides original, succinct analysis in every issue.

Audience: Social media marketers.

Frequency: Weekly.

Sample: TikTok Needs to Stop Doing This

ReadShould Your B2B Company Start a Podcast?

The Growth Newsletter by Demand Curve

About: This newsletter curates marketing insights and growth tactics from members of the Demand Curve community, which is made up of growth marketers and start-up founders. Each issue is bite-sized, actionable and features new voices from people in the trenches.

Audience: Startup founders and growth marketers.

Frequency: Twice a month.

Sample: The Growth Newsletter — #010

Lenny’s Newsletter

About: Lenny Rachitsky, previously a growth product manager at Airbnb, writes a weekly advice column for leaders in tech. He addresses reader questions and shares his perspective on topics like growth, product and people management.

Audience: Growth marketers, product managers, start-up founders.

Frequency: Weekly (paid) or monthly (free).

Sample: How to Kickstart and Scale a Marketplace Business

Market Mix

About: If you’re a current — or aspiring — marketer in the cryptocurrency space, Market Mix is aimed squarely at you. Brad Michelson’s newsletter tackles subjects such as brand building, performance marketing and influencer strategy — all written by someone who’s helped build fintech and crypto brands.

Audience: Marketers in crypto and fintech.

Frequency: Weekly.

Sample: Referrals Are the Ultimate Growth Hack for Crypto Marketers

Marketing Brew

About: Written with the trademark smirk of its parent newsletter, Morning Brew, this thrice-weekly newsletter highlights the biggest news items in the advertising and marketing world — along with fly-by commentary and big-picture context — to help busy marketers stay oriented in a fast-moving industry.

Audience: Marketing and advertising professionals, especially those who are Millennials or Gen Z.

Frequency: Three times a week.

Sample: The Driest January

The Marketing Mind Meld

About: Marketing is really all about tapping into human psychology, which is why The Marketing Mind Meld explores the relationship between human behavior and successful marketing. Written by growth marketer Kushaan Shah, the newsletter answers questions like what makes memes sticky, and how scents can influence what we buy.

Audience: Brand marketers, curious people.

Frequency: About every week or so.

Sample: #21: What Can Pollination Teach Us About Branding?

Raisin Bread

About: This newsletter, “baked” by freelance marketer network MarketerHire, curates relevant news, discusses up-and-coming trends and features exclusive Q&As and interviews with some of marketing’s top leaders, such as Cameo’s Greg Caplan and ShipBob’s Casey Armstrong.

Audience: Brand marketers.

Frequency: Weekly.

Sample: Mafia Marketing

#SEOFOMO

About: Whether you’re a newcomer to SEO or a veteran who likes to keep up with ever-evolving best practices, this newsletter offers resources and tools designed to help build out your skills. It also includes an SEO job board if you’re looking for a change of scenery or trying to break into the industry.

Audience: SEOs and digital marketers.

Frequency: Weekly.

Sample: Subscribe to read.

The Sociology of Business

About: Written by executive strategist Ana Andjelic, the Sociology of Business is intended to help marketers see the big picture over time, rather than give them tips and tricks to start using today. Each issue explores new consumer trends and evolving tastes, and how brands can keep up and position themselves for success.

Audience: Brand strategists, culture observers.

Frequency: About three times a month.

Sample: The Taste Map

This Week in AdTech

About: Adtech is a notoriously confusing and rapidly changing industry. This newsletter, from Canadian adtech consultancy AdProfs, attempts to make it just a little bit easier to keep up. Each week, it rounds up and summarizes relevant articles.

Audience: The busy ad tech professional.

Frequency: Weekly.

Sample: Subscribe to read.

Total Annarchy

About: This newsletter, written by Ann Handley of MarketingProfs, is written in the style of an old-fashioned, snail-mail letter: It’s personal, voicey and reads like it’s actually addressed to you. It’s also full of marketing and writing insights from someone with decades of experience.

Audience: Brand storytellers and copywriters.

Frequency: Every other week.

Sample: Brand Storytelling Template; My 2 Proven Ways to Increase Open, Click Rates

VeryGoodCopy

About: Leave it to a copywriting newsletter to be extremely compact yet still effective enough that you learn something every time you read it. VeryGoodCopy provides short articles dispensing nuggets of copywriting wisdom and occasional interviews with successful marketers and writers.

Audience: Copywriters and content marketers.

Frequency: Weekly.

Sample: Subscribe to read.

Feature Image Credit: Shutterstock

By Hal Koss

Sourced from builtin

By Lauren McNutt

In the coming year, expect micro-influencers to flourish, social causes to drive the conversation and content developers to test out new platforms.

As the new decade is upon us, many brands are analyzing the way they connect with consumers. Influencer marketing has always been a compelling strategy and now there are new opportunities PR and marketing experts should be aware of in 2021.

The latest updates to Instagram’s Branded Content Tool offers advertisers new opportunities to partner with influencers and utilize their content. That’s just the tip of the iceberg, though, when it comes to influencer marketing.

Here are five predictions for the future of this growing field in 2021:

1. Micro and nano influencers will steal spend from macro influencers.

At a lower price point, micro- and nano-influencers allow brands the opportunity to have dozens of diverse content studios without breaking the bank. Plus, with boosting capabilities advertisers can target influencer content to strategically reach the desired audience.

Influencer content should not live in a silo (and branded content advancements make sure it doesn’t), thus allowing brands the opportunity to have a stronger ROI from influencer partnerships.  Also, from an organic reach perspective, micro- and nano-influencers typically generate a higher engagement rate thanks to carefully curated audiences. Their followers frequently engage with their content and often turn to them as trusted resources.

2. Authenticity reigns supreme.

We’ve been shouting for years to carefully select influencers who already—or would naturally—talk about our clients. In 2021, this will be more important than ever as influencers are under microscopes from their followers, trolls and keyboard warriors alike. To avoid going viral for the wrong reasons, authenticity will be even more important in 2021.

3. Taking a stand is essential.

This came to the forefront throughout 2020 and it is not going away any time soon. Consumers are demanding both brands and influencers take a stand when it comes to social issues.

Take John Legend, the popular musical artist who has used his platform in recent years to inform followers of things like voter registration guides. On the flip side, many influencers are carefully examining the brands they work with to see if they are taking a stand on social issues before agreeing to work with them. Expect consumers and influencers to demand action in 2021, and brands should be ready to deliver.

4. Representation gets a closer look.

While the influencer space might have started with mommy bloggers, it has evolved to include a diverse range of people, backgrounds and subjects. After a year that saw the Black Lives Matter movement propelled into the spotlight and white influencers sharing the mic and their platforms with people of color, PR pros can expect this to be the norm moving forward. Marketers will be taking a good hard look at influencer rosters to ensure it equally represents their diverse consumer segment, and brands must be inclusive in their influencer selection, if they weren’t already, moving forward.

5. Influencers will test new platforms.

With TikTok taking off in 2020, it became clear that people are using apps now more than ever for social entertainment. Consumers are looking for a place to escape with content that is engaging and light-hearted, which can be seen particularly through video.

Plus, the most popular TikToks, Reels or Stories are not fully produced, but instead offer authentic, real-time entertainment. Once this new style of relatable content goes fully mainstream, marketers and influencers will test it on various channels. Something might resonate more on IGTV vs. TikTok, so marketers shouldn’t be afraid to dabble on different platforms to maximize their investment.

Expect influencer content to also expand beyond social media channels (pre-roll, digital ads, etc.) as short-form video continues to spike in popularity.

As you harness the opportunities within these predictions, continue to customize your influencer plans with an extensive vetting process and tailored messaging.

By Lauren McNutt

Lauren McNutt is senior director of word-of-mouth marketing at Empower.

Sourced from Ragan’s PR Daily

By

Almost three-quarters of chief marketing officers (CMOs) expect their role to change as a consequence of the global pandemic, according to a survey of 300 senior executives conducted by LinkedIn.

The report found that 58% believe they will have to devote more time towards employer branding, internal communications and learning and development as priorities change.

The evolution of the CMO role

  • A survey of over 300 executives, authored by the business networking platform, found that a majority of CMOs expect to increase reliance on data and technology.
  • On top of this, 48% expect to wield greater influence in the boardroom as their roles evolve
  • The need for greater agility emerged as a fault line between respondents, with 87% pointing to the need for greater fleet-footedness to navigate the recession as 60% fret that agility is being favoured at the expense of strategy.
  • Tom Pepper, head of marketing solutions at LinkedIn UK, Ireland and Israel, commented: “Covid-19 has caused severe business turbulence and CMOs have been called upon to navigate the challenges ahead and fuel the return to growth.“

Marketers turn to tech to close the skills gap

  • Addressing the need for training to equip businesses with the skills they need, Pepper added: “CMOs have always required a diverse skill set, but it appears they’ll be taking on even more responsibilities in 2021. Upskilling will be an important focus for CMOs this year as they look to redeploy employees and plug potential skills gaps, but the savviest will also know when to bring in extra talent.”
  • LinkedIn’s prognosis finds echo in a CMO Council survey from last week, which established that 70% of marketers were embracing automation as the key to higher efficiency.
  • Marketers are in a race to improve ROI, efficiency and revenue optimization by leveraging the potential of digital marketing and customer data to drive engagement.
  • This digital drive is driven by a rise in marketing spend, which is expected to gain ground throughout 2021 as sentiments brighten with 65% expecting to loosen the purse strings this year according to the same report.
  • Despite widespread uncertainty, a scant 10% of CMOs are preparing to implement further cuts and 24% are holding out until the mists clear.

By

Sourced from The Drum

By .

Nothing beats the thrill of watching live sporting events unfold. Those impossible acts, the surprise results and glorious victories – there is nothing else like it. Sport is emotional, it is engaging and it has the power to unify.

There is a huge global appetite for sport and, after the Covid-19 pandemic forced many spectator sports to shut down for much of 2020, fans became hungrier than ever for the excitement of live events.

While many rescheduled tent-pole sports events are due to take place over 2021, all eyes will be on the Tokyo Summer Olympics, set to launch on 23 July. Although organisers are working tirelessly to ensure the Games go ahead, there is still a real possibility that fans will be unable to attend in person.

For brands, this presents the challenge of connecting with fans without them being physically in the stadium. However, it also creates new opportunities for brands to engage fans at home and enhance their mobile and digital experience.

Without a doubt, it will be a different experience for sports fans, but new viewing patterns and behaviours were already evolving. Live sports broadcasting is being disrupted by digital devices and online platforms, meaning it is no longer a linear TV experience.

This change was already apparent in the viewing figures for the 2016 Summer Games in Rio de Janeiro, where 3.2 billion people watched on a combination of TV and digital devices. Today, according to the research firm GlobalWebIndex’s (GWI) data from Q3 2020, 54% of global sports fans watch coverage or highlights online.

Digital viewing for the Olympics Games has been soaring since Beijing in 2008. According to e-Marketer’s Sports OTT Landscape report from January 2019, it was expected to hit new heights in 2020 with video views predicted to top 3.5bn. TV views were projected at around the 3bn mark.

Fans are also taking their conversations online as highlighted by GWI (Q3 2020) showing that two-thirds of sports fan use social media while watching TV. With duel-screening now almost universal, brands should note that mobile sports consumption is increasing multi-faceted. According to Facebook data, there are 700 million sports fans on Facebook and 400 million fans on Instagram.

The 2016 Summer Games in Rio also demonstrated how the behaviour of sports fans is changing. Facebook saw 1.5bn interactions during the games from 277 million unique users, while Instagram registered 916m interactions from 131 million unique users. The last Football World Cup generated 5.3bn interactions.

More than half of viewers are also chatting with friends via platforms such as WhatsApp sharing key sporting moments, while a third is reading the news, playing games or searching for products related to what they are watching. What does this mean for marketers, particularly sponsors?

Sports sponsorship has long been big business for brands, offering a vast, often international, reach, and a culturally relevant audience. According to the research and data company Kantar, sports sponsorship will account for 10% of all global advertising spend in 2021, hitting nearly $50bn.

Tracking the performance of those campaigns and measuring success has always proved tricky for brands. At the same time, sponsorship properties have often only been available on long-term contracts. It is no surprise then that Kantar research also found that 44% of marketers believe sponsorship is the least understood media channel in terms of return on investment.

However, digital and online platforms, such as Facebook and Instagram, are turning the sponsorship model on its head. The opportunities for bespoke content and agile and trackable campaigns allow brands to target their campaigns more accurately and assess their success more quickly.

Andy Childs of Facebook’s Central Europe Connection Planning unit explains: “Sports sponsorship is in transition, with brands all vying for consumer share of mind and share of wallet. With our platform and analytics, Facebook and Instagram offer brands a unique opportunity to grow – to reach mass audiences, enhance the fan experience, trigger relevant purchases and importantly measure the business impact of sport sponsorship.“

It means not only are brands seeking shorter, more targeted sponsorship opportunities than are the market norm, but there are more ways for non-sponsoring brands to get involved in tent-pole sporting events.

With more opportunities for brands to get involved in the 2021 Summer Games, the need for creative campaigns that cut through the noise will be more critical than ever. To do this, marketers should consider these creative thought starters:

Amplify brand association

A brand should develop a meaningful link with its chosen sports event among its audience, and cut through the clutter by demonstrating its interest and reason for getting involved with the sport. Where fans are aware of the link between sponsor and property, there is a 30% uplift in commercial effects compared to where fans are unaware of the correct linkage.*

It is vital to identify a different emotional space to other sponsors, particularly close competitors, while also targeting a broad audience with content such as snackable video. Use in-stream advertising to build a stronger association.

Enhance the fan experience

To reinforce the connection between the brand and the event, offer fans something exclusive or innovative that enriches and deepens that emotional connection. Where fans are aware of the linkage and further believe that there is benefit to the property and to the fan experience (arising from the sponsorship), there is a 71% uplift in commercial effects.*

Meanwhile, offer fans a 24/7 experience through branded content and increase relevance through contextual and geo-targeting. Sponsors can also seek to augment and gamify sports consumption.

Trigger consumption opportunities

The third way to grow with sports is through sales – generating a commercial return is the most important overall objective for sponsors or non-sponsors alike. The best way is to Integrate a brand’s product or service into the fabric or experience of the event. By focusing on products connected to an event that are a natural fit or can be enjoyed during the event. Campaigns should promote relevant products or services at relevant moments, including athlete participation, home matches or weather triggers. This strategy will help improve understanding of sports event ROI.

The whole sports community from the fans and sportspeople, athletes and teams through to leagues and associations, media and influencers to advertisers and brands have all embraced this brave new world of sports. It is an evolution that has the potential to enrich the experience for everyone.

Even when fans are allowed to return to live sports events, online platforms and brands will continue to enhance and build on that experience. The potential, the reach and the creativity that online platforms can offer are only beginning to be realised.

* Professor Tony Meenaghan, Jamie Macken and Mark Nolan, Core Ireland, 2018

By

Sourced from The Drum

By Lydia Vargo

“What is the difference between branding, marketing and PR, anyway?” People regularly ask me this question, and although the lines have been blurred in recent years, there is an easy way to differentiate between the three:

Branding: Who am I?

Marketing: What am I telling my customers about myself? (This could be through ads, bulletin boards and marketing materials.)

PR: What are other trusted sources saying about me?

Although all elements are key to securing brand success, I’ve found that the one that speaks the loudest to those looking to invest in your brand (like a customer, retailer or investor) is a third-party endorsement. That includes awards, testimonies, a genuine social community and press. In other words: PR.

Although branding is the foundation of any company, people confuse marketing and PR the most and frequently question their purpose.

Large enterprises are often guilty of siloing PR and marketing teams, which makes it more difficult to unify the brand’s real message. That is why PR and marketing have to work together using a holistic approach that keeps both teams on the same page. When done right, the synergy between PR and marketing can give your brand a lot of horsepower.

The digital world makes the differences between PR and marketing less clear; however, there are two sides to every coin, and they need to coexist in order to build a balanced and longstanding business.

The Differences Between PR And Marketing

So, how is PR different from marketing? It comes down to three major points.

1. Press Versus Consumer Relationships

Traditionally, PR was about forming relationships with journalists and media outlets. Marketing, on the other hand, focused more on product promotion, ads and a brand’s relationship with shoppers.

But we have to keep in mind that PR has evolved quite a lot over time. It’s not uncommon for a PR team to oversee influencer marketing, social media and customer-facing content. This is where PR and branding teams tend to overlap and need to collaborate.

2. Reach

Marketing is the art of creating an identity: It’s your logo and colors, as well as the mood and feeling behind your brand. Good branding, however, can’t bring in customers by itself.

PR is where brands actually increase their reach by putting the product or service in the hands of their consumers with well-placed messaging. In an ideal world, branding and the way you market yourself attracts customers to you. PR, on the other hand, entices them to stay.

3. Identity Versus Perception

Marketing creates your business’s identity, but PR shapes public perception of that identity. When you need to create, maintain and protect your perception in the public eye, it’s PR you need.

Three Ways PR And Marketing Should Work Together

PR and marketing are separate disciplines that often bleed together. But good PR can give a big boost to marketing, remove obstacles and solidify your presence in the market.

Even if you’re a small business, you can create a strong, unique brand with a little help from PR. Score more coverage, amplify your efforts and spend very little money doing it with these three brand-boosting PR strategies.

1. Audience Amplification

Who are you speaking to? Audience is everything when you’re trying to make a name for yourself, and who you’re engaging with matters. Your audience should dictate everything from your content format to your language choices.

Your marketing is your message; PR gives your story a stage, a microphone and “puts butts in the seats.”

Your PR strategy should ensure your brand stands out to the right people in the right place. It is the foundation that the brand is built on and the reputation that makes you proud and trusted.

2. Perception And Image

You’ve created a brand, but how do your customers really feel about your brand identity? After all, there’s a reason why some shoppers adore brands like Trader Joe’s and feel lukewarm about big box stores.

Your PR should tell the right story — the one that showcases your values and sets the right tone with shoppers. Instead of crossing your fingers and hoping your audience loves your brand, create a PR strategy that gives you more influence over your place in the market with powerful storytelling.

3. Brand Authority

Authority is hard to measure, but it’s still incredibly important. Make sure your PR strategy boosts the authority behind your brand. It should establish you as a thought leader and trusted investment.

Marketing alone isn’t necessarily strategic and thoughtful. PR, however, is all about strategy and creating a communication plan and playbook to grow your influence methodically. Brand authority will not only net you more press and boost trust with shoppers, but it can also prevent image issues before they happen.

The Bottom Line

PR and marketing make it possible for businesses of all sizes to compete in a dog-eat-dog world. While marketing makes your identity and values clear, you still need a solid PR strategy behind it to boost your influence. Understand the three ways branding and PR should work together so you can forge a positive image in the public’s mind from the start.

Feature Image Credit: Getty

By Lydia Vargo

Lydia is a key contributor to brands’ ongoing success as VP of Global Strategic Accounts at ChicExecs. Read Lydia Vargo’s full executive profile here.

Sourced from Forbes

By

We ask readers of The Drum from brands, agencies and everything in between for their advice on real problems facing today’s marketing practitioners.

Since the first lockdowns of last year, self-improvement projects have seen many of those liberated from their commute pick up new tricks. But while many were trying their hand at breadmaking or portrait-painting, time away from the hubbub of the office has made it harder to keep professional skills as sharp. And efforts to train and develop staff at agencies and brands face many more hurdles when delivered remotely.

So, with working-from-home the comfy default for many more months yet, how have marketing leaders worked to keep their team‘s skills from getting dull?

How do you solve a problem like staff skills going rusty away from the office?

Tamara Littleton, chief executive officer, The Social Element

When lockdown #1 first hit, we were all in ‘coping’ mode and learning took a backseat as we made sure morale and day-to-day work were sustained. As ‘temporary lockdown’ has transformed into a new way of life, we have made sure there’s still ways to learn.

One such route for us has been through virtual roleplay with actors so the team refresh their people skills in new and varying situations (we can all admit to feeling like we haven’t flexed this muscle enough). In this way, we try to create the elusive ‘osmosis’ learning so important in early careers simply by giving people practice.

Perri Grinberg, vice-president of human resources, Rapp

Agencies must advocate, and allow space for, self-guided learning, focused on industry and career related subjects that individual employees are most passionate about, and timed at their own pace.

Rapp has partnered with an online platform where our employees can access a variety of content from anywhere – flexibility has proven particularly valuable during this extended period of remote working. As a complement to this foundational layer of always-on, we’ve crafted content, personal training, or partnered with vendors and experts for webinars focused on development in areas such as DE&I and detecting and tackling unconscious bias, working remotely, empathetic leadership and overall wellbeing.

Feedback that we historically heard from our employees is that they want to attend training, but just don’t have the time. We’ve seen that, when the time is available, employees are more eager than ever to focus on their own development.

Victoria James, director, Great State

Apart from internal training around resilience, line management and productivity, we wanted to combat screen fatigue, which often leads to decreased mood and performance. So, we started learning book clubs with physical or audio copies. It’s a mix of individual offline learning with collaborative online discussions that focus on team building and workshop actions.

Our personal development projects programme consists of short learning projects with dedicated R&D time for each employee, who develops a presentation to showcase. Everyone has access to LinkedIn Learning and can work independently or with their line manager to set up their own learning path. We also improved our mentoring program by connecting people who wouldn’t necessarily work together and have an action learning project for a three-month period. Additionally, we focused on wellness, bringing in external experts to talk on a range of topics like childcare and mindfulness, available for one-to-one individual support if needed.

What have we learnt? Our company thrives on contact, collaboration and growth – a lot of which happened naturally when we were all together in an office – but lockdown made us think differently about learning. By investing in our employees’ progression and development, engagement and productivity have risen.

Cathy Butler, chief executive officer, Organic

One lesson learned while being remote is to over-communicate via online tools. Weekly all-staff meetings via Zoom, using Teams for fun/messaging and Miro for co-creating together were the best ways to create bonds that best captured the camaraderie of being in the office.

We know empathy is also incredibly important in business, so we launched ’Everyday Leadership’, our EQ-skills development program, back in February. Its value was proven in spades during the pandemic. We also learned that small discussions, via small break out rooms, are really effective. They ensure that people are engaged and able to ask questions.

Teresa Fernandez-Ruiz, head of organisational development, Future

Agility and creativity are vital in this climate, where changes can be rapid and unexpected. Therefore, investing in our own talent has never been more important. We’ve created over 150 new roles across our editorial team and recently recruited 20 trainee news writers with no prior experience as part of our bespoke training programme.

The initiative needed quick restructuring when the first lockdown hit, from revamping day-long inductions into snappier half day meetings with plenty of breaks to introducing virtual icebreakers and breakout rooms to encourage online interaction. Supporting individuals to build a successful career in the digital media industry is vital, and ensuring new employees feel supported as well as learning the ropes remotely is crucial to our long-term success.

Sanka Kangudi, vice-president of talent experience and workplace innovation, Hivestack

Professional development is a top priority in the current climate due to its positive impact on employee attitude and wellbeing. I joined Hivestack after the first lockdown to ensure we continued to educate and motivate our staff as the business scaled globally.

With courses and events now online, training is more flexible and we can offer a variety of opportunities, whether through industry-led organisations or global online learning platforms. We always ask employees what they need and how they feel about these initiatives, to nurture a sense of trust and security. We encourage them to commit to individual learning goals and offer rewards to maintain motivation.

Amber R Zent, partner, vice-president and director of social media, Marcus Thomas

In the constantly evolving world of social media, it’s hard for even dedicated social practitioners to keep up. So each year we host a social media training event designed to share knowledge about what’s happening in the social space across our agency disciplines. We don’t expect everyone to become a social expert, but we believe fostering these exchanges makes the work better and makes us better counselors to our clients.

Due to coronavirus, we transitioned to a virtual bootcamp event where members of our social, analytics, media and production teams discussed everything from social commerce to virtual influencers in digestible 10-minute presentations – perfect for video conferences. This virtual format also allowed for easy recording and sharing of the information with our clients, so that they, too, could benefit directly from the valuable sessions.

Ginny Leigh Braun, director of creative operations, McKinney

When the virus hit, we were already remarkably busy, so adding an increased volume of work became a challenge for many employees and their families. Development opportunities needed to be frequently offered and bite-sized. Luckily, in 2019 we established a training series, ’Tap’, that allowed us to employ our amazing talent to host 30-minute trainings aimed at helping us better tap into agency resources across our North Carolina, New York and LA offices. Our teams adapted to new technology, honed skill sets, learned emerging trends and discovered more about their industry and company. These sessions are now an on-demand learning library and double as an orientation resource for new hires.

Sophie Vale, HR and talent director, Zeal Creative

When we set up in our home offices and kitchen tables, there were a few weeks where we all rode the wave of productivity. This was fantastic – no commute, no distractions, no conversations. Until we realised that conversations are the lifeblood of Zeal’s culture. Too much time alone means that work and effort may go unseen, and development appears to have been halted. As a leadership team, our focus quickly turned to not just maintaining the day-to-day, but working out how we drive forward, with three key themes.

We prioritised onboarding to make sure that everyone felt part of the real team from day one. Setting Zeal-ers up for success was even more important. We stayed closer to everyone, no matter their seniority. We scheduled meetings for them, entrusting the team to make them happen, and held regular check-ins. We’re also updating our up-front information, so that new starters can read everything about our culture and practices at their convenience.

Secondly, we overhauled our performance process – leaders now hold career conversations with their teams every 12 weeks. These are future focused, easy and quick to prepare. We then look at themes and individual needs to decide where to focus energy and development budget. Finally, we enlisted brilliant partners to work on our people’s mental toughness, giving them the tools they needed to thrive in lockdown and a post-coronavirus world. Through one-on-one sessions, workshops and action learning groups, individuals are held accountable to do, rather than just listen.

Ron Edwards, global head of commercial development, learning and development, Technicolor

To support development and enable remote learning, we launched virtual academies and provided cross training and upskilling across studios. We’ve re-engineered our onboarding courses to support learning from home so new hires can start practicing and working without having to be in a physical studio, and we now have an end-to-end remote learning and working culture globally.

Lessons we’ve learned along the way include recording live virtual sessions so people can review if needed or they missed a session in a series, and to ensure engagement and understanding by having instructors do virtual ‘rounds’ formally so questions get answered that might not get asked in a virtual class.

Tim Duncan, founder, TDC PR

Maintaining a training programme throughout lockdown has required both flexibility and creativity. For our juniors in particular, not being in the office has removed a whole layer of learning that would happen through osmosis – hearing the leadership team on the phone, wrestling with client challenges over a cuppa, all of which can’t be replicated over Slack or Zoom.

To compensate, we’ve created a much more fluid internal training system that can respond to on the ground needs on a week-to-week basis. Led by different team members each time, it’s also a great way to celebrate excellent work or insight within the company – if someone has done something well, why not share that knowledge immediately? This has helped plug the gap of informal office learning, and supports our existing investment in formal training programmes run by the likes of the PRCA.

Lori Meakin, founder, Joint

After those early weeks in survival mode, helping our people grow and thrive despite lockdown became essential. That meant adapting principles that drive our culture in ‘normal’ times.

Like pooling knowledge. From sharing tips on how to get the best out of Google hangouts when running a 25-person creative workshop, to sharing insights and inspiration.

Making time for learning and growing matters, so everyone should protect time in diaries to take advantage of webinars and formal training that’s shifted online.

Most of all, we keep encouraging different perspectives, actively working to avoid unconscious biases and grow diversity of thought and experience.

By

Sourced from The Drum

Sourced from IssueWire

Jeremy McGilvrey Gives Tips for How Small Business Owners Can Grow Their Customer Base with Email Marketin

If you’re among those who think that email marketing is past its prime, then think again. Contrary to popular belief, email marketing is still one of the most successful digital marketing strategies used by companies such as Amazon and HubSpot.

Statistics have revealed email marketing is a lot more successful than SEO, paid search (PPC), social media marketing, and affiliate marketing.

Many successful small business owners use email marketing to grow their customer base. You can either choose to outsource your email marketing or select a staff member to execute it for you.

With the right techniques and the correct use of the data, you can achieve success with email marketing. Let’s dive into some tried and tested email marketing strategies.

I’ll also discuss how these methods can drive leads to your small business.

3 Email Marketing Strategies:

Some businesses are unable to succeed with email marketing because of their lack of segmentation. Segmentation allows businesses to put different customers and prospects into different categories and send email messages that are tailored to their subscribers. When you segment your email list you exponentially increase your odds at succeeding with email marketing.

Segmentation can provide benefits of email marketing as it allows you to create more targeted campaigns for audiences in different phases of their consumer cycle.

According to HubSpot, segmentation works wonders as email marketing KPIs work better when segmented.

Let’s look at an example to understand this better. An email with the same subject line and the same content sent to two different groups (different consumer cycle phases) will result in different outcomes. That is why it is important to segment your mailing list and then create email marketing campaigns that target each list individually to get better results.

  • Personalized Messages

For a consumer named Tom, an email starting with Hey customer and an email with Hey Tom is going to resonate differently. A carefully curated email will give the consumer the right impression. Make them feel that you care about them and that they aren’t receiving randomly generated emails.

Amazon uses this strategy, and the success of the company is in itself is evidence of the success of personalized messaging.

According to Experian marketing services, personalized emails have a 6X higher transaction rate, but 70% of brands fail to use them. This is where many businesses don’t properly gauge the importance of personalized email and gain a competitive advantage over their competitors.

Additional research I discovered stated personalized emails can result in a higher ROI, up to $20 for every $1 invested. As I’ve mentioned above, the most basic yet easy route to email personalization is to address the reader by their given name. You can request the first name in your opt-ins to gain this information and start doing something that 70% of the brands aren’t – using personalized emails.

  • Automated Email Campaigns

With a high number of subscribers to your mailing list, automation becomes a necessity. Knowing when to automate your email campaigns is going to give you an edge over others. The most basic form of automated emails are confirmation emails or welcome or thank you emails.

These are also more commonly known as trigger emails. Interestingly, research shows that trigger emails perform much better than traditional emails. These emails have higher open-rates when compared with conventional emails. Forrester reports that trigger emails-based email marketing strategies can generate 4 times more revenue and 18 times more profit.

Benefits of Email Marketing

I’ve shared some strategies that can be useful for creating effective email marketing campaigns. Now, let’s further solidify those strategies by stating the benefits of email marketing.

Email is still one of the most commonly used platforms of communication. Did you know that during the year 2020 alone, 306.4 billion emails were sent and received each day?

Add in the fact that there will be 4.3 billion email users in 2023. This staggering growth can be communicated as a growing benefit of email marketing as well.

Low Costs

One of the benefits of email marketing is its low costs. You don’t have to pay a premium to have your message appear on a billboard or in a magazine.

All you have to do is invest in software that will automate your emails and track and analyze the data gathered. However, the cost would be significantly less when compared with traditional marketing.

Effective and Easy Communication

Email marketing is your self-curated platform to communicate with your audience and engage with them.

This communication can also result in your targeted audience getting closer to your brand and becoming more loyal. It’s an easy way for your audience to keep in touch with you and stay updated with your latest updates and offers.

Targeted Messaging To the Right Audience

A good email marketing solution is a timely one. And with email marketing, not only can you reach your targeted audience with a personalized message but also target them at the right time.

Segmentation, as mentioned above, can prove to be beneficial in targeting the right audience. Add in the right timing, and your email marketing strategy is fool-proof.

Revenue Generation

The bottom-line of all marketing campaigns is to generate revenue for your company. Email marketing does that, and with lower costs. Add an excellent copywriter to your team and see your call to action resulting in significant revenue for your brand.

According to marketing week – for Virgin Airlines – email marketing was the second largest revenue driver for them after PPC.

Self-Promotion

Promotion is not an easy feat to achieve. That is why brands have to come with unique and new ways to keep promoting themselves. But self-promotion can easily be a part of an email marketing strategy.

It is undoubtedly a tried and tested method of reminding consumers of your presence. And with email marketing, you have a low-cost platform to do so.

Source : Jeremy Mcgilvrey Digital Marketing Services

Sourced from IssueWire

By

Though it got a good start in 2020, 2021 is the year branded content will truly come into its own according to Ottavio Nava, co-founder and chief executive at We Are Social Italy and Spain. To make a success of the medium, he says marketers should glean lessons from the likes of Ben & Jerry’s, Lavazza and Circles.Life.

Branded content reached new heights in 2020. Long seen as a valuable add-on to marketing campaigns, and particularly effective when combined with traditional paid-for models, we are at now seeing just how powerful the medium can be as a strategic brand building tool.

With all the smartest marketers paying attention, I feel safe predicting that 2021 is going to be a memorable year for this highly creative marketing technique.

The pandemic has forced more people then ever consume content digitally at home, which has let brand content has come into its own in recent months. This shift can be put down to the crisis accelerating a number of important on-going trends, just as much as it can be attributed to brands having access to a more captive audience.

Pre-2020, consumer habits were already changing as a result of the ubiquity of smartphones with content available to read, watch, listen to and interact with via a great choice of applications and in a wider array of different contexts than ever before. Brands, meanwhile, were seeking ways to engage in the face of declining engagement by many viewers in live TV advertising – just one result of growing fatigue with traditional media.

Both of these drivers have been significantly uplifted by behavioural changes spurred by Covid-19. People’s digital activity increased significantly, resulting in more eyeballs coming into contact with more brands online. In turn, this has cemented the increasingly central role branded content is now playing in the advertising ecosystem – a role which – when you consider how peripheral it once was – has now changed significantly and irreversibly.

Here are three lessons learned from those brands who have used branded content most effectively in recent months point to how branded content can, and will, evolve further.

The first is a mindset shift to creating content from the get-go to thrive in a more organic, long-term way, irrespective of platform or format. Ben & Jerry’s is a great example of this. It recently launched ’Who We Are: A Chronicle of Racism in America’ – a podcast series comprising six 30-minute episodes about white supremacy in America, developed in partnership with Vox Media.

The SuperSimpleStuff app for Pfizer, which uses a series of micro games where players can fight coronavirus while finding out the best ways to prevent the virus spreading, is just another example of creative content execution. It’s also proof impactive brand content doesn’t just mean video. Elsewhere, Australian mobile network Circles.Life recently paraded a 1.2m sculpture of a hand giving 2020 the middle finger around Sydney as part of its ’Unfuck 2020’ campaign; showing how paid-for content can be funny, engaging and generate organic headlines of its own.

The second lesson for brands is to think and create like entertainers by embracing the rules of publishers and media companies, instead of simply working to a marketing playbook.

Publishers understand who their audiences are and create a product for them. To make effective branded content, CMOs must do the same. The best marketers understand what kind of brand they have and what needs to happen for it to grow.

The ambition here is to create campaigns on the same level as the entertainment people consume, as we did for Lavazza with Coffee Defenders: A Path from Coca to Coffee, which tells the story of a Colombian farmer from a region devastated by civil war who turns land formerly used to cultivate cocaine into a coffee plantation.

This 30-minute video documentary blends the sustainability and communities work championed by the Lavazza Foundation with top entertainment production values. And it was distributed through a carefully considered strategy built to extend brand reach beyond TV ad audiences by focusing on long-form content platforms.

The third, and final, lesson for brand content’s further evolution lies in the growing use of the ‘creative newsroom’ – an approach that allows a brand to blend brand marketing needs with what’s happening in the world and in pop culture.

For our film for Barilla, The Roof Top Match with Roger Federer, a creative newsroom approach informed the idea of bringing together Roger Federer with two girls from a Ligurian village whose rooftop tennis matches during lockdown had become a viral phenomenon. It also shaped a creative strategy that allowed what happened next to naturally unfold, rather than attempting to control it.

These last two examples of successful branded content, in particular, obeyed another publishing rule. For as well as helping to generate profits and hitting KPIs, both – like the best brand content – add real and tangible value to their audience.

While much of 2020 is best left behind us, this revitalised approach to branded content is something that marketers should embrace longer term.

Feature Image Credit: Australian mobile network Circles. Life recently paraded a 1.2m sculpture of a hand giving 2020 the middle finger around Sydney 

By

Sourced from The Drum

By Kimberly A. Whitler

I typically ask executives to share annual predictions as we head into a new year. For 2021, I sought insight regarding how marketing will change after Covid. Below is their insight.

Brands will be expected to be clear on their values. Amy Vale, CMO at Dosh

“In 2021, vocalizing your values will no longer be the exception for brands, it will be the rule, and marketers need to be prepared to stretch their authenticity muscle. We have increasingly seen brands this past year speaking up for what they believe in — from showing their support for the Black Lives Matter movement, to companies encouraging their users to vote, to increased transparency on sustainability practices. Consumers are reaching a tipping point in voting with their dollars, holding brands accountable to higher ethical standards. However, marketers absolutely must balance communicating values while avoiding a tactless stunt, especially when supporting a cause. Any social impact initiative should have one or all of the three following pillars: money (are you putting forward a meaningful donation behind your support?), time (are your brand’s executives volunteering for this initiative?) and knowledge (helping to increase awareness of the initiative).”

Brands will focus even more on expanding customer lifetime value. Bernardo de Albergaria, CCO at Airship

“For the last few years, we as an industry have focused a lot of chatter on how B2B marketing has converged with B2C — it’s just as likely for Deloitte to have apps as it is Disney. Recently, the opposite is true, where the 1:1, data-based, account-based marketing that we have often seen in B2B is becoming a focus in B2C. Personalized, even individualized, digital interactions with customers have been everything in this pandemic — no matter whether they are consumers or businesses. In 2021 we will see a much stronger B2C marketing emphasis on contextual and relevant in-the-moment customer interactions and an overt shift to focus on expanding customer lifetime value — qualities that currently are more reminiscent of B2B.”

“In 2021, businesses that sell high-stakes goods or services (auto, insurance, home improvement, etc.) will invest more in their digital experiences, but will need to be extra thoughtful about how to permeate those experiences with human touch points to make a shopper’s online experience as seamless as possible. Like many shopping behaviors, making high-stakes purchases has moved online for most consumers during COVID, despite the complexity of these purchases. What’s more, 46% of shoppers are likely to continue making these purchases online, even after stores open up widely. However, high-stakes purchases still rely heavily on human interaction. With this in mind, the most successful high-consideration business will be those that give online shoppers access to expert assistance via phone or live chat exactly when they need it — not before or after — and equip their sales reps with the data they need to provide a world-class human / automation hybrid experience.”

Brands should focus on authentic, data-driven storytelling. Scott Holden, CMO at ThoughtSpot

“The COVID-19 crisis has put pressure on every marketer’s budget. So it’s critical we shift our focus to only the most pressing needs of our customers. Now more than ever, storytelling is critical for linking the value of your product to the challenges your customers are facing. But it must be done authentically and supported by data. In this environment, you can’t make up a narrative and hunt for data to justify it. With COVID-19, data is changing so fast, we must use it to lead and shape our narratives from the outset. Every person on the frontlines of your company, whether a marketing manager, account exec, or sales engineer must be armed with data in the moment. Only then is it possible to craft narratives that reflect what’s happening in the world and are supported by evidence that will connect authentically with your customers. This marriage of data and fact-driven storytelling should be a priority for every marketer in 2021.”

Industry conferences will be online-offline hybrids in 2021 and for years after. Penry Price, VP of Marketing Solutions at LinkedIn

“Industry conferences will be online-offline hybrids in 2021 and for years after, serving people who don’t want to travel away from home as well as those who wish to attend in person. We’ve learned during this pandemic that we can communicate over digital platforms better than we thought. Whether it’s been colleagues and clients working from home, friends and family socializing during off-hours or public figures chatting it up, this once-in-a-century pandemic has inadvertently proven live video can achieve intimacy even when we cannot be together. And companies that have hosted large events in the past can be much more cost-effective and achieve better ROI because digital entails less overhead.”

Be transparent about your purpose-driven business strategy. Kevin Seller, CMO at Ping Identity

As we look to 2021 and beyond, a main priority for CMOs is to authentically establish purpose-driven brands. Companies that clearly articulate a vision for doing good as a part of the delivery of their goods and services are ones that will succeed. We’ve seen the pandemic shift users’ preferences in more ways than one and as a result, consumers are more inclined to transact with brands that stand for societal issues that make the world a better place and are not just motivated by profits. Social goals will become table stakes for organizations that are looking to engage with consumers on a more meaningful level and establish more seamless and memorable user experiences.”

Embrace the benefits and team comradery virtual events bring. Lynn Ledwith, CMO at Ansys

“Marketing has always been about cutting through the clutter, differentiating and delivering seamless, frictionless customer experiences. The pandemic hasn’t changed that — if anything I believe it has pressured marketers to be nimble, embrace digital-only initiatives and think more creatively. Looking toward 2021, I’m focused on making marketing more of a team sport, mobilizing cross-functional teams across the company, particularly with events. This past year we hosted our first-ever virtual event, which resulted in higher levels of customer engagement and renewed purpose from employees, all at reduced costs. Physical events will not become extinct and undoubtedly will experience a resurgence, however, this still seems a ways away. Next year, I’m anticipating additional gains from this virtual event setting and will be investing in producing a steady stream of digital-content like augmented reality experiences and virtual booths to better this experience.”

Feature Image Credit: Crystal ball, Getty

By Kimberly A. Whitler

Sourced from Forbes