Companies are increasingly highlighting their support for diversity, but that can backfire if consumers sense tokenism, a recent analysis from my team found.
I’m an assistant professor of marketing who specializes in digital platforms and consumer behaviour. My recent research focuses on DEI initiatives by brands on social media. I’m specifically interested in how brands use influencers and minority representation.
An influencer is someone who has built a large following on social media and can affect the opinions or behaviours of their audience. Influencer marketing is when brands partner with these people to promote their products or services to the influencers’ online followers.
For an example of influencer marketing, consider this post from the influencer Thamarr Guerrier promoting Old Navy:
Influencer marketing has become one of the main channels for brands and consumers to interact, and minority representation among influencers is one way a company can display its commitment to DEI.
To understand how consumers have been responding to this trend, my colleagues Amy Pei and Keran Zhao and I collected data from the platform X, formerly known as Twitter. Our unique dataset included sponsored content from about 150 brands between 2018 and 2022, as well as details about influencers and reactions from consumers.
We found that brands with either very low or very high levels of minority representation among influencers experienced higher consumer engagement. Meanwhile, brands with moderate levels of minority representation saw a dip in engagement. These effects were particularly pronounced for large companies and those that demonstrated a prior vocal commitment to DEI initiatives.
In other words, we found a U-shaped relationship: Low levels are accepted, intermediate levels may backfire, and high levels are well received. We believe this may stem from consumer perceptions of tokenism at intermediate levels.
In contrast, we found that high minority representation convinces consumers of a brand’s genuine commitment and effort.
Why it matters
When brands showcase their support for diversity initiatives on social media, it doesn’t always win over consumers. In fact, DEI policies have been a source of controversy for many brands, including Chick-fil-A, Disney and Bud Light.
Since DEI initiatives from brands often provoke mixed reactions from consumers, it’s important to understand why. Our research offers a clue.
DEI is a sensitive issue, and consumers value genuine commitment. Our work suggests that brands – especially larger ones – should avoid taking moderate stances and instead adopt a clear position.
We also found that customers had stronger reactions to brands’ diversity efforts when those brands had previously expressed strong support for DEI. That suggests brands should be cautious about excessive public signalling if they don’t plan to back it up with action.
What still isn’t known
More research is needed to understand how consumers respond to diversity messaging from brands. For example, previous work has shown that consumer boycotts are often short-lived. But the Bud Light boycott, sparked by the use of a trans influencer to promote the brand, lasted for eight months.
Several things could explain the discrepancy, including political polarization among Bud Light’s consumer base and the fact that there are many light beers on the market.
Another key factor appears to have been the visibility of consumption: People often drink beer in social settings, which allowed boycotting consumers to publicly signal their stance, further strengthening the movement. These and other factors warrant more investigation.
In the world of advertising, customer advocacy has become an essential strategy for boosting conversion rates. Rather than relying on paid ads and brand-centric messages, this approach uses the genuine voices of satisfied customers to promote products and services. In this article, we’ll explore how customer advocacy differs from traditional marketing, the impact of social proof, and how it can lead to higher conversion rates.
Difference Between Customer Advocacy and Traditional Marketing
Customer advocacy is fundamentally very different from traditional marketing. Traditional ads focus on pushing messages to a broad audience through various channels like TV, radio, print, and digital ads. It often emphasizes the features and benefits of products or services from the company’s perspective.
Customer advocacy, on the other hand, is all about empowering and encouraging customers to share their positive experiences with others. This approach relies on the authenticity and credibility of real customer voices rather than controlled messages from the brand.
The Role of Social Proof in Marketing
Social proof is a psychological phenomenon where people mimic the actions of others in an attempt to reflect correct behaviour in a given situation. In marketing, social proof serves as a powerful tool to influence potential customers’ decisions.
Types of Social Proof
There are several types of social proof that can be used in marketing:
Expert Social Proof: Recommendations from industry experts or influencers lend credibility and trustworthiness to your product.
Celebrity Social Proof: Endorsements from celebrities can increase visibility and desirability.
User Social Proof: Testimonials and reviews from actual users provide relatable and convincing evidence of your product’s value.
Wisdom of the Crowd: Popularity indicators, such as “best-sellers” or high follower counts, suggest that many people trust and use the product.
Wisdom of Friends: Recommendations from friends and family are often the most trusted form of social proof, as they come from people we know personally.
Psychology Behind Social Proof
The psychology behind social proof lies in our inherent need to conform to the actions and opinions of others. This is driven by several factors, including:
Uncertainty: When unsure, people look to others for guidance.
Similarity: People are influenced by those who are similar to them.
Expertise: Individuals trust the opinions of experts and authorities.
Understanding these psychological triggers can help businesses effectively use social proof in their marketing strategies.
How Customer Advocacy Drives Higher Conversion Rates
Customer advocacy uses social proof to drive higher conversion rates through several mechanisms:
Builds Trust and Credibility
Customer advocacy builds trust and credibility because it is based on authentic experiences shared by real users. When potential customers see positive testimonials and reviews, they are more likely to trust the brand and make a purchase. Trust is a crucial element in the decision-making process, especially in online environments where personal interaction is limited.
Creates Positive Word-of-Mouth
Positive word-of-mouth recommendations from satisfied customers can significantly increase brand awareness and attract new customers. Word-of-mouth is considered to be one of the most powerful forms of marketing as it comes from a trusted source. When customers share their positive experiences with their networks, it organically amplifies the brand’s reach and impact.
Enhances Brand Loyalty
Customer advocacy enhances brand loyalty by fostering a sense of community and belonging among customers. When customers feel valued and appreciated, they are more likely to remain loyal and continue supporting the brand. This loyalty translates into repeat business, higher customer lifetime value, and a strong customer base that advocates for the brand.
Provides Valuable Insights
Advocates can provide important insights into what they love about the brand, as well as areas for improvement. These insights can then be used to refine products, services, and marketing strategies to better meet customer needs. Engaging with advocates in this manner also makes them feel heard and valued, further strengthening their loyalty.
Increases Engagement
Customer advocacy increases engagement by encouraging customers to share their experiences and interact with the brand. This can lead to more user-generated content, social media activity, and overall brand visibility. High engagement levels are often associated with increased trust and loyalty, which can drive higher conversion rates.
Boosts SEO and Online Presence
User-generated content, such as reviews and testimonials, can improve SEO by providing fresh, relevant content for search engines to index. Additionally, positive mentions and backlinks from advocates can enhance a brand’s online presence and authority. This improved visibility can drive more organic traffic to the brand’s website, resulting in higher conversion rates.
How to Implement a Customer Advocacy Program
Successfully implementing a customer advocacy program involves several steps and best practices.
Steps to Create an Advocacy Program
Identify Advocates: Identify satisfied customers who are willing to share their positive experiences. Look for customers who have shown loyalty and enthusiasm for your brand.
Create a Platform: Provide a platform for advocates to share their testimonials, reviews, and recommendations. This could be a dedicated section on your website, a social media campaign, or a referral program.
Encourage Participation: Motivate customers to participate in the advocacy program through incentives, recognition, or exclusive offers. Make it easy for them to share their experiences.
Collect and Share Content: Collect user-generated content and share it across various marketing channels. Highlight authentic stories and experiences that potential customers can relate to.
Measure Impact: Use customer advocacy software like Mention Me’s Customer Advocacy Intelligence Platform to track the performance of the program and measure its impact on conversion rates and other key metrics. Then use this data to refine and improve the program over time.
Best Practices
Provide Exceptional Customer Service: Make sure that customers have a positive experience at every touchpoint. Excellent customer service is the foundation of effective customer advocacy.
Be Authentic: Encourage genuine testimonials and reviews, avoiding overly scripted content. Authenticity is key to building trust.
Engage with Advocates: Regularly interact with advocates, acknowledging their contributions and addressing any concerns they may have. This engagement will reinforce their commitment to your brand.
Leverage Multiple Channels: Share advocacy content across multiple channels, including social media, email, and the company website, to maximize its reach and impact.
Monitor and Adjust: Continuously monitor the program’s performance and make adjustments as needed to improve its effectiveness. Stay responsive to feedback and changing customer needs.
As we can see, customer advocacy is a powerful strategy that uses social proof to drive higher conversion rates. By understanding the difference between customer advocacy and traditional marketing, utilizing various types of social proof, and implementing effective advocacy programs, businesses can build trust, create positive word-of-mouth, enhance brand loyalty, and achieve better marketing outcomes. With the right approach, customer advocacy can become a foundation of your marketing strategy, delivering long-term benefits and sustained growth.
This story is paid for by an advertiser. Members of the editorial and news staff of the Santa Clarita Valley Signal were not involved in the creation of this content.
Ultimately, it’s the human element that takes content from boring to engaging.
Let’s face it — a lot of businesses are in industries that just aren’t very exciting or glamorous. And that can make content marketing all the more difficult. What do you write about to get customers excited to come do business with you?
For example, it is probably much easier to get customers excited to buy new gear for rock climbing than to come in for their biannual dental exam, but both types of businesses can benefit from content marketing. Even if your business is seen by some as boring, that doesn’t mean your content marketing has to be.
Here’s the key: If you think of content marketing itself as boring, or if your marketing team views your business and product or service as boring, you will have boring, ineffective content.
Many businesses end up following in the footsteps of their competitors when it comes to marketing and branding and don’t think outside the type of content others within their industry are publishing. But you don’t necessarily have to publish exciting content to stand out — there are many methods to create engaging content that appeals to your audience and prospects in other ways.
1. Set a Vision for Content Marketing Outcomes
Not only can a strong content strategy increase your website traffic, but it can help you increase your revenue and grow your business to achieve your greater goals on a professional and personal level. Think of it as a vehicle that can take you where you need to go — you just have to put the right type of fuel (and maintenance) in for it to run.
Through strong content marketing, you can also build better brand recognition, develop authority within your field, build relationships, and open new business opportunities. So what do you want to accomplish in your business? Content marketing can help you get there!
2. Get Your Marketing Team on Board With Your Vision
Even if the product or service you sell isn’t something that people get excited to spend money on, it’s still something that’s worthwhile — that’s why people pay you for it. If you or your marketing team views what you’re selling as boring, that will come across through your content.
Stop and think deeply about what it is you provide. Dive into your company’s purpose. Why do you do what you do? How do you help the people you work with? Are you serving an important need within your community or helping individuals improve their lives, even in some small way? Your product or service helps your customer base solve a problem, and that’s worthwhile.
3. Keep Audience First
One of the biggest mistakes I see businesses make with their digital content strategy is to write to appeal to Google’s algorithm rather than writing for people. Always put your audience first, and you can create much more engaging content.
First, identify your core audience — the people who make up your ideal customer base. For example, if you’re a lawyer, then you need to tailor your marketing strategy to meet the needs and preferences of your future clients. You should know what their major concerns are and how you solve the problem they have.
Next, appeal to that audience at every step of the journey toward doing business with you.
• Discovery – This is the point at which the customer begins gathering information in order to address the problem they have. Content that appeals to people at this step is information-heavy and should specifically address that problem in detail. They’re not ready to buy yet, and that’s okay, but you can try to capture their contact information.
• Nurture – In this phase, the customer is aware that your business exists and is considering taking action but isn’t ready yet. Additional forms of marketing, such as direct emails, can be especially useful to move this person past whatever is keeping them from making a decision.
• Purchase – People at this step are ready to buy, so it’s up to you to make it easy to contact you and follow through on the purchase with excellent customer service.
• Retention – The client or customer has already made a purchase, so it’s time to follow up and check in every so often to ensure they’re happy and will want to repeat business or refer others to you.
You should create engaging content directed at people in every step of the journey, and by targeting it in this way, you can avoid boring your customers with content that isn’t relevant to them.
4. Create Quality Content
To avoid writing boring content, make sure that all of your marketing content checks the following boxes:
• Useful – Useful content answers people’s questions and guides them on how to solve their problems. But it doesn’t have to be just information. People also need content that encourages them, shares expert opinions, teaches them skills and resonates with them. Understand your audience and keep the four steps in mind to make your content as useful as possible.
• Timely – Keep your content up to date and publish content that’s relevant to what’s going on within your industry or local community. Change, whether positive or negative, is rarely boring!
• Engaging – As a digital marketing expert, I can tell you that the best content isn’t about what’s being sold or the type of business behind it — it’s about its authenticity. People can tell when you’re not being authentic or when your heart isn’t in it. Let your personality shine through. Bring your sense of humor into your content marketing. Be approachable. You can do these things while keeping your content relevant and getting to the point without making unnecessary or obvious points.
Ultimately, it’s the human element that takes content from boring to engaging. In a world where things seem increasingly automated, people crave human connection; if you can connect with them using your business’s purpose to solve their problem and do it with a personal touch, you can create engaging content while building your business.
For more than two decades, my company has strived to provide exceptional service. Until recently, our marketing efforts were limited. We had a minimal online presence, used basic promotional items and relied on word-of-mouth referrals. This strategy helped us grow, but we recognized the need to diversify our promotional efforts beyond referrals.
So, we embarked on a journey to elevate our marketing efforts and enhance our commitment to exceptional service. Here are some of the lessons I learned along the way.
1. Be adaptable.
Last year, we brought in a sales consultant to develop a comprehensive sales playbook and tested a cloud-based customer relationship management tool for a targeted campaign. While these efforts gained new connections, the immediate results were limited. For businesses, diversifying promotional strategies beyond referrals is crucial for growth. Develop a standardized sales playbook, and experiment with new tools. This can enhance consistency and effectiveness, though results require persistence and adaptability.
2. Embrace new marketing avenues.
To stabilize revenue, we hired a full-time, experienced salesperson and crafted a marketing plan to increase our visibility. This included sponsoring industry events, publishing our accomplishments, and maintaining an active social media presence.
Your business may benefit from similar strategies. Dedicated sales efforts and a well-crafted marketing plan can help increase brand recognition and lead generation, while actively participating in industry events and consistent social media engagement can boost visibility and foster meaningful connections with potential clients.
To get started, consider participating in and sponsoring industry events. You can also publish your accomplishments to help build a strong reputation and establish authority. Thought leadership content and success stories are powerful tools for building credibility and engaging audiences.
To amplify your social media efforts, regularly share valuable content, updates and success stories on platforms like LinkedIn, Twitter and Facebook. This consistency helps build connections and drive engagement. But remember that enhancing social media presence goes beyond posting; it’s about purposeful engagement. Sharing industry insights, company updates and client success stories builds a community around your brand, which helps foster trust and long-term success.
3. Be consistent with sales efforts.
Our sales team now operates with a comprehensive playbook, which ensures there’s consistency in their approach. This has been instrumental in building trust and improving conversions. Developing a strong sales pipeline takes dedication, and businesses should equip their teams with the right tools and training. Regularly reviewing your sales processes and maintaining your focus on key activities will help foster long-term client relationships and increase conversion rates.
4. Foster a culture of excellence.
Cultivating a culture of excellence starts with hiring individuals who align with your values and are eager to grow. At my company, we emphasize hiring based on attitude. This allows us to train team members on our approach from the start and has cultivated a proactive company culture that aligns with our values. We then provide clear career paths, resources and training, which has ensured our team excels and enhanced employee satisfaction and retention.
I believe this strategy can benefit other businesses, as I’ve found hiring for attitude fosters a culture aligned with company values, boosts service quality and strengthens client relationships. Moreover, investing in continuous training can help not only boost performance but also enhance employee satisfaction and retention. Finally, continuous training and development opportunities can keep your team engaged, motivated and ahead of industry trends.
Investing in your team should be a priority. Consider offering training programs such as certifications in Lean Six Sigma. This commitment to continuous improvement empowers your team to innovate, which ultimately enhances the customer experience as well.
5. Commit to quality with industry certifications.
If your industry recognizes specific certifications, consider pursuing them to differentiate your business and instil greater confidence in your clients. For example, to further solidify our commitment to quality, we are pursuing a widely known quality management certification, ISO 9001:2015. This rigorous evaluation of our processes ensures that we meet the highest international standards.
Pursuing the commitment of certifications like these can elevate any company’s credibility and operational efficiency. The certification process forces you to evaluate and refine your processes, leading to better quality control and customer satisfaction.
A Bright Future Ahead
Our journey from word-of-mouth referrals to a diverse marketing strategy marks a significant transformation. I believe our commitment to service, combined with enhanced marketing efforts, has positioned us for future growth.
For business owners, the journey to effective marketing and exceptional service is ongoing. By focusing on continuous improvement, you can set your business apart, foster lasting relationships and achieve long-term success. I believe the road ahead is promising, and with dedication and the right strategies, the future is bright.
One of my favourite quotes comes from Levi’s famous marketing slogan and sums up my final piece of advice nicely: “Quality never goes out of style.”
Over the course of this year, I’ve helped brands navigate seismic industry changes, from Oracle’s departure from the advertising business to Google’s cookie phase-out reversal. At the centre of discussions (besides the obvious, AI) is an increasing focus on the role influencers play across the media mix and customer journey. After engaging in meaningful discussions with the industry’s top marketing leaders, I’m sharing a top 10 list of my favourite questions, along with my perspectives, which have helped to shape media strategies and innovation roadmaps.
Let’s dive in!
10. How is AI transforming influencer marketing?
While AI has been around for quite some time, generative AI (GenAI) has been a recent topic of interest over the last two years. GenAI is a type of AI that generates copy, graphics, audio and videos. The integration of AI technologies, including GenAI, in the influencer marketing landscape is catalysing transformative advancements in creator vetting, communication efficiency and content creation. In other words, it’s a BFD.
By harnessing AI-driven insights, agencies and brands can optimize workflows, strengthen client relationships and navigate regulatory complexities. These are mere examples, but the opportunities are limitless.
9. Will virtual influencers replace traditional influencers?
If the question pertains to the human impact on influence, I find it hard for AI to replace human connection. People follow influencers because they genuinely have built these parasocial relationships, trust what that influencer is saying and trust their recommendations as they would seek their own friend out to do so. The human connection is what drives that authenticity.
While I don’t see that wavering in place of AI, I do see a more collaborative role in that creators can tap into AI tools to help manage their businesses. Operationally, they can save so much time and resources by tapping into AI tools to help automate things like resourcing, invoicing, planning, data/analytics and so much more. From a content perspective, AI can certainly expedite and advance the creation process—I see an early-stage use case here of expanding creativity, not used to directly influence an action/recommendation.
8. How will creator content evolve over the next few years?
Outside of AI collaboration, creator content is becoming more pervasive. I hope to see brands more proactively adapt to a creator and audience-first mindset when developing omnichannel strategies.
7. What are the most innovative ways influencers are using new social media features?
Anecdotally, I really want creator-led programming to have its moment. Humour me…if we are seeing more consistent tune-ins across lives on social, inevitably, that means people are developing the habit of tuning into their favourite creators at a specific time.
If both worlds are successful, creator live content becomes extremely valuable. I can see a world where streaming platforms are picking up creator programming (as they would broadcast programming) and offering creator content as a viewing option.
6. What influencer strategy is most slept on?
From a brand perspective, deeper creator collaborations. Creators, as their own small businesses, are an untapped resource for brands to realize their full ROI potential.
5. Which past social predictions have made an impact so far this year?
Less of a prediction and more of a framework for discerning marketing hype from hyperbole. Essentially, the parameters that need to be met in order for an emerging social platform to truly be noteworthy are: consistent adoption, a positive and value-adding user experience, serving a need and evolving with its user base as those needs change.
Threads userbase hit 200 million monthly active users according to their Q2 earnings. Up 100 million from their initial launch week in July of last year—a platform to monitor and distinguish from hyperbole if the framework elements continue to be met.
4. How can brands leverage creators to streamline the checkout process?
Approaching strategies with a customer-first mindset, understanding the customer journey and the role influencers can play in driving sales on your website or in your store. An important concept is recognizing creators as a standalone media channel. Creator content will become more pervasive as the ROI continues to be justified.
3. What does the future of creator commerce look like?
I don’t look at things as if there’s a definitive endpoint, but I can speak to the general cyclical pattern of ubiquity to consolidation and vice versa. Consumers have so many options, more than ever. Their attention grows more and more fragmented, and the ability to meet them where they are, with relevant messaging and the ability to immediately shop, is business critical but also cumbersome. The next phase in the future will inevitably shift to a version of consolidation, which we’re starting to see a glimpse of via Google’s Anti-Trust ruling and TikTok’s partnering with Amazon for integrated shopping.
2. What examples across the creator economy stand out as ground breaking applications of AI, and how can businesses tap into that potential?
What I consider ground breaking isn’t necessarily the splashy consumer-facing side of marketing but the technical infrastructure that fuels consumer insights and strategy. The stronger the first-party data for a brand, the more opportunity there is to eliminate wasted spend and influence more immediate ROI. I look forward to seeing applications of AI that enrich the data process for consumer profiles and strengthen propensity modelling for stronger go-to-market strategies.
1. How should companies be navigating this new wave of digital transformation through AI technology?
Be agile or stay fragile. I encourage everyone to embrace innovation and technology while finding ways to up level yourself, your business and your people.
Today is the worst state we’ll experience technology. It only improves from today onward. Those embracing it today are setting themselves up for success in the future.
Stagwell’s Mark Penn asks why marketers have such a problem with emerging tech, both trades share a timeless and unbreakable bond.
Investors always think marketing companies are going out of business, but history shows it is tech companies that become outdated and fall.
Today, marketers are in fear of technology, thinking AI will be the death of human creativity. But fear not, marketers: computers and algorithms will only mimic creativity, not replace it, and AI will bring about new, creative workstreams. At the end of the day, technology needs marketing more than marketing needs technology.
Marketing has been around a lot longer than you think. Its origins go back to Mesopotamia in 3200 BCE: someone put a mark on a coin, and that mark became a signal of reliability, and the first logos were created. And as technology evolved, so did marketing. From the print advertisement boom following the invention of the printing press in 1440; to radio, television, and Internet ads in the 20th century; to connected TV and retail media in the last few decades, marketing business surged. Technology made it easier for marketers to connect with consumers, and the means of marketing improved too.
If advancing technology puts marketing in business, marketing makes technology possible in the first place. Tech spending is heating up in the name of AI innovation.
If 2023 was the year of efficiency in tech companies, with massive layoffs and cost cutbacks, I predicted 2024 would be the year of competition as tech companies battle to own the future of AI. The investment arms race in Silicon Valley suggests I was right. In the first two quarters of this year, Microsoft capital expenditures reached a total of $33bn driven by AI investments, Meta raised predictions for its 2024 spending bill twice to up to $40bn – it spent $8.5bn in the second quarter on AI computing infrastructure alone, and Google said it plans to spend at least $12bn on AI per quarter for the remainder of the year.
Who’s paying for all of this innovation? In most cases, advertising.
In the US alone, Meta, Google, and Amazon are estimated to take in a collective $322.82bn in ad revenue in 2024. Advertising makes the democratization of technology possible and funds most innovation in the world today. That includes – and will continue to include – AI tech innovation.
AI technology will enable creative marketing as all advertising becomes targeted advertising. Digital media now makes up 75% of all media, up from one-third of total media in 2020. Advertising will continue to get better and better at finding just the right consumer at just the right time in what I call the Uber economy.
Let’s take a step back.
We started off in the Ford economy with a singular choice in the market – Henry Ford made products affordable through standardization – you could have any colour of a car as long as it was black. Then, we entered the Starbucks economy with 155 choices of something that was black. Personalization became possible: baristas could alter the size, milk, and flavour of drinks to make one unique to your tastes; you could curate your own playlists on iPods. Now, we are in the age of the Uber economy, the standard now being infinite personalized choices. You can request a ride from point A to point B, and Uber will generate a product that satisfies your custom-made specifications. Rather than drive a world of standardization, technology has driven a world of personalized differentiation.
AI-based targeting will only drive personalized differentiation further, making marketing more effective than ever.
Electronic billboards will identify and trace consumer behavior, firing up ads based on who you are likely to be. Bots will simulate human conversation, and their creation will vitalize an entire industry – what do these bots look like? What is their accent? What is the tone of their voice? What level of sophistication do they use when speaking? These bots – and soon, actual robots – will create whole new art forms and become the ultimate brand ambassadors for every brand; each brand will need the equivalent of a Disney movie of creativity as these bots become their front doors. They will be as individualized as the human race itself.
More broadly, in a world dominated by data, analysis and human creativity have become all the more valuable.
When I first started polling, I had a team of 63 people ranging from interviewers to samplers to keypunchers. Now, we can do surveys with three people, and surveys are readily accessible to everyone. Technology and AI will satisfy the simple cases, but they won’t eliminate creativity, interpretation, insight, and analysis – all of which marketing encompasses. Creativity will continue to thrive; it goes hand in hand with new technology as it always has since the invention of the coin.
The difference between a flourishing business and a floundering business often comes down to an effective marketing campaign. This is especially true for small businesses. Every successful marketing campaign starts with a well-thought-out marketing plan. In this article, we will guide you through the steps on how to create a top-notch marketing plan to help put your business on the road to success.
What Is a Marketing Plan?
A marketing plan is essentially a roadmap that guides businesses through the complex terrain of promoting their products or services. Think of it as a blueprint that details specific marketing campaigns, timelines, target audiences and channels such as social media, email or traditional media. Your plan should also establish clear metrics for success, the methodology used to evaluate performance and allocated budgets.
It is important to note that a marketing plan is not a static document. It is supposed to be an ever-evolving plan that adapts to market trends, customer feedback and the successful or unsuccessful marketing efforts. If done properly, a marketing plan will help you synchronize your marketing objectives with your overall business goals and ensure every marketing activity aligns with your broader vision of growth.
Marketing Plan vs. Marketing Strategy
Some assume that “marketing plan” and “marketing strategy” are the same thing, but be aware they hold distinct meanings and serve different purposes. A marketing strategy is more big-picture thinking. It identifies your target market, your value proposition, how you position yourself against competitors and how you will sustain your value over time. It involves deep insights into your customers’ needs, market trends and competitive analysis. It is essentially the “why” behind all your marketing actions.
The marketing plan, on the other hand, details the “what” and the “when” of those efforts. Once you have your marketing strategy outlined, you can begin to create a marketing plan. The plan should outline the specific campaigns, activities and tactics you’ll use to carry out the strategy. This includes details on the marketing channels you’ll use, the timeline for implementation, the budget and the key performance indicators you’ll track to measure success. It’s a blueprint that translates the strategy into actionable tasks and schedules.
Why Businesses Need a Marketing Plan
A carefully crafted marketing plan can be a game-changer for small businesses dreaming of steady growth and a competitive edge over larger companies. Marketing plans with smart strategies and targeted campaigns can level the playing field by helping small businesses carve out their niche. It provides a clear roadmap that aligns marketing efforts with business objectives to ensure every marketing action contributes to the broader company goals.
This focused approach saves small businesses money by efficiently focusing resources instead of using a scattergun approach that can drain limited budgets. By identifying and understanding target markets, businesses can tailor their messaging to meet specific needs, which increases the likelihood of conversion. A solid marketing plan offers a framework for measuring success by setting benchmarks. With careful tracking, small businesses can quickly see what’s not working and adjust strategies in real time for better outcomes.
Essential Marketing Channels
Today’s businesses have a wide array of marketing channels available to them. From highly analytical PPC advertising to engaging in-person event marketing, there’s no shortage of methods to promote your company.
Social Media
During the past two decades, social media has proved to be a highly effective way for small businesses to market themselves at little to no costs. Platforms including TikTok, Facebook, Instagram, X and LinkedIn offer businesses a dynamic platform to engage directly with their audience. They allow for the sharing of content, running targeted ads and fostering community through comments and shares. Effective social media marketing can enhance brand awareness, drive traffic and strengthen customer loyalty.
Email Marketing
Email marketing is another highly effective way to reach an audience directly. Newsletters, promotional offers and personalized content can nurture leads, promote loyalty and drive conversions. Email marketing offers measurable results and high ROI, making it a staple in a digital marketing strategy toolbox.
Content Marketing
Content marketing involves creating hyper-relevant and compelling content that will act as a magnet to attract a laser-focused group of people. You can create blogs, videos, infographics and podcasts to cultivate an engaged community of followers with whom your brand’s message genuinely resonates.
Search Engine Optimization (SEO)
SEO is the practice of optimizing website content to rank higher in search engine results pages. Effective SEO strategies including on-page optimization, quality link building and keyword research help drive traffic to your website.
Pay-Per-Click (PPC) Advertising
PPC advertising is a method of online marketing where you pay a fee each time someone clicks on your ad. Popular platforms such as Google Ads and Bing Ads guarantee your ads show up first in search engine results for specific keywords, allowing you to bypass the “organic” results. While the pay-per-click fees can add up, this form of advertising provides immediate traffic and measurable results.
Influencer Marketing
Influencer marketing leverages the reach of influencers in specific niches to help you promote your business to a larger audience. When you partner with a credible influencer, you can tap into their loyal followings, gain trust quickly and drive engagement that will hopefully lead to greater sales. Affiliate marketing can complement influencer marketing by allowing influencers to earn commissions on the sales they drive. This performance-based option is cost effective, as you will only pay for actual results.
Event Marketing
Event marketing involves marketing your brand, company or service through in-person or virtual events. It can be anything from interactive webinars and educational workshops to large-scale conferences and industry trade shows. Event marketing gives you the opportunity to directly engage with your audience and hopefully provide a memorable experience for your customers.
How To Create a Marketing Plan
Creating a marketing plan is a step-by-step process. Make sure you take your time with each step before moving on to the next one.
1. Create an Executive Summary
An executive summary is a snapshot of your simplified marketing goals, significant milestones and an outline of future plans. It should encapsulate relevant facts about your brand, setting the stage for the detailed strategy that follows. This section provides stakeholders with a clear understanding of where the company stands and where it intends to go, concisely summarizing the essence of the marketing efforts.
2. Identify Your Target Market
Who are you trying to reach? By identifying your target market you can tailor your marketing strategies effectively to help them reach the people most likely to be interested in your products or services. Outline the characteristics of your ideal customer including age, location, goals, pains and trigger points.
3. Research Your Competitors
Competitor research is a critical step in forming a marketing plan. Analyse the strengths and weaknesses in other businesses in your industry. This insight can help you identify opportunities for differentiation and areas where you can fill in the opportunity your competitors may have overlooked.
4. Determine Your Marketing Goals
Without clear marketing goals, you are just shooting barrels in the dark. Are you trying to increase brand awareness, boast sales or grow your digital footprint? And if so, by how much and in what timeframe? Use the SMART criteria for goal setting, which advises that goals should be specific, measurable, achievable, relevant and time-bound.
5. Establish and Track Benchmarks
Once you determine what your marketing goals are, it is important to track their effectiveness.
To do this, set baseline measurements for key performance indicators related to your goals, such as website traffic, conversion rates or social media engagement. Monitor these benchmarks on a regular basis and adjust strategies as needed to enhance marketing performance.
6. Identify Your Marketing Channels
Are you going to throw all your eggs in the social media basket? Or are you going to diversify your marketing strategy with both digital and in-person events? This step requires a deep dive into the various channels available—be it social media, email marketing, SEO or traditional advertising. When choosing your marketing channels, be sure to ask yourself where your target audience is most engaged.
7. Create a Budget
Finally, create a budget that covers all aspects of your marketing efforts from paid advertising and content creation to software subscriptions and event sponsorships. This will help you stay financially responsible as more marketing opportunities arise.
Bottom Line
One of the keys to a successful business is setting yourself apart from the competition. A strategic marketing plan that details your marketing efforts can not only help you stand out but also provide a step-by-step guide toward reaching your business objectives.
Digital marketing technology and consumer behaviour are both evolving at a rapid pace we’ve never seen before. Consider Moore’s Law (that the number of transistors on a microchip doubles every two years, with little to no cost increase). We can forecast with a decent amount of certainty that technology will continue to evolve rapidly, likely much faster than we expect.
Just look at what has happened with the advent of large language models (LLMs) such as ChatGPT and Google’s Gemini. Creating content, analysing data and getting answers to questions has never been faster and more accurate. But despite advances in technology, I am starting to notice a reverse shift in consumer behaviour. I am also noticing that marketing is shifting back to its core principles of authenticity, transparency and genuine connections.
In 2024, consumers seem to be overwhelmed with digital noise and are craving real, purposeful interactions with brands and businesses. Every time we log on to our email or social media platforms, we are hit with a suite of retargeting ads based on previous digital interactions, we are getting emails based on our digital engagement history, and the almighty algorithms online are deciding what content we see or don’t see. Such tactics might be scalable for brands, but they’re not human-led for customers, and I am starting to notice that the pendulum is shifting in the other direction.
Let’s take a closer look at how marketing is returning to its fundamentals.
Getting Real With Consumers
Since the rise of social media and the internet, digital marketing has been at the forefront of technological evolution in the marketing world. The use of pixels, algorithms, cookies and data-driven automated strategies has provided unprecedented capabilities to brands.
In response, consumers have become more pessimistic, sceptical and selective about the brands they engage with and businesses they give their digital information to. This shift in behaviour is fundamentally changing the marketing landscape, pushing brands to focus on what truly matters: real conversations and connections with real customers.
Authenticity Over Everything
Authenticity has become a buzzword in modern marketing, and quite frankly, it has lost its meaning. Every brand thinks they are being authentic, but when you make a synthetic effort to be authentic, you come off as a cookie-cutter, non-unique brand. In an era where trust is paramount, customers are drawn to brands that are genuine and transparent. Customers want to see the human side of the business and engage with brands that align with their values and beliefs.
Authentic marketing is not about crafting the perfect synthetic image or tone; it’s about being honest, real and relatable. When a customer thinks a brand is genuine (from products to pricing), they are more likely to develop a strong, long-lasting connection with the brand.
The Return To Conversational Marketing
Conversational marketing is another trend that is forcing marketers to go back to the pre-internet era fundamentals. It involves real-time, one-on-one connections between brands and customers. This approach is reminiscent of traditional sales tactics, where personalized communication was the key to closing sales and deals.
Tools like AI-driven chatbots and automated customer service bots have made marketing scalable, but they lack the human touch that makes brands feel authentic and tailored. A real human being on the other side of a conversation undoubtedly leads to a much happier customer, but the pros and cons of this tactic are variables that businesses must evaluate on their own. This is where authenticity comes back into play: Do you value scalable, cost-effective nonhuman chatbots, or do you invest in human-based customer support conversations that make the customer feel heard? I personally feel much better speaking to a human than a chatbot.
As we move through 2024, marketing fundamentals such as authenticity, transparency and real connections are more important than ever. Consumers are looking for brands that educate, inspire and bring real connections to the table. By focusing on these core principles, you can navigate the complexities of this highly evolved digital marketing world and build long-lasting relationships with customers. The return to these roots is not just a trend but a necessary evolution in the era of digital overload.
Krishan Arora is CEO & Founder at Arora Project, a globally recognized leader in raising investor capital & scaling high-growth ventures. Read Krishan Arora’s full executive profile here.
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.
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.
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.
Transform Your Business with These Powerful ChatGPT Prompts for 2024
n the fast-paced world of 2024, leveraging AI for business growth has never been more essential. ChatGPT, an advanced AI language model, offers an array of prompts that can help you kickstart various business ventures and side hustles. If you’re looking to get rich quick, these 7 insane ChatGPT prompts could be your golden ticket. Let’s dive into how you can use these prompts and tools to create successful businesses.
7. AI Graphic Design Business Prompt
Prompt: “I am planning to launch a graphic design business that incorporates AI technologies. Provide detailed advice and a step-by-step action plan covering these key areas: Business concept and market analysis, business structure and legal, AI technology and integration tools, service offerings and portfolio development, pricing strategy and financial planning, marketing and client acquisition, product management and workflow, quality control and client feedback, and at last scaling and business growth.”
Getting Started: Launching an AI-powered graphic design business involves integrating advanced tools like Canva and Miro. Canva, known for its user-friendly interface, can be combined with AI-driven design suggestions to enhance creativity. Miro offers collaborative brainstorming and visual content creation, essential for developing innovative designs.
Key Steps:
Business Concept and Market Analysis: Understand the demand for AI-integrated graphic design services.
AI Technology Integration: Utilize tools like Canva and Miro to streamline design processes.
Marketing and Client Acquisition: Leverage platforms like LinkedIn and Medium to reach potential clients and showcase your portfolio.
6. Affiliate Marketing Business Prompt
Prompt: “I am planning to create an affiliate marketing blog. I need a complete guide that covers all the essential aspects, strategies, and best practices for launching and growing an affiliate marketing blog. Provide in-depth information and actionable steps on the following key areas: Niche selection and market analysis, blog setup and platform optimization, content strategy and creation, affiliate partnership and monetization, traffic generation and audience building, performance tracking and analytics, scaling and growth strategies, and at last long-term sustainability and adaptation.”
Getting Started: Affiliate marketing can be a lucrative side hustle if done right. Tools like Notion-AI and Google Docs can help in organizing your content strategy and streamlining the creation process.
Key Steps:
Niche Selection and Market Analysis: Identify profitable niches using tools like Google Trends.
Content Strategy and Creation: Use Notion-AI for idea generation and Google Docs for drafting and editing.
Traffic Generation: Implement SEO strategies and use LinkedIn for networking with other marketers.
5. Copywriting Business Prompt
Prompt: “I am planning to start a business focused on AI-driven copywriting services. I need a complete blueprint covering the essential steps, strategies, and considerations for launching and growing this business successfully. Provide detailed guidance on the following aspects: Market analysis and business planning, technology and tools, service and portfolio development, client acquisition and sales strategies, operational workflow and quality control, and at last business model and pricing.”
Getting Started: AI tools like Quillbot can enhance your copywriting efficiency, making it easier to produce high-quality content quickly.
Key Steps:
Market Analysis: Identify industries in need of quality copywriting services.
Technology and Tools: Incorporate Quillbot for paraphrasing and improving content quality.
Client Acquisition: Use LinkedIn and Medium to network and showcase your expertise.
4. Social Media Marketing Agency Prompt
Prompt: “I am planning to start a social media marketing agency. I need a detailed plan that encompasses all critical elements of establishing and operating a successful agency in this field. Provide in-depth guidance on the following key areas: The business foundation and niche identification, service offerings, package development, building a team and resource management, and at last, client acquisition and relationship management.”
Getting Started: Social media marketing requires creativity and strategic planning. Tools like Canva for content creation and Notion for task management can be invaluable.
Key Steps:
Niche Identification: Determine which industries you will serve.
Service Offerings: Develop packages tailored to different business needs.
Client Acquisition: Utilize LinkedIn and other social media platforms to attract clients.
3. Email Marketing Agency Prompt
Prompt: “I am in the process of establishing an email marketing agency. I need a detailed plan that covers all crucial components of creating and managing a thriving email marketing agency. Provide in-depth advice and strategies on the following key areas: Market analysis and defining services, the agency setup and legal considerations, building a skilled team, client acquisition and sales strategies, operational tools and technology, client onboarding and project management, performance measurement and analytics, and at last long-term growth and scaling the agency.”
Getting Started: Email marketing remains a powerful tool for businesses. SaneBox can help manage emails efficiently, ensuring that important client communications are not missed.
Key Steps:
Market Analysis: Research businesses that can benefit from email marketing.
Service Definition: Create service packages, including campaign creation and analytics.
Client Onboarding: Use SaneBox to organize and streamline client communications.
2. YouTube Content Ideation and Planning Prompt
Prompt: “You are a creative consultant for a [NICHE] YouTuber. Based on their target audience of [TARGET AUDIENCE] and their previously successful themes of [previous successful themes], please generate five unique video content ideas and a brief script for all of them.”
Getting Started: Content creation for YouTube requires a blend of creativity and analytical thinking. Tools like Miro for brainstorming and Notion for planning can be extremely useful.
Key Steps:
Content Ideas: Use Miro to brainstorm and map out content ideas visually.
Script Writing: Draft scripts in Google Docs or Notion for easy collaboration.
Execution: Plan the production schedule and optimize video SEO.
1. Detailed Podcast Topic Ideation Prompt
Prompt: “You are a podcaster using the [specific podcasting strategy model]. Your task is to create an episode plan for the upcoming episode titled [Episode Title]. This episode is aimed at [Target Audience]. The objectives for this episode are [Objective 1, Objective 2, Objective 3]. This episode should cover some key themes: [Theme 1, Theme 2, Theme 3]. Using the principles of the [specific podcasting strategy model], please create an episode plan including the following sections: a) Title: [Episode Title], b) Objectives: As stated above, c) Key Themes: As stated above, d) Episode Details: Detailed content ideas covering the objectives and key themes, e) Engagement Suggestions: Innovative ideas to engage your listeners during and after the episode, f) Evaluation Methods: Methods to assess the reception and impact of the episode.”
Getting Started: Podcasting is a growing field with a lot of potential. Using tools like Notion for planning and organization can streamline the process.
Key Steps:
Episode Planning: Use Notion to outline and organize episode content.
Content Creation: Draft scripts and detailed notes in Google Docs.
Engagement: Implement strategies to engage listeners and evaluate episode performance.
Tools Mentioned
Miro: A visual content creation tool that offers a freemium pricing model. Ideal for brainstorming and collaborative planning. Website
Notion: An all-in-one productivity and task management tool, priced at $8/month for an annual subscription. Website
Canva: A popular graphic design tool that integrates AI suggestions to enhance creativity.
Quillbot: An AI tool for paraphrasing and improving the quality of copywriting.
SaneBox: A tool to manage and organize emails efficiently.
FAQs
How to prompt ChatGPT for business? To prompt ChatGPT for business, clearly state your business idea and the specific information you need. For example, “I am planning to launch a graphic design business that incorporates AI technologies. Provide detailed advice on business structure, AI integration, and client acquisition.”
What is the prompt for generating business ideas in ChatGPT? For generating business ideas, use a prompt like, “Generate innovative business ideas that leverage AI technologies for the year 2024, focusing on emerging trends and market needs.”
How to start your business with ChatGPT? Starting your business with ChatGPT involves using it for market analysis, business planning, and strategic advice. Begin by asking ChatGPT for a step-by-step guide tailored to your specific business idea, covering aspects like market research, legal considerations, and client acquisition strategies.
ChatGPT offers a wealth of opportunities to kickstart your business ventures in 2024. By utilizing these 7 insane prompts, along with powerful AI tools like Canva, Notion, and Quillbot, you can streamline your processes and achieve remarkable growth. Whether you’re diving into affiliate marketing, social media management, or launching an AI-driven graphic design business, ChatGPT can be your ultimate guide. Start leveraging these insights today and watch your business soar!
