For many companies, Valentine’s Day is one of the most profitable events and occasions of the year. However, just how successful it will be, will depend heavily on the digital marketing campaign that you decide to run and how effectively it will grab and entice your target audience. Below, we highlight three amazing Valentine’s Day marketing campaigns over the past few years that really hit the mark.
Ford’s Valentine’s Day Video
Ford embraced the power of video content marketing for Valentine’s Day of 2015. They created a hilarious prank video that gave ‘speed’ dating a whole new meaning. The video went viral and sky-rocketed the Ford Mustang’s popularity not only for the duration of the special occasion, but also for many months thereafter.
The Body Shop’s Instagram Competition
Another example of how a simple digital marketing strategy can transform sales and maximize engagement. The competition was based on Instagram and simply asked followers to ‘send’ a kiss to a friend via the platform. The winner would nab themselves and their friend a gift pack of the brand’s newly released fruit-scented lip balms. The friends were tagged in the posts, which increased the reach. And, the task itself was easy, meaning more people than expected chose to get involved.
Omaze and Influencer Marketing
Omaze, a philanthropic-auction platform, decided to utilize influencer marketing to its advantage, roping in popular British celebrity, Idris Elba, to help raise funds for the W.E. Can Lead project. The goal was to supply hundreds of young girls in Sierra Leone with year-long empowerment workshops. The ultimate prize was to win a trip to London and the opportunity to spend a romantic evening at a restaurant with Mr. Elba himself. In order to gain entry into the competition, participants would need to donate a minimum of $10 to W.E. Can Lead. The end result was double the anticipated amount, with a total of $750,000 raised.
Are you keen to make the realm of digital marketing work for you this Valentine’s Day, as well as beyond? Then it is time to call on The Digital Marketing People. We are specialists in small business marketing, email marketing, SEO, social media marketing, and more. Get in touch today!
You can’t ignore how fast the digital marketing world is growing. From fast and rapid advancements being made annually in visual search and the rapid rise of interactive chatbots in most social messaging platforms aiding social media marketing to the advancing implementation of AI in various marketing functions across vast industries and markets.
2019 was a very competitive season among all digital marketers with all the evolving technologies that were utilized. With technology getting more sophisticated, modern customers will have to be very tech-savvy.
Three Digital Marketing Trends to be on the Lookout for in 2020:
There is no denying that this technological feature keeps getting more advanced, and we can expect that more and more digital marketers will want to utilize this feature in 2020.
For instance, this year alone, most searches have been done by voice searching. One can simply make a mobile query on Google using voice search.
Even though it won’t be easy to replace text-based search, the voice search feature will present an opportunity for digital marketers in 2020 that will help them expand their existing market.
Video marketing has been one of the fastest-growing strategies over the past few years, and it keeps growing. Small businesses with limited resources should consider leveraging this digital marketing strategy as part of their email marketing by 2020. This will make it easier for small companies to start doing their own video production and stop relying on external agencies.
Cisco estimated that 82% of internet traffic will be via video by 2022, which means that you won’t have to wait too long to incorporate video as part of your growing business. This efficient marketing tool will mainly be useful for small business marketing as well as social media marketing.
More and more businesses are leveraging visual search due to how fast and easy one can obtain information online using visual search. The image recognition market keeps growing, and it will only be more efficient in 2020.
With visual search, you can easily find a product review online or identify species of plants just by taking a photo or uploading a picture of the object.
This is a fast, interactive, and fun feature that will help small businesses leverage processing visual information using this visual search trend.
Contact The Digital Marketing People to learn more about digital marketing trends you should be on the lookout for in 2020.
Notable days of the year, such as holidays, are some of the best periods to boost business sales on e-commerce websites. So, in 2020, why not use SEO and digital marketing to leverage festive seasons and big holidays.
How to Achieve This
There are a few ways in which you can go about it. Here are a few suggestions for you:
- You can do this by incorporating social media marketing by posting content related to a big holiday around the corner. The best way to do this is to keep remarketing a few days before the actual day.
- You can also post something on that day because most customers will be trawling the internet trying to find exclusive deals. Leveraging holidays helps a brand improve its sales during slow months.
- To help sustain this, we recommend creating exclusive deals and discounts. Deals and discounts encourage people to shop more, mainly because discounts help them save.
- Your role is to make sure your web design gives your audience a reason to purchase the product on that day. For example, you could be offering free delivery, promotion codes or buy-one-get-one-free deals. The idea is to use SEO to help your audience find your promotion.
- Make sure that your product is offering a solution to your customers’ problem because most clients are looking for a brand to help solve their problems.
- It is the reason customers browse through content on your website in the first place in hopes that they can find a solution to a problem. With content marketing strategy on notable days, you can successfully promote a solution for your clients.
- To increase sales on notable days, make sure to tell your audience about the specials in advance. Use digital advertising like social media marketing, emails and newsletters to speak to your audience.
- It also helps to take advantage of traditional advertising outlets such as newspapers, TV commercials, flyers, billboards, and so on.
- Beginning each year by drawing up a content calendar for the seasonal event crucial to your business will also be helpful. This will make it easy for you to plan your campaigns and decide on an excellent execution digital marketing strategy for the special days.
- Whether you are looking for a right hook for your Back to School promotion, Mother’s Day, Christmas, Father’s Day, Easter or the Rugby World Cup, make sure it resonates with your customers.
- Draw up goals that align with your creative concept to help you be more strategic with the content you feed your audience during your campaign.
Using notable days of the year to your advantage will help you boost your sales, especially during slow months.
For further advice, contact The Digital Marketing People.
Partnership marketing allows you to develop your audience size by tapping into another business brand’s audience. It can help both business brands promote their brand’s work by working on a shared project that helps market both businesses. The process could be as simple as giving shoutouts to one another or furnishing links on their respective social media platforms or official brand website. A partnership marketing strategy can also help reduce marketing costs on both ends because you’ll be helping each other grow by using your separate channels.
How to Go About Partnership Marketing
If you choose the right partnership digital marketing partner, you can potentially grow your customer base, provide excellent product selection to your audience and clients, and increase your sales as well. Here is how to go about partnership marketing:
Complement Other Brands by Using Partnership Marketing
Companies can complement other brands using partnership marketing without the two companies being in direct competition. For instance, when Disney partnered with YOOX, it helped drive new types of customers to YOOX. Another example was when Taylor Swift partnered with TicketMaster to help make tickets easily accessible to her fans.
Partner with a Business Brand that Complements Your Brand
A brand partnership helps increase brand awareness of your partner with a business brand your audience will love. However, to achieve this, your partnership must be logical. Make sure that you partner with a business brand that complements your brand without any direct competition.
Partner with a Brand with a Strong and Positive Reputation
Brand partnerships should mutually benefit both brands by improving their small business marketing. It also helps to find a brand with a strong and positive reputation.
Partner with Bloggers
Partnering with bloggers can also help you reach a greater audience because they can feature collaborations with various artists and brands.
Support Your Brand Partners
It is crucial to link out to your brand partners, as well. The success of any partnership is reliant on SEO linking out to their brands on your website. For example, if they sell products in a category on Amazon, you can choose to add a link with their name on top of your top navigation.
Get a Written Contract
While brand partnerships are essential, both of you must sign a written contract to ascertain the partnership to make sure both parties follow the guideline. Whether you need to send emails regularly, post about them online several times weekly, keep their link of your top navigation or other guidelines, you must get it in writing. Hence, if your partner fails to uphold their end of the contract, you can quickly terminate the partnership.
Remember that a partnership shouldn’t just be about taking; it’s more about giving as well. Hence, make sure you meet your partner as often as possible to discuss partnership promotion ideas and deals. Remember to treat them like a partner and not a promoter, and provide value to their content marketing as well.
Contact The Digital Marketing People to learn more about partnership marketing.
We all use short-tail keywords in our SEO campaigns, and they are effective – to a certain extent. However, they have their limitations. When you build content around certain short-tail keywords, hundreds, if not thousands, of other websites will be using these same words, and this means greater competition. If you rely only on short-tail keywords, you will be among these competitors, all vying for the same readers and, therefore, possibly getting lost in the process.
The solution to reducing competition in this arena is to get more specific. And, to do so, this involves the use of long-tail keywords.
Long-tail keywords enable you to tailor search items specific to your business, as opposed to those that would be common across your industry. For example, say you have a business that sells gourmet doughnuts. If you use a keyword like “doughnuts,” you are unlikely to get anywhere near the top of a search result list. However, if you focus on a specialty, say “air-fried doughnuts” or “Banting doughnuts” or “custard-filled doughnuts in Milwaukee,” you have now created a long-tail keyword and placed yourself into a far narrower search bracket. The word “doughnut” may have a search volume numbering in the millions, while any of the others may be searched less than 100 times in the same period. By using these keywords, you push yourself above your competitors in the rankings.
Long-tail keywords essentially come down to the principle of focusing on your unique selling point (USP), an old idea in marketing. The concept of the long-tail keyword takes the USP into the digital realm, enabling not only powerful differentiation, but also competitive marketing. It requires you to think deeper about your business and refine your offerings, an effort that is sure to be rewarded with higher search engine rankings.
B2B marketing may come with challenges. But, it also has a number of innate advantages when compared to consumer-based marketing. As a B2B marketer, you are playing in a narrow field in which your prospects are not merely members of a giant mass of consumers, but specific operators within a particular field. Their needs should be relatively apparent to you, and you have the means to fulfill those needs, or you wouldn’t be targeting this particular market in the first place.
Having established this advantage, how does a small business successfully market itself to its clients? Here are the 3 broad and basic steps you should divide your efforts into:
Establish a Firm Knowledge of Your Audience
How well do you really understand the potential clients you are addressing? No matter how well you think you know them, get even better acquainted. Study them, the language they speak, the platforms they frequent, everything about them. Even if you serve a large industry, your market is still quite small compared to companies that target consumers. That only makes it easier for you to understand your audience inside and out. Once you’ve done your research, you will not only know how to address them, but also where.
Build Links Between Your Product and Your Audience
Look at your audience and your product. What is the connection between them? What will the one do for the other? You now know how to reach your audience and how to address them, so now you just have to relate your product to them. Here’s where your marketing creativity kicks in as you tell them; via their preferred platforms (the appropriate social media sites, and the like); why they need your product. And, remember to open the channels they need to acquire it.
Analyze Your Data – And Repeat
This is probably the most important step. Make good use of your analytical tools. Count your clicks and conversions. And, either keep doing what you’re doing or change it as necessary. Keep a constant watch on your data and adjust your approach as you go. This forms a feedback loop that will maintain and strengthen your marketing efforts.
The festive season is almost here with all its opportunities for stronger customer engagement and increased sales. One great way to boost both your online following and your customer engagement is through social media. If you aren’t making full use of this platform, you really should be. Here are 6 tactics you can use across all the popular social media sites to help you give your business a push. These will work well for the Christmas peak season, but can be successfully applied all year round.
Use a Chatbot
Chatbots are fast becoming ubiquitous in social media marketing and customer support. Thousands of chatbots are active on Facebook Messenger, with more being added all the time, and users are increasingly willing to engage with them. The technology is more responsive than ever, meaning you can create sophisticated algorithms to drive chatbots that will talk to your customers as if you are personally dealing with each question. You never miss an inquiry, all customers are answered and happy, and your staff can focus on tasks that really need their direct attention.
Target Your Video Marketing More Precisely
Everyone is doing their best to make video marketing work. However, you need to remember that social media users are bombarded with video content all day long, everything from ads to cat videos. You can’t compete by throwing your carefully created visual media into the “general population” of the social media world. Forget about going viral. Use keywords, good quality, and clever timing to hit the right audience.
Use Facebook Custom Audience to Hone in on Your Market
Facebook’s Custom Audience feature is something you should absolutely be using by now. If you aren’t yet, then look into it right away! It is the best way to make your PPC spending worthwhile because it enables you to target your advertising specifically at those people most likely to convert their clicks into sales. Say, for instance, you put out an ad that receives a high number of clicks from women aged between 20 and 25. The response from this group is huge but, unfortunately, few of those clicks (each of which you’re paying for, by the way) have been converted into sales. You find instead that men aged between 30 and 35, although fewer of them click, render many more conversions. With Facebook Custom Audience, you can then eliminate the non-converting group and target the converting group alone, maximizing your spending and making more sales.
Generate Short-Lived Content
Many social marketers have scratched their heads wondering how to make content that lasts on platforms where each post only has a lifespan of a few minutes. The approach now is to go the other way. Nobody is going to scroll back through their feed or search to find a story you posted yesterday. So, why not rather create content that appears, makes a strong impression, and then expires. This will generate engagement and drive users to your website if they want more information. Fleeting, tantalizing content is the way to go.
Leverage Voice Search
The ascent of voice search means that you should start shifting your content mix on social media towards a higher proportion of audio and video, as opposed to text. How-to videos, podcasts, and the like, will all be valuable to you as more people adapt to hands-free and reading-free searches.
Make Smart Use of Conversion Tracking
In order to make targeted marketing work, you have to track your clicks and conversions carefully. Facebook Custom Audience, for example, can only work if you have done all your homework. Set specific social media marketing goals and then measure your results against them with as much accuracy as possible. You can then constantly tweak your tactics to hit the targets better.
The Digital Marketing People specializes in generating highly effective social media marketing strategies as well as devising high impact short-term tactics. Contact us for help to perfect your strategies.
In the world of digital marketing, having a high Google ranking has always been a primary goal.
What is Google Ranking?
When a user; whether it is a researcher or a potential mega-spending client; types in a keyword or a phrase for Google to search, the position in which your website is listed in the search engine result pages (SERPs) is called your Google keyword ranking.
Because most search results show ten listings per page, a ranking of 1 means you are at the top of the list, while a ranking of 11 means you are on the second page. The higher your position on a SERP, the more organic traffic your webpage should get, which is why SEO has been such a mainstay of small business marketing.
Although Google’s algorithms change regularly, these are some factors that will up your ranking:
Behind the Scenes
When using Google, Bing and so on, the loading speed of your pages is estimated by search engine “spiders” based on the HTML code of your site. Chrome user data adds to the accuracy when Chrome is the search engine of choice. The faster, the better.
The old adage that “content is king” still holds true as there are no shortcuts and appropriate content will always be Google’s friend. However, keeping your content up to date is important as the indexing infrastructure, Google Caffeine, values recently published content.
Also, remember to regard your images as a type of content. By optimizing them with their file name, alt text, title, description and captions, you are sending relevancy signals to Google’s bots.
According to Google’s John Mueller, “Having a keyword that appears in the first 100 words of a page’s content is correlated to first page Google rankings, and having your keyword(s) appear as a subheading tag in HTML help us to understand the structure of the page.”
But don’t be tempted to over stuff your content with keywords – see point above!
The Digital Marketing People
Whether you own or do marketing for an e-commerce business, you need to know which KPIs to track. These are some of the indicators that should be on your radar:
The first indicator is pretty obvious – sales:
- Sales And Customer Growth
Sales and customer growth are always the most important indicators of health for a business. Every business tracks sales on an hourly, daily, weekly, monthly and/or quarterly basis. You also want to track your sales by promotions and channels so that you know which acquisition efforts are working, where they are working and when they are working. This will help you to spend your ad dollars more effectively.
- Average Sale
You also want to track your average sale on a customer’s first, second and third purchase. Knowing this will give you insights at how purchasing changes over time, such as whether it increases or decreases after the first sale, so that you can develop strategies to improve growth.
- Profit per Order
Profit per order is something else you want to track. It’s important to understand who your high-profit clients are and where they come from.
- Retention Rate
The next thing you need to track is the retention rate, with a ‘retained customer’ being described as one who has purchased from you three or more times. Your e-commerce business’ retention rate is important because it helps you understand how customers feel about your brand and whether they will become advocates or not.
Retained customers are your most profitable customers. A great example is from Zappos: 70% of the company’s sales come from retained customers, in other words – those who have made shopping at Zappos a habit.
Data-driven marketing is the latest buzzword in the industry, and for good reason. It is really all about driving more relevant conversations with your audience and the customers in your organization.
It makes a huge difference when you are able to give the right message to the right person at the right time and place. While this may sound simple enough, it can be tough to get right. When you are having conversations across so many different channels, you will quickly realize that you have opportunities on mobile, social media, through your website as well as your call centre.
Customers are looking for an experience that ensures regardless of on which platform (where) they are interacting with you, you need to know everything about them. They expect you to know that they were just on your website and are now calling the customer help-desk about a specific problem.
Most of us have had some kind of disastrous encounter with a call centre, where you explain your problem to one person, only to get put through to the next person (where you have to explain the problem yet again). It’s bad enough when this happens on one channel, but when it happens across multiple channels, the effects can be harmful.
This is the type of problem that data-driven marketing promises to solve. With the proliferation of data, the Internet of Things and cloud computing, we have more information on customers than ever before. We are now at the tip where the opportunities of what we can do to create better customer experiences will explode.
Data-driven marketing, when combined with smart digital marketing strategies, can help to set you apart from your competitors. Contact the Digital Marketing People for more information about small business marketing today.