UK Digital spend: Adapting or Optimising for 2020?

Throughout the UK within the last 10 years, British businesses of all sizes have increased their digital marketing budgets exponentially.

Have you been part of this business trend?

London shard and central

From B2B and B2C sectors witnessing successful marketing campaigns, viral stunts and initiatives deployed by bigger players online, it is inevitable that upcoming SMEs and promising brands wish to grab a piece of the digital-ad pie whilst it’s hot, succulent and appetising.

 

Since 2018, Marketing Week has acknowledged Britain’s online ad behaviour breaking expenditure limits of £1.34 billion nationwide; with businesses, institutions and consumers making digital advertising and marketing a top priority for their campaign goals and notoriety.

To investigate this business activity up closer, digital advertising and marketing has been exploited heavily by SMEs ran by ambitious or upcoming entrepreneurs and business owners competing marketing strategies and creative content against each other when fulfilling objectives.

Some industry sectors that come to mind are:

  • Fashion
  • Health & fitness (e.g. personal trainers)
  • Hair & Beauty
  • Food & Hospitality
  • Professional services (e.g. consultants)
  • Automotive, Technology & SaaS
  • Social enterprises and event-based platforms

 

Any of these industries relate to you when thinking of digital marketing ads?

 

 

With British digital spend increasing both personally and commercially, the online marketing environment becomes volatile for some businesses, content creators and brands with their campaigns and content. In order to ensure these digital-saavy businesses are exercising the process of this trend thoroughly for long-term success, two questions remain that hold the modern marketer, founder or director in logical conviction:

 

‘Am I another passenger on board the digital-ad train to virtual bewilderment?’

OR

‘With my 2019 efforts and outcomes, have I meticulously devised a proficient, wise and realistic marketing strategy for 2020?’

 

 

The UK may be growing in digital ads as a common marketer’s trend in business, attention and engagement, yet what results have been recorded for SMEs to established players to consider within their digital marketing strategies and tactics as financially viable?

Consumer trends of digital activity give us an overview of what businesses and brands do, yet do not prioritise which marketing activity deserves our focus within our industries.

What could have worked for within digital advertising for you in 2016 may have to be altered for 2020.

As digital marketing and advertising grows in usage, so does its algorithm and nature towards industries leveraging it. Without informed decisions and awareness from your campaign outcomes aligning with business goals, strategising can become more of a dreaded chore than a favourable blessing for the future.

 

 

With AI and marketing automation being spicy topics of interest within Britain, as well as integrating business principles and digital promo together; 2020 can be the ‘maker’ or ‘deteriorator’ of how businesses of all sizes optimise the most of digital marketing. After all, let’s not forget 2020 brings a brand new decade of ultimate revolution to the digital advertising and marketing space.

Strategy typing.jpg

Britain’s catching up with digital advertising trends fast like USA and Europe, yet being a trend-catcher can also be detrimental to your business campaigns online without sufficient knowledge and experience.

Every industry is different so every digital business user MUST optimise different.

 

 

Upon British founders, start-ups and established directors planning a marketing budget for 2020, we believe as a creative digital agency that optimising your expenditure on digital next year and beyond falls down to 4 factors.

 

  • Which marketing channels are you using?

 

Sounds pretty standard and repetitive as many have read, heard or been advised to select the right platforms for their industry, yet it’s also funny how many people lose total sight when a new social media or digital feature gets introduced.

The right marketing channels are a business’ trusted messengers within online to reach out, connect and engage your target audiences. With a competitive space out there, making online, costly mistakes such as inappropriate channel selection may not be so forgiving in the new decade for Britain.

 

  • Suitable content for your industry

 Content is king, yet as a British business or marketer; let’s put the royalty within how we apply content online and not forget that Context is queen for our 2020 digital marketing strategy.  Understand what content works best for your business’ sector, create content from images, videos, blog posts and graphics with discretion; yet don’t underestimate the power of well-crafted, articulate and beautifiul copywriting structure.

A king isn’t official without their queen; they both co-exist together. Apply both content and context together and discover this before vouching for profits from an expensive digital campaign.

 

  • The marketing-funnel-to-sales-cycle transition within digital  

Every marketing strategy invested in financially for digital exposure MUST vigorously translate towards your business’ sales cycle. Whether you’ve been advertising online for 2 or 7 years on Facebook, Google Ads or traditional email outreach, you develop experience of how to guide leads and retained customers from marketing reactions to warmer conversion.

With your developed industry knowledge for completing sales or subscriptions, your 2020 online advertising must be a build-up of tried, tested and worked tactics from initial awareness to conversion stages without serious expenditure regrets for your marketing budget.

 

  • Creating viable partnerships and establishing trustworthy, committed vendor options for 2020   

The majority of British business owners, entrepreneurs and directors may increase or frequently leverage their marketing budgets on digital channels, causing them to be financially constraint or apprehensive of external parties joining in.

Although no one knows how your business or brand operates better than you and your team, getting on board a reciprocal partnership with another business of complimentary attributes or hiring a committed, we-ride-or-die-together digital marketing agency isn’t an abominable crime for your budget.

Both UK start-ups and the established need to eradicate the fear of collaborations going wrong when investing in your digital ad spend, and be more optimistic with how your marketing or ad strategies can excel within the future. Frugality or scepticism can sometimes hinder your digital advertising return, making you spend more ultimately if you’re stuck within 2010-2019 marketing habits and not an expert.

 

Overall, you’re not a jack of all trades and neither is anyone as much as they claim to be.

Digital ad spend is going to tremendously increase with economic empowerment for Britain, yet ask yourself whether you’re optimising your strategy cost-effectively for business returns in the next decade or not?

 

 

 

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Embrace Customer experience, Optimise Lead-gen skills

Is shifting away from Customer experience a wise business move?

How your customers, clients or target audience experience your brand or company is imperative for their affinity, loyalty and ultimately sustained conversion.

Do you think people repeat purchases or subscriptions with those who failed to deliver a pleasurable experience?

Customer experience and lead gen

 

Many of us founders, directors and entrepreneurs understand how rhetorical this question is, yet why is it our marketing chiefs are deprioritising customer experience for innovation and business transformation?

According to Dentsu Aegis’ 2019 studies within Marketing Week, the majority of global CMOs are deviating away from customer experience as a paramount duty to any organisation’s marketing operations. If so, what does that mean for your digital marketing campaign’s value within your industry?

Our agency team views overlooking customer experience is overlooking the human element of any marketing campaign; especially for our below-the-line, obsessed content lovers on Facebook, Instagram, YouTube or interactive ads.

If there’s any mistake a B2C or B2B brand or organisation can commit; it’s dehumanising your online marketing strategies to attract.

 

 

Disruptive innovations are born yearly as often as new cars registrations manufactured.

However, innovations also get replaced by more contemporary technologies, ways and processes of doing things in life.

Out with the old, in with the new is the saying.

Cars and tech.jpg

If customer experience within business wasn’t important for senior marketers, why do consumers still value reviews, testimonials, case studies or even the creative video ad on social platforms now?

Customer experience IS and ALWAYS remains a timeless task of marketing campaigns for every CMO to embrace. Disregarding its importance is disregarding the subsequent opportunity of lead generation from your prospects.

 

 

Amongst any business sector, your target audience has multiple perceptions of how your business interacts and engages their interests, emotions and long-term goals.

Ever heard of brand positioning before?

The way you position yourself within digital marketing campaigns reflects a customer experience as thought-provoking, entertaining, insightful, emotional or even action-taking.

Aiming for the action-taking positioning approach within your marketing and advertising campaigns is where lead-generation skills come in. Business founders and directors must ensure their marketing initiatives stimulate call-to-action within the sales cycle towards lucrative ROI to excel forward.

Take it as filtering out the clutter within the digital marketing funnel and extracting out pure, long-term profitability of potential customers, clients or subscribers most swayed away by experiential outreach online.

Email and social campaigns, video marketing, online advertising and blog posts = sign-ups, discounts or sales. These are the 3 main conversion actions each marketer, brand or business seeks from these channels long-term.

 

 

Yet, delivering a great customer experience remains always the cherry on the cupcake.

Like how a bakery’s finished treats always emanate enticing scents for passers-by each morning; your online marketing campaign must stimulate your prospects’ sensory experiences to convert and retain their profitable lifetime value.

Baked goods.jpg

Non-pestering phone calls, personal data retained, face-to-face meetings with prospects – every business operates in a different industry so you’re aware which lead-gen tactics work best following up from your digital marketing strategy.

Never bake for success without a memorable, sweet or fresh sensation involved!

 

 

Overall, we strongly urge founders, CEOs and entrepreneurs to pay closer attention to how customer experience is equally your responsibility towards business growth and success as much as your senior marketer’s too.

Business transformation truly begins when a customer or client’s needs is fulfilled from a phenomenal marketing experience.

Retain or repel – the decision’s yours within the campaign management of your business.

What are you planning now?

Comment below

If you’re having extra thoughts on delivering the best customer experience possible with your digital campaigns – contact us at contacf@content-45.com and we’ll work together to achieve your marketing goals expected.

 

 

 

7 Reasons why a Facebook strategy is king for Start-up Fashion brands

Black and white apparel

From casual and trendy to suave and sophisticated, the fashion brands seem to overcrowd the Instagram and Snapchat arena; boxing it out for digital fame and market space.

Many start-up entrepreneurs in the clothing sector swarm like bees around a colourful flowerbed of visual beauty on these channels.

 

Yet Facebook still exists as an explosive platform for fashion and biz success.

Before you jump AWOL off the world’s most populated social media network; let’s give you 7 solid reasons why a Facebook strategy holds royalty for your start-up clothing brand.

 

1) Customise and retarget look-a-like fashion fanatics

Black female twins

Fashionable set of trendy chickitas aren’t they?

That’s how any start-up fashion brand must visualise their targeted fans or potential customer on Facebook.

Within the realms of social media, there’s always a cheery, upbeat doppelganger of your retained facebook fanatic to acquire and win their heart over.

 

Creating a look-a-like audience allows any start-up fashion brand to ‘regenerate’ a newer yet similar market segment for your paid ads online.

This matches up your customised audiences to identify and explore greater reach of new customers who may be attracted to your brand’s facebook page, fashion culture, and in the long-run; perhaps a lifelong customer of your apparel products.

Either way, you gradually kill 2 birds with one FB stone – brand awareness and subsequent lifetime value from targeting your most valued audiences to increase your fashion influence locally, nationally and by their lifestyle habits for clothing.

Of course, your market research still counts before duplicating your fashion brand’s net worth on Facebook!

 

2) à la mode Brand pages

Money Clothing brand

 

Surely you’ve heard or seen the Money Clothing in lifestyle and urban culture?

Look how vibrant and cool their header image is when its facebook visitors clickthrough to the Money brand page.

Does your start-up fashion brand portray culture that’s eye-catching of your desired customer?

 

The à la mode is a French term stating ‘in fashion’ or ‘hot in the season.’ Indisputably one of the most crucial ways any fashion brand at ANY stage can optimise a facebook strategy from.

 

Although at early days as a start-up fashion entrepreneur, every fashion brand must capture the attention of their targeted fans and customers through stylish visuals. Even though, millennials and some Gen X’ers are your desired target market and flock to Instagram to view fashion ideas; leaving behind Facebook is a regrettable mistake if you don’t apply a chic ambiance to your brand page.

 

Your fashion business on Facebook must discover its ‘à la mode’ through picture and video content, its lighting, creative edits and most importantly; apply a dab of brand culture that relates to your final consumer for a premium, relevant aura.

In time with the correct visual planning and advertising, your brand page should drive more views and website traffic for the best targeted customers and fans.

Steps closer to conversion isn’t it?

 

No matter what stage of the fashion sector you’re at, your apparel on Facebook is worth something so make it WORTH something.

 

 

3) Geo-ads with great CTA for conversion

Geo-map

 

Who doesn’t like a cheeky discount from a new fashion brand?

Especially when caught obliviously across Facebook’s news feed, as the offer happens to be the RIGHT clothing item for the RIGHT occasion at the RIGHT time you’re seeking.

 

Although from the consumer’s perspective, rarely anyone purchases from a fashion brand first time exposed to it; however sometimes there’s always an exception at times.

With fashion being an all-rounder, recyclable B2C industry, any start-up fashion entrepreneurs must put on the mentality of their ideal customer to create a long-term relationship with their brand.

 

You know next to no one goes cyber window-shopping on Facebook intentionally.

So ask yourself when managing your paid ads ‘What tactic can I implement over time with Facebook to make a grand entrance for my target audience?’

Worldwide, customers love discounts with the endless expenses and bills they have to pay for their living!

 

Entice and reward your target market in different global cities by warmly introducing your apparel brand’s facebook ad with a hooking CTA they can’t ignore!

You’ll get many impressions from geo-targeting your potential customers, but the CTRs and eventual conversion will follow.

 

 

4) Builds brand CRM with your fans, enquirers and customers

Chat CRM FB

 

Most in-season, fashion brands with Facebook optimise a human approach to their online marketing strategy through chatbots.

Whether if you’ve heard of chatbots or not, they can be very useful in crowning a majestic value towards your incoming page visitors.

 

Starting out as a fashion brand whatever your apparel style needs a personal touch, as the potential and retained fans visit you to impress them with what you got.

Besides that digital apparel showcase across the page’s shop tab, start off by greeting and provide a list of anticipated answers to FAQs any fashion brand or line may be asked.

 

This includes:

We deliver within 1-2 weeks nationwide

International orders arrive within 2-3 weeks

Sizes range from ……..

Yes *name*, our special offer ends ……

 

Although some may criticise these as automated, commercial messages, the feedback received from enquiring fans ignites your brand’s flair to start providing fashion tips, advice or scenario-based answers that all customers will experience with fashion.

Build a handy relationship with your audience and your fashion CRM skills improve over time on Facebook.

 

5) Live-stream your seasonal promos on FB stories

facebook live in lens

From audience targeting and ads, FB page make-overs and social CRM, every start-up fashion entrepreneur wishes to engage more instantaneously for higher brand awareness and positive web traffic.

That’s the time to surprise and start going live!

 

One of the greatest mistakes when live-streaming your fashion brand is to solely promote a Winter sale or Summer special.

People will catch you out as using Facebook live as another sales channel.

Definitely not the approach to a favourable end!

 

The greatest live-streaming content for fashion is scenario, update or activity-based for any annual season or event you’re actively promoting your clothing range at.

 

Your loyal Facebook fans and customers are just as curious and excited to check out your latest activities here as much as an Instagram or Snapchat story.

 

If you’re still doubting, even global multimedia and tech publisher Engadget UK observed over 300 million people worldwide view FB stories daily.

Now imagine which person is your potential customer?

 

 

6) Global impression potential

Global dots and impressions

One thing to remember in case you keep forgetting – Facebook has approximately a 2.3 billion monthly, active user base worldwide.

How many budding eyes is that for your clothing campaigns then?

Let’s say a quarter of the world’s population.

 

Whether you feel you’re in a hyper-competitive apparel market and not getting attention, you mustn’t worry as the ambitious, start-up fashion brand.

By marketing and strategising your products on Facebook consistently, you create the potential for ANYONE to discover your clothing business online.

Whether it’s fitness wear, casual tops, luxury dresses to even bow ties or vintage clothing, someone on Facebook will express interest in scaling your fashion brand as a customer, potential supplier or even a committed employee.

 

Facebook may be saturated by baby boomers and gen X’ers now, yet with the right advertising exposure, messaging and lifestyle relevance, they may just be a lucrative prospect for your fashion start-up.

 

7) Fashion categorisation and Segmentation

Moreover, depending on your fashion brand’s product range; you may consider categorising your Facebook presence.

 

Your start-up brand may possibly have both an adults and kids range; especially if you’re selling footwear, summer tops or winter clothing.

If so, create customer and fan convenience on social by enhancing and segmenting your clothing brand to your ideal target customers.

 

Despite it being a bit more footwork with more Facebook page management, perhaps delegating its social media monitoring, content creation and CRM to a marketing agency may be worthwhile your time, expertise and budget.

Guess Caesar and Napolean’s saying ‘Divide and conquer’ really does hold value as a fashion, start-up.

 

Let Facebook reign and live again

 

In conclusion, Facebook still holds exponential social media power for any start-up, fashion entrepreneur.

However, sticking only to the familiar doesn’t unlock untapped potential in digital.

The world may seem gravitated towards the glitz and sparkle of Instagram and Snapchat, yet visuals and live-streaming on these social networks may not be ideal for your fashion brand’s digital strategy.

 

Desiring to keep up with a millennial or Gen Z’ers trends is normal when seeking to create awareness and potential conversion. Yet if your clothing targets a 55-year-old man with an aristocratic lifestyle, political background and experiential approach to personal and career development; Facebook’s a highly suited platform they may spend time on during their free time on a family get-away.

 

What’s your thoughts on devising a Facebook strategy for start-up, fashion brands over Instagram or Snapchat?

Is this something you need further guidance with?

 

Drop us a comment or alternatively, email us at contact@content-45.com

Our C-45 team looks forward to hearing from you.

 

 

 

Seasonal Marketing & Christmas ads: The Digital Sparkle

 

Author: Eti Akter

It’s that time of year again. Though it feels like people have only just taken their pumpkins down, naturally, the Christmas adverts are here.

Since the release of John Lewis’s famous Christmas advert ‘The Long Wait’ back in 2011, Christmas adverts have become the official start of the festive season. There is a frenzy of anticipation each year, and the adverts are now a crucial touchpoint for brands to connect with an audience of Christmas fans who are ready to shop.

The Impact of Social Media

Christmas stockings and social

 

Social media has become a vital part of an advert’s success with millions of views and thousands of mentions spanning across all platforms.

Newsfeeds become cluttered with Christmas related posts and brands know exactly how to tap into these conversations. Before adverts are released, brands have started to release teasers on social media.

 

This creates a huge buzz and generates instant engagement as people eagerly await the launch of the advert. Before this year’s John Lewis advert was released, a five-second trailer accompanied by the hashtag #UnderTheBed started to circulate on Twitter. Brands have also started to create specific hashtags for their adverts, such as Sainsbury’s #everybitofchristmas. By doing so, they can easily monitor the success of their adverts across social media and gain feedback on what people think. Leading Christmas advert brands are trying new social media tactics this year.

Facebook launched a filter a year ago where you can turn yourself into Moz. Last year John Lewis teamed up with Snapchat allowing users to turn themselves into ‘Buster the Boxer’. This allowed the brand to reach a whole new audience, contributing to the overall success of the advert.

 

Recognize Your Christmas Audience

Where did you first see the 2018 Christmas advert?

Was it on TV during the Gogglebox ad break on 10 November along with 3 million other UK viewers?

 

Was it on YouTube or facebook? Did you stumble across it by accident? Or did you Google it, having been sucked into the Christmas advert hype?

The way that people consume Christmas adverts is changing, and we wonder how this affects the creative process that goes into them. With brands spending millions of pounds and many months on their Christmas ad campaigns, are they missing a trick by still thinking of them as “TV” adverts?

Santa on laptop

 

Does the customer’s mindset change when they go from a passive armchair viewer to an active consumer of the advert, searching for a particular brand’s Christmas content? Can brands capitalise on this?

And if so, how?

 

To date, over 26 million people have viewed last year’s John Lewis advert on YouTube and according to Social Bakers; this represents only 40% of online views. Their 2016 social media analytics revealed that 90% of all interactions and 60% of all online views of Christmas TV adverts were via Facebook. These are huge viewing numbers from a more pre-engaged audience than passive TV viewers. Surely brands would be mad not to use this to their advantage.

 

Top 5 Christmas adverts for 2018

Argos

The star of Argos’ ad is an annoying little creature which the brand is calling a ‘fool’, which looks a bit like a smaller Dobby, the house elf from Harry Potter. However, unlike Dobby, the fool is rather unpleasant as it embarks upon a mission to ruin Christmas preparations for families however it can. But, never fear; the fool is rounded up with a load of other captured fools by an Argos Fast Track delivery driver who saves the day, would you believe it? It’s funny at times, but the ‘fool’ gives us the heebie-jeebies.

 

Lidl

Similarly to last year, Lidl has returned with three short festive ads, each with the same theme of ‘Upgrade your Christmas’. The message is clear: these holiday revellers should have just updated their Christmas a ‘Lidl bit’ – via the supermarket’s new gin and party food rather than a giant Christmas tree, 16-piece orchestra or imported snow from the Arctic. We like the theme and some of it’s a laugh, but would one longer ad have been better?

Ad collage

 

Boots

The feelings evoked in the brand’s 2018 advert will resonate with mothers and daughters all over as we see a teenage girl and her Mum struggle to just get each other: From Mum disapproving of her daughter’s make-up to the girl sneakily using Mum’s perfume ensuring it actually runs out, it’s all very relatable. Their changeable relationship continues until the daughter is shook to see her mum singing Christmas carols in a choir and that’s where she finally understands her Mum a little more as she realises performing is her passion. We were surprised to see the song take inspiration from Robbie Williams ‘She’s the One’, but it’s kind of cute!

 

Asda

Differing to last year’s tale of a girl and her granddad who stumble upon a Christmas factory, it’s a much noisier 2018 offering. Christmas well and truly kicks off with a bang in the ad, when Santa launches a flaming Christmas pudding into the air out of cannon. Next up, there are Santa Clauses on motorbikes, driving yetis, a giant polar bear and plenty of Asda George-wearing Christmas revellers. It’s a fun advert and gets bonus points for using one of the best, and most underrated, festive songs ‘Christmas (Baby Please Come Home)’ by Darlene Love.

 

Tesco

The supermarket’s first Christmas ad offering centres around family, similar to last year, and more specifically around the classic festive debates: Traditional turkey or goose? Go out for a Christmas Day walk or not moving from the sofa all day? Sprouts or nah? Set to an orchestral version of Fleetwood Mac’s ‘Go Your Own Way’, we enjoy the family references we’re all too familiar with – and the music and all that food is making us hungry.

 

Any ideas on planning an engaging 2019 digital ad for your brand or business?

 

Drop us an email at contact@content-45.com as we look forward to helping you achieve creative success and results in seasonal execution.

 

Festive greetings everyone!

How 2018 marketing setbacks power up your 2019

2019 comeback

What have you achieved from marketing in 2018?

Has your system of achieving objectives been met?

Or do you feel you’ve been hopping from one trend train to the next?

 

Jump on Instagram, your brand will be great on there!”

 “Why not start a YouTube channel? Everyone loves video!”

“Do people even still use Facebook or read blogs nowadays?”

 

 

Bet you’ve heard these comments related to your business or brand from a friend or acquaintance, right?

Live-streaming and video nowadays are marketed worldwide as the fun channels of how people engage, update an audience and keep tech-trendy in our digitally enterprising era.

This may grab the attention span of your fans or targeted prospects, but is it the best way to convert?

Do not EVER let another person’s opinion conflict with the way you market yourself online.

Even if you’re frustrated from no profitable results, that haphazard marketing slip may not be right for the conversion you’re seeking.

 

 

To get business development for sales and conversion stronger; what ever your industry in 2019, the top rule to master is stop being a volatile marketer.

No one cares as much as you do about your business and its progress.

That person who suggested this isn’t with you consistently or deep in thoughts at night on how to grow and capitalise your career.

Start strategising and apply your selection of channels with wisdom from awareness to filtering your most interested customers and clients with the sweet close-convert-and-hook method.

Here’s some common 2018 marketing setbacks that can strengthen you for a better 2019 approach:

 

Not every social media channel is appropriate

Social media to choose

How many social media channels do you have?

Whether you agree or disagree; a social media platform must be managed with purpose towards your brand’s digital marketing.

There must always be a final goal long-term to what you’re trying to achieve.

So what is it then??

 

You may have found yourself in 2018 adding on multiple platforms to your arsenal of marketing communications, ALL thanks to a misguided suggestion or observation of what’s trending and how your friends are engaging.

 

Even us as a digital agency made the same mistake earlier this year with Instagram.

From our experiences, we learnt, realised and summarised that without a thoroughly organised plan to why you’re on a social channel, your content and efforts published prove ephemeral without impact to your business goals.

Likes, views and black-hat comments don’t earn your living!

 

As the modern entrepreneur or marketer, enjoy social media features like Instagram, Snapchat and Facebook stories as a consumer; but apply a different mindset when it’s your business.

If it means cutting off some social channels completely from your online presence, so be it if it’s not adding towards your final conversion goals.

Social media in business is not only for digital showcase and glamour; it’s a means to a profitable end for your 2019.

 

 

Blogging wasn’t your forte at the time

Laptop and blog pad

Did you know avoiding blogging is avoiding your web visibility’s ranking and searchability?

Some of you where this is going – yup, white-hat SEO!

 

As a goal-driven, hungry founder or marketer, you may have dodged the blogging cycle in 2018; however, it won’t do you better justice in 2019.

 Being an enthusiastic writer of your industry and business not only gifts you with the skill of niche copywriting; it contributes to one or two marketing goals online which is brand awareness and engagement.

But where’s the value of blogging if I’m not converting?

 

The value lies within building and developing your website or blog channel’s content marketing for gradual ratings by Google.

Over time, a targeted prospect or potential customer’s search query may stumble across your relevant blog article and into your sales pipeline.

Not appreciating how search engine marketing works through blogging is a major disfavour for your business or brand.

Reconsider how powerful blogging is for your own industry marketing style in the new year and you’re revamping your 2019 marketing mindset.

 

Oh no, not big data and marketing stats!

Marketing data

 

 

 

 

 

 

 

 

 

Yes indeed – online marketing isn’t always creating, editing slick content and having fun.

We have to embrace the stats and make sense of our work.

 

Brands and businesses both B2B and B2C, established or start-ups; need to understand and consume the importance of digital analytics.

 

Our prediction is that 2019 is going to be a very analytical year of the type of digital marketing campaigns for multifarious sectors across the global economy.

Particularly for FMCG, fashion and consulting services.

 

What proves impact is how your results are performing in alignment with your business goals.

Platforms like Google analytics and any ‘insights’ tab you may have avoided across social throughout 2018 are the next plateau to reach for your 2019 strategy.

The trends may be what’s hot for your marketer’s creativity, but it doesn’t matter if you can’t analyse the metric trail left behind to power up your approach in 2019.

 

Data, whether real-time or progressive informs your future marketing and subsequent business decisions.

Make great use of big data and marketing analytics for your campaigns in 2019 goes a long way towards how ANY enterprise or brand views digital campaigns.

Anyone can make noise online, but make noise with meaning and returns!

 

A static mind towards paid online advertising & budgeting

Static mind

2018 may have been the year you started using paid advertising online like Google AdWords.

 

Reflect over the experience for a minute.

Did you set a high ad budget hoping to receive greater conversion?

Were you frustrated by poor results for yourself or on behalf of someone else’s advertising afterwards?

 

If so, maybe you weren’t entirely informed of the step-by-step process of trial and error, evaluate and improve your campaign performance within Google advertising.

The truth is that PPC advertising newbies perceive this channel as either a ‘genie’s wish’ for luxury search engine conversion, or are too much of reluctant ‘fraidy-cats’ to invest their money online.

Some marketers or online ad investors view this digital channel by saying either:

 

It takes money to make money so why not invest big?

OR

What’s the point of online advertising if I hear it doesn’t work?

 

Now that’s a static mindset you may have developed, thereby guiding your decisions with emotion over rational consistency.

The safest option to revamping your approach to online advertising in 2019 is to start a small budget within your means first, before pinpointing the positives of running your campaign.

Without a doubt, there will be negative performance for the first few campaigns ran; however pinpoint the positive factors such as higher impressions and clicks. This guides much more logical thinking towards the ad creative (e.g. title, keywords, copy, etc.) you’ve drafted the campaign with for future 2019 ads and favourable results over time.

 

So what’s next for your 2019 digital?

Overall, there was a fair amount of info ground covered regarding your 2019 marketing strategy as a business or upcoming brand.

Yet, we want you to not just read this and forget; but rather read this and ACT!

 

The most recommended advice is to analyse the key topics and its issues we discussed and implement within your digital marketing for the new year.

Every year, new mistakes and challenges within marketing practices arise; yet revising your previous mistakes and discomforts to your improvement reveals persistency and dedication to excelling your business and marketing goals through digital.

Drop us a comment in 2019 on how the application went from this article to fruition and results in your business.

 

The 3 Key objectives of a Content Marketing plan

3 means unity

Ever find yourself stuck on what’s your content’s purpose?

You may be creating the greatest, most engaging content or emulating the latest digital trends; yet content marketing is about targeting and giving back.

Picture, video, blog or even the hyper live-streamers – your content must be planned strategically for your long-term goals, not frivolously for the sake of it.

This sounds obvious for many experienced content marketers, however when drafting a content marketing plan; there are 3 key objectives both beginners and established must follow:

 

  1. To Educate

 

They say ‘education is the passport to the future’.

In class

If that’s the case, make your passion the next digital country everyone flies to and resides in.

Creating content that educates must be a prime goal to achieve amongst your audience as this represents your market positioning online.

Every consumer seeks valuable information for their needs online nowadays.

What stops you from positioning yourself as the expert then?

 

Beyond the SERPs of other track-record pros and famous publishers, you too can educate with your content marketing.

Always consider that within your industry and career aspirations; there’s always someone out there across the world that listens, engages with and values your opinion, writing and media style online.

Plan and educate your customers and fan base with an unforgettable digital footprint that serves informative value they’d be thankful for later on.

 

  1. To Inspire

How do you leave an impression on your fans, potential customers or clients?

What message are you seeking to impart upon someone?

 

Great content marketing leaves the receiver motivated to act upon consumption.

Whatever media you choose, aspire to adapt your message towards your recipient’s thinking on how to improve themselves.

Once your audience acknowledges that from a compelling life meme on Facebook, Twitter or Instagram, or even the popular 3-5 mins video on YouTube; you’ve met your goal to inspire and deliver.

Yet as the content marketer, true inspiration is mutual once your outreach receives positive feedback based on the productive results they’ve achieved from your content marketing’s impact.

Any dedicated content planner ‘sets up to lift up’ their audience through funny and thought-provoking stories, life experiences, wins and failures of their journey, and a genuine character online.

 

  1. To Acquire

Acquisition is juicy

 

One of the most crucial objectives every content marketing plan must achieve – to squeeze and taste the juice!

You don’t spend time, effort and even money at times to produce content for no returns

Subscribers, fans, customers and warm leads – everyone has a desired goal of HOW MANY or WHO to acquire when meeting their goals across digital.

 

Depending on your content choice, which approach works best from past experiences, and what’s required as profitable to you; your call-to-action is your final tool of ‘slurp-a-sition.’

You never drink a smoothie or milkshake without a straw right?

Your call-to-action is a trusted method to obtain, quench and refresh.

 

Provide a call-to-action to ease your prospects online and ensure it doesn’t ask too much of them.

As long as you state purpose within your content, address their needs and keep consistent; the meaningful prospects across your online marketing channels and within your targeted audience will be acquired.

Bottoms up content marketers!

 

Drop us a comment on how important these key objectives are for your content marketing plan.

Our C-45 team looks forward to your thoughts!

Great Video: Some basics you need to know

Have you ever wondered why your videos don’t get as many views or aren’t as popular as movies or adverts of famous producers or directors?

Well, at the heart of every great director is his or her own style. One of my favourite examples is Steven Spielberg (yes, I am biased). There are plenty of articles written about his style yet adverts and films are slightly different animals.

If you are considering shooting your own videos, our first suggestion is to look at the ads and see the differences. Mainly, pay attention to angles, close-ups and scenery shots, before understanding why the director decided to use them and why are they in specific sequence.

Now listen to the audio type, soundtracks and how it sets the mood. More importantly how throughout a video the sound can change dramatically. Then, pay attention to the effects and how they set the mood (i.e. darker shots make you worried or sad, brighter and lighter make you energetic and happy). Also, when it comes to adverts, use of text is very popular, pay attention to that too. After you examined everything, individually piece it all together.

 

Now, I would like to share some examples that I believe are greats of what I mentioned. Next week, I will go into a bit more detail of how to plan your shoots and what will you need to start.

One of the first and perhaps memorable campaigns (First video was what got me into being more fit).

 

Another Nike Advert (more recent) but in a very different style done in Russia.

 

All I can say is three words. Quick, powerful, iconic.

 

I do not need to explain anything here at all.

Strategic Creativity

Effectiveness of all marketing communications can be broken down with 60-20-20 rule:

60% – Offer

20% – Channels

20% – Creativity

 

From the start, let’s say the offer (e.g. message, content etc.) is the most important part, and although creativity is only 20%; you must never underestimate this part. The biggest problem with it however is making sure creativity is channelled in a right way. In order to do so, one must clearly understand the following rules.

 

  1. Never forget the audience

 

If I could have a penny for every time, I remind our clients, colleagues and friends, I wouldn’t need to work ever again. Key to this is relatively simple, do your research, segment well and you are on the way to success.

Let’s start with research, this will largely depend on your business itself. If you’re a local bakery. you wouldn’t research the entire world but would also need to be familiar with the trends in your industry.

As an example, you might start advertising low calorie options or starting to offer smaller sets of delicious pastries. This is an example of psychographic research, where you see that people are more generally aware of their health. So, your offer is pastry sets (60%) and the creativity should be health aware message (20%).

 

2.  Don’t get carried away

 

Today, there is a variety of design & creativity tools at your fingertips, and it is very important to remember less is more.

When reaching this step of actual design, it is important to remember the last step. After all, your audience picks the channels for you and not the other way around. If we continue with our bakery example, most likely your budget is not going to be big so most likely the owner will opt for social media; which is especially great when you want to target local.

The biggest problem with it is what we call ‘deadscroll’ (when a person just mindlessly scrolls through the feed until something exceptional catches your eye. First thing that springs to mind is ‘Let’s do a video or an animation‘ because everyone saw the stats that videos deliver better results than images.

However, this is where a little problem creeps in and it is that those videos delivering better results for brands already have established followers interested in the content. So, when deciding on the media type for creativity, remember eye-catching and interesting and not what everyone else wants you to do.

 

3. Interaction, interaction & interaction

After the message is published, you will need to plan and provide options for what you want people to do and how will they interact with the message.

Again, our local bakery should provide above mentioned info but it also might show its location for new customers or to remind existing ones about its location. This, by no means is the only aspect available, there are also web links, shopping, reviews etc. Those options should be chosen carefully (less is more) depending on the objective in mind.

Increase sales online gives them a website presence, given by a local map. Also for local businesses partnerships are key. Our bakery could make connections with a local gym to advertise healthy treats.

 

4. Measurements

Last but not least, make sure you keep track of everything you do. In today’s online world, you can measure nearly everything on minute basis. There are plenty of free tools out there to help you do it. Facebook ad measurements, Pixel and Google Analytics are examples of a few to name. Remember collecting results is not only to keep your campaign on track, but also for future research.

 

In conclusion, make sure you keep to the rules and you will be on track for success!

 

 

How to copywrite for Winning Email

Intro picture (Keyboard)

 

Ever asked yourself ‘Why don’t I find myself writing and crafting enough email?

Some of you may give excuses such as:

  • Email’s dead – it doesn’t convert at all!”
  • I’m terrible at writing.”
  • My copywriter or digital marketer handles that.”
  • “Can’t be asked with all I’ve got on the plate.”

 

Regardless of the misconceptions of email marketing being traditional and downright overused, this marketing channel still matters for online campaigns and outreach.

Hope you’re still reading B2B and B2C marketers?

Yes, email is a popular method of keeping in touch with your fans, potentials and retained subscribers in business.

No one ever disputes that.

However, the art of creating great email with impact relies on your ability to understand your audience, tone of voice and embracing the passion of written language.

For all buzzing marketers, entrepreneurs or C-Level executives; here are some helpful tips on copywriting for winning email:

 

Too much text and you’ve lost them

Email copywriting isn’t easy for excited marketers.

One of the greatest mistakes is bombarding your final recipient with a gazillion rows of text and font sizes.

Text and handwriting

Whether it’s your latest blog release, seasonal offer or company update, too much text drains out the attention span to 0 in this aesthetically visual world of today.

Although you wish to keep the reader sufficiently informed, every great email marketer must master breaking down and summarising text for the best retention possible.

 

People are receiving and reading emails endlessly everyday.

Off smartphones when getting out of bed, on cramped public transport, and even off computer screens just 10-15 mins before lunch breaks.

What makes your email any different?

How can you make your final message shorter and succinct?

 

Ask yourself these 2 questions and ensure the text quantity is enjoyable for a happier, retained subscriber.

 

Understand your audience and tone of voice

Who’s your fan or customer?

Do you consider their wants, needs and aspirations?

How do you address them?

TOV

 

Once you’ve answered these questions according to your knowledge, you’ve cracked only 50% of planning successful email copywriting.

The other 50% is consistent execution of this amongst your targeted email database.

If you’re in B2B, you’ll be dealing with a specific number of professional individuals subscribed or contacting you for 3 reasons:

  • Industry news
  • Client liaison
  • Ongoing business development.

 

For this reason, keep the email copy straightforward, contextually goal-orientated and mutually beneficial for greater engagement.

 

For B2C companies and brands, your email copy and tone-of-voice should be friendly, product or service-focused within a scenario, and spark an emotional response upon leading towards your call-to-action.

This way, both clients, customers and fans acknowledge you’ve considered them first when crafting your email text, and with favourable results and patience; they’ll be engaged with positive expectations of your email outreach.

 

Always proof-read and contextualise

Like any other important piece of literary work you’ve written – proof-reading into context is vital for any winning email copy.

Treat every word and punctuation usage with vigilance as you would stepping across a rushing river on a vertically-led, dispersed rock path.

Every email campaign’s copy for your marketing outreach must be organised and follow a story-like rhythm.

Why is that?

Your final reader needs seduction from your email language so much that it becomes an enjoyable, attractive flow from start to proposed action.

Moreover, your language represents your business’ care into email – make the copy their pleasure to read and act!

 

Never forget your final goal

Whether you’re a non-for-profit to a profit-based business, your email has a task to achieve.

Some may be the best copywriters in town and spark unforgettable chemistry everyone marvels over with words, writing style and great context.

Yet, if you don’t make your end-goal clear and authoritative during the email’s latter stages; the efforts will have gone all to waste.

People always ask even before reading ‘What’s the catch or purpose of this?’

Even your loyal customers and clients too.

Subscriptions, downloads, social media follows, click for shop discounts – these are all key examples of common call-to-actions assisting your final goal.

Make your copy worth their eye-squinting, brain-processing and time for a favourable, higher chance of marketing conversion.

 

Try these simple yet crucial rules for 2 weeks and comment back below on any progress you’ve noticed for email success.

Happy email copywriting for 2019!

 

Can SnapChat rival with Instagram’s latest trends?

Snapchat logo quote

Can you think of live-streaming without SnapChat?

You probably can with Instagram Stories hot on the scene for millennials, Gen X’ers, celebrities and social media influencers now.

SnapChat was once one of first live-streaming apps appearing on social media, where users turned their smartphones into narcissistic devices that broadcasted viral stories to friends and fans about their everyday life.

With convenience to access, instantaneous nature and creative simplicity, the social network became an electrifying pass-time for youngsters frivolously sending each other pictures and videos (called ‘Snaps’) that expired after 24 hours.

The popular live-streamer allowed its users to become ‘miniature creatives’ from editing their content with fun stickers and post-produced image and geo-filters (e.g. the notorious stick-your-tongue-out, puppy filter loved by females snappers).

THEN….. all of a sudden, Instagram Stories showed up!

 

Yikes…..SnapChat’s in Trouble!

 From late Summer 2016 onwards, our cute magenta & peachy-looking camera decides to jump on the live-streaming wave and rival SnapChat with their doppelganger – ‘Instagram Stories’.

Instagram Story

As the name implies, Instagram Stories allows users to start broadcast live-streamed content amongst their followers; adding in enhanced features for creativity with your photos and videos like:

  • Multicolour pen tool & funky drawing for text-writing
  • Instagram Live’ for your fans
  • Auto-progression from one story to the next (SnapChat’s downfall ever since removing it)

Not ONLY JUST your personalised social album of posting pictures and video right?

So like any other trendy concept in-season, a lot of SnapChat users weren’t so brand-loyal after all as IG Stories increased in user base, depreciating the usage of our original live-streamer.

 

A Marketer’s perspective

SnapChat attracts young audiences, predominantly millennials and Generation X when leveraging its fun, trendy and in-the-moment lifestyle of buzzing media.

Instagram on the other hand, allows for a permanent footprint with your social activity through a user’s visual myriad of media on this platform.

If a marketer was promoting for a sports event or latest updates of your iconic figure, their marketing message must be:

  • Engaging and relevant
  • Fun to watch
  • Snappy and effective with its call-to-action

 

Otherwise it may end up like this:

snapchat in pocket

No digital or social media marketer wants this for their SnapChat presence as it’s lost opportunity for greater reach amongst your online community.

Care to agree marketers?

However, some other users may desire more permanence on their social media presence; even after the moment has ended.

Whether you’re a business, celebrity, role model in society or a normal social media user, we’re all marketers of what we believe in, do in everyday life and where we go in one way or another.

Posting up content for our Instagram pages expresses the value of visual storytelling about our lifestyles, favourite foods, holiday places to visit and interests onto others.

In case you may not know, Instagram marketing almost works like a two-way, visual conversation amongst your fans.

And no, I don’t mean simply messaging users privately one-to-one lool!

Messaging on social

Insta users and businesses with engaging content and high fan bases enjoy the best of social media marketing. The visual conversation comes from buzzing fan commentary and live video-broadcasts posted across this mobile channel, thereby influencing users which their content resonates with the most.

Think of it this way – the simpler and catchy your captions, higher your content’s impressions, likes and RELEVANT hashtag optimisation on Instagram all creates a digital combustion on this social media network.

SnapChat doesn’t allow you to combine all of these social media tactics permanently now does it?

That’s why persistence in your Instagram marketing makes you an ‘Insta-celeb’ ha ha!

So long as you’re popular for the right reasons within your industry as a brand, role model or marketer, anybody can master the visual creativity and artistic impact Instagram can have for your digital marketing strategy.

 

Do you think SnapChat still has a chance for the future of social media marketing?

Has it finally met its match or scheming something revolutionary to shock us all with?

We look forward to hearing your feedback!