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!

 

How LinkedIn & Google + Work Together

handshake

 

If you weren’t into B2B marketing, an industry professional or at least attended university from the year 2002 onwards; how many of you would have known about LinkedIn?

Perhaps you’ve been shying away from what Google’s social network Google + can do for you as a marketer. Not to worry, you’re not the only one reading this article that has.

 

With the professional platform LinkedIn being present amongst us for over a decade, this social media network still remains concealed away from many as a mystery to its marketing effectiveness amongst entrepreneurs and B2B marketers.

Acting as virtual home of buzzing industry news & content, business leaders, corporations and upcoming professionals, Mr Weiner’s platform has been strikingly useful for knowledge-sharing, partnerships with potential stakeholders, career opportunities and of course…….targeting the right audience online.

What professional would turn down that within their sector?

 

On the other hand, although billions of people turn to it as the world’s largest, optimised internet services & search provider; many B2B marketers STILL neglect or overlook Google + and its potency within the digital scope.

Let’s wake up B2B marketers and realise that LinkedIn and Google DO have similarities when nurturing online reputation and a reputable social media presence.

 

Continuous, trending news

news

 

 

 

 

 

 

How many marketers or business pros have Gmail? Does your industry sector require you being active on LinkedIn?

A LOT can relate to Google’s email services, have created a LinkedIn profile, followed their company’s page, and even create marketing campaigns when asserting brand awareness, market research and opportunities for viable networking.

LinkedIn Pulse has positioned itself within this professional network’s algorithm to provide it users with up-to-date, relevant and concise content, attracting potentially millions of biz eyes worldwide within their industry.

Why not take an extra 10 mins in your G-mail browsing time to shift your cursor to the top, right-hand corner, click on your G+ profile, and check out the Communities tab on the left-hand side of your news feed?

Based on your field, there’s always a community on Google + that hosts great, substantial content you can follow and still be updated on the latest industry trends as a marketer and business individual.

If LinkedIn can do it, Google + can too!

 

SEO Power

seo

 

The more you publish content on both LinkedIn Pulse and Google + as a marketing or industry pro, the higher you empower your web presence on search engines detecting and picking up your social activity.

As both social networks are optimised more by the B2B market, leveraging these two platforms regularly sets up a digital explosion of web visibility on anticipated google search queries; and across other potential search engines.

Whether you’re an accountancy firm, office provider or BI & market research firm, keep passionate, consistent and innovative with your content; be it an educative video, creative blog article or evocative infographic.

Not to forget standard, ethical SEO practice of ideal keywords, tags and meta-descriptions on your site’s content and web pages, before sharing out across these professional social media platforms.

This helps set yourself for greater impressions and authority towards your target audience online, informing Google that you deserve your higher web rankings on its algorithm.

 

Relationship-Building

biz-relationship-building

 

Marketing is about building relationships right?

Frequent social postings on LinkedIn & Google + markets not only to your potential customers and clients, but also emphasises WHY you are relevant to your industry and future stakeholders – upcoming employees, vendors, business partners, venture capitalists and so on.

In a way, your target audience doesn’t only consist of solely customers and clients for profits; but also to these commercial individuals too as they fortify how valuable your network is and the potential business avenues you can follow.

Networking is not about only attending business events, trade shows and exhibitions; it is about finding great, mutual and authentic things in common with others both of you can strategically benefit from.

These stakeholders are active on these professional social platforms as modern online communication has drastically simplified the concept of business networking, as opposed to 30-40 years ago where business cards and offline marketing tactics were more prevalent.

Overall, we shouldn’t miss out digital opportunities to grow when maintaining a healthy LinkedIn and Google + profile.  The more you position yourself as ubiquitous across the professional side of social media, the greater you accentuate your value to be an authority in your market.

Still think Google + and LinkedIn isn’t for you?  We love to hear your views of these social channels’ effects on your business.

 

(By Peter Turay Jr. – Founder & MD)