Marketing Impact: 3 Reasons why understanding Creativity & Buyer Psychology works

Creativity and psychology in consumer behaviour

Any entrepreneur or executive must be ready to understand psychological principles that help you understand your target audience or buyer’s approach.

As a perfect example, digital commerce platform Business 2 Community stated how people are motivated by loss of opportunity or latter regrets when making purchase decisions; whether B2C or B2B.

Subsequently, creativity often prompts a different approach in problem solving and when such approaches are used in the business atmosphere, the results can steer you pleasantly surprised or be a valuable marketing lesson.

Here are 3 simple reasons every business must understand creativity and consumer psychology for effective marketing:

 

1) Emotional appeal creates a desirable lifestyle

 

A middle-aged man may purchase gym membership not just because he wants to improve his health or immune system, despite knowing the fact that it may reduce risk of heart diseases; but also because he wants to look good and enjoy a rejuvenated life.

A guy may buy a car not just to travel with great tech features or fuel efficiency, but because it makes him feel cool and good in social status.

Generally, when making a purchase decision; people get influenced by many factors within online and offline MarComms. People do not always purchase products or services to fulfil just real needs, but also to satisfy their emotional desires. This also happenes in the B2B world too.

 

They want more time and control, self-confidence, increased comfort, or what they perceive as a better life. They want to stay updated, influential or to better express themselves. Of course, people are influenced by facts and figures, but this information is often outweighed by emotional aspects within one’s lifestyle.

By using this psychology principle in your marketing; whether online or offline, you are simply meeting your consumers’ ultimate needs from actual features to the psychological and emotional quality attracting them to your business.

If you understand at what point of psychological discomfort they’re struggling, your product or service can fit and speak directly to their struggles or needs.

 

2) The benefit of Reciprocity

 

As introduced in Dr. Robert Cialdini’s book, Influence:The Psychology of Persuasion”, the idea of reciprocity simply means “if you see someone doing something nice for you, in return you will naturally want to do something for them too”.

There are multiple ways to use the reciprocity principle in your marketing. The modern way with digital is by your content marketing by anything from offering a special eBook, a branded sweatshirt to even offering your expertise on a difficult subject matter.

Even sending a thoughtful, hand-written note will do in establishing reciprocity. You need to provide some value to your buyer before you ask something in return.

 

3) Credibility evokes psychological adaptation and consumer trust

 

Do you want to know the best ways to influence your customer’s behaviour to act?

Here are two possible reasons why people won’t purchase your product.

  • No interest in your offering
  • Unsure about the benefits and value your product or service delivers

 

In marketing, it’s important to recognise that people always buy products for their own reasons, not yours. A lot of consumers are concerned about possible risks of fraud or because the service offered online is not good enough or they will never receive it.

Credibility is important; especially online where the entry for sellers can be low if they’re unfamiliar with modern marketing practice or experience higher offline returns better for their business. By using this psychology principle, you will be able to fully understand the psyche of the average customer’s buying approach. This will help you engage the ideal target audience effectively.

 

Just imagine how effective your marketing can be by already knowing your customer’s psychological profile?

 

The key takeaway here is to continually test, analyse your results and optimise them. This knowledge provides small tweaks when creating a huge difference.

 

Comment below with how your perceive creativity and psychology working hand-in-hand for your marketing activity – our agency team will love to hear from you.

6 Must-Dos when working with Marketing Vendors: The C-45 guide

Marketing Vendors and its stages

Don’t try to hide it now.

Whether a Mar-tech software, popular influencer to even a creative digital agency; we’ve all been approached by or considered a marketing vendor.

 

Smart Insights stated in 2019 that businesses who plan marketing campaigns and projects thoroughly create a 356% greater likelihood of ROI with an aligned strategy.

One of the greatest factors contributing to a well tailored strategy that every business executive must know is who your marketing partners are externally.

As some have held cynicism for outsourcing any marketing activity of theirs to a 3rd party, there are justifiable reasons from past experiences such as:

  • Low financial budget
  • Scam artists posing themselves as ‘professionals’ or ‘experts’
  • Distrust in results being achieved
  • Potential loss of marketing authenticity, branding or ownership

 

These are common reasons that prevent a business from outsourcing to any vendor as we all desire to reap our money’s worth from external support.

Yet over time, a 3rd party experience with a marketing vendor can prove highly beneficial as you power up your expansion and marketing strategy towards your business goals.

Before considering any ongoing transaction with a marketing vendor (not many blogs may give you this inside-scoop), get your corporate checklist out and consider these 6 must-dos before considering closing the mutual deal:

 

1) Learn values and Vendor Offerings

Every marketing vendor has business values for why and how they operate.

When considering marketing assistance for a current campaign or communications strategy externally, it is vital to conduct background research on a clean history of the potential marketing vendor.

Even if you were referred by a trusted business partner, friend or affiliate, your discernment of the vendor’s values differ from a friendly referral.  It is your budgetary investment, ESOV and reputation at stake before any business engagement takes place.

Although this sounds basic, yet reading the vendor’s About us page on their website, browsing their LinkedIn, Facebook and Instagram activity; to even video interviews or thoughts builds up how credible they are.  You are able to track digital footprints on:

  1.  What’s their inner drive towards helping businesses and brands through marketing?

 

    2.  Is there a respective level of practical consistency in their stated values?

 

Once values are considered, review their offerings and whether this can be sustainable for your growth.

An influencer, agency or business software can have x, y, z, aa, bb, cc ……….etc  services or packages within their arsenal, however being realistic on goal alignment is paramount.

If any of their offerings don’t align with your marketing or campaign goal outcomes, you risk wasting time and investment at a win-loss situation.

Do you really want that?

 

2) Keep in touch with a Senior Executive

Once considered, establishing a great working relationship with a senior executive or personnel is key to growing a strong marketing partnership.

From our experiences at Content 45, we encourage any client working with us to regularly communicate with our agency.  We wish to know as much relevant details about project work as you wish to know on our progress for your business.

If you can, always stay in touch with 2-3 executives; the founder/director or key influencer, accounts manager and creative.

These individuals are important when maintaining healthy communication directly relating to your ongoing marketing campaign and its management towards success.

  • Founder or key influencer –  they’re the main person controlling and overseeing the entirety of your outsourced work
  • Accounts manager – Leads and processes the relationship profitably between you and the executors of your marketing
  • Creative – Drafts and plans your campaign perspective and message from dust to reality in an appealing, market-worthy manner (e.g. branding, content, advert, etc.)

 

Never miss a beat on keeping these individuals within your good books and regular contacts as they appreciate your communication and cooperation too.  Marketing outsourcing and implementation is teamwork and not a one-sided transaction at all.

 

3) Be receptive and compliant to constructive advice

When working with a marketing vendor, always observe and watch out for the arrogant, telling-you-what-to-do type.

Creating a balanced relationship between your business, brand or organisation and the ideal marketing vendor must have reciprocal value.

For any outsourced vendor, choose and listen to the consultative and open-minded types building value to your business.  Despite you working in the industry with more experience, any marketing agency or vendor offering you consultative advice and genuine, practical value is a keeper.

You must be open-minded to listen and not easily criticise or disregard your marketing vendor’s concepts and strategies they offer.  They have experience within the marketing & advertising field, whether online or offline; you have operational experience within your chosen sector.

Why trivialise their efforts and over-develop an independent ego to do ‘your own thing’ ?Teamwork, unity and consistent communication should be approached with an ‘our own thing ‘ mindset for any vendor you work with.  If a marketing vendor takes things one step at a time as part of an incremental strategy, this proves they wish to make YOUR success THEIR success too without perceiving you as adding on to their revenue margins by cross-selling unnecessary project fees and services.

 

4) Prepare your budget without Frugality

Every man or business has their price – never approach or consider a marketing vendor on a zero to hardly any budget.

With economic inflation always in effect, you too give an impression on a potential vendor if you disregard their commercial needs.

Marketing vendors need business sustainability too when continuing their services and projects they deliver.  This must never be underestimated as any business considering outsourced help with online or offline marketing should account for specified marketing figures as a sufficient budget to execute any vendor’s work during preparation.

Realistically plan your marketer’s budget either monthly, quarterly or annually and be reasonable with any project quotes without seeing an opportunity to slash costs for your own advantage.

A frugal mindset produces jeopardised outcomes – every marketing vendor must be compensated fairly for their sacrifice.

 

5) Ensure Marketing goals and Project scope is addressed

One of the most critical stages when managing any marketing campaign is ensuring each action aligns with main goals outlined.

At Content 45, we’ve been trained and experienced to ensure any project our agency team works on with clients addresses marketing goals.  This way, transparency of expectations and rationale behind any tactic performed is displayed crystal-clear towards a client.

This sounds like a simple stage a business must follow, but believe us when we say SO many vendors go overly ecstatic with their ideas and skills that they forget it’s a business’ reputation on the line.

Nothing looks worse than using a Mar-tech platform, hiring an agency or influencer to do implement an action plan that does not address your marketing goals for profitable value in your business.

Time and money will be wasted and both parties will be dissatisfied – never reach to this extent.

Any marketing vendor you work with must ensure the project’s scope is addressed, thereby presenting a clear overview of marketing deliverables, objectives, timeframe, KPIs and future direction the project is seeking to head for.

 

6) Finalise mutual documentation without unnecessary delay

As the project is agreed on between yourself and the vendor, all details must be drafted into official written documents for your records.

Works contracts, NDAs or Partnership agreements are the 3 most common documents you will come across before commencing work with a professional marketing vendor.

Even you as a recipient of pending work for your business must not delay a marketing vendor’s time by sitting on an incomplete contract without signing.  Many start-ups, small brands and entrepreneurs are guilty as charged for holding incomplete agency documentation due to eventual lack of funds, the incapability to commit long-term on a project or clashes with personal life distractions.

By realising you cannot work with a marketing vendor after going through the aforementioned 5 stages becomes a waste of time and resources spent from a marketing vendor’s perspective to build your marketing value for ROI.

No one likes their time wasted, so do not waste a marketing vendor’s either.

For future references, ensure you’re prepared mentally and financially to commit to a marketing vendor relationship; whether an agency, influencer or tech platform.  Most deals or contracts, especially within the B2B sector run dry and non-existent from very basic fundamentals such as the signing of contracts; thereby making everyone lose out on opportunity long-term.

 

Did we miss out any stages you’ve experienced with a marketing vendor?

Comment below with your thoughts and ensure you’ve prepared thoroughly before making that next marketing partnership.

4 reasons why Businesses shouldn’t cut Marketing budgets during crisis

Budget cut in marketing

In times of crisis, it’s inevitable that businesses review their marketing budget and would be tempted to reduce or cut costs for promotional activities. Being a knee-jerk reaction, companies need both firmness and a growth approach in their marketing investment.

Marketing week recently observed the COVID-19 lockdown spark off profitable surges in online sales by 35%  amongst multichannel retailers over e-tailers.

Do you think these brands pulled the plug from its marketing despite economic tragedy? 

 

You may say “Oh, but they have a bigger marketer’s budget and greater network!” , yet isn’t this an opportunity for you online too regardless of your company size.

Cutting costs may look like a quick, simpler solution when alleviating for potential financial difficulty, but it can prove to be a very costly mistake long-term. Having a healthy inflow of customers is the core and priority of any business.

 

Once re-assessed, it is clear that marketing investment even during diminishing consumer spending and unstable economies is one of the wisest decision that will benefit you in the long run. Otherwise, how can new customers know that your business exists if your marketing efforts have subsided?

 

Here are 4 reasons for not cutting down your marketing budgets:

 

1) To create a Reputation for Your Brand

Reputation is the key factor that stays and is the ultimate differentiator. In this time of crisis, when many other businesses are dropping their marketing efforts; now is the time to act oppositely from your competitors.

If you are prepared and have evaluated your situational risks, invested time and network resources for such market lapses; chances are that you position yourself stronger in unitising these opportunities for your brand to shine for a greater reputation in the future during uncertain times.

For what does the market say about you? What do you want to be known for during economic difficulty? By doing so, your business will develop a brand that is living and building equity every day.

 

2) To keep your Brand alive in the Marketplace

Customer retention is less time-consuming and rigorous over acquiring new customers when managing your marketing budget – don’t you think?

By maintaining your marketing activity, you reflect stability and resilience towards consumers in an uncertain marketplace; whether online or offline. This can also help in building customer loyalty when delivering upon brand promise for long-term success. Engagement of customers and their loyalty is the main source of increased profitability, as abandoning any marketing efforts’ rate creates leeway for another competitor to take charge.

Remember, consistent and persistent marketing amongst the right set of people when addressing their needs is most effective; any crisis marketer must optimise this within rising digital behavior worldwide.

 

3) To build Customer trust whatever the marketing channel

Plan your retention initiatives. It can improve your customer lifetime value and acquisition during any crisis.

Investing during crisis and pandemic times makes your business grow when most others might be planning to suspend their marketing efforts. By doing this, you will add more value to your business and develop more loyal customers.

Be thoughtful by building trust and showing gratitude to your customers with discounts, extended services or experiential offers. This will lead to a healthy growth cycle helping your company to stand out in the market.

 

4) To take advantage from the Buyer’s market interests

Brands and marketers must spot and take advantage of digital marketing that benefits consumers and leads progressively along the online buyers’ journey. As with time and adapting lifestyles within our current climate, people spend more time online to stay connected with close ones living afar and to keep up with the current developments around the world. Be innovative and focus more towards meeting your audience online through united messaging tapping into the emotional messaging of digital.

As a result, allocate your marketing budget and prosper from these opportunities to increase your digital marketing’s effectiveness, optimising your website and updating them through social media as a content relationship-builder towards your business goals.

 

What do you think about your company’s marketing spend during crisis outbreak?

Comment below on how your market presence has sustained if you’ve reduced your regular budgets and strategic approach towards your most effective marketing channels?

How to Creatively strategise with Digital during Global crisis

It’s 2020 and the world’s taken a massive hit economically by the outbreak of COVID-19 – what does that mean for your business?

Global health crisis

 

Two methods how businesses and international organisations have responded up till now:

  1.  Drastic financial cuts within company’s overall budget by furloughing staff, making redundancies, and minimising operational costs with uncertainty of how to recover or going out of business.

 

2. Creatively strategised innovative tactics and strategy on being advantageous to exploit business, marketing and entrepreneurial opportunities in economic downturn.

 

Now both our agency team and you reading this know very well how to respond within these times depends on your industry, expertise, company size and scope of operations.

However, even if your business or brand was a less-than-5-year start-up or an established player in the game; we must leverage and optimise what’s NOT on quarantine or lockdown – OUR digital marketing.

 

Whether influencers are dormant these days, offline marketing vendors have hung up their Closed till further notice signs, or other promotional stakeholders are quarantined themselves; your power lies within the internet for your digital marketing strategy.

 

Take time to observe what’s going on in people’s livelihoods and concerns, the wider society, global affairs and the aftermath of how people are responding to COVID-19; to even open holes within your competitors’ activities before formulating a plan of action.

You may not be trading and generating consistent revenue and cash flow in abundance, yet we’ll share with you some creative tactics to take advantage and control of any global crisis dilemma through digital marketing.

Let’s get started:

 

Plan out 3-4 crisis objectives on digital

Crisis objective planning

As brands and organisations operate around a specified number of business goals (usually 3-4), so must you as a founder, CEO, director or buzzing entrepreneur anticipate economic crash and downturn periods by setting crisis objectives for digital.

Whatever your industry, B2C business and marketing goals of our digital age direct towards proliferated brand awareness, engagement and conversion campaigns on social media platforms, search engine marketing and YouTube adverts.  The traditional B2B’er however, dives more towards warm lead generation, CLTV (customer lifetime value) and client retention campaigns within their marketplace for sustained revenue.

How many businesses whether B2B or B2C are still glued to those strategies even in crisis?

 

When setting out crisis objectives for digital, visualise them as the guidepoints awakening a new direction within your product or service being beneficial and reassuring for distressed or panicky consumers within the economy.  Your ideal customer or client express more frugality within their buyer behaviour, however this doesn’t mean they’ve stopped purchasing anything.

For example, crisis objectives set for B2C businesses can be:

To promote 3-4 campaigns promoting togetherness and human well-being

To offer discount codes to 50 random email subscribers from customer feedback 

To inspire single parents through weekly lifestyle hacks when raising children through tough times  

 

By reviewing each of these objectives, you can position your product or service within contextual value on digital cleverly; thereby tapping into the human psyche and emotions of potential customers and clients by reassurance and upliftment through your nation’s economic hardship.

The first objective is a perfect opportunity to harness a video on YouTube or a motivational image meme on Instagram or Facebook, whereas objective #2 evidently sets up marketers for an interactive email campaign where you can gather feedback from how you can help your e-commerce customers directly during COVID-19 or any other international crisis.

With objective #3, this can leverage your blog portfolio where you’ll be addressing consumers with potential financial or relationship challenges about how uplifting themselves as a role model towards their offspring in an inevitable yet temporary spin of life.

It’s you that knows how your brand or business operates to survive and capitalise, yet drafted crisis objectives stashed to one side WILL come in handy for maximum effect and profitable remembrance.

 

Select 3 marketing channels with human touch

During hard times of crisis either building or breaking mankind, every online user wants reassurance, satisfaction and clarity of their next move in life.

As the traditional economy faces a temporary pause, your business’ digital economy must start playing its course to adapt to change.  The crisis eras are not like back in late 1930s in the US or early 2000s worldwide; we have more marketing channels and digital communication at our dispense as marketers and businesses.

Analyse your current audience and which online marketing channels they are most responsive to as a human being.  These are the touchpoints you optimise in alignment with a tweaked digital strategy to accustom any crisis conditions, before speaking back humanely to boost one’s morale.

Our team have analysed different marketing channels within our past and up-to-date work within diverse sectors, holding strong beliefs towards social media, email and content marketing as the 3 main digital channels presenting human touch during any economic state.

 

The main goal of social media is to interact and engage with its users by digital nature, allowing people to voice out their opinions liberally without hindrance.  Businesses during any crisis period must position themselves as ‘social initiators‘ of positivity and realism within affected nations and their industry, whilst monitoring their key consumers’ conversations and optimise content to engage and deliver reminiscent results that people, instituitions and other organisations will respect and value at post- crisis period.

However, email and content marketing share one major thing in common for people with uncertainty of a brighter tomorrow; direct communication targeting a direct audience of consumers.

When optimised correctly during any global crisis era, email campaigns embedded with relevant content that inspires or educates can drive great engagement, CTRs and awareness to even newer subscribers if cross-channelled across adaptive landing pages for your business offering.

Whatever the widespread crisis we’re facing in life, never overlook marketing channels with potential to adapt your tone of voice as we’re all humans with digital initiative.

 

Monitor mainstream media’s updates and plan content alleviating negatively

Crisis and negative news

Despite everyday news during any crisis inundating us with negativity, this is your opportunity within your business online to be the ‘positive news reporter‘.

Let’s be real; the news be it BBC, CNN, Al Jazeera and so on is almost 3 quarters negative as this is what’s considered interesting and newsworthy to monetise from within the media & broadcasting industry.   As any marketing leader or business pro of today, observe the flaws and resolve with a solution in your industry and other interconnected ones too.

If you hear news about unemployment rates rising = draft a blog about developing high income skills and building a pro’s profile.

News report about crime rates & incidents increasing = Record a video about keeping productive and focusing on personal development (even industry-related if possible) for IGTV, Facebook or YouTube.

News report about companies going into administration = Create a display campaign on Google offering educational courses for start-ups to established brands on crisis & financial management and survival know-how.

 

People may not be converting into customers or clientele from such content creation overnight, yet you’re delivering something different back to your community with the millions of eyes turning to the internet for pain alleviation, predictions and solutions during an economic crisis.

 

Evaluate performance and adjust accordingly for Future crisis

With crises happening every 10 years or so, it’s worthwhile as a business owner, founder or director to consider assessing your marketing performance and activity after performing the aforementioned and adjust for any future crisis.

As the world’s economic activity is unpredictable with uncontrollable affairs of life such as health pandemic outbreaks and environmental aftermath from industrious organisations using and exploiting natural resources; our industries are interlinked within how people make their livelihood.

If your crisis marketing campaigns may resort in laying off employees or downsizing, consider keeping your digital presence for profitability alive by hiring a few influencers with prominent impact; or even getting in touch with a creative marketing agency as secondary manpower.

By evaluating your digital activity and marketing operations in the marketplace, you fortify your business’ positioning to become recession-proof whilst also conserving your budgetary power and expenses.

 

Crisis may affect everybody at that particular time, yet don’t allow crisis to affect your bread-and-butter to the table as a marketer and active business.

 

 

 

 

 

 

 

 

 

 

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.

 

 

 

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!