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Building your badass digital marketing strategy

(BUSINESS NEWS) Email, blogging, social media, PPC, SEO — where to start? What’s really important when it comes to digital marketing?

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digital marketing

We are living in a digital world

Marketing is so many things but few are more important right now than digital marketing. Email, blogging, social media, PPC, SEO — and the list goes on. Where to start? What’s really important?

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Digital marketing is important for the obvious reasons – everyone has their phone on them literally all. the. time. According to a 2015 Verizon survey, nearly 90% of people admit to using their phones in the bathroom. Talk about opportunity.

But the real question isn’t how to reach your audience, but instead, how do you reach your audience effectively? Clearly, digital isn’t a new landscape – so how can you become something that resonates, is relatable… without becoming ‘noise’?

Step one – bring on the right people. Is it important to know everything about marketing? No – because marketing, particularly digital marketing, changes almost hourly.

Instead, bring on people who are hungry. People who are motivated. People who love what they do.

The rest is smooth sailing…at least, in theory.

Know your audience, find your voice

Hello, obvious.

Yeah, it’s like Marketing 101. But after recently attending a digital marketing conference, it was surprising how often the speakers mentioned this point. Do you really know who you’re trying to reach? Have you spent real time putting yourself in the shoes of your customers?

Stop trying generic marketing tactics, and instead spend time talking to and researching your customer’s pain points and evaluating what they actually need. It’s OK to be specialized.

Let me say that again.

It’s OK to be specialized.

Your product isn’t for everyone. Focus, instead, on who it is for and market the hell out of those people.

Once you identify who those people are, who those people really are and what they really need, determine your company’s voice. Who are you? Are you funny? Informative? Tactical? Find your voice and own it.

Content is king

There’s no getting around it. People want stuff.

If you’ve spent more than 5 minutes on Facebook, you’ll notice the crazy amount of sharing and liking of posted content. Viral videos are gold, and if you’ve managed to successfully infiltrate a ‘trending topic”, then you deserve that after work beer.

The thing we all need to understand (because I’m still guilty of it — even when I’m aware of the issue) is that no one – no one – wants to be sold to. We’re absolutely railroaded with sales pitches. On TV, on the radio, on every site or social media platform I go to, in my inbox. I’m surrounded.

Stop it.

Start, instead, by giving your audience something they can use. Something they value. Something for free.

*Insert screeching brakes sound here*

Yeah, free.

You cannot ask your customer for their hand in marriage when you’ve never even bought them a drink.

Give them a little, prove you’re “the one”. Become the resource in your industry. You know your audience, and you know their pain points – help them with those…even if it’s not what you sell.

Believe it or not, becoming a resource helps your brand and your business, even when you’re giving things away.

Use technology to your advantage

You HAVE to be on top of the trends. You just have to. There’s no getting around it. Which brings me back to the whole hungry thing. If your team truly loves what they do and are looking for new resources and ways to improve, then you’ve chosen the right people.

Back to the buzzword game – SEO, PPC, analytics, boosted posts, sponsored ads, influencer campaigns, viral videos. There’s something new everyday, you have to be on top of it.

By constantly using the tools at your fingertips to evaluate then reevaluate what works and what doesn’t can help fine tune your marketing plan. Be advised that this isn’t a one time effort, but instead something that will need continuous assessment and modification.

Tools like Facebook Insights and Google Analytics can paint a good picture of the success of a campaign. Open and click rates combined with unsubscribes on email campaigns can also give valuable date regarding the effectiveness of your marketing.

You can’t afford not to

Marketing is both incredibly simple and incredibly complicated at the same time. Aligning your offerings with the needs of your audience, while marketing to their heads AND their hearts will build a sense of resourcefulness while expanding your reach to new markets.

#DigitalMarketing

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Megan Noel, a veteran ex-educator with a PhD in Early Childhood Education, enjoys researching life through the eyes of her two young children, while writing about her family’s adventures on IndywithKids.com. With a nearly a decade in small business and marketing, this freelance writer spends most evenings pouring over new ideas and writing articles, while indulging in good food and better wine.

Business Marketing

How ecommerce brands can increase sales, even on tiny purchases

(MARKETING) These tips and tricks are prime ways to boost the dollar amount spent at checkout and close more deals — even on the tiny purchases!

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online sales

There are many marketing techniques aimed at acquiring new customers. Makes sense, right? More customers, more money. But how do you increase sales with your existing customer base? The Average Order Value (AOV) = Total Revenue/# of Transactions. This number is important because it indicates how much each customer is buying. Here are some ways to increase your AOV:

First, it’s crucial to appeal to human nature. People like things for free. So, by setting a minimum to receive free delivery, buyers are more likely to continue browsing and eventually buying, in order to avoid the shipping fee. While we all know that spending $50 when I only meant to spend $37 isn’t ideal, but I’d rather pay $50 for two products, than $43 for one and shipping. It feels like a better value.

Over half of customers will discontinue their transaction when they found out there are additional costs. MORE THAN HALF. Don’t surprise people the wrong way — we don’t like it.

Second, have you ever been to Costco? Ever left Costco with exactly the amount of food you needed? No, of course, you haven’t. The concept of buying in bulk appeals to our sense of value. Oranges are $1.09 per pound but buy a 10 lb. bag and get it for $8.50. Next thing you know, you’re feeding your child’s soccer team as well as the opponents. Offering a discount on package deals and large quantities at least gets your customers thinking about purchasing more.

We all rationalize the need for a good deal. My roommate used to buy two 12-packs of the giant muffins because “They were on sale.” A discount on a package might entice someone who was looking for a little more variety but was hesitant at first.

Next, recommending products is a great way for customers to lay eyes on new things. Not everyone is a browser — some people go straight to a specific section. By using information from previous purchases and browsing history, showing related, best-selling, or recommended products is an awesome way to generate more clicks and potentially increase sales.

Finally, help us lazy people by including a gift-wrapping option at checkout so that people buying remotely for others out of town can send things directly. In order to wrap, they would have to send to themselves, wrap, then send again or deliver to the receiver. The former sounds like it’s worth $6.99 to me!

In conclusion, there are always ways to boost sales with your existing, loyal, customers. If buyers are only purchasing one thing at a time, reflect on why this is. Perhaps a few sweeteners or additional opportunities could lead to long-term growth. Remember human nature and happy selling!

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Business Marketing

A more environmentally sensitive Pantone color of the year

(MARKETING) Why is Pantone’s coral color causing a ruckus? Marketing is just marketing, right? Maybe not…

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pantone unofficial color of 2020

Every year Pantone declares the Color of the Year and for 2019, the institute declared Living Coral to be the “it” shade calling it “an animating and life-affirming coral hue with a golden undertone that energizes and enlivens with a softer edge.” And it totally is. Imagine bright red orange swimming in a sea of crystal blue water.

Pantone’s Executive Director, Leatrice Eiseman even goes so far as saying it that Living Coral was what “consumers craved” and that it incites “human interaction and social connection” which might be a stretch. It is just a color after all.

However, some found this messaging to be anything but convivial and well, off-color.

Jack Railton-Woodcock and Huei Yin Wong, partners at Jack and Huei, a Melbourne-based design agency, took umbrage with this decision and for good reason.

Their native Australia has front-row seats to the dying of the Great Barrier Reef and for them, coral is anything but lively. If anything, it’s on life support.

To call attention to the tone-deaf decision, the duo preemptively christened Bleached Coral as the Color of the Year 2020.

Touche.

The duo furthered their burn, saying, “It’s the responsibility of all of us, creative or otherwise, to find creative solutions to big problems, and right now there aren’t many problems facing humanity that are bigger than climate change.”

Oof, way to pull back the curtain, guys.

As much of a buzzkill as this pair might be, they’re not wrong, and they bring up the larger question of social responsibility in marketing.

But it’s just marketing, right?

Wrong. The very root of marketing is aspirational. We see ads for luxury cars, we imagine ourselves behind the wheel and believe that maybe we can get there. We see beauty products that promise flawless ageless skin and maybe we decide to take better care of our skin. We see Living Coral and we’re blinded to the reality that the coral just might be a thing of the past.

Yes, Pantone’s Color of the Year is one of those fun end-of-year things we in marketing get excited about, but when you’re living in a world where climate change is our reality and we see it in unnatural weather patterns and the dying off of one of our greatest natural treasures, it’s time to take pause. We can do better.

These days it’s hard to please everybody. Try as we might to make everything for everyone, if we’re going to attempt to talk about a unifying the human race through color, we sure as hell shouldn’t choose a color that reminds us all that our environment is in rough shape and it’s largely humanity’s fault. Bleached Coral isn’t the color we need, but right now, it’s the color we deserve.

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Business Marketing

Genius: How a Yoga studio is using AI to help the masses

(MARKETING) Here’s an interesting case study in how yoga, a 5,000+ year industry is using modern technology.

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yoga

Yoga is everywhere. From small town strip mall studios and big city meccas with guidance from YouTube gurus to Instagram-able practice with goats. If monitoring your breaths and balancing your body is your thing, it’s not out of reach.

However, despite its ubiquity, getting into yoga can be intimidating.

Sure, you’ve picked up a mat at Target, you’ve purchased all the Lululemon pants and Outdoor Voices bras, but actually getting on the mat and moving your body can be overwhelming if you’ve never practiced before.

Well, Would-Be-Yogis, push those fears and worries out of your mind, take three deep breaths and get on the mat, because you’re about to start posing at your pace.

Introducing the YogaBot from Austin’s own Yoga Yoga. It’s a fascinating case study in how a 5,000+ year old industry is using modern technology.

Over the past 20 years, Yoga Yoga has guided thousands of yoga students from their first class all the way through advanced teacher training and now, to help improve students choose the right path for themselves, they’ve created Design Your Yoga.

With the intention of helping new and advanced students achieve their yoga goals, Design Your Yoga is an automated experience that begins on their landing page.

Once you arrive, the bot asks you if you’d like to “Design Your Yoga.” After an initial greeting, the bot begins by getting to know your skill level.

Asking a very straightforward, “Have you done yoga before?” you are then offered nine responses ranging from “Never” to “I am a yoga therapist.”

Once you answer, you are asked further questions regarding what you’d like to achieve from your practice, what styles you’re familiar with, and when and where you’d like to practice among a few others. At the end, the bot will ask for your email address to send you a customized yoga plan. Easy peasy.

Their algorithm has thousands of possible combinations promising to make each yogi’s practice results unique to them.

“For years we’ve been working on ways to better personalize our services to the needs of each individual student. Design Your Yoga is our solution to delivering an exceptional user experience with a plan a student can follow and stick with,” said Yoga Yoga CEO Rich Goldstein.

Landing page bots are nothing new, and more often than not, they’re annoying as hell. However, this one actually seems helpful, which is refreshing.

From a marketing standpoint, Yoga Yoga CMO Marc Lefton said, “As marketers in a city as creative and entrepreneurial as Austin, we wanted to make sure we use every tool we can to bring yoga students the information they need as fast as possible.”

He’s not wrong. It worked. After trying it out for ourselves, we can’t help but be a little more ready to get on the mat. First, we’re going to need to put down the tacos.

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