Article | November 27, 2020
Every business has a story that goes beyond products and services. No matter how great your products are, what really creates loyal, repeat customers is your ability to engage with them, relate to them, and be authentic with them.
By sharing your story as part of your marketing strategy and connecting with clients as real people, you are effectively showing them that you are interested in more than just completing the next sale. A little bit of openness goes a long way in busting open doors to future business.
Here are five tips for strong storytelling while marketing your business:
1. Share your truth. Be honest about your story when you tell it and you will create a bond with clients. Don’t overexaggerate or embellish your background and instead think about the most compelling parts of your journey and accentuate them. The key is for people to see you as not just a business owner or vendor but as someone they can relate to.
For example, if you served in the military, you can share a little bit about your background and explain why it was important for you to serve your country as well as how you transitioned into your current career.
2. Show your personality. According to Fast Company, 92% of consumers want businesses to tell stories in their ads. The more you show off your personality and the person behind the brand, the more emotionally connected your clients will feel towards your business. When a human bond like this is formed, it creates brand loyalty because of the sentimental value that is now attached.
3. Build relationships and you will build sales. Be inviting in your marketing campaigns and leave the door open for further communication and engagement. For example, send a personalized postcard via direct mail and include a QR Code for more information that drives traffic to your website. Then, make sure your website matches the intent and sentiment of your postcard so that it creates a uniform, consistent feel that strengthens your relationship with customers.
4. Be active on social media. The best thing you can do to further your story is to be active on social media every day. Pick the two or three social media channels that you feel work best for your business and stick with them. The last thing you want to do is have a social media page that hasn’t been updated in months because then the potential clients who visit those pages will question whether or not you are still in business. Also, act like yourself, don’t overpromote, and continue to reveal parts of your personality in a meaningful manner.
5. Be involved in your community and give back. Last but certainly not least, it is vital to get involved in your community and give back. People are more likely to do business with you when you share common interests, and everyone wants to see community members lift each other up. If you are passionate about certain causes, you can remain authentic and also show you are empathetic to others. Empathy is a strong, effective tool in telling your overall story because when you care about others, people will care about you. When they care about you, they are more inclined to do business with you.
Ultimately, we all have a story to share of how we got to this point in our careers. For business owners, it is crucial to add authentic storytelling elements to your marketing efforts so that you are seen as a genuine person who cares more about people than sales.
And, in doing so, the sales will follow suit.
Article | January 12, 2021
The coronavirus pandemic has impacted brands and businesses in ways that we’d never have expected, but with everyone forced to adapt, it has left business owners with no choice but to rationalise and re-think their budgets.
Whether they’ve had to cut down, or change their focus, almost all companies will have been affected by the current economic influence of the world we are finding ourselves living in.
And Amelia Neate, Senior Manager at midlands-based influencer marketing agency, Influencer Matchmaker, explains where brands should be focusing their budgets and finances, and the positive impact this will generate.
Economic influence in 2021
As we enter lockdown 3.0, brands and businesses will once again be forced to adapt to new government guidelines and change the ways in which they operate.
And this economic influence has encouraged brands to re-think their finances and how to better spend their budgets.
Although it has been a difficult time for many, the pandemic has enabled brands to think more cautiously, allowed them to stay relevant and has thrust them into a digital-first world, which is the only way to move forwards.
Throughout 2020, it was proved just how important social media and online influencers really are. When the rest of the world stood still, the digital world kept on moving, and more importantly, earning.
So, if nothing else came from last year, the rapid decline in traditional advertising and the focus on social media and all thing’s digital, is enough to see exactly how 2021 will go.
Measuring the impact
Set to become a $15 billion industry by 2022, the influencer marketing industry is showing no signs of slowing down.
And with 63% of marketers intending to increase their influencer marketing budget for 2021, this proves just how successful this means of marketing really is.
Although slightly tricky when it comes to measuring metrics upon face value, influencer marketing is incredibly successful and creates truly impactful results.
By working with an influencer marketing agency, brands are able to be paired with an influencer that best suits their product, service and goals.
Influencer marketing allows brands to present their product or service to a targeted audience and in a more direct manner, too.
Not only that, but the results of all campaigns and activities are easy to track and monitor through the use of social media analytics. This allows brands, agencies and influencers to document the number of swipe up links, purchases made, views, likes, shares and other forms of impressions and engagement.
ROI (Return on Investment)
Influencers can generate impressive ROI (return on investment) for brands, whatever it is they may be trying to achieve. From increasing brand awareness and generating sales, to growing social media followings and reach, social media influencers are fully equipped to do just that.
And with industry expertise, experience and insight, an agency is likely to have access to the all-important data you need to ensure you are paired with the perfect influencer and receive the desired results.
Many business owners aren’t entirely sure where they should be spending their budgets, or even how to rationalise them, and by working with an agency, they will receive expert advice on where to spend their money to ensure effective results.
Although brands should specify what they would like to focus on in terms of ROI, when working with an influencer, brands will naturally benefit from a variety of other aspects, too – making it more cost effective than traditional advertising methods.
Customer retention and loyalty are huge benefits of working with an influencer. When done effectively, marketing campaigns can make consumers brand loyal, putting brands in great stead against competitors.
For example, many consumers are loyal to Hello Fresh. And whilst they effectively do the same, or similar job to that of a supermarket, it is their marketing efforts that put them one step ahead. By providing their customers with recipe cards, precise ingredients which limit food waste, and information on cost-per-person per meal, this is much more appealing and suits the needs of many.
And with that being said, many consumers are now striving towards living a more sustainable lifestyle. So, when presented with opportunities to limit waste, in any capacity, this will usually be taken without much further thought – which is why brands such as Hello Fresh have done so well.
Similarly, sustainability is another factor that has contributed to the decline in print advertising and the rise in digital consumption, as consumers are now able to receive the same information online without any damaging effects to the environment.
Now, more than ever before, brands and businesses are making a more conscious effort to spend their money wisely. And understandably, want to use the most cost-effective methods available to them.
2020 proved the worth of social media influencers and just how beneficial they can be for brands.
And with traditional advertising methods becoming more and more outdated, it has also become apparent that they are often more costly, too.
Although there isn’t a one-size-fits-all answer to the cost of influencer marketing, it does prove to be extremely cost effective, with research showing that businesses make an estimated 600% return for every £1 spent on influencer marketing.
The art of storytelling and human-to-human interaction
With influencer marketing, it is much more than simply selling a product. Influencers have spent years building trust and creating a tribe with the community that follows them.
Social media influencers are a new branch of storytellers, implementing an element of human-to-human interaction, as opposed to human-to-brand.
Matt Hayes, Managing Director of midlands-based brand agency Champions (UK) plc, is a firm believer in building brand love and brand trust and explains that emotion should be at the heart of every campaign.
He said, “We’re living in an era that is centred around emotion and building connections, and that shouldn’t be any different when it comes to creating a campaign.
When buying into a product or service, consumers simply look for a connection and a sense of relatability. And by utilising the power of emotion, brands will achieve trust and form that all-important bond.
Without that, brands are nothing more than a commodity, competing on price alone. And influencer marketing holds the power to unlock all of this, and more.”
With social media usage on the rise and with research showing that approximately 82% of users have increased their social media consumption since the beginning of the pandemic, this shows no signs of slowing down just yet.
And with brands seeking to find new ways to become digital-first, many are finding it hard to stay relevant and keep up.
If you’re looking to rationalise your budget and remain at the forefront of consumer’s minds, then influencer marketing could be for you.
Article | July 27, 2020
Retailers are hurting. In-store sales are experiencing double-digit declines with stores either completely shut or operating at limited capacity. Without foot traffic, brands that are reliant on in-store sales are forced to go where audiences are, which, in these strange times, is on social networks. A study across 30 markets showed a 61% increase in social media use during the peak of the pandemic and messaging across Facebook, Instagram and WhatsApp have surged by 50% in countries hardest hit by the virus.
Article | April 16, 2020
Many people use digital marketing and social media marketing interchangeably. They believe that engaging in different social media platforms is digital marketing, but this is just a part of it. Digital marketing is an umbrella term that encompasses all types of marketing activities that a brand performs digitally, both online and offline, to promote their services or products. Social media marketing, on the other hand, is one of the channels of digital media marketing. It involves marketing on social media platforms such as Facebook, Instagram, Twitter, etc.