Article | March 13, 2021
Marketing is all about experimenting to see what works and what doesn’t. This can be frustrating for someone (ahem, me) who wants quick results. Unfortunately, you don’t know until you try.
Like a good marketer, I’ve different marketing campaigns and tactics over the years. Five completely failed: Doing live video (trolls suck), answering queries on HARO (zero results), offering free audits (note to self: people run from the word “audit”), advertising on LinkedIn (no need if you’re active on the platform) and using a social media dashboard (total time-suck).
Could those tactics work for you? Sure. But they didn’t work for me.
Marketing campaigns that have been successful
Marketing is a short-term expense and a long-term investment. You’ll know if a marketing campaign is working if you see a steady increase in results over six months. If you get to the six-month mark with nothing to show for your efforts, it’s OK to pull the plug and try something new.
On the other hand, something could work great for months or years – and then fall off a cliff (looking at you, Twitter chats). It’s so disappointing when that happens, but it happens – to all of us.
Around five years ago, my friend Nicole Krug floated the idea of creating videos together. We worked together all the time, got along famously and were (are) comfortable in front of the camera. “Why not?” I thought. “This could be fun.”
It still is, which you can clearly see when you watch any of our videos.
Five Business Rules is still a rather small YouTube channel, but man, the people who watch the videos LOVE them. And yes, it has brought us clients. (This proves that you don’t need to have a huge audience on social media. You only need to have an engaged audience.)
Actively using LinkedIn
My marketing agency is B2B, which makes LinkedIn the best social media channel for me. It’s where my current and potential clients hang out and, importantly, want to learn more about business-related topics.
Are they on Facebook and Instagram, too? Probably. But they don’t want to hear my thoughts on, say, how to measure your blog’s success when they’d rather watch a video of their cousin’s new baby or gape at over-styled charcuterie boards.
The key to LinkedIn marketing success is being social. At least once a week, I scroll through my feed. I react to or comment on what people are posting. I usually read other comments, and I might respond to what someone else posted.
If I really like what I read, I share it with my network.
When someone comments on my latest article or post, I thank them. I get a fair number of direct messages, and I always respond – even if the opportunity is not right for me. It’s just the polite thing to do, and it only takes five seconds.
I also use LinkedIn to grow my network. Whenever I reach out to someone, I include a note reminding them how we met or explaining why I’d like to connect.
And yes, it’s a great lead generation tool for me.
Sending a monthly email newsletter
A relevant, interesting and short email newsletter remains one of the best ways to stay in front of your audience. Even if someone doesn’t have time to read it this month, they’ll see your email and be reminded that you exist.
Since I’ve been emailing a newsletter for years, I have the process down. At the beginning of every month, I put together a newsletter that includes four things:
Two recent blog posts (title and short introduction only)
A recent Five Business Rules video (see above)
A funny meme (it usually involves wine)
The blog posts and video include links so if you’re interested, you can read the full post or watch the video.
My open and click rates average 30% and 4.3%, respectively, which is head and shoulders above the industry average (13.3% for opens and 1.7% for clicks). I attribute this success to three factors:
1. A/B testing subject lines
2. Writing eye-catching subject lines (last month, it was “Yes, alcohol can make you a better writer”)
3. Consistently delivering interesting, and oftentimes, entertaining content
Creating downloadable content
One of the best ways to generate leads is with a free giveaway. Your target market gives you their name and email in exchange for something valuable. For me, that’s in the form of downloadable guides: two ebooks, one checklist and two one-pagers of tips.
When someone opts-in to receive one of these free resources, an automated email campaign is triggered. The emails are short and customized and each one offers something new of value. Once they complete the campaign, we add them to our main newsletter list.
I don’t believe I’ve gotten a client directly from one of these resources, but they have definitely helped me grow my email list. Marketing is a long-term game, and I’m good with that.
Your turn: What marketing campaigns have been most successful for your business?
Article | March 13, 2021
Social media marketing is an aspect of digital marketing that has grown in leaps and bounds over the last few years. More brands are waking up to the benefits of having a strong presence in the circles where more than 70% of the world’s internet users are congregated most of the time.
It is no surprise that spending on social media marketing has continued to grow with each year. In the period between 2014 and 2016, the spending jumped by nearly 100%. Social media allows brands to create stronger relationships with their target audience, ensure better customer service, and increase brand engagement. It is also one of the best platforms to use when you need to spread the word about new products and services or promotions, and more.
Article | March 13, 2021
Intapp serves many of the world’s top legal, accounting, consulting, private equity and investment banking firms with its connected firm-management solutions. After nearly two decades as the market leader, the company was seeking to amplify its global brand and broaden its reach to engage with new audiences. Taking a holistic approach, the Intapp team worked closely with April Six to refine its market positioning and brand strategy, and refresh its visual identity. The goal was a new POV and look-and-feel that would demonstrate Intapp’s focus on empowering client innovation.
MARKET DEVELOPMENT FUNDS Like3:14 pm
Article | March 13, 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.