tiktok engagement group

How to Use TikTok to Reach Your Engagement Group: An Insight Into the Algorithm

Arguably the primary goal of social media marketing is to reach as many people in your engagement group as possible and to interact with them. As such, it’s important that you establish a presence on social channels on which this is possible. While almost all businesses use social platforms like Facebook and Twitter, there are a few others to consider as well; for example, TikTok.

What Is TikTok?

TikTok is a video-based social platform that has exploded in popularity over the last couple of years. What makes the platform so unique is that users can only upload videos that are 15 seconds long. There is, however, an option to edit together multiple 15-second clips into a minute long video. It gained traction among teens because they could upload videos of themselves lip-syncing, doing comedy bits, and dancing. At first, the marketing opportunities on the platform seemed limited. However, the size of the audience simply cannot be ignored:

  • There are over one billion monthly active users worldwide.
  • There have been over 2.6 billion downloads of TikTok since its creation.
  • In January 2021, there were 62 million downloads of TikTok alone.
  • Users spend an average of 52 minutes on TikTok every day.
  • 83 percent of users have posted videos to TikTok.

TikTok’s advertising strategies are becoming more common. Read more here.

Why Should You Market On TikTok?

Advertising on social media platforms can cause numerous issues for users. The user experience can often be disrupted for the sake of the ad. Users on those platforms are often less likely to engage when annoyed by a barrage of advertising. TikTok is different in that ads are almost no different than the regular content posted on the platform. They can’t be longer than 15 seconds and they’ll appear on user feeds just like regular videos do. The user experience is not hurt because of this, as they appear just like other videos.

Why Should You Consider Using TikTok for Your Engagement Group?

Many people do not even realize they’re watching ads (especially if the content created by the brand is of particularly high quality). With this in mind, the following are just a few other reasons to consider using TikTok:

  • Reach younger generations – Younger generations rarely want to follow in the footsteps of their parents, which is why you won’t find a lot of Generation Z users on Facebook or Twitter. Instead, you’ll find them on TikTok, which is where a lot of Millennials are fleeing to as well. If you’re looking for a younger audience, TikTok is where you’ll find them.
  • Multiple marketing options – Despite the platform’s limitations (which were by design), there are still a few ad types that you can choose from, including in-feed videos, branded augmented reality (such as custom filters, stickers, and more), TopView ads (which appear at the top of user feeds), branded hashtag challenges, and sponsored content.
  • Flexible CPM – The cost-per-thousand impressions becomes cheaper the broader your audience is. The more you target your audience, the more it will cost; however, the ads will be more effective at engaging users as a result.
  • A level playing field – TikTok’s algorithm is based on identifying content that’s based on each user’s location, preferences, and viewing patterns. That is why user-created content goes viral so often on TikTok and it is why marketing businesses have a better chance of going viral as well.
  • Better chances of engagement – Outside of the algorithm, TikTok also allows you to go live once you reach a thousand followers. What makes this option particularly effective is that you can see how many followers are currently active so that you can determine when the best time to go live is.

use tiktok to reach engagement group

Tips For Using TikTok To Reach Your Engagement Group

There are some serious benefits to using TikTok; however, your success depends on your ability to leverage the platform effectively. The following are a few basic tips for using TikTok:

  • Know your audience – Develop your buyer personas so that you can more effectively target users that will be more likely to engage.
  • Identify influencers – TikTok influencers often have millions of followers. You can get them to post sponsored content that their users will see.
  • Create challenges – TikTok users love challenges. Branded hashtag challenges are a great way to get people to engage with your brand without being overly promotional. It’s also a great way to generate user-made content.
  • Go live – Going live on TikTok at the right time can make it easier to engage with followers who will drop everything to view to ensure that they don’t miss out.

Leverage TikTok To Reach Your Engagement Group Today

TikTok has a massive audience and is growing significantly year-by-year. Due to the algorithm’s design, companies have a level playing field against other businesses that already leverage TikTok. Just keep in mind that if you focus on creating high-quality content that engages your target audience, the chances of success on TikTok will be much greater.

 

social media marketing
direct vs indirect marketing 2

How to Use Hubspot to Connect Social Media Accounts and Flourish Relationships

HubSpot is one of the many CRM (customer relationship management) solutions that is available on the market; however, it is also considered one of the best. There are many reasons why you should consider implementing HubSpot, from the many features available to the customization options. It can even make managing your social media presence easier and more efficient than ever before. This is because HubSpot lets you connect social media accounts, thereby allowing you to access your social media pages from one centralized location.

How HubSpot Increases the Efficiency of Your Social Media Management

When it comes to social media marketing, there is a lot to do. Maintaining your social presence typically requires daily activity. Not only do you need to regularly post content to each platform, but you also have to engage with users. Whether it’s by addressing comments, answering questions, or contributing to other posts and conversations, the engagement is important. Not to mention that you’ll want to use each social media platform’s analytics to monitor your brand’s performance over time.

All of this requires that you log in to separate accounts multiple times throughout the day. By connecting your accounts to HubSpot, you can do everything you need to do while remaining on the HubSpot platform. As a result, managing your social media presence will be much more convenient. You’ll also be able to stay on top of what’s going on with your social media pages, thereby allowing you to make changes andhubspot social media engage with followers in a timely fashion. Instead of bouncing around from one social media account to the other, you can optimize your time better.

What Can Be Done With Social Media?

The following are just some of the things you can do when connecting your social media accounts to HubSpot:

  • Publish new content – You can easily publish or share new content on any of your accounts from HubSpot with just a click of a button. In fact, you can even schedule when you want new content to be published. This means you can set up a publishing schedule for all your social media pages for the upcoming month and not worry about it.
  • Monitor your social mentions – Using HubSpot, you can track engagements with your brand automatically. Simply choose what keywords you want to track so that you can monitor social mentions. Not only does this allow you to have a finger on the pulse of your brand reputation and awareness, but it gives you a chance to respond quickly if there are ever any negative mentions.
  • Track relevant metrics – Monitoring the performance of your social media pages and of the content you’re posting is crucial to determining how effective your marketing efforts are. You can use HubSpot’s metrics to monitor your performance on various social media platforms.

Here are five additional reasons to use HubSpot for your business.

How to Connect Social Media Accounts

The benefits of being able to manage your social media accounts from one location are obvious. But actually setting up your HubSpot solution to be able to do so is a different matter. Fortunately, it’s not that difficult. The following are the steps you should take to connect your social media accounts to your HubSpot account:

  • Go to the main settings page on HubSpot.
  • Navigating through the menu, select Marketing and then Social.
  • Click on Connect account on the top right of the page.
  • Choose which accounts you want to connect.

Depending on the social media account you choose, you may have to take additional steps. For Facebook, Instagram, and LinkedIn, the process is pretty self-explanatory. For Twitter, you’ll need to authorize the app and then select whether you want all publishing data to be reported or just the data collected from posts published on Twitter through HubSpot.

Finally, if you’re connecting your YouTube account to your HubSpot account, you’ll need to make sure your account is a brand channel not set on private, and that you have at least one video uploaded.

Managing Your Social Media Accounts

Managing all of your different social media pages can be a challenge, especially if you have more than one social media account (which you should). However, maintaining your social presence is critical to your ability to keep followers engaged and to broaden your audience online. Fortunately, HubSpot makes it much easier, and therefore less time-consuming, to manage all of your social profiles from one centralized location.

Integrating Social Media & SEO Efforts For Enhanced Search Engine Results
ingredient branding

What is Ingredient Branding & How Does It Work?

There are many different marketing strategies to employ to increase the value and name recognition of your business. There are traditional marketing strategies, like commercials, billboards, and events. Then there are digital marketing strategies, like social media advertising, contests/giveaways, and community engagement.

Each of these methods can be a great strategy for getting your business name out there, generating new leads and customers, and growing your business. If you’ve been in business for awhile and already have an established business name, then you have some potential advantages for increasing your business’s value and brand recognition. One of these advantages is a strategy marketers call ingredient branding.

What is Ingredient Branding?

Ingredient branding is a marketing strategy where a component of the business is branded as a separate entity. This helps to add more value to the parent company and make their product/service seem superior to its competitors.

You’ve probably seen this strategy in use several times before without even realizing it. Here are a few examples of ingredient branding by large brands:

  • Dodge’s Hemi engines
  • Citgo’s TriCLEAN fuel
  • Dupont’s Teflon
  • Intel’s Intel Inside

Intel Inside is actually credited with the conception of ingredient branding back in the ’90s, and was the first success story of having an ingredient helping to promote their business.

Learn more on Food Retail Marketing to Millennials

How Does Ingredient Branding Work?

Each of these ingredients were developed and branded separately from the main business to make their product seem better. Dodge put together an entire campaign around “That thing got a Hemi?” to help promote the engines they use in their trucks. When Citgo started branding its TriCLEAN fuel, it was able to focus more on the quality of its fuel over its competition, rather than only competing with gas prices.

These two cases are specifically about an already well-known company branding an ingredient that it already uses to help increase value of its product.

But there are other ways that ingredient branding can work. Some products are already ingredients in and of themselves. Let’s think of a few:

  • Tide detergent
  • Arm & Hammer baking soda
  • Splenda sweetener
  • OnStar
  • Oreo
And so many more.

Let’s dive into these examples. Tide detergent is already a well-known brand. However, you’ll often see other cleaning supplies that contain Tide. Since these products know that consumers love Tide detergent, they’ve worked with the company to include Tide as an ingredient and help promote their product.

This works both ways, though. Including Tide as an ingredient in another company’s product, it receives even more promotion for their own brand. So essentially, the financial deal struck between the two companies is mutually beneficial.

Arm & Hammer is another popular ingredient brand. You’ll see products like cat litter, toothpaste, and more that contain Arm & Hammer baking soda. Splenda sweetener is another ingredient brand that consumers will commonly see promoted among other products.

Back to vehicles, customers see OnStar’s security service as an amenity when buying a car. This means that customers will pay more for a car with this feature installed, which can be pretty valuable for an automaker.

And finally, Oreo is a popular cookie that is sometimes used as an ingredient in other products, like cookies and cream ice cream, McDonald’s McFlurries, and coffee flavoring.

Learn more about 7 Steps To Launching a Packaging Brand

Can Ingredient Branding Help Your Business?

If your business isn’t prominent enough to be branded as an ingredient, perhaps your business is one that can benefit from including an ingredient in its product or service. By including a well-known ingredient in your business model, you’re able to promise a level of quality that is already well-known to consumers.

One example of an ingredient in the digital marketing world is social media scheduling tool Buffer. If possible, many new SaaS companies in the digital marketing will offer Buffer integration with their service because they know how popular Buffer is.

Offering a well-known ingredient in your product or service can be a great way to promote your product to consumers who already use that ingredient in other products.

Ingredient branding is a great way to provide more value and marketability to your business. What are some popular ingredient brands that you’ve heard of?

Learn The StoryBranding Process
marketing automation software

Top Key Benefits of Marketing Automation vs. Email Marketing

It is a common misconception that marketing automation and email marketing are essentially the same thing. In email marketing, you build an email list and then start sending out emails to market your business. You get statistics back showing how many people opened the email and which ones clicked through to your offer. While the information that email marketing is important, it pales in comparison to the features and benefits of marketing automation.

How Marketing Automation Benefits Your Business

Email marketing systems have a very limited scope when compared to marketing automation systems. The email systems allow you to send mass emails out to your marketing list. Then, you get reports on how well the emails worked. But, that’s really all there is to it.

A marketing automation system gives you those same features and so much more.

With an email marketing system, you have to build your landing pages and web forms in a completely different system. In contrast, you can build both within a marketing automation system. This built-in integration makes building your marketing campaign much simpler. Plus, it gives you automatic reporting that is not available with an email marketing system.

Automatic marketing systems allow you to directly integrate your email marketing with other types of marketing for your business such as direct mail and social media. This streamlines your marketing efforts and allows you to do much more without the need to replicate efforts in multiple systems.

Read More: The Benefits of Marketing Automation For Senior Living Communities

A powerful benefit of marketing automation is the power it gives you over your lead information. The software helps you avoid duplication of leads. It also helps normalize the data, making your marketing even easier. The software allows you to score leads based on any number of criteria. You can also recycle and nurture leads throughout the sales process.

The marketing automation software provides reporting on the impact of each marketing effort on your company’s revenue. It allows you to monitor website activity and even tracks IP addresses from anonymous website traffic. It can integrate various data directories to help fill in contact information.

With the data gathered and synthesized in the marketing automation system, you can provide your sales team with qualified leads who are ready to make the purchase decision. This will drastically reduce the amount of time spent talking to leads who are not at that critical point. It will also simultaneously focus your sales team’s efforts and improve your sales numbers.

Using the information provided by the marketing automation system, you can build multi-stage marketing campaigns across any number of channels with ease, You no longer need multiple tools to get the job done. This means you can get things done faster and make adjustments as needed.

These are not benefits you can get with limited email marketing software.

How Your Business Can Benefit from Marketing Automation

If you are ready to bring your business to the next level of marketing, you need to bring the benefits of marketing automation into your company. Give us a call here at the Stevens-Tate team.

Free Marketing Consultation

Professional Services Marketing Automation 2

How a Website Redesign Can Keep You Competitive in 2021

Having a successful website is becoming increasingly important over the years. You could say it’s taken on even greater importance during COVID-19 when people have more time to spend online than ever before. As such, more and more companies are investing in their web design. If you don’t keep your website competitive, you could end up losing potential leads and customers as a result. With that in mind, a website redesign may be in order. An effective website redesign can help strengthen your brand, increase brand awareness, and help generate more leads and sales. The following are a few website redesign tips to keep in mind for this year:

1. Re-evaluate Your Buyer Personas

Understanding your target audience is key to running a successful website. If you don’t know your audience, it will become increasingly difficult to attract and convert leads, not to mention close sales. After all, how can you create relevant content if you don’t know who you’re creating it for? With that in mind, developing buyer personas is crucial; however, if you haven’t revisited your buyer personas for a while, it may be time to do so. Target audiences can change over time, especially if your brand has undergone changes as well. As such, before embarking on a website redesign, be sure to re-evaluate your buyer personas.

Buyer Persona Guide

2. Keep Producing High-Quality Content

The success of your website will always depend on the quality of your content. This will never change. We recommend analyzing the content on your existing site to determine how effective it has been. Use performance metrics to identify content that has performed well and content that has performed poorly. Using this information, you can improve your website’s content strategy moving forwards. Additionally, consider scrapping old content that’s no longer relevant and repurposing older content into newer content (for instance, converting a listicle into a Slideshare). Finally, check out the competition to see what types of content are performing well for them and to learn from their mistakes so you don’t have to make them.

3. Make navigation simpleWebsite Redesign

Although the majority of your audience will likely be quite internet-literate at this point in time, they are also much less patient. As such, while they may be able to find what they are looking for even if your website navigation isn’t great, it’s going to annoy them. You need to make navigation as simple as possible so that they have no issues exploring your website. If they become frustrated due to poor navigation (due to a lack of internal links, a lack of a search feature, or a cluttered navigation menu), they’ll be more likely to leave.

4. Use a visual design that eliminates eye strain

A more minimalist approach will help make your website easy on the eyes. However, those aren’t the only visual elements that affect your visitors’ eyes. Choose colors that are calming and comfortable. Bright, bold colors may pop, but they can cause users to strain in an attempt to view your content (for example, bright yellow backgrounds with red text font is an obvious no-no). Additionally, choose typography that is easy to scan. Anything too fancy and it can become more difficult to read than it should be.

5. Ensure high-end performance

One of the biggest problems an outdated web design tends to have is with its technical performance. If pages are taking too long to load, if links aren’t working properly, or if forms are refusing to submit, you have an issue. Technical problems can not only affect your search rankings in the long run, they can also hurt the user experience of your website. Not to mention that you’d lose valuable leads as a result. It’s one of the main reasons why a routine redesign is required. Additionally, if you’re not using a responsive design yet, be sure to implement one so that your site is mobile-friendly.

6. Optimize your website for SEO

Finally, optimizing for SEO continues to be important, even in 2021. The days when you could simply throw a few select keywords into your content are long gone — SEO is a full-blown strategy that requires both on-site and off-site coordination. Not only will you need a technically sound website, but you’ll also need to make sure you have a comprehensive site map, internal and external links on each page, backlinks to authoritative webpages, social media links, comment pages, properly optimized landing pages, and much more.

 

If it’s been a while since you redesigned your website, then the odds are it’s time for an update. An outdated design may result in technical issues, an outdated aesthetic, and a lack of user-friendly features, all of which diminish your company’s credibility and authority among new visitors. By using these tips to plan a website redesign in 2021, you will boost your chances of increasing leads and sales.

  25 Website Must Haves For Driving Traffic, Leads & Sales
Digital Marketing Blog

Marketing Blog tips to Supplement your Digital Strategy

Ask any business, big or small, and they’ll tell you how important digital marketing is to their overall marketing strategy. When it comes to digital marketing strategies, most prioritize social media, SEO, and email marketing. While these strategies can be very effective, it’s critical that you don’t dismiss the importance of maintaining a digital marketing blog. For many businesses, their blog isn’t nearly as big of a priority as other digital marketing elements. However, a digital marketing blog has an enormous impact on the overall success of your digital marketing efforts. In fact, a successful blog can have a huge impact on how effective your SEO and social media strategies are.

Why Maintaining A Digital Marketing Blog Is So Important

The following are some of the reasons why you should maintain a blog on your website:

  • Keep new content organized – Digital marketing requires regular content generation to be effective. A blog allows you to publish and organize all of your content in one place, making it easy for leads to find information that they’re looking for. Leads will also know where to go to find new content, keeping leads engaged.
  • Educate and nurture your leads – A regularly updated blog allows you to continually educate new leads and to nurture them through the buyer’s journey. The more informed your leads are, the more prepared they will be to make a purchasing decision in the near future.
  • Generate website traffic – Having a blog makes it easier to improve your website’s SEO. When you routinely publish relevant, highly optimized content on your blog, you’ll end up boosting web traffic. As a result, you’ll bring in more new potential leads.
  • Build brand authority – A blog full of high-quality content will help position your brand as an authority within your industry. The more you build your authority, the more brand trust you’ll create. It will also help you build your audience on social media as followers will be more likely to share your blog content with others.

Brand Storytelling Examples to Learn From

Tips For Maintaining A Successful Digital Marketing Blog

Now that you have a better understanding of why a blog is so vital to your overall digital marketing strategy, the following are a few tips to help you build and maintain a successful blog:

  1. Know who your audience is – If you don’t know who your target audience is, then you won’t be able to create and publish content that’s relevant. Two of the main goals of a content strategy are to build authority and attract new leads. Neither will occur without an understanding of who your audience is. Develop your buyer personas so that you know who your blog is for.
  2. Perform content research – Once you know who your audience is, you can figure out what kind of information they’re looking for. Do research on trending topics that are relevant to your audience. You should also look at the blogs of various competitors to see what type of content they’re publishing.
  3. Publish new blog content regularly – To maintain your audience, you need to publish new content on a regular basis. This means posting new content to your blog on the same days of the week, at the same times. Doing so ensures that your audience knows exactly when to visit your blog for new content, thereby helping keep your brand at the top of mind. Digital Marketing Blog
  4. Monitor the performance of your blog – Use analytics tools to track how your blog posts are doing. You can learn a lot about your blog content this way. For instance, what types of content get the most views, engagement, click-throughs, and conversions. This data is invaluable when it comes to adjusting your content strategy for success.

Keep Your Blog in the Front of Your Audiences Eyes

  1. Publish different types of content.– Make sure you vary the type of content you post so that you keep things fresh. In addition to written content, create and post infographics, SlideShares, and videos
  2. Keep your content interesting – It’s okay to post promotional content to your blog once in a while (such as a product announcement or a sale announcement), but it’s better to stick to educational content so that your blog doesn’t feel like a giant advertisement. However, this doesn’t mean your content should be purely informative. Your content should also be entertaining to keep your audience’s interest.
  3. Optimize your blog for SEO – Proper optimization through the use of high-quality internal and external links and relevant keywords will improve your chances of ranking. By ranking well, you’ll attract more traffic through Google and other search engines.
  4. Promote your blog – Don’t rely solely on SEO to attract an audience. Promote new blog content by posting links in your email newsletters and on social media. You can even use PPC ads to promote specific blog posts you want to showcase.

Building and maintaining a blog is essential to a successful digital marketing strategy. Be sure to use these eight tips to maintain a successful digital marketing blog on your website.

17 SEO Myths
New call-to-action
B2B Email Marketing

How to Incorporate Email Marketing into B2B Campaigns

Email marketing has been a popular strategy for decades, and there’s no sign of it slowing down as an effective marketing tactic. However, as a B2B business, successful B2B email marketing can be challenging. When it comes to B2C email marketing, many companies simply use it to promote new products or to advertise special promotions. This won’t work with B2B marketing. Additionally, because most companies do embrace email marketing, you’re going to have to work a little harder to stand out from the competition and engage your leads. With that in mind, the following are a few B2B email marketing tips:

  1. Focus On Educational Content

Long-term relationships are much more important for B2B businesses than B2C businesses (although you can’t discount their importance to B2C companies either). As such, the bulk of your email content should focus on providing your leads with information that is useful to them. The more informed they are about the problems you solve or about the industry you’re in, the more comfortable they will be making a buying decision down the line. Not to mention that you’ll position yourself as a brand authority that they can trust.

B2B Email Marketing

  1. Personalize Your Emails

Don’t make the mistake of assuming email personalization starts and stops with addressing the lead by name. Personalization goes way beyond that. Use the information you have on your subscribers (gained from opt-in forms, questionnaires, purchase history, and more) to segment them into different lists. You can then target specific subscribers using content that is relevant to each list. Doing so will increase the chances of engagement and will make it easier to nurture your leads.

  1. Use Automation

As mentioned, automation can be used to segment your email list to ensure that your email content is personalized. However, automation can be used in a variety of ways to further boost engagement. For instance, you can set up email triggers based on actions your subscribers take. When they download something from your site, make a purchase, or sign up for a webinar via one of your emails, it will trigger a relevant email to be sent right after the action was taken.

You can schedule emails using automation to be sent at specific times and on specific days. This allows you to reach your users based on when they are most active on their email accounts.

Find Out How Marketing Automation Can Help You

  1. Embrace Drip Email Campaigns

Email drip campaigns consist of a chain of emails designed to follow one another in a specific order and on a scheduled timeline. Usually, a drip campaign will consist of around five emails sent at 3 to 5-day intervals. They are effective because they build on one another, thereby ensuring relevance and generating more engagement. Drip campaigns are designed to welcome new leads, educate them, and finally to encourage a purchase.

  1. Don’t Spam Your Subscribers

Even if you’re not sending overly promotional emails, you don’t want to overdo it. Your emails may be chock-full of useful and informative content, but if your recipients are receiving it on a daily basis, they’re going to start ignoring you. When that happens, it will be more difficult to reach them with content that they would actually find helpful. Some subscribers may even unsubscribe, resulting in lost leads.

  1. Re-Engage Inactive Subscribers

Every once in a while, take the time to identify subscribers who haven’t engaged with your emails for some time. Don’t just assume that they are a lost cause. While some may have lost interest, others may simply have forgotten about your brand. Send out re-engagement emails that give these subscribers a reason to re-engage with you. Such emails can include polls and surveys, which can help you identify why they became unengaged in the first place. You can also use special offers based on their purchase history to generate interest in your business again.

  1. Market Your Email Subscriptions

For your B2B email marketing campaign to be successful, you need to have leads to actually email content to. Besides having email subscription forms on your website, you should actively promote your email subscriptions on your blog and on social media. You can even gate some of your long-form content (such as ebooks and whitepapers), requiring leads to sign up to your email list in return for access to your content.

B2B email marketing can be an incredibly effective way to engage and nurture leads. Make sure to keep these 7 tips in mind for a successful email marketing camp

25 Website Must Haves
types of marketing videos

Types Of Marketing Videos You Should Use

Year after year, video marketing grows in importance. Video has never been easier to consume for Americans, especially when considering the increasing quality of smartphones and tablets. Video is also the easiest way for people to absorb information. Additionally, according to a prediction by Zenith Media, the average person will spend around 100 minutes a day watching videos in 2021. The pandemic certainly had an impact on these numbers as well. People have more time on their hands to watch video content, especially those who have switched to a work-at-home environment. Because of this increase in video consumption, a video marketing strategy is an absolute must. The following are some of the different types of marketing videos that you should consider producing this year.

1. Educational videos

Educational videos should be used to help inform your audience about a particular subject. No video marketing strategy will be successful without them. This is because the more informed your audience is, the more confident they will be in making a purchasing decision down the road. Educational videos provide them with the knowledge they need to understand your business and the solutions you offer. There are several types of educational videos, including:

  • Demo videos – Videos that demonstrate how your product or service is used.
  • Explainer videos – Videos that showcase why your product or service is needed.
  • How-to videos – Videos that provide step-by-step instructions on how to do a specific task.
  • Animated videos – Animated videos are a fantastic way to deliver information in an entertaining way, whether they’re explainer videos or how-to videos.

2. Interview videostype of marketing video

Interviews are an excellent way to provide detailed information about certain subjects to your audience while also providing a personality to engage with. You can film interviews with both employees and upper management as well as experts that are relevant to your industry. What’s great about interview videos is that they are incredibly easy to produce.

3. Event videos

Certain events, like industry tradeshows, conferences, fundraisers, and round table discussions, can reveal a wealth of information. Film these events and edit them into event videos for your audience to enjoy.

Leveraging Video Marketing During COVID-19

 

4. Case study and testimonial videos

These types of videos focus on customers and their experiences using your product or service. Not only can you use them as social proof that your products or services work, but they make it easier to build trust with your audience. Potential customers are much more likely to relate to and believe what previous customers have said, after all. Using case studies and testimonial videos, you give customers the chance to explain what their challenges were and how your product or service solved those challenges.

5. Behind-the-scenes videos

A big part of creating a successful brand identity is presenting your company as being relatable. You don’t want your audience to think of you as a big faceless corporation, after all. Creating videos that depict your company behind the scenes is a great way to do this. It shows that there’s a human element behind the business. There are tons of ways to go about creating behind-the-scenes videos. A video of the day-in-the-life of the typical employee or a video of the manufacturing process of a product are great examples.

These are five different types of marketing videos you should consider creating in 2021. As you develop your video marketing strategy, remember that the quality of your content matters — and so does the audience that you’re creating it for. Always keep viewers in mind to ensure that your video marketing efforts are relevant.

17 SEO Myths
New call-to-action
long form video1

How to Increase your Social Media Presence in 2021

Social media usage has increased exponentially over the years, to the point where there were over 3.6 billion people using social media in 2020. This number is expected to grow by almost a billion more within the next five years. Social media has become a part of everyday life for most people, especially during the pandemic. As such, maintaining a strong social media presence has become even more essential to the success of your business than ever before. Keeping this in mind, the following are a few tips on how you can increase your social media presence in 2021:

1. Interact with your followers

The easiest way to build your audience on social is to engage with your existing followers. The more engaged they are, the more likely they are to share your content with others, thereby driving growth organically. As such, you need to interact with your followers on a daily basis, whether it’s posting new content, asking questions, responding to questions, or engaging in discussions with your followers. The moment you stop being active is the moment your followers will forget about you.

2. Host contests

Encouraging people to engage with your brand isn’t always easy. Not everyone will take the time to post replies to your questions or comments. The most you might get out some people is a like or two. However, one of the most effective ways to get people to engage is by hosting a contest on your social media platforms. For instance, a caption contest or a photo contest. You could also allow your audience to vote for the winners themselves. If there’s a prize at stake, more people will be willing to engage. You could even require them to follow you in order to participate.

3. Create video contentSocial Media Video

Humans are visual creatures, which means that their attention is easier to capture and hold using visual content, especially in the form of video content. Both long-form and short-form videos are popular, as evidenced by the success of video-based social media platforms like YouTube and TikTok. Even platforms like Facebook, Instagram, and even Twitter, have embraced video content creation. Video content also makes it easier to deliver information as well as show off the personality of your brand, making it easier for audiences to relate on a personal level

 

Using Storytelling In Social Media

4. Avoid sales pitches

Social media is not the place to advertise new products and services. If you’re constantly trying to pressure followers into buying something, they will eventually unfollow you. They’re already bombarded by ads everywhere else they go (both online and offline), the last thing they want is to voluntarily subject themselves to even more of them. Use your social media presence to build relationships, not sales.

5. Build relationships with influencers

Influencers are people with massive audiences on social media. By building a relationship with a social media influencer that’s relevant to your industry, you can gain access to their audience. For example, they can post a product review or even a link to your content on their page, thereby increasing brand awareness substantially.

6. Use your analytics

The last thing you want to do is to pour time and effort into your social media presence only to see it have little impact. Understanding where to focus that time and effort is incredibly important. Use your analytics tools (most social platforms offer their own tools that you can use) to monitor various performance metrics. Doing so will allow you to identify what types of content appeals to your audience, which social channels your audience uses most, what time of day you should post to reach the biggest audience and more.

7. Live stream events

People love live stream content because it allows them to interact with an actual person on video in real-time. Not to mention that live content attracts more viewers due to the fear of missing out. You can also use live stream events to capture new leads (by requiring viewers to RSVP). Some events you can live stream include new product launches, interviews, Q&As, behind-the-scene tours, panels, and more.

8. Promote your social pages

Don’t just assume that customers and leads will find you on social media. Direct them to your pages wherever you can. You can do this by adding social buttons and links to your website, to your emails, and to local online directories. You can even advertise your social presence on your business cards, newsletters, physical media ad copy, TV commercials, and more.

 

These are a few tips to help you increase your social media presence this year. When it comes to maintaining an engaging presence, remember that you must stay active and consistent. Understand that when it comes to social media, the goal is to engage your audience, not to close sales. Only then will your social media presence grow.

Website Redesign Checklist
New call-to-action
case study questions

Top Benefits of Using Case Studies For Your Business

Consumers are a lot less susceptible to fancy sales pitches in this day and age, which is why the use of case studies can be very effective in building brand trust. Many consumers will ask friends and family for recommendations or look up online reviews before doing business with a particular brand. They do this because they simply trust other consumers more than they are willing to trust a brand. It’s due to these reasons that you should consider using case studies. We’ve gone over the case study questions you should ask, but the following is some information on what they actually are and how they can benefit your marketing efforts:

What are Case Studies?

Case studies are similar to testimonials in that they provide audiences with an account of previous customer experiences with the brand. However, testimonials are typically basic interviews that function as little more than positive reviews. Case studies are more in-depth and concern the entire process that the customer went through. Basically, it’s a depiction of their buyer journey and how your business helped to fulfill their needs from beginning to end. This allows for an element of storytelling that’s much more engaging

What are the Benefits of Using Case Studies?

Although case studies require a lot more effort to put together than the typical testimonial, it’s well worth the time and resources required. Many businesses will even produce their case studies as video content that their audiences can watch. The following are just a few of the benefits of creating case studies:

Build brand trust

Case studies are extremely effective in building trust because of the very fact that they represent the viewpoint of your previous customers. Instead of you telling your audience how great your brand is and how effective your products or services are, you’re having your customers do it for you. Not only do audiences trust other consumers more than they trust companies, but by allowing your previous customers to tell their stories, they are basically endorsing your brand, which gives your business more credibility.

Engage through storytelling

Simply having customers tell the audience that your product is great is just a basic customer testimonial. It’s not that interesting, nor is it very engaging. Case studies are more concerned with telling the story of the customer. The customer is the hero, their problem is the conflict and your brand’s solution is the resolution. The use of storytelling helps to make a brand much more relatable and will allow your audience to see how you fulfilled that customer’s need at every stage of the buyer journey.

Click here to learn about the differences between storytelling and storybranding.

Identify brand evangelists

To find the subjects of your case studies, you’ll need to speak to several clients or customers and request that they participate. Those that are willing are your brand evangelists. They are offering to tell their story because they believe in your brand. Knowing who your brand evangelists are is helpful because they can help improve your brand reputation through word-of-mouth marketing.

Assist your sales team

Having an assortment of case studies available on your site can be hugely beneficial to your sales team. This is because they can recommend prospects to watch specific case studies of previous customers who may have had similar problems. This, in turn, can help them close deals.

As you can see, case studies can be very beneficial to your marketing efforts. Don’t forget to read up on the important case study questions you should ask, and be sure to take a look at some of the marketing tools that we offer for download at Stevens & Tate.

Learn The StoryBranding Process

website redesign process

Do You Need to Redesign Your Website?

If your website has sat untouched for more than a few years, then there’s a good chance that it might be in need of an overhaul. Your website should be continually bringing in new leads, increasing your brand awareness and establishing your brand authority. If your website isn’t currently doing these things, then you’re not only limiting your ability to grow; you’re also helping your competitors as a direct result.

Signs you need a website redesign

If you’re wondering if you need a website redesign, then you’ll want to look for specific signs that show your website is in need of improvements. The following are some major signs that your website could benefit from being redesigned:

Your brand has undergone change

It’s not uncommon for a company to undergo a change in branding. This can happen if the company changes ownership or has changed direction; for example, to concentrate on a more niche market or to target a different audience. If your brand has changed, your website needs to reflect this. Keep in mind that your brand identity consists of much more than just your offerings or your logo. It’s your company’s narrative. Brand storytelling is how you get your audience to connect with you and to relate to you. Because of this, it needs to be prevalent throughout your site.

Your website ranks poorly

Every website receives rankings from Google. These rankings determine your site’s exposure on Google’s search engine results pages (SERP). Google uses its rankings to ensure that its users are provided with search results that are relevant and of high quality. The higher your ranking is, the more exposure you’ll have to people searching for topics relevant to your site. If your site ranks poorly, it means that you’re getting little exposure. This will also limit how much traffic your website will receive. Your redesign needs to implement the best practices of search engine optimization (SEO) to ensure a strong ranking.

Here are ten ways to use Google Trends to increase your SEO

Your website user-experience needs improvement 

Some of the factors that influence your website’s user-experience include how long it takes your webpages to load and how easy your site is to navigate. If your pages take too long to load or your visitors don’t know how to find what they are looking for, they’re likely to leave. Additionally, if your website isn’t mobile-friendly, it’s going to affect the way that your site is displayed on mobile devices. A lack of mobile optimization makes it difficult for mobile users to browse through your site.

Your website could improve its conversion rate 

If the ratio of purchases and opt-ins to your number of visitors is lower than you would like it to be, then there’s likely an issue with how your site is addressing each stage of the sales funnel. Your website should nurture visitors at every stage, whether they are looking for information about your company or product or whether they are ready to make a purchase. You should also have calls-to-action that are relevant to each page and that help drive your leads to convert.

Your website could use an updated look 

Aesthetics matter. The look of your website is going to leave a big first impression on your visitors. Consider the look of some of the websites you use on a regular basis. Today’s websites have generally moved to a cleaner and more elegant look.

You don’t regularly update your website

Your website generates all kinds of useful data you can leverage to improve your website’s design and adjust your marketing strategies. By implementing a growth-driven design model, you can continually update your website based on your website data, which you can gather using analytics. This will also allow you to focus your resources on areas where it will benefit your brand the most and to adjust strategies that aren’t working.

Want more resources on how to redesign your website? Click here!

  25 Website Must Haves For Driving Traffic, Leads & Sales

Village Green

Village Green Real Estate and Development hires Stevens and Tate Marketing to Help Meet Expansion Goals

Village Green Real Estate and Development has added Stevens & Tate Marketing to its team, handing over the advertising reigns for its senior living properties. The agency is tasked with developing a strong marketing program to meet expansion goals for The Carolina Highlands and The Carolina Inn. Marketing both together, Stevens & Tate is repositioning them as one all-inclusive senior living environment in the Village Green neighborhood of Fayetteville, North Carolina. During its Competitive Advantages Discovery process, Stevens & Tate found each property has a unique selling proposition yet both share several reasons to buy. New messaging combines both to create an overarching brand with the ability to promote properties individually. Stevens & Tate is mixing traditional media such as newspapers, direct mail, and directories with digital and social media campaigns plus outreach emails to communicate with seniors as well as their adult children. Google Ads are a key component to reaching all audiences who are actively seeking more information on independent and assisted living. Complementary designs visually tell the all-inclusive story in new brochures and on all-new websites.

The Carolina Highlands and The Carolina Inn are operated by Village Green Real Estate and Development. As part of the Village Green neighborhood—Fayetteville’s senior living destination—they offer access to a continuum of care with independent living in The Carolina Highlands, assisted living at The Carolina Inn, and skilled nursing and rehab.

marketing agency partner

4 Tips to Lead An Agency Review to Find New Marketing Agency

Do you know if it’s time to start looking for a new marketing agency? These three questions will help you understand if your team is working for you; and if not, how to look for a new agency partner.

Are you getting the results you need? Most clients and agencies set goals at the beginning of their relationship or at the start of a new campaign. For example, you may agree that success is measured by an increase in website visits and conversions, a certain number of on-site traffic or customers per store, more social media interactions and engagement, or incremental sales. If your goals are not being achieved and your marketing agency is not proactively seeking new ways to help you reach them, it may be time for a change. Read more