Directors Archives - Stevens & Tate Marketing

5 Storytelling Techniques You Should Use For Your Marketing Efforts

December 17, 2024/in Articles, Directors, Storybranding /by Mark Beebe

When it comes to any type of marketing effort, engaging your audience is of utmost importance. Keeping your audience interested is probably the biggest challenge. If they lose interest, they’ll become difficult to convert. To ensure that your audience remains engaged, you need to use the power of brand storytelling for your marketing efforts.

Why is Storytelling Crucial to Marketing?

Consuming information without context is rarely interesting or engaging. Think about how it felt to go to school and study for tests. Few students actually enjoy doing this. On the other hand, almost everyone enjoys watching TV shows or going to the movies. The reason is simple: if information is presented using storytelling, it becomes more enjoyable and easier to retain.

Think about it this way: let’s say you’re talking to a friend. Your friend is explaining how they just bought a new blender and they’re going over all of its features. Sounds boring, right? That’s because it is. However, what if they explained how they had to go on a diet because their doctor told them they were on the brink of having a heart attack? What if a friend recommended that they begin making healthy juices and smoothies? What if their original blender exploded everywhere the first time they tried to use it?

At this point, you’re invested in their story and you’re interested in how their new blender solved their problem. This is because they kept you engaged using storytelling instead of just dumping information with no context into your lap. And that’s how marketing works as well.

5 Storytelling Techniques for Marketing

There are many different storytelling techniques you can use to boost your marketing efforts. Here are five techniques that you should be sure to implement to boost your storytelling capabilities:

1. Always put your audience first

To truly engage your audience, you need to make sure that you understand their perspective. If they don’t feel like your content is tailored specifically to them, they’ll feel disinterested and tune out. As such, the protagonist in your story needs to either be them or represent them. Your story should revolve around their pain points. To ensure that you create content using their perspective, you’ll need to develop buyer personas.

2. Use traditional story structure

If you want to build a better story, consider doing what Hollywood films do: they stick to traditional storytelling structures. Such stories include a beginning, middle, and end. In the beginning, the character is introduced along with the inciting incident (the problem that needs to be solved). Their journey towards solving the problem and the struggles they face in doing so is detailed in the middle. In the end, there’s a climax and resolution.

Using traditional story structure is smart because people are familiar with it — and most importantly, they’re comfortable with it.

3. Make sure the conflict is clear

Any good story needs to have conflict. This is especially true for your marketing stories. The best way to ensure that there’s enough conflict is by making sure that the stakes are high enough. The protagonist must be facing a seemingly impossible challenge, and only with hard work will they be able to triumph at the end. For example, let’s say that one of your buyer personas wants to lose weight. They’ve been told by their doctor that they have to lose weight immediately or they risk health issues, making the stakes high.

4. Keep the format in mind

Writing for the page is much different than writing for video. People read things differently than they say them. Don’t write your content the way you speak as it will likely come off as unprofessional. On the other hand, don’t write the dialogue for a video the way you’d write a blog post because it won’t sound natural.

Effective storytelling is dependent on the voice and one being used, so be sure to keep the format you’re using in mind.

5. Pacing is essential

Pacing is arguably the most important element of a successful story. Poor pacing can make your story uninteresting even if it contains all the elements of a traditional story structure.

Make sure your story is always moving at a steady pace. For example, if you’re writing a 1,000-word case study about one of your products, then the inciting incident should be explained in the first paragraph. If it doesn’t show up until halfway through, odds are you’ll have lost a substantial number of readers because they’ve lost patience and nothing has happened story-wise until that point.

Use Storytelling Techniques to Engage Your Audience

To deliver your brand’s message to your target audience, you will need to be able to engage them on a personal level and keep them interested. The best way to do this is by using these five tried and true storytelling techniques.

Also Read: 5 Storytelling Techniques You Should Avoid

Learn To Use Social Media To Find New Leads

Website Redesign Tips

December 13, 2024/in Articles, Blog, Directors, Website Design, Website Growth Driven Design /by Nicole Wagner

Once you’ve decided to redesign your website so that your business can remain competitive, you’ll want professional website redesign tips to help ensure that your new website design will be effective. Without one, your site is likely going to continue having some of the same problems it currently has. Redesigning your website without a plan is basically like doing temporary repairs and hoping that they will hold up.

Website Redesign Questions to Ask

If you’re looking to figure out what you need to change, you’ll want to start by asking yourself key questions about your current website design. The following questions will help you understand where your current website’s issues lie and how your website can be improved with Website Redesign.

What do you think needs work on your website?

If you’ve identified the need for a website redesign, then you should have some idea of what areas of your current website need work. However, you should still go through your entire site to see if you can pick up on anything that you think needs to be addressed. Pay attention to:

How long pages take to load
How easy it is to navigate
Whether your links are working
If visitors are engaging with your content
Whether your content is outdated
What kind of impression you have of the site’s look

Also Read: How Your Web Page Speed Effects Your SEO and Google Ads Performance

What do visitors think about your website?

Your visitors often have a better perspective on how functional your site is to use than you do. In fact, some of the best website redesign tips you can get are from your visitors. Pay attention to some of the common questions that your visitors are asking concerning your website. You can also look at what your visitors are searching for most in your search bar. For example, if they are searching for your contact information, then your contact page may not be as easy to find as it should be.

Read More Articles: Why Your Website Redesign Would Benefit From An Inbound Marketing Strategy

What is your website’s main goal?

You should have one main goal, whether it’s generating sales, increasing brand authority, converting leads or spreading brand awareness. This goal will help guide you when it comes to making your website design choices and will give you something to benchmark your site’s results against.

What are your competitors’ websites like?

One way to get an idea of what works and what doesn’t is by taking a look at the competition. Spend some time going through one of your competitor’s websites. It’s often easier to judge another website objectively than it is to do so your own. You’re likely to notice that your more successful competitors have the more effective website designs. Take note of some of the things you like about their site as well, such as the layout, features or some of the pages they have that you might not.

How often do you update your website?

You should be updating your website regularly, even if it’s just to post weekly blog content. If you’re not, it could be because your current website is just too difficult to update. Fortunately, there are content management systems (CMS) available that makes it easy for anyone to update a website, whether they are technically proficient or not.

Conclusion:

In conclusion, a successful website redesign requires careful planning and consideration. By taking the time to ask yourself the right website redesign questions, such as those outlined above, you can ensure that your new website meets the needs of your business and your visitors. By investing in a well-designed and user-friendly website, you can set your business up for long-term success.

Looking for additional information on how to rebuild your website? Please click here!

two influencers recording their product reviews

Influencer Marketing Campaigns(B2B): The Shift to Authenticity

December 11, 2024/in Articles, B2B Marketing, Directors, Marketing Strategy, Trending /by Dan Gartlan

Influencer marketing campaigns have long been a core component of business-to-consumer (B2C) strategies, but it’s less commonly associated with B2B businesses. This is largely because B2B marketing often focuses on persuading decision-makers rather than entertaining a broad consumer base. However, it’s worth remembering that every member of a procurement team is more than just a professional—they’re also individuals who might be parents, football fans or podcast enthusiasts. This human element is where the opportunity for B2B influencer marketing lies.

The Unique Nature of B2B Influencer Marketing

B2B audiences aren’t looking for the next trending product—they’re searching for solutions to complex challenges, making authenticity essential. Instead of focusing on mega influencers with high follower counts, B2B businesses can gain more value by collaborating with niche experts, thought leaders and industry insiders who have the trust and respect within their fields.

With longer decision-making cycles and multiple stakeholders involved, B2B influencers who can simplify technical concepts, demonstrate real-world applications and offer practical insights bring far greater value than a standard product endorsement.

Also Read How To Use Social Media To Drive B2B Sales

Without further ado, let’s dive into the emerging trends and the future of influencer marketing:

Authenticity in Action

Trust and authority are crucial in B2B transactions, where decision-makers are more likely to connect with and be influenced by content from reliable, authoritative sources. With their industry expertise and established credibility, B2B influencers bring a level of trust that traditional advertising cannot achieve. Their endorsements can play a pivotal role in shaping supplier perceptions and influencing purchasing decisions.

Rise of Micro-Influencers in B2B

influencer getting likes on social media While celebrity influencers dominate B2C marketing, micro-influencers are emerging as leaders in the B2B space. These influencers often specialize in specific industries or niches, bringing a high level of expertise and relevance to their content. For B2B brands, this provides the opportunity to collaborate with individuals who deeply understand the field or sector in which your business operates.

Why Micro-Influencers Work in B2B:

Higher Credibility: They bring authentic, firsthand knowledge that resonates with technical or specialized audiences.
Engaged Networks: Their followers trust them for practical advice and insights, not just surface-level endorsements.
Tailored Communication: They can address specific challenges, making their content more relevant to B2B buyers.

Also Read Micro Influencer Marketing Benefits

Thought Leadership as the New Influencer Model

In the B2B world, influencer marketing campaigns often go hand-in-hand with thought leadership. Rather than focusing on product promotion, B2B influencers enhance brand awareness by articulating your company’s vision and values through insightful content, meaningful discussions and compelling presentations. This approach not only reinforces your brand’s authority but also helps build stronger, more authentic connections with your audience.

Formats That Work:

Webinars and Virtual Events: Partnering with an influencer to co-host discussions on industry trends or best practices.
White Papers and Case Studies: Co-creating in-depth content that demonstrates expertise and the practical value of your solution.
LinkedIn Collaboration: Leveraging LinkedIn’s professional network to share authentic, high-value content that drives engagement.

Also Read Marketing on TikTok: Strategies to Engage the TikTok Generation

Long-Term Partnerships: Building Lasting Influence in B2B

In the B2B world, quick, one-off influencer collaborations often fall flat. Long-term partnerships, on the other hand, are far more effective at building trust and driving meaningful results. Collaborating consistently with one or a select group of influencers creates a steady stream of content that helps establish a solid foundation. These ongoing partnerships allow influencers to gain a deeper understanding of the brand’s products, values and audience, resulting in content that is more authentic and relevant.

Why Long-Term Partnerships Work:

Deeper Understanding: Influencers gain insight into your business, enabling them to craft content that speaks directly to your audience’s pain points.
Increased Credibility: Ongoing collaborations demonstrate the influencer’s genuine belief in your solution, strengthening their advocacy.
Consistent Messaging: Repeated exposure to the influencer’s content helps reinforce your brand message over time.

The Role of Technology in B2B Influencer Marketing

Technology will play a critical role in enhancing authenticity in B2B influencer marketing campaigns. It enables brands to identify the right influencers, measure campaign success more precisely and deliver engaging, innovative content.

Key Trends to Watch:

AI-Powered Influencer Identification: Advanced AI tools can analyze factors like audience engagement, content relevance, and alignment with brand values, helping B2B marketers find influencers who truly resonate with their niche audience.
Data-Driven Campaigns: Instead of relying on surface-level metrics like views or clicks, technology enables B2B companies to measure success through more complex data, such as lead quality, audience sentiment and deal conversions.
Augmented Reality (AR) Demos: AR technology allows influencers to demonstrate products or solutions in real-time, interactive formats, bridging the gap between abstract concepts and practical applications.
Blockchain for Transparency: Blockchain technology is emerging as a key tool to ensure transparency and trust in influencer marketing. By verifying influencer credentials, tracking campaign data and validating performance metrics, it strengthens accountability and builds greater confidence in partnerships.

The Importance of Hiring an Integrated Marketing Agency

December 5, 2024/in Articles, Directors, Inbound Marketing, Marketing Strategy /by Dan Gartlan

There are hundreds of tactics you can use to advertise your business, whether you’re using inbound or outbound marketing. As a result, it can take a long time and a lot of effort to create and execute a successful marketing strategy — especially if you want long-term results. It’s why many companies will work with a marketing agency instead of trying to do it themselves.

However, you’ll find that most marketing agencies focus on specific types of advertising. For example, some agencies focus on direct marketing, while others focus on building websites. If you want to work with a single agency that can handle all of your marketing needs, then you should consider working with an integrated marketing agency.

What is Integrated Marketing?

Integrated marketing is the practice of making sure all of your marketing efforts are aligned to deliver the same core message. It’s an overarching strategy that uses various channels to reach people at every stage of the buyer’s journey. Integrated marketing allows businesses to deliver a consistent message across different mediums, including print and digital media.

For example, a company might use a TV commercial to draw attention to its new website. For this to work, the message conveyed on the TV ad must be consistent with the messaging on the website. If the tagline or logo on the commercial is even slightly different than what’s on your website, it will confuse people.

What is an Integrated Marketing Agency?

Integrated marketing agencies use a holistic approach to marketing. They can address all the advertising needs that a company might have. Basically, it means that they can do everything you need as far as marketing goes so that you don’t have to hire multiple agencies. For example, they can help:

Build your brand and design branding elements.
Develop a traditional outbound marketing strategy.
Develop an inbound marketing strategy.
Create your inbound and outbound marketing materials (from print ads to your website)
Develop a public relations (PR) strategy to engage with your target audience across many channels.

What are the Benefits of an Integrated Marketing Agency?

There are many benefits to working with an integrated marketing agency instead of an agency that has more specific focuses (such as an agency that only produces commercial videos). The following are a few of the primary benefits of using an integrated marketing agency:

1. A more cost-effective marketing solution

Hiring multiple agencies to address different parts of your marketing strategy can be expensive. An integrated marketing agency can take care of all your marketing needs, making it a more cost-effective option.

2. A more cohesive long-term marketing plan

Because an integrated marketing agency is experienced in every facet of marketing, they can audit your existing strategy. Additionally, they will consider your company’s needs and audience to develop a more unified long-term marketing strategy.

3. More personalized services

Most agencies use a general blueprint to implement their solutions. As such, their marketing efforts follow a guideline or template for every one of their clients. Integrated marketing agencies customize their marketing solutions to the specific needs of the clients they’re working with. Futhermore they will take a unified approach that will result in a comprehensive and unique marketing strategy.

4. Branding consistency across all channels

If you lack branding consistency (for example, if your messaging and tone is different from one channel to the next), it will hurt your brand identity. Consequently, people will get confused about who you are and what you offer.

An integrated marketing agency can help develop a unique branding strategy so that your business will have a consistent message across all channels. By using integrated marketing, you’ll ensure that your brand identity remains consistent.

5. A better understanding of the buyer’s journey

Integrated marketing agencies are experienced with both traditional and digital marketing. As a result, they have a greater understanding of the buyer’s journey and how to reach customers at every stage of their journey.

6. More effective cross-channel marketing campaigns

Marketing campaigns that function separately won’t be nearly as effective as if they were designed to work together. Integrated marketing agencies are more capable of creating cross-channel marketing campaigns designed to achieve a shared goal.

Our Integrated Marketing Solutions

Here at Stevens & Tate, we offer integrated marketing solutions tailor-made to your company’s needs. Not only do we take into account your business and your customers, but we also take into account your budget. With that in mind, the following are some of the integrated marketing solutions that we offer:

Storybranding:

We can help develop your brand and brand story by identifying competitive advantages and mission statement. We can also create a slogan and tagline, identify your value propositions, and develop your message and story.

Marketing strategy:

We develop a comprehensive marketing strategy by implementing a meticulous process. This process includes a thorough consultation, SWOT analysis, budget evaluation, marketing plan development and execution, communications strategy, and messaging approach.

Research:

We perform thorough market research to help build your marketing strategy. This research includes competitive market analysis, brand audits, target audience segmentation, website analytics, customer experience research, and more.

SEO and social:

We can develop comprehensive social media and SEO strategies to increase brand awareness and authority. We use various tactics, including blogging, content creation, social media campaigns, PPC ads, engagement strategies, and organic search marketing.

Public relations:

We offer a wide variety of reputation management services integrated with your overall marketing strategy. These services include press release writing, product launch advertising, online syndication, and marketing promotions. We can also improve your reputation via thought leadership, content marketing, media relations, and more.

Customer experience:

We develop various strategies to help improve your customer experience. We can help with package design, brand development, contests, promotions, pricing structures, and more.

Digital marketing tactics:

We can plan and execute digital marketing efforts as part of your ongoing marketing strategy. These efforts may include SEO, video production, PPC advertising, social media advertising, mobile and web app implementation, content creation, and more.

Traditional Advertising:

In addition to digital marketing, we can also help develop a traditional advertising campaign integrated with the rest of your marketing efforts. Some of the traditional advertising services we offer include print ad design, radio scripts and audio production, photography, logo development, video production, sales brochures, and more.

Improve Your Long-Term Marketing Using Integrated Marketing Solutions

To create an effective cross-channel marketing campaign, you need integrated marketing solutions. Moreover, integrated marketing is the best way to strengthen your brand, grow your business, and establish yourself as a thought leader in your industry over the long term.

Find out more about the integrated marketing solutions we offer by contacting us to request a free marketing consultation at Stevens & Tate today.

How Green Marketing Can Build Brand Loyalty

December 4, 2024/in Articles, B2B Marketing, Content Marketing, Directors, Marketing Strategy, Trending /by Dan Gartlan

Today’s customers are not just buying products; they are buying into the brands. That’s why green marketing is more than a nice-to-have—it’s a powerful strategy for building brand loyalty with eco-conscious consumers. With more people prioritizing sustainability, brands have a unique chance to stand out by taking genuine, impactful steps toward environmental responsibility. When you commit to green marketing in ways that align with your brand values and openly communicate your progress, you create deeper connections and lasting loyalty.

Need More Reasons to Go Green?

Sustainability is often discussed in terms of its environmental benefits, but what about its impact on human health? The truth is, going green offers numerous advantages for our well-being. Sustainable practices like reducing pollution, using non-toxic materials, and conserving natural resources not only help create healthier ecosystems but also contribute to cleaner air, water, and soil. By supporting green efforts, your business is playing a role in ensuring a healthier future for all.

Sustainability Trends in Marketing

Here are some key trends shaping the green marketing landscape:

• Circular Economy Marketing

Traditionally, businesses have focused on increasing sales and market share through a linear economy model, which relies heavily on the extraction and disposal of resources. However, its negative impact on the environment, society, and long-term business sustainability is driving a shift toward a circular economy. Circular models, such as resale, repair and reuse, enable businesses to grow revenue while reducing dependence on finite resources. This strategy reduces costs, cuts greenhouse gas emissions and strengthens customer loyalty while meeting business goals.

• Green Influencers

Social media influencers have long played an important role in shaping consumer behavior. With the growing emphasis on green marketing and environmental responsibility, eco-conscious influencers are gaining prominence. Partnering with these personalities can add credibility and extend the reach of your sustainable marketing initiatives, effectively aligning your brand with values that resonate deeply with environmentally aware audiences.

• Sustainable Digital Marketing

Unlike traditional methods such as direct mail and printed materials, digital marketing provides a sustainable alternative that significantly reduces environmental impact. Leveraging platforms like email newsletters, social media, and targeted online ads allows brands to promote sustainable products and behaviors while minimizing the carbon footprint.

• Customer Education and Empowerment

Spread the word about green marketing to your brand’s audience. It’s a great opportunity to educate customers on the importance of sustainability and how your products contribute to the environment. Many brands are using interactive content, events, and workshops to engage and inform customers. This not only strengthens your connection with eco-conscious customers but also helps those less familiar with sustainable practices, empowering them to make more informed, environmentally friendly choices.

Also Read Customer Engagement Strategy

Practical Strategies for Building Brand Loyalty Through Green Marketing

Here are strategies that can make your green marketing efforts more effective:

• Product Design & Innovation

Sustainable practices should begin at the design stage. By making products more long-lasting, easily repairable, compostable, and safer for transportation, brands can reduce social, environmental and economic impacts from the outset. Designing with eco-friendliness at the core signals a commitment to both quality and sustainability, showing customers that your brand values the planet as much as it values its products.

• Promote Green Values in Advertising

If your brand is making a positive impact on the environment, let people know. Use your advertising channels to clearly communicate your commitment to sustainability. Whether through digital ads, print materials, or social media campaigns, put your eco-friendly practices at the forefront. Featuring these efforts in your ads helps raise awareness of your brand’s environmental values.

• Highlight Sustainability Through Content Marketing

Highlight your brand’s green initiatives across all customer touchpoints. This can include blog posts, white papers, case studies, videos, newsletters, and more that emphasize your commitment to sustainable practices. These content assets keep customers informed, engaged, and remind them of their role in supporting eco-friendly initiatives.

Also Read Content Marketing Misconceptions

• Collaborate with Eco-Friendly Brands

Teamwork can drive greater results than going solo. Partner with like-minded businesses to co-host events, run joint marketing campaigns, or cross-promote each other’s products. These collaborations can amplify your brand’s reach, enhance credibility, and show your customers that sustainability is a shared value.

• Community Involvement

Connecting with communities over environmental causes can deepen your brand’s impact. Consider sponsoring eco-friendly initiatives or supporting local sustainability efforts. When consumers see that your commitment goes beyond profit, it fosters a shared purpose that builds trust.

Also Read Brand Marketing Strategy: Community and Advocacy

• Carbon Offset Programs

If you’re looking to elevate your green marketing efforts—or if product changes are limited—implementing a carbon offset program can be a powerful way to reduce your environmental impact. Offsetting emissions and working toward carbon neutrality demonstrates a genuine, long-term commitment to sustainability, which resonates strongly with today’s environmentally conscious consumers.

An Example of a Successful Green Marketing Effort

Green marketing is all about taking tangible steps toward sustainability and openly sharing those efforts with your audience. Patagonia is a great example of how green marketing can foster an authentic connection and empathy with consumers. Through a dedicated website that showcases their sustainability efforts, they regularly update customers on their progress, future goals, and stories about their initiatives and impact. This transparency has played a key role in earning them significant customer loyalty.

Patagonia Website

Measuring the Impact of Green Marketing on Brand Loyalty

To ensure green marketing is delivering results, focus on long-term KPIs rather than short-term metrics. Customer lifetime value, repeat purchase rates, and sentiment analysis are essential in evaluating loyalty. Additionally, create a feedback loop to gather customer thoughts on your initiatives; their input can be invaluable in refining your approach.

Content Marketing Misconceptions

November 28, 2024/in Articles, Content Marketing, Directors /by Nicole Wagner

Content Marketing is one of the most talked about and trusted online marketing tactics.

It can help your business generate online traffic, expand your presence on social media, establish yourself as a thought leader in your industry, and most importantly, bring in new sales and leads.

But despite its current popularity and buzzworthiness, there are still a number of misconceptions about what content marketing is, how it works and what it can do for you. We’re going to clear up some of these misconceptions and help you get a better understanding of how content marketing can help your brand.
Read more

How Businesses Can Use a Blog To Strengthen Their Online Marketing Efforts

November 26, 2024/in Articles, Blog, Directors /by Nicole Wagner

The history of blogging is an interesting one. For a while, the purpose of a blog was entirely personal. People would use blogs as a sort of online diary that was public to friends and family. However, as online marketing evolved over the years, it became apparent that the blog held immense value as a content marketing tool. Blogging presented the perfect way for businesses to regularly publish new content to attract and build a large audience.

With that in mind, if you’re planning a content marketing strategy, then you should strongly consider setting up a website blog and do blogging.

How Blogging is Beneficial for Business

The following are a few benefits of blogging for business to improve your online marketing efforts:

1. Generate Organic Traffic From Google

One of the main advantages of blogging is that it can help you generate organic traffic from Google. When you publish new content on your blog, Google will index it and include it in its search results. As a result, people searching for information related to your business will be more likely to find your website.

Of course, how your blog content ranks will depend on how effectively you optimize it for SEO (search engine optimization). You’ll need to:

Use competitive, relevant keywords throughout each blog post
Use internal and external links to improve user engagement
Promote your blog via social media and email marketing.

Also Read: 5 Ways To Optimize Your Social Media

If you have a social media presence for your business, consider promoting new blog content on every channel you’re using. Doing so will encourage more of your followers to click through and read your latest blog post. It can also help your blog posts rank better due to the increased traffic they’ll receive from social media exposure.

It’s also worth mentioning that posting your blog posts on social media improves the post’s chances of being shared by others. Whoever shares your posts on social media will expose them to an entirely new audience, which can help drive new visitors to your site.

3. Establish Brand Authority

One of the primary goals of any content marketing strategy is to establish your brand as an authority in its industry. One of the best ways to do that is by regularly publishing high-quality blog content.

When you publish new, high-quality blog posts regularly, it showcases your expertise on the topic at hand. It also helps to build trust and credibility with your audience. As a result, your blog can help to not only bolster your brand reputation, but to drive conversions.

Additionally, the better your reputation is, the more likely other websites will begin linking to your blog. The resulting backlinks can expose your brand to bigger audiences and cement your position as a thought leader within your industry.

4. Educate Your Audience

By publishing how-to guides and other informative pieces on your blog, you can help educate potential leads in the beginning stages of their buyer’s journey. Not only will doing so help build your brand authority, but it will also help nurture your visitors through the buyer’s journey. As a result, you’ll be in a better position to capture leads and convert them into customers.

One of the benefits of having a blog is that it can have a long-term impact on attracting and educating new leads. For instance, someone searching for information about a problem they’re having may stumble on a blog post you published a few years ago that remains relevant. If your post was educational, they might stick around, exploring your blog or your website further.

5. Generate Leads

Besides attracting new visitors to your website, your blog can go a long way towards helping you generate leads. Your blog can nurture potential leads and build trust, two critical steps towards capturing a lead. However, the blog posts themselves can act as a vessel for conversion. By ending each post with a call-to-action and an offer, you can entice visitors to sign up to your email list.

Set Up A Blog to Improve Your Online Marketing Today

If you’re not already taking advantage of all that a blog can do for your online marketing efforts, it’s time to start. Creating high-quality blog content is one of the best ways to improve your website’s SEO, drive social media traffic, establish brand authority, educate your audience, and generate leads. All of which can help improve your online marketing success over the long term.

Stevens & Tate Marketing Receives W3 and Davey Awards for JULIE, Inc.’s 50th Anniversary Video

November 22, 2024/in Articles, Directors, Press Releases, Video Marketing /by Mark Beebe

(LOMBARD, IL) – Stevens & Tate Marketing has been honored with a W3 Award in the category of Branded Entertainment–Not-for-Profit and a Silver Davey Award in the category of Film/Video-Corporate Image for “Protecting The People In The Land Of Lincoln,” the 50th anniversary video created for its client JULIE, Inc. These prestigious awards recognize excellence in creative work from firms worldwide.

To commemorate 50 years of promoting digging safety, the video features stunning drone footage showcasing the diverse landscapes JULIE helps protect—farms, rural communities, suburbs, and cities—capturing the essence of where Illinois residents live, work and play. The core message highlights JULIE’s legacy and the importance of safe digging practices in preventing service disruptions to critical infrastructure like electricity, natural gas, water, communications, Internet, and fiber optics.

“We’re incredibly honored to be recognized by both the W3 and Davey Awards,” said Dan Gartlan, partner at Stevens & Tate. “As a creative agency rooted here in Illinois, it means a lot to us to celebrate JULIE’s history and their powerful role in public safety across the state.”

Through breathtaking visuals and heartfelt storytelling, the video reflects JULIE’s journey toward becoming a trusted leader in utility line damage prevention and celebrates the association’s five decades of commitment to safe digging. The result is a powerful and engaging piece that resonates with viewers on every level.

The long-form video has become a central part of JULIE’s internal marketing and communication efforts. Additionally, Stevens & Tate adapted the nearly three-minute video into two 30-second versions for outreach advertising. These shorter edits are broadcast on various platforms including cable TV, over-the-top streaming services, digital display ads, and social media, allowing JULIE’s safety message to connect with a broad audience. It’s also prominently displayed on JULIEBeforeYouDig.com and has become an essential feature in anniversary events, presentations and meetings with contractors and key partners.

About the W3 Awards

Founded in 2005, the W3 Awards recognize outstanding achievement in web design, video, marketing, mobile sites and applications, social, podcasts, and emerging tech, welcoming entries from agencies, companies and individuals worldwide. The awards celebrate the often-overlooked innovators of digital creativity who push boundaries and bring imaginative ideas to life. From emerging independent creators to well-established global agencies, the W3 Awards highlight projects that are shaping the future of the digital world.

About the Davey Awards

The Davey Awards recognize creative excellence across various media, with a particular focus on small agencies and firms. Although geared toward smaller companies, the awards are judged by industry leaders with impressive credentials. Sanctioned by the Academy of Interactive and Visual Arts (AIVA), an exclusive body of distinguished professionals from top media, advertising and marketing organizations, the Davey Awards benefit from the expertise of executives from companies like Condé Nast, Disney, GE, Microsoft, Monster.com, MTV, Publicis, Sesame Workshop, The Marketing Store, Yahoo!, and more.

About Stevens & Tate Marketing

Stevens & Tate Marketing is a full-service advertising agency offering on-strategy creative, integrated message development, and cost-effective media planning and execution. The team creates targeted solutions for clients within the not-for-profit, food/grocery, retail, homebuilding/real estate, travel/tourism, business-to-business, healthcare, and senior living industries.

To learn more about Stevens & Tate’s award-winning capabilities, view the agency’s online portfolio at www.Stevens-Tate.com/work. For information on how Stevens & Tate can help Make Things Happen™ for your business, contact the business development team at (630) 627-5200.

Marketing on TikTok: Strategies to Engage the TikTok Generation

November 21, 2024/in Articles, Brand Development, Directors, Marketing Strategy, Trending /by Dan Gartlan

In the world of marketing today, a new generation has emerged—the Gen Z, or “TikTok Generation.” With the youngest entering their teens and the oldest approaching 30, this digitally native, socially conscious group has become a powerful consumer force. Marketing on TikTok offers an exciting way to reach them, but this generation is notoriously hard to engage. However, with the right strategy, you can cut through the noise and create genuine connections that make your brand stand out to these young consumers.

1. Understanding the TikTok Generation

The TikTok generation grew up fully immersed in technology and is considered the first true digital-native audience. For them, social media is more than a content-sharing tool—it’s a lifestyle and a central hub for news, entertainment, learning, and connection. Thus, to reach them effectively, brands need to be present, engaged, and focused on building real connections on these social platforms. Remember, authenticity is key: the TikTok generation wants content that feels genuine and speaks directly to their lives.

With this in mind, let’s explore some strategies that can help brands engage meaningfully with this audience on TikTok and beyond.

2. Leverage Influencer Marketing

Influencers hold a significant place in the hearts of the TikTok generation. From celebrities like Hailey Bieber sparking trends with a single post to micro-influencers with dedicated, niche followings, influencers offer a direct path to Gen Z’s attention. And if a big-name influencer doesn’t fit your budget, micro-influencers are a fantastic alternative; their audiences are often loyal and highly engaged, ready to act on trusted recommendations. The key is finding influencers who align with your brand’s image and giving them creative freedom. While providing basic guidelines can ensure brand alignment, avoid trying to overly control their process. Letting influencers create content in their authentic style builds trust and gives your brand a more relatable, human touch.

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Hailey Bieber Instagram

3. Prioritize User-Generated Content (UGC)

User-generated content is the heartbeat of TikTok. For the TikTok generation, peer recommendations and real-life stories carry more weight than traditional ads. Encouraging your audience to create UGC through hashtag challenges, Duets, and other interactive features invites them into your brand’s story. For example, campaigns like Coca-Cola’s “Share a Coke” and Starbucks’ “White Cup Contest” show how UGC can generate massive engagement, especially on platforms where algorithms often prioritize this type of content. By creating challenges that are fun and easy to participate in, you’re not only inviting your customers to be part of the brand, but also empowering them to share their experiences, expanding your brand’s reach organically!

Coca-Cola – “Share a Coke”

Starbucks – “White Cup Contest”

TikTok is built on the power of bite-sized stories. Think about the last time you picked up your phone—maybe even to read this. How many times did a notification, ad, or the urge of checking another app divert your focus? Given today’s shortened attention spans, particularly among digital natives, it’s vital to catch your audience’s attention immediately—those first three seconds are crucial. Craft videos that quickly convey emotion, humor, or a unique perspective, and stay in tune with trending sounds, memes, and styles. Here’s a bonus tip: repurposing successful TikTok content on Instagram Reels or YouTube Shorts can extend your reach without the need for additional production time, letting you engage multiple audiences efficiently.

Behind TikTok’s playful exterior lies a powerful repository of analytics that can be leveraged for precision marketing. Tracking engagement rates, shares, and watch time can reveal which content is resonating and help refine your approach. Testing different ad formats—like In-Feed ads, Hashtag Challenges, and Branded Effects—lets you pinpoint what Gen Z finds most engaging. Marketing on Tiktok is all about creativity, making the platform an ideal testing ground for new ideas while also providing clear, measurable insights to guide future campaigns.

Also Read How Creativity and Data Driven Marketing Help Develop Marketing Campaigns

6. Building Community through Engagement

For the TikTok generation, social media is a space for self-expression and community, not just for following brands. Direct interactions—whether responding to comments, engaging in live videos, or creating Duets—show that there’s a human side to your brand. By fostering community and collaboration, you’re not just marketing a product; you’re building genuine connections. You can also collaborate with other brands that share similar audiences, joining forces for campaigns that amplify your message and broaden your reach. In today’s digital landscape, a loyal, invested community will be your brand’s strongest advocates.

Also Read Brand Marketing Strategy: Community and Advocacy

7. Connected TV and Streaming Ads for the TikTok Generation

Let’s step away from social platforms for a moment and explore another often-overlooked channel: Connected TV (CTV). CTV refers to any TV that connects to the internet, allowing users to stream content from platforms like Hulu, Peacock, and Roku. As users continue to migrate from traditional TV to streaming, CTV ads and ads on streaming platforms offer new ways to reach Gen Z. With CTV, brands can blend storytelling with precision targeting, capturing attention on a larger screen and at a time when users are more receptive to content. By pairing TikTok’s creativity with CTV’s focused reach, you can build cross-platform strategies that resonate with the TikTok generation wherever they are.

Marketing on TikTok is about more than just catchy videos. It’s a strategy rooted in authenticity, creativity, and a community-focused approach where your brand’s personality can truly shine. Gone are the days when brands could rely on being at the center of the customer journey; today, the people are. Embracing these shifts and connecting with Gen Z on their terms is essential to staying relevant and influential in today’s market. So, what’s stopping you from taking the leap?

Tips to Consider When Developing Strong Email Subject Lines

November 20, 2024/in Articles, Direct Marketing, Directors /by Debbie Szwast

Email is one of the most effective marketing platforms in the world today. Marketing is based on judging books by their covers, thus attractive email subject lines are crucial. The choice of words used in the subject line has a huge influence on the readers and determines whether the hard work devoted to writing the email is fruitful.

Investing additional time into writing good email subject lines increase your open email rates. Investing additional time into writing a good subject line increases your open email rates. This grants you additional exposure increased contact with the target market. Here are some suggestions when it comes to writing strong email subject lines.

How To Create Strong Email Subject Lines?

Use aspects of personalization

For this, use tags in the catchy email subject lines indicating the addressee’s name and locality. For most marketing professionals, this has been observed to increase open rates. Combining this tactic with some targeted automation announcement will improve the effectiveness of the strategy.

Be target specific in creating recipient lists

Though sending blast messages to every contact in your list may seem comprehensive, it may be offputting to some recipients. Due to receiving irrelevant messages, some of your recipients may feel confused and, at times, frustrated. To solve this problem, segment the list based on past experiences and observations of consumer behavior. Forms are good sources for such information because they are filled with descriptions of personal preferences.

Also Read: Email Opening Lines That Actually Work

Keep it short and sweet

Around 40% of emails sent are opened in a mobile device. Assuming your readers might open emails in their mobile device, your best email subject lines should be under 50 characters so it doesn’t get cut off. To minimize the character count, only use the most crucial words in your subject line and take away the unnecessary ones.

Also Read: How to Improve Your Email Open Rate and Click-Through Rate

Avoid overuse of caps and exclamation marks

Excessive use of exclamation marks and caps lock will make your recipient feel like they’re being yelled at. Not only is the tactic disruptive, but 70% of recipients are likely to mark such emails as spam. Avoid this mistake and use action-based language to catch your readers’ attention instead.

Do not divulge the contents

A strong email subject line hides the contents of the email from the reader and instead makes them curious. Additionally, you should avoid making the subject line overpromising, which means whatever is indicated in the subject line should be consistent with the contents of the email.

Ask reflective questions

Ask relevant questions in email subject lines to attract the reader’s attention. Formulate a question that appeals directly to the recipient, and then provide internal links that provide an answer to the question. This is an efficient strategy that will translate to more email reads.

A/B testing

Though subject lines can be formed based on many ideas, the focus should be the target market. A/B testing involves carefully researching your target audience and experimenting with different subject lines. A successful campaign tests different subject lines on customers and adopts the ones with more reads. It is necessary to research continuously so as to remain relevant and effective.