What is a Brand Story? Differentiating Yourself From The Competition

With all the choices that consumers have in this day and age, just having a good product at a fair price point just isn’t going to cut it. Consumers don’t just care about the product (or service) they’re buying, they care who they’re buying it from, which is why your company’s brand identity is so important to your success. One of the important elements of your brand identity is your brand story. A lot of businesses mistakenly think that this is covered in their “about us” page on their website; however, your brand story is not the same thing as your company history. While your company history can be an important part of your brand story, your brand story involves the consumer as much as it involves your company and is absolutely essential in helping you to differentiate your company from your competition.

What Is A Brand Story?

A brand story is the narrative of your brand. It shouldn’t just provide information to the audience about who your company is, it should also tell consumers what your motivations are and should inspire an emotional reaction. For example, while the history of your company can play a role in your brand story, it’s arguably more important why you started the company than how you started it. This helps to get across your mission as well as your core values. Additionally, this allows you to address the consumer as a character in your story. The reason you started the company was to address a certain problem or need that your consumers have, after all.

Learn more about branding: Why Brand Development Matters and How it Works

Why Is Your Story Important?

There are dozens — if not hundreds — of companies that are similar to yours, whether they are competing directly with you or not. These companies may offer similar products that address similar needs to the same target audience. Simply saying that your products or services are better than theirs won’t get you far, even if you’re able to generate content that backs your statements. This is because consumers need to be able to connect with you on an emotional level. They want to relate to the brand that they choose. To do this, you need to differentiate yourself from your competition via your brand story.

A brand story makes it easier for consumers to connect with you due to the fact that storytelling has been an effective way to communicate messages and ideas throughout history. Using storytelling techniques in order to inform consumers about your company is going to make it much easier for them to stay engaged with you. There are several ways that you can do this. For example, you can position your company as the main protagonist whose goal it is to help the consumer or you can position the consumer as the main protagonist who must overcome an obstacle (a problem or need that the consumer has) with the help of your company (a solution in the form of your products or services).

When it comes down to it, creating a brand story helps differentiate your company from your competition while also making your brand more engaging for consumers, thereby making you more relatable on a personal level and more trustworthy as a result.

Creating Your Brand Story

Now that you understand what a brand story is and it’s importance, it’s time to develop your unique brand story:

  • Determine your company’s purpose

    What is your origin story? This doesn’t just refer to the date your company was founded, but why you decided to establish your business. What was your motivation? What is your mission? For example, maybe you realized that customer service within a certain industry was poor and you wanted to provide a better customer experience. Consumers want to know that there’s more to your company’s goals than just profit.

  • Understand who your audience is

    You can’t tell a story without an audience, and you need to know who you’re talking to in order to tell your story effectively. Your story should include your audience as a character, so you must know who your audience is. What are their main challenges, needs, and goals? Knowing this (along with more detailed demographic information) gives you a better understanding of how to tell an engaging story. It’s also why developing buyer personas is particularly helpful when it comes to your brand story.

  • Make sure your brand story remains consistent

    The products and services you sell need to align with your story. For example, if your main goal as a company is to provide an affordable alternative to a luxury product, then you can’t suddenly begin selling high-priced luxury items. Everything you do, from products and services to your marketing efforts, needs to align with your brand story. This means that you also need to maintain the same tone and messaging of your brand story across all platforms. A lack of consistency is going to hurt your brand identity and, in turn, hurt your trustworthiness.

  • Keep it simple

    Simple brand stories are easy for consumers to remember and make it easier for you to maintain consistency. If your story is too convoluted or long, you’ll lose the message and maintaining consistency across platforms becomes more difficult. It will also confuse your audience and help make your competitors’ brand stories appear more clear and well-defined.

  • Be authentic

    Make sure that your brand story actually represents who your brand is. Many companies try appealing to different audiences and adjust their story inauthentically to try making an emotional connection with them. This often happens if you don’t understand who your audience actually is. For example, if you run a clothing line that mostly middle-aged adults purchase but you want to break into the youth market, you might try to spice up your brand story to connect with a younger crowd by using younger slang and referring to pop culture or issues that you think they care about. However, consumers are smart — they can tell if a brand is being inauthentic and it won’t go over well.

  • Be personal

    Appeal to the emotions of your audience. You want them to feel something about your brand story. That’s why it’s important to be authentic about your motivations and your values. You should also make your audience part of your brand story so that it’s more relatable to them.

Your brand story is an important element of your brand identity and helps to emphasize what your brand’s message is. By creating a brand story and aligning your marketing efforts with that brand story, you’ll establish a foundation for who you are and what your company’s purpose is, thereby making it easier for consumers to relate and connect with your brand on a more personal level.

Learn The StoryBranding Process
digital marketing tactics

What is Digital Storytelling: How To Improve Your Efforts

When you’re marketing your brand, you’re telling consumers a story. In that story, they are the protagonists. Their problem or need is the inciting incident of that story, and the solution you present is the climax to that story. Effective storytelling is important in not only helping consumers identify what their problems and needs are and presenting your products or services as a solution, but in helping them to relate to your business on a personal level.

What is digital storytelling? It’s the use of strategies across all online platforms to help convey your message to your audience, whether it’s through videos, blog posts, images or tweets, to name a few methods. The following are a few tips that will help make your digital storytelling efforts more effective:

Align Yourself With Your Audience long form video1

Your audience doesn’t want to have their views or opinions challenged or changed. That’s not what your goal should be. The most effective stories are those that agree with the values of your audience. Here it allows them to feel smart and secure, thereby making it easier for them to see themselves as the protagonist of the story you’re telling, which, in turn, makes it easier for them to relate to the narrative overall. This means that you need to know who your audience is in order to be an effective storyteller.

Use Real Stories

The one thing consumers relate to the most is other consumers. Use your previous customers to tell your story. For example, banks often produce video content focusing on small business owners who became successful as a result of their small business loans, which makes their brand more relatable and empathetic.

More Tips On Digital Marketing? Free Digital Marketing Tools To Cope With COVID-19

Tell Smaller Stories

You don’t want your digital storytelling to become too complicated or the message will get lost. Keep it simple and to the point. One way to do this is to focus on smaller stories. For example, instead of showing how one of your products has dozens of benefits or uses, showcase how one customer was able to solve one specific issue using your product.

Smaller stories take less time to tell, which means your audience is more likely to read through your content or watch your videos all the way through — and it also makes your content more shareable.

Avoid Being Too Promotional

Telling your audience to buy your product because it’s cheap and it works well isn’t storytelling. There’s no way that a consumer can connect with that message on a personal level, considering that the average consumer is attacked with extra promotional advertisements daily, it’s the last thing they’re going to want to see. The trick to avoiding being excessively promotional is to focus on your audience, what they want, and not on you and what you want.

Storytelling is the most effective strategy for relaying your message to your audience. These tips will strengthen your digital storytelling efforts to help build stronger relationships with your audience.

A GUIDE TO EFFECTIVE MOBILE MARKETING TECHNIQUES

social media tips for business

Covid-19 Social Media Tips For Businesses

COVID-19 has resulted in an uncertain situation that nobody has experience with. As such, many companies are stumbling around in the dark trying to figure out how to proceed. Some businesses are even cutting back on their marketing budgets due to a decrease in sales. In fact, marketing your business is more critical than it’s ever been. It’s your marketing strategy that will help get your business through the pandemic and allow it to emerge on the other side — whenever that may be. One particular marketing strategy you should focus on is social media. However, your success depends on how effective your social media strategy is during this time. Here are a few Covid-19 social media tips for businesses to continue to reach a broader audience and to build stronger relationships to set yourself up for future success.

social media tips for business Social Media In The Time Of Covid-19

It would be understandable to assume that social media usage is up at this point in time. Unemployment is sky-high and a significant amount of people who are still employed are now working remotely. With that in mind, you would think that more people would be on social media in search of connection than ever before. While there is a 70 percent increase in social media app usage, engagement rates have actually gone down. The following are a few potential reasons for this:

  • People are using social differently – People are more isolated than they’ve ever been, especially in areas with stay-at-home orders or if they’re under quarantine. As a result, they are on social media a lot. They’re just not engaging with brands. This is because they’re using social to connect to their friends and family, not necessarily to do research into products and services.
  • Businesses aren’t leveraging social correctly – Sporadically posting content on your social channels without any kind of plan won’t do you any good. There needs to be a reason behind your social media actions. Simply trying to engage followers for the sake of engaging them won’t help you or them. In order to see results, you need to establish goals, which requires you to create a social media strategy.

Like this article? Also read 8 Tips on Social Media Best Practices For Your Business

Social Media Tips For Businesses During The Pandemic

Despite a lack of social media engagement, you should not ignore the opportunity to use social as a marketing tool. Social media can be a very effective way to reach your audience and to build stronger relationships throughout the pandemic. With that in mind, the following are a few social media tips for businesses:

1. Provide Useful Content

If you want your audience to engage, you need to provide them with something of value. What are they looking for? Odds are, they’re not looking for advertisements. Create content that you know will be useful to them.  If your current content marketing strategy is stale or isn’t having the impact you desire, consider trying new things. For instance, begin creating video content to post to your social channels.

2. Don’t Avoid The Topic, But Don’t Be Too Opportunistic

Providing useful content on COVID-19 can help your audience. People are desperate for all kinds of information related to the pandemic, whether it’s concerning their personal health or their financial health. As such, don’t just pretend like nothing’s happening. Address the topic. However, it’s important that you don’t come across as opportunistic. For instance, you may not want to begin selling masks with your logo on it. It will come across as if you’re taking advantage of the pandemic.

3. Stay Up To Date With Social Media Trends

The world has never been like this before, which means it’s impossible to predict what’s going to happen. Because of this, you need to keep an eye on both marketing trends as well as social media trends in general. For instance, people have begun to depend more heavily on e-commerce, even if they don’t have stay-at-home orders in their area. If you offer e-commerce, then informing your audience (especially offline customers) and encouraging them to use it via social media is a good idea.

4. Listen To Your Audience

Your audience’s wants, needs, desires, and fears may be changing during this time. Be sure to listen to what they have to say. You can do this by using various social media listening tools to track conversations about your brand, your industry, and the pandemic in general.

5. Invest In Influencer Marketing

Despite the fact that social media engagement is down, influencer marketing is as strong as ever. Influencers have a deep connection with their audience, which means that they are an excellent way to reach them. In fact, influencers may be a better option than traditional marketing tactics at the moment, such as TV commercials or radio ads, to name a few.

Leverage Your Social Media Channels During The Pandemic

Use these social media tips for businesses to continue to reach a broader audience and to build stronger relationships. By using social media during COVID-19 effectively, you can set yourself up for future success.

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healthcare marketing agency

Five Tips for Effective Inbound Marketing for Healthcare

Quality healthcare has always been important, but it’s even more important during the pandemic. More people are searching for health-related information than ever before. As such, it’s critical that your healthcare business is in a position to be found. To achieve this, you need to implement a strong, long-term inbound marketing strategy. A good inbound marketing strategy can help drive awareness of your business and help generate more leads. It’s why you should work with a reputable healthcare marketing agency. With that in mind, the following are five essential inbound marketing tips for healthcare businesses:

1. Add Educational Content To Your Website

One of the most important goals you should have is to build trust with your audience. Trust is essential to any healthcare business; after all, your customers are often putting their lives in your hands. With that in mind, you should add educational content to your website. This content shouldn’t promote your services or products. Instead, it should educate your audience. The more informed they are, the more confident they will be in making a purchasing decision. Not to mention that it helps build your brand authority, which directly increases trust.

COVID-19 Content

An example of educational content might be a page dedicated to COVID-19. This page could explain what the symptoms are, what patients should do if they exhibit symptoms, and how they should seek help if needed. Not only are you providing valuable information that can save lives, but you’re also providing relevant information that can build trust.

2. Build A Compelling Website

Your website is the foundation of your inbound marketing efforts. It doesn’t matter how good your content is if your website is poor. The following are just a few important elements of a compelling website:

  • No technical issues – Broken links and slow loading pages can hinder the user experience. Few visitors will stay on your site for more than a few seconds if they’re encountering technical problems.
  • Visually pleasing layout – Your website should be visually pleasing. A poorly designed website that looks outdated will give visitors reservations about your healthcare company’s quality.
  • Easy navigation – Your site should be easy to navigate. Make it easy for your visitors to jump from one section to another and to find what they’re looking for.  Besides a solid navigation menu, you should also use internal links to help guide your visitors to related content and pages.
  • Ability to contact you – Whether visitors have questions or want to schedule appointments, it’s vital that you make it easy for them to contact you. Your contact information should be on every page. However, you should also have a page dedicated to your contact information where visitors can fill out a form. You should also think about incorporating a live chat or chatbot feature to provide basic information and guidance.

3. Maximize Your Email Marketing Strategy

Email marketing has been an incredibly cost-effective marketing strategy since the beginning of online marketing. Healthcare companies, in particular, can benefit from email marketing. For example, you can create an email newsletter that leads and customers alike can sign up for. You can use this newsletter to educate your audience and to build trust in your brand. You can achieve this by using your newsletter to provide new health information,  healthcare tips, and office updates. A good email marketing strategy can allow you to nurture more leads and encourage more appointments.

4. Use Social Media

Social media is one of the best ways to engage directly with your target audience. Many people turn to social media in order to seek healthcare-related advice. In fact, it’s estimated that 40 percent of people say that they use information they found on social media to make health-related decisions. If you establish a regular presence on your social media channels, you’ll be able to offer professional advice to potential patients. As a result of such engagement, you can build trust. Not to mention that any interactions you have will be public, which will help to generate more brand awareness.

5. Create A Blog

While you should have educational content throughout your website, a blog can be particularly helpful. A blog allows you to publish new content on a regular basis. It also allows you to publish content that may be relevant to a specific time. For instance, a post on health-care-related laws passed during the pandemic would be a great blog post. However, you can use your blog to post about all kinds of general disease information.

An effective healthcare inbound marketing strategy is essential to your company’s success, especially at this point in time. Although these marketing tips are incredibly effective, they do require time, experience, and expertise to implement successfully. As such, you should strongly consider working with a professional healthcare marketing agency.

digital marketing for manufacturers

How Marketing Helps Critical Manufacturers During Covid-19

The COVID-19 pandemic has affected all businesses, both big and small, in some way. For most businesses, the impact has unfortunately been negative. This is especially true for manufacturers. It’s estimated that around 89 percent of all manufacturing companies have been negatively impacted by the pandemic. However, there are things that you can do to maintain your business despite COVID-19. For instance, effectively marketing your manufacturing brand can not only help get you through the pandemic, but it can also set you up for future success.

Why is Digital Marketing for Manufacturers so Important?

This isn’t the first time we have experienced a serious economic depression. The Great Depression hurt businesses throughout the country almost a century ago. What we learned from that depression is that companies that survived or even thrived didn’t wait for public demand for their products or services to increase. They advertised their brand aggressively and paid attention to consumer behavior.

Digital Marketing

A significant number of people are working from home. Many of your prospects and existing clients may not even be working. Whether they’re working or not, you can still reach them via digital marketing. In fact, digital marketing may be more effective than ever since your audience has more time on their hands to engage. As such, you have the opportunity to build stronger relationships that can pay off in the future.

Paying attention to trends within your industry can help you capitalize on them. For instance, local sourcing has increased and people are shopping online more frequently during the pandemic. As far as manufacturing goes, there has been an increased demand for steel, packaging, plastic bags, hand sanitizers, and more. Many manufacturing brands have temporarily switched over to the production of these in-demand items to keep their businesses afloat. Those companies that do this need to be able to market the fact that they are doing this.

Tips For Marketing Your Manufacturing Company During COVID-19

It’s critical that you stay up to date with current trends and that you embrace digital marketing during the pandemic. With that in mind, the following are a few tips to effectively market your manufacturing company during COVID-19:

  • Host Webinars – Because webinars are on the longer side and are initially streamed live, you don’t always get the biggest audience. Now that everyone has time on their hands, you’re likely going to have more viewers tuning in to watch any webinars that you host. Webinars are a great way to showcase brand authority, educate viewers, and generate leads. You can also record them and publish them later as new video content.
  • Engage On Social Media – Because people are on lockdown and often self-isolating, they are going to spend more time on social media. People are desperate for social connections during these difficult times. This means that there are more opportunities for you to engage with followers on social media in a meaningful way. As a result, you’ll build stronger relationships and boost your brand’s reputation and awareness.
  • Upload Speciality Presentations – Now is the time to nurture prospects as well as continue nurturing existing customers. Specialty presentations can be incredibly effective at boosting your credibility and your brand authority.
  • Implement Marketing Automation – If business has slowed down, then you’ll want to ensure that your marketing efforts are as cost-effective as possible. Marketing automation tools can help you automate repetitive tasks, thereby saving you time and money. Not to mention that automation can help improve your reach and engagement, thereby resulting in a potentially higher ROI.

COVID-19 Resources For Manufacturers

As a manufacturer, odds are you need all the help you can get during the pandemic. We understand this, which is why we would like to share the following resources that can help your brand continue to prosper despite economic uncertainty:

  • Digital Health Check – Now is an excellent time to identify how your digital marketing efforts are performing and how cost-effective they are. Perform a Digital Health Check for a free report on your digital marketing practices.
  • Defense Production Act – Find out what you need to know about the Defense Production Act and how it can affect your manufacturing business.
  • Free Digital Marketing Tools – Consider using these free marketing tools to help enhance your existing digital marketing efforts.

Embrace Digital Marketing for Manufacturing Companies Today

One of the biggest mistakes that you can make during the pandemic is to wait for things to get back to normal. You need to be proactive, which means that you should follow current trends and use digital marketing for manufacturing companies to increase your reach. Not only can this help you stay afloat during the pandemic, but it can also help you foster future success.

b2b marketing trends 2020

Guide to B2B Marketing During Covid-19

Companies around the country are affected by the current COVID-19 pandemic. However, even if business is slower than normal, it does not mean that you should stop your marketing efforts. While you may not see short-term results during this pandemic, your marketing strategy can put you in the position to see results over the long-term. This is especially true once things get back to normal. With that in mind, the following are the steps you should take to improve your B2B digital marketing efforts during COVID-19.

1. Use The Time You Have To Your Advantage

One of the everyday challenges in business is to reach potential clients at the right time. During the pandemic, prospects and clients alike are going to have more free time on their hands. They may have had to shut up shop temporarily and are just waiting to open back up. Others may be working from home, which means that they may be working sporadically throughout the day. You can take advantage of the time your audience has by hosting webinars or producing more long-form content.

2. Re-Evaluate Your Audience’s Perception Of Value

As you know, the pandemic has changed the way we look at a lot of things. Many companies are re-evaluating what is important to them. They are also re-evaluating their budgets and their perception of value. You need to make sure that you stay on the same page as your prospects and clients. This means that you should re-evaluate what your audience’s perception of value is.

Identifying your customers’ current needs

Understanding that customers may not be purchasing products or services from you in the short-term doesn’t mean that you can’t offer value. Put yourself in their shoes. What kind of content will they find helpful during this time? How can you help them? Of course, not all of your clients’ companies may be suffering. Some may be thriving at the moment. Identifying these businesses is essential as you may be able to target them more effectively.

3. Engage Your Audience In A More Personal Way

Most businesses aren’t doing exceptionally well at the moment. Not to mention that people are, in general, somewhat on edge. There are countless reasons for this. People are worried about their companies. They are worried about their health. They are stuck at home under stay-at-home orders. With that in mind, generic sales pitches aren’t exactly going to win them over. Instead, you should focus on hyper-personalization across all channels.

Using hyper-personalization

Hyper-personalization is the use of behavioral and real-time data across multiple channels to personalize the prospect’s or customer’s experience. It’s different than traditional personalization in that you also use purchasing, browsing, and other real-time data. The result? First of all, you’ll get to know what your audience’s current needs are better. Secondly, you’ll create a unique experience tailored to those needs. Such an experience helps you build longer-lasting relationships.

4. Have A Plan For The Future

If COVID-19 has taught us anything, it’s that you can’t predict the future. Anything can happen, which is why you should make sure that you’re prepared. This means that you should have a plan in place in the event that it lasts longer than you expect. On the other hand, you should also plan for the end of the pandemic. When it does end, you will likely need to make more adjustments to your marketing strategy. Just keep in mind that an effective marketing strategy is one that can adapt to various situations. Using this guide should help you do just that.

Follow these steps to make sure that your digital marketing strategy is effective during the pandemic. It might not be apparent right away, but there are still marketing opportunities that you can take advantage of despite COVID-19.

 

soft sell

Soft Sell Advertising: What it is, Why it works, and How to Execute

When it comes to advertising, businesses as a whole tend to be aggressive. They let you know exactly who they are, what they do, and why you should buy from them. Even in inbound marketing, companies will try to tie the topic of conversation in with their products or services in some way. However, this isn’t the only course of action. You can also reach your target audience and successfully engage them by advertising in a more subtle manner. Such a strategy is known as soft-sell advertising.

What Is Soft-Sell Advertising?

Soft-sell advertising is a more subtle form of advertising. The goal behind soft-sell advertising is to evoke a positive emotional response. The idea is that the customer will then subconsciously connect the response they had to the brand that invoked it. Businesses that implement soft-selling marketing will often create ads that are warm or humorous, as these tend to be the ads that invoke the most positive feelings.

The History of Soft-Selling

The idea of soft-selling first emerged in 1914, when Theodore MacManus published an ad that would become the model for the soft-sell. The ad was essentially an essay on the burden of being the best in one’s field. The ad was for Cadillac, yet Cadillac wasn’t mentioned a single time. Nor was there an illustration that ran with the ad. Yet the ad was incredibly successful.

The Benefits Of Soft-Sell Advertising

The following are some of the reasons why you should incorporate soft-selling advertising into your marketing strategy:

  • Less pressure on customers – Because soft-sell ads don’t push products or services, customers will feel less pressure to buy. The pressure is apparent in hard-sell ads, and it’s often off-putting. Using soft-selling ads, you give your audience the ability to discover your brand and make a purchasing decision on their own time.
  • Increase brand awareness – Even though you’re not pushing your brand into their faces, audiences will be more likely to share your content. The reason? People don’t share ads, they share content. When you create a soft-sell ad, you have to focus on the quality of the content and not on the sale. If you are able to create high-quality content that invokes a positive emotion, your audience will share that content. People will share content that elicits a positive reaction to their friends, thereby increasing your brand awareness.
  • Build more trust – Another result of having to focus on content quality is that you’ll build more trust. You’re basically offering your audience something of quality without asking for something in return. This shows them that you care about more than just sales. As a result, they’ll be more likely to explore your brand further. Not to mention that building trust is essential to building long-lasting relationships.

Examples Successful Soft Sell Advertising

Soft sell advertising has grown in popularity, both in regards to inbound marketing and outbound marketing. The following are a few examples of effective soft-selling ads:

  • Yeti – Yeti is a company that sells coolers and outdoor accessories. They filmed an entire series of videos called Hungry Life showing a well-known chef spending time in nature, where he picks plants, goes fishing, and prepares his meals outdoors. Although Yeti’s coolers do make an appearance, they are never showcased or talked about. Yeti is obviously targeting a specific audience by showcasing a specific lifestyle. That audience will then make an emotional connection between that lifestyle and the Yeti brand.
  • Burt’s Bees – Burt’s Bees uses their founder as the spokesperson. This is perfect because he essentially represents their main buyer persona. The Nature of Burt video introduces Burt, who explains who he is. He’s likable and funny, and their target audience can relate to him. What makes the video so effective is that it builds an emotional connection between the viewer and Burt, all without ever promoting the brand or its products.

Implement a Soft-Sell Advertising Strategy Today

Because many companies focus many of their marketing efforts on generating brand awareness, they tend to be overly aggressive. However, soft-sell marketing can be incredibly effective in terms of engaging your audience and building trust. As such, you should be sure to include soft-sell marketing tactics in your inbound marketing strategy.

user generated content

Sourcing User Generated Content

One source of content generation you may not have tapped into yet is user-generated content. Content marketing is a critical component of any successful marketing strategy. However, it can take a lot of resources to produce your own content on a regular basis. Even if you’ve managed to regularly generate high-quality content, you should look for other ways to create new content for variety’s sake, such as high quality user generated content.

What Is User-Generated Content?

User-generated content refers to content created by consumers and not brands. Such content includes videos, pictures, reviews, articles, and more. For instance, if a consumer takes a picture of themselves using your product and posts it on Instagram, that’s user-generated content. The following are just a few of the benefits of user-generated content:

  • Free publicity

Your audience is essentially promoting your brand on your behalf. As a result, user-generated content can help increase brand awareness.

  • Free content

Creating your own content requires a lot of resources. User-generated content requires none — your audience is creating the content for you. While you don’t own it, you can share it and reap the benefits of it.

  • Positive word of mouth

Customers trust other customers more than they trust brands. Positive user-generated content can, therefore, help to boost your brand reputation by creating trust.

How To Source Usable Generated-Content

Considering how beneficial this free content can be, you’ll want to do everything you can to encourage it. However, the biggest challenge lies in the lack of control you have over the content. You can’t control the message, format, or quality, after all. But there are a few ways that you can guide your audience to create the content that will benefit you most. The following are a few tips on how to source high-quality user-generated content:

  • Encourage 

Don’t just wait for your audience to create content relevant to your brand. You need to encourage it. For instance, hold a contest on social media in which users vote on the best submission. You can then give the winner a prize. There are many ways that you can encourage content generation.

Utilize Marketing Audiences on Pinterest Today

  • Provide clear guidelines

If you’re looking for a specific type of content, then you need to provide guidelines. For example, if you want user reviews, consider providing a basic review format. Such a format could list three broad questions that users can answer in order to generate a review.

  • Provide content creation tips

Your audience does not consist of professional content creators. As such, provide tips that they can use to create higher quality content. For instance, if you’re holding a video creation contest on YouTube or on Instagram, provide your users with a list of basic filming tips. Such tips can help cut down on the amount of poor quality content that you might receive.

  • Offer an example

If you’re looking for a specific type of content, then provide an example. When users see what you’re looking for, it will help them create the kind of content you want. For instance, if you’re hosting a picture taking contest, upload a few pictures of your own that would be considered exceptional examples. By providing an example, you also make sure that users understand your instructions more clearly.

  • Identify the channel

Make sure that your audience knows where to send it. The last thing you want is users posting their content on different platforms or sending it to you via different channels. If you’re promoting a contest, specify what platform they should post to or what hashtag they should use. Provide detailed instructions on how to submit content. By making it clear what channel you’re using, it will be easier for you to track and organize user-generated content.

  • Open a line of communication

Provide a channel through which your audience can contact you. This channel should be specifically for users who are creating content. You can do this by providing a specific support email address, a phone number, or a page they can DM on social media.

  • Monitor performance

Track how the content users create for your brand is performing. By doing so, you can identify what types are the most effective. You can then adjust your guidelines and instructions to encourage the creation of that type of content.

Enhance your Strategy Today

User-generated content can go a long way towards boosting brand trust. Not to mention that it’s a great way to expand your content marketing strategy. As such, make sure that you encourage the creation of high-quality user content. You can do this by providing your audience with general guidance and encouragement to drive effective user-generated content creation.

25 Website Must Haves

Keys Successful Price Reduction Strategy

There are many reasons why you might be thinking about reducing the prices of a product or service. There are usually two main reasons: the product or service isn’t selling as well as you had hoped, or you’re looking to increase your customer base. A price reduction can help interest potential customers who may not have been interested before. However, if you plan on cutting prices, you need to implement effective price reduction strategy marketing.

Why is Price Reduction Strategy Marketing Important?

There are two critical reasons why you can’t just slash prices without a price reduction marketing strategy in place. First of all, nobody will know about the price change. Secondly, you don’t want those who do know to make the wrong assumptions about why you are changing the price.

Generating Awareness Of Your Price Reduction

If you don’t market the fact that you’re reducing your prices, nobody will know about it. This then defeats the purpose of lowering your prices in the first place. For example, if you are reducing the cost of a product because it isn’t selling well, then it’s still not going to sell well if nobody is aware of the price cut.

Informing Customers Why You Are Reducing Prices

If people don’t know why you cut prices, they will make assumptions. This can hurt your brand image. For instance, some customers might think that you’re discontinuing a product and are trying to get rid of the last of what you have left. Customers don’t want to buy a product if a newer version is coming out soon after.

What Are The Keys To Effective Price Reduction Strategy Marketing?

When you cut the price of a product or service, you should have a goal in mind. After all, why else would you reduce prices? Whatever your goal might be, you’ll want to keep it in mind as you develop your marketing strategy. A good price reduction marketing strategy should include the following:

  • Provide A Reason

If you don’t justify your price cut, your target audience may become skeptical about why you’re doing it. You need to have a good reason. For example, maybe you’re just having a sale to reward your customers. Or maybe it’s an ethical reason (such as temporarily lowering prices during the COVID-19 pandemic). If you’re permanently reducing the price, you should provide an explanation as well.

  • Research Your Competition

If you’re trying to price your product more competitively, then you should do some competitive research. How much are your competitors charging for similar products or services? If you’re temporarily reducing prices, then you might want to make them even lower than your competition. Doing so can help you steal customers who are willing to try your product or service due to the low price.

  • Establish A Timeline

Is your price cut going to be permanent or temporary? If it’s temporary, you should market it as such. You’ll want to note exactly when you plan on reducing the price. You should also mention how long it will remain at that price point. This way, customers who want to take advantage of your price reduction won’t miss out. The last thing you want is for customers to not make the purchase because they didn’t know that your price cut was temporary.

  • Consider Your Buyer Personas

Consider how a price change will affect your buyer personas. You might not realize it, but reducing the price isn’t always the best way to increase sales. This is especially true if your buyer personas are on the wealthier side. These personas are likely looking for a premium product or service. If you lower the cost of your product significantly, it may lose the perception of luxury.

Lesson Learned: Buyer Persona Gone Wrong 

  • Focus On Features

One of the biggest mistakes that companies make is to focus solely on the price cut. While the price reduction will attract many customers, it’s not the main reason why they will make the purchase. It’s the features of your product or service. Focus on the features that make your product or service worthwhile. The features are what provide the real value, after all.

Implement A Successful Price Reduction Marketing Strategy Today

Reducing the price of your product or service can help you increase sales and your customer base. If you take the time to develop an effective price reduction marketing strategy, it will result in both a short-term impact and a long-term impact (even if you’re only reducing prices temporarily).

buyer persona guide for business
pinterest marketing

How to Use Pinterest for Your Content Marketing Strategy

Pinterest is a very useful marketing tool to promote your brand using creative content. 88% of weekly “Pinners” have made a purchase based on content they saw from brands on Pinterest, yet only 28% of marketers are already using Pinterest.  This platform remains relevant in popularity and is used as a resource for craft and decorations, home building (hyperlink to first Pinterest blog) shopping, and more. Developing content that is useful and creative on this platform can help generate brand awareness and creatively attract customers to your product.

Starting up your Pinterest Account

When starting up your Pinterest marketing account, ensure that you sign up as a business account. Organize your content into multiple boards for various target segments or topics of interest relating to your brand. Pinterest is a visual platform, so it is vital to keep in mind the following factors in content creation:

  1. Use high quality, soft, and original images when possible
  2. Images without faces perform 23% higher on this platform
  3. Present information in creative and well-presented infographics
  4. Be sure to size your images correctly
  5. Simple is key

30 Ways to Boost Instagram Engagement and Following 

Increasing Pins and Reshares

Gaining a following on social media is a timely process, but there are some key tips to be successful on building your Pinterest account:

  1. Pin regularly.
  2. Use keywords for SEO
  3. Use promoted pins.
  4. Use Rich Pins to offer more detail than standard pins.
  5. Link your content to other boards and websites
  6. Include hovering pin buttonson your website.
  7. Post during Pinterest’s peak hours, which is between 2:00-4:00pm and 8:00-11:00pm.
  8. Invite other companies to collaborate on a board.

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Pinterest Marketing Campaign Launch and Beyond

  1. Build a strategy that takes consumers from awareness to purchase in the buyer’s journey by taking advantage of Pinterest ad formats such as Promoted Video for awareness and Promoted Carousel for consideration.
  2. Because pinners are more likely to purchase new products at the beginning of their lifecycle, “heavy up” on media at the start of the campaign.
  3. Use Pinterest’s Audience Targeting feature to gain repeat purchases.

Whether your goal is to generate leads or increase brand awareness, Pinterest is a fun, creative, and effective tool for business marketing.

Click here to learn more about social media from our FREE Social Prospecting Workbook

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