pinterest marketing

Utilize Marketing Audiences on Pinterest Today

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pinterest marketingPinterest is a valuable marketing tool, as 88% of pinners purchase something they have pinned, and 49% purchase 5 or more products they have pinned. Despite its effectiveness as a marketing tool, only 28% of marketers are already using Pinterest, so get ahead of the competition and start using this visual platform today.

Who’s Using Pinterest?

Pinterest has over 335 million  worldwide users and 88 million users from the United States. With over 200 billion Pinterest pins and 4 billion boards, users save 2 million shopping pins on boards daily. 71% of Pinterest users are female. In the United states, 40% of dads use Pinterest, and 80% of moms. The median age of Pinterest users is 40, however most active “Pinners” are below 40 years old. Gen Z adults and millennials are the most dedicated users, however Gen X users increased daily use by 10% from 2018 to 2019.

30 Ways to Boost Instagram Engagement and Following

Marketing on Pinterest: Homebuilding, Crafts, Senior Living, Real Estate, CPG, and more

Two thirds of pins represent brands and products, and 50% of users have made a purchase after seeing a promoted pin.  According to Mintel’s February 2020 Arts and Crafts Consumer Report, Pinterest is largely used to spread creativity through DIY crafts, creating a valuable marketing opportunity for craft and home decorating companies. Pinterest is also a valuable tool for homebuilders to reach consumers through typing in keywords linked to related visual boards of ideas and products. Additionally, Pinterest is a marketing tool to promote services as well, such as Senior living facilities. A platform that provides a unique way to visually display information, Pinterest provides a way for your brand to share health and caregiver related articles, exercise routines for seniors, home health care products, images from your service’s website, and even healthy recipes. As nearly 30% of Pinterest users have a 6-figure income, Pinterest is a  sufficient platform for real estate companies to reach their target audiences. In a study of 9 million consumers, consumer packaged goods (CPG) marketing research shows that Pinterest households were 29% more likely to try a new product within the first 10 months of launch than non-Pinner households, and the Pinner “trial date” was 40% higher in the first 30 days of launch than non-Pinners. Experts say the study shows that people on Pinterest are more likely to try new CPG products. Overall, 75% of Pinners say they are “very interested” in new products compared to 55% with the same level of interest on other digital platforms.

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

30 Greatest Lead Generation Tips

 

social media trends 1

TikTok Advertising Strategies Are Becoming More Common

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Most businesses these days are using at least one or two social media channels to market their brand. However, new social channels emerge every year, many of which are worth your attention. Take TikTok for example. Although initially dismissed by most as another social media platform for teens, more businesses are taking notice. This is because they are beginning to realize that TikTok is attracting more adult users every day. As such, TikTok advertising is well worth considering.

What is TikTok?

TikTok started off as a platform on which users could upload videos of themselves lip-synching to music videos. These videos were no more than 15 seconds long. In a way, they were like a more niche-based version of the now-defunct Vine social platform. As such, it was no surprise that the platform attracted a younger audience. However, older users began taking advantage of TikTok’s audience to showcase themselves in different ways. For example, comedians would upload short videos of stand-up routines. Another example is of skateboarders, who would upload tricks that they landed. Soon, TikTok allowed its users to upload videos up to 60 seconds long.

Who Uses TikTok?

TikTok still has a userbase that leans on the younger side with more than 66 percent of its users under the age of 30. However, if you have a younger target audience, then TikTok is very much worth your time. This is especially true when you consider the fact that more parents are using TikTok on a daily basis (it’s estimated that 41 percent of dads have used TikTok). Not to mention that TikTok currently has over six million users in the U.S. alone.

Video Marketing Ideas: Using Storytelling in Social Media

How Can You Leverage TikTok To Market Your Brand?

If your buyer personas match the target audience of TikTok, then you may be curious as to how you can use the platform to your advantage. The following are just a few effective tactics when it comes to TikTok advertising:

  • User-generated content

TikTok is a great platform for encouraging user-generated content. Instagram is the other social channel where user-generated content is incredibly effective. One of the reasons user-generated content is so successful on both of these channels is because it encourages active audience engagement. Not only will they be engaged with your brand, but they will also generate content that helps promote your brand. In a sense, you’ll be getting free advertising. Users are more likely to participate using TikTok as well due to the platform’s focus on video creation.

  • TikTok challenges

One of the reasons why TikTok’s popularity has exploded over recent years is due to the challenges that users engage in. For example, one type of challenge involves doing a specific dance move or physical challenge (such as taking off your shirt while doing a wall stand). Many of these challenges go viral organically, but businesses have begun creating their own challenges in an effort to engage more users. When creating a challenge, make sure to use a hashtag along with an appropriate title. Doing so ensures that the challenge has a better chance of being found and shared.

  • Influencer marketing

Just like Instagram, TikTok is home to users with enormous followings. As such, you should consider influencer marketing. Influencer marketing involves building a relationship with someone on the platform with a large influence (number of followers). As long as your brand is relevant to them, they will be able to influence their followers’ awareness and feelings about your brand. For example, if you create a challenge, you can get it exposure by having an influencer take part in that challenge. They can also encourage their followers to do the same.

  • TikTok’s advertising platform

Like other social platforms, TikTok does have its own advertising platform that you can use. Some of the TikTok advertising options include in-feed videos, brand takeover ads, branded AR content, and more. TikTok can even help assist with your influencer marketing campaign via its customer influence package. Additionally, you will can customize your targeting options using website traffic, ad engagement, app activity, or customer contact data.

Begin Integrating TikTok Advertising As Part Of Your Social Marketing Strategy

Although TikTok has a younger user-base, it is continuing to grow, attracting more and more older users. As such, it’s worth considering TikTok advertising, especially if any of your buyer personas match with TikTok’s current audience.

 

social media marketing
Google ads credit

How the Covid-19 Relief Google Ads Credit Program Works

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Google has responded to Covid-19 globally by giving qualified small and medium sized businesses $340 million in free Google ads credit. This includes small and medium sized businesses who advertised with Google Ads directly through Google and/or a digital marketing agency (like Stevens and Tate).

google ads credit

Eligibility and Amount Given:

In order to qualify for the Google Ads Credit Program, a small or medium sized business must have spent money with a Google Ads account in 10 of 12 months in the year 2019, and in January and/or February of the year 2020.

Each eligible customer will receive one ad credit, even if that customer advertises with more than one account. The maximum U.S. Dollars the free ad would be worth is $1,000, and the amount varies by factors including: amount spent on Google Ads in the past, country billing address, and currency.

How to View your Google Ad Credit:

Google Ad credits have launched in Australia, China, Germany, India, Italy, New Zealand, Spain, Taiwan, Ukraine, United Kingdom, and United States. There is no application process; the Google ad credits are automatically applied. Additionally, qualified customers cannot transfer, split, or refund their Google ad credits. Qualified accounts will receive a notification email. The applied credit appears on the Google Ads account by clicking “Tools” > “Billing” > “Promotion”. The Google ad amount appears on the “Transactions” page. The free ad credit expires on December 31, 2020.

Helpful Resources for your Business During This Time of Uncertainty:

Free Marketing Consultation
earned media vs paid media

Understanding the Difference Between Earned Media vs. Paid Media And Embracing The PESO Model

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When it comes to digital marketing, there are four main types of media. The first, owned media, is relatively obvious. Owned media refers to the media that you own, such as your website, your blog, or your social media pages. Then there’s paid media, which often comes to mind first. However, you could argue that earned media is just as important. The following is a breakdown of earned media vs paid media as well as the importance of following the PESO model, which implements all forms of media for a more balanced digital marketing strategy.

Earned Media vs Paid Media

Paid media consists of the marketing elements that you pay for. Traditionally, paid media consisted of things like TV commercials and magazine ads. However, these days, they also include PPC (per-per-click) ads, social media ads, and display ads. To get the most out of your paid media, you have to plan your marketing strategy carefully and make sure that you’re targeting the right audience. However, paid media can be quite effective at helping to increase brand exposure and web traffic. earned media vs paid media

Earned media is essentially a form of marketing that you do not pay for and do not own. Customers and brand advocates generate earned media. In a way, it’s like a digital form of “word-of-mouth.” Earned media can include having reviews written by customers as well as professional product review sites or having news stories published about your company. Any kind of publicity that you didn’t pay for is earned media. Earned media is an excellent way to increase brand recognition even though you don’t have direct control over it; however, earned media is also free.

What Is The PESO Model?

Earned media and paid media are not the only types of media you should be concerned with. Owned media, which includes marketing elements that you have direct ownership and full control over (such as your website and your business blog) as well as shared media, which is the media you earn through social media engagement (shares, likes, and comments), both play an important part in helping to grow your brand. The mistake many businesses make is to focus more on one type of media than the other.

Similar Article: Using The Right Media Mix During Each Stage Of The Buyer’s Journeys

Gini Dietrich stressed the importance of integrating all four forms of media with her PESO (paid, earned, shared, owned) model. By implementing the PESO model, you integrate all four forms of media to strengthen your ability to attract leads and convert customers. For example, the use of paid media and shared media can help draw the attention of prospects. Earned media helps to establish the credibility of your brand so that those prospects trust you. Owned media, such as eBooks or whitepapers, help showcase the value of your brand.

While knowing the difference between earned media vs. paid media is important, it’s also important that you don’t value paid media over earned media or vice versa. They, along with shared media and owned media, play an important part in helping to grow your brand. Finding the right balance can take some time, but as long as you keep the PESO model in mind as you create your marketing strategy, you’ll end up having a more balanced and effective marketing campaign.

social media marketing
media mix

How To Use Media Mix When Marketing To Your Audience’s Buyer’s Journeys

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Some marketers make the mistake of trying to reach as many people as possible with their content. The problem with this is that your pushing information to people who are either not ready to receive it or not interested all together. Without tailoring your content to your specific audience at their buying stage and delivering it to the platforms where they actually consume messages you’re missing out on a huge conversion opportunity.

Why Use Mix Media Marketing

Mix media marketing is the process of utilizing niche marketing to get granular with your messaging. Depending on your audience and their buying stage different platforms and messages will reach better than others. Email typically converts those at the middle or bottom of the funnel while social media is great to reach those at the top of the funnel. Let’s take a closer look at the different stages in the buyer’s journey and which mix media marketing strategies work best.

[Read About Using the Buyer’s Journey to Create Great Content]

Awareness Stage

The awareness stage is at the very top of the funnel and is a great time to just put your brand out there. At this point the buyer has a problem that needs to be solved but they might not even be fully aware of the problem or that there is a solution. During this stage educational content and strong SEO is key. You want to be found when users are searching and use keywords that resonate with their pain points.

Best types of mix media marketing at this stage:

  • Blogs- with keywords focused on relevant topics to your audience
  • PPC and SEO to drive traffic to your site
  • Mass Media- TV, Radio, to get your brand name out there

Consideration

During this stage the buyer is aware they have a problem and is actively looking for a solution. You need to show your target audience that you can deliver the solutions they need and are a trusted source. You’ll want to get more granular at this stage and really tailor your messages to their needs. You can use segmented email messages that push buyers through the funnel.

Best types of mix media marketing at this stage:

  • Targeted emails that trigger actions such as signing up for a webinar, downloading content, or reading a case study

Decision Making Stage

If your audience has made it this far in the buyers journey than you are one of the companies they are considering. Now is the time to really drive home why you’re better than the competition and develop an emotional connection.

Best types of mix media marketing at this stage:

  • Retargeting- reconnect with those who have visited your site to keep your brand fresh in their mind using retargeting ads or email
  • One to one connections- this is the why us part. Demos, personal emails, phone calls, and other follow-ups that show your audience you’re there for them will go far to push your buyers through the last step before converting

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business

media mix

Beacon Marketing: Bringing Personalized Marketing To Retail Outlets

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One of your customers is browsing your store and gets an alert on her phone. She glances at the screen and her face lights up. She looks up at the nearest employee with a huge smile on her face. The customer just received a customized alert on her phone offering a 20% discount, if she makes a purchase in your store today.

Was that a big coincidence? Nope. It was beacon marketing.

What is Beacon Marketing?

More and more consumers rely on their mobile devices to search for products and to do price comparisons. They often download their favorite brands’ apps to get special offers and other incentives. This kind of marketing takes personalized marketing to another level.

The beacons are small, battery-powered devices, that can be installed throughout any physical location. The beacons emit a special Bluetooth signal known as a BLE. Within a certain range, mobile devices can pick up the BLE signal and receive push notifications. Those notifications allow you to interact with your customers in new and different ways.

Some beacon setups currently require consumers to have the brand/store app installed to receive these notifications. However, Twitter has paired with beacon start-up, Swirl. They are developing ways of bypassing the app requirement and using Twitter instead. Instead of requiring a consumer to install an app, all that person needs to do is follow the brand on Twitter.

Does It Really Work?

Yes.

More than 50% of the top 100 brands already use beacons within their physical stores, with great success. Macy’s implemented these signaling devices throughout their chain after conducting a hugely successful trial run over a Christmas season.

The beauty of these devices is that they can be used in businesses of various sizes and in different industries. For example, casinos can engage their guests from the moment they walk through the door. If a VIP walks through the door, the casino can send a welcome and have a staff member waiting in the VIP room with the customer’s favorite drink in hand. Someone in the slots area can receive a special offer to come visit the roulette tables. Other guests can receive discount offers for dining and entertainment.

Now, the success a business has with beacon marketing depends on what value you offer to the customer. This form of marketing enhances the way your business can interact and engage with your customers. Offering tips, perks, and discounts are all effective ways to provide value to consumers.

What Does This Mean for Your Business?

Brick-and-mortar stores continue to fight the pressure of online competitors. Competing on price is difficult with the overhead costs of running a physical location. To remain competitive, stores have to find new ways to differentiate themselves from the online competition.

Using beacons to interact with customers opens up new opportunities to engage consumers and entice them to make in-store purchases. That makes beacon marketing a promising channel for the long-term success of brick-and-mortar stores.

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business

Another Year of Super Bowl Commercials?

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Each year, I watch the trends of the Super Bowl commercials. This year I decided to take a poll and see what the audience thinks. The people I polled ranged in age from from ten to fifty-five years-old. I found the most popular spots to be:

  • “The 80’s Called and Wants Their Store Back” by Radio Shack
  • “Time Machine” by Doritos
  • “Puppy Love” by Budweiser
  • “Dad’s Sixth Sense” by Hyundai Genesis
  • “Wonderful Pistachios Stephen Colbert” by Wonderful Pistachios
  • “A Better Web Awaits” by Squarespace (They’re a Super Bowl newcomer.)
  • “Romance” by Chevrolet

The consensus among the twenty people I polled was that these seven spots were the clear-cut favorites. “Puppy Love”, an ad for Budweiser beer, is a great example of a feel- good spot, and I believe the world will rank this as one of the highest of this year’s Super Bowl advertisements. In years past, humor has been a key aspect to the theme of the Budweiser brand, featuring monkeys one year and babies talking the next. However, this year was very much a free-for-all.

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3 of 13 Key Marketing Initiatives

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Debbie Szwast | November 06, 2013 | Stevens & Tate

In the past few years, the retail marketplace has changed significantly. New technologies are impacting consumers’ attitudes and purchasing decisions. To stay successful, businesses need to evaluate and update their marketing strategies, programs and processes on a consistent basis. As the new year approaches is an opportune time to do so.

Stevens & Tate released a white paper discussing 13 key marketing initiatives to improve success. Below are a few items you can start focusing on today to make an impact in the upcoming year.

1. Media Plans and Strategies

The media landscape is constantly changing—new technologies and trends are emerging rapidly and existing platforms continue to evolve. This is providing new opportunities to market to your target audience. To reach today’s consumers, create a strategy that not only reaches them where they are looking, but also addresses what stage they are in the buying cycle.

Remember that media planning is not one size fits all. Develop your media strategy around your core audience, focusing on mediums where they are most engaged. However, don’t overlook the value of creating integrated campaigns with related messages across multiple platforms. This allows you to significantly increase your reach and frequency to build awareness, interest and interaction among those who matter most.

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Did The Tivo Revolution Destroy The Metric System?

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Remember the big THREE…CBS, NBC, and ABC?

These three companies were running the demographics back in the day and competing for shares. ABC Roots in 1977 was watched by 36 million viewers, still the third-most watched U.S. TV program ever. ABC made one smart move when in 1970 it aired Monday Night Football. 667 games later ESPN has managed to own this brand. But this is still a simple metric to watch.Right?

ESPN’s third season of Monday Night Football was the most watched series on cable television in 2008. It set an all-time cable viewership record for the third straight year and drew the year’s three biggest cable household audiences and 13 of the top 15. In three seasons on ESPN, Monday Night Football has registered seven of the top 10 all-time biggest household audiences in cable history, led by the Eagles-Cowboys telecast on 9/15/08, which attracted cable’s largest household audience ever (an average of 12,953,000 homes).

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Will Apple’s iTunes Radio Put a Lock on Pandora’s Box?

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Apple recently announced an addition to its new iOS7 software, which will incorporate its own version of Pandora’s Internet Radio service titled, iTunes Radio. The service will function very similarly to Pandora, but will harness the data accumulated through the user’s iTunes account in order to see what music the listener currently likes, has liked in the past, and takes both into account when selecting new music for them.

Unlike Pandora, iTunes Radio will feature the ability to “tune” each station selection based on whether the listener wants more of the music to be familiar or new to the—a feature foreign to Pandora listeners.

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