In many respects, I have saved the best till last in this series. We’ve already spoken about digital ads, see this post so I am not going to go into those in this blog, but I will say that when used correctly, social media is one of the most powerful tools we have. Free to a degree, although I have recently noticed on Facebook that a little spend really helps bump your organic views up and not just on the posts you are promoting.
Here are our top tips for how to use social media correctly, to help get your best results yet:
Don’t talk about your products and promotions all the time. Think of other things you can share, such as blogs and content from your site, interesting titbits you find on other websites and social media channels, humorous images, gifs and videos – everyone likes a laugh, particularly us Brits.
Engage. Don’t just sit around and wait for people to speak to you: it’s social media. Get out there and socialise. Get involved in conversations, offer advice, and even be the conversation starter.
Follow to get followers. You must expect to follow people when you are starting out on Twitter, Instagram and Pinterest. There’s no point in not doing so, creating all this content and nobody really seeing it.
Do Google+. You do not have to understand it, just utilise it as it really makes Google look more favourably on your site. Share stuff to your own page, but also look to join relevant groups and share your posts in these for maximum exposure.
Use pictures. Not just on the visual platform such as Instagram and Pinterest, but also on Facebook, Twitter and Google+. They insight greater reactions and engagement.
Go live. We think you will be surprised at the amount of engagement you get from going live. Read our top tips for this here.
Collaborations. This is all about strength in numbers, together we are stronger! Partner or team up with another brand or persona online, cross promote your offerings to one another’s audience and pick up some new followers on the way. Some great examples of these that we have had the pleasure to be involved with in the natural products industry are Konjac Sponge Company’s #TeamUpTuesday and Food Doctor’s #PorridgeWednesday
Competitions. Competitions are a great way to get a buzz going, as who doesn’t want to win a prize?! You can even collaborate on a competition for even greater reach, combining the last two points! You can utilise contests for a variety of reasons on social, so be sure to set your goals which could be related to any of the following:
More likes on social media channel
User generated content
Have you got any social media successes to share with us? We’d love to hear from you. If you are looking for any social media support, email us email@example.com
Personal service is nothing new. From the waiter at your favourite restaurant knowing your name to the tailor knowing your inside leg length and preferred colours and cloth, personalisation has always been a part of business.
Personalisation doesn’t end there however, and in the future brands are going to have to harness their data to create meaningful customer journeys. This will not always be easy. Consumers have so many different devices they plug in with, and across so many channels, that it is difficult for marketers to establish just who is on the other side of the screen.
But consumers expect this personal touch, particularly when it comes to customer service. Social media and digital media has become a way not just for brands to communicate with their customers, but for consumers to engage with brands, and they expect answers almost instantly. This has led to the development of automated communications systems, such as chat bots and “we’ve received your enquiry” automated messages.
Technology has made us lazy shoppers. Consumers want to be more or less spoon fed. Through the use of data insights, we can build a relationship with customers through reacting to their buying habits, making helpful suggestions be it “time to reorder” messages, a favourites/wish list feature with an alert for promotions on their desired items, or recommended products to go with already purchased or in basket products.
Birthday messages with a gift discount code can be another effective touch. Data insights from Experian suggest that personalised messages, such as birthdays and anniversaries, can result in 300% higher click-rate and a 250% higher revenue rate. Reason being is that 78% of customersequate brands who create personalised content for them with brands who value their business and want to build a relationship with them.
It’s important that you get it right though. When surveyed, 67% of people said they would immediately leave a web page which asked them to donate to a hated political party, 57% said they would do the same if they were married and shown adverts for a dating website, and 50% would quit on a site that recommended to them the wrong gender’s underwear.
Personalisation can be used to provide a seamless experience to your customer. Get it right, win over the customer and they will become your biggest brand advocate and keep on coming back. The time is coming when personalisation will need to have a strategy within every business in order to win over a loyal audience.
Print advertising still has a valid place in a marketing strategy, and it still has that prestige in the eyes of your competitor. There’s no denying, seeing an ad that you have worked on in print is so satisfying!
If we’re thinking about marketing touchpoints and advertising in magazines, it makes sense to engage with the publication’s audience elsewhere: events, social media and emails for instance.
When it comes to print advertising, here are our top 3 tips:
Never book one-off inserts. Identify a core range of magazines that you would like to work with and arrange a meeting with each of them. Think about the magazine’s target audience, how you will market your product to them, why your product is relevant to them and why they need your product. Pay attention to the circulation and readership figures, but also whereabouts these magazines are sold and distributed.
Negotiate. Find out what these titles can offer you in terms of not just the best price but also added value. Make it clear that you are looking to build a long-standing relationship with them and if you sign up front for the year they will be more flexible with both price and that added value. Added value can look like editorial mentions, interviews, reviews, competition slots, reader offers, social media, email mentions and discount on event spaces.
Create the best ad you can. When it comes to your masterpiece, if you can’t afford the input of an agency or a freelancer, look back to our guidelines of how to be a better marketer and go forth and create along these lines. Don’t be afraid to ask family, friends or even your customers what they think of your concepts prior to finalising and placing. Even ask people you respect in the industry for their advice, we’re a friendly bunch on the whole!
And one thing to never do: don’t go for the classifieds sections in the glossies. Ever. Regardless of how good a deal it seems and the amazing reach of the title. I’ve never heard of one natural beauty or health brand having any success from these, even in the mags with hundreds of thousands of readers. Even with a very appealing CTA. No just don’t do it as to conclude, it would seem nobody reads the classifieds!
Have you run a print advertising campaign with great success? Do you need some advice on your latest advertisement? Email firstname.lastname@example.org for our support.
I have spoken at unarguably the biggest and best natural products show of the year, Natural & Organic Products Europe, for several years now.
Previously, I have spoken about ingredients trends and beauty predictions, however this year we thought we’d give attendees something a little different.
So, I imparted some of my top marketing secrets and tips to help businesses big and small get more bank for their marketing buck.
The lovely Joanna from Mallow & White was gutted she couldn’t make the talk and asked if I might transcribe the talk into a blog. Which is why you are reading this today! This is part one of a ten part series based around my how to get more bang for your marketing buck talk given at Natural & Organic Products Europe.
It’s a funny phrase “bang for your buck”, and it fact it is derived from “more bounce to the ounce”, an advertising slogan used in 1950 to market the carbonated soft drink Pepsi.
The phrase “bigger bang for the buck” was notably used by U.S. President Eisenhower’s Secretary of Defense, Charles Erwin Wilson, in 1954. He used it to describe the New Look policy of depending on nuclear weapons, rather than a large regular army, to keep the Soviet Union in check. Today, the phrase is used to mean a greater worth for the money used. Many of you reading this will most likely be the marketers, along with many other roles, in your business.
But what does being a marketer really mean? What is the role of the marketer? Marketing, by and large, is communication. To be the best marketer you can possibly be, we recommend following these guiding points:
Be compelling – use empathy, be objective and never be afraid to be different. You have to tell consumers what your product is, how it is going to help them, but without being salesy from the outset.
Intention – fail to plan and you plan to fail. It’s one of my favourite sayings, and it’s so true. You need to make sure your strategy is joined up, across multiple channels to create meaningful touchpoints, something we’ll come to in the next post.
Creativity – create memorable campaigns, don’t be afraid to stand out. You need something catchy to reel your consumers in, and to stay in their minds.
Intensity – your campaign needs to be dense enough, across a variety of channels, to create an impact.
Measure – always measure the results of your campaign compared to performance in an off-campaign period. Look at uplift, sales volume and profitability to find the full effect of your campaign.
The first part of the day was spent familiarising myself with the natural brands RGPR represents and getting a feel for their social media presence in particular.
In the afternoon we headed to Marketing Nation to catch a talk on creativity delivered by Darren Bolton from OgilvyOne. Through a combination of insights from successful artists, designers and children’s wisdom, the talk highlighted the importance of re-connecting with our ‘creative’ side in order to innovate. Despite the fact that marketing is a field where innovation is essential, adulthood and the corporate environment often lead us to supress this side of ourselves.This is in spite of the fact that, according to the Harvard Business review “curiosity is as important as intelligence”!
Darren argued that perceived lack of creative instinct is not due to ‘losing’ our innate creativity with age; we just need to re-engage with it. His anecdote about a sausage cupcake definitely provided food for thought regarding the fear of going against established processes.
One really useful technique highlighted was that of a designer who, to generate new ideas, set himself the challenge or forging connections between two completely random objects. Thinking of innovating a notebook for example, he would start at a glass of water. The challenges of stretching a design to include both of these elements sparks new perceptions of our surroundings, new solutions and thus innovation. Radical yet effective, I’ll definitely be giving this technique a try when stuck for ideas!
The talk overall was pretty inspiring, and certainly left me eager to tap into my creative instincts at the next opportunity. Alongside highlighting the importance of creativity as a stepping stone to innovation in marketing, it also dispelled the myths that you need to be stereotypically ‘artistic’ to exploit your creative skills!