With a user base of 50 million, and 85% of that between the ages of 18-34, Tinder has become the preferred dating app of millennials everywhere. You can call it tacky, even offensive (choose to swipe left or right to pictures you find hot), but you can never call Tinder boring.
Tinder is a location based dating app launched 15th September 2012, based on the theory that social discovery was a lot less awkward when two strangers wanted to meet each other. There was no other social app like Tinder at the time built for the purpose of meeting strangers in your immediate neighborhood. Although dating apps existed, they didn’t take advantage of the location and social networking features Tinder had. What marketing techniques did Tinder employ, or more to the point, how did it grow so fast?
Here are the marketing lessons from Tinder we can all learn from.
Marketing techniques that helped Tinder to grow
1. Tinder offers a novel and gamified user experience
Users of Tinder can swipe left or right, look through many dating prospect’s profile within the shortest amount of time and are rewarded by reciprocation from their admirers. The addictive factor is high with Tinder, due to the fun and gamified features. In this great article by Convince And Convert, Kristen Matthews explains why gamification is effective in motivating and engaging users. By letting users pick one date after another, Tinder dating creates a feeling of competitiveness and empowerment. The average user spends 90 minutes on Tinder daily just to play on the fast user interface. Tinder is not the only brand nor will it be the last to engage users with gamification.
2.Tinder introduces new norms in dating
With increasing numbers of Tinder users, the idea of localized dating becomes the norm. Users don’t feel stigmatized for using such a casual dating app and the huge numbers of desirable Tinder users makes this app seem more acceptable. If Tinder attracted a less desirable userbase, it would not be as popular as it is today. Social validation through peers and normalization of the app all helped Tinder to grow.
3. Tinder markets to specific demographics
The founders of Tinders marketed to a small and specific group of people in college campuses. They knew who their target demographic were, and focused on making the user experience great for them. By refining the user experience for their target users, Tinder was able to compete with and surpass any other dating services they were using.
4. Social networking features of Tinder provided fuel for growth
Tinder uses Facebook, Instagram and other forms of social networking to grow their user base. When a Tinder user knows that their Facebook connections are using Tinder, they are more likely to contact them for dates. Tinder uses user’s profiles on Facebook to create a compatibility profile on Tinder. Instagram integration also allows users to see what photographs their love interest likes to post.
5. Word of mouth marketing is highly effective
Tinder uses word of mouth marketing to gain brand equity and build credibility with their users. According to a study by Nielsen, 92% of consumers believe friends and family more than all other forms of advertising. As more people joined, the greater the brand awareness for Tinder. Tinder’s global expansion is entirely reliant on their impressive client retention and word of mouth marketing.
3D printing is considered to be the next great technological revolution. Its effects can be far-reaching and completely change the way certain activities are performed. Even the way you conduct your business, brand your products and implement digital marketing will be altered radically.
What is 3D Printing?
3D printing is a new method of printing. With this technology, it is possible to create a three dimensional physical object from a digital model. Of course, a special 3D printing machine is required for the purpose. Generally, layers of materials are laid down one after the other. Resins or plastics are used for the purpose but as technology develops, it will become possible to use a variety of other materials.
The MakerBot delivers desktop 3D printing, desktop 3D scanning, and 3D entertainment for mass consumers
The Impact of 3D Printing
3D printing technologies are making headlines in the manufacturing industry as it becomes easier for regular people to purchase and use them. This technology has been predicted to be the next major step in the industry and may completely revolutionize the manufacturing process. As these printers become more affordable, consumers can gain the ability to create their own items. Moreover, those items can be printed according to the specifications desired by the consumer at home.
Customized hand cast created in 3D printing from X-ray scans
There are many sectors which have already begun to make use of 3D printing. Some of these include the medical sector and the automotive industry. There are many potential benefits of this technology as it allows the business to replicate parts in a more effortless manner. The impact made by this new form of printing is immense as it is a highly versatile technology. 3D printing can also affect the way businesses go about their digital marketing campaigns.
A New Way For Businesses to Reach Customers
The adoption of 3D printing technologies by businesses can be a viable marketing tactic for the future. Of course, the use of this technology needs to become extensive and affordable enough so that the businesses can make the most of it. If the customers manage to get such printers in their homes, a revolutionary avenue will open up for businesses to reach and cater to their customers.
Depending on the business you are dealing with, you will be able to create accessories which can then be printed by your customers. While the possibilities are seemingly endless, they will, however, be limited by the capabilities of the technology and the creativity of your marketing team. Of course, the capabilities will increase as the technology advances.
The implementation of this technology in a marketing campaign can be incredible. After all, you will be combining the analog and digital world in such a way that is completely unprecedented. Currently, it is not possible for the more affordable 3D printers to create complicated objects. With the improvement of technology, the abilities of these printers will improve significantly and become cheaper as well.
Elimination of Various Processes
It is possible for certain businesses to eliminate the production phase completely if this technology becomes more affordable than the traditional manufacturing process. Instead, the businesses can offer their designs or blueprints for purchase rather than their products. The consumers will be able to buy the designs and get them printed through their 3D printer.
For the businesses, they will be able to eliminate a lot of processes and expenses. They would primarily need to invest in digital marketing tactics such as a website and social media marketing. Even if the manufacturing process is not completely eliminated, the businesses will still be able to use this technology to deliver and test prototypes of their new products. They can use digital marketing to spread the word about their latest 3D prototypes and then use the response from social media to refine their product ideas. Businesses gain more flexibility as they can keep modifying the prototype.
Shift towards Customization
This technology can highlight the importance of customization for businesses. In fact, the use of this approach can be extremely beneficial for the businesses as they can increase the reach of their brand.
When combined with digital marketing, the benefits are great as people can use social media networks to share their very own unique and customized versions of the products. The real time response to new products offered by businesses is invaluable market research. It will be easier for the customers to be happy as they will be able to customize the products according to their needs. Moreover, all you need to do is create the basic design of the product and let your customers modify it as per their convenience.
The digital marketing strategies of businesses will have to be modified so as to suit this trend. Social media networks can become a more essential part of the marketing campaigns. The ads will also become more personalized so that the marketers can reach their customers more effectively. Digital marketing will need to be implemented within the context of 3D printing technology and what this technology can offer potential customers.
3D printing may have become more common than before but it is still a long way from becoming an essential part of the lives of consumers. It needs to advance further and become more affordable in order to become an invaluable tool for customers and businesses. Be that as it may, the fact remains that it will affect them and marketing significantly.
Marketing For Millennials That Grew Up With The Internet
It can be hard to imagine the world through the eyes of a so-called ‘Millennial,’ the generation that has been loosely defined as those born between 1980-2004 and who follow Generation X. To put yourself in their shoes, just imagine that the internet has been fast and omnipresent for as long as you can remember, that you have had a mobile phone (and camera) since your early childhood and social media has been a key part of your friendships your entire life. Seem strange and foreign? It’s just another day in the life of a 20 something – and something you need to consider when marketing for millennials.
What do the Millennials Think of Traditional Media?
It has been widely reported that this new generation is simply not fussed with traditional mainstream media. A 20 something student or early 30s banking analyst are far more likely to express a distrust of heirloom media outlets such as the Wall Street Journal or the New York Times than their parents’ generation, instead preferring to rely on the links and content shared by their friends and colleagues online. This acts as a sort of bespoke media filtering service that helps people access only the news stories that are important to them on any given day. Product and service endorsements are spread in much the same way.
Is this a good thing?
Well, it truly depends on who you ask. The Washington Post recently reported on a Pew Research Survey that showed that Millennials are the least informed generation when compared to all other age groups, only able to answer 7 current events questions out of 12. While much ballyhooing by smug older generations occurred over these results, do they really represent reality? Perhaps a different sort of daily news is important to this generation, and they prioritize their media consumption differently.
On the positive side, it is inarguable that Millennials are far more connected with each other than previous generations, able to muster support for fundraising, personal crisises and social activities far more easily than ever. It is this aspect of social media fluency that marketing for millennials are keen to harness.
Social Media Marketing for Millennials
By the sheer ubiquity of sites such as SnapChat, Facebook, Twitter, Tumblr, Instagram and Buzzfeed, Millennials are far more influenced by their friends and social media channels than they are by mainstream media sources such as television, newspapers and radio. In order to stay relevant, a lot of heirloom brands are shifting their focus in order to capture this market, and so too should you.
You are well advised by any savvy digital marketing agency to pay attention to these platforms, and to spend time and energy creating unique, effective content aimed at this lucrative market. Ensure that your online marketing strategies include paying special attention to social media channels, mobile or wearable tech devices and the ever powerful Millennial market, otherwise you will get left behind as they continue to gain spending power and one day dominate the market.
Today, I want to blog about brand evangelists and how do you go about finding one. If we can put a face to the term ‘brand evangelist,’ then Guy Kawasaki and his brand evangelism for Apple and Canva comes to mind. The definition of an evangelist is a true fan, or a super die-hard fan who is preoccupied in spreading the word about your brand and sharing any messages with the mass population.
Having a handful of brand evangelists is much more important than having a hundred fans. This holds true for every brand. It is true that social media marketing can open up a much larger audience to share information about your brand. However, a brand evangelist can raise a brand much higher than it could with only fans and customers. An evangelist will talk about your brand and share message and information about your company and brands actively. The dedication and commitment of these super fans separates them customers. It is important for every brand to have evangelists. They will surely go that extra mile to talk about your brand and company. They will get active and engaged in the social media marketing campaign where reputation is everything.
How are the evangelists different from fans?
Although you may have a million fans, there are very less number of brand evangelists. They are always the minority in a crowd of fans and followers. You must pay special attention to them. Evangelists should be “cultivated and cultured.” They are the trendsetters and the thought leaders. Engage and involve them more than average fans and you will soon reap the results. They will inspire the average fans to do much more than what they are doing for a brand. They are not the people who are just sharing and spreading your message, but also play crucial roles in social media communities and target audience. They help a company to collaborate and brand well with the brand evangelists of other companies. Building networks with other companies and brands can help a company to get more engagement and exposure.
How do you make evangelists?
Making brand evangelists take a lot of effort and it may not be as easy as just putting your brand’s message straight to the public or target audience. Every company seeking brand evangelists should actually become a part of the targeted audiences’ communities. An evangelist will not just build a brand, but will also be the go-to source for company’s news and valuable updates.
This approach for creating evangelist will ensure that the brand will mean much more than merely the products that it represents. It is creating an image that your brand will stand for. The fans who can envision their own lifestyle in the way a brand creates an image around it, they are more likely to become brand evangelists.
Remember that having a few faithful and active evangelists is worth more than a thousand of ‘likes’ on Facebook. It might take some time for a brand to build a gem of an evangelist, but it’s worth the effort. It is creating an idea that the customers will relate to and what they will represent. If brand image creation is done properly through social media marketing, it can lead to loyal customers exuding your brand lifestyle.
Building a community is important for creating evangelists
There are different content sharing websites where the users can build communities. One of the popular sites is YouTube. Registered users can share videos and interesting streaming content. Thus, a community can be built around a brand. Users can generate a lot of content like this and can generate a lot of content on the site. You can call your fans and involve them in creating content relevant to your business and brands.
You can also build communities around contests and coupons. Users can contribute their ideas and contents to the site, which lets the fans contribute and be an important part of the community. You can distribute gift certificates and discount coupons to your customers. These are basic rewards that you can send to your fans, but that will cost nothing. You can also update the regular campaign and create posts about it. Responsive customers can help in popularizing the communities and groups, and thus help in the growth of the company. Turn your fan base into a community of evangelists. Let your fans do the advertising for you.
The challenge of convincing people
Finding or creating a list of evangelists is an important part of the marketing strategy of every company. However, not all the companies and businesses are having success in developing evangelists. There are companies that deal with predictable services. These companies deal with such ordinary products that there is nothing new or interesting to share or talk about. If your products and services are not satisfactory, it might be difficult for you to find and create evangelists.
Ways to develop valuable evangelists
There are many different strategies that the companies are adopting to increase their dedicated fan base. As discussed, creating a valuable fan base by creating online communities on various contents is important. In addition to that, you can take various measures like sponsoring events and making donations. Remember, your main aim should be to establish and develop your brand as a part of the lifestyle for the customers. Estimating and analyzing how a brand fits into the lives of the customers is one of the main tasks of an evangelist.
Ignorance is not bliss when you are operating a business in the digital space. As anyone familiar with organic search rankings will know, keeping your business on the top spot is no walk in the park. Firstly, there are updates in Google’s algorithms to be aware of; knowledge in SEO is a must for any online business to be visible. Secondly, there are competitors who would do anything to drag your SERP down to obscurity. Ethical competitors will seek to improve their own rankings through diligent SEO. Unethical competitors will use dirty tactics to get your website penalized: negative SEO is one way competitors can tarnish your online reputation. But are you aware of this?
Targeted by negative SEO
Every time Google makes changes to its search engine algorithms, website owners have to reassess their SEO strategy. For unethical business owners, this involves damaging other website’s rankings in order to improve their chances. Negative SEO involves building spammy, low quality links that would damage the online reputation of any site it is linked to. As a result, Google will penalize the website linked to the spammy backlinks, causing the rankings to fall. The penalized website will have to spend time and money to recover from the damages. Sometimes, the damages are so serious they become irreparable.
What does negative SEO look like?
Using Google Search Console (formerly Webmaster Tools), every business owner should keep an eye out for unnatural links to their website. The screen capture above shows an influx of unrelated links to a travel/hotels sector website. Unnatural and spammy backlinks to viagra related websites will cause Google to penalize the site.
Another way negative SEO is applied is through blog comments section. Website owners should look out for money keyword anchor text where a click will take the visitor to a low quality website unrelated to the linked blog website. The problem with anchor texts is that many are seen as manipulation by Google. Good SEO is all about the quality, and not the quantity of the links your website has. Link building has to be for relevant and high authority websites related to the website’s industry. It is therefore important, when hiring a professional SEO, to ask for a spreadsheet of the high authority websites linking in to your website.
Google penalties and website recovery
Google penalizes websites that falls foul of their guidelines. Spammy backlinks that are not removed in a timely manner will be crawled and alert Google to act. Unfortunately, many business owners realize this too late!
Prevention is better than cure so it is advisable to check your Google Search Console and use a link detox software to identify any negative SEO. When you decide to use the Google disavow function, make sure that your good links are safe. If in doubt, contact a marketing agency experienced in link removal.
Email marketing is the most effective marketing strategy among all the types of digital marketing or online marketing. The reason is that most people have an email address that they check regularly. Businesses and individuals alike have email addresses, so it is easy to reach a large group of people through a single platform. In addition, you have complete authority over this medium. This gives email marketing an edge over the others. It is also an excellent source to enhance your inbound and outbound marketing.
How to build email lists that increase with time
For email marketing to work effectively, you need to have an email list that keeps on increasing with time. But how exactly do you achieve it? Here are some tips to build an evergreen email list.
1) Ask for subscription
Ask all the visitors for subscription. Do this on all the pages of your website. The call to action (CTA) to subscribe should be on an obvious and prominent location. This will act like a constant reminder for all the visitors and may prompt them to sign up. Pop-ups work great for this, but remember that a pleasant user experience means placing this in strategic places.
2) Integrate it with other platforms
Integrate the subscription tab with all the platforms you are using be it for content marketing or social media marketing. This will generate additional subscriptions. For Facebook, you can simply add a tab on your page while for other social media platforms you can share the link for a subscription through your posts and comments.
3) Keep it simple
Nobody likes to fill complicated forms so keep the procedure simple and straightforward. Ask for name and email only because that is the only bit of information you will be interested in initially. To know more about the person in order to send certain type of content you need to be patient. You can always extract this information later on. Right now, focus on adding contacts and the rest will follow.
4) Provide high-quality content
Ask yourself, why anyone would want to read what you are mailing him or her. This will let you design high-quality content that would be impossible to throw in the junk mail. Develop curiosity of your subscriber by mailing interesting and highly valuable and focused content. Studies show that you lose 22.5% of your email subscribers every year. This is one way to reduce this degradation. To make them more effective, a marketing agency can help make the content.
5) Encourage sharing
You can never have too many subscribers. Send along a link of the site and the subscription page with every mail. Ask your subscribers to share them with their contacts. This will also help increasing your email list, as people trust the advice of their friends and family over anyone else’s.
6) Offer something extra
In order to encourage people to subscribe to the email list you need to offer them something. It could be a free gift, premium features or some other free resource. This will give the potential subscribers more reason to join in. once they do you can always keep their attention through competitions, sales, and special discounts. This will keep your list of subscribers active. Moreover, you will gain valuable and dependable customers.
Making $524 million from its first weekend, Jurassic world is the monster film blockbuster that can attribute some of the success to social media marketing. With 353,000 Facebook fans added in one week and 1.7 million tweets (654,000 retweets), there is nothing small about the social media noise Jurassic World has created. Here are 10 ways social media marketing has helped to make Jurassic World a stomping success.
10 Ways Jurassic World used social media to create awareness
1. Jurassic World Twitter has engaging content
The official twitter account for Jurassic World is active, engaging and has links to other Twitter accounts offering fun facts about dinosaurs. There is no shortage of retweets, linked videos and dinosaur trivia to get fans excited about the movie release. Up and until the actual release date #jurassicworld hashtag has been trending encouraging conversations about the film.
2.Jurassic World Official website is linked to social media
Jurassic World’s own website has interactive games, movie trailers, cinema listing and enough information to keep any curious visitor engaged. The website links to all the major social media accounts for Jurassic World on Instagram, Twitter, Facebook, and Google+.
3. Jurassic Park’s Trailer on YouTube is a smash
The official trailer for Jurassic World has been viewed 5.8 million times in one week alone; overall the trailer generated 66 million views. This is the trailer here:
4. Universal Pictures YouTube page has relevant, exclusive content
Jurassic World has related Facebook pages that display unique content different from its Twitter, Instagram and Google+ accounts. Visitors feel like they know a different side to the franchise. The Unofficial Facebook page is particularly engaging.
6. Jurassic World Game app is promoted on social media
There are literally social media pages for every Jurassic World product. The game app Jurassic World has its own Facebook fan page.
7. Jurassic World Google+ features more content, videos and competitions
Jurassic World has created an engaging Google+ page that mentions competitions and shares featurettes that would satisfy film fan’s cravings.
8. There is a Tumblr page dedicated to the Jurassic Park franchise
Jurassic Park Films is a Tumbr account that features amusing gifs from all the Jurassic Park related films. Social media platform Tumblr is ideal for the younger audience demographic and it is great for visual rich content.
9. Jurassic World Instagram account has exclusive photos
The best way to satisfy Jurassic World fans is by posting exclusive photos of the film’s cast and dinosaur stars. The Instagram account for Jurassic World has 104,000 followers and counting.
10. Competitions, Lego and romantic breaks
Jurassic World has really leveraged social media by holding competitions (National Geographic has a Jurassic World competition as well), creating a mock romantic resort booking page and having an official LEGO Jurassic world Instagram page. The sharing, retweets, linking, impressions and reach gets bigger by the day.
Creating useful online content is important for any company, whether they are a B2B, B2C or non-profit government organization. To get ahead in marketing, we are told to produce ever more content, in competition with the huge volume of content that is being generated online every minute. In our Q&A we will discuss with Nelson Fuhr, digital marketing consultant at Alvomedia, about the relevance of SEO for 2015 and how this can be integrated with content marketing.
Let’s Talk about SEO and Marketing for 2015 and beyond
Q: Is Content becoming more important than SEO?
A: We use SEO to find the content, so one cannot exist without the other. In recent years, marketers have become more focused on content because creating valuable content helps their customers. Customers want to be informed and guided along the sales transaction, hence the need for relevant, useful content. SEO is very important for that content to be found by the right customers. Without it, customers do not know just how good your content is.
Q: How is SEO still important for companies today?
A: SEO is really important for any integrated digital marketing plan. Everything ties in together-the SEO for great organic exposure and traffic, and the content to convert customers once they find your webpage. Organic ranking is crucial for getting traffic and more visitors to your website. The more people that visit your website, the higher the chance of conversions into paying customers. Without customers, there is no business essentially. Google algorithms for SEO take into account mobile responsiveness, loading time and relevant content nowadays. This is all to help make internet browsing better for the user. Every business would want their customers to have a better user experience on their website.
Q: What is black hat SEO?
A: Unethical SEO that will get you penalized by Google. This includes keyword stuffing, spam and purchased backlinks.
Q: What do you write for content, how much is enough?
A: Firstly, know what your brand is all about. What industry is it in and what problems does it solve for customers? You have to know about the mindset of your target audience: what do they want to know and how can you tell them the information to make them take notice. Content that helps, addresses a concern, give guidance, provide information are very good basis for content writing. How often you write depends on what you can schedule time for. Content writing eats up time quickly so you need to be disciplined and have a routine/set goals of how much to write a week.
Q: How does social media help SEO if at all?
A: Social media amplifies your SEO efforts. Tweets and shares on Facebook will improve your search engine rankings. For Google search engines, Google+ has an impact on page rankings. If you can only have one social media platform to leverage for rankings, choose Google+. Social media works because of the wide reach and engagement. I would recommend social media as a research tool for trending topics and concerns. Companies need to stay relevant and knowing what their customers are talking about is helpful. You can also uncover new keywords phrases and connect with influencers who can help with your brand awareness.
Q: What is your stance on link buying?
A: The money used on buying links can be used better elsewhere, such as writing a blog and creating valuable content. Link building is more expensive in the long run because of the maintenance costs in buying more. Google does not like backlinks that were bought, it could get your website penalized-too much risk.
Q:What takes the longest to do in SEO?
A: The most time consuming task in SEO is worth it in the long run. Link building
Q: When there are multiple versions of a page, have you seen a canonical link tag used successfully on the website?
A: Links suggested by the canonical tag do replace noncanonical links in a list. So canonical link element works fine in Google. Indexation decreases for noncanonical URLs and the canonical tags have an impact on Google sitelinks. This works for Google but not Yahoo or Bing at the moment. By using a canonical tag you are giving Google a hint which URLs should be indexed. In time, deindex your URL and redirect visitors using the 301 redirect.
Q: Things change so fast in the world of SEO. Is there a best way to do things?
A: The best way I can foresee for 2015 and beyond is to integrate SEO with what every other department is doing: content creation, social networking, front end design and UX. The reasoning behind this in my opinion is efficiency and effectiveness from collaboration. When SEO teams work in isolation, they do not know what is happening with content creation and website design. This was fine years ago, before Google rolled out new algorithms. In 2015, everyone has to take into account how responsive design and content works with SEO.
Q: Is SEO dead?
A: SEO will be around longer but not the way we know it. Google is changing algorithms constantly and for improved user experience. SEO professionals used to be technically competent but now they need to create high quality content to amplify the efforts. They also need to work with the website designers and bloggers so to speak.
Q: Does being first to the game give older online websites more advantage?
A: Older websites have many problems such as bugs and fixes. Their roadmaps require replatforming, taking up considerable time. In the meantime, new websites with search engine optimized pages can jump up the page rank pretty quickly. On the other hand, older websites have more inbound links built over the years. Whether those links work or not is another issue. Some of the linked websites may no longer exist; an SEO has to spend time cleaning it out.
Q: Are guest posts spam?
A: Many guest posts do not add value except for a link back to the poster’s website. Google sees some guest posting as spam and will penalize accordingly. There are high quality guest blogs that benefit the website where it is posted; it depends how the post is written.
Q: Is onsite SEO still relevant?
A: Onpage SEO is still important for meta titles, site architecture and menu navigation, internal linking, sitemaps and meta robot tags. It is there to help Google interpret the structure of the website. Creating onsite content involves pleasing the reader first and foremost.
Q: What tools for SEO would you recommend?
A: GetStat is a great ranking tool which allows you to monitor many terms for rankings. This is recommended for enterprise SEO where country level rankings and knowing the landscape of terms is important. The tagging feature for keywords lets you see where a drop in ranking is coming from. Screaming Frog is good for site crawling and Deep Crawl as well. Majestic SEO and SEMrush are great for off page analysis.
Q: What will Google do next?
A: Google will try to find the most relevant websites for their users. With the huge number of well optimized websites Google may overhaul their algorithms to rank the more authoritative ones higher. One of the changes I foresee happening is authorship. This means authoritative content from an online influencer. Becoming an online influencer takes time and authoritativeness is hard to manipulate. Links can carry heavier weight when coming from an authoritative author. Only time will tell!
Q: How can one stay on top of changes in SEO?
A: Subscribe to SEO industry website RSS feeds and join in the conversion on Twitter with other SEO experts. There’ll always be dissenting opinions about SEO and that’s good. Learn as you do SEO for your own website.
With more than 2 billion social media accounts in the world, and 47% of internet users on Facebook, social media is a big deal for marketers. The reach of social media marketing is perfect for both online and offline businesses. You can create a social media account for your business and use excellent content marketing to keep it alive and growing.
No business marketer can ever deny the value of a loyal fan base. People are bound to generate large revenues (lifetime value LTV) if they are loyal to a certain brand. That is why every marketing agency tries to connect with leads emotionally using digital marketing ideas. Social networking is an excellent way to connect emotionally with customers because it is intrinsically human to interact with one another. Social media marketers tries to understand human motivations, interpersonal relationships and behaviours in such settings. They then apply the insights to socially targeted marketing.
Social media marketing practices that will improve conversions
The common perspective and the reality
For nearly all the new startups and online businesses, social media networks is an integral part of their marketing strategy. ‘Go where your customers are,’ is the popular saying, but what does it actually mean? In 2015, as shown by statistics, many people are active on social media networks. In order for businesses to reach potential customers, they have to roll up their sleeves and work hard on creating their social media personas. Oreo on creative social platform Vine and Ikea on Pinterest are just some of the brands that leveraged social media successfully to gain more conversions. The common perspective in 2011 was that social media is a temporary fad and large companies were unwilling to invest much money on social media marketing. The tables have turned by 2015 when research by Econsultancy has shown that 71% of brands plan to invest more in social media to build brand equity. Convince&Convert recently published a study showing that 53% of Americans make purchases from the brands they follow.
How to create loyal customers
A loyal customer can give you more benefits in the end than you can ever calculate. He/she leads to the generation of a steady stream of leads. You get more referrals and brand mentions. It is sort of a chain reaction in which you can trigger one person to attract many. Follow these tips to get loyal customers.
1: Provide an excellent customer service
Customers cares only about how you treat them. Even if you do not provide the type of product they need, a courteous business manner can influence them in making a purchase. According to Forbes, 71% of customers that end a business relationship is because of bad customer service. It is therefore important to make them feel secure and cared for. Social media lets you communicate with customers in real time. This allows you to understand their problems, respond to them in a timely manner and come up with solutions. It also lets others know how much you value your customers and thus create a positive feeling towards your brand.
2. Interesting and useful posts
Attract potential leads towards your profile by creating highly creative or informative posts and articles. These posts should be interesting and easy to read as people are becoming increasingly indifferent to advertisements. Moreover, your content should be full of information about your product or services industry. The aim of creating useful posts is to get the content shared across the social media channels. The wider the audience reached, the more leads that will be generated. Widespread sharing of your posts create strong inbound and outbound marketing. It is more helpful than SEO.
3. Improve brand image through social marketing
When you know your customer’s perspective of your products, you can easily formulate targeted marketing strategy. You can remove the flaws in your marketing or else display your product in a way that is more socially acceptable and appealing for the public. This will get you more audience, traffic, and ultimately more loyal customers. Learn what are the demands and expectations of your customers to fulfil them and gain their loyalty.
4. Explain your products
Social media is an ideal platform to explain about your products. You can let everyone know about the benefits it provides without boring anyone. Interesting interactive posts and instructional videos can easily get you attention and loyalty of many. Creating tutorials, power point slides and guides can add to the information for your customers and help facilitate customer conversions.
5. Focus on networks that fits your brand image
When 22% of Americans use social media multiple times a day, brands cannot afford not to appear on several different networks. Choose the ones that are best fits with your audience and brand image otherwise it will be wasted effort. For brand awareness, Facebook and Instagram works well (especially if your brand sells using a lot of visual content). Vine, Vimeo, Tumblr, Pinterest, LinkedIn and Twitter are other networks your brand should consider depending on what you sell.
6. Create content that supports your brand image
Sometimes, brands forget they need unified content across different networks. The content message has to be consistent but it does not have to be the same content. In fact, creating the same content across different social networks is a waste of time and shows lack of effort. What brands need to focus on is creating a good variety of cohesive content. If you are a serious company, posting light hearted gifs on a Tumblr account might not be cohesive with your brand and confuse your customers. Customers are mostly likely to convert when they trust the brand and the image that they project.
7. Using visual content to convert
Content with images receive 94% more views than text alone and prospects recall brands better when there is more visual content. Use images that are cohesive with your brand image and A/B test the effectiveness of visual content in different social media platforms.
8. Leverage the influence of social media influencers
Establishing your brand’s authority in your industry and gaining the attention of potential leads take time. You can leverage the audience of social media influencers by tagging them, writing about them or citing their works. Kindly ask the permission of the influencer if you are unsure. In order for influencer leverage to work, you need to create consistently great content.
9. Paid social
Paid social ads can generate more leads and lead to conversions for your brand. Diminishing organic reach on social platforms such as Facebook means that brands have to pay up. Social media campaigns and contests now appear on social media and the most effective ones offer value.
10. Strategic Planning
Many people think of social media as a vague marketing method. The vagueness comes from not being able to measure the ROI for things such as social engagement and reach and lots of time spent on trial and error. Without a social media strategy in place, it can be frustrating. Decide your goal for social media marketing, be it conversions, influence or brand awareness and refine your social marketing to meet them.
Just recently, SocialBro found that the most influential fashion bloggers had more sway on consumer purchasing decisions than some celebrities and internationally recognised fashion brands such as Vogue. With millions of followers on Twitter and visual rich social media platforms such as Instagram, fashion bloggers do influence the way women and men shop. In an era where peer to peer recommendations and social media engagement matters, fashions blogs reach wider audiences than some advertisements can.
Fashion bloggers can help brands generate revenue
Fashion bloggers with millions of followers have the power to drive traffic and conversions when fashion brand links are placed on their blogging sites. Brands such as Hugo Boss, Louis Vuitton, H&M, Piaget, Dior, Gucci and Dior have already collaborated with fashion bloggers to tap into this huge potential. Fashion bloggers are a business unto themselves; the most influential blogger of 2015 is set to make $9 million.
It is estimated that a collaboration of River Island with Man Repeller could expand River Island’s audience by 223%. Brands like H&M and Topshop have already seen their cross over audience increase by 26% and 25% respectively. If there is anything fashion brands can conclude by looking at the success of fashion bloggers is that a partnership can generate revenue. It is thought that Armani, the high end Italian fashion house could expand their online audience by 25% if they collaborated with fashion bloggers.
Clamouring to colloborate with fashion bloggers could be the savvy move fashion brands are looking for to connect with millenials or anyone on social media. Fashion is a particularly competitive industry where perception can make or break the brand. Customers are much more discerning than before, choosing to believe peers and influential social media personalities than ad campaigns on magazines. According to statistics, 84% of customers would choose word of mouth and peer recommendations over advertising, something that brands can no longer ignore.