Marketing: Persevere, Persevere, Persevere

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Persevering in marketing is a lot like persevering to reach a goal

 

Marketing: Persevere, Persevere, Persevere

My father once told me “When times get tough, persevere”.

Anecdotally, after having met so many businesses over the years, there are two key numbers that I hear over and over: 11 and 13. These are the years it takes many businesses to find the success many dream of when they first start a business.

Both numbers are fairly big and if your business is just starting out reading that may seem frightening…

But I may have a short cut.

MARKETING!

I was in a networking event just this week where this fella said to me “advertising – just doesn’t work. The only way to build your business is word of mouth.” Now, be it driving down the freeway passing billboard after billboard, listening to the radio, watching the TV or looking at the amount of content being produced online I think there is a weight of evidence that may suggest otherwise.

Word of mouth is a beautiful acoustic performance and let’s be honest there are few things better than being in an intimate room with an artist and hearing them play just for you, but it can be equally thrilling listening to your favorited artist belt out the same tune with 100,000 people singing along around you in a stadium.

But to sing to 100,000 you need to amplify the singers voice and this, for me, is a key to growing your business quickly… amplifying your marketing efforts.

That amplification can be scary be it as a singer or as a business takes commitment

  1. Because you need to invest infrastructure to achieve it and,
  2. Because you need to be able to back up your promise of a great show or else you are going to seriously damage your brand…

I think a big part of the reason that many businesses are afraid of implementing marketing initiatives is because they are genuinely afraid of growing. Afraid of the commitment it takes…

So, if you are not afraid read on.

Like business itself, I believe, like my father did, that marketing is about perseverance.

Perseverance in Marketing

How does this apply to marketing?

The big bad world of marketing is massive and the options endless; so how can any business know what is going to work for them and what business can possibly afford to do, or try, them all?

And even if you could, where you find success may ultimately surprise you….

Unfortunately, marketing isn’t an absolute science, moreover one of the greatest challenges of business is differentiation and much like your USP (and you should have one (Have a read about USP’s here) your marketing needs to set you apart from your key competitors. The look, feel, messaging and channels you use may be guided by your competition (note: research is key to standing out) but may take time to make work.

Time…that old chestnut. Yes, great marketing takes time – marketing is a marathon not a sprint and you should prepare for accordingly.

Here are some things to consider

  • Have a genuine goal
  • Have a plan
  • Some will recommend 90 days but we would suggest 180 day to trial and evolve a marketing initiative before abandoning it. Not 2 weeks!!!
  • During that time test and tweak it
  • Understand what the purpose of your marketing is there to achieve. There is a huge difference between marketing for sales vs marketing for brand awareness, so be clear about what it is you are aiming for before you begin.
  • Invest in quality execution. If you can’t do it well, don’t do it at all.

Marketing success won’t happen overnight. The companies that do it best are those that are willing to roll up their sleeves, get a bit dirty, do the work and stick with it.

A creative director I used to work with many years ago, Paul, once said to me “Ideas a worthless, what makes a great idea is how you execute it” and most businesses abandon them for the next bright object instead of sticking with their plan. Which is one of the greatest challenges we face as an agency, we build plans for businesses and a timeline with which to permeate it, only to have the client change their objectives or be concerned they are not seeing results one or two months in.

Yes, you can always change something if it doesn’t work. But, before you do, make sure you didn’t just abandon great ideas or great plans because the results weren’t instant or because it was more fun to try something new.

Marketing in some ways can be like going to the gym and working with an agency like working with a personal trainer…It is going to be hard. The trainer is going to build you a plan and going to push you to stick to it.

 

Your muscles will be sore, your diet may be restricted and for a while it may feel like you are getting nowhere, but stick with it and you will come out of it looking and feeling better than ever.

 

Remember

Be patient

Be involved

Be consistent and

Be persistent…

 

And both your business and your marketing will flourish. And if you need some help, just ask we’re always here.

 

 

 

Photo by Ian Chen on Unsplash
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This ad was banned in the UK… Why?

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This ad was banned in the UK?!

When being banned is good and other tips on how
to go viral.

Something about being told what we are not allowed to watch or do is innately exciting to us. The word elicit enlivens something inside us and emboldens us to act. We are human beings with rational thought and although we might not jump off a bridge if someone else did – unless it’s Chad, I’d do anything that guy would do, he is so cool! But being told we can’t watch something, well, that’s just like seeing a sign that says “keep off the grass.” Don’t tell me what to do.

This week UK based supermarket chain Iceland shared an ad that was to be part of their TV Christmas advertising campaign, on their social streams. The UK censorship board had something to say about it, namely, that it was too political and was not approved for TV advertising. So it moved to social media and a very positive viral verdict was handed down by the public! It has quickly amassed 3mil (and counting) views in a matter of days.

Check it out:

Apart from being a great ad in general, it has many of the great elements needed to go viral:

Controversial

Although many may not find it controversial per se – the simple fact is when you are able to use the words “banned in the UK” you are going to generate clicks.

Good

The fact that it is well done cannot be overstated – the animation is excellent and the writing is perfect.

Emotional

It plays on our emotions and is extremely evocative.

Hook

Most people like a whodunit/twist in the tale and this ad is great at slowly revealing its true nature.

 

Three other great elements of going viral are celebrity, humour and sex, all of which don’t lend itself easily to deforestation!

Here are a few other of our favourite viral ads/campaigns from the past – which elements of going viral can you see in them?

THE FORCE

ALS

THE MAN YOUR MAN COULD SMELL LIKE

DOLLAR SHAVE

BEAUTY SKETCHES

DORITOS / MOUNTAIN DEW

LG

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How to make sure you are keeping your readers awake!

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How to successfully blog and make sure you are keeping
your readers awake!

First thing’s first; are YOU interested in what you are going to be blogging about? If you aren’t, chances are your readers won’t be either! So make sure to pick something fun and interesting, that is relevant for you and your target market and of course, reflects the values of your business.

Have a good headline/title! You will need something short and sweet that truly captures the attention of your audience – whether it is being posted on Facebook, shared on LinkedIn, mentioned on Twitter or Instagram, or just being uploaded to your website, it needs to be simple and grab the reader’s attention.

Pair your blog text with some great visual media. Lots of interesting high resolution imagery or graphics will inspire the reader to keep reading. Use these images to break up your text, so it doesn’t appear as just one big overwhelming lump of words, but rather a flowing blog piece that includes both interesting info and some “wow” imagery and media.

Where relevant, include some cool and interesting stats and facts, which back up what your blog piece is saying. Here is an example:


53% of marketers say blogging is their top content marketing priority. (HubSpot)


Most people LOVE statistics, and everyone loves a captivating fact! And if you can, use graphics to demonstrate these. Whether you have put he graphic together in-house, or sourced and credited something from the internet, make it POP!

Here us an example of showing the latency of blog content views:

Be consistent, so that your readers know they can count on you for content. Pick specific times that your blog pieces will be uploaded, e.g. every Monday and Thursday mornings. Make sure to regularly block out bits of time on your schedule to create content for your blog and then time to promote it after you have hit that publish button. Writing and publishing the blog is just half of the picture!

Share the blog piece to all your social platforms, and make sure you do this at the right times – e.g. Thursday nights at 8pm might be the best time to share a blog on your Facebook page, but 4pm might be better for your LinkedIn audience! Mention and tag other pages and people where applicable and add relevant hashtags for maximum reach. Feel free to reshare the blog on each social platform a few times, with different imagery and different headlines.

Happy blogging!

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Should your business be using Emojis?

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Should your business be using Emojis when posting on your social media platforms?

Probably, yes! Whether or not you decide to jump on the bandwagon of the ‘millennial emojis’, you need to think about what type of business you have, and who your target market is. They can definitely make your brand seem more personable, but it is also easy to misuse them, overuse them or use them with the wrong crowd, on the wrong post.

Social media is meant to be fun, and your accounts should be an accurate representation of who you are as a business and the values you hold. It is just another method of communication after all, and nowadays a very important way for a business to connect and communicate with their target market and customers. Emojis have recently become an optional part of that communication (however nowadays, used more often than not), and they add that little bit of spirit, fun and humour. People buy from people, after all, not businesses, so if using emojis makes your brand seem more personable, go for it!

Emojis can definitely make your tone clearer. By their very nature emojis express emotion and tone. I often feel when I am writing an email to a client that they might think my passive voice is too stern, I then either compensate by being overly verbose or overly sycophantic, when a simple smile or thumbs up might do the trick. We lose so much without visual cues or intonation of voice in the written word – but it is still considered, by some, poor form to include an emoji in an email.

Throw some emojis in when you want to make your content a little more relatable, such as when posting a fun photo with a quirky caption. Example: Happy Friday! (insert beer or glass of wine emoji – everyone loves a drink on a Friday night, after all)!

Find a set of emojis which suit your brand the best, and go to town with these! Not on every post though, and only a couple per post – don’t over do it or you might look too casual and silly. As a general rule of thumb, we tend to keep it to 3 or less per post for anything that has target age above 25 – less often depending on the tech savviness of the group you are aiming at. Example; for a travel company, you might use different animals and trees (e.g. fish, sea creatures and palm trees when posting tropical/beach pics), planes, boats and landmark emojis, such as the super cute little island emoji’s or the Statue of Liberty (probably only for pics of New York though…).

You don’t have to add emojis to every post, and typically they are used more on Instagram than they are on Facebook.

BUT, know and understand your demographic. If your brand is trying to communicate with older customers, then emojis might not suit, as they may be uncomfortable with emojis, and may not even know what they mean (or interpret them the wrong way, which can be awkward)!

Anecdotally, my parents use emojis in text now, not often but they are there which is something for two septuagenarians. The usage is often just to convey tone (😊😘😉) rather than to let me know they are at the airport 🛫 or about to get lit🔥.

It’s interesting to note that they will use correct punctuation in text and were never taken in by the acronyms which makes the case for emoji adoption even stronger.

If you are on social media and have a strong presence, chances are you are trying to engage with a young/younger audience, and if they use emojis, you should too!

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Hungry Vegans… Hungry Jack’s

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Hungry Vegans… Hungry Jack’s

There are approximately 11.5% of Aussie’s who now identify as vegetarian/vegan (I do recognise the difference – but they were the stats I had)… and my wife happens to be one of them. And I can tell you, as a meat eating cannibal, that your vego types can be hard to cater for in a world besotted by meat.

Now, in saying that, there are some sensational vegetable dishes that even the most dedicated meat eaters would really enjoy if they were more aware of them.

But let’s face it the vego/vegan thing is in some ways still seen as an obscure sub culture by many. And so, with just 11.5% of Aussies it is easy to understand why this market is often overlooked.

But Hungry Jack’s recently launched a new Vegan Burger and the subsequent ad campaign and media coverage is for me a masterstroke and no doubt McDonalds will be closely monitoring its success if not desperately trying to conceive their own vegetarian options.

There is a tremendous lesson in this for business. Hungry Jack’s have combined product planning and marketing to effectively own a space. With Australia, the third fast growing Vegan market and them getting a run on their key competition, Hungry Jack’s get to own the space and the narrative. They get to build traction around them and for a time at least have a genuine point of difference.

There is risk in this strategy, but whilst many businesses would overlook the trend or wait to see if there was genuine interest in this vegan thing. Hungry Jack’s have taken a considered gamble that, whilst genuine vegetarians/vegans may only be 11% of the market currently, the trend for healthier choices is growing and whilst many may baulk at the idea of a vegan burger from Hungry Jack’s resembling anything like a healthy option, there may be a few out there sitting on the fringes who will see what Hungry Jack’s have done and give it a go.

And in a market where there are few alternatives (as in “healthy” or vegetarian fast food) and at a time where your key competitor isn’t even in the game yet, these are moments where businesses can redefine their market position and even gain market share by changing it up.


…your key competitor isn’t even in the game yet, these are moments where businesses can redefine their market position and even gain market share by changing it up….


And your marketing and marketing team can play a big role in this too…

Marketing is often overlooked in terms of its role in product development, but in a modern context – user or customer experience is both driven and communicated by marketing. Great marketing should reflect a genuine insight into your customer and those insights can have a tremendous influence on understanding the needs and expectations of your customers. A well-integrated marketing team should be seeing the emerging trends and opportunities for your brand across the broader market place and then suggesting ideas like improvements to service or new products.

Once these recommendations have been assessed and implemented through the various areas of the business that bring them to life – marketing then plays a huge role in communicating that to the customer.

It doesn’t matter how big or small your organisation integrating these functions of your business will better connect it to your customers’ needs, so be sure to get your marketing team or agency in on your planning for future products and service delivery changes, because it could change the way you do business.

Well done, Hungry Jack’s.

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Image Credit Hungry Jacks via Fashion Journal

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Should your business be using LinkedIn?

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Should your business be using LinkedIn?

Should my business use linkedin
 
LinkedIn is the world’s most extensive professional network with more than 467 million users in more than 200 countries and territories worldwide, and therefore is obviously of great importance for all B2B businesses – just as important as Facebook and Instagram, believe it or not! For these B2B businesses, it can be a real game changer, and we are going to tell you why.
 
A recent industry report showed that LinkedIn has recently overtaken Facebook as the #1 most important social platform for all B2B marketers. 41% put it at the top of their list, compared to just 30% of people who said Facebook was the most important.
 
Another recent marketing report showed that LinkedIn is the third most commonly used social network for all business owners, with 62% reporting that they use the platform, and an additional 22% reporting that they intend to begin to utilise it within the next year.
 
In terms of conversion rates, did you know that LinkedIn has an average conversion rate of 2.74%, compared to Facebook’s .77% and Twitter’s .69%? This is HUGE! 50% of B2B buyers use LinkedIn when making purchasing decisions; LinkedIn is built for social selling after all.
 
As LinkedIn explains, “With over 467 million members, LinkedIn is at the forefront of connecting B2B buyers and sellers. One of the most important sales techniques is to understand how your buyer behaves—making prospecting easier with greater success.”
 
LinkedIn:
1.      Heavily supports your external website and other social platforms.
2.      Improves your brand’s credibility, as you are able to share relevant and rich content to your market, which demonstrates your expertise and thought leadership within the market.
3.      Allows you to significantly grow your reach, as you successfully target other businesses which may be interested in the services you provide.
 

Moral of the story? Get your business on LinkedIn! If utilised correctly, it will do wonders for your business! Of course feel free to reach out to us if you would like some help in this space.

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Digital Marketing: Where do I start?

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Digital Marketing: Where do I start?

Launch your digital marketing campaign

Digital Marketing is like launching a rocket into the unknown, so it’s understandable if the very prospect of starting is daunting. And like rocket science it seems very complex, but it doesn’t have to be! Remember one step at a time.

 

Start with your customer

As with most things in your business you want to think about your customer and make your offering as appealing to them as possible. So, who is the audience for your product?  Demographics, likes/dislike etc. Compile all the information you can about them and then use it against them… just kidding… after you have your information the picture should be clearer of how they like to consume content and what sort of content they like. For example, if it is a teen audience you might go down the influencer marketing route on any number of social channels including Instagram.

 

Appraise your resources

Do you have lots of time? Have you allocated a budget for your marketing? A comprehensive marketing strategy will consume one of these (and can consume both but it doesn’t need to).

 

Where should you focus your efforts?

Are you here for a good time not a long time? If you want quick gains then advertising is your best avenue – some great design showcasing your offering to the world, or should I say because you know your customer, showcasing your offering to your highly specified targeted audience, will have you seeing fairly immediate results. Advertising can be anywhere be it ATL (above the line: traditional sources like print media and radio) or across the digital landscape: be it native, search, display networks or social media.

If on the other hand, you want to play the long game you could curate your audience through solid content creation. This would normally align with a blog and lots of great social posts. To get noticed you should have your own voice, you may think everything has already been written but there is always an area or viewpoint that is unique and there are always new developments in every area so there will be lots to canvas. Consistently great content will get shared you can also guest post on other popular avenues that have viewership that you want to target. This content will also help with that dreaded acronym SEO (Search Engine Optimisation).

The wisest option is a little from column A and a little from column B – advertising once it’s finished is finished and you see less and less residual effects but a great content strategy can be fruitful long after the work has been done.

 

(More) Research

Now it’s almost time to put the plan into action, research is the key to start off on the right foot. Research your competitors – what they are doing and what they aren’t doing. What they aren’t doing can help you know what not to do but it can also lead you to a niche area that you could quickly establish yourself as a thought leader in.

 

So the check list is:

  • Know thy customer
  • Know where they are (digitally speaking)
  • Know what strategy is best for you
  • Know what content you will produce
  • Hit the play button

As we said at the top, any new endeavour can be daunting but if you are ready and willing the time to start is now. If you need guidance drop us a line for free consultation.

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3 Golden Rules of Web Design

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3 Golden Rules of Web Design

When you boil it down most jobs are fairly simple… Once you know what you are doing. As is the case with Web Design and Development

Users Come First. 

The 21st century version of the customer is always right – The user experience (UX) is tantamount for the success of your website. Think about your user – what will they want from your website? This means make it easy for them, whether it is
– making sure that it is responsive for different screen sizes
– make the information easy to find and easy to understand
– make it fast – a speedy website is essential if you want people to continue to use your website.
– Make it familiar – we are creatures of habit and use icons to save time so a gear/cog usually means settings or a trolley would be your shopping cart. Don’t assume that your user will intuitively know a new icon. If you want to create iconography make sure it’s easily understood and have a key or “hoverover” in an easy to find place.

You Come Second.

Your aim, in having a website in the first place, is to get the user to do something – so make sure it drives them to that goal. Plot out the user journey you want anyone to take from whatever page they land on. On a publisher’s website, whose livelihood is from ad revenue then their goal might be for a user to consume as many pages as possible thus serving as many ads as possible – To help this along they will have suggested articles with catchy titles. In Wikipedia’s case they are not trying to serve you ads, rather they deliver information, so they have a very simple interface with the bare facts so you get what you want as quick as possible but they also know a user might want more information on a term they come across, so they have their cross linking game down pat – Wikipedia provides a great resource for the world’s enjoyment and education and they do it time and time again – which is why they don’t need ads or subscriptions the product is so good, they can live of donations of people that appreciate it. If you have a blog but you want to drive leads for your contracting business make sure you have strong call to actions on your blog posts that lead a user to make an enquiry or take up an offer.

Engage!

Once you have covered the basics of UX and User Journey it’s engagement time – make sure the website speaks to your brand – engage them by showing off your uniqueness – whether it is adding some flair to the designs – creating some videos that show you at your best or copy that screams “we are the that you’ve been looking for”.

Finally,

Remember the internet is a free global market place. Standing out is not simple and simply being there isn’t good enough. So, spend time making sure you have a plan that encompasses the above and don’t forget websites are a living embodiment of your brand, so make sure your plan goes beyond today and includes both a clear mechanism for measuring performance and the flexibility to evolve with your audience.

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5 tips for your Instagram feed

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5 tips on how to curate a beautiful and flowing Instagram feed

So, everyone wants authentic Instagram followers, right? This is why your Instagram feed is very important. When people click on your profile, they don’t see your individual posts first. They see your feed first, which is why it’s super important to plan and carefully curate how your feed looks, and to make sure it accurately represents your brand’s story, so people form the right impression of your brand straight away.

Here are 5 tips that will help you make sure your feed always looks great!
1. Research – Find a couple of Instagram accounts that you love and think look REALLY good, and take note of WHY they look so good. Most of them will follow the below tips.

2. Choose a grid layout – A grid layout is how your posts are positioned on your account. It helps you know what photo to put next to another photo. A layout makes it easy to start (and stick to) a consistent Instagram theme. Create your layout by using an app such as “Plann”, “Later” or “Schedugram”. You can use these apps to make sure your feed flows nicely, which means that all photos sit nicely next to each other! If you are not going to use a specific layout, you need to make sure your feed is balanced.
3. Choose a colour scheme – what kind of filters are you going to put on each photo, if you wish to use filters? Do you have a colour scheme you want to stick to? What kind of posts are you going to be posting? Keep it consistent, use the same filter on each pic!
4. NATURAL LIGHTING! Natural lighting means higher quality and more detailed photos, giving your feed a clean and consistent feel. Photos taken in natural light are also easier to edit with filters.
5. Have Standards – Posting only good quality photos is key. A high quality photo looks clean and inviting. A blurry photo is the first thing people will see when they head to your profile, and does not invite lots of likes or followers! You don’t need to use a professional camera – smartphone cameras are good enough these days!

Have some more questions – hit me up – social@remembercreative.com.

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Hashtags hashtags hashtags!

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Hashtags hashtags hashtags!

So it’s 2018, and most people have a bit of an idea about what hashtags are and how to use them! However, very few people know how to use them WELL, and using hashtags poorly can actually have a pretty detrimental impact on your business’s social media success. Essentially, hashtags are used to categorize content, meaning that searching for relevant content is a lot easier to do, so businesses have a pretty huge opportunity here to maximize their content’s reach and therefore their page’s reach. And social media for business’s is all about converting that reach into brand awareness and then into sales, right?

So here are a few ways to make sure you are absolutely maximizing your opportunity for reach, through your use of hashtags.

 

Less is more and more is less!

On Twitter and Facebook, less is more. Posts with 1 hashtag tend to receive far more engagement than posts with 4 or 5 hashtags. But on Instagram, it’s a very different story, and the more hashtags you use, the better. However, after using over approximately 8 hashtags, your engagement will typically drop. It’s a pretty fine line!

 

Don’t over-complicate it!

Don’t hashtag every word on your post, and try not to use long hashtags. And definitely don’t have more hashtags than words. Keep it simple!

Be specific

Hone in on who you are trying to attract and find hashtags that help you target them. Do your research; there are lots of hashtag searches and apps out there that will help you find the best and most effective, trending hashtags: Ritetag and Hashtagify are some good ones.

 

Happy hashtagging, and good luck!

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