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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Differentiating yourself in a crowded marketplace: A comparison

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Unique Selling Proposition Real World Example

 

Differentiating yourself in a crowded marketplace Breakdown

When I was musing about Unique Selling Propositions (USPs) the other day I thought it would be interesting to give a real-world example. It just so happens that the next ad I saw was for QuickBooks and my decision was made.

Can you tell me the difference between Quickbooks, Xero and MYOB?

I can’t… I am not an accountant and all but basic accounts receivable and payable is lost on me.

What I can tell you is how I view the three brands

 

By the way, this was the ad:

 

QuickBooks

The ad in question, plays very much to a small business owner – it is accounting software that makes your life easier, especially the incomparably annoying job of chasing accounts in arrears.

Xero

Although Xero has been around for a while in internet years it seems like the easy yet technologically advanced choice.

MYOB

MYOB is an interesting case it has both a positive and a negative from the one factor: its age; they have years of proven experience and many happy customers in Australia but like pc vs mac they may have a little image problem of being a dinosaur.

 

 

But that’s just my viewpoint, let’s have a look at how they portray themselves online.


Upon landing on QuickBooks you can notice a few things

  • Small business: they refer to their customers as the hardest workers shameless pandering but also how small business view themselves (and rightly so) and their navigation includes small business, self employed and then accountants/bookkeepers – also there is a hardworking small business owner in the hero image looking at her phone after working on pottery.
  • customer service: voted #1 plus you have multiple options of using that customer service via the side buttons; live chat and customer service number in the navigation.
  • Technology: you also have a video that is in the shape of a mobile (smaller image next to it denotes it works across all platforms) with a the User Experience (UX) of their app they know a lot their small business owners are on the go and want access to a simple to use platform from their mobile.
  • Last but not least; you will see the word Your books, made easy

 

Xero’s current home screen has:

  1. Social proof: a million subscribers; an image of a few happy customers from different industry but all pretty trendy looking; and Canstar winners 4 years running.
  2. Tech savvy: the branding itself is very sleek; tagline is better business; and they have Features & Tools as their first nav choice after which they have Why Xero plus words like advisor, resources and partners are all speaking to its technological prowress.
  3. Local: I thought Xero was trying to sound approachable mentioning AUS and NZ as well as YOU BEAUTY but something I did not know was that it was founded in NZ and is listed on the ASX. So there you go.

And lastly MYOB:

  1. Design/technology: whether or not my assumption was right about MYOB being considered a dinosaur in the accounting software space – they are definitely rallying against it via new branding (it was updated less than 2 years ago), a young trendy person who has her finances sorted on a phone
  2. No nonsense, easy copy: DONE… Set your business up for success… actually lets you run a business.
  3. Social Proof: also like Xero over a million users but they don’t need to include NZ in their drawing pool.
  4. Big & oozing with legacy: A breakout mentions version 19. The copy asserts that their software scales with you and the navigation separates you into small, bigger and accountants/partners.

 

So, you might think my prognostications were to pat myself on the back if they turned out to be right but it was quite the opposite – my intent was to suggest that each of these companies do a great job of keeping their messaging consistent; that we almost instinctively know what we are getting from them even if we know little of them. The differences might appear small (to anyone who doesn’t spend hours appraising the UX of different websites weekly) but they are there.

 

On a side note, if you did focus on UX (and websites in general) every day you would notice other little things.

  • Like the banner for all three has copy on the left and image on the right
  • Another common best practice for Software-as-a-service companies is to offer a free trial.
  • The fact that the call-to-action buttons are all green the universal symbol for go even though QuickBooks is the only one that uses green in their branding colour scheme. Don’t feel like you must use green, it’s not 100% fool proof, some use red as it suggests urgency or special but at the end of the day our mantra is test early and test often.
  • And you will notice that the word “you/your” appears at least once on each of them – Remember, you are always talking to your customers on your website – be friendly!

 

But I digress, back to differentiating yourselves… if the website has passed the 5 second test and attention is piqued a user may scroll below the fold where usually they will see more important selling points of a product.

 

QUICKBOOKS

 

XERO

 

 

MYOB

 

QuickBooks focusses on you: save time, claim dollars and mentions (again) their award-winning support.

 

It should be note Xero has a customer video stories breakout before the list of features when scrolling down the page. Xero decided to have a few more bites at the cherry – showcasing 9 features that will change your life. The focus here is on the variety and technological strength of the application with over 700+ third party apps.

 

And MYOB goes for the national pride theme for Aussies by Aussies and speak to a human but not just any human an Australian human. And you can do it wherever you want.

 


Each brand has its differences and similarities but they have all carved out a niche for themselves by appealing to different consumers. So even if you think your offering is the same there will be a way to showcase why you are the right business to solve their need.

 

 

 

 

Photo by rawpixel on Unsplash
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Should you switch your Instagram account to a business profile from a personal one?

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Decisions Decisions Instagram personal or business

 

Should you switch your Instagram account to a
business profile from a personal one?

You have probably wondered about this before, if you haven’t already made the switch. There are definitely lots of pros to having a business Instagram account, rather than a personal one. Keep reading to find out if switching to a business account will be beneficial for you!

 

Would Instagram analytics be useful to you – real time metrics?

Being able to (very easily) analyse your Instagram audience, your engagement and your account discovery can be very helpful.

With a business profile, you can see:

– How many people are viewing your profile per week.

– How many individual accounts you are reaching per week.

– The total number of times that your posts have been seen.

– How many people have saved your posts.

– Who your Instagram audience is – their location, age range and gender.

– What days and hours are best for you to post!

You can then leverage all of this valuable information to optimise your content and your overall Instagram performance.

 

Would you like to promote your posts?

If you have a media budget (big or small, it doesn’t matter!) then having a business profile would definitely be of interest to you. Even just spending a couple of dollars a day for a few days during a big online sale can have a huge impact, and dramatically increase your reach.

 

Would you like to be able to clearly display your website link and your contact options?

When switching over to a business profile, you are able to decide which of your contact information you would like to display – phone number, address, email and/or your website address. Of course this is beneficial to almost any business! You can still add your phone number or website address to your Instagram bio on your personal account, however this takes up character space (only 150 characters allowed) that you may want to use for something else, e.g. some information about your brand or a tagline. Also, on a business profile, the contact options will come up as contact buttons e.g. “Call” or “Email”, which keeps things clean and tidy, and very accessible for the user!

So, lots to think about here! Hopefully we have helped give you some more insights into the benefits of switching your Instagram account over to a business profile, so you can make a clearer and more informed decision!

Happy Instagramming!

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Marketing First Principles – USP – Unique Selling Proposition

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How to define my USP Unique Selling Propositions

 

Marketing First Principles – USP – Unique Selling Proposition

Whether you are a start-up or an established business you will find yourself wanting to differentiate yourself from your competitors – enter the Unique Selling Proposition or USP an easy way for us marketers to discuss what makes you different and more importantly what makes you and your offering better or more appealing than your competitors.

I include established businesses, along with start-ups, as you would be surprised how often a business might not have one, might not realise they have one or have forgotten their roots over time (an always on principle is important).

1 – How to define your unique selling proposition?

If you are a start-up and you created your business because you saw a niche in the market than it’s obvious your USP is your niche, good for you – you’ve already completed steps 1 & 2, skip to part 3. Point in fact, a new client recently started up a mobile coffee business in an area that doesn’t have one – USP solved Coffee Brought To You.

You could be in an industry with what may seem as fairly rigid terms of service. Example: I am an accountant – I do your books (speaking of accounting, learn about how accounting software platforms differentiate themselves in the Australian market HERE) it doesn’t feel like there is much room to separate yourselves from the other accountants out there.

But

There is always a way

A good place to start is by asking yourself what’s most important to you and your business:

Best in market/Premium

Value

24/7 availability

Location

Design

In-person consultation

Customer service

2 – Research

Learn what your competitors are doing.

If you said value than you might want to find the other’s prices and beat them – (but we would more likely recommend adding value because simply lowering prices can become a race to the bottom).

If on the other hand, you may have said premium make sure you only stock the best products.

Not only do you learn from your competitors learn from your customers. Ask them – why do they keep coming back and then use that as inspiration.

3 – Solidify

Now that you have an idea write a paragraph explaining it or write 3 key things about your USP.

Just get it out of brain and onto the page.

Now that you have done that reduce and repeat. You may even find that you can get it down to a tag line.

Some examples of taglines that are USPs in their own right

The burgers are better at Hungry Jacks – simple effective no social proof needed they are just stating the fact.

9 out of 10 dentists agree… – this is a poof that people in the know suggest it.

Open happiness – Holy Coca Cola Batman… this is abstract but it is unique

One of our favourites however has to be finger lickin’ good.

Speaking of KFC and Coca-Cola another USP for both of them is secret and you can’t get it any where other than their product. The Coca-Cola recipe is a well-known secret… umm is that an oxymoron? you know what I mean… it’s well-known that it is a secret. And KFC has the mysterious 11 secret herbs and spices.

4 – Promote your USP

This can be considered part of your general marketing activities but remind people constantly what makes you great. Be it in person, at your storefront, on your promotional materials; in your edms and naturally on your digital home the website.

Following these steps will add value to your business and will also solidify in yours’ and the other employees’ minds what your brand is all about.

If you or someone you know is having trouble with USP drop us a line.

 

 

 

 

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5 TIPS TO HELP MARKET YOUR SMALL BUSINESS

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5 TIPS TO HELP MARKET YOUR SMALL BUSINESS

I regularly meet with small business owners, and almost every single one procrastinates in some way when making marketing decisions. Typically, for one of three key reasons:

  1. They want total assurance that it will work.
  2. They think they can/want to try to do it by themselves.
  3. They don’t have the budget, but are keen to invest in it when they do.

I can empathise, on this last point especially, as someone who has worked with some of the world’s largest companies where budgets are often much larger. I can also understand the hesitation for small businesses with small budgets who feel like it’s all very intangible and question whether it will really work and be worth the financial investment.

If you are keen to improve your business’s marketing but feel stuck or unsure of what to do next, keep reading!

Below are 5 tips on how to stand out and be noticed by potential customers and clients.

 

1 – Have clear objectives… not just that you “want to sell more”.

Small businesses rarely actually know what they want. They want growth and they want more sales.

But what does that actually look like. Be real, I want to sell 10 more of that or I want to make +X in revenue.

Once you clearly know your objectives, it is far easier to assess the value of your proposed marketing initiatives.

And remember, if you have no marketing collateral, no social media presence or have never reached out to your customers before, you have to factor in what I like to call momentum costs. Just like exercising after “letting yourself go” for a bit, the first little while in the gym will be hard and won’t show much result. So be patient. All great things take time!

 

 2 – Add value

Ok, so you are starting to market yourself – awesome! Unfortunately, so many small businesses leave marketing their business until they reach a moment of desperation. The problem here is two-fold:

  1. If you have not engaged and cultivated your audience before now, then there probably aren’t many people listening. Big businesses can make noise, small businesses rarely can. So don’t leave it until the last minute. It takes time to build an audience, and only then will results be achieved.
  2. When you are desperate, you head to last resort alternatives like sales. Discounts are often of value in a retail environment but for most businesses I meet, one of my first marketing tips is to look at the product and see where you can increase sale or margin through value-adding… Not only does it potentially mean selling less for the same result, but you don’t undermine the value of your product, or look “desperate”.

 

3 – Consistently publish great content and maintain your presence

Consistency is key and the concept of an “always on” approach is something often unachievable by small businesses because when you get busy, your marketing falls off the priority list. So, find a partner and outsource it.

Now there is a cost to this, so make sure you understand the genuine value of marketing to your business, and make sure that your marketing costs are factored into your product or service costs.

It would surprise you just how many businesses I meet who don’t factor marketing into their product pricing, and the thought of eating into margin generally sends small business owners into some sort of small seizure! So do the numbers and be realistic!

High quality content will improve your reach and your brand exposure, but beyond this, a solid investment in content speaks volumes to the consumer. It makes your business look more legitimate, which in turn makes the decision-making process for the potential buyer much easier.

Great content also helps with SEO, which means you are getting more bang for your buck.

 

4 – Reinvent previous content

There is nothing wrong with reusing existing content that has performed well in the past. We do this often – and think about it, it makes total sense! If you invested time or money in good content in the first place, it deserves to be reused. It may be seen by a totally different audience, which means lots of potential new customers!

We have hundreds of articles and some of them are really great (who are we kidding, ALL of them are great), with lots of super insightful information. So, pull out the very best and create small pieces of new content.

 

5 – Budget

I have worked with lots of of SME’s (all the way up to those with $50 million turnovers), and not many have a realistic budget when it comes to marketing.

Great social media is not free. Nor are great articles, graphics or videos. Yes, there are tonnes of people out there touting cheap or DIY solutions and I am not discouraging them, but believe it or not, marketing is a skill. An agency like ours knows exactly how to deal with all of the marketing challenges your business might stumble across; and we feel pretty confident that we can build you a solid strategy and execute it with more success than you can likely do on your own (no offence)!

You perceive yourself as a highly skilled professional (individual or organisation) of your field, so:

  1. Focus on doing what you do best. Saving a few dollars on marketing doesn’t make much sense when you should be spending your time in your field of expertise, and improving your craft! Let a marketing expert do their thing, while you do yours!
  2. If you can recognise your skillset and experience in yourself, make sure you recognise these in your selected marketing partner. Trust that they are skilled (and do your due diligence, of course) and work with them to deliver your objectives.

Make sure you allocate a budget that is realistic to the task. If you want to make $1million in additional revenue, $5K is not a realistic budget (sadly)! If we could all spend just $5K in marketing and make $1M, everyone would be pretty successful!

Don’t get me wrong, you will always hear those sensational stories of people who made millions by investing just $500 in marketing, or who did it all by themselves overnight, etc. etc. , however these are genuinely “right time, right place”, stories. Be realistic!

And finally, budget doesn’t only apply to money. Make sure you are realistic with the time your budget needs for success. Just how making $1M by spending $5K on marketing is probably underdoing it, 5 days to achieve $1M in sales is probably not realistic either. Here at Remember, we tend to work in quarters or six month blocks as for most businesses this is more reflective of the timeline they will require in order to achieve meaningful and measurable goals.

Happy Marketing! Feel free to drop us a line if you think we can help you!

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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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Written By: Michael Menzies

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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Written By: Claudia