Narratives compel us. They’re familiar. They’re memorable (22 times more memorable than facts, according to one psychologist). So it’s no wonder that in an era of constant digital sharing and connection, companies who master brand storytelling are achieving – and maintaining – a global following. Businesses can engage with potential customers and make lasting impressions if they tell compelling stories about who they are and what they represent. But too often, brands focus their stories on promoting their products/services. They feign caring about world problems without real action. And they share text-heavy descriptions, facts and statistics with their audiences instead of more engaging, visual posts. For brand storytelling success, customers must be at the center of the narrative. This doesn’t mean you can’t ever mention your products/services, but they should come secondary to the real, human element at the heart of your message. The customer should be the main character of your narrative because consumers want to do business with honest, empathetic companies. A Sprout Social survey revealed that honesty ranked highest among a list of behaviors consumers want from brands. What’s more, the most empathetic companies are among the most profitable in the world. One of the best ways […]
Creating infographics have been one of the most widely used content marketing strategies for the past few years. Infographics are great for grabbing people’s attention, explaining important concepts, and sharing statistics. Unfortunately, as more people began to realize the power of infographics, everyone starting creating them for their websites and their quality started to go downhill. In a world where everyone is trying to increase brand awareness and generate more sales using infographics, it’s more important than ever that you take the time to create high-quality visuals for your readers. If you’re hoping to increase your web traffic by as much as 12% by adding infographics to your website, check out this quick and simple guide to creating powerful visual content and creating strong infographic marketing on your site. To that end we’ve compiled some of the best tips we’ve heard along the way to build strong infographic marketing strategies for your site.
Social media platforms, like Facebook, Instagram and Pinterest, are attractive to marketers for obvious reasons. However, the popularity of mobile messaging apps surpassed that of social media apps back in 2015, and the gap only continues to widen. It’s no surprise then, that these apps offer serious message marketing potential. More than half of U.S. residents will use a messaging app by 2022, with the most popular Facebook Messenger app alone projected to reach 138.1 million users. Not only this, but when it comes to business, 56% of users would rather message a business than call and over 50% are more likely to shop with a business they can message.
Ever since the birth of the internet, consumer feedback on businesses have increased in quantity and importance. Online reviews expose the experiences—both positive and negative—of real customers to everyone. This means the perception of every single customer matters. Responding to negative reviews can affect their perception. Some people take this new reality lightly and ignore online review sites like Yelp and Google My Business. However, this could be hurting their businesses more than these companies realize. Why? Because 86% of consumers reveal they read online reviews for local businesses, according to Bright Local.
To be a functioning professional in the digital e-commerce environment it’s important to be as present and multi-functional as possible. Mobile apps offer the perfect opportunity for business owners to connect with their target audiences. APIs or Application Programming Interfaces are what allows one piece of software to share information with another. Although invisible to the user almost everyone has interacted with and most likely benefited from an API. APIs give businesses the ability to embed maps, process payments and run different apps in conjunction with each other. Using APIs with some or all of the following applications can help better integrate your business, improve customer interactions and streamline your business operations.
In the age of digital assistance, consumers plan before they experience, even if only for a moment. They want to know as much as they can about what they’ll be getting into and minimize unwanted surprises. Google reports that 91% of mobile users search for information on their phones in the middle of a task for ideas or inspiration. Those “intent-rich moments when a person turns to a device to act on a need to know, go, do or buy” are called micro-moments. Micro-moments aren’t merely a trend but a shift in buyer behavior, making a huge impact on consumer decisions. Understanding those micro-moments are key to successfully delivering what people want, when they want it. And your brand will stand out among the crowd if you can anticipate these moments, provide relevant content, and deliver an optimized, consistent experience across channels.
The gig is up. In the age of information access and social media sharing, consumers are all too familiar with gotcha marketing techniques and trickery. And when they spot it, they’re quick to blast their displeasure to the masses, potentially devastating brand reputation. Consumers demand brand transparency, and it’s an invigorating shift for marketers. With less pressure to portray your business as something it’s not, more resources can be spent showcasing your company’s true identity. And that’s reason to be excited.
The dreaded digital trash bin is the likely destination of even the most carefully crafted email campaigns if they fail to include one essential component – personalization. Today’s consumer expects personalized experiences, and the inbox is no exception. In an Adobe study, marketers responded that personalization would be the single most important capacity for marketing in the future. Many marketers already use some degree of personalized email content. However, these efforts often don’t go much further than the recipient’s first name in the subject line. Granted, personalized subject lines do increase an email’s chances of being opened by 26%. But you can go far beyond this simple technique to achieve higher click-through and conversion rates.
In a time when over 70 million U.S. internet users are using ad-blockers, native advertising is an extremely valuable and effective alternative to traditional ads. Most major brands use it in some capacity, as 53% of consumers are more likely to look at a native ad than a banner ad. What’s more, native advertising increases purchase intent by 18% over normal display ads. With formatting designed to match the surrounding content, native ads are much less obtrusive and more educational than traditional ads that disrupt the browsing experience. Though native advertising comes in many forms, a few have proven to be more profitable and worthwhile. Below, you will find the top three types of native advertising. These strategies will give your content a prominent stage to help you reach new and existing customers.
You have the vision in your mind: what your brand stands for, its personality, what it promises to customers. But despite your best marketing efforts, sometimes brand initiatives don’t quite deliver your glorious vision. It’s probably time to re-evaluate your core brand identity, a practice you should actually do fairly often. Assess the what, why and how of your business to identify your purpose and what sets it apart from your competitors (which also requires some research of the competition). Once you’ve nailed down your objective, then you can start thinking about how best to communicate it to your target audience. These eight strategies will help you take your brand initiatives to the next level.