Posts by socialgamma

Branding Share Your Story

Sharing Your Story With Your Customers

August 7, 2020 Posted by Branding 0 thoughts on “Sharing Your Story With Your Customers”

Sharing stories has been an integral part of society for centuries. We share information about ourselves to help us relate to others and forge connections. The same applies to businesses. If a company shares insights into their history, the challenges they’ve overcome and their thoughts and ideas through a well-told brand story, customers feel connected to them and are therefore more willing to place trust in their products and services. What’s more, stories are much more memorable than facts alone. In fact, research has found they can be up to 22 times more memorable. This explains why tales are passed down through generations and why we still know and love to share the ancient stories of Greek Mythology, for example. So, crafting your experiences into an engaging story can also help to keep your brand at the forefront of customers’ minds. But, how do you know what to include in your brand story? How do you know what your customers are going to care about? We’ve put together some guidance on crafting a story that is interesting, accessible and of course, authentic.

For a story to create those all-important connections, it should be relatable to its audience. Therefore, the first step in writing a compelling brand story is to know who your audience is. If you have a good understanding of your customers, you’ll find it much easier to create a story that truly resonates with them. Learn how old they are, where they live, what they like to do in their free time and what kind of jobs they have. This will all inform how you present your story to ensure maximum engagement.

To give your story the relatability factor, it should be very much personality-driven. The focus should be on the people behind your brand and their experiences, rather than on the products or services that you sell. Think back over the history of your business – the ups and the downs, the times when everything seemed like it was going wrong and the times when you’ve had massive breakthrough moments. When considering all the pivotal turning points that helped get your business to where it is today, think about how your target audience might relate to them. Stories that trigger an emotional response, a sense of familiarity or significant learning experience will be more appealing and memorable for your audience.

For many companies, the heart of their story will lie at the conception of their idea. This may have been an event, a conversation or some other experience that prompted the founder to identify an issue requiring a solution. Think about what it was that prompted you to start your business. Was it something you experienced? Or maybe a story you heard sparked an idea in your mind? Think about the needs you aimed to fulfil, why this was important to you back then and why it still is now. Your story should provide an answer to the question: “Why does this business exist?” The answer to this can usually be found at the early stages when your business was being held up by an idea alone, long before it became a fully-functioning, profit-making operation.

You probably started your business with some idea of what values were important to you; however, these may have evolved over time and become better developed as your business has grown. Company values can drive the success of your business, especially if your employees and customers relate to them. Therefore, these can also form a great starting point for your brand story. Think about where your company values have arisen from. Did you have an interesting, unusual or eye-opening experience while setting up your business which has led you to take a firm stance on environmental and/ or social issues? Many businesses win customers through their strong values, so narrating these in your brand story can be a great way to engage with your audience. 

A brand story should give your business a purpose. Once you have formulated a story, you need to integrate it into the way you market your business. Show how the values that drove you at the very beginning are still upheld in your operations today. Demonstrate how the key milestones in your journey have been influential in improving the way you do business. Discuss how the major lessons you learnt while growing the business still resonate with your employees now. Use social media to highlight your story and relate it to the present-day operations of your business. The most memorable brand stories will be intertwined with every action that the company makes and every message that they share.  

One company with a well-known brand story is Patagonia. Its founder, Yvon Chouinard, was an avid climber who noticed the equipment that he (and many other climbers) used was causing damage to the rock faces. In an effort to protect the landscape that he loved, he began producing his own environmentally-friendly equipment, later expanding into clothing too. This love for and desire to protect the environment still informs the ethos of the business today, making it a firm favourite for environmental activists. While their story begins with a simple idea, it is the values behind this story that make them so successful. These are values that Patagonia uphold in every action they take, even pledging 1% of all sales to the preservation and restoration of the environment to offset any negative impacts caused by the operations of their business.

A brand story is a very powerful marketing tool but only if you can successfully engage your audience using emotion and personality. When crafting your brand story, you need to ensure that your target audience will relate to it. Discussing your company’s origins and values are great ways to achieve this while relating it to the present-day operations of your business is also important. Remember that your brand’s story hasn’t ended yet. It is constantly being written and it is possible that major changes on the road ahead may impact your business philosophy further. Your brand story should be honest and authentic. It takes time to craft a story with both interest and meaning but if it resonates with your customers, you will create trust, loyalty and a much more memorable brand.

On-Page SEO

SEO Basics: Everything You Need To Know About On-Page SEO

July 31, 2020 Posted by Digital Marketing, SEO 0 thoughts on “SEO Basics: Everything You Need To Know About On-Page SEO”

By now, most people have heard of SEO regardless of their industry, department or company size. But what is the actual marketing impact of SEO and how can you use it as a tool to promote and grow your business? Let’s take a look at what SEO stands for and how marketers around the world use it to promote their clients.

SEO (Search Engine Optimisation) is the process of driving traffic to your website with the help of all of your organic online content (blogs, articles, social media content etc.). However, be aware that it is not just any content that will increase your website’s traffic; it is crucial that it is optimised specifically for SEO in order to maximise results. SEO entails optimising all of your digital assets, such as your website, your social media, website content, etc. for search engines. 

Okay, but do you REALLY need it?

Why can’t I just run paid advertising campaigns to increase conversions? Well, you can choose to split your marketing budget in any way you want and feel free to experiment with different marketing strategies until you find the sweet spot. However, the reason that SEO might be a better choice is that, with SEO, individuals have already shown an interest in a particular product or service. With online advertising campaigns, you are targeting people based on different strategies such as retargeting or lookalike audiences with the goal of persuading them to purchase your product. But you don’t need to do that with SEO because people are already looking for a specific product or service – you just need to make sure that yours comes first on the search engine results. 

Becoming increasingly popular by the year, SEO is a very effective way to fulfil your marketing goals, whether that is brand awareness or conversions as it’s been found that most people will never look further than the first page on Google. Imagine you are an organic tea brand in London. What if every time someone typed in “organic tea London” into Google, your brand would pop up first? That would have a dramatic impact on your sales, as well as your brand awareness. Even better, this could help you tremendously with your online advertising campaigns too. You now have an audience that you know have enquired about your product or are likely to recognise your brand in the online environment. It will give you an advantage when it comes to targeting different audiences and increase your chances of generating sales. 

Where do you start?

The two main types of SEO that you will be introduced to are On-Page SEO and Off-Page SEO. When thinking about search engine optimisation, most of us think of link building and complicated keywords strategies. While all of these elements are, of course, crucial to SEO, On-Page SEO serves only as a foundation for everything else that you implement later as part of your optimisation strategy. As most content will be published on your website, it makes a lot of sense to start with the website itself. Your On-Page SEO is a primer of the Off-Page SEO activities and you want to get it right. So, is your website optimised? 

On-Page SEO 

URLs 

Your URL structure is important not only for SEO but also for tracking purposes. Ensuring you have a clearly defined and segmented URL structure will give you a better understanding of what performs well and what is not working so well on your website. 

From an SEO standpoint, you want to keep your URLs short and concise for best results and remember to include relevant keywords wherever applicable. 

Sitemap

Another important On-Page element that you need to consider when performing On-Page SEO activities is your sitemap. This is (quite literally) a map or a blueprint of your website. Why would this be relevant for SEO? Well, it helps Google or other search engines to find, index or crawl your website’s content. By letting the search engines know which pages of your website are the most important, it will help to optimise your website and prime it for Off-Page activities. 

Title Tags 

While we’ve learned in recent years that your website content must include keywords and be SEO-friendly, placing these keywords in the titles of your website is probably still one of the most impactful positions. 

The length of a title tag that Google will show will vary (it’s based on pixels, not character counts) but in general 55-60 characters is a good rule of thumb here.” (Demers T., 2020) 

Meta Descriptions 

Although you might be unsure what a meta description is, I guarantee that you see meta descriptions every time you search the web. 

The meta description is, put simply, a 160 character snippet of your website’s content. It’s used by search engines to let viewers know a bit about what they are going to find on a certain link before they actually visit the website. Seeing as many of us read the meta description before we enter a website, this is a crucial element for optimising your website. 

Alt Text 

It is highly likely that you have images on your website, whether they are in your blog posts, the home page, product or service pages, price lists, etc. Believe it or not, all of the images on your website are relevant for SEO. Since these are recognised as content by search engines, it’s essential to tag these pictures with relevant keywords in order to make it easier for Google or other search engines to find and push your website higher in the search results. 

“For example, if you have pictures of a customized Superman water bottle on your article, then save the alt-text for the image as ‘customized superman water bottle’, and then that picture will pop up whenever that keyword is searched for.

60% of consumers are more likely to contact a business or visit a site when a relative image shows up in their search results.” (Patel A., 2020) 

HTTP vs HTTPS

“A protocol is that “http” or “https” preceding your domain name. Google recommends that all websites have a secure protocol (the “s” in “https” stands for “secure”). To ensure that your URLs are using the https:// protocol instead of http://, you must obtain an SSL (Secure Sockets Layer) certificate. SSL certificates are used to encrypt data.” (Muller B., Moz) 

Keep in mind that there are other elements that you should always check before starting Off-Page SEO activities, such as page speed, header response, redirects, fixing broken links, and even duplicate content as these are all key factors in your website’s health and they eventually will have an impact on your SEO efforts. 

Once your On-Page optimisation is complete, it’s time for you to develop your Off-Page SEO strategy and find out the perfect recipe for your brand in order to get more traffic to your website, rank higher in the search results and ultimately, grow your business. Next time, we are going to discuss everything you need to know about Off-Page SEO so make sure you come back to find out how you can start performing SEO tasks that will help you achieve your business goals. 

Are you thinking about investing some of your marketing budgets in SEO but you’re not sure where to start? Luckily for you, this is exactly what we do! As a digital marketing agency, we can help you with that, all you need to do is get in touch with us today at hello@socialgamma.com.

Top Five Clients That Will Benefit from Hiring a Boutique Digital Marketing Agency

July 27, 2020 Posted by Uncategorized 0 thoughts on “Top Five Clients That Will Benefit from Hiring a Boutique Digital Marketing Agency”

It is no surprise how critical marketing operations can be in scaling up your business. You have two options, (1) hiring in-house marketers or (2) outsourcing. When it comes to outsourcing, there are dozens of options at your disposal. You can hire through various online platforms, approach a variety of different agencies, or look for freelancers within your own networks. Depending on who you are, you will find the right fit accordingly. We often do not see hiring from the other party’s point of view and merely go out looking for the best we can find. However, it is important to figure out what type of client you are and the kind of interaction you are looking for. The intention must be clear from the onset. Hiring a digital marketing agency, specifically a boutique firm with a highly skilled team, will tremendously benefit you if you identify yourself with one of the following five types of clients:

Established large firms looking for some creativity

There is a reason why large corporations outsource their work to either established creative agencies or boutique agencies that can help fulfil their brand awareness goals. With their already large audiences, creative content is key in order to increase engagement. In today’s fast-paced social media world, it is important to deliver creative content regularly and keep your audience engaged. Larger agencies do not provide the speed, efficiency, and creativity that comes with a smaller, agile team. The special thing about hiring boutique agencies is that younger individuals on the team are able to share their creative ideas and push them to the surface. The barriers are breaking and the marketing heads of larger companies are now more open to the idea of smaller agencies consulting on major projects as they believe it will help align their brand with their audiences through independent creative processes and distinct concepts. 

Tech-savvy companies

Businesses that provide either software-based products or services are more likely to use digital advertising versus print media to promote themselves. Tech-savvy teams are easy to communicate with, as well as easy to approach for feedback and approvals. Moreover, they are able to understand the intricacies involved in a successful marketing campaign (which is often based on a successful website, timely CRM management, etc.). From the company’s perspective, it is important that they can rely on an agency that is able to implement changes quickly and fulfil technical tasks that are necessary as part of the marketing process. It is easier to work together when you speak the same language.  

Well-funded startups

Effective marketing strategies require a minimum budget. Agencies can be like well-oiled machines that provide you with all the necessary support to propel your business. With too small of a marketing budget, the return on investment is marginal. In these instances, it is sometimes more effective to hire a freelancer to help you get to the next step at which point you can look for additional funding options. Another option for SMEs and smaller businesses is hiring a digital marketing agency to create a stellar marketing strategy and implement it either yourself or hiring a more affordable freelancer. Some individuals who are not as familiar with digital marketing do not realise that having a website and a small presence for the sake of having something online is not effective enough. Your website is just the front door to your business, however, you need a way of attracting visitors. In the end, you either pay by using your time or money. There is an investment required and it is important to strategically pool together talent that can help you execute an effective plan. 

Businesses that know exactly what they want

The first step in any marketing plan is to define your objectives. Whether it is brand awareness, generating conversions, lead generation, gaining market share, or engaging with your audience, it is important to know what favourable results would look like. Painting a good picture helps align all marketing efforts towards clear and measurable objectives. Digital marketing advantageously allows you to easily measure and track results compared to other offline marketing activities. Whether you are at the top or bottom of the funnel, it is possible to track the results. Define your goals as it is important to know what the problem is before finding a solution.

Companies looking for the full package

No one succeeds alone. As businesses grow, they require various skill sets. The benefit of hiring an agency is that you do not have to go about the recruitment process again and again. If you initially find synergy with individuals that are part of the agency, it is bound to translate with others on the team. The agency effectively becomes an extension of your team. Whether you need copywriters, graphic designers, PPC marketers, SEO specialists, or web developers, agencies can be that one-stop shop and can be the end to all your time-consuming recruitment efforts.

Are you looking for a digital marketing agency? Look no further! Get in touch with us today for more details at hello@socialgamma.com to enquire more. 

2020: Top Social Media Trends That Will Help You Grow Your Online Presence

July 17, 2020 Posted by Uncategorized 0 thoughts on “2020: Top Social Media Trends That Will Help You Grow Your Online Presence”

With a turbulent and unexpected start to 2020, industries across the globe have had to face novel challenges that COVID-19 and consequently, the lockdown, have posed to businesses of all sizes. While some industries, such as the hospitality industry, have been dramatically impacted by this crisis, others continued to operate, however, not under normal circumstances. We noticed increasingly more sectors embracing technology solutions in order to adapt to a fully remote environment. As a result of this, more and more businesses also shifted their attention to building and growing their social media presence, investing more in their online advertising and trying (maybe more than ever) to build and nourish their relationship with the target audience. 

Following big changes in the social media world, such as the recent removal of likes, you may be interested in discovering the major social media trends that you need to watch in 2020 and how you can use them to grow your presence in the digital space.

Social Media Listening 

A growing trend in the digital space is social media listening. With a multitude of tools that allow companies and brands to tap into social media conversations, you might want to include this in your online strategy. Social media listening will enable you to access data and insightful information that could completely transform your marketing strategy. Who knows, you might end up learning that there is a specific group of individuals who you’ve eliminated from your target audience that actually have a pain point you’ve never considered. Social media listening gives you the opportunity to cater your product or service to them! 

Video Content

If scrolling through your social media feeds, you ever get the feeling that there’s more video content than ever, you are right to believe that and you need to embrace it cause more of it is on its way! Video content has completely revolutionised social media in recent years and all statistics point to the fact that video content will definitely dominate your feeds in the years to come. Out of all content types, it sure looks like we have a winner. Even with paid social, we are witnessing an increase in the number of dynamic advertisements and video-based ads.

Influencer Marketing

In the past decade, we have seen influencer marketing growing consistently from one year to another, yet lately, this particular sector has been facing challenges that have forced marketers to reconsider their influencer marketing approach. While it initially started as a way to promote brands and products cheaper than through traditional or online paid advertising, the digital space is now dealing with incredibly popular influencers who are charging significant amounts to promote brands. That would not be such an issue for marketers if they were confident that influencer marketing is the optimal technique for their client, but what happens when that influencer doesn’t deliver on the metrics to the level expected? Influencer marketing is still one of the most effective ways to market your brand, however, marketers are now turning their attention to niche influencers, small and local individuals who have a very powerful connection with their audience. Turns out it is more effective, as well as more profitable, to work with a small network of nano and micro-influencers, rather than going for one big influencer.

Ephemeral Content 

According to Influencer Marketing Hub’s recent report on social media trends for 2020, the interest for content that is only available for a short period of time (Snapchat, Instagram and Facebook Stories) is on the rise and will continue to gain more popularity in the future. With short, punchy content to watch, online users are more likely to spend hours (yes, hours!) scrolling through Instagram Stories. Whether we’re talking about organic or paid social media marketing, this social media insight can be particularly helpful when developing your content marketing strategy or ads placement. If your target audience is predominantly active on Instagram, it is likely that they also spend a significant amount of time on IG Stories. Why not use some of your ad budget to experiment with IG Story ads and see how they perform?

Customer Service 

Customer Service on social media is probably one of the most important aspects of your online strategy, especially if we refer to medium to large companies. It is crucial to build relationships with your online community and a big part of this community is represented by individuals who are loyal customers, occasional customers or potential customers. Besides everything else that you are integrating within your marketing strategy, it is now clear that online users expect companies and organisations to respond to their online enquiries and they also expect a response within a few hours. What’s more, according to a statistic released by Go Globe, 60% of customers who complain on social media expect a response within an hour. 

User-Generated Content

Not necessarily a new trend as UGC has been in the books for businesses in recent years, however, still a trend that is showing potential growth in 2020. As part of their content marketing strategy, big brands across the globe are using more and more user-generated content in their organic, as well as paid marketing campaigns. The high engagement rates for UGC is not the only benefit, as user-generated content is also completely free! 

Social Media Communities 

Social media groups were always there but as it turns out, they’re making a comeback! Gaining more popularity by the year, Facebook groups, for example, are no longer just a forum, instead, they become a community where online users can exchange opinions, tips, ask questions and get relevant information and content. Big brands have jumped at this opportunity and companies such as Conde Nast are building social media communities personalised for specific audiences (young, female, solo travellers is one of them, as an example) where they can promote and publish high-quality content that is customised to their audience’s preferences and therefore, building a stronger relationship with those who will potentially become customers for their products and services in the future.

With reports from marketers at Hootsuite, Influencer Marketing Hub and others, we are also looking at a transition towards personalisation, technology adoption (VR and AR) and private engagement for a more personal, relevant and highly targeted marketing strategy across all industries. Even though the social media world is constantly changing, your audience is most likely spending a significant amount of time already on some of the most popular social media platforms, meaning that you can leverage these channels to reach your target audience, generate leads, increase sales or build brand awareness. If you would be interested in social media marketing but you’re not sure where to start, feel free to reach out to us at hello@socialgamma.com and we will be happy to discuss it further with you. 

How To Keep Your Writing Concise

July 10, 2020 Posted by Uncategorized 0 thoughts on “How To Keep Your Writing Concise”

In today’s digital world, we are constantly being bombarded with information. Whether we’re relaxing while watching TV, keeping up-to-date with friends on social media or on our commute to work, our minds are constantly wading through a never-ending stream of content. So, cutting through the noise is no easy task for a brand. This means that when crafting copy, above all it must be concise. Of course, it should be interesting, informative and engaging but most importantly, it needs to get to the point quickly. If you follow these tips, you’ll be writing attention-grabbing web copy, succinct blog posts and captivating captions in no time.

When creating copy for your website, you need to tread the fine line between providing an intimidating amount of information and not providing enough for it to be useful. Your website is where potential customers will go to learn about your offering so you should certainly include all the relevant information that will persuade them of its value. But, do not include this in one long paragraph at the top. When scanning over your site, users want to see small chunks of text that are easily digestible with just a glance. Use headlines, bullet points, numbered lists and bold or italicised text to help with this and be sure to complement copy with corresponding images. Remember that not everyone who visits your site will scroll down so place the most important information at the top and be sure to include unique keywords on each page too to give your site maximum exposure on search engines like Google.

Social media already lends itself to bite-sized chunks of copy and some sites even impose their own character limits, so writing concisely is key. With social media, you want to be posting little but often. If you have ten things to say, spread them out over ten different posts. This will make each one more impactful and allows you to keep your captions short and punchy, ensuring they are easily comprehendible for your audience even if they only scan quickly over your post. Again, remember that many people won’t click on the “see more” button, so be sure to include the most pertinent information in the first few lines. If you’re struggling to condense the key message into just a few lines, try removing unnecessary adverbs, technical words or jargon.

Everyone knows that blog posts include a much larger block of text than a website landing page or a social media caption, but that’s not an excuse for including unnecessary words, sentences or paragraphs. In fact, that’s even more reason to keep your writing concise and encourage users to read to the end. When crafting a more lengthy piece of writing such as a blog post, it can be helpful to create a structure prior to writing using simple bullet points. If you spend time planning what to say in the introduction, the body text and the conclusion, you’ll find it much easier to remain on topic when you do begin writing and to avoid adding unnecessary and irrelevant content that will distract from the key message.

When writing any sort of copy, whether it is for your website, social media pages, blog or indeed any other kind of marketing material, proofreading and editing your text is essential. It can be helpful to begin with an initial draft since this allows you to gather your thoughts and get them down on paper. However, this initial version is likely to be long and wordy, including many unnecessary sentences and irrelevant points. So, proofreading is an important step in the copywriting process that should not be omitted. Some questions to ask yourself as you read over your text are: Does this adjective add anything to the sentence? Is this adverb essential for the meaning of the sentence? Have I repeated the same point twice using different words? Have I included too many clauses in one sentence? These questions should help you easily identify words that can be instantly cut, paragraphs that can be significantly shortened and areas where amendments are required, which will ultimately result in higher-quality, more concise and therefore more effective copy.

Writing concisely is essential in today’s digital world where a steady stream of content is readily available at just the click of a button. However, to do it well is a challenge and important stages such as proofreading and copy-editing can take a considerable amount of added time. Nonetheless, the rewards that come from investing this time are bountiful as you’ll find much higher engagement with your content, maybe even an increase in people sharing it with their networks and thus increased awareness of your brand and your offering.

Intuitive Marketing 101

July 3, 2020 Posted by Uncategorized 0 thoughts on “Intuitive Marketing 101”

In today’s consumer-facing world, it is imperative to understand how to sell the brand and not the product. It may look like your competitors are selling their products on the fly. It may also seem like they cracked the code in a ‘volumes’ game. At the surface, it may seem that they made the decision to market this product and have created this buzz. However, there has been extensive work at the core and investment into the brand ethos. This then resonates and trickles down to help with fulfilling your business goals, sales targets, KPIs, etc. As you work backwards at a deeper level, it is important to understand the following five tips in marketing intuitively:

Ensure that your core values connect with the core values of your customer

Nowadays, customers have unprecedented access to information meaning more and more, they are considering a brand’s values when deciding whether to buy from them or not. This makes it more important than ever to have strong values that not only connect with the core values of your customer but also are reflected in every function of your business. Engage with your consumers to discover what is important to them and incorporate these values into your brand and the way that you do business. 

Customise your products/service to give it a human touch

A little customisation can go a long way. By showing your customers you’re willing to adapt your products or services to their needs, it demonstrates that you care about what they want. This element of personalisation creates significant value for your customers and inevitably leads to increased satisfaction and brand loyalty too. If customers know they can get exactly what they want by coming to you, then why would they ever need to go to a competitor? 

Know your market so well that you can anticipate future consumer needs

Those brands that are most successful are the ones that provide a solution to their consumers’ problems before they even have a chance to realise it is a problem. They are in touch with their consumers’ lifestyles, the challenges they face and their goals, and as a result, can respond quickly and agilely to any arising changes. Take the time to understand your market and keep up-to-date with your consumers. Put yourself in their shoes so you are ready to seize opportunities the minute they arise. 

Let your brand speak for itself

Your brand can have a personality and voice of its own. In fact, it should do if you want to build trust with your consumers. Defining your brand’s voice is a great way to build a connection and make your brand stand out from the sea of content that your consumers are faced with every day. Your voice gives your business its own personality – whatever you want that to be – and reflects your values. It should be consistent across your website, your social media and all your other communication channels. If customers can relate to your brand’s voice, they’re much more likely to feel a familiarity with your business and to become advocates. 

Have human ambassadors that can vouch for your brand

Consumers prefer to buy from another person than from a faceless brand, so you should always look for ways to humanize your brand. Having human ambassadors can help build trust since consumers will look favourably on positive reviews and recommendations from credible people. Ambassadors can also help to spread awareness, boost your reputation and ultimately grow your brand.

5 Things You Need To Consider When Creating Content For International Clients

June 26, 2020 Posted by Uncategorized 0 thoughts on “5 Things You Need To Consider When Creating Content For International Clients”

When you’re working with global clients, it is important to ensure that you are aware of all of the elements that might impact the content and your client’s image and reputation. As more and more brands and organisations are now looking for content marketing strategies that will provide real value to their global audience, it becomes clear that content needs to be customised to each target group. What might be very engaging and effective in Spain will most likely not have the same effect in Japan and while the engagement rate is very important, this might be the least of your problems. What happens when the promoted content is offensive or inappropriate in the area where you are publishing it and how can you prevent this from happening?

Well, if you are building a content strategy for one of your clients in an area you are not familiar with, it might be worth focusing on researching first in order for you, as a marketer, to get a better idea of any habits and interests that audience might have. Once you have already formed an idea about that, here are 6 things you need to consider when creating content for international clients:

Translation and Slang 

As you are building a marketing campaign to launch a product in a new market, you will mention the name of your product, as well as the campaign slogan, pretty much all the time. It is crucial to check the meaning of the words (or the way they sound) in the country or region where you are launching it. You will think this is a no-brainer and shouldn’t even be mentioned, but you would be surprised to find out how many brands have failed to do that. 

A classic example of translation gone wrong is Pepsi with the “Pepsi Brings you Back to Life” campaign. In China, the translated slogan actually read “Pepsi Brings Your Ancestors Back from the Grave”, which is obviously not what they intended. When Swedish company Electrolux launched their vacuum cleaner in the U.S., the translation of the company’s ad read “Nothing sucks like an Electrolux”, which did not appeal to U.S. shoppers. 

Local Calendar

If you’re creating content for an international client and especially when you are managing their social media, it is crucial to be aware of local holidays and the significance of certain dates. You can either write all the dates in your calendar or can use a calendar tool (there are plenty online) where you can customise your own calendar. It will have international holidays and you can also add any other dates that are relevant to your audience or your client, depending on their area. At Social Gamma, we even create these calendars for some of our social media clients depending on their industry. For example, we have worked with clients within the nutrition and wellness sector and keeping a calendar with fun dates, such as Pancake Day, helped us stay on top of trending social media content and also provide our audience with recipes, recommendations and tips for healthier alternatives. 

When considering creating a calendar, keep in mind this might not only serve as a checklist for local holidays but also as a reference document for when you plan to launch a new product or service. Timing is a key element that will contribute to the success of your launch and it would be a shame to do it at a time when it won’t have the same impact or worse, be deemed as inappropriate. 

Cultural Differences

This is probably the most important or at least, one of the top things marketers need to consider when creating content for international clients. As more and more brands started taking a global approach to their marketing, they completely forgot to add the local touch and ensure they adjust their marketing messages accordingly. A perfect example of how this can go wrong quickly is Pepsodent. The oral care brand prepared to launch their toothpaste in a new region without factoring in that their marketing approach might not be suitable for that specific area. “Pepsodent attempted to sell its toothpaste in a remote area of Southeast Asia via a message that stressed how the toothpaste helped whiten teeth. Unfortunately, this campaign had little effect, as this was an area where many local people deliberately chewed betel nut in order to achieve darkly stained teeth – a sign of prestige.” (Mueller, B., 2011. Dynamics Of International Advertising).

Local Influencers

If you are focusing your attention on social media and are thinking of building a strategy that includes influencer marketing, always keep in mind that there are local influencers that you can collaborate with on your campaign. Not only they understand their audience’s interests and needs but they will also be credible brand ambassadors. With a followers base made up by locals, these influencers are trusted by their audience to promote products and services that benefit them and their lifestyle. 

Now is also the time to look into smaller influencers (micro and nano) who usually have smaller local audiences and higher engagement rates. You will be thrilled to find out that sometimes, a strong base of micro and nano influencers can perform better and spread the word about your product faster and more effectively than one big influencer. 

Time Difference

This is available more for scheduling and publishing the content, rather than creating it but I thought it is a key element that some marketers don’t consider as important. I feel it is important specifically regarding organic content on social media, where you want to maximise your reach, impressions and eventually, engagements. We work with global clients who are based in Singapore, Bangladesh or India and since we are based in London, it is crucial to ensure that posts go out at an optimal time in the client’s time-zone. 

That being said, after you’ve made sure your content is suitable for an international audience, the last step before publishing it would be to take into consideration the time-zone in which you are sharing the content and take advantage of the optimal time for it. 

As a digital marketing agency, Social Gamma provides full marketing services to clients across the globe and can help you create customised content that will enhance your online presence and achieve your goals in the digital space so don’t hesitate to get in touch with us today.

The Difference Between Paid Marketing And Organic Marketing

June 22, 2020 Posted by Digital Marketing 0 thoughts on “The Difference Between Paid Marketing And Organic Marketing”

In today’s world, we can benefit from so many marketing tools and techniques that it makes it difficult to choose! With various marketing strategies at your disposal, it is important to determine which ones will work best for you. The following will help you understand what these are and what they are used for. Both paid and organic are tremendously important and most businesses use a healthy mix of both to optimise their marketing efforts. I like to think of the campaign-types as superheroes. Each one has different strengths so using a combination is generally the best way to fight the battle. Paid marketing is faster, often at a higher price, and is more measurable. Organic marketing is more steady, provides longer-term effectiveness, and can be used to establish yourself as a thought leader within your industry, as well as to boost brand credibility. 

Since search engines have existed, there have been digital marketing activities in some form or another. For businesses today, there are various channels you can explore to achieve your business goals digitally. Note that I said business goals digitally, not your digital goals. It is important to work backwards from your business goals in order to determine the best strategy for achieving them. 

Here is a list of organic marketing activities:

  • SEO link building
  • Podcasts 
  • Social Media Marketing 
  • Email Marketing 
  • Content Marketing
  • Guest blogs

Here is a list of paid marketing activities:

  • LinkedIn Sponsored inMail, Sponsored Content, Text Ads
  • Facebook Ads
  • Instagram Ads
  • Twitter Ads
  • Google AdWords
  • Bing and Yahoo Ads
  • Amazon PPC

I’m sure I haven’t even exhausted this list as there are new marketing tools available to us regularly. As a non-marketer, there are actions you can take to fulfil your goals online and with a little bit of guidance, you can easily get started. However, as digital marketing becomes more competitive, there is a wealth of knowledge required to manage these activities. Thus, it is important to pick a few channels and focus specifically on those rather than spreading yourself too thin. 

Organic Marketing

  1. Organic marketing is intention-driven and is labour intensive. You manually promote creative content, whether this is visuals or copy.
  2. Organic marketing spans all social media platforms, search engines, and websites.
  3. Organic techniques are mainly used for “top of the funnel” brand awareness activities to familiarise your target audience with your brand, tone of voice and product/service.
  4. These activities are used to establish yourself as a thought leader in your niche or industry. It is a great way to educate your audience on the problem-solution fit and product-market fits that your brand looks to achieve.
  5. Bottom line is that the more relevant and original content you create, the greater your chances are to attract an engaged audience. The effects of the content generated digitally last for a long period of time making this a long-term investment.

Paid Marketing

  1. It is possible to run paid campaigns across various digital channels but the objective must be clear. It is specifically to drive certain actions from your audience.
  2. Paid marketing is often more expensive than organic since it involves Cost-Per-Click or CPM (Cost-Per-1000 Impressions) campaigns. However, organic can become expensive too if you are producing regular content for your digital channels as it involves a tremendous amount of talent and labour. 
  3. Paid marketing achieves short-term results that can be advantageous to your business when you rapidly need to grow. Alternatively, it can also help with ‘failing fast’ when you want to receive feedback on an assumption and quickly validate it. 
  4. Paid marketing helps with conversions, traffic campaigns, brand awareness, lead generation, driving impressions, and acquiring larger audiences quickly.
  5. These campaigns help with achieving a promising ROI or ROAS on direct and measurable investments made.

Both paid and organic have their advantages. It can be easy to be mesmerized by the effects of any superhero. However, which one will save your day? If you would like to learn more about what your strategy should be, which channels you should use, and further insights on your potential to grow within your industry, contact us at hello@socialgamma.com 

Creating A Blog Your Users Want To Read

June 12, 2020 Posted by Uncategorized 0 thoughts on “Creating A Blog Your Users Want To Read”

Blogging is a great marketing channel that can provide your business with both online visibility and credibility within your field. It’s likely that there are other companies out there offering a similar product or service to you. Creating a blog is a great way to set you apart from your competitors. It gives your business a personality and the chance to share information and insights that will make you stand out. But sometimes, it’s hard to know what to write about. Finding the right balance of entertainment, interest and information can be tricky. So, we’ve put together a few tips to help you create killer content that your users are going to love.

The following diagram illustrates the perfect choice of a blog post. The topics you choose should sit in the middle of the three circles – they should have the potential to drive high volumes of traffic to your site, they should be highly relevant to your offering and for the greatest success, the subject matter should be a novel topic with relatively little content already available.

Share information about your product or service

One of the main reasons people visit your site is to learn more about your product or service. So, your blog is a great place to share what really sets your offering apart. Maybe you follow an innovative process, source materials from sustainable suppliers around the world or have a unique and exciting way to welcome new customers. This is your chance to shout about it and let readers know why your product or service is so great. Make sure your posts are clear and concise, avoid any technical jargon and include appealing visuals that illustrate the points you’re making.   

Incorporate a human element

Humans love learning about fellow humans. Be sure to balance out the product-focused posts with those with a more human touch. You could share the story of the origins of your company, focusing on where the idea came from, the challenges you faced and any key milestones along the way. This will allow readers to feel a connection to you as a person, and not just see your business as a soulless entity. Alternatively, focusing on the people who make up your business is another great way to incorporate human interest into your blog. You could do a Q+A session with some of your team members or share details of what they get up to behind the scenes. Anything that keeps your blog friendly and relatable is likely to build trust with your readers.

Give advice

As a business with a successful product or service in your industry, people will look up to you for advice on achieving their own goals. Compile posts with handy tips, step-by-step instructions or some useful insights into the knowledge you’ve gained during your career. If your post is filled with helpful and practical advice, readers may even bookmark it to refer back to when they need a reminder, which is great for keeping your brand at the front of people’s minds. Incorporating well-designed infographics that readers can easily share will also help increase your reach and establish your blog as a useful and knowledgeable resource.

Share industry updates

If someone has an interest in your product or service, it’s likely they’re also interested in the industry in general. Keep up to date with current news and trends and share this on your blog alongside your own opinions and, of course, how this relates to your business and why it might be relevant for your customers. By showing readers that you’re on top of the latest developments in the industry, you’ll gain authority in the field and your blog may even become a place people visit to keep themselves informed, which will drive lots of traffic to your site. This kind of post is likely to get shared on social media too, which is another great way to build awareness of your brand.

Be inspiring

People are much more likely to read your blog if it makes them feel good. Keep your tone upbeat and make sure you leave your readers feeling positive, even empowered. If you’re giving tips, ensure they’re easy to follow. If you highlight an issue, make sure you emphasise how to solve it – even better if your product or service is the perfect solution! Remind your readers of the values that your company believes in, and inspire them to instil similar positive values in their own lives. Just remember, those reading your blog are already a captive audience so always ensure you give them enough reason to come back!

While blogging can bring many benefits to your business, it can also take a significant amount of time which is something many teams don’t have a lot of. If you’d like support from an agency in creating engaging and well-informed content for your blog, please get in touch with us at hello@socialgamma.com or visit our website at www.socialgamma.com – we’d love to help!