Posts in Uncategorized

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.

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!

How To Launch a Product or Service on Social Media With a Very Limited Budget

June 8, 2020 Posted by Uncategorized 0 thoughts on “How To Launch a Product or Service on Social Media With a Very Limited Budget”

You have a product or a service that you would like to launch to let the world know just how good it is and how it would benefit them. The only problem is that you have a small or non-existent budget and that quickly becomes a real challenge. Is a launch even possible with a very limited budget? Yes, it is! Sure, it might be easier to achieve your digital goals when you have large budgets allocated to creating a complex website, being present on all social media channels, running paid marketing campaigns and investing in intense PR activities. However, if that is not an option for you, there are still techniques and activities you can do to launch your product successfully and raise awareness of your brand. 


Define Your Goal

Are you putting a strategy together? When you have no budget, it can seem overwhelming figuring out which methods will allow you to launch your product or service without breaking the bank while still being as effective as possible. Well, the first step in creating a strategy is defining what your goal is! You might have chosen social media as a cost-effective launching strategy, but now it’s also important to understand how you can use the platforms to achieve your goals, whether you are looking to increase brand awareness, generate sales or get sign-ups and build an email database for your service. 


Figure Out Launch Date

Just like any other event, you need to figure out when your social media launch is taking place. Not only will this date act as a deadline that will help you strategise and develop an action plan to stick to, but it can also work to your advantage. Do your research and learn more about your ideal date. If it is the start of a new season, your launch could be linked to that. On the other hand, if your launch falls on the same day as a holiday or event that is celebrated all over the world, social media feeds will most likely be dominated by this, which could be a major disadvantage when trying to maximise your reach on the big date! 


Define Pre-Launch Timeline

Once you know what your goal is and have a date in mind, the only thing that’s left to do is compiling a plan for all the different activities and aspects of the launch, including everything you and your team need to do before the launch date. You will want to brainstorm and come up with creative ways in which you can promote your product on different platforms and ensure all content is optimised and ready to go. Now is the time to split your budget and understand what is worth spending on. Regardless of the size of your budget, here are some things to consider when launching your product or service on social media:

Giveaway

Who doesn’t love a giveaway? It’s not something just any brand can do, but if you have a new skincare product that you are excited to launch, a giveaway can be a great technique to market your product and also raise awareness of your brand. Do it right and you will also get new followers on your social media profiles, eventually resulting in online engagement. 

Online Contest

If a giveaway is not something that would work for your brand, consider hosting an online contest on your social media profiles or website. The prize can even be a free trial of your service or product testers. Alternatively, if your business is in the tech sector, for example, maybe you could consider offering the winner a free ticket to a great tech conference or a similar event that your audience would be interested in. 

Facebook/LinkedIn Groups

A great place to start engaging with people within your industry or target audience can be Facebook or even LinkedIn groups. You might already be following relevant hashtags on LinkedIn to ensure you are always up-to-date with online trends and news but have you ever thought about targeting groups? Just by doing a quick search on LinkedIn and Facebook, you are likely to find several groups where people discuss topics and answer questions related to your product or service. There, you can post content and participate in discussions, as well as promoting your products or services. Keep in mind that you should read the group’s guidelines before joining to ensure that they allow the sharing of marketing material before you publish in it. Breaking the rules can get you banned from the group and could damage your reputation. 

Feed/Story Takeover 

Another way of generating engagement is to organise takeovers, either on your feed or story, where guests can share content, ask questions or post live videos discussing relevant topics with your followers. When a guest takes over your profile, your reach expands to their following as well, as their followers are also likely to be interested in what they have to share or talk about. With a weekly guest on your profile, you can generate brand awareness and engagement, while also sharing valuable content to your online audience. 

Bonus tips to support social media efforts: 

Email List – Newsletter

If you have a website and you’re about to launch your product or service, it might be helpful to introduce a one-time offer (eg. 10% discount) for new visitors who subscribe to your newsletter or provide their email address to receive future company updates from you. This is a great technique for compiling an email list to whom you can later send monthly newsletters, sharing educational content and marketing material, as well as calls to action persuading them to test your products or follow you on social media. 

Contact Magazines/Reach Out to Journalists 

Small and very small businesses often do not have a budget for PR, which makes it difficult to raise awareness, especially when you are just launching your new product or service. Create a media kit including a press release and other marketing materials that tell the story of your brand, which can be shared with individuals in the media sectors who might be interested. They may even share it on their profiles or write an article about it. 

Flyers

As a local business with a very limited budget to do online promotions, you can support your social media efforts by printing flyers and sharing them in your local neighbourhood. If your shop, for example, is close to a tube station or bus stations, this might be a golden pot for you. Try to create a simple, informative and engaging flyer to really catch people’s attention and use it to tell people about your business, as well as your online presence. 

There is no exact recipe for the most effective way to launch a product or service with a very limited budget; however, you should experiment with multiple techniques and share valuable content for your target audience across several platforms which are relevant to your industry. Far from being an easy task, this will take a significant amount of time but it can be done by yourself if you’re looking to save money. If you are planning a social media launch with a limited budget, but would still like to get in touch with an agency that can guide you and help with content creation, feel free to get in touch with us at hello@socialgamma.com or via our website, at www.socialgamma.com, we would love to hear from you! 

The Importance of Knowing Your Audience

May 29, 2020 Posted by Uncategorized 0 thoughts on “The Importance of Knowing Your Audience”

Looking to improve your marketing efforts? The first step is to know your audience. Who are you selling to? What are they looking for? Often, we hear of problem-solution fit, but equally important is the product-market fit. You are not simply looking to solve a problem but to take it to scale and get customers. Below are 10 tips to help you understand what it means to know your audience.

1. Create Customer Personas

Whether or not you are outsourcing digital marketing to an agency or doing it yourself, you, as the biggest fan of your product or service, already have valid assumptions about your customer. Thus, it is important to collaborate with your team and create customer personas that highlight these assumptions. These personas detail various aspects of your target customer. This usually covers age, gender, location, ethnicity, spending habits, political views, values, hobbies and interests, profession, education, household composition, household income, and more.

2. Conduct brand awareness campaigns to understand who you are drawing in

Upper funnel campaigns including traffic and brand awareness campaigns can help decipher your audience demographics, behaviour, interests, habits, and history. Depending on which digital channels you use for these awareness campaigns, you can gather a range of data describing the specifics about those who are reacting to your advertisements.

The diagram below is a commonly used funnel to describe the various steps of a marketing plan depending on the goals you are looking to achieve. Starting with a broader brand awareness campaign can validate your assumptions and help to gain a better understanding of your general audience. This allows you to narrow down and hone in on market segments that are most responsive and focus on selling to them. This way, you save time and money by avoiding irrelevant and non-responsive audiences.

3. Do not think that “niche” is the same as a defined audience

Niche is a term loosely used to describe the industry you are in. It does not provide enough clarity to explain who you are selling to. If you are trying to create a community, it cannot be inclusive of everyone in your industry. It has to be tailored to a specific market segment. Even if your product or service is something that can be sold to the masses, you would still want to start with either a single segment or a few segments. The advantage of having a mass-selling product or service is that you can split test (which we will touch on later in this article) and understand your audience further.

4. Understanding data effectively and using it in your favour

Look at the data you already have, whether it is the number of sales, most purchased products or services, or cost-per-acquisition (CPA) figures. This is the WHAT, but we also need to know the WHO. Once you have a sufficient amount of data, you are able to draw conclusions and make forecasts on your marketing campaigns. You are also able to create customer personas more accurately.

5. Split testing

This is also known as A/B testing and is a tool used to compare audiences’ reactions to your advertisements. This helps draw conclusions on the responsiveness to your brand and/or your specific product or service. You can see which campaign delivered better results. You can further analyse the data to then draw conclusions, which may lead to tweaks in the marketing approach down the line.

6. Use personalised messaging and a customer-centric marketing approach

This will help to gauge the reaction within campaigns and help with further discovering your audience’s preferred tone of voice. As you keep improving the copy and iterating the messaging regularly, you will eventually discover the most favourable dialogue to use for your target audience. This is invaluable as finding this “sweet spot” can lead to further market opportunities within your chosen segment.

7. Know your competitors

Sometimes knowing who your competitors are is a great way to benchmark where you sit within the industry. Once you know exactly who your direct competitors are, it is easier to determine market size using data tools and further fine-tune the details of your campaigns. The subtle preferences of audiences can be discovered by analysing audience reactions to your competitors’ campaigns.

8. Personally interact with your target audience

Often, you can understand your audience by using your soft skills versus direction questions. Engage in conversations with them and ask open-ended questions to further familiarise yourself with their ideologies and values. This will help determine aesthetics, tone of voice, and overall branding for your products and services. Listen to them and absorb as much as you can. 

9. Monitor engagement on social media platforms

Review comments and messages regularly on your social platforms to understand the sentiment of your audience. These are real people who are reacting to your brand. It does not get more direct than this. Whether it is positive or negative, these reactions are extremely useful in validating assumptions about who likes or dislikes your brand. This will help as you iterate your digital content and continuously improve and tailor it to your most positively responsive audiences.

10. Create surveys to quickly discover audience preferences

If you are looking to introduce something new to your audience or explore an unknown assumption, surveys are a great and quick tool to assess reactions, preferences, and opinions. There are various tools at your disposal using the digital channels to conduct these surveys. You will be able to benefit from these exercises as you are designing the survey and can tailor all the questions. Please ensure that you ask relevant questions and ones that actually help with the assumptions you are looking to validate.

How To Define Your Marketing Persona

May 15, 2020 Posted by Uncategorized 0 thoughts on “How To Define Your Marketing Persona”

Widely known in the marketing industry, your target audience is key to the success of your marketing strategy, regardless of budget spend, chosen channels or industry. Whenever you are looking to determine your target audience, you must pay attention to demographics, taking into account geographic location, age, sex, religion, marital status, income and other important elements. 

Whether you have just a rough idea of who you’re trying to target or you have already developed a more complex description of your target audience, it is important to dig deeper and really narrow it down to factors beyond demographics in order to start building up your marketing persona. 

Sure, knowing that you want to target young women in the 25-30 age group based in London begins to paint a picture of who your audience is and, while this is helpful, it’s just the first step in the journey of determining your marketing persona. Now is where you want to look at psychographics and learn which of these young women would genuinely be interested in what you’re offering. What are their psychological tendencies? What are they passionate about? What does their lifestyle look like? You also should find out their interests and hobbies, where they get their favourite products from and their expectations and experiences with products or services that are similar to yours. 

Understanding their lifestyle will help you to really determine what impact it has on their consumption behaviour and that will contribute to your overall strategy and get you a step closer to achieving a better conversion rate. 

All of this might sound overwhelming but follow these steps and you will have gathered a lot of useful information about your marketing persona before you even know it. 

Firstly, you need to really define your target audience as a group through the demographic characteristics. 

When looking at demographic factors, they might not all be relevant for your target audience, but you should still consider them all when determining your ideal audience.

Here are some elements you should analyse:

  • Age
  • Sex
  • Ethnicity
  • Education Level
  • Income Level
  • Marital Status
  • Occupation
  • Living Status
  • Nationality
  • Political Affiliation
  • Religion

Once you have already created a group of people that you plan on targeting based on demographics, it’s time to narrow it down and research the psychographic information to start building your marketing persona.

These should consist of:

  • Lifestyle
  • Interests and Passions
  • Beliefs
  • Personality Traits
  • Activities
  • Preferences
  • Values
  • Opinions 

When you supplement your demographic persona with psychographic elements, you will have a much more complex profile. All that’s left to do now is make sure this profile is relevant to your brand. You now know a lot of information about your marketing persona. You know about their behaviour, their personality, where they are located and a lot of additional information from researching their generation. This can all be incorporated into your marketing strategy when creating campaigns targeted at them. Your final milestone is taking all this information and using it to understand how and when your brand is relevant for your marketing persona. 

To achieve this, create a document or a slide and add everything you have learnt about the persona you’re building, adding as much detail as possible, even assigning them a name. A good strategy, suggested by Quicksprout, is to use your marketing persona’s demographic information to identify when they were born, look for the top baby names in that year and choose one for your persona. By the end, you will be able to see a complex profile which will provide valuable insights into which marketing techniques will maximise conversions and really speak to your audience. 

If you’re not sure where to begin, a good starting point might be to look at statistics and research general psychographic information for the generation of your target audience. From there, you will be able to find out more about other details and don’t forget to look into credible and multiple sources to ensure you have accurate data.