Small Is The New Big
If any of us remember Jerry Maguire’s late night, pizza-induced rant that he insisted was just a mission statement, well, this really isn’t that at all. It’s just the musings (hopefully not too rambling) of a creative director and writer who’s worked in the industry for too many years to remember. I’ve learned a lot, some the hard way, but I’ve also been blessed with working with many great folks and large agencies around the country.
After all of that I decided to start my own little agency. Six years in, I’ve realized why being smaller is something I love, and I believe is too often overlooked by many clients - simply because of appearances. Think about that for a second. As technology marches on, things have gotten better because they’ve gotten smaller. Computers. Devices we listen to music on. Cars. Planes. Things are becoming more efficient and faster and more responsive simply by going small. So, with that, if you’ll permit me, here’s why I think now more than ever, small is better than big for today’s advertising agency and their clients.
SMALL IS NIMBLE AND SHAPES TO THE JOB AT THE DROP OF A HAT
Small runs lean and mean. Here at EraserFarm, we are a small, experienced core group who, over many years, have developed long-standing, trusting relationships with many top-level strategists, creatives and experts. When a specific project calls for it, we are able to create a very specific, targeted and relevant group to work on that project - rather than having the same people work on every job they may not necessarily be as qualified for or experienced in. It also removes the heavy overhead clients are forced to pay to compensate for employees on staff. Conversely, small is able to scale up or down accordingly per assignment. That flexibility also allows us to change the business model when your competition changes theirs. And in the end, all of this helps small get into the tight little spaces that big can’t. And, come out with emotionally charged ideas that connect with people on a very human level. And that can turn your customers into salespeople as powerful advocates for your brand.
SMALL THINKS BIG WITHOUT BLOATING AD BUDGETS
A big idea that can survive the test of time doesn’t need to come with a big price tag. We’ve worked on TV assignments for global companies like Pacific Life and social content that’s distributed around the world for Outback Steakhouse. We’ve created work for national health organizations and restaurant chains like Arby’s and Bonefish Grill, gotten in the trenches with startups and local clients and partnered with our clients’ in-house creative departments too. We just don’t care about process or the way it used to be done. We are here to do the best work we can for clients in any shape or form that may take. It simply doesn’t matter what the size of the agency is. It’s the size of the thinking that the agency puts into each project without ever taking one for granted, regardless of what it is.
SMALL PUTS ONE FOOT ON THE NECK OF BUREAUCRACY AND KICKS AGENCY LAYERS OUT THE DOOR WITH THE OTHER.
One of the main reasons I wanted to start my own thing was being able to show our clients work I personally thought was worthy, without it being diced, sliced and minced up and left on the agency cutting room floor. Hey, if the client doesn’t like it, so be it. We have small egos and big, broad shoulders here. But at least we didn’t do them any disservice to not show them some thinking that could advance their brand message. That’s why we also think proactively on each client’s business and gather as an agency each week for creative thinktanks.
Know what else is great? Small means we can say whatever we want on our blogs like I am right now without repercussion. It means we answer our clients’ emails right away personally and answer our cell phone (which is on our business cards) any time of day or night. Trust me, I’m not kidding. And small works very closely with each client without putting B, C or D teams on it. Every job gets 100% from all of us because we all wear many hats here at EF.
If we define ourselves and our business in terms of how other agencies operate, we're living in an echo chamber. And, new ways of thinking will never surface to better serve today’s clients and the environment they exist in.
SMALL WORKS HARDER TO SURVIVE.
This is a no-brainer. We’re small, our rope is shorter and so you can bet your ass we will bust ours on every job to survive and keep chugging along. I’m convinced that when people become associated with an idea or company, the personal stakes get higher.
In the end, I truly believe an ad agency succeeds because they’re good. Not because they are big. You see, if you can look past just the size of an agency, you’ll discover a very valuable, powerful mindset like the one we adhere to every day at EraserFarm. And no matter how big we get, you can count on one thing: We will always keep rolling the way we started.
Small.
Let us prove it to you. Let’s grab some coffee, say hello and discuss a project we can work on together. Email my partner Cindy at cindy@eraserfarm.com and let’s get to it.
It's Official. EraserFarm And Valley Bank Are Partners.
We are so proud to share our new partnership with Valley Bank. For the past two years, we've been working with these fine folks on various projects helping rebrand the bank through an ongoing new logo, a big ‘ol Times Square takeover to announce their huge Nasdaq announcement and an ad campaign. Today, we've been named their official creative partner. With two main corporate offices in New Jersey and New York City, we've had the privilege of meeting so many of Valley's amazing team members and with them developing an all-new brand strategy. This sets Valley up for not just maintaining the strong relationship they have with their current customers, but opening doors for new audiences and introducing the brand as they roll into new markets and continue their expansion. "There is something to be said about working with people who understand you and understand your brand. Our friends at EraserFarm get us. They have played a key role in creating a voice for Valley that we love and truly touches our customers. We're thrilled about our new commitment to each other and look forward to continued successes," said Mark Fernandez, Executive Vice President/Chief Marketing Officer, Valley Bank. We're looking forward to expanding on the new campaign as we move through the year and exceeding our goals for this amazing client.
The Benefits of Infographics in Conveying Statistics and Data
I'm a big fan of infographics. I know, sounds weird. But they work well and if you're curious to know why, keep reading.
The benefits of infographics are far-reaching. They can turn difficult-to-understand information, such as data and statistics, into easy-to-read graphics. They can split a complex subject into digestible chunks.
What’s more, your audience isn't just more likely to understand the information. They’re more likely to read and remember it. If you’re ready to discover the full value of using infographics for your work or business, then read on.
Benefits of Using Infographics on Complex Subjects
Infographics simplify complex ideas. They break them into digestible chunks. They use symbols that our brain understands intuitively, so it doesn’t have to work so hard.
Why use infographics? Because they display complex relationships with easy to understand graphics.
They activate more areas of our brain. When the information is distributed, the work is spread out. This increases comprehension and makes it likely your audience will remember what they’ve seen.
65% of people are visual learners. When you use pictures to represent a subject, their brains first filter the information through their image centers. Then it’s filtered through their memory center.
When you use text, their brain still needs to process that information through the image center. Then it moves through the language center. And finally, it filters through the memory center.
It turns a 2-step process into a 3-step process. It dramatically increases the work required and the risk of confusion. When you add math or numbers into the mix, the problem is further compounded.
Here’s an example:
If you show a person a picture of the aurora borealis, she gets it. But what if you show her the science behind the phenomenon?
Show her a graph of charged particle densities. Don’t forget to include a table of electron energy state distributions. Then wait for her cross-eyed reaction.
Don’t forget the effect of adding a splash of color in your data. In one study, adding color to a product guide increases readership by 80%. It turned something people found boring into something worth the read.
What kind of effects might it have on your facts and figures?
Infographics are Sharable and Linkable
Have you ever been to a convention? If you have, you’ve noticed how many booths give away free swag. Free tee-shirts, bags, pens, and stickers all proudly display the logo of the company giving them away.
The marketer who created those freebees knew the value of brand name recognition. In other words, your authority climbs each time a potential customer sees your logo. Your company is everywhere, so you must know what you’re doing.
Another of the infographic benefits is an improved trust in your company and, by extension, your products. And trust is paramount. 67% of consumers say they’ll stop buying from brands they don’t trust the company behind the brand.
Well, guess what? Infographics are sharable. When you use one on your website and make it sharable, it becomes your giveaway swag.
Other bloggers and website owners can reuse your infographic on their sites. Your logo will be plastered across thousands of sites: free advertising. It’s one of the main reasons why infographics are useful.
Don’t forget to embed a link in your infographic. When people post it on their webpage, they’re including a link back to your website. That’ll get you more audience.
These outbound links will also increase something called your domain authority. It’s one of the factors that search engines employ when calculating your page rank. An increase in your domain authority equates to an increase in your page rank.
That means that when someone runs a Google search, your webpage will rank higher in their search results.
Infographics Tell Stories
If you’re wondering how to use infographics, focus on the story.
Figures alone often miss their mark because they’re impersonal. They’re unrelatable. It’s difficult for the audience to see how they connect to their lives.
One of the best marketing strategy tips we can offer you is to use your data to build a story. Weave that information into a narrative that touches on your viewer’s lives. How and why should your statistics affect them?
Your readers understand the impact of your statistics because you made it personal.
They get your water purity tables because their children might be ingesting chemicals. They understand your atmospheric pressure predictions because they might have less food to eat. They grasp your population density predictions because they’ll be stuck in traffic every day after work.
Stories also produce strong emotions. They allow us to experience encounters that we never lived. And they leave us feeling as if we just lived the event ourselves.
These strong emotions increase our attention. In turn, increased attention improves memory retention. So not only do we relate to your data but we also better remember that data.
Stories also convey the history, values, and culture that unite people. When it comes to our families, our communities, and our countries, stories are the ties that bind us. They create a common ground.
You can use that to bolster how your audience perceives you. It will increase the trust they have in you. It’ll also make them see you as an authority figure.
Nowadays digital marketers and internet gurus know the value of stories. 74% of marketers use visuals in their social media messaging. They see the impact infographics have on their customers and followers.
What kind of an impact might it have on yours?
The Many Benefits of Infographics
Now that you better understand the benefits of infographics, how do they apply to you? What data are you finding difficult to convey? How can you paint it into a story that your audience can connect with?
If you run into roadblocks, run a quick search for “popular infographics” to give you some ideas. If you’re stuck and you’d like to have a conversation with an infographics expert, reach out to us today.
The Top 5 Best Internet Marketing Strategy Tips for Your Business in 2020
81% of consumers search online before making a purchase. Without an internet marketing strategy, it's likely you're missing out on customers.
The internet provides many opportunities for you to promote your business to potential customers. With a strong internet marketing strategy, you can boost your brand, find new customers, and grow!
Here are the top five marketing strategy tips you need for success.
With these tips, you can make the most of internet marketing in 2020. Don't let your competitors snatch up customers. Instead, get started with these five tips!
1. Give Your Site Some Love
When people search for new products, services, or brands, they start online. If you don't have an updated, well-designed website, you're already losing customers.
Your website sometimes makes your company's first impression with customers. Make the most of that opportunity! By creating an eye-catching, compelling website, you can convert those visitors into leads or sales.
First, consider updating your website using user experience (UX) design trends.
UX design will clean up your website so it's easier to use and navigate. For example, you'll want to make sure your site loads quickly. You can use Google's PageSpeed Insights to determine what's slowing your site.
Then, remove clutter and unnecessary information. Add white space to give your remaining content room to breathe. White space will make it easier for people to read your content without feeling exhausted.
Does "HTTPS" appear in front of your domain name? If not, consider looking into a security certificate.
Hackers are getting smarter. By prioritizing security, you're showing customers you can protect their personal information. This is especially important if you're selling products online.
Next, make sure your site is easy to navigate. Can customers find what they're looking for easily and quickly?
Updating your site will help you make the most of these remaining four marketing strategy tips.
2. Step Up Your SEO
Search engine optimization, or SEO, makes it easier for people to find your website on search engines like Google. Without SEO, your content won't appear on the first page of a Google search. Not many people look beyond that first page.
A higher ranking will also make your brand look more credible. People will trust your brand over a competitor's based on your higher ranking.
Ranking at the top of the page will help you reach more people, too. As brand awareness grows, you can become a more recognizable resource in your industry.
Here are a few SEO trends you'll need for successful internet marketing in 2020.
User Intent
What are your customers searching for? What information are they hoping to find based on their search? Before you can use SEO, you need to know who your customers are and what they need.
Separate your customers into buyer personas based on age, gender, buying behavior, and interests. Then, look into what keywords they're searching with using Google Trends, Keyword Planner, and Ahrefs.
Once you understand their search intent, you can create content that reflects their needs.
Zero-Click Search
Google now displays snippets at the top of their search pages. These snippets display website content in ways that are easy to consume. With snippets, people no longer have to click on a website to find the information they need.
Structure your content for these snippets to increase your SEO ranking.
Look at the content that appears in a snippet for a keyword you're targeting. Then, adjust your content to fit that snippet. For example, you can use lists and bullet points or summarize your post in the top paragraph as a place to start.
Voice Search
By this year, voice searches will account for 50% of all searches. Over 35.6 million Americans already own a voice-activated device. Instead of typing out their queries, more people are asking Siri, Google, and Alexa for help.
In order to optimize for voice searches, you need to know who your customers are and how they're searching online.
Look at your keyword research. Then, phrase your keywords the same way your target audience does.
Make Sure You're Mobile
Google's search algorithm prioritizes websites that are convenient and easy-to-use for all consumers. Realizing more people are using their smartphones to conduct searches, Google rolled out mobile-first indexing in March 2018. Now, Google looks at the mobile version of your website to determine your ranking.
Make sure your website is optimized for smaller screens. Otherwise, people will struggle to read your content.
You should also make sure your site loads quickly, which could also impact your SEO ranking.
In order to optimize our website for mobile devices, consider some of the UX design tips mentioned above. Make sure it's easy for people to click on your forms and navigate your site.
Otherwise, you could end up missing out on potential conversions and leads.
3. Reel in More Reviews
Reviews are a great way to boost brand awareness, credibility, and your SEO ranking.
Ask happy customers to post their reviews on your Google My Business listing. Don't forget to add these reviews to your website. Happy reviews will help you attract more local customers to your business.
This social proof will help potential customers see the benefits of choosing your business.
4. Build Up Your Brand
Who are you? What sets you apart from your competitors? The answer to those questions should appear in your brand.
Focus on the unique value you offer customers. Show them that you're there to help solve their problems. Then, create a strong vision with that concept front and center.
Next, take a look at the visual components of your brand. Your color scheme, imagery, tone, voice, and font should help you stand out. If you look like your competitors, consumers will fail to differentiate you in the industry.
Make sure your brand appears cohesive across all marketing channels. A cohesive brand will help you build brand awareness and recognition.
Branding is essential to internet marketing in 2020. Otherwise, you'll look like everyone else in the industry.
5. Consider Your Content
Strong, unique content will fuel your SEO strategy and help you reach more customers.
You can create blogs, videos, infographics, quizzes; anything to get customers engaged. However, this content should focus on helping your customers.
Take a look at your keyword research. What questions are your customers asking? Create content that focuses on providing them with information and assistance.
Then, update your blog and social media with your content.
Pages with a video are 53 times more likely to rank on the first page of Google search results.
You can also great interactive content such as contests and quizzes to boost engagement. Don't forget to post your content on social media to expand our reach. With a strong content marketing strategy, you can build brand awareness, credibility, and trust with your consumers.
Make Your Mark: The Top Marketing Strategy Tips for Businesses in 2020
Ready to stand out from the crowd and make your mark? With these five marketing strategy tips, you can set your business up for success in 2020.
Don't wait to start marketing! Contact us today to get started.
What's On Our Menu For New Biz? Outback Steakhouse
We're celebrating over here. And that's because we're starting 2020 off with an announcement like this: EraserFarm is delighted to share that Outback International has named us their creative partner for social content development.
We have the pleasure of working with another one of the great concepts inside of the Bloomin' Brands family, so we couldn't be happier that Outback International came calling as well.
Our work for them began late last year as we prepared new social ideas and content for their international franchise system. Outback has a strong history in this market and across the US, so as the system continues to grow internationally they needed to ensure they had the right partner to grow along with them.
"We are excited to be working with the great team at EraserFarm. We've seen great things inside of their work for one of our sister brands, and look forward to carrying that level of creative thinking over to Outback International," said Claudia Mezzarano, International Marketing Coordinator for Bloomin' Brands International.
We look forward to continuing to make our new friends proud and deliver work that drives positive sales growth and traffic for their international business.
Growing Marketing Trends: Is Influencer Marketing Still Effective in 2020?
Have you ever approached a popular internet personality or celebrity to help you grow your brand? If yes, you’re already utilizing influencer marketing. Influencer marketing has been growing for years. Expect it to be more effective in the coming years. At the end of 2019, the industry was worth $8 billion. As per Mediakix Data, influencer marketing will soar to hit $15 billion by 2022. Well, there are many social media and internet users. But many people use online mediums to communicate and interact. As e-commerce grows and more people go digital, the role of influencers will become vital. People trust influencers more than traditional ads and old school celebrity endorsements.
Here are more reasons influencer marketing is an effective growing marketing strategy to use in 2020.
Why Influencer Marketing is Still Effective
Customers have Facebook, Instagram, and Twitter and lately TikTok to use. With all these options at hand, each customer chooses their ideal medium. For a business, you may struggle to target your niche across all the social sites. Influencer marketing can help you reach the spread audience faster. Brands can locate their audience through influencers and achieve their marketing goals. As mentioned earlier, customers trust influencers sometimes more than brands. It isn’t also as effective for a brand to push its selling content onto the audience. Brands hire influencers to take advantage of their trusted image.
Social media is still a growing marketing tactic. New strategies arise as more people continue to join the platforms. There are also new platforms popping in the market. For instance, TikTok, the new site in the scene, has already hit 400 million users. Influencer marketing is one of the most powerful growing marketing strategies to improve brand relevance. It takes your content to an active audience and increases interaction. More people interacting with your content means better search engine rankings. Working with trendsetters is a sign your brand is credible. If top influencers are inaccessible, you can work with micro-influencers. These influencers have a smaller and active reach. Yet, people consider them as industry experts, and they are more loyal.
What to Expect from Influencer Marketing in 2020
There are a few trends that are already happening within influencer marketing. As the years go by there will be more popping up. Here are some of those things to watch below.
The Rise and Rise of the Micro-Influencer
Top influencers might not be accessible when you have a limited budget. These influencers often charge premium prices. This is one of the reasons why many brands opt for micro-influencers. Besides cost, the influencers may have an underactive following, which may not be the most beneficial for a brand. Most marketers are not ready to pay large amounts for influencer marketing yet. Consumers trust ordinary people for referrals and recommendations. Meaning, micro-influencers have the upper hand in promoting products. From 2020 onwards, brands may look for individuals who run a social community or niche.
Tapping Into Emerging channels
Today, Instagram seems like the king of influencer marketing. Yet with the need for a different content version, you can’t ignore other platforms. Recently, TikTok has been making waves as a platform to share short videos. If you serve a younger market, TikTok may be the platform to explore. With its focus on content quality rather than followers, it is a fit for niche brands. Many micro-influencers will tap the potential of Tiktok and upcoming sites like Twitch.
In-House Influencer Marketing
In-house influencer marketing is also a growing marketing tactic. The strategy started back in 2018. Brands will probably opt for in-house influencer marketing as they gain influencer marketing experience. In-house influencer marketing is popular because of its ease of promoting products. The tactic needs no introduction of third parties to your marketing team. Nonetheless, it puts you in control of your campaigns.
Search for Wholesome Experiences
Since influencer marketing became the norm, brands opt for short term relations. Many relationships ended after a marketing campaign. To connect to customers, brands need a consistent marketing campaign. Many brands now aim to work with an influencer for long to bond with their customers. Brands also save a lot of time and the cost of scouting for new influencers often.
Shopping Posts/Branded Content
Before, influencers and brands faced a massive hurdle in their Instagram marketing efforts. Influencer posts could only reach a limited audience. Then came Instagram branded content. Influencer posts can now appear as ads and hit a broader audience. Brands can now maximize the power of influencers by targeting the ads to a specific audience.
Evolution of Influencer Tiers
Influencer marketing is now mainstream. Yet, brands haven’t taken advantage of the strategy’s full potential. Likes and followers have determined who called the shots among influencers. The good news is with customers increasing interest for value, quality content is more on-demand. Even people with the fewest followers can share their content and get conversions. Brands now opt for the smaller influencers. This is because their content seems more genuine and garners more attention. People now categorize influencers by their follower numbers. There are mega influencers with over a million followers, and they dominate marketing for the top brands.
On the lower end of the spectrum, you will come across nano influencers. Nano influencers have between 1k-10k followers. Their up and coming fame makes them more accessible.
There is now a diverse pool of influencers for all brands. Regardless of your brand’s size, you can join influencer marketing to enjoy the new trend.
Are You Using Influencers as a Growing Marketing Strategy in 2020?
Influencer marketing is becoming a must-have growing marketing strategy in 2020. Almost half of the customers rely on it to make purchasing decisions. It’s an effective strategy to target an audience, generate sales, and increase revenue.
For help with finding the right marketing and advertising strategies to promote your brand, feel free to contact us today.
Emotions: The Secret Ingredient of Video Advertising
Time marches on. And as it does, video advertising is marching ahead right along with it. It's beginning to be an essential piece of every brand. Without a focus on it, you'll have a lot more trouble succeeding than you would have previously. The key to a great video marketing campaign is capturing the right emotions and presenting them to the viewer. If you'd like to learn how to utilize the emotions of your viewers rather than just throwing videos into the void, well then, go ahead and use that emotion known as curiosity and keep on a reading.
Why Emotion Is So Important to Video Advertising
No one likes to watch a boring video. Unless you're in bed trying to fall asleep. In which case, it's a great sleep remedy. On the other hand, if you want to grab a viewer and not let go, creating a video marketing campaign is a bit of balancing act. One where you need to engage with your viewers on a basic level but also make sure that you're able to get your point across in a clear manner. Something can be overly exciting, grip the viewer tightly, but still not get the point through clearly. You can also create a video that is just a long transcript of your message but leaves viewers yawning. Not a good idea.
The happy balance, in the middle, is when you spend the time crafting a video that carefully engages the viewer's emotions. And one that will connect with them on very real and relatable level.
Build a Bond
Your brand is the face of your company and using emotions to ensure that you're able to bond with your customers is key. Don't get me wrong, there are many ways to bond with customers but video advertising is one of the best, in my humble opinion. After all, you want to speak directly to the viewer, causing them to feel like they're part of something in a way that doesn't feel like advertising. This doesn't just apply to things like making your brand stand for a cause. The bond can be much simpler than that used by larger brands where various products end up tied to various causes. You just need to make the viewer feel like their purchase makes them part of something. It needs to make a believable, truthful connection with them. That's the basis of forming a very powerful bond that can be used in your video advertising campaigns.
What Emotions Work the Best?
We're not psychologists here. We're ad folk. But we'll give it our best shot with some good old common sense. Obviously, not all emotions work well when you're trying to use them in your campaigns. Evoking anger, for instance, isn't going to help matters when you're looking to make sales. The feelings which are most often invoked in successful marketing campaigns are:
- Happiness
- Friendship
- Inspiration
These feelings are generally positive and are the easiest to use. They create a positive emotional association with your brand and can inspire people to buy what you're selling. More touchy, but still usable, are negative emotions. Think about those overly sad ASPCA ads, through the use of music and imagery they inspire a feeling bad enough even the singer can't seem to make it through them. But they've also inspired a lot of donations to the cause because of that. Anger is most often used in political campaigns, where people can be made aware of issues that they want to vote against. Even disgust is sometimes used as a manipulative emotion to discourage negative behavior like smoking.
Needless to say, the emotions you use are essential to your brand. Once you've decided on a tactic it's going to become an vital part of branding yourself and effect your campaigns for quite some time moving forward. The emotional bonds formed through the use of emotion are a lasting strategy, not a one-off.
How to Use Emotions in Your Campaigns
But how do you use emotions in your video marketing? Well, for many people, the front-end strategy revolves around hiring someone with a background in making videos to do it. But you can do a good job yourself provided you think through all the primary aspects of your videos.
The Script
The script is important, of course, but it's not going to be the sole factor in making sure that you're grasping the emotions you want the audience to feel. Indeed, it can be less important than many think as long as it's primarily on message. Overly bad writing can lead an ad to be lampooned, but a decent script is probably the easiest part of keeping things moving forward.
Music
Music is one of the big factors when you're trying to get the right emotion across. I've always been a huge proponent of deeply researching and finding that perfect piece of music. It can be so very, very powerful and moving. It's not only the music playing in the background either, but it's also the way that the music swells or fades as the script goes through its key points. Here's a few examples we did. For Intrepid, we chose music that was irreverent and motivating that captured the essence of the maverick nature of the brand. Conversely, for The Homefront Foundation, we were addressing a very serious and heartfelt emotion and that music reflected the messages that were coming across in the video.
Cinematography and Editing
The focus on your cinematography is a make-or-break element of your ad. Good cinematography can make a mediocre script evoke whatever emotion you want. Bad cuts and sloppy edits can make an ad a complete laughing stock. Which is why most people hire experienced folks to handle their video advertising. Editing is another key. While it seems obvious you'd be surprised at how many people overlook the editing process and just slouch their way through it.
The Big Picture
Always make sure that you use a focus group for an ad before running it on your website or YouTube channel. If you don't have the funds, then run it by some friends and family to see how it makes them feel. The overall picture presented should be in harmony with the feelings you're trying to invoke when they think about your brand.
Create a Brand to Remember
When it comes to video advertising the biggest key to making your campaign a win is the emotional focus. Without it, you'll be left with something bland or generic. There's a lot to be said for doing things yourself. But... there's more to be said for using a time-tested professional to handle your branding in its entirety. I hope this was helpful and please, by all means, check out some of our previous work and see if we're the right fit for you.
Overhaul Your Strategy: Social Media Trends and Strategy to Follow in 2020
If you're going to make social media work for you, then you're going to need a strategy. A darn good one at that. Whether you're a blogger, artist, or business, you need to use social media to communicate with people and raise awareness. But blindly launching a social media campaign won't get you very far. You've got to implement a strategy to achieve great things.
In this post, I'm going to talk about some of the biggest and best social media trends that will improve your overall strategy. If you've been apprehensive about leaning into social media because you're not sure how to succeed, sit back, put your feet up and let us help you figure it all out. While it may not be rocket science, you can't just expect it to work for you without putting the work in yourself.
Don't Tear Down Communities. Build Them.
As we all know, one of the best things about social media is the ability to interact with your audience. And do it virtually in real time. It doesn't matter what you're selling; when you can relate your image and your product to an audience in a meaningful way, then you're going to get more people paying attention. This goes far beyond brand building. You've got to encourage a sense of community around your brand so that even when you're not engaging with your followers, they're engaging with one another.
A community can come in many forms. Ultimately, you want it to work both online and offline so the conversation around your brand never stops. You might be asking yourself (and if you're not, then I am pretending you are!) "how do you start this from the ground up?" It's important to use insights that the major platforms give you to come up with posts that take them into account. Specifically, look at engagement. Having lots of followers is a great building block, but you'll start to see followers turn into customers when your likes and comments increase. This is where it all comes back to content. Work on putting out content that gets people talking and encourages that sense of community that you're after.
Video Is King.
Video has taken over the digital marketing landscape and it's obvious now that people like to get their information from a video rather than reading it on a blog or a post. Like this one. But hang in there because there's more juicy nuggets coming your way.
You can use social media to promote your videos and even create video content directly on some platforms. Social media companies have made video easy to produce, and it's the best way to instantly communicate with your followers. Stories and IGTV on Instagram give you a platform to say and do whatever you want. Similar features are available on Facebook, Twitter, and many newer platforms. The video content that you should be pushing on your social media platforms isn't polished or sales-oriented. It should be raw and relatable to your followers so that it better suits that sense of community that we talked about earlier.
Word of Mouth Marketing.
Word of mouth marketing is a concept that we've become accustomed to for a long time. That's how a business grows from a starting point. You provide a great service, then encourage happy customers to tell everyone they know about your business. In essence, they've become ambassadors of your brand and that is very powerful. Well, obviously social media takes this concept to a completely new level. Whereas before, a happy customer might tell their sister and a few friends about a pleasant business experience. Now, with social media, you can tell someone halfway across the world about a brand that you've fallen in love with. This isn't exactly a "new" trend anymore, but this globalization of small business has only intensified and nowadays, more people are inclined to look at reviews online and take recommendations from someone they don't know on social media than trust a friend's suggestion.
So with that said, encourage people to tell others about your products and services and you'll see the awareness spread.
Outside the Soap Box.
One of the new developments in social media marketing going into 2020 is the rise of alternative platforms. Of course, Facebook, Twitter, and Instagram are still at the top and should be the focus of any strong social media marketing campaign. However, things like Pinterest, LinkedIn, and now TikTok are grabbing attention. Even Instagram is launching a new feature called Reels to combat TikTok.
Choosing which platforms to put your time and effort into developing depends on what you're trying to promote. TikTok is a relatively new platform that's seen rapid growth in the last year, but mainly with a younger demographic. And as I mentioned, even Instagram will have a platform like this as well. If your aim is to sell products, Pinterest might be the best option for you. LinkedIn remains focused on B2B interactions, but it's more valuable than ever for companies that are primarily interested in that. We're seeing these "alternative" platforms rise because they've begun to hit their stride and find their niche. Now you can find an alternative platform that works for what you're trying to sell, where before it was confined to the big 3.
Build Your Brand.
Brand building is still one of the most important social media trends out there. If you don't have strong branding, then you're going to be forgettable in a world that has huge quantities of everything. The best way to stand out is to focus on consistency across all social media platforms. Consistency of voice in your content and engagement with followers is important, but so is your visual consistency. We're big on real, human connection here at the agency and we believe that providing one with your followers is a characteristic of great brands. It's all about understanding the value of personalization and a positive customer experience and coupling that with great stories. You have to believe in what you're promoting if you expect your followers to as well.
Forget Hindsight. Foresight is 20/20.
Some of these social media trends are old mainstays, while others are new ideas that have grown out of established ones. To really improve your ability to market yourself on social media, you've got to stay informed on what's happening and what's coming. What's important today might see diminishing returns in 2021. Anyway, I hope this has been helpful in understanding how important we feel putting special emphasis on branding and creating a community for your followers to engage each other in really is. You'll see positive gains in both your public perception and your digital advertising strategy.
If you'd like some help with building your brand over social media, contact us here at EraserFarm. We're a Tampa-based digital marketing firm that takes human emotion and makes it part of the DNA of your marketing strategy. Check out our portfolio to get a better idea of what we're doing for our partners and what we can do for you.
8 Reasons Why Your Business, and Your ROI, Need Email Marketing
Everyone is on the hunt for the next big thing in marketing. That new magic bullet that costs next to nothing and rakes in the revenue. Ah, but what if it's been in front of you all along? Email marketing doesn't get the credit it deserves. It offers a slew of benefits no other marketing channel can provide. Not convinced yet that you should add email marketing to your strategy in 2019? Here's why it's essential for any company.
1. Direct Delivery
With most marketing channels, you can't control who gets what. For instance, not all of your social media followers will see your posts. You can put a billboard up but you don't know how many people will see it. But email marketing is more direct. Your messages land smack dab in the middle of customers' inboxes. You might be saying, "What if my emails get sent to the spam folder?" You have more control over that than you think. All you have to do is follow the right rules and that can keep your emails out of the spam filter.
2. Instant Communication
Sometimes you have a message you want your customers to get right away. With most marketing channels, there's a long waiting period while you write, design, fulfill, and deliver your message. Email marketing, on the other hand, is far quicker. Less is more when it comes to written content, and a simple design can get the job done nicely. When you hit "send," your entire email list gets the message in seconds. This makes email marketing a more flexible medium and you can use it to communicate last-minute information like flash sales, reminders, retractions, and more.
3. Customization Galore
In most marketing channels, you're broadcasting the same message to a wide audience. You might cater it to your target demographics, but that's as far as the customization goes. Email marketing is a whole new world of options. Each email goes to a specific customer's inbox. That means you can customize their messages based on their history, interests, and actions. One way companies do this is by offering recommendations. By tracking the types of products email customers view, for instance, you can recommend products that will catch their eye.
You can also set up specific actions to trigger certain emails. For example, your system can send an email to a customer when they abandon their shopping cart.
4. Earning Potential
If you're a numbers person, you're gonna love this. Email marketing has one of the highest averages around for return on investment. The average is around 4400% ROI! There are a few reasons why this is the case. On top of how successfully email marketing drives sales, it's a low-cost investment. As with anything, you can spend a range of amounts on your email marketing depending on the quality you want. Still, email marketing software costs next to nothing in the grand scheme of things, and it may take less of your designers' time than you expect.
5. Mobile-Friendliness
All you have to do is look around you at the grocery store or walking down the street to see that phones are the new arms. People are attached to their phones on a constant basis, giving them priority over almost anything. And guess what? Most people get their emails on their phone. Not earth-shattering news I know. But...this means your messages get right to that screen your customers are already looking at. This also means your emails are available to customers at their convenience. They can pop in and purchase their shopping cart while they wait in the carpool line because their phone is always there.
6. Trackability
Tracking is one of the most important parts of any marketing campaign. It's also one of the most neglected tasks. For every marketing endeavor, you need to gather data on its success. Which messages drove the best results? Which channels brought in the most customers? Email marketing makes that easy because software programs track this data for you. You can see which emails get opened most often, what links received the most clicks, and more. The key, though, is that while this gives you information, you have to use it. Take the time to look up that data and use it to inform your future email marketing campaigns.
7. Prioritization
There are some communication channels we pay more attention to than others and email is up there toward the top of that list. 98% of people check their email on a daily basis. 34% keep a constant eye on their inboxes throughout the day. With so many people getting notifications on their phone every time an email comes in, this makes it easy. Compare this to the number of times you check your social media. Chances are that you only go to your mailbox a few times per week.
8. Quick Action
Think about what happens with direct mail. A customer gets your postcard or letter. If it doesn't get tossed, they have to head to their phone or computer to take action. Then they have to open a browser window and enter a web address. Or maybe they have to get their phone and dial your number instead. With email, one click and they're there. It takes minimal effort for customers, which means it takes less convincing to get them to take that step. But not all emails are equally effective at encouraging that next step. Your call-to-action is an essential part of any email. So make that design stand out and make the wording enticing.
Adding Email Marketing to Your Marketing Strategy
You've heard the warning time and time again not to put all your eggs in one basket. It might be a cliche but it's never been truer than it is in the marketing world. Marketing is all about making an impression on customers and building familiarity with your brand. The only way to do that is with a varied, well-orchestrated marketing plan. With all the benefits above in mind, it's clear that email marketing needs to be part of your strategy. The key word in that sentence is "part," though. Pair it with your other marketing channels and keep your brand and messaging consistent across the board.
If you're not a marketing pro and you prefer to bring in a professional, contact our marketing team today.