8 Tips to Increase Brand Engagement through Social Media

If you want to send your brand engagement through the roof, it's a good idea to have a solid plan instead of throwing spaghetti at the wall and hoping something sticks. Unfortunately, that's just what most people do when it comes to social media strategy because they don't truly understand how to reach their designated audience online.

So, how do you cut through the noise and get noticed in a sea of ethernet activity by the people who want your product or services? 

Check out our tips to increase your brand engagement through social media so your intended audience sees your well-crafted brand messaging.

1. Choose the Right Social Media Platforms for Your Brand

When it comes to social media marketing, it's not always about being everywhere. It's about being strategic. Choose the right social media outlets that align with your brand and target audience; otherwise, you're just wasting time and resources.

Identify Your Target Audience

First things first, who are you trying to reach? What are their demographics, interests, and online behaviors? Once you have a clear picture of your ideal customer, you can select the social media platforms where they hang out most.

For example, if you're targeting Gen Z, Instagram might be your best bet. If you're going after business professionals, LinkedIn is probably a better choice. Each social media platform has its own unique user base and demographics. Understanding these nuances is crucial for selecting the right ones for your brand.

And here is something worth mentioning: you want to reach potential customers who don't know yet that they need your product. Suss out where those people are hanging out so you can cultivate a new revenue stream from more robust social media engagement.

Focus on Quality Over Quantity

Don't spread yourself too thin by trying to maintain a presence on every single social media platform out there. Instead, focus on delivering high-quality content and engagement on the platforms that matter most to your target audience. It's better to have a strong presence on a few key platforms than a weak presence on many. Quality interactions and meaningful conversations will always yield better results than half-hearted efforts.

You can cross-post to catch whoever might be lurking around on other social media pages, but you don't want to spin your wheels too hard doing so.

2. Create Engaging and Shareable Content

Okay, so you've chosen your social media outlets. Now what? It's time to create content that will stop the scroll and engage people with your brand. Your next social media post and content need to be compelling and shareable so people stop scrolling and take notice. It should provide value to your audience and make them want to interact with your brand.

Use Eye-Catching Visuals

In the fast-paced world of social media, visuals are king. Posts with images, videos, or infographics tend to perform much better than plain text posts. Why? Because visuals are more likely to grab people's attention while they scroll through their feeds. They're also more memorable and easier to process than a wall of text.

Invest in high-quality visual assets that align with your brand identity and resonate with your target audience. Whether it's stunning product photos, engaging video content, or creative graphics, make sure your visuals are on point.

Craft Compelling Captions

While visuals may grab attention, captions keep people engaged and encourage interaction. Depending on the purpose of the post, your captions should be informative, entertaining, or thought-provoking.

Use storytelling techniques, ask questions, and include calls-to-action (CTAs) to prompt users to like, comment, or share your content. Write in a tone and style that aligns with your brand voice, whether witty, inspirational, or educational. And don't be afraid to show some personality. People want to connect with brands that feel authentic and relatable.

Leverage User-Generated Content

User-generated content (UGC) is a powerful tool for boosting social media engagement. When your followers create and share content related to your brand, it's like free advertising.

Encourage UGC by creating branded hashtags, running contests, or simply asking customers to share their experiences with your products or services. Then, feature the best UGC on your own channels. Not only does this improve social media engagement, but it also helps build a sense of community around your brand. People love seeing their content recognized and shared by the brands they love.

Encourage Audience Participation

Social media is all about two-way communication. It's not enough to just broadcast your own content - you need to actively engage with your audience and encourage their participation. Ask questions, create polls, or host live Q&A sessions to get your followers involved in the conversation. Respond to comments and messages in a timely and personalized manner. When you make an effort to interact with your audience, it shows that you value their input and care about building relationships with them. And that's what social media is all about.

3. Develop a Consistent Posting Schedule

Consistency is vital in social media marketing. Developing a consistent posting schedule helps keep your brand top-of-mind and fosters ongoing engagement with your audience. And it's not just about frequency—it's also about timing.

Determine Optimal Posting Times

Post when your audience is most active and likely to interact with your content to maximize engagement.

But how do you figure out the best times to post?

Start by analyzing your social media insights and metrics to identify patterns in your followers' behavior. When are they typically online? What days and times see the highest engagement rates? You can also research general best practices for posting times on each platform, but keep in mind that every audience is unique, and what works for one brand may not work for another. Test different posting times and track your results to find the sweet spot for your specific audience.

Use a Content Calendar

Maintaining a consistent posting schedule can be a challenge, especially if you're managing multiple social media accounts. That's where a content calendar comes in handy. A content calendar is a tool that helps you plan, organize, and schedule your social media posts in advance. It ensures a steady flow of content and helps you avoid last-minute scrambling to come up with something to post.

There are plenty of content calendar templates and tools available online, or you can create your own using a spreadsheet or project management software. When planning your content calendar, consider a mix of content types (e.g., photos, videos, links, etc.), as well as a balance of promotional and non-promotional posts. Remember to leave some flexibility for timely or trending content.

Maintain Brand Voice and Tone

Your brand voice is the personality and style of your brand's communication. It should be authentic, relatable, and aligned with your brand values and mission across all social media channels. Develop a brand style guide that outlines your brand's voice, tone, and key messaging. This will help ensure that all your social media content is cohesive and on-brand, no matter who creates it.

Consistency in your brand voice builds trust, customer loyalty, and recognition with your audience. They should be able to recognize your brand's content even if your logo isn't attached to it.

4. Interact with Your Audience

Social media is a two-way street: actively engage with your audience to build relationships and foster a sense of community around your brand. Interacting with your followers shows that you value their input and care about their experience with your brand; it humanizes your brand and makes people feel more connected.

Respond to Comments and Direct Messages

When someone takes the time to leave a comment or send you a message on social media, it's essential to acknowledge and respond to them promptly. Whether it's a question, concern, or compliment, make sure to address each comment or message individually and with a personalized response. Avoid generic or canned replies that feel impersonal.

Responding to comments and messages shows that you listen to your audience and value their feedback. It also helps build trust and loyalty with your followers. And don't just respond to the positive comments - address negative feedback or concerns with empathy and a solution-oriented approach. How you handle criticism can say a lot about your brand's character.

Ask Questions and Encourage Discussion

Feel free to initiate conversations with your audience. Asking questions is a great way to encourage discussion and involve your followers. Post thought-provoking questions about your industry or niche, and encourage your followers to share their opinions or experiences in the comments. This boosts engagement and helps you gain valuable insights into your audience's interests and pain points.

You can also use social media features like polls or quizzes to make the conversation more interactive and fun. People love sharing their thoughts and seeing how they compare to others. Just keep the questions relevant to your brand and audience, and avoid anything too controversial or polarizing. The goal is to foster a positive and inclusive community around your brand.

Host Q&A Sessions or Live Videos

Another effective way to interact with your audience is through Q&A sessions or live videos on social media platforms like Instagram, Facebook, or Twitter. These formats allow you to engage with your followers in real time, answering their questions and providing valuable insights or behind-the-scenes glimpses into your brand. Live videos, in particular, create a sense of exclusivity and urgency that encourage people to tune in and participate. They also humanize your brand by putting a face and personality behind the camera.

5. Leverage Hashtags and Tagging

Do your homework and find the hashtags already popular with your target audience. Hootsuite's guide to Instagram hashtags is a great place to start your research and even has a hashtag generator. Once you've found those golden ticket hashtags, sprinkle them strategically throughout your posts to boost visibility and reach, or "hide" them by sticking them in the comments.

Create Branded Hashtags

But why stop at just riding the coattails of existing hashtags? Create your own branded hashtags that are unique to your business. Encourage followers to use them when they post about your brand, products, or services. Not only does this help you track user-generated content, but it also creates a sense of community around your brand. Plus, branded hashtags are a great way to measure social media engagement and see how much buzz you're generating.

Tag Influencers and Collaborators For Brand Visibility

Don't be afraid to tag relevant influencers, collaborators, or complementary brands in your posts. When you give them a shoutout, they'll get a notification and may just return the favor by engaging with your content or sharing it with their own followers. It's a win-win situation that can lead to increased visibility, more engagement, and potential partnerships down the road.

6. Collaborate with Influencers and Other Brands

Speaking of partnerships, collaborating with influencers and other brands is a great way to skyrocket your social media engagement rate. Start by identifying influencers who align with your brand values and have a relevant audience. Look for influencers with strong engagement rates rather than just a huge follower count. These folks have built trust and credibility with their audience, and their endorsement can work wonders to boost engagement for your brand.

When you reach out to influencers or other brands for collaborations, focus on creating partnerships that benefit both parties. And take your partnerships to the next level by co-creating content or even products with your collaborators. This could be anything from Instagram takeovers and joint live streams to limited-edition product lines that showcase both brands' strengths.

Collaborative content has the power to generate excitement and increase engagement among both of your audiences, expanding your reach and creating brand advocates in the process.

7. Run Contests and Giveaways

Who doesn't love the thrill of a good contest or giveaway? Hosting one on social media is like dangling a shiny prize in front of your followers and watching the engagement pour in.

Set clear rules and guidelines for your contest, including entry requirements, eligibility criteria, and any legal disclaimers. Choose prizes aligned with your brand and promote it across multiple channels. Share the details on your website, email newsletters, and any other relevant channels to cast a wide net and maximize participation. The more buzz you generate, the more engagement and brand awareness you'll reap in return.

8. Analyze and Adjust Your Social Media Engagement Strategy

You've put in the work, you've run the campaigns, and now it's time to see how it all panned out. Analyzing your social media performance is critical to understanding what's working and what's not and how to optimize your marketing strategy moving forward.

Track Key Metrics to Increase Social Media Engagement

First things first, make sure you're tracking the right social media engagement metrics to gauge your success. Likes, comments, shares, click-through rates, reactions, retweets, video completion, and audience or follower growth are all important indicators of engagement. 

Other metrics you will also want to consider tracking:

  • Customer satisfaction (reply time, satisfaction surveys, comments)
  • Customer awareness (impressions, reach, and video views)
  • Customer retention (NPS and social commerce storefront metrics)
  • Social media ROI (conversions, referrals, website traffic)
  • Brand health (how people feel about your brand and organic brand mentions)
  • Paid social media metrics (click-through rates [CTRs], cost per click [CPC], web conversions, return on ad spend [ROAS]

Use the built-in analytics tools provided by social media platforms or invest in third-party software for more in-depth insights. And it's always good to have a regular cadence for your reporting so that you have an accurate measuring stick.

Identify Top-Performing Content

Take a deep dive into your analytics to identify the types of content that resonate best with your audience. Look for patterns in your top-performing posts, such as content themes, formats, or publishing times. Use these insights to inform your future content strategy and double down on what's working. Stay agile, stay adaptable, and refine your approach until you've cracked the code on sky-high engagement.

Ready to Go Viral? Let's Improve Your Social Media Presence

Social media marketing is all about keeping it real. No one wants to follow a bland, boring account that just posts generic content. They want to see the personality of the brand! So don't be afraid to let your guard down a little. Crack a joke, share a personal story, or post a behind-the-scenes photo. When you're authentic and provide value in a fun, creative way, you'll build a loyal following in no time.

Feeling a little overwhelmed and need some help with your social engagement strategy? Let EraserFarm do the heavy lifting for you.  We love strategy, and we love anything and everything creative! Let’s knock heads and figure out how to get your brand to the next level today.


How Ad Extensions Contribute to Increased User Engagement 

According to advertising statistics compiled by Semrush, more people discover new brands, products, and services via social media ads than any of the following: 

  • Brand and product websites 
  • Customer review sites 
  • Word-of-mouth recommendations 

Let’s face it – if your business isn’t creating ad campaigns on social media and capitalizing on the rise of mobile apps, it’s missing out on reaching its target audience and generating higher profits. So, if you want to find more customers and boost conversion rates, look no further than ad extensions. 

Ad extensions are a powerful tool. They improve ad performance and increase engagement. How can ad extensions contribute to increasing user engagement? 

Read on to find out the best tips and tricks from the experts here at EraserFarm. 

Understanding Ad Extensions 

Ad extensions are additional pieces of information you add to your ads to give users more context and options. They enhance the ad’s quality and functionality, giving potential customers more reasons to click on them. With this additional information, your ads become more appealing and informative. Thus, users can make more informed decisions, which increases user engagement. 

When you invest in search advertising, ad extensions are vital because they make your ad more compelling, engaging, and informative. Search engines consider ad extensions when determining ad rank and quality scores. 

Also, since ad extensions take up more space on the search engine results page (SERP), your competitors’ ads and organic listings appear further down than your ad. This increases your visibility. However, it's important to note that while ad extensions enhance your position on the search page, they do not directly improve your search engine optimization (SEO). 

In the realm of pay-per-click (PPC) campaigns, Google's dominant market share makes Google ad extensions particularly prevalent. Nonetheless, ad extensions are versatile and can be effectively utilized across various social media platforms. For example, Facebook ad extensions also enjoy widespread use due to the platform's extensive user base. 

You can add extensions to different types of ads, such as: 

  • Display ad extensions 
  • Search ad extensions 
  • Video ad extensions 

In addition, if your business has a mobile device application, you can use app extensions to display a link to the app in your text ads. 

Now, let’s look at some types of ad extensions you can work into your overall digital advertising and marketing strategy

Sitelink Extensions 

Sitelink extensions allow you to include additional links to specific pages on your website. These are ideal for promoting specific products, product categories, or service offerings. 

Use customized Sitelink extensions that direct users to specific pages on your website so users can find exactly what they’re looking for. 

Call Extensions 

Call extensions let users call your business directly from the ad. Potential customers no longer need to note down your phone number. Instead, they can click the ad and, voilà, call your business! These ad extensions are best for businesses that rely on phone calls for conversions. 

Location Extensions 

Using a location extension, you can display your business address and location. This is ideal for businesses with a physical location or targeting local customers. 

Callout Extensions 

You use callout extensions to stand out from competitors or highlight time-sensitive information, as these extensions highlight special offers (promotion extensions) like: 

  • Discounts (price extensions) 
  • Free shipping 
  • Unique selling points 

Similarly, dynamic structured snippet extensions highlight a specific product or service by displaying a list of items under the ad text. 

How Can Ad Extensions Contribute to Increasing User Engagement? 

There are many ways ad extensions contribute to higher engagement. We detail five of them below. 

Visual Appeal 

Simply put, ad extensions make your ads more attractive. Including more information allows for a richer user experience. 

If psychology in advertising tells us anything, it’s that people often make buying decisions based on emotion. A visually appealing advertisement that captures users’ attention is more likely to get your business more sales than an ad without extensions. 


Ad extensions improve your ad’s relevance to users. If an ad doesn’t have relevant information for those viewing it, they will simply skip over it. Relevance is among the most critical factors determining whether users will engage with an ad. 

Improve User Experience 

If you’re running a Google ad campaign, you have a lot of competition with others in your industry. Therefore, it’s imperative to use ad extensions to provide easy access to essential information. 

Customers have a better user experience when they can quickly access the necessary information. You’re meeting their expectations and encouraging viewers to explore your website further. 

Create a Sense of Urgency 

Callout extensions specifically create urgency because you’re promoting limited-time offers. The urgency often leads to higher engagement and conversion rates. 

Higher Click-Through Rates 

With an ad that is more attractive, informative, and relevant (thanks to ad extensions), you will see higher click-through rates (CTR). Users are more likely to engage with ads that offer easy access to information and are visually appealing. 

Best Practices for Using Ad Extensions 

Although ad extensions are beneficial in many ways, there are some best practices you’ll want to follow. They include the following: 

  • Choose relevant ad extensions: Only add valuable information that will align with users’ search queries 
  • Test variations: Create and test variations of your ad extension and use the one that performs best 
  • Monitor and optimize: Monitor metrics like CTRs, conversion rates, and engagement rates, then adjust the extensions as necessary 
  • Align with your landing page: The information in your ad extension must align with the content on your landing page to create a seamless experience and increase conversion 

When you follow these best practices, your ad extensions will reach their maximum impact, and your business will reap the benefits. 

Build Your Marketing Strategy with EraserFarm 

So, how can ad extensions contribute to increasing user engagement? They do so in several ways! Ad extensions provide relevant information in a visually appealing way to improve the user experience and, thus, boost engagement. 

Does your business need help optimizing its digital marketing strategy? Let’s have a chat! Our team of skilled marketers is ready to help take your business to the next level with our expert marketing capabilities. 

8 Emerging Trends in Social Media Marketing 

Do you ever have the sensation of attempting to board a train that has already pulled away from the platform? That’s what it feels like staying up-to-date with social media marketing trends. You may think you've nailed TikTok, but wait...now there's Clubhouse? 

It can seem overwhelming. But fear not! We've got your back and we're here to help you stay ahead of the curve. 

In this post, we'll dive into emerging social media trends such as Social Commerce integration and evolving video content. Plus, get ready for some exciting stuff about Augmented Reality (AR) in marketing! 

We’ll also tackle Personalization through AI and niche social platforms – yes, they’re more important than ever before. Worried about privacy concerns? Don’t worry; we cover that too! 

The Rise of Social Commerce 

Did you know that social commerce is becoming the next big thing? We're seeing a growing shift from regular online shopping to purchasing directly through social media platforms. McKinsey & Company reports that social commerce is one of the fastest-growing retail channels, with sales expected to reach $48.02 billion by 2025. 

This means businesses can reach more potential customers than ever before. It's not merely a matter of visibility. With features like Facebook Shop and Instagram Checkout, brands can sell products directly on these platforms. 

Social commerce is shaking up traditional e-commerce by letting consumers shop where they socially interact. It's an exciting time for marketers to hop on social media trends, and we at Eraser Farm have first-hand experience navigating this new landscape. 

Evolving Role of Video Content 

Video content is fast becoming the go-to strategy in social media marketing. From TikTok's quick clips to Instagram Live, video is king. 

According to a Wyzowl report, 86% of businesses use video as a marketing tool - up from 63% over the last year. This rise points to how crucial videos are for brand visibility and engagement on social platforms. 

A good laugh can boost recall, so humor-infused videos have gained traction too. Just think about your favorite viral ad – most likely, it made you chuckle. 

The Impact of Augmented Reality (AR) 

Augmented reality is shaking up social media marketing. It's not just about fun filters anymore, but a way to engage users in unique experiences. Take Snapchat for example – their AR ads are making waves. 

Beyond catchy visuals, AR can give customers the chance to try products virtually before buying them. This practical application makes shopping more interactive and personalized than ever. 

This technology isn't only accessible to big brands either; platforms like Instagram are democratizing AR, letting even small businesses use it for promotions. 

Personalization and AI in Social Media Marketing 

Social media marketing is shifting gears, thanks to Artificial Intelligence (AI). AI has become a key player in personalizing user experiences. The social media trends don't lie - this isn't just about product recommendations anymore. 

According to Single Grain, brands are using AI for sentiment analysis, chatbots, predictive customer behavior, and more. But why does this matter? 

It's simple: personalized content feels more authentic. It lets social media users feel seen and understood by their favorite brands. 

The Emergence of Niche Social Platforms 

Niche social platforms are on the rise, according to the latest social media trends. These platforms cater to specific interests, hobbies, or communities. Unlike broad-spectrum giants like Facebook or Instagram, they offer a more targeted and personalized user experience, shifting the social media landscape. 

For marketers, this means more opportunities for precise targeting. For instance, Untappd, an app dedicated to craft beer enthusiasts, offers unique advertising possibilities for breweries on the user's choice social media platform. 

But with great power comes a huge obligation. Marketers need to respect these social media channels and their audiences' passion points when crafting messages. Be genuine and add value - that's how you win on niche social platforms. 

Privacy Concerns and Data Security 

With social media marketing, privacy concerns are no joke. But fear not. Marketers can navigate this terrain with savvy moves and still reach their target audience. 

Data breaches, although scary, can be prevented with robust security measures. 

The key is transparency. Be open about data usage - it builds trust. 

Beyond just legal compliance, respecting user's privacy shows you value them beyond their wallet size. It’s like being invited into someone’s home – you wouldn’t rummage through their drawers, would you? 

User-Generated Content (UGC) as a Marketing Strategy 

More businesses are now leveraging User-Generated Content (UGC) to gain an edge in their marketing strategies, as its effectiveness has been demonstrated. Why? Because it's proven effective. UGC gives brands an authentic voice, helps build trust with consumers, and increases engagement rates, often through influencer marketing. 

A Stackla report found that 79% of people say user-generated content highly impacts their purchasing decisions. It makes sense – we trust recommendations from real users more than traditional ads. 

To encourage UGC, start by creating opportunities for your audience to share their experiences with your brand on social media platforms. Remember, the key is authenticity. And don’t forget to read up on content moderation for UGC campaigns

The Growing Importance of Social Listening 

It's no secret that social listening has become a vital tool in understanding consumer behavior. By staying abreast of what customers are expressing about their brand and products, marketers can gain invaluable insight. 

Social listening tools allow businesses to track conversations and trends on social media networks that matter to their audiences. This way, they're better equipped to engage with them on topics they care about. 

This strategy not only helps companies build stronger relationships but also inform marketing strategies for maximum impact. It's time we started giving more attention to this powerful approach. 

FAQs for Trends in Social Media Marketing 

What are emerging trends in social media? 

Emerging trends in social media are fresh shifts and developments that redefine how users interact, share content, or make purchases on these platforms. Social media feeds are having a profound impact on this new wave of marketing. 

What is a trend in social media marketing? 

A trend in social media marketing is a new strategy or tactic gaining popularity among marketers to engage their audience more effectively. From virtual reality to short form videos, a solid social media trend can tip off hundreds to your business. 

What is the trend in social media marketing for 2024? 

In 2024, expect personalization driven by AI and augmented reality experiences to take center stage as major trends in social media marketing. Social media marketers need to stay abreast of these fast-moving changes, shifting their social media presence to reflect their knowledge. 

What's the future of Social Media Marketing? 

The future of Social Media Marketing lies with video content, niche platforms, user-generated content (UGC), privacy focus, and increased use of data analysis tools like 'social listening'. Top social media trends include short form video content and social media strategy - two things for digital marketing agencies to take note of. 

Eraser Farm: Helping You Stay with the Times 

Social media trends shift like sand in a desert storm. But don't sweat it. Eraser Farm is here to help you navigate this landscape. We keep an eye on the newest trends and hottest social media sites, ensuring your company doesn't get left behind. 

We use cutting-edge tools to track these shifts, whether on a social media app or other social media platforms and adjust our strategies accordingly. Our aim? To let your brand shine brighter than ever before. 

This isn’t just about following important social media trends - we make them work for you. From video content to social media ads to AI-driven personalization, we have got you covered. Contact our experts today to get started! 

The Power of Humor In Advertisements

Humor can turn a mundane ad into a memorable one. It's like adding hot sauce to your favorite dish–it spices things up. Brands worldwide use humor, not just because it’s fun, but because it works.  

Funny ads grab attention and make people more likely to remember the brand. They help create an emotional response that connects consumers with brands. 

And let's face it: laughter feels good. Ads that entertain are more likely to be shared or talked about.  

Everybody loves a bit of merriment at times, don't they? So does an advertising campaign. The key is making sure the joke lands while keeping your message intact—just like walking on comedic eggshells.  

Humor: A Great Tool in Ad Campaigns 

When we think about what makes an advertisement stick, humor often comes to mind. A funny ad not only catches our attention but also leaves a lasting impression.  

Research shows that laughing can help decrease pain, tension, and blood pressure levels, prompting individuals to consider a business more favorably and purchase its items. Moreover, 90% of people are more likely to remember a brand's ad if it is funny. That’s the power of humor at work.   

 It's a great tool for making your brand memorable and engaging and offers a great opportunity to humanize your brand. 

Humor Connects with Consumers  

A funny advertising campaign can forge an emotional connection between brands and their audience. By tickling our funny bones, they tap into positive emotions that foster trustworthiness. In today's saturated media landscape, countless brands vie for consumer attention daily. Standing out from the crowd requires creativity – this is where humor can play a part in strengthening brand communication.  

Iconic and Memorable Commercials   

Famous insurance company Geico has long recognized the power of humor in its marketing campaigns. They understand that a good laugh not only captures attention but also leaves a lasting impression.   

Their ad features often revolve around funny scenarios or characters, such as Geico's beloved Gecko or Progressive's quirky Flo. This clever play on humor helps increase brand awareness by making people remember them more easily.   

A case in point is the Super Bowl ads where brands showcase their most humorous and memorable content. A standout example is the Old Spice body wash campaign, “The Man Your Man Could Smell Like” campaign, which was such a hit and a fan favorite due to its wit and charm.   

Dollar Shave Club's commercial titled "Our Blades Are F***ing Great" was another triumph of using relatable humor to connect with consumers. Their tongue-in-cheek approach garnered massive success for this once small start-up company. The hilariously honest representation of their product made viewers laugh while effectively communicating the value proposition - quality razors at an affordable price delivered right to your door.  

Adding Humor to User-Generated Content 

Let's delve into the secret weapon of the digital age – social media, a platform that connects consumers in unprecedented ways. According to Oracle's study, 48% of users feel they don't connect with brands unless their ads spark joy or laughter.   

When it comes to promoting your brand, there's no better platform than social media. Humorous ads possess a unique knack for going viral because people love to share things that make them laugh. It's like a digital ripple effect.   

When your advertisement entertains and amuses your audience, they're more likely to share it with their friends, family, and followers, creating a wealth of user-generated content that can amplify your reach and help you tap into new audiences you might not have otherwise reached. Just think about the countless funny Super Bowl commercials that everyone eagerly waits to share on their social media feeds.

Using Humor to Connect with Gen Z and Beyond   

Humor is a viral catalyst, especially when it comes to engaging Gen Z and other generations. Social media platforms thrive on content that engages, entertains, and sparks conversations. Humorous ads, with their ability to elicit smiles and laughter, are inherently shareable. They encourage viewers to hit the share button, becoming advocates for your brand as they share the humor with their network. This organic reach can extend far beyond your initial target audience, introducing your brand to new potential customers and amplifying your message.  

Driving Sales and Conversions   

Now, you might be thinking, “Okay, humor is great for capturing attention and building brand awareness, but does it really drive conversions and sales for an effective campaign?" Absolutely! When done right, humorous advertisements can create a positive association with your brand, improve customer perception, and ultimately increase purchase intent. According to Marketing Dive, “The Happiness Report” found that 90% of people are more likely to remember funny ads, and 72% of people would choose a humorous brand over the competition. This means your audience is more likely to remember your brand and what you're offering when humor is used. 

Challenges and Trends in Using Humor in Advertising   

Business execs confront difficulties in employing comedy for adverts, as a large majority (95%) are scared of amusing their target market, and 85% feel they don't possess the proper resources or approaches to do so properly. 

A misstep could result in an ad being seen as outright offensive or just falling flat, making people remember your brand for all the wrong reasons. In other cases, some humorous campaigns might resonate well with niche groups but alienate others because humor is so subjective.   

In terms of future trends, relatable humor seems to be gaining ground. Brands like Dollar Shave Club have used this technique successfully by adding a touch of everyday situations into their ads that everyone can identify with.   

Making people laugh isn't just about being funny–it’s also about creating an emotional connection that leaves a lasting impression and ultimately increases brand awareness. So while there may be challenges associated with using humor in advertising today, brands willing to take risks and innovate will likely reap significant rewards tomorrow.   

Tips for Creating Humorous Campaigns for Businesses    

Humor can be an effective tool to capture an audience's attention and foster an emotional connection for businesses. However, it is not just a matter of including some humorous quips. The humor needs to be relevant to your brand and resonate with your audience.   

To begin, it is necessary to comprehend who your target market consists of. Are they more into slapstick or do they prefer subtle wit? A deep understanding of what makes them laugh will help you craft ads.  

Next up is the element of surprise. Unexpected twists can make an ad memorable, much like how a good punchline does for a joke.  

Avoid offensive humor at all costs; it could lead to backlash instead of laughter. Use inclusive humor that everyone can enjoy without feeling targeted or excluded.  

Lastly, keep things light-hearted and fun. An upbeat tone tends to draw people in more than heavy-handed comedy does.  

Ready to add a dose of humor to your next advertising campaign? Get in touch with EraserFarm, where we specialize in creating ads that connect with your audience and drive results.  

Why Is Content Moderation Important for User-Generated Campaigns?

If you’ve ever participated in social media marketing or even just posted something online to a personal social media profile, you’ve likely already encountered content moderation. 

Some platforms require you to wait for approval after sending in a submission. For example, this often occurs in private Facebook groups where most admins have a pre-moderation process. 

On the other hand, maybe you’ve seen users get banned for violating online community guidelines or posting harmful content. This form of moderation is reactive moderation because it’s a response to an already live social media post. 

But even though you’ve likely experienced content moderation, the topic begs the question: why is content moderation important for user-generated campaigns? 

Let’s find out. 

Real-Time User-Generated Content Content Moderation 

Content moderation begins as soon as any piece of content goes live, regardless of the type of content it is or the social media platform it’s on. You must watch comments for inappropriate content, such as the following: 

  • Bad links 
  • Explicit content 
  • Harassment or hate speech 

While the work of content moderation sounds demanding (it is), it’s also necessary to protect your brand’s values and provide the best experience for your target audience. 

In its many forms, content marketing is undoubtedly influential in helping customers make purchasing decisions. However, with it comes the necessary task of ensuring content remains free from negative influences and people with bad intentions. 

For instance, you’ll often find robo-accounts (spam bots) posting a long list of hashtags or unrelated content under your Instagram content. Although it takes time to remove these comments and block these users, you’re doing your brand and customers an excellent service by doing so. 

Why Are User-Generated Campaigns Important? 

UGC campaigns are essential to promote your business with social media. These campaigns create interest in your brand and showcase you as an industry leader. You could even see your product or service go viral or become a trend through one of these campaigns. 

But importantly, user-generated campaigns extend beyond social media. Your website can boost your brand image by displaying positive reviews to showcase customer trust. It just so happens that the focus is on social media because of its broad reach and impact. 

In fact, a 2019 report by AdWeek found that 85% of users say UGC is more effective in influencing purchasing decisions than brand-generated content. This means potential buyers trust other buyers more than they trust brands. This is because buyers spend their own unpaid time curating content to offer an unbiased opinion. 

Why Is Content Moderation Important for User-Generated Campaigns? 

Although moderation protects a company’s online community, it also allows businesses to survey their customers. They can see what customers like and dislike, which helps companies create better content to boost engagement and build trust. 

Not to mention, focusing on supporters creating content can be part of a more comprehensive marketing strategy. 

Why You Need to Moderate User-Generated Content 

We land on a few significant topics to explore when discussing why content moderation is important. Read more about them below. 

Brand Reputation Management 

Most big businesses watch their image like a hawk to ensure it remains strong. User-generated content moderation helps your business stay on-brand and protects brand loyalty. There’s nothing more important than protecting your brand’s image. 

However, if your brand’s image needs uplifting, learn how to create a winning brand strategy for your business before tackling content moderation. 

Understand Your Users

UGC moderation allows you to understand your customers’ needs, which will help you build a better business. For instance, you can view actionable insights to understand customers’ purchasing behavior in your eCommerce store. 

It will also help you discover new ways your customers use your products or services. You can use this information to create better marketing materials in the future. 

Boost Your Organic Traffic 

Did you know that moderating UGC can also help improve SEO and increase your search engine rankings? That’s right; UGC will help your website rank faster and higher, mainly when you publish reviews from real customers. 

Google loves new content, so the more high-quality content you publish, the higher your ranking. Posting a constant flow of recent reviews on your website is an easy way to automate your SEO strategy. 

Plus, a higher ranking will lead to better brand recognition and even more conversions from potential buyers. 

Deal With the Trolls 

It’s easy for some trolls to throw a wrench in your marketing campaign by spamming a product review with misleading or false testimonials. Nothing will drive potential customers away faster than a long list of poor reviews. 

But when you moderate user-generated content, it drives these trolls away. 

How Does Moderation Work for User-Generated Campaigns? 

Skilled and experienced human moderators often handle content moderation to ensure the best user experience for potential new clients and recurring clients alike. Most social media platforms have their own moderation teams to keep their sites secure and scan various forums for content that should not be online. 

Yet, human moderators can be a significant business cost for social media providers, and the job is often grueling. Scanning the web for harmful or dark content can take its toll. This is why many also rely on artificial intelligence (AI) for content moderation. 

Of course, you can also moderate user-generated content yourself or amongst your marketing team. But this is time-consuming and not the best use of your resources. If you want a more hands-on approach to tackling the content moderation process, there are moderation tools you can use, especially those that employ AI, or you can hire a company that provides content moderation services. 

An effective content moderation strategy comes down to spending less money on better resources to ensure your UGC campaigns are always successful. 

Implement Content Moderation in Your Next User-Generated Campaign 

So why is content moderation important for user-generated campaigns? Aside from keeping your company’s online community a positive experience, content moderation allows you to protect your brand’s image, understand your users, boost organic traffic, and manage hateful trolls. 

If you’re ready to craft your next user-generated campaign or need other assistance with your digital marketing strategy, let’s have a chat about how EraserFarm can help you create better content. Our team of experts will offer advice and guidance on taking your marketing strategy to the next level! 

Why an Emotional Appeal in Advertising Is So Important

Have you ever scrolled on social media, saw an ad that pulled at your heartstrings or made you giggle with laughter, and instantly bought something?

If so, that was the work of emotional advertising, part of the more general concept of marketing communications. As the name suggests, emotional ads use emotions to connect with consumers and entice them to buy a product or service.

And it has a high success rate!

Thanks to our natural emotional responses, consumers are more likely to make an emotional purchase than an informed purchase. With that said, let’s explore the importance of emotional appeal in advertising.

Understanding Emotional Appeals in Advertising

The emotional marketing strategy aims to create an emotional connection between the target audience and the product or service in the advertisement to influence the consumer’s decision-making. The consumer will actually make decisions subconsciously, without the rational brain even knowing it!

The Difference Between Rational and Emotional Appeals

Rational appeal in advertising focuses on logic and reasoning. These ads persuade consumers to make a purchase decision using rational thoughts or those based on the facts and features of the product or service. Rational ads may highlight the following:

  • Benefits
  • Functionality
  • Price
  • Quality

Conversely, emotional appeal focuses on evoking an emotional response and getting the consumer to purchase based on desire. The power of emotional advertising effectiveness surpasses that of rational appeal.

The concepts come from the three persuasive techniques: pathos, logos, and ethos. Pathos appeals to emotion, logos appeals to logic, and ethos conveys credibility and authority.

Examples of Emotional Appeals in Advertising

One of the best-known marketing campaigns that uses positive emotions is Coca-Cola. Their historic “I’d like to buy the world a Coke” campaign invokes happiness and creates a positive association with their product. This persuades consumers to buy Coca-Cola and share it with their loved ones.

Dove’s Real Beauty campaign also used happiness to show that others typically view us more beautifully and happily than we envision ourselves. The campaign was a massive success and still widely circulates on the Internet today.

Nike’s advertisement with Colin Kaepernick used a sense of pride to make its target audience feel good about the brand and themselves for supporting the company. Pride is a valuable emotion to help build brand loyalty. Further, celebrity endorsements, like those from Kaepernick, can help elicit a stronger consumer response when combined with emotional appeal.

On the other hand, Apple uses desire for the newest technology to get consumers to buy the latest iPhone model yearly. Even if there aren’t significant differences between the models, consumers are always lining up for the next iPhone!

Anti-smoking campaigns use fear appeal ads, showing rotting teeth and black lungs, to convince people not to smoke or to quit.

Political campaigns will use comparison to highlight the positive attributes of their campaign and the negative qualities of their opponents.

ASPCA and the UN World Food Program (WFP) often invoke sadness by showing abused animals or testimonials from hungry children to get consumers to spring into action and donate to their campaigns.

Does it really work, though?

It sure does! The New York Times reported that ASPCA raised $30 million from one campaign alone!

The Types of Emotional Appeals and How to Use Them

There are two primary types of emotional appeals in advertising: positive and negative. Some examples include:

  • Adventure
  • Anger
  • Comparison
  • Fear
  • Greed
  • Guilt
  • Happiness
  • Humor
  • Love
  • Outrage
  • Pride
  • Sadness
  • Trust

Both are powerful tools to use when creating emotional appeal advertising.

However, when consumers have a consistent negative emotional experience with your product or service, it can be bad for your brand awareness. So, while negative emotions can be a powerful tool in emotional appeal, you shouldn’t always use them in your campaigns.

Whichever emotion you use for a campaign, ensure you use the same appeal across all marketing channels. Integrated marketing services can help you achieve this.

Tips for Using Emotional Appeals in Advertising

So, how do you go about using emotional appeals in ad campaigns? Follow these tips to help you create emotional content that will influence consumer behavior.

Create an Objective

The objective of your ad is its purpose. What action do you want the viewer to take after seeing the advertisement?

Once you know the objective, you can identify which emotions will help accomplish that goal. The feeling should be appropriate in the ad’s context. For instance, using happiness and excitement in an advertisement for an organization like Save the Children would be off-putting.

Use Visuals

Visuals are imperative for helping consumers see your message. You should use pictures and videos in your advertisements to elicit a stronger emotional response.

Observe Your Competition

Monitoring your competition can help you stay on top of market trends and allow you to form better marketing strategies. If your competitors use a specific emotion, you should consider utilizing the feeling or a similar one, especially if the consumer response is positive.

Track Changes in Customer Behavior

Spending habits and consumer actions change over time. This means you must pay attention to changes in your audience’s behavior, so your advertisements don’t miss the mark.

Remember that Pepsi commercial with Kendell Jenner? The one where she stopped a protest and created a bond between protesters and the police with just a single soda?

You don’t want your advertisement to end up with a response like that commercial did. The backlash was harsh and lasted several months.

Conduct market research and perhaps even hold focus groups regularly to ensure you are current on consumer spending habits.

Additionally, since so many different types of advertising exist, you want to ensure you continue to advertise on the right platforms, whether it’s on social media, television, or elsewhere. Research the best places to promote your business to achieve your goals.

Let’s Have a Chat About Your Advertising Campaign

Emotional appeal in advertising has the power to convince consumers to buy your product or service at a moment’s notice. You're missing out on precious consumer dollars if you don’t incorporate emotions into your ads.

To improve your advertising campaigns and attract more customers, let’s have a chat. Our team at EraserFarm can help create emotional advertisements that will have consumers lining up to purchase from your business!

How to Create a Brand Story Video

On YouTube alone, users upload a staggering 5 billion videos a day. 

With that many videos on various online platforms, creating high-quality content for your video marketing strategy is essential, so your ideal customers can find you. 

Additionally, you should build a brand for your company or small business to really connect with customers. Instead of just a business, a brand allows you to build relationships with potential customers and retain them as loyal buyers. 

And one of the best ways to build brand awareness is by creating a brand story video. Without further ado, let’s dive into how to create a brand story video that will connect with your target audience! 

create a brand story video

Determine Your Video’s Purpose

Before making video content, you must identify the purpose or the ‘why.’ 

Your ‘why’ is the common ground you share with your clients; your desire to fix a problem drives your ‘why.’ 

Clearly define your goals for the video before you strategize the content. This ensures your video meets the mark. Plus, your production company will need to make fewer edits after filming. 

Identify What Hooks Your Audience

When creating a video strategy for your brand video, you should always begin with a fantastic hook to grab the audience’s attention. Without it, no one will watch past the first few seconds of the video, even if you’re telling a good story. 

Building an initial emotional connection is the perfect way to start a compelling brand story. 

Yet, to craft a hook that works, you need to know your target customer inside and out, including their pain points and desires. Then, you can be intentional about the message you’re sending to them. 

Don’t forget to include subtle brand elements in the hook, as well, for maximum effect. 

Make a Plan for Your Video

At this point, you must also decide what type of video you want to make and the information you’ll share. Some examples of video content include: 

  • Behind-the-scenes (BTS) videos 
  • Case studies 
  • Company culture videos 
  • Explainer videos 
  • Interviews 
  • Meet the team or employee spotlight videos 
  • Mini documentaries 
  • Origin story videos 
  • Product demos 
  • Q&As 
  • Testimonials 
  • Tutorials 

If you’re unsure what type of video to make, look at your general marketing plan for guidance. It can help to see your overarching marketing goals to identify which video will fit best into your strategy. 

Also, it would be best if you started coming up with the concept of the video and the elements you want to include. For example, which employees will be in the video? Will you need voiceover or animation elements? What’s your budget? 

Now is the time to nail down all the details. 

write a brand story video

Show Your Brand’s Story in a Relatable Way

You’ve probably heard it a million times, but video storytelling focuses on the ‘show-don’t-tell’ concept. Show customers your brand values so they can see what sets you apart from the competition. 

Simultaneously, you should do this in a relatable way. Your customers want to feel seen and heard. Don’t let the video be solely about the company. 

Spotlight the viewers. Tell them what you’re doing as a business owner to solve their problems. The more your video resonates with customers, the more successful it will be. 

Incorporate Your Brand’s Visuals and Sound

To drive home your brand message, use all aspects of video content, such as editing, music, and visuals. You likely already have brand colors, so definitely integrate them into the video, too. 

Whatever visuals customers connect with your brand, you want them in the video to lay the foundation of your story. 

Be Creative and Unique

Often the most overlooked tip regarding how to make a brand storytelling video is to think outside the box. There are no rules for content creation, so you can be as imaginative as you want. 

When you tell your brand’s story, break free of all previous preconceptions. Go big and push the envelope! Forget video templates and come up with something uniquely different. 

As long as you stay true to your brand, be bold with the videos you create. It will help you stand out. 

Include an Effective Call to Action

Every great brand story ends with a call to action (CTA). Your viewers must know what the next step is after the video ends. 

Typically, you use a soft CTA rather than a hard sell for a brand video. The takeaway won’t be to “Buy Now!” as you don’t want to come off too strong. 

Instead, you want the viewer to search for more information about your company and how to do business with you. Remember, the brand video is often part of the beginning of the journey. The viewer is at the early stages of the sales funnel. 

So gently guide them in the right direction, using action language that empowers your audience to make the next move. 

Share Your Brand Story Video Online

Social media is an incredibly powerful tool, especially if you know how to use it to your advantage. Even if you don’t create a video specifically for social media, you can still post it on your channels. 

This allows you to access more people with one video, thus maximizing its return on investment (ROI). When posting on social media, use the metrics and analytics features to see the best time to post. Also, include a creative caption and some hashtags. Following this video production guide can also give you more ideas for sharing your video. 

If you’re making a video specifically for social media, decide ahead of time which platforms you want to use. This will help you determine which video format is best. 

Get Help Creating an Engaging Brand Story Video

Creating a brand video that has a broad reach and brings customers to your doorstep is possible when you follow our advice. 

But if you still have questions about how to create a brand story video, let’s have a chat! Our team of creatives has the skills and expertise to make amazing videos for your business. 

In addition to marketing videos, we also make other types of content. So let’s discuss your marketing goals and create an action plan together that will drive memorable messaging and brand enthusiasts. 

How Has TikTok Changed Marketing?

Last year, TikTok was the most downloaded app in the world, with 850 million downloads.

Because TikTok continues to dominate digital advertising trends year after year, it’s no surprise the app has changed the way businesses create content and social media marketing campaigns.

It is its own ecosystem, after all!

How has TikTok changed marketing, exactly? Let’s dive into the details.

TikTok’s Audience and Reach

If we’re discussing how TikTok has changed marketing, we must start with its audience and reach. TikTok has a solid user base with Gen Z. In fact, nearly half of TikTok users are Gen Z. However, this also means that half of TikTok users are from other demographics, too, like Millennials and Gen X.

TikTok is the sixth most popular social media platform, with one billion monthly active users (MUAs). This is nearly double the app that first introduced short-form videos, Snapchat. In its entirety, over three billion people have downloaded TikTok, compared to one billion downloads for Snapchat.

Further, HubSpot details the following about TikTok:

  • By 2024, retail brands will spend more on influencer marketing on TikTok than Instagram.
  • It has the fourth-highest audience engagement rate for user-generated content (UGC) campaigns.
  • Its cost per mile (CPM), or cost per thousand impressions, is half that of Instagram.
  • The largest audiences are in Brazil, Indonesia, and the U.S.

Hubspot also mentions that TikTok has the fourth-best algorithm. The PBS documentary TikTok, Boom expertly discusses how the TikTok algorithm operates to explain how TikTok creators generate more followers.

How Has TikTok Changed Marketing?

The TikTok user base is clearly massive. With this many active users, how has TikTok changed the marketing industry? We explore some of the ways below.

TikTok as a Search Engine

TikTok is becoming a search engine, especially for younger people. This is caused by most people having short attention spans, and TikTok provides quick and concise information. It is also because video content significantly helps viewers retain information better than other forms of content.

Although Google is still the top place people go to search, many younger generations are using TikTok to search for things like restaurants to try.

Social Media Marketing Is More Creative

TikTok marketing takes creativity to the next level because the app comes loaded with features like:

  • AR effects
  • Editing tools
  • Filters

This encourages businesses to get more creative with their content. Following TikTok trends and using hashtags are also fantastic ways for companies to make content they wouldn’t otherwise create.

More Engaging & Personal

Since many TikTok videos are personal and intimate and often tell a story, it helps to form a bond between users and your brand. This is contrary to other platforms that are more curated, like Instagram.

Thus, TikTok is the ideal place to capture the hearts of your target audience.

Additionally, TikTok videos are more engaging than content on other platforms. Users spend nearly an hour on the app daily, with younger users spending an hour and a half daily! For comparison, the average user spends just 30 minutes a day on Instagram and roughly 20 minutes on YouTube.

Marketing Is More Interactive & Entertaining

TikTok videos tend to be more fun and entertaining than on other platforms. After all, the app became popular for people recording themselves dancing and lip-syncing! And because of features like Live and Duets, TikTok is incredibly interactive.

For entrepreneurs who want to connect with their audience and promote products or services in a fun way, TikTok is the place to do it.

Global Reach

TikTok has users in 150 counties, making it the ideal platform for those who want to reach a global audience. For instance, if you’re an eCommerce brand that ships internationally, you want to focus some of your marketing efforts on TikTok.

Even though platforms like WhatsApp and LinkedIn are in more countries, 180 and 200, respectively, TikTok still offers a far more extensive global reach because users spend more time on TikTok than other apps.

Marketing Is More Shareable & Efficient

It’s super easy to share TikTok videos with others. That’s why many marketing experts agree that if you’re a startup or small business trying to create a viral video, you’re more likely to go viral on TikTok than on Instagram Reels.

It’s even more likely your content will get views or go viral when you collaborate with TikTok influencers or content creators in your industry. With access to the fan base of those with a large following, you can create new content that is highly shareable and likely to draw a lot of attention.

Is TikTok a Good Marketing Tool?

TikTok is one of the best social media marketing tools for large and small businesses. The app allows you to:

  • Build brand awareness.
  • Create a community.
  • Form partnerships.
  • Sell products and services.

Also, you can track analytics in real-time to assess your ad spend and the effectiveness of your campaigns. If you notice an underperforming video, simply access the metrics page to see why.

  • Did you post at an unusual time?
  • Did the video lack creative features?
  • Was the video less engaging than your usual content?
  • Was the video targeting a group outside your core audience?

These are just a few questions to ask, as there could be many reasons why a video missed the mark. However, using analytics, you can always check in to see what content your audience loves (and performs well) and what content you should avoid.

This way, you can maximize your ad spending and ensure your content and ads always perform well. Go one step further and use the information to help your brand expand its audience!

Take Your Social Media Marketing to the Next Level

TikTok has changed many aspects of digital marketing for the better! Content is more creative, engaging, and interactive, which is great for viewers.

If the TikTok community continues to scroll past your TikTok ads and videos, then it’s time we chat about your content creation and digital marketing strategy.

Contact us at EraserFarm to learn more about how our team can help take your content to the next level!

Why Content Marketing Is Important for B2B Brands

Why Content Marketing Is Important for B2B Brands

Data from Hubspot shows that in 2021, video content was the most shared content type used in content marketing strategies. Amazingly, almost 70% of content marketing services agencies reported it was their primary form of media!

However, video content is far from the only type of content businesses can create for their content marketing strategy. The content types are endless, from infographics and white papers to case studies, webinars, and podcasts.

Regardless of the content you create, the point is, content is still king. (Yes, we’ve been saying this for years, but it’s still true.) Business-to-business (B2B) companies must create quality content to find new customers.

But content marketing does more than just find qualified leads. So let’s get into why content marketing is essential for B2B companies.

What Is B2B Content Marketing?

B2B content marketing is when companies create and distribute different content formats for the following purposes:

  • Expand audience
  • Build trust
  • Create demand
  • Educate clients
  • Establish authority
  • Find leads
  • Generate interest

While deeply connected, content marketing differs from social media marketing in that social media marketing drives engagement through interactions, and content marketing directs potential customers to the company’s website.

How Is B2B Content Marketing Different Than B2C?

B2B digital marketing is about generating leads and forming relationships since the buyer’s journey can take several months as they work through the sales funnel. It’s similar to inbound marketing, where you create content that aligns with your target audience and fosters long-term relationships.

On the other hand, B2C digital marketing focuses on brand awareness and sales. The goal is to quickly reach and convert the target audience into paying customers. Since the buying journey is much quicker than with B2B sales, there isn’t as big of a focus on relationship building.

Why Is B2B Content Marketing Important?

Want to increase your B2B sales? Create good content. Various studies have proven its success time and time again. So let’s explore more in-depth why having a solid content marketing plan for your company is key.

Cost Effective

Content marketing is a much more cost-effective way to increase your business’s online visibility than other digital marketing efforts, such as email marketing.

Although search engine optimization (SEO) doesn’t end with content marketing, it plays a vital role in boosting organic traffic. Keyword targeting, link-building with backlinks, and regular posting will improve SEO through content marketing.

Ergo, it’s a no-brainer why content creation makes up a significant portion of a business’s marketing budget – it has an excellent ROI.

Help B2B Buyers With Purchasing Decisions

As a business, you’re a thought leader in your industry, and content creation is the perfect way to share your knowledge with B2B buyers.

Think about creating long-form how-to articles or instructional videos. Additionally, you can get inside your customers’ heads to figure out their pain points – and then show them how your product or service tackles them as the perfect solution.

Essentially, each piece of new content you create has the potential to develop trust, establish credibility, and demonstrate to decision-makers why they should buy from you.

Long-Term Results

Evergreen content is content that always stays relevant, increasing your content’s longevity. You can maximize your content by cross-posting it on various social media platforms over time, and it will always stay fresh. Way more bang for your buck.

You can also share this valuable content with your sales team, which they can use with customer outreach. Even your customer support team can use these pieces of content to help with customer inquiries.

And if you’ve done your job right and your evergreen content ranks well, it will continue to direct clients to your website.

Generate High-Quality Leads

Your business should absolutely use content marketing to generate leads. Once you know your buyer persona, you can create content that leads them through the buyer’s journey. Your content will encourage potential clients to continue the sales funnel, eventually leading to more conversions.

Then, follow analytics and metrics to tweak the content you create or when you share social media posts. This way, you can maximize how many potential customers you reach. For instance, if you find your LinkedIn posts falling flat, change your content or choose another platform to post on.

Further, according to the Content Marketing Institute, content marketing is also the most significant driver in demand generation. 83% of marketing teams said it was the most effective strategy to generate demand, with SEO and paid advertising trailing behind.

Stay a Step Ahead of Your Competition

Even though the data shows that high-quality content is best for lead generation, many businesses still aren’t living up to what customers want.

When you don’t put effort into the strategy, you’re basically handing customers directly to your competition. So instead, analyze what your competitors are doing and outpace them with an even better approach. For example, if you notice their informational videos are performing well, invest in creating high-quality videos of your own. (And ideally, ones that are better!)

All in all, create engaging, educational, personable, and shareable content.

Build Connections & Create Trust

Through thought leadership, you can create brand awareness, which, in turn, builds trust. When customers trust your word, not only will they buy from you, but they will become return customers. They will also tell others about your product or service, bringing even more clientele to your door. Developing a positive reputation for your business is priceless.

Create Organic Website Traffic

Your content marketing efforts should always keep in mind the long-term goal: to generate leads through search traffic growth. Thus, your content should consistently send people to your website, increasing organic traffic.

While paid advertising can help you in the short term, it’s an expensive long-term strategy. When you invest in creating high-quality educational content, you will spend far less while maximizing exponential growth.

Start Building Your B2B Content Marketing Strategy

If you’re looking for professional advice or assistance with your B2B content marketing campaigns, let’s have a chat! This is exactly what we do best at Eraser Farm. Contact our team to learn more about our services and how we can help.