A Look at Some of Our Favorite Customer-Focused Campaigns
Although we could write several blogs about all the great marketing campaigns that inspire and motivate us to be the best marketers possible and make the most effective material – in this blog, we’re looking at a few that we really admire because of how relatable and real they are. We’ll be breaking them down, thinking through what made them so successful, and in turn – helping you brainstorm your next campaign. Follow along as we dive into these customer-centric campaign leaders.
Apple’s #ShotoniPhone Campaign
No matter where you’re located – you’ve likely seen this one around town. On billboards, buses, signs, or online. iPhone and Apple’s popularity is pretty known, but what we didn’t know when the iPhone first became popular was that it would eventually completely replace the digital camera. And that’s what this campaign shows; that you can take photos with your iPhone that are as beautiful as a camera that would cost you thousands. That’s great and all, but that alone would not convince people of today. So, why’s this campaign so successful? It gets real people involved. It’s relatable. The photos are not only from real Apple customers – but include their names. If someone wanted to, they could look up the name of the person in the bottom corner associated with taking the photo and learn more about who that person is. The best part? Not all of these people are photographers, showing that anyone could use the iPhone to take great photos. This tactic is pretty genius and builds trust – as no one would really care if it was simply a generic photo that easily could have been taken on a Canon. “According to various studies, over half (51%) of Americans trust user-generated content more than other information on a company website and claim that it influences what they buy and where they buy it from.”
Coors Light’s #CouldUseABeer Campaign
Another campaign that spoke to the general public and got them involved during a difficult time? Coors Light’s #CouldUseABeer. After a photo of a quarantined, 93-year-old woman asking for a beer went viral, Coors Light engaged with its audience by offering free six packs to anyone who was tweeted about (who – you guessed it, could use a beer). This tactic of giving away free items may seem pretty crazy, but it can go a long way. Although Coors Light gave away over 500,000 beers, their name was tweeted about again and again, which led them to trend, and boosted their reputation in a time of need.
American Apparel’s Direct Email Marketing
Known for being trendy and modern, American Apparel is no stranger to effective, up-to-date, customer-centric marketing. We’re specifically impressed with their to-the-point email marketing. No frills, no fluff – just what the customer wants (sales, discounts, and freebies). American Apparel always ensures that there’s no guesswork for their customers. Simple and sleek, their emails are call-to-action forward without being in-your-face.
Mercedes’ “Like You” Campaign
How do you relate a high-end brand to a broader audience of customers? Relate it to them, literally. Mercedes’ “Like You” campaign did just that. Called to several different types of audiences with phrases like, “Detail-obsessed, like you”, “Groundbreaking, like you”, “Original, like you” and “Curious, like you”. And not only was this phrasing compelling, but consistent. For the span of the campaign, potential customers could find the phrasing on billboards, signs, online ads, and on tv. The consistency was key, in that potential customers began to associate themselves with the brand and possibly even buy a Mercedes.
Airbnb’s Use of User Generated Content
Similar to Apple’s tactic, Airbnb uses the photos, videos, and feedback of its customers in its campaigns to promote beautifully classic or uniquely interesting places to stay. “Millennials spend 30% of their media time (5 hours/day) engaged with user-generated content (UGC). Coincidently, this is the same generation that drives Airbnb’s success in the sharing economy.” Airbnb keeps things personal and personalized by including its audience, which facilitates a happy and loyal community of customers.
Coca Cola’s Share a Coke Multichannel Campaign
We all know this one. There’s nothing more personal than having your own name on a Coke bottle – which is exactly what Coca Cola did for its ongoing “Share a Coke” campaign. Whether you customize your bottle or simply find your name in store, you’re likely to share it with the world through text, email, on social, you name it (no pun intended)! And its rollout in 2011 sure worked in building brand awareness, boosting sales, and creating positive brand recognition, as “Young adult consumption increased significantly during the campaign, up by 7%, making 2011 the most successful summer ever. The campaign earned a total of 18,300,000-plus media impressions.”
Spotify’s #2020Wrapped Campaign
If you have any form of social media, you’ll likely remember this campaign flooding your feed, and maybe you even took part in it. At the end of 2020, Spotify allowed its customers to see their year of music with “2020 Wrapped”, which compiled their listening into a lovely array of photos and stats. Viewers loved seeing their personal data compiled into a nicely packaged marketing piece – and loved sharing their interests with others. Smart on Spotify’s end, because it not only gave them free marketing, but boosted their recognition.
So, What Have We Learned?
If you haven’t noticed, most of these campaigns share one key factor; relatability. How can you use relatability to create effective campaigns, too? Know your audience. Before even starting to brainstorm a campaign, make sure you’re fully aware of who, where, and when you’re targeting. And when you do start your campaign based off your findings, use that data and understanding to carefully craft consistent messaging that includes clear call-to-actions and personalized, catered content. Use hashtags, giveaways, QR codes, PURLs, BRCs, and more to engage with your audience and include them in your campaign. And, when and if appropriate, sprinkle in some humor.
Interested in making an impactful, relatable campaign that can help boost your company’s marketing efforts? Not sure exactly where to start? Look no further. Strata’s here to help. Contact us today to get the brainstorming started.
San Antonio, Here We Come!
At Strata, one of our favorite things to do is talk marketing. We’re problem solvers, and we pride ourselves on helping industries overcome their marketing challenges. With healthcare marketing being one of our many specialties, we’re excited to announce that the Strata team is heading back to the annual SHSMD Connections Conference in San Antonio, Texas from September 19th-21st, and we couldn’t be more excited!
SHSMD? What’s That?
For those who’ve never heard of SHSMD (aka the Society for Health Care Strategy & Marketing Development), it’s an AHA professional membership group that focuses on how the industry can evolve and change with new strategies, marketing, and technology, serving more than 4,000 members.
This year, SHSMD is celebrating the 25th anniversary of their annual “Connections” conference, and we can’t wait to connect with some of the industry’s best marketing and communications strategists. It’s been two years since we’ve been able to interact with these professionals in person, and we’re excited to be able to once again inform, challenge and validate their thinking, while also learning from the conference’s guest speakers from all over the country.
What We’re Looking Forward to & What We’re Bringing
This isn’t our first rodeo (even though it’s our first time going to Texas), as we’ve attended this conference for 20+ years. However, this will be our first time back with a refreshed look, thanks to our 2020 brand refresh. As marketing experts with almost 30 years of experience, we’re excited to bring our expertise to the show, and create some new, long-lasting relationships.
It’s clear that the healthcare landscape is evolving faster than ever, and to stay competitive, hospital systems need to start looking at marketing as a strategy rather than an afterthought. We plan to go into the show with an open mindset and to educate healthcare industries on the importance of New Mover Marketing and how SmartMove can help them achieve their patient acquisition goals.
If you don’t know who (or what) we do, Strata offers a wide range of client-driven solutions to help companies solve complex marketing and communications challenges. We’re a lot of things (innovators, go-getters, marketing experts), but we’re people first—and we know you are, too. That’s why we believe the best way to help a business achieve its marketing goals is by focusing on the people who work there.
If you’re attending this year, stop by booth 216 to learn more about how Strata can help you with your marketing efforts. We can’t wait to meet you!
If you’re not attending the upcoming conference- no worries. Contact us today to discuss your own personal marketing plan from the comfort of your own home.
A Strata YouTube Channel Original
We’ve all heard the saying “know your audience” before, but what does it really mean, and how will it help you plan your next multichannel marketing campaign? In our most recent YouTube video, we dive into some tips & tricks for targeting your perfect multichannel campaign audience.
Really Know Your Audience
Before you even start your campaign, you need to nail down who your audience is and why you’re targeting them. Recent surveys show that 74% of consumers get frustrated when they receive content that has absolutely nothing to do with their interests, which is the main reason companies are quickly switching to multichannel marketing campaigns – designed to be customer-centric, provide a top-tier experience, and drive high ROI. But success still comes down to how well you know your audience, which is why it’s so important to create accurate customer personas. A persona is simply a fictional character that represents the ideals and motives of your target audience. Some common (and extremely useful) research tactics to create correct customer personas are researching buying habits, consumer preferences, search behaviors, and communication methods. Don’t limit yourself to just one persona if it’s useful to create more! You can utilize several different personas depending on how diverse your target market is. It’s important to think beyond your “classic customer,” and diversify your buyer profiles.
The Buyer Journey
Outlining and creating a framework for your buyer’s journey will dramatically affect your sales. Some key questions to ask yourself to understand their journey are:
- “What purchases are being made?”
- “Where are the purchases coming from?”
- “How are they making purchases?”
These questions will help you build a premium customer experience from campaign start to finish. The more data you’re able to acquire on their buying habits/decisions, the better you’ll be at mapping out their customer journey. After narrowing down your audience, you can better source all imagery, content, and workflows they’ll come across throughout the campaign.
Want to learn more about perfecting your multichannel marketing audience? Click on the video below to hear more on this topic from our Marketing and Social Media Coordinator, Bridget. Or, if you’d like to discuss this concept with one of our multichannel experts, contact us today to get your next (or maybe your first) multichannel campaign started.
All Your Questions Answered
There’s a lot of buzz around new mover marketing and the best ways to target potential new customers. And with all the attention and noise around it, the topic can get confusing and leave a lot of essential questions unanswered. Today, we’re going to answer all your questions about new mover marketing – and give you some insight into how to start a successful and smart new mover campaign.
Why should I target new movers in the first place?
Easy answer. With over 13% of Americans moving ever year, a ton of new movers are not only new to your area, but are looking for your business. They’re in a stage where they’re starting to develop what will become habitual shopping/buying habits and not looking for a reason to spend, but where to spend. Recent surveys show that 80% of new movers are willing to try new products since they’re in a new market and searching for new businesses and services. Also, how else are you going to replace those long-term, current clients that are moving out of your market area?
In what industries is new mover marketing effective?
Movers moving into a new house spend on average, $9,400 post-move, and that’s split into several different industries depending on the individual. When people move to new areas, they have several new (and already existing) needs that can only be met by several different industries. This means a new grocer, new healthcare provider, new dentist, new restaurants, a new gym… list goes on and on (and on).
Is it possible to segment who I target?
Yes, you can segment who you’re targeting based off age, demographic, and even by household income, to identify your ideal customer profile. The level of available segmentation depends on your new mover marketing partner and the technology that’s provided, but it can (and has been) done.
Can I have more than one touch point across several channels?
Absolutely! We recommend implementing multiple touch points that come from different angles. This means reaching your customers through several different channels, such as digital, direct mail, and email. All of these channels of communication, used together and correctly, are proven to show effective ROI.
How can I grow my new mover market through direct mail?
With around 61% of customers finding direct mail influential in making purchasing decisions, it’s important to make it one of the cornerstones of your new mover marketing campaigns. Direct mail can be personalized for the consumer, be authentic to your brand, and provides opportunity to be creative with how you market products and services to your consumers. Mailers that typically work best for new movers are dimensional mail, postcards, and bi-folds with incentive items.
How can I grow my new mover customer base with digital ads?
Hand in hand with direct mail, digital ads are excellent in getting your company’s name across your potential customer’s device. Creating display and banner advertisements is an effective way to send customers to your website or to a specific landing page. The power of digital marketing often speaks for itself, so it’s important to have elements of it involved in your new mover marketing campaign to reach all potential customers – not just some.
What kinds of responses should I expect throughout my campaign?
This all depends on the structure of your campaign and what kind of responses you’re aiming for. For instance, if you include a business reply card (BRC) within your direct mailer, your response rate will be based off how many potential customers fill them out and return them. Furthermore, the more aggressive your offer is for a direct response, the greater the response will be. Responses typically vary between industry and how many different touch points are built into your campaign. Response rates can also be determined by digital ads based off the number of consumers that interact with your landing page by clicks or submitted forms.
What’s the best way to track responses from my campaign?
When executing a new mover marketing campaign, make sure the program you’re using can easily track all progress, responses, and data that comes with the campaign. Find a partner with access to technology that allows you to see real time responses for your campaign and gain intelligence from those responses to make adjustments as it’s executed.
How do I effectively set up a new mover marketing campaign?
Picking the right partner is everything when it comes to successfully setting up a new mover marketing campaign. The right partner will provide the right data, the right technology, and a partnership with strong content creators who will represent your brand correctly. Work with a company that understands your markets and has several years of experience.
Looking for ways to incorporate a new mover marketing strategy into your next campaign? Here at Strata, we have years and years (and years) of experience under our belts. We’re here to assist you with all your new mover marketing questions and needs. Contact us today.
How to Take Advantage of These
Tiny Lapses of Time
In today’s digital world, whether we realize it or not, we’re surrounded by buzzwords. As we evolve and try to keep up with the newest technology and trends, these buzzwords continue to evolve as well. These terms can be intimidating if you’re new to the digital marketing realm. However, they’re usually simply better ways to understand digital strategies, tactics, and optimizations available to your company. The more comfortable you get with buzzwords, the more involved your company can be with this ever-changing digital world, especially over your competitors. In this first blog of the “Buzzword Alert” series, we’ll be breaking down a very popular buzzword – the “micro-moment.”
Micro-Moments – What Are They?
“I want it NOW” is what today’s buyers are saying during their buying journey. They want immediate gratification, and they’re making decisions faster than ever before. This moment of instant need is called a “micro-moment”; the moment of intention when a consumer turns to their device to act on a need or want. Micro-moments are intent-rich moments when decisions are made and preferences are shaped. In these specific moments, consumer expectations are higher than ever. Whether they’re looking to learn something, do something, discover, watch, or buy, they want to act in that exact moment. Since consumers are never too far from their devices and can find just about anything by the click of a button (91% of people use their mobile device to research information in the middle of a task), micro-moments are a game changer for many companies.
Why is it Beneficial to Know About These Moments?
Like we said, it’s so easy for consumers to quickly find something on their phones, giving your company the opportunity to utilize keyword research tools and social listening to help better understand where, when, and how they’re making purchasing decisions. These tactics will allow you to better optimize your products and services in real time based on your customer’s needs. And ultimately, this strategy will put you in a great spot (over your competitors) to offer more personalized content for your customers. If your company’s site pops up at the right moment and offers a buyer what they want, your brand’s performed a successful customer engagement. Maybe they’ll bookmark your page for later, send a link in a text message, watch a video, or – the end goal – buy your product.
How to Effectively Show Up in These Moments
Once you understand when and where your current and potential customers are showing up, make sure you are as well. The best way to show up and present your brand in these moments is to strategize being responsive and supportive. It’s one thing to make yourself available, but another to know how and what works best for your audience. Whether this is through a chat box, pop-up ad, or video, create a strategy that works across multiple channels so you don’t miss any potential customers. Usually, the more places you are, the better. Of online consumers, 69% agree that the quality, timing, and/or relevance of a company’s message influences their perception of that company’s brand. Make sure that when your customers are in these moments, they’re experiencing relevant content that resonates with them. Customers want deeper levels of engagement, so if you’re going to appear within their micro-moments, make your content something worth clicking on. With relevant information comes an effortless process to deliver it. Make your message intriguing yet simple to understand to minimize the chances of customer drop off. And if they do drop off – be sure to retarget. Autopilot found that brands who stay in touch with consumers every two to four weeks generate twice as many leads as brands who don’t.
See These Moments in Action
Here’s an example of relevant and easy placement. You’re on your computer streaming your favorite show and – in this moment – ads for the brand “Missguided” appears – offering relevant, related content. This clothing company’s advertising the same clothing women are wearing on the show you’re streaming. The brand’s realized that their target audience is often interested in this show, providing them the perfect moment to bring these outfits to your attention.
Another example? L’Oréal’s created a personalized mobile app called “Makeup Genius.” Within this app, when you take a picture of yourself, you receive customized makeup recommendations. These are rendered on the screen, and soon after, the app allows you to purchase the recommended makeup right from your phone. Here, L’Oréal both creates and takes advantage of these micro-moments of need.
In marketing, the name of the game is thinking ahead and being one step in front of your competitors and consumers. Micro-moments are all about showing up at the right time and place, with relevant and easy-to-digest information.
Interested in working micro-moments into your next digital marketing campaign? We are here to help! Contact us.
Bring Your Campaign to the Next Level
With over 40 million people moving every year, there’s a huge market for new customers moving into your target area. That said, many businesses have no idea where to start when it comes to targeting and reaching these new movers. Today, we’ll give you an overview of what new mover marketing is, the customer journey that a new mover takes, and the best channels and campaigns to reach them. Let’s dive in!
From Movers to Buyers
One of the most important things to realize about new movers is that they’re currently nobody’s loyal customer (yet). They’re a key group to target because they’re open to new businesses and products, and on average, develop 72 or more new business relationships within one year of moving. They’re also 5 times more loyal than your regular customer due to being new to the area. Once they find something they like, they’re willing to frequently buy it with ease. Making up 17% of the U.S. population, you can’t afford to miss these walking (and unpacking) opportunities. So, how are their (frequently loyal) buying habits formed? New movers are heavily influenced by timing. Whether you contact them before or after their move decides how they feel about your communication, and what they’ll do about it…
Pre-Move Buying Habits
Data shows that movers begin to stock up on home items right before they move. Products such as kitchen utensils, light fixtures, and everyday household tools are high on their list during this pre-move time.
Post-Move Buying Habits
After their move, new home buyers are likely to spend an average of $9,400, while renters spend around $4,700. Still, this number varies with age, area and demographic. Most of these buying decisions are made within the first few months of moving, which makes it the best time for your company to make contact, introduce yourself, and showcase your product.
A new mover’s first purchases will depend on their personal needs and priorities. For instance, a mover with medical needs may find a doctor immediately, while a mover with a large family may first find a new grocery store. Either way, they’ll have to find both eventually – and it’s likely they will within the first few months. Thankfully, new movers don’t need to be convinced to buy (they’re already more than ready), you’ll just need to convince them to make the right buy (from your company).
Staying in Touch
It’s not only important to get in touch with these potential loyal customers, but to stay in touch. After making a strong first impression, you’ll want to make more points of contact to ensure your company stays top of mind. It’s essential you have a good combination of marketing across several channels that are strategically picked and placed.
New Mover Marketing Tactics
There are several ways to reach these new movers, first, but since we’re experts – we’ll tell you the best ones. First is direct mail. Direct mail ideally arrives at the same time or a few days after new movers enter your neighborhood. Delivering direct mail that welcomes and attracts the new mover while introducing your business is a great way to begin an ongoing relationship. And the stats back this up – as 40% of consumers try new businesses after receiving direct mail. Direct mail is perfect as a first touch to new movers, as it’s personalized, meets them in their new home, and catches them at the right time.
A great way to ensure this direct mail delivers ROI is through BRCs (business reply cards) or eBRCs with incentives. A BRC is a vehicle that allows a prospective customer to provide information to send back to your business, and if incentivized, can return high response rates and bring you valuable customer data.
What’s the next best channel for reaching new movers? Digital advertising. Hand in hand with direct mail, digital ads can create brand awareness, link to your chosen landing page, and target specific online audiences. Digital advertisement placement and audience targeting are the top optimization tactics used by advertisers today.
Email is next – and combined with both direct mail and digital ads, email can be that final touch that brings your company new customers. Using either the BRC information or engagement with digital ads, emails are easy to obtain, making it almost effortless to add new customers to your automated or personalized promotional email campaigns.
The Visible Influence
New mover marketing allows marketers to influence movers’ buying decisions from the beginning of their move all the way until they walk into your doors. It’s about building immediate and vital relationships – because once a new mover buys from you and your shop, they’re 90% more likely to become a repeat customer.
If you want to dig even deeper, it’s smart to use a program that gives your business insight into your customers – such as live statistics and touchpoint behaviors. These meaningful insights will allow your shop to make enhancements on the fly and improve your campaigns, ultimately increasing ROI.
If you successfully target new movers, create convenient touchpoints that meet their needs, and maintain conversation as they have questions and reach out, the new mover will not only finish their journey as a customer, but as a loyal, repeat one. Looking for ways to incorporate a new mover marketing strategy into your next campaign? With years and years (and years) of experience under our belts, we’re new mover marketing experts. Contact us today.
Straight from Our Creative Designer
If you’ve read any of Strata’s blogs, you know that we believe in the power and effectiveness of good marketing. We believe not only in planning, strategy, organization, touchpoints, messaging, and call to actions, but in the great design. Without great design, you could be missing out on a ton of potential customers through failure to grab their attention. Because design has such a wide range of options (nearly endless), we’ve compiled a shortlist of design trends you should keep in mind when planning and executing your next marketing campaign.
Revitalized Layout & Structure
Minimalism is a buzzword that simply never goes out of style. Minimalist design is clean, simple, and sleek, and because of its bare nature, makes the viewer pay attention to the most important details on the page or in the email, letting them know exactly what you want them to do (for instance, a call-to-action) or what you want them to understand. When designing minimally, don’t be afraid to use white space, interesting hierarchy, and unique spacing. Mix it up and surprise your audience with something different and less busy than the rest of your work.
Digitally, audiences are now looking for “simple, sleek, easy-to-use interfaces. If you’re unsure how to simplify your website for a more minimalist design, use tools like eye-tracking tests to see where your viewers are focusing. Once you have eye-tracking data, you can simplify your website to include just those areas that are important to and effective on viewers. It’s also important to eliminate unnecessary pop-ups that can distract from relevant content. “Ensure the user journey is purposeful by opting for simple and time-saving design features so they can easily search for items of interest.”
In marketing, we’re almost always telling a story. It’s important to make sure that the story is not only conveyed by words – but by imagery and layout too. “…more than ever, consumers are looking to buy from brands they can relate to, that feel approachable, relevant and authentic. To achieve a genuine connection, designers and marketers should use storytelling.” Make your story even stronger and increasingly significant to customers with personalization and tailored content, product value, and authenticity. One of the best ways to tell your story is through video, which is why we’ve just launched our new YouTube channel. Take a look to see how we tell our story(s) through imagery and video.
The “s-curve” layout is a unique way of leading the viewers eye down or across a webpage, email, or even a printed document. It’s formed by using imagery on the left, words on the right, and then words on the right, and imagery on the left (or another similar variation) to bring the viewer’s focus from left to right, back and forth. This helps potential and current customers better understand the marketing they’re looking through, but also keeps their attention as they do so.
Spruce Up Your Imagery
This type of design can help your company stand out among the rest of the modern, boxy design that’s more popularly used. In today’s digital world, “it is so rare to get a handwritten note from someone that when we do, it feels extra personal.” Adding a small sketch or unique handwritten note to your design, without overdoing it, can increase its authenticity, personalization, and the overall personality of your marketing materials.
Iconography has been hugely popular for a long time, mostly due to its easy-to-digest nature. It’s a simplistic way to get certain company ideas and information across, such as product offerings, features, and company values. Yet, these days, “icons have been granted much more visual prominence. Conveying brand personality, unique artworks and most importantly, clearly communicating the intended message”. We’re now using them for much more than just features, and making them a lot more interesting to look at than just a simplistic phone symbol. Illustrated and unique icons can be used to help your company stand apart from the crowd, and distinctively illustrate your brand. “Aside from speeding up loading times with lightweight graphics, icons—especially zhuzhed up icons—soften brand identities and encourage an emotional connection to be made with the audience.”
Since the beginning of 2020, reality has often seemed very surreal, making all of us question what we really know to be true and trustworthy. “Considering how mixed up –– and messed up –– day-to-day life often seems; it’s no wonder graphic design is exploring imagery that bends the edges of reality.” Using strange, juxtaposing, and even somewhat jarring elements can catch a viewer’s attention yet also feel oddly familiar if they’re more adapted to strange happenings and visuals. Play around with imagery that tells the story in a more imaginative way, and see how your audience responds. It just might strike a chord!
Artwork is beautiful – but data is important. Your customer may like how your brand and imagery looks, but they’ll likely love imagery that conveys facts and figures they can trust and understand. Data can be overwhelming when it’s simply delivered using a ton of words and numbers, so using imagery to make the information more readable, understandable, and visually appealing is often the way to go. And, if done right, “prospects can be encouraged to become customers through data.”
Refresh Your Branding Design
Pops of Color
Even if your brand is more neutral and duller, you can always spice things up with a few pops of color at the right place and time. A good splash of color can help bring a message to life without losing brand identity – if done correctly. Here’s a good example from Airbnb. Their brand colors are primarily a bright magenta/red and white, but here, they use a ton of colors to energize a host award without taking away from their overall brand image.
No matter who your audience – young, middle-aged, or older, bright and bold type is exciting and eye-catching. It draws the reader in, if used in the right place(s), and catches anyone’s attention for at least a few seconds, even from far away. Plus, large type provides maximum readability, as long as the font isn’t too out-there.
Incorporate Cultural Happenings
Socially Conscious Design & Authentic Representation
Social consciousness. Diversity. Representation. Understanding. All of these – in today’s world and into the future, are extremely important and at the top of many customer’s minds. In our current society, “design and culture are integrally connected.” Showing a better future through imagery and design can often be the best way to facilitate change. This year and in 2020 especially, “social unrest and movements for anti-racism have captured national attention,” so you were remiss as a company if you didn’t at least acknowledge or even take a stance on these issues. Socially conscious design with authentic representation of several ethnicities, cultures, sexualities, and more has become a huge part of graphic design practices. “Within the theme of socially conscious design, key trends include authentic representation, sustainability, and celebrating diversity and imperfection.”
Sustainability & Natural Elements
Environmental concern. Sustainability. Eco friendly practices. These, too are at the forefront of today’s initiatives, especially after a tough year where many of us have been consistently indoors. We were truly forced to take a better look at our outside world, and our impact on it. Many companies, including Strata (through Operation Eco) are focused on preserving the earth and sustaining the health of our planet. Through natural imagery and sustainable design your company can further convey your care and efforts, and give your audience a sense of peace and tranquility. “As consumers think about waste and their environmental footprint more than ever before…expect to see more and more packaging designs that emphasize sustainability through natural iconography, neutral color palettes, and eco-conscious materials.”
Optimism & Support
Lastly, although we’ve had a rough last year or so, we can finally see brighter days ahead, and so can our customers! Show your support and emphasize this brightness with optimistic design and “good news” layouts. Make your audience feel a sense of trust for your company by showing that you care for them and empathize with their current struggles.
Looking to implement some of these unique design practices into your marketing campaigns, but still not sure where to start? Contact Strata.
7 Ideas for Your Digital Strategy
So far in the Power of Digital series, we’ve highlighted digital’s general power and presence in today’s world, and shared key tips and tricks to plan, execute, and get the most out of your digital marketing campaigns. This week, we’re shifting gears a bit to take you through 7 unique and effective ways you can use digital in your next marketing campaign.
1. Content Marketing
Content is key and king, and that will most likely never change. Especially on digital platforms, content can make or break your marketing campaign. Almost every channel can benefit from content marketing, but those that benefit most are websites, blogs, e-books, white papers and one pagers, infographics, online brochures, social media, and digital advertising. You can expect about 67% more leads every month if your brand has a blog (compared to those who don’t). Digital content marketing can help you get noticed, help customers find you, and build brand reputation – and high-quality content can make you a subject matter expert, thought leader, and front-runner in the industry. A good online presence created through valuable content can earn your audience’s trust and influence prospects to take action, especially if that content includes an effective call to action.
2. Social Media Marketing
As widely used digital marketing channels, social media platforms such as Facebook, Instagram, Twitter, and LinkedIn, can help you expand your digital audience and reach (and connect with) people in several areas of the internet. Social media is an excellent, easy, and often free way to promote your business through visual and valuable content that can be uploaded in seconds – whenever and from wherever. Like we said, social media is a great place to reach, interact with, and communicate with customers. It’s a place where customers know they can reach you quickly, get instant gratification, and grow to feel more personally connected to your company. Platforms like Facebook and Instagram are useful for sharing announcements, blogs, landing pages, and more, and all of this content can also be shared, liked, and commented on by your customers and interested prospects. In fact, 53.6% of the world’s population uses social media, so take advantage of the crowd.
3. Video Content & Advertising
If you’re not already taking advantage of advertising with online videos, the time to start is now. According to Optinmonster, video marketers get 66% more qualified leads per year. Video is an effective, memorable, and authentic way to share company messages. It can be inspirational, entertaining, thought provoking, surprising, educational – you name it. It’s a great way to tell a product story, make announcements, or show the faces behind a company. Just make sure when you’re making video content that you know your intentions. What do you want to tell your audience? What do you want to show them? How do you want them to feel? And maybe most importantly, what do you want them to do? The best channels to post your video content are YouTube, Facebook, Instagram, and Linkedin – but video content can be posted pretty much anywhere, and can be broken up and used on several different platforms to target audiences in different stages of the buyer’s journey and acquire varied results.
4. Audio Content
As consumers are settling into their new routines of life at home, consumption habits are dramatically shifting across digital mediums. Podcasts are all the rage these days, and for good reason. Businesses, influencers, and thought leaders have started to realize that no matter what someone’s schedule, while they may not have time to watch, they’ll often have time to listen. Whether it’s on the traditional radio or via a podcast, audio has become an extremely relevant medium to offer on-demand listening for your busy audiences. Even better…audio marketing can often be easier and cheaper to produce and distribute highly tailored content than other forms of marketing.
5. PPC Advertising & SEM
PPC (Pay Per Click), advertising and SEM (Search Engine Marketing) efforts can draw a ton of traffic to your website. PPC focuses on driving search traffic with direct commercial intent. Pay-per-click ads through the Search Network help ensure you’re fully visible and front and center on an SERP when users submit queries that are relevant to your brand offerings. This digital marketing tactic varies in its cost, because the advertiser pays the publisher depending on how often their ad is clicked. Yet, the more you pay, the more possible prospects you’re likely to get. This type of advertising’s a great way to show off your brand to individuals who are actively looking for products and solutions that your brand has to offer. 65% of B2B companies have acquired customers through LinkedIn ads alone, just one of many places these advertising opportunities exist.
6. Digital Display Advertising
This subset of SEM efforts is also a great way to reach new customers using text, images, banners, rich media, interactive imagery, and video. Digital display advertising presents you with the opportunity to showcase your brand in a wide variety of ad formats. Display advertising is an excellent way to build brand awareness and get clicks, conversions, and sales from users who have an interest in your business and have found your display ads to be relevant to the solution or product they’re searching for. Digital display ad messaging can be easily customized based on your customer’s interests and shopping behaviors, but before getting into display advertising, make sure you choose an expert to work with to get the most out of your efforts and obtain higher ROI.
Lastly, SEO is a good digital focus for your company to have if you’re looking to increase organic search rankings for your website. The higher your pages rank on Google’s SERP, the better chance you have of growing your business and brand awareness. Having a high ranking also builds consumer trust and company credibility, and betters user experience, making it more likely for customers to become repeat buyers. The mediums that most profit from SEO auditing include websites, blogs, and infographics, but almost every channel can benefit from improved SEO.
Ready to enhance your next digital campaign? Contact us. We’ll help you brainstorm and execute, and make sure you get the most ROI for your digital marketing efforts.
5 Tips & Tricks to Enhance Your Digital Campaigns
Last week, in our first blog of the Power of Digital series, we discussed how powerful and plentiful digital is in our increasingly technological world. This week, in part 2, we’re giving you a few tried and true digital tips and tricks that businesses can use to increase the power of their marketing.
1. Set Goals
When creating an effective and accurate digital campaign, it’s very important to create goals early, and define them with purpose. Loosely defined goals will just lead you to a loosely defined, unsuccessful campaign, so outlining measurable goals should be your first step. Many companies use the SMART method to develop these goals (specific, measurable, achievable, relevant, and time-based) because it ensures you hit every key factor of effective goal-setting. While many goals should be focused on sales and leads, they can also be set around other variables, such as increasing social media followers, email subscribers, and/or engagement. A recent Harvard Business study revealed amazing statistics relating to goal setting and success. It found that the 14% of people who have goals are 10 times more successful than those without goals – so set, and don’t forget.
2. Define Demographics & Use Personalization
Your online audience heavily varies based on a lot of different factors, such as gender, age, location, income, and more. Since there’s such a large range of possible digital viewers, it’s important to research, define, and customize based on your specific audience. Creating personalized marketing that caters to each demographic is the most effective approach when it comes to digital campaigns, so once you’ve defined your specific target audience, think about what will resonate with them, and incorporate that into your copy, images, and overall strategy.
3. Know (& Use) Your Voice
Again, knowing your audience is key, and if you know them well, you’ll know how to speak to them. If your social media posts or emails look like those of every other company, you’re doing your digital wrong. You won’t catch their attention if you blend into the vast digital crowd. Make sure your content and messaging are relevant, consistent, and always showcases your brand voice and brand story. Also, it’s important to make sure everyone in your company has a good idea of this brand voice, so that your salespeople, staff, and representatives showcase it correctly and authentically. Developing brand voice standards and distributing them will help ensure these are streamlined all over digital – and in the physical world. Over time, as your audience and goals are bound to change, these standards may change, so make sure to always adapt your messaging.
4. Include Clear Call-to-Actions
Call-to-actions can be just as important as the digital campaign itself. Emails with a single call-to-action increased clicks 371% and sales 1617%. Don’t forget to brainstorm, discuss, and review them to perfection. Whatever you want your customer to do when they see your display ad, read your email, or scan your social, make sure it’s obviously displayed. Don’t make them guess. Your call-to-action should be front and center, easy to find and direct. The first word of your call-to-action should be first-person oriented and action oriented. And, like we said, make sure you focus on the language of the call-to-action and ensure it’s clearly connected to your brand as well as your products and services. Avoid generic call-to-actions like “read more” or “learn more here” – as customers are so bogged down by these and not enticed by them anymore. Try other, more unique phrases like “Try for free”, “Join us”, or “Give it a go”.
5. Design Effectively
Digital campaigns leave a ton of room (literally, endless room) for creativity, but make sure to use that design space thoughtfully and effectively. It’s essential you think about not only what the digital campaign is, but where it’s going. It’s likely your users are absorbing your campaign touchpoints in more than one place (on phones, tablets, or laptop screens), and that it’s surrounded by other images and advertising – so make sure it fits, and make sure it pops. To stand out, use high-quality images, unique brand elements, and enticing content that is relevant and consistent to further reinforce your positioning and brand experience. If you’re not certain something will work, still try it! The best campaigns are sometimes the most out-of-the-box, and A/B testing can be used to give new ideas a try.
If you’re ready to take your next digital marketing campaign to the next level, contact Strata today.