10 reasons you need to take back your marketing

10 reasons you need to take back your marketing

Misconceptions and bad marketing experiences are common. For many businesses marketing is an afterthought. Or they are using the same channels and methods they’ve used for years. Thinking, it worked before; why wouldn’t it work now? Others have been burned in the past by marketers who sold them bogus solutions.

Here are 10 reasons you need to take back your marketing!

3 common reasons people don’t trust marketers

Most of “marketing’s” bad reputation is because some marketers are unethical. Marketing is not lying or manipulation. Not being 100% honest about what the product or service is or what it does is lying. What are three common ways unethical marketers hurt their customers?

1. Inflating expectations

3 common reasons people don’t trust marketers

Over promising a product’s effectiveness or making sweeping claims is lying. It’s can also be manipulating to use language or wording that relies on implied meaning and the consumer’s own logic.

For example, selling a cookbook by saying “the food in this cookbook will help you lose weight” is lying. It could be justified by assuming that consumers reading that phrase will understand the implied logic that other changes in their diet or lifestyle will probably be needed to lose weight.

There are always other ways to say things. It’s possible, to be honest and still use hooky and engaging language. Relying on implied meaning is just lazy.

2. Promising results they know they can’t deliver

The key here is promising a result that they know they can’t deliver when they make the promise. There are many variables in marketing and there are circumstances that can’t be accounted for sometimes. However, promising a result that isn’t doable is wrong. It is totally understandable that people who have had this experience with marketers have difficulty trusting any marketer’s promises.   

Although it may not feel like lying, not delivering on promises because of a lack of research or inexperience is still wrong. We are accountable for our actions. If we promise a result, we have an obligation to deliver it.

3. Focusing on money instead of service

This isn’t just a problem within the marketing industry. Many businesses ignore the fact that people (and therefore service) is what makes money. How has this attitude made it difficult for people to trust marketers? Not focusing on service shows a lack of concern and empathy for the customer. Customers (all of us) can feel when someone we are working with doesn’t actually care about wellbeing or success. Unfortunately, some marketers are only concerned with their own successes and not their customer’s success. The irony is that marketing in general is about building a client’s business and setting them up for success.

4 common misconceptions people have about marketing

4 common misconceptions people have about marketing

Another reason many people and businesses need to take back their marketing is that misconceptions about what marketing is abound. Many people don’t understand what marketing actually is or why their business needs marketing in general. Here are four common misconceptions.

1. Small businesses don’t need to market

Many people feel like marketing is a waste of time and/or money for small businesses. The reasoning is that many small business owners are extremely busy, and marketing isn’t a necessity. Is that true? Not at all.

For one thing, “marketing” encompasses a lot more than people think it does. Any time or way a customer interacts with your company is marketing. It’s especially important that small businesses think about their marketing. (Their brand strategy specifically.)

Small businesses do need to market differently than larger businesses. To make more effective use of time and budget, smaller businesses need to have a clear and well-thought-out marketing strategy. It’s important to think about what channels are used and how campaigns are executed. campaigns need to be rolled out slowly and methodically. It’s also super important that small businesses collect and use data and analytics from their marketing.  

2. Marketing can be done by anyone

For some reason, there is a stereotype that marketing is easy. That misconception is probably why many people try to handle marketing their business themselves. “Try” is the keyword there. And yes, Canva is free. Anyone can throw something together for their business. There’s also always a chance that a haphazardly thrown-together ad or post might work. “Pray and Spray” is a thing for a reason. The question is whether that method of marketing is the most effective or most efficient use of a marketing budget.

Marketing takes a lot of time and effort. It requires skill and dedication. Having a clear strategy and understanding the reasons why something will work takes a level of commitment and research that many don’t have the time to do. Even if someone does have time, it might not be the most efficient use of their time.

In the long run, having a professional do your marketing will give you a stronger foundation for success.

3. Marketing is only to acquire new customers

Simply, if you stop marketing as soon as you get a customer, they aren’t going to be a customer for very long. Marketing is also necessary to build relationships with customers and build loyalty. Returning customers are essential for success and growth.  

4. Quality products and services will sell themselves

Wouldn’t that be nice? Unfortunately, having a great product isn’t enough. A product is worthless if no one knows about it. Marketing is necessary to find and retain customers.

3 common mistakes people make with their marketing

3 common mistakes people with their marketing

People also need to take back their marketing because many people lack the right information to build successful campaigns. Here are three super common marketing mistakes.

1. Starting with the wrong data

Starting with the wrong data might be a little generous. Many people don’t use data in their marketing at all. Marketing data covers a lot of different things but mostly it is about people. Using accurate data helps you know who to market to. Data informs what type of person who should be marketing to. Marketing data also encompasses specific contact information.

Using the wrong data (or no data) is like putting regular gasoline in a diesel truck, you may think you are getting somewhere, but it’s just going to blow up in your face. 💥

2. Focusing on the wrong metrics

It’s easy to get distracted by vanity metrics. Having lots of followers or views on a video is great but are they the numbers that you need to be looking at? Without clearly defined goals or targets you don’t know what matters to you.

3. Quantity over quality

Quantity of marketing efforts will probably show you quick results, but the poor quality will hurt you in the long run. The sheer amount of products, companies, and information available now is staggering. Having your product in your consumer’s face isn’t enough anymore, your brand ideals and personality also need to match with the personality of your consumers.

For example, 56% of Gen Z consumers say that having shared passions and perspectives is a major factor when it comes to their engagement with a brand. Additionally, 72% of consumers want the brands they care about to be positive contributors to society. We’ve seen in recent years that many brands (especially smaller companies) connect their core brand to a charity or cause they care about. Younger consumers are 69% more likely to buy from a brand that contributes to a cause.

If you are focusing and the amount of content you are putting out and not what the content is saying, then you are giving up control of how you are seen. Instead, you are allowing your marketing to imply who you are. Chances are that quantity of marketing over quality is implying that your company does not care about quality. What does that say about your product or service?

This is not to say that quantity of marketing is bad! Quite the contrary. However, you cannot allow your quality to suffer from quantity.

10 reasons is a lot of reasons to take back your marketing. Are you up for the challenge?

 
 

3 Things to focus your Content on in 2022

3 Things to focus your Content on in 2022 - Featured Image

The end of the year always provides such a good time to reflect on trends and the direction we’re going! After a year with so many transitions across industries, privacy laws, and marketing channels, our focuses for next year have also shifted! One area to focus on in 2022 is content marketing.

If these last few years have taught us anything, it’s that content-based marketing really is one of the most important pieces of marketing. Your approach to content informs many aspects of business, not just marketing. Content covers all the ways you communicate. It’s tied to branding and mission and purpose and your focus. The type of content you produce helps you make decisions about marketing channels and our audience.

Content Trends 2022

With the rise of content marketing, ecommerce, and digital advertising, everyone acknowledges that social media, blogs, email marketing, etc. are all effective ways to sell people. The problem is that the very nature of content marketing erases the lines between education, entertainment, and sales. We have become so inundated with ads that our brains have been conditioned to go on the defensive when we feel like we are being sold.

An often-quoted marketing research study from 2007 found that the average American saw 5,000 advertisements a day. 5,000 ads a day pre-digital billboards, pre-Farmville, pre-Instagram, and pre-iPhone. Current estimates put the average number ads seen every day closer to 10,000. The 2007 study warned that number of ads cluttering our life would push for innovation in advertising that would in turn, create more clutter.

What can we do to cut through the clutter in 2022? Content marketing is an effective way because if done well, isn’t actually an ad and will actually reach the consumer.

Here’s three trends/focuses to incorporate into your 2022 content marketing.

Storytelling

This ties into the old writing rule: show don’t tell. Telling a customer how great you are won’t make them believe you. Showing them will prove it to them. But weaving a story around your product, brand, and successes will build an emotional connection between you and your customers.

Education

This goes hand in hand with storytelling and the inundation of advertising we all deal with. We have an excessive number of options to choose from. As well as our personal connection with brands, we use things like Social Proof to help us decide what products to buy. Brands can use this to their advantage by educating customers about their product instead of selling their product. The focus on pure information takes the pressure off the consumer to purchase. In turn, an educated customer is more likely to purchase.

Personalization

Even with increased privacy and data laws, there is more access to information about customers than ever. We often talk about personalized advertising in connection with retargeting and audience segmentation. It’s easy with personalization to focus on how specific and personalized you can get your advertising. ‘If someone clicks this and this and lives in these areas then we know all of this about them and can serve an ad for this specific product.’ That type of thinking is very valuable and helps you communicate effectively with your customers.

But personalized advertising doesn’t need to be that minute; it can be as simple as thinking about what channel you are using. Are you making blog content? What type of person reads blogs? You could build out a detailed buyer persona based on analytics and write with them in mind. That is very personalized! Or you could use common sense to tell you that most people who read blogs are probably interested in educating themselves, which also gives you a lot of information to personalize. The personalization can just be the focus of the channel. ‘These consumers are here to be educated, so we are going to educate them.’

Spotlighted Marketing Channel: CTV

Many marketers are using CTV (connected TV) or OTT (over-the-top) channels to target consumers using streaming services and connected TV devices such as Hulu and Roku. Advertisers are embracing these platforms as more and more ad space becomes available. Spending for CTV advertising grew from $6.94 billion in 2019 to $8.88 billion in 2020, a 28% increase.

Advertiser spent an estimated $8.88 billion on CTV in 2020

Read more about the future of CTV here!

What things are you excited to focus on in 2022?


Are these Channels “DEAD?”

Are these Channels "DEAD?"

It seems like soooooo many articles/emails/ebooks/Facebook videos are titled something along the lines of: “blank” is dead. Or “Why the new ios update is going to kill email marketing.” Or “3 stats that prove print and mail is dead.” But it is? For the most part those titles are just clickbait, and the content just proves how it is very much not dead.

So, let’s take the three most common “dead” or “dying” marketing channels and see how effective they really are.

Email Marketing

I probably get an email once a week proclaiming the end of email marketing.  How can email marketing be “dead?” Statista estimates that close to 320 BILLON emails will be sent every day in 2021. On average, office workers receive 127 every day. And a Forbes article from last year suggested that “every person needs at least four email accounts” for security reasons. However, quantity of emails is one reason some say that email marketing is losing its effectiveness as a marketing channel. Is that true?

Email is often one of the main touch points a brand has with a consumer and many younger consumers prefer to communicate with brands with email. Even email that’s clearly from a mailing list still feels like a direct conversation. Which contributes to email’s engagement rates. Across industry’s email average click-through-rate is 3.71 and the average open rate is 22.9. Although that may not seem like a lot, Facebook, Instagram, and twitters combined average engagement is only 0.58.  

Part of the reason email gets better engagement rates is because with email, the message is directly reaching who it’s intended for.

Print and Mail

The death of print and mail has been predicted since the beginning of email. Probably even before then. One of the very first articles in our Weekly Vibe newsletter was called “Print’s Not Dead, Right?” It wasn’t in March 2020, and it defiantly isn’t now.

Direct mail average open rate is somewhere between 68 and 90%, which is double, triple, or quadruple the average open rates of other marketing channels. Do people who open direct mail actually purchase? Yes! On average people who receive direct mail purchase 28% more items and spend 28% more money!

quotes and headlines asking is Email Marketing, Print and Mail, or Cold Calling is dead
All these quotes and headlines are from articles I’ve seen the last 24 hours!

Why is direct mail so effective? It comes down to fact that we (humans) like getting mail. 41% of Americans of all ages look forward to getting their mail every day. We still want very real things in our hands, which is something totally lost in email inboxes or on social media. That tactile connection translates into 💰.

Cold Calling

Cold calling is another one of those things that’s been “on its way out” for years! Why is sticking around? At this point, an actual person to person conversation is a novelty and stands out against digital interactions. And sales, more than anything, based on connections and communications. It’s a lot easier to ignore an email than a ringing phone. It can also be harder to say no to a real person who you can actually hear.

If you add cold calling as part of your omnichannel marketing, work on your pitch, and be prepared to fail, you may be surprised at how effective it is!

What is your favorite marketing channel or tactic that’s been “dead” for years?


4 Internet Marketing Terms You Are Probably Using Wrong

4 Internet Marketing Terms You Are Probably Using Wrong

The internet and the marketing industry have something in common: They are full of terms and acronyms that can feel like an entirely different language. It can be super easy to misunderstand and/or misuse those terms. Here’s 4 “marketing/internet jargon” terms you are probably using wrong!

  1. Viral ≠ more views than you normally get
  2. Meme ≠ a picture with words on it. Please stop doing this
  3. Clickbait ≠ a catchy title
  4. Landing page ≠ a web page you’ve landed on

What do these words actually mean and how can you use them to communicate more effectively what you actually mean?

#1 Viral

What does it mean when you go viral? What makes something viral can be hard to quantify. There’s no magic number that means something is quote-on-quote viral. (Although MANY people try to make one.) Instead of defining viral by the numbers, it’s easier to quantify it by 2 things: reach and speed. The Wikipedia article on viral internet content makes the analogy that viral content is very similar to a virus. Viral internet content self-replicates and quickly spreads far from its original source. And often when content goes viral, it takes on its own life separate from what it was originally intended to be.

Let’s say one of your posts gets double or trip the amount of reach it normally gets. Is that viral? That’s very exciting, but no. Sorry! Although it’s possible to have something go viral with a specific community, viral implies exposure far outside it’s intended audience’s reach. With the number of platforms, and the cross-contaminating reach of those platforms, the general rule of thumb is over 2 million views in less than a few days to call something “viral.” This doesn’t mean that the content has to be a week old, it has to do with rate of expansion.

#2 Meme

"for the better, right?"
Original Meme

This is one of my biggest pet peeves. It can be easy to look at a meme and think that any picture with words on it can be called a meme. It can be, but that doesn’t mean that it is. Meme was coined in 1976 by Richard Dawkins in his book on Darwinian evolution as an attempt to explain memetics; or, how ideas replicate, mutate, and evolve. What makes something a meme is not what it is, but instead the way that it replicates.

For example, the Star Wars “For the better, right?” meme has been a common format to use this month. What has made it a meme isn’t the original movie quote, or the format itself. It is a meme because many people are using or repurposing the format to convey information. Memes are only effective if the format conveys emotion or a message without it being explicitly stated and in a variety of different situations.

"For the better, right?" png meme

Although the types of memes we think of are usually in a concise image-based format, things like folk tales, urban legends, and chain letters are all versions’ memes. They are structured format in which information is shared and evolves.

#3 Clickbait

Are all catchy titles or hooks clickbait? No. The technical definition of clickbait is any text that is designed to entice a user to click or read on. However, the expression has a more specific connotation than that. It implies that the title isn’t accurate and is somehow disconnected from what you will see if you click. It’s similar to old school bait-and-switch marketing. Using bait or a hook isn’t wrong if you are looking to attract people, HOWEVER, the switch is wrong.

Clickbait is sensationalized content. An article titled “5 money making secrets you need to hear,” isn’t click bait if the article is actually about 5 money making tips. Which is part of what makes cracking down on malicious clickbait tricky. A lot of platforms like Facebook and YouTube measures in place to mark clickbait as spam. But how can AI decide if those 5 money making secrets are tips and tricks you actually need to hear? How does the platform know if those “secrets” can actually make you money? Clickbait is connected to consumer perception.

#4 Landing Page

Here’s 4 “marketing/internet jargon” terms you are probably using wrong!

If you land on a webpage does that make it a landing page? No, because a landing page is a webpage you land on that is designed with a specific purpose in mind. One person illustrated it this way: You could use a baseball glove to retrieve a hot dish from the oven, but that doesn’t make your baseball glove an oven mitt. So just because someone lands somewhere doesn’t mean that it is a post-click landing page. The landing page could be designed get the user to make a purchase or fill out a form or watch a video. It doesn’t matter what the purpose is, it matters that it has one.

What is the advantage of separating your landing pages out to specify a single action? Research has shown that companies using 40 or more single action post-click landing pages generate 120% more leads than those using less than 5!

Do you have any marketing/internet terms misuse pet peeves?  


5 Ways to Help Emails Reach People

5 ways to help emails reach people

There are so many things that impact an email’s effectiveness. Often, what matters to the consumer and what matters to the email service are very different things. It’s important to strike the right balance in making the consumer and email service happy, as well as reaching your goal in sending the email. So, how can you make sure your emails reach people?

The Email Services

What do email services care about? They care about the backend/behind the scenes stuff. Things like how heavy images are and the amount of content and the types of links. This is where general best email practices come into play.

It’s important to give consumers an opportunity to opt in (and out if they want) of your email campaigns. If you don’t give people a way to opt out, you are breaking federal email laws and get blacklisted or penalized. Give people the option of choosing what types and how much email content they want from you. Follow through on their requests promptly. Legally, you are required to honor their request within 10 business days. Honoring that request promptly will build on their opinion of your brand.

What other email practices are required by law? Don’t use misleading or inaccurate header information such as your “To,” “From,” and “Reply-To” information. You want people to know where the email is coming from and so does the email service provider. Consumers don’t want to get an email from someone they don’t trust, and the email service provider doesn’t want to deliver email like that.

Don’t mislabel the email. The CAN-SPAM act requires that email subject lines accurate reflect the content of the email. That includes ad information. Like most social medias, email is required to tell the consumer if it an #ad. However, there is a lot of leeway on this and how you choose to disclose this information is up to you.

Consumer’s Opinions

Now that you have followed all the email laws and best practices to get your email in your consumer’s mailbox, what else should you do? Well, consumers care about catchy subject lines, engaging and interactive content. Here’s 4 things that will impact your emails effectiveness from the consumer’s point of view:

Choice of Words

Email marketing provides freedom for trying out different types of copy until you find works best for your audience. Every audience is different so what content will be the most effective is also different. It is important to understand your demographics and who your audience is.

Personalized Content

Email is more than just delivered information. It’s a conversation between brand and consumer. Often it a brand’s only way to communicate with customers and can feel very one on one. The consumer feels like they know the brand like a person, so it makes sense if the brand communicates with the consumer as if the know them as well. They are simple things that make that conversation more memorable, for example, many brands use the customer’s name in emails.

Beyond that you can use audience segmentation to separate your audience into groups that share common characteristics like demographics and behavioral information. Using your audience segments to target your message to things that each group are actually invested in can greatly increase how personal your marketing will feel to the customer.

Brand Consistency

Most office workers receive 127 every day.

Since email is often one of main touch points brands have with consumers, it’s really important to maintain brand consistency. The consumer needs to know that the message is from you. Keeping that brand consistency helps your brand’s personality shine and helps people get to know you. Brand consistency builds loyalty and trust. It helps the consumer maintain the connection to your brand.

What brand elements should you include in your emails? Your logo, brand colors, and fonts are good places to start. Due to the nature of email, you don’t want to over crowd it with branding. Instead, think about how tone and feeling. Does the way this email is set up feel like how my brand feels?

Don’t waste people’s time

Most office workers receive 127 every day. People don’t have time to read lengthy emails that actually provide them value. Email copy writing is about providing value as succinctly and quickly as possible. Be direct and to the point. Don’t word vomit on people. Use infographics, bullet points, and short paragraph too highlight the point of your message.

What makes you open an email?

Can You Use Tracking Pixels On Your Website?

Tracking Pixels

We talk a lot about pixels and pixel data a lot. Pixels, also called tracking pixels or marketing pixels are integral to any marketing strategy. Why?

Pixels are little snippets of code added to a website to create an invisible 1×1 pixel graphic. The pixel graphic captures information about your site’s visitors. Information such as when they visited your website, what type of device and the browser they used, what pages they looked at and how long they stayed on each page. Unlike cookies, pixels do not rely on browsers and instead send the information they’ve collected directly to servers. They cannot be disabled in the same way as cookies and can follow visitors across devices.

There are two main types of pixels: retargeting pixels and conversion pixels. They serve different but equally valuable purposes. If you have ever seen an ad on social media after just Googling the brand, then you’ve encountered a retargeting pixel.  Retargeting pixels track website behavior then put an ad for a relevant product in the path of the user. They offer instant results because of the lack of downtime between your website and the ad. Unlike retargeting pixels, conversion pixels are usually triggered after or during a purchase. They track the path to the purchase and can connect revenue to specific ads. This helps to see what ads are working.

Why do you need a pixel? They provide insight into audiences, user behavior, and ad campaigns. The data provide can be crucial to putting the right ad in front of the right consumer at the right time. As well providing valuable analytics for campaigns.

Pixels are easy to install and use. And can be used across many different platforms.

With so many benefits, it’s easy to see why so many marketers rely on pixels and their data.

Want help setting up a pixel for your site? We can help. Get in touch here.