Best Practices for Email Marketing

What is Email Marketing?

Email marketing is still the most effective marketing channel, leaving behind newer marketing channels like social media. 

Data suggests that the number of email users increases every year, making it is a great way to generate more leads for your business and build a community for your brand. This is why email marketing should be the key pillar of your strategy. 

Serving a purpose in the buyer journey, emails can be promotional or informational. You can announce special offers, new products, sales or discounts with a clear call-to-action (CTA) through promotional emails. 

Informational emails are typically company announcements, newsletters, etc. Imagine your company reached a milestone or there are some issues with shipping, the best way to reach your contacts at once is through an email. 

But if you’re confused about where to begin, that’s absolutely normal. We’ve put together a list of best practices for email marketing to spruce up your emails. 

Don’t Buy Contact Lists

Well, the reason behind this is two-fold. First is the GDPR. These regulations restrict marketers to send emails to unsubscribed consumers. 

Secondly, there is no point in sending emails to a person whose contact you bought rather than an interested customer through a previous interaction. You will see the results drop instantly. 

Clean Your Mail List Regularly

Following the previous point, it is equally important to review your subscribers and remove the ones who haven’t engaged with your emails for a long time. We know it could be extremely satisfying to see a huge senders list, but sending out emails to non-engaged users will affect the open rate.

The key is to analyse your campaign quality against your loyal customer base.

Personalise Greetings

How often do you come across an email that reads, “Dear Member”?

Terms like members, subscribers, VIP or others should be for internal use. Using a personalised greeting gets the attention of the reader right away. And you don’t need to write 50 names and send out 50 emails manually anymore. Marketing tools help configure the greeting and automatically send the emails to the names on your list. 

Incentivise the Subject Line

Want to increase your open rates? Include the offer in your subject line. 

Free shipping”, “$25 off on your first purchase” or “Earn referral bonus” are examples of some incentive focussed subject lines that could work wonders. 

Great practice for subject lines is to keep it between 30 to 50 characters. Why? Email services often cut off lengthy subject lines and your readers won’t be able to read it fully without opening it. 

You aren’t writing a story in the subject line; create a sense of urgency for them.

Make your CTA the Hero

If your user has to scroll down to find the main message and CTA of your email, chances are you’ve already lost him. 

Research suggests that 57% of the time is spent on above-the-fold content which is the information that’s visible to readers before they scroll down. To increase your conversion rate, the first thing your recipient should see is the main message and CTA. 

Email Signature and Logo - A Must

41% of marketers said they use email signatures for branding and visibility. 

Even if you are sending an email to all contacts in the database on behalf of your company, it should include a signature of a specific person. The reason for this is to there is a human behind the email. People tend to read emails more when they see it is from a person rather than the marketing team. 

The chances of a customer making a purchase goes up 34% when logos are included. The best way to leverage it is to include your company logo in the email signature.

Build a Cohesive Look

Your webpage should match the emails – headline, copy, and look. Consistency is the key to email marketing. 

The look and feel of your emails shouldn’t be far different from your other assets like the website, landing page, social ads, etc. Not only does it help build your brand visibility, but it also increases trust in your customers. 

Say No to “No-Reply” Emails

What is the point of your email marketing campaign if your customers can’t even interact with you when you send them promotional materials? Personally, I don’t even bother to open emails with the words “no reply” or if the sender’s address is noreply@xyz.com

As previously mentioned, your customers are far more likely to open an email when they see it is from a human being. Marketing tools allow you to set automated emails from a specific email address. Set it to your first name to give your emails a human touch

There you have it! You can use the above practices to add a competitive edge to your email marketing campaigns. 

Marketers today have many channels to promote their business, but the challenge is learning how to prioritise your efforts for the best results. 


Want to prepare an email marketing campaign for your business? Contact us to learn more.


An Introduction to Influencer Marketing Guide

With so many social media platforms, one surefire way to expand your online presence is influencer marketing. 

There is no one-size-fits-all approach to influencer marketing, but you could make it work for your business with proper research and planning.

What is Influencer Marketing?

When an influential person known as an influencer collaborates with a business to promote their products or services, it is known as influencer marketing. 

In the past, brands only had celebrity endorsements. But in the digital age we live in, online content creators with dedicated and engaged groups of followers have changed the game of influencer marketing.

It is common to find yourself asking, “Does influencer marketing bring any positive results?”. Well, Civic Science reported that 14% of 18 to 24-year-olds and 11% of millennials in the U.S had bought some products or services in the last six months because an influencer recommended it. 

When it comes to influencer marketing campaigns on social media platforms, Instagram currently tops the list, but it seems like TikTok is catching up. With 68% of U.S marketers planning to use TikTok for influencer campaigns, it is becoming as popular as Facebook to be the preferred platform. 

Types of Social Media Influencers

When we say social media influencers, usually celebrities come to your mind. As we said earlier, while celebrities are the top influencers, not all influencers are celebrities. 

On the contrary, influencers with a niche follower base could be more effective for brands as they have a higher engagement rate than celebrities. Plus, it won’t burn a hole in your pockets. 

Usually, influencers are grouped based on their audience size. Let’s look at different types of influencers.

Nano-influencers

These are the ones who have just started out and have less than 10,000 followers

While their reach is low, their influence on their small, tight-knit community is enormous. Nano-influencers may know most of their followers on some level. 

It could be beneficial for a brand because we are more likely to buy a product on family or friends’ recommendation than some celebrity. Nano-influencers bring a sense of relatability and trust that is rarely seen with celebrity influencers. 

Micro-influencers

The most common influencers you will find are micro-influencers who have between 10,000 and 100,000 followers

Micro-influencers are more specialised and have a more engaged audience than their bigger counterparts, thus bringing in more qualified leads for your business.

Macro-influencers

With followers between 100,000 to 1 million, macro-influencers have a celebrity status of their own.

Since macro-influencers have grown their follower base from scratch, they know their audience well. The strong connection with the audience makes macro-influencers a preferred choice for brands with more major marketing campaigns. 

Mega-influencers

With more than 1 million followers, mega-influencers have a following outside the social media world. They are usually celebrities, actors, singers or internet personalities who have risen to fame recently. 

However, mega-influencers don’t have a personal connection to their followers, so they could be considered less trustworthy. 

Tips for Creating an Influencer Marketing Strategy

Know Your Audience

The first step is to define who your audience is for your campaign. To make your strategy effective, you need to target the right people. 

So how do you know who the right people are? Through buyer personas

Developing your buyer personas is a great way to know your audience. Defining your audience helps you understand the kind of influencers you should collaborate with.

Establish Your Goals

For marketers, the number one goal of influencer marketing is to reach a new audience. Your brand visibility increases when your products or services reach the influencers’ followers. 

Usually, the top goal for brands is to reach potential customers, while bringing an actual sale is lower on the list. It is essential to create measurable goals that you can track. 

Shortlist Influencers

Trust is the most significant factor when it comes to choosing influencers. If your audience doesn’t trust or respect this person’s opinions, you will find yourself scrambling to get tangible results. 

One way of finding out if your potential influencer is trusted is through their engagement. You should check if their posts have plenty of views, comments, likes and shares. 

When an influencer has a reasonable engagement rate, they have a loyal following. So check if their follower count is inflated through bots or fake accounts. 

Do Your Research

Now that you’ve compiled a list of influencers you would like to work with, the next step is to find out how often they share sponsored content. 

Check how they are keeping their audiences engaged – do they post a lot of organic, non-sponsored content, or is there a ton of paid posts on their page? Posting paid content often affects the engagement rate. 

Before you approach an influencer, make sure you do your homework. Know what channels they post, their audience, the frequency of sponsored content. 

Track Results

It is pretty normal to get impressed by the sheer number of likes and comments on the influencers’ posts. But to measure the campaign results, you must figure out its return on investment. 

One of the most effective ways to measure results is UTM parameters. Prepare unique links with UTM codes for each influencer. This way, you can know how many sales you made through an influencer and get a clear idea of how your campaign is performing. 

Don’t forget to request your influencers to send you insights and detailed reports on their posts’ reach and engagement levels. 

So there you go, a starter guide to help you start working on your influencer marketing strategy. If you find the right approach, you will soon be inundated with many new customers and sales. 


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Content Strategies for Different Stages of the Buyer Journey

What is a Buyer Journey?

We usually don’t make purchases on a whim, and instead, there is a whole process of research and consideration before anyone shells out those bucks. So in simple terms, a buyer journey is your buyer’s path to purchase

Buyer Journey gives marketers an insight into the pains and problems experienced by their customers and the influencing factors that push them to make a decision. It allows you to better empathise with the buyer and position your products or services along the process. 

With the aftermath of the pandemic, around 57% of the buyer journey happens without any human interaction even taking place. So how do you engage your buyers without actively interacting with them? 

Content strategy is your answer. It is essential to prepare a content strategy for each stage as it will be easier for you to motivate the buyer to make a purchase when they hit the human interaction part of their journey. 

Let’s dig in a little further to understand better the different stages of a Buyer Journey and the types of content for each stage. 

There are five stages to a Buyer Journey:

Awareness Stage

Example: “I am thirsty.”

This stage is where the buyer realises that they have a problem. They don’t know how to meet or solve the problem yet. Their goal is to alleviate the pain, but this is only an information-gathering step. 

They are looking to get a better idea and give a name to their problem. They are not ready to make any decision. 

Your content strategy should focus on the pain and problems of your buyers and provide them with big-picture industry-focus resources that can help them define their problems. Your best choice is press releases, social media promotions, or advertorial content that leads them to the next stage.

Questions to ask yourself:

  • What is the priority of the challenges for buyers? 
  • How do buyers talk about their goals or challenges?
  • Are there any misconceptions buyers have about addressing their problems? If so, what are they?
  • What are the consequences of buyers’ inaction? 

Research Stage

Example: “Where can I find some drink?”

Once buyers have a little understanding of their problem, they get interested in finding a solution. They start discovering products, brands, and trends. 

The goal of your content plan is to educate and help buyers evaluate buying criteria. Usually, buyers trust videos, webinars, events, or ebooks in the research stage.

Questions to ask yourself:

  • How do buyers educate themselves on these goals and challenges?
  • What are the symptoms that bring their attention to the problem?
  • What will help them identify the problem and push them to your products or services designed to help them?
  • What online or offline sources do they find reliable?

Consideration stage

Example: “The vending machine has water, soda and juice. What should I buy?”

Now that your buyers have clearly defined the problem and are committed to solving it, the next step is to guide them through different approaches or methods available to them. Your content strategy should help them make a decision

While case studies or data sheets can prove helpful in this stage, offering demos or leading them to trusted reviews will motivate buyers to solve their challenges. 

Questions to ask yourself:

  • What are the different categories of solutions available to the buyers?
  • In what way do buyers educate themselves on the various categories?
  • Are there any pros and cons for each category? If so, how do buyers perceive them? 
  • What factors influence the buyers’ decision for the right solution for their needs?

Purchase Stage

Example: “I will buy a soda.”

When your buyers reach this stage, they are ready to make the final decision and has a solid reason for their choice. They have already decided on the solution and evaluated providers. As a marketer, you should focus on learning if they have any objections before making the purchase. 

Your content should not only validate their decision but also make the purchase process easy. You need to cater to their every question and provide the best service to them. This stage could be where your buyer makes his first human contact with your business. 

Your sales approach must highlight a unique selling proposition that provides value and set you apart from the rest. While they are talking to sales, your content strategy offers support to keep their attention. Engage them in live training, demos, user guides or kick-off events

Questions to ask yourself:

  • What do buyers know about your products and services? 
  • What do they like about your products and services compared to your competitors? 
  • Do they have any concerns?
  • Do buyers want to test the products or services before making a purchase? 
  • Do buyers need any additional information, such as user guides or manuals? 

Post-Purchase

Example: “The soda is flat. I should have got water.”

Excellent customer service leads to brand loyalty. In this stage, your buyers expect an exceptional product or service performance and excellent customer service. Play your cards right, and you get a loyal customer base. Who knows, they could turn into an advocate for your brand. After all, word-of-mouth is one of the only forms of marketing that comes from your buyers. 

To keep them coming back, offer loyalty programs, build customer communities (online and offline), send newsletters, or even check in through phone calls. The goal is to make them feel cared for. 

Questions to ask yourself:

  • How are buyers expecting to receive post-purchase support and guidance?
  • What obstacles could buyers face in your products or services?
  • What are buyers’ expectations of your products or services?
  • What actions do buyers need to take to achieve the best result?
  • How do buyers rate your product or service, its value, and their satisfaction?

So there you have it – The buyer Journey and all its stages. 

Before you jump on creating your buyer journey, make sure you know your buyer personas. Be sure to read our article, “The Importance of Buyer Personas“. 

Don’t forget that the primary goal of Buyer Journey is to build a more customer-centric strategy to meet the needs of your target audience. 


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What’s better for your business: Facebook or LinkedIn?

As a marketer, choosing which social media channel to focus on is always a puzzle. Many are left scrambling their heads with a multitude of doubts like “Where do I start?”, “Which platform gives me the best ROI on my efforts?” or “Is one platform better than the other?”

 

While asking questions about different platforms is normal, it isn’t smart to gamble your way out. The key to a successful marketing campaign is identifying your target audience and your marketing goals.

Among dozens of social media platforms, Facebook and LinkedIn are popular choices with marketers. Let’s break down what works best for your business. 

 

LinkedIn is a professional network that was initially founded as a recruitment platform. Over the years, it developed to mimic many features similar to other social networking sites. For example, you can share status updates, send private messages, and connect with people. 

 

On the other hand, Facebook was intended to be a platform for people to share and communicate. However, you can now find plenty of new features that let businesses reach their target audience. One survey by the company found that 74% of American consumers use Facebook to discover new products and brands.

 

So what are the differences between the two platforms?

Statistics

When it comes to numbers, Facebook is the clear winner. 

 

There are 2.8 billion monthly active users worldwide on Facebook, while LinkedIn’s number stands at 64.7 million

 

According to reports, the most active age group on both platforms is 25 to 34-year-olds. However, due to its popularity, Facebook has a broader range of users. 10% of Facebook users are under 18 or over 64. The reason behind this is that Facebook is for everyday users, but LinkedIn caters mainly to professionals.

B2B or B2C?

Undoubtedly, LinkedIn is a more robust B2B platform. Since the platform was designed for networking, it is a go-to place for business-driven individuals. Which also makes it easy to identify key decision-makers and target them directly.

Social selling is embedded into the platform. Reports suggest that LinkedIn has the largest share of B2B display ad spending. 

 

While Facebook can be B2B, it is recognised more as a B2C platform. If you want to reach consumers directly, Facebook is the preferred choice. Not only it is a perfect place to generate brand awareness and engagement, but it also provides you 10X more prospects. 

 

According to reports, marketers see the highest return on investment on Facebook. The networking site wins in numbers hands down, but LinkedIn generates tangible leads. 

Thought Leadership

When it comes to thought leadership, LinkedIn beats Facebook relatively easy. The platform promotes business conversations, and one of the ways brands gain credibility and visibility organically is by thought leadership.

Through thought leadership articles, brands can educate, prompt conversations, and push to action. These programs increase website traffic and subscribers, thus helping with lead generation and brand awareness. 

 

Marketers see more success with thought leadership content on LinkedIn compared to Facebook.

LinkedIn Groups vs Facebook Groups

On both platforms, groups are where businesses can connect with prospects and other like-minded users. Before engaging in groups, marketers need to ask themselves –

 

“Which platform is my target audience mostly active on?”

 

Keep in mind that users engage on different platforms with different motives. On LinkedIn, conversations revolve around work-related topics, whereas on Facebook, users connect to share their personal opinions on various topics like food, lifestyles, hobbies, etc. 

 

Let’s look at an example. If you want to create awareness about your latest blender, targeting users in cooking groups on Facebook will get you the best results. 

 

However, LinkedIn is a better bet if you’re providing a high-priced service like personnel management.

Facebook Ads Vs. LinkedIn Ads

In terms of variety, Facebook and LinkedIn fair equally. Both platforms offer a diverse range of ads types like carousel, video, dynamic and lead ads

Targeting capabilities for ads on both sites rely on user input and content relevant to the information provided by them. So, you can easily target users based on basic information like job title, company, age, location, etc. However, Facebook also targets based on their life milestones, behaviour, and other personalized information. 

Who wins? Facebook or LinkedIn?

You decide!

Our verdict is that despite sharing standard features, Facebook and LinkedIn have different audiences and intentions. 

Which platform you want to use for marketing depends on your industry, target audience and goals. 

Another essential thing to remind every marketer is – you don’t have to choose. You can always select Facebook for user engagement and LinkedIn for targeted lead generation. 

All we can say is the winner lies in the eyes of the marketer!


Do you want professional guidance? GoViral has now a whole decade of experience specialising in inbound marketing and we can help you improve your business. Contact us to learn more! 


Best Marketing Practices for Black Friday and Cyber Monday

The world-famous shopping weekend – Black Friday and Cyber Monday has always been an excellent opportunity for businesses to maximise profits. Along with boosting your revenue, it is also an opportunity to build brand awareness and visibility. 

However, it can be challenging to get noticed when you are practically competing against every other business out there. And this year, we only expect it to be busier. Online shopping is a preferred option for more and more buyers in the pandemic. 

A clear and thoughtful campaign with the best Black Friday and Cyber Monday (BFCM) strategies will ensure that your brand stands out this holiday season. But no matter how great deals you offer, buyers won’t know about them without a solid marketing strategy. 

To help you get ready for BFCM, we put together a few best practices for marketing your sale this year.

Stand Out by Giving Away “Extra Perks”

We always say that content is your biggest weapon to hold your audience’s attention. But with 116.5 million emails sent out on Black Friday, your email will likely get lost in the endless space of offers and promotions.  

To stand out against your competitors, you need to offer your buyers better deals. Consumers expect businesses to put out the best deals on Black Friday and Cyber Monday. However, you can get in the game earlier with “early access” Black Friday deals. Promoting deals a week early as an “exclusive offer” is a popular strategy to increase visibility. 

Some companies have already started promoting Black Friday deals along with Thanksgiving offers. Another clever tactic used by businesses like Levi’s is giving extra perks like “Free Shipping” if you subscribe to their emails.

Not only does it increase sales, but it also helps you grow your database of engaged customers. 

Target Engaged Contacts More Often

An engaged contact is someone who has interactions with your marketing emails. Interactions could be actions like opening the emails, checking out the offers on your websites, or purchasing. 

For example, only send multiple emails to contacts that previously opened your email but didn’t buy anything. The chances of these contacts making a purchase are higher than someone who never opened your email. 

Emailing only engaged contacts more often results in higher open-rate, click-through rate and increase in sales. Tools like Mailchimp lets you keep track of the engagement data of your marketing emails.

 

Leverage All Your Social Media Channels and Website Pop-ups

Even though email marketing is the highest-converting channel, social media is your best friend for faster visibility of your BFCM campaign. Promote your offers on every channel, including paid ads. 

Sometimes, just a social media post can create a huge impact. Take a look at how this simple Instagram picture posted by fashion brand ASOS to promote their Black Friday deal was well received by their audience.  

The key to boosting sales for the website is to have your promotion take all the attention instantly. One of the ways to do this is through pop-ups. Usually, businesses use pop-ups to garner more engaged contacts. Still, many users often find them to be intrusive to their experience. 

However, buyers don’t seem to mind when pop-ups include special offers. An important thing to remember is to set up the signup offer in the pop-up is the same as your most significant sale of the year, so your customers aren’t confused. 

Send Multiple Emails on High-Volume Days

One of the basics of email marketing is “don’t spam your contacts”. But as we mentioned earlier, customers get inundated with emails on high-volume days – Thanksgiving, Black Friday and Cyber Monday. 

Your subscribers will most certainly miss it if you send only one email on these days. Send multiple emails to avoid getting buried in the inbox and make the most out of your email marketing campaign. 

If you can’t beat ‘em, join ‘em.

Revamp Your Product Pages

Ask yourself: “Is my products display compelling buyers to make a purchase?”

Check your product pages and categories, and make sure the images are attractive and the descriptions are accurate. Invest time in beautifying, simplifying or adding detail to product pages to make them more compelling and streamline the buying process.

Elevating the design and look of your page reflects the value and increases the conversion rate.

Make the Checkout Process Simpler

Bringing attention to your webpage is only half the battle. Your buyer journey is complete when the buyer purchases your products or services. 

You are responsible for providing a better user experience, especially when your buyer wants to cross the finish line. One of the areas to focus on is the checkout page, and making checkout faster and easier will lead to high conversion rates. 

One way to make checkout easier is enabling Google Address Auto-filler, and it makes the process seamless and eliminates unnecessary distractions. Making buying process easy for your customers will help them focus on completing their purchase faster.

More Offers Throughout the Sale Season

With the holiday shopping experience extended into Cyber Monday, you must offer discounts consistently throughout the season. Sales continue to spike when businesses keep offering more compelling offers throughout the week. 

Let’s take a look at how Amazon does it. The company has created segments like “Deals of the Day”, further split into ‘Available’, ‘Upcoming’, ‘Missed’ and ‘Watching’. In doing so, it pushes a sense of urgency amongst buyers and attracts more customers.

The key is to give consistent offers shoppers can’t get enough of!

In conclusion, ready or not, Black Friday and Cyber Monday e-commerce is coming. There is no ‘one size fits all’ campaign for it. Look around, see what others are doing and figure out what works best for your marketing plan. We hope you found some strategies you can apply to your business this year. 


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Keeping Up with Instagram Updates in 2021

Instagram never stops to surprise us. While the world is trying to stay positive through these challenging times, it is exciting to see how Instagram rapidly develops new features and functionalities to tackle main business issues and help users support their favourite brands.

And now, more than ever, keeping up with what’s new on Instagram can be quite a challenge. There are new Instagram features almost every week. We know it is essential to stay up to date with the latest changes on Instagram, so we put together a list of important updates announced by Instagram in 2021 so far.

More Security for Users Under 18

The world of the internet can sometimes be overwhelming for young users. Providing them with protection online is the real need of the hour. 

Here are some latest safety features for young users by Instagram:

  • Private account by default for everyone under 16

Instagram’s main priority is to stop strangers from making unwanted contact with young users. Private accounts for users under 16 is the best way to deal with it. It lets you control who can see and comment on their content, and it won’t be possible for unwanted users to see their content on Explore or Hashtags.

  • No unwanted contact

Having a private account is the first step to avoid unwanted contact. But that’s not all! Instagram goes above and beyond to ensure young users aren’t exposed to unwanted contact from adults they don’t want to hear from. 

Instagram has developed a new technology to keep “potentially suspicious behaviour” away from users under 16. Accounts belonging to adults that may have recently been blocked or reported by a young user is defined as potentially suspicious behaviour. 

With this technology, these accounts won’t be able to see any young users’ accounts or content in Explore, Reels or ‘Accounts Suggested for You’. They won’t be able to follow them even if they find these accounts by searching their usernames. So much so that they won’t be able to see comments from young users and won’t be able to leave comments on their posts. 

We think this is one of the best features Instagram has introduced so far!

  • Advertising limitations for targeting young people

Another game-changing feature that Instagram introduced is how advertisers can target young users with ads. The platform now allows targeting ads based only on their age, gender and location, which means that advertisers no longer have the options to target based on their interests or activities. 

When these users turn 18, Instagram will inform them about the advertising policy change and the tools to control their ad experience. 

No Place for Hate Speech

Protecting its users from abusive comments and DMs has been of the biggest concerns for Instagram for a long time. It seems like Instagram is working hard to deal with the situation, and the company rolled out an excellent feature called Limits

With this feature, you can now limit or hide comments and messages from users that are not on your followers’ list or have recently started following you. The purpose of Limits is to help protect public figures from offensive comments and DMs. 

It is no ‘Breaking News’ that Instagram creators and influencers often receive hateful comments from random profiles. Since the pandemic, it only seems to have gotten worse. A step in the right direction, we say!

A New Tab - Audio

Instagram is looking to lean into video-form after seeing the success of competitors like TikTok and YouTube. The company announced that it is no longer a photo-sharing app and promotes users to use reels and short-video form posts. 

 

Recently, a new audio tab has appeared in the app. This tool gives users the ability to search for reels by song. Like any other music app, Instagram will provide a list of songs when users swipe and search. 

Users will then be able to see 30-second reels with the song. Users can save any music they like for later, or there is also an option “use audio” to create a reel if they wish.

Translation Features

The company announced that a new accessibility feature would be added on Instagram – Translation. This feature supports 90 languages right now, and however, it is only possible to translate written text. 

This new update will translate the text in Instagram Stories. Instagram will give you a “See Translation” option to translate the overlayed text in Stories. When the users click on it, they will be presented with a translation panel. 

Brands in global markets will love this new update as users globally don’t have to miss stories from their favourite international brands. A similar option is also available for feed, comments and profiles.

Exciting News for Businesses

Data Tracking is made easy with the latest update. Instagram expanded the data tracking period for insights from 30 days to 90 days. Companies can quickly analyse their quarterly insights on the platform to create a better strategy. Something to look forward to for small businesses!

Additionally, the company announced testing a new feature that provides businesses options to display ads in the shopping tab. The ads can vary from a single image to a carousel. 

Marketers can even use Reels as ads that look no different than any usual Reel, with a difference of ‘sponsored’ tab on it. 

Research shows that users on Instagram are looking for more video, messaging and shopping content rather than images. There is no doubt that the platform will be making many changes to entertain its users more. 


As the world of digital marketing continues to change and evolve rapidly, make sure to stay current with the latest trends and keep your marketing strategy fresh. Sign up for our newsletter below to stay in-the-know.


How to Grow Your Brand’s Following on LinkedIn

Recently, LinkedIn decided that the Stories feature is not for their platform. The announcement to shut down the feature by the end of September was made on the company’s official blog on August 30th. 

Stories were first made famous by Snapchat, and soon Instagram, Facebook, and LinkedIn followed suit. Stories refer to short video content that automatically gets deleted after 24 hours. LinkedIn’s decision to remove Stories came after Twitter shut down its Fleets feature in July. 

In one year, LinkedIn tried different methods to boost promoting Stories feature to all users. They even published themed Stories curated by their own teams only to fill the Stories bar for the users. However, nothing helped push users to use the feature more often. The temporary nature of the feature was the reason users kept away from it. So they decided to ditch the feature. Instead, LinkedIn plans to pivot to short-form, rich interactive videos. They are also looking for ways to bring audio to their platforms with groups or events. This will give users more ways to connect with each other.

But, does all this mean that the Stories format, in general, is not popular anymore? The answer is NO! Video is taking over other social media platforms and should be an integral part of your social media strategy. Instagram recently announced that they are not a photo-sharing app anymore. Stories are getting hugely popular on Instagram while Tiktok is gaining traction for marketers. Seems like people want certain formats on certain platforms. All in all, it was a great experiment for LinkedIn. They know that Stories is not the way to go for them, but it also led them to re-focus their vision to find a tool that their users actually want to use to promote their services or products. 

But if Stories isn’t working on LinkedIn, then how to grow your brand’s following without it? While we wait for LinkedIn to launch their short-form video format, we bring you some tips that will help gain an edge and grow your business on the platform. 

Here are some expert tips on how to grow your brand following on LinkedIn:

Boost Credibility of Your LinkedIn Page

To stand out from the rest, your LinkedIn page needs to represent your brand in the best way possible. Professionals mostly rely on LinkedIn pages for acquiring brand information and having a weak LinkedIn page instantly makes the user lose interest in your company. Some of the best practices to drive growth to your page are:

  • Fill in all Company information

Did you know that a page with complete information gets 30% more weekly views? From logo, to key terms, and a call to action (CTA), don’t miss filling out any information.

  • Encourage people to follow

Push your first-degree connections to check out your page and follow it by sending out regular invites.

  • Engage in conversation

Join conversations on LinkedIn, invite others in, go on live chats, share @mentions of your company are a few ways that allows you to build a deeper connection with your audience. 

  • Leverage on your employees content

Take advantage of your employees’ content to drive traffic to your page by adding “My Company tab”. This not only gives your brand more credibility, but also lets your employees show their voice in their own way. 

Establish Thought Leadership

Want to know the quickest way to elevate your brand image? Posting thought leadership articles! Thought leadership has evolved from being a fluff piece that fills in your social feed to an influential factor in brand reputation. Thought leadership is a powerful way to connect with your audience through a consistent voice and vision. 

You can set goals and expectations for thought leadership and through views, you can witness an instant rise in your reputation, demand generation, market consideration and engagement. Make sure to check out Edelman’s Flywheel of Thought Leadership. It will help you create a thought leadership vision that catches the eye of executives and top decision makers. 

Increase Customer Engagement

Gone are the days of your generic sales pitch! B2B customers today want the brands to connect with them on a personal level. It is vital that you understand your buyer personas, and how your product/services are going to bring their problems to an end. 

If you are still unsure about your customers’ needs, you can consider hosting a LinkedIn event or a discussion which focuses on them, instead of your product/services. Straight from the horse’s mouth!

Show your creativity to stand out

Taking a page from the B2C playbook, B2B marketing is upping the game lately.  They are leaving no stone unturned to connect with the users on an emotional level to influence their decisions. 

To make people stop scrolling, you need to be creative, interactive and eye-catching. Carousel ads and Conversion ads give you the opportunity to create engaging content while showcasing your visual storytelling skills. Recycle your content to get the most out of it. Turning articles into videos or infographics is another fool-proof way to stick out.

Make most of LinkedIn Insights

If you are a marketer, you should make LinkedIn Reporting and Analytics your new best friend! Data is the best tool that tells how to harness the power of analytics and work around your marketing strategy. It helps you understand the effectiveness of your campaigns. It leads you in the right direction for achieving the best results in the future and how to stay ahead of the pack. 

Maximise Objectives with Ads

No social media strategy is complete without ads. To reap the most benefit out of content on LinkedIn, marketers are boosting it through paid promotion. In fact, 80% of B2B marketers invest in their content marketing strategy on LinkedIn.

Adding ads to your regular marketing strategy not only brings more traffic to your page but also drives the three components of inbound marketing: attract, engage and delight. Reports suggest that ads make brands look more professional and respectable.

Marketers need to be on their toes and keep themselves updated with the latest updates on different platforms. Your social media strategy should be aligned with these changes and keep evolving. This gives us more opportunities to grow and achieve more success than ever.


As the world of digital marketing continues to change and evolve to be more video-focused, make sure to stay current with the latest trends and keep your marketing strategy fresh. Sign up for our newsletter below to stay in-the-know.


How to Write a Script for Your Brand Promotional Video

So you’ve decided to make a promotional video for your brand? We approve! The first step is writing a really great script.  

Given that social video is dominating digital marketing trends in 2021, there’s no better time than now to use video to promote your brand. After all, customers can’t become interested in your brand if they don’t understand what you’re offering them or how it will help them. Videos are an excellent tool to educate potential buyers about your products and services in a fun, visual, and potentially interactive way. 

However, before you can even start creating your video, first you have to write the script. Not only is this an opportunity to collect your thoughts, but it also creates the blueprint to help guide the rest of your creation process. Your script needs to be concise, relevant, and attention-grabbing. This is essential. If your message in the script isn’t on point, no amount of post-production will be able to redeem your video. 

Many people feel the sweat drip from their brow when they hear they need to write. It doesn’t always come naturally, and even the best of writers sometimes struggle to find the words. But, if you find yourself staring at a blank screen for hours, the tips and tricks in this article might just help you break free of writer’s block. 

Getting Started

Before you dive into writing your script, there are some questions you should ask yourself that can help guide your messaging to better communicate with your audience.

1. Who is your target audience?

The key to any marketing or digital communication campaign is to know your target audience (also known as buyer personas) well. Is your target audience business owners, influencers, students, parents? Male or female? What do they do? How do they consume content?

Well, the tone, language, and visuals used in your video will need to be aligned to match their interests. The better you know your target audience, the easier it will be to write a script that will lead your viewers to take action. 

2. What does your target audience need?

Once you know who your target audience is, it’s time to define their needs. By identifying their problems, you can better portray how your product or service can meet their needs. 

3. What message do you want to send?

What do you want your audience to remember about your brand? What is the unique selling proposition (USP) of your product or service? What does your brand stand for? Does it offer a solution to their problems? What does your brand promise to do? 

Answering these questions should be the heart of your script. 

4. What comes next after watching the video?

No video is complete without a call to action (CTA). With no CTA, your audience will simply watch your video, then do nothing – you want to guide them to the next step in the buyer journey.

A few examples of a CTA would be “book an appointment,” “visit our website,” “subscribe to our channel,” etc. A clear CTA will not only help create a lasting impression on the minds of viewers but also provide instructions on what their next action should be. 

Now that your homework is done, it’s time to write your script. 

Here are some rules to write an engaging script for your promotional video. 

Outline Your Script

First and foremost, it’s important to structure your ideas in a logical way. The goal is to demand the viewer’s attention and make it last until the end of the video. So, always start with a catchy introduction, dig deeper with your message and finish with an impressive conclusion

A good script usually:

  • Addresses your audience’s issues/needs at the very beginning of the video so they relate to it and stop scrolling to watch further
  • Convinces your audience why you are the best solution to their problems and demonstrates what sets you apart from your competitors
  • Concludes with a CTA that leads the audience to take further action. Never forget that the end of the video is as important as the introduction

Pay Attention to the Opening Sequence

No doubt that there’s abundant content on the internet for audiences to consume. The world of social media is quickly moving to video, but you only have a few seconds to capture your viewers’ attention before they scroll on to the next video. Therefore, your opening sequence is important. 

Here are a few ways to get your audience interested:

  • Intrigue them with some suspenseful opening, reaction sounds, or captivating visuals
  • Ask them questions like “Did you know…,” “Have you ever..,” etc.
  • Start with some interesting yet unknown facts that are relevant to your brand

Tell a Story

Remember the goal of your video is not only to make the audience watch it until the end, but it also needs to be memorable. There’s a simple yet effective way to do it… through storytelling of course! Telling stories through videos helps make a brand more relatable and engaging for potential customers. Plus, who doesn’t like a good story?

Here are some tips to perfect your storytelling:

  • Make sure your video has a clear beginning, middle, and end so it is easy for your audience to follow.
  • Focus on emotions–the audience might forget the words in your script but they won’t forget how the video made them feel.
  • Write like how you speak to personalise your message and connect with the audience instantly. Don’t be afraid to be less formal. 

Add Visual Aids

Did you know that 85% of Facebook videos are watched without a sound? Visuals are equally important as your script and serve as a great tool to segment your video and keep your audience engaged. 

Your visual aids should be simple and informative. That being said, don’t force visuals in the video just for the sake of doing so. They should complement what the script is saying without distracting the audience. Try to write a script that naturally and seamlessly creates opportunities to use visuals. Never write the script first and then look for places to incorporate visuals. 

“Close” with a Call to Action

Writing a perfect intro is how you get your audiences intrigued about your product or service, but it could actually hurt your brand more if the video doesn’t have the right outro. If you don’t close your video correctly, the impact your video created won’t last, and the best outro is nothing but a good CTA

What do you want your audience to do after watching the video? What do you want them to walk away with? Whatever it may be, make sure to communicate it directly and clearly. 

Video marketing plays a major role in digital marketing in modern times, and writing a script for high-quality videos takes a lot of time and planning. But, now that you have the knowledge, you’re ready to go write scripts for some amazing videos. 


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10 Simple Ways to Improve Your Productivity

The COVID-19 pandemic has truly tested our productivity levels. Whether you thrive when working from home, or can’t manage to get a single thing done outside the office, there are simple things you can do to boost productivity in any environment.

1. Have a Designated Work Space

If you’re already back at the office, you probably already have this covered. But, for all of us still living the work-from-home life, this one is important.

At the beginning of the pandemic, home office was great! Taking calls in your sweatpants, finishing tasks from your bed, what could go wrong?!

The problem here is that your body will associate what you’re doing with the environment that you’re in. For example, if you’re working from your bed, your body will think it’s time to rest. If you’re working from a table or desk every single day, then that’s what your body and mind will be used to.  

GoViral Tip: Just like how having a dedicated workspace can help boost productivity, nothing gets us in the zone like turning on some binaural beats. Binaural beats are a perception of sound created by your brain that is claimed to induce the same mental state associated with a meditation practice, but much more quickly.

There are a ton of different playlists you can find on YouTube and Spotify, try this one!

2. Get Organised

Such a cliche, we know. But like it or not, it really is a key to success. So, buy that planner, get some sticky notes, or open your Google Calendar and take notes.

Keep a Tidy Space

Just as it’s important to have a designated working space, it’s just as important to keep it organised. No one likes being surrounded by a messy or uncomfortable environment, and one thing shown to boost productivity is making a space feel like your own. 

So, take 15 minutes and tidy up your office/table/room, or whatever type of space you usually work in. Organise your files (yes, even your desktop!). Get a couple of plants. Print motivational quotes or hang your favourite photos or fairy lights. Whatever makes you feel like you’re in a comfortable space of your own. 

GoViral Tip: Did you know you can group tabs in Google Chrome? This is one of our favourite shortcuts. Just right-click a tab, select “Add Tab to a New Group,” and bam, no more overwhelming feelings of a cluttered browser.

Time Blocking

One really effective method for organising your time and staying on task is blocking out your day. Before the end of each work day, open your planner, Google Calendar, or whatever you’re using, and start planning the following day by blocking out specific times for each of your tasks. 

Getting in the habit of time blocking will help you avoid those moments where you start a simple task at lunchtime, then look up at the clock and the day is over.

3. Create Habits

Humans love habits. We just work better if we know what to do. Therefore it is nice and so helpful to create your own little rituals.

Are you a journalist needing to stay on top of the latest news? Set an hour of undisturbed news-reading while enjoying your morning coffee.

Do you have some tasks you need to do every day? Set a fixed time when you will do it (remember time blocking?!).

Do you never remember to drink enough water throughout the day? Make a point to drink a full glass before your morning coffee.

It can be hard to get used to, but you will see that over time, these things will become second nature to you.

4. Set Realistic, Achievable Goals

When starting a new project, the finish line can seem so far out of reach. Don’t focus on that. Instead, break the whole project into smaller, achievable parts. 

For example, if your annual goal is to increase your social media following by 30% by the end of the year, determine how many followers you want to gain each month in order to achieve your bottom line. 

Not only does this method of celebrating little victories keep those involved motivated and excited, but it’s a great way to measure your progress and success while keeping your eye on the big picture.  

5. Know When to Ask for Help

I know it’s easy to forget sometimes, but we can’t do it all.

We humans often tend to feel the need to have control over everything. And despite what we might have been taught growing up, asking for help is not a sign of weakness. In fact, there is power and strength in knowing when help is needed. 

Trust your team, it’s what they’re there for! Communicate your tasks. See where other skill sets can give you a hand. If you’re a team leader, delegate. Hire people you know that are better than you in each activity and guide them.

For those working solo, look into forums and FAQs online. Reach out to influencers or experts in your field. You would be surprised at how many people are willing to help.

6. Brainstorming

Nothing cures mental block and sparks inspiration like a good team brainstorming session. 

No matter the task, whether it be content ideas, upcoming plans, strategy work, or even how you’re wanting to word a social media post for Facebook, take the time to sit down and talk things through with your team. 

For all you freelancers out there, you don’t necessarily need a team to brainstorm with. Even asking a friend with no experience in your work to take 15 minutes to sit with you as you talk something out can bring insights and clarity you might not have had otherwise. Trust us, give it a try.

7. Take Breaks

Believe it, or not taking a step away from your work can actually lead to higher productivity. 

You may feel that taking breaks will just result in wasted time, but taking even just 5-10 minutes to step away can help prevent burnout. 

We recommend taking at least one short break each day. So step outside, stretch your legs, grab a coffee, feel the sun, get some fresh air. Whatever you choose, giving your brain a rest will help you stay fresh for the rest of the day. 

8. Take Care of Yourself

During the height of working from home this past year, some of us picked up new hobbies while some of us binged Netflix and gained the “COVID 19.” It’s safe to say that the work-from-home life proved to be a test for our mental and physical health. 

One thing is for certain: when you take care of yourself on the inside, it reflects on the outside. So, prioritising diet and exercise is a must for keeping your mind on track and productivity levels at a high. 

Don’t worry, you don’t have to take on veganism and triathlons to be healthy. Taking control of your health can start in small ways like making sure you drink enough water, cutting out fast foods, dedicating yourself to 20 minutes of daily exercise, and making sure you get enough sleep.

9. Surround Yourself With Positive Energy 

Nothing can be more motivating than a positive team who’s got your back, and in turn, a negative and unsupportive person or team can be one of the most counterproductive parts of a job. 

A strong company culture is so important when it comes to how people think about their work. And when people feel good about where they work, the quality of work will come hand in hand. 

If you find your quality of work or mental health being hindered by a toxic work environment, we recommend fostering open communication with your team to talk about how things could improve. If you still don’t feel comfortable or you feel this conversation isn’t possible, it might be time to ask if the job is worth your mental health.

10. Know When to Unplug

Going along with taking breaks and taking care of your health, it’s essential to know when to take a step back from your work. 

If you’re a workaholic deemed with the constant anxiety that there’s always more to be done, we get it. But, constantly stressing about work after hours isn’t helping anyone. Finding your ideal work/life balance will help foster good mental health, a better attitude toward your job, and will ultimately lead to better productivity when you walk into your dedicated work hours. 

So, when you come home after a long day of productivity, don’t be afraid to unplug, be proud of what you’ve achieved, and recharge yourself to be ready for the next day.


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5 Things to Know When Learning Facebook Ads

The world of Facebook advertising can seem overwhelming at first. With over 1,000 different targeting options, 11 objectives to choose from, and all the different ad formats available, it’s no wonder the internet is going crazy on how to crack the code to Facebook advertising.

1. Understand what goes into setting up an ad

First things first, you have to know the different components of an ad.

Step #1: Set your Objective.

Your objective is the result you want to get from your ad, and selecting the correct one will help you meet your goals. Facebook currently has 11 different ad objectives you can choose from.

  • Brand awareness
  • Reach
  • Traffic
  • Engagement
  • App installs
  • Video views
  • Lead generation
  • Messages
  • Conversions
  • Catalogue sales
  • Store Visits

Step #2: Select your Audience.

Ahhh, targeting. This is where things can get complicated. Facebook allows you to select dynamic targeting parameters for your ads such as age, location, language, interests, demographics, behaviors, and more.  

Step #3: Choose Ad Placement.

This is where you decide where you want your ad to be seen.  You can choose to allow Facebook to use automatic placements, or you can determine them yourself.

Some placements include News Feed, Instagram, Messenger, Audience Network, Video Feed, Stories, and more. You can even choose to target your ads to desktop or mobile devices based on what you know about your audience!

Step #4: Set your Budget.

This is where you decide how much you’re going to spend on your ad. First enter how long you want the ad to run, then you can enter a daily budget: an amount Facebook will allocate toward your ad each day; or a lifetime budget: an amount Facebook will allocate toward your ad throughout the entire time it runs. Learn more about the different ways to use your budget here.

Step #5: Format your Ad.

This is where you can get creative and choose what your ad is going to look like. Facebook offers a variety of ways you can play with the design of your ads with images, videos, and copy, which you can play with according to the ad placements you selected. 

After you’re satisfied with these 5 steps, now you’re ready to launch your ad! But, it’s important to understand…

2. There is no secret formula for success. 

After launching your ads, you’re not quite done yet. Unfortunately, success in Facebook advertising is not black and white. We often see many businesses new to Facebook ads get discouraged when they don’t hit conversion goals immediately. Well, we’re here to tell you this is normal. With all the different options for targeting, formatting, budgeting, and so on, it’s impossible to know what’s going to work without testing.

Be prepared to play around with different targeting, ad copy, images, and placements until you find what works for your audience. There’s a lot that goes into it! But, one step that will make launching successful, converting Facebook ads will be way easier is identifying your buyer personas. This will give you the best possible understanding of what your audience might be looking for, and how to reach them through your targeting.

A/B Testing

A/B testing allows you to run multiple different ads under the same campaign while directly comparing results. You can compare different images, headlines, copy, placements, and even targeting, and Facebook will show you what your audience responds to more! Trust us, this is a game-changer.

In summary, you need to constantly be testing, measuring, and optimising your ads. You can’t simply launch some to the world and leave them for a week. Well, unless you want to waste a lot of money.

3. Use retargeting.

Ever heard the theory that on average, a customer needs to see an ad at least three times before they convert? Retargeting new ads to people who have already engaged with your brand is one of the biggest missed opportunities we see for people new to Facebook Ads. 


Facebook allows you the option to retarget ads to people who have already clicked on your ad, liked your page, visited your website, etc by setting up Custom Audiences

For example, if someone clicks on one of your ads leading to a blog post on your website, they can be filtered into a custom audience of people who have taken similar action. Next time you run an ad, you can make it sales-focused and target it to all of the people in your custom audience. 

Guess who’s going to be more willing to buy from your brand? Someone who has never seen or heard of your brand before, or someone you have already reached through your content? See where we’re going with this?

Using content marketing and retargeting features are how you turn clicks into real conversions and sales.

4. Determine a good method of tracking your ads.

Take it from us, it’s really easy to start playing around with different types of ads, tweaking small things here and there, and then all of the sudden you see a change and don’t know what started working. 

How do you know if your ad is really working? Well, it depends on what your goal is (more on this in another article soon). Luckily, Facebook Ads Manager has a ton of built-in Ads Reporting tools that allow you to create, customize, export, share and schedule reports on your ad performance based on a set of parameters that you choose. You can look at how many clicks an ad gets, how many impressions it left, cost per click, and tons more. If this is too overwhelming at first, AdEspresso is a great tool to help analyze your campaigns.

5. Always be ready to learn.

“Always be learning” is actually one of GoViral’s 8 Company Ethos (Check out the full list here). It’s important to never be stagnant in your know-how, because if one thing is for certain, it’s that the latest trends and rules of digital marketing are constantly changing-and Facebook advertising is no different. Facebook is constantly refining and changing its rules, policies, and algorithms, adding new functions to Ads Manager, etc.

For example: Recently, Facebook posted that they will be putting a greater emphasis on building community through Facebook Groups. We wouldn’t be surprised to see the addition of advertising for Facebook Groups sometime in 2021.

To keep up with the latest changes, we recommend setting Google Alerts, following Facebook Community for real-time updates, and subscribing to newsletters from trusted sources. Some of our favorites are Social Media Examiner, and Hubspot

 

So, be patient, be willing to try new things, and always be ready to learn.


Are you interested in leveraging Facebook ads for your business? Contact us below for help.

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