How to Create Landing Pages that Convert
A common question we come across about landing pages is “is it not the same as a website?”. While we see the similarities, you’re directing traffic to a particular page to generate sales, a landing page is ONE specific page for ONE specific goal. A website has different pages people can explore and learn more about what you do. While both are important, a landing page is better suited for an upcoming campaign or an event to increase visibility and drive warm traffic to carry out an action.
In this blog, we’re going to discuss what IS a landing page, how to create one that converts and a bonus tip on color theory that will make your landing page stand out,
What IS a landing page?
A landing page is one page designed to generate warm leads for a particular goal. Customers that click on your landing page know about your business already and have taken an interest in what you do.
This goal could be newsletter signups, signing up for a demo, social media campaigns, registering interest in a product or service, and so much more.
At GoViral, we create landing pages for our long-term clients, Jabra, for the events they attend like GITEX Africa, Infocomm, and ISE Barcelona.
These events increase the visibility and awareness of the brand, building a community of loyal customers and generating warm leads.
For each event, a specific landing page is created to drive conversions focused on signing up for a demo before, during, and after the event. This keeps Jabra top of mind for their customers and encourages them to keep coming back, even after the event is over.
Ok, so where do I find customers to drive traffic to the landing page?
We thought you’d never ask.
While traffic can come through social media platforms alone, using PPC (Pay-per-click), advertising, and email marketing campaigns can increase your chances of directing traffic to the landing page.
A PPC campaign pictured below can increase visibility and drive more traffic ahead of an event.
Remember, you’re sending WARM traffic to your landing page. They already know you and have shown interest in your business.
There are key details to keep in mind when creating a converting landing page.
Making a landing page convertible
The reasons for landing pages not converting are the call to action isn’t strong enough, the visual design doesn’t pop out and most importantly, the copy isn’t intriguing enough.
When your warm lead clicks onto your landing page, it needs to have all the key information above the fold (this is the first area you see when you click onto any page).
Your landing page needs to sell itself.
Our biggest advice is CUT. THE. FLUFF.
Cutting the fluff means no complex terms and large blocks of texts.
Above the fold needs to have information that a customer can read and know exactly what the landing page is about.
Let’s go through the top information needed to make your landing page a hit and secure that conversion.
Securing the Conversion
The average conversion rate for a landing page is 9.7%. However, vital information that can secure the conversion are the headline to capture attention, sub-headline messaging that’s tailored to the specific audience, social proof to get them over the line, and a strong call to action to take the next step.
Anything else can be placed below if the customer wants to learn more about the sales messages.
1. A Captivating Headline
Think of a good article you’ve read, a strong LinkedIn post that made you feel seen, or a viral TikTok that called you out.
Ask yourself WHY you stopped reading.
We’re 100% sure you stopped because the headline caught your eye and intrigued you to keep reading.
If your headline isn’t strong enough, people are going to swiftly click out of your landing page.
Another reason why customers scroll past is because the headline has too much fluff.
It’s created for the purpose of everyone and anyone, and unfortunately trying to speak to everyone leads you to speaking to no one.
In your headline for your landing page, it needs to convey the benefits of the conversion, a time-sensitive offer, or an easy solution to their problem.
Your headline should be clear and straightforward so the customer understands.
How did they get onto the landing page? If it’s through PPC or advertising, make sure it’s relevant to what they clicked on.
Customers want to feel seen and heard so your headline should emphasize and SPEAK directly to their problem, placing you as the solution.
2. A Sub-Headline
A captivating headline will get the customer’s attention but the sub-headline is written to reinforce the customer with extra details and benefits the customer needs to know.
Your subheadline should include your unique selling proposition (USP) that makes you stand out and encourages your customers to carry out the conversion.
After all, your customers need to know why YOU’RE different.
Messaging that not only has the features but the benefits of the product or service encourages customers to stay on the page and convert.
Messaging that’s tailored to the customer significantly increases conversion rates compared to a generic landing page.
3. Scroll Stopping Hero Image
Pair a captivating headline and subheadline with a strong hero image and you’ll have your customers’ attention.
Your hero image is an important aspect of your landing page because images, videos, and graphics can emotionally persuade someone to take action.
Our brain processes visual information quicker than text alone so combining the two creates an impact. Your hero image should be displayed in a way that the customer can visualize the benefits of the product or service.
4. Show Me the Proof
Client testimonials, reviews, and ratings are a sure fire way for customers to convert if they see other customers are happy.
Showcasing social proof boosts your credibility and authority around what your product or service offers.
Displaying reviews can increase conversion rates by 34%.
5. A Focused Call-To-Action
Your CTA is the driving force on your landing page and primary conversion metric.
There’s nothing worse than designing the perfect landing page and the call-to-action is too weak.
Your CTA should be obvious in its design (color psychology tip below), and compelling in the copy to get people to act.
GoViral Bonus
We’ve given you the top five areas of a landing page that needs to be effective but we’re going to go one step further by giving you a bonus tip.
When you’re making a landing page, one thing that’s not taken into account as often is COLOR.
Color theory can impact whether someone will carry out your desired action on the landing page. Designers have been aware of color theory for a long time, and how the visual impact can lead us to have different emotional responses.
Two ways color theory relates to a successful landing page are the contrasting color combinations and readability along with psychological color associations.
We associate certain colors with different emotions and using color to create your landing page can increase the chances of conversion.
Red promotes urgency, green promotes balance and refreshment, orange is associated with warmth and security, black exudes sleekness and efficiency and so forth.
By using this knowledge to your advantage and understanding each color association, you can create your landing page effectively.
Take Apple’s very simple color combination. The contrast of black and white is easy for people to read, making it accessible while the white background compliments the bold black that exudes efficiency and sleekness.
Think about the emotions you want your customer to feel and play around with contrasting colors to be able to ignite that emotion.
It’s the finer details that transform the conversion rate.
GoViral Conclusion
We’ve deep dived into the main areas you need to pay attention to when building out your landing page. Whether it’s for newsletter signups, a discounted offer, or a marketing campaign, the landing page should be clear, direct, and achieve the end goal.
Don’t be afraid to A/B test different landing pages to see what works and what doesn’t, it’s a process.
If you’re looking to create a landing page but feel overwhelmed about the different aspects, contact us at GoViral to help you build a landing page that converts.
The Rise and Fall of Threads
Threads is hanging on by a thread, LITERALLY. Threads emerged as the hot new app, launched on the fourth of July, 2023 and was presumed to be the app to be on. Similar to X, formerly known as Twitter, Threads is a text-based platform where content creators and businesses could connect and discuss topics and start conversations. Owned by Instagram and Meta, it’s another way of keeping users on the app and to continue engaging with each other. Unfortunately, the rise of Threads has slowly begun to fall and has been kicked to the corner by many. In this month’s blog, we’re going to explore the evolution of Threads, its use and benefits for businesses and creators, and give our verdict on whether Threads will survive another year.
The Evolution of Threads
Did you know Threads was already launched by Instagram in 2019, originally a “camera-first messaging app”. Sounds very similar, no? (hello BeReal!). When you start a new account on social media, you have to build it from scratch.
With threads, your followers are automatically transferred over to the new platform. Your feed consists of accounts you already follow with suggested content from other creators that Instagram’s algorithm has favored.
Less than a week after Thread’s launch, it crossed the 100 million user mark. Who’s surprised though? When a new app comes on the scene, people are hungry to try it out. The general verdict across social media is people are getting bored and frustrated because of an increase of paid ads and promotions.
People don’t feel like they can connect with people anymore because everything feels like an ad. We wrote an article here about how authenticity is in, artificiality is out. People want to buy from people but they want autonomy over what and how they buy.
Threads gave people a space to chill out and take a breather.
Threads was released as a competitor to Twitter, however there aren’t many differences between the two. Both share the same features with images, videos but the MAIN difference is Threads has a character limit of 500 words (YAY, more space to write), compared to Twitter’s 280 characters.
X (I’m still not used to this, it’ll always be Twitter), gives more of a newspaper vibe but in real time whereas Threads is more about creating a community.
Threads Vs Every Social Media Platform…
Even though Twitter is Threads’ competitor, there are a few other platforms that could be seen to be a competitor.
It mightn’t surprise you but Reddit is a HUGE place to start public conversations, create a community and you can find pretty much anything on the platform.
One of the weirdest questions on Reddit we found was “if the Earth was perfectly smooth, would water still form oceans?”. Nothing like an existential crisis to wake us up to reality.
There’s millions of different subreddits, ones called r/shower thoughts and r/NoStupidQuestions (no such thing as a stupid question, we like it), that people get involved in and share their own thoughts and opinions.
Threads also has an ephemeral feature, messages disappearing after 24 hours, which suits people who are cautious about their digital footprint. This feature is also common on Snapchat and Instagram stories.
Funnily enough, Instagram launched their previous version of Threads to compete with Snapchat but never gained enough traction, which led to it being discontinued in 2021.
LinkedIn in recent months has become a hub for authenticity and storytelling despite it being a “professional” platform. There’s been a move from hard sales and posting about your new job to a place for storytelling and creating a community.
The similarity between LinkedIn and Threads are that they are both text-based platforms and both are focused on engagement and building a more intimate connection with your audience.
While LinkedIn is still the place to find the hustler entrepreneurs and pointers on how to buy time back for your business, Threads is more along the vibe of the cool kids hanging out at a cafe, discussing what flavors they get in their matcha coffee.
Threads has taken different features across the text-based platforms and combined them into one but we’re still not convinced…
Was Threads an investment or risk for businesses?
When Threads launched, everyone wanted to get on the app and check it out for themselves. This also meant businesses were curious as to whether they needed to be on yet another app.
Threads created an intimate space for businesses and customers to speak directly to each other instead of messages getting lost in the DM’s. This created more of a connection and allowed them to address any concerns quicker in a more casual setting.
Because of its real-time conversations, it gave off a sense of exclusivity because of its ephemeral messaging. Limited offers or discounts set off a sense of urgency and feels like a bond between the business and the customer.
The ability to also share short videos and photos with ephemeral messaging could have been useful for offering quick tutorials or showcasing new products.
However, there are drawbacks for businesses.
Even though many rushed to the app when it launched, the rise of users quickly slowed down. Businesses have a limited amount of time and adding another app to the list, they need to make sure what they put in will be returned. For some, this was too much of a risk.
Like any platform, you need to learn the new tools and come up with yet another strategy, sending marketers into overload. If you got something good going, sometimes its better to stick to what you know.
All of this comes down to what the businesses goals were in the long run. A business that wanted a more interactive way to connect with a smaller, engaged audience could benefit from the app. Not to mention, it’s a good place for businesses to do market research and see what people are talking about.
This could have led to new ideas and product launches which would make customers feel valued and heard.
But if a business was looking for long-term brand building, sticking to what they know like Instagram or TikTok is better for the long run.
Where is Threads now?
At this moment, Threads has 175 million monthly active users in July 2024, with an increase of 25 million since April. However, compare that to Twitter (X) who has 550 million people accessing the platform on a monthly basis. Although there’s still an active presence on the app, it still remains a fraction of the size of Twitter (X).
Reviews across the internet about the platform are fifty fifty. Like any text-based platform, it’s much easier to create content at a quicker speed in comparison to the production process with Instagram and TikTok. Its ability to create an interactive and engaging community would suit niche brands and micro-influencers because of its personalization while for larger businesses, it could be used as an informal and direct customer support service.
Every once in a while, someone will mention Threads but for now, the hype around the social media app has died down.
GoViral Conclusion
Threads had everyone in a frenzy with yet another app for business owners, influencers and entrepreneurs to worry about.
Although it rose to fame within a few days, the virality didn’t last long.
It’s interesting to think about why Threads didn’t continue to grow.
Even though Threads originally started out as a camera app, there were too many platforms to compete with. Think YouTube and TikTok.
When Elon decided to rebrand Twitter and officially change it to X, Instagram saw it as an opportunity to revive the platform in hopes that it would fill its shoes.
People like predictability and are more inclined to stick to what they know. Unfortunately, Threads didn’t spark enough interest to garner a reaction from the late majority.
Although there’s no definite statistic on why video outperforms text, video has a much lower barrier to entry, requiring less cognitive effort to process information. Our brain processes visuals easier and quicker, invoking an emotion and telling a story that draws the person in.
Our attention span could also have a part to play in why people prefer video-based platforms, compared to text-based platforms.
Even though Threads is still running at this moment, it’s unclear whether it’ll be an active platform by the end of the year. Who knows, it might revive itself and come back as Threads 3.0.
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Paid Ads: 7 Key Metrics to Track for a Successful Strategy
Tracking metrics for a successful strategy is just as important as tracking your steps. Tracking our steps and eating healthier to get fit means we are looking after our body. Just like our body, we need to track metrics in our business to make sure it has a healthy input of money and output of quality content. They say success is subjective but if you don’t track any metrics, how do you know if your business is booming? Nobody likes to waste money so in this months blog, we are highlighting the top 7 metrics to track for a successful paid ads strategy. We got you covered!
The Importance of Tracking Metrics
Let’s break down why tracking metrics is important for your business.
Posting content is crucial for your business because it gets your product or service in front of your ideal customer.
Without content, it makes it hard for people to find your business and buy your products or services. But posting a piece of content once a week isn’t enough to understand if the content resonates with your audience.
The amount of content produced across platforms such as TikTok and Instagram can make it feel like you’re posting into the void. We know the feeling, don’t worry.
Understanding your metrics is crucial to understand your customers’ pain points, how they interact with your content, and whether it’s bringing you in sales.
Posting content that goes viral is great but how many times does this type of content convert? Not often.
It gets eyes on your content and your business but the percentage of people who come from a viral video aren’t your ideal customer.
Having a large following is a boost for vanity metrics but that doesn’t pay the bills.
At GoViral, we are proud of our marketing strategies because we combine inbound marketing with targeted PPC campaigns to get the best visibility for our clients.
Adding PPC campaigns into your strategy is a cost effective way to target your ideal audience but in a less spammy way.
The cost? The only time you pay is when someone clicks on your ad.
Integrating these two methods ensures our clients get their content in front of the right people and guide them along the customer journey.
PPC campaigns achieve amazing results for your business but tracking key metrics is vital for ensuring every click is worth the cents.
Setting up a PPC campaign needs to be well thought out and adjusted if you’re not achieving the results you want.
First things first, goal setting. What’s the purpose for the PPC campaign?
Setting Goals for Success
To achieve anything worthwhile in life, you need to set goals so you have something to work towards.
Outlining the process of how you are going to achieve that goal makes the process simpler and smoother to achieve.
If you don’t have an end goal in sight, you are just going through the motions and the end never ends.
Let’s not do that, especially with a PPC campaign.
Whether its new customers, driving traffic or increasing sales, PPC campaigns are the most effective way to get your products or services in front of them.
Start off defining your goal by using the SMART method (specific, measurable, achievable, realistic and time-related) to break it down into simple steps.
For example, if you’re a B2B company and want to generate leads, you can run PPC campaigns to get customers onto your landing page using targeted keywords related to the problems your software solves.
You can then offer a free trial or demo of their product.
Here they can capture emails and create an emailing list for new product releases or events in the future.
You need to A/B test ad variations to see which ad performs best, adjust the bid depending on how well it’s doing and be ready to refine the campaign if it isn’t achieving the results you want.
Everything in marketing is about testing until you find the “stickiness”.
Think of it like shopping for the best outfit.
You spot two dresses that are in the shade blue but one is slightly lighter.
You decide to try them on to see which one suits you better.
In the changing room, you try on each dress and notice the lighter blue makes you look pale, draining you of colour.
The darker blue makes you look more vibrant and bronzed.
You decide to go with the darker blue because it makes you look and feel better.
Like choosing the best outfit that makes you look and feel good, people are more inclined to click on an ad and convert if it makes them feel like you understand their problem and can provide a solution.
If people are clicking into your ad and not converting on your landing page, something is wrong with the copy or your audience targeting isn’t right.
Get clear on WHO you’re speaking to, what you can do for them and target the right audience who are likely to convert.
GoViral’s Success Strategy
At GoViral, we see the importance of PPC campaigns and the amazing results it has achieved for our clients.
Our client, Jabra, attended GITEX Africa last year and needed our help in creating a campaign before, during, and after for GITEX Africa this year.
We discussed their goals for the PPC campaign and what they’d like to achieve.
Last year, their PPC campaign achieved 44 sales qualified leads and 4 marketing qualified leads.
With our expertise and knowledge of getting the best results from PPC campaigns, we exceeded last year’s results, achieving 99 sales qualified leads and 24 marketing qualified leads.
When done right, PPC campaigns are powerful for your overall business objectives.
Let’s dive into the top 7 key metrics we focus on to achieve these results.
The 7 key metrics
1. Impressions
This is how many people have seen your ad while browsing the internet. Impressions give you an indication of whether your keyword targeting is correct, if your bidding is too high or low and if your copy is resonating.
Main reasons for low impressions are incorrect keyword targeting, poor ad copy or boring creatives.
Your bid might be too low for it to compete with other ads that are bidding for the top.
This can be a struggle for smaller businesses but investing in keyword research, targeting the right audience and have copy that speaks directly to the customer can increase your impressions.
2. Clicks or CTR (Click-Through-Rate)
CTR is an important metric to analyze because it helps when optimizing your budget.
Ads with a high CTR cost less per click which reduces spending large amounts of money on PPC campaigns.
A/B testing ad variations and copy can single out cost-effective keywords and highlight what ad is resonating most with your ideal customer.
Once you notice what ad variation is resonating most, the budget can be adjusted accordingly and help push your ad.
To understand how much each click costs, divide the total number of clicks by the total number of impressions and multiply by 100%.
Think of the last time you clicked on an ad.
What was it about the ad that made you click?
3. CPC (Cost-Per-Click)
In an ideal situation, your CTR should be high and your CPC low.
This shows that your ideal customers are resonating with your ad and are clicking through to learn more about your business.
CPC focuses on optimizing your bidding strategy for PPC campaigns where you can identify keywords or ad placements that are driving clicks.
If a specific keyword is gaining more traction, you can adjust your bidding to be higher on that word and lower bids for others.
If you have a high CPC, your ad could be targeting the wrong people.
Make sure your copy and creative is clear about who its targeting or you’ll end up with a hefty bill and no sales.
To find out what your CPC is, divide your total ad spend for a specific day or campaign by the total number of clicks your ad receives during that period.
4. CPA (Cost per Acquisition or Paying Customer)
CPA relates to how much it costs to acquire a paying customer in terms of clicks.
The only metric you want to be high is your click through rate.
If your CPA is high, like CPC, your audience targeting could be incorrect as its shown to those who are unlikely to convert.
Understanding your audience and segmenting them correctly will give you a much higher return on investment and less headaches.
Find out how much it costs to acquire a paying customer by dividing the total ad spend within a specific timeframe by the number of conversions people carried out after your ad or campaign.
5. Conversion Rate
A huge indicator of whether people are carrying out the desired action is your conversion rate.
This looks different for every business. If you have a newsletter, a conversion could be a subscribe, if you have an E-book on the best ways to convert audiences into customers, this could be a download.
It doesn’t necessarily mean a sale.
Low conversion rate means there’s friction somewhere along the customers journey.
Something is making them leave your landing page or worse, not even clicking into your ad.
Understanding how a person interacts with your content will indicate what needs to be improved.
Maybe your call to action isn’t clear or your layout of your website is confusing.
Your website needs to be clear and straightforward so that you’re guiding the customer with ease through the journey.
To understand what your conversion rate is divide the number of conversions by the total number of visitors to your website and multiply by 100.
For example, 1,000 people visit your website a month and 50 people convert – (50 conversions/1000 visitors) x 100% = 5%.
6. ROAS (Return On Ad Spend)
This helps us measure the actual revenue generated for every euro you spend on your advertising campaigns. So think of your CTR, CPC, and CPA.
The ONLY metric we want high is your CTR. If your CPC and CPA are high also, your ROAS is going to be low indicating your campaign isn’t profitable.
The aim of your campaign is to earn more revenue from your ads then the amount you’re investing in them.
If you have a set budget, ROAS is extremely important to ensure you’re making every euro count.
Divide the total revenue generated from the ads by the total ad spend to figure out what the ROAS is for your campaign.
7. Quality Score
Your quality score is based on how relevant your content is according to Google Ads.
This rating can make or break how well your ad will do because it considers whether it will resonate with your ideal customers, whether the keywords match and if your landing page answers what the customer is looking for.
Your quality score is important when looking at your CTR. If your quality score is low, expect a higher CTR.
A note from our PPC Specialist
As a passionate PPC specialist, I believe in the power of a well-executed Google Ads campaign, here are a few tips to help you on your path to PPC success!
Start by setting clear objectives that align with your business goals – whether it’s driving traffic, generating leads, or boosting sales, know what your goals are.
Make sure you conduct thorough keyword research using tools like Google Keyword Planner and aim for a mix of broad, exact, and long-tail keywords to capture both wide and specific search intents.
Write ad copy that’s not just clear and concise, but also engaging.
Highlight your unique selling points (USPs) and don’t forget to include strong calls to action that make users want to click.
When users click on your ad, your landing page should be fast, mobile-friendly, and easy to navigate, ensuring a seamless experience for visitors.
Don’t overlook ad extensions!
Use sitelinks, callouts, and structured snippets to pack more information into your ads and boost their visibility.
Conversion tracking should be a top priority, set it up to see which keywords and ads are performing best, and use this data to fine-tune your strategy and get the most out of your investment.
Monitor your bids and adjust them regularly to make the most of your ad spend.
Automated bidding strategies like target CPA or ROAS can help optimize for your campaign goals.
Continuously A/B test different ad copies, headlines, and landing pages to find the most effective combinations and keep improving.
Remarketing is your friend!
Re-engage visitors who’ve interacted with your site before, and use dynamic remarketing to show them personalized ads featuring products or services they’ve viewed.
Lastly, keep a close eye on your campaign data, regular analysis will help you spot trends, strengths, and areas for improvement, ensuring you’re always moving forward.
Happy Optimizing!
GoViral Conclusion
Understanding the seven key metrics of paid ads can transform your business and get your content in front of the right audience at the right time.
You want the customers’ journey to be smooth from the moment they see your ad to conversion.
At GoViral, we ensure your PPC campaign is tailored to your businesses’ objectives, targets your ideal customers and achieves the results you desire.
Don’t spend time on trying to figure out how paid ads work and lose out on money. Get in contact with us today to start getting a positive return on investment for your campaign.
Contact GoViral Digital today to learn how our expertise in inbound marketing can develop an effective paid ads strategy, getting your content in front of the right people and achieve measurable results for your campaigns!
The Age of Personalization: Personalization Marketing Gone Wrong.
Hey… you… yes you. We’ve been waiting for you. If you’ve watched the series “You”, you know Joe’s fascination with finding his one true love and goes as far as stalking them to find out everything about them. Much like Joe, businesses gather information and data on their customers to adjust their personalization efforts. However, too personal, the customer feels creeped out but if too generalized, the customer feels one of many. Don’t be like Joe. We’re going to dive into the mistakes businesses make that give the customer the ick and how to avoid being called out for stalking.. just kidding but businesses need to be mindful of the information they store and what they do with it. Let’s dive into how businesses can be less like Joe and more like a friendly reminder.
Beyond the Algorithm
If you’ve ever received a personalized gift for your birthday, you know that feeling.
It makes you feel special and seen, making you feel warm inside.
Well, that’s what companies have been trying to do with their products and services making their customers feel heard along the buyer’s journey.
When personalization is done right, customers engage with the business and show loyalty towards that brand. They’re happy to tell people about you over a cup of coffee or recommend using your products online. The dream outcome for a business.
The problem is companies often still see customers as a demographic rather than a real person who has interests, beliefs, pain points, wishes, dreams.
While understanding the demographics of a person like their age and location is beneficial for companies to target their desired audience, this gives a very surface level understanding of who their audience is.
How can you personalize the content your audience receives if you don’t even know what they want?
Automation has helped businesses speed up their processes and workflow but if there’s limited data or worse, wrong data about a segment of your audience, your audience will have no problem leaving a one star review.
The last thing you want is your businesses reputation damaged because you didn’t do enough research into your customer.
You need to know your audience like the back of your hand.
Ever wondered what that looks like?
Let’s dive into…..
Daisy’s Personalized Journey
Meet Daisy.
Daisy is 27 years old, living in Barcelona, and is a digital marketing freelancer.
Daisy is a typical Apple customer who buys products online because of its quick delivery and discounted prices if she buys a bundle.
Daisy goes for a walk at one “o” clock every day to get some fresh air.
Sitting in front of the computer for long periods of time hurts her eyes.
She goes for these walks to feel re-inspired because her concentration levels normally fall in the afternoon.
Daisy loves listening to Mel Robbin’s podcast to get her creative juices flowing again.
Daisy puts her earbuds in, presses play but wait, there’s something wrong.
Nothing is coming out of one of the earbuds.
Daisy hates when this happens because she likes to block out the noise around her and focus on the podcast.
Frustrated about her earbuds not working, she quickly opens up her phone and types “apple store close to me”.
Daisy is a regular customer at apple who buys online but she doesn’t want to wait a few days to get her new earbuds.
She notices there’s an apple store about ten minutes away from her.
Daisy checks to make sure they do in-store pick up.
The relief she feels when she sees they do.
She clicks into the apple website, logs in, and goes to her previous orders.
As she’s about to repurchase her last pair, Apple sends her a discounted code to thank her for being a loyal customer.
Directly after purchasing, she receives a thank you email with her order number for pick-up.
The earbuds are in the store so she grabs her jacket and takes off on the walk.
Arriving at the store, she heads inside to give her order number to the manager.
After five minutes, Daisy gets her earphones and is excited that she can finally listen to Mel Robbin’s podcast on the way home.
She’s super happy with her experience that she leaves a review on the Apple website, thanking them for their quick delivery and great customer service.
Personalisation should be discreet and blend seamlessly into their buying journey.
Daisy moved down the funnel quickly, from becoming aware of her problem, going directly to conversion because of previous positive experiences with Apple that addressed her needs and desires.
Messaging, targeting and timing matter.
Reeling in the Years of Personalization
Personalization isn’t a completely new concept.
Remember that fancy hotel you went to for your anniversary, the hotel manager upgrading you to a suite with balloons and chocolate congratulating you.
The restaurant singing “happy birthday” for your 50th birthday.
Your local shop knowing your first AND last name, asking “how’s the family?”.
The only difference is personalization upgraded to the digital world.
Let’s take a look back at where it all began…
The year was 2011 and you just received an email that had YOUR name in the email. This email is personalized for YOU!
In comparison to how everything is personalized now, this seems small but to have an email with your name was major.
Amazon saw an opportunity and in 2012, they took the first step in personalizing product recommendations, creating a benchmark for other businesses.
This algorithm had the ability to recommend products to the customer, based on what they were looking for.
Seeing the increase of engagement and the value personalisation had, businesses wanted to do the same for it’s customers.
In 2018, personalization spread and websites were adapting to customers needs, ensuring the products were shown based on previous purchases.
If you bought a train ticket to Barcelona, it’s no surprise tourist attractions or hotels in Barcelona would show up, preparing you for your trip.
Understanding the customer’s journey and thinking “what does the customer need”, NOT “what should we show them”. You wouldn’t show an ad for a trip to Madrid after they’ve bought a train ticket to Barcelona.
It’s 2024, where are we now?
We now live in the age of “hyper-personalization”, merging behavioural and real-time data to understand how a customer shops, how they browse and so forth to match products or services to their needs and interests.
But are customers happy about businesses collecting and analyzing data?
Personalized Marketing Gone Right
A business that understands personalization understands the customer and gives them the experience of being seen and heard, which results in them becoming returning customers.
Think of a business that gave you that experience.
They understood EXACTLY what you needed at the right time and overall, it was a positive experience.
Amazon excels in personalization because customers are happy to share their data in exchange for product recommendations that align with their interests and needs.
There’s a reason why customers are influenced by influencers and content creators, we trust recommended products that come from real people.
TikTok took this idea and added TikTok shop to the platform which saw an increase in sales and brand growth. We trust word of mouth and referrals.
Businesses, be AWARE!
Word-of-mouth is powerful so if a customer has a bad experience because of your personalisation strategy, be prepared to receive backlash.
Other businesses that understand personalization are Netflix, sending out content recommendations based on what you watch, having you doom-watching (like doom-scrolling) episode after episode.
Think of Spotify, especially at Christmas Time. The famous Spotify Wrapped is all over everyone’s stories, showing off what artist or album they listened to the most throughout the year.
Businesses that understand their target audience reap the rewards.
GoViral to the Rescue
Look, we’ve all been there. Sent the wrong message to a friend. Booked the wrong train. Took the wrong turn.
Human error.
But for businesses, it’s crucial to be careful with customers’ data and how you plan to use it.
If you’re cutting corners on your personalization strategy to save time, expect errors that will cost you more than an unsubscribe.
Let’s dive into the top three errors we see businesses make and how to avoid your business getting a bad reputation….
1. The Infamous Email Error
You have a large campaign where you need to send out emails to your target audience.
Instead of manually entering everyone’s name, you enter an automation – hi <firstname>, we want to tell you..
But what happens if a person didn’t sign up with their first name?
That person receives the email the same way you sent it – hi <firstname>.
Oops.
Always make sure you have a fallback phrase that relates to the email content.
This makes the customer feel involved and part of a bigger community.
Popular clothing brands will use a fallback phrase like fashionista, travel brands might use adventurer.
This phrase is still personalized to the audience, avoiding the loss of a subscriber.
2. When content hits too close to home…
Sending irrelevant content can put your customer off but sending too relevant content will trigger a bad response from your customers.
Campaigns related to health, mortality, or family need to be carefully thought out, ensuring the correct data is up-to-date.
If you don’t have the correct data to deliver to your target audience accurately, scrap personalized campaigns.
You want to add value to your customers through your content, not confuse, upset or anger them.
Giving the customer the option to opt-out of certain occasions such as mothers day and fathers day is a way to show your customers that you value them, creating a stronger relationship.
3. Research Past and Present World Events
Real world events like natural disasters, political issues or terrorist attacks are also something businesses need to be aware of.
Automation allows a business to send out campaigns to a large amount of people in a short amount of time but be aware of the variables you enter.
Like the email error, always make sure different variations of variables are tried and tested before sending out.
An example would be adidas personalization error where they sent out a targeted message congratulating Boston Marathon Runners for surviving the marathon.
Big mistake.
People on social media were quick to remind adidas about the real survivors of the 2013 Boston Marathon Bombing.
This stresses the importance of researching past and present events and to try out different wording with variables to make sure the campaign goes smoothly.
You can create temporary filters that target insensitive language related to a specific event before the campaign to ensure the correct wording is used.
We can’t control natural disasters or other such events but we can control our wording so be mindful.
GoViral Conclusion
We know the importance of personalization but getting it right seems to still be an issue for businesses. Using out-of-date data and miscommunication between teams leads to customers receiving the wrong messages. Every business needs a strong personalization marketing strategy so that the customers feel like the message was just for them.
At GoViral, we ensure our client’s have an up-to-date CRM and a personalization strategy, turning their target audience into customers. If your personalization marketing strategy is causing more friction than sales, get in touch and GoViral can help create a seamless experience for your customers every step of the way.
Contact GoViral Digital today to learn how our expertise in inbound marketing can develop an effective personalization strategy that speaks directly to your customers every step of the way!
Authenticity is in, Artificiality is out.
We are back with our monthly GoViral blog and this month, we are delving into the topic surrounding how businesses that are value-driven and have strong brand messaging are maximizing their brand loyalty. People are sick of being sold to and want to feel seen and heard. Most businesses continue to miss the mark, updating people about product features but fail to show the true value and people behind the brand. People buy from people. We share four simple but effective strategies that your business needs to implement if it wants to thrive this year. Let’s get into it!
How businesses are missing the mark
Traditional marketing techniques were straight to the point and created for the masses. There wasn’t a specific target audience they wanted to target, it was for everyone and anyone.
Marketing to the masses has proved costly to businesses and takes up valuable time that can be better spent elsewhere. Businesses that cut costs on marketing are missing out on maximizing their brand loyalty through engaging with their community and having strong brand messaging.
People are more interested in the people behind the brand than the products.
People crave connection
The rise of social media and apps such as TikTok during the pandemic saw a huge increase in people spending more time on their phones to stay connected to their family and friends. When was the last time you looked at your screen time?
With businesses, hospitality and other establishments closed down because of coronavirus, people wanted to stay connected more than ever.
What once was an app for teenagers showing off their best moves has exploded into a platform where social issues such as equality, diversity, and inclusion are spoken about daily. The pandemic, along with the rise of TikTok, opened up a platform for people to speak up and stand up for what they believe in.
A piece of content or a story that invokes an emotion in the person reading causes people to act out an action. This can be reposting to their story for their followers or sharing directly with their family members because they know they’ll appreciate the content. People like to share content that aligns with their values.
The power of storytelling
The rise of social media and apps such as TikTok during the pandemic saw a huge increase in people spending more time on their phones to stay connected to their family and friends. When was the last time you looked at your screen time?
With businesses, hospitality and other establishments closed down because of coronavirus, people wanted to stay connected more than ever.
What once was an app for teenagers showing off their best moves has exploded into a platform where social issues such as equality, diversity, and inclusion are spoken about daily. The pandemic, along with the rise of TikTok, opened up a platform for people to speak up and stand up for what they believe in.
A piece of content or a story that invokes an emotion in the person reading causes people to act out an action. This can be reposting to their story for their followers or sharing directly with their family members because they know they’ll appreciate the content. People like to share content that aligns with their values.
How Gen Z’s Values are Shaping the Content Industry
Companies know what products they sell but do they know the values that represent the business? The term “value statement” is used in marketing strategy because of its importance to the all-over success of a business. If you don’t know what your value statement is, start writing one.
One of the most important cohorts that are value-driven are Gen Z.
They are the first generation to grow up with the internet compared to Millennials and Gen X.
This means they’re more clued in on what’s happening in the world and are more involved in social issues, not afraid to speak up on certain issues especially if it involves a business.
Gen Z’s values are centred around diversity, inclusion, equality, and sustainability. Fast fashion brands have come under fire for unethical labor practices and disregard for the environmental impact it has. They aren’t afraid to boycott a business if they fail to explain their reasoning behind unfavorable conditions.
Stories captivate customers and build brands
Let’s look at some examples of businesses that have set the bar for having strong brand messaging and clear values.
Take a look at the image below. What’s the first thing that comes to mind?
Nike.
If you guessed correctly, then you know how powerful brand messaging can be. Coupled with their slogan “Just do it”, people KNOW who Nike is and what they stand for.
Collaborating with influential athletes such as Michael B. Jordan and Simone Biles and sharing inspiring and motivational stories of people who just DID it, people resonate with the brand and feel inspired.
Nike is much more than a shoe company, they are a performance company that makes shoes as a way to inspire and enable people to perform at their very best.
Overcoming challenges is a big part of life and people find this concept relatable, therefore, strengthening the relationship between Nike and its customers.
Understanding your audience
Jabra, one of our clients at GoViral, is another great example of having strong brand messaging and clear values.
Their technology has evolved beyond the workplace to everywhere on the go. Changes in how people work after the pandemic pushed Jabra to adapt to the current situation. With many workplaces changing to remote or hybrid work, Jabra understood the difficulties that you encounter with technology.
Jabra understands exactly who their audience is and speaks directly to them about the problems they face. Not afraid to create something new and experiment with their technology, they are always seeking to improve to better serve their audience.
Now that we have learnt that traditional marketing is dead and how Gen Z are shaping the content industry, let’s dive into strategies to start creating content that will get people to buy.
1. Craft your story
No business starts with loyal customers or high revenue returns. Every business started from the bottom and made its way to the top. That story is what gets people to buy.
What’s the businesses’ origin story? What values does the business believe in? What struggles did it encounter? What transformation or journey did your product or service bring you on?
2. Connect emotionally to your audience
Don’t tell them about the product. Tell them how it will make them feel. If we take a pair of headphones, no one is going to connect with the product if you tell me it has great sound. Go deeper than that.
Block the whole world out with our noise-canceling headphones to wind down after a stressful day at work… you get the point.
Give them an experience and how they will feel when they buy the product
3. Show, don’t tell.
A business can say its product is amazing but the consumer is in charge of making that decision. If a customer isn’t happy with a product, they aren’t going to shy away from speaking about it on social media. The product or service needs to help fix a problem. A skincare product that gets rid of acne. A pair of shoes with insoles that make you feel like you are walking on clouds. A jacket that feels like your grandparent’s hug.
Let the product speak for itself. Customers won’t have a problem telling everyone about the impact it had on them.
4. Call to action
Customers can resonate with your story and connect to the product but fail to act because they don’t know what the next step is. Be clear on what you want them to do. Whether it is subscribing to your product launch, attending an event, or making a purchase, there needs to be a clear call to action and a reason WHY.
GoViral conclusion
We can all learn something from Nike and Jabra regarding their strong brand messaging and clear values that resonate with their target audience. People don’t want to hear about the next product launch if it isn’t solving a problem for them. Get clear on what your business stands for and show up as that every time your audience sees you online. It’s harder to grab people’s attention but with strong brand messaging, your business will be top of mind for them. Don’t blend in, stand out amongst the crowd.
Contact GoViral Digital today to learn how our expertise in inbound marketing can enhance your brands presence and help tell your brands story.
Social Media Trends for 2024: Insights into emerging social media trends and predictions for the year ahead.
In today’s fast-paced digital landscape, staying ahead of emerging trends is essential for businesses to maintain a competitive edge. As we enter 2024, the social media landscape continues to evolve rapidly, presenting new opportunities and challenges for marketers. In our latest blog, we’ll dive into the latest social media trends shaping the digital landscape and provide valuable insights and predictions to help businesses navigate the fast-paced world of social media marketing!
With the rise of new technologies and shifting consumer behaviors, businesses must adapt their social media strategies to meet the evolving needs of their audiences. From the increasing popularity of video-first content to augmented reality (AR) and virtual reality (VR) experiences, we’ll explore the key trends that are expected to dominate the social media landscape in 2024. Join us as we uncover actionable insights and strategies to help businesses stay ahead of the curve and drive success in their social media marketing efforts!
Overview of the Current Social Media Landscape
In today’s digital age, social media platforms continue to play a central role in how individuals connect, consume content, and interact with brands. Understanding the current landscape is essential for marketers looking to navigate the dynamic world of social media effectively.
Here’s a closer look at the key trends shaping social media today:
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- Video-First Content: Video content has emerged as the preferred format for engaging audiences across social media platforms. From short-form videos on TikTok to longer video content on YouTube, businesses are leveraging the power of video to capture attention, convey messages, and foster deeper connections with their target audience.
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- Ephemeral Content: Ephemeral content, characterized by its temporary nature, has gained popularity on platforms like Instagram and Snapchat. Stories, in particular, have become a staple feature, allowing users and brands to share moments, updates, and behind-the-scenes glimpses that disappear after 24 hours. The ephemeral nature of this content creates a sense of urgency and authenticity, driving higher engagement among users.
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- Social Commerce: The integration of shopping features into social media platforms has transformed the way consumers discover and purchase products online. With features like shoppable posts, product tags, and in-app checkout options, social commerce has become a seamless and convenient way for brands to showcase their products and drive sales directly from social media.
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- Personalization and Community Building: Brands are increasingly focusing on building genuine connections with their audiences through personalized content and community-building initiatives. From targeted advertising and tailored messaging to niche online communities and influencer partnerships, businesses are prioritizing authenticity and engagement to foster loyal customer relationships.
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- Social Messaging Apps: Messaging apps have become a preferred communication channel for businesses and consumers alike, offering a more intimate and immediate way to connect. With features like chatbots, automated messaging, and personalized recommendations, brands can provide responsive customer support and facilitate seamless transactions directly within messaging platforms.
- User-Generated Content (UGC): User-generated content continues to be a powerful tool for brands looking to amplify their reach and credibility on social media. By encouraging user participation and sharing, businesses can leverage UGC to showcase authentic experiences, foster community engagement, and build social proof around their products or services.
Emerging Trends in Social Media for 2024
As we look ahead to 2024, several emerging trends are poised to reshape the social media landscape, offering new opportunities for brands to engage with their audiences and drive results:
- Video-First Content:
. The proliferation of short-form and vertical video content continues to dominate social media platforms, capturing the attention of users with immersive and engaging experiences.
. From TikTok’s viral challenges to Instagram Reels and YouTube Shorts, brands are embracing video-first strategies to connect with audiences in innovative ways. - Augmented Reality (AR) and Virtual Reality (VR) Experiences:
. AR and VR technologies are unlocking new possibilities for immersive storytelling and interactive experiences on social media.
. AR filters and lenses, VR-enabled live events, and virtual product demonstrations are all technologies brands are using to create memorable and engaging content that resonates with audiences.3. Growth of Ephemeral Content and Stories Format:
. Ephemeral content, such as Stories, continues to gain momentum across social media platforms, offering a casual and authentic way for users to share moments and updates.
. With the rise of platforms like Snapchat, Instagram, and Facebook Stories, brands have an opportunity to engage audiences with timely and ephemeral content that fosters real-time connections.4. Importance of Social Commerce and Shoppable Posts:
. Social commerce is becoming increasingly integral to the social media experience, allowing users to discover and purchase products directly within their favorite platforms.
. With the proliferation of shoppable posts, product tags, and in-app checkout options, brands can seamlessly integrate shopping into the social media experience, driving sales and conversions.5. Rise of Niche Social Media Platforms and Communities:
. As social media continues to evolve, niche platforms and communities are gaining traction among users seeking specialized content and communities.
. From platforms catering to specific interests or industries to micro-communities within larger platforms, brands have an opportunity to connect with highly targeted audiences in meaningful ways.
Predictions for Social Media Marketing in 2024
As we look ahead to 2024, several key predictions are shaping the future of social media marketing, offering insights into the trends that will define the industry:
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- Increased Emphasis on Authenticity and Transparency: Consumers are placing a premium on authenticity and transparency, driving brands to prioritize genuine connections and honest communication on social media platforms. Brands that prioritize authenticity in their messaging and interactions will build trust and loyalty with their audience, fostering stronger relationships and driving long-term success.
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- Personalization and Targeting Advancements in Social Media Advertising: Advances in data analytics and artificial intelligence are enabling more sophisticated personalization and targeting capabilities in social media advertising. Brands that harness these advancements to deliver tailored content and experiences to their target audience will see improved engagement and conversion rates, maximizing the impact of their advertising efforts.
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- Growing Importance of User-Generated Content and Influencer Marketing: User-generated content and influencer marketing are becoming increasingly influential in shaping consumer perceptions and purchasing decisions on social media. Brands that leverage user-generated content and partner with influencers to authentically promote their products and services will tap into the power of peer recommendations and social proof, driving brand awareness and sales.
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- Integration of Social Media with Emerging Technologies like AI and Blockchain: The integration of social media with emerging technologies like artificial intelligence and blockchain will unlock new opportunities for innovation and value creation. From AI-powered chatbots and personalized recommendations to blockchain-based authentication and transparency, brands that embrace these technologies will gain a competitive edge in the digital landscape.
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- Shift towards Decentralized Social Media Platforms and Web3: The rise of decentralized social media platforms and Web3 technologies is challenging the status quo of centralized platforms, offering users greater control over their data and digital experiences. Brands that embrace decentralization and explore opportunities in the Web3 space will position themselves at the forefront of the next evolution of social media, driving innovation and redefining the digital ecosystem.
Strategies for Leveraging Social Media Trends in 2024
As businesses adapt to social media in 2024, implementing effective strategies is essential to capitalize on emerging trends and connect with audiences in meaningful ways. Here are some actionable tips for leveraging social media trends:
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- Tips for Creating Engaging Video Content for Social Media Platforms: With the rise of video-first content, businesses should focus on creating compelling and interactive video content that resonates with their target audience. Incorporate storytelling, humor, and authenticity to capture attention and encourage engagement on social media platforms.
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- Recommendations for Incorporating AR and VR Experiences into Social Media Marketing Campaigns: Embrace the immersive power of augmented reality (AR) and virtual reality (VR) experiences to enhance social media marketing campaigns. From interactive product demonstrations to virtual tours and branded filters, leverage AR and VR technology to create memorable and engaging experiences for your audience.
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- Best Practices for Utilizing Stories and Ephemeral Content Effectively: Stories and ephemeral content have become increasingly popular on social media platforms, offering businesses an opportunity to share timely and authentic content with their audience. Use Stories to showcase behind-the-scenes footage, product launches, and exclusive promotions, and leverage features like polls and quizzes to encourage interaction and engagement.
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- Guidance on Implementing Social Commerce Features and Driving Sales through Social Media: With the growing importance of social commerce, businesses should optimize their social media profiles for shopping and implement features like shoppable posts and in-app checkout to streamline the purchasing process. Use compelling visuals, user-generated content, and influencer endorsements to drive sales and conversions on social media platforms.
- Suggestions for Finding and Engaging with Niche Communities on Social Media: Identify and engage with niche communities on social media platforms that align with your brand’s values and interests. Join relevant groups, participate in conversations, and share valuable content to establish your brand as a trusted authority within your niche and foster connections with like-minded individuals.
Embracing the Future
As we look ahead to 2024, it’s clear that social media will continue to play a pivotal role in shaping the digital landscape. With the rise of video-first content to the integration of emerging technologies like augmented reality and artificial intelligence, businesses must stay ahead of the curve to remain competitive in the evolving social media landscape.
By understanding the current social media landscape, identifying emerging trends, and leveraging actionable strategies, businesses can position themselves for success in the year ahead. Whether it’s creating engaging video content, embracing social commerce, or fostering authentic connections with their audience, businesses have a wealth of opportunities to capitalize on the latest social media trends and drive meaningful results.
As we navigate social media marketing in 2024, one thing remains clear: innovation and adaptation will be key to staying ahead of the curve and achieving success in the digital age. By staying informed, remaining agile, and embracing new opportunities, businesses can thrive in an increasingly competitive and dynamic social media landscape.
Stay tuned for more insights into the future of marketing with GoViral!
Ready to embrace the future of social media marketing? Reach out to us today and let’s explore how you can leverage the latest trends and innovations to elevate your brand’s presence in 2024!
Emerging Technologies in 2024: How They Will Shape Digital Marketing
Wondering what the future holds for the digital marketing space? How will AI revolutionize our interactions, and what’s the secret behind Blockchain’s decentralized magic? Step into the future with our latest blog! 🚀 We’re diving deep into the tech trends that will shape the digital landscape in 2024. Exploring the brilliance of AI to the decentralized power of Blockchain, and the immersive experiences of AR, VR, Voice Search, and IoT – this is your guide to what’s next. Let’s navigate the tech frontier together!
The Rise of Emerging Technologies
In the evolving landscape of digital marketing, the rise of emerging technologies is at the forefront of transformative possibilities. As we step into 2024, understanding these innovations becomes paramount for businesses who want not just to survive but to thrive.
The current digital landscape is witnessing a revolution, with technologies like Artificial Intelligence, Blockchain, Augmented Reality, and the Internet of Things reshaping the way we connect, communicate, and market. This introduction sets the stage for an exploration into the dynamic trends that are propelling us into the future of digital marketing. Buckle up as we travel into the heart of innovation, where staying updated isn’t just a choice – it’s a necessity.
The Future of AI in Marketing
As we step into 2024, these AI trends are poised to redefine how marketers connect with their audience and shape the future of marketing innovation.
- Conversational AI and Advanced Chatbots
- Elevate customer engagement: With natural language processing, Conversational AI creates more meaningful and dynamic interactions. It understands context, making conversations with your brand more intuitive and valuable.
- Enhance user experience: Advanced chatbots go beyond scripted responses. They learn from user interactions, providing more personalized and helpful responses over time.
- Predictive Analytics 2.0
- More accurate predictions: AI algorithms, powered by machine learning, continually refine their predictive capabilities. Expect even more accurate forecasts, helping marketers anticipate trends and consumer behavior with unprecedented precision.
- Actionable insights: Beyond prediction, AI-driven analytics will offer actionable insights, guiding marketers on specific strategies to implement based on the data.
- Hyper-Personalization
- Deep understanding of preferences: AI algorithms analyze vast amounts of data to understand individual preferences. This level of insight enables hyper-personalization, allowing marketers to tailor their messaging and offerings to each segment of their audience.
- Crafting tailored content: Marketing efforts will focus on creating content that resonates on a personal level with each customer, fostering stronger connections and driving engagement.
- AI-Generated Content
- End-to-end content creation: AI is set to take a more significant role in generating creative content, from writing compelling copy to designing visual elements. This streamlines the content creation process, allowing marketers to produce high-quality materials more efficiently.
- Saving time and resources: By automating certain aspects of content creation, businesses can allocate resources more effectively, freeing up time for strategy and higher-level creative tasks.
- Augmented Reality (AR) in Marketing
- Immersive brand experiences: Combining AI and AR opens the door to highly immersive brand experiences. Marketers can create campaigns that blend the virtual and physical worlds, offering consumers interactive and memorable interactions.
- Bridging virtual and physical: AR enhances the way consumers interact with products and brands, providing a bridge between the online and offline realms.
Blockchain’s Impact: Elevating Security and Transparency
As we navigate the digital landscape, blockchain emerges as a game-changer, introducing a new era of security, transparency, and trust in digital marketing practices.
- Immutable Security Infrastructure
- Tamper-proof data: Blockchain’s decentralized and cryptographic nature ensures the security of marketing data. Once data is added to the blockchain, it becomes immutable, reducing the risk of tampering or unauthorized alterations.
- Enhanced trust: Marketers can build trust with their audience by ensuring the integrity and authenticity of the information they share, from product details to customer testimonials.
- Smart Contracts in Advertising
- Transparent transactions: Smart contracts, powered by blockchain, automate and execute agreements when predefined conditions are met. In advertising, this translates to transparent and verifiable transactions, reducing the risk of ad fraud.
- Efficient collaboration: Smart contracts streamline collaboration between advertisers and publishers, ensuring that all parties fulfill their commitments transparently and fairly.
- Data Privacy Reinforcement
- User-controlled data: Blockchain enables users to have more control over their personal data. With decentralized identity solutions, individuals can selectively share information with marketers, enhancing privacy and consent.
- Building consumer trust: By prioritizing data privacy, marketers can build trust with their audience, fostering a positive brand image and creating a more respectful and ethical digital ecosystem.
- Fraud Prevention Mechanisms
- Combatting ad fraud: Blockchain’s decentralized ledger helps combat ad fraud by providing a transparent and traceable record of transactions. This makes it more challenging for malicious actors to manipulate ad metrics or engage in fraudulent activities.
- Validating authenticity: Blockchain verifies the authenticity of digital assets, ensuring that marketers can confidently invest in genuine online spaces and experiences.
Augmented and Virtual Reality (AR/VR): Creating Immersive Experiences
AR and VR technologies are not just trends; they are powerful tools transforming marketing into a dynamic, interactive, and unforgettable journey.
- Product Visualization Revolution
- Try-before-you-buy experiences: AR is transforming how consumers interact with products. Virtual try-ons and product visualizations allow customers to experience products in a virtual space before making a purchase, enhancing their confidence and reducing returns.
- Interactive advertising: AR ads enable users to engage with brands in a more interactive and memorable way. From trying on virtual clothing to visualizing furniture in their homes, consumers actively participate in the brand experience.
- Virtual Showrooms and Experiential Marketing
- Bringing the showroom to the consumer: VR provides the opportunity to create virtual showrooms, allowing customers to explore products in a virtual space. This is particularly impactful in industries like real estate, automotive, and travel.
- Immersive brand experiences: Brands can leverage VR to transport consumers to different environments, whether it’s a virtual vacation destination, a behind-the-scenes look at product manufacturing, or an interactive tour of a historical location.
- Interactive Advertising Campaigns
- Engaging storytelling: AR/VR offers new dimensions to storytelling in advertising. Brands can create interactive and immersive narratives that captivate audiences, fostering a deeper connection between the consumer and the brand.
- Gamification of marketing: Incorporating gamification elements in advertising through AR/VR enhances user engagement. Interactive games and experiences leave a lasting impression and encourage sharing on social media platforms.
Voice Search and Conversational Marketing: The Language of the Future
In the ever-changing landscape of search and consumer interaction, voice is the new frontier. Embracing the nuances of voice search and conversational marketing can set businesses apart in the auditory realm of the digital space.
- The Rise of Voice Search and SEO Strategies
- Changing search patterns: With the proliferation of voice-enabled devices, users are shifting from typed queries to spoken ones. This trend is reshaping SEO strategies, emphasizing the importance of long-tail keywords, natural language, and conversational content.
- Localized and personalized results: Voice search often delivers localized and personalized results, impacting how businesses optimize for local SEO. Tailoring content to match conversational queries becomes paramount for businesses targeting voice search users.
- Conversational Marketing Through Voice-Enabled Devices
- Engaging with your audience: Voice-enabled devices open up new channels for conversational marketing. Brands can create interactive experiences, answer queries, and provide personalized recommendations through voice-activated interactions.
- Building brand personality: Voice interactions allow businesses to infuse their brand with personality. Whether it’s a helpful assistant or a witty conversationalist, the tone and style of voice interactions contribute to brand identity and customer experience.
- Adapting Content for Voice-First Experiences
- Conversational content creation: Businesses need to adapt their content to align with the natural flow of spoken language. Crafting content that answers common questions and addresses user intent becomes crucial for voice search optimization.
- Optimizing for featured snippets: Voice search often pulls information from featured snippets. Optimizing content to appear in these rich snippets enhances the chances of being the chosen result for voice queries.
The Internet of Things (IoT) in Marketing: Connecting Beyond Boundaries
- Smart devices, intelligent insights:
- IoT devices continuously gather diverse sets of data, offering marketers unprecedented access to real-time consumer behavior.
- From wearables tracking health metrics to smart refrigerators noting consumption patterns, every interaction becomes valuable data.
- Tailored experiences:
- Hyper-personalization thrives as marketers leverage IoT data to understand individual preferences and craft bespoke campaigns.
- Customized recommendations based on real-time insights ensure marketing messages resonate with each consumer.
- Seamless interactions:
- IoT seamlessly connects devices, transforming customer experiences. For example, a smart home system coordinates with security cameras and thermostats for a cohesive living experience.
- Connected cars provide in-vehicle entertainment and navigation, creating a holistic brand engagement.
- Context-aware content:
- Marketers utilize real-time context from IoT devices to deliver precisely timed and relevant content.
- Proximity-based marketing triggers promotional messages when customers are near physical stores, driving spontaneous engagement.
- Beyond traditional boundaries:
- Interactive product packaging with embedded sensors opens innovative avenues for brand-consumer interaction.
- IoT-driven campaigns break conventional molds, fostering creativity and transforming everyday objects into marketing touchpoints.
Challenges and Considerations in Adopting Emerging Technologies
As marketers embrace the wave of emerging technologies, they must confront several challenges and considerations integral to a successful integration.
- Data Privacy Dilemmas
Balancing personalization and privacy: The wealth of data collected through these technologies raises concerns about privacy infringement and so marketers must strike a delicate balance, ensuring personalization while respecting user privacy to build and maintain trust.
- Integration Complexities
Harmonizing the tech orchestra: Integrating diverse technologies poses challenges in terms of seamless collaboration and data synchronization. The need for interconnected systems requires robust strategies to avoid silos and optimize the synergy between different platforms.
- Cybersecurity Imperatives
Guardians of digital fortresses: With the increased reliance on interconnected technologies, the vulnerability to cyber threats amplifies. Robust cybersecurity measures are imperative to safeguard consumer data and maintain the integrity of marketing operations.
- Skillset Evolution
Upskilling for the future: Marketers need to upskill to keep pace with the rapidly evolving tech landscape. Training teams in AI, blockchain, and other emerging technologies ensures proficiency and maximizes the potential of these tools.
- Consumer Education
Bridging the knowledge gap: Educating consumers about the benefits and functionalities of these technologies is crucial and transparency in communication helps manage expectations and fosters a positive perception of tech-driven marketing initiatives.
By addressing these challenges head-on and proactively considering these factors, marketers can navigate the evolving terrain of emerging technologies more effectively.
Preparing for the Future of Emerging Technologies
- Embrace a Culture of Adaptability
Foster a culture of continuous learning: Encourage teams to stay abreast of emerging trends through workshops, courses, and industry events. A culture that values adaptability positions businesses to swiftly embrace and integrate new technologies as they evolve.
- Invest in Upskilling Initiatives
Equip your team for the future: Prioritize ongoing training programs to enhance the skill sets of your marketing teams. Investing in the development of competencies in AI, blockchain, and other emerging technologies fortifies your workforce for the challenges ahead.
- Stay Informed About Tech Trends
Knowledge is power: Regularly assess emerging technologies relevant to your industry and audience. Staying informed allows businesses to anticipate trends, evaluate potential applications, and make informed decisions about integration.
- Forge Strategic Partnerships
Collaborate for innovation: Explore partnerships with tech-savvy organizations to leverage their expertise. Collaborative efforts can accelerate the integration process and provide access to cutting-edge solutions.
- Prioritize Flexibility in Strategies
Be agile in approach: Design marketing strategies with built-in flexibility to accommodate evolving technologies. Agile strategies enable quick adjustments, ensuring businesses can harness the benefits of emerging technologies without major disruptions.
By proactively preparing for the future, businesses can position themselves as pioneers in the dynamic landscape of emerging technologies, driving innovation and staying ahead of the curve.
Navigating the Future of Marketing
As we stand at the crossroads of technology and marketing, the journey forward is paved with innovation, challenges, and boundless opportunities. The infusion of AI, blockchain, AR/VR, voice search, IoT, and other emerging technologies is reshaping the very fabric of digital marketing. So don’t forget to:
Embrace Change, Propel Growth: In the face of this transformative era, businesses must not only adapt but embrace change as a catalyst for growth. The dynamic landscape calls for a strategic approach, blending tradition with innovation to create unparalleled marketing experiences.
Embrace Continuous Learning: The quest for knowledge becomes the engine of progress. Continuous learning, upskilling, and staying attuned to technological shifts are the cornerstones of a future-ready marketing ecosystem.
Balance Innovation with Responsibility: As we step into this new frontier, it’s imperative to balance innovation with responsibility. Addressing data privacy concerns, navigating integration complexities, and upholding ethical standards are essential for sustainable growth.
Engage In a Collaborative Future: Collaboration emerges as a beacon guiding us forward. Strategic partnerships, both within and outside industries, will fuel innovation and redefine what’s possible in the marketing landscape.
Focus on Agility: Lastly, agility stands as the linchpin of success. Agile strategies empower businesses to pivot swiftly, adapting to the ever-evolving tech landscape and positioning themselves as leaders in the digital realm.
In this exciting era of possibilities, the future of marketing belongs to those who dare to innovate, learn relentlessly, and navigate the consistently expanding landscape of emerging technologies. Where every challenge becomes an opportunity, every innovation propels us into a brighter, more connected future!
Excited about the future of digital marketing? Contact us to kickstart your journey into the tech landscape of 2024 and elevate your brand strategy!
The Different Stages of an Inbound Marketing Strategy
Inbound marketing has fundamentally transformed the way businesses engage with their audience.
It’s no longer just about casting a wide net and hoping for leads; it’s about building meaningful relationships, nurturing prospects, and turning them into loyal customers.
At the heart of this transformation are the three pivotal stages: Convert, Close, and Delight.
Convert: Turning Visitors into Leads
The journey begins with attracting visitors to your website through engaging content and optimized SEO strategies. These visitors are your potential leads, but to move them through the inbound marketing funnel, you need to convert them.
- Captivating Content: The cornerstone of conversion is valuable content. Offer eBooks, webinars, or insightful blog posts that address your audience’s pain points. These resources act as a magnet, enticing visitors to share their contact information in exchange.
- Effective Calls-to-Action (CTAs): Well-placed CTAs guide visitors to take the desired action. Whether it’s downloading an eBook, subscribing to a newsletter, or requesting a demo, CTAs are your digital sales team.
- Landing Pages: Once a visitor clicks on a CTA, they arrive at a dedicated landing page. It’s here that you collect essential information, such as their name, email, and perhaps even specific details relevant to your offering.
- Forms and Lead Magnets: Make the process seamless with concise, user-friendly forms. The fewer fields to fill, the better. And don’t forget lead magnets—enticing incentives that provide value, like a free trial or exclusive access.
Close: Transforming Leads into Customers
With a treasure trove of leads in your CRM, it’s time to roll up your sleeves and focus on closing the deals.
Lead Nurturing: Not every lead is ready to buy immediately. Implement an effective lead nurturing strategy using automated email sequences to provide relevant content and guide them through their decision-making process.
CRM Integration: A Customer Relationship Management (CRM) system becomes your best friend. It helps you track interactions, analyze data, and segment leads for tailored communication.
Sales Enablement: Equip your sales team with the right tools and knowledge to engage and convert leads effectively. A solid content library, email templates, and sales training are invaluable.
Personalization: Leverage the data you’ve gathered to personalize your interactions. Tailored emails and recommendations show your leads that you understand their needs.
Delight: Fostering Long-Term Relationships
Congratulations, you’ve closed the deal. But the inbound journey doesn’t end there. Delighting your customers turns them into promoters of your brand.
Exceptional Customer Service: Offer top-notch customer support and assistance. Happy customers are more likely to refer your business to others.
Surveys and Feedback: Regularly seek feedback from customers to understand their experience better. Use this input to refine your products and services.
Loyalty Programs: Reward loyal customers with exclusive offers, discounts, or early access to new products. This keeps them engaged and feeling valued.
Content for Current Customers: Continue to provide value by sharing helpful content, tutorials, or updates tailored to your existing customers.
Our Conclusion
Inbound marketing’s Convert, Close, Delight strategy is a continuous loop. It not only transforms prospects into customers but also nurtures lasting relationships. By focusing on providing value at every stage, you’ll not only grow your customer base but also create brand advocates who champion your business to others.
Remember, in the world of inbound, it’s not just about selling; it’s about creating a memorable and mutually beneficial journey for all.
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Building a Digital Trust Ecosystem with Blockchain
Although we are connected through the digital world now more than ever, the term digital trust isn’t new. Digital trust refers to online security and data protection, usually in terms of how companies are collecting and using our personal data.
Customers are increasingly more aware and more interested in privacy policies and how their data is being used on the Internet. We all want to avoid having our personal data stolen or used in a way that we haven’t consented to. The number of incidents where data is mishandled is alarming, and this fosters mistrust among customers, which isn’t good for business.
It’s important to build digital trust within your company and assure customers that their data is safe and secure. In this article, you’ll learn more about what digital trust and a Digital Trust Ecosystem (DTE) is. We will also give you some examples of companies implementing digital trust at its core, and how blockchain technology fits into all of this.
What Is Digital Trust?
Digital trust is the “ability of an organization to inspire confidence within their digital ecosystem about their intent and capability to deliver the promised services.” Your business needs to be trusted by customers in order to succeed in the long run. Without trust, customers will run to another company with more secure offerings.
One example of how digital trust is implemented can be seen in Subex, a company devoted to digital trust that provides solutions to the world’s top 50 telephone companies. As you can see in their model, digital trust is a multi-layer matrix that works across various processes and systems. Digital trust looks different depending on the industry and technology used.
What About a Digital Trust Ecosystem (DTE)?
The technology research company Gartner defines a digital ecosystem as “an interdependent group of actors (enterprises, people, things) sharing standardized digital platforms to achieve a mutually beneficial purpose.” These various entities that are working together are independent, yet collaborating together through digital platforms and solutions.
A Digital Trust Ecosystem (DTE) uses standardized digital solutions that are working together within a trusted network. You can think of it as an intricate web, connecting various companies, people and organizations.
PharmaLedger: A Case Example of Implementing a Digital Trust Ecosystem (DTE)
One of our clients, the PharmaLedger Association (PLA), has built a DTE in healthcare to investigate, develop, and deploy blockchain-enabled solutions. Their philosophy is built on trust, where network participants are encouraged to collaborate and push innovation forward. The DTE is the external framework through which PLA operates.
PLA’s DTE is made up of regulatory authorities, healthcare providers, services providers, distributors and wholesalers, research and academia, insurers and NGO Payers, Biopharma manufacturers, and most importantly, patients.
What does blockchain have to do with a Digital Trust Ecosystem (DTE)?
Some of the key features of blockchain technology are the security provided, the immutability of data (everything stored cannot be changed or tampered with), and the traceability of data. Adding these and many other features of blockchain solutions to your company’s network creates the trust that customers need to do business with you.
Watch the short PharmaLedger Project explainer below to learn more about blockchain technology.
Tell Us About Your Blockchain Project
Are you interested in creating trust in your business with the use of blockchain solutions? If so, our specialized GoViral Blockchain Team can help. We are experts when it comes to inbound marketing, community management, and creating funnels for online sales – but we especially know how to write and create content around blockchain that gets others talking. Tell us about your blockchain idea.
The Importance of Brand Voice
When it comes to distinguishing your brand, having an appealing visual identity and logo surely helps, but what also matters is your brand voice. In order to make your business stand out from the rest and connect with your target market, establishing a brand voice and using it consistently in your marketing strategy is vital.
There’s a reason why a hip brand catering to young adults might use “cool” slogans, or why luxury cars keep it sleek and professional. Your brand voice helps you to make your brand recognizable and reach the right audience.
Let’s talk about what brand voice is and why it’s a good idea to think it through for your brand. We’ll also cover how to create a unique brand voice that you’ll use throughout your communication channels.
What is Brand Voice?
Just like how a personality makes a person unique, a unique brand voice distinguishes a company from its competitors. Brand voice is defined as a personality that your brand consistently communicates. It reflects your brand’s values and serves as a guide on how and what you say when it comes to your marketing strategy. It also helps you connect to your audience and reach potential new customers.
You can think of your company’s brand voice almost as if it were a person. What personality does your brand voice have? What phrases does your brand use? Imagine that your brand is at a dinner party; how would it speak to the other guests?
Why is it important to establish a brand voice?
There is an overload of noise when it comes to advertising and other online content. Individuals and brands are constantly talking through social channels, so it’s important to stand out. Having nice photos, a unique logo and well-thought-out products are all great ways to strengthen your brand, but what you write needs equal care.
Having a consistent brand voice helps differentiate your company while switching up your voice in each post can quickly lead to an unfollow from your customers.
How can you create a unique brand voice?
1. Start with your brand values and mission statement.
Do you need help creating your brand voice? Look at your brand values to determine your voice and how you communicate with your target audience. Make sure that what you promote and say to your audience also reflects your values and mission statement.
Let’s say that your brand named “Green Sea Turtles” sells bright-colored sustainable cleaning products for Gen Z. You value eco-friendliness, have a modern approach and donate 5% of your yearly income to a charity that saves baby sea turtles.
How you communicate to your customers and in what style should also reflect your products. You probably won’t be speaking strictly professionally to your Gen Z customers and the advertising could be directed in a fun, light-hearted manner.
2. Identify your buyer persona to target the right audience.
Making a list of potential customers and writing down their personalities, habits and what they might be interested in is a great way to explore your brand voice.
Knowing that your Gen Z customer for the “Green Sea Turtles” brand is 19 years old, loves to dress in vintage 90s clothing and watches ASMR cleaning videos on TikTok can help you to create your brand voice. Making t-shirts with “God save the sea turtles” slogan and videos promoting your cleaning products showing a Gen Z cleaning her apartment can end with her saying, “Omg so clean, thanks Green Sea Turtles.”
Knowing your buyer persona can also help you to choose the tone of voice that you will use when communicating with your target audience. If you want more tips on how to reach Gen Z customers, read our blog article 5 Tips for Marketing to Gen Z.
3. Keep your brand voice consistent over all social channels.
This includes being consistent on all your social platforms, email communication and even packaging. Think of your brand like a bundle. It would be weird if you communicate your brand in a casual, fun manner and have extremely formal emails like you’re talking to a corporate audience.
One brand that is a great example of keeping its brand voice consistent is Apple. The brand often leaves the wording simple and to the point and adds an eye-catching image to highlight cutting-edge technology. Even their packaging is simple and enjoyable to open, just like how their products are enjoyable to use.
Apple’s advertisement above for the new “unsend” Imessage feature is almost like a short movie. At the end of a message that was unsent, Apple wrote, “Relax, it’s iPhone.”
How do you know your brand voice is working?
Remember, be yourself. One way you know your brand voice is working is if your customers feel as if your company is directly speaking to them, they feel connected to your brand and they feel like they’re part of the conversation.
You can also investigate how your customers are engaging with you online to see if your brand voice is working well. Make sure to read our How You Can Use Social Listening to Improve Your Business blog article to track what others are saying about your brand, and if your brand voice is structured correctly.
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