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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GoViral Case Study: Timing PPC Campaigns for In-Person Events

A common question among marketers: how far in advance should I advertise an in-person event? When should I start using my PPC advertising budget? At GoViral we’re committed to learning from experience, so let’s take a look at the numbers from three recent events.

When Should I Start Advertising an In-Person Event?

Over the past few years we’ve helped one of our clients, a global leader in business and consumer electronics, advertise their presence at in-person industry events. 

When our client attends these events, they want the best bang for their buck. Their end goal is leads. Getting face time with existing and potential customers is invaluable.

But even priceless marketing activities are limited by budget. Regardless of your budget’s size, you need to think carefully about how and when to spend it. So let’s take a look at lead time. How far in advance of an event do we see results for booking in-person meetings?

Our Results from Three Recent Events

For each of our three most recent events, we launched our PPC campaign at a different point in advance of the event date. One campaign started 17 weeks before, one 4 weeks, and one just 3 weeks before the start of the event.

Keeping in mind that we define a lead as someone who schedules a meeting with our client during the event, here are the results of total number of leads acquired by campaigns of varying lengths.

As you can see, we acquired more leads with a shorter timeline ahead of the event. In other words, more time did not translate to more leads.

Furthermore, the Cost Per Acquisition (CPA) decreased as the lead time decreased. How much did we spend to acquire each lead? Considerably more when we started earlier.

Takeaways for Advertising Events with a PPC Campaign

Our overall takeaway? Don’t assume advertising an in-person event earlier means your results will be better.

There are other factors besides the timeline to consider, of course. But one thing is clear from our results: most of our leads for in-person events were acquired in the three weeks immediately before the event.

Our experience has shown that PPC campaigns for in-person events can find success even when limited to the month leading up to the event, and in fact we have had most success acquiring leads during that time.

Further Considerations 

As with all marketing advice, your mileage may vary. Consider your specific situation and make strategic decisions accordingly.

Maybe your event requires early registration, or maybe there’s a competing event in a different city on the same dates. In those cases, you might want to start earlier.

Remember that a marketing campaign requires careful planning, including consideration of the buyer’s journey and other factors specific to your business.

However, if you find yourself starting your advertising efforts just a few weeks before your event, don’t despair! There’s still time to get results.


Looking to advertise an in-person event? Let us help you! Tell us more about your project and request a proposal.


How You Can Use Social Listening to Improve Your Business

Building brand awareness and connecting to customers online requires a holistic approach. Practicing social listening is just as important as creating meaningful content. In this blog post, we will introduce you to this topic and give you some tips on how you can get started on improving your brand through social listening.

What is Social Listening?

According to HootSuite, “Social listening is the practice of monitoring social media channels for mentions of your brand, competitor brands, and related keywords.” You can track any mentions online about your brand or business, which can give you insights into how people are reacting. It can also help you to quickly identify a crisis and react accordingly.

Social listening can help you:

  • Understand how your customers feel about your brand/business
  • Figure out what you can improve if there are complaints or other negative comments
  • Find out what competitors’ customers are talking about and discover trending topics
  • Complete all of this in real-time, so you can act fast if needed

Is Social Listening the Same as Social Monitoring?

Social monitoring, or brand monitoring, is when you get notified when your brand or business is mentioned online. This is useful for responding quickly when needed, but it doesn’t give you a whole picture of your brand or the industry you’re focused on.

Social listening is more expansive in that it gives you mentions about not only your brand but also conversations about your competitors, the industry and similar products. This is a more complete picture instead of just snippets related to your brand or business.

Through social listening, you can make better decisions about how to structure your marketing or social media strategy, since you have a clearer picture of all that surrounds your business.

Why You Should Use Social Listening for Your Business

1. Know your audience

By listening to what is being said about your brand or business online, you can better understand what customers want and how you can improve your offering/services. 

2. Respond to crisis 

If something goes terribly wrong in relation to your brand, you want to find out right away and respond quickly.

3. Build customer relationships

Social media can be a great way to talk to current or potential customers, but your goal doesn’t always have to be about selling something. Build relationships and respond to customers instead of just offering a product or service every time. Share useful information that piques interest instead of strictly pushing what you have to offer.

4. Learn more about your competitors

Social listening can keep you in the loop about what your competitors are doing and give you updates about the latest trends in your industry. This can inspire you to create new products or services.

5. Improve your social media strategy

Listening to your customers, competitors and your industry as a whole can help you create tailored content. You’ll be able to learn more about what your customers want and what content seems to resonate with them. Need help creating meaningful content for your customers? Take a look at our Content Strategies for Different Stages of the Buyer Journey article.

Tips on How You Can Start Social Listening

1. Use the right social listening tools

Depending on what you want to track, make sure to use the right tools. There are various social listening apps that can help you monitor your social channels. Make sure to do your research to choose the right one for your needs.

Buffer, Hootsuite, Google Analytics, Facebook Insights and Twitter Analytics are just a few that are worth looking into. 

2. Create a Social Listening Strategy

You should structure your social listening and treat it as a project. Aside from monitoring tags or direct messages, monitor variations of your brand or business name, and the founder or other public figures associated with your brand.

3. Monitor your competitors

And not just the happy customers from your competitors, but keep an eye out for unhappy customers. What are they saying? How can you cater to them? You could find solutions to their problems.

We hope this introduction to social listening was helpful for you and that you can get started using these tips right away. There are so many opportunities to connect to your  existing and potential customers by using social media and the various social listening tools available.


Want to connect with your audience, and get paid for it? Make sure to read more in our article Facebook & Instagram Subscriptions Feature: How to Make the Most of It.


5 Tips for Marketing to Gen Z

Gen Z is entering adulthood, and their buying power will soon become the largest of any generation. But Gen Z’s habits, and especially their relationship to technology, diverge widely from Millenials, Gen X, and Boomers. What do you need to know to market to this group successfully?

Generation Z was born in the late 1990s to the early 2010s (exact years vary depending on who you ask), and is rapidly coming of age. By 2023, Gen Z will number 74 million people in the United States alone.

Ready to learn how to market to Gen Z and convert them into customers?

Follow Fundamental Best Practices First

First things first, there’s no magic formula. Not all members of Gen Z think and act the same, and pretending they do won’t help much. With inbound marketing, there’s no substitute for defining buyer personas based on your business’s target market.

When strategizing about marketing to Gen Z, create at least one buyer persona in this age group. Remember, your Gen Z persona does not represent an entire generation. They represent the interests, problems, and desires of one type of person who could become your customer. 

Also, always consider your perspective and goals as a business. If your product or service appeals primarily to retirees, for example, you may not need a Gen Z buyer persona. On the other hand, if your brand aims to solve problems for people entering adulthood, you may need several. 

Now that you’ve considered buyer personas, let’s talk strategy. We know Gen Z is diverse and has varied interests, but what collectively sets them apart from previous generations? Our top 5 tips will help get you started.

1. Strive to Entertain

Members of Gen Z are the first digital natives,” people born and raised with technology at their fingertips. In part because of this, they tend not to distinguish as much between different types of content. Consider that years ago, video advertising used to come only during scheduled commercial breaks. Gen Z’s reality is much different.

They have been bombarded with content their entire lives, with marketing messages taking many different forms. It’s necessary to stand out to get their attention. One surefire way to do this? Entertain them.

Content that grabs the viewer’s attention within the first few seconds is best. Consider video tutorials for social media, behind-the-scenes content giving an honest look into your brand, and helpful resources framed with a sense of humor.

2. Use Short-Form Video

Gen Z consumes more videos than their older counterparts, particularly short-form. Given their high usage rates of YouTube and TikTok, they often expect short videos with features such as music, visual effects, and text overlays.

Include video marketing in your strategy from the start, and keep your videos to 15 seconds or less for best results. Instagram Reels and TikTok work well for your polished videos, while Instagram stories can help create a more personal connection with your audience.

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3. Highlight Your Brand’s Values and Beliefs

On average Gen Z cares more than older generations about what businesses stand for, and how they contribute to the greater good. Before marketing to Gen Z, consider your brand’s values and vision, and think about how to communicate them to your audience. 

If you haven’t already, make the mission of your business publicly available. Better yet, incorporate your beliefs into your content strategy so viewers start to associate your brand with those values. 

As a side benefit, the more you care about the content you create, the more authentic it becomes. Gen Z views brands skeptically, looking for proof of their values in what they do, not only what they say. So stick to your mission and spread the word about how you’re trying to make positive change.

4. Create Community

Brands often fall into the trap of marketing on auto-pilot. But especially with social media marketing, don’t forget communication goes both ways. Gen Z expects to interact more than previous generations.

Consider interactive options such as polls, quizzes, and Q&A sessions. Solicit feedback and monitor comment sections for opportunities to start conversations.

Other ways to jumpstart community include influencer marketing, which can help your audience see themselves in your brand, and user-generated content, which gives your audience a stake and a feeling of belonging.

In the near future, Gen Z might help accelerate a more fundamental change in social media. Research shows they are more comfortable with community-based platforms such as Discord and Twitch over more traditional social media.

5. Consider TikTok

When it comes to which social media platforms to focus on, the old rules no longer apply. Facebook, Twitter, and Instagram can still give you results, but don’t stop there. 

One of the top social networks for Gen Z? TikTok. Fully 60% of TikTok’s users are in Gen Z. Known for less formal and more spontaneous content, TikTok can help your business connect with customers on a human level.

Joining a new social platform can also help refresh your brand image. Given TikTok’s emphasis on short-form video and humorous content, it’s a great place to experiment with tips 1-4 on this list.


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How Not to Annoy Your Customers on the Buyer Journey

At GoViral our marketing work is built on a solid foundation: the buyer journey. Website tools like cookies, pop-ups and widgets can help you meet your buyers where they are, but too many websites today do too much.

Fortunately, there’s a way to stop annoying your customers. Keep the buyer journey front and center when planning your website strategy. This will help you meet your buyers where they are, rather than simply throwing everything and the kitchen sink at them when they walk through the door.

What Is the Buyer Journey?

Simply put, the Buyer Journey is a buyer’s path to purchase. Customers don’t just spontaneously appear. They move through a process of research and consideration before deciding to purchase.

There are five stages to a buyer journey. First comes Awareness that a problem exists. Second, Research to try to solve the problem. Third, Consideration of one or more options. Fourth, Purchase of a product or service that solves the problem. The final stage is Post-Purchase, when a buyer reflects on their purchase and has the potential to become a loyal customer.

To map out the most accurate buyer journey, you’ll need to identify your buyer personas. Head over to our Buyer Persona Guide to learn how. Creating buyer personas can be a helpful reminder that your potential customers are people, not numbers.

Now that we know how to start building our strategy, let’s take a look at the different types of pop-ups you might put on your website.

Make Cookie Notices Compliant and Unintrusive

Let’s talk cookies. Cookies are text files that collect information about website visitors, usually in an attempt to improve the user experience. Most websites that use cookies (hint: if you use Google Analytics, you use cookies) are required to notify visitors and explain how their information is used. In some areas, including Europe, website owners are required to get consent in order to use optional cookies (cookies not necessary for the functioning of your site).

When required, cookie notices must be displayed to every first-time visitor. This means you can’t segment your visitors based on where they are in the buyer journey. You might think first-time visitors are all in the Research phase, but some may have interacted with your brand through a different channel. Some even may have made a purchase already. Perhaps they purchased in person but never visited your website, or perhaps they cleared all the cookies in their browser and are starting from scratch.

The point is, the cookie notice is a pop-up that can’t be reliably mapped to the buyer journey. So instead, focus on 1) fulfilling regulatory requirements and 2) choosing a pop-up that covers as little of the page as possible. Consult your legal team to ensure you’re following regulations, and opt for a banner-style pop-up, preferably placed in the footer. A pop-up that covers your entire page obscures important information and is more likely to annoy your visitors.

Add Help Widgets Only Where Necessary

If you want to install a help widget on your website, consider which pages will attract visitors looking for help. Leave the widget off all other pages. 

Of course, consider your brand. If the entire purpose of your website is to provide live help, and this is clear to visitors, you’re probably an exception to the rule.

Place your help widget at the bottom of the page. Visitors typically read a page top down and left to right. By placing the widget at the bottom, you give your audience a chance to find the information they need first. Only after scanning the page will they reach help, which they can bypass if they no longer need it.

As far as the look of your help widget, make sure it fits your branding without blending into the page. Use contrasting colors to make sure the widget stands out for those who need it, as well as for those who just need to find the close button.

Target Newsletter Pop-Ups to Visitors in the Later Stages of the Buyer Journey

Are you trying to get more subscribers to your newsletter or other regularly published content? Newsletter pop-ups rarely make sense on the homepage of your website. 

Exceptions: maybe your website is a sub-site intended for loyal customers. Or maybe you’re able to display the pop-up only for visitors who have been to your site multiple times (or based on different parameters you set). Some Content Management Systems such as Hubspot allow you to target pop-ups in this way, which you should use to your advantage. 

Many marketers value newsletter sign-ups highly because you are collecting email addresses of people interested in your brand. Considering email marketing is still one of the most effective ways to reach buyers, you should treat the people behind those emails as respected, valuable contacts. Make sure to include a clear Call to Action on your newsletter sign-up, and enough clarifying information that visitors understand what they’re signing up for.

CASE STUDY: PharmaLedger

In February 2021 our client PharmaLedger came to us with a request. A consortium exploring blockchain technology’s application to real-world health care challenges, they like many brands were struggling to gain subscribers to their monthly newsletter.

They didn’t want to annoy their visitors with an intrusive pop-up, but we came up with a solution: a pop-up from the footer that appears only when visitors leave the site.

The chart below shows total newsletter subscribers, with a sharp increase after we made the pop-up live in February 2021.

Use Video Auto-Plays Sparingly

Do you have embedded videos on your website? Unless the primary purpose of your page is to play video, you should probably opt-out of auto-play. 

The key, once again, is to put yourself in the buyer’s shoes. Why are they visiting the page in question? If it’s a landing page only accessible from a link that makes it clear they’re clicking to watch a video, auto-play is a great option! If your page serves different functions for different visitors (like most pages), leave it to the visitor to decide whether to play the video.

Video auto-plays can doubly annoy visitors with images and sound, so tread lightly. Remember, your website may allow you to track click percentages or how many seconds a video is played. This information is impossible to gather if the video auto-plays.


Want expert guidance on leading your customers through the buyer journey? Contact us to request a proposal.


Introducing GoViral Blockchain

At GoViral Digital we’ve been dedicated to performance-based, brand love marketing for more than ten years. Now we’re excited to introduce a specialized team within our ranks focused on blockchain technology – GoViral Blockchain.

Our GoViral Blockchain team helps clients seeking to develop blockchain solutions and bring them to market. Blockchain, you say? GoViral is investing in cryptocurrency and NFTs?! Not quite. There’s more to blockchain technology than these narrow applications.

In the coming years blockchain will influence many more aspects of daily life, including how we pay for and conceptualize healthcare, vacation rentals, ride sharing, and more.

With our expertise in inbound marketing, content marketing, community management, performance marketing, and creating funnels for online sales, we know how to talk about blockchain in an impactful way. As always, our focus remains on connecting you to your customers.

Communicating the benefits and promise of blockchain technology presents particular challenges, and we’re already hard at work for our clients in this space. Our client PharmaLedger is dedicated to creating blockchain-enabled solutions for the healthcare ecosystem. 

The healthcare and pharmaceutical industries are complex, with multiple stakeholders facing challenges such as lack of transparency, coordination, and trust.

Just to name a few challenges: patients might wonder where their medications come from and when they will arrive, how to find and sign up for clinical trials, and who really owns their healthcare data. Scientists and pharmaceutical companies struggle to meet regulatory and ethical guidelines, ensure patient safety, and keep costs affordable. Doctors often find themselves in the middle of a complex web, not sure how to ensure trust with patients and get them the care they need. Take a look at our PharmaLedger case study to learn more about our efforts.

Why is GoViral all in on blockchain? Here’s what our managing director, Belinda Filippelli, has to say: 

“I am so excited for the future that blockchain will create. Decentralization of information and governing power, less costs and admin, eliminating intermediaries where the corruption and inefficiency lie. Becoming true owners of our own sovereign digital identity. Future generations will have a completely different understanding of basic things like how they bank, using smart contractors instead of lawyers or agents, tokenizing physical as well as digital assets to invest in, build and share, and understanding how their everyday goods are made and sourced.”

We are proud and excited to continue working with clients through GoViral Blockchain. Blockchain technology is still new and not widely understood, with so many different stakeholders who need different information. Our experience building buyer personas means we know how to talk to your customers and build community. We’ve earned millions of Euros for our clients, and we’re not stopping anytime soon.

Ultimately, the widespread adoption of blockchain technology requires a greater paradigm shift. More businesses and customers outside the finance and tech industries need to understand what’s at stake, and how blockchain can improve their lives. Our expertise contributes to this shift, and we’re looking forward to a bright future.


Are you working on a blockchain-related project? We want to hear about it! Share your ideas with us and we’ll be in touch.


Into the Metaverse: Understanding Facebook and Instagram in the Age of Meta

Social media is always evolving, and the arrival of Meta signals sweeping change and a fundamental restructuring for a very different future. As a digital marketer, what do you need to know?

What Is the Metaverse?

In October 2021 Mark Zuckerberg announced the consolidation of Facebook and related products—including Messenger, Instagram, and WhatsApp—into a new brand called Meta. The rebranding is a nod to the metaverse, which Zuckerberg sees as the successor to today’s mobile internet.

The metaverse doesn’t have a single definition, but we can think of it in general terms as the next evolution in our digital lives. Today’s mobile internet gives us access to social media, email, internet browsers, cameras and more—all in one device we carry around with us. 

The metaverse will combine social media platforms, digital storefronts, gaming applications and more into a single digital experience: a more fully fledged digital world, perhaps accessed with Virtual Reality (VR) and Augmented Reality (AR) headsets.

What will this look like exactly? No one knows for sure. In short, the metaverse is not here yet, but many of its components are. It remains to be seen how everything will come together, and it won’t happen all at once.

What Has Already Changed on Facebook and Instagram?

First things first, Facebook and Instagram are so popular that the leaders of these companies have every incentive to keep the user experience consistent. Even the most loyal users will only put up with so much change. As such, the biggest changes so far have been in branding, not function.

One change you might have noticed is increased connectivity and interoperability of Meta’s platforms, such as Facebook and Instagram. Regular updates to messaging tools such as Messenger and Instagram direct messaging have brought increased coordination, allowing marketers to more seamlessly manage direct messages across multiple platforms.

Another area for updates: ads management. The new Meta Advantage Suite will collect different automated ad products under one umbrella, allowing for increased efficiency in ad management. 

Meta is also boosting their metaverse platform Horizon Worlds, a virtual reality video game focused on world-building for social interaction. A new fund for creators will further incentivize  user-generated content on the platform.

Three Steps You Can Take Now to Prepare for More Changes

If you’re wondering what you need to do right now to prepare for the internet of the future, our first advice is don’t panic. These are long-term changes, some of them purely hypothetical, and even Meta sees the full introduction of the metaverse as more than ten years away.

However, there are steps you can take to improve your marketing efforts now and prepare for the future.

1. One of the goals of the metaverse is to build community. The hope is that a more fully realized digital world will encourage interaction among visitors that looks and feels more like “real life.” We recommend revisiting your buyer personas to make sure you understand what makes your potential customers tick, and keep refining your messaging to feel more natural and authentic.

2. Investigate ways to incentivize and promote user-generated content. The future of our digital lives will likely look more decentralized, with greater influence in the hands of individuals rather than platforms and other businesses.

3. As Meta continues to release updates and tweaks, take advantage of new features that make sense for your business. This could mean linking WhatsApp to your Facebook page to decrease your response time to direct messages, creating an account in Horizon Worlds just to explore, or experimenting with new enhanced product tagging on Instagram.

What Is Coming Next?

The long-term plans outlined by Meta are subject to change of course, and no one can predict exactly how the metaverse will unfold.

As we head into an uncertain future, remember that while it may not be your job to explain the technical details of the metaverse to anyone, it’s helpful to have a firm understanding of the ideas behind it. Of note: the majority of consumers, your potential customers, don’t have a strong understanding of what the metaverse is

We’re all in this together, and regardless of what we call it, we use social media to connect with others and meet potential customers where they are on the buyer’s journey. The fundamentals have not changed.


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What You Need to Know to Personalize Your Marketing Content

Every time you use your mobile device, you swipe through countless paid ads and branded posts. Most of them you don’t even notice, but some ads stick with you. What’s their secret? 

Often the secret lies in personalized marketing. These ads are not created specifically for you, but they seem personalized because they are created with people like you in mind.

What exactly is personalized marketing?

Simply put, personalized marketing means targeting your content to those who would find it most interesting, and crafting specific messages for individuals or groups of customers.

Personalized content is carefully tailored to meet your target audience’s interests, covering topics that interest them, speak to their passions and address their needs. 

Content that speaks to you tends to stick with you as a consumer. And for brands, personalization can get you a much higher conversion rate, turning the whole interaction into a win-win situation.

Personalization as a Path to Brand Loyalty 

These days, brands dream of building loyalty among their customers. Customer loyalty creates a sense of community, increases customer retention, turns repeat customers into brand ambassadors, and much more. 

Personalization can unlock this loyalty.

Customizing your content gives your customer an experience relevant to their career, passions and challenges. The path to falling in love with a brand starts with feeling heard and understood.

6 Ways to Implement Personalization On Social Media

Social media platforms provide numerous options for targeting and customization. Anyone interested in sharing their brand with a public audience can take advantage of these features. You can target everything from age and gender to specific interests. 

Apart from this, social media platforms already know a lot about what users like—from what products they are looking for at the moment to what topics they are most likely to engage with. 

So the more you think about your consumers and put yourself in their shoes, the better your content becomes. 

Does this sound like a lot of work? Never fear, you can start with a few easy steps that will immediately improve your interactions with consumers.

1. Start with a study of your target audience 

Each action your customers take teaches you more and more about them. Get as  much information as you can about those you are addressing. 

Your main goal at this stage is to get an initial, overall idea of the customers you are targeting.

2. Segment your audience

Now look into all the data you have about your audience and spend time mapping your buyer’s journey if you haven’t already. 

Combining your data and your mapped buyer’s journey, break down your overall target audience into smaller groups, accounting for behavioral, geographic and cultural factors. Once you have your audience segments, it will become more clear what you as a brand can say to each of these groups to engage them and demonstrate how your product can help them.

3. Practice social listening

You can never know too much about your audience and your market. Take time to scan social media and set up alerts for mentions of your brand or relevant topics. 

Use any mentions of your brand or relevant topics as an opportunity to manage your reputation, communicate with your audience, tailor their experience and find user generated content. Take a look at some examples of user generated content on TikTok in our guide to using TikTok for your business.

While doing this you will get to know more about your consumers and find new leads, both of which you can use while targeting with personalized ads. 

4. Use retargeting ads

This one is obvious, but still incredibly important. Create ads for various products that match the preferences of what customers previously purchased, and/or what content they engaged with while browsing the internet.

5. Personalize your support via social media

Having a distinctive, consistent voice always matters. But it matters even more when you are directly communicating with your customers. The more you know about them  (within the bounds of decency), the better you help them, the friendlier you sound, and the more they will remember interacting with your brand.

6. Create personalized occasions for interactions

With each interaction you can learn more about your consumer, and there are ways to encourage the type of engagement you need to gain this knowledge. As ordinary as they sound, polls, surveys, and quizzes have long been an effective way to learn what makes your customers tick. 

With clever usage of these tools you show your customers that you care about their  opinion, you encourage them to interact with your brand, and at the same time, you  learn more about their preferences.

Personalization Case Studies

1. Verve Health’s personalized chatbots

Verve Health Co. gives personalized workout advice based on user feedback. Interactions like this make consumers feel special and give them the information they seek as fast as possible.

2. AirBnB’s personalized quiz

Participants answer questions to find out what kind of traveler they are. When they’re  finished, they get personalized travel recommendations based on their results, with the option to share them and/or book a stay with Airbnb.

3. SEMrush and retargeting ads

After you set up a free SEMrush account, you get retargeted with a Facebook ad offering you a toolkit on how to use the service to its fullest.

Personalization in a Nutshell

The importance of personalization grows with each day. Consumers expect it, brands  strive for it and social media platforms give you every opportunity to deliver it. 

If you put in the effort to personalize your communication, the results will not be long in coming.


Digital marketing never stops evolving, and the most successful marketers are always finding new ways to craft a positive customer experience. Sign up for our newsletter below to stay in the loop on current trends.


An Introduction to Influencer Marketing Guide

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

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

What is Influencer Marketing?

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

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

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

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

Types of Social Media Influencers

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

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

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

Nano-influencers

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

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

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

Micro-influencers

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

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

Macro-influencers

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

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

Mega-influencers

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

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

Tips for Creating an Influencer Marketing Strategy

Know Your Audience

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

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

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

Establish Your Goals

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

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

Shortlist Influencers

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

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

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

Do Your Research

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

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

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

Track Results

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

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

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

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


Do you want marketing services? GoViral Digital has a whole decade of experience specialising in inbound marketing, and we are taking clients for 2022. Request a proposal to help you improve your business.


The Importance of Buyer Personas

Too often marketers and business owners forget that their targets are people, NOT numbers. But, you can’t expect to reach engaged customers without first identifying your Buyer Persona.

The concept of buyer personas is one of the most overlooked areas when it comes to a company’s marketing strategy. I can’t tell you how many times over the last 10 years of GoViral, I’ve asked a client who they are selling to, who their IDEAL buyer is, and they tell me something along the lines of “men and women between 18 and 65 in the UK interested in fitness.” As an inbound marketer, I NEED to know who I’m talking to in order to attract, convert and delight them. How do I talk to a “men and women between 18 and 65?” What basis do I have to understand their needs or their problems? 

One of the first things I learned in sales is that if you just tell someone all the great things you do, then you are just telling them features. If you first take the time to simply LISTEN and find out what their needs are and then match your offering to those needs, then you are describing benefits. People buy benefits, not features. Yet business owners are so quick to pass over that step and narrow down on a human, authentic ideal customer to target.

Their fear is that if I make them narrow down a specific persona to target, then they won’t be able to reach other audiences. But that’s not what happens. When I identify a buyer persona, I can create content that speaks to them. So yeah, the money spent on this targeting is going to give you the best return. But do you know what else it does? It also creates content, copy, images and voice that sounds authentic. Content that speaks in a helpful and caring way. Content that brings customers. 

Instead of being that person who enters a room and wants to tell everyone as loudly as possible how great they are to all the “men and women between 18 and 85,” be the person who’s done their research before they entered the party and take the time to listen and offer great advice to the people who would benefit the most. This will create a healthy buyer journey that gives you the most bang for your buck. Here’s how.

-Belinda Filippelli, Managing Director at GoViral Digital


Your buyer persona is a huge part of successful Inbound Marketing. Instead of wasting time and resources to market to the masses (outbound marketing), tailoring your content to attract potential buyers (inbound marketing) “looking” for your product or service can save you a lot of time, effort (and $$). Inbound marketing can be viewed as a cycle: attract, engage, delight. You attract potential customers and engage with them with interesting content, and then delight them by addressing their problems (usually through your product/service). But in order to engage with your audience in a way that will convert, you have to be sure you’re talking to the right people. This is your buyer persona.

What Is A Buyer Persona?

Buyer Personas are fictional representations of your ideal customers based on real data about demographics and online behavior. 

When creating your buyer persona(s), it’s important to go beyond the traditional demographics. You should include aspects such as behavior patterns, motivations, goals, and any other factors that would further clarify who your target is. The more detailed you are, the better.

A detailed buyer persona will help you determine where to focus your time. As a result, it will facilitate your ability to attract the most valuable visitors, leads, and customers to your business, and keep them brand loyal by ensuring you use the right voice.

It’s the difference between making a few one-time sales, and making a community of brand-loyal customers who will continue to convert.

Questions to Ask When Creating A Buyer Persona

To get started, think about the different facets of your buyer persona’s life: personal, professional, values and fears, goals and challenges, and use this to better understand how to speak and sell to your audience. Below are some good starter questions we use at GoViral.

After you’ve established the foundations of your buyer persona, you can even take it further to really get down to understanding what drives them by considering any objections they might have, and how you could convince them otherwise. 

Tying it Together

Once you’ve gotten this far, you’re ready to start putting the pieces together to make the story of your buyer persona! Here’s a brief example of one buyer persona (often, you will have multiple!) we came up with for an e-commerce client, The Clean Living Company, a health food and supplement company specialising in organic bone broth and collagen supplements.

Be Flexible

Once you’ve got your buyer persona down, don’t be afraid to change it. After you get things moving, you might realise an aspect of your buyer persona that you were way off on. Maybe you’ve seen some reservations you didn’t account for in your initial strategy? Maybe you have a totally different audience interested in your product or service that you didn’t initially account for? That’s great! Marketing is an ever-changing process, so it’s important to be flexible and willing to make updates and improvements as time goes on.


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