Buyer personas are fictional representations of your ideal customers, and they are an invaluable marketing tool. Understanding who your customers are and what motivates them should inform every part of your digital marketing strategy.
Why Identify Buyer Personas?
You might think that you already know who your customers are and be reluctant to spend valuable time and resources on the necessary market research, but it WILL be worth the time spent. Developing customer personas will help you:
- Inform marketing and sales strategies – buying behaviours are changing rapidly, and your buyer personas can reveal not only who buyers are, but also the situations they are facing, how they are reacting to change, and the goals they are trying to achieve.
- Develop your brand voice and language – connecting well with customers demands you speak with a voice they understand and can trust.
- Drive your content marketing strategy – create content that your audience is looking for with your knowledge of primary and secondary buyer personas.
- Target your email campaigns – get better open and click-through rates by addressing each buyer persona with a tailored email series.
Don’t know how to create buyer personas? Give us a call, we’d love to help.
Scroll through your Facebook news feed today and take note of how many of the posts contain video content. For me, Facebook video dominates, and most of them autoplay as I scroll down. From live news reports to funny bloopers, inspirational moments and informational how-to pieces, this content is on the move, up to the minute and, perhaps most importantly, easy to absorb.
As marketers, we know that video is one of the best ways to engage an audience, and there’s certainly an audience to be found on Facebook. According to Statista, there were 1.33 billion active daily users on Facebook in the 2nd quarter of 2017, and Facebook claims more than 4 billion video views every single day.
Facebook Live videos in particular can help you build a personal relationship with customers. Everyone loves getting in on the action first, and live videos cater to this desire, offering an exclusive look at your offering that’s only available right now, to those who are online at that exact time.
Are you taking advantage of the attention-getting benefits of Facebook video? If you are just getting started, here are some best practices to incorporate in your Facebook video strategy:
Facebook Video Best Practices
- Upload your videos directly to Facebook, so that they will play automatically as users scroll over them. Don’t worry about your audio disrupting and annoying them, it doesn’t play unless they tap or click it.
- Start strong – because your video begins silently, those first few frames must be interesting enough to catch people’s attention so that they turn on the audio.
- Provide context – publish a key bit of the audio as the text component so that the purpose of your video is crystal clear. Don’t try to trick people into watching and listening, it will only anger them if you promise something and then don’t deliver.
- Exclusivity is attractive. Video content that offers something your audience can’t get elsewhere is very appealing.
Track your Facebook video metrics by checking your Page Insights, where you can see how many views and unique views your video gets, average duration and audience retention stats. This data is valuable to inform your video strategy going forward.
If you need help with Facebook video, drop us a line.
Email is one of the best ways to reach customers and a well run email marketing campaign can outperform almost any other marketing channel – if you do it right! Even better, when your email campaign operates in conjunction with other online strategies (social media marketing, ppc and seo), you can create an omni-channel digital marketing campaign that is hard to resist.
Let’s focus for today on how to craft an email marketing campaign that engages your audience and encourages them to further action. Incorporate a few of these tips into your next email, and see how it goes, and as always, measure your success. You won’t really know if there is an improvement unless you measure it.
Improve your Email Marketing Campaign
- Always start with research. Find out what your audience wants to know, read or learn about, NOT what you want to tell them about.
- Personalize your email. Show that you understand who they are and what they like. Speak to them as a friend, so that you can begin to build a relationship based on trust and familiarity.
- Keep it short. Nobody wants to slog through too much text. Use links to encourage them to find out more, learn more, or GET more.
- Offer them a special reward. Keep readers engaged by giving a deal on something they want.
- Invite your email list to add you to their contacts – it will prevent your emails from being shunted into their junk folder.
Keep your audience happy by:
- Asking for feedback. Regularly invite them to tell you what they want to learn about, which products they like best or how you could improve your products and services. This info will inform your research and, an engaged customer is a repeat customer!
- Not overwhelming them with frequent correspondence. Daily emails will almost certainly annoy them.
- Making your unsubscribe option easy to find, and ensure it WORKS! There’s nothing more annoying than unsubscribing and then continuing to get emails for weeks afterwards.
Strengthen your email marketing campaign with these ideas, or give us a call, we can help you do so as part your overall digital marketing strategy.
Social media marketing is well past new or novel, and is now a pillar of any comprehensive digital marketing strategy. According to Statista, 2.46 billion people are active on social media channels in 2017, and this is projected to rise to over 3 billion by 2021. Extending your social media reach is clearly worth pursuing!
Practical Tips to help you Grow your Social Media Reach
Growing your audience on the busiest channels takes a bit of effort, but we’ve compiled a few tips to help.
The most popular social network offers a gargantuan audience (over 2 billion) of frequent users, and is well worth your efforts to cultivate, by:
- Posting content that is engaging, informative, relatable and worth sharing! If you can, be funny, or post touching stories that will elicit a positive response
- Ensuring that your content is easily shareable, even when it’s been discovered on another channel
- Contests and giveaways are popular, and be sure to celebrate the winners afterwards, it will build trust with your audience
- Don’t bombard your audience, cluttering up their news feeds with multiple daily posts will lead to un-follows
Grow your Flock on Twitter
- Tweets are less intrusive due to their brevity, so you can post more often without alienating your audience
- Follow and engage with influencers, especially those in your industry who have a great number of followers, by retweeting their material and starting conversations with them
- When you start a conversation, pay attention to keep it going; Twitter moves quickly, and if you ignore it for hours your convo may die a premature death
- Create thoughtful, significant tweets that will inspire others to retweet
- Use hashtags to weigh in on popular topics and spread your reach
You can certainly boost your social media reach by focussing on these two social giants, but there are other channels where your audience spends time. Do the research to determine where they are and include these channels in your social media strategy. As always, keep an eye on the metrics so that you know whether your investment is paying off, and make adjustments accordingly.
It does take time to accomplish. If you are too busy running your business to work on improving your social media reach, talk to us. We can develop and manage your social media marketing campaigns while you focus on your daily business.
The images on your website give readers both an immediate sense of what you are all about and more detailed information about your business offering and products. Great images boost your site’s appeal to visitors, and they can boost SEO as well.
How to Improve SEO with Images
When you upload images, you can inform Google what these images are about and how they are relevant, by:
- First, before loading them, save the images with a descriptive name
- After uploading to the site, assign an alt tag to each image. Again, the tag should describe the image.
- You can also apply an alt description, with a more detailed explanation of the image
- Captioning your image does double duty, signalling Google and informing your readers about the image
- You may also link your images to other pages on your site. This is especially useful if you link each image in a gallery to further info on focussed pages.
- Make sure that your images are sharable, so that your readers can post your high quality images to their social media channels
- Your images must be viewable, shareable and functional on all devices from smartphones, to tablets and on up.
SEO has gone way beyond being a set of signals for search engines; so much now depends on user experience and behaviour. If visitors find your images to be low quality or not rendering properly on whatever device they are using, they will leave quickly and this signals your failings to Google as much as image names and metadata, if not more.
Proper image SEO incorporates high quality visuals, keyword-based metadata, cross device functionality and shareability. If you need help with any of these, contact us.