What Is Performance Marketing And How It Can Help Grow Your Business
What Is Performance Marketing
Performance Marketing is a type of online advertising strategy where advertisers pay marketing companies (or publishers) based on the performance of their ads. Unlike traditional advertising models, where payment is made based on impressions or ad placement, Performance Marketing involves compensation only when a specific action is completed, such as a click, lead generation, sale, or other desired outcome.
The key strength of Performance Marketing lies in its focus on measurable results and accountability. Advertisers set clear objectives and performance metrics for their campaigns, and payments are made based on achieving those goals. This ensures that every penny spent on advertising is directed towards actual results, making Performance Marketing a highly cost-effective and efficient advertising model.
Performance Marketing encompasses various online channels and tactics, including search engine marketing (SEM), social media advertising, affiliate marketing, email marketing, and more. It excels in its ability to allow advertisers to precisely target specific audiences, track user interactions, analyse campaign performance, and optimise real-time strategies to maximise return on investment (ROI).
Performance Marketing empowers advertisers with greater control, transparency, and flexibility in their advertising efforts. This makes it a popular choice for businesses, as it allows them to drive tangible results and achieve their marketing objectives in the digital landscape on their terms.
How Does Performance Marketing Work
1. How Does Performance Marketing Work: Agreement
Performance Marketing typically starts with an agreement between the advertiser and the publisher (or marketing company). This agreement outlines the terms and conditions of the campaign, including:
Objectives: Clearly defined goals such as generating leads, driving sales, increasing app installs, or any other desired action.
Performance Metrics: Specific actions that trigger payment, such as clicks, leads, sales, or acquisitions.
Budget: The amount of money allocated to the campaign, often set as a daily, weekly, or monthly limit.
Target Audience: Demographic, geographic, and behavioural characteristics of the campaign's target audience.
Duration: The timeframe during which the campaign will run.
Both parties negotiate and agree upon these terms before proceeding to the next steps.
2. How Does Performance Marketing Work: Campaign Setup
Once the agreement is in place, the advertiser sets up the campaign. This involves:
Defining Targeting Parameters: Identifying the audience segments that the campaign will target based on factors such as age, gender, location, interests, and online behaviour.
Creating Ad Content: Developing creative assets such as text, images, videos, or interactive media that will be used in the campaign.
Setting Bid Strategies: Determining how much the advertiser will pay for each desired action (e.g., cost-per-click, cost-per-lead, cost-per-sale).
Selecting Channels: Choosing the online platforms and channels where the ads will be displayed, such as search engines, social media platforms, websites, or email newsletters.
The campaign setup phase involves careful planning and execution to ensure the campaign aligns with the agreed-upon objectives and targeting parameters.
3. How Does Performance Marketing Work: Placement
With the campaign set up, the next step is to place the ads in relevant online channels where they will be exposed to the target audience. This may involve:
Search Engine Marketing (SEM): Placing text ads on search engine results pages (SERPs) targeting specific keywords relevant to the advertiser's products or services.
Social Media Advertising: Displaying ads on social media platforms like Facebook, Instagram, Twitter, or LinkedIn, targeting users based on their interests, demographics, or behaviours.
Display Advertising: Publishing banner ads, video ads, or interactive ads on websites and mobile apps frequented by the target audience.
Email Marketing: Sending promotional emails to a targeted list of subscribers who have opted in to receive communications from the advertiser.
Placement strategies may vary depending on the campaign goals, target audience, and budget considerations.
4. How Does Performance Marketing Work: Tracking
Tracking is a crucial aspect of Performance Marketing, as it enables advertisers to measure the effectiveness of their campaigns and optimise performance in real time. This involves:
Implementing Tracking Technology: Utilizing tracking pixels, cookies, or other tracking mechanisms to monitor user interactions with the ads and website.
Monitoring Key Metrics: Tracking key performance indicators (KPIs) such as clicks, impressions, conversions, conversion rate, return on ad spend (ROAS), and other relevant metrics.
Analysing Data: Collecting and analysing campaign data to gain insights into user behaviour, campaign performance, and areas for improvement.
Optimizing Campaigns: Using data-driven insights to make informed decisions about adjusting targeting, ad creatives, bidding strategies, and other campaign elements to improve performance and maximise ROI.
By continuously monitoring and tracking campaign performance, advertisers can make data-driven optimisations to ensure their marketing efforts deliver the desired results.
5. How Does Performance Marketing Work: Payment
The payment phase occurs after the agreed-upon actions (e.g., clicks, leads, and sales) have been completed due to the campaign. Payment is typically made by the advertiser to the publisher (or marketing company) based on the performance metrics specified in the agreement. Standard payment models in Performance Marketing include:
Cost-Per-Click (CPC): Advertisers pay a predetermined amount each time a user clicks on their ad.
Cost-Per-Lead (CPL): Advertisers pay a set fee for each qualified lead generated through the campaign.
Cost-Per-Sale (CPS): Advertisers pay a commission or percentage of the sale amount for each completed sale attributed to the campaign.
The agreement outlines payment terms and frequency, which may vary depending on the specific campaign and payment model used.
Performance Marketing In SEO
Performance Marketing involves optimising websites and content to attract organic traffic and improve search engine rankings. This includes keyword research, content creation, on-page optimisation, technical SEO, and link building. The performance aspect comes from tracking key metrics such as organic traffic, keyword rankings, conversion rates, and revenue generated from organic search.
How Performance Marketing Improves Your Business
Cost Efficiency: Performance Marketing can be more cost-effective than traditional advertising since you only pay for actual results.
Targeted Advertising: Performance Marketing allows you to target specific audiences based on demographics, interests, and behaviours, increasing the relevance of your ads and improving conversion rates.
Measurable Results: Performance Marketing provides detailed metrics and analytics, allowing you to track the effectiveness of your campaigns in real-time and make data-driven decisions.
Scalability: Performance Marketing campaigns can be scaled quickly based on performance and budget considerations, providing flexibility to adapt to changing market conditions.
How To Measure Performance Marketing
Conversion Rate: The percentage of users who complete a desired action, such as purchasing or filling out a lead form.
Return on Investment (ROI): The ratio of net profit to the cost of the campaign, indicating the profitability of your marketing efforts.
Cost-per-acquisition (CPA): The average cost of acquiring a customer or lead, calculated by dividing the total campaign cost by the number of conversions.
Click-Through Rate (CTR): The percentage of users who click on your ad after seeing it, indicating the relevance and effectiveness of your messaging.
Revenue: The total revenue generated from the campaign, including both direct sales and downstream revenue attributed to the marketing efforts.
Conclusion
In conclusion, performance marketing is a dynamic and results-driven approach to online advertising that offers businesses a powerful tool for growth in today's digital landscape. By focusing on measurable outcomes and paying only for actual results, performance marketing provides advertisers with greater control, transparency, and efficiency in their marketing efforts.
Through strategic campaign planning, targeted audience segmentation, careful tracking, and continuous optimisation, performance marketing enables businesses to reach their target customers effectively, drive conversions, and maximise return on investment (ROI). Whether generating leads, driving sales, or increasing brand awareness, performance marketing offers a scalable and cost-effective solution for businesses of all sizes to achieve their marketing objectives and propel their growth in the competitive online marketplace.
Read More
5 Ways To Get Noticed On Instagram
Introduction In the expansive realm of social media, Instagram emerges as a potent platform for fostering personal and professional connections. Whether you're a content creator, influencer, or business owner, the perpetual query persists: How to increase your reach on Instagram? This blog explores five tried-and-true strategies to help enhance your Instagram presence, captivate a broader audience, and propel your reach to new heights. Instagram Tip 1: Enhance Your Profile for Optimal Visibility The primary Instagram growth tip is to keep in mind that your Instagram profile serves as a virtual business card, and the initial step toward augmenting your reach is optimizing it. Begin by selecting a distinctive and visually appealing profile picture that embodies your brand or personality. Ensure your username is easily identifiable and aligns with your niche. Compose a compelling bio that succinctly outlines who you are and what you bring to the table. This not only heightens the discoverability of your profile but also bolsters its visibility in search results. Additional IG tips: Don't forget to direct a link to your website in your bio to steer traffic beyond the confines of Instagram. This transforms Instagram into a conduit, channeling engagement and potentially converting followers into customers. Instagram Tip 2: Craft Top-notch, Compelling Content To increase Instagram reach, quality content forms the cornerstone of any successful Instagram strategy. To augment your reach, focus on producing appealing and relevant content that resonates with your target audience. Exploit Instagram's array of features like Stories, Reels, IGTV, and carousel posts to diversify your content and sustain audience engagement. Consistency is paramount; devise a posting schedule that suits your rhythm and adhere to it. Regular posting not only sustains audience interest but also signals to Instagram's algorithm that your account is active, potentially boosting your reach. When creating content, employ captions that spur interaction. Pose queries, share relatable anecdotes, or seek opinions to kindle conversations among your followers. This engagement can propel your post's visibility in followers' feeds and potentially extend its reach through the Explore page. Instagram Tip 3: Harness the Power of Hashtags Strategically Hashtags stand out as a potent tool for expanding your Instagram reach. They categorize content, rendering it discoverable to users keen on specific topics. Investigate relevant hashtags within your niche and incorporate them judiciously into your captions or comments. Experiment with a blend of popular and niche-specific hashtags to broaden your reach. Utilize Instagram's search feature to pinpoint trending hashtags related to your content, and pay heed to the number of posts associated with each hashtag. Strive for a balance between widely used hashtags with a substantial search volume and niche hashtags that distinguish your content within a targeted community. Additional IG tip: Introduce a branded hashtag unique to your content or campaign. Encourage your followers to employ it when sharing their content, fostering a sense of community and heightening the visibility of your brand across the platform. Instagram Tip 4: Foster Authentic Engagement with Your Audience Establishing a sincere connection with your followers is pivotal for increase your reach on Instagram. Respond spontaneously to comments on your posts, and invest time in engaging with your audience's content reciprocally. Don't be a narcissist; make sure you look at posts from other users in your niche and participate in dialogues within your community. Host Q&A sessions in your Instagram Stories or solicit feedback on your content. This not only strengthens your rapport with your existing audience but also communicates to Instagram's algorithm that your content holds value and is engaging. Consequently, your posts may be presented to a broader audience. Contemplate collaborations with fellow creators or businesses within your niche. This cross-promotion introduces your content to new audiences and can result in increased visibility and growth. Instagram Tip 5: Utilize Instagram Analytics to Fine-tune Your Approach To truly comprehend the nuances of gaining recognition on Instagram, it's imperative to analyze the performance of your content and build your strategy accordingly. Instagram furnishes insights and analytics that provide valuable data on your audience demographics, post reach, and engagement metrics. Regularly scrutinize these analytics to discern patterns and trends. Identify which types of content are closest to your audience and tailor your future posts accordingly. Pay heed to the timing of your posts, as the algorithm may favour specific time slots based on your followers' activity. Experiment with various content formats, captions, and posting frequencies to gauge their impact on your reach. Refine your strategy based on the insights gleaned, and remain adaptable to the evolving preferences of your audience and the platform. Conclusion In the competitive landscape of Instagram, garnering attention necessitates a strategic approach centred on optimizing your profile, creating high-quality content, leveraging hashtags effectively, engaging authentically with your audience, and utilizing analytics to fine-tune your strategy. By incorporating these five tried-and-true methods into your Instagram playbook, you'll not only amplify your reach but also pave the way for sustained growth on this influential social media platform.
Read MoreHow To Create An Effective Social Media Calendar In 2024.
Social Media Calendar: The Rescue Ranger Social Media marketers, ASSEMBLE! We've found your saviour! Imagine a regular day in a social media manager's life. You open your laptop, and your to-do-list jumps out of your laptop screen. Right from thanking people on your previous posts to making creatives ? ad copies and approvals, we understand everything cannot be tabled on your own. Well, you clearly can run out of potency, but the advancement of tech and tools can make you infallible! How would you get the 'kabhi kabhi lagta hai apun hi Bhagwan hai' vibes? With a flinch, the answer that strikes is 'Social Media Calendar'.? Unlike the Bermuda Triangle, social media calendars aren't unsolved or covert mysteries. Instead, these have been in the books since the very beginning of social media marketing. If so, what makes this blog different? Well, if you'll read further, you'll know better! Why Would You Need a Social Media Content Calendar? In the initial times, social media was merely posting, liking, and commenting. However, since the word 'Marketing' was adjoined with it, the dynamics have taken a 360-degree shift. Today's social media marketing definitely goes beyond the boundaries of sheer posting. More crucial things like content themes, timelines, strong online presence, and the coordination of social with digital and traditional have slided into the picture. With all these gaining simultaneous gravity, a social media content planning calendar is essential. You ask why? Here's how it can save you: Cuts the blunder Better time and content management Unification across multiple social media platforms Enhances and evaluate your long-term strategy ?How to create an effective social media calendar in 2024? There comes the real deal you've been waiting to crack! We are listing four steps that can help you create a free yet effective social media calendar for the upcoming year: STEP 1: Bifurcation: Start with opening a spreadsheet. Add the following columns: Date Client Name Content theme Campaign or project name Ad copy Links to visuals KPI's Status Platform If your requirements go beyond, add those sections, too! But, for average daily purposes, the above columns suffice. STEP 2: Create Dropdowns: Your social media posting scheduler becomes instantly manageable when you add dropdowns for the same. This particular step won't be applied to all your bifurcated categories but will surely help you manage the implied ones. For example, you can add dropdowns to the platform or status column. Here, you can include options like 'approval pending', 'sent' or 'Instagram', 'Facebook' etc. According to your needs, add dropdowns for enhanced functioning. STEP 3: Colour theory: Don't worry, here we won't tell you to refer to the colour wheel! Instead, the approach here is to create a colour theory of your own understanding. Generate a color-coded legend with corresponding labels for your content categories. Apply the colours indicated in the legend to a new column or modify the colour of each row accordingly. STEP 4: Content Play: Start inputting content into your social media calendar template to assess its compatibility with your team's workflow. Keep refining the template to align more closely with your specific requirements. How do you plan a social media content calendar in 2024? The next billion-dollar question is, how would you plan your social media calendar? Well, there is no secret formula that would tell you 'This day' you 'post this'.? It all depends on your product or service and the rational approach you have towards it. Remember, the main motto is to keep your objective in mind. If you are catering awareness, you could simply run campaigns that meet your end goals. Additionally, don't skip out on important dates for 2024. Right from some fancy day to national holidays, make sure you engage your audience with the best!
Read MoreWhy Your Brand Needs To Be A Good Listener: Everything About Brand Social Listening
Don't just talk; Listen!? Long, long ago, the saying 'Be a Good listener' fell into our ears, and we can't un-hear it till today! Following, you probably listen to your wives, bosses, etc. If listening is so significant, what makes a brand think that it can leave its audience unheard of? Gone is the epoch when brands had a superior base. With multiple organizations entering the race, every industry is brimming with rivals. For brands, those are competitors, but for the audience, this rivalry has opened doors to options. We are sure you don't want to be an option! If you, too, are on the same page with us on this, buckle up. It's time to de-learn and re-learn! Ignoring audience needs in modern times and pushing their views away will definitely have you face a setback. Bid bye to the bygone times when a brand constantly bragged, and the audience kept silent. The current waves demand to be heard, and to sustain your brand; it's time to lend an ear! How would you listen to the thousand voices, each having different POVs? Your why's and how's have a clear answer: Brand Social Listening! What is Social Listening? ?Merely counting the likes, comments, and overall engagement of your audience is not enough in today's marketing spectrum. Hoping that your audience will blindly take what you've got to serve is imprudent! The audience will always have something to say, and this is where social listening or brand social listening comes into the picture. If we are to define it in geek words, it would be stated as the process of evaluating, analysing and monitoring the talks that go around digitally about your brand! Here, the deal is not to primarily focus on metrics like impressions, engagements, etc. Rather, the point of focus is the behavioural nuances, the perception, and the attitude that the audience holds about a brand. Brand awareness, monitoring at this point take place with a motive to understand the position of a brand, manage crisis, make improvements, and fill the void between the end-users and the brand. The Power of Listening: Why Do Brands Use Social Listening? As we mentioned, no brand is here to be an option! This is the reign of effective and strategic social listening strategies. If you ask, 'Why is social listening important?', we have many reasons as to why you shouldn't miss it. Some of them are: Stumbling upon the Audience Mindset: Once you start analyzing the 'talk', you get an elaborative view of your audience. This understanding goes beyond the metrics of gender, age, location, etc. Here, you actually understand what your audience feels about your brand. Not only this, brand social listening also provides an elusive view of your competitor and its potential consumer base. Having insights about your audience and your competitor's audience can further help you sustain the former and convert the latter! Opportunities and Improvements: In this constant brand awareness and monitoring process, you come across a lot of suggestions from your audience. These suggestions fill the void between a brand and its audience and enable a spot-clean perception in the minds of your end-users. Remember, customers are the pillar that makes or breaks a brand. Use the social listening power loop in opportunities and sway away from the option of being an option! Talk of the town:? In the dynamic dance of market trends, staying ahead requires more than just moves; it demands tuning into the rhythm of customer vibes. The pulse of what customers say think, and feel is the compass guiding brands through the ever-shifting landscape. Armed with this ground-level data, brands not only adapt to new offerings but also effortlessly ride the waves of changing market conditions. It's not just about trends; it's about understanding the symphony of customer sentiment and orchestrating success. How does social listening work?? ?Embarking on a social media journey? Buckle up because the first step is defining your goals and locking in those keywords. Your brand's name, industry terms, and competitor tags ? they're all VIPs. Now, picture this: you need a trusty sidekick, and that's where social listening tools swoop in. These tools are your social intelligence advisor, decoding the digital chatter for you. From hashtag tracking to crafting social media reports, these have got you covered! With a suitable tool, don't just monitor; understand. Dive deep into what customers, competitors, and trends are saying. Analytics, reporting, and improving are what come next in line. Leveraging these social listening tools, the next step is to take the required action, the one that suffices your audience's needs! All you need to do is have them (Consumers) heard!? Consumers transcend mere statistics; they're living, breathing individuals with desires, dreams, and passions. Brand Social listening goes beyond categorizing customers; it's about engaging with them on a personal level. It's not just about hearing; it's about responding, creating a dynamic of action and reaction. When your brand connects on a personal level, empathizing with their challenges and embracing their stories, you're not just marketing; you're building invaluable connections. It's the essence of true engagement in the digital realm.
Read MoreMastering B2B In Social Media: Strategies And Best Practices
Overview: In the digital age, social media has evolved into a powerful tool for businesses, transcending its original purpose of connecting friends and family. In the realm of Business-to-Business (B2B) marketing, social media has become indispensable. But what exactly is B2B social media, and how can businesses leverage it to their advantage? Join us on a journey to uncover the strategies, importance, and best practices of B2B social media marketing. What is B2B social media? At its core, B2B social media refers to the use of social networking platforms to connect, engage, and build relationships with other businesses. In this context, it's less about cat memes and vacation photos and more about establishing a strong professional presence. It's about showcasing your expertise, networking with industry peers, and generating leads to fuel your business growth. B2B Social Media Strategies When diving into B2B social media, it's vital to have a clear strategy. Without one, your efforts may feel like a ship adrift in the digital sea. Here are some strategies to set you on the right course: Define Your Objectives Start by identifying your goals. Are you looking to increase brand awareness, generate leads, or establish thought leadership within your industry? Knowing your objectives will guide your entire social media strategy. Know Your Audience Understanding your target audience is key. Who are your ideal clients, and where do they spend their time online? Tailor your content to resonate with them and speak their language. Choose the Right Platforms Not all social media platforms are created equal, especially in the B2B world. LinkedIn, for example, is a goldmine for professionals, while Twitter is excellent for real-time updates and industry news. Make sure you're where your audience is. Content is King Consistently create high-quality, valuable content. This can include blog posts, whitepapers, infographics, videos, and more. Share your expertise to build trust and credibility. Engage Authentically Genuine engagement is crucial in B2B social media. Respond to comments, share relevant content, and foster conversations within your industry. Building relationships often starts with a simple "like" or comment. Analyze and Adjust Use analytics to track your progress. What's working, and what isn't? Adapt your strategy accordingly, ensuring your efforts align with your goals. What Is B2B Social Media Marketing? B2B social media marketing involves using various social media platforms to promote products, services, and, most importantly, build meaningful business relationships. It's not just about blasting sales pitches; it's about nurturing connections that can lead to fruitful partnerships. B2B social media marketing bridges the gap between businesses in a more human and interactive way. The Importance of social media in B2B Marketing Social media has become an essential component of B2B marketing for several reasons: Increased Visibility Having a strong social media presence can significantly boost your brand's visibility. It's a platform where you can showcase your expertise, share industry news, and engage with potential clients. Lead Generation B2B marketers report that social media is one of the most effective channels for generating leads. By sharing valuable content and engaging with your audience, you can attract potential clients who are genuinely interested in what you offer. Thought Leadership Becoming a thought leader in your industry is a surefire way to gain trust and authority. Social media allows you to share your knowledge, insights, and opinions, positioning your business as an industry expert. Building Relationships In business-to-business social media marketing, relationships are everything. Social media provides a platform to connect with potential partners, collaborators, and clients. It's a space to humanize your brand and interact on a personal level. B2B Social Media Best Practices Now that you understand the importance of B2B social media, let's dive into some best practices: Consistency is Key: Consistency builds trust. Ensure your profiles are up-to-date, and your content is posted regularly. An inactive profile can send the wrong message. Quality Over Quantity: Don't aim to be everywhere; aim to be where it matters. Focus on the platforms that resonate with your audience and create high-quality content that genuinely adds value. Listen and Respond: Effective social media isn't just about broadcasting; it's about listening and responding. Engage with comments, answer questions, and take the time to understand your audience's needs and concerns. Use Visuals: Visual content is more engaging and shareable. Incorporate images, infographics, and videos into your content strategy to capture your audience's attention. Network and Collaborate: B2B is all about building connections. Network with industry professionals, collaborate on projects, and explore mutually beneficial partnerships. Measure Your Success: Use analytics to track your social media efforts. This data will help you understand what's working and what needs improvement, allowing you to refine your strategy. Conclusion: B2B social media is not a one-size-fits-all endeavor. It's a dynamic and ever-evolving landscape where genuine connections, valuable content, and strategic planning can yield remarkable results. By understanding the importance of social media in B2B marketing and implementing the best practices and strategies, your business can harness the full potential of this powerful tool. So, remember, in the world of B2B social media, it's not just about connecting; it's about building relationships that can take your business to new heights. Dive in, stay engaged, and watch your B2B connections flourish on the social media stage!
Read MoreInstagram For Business; Tips And Strategies To Grow Your Business.
Instagram for Business; a fruitful possibility: In the marketing and advertising space, social media marketing has entered as an early member. Further divided, Instagram marketing is a valuable subset of this newly evolved form of marketing. For people clueless, let us first decipher it for you: Instagram marketing and advertising, as the name suggests, is yet another tool of marketing that leverages the power of Instagram as a social platform. (Obviously, for brand growth). Unlike quantum physics, the decoding here will not require your potency to be at the zenith. But what you surely will need is a creative hat, the one which will bring out the most of Instagram for your Business! ?Why care about Instagram marketing? Now that we've visited the backstreet of knowing the 'What', let us walk ahead to the 'Why'. Well, we won't list down the advantages or the mere pros of having an Instagram business account. Instead, let us talk stats. This popular social platform, as per a study, has 1.318 billion active users. Why would any marketer not pay heed to such an enormous market? Additionally, it is also claimed that almost 90% of people tend to follow at least one brand on Instagram. You never know; if your Instagram strategies strike right, that brand could be yours! If these figures don't appeal to you as a marketer, surely these metrics would. Instagram for Business will not only result in higher reach but it will, at the same time, frame the right narrative for your brand! As marketers, we know how important it is to create a brand perception in the minds of your audience that is both engaging and appealing. Instagram marketing does the job for you! Did you know? Another reason for having an Instagram professional account is that, unlike other social media platforms, Instagram users do not mind viewing ads on their page. So, with the least skip ad potency, this platform gives you another reason to adapt it! Tips: How do I grow my Business on Instagram? Our job to introduce you to the elaborate elucidation has been done above. Now starts the real deal: the one that urged you to click on this blog. Following ahead are some tips to grow your Business on Instagram. However, before hopping further, it is important to remember that, similar to other marketing channels, Instagram, for business growth, requires a clear, definitive objective or goal. Therefore, before the actual implementation of these Instagram marketing strategies, decide the what's, why's and how's. Audience first: Since archaic times, marketers have laid down their strategies, beginning with the identification of their prospects. Haven't we all heard the phrase 'know better, do better'? The same gets applied to your trajectory of building a successful Instagram marketing strategy. The very first step is to know and analyze your target audience. If you are already in the posting and sharing stage, this point is still very much valid. Several metrics provided by Instagram insights and other paid analytics will help you know the demographics at a very intricate level. Once you've got a heads up with audience demographics, you now have the doors open to plan your content accordingly. Here's a pro tip: 'Prioritize your audience in order to be their priority!' Content mix: Posting pictures and videos randomly may work very well for your personal usage, but in the professional world, your Instagram business account needs to have a proper flow and plan. Consistency and trends are the two facets the algorithm highly favours. So, if you have a pertinent question of 'How do I grow my business on Instagram?' look for what's in! Once you are aware of your demographics, with research or various SMM services, curate content that is relevant. Depending on your industry, look for content types like informational, promotional, etc. and suite yourself accordingly. As social experts, we suggest you mindfully plan and generate a content mix. Don't merely promote: Yes, you read it correctly! In 2023, when brands are constantly in a race to promote their products and services, go that extra mile to relate with your potential audience. Although your intent is to market, leverage this user-generated platform to increase your brand loyalty! Engage with your followers and initiate or curate posts that provoke 2-way communication. Make your Instagram professional account a space where users get to know more than just your products and services! Learn from the past: With an Instagram business account, you can look back to your previous posts and strategies, and with relevant metrics, you can gauge the effectiveness and efficiency of your Instagram strategies. The key is to keep an eye on these metrics frequently and accordingly curate content plans. If your last strategy hasn't given you the desired engagement, maybe it's time for a strategy shift. For our reader's additional knowledge, below are some ways you can set up an effective Instagram strategy. Create an Instagram marketing strategy: To succeed in your Instagram marketing efforts, follow these key steps: Establish clear objectives tailored to your Business, whether it's generating leads or establishing industry leadership. Conduct thorough keyword research to harness the power of hashtags, which is crucial for discovery on Instagram's visually-driven platform. Define your target audience precisely, ensuring your efforts are directed at those most likely to engage with your content. Conduct competitor research to gain insights and best practices within your niche. Analysing their performance can help you fine-tune your strategy for optimal results. Summary: In the captivating realm of Instagram, your Business can thrive and soar to new heights. Think of it as a canvas waiting to be painted with success. Craft your path by setting clear goals, weaving in the magic of keyword research, and defining your audience. As you venture forth, keep an eye on competitors, for in this digital arena, creativity meets strategy, and your business can become a true work of art. Embrace these tips and Instagram strategies, and watch your business flourish in the Instagram spotlight.
Read MoreMake branding a Treasure Trove of Short Stories
Folklore, novels, short stories, stage plays, street performances, movies, and television series- prove that humans love listening to and talking about stories more than anything else since eons. The human brain is wired to respond to a well-crafted narrative. It is the best way to capture people's attention, impart knowledge, and forge close bonds. Think of all the religious and spiritual books in history- with captivating miraculous stories, they grab the listeners'/readers attention and convince them to perform certain actions. In the digital world, storytelling is often used for marketing purposes. Human-to-human connections are the heart of every business strategy. Whatever content strategy you follow- even with the best search engine optimization strategies- at the end of the day, all that matters is how well your audience connects with your content. Your audience is programmed to seek out great stories- and that will never change. Read this story: "Once upon a time, a little girl called Goldilocks goes for a walk in the forest. She comes by a house. She knocks on the door of the house, and when no one answers, she peeps through the window. At the table in the kitchen, she sees three bowls of porridge at the table. Goldilocks is quite hungry but cannot enter someone's house without permission, so she waits at the door. After some time, three bears come by. They own the house and invite her in to eat with them. Goldilocks eats porridge with them, and they play a game of Uno. The big bear wins by pulling a special card at the last moment?what a twist! The End." So? what do you think? Did the story seem interesting to you? Or does it feel off? For some reason, it feels off, doesn't it? That's because there is no conflict in it. There is nothing at stake, and there is no tension. Goldilocks did not break and enter the house. She did not eat the porridge without permission; she did not sit in the bears' chairs nor sleep in their beds. The bears did not find their house messed nor did they find a random girl sleeping in their home. At their core, stories are all about overcoming conflicts. They are about the thrill, the drama, and the journey that people can relate to and that they find interesting. And if your story has no drama or emotional journey- no one will be interested in hearing it. Unfortunately, in the business world, brands tend to hide any adversities or conflicts they have faced. They spin a rosy, blemish-free story about how their company experiences continuous growth, how they have the best clients, and everything is perfect. They feel that any adversities or conflicts in the company will expose their imperfection and deter customers from buying their services. However, this is a misconception. Nothing is perfect. Growth is never streamlined. Everything, including companies, has flaws. Plus, people do not relate to perfection. They want adversities, life struggles, and shortcomings. The more honest you are, the more people will appreciate it. Since most content strategies have been focusing on optimizing content for algorithms, people often get lost when asked to create for real humans. It can be a challenging task o flex a creative muscle that has slowly withered away from inactivity. So, to help you get that creative kick, we have shared some tips for sharing your brand story on platforms like Instagram and Twitter. Provide the Audience with a Unique and Engaging Visual Experience Social media platforms are some of the best modes to grab your audiences' attention. A picture tells a thousand stories, and the same can be said for videos. With apps like Instagram, short reels, and engaging videos to help create a brand identity. There are certain photography and videography tactics that brands can leverage to create high-quality content. Share User-Generated Content on your Pages Millennials are the first generation to be open to engaging and sharing great advertisements. Consider sourcing content from your customers and clients. You must have come across numerous brands that ask to share pictures of your experience or their products on your Instagram page. This is because user-generated content, or real customer photos and videos, adds transparency to your brand and your products. Think Caf? Coffee Day or Coca-Cola; these brands ask their customers to post images that they repost on their platforms to get 2x the conversion. Utilize Instagram Lives and Instagram Stories Instagram lives, and Instagram stories are two powerful features that all you to deepen your connection with your followers. Instagram Posts have evolved into an area for sharing highly stylized and curated photos of perfect moments. The stories and lives sections are where to post raw, authentic content. Use your Instagram lives or stories to give a behind-the-scenes of office culture and brand-sponsored events or share tutorials on your products. Share high-quality, authentic photos and videos on your social platforms and websites, connect with a cause, and celebrate your customers by sharing user-generated content. Instagram offers many features you can use to humanize your brand and extend your brand's essage to a larger audience.
Read MoreLet Festivities Build Goodwill!
Religious festivals are woven into the culture of India. They are filled with love, celebration, joy, positivity, food, and music. For marketers, festivals are an excellent opportunity to reflect the same energy as their audience and connect with potential customers. Using the spirit of festivals, a brand can promote its products effectively, leading to greater sales and helping them create brand awareness. Think Cadbury's Diwali special packs- the sales of the company increase during the festival of lights. Why? Because of effective festival campaigns and advertisements. Festival ads have a special place in our hearts. From Moti sandal soap's Diwali special advertisements to Cadbury's #ShopsForShopless campaign, these ads give us a sense of nostalgia and feel-good vibes. Here is how effective festival marketing campaigns help brands and why you need to focus on them. One ad that stands out in my memory is Saregama Carvaan's Diwali Ad: #ShorYaSangeet. Aimed at pet owners, specifically dog owners, the short ad shows a dog scared and distressed due to the loud fireworks on Diwali. The owner then shuts all windows and proceeds to play Saregama's music player. And although I was someone who was not particularly aware or interested in the Saregama Carvaan brand, as an animal lover, the ad touched a spot in my heart, leading me to research more about the brand. And the brand achieved a campaign purpose: Brand Awareness. By reaching out to a wide range of audiences through heartfelt advertisements, businesses can establish brand awareness among their audience. Whenever I think of firecrackers and dogs on Diwali, my mind immediately recalls the Saregama Music Player and its ad. Brand awareness may not always lead to potential customers, but it does help in establishing your brand in the minds of people. Another way marketing during festivals can help by creating brand equity or brand recall. This occurs when you create a campaign that speaks to your audience's emotions relating to a certain occasion. Moti Sandal Soap always comes around during the Diwali season. Why? Because on the morning of Diwali, people in Maharashtra take the ritualistic bath- Abhyanga Snan. This is incomplete without the 'Utna"- a mixture of powdered fragrant Ayurvedic herbs. Utna is applied to the body before taking a bath at dawn. Moti used this essence of Utna in their advertising campaign, leading people to believe that this soap was to be used on Diwali. And this was back in the 90s. Since then, most people have used the Moti sandal soap for their traditional baths on Diwali. The brand Moti keeps itself alive on tradition and nostalgia. Using a crucial festival element, a brand can make itself memorable and boost its sales. Creating Brand Recall is achieved by making products more memorable and recognizable concerning a certain event. Kuch Meetha Ho Gaye? Cadbury's Diwali Celebration packs are well known. Cadbury gives its own twist to the practice on the tradition of eating sweets on the morning of festivals. So instead of having traditional desi sweets, now start your day with Cadbury's chocolates. Plus, it makes for a great Diwali gifting option because people of all ages love chocolate. So how do Cadbury's Diwali packs help in its sale? By addressing the pain points of its audience. Cadbury knows that people usually struggle to decide on gifts to give on Diwali. And it takes that aspect in its marketing campaign by giving a gifting option suitable for all ages and genders, helping it Boosting Sales. In a saturated market, brands use the best marketing strategies to stand out from their competitors. As we see in the examples above, creating a unique advertisement that speaks to your customers, addresses their pain points, and creates a sense of nostalgia will help achieve brand awareness, create brand recall and equity, and consquently boost sales. When businesses invest in ads or festival posts, it helps them connect with people on an emotional level and creates relatability with the brand. The first step in brand building is creating brand awareness through relatability; festival campaigns help you achieve that. The Indian community is crazy about festivals and always finds ways to celebrate them harmoniously. Brands should take advantage of this opportunity by presenting their services and products. This way, they can engage and retain their customers while creating brand awareness among potential prospects. If you are unsure what to post during the festival season, feel free to contact us. Hats-Off has a team of social media marketing experts and digital marketing specialists who will help you with brand building and generating leads.
Read MoreImmersive Viewing: Twitter Latest Update To Up Its Video Content
Videos are the most interacted with content forms in the digital world that have led to the increase in social media consumption. Why? Because they are easy to digest, entertaining, and engaging at the same time. This is why video-centric platforms like Tiktok and Instagram have gained so much popularity in recent years, inspiring other social media apps to keep up with the race. The latest one in the game is Twitter. The micro-blogging website has recently introduced two new video features to attract more users and improve its user experience. Immerse yourself in the world of videos with Immersive viewing and easy discovery. Say hello to an immersive video experience. The first Twitter update impacts how users interact with videos. The immersive media viewer expands videos to a full screen with a single click, allowing the viewer easy access to a full-screen viewing experience. Simply tap/ click on a video on the app to activate it. Discover exciting content and new videos by just scrolling up. To exit, simply press the back arrow in the top left corner. The new update will be available to people using Twitter in English on iOS in the upcoming days. Explore and Discover with the video carousel feature. The second major update to Twitter is a video carousel feature in the Explore tab. Now, apart from the latest tweets and trends of your interest, find more videos you like. Just open the explore tab to access the latest video trends of the platform. It will start launching in ?select? countries across iOS and Android. Why we care: As a social media marketing agency, we get excited with any significant updates rolled out on social media. Twitter is adopting TikTok and Instagram aesthetics, with these new features translating to more exciting marketing trends. Brands that use Twitter as their primary social media marketing platform should start adopting videos into their strategy to keep up with the changing updates. Confused about how to move ahead with your social media marketing strategy? Hats-Off is here to help. We will help you craft killer video content to stand out from your competitors on Twitter.
Read MoreThe Demeaning Entertainer
Ever looked at someone?s social media and thought to yourself, ?Wow. I wish I had that life.?? Well, you are not alone. In this digital era, many people (not just teens and young adults) pass their time scrolling through social media, looking at feeds of their favourite singers, actors and even friends and acquaintances. Social media has changed how we connect with others. We are able to get updates and information much quicker. But like any technology, social media also has its own dark side. While using social media platforms, at some point, we start comparing our lives with the seemingly perfect and ideal lives of other people, resulting in great dissatisfaction. I have been through that: looking at stories of friends or influencers, and a wave of sadness washes over me, feeling that my life lacks that element of ?perfection?. And it is not just the awesome, aesthetic, gram-worthy places and lives people live; social media also makes us compare our bodies with the air-brushed, filtered photos of models and online influencers. Instead of making it easier to connect with others and helping us build better relations, I have found that social media instead makes us more envious of other people, pulling us into the abyss of comparison and destroying our mental health. To limit FOMO and negate sadness, it is important to understand how social media affects us. Firstly, you need to note if you have the symptoms of social media sadness. These include: An overall drop in the mood while using social media. Feeling empty or lost after reading a friend?s happy tweet or looking at their upbeat story/ post. Compelled to scroll through their feed, or as we say it, ?stalk? their account. Feeling a sense of self-loathing and despair after using social media platforms. If you have faced any of the above situations, there is a high chance that you are negatively affected by social media. No need to feel bad about it, though; many of us have been through the same sensations because we humans are inherently competitive beings. We love flaunting. This results in a society where everyone wants to show how perfect their lives are. Unfortunately, many of us tend to forget this fact while scrolling through social media, and this is where problems start. So, what is the solution to this? Well, I found the below tips helpful in combating social media sadness. Remove boastful people from your following Note which profiles are many you feel sad and envious, and unfollow them. Even if they are friends, boastful people will do more harm than good, and you can always keep in touch with friends over messaging apps. Limit your social media time Don?t spend every waking minute of your day on social media. Indulge in other activities that will make you feel good, like playing with your pet, going for a walk, reading a book or watching a movie. Limit your time, and stick to it. Don?t be afraid to share your own good news The point of social media is to connect, so don?t be afraid to share your own life happenings on social media. There is nothing wrong with sharing your achievements and highlights on your profile; just make sure you do it with the right people. Using social media to connect, not compare Lastly, remember that social media is for connecting and having positive interactions, not for comparing your life with people you don?t even know. Keep your focus where it belongs. Take a genuine interest in people?s lives and opinions rather than making everything a competition. You don?t have to quit using your social media platforms completely. They are great tools for staying in touch, connecting with clients and promoting your business. Rather just watch what you follow and consume, look at everything from a balanced perspective and be willing to take a breather when necessary.
Read More