What are your thoughts on the plight of Cancel Culture, especially on social media? Every second day when you log on to Twitter there’s a
Sometimes the reason your digital campaign might not be working could be as basic as the fact that your offer sucks! Testing is a key part of running any digital campaign and the first thing you need to test is whether people would click on your offer if it was for free. You’d assume that people love “free” things but that’s not always the case. Most people won’t click on a simple offer even if it was for free. They say a picture says a thousand words but not really. An image can grab attention but the copy will always be what drives the action. Make sure you’re saying the right things to drive a potential customer to click through on your offer. Make sure the offer is solid by testing if people would click it if it was for free. Once you have the offer on-lock then you can work around how to price it.
Ever received one of those, "Good day, is this [Insert Name]? I'm Mary from EliteMobile... Is this a convenient time to talk?". No, Mary, it's not! Honestly speaking it's never a convenient time to give anybody a random sales call. Cold calling is outdated. Customers are now using apps like TrueCaller to avoid spam calls. The amount of money you waste on dead-end phone calls could be better spent generating leads online. That way you can find people who are actually interested in what you have to offer, have them opt-in and schedule the call for a "convenient" time. So instead of the cold-call, you now have a lukewarm potential. Somebody that you're 99% more likely to sell to than the person you're bothering with your unsolicited attempt. It's 2020! Get with the program!
Before you go wild on your marketing strategy it's really important to understand which arena you're playing in. Whether you are taking the intent-based marketing or interruption marketing approach. The obvious question would be, what is the difference? An example of Intent-Based marketing would be when you search for a "restaurant near me" on Google. This is when a customer is actively searching for your product or service. Interruption marketing is that TV ad, billboard or random sales call that catches you off-guard. However, social media marketing has slightly blurred the lines. By correctly using targeting, you can interrupt customers who sort of have the intent to buy what you might be selling. Ever been looking at a potential holiday destination and when you get on Facebook you find ads offering getaway packages? How does this all work?
The biggest challenge most people face when building their online communities is that they make it a selfish process. Whereas in reality, communities are built from shared experiences and beliefs. Most people go through what I like to call the Juju effect. Ever paid attention to the E.F.F? They give out the impression that they understand what the regular South African believes and aspires towards while overlooking the fact that most South Africans hate dictatorship more than they hate the issues the party is always hammering.
"Funny" is not a sustainable strategy. I know this will be an unpopular opinion but hear me out. Firstly, the user base on TikTok is mainly little kids. Kids get over things quickly. It's only a matter of time until all the TikTok challenges become challenging to keep interesting. Do you know why most young people ditched Facebook? Because their moms got on it too. Yes, as marketers we see the large user base as an advertising opportunity but remember what happened to Vine? Vine was similar to TikTok. It had a ton of users posting quirky clips. It made a few stars. Boasted 1.5billion video plays a day and soon went bust. The kids ran to Snapchat until their moms got on it too. Now they're all on TikTok. Watch what happens when all the moms and dads are on TikTok. Kids are barely playing outside these days, now we're even ruining the spaces that they play in online. Bloody marketers!
What makes Nando's so relatable on social media? Apart from the fiery personality and tone they always have, the fact that they always speak to relevant topics is key to their success. Instead of bombarding us with unsolicited ads of how tasty their chicken is or latest specials, they always find a way to include themselves in hot and sometimes daring conversations. You might post a negative review and instead of getting the robotic "Dear valued customer, we have escalated your concern to.. blah blah blah" type responses, they might make light of the situation in a relatable and more person-to-person manner. Many brands fail to achieve this type of success online because they don't understand the power of context in the world of content.
First of all, can we just lay down one fact? Newspapers were a communication innovation. But magazines are just glossy newspapers. This is exactly why it seems print magazines are dying quicker than newspapers. However, newspapers also face the same fate. Mainstream media survives off inefficiency in communication. The unique selling point of the most popular magazines and newspapers is giving exclusive news. But what happens when we get the news faster than they can print it?
Nevermind thinking outside the box, it's even more dangerous to think next to the box. Most people think to have some sort of online presence, even if it's mediocre, is enough. It may be true that you come from a traditional media background so being online is outside the box for you. However, if you are still applying the same principles of traditional media with your digital strategy then you are thinking outside the box but you're still standing next to it. Many brands assume that their content strategy has to match the product. For example, if you're a Gym you may feel inclined to post content showing workout tips. Guess what your competitor is doing, the exact same thing. People watch the weirdest things online. They would much rather see you post videos of yourself reacting to guys who've missed leg day.
Contrary to popular belief using hashtags on Instagram, as a business, can affect you negatively. Think about it. Say for instance you are running a graphic design agency and use #GraphicDesigner, guess who else is using that hashtag? Other graphic designers. The role of hashtags is for the Instagram platforms algorithm to be able to link like-minded profiles. Your potential customers may not be using the same hashtags so you might end up having your posts being served to other businesses offering the same services instead. Almost like trying to sell potatoes to other potato farmers. Hashtags are for the consumer, as a business there are other tactics to use. Here are a few.