Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
Please visit Marketing Land for the full article.
Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
Please visit Marketing Land for the full article.
So you hear that influencer marketing is a must but you don’t have $ 50,000 to pay a celebrity to post on Instagram. Lucky for you, there are many options out there for a company to integrate Instagram influencer marketing without blowing your entire year’s budget.
In this article, you’ll learn:
For some companies like Wendy’s, NewsWhip says engagement on influencer paid posts run up to 100 times the engagement of a brand’s own post.
In terms of ROI, TapInfluence’s study found influencer marketing is 11 times more effective than traditional marketing efforts.
I've partnered with @cleanly to try their service and they showed me that my laundry is cared for and smells amazing. The best part is that I save time each week to do the things I love to do like travel and explore. Use the code DIOGRAFIC and get $ 10 off your first 3 orders, link in my bio #laundrydaydone
When used effectively, influencer marketing can play a big role in your campaign. For example, Cleanly targeted a person who is often on the go and could use a laundry service. Ideally, the audience is also comprised of travel enthusiasts and could take advantage of Cleanly’s services.
Approach your Instagram influencer marketing budget like you would for any marketing opportunity. It can be included in your annual marketing budget, monthly social media spend or even part of a campaign budget. Once you have a cash amount in mind, decide how to best put it to use.
For companies that have a low or non-existent cash budget, you do have other options:
LIFEWTR partners with creatives and its influencers match that segment. Matt Allard’s account is filled with mostly personal explorations, so a sponsored post has an even higher impact on LIFEWTR’s followers.
We’re using the term “campaign” a bit loosely here. Instagram influencer marketing can be ongoing and/or it can be specific to one marketing campaign. In either case, creating your campaign is similar.
The objectives of most influencer campaigns are:
In a recent survey from eMarketer, 88% of marketing professionals found influencer marketing to be effective or extremely effective at raising brand awareness. The study makes sense. We tend to trust our peers’ opinions on brands more than word straight from the brands’ mouths.
With this in mind, you should determine what your own goals are for setting up influencer marketing.
To go hand-in-hand with the goals, you need to have matching metrics to help you measure success. Depending on how the campaign will be structured, you have several metrics that you can use:
Today is the final recipe for this 4 part series! Hope you all had fun with the protein powder recipes. My last labor of love is a welcome mat to Autumn (seriously one of my favorite seasons). Muffins! 🍂🍁🐿🍂 . How about some Spiced Sweet Potato Chai muffins? Y’all are not ready. And P.S. – this recipe might be one of my best EVER. Let me know what you think. Recipe below! • • • Part IV is “Bake it!” Spiced Sweet Potato Chai muffins made with w/ the addition of @kuranutrition Chai Plant Based Vegan Protein. You can feel full and totally satisfied. Get 20% off @kuranutrition ‘s products by using CK20 at checkout.#ad — Sweet Potato Chai Muffins 35g ( ⅓ cup or 1 ¼ packets) Kura Chai Plant Based Vegan Protein 220g (1 ⅔ cups ) Gluten free 1 to 1 flour 200g (1 ¼ cups) coconut sugar 1 teaspoon baking soda 1 teaspoon baking powder 1/2 teaspoon salt 222g (1 cup) sweet potato puree 171g (¾ cup) ghee (or butter), room temp 75g (¼ cup) coconut yogurt 2 eggs 1 teaspoon vanilla TOPPING: 143g (3/4 cup) brown sugar 34g (1/2 cup) walnuts 1 ½ teaspoons cinnamon 2 tablespoons buckwheat flour 70g (1/3 cup) butter 1. Preheat oven to 350 degrees. Spray the muffin tins with coconut spray. 2. Mix the dry ingredients. In a separate bowl, mix the wet ingredients. 3. Add the wet to the dry, being careful not to overmix. 4. For topping, combine first 4 ingredients in a small bowl. Stir. Using a fork, cut in butter. 5. Add the batter to the tins and cover each muffin with the topping. Bake for 12-15 minutes.
In the above example, Christiann includes a discount code in the caption, making this an easy metric to track for Kura Nutrition.
Just like your usual customer profiles, influencer profiles consist of demographics that you want to target.
These profiles should include important statistics like:
If your budget is small, you’ll want to aim for micro-influencers. These are accounts with usually less than 1,000 followers but have a highly engaged audience.
In fact, Influence.co released some statistics on average costs per influencer by number of followers and their respective engagement rates.
Follower count is still a high determiner of influencer value. However, it’s a better investment to use micro-influencers than celebrities. Posts that cost $ 49 each had the highest engagement rate at 9.0% when compared to other post costs.
Based on the budget you determined earlier, you can now estimate how many influencers you’re able to account for.
As we had mentioned before, cash is not the only thing you can offer an influencer. Sometimes a service or product exchange is enough if the interests match.
Influencer marketing can include special events like this Grey Goose dinner Instagram post example. Events can be run on a budget as long as you’re offering something exclusive or enticing enough for people to want to join in. If you’re struggling with figuring out the financial end, take a look at this post: How Much Should You Pay Social Media Influencers?
This is a key part of Instagram influencer marketing. After you’ve created your ideal influencer profile, you need to make a big list of all the accounts that match the profile. Make sure you include contact information in your list. Some influencers list contact information in their profile while others state their preferences in their website.
Hopefully, you already have some people in mind who would be a good fit. If not, you can do further research through tools like Klear and InfluencerDB. There are many free tools out there and most have paid tiers too. Don’t only trust the tools. Be sure to do your own research on each profile as well.
Sprout Social’s own Instagram Profiles report includes information on influencers who have engaged with profile. This would be a good starting point if you have an account with us.
You can click on any of these accounts to get details on their audience size as well as your conversation history with them. Plus, you can add in details like contact information and internal notes about the influencer for your team such as “open to working together on a campaign.”
Here’s one more “hack” you can use to get insights into influencers you’re interested in working in. Use our Instagram Competitor’s Report. Add potential influencers you want to work with to the report. Once Sprout has been able to gather some data, you’ll be able to get great insights like how often they post, engagement numbers an more.
Agencies also exist to do the legwork for you. But if you’re on a budget, doing your own research will be a big money saver.
Sometimes you wake up super early in the morning(reluctantly, of course) to go a cliff in bad conditions just to check it out and have some fun with the homies. And sometimes, despite your poor attitude going into it, you have a really good time and discover some of the sickest routes you’ve ever seen. And in these moments you realize that getting out of your comfort zone and trying something new has its rewards. Maybe it’s not something you do all the time, maybe it’s just something you do sometimes. #FindYourGnarly @gnarlynutrition 📸: @bdunkles
Gnarly Nutrition’s customer base is all about healthy eating. Naturally, athletes and people interested in exercise are a great fit for the brand. Products don’t have to be in a photo for a sponsored post to be effective. An influencer’s honest captions and lifestyle photo is a more subtle form of advertising.
As an artist, I have to fight for what I believe in, whether within my work or within this ever changing world we live in. I often like to think back on inspiring individuals in our past, like Thurgood Marshall, who began with fighting for the rights of few but ended up fighting for the rights of many. @MarshallMovie @OpenRoadFilms #MarshallMovie #InTheatersOctober13 #StandUpForSomething #Sponsored
Don’t be afraid to branch out. Marshall Movie could’ve easily found film enthusiasts to talk about their film. Instead of only going the obvious route, they connected with artists like Jade to talk about why the movie was important to them. The caption and photo is all in the creator’s style and offers a unique perspective on the film.
During the research phase, you should’ve written down how to contact them. Now is the time to draft up your email or Instagram Direct Message.
While you can have a template for your message, it’s best to include some points of personalization. For example, if you’re a coffee roaster, you could say something like “Hi Brandy, we happen to have the same coffee as this one that you’re drinking! Would you be interested in trying our version out to taste compare?”
If you’re running a campaign, you’ll want to note what you’re asking of them. Do you want them to test a product? Do you want them to post a discount code? Remember, if you have a small budget, you probably won’t be able to ask for too much. You can have guidelines in what you’re looking for but you should give the creators creative control over the posts. Too much oversight leads to a post that reads like an ad.
It’s that time of year again… Time for Petco’s Halloween Costume Contest🎃 This Candy Corn Witch couldn’t be more excited at the chance of winning $ 10,000, and that’s dollars not bones! Here is how to enter: 1. Follow Petco on Instagram @petco 2. Share a picture of you and your pet in a Halloween costume and Halloween scene and tag the photos with #HalloweenSceneContest and @petco for official entry 3. Official contest entry dates are 10/1 – 10/26 #PetcoHalloween #Sponsored #Ad
Clearly, this post is part of a larger Petco campaign. Some of the words were given to them by Petco, but the imagery is in line with the rest of the account.
One note to mention here is that if you have an ongoing Instagram influencer marketing campaign, you should begin conversations with targeted influencers before you start asking them for posts. Once you’ve built up a relationship, it’ll be easier to ask and even easier for them to say yes.
Newly announced, Instagram is rolling out Branded Content features in both posts and Stories. The feature announces paid partnerships to disclose when a creator or publisher had an exchange.
While #ad and #sponsored may still be used in posts, the Branded Content feature also allows publishers access to the creators’ analytics. For publishers that include influencers frequently, this tool could be a very useful tracker for your ROI.
Outside of using Branded Content tools, you could use low-budget analytics like:
So many changes going on in this house. I think every room is turned upside down in some way or another. . This black wall is no more. It has some lovely fresh Sheetrock and patching happening. & the grey sofa is back! Pink couch just wasn't doing it for me. So if anyone is in the market for a pink couch☺️ . . PS. Click the link in my bio to figure out how to score up to $ 500 in @worldmarket gift cards and see how to throw a fall girls night this weekend!🍂👭#ad #worldmarkettribe . . . . . #apartmenttherapy #theeverygirl #howyouhome #mymodern #mywestelm #mybhghome #housebeauiful #homegoodshappy #currentdesignsituation #currenthomeview #colourmyhome #mystylishspace #styleithappy #workspacie #myhautehome interiorandhome #dshome #bloglovinhome #mydomaine #lonnymag #atmine #mycovetedhome
World Market’s Ambassador Program is clearly laid out on their site and has a corresponding hashtag. If your influencer marketing is part of an ambassador program, you can easily monitor hashtags to respond quickly to their posts. Sprout’s Smart Inbox makes monitoring seamless and part of your daily social media manager routine.
You can use Instagram influencer marketing effectively and with a small budget if you plan carefully. Instead of the usual free product and cash in exchange for a post, consider other options like special events and giveaways. With a little creativity, you’ll find that your brand can reach new audiences without Selena Gomez posting about it.
Are you ready to create 6-15 seconds video ads? Facebook continues to ramp up the video ad break offerings with the new Watch digital streaming television platform taking root (US only for now), and the good news is that creators can share in the revenue (55%).
Check this out: the average video ad view on digital platforms is a mere 1.7 seconds. Woa! However, a new study conducted by Oracle Data Cloud and Facebook shows that video ads that are seen for less than 2 seconds *do* help drive sales. The research showed that views under 2 seconds drove 52 percent sales lift of those campaigns studied.
Speaking of video, what is the ratio of video content vs. all other types of content on your Facebook Page? Check out this video message created with my friends at Animoto:
Wherever you are in your Facebook marketing process, there’s a ton of helpful takeaways in this article. Maybe you’re just starting out or starting over with a business Page. Or, perhaps your brand has been on Facebook for some time and you could use some fresh ideas for doing live video broadcasts. In this post, explore the different aspects of Facebook marketing and get inspired by what other brands have done!
2. 6 Things You Need to Know About Borrowing Images Online via TheWholeBrainGroup.com
It’s never been easier to find visuals online; there’s an abundance of choices to search and find what you need, often for free. But, be careful!! It’s also very easy to infringe on the creator’s rights if the image is used improperly. To avoid a potentially expensive mistake, it’s good to be aware of the basic terminology of copyright law and what each type of license allows. Take a read of this article!
3. Four Ways Marketers can Increase Conversions from Social Video via Econsultancy.com
Videos get way more engagement on social, and can often lead to purchases. In a study by Animoto, 64% of consumers say that a video they saw on Facebook led to an online purchase. Love that! So, how can brands get more conversions from their videos? Take a look at these four suggestions.
That’s all for this week’s issue of The Social Scoop. I hope you have an amazing weekend and I look forward to connecting again very soon.
On a personal note, wow, what a whirlwind couple of weeks it’s been. I had an incredible time speaking in Boston at HubSpot’s INBOUND17 and then on to the Future of Advertising event in the Dominican Republic.
This week, my big sister is coming for a visit from Ottawa, Canada and I’m super jazzed! We’re attending the Association of Transformational Leaders conference this weekend in San Diego and then next week we buzz up to Salt Lake City, Utah as I’m speaking at the Nu Skin LIVE! Global Convention with 20,000 attendees… Oh my! So excited. And we get to enjoy a live gala with Maroon 5, one of my fave bands.
The post Fabulous Facebook Marketing Ideas, Borrowing Images Online & More: The Social Scoop 10/5/17 appeared first on MariSmith.com.
Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.
Please visit Marketing Land for the full article.
Conducting a content audit is on the list of best practices for nearly every content marketer. Yet 37 percent of content marketers never complete a content audit.
A content audit helps you develop and navigate a content strategy. It enables you to allocate and analyze all of your existing content to identify what’s working and what isn’t. Most importantly, a content audit informs how you optimize both existing and future content.
The benefits span nearly every area of content marketing, from improved SEO to a better understanding of your content gaps. The ultimate benefit for many however, is in how an audit enables you to create a well thought-out, documented content strategy.
Only 46 percent of marketers have a documented content marketing strategy. For those without one, planning a content strategy based on a content audit should be top priority.
Read on to learn how to use your content audit to develop a content strategy that works. This post shares an in-depth guide that also includes a helpful template.
Starting a Content Audit
Having your goals and information sources in place helps you create a content strategy document more efficiently.
Next, track down and review your existing content. List each asset on a content inventory spreadsheet. Then add key terms to a keyword analysis spreadsheet. Use these two spreadsheets to create an insights document that will be the basis of your content strategy.
Update Your Content Strategy Document
If you already have a written content marketing strategy, this part is easy. Just use it as a template and update it with the new data from the audit. If you don’t have one, start by asking questions to inform your strategy.
Questions to Ask When Developing Your Content Strategy
Use your content audit to answer these questions — they will inform your content marketing strategy:
After using your content audit to answer these questions, it’s time to write the content strategy.
What Should a Content Strategy Look Like?
A content strategy document combines a broad overview of your goals with detailed tactics. It starts with a general overview of the content audit, along with key points. This summary should include statistics about how much content was audited, the number of pages to be changed, and the metrics you focused on.
From there, you'll need to establish the following:
Then you can dive into detailed tactics and strategies. This is where your keyword research spreadsheet comes back into the picture. It reveals the content gaps and keyword mishaps you can begin to fix and assign as action items within your content strategy.
Clearly communicate which changes are the priority and why so that everyone knows next steps and expectations.
Curata’s Content Strategy: What We’ve Learned
Curata recently conducted a content audit. We’ve updated our content strategy based on the insights we discovered. Here are some of the takeaways we’ve integrated into our content strategy:
Traffic and Conversions
We found that on our site, pages with the most traffic were mostly “ultimate list” blog posts. The exceptions included evergreen content such as a white paper template blog post, editorial calendar blog post, and a social media guest post by Neal Schaffer.
Other than the guest post, all high-traffic posts have been re-published multiple times and promoted heavily. Our next steps are to track the success of these posts to see how they perform compared to other current posts that could turn evergreen.
We are also examining the promotion strategy for these posts to see if it had an impact. For example, since traffic for the Neal Schaffer blog post is coming from Google organically, we plan on looking more deeply into how it was promoted. We’ll use a three-month period as a benchmark and compare content velocity.
Ranking Optimization Opportunities
We found 147 blog posts without keywords that are ripe for optimization.
We identified pages with high time on page and high views as prime opportunities for repurposing content. Those with high time on page and low views are excellent targets for additional promotion.
Most Proven Topics By:
2) Leads Touched
3) Pipeline Touched
Our strategy also includes a section on page authority outliers as well as tests, new content ideas, and strategy recommendations.
Continue to update your strategy document as you get results from the new tactics you’re implementing. If you don’t already have one, a documented content strategy such as The Content Marketing Pyramid will be useful for your content audit.
Conduct another audit in six months to a year and repeat the process. Regardless of how you go about it, remember that content audits done right will significantly change your approach to content strategies and teams.
As the results from your data come in, you'll need to have actionable insights ready to adopt. This eBook, The Future of Content Marketing offers insights and examples of excellence. Start using it today!
Featured image source: Pexels
“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” While historians still argue whether Charles Darwin actually said that or Leon C. Megginson (Small Business Management: An Entrepreneur’s Guidebook), this opinion is just as valid for marketers today.
We are all aware of how technology advances at an exponential speed today. If you subscribe to MIT’s newsletter Technology Review, you will be amazed at the number of innovations, research, and ideas it regularly reports. With the emergence of the Internet and connected devices such as mobile, it is more than ever an adapt-or-die world.
This is all too familiar for businesses that always make decisions whether to change with the times and take advantage of these new growth opportunities or cling to the status quo and face the threat of extinction. Change is difficult—for individuals, and even more for organizations. In his timely book Intelligent Customer Engagement, Dr. Jacob Shama, CEO, Co-Founder of Mintigo, addresses this difficulty for marketing and sales amidst the marketing revolution that is happening right now.
Defining Brand In Real Time
From the explosion of data and multiple touchpoints to changing consumer behavior and demographics, today’s marketers face consumers who take over and help define the brand. Combining big data, innovative technologies, and dynamic consumer experience, the definition of brand is in real time.
“Likely to overhaul the way we do business and even the way we live, big data and AI [artificial intelligence] are two of the most sweeping revolutions of the 21st century,” Shama writes. “It empowers us to sift through mind-boggling masses of raw data, process it, structure it, and apply it to insight development on a grand scale […] Now, big data and AI are also powering marketing.”
The number one challenge marketers face is creating and nurturing demand real time. For Shama, predictive marketing—the application of data science to traditional marketing—is the answer. “Exploiting new technologies such as AI to amass and process vast amounts of information on companies and decision makers, predictive analytics scientifically guides marketers to the campaigns that create the highest engagement and produce the highest revenue.”
Transforming the Customer Journey
Understanding that the customer journey is becoming more and more nonlinear, Shama turns to predictive marketing which transforms the customer journey into a scientific process. “It leverages data science to optimize every engagement point—presenting the right offer, the right product to the right prospect delivered via the right channel,” Shama notes. With predictive marketing, this can be done at scale and near real time. “In that way, all your marketing efforts are truly customer-centric.”
Intelligent Customer Engagement is a probing and comprehensive reference book about predictive marketing. Helping marketers navigate the ever-changing marketing landscape, Shama thoroughly discusses the application of big data, AI, and predictive analytics to marketing—from the science behind it to how organizations can adapt and implement it.
Covering a wide range of topics, the book details use cases and questions to help organizations evaluate if predictive marketing and account-based management (ABM) are right for them. Shama understands that organizations have different goals and existing operational and technological capabilities. So it includes step-by-step guides and best practices. Success stories from early adopter companies also reveal how data and AI help dramatically shrink sales cycle and increase revenue.
Highest Likelihood To Convert
As a marketer, one of the top priorities is to help sales beat their numbers and find more buyers faster. Shama dedicates a chapter to sales enablement, emphasizing that by “providing [sales] the leads with the highest likelihood to convert and the data on how to approach,” sales can improve their results.
Marketing and sales can benefit from data-driven insights that empower initiatives from account management and segmentation to production of content and collaterals. He further writes about how to get not only the sales team but also the whole organization on board in support of predictive marketing.
Marketing data and intelligence are the new currency in the marketing space. And transforming data into actionable insights real time is essential to commanding a competitive advantage for businesses. As Shama observes toward the end, “Marketing and sales are in a constant struggle to get ahead of the curve, the competition, and customers’ needs and wants. Predictive marketing and sales powered by AI and predictive analytics has the information, tools, and insights you need [..]”
While technology and ideas change rapidly, having in-depth knowledge on how predictive marketing works is critical to best manage change for long-term success. As the marketing space continues to evolve, reading Intelligent Customer Engagement could enable organizations to adapt, win, and survive extinction.
Accountability in marketing means one thing: Can you deliver on what you promised? The good news is that using a data management platform and data-driven marketing can help you improve accountability—especially when it comes to revenue. Download the Guide to Advertising Accountability to learn more.
Image source: Pexels
I’m sure you’ve heard by now… the epic ‘Jayden K. Smith’ hacker warning storming the world on Facebook Messenger is a total hoax. (It’s actually been doing the rounds since 2009, eeks!) I got a few of the messages myself the other day and promptly looked into the matter, then posted a PSA my personal profile… which got a ton of shares.
So, given video gets even more visibility on Facebook, I also made a quick video for my Page… and it has 24k views and well over 700 shares! Coolio.
(What’s interesting is, even as the articles and posts debunking the warning stormed the internet, it seemed the message continued to gain steam. I think every major and local media outlet has now posted about it. Phew. Wish we could’ve had an amazing, positive message go viral like that, eh? You know, like the ALS Ice Bucket Challenge, hehe!)
Big news from Facebook today: After a promising test of Messenger inbox ads earlier this year—limited to just Australia and Thailand—Facebook is now ready to roll this feature out to ALL advertisers.
These new Messenger Ads are ads placed on the Home tab of your Messenger inbox on mobile. (Have you noticed all the sections in Messenger? e.g. Birthdays, Unseen, Active Now, etc. By breaking up our inbox into segments, plus adding more tabs at the top and bottom, Facebook is creating more user engagement + more potential ad space!)
“This means businesses of every size get a new tool for creating meaningful connections with customers and prospects. More than 1.2 billion people use Messenger every month, which gives marketers an opportunity to expand the reach of their campaigns and drive more results.”
NOTE: Messenger ads use all the same targeting features already available to advertisers (demographics, interests, etc. + custom audiences). Facebook does not use your private messages for ad targeting. [Says Ted Helwick, a Facebook product manager who works on Messenger ads. Source: Recode article 7/11/17]
In addition to these new Messenger Ads placed on the Home tab of users’ Messenger mobile app, the following Messenger advertising solutions are also available from Facebook:
For more information about all of the above, see Facebook’s official announcement here:
What do you think? As an business person, will you take advantage of these new Messenger Ads? And, as a user, how do you feel about ads in your Messenger inbox? ?
By the way, you may notice I’m making almost all square video format for my Facebook video posts… this is because square format performs better than landscape. Check out Animoto or new Animatron Wave app for easily creating professional square videos for Facebook and Instagram!
(Ugh, I think the square Facebook video embeds are not displaying properly on my WP site… okay, must tweak a few settings!)
1. Everything You Need to Know about Facebook Influencer Marketing by ShaneBarker.com
Endorsements from influencers can be a very effective way to market your business. Recommendations by others are considered more trustworthy than advertising, and when those doing the recommending have tons of influence upon your target market, the reviews are considered even more valuable. (I rather love doing influencer marketing myself, and only ever evangelize products, tools and companies that align with my values fully!)
2. How to Create the Perfect Facebook Video with Free Online Tools via Locowise.com
The popularity of video on Facebook continues to increase like crazy, and reports show that video still has the best engagement. The best part is that anyone can create and edit their own videos without a Hollywood budget or crew. Hehee! Read this article to learn how to create videos and find out some of the fab free tools available. (One of my personal faves is included: Animoto, along with a whole bunch of other ones!)
3. How to Use Google’s Free Testing Tools to Improve Your Site by PamAnnMarketing.com
Are you using Google’s free website tools to test and improve your site? The information they provide can help you to see how successful your SEO efforts are, your site speed, industry ranking, and more—all of which affect where your website appears in search results. It’s important to know if and where you need improvement. It could impact your company’s bottom line!
That’s a wrap for this issue of The Social Scoop. I hope you have an amazing rest of your week and I look forward to connecting again very soon.
P.S. THANK YOU to everyone who already expressed interest in my upcoming Facebook Live Video Success Secrets + FAST (Facebook Ads Strategy Training) online program… we’re making progress behind the scenes and will be sending a proper update just as soon as possible. (More info here.)
The post Facebook Influencer Marketing, Free Video Creation Tools & More: The Social Scoop 7/11/17 appeared first on MariSmith.com.
Please visit Marketing Land for the full article.
Do different age groups prefer different online content? Yes, they do. There is no single universal marketing strategy that could work for everyone. A 50 year-old non-techno person would have an entirely different reaction to an online advertisement as compared to a person in his late teens.
That’s why it is impossible to run a successful online content marketing campaign unless you have segmented your audience in age groups. Segmentation is vital because it helps you identify your target market. Otherwise, you will have no idea whom you are addressing.
This is where the generational marketing steps in.
In generational marketing, the audience is segmented on the basis of the generation they belong to. Each generation refers to a group of people born in the same period of time who share similar life experiences and are shaped by that particular time period. For generational marketing, you must modify and customize your online content with respect to your target generation.
You will find six living generations in the USA who are quite diverse from each other when it comes to interests, hobbies, mental approach, and just about everything. Most marketers base their generational marketing strategy on at least four out of these six generations.
Exceptions are always there, as a person’s age can’t always tell his preferences and attributes, but as a general rule, you will find each group to share many similarities.
According to research conducted by Fractl, every generation has an almost equal number of similarities and differences regarding the consumption habits and preferences for digital and online content.
As a marketer, it is important to recognize the behavior of multiple generations and to modernize your marketing strategy if needed. It allows marketers to target an audience on the basis of their similarities and dissimilarities. Understanding each generation and their preferences is extremely important for the success of generational marketing. Let’s take a brief look at all the six generations.
Born between 1901 and 1926, this is the oldest living generation in the USA currently. This generation is generally conservative-minded with little to no knowledge about digital media, and thus not often included in generational marketing.
This is the generation that was born between 1927 and 1945. Like the GI generation, this one also shares a conservative mindset but at a comparatively lesser level. The people of this generation enjoy reading newspapers for staying up to date. They are also not commonly selected for generational marketing.
Baby boomers, or the “me” generation, were born between 1946 and 1964. This is the generation that is slowly embracing the use of modern technology but still can’t let go of voicemails. They are quite open to direct marketing tactics.
This is the smallest generation of them all and is often called the bridge between Baby Boomers and Millennials. They have seen TV take over radio. They are much more social media-savvy than Baby Boomers. Reportedly, more than 80 percent of this group use Facebook, Twitter, and MySpace. Although they aren’t very accustomed to online marketing, they are happily showing their approval for this idea.
Born between 1981 and 1999, this generation is talked about frequently on social media and in popular culture. Millennials are gradually outnumbering the baby boomers at workplaces and are known to be the biggest generation of entrepreneurs.
Millennials value satisfaction more than financial security. As per Brooklyn Institute, around 64 percent of Generation Y members prefer making $ 40,000 per year at their favorite job than making $ 100,000 at a job they think is not attractive.
Millennials are the current economic force of the society with their buying power of 200 billion dollars. This is the generation that is most receptive to online purchasing and often the key target of generational marketing. Therefore, they like taking informed decisions about any purchase. They seek recommendations from family and friends, read online reviews, check ratings, and then make a decision.
In the words of Brian Clark, “These days, people want to learn before they buy, be educated instead of pitched.”
Born from 2001 onwards, the members of Generation Z are still teenagers or younger. Growing numbers of marketers now target them through generational marketing. They will turn out to be the most diverse generation ever with higher levels of technological know-how.
According to Pew:
The research further mentioned the percentage of different social media platforms used by different generations.
Facebook is the most-used social media platform by all age groups. Almost 88 percent of 18 to 29 year-olds, 79 percent of 30 to 49 year-olds, 61 percent of 50 to 64 year-olds, and 36 percent of people 65 years old and above use Facebook.
Instagram turned out to be most popular among young people with percentages of 59 percent for 18 to 29 year-olds, 31 percent of 30 to 49 year-olds, 13 percent of 50 to 64 year-olds, and only five percent of those 65 years old and above.
Twitter is moderately followed by all age groups with percentages of 36 percent for 18 to 29 year-olds, 22 percent of 30 to 49 year-olds, 18 percent of 50 to 64 year-olds, and six percent of those 65 years old and above.
For every generation, news consumption is a daily habit. However, older generations were found to be most attracted to news. Consider the following stats:
Across all generations, traffic and weather news is the most preferred type of news:
18 to 29 year-olds are most interested in news related to the environment, business, crime, health, and social issues. 30 to 39 year-olds are most interested in news related to the environment, their local town, national politics, business, crime, foreign issues, and science and technology. 40 to 59 year-olds are most interested in news related to the environment, the local town, politics, business, health, and education. 60-plus year-olds are most interested in the environment, the local town, national politics, economy, crime health, and education.
As per The New York Times, people aged 50 and above watch more than 50 hours of TV a week. People aged 25 to 34 years old watch 26.5 hours of TV per week, and people aged 35 to 49 watch 36.5 hours of TV per week.
Baby Boomers actively consume digital and online content which makes them easy to reach through content marketing. But here is the catch: Even as content marketing becomes more responsive and mobile-based, Baby Boomers prefer desktops. More than 80 percent of baby boomers favor desktop computers and laptops over smartphones. Almost 25 percent spend more than 20 hours per week going through online content. They also consume 94.7 percent more global news than millennials, making news stories a key source to reach them.
Most Active: Between five a.m. and noon.
Generation X, due to their thin numbers, is not actively targeted by marketers, but here are a few habits to keep in mind when marketing to this age group. They enjoy online content related to entertainment and lifestyle and use both desktop and tablet, but prefer desktop and laptops.
Most Active: In the evening, from eight p.m. to midnight.
This is the largest living generation, with over 75.4 million members, and often a prime target of marketers. Unlike the above two generations, this age group is more mobile-friendly, so your marketing strategy must be responsive. They prefer brief online content.
Most Active: In the evening.
If you are targeting this age group, your marketing strategy must be based on mobile devices. They spend more time (15.4 hours) using smartphones per week, more than any other age group. With an ability to influence what their parents buy, growing number of marketers target this group.
The key medium to reach this age group is video. Their most favorite website is YouTube and most favorite social media platform is Snapchat. Generation Z is expected to spend $ 200 billion by the year 2018, so as a business, you can’t just ignore them anymore.
When it comes to frequent content consumption, the six generations have a lot of similarities, despite their differences in other cases. Therefore, using the content preferred by all age groups will cover a larger audience. Blog posts are the most popular content among the three most-targeted age groups.
All age groups prefer shorter and precise articles with approximately 300 words, but recent trends show acceptance of longer, more in-depth content. Approximately 20 percent of Gen-Xers prefer reading content that has more than 500 words. More than 50 percent of Baby Boomers prefer content with fewer than 300 words. The remaining 50 percent go even lower than that and prefer less than 200 words.
This does not necessarily mean that you always have to write exactly 300 words. Just make sure that your content is clear, concise, well-written, and resonates with the audience.
As Ann Handley said, “Just as your content needs to target customers at every step of their journey with you, it also needs to appeal to their rational and emotional sides. Every customer needs to have their interest piqued, engagement provoked, and confidence built.” Therefore, generational marketing is all about connecting with your audience at a deeper level by going through means they are attached to.
Here are some quick ways to target Baby Boomers through generational marketing.
If you are targeting Generation X, following the tips below can help you improve the results of your marketing campaign.
Millennials bring you the most business. Here’s how you can maximize your marketing efforts for this age group.
According to Neil Patel, one of the top digital marketers in the world, “mobile and portability are key” when targeting Millennials.
This generation has just started spending time online. They also influence the buying decisions of their parents, which is why you can no more ignore Generation Z when marketing your products.
Creating content for different generations is no cakewalk, considering their extremely diverse ideas and values. However, with the constantly growing channels and generations’ adaptability towards them, you can create the content that will help you create a deeper association with your audience.
A version of this post originally appeared on the HandMadeWritings blog.
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I was in Starbucks the other day, and in walks an older gentleman. I couldn’t help but notice that people kept focusing on him and chatting him up — in line, while waiting for a drink, etc.
I could overhear the conversations a bit, so I asked someone sitting near me, “Was that guy in the NFL or something?” He responded, “Yeah, that’s Rocky Rochester. He was defensive tackle for the New York Jets in Super Bowl III.”
He happens to sit by me, and we strike up a conversation. He notices I’m wearing a Hofstra shirt, and he says, “Hey, we used to practice there.” Then, when I notice his Super Bowl ring on his finger and mention it, he does something that simply shocks me.
He just hands it to me. So, I’m sitting there, holding a ring from Super Bowl III. The Super Bowl of Super Bowls. Broadway Joe. The Guarantee.
I share this story because inbound marketing was on the top of my mind in that coffee shop on Sunday morning — the team at our sister company, MarketingSherpa, was putting the finishing touches on the Quick Guide to Inbound Marketing for B2B — and I realized this story was the perfect analogy for effective inbound marketing. Often, we get so focused on data and metrics, technology and automation that we overlook everyday human interactions like this.
However, normal human interactions are what we should be trying to emulate with our marketing, especially inbound marketing.
Lesson #1: B2B inbound marketing gets you recognized
The first lesson speaks to the power of inbound. Whatever you’re selling — marketing automation tools, hospital diagnostic equipment, construction software — your buyers have a list in their head. It’s the consideration list.
I need to buy a B2B product. I can’t consider every possible company. Who’s going to make that short list?
When you create an engaging inbound B2B program and build an audience, you’re like Rocky Rochester. No longer are you just another guy in a Starbucks. You’re someone everyone wants to talk to. And hear from.
And the value of that has a ripple effect through your marketing. When prospects are at a trade show scanning booths, name recognition makes them much more likely to engage. When they get a phone call or email from someone representing your company, they’re more likely to give it a small opening. And, when they’re making that all powerful consideration or RFP list, you’re more likely to be on it.
Lesson #2: Have a good story to tell
Recognition isn’t enough. Prospects must have the desire to actually want to engage with that brand.
Sure, it helps to have the biggest brand in the world in your industry. However, if customers know they will only be sold to when they engage with you, they’re much less likely to seek out your content or subscribe to your newsletter.
The reason everyone was engaging Rochester in that coffee shop is they knew he would have good stories to tell.
On the flip side, if everyone had recognized him as, say, a vacuum cleaner or insurance salesman, they likely would have had that moment of recognition as well. However, they also likely would have gone out of their way to avoid him, not engage him.
Lesson #3: Effective B2B inbound marketing is relevant
When we were talking, Rochester noticed my Hofstra shirt, and he mentioned how the Jets would practice at Hofstra.
It’s a minor detail. And it happens naturally in a human conversation.
But all of your inbound marketing should, as closely as possible, replicate these human interactions and seek to provide relevant, helpful content to your audience.
Do you give your audience different email newsletters to subscribe to based on their interests? Do you de-dupe email sends when you know someone has already taken advantage of the offer — for example, removing people who have already registered for a webinar from the invite?
What can you do to make your B2B inbound program more relevant to customers?
Lesson #4: Surprise and delight your audience
Once they know who you are, are interested in your story, and know it’s relevant…still, these are busy people with a million different concerns. Even if they’re reading your blog post, they’re probably skimming it and only half reading it. And, how likely are they to share it with their social network?
To stick out from the clutter, you really need to delight them.
When I noticed Rochester’s ring, I didn’t expect him to hand it to me. It was so far above and beyond my expectations that I didn’t even think to take a picture of the ring on my finger until the moment was well over, and I had left the Starbucks. D’oh!
How can you surprise and delight your prospects? How can you go above and beyond? Here’s a great example from the Quick Guide to Inbound Marketing for B2B with New Relic, a software analytics company.
The company had a photo booth at an event and turned the photos of visitors — along with their answer to the phrase “Data helps me ___” — into virtual picture billboards it shared on social media. A great inbound strategy — customers hearing from customers.
But, the New Relic team didn’t stop there. They decided to surprise and delight. They turned the virtual billboards into tiny physical billboards that they then mailed to the customers. What do you think happened when they received those billboards in the mail?
They were surprised and delighted, so they shared that story with their peers on social media. Just like I’m sharing my minor brush with Super Bowl history with you.
“It’s really important to connect on that personal level, because no matter how big the companies that you’re selling to may be, they’re still people. And any time you can find a way to engage that’s a little unexpected and fun, that makes a huge difference,” said Baxter Denney, VP of Growth Marketing at New Relic.
You can follow Daniel Burstein, Senior Director of Editorial Content, MarketingSherpa, on Twitter @DanielBurstein.
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