No brand can escape marketing, every business needs a marketing campaign that delivers results. To support you with your campaign development, here are sixteen tips to achieve success.
1 . User-generated content
User-generated content refers to content that’s made by people as opposed to brands, and then posted on a social platform. The content could be a video, image, or a review. UGC is useful because consumers often will create content that features a brand, or is relevant to a particular industry.
According to Everyone Social, ‘79% of people say UGC highly impacts their purchasing decisions.’ ES research also demonstrated that ‘Millennials find UGC to be 35% more memorable than content that came from mainstream sources.’
Stackla CEO Damien Mahoney explains that,’ Billions of images are shared on social media every day. Buried within them are the most authentic and relevant brand experiences that people crave and brands can’t manufacture.’
2. Shoppable posts
Shoppable posts allow people to make purchases by clicking on a social media post. There are several different types of shoppable posts, some posts feature images and others use interactive videos.
To fuel the success of your shoppable posts it’s a great idea to run special promotions or contests. Brands might also like to collaborate with influencers, to boost the visibility of these posts. There are several advantages to running shoppable posts such as increased sales, data collection, and brand storytelling opportunities.
3. Several types of video
Brands know that video content delivers, but are you using enough video content? There are plenty of different types of video content that you can focus on:
Educational Videos:
Customers enjoy learning new things and researching topics online. When brands create educational videos they can boost their credibility, engage consumers, and support SEO strategies.
Product Videos:
Want to show your consumers what your product can really do? What better way to do so than a product demonstration video? Using this type of content you can get your customers excited about the benefits of your product.
Live streaming:
Brands can use live streaming videos in various ways. You might like to offer Q&A sessions with your customers, or host live events?
These are just a few of the video content types which can help you to improve your marketing campaigns. Other options include brand films, animation videos, or personalized marketing videos.
4. Interactive content
Interactive content is a fantastic way to engage your audience, access data, and widen your reach on social media. Brands have many options for interactive content, including polls and quizzes, contests, infographics, or posts with multiple-choice questions.
You might also like to create interactive videos, this type of content tends to have a high engagement rate. Branching is one of the most popular interactive video techniques right now. According to Breadnbeyond, ‘With branching, you let your audience choose and create their adventure by providing them with interactive storytelling.’ The process works by providing your audience with narrative-based questions and prompting them to click on different links.
5. Call in the professionals
You’ve probably got the idea that marketing covers so many different tactics and tasks. Unless you have a certain level of expertise it can be difficult to market your brand alone. Hiring a digital marketing agency is a solid investment to help you build a high-performing campaign.
There are so many different agencies out there, so how do you know which one is right for you? The best tip is to choose an agency that specializes in your industry. That way you work with experts who can create a tailor-made solution. There are plenty of niche marketing agencies whether you need a healthcare digital marketing agency or a marketing company for law firms.
6. Contextual marketing
Contextual marketing refers to a strategy to ensure that the content is relevant to the consumer. The idea is to serve ads to people based on their preferences and interests. Using social media ads brands can target the appropriate demographics, and show ads to the right people. Social platforms such as Facebook allow brands to select various demographics to improve their user targeting.
Brands can also practice contextual marketing with the help of retargeting. With the help of retargeting brands can show ads to those people who have already visited their site, yet did not make a purchase.
7. Focus on sustainability
People are actively looking to buy from brands that care about the planet. If your brand doesn’t take responsibility, you risk being boycotted. There are so many ways that businesses can focus on sustainability. You might focus on using sustainable materials and practices, or support sustainable charities within your local community.
When you deliver your marketing campaigns you’ll want to ensure that your audience understands your sustainability efforts. Educate them about what your brand is doing to make a difference.
8. Influencer campaigns
Working closely with content creators is a fantastic way to level up your marketing strategy. Content creators like influencers know how to produce killer campaigns that get results. Contrary to popular belief you don’t need a big budget to collaborate with some great influencers. Working with nano influencers is not expensive, these creators have small audiences, but high engagement levels. Influencer marketing campaigns are a great way to build an online presence.
9. Use testimonials
Research from Business2Community demonstrates that ‘customer testimonials are the most effective form of content, coming in at an 89% effectiveness rating.’ Before customers commit to buying a new product they want to see positive reviews and glowing testimonials. Unless your consumers find these things it can be difficult to get them to trust your brand.
10. Improve your brand story
Great marketing relies on a unique brand story and engagingly delivering that brand story. Your brand story should focus on the tale of how and why your business exists. What challenges does your business respond to, how can your product be used to solve these problems? What is your vision, and above all what makes you different? To craft a winning brand story you’ll need to focus on questions like these.
To communicate your brand story to your audience you’ve got plenty of options. Your business might use videos, live events, or blog posts. Most businesses use a range of different methods to get their brand story out there.
11. Focus on analytics
Developing an effective marketing campaign isn’t just about the tactics, it’s about reviewing your performance, and identifying areas for improvement. Brands need to analyze and track all their marketing efforts and focus on this data. There are several marketing analytics tools that brands can use to improve their tactics. You might try heat mapping tools to assess user behavior, or software to assess the performance of your content.
12. Improved CRM
Third-party cookies are being phased out, and brands need to prepare for this. According to data from Hubspot, ‘41% of marketers believe their biggest challenge will be their inability to track the right data.’
If you’ve relied on third-party data for your audience targeting now could be a good time to improve your Customer Relationship Management. It’s important to note that it’s just third-party cookies that are getting the boot. Google is still going to permit first-party cookies, these will permit you to gather basic web user data.
13. Run events online
Looking for a great way to improve your marketing campaigns? Running online events is an awesome tactic. Online events are a great way to entertain your users, establish thought leadership, interact with your audience, and drive engagement. Whether you’re looking to increase brand awareness or reach out to new audiences online events can empower you in plenty of different ways.
As you can imagine it can be slightly more difficult to engage users compared to an in-person event. The key is to put plenty of effort into the planning stages, focus on unique touches that will give your event the wow factor.
14. Quality content
Consumers grow weary of seeing the same type of content everywhere, low-quality content quickly becomes frustrating, and it will do nothing for your credibility. Brands need to focus on producing well-thought-out content that’s high quality and offering something special.
It’s more important to produce less high-value content than lots of low-value content. Unless you put effort into your content creation, your consumers are going to get bored pretty fast.
15. Marketing automation
With the help of marketing automation brands can save time and improve their ROI. There are several different types of marketing automation including email automation, automation of web forms, analytics, and social media automation. Automating processes help brands to streamline their marketing efforts.
16. Create a podcast
Podcasts are a great way to provide your audience with unique content and offer extra value. Succeeding as a brand isn’t just about the products and services that you offer. It’s about becoming an authority in your industry, going the extra mile, and building a community.
Podcasts are one of the best ways that you can build a community. You’ll grow your following and have the opportunity to educate your listeners. Podcasts also provide the chance to interact with your audience, for example, you might host regular Q&A sessions.
Developing an effective marketing campaign takes a great deal of research and planning. Making progress relies on an ongoing effort and a willingness to revise tactics regularly.
It’s important to reward your employees and show appreciation for their efforts. It’s been another tough year and giving your employees a little something extra to thank them for their hard work.
Employee rewards help boost morale and help your employees stay motivated. Ending the year on a great note can show your employees that you care, helping them stay loyal and ready to start the new year on a positive note.
Give an extra-special thank you to your employees this year with some of the following ideas for employee rewards.
The pandemic has had a significant impact on families. Some have lost their jobs, lost loved ones, and more. Being able to help make the holidays a little easier for your employees can be a gesture that they’ll really appreciate.
Gift cards are a great reward for employees that they can spend as they wish, which can help with planning Thanksgiving, Christmas, and more. Buying hams for employees around the holidays is a thoughtful gift that can make a difference. The holidays can be hard for a lot of people, but going that extra mile could make this year a little better for your employees.
Go all out with your office party
There are a lot of great reasons to go all out with your office party this year. Many teams will have become dispersed due to remote working, so getting everyone together can really help lift spirits. It’s also a great way to say thank you after another year of hard work, helping everyone let off steam and get dressed up for the night. Your employees deserve an evening of fun to thank them for their hard work.
Give them some time off
One of the most generous rewards you can give your employees is some time off. There are a lot of companies that have been giving employees time off to help morale and mental health. Some extra time off at this time of year could be very gratefully received, helping employees spend quality time with their loved ones. After working through this challenging time, a break could be just what they need to feel refreshed and recharged.
If providing some extra time off proves successful for giving your teams a boost, it could be something worth considering every year as a welcome benefit for your employees.
Pay for a subscription service
Subscription services make an excellent gift, so why not treat your employees to some well-known subscriptions to end the year? They’re the type of gift that is always welcome, especially if you can roll it on for the entire year. You’ll find a lot of great ideas for cool subscriptions gifts that keep on giving. From Spotify to Netflix or even a food-based subscription, you’ll be sure to find the perfect selection for your teams.
Provide wellbeing treats
If you want to help boost employee wellbeing, then consider gifting some treats that will help them feel great. Wellbeing treats can include ideas such as spa coupons, discounted gym memberships, gift cards to do something special, or even some wellbeing events at work. Rewards that center on wellbeing can help employees feel relaxed and reduce stress - something that many will be in need of after a difficult year.
Providing a wellbeing-based reward can help your employees enjoy a bit of self-care and something that will boost their spirits. But remember that employee wellbeing should be a priority year-round, making sure that their health is always put first. From healthy eating at work initiatives to office-based fitness classes, there’s a lot you can do to help your employees stay fit and well
Create the perfect care package
Care packages and hampers are another thoughtful treat to show employees that you care. Food-based care packages could include tasty treats from local vendors, or you could include some luxury goods too. Including a personally addressed note to thank individuals for their efforts can make another thoughtful touch that will show your appreciation and make your teams see that their contributions matter.
By finding special ways to reward your employees, you can show them how much your business values and appreciates them. These rewards may have a monetary value, but they mean much more than that. While incentives are one way to help your employees perform their best, they can also be a sign of a respectful and caring workplace. Go the extra mile to reward your employees this year to thank them for all of their incredible work.
Employees are the backbone of any business. They work hard to generate revenue for the company and help it grow. It is important that you take care of your employees so they can perform at their best, but what does this mean? There are many different things that an employee needs in order to be productive and happy; here are three of them!
Employees who feel like they are not being compensated fairly or that their efforts do not align with the incentives given to them will become less and less productive. The same can be said for employees who receive regular praise and recognition but see no change in compensation. Some companies try this method by using a "progressive discipline system," where an employee has low pay at first before receiving raises if they work hard enough to prove themselves; however, it is important to make sure your company's practices aren't unfair - you don't want any false claims of discrimination!
On top of monetary rewards, many studies show that non-monetary awards such as public acknowledgment (e.g., certificates) have just as much effect on motivating employees. That said, small rewards are nice, but if you can provide a sense of ownership to your employees by letting them participate in the decision-making process (e.g., they are invited to meetings or their input is sought out), then that would be ideal! In addition, if an employee feels like they aren't being compensated fairly, it may lead them to find another job offer somewhere else where their work will pay off more.
#2 Adequate systems and software
Employees need to know what they are doing and how to do it well. If company systems (such as email, internal documents, etc.) aren't clear or easy-to-follow, employees won't perform their best! Therefore, it is important that your business has good software for things like employee management - sometimes called Human Resources Management Software (HRMS).
This will allow you to track data on everything from payroll to vacation time.
Using a system such as go high level support will make the process of hiring new employees easier because all applicants can receive an account instantly and fill out forms at their own pace rather than having several people in different departments filling out information independently through emails and spreadsheets, which could cause some issues with consistency and accuracy.
#3 Proper equipment and environment
Employees need to be able to do their jobs well, and this doesn't mean just having the right skills for a job. They also need equipment that is up-to-date and not too old or broken down. For example, old computers may become slower over time which could lead employees to take more breaks because they have nothing else to do while waiting for files or programs to load - ultimately wasting company money!
Having good office equipment will allow your workers to focus on what matters most: their work, without interruption from technology issues. Not only will it help them perform better now, but if you upgrade gradually over time, then you won't have as many costs all at once when buying new software/hardware every few instead of letting things get so bad that you need to replace everything at once.
It is important for employees to be able to work in a comfortable environment, whether they are working in an office or at home. If employees are uncomfortable, it will show in their work, and they won't be able to perform as well, which could lead to frustration and turnover.
Entrepreneurs know how hard it is to secure funding and small businesses of all kinds sometimes live and die on the whim of an investor. This is why they are often called angel investors because they might be the ones who give you all the funding you have been searching for. However, what happens when an investor is not pulling through on their end? They owe you money, the next installment of the funding has not come through and yet you have signed over a piece of the business to them. What should you do? Well you may not have to go down the legal route, they may just need reminding. Or they have to be made to turn out their pockets kicking and screaming, either way you will get your funding.
Catch up coffee
The old trick about catching up over coffee might do the trick. You can ask them to meet you in a local coffee shop. You may be in the same city or region, at a particular time, ask them then. If they are in another country, you can still ask to talk over a cup of coffee using a conference call software. Make sure that it is on a pleasant day, maybe the weekend where they can’t make an excuse to get up and leave to head back to the office. Then spring it up on them, about the late payment. Ask them when it will come through, tell them what kind of projects the funding will be used for, etc. this may have just reminded them or they may have been convinced that they should stay with you for the long haul and not drag their feet on their way to the exit door.
Get someone on it
Do not forget, this is a two-way street. If you have signed a contract with them, that doesn’t mean it is their contract per se. They are also beholden to the obligation they signed up to. So you have every right to use collection agency software to find out where they are, what business name they use, use databases to find their home address to issue a letter warning or find their professional office to do the same. They need to know, you need the funding and they owe it to you for the piece of the pie that you signed over to them at the beginning.
Simple mistake
Don’t panic, it might be a simple mistake. They may be an older investor who forgets what kinds of dealings they have going on, or they may be very busy. Just give them a simple reminder through email and follow up with a phone call. Ask to speak with them directly if you get their secretary on the phone. It can be better to break the ice by thanking them once again for their financial support and belief in your business before you ask about the late payment.
Investors can save a business and for that, you should be grateful. But it doesn’t mean you become a servant to them who just take the scraps and be happy about it. Chase your funding up and get what you deserve.
If you have a business idea, but you know that you aren’t aiming to sell to the every-person market, you’re looking to hit the luxury market - this is for you.
One of the most exciting things about the most luxurious brands is that they have a range of cheaper products. These more affordable products are more accessible to a broader market but don’t hold the same weight as the high-ticket items.
Some luxury brands have long-standing names, and it is history that sets them apart - but modern luxury brands don’t need history on their side.
Start-ups that are aiming to crack the luxury market have a wide range of tools at their disposal to make sure that they are the only brand you want.
So how do you do it? How do you take any product or service and turn it into a luxury item?
If you are selling to everyone, then you are effectively the opposite of luxury. While there can be luxury brands for the masses, true luxury feels inaccessible to many.
Luxury brands do so well to target a specific niche that they know can afford their products. It’s not always about the product either. It is the ability to say you have the item.
From bags to cars, it is about symbolic value. Of course, the product needs to perform, or the value will significantly decline over time, and it will no longer be covered.
To dig deep into your niche, you need to highlight products that affluent individuals value.
The quickest way to make something exclusive to a single market is to ensure that the price point is high.
Uncompromising
Not a single stitch, clasp, or service packages should be anything less than exceptional. When you sell to a luxury affording audience, they expect quality for their money.
Mass production does often lead to flaws in the product, and therefore a reduction in the quality. It is your job to make sure that your manufacturing methods are incredible.
Quality control will be at the heart of the operation.
When we buy something in a regular price bracket, we aren’t so surprised when it’s not a luxurious experience from start to finish.
However, when you are dealing in luxury niche items, the moment someone becomes aware of your brand, through to delivery and unboxing, it should feel incredible.
You will also need to make some firm decisions when it comes to unsold - out of season merchandise. There are high-end luxury brands that destroy all of their goods that are surplus or out of season.
Louis Vuitton is an example of this. Rather than dilute the brand, they never go on sale, and they never have surplus stock that filters down to outlets.
While there are some lower-priced LV items, they still hold a symbolic value.
Your brand experience needs to start with your website and marketing. Flawless marketing videos using sleek innovative methods from an animation studio can put your brand on the map as modern and fun but still targeting the affluent market.
Not like the others
Your brand is like everyone else; it isn’t exclusive or deserving of that nightly coveted niche market.
Luxury brands stand apart from other offerings on the market, and that is in any industry. You no longer compete with them when you don’t put your products and services in the same category as the more readily available and lower-priced markets.
One of the significant differentiators between brands is their features and the power associated with owning the item.
Quiet luxury has always been in fashion. Quiet luxury is the expensive type of luxury but rarely has the symbol of their brand on them. Only other owners know how costly or limited the items are, and it becomes almost like a secret club. Typically the styles are classic, the prices are high (for most people), but the quality is incredible.
The materials used for high-end brands are of incredible quality. The design is typically sleeker, and more people have focused on creating a final product, unlike millions of other brands on the market.
Rare - but there
Touching on quiet luxury above is something that is within the realms of the rare but there exclusivity.
One of the fastest ways to create exclusivity is that the product has a limited run, unattainable price (or no pricing on the website), country exclusive, and any other barriers to obtaining the item.
A great example of bags that are constantly sold out is the black-owned brand Telfar. Telfar is in the middle price bracket, and yet every drop they have - sells out. Their tagline is Not for you - For Everyone, and yet they are challenging to get.
A prime example of using exclusivity to increase sales, and the item is there challenging and within reach for many at a reasonable price point - but never available.
When it comes to catering for affluent clients with a big budget and a specific taste, then from the moment you conceive the product. You are looking to present a service or product that isn’t set out to compete in the market - instead has its market and is not concerned with competition.
Unlike many markets, the luxury market doesn't always place its purchase decision at the price point. While it comes into play - it isn’t the deciding factor. Financial extravagance offers something much more interesting: exclusive items, access to designers to commission work from, and investments.
Luxury items in fashion and jewelry often hold their value, and unlike technology and some cars, they increase in value when kept in good condition. Luxury items aren’t just coveted for their initial use; many bags sold by Chanel soon after sold out resurfaced many years later with a higher price tag.
And, one of the most important things is, as you launch your luxury brand, always keep in mind that digital art (NFTs) and digital fashion are making a big splash - and those two are aimed at a luxury market, with clients looking to make investments.
Location Barrier
We have talked about the barriers that can be placed to almost prevent people from buying the product. But barriers somehow make the product more enticing - of course, because FOMO is a serious thing.
But when you have plenty of cash and a location isn’t difficult to get to - then you can bring your audience to you instead.
We know that everything is online, and you can order anything you want at any time. But what if you follow in the footsteps of some high-end brands and just made an online purchase, something that isn’t possible?
Online purchase for expensive items isn’t something that has always been possible. But now, you can purchase a car and have it delivered without ever sitting in it.
High-end brands like Chanel believe that their clients deserve a complete shopping experience, which can only happen when people enter their stores. Although their perfume, skincare, and smaller items are available online via multiple retailers.
Celine offers a limited selection online; for anything more than perfume, you have to go in-store too.
The limited off from Celine is their broader consumer product being widely available online, and their higher-end, more premium items have a location barrier.
The final offering should be the most unique of all - a service that is only accessible without a price tag and undoubtedly hands-on. Producing whatever it is you do, completely bespoke.
Facilitating the most personalized requests worked into the product of service and creating something that will only work for the buyer is a skill.
Perhaps, say you make handbags, you have a rare cut of leather available - this can be kept in the private collection, only available to a bespoke design.
Tailoring your services makes them even more interesting because once one person has something unique, the demand for the dame product arises. Of course, you can’t replicate that - but you can offer them the same services to create something unique.
Website
If your website is anything less than sleek and perfect, then it isn’t worth having. The customer experience needs to begin from the moment that your name appears in the search engine results.
Everything about your website should be functioning, sleek, easy to navigate, and straightforward, Making use of white space, choosing the right font, and carefully selecting which images make the grade and which don’t.
Every tiny detail will be magnified and scrutinized when it comes to people who have a lot of cash to spend and what the best that money can afford.
Of course, to be exclusive, perhaps your focus is on being so exclusive that even money can’t buy your products.
Consider the legacy that the Hermes Birkin bag has - no one knows how long the waiting list was to buy directly - you are free to arrange an appointment with your nearest store, but there is a strict list about who can and who cannot buy a Birkin bag. You’ll also be on the waiting list for it to be made.
So when it comes to selling your products to a luxury market, the efforts are worth it in the end - but how you build your business from the ground up is vital.
