Businesses are seeing the importance of getting on the good side of industry influencers as a marketing tactic. Benefits include, but are not limited to, achieving business goals and improving brand perception. Engaging with influencers can boost everything from subscriptions to installs.
How important are influencers to the success of your app?
What Makes Someone an Influencer?
The simplest version: an influencer is a person who exerts a great deal of influence in an industry. This can simply be from the sheer number of followers the individual has on social media—assuming those followers are actually relevant to the industry and not just random people.
Burst Campaign Vs. Influencer Activity
Burst campaigns involve using low-quality content to engage as many people as possible for as little overhead as possible. While this may produce some results through sheer volume, it certainly does not improve brand perception.
On the other hand, the activity of influencers on social media has been able to provide businesses with the same degree of benefits, but with the added benefit of a positive light being cast on the brand. There’s really no way to compare the benefits of a burst campaign to how much good an influencer can do for your brand.
How Influencers Affect Lifetime Value of Customers
You also have to recognize the effect on the individuals who become a customer as a result. When a person is reached by some mass marketing campaign, the lifetime value of this individual is only one-half to one-third that of a user who installs your app organically. People trust influencers every bit as much as they would a trusted friend, which means better engagement. Metrics show that they can drive installs and improve the value of your users.
Platform Is Key to Influencer Selection
Remember, some influencers hold sway only in a certain domain. A vlogger may rule YouTube but have limited influence on other platforms such as Twitter or Instagram. Be sure to wisely choose the influencers you seek endorsement from so that the audience who learns about your app includes the people who will use it most.
|No comments||This entry was posted by EIC Social Media Team on July 13, 2016 at 11:00 am, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Most of us agree that using banner ads as a form of digital advertising is a very flawed system. However, there are solid reasons this form of advertising has become entrenched and is not going away anytime soon. Let’s consider a few of these reasons.
They Get the Job Done
Before you cry foul on this statement, it’s important to look at the research. Banners show an increase in meaningful KPIs. Everything from brand awareness to purchases its improved. Be aware that these statistics refer only to viewable banners. Running into a problem with banners that are not viewable is just one of the many issues with banner ads on the whole.
Do You Have a Better Idea?
This is one of the problems in breaking away from banners. Digital marketing campaign values can fluctuate as much as the stock market, but the value of banners seems to stay relatively the same. Since we haven’t come up with anything else that is so consistent, it’s tough to kick the banner habit.
Banner Ads Have Been a Part of Digital Marketing From Day One
There’s really no way to predict what technologies will take hold while others fade into obscurity. We’ve seen the battle time and time again with things like Beta vs. VHS and HD-DVD vs. Blu-Ray. You never know which tech will win, and sometimes the reason for one rising above might not even be clear years later. This is basically the story of banner ads. They arrived before any other form of digital marketing, and that has given this form of advertising a foothold that has stood the test of time in an ever-changing industry, regardless of the flaws.
Marketers have to count every penny budgeted to digital advertising, and banners can be at a lower price than many other marketing avenues. When it comes to non-media spending, it quickly becomes easy to make a case for continuing the use of banners.
Is the banner a great way to advertise in the modern digital world? Probably not, but do you see anything else replacing it anytime soon?
|No comments||This entry was posted by EIC Social Media Team on July 6, 2016 at 11:00 am, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
The scope of content marketing is continuing to grow from year to year. The amount of content being created and posted every day is astonishing. The adage that content is king is not going away anytime soon.
The Content Marketing Facts You Need to Know
However, a few things about this form of marketing may surprise you. Here are 5:
- Quality Is Hard to Come By – The more we do content marketing, the more we see the importance of quality content. One survey revealed that unfortunately today 63% of companies feel like quality is their primary challenge. It’s amazing that brands continue to find it difficult to produce quality content.
- The Top Content Mediums Are Blogs and Social – We’re constantly trying to come up with new ways to deliver content, but blogs and social media content still rise to the top, especially when to come to B2B marketing. Maybe 2016 will be the year we find something better, but blogging is a solid way to boost SEO and to position your brand as an authority. Plus, it gives you something to post or link to on social.
- Content and Business Goals Don’t Match Up – Surveys show that the number one goal for most businesses is branding, but only 4 in 10 responders listed branding as the top priority for content marketing. If a company’s goal is branding, and content marketing is the number one way to communicate with consumers, why is branding not the primary content objective?
- Content Is Being Developed In-House – Why do 1 in 3 marketing departments continue to do their own content development and editing? Maybe it’s because there are so many bad content companies and freelancers out there. The key is finding the right source for content.
- Tech Options Are Unsatisfactory – Most marketers still feel that available tech options are not keeping up sufficiently. For example, automation software and social listening tech fail to live up to the expectations of many marketers.
If your brand is dealing with some of these issues, at least you know now that you are not alone.
|No comments||This entry was posted by EIC Social Media Team on June 29, 2016 at 11:00 am, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
With more than 400 million active users, Facebook’s little sister is becoming one of the primary social media platforms in its own right. It’s been a couple of years now since Instagram introduced ads, and a lot of changes have been made since then, especially recently. Let’s look at some of the most important new factors about Instagram’s growth.
Instagram’s Growth Projections
The growth of social media in 2016 is estimated at about 3%. However, for Instagram’s growth, that estimate is 15%. More than 1/3 of smartphone users are active on this social media platform. For Millennials, the demographic that all marketers are fighting for right now, the figure is even higher. It is expected that within 3 years, 2/3 of Millennials will be actively using Instagram.
Instagram Produces Engagement
The speed at which Instagram is growing isn’t the only reason it is an important social media platform for marketing. It also creates more user engagement than other sites. In fact, even after a slight decrease in engagement recently, Instagram still offers double the interactions of a Facebook post and 10 times the engagement of a tweet.
Marketing on Instagram
Instagram has a number of new features for marketers to take advantage of. Consider the following:
- 60-Second Videos – This is a huge upgrade from the 15-second videos that were allowed previously. With videos auto-playing and auto-looping, you have the opportunity to mount tons of views, and end up on the explore page of thousands of potential customers.
- Image Carousels – This is a great way to add multiple images to an ad and tell a story in pictures instead of video. The user has the ability to swipe from one image to the next, giving your ad the feel of a glossy magazine.
- Landscape Ads – Now that the social media platform allows vertical and horizontal images to complement square images, you don’t necessarily have to crop photos for your ads.
You can also look forward to some future updates, including:
- Business Profiles – Facebook and LinkedIn offer company pages, and Instagram isn’t far behind.
- More Performance Data – We’re already seeing a number count on how many video views— and not just likes. Expect more metrics in the future, and not only for your sponsored content.
- Mobile Ad Buying – You won’t even have to sit down at your desk to buy ad space.
There are some exciting marketing opportunities behind Instagram’s growth. Look for these updates and more to improve your Instagram marketing experience.
|No comments||This entry was posted by EIC Social Media Team on June 22, 2016 at 11:00 am, and is filed under Smartphones and Apps. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Many say that marketers have their own language. We certainly do love adopting terminology, and with how fast the industry changes, the jargon can change just as quickly. The only downside is that it can lead to confusion if we are not all on the same page about what certain terms mean. We’re going to look at and clarify a few important marketing terms.
What Is the Difference Between the Marketing Terms Predictive and Segment Targeting?
Predictive targeting is an algorithmic way of defining an audience. Rather than using a few demographics like age or gender to target consumers, predictive targeting takes into account any number of factors to single out individuals instead of groups of people.
Segment targeting selects people by demographic. It may be something as simple as location or race, but the target audience may also be defined by things such as interests or values. Today’s digital world makes it far easier to track people by likes and dislikes since consumers are more than happy to share that information, especially on a social media profile.
Segmented targeting allows you to easily market to the group of individuals you find most likely to want your product. However, anyone not in that group will be left out. Predictive targeting gets even more specific, and chooses your market by individual without discriminating by certain demographics.
Intent to Purchase
Sometimes the behavior of a consumer shows that his or her intention is to buy a product now and not simply to do research. We call this purchase intent. You want to target these customers most strongly, especially with a paid ad campaign, because they are the most likely to convert into a sale. Indicators of intent to purchase may include certain search words, and can also be related to demographics.
For example, a 15-year-old girl may be looking at wedding dresses online, but she’s probably not going to make a purchase today. A 22-year-old woman with a fiancé and website on The Knot is likely to convert into a sale. Other factors to consider include whether or not the specific individual has the propensity to make purchases based on his or her history.
These marketing terms are all vital when it comes to targeting the right audience and developing campaigns that produce a high conversion rate.
|No comments||This entry was posted by EIC Social Media Team on June 15, 2016 at 11:00 am, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Here’s our third and final post (for now) dealing with the best social media practices for your brand. Hopefully, by implementing the suggestions in these articles, your company can engage consumers on a level that increases awareness of your products or services—and at the same time builds trust.
Make sure you have typed everything correctly, you are using the right image or video, and that every link works perfectly before you post. The Internet is forgiving in the sense that you can edit your post. However, the Internet is unforgiving in that someone can screenshot your error and make it viral. Better to get everything right the first time.
Use HD Pics and Video
You never know what type of device your users will be viewing your post from or what their screen resolution will be. It’s better to err on the safe side and have everything be in a high-enough definition to look good on every device, but not so much that someone won’t want to burn through all their mobile data to view your content if no Wi-Fi is available.
Tag Posts Properly
How you tag a post will depend on the social platform you use, but the hashtag is becoming fairly universal. By using a good mix of industry-appropriate tags, brand-specific tags, and trending tags, you should be able to maximize the audience that sees your social content.
Practices Like Paying for Likes or Followers Is a No-No
If consumers can tell that your likes or followers are either bots or are clearly being paid for, that will hurt your brand’s reputation. Plus, paying for followers and likes rarely, if ever, will provide you with a decent ROI. You are better off gaining your following the old-fashioned way—through high-quality content.
Avoid Controversial Topics
The big three areas to avoid would be politics, religion, and sex. Of course, it’s a different story if your company is directly related to one of those three topics. Try to avoid taking a controversial position, however, even on something that has been in the news or is currently trending. It rarely has the desired effect.
|No comments||This entry was posted by EIC Social Media Team on June 8, 2016 at 4:30 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Are you ready for some more social media marketing tips? Whether you are new to the social media realm or simply want to step up your company’s online presence, these tips can help you to build your brand’s accounts the right way.
Maintain User Experience
When people check their social media accounts, they have a general idea of what to expect. For example, on an Instagram accounts, a woman may hope to see the latest images of her niece or nephew, photos from a college friend’s wedding, and her mom posting a blurry picture or the family cat. The question is: Will your brand’s image maintain the proper feel of her feed or will it take her out of the optimal user experience? When a brand becomes intrusive on social media, fans abandon ship. When you fit in as part of the family, you create loyal customers. Tailor your style of posting to what your target audience will want to see in a daily feed.
Handling Your Brand’s Negative Attention
It is impossible to avoid negative attention online. However, you don’t have to have a knockdown, drag-out brawl with a disgruntled customer in front of everyone in order to prove that you’re right. Most social platforms have a direct message setting. By responding politely to negative feedback, and encouraging the conversation to continue in a private setting, you quickly gain the high ground. Consumers see that you are quick to deal with problems, but you won’t air someone’s dirty laundry for the whole Internet to see.
Quotes and Reposts
Always cite your source. It’s not just necessary for the sake of copyright, but it also keeps customers happy. If you repost a fan’s message or image, give them credit, and you could be making a friend for life. And remember that when a customer clicks a link, they expect to end up on a site that has to do with the link text. For example, don’t speak about a pop star, include a link, and then have the link go to your eCommerce site. That’s misleading.
Good Manners Are Appreciated
Poor manners abound on the Internet, so saying thank you is a great way to improve brand perception. Thank customers for nice comments and express appreciation if they tag you in a favorable post. If you specify a hashtag for your brand and someone uses it to reference your product or brand in a positive way, at least like or favorite the post if you don’t intend to repost it.
|No comments||This entry was posted by EIC Social Media Team on June 1, 2016 at 4:30 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Social media can be a slippery slope for businesses that are just getting their feet wet. How can you navigate the social norms and come out ahead? Here are some tips that will help your social media accounts create engagement without causing controversy.
Choosing Social Media Accounts Wisely
It’s a bad idea to try and keep up with a social media account on every service available. First of all, this will pull your content in too many different directions. Second, it can be tough to keep up a dozen accounts properly, and the only thing worse than no account is a stagnant social media account that doesn’t gets updated regularly. Having said that…
Post Regularly and at the Right Time
Depending on the social media accounts you choose to use, it may vary what is considered an average amount of times between posts. However, the point of being social is to communicate, so daily posts are the norm on almost any platform. Check to see how your posts perform, and you can eventually post only at the times you see the most interactions.
Maintain One Voice
If you have more than one social media account, make sure that all of your accounts accurately convey brand values. While consumers may expect your accounts to have different people running them, it shouldn’t be obvious when a different user is at the helm. Content, comments, and even whom you choose to follow back should be consistent. This builds trust in your brand.
In the social media world, companies have two primary options—you can entertain your audience, or you can educate them. No one wants to be sold to while on social media, so don’t be pushy. Entertaining and informative posts will move consumers to interact with your brand and can lead to loyal customers.
Have Real Conversations
Real people can tell when they are communicating with an autoresponder. Have an actual person available to read and respond to comments or to comment on your fans’ posts. That kind of social interaction is what this medium is all about. The worst thing you can do is to ignore messages. Responding within a day is an important rule of thumb to show that your company cares.
|No comments||This entry was posted by EIC Social Media Team on May 25, 2016 at 4:30 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Retail apps, social advertising, and expedited shipping are a few of the things that are shaping the future of online retail sales. We have three more digital trends to share with you that will keep online retail sales booming.
The Internet has made it easier than ever for someone to run a retail store out of his or her garage, basement, or living room. Etsy has allowed thousands of people to start their own small operation. Stores operate by selling through Amazon and eBay. Uber is a great example of how peer-to-peer sales has spilled over into the service industry via the Internet. But again, don’t expect corporations to lose out just because more people want to run their own little stores. The Amazon and eBay examples noted above are ways retail companies are making sure they get a cut of the peer-to-peer retail revolution.
Evolving Price Control Infrastructure
One of the interesting things about shopping online is how quickly prices change. You may save an item in your Amazon shopping cart only to learn that the item cost has doubled in a few hours. But have no fear because two days from now it may hit an all-time low, giving you the deal you were seeking. Stores don’t work like that. Someone needs to wander the entire store printing labels to make sure items ring up at the same price as they are marked. The two worlds collide when stores offer in-store pickup at an online store’s price. What if the local store sold something for more than the online store? This can result in confusion and frustration for the buyer as they wait for local retailers to communicate with corporate about the online price. Electronic in-store pricing may be the next trend that allows prices in a brick-and-mortar store to update as quickly as an eCommerce sister store.
Content Is King, Even for Online Retail
Content in the retail marketing industry is continuing to evolve. Consider Redbox’s various means of enticing customers. Between SMS, email, and app-only discounts, users are treated to regular free and cheap rentals (for the first night). But special deals create engagement with users needing to text a code daily during a special discount week or by playing a little minigame (spin the box) to get the coupon code. Online sites like Alibaba have weeks of games and excitement for consumers to build up coupons for special sales. It all leads up to content being an important part of creating anticipation for the big purchase.
|No comments||This entry was posted by EIC Social Media Team on May 18, 2016 at 4:30 pm, and is filed under Digital Advertising, Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Retail sales are soaring, and that means more money to be poured back into marketing. This is particularly the case for digital marketing with the prominent role that online sales played in last year’s fourth quarter for many companies.
What are the hottest trends to boost your brand’s online sales?
Mobile Retail Apps
More people than ever are making purchases from a smartphone or a tablet. But retail apps are quickly becoming the hottest way to make a purchase from a mobile device. If your brand isn’t selling on an app yet, you are falling behind. Now is the time to develop an app, create a new app, or upgrade an old app that makes it simple for consumers to purchase what they are looking at without having to get off the couch or put down their morning coffee.
Sponsored Social Media Ads
We’ve been using social media to promote brand awareness and boost brand perception for a few years now. However, just about every major social media platform has now developed a sponsored ad system. This is an excellent way to combine the two things that people seem to like to do the most on their phones—socialize and shop. Native content places your ad seamlessly into a user’s feed and can create engagement while also providing a soft sales pitch. Paying per click, per install, per follower, or other actions is a great way to make ad dollars count.
Instant Gratification Calls for Expedited Shipping
Consumers who shop from mobile devices want what they want now. They don’t even want to get up out of their easy chair. Why would they want to wait a week for a shipment to arrive? Creating online sales involves being willing to offer great deals on fast shipping. And this is not just a trend for retail businesses. People want to be able to use their phone to order from a restaurant and have food waiting when they arrive. If the Internet has taught this generation anything, it’s that you should never have to wait for what you want. Consumers expect retailers to live up to that expectation, too.
|No comments||This entry was posted by EIC Social Media Team on May 11, 2016 at 4:30 pm, and is filed under Online Advertising, Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|