Advertisers spend a poultice of money running media – TV and radio ads, billboards, direct mail, electronic direct mail, online ads, etc etc. And that will never change. (At least we hope not, or we’re out of a job.)
But what might supplement that at low cost? Even – drum roll – what might work harder?
Well, how about a well-loved media personality with a strong social media presence speaking highly about your product to his or her fans and followers?
The world is agog at the romance between Meghan Markle and Prince Harry Windsor just now. So imagine if Meg took to the online world (where she has a substantial presence) and wrote “I’ve told Harry I want to have our honeymoon in Australia – it’s just the most romantic place in the world!” That’d be worth millions in overseas advertising for Tourism Australia, right there.
Influencer marketing is growing because savvy marketers have worked out that fans tend to trust recommendations from people they see as reliable, smart, or “thought leaders”.
The right influencers establish their credibility through each social media post or advertisement. Then when they work with brands, it’s because they genuinely believe in them, and that “brand trust” is passed on to consumers.
Action point: Think of every celebrity or thought leader you know who is big on social media who you think “meshes” with your brand attributes and its qualities. They may be willing to help for little or no remuneration, or alternatively to establish a remunerated long-term social media relationship. First step, have a think.
Next time you checkout your Facebook feed, chances are that a big lump of it is video. And here’s a fun stat to share with your colleagues round the marketing team table: mobile video views grew six times faster than desktop views in 2015. In fact, in Q4 of 2015, mobile video views exceeded desktop views for the first time ever.
Never mind the Age of Aquarius, we’re in The Age of Mobile Video, and it’s time we all embraced it. With a smart phone anyone can produce clips of video and upload them, so this is a technology available to everyone from a single person SOHO to a multi-national corporation. Just keep it interesting, eh?
Action point: Grab your mobile phone and make a video about you, or what you do. When you’re happy with it, upload it and see what happens. You can do this!
Target Gen Z – fast
What makes Snapchat popular? The fact that the content is ephemeral and vanishes. A thousand sins or mis-steps gone in seconds. Snapchat’s rampant rise in popularity did a lot more for the world of social media than just give users another platform to use. It demonstrated that users believe disappearing or short-lived content has a value. Indeed, some think this is a key attraction for Generation Z, the consumer cohort famous for having an eight-second attention span (or less). See our post on 1 second ads.
Action point: think about how you could integrate short-lived content into your content strategy.
Action point: do you HAVE a content strategy?
Social Media “Buy” Buttons
We are moving into an age where purchasing doesn’t just happen on a third-party site. Why should users have to leave their preferred social media site in order to buy something? “Buy” buttons are quickly turning social media sites such as Facebook and Pinterest into social shopping experiences. This is a mega-trend anyone selling online needs to understand.
Action: How could a Buy button work for you? How would it extend your “funnel” of buyers? How could you trial it?
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