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Wondering how to create engaging video for your business? Want to use video more creatively in your marketing? To explore how to create engaging videos that work in organic social posts or paid ads, I interview Ezra Firestone on the Social Media Marketing Podcast. Ezra is an eCommerce marketing expert and the founder of Smart […]
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This morning, I made a quick Google search.
When the results page loaded, I spent time clicking through the first page of websites to find what I was looking for. When I didn’t find my answer, I clicked back to that results page to look at the next one.
This process took me through to the bottom of the page until I refined my search and started the process again.
I didn’t know it at the time, but I was actually contributing to a powerful metric — dwell time.
When we talk about metrics, we tend to focus on demographics. We ask questions like, Who’s looking at your site, where are they located, and what are their interests?. These interests help marketers make informed decisions about campaigns tailored to their customers’ interests.
Dwell time is the metric that runs through various search engine results pages (SERPs). It’s the time I spent reading those results pages before I went back to Google to take a look at other results.
Let’s explore more about what dwell time means, and its usefulness, below.
What is dwell time?
Remember that dwell time begins and ends with the SERP.
It’s important to note, dwell time and bounce rate are two different things. Bounce rate is what happens when a user clicks on one page, and then almost immediately leaves the site.
For it to be considered dwell time, on the other hand, the user needs to click on a page from the SERP, stay a while, and then either clicks back to the SERP or otherwise exits the page.
If you use search engines, you rack up dwell time daily, without even thinking about it. I can already recall two separate instances in which I’ve contributed to dwell time today, all before lunch.
Essentially, dwell time metrics can show marketers if their web pages are capturing the attention and needs of browsers. It has the potential to tell you what to include on web pages, and what to exclude.
For instance, let’s say you write a blog article called “Social Media Tips and Tricks”. You notice the piece has a high click-through rate, but low dwell time. Upon further inspection, you see the rest of the articles on the SERPs include comprehensive information regarding social media scheduling, how to create posts for social media, and which social media sites have the highest conversion rates. More than likely, you thought your post was solving for a user’s search intent when it really wasn’t — which is why most readers jump back to the SERP to find an alternative source.
It can also lead to clues about improving UX. For instance, if you have a slow loading time on your web page, you may see that reflected in dwell time metrics, since a user might exit your page if it’s taking too long to load
This metric can lead to important decisions you make for your site, among other metrics.
Next, let’s explore some average benchmarks regarding time spent on sites.
Average time on site benchmarks
According to Google Analytics, “Average Session Duration” is a metric that tells you how long visitors are staying on a website on average. It’s measured by the total duration of all sessions, or visits, in seconds, divided by the total number of sessions.
A session begins when a user goes to a website. After 30 minutes of inactivity, or when the user leaves, the session ends. The inactivity cutoff exists so you can get an accurate report of your metrics without untrue inflation.
You can find this metric already calculated for you in Google Analytics, displayed in minutes and seconds. *Can you give readers an alternative if they don’t have Google Analytics? Is there another time-on-page measurement website?
But what’s a “good” average session?
Try to go for anywhere between 2-4 minutes, the time most marketers agree is a good average duration. It’s also the general benchmark across most metrics of SMBs. It usually takes around this time to explore a website and get a feel for the design.
You can find this metric for your own site by visiting Google Analytics or other metric websites that host the same information. Here is an example of what that’ll look like on Google Analytics:
Most marketers agree that it’s rare to see average session duration times over 10 minutes or less than one minute, so if you’re looking for a goal, between 2-4 minutes is where the average typically lies.
When you’re looking at metrics, it’s a good idea to look at all of them to get a full scope of how your site is performing. If you’re ranking high on the SERP, that means that your SEO is great, but if your website isn’t providing useful information, your session duration might underperform.
To provide a holistic experience for customers, looking into the meaning behind session durations is important. Dwell time contributes to session duration, but remember that the two aren’t cut from the same cloth. Remember that dwell time doesn’t count from anywhere but the SERP, and that sessions end after 30 minutes of inactivity on that SERP.
Whether you’re looking to increase revenue, sign-ups, social shares, or engagement, A/B testing and optimization can help you get there.But for many marketers out there, the tough part about A/B testing is often finding the right test to drive the biggest impact — especially when you’re just getting started.
So, what’s the recipe for high-impact success?
Truthfully, there is no one-size-fits-all recipe. What works for one business won’t work for another — and vice versa.
But just because you can’t replicate the same test and expect the same result doesn’t mean you can’t get inspired by other companies’ tests.
In this post, let’s review seven excellent examples of how companies use A/B testing. While the same tests may not get you the same results, they can get you inspired to run creative tests of your own.
1. HubSpot’s Mobile Calls-to-Action
HubSpot uses several different calls-to-action in its blog posts. For instance, on this blog, you’ll notice anchor text in the introduction, a graphic CTA at the bottom, and a slide-in CTA when you scroll through the post.
However, on mobile, these CTAs might seem intrusive. That’s why HubSpot tested mobile CTAs.
Previous A/B tests revealed that HubSpot’s mobile audience was 44% more likely to click through to an offer landing page and 18% more likely to convert on the offer if all CTAs were stripped from blog posts and there was only one CTA bar at the bottom of the page with no ability to exit.
So, HubSpot decided to test different versions of the bottom-of-the-page CTA bar, using thank you page views as the primary metric and CTA clicks as the secondary metric.
HubSpot used four variants for this test.
For variant A, the control, the traditional placement of CTAs remained unchanged.
For variant B, the CTA had a maximize/minimize option so readers could dismiss the CTA. This could be accomplished by an up/down caret.
For variant C, the CTA had an X that would completely dismiss the CTA from the post. At this point, there would be no formal CTA on the blog.
For variant D, the CTA had no X or minimize/maximize option.
Overall, variant B saw a 7.9% increase, variant C saw an 11.4% decrease, and variant D saw a 14.6% increase.
From those numbers, HubSpot was able to project that using variant D on mobile would lead to about 1,300 additional submissions each month.
Every marketer will have to build a landing page at some point. But building a landing page that’ll convert is hard.
Groove experienced that first hand when the company learned one of its landing pages was only converting at 2.3%.
However, Groove wasn’t sure why the page wasn’t converting. To figure it out, its team went on a journey. They looked up resources and talked to marketing experts to figure out why their site wasn’t working.
That’s when the company learned that the messaging was all wrong. To figure out how to appeal to its customers, Groove decided to reach out and actually talk to real users.
Then, when the team rebuilt their landing page, they focused on copy first, and design second. Only when the copy was completely finished and approved did they start the visual aspect of designing.
Overall, the tweaks to messaging ultimately doubled their conversions to 4.7%.
3. HubSpot’s Site Search
Most websites contain a search bar at the top of the page that gives users the ability to search for a specific topic or term on the site.
Based on previous data, HubSpot found that non-bounce desktop users who engage with search have a 163.8% higher blog lead conversion rate than those who do not. However, only a very small percent of blog traffic interacts with the search bar. That’s why HubSpot decided to test the visual prominence and functionality of the site search bar.
HubSpot used three variants for this test, using offer thank you page views as the primary metric.
For variant A, the site search bar increased visual prominence and altered the placeholder text to “search by topic.”
For variant B, the search bar had increased visual prominence, the placeholder text was altered to “search by topic,” and the search function searched the blog, rather than the whole site.
For variant C, the search bar had increased visual prominence, the placeholder text was changed to “search the blog,” and the search function searched the blog, rather than the whole site.
As a result, HubSpot found that all three variants increased the conversion rate. However, variant C showed a 3.4% increase in conversion rate and a 6.46% increase in users who engage in the search bar.
The copy on your homepage is important because it helps users decide whether they want to continue looking deeper into your site.
In this example, a digital agency decided to test the tagline on its homepage. Ultimately, the goal was to decrease the bounce rate.
Before the A/B test, Csek’s tagline read: “Csek Creative is a Kelowna based digital agency that delivers the results that make business sense.”
To make the copy less vague and more explanatory of the services it offered, Csek Creative changed the verbiage to: “Csek Creative is a digital agency that helps companies with their online and offline marketing needs.”
Expecting minor results, this change actually resulted in an 8.2% increase in click-throughs to other pages on the site.
5. HubSpot’s Email vs. In-App Notification Center
Gathering reviews from users isn’t always an easy task. That’s why HubSpot decided to A/B test ways to reach out to customers. The methods tested? In-app notifications versus email.
HubSpot decided to send an in-app notification and email alerting users that they were the champion user of the month and would receive a $10 gift card if they left a review on the Capterra site.
For variant A, HubSpot sent a plain text email to users.
For variant B, HubSpot used a certification, templated email.
For variant C, HubSpot sent an in-app notification.
HubSpot found that unlike with emails, in-app notifications are often overlooked or missed by users. The emails outperformed in-app notifications by 1.4x. From both emails, 24.9% of those who opened the email left a review, compared to 10.3% of those who opened the in-app notification.
Many landing pages showcase large banners at the top of the page. That’s valuable real estate, and if the banner isn’t optimal, it could end up doing more harm than good.
That’s why Humana, a healthcare insurance provider, decided to test its landing page banners.
In the control, Humana had been using a banner that displayed a lot of copy, a weak CTA, and no clear and concise message.
However, for variation B the company decided to simplify the message. This variation ended up receiving 433% more clickthroughs than the control.
Humana didn’t stop there. Once variant B became successful, the company decided to make it the new control and wanted to test the CTA.
With variation C, Humana switched the CTA language to include language that was a harder sell, such as “Shop.” The company decided this would be a good approach because customers signing up for Medicare have a limited window to make a decision.
The change in language resulted in a 192% increase in clickthrough.
On most landing pages, marketers typically ask users for an email address to deliver their content offers.
However, Unbounce decided to test whether customers would rather give an email address or just tweet about a product.
Both options have pros and cons for the company. Asking for an email address means your company can build a list of potential prospects while asking people to tweet can build viral momentum and increase social exposure.
The first landing page in this A/B test asked users to give their email address in exchange for an ebook.
The second landing page asked users to send a tweet in exchange for the ebook.
Overall, people far preferred giving out an email address. In the end, the email landing page had a 24% conversion lift.
These companies all saw these amazing results because they started testing. If you want to get the same results, you’ve got to get started, too. For more information, be sure to check out the on-demand webinar “Optimize Your Online Marketing Channels,” hosted by Optimizely and HubSpot.
Editor’s note: This post was originally published in October 2014 and has been updated for comprehensiveness.
Como el universo de las herramientas de Email Marketing es muy vasto, muchas veces se dificulta elegir alguna. Por eso, en esta ocasión voy a hablarte de Acumbamail, una plataforma totalmente en español que, entre otras cosas, cumple con los requisitos del RGPD.
He preparado este artículo donde desarrollo un paso a paso muy detallado para aprender a utilizarlo. Si ya tienes una cuenta en Acumbamail, es probable que el texto te ayude a descubrir alguna funcionalidad que no conocías.
Si, por el contrario, es la primera vez que oyes hablar del software, puedes crear una cuenta gratuita desde aquí y probar sus funcionalidades. Deberás hacer clic en el botón anaranjado que dice Probar Acumbamail.
Como es un artículo largo, puedes leerlo todo o simplemente ir al apartado que más te interese para comenzar a enviar correos como parte de las campañas de Email Marketing de tu negocio.
¿Quiénes pueden hacer Email Marketing con Acumabamail?
La primera premisa que me interesa que quede clara es que Acumbamail es una opción fácil y rápida.
Como cuenta con servicio de atención al cliente en español, si tienes problemas con el inglés, definitivamente tendrías que evaluar su uso si quieres enviar campañas de Email Marketing.
Prueba gratis de Acumbamail
Puedes probar Acumbamail de forma gratuita con todas sus funcionalidades. Dispondrás de 2.000 envíos a 250 suscriptores gratis cada mes para siempre.
Si tu perfil no es fuertemente tecnológico también te servirá, ya que es una herramienta muy intuitiva. Prácticamente en 5 pasos armas una campaña de Email Marketing.
Dispone de una Versión PRO que ofrece soluciones para agencias y grandes empresas. Por mencionar un ejemplo, hay una funcionalidad que personaliza el envío de emails en referencia al comportamiento de los suscriptores.
3 razones por las que Acumbamail es único
- Es poco habitual en las herramientas de Email Marketing que ofrezcan opciones de pago orientadas a las necesidades específicas de los usuarios. Acumbamail incluso tiene cobro por créditos para cuando necesitas usarlo esporádicamente.
- Pagas menos mientras más volumen envías.
- Tiene atención al cliente en español por todos sus canales de comunicación.
Atención al Cliente
Algo realmente valioso de Acumbamail es que responden rápido y en español a los correos electrónicos que se envían al soporte al cliente.
Los cobros diferenciados de Acumbamail
Como te había comentado, uno de los aspectos destacables de Acumbamail es su esquema de pagos. Se adapta prácticamente a todas las necesidades.
En primer lugar, puedes pagar por el número de envíos que haces al mes. La Versión Gratuita te permite 2.000 envíos a 250 suscriptores.
A partir de ahí hay varios planes:
- Plan 20 000 envíos (18 euros al mes)
- Plan 40 000 envíos (34 euros al mes)
- Plan 100 000 envíos (72 euros al mes)
- Plan 300 000 envíos (134 euros al mes)
- Plan 700 000 envíos (282 euros al mes)
- Plan un millón envíos (295 euros al mes)
También se puede pagar según el número de suscriptores:
- Plan 1000 suscriptores (13 euros al mes)
- Plan 2500 suscriptores (18 euros al mes)
- Plan 5000 suscriptores (46 euros al mes)
- Plan 10 000 suscriptores (69 euros al mes)
- Plan 25 000 suscriptores (138 euros al mes)
- Plan 50 000 suscriptores (220 euros al mes)
Además, tienen la Versión Prepago, que es muy útil porque se paga cada vez que lo necesitas y ya.
- Plan 5000 envíos (44 euros pago único)
- Plan 10 000 envíos (83 euros pago único)
- Plan 25 000 envíos (135 euros pago único)
- Plan 50 000 envíos (230 euros pago único)
- Plan 100 000 envíos (325 euros pago único)
- Plan 300 000 envíos (574 euros pago único)
Por último, con Acumbamail también puedes enviar campañas de SMS:
- Plan 250 SMS (14 euros pago único)
- Plan 700 SMS (39 euros pago único)
- Plan 1600 SMS (88 euros pago único)
- Plan 3400 SMS (182 euros pago único)
- Plan 7500 SMS (390 euros pago único)
- Plan 10 000 SMS (510 euros pago único)
- Plan 15 000 SMS (735 euros pago único)
- Plan 25 000 SMS (1,180 euros pago único)
- Plan 50 000 SMS (2,250 euros pago único)
Los precios que aparecen estaban vigentes hasta el cierre de esta edición. Hay que tener en cuenta que pueden modificarse.
RGPD y la Privacidad Europea en Acumbamail
Un aspecto que debe importar a todos los que lanzan una campaña de Email Marketing es el de cumplir con las normativas de privacidad de datos RGPD. En ese sentido, Acumbamail es una opción segura.
Una de las preocupaciones con herramientas que están fuera de Europa es si se mantienen actualizadas en relación a las normativas regionales.
Ventaja de local
La ventaja de Acumbamail es que los servidores están en España por lo que siempre cumplirán con las reglamentaciones; además recibirás un contrato de privacidad firmado que es válido ante la Oficina de Protección de Datos.
Tutorial súper completo para aprender a usar Acumbamail
Cuando tengo que explicar lo que es Acumbamail siempre destaco que es una herramienta muy intuitiva de usar. Sin embargo, como todo, te será más sencillo hacer campañas de Email Marketing si tienes una orientación previa.
Este tutorial está organizado para explicarte cada una de las pestañas con las que cuenta la herramienta.
Esto es igual tanto en la Versión Gratis como en las de pago, lo único que cambia es el número de envíos que permite realizar, la cantidad de suscriptores y algunas opciones de personalización.
A continuación te muestro cómo luce el tablero principal de Acumbamail:
Chat siempre a tu disposición
Cualquier ítem de la plataforma que estés utilizando tiene acceso a un chat de asistencia.
Inicio y boletines
Si todavía no tienes una cuenta de Acumbamail, primero debes abrir una cuenta gratis y a partir de ahí comienzas a elegir las cuentas de pago que más se ajusten a tus necesidades.
Como viste en la captura de pantalla que compartí antes, en el panel principal aparece un resumen de las últimas campañas de Email Marketing que hemos enviado o que aún estamos editando.
También se accede al botón de crear una nueva campaña, editar las que lo requieran o consultar los informes de las que ya hemos enviado. En la parte de abajo tendrás acceso a una serie de recursos que te ayudarán para:
- Configurar algunos aspectos.
- Aprender a sacar mejores resultados de tus campañas.
Las novedades que implementemos desde Acumbamail aparecen en la parte de abajo para que las pruebes y determines si son de tu interés. También aparece tu tarifa, ya sea créditos prepago, tarifa mensual o la que tengas contratada. Desde este panel podrás cambiarla fácilmente y modificar tu configuración.
Este es un detalle de cómo luce esa parte:
En el menú de la izquierda tenemos todas las sesiones de la plataforma que vamos a ir viendo con detalle a lo largo de este tutorial.
- La primera sesión es la de Boletines, dedicada al email.
- La pantalla de Inicio, que es la que te mostré en la primera captura de pantalla.
- La sesión de Campañas sirve para crearlas o editarlas.
- La sesión de Plantillas es donde podrás escoger entre las 89 que hay. Cada plantilla se personaliza totalmente, puedes subir tu propia plantilla, un HTML o lo que necesites.
- En Automatizaciones creas flujos automáticos para que los emails se envíen según ciertos eventos que puedes configurar.
- Podrás gestionar tu Lista de Suscriptores.
- Es posible acceder a Informes de tus campañas para conocer los detalles y los resultados que has obtenido.
- Acumbamail Pro, que es una tarifa adicional con una serie de herramientas destinadas a mejorar los resultados de tus campañas.
- En la sesión de SMTP puedes configurar los emails transaccionales y webhooks.
- En las sesiones de SMS encuentras el editor de campaña de SMS donde puedes gestionar a tus suscriptores y hacer los envíos de mensajes de texto al móvil de cada uno de los suscriptores.
- En la sección de Páginas podrás crear landing pages o páginas de destino para tus campañas de email de CMS, de publicidad o lo que quieras.
¿Dónde hacer cambios de tarifa?
Como te comenté, en la parte de abajo del panel accedes a la información de tu cuenta para hacer cambios, ya sea escoger otra tarifa o modificar la configuración.
Pasos para crear una Campaña Normal
En la pestaña de Campaña puedes crear una nueva, ver las enviadas, programadas o en edición. Además, también eliminas las que no quieres tener o duplicas si es que necesitas replicar la configuración de una campaña de Email Marketing.
Se pueden crear varios tipos de campaña:
- Campaña Normal
- Campaña para RSS
- Campaña Autoresponder
- Campaña Test AB para hacer pruebas y ver qué funciona mejor. En esta pestaña es posible variar alguna parte de la configuración
También se puede filtrar por:
- Fecha de creación
- Fecha de envío
- Email enviados
O por estados:
- En edición
Para este tutorial voy a crear una Campaña Normal y vamos a seguir todo el proceso. Se requieren 5 pasos muy sencillos, por lo que en pocos minutos podremos enviar nuestra primera campaña.
Vamos a seleccionar “Crear una campaña normal” y accederemos a la primera fase:
- Tenemos que elegir un Nombre para la campaña.
- Un Email del remitente, que en la captura de pantalla está puesto por defecto, pero podría cambiarlo para que llegue a la dirección que quiera.
- Nombre del remitente con el que nos podremos identificar.
- Y el Asunto del email, que será el asunto con el que reciban el correo nuestros suscriptores.
Así es como se ve:
En la parte de abajo están las pestañas “Control de Enlaces” y “Activar Google Analytics”. Si las tildamos será posible saber si un suscriptor abre nuestro correo, si hace clic en el enlace del envío y el detalle de en cuál de esos enlaces hizo clic.
Esta información aparecerá en la pestaña de Informes.
A mí me gusta destacar esta funcionalidad porque a través de ella se mide si tus enlaces tienen el resultado que esperabas. Cuando me refiero a “enlaces” estoy hablando de cualquier botón, call to action, entre otros.
Si activas Google Analytics, también mide las visitas que llegan a tu sitio web desde la campaña de Email Marketing que enviaste.
Como información es poder, es recomendable que midas tus acciones lo mejor posible. En este artículo, Jordi Ordóñez explica cómo sacarles el mejor partido a los datos de Google Analytics en tus campañas de correo electrónico. Entre otras cosas, explica cómo comparar campañas.
Retomando Acumbamail, en el botón de “Haz clic aquí” puedes personalizar los UTM de fuente, que en este caso sería “E-mail” (o como lo quieras llamar) y en la Campaña personalizarás el nombre al que pertenece. Así será más fácil filtrar el tráfico que llegue por Google Analytics.
Recuerda usar el subdominio que tienes configurado para hacer los envíos, pero no te preocupes porque esa configuración la explicaré más adelante.
El siguiente paso es elegir a los suscriptores a los que quieres enviar la campaña. En ese panel hay acceso a las diferentes listas que hemos agregado a Acumbamail. Podemos seleccionar una lista completa o un segmento.
¿Qué significa un segmento en el Email Marketing?
Es la posibilidad de seleccionar a los suscriptores que cumplan todas o algunas de las condiciones que determinemos. Por ejemplo, si seleccionamos: “Todas”, los suscriptores tendrán que cumplir todas las condiciones que añadamos.
Las condiciones para hacer un segmento pueden ser “Fecha de alta” que sea “Mayor del 1 de enero del 2019” y le damos “Guardar”. Y en este caso solo enviaremos a los suscriptores que se han suscrito a esta lista a partir del 1 de enero del 2019.
Si lo ves aplicado en un ejemplo, seguramente lo podrás entender mejor. Por eso te comparto esta imagen:
Podemos poner otra condición que sea “Comportamiento” y elegir entre:
- Si el suscriptor abrió alguna campaña
- Hizo clic en alguna otra
- No abrió alguna
- No hizo clic en alguna otra
- Abrió cualquiera de nuestras campañas
- No abrió ninguna campaña
- No hizo clic en ninguna de nuestras campañas
Por ejemplo, podemos seleccionar que “Abrió cualquier campaña” y lo guardamos.
Lo que hemos seleccionado es enviar a todos los suscriptores de esta lista que se han dado de alta a partir del 1 de enero del 2019 y que han abierto cualquier campaña que le hemos enviado en ese periodo de tiempo.
Ya que tenemos seleccionados a los suscriptores para nuestra campaña de Email Marketing, lo que sigue es elegir una plantilla.
Puedes escoger alguna plantilla que ya tengas personalizada o cualquiera de las disponibles en Acumbamail. También es posible importar una desde una web donde la tengas alojada.
En ese caso, pegas directamente el código HTML de la plantilla y lo importas.
Te recomiendo hacer esto solamente si tienes conocimientos elevados de HTML porque si no corres el riesgo de que el email no se vea bien y caiga en los filtros de spam.
También puedes subir el HTML desde tu equipo en un archivo zip que contenga una carpeta con imágenes y estén referenciadas con rutas locales en HTML.
Si tu interés es enviar un correo muy sencillo, es posible hacer un texto plano.
En caso de que no tengas conocimientos avanzados de HTML, no te compliques la vida: elige alguna de las plantillas que puedes personalizar, además te aseguras de que va a ser responsiva y tendrá un HTML correcto.
Las plantillas se van actualizando e incluso hay diseños de temporada, por ejemplo, para el Black Friday se lanzó una edición orientada a esas ofertas:
Más adelante explicaré en detalle todas las opciones del editor, pero básicamente es posible transformar cualquiera de nuestras plantillas en una totalmente diferente y adaptada a tus necesidades.
Vamos a seleccionar una plantilla cualquiera y le ponemos un nombre. Acumbamail hace una copia y la envía a la carpeta de tus plantillas desde donde la puedes editar.
Si habías creado y modificado la plantilla, en este paso no tienes que hacer nada, cuando mucho volver a editar algún elemento que no te convenza.
Una vez que tenemos el diseño y contenido definitivo, procedemos al último paso que es el envío.
En la pantalla del envío nos permite ver todas las opciones que hemos ido descubriendo previamente y editarlas si no estamos conformes.
Recuerda que en este ejemplo ya hemos puesto el remitente y su nombre, pero es modificable.
Los cambios que podrías hacer son:
- Modificar los suscriptores a los que voy a enviar la campaña de Email Marketing. Recuerda que habíamos hecho un segmento en el que los suscriptores tenían que cumplir dos condiciones.
- Cambiar el asunto.
- Seleccionar otra lista.
- Modificar las URL’s de los enlaces.
- Modificar el seleccionador del tracking.
- Cambiar la URL de la campaña. Esto además se previsualiza en una pestaña del navegador. Nos muestra cómo le aparecerá a los suscriptores que hagan clic para asegurarnos de que el email se carga correctamente en el cliente de correo.
- Previsualizar cómo se verá la plantilla en diferentes navegadores y dispositivos. De esta manera puedes asegurarte de que aunque abran la campaña en Gmail, Outlook, cliente de correo de Apple, Chrome, Safari, Firefox, o donde sea, se verá correctamente.
Para esto último tendrías que enviar una prueba, que son limitadas con la tarifa PRO.
Hay que esperar un momento mientras se carga la previsualización en los dispositivos de todo tipo, pero lo valioso sería revisar cada una de ellas.
Esta función es muy útil para asegurarte que todos los suscriptores van a poder ver bien tu email sin importar su dispositivo, navegador o cliente de correo.
Para ahondar más en el ejemplo, pon atención a la captura de pantalla anterior. La previsualización te da detalles de cómo se vería en un iPad Mini, Gmail Chrome, entre otros dispositivos y navegadores.
Una vez que has corroborado que la previsualización es correcta, puedes enviarte una prueba; en la parte de abajo del dashboard ingresas el email al que quieres que llegue y pulsas “Enviar Prueba”.
Cuando mucho, en un par de minutos la tendrás en el correo para asegurarte de que todo está correcto.
Después de esto, si le das “Programar”, automatizas el envío para una fecha determinada u hora.
Ya que estás seguro de que terminaste de diseñar la campaña, también puedes enviarla inmediatamente.
3 herramientas de la tarifa PRO
Estas herramientas ayudan a mejorar los resultados de una campaña de email marketing.
#1. Reenviar la campaña a los suscriptores que no abran
Debes escoger “Un Nuevo Asunto” y “Un Espacio de Tiempo”. Si lo activas, lo que ocurrirá es que la campaña se volverá a enviar con este asunto diferente a todos aquellos suscriptores que no han abierto la campaña durante el primer envío.
Esto sirve para maximizar la apertura de la campaña porque a lo mejor hay suscriptores a los que les ha pasado desapercibida o el asunto que pusiste no les ha convencido.
Con este segundo intento es probable que logres que más suscriptores abran la campaña.
#2. Enviar a cada suscriptor a su hora más activa
Las automatizaciones no se tratan de hacer envíos de Email Marketing indiscriminados sino eficientes.
Cuando tienes acceso a esta herramienta y le das a la campaña “Enviar Ahora”, lo que hace nuestro algoritmo es analizar a qué hora cada uno de estos suscriptores tiene más posibilidades de abrir el email basándose en el análisis de las campañas previas que ha recibido.
Por lo tanto, si alguien es más susceptible de abrirlo a las 10 de la mañana, se le enviará a las 10 de la mañana. Si otro suscriptor abre más el correo a las 6 de la tarde, se le enviará a las 6 de la tarde y así tendrás más posibilidad de aumentar la tasa de apertura.
#3. Comprobar la calidad de la campaña de Email Marketing
Otra herramienta con la que cuentas es la de comprobar la calidad de la campaña. Aquí se hará un análisis y te indicará antes de hacer el envío si hay alguna cosa susceptible de mejorar o algún problema que pudiera surgir.
Una vez que Acumbamail hace este análisis podemos acceder a varios apartados que nos analizarán la campaña.
En el caso de la captura de pantalla que te comparto, la puntuación es de 10. Según el sistema lo hemos hecho todo de forma correcta, con esta información podríamos enviarlo tranquilamente sabiendo que no hay nada que modificar.
Los diferentes análisis que hace son:
- ¿Hemos configurado los registros DKIM y SPF para poder mandar desde el dominio que estamos enviando? En caso de que sí, entonces esto es un factor que aumenta la entregabilidad y por lo tanto las opciones de apertura.
- Se realiza un análisis con SpamAssasin, que es uno de los más famosos filtros de spam. En nuestro ejemplo no se ha incumplido ninguna regla, pero en caso de que sí indicaría si hay un exceso de imágenes, alguna palabra prohibida o cosas así. Esta información nos permitirá cambiar esos elementos para evitar caer en los filtros de spam y desperdiciar la campaña.
- Analiza que todos los enlaces funcionen correctamente. Si algún enlace estuviera roto nos habría avisado y estaríamos a tiempo de cambiarlo.
- Analiza las palabras prohibidas, que son una serie de términos que los filtradores de spam suelen considerar como problemáticos. Como por ejemplo: gratis, cosas relacionadas con el sexo o con el dinero.
Además de los aspectos técnicos, hay otros trucos que tienen que ver con el contenido y la captación de suscriptores que te ayudarán a mejorar tu tasa de apertura.
En este artículo se desarrollan 7 consejos de contenido para que tu tasa de apertura de emails sea mayor. Habla, incluso, de la frecuencia con la que debes enviar.
En la pestaña de Informes tendremos acceso a los datos de todas las campañas que hemos enviado con Acumbamail. Al pulsar en una de ellas, accederemos a los análisis de dicha campaña en el que encontramos las siguientes pestañas:
Acumbamail contiene un bloque con el resumen de nuestra campaña de Email Marketing. Incluye la fecha con la que ha sido enviada, el nombre del remitente, el asunto del email, las listas a las que hemos enviado la campaña y el número de receptores.
Luego, podemos ver el estado de correos entregados, que son los que han llegado a la bandeja de entrada de los suscriptores.
Los estados de cada correo pueden ser:
- Sin abrir.
- Quejas. Es decir, si los han marcado en su gestión de correos como spam.
Podemos ver el número total de estados y un gráfico con los porcentajes.
Pon atención a esta captura de pantalla. En este caso tenemos un 79,70% sin abrir y un 20,30% de abiertos, que sería la tasa de apertura en relación a los correos entregados.
Más abajo tenemos el bloque de los correos enviados que es el número total de los que se enviaron, no solo de los que llegaron o se abrieron.
Esto nos dice también cuántos no se han podido entregar, ya sea por un soft bounce (rebote blando) que es un email no entregado por un problema temporal, por ejemplo, que la bandeja de entrada del usuario está llena; y un hard bounce (o rebote duro), que es un email que no se ha podido entregar porque la dirección de correo no existe,
También podemos acceder a un reporte de Información General en el que se muestra el número de correos que se pretenden enviar a la campaña, los errores de entrega totales, el número de suscriptores que se han dado de baja en el enlace de este correo, el total de mensajes abiertos, la última vez que se han abierto y los clics únicos y los clics totales.
Diferencia entre un clic único y un clic total:
Los clics únicos son los que hace un usuario determinado (en este caso llamado único).
Los clics totales son todos los que recibió el correo aunque algunos hayan podido repetirse por los mismos usuarios.
Informa los dispositivos de apertura de la campaña de Email Marketing, si han sido desde teléfonos, PC, tablets, etc.
Al conocer desde dónde nos leen es más fácil realizar un contenido eficiente.
Si tenemos muchos suscriptores que nos abren desde un dispositivo móvil, hay que extremar el cuidado para que nos visualicen bien desde pantallas pequeñas.
En esta pestaña también podemos saber los principales ISP o proveedores de correos de nuestros suscriptores (Gmail, Hotmail, Yahoo u otros).
Si alguno nos está dando problemas, los podremos detectar para solucionarlos lo antes posible.
Aparece también una gráfica con la evolución del envío a través del tiempo. Con esto observaremos las aperturas, los clics, los bonus, las quejas y las bajas desde que la campaña se lanzó.
Determina la procedencia de las aperturas por país marcadas en diferente tonalidad de azul; mientras más oscuro, más se abrió.
Haciendo un over con el ratón podemos ver el número total de aperturas en cada país. Es interesante para saber de dónde provienen nuestros suscriptores.
Nos informa cuáles son los navegadores desde donde se abrió la campaña: Firefox, Chrome, Safari, etc. Se muestran en una gráfica por porcentajes.
Esto incluye además el sistema operativo de procedencia de las aperturas para saber cuál es el que usa la mayoría de los suscriptores.
Cuenta con un mapa de clics en el que puedes ver de una manera gráfica el cuerpo del email que enviaste y el porcentaje de clics que ha recibido cada uno de los enlaces. Esto es útil, por ejemplo, para medir cómo funcionan los “call to action”.
Si no tienes muy claro cómo hacer un Llamado a la Acción, te comparto un texto donde se abordan 16 ejemplos. Está orientado a landing pages pero tú los puedes adaptar a las campañas de Email Marketing.
Volviendo a Acumbamail, la pestaña de URL’s recopila la información de los clics únicos y totales por cada URL enlazada en el email.
Detalle de suscriptores
Con esto conocerás el detalle de los suscriptores que abrieron la campaña de Email Marketing y los que no. También los que hicieron clic, a los que les marcó algún tipo de error, los que se quejaron y los dados de baja.
Puedes ver el detalle de la dirección de correo electrónico, la fecha de apertura, el país, la ciudad (en caso de que disponga de la información), el número de aperturas, la lista de la que procede, el estado del suscriptor en la lista (puede ser activo o que se haya dado de baja) y la calidad de acuerdo a la interacción que haya tenido con las campañas previas.
La calidad de los suscriptores se evalúa con una puntuación de 1/100, que otorga el sistema automáticamente a raíz de la interacción.
Los informes son descargables. Como ves, ofrecen datos muy completos para que podamos medir el éxito de la campaña.
Este apartado es muy útil porque podemos enviar campañas a los suscriptores en momentos determinados, con lo cual conseguiremos una mayor interacción y apertura.
Vamos a ver cómo crear automatizaciones de Email Marketing para nuestras campañas.
Diseñar campañas bajo el criterio de las automatizaciones te garantiza envíos más certeros y con mayor interacción en lugar de hacer un envío masivo con muchos suscriptores a la vez.
Comenzamos pulsando el botón de “Nueva Automatización”. Definimos un nombre y una descripción si queremos que identifique el motivo de la automatización; con estos sencillos pasos ya la tenemos creada.
Aparecerá un nodo de inicio en el cual tenemos que seleccionar un evento que indique cuándo un suscriptor debe entrar en este flujo automático que queremos enviar.
Lo primero es seleccionar la lista a la que queramos enviar dicha automatización y el evento según el cual el suscriptor debe entrar en ese flujo.
Por ejemplo, puede ser un suscriptor que se haya dado de alta en la lista en una fecha específica o los que se van sumando.
En este caso elegimos “Suscriptor nuevo en lista”, por lo que entrarán en la automatización todos los suscriptores que se agreguen a la lista a partir de ahora.
Si marcamos la pestaña “Aplicar a los suscriptores actuales”, la automatización tendrá en cuenta todos los suscriptores que ya existan en la lista previamente.
Si no la marcamos, será a partir de que un suscriptor se dé de alta en esta lista cuando empiece a funcionar la automatización.
Ya que diseñamos el punto de partida inicial, lo siguiente es elegir entre una serie de nodos.
¿Qué hace cada nodo?
- En el primer nodo de Espera seleccionamos un tiempo en el que la automatización se mantendrá en stand by para pasar al siguiente nodo. Pueden ser minutos, horas o días.
- También podemos seleccionar la Plantilla con la cual se enviará un email. Aquí tenemos que elegir los campos típicos de una campaña que se enviará cuando el suscriptor llegue a este nodo. Elegir un nombre para la campaña que permitirá consultarla en los Informes como si se tratara de una campaña normal, el email del remitente, el nombre del remitente y el asunto de la campaña. Tendremos que seleccionar una plantilla que tengamos previamente editada, una palabra del subdominio para los enlaces y aplicar.
- El nodo de Condición consiste en crear una división de caminos cada vez que se cumpla una condición o varias, de acuerdo a cada condición el suscriptor irá por un camino u otro. Podemos elegir que se tengan que cumplir todas las condiciones o solo alguna para que se considere verdadero y el suscriptor vaya por el camino del sí o del no. Elegir entre los campos que tengamos creados en la lista, seleccionar si es igual, si contiene o no contiene, con valor español, con esto se aplicaría a todos los suscriptores que tengan seleccionado en el idioma español en Acumbamail. Por ejemplo: en la rama del “sí” podemos enviar un email que esté en español y en el “no”, poner un email que se mande en inglés.
- El último nodo es el “Hasta”. Genera que el suscriptor quede esperando hasta que ocurra algún evento. Por ejemplo: en nuestro caso podría poner “Hasta que un cliente haga”. Esto significa que si un cliente se hace una cuenta gratuita en Acumbamail y entra en nuestra lista de clientes, el campo “paid” será falso. Pero si en algún momento el valor de “paid” es “sí”, pasará al siguiente nodo.
Estos son los tipos de nodos que puedes usar y que permiten bastante versatilidad a la hora de crear los flujos automáticos. Es buena idea utilizarlos para crear flujos de bienvenida, cursos, ir enviando lecciones, etc.
Tiene muchos usos y se consiguen buenos resultados con estas campañas automáticas de Email Marketing.
Una vez que tengamos nuestra automatización lista, habrá que dar en “Ejecutar” y comenzará a funcionar.
Cada módulo de “Enviar Plantilla” generará una campaña que se irá mandando.
Con el nombre de cada plantilla es como se consultan los informes, en la pestaña de Informes, como si se tratara de una campaña normal.
En Acumbamail contamos con una tarifa adicional extra de las tarifas normales, mensuales o de pre- pago. Se llama Acumbamail Pro y ofrece una serie de herramientas para optimizar las campañas y obtener mejores resultados.
Vamos a ver cuáles son las herramientas que incluye Acumbamail PRO:
- La capacidad de poder enviar a la hora más activa a cada suscriptor con lo cual tendremos la posibilidad de obtener una mayor tasa de apertura.
- La posibilidad de hacer un reenvío automático a los suscriptores que no hayan abierto la campaña cambiando el asunto, lo cual también aumenta considerablemente las aperturas. Estas herramientas se encuentran en el último paso a la hora de crear una campaña. Si tenemos la tarifa PRO podremos seleccionar estas opciones como hemos visto en el apartado de Creación de Campañas.
- Se podrá realizar un análisis de la mejor franja horaria analizando todas las campañas enviadas, como por ejemplo, informa la hora en la que has tenido mayor pico de apertura. Esto da una pista de cuándo hacer los envíos.
- Ofrece una herramienta de limpieza de listas que está en el apartado de Listas.
- Acceso a soporte prioritario a la hora de que tengas alguna duda o incidencia.
- Una herramienta de automatización de listas. Por ejemplo, si un suscriptor da rebote blando o no hace clic, directamente lo elimina de la lista. Los detalles aparecen en el apartado de Listas.
- La posibilidad de acceder a una consultoría sobre email marketing. Analizamos tus campañas y casos, después te aconsejamos cómo obtener mejores resultados con base en nuestra experiencia y estudio de clientes.
- Con Acumbamail PRO se puede crear una marca blanca, es decir, utilizas la plataforma con tu propio logo o colores corporativos. Creas usuarios dentro y les asignas créditos para que no parezca una herramienta externa, sino como si fuera una herramienta interna de la empresa.
- Comprobar la calidad de campaña como ya lo he explicado con anterioridad. Solo para reiterar, esta herramienta indica si hay algo que mejorar para evitar caer en los filtros de Spam.
- Entras en una prioridad en la cola de envíos. A la hora de hacer envíos, los email se ponen en cola de espera que no suele ser muy lenta, pero los tuyos tendrán prioridad a la hora de salir.
- Puedes probar las campañas pre – visualizándolas en diferentes dispositivos, clientes de correo y navegadores.
¿Cómo se contrata Acumbamail PRO?
Se contrata como una tarifa adicional a la que ya tienes y te ayuda a obtener mejores resultados en las campañas.
Conclusión sobre lo útil que es Acumbamail
Yo no tengo duda de lo práctico que es Acumbamail para diseñar, enviar y medir una campaña de Email Marketing. Esta herramienta no solo soluciona la parte técnica sino que, con las estadísticas que ofrece, permite orientar el rumbo teórico.
Siempre es importante ponderar la calidad contra la cantidad en función de los resultados que deseamos.
Si quieres conocer más sobre cómo diseñar contenido novedoso de campañas de email para aumentar tu tasa de apertura, te recomiendo leer este post sobre 8 técnicas para aumentar tu tasa de apertura.
¿Cuál ha sido tu experiencia con las herramientas de envío de campañas de mailing online?, Me interesa conocer los problemas a los que te has enfrentado y la forma en la que los solucionaste.
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Since then, we’ve seen apps like Snapchat and TikTok fill Vine’s void. They both allow users to express their creativity while embracing short mobile videos and have attracted Gen Z and millennial audiences. They also feel more niche and non-traditional than older platforms, like Facebook or Twitter.
Snapchat, which launched in 2011, allows users to create video-based stories about their lives and send video or image-based messages to their friends. Unlike most other apps, Snapchat content expires either immediately or after 24 hours. This platform leads to users creating content that is more lighthearted on uncensored than other more public-facing platforms.
Meanwhile, TikTok, which launched in just 2017, is similar to Vine in that it allows users to create 10 to 60-second looping videos that can be seen on their profiles or can be algorithmically placed on feeds of users with similar interests or demographics.
Despite each platform’s growth, marketers in the social media realm are wondering, “Are either of these worth the hype? Or will they just become another Vine?”
To learn more about the strength of these two apps, I polled a U.S. audience of over 350 people to find out whether they regularly log into Snapchat, TikTok, or neither.
Given each app’s fast growth, you might expect both apps to have a close number of votes. You might also assume that TikTok is now surpassing Snapchat in general usage because the app has grown so quickly.
However, when I asked participants, “Which platform do you log into most often?”, the results were actually quite surprising.
Which platform do you log into most often?
Data Source: Lucid Software
Shockingly, nearly half of those polled say that they use neither while the biggest chunk of participants logs into Snapchat most.
When looking at these results, it’s important to note that we surveyed only a general U.S. population with no specific age demographics.
While it’s helpful to know that a majority of the general population polled use Snapchat most often, you should keep in mind the growing stats that show how these apps are primarily used by younger age groups in Gen-Z or millennial age groups. Had we polled a global audience, the results might have been different as both apps are also heavily used in Asian and Middle Eastern countries.
While this survey hints that you might not want to put all of your energy into apps like TikTok if you’re targeting a general or older audience, it’s still important to keep these apps on your radar or continue researching them if you want to market to younger generations.
Below, I’ll walk you through the ins and outs of TikTok and Snapchat, the apps’ distinct differences, and the marketing opportunities that each app could provide you now and in the future.
Snapchat vs. TikTok: A Head-to-Head Comparison
Both Snapchat and TikTok claim to have mostly Gen-Z and millennial audiences with Gen Z making up the majority of both user bases.
The two platforms also have incredibly global audiences. While Snapchat has a large number of users from Asia and India, TikTok has such a large user base in China that it has a Chinese version of its app called Douyin.
Platform and Features
Snapchat’s format includes three main pages: a Friends page, the camera, and Discover. The Friends page shows a list of the user’s friends where it allows them to open Snaps or see each user’s Story. The other two pages are its camera and Snapchat Discover.
While the camera is pretty straightforward and easy to visualize, here are screenshots of the Friends Page and Discover:
Discover is specifically for brands and publishers to post Stories. While the Friends page allows you to access Stories that have been filmed or created by friends natively in the app, Stories published by brands on the Discover page are often high quality and include graphic designs, edited imagery, animation, or production quality video. Here’s a detailed post about how brands are leveraging Snapchat Discover.
TikTok also has a few central pages. One is a feed that allows people to see videos from their followers or that TikTok algorithms will think a user is interested in.
Aside from the feed, users can click on the Search page to see both a search box and highlights of all the trending topics on TikTok. The other two major pages are the app’s camera and the user’s profile page.
Content on Each Platform
Snapchat is primarily an app for friend-to-friend content which includes text and video-based messages that people post to their daily Stories or send specifically to friends. However, on the Discover area of the platform, marketers can create advertisements and Story editions with videos and graphics to promote their own products or services.
Here’s an example of a Story from Snapchat Discover that highlights a Los Angeles-based manicurist.:
SInce TikTok allows you to instantly publish public videos, the platform is great for both branded and non-branded content. While the content you see on Snapchat is more like that of Instagram Stories, the content you see on TikTok is more like the content you used to see on the app, Vine. Like Vine, the content often presents short, looping skits, mini-music videos, or vlog-styled clips.
Here’s an example of a branded video you might find on TikTok:
Both platforms allow you to film videos with stickers, special effects, and VR filters, but TikTok adds to the video experience by also allowing users to create videos with overlaid music, which you’ll hear in the example above.
Which platform is better for content marketing?
Each platform has its own pros and cons for content marketers. Here’s what you should keep in mind about each.
If you’re aiming to target Gen-Z and on an incredibly limited budget, TikTok’s app might be worth experimenting on. Because of the way the app is formatted, users can more easily find your company page, follow you, or search for your content than they can on Snapchat. You can also further optimize videos with hashtags and keywords.
However, if you’re looking for website traffic, or don’t have time to experiment with TikTok, you’ll want to hold off for now. The platform is still highly experimental and only allows certain brands to link their videos to web content.
On Snapchat, marketers will mainly thrive on the Discover page. While partnering with Snapchat to become an official Discover publisher might be inaccessible at the moment, you can still purchase ads on the platform that similarly allow you to tell users a visual Story about your product. These ads can even get high placement within Discover feeds.
One thing to note is that Snapchat Discover-based ads are much shorter than the Stories of Discover publishers. This means that if you want to create long-form Story content to highlight a product, service, or brand, you might want to try Instagram Stories or consider TikTok experimentation.
Aside from Discover, creating an individual account has not proven to be hugely beneficial for brands because users still have to friend them to see their content. Brands also can’t add links to this content like they do with ads.
However, if you’re looking to create short, bite-sized content for web traffic, conversions, or high placement on a social app that’s popular with Gen Z or millennials, Snapchat’s ad program still might be right for you because although the Stories you’re allotted are shorter, you can still flex your creative muscles to quickly promote a product.
Both apps have one primary goal: to keep users entertained on their respective platforms as long as possible. And, based on TikTok and Snapchat stats, these applications do successfully keep users engaged.
Snapchat users spend an average of 26 minutes daily on the app and users create an average of 2.1 million Snaps per minute. Meanwhile, TikTok users spend an average of 52 minutes on the app daily as 90% of its user base logs in more than once a day.
When it comes to behavior related to products and ads, user bases of TikTok and Snapchat also vary.
Although Snapchat is an app that encourages connecting with friends, more and more users are beginning to use it as a part of their shopping process.
According to a 2019 Snapchat report, Snapchat users involve Snapchat in their buyer’s journey 35% more than Twitter, 46% more than Instagram, and 58% more than Facebook. The report also claims that Snapchat ads provide a 7x return on in-store sales. This means that — although Snapchat audiences are highly connected to the internet and mobile devices — many of them will actually enter the advertiser’s physical store to purchase a product.
When it comes to TikTok, there aren’t many public stats related to advertising engagement just yet. However, brands have gone viral on the app, especially when creating hashtag challenges related to new product offerings. One example of this was Guess’ #InMyDemin challenge. During the challenge, people posted videos of themselves in Guess’ new denim clothing line. These TikTok videos then reportedly racked up a total of 3.8 million views.
As TikTok aims to gain more advertisers, you can probably expect to see more information coming soon about how users interact with advertisers. In fact, much of the data we have from TikTok originates from a recently-leaked pitch deck that the app company created for advertisers.
Which user base is better for marketers?
While Gen Z is flocking to TikTok, there’s a broader age group of both Gen Z and millennials on Snapchat.
When looking at the poll in the intro, it’s easy to tell that the general population logs into Snapchat more often than TikTok. Although users spend more time on TikTok, they also use Snapchat as a utility app to connect with friends and log into it multiple times per day. This might mean that people see value in the app, other than entertainment, which is the pure mission of TikTok’s platform. This value from users might result in it being more stable and successful in the long-run, while TikTok could still just be a viral trend.
Both Snapchat and TikTok are trying to make their applications more enticing to advertisers. The two apps currently have offerings that cater more to bigger brands due to their pricing and requirements, however, it seems that they each have unique offerings that can still be used by smaller brands. Here’s a breakdown of each.
At this very moment, there are only two marketing options for brands on Snapchat and they’re both more accessible to mid-sized or large companies than smaller businesses. The first, and seemingly most profitable, is advertising. Snapchat advertising has been seen to provide ROI related to both in-store and online store purchases.
Snapchat ads also allow you to present your ads in Snapchat’s Discover, similarly to branded publishers. However, unlike Snapchat Discover publishers, you can link ads or paid mini-Stories to your website, which could be beneficial to your traffic or online conversions.
Posting Stories as a publisher on Snapchat Discover is the other option. However, to become a publisher, you need to have a specific contract with Snapchat rather than simply signing up online. You also need to create Story-styled, original content that really engages with users. Discover publishing is also meant to keep users in the app, meaning that you won’t be able to place links into this type of content.
To learn more about how brands are leveraging both ads and Stories on Snapchat Discover, check out this blog post for a detailed list of examples and takeaways.
TikTok only launched in 2017, but it’s already expanding its advertising options. They’re also taking steps to make content creation in the app more brand-friendly. Most recently, it even allowed some accounts on the platform to start placing links to ecommerce sites into their videos.
According to recent reports, however, advertising on TikTok is incredibly expensive and requires a large budget. Some publications have even referred to it as “the wild west.” So, this might not be incredibly accessible to smaller brands.
However, brands on TikTok can still create content, grow their audiences, get their accounts verified, and begin placing links in their content or profile page’s bio area. This means that TikTok shows slightly more potential for branded content than Snapchat.
Which is more brand-friendly?
At the moment, marketers interested in branded content should consider looking into or experimenting with TikTok. Creating this content is free and because the app is so new, there are fewer norms related to what content is engaging and what isn’t. This means it’s a great place to experiment and test the waters, especially if you want to engage with teens or young adults.
Although Snapchat is still lacking when it comes to free content creation marketing opportunities for smaller brands, the company has been adding more advertising options and now claims to have offerings for “every business.” And, according to Digiday, a growing number of U.K.-based brands are now putting more of their social media advertising spend into Snapchat.
And, as mentioned above, Snapchat ads allow you to link to your website or online store, while only a few content creators on TikTok are permitted to place links in their content. This alone means that Snapchat ads are better than general TikTok strategies if you want your marketing efforts to result in traffic or conversions.
Weighing Snapchat and TikTok
When comparing Snapchat and TikTok specifically, Snapchat is still more stable and more heavily used by general populations than TikTok. Snapchat ads also have a track record of providing ROI and the company is continuing to increase ad offerings to make the app more brand-friendly.
Although Snapchat and social apps like Instagram might be better suited for your strategy right now, don’t disregard TikTok. This app’s massive growth and move to be more brand-friendly shows that it’s positioning itself to be more than just a viral trend.
Additionally, although Snapchat is more mature, TikTok’s nascency makes it a great place for side experiments — especially when they target Gen Z. Not only is content creation free on the app, but the platform is so new that nearly everything is experimental. This means that there aren’t many norms saying what can or can’t be engaging content.
If your goal is to grow traffic and conversions from both Gen-Z and millennial audiences with one of the two apps, you’ll want to leverage Snapchat ads over TikTok. However, you should still keep both on your radar because each app is growing and can provide insights on trends related to younger audiences.
If you’re more interested in marketing to professionals or those in B2B industries, table these platforms and focus on the more traditional social media networks.
To learn more about TikTok, check out this piece which details the app’s history and growing user base. If you’re still interested in learning about Snapchat, here’s a guide on how to use the platform.
When you land your first full-time remote job, you might be excited about the role’s flexibility, ability to work from home, and how it enables you to hold a position at a great company even when you aren’t close to its headquarters.
However, remote work comes with its own challenges. As a career-minded professional, you might also have fears related to being isolated or unseen. For example, you might ask yourself, “Am I missing something important?”, “Do people think I’m actually working?” or “Is it even possible to move up the ladder in a remote position?”
If you’re worried about your visibility, you’re not alone. A lack of visibility is a common hurdle that those in the remote workforce worry about. In fact, a 2018 survey from Indeed found that 37% of employees at companies that allow remote work believe that this work style hinders visibility.
At HubSpot, we’re pretty familiar with remote work culture: its benefits, and its pain points. In fact, we have a fleet of more than 200 remote HubSpotters who vary from entry-level to established leadership roles.
And while our company hosts a number of virtual events, annual in-person gatherings, and regular meetings to ensure that remote employees can make themselves known, not all companies have helpful remote work policies.
Regardless of whether your company has remote work policies or not, visibility is still crucial to your success.
So, how do you get yourself seen by stakeholders when you’re always behind a computer? To help you become more visible at your company, we talked to some of HubSpot’s established remote employees to get their most valuable tips.
How to Gain Visibility as a Remote Employee
1. Participate in interesting groups or projects outside of your daily role.
While helping with a project or joining a group that doesn’t directly impact your job might seem stressful at first, it can actually be fun and help you bond with colleagues you wouldn’t know otherwise.
“Making an effort to know someone, finding opportunities to participate, and being available to others has helped increase my visibility at HubSpot,” says Tina Aita, a senior customer support specialist.
Aita adds, “Volunteering as an editor and contributor for the User blog, creating internal company posts, and working with our technical writers to improve our knowledge base articles has allowed me to connect with other departments and have some one-on-one time with those in other roles such as product experts and managers.”
2. Schedule one-on-one video calls with colleagues.
When remote, you can’t get to know colleagues who sit next to you like you can in an office. This is why many of the remote employees I spoke to encourage setting up a one-on-one video call or a virtual lunch to get to connect with their coworkers.
“During my first few weeks at HubSpot as a net-new remote employee, I invited most team members to virtual lunch,” says Kate Reed, a senior customer success manager from New Orleans.
“I took an hour to have a one-on-one lunch and chat about nearly anything but work with each colleague,” Reed shares. “Those are the people I feel most comfortable approaching — and some of us have even set up regular chats.”
Even as an established employee, it still helps to schedule meetings like these regularly to keep up with or build a stronger working relationship with your colleagues.
“I schedule at least three video calls with different teammates each week that I used as times for informal relationship building,” says Meghan Castillo, a learning experience designer based in Virginia. “This allows me to catch up on happenings in their lives and the office, as well as build stronger connections and familiarity to gain access to information faster.”
Scheduling regular check-ins is also a strategy of the HubSpot Blog’s Managing Editor, Meg Prater. On top of booking monthly one-on-ones with colleagues she doesn’t often see in daily meetings, Prater says. “I also grab virtual coffees and lunches with colleagues.”
“I’m an introvert by nature, so none of this comes easily to me, but I also try to join in on groups and cross-team projects when they come my way,” Prater explains. “All of these small actions make me more visible to my colleagues and a better resource for them as well.”
3. Publish, share, and discuss insights from your role.
If your company has a blog or Wiki that’s specifically for employees to post on, use it to write about your ongoing projects, insights, or achievements. Alternatively, consider writing a blog post on your own site and then sharing posts with your colleagues.
Writing about what you’ve learned in your role will allow colleagues to learn more about you, your role, and what you’ve accomplished. Fellow employees might also be interested in reaching out to you for questions about your insights or to work with you on a project.
At HubSpot, we haven an internal Wiki where employees can post insights and lessons. One remote employee who’s utilized it throughout his time at HubSpot is Blake Reichenbach, a customer support specialist based in Kentucky.
“As soon as I was comfortable in my role, I made it a priority to start building my visibility within the company. I approached it by being attentive to problems that I noticed and then applying my strengths to finding solutions to those problems,” says Reichenbach. “As a writer, that took the form of writing posts for our Wiki, contributing to the Marketing and User blogs, and using my own website to test and apply inbound best practices.”
“By the time I made my first trip to the office, several colleagues remarked about being glad to put a face to my name since they recognized me from Slack, the blogs, and/or the Wiki,” says Reichenbach.
When it comes to writing a good Wiki or internal blog, Reichenbach gave a few tips.
“A good Wiki is going to address common pain points — such as certain issues you run into as a customer support rep,” Reichenbach says. “It provides actionable insights that are personable and easy to digest.”
While you can use Wikis to highlight accomplishments, Reichenbach explains that these posts aren’t just about “shining light on your own successes,” Instead, “They should provide value for your colleagues, answer questions, solve problems, and demonstrate expertise in an engaging way.”
Like Reichenbach, Alex Birkett, a senior marketing manager based in Texas, also says you should “get used to” writing as a remote employee.
“Almost all of your ‘personal brand’ within the company will be built on words. Write internal company Wiki posts, market your ideas on your own blog, and maintain an active Twitter.” Birkett advises.
4. Communicate with colleagues using the company’s direct messenger app.
Aside from publishing content about your thoughts, accomplishments, and insights, Birkett also suggests participating in discussions within your company’s direct messaging system, such as Slack or Skype.
“Both formal work channels and informal or recreational channels can help you gain visibility,” Birkett adds.
Chloe Christiansen, an Inbound success coach, also says she embraces HubSpot’s messaging system.
“I stay connected to teammates by engaging in our team’s channels,” Christiansen says, adding that she discusses formal work topics as well as more recreational topics in these group discussions. “I end photos of my home-base in Oregon, my dog Cabela, and I contribute to the conversations everyone is having throughout the day.”
“This ensures I am supporting my teammates and that I also have a presence in-office, even though I am not physically there,” Christiansen explains.
At HubSpot, internal messaging and remote work is so prominent that some teams even hold daily meetings via direct messaging.
“We do a ‘yesterday/today’ standup each day where everyone can talk about their daily priorities in a couple of sentences,” says Christina Kokoros, a senior helpdesk technician.
“The digital standup helps me to feel more connected to what everyone is doing and helps my team know what I’m up to,” Kokoros explains. “One of the hardest hurdles to get over when going from in-office to remote was the feeling of having to prove that I’m not just home hanging out. So, standups definitely help with that.”
Similarly to Birkett, Kokoros says she also participates in discussion channels that are informal, recreational, or note directly related to work.
“We have a spot to interact with each other as humans, share stories and jokes and all that,” she says.
Even when your colleagues know what your day-to-day role is like, having informal chats with them, like Kokoros, can help you develop a stronger bond or relationship with them.
5. Communicate wins and failures to your team.
Aside from writing about your role experiences in Wikis, as noted in step three, you’ll still want to make sure your manager, team, and colleagues know what you’ve been up to. When you aren’t visible at a company, both big and small accomplishments might appear less obvious, or even unseen. Additionally, your manager might not realize how much you’re actually learning from failures you run into.
To make sure that you, your team, and your manager are all on the same page, regularly fill them in on your progress and what you’ve been up to.
“Since my manager and your team aren’t sitting beside me, it’s important that I communicate both wins and failures. This helps us build a relationship while making sure my work isn’t flying under the radar, ” says Reed.
“For example, I forward wins to my manager and mentor when they come in from customers. It makes their day too,” Reed adds. “Conversely, I share the failures too by bringing them to my one-on-ones so I can show my manager where I need to grow.”
6. Visit the office in person.
If you get the opportunity to visit your company’s headquarters, remote HubSpotters suggest that you take advantage of it. This visit will give you a chance to develop a literal in-person connection with your colleagues.
“My manager enabled me to revisit the Cambridge office around the 10-month mark of my employment, and I used that trip to get coffee and have some face time with folks on the marketing team, blog teams, Academy team, as well as support leadership,” Reichenbach explains.
“I used these conversations as an opportunity to introduce myself, get to know more about the work that these teams were doing that may not have been very visible from the vantage point of the customer support org, and outline my own interests and goals,” Reichenbach adds. “By extension, I was able to expand my ’employee brand’ into teams that I didn’t directly work with on a daily basis.”
“There are several times per year that I come to the office for events or major meetings. When I’m there, I always make it a point to spend as little time on my laptop as possible and as much time getting coffee, lunch, and drinks with people as I can,” Birkett similarly adds.
Allie Decker, a content manager for the HubSpot Blog, says she visits the Cambridge headquarters quarterly. While she uses most of the time to schedule meetings with colleagues, she also blocks time for bonding away from the office.
“I do my best to spend time outside of work with coworkers — like at happy hours and lunches,” Decker explains. “I also make it a point to never miss any big, company-wide meetings, events, or celebrations.”
7. Start or take over a company-wide program.
Aside from regularly visiting the HubSpot offices in Cambridge, Decker has also taken over a company-wide internal event that requires months of planning and working with multiple company stakeholders.
“The program I manage is a quarterly, company-wide event that requires me to work with almost every department in the company. It also gets my name and face in front of everyone who attends,” Decker explains.
“I would encourage every remote worker to seek out those opportunities, even if they don’t perfectly match up with their day-to-day job,” Decker advises. “Running the program is intimidating and definitely much different than my typical remote projects, but it’s a good challenge and helps me become known and trusted.”
While Decker took over a major company program within HubSpot, Reed also suggests volunteering or working on highly-visible projects.
“Find a hole in a process? Raise a flag and offer to figure out a way to fill it,” says Reed. “This is also a great way to make an impact on your team, even when you are new to a role or new to working remote.”
8. Participate in discussions during team video calls.
Aside from making extra efforts like participating in groups, scheduling one-on-ones, and writing Wikis, don’t forget to leverage the team meetings you already have scheduled as a way to gain visibility.
Emily Tong, a revenue operations specialist based in Indiana, says, “I try to make at least one connection or ask one question during any given meeting.”
“If people don’t introduce themselves during the meeting and everyone else is sitting in a meeting room, I may ask them who is speaking or ask them to adjust the camera — this calls attention to remote accessibility and generally makes it easier for me to communicate,” Tong adds.
If you’re able to host or present something at a team meeting, Aita and Castillo have some additional tips on how to gain valuable visibility as a leader.
“I aim to engage colleagues in my weekly team meetings by hosting a topic of discussion or providing my own insight into the conversation,” says Aita. “This gives me the confidence I need to push myself out of my comfort zone, share my ideas, and converse with others.”
When running team meetings, Castillo similarly adds, “I try to set the tone by beginning with a comment from each person related to something fun happening in their lives outside of work.”
Navigating Remote Work
Gaining visibility can be challenging, but — as the HubSpotters featured in this post have learned — it can also be incredibly beneficial to your success.
“I think losing visibility, and therefore career growth opportunities, is probably one of the biggest fears of those considering going remote,” says Birkett. “However, you can gain visibility when remote, too. It just takes more planning, a conscious effort, and probably a company that truly embraces remote culture.”
If you’re a remote employee, take a note from Birkett and the HubSpot workforce by connecting with colleagues whenever possible. To learn more about how to be a successful remote employee, check out this piece with more tips from remote HubSpotters.
2019 will be remembered as a Teutonic shift in the world of podcasting.
Nowadays, over 51% of the United States have listened to at least one podcast.
All of this money and attention has lots of readers asking how their brand can take advantage of the audio boom by starting their own podcast.
In many ways, it’s a lot easier for folks who subscribe to the philosophy of Inbound Marketing to start a podcast because you’re likely to have lots of existing content. In this post, we want to help marketers leverage their existing content and turn it into a branded podcast.
But first — when does it even make sense to convert your content into a podcast, and when should you hold off?
When does it make sense to convert content into a podcast?
If you’re looking to leverage existing content you ultimately have two main channels to focus on — video, or your blog.
The first thing you need to do is audit your existing content to get a sense for your most popular topics. At this point, don’t worry about whether the content format should be blog posts, videos, ebooks, or social posts. Instead, just focus on what topics and content are resonating the most with your audience.
Once you’ve identified a few core topics that are most relevant to your brand, you’ll have an easier time brainstorming podcast show ideas.
Additionally, this is obvious but needs to be said — a podcast is more than one episode. When thinking about starting a podcast from scratch or using existing content, you need to have enough content to justify multiple episodes. If you’re struggling to think of more than 2-3 episodes, it’s likely the content is too narrow.
A branded podcast can either be a limited run season, or ongoing where episodes are released regularly in perpetuity. Seasonal shows work well when you have a limited amount of content around a certain topic. Ongoing shows, on the other hand, tend to be easier to produce when you have an endless stream of updates, such as news or reviews.
One method isn’t necessarily better than another — you should select seasonal or ongoing based on the goals of your podcast and the type of content you produce.
How to Convert Video Content into a Podcast
Here at HubSpot, we have an enormous library of video content but only a small portion of it works for converting into a podcast. Here’s what excludes our video content from becoming a podcast:
- Bad Audio: Hands down the number one biggest issue for converting video content into a podcast. Sometimes videos are recorded with lapel mics that pick up lots of t-shirt scratches, and can sometimes make people sound like they’re recording from a fishbowl.
- Referencing Visuals: Often explainer videos, product overviews, and educational lessons reference visuals that appearing in the video. Videos that make use of visual aids are generally not a good fit for podcasts because the people obviously will not see what the presenter is referring to.
- Too Short: Podcasts tend to be longer-form content than video or blogs. Many videos that companies produce are relatively short, ~2 minutes. For someone looking to listen to your podcast, this may not be substantial enough in terms of the information covered.
So what videos do work for converting to a podcast? One of the best examples we have is our show, Agency Unfiltered.
The show began as a web-series of interviews that didn’t use any visual aids in the conversations. Listeners were reaching out to the show’s host, Kevin, asking if it could be converted into a podcast so they could listen on their commute or at home. So we took the audio (high-quality) and turned it into a podcast.
Kevin Dynn told me, “One of the biggest pieces of feedback we had for Agency Unfiltered was to release it as a podcast. What we found is that partners wanted the audio content available to be downloaded and listened to on their commutes.”
Dynn added, “For us, it was a piece of cake to do. We already had titles, descriptions, the intro and outro snippets, and the full audio files. And thus far, the process has been easy and the results have been very encouraging.”
Within a few weeks, the podcast layered a whole new group of listeners on top of those who watched the videos. In fact, on one of the recent videos, we saw a 70% uplift in people engaging with the content simply by turning it into a podcast.
It’s important to note — we have not seen podcast downloads cannibalize video views.
Making the video series available as a podcast has simply added value to the audience because it allows people to engage with the content however, and whenever, they want.
Alternatively, if you don’t have a video series, blog content can serve as an excellent jumping-off point for planning and creating a podcast. Let’s explore that option, next.
How to Convert Blog Content Into a Podcast
Here at HubSpot, we highly encourage marketers to think about their content from a pillar-cluster model. This model is incredibly helpful, both for SEO and for organizing your content in a way that’s helpful for readers. The great thing about the pillar cluster model for blogging is it aligns well with the seasonal approach to podcasting.
First, try thinking about your overall topic cluster as a season of the show, with each individual blog post being a distinct episode. Following this path, it makes it much easier to plan a season’s worth of content that all deals with a similar theme or topic without being repetitive.
Like video, only a small portion of blog content will work for turning into a podcast. Here is a quick way to exclude content that’s not a good fit:
- Listicles and Roundups: No one wants to hear you read a list of things they can’t click on.
- Articles that Rely on Visuals: There are exceptions to this rule, but for the most part, if the post is highly visual it’s unlikely to be a good fit for a podcast episode.
Once you decide what topics your show will cover, and which blog posts will serve as a good jumping-off point for episodes, you can finally go through the process of recording.
When recording, it’s important to remember your episodes should never just be a host reading an article. Writing for people listening is much different than writing for people reading. If you don’t update your content to be audio-first it will sound stiff, boring, and inauthentic.
To help you write scripts for a podcast you need to have all of the parts of a successful podcast episode. Check out The Anatomy of a Perfect Podcast Episode for help on how to create a great podcast episode.
How to Combine Text and Video to Create a Podcast
At HubSpot, we are combining the video and blog approach in the upcoming season of the Skill Up podcast. Each season is based around a topic cluster we have identified as valuable based on blog content and keyword search volume. This helps us plan seasons, as well as specific episodes. SEO research also helps us with episode titling and episode descriptions.
In terms of production, we’re using snippets of audio from our videos in order to leverage existing interviews. We will also be using a single narrator each season who will guide listeners through the content. Using a host will also make it easier to add flair to an existing interview without having to re-record the conversations.
Overall, we’re leveraging all the content we have but keeping a tight focus on making it enjoyable for podcast listeners specifically.
Advice for Repurposing Existing Content into a Podcasts
When repurposing content for podcasts, remember to always ask yourself — would I listen to this? Ultimately, if your audio content isn’t good enough for the creator to listen to it, then you shouldn’t be making it. You need to first and foremost think about your listener and make sure you’re providing them with excellent content.
You can use your existing content as a jumping-off point for creating a show. The last question is simple: What’s stopping you from starting now?
Growing up, I used to play “grocery store” with my sister. We’d go into our pantry, take out all the food, and set up a grocery store in our living room. I would typically “buy” goldfish.
You might be thinking, “What does this have to do with market share?”
Well, let’s say that I bought 10 bags of goldfish from various “companies” that my sister, mom, and dad owned. If three of those bags were my sister’s goldfish, that would mean that she had a 30% market share of my goldfish.
Put simply, that is market share. But how does that impact marketers?
As marketers, it’s important to understand market share so you know how your company ranks against competitors and can develop new marketing strategies to reach more potential customers.
Below, let’s review market share – what it is, how it’s calculated, and why it’s important.
What is Market Share?
Market share is the percentage of an industry’s sales that a particular company owns. In other words, it’s a company’s total sales in relation to the industry.
Typically, it’s calculated over a period of time, dividing it into yearly or quarterly sales, and separated by national and regional levels.
Market share gives a company an idea of its revenue compared to the overall industry and its competitors.
Once you calculate your market share, you can begin strategizing how to increase your overall revenue.
Below are a few strategies your company can use to expand your market share:
1. Lower prices.
A great way to compete in your industry is to offer low prices. This is the low-hanging fruit of expanding your market share because consumers typically look for lower cost products. However, it’s also important to note being the “cheap” option isn’t the right move for every brand.
2. Innovate new products and features.
Companies that are innovating and bringing new technology to the table, often increase their market share. Once those companies have brought on new customers, they can work on customer loyalty and build a relationship with their consumers.
3. Appeal to new demographics.
Your marketing team should market launch campaigns for new products and features you introduce. Additionally, the marketing team needs to figure out how to reach a larger portion of the market. That might mean running promotions, discounts, or sales to attract new customers.
4. Delight your customers.
One of the best ways to grow your market share is to work on your customer relationships, so you can retain current customers.
Interestingly, one of the top marketing strategies is to delight current customers, so you can attract new ones.
5. Branding awareness.
Branding awareness and national marketing play a large role in capturing market share. It’s important to get your name out there so customers know who you are. Becoming a household name and the preferred brand in an industry will help increase your market share.
Generally, larger companies have the highest market share because they can provide products and services more efficiently and effectively.
But, why is this so important? Below, let’s figure out what impact market share can have on your company.
For example, with growing industries — which have a growing available market share — companies can still increase their sales even if they are losing market share.
On the other hand, with discretionary income industries, such as travel or non-essential goods like entertainment and leisure, the economy can have a major impact on market share. Sales and margins can vary depending on the time of year, meaning competition is at all-time high.
The high competition often leads to risky strategies. For instance, companies might be willing to lose money temporarily in order to force competitors out of the industry and gain more of the market share. Once they have more market share, they can raise prices.
Like I mentioned above, though, it’s possible to have too much market share. Government antitrust laws prevent businesses from getting too big.
Whether your company is just starting out or is well-established, it’s important to understand market share and how it impacts your marketing tactics.
Do you ever feel like your favorite companies just get you sometimes?
For instance, I really enjoy how Netflix has different Twitter and Instagram accounts dedicated to their popular categories like Netflix Is A Joke (Comedy) and Strong Black Lead (African American audiences).
Netflix’s comedy account is my favorite — it incorporates memes and updates about new stand-up specials, comedy series, and employs user-generated content (UGC) to engage with Netflix followers. And I think it’s hilarious.
These social media accounts demonstrate that Netflix knows its audiences to the point where they can target them based on themes and market accordingly.
Ultimately, it’s a fantastic way to integrate audience targeting in social media and engage their micro-audiences.
Here, let’s explore what audience targeting is, and how you can use it in your own marketing strategy.
What is audience targeting?
Audience targeting is the method of separating consumers into segments based on interests or demographic data. Marketers should use audience targeting to formulate campaigns that will align directly with their consumers’ lifestyles.
Helpful demographics to consider would be age, average income, interests, location, and gender. Other considerations that can be helpful are psychographics — values and motivations that impact a consumer’s buyer’s journey.
To reach the right people for lead generation, you can use audience targeting, which ensures you’re using your marketing resources and time in the right places, and for the right people.
Another benefit? You won’t have to waste ad spend on audiences that won’t deliver high ROI.
When segmenting your audience, think of the type of audience you want to reach for a particular campaign or product, and which demographics you need to focus on.
Initially, you’ll want to refer to your existing buyer persona(s). However, it’s important to note that your existing buyer personas aren’t always the same as the audience you’re trying to target for a specific campaign or product.
For instance, think about the possible buyer persona of one of your favorite companies. For the sake of this example, let’s use LinkedIn. Their buyer persona is probably a professional adult, aged 22-40, looking to expand their network and advance their career.
Now that you know a bit more about audience targeting, let’s dive into a couple more tips to keep in mind.
Audience Targeting Tips
1. Look at your analytics to learn more about your target audience(s).
Did you know that Google Analytics has a section that lets you know the interests of your website visitors? This section breaks down what your users are into by category. For instance, it can tell you whether your audience is made up of travel buffs, cooking enthusiasts, or music lovers.
Once you’ve explored your analytics, you can tailor your content for specific demographics. For instance, you might notice a large majority of your core website visitors are music lovers — can you bake the concept of music into some of your marketing materials, even if your product or service is unrelated? Alternatively, should you try putting ads on Spotify or Apple Music?
Of course, it’s equally important you keep the goal of your campaign in-mind. If you’re trying to increase brand awareness, you might want to create content that aligns with the interests of a broader group of people and limit the amount you hyper-target groups.
2. Engage with audiences by conducting focus groups.
If you’re feeling stuck regarding how to target the interests of your audiences, and research isn’t working, it’s time to engage with your customers. One way you can figure out how to market to them is by asking them!
Reaching out in an Instagram poll or a marketing email gives the power to your customer. Additionally, you might try holding focus groups to ensure your marketing campaign is truly targeted to the right demographics before you officially launch.
3. Create useful content on social media to appeal to your target audience.
Your content should be something your audience can use. If you find that your audience engages well with certain types of content, be sure to think about that when planning out your content calendar.
For instance, if you’ve found that Instagram is where you have the most engagement, the platform should be a primary focus of your marketing efforts. Here, you’re targeting interests by meeting audiences where they prefer.
Posts about discounts, upcoming launches, and re-posting favorable reviews are all ways to use social media to create useful content.
If you’re interested in learning about how you can create targeted content, take a look at Smart Targeting: The Better Way to Reach Audiences & Customers.
Alternatively, if you’re interested in diving deeper into targeting specific audiences on certain platforms, you might check out:
- How to Use Facebook’s ‘Custom Audiences’ Feature for More Strategic Ad Targeting
- How to Run LinkedIn Ad Campaigns: A Beginner’s Guide
- A Step-by-Step Guide to Advertising on Instagram
4. A/B test your targeting to ensure it’s impactful.
If you’re new to A/B testing, it’s a good one to add to your arsenal of marketing techniques. This is because it’s a way to test your content before actually pushing it out there, and helps mitigate risk. A/B testing is an experiment that splits your audience into two groups, A and B, who will participate in a test run of your content and provide useful feedback that can help you improve your marketing content before officially launching it.
For instance, if you have a variation of tweets for your product launch and want to know which tweet will perform better, you can set up an A/B test to help you choose. This technique ultimately ensures you’re reaching your goals with targeting, and helps you keep note of which marketing messages that are better for your audience.
For a more comprehensive look at A/B testing and how they can help you target your audience, click here.
5. Run one creative ad, but personalize for various audiences.
Here’s a cool way to diversify content: run personalized ads. If you have an ad that’s pretty general, see how you can alter it slightly for various audiences. Mixing the messages can be an easy way to ensure your audiences feel targeted.
Let’s say you’re posting an ad on LinkedIn about a product launch. You have the ad for marketers queued up and ready to go. But can your product impact sales people and customer service reps as well, and can you switch up the language to reflect that?
Alternatively, if you send out newsletters or marketing emails, you might try diversifying similar content to appeal directly to a certain audience. Starting out an ad with, “Hey, HR Managers …” goes a long way.
Targeting audiences is important, especially in the digital age.
When you target audiences, remember to keep your buyer persona in mind. They should be at the heart of targeted ads and content, so your marketing materials can drive a high ROI for your business.
When I was 12 years old, I used to look through my older cousin’s CD collection, a little confused.
I didn’t understand the need to have CDs when I could go on my iTunes and listen to all my favorite songs. Then, when I was in middle school, I got my first hand-me-down iPod shuffle.
This is a great example of the product life cycle (PLC) in action. CDs were in the decline stage while the iPod was in the growth stage – more on the stages below.
Overall, the concept of the product life cycle is to help businesses make decisions on how to mature and grow in the marketplace.
As marketers, it’s important to understand how your marketing tactics and strategies will change depending on the stage your company is in.
For example, a brand new product will market differently than a well-established, mature product. On the one hand, the marketing will focus on raising awareness and on the other it’ll focus on maintaining awareness.
Below, let’s review the product life cycle — from learning about what it is, what the stages are, and looking at real-life examples.
The development stage of the product life cycle is the research phase before a product is introduced to the marketplace. This is when companies bring in investors, develop prototypes, test product effectiveness, and strategize their launch. Due to the nature of this stage, companies spend a lot of money without bringing in any revenue because the product isn’t being sold yet.
This stage can last for a long time, depending on the complexity of the product, how new it is, and the competition. For a completely new product, the development stage is hard because the first pioneer of a product is usually not as successful as later iterations.
The introduction stage is when a product is first launched in the marketplace. This is when marketing teams begin building product awareness and reaching out to potential customers. Typically, when a product is introduced, sales are low and demand builds slowly.
Usually, this phase is focused on advertising and marketing campaigns. Companies build their brand, work on testing distribution channels, and try to educate potential customers about the product. If those tactics are successful, the product goes into the next stage — growth.
During the growth stage, consumers have accepted the product in the market and customers are beginning to truly buy-in. That means demand and profits are growing, hopefully at a steadily rapid pace.
The growth stage is when the market for the product is expanding and competition begins developing. Potential competitors see success and want in. During this phase, marketing campaigns often shift from getting customers to buy-in to the product to establishing a brand presence so consumers choose them over developing competitors.
Additionally, as companies grow, they’ll begin to open new distributions channels and add more features and support services.
The maturity stage is when the sales begin to level off from the rapid growth period. At this point, companies begin to reduce their prices so they can stay competitive amongst growing competition.
This is the phase where a company begins to become more efficient and learns from the mistakes made in the introduction and growth stages. Marketing campaigns are typically focused on differentiation rather than awareness. This means that product features might be enhanced, prices might be lowered, and distribution becomes more intensive.
During the maturity stage, products begin to enter the most profitable stage. The cost of production declines while the sales are increasing.
During the product saturation stage, competitors have begun to take a portion of the market and products will experience neither growth nor decline in sales.
Typically, this is the point when most consumers are using a product, but there are many competing companies. At this point, you want your product to become the brand preference so you don’t start to enter the decline stage.
Again, marketers need to focus on differentiation in features, brand awareness, price, and customer service. The competition reaches its apex at this stage.
Unfortunately, if your product doesn’t become the preferred brand in a marketplace, you’ll typically experience a decline. Sales will decrease during the heightened competition and are hard to overcome.
Additionally, consumers might lose interest in your product as time goes on, just like the CD example I mentioned earlier.
If a company is at this stage, they’ll either discontinue their product, sell their company, or innovate and iterate on their product in some way.
To extend the product life cycle, successful companies can implement new advertising strategies, reduce their price, add new features to their increase value proposition, explore new markets, or adjust brand packaging.
The best companies will usually have products at several points in the product life cycle at any given time.
Example of a Product Life Cycle
Similar to the CD example above, let’s follow the product life cycle of the typewriter:
- Development: Before the first commercial typewriter was introduced to the market, the overall idea had been developed for centuries, beginning in 1575.
- Introduction: In the late 1800s, the first commercial typewriters were introduced.
- Growth: The typewriter became a quickly indispensable tool for all forms of writing, becoming widely used in offices, businesses, and private homes.
- Maturity: Typewriters were in the maturity phase for nearly 80 years, because this was the preferred product for typing communications up until the 1980s.
- Saturation: During the saturation stage, typewriters began to face fierce competition with computers in the 1990s.
- Decline: Overall, the typewriter couldn’t withstand the competition of new emerging technologies and eventually the product was discontinued.
However, not all products need to face the decline stage. Companies can extend the product life cycle with new iterations and stay afloat as long as they have several products at various points of the product life cycle.
Whether you’re developing a brand new product or working with a mature, well-established brand, you can use the product life cycle stages as a guide for your marketing campaigns.
Does your marketing include episodic video content? Wondering how to promote your series? In this article, you’ll discover how to release and promote a documentary storytelling series on social media. Why Marketers Should Consider Documentary Storytelling Using storytelling rather than product pushing in marketing content can give you a significant edge. While traditional marketing highlights […]
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We get it, fellow marketers —sometimes, you just need the numbers.
The new year means a lot of things: new life changes, new opportunities, chances to change lives, and, for marketers, new campaigns to plan.
The juggernaut known as social media only gets bigger with every new year, and because of that, demographics shift with it. And, ultimately, keeping on top of important numbers before your social media campaigns can help you with ROI in the long run.
Here, we’ve compiled the state of social media demographics, optimized with the most important data you need to know about your audience and shaping your personas for 2020, including everything from Instagram to TikTok.
- Facebook has over 2 billion users. (We Are Social)
- Facebook users are 74% female and 62% male. (We Are Social)
- The most popular age range of Facebook users is 18–29, at 81%. (The Rainmaker Blog)
- 75% of Facebook’s users are located in urban areas. (The Rainmaker Blog)
- 96% of Facebook users access the site via mobile devices. (Statista)
- 269 million of Facebook’s users are in India. (Statista)
- College graduates make up for 77% of Facebook’s adult users. (The Rainmaker Blog)
- The median income of most Facebook users is between $30,000-$49,000. (The Rainmaker Blog)
- Instagram’s users are 39% female and 30% male. (The Rainmaker Blog)
- The most popular age range of Instagrammers is 13-17, at 72%. (The Rainmaker Blog)
- Most of Instagram’s users are located in urban areas, at 42%. (The Rainmaker Blog)
- Instagram has 600 million daily active users. (The Rainmaker Blog)
- Instagram has over 1 billion monthly active users. (Instagram)
- 500 million active users interact with Instagram Stories. (Instagram)
- 42% of Instgram’s users are college graduates. (The Rainmaker Blog)
- 60% of users say they discover new products on Instagram. (Instagram)
- Twitter has over 330 monthly active users. (Statista)
- The U.S. is the country with the most Twitter users, at 48 million. (Statista)
- Twitter users are 24% male and 21% female. (Statista)
- According to Twitter’s internal data, Twitter is the #1 platform for discovery. (Twitter for Business)
- 32% of Twitter users have a median income of $75,000. (The Rainmaker Blog)
- 27% of Twitter users are between 30-49. (The Rainmaker Blog)
- There are 29% of Twitter users living in urban areas. (The Rainmaker Blog)
- Snapchat reports that 38% of its audience are exclusive to the app in comparison to Facebook or Instagram. (Snapchat for Business)
- Snapchat has 210 million daily active users. (Snapchat for Business)
- 24% of social media users have Snapchat. (Pew Research Center)
- 73% of 18-24 year olds use Snapchat. (Pew Research Center)
- 46% of US adults visit Snapchat multiple times a day. (Pew Research Center)
- TikTok is available in over 150 markets in 75 languages. (App Ape Lab)
- There are 500 million monthly active TikTok users. (App Ape Lab)
- TikTok users are 55% male and 44% female. (App Ape Lab)
- The most popular age group of TikTok users are teens, with 21% male teenagers and 18% female teenagers. (Business of Apps)
- In Asia, the #1 market for TikTok is Cambodia. (Business of Apps)
- Half of TikTok users are under the age of 34. (MarketingCharts)
- 37% of adult TikTok users have a median income of over $100,000. (MarketingCharts)
- 41% of TikTok users are teens. (Oberlo)
- 81% of US internet users aged 18-25 watch YouTube videos. (Statista)
- YouTube has two billion monthly logged in videos. (Statista)
- 15% of YouTube’s traffic comes from the U.S. (Alexa)
- 73% of adults watch YouTube videos. (Pew Research Center)
- LinkedIn has 660 million members. (We Are Social)
- The website is available in 24 different languages. (We Are Social)
- The region with the most users is Europe, with over 206 million. (We Are Social)
- LinkedIn has the fastest growing membership rate among 18-24-year-olds. (We Are Social)
- The largest age group on Reddit is 18-29 year olds, at 29%. (Statista)
- Reddit’s largest traffic by desktop users comes from the US, at 49%. (Statista)
- Reddit has over 1.2 billion monthly visits. (Statista)
- 15% of Reddit users are male, 8% of Reddit users are female. (Statista)
- Only 10% of females under 50 use Reddit. (Pew Research Center)
- 42% of Reddit users are college graduates. (Pew Research Center)
- Reddit users from the US make up 50% of its traffic. (Search Engine Journal)
- 70% of Redditors speak English. (Search Engine Journal)
Feel free to refer to this list periodically as you’re working through your editorial calendars and audits for the new year. As this time of year calls for a fresh slate, the research behind your next incredible campaign has to be fresh, as well. Happy planning!
For many of us, New Years Resolutions likely include less social media, more time with friends, or a renewed focus on health and wellness (which is probably why my gym is packed throughout the month of January … ).
And, as it turns out, there’s another popular New Years Resolution for many people in 2020 — a career shift.
In fact, a new study from Fiverr and YouGov shows over half of American workers (59%) want to make changes to their careers in the new year.
Among other things, these changes include location shifts, industry shifts, the ability to work remote, or a desire to pursue a passion.
If you’re one of the 6 out of ten interested in a career shift, you’re in luck. Here, we’ve interviewed top Fiverr freelancer Charmaine Pocek — who’s made over $3 million on Fiverr helping people with career moves — to determine her five tips for drastically changing your career in 2020.
Tip #1: Think long and hard about what you’re passionate about.
“Our likes and dislikes change a lot over time, whether it’s the food we eat, the music we listen to, or even the people we choose to hang out with. That’s why before making a change, it’s always a good idea to reflect on what you feel strongly about in your life and career. Think about what you like to do outside of work. But, also, think about the things you like about your job and how those could transfer elsewhere.” Pocek advises.
She continues, “Do you travel a lot, does your company give you the opportunity to work remote, or do you get to pursue passion projects? Even if the company you work for or the work you do isn’t something you want to continue with, maybe there are aspects about it that you enjoy and want to hold onto.”
“It’s also important to have a clear and meaningful purpose that you find emotionally engaging. What do you really
need from your work? To make a difference? To become financially independent?”
“You should be able to answer these questions before pursuing a career change.”
Think you might be interested in marketing? Take a look at HubSpot’s Ultimate Guide to Marketing Jobs.
Tip #2: Meet people, network, and ask for help.
Pocek says, “After you’ve identified your passion and thought about what you really need from a job, it’s time to network, network, network. But it’s not always about going to meet-ups and expensive conferences. For instance, let’s say someone has decided they want to move into the world of photography. A great way of networking for them would be to direct message influencers they follow on Instagram, and ask them how they got started.”
Alternatively, if you’re interested in pursuing a career in marketing, Pocek advises, “Reach out to someone that works at your favorite company on Linkedin, or via email, and introduce yourself. In many cases, people will appreciate the extra effort you’ve put in to connect with them 1:1 and are more likely to be willing to share advice, tips, etc.”
Tip #3: Set small goals for yourself and reward yourself when you meet those goals.
Pocek suggests, “Let’s use the photography example from above. You may not be able to quit your job and travel the world taking photos just yet — but that said, if that’s what you’re looking to do, make an effort to travel more and take photos on the weekends. Whatever your end goal is, whether it’s to change the company you work for, increase your flexibility at work, or work remote more often, every time you muster up the confidence to ask your boss to work from home, or every time you send out your resume to a new company, reward yourself.”
Additionally, Pocek adds, “One thing I did for myself this year was to buy myself a Pandora bracelet. Throughout the year I have set small goals for myself and whenever I meet a goal, I will buy a charm for that bracelet. It might take me years to fill it up, but once I do I can tell you, it’ll be the most rewarding feeling.”
Tip #4: Don’t be afraid to step outside your comfort zone and just do it.
“You do or you do not. There is no try. Those words were spoken not by Socrates or Aristotle, but rather Yoda (or, really, George Lucas). Ultimately, this quote reminds me that you can prepare yourself all you want to make a change, but you’re not going to know how it will turn out until you just do it.”
“That’s always the hardest part. Whether you’re starting a new diet or writing a book, it’s always the first day, the first page that’s the hardest. But you did it. You committed and you need not try, you just have to do.”
Tip #5: Always remember why you wanted this change in the first place.
Pocek concludes, “I realized that something needed to change in my work-life / financial situation when my husband and I decided to adopt. We wanted to grow our family but didn’t have the means to do it. That’s when I started working on Fiverr helping people with their resumes. I remember this daily and am so grateful (and proud) of the family we became.”
“Remembering why you started something or opted for a certain change can revitalize your passion in what you’re doing, and save you when you’re feeling down. I work just as hard now as I did when I started working in this field, if not harder, to make sure this little family that we’ve built creates more memories that last a lifetime.”
Do you share content on LinkedIn? Wondering how to publish LinkedIn content that gets more clicks and engagement? In this article, you’ll discover how to develop and share LinkedIn posts people click on. Content That Works on LinkedIn People want to know you—your passions, your sense of humor, and what makes you someone worth paying […]
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During my HubSpot on-boarding, marketing new hires had to watch recorded product demonstrations to learn the platform. These videos typically included a screen recording, webcam footage, and narrated audio to go along with it.
Those training videos were recorded using screen recording software, which can be used to record a portion or the entirety of your computer screen. These recordings often include audio and cursor movements.
For your team, screen recorders can be used for several reasons — from creating tutorials for your website to recording a recurring tech issue to sending your marketing team a quick note instead of an email.
Plus, we can’t forget about product demos and training videos that can be used by many departments on your team, from marketing to sales to customer service.
Below, let’s learn about the best free and paid screen recording options for your company — whether you work at a small business or enterprise company.
- Price: Individual, $249 one-time fee, install on two machines per user; Business, $199.20 – 240 depending on the size of your team
- Best for: Professional videos
Camtasia is a screen recording option for Mac and Windows users that are looking to create professional-looking videos such as webinars, explainer videos, or knowledge base videos.
With this software, you can record your screen and audio, add effects including text and transitions, and instantly upload your video to YouTube, Vimeo, or Screencast.
Additionally, this software offers features including music and audio from its royalty-free music and sound effects, catchy titles and annotations, quizzes for interactivity, and animated transitions.
The built-in video editing tool is what sets it apart from other screen recording software, giving this software the ability to create more put-together videos for your team.
- Price: Individual, $49.95 one-time fee, install on two machines per user; Business, $24.97 – 49.95 depending on the size of your team
- Best for: Visual instruction videos
With this option, your team can easily create instructional videos that are customizable.
Before you begin, you can choose to create a video from templates, images, or record a new video.
Once you capture the process, you can markup the screenshots or talk through the process and add in visual instructions including custom how-to guides or tutorials.
Additionally, SnagIt offers other customizable options. You can easily move objects around on your screen capture, rearrange buttons, or even delete and edit text.
Plus, the step tool allows you to quickly document a process and workflow with a series of numbers.
The customizable tools are built with step-by-step instructional videos in mind.
- Price: Pro, $5.99/month per user; Enterprise and Teams, starting at $4.99/month per user
- Best for: Remote collaboration
Droplr is a screencast tool that is best used for remote collaboration.
When you capture a screenshot or record your screen, you can explain your thoughts by adding messages with the text field.
Additionally, there’s also a privacy feature so you can blur sensitive information to keep your content safe.
However, one of the best tools is that your videos can be branded, with customizable short links using your company domain, adding a company logo, and using your own branding images for professionalism.
Overall, the advanced annotation feature makes this a great option for remote teams to get their jobs done faster.
- Price: OneScreen Hype, $10/month; OneScreen Swap, $10/month; OneScreen Annotate, $100
- Best for: Collaboration and video conferencing
OneScreen is a browser-based video conferencing tool companies can use to collaborate, meet, train, or present.
One of its most basic capabilities is the screen sharing and recording function, so your team can record any meeting right in the browser, no download required.
Additionally, there are robust annotation and whiteboard tools your team can utilize.
While OneScreen works well with enterprise companies who need video conferencing hardware and software, it also offers more affordable software for smaller companies.
- Price: Basic Plan, free; Pro Plan, $8/month; Team and Company Plan, contact for pricing
- Best for: Work communication
Loom is one of the best screen recorders on the market for Mac, Windows, and iOS.
You can easily record your whole screen or a partial screen and narrate using your microphone. At HubSpot, we’ve been known to use it to disseminate information to our marketing team.
When you’re done recording, it offers easy editing capabilities, allowing you to trim the video or add a call-to-action (CTA) and custom thumbnail.
To share your video, you can instantly share with a link and even add a password for extra privacy. Loom’s easy-to-use platform and privacy features make it an excellent choice for workplace communication.
Overall, this is a great choice because it’s quick, easy to use, and offers everything you’d need.
- Price: Free; Unlimited, $49/year; Teams, contact for pricing
- Best for: Tutorial videos
Screencastify is a Google Chrome screen recorder that is best used for creating tutorial videos.
With its free version, you can easily record up to five minutes per video of your screen and webcam, add annotations, trim your videos, and export to Google Drive or publish to YouTube.
The paid versions offer some more bells and whistles, most notably the unlimited recording length, and priority support.
Other features include narration, offline recording, the ability to instantly share via Google Drive, and direct upload capabilities.
The easy annotations and customizable screen options make it an excellent choice for tutorial videos.
3. OBS Studio
- Price: Free
- Best for: Professional live streaming
Open Broadcaster Software (OBS) is a screen recording software mainly used for live streaming on platforms like Twitch and YouTube.
When you begin recording, you can choose what part of the screen you want to capture and will have access to an audio mixer. The audio mixer will allow for professional sound quality.
With OBS, you can record an unlimited amount of scenes, switching seamlessly with custom transitions.
Additionally, this software offers a streamlined settings panel so you have a variety of configuration options for your broadcast or recording.
The customizability makes it one of the best screen recorders.
- Price: Free
- Best for: No frills videos
If you want an absolutely zero frills, easy-to-use option, RecordScreen.io is one of the best options.
All you need to do is go to the site and click Record. Then, you’ll choose whether to record the webcam and screen or just the screen.
When you’re finished, all you have to do is download the video.
- Price: Free; Deluxe, $1.65/month billed yearly; Premier, $4/month billed yearly
- Best for: Quick tutorial videos
Screencast-O-Matic is another easy-to-use screen recorder that supports webcam and screen recordings.
With its free version, you can add stock music and captions to your recording, narrate from your microphone, and trim your video.
With the paid version, you’ll get more advanced animation and editing tools. For example, you can even draw on your screen while recording. Plus, you’ll have access to more music and overlay effects.
Additionally, one of the newest features is the stock library full of videos and images you can add to your recordings.
If you’re looking for a no-frills experience, the free version of Screencast-O-Matic is a great option. However, the paid options still offer advanced capabilities.
- Price: Free download or $39 one-time license fee
- Best for: Webinar recordings
Another lightweight screen recorder is Bandicam. This is a software for Windows users making it possible to capture anything on your PC screen as high-quality video.
With Bandicam, you can record webinars, games, meetings, or Skype calls. Then, you can even add narration after the video is recorded.
Additionally, features such as real-time drawing and branding make it a competitive option.
The high-definition recordings and customizable narration options make it great for webinar recordings.
An important thing to note is that the free version places a watermark on videos, so you’ll have to be a paid user to create branded videos.
- Price: Free; Pro, $9/month; Team, $8/user per month; Enterprise, contact for pricing
- Best for: Enterprise recording communication
CloudApp is a great option for the enterprise company in need of screen recording capabilities.
However, it still offers lightweight versions for smaller teams. With the free version, you can create short videos with annotations, GIFs, and basic editing capabilities.
Still, you’ll have to pay for the more robust enterprise tool. With paid versions, you’ll have access to custom branding, management, and support tools that the other plans don’t have.
Additionally, CloudApp offers analytics and insights into who views your content and from where.
These robust enterprise capabilities make it an excellent option for larger companies.
- Price: Basic, free; Standard, $29.95/year; Plus, $59.95/year; Jumbo, $99.95/year
- Best for: Annotated videos
TinyTake is another screen recording option for Windows and Mac users.
When you begin recording your screen, you can capture images, videos, and presentations. Additionally, you can add comments and annotations.
In fact, the annotation toolset is one of the most unique features. You can easily add text, highlight, draw arrows, or blur parts of your screen for privacy. This tool is a convenient way to annotate product reviews or demos.
To get the most out of this product, you’ll want to buy a paid version. The biggest difference in the free and paid versions is the recording limit and annotation capabilities.
Whether you need to record a message for your team, a product demo, or a webinar, you’ll have to use a screen recording software. While most easy-to-use, free options can be used for your needs, there are also more robust tools for larger companies.
A couple of years ago, I ran to every grocery store and convenience store in my area, looking for one specific thing.
I wasn’t going to rest until I found it, and it took months upon months of searching high and low, almost every week, until finally, my eyes settled on the slender, enticing beauty in front of me, right there in my local grocery store.
A bottle of Coke with my name on it.
Finally, I could indulge in a drink I don’t even prefer, just because my name was on it. This is the effect of the Share A Coke campaign: a global company taking steps to localize their efforts.
The great thing about this type of marketing, called local marketing, is that it favors small businesses. You don’t have to be the Coca-Cola Corporation to start a local marketing campaign and have it be effective.
Here, let’s explore what local marketing is, and how you can use it to maximize your own marketing efforts in 2020.
What is local marketing?
Local marketing is the strategy of targeting audiences close to the location of a business with messages reflecting the local market. A business wanting to use local slang or influencers to attract customers living nearby would benefit from local marketing.
The messages using this method relies on proximity. Local marketing materials engage with the communities to build a presence. Tactics like local influencers, advertisements, or hosting public events are all examples of local marketing.
Check out this Instagram post from beauty brand Frank Body. Frank is using local marketing by connecting their products to a cause specific to their home region, in Australia:
View this post on Instagram
My A-Beauty Scrub is made with natural, Aussie ingredients. Like Vitamin C rich Kakadu Plum & Finger Lime, a naturally occurring BHA. 🌿 For the month of January, 100% of all@global sales from the A-Beauty Scrub are going to help fight for and rebuild our home: Australia. Donating to: @nswrfs, @cfavic, @wireswildliferescue and @wildlifevictoria ❤️Tag a mate to let them know.
A post like this shows how local marketing can start small and then expand to the masses, by having the sale apply globally. This sale builds Frank’s reputation as a brand that cares about the local population.
Small businesses can benefit exponentially from local marketing, especially in building a loyal customer base by using local assets.
However, without an understanding of local audiences, you lose that foundation for how you can connect with a crucial part of your market.
For instance, let’s say you lead marketing efforts for a tech company, and after conducting market research, you’ve found that a common perception about your brand is that your laptops are of lower-quality than competitors.
To switch that perception, you might invite students, young professionals, and business owners in your area to perform important job functions on your laptops in-store, documenting opinions. After, the participants share high praise on social media to their followers, tagging your brand. Using those posts, you have now created a user-generated marketing campaign.
This is how local marketing shows that focusing on locality and market research can resonate with a wide audience as a result.
Let’s look at some more ideas to crack into the world of local marketing.
Local Marketing Ideas
These ideas can be scaled to your business and its needs. Remember, you don’t always need millions of dollars to be effective, you just have to focus in the right areas. Use these examples as inspiration when shaping your campaign.
1. Support a cause.
Does your brand want to lead a cause marketing campaign? This can be woven into local marketing. Conduct market research on social issues important to your target audience, like Smirnoff did with inclusivity.
This London-based campaign took action to help marginalized groups safely at night by enlisting the help of volunteers with the help of Westminster Council. By taking action in a specific location with a specific community, Smirnoff solidified their stance on a global issue and took action to support it.
2. Personalize your efforts.
One of the key aspects of local marketing is how personalized it can be. Like the “Share a Coke” campaign, personalized messages can make consumers feel special. Coca-Cola isn’t the only global brand making local strides.
Have you ever seen the location-based mugs in Starbucks? The colorful mugs usually come with the city you’re nearest to printed on them, or with popular landmarks that define the area. It’s a fun way to be proud of where you’re from or collect a souvenir on vacation.
This interactive “Mug Map” on Starbucks’s website shows how the massive coffee company uses their global resources to keep local marketing a prominent feature of their brand. You don’t have to look far to feel included.
Personalized marketing doesn’t have to be super expensive, though, either. If you’re a B2B company, think about how customers in Perth, Australia can benefit from an Australia Day promotion.
3. Get focused on demographics.
Let’s say you want to tap into a certain group within your total audience. Activia wanted to do the same, and started conversations about the well-being of women after recognizing that typically, women are their own worst critic.
They jumpstarted this campaign with a video that showed interviews with American women talking about their connection to well-being, and specifically targeted women in the U.S. between the ages of 25 and 55.
By doing this, Activia started a conversation in a demographic that makes up a large portion of its target audience. They also improved the perception of their brand in this demographic globally by focusing on experiences to which other women can relate.
4. Host local events.
Similar to the tech company example (above), grocery store Lidl found, after market research, that the public perception of their brand was centered around low-quality food. In order to change that, they invited food specialists based in London to a private farmers market in a popular area.
The result of this was high praise on social media about the high-quality of Lidl food at competitive prices. The brand used some of the praise on social media on banners in their store, sparking a domino effect of praise and brand awareness in the London area.
By holding community-specific events, you can ignite the interest of customers in a certain area and invite them to explore your brand. A public demo of products would be a great way for a small B2B company to build a positive reputation.
So now that you have a couple of ideas of how local marketing can look, you’re probably wondering how much this is all going to cost you. Let’s explore that next.
How much does local advertising cost?
It probably doesn’t come as a surprise that the cost of ads fluctuates depending on your goal. Even so, there are handy benchmarks to point to when considering online ad costs. Here are a few of them for the most popular ad platforms, based in CPM (cost per impressions), unless otherwise noted.
- Google Ads: $2.32 per click
- Facebook: $1.72
- LinkedIn: $2
- Instagram: $5
- Snapchat: $2.95
- Microsoft Ads: $1.54 per click
Online advertising can cost thousands per month for small businesses, so make sure your decisions are informed when you make them. Ad costs can also change based on location, and that’s where location targeting comes in.
Location targeting allows you to pick and choose certain geographic locations to advertise in. This can tie in directly with local marketing. If you only want ads to appear in a certain city, region, state, country, or continent, you can.
What’s helpful about location targeting is that you can set up ads that are most beneficial to certain audiences to make sure you’ll have a more impactful ROI. Most ad platforms have the option for location targeting, so be sure to look for that when considering ad space.
Additionally, when you buy ad space, track your analytics so you can measure performance.
When it comes to ad tracking, HubSpot has an ad tracking platform within the CRM. It does the heavy lifting of data collection for you and measures the ROI of your campaigns, allowing you to sync real-time results with the rest of the campaign.
Advertising online can be a tricky business, and if you’re just starting out with the possibility, we have a complete guide available with everything you need to know about it.
Next time I share a Coke with someone, I’ll think about the market research Coca-Cola most likely conducted to figure out how many bottles of certain names to send to specific regions.
How will you use local marketing to impact your business?