I’m not sure if any of you watched “Mad Men” but the Television show has impacted their audience positively in the advertising and marketing business sector.
Advertising is based on the virtue of happiness and involves convincing customers that the product will improve their happiness, or you know, make their lives better.
It is about the perceived value. It is through this that marketers can boost their sales significantly.
Watching the show, there are some marketing tips which you can get from Don Draper and his associates.
Don’t just strike a conversation for the sake of it. Create an emotional bond with the customer. The nature of the relationship between an individual and the customer determines the potential for retention and this promotes proper marketing. Connecting deeply with customers on a personal level is therefore recommended for marketers.
Using advertisements to tell the story of the brand is another tip which can be used by marketers. By sharing the brand’s story with customers, it is possible to develop a deeper emotional connection. As customers feel more like a part of the franchise, so does their loyalty to the brand increase. And, like I’ve shared before, they might even create their own tribe.
BE OPEN TO CHANGES
Being open to changes works magic for marketers. Throughout the TV show, Peggy, the protégé demonstrates business acumen with a predisposition to change. This, of course, increases the risk factor although there are gains to be had.
The lesson here is: You should not be afraid to take bold actions whenever the need arises.
Whenever speech does not go as planned, the marketer should be able to steer the conversation in a different direction. For instance, instead of focusing on the negative effects of a product, try placing emphasis on its benefits. This will result in the product achieving a more favourable rating with audiences,
ADDRESS THE CONCERNS
Emphasis should not be placed on writing – instead of seeking to address the concerns of the customer is a good idea too. Looking to meet the expectations of clients as opposed to writing down their requests shows them personal concern. Marketers should acknowledge their expertise and provide alternatives to the requests made.
Differentiation is another way of marketing goods within a competitive environment. The similarity which commodities bear nowadays mean that strategy is required for one product to excel. By differentiating, similar product lines can be brought to the attention of customers in greater detail thereby increasing probabilities for sale.
Naming a product appropriately is another marketing tip which can be obtained from this show. Names typically bear emotional content and recognising the emotions associated with a product can help in naming it suitably. It is required that the name resonates and relates with the purpose for which the product was made.
Finally, positioning is another important aspect of marketing. That’s why we even have it on our Neu Entity Brand Experience (NBX Model) as well. It has to do with tailoring a product/brand such that the customers perceive it in a certain way. By carving its own niche among competing brands, properly positioned products are able to achieve the commercial objectives of marketers more quickly compared to the opposite scenario.
And don’t just stop there. Continuous improvement should be the target for all marketers. Don Draper’s quote “… even though success is a reality, its effects are temporary…” evidences this.
Assuming a comfort zone may result in the marketer not holding themselves to the highest standards. This could actually be the beginning of failure, especially within this profession. So keep on keeping on and have fun!
Whether you are a large corporation, small business, or you want to build a personal brand, social media is the way to go. You need to utilise various social media platforms such as Facebook, Instagram, Twitter, and YouTube. However, creating accounts in all these platforms and posting your content is not enough. You need to build a tribe. This is simply a group of loyal followers. By having a huge number of loyal followers, you will be able to do anything that you want on the platforms, whether it is to promote new products or marketing your brand.
However, building a tribe can’t happen miraculously. There are various things that you need to do.
Here are tips on how to build a tribe.
1. Know your tribe
Start by knowing your tribe. Who are they? What age group do they fall under? Where do they live? By asking yourself these questions, you will be able to narrow down your tribe based on various characteristics. Knowing your tribe will also help you to create relevant and high-impact content. Of course, you can’t talk to everyone. By doing so you may end up talking to no one. Once you have identified your tribe, focus on answering their most important questions.
2. Know the social media platforms that your tribe uses
After listing the main characteristics of your tribe, you will be in perfect position to know the main social media platforms that they use. This knowledge is critical as it will determine your next course of action. It will be meaningless to work on gaining followers on Facebook when a big percentage of your target tribe is on Twitter or Instagram. You will be wasting your time with the wrong audience.
Social media platforms operate differently. Knowing the right social media network will help you to come up with the right techniques that you can use to reach out to your followers.
3. Build quality content
Unless you are using social media for fun, you should focus on building content. It is the best way of building your tribe is by developing quality content. People and brands that post quality content always win many followers. Even though your ultimate goal may be to market your brand, your content doesn’t have to be always promotional. You can post something that will entertain and educate your audience. Research shows that videos, pictures, and GIFs tend to have high engagement rate. Including them in your posts will help to boost the number of your followers.
Ensure that your content is relevant to your tribe. After critically segmenting your followers, you will be in a good position to know the type of content that they will like and one that they will hate. For instance, you will use a formal tone on content that is tailored for the seniors and informal tone for content that is meant for a younger audience.
4. Use Hashtags
Hashtags can help you to gain more followers and expand your tribe. Hashtags can help you to reach more people just with a single post. You can use them to highlight what your content is about. The use of hashtags is applicable in almost all social platforms. In Twitter, hashtags are used to highlight the hottest topic that is trending. You can use a ride on such tags to gain followers who are also discussing the same issue. You only need to ensure that the hashtags are relevant to the content that you have posted.
5. Engage your audience
Instead of posting contents and waiting for reactions from your followers, focus on building a community where communication is two-way. If it is on Facebook, you should create a group that is related to your brand. For instance, if you are running a freelancing business, build a community whose discussions will be on issues relating to freelancing. Communities tend to attract people who are interested in certain topics. It is also easier to win loyal followers from such communities.
While in social media groups and communities, try to speak with the members instead of speaking to them. Let them share their views on various topics. Such relationships tend to grow into loyalty.
Building a tribe can take you months and even years. You won’t achieve everything overnight. Keep putting efforts even if things seem to go slowly. Some tasks such as shooting videos can drain your energy. Patience and hope can keep you going.
A tribe is one of the most valuable resources that a brand can have. It will much easier to execute different marketing goals through your followers.
Follow the tips in this article as they will help you to build a successful tribe.
Storytelling is a powerful tool that has been used since the beginning of time to transmit a meaningful message to others.
Through stories, people are able to speak out their minds, share wisdom, and pass information to others. You make use of storytelling to send your brand message to your audience, get their attention, and influence them to change their behaviour and take action.
In this post, I’ll be sharing the importance of storytelling in marketing and tips to get you started on your adventure.
1. Stories Simplify The Complex
Bombarding your customers and prospects with too much information is useless. After some time, they get tired of what you’re saying and choose to ignore your words.
You should understand that prospects likely trust someone or something they can understand.
So instead of giving them all these mere facts, craft a good story about your brand and how your products and services can help them. Not only will a story save you time, but also it leaves a good impression on your potential prospects.
2. Stories Produce Mental Images
Figures and facts would be irrelevant if they cannot make an impact on your prospects. Instead, you can slip in all these facts into a good story and set your prospects’ imagination in motion to create a powerful mental image.
Storytelling in marketing forms visual imagery that actually helps capture your ideas and increase their ability to be understood.
3. Stories Can Help People Cope With Change.
No matter what, change is inevitable. Many people fear change, whether bad or good. But you can change this impression by telling a story that tells that change does not necessarily mean loss and disaster.
You can make storytelling effective in your marketing by addressing your customers’ confusion, anger, fear, and uncertainties through an interesting story they can relate to. This will certainly help them understand your situation better as well as create a positive outlook towards it.
Just recently, I had a meeting with a company that was afraid that the rebranding might cause an upset with their customers and people might not recognize them. With the right story, the audience might be receptive to the change.
Tips to Tell a Good Story
1. Be Honest
While it is essential to be able to craft and tell a story right, you need to be telling an honest one.
Be consistent and persistent in that truth and build narratives that stay close to your brand promise and DNA – you don’t want to confuse your customers by telling a different story each time you communicate with them. Instead, make it as true as you possibly can to a continuing adventure.
2. Be Personal
Storytelling in marketing is very different from conventional advertising. It isn’t a sales pitch. You need first to identify and create the persona your brand stands for and put him or her in the centre of the action or plot.
You can’t tell a boring story, you need to take your consumers on a journey with you and they can only do that if they know who they are following.
3. Be Likeable
If you know your audience, then you ought to know the kind of people they like, and ideally, your brand personality needs to incorporate these characteristics.
If you want them to root for you, you have to make them like you. Maybe even build in your consumer’s personal struggles into the narrative so they can relate to your personality’s journey and want to know the rest of the story.
Just like social media marketing, storytelling can send a powerful message to your customers. When crafting your story, make it clear and simple so that it can create memories of you.
Also, don’t forget to add some humour to your story to make it interesting to read. Don’t rely on the figures and facts too much as you want a story that connects.
Facebook’s F8 Developer Conference has just ended. If you have been looking to learn about chatbots, recently, all chatbots were placed on pause. Facebook’s “bot pause” is officially over, meaning you can now connect your bots to business pages just like before and start testing or playing around again.
You can read all about it here.
Chatbots. What are they?
Chatbots are synthetic intelligence coordinations which are programmed to engage customer’s interactions through the use of voice and texts. Generally, these engagements are direct and interact with people in a somewhat human-like way about limited business issues. The trending of chatbots has been initiated through the messaging apps and social media.
But why the rising popularity of chatbots?
We have all lately witnessed the rapid growth of many valuable social media canvases’ such as Facebook Messenger, Skype, and Twitter. However, the influence of using chatbot for business growth and progress has elevated the mode of online marketing to a higher level of the total. Many of the business sectors are now using the all-around chatbots to take their customers services to a different level.
Let’s have quick look at the benefits and changes that come along with the Chatbots.
From the customer perspective
1. Direct and quick responses
These artificial intelligence systems provide instant responses to the customer’s queries. Clients have less to worry about waiting for emails or phone calls when they have simple queries. Such simple inquiries may be related to operating hours, addresses, prices, and so on.
2. Swift resolutions
Chatbots can also be designed in a way that allows its users to have a quick view of the available products and services depending on the user’s preference. All the important and relevant statistics can be exchanged through the bot. With the delivery of sufficient information at the right time, decision making on the next step becomes easier.
3. Saves a significant amount of time
This system also provides customers with complete knowledge on a variety of products and services on the same site. This allows clients to make quick and informed decisions. Clients do not have to spend a lot of time talking to the management over the phone or even examining their needs on many tabs
From the business perspective
1. Providing a great deal of analytics
One of the most basic principles of marketing is to provide interactive patterns of prospective clients – their purchasing trends, preferences, dislikes and other features. These behavioural patterns provided by Chatbots creates important insights to help your business make decisions on the kind products and services to offer. They also give a deeper understanding of the solutions which needs to be absorbed for better delivery of services.
2. Improved customer service
The Chatbot system helps to provide for customer inquiries in a greatly improved way. Business clients can get enhanced answers and immediate responses to their inquiries. This will make it easy for the clients to make decisions. As a matter of fact, chatbot communications tend to be more human thus garnering improved responses.
3. Increases productivity
People do not like waiting for long these days. Just imagine the number of people a customer support manages to assist at the same time. Obviously very few people. However, using chatbots can enable a business to cater to countless people at the same time. This system has an automated accessibility to a firm’s database. This makes it easy instantly cater to all the basic queries from potential customers. Those queries which appear to be more complicated can take care of by the customer support staff.
4. Better targeting
We have Chatbots that makes it easier for business to target and serve clients in a better way. One good example of such system is the Facebook Messenger. This bot enables brands to provide targeted content on the basis of clients purchase and social networking history.
5. Reduced costs
These important systems are relatively cheap to develop. Even though the responses, abilities, and intelligence vary depending on the specific bot, developing a simple one is fast and will cost a few coins. Maintaining the Chatbots is not a problem either. The system developers offer estimations on what you can afford.
6. Making each customer visit count
Controlling the number of time customers spends on your website is one tough task. Of course, there are many alternatives to make such potential clients spend time on your page but the most outstanding option is through the use of chatbots.
You should incorporate chatbots in your business if you want to maintain good relations with your customers. It not only ensures improved productivity but also helps you cater to the customer support services to many. This, in turn, will empower and enhance your business progress.
The modern world of business has become very competitive. In order to stay ahead of the competition, you need to create a brand that your current and potential clients can associate with.
Branding is an important aspect of business. It basically answers the question of what customers need to know about your business. This information may range from the name of your business, its logo, colour, the products that you sell among other essential pieces of information.
Whether you are an aspiring entrepreneur or an established business owner, there are some practical tips you need to learn so as to create a successful brand. Some of these tips include:
Research on what clients already know about you
If you have already been in business for a while, then there are things that the customers already know about you. The information can be positive or negative and may be in form of word of mouth or online reviews.
Where there is negative information, it is important to clean your profile. Consider changing your name and logo so that you are able to start on a positive note. If you are an entrepreneur who is entering the market for the first time, you do not need to worry about this.
You need to create a business name, color, and logo that will be attractive to your potential customers.
Create an appealing Website/Blog
You need to have a platform where people can find out more about what you have to offer. Your website must have attractive photos, beautiful colors and useful content. This is the only way to ensure that potential clients will be attracted to know more about what you have to offer. You will then be able to increase your exposure to the outside world.
Partner with a reputable brand
In the current business world, you cannot make it on your own. You need to associate with businesses that are similar to yours. By associating with a business that already has a proven a track record, the potential clients will associate you with success.
With this association, they will be attracted to the products that you offer. On top of that, your business is also likely to inherit the clients that belong to the business that you have partnered with. This will give you a huge advantage over other businesses that are struggling to make it in the same niche as your business.
Increase your social media presence
Social media platforms have become important tools used for content marketing or social media marketing. This is where you can create a direct link with your potential customers. You can create accounts on the various platforms such as Facebook, Instagram, Twitter among other areas where you are likely to get clients.
The trick is to ensure that the social media site you have settled for is the one that is used most by your target audience.
Create content that is attractive, answer the questions that your clients have and ensure that you are always available when needed by customers.
Create your reputation
Inform your clients about who you really are, what you stand for and what you have to offer. Create a brand that the clients can rely on. Be consistent in delivering the best to your clients. Promise what you are able to deliver to these customers.
When you deliver on a consistent basis, the clients are able to believe and trust in your brand. They will purchase the commodities you have to offer. Package your business as one that is out to benefit the clients and not one intending to defraud them.
Sponsor event that matter to people
Have events that are not directly meant to increase the profits. You can have a holiday party or community cleaning day. Such events make it possible for people to interact with your business and its employees on a one-on-one basis. By doing such, you are able to increase your brand presence.
Let the word of mouth referrals work for you
Word of mouth is a very powerful branding and marketing tool. Ensure that the clients that you serve have something positive to say about your business. You can do this by always giving the best services to your clients.
The clients will then talk about you to their friends, work colleagues, neighbours, and relatives. By doing this, you will be able to able to win peoples hearts and have more customers.
Don’t forget other small details such as proper communication, delivery of a satisfactory customer service and proper product packaging.
In addition, creating a brand needs time. You should, therefore, be patient.
Having spoken to plenty of business owners, I feel that this is a topic that should be covered. One of the many questions I usually get is how do we get more sales?
The level of sales a business makes within a given duration depends on two key aspects; demand and supply.
The demand, on the other hand, depends on the customer base while supply depends on the available stock.
For a business to make more sales, it needs to put in place adequate measures that will lure more customers and at the same time ensure that there is enough stock to adequately meet the prevailing demand.
Explore the online market
If you want to make more sales, then you have to make use of all the available opportunities (psst… social media!) that can boost your customer base.
Fortunately, the internet provides one of the best platforms which if properly utilised, can result in a business making a lot of sales at ago.
One of the key advantages of the online market is that it covers a bigger geographical scope which means that more people can easily access a business’ goods and services.
However, for an effective online experience, there is a few requirement that your business must meet.
One, it must have a user-friendly for the target audience to easily navigate around. (I cannot stress this enough. I feel like I’m talking about target audience all the time.)
Secondly, the website needs to be able to attract huge web traffic, this means that you may need to invest in effective digital marketing techniques.
Last but not least, you need to creative, innovative and up-to-date with the current trends both in marketing and business operations.
Creating Customer Loyalty
To a business especially a startup, customer loyalty means everything to them. You don’t want to only have as many customers, buyers, your goods and services, but you also want to retain as many of them as possible for the good days ahead.
There are a number of factors that may come a long way in creating customer loyalty.
To start with, you need to make sure that you only sell quality product or services. This is especially crucial in the online market where the customer may not have the opportunity to physically examine the product before buying it; they only bank on the little confidence they have in the company.
The objective of any business is, therefore, to make sure that the product reaches to the customer in a good start and expected quality.
When a customer is happy and contented, they will not need to consider another company in the future, in fact, they are likely to recommend more customers to your business.
Secondly, make sure that your goods and services are easily affordable.
Last but not least, invest more in forming a business brand.
Outshine your competitors
Another great determinant of a business sales is the type of customer a business is up against. For a startup, penetrating the market is always an uphill task especially if you have a competitor that has dominated the market.
If you want to have the last laugh, then you need to study your opponents, identify their weakness and use them to your advantage.
Besides, you need to be always a step ahead of your main competitors and this will only be possible if you are more creative, innovative and vigilant.
If you feel that your business is stagnant at any point, it is fully recommended you do something about it.
When you hit rock bottom, the only way to go is up.