Category: Content Marketing

Creative marketing campaigns that caught our attention

 

The best thing a brand can do in marketing is to express why it is unique. Between websites, social media, video ads and search engine optimization, there are ample places to stand out from everyone else.

Guides and tips for every form of digital marketing can be easily found online. These are great for understanding the basic ideas of each marketing tool. But robotically following advice can only get you so far. Push your marketing farther by putting a creative spin on your approach that is unique to your brand.

Each different marketing tool requires you to express your uniqueness in a different way. You can’t just treat SEM or PPC strategies the same as video or social media content. Voices need to differ depending on where you are engaging with your audience. A light-hearted tone might work better on camera than on a search engine result.

Let’s take a look at some creative marketing approaches that brands have used to push their success even farther. 

Jet Blue’s social media marketing

When it comes to social media, most businesses tend to show off what they sell or promote special offers. Being versatile tools, social media platforms allow you to use them in whatever way fits your brand.

Jet Blue Airways takes an unconventional approach by using their Twitter account to provide customer service. Some companies have a separate customer service account used exclusively for these interactions. But Jet Blue’s primary account is the front-facing page for showing how customer-focused the company is. 

Adapt your social presence to highlight the most important aspect of your brand. For Jet Blue, this means highlighting customer interaction. For you, maybe this means showing off charity work or user testimonials. 

Having a diverse social media profile isn’t a bad thing, but dedicating the page to one aspect of business that you take pride in will surely make you stand out. 

Spotify’s email marketing 

The online music streaming giant already has a massive list of members. But the key to their email marketing success is giving those users something special. Word of mouth is the greatest tool for growing Spotify’s user base, so the company has created a strong email campaign for its existing users.

Spotify takes a bold approach to personalization by focusing on content curation and user statistics. At the end of the year, an email is sent out to all users highlighting how they used the service throughout the year. This includes a custom playlist that features the user’s most played songs of the year.

Users are encouraged to share this breakdown using buttons within the email, which work seamlessly because the Spotify service already integrates with users’ social media accounts. This makes it easy for each user to post their yearly breakdowns and access their friends’.

Coinciding with each Friday’s new music releases is an email sent to users highlighting new music from artists they’ve listened to. This is an excellent example of engaging users through content they have already accessed. Provide relevant updates to your users based on the data they are giving you.

Spotify also gives users value outside of the streaming service capabilities. Through personalized data, the service also sends out emails that notify users of upcoming concerts for artists they listen to. This type of message isn’t asking the user to listen to Spotify. It shows the consumer that the business isn’t always out for itself and that it cares about the value it provides.

When it comes to email marketing, people want to feel like more than just a name on a list when they check their inbox. Personalized emails, no matter how large your list, only encourage users to evangelize your service for you. 

Minimum’s website

Your website is the perfect place for creativity to shine. While users expect to be able to understand your website’s structure, everyone wants to be impressed by a unique page.

Minimums, a website dedicated to highlighting remarkable people and the things they own, has a visually engaging site centered on simplicity. 

The strongest part of this website’s design is that there is never too many elements on the screen at once. The squares highlighting the personalities are large and take up either half or all of the screen. 

This is a clear example of letting a brand’s uniqueness drive the look of its website. Minimums might not be directly selling a product, but their approach is one that can apply to any business.

Children’s Museum of the Lowcountry’s video marketing

The Children’s Museum of the Lowcountry recently won our bundle up video giveaway. Through this contest, the museum will be releasing a duo of video advertisements that shows off the facility in a unique way.

The museum wanted to use their videos to show, rather than tell. Their new videos are focused almost entirely on showing off children at play. By avoiding over-explaining their exhibits, the atmosphere of the museum shines through on camera.

From painting, to pirate ships, to grocery shopping, everything that the museum currently has to offer was shown off. With future overhauls coming to the exhibits, this is an excellent way to create a format for future promotion.

Without relying on a voice directly explaining exhibits, the skeleton of the video can be reused in the future and swapped out for new exhibit footage. 

It can be easy to rely on a talking head in a video ad. Every business has a message that needs to be told. But it’s important to remember that messages can be conveyed just as well through visuals as they can through words. Don’t let video length restraints hold your creativity back.


Machine Learning: Listen to What Your Tech is Telling You

Machine learning is great for collecting analytics on Key Performance Indicators and building your customer experience. Now that this technology has had years to improve itself, its time to start listening to what its been learning.

As consumers accept more intelligent machinery into their lives, a marketer’s ability to reach them becomes significantly greater. We are now speaking to our devices daily, allowing them to learn and better focus on our needs.

Website design, email communications and content marketing are just some of the many tools that can be improved by artificial intelligence and machine learning. The analytics that can come from customer interaction help tell a story about the user experience and what you should be targeting.

Email Marketing

Historically, experimentation led to better understanding of data like engagement rates. You could send out an email communication on a Monday one week and then on a Wednesday the following week, comparing their success.

Machine learning can make this process easier and even provide data more specific to each customer. It’s likely that all of your contacts have different engagement patterns, driven by what they want out of your service.

On an individual level, find a way to identify when people are active and what type of content or service they are active with. Maximize your response rates by building automation that segments each type of customer into lists that receive targeted email communication at ideal times.

There can be an overwhelming amount of white noise in data collection. A marketer can manually break down all of the info on customers into spreadsheets. But this takes up precious time and likely includes a lot of irrelevant data. By looking for the overlapping data points from all customers, machine learning can help block out the white noise and identify your true KPIs.

Creating content for voice search

Treat rankings in voice-activated search results differently than written search results. Optimizing for these rankings is equally important. Voice search is fast on its way to becoming the standard.

After years of learning how to optimize our content and websites for desktop search results, it’s time to rethink our approach. Voice search adds a new factor, and luckily the same technology that powers the search can help us optimize for it. Because smart devices are most often used for local searches, they can add a great deal of data to geographical analytics.

The most important piece of data to consider when targeting for voice search is how users are speaking to their devices. Users expect their devices to understand and respond to them similarly to an actual person. Questions need to be understood despite slang and intonation differences. This highlights the importance of using keywords that are easily vocalized while still being unique.

These devices will become more efficient at interpretation over time, just like online translation tools have. You can now plug in the phrase “a piece of cake” into Google translate and you aren’t just going to get a literal translation anymore. Similarly, smart speakers are learning to deliver more than just direct search results.

Website design and services

Search results are this first step toward engaging a potential new customer. But once that web-searcher ends up on your page, they are looking for a good user experience.

The placement of images, text and calls-to-action all work toward a good design for users. Digital applications can analyze how people interact with your platform and inform you about what works in your design and what doesn’t.

AI and machine learning can power programs on your page like customer support. Chatbots give customers the impression that they are talking to a real person who understands their issue and immediately wants to help. This can save you time and money, while allowing your site to be available to help 24/7.

Build loyalty through recognition

Your website is a great place to give your customer a personalized experience even when they aren’t in your store or at your business. Customer loyalty systems allow people to walk into any branch of a store around the country and be recognized as a regular and offered their favorite drink order.

Machine learning powers this in-person interaction the same way it can power returning customer recognition on your web platform. Integrate tools that can build out a customer profile the more they return to do business with you. Eventually, everything your system has learned from this will help you better identify what new customers might be looking for.

It’s easy to see that machine learning is already powering nearly every digital tool that marketers use today. These systems aren’t going to change the way marketers work overnight, though. Right now, we are able to offload tedious tasks and allow us to work more efficiently. The beauty of automation through machine learning is that it only gets better with time.


The Benefits of Blogging

Sometimes we get so caught up in writing blogs that we forget to talk about why we write them.  Blogging is arguably one of the most effective forms of content marketing, mainly because it’s a quick and conversational way to inform your target market. Have a question about how to use the Facebook Pixel? Google it and you’ll probably end up at a blog.

52% of respondents on a Hubspot content marketing survey said that blogging is the most important content marketing tactic for their overall lead generation strategy. There are many reasons for this, but they all follow the fact that people trust blogs. They recognize that most blogs are written by industry experts and thought leaders with the goal of helping their readers. If each blog is properly researched and targeted to reach the right audience, it helps the business build its audience and helps the reader accomplish something for their own work.

Believe it or not, not all businesses fully utilize blogging in their content marketing strategy. For stats that show why your inbound blogs should be prioritized, check out one of our go-to Infographics from Hubspot below:

Need help with solidifying your blog strategy? We would love to answer your questions.

 


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