Am I Budgeting Enough for Marketing in 2019?

We don’t know about y’all, but here at EMB we can’t believe it’s already almost November! Where did 2018 go? As the year comes to an end, many relax, but the wise prepare for the year to come. If you are interested in the continuous upward growth of your brand, then you are most likely planning out your marketing budget for 2019, though if you have not done so yet, no need to fret. This blog post will not only help you begin the brainstorming process, but also force you to answer some challenging self-evaluating questions.

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Where are Other Companies Spending Their Marketing Budget?

There are a few key concerns when gauging where you should allocate more or less money into your marketing budget, the first being what are other companies spending their marketing budgets on? Which form of marketing is the most popular and yields the most significant reaction from my targeted audience? According to Forbes, we should expect to see more money being spent on influencer marketing and content marketing to help continue to build relationships and add value to them in 2019. This assertion correlates well when read in conjunction with articles that provide data displaying that 82 percent of businesses will increase their digital marketing budget by 50 percent.

Simply put, companies are spending more of their marketing budget on digital marketing as opposed to paper and print marketing, and more specifically, budgeting for more visual content with fewer words. The trend is to follow the traits of the audience, 85 percent of whom are watching videos on a daily basis. Specifically, how-to videos have been said to increase conversions on a webpage by as much as 80 percent.


Are My Marketing Efforts Working?

This question is a difficult one to answer if you do not necessarily know how to track your progress. One way to do it would be to look at how many sales you generate in a month compared to the amount you spend monthly on marketing. This equation may be harder to use for a business that has not quite started rolling in dollars, but still very well may be experiencing a return on their investment via the new relationships they are forming and the traffic they are generating. Other things to look out for when determining whether your marketing efforts are actually working are: lead generation, brand awareness, engagement, lead nurturing, sales, customer retention and building an audience through subscriptions. Furthermore, analyzing where your traffic is sourcing from will help you determine where the money you spend is leading people back to you the most; whether it be postcards, e-mails, videos or blog posts. Once you have an idea about the way in which people are finding you, you can then begin to focus more on those avenues in the hopes of continuously increasing traffic.

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Preparing for a new year is a necessary evil, and allows even the best of the best to take a moment to reflect on their highlights and downfalls. Fortunately, this daunting task can be made easy with the help of tools such as this free 2019 Digital Marketing Budget Calculator. With the upcoming year just on the horizon, do not be afraid to adopt the “out with the old, and in with the new” mentality. Staying on trend is the name of the game. Visit our homepage to learn more about how we at EMB can help you strategize your 2019 marketing plan.



How the Colors of Your Logo Impact Your Brand

Ordinarily, when your brand idea is in the beginning stages of creation, you may put a good amount of thought into what colors you want to bring your brand to life. Perhaps you have a favorite color or have always felt as if two or three particular colors next to each other are aesthetically pleasing. While these may be solid lines of thought, when choosing colors for your logo, the warm feelings your favorite color bring you may send the wrong message to your targeted audience. In fact, studies suggest that people make a subconscious judgment about a product within 90 seconds of initial viewing, with 90 percent of this assessment based on color alone. You may not even be aware of it, but colors are affecting your perception of a company the second you see their logo.

Before you begin to decide what colors are best for your brand, you must first make sure you are aware of a few key considerations. It is essential to think of your brand colors as one of the most cost-effective ways to make a lasting impression on your potential client. Think about it, when you see yellow and red together, most people will either immediately think of the ketchup and mustard dynamic duo or the fast food giant, McDonald’s. Equally important is jogging your brain for that color theory knowledge we all learned in grade school. Hubspot provided us with an appropriate starting point when choosing colors by explaining the primary colors, secondary colors and tertiary colors. Pick a color that you love, then from there you should refer to a color wheel to find similar and complementary shades; though it’s an essential rule of thumb to stay within monochromatic colors of the same hue. Don’t be discouraged if you do not consider yourself to be a person with an eye for color, when you follow these simple steps, you will find yourself at a phenomenal starting point!

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Aside from how to pick your colors, the actual colors you choose have an impact on the people from whom you’re hoping to earn business. Have you ever noticed that some colors can elicit emotions that others do not? You aren’t alone, this phenomenon has been studied on numerous occasions by intellectual powerhouses around the world. Red grabs your attention and evokes passion, blue portrays trustworthiness and security, black boasts sophistication and prestige; the list goes on. If you think about some of the top brands with recognizable logos, it’s not hard to understand what they were trying to portray when designing it. Green is often associated with health, serenity and prestige, so it’s no surprise Starbucks turned to it when starting their upscale coffee house. While simple, the black, grey or white partially eaten apple of Apple symbolizes luxury; it’s also worth noting black is particularly successful in selling expensive products. Pink is associated with feminine traits, so it became Barbie’s signature color to capture the attention of their intended consumers. All three of these companies made very educated decisions in their logo. When choosing a color scheme, focus on your target audience, establish what you’re trying to instill in them about your product or business, and then consider what colors will fit that description.

Colors in logos will increase brand recognition by 80 percent, but there is also a balance in understanding where to draw the line. Use too many colors and you’ll have viewers desperate to exit your landing page before they even have a chance to learn about you. A whopping 95 percent of brands use one or two colors in their logo, and graphic designers warn you should never use more than three, as an onslaught of color can stress out or confuse your audience. Experts also advise brands to usually steer clear of particularly bright shades, which can be hard on the eyes. Always start in black and white, because if it doesn’t look good in black and white, it definitely won’t look good in a bolder color. Mess around with different combinations, while blue may seem like the perfect fit in your head, it may not actually translate onto the image.

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At EMB, logo design is a crucial component of our overall marketing services plan. Our team of trained graphic designers works with you every step of the way to bring your vision to life while also offering their expertise. We also encourage you to check out this brilliant logo design guide for seven tips moving into 2019.




Tips for Curating an Email List that will Actually Drive Results

As a brand, you want to ensure that you are consistently adding to your pool of potential clients. Email marketing specifically has become one of the No. 1 ways to sell anything online! In the competitive market we are forced to survive in, every email address or phone number can turn into a success story or a referral for the same. How have you been growing your database thus far? Listed below are a few of the most effective ways to develop a database and some of the mistakes even you may have made in the process.

The most effective way to grow a database will always be the one that works best specifically for your brand and audience. However, there are a few tried and true methods of collecting information that generally yield those positive results for which we are searching. One fresh and exciting way to gain emails is to host a giveaway! Perhaps on a social media platform or on your brand’s website itself. Create requirements that make providing your email mandatory for giveaway entry; people will then be incentivized to give over their personal information. An essential part of growing your list is providing your subscribers with a reason to want to hear from you. Virtually the most effective way to expand your email list with actual potential clients is to give them something worth sharing with their friends, family, and social networks with ease. Viral content is key!

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The biggest mistake a brand can make concerning their email list is believing there’s not a reason or need to get rid of a little clutter. People who have shown no interest in becoming a potential buyer or have had a substantial change of circumstance, for the purposes of your email list, would be considered clutter and should thus be removed. According to Hubspot, your email list degrades by 22.5 percent every year thanks to changed email addresses, or that pesky little “unsubscribe” button, making nearly a quarter of emails sent out essentially a wasted effort. One should also always be mindful of emails that are bouncing back, and apt to learn why they are bouncing back. It could be as simple as a typo in the server name, or perhaps the email address is no longer valid. It may sound counterproductive, but it is far better to have a smaller email list with better quality customers than a larger database where the majority of your emails are getting deleted, sent to junk mail, or worse, reported as spam. Keep an eye on your open rates; if someone is consistently never even opening your email, it’s probably a sign they should be scrubbed from your database. Quality over quantity, always.

Another naive move made by many people eager to grow their list is buying subscribers. Yes, there are websites where you can purchase the online address of millions of “people.” This may sound like a quick fix to some people, but the downside to this is the lack of relationship you have with these people, who are now a part of the of group clicking the “unsubscribe” link and leaving you with nothing to show for your email campaign. You also run the risk of wasting money on emails that may not even belong to real people, or worse, addresses that are misspelled or incomplete. Not to mention if you end up with too many spam reports, you’ve put yourself in the position of losing the trust of the few true subscribers with which you started.

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Going forward, put yourself in the shoes of your subscribers. Persistence can yield results, but also walks the fine line of being annoying. A million discounts may not bring you the desired amount of revenue or the quality of client you want long term. Content is not limited to discounts - send out a blog post roundup, FAQs, big news for your company or industry; there are so many possibilities, it just takes a little team brainstorming. If you’re feeling like your open rates are declining, you might even consider sending out a poll or survey asking what kind of content they enjoy receiving in email marketing campaigns. Don’t be afraid to switch up your tactics and keep your subscribers always wanting more.

Enjoy what you read? Then head here to subscribe to our email list. We guarantee consistent, quality content, and promise not to spam you! :)




Negative Online Reviews? No Problem!

You may have read this title once, and then needed to reread it a couple of times. Fortunately, your eyes do not deceive you! As a business owner, those five golden stars sparkle like those in the night sky. In the instance that you lose one of your stars due to a negative review from an unsatisfied customer, you may begin to feel inadequate or as if you have done something completely wrong and there is no coming back from it, but no need to fret! This post will provide you with a new take on negative reviews, and how you can use them to your advantage.

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Perfection Is Not Realistic

Before you make a decision on anything, whether it be where to have dinner or which facial wash will work better for your skin, you probably didn’t make your decision until you have thoroughly read online reviews. What do these online reviews do for you as a consumer? Which one do you prefer more, the reviews that you read online, or perhaps word-of-mouth reviews you receive from your trusted friends and family? Regardless, statistics show that only 42 percent of people allow their friends and family to influence their purchase, while 68 percent of consumers report that online reviews have a more significant influence on their investment.

So what exactly does this tell us about negative reviews? This means that consumers are looking closely at reviews, but not in the way that you may expect. Sure, positive reviews are great for a company, and as a business owner, you don’t want to miss out on the 72 percent of people who take action after reading a positive review. But by the same token, too many positive reviews can be seen as “fake news” to the consumer and essentially scare them away from making the commitment. A negative review can make your business seem more realistic and trustworthy. Ultimately, a negative review can give the potential consumer a look at what could go wrong and allow them the opportunity to decide if it matters to them.

You Control the Narrative

As a business owner, your perspective is highly determinable of your success in that it can be a direct indicator of how you handle stressful situations. Think of a negative review as being the common cold of consumer relations! Almost every business will review a negative report (unless they are paying for only positive ones), but not every company will address the negative review in a way that can propel their business to the next level. This is a perfect opportunity to stand out amongst you direct competitors.

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One crucial thing to decipher prior to responding to a negative comment is assessment. Remember that people are people and sometimes are just looking for something to complain about, attention, or perhaps money. Other consumers are genuinely attempting to voice their concerns and hold the brand accountable. The former is not the type of reviews you should respond to, especially if they are inappropriate or offensive. A response here may place your brand in the same light as the person who wrote the review: immature. The negative reviews of substance are worth replying to because you are then in a position to control the narrative. Let the customer know you are hearing them and care about their opinion. At EMB, we welcome all customer reviews because we want to provide the best possible service for our clients.



Branding At Its Finest—Cult Brand: Apple

It seems every time you visit the Apple website these days, there’s yet another new product/update/technology ready to be swept up by the millions of Apple users around the world. When the first iPhone premiered in 2007, it retailed starting at $499—half the price of the brand’s latest iPhone X, which ranges from $999 up to $1,149 making it the most expensive iPhone to date. Yet, they still have us lining up around the world ready and willing to fork over our hard earned cash just because there’s something newer and shinier on the conveyor belt. Today, we’ll be taking a look at how Steve Jobs and Steve Wozniak took Apple from a garage and turned it into one of the most successful cult brands in the world.   

After the iPhone made its debut, it wasn’t long before competing brands released their own versions of smartphones. While the Samsung Galaxy and Google Pixel have their fair share of buyers, iPhone sales still top the charts. In 2017, 13 million iPhone 7’s were shipped around the world putting it as the #1 smartphone of the year. In a distant second was the iPhone 6 with 7.9 million units sold, and Samsung just cracked the top three spot with 7.8 million shipments of their Galaxy J2. When you break down the specs of each of the devices, they’re not all that different. In fact, there are plenty of people out there who argue the iPhone is staunchly inferior to its counterparts, but still, Apple says jump and we ask how high—or rather, how much?

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The now iconic partially eaten apple has become a symbol synonymous with luxury and self-fulfillment; and thanks to payment plans, you don’t even have to be particularly affluent to afford the latest and greatest tech accessory. Now you and celebrities can have the same phone, at the same time. Yet, when you take a look at how Apple markets, whether it be their landing page, store layouts, commercials, etc., only one word comes to mind: simplicity. They let their products speak for themselves. They don’t tell you the camera is better, they show you the camera is better by portraying ordinary people capturing extraordinary photos. Instead of telling you the phone is waterproof, they simply put it underwater. Their marketing techniques don’t make you feel like you want the new iPhone, they make you feel like you need it.

Apple has become so intertwined in the average adult’s life because they focus on creating products that will simplify your life and seamlessly become a part of your daily routine. They took a walkman and turned it into a small rectangle that could hold thousands of songs. From there, they decided to have to tote around both an iPod and a phone was too inconvenient; thus the iPhone was born. They took their famed Macbook and decided maybe it was too bulky for someone always on the go and gave us the option to start using the iPad as a lighter alternative. We’re all a part of the Apple community because they’re making products with the everyday person in mind. They are at the forefront of innovation, releasing new technology before we even ask for it.

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The tech industry giant has even become one of the highest-selling watchmakers in the world, they even outsold the entire Swiss Watch industry in 2017. There’s an Apple product for nearly every piece of technology, guaranteeing compatibility between devices, so why not just become loyal to them? Thanks to customer loyalty, Apple doesn’t need to drop millions of dollars on advertising; every one of their customers is a walking advertisement. Unique marketing strategies are game changers in the industry, and luckily at EMB, they’re our specialty.






Does my Brand Need an Influencer?

To answer the title question, no, your brand does not necessarily “need” an influencer. There are multiple ways in which your brand can gain traction through the use of digital marketing agencies and things alike. However, it would be a disservice to you as a brand owner to neglect to shed light on what GoogleTrends and Forbes have reported as being the “fastest growing sector of digital marketing.” Although this post may not provide an exhaustive list of considerations regarding joining the trend of influencer marketing, it will offer you a better understanding of what an influencer is and how they can help your brand.

What Is an Influencer?

The short and sweet definition of an influencer is: A person who uses social media really well, gets a lot of likes, and influences people like you and me to buy the products or services they are using. Perhaps you already have a social media account on which you follow people who are always on trend, continually trying new things and encouraging you to do the same, or just seem to have a lot of engagement on what they post. If so, you have successfully been exposed to the world of influencer marketing, and it happened without you even realizing. Don’t be alarmed, this is good. It shows that the influencer has done such a phenomenal job of sharing their testimony of products, and building a relationship with you through their transparency that you actually have gained a sense of trust for an individual you may have never even met! See the beauty yet?

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How Can My Brand Benefit from Having an Influencer?

To determine if an influencer can be beneficial to your brand, we must first determine what exactly they do. The short and easy definition we provided you with earlier in the post has probably incorrectly caused you to assume that influencers are merely people posting pictures on social media. This thought couldn’t be further from the truth. Influencers are essentially the equivalent of a recommendation from your best friend! Now, just imagine that this recommendation is being made to 5,000+ best friends, and further, the suggestion is your brand or business! (If your best friend has lousy recommendations, then this isn’t a helpful analogy).

As a brand, one of your main goals is not only to reach the masses, but to create an entity to which people relate and with which they feel comfortable spending their hard earned money. As with the vast majority of marketing options, influencers come with a price tag, so before you make the investment, let’s take a look at the ways influencers can be beneficial. For starters, influencers are less annoying, and as a result, do not fall subject to the powerful pop-up blocker (can you believe 47 percent of online consumers use pop-up blockers?). This means, more people get to see what you have to offer, and most importantly, they are actually enjoying it. When information is presented in a more authentic way, as with showing someone’s favorite Instagrammer indulging in your product, people tend to have a better reaction, which leads to better conversion rates going forward.

Not only are the influencers helpful in presenting your product or service most organically, but they also put you in a better position to gain a cult of supporters. This holds true when statistics reveal customers acquired via word-of-mouth have a 37 percent higher retention rate. Another great way that an influencer can benefit your brand is by possibly saving you a few coins on the front end and yielding almost twice the reward of what your paid advertisements have provided you. Ultimately, influencers can work to bring your brand increased website traffic, create a sense of authenticity, and keep your brand at the forefront of the minds of your consumers without being a pest, and all for a fraction of the cost of paid advertisements.

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As with the many decisions you must make as a brand owner, the decision to hire an influencer isn’t one you want to make before you do your research on them and your desired target audience. Finding an influencer will require trial and error just like your previous marketing efforts, and will bring a new character to your brand’s story. The potential rewards that come from hiring an influencer are evident, but always remember that you are the captain of your ship and what works for one company may not be what works for you.

At Enrich My Brand, we are dedicated to helping brands like you discover what their next marketing move should be. If you would like to learn more about implementing an influencer marketing campaign for your brand, we highly recommend using our friends and partners at Ifluenz. Ask us how we can help you set up and manage an influencer marketing campaign of your own.











What We Can All Learn From Nike

Just Do It.

A slogan familiar to us all over the years has repositioned itself in the hearts of many Americans as of late. Earlier this week, Nike released a new ad campaign for the 30th anniversary of its famous three words in what some are considering the most controversial way possible. NFL player Colin Kaepernick is up close and personal with the masses in the new photo for the ad campaign, featuring a black and white headshot of Kaepernick with the words “Believe in something. Even if it means sacrificing everything.” A powerful statement from a public figure, and a bold move from a sports retail giant. Many small, up and coming, and personal brands may shy away from mirroring the footsteps of Nike, but perhaps, after the smoke has cleared, there is a lesson available to us all.

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When you’re one of the most popular athletic brands in the world, losing an audience member or a few thousand is not the end of the world.

The Nike ad campaign is a perfect example of how controversy can be used to help your brand stand out amongst the crowd. Sure, Nike has been a household name for decades, but now Nike is being admired for taking a stance on a sensitive topic. By taking into consideration the political climate of our country today, Nike has been able to use it to propel itself to new heights. The retail giant has always been an all-inclusive brand, and all things considered, this step to choose a side required a severe risk-reward assessment. Clearly, Nike made the right move as their stocks have risen to $83.47, an all-time high for the company. What does this teach us? Don’t break a sweat searching for the next hot political topic to get people and their emotions involved in your brand, but instead, take note of the fact that emotions sell, people like to feel, and if you can connect with their feelings, you win their hearts and continued support.

There are times when it is appropriate to share your values on an issue.

As a brand owner, often times there is the underlying notion of keeping your political views private. It is no secret that Colin Kaepernick has taken a stance in the face of what he and many other Americans have experienced to be social injustice. The question then becomes, when is it acceptable to share your semi-unpopular opinion? In Nike’s case, the company approaching the 30-year anniversary of their famous slogan was the perfect opportunity to hone in on the fact that 91 percent of millennials will switch brands because they support a specific cause. Nike, in a sense, has given its stamp of approval to Kaepernick and single-handedly polarized what seems to be an entire nation concerning who will #StandWithKap or who will #BurnNike. Using morality in marketing is far from a new technique, but understanding the importance of researching market trends is what will allow you the time to assess the risks of voicing your opinion and prepare your brand for the initial backlash you may endure. Not every company or brand is in a position to take such a stand, or just may not be interested in doing so; what is most important is that before you choose to act, be sure it is for something you believe in wholeheartedly.

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Going forward, what are some ways that your brand can take advantage of the social climate our nation is in today? What are some issues that drive you, and are perhaps the pillars of what your brand stands on? Would you rather have a large audience that is seemingly disconnected or do you prefer to have an audience that shares your values and ultimately will band together to ensure your longevity? And the ultimate question, when was the last time you and your colleagues discussed a Nike ad until today? It looks like they may be on to something!

As for us at EMB, we’ll choose to hold onto our Nikes and Converse while we dream crazy.

How to Know When It's Time to Hire a Copywriter

Copywriting is defined as, “the process of writing advertising promotional materials.” As the creator of a brand, you presumably know the ins and outs of your brand, and also probably believe that you have been doing a decent job of creating your own copy thus far. The good news is you may be right, but what if you were informed of how much a copywriter could benefit and improve the overall quality of your brand’s presence to the masses?

"Poor copy cannot overcome faults or gaps in dealer distribution; it cannot even cash in on the finest dealer setups. But good copy can, and does, surmount many dealer difficulties, making them secondary, and selling in spite of them." – Victor Schwab, Author of How to Write a Good Advertisement

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Writing Can be Time Consuming.

According to Hubspot, it takes marketers about one to two hours to write a 500+ word blog post; this length of time also increases by a couple of hours when tasked with writing longer content. This time spent can include everything from doing the research necessary to inform your readers with accurate information to merely outlining the flow of the material. If you often find yourself pressed for time, or just not willing or not able to dedicate those hours needed to produce quality content, this may be a sign to begin your search for the perfect copywriter.

Copywriters Can Guarantee A Better Quality of Work.

How do you feel after reading an article containing at least one or two typos or grammatical errors? Do you immediately begin to criticize the author and find yourself doubting their credibility? Do you feel your time has been wasted when the article you are reading is for a company attempting to sell you a product or service? Chances are you are a harsher critic when you are deciding where to spend your money as opposed to reading a personal blog. The unfortunate reality is that typos and grammatical errors can equal a 50 percent loss in potential sales. Hiring a copywriter who specializes in catching these types of errors and ensuring that you consistently put out quality work will not only naturally increase your sales, but will attract an audience who can begin to trust that you are the person they want to continue to support! Remember, the reality is, your brand is a delicate entity that at times requires a trained eye to keep your vision alive.

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Investing in Your Brand Pays Off in the Long Run.   

When you hire a copywriter for your brand, you are essentially making yet another investment in the life of your brand. Many people shy away from the idea of hiring a “professional writer,” because they feel as though “anybody,” can do it; however, it’s just not that simple. Although it may hold some truth, the benefits of hiring someone trained explicitly in engaging with your potential clients can yield far better results. Professionals with degrees in journalism or public relations who have experience copywriting know to look for things the average business mind may not.

Knowledge of AP Style, editing tricks, meticulous eyes trained to catch typos—these are just a few of the things a professional copywriter can bring to the table. Upon hiring a copywriter, you will be able to consistently produce educational and entertaining content, establish and maintain a relationship with your target audience, as well as increase the overall traffic to your site. Among these and many other benefits of hiring a copywriter lies the ultimate advantage: making your brand stand out amongst the crowd!

At Enrich My Brand, we pride ourselves on being a team made up of proficient, trained copywriters, because it’s what we do. At the end of the day, if you’re unhappy with the content your brand is generating, it’s time to consider bringing someone on to take it over. Let us at EMB make sure you’ve dotted your i’s and crossed your t’s so that you can get back to doing what you do best—running your company.

 

 

 

Branding At Its Finest—Cult Brand: Old Spice

In a recent blog post on rebranding, we touched briefly on the incredible marketing campaign and rebranding overhaul Old Spice did in 2010. That said, we thought about and decided the brand needed much more than a short paragraph, but rather its own spot in our ongoing cult brand series to thoroughly discuss the enormity of their achievement.

Old Spice is an American company owned by Procter & Gamble that produces body washes, deodorant, antiperspirants, shampoos and soaps for men. The brand has been around since 1937 and has steadily been successful, but no one could predict the aftermath of the now famous “The Man Your Man Could Smell Like” ad that premiered during the 2010 Super Bowl. In the hours after it premiered, the ad was viewed on YouTube more than 220,000 times. Today, that number has risen to more than 55 million.

After this massive success, Old Spice kept the ball rolling and created more than 180 videos, which were distributed across TV, Print, Facebook, Twitter, etc., that led to 29,000 new fans on Facebook and 58,000 new Twitter followers. Say goodbye to associating Old Spice with your Grandpa, and say hello to a shirtless Isaiah Mustafa on a horse.

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Aside from the fact that these videos were just wacky enough to be wildly entertaining and just short enough to hold our collective attention spans, the brand also achieved their primary goal—reaching a new audience. Prior to 2010, Old Spice was targeted toward men ranging between the ages of 40 and 60; now, Old Spice is ranked as one of the top-selling body washes in the world for men aged 18 to 35.

Now some people may wonder why a men’s body wash brand would use a good-looking man to sell to other men, but studies show that women make up 50 percent of the consumer group and are buying skin care products in an effort to stop their husbands, boyfriends, etc. from using their own grooming supplies. Knowing this, Old Spice built a campaign around an ad that is entertaining for everyone, but specifically used a male sex-symbol to garner female viewers' attention.

Finally, Old Spice managed to keep up their momentum by continually engaging with their followers. As stated above, in the months following the initial ad’s release, the brand put out custom, rapid response videos to questions asked by fans on Twitter and YouTube, some of which featured celebrities like Ellen DeGeneres, Alyssa Milano and Ashton Kutcher, to name a few. Suddenly, followers felt they were personally engaging with stars, something no other brand had ever before provided with a marketing campaign. In fact, the ad is still so well loved that Tide put out a spoof of it for the 2018 Super Bowl.

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At the end of the day, connecting and resonating with your audience is what will make a video go viral or cause a brand to set new records. This is just one part of developing an unstoppable social media and marketing strategy—something we prioritize on a daily basis here at EMB.


 

Identifying Which Social Media Platforms are Best for Your Brand

By now, we are all aware of both the benefits and problems social media can bring our brands. Virtually free promotion and advertising are right in the palms of our hands, and according to We Are Social, there are more than 3 billion social media users as of 2018. With such a powerful tool at our disposal, how unfortunate would it be for us to utilize the wrong social media platform for our brand? Here are three strategies for determining which social media platform your brand should use:

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1. Know Your Target Audience

One of the most effective methods of discovering which social media platform will best communicate your brand is identifying your target audience. When presented with the 2018 statistics for the most popular social networking sites, you might feel an added pressure to choose between Instagram, Snapchat, Facebook, and Twitter. Before you decide to opt for the statistically more popular platform, take a moment to identify with whom your brand seeks to engage. Sure, Facebook may have more overall monthly users than Instagram, but when you are striving to build the trust of millions of college-aged consumers across the world, Facebook may not be the best choice considering their largest demographic is users between the ages of 25 and 54.

2. Which Type of Content Will Serve You Best?

Rightfully so, each of the social media platforms available to us provides a different method of content publishing. For example, Twitter is a site primarily driven by written blurbs of up to 280 characters in length. The nature of Twitter in and of itself is fast-paced conversations beginning and ending every second in real time. Twitter also allows users to post pictures for others to “like” and “retweet” affording more exposure to the publisher. Instagram, on the other hand, provides users with a portable, personalized art gallery in the form of a feed of thousands of photos from their family, friends, and most importantly, favorite brands! Instagram also has a new feature that allows users to “go live” through streaming in real time as well as create interactive slideshows in the form of a “story.”

Here we have two amazing platforms with equally amazing features, so how on earth do we make a decision? First, take a closer look at the nature of your brand. What is your brand’s personality? Is your brand one people can come to for quick updates, new tips, and new trends in the market? If so, you may consider a platform like Twitter, where it is a social norm to post consecutive posts within two to five seconds of your initial post. Or perhaps you are an up and coming stylist with the goal of gaining clientele and showcasing your talent. In this instance, your vision may require the tools of Instagram allowing you to provide your future clients with an aesthetically pleasing portfolio of your capabilities. Allow your brand to speak for itself through the proper platforms!

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3. Don’t Be Afraid to Have More Than One

This is an essential tip for many brands on the hunt for their proper social media avenue as often times when making decisions, we naturally feel compelled to decide on one item. Fortunately, there are often many situations in life where you can have your cake and eat it too. Having more than one social media platform for your business not only increases engagement between your brand and consumers, but also gives the audience a multifaceted view of your brand as a whole. The key to each one of these social media platforms is using it in your favor.

Take McDonald’s for example, they chose to introduce their “All Day Breakfast” campaign with an Instagram photo and a Tweet to the same effect. The results of their campaign efforts through Instagram yielded greater engagement than what resulted from the Twitter post, but the fast-food powerhouse was also able to publish more content back-to-back on Twitter without being thought of as obnoxious from its followers, something that may not have been as welcomed on Instagram.

The key takeaway here is that each social media platform offers a valuable feature that another may not. As a growing brand, do not allow yourself to feel confined to one specific social media site, and more importantly, make sure the platform you do choose will provide you with the proper tools to communicate your brand to the masses. Trial and error are inevitable on the journey to cultivating your brand, but with the help of Enrich My Brand, you no longer have to go at it alone!