Have you ever finished writing a project idea, executive summary or a written paper and felt so pleased and accomplished? Well, that feeling can soon turn into despair if your content wasn’t reviewed by someone else prior to submission. There have been many times that I have written content that I thought was great, but it has tons of grammatical errors, sentence structure issues and lacks a certain gusto. Having someone review your content prior to submission is important. Find a trusted friend and have them review your content. They will be able to spot errors more quickly, tell you if the content makes sense, and overall provide feedback on your content. Make sure don’t take the feedback personally. This feedback isn’t a personal attack towards you, it’s a guideline to make your content better. This feedback can also provide ideas that you haven’t thought of to make your content more impactful.
Starting a marketing agency is already hard enough. When you finally receive an RFP and you have the opportunity to present to a company. This is where some marketing company’s fail. In order to develop an outstanding presentation, you need to complete these 3 steps. The first step would be to fully understand the company. You need to pull up industry trends, financial records, and other information about the company so that you can fully understand company. When you understand the company, you can truly get to the bottom of the company’s audience, strengths and weaknesses. Second, develop an angle. This means that you need to have an approach to completing this presentation. Are you going to rebrand, create a marketing campaign to increase engagement, maybe even creating a public relations campaign? Lastly, conduct your research. To truly understand your company, you need to conduct research, and gain information to build your angle. The more information you have the better your able to complete your marketing campaign. Hopefully these steps can help you develop your presentation. Maybe you might get the proposal too.
Critical thinking is defined as “the objective analysis and evaluation of an issue in order to form a judgment.” (oxford dictionary). Marketers need to utilize their critical thinking skills in order to implement an effective marketing campaign. Marketing campaigns require constant analysis during its effective dates. Situations in the campaigns can always change. A great marketer will analyze the results of the content presented and quickly adjust in order to achieve the desired business goal. This is why critical thinking is extremely important for marketers. Marketers need to think quickly when a problem arises to avoid spending more on advertising cost during a campaign. Most importantly, critical thinking can help marketers predict future problems that may arise. The faster we learn the problems the quicker were able to solve for these problems. Critical thinking is key to become an effective marketer.
Marketers are always taught to seek out the Return on Investment on a certain campaign. The CEO wants to see numbers, they want to see the how much of a profit they would receive. Unfortunately, digital marketing cannot provide an actual ROI. When a campaign is created, usually the objective is building brand awareness and increase brand loyalty to its consumers. These steps will in turn increase the customer lifetime value of that consumer. It is hard to attach a monetary value to a campaign when we would need to evaluate the lifetime value of a particular customer. The way to accurately calculate Social Media ROI is to look at certain KPIs such as, total number of views, total numbers of clicked ads, and even total number of followers. All of these values can provide you a better understanding of how long a consumer will engage, purchase your product and build that brand loyalty.
As marketers we have always been told to make sure we know our target audience and understand who we are marketing to. The easiest way to place these thoughts onto paper is to create a consumer persona. This way you are able to think about your ideal consumer and place them in category. In order to complete a consumer persona, think about your target demographic, male, female, age, occupation, income, marital status, etc. Next think about how your target audience thinks, what interest is important to them, what time of day are they usually off work. What time of day are they at work etc. Next we want to learn how the consumer thinks, how does the consumer view things and events. When we take all off these things into consideration, we develop our ideal consumer. For instance, I own a makeup company what would be my ideal consumer persona. One persona could be Jessica, an African American makeup artist around the age of 25, she has her own YouTube channel, and displays her make up looks on Instagram. Jessica is single with no children and makes about 45k a year from makeup, YouTube sponsorships and freelance jobs. On her free time, she enjoys reading fashion magazines and staying active at the gym. Within this persona you can also add pictures of what she looks like, and what she would wear. That’s all it takes to complete a consumer persona. Gather all the information you can and create your ideal person, it’s almost like playing SIMS the computer game.
There are times when you need hear what people think about your brand. Since social media is such a vast platform, we all need to know exactly what is being said about our brand. This is why social listening is so important. Social media listening is when you monitor social media in order to know what is being said about your company, brand, or product. Social media listening is extremely important because you are allowed to learn more about what people think about your brand. You can also answer questions that potential consumers have about your product as well. Let’s take American Airlines for example, there are multiple tweets and mentions about how this company has horrible customer service and is constantly delayed. If American Airlines use social media listening correctly, they could have already deescalated the situation by answering their consumers concerns. Customer service and customer response is a hard process to manage but not answering your consumers questions will make it even harder to promote brand loyalty. The next time you think you heard your brand name make sure you ask “What Did You Say ?”
Brand loyalty is when a consumer consistently purchases products from a particular brand, strictly because of the brands name. For instance, iPhone users are usually loyal to Apple products but there could be a multiple reason why. It could be because of product price, quality, availability or a number of different things. Consumers are unpredictable, but it is our duty as marketers to understand why they are brand loyal. Harley Davidson consumers have brand loyalty. Back in the day Harley Davidson motorcycles weren’t the best, the overall quality of the bikes was horrible. Consumers still bought the motorcycle at full price and sent it to an auto shop for upgrades to make the bike run in pristine condition. That is the definition of a true brand loyal consumer.
Have you ever been in a meeting where you’re told certain acronyms that you have never heard of before? Or have you heard of the acronym, but it means something completely different? Sadly, it happens to the best of us. As marketing professional’s vocabulary knowledge is crucial to becoming a successful marketer. The most used acronyms by marketers are B2C, and B2B. B2C is a business to consumers type of selling process. On the other hand, B2B is a business to business type of selling process. There are some benefits to each process, but the overall view is the same. B2C processes usually evolves more consumers and a faster selling process. B2B is a selling process that usually has the least consumers, and a more complex selling process. For instance, Michael Kors, a well know luxury brand, sells a purse to a consumer, this would be B2C. The selling process is completed immediately. There is no contractual agreement between the consumer and the brand. Now, if Michael Kors sells its purses to Macy’s which then sells to their consumers that’s a B2B. This process usually involves legalities to ensure the brand is represented well to consumers, and the selling processes usually takes months to complete. As a marketer you have to know your marketing vocabulary in order to be proficient at your job and be able to effectively target your audience.
If you want to become a better marketer, you need to understand your target audience and how they complete their buying decision. Once we understand where our consumers are on their buyer’s journey, then we better advertise towards them. For instance, when we consumers are in the research phase on their journey they want to gather as much information as possible about their intended product. During this process as we advertise, marketers would want to display stats or other features that make the product stand out against our competitors. During this process, consumers are trying to conduct research to choose the better product. You as a marketer should have already chosen the correct ad to engage your audience during this process. By doing this it allows your consumers to push along down the marketing funnel towards a purchase.
Creating content should be catered to your target audience. As marketers we need to truly understand our audience so that we can provide the content they are most attracted to. For instance, if we are selling toys to younger children, the content displayed should be bright, fun, energetic, and optimistic. You should see other children playing with the toys and getting excited about the toys. By doing this, your content is specifically targeted towards children, which is your target audience. The children will then tell their parents to purchase the toys for them. Now, if you produce content that was more informative rather than fun and exciting, you would not have the same effect, and the company’s profits can potentially be reduced. The key to choosing the correct content for your target audience, is understanding what your target audience is attracted to.