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Content Marketing for Apps

Did you know that roughly 1 in 2 apps are deleted within 30 days of installing? And of this number, around 45% are deleted within the first 24 hours.* 

This behaviour is indicative of a couple of things:

1) People download apps “just to see”, which is great news for brands as there’s obviously not too much or a barrier in this respect.

2) People quickly decide whether an app is of use to them and will immediately disregard it if not. This is not so great news for brands as re-acquiring these users (say in the event of an app update) is far more difficult than gaining them in the first place.

Content Marketing is all about producing meaningful and measurable content that has business purpose and audience relevance. Traditional content marketing has typically focused on websites for obvious reasons but given the huge appetite for apps (and ease in which they are downloaded) how can content marketing help app-based businesses? 

According to Google, “69% of app users prefer using apps over other channels like websites, physical stores, or email to engage brands” so creating a meaningful and memorable experience is key.^

Onboarding is everything 

Signup must be seamless and simple: Keep registration/sign up fields to a minimum. Car sales does this well by linking signup to the assets the user is already likely to have.

Benefits of the app must be clear: Don’t force your customer to search for options or figure out what to do. State straight away why you’re great and give clear options. CBA does this well by making all the apps key features very obvious and clear. There’s no confusion as to what to fo next.

Get your user to use the app as soon as you can: Make it clear and easy. MindPal does this well with one very clear button that takes the user to the next step quickly.

Build Loyalty through content marketing in-app to drive engagement

Here’s where great content can play a role when weaved into your app.

1) Gamification content

Gamified content is content that has a game-like element to it. This could be as simple as creating challenges or checklists so that your audience is motivated to engage through the idea of seeing how they are progressing through. Gamified LMS (Learning Management Systems) are quite popular in the business world. LMS taps into the idea of competition by using elements like points, badges, and leaderboards. 

2) Entertainment content 

Entertainment content focuses on showing how your business is attuned to what’s happening in the world. By being aware of what’s happening in entertainment, news, politics, media etc you can show that you are a business that has an ear to the ground and provide useful commentary on the things aligned to your brand and audience. So, start watching TikToks – knowing what’s trending comes in very useful. 

3) Augmented reality content 

A greater investment but a high-value offering to your audience is giving them the ability to engage with your product of brand in an augmented way. This means using computer-generated input that enhances the experience with the physical world through mobile, tablet, or smart glasses. A great option if you want yout audience to be able to trial your product in a virtual way.

According to Google research: “93% of APAC users who use a brand’s app frequently are likely to have a greater affinity for the brand as a whole and not just its app”^ so considering the experience as you would your web experience or in-store experience is vital.

Links to research:

https://www.appsflyer.com/infograms/2019-app-uninstall-benchmarks/

^ https://www.thinkwithgoogle.com/intl/en-apac/marketing-strategies/app-and-mobile/mobile-app-marketing-strategy-best-practices

Why understanding humour in content is vital for brands

An incredible report by Imgur and GWI was recently recently released (it can be found here) focusing on the foundation of internet culture and the language used as a result.

What stood out was the focus on meme culture and other forms of humourous content and how we – be it online communities, general users of social media or even active social commentators – turn to humour to connect and to comment.

If you cant say it, say it in a meme

Memes, gifs, funny photos and short videos underpin our expression online – and they hold more meaning than just a quick laugh. Communicating through memes and funny content can be both a playful way to connect or carry great and weight. Whether shared publicly or via private messages memes are how we project our opinions and build our digital personalities and stance.

We see this across major cultural and political events – elections, wars, economic booms and busts – they become a meme-field almost in real-time, revealing the nature of internet “joke” content as a vehicle for cultural commentary.

Meme is the new therapy

In 2020, Vox declared that “memes are the new therapy,” helping people cope with a seemingly insurmountable level of global distress (link here). Meme content can facilitate forms of connection and healing. Difficult topics like mental health can be broached with greater ease that comes from humour, as well as the shared human bond that humour fosters. Even today, we see meme communicate opinions about the war in Ukraine, highlight the inefficiencies of governments globally and be used as all kinds of commentary that forms a sort of digital protest.

People who do, meme

According to the research document by Imgur and GWI, finding entertaining content has become a bigger driver for using social media than connecting with others, sharing life updates, and discovering brands. Meme-ers are also active internet users in terms of shopping and commerce. Users who follow meme accounts are nearly 60% more likely than the average U.S. social media user to say that finding products to purchase is a main reason for using social media.

Why memes are important to brands

Speaking the language of the internet – and your audience – requires an understanding of what its key elements are, what sort of meaning is ascribed to them, and how users consume and share this type of content. Brands shouldn’t jump on the meme bandwagon but they should attempt to understand the language around memes and what makes a certain meme go viral. It’s this type of understanding that helps brands to have a greater understanding of what makes their audience tick.

Full report can be found at:

gwi.com/reports/going-viral

 

The Psychology of Content Marketing

Want to know what sets apart two similar business models, with one being successful while the other flounders? Psychology at work. Good psychology strategies have been integral to influencing consumers for years. It helps them pick one product over another, and stick with the same service despite the prevalence of identical offerings.

Building a website, composing a tweet, or writing a blog? Keep these psychological principles in mind to craft the best experience for your customers.

The psychology behind the purchase funnel

You don’t need to be a Rhodes scholar to put good psychology tactics to use in your business. In fact, you’re probably already doing it to some extent. The trick is to consciously observe how, why and where your current customers are finding your products and services, and then try to replicate that success across new audiences.

When it comes to understanding the psychology behind the purchase funnel, it’s all about putting yourself in your customer’s shoes. Once you understand what goes through their mind in each stage of the sales journey– awareness, consideration, evaluation, purchasing decision and retention – that’s when you can deploy content marketing collateral that appeals to their senses.

The power of customer behaviour models

Every customer is different. Much like your content marketing efforts won’t appeal to all the people all the time, the same holds true for the psychology tactics you should use.

Below, we’ve compiled some of the top customer behaviour models to get your head around. Once you understand how they work and how they feed into different marketing techniques, you can use them to your advantage through your content marketing.

  1. Cognitive fluency 

    In terms of marketing, cognitive fluency means getting your audience to process your collateral quickly and easily so they can associate that simplicity with your brand. Visuals are key here, which means your brand name, font and design elements must be sleek and easy to understand at a glance. Good cognitive fluency can potentially mean customers make a decision to purchase much faster.

  2. Social proof 

    Robert Cialdini (you’ll recognise that surname again later on) says about social proof: “we view a behaviour as more correct in a given situation to the degree that we see others performing it”. Word-of-mouth is one element of social proof, where people will be more likely to patronise your brand if someone they trust says it’s a good idea. But you should also consider the ‘halo effect’, where people make decisions about a brand based on what everyone else is saying about them. For this, social media listening can be a good strategy.

  3. Perceptual set theory 

    The perceptual set theory is simply the idea that customers are predisposed to see something in a specific way. This means that as humans we have a certain way of looking at things – our brains only notice certain parts of something (like content marketing) while ignoring other details. And as a business owner, it’s up to you to understand what details the customers may be missing.

    If you want to know how perception can actually boost conversions for your business, we recommend taking a look at Robert Mening’s fantastic deep-dive into the perceptual set theory.

  4. Cialdini’s principles of persuasion

    We told you that you’d be seeing more of this guy. He’s a big voice in the psychology world, but particularly how it feeds into marketing.

    His principles of persuasion are centred around reciprocity. That is, Caldini believes we have an inherent need to return favours and repay debts. Makes sense, right? This can actually be deployed in your content marketing by creating collateral that creates a sense of reciprocity in your audience.

    For example, by giving them discounts or free samples, they will feel obliged to return the favour by making a purchase.

  5. Central and peripheral route processing 

    Persuasion continues to play a big role, this time in both central route and peripheral route processing. And again, if you can harness the power of these persuasive psychological tools then your content marketing output will be all the better for it.

    As psychology lecturer Yolanda Williams puts it: “The central route to persuasion occurs when a person is persuaded to act based on the arguments or the content of the message,” whereas “the peripheral route to persuasion is when a person is persuaded by something other than the arguments or content of the message.”

    How you choose to integrate that type of persuasion into your marketing is up to you.

Keen to use psychology to your advantage but not sure how to integrate it into your content marketing? Contact us to find out how we can help you build a content marketing strategy.

You can also read more about content, social media and all things marketing at The Beat.

Does A Linear Marketing Funnel Exist Anymore?

Businesses with a solid marketing strategy are far more likely to see a successful return on their investment. We’ve spoken about this before– particularly that your funnel needs to be living, breathing and evolving with your customers’ preferences.

But for players who’ve been in business for a while now, you may not realise that the nature of the modern marketing funnel has changed. In fact, some would say marketing can no longer rely on a linear funnel.

A traditional marketing funnel… no more

Digitisation, hyperconnectivity and a general cooling of hard-sell marketing tactics mean we now live in a world where the traditional marketing funnel no longer has a place. This is because it relies on a customer to go through multiple phases individually: awareness, engagement, discovery, purchase and retention.

However, that’s no longer what the consumer wants. Instead, they want the freedom to completely bypass certain phases of the funnel altogether. And you need to adopt a similar mentality if you are going to market to this modern audience successfully.

How are modern customers making purchases?

Consider how a customer today makes a purchase. Let’s say they do a large portion of their shopping online. Rather than only having a choice between one or two different businesses offering similar products, instead they are constantly bombarded with advertising, sales and even direct communications through social media and eDMs – all online, with no ‘downtime’.

This means instead of a typical transactional relationship between buyer and seller, there’s been a market shift to the customer journey. So, you have to nurture your leads and give them something they want. This could be a product, better price than the competition, or simply something they are interested in consuming, like relevant content.

From funnel to loop

In a modern marketing funnel, leads can come from any of the traditional phases. In fact, the marketing funnel as we know it is dead – and that’s a good thing. Why? Because it’s been replaced with the loyalty loop.

This loop encourages repeat purchases and, most importantly for repeat business, takes advantage of the post-sale period – something that is often neglected. Build your marketing around the loyalty loop and you’ll soon come to see why so many business owners want to turn their customers into brand ambassadors.

An omni-channel approach

The bottom line is that to succeed with your marketing tactics, you need to take a multi-channel – or omni-channel – approach. This means:

  • Being where your customers are: To stay relevant in a highly competitive marketplace, you need to know where your customers are. That means spreading yourself across multiple platforms and implementing specific strategies for each. That’s an omni-channel approach.
  • Understanding your audience: The worst thing you can do is expect customers to change their behaviours to match your marketing strategies. Instead, you must pivot to meet consumers’ evolving needs. Stay across what they want, when they want it.
  • Targeting at the right time: Your messages need to be relevant and timely in order to convert. You can use campaign management software to automate tasks and predict when your marketing will hit the hardest.

A case study in multi-channel marketing

ASOS is one of the biggest names in online fashion these days. This should be no surprise when you realise, they were quick to adapt their marketing for a variety of social media touch-points.

 

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After releasing its integrated shopping app on Facebook, the company saw 11 million unique visitors per month accessing their brand. Its 9.4 million Instagram followers receive brand-consistent lifestyle images and new products to buy. Plus it was an early adopter of live-chat functionality, helping build its trustworthy image and generate powerful relationships with consumers.

Still not convinced? Stats don’t lie. Omni-channel B2C campaigns see 24% higher ROI.

Looking to develop a multi-channel strategy to replace your old linear marketing funnel? Contact us to find out how we can help you define a multi-channel strategy to reach modern consumers.

You can also read more about content and social media strategy at The Beat.

How social media is an integral part of your marketing funnel

When considering social media, your first thought is probably that it’s a way for people to connect online. And it is that, of course. But it’s so much more than a simple ‘meeting point’ for users to interact.

Social media has become an invaluable way for small business owners to connect with their customers. Moreover, it’s a place to build relationships with individual clients and start conversations with a wider audience. But most importantly, it can serve as a critical juncture in your marketing funnel – a way for customers to start their buying journey.

Here’s how.

It all begins with a strategy

To build a marketing funnel that truly works the way you want it to, you need to know both its beginning and end. That is, you need to have a clear ‘end result’ in mind for what you want your customers to do.

Is social media merely a way for you to expand your audience and drive new visitors to your website? Or do you want an overarching content strategy that holds a customer’s hand through the entire sales process, guiding them from first contact through to conversion?

One you understand what it is you want out of your strategy, you’ll be able to build your marketing funnel around it.

Stick to a few platforms at first

It’s exciting jumping into a new strategy, but don’t get so invested that you try to do everything at once. Start small – just one or two social media platforms to begin with. And ensure they are the platforms your customers frequent the most often.

For example, a construction/building business would do well to use a platform like Instagram (where you can publish before-and-after photos of previous clients or showcase new builds). Something like Pinterest (where customers can click on something and immediately head to the purchase page) wouldn’t be an intelligent use of social media for this business.

If you find that your sales are improving, reinvest into those platforms and – if you have the budget and time – try out a couple of other channels as well.

Track the data

There’s nothing worse for a marketing strategy that leaving it to its own devices. Your marketing funnel should be a living, breathing entity that changes as and when needed.

So rather than a set-and-forget approach, pay attention to social media metrics. That means regularly reviewing your impressions and engagement stats, subscriber count, website visitors, cart abandonments and of course your overall conversion rate.

The metrics don’t lie. So if your current approach isn’t working, change up your strategy.

Let your social media marketing funnel evolve

Flexibility is key for any business owner when it comes to marketing. It’s rare that you’ll get it exactly right the first time, so don’t give up if things don’t go to plan. Your customers will follow their own sales journey unless you guide them along the way.

So go to the source and ask them what they like and dislike about your social profiles and your website. If there are holes in your marketing funnel, your customers will let you know – either with their words or by going with a competitor instead.

Struggling to create a marketing funnel that converts? Or do you simply not have enough time to dedicate to digital marketing?  Contact the Brandalism team today  to find out how our marketing experts can turn your potential customers into brand ambassadors.

You can also read more about content, social media and all things marketing at  The Beat.

How building a successful marketing funnel can increase your ROI

These days, marketing is a living, breathing beast that encompasses a range of marketing funnels. But perhaps the biggest drawcard in the past decade has been the success of content marketing.

Put it this way: content marketing generates more than 3x as many leads as outbound marketing and costs a whopping 62% less – that’s return on investment (ROI) you can bank on. So how do you build the perfect content marketing funnel?

Just what is a content marketing funnel?

 Essentially, it’s a system that ‘herds’ as many potential leads through three separate stages. The ultimate goal is to convert those leads into actual paying customers. As you might expect, the top of the funnel is massive, and it tapers as leads move through the stages and drop off.

The bottom line: you’ll never convert all your leads into paying customers. The trick is to do enough to make the return on your content marketing investment worth it.

The three phases of the funnel: Top, middle, bottom

If you’ve at any time worked in marketing you’ll already understand the intricacies of a marketing funnel. But now that many small businesses are dipping their toes into content, it’s worth clarifying the three most important stages:

  • Awareness (top): This is when potential customers experience the initial ‘discovery’ of your brand’s products or services. This could be through social media, advertising, word-of-mouth, eDMs or otherwise.
  • Evaluation (middle): A portion of those leads will want to investigate further. They will reach out in some form to learn more, whether that’s checking you out online or contacting the business.
  • Purchase (bottom): Once the leads have all the information they need, some will make a purchase and become customers. This is what every owner is in business for.

 What should you focus on in your funnel?

In the most basic and uninspiring terms, you want potential customers to make a purchase. That’s your goal with any marketing tactic, and content marketing is not exempt.

However, in order to do that you’ll need to use a deft hand with your marketing collateral. Start by offering something attractive. This will get the audience’s attention. Next, you want that lead to ‘convert’ and become a prospect. When the prospect makes a commitment to purchase, they are at the closing phase. This means you get paid – but it’s not the end of your funnel. In order to get exceptional ROI from your marketing, you want to delight your customer so they return time and again – and hopefully become brand ambassadors.

Keep these four focuses in mind when you define your content marketing funnel.

Don’t forget!

While we’ve spent a while discussing the technicalities of a marketing funnel, there’s one thing you shouldn’t forget. The type of content you create and push out to leads depends on where they are in the funnel.

For example, those in the awareness stage (top of funnel) need a light touch. Don’t hit them with the hard sales tactics yet. Something engaging that softly urges them to action – whether that’s clicking on a link or getting in touch with you directly.

Once you’ve actually converted the customer, then you can hit them with the big guns – surveys, white papers, eBooks, special offers for return customers, etc.

Luckily we’ve made life easier for you to get started. Click Here to download our checklist to help you check off the various content types at each phase of the funnel.

 Ready to get your content marketing funnel into gear so you can increase your ROI? Contact us today to find out how we can help you get strategically aligned!

And if you want to learn more about content marketing tactics, check out The Beat.

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