We’re excited to share these clips from the latest episode of 60 Minutes Australia, where our client Kristy Carr, founder of organic baby food brand Bubs Australia, chatted to Allison Langdon about all things motherhood and business.
We’ve been working with Bubs since March 2016, helping them implement a comprehensive social media and content strategy to help drive sales and raise awareness of their amazing products in Australia and beyond.
Check out the highlight’s from Kristy’s interview below:
Do you feel as if you’re not using social media effectively? Are you worried you’re not focusing on the right channels or posting the wrong type of content?
While social media is one of the most powerful online marketing tools available to brands, many get sidetracked and lose sight of their wider business goals.
This post will show you how to plan and execute a successful social media strategyfrom scratch and boost your productivity.
# 1. Choose your social media channels wisely
How do you know which social media channels are right for you? It’s easy: you need to be where your customers are. This will vary depending on the age, location and interests of your target market. Resist the urge to create an account on every single social media channel – less can be more, especially if you’re just starting out.
Depending on your product offering, you could even branch out to lesser-known social media networks catering to specific user interests, such as Houzz, a niche social platform where users share architecture and design ideas.
Growing your presence on these online communities can generate some serious results for your business. For instance, Polyvore has a higher average order value of $500 – more than all social media networks combined!
#2. Set goals for each channel
Once you’ve picked the right social media channels, you’ll need to establish specific goals which will vary for each one of them.
Common social media goals include:
Generating brand awareness
Developing relationships with influencers, bloggers and press
Offering excellent customer support
Driving traffic to your website
Increasing e-mail subscribers
Increasing time spent on site
Changing brand perception
Don’t worry if your goals overlap. As long as they’re achievable, measurable and stay true to the nature of the platform.
#3. Determine what you want your customers to Think, Feel and Do
Creating social media posts that resonate with your audience can be challenging. In order to maximise engagement, you’ll need to have a clear intention in terms of the emotions you are trying to cultivate in your audience.
Before creating content, always ask yourself: what do I want people to think, feel and do?
Break this down by platform, as people respond differently to content depending on which channel they’re on.
#4. Establish themes and content pillars
Establishing themes and content pillars helps you think strategically about your content and allows you to generate ideas more efficiently.
Common social media goals include:
Behind the scenes images
New product updates
User generated content
Education tips & tricks
When deciding what content to use for a specific channel, always refer to your goals and the THINK/FEEL/DO model to guide you.
#5. Establish social media brand guidelines and rules
The key to a successful social media presence is consistency. This not only applies to the frequency of your posts (more on that later) but also to your content. To stay on track, set your own rules and guidelines and stick to them.
Will you include your logo on all your Facebook posts?
Are you going to add a branded hashtag to every Instagram update?
Will emojis resonate with your target market, or should you avoid them?
Which filter are you going to use on Instagram, if any?
How are you going to talk to your audience? Will you use slang, or keep it very formal?
How many times a day/week will you post?
#6. Make the most out of your bio/about me sections
Potential customers will almost always read your About Me/Bio section to decide whether to follow you. Lure them in by communicating what added benefit or bonus they’ll get by following your brand on social media. This could be a one-off coupon code, promotion, or a promise to share tips or videos.
#7. Schedule your content ahead of time
Automating your social media updates ensures you’re posting consistently and at the right times.
There are many scheduling tools on the market to choose from. Great Buffer or Hootsuite for Instagram (your post won’t automatically get published on Instagram, but you’ll receive a push notification to remind you). Both have free versions you can try. When it comes to Facebook, we suggest you use the native tool scheduling tool on the platform.
#8. Implement paid social media advertising
Unfortunately, an organic social media strategy alone is only going to get you so far when it comes to growing your audience and getting engagement on your posts.
Paid social advertising isn’t just reserved for brands with big marketing budgets. Small businesses can achieve great results, with sometimes as little as $1 a day.
#9. Analyse and optimise
Last, but definitely not least: analysing and optimising. The truth is that your social media strategy is never going to be perfect. You’ll have to test, experiment and amend your strategy as you go depending on your unique brand and category.
Put together weekly reports to track your progress. Make these as simple as possible, only measuring the metrics that are relevant to your goals, such as engagement rate, website traffic and conversions.
Putting together a successful social media strategy will take time and effort, but you’ll reap the benefits of your hard work once you get it right. Have fun experimenting with your content and strategy: the social media landscape is constantly evolving, so don’t be afraid to try new things and have fun.
As an artist, it’s not easy to stand out on a crowded platform like Instagram, but that’s exactly what Kode Abdo, (aka Bosslogic), has managed to do.
Starting out as a Melbourne university student with a pad of paper and a pencil, success did not happen overnight for Kobe. He’s been sharing his art on the Internet consistently for the last seven years, slowly gaining momentum. But it’s only recently that he’s finally hit success on Instagram.
Now, with over 300,000 Instagram followers and a dedicated fan base with high engagement rates, he has become a mainstay among fans of pop culture, often featuring on movie news sites such as ScreenRant. Though he’s created a vast portfolio, his specialty is the pop-culture mashup, like drawing well known celebrities and transforming them into superheroes.
But what’s the appeal of hiring such an artist if your brand has nothing to do with pop culture?
After all, if you’re selling burgers, you’re not going to be featured in the same way as a custom Harley Quinn image for the Suicide Squad movie.
Well, if you work with a talented artist, they’ll find a way to make it work. Take this example from Abdo featuring McDonald’s burgers.
Using both his skills as a digital artist and his fandom for superheroes, Abdo turns normal McDonalds food into imagery that resonates with his audience by relating it to “The Flash”. To a creative mind like his, art can tie any two things together.
And that’s exactly the kind of content creator brands need to be working with. Fans didn’t tear him off his platform because he featured some McDonald’s products, but rather embraced it because it was consistent with the type of content he posts. He turned what could have been an ad into an artful piece of content, and the superhero connection sold it to his fan base.
This connection is what separates great content from the mundane, the memorable from the forgettable. Collaborating with an artist’s strengths when creating content is what’s going to ensure the best results. It’s by finding a way to seamlessly integrate a brand into their work that a creator delivers content that doesn’t just feature your product, but transforms it into art.
Are you wondering why your pictures aren’t getting more engagement on Instagram?
Instagram is one of the fastest growing social media networks today, and more and more people are using the channel. But gone are the days when brands could get away with uploading mediocre visuals and hope that they would still drive customers to their website. To be successful on Instagram, you need to ensure that your images are of excellent quality. And this doesn’t mean you’ll need to spend hours a day on it, or waste huge amounts of time and money.
Here are some easy-to-implement tips that will help you take better pictures for Instagram.
1. Make the most out of your camera app.
If you don’t own a DSLR, don’t panic! You can take amazing pictures with a smartphone. You just need to make sure you’re using the right settings on your camera app. Always turn on the HDR mode and set the right focus/exposure by tapping on the screen. If you’re photographing a moving subject, ensure you are taking advantage of the burst mode function.
Top tip for DSLR users: by all means, if you own a DSLR, do use it for your Instagram photos. To avoid the hassle of saving them onto your computer first, get an EYEFI MOBI card and app on your smartphone. That way, every photo that you take gets automatically transferred to your smartphone for editing and uploading.
2. Go bright or go home
When possible, try to resist the urge to create dark and mysterious visuals. In the world of Instagram, brighter is better. The visual marketing platform Curalate analysed image features across 8,000,000 Instagram visuals and found that images with high lightness generated 24% more likes than dark images.
For best results, shoot next to a window, but never in direct sunlight. Always make the most out of natural light. If you’re going to photograph an object outside, try to do so in the first or last hours of the day when the light is softer. This will help you achieve sharper images.
3. Don’t go crazy with filters
Clever editing can transform a picture from mediocre to stunning, so don’t overlook this step, however, stay clear of Instagram’s filters. They are too strong and if you are trying to sell a product, they won’t give potential customers an ideal representation of what the product looks like in real life.
The research also showed that women tend to prefer blue, purple and green shades (while disliking orange, brown and grey). Of course this doesn’t mean you should avoid promoting a gorgeous orange clutch or trendy grey tech gadgets. But be picky about which colour(s) you’re going to give more prominence to in your feed, and generally try to stick to one colour scheme per visual. Images with a single dominant colour were found to generate more likes than those with multiple colours.
5. Choose your background carefully
As a rule of thumb, keep your background simple and clean. You don’t want to take attention away from your product(s). If you’re photographing smaller items like accessories, jewellery or makeup, use a textured background, such as wood, brick or grass. This will make your photo much more memorable.
6. Be consistent with your image style
You should always aim to tell your brand’s story with your Instagram feed. This means you must adopt a consistent visual tone. Constantly switching your visual style will confuse your followers and stop you from building a consistent brand online.
Stick to the same filters, backgrounds and editing techniques to make your brand look instantly recognisable on Instagram. Potential customers will decide to follow you based on the look and feel of your Instagram feed.
7. When in doubt, use symmetry
Humans love symmetry. We’re attracted to symmetry just as much on Instagram as in real life. One guy on Instagram grew his 360,000 Instagram followers just by posting pictures of his symmetrical breakfasts every day. Follow his examples (which look delicious) and start styling your products symmetrically.
8. Show your followers something unexpected
To be irresistible on Instagram, you need to stand out from the crowd. Show your followers something unexpected. Ask yourself this question: how can I showcase my products in a way that no one has ever done before?
9. Experiment with unusual angles
Let’s face it. Everyone and their mother has taken that typical #OOTD picture of their shoes and latte from above. I’ll say it again: following what everyone else is doing won’t get you noticed. Lead the way and experiment with new and interesting angles.
10. Embrace the small details
Showcase the uniqueness of an accessory, intricate pattern or jewellery piece by focusing on the detail. You could use an app like Snapseed to blur the outer background to get an even more dramatic effect. Another thing to try is to create a collage, allowing you to showcase the product next to a separate image of an interesting detail or logo.
A beautiful Instagram feed isn’t just reserved for big brands with big budgets. With a little practice, you can learn to take gorgeous photos that your followers will love.
We’ve all experienced the recent explosion of content marketing among many of the world’s leading brands. Whether they’re aiming to increase site-traffic and searchability, to generate leads, advocacy, or just increase their social media presence, brands have seen that the positive benefits of content marketing far outweigh the costs.
Nothing typifies this more than a recent piece of video content from Air New Zealand. In it, they play off the current popularity of comedian James Corden’s carpool karaoke, where he and a celebrity sing along to songs while driving a car.
Air New Zealand challenged Corden in a “pitch” to bring his segment to one of their planes for Cockpit Karaoke, and, in less than a week, the video has over 669,000 views, far exceeding the views of any of its other recent videos.
The content doesn’t feature any product focus or call to action, yet it achieved almost instant virality, leading to huge numbers of people engaging with the Air NZ brand. Whether or not Corden even accepts the challenge doesn’t even matter – consumers are now more aware of the brand and are more likely to think positively of it.
What’s key for brands trying to get into content is to make sure that they’re joining in existing conversations that are relevant to them and playing to their strengths. While Cockpit Karaoke is relevant to Air New Zealand, it might not work for something like a makeup company. Instead it might work for them to use singers or other talent say, in a content series about makeup tutorials.
Wherever possible, brands should be jumping on trending topics or viral videos, and be using relevant news and events as a means of connecting with audiences. Essentially, wherever there’s a conversation going that’s relevant to them, brands need to be creating content to keep up the conversation. And whether this comes in the form of a viral video or just a quick meme, if it is done well, consumers will respond to it.
“Marketing is no longer about the stuff you make, but about the stories you tell” – Seth Godin
The idea that brands should tell stories is not new. Unless you’ve been calling the underside of a rock home for the past decade, you will know that digital storytelling is the future of marketing.
It makes sense. From the societal structures that exist in our collective imagination, to the gossip sessions we indulge in and the Netflix shows we binge on, our appetite for stories is insatiable.
Digital media has made it easy for consumers to get their fix. As a result, every brand marketer wants in on the trend, but unfortunately only few appreciate its nuances. You can’t just #throwbackthursday an unflattering team photo or flood your Facebook feed with motivational quotes and call it storytelling.
Storytelling is a science and there are rules. The most popular stories of all time, from critically acclaimed novels to cult movies all contain a set of elements that make them appealing. A story is only as powerful as the ingredients used to create it. If you want to connect with your audience, you need to get the recipe right.
In his book Story Engineering, best-selling author Larry Brooks outlines a range of techniques and elements he argues are found in every good story. We’ve outlined them below so you can understand how to tell your brand’s story in an effective way.
Conflict is the essence of a story and what drives it forward. Think back to the last novel you read and you’ll quickly be able to pinpoint the conflict that shaped the story. If you think instigating drama isn’t right for your brand, don’t worry – you don’t have to re-create a Star Wars-style conflict of galactic proportions. Instead, leverage conflict by creating content that addresses and helps solve any challenges or struggles your audience is facing.
Great stories are fuelled by emotion so don’t shy away from it. When creating a piece of content, from a social media update to a blog post, always ask yourself “what do I want my audience to feel?” If your content connects with your audience on an emotional level, they’re more likely to share it. According to research from the Harvard Business Review specific emotions commonly found in highly viral content are curiosity, amazement, interest, astonishment and uncertainty.
Every great story has at least one clear-cut theme running through it, with some of the common ones being love and friendship, revenge, fate and the coming of age. In Story Engineering, Larry Brooks advises writers to identify themes by asking themselves: how do I touch people’s heart and ignite their intellect? Choose themes that resonate with your audience’s hopes and fears and regularly use them as a basis for your content.
A compelling main character is the backbone of a story. Treat your brand like one, defining variables like personality, quirks, goal and motivations – with the aim of creating a three-dimensional character that your audience will root for. Leverage your character/brand’s backstory too – if your brand has an unusual heritage or a unique worldview, turn that into a major content pillar.
In a novel or screenplay, each scene has a mission to accomplish, driving the plot forward. Great scenes are almost always simple, only delivering a single key piece of information to the reader or viewer. Brands should take a similar approach with their content. Be clear about the purpose of every content piece you create – if it doesn’t further your brand’s story, leave it out. Keep in mind that great scenes leave the reader or viewer hanging. Create that sense of anticipation by teasing your audience about upcoming content and regularly surprising them with something unexpected.
A great writing voice is easy to recognise – it feels natural and effortless. When crafting your brand’s voice, keep in mind that less is more. Consistency is crucial too, so put together a tone of voice style guide that outlines the type of words and expressions you’ll be using. If you’re struggling, think about characters or celebrities you’d associate your brand with and take inspiration from them. Regardless of the voice you choose, make sure you follow the most important storytelling rule of them all: show, don’t tell.
By now, most of us know that we aren’t experiencing a subtle zombie apocalypse. In fact, the hordes of people walking around glued to their phones, intermittently stopping to exclaim things like “OMG there’s a Jiggly Puff on your head!” is in fact Pokémon GO.
The augmented reality app has become a viral sensation, evoking a sense of nostalgia that makes it a marketer’s dream for targeting a Millennial audience. So what does Pokémon GO mean for your marketing strategy?
A win for augmented reality
Although we are surrounded by augmented reality (AR) apps such as Google Translate and Wikitude, there has been a tepid response to AR, leaving some in the tech community wondering if there ever really was any demand for this kind of experience from the average consumer.
However Snapchat’s recent success of its interactive lenses and now Pokémon GO has proved there is in fact a market for AR, it just depends on how it’s packaged.
For marketers who have dismissed AR, there is a lesson to be learnt; it can be used as an effective marketing channel when presented in a fun, user-friendly fashion. In the past, AR has been mostly adopted by sectors of the car industry, with Ford using it to preview cars. Pokémon GO has changed this by integrating it into our everyday activities.
Keeping bricks and mortar businesses ahead of the game
The social power of Pokémon GO is its ability to move mass groups of people towards a particular space, referred to as Pokéstops within the game. For bricks and mortar retailers whose businesses rely on foot traffic, Pokémon GO is a cost effective and relevant way to attract groups of people to your store.
We’ve worked with clients in the retail space who have taken advantage of this feature by integrating Pokémon GO with their existing marketing efforts. Our client was encouraged to drop a Lure Module at Pokéstops near their store, ‘attracting’ Pokémon for 30 minutes, and by extension, Pokémon players. We integrated this real-time event with their social media strategy, creating a sense of anticipation across their social platforms about the Lure Module being dropped.
For smaller businesses, attracting Pokémon players to your store with a Lure Module can be enhanced by offering an incentive or discount for players when they arrive. Retailers can integrate it with VIP shopping nights and in-store imagery. Brands should also join the conversation around the game by sharing photos of Pokémon players in their store across social media, thus creating a full circle of content.
Remaining part of the Poké-conversation
Pokémon GO is impossible to ignore. From organised “Pokéwalks” to a proliferation of memes and tweets, it’s cemented itself in our everyday culture. But what does this mean for brands that have no direct link to the Pokémon phenomenon? Are they missing out on being part of a crucial conversation?
It’s essential for brands to think strategically when it comes to aligning themselves with the Poké-phenomenon. This is where a little creative license comes into play. Brands should be tapping into Pokémon GO communities by making an authentic connection with the game just like the examples below.
One of the biggest concerns of Pokémon players is running out of battery while they’re in the middle of a Pokéwalk. This simple but creative strategy from JB Hi-Fi is the perfect example of rational based marketing with a creative flair.
What has an online food delivery service got to do with catching a Pikachu? Apparently quite a lot. This eDM from Menulog grabs the reader’s attention with the subject line “Gotta catch ‘em all” before sticking to what they do best- delivering food- as per the copy “If you’re addicted then we suggest you keep hunting and we’ll handle the food. Whether it’s pizza or salad, burger or sushi, we’ll keep you energised to catch them all.”
Charity Miles, an app that enables you to earn money for charity when you walk, run or bike, has started a Pokémon GO challenge. The charity asks people to log their ‘charity miles’ as they hunt for Pokémon and upload screenshots of the Pokémon they catch, creating a sense of community and a wealth of user generated content.
It’s hard to determine the lifespan of the app, but given the nature of the game which provides players with long terms goals, it looks like Pokémon GO is here to stay. So what does this mean for future marketing strategies?
The possibilities are endless. Imagine purchasing a Lure Module for your store and attracting players during quiet periods? In-app advertising is definitely on the cards, as is social sharing from the app itself. This presents an amazing opportunity for social media marketers to run hashtag competitions, build communities and utilise user-generated content.
The true value of the app is its ability to offer markers an entire community of users to target, as noted by Jens Nielsen, head of UK operations, Netbooster, “with almost two-thirds of Pokémon Go players in the 18 to 24 ‘millennial’ market, brands should embrace the opportunity this presents to target a market that typically tends to reject direct advertising.”
Famous for their instant gratification and want-it-now attitude, Millennials often get a bad rap.
But having lived through economic downturns, rising house prices, high rates of unemployment, student debt and some significant political changes, millennials are not as carefree and careless as they may seem – especially when it comes to money.
Somewhat guarded and remarkably responsible, Millennials tend to have two main financial focuses*:
Paying down debt (43%)
Saving for the future (38%)
But they also stand at a cross road – according to a Facebook report on millennial spending, most millennials feel there is more they could be doing with their money, but many don’t know what – hence the goal of simply “saving for the future”. To add to this, half of Millennials say they have no one they trust for financial guidance.
So here lies the gap – and it’s quite a significant one for marketers within financial institutions:
Millennials have a considered financial mindset but are lacking in the skills to be able to plan their finances and are less trusting than the generations that preceded them.
Content and social media can help millennials navigate the finance industry. Marketers within financial institutions can play a pivotal role in helping Millennials make the most of their financial mindset.
Understand their transitional lifestyle
Millennials go through many significant life stages – leaving home, travelling the world, marriage, having their first child and becoming a home owner. The challenge is to produce content that speaks to these varied life stages and to keep in mind that no year will be the same for Millennials – this will be an ever-changing transitional period with varying financial states.
Help them define personal financial success
Financial institutions would benefit by guiding Millennials through their two main concerns (paying down debt and saving for the future) but also in helping them understand exactly what they’re saving for and the role that different forms of debt play. It also makes sense to dive into what financial success means to millennials in both the immediate and future state.
Tackle their complicated relationship with credit
Regardless of whether Millennials currently own a credit card, 25% describe credit cards as something that worsens their financial standing. And they are 1.3x more likely than Gen Xers/Boomers to feel this way*.
Additionally, 30% of Millennials say that they are not sure how credit cards could be helpful.
The anti-credit card sentiment could become an incredibly useful touchpoint for financial institutions wanting to help Millennials understand their relationship with money. There could be opportunity to focus on building credit and increasing financial flexibility.
Be their guide with a savings plan
54% of Millennials say they save simply because they want to be responsible, The second most common reason for Millennials save is simply for an emergency (20%)*.
Only 17% say the main reason they are saving is to buy a home—and retirement feels very distant at this point, with only 8% citing it as the primary reason they are saving*.
Millennials are placed between living in the now and focusing on saving for an unknown future. Providing them with information on saving plans and future financial states would help most go from ‘just because’ savers to informed managers of their money.
Millennials’ young age could be an advantage in investing, but they are actually 1.6x more likely than Gen Xers/Boomers to have no investments whatsoever—and what’s interesting is why… while distrust in financial institutions and the economy are typically blamed, only 12% of Millennials say distrust is the primary barrier. A lack of money (54%) and knowledge (24%) are the primary issues.
What Millennials really want
More than anything, Millennials want to feel understood – and this starts by understanding that they aren’t a one-size fits all generation.
Discovering what really matters to them is vital to marketers – especially because Millennials are 1.4x more likely than Gen Xers/Boomers to switch financial institutions*.
45% of Millennials say they would switch banks, credit cards or brokerage accounts if a better option came along that provided assistance to their needs. Therefore it is is more important than ever that financial institutions provide them with tools and information that truly helps them navigate their way through their financial needs.
Having a strong Pinterest presence is essential for many brands, especially those in the fashion, food and design spaces (although other industries can benefit too). That’s because pinners are shoppers – according to a study by Millward Brown, 93% of pinners have used Pinterest to plan or make a purchase.
Having said that, Pinterest can be a challenging platform. If you’re active on Pinterest but aren’t getting the results you want, it can be frustrating. But don’t panic. These 9 easy-to-implement tactics will help you boost your Pinterest presence.
Schedule your content
Pinning regularly and consistently (5 times a day or more) is vital. Scheduling your pins is the best way to achieve this. It also allows you to be more strategic about what you post. It’s worth investing in a tool like Tailwind or Buffer to help you schedule pins ahead of time.
Install rich pins
Rich pins contain more detail than regular pins. This includes blog post snippets, location, recipes and product info (including price). Interestingly, pins with prices tend to get more likes, so if you have an e-commerce website, rich pins are a must-have for your business.. Click here to get them.
Only pin your best visuals
Like Instagram, Pinterest is a visual platform. This means you should only post your best content on there. Here are some key aesthetic guidelines to keep in mind:
Make your pins tall (around 900px x 2,000px)
Create mosaics or collages using multiple images
Include text overlay where relevant
Up the brightness, saturation and contrast levels of your images using an editing tool
Add a small logo
Be a tease
Give Pinterest users a compelling reason to click through to your website. The best way to do this is by teasing them. Ignite their curiosity by only giving them a sneak peek of your content, encouraging them to find out more.
Don’t forget about keyword research
Pinterest is a visual search engine. Make your content easily discoverable by using the right keywords when naming your boards and writing your descriptions. Keep in mind that the most re-pinned words on Pinterest are: recipe, chicken, bake, cake, cheese, cut, bottle, step, mix. Be sure to include these where relevant.
When in doubt: educate
Educational content resonates well with Pinterest users, who are using the platform to access tutorials, step-by-step guides and other ‘how-to’ type content. Pin your best ‘how-to’ posts and create check-lists and cheat-sheets, using the visual guidelines outlined in step 3.
Be ready to experiment
Did you know you can re-pin videos from YouTube, Dailymotion, Vimeo and Ted? Experiment with different content formats to keep surprising your audience. This will also help you figure out what content types work best for your brand.
Mind your copy
As a rule of thumb, keep your pin descriptions under 200 characters. Don’t forget to include the right call to action (just don’t make it sales-y) and don’t feel like you have to use hashtags. They don’t work the same way as on Twitter or Instagram and will be ranked by popularity rather than chronologically.
Sharing is caring
The purpose of social media is to be social – Pinterest is no exception. A staggering 80% of the platform’s pins are re-pins, so make sure you’re not just posting your own content but regularly re-pinning other users too. Keep in mind that joining group boards is a great way to get your content seen by a larger audience. Use PinGroupie to find relevant boards and invite loyal followers to contribute to yours too.