Creating a Memorable Holiday Marketing Campaign

Are you ready to unwrap the secrets of creating a holiday marketing campaign that drives sales? As we embrace the holiday season, it’s not only the time for gift-giving but an opportunity for businesses to connect with their audience in a meaningful way. So, how can you craft a marketing campaign that resonates, spreads cheer, and sets your brand apart in the holiday shopping frenzy?

In this comprehensive guide, we’ll explore tips and strategies to make your business shine during this festive season. Get ready to create a holiday campaign that not only captures the spirit of the season but also achieves your marketing goals.

Understanding Your Audience

During the holiday season, understanding your audience is like knowing their deepest desires before they even make a list for Santa. To craft a memorable holiday marketing campaign, you need to read into the minds and hearts of your target demographics

Here are some strategies to get you started:

  • Customer Personas: Begin by creating or revisiting your customer personas. These detailed profiles of your ideal customers can guide your campaign’s messaging, design, and channel selection. Consider their demographics, psychographics, and buying behaviors. Are they parents searching for family-friendly deals or millennials looking for unique gift ideas? The more you understand them, the more precise your campaign will be.

 

  • Analyze Past Data: Review data from previous holiday seasons. What were your most popular products or services? What promotions or strategies worked well, and which fell flat? Analyzing past data helps you identify trends and customer preferences, allowing you to tailor your campaign to what’s resonated with your audience in the past.

 

  • Feedback and Surveys: Engage with your audience directly through surveys or feedback forms. Ask about their holiday shopping habits, what influences their purchasing decisions, and their preferred communication channels. Understanding their concerns can help you create campaigns that directly address their needs.

 

  • Segmentation: Consider segmenting your audience based on their behavior. For example, you might have loyal customers who need exclusive incentives, last-minute shoppers who respond well to flash sales, or early birds who appreciate sneak peeks of upcoming promotions. Segmenting allows you to personalize your campaigns for maximum impact.

 

  • Competitor Analysis: Don’t forget to peek over the fence at what your competitors are doing. Analyzing their holiday campaigns can provide insights into market trends and customer preferences. While you don’t want to copy them, you can identify gaps or areas where you can differentiate yourself.

The Power of Storytelling

The holiday season is a time of year filled with emotion, nostalgia, and cherished memories. To craft a memorable holiday marketing campaign, focus on the power of storytelling. Stories have the ability to connect with your audience on a personal level and this can include powerful emotions

Here are some ways to create an engaging narrative:

  • Relatable Narratives: Create narratives that your audience can relate to and think about the challenges, joys, and traditions that come with the holiday season. Write stories that align with these experiences, for example, tell a story about how your product or service made a customer’s holiday preparation easier or more joyful.

 

  • Emotional Appeal: Stories that cause emotional reactions are more likely to be remembered. Whether it’s the heartwarming tale of a family reunion, the excitement of gift-giving, or the magic of winter, fill your campaign with emotions. This emotional appeal helps your brand resonate with your audience on a personal level.

  • Consistent Brand Story: Ensure your holiday campaign story aligns with your overall brand narrative, your holiday story should be an extension of what your brand represents throughout the year. Consistency in storytelling helps reinforce your brand’s identity.

  • User-Generated Content: Encourage your customers to share their holiday stories related to your brand. Whether it’s through social media posts, videos, or reviews, user-generated content adds authenticity to your campaign. Repost and share these stories to demonstrate real experiences with your brand.

  • Visual Storytelling: Visual content is a powerful tool for storytelling. Consider using videos, graphics, and images that narrate a holiday-themed story. Show how your product or service fits into the holiday season and the lives of your customers.

  • Content Series: Expand your storytelling across multiple touchpoints by creating a series of content pieces that build upon one another, gradually unfolding a holiday tale. This keeps your audience engaged and eager to see what comes next.

Create Captivating Visuals

The holidays are a time for vibrant colors, twinkling lights, and cozy imagery. Incorporate these elements into your marketing materials, including your website, social media, and email campaigns. Visuals have a profound impact, and when they align with the holiday theme, they can bring about a strong emotional response.

Here are five strategies for creating captivating visuals:

  • Festive Branding: Temporarily update your brand’s color scheme to reflect holiday colors like red, green, and gold and add festive elements to your logo and website banners. These small changes show that your brand is in tune with the season.

 

  • Engaging Social Media Content: Share visually appealing content on your social media platforms and post high-quality images of holiday-themed products, decorations, or behind-the-scenes glimpses of your team getting into the holiday spirit. Use these platforms to tell a visual story about your brand’s relationship with the season.

 

  • Email Marketing: Design holiday-themed email templates that are mobile-responsive. Incorporate eye-catching graphics, gifs, or animations in your email campaigns and use a clear call to action that stands out among the festive visuals.

 

  • Website Redesign: If possible, redesign your website’s homepage with a holiday theme. Create a welcoming, immersive experience with holiday-inspired imagery and ensure that the navigation remains intuitive to guide visitors effectively.

 

  • User-Generated Content: Encourage your customers to share their holiday experiences with your products. Repost their images on your website and social media as it not only builds trust but also generates authentic, relatable content.

Leveraging Social Media

Social media is where many of your customers are spending their time during the holiday season, making it a prime platform to connect with your audience

Here are five effective strategies for leveraging the power of social media for your holiday marketing campaign:

  • Festive Hashtags: Create and use holiday-specific hashtags to increase the visibility of your content. These tags make it easier for users interested in holiday-related topics to discover your brand.

 

  • Holiday-Themed Content: Craft engaging and shareable holiday-themed content. This could be in the form of blog posts, infographics, videos, or social media posts. Use storytelling techniques and visual elements to create content that resonates with your audience during the season.

 

  • User-Generated Content: Encourage your followers to participate in your holiday campaign by running contests, challenges, or giveaways. Ask them to share their holiday moments with your products or services. By showcasing user-generated content, you not only boost brand engagement but also create a sense of community.

 

  • Live Streaming: Consider using live streaming on platforms like Facebook, Instagram, or YouTube. Host live Q&A sessions, behind-the-scenes tours, or special holiday events. Live streaming provides an authentic and interactive way to engage with your audience.

 

  • Paid Advertising: Allocate a budget for paid social media and Google advertising during the holiday season. Platforms like Facebook and Google Ads offer robust targeting options, ensuring that your content reaches the right audience. Use carousel ads, video ads, and other interactive formats to tell your holiday story.

Prioritizing Customer Experience

Outstanding customer service is a must during the holiday season. To ensure your customers have a seamless and enjoyable experience, here are five ways to prioritize customer satisfaction during the holidays:

 

  • Customer Support Readiness: The holiday season often brings a surge in customer inquiries and requests. Ensure your customer support team is well-prepared to handle increased volumes. Consider extending support hours and responding promptly to customer messages.

 

  • Efficient Shipping: Customers expect their holiday purchases to arrive on time. Partner with reliable shipping providers and clearly communicate shipping deadlines. Offer expedited shipping options for last-minute shoppers.

 

  • Easy Returns and Exchanges: Simplify the returns and exchanges process. A hassle-free return policy gives customers confidence to make a purchase, knowing they can easily return or exchange items if needed.

 

  • Personalized Recommendations: Leverage customer data to provide personalized product recommendations. Suggest complementary items, offer tailored promotions, and make your customers feel like you understand their needs.

 

  • Post-Purchase Engagement: Don’t forget about your customers after the purchase. Send follow-up emails expressing gratitude and requesting feedback. These interactions can turn first-time buyers into loyal, repeat customers.

Our Holiday Campaign Conclusion

In the world of holiday marketing, crafting a memorable campaign involves understanding your audience, telling compelling stories, creating captivating visuals, leveraging social media, and prioritizing customer experience. By delivering a cohesive and engaging holiday marketing campaign, you can boost sales and create meaningful impressions that last well beyond the holidays, making the holiday season a joyous and memorable time for your customers and your brand. Wishing you a festive and prosperous holiday season!


Interested in learning more about inbound marketing campaigns and strategies? Sign up for our newsletter for monthly updates with best practices, helpful case studies, and more.


Chat GPT For Your Digital Marketing Strategy

Before exploring the advantages and challenges of employing Chat GPT in digital marketing, let’s grasp the basics of this technology.

Chat GPT, also known as Chat Generative Pre-trained Transformer, is an advanced chatbot system that utilizes deep neural networks to simulate human-like conversations. Based on OpenAI‘s GPT model and fine-tuned specifically for chat interactions, it enables businesses to engage with their customers in a more personalized and interactive manner.

How does Chat GPT work?

Chat GPT employs AI to analyze and comprehend customer queries, delivering accurate responses. It continuously learns and adapts to new data, improving its performance over time.

One key advantage is its ability to gauge customer sentiment, helping businesses assess their marketing effectiveness. This insight refines strategies for impactful campaigns.

Additionally, it can be trained on industry-specific data for tailored responses, enhancing customer experiences. It’s also highly scalable, handling multiple conversations concurrently, suitable for businesses of all sizes.

The Intersection of Chat GPT and Digital Marketing

Now that we have explored the foundation of Chat GPT, let’s delve into how it intersects with the world of digital marketing.

Chat GPT revolutionizes real-time customer engagement for digital marketers. Deploying powered chatbots enables businesses to instantly address customer queries, boosting satisfaction and loyalty.

Imagine a customer visiting an e-commerce site with questions about a product. Instead of waiting for human support, they interact with a chatbot, which swiftly understands their query and provides relevant information, ensuring a seamless experience.

Moreover, it facilitates scalable marketing personalization. By analyzing customer preferences and behaviors, it generates customized product recommendations and promotions, elevating conversion rates and loyalty

For instance, a clothing retailer can use Chat GPT to suggest new arrivals or promotions based on a customer’s browsing history and previous purchases, enhancing their shopping experience and encouraging purchases.

The Impact of Chat GPT on Customer Engagement

Customer engagement is a vital aspect of successful digital marketing strategies. Chat GPT takes customer engagement to new heights by providing a conversational experience that feels personalized and human-like.

Imagine a customer reaching out to a business through a chatbot and receiving responses that are not only accurate but also empathetic and natural. Chat GPT can analyze the customer’s tone and sentiment to provide appropriate and empathetic responses, making the customer feel heard and understood.

Here are some of the Key Features of Chat GPT in Digital Marketing:

  • Keyword Research: Generating relevant keywords for SEO and PPC campaigns.
  • Ad Copywriting: Crafting compelling ad copy for Google Ads, Facebook Ads, and other PPC platforms.
  • Social Media Management: Generating content ideas for social media. Writing captions and posts for different platforms.
  • Email Marketing: Creating personalized email content for subscribers. Writing email subject lines to increase open rates.
  • Market Research: Generating insights and reports from data analysis. Summarizing industry trends and news for content.
  • Customer Support: Assisting with customer inquiries and providing helpful responses. Handling live chat on websites.
  • A/B Testing: Generating variations for A/B testing in campaigns.
  • Reporting and Analysis: Summarizing campaign performance data. Generating automated reports for stakeholders.
  • Chatbots and Automation: Building chatbots for websites and social media. Automating responses to common customer queries.
  • Lead Generation: Crafting lead magnets and opt-in forms for websites.
  • Content Curation: Recommending relevant content for sharing on social media or email newsletters.
  • Strategy Planning: Providing insights and ideas for digital marketing strategies.
  • Market Segmentation: Segmenting customer data for personalized marketing campaigns.
  • Social Media Advertising: Assisting in setting up and managing social media advertising campaigns.
  • Competitive Analysis: Analyzing competitor strategies and suggesting improvements.

The Future of Chat GPT in Digital Marketing

As Chat GPT continues to evolve and improve, its impact on the digital marketing landscape is set to grow exponentially.

Experts predict that it will become more integrated into various digital marketing platforms and channels. This includes social media platforms, chat apps, and even voice assistants, enabling businesses to engage with customers across multiple touchpoints.

Its future also holds the promise of enhanced multilingual capabilities, allowing businesses to cater to diverse customer bases and expand their global reach.


Interested in learning more about Artificial Intelligence (AI) and Automation tools for your business? Sign up here to receive our newsletter for monthly updates with best practices, helpful case studies, and more!


Building a Digital Trust Ecosystem with Blockchain

Although we are connected through the digital world now more than ever, the term digital trust isn’t new. Digital trust refers to online security and data protection, usually in terms of how companies are collecting and using our personal data.

Customers are increasingly more aware and more interested in privacy policies and how their data is being used on the Internet. We all want to avoid having our personal data stolen or used in a way that we haven’t consented to. The number of incidents where data is mishandled is alarming, and this fosters mistrust among customers, which isn’t good for business.

It’s important to build digital trust within your company and assure customers that their data is safe and secure. In this article, you’ll learn more about what digital trust and a Digital Trust Ecosystem (DTE) is. We will also give you some examples of companies implementing digital trust at its core, and how blockchain technology fits into all of this.

What Is Digital Trust?

Digital trust is the “ability of an organization to inspire confidence within their digital ecosystem about their intent and capability to deliver the promised services.” Your business needs to be trusted by customers in order to succeed in the long run. Without trust, customers will run to another company with more secure offerings.

One example of how digital trust is implemented can be seen in Subex, a company devoted to digital trust that provides solutions to the world’s top 50 telephone companies. As you can see in their model, digital trust is a multi-layer matrix that works across various processes and systems. Digital trust looks different depending on the industry and technology used.

What About a Digital Trust Ecosystem (DTE)?

The technology research company Gartner defines a digital ecosystem as “an interdependent group of actors (enterprises, people, things) sharing standardized digital platforms to achieve a mutually beneficial purpose.” These various entities that are working together are independent, yet collaborating together through digital platforms and solutions

A Digital Trust Ecosystem (DTE) uses standardized digital solutions that are working together within a trusted network. You can think of it as an intricate web, connecting various companies, people and organizations.

PharmaLedger: A Case Example of Implementing a Digital Trust Ecosystem (DTE)

One of our clients, the PharmaLedger Association (PLA), has built a DTE in healthcare to investigate, develop, and deploy blockchain-enabled solutions. Their philosophy is built on trust, where network participants are encouraged to collaborate and push innovation forward. The DTE is the external framework through which PLA operates.

PLA’s DTE is made up of regulatory authorities, healthcare providers, services providers, distributors and wholesalers, research and academia, insurers and NGO Payers, Biopharma manufacturers, and most importantly, patients.

What does blockchain have to do with a Digital Trust Ecosystem (DTE)?

Some of the key features of blockchain technology are the security provided, the immutability of data (everything stored cannot be changed or tampered with), and the traceability of data. Adding these and many other features of blockchain solutions to your company’s network creates the trust that customers need to do business with you.

Watch the short PharmaLedger Project explainer below to learn more about blockchain technology.

Tell Us About Your Blockchain Project


Are you interested in creating trust in your business with the use of blockchain solutions? If so, our specialized GoViral Blockchain Team can help. We are experts when it comes to inbound marketing, community management, and creating funnels for online sales – but we especially know how to write and create content around blockchain that gets others talking. Tell us about your blockchain idea.


The Importance of Brand Voice

When it comes to distinguishing your brand, having an appealing visual identity and logo surely helps, but what also matters is your brand voice. In order to make your business stand out from the rest and connect with your target market, establishing a brand voice and using it consistently in your marketing strategy is vital.

There’s a reason why a hip brand catering to young adults might use “cool” slogans, or why luxury cars keep it sleek and professional. Your brand voice helps you to make your brand recognizable and reach the right audience.

Let’s talk about what brand voice is and why it’s a good idea to think it through for your brand. We’ll also cover how to create a unique brand voice that you’ll use throughout your communication channels.

What is Brand Voice?

Just like how a personality makes a person unique, a unique brand voice distinguishes a company from its competitors. Brand voice is defined as a personality that your brand consistently communicates. It reflects your brand’s values and serves as a guide on how and what you say when it comes to your marketing strategy. It also helps you connect to your audience and reach potential new customers.

You can think of your company’s brand voice almost as if it were a person. What personality does your brand voice have? What phrases does your brand use? Imagine that your brand is at a dinner party; how would it speak to the other guests?

Why is it important to establish a brand voice?

There is an overload of noise when it comes to advertising and other online content. Individuals and brands are constantly talking through social channels, so it’s important to stand out. Having nice photos, a unique logo and well-thought-out products are all great ways to strengthen your brand, but what you write needs equal care.

Having a consistent brand voice helps differentiate your company while switching up your voice in each post can quickly lead to an unfollow from your customers.

How can you create a unique brand voice?

1. Start with your brand values and mission statement.

Do you need help creating your brand voice? Look at your brand values to determine your voice and how you communicate with your target audience. Make sure that what you promote and say to your audience also reflects your values and mission statement.

Let’s say that your brand named “Green Sea Turtles” sells bright-colored sustainable cleaning products for Gen Z. You value eco-friendliness, have a modern approach and donate 5% of your yearly income to a charity that saves baby sea turtles. 

How you communicate to your customers and in what style should also reflect your products. You probably won’t be speaking strictly professionally to your Gen Z customers and the advertising could be directed in a fun, light-hearted manner.

2. Identify your buyer persona to target the right audience.

Making a list of potential customers and writing down their personalities, habits and what they might be interested in is a great way to explore your brand voice. 

Knowing that your Gen Z customer for the “Green Sea Turtles” brand is 19 years old, loves to dress in vintage 90s clothing and watches ASMR cleaning videos on TikTok can help you to create your brand voice. Making t-shirts with “God save the sea turtles” slogan and videos promoting your cleaning products showing a Gen Z cleaning her apartment can end with her saying, “Omg so clean, thanks Green Sea Turtles.”

Knowing your buyer persona can also help you to choose the tone of voice that you will use when communicating with your target audience. If you want more tips on how to reach Gen Z customers, read our blog article 5 Tips for Marketing to Gen Z.

3. Keep your brand voice consistent over all social channels. 

This includes being consistent on all your social platforms, email communication and even packaging. Think of your brand like a bundle. It would be weird if you communicate your brand in a casual, fun manner and have extremely formal emails like you’re talking to a corporate audience.

One brand that is a great example of keeping its brand voice consistent is Apple. The brand often leaves the wording simple and to the point and adds an eye-catching image to highlight cutting-edge technology. Even their packaging is simple and enjoyable to open, just like how their products are enjoyable to use.

Apple’s advertisement above for the new “unsend” Imessage feature is almost like a short movie. At the end of a message that was unsent, Apple wrote, “Relax, it’s iPhone.”

How do you know your brand voice is working?

Remember, be yourself. One way you know your brand voice is working is if your customers feel as if your company is directly speaking to them, they feel connected to your brand and they feel like they’re part of the conversation. 

You can also investigate how your customers are engaging with you online to see if your brand voice is working well. Make sure to read our How You Can Use Social Listening to Improve Your Business blog article to track what others are saying about your brand, and if your brand voice is structured correctly.


Make sure to sign up for our newsletter below for more brand strategy and the latest marketing tips to stay ahead of the competition.


GoViral Case Study: Timing PPC Campaigns for In-Person Events

A common question among marketers: how far in advance should I advertise an in-person event? When should I start using my PPC advertising budget? At GoViral we’re committed to learning from experience, so let’s take a look at the numbers from three recent events.

When Should I Start Advertising an In-Person Event?

Over the past few years we’ve helped one of our clients, a global leader in business and consumer electronics, advertise their presence at in-person industry events. 

When our client attends these events, they want the best bang for their buck. Their end goal is leads. Getting face time with existing and potential customers is invaluable.

But even priceless marketing activities are limited by budget. Regardless of your budget’s size, you need to think carefully about how and when to spend it. So let’s take a look at lead time. How far in advance of an event do we see results for booking in-person meetings?

Our Results from Three Recent Events

For each of our three most recent events, we launched our PPC campaign at a different point in advance of the event date. One campaign started 17 weeks before, one 4 weeks, and one just 3 weeks before the start of the event.

Keeping in mind that we define a lead as someone who schedules a meeting with our client during the event, here are the results of total number of leads acquired by campaigns of varying lengths.

As you can see, we acquired more leads with a shorter timeline ahead of the event. In other words, more time did not translate to more leads.

Furthermore, the Cost Per Acquisition (CPA) decreased as the lead time decreased. How much did we spend to acquire each lead? Considerably more when we started earlier.

Takeaways for Advertising Events with a PPC Campaign

Our overall takeaway? Don’t assume advertising an in-person event earlier means your results will be better.

There are other factors besides the timeline to consider, of course. But one thing is clear from our results: most of our leads for in-person events were acquired in the three weeks immediately before the event.

Our experience has shown that PPC campaigns for in-person events can find success even when limited to the month leading up to the event, and in fact we have had most success acquiring leads during that time.

Further Considerations 

As with all marketing advice, your mileage may vary. Consider your specific situation and make strategic decisions accordingly.

Maybe your event requires early registration, or maybe there’s a competing event in a different city on the same dates. In those cases, you might want to start earlier.

Remember that a marketing campaign requires careful planning, including consideration of the buyer’s journey and other factors specific to your business.

However, if you find yourself starting your advertising efforts just a few weeks before your event, don’t despair! There’s still time to get results.


Looking to advertise an in-person event? Let us help you! Tell us more about your project and request a proposal.


How You Can Use Social Listening to Improve Your Business

Building brand awareness and connecting to customers online requires a holistic approach. Practicing social listening is just as important as creating meaningful content. In this blog post, we will introduce you to this topic and give you some tips on how you can get started on improving your brand through social listening.

What is Social Listening?

According to HootSuite, “Social listening is the practice of monitoring social media channels for mentions of your brand, competitor brands, and related keywords.” You can track any mentions online about your brand or business, which can give you insights into how people are reacting. It can also help you to quickly identify a crisis and react accordingly.

Social listening can help you:

  • Understand how your customers feel about your brand/business
  • Figure out what you can improve if there are complaints or other negative comments
  • Find out what competitors’ customers are talking about and discover trending topics
  • Complete all of this in real-time, so you can act fast if needed

Is Social Listening the Same as Social Monitoring?

Social monitoring, or brand monitoring, is when you get notified when your brand or business is mentioned online. This is useful for responding quickly when needed, but it doesn’t give you a whole picture of your brand or the industry you’re focused on.

Social listening is more expansive in that it gives you mentions about not only your brand but also conversations about your competitors, the industry and similar products. This is a more complete picture instead of just snippets related to your brand or business.

Through social listening, you can make better decisions about how to structure your marketing or social media strategy, since you have a clearer picture of all that surrounds your business.

Why You Should Use Social Listening for Your Business

1. Know your audience

By listening to what is being said about your brand or business online, you can better understand what customers want and how you can improve your offering/services. 

2. Respond to crisis 

If something goes terribly wrong in relation to your brand, you want to find out right away and respond quickly.

3. Build customer relationships

Social media can be a great way to talk to current or potential customers, but your goal doesn’t always have to be about selling something. Build relationships and respond to customers instead of just offering a product or service every time. Share useful information that piques interest instead of strictly pushing what you have to offer.

4. Learn more about your competitors

Social listening can keep you in the loop about what your competitors are doing and give you updates about the latest trends in your industry. This can inspire you to create new products or services.

5. Improve your social media strategy

Listening to your customers, competitors and your industry as a whole can help you create tailored content. You’ll be able to learn more about what your customers want and what content seems to resonate with them. Need help creating meaningful content for your customers? Take a look at our Content Strategies for Different Stages of the Buyer Journey article.

Tips on How You Can Start Social Listening

1. Use the right social listening tools

Depending on what you want to track, make sure to use the right tools. There are various social listening apps that can help you monitor your social channels. Make sure to do your research to choose the right one for your needs.

Buffer, Hootsuite, Google Analytics, Facebook Insights and Twitter Analytics are just a few that are worth looking into. 

2. Create a Social Listening Strategy

You should structure your social listening and treat it as a project. Aside from monitoring tags or direct messages, monitor variations of your brand or business name, and the founder or other public figures associated with your brand.

3. Monitor your competitors

And not just the happy customers from your competitors, but keep an eye out for unhappy customers. What are they saying? How can you cater to them? You could find solutions to their problems.

We hope this introduction to social listening was helpful for you and that you can get started using these tips right away. There are so many opportunities to connect to your  existing and potential customers by using social media and the various social listening tools available.


Want to connect with your audience, and get paid for it? Make sure to read more in our article Facebook & Instagram Subscriptions Feature: How to Make the Most of It.


An Introduction to Influencer Marketing Guide

With so many social media platforms, one surefire way to expand your online presence is influencer marketing. 

There is no one-size-fits-all approach to influencer marketing, but you could make it work for your business with proper research and planning.

What is Influencer Marketing?

When an influential person known as an influencer collaborates with a business to promote their products or services, it is known as influencer marketing. 

In the past, brands only had celebrity endorsements. But in the digital age we live in, online content creators with dedicated and engaged groups of followers have changed the game of influencer marketing.

It is common to find yourself asking, “Does influencer marketing bring any positive results?”. Well, Civic Science reported that 14% of 18 to 24-year-olds and 11% of millennials in the U.S had bought some products or services in the last six months because an influencer recommended it. 

When it comes to influencer marketing campaigns on social media platforms, Instagram currently tops the list, but it seems like TikTok is catching up. With 68% of U.S marketers planning to use TikTok for influencer campaigns, it is becoming as popular as Facebook to be the preferred platform. 

Types of Social Media Influencers

When we say social media influencers, usually celebrities come to your mind. As we said earlier, while celebrities are the top influencers, not all influencers are celebrities. 

On the contrary, influencers with a niche follower base could be more effective for brands as they have a higher engagement rate than celebrities. Plus, it won’t burn a hole in your pockets. 

Usually, influencers are grouped based on their audience size. Let’s look at different types of influencers.

Nano-influencers

These are the ones who have just started out and have less than 10,000 followers

While their reach is low, their influence on their small, tight-knit community is enormous. Nano-influencers may know most of their followers on some level. 

It could be beneficial for a brand because we are more likely to buy a product on family or friends’ recommendation than some celebrity. Nano-influencers bring a sense of relatability and trust that is rarely seen with celebrity influencers. 

Micro-influencers

The most common influencers you will find are micro-influencers who have between 10,000 and 100,000 followers

Micro-influencers are more specialised and have a more engaged audience than their bigger counterparts, thus bringing in more qualified leads for your business.

Macro-influencers

With followers between 100,000 to 1 million, macro-influencers have a celebrity status of their own.

Since macro-influencers have grown their follower base from scratch, they know their audience well. The strong connection with the audience makes macro-influencers a preferred choice for brands with more major marketing campaigns. 

Mega-influencers

With more than 1 million followers, mega-influencers have a following outside the social media world. They are usually celebrities, actors, singers or internet personalities who have risen to fame recently. 

However, mega-influencers don’t have a personal connection to their followers, so they could be considered less trustworthy. 

Tips for Creating an Influencer Marketing Strategy

Know Your Audience

The first step is to define who your audience is for your campaign. To make your strategy effective, you need to target the right people. 

So how do you know who the right people are? Through buyer personas

Developing your buyer personas is a great way to know your audience. Defining your audience helps you understand the kind of influencers you should collaborate with.

Establish Your Goals

For marketers, the number one goal of influencer marketing is to reach a new audience. Your brand visibility increases when your products or services reach the influencers’ followers. 

Usually, the top goal for brands is to reach potential customers, while bringing an actual sale is lower on the list. It is essential to create measurable goals that you can track. 

Shortlist Influencers

Trust is the most significant factor when it comes to choosing influencers. If your audience doesn’t trust or respect this person’s opinions, you will find yourself scrambling to get tangible results. 

One way of finding out if your potential influencer is trusted is through their engagement. You should check if their posts have plenty of views, comments, likes and shares. 

When an influencer has a reasonable engagement rate, they have a loyal following. So check if their follower count is inflated through bots or fake accounts. 

Do Your Research

Now that you’ve compiled a list of influencers you would like to work with, the next step is to find out how often they share sponsored content. 

Check how they are keeping their audiences engaged – do they post a lot of organic, non-sponsored content, or is there a ton of paid posts on their page? Posting paid content often affects the engagement rate. 

Before you approach an influencer, make sure you do your homework. Know what channels they post, their audience, the frequency of sponsored content. 

Track Results

It is pretty normal to get impressed by the sheer number of likes and comments on the influencers’ posts. But to measure the campaign results, you must figure out its return on investment. 

One of the most effective ways to measure results is UTM parameters. Prepare unique links with UTM codes for each influencer. This way, you can know how many sales you made through an influencer and get a clear idea of how your campaign is performing. 

Don’t forget to request your influencers to send you insights and detailed reports on their posts’ reach and engagement levels. 

So there you go, a starter guide to help you start working on your influencer marketing strategy. If you find the right approach, you will soon be inundated with many new customers and sales. 


Do you want marketing services? GoViral Digital has a whole decade of experience specialising in inbound marketing, and we are taking clients for 2022. Request a proposal to help you improve your business.


Content Strategies for Different Stages of the Buyer Journey

What is a Buyer Journey?

We usually don’t make purchases on a whim, and instead, there is a whole process of research and consideration before anyone shells out those bucks. So in simple terms, a buyer journey is your buyer’s path to purchase

Buyer Journey gives marketers an insight into the pains and problems experienced by their customers and the influencing factors that push them to make a decision. It allows you to better empathise with the buyer and position your products or services along the process. 

With the aftermath of the pandemic, around 57% of the buyer journey happens without any human interaction even taking place. So how do you engage your buyers without actively interacting with them? 

Content strategy is your answer. It is essential to prepare a content strategy for each stage as it will be easier for you to motivate the buyer to make a purchase when they hit the human interaction part of their journey. 

Let’s dig in a little further to understand better the different stages of a Buyer Journey and the types of content for each stage. 

There are five stages to a Buyer Journey:

Awareness Stage

Example: “I am thirsty.”

This stage is where the buyer realises that they have a problem. They don’t know how to meet or solve the problem yet. Their goal is to alleviate the pain, but this is only an information-gathering step. 

They are looking to get a better idea and give a name to their problem. They are not ready to make any decision. 

Your content strategy should focus on the pain and problems of your buyers and provide them with big-picture industry-focus resources that can help them define their problems. Your best choice is press releases, social media promotions, or advertorial content that leads them to the next stage.

Questions to ask yourself:

  • What is the priority of the challenges for buyers? 
  • How do buyers talk about their goals or challenges?
  • Are there any misconceptions buyers have about addressing their problems? If so, what are they?
  • What are the consequences of buyers’ inaction? 

Research Stage

Example: “Where can I find some drink?”

Once buyers have a little understanding of their problem, they get interested in finding a solution. They start discovering products, brands, and trends. 

The goal of your content plan is to educate and help buyers evaluate buying criteria. Usually, buyers trust videos, webinars, events, or ebooks in the research stage.

Questions to ask yourself:

  • How do buyers educate themselves on these goals and challenges?
  • What are the symptoms that bring their attention to the problem?
  • What will help them identify the problem and push them to your products or services designed to help them?
  • What online or offline sources do they find reliable?

Consideration stage

Example: “The vending machine has water, soda and juice. What should I buy?”

Now that your buyers have clearly defined the problem and are committed to solving it, the next step is to guide them through different approaches or methods available to them. Your content strategy should help them make a decision

While case studies or data sheets can prove helpful in this stage, offering demos or leading them to trusted reviews will motivate buyers to solve their challenges. 

Questions to ask yourself:

  • What are the different categories of solutions available to the buyers?
  • In what way do buyers educate themselves on the various categories?
  • Are there any pros and cons for each category? If so, how do buyers perceive them? 
  • What factors influence the buyers’ decision for the right solution for their needs?

Purchase Stage

Example: “I will buy a soda.”

When your buyers reach this stage, they are ready to make the final decision and has a solid reason for their choice. They have already decided on the solution and evaluated providers. As a marketer, you should focus on learning if they have any objections before making the purchase. 

Your content should not only validate their decision but also make the purchase process easy. You need to cater to their every question and provide the best service to them. This stage could be where your buyer makes his first human contact with your business. 

Your sales approach must highlight a unique selling proposition that provides value and set you apart from the rest. While they are talking to sales, your content strategy offers support to keep their attention. Engage them in live training, demos, user guides or kick-off events

Questions to ask yourself:

  • What do buyers know about your products and services? 
  • What do they like about your products and services compared to your competitors? 
  • Do they have any concerns?
  • Do buyers want to test the products or services before making a purchase? 
  • Do buyers need any additional information, such as user guides or manuals? 

Post-Purchase

Example: “The soda is flat. I should have got water.”

Excellent customer service leads to brand loyalty. In this stage, your buyers expect an exceptional product or service performance and excellent customer service. Play your cards right, and you get a loyal customer base. Who knows, they could turn into an advocate for your brand. After all, word-of-mouth is one of the only forms of marketing that comes from your buyers. 

To keep them coming back, offer loyalty programs, build customer communities (online and offline), send newsletters, or even check in through phone calls. The goal is to make them feel cared for. 

Questions to ask yourself:

  • How are buyers expecting to receive post-purchase support and guidance?
  • What obstacles could buyers face in your products or services?
  • What are buyers’ expectations of your products or services?
  • What actions do buyers need to take to achieve the best result?
  • How do buyers rate your product or service, its value, and their satisfaction?

So there you have it – The buyer Journey and all its stages. 

Before you jump on creating your buyer journey, make sure you know your buyer personas. Be sure to read our article, “The Importance of Buyer Personas“. 

Don’t forget that the primary goal of Buyer Journey is to build a more customer-centric strategy to meet the needs of your target audience. 


Want to learn more inbound marketing strategies? Sign up for our newsletter below. 


What’s better for your business: Facebook or LinkedIn?

As a marketer, choosing which social media channel to focus on is always a puzzle. Many are left scrambling their heads with a multitude of doubts like “Where do I start?”, “Which platform gives me the best ROI on my efforts?” or “Is one platform better than the other?”

 

While asking questions about different platforms is normal, it isn’t smart to gamble your way out. The key to a successful marketing campaign is identifying your target audience and your marketing goals.

Among dozens of social media platforms, Facebook and LinkedIn are popular choices with marketers. Let’s break down what works best for your business. 

 

LinkedIn is a professional network that was initially founded as a recruitment platform. Over the years, it developed to mimic many features similar to other social networking sites. For example, you can share status updates, send private messages, and connect with people. 

 

On the other hand, Facebook was intended to be a platform for people to share and communicate. However, you can now find plenty of new features that let businesses reach their target audience. One survey by the company found that 74% of American consumers use Facebook to discover new products and brands.

 

So what are the differences between the two platforms?

Statistics

When it comes to numbers, Facebook is the clear winner. 

 

There are 2.8 billion monthly active users worldwide on Facebook, while LinkedIn’s number stands at 64.7 million

 

According to reports, the most active age group on both platforms is 25 to 34-year-olds. However, due to its popularity, Facebook has a broader range of users. 10% of Facebook users are under 18 or over 64. The reason behind this is that Facebook is for everyday users, but LinkedIn caters mainly to professionals.

B2B or B2C?

Undoubtedly, LinkedIn is a more robust B2B platform. Since the platform was designed for networking, it is a go-to place for business-driven individuals. Which also makes it easy to identify key decision-makers and target them directly.

Social selling is embedded into the platform. Reports suggest that LinkedIn has the largest share of B2B display ad spending. 

 

While Facebook can be B2B, it is recognised more as a B2C platform. If you want to reach consumers directly, Facebook is the preferred choice. Not only it is a perfect place to generate brand awareness and engagement, but it also provides you 10X more prospects. 

 

According to reports, marketers see the highest return on investment on Facebook. The networking site wins in numbers hands down, but LinkedIn generates tangible leads. 

Thought Leadership

When it comes to thought leadership, LinkedIn beats Facebook relatively easy. The platform promotes business conversations, and one of the ways brands gain credibility and visibility organically is by thought leadership.

Through thought leadership articles, brands can educate, prompt conversations, and push to action. These programs increase website traffic and subscribers, thus helping with lead generation and brand awareness. 

 

Marketers see more success with thought leadership content on LinkedIn compared to Facebook.

LinkedIn Groups vs Facebook Groups

On both platforms, groups are where businesses can connect with prospects and other like-minded users. Before engaging in groups, marketers need to ask themselves –

 

“Which platform is my target audience mostly active on?”

 

Keep in mind that users engage on different platforms with different motives. On LinkedIn, conversations revolve around work-related topics, whereas on Facebook, users connect to share their personal opinions on various topics like food, lifestyles, hobbies, etc. 

 

Let’s look at an example. If you want to create awareness about your latest blender, targeting users in cooking groups on Facebook will get you the best results. 

 

However, LinkedIn is a better bet if you’re providing a high-priced service like personnel management.

Facebook Ads Vs. LinkedIn Ads

In terms of variety, Facebook and LinkedIn fair equally. Both platforms offer a diverse range of ads types like carousel, video, dynamic and lead ads

Targeting capabilities for ads on both sites rely on user input and content relevant to the information provided by them. So, you can easily target users based on basic information like job title, company, age, location, etc. However, Facebook also targets based on their life milestones, behaviour, and other personalized information. 

Who wins? Facebook or LinkedIn?

You decide!

Our verdict is that despite sharing standard features, Facebook and LinkedIn have different audiences and intentions. 

Which platform you want to use for marketing depends on your industry, target audience and goals. 

Another essential thing to remind every marketer is – you don’t have to choose. You can always select Facebook for user engagement and LinkedIn for targeted lead generation. 

All we can say is the winner lies in the eyes of the marketer!


Do you want professional guidance? GoViral has now a whole decade of experience specialising in inbound marketing and we can help you improve your business. Contact us to learn more! 


Can Inbound Marketing Help My Business?

How can you reach your audience in a digital world where consumers are sick of being sold to? Attract, convert, and delight your customers by incorporating an Inbound Marketing strategy for your business. 

 

Inbound marketing is a method that attracts potential customers to your brand through engaging content, while emphasising providing value and building trust, instead of just selling. This methodology isn’t anything new, but unfortunately not used enough in marketing. 

The foundation of inbound marketing are three phases: attract – engage – delight, which means inbound is not only about attracting the customers, but supporting and empowering them even after they become your customer. Inbound follows the long-term growth rule: ”good-for-the-customer means good-for-the-business!”

How can my business benefit from Inbound Marketing?

Inbound marketing is different from other marketing strategies since it has a goal beyond just attracting new customers or making a sale. The inbound methodology is designed to create long-lasting relationships that grow together with your business. Therefore, inbound marketing ensures that you are growing optimally and applies to businesses of any size. Regardless of whether you are a big corporation or a start-up, here are some benefits inbound marketing can bring you.

Build Authority and Brand Awareness

Utilising social media, creating quality blog posts, infographics and PPC (pay per click), are just some of the tools you can use as part of your inbound strategy to spread the word and raise awareness of your business. 

With inbound marketing, you can educate your prospects and change the perception that people have about your business by offering them something they need, and nurturing this relationship. And no, we don’t just mean a special discount to your e-shop. Use engaging content to share valuable information with your customers, and through time, it will result in more leads and sales. 

Your audience won’t even notice that you are leading them through the buyer journey, and will subconsciously put your brand in front of many others as you continue to nurture your relationship with them.

Reach New Markets and Audiences

Inbound is executed purely online, enabling marketers to reach diverse audiences whilst running a variety of different campaigns simultaneously. Aside from reaching new markets and audiences, inbound also allows you to specifically target people who are actively searching the internet for the products and services that you offer. One of the most effective examples is using PPC campaigns. 

PPC campaigns allow you to target users looking for keywords relevant to your business on search engines and social media channels. Although this seems like a simple strategy, it is proven to increase ROI (return on investment) and help deliver your content to your target audience.

Another way to reach new audiences is by targeting your content to relevant audiences using Facebook and Instagram ads. Check out this article for 5 things you should know when getting started with Facebook Ads Manager.

Cost-Effective Marketing

Naturally, when having a business, costs are an important factor that you always need to consider. For businesses of any size, inbound marketing is proven to be more cost-effective and generate more leads with less money than outbound marketing. Especially when it comes to start-ups or smaller companies, inbound marketing only requires a third of the price of traditional marketing costs to generate the same number of leads.

Create Long-Lasting Customer Relationships

One of the most important factors of inbound marketing is building long term relationships with your customers. In today’s digital world, inbound encourages you to provide support and the best possible experience for your customers. Using this innovative approach in your marketing strategy will help you keep your customers happy and nurture your relationship with them. 

In the end, what matters is having satisfied customers who would refer your business to their friends and family and eventually become ambassadors of your brand. Lastly, with little effort, inbound allows you to retain clients while attracting new customers, which is the key to a cost-effective marketing strategy.

Strengthen Sales and Marketing Alignment

Sales and marketing have a common goal – to generate revenue. However, in traditional marketing strategies, these two teams would usually work independently towards the same goal. Here’s where inbound methodology brings the two together by mapping a clear path from marketing and sales to align their efforts. 

Inbound empowers collaboration of these teams through every aspect of the buyer journey – marketing provides valuable insights about a lead’s experience and interaction, while sales create the middle and bottom of the funnel offer to address customer concerns. Finally, inbound marketing techniques are more measurable as you can easily calculate how many leads you need for each customer you want to earn.

As an endnote, taking care of your prospects and staying with them through the entire buyer’s journey through the attract-engage-deliver method should be a priority. If you are present online you already have the basics to start creating your inbound marketing strategy.

 

Although inbound is more cost-effective than traditional outbound marketing, it takes time and a lot of effort to understand your customers and engage with them. It’ll surely be worth it when you ensure that you are providing a valuable experience from the beginning until the end of the process.


Do you want to learn more about how inbound marketing can change your business for the better? Sign up below for our newsletter to get our latest know-hows straight to your mailbox!