businesses core value

Authenticity is in, Artificiality is out.

We are back with our monthly GoViral blog and this month, we are delving into the topic surrounding how businesses that are value-driven and have strong brand messaging are maximizing their brand loyalty. People are sick of being sold to and want to feel seen and heard. Most businesses continue to miss the mark, updating people about product features but fail to show the true value and people behind the brand. People buy from people. We share four simple but effective strategies that your business needs to implement if it wants to thrive this year. Let’s get into it!

How businesses are missing the mark

Traditional marketing techniques were straight to the point and created for the masses. There wasn’t a specific target audience they wanted to target, it was for everyone and anyone.

Marketing to the masses has proved costly to businesses and takes up valuable time that can be better spent elsewhere. Businesses that cut costs on marketing are missing out on maximizing their brand loyalty through engaging with their community and having strong brand messaging.

 People are more interested in the people behind the brand than the products.

People crave connection

The rise of social media and apps such as TikTok during the pandemic saw a huge increase in people spending more time on their phones to stay connected to their family and friends. When was the last time you looked at your screen time?

With businesses, hospitality and other establishments closed down because of coronavirus, people wanted to stay connected more than ever.

What once was an app for teenagers showing off their best moves has exploded into a platform where social issues such as equality, diversity, and inclusion are spoken about daily. The pandemic, along with the rise of TikTok, opened up a platform for people to speak up and stand up for what they believe in.

A piece of content or a story that invokes an emotion in the person reading causes people to act out an action. This can be reposting to their story for their followers or sharing directly with their family members because they know they’ll appreciate the content. People like to share content that aligns with their values.

The power of storytelling

The rise of social media and apps such as TikTok during the pandemic saw a huge increase in people spending more time on their phones to stay connected to their family and friends. When was the last time you looked at your screen time?

With businesses, hospitality and other establishments closed down because of coronavirus, people wanted to stay connected more than ever.

What once was an app for teenagers showing off their best moves has exploded into a platform where social issues such as equality, diversity, and inclusion are spoken about daily. The pandemic, along with the rise of TikTok, opened up a platform for people to speak up and stand up for what they believe in.

A piece of content or a story that invokes an emotion in the person reading causes people to act out an action. This can be reposting to their story for their followers or sharing directly with their family members because they know they’ll appreciate the content. People like to share content that aligns with their values.

How Gen Z’s Values are Shaping the Content Industry

Companies know what products they sell but do they know the values that represent the business? The term “value statement” is used in marketing strategy because of its importance to the all-over success of a business. If you don’t know what your value statement is, start writing one.

One of the most important cohorts that are value-driven are Gen Z.

They are the first generation to grow up with the internet compared to Millennials and Gen X. 

This means they’re more clued in on what’s happening in the world and are more involved in social issues, not afraid to speak up on certain issues especially if it involves a business.

Gen Z’s values are centred around diversity, inclusion, equality, and sustainability. Fast fashion brands have come under fire for unethical labor practices and disregard for the environmental impact it has. They aren’t afraid to boycott a business if they fail to explain their reasoning behind unfavorable conditions. 

Stories captivate customers and build brands

Let’s look at some examples of businesses that have set the bar for having strong brand messaging and clear values.

Take a look at the image below. What’s the first thing that comes to mind?

Nike.

If you guessed correctly, then you know how powerful brand messaging can be. Coupled with their slogan “Just do it”, people KNOW who Nike is and what they stand for.

Collaborating with influential athletes such as Michael B. Jordan and Simone Biles and sharing inspiring and motivational stories of people who just DID it, people resonate with the brand and feel inspired. 

Nike is much more than a shoe company, they are a performance company that makes shoes as a way to inspire and enable people to perform at their very best. 

Overcoming challenges is a big part of life and people find this concept relatable, therefore, strengthening the relationship between Nike and its customers.

Understanding your audience

Jabra, one of our clients at GoViral, is another great example of having strong brand messaging and clear values. 

Their technology has evolved beyond the workplace to everywhere on the go. Changes in how people work after the pandemic pushed Jabra to adapt to the current situation. With many workplaces changing to remote or hybrid work, Jabra understood the difficulties that you encounter with technology.

Jabra understands exactly who their audience is and speaks directly to them about the problems they face. Not afraid to create something new and experiment with their technology, they are always seeking to improve to better serve their audience.

Now that we have learnt that traditional marketing is dead and how Gen Z are shaping the content industry, let’s dive into strategies to start creating content that will get people to buy. 

1. Craft your story

No business starts with loyal customers or high revenue returns. Every business started from the bottom and made its way to the top. That story is what gets people to buy.

What’s the businesses’ origin story? What values does the business believe in? What struggles did it encounter? What transformation or journey did your product or service bring you on?

2. Connect emotionally to your audience

Don’t tell them about the product. Tell them how it will make them feel. If we take a pair of headphones, no one is going to connect with the product if you tell me it has great sound. Go deeper than that.

Block the whole world out with our noise-canceling headphones to wind down after a stressful day at work… you get the point.

Give them an experience and how they will feel when they buy the product

3. Show, don’t tell.

A business can say its product is amazing but the consumer is in charge of making that decision. If a customer isn’t happy with a product, they aren’t going to shy away from speaking about it on social media. The product or service needs to help fix a problem. A skincare product that gets rid of acne. A pair of shoes with insoles that make you feel like you are walking on clouds. A jacket that feels like your grandparent’s hug.

Let the product speak for itself. Customers won’t have a problem telling everyone about the impact it had on them.

4. Call to action

Customers can resonate with your story and connect to the product but fail to act because they don’t know what the next step is. Be clear on what you want them to do. Whether it is subscribing to your product launch, attending an event, or making a purchase, there needs to be a clear call to action and a reason WHY.

GoViral conclusion

We can all learn something from Nike and Jabra regarding their strong brand messaging and clear values that resonate with their target audience. People don’t want to hear about the next product launch if it isn’t solving a problem for them. Get clear on what your business stands for and show up as that every time your audience sees you online. It’s harder to grab people’s attention but with strong brand messaging, your business will be top of mind for them. Don’t blend in, stand out amongst the crowd.

Contact GoViral Digital today to learn how our expertise in inbound marketing can enhance your brands presence and help tell your brands story.

by Niamh Mannion

Social Media Trends for 2024: Insights into emerging social media trends and predictions for the year ahead.

In today’s fast-paced digital landscape, staying ahead of emerging trends is essential for businesses to maintain a competitive edge. As we enter 2024, the social media landscape continues to evolve rapidly, presenting new opportunities and challenges for marketers. In our latest blog, we’ll dive into the latest social media trends shaping the digital landscape and provide valuable insights and predictions to help businesses navigate the fast-paced world of social media marketing!

With the rise of new technologies and shifting consumer behaviors, businesses must adapt their social media strategies to meet the evolving needs of their audiences. From the increasing popularity of video-first content to augmented reality (AR) and virtual reality (VR) experiences, we’ll explore the key trends that are expected to dominate the social media landscape in 2024. Join us as we uncover actionable insights and strategies to help businesses stay ahead of the curve and drive success in their social media marketing efforts!

Overview of the Current Social Media Landscape

In today’s digital age, social media platforms continue to play a central role in how individuals connect, consume content, and interact with brands. Understanding the current landscape is essential for marketers looking to navigate the dynamic world of social media effectively.

Here’s a closer look at the key trends shaping social media today:

    1. Video-First Content: Video content has emerged as the preferred format for engaging audiences across social media platforms. From short-form videos on TikTok to longer video content on YouTube, businesses are leveraging the power of video to capture attention, convey messages, and foster deeper connections with their target audience.

 

    1. Ephemeral Content: Ephemeral content, characterized by its temporary nature, has gained popularity on platforms like Instagram and Snapchat. Stories, in particular, have become a staple feature, allowing users and brands to share moments, updates, and behind-the-scenes glimpses that disappear after 24 hours. The ephemeral nature of this content creates a sense of urgency and authenticity, driving higher engagement among users.

 

    1. Social Commerce: The integration of shopping features into social media platforms has transformed the way consumers discover and purchase products online. With features like shoppable posts, product tags, and in-app checkout options, social commerce has become a seamless and convenient way for brands to showcase their products and drive sales directly from social media.

 

    1. Personalization and Community Building: Brands are increasingly focusing on building genuine connections with their audiences through personalized content and community-building initiatives. From targeted advertising and tailored messaging to niche online communities and influencer partnerships, businesses are prioritizing authenticity and engagement to foster loyal customer relationships.

 

    1. Social Messaging Apps: Messaging apps have become a preferred communication channel for businesses and consumers alike, offering a more intimate and immediate way to connect. With features like chatbots, automated messaging, and personalized recommendations, brands can provide responsive customer support and facilitate seamless transactions directly within messaging platforms.

 

  1. User-Generated Content (UGC): User-generated content continues to be a powerful tool for brands looking to amplify their reach and credibility on social media. By encouraging user participation and sharing, businesses can leverage UGC to showcase authentic experiences, foster community engagement, and build social proof around their products or services.

Emerging Trends in Social Media for 2024

As we look ahead to 2024, several emerging trends are poised to reshape the social media landscape, offering new opportunities for brands to engage with their audiences and drive results:

  1. Video-First Content:
    . The proliferation of short-form and vertical video content continues to dominate social media platforms, capturing the attention of users with immersive and engaging experiences.
    . From TikTok’s viral challenges to Instagram Reels and YouTube Shorts, brands are embracing video-first strategies to connect with audiences in innovative ways.
  2. Augmented Reality (AR) and Virtual Reality (VR) Experiences:
    . AR and VR technologies are unlocking new possibilities for immersive storytelling and interactive experiences on social media.
    . AR filters and lenses, VR-enabled live events, and virtual product demonstrations are all technologies brands are using to create memorable and engaging content that resonates with audiences.3. Growth of Ephemeral Content and Stories Format:
    . Ephemeral content, such as Stories, continues to gain momentum across social media platforms, offering a casual and authentic way for users to share moments and updates.
    . With the rise of platforms like Snapchat, Instagram, and Facebook Stories, brands have an opportunity to engage audiences with timely and ephemeral content that fosters real-time connections.

    4. Importance of Social Commerce and Shoppable Posts:
    . Social commerce is becoming increasingly integral to the social media experience, allowing users to discover and purchase products directly within their favorite platforms.
    . With the proliferation of shoppable posts, product tags, and in-app checkout options, brands can seamlessly integrate shopping into the social media experience, driving sales and conversions.

    5. Rise of Niche Social Media Platforms and Communities:
    . As social media continues to evolve, niche platforms and communities are gaining traction among users seeking specialized content and communities.
    . From platforms catering to specific interests or industries to micro-communities within larger platforms, brands have an opportunity to connect with highly targeted audiences in meaningful ways.

Predictions for Social Media Marketing in 2024

As we look ahead to 2024, several key predictions are shaping the future of social media marketing, offering insights into the trends that will define the industry:

    1. Increased Emphasis on Authenticity and Transparency: Consumers are placing a premium on authenticity and transparency, driving brands to prioritize genuine connections and honest communication on social media platforms. Brands that prioritize authenticity in their messaging and interactions will build trust and loyalty with their audience, fostering stronger relationships and driving long-term success.

 

    1. Personalization and Targeting Advancements in Social Media Advertising: Advances in data analytics and artificial intelligence are enabling more sophisticated personalization and targeting capabilities in social media advertising. Brands that harness these advancements to deliver tailored content and experiences to their target audience will see improved engagement and conversion rates, maximizing the impact of their advertising efforts.

 

    1. Growing Importance of User-Generated Content and Influencer Marketing: User-generated content and influencer marketing are becoming increasingly influential in shaping consumer perceptions and purchasing decisions on social media. Brands that leverage user-generated content and partner with influencers to authentically promote their products and services will tap into the power of peer recommendations and social proof, driving brand awareness and sales.

 

    1. Integration of Social Media with Emerging Technologies like AI and Blockchain: The integration of social media with emerging technologies like artificial intelligence and blockchain will unlock new opportunities for innovation and value creation. From AI-powered chatbots and personalized recommendations to blockchain-based authentication and transparency, brands that embrace these technologies will gain a competitive edge in the digital landscape.

 

    1. Shift towards Decentralized Social Media Platforms and Web3: The rise of decentralized social media platforms and Web3 technologies is challenging the status quo of centralized platforms, offering users greater control over their data and digital experiences. Brands that embrace decentralization and explore opportunities in the Web3 space will position themselves at the forefront of the next evolution of social media, driving innovation and redefining the digital ecosystem.

 

Strategies for Leveraging Social Media Trends in 2024

As businesses adapt to social media in 2024, implementing effective strategies is essential to capitalize on emerging trends and connect with audiences in meaningful ways. Here are some actionable tips for leveraging social media trends:

    1. Tips for Creating Engaging Video Content for Social Media Platforms: With the rise of video-first content, businesses should focus on creating compelling and interactive video content that resonates with their target audience. Incorporate storytelling, humor, and authenticity to capture attention and encourage engagement on social media platforms.

 

    1. Recommendations for Incorporating AR and VR Experiences into Social Media Marketing Campaigns: Embrace the immersive power of augmented reality (AR) and virtual reality (VR) experiences to enhance social media marketing campaigns. From interactive product demonstrations to virtual tours and branded filters, leverage AR and VR technology to create memorable and engaging experiences for your audience.

 

    1. Best Practices for Utilizing Stories and Ephemeral Content Effectively: Stories and ephemeral content have become increasingly popular on social media platforms, offering businesses an opportunity to share timely and authentic content with their audience. Use Stories to showcase behind-the-scenes footage, product launches, and exclusive promotions, and leverage features like polls and quizzes to encourage interaction and engagement.

 

    1. Guidance on Implementing Social Commerce Features and Driving Sales through Social Media: With the growing importance of social commerce, businesses should optimize their social media profiles for shopping and implement features like shoppable posts and in-app checkout to streamline the purchasing process. Use compelling visuals, user-generated content, and influencer endorsements to drive sales and conversions on social media platforms.

 

  1. Suggestions for Finding and Engaging with Niche Communities on Social Media: Identify and engage with niche communities on social media platforms that align with your brand’s values and interests. Join relevant groups, participate in conversations, and share valuable content to establish your brand as a trusted authority within your niche and foster connections with like-minded individuals.

Embracing the Future

As we look ahead to 2024, it’s clear that social media will continue to play a pivotal role in shaping the digital landscape. With the rise of video-first content to the integration of emerging technologies like augmented reality and artificial intelligence, businesses must stay ahead of the curve to remain competitive in the evolving social media landscape.

By understanding the current social media landscape, identifying emerging trends, and leveraging actionable strategies, businesses can position themselves for success in the year ahead. Whether it’s creating engaging video content, embracing social commerce, or fostering authentic connections with their audience, businesses have a wealth of opportunities to capitalize on the latest social media trends and drive meaningful results.

As we navigate social media marketing in 2024, one thing remains clear: innovation and adaptation will be key to staying ahead of the curve and achieving success in the digital age. By staying informed, remaining agile, and embracing new opportunities, businesses can thrive in an increasingly competitive and dynamic social media landscape. 

Stay tuned for more insights into the future of marketing with GoViral!

Ready to embrace the future of social media marketing? Reach out to us today and let’s explore how you can leverage the latest trends and innovations to elevate your brand’s presence in 2024!

by Lauren Hansen

Emerging Technologies in 2024: How They Will Shape Digital Marketing

Wondering what the future holds for the digital marketing space? How will AI revolutionize our interactions, and what’s the secret behind Blockchain’s decentralized magic? Step into the future with our latest blog! 🚀 We’re diving deep into the tech trends that will shape the digital landscape in 2024. Exploring the brilliance of AI to the decentralized power of Blockchain, and the immersive experiences of AR, VR, Voice Search, and IoT – this is your guide to what’s next. Let’s navigate the tech frontier together!

The Rise of Emerging Technologies

In the evolving landscape of digital marketing, the rise of emerging technologies is at the forefront of transformative possibilities.  As we step into 2024, understanding these innovations becomes paramount for businesses who want not just to survive but to thrive.

The current digital landscape is witnessing a revolution, with technologies like Artificial Intelligence, Blockchain, Augmented Reality, and the Internet of Things reshaping the way we connect, communicate, and market. This introduction sets the stage for an exploration into the dynamic trends that are propelling us into the future of digital marketing. Buckle up as we travel into the heart of innovation, where staying updated isn’t just a choice – it’s a necessity.

The Future of AI in Marketing

As we step into 2024, these AI trends are poised to redefine how marketers connect with their audience and shape the future of marketing innovation.

  1.  Conversational AI and Advanced Chatbots
  • Elevate customer engagement: With natural language processing, Conversational AI creates more meaningful and dynamic interactions. It understands context, making conversations with your brand more intuitive and valuable.
  • Enhance user experience: Advanced chatbots go beyond scripted responses. They learn from user interactions, providing more personalized and helpful responses over time.

 

  1. Predictive Analytics 2.0
  • More accurate predictions: AI algorithms, powered by machine learning, continually refine their predictive capabilities. Expect even more accurate forecasts, helping marketers anticipate trends and consumer behavior with unprecedented precision.
  • Actionable insights: Beyond prediction, AI-driven analytics will offer actionable insights, guiding marketers on specific strategies to implement based on the data.

 

  1. Hyper-Personalization
  • Deep understanding of preferences: AI algorithms analyze vast amounts of data to understand individual preferences. This level of insight enables hyper-personalization, allowing marketers to tailor their messaging and offerings to each segment of their audience.
  • Crafting tailored content: Marketing efforts will focus on creating content that resonates on a personal level with each customer, fostering stronger connections and driving engagement.

 

  1. AI-Generated Content
  • End-to-end content creation: AI is set to take a more significant role in generating creative content, from writing compelling copy to designing visual elements. This streamlines the content creation process, allowing marketers to produce high-quality materials more efficiently.
  • Saving time and resources: By automating certain aspects of content creation, businesses can allocate resources more effectively, freeing up time for strategy and higher-level creative tasks.

 

  1. Augmented Reality (AR) in Marketing
  • Immersive brand experiences: Combining AI and AR opens the door to highly immersive brand experiences. Marketers can create campaigns that blend the virtual and physical worlds, offering consumers interactive and memorable interactions.
  • Bridging virtual and physical: AR enhances the way consumers interact with products and brands, providing a bridge between the online and offline realms.

Blockchain’s Impact: Elevating Security and Transparency

As we navigate the digital landscape, blockchain emerges as a game-changer, introducing a new era of security, transparency, and trust in digital marketing practices.

  1. Immutable Security Infrastructure
  • Tamper-proof data: Blockchain’s decentralized and cryptographic nature ensures the security of marketing data. Once data is added to the blockchain, it becomes immutable, reducing the risk of tampering or unauthorized alterations.
  • Enhanced trust: Marketers can build trust with their audience by ensuring the integrity and authenticity of the information they share, from product details to customer testimonials.

 

  1. Smart Contracts in Advertising
  • Transparent transactions: Smart contracts, powered by blockchain, automate and execute agreements when predefined conditions are met. In advertising, this translates to transparent and verifiable transactions, reducing the risk of ad fraud.
  • Efficient collaboration: Smart contracts streamline collaboration between advertisers and publishers, ensuring that all parties fulfill their commitments transparently and fairly.

 

  1. Data Privacy Reinforcement
  • User-controlled data: Blockchain enables users to have more control over their personal data. With decentralized identity solutions, individuals can selectively share information with marketers, enhancing privacy and consent.
  • Building consumer trust: By prioritizing data privacy, marketers can build trust with their audience, fostering a positive brand image and creating a more respectful and ethical digital ecosystem.

 

  1. Fraud Prevention Mechanisms
  • Combatting ad fraud: Blockchain’s decentralized ledger helps combat ad fraud by providing a transparent and traceable record of transactions. This makes it more challenging for malicious actors to manipulate ad metrics or engage in fraudulent activities.
  • Validating authenticity: Blockchain verifies the authenticity of digital assets, ensuring that marketers can confidently invest in genuine online spaces and experiences.

Augmented and Virtual Reality (AR/VR): Creating Immersive Experiences

AR and VR technologies are not just trends; they are powerful tools transforming marketing into a dynamic, interactive, and unforgettable journey.

  1. Product Visualization Revolution
  • Try-before-you-buy experiences: AR is transforming how consumers interact with products. Virtual try-ons and product visualizations allow customers to experience products in a virtual space before making a purchase, enhancing their confidence and reducing returns.
  • Interactive advertising: AR ads enable users to engage with brands in a more interactive and memorable way. From trying on virtual clothing to visualizing furniture in their homes, consumers actively participate in the brand experience.

 

  1. Virtual Showrooms and Experiential Marketing
  • Bringing the showroom to the consumer: VR provides the opportunity to create virtual showrooms, allowing customers to explore products in a virtual space. This is particularly impactful in industries like real estate, automotive, and travel.
  • Immersive brand experiences: Brands can leverage VR to transport consumers to different environments, whether it’s a virtual vacation destination, a behind-the-scenes look at product manufacturing, or an interactive tour of a historical location.

 

  1. Interactive Advertising Campaigns
  • Engaging storytelling: AR/VR offers new dimensions to storytelling in advertising. Brands can create interactive and immersive narratives that captivate audiences, fostering a deeper connection between the consumer and the brand.
  • Gamification of marketing: Incorporating gamification elements in advertising through AR/VR enhances user engagement. Interactive games and experiences leave a lasting impression and encourage sharing on social media platforms.

Voice Search and Conversational Marketing: The Language of the Future

In the ever-changing landscape of search and consumer interaction, voice is the new frontier. Embracing the nuances of voice search and conversational marketing can set businesses apart in the auditory realm of the digital space.

  1. The Rise of Voice Search and SEO Strategies
  • Changing search patterns: With the proliferation of voice-enabled devices, users are shifting from typed queries to spoken ones. This trend is reshaping SEO strategies, emphasizing the importance of long-tail keywords, natural language, and conversational content.
  • Localized and personalized results: Voice search often delivers localized and personalized results, impacting how businesses optimize for local SEO. Tailoring content to match conversational queries becomes paramount for businesses targeting voice search users.

 

  1. Conversational Marketing Through Voice-Enabled Devices
  • Engaging with your audience: Voice-enabled devices open up new channels for conversational marketing. Brands can create interactive experiences, answer queries, and provide personalized recommendations through voice-activated interactions.
  • Building brand personality: Voice interactions allow businesses to infuse their brand with personality. Whether it’s a helpful assistant or a witty conversationalist, the tone and style of voice interactions contribute to brand identity and customer experience.

 

  1. Adapting Content for Voice-First Experiences
  • Conversational content creation: Businesses need to adapt their content to align with the natural flow of spoken language. Crafting content that answers common questions and addresses user intent becomes crucial for voice search optimization.
  • Optimizing for featured snippets: Voice search often pulls information from featured snippets. Optimizing content to appear in these rich snippets enhances the chances of being the chosen result for voice queries.

The Internet of Things (IoT) in Marketing: Connecting Beyond Boundaries

  1. Smart devices, intelligent insights:
  • IoT devices continuously gather diverse sets of data, offering marketers unprecedented access to real-time consumer behavior.
  • From wearables tracking health metrics to smart refrigerators noting consumption patterns, every interaction becomes valuable data.

 

  1. Tailored experiences:
  • Hyper-personalization thrives as marketers leverage IoT data to understand individual preferences and craft bespoke campaigns.
  • Customized recommendations based on real-time insights ensure marketing messages resonate with each consumer.

 

  1. Seamless interactions:
  • IoT seamlessly connects devices, transforming customer experiences. For example, a smart home system coordinates with security cameras and thermostats for a cohesive living experience.
  • Connected cars provide in-vehicle entertainment and navigation, creating a holistic brand engagement.

 

  1. Context-aware content:
  • Marketers utilize real-time context from IoT devices to deliver precisely timed and relevant content.
  • Proximity-based marketing triggers promotional messages when customers are near physical stores, driving spontaneous engagement.

 

  1. Beyond traditional boundaries:
  • Interactive product packaging with embedded sensors opens innovative avenues for brand-consumer interaction.
  • IoT-driven campaigns break conventional molds, fostering creativity and transforming everyday objects into marketing touchpoints.

Challenges and Considerations in Adopting Emerging Technologies

As marketers embrace the wave of emerging technologies, they must confront several challenges and considerations integral to a successful integration.

  1. Data Privacy Dilemmas

Balancing personalization and privacy: The wealth of data collected through these technologies raises concerns about privacy infringement and so marketers must strike a delicate balance, ensuring personalization while respecting user privacy to build and maintain trust.

 

  1. Integration Complexities

Harmonizing the tech orchestra: Integrating diverse technologies poses challenges in terms of seamless collaboration and data synchronization. The need for interconnected systems requires robust strategies to avoid silos and optimize the synergy between different platforms.

 

  1. Cybersecurity Imperatives

Guardians of digital fortresses: With the increased reliance on interconnected technologies, the vulnerability to cyber threats amplifies. Robust cybersecurity measures are imperative to safeguard consumer data and maintain the integrity of marketing operations.

 

  1. Skillset Evolution

Upskilling for the future: Marketers need to upskill to keep pace with the rapidly evolving tech landscape. Training teams in AI, blockchain, and other emerging technologies ensures proficiency and maximizes the potential of these tools.

 

  1. Consumer Education

Bridging the knowledge gap: Educating consumers about the benefits and functionalities of these technologies is crucial and transparency in communication helps manage expectations and fosters a positive perception of tech-driven marketing initiatives.

By addressing these challenges head-on and proactively considering these factors, marketers can navigate the evolving terrain of emerging technologies more effectively.

Preparing for the Future of Emerging Technologies

  1. Embrace a Culture of Adaptability

Foster a culture of continuous learning: Encourage teams to stay abreast of emerging trends through workshops, courses, and industry events. A culture that values adaptability positions businesses to swiftly embrace and integrate new technologies as they evolve.

 

  1. Invest in Upskilling Initiatives

Equip your team for the future: Prioritize ongoing training programs to enhance the skill sets of your marketing teams. Investing in the development of competencies in AI, blockchain, and other emerging technologies fortifies your workforce for the challenges ahead.

 

  1. Stay Informed About Tech Trends

Knowledge is power: Regularly assess emerging technologies relevant to your industry and audience. Staying informed allows businesses to anticipate trends, evaluate potential applications, and make informed decisions about integration.

 

  1. Forge Strategic Partnerships

Collaborate for innovation: Explore partnerships with tech-savvy organizations to leverage their expertise. Collaborative efforts can accelerate the integration process and provide access to cutting-edge solutions.

 

  1. Prioritize Flexibility in Strategies

Be agile in approach: Design marketing strategies with built-in flexibility to accommodate evolving technologies. Agile strategies enable quick adjustments, ensuring businesses can harness the benefits of emerging technologies without major disruptions.

 

By proactively preparing for the future, businesses can position themselves as pioneers in the dynamic landscape of emerging technologies, driving innovation and staying ahead of the curve.

Navigating the Future of Marketing

As we stand at the crossroads of technology and marketing, the journey forward is paved with innovation, challenges, and boundless opportunities. The infusion of AI, blockchain, AR/VR, voice search, IoT, and other emerging technologies is reshaping the very fabric of digital marketing. So don’t forget to:

Embrace Change, Propel Growth: In the face of this transformative era, businesses must not only adapt but embrace change as a catalyst for growth. The dynamic landscape calls for a strategic approach, blending tradition with innovation to create unparalleled marketing experiences.

Embrace Continuous Learning: The quest for knowledge becomes the engine of progress. Continuous learning, upskilling, and staying attuned to technological shifts are the cornerstones of a future-ready marketing ecosystem.

Balance Innovation with Responsibility: As we step into this new frontier, it’s imperative to balance innovation with responsibility. Addressing data privacy concerns, navigating integration complexities, and upholding ethical standards are essential for sustainable growth.

Engage In a Collaborative Future: Collaboration emerges as a beacon guiding us forward. Strategic partnerships, both within and outside industries, will fuel innovation and redefine what’s possible in the marketing landscape.

Focus on Agility: Lastly, agility stands as the linchpin of success. Agile strategies empower businesses to pivot swiftly, adapting to the ever-evolving tech landscape and positioning themselves as leaders in the digital realm.

In this exciting era of possibilities, the future of marketing belongs to those who dare to innovate, learn relentlessly, and navigate the consistently expanding landscape of emerging technologies. Where every challenge becomes an opportunity, every innovation propels us into a brighter, more connected future!

Excited about the future of digital marketing? Contact us to kickstart your journey into the tech landscape of 2024 and elevate your brand strategy!

by Lauren Hansen

The Different Stages of an Inbound Marketing Strategy

Inbound marketing has fundamentally transformed the way businesses engage with their audience.

It’s no longer just about casting a wide net and hoping for leads; it’s about building meaningful relationships, nurturing prospects, and turning them into loyal customers.

At the heart of this transformation are the three pivotal stages: Convert, Close, and Delight.

Convert: Turning Visitors into Leads

The journey begins with attracting visitors to your website through engaging content and optimized SEO strategies. These visitors are your potential leads, but to move them through the inbound marketing funnel, you need to convert them.

  1. Captivating Content: The cornerstone of conversion is valuable content. Offer eBooks, webinars, or insightful blog posts that address your audience’s pain points. These resources act as a magnet, enticing visitors to share their contact information in exchange.
  2. Effective Calls-to-Action (CTAs): Well-placed CTAs guide visitors to take the desired action. Whether it’s downloading an eBook, subscribing to a newsletter, or requesting a demo, CTAs are your digital sales team.
  3. Landing Pages: Once a visitor clicks on a CTA, they arrive at a dedicated landing page. It’s here that you collect essential information, such as their name, email, and perhaps even specific details relevant to your offering.
  4. Forms and Lead Magnets: Make the process seamless with concise, user-friendly forms. The fewer fields to fill, the better. And don’t forget lead magnets—enticing incentives that provide value, like a free trial or exclusive access.

Close: Transforming Leads into Customers

With a treasure trove of leads in your CRM, it’s time to roll up your sleeves and focus on closing the deals.

Lead Nurturing: Not every lead is ready to buy immediately. Implement an effective lead nurturing strategy using automated email sequences to provide relevant content and guide them through their decision-making process.

CRM Integration: A Customer Relationship Management (CRM) system becomes your best friend. It helps you track interactions, analyze data, and segment leads for tailored communication.

Sales Enablement: Equip your sales team with the right tools and knowledge to engage and convert leads effectively. A solid content library, email templates, and sales training are invaluable.

Personalization: Leverage the data you’ve gathered to personalize your interactions. Tailored emails and recommendations show your leads that you understand their needs.

Delight: Fostering Long-Term Relationships

Congratulations, you’ve closed the deal. But the inbound journey doesn’t end there. Delighting your customers turns them into promoters of your brand.

Exceptional Customer Service: Offer top-notch customer support and assistance. Happy customers are more likely to refer your business to others.

Surveys and Feedback: Regularly seek feedback from customers to understand their experience better. Use this input to refine your products and services.

Loyalty Programs: Reward loyal customers with exclusive offers, discounts, or early access to new products. This keeps them engaged and feeling valued.

Content for Current Customers: Continue to provide value by sharing helpful content, tutorials, or updates tailored to your existing customers.

Our Conclusion

Inbound marketing’s Convert, Close, Delight strategy is a continuous loop. It not only transforms prospects into customers but also nurtures lasting relationships. By focusing on providing value at every stage, you’ll not only grow your customer base but also create brand advocates who champion your business to others.

Remember, in the world of inbound, it’s not just about selling; it’s about creating a memorable and mutually beneficial journey for all.

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

by admin

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.

by Karolina Kucerova

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.

by Karolina Kucerova

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.

by admin

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.

by Karolina Kucerova

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.

by admin

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. 

by admin