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!


Holiday SEO Optimization Tips: Boost Your Visibility This Season

Are you ready to unwrap the secrets of boosting your online visibility this holiday season with SEO optimization? ✨ It’s not just a time for decorations and carols, it’s a crucial moment for businesses to shine in the digital space. How can you leverage SEO strategies to ensure your website captures the holiday search traffic and stands out amidst the seasonal buzz?

In this comprehensive guide, we’ll explore tips and strategies to illuminate your online presence during the holiday season. ‘Tis the season to be seen, and we’ve got the perfect SEO playbook for you!

Identify Seasonal Keywords

Unwrapping the true potential of holiday SEO begins with a strategic understanding of the language your audience speaks during the holiday season. Identifying seasonal keywords is akin to discovering the secret passcode to your customer’s holiday wish list. In this section, we’ll discuss the art of pinpointing the words and phrases that showcase your products or services in the search results of holiday shoppers.

Festive Vocabulary: Think beyond the generic “holiday” or “Christmas” terms. Consider specific phrases that resonate with your offerings and align with the festive spirit. Whether it’s “joyful gifts,” “seasonal decor wonders,” or “festive fashion finds,” aim for keywords that capture what your audience seeks during the holidays.

Tapping into Holiday Trends: Stay attuned to current holiday trends and incorporate them into your keyword strategy. Are there emerging themes, popular gift ideas, or trending terms within your industry? Being in sync with these trends helps your brand stay relevant and searchable, connecting with audiences who are actively engaging with what’s in vogue.

Localized Festive Keywords: Tailor your keywords to reflect local holiday traditions and nuances. Consider regional festivities, cultural celebrations, or specific events happening in your target locations. Localizing your keywords not only enhances relevance but also improves your chances of connecting with customers who are looking for a touch of the familiar in their holiday searches.

Long-Tail Keyword Magic: Don’t underestimate the power of long-tail keywords, especially during the holidays. These are more specific phrases that potential customers might use when they’re closer to making a purchase decision. For example, if you sell handmade holiday cards, a long-tail keyword like “unique handmade Christmas cards” could attract a niche audience looking for specific offerings.

Competitor Keyword Analysis: Identify the keywords your competitors are targeting successfully and identify areas where you might have an opportunity to shine. This analysis provides valuable insights into what resonates with your shared audience and helps you refine your own keyword approach.

Incorporate Actionable Keywords: Drive engagement by incorporating actionable keywords. Encourage your audience to take specific actions, whether it’s “shop now,” “gift with meaning,” or “create lasting memories.” Action-oriented keywords prompt a response and guide your audience through the customer journey.

Optimize Meta Descriptions and Title Tags

In the grand spectacle of the digital holiday market, your meta descriptions and title tags announce the festive offers your brand brings to the table. Optimizing these crucial elements with holiday-specific keywords ensures your brand stands out in the crowded search landscape. In this section, we’ll take a look at creating meta descriptions and title tags that captivate attention and lure in merry customers.

Tinsel-Worthy Title Tags: Ensure that your titles not only clearly identify your offerings but also resonate with the holiday spirit. Whether it’s a “Jingle Bell Jewelry Collection” or “Festive Fashion Finds for the Holidays,” let your title tags be the first hint of the joy your content brings.

Festive Meta Descriptions: Craft descriptions that not only summarize the content but also the holiday vibe. Engage your audience by painting a picture of what awaits them, for example, “Unwrap joy with our exclusive holiday deals” or “Discover the magic of the season in every purchase.”

Incorporate Urgency and Exclusivity: Amp up the urgency and exclusivity in your meta descriptions. Highlight limited-time offers, exclusive holiday collections, or seasonal promotions to create a sense of immediacy. Phrases like “Limited edition holiday treats” or “Exclusive discounts for a festive season” can prompt users to click through and explore.

Invoke Emotion in Meta Descriptions: Connect emotionally through your meta descriptions. Holidays are a time of emotion, and your meta descriptions can tap into this sentiment. Gifting “heartfelt surprises” or the joy of creating “memories that last a lifetime,” infuse emotion into your descriptions to resonate with your audience.

Include Call-to-Action (CTA): Embed a clear call-to-action (CTA) in your meta descriptions. Guide users on the next steps, such as, “Shop now for festive delights” or “Explore our holiday catalog today.” A well-crafted CTA motivates users to take the desired action, enhancing the effectiveness of your meta descriptions.

Align with User Intent: Ensure that your meta descriptions align with user intent during the holidays. Anticipate what users are searching for and address their needs directly. If users are looking for “unique holiday gifts,” make sure your meta description communicates how your offerings fulfill this quest for uniqueness.

Create Holiday Landing Pages

Just as a beautifully decorated storefront draws in holiday shoppers, dedicated landing pages are the digital windows showcasing your promotions and offerings. In this section, we’ll dive into creating holiday-centric landing pages that encourage visitors to explore and discover the magic your brand has to offer.

Festive Welcoming Design: Infuse your landing pages with a festive design that captures the holiday spirit. Use seasonal colors, imagery, and graphics that resonate with your brand and offerings.

Strategic Keyword Placement: Strategically place holiday-related keywords throughout your landing page. From the headline to the body content and meta tags, ensure consistency in your keyword usage. This not only enhances your page’s relevance to search engines but also aligns with user intent during the holiday season.

Highlight Special Offers: Showcase your special holiday offers prominently on the landing page. Whether it’s discounts, bundled deals, or limited-time promotions, make them visually appealing and easy to grasp. Clear communication of your festive offers encourages visitors to explore and, ultimately, convert.

Clear Call-to-Action (CTA): Feature a clear and compelling call-to-action (CTA) on your holiday landing pages. Guide visitors on the desired action, whether it’s “Shop Now,” “Discover Festive Collections,” or “Explore Holiday Deals.” An effective CTA streamlines the user journey and encourages conversions.

Engaging Product Displays: Create engaging displays of your holiday products or services. Utilize high-quality images, product descriptions, and, if applicable, customer reviews to entice visitors. Implement features like carousels or grids for easy navigation, allowing users to explore a variety of offers.

Responsive and Mobile-Friendly: Ensure your holiday landing pages are responsive and optimized for mobile devices. With a significant portion of users accessing websites on smartphones, a mobile-friendly design is crucial for providing a positive user experience. Test your landing pages across devices to guarantee functionality and visual appeal.
Storytelling Elements: Weave storytelling elements into your landing page content. Share narratives that reflect the holiday spirit and connect with your audience emotionally. Stories behind your products, the inspiration for your holiday collection, or the impact of your promotions, are all examples of storytelling that create a memorable experience.

Countdown Timers for Urgency: Instill a sense of urgency with countdown timers for limited-time offers. Adding a ticking clock creates a dynamic element, motivating visitors to take immediate action to secure exclusive holiday deals. Highlight the scarcity of your promotions to drive conversions.

User-Friendly Navigation: Prioritize user-friendly navigation on your holiday landing pages. Keep menus simple, and use intuitive layouts to guide visitors seamlessly through the page. Ensure that finding information or products is a hassle-free experience, contributing to a positive user journey.

Optimize Local SEO

Local SEO, an invaluable compass directing customers to your doorstep during the holidays, plays a crucial role in enhancing your business’s online visibility within the community. In this section, we’ll discuss strategic local SEO optimization to ensure your business not only meets but exceeds local search expectations this holiday season.

Location-Specific Keywords: Tailor your content with location-specific keywords that align with holiday themes. Incorporate phrases that resonate with local festivities and traditions. This not only boosts your relevance in local searches but also connects your business to the community’s holiday spirit.

Festive Business Listings: Update your business listings on platforms like Google My Business, Yelp, and other local directories. Add festive elements to your descriptions, such as mentioning holiday promotions, events, or themed products. Ensure consistency across all listings to build trust and credibility.

Accurate NAP Information: Check and update your Name, Address, and Phone Number (NAP) information to guarantee accuracy. This is particularly crucial during the holiday season when customers might be seeking special offerings or have inquiries about your festive operations. A consistent NAP builds reliability with both users and search engines.

Localized Content Strategy: Develop a localized content strategy that speaks to your community. Share content that reflects the local holiday scene, traditions, and events. This could include blog posts, social media updates, or even collaborating with local influencers to amplify your connection with the community.

Geo-Targeted Ads: Implement geo-targeted advertising to reach your local audience effectively. Craft holiday-themed ad campaigns with a local touch, promoting your seasonal offerings or events. Geo-targeting ensures that your advertisements are seen by the right audience in your locality.

Localized Social Media Engagement: Engage with your local audience on social media platforms. Share content related to local happenings, showcase behind-the-scenes glimpses of your holiday preparations, and encourage user-generated content. Actively participating in local conversations on social media reinforces your local presence.

Craft Festive Content

In this section, we explore the art of creating holiday content for blog posts, landing pages, and product descriptions that resonate with holiday joy while catering to the algorithms that drive search engines. Let’s dive into creative content with festive keywords to attract both human users and search engine algorithms.

Holiday-Centric Blog Posts: Share festive tips, traditions, or stories that align with your brand. A guide to holiday gifting or a reflective piece on the significance of the season can create content that sparks joy and resonates emotionally with your audience.

Product Descriptions with a Festive Touch: Enhance your product descriptions by infusing them with festive language. Highlight how each product contributes to the holiday experience. Whether it’s a cozy sweater perfect for winter evenings or a tech gadget ideal for gift-giving, weave a narrative that connects your products to the warmth and joy of the holiday season.

Interactive Holiday Content: Engage your audience with interactive content. Create quizzes, polls, or holiday-themed contests that encourage participation. Interactive content not only entertains but also increases user engagement, keeping your brand at the forefront of your audience’s holiday experience.

Video Content with Seasonal Stories: Leverage the power of video to tell seasonal stories. Showcase your team’s holiday preparations, share customer testimonials, or present a festive product showcase, video content adds a dynamic and personal touch to your holiday campaigns.

Gift Guides for Every Wishlist: Develop comprehensive gift guides catering to different interests and demographics. These guides simplify the shopping process for your customers and provide valuable content that aligns with holiday search queries.

Thematic Social Media Campaigns: Plan thematic social media campaigns that span the holiday season. Share visually appealing graphics, behind-the-scenes glimpses, and user-generated content that amplifies the festive spirit. Encourage your audience to share their holiday experiences, creating a sense of community around your brand.

User-Generated Festive Content: Encourage user-generated content by launching a holiday-themed hashtag campaign. Ask your audience to share photos, stories, or experiences related to your brand and the holidays. Showcase this content on your platforms for a sense of community and shared celebration.

Our Holiday SEO Conclusion

Incorporating a strategic blend of SEO strategies is the key to making your brand resonate with your audience and capture the attention of holiday shoppers. By identifying seasonal keywords, optimizing meta descriptions and title tags, creating holiday landing pages, fine-tuning local SEO, and crafting festive content, you’re not just optimizing for search engines, you’re creating a digital journey for your audience.

Embrace the joy of optimization, and may your holidays be filled with the sweet sound of success. Wishing you a season of elevated visibility, delightful discoveries, and a sleigh full of satisfied customers. Happy optimizing!


Ready to elevate your online presence this holiday season? Contact us and transform your brand’s visibility!


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 lasting impressions that endure 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!


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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.


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GoViral Case Study: Setting Up an NFT Campaign

As we venture deeper into the Web3 era, many marketers wonder what role NFTs play in their work, and how they can get more hands-on with this new type of digital asset. At GoViral Blockchain we recently tackled these questions for a client, artist Jennifer Strings.

We’re committed to learning from experience, and we invite you to learn along with us.

First things first: Are you still fuzzy on what NFTs are and how they can be useful for marketers? Start with our essential guide, Intro to NFTs for Marketing.

Got the basics down? Great. Let’s go over the process of minting NFTs and listing them for sale.

How to Mint NFTs on OpenSea

Our client, artist Jennifer Strings, created a new collection of stop-motion animations during the COVID-19 pandemic. She wanted to share them with the world as NFTs, so GoViral got to work on the first step of making NFTs available: minting them.

Minting an NFT is another way to say creating an NFT. In simplified terms, minting means converting a digital file (in this case, a stop-motion video) into a digital asset to be stored on blockchain.

Because it is stored in a decentralized database or distributed ledger, the newly minted NFT cannot be edited, modified, or deleted.

OpenSea, which operates the largest NFT marketplace, is the gold standard NFT platform. See the overview below for the steps involved in minting NFTs on OpenSea.

1. Set up a crypto wallet and connect it to OpenSea

In order to mint NFTs on OpenSea, you will need cryptocurrency stored in a crypto wallet.

OpenSea accepts a range of cryptocurrencies, with Ethereum being the most popular. If you don’t already own Ethereum or another accepted currency, get started by buying cryptocurrency on an exchange such as Coinbase or Binance. These exchanges accept “fiat currency” (traditional currency like US Dollars or euros) in exchange for cryptocurrency.

How much do you need to get started? The number can vary based on your goals, your budget, and the ever-changing gas fees. A good range to have in mind is the equivalent of $100-$300 USD.

After purchasing cryptocurrency, choose a crypto wallet for storage. We recommend using MetaMask, the most popular wallet.

2. Create an OpenSea collection

After you’ve connected your crypto wallet to OpenSea, follow the steps below to create a collection:

A. Click the menu icon in the top right corner of the OpenSea homepage.

B. Select “My Collections” from the dropdown menu.

C. Click “Create a collection.”

D. Fill out the form with your collection’s name, description, and other relevant information, including categories and tags to help potential buyers find your work.

E. Choose a Logo Image, Featured Image, and Banner Image for your collection.

F. Choose whether to use your own contract or use the “Lazy Minting” method. If this is your first time minting NFTs, we recommend using Lazy Minting. The benefits include not paying any gas fees until someone buys your work.

G. Click on “Create” to finalize the creation of your collection.

3. Upload your work

You’re in the home stretch! Now it’s time to decide which of your assets you’d like to make available as an NFT in your collection.

Visit your new collection page and click “Add item” to mint and add an NFT.

OpenSea accepts the following file types for the creation of NFTs: JPG, PNG, GIF, SVG, MP4, WEBM, MP3, WAV, OGG, GLB, and GLTF.

How to List NFTs for Sale on OpenSea

Once you’ve uploaded your work to your OpenSea collection, you can list each item for sale. Simply click on the Profile icon on OpenSea and select the NFT you’d like to list from your wallet.

When listing an NFT for sale, you can choose Fixed Price or Auction. There are pros and cons to each.

In general Fixed Price is a good choice for those who are new to OpenSea, don’t want to negotiate on price, and have limited time to monitor the sale.

Auctions can be unpredictable and require more monitoring. Consider choosing Auction if your top priority is generating excitement and having the chance to sell for greater than a chosen list price.

Tips for Campaign Success

Congratulations! If you’ve followed the steps above, you’ve entered the new and exciting world of NFTs. A few more important tips from GoViral to ensure campaign success:


Interested in starting your own NFT campaign? Tell us about your idea and we’ll be in touch.


Top 5 Web Design Trends for 2023

When it comes to your brand’s website, you already know that displaying all the relevant information and appealing to your audience is important, but what about your web design?

With the COVID-19 pandemic redirecting businesses toward more digital and remote work, a surge of new websites have entered an already crowded cyberspace. Competition now is higher than ever.

Regularly updating your website following current web design trends directly affects how your website performs in search results. Here are 5 web design trends to help you stand out online in 2023.

What are Web Design Trends?

A Design Trend is a general direction in which design is changing or developing. Trends “do not necessarily have to be new; they can take references from the past or they might be new in the domain of interest, e.g. the field of design.” This is especially true for web design.

We use web design trends to interpret what’s happened before and to predict what will happen in the future, with a focus on evolving technology. Your website should be updated at least every two to three years and follow new design trends to captivate your audience and beat the competition in the rankings.

Why is it Important to Follow Trends?

There are many reasons why following web design trends helps your website rise to the top of Google’s organic search and grow your online audience. An updated website lets Google know the information is relevant, which will cause Google to show your website to a wider audience. Consistent updates also let your audience know they can trust your content and your business.

Here are three key reasons to update your website design regularly:

1. Regular updates let Google know that your website is up-to-date and trustworthy. In Google’s eyes, websites left for years without design updates are more likely to have information that is out of date and not valuable to the user.

2. Web design trends tend to focus on newly available technology. Animations, scrolling effects, etc. are all advancements that can enhance the user experience and increase your visibility. Using innovative ways to direct the user down your website’s UX path shows users that you are bringing them the best experience possible, while creating value for your brand.

3. Fresh design is a great way to expand your customer base. 81% of people research a business online before purchasing a product or ordering a service. Updating your design to reflect current trends will bring you new and returning visitors you may have otherwise missed. With a whopping 94% of global users expressing distrust for outdated websites, it’s a no brainer!

Top 5 Web Design Trends to Follow in 2023

1. Embedded Videos for Engaging Homepages

It is more important than ever to keep users on your website for as long as possible. Showing video content on your homepage grabs the user’s attention and begins the engagement with your website right away. It’s also a great way to summarize your business and brand and show the user why they should continue to scroll through your site.

2. Gradient Color Schemes

We’ve seen this trend slowly emerging since Instagram rebranded their logo in 2016. The gradient they used made their logo more engaging and better looking on retina displays, much like gradients seen on websites.

Gradient color schemes, like the one shown above for our client PharmaLedger, have now become a top trend. Attracting customers to a new, modern looking page with eye-catching gradients will do wonders for your shareability and brand presence.

3. Hover Animations

With an increased focus on engagement, hover animations are becoming increasingly popular. These were commonly used in the past to keep the user subtly engaged throughout the website experience.

However, now we are seeing hover animations used for larger reveals and more frequently, all to keep the user entertained and following the user/buyer journey.

4. Dynamic Landing Pages and Responsive Web Design

We will discuss responsive web design later in the post; however, this incredible combination is worthy to note twice. Creating a dynamic landing page is notably one of the rising web design trends of 2023. A dynamic landing page involves one web page divided into various sections that give the user your key information related to your business. The responsive web design both gives you a better mobile user experience and includes animations, interactive features, and generally engaging content that is visually stimulating and gets to the point, so your viewers have the best experience possible.

5. Parallax Scrolling

Parallax scrolling adds depth to your page and keeps the reader engaged with the moving content as they scroll.

When the user scrolls down the page, videos and images with a parallax effect can appear to be placed behind neighboring sections of the website. This is visually stimulating, engaging, responsive, and allows the user to be entertained and interested in moving forward with your site and your brand.

 

Three Easy Ways to Keep Your Website Design Up to Date

Practice 1: Have a Responsive Web Design

Responsive web design allows a website to adjust to any screen size. With 92% of internet users using a mobile phone, it’s important to have a website that looks amazing at any size.

Some companies opt for two separate websites, but why spend the money hosting two different sites when you could simply make your web design responsive? Your customer base is important, so don’t let it dwindle because the mobile version of your website isn’t updated.

Practice 2: Keep Content Relevant and Updated

Remember that Google will give higher rankings to websites that are regularly updated. Make sure your content is relevant and engaging because your online presence relies heavily on the user engaging with your website and spending time viewing your pages. Some ways to keep your site updated with engaging content are blog posts, removing and adding products or services, and a calendar of current events.

Practice 3: Track Your Stats

Tracking your website statistics allows you to notice and quickly follow new trends or cultural signals. Don’t just wait for trends to appear online, make sure you stay ahead of the competition by monitoring metrics related to conversion optimization, user-experience, product development, and page views to truly gain insight into your audience.

 

Does Every Business Need to Focus on Website Design Trends?

 

While every business is unique and has different brand requirements, keeping your website up to date and in line with new design trends and advancements will be sure to help you achieve the visibility you need in a quickly growing digital environment.


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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.


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An Introduction to Creator Marketing

You already know that creating engaging content and a well-thought-out marketing strategy helps you grow your business. But one idea that might be new to you is creator marketing, a concept that is shifting how marketers collaborate and create content. When introducing a product or promoting your business, one post with a creator simply no longer suffices. Instead, a larger strategy needs to be set in place.

This article will introduce the concept of the creator economy and creator marketing. You’ll also learn more about the difference between working with a content creator and an influencer.

What is the Creator Economy?

Before we get into creator marketing, let’s look at the background on this topic. The countless social media platforms and content creators active today make up a new landscape on the Internet, which is called the creator economy. 

According to the marketing software company HubSpot, the creator economy is the online economy made up of content creators, which includes social media influencers, videographers, bloggers, and other digital creatives. Tools and software that help these creators grow profit from the content are also part of the creator economy.

During the COVID-19 pandemic, when many people were at home and had more time to spend time online, the number of active content creators increased. Many soon discovered this content could also generate money. It was estimated there were over 50 million content creators just two years ago. It’s likely this number is even higher today. 

Creators use social platforms such as YouTube, Instagram, TikTok and Twitch, just to name a few. If you’re not yet using TikTok to promote your brand, take a look at our blog article Using TikTok for Your Business.

What is Creator Marketing?

Sprout Social defines creator marketing as “when brands partner with content creators to drive awareness and engagement for specific campaigns or initiatives.” By incorporating creator marketing into your strategy, you can greatly improve your audience engagement and reach. 

Choosing to work with a content creator can help you strengthen your community or reach new followers, but not all creators are the same:

  • Content Creators: produce entertaining or educational content for digital distribution, including audio content (podcasts), written content (blogs), photos/images, and videos (YouTube videos). Content creators know how important it is to build a relationship with their audience, which is important to note when you are looking for someone to collaborate with a creator.
  • Social Media Content Creators: similar to content creators, this creator subcategory prioritizes building a relationship with audience members across all social platforms. If you are interested in marketing on various social platforms, it may be beneficial to work with a social media content creator.

One popular content creator is Yoga with Adriene. She creates yoga-workout videos and has brought yoga to many peoples’ homes, especially during the pandemic. She connects well with her following and it is apparent that she has built a strong community behind her brand.

What is the difference between a content creator and an influencer?

It’s important to note that content creators create content, blogs, photos, etc. to make money, while influencers “inspire” followers to buy or to do something. The big difference is the intention behind the content being posted.

Content creators produce high-quality content to engage with their audience through photos and videos, which can include tutorials, how-to guides, etc. Influencers share their lives and promote products, which, if purchased by their following, often bring them a percentage of sales.

Here are some example marketing goals that can help you decide if you should work with a content creator or an influencer.

  • Working with a content creator: you want high-quality content and/or want to create a unique project. You’d like to use the creator’s style to present your brand. Digital content creators are usually paid per project and they often offer you a quote based on your request. They can help you create engaging content for marketing purposes or for sale strategies.
  • Working with an influencer: you want to reach new audiences and increase brand awareness. You’d also like to promote a new product or service to a special niche group that the influencer targets. Influencers often create packages based on the promotion that you want and the reach that they have.

It’s important to note that choosing to work with a content creator vs. an influencer is not necessarily an either-or situation. It really depends on your marketing strategy and your overall goals.

As always, make sure to stay on top of trends and learn about content creators in your industry. You can find content creators or influencers that interest you by using social listening. Want to learn how? Read our How You Can Use Social Listening to Improve Your Business blog to find out.


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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.