businesses core value

Why Authenticity is in, Artificiality is out.

The digital marketing landscape has changed in the last few years as consumers move away from being sold a product to interacting with businesses that align with their values. Millennials and Gen Z are 60% more likely to buy from a business if they reflect their values.

In this blog, we will discuss how to weave storytelling into your strategy that is impactful and why authenticity is the number one value a business needs to embody.

 

How can you create content that resonates with your target audience?

Authenticity and Story-telling.

Businesses such as Nike and Air B’n’B actively promote their products and services with authenticity which has led to them building a community of loyal customers who will happily post about them.

Storytelling is at the heart of inbound marketing because it taps into people’s emotions, making the brand down-to-earth where people can connect with the people behind the brand.

Through storytelling and authenticity, companies can inspire, educate, and motivate customers to align with the businesses values and buy from them.

How do Nike and Air B’n’B utlize storytelling and authenticity?

Storytelling is about context and the narrative. In storytelling, there’s always a main character who goes through struggles but comes out the other side.

Nike utilizes this in their strategy by collaborating with celebrities and athletes who share motivational stories about their journey.

Their storytelling goes beyond product features and inspires their customers because they tell real life stories. The main character in Nike’s story-telling is you.

From their choice of high-profile athletes such as Michael Jordan and Serena Williams, along with their slogan “just do it” which represents resilience and celebrates the spirit of determination, Nike has built a community of inspired customers.

Air B’n’B has taken hospitality by storm, connecting travelers with unique accommodations all across the world. 

This creates a global community where travelers across the globe can connect and share their experiences through reviews, photos and their own personal experiences.

 

Businesses such as Air B’n’B have started using UGC (User Generated Content) to promote their services and have seen an increase in brand engagement up to 28%.

The use of UGC by businesses makes them more trustworthy and transparent.

81% of customers require trust in a business before purchasing from them and this is yet to increase.

Both businesses have used storytelling and authenticity to resonate with their target audience but also invoke an emotion within them that drives them to be brand advocates.

storytelling, social media, authenticity

 

The three pillars that underpin consumers confidence in a business are trust, transparency and timely responses which both businesses have clearly weaved into their strategy.

Authenticity in business fosters credibility, relatability, and builds long lasting relationships with their customers.

Story telling elicits an emotional response and taps into universal emotions such as nostalgia or inspiration that imprints in the minds of their audience.

Strategies to implement authenticity and storytelling

  1.       Know your story

Many businesses fail to have a mission, value or vision statement in place that tells the story behind the brand. People can’t connect with a business if they don’t have their hero story that led them to where they are now.

What values does the business align with? What are its origins? What are the struggles the business had to get past to succeed? Where will the business be in five years time?

  1.       Know your audience

Once you know the narrative of the business, research your target audience. Their demographics, psychographics, what are their pain points? You need to understand who is reading, viewing or listening to your story and how you can inspire them.

  1.       Know your message

What do you want your audience to experience? Do you want them to feel inspired to carry out an action or relate to the failures and the wins of the business?

 Do you want to tap into universal human experiences? Humanizing the business and talking about the values the business stands by has become a factor in how consumers buy.

They want to buy from brands that align with the same shared values and what you stand for.

The Neuroscience behind storytelling

Storytelling, authenticity

 

A story has a beginning, middle, and an end that’s its readers or listeners through a journey.

This can be through the struggles the businesses came up against but powered through, stories where you address people’s objections before they voice them or show a change in their perspective or skills led to increased results.

But why do some stories invoke an emotion and others not?

A recent new scientific term called “neural coupling” can help explain this.

In simple terms, compelling stories create empathy and connect with the listener which in turn leads to their brain activity synchronizing with the storyteller.

The listener responds to the storyteller and the events they are talking about as if it was their own experience. They feel the same emotions in the story and are taken on the journey too.

A businesses story helps customers remember them, not because of their products and services but how the business makes them feel.

The impact of storytelling is immense for businesses when told correctly, resulting in a genuine reaction within the mind which in turn leads to an impact on desired actions.

People listen to people.

All good stories must come to an end

The world of digital marketing is ever-evolving but the values stay the same.

A business that’s authentic towards its customers will create genuine connections and build customer loyalty.

Trust and transparency are what customers are asking from companies and the use of storytelling fosters this customer relationship making the business relatable.

It isn’t about what the products or services do but rather how the products and services make them feel.

Emotion is the one driver for people to make an action and weaving it into the strategy brings the customer along the journey.

Our GoViral Conclusion

With consumers being wary of inauthentic marketing now more than ever, businesses need to be clear about their values and brand messaging.

Businesses that tell its story and show behind-the-scenes have a higher chance of creating an engaged community and brand advocates.

Storytelling and being authentic is a powerful strategy in Inbound Marketing that can make your business stand out. 

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Contact GoViral Digital today to learn how our expertise in inbound marketing can enhance your brands presence!


Leveraging PPC Campaigns for Maximum Event Exposure

When hosting a large-scale event, gaining significant exposure to your target audience and attracting attendees are the top priorities. Pay-per-click (PPC) advertising is a powerful tool that amplifies your event’s visibility and boosts ticket sales effectively. Below we will discuss strategic tips and tactics for using PPC campaigns so you can ensure your event not only reaches but resonates with your target audience.  

PPC advertising offers a unique advantage in that it places your event in front of the right audience at the right time. With the ability to target specific demographics, interests, and geographical locations, PPC campaigns are tailored to speak directly to people most likely to be interested in your event. Effective PPC campaigns allow you to cut through the digital noise and reach potential attendees that drive both awareness and conversions. In the following sections, we explore how to utilize the full potential of PPC to create impactful campaigns that capture attention and convert leads into event attendees.

Define Clear Objectives

When launching a PPC campaign, it’s important to gain clarity on what you hope to achieve. For events, objectives and goals can range from increasing brand awareness to driving ticket sales or encouraging sign-ups for a webinar about the event. It’s important to set specific, measurable, achievable, relevant, and time-bound (SMART) goals to guide your campaign structure and implementation.

Understand Your Audience

Detailed knowledge of your audience’s demographics, interests, and online behaviors will help you to create specifically targeted ads that have a much higher likelihood of conversion. Using data from past events, website analytics, and social media insights to build a comprehensive audience profile will help you to understand and choose your keyword selection, ad copy, and targeting options.

Choose the Right Platforms

There are several different PPC platforms and they all offer different advantages depending on your event type and target audience.

 Google Ads:

  • High intent targeting: Google Ads operates on the principle of search intent, meaning your ads appear to people actively searching for your product or service leading to higher conversion rates.
  • Vast reach: Google provides a vast reach online with millions of searches per day. This can significantly increase your visibility across a range of demographics.
  • Flexible budget options: With Google Ads, you’re able to adjust your budget based on your financial constraints and goals. With options like cost-per-click (CPC) or cost-per-thousand-impressions (CPM) pricing models, you can choose the campaign that best suites your objectives.
  • Robust analytics: Google Ads offers comprehensive analytics that help you track metrics, such as, clicks, impressions, and conversions.
  • Geotargeting capabilities: Because you can target your ads to specific geographic locations, you are also able to promote local events or segment your campaigns based on where your target audience lives for better accuracy.
  • Ad formats: Google Ads provides a variety of ad formats, including text ads, image ads, video ads, product listing ads, performance max, etc. All of these allow for versatile marketing strategies with the ability to test different content types to see what works best.

Social Media Ads:

  • Advanced targeting options: Social media platforms like Facebook, Instagram, and LinkedIn offer precise targeting options based on user demographics, behaviors, interests, and connections.
  • Visual engagement: As social media is inherently visual, it is an excellent platform for engaging potential customers with eye-catching images, videos, and interactive content.
  • Brand engagement: Due to the nature of social media, two-way interaction between you and your audience allows for relationship and community building through increasing loyalty and engagement around the event.
  • Retargeting capabilities: Social media platforms excel at retargeting; this allows you to present ads to users who have visited your website but haven’t converted. This is a great way to remind those users about your event and encourage them to buy tickets, register, or book a demonstration.
  • Real-time adjustments: Social ads can be tweaked in real-time based on performance data and this allows for dynamic adjustments to maximize your campaign’s effectiveness.

 

Craft Compelling Ad Copy

While writing your ad copy, be sure you are clear, concise, and compelling. It’s important to include essential details about the event, such as what, when, and where, and make sure to highlight unique selling points that make your event unique. Using strong call-to-actions (CTAs) like “Register Now”, “Book Your Seat”, or “Get Tickets” drives urgency and improves conversion rates. Make sure to test different versions of the ad copy to see what resonates best with your target audience.

Utilize Engaging Visuals

As mentioned above, visual ad platforms like Facebook and Instagram use eye-catching graphics or videos which can significantly enhance your ad’s performance. When creating your ad visuals, ensure you’re appropriately reflecting the theme of the event and create an appeal to the emotions of potential attendees. Short, engaging videos, typically under one minute long, that give a sneak peek of the event highlights can be particularly effective.

Optimize for Keywords

When building out your PPC campaign, keyword optimization is vital for success. Ensure you conduct thorough keyword research to identify terms that potential attendees might use to find events like yours. Include event-specific keywords, such as “tech conferences in 2024” or “virtual marketing summit” and broader terms that relate to the industry or interests aligned with your event. Using negative keywords is also beneficial to prevent your ads from appearing in irrelevant searches, which in turn saves your budget for more qualified leads.

Implement Geo-Targeting

Geo-targeting allows you to tailor your PPC campaigns to reach people in specific locations when you have physical events. For global events, you could consider targeting key cities or regions where your potential attendees are based. For virtual events, you can target a broader geographic area but focus on regions with a higher concentration of your target audience.

Set a Smart Bidding Strategy

PPC platforms offer a variety of bidding strategies that can help you maximize returns on your ad spend. Automated bidding strategies like “Maximize Conversions” in Google Ads can optimize your bids in real-time to get the most conversions for your budget. It’s important to regularly review and adjust your bids based on how your ads and campaigns are performing so you ensure optimal results.

Track and Analyze Performance

Tracking and analyzing your results is crucial to understanding the effectiveness of your PPC campaigns. Set up tracking for key conversion points, such as registration completions or ticket purchases and use analytics to monitor which ads are performing well and why and adjust your strategies accordingly. Doing this will not only help you optimize ongoing campaigns, but it will also provide valuable insights for future event marketing strategies.

Conclusion

PPC campaigns are a dynamic tool that seeks to maximize exposure and drive attendance for all variations of events. Understanding your audience, crafting targeted ads, and continuously optimizing based on ad performance allows you to significantly enhance the reach and success of your global events. As you prepare for your next big event, integrate these PPC strategies to not only meet but exceed your marketing objectives, ensuring your event gets the attendance it deserves!

Are you ready to boost your event’s visibility with powerful PPC campaigns? Whether you’re new to PPC or looking to enhance your existing campaigns, GoViral is here to help! If you have any questions or need more information on how to effectively leverage PPC for maximum event exposure, don’t hesitate to reach out.


Contact GoViral Digital today to learn how our expertise can bring PPC campaigns and event management to the next level.