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.


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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Introducing GoViral Blockchain

At GoViral Digital we’ve been dedicated to performance-based, brand love marketing for more than ten years. Now we’re excited to introduce a specialized team within our ranks focused on blockchain technology – GoViral Blockchain.

Our GoViral Blockchain team helps clients seeking to develop blockchain solutions and bring them to market. Blockchain, you say? GoViral is investing in cryptocurrency and NFTs?! Not quite. There’s more to blockchain technology than these narrow applications.

In the coming years blockchain will influence many more aspects of daily life, including how we pay for and conceptualize healthcare, vacation rentals, ride sharing, and more.

With our expertise in inbound marketing, content marketing, community management, performance marketing, and creating funnels for online sales, we know how to talk about blockchain in an impactful way. As always, our focus remains on connecting you to your customers.

Communicating the benefits and promise of blockchain technology presents particular challenges, and we’re already hard at work for our clients in this space. Our client PharmaLedger is dedicated to creating blockchain-enabled solutions for the healthcare ecosystem. 

The healthcare and pharmaceutical industries are complex, with multiple stakeholders facing challenges such as lack of transparency, coordination, and trust.

Just to name a few challenges: patients might wonder where their medications come from and when they will arrive, how to find and sign up for clinical trials, and who really owns their healthcare data. Scientists and pharmaceutical companies struggle to meet regulatory and ethical guidelines, ensure patient safety, and keep costs affordable. Doctors often find themselves in the middle of a complex web, not sure how to ensure trust with patients and get them the care they need. Take a look at our PharmaLedger case study to learn more about our efforts.

Why is GoViral all in on blockchain? Here’s what our managing director, Belinda Filippelli, has to say: 

“I am so excited for the future that blockchain will create. Decentralization of information and governing power, less costs and admin, eliminating intermediaries where the corruption and inefficiency lie. Becoming true owners of our own sovereign digital identity. Future generations will have a completely different understanding of basic things like how they bank, using smart contractors instead of lawyers or agents, tokenizing physical as well as digital assets to invest in, build and share, and understanding how their everyday goods are made and sourced.”

We are proud and excited to continue working with clients through GoViral Blockchain. Blockchain technology is still new and not widely understood, with so many different stakeholders who need different information. Our experience building buyer personas means we know how to talk to your customers and build community. We’ve earned millions of Euros for our clients, and we’re not stopping anytime soon.

Ultimately, the widespread adoption of blockchain technology requires a greater paradigm shift. More businesses and customers outside the finance and tech industries need to understand what’s at stake, and how blockchain can improve their lives. Our expertise contributes to this shift, and we’re looking forward to a bright future.


Are you working on a blockchain-related project? We want to hear about it! Share your ideas with us and we’ll be in touch.


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.


Inbound vs Outbound Marketing

At GoViral, we’ve been practising and preaching inbound marketing for 10 whole years. You may or may not be familiar with this term, so we made sure to explain it to you. Inbound marketing is different from the traditional outbound marketing method. Do you know the difference? You can read more about it below and how it can improve your business.

What is outbound marketing?

Try to visualise that your phone rings and it’s a company trying to sell you a doghouse but you don’t even own a dog. You try to hang up but the person is still talking! Well, this is an example of outbound marketing. Outbound marketing examples include irrelevant billboards trying to sell you something, multiple emails advertising products that you don’t need and late-night telemarketing shows. This form of marketing tries to blast its message (product, service, etc) from within the company out to the world, hoping to attract potential customers. The company using outbound marketing showers everyone with these advertisements, but only a few customers will be relevant and make a purchase.

So why is this method outdated? Well, you are wasting time sending messages to people that aren’t interested. It is surprising that businesses still operate this way. They shoot their ads into the dark hoping to hit a target. Inbound marketing is different and more effective.

What is inbound marketing?

Inbound marketing attracts potential customers to you through engaging social media content. Customers become aware of your brand through your website, then show interest in your product and hopefully end up making a purchase. For any company, this might seem quite obvious to do, right? Try to imagine a magnet attracting customers from the outside to your brand. Content from a company using inbound marketing is made to get to people who might actually be interested based on the target buyer persona. Well, it hasn’t always been done this way. Outbound marketing was the go-to in the past, and many companies and brands are still doing it the old-fashioned way.

What are the main differences between inbound and outbound marketing?

Instead of wasting time and resources to market to the masses (outbound marketing), tailoring your content to attract potential buyers (inbound marketing) “looking” for your product or service can save you a lot of time, effort (and $$). Inbound marketing can be viewed as a cycle: attract, engage, delight. You attract potential customers and engage with them with interesting content, and then delight them by addressing their problems (usually through your product/service).

How can you use inbound marketing for your business?

Are you still using outbound marketing? Times are changing and seeing that inbound marketing is more effective, it could greatly benefit your marketing performance. We made some suggestions that can get you started in transforming your business by using inbound marketing techniques.

Attract

You can start by looking at the content you use across your social channels and website. Does this content add value to customers you want to attract? Posting about a sale might be valuable, but posting a guide on how to successfully use your product or service can be even better. Also, be sure to optimise your SEO by adding keywords to your content. Having relevant, interesting content with added value will help you to appear higher up in the search engines, therefore helping to drive organic traffic to your website.

Engage

When you finally get new leads from your valuable content, make sure to keep in mind that your goal is to build a long-term relationship. Try to sell solutions rather than just a product. Make sure those that are in contact with leads are building relationships and acting courteously. Think long-term rather than short. Which relationships do you want to have?

Delight

Let’s say that a lead changed to an actual customer. He or she followed your company’s social channels, got engaged and bought into it. What’s next? Keep the engagement going by acting as advisors to help your customers anytime. You can create surveys or chat boxes to keep the conversation going at any stage in the buying cycle. Also, listen to your social channels and react to your customers when they comment (or even complain about something). Reacting can help save a disappointed customer and it makes people feel like they matter (which they do if they’re you’re customers),

These are just a few tips to get you started in using inbound methods rather than outbound marketing. Do you want professional guidance? GoViral has now a whole decade of experience specialising in inbound marketing and we can help you improve your business. Contact us to learn more!