Conveying Authenticity and Effectively Humanizing a Brand

humanizing a brand

Humanizing a brand is a pretty smart idea – by doing it, marketers can quickly get the attention of their target market, increase brand loyalty and influence purchase intention.

Sounds great!

So should we all just add a mustache to our brand logos?

Generally speaking, that might work since brands with an easily identifiable gender tend to make more money and be viewed more favorably by consumers, but I want to talk about a different personality dimension – sincerity.

Sincerity, or brand authenticity, is key to humanizing a brand and doing it right is not as straight forward as one may think. In other words – brand authenticity is hard to convey.

Let’s dive into why and how to effectively build and maintain brand authenticity:

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Why You Need To Offer 3 Options On Your Pricing Page

3 option pricing page

I know one card trick and it’s a really easy one:

You spread a deck of card, faced down in front of your friend, holding all the cards at their lower tip so that your friend could see all the options in front of him and then you ask him to pick a card quickly.

After he does, you ask him to return the card. You shuffle a bit, do some hocus pocus and then you tell him what his card was without even looking at the deck.

How do you know his card?

Before you play the trick you choose a card, then, when you initially spread the cards in front of him, you need to make sure that the card you chose sticks out just a little bit.

When you pressure your friend to pick a card quickly “Pick now, do it already!”, he’s nervous, he wants to take a card quickly as instructed and do a good job, he doesn’t notice it, but he goes for the card that catches his eye – the one that sticks out.

This card trick has proven successful for me about 80% of the time. It really shouldn’t work so often, I mean – who chooses the card that sticks out when you know someone is playing a trick on you?!

But it does work because we are not, strictly speaking, rational people – we let others influence our actions more than we’d like and that’s also why having 3 options on your pricing page works. Let’s dive a little deeper into this:

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How To Build An Emoji Informed Marketing Strategy

emoji informed marketing

The desire to incorporate your brand into the emoji language is easy to understand – the quick adoption rate of emoji’s have made them UKs fastest growing language in history and successful brand integration like in the case of the Deadpool movie are hard to ignore.

But emoji marketing, or – the use of emoji’s by brands has proven unsuccessful for many.

Trying to capitalize on a trend without understanding it or it’s implications is generally not a good idea…

So before you rewrite your company’s unique selling points in emojis and start distributing it to prospective clients, let’s talk about the psychology of emojis and develop an emoji informed marketing plan that would work for your business:

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How To Optimize Facebook Ads In 4 Steps

 

Optimize Facebook ads in 5 steps

Why did one ad you created as an afterthought get you so many new customers?

Why did this other ad you’re actually proud of perform so poorly?

Optimizing Facebook ads has one main goal – improving performance over time.

Essentially, we aim to get more for less – We want to maximize results while minimizing the cost required to reach them and we do this by understanding why certain things worked while others did not.

This is how it’s done – the 4-step process to effectively optimize Facebook ads:

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60 Seconds On: Conversion Attribution Models

In a nutshell conversion attribution is about understanding what impact each marketing channel has on the different stages (=interactions a consumer has with the company) in the buying journey and how they each contribute to getting consumers to convert (=become a customer / buy something / sign up to a newsletter / other).

With this information a company can make smart budget allocation decisions and tailor messaging effectively for each marketing channels.

Here’s a 60 second look at the different conversion attribution models and how to choose the right one for your business:

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60 Seconds On: Controlling Digital Word Of Mouth

Word of mouth is when people talk about your brand among themselves and it is by far the most valuable form of marketing.

As noted in this Forbes article, according to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising. However only 6% of marketers say they have mastered it.

Crazy right? So what are we doing wrong, and how do we get it right?

Here’s a 60 second look at controlling word of mouth marketing in the digital world:

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60 Seconds On: Calculating Customer Lifetime Value

Customer lifetime value or LTV is a number that represents the monetary value a customer provide your business over time. Knowing this number is crucial if you want to make smart business decisions.

For example – If acquiring a new customer costs you $6, is that good or bad? The answer depends on how much $$$ you stand to gain from that customer.

Here’s a 60 second look at how to calculate customer lifetime value in order to grow a profitable business (and make changes when you find that getting your customers is costing you more than they’re worth):

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Building A Complete Audience Targeting Plan In Minutes

audience targeting 101

All of your prospective customers are online right now, either sifting through their social feeds or email inboxes, texting friends on their favorite messaging app, reading news articles on their phones, watching videos or playing games.

They’re readily available to reach and engage with, so why aren’t all businesses successfully shoveling up those millions of online prospects and converting them into customers?

Too many choices.

Too many possible audiences to target (millions of people, potential customers, are online every day), too many online destinations to choose to targeting on (Google, Facebook, LinkedIn, Twitter, Instagram, Snapchat, Youtube, Our company websites, Display ads or guest blogging on other sites, paid content published on news sites, forum participation, email marketing and more) and too many micro moments in a consumers life that we can choose to focus our messaging on (we can now reach them exactly when they wake up in the morning, when they eat lunch, when they’re tired, when they have a baby, get a new job, get married, finish school and more).

When we have too many choices we stop thinking clearly, we stop making rational choices and inevitably start making mistakes.

So let’s de-clutter the mind from all the options and use a tried and tested audience targeting framework:

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