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Marketing with Instagram User-generated content

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Marketing with Instagram User-generated content


User-generated content is a powerful asset for any brand. It speaks of loyalty, trust and satisfaction with product quality. Essentially, user generated content is ecommerce recommendation marketing. It strongly influences the purchasing decision of 79% of people.

Therefore, we have made a short comprehensive guide to using it. Wondering how to promote your brand on Instagram effectively? Read the rest of the article to find out how to do this through the content your customers create.

Marketing with Instagram User-generated content: a quick guide

Step 1: planning your user-generated content marketing strategy

Customer posts are a great addition to your content strategy. However, it is part of it. Therefore, it is important to decide in advance when and how often you plan to post user content.

Also determine how it should be. This should be decided based on the business goals of the company. For example, a brand sells sustainable tableware. Publishing awareness-raising content is a great option.

In addition, if the product is expensive, an alternative cost of such campaigns can be imagined. For example, an eco-cup costs five times more than a regular cup, but taking it to a coffee shop will get a discount on drinks. Next, you can provide a list of such establishments.

Step 2: create incentives for users

People won’t create content just because the company has a presence on Instagram. This happens very rarely. So come up with motivation for your users. This can be done in several ways:

  1. Hashtags. Hashtags can be part of a challenge or simply unite users into a community. People are social creatures. Therefore, the opportunity to join a social group with identical values pleases us.
  2. Photo contests. Option two – to offer a gift for the author of the best content, or a discount to each participant. In a similar way, you can force the receipt of feedback using a survey or a questionnaire. Offer a discount for a review and the number will increase. If your brand offers a product that shows up over time, consider adding a before / after photo bonus. This is especially true for beauticians, cosmetics retailers, and the fitness industry.
  3. Influential persons. Influencers often practice fashion affiliate marketing that goes well with user generated content. Build a community of brand ambassadors and influencers will advertise to you. All you need is to provide each blogger with a promotional code.
  4. Products with brand symbols. This solution solves several problems at once. First, it facilitates the creation of content by users. Second, it strengthens customer relationships by increasing loyalty. Plus, it’s an additional potential source of income. The idea is simple to implement. To create a custom merch store, it is enough to have elements of brand identity. For example, a logo or slogan. With them, you can create mugs, T-shirts, notebooks or caps. It is worth choosing a specific type of product based on the style of the brand and the priorities of the target audience. If your clients are young people, then they may like bright socks with brand symbols.
  5. Tracking. This is extremely important. Users don’t always tag a brand account. Therefore, it is worth using Instagram analytics that will track mentions and allow you to choose the best content. Let us remind you that this function is provided on our service.

Step 3: ask permission

Legal requirements for confidentiality are becoming more stringent. Therefore, it is worth playing it safe. Marking a brand in a post does not constitute consent to post content. So it’s better to ask. By simply asking a question, you eliminate the possibility of unpleasant situations. This can be done, for example, by commenting on the publication.

It is also recommended to take care of the precautions. Take a screenshot of the post in which the person gives permission to post the post. Some brands use disclaimers. It is added to messages. However, the best option is to ask a legal advisor for advice.

Step 4: use user-generated content correctly

First, it’s important to keep aesthetics in mind. In order to use your content to bring great results, stick to your style. This refers to the color scheme, fonts and brand voice.

A great example of user-generated content integration is the Frank Bod brand. Take a look at their profile picture. Can you tell at a glance where the user’s content is? Hint: this is the second and ninth post.

Themes for user-generated content can help ensure consistency in style. Include in your brand identity the specific styling of the client photos you re-post. This will make publications more aesthetic and attractive.

This is how the Fella Swim brand has brought this idea to life.

It is also recommended to collect user-generated content in one place. Saved stories are great. They will ensure that all publications are organized. New users will be able to navigate through the reviews quickly and choose the product they like. The big advantage of the solution is the presentation of the product in real life. People trust such photos more.

Check how to create a podcast merch as an example for inspiration

Step 5: Influential persons

Influencers often practice fashion affiliate marketing that goes well with user generated content. Build a community of brand ambassadors and influencers will advertise to you. All you need is to provide each blogger with a promotional code. The best part here is that the cost of such campaigns is only restricted to the commissions you pay the affiliates.

Conclusion

User generated content is a tool that can become a powerful weapon for a company. However, only with the right approach. As a complete strategy, it requires thoughtfulness and organization. Decide how, when, and why to post your custom content (many companies even post user-generated content in their websites) Encourage customers to create it, respect the right to privacy, and get one of the most powerful competitive advantages.



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The Ultimate Guide to Storytelling

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The Ultimate Guide to Storytelling


Storytelling is an art.

Not a process, method, or technique. And — like art — it requires creativity, vision, skill, and practice. Storytelling isn’t something you can grasp in one sitting, after one course. It’s a trial-and-error process of mastery.

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How to Blog When You Have No Time

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How to Blog When You Have No Time


Finding the time to blog is a frequent challenge for many marketers. Marketers often wear many hats and it can be difficult to focus long enough to churn out quality articles when you’re pressed for time.

How to blog when you have no time? We spoke with author and marketing expert David Meerman Scotton how to avoid common time management mistakes by developing a routine.

No matter what you’ve got on your marketing plate, it won’t get done without proper time management. Learning how to make the most of your time will greatly affect your productivity and overall success as a blogger.

Why is blogging time management important?

When it comes to creating content, maintaining consistency is key. This is why blogging time management is so important. You may not always feel motivated to create on a regular basis, but establishing a schedule will help you to stay consistent with your blog output.

For example, you may find that you’re better at writing in the mornings. So you can set aside 2 to 3 hours each morning to work on writing based on how many articles you’d like to produce each week.

Create a content calendar to help you plan your content in advance and set reasonable deadlines. Make note of holidays or seasonal events that may impact your content schedule.

Getting organized will help you set and achieve goals for your blog. If you’re starting from scratch, check out our guide to starting a blog.

How to Blog When You Have No Time

1. Use blog templates.

An easy way to jump-startyour creative process is to start with a template. Why suffer through writer’s block staring at a blank document if you don’t have to? HubSpot’s free blog post templatescan help you format your article and get started writing faster than starting from scratch.

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Templates function as an easy to follow outline where you can organize your thoughts and start to flesh out your content. HubSpot’s offer includes six templates ranging from how-to posts to pillar pages and infographics.

2. Develop a blogging routine.

In many ways blogging reminds David of exercising. In order to be successful at it, you will need to develop a routine. “It is programmed in,” David says. “It is about building it into your life and making it a second nature, like running in the mornings or doing yoga after work.”

Dedicate time each day to writing or allocate one to two designated writing days per week. Block time off on your calendar and turn off messaging apps to avoid interruptions while you write.

Once you’ve gotten organized and created a routine, you may find you had more time to write than previously thought.

3. Keep a list of ideas.

One way to save time coming up with content is to make sure you always have a running list of fresh ideas to work with. That way you’re not scrambling at the last minute for worthy topics.

Creating topic clusterscan help you flesh out your blog content strategy. A topic clusteris multiplearticles grouped by a shared topic or related topic. For example, you may have one pillar page that gives a broad overview of a topic. From there, you can create more in-depth, specific articles on related subtopics.

This will not only help you plan content but organize your site architecture as well.

4. Perform research prior to writing.

It’s much easier to write when you have all the pertinent information you want to include in one place. Research your chosen topic before sitting down to write and organize the information in a quick outline.

Include any keyword researchin this process so you can ensure your content aligns with what readers are searching for online. This way when you sit down to write, your only job is to write — not look up new facts.

5. Don’t edit while writing.

When writing it’s very tempting to want to stop and make corrections. Don’t do this. It breaks your writing flow.

Instead, write a rough draft withjust pops into your mind first. Follow your train of thought without stopping to fix typos or edit. The goal is to just get your thoughts on the page. Once your initial draft is written, you can always go back and make changes.

6. Perform article updates.

Another strategy is to build upon existing content by performing an article update. Giving your older content a refresh is not only good for SEO and your readers, but it can be a quick win for adding new content in a time crunch.

With older content, you may need to include additional research and update it for accuracy, but it generally takes less time than writing a new article from scratch. Review your existing content. Are there articles you can do a deeper dive on? Have there been industry advancements you can include? Is there a new angle to explore?

7. Find content ideas wherever you go.

By making blogging a life routine, you will come across creative content ideas much more frequently. Keep an open mind, observe new things that interest you personally and find ways to turn them into fodder for a blog post. By noticing world dynamics that get you excited and relating them to your audience, the process of blogging becomes a lot more natural and fun.

Accumulate content ideas from different situations in life and find ways to apply them to your industry.

8. Hire a freelancer.

Sometimes your workload is just too heavy and your efforts can be better used elsewhere. If you have the resources and budget to do it, hiring outside help may also be a great option.

Sites like Upwork, Contenta, and MediaBistro make it easy to find writing professionals. If looking to generate content on a larger scale, consider working with a content agency.

Blog Like A Pro

Creating content with a consistent cadence is an obstacle busy marketers frequently struggle with. Creating a schedule and mastering blogging time management will allow you to create even when you’re short on time.

This article was originally published in December 2010 and has been updated for comprehensiveness.

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How clean, organized and actionable is your data?

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90% of marketers say their CDP doesn't meet current business needs


A customer data platform (CDP) centralizes an organization’s customer data, providing a single 360-view of each consumer that engages with the company. Yet there are still data-related considerations that organizations have to make beyond what the CDP does.

“[CDPs] were designed to fill a need – to enable a marketer to easily get to the data they need to create their segmentation and then go on and mark it from that point,” said George Corugedo, CTO of data management company Redpoint Global, at The MarTech Conference. “But the issue is that CDPs really don’t take care of the quality aspects of the data.”

Maintaining data quality also impacts segmentation, campaigns and privacy compliance challenges for marketing teams that use this data.

Data quality

The data in a CDP depends on the quality of where it came from. Therefore, an organization using a CDP must also consider the quality of the data sources and reference files used to build out the CDP.

“The inevitable question is going to be, how good is this data?” said Corugedo. “How much can I trust it to make a bold decision?”

This is something that has to be on every organization’s radar. For instance, when identity resolution is used, the issue depends on the quality of the third-party reference files. If they are provided by a telecommunications company or credit bureau as the data partner, those files might only be updated quarterly.

“It’s just not an optimal solution, but every single CDP on the market uses some form of reference file,” Corugedo stated.

It’s up to the data scientists and other team members working within the organization to own the accuracy of these data sources.

Read next: What is a CDP?

Segmentation and other actions

The quality of the data using specific reference files and sources will vary and will impact the confidence that marketers have in creating segments and using them when deploying campaigns.

Marketers have to make this decision at a granular level, based on the trustworthiness of data from a particular lineage.

“If they have a campaign that is reliant on suspect data, they can actually delay that campaign and say maybe we wait until that data gets refreshed,” said Corugedo.

Otherwise, marketers are just “spraying and praying.”

Using rules instead of lists

The advantage of having a CDP is unification of all data. But the data is being updated all the time. Instead of deploying campaigns based on a fixed list of customers, the use of rules to define segments allows marketers to update who they engage in the campaign.

“A list, as soon as it’s detached from the database, starts to decay because it doesn’t get any updates anymore,” Corugedo, adding that using lists takes longer to execute a campaign.

Lower quality from data that isn’t updated can have serious implications for healthcare and other industries, where accuracy is essential. 

“Instead, rules are passed through the campaign just like they would be with a list, but those rules reevaluate every time there’s a decision point to make sure that only the qualified people get the particular content at that point,” Corugedo explained.


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Privacy and regulatory compliance

Maintaining data quality through a Redpoint Global dashboard, or a similar combination of tools and data personnel, will also help an organization manage privacy.

The crucial point is that people on the team know where the data came from and how it’s being used in campaigns. The stakes for sending out relevant messaging are high. Privacy and compliance issues raise the bar even higher.

If you’re using a CDP, you can save headaches and extra labor by using a tool that has compliance and privacy baked in, so to speak.

“What we’ve done is embrace some of this complexity and absorb it into the environment, so the marketer never even sees it,” said Corugedo. “What we do is with every implementation, we will implement a PII vault that keeps PII data super secure, and we can anonymize the marketing database.”

This way, personal information of individual customers (PII) is never violated.

“Marketers ultimately don’t necessarily need to have visibility to PII,” Corugedo explained “They like to see it for testing purposes and making sure that it looks right and everything, but the truth is we can do that in other ways without revealing PII.”

Having a handle on data quality adds to the confidence marketing teams have in creating segments and executing campaigns, and it can also help protect the customer’s privacy and guard against regulatory infringements.

Facts not fiction: Beyond the CDP from Third Door Media on Vimeo.


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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