Invisible Marketing is Smart Marketing

What makes an effective marketing strategy? In my opinion, one of the most effective marketing strategies being implemented right now is being done by a company called GoPro. If you’re not familiar with the brand, GoPro makes “video cameras that turn ordinary people into stars of their own self-shot action movies.”

If you’ve seen a GoPro advertisement, you probably didn’t even realize you were watching a commercial. Their marketing strategy as a company is not considered traditional marketing. They are great at building brand loyalty by utilizing user-generated content for their marketing. Head over to their Facebook page and you will notice how they showcase their customers by hosting a video and photo of the day. They have conquered crowdsourcing for content! With at least one GoPro video being tagged, titled and uploaded to YouTube every minute, GoPro will remain the king for quite some time.

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Take a little break from your day and watch this 14 minute video about “The Lion Whisperer.” Around the 40 second mark, you will realize just how great of a marketing piece this is for GoPro! No other camera would be able to get a shot like that.

On Instagram, GoPro has uploaded a mere 747 videos but has amassed a following of over 1.5 million followers. When you search the hashtag #GoPro, there are almost 2 million hits. Their YouTube channel has 1.5 million subscribers with over 14 million views.

How can you learn from GoPro’s success to market your company?

Stand behind your product and customers – Regardless of what your business does, you can highlight success stories by showing people using your product/service to their benefit. Highlight that content on your social media channels.

Grow your customer base – GoPro was created to capture surfers in action but now parents are using their camera to film their children in everyday situations. This video shows off a child’s first experience with snow. Even GoPro’s Super Bowl commercial last year was geared towards parents in the clever yet simple ad:

GoPro: Dubstep Baby – Super Bowl Commercial 2013 from GoPro on Vimeo.

Content is KING – The way they highlight a video and photo each day guarantees fresh content all the time, and their fans are constantly coming back to GoPro’s social media platforms to share their statuses. Think of ways people can use your product without thinking they are using your product. Have you seen Inception?

What are other companies do you know that have an almost invisible marketing strategy? Are you already a GoPro fan, and if so, what is your favorite video? Tweet at me or leave a comment below!

Conquer Content in 2014

You’ve probably heard the buzz phrases “content is king” and “content marketing” over and over again in the past few months. If it wasn’t already obvious, content is the heart and soul to everything online. In 2014, content will also be the key to SEO. Everything we publish is content, from Instagram to blogs to Twitter. As a business, you can’t escape content if you want to stay ahead of the marketing curve.

Think of your content marketing plan as a hub and spoke model.

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The center of the model (the hub) should be your website which contains the content that you create. The spokes are all the different ways you can distibute that content, such as Facebook, Twitter, YouTube, LinkedIn, Email Marketing, contests, Pinterest and any other social networks you use. You use all the “spokes” to bring consumers back in to the hub, aka your website. Through your website, your content should give a call to action, eventually leading consumers to a sale.

So what makes for intriguing, shareable online content that will draw potential customers to your brand? Here are a few suggestions to set you apart from the competition:

  • Negative Headlines. Don’t underestimate the power of a negative headline. Negative titles can work brilliantly for bringing in traffic. For example: 20 things you shouldn’t be sharing on Twitter. Sometimes, a negative headline will draw in more readers than a positive one.
  • Reviews. I’m not talking about a single product or restaurant review, but put together a compilation of reviews in one blog. Maybe you’ve been researching what type of vacuum to buy. Review 10 different vacuums, include product screenshots and save people time from reviewing each one individually.
  • Evergreen Content. Is your blog content as valuable one year down the road as it is today? You should have a mix of evergreen items and news topics on your blog so that it doesn’t date quickly. This way, you can repurpose your content or link back to previous blogs.
  • How-To Information. Some of the most shared content topics on social media are how-to videos and tutorials. If you sell a product, create how-to instructions for using your product in real life scenarios or to solve everyday problems. You can even use a how-to video for customer service if a user has an issue. These are fairly simply to make but very effective.
  • User-Generated Content. Do you sell a service or product that can change someone’s life? Have you customers create testimonials or short blogs about how your product has helped them and why others should buy it. User-generated content costs nothing to create…someone else is creating it for you! It also urges your customers to share it because it spotlights individuals, who will share with their online communities. Everyone loves getting their 15 minutes of fame.

If you need help creating valuable, quality content on your blog, contact us for help. What kind of content do you use on your blog that performs well?

Stick to the Point: How to Master Content Marketing

In the age of digital media and online marketing, there are several areas that a company should consider before developing a social media marketing strategy, but the most important aspect always comes back to content. You’ve heard the saying before: content is king. So how do you put a content marketing plan into place?

  • Define. The first thing you should do when creating a content strategy is to define your goals. What do you want to gain from creating content? New leads? A better awareness of your product or services? Who is your target audience? Have a clear picture of what your strategy will be and put it into writing. When you feel that you might be veering off course, go back to your defined goals and get back on track.
  • Distribute. Great content won’t do you any good if it doesn’t reach anyone. How will customers find your content? There is a wide range of social media channels to distribute your content, so you have to decide what is going to work best for your brand. From YouTube to white papers to Facebook, consider the pros and cons of each platform and pick two to three that you think will best benefit you. Make sure to keep your content fresh by regularly updating your blog and social networks.
  • Discover. What kind of content will keep your customers connected? Your brand should have different types of content to help people at any point in their journey. Whether the person is a potential customer or a repeat visitor, you should have content that caters to all sorts of groups. Each of these customer segments is different and should have unique content.
  • Develop. Content can take many forms, so try different methods to see what works best for you. Tell stories that are engaging about your employees, founders or even customers to make an emotional connection with your audience. Find relevant information about similar topics to share, including statistics, quotes or funny facts. You can even crowd source and have your customers create content for you by asking them to share stories about themselves and your product/services.
  • Design. Make your content visually-appealing by using graphics and videos. Did you know that 90% of information that comes to the brain is visual? Infographics are great ways to get your content distributed in a fun and interesting way. They are eye-catching, they show that you are an expert in a subject and they have a tendency to go viral. 40% of people will respond better to visual information than simply plain text.

Remember: quality always wins over quantity. Yes, there is always a positive spin to being in front of a readers’ eyes when they are scrolling through their feed, but what really makes an impact, is when they stop to read what you have to say. At that given moment, you can effectively make a sale, engage them as a client and keep their interest in the future.