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.

04_basich_white_jacket

 

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!

Social Searching With The Jelly App

Ask and you shall receive.

Twitter co-founder Biz Stone launched his new app, Jelly, last week, offering a new way to search with pictures and people from your social networks. While there are already several question and answer apps for your smartphone, Jelly sets itself apart by letting you ask questions with images, and we all know that visuals are a hot button in the marketing world right now. Jelly’s name was inspired by a jellyfish, which has “a loose network of nerves that act as a ‘brain’ similar to the way we envision loosely distributed networks of people coordinating via Jelly to help each other,” Stone wrote in a blog.

Here’s how it works. Start by connecting your Twitter and Facebook accounts to Jelly. Then you’ll have the option of asking a question. As the instructions state, just point, shoot and ask. You can take a picture of anything and ask a question about it. For example, Mark Zuckerberg posted a picture of a spider in his bathroom last night and asked what kind of spider it was. You could use it while you’re out shopping to get an opinion on a pair of shoes or new shirt. The options are endless for the kinds of questions you can ask and crowdsource for answers. Once you take a picture, you also have the option to zoom and draw on it.

photo (2)If you don’t have a question to ask but want to kill some time and help others, you can look through questions that other people have posted and offer your wisdom. As you can see below, a question will come up on your screen along with the answers that have already been given. You can scroll through the answers, rate them and offer your own opinion. Once you’re done, you simply swipe the image in a downwards motion and the next question appears.

Diptic

While it’s nice to be able to crowdsource for answers, the Jelly app is very simple at this point in time. On the plus side, there is a 240 character limit, so it keeps answers short and to the point. But you can’t search through question categories and there isn’t any organization of questions and answers.  It would be nice if there was a functionality in which you could tell Jelly your interests and then start to see more questions that you are knowledgeable about.

So as a business, how can you utilize this app to drive revenue? The answer lies in consumer feedback. Similar to my previous blog about crowdsourcing for content, businesses can use Jelly to find out what their consumers want out of their products or services. Post a photo of a new product and ask your audience what they think or what they would change. Find out how to connect with your audience and what they want simply by posting a picture with a question. The success of businesses utilizing the app will depend on how many people start using Jelly.

Have you downloaded Jelly? What do you think about the new app? Let us know in the comments section!

Crowdsourcing Content: A Win-Win Situation

Content is a hot topic lately, with everyone scrambling to find it, put it out and increase their SEO efforts by doing so. In order to keep up with the content demand, have you considered crowdsourcing?

Crowdsourcing content works in favor of both the company and the consumer. Consumers want to play a bigger role in the brands that they support, and consumer-produced content is highly cost-effective for brands. Content marketing is 63% less expensive than traditional marketing according to Demand Metric, and three times better at generating leads. Through crowdsourcing your content, you can increase your value and raise consumer confidence in your brand.

For example, take sites like Yelp and Urbanspoon, which run solely on reviews posted by consumers. Studies have shown that content produced by consumers seems to make more of an impact on other consumers. Why? Well think of it this way: would you trust the opinion of a blog writer hired by the brand or an everyday average person that has used the product/service? People want to hear the opinions of their friends or actual users.

Keys to Crowdsourcing 

Hiring staff to write content can become costly, but having your consumers write your content for you isn’t. On average, how long does it take for you to write a blog post? Not just your musings of the day, but a well-researched, thought-out and documented blog? Think of that time in term of dollar signs and how much you could save by having your customers do the work.

  • Offer an incentive. Have your customers submit to a contest by entering a funny photo or video of them using your product/service. The prize should be related to your business or perhaps even a new product you have to offer, but it has to be worth entering to win. You can then use the submissions as content on your social media pages or website. This will not only give you content to choose from, but will also create a social buzz around your brand.
  • Give recognition. People love to be recognized and appreciated, especially when they become a loyal customer for a brand. While on Twitter, retweet your brand advocates and engage in conversation with them. When you have a new product or service launching, let those same brand advocates be the first to try it out…and let them write about it! Use pictures, blogs, videos or any other content your brand advocates create to showcase your new products/services and give full credit to them for the reviews.
  • Encourage engagement. While you can crowdsource as much content as possible, you’ll still need to keep up a regular blog schedule. In order to keep crowdsourcing, inspire your readers to leave comments. Comments will not only boost your SEO with Google, but they can be a great source of feedback from consumers. Give your point of view and ask open-ended questions towards the end.  Once your readers start to comment on your blog, make sure to follow up with every comment and even ask more questions. If appropriate, repurpose comments as quotes you can use on social media or your website.

If you need help with your content marketing strategy, contact us for help. Have you used crowdsourced content for your website? How did you get your readers to participate?