In 2021, social media reached over 3.7 billion users globally and its popularity continues to grow. In the context of the social media expansion – in terms of reach and functionality, brands are starting to wonder what are the best ways to engage with their customers in the new year. Not to mention that we’ve seen a lot of “What works today, won’t work tomorrow” scenarios lately.
Here at Premiere M, we know how challenging it can be for agencies to keep up with top advertising trends while also trying to maintain high output operations during a global crisis. That’s why we’re here to help! We’re a marketing agency that focuses on developing, implementing, and managing online and offline campaigns.
Are there people that you don’t necessarily want to become your customers? This may come as a surprise, but there are. It takes a little math to realize that when it comes to your customers, since it’s not all about income but about profitability as well.
You probably are familiar with the Pareto principle or the 80-20 rule, meaning that 20% of your customers bring you 80% of your profit. This 20% is where you will find your ideal customer. Again, we are talking about an ideal scenario, not special situations, nor a volume of sales with low profit per unit. Because, ideally, you want to get customers that bring you profit, you don’t just want money coming in and out of your company.
Why is it crucial to define the buyer persona?
Well, if you don’t know exactly who your customer is, you’re wasting resources – time, money, or staff energy. It’s like you’re waiting for an airplane at the train station.
Coming back to the title of this article, the first step in every marketing campaign (online marketing or offline marketing) should define precisely this customer profile or buyer persona which you have to understand very intimately. It’s not enough to look at demographics. You have to look deeper than that. You have to write down all the psychographic traits that you can collect. For example, Facebook is a great source where you can find information through Audience Insights. The same goes with Google Analytics (which you need to have on your website). There are plenty of resources from which you can get valuable insights: your existing customers, dedicated groups, forums, and so on.
What’s the difference between demographic and psychographic data?
Demographic data includes details like age, gender, location, and it splits your audiences into hard numbers. Psychographic data offers information about intent, dreams, and desires; it gives an insight into the motivation that drives people to do certain actions. These are a result of the lifestyle, interests, attitudes, and values of your customers.
For example, if you Google “how to create a website” this search will show you a list of companies that can build a website for you. But your intention might be different, as you might be looking for online courses and tutorials that can teach you how to create your own website, what kind of skills you need to develop. So, your search intent is learning, not buying (in which case you need to be more specific in your search).
Comparing demographic data and psychographic data is similar to comparing closed-end questions (“How many pairs of shoes did you buy?”) versus open-end questions (“Why did you buy the red shoes and not the blue shoes?”). The second question reveals the buying intent.
You have gathered the data. Now what?
Once you have gathered all the information, you must add context. The end goal was not to put together a list of information or dull numbers, but to put them to good use. The data will give you a detailed overview of your ideal customer, so you will know:
– Who am I talking to?
– What are their problems?
– What are their hopes, dreams, and desires?
– Which is their biggest fear?
– What do they consider to be an opportunity?
And so on.
You will know where your dream buyer gets their information, what does a day in their life look like, and where they socialize. And just saying “Facebook” or “Linkedin” or “Clubhouse” is not enough. But if you say that they are active in a group called “Moms that love essential oils”, you are getting closer to the truth.
When your dream buyer profile is ready, you will also know where to place them in your sales funnel, which connects to customer’s journey:
– they’re just becoming aware of your product/service (awareness)
– they are familiar with you and are considering buying (consideration)
– they already purchased something from you (conversion)
– they bought something and they are recommending it to their friends (advocacy)
Placing your dream buyer in the correct moment of their customer journey is also crucial because you need to craft different messages based on the previous interaction (or lack of interaction) with your brand. Did this person hear about your product or service before? If they did, are they satisfied or not with it? Based on this information you will be able to communicate an efficient message to them. But that is another step to take.
How specific does a Dream Buyer Profile need to be?
VERY! Just imagine this buyer persona as being a real person. Describe it like you would describe a close friend or a neighbor. It even helps to find a picture of someone who looks like your desired customer. Give it a name. Write down all the elements that define it:
– Name, age, education, relationship status, occupation, job, income, location, and interests
– Where does it socialize and where does it spend most of its time?
– Where does it get its information?
– What are its biggest problems?
– What are its most burning desires that don’t let it sleep at night?
– What are its deepest fears?
– What is the preferred form of communication?
– What phrases and exact language it uses?
– What does a day in your dream buyer’s life look like from morning to night?
– What makes it happy?
The end result is a much deeper understanding of how you can reach your dream buyers and talk to them. This process makes everything more efficient, and efficiency translates into profit.
Do I need a buyer persona just to run marketing campaigns?
The answer is no. Every correct branding process starts here. And branding doesn’t just mean having a shiny logo. It means having a collection of elements that define together the customer’s perception of your product or business overall.
Do you need help in creating your dream buyer profile?
Get in touch and we can give you a hand.
Just to be clear, this is not a marketing opportunity to capitalize on, and the first step when considering brand communication during the crisis would be to make sure not to look insensitive, weird or opportunistic. This is a time to understand the unique role brands play in people’s lives and how they can help or be useful during the crisis.
Firstly, let’s try to anticipate the changes in your customer’s behavior. These days, most people are locked into their homes in isolation, and social distancing definitely causes a number of changes that affect the way they interact with businesses. Recent study confirms that 43% of people find it reassuring to hear from brands they know and trust, while 40% want to hear what brands are doing in response to the pandemic. This translates in an overall positive attitude toward brand communication during the pandemic.
Secondly, people’s needs are shifted in times of crises, so consider how people could benefit from interacting with your brand online: can you provide relevant e-services, offer reliable information or maybe, help people stay distracted? In times when reading the news can be overwhelming, distraction and entertainment can go a long way.
For example, Code4Romania developed a bunch of platforms to help people stay informed from trusted resources: real time news updates, how to stay safe and more.
NGOs like Beard Brothers are asking the community to contribute and they help raise funds to fight against the virus.
Thirdly, focus on staying positive and keeping the community together: not literally, but online. During isolation, humans seek out connection more than ever. Brands can create opportunities for people to talk, share and stay connected. Positive non-pandemic related topics can also be a reminder that good things continue to happen, despite the context.
Communication examples for Jumping House during the lockdown.
So, when almost all businesses struggle and the organic traffic is down in most industries, it is a good time for brands to be emphatic, decent, humane and focus their energy on listening and helping people in a meaningful way. Brands that stay relevant during these times are the ones that bring something valuable for their customers, while showing responsibility and consistency. If you can, get involved and help out, maybe even ask your community to do the same and show them some ways of how to do that.
Stay true to your values and now more than ever it’s time to reiterate them in all your actions.
It’s important to think about consumer priorities as well. Based on recent research, these are some of the most basic products people are likely to purchase in the next 30 days. Luxury items will face a lack of interest, as people focus more on buying food, supplies or means of entertainment during the lockdown.
To sum up, keep this friendly piece of advice in mind : brand messages should be simple and accompanied by as much visual aid as possible. Focus on communicating one thing at the time, as people’s attention is smothered by tons of (mostly negative) messages daily. Keep in mind that this is a time to talk to your community like a real human being, not someone behind a monitor. Oh, and avoid making fun of sensitive subjects. Inappropriate humor won’t get you far in times of worldwide uncertainty.
PS. Remember to stay safe, stay positive, wash your hands. Everything will be alright eventually!
The massive rise of TikTok and other video sharing channels like Instagram Stories or the 6 second bumper ad is revealing new ways of how consumers engage with content. Storytelling has to start using short formats that are bold, clever and creative. Here are some good examples of how to effectively use the 6 seconds bumper ad, and here are some brands that are winning the TikTok game big time.2020 is less than one month away and we are wondering… what will the world of design look like next year? In our inspiration-boosting process, we’re looking into some of the coolest design trends out there. Which of the following trends should be on our „try” list for next year, in your opinion?
2. Mobile customer experience
In 2020, more than ever, consumers are expecting to have a flawless experience on all online channels, particularly on mobile devices. So marketers have to focus on facilitating the mobile-version of every piece of content they create and think of new ways of enhancing the consumer journey.
Traditional marketing is reshaped, as consumers get smarter about customer experience and personalisation of experience. The one size fits all approach should be buried deep, while marketing becomes more personal and more human than ever.
4. Keep an eye on your data
Digital marketing can help, but how do you know it’s working? It’s very hard to track your investment in digital marketing unless you use some sort of tool like Google Analytics or Hotjar. Both are free tools that help you track user interaction with your website. These tools can help you see where your traffic is coming from, what are your most popular pages and which areas could use some improvement.
5. Don’t keep all of your digital “eggs” in one basket
There is no specific digital marketing recipe that works for every business. Many people think they can focus on one tool or channel and then move on the the next later, but in reality, diversification is key. Instead of focusing on blog content, PPC or social media, use all of them.Don’t forget about budget, though. Try new things, see what’s working and what’s not for your company or product and adjust. Stay flexible.
6. Create a unified experience
All of your online communication should reflect your brand’s identity. A cohesive presence will provide consumers with consistency and offer an overall memorable experience. And please think about unity in regards to all of your company communication – from instore to digital and mobile. Follow the red thread that makes your company unique across all media.
7. Go beyond likes and shares
Brands that win at digital marketing are the ones that listen and engage with audiences. They create connections, as opposed to being all about their product. And even further, social media platforms have expanded their functions, and brands need to take advantage of that and create social media communities and real time events.
So what is your social media strategy for this year?
How will you manage to stand out and engage with your customers?
Let’s create a strategy for your business today.
Get in touch with your online marketing specialist at email@example.com
1. Bold, contrasting colors
While great designs often feature neutral color palettes, 2020 will be all about bright and bold colors. The minimalism of the past years has led to plenty of monochromatic color palettes. But next year, we will see a lot more colors and gradients. Overall? A much more playful approach.
„2020 will feature brighter & bolder colors than ever before! As the value of design rises, brands are going crazier and wackier than ever with colors to attempt to stand out from the crowd.”
– Ryan Hayward, designer & founder of Pitchproof
Spotify is a great example.
And speaking of colors. Pantone just announced the color of 2020 and it’s Classic Blue. The deep shade of blue is comforting and relatable – which is quite nice in a new and challenging era. This color is great because it’s both genderless and seasonless, making it accessible and desirable for people all over the world.
“We’re returning to classics because everything has been chaotic in the world,” said Laurie Pressman, vice president of the Pantone Institute. “It’s not about doing it like you did in the past, but reinterpreting it.”
2. Introducing more art forms into the graphic design
While graphic design is a stand-alone art form, this year other art forms like illustration and animation will permeate the world of graphic design. In 2020, we will make a small step away from the strict design rules and bridge the gap between art and design.
Illustration in graphic design isn’t something new. But the new year comes with a more simplified approach. Simple illustration will be a top choice when trying to better communicate concepts and ideas.
One of the best things about using illustration with design projectsis that no other company is going to be able to copy them exactly. Casper was one of the first big companies to embrace this trend, and they have stuck with it ever since:
Mailchimp is another great example of using unique illustrations to convey a message effectively.
Check out some of the unique illustrations Doist has been using lately:
3. 3D, volumetric design and isometry
Three dimensional compositions will be huge in 2020. Everything becomes more volumetric, as 3D projects are increasingly filling our world. The trend reached a peak in 2019 and it won’t go away any time soon. Thanks to modern technolgy and increasing software capabilities, 3D will grow even further.
Isometry, or the drawing 3D objects in 2D, is another trend that we will see more of in 2020. Furthermore, motion will be key. Isometric design will enable brands to evolve visually and create more engaging content.
4. Floating objects
This visual effect of the “floating object” trend focuses on the subject itself. Minimalism gives images lightness and some voices say it’s a perfect technique for outdoor advertising. But we think online will be a great environment to explore this as well.
The era of flying elements in graphic design has definitely come. The idea of designs which move and behave like they are in a non-gravity environment conveys the overall feeling of freedom. Designed with an open composition in mind, these elements boost the major concept of a window to a new world, as they appear floating in and out of the screen.
5. Logo animation
Logo animation will continue in 2020. Sophisticated animations will allow companies to emphasize the features and the uniqueness of their brand. Why we love them? Animated logos are influencing the brain in terms of relaxation. They can be very satisfying to watch and they can convey the feeling that the consumer is already using the product.
Do you want to animate your logo? Here you can find some online platforms that offer this service. Some platforms offer you a trial period and you can try animating your logo for free.
6. Hand lettering & typography craze
In 2020, designers will get innovative with modern compositions and typography will play a big role. Hand letters, geometric shapes, decorated fonts – you name it. The artsy typography will get everyone’s attention. Maxi and really thick fonts will rule as well – the thicker the better.
Heavy fonts will be used with a bold or extra bold font–which gives them a “heavy” appearance. These types of fonts can give your designs a modern and contemporary feel. Dynamic photography and 3D effects added to typography will reflect this trend.
Dad Agency is a great example of using dynamic typography online. Check it out here.
7. Lush Lava, Aqua Menthe, and Phantom Blue
These three shades are expected by Shutterstock to dominate 2020. Lush-lava, or the bold orange-red demands a lot of attention. The mix of orange and rich red definitey stands out in the crowd. In Asian countries this shade repesents happiness, love and health.
See the Lush Lava images curated image collection by Shutterstock.
Aqua-menthe is a mix of cyan and mint – two colors that are pleasing to the eye and together they are even more stunning. This color makes you think about the sparkling water of a Caribbean island. It’s perfect to use as an accent or as a main color for bold, contemporary brands.
See the Aqua Menthe photos curated image collection by Shutterstock.
Phantom blue – was famously used by van Gogh in Starry Night. It is a mix of indigo and navy and it offers a very sophisticated vibe. Darker tones are all about trustworthiness, so it works great for a wide range of brands and industries.
See the Phantom Blue images curated image collection by Shutterstock.