We all know the feeling. Bad business habits linger from quarter to quarter, and they can really slow you down. There’s no better time than the new year to nip them in the bud. On January 18, Curalate Client Solutions Manager Shezeen Ali joined our marketing team for a webinar to chat about six digital marketing bad habits brands should scrap in 2017. Read on for our tips and feel free to add more bad habits in the comments section!
Bad Habit #1. Vertical Video Intimidation
Problem: Platforms like Snapchat and Instagram Stories can be stressful … so where do you start? Who manages this? Vertical videos disappear after 24 hours in most cases, so it can seem futile to spend so much time creating them.
Solution: Though it seems like a lot of work, don’t put vertical video on the back-burner this year. Smaller brands with smaller budgets are getting in on the action by creating behind-the-scenes content on a weekly basis. Another tip: The majority of people watch vertical videos without sound (think commutes, lunch breaks, etc.) So it’s best to incorporate a text overlay (like a question or slogan) and pair it with great visuals. With this strategy, your viewers are stopped in their scrolling ‘tracks’ and can quickly view and share. It’s also worth exploring your options for making vertical video content accessible outside of social media. Think about options for allowing it to be viewed on a ‘community’ part of your site or on your blogs — which will extend its 24-hour lifespan. Martech options in this area have expanded so get in on the early adoption!
Bad Habit #2. Expired Content
Problem: With so many platforms in the digital space, there isn’t enough bandwidth to create content for every single one. And, the content tends to be disorganized. It’s unclear how to repurpose it across channels or even acquire content from new external sources.
Solution: Don’t make the mistake of ignoring the content that’s available to you! Your blog, print/digital catalog, brick-and-mortar locations, and user-generated content are a goldmine. Also, remember that product shots tend to be a snooze for consumers — lifestyle content is typically a better bet. You might also be surprised by what’s under your nose — a lot of brands have not tapped into content from other departments, and the volume and quality can be striking.
Bad Habit #3. Being Scared of Metrics
Problem: We’re overwhelmed by our own data. What’s more important: engagement vs. clicks? How should teams be communicating around data? In too many companies, questions like these go unanswered.
Solution: Successful data strategy has nothing to do with numbers. Before you get to this step, think about what kind of calls-to-action you’re promoting. If you’re asking for more followers or social engagement, it doesn’t make sense to only measure traffic and revenue. Additionally, you need to get to know your audience better. Who are they? What kind of products and services do they respond best to? Behaviors will tell you a lot about how to focus your strategy so it attracts more like-minded consumers. You can make your ads data smarter by building custom audiences based on consumers who have engaged with your products.
Last thing — omnichannel campaigns give you well-rounded data. Looking across your multiple platforms (think ads, social), it’s easier to compare why something may have performed well. You can identify what has resonated best, and ‘throw it a parade.’
Bad Habit #4. Robobrand Syndrome
Problem: It’s been awhile since your brand has done a messaging refresh, and you’re suffering from a robotic brand voice that only talks about itself. Finding authentic voices or fun lifestyle messaging to represent your brand takes time and collaboration, and sometimes it’s daunting to think about pushing away loyal customers by changing up the brand voice.
Solution: A refreshed brand voice helps you draw in new customers, and gives loyal ones a fresh perspective on your brand and offerings. That refreshed voice can come from your consumers, too! Take some time once a month (or even once a quarter) to define your brand voice, think about new ways to position it, and get creative about how you express yourself as a brand.
You can also bring in influencer and customer content to spice things up. Maybe feature social ‘takeovers’ for a day or weekend. And, focus on campaigns — that way, your brand voice gets more specific and intriguing based on what you’re featuring.
Bad Habit #5. Communication Tie-Ups
Problem: Ads, social and ecomm teams are busy working on specific campaigns and projects, which make it hard to share insights. Additionally, content is often created in silos and not always repurposed among teams. There’s also not a good place/format to share insights, data and plans.
Solution: Working in a silo doesn’t help anyone. Great content or campaign insights should be shared between teams. Larger companies we work with may have e-commerce and social teams in different floors or buildings, but Curalate tools help bridge that gap.
Bad Habit #6. Not All Influencer Strategies Are Created Equal
Problem: Creating an influencer marketing program can seem like a daunting task. How much does it cost? How do I find influencers? How do I measure success?
Solution: Find a solution that helps you do everything in one place, fast. Seems impossible for an influencer strategy, right? But Curalate clients are seeing great results with Explore. Explore makes it easy to discover and work with high-quality content at scale. Whether you want to discover this content piece-by-piece, find influencers to work with, or form relationships with micro-influencers offering an authentic voice, Explore can help.
- Check the expiration date on content, and make sure you’re focused on what’s fresh.
- Vertical video isn’t going anywhere — get ahead of the game!
- Metrics matter so know what you’re tracking.
- Your brand voice should stand out from the crowd.
- When your team is communicating, everyone works better.
- Optimize your influencer strategy to reach a bigger, better audience.
You’re making awesome vertical videos for Snapchat and Instagram Stories — and then, your content disappears. With Curalate Tilt it doesn’t have to. Tilt brings vertical video to where people are making purchase decisions – your website and apps – and enables consumers to easily go from watching a video to buying what’s inside of it. Learn more here.
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