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So far Mina Imsi has created 9 blog entries.

Are You Nailing These 8 Social Media Necessities?

By |2019-02-20T16:33:35+00:00February 19th, 2019|

If I had a dollar for each time somebody asked me about the ‘algorithm’ – I would be well on my way to retiring by 30! Every week, I hear from more and more people on the brink of a meltdown. Why? Due to the decline in organic reach and impressions of their Instagram feed, of course.  Instagram users have also become fed up with not seeing who and what they want in their timelines. This has caused them to turn to Stories instead, and it’s not such a bad thing! I have compiled the 8 most frequently asked and most important questions regarding social media, algorithms and cutting through the noise and answered them to help you wrangle that unpredictable IG monster!

Some Instagram Stories we created for our client BIANKO Jewellery

1. Video killed the Instagram star

Instagram stories keep going from strength to strength. Being able to add more engagement-encouraging ‘stickers’ to your Stories (such as thermometers, polls and ‘ask me anything’s) and then the ability to use Instagram Stories as an ad placement through Ads Manager has meant that this placement has become a crucial part of a brand’s social strategy.

Forecasts show that video will be the most important content format in 2019. (This rings true whether your demographic is on LinkedIn, Facebook or Instagram). Facebook’s algorithm is giving it preference and when using Video Views as a campaign objective in Ads Manager. You are able to piggyback a lot of reach from it (but shh, you didn’t hear that from me)

Optimising video for social media platforms has also become more widely accepted. Brands are beginning to understand the importance of creating content specifically in social media-friendly ratios, and including text overlays or captioning – since over 90% of social media video content is viewed with the sound turned off.

It doesn’t end there, Facebook Live and Instagram Live Stories have already become widely used communication tools and they are only becoming bigger. More importantly, brands will benefit from dropping their guard and allowing themselves to be exposed to the risks associated with ‘live’. It is also such a great opportunity for storytelling when executed well.

Shoppable Instagram Posts Created for BIANKO Jewellery

2. Shoppable Instagram Feed and Instagram Stories

If you sell products online, and you haven’t created a Facebook Product Catalogue and linked it to your Instagram account – STOP WHAT YOU’RE DOING RIGHT NOW…and do that instead! Your audience will instantly be taken to your product page on your website to shop, simply by tapping a product on your feed. It is a feature you must utilise to both keep up with consumer expectations and give yourself another revenue stream!  If you already have this in place, go and get yourself a drink, you deserve it!

3. The infamous ALGORITHM

“How do I grow my Instagram following?” “Why aren’t my followers engaging?” “Why isn’t my following growing faster?”
The short answer, THE DAMN ALGORITHM! It’s a tough slog right now, there’s no easy or magic way around it. It’s likely to get even harder as it becomes an increasingly competitive space. Instagram’s algorithm favours a more monetized position (like it’s big brother Facebook) – so it is harder than ever to grow an organic following and to be seen! Team that with consumers’ changing habits and hesitation to follow too many brands and you’re left with a recipe for disaster. It is now more important than ever for brands to be posting meaningful content and giving their audience a reason to follow and engage.

4. Facebook Pixel

The Facebook Pixel is nothing new and exciting, but it is something that’s becoming more widely used by businesses both big and small. If you’re unsure of what it is, it’s a code that you place on your website. It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website. Having a Facebook Pixel installed on your site has become mandatory, not a ‘nice to have’. 

5. Messenger Bots

Facebook Messenger Bots are revolutionising the way businesses conduct customer service, sales, and marketing. These bots provide a direct line of communication between the customer and their problem. They give customers exactly what they want: self-service and a personal, human touch, the very instant they want it.

You may like to think about the most frequently asked questions you receive from customers. It may be as simple as your trading hours or your phone number. OR, perhaps you’d like to offer a fun ‘personal shopping assistant’ option to Messenger to help with gift giving, personal styling, or more.

6. Authentic Vs Real

Thanks to a number of factors, including the privacy issues this year, Facebook’s algorithm is shifting away from click and engagement bait content and more towards genuine storytelling and human connection.

Weaving in genuine stories and storytelling is definitely something that you should be considering when developing content for your social feeds. Your best bet is to watch what the heavyweights in your industry do. They are likely to be making the first move with key changes and trends.

7. Alt Tags for IG

This is very new and something that has previously been associated with websites and SEO. Instagram has recently launched Alt Tags for their posts. Alt Tags are aimed at assisting the visually impaired, by describing in a sentence what the image or video contains. They are highly appreciated by Google Crawlers and they are a sign of what looks like a bigger shift towards making social media more inclusive. If you see the Alt Tag option appear, utilise it, don’t be the last to board the train.

8. Stories

We start and finish with stories. Get on board the Instagram Stories train while you still have a chance. The Instagram gods are being somewhat kind with the stories algorithm. It is currently the best place to gather the most eyeballs on your content. It is also an extremely effective and inexpensive Ad placement.

Social Media Marketing is changing so quickly. An aesthetically pleasing Instagram grid and 30 hashtags as your sole social media strategy are just not going to cut it. It has never been more important to work with people who truly understand the in’s and out’s of social media marketing. Feel free to reach out for a free digital health check, some advice or an entire strategy. I am always here to help!

Your 2019 Marketing Plan: 6 Steps To Growth and Success

By |2018-12-18T17:11:54+00:00December 18th, 2018|

Yes, it is that time of year, you’ve memorised all the Christmas carols, you’ve seen enough tinsel to last you a lifetime and you’re planning for 2019! If you haven’t developed a marketing plan for the new year, fear not! Now is actually the best time to gather your thoughts and your data and prepare yourself for your most successful year yet! The following steps will turn your ideas into a marketing plan you can follow through to success and growth in 2019.

1. It’s time for a review!

It’s also time to be honest. Luckily hindsight is 20/20. Before you embark on creating your best ever marketing plan, the first thing to do is to review what worked well and what flopped in 2018? This will give you a clear understanding of where you are. Dive into your analytics, how much traffic did the content developed drive to your website? How well did you convert your visitors into customers? How did your digital ads actually perform? Did the influencer collaboration result in any ROI? Answering these questions will help you establish where to go next

The second part of your review is establishing where your brand is currently positioned. Where do you sit against your competitors and what are the market conditions?

The third and last part of your review is a SWOT analysis. What are your Strengths, Weaknesses, Opportunities and Threats?
It’s very important not to rush through your review stage. Rushing directly to planning the next activities, without an idea of what actually needs to be done and what’s likely to work may result in a lot of wasted time.

2. Revisit your buyer personas

Brainstorming exciting new campaigns for your marketing plan is the fun part, but before we do that, we must know exactly who it is we’re trying to communicate our message to. Who is your customer? How do they buy from you? How can you make that process easier? How can you find more people like them? Which channels are best helping you connect with your buyers? Once you nail your personas, your plan can begin to take shape. You know who you’re targetting, where they’re hanging out and how best to speak to them.

3. What do you really want to achieve? Be specific!

Go into detail with your goals. What financial target do you want to hit? Is there a market you want to break into? An award you want to win? An influencer you want to collaborate with? The more concrete your goals are, the easier it will be to set a plan to achieve them.

4. Set a marketing budget

This is a very important step –  you need to decide on a number and stick to it! That way when it comes to planning your initiatives, you’ll know exactly how much you have at your disposal and you’ll prioritise those with the highest potential ROI.

If you don’t know how much to spend on marketing, there is a simple formula. The golden figure, for B2B marketing, is 4-8% of your business’ income. B2C marketing often demands more – closer to 15% to launch a product or service, up to 20-25% during major branding initiatives. Work out your marketing cost as a percentage of sales as a starting point, and use the costs associated with your goals to confirm the final figure.

5. Marketing plan – channel by channel

At this stage, you need to keep the needs of your buyer personas and the things you learned from 2018, front of mind. Get creative and imagine the campaigns and initiatives that will help you achieve all those goals you set. This is the part where I would go away with all of your data and come back with concepts for content and creative. It’s best to think big and scale back later!

Map out your plan by channel and break down the activities in each channel. Typically, I include the following channels in a strategy, although they might look different for different industries and clients.

  • Direct Marketing
  • Print Advertising
  • Digital Advertising
  • Website/Blog
  • Social Media
  • Content Offers
  • Public Relations
  • Trade shows/Events
  • Internal Communications

6. Commit to monitoring your progress on a frequent basis

I’m a firm believer in setting metrics and monitoring them. This really is the key to ensuring marketing success and identifying any pieces of the puzzle that don’t fit.

There are a lot of metrics you can be looking at, it all depends on your goal. There are however two that you absolutely must measure. Marketing as a percentage of sales sets your budget and tracks your costs. Cost per acquisition breaks that marketing spend down and shows how much each customer is worth, and what you had to spend to get them.

The bottom line is, your marketing needs to be delivering a return on investment.

Having a plan in place will be vital to your success in 2019, you won’t get far without it and you don’t want to waste another year in the shadow of your competitors. Cover the fundamentals, ensure you give your marketing plan the time that it deserves. Don’t rush through it just because you’re keen to get started. Instead, take your time, arm yourself with the tools necessary and enjoy the process. I’m always free for a chat, whether you need advice with your marketing plan or you simply prefer to have it done for you, just reach out!

 

 

 

Understanding The Importance of Social Media Marketing

By |2018-08-23T17:07:28+00:00August 23rd, 2018|

Understanding The Importance of Social Media Marketing

With individuals spending up to 3 hours a day on social media platforms, it should be of no surprise when I say that Social Media is now one of the most crucial parts of a Digital Marketing Strategy. If you’re not utilising Social Media as part of your marketing strategy, you are missing out on an incredible marketing opportunity, as it makes it easy to spread the word about your product and mission.

Improved Brand Awareness

If your target demographic uses social media, you should be using it to target them. By having a strong and consistent presence on various social media platforms, you are ensuring that you are always front of mind for your potential consumers. Marketing efforts on social media will greatly increase your brand visibility and furthermore increase your customers’ user experience.

Reduced Cost

As far as advertising and marketing strategies go, social media marketing is probably one of the most cost-effecting ways of marketing your business. At the moment, even with paid social media advertising, it costs on average $2.20 to reach 1,ooo people. Yes, these people may not act on your ad or offer right away, but they are being exposed to your brand and when they’re ready to make their purchase, your brand will be a known contender.

Improved Brand Loyalty

When you have a social media presence, you make it easier for your customers to find you and connect with you. I know for a fact that I ‘Insta-Search’ labels and restaurants as soon as I hear about them. It’s the perfect opportunity to build a trusting relationship with your customers. Customer satisfaction and brand loyalty typically go hand in hand. It is essential to often engage with your customers and start developing a bond with them. Social media is not just limited to introducing your product, it is also a leading platform for promotional campaigns. A customer sees these platforms as service channels where they can directly communicate with the business.

Marketplace Awareness

One of the best ways to find the needs and wants of your customers without directly communicating with them is Marketplace awareness. By observing the activities on your profile, you can see customers’ interest and opinions that you may not have know otherwise if you didn’t have a social media presence. As a complementary research tool, social media can help you get information and a better understanding of your industry. Once you get a large following, you can then use additional tools to examine other demographics of your consumers.

Increased Traffic

One of the other benefits of Social Media is that it also helps increase your website traffic. By sharing your content on social media, you are giving users a reason to click-through to your website. On your social account, the more quality content you share, the more inbound traffic you will generate while making conversion opportunities.

SEO Rankings

Google’s algorithms keep changing and social media presence is becoming a vital factor in calculating rankings. It is no longer enough to simply optimize your website and regularly update your blog. Businesses sharing their content on social media are sending out a brand signal to search engine that speaks to your brand validity and integrity.

It not by chance that some of the strongest brands have an incredible social media presence. A strong and regularly revisited social media strategy will lead to increased traffic, better SEO, improved brand loyalty, healthier customer satisfaction and much more. Your competition on social platforms is increasing every day, don’t let them steal your customers. The sooner you start, the sooner you will see results, and lucky for you, I know exactly how to get it done – so reach out and I’ll be happy to help!

 

What is Influencer Marketing and The Brands Nailing It and Making Millions

By |2018-08-23T12:54:43+00:00August 23rd, 2018|

What is Influencer Marketing and The Brands Nailing It and Making Millions

Influencer Marketing is the latest buzz-term but what is it really and how does it work? First of all, it’s really nothing new! Influencer Marketing has been around for some years now, but recently it has become quite a hot topic because people are beginning to realise how powerful it really is! Particularly when you look at it as an alternative to traditional advertising methods that are too expensive and not as effective. If there’s one thing I’ve learned in the digital age, it’s that consumers don’t like to be transparently sold t0, therefore marketing messages are having less credibility each and every day.

There is no denying the endless ways that social media has transformed our world. It has broken down barriers for communication and has changed the way businesses grow and connect with their customers. Influencers are not a new concept. Brands have been using celebrities for years to endorse their products. However, now, social media influencers represent a whole new type of celebrity; one who is relatable and connected with their audience and can surpass the influence of the traditional celebrity.

How to do Influencer Marketing right?

The easiest way to engage influencers is to pay them. You are borrowing their credibility and familiarity to sell a product. This can be effective, particularly if you’ve done your homework! Good influencer marketing is centered on building sincere personal relationships with influencers and sharing useful, unique, exclusive or early information, making them feel a part of the brand.

One of the greatest concerns I hear from brands is in regards to determining which influencers to collaborate with and how much to pay them. My advice is to first find a group of micro and medium influencers that share the same target audience as your brand. There is no point in engaging influencers with thousands of followers that are not interested in your brand. Second of all, you need to segment your influencer list:

1,000 – 10,000 – Micro Influencer (higher engagement rate)
10,000 – 250,000 – Power Middle Influencer (mid engagement rate, high reach, experienced in dealing with brand collabs)
250,000+ – Macro Influencer (cult following powerhouses)

Micro-influencers are likely to not charge a fee for a post and instead take the product or service, power middle will generally have a fee (approximately $1000 per 100k followers) and the Macro Influencers are extremely expensive, but also extremely effective. Assess your budget and make a plan of attack!

Influencers will generally make their media kits / fees available upon request as well which will make the conversation easier. Before you make your final decision, consider the following:

– What is the potential ROI?
– What is the potential reach?
– Will you have usage rights (this means more photos for your brand)
– How does the above compare to other marketing efforts?

The brands making millions with Influencer Marketing

For the ones that will inevitably question whether it actually works, trust me when I say, if done right, it absolutely does.

Frank Body

The OG coffee scrub that everyone knows and loves. Frank Body began as a small start-up with very little marketing budget, in fact, not enough to see them engage in traditional marketing and advertising efforts. Instead, they turned to social media and micro influencers. They approached micro-influencers with free product and encouraged them to get involved on social media, posting photos covered in the scrub and tagging the #frankeffect – soon enough this snowballed, taking them from 0 to 350,000 followers within 12 months. In addition to the increased exposure, this initiative also provided user-generated content for Frank Body that they could use all over their social channels to further cement their presence and demand. The company now has over 1 million social media followers and has sold over 2 million Body Scrubs in 149 countries around the world, so I think it’s safe to say their Influencer Marketing Strategy worked!

Daniel Wellington

Perhaps one of the most recognized watch brands and best exampled of influencer marketing. Daniel Wellington started with a budget of $30k and focused it all on micro-influencers. They understood, back in the early days of Instagram, the power that it could harness. They also knew that 30k could not get them much in terms of traditional advertising, but could take them a long way with influencer marketing. They segmented their influencer by size and reach, some were simply gifted a watch and others were paid to collaborate. All were asked to offer their special code offering 15% off to their followers, which not only enabled them to offer more to their potential consumers but also enabled them to track the sales of the individual influencers. Fast forward 8 years and Daniel Wellington is a recognized name worldwide that is worth a whopping $228 million. This hasn’t slowed down their Influencer Marketing efforts by any means, in fact, they’ve aimed for bigger starts now working with the likes of Kendall and Kylie Jenner.

Influencer marketing takes time, dedication and focus, and it must be transparent and honest. A good influencer will speak about the good and the bad of your products. But they will do it in a way that is far more credible and useful than any ad could do.

When done right, influencer marketing is a multiplier: It leverages the reach, credibility, and salesmanship of a community of influencers to advocate your product to consumers, and it results in awareness, improved perception and action.

Talk to me today about how I might be able to help you drive your Influencer Marketing campaign!

 

 

 

 

 

 

 

 

8 Ways To Generate More Enquiries From Your Website!

By |2018-08-22T15:32:38+00:00August 22nd, 2018|

8 Ways to Generate More Enquiries From Your Website

It’s a tale as old as the internet itself, your website looks great, you’ve ensured it’s filled with great content and that it’s always current, in fact, you’d go as far as saying that it blows your competitors website right out the water – how and ever you just aren’t getting what you need from it. The enquiries or sales you need just aren’t coming through, so you sit there wondering whether anyone is even interested in what you’re providing.

Before you think of the doom and gloom, there is one thing you need to understand! Many websites are built to meet all the aesthetic requirements but not to convert browsers to buyers. This is why I have compiled a list of quick and easy changes you can implement to increase those conversions.

1. A stand out call-to-action button

Every small business needs to have call-to-action strategy. You will either want your visitors to request more information, make a booking, request a quote or simply shop. Whatever your call-to-action may be, ensure that it displayed prominently in the form of a button. You don’t want it to be easy to miss! Contrasting colours will make it more visible and easier for your customers to find.

Website screenshot with arrows pointing to call to acton buttons in the far right corner and in the middle

2. Include a contact form towards the bottom of your page

Long scrolling pages are the latest trend when it comes to web-design. It’s all about minimising the click-arounds and telling a story. At the end of this story, you should be encouraging your visitor to take action while you still have their attention. A simple enquiry form should do the trick. One with a name and email address mandatory so that you can start building your mailing list!

 

3. Optimise your enquiries and contact forms

While we’re on the topic of enquiry forms, there’s something we need to discuss. Far too many times I’ve been confronted with forms containing 15 or more fields. Let’s get one thing straight. Those forms won’t ever convert. People get disheartened just by looking at them! Your visitors will immediately class them as too time-consuming and move on. The lower the number of fields, the higher your conversion rate will be, so keep it to an essential minimum. What is the lowest amount of information you need to take action? A name and an email? Maybe a phone number?

The second most important part is to remove the word ‘submit’ from your vocabulary. Instead, use more descriptive and relatable worshippers such as, book your free consultation, request a free demo and request a quote. Your conversion rates could increase by up to 300%

 

4. Middle of the funnel content

It’s all good and great to focus on converting hot leads that are ready to buy now but remember that majority of your visitors may not be ready to convert yet and if you’re not providing non-sales oriented content for them, you missing out on a large % of future customers. This is where relationship building begins! Creating valuable and educational content builds trust with your visions and encourages them to interact with your brand, keeping your brand front of mind for when they’re ready to make their purchase. By educational and valuable content, I mean blogs, e-books, white papers, case studies, guides, infographics – the possibilities are endless!

 

blog content chain

 

5. Get friendly with videos

Videos are known to be the most engaging pieces of content. In addition to this, Google loves videos, which means that a website with videos has much higher chances of appearing on the 1st page of search. Landing pages with videos have a 30% lower bounce rate (people leaving immediately) and websites with videos manage to retain more visitors. Your videos should be short and concise, explaining the services or products you offer and adding personality to your brand.

 

6. Use Live-Chat

  1. It may not be possible for a lot of businesses, but if you’re serious about wanting to generate more leads and enquiries, live chat can definitely help.

    Live chat shouldn’t pop up as soon as a customer enters your website, nor should it pop up on every page – that makes it very time consuming and not as beneficial.

    To get the real benefits from live-chat, you want to:

  • Place it only on your ‘money-pages’. Your pricing pages, shop pages or request a quote pages.
  • Good live-chat software comes with a ‘nudge’ feature – you can program the live chat to open the chat invite window after a few seconds. I have found 4 seconds to be the winning number.

By inviting users to chat after a certain period of time (a) you’ve qualified them which means the chances of that live chat session amounting to something real is higher and (b) your visitors will view the invite as a useful tool rather than an annoying disruption which is the case with most websites that make use of live chat

 

7. Use responsive web design

If you haven’t heard of User Experience by now, it’s time for another lesson. Put simply, it refers to how easy and pleasing your website is to use. How simple is it for your customer to get what they need as efficiently as possible?

This starts with your website working perfectly on every single device. If it doesn’t you can lose up to 40% of potential traffic! The site should be responsive to your customers needs, whether that is finding more information on your products or services, contacting your business or simply checking out!

 

8. Experiment with your page headlines

You have to think of headlines as click-bait. Why do you read the articles that you do? Your headlines must draw your prospects attention and also highlight the problem you can solve for them. Headlines are never achieved in one go, they require a lot of testing a re-assessing, this is why it’s good to experiment. Another benefit of headlines and articles is that you’re getting your prospects to learn more about your offerings and therefore increasing your chances of getting their business.

All of the above points are just as important as the others! You must nail all the necessary elements of your website to increase your lead generation. If you would like some help in fleshing out the above strategies or even implementing them, I am always free for a chat. I have worked with many different businesses on successfully achieving the above goals, so feel free to reach out for some advice if it’s needed!

Why You NEED a Blog to Connect With Your Customers!

By |2018-04-15T18:36:42+00:00April 15th, 2018|

Why You NEED a Blog to Connect With Your Customers!

After my previous blog (6 Essential Tools You Need In Your Marketing Toolbox) I received a lot of questions about the individual tools and 80% of the questions were about blogging. Therefore, I decided to delve a little deeper and give you an understanding of why it is such a crucial tool!

Even if you happen to live under a rock, you would’ve heard by now that content really is King! Content is not a new concept, but it is increasingly working its way to the forefront of all digital marketing strategies. It is finally being recognised as a crucial element that reaps big rewards.

Content comes in many forms but blogging is the cornerstone of content marketing! It is the ‘magic pill’ that can open your business up to new opportunity almost immediately.

Why is blogging so important?

You’re probably thinking that there any so many other areas of your business that need the prioritised attention, but I will have to disagree. Blogging gives you the opportunity to become a thought leader in your industry (and yes, it applies to every industry)!

When you focus on creating unique, high-quality and completely authentic content that is also entertaining, informational, interesting and most importantly, useful – you start to build a foundation of consumers that trust you. And we all know that consumer trust is the most important thing to attain.

Female hands typing on a laptop keyboard. A open notebook is to her left with a cup of coffee and her mobile phone.

It boosts engagement!

When you publish a blog, it encourages users to engage with the brand, whether they’re aware of it or not. If the content is genuinely good, users will pause to consume the content, understand the brand message and perhaps even comment, like or share the piece. If you are providing your customers with valuable information, this adds value to your brand and it is extremely well received by your customers. The value doesn’t have have a direct monetary value, however it is invaluable to your business and the relationship between your brand and your consumers. Informational blogs may not drive immediate conversions, they do however immensely improve brand awareness in a way that leads to conversions and loyalty later.

It’s great for SEO

To put it simply, a unique and original blog post (do not plagiarise, it will not work), consisting of 300-500 words, internal links to other relevant pieces and relevant keywords, will assist your website in ranking organically for relevant keywords and search terms. A higher ranking will ultimately expose your brand to more digital consumers searching for content in your industry.

In saying that, in order for your blogs to rank highly, they need to be optimised for SEO and this is where expertise comes in. It includes using keywords and phrases in your heading that people will actually search for. There is no use ranking for a phrase that nobody will search! The phrases you use in your heading have to continue through-out your text. It’s all about relevance.

The easiest way to please Google is to aim to create the best possible page on the topic you’re writing about. Include images, quotes, infographics or statistics. Don’t fear that it’s too long as Google prefers pages with 1000+ words, and if they include your key words and phrases, well then you’ve produced quality content that Google will prioritise.

Formatting matters as well! There is nothing worse than clicking through to a page with small headings, what looks like an overload of text and no images. That there is a recipe for a high bounce rate (this means the visitor immediately leaves your page). You want to keep them there with;

  • Short paragraphs
  • Concise writing
  • Sub-headings
  • Numbered or bullet points (see what i did there)
  • Quotes from industry professionals
  • Relevant images

It generates new leads and sales!

It does this by driving traffic to your website and keeping consumers on the site for longer. For example, if your website just had a homepage and contact page, it would receive much higher bounce rates, limited page views and very little engagement. Whereas, if it had a blog packed full of engaging content, if would leave an impression on your consumers, encouraging them to interact with the site and visit multiple pages.

Blogging raises brand awareness and assists your brand in gaining authority in an already saturated market. This gives your brand great potential to generate new leads and increase sales as more consumers become exposed to your brand.

Your content should be less “salesy”  and  more educational. This gives consumers an opportunity to authentically engage with your brand without a blatant sales message disturbing the engagement. Pushing product-oriented content onto your consumers can have a negative effect on your relationship with them , whereas good editorial fosters the relationship as they move from consumer to customer to brand advocate.

I could probably write an entire book on why blogging is important for any business but I’ll save them for another time! If you would like to chat more about blogging for your business or if you would like to see me write about other topics, let’s chat via email – mina@minaimsi.com

Don’t forget that I can also give your business a FREE Digital Health Check, all you have to do is ask!

 

 

 

 

6 Essential Tools You Need In Your Marketing Toolbox

By |2018-03-14T17:07:04+00:00March 14th, 2018|

6 Essential Tools You Need In Your Marketing Toolbox

There is a myriad of marketing mediums available to businesses. The struggle lies in differentiating between those that are necessary for growth and success and those that are simply luxuries. As a small or medium business, you have to deal with larger and better-funded opponents, making your task of reaching your target consumer increasingly difficult. In this post I want to share some of the most effective and essential tools that will increase the effectiveness of your marketing strategies and send you on your way to consistent growth.

1. Social media strategy

Irrespective of what industry your business is a part of and what age-group your target demographic is, a social media strategy is essential. The social web is growing every day and older-user adoption is increasing, so you can scrap that excuse off your list. If you aren’t actively utilising relevant social platforms, you are losing the opportunity to connect with both existing and new customers. Your social media strategy should outline a different approach for each relevant platform. Below I will break down each platform and help you learn how to make the most of it for your business.

Facebook:

Lets begin with the platform that started the avalanche that is now better known as Social Media Marketing. To put it simply, the Facebook audience has more time up their sleeve. When individuals are on Facebook they generally have more than just a couple of minutes to spare. This means that they’re more open to reading, learning and interacting than they are on other platforms. Their key reason for Facebook usage is to connect with family and friends, so keep this in mind when trying to appeal to them and ensure that your brand fits into their atmosphere naturally. Don’t make is solely about selling! Facebook is great for more in-depth text and participatory conversations. Your best content will need an even balance of quality image, smart written context and an engaging call-to-action.

Instagram:

Facebook’s little brother in every sense of the word! A younger demographic, shorter attention span and more erratic behaviour. Instagram is hyper-stylised and focuses more on visual context rather than written explanations. Instagram users won’t read the long captions so don’t worry too much about about them! The ideal content for Instagram is short on text and heavy on aesthetic appeal. The platform is there to help you showcase your brand personality. The Instagram audience seeks inspiration and exploring new people, things and places, so treat your page like a moodboard that best represents your brand!

Twitter:

Twitter is a fast-paced, concise, and easy way to connect with your audience (provided that’s where your audience spend their time) The Twitter demographic is generally an older one, with majority of the users sitting in the 30-64 age group. When marketing on Twitter, you need to have content that is enticing enough for people to stop and click through. Quotes, statistics and questions relating to the link work best. In order to build your follower base, it is of utmost importance for you to engage with your audience and personalise your responses. Hashtags are your #keytool and they allow you to reach a wider audience by getting involved in existing conversations!

LinkedIn:

The largest social media network for professionals! You might think you have no place in it unless you’re in the corporate world, but you’d be wrong. While LinkedIn is one of the more important platforms for B2B businesses, B2C business can also reap its benefits. It is a great place to showcase your professional thoughts and company culture and I’ll let you in on a little secret…it’s fantastic for SEO. If you’re not sure where to begin with LinkedIn content, start with a conversation on what your business is doing differently and why you’re passionate about it!

Youtube:

It is common knowledge that videos are a lot more engaging and sharable than text content. Youtube gives you an opportunity to be an educator in your industry. An opportunity to be a voice on an important topic that furthers the education of your audience. This is why you have to ensure that there is purpose and value to what you’re posting and don’t skimp on quality! Shaky footage and muffled sound won’t have your consumers’ running back in a hurry!

2. You need a Blog

A blog should be at the heart of your content marketing strategy. One of the most important reasons is because it significantly improves your website’s SEO. Google has recently improved their algorithm to heavily focus on a website’s content and frequency of posts and updates, so if you’re falling behind with content so will your Google ranking! The other benefit of having a blog is that it’s content gives your customers and readers the confidence to trust you as an expert of your field. This enforces a stronger brand connection and encourages your readers to eventually become your customers.

3. Forms and a database

Here is one that is frequently overlooked. Whether you have a big or small database, the aim is to continue building it, and the only way to do so is via forms on your website. We’ve all seen them and some are definitely more annoying than others! You want to create simple, functional and attractive forms so that your chances of someone filling one out is at its highest. You’re also more likely to capture a customer if you entice them with an offer. Whether that be free content that they perceive as valuable or a special discount code for your product, your chances of form submissions increase!

4. Email Marketing

Whoever said Email Marketing is dead, was wrong! In fact, it’s not even asleep, it is very much awake and thriving. It is still a more effective tool than social media when it comes to customer acquisition. Email marketing is important for building relationships with prospects, leads, current customers, and even past customers because it gives you a chance to speak directly to them, in their inbox, at a time that is convenient for them. The best part about it? It’s completely measurable! There is no guesswork; you can track who opened it, which links got the most clicks and who unsubscribed. It gives you a complete picture of the success of your email campaign and allows you to make adjustments and improve it’s effectiveness.

5. Behavioural Remarketing

We’ve all had that moment of ‘why is that pair of shoes I looked at yesterday now following me around the internet and making it impossible to look away?’ You can thank or blame Behavioural Remarketing. It is a form of online targeted advertising by which, said advertising is targeted at consumers based on their previous internet actions. The aim is to re-engage the consumers who looked at your website! It plays a major role in raising brand awareness, the end result isn’t always a short-term direct conversion. It also creates an illusion of grandeur; you will start to hear comments like ‘I see your ad’s everywhere’. This has your customer believing that you’re running a million-dollar ad campaign when all it is, is some retargeting at play.

6. Google Analytics

Google Analytics is the best free web and social media analytics product on the market and it just keeps getting better! It allows you to track and evaluate the success of all of the other tools above. You can monitor the effectiveness of your online marketing strategies, onsite content, user experience, and device functionality. All this data shows you what is working and more importantly what isn’t! It gives you the opportunity to improve any identified issues and get the most out of your digital strategies.

 

We understand that the above information can be a little overwhelming, or perhaps you simply don’t have the time to invest into doing it all properly! That is why we are always available to help you out. Whether you want to do it yourself but you just need some guidance to get you started, or you simply want to hand it all over to someone else and not worry about it, we can accommodate! Get in touch with us today for your FREE Digital Assessments and take the first step towards achieving your business goals!

6 Marketing Mistakes Businesses Must Avoid Making In 2018

By |2018-02-12T15:34:25+00:00February 11th, 2018|

women's hand holding gold pen, hovering over marketing notebook, writing a marketing strategy

6 Marketing Mistakes Businesses Must Avoid Making in 2018

Small business owners are beginning to understand the importance of the digital world and social media marketing. It’s no secret that marketing is likely to become much more analytical and broad over the next 12 months. Businesses that use social tools as part of their marketing strategy and track their leads will make the biggest strides over their competitors. Despite this fact, there are still common and avoidable mistakes that are being made. I decided to identify some of the most common ones that I have seen keep many businesses from seeing marketing success.

1. Not knowing your audience

Many small businesses run marketing and advertising campaigns on a regular basis without having a grasp on their customer personas. If you don’t know who your ideal customer is, then you don’t know what it’s going to take to motivate them to become your customer! This leaves you targeting the wrong demographic, with a generic message that doesn’t appeal to anybody.

The most important part is identifying your audience personas and developing key messages and campaigns for each one. This might sound like a lot of work, but it is only done once and then utilised throughout your business for years.

2. Not having a content marketing strategy

Content marketing is currently your hottest ticket to rising above the noise! It gives businesses an opportunity to tell their story and to become an authority on their subject. Being an authority is vital as it builds trust and trust is something that customers make purchasing decisions on. If you’re giving out advice, sharing engaging stories and information that is of genuine use or interest, you build a tightly connected community of customers who are loyal to your brand.

Not to mention that good quality content is now a necessity for SEO. Long gone are the days of writing poor quality, keyword-loaded copy on websites and blogs. Context, meaning and genuine, quality writing is what search engines are crawling your website for.

3. Ignoring new technologies

The most successful companies leverage every marketing channel they can. You can’t stick the same old platforms and strategies and then wonder why you’re not reaching your audience. Change is inevitable and your strategies have to follow and reflect this. The digital world is constantly evolving and businesses need to adapt in order to connect with their audience. Studies show that retailers that took advantage of multiple channels were more profitable than those utilising only a single channel, so now is the perfect time to expand your reach!

4. Not following the 80/20 rule

When I talk about the 80/20 rule, I don’t mean 80% diet and 20% exercise, although that appears to be the golden ratio too! I’m talking about the Pareto Principle. Whether your focus is content marketing, social media or email marketing, 80% of your effort should be spent on providing value to your audience, leaving 20% of your effort for promotional activity! This will help to keep your audience engaged, while building a long-term relationship.

5. Ignoring retention marketing

Sometimes it’s easy to get carried away with the goal of attaining new customers and in the process put customer retention efforts on the back burner. This needs to change quickly! Retention marketing should be at the back bone of your strategy because it’s always easier to sell to someone you’ve built a relationship with. It’s also much more profitable to sell to existing customers with the selling probability sitting at 60-70% versus the 5-20% range of selling to new customers. Loyal customers become brand ambassadors, so re-invest in marketing back to them!

6. Not prioritising your philosophy

This is the single biggest mistake I have seen small businesses make. Not paying enough attention to the message you are crafting and sending out to your audience about your brand can be detrimental. You need to carefully think about how you want to be perceived by this group of people that knows nothing about you. What does your brand stand for? What are it’s values? And, why is it the best option for your consumer? This message needs to be present across your entire business because when it comes to marketing, it’s not just the channel that matters: it’s also the message.

If you think you might be making some of the mistakes above or you want to see how well you score on our digital test, contact us today!

Welcome to my creative world

By |2018-01-22T10:46:01+00:00January 11th, 2018|

Brunette girl standing in front of a creative graffiti wall. She is wearing a white blouse and carrying a black bag on her shoudler. She is smiling and looking directly into the camera.

Welcome to my creative world!

Branching out to get creative and do what you’re passionate about can be scary yet so rewarding at the same time. With the ever changing and growing marketing industry, I decided it was time we offered more. More personality, more drive and more dedication to understand what is truly necessary for growth and success.

Some things you ought to know

I am excited to finally launch what I have been working on for some time now. Those who know me know that I have always been fascinated by the psychology behind marketing and what truly drives consumer behaviour and trends. They also know that my brain is always ticking and thinking up ways to put a new spin on the old. I have spent my postgraduate career cutting my teeth in several marketing and PR environments. Ranging from internal corporate to agency creative. My pre university days were spent in the fashion industry where I got to see things a little more intimately. It gave me an opportunity and almost an advantage to understand how the wheels turn behind the scenes, and what it really takes to get the final message out to consumers. One thing I knew then and still know now is that I always loved being a part of the creative process and I took such joy in seeing it all come to life.

Why the sudden change?

Over the years of working in different environments, there was one thing in particular that really stood out to me. Whether I was part of an internal team, or part of an agency providing several services, corners were consistently being cut and passion was out the door. Internal marketing teams were generally too short of staff to execute what was really necessary, and big agencies seemed only to be interested in big dollars and bigger campaigns. The personal touch and true brand understanding was lost. This is one of the main reasons I decided to go out on my own. The favourite part of my job was getting creative and understanding the brand I was working with, but in reality I never really got a chance to get immersed in anything I did.

 

For me, a successful marketing campaign takes time and cannot be maximised if the most important elements are scattered across different departments or outsourced to several freelancers. Stories are only told well when strategy, creative, digital and communications all live under one roof. This is exactly why I have made them all roommates. I wanted to create a one-stop shop for brands for everything under the marketing umbrella. From branding and web design, social media marketing and advertising, content creation to SEO and SEM. We have a small but multitalented team to keep all bases covered. What sets us apart is that we always have and always will, put people first. We’re passionate about the work we produce and have built our brand on quality. Working with brands both big and small, there is no end to our imagination or our hard work.

What I hope to achieve?

I started this venture because I wanted the freedom to let my greatest asset roam free, my creativity and passion. I wanted smaller businesses to have the opportunity to grow and be noticed, without spending astronomous amounts. Along the way, I crossed the paths of a few people who shared my views. Extraordinarily talented people, who wanted to give a little more. I hope to continue to grow and work with like minded brands and individuals, raising the bar, achieving the impossible and inspiring them to push their limits.

If you like the way we think and you want to get it touch. Contact us today!