ReportWire

Tag: Social Media Marketing

  • 5 Ways to Elevate Your Business With Social Proof | Entrepreneur

    5 Ways to Elevate Your Business With Social Proof | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In today’s highly competitive coaching and info-product industry, building trust and credibility is essential to stand out from the crowd and dominate your market. Amidst the noise and saturation, social proof is a powerful tool that can help you establish your reputation, eliminate objections and inspire confidence in potential customers.

    In this article, we will explore the significance of social proof and delve into effective strategies, such as testimonials, case studies, influencer collaborations and other techniques, specifically tailored for direct-response marketing and coaching business owners, to help you harness its power and achieve unrivaled success.

    Related: 5 Psychological Reasons ‘Social Proof’ Beats Everything Else in Marketing

    1. Testimonials: Real stories, real results

    Testimonials are the lifeblood of social proof, offering tangible evidence of the value and impact your coaching or info-products have on your clients’ lives. Encourage satisfied customers to share their success stories, highlighting the transformation they experienced through your offerings. Incorporate authentic testimonials on your website, sales pages and social media platforms. The more specific and relatable the testimonials, the more they resonate with potential customers, building trust and credibility.

    For example, consider showcasing testimonials that not only highlight the outcomes achieved but also the challenges faced and how your product or service helped overcome them. Stories that capture the emotions and journey of your clients have a profound effect on prospects, creating a sense of connection and motivation to take action.

    2. Case studies: Demonstrating real-world results

    Case studies take social proof a step further by providing detailed accounts of how your coaching or info-products have helped clients achieve their goals. These in-depth analyses showcase the challenges faced, the strategies employed and the measurable outcomes obtained. By presenting a clear narrative of success, case studies give potential customers a glimpse into what they can achieve by working with you.

    When crafting case studies, focus on highlighting the specific tactics, methodologies or unique aspects of your approach that led to the desired results. Incorporate visuals, data and testimonials within the case study to create a comprehensive and compelling story. Sharing these success stories not only builds trust and credibility but also demonstrates your expertise and positions you as a leader in your field.

    3. Influencer collaborations: Leveraging authority and reach

    In the digital age, influencers hold significant sway over consumer behavior. Collaborating with influential figures in your industry can exponentially boost your social proof and widen your reach. Identify key influencers who align with your values and target audience. Seek opportunities to collaborate on joint projects, guest appearances or endorsements.

    For example, consider inviting an influential coach or expert to contribute to your blog or podcast, co-create a workshop or webinar or provide a testimonial for your offerings. Their endorsement and association can create a ripple effect, amplifying your credibility and attracting a larger audience. Ensure that the collaboration is genuine and mutually beneficial to maintain authenticity and trust.

    Related: 4 Ways to Leverage Social Proof to Grow Your Business Online

    4. User-generated content: Empowering your community

    User-generated content (UGC) is a potent form of social proof that involves harnessing the content created by your satisfied customers and followers. Encourage them to share their experiences, insights and success stories across social media platforms using branded hashtags or by tagging your business. UGC adds authenticity and credibility to your brand while fostering a sense of community.

    Consider running contests, challenges or spotlight features to encourage UGC creation. This not only generates valuable content but also inspires others to take action and become part of your growing community. Repost and share UGC on your own platforms, giving credit to the creators and expressing gratitude for their contributions.

    5. Industry awards and recognitions: Establishing authority

    Industry awards and recognitions are external validations of your expertise and accomplishments. Apply for relevant industry awards, and showcase the recognition you receive. Whether it’s being featured on “Top Coaches” lists or winning accolades for your info-products, these achievements bolster your credibility and differentiate you from your competitors.

    When promoting industry awards, share the story behind the recognition, the criteria for selection and the impact it has had on your business and clients. Incorporate award badges or logos on your website and marketing materials to visually reinforce your authority.

    In the crowded coaching and info-product industry, building trust and credibility is essential to thrive and surpass your competition. By leveraging the power of social proof through testimonials, case studies, influencer collaborations, user-generated content and industry awards, direct-response marketing and coaching business owners can establish an unshakable reputation and dominate their market.

    Remember, social proof not only helps you eliminate objections and inspire confidence in potential customers but also cultivates a thriving community of loyal supporters. Embrace these strategies, empower your clients to share their success stories, and watch as your business soars to new heights, leaving a lasting impact on the lives of those you serve.

    Related: Need to Establish Trust With Your Audience? Leverage Social Proof.

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    Rudy Mawer

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  • 4 Recession-Defeating Marketing Strategies | Entrepreneur

    4 Recession-Defeating Marketing Strategies | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    As a marketing exec (and someone who works with dozens of other marketing execs to grow their brands), I am bone-tired of hearing about marketing in a recession.

    I don’t mean to minimize the challenges we’ve all faced over the last year-plus; my team has seen them firsthand, and the fact is that consumer confidence remains low (possibly because everyone’s been hearing about recession fears for months). But I think it’s time to change the narrative and start planning for life when marketing budgets recover.

    What’s telling me it’s time? A few things.

    First, despite what you may have heard if you’re in the tech echo chamber, the world didn’t end when SVB went out of business; in fact, if you look at the last year of the New York Stock Exchange numbers, SVB looks like a pothole on the road to recovery from October 2022.

    Second, unemployment remains extremely low: 3.5% as of March 2023.

    Third, as I write this, the inflation rate in the U.S. is 4.98%, the lowest it’s been in nearly two years.

    Fourth, and this is admittedly only important to marketers, one of the most powerful ad platforms out there (Facebook) is getting its mojo back at levels approaching the pre-iOS14 days, thanks in part to the success of its AI-driven Advantage+ audience targeting.

    I am an admitted optimist, but I think combining those factors is reason enough to start planning for a rosier advertising picture. Let’s dive into exactly what that means.

    Related: Why You Should Maintain (or Even Increase) Your Marketing Budget in a Recession

    1. Optimize your immediate profit picture

    The first thing you want to do (which I would tell you in any kind of economic climate) is to get the absolute most out of your current and about-to-be customers. In other words, maximize your average cLTV (customer lifetime value).

    This might include upsells, retention strategies like membership clubs and exclusive discounts, upgraded and more frequent account check-ins, etc. Invest in learning what works to keep your customers happy and purchasing now, and you’ll build mental muscles and actual tools and processes to carry forward. (A huge bonus: you’ll get more revenue without much incremental marketing spend.)

    2. Test to find new areas you’ll be able to leverage

    The next biggest priority is to test: new strategies, new advertising channels and new functionality within existing advertising channels.

    New channels can give you lower-cost growth if you’re struggling to improve CPA (cost per acquisition) on your current channels, presumably starting with Google and Facebook.

    New features on existing channels, like the Advantage+ above on Facebook and Performance Max on Google (the jury’s still out on the latter), are extremely important to analyze now. Learning the strengths and limitations of features the major channels are doubling down on — especially those that leverage AI, which is getting more powerful by the day — is essential.

    As for strategies, leaning into AI, in general, is one I would recommend now, and that recommendation won’t change if the economy takes a downward turn. From media mix modeling to creative production (video, copy, images, etc.) at scale, AI is already providing ways to bring low-cost sophistication and depth to marketing campaigns.

    Related: The Future Founder’s Guide to Artificial Intelligence

    3. Open the top of your funnel with creative

    I still hear many marketers segment brand marketing from direct-response marketing. Still, I don’t make that distinction because you should always be marketing your brand, even in the most conversion-oriented ads. That said, this is a time to invest in storytelling — starting with tests that help you confirm or refine the messaging and creative resonating with your core audience’s needs and desires.

    After all, there’s no better time to build creativity yourself and/or on a budget. Use AI tools like Jasper, Canva, Design.ai and even ChatGPT; test a range of micro-influencers to gauge the effectiveness of styles and messaging. (By the way, don’t be surprised to learn that kids on TikTok are more effective in today’s digital landscape than the highest-paid brand marketers could be.)

    The other factor here is that good, on-brand creative can help bring new users into your purchase funnel even if they don’t buy right away. That may be an especially cost-effective ploy right now as advertisers remain hesitant to spend where they don’t see an immediate return. We’re seeing great ROI for brands willing to spend on lower-cost engagements like link clicks, which I recommend you test before competitors catch on.

    Related: 6 Proven Business Marketing Strategies to Grow During a Recession

    4. Don’t forget the fundamentals

    Even if you focus on the above and start to see immediate returns, don’t stray too far from proven strategies. Cut inefficiencies where you see them, and don’t make big investments without knowing how you’ll define or measure success. If you’re suspicious of long-term hiring commitments, even in a landscape with lots of incredible talent looking for marketing work, explore the idea of freelance or contract work to get traction before investing in full-time positions.

    Above all, keep an eye peeled for growth vehicles. Where efficiency gains have been the name of the marketing game for a few quarters now, I’m betting the ability to recognize opportunities to go on the offense is about to pay dividends.

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    Bryan Karas

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  • Brand Visibility Is the New Currency. Here’s How to Generate It. | Entrepreneur

    Brand Visibility Is the New Currency. Here’s How to Generate It. | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    As the economic climate continues to fluctuate and uncertainty prevails, the only thing startup founders should be doing is ensuring their survival. In a downturn, having solid financials is not enough — you need to be visible. Without effective visibility and publicity, even the most profitable and financially healthy companies may struggle to attract the attention of potential investors.

    In more prosperous times, startups could often capitalize on the market as VCs are flush with capital. However, with funds harder to come by, founders must actively seek ways to create a halo effect, induce FOMO (fear of missing out) and signal they’re a worthy investment.

    Time and time again, visibility has proven to be tied to positive financial outcomes and success. I’ve been asked by many founders how they can generate visibility successfully and quickly, and here are my tips.

    Related: How to Increase Your Visibility Online and Attract More Clients

    Build in public

    Stay connected with your community and consistently update them on your progress. Leverage every single channel in your arsenal (Twitter, LinkedIn, Instagram and TikTok if relevant) to create consistent excitement around revenue traction, noteworthy achievements or milestones and unique insights you’ve gained while building your business. Challenge yourself to post two to three times per week across all channels. Don’t decide between channels — in 2023, you have to execute on all of them. Consistency is key.

    Don’t forget to highlight your team. Investors should be able to see a strong, capable team behind any startup, not only a leader. I most like the combination of seeing practical tips, insights from team building and team celebrations together with transparent metrics that showcase the direction of the business.

    Craft a ‘David vs. Goliath’ narrative

    Who is the incumbent in your industry? Challenging the market leader is a high-reward strategy for generating visibility. By taking a contrarian stance or disagreeing with industry giants, you can get a reaction out of investors and other stakeholders and get them to pay attention. Leverage the power of controversy to differentiate yourself from the competition.

    For example, You.com is an artificial intelligence search engine that’s positioned themselves as taking on Google and Microsoft in the current AI arms race and has gotten a lot of attention as a result of it. Sam Altman’s contrarian tweet on the role of VC generated almost two million views and got the attention of Vinod Khosla, Paul Graham, Alexis Ohanian and others. Elon Musk is marred in controversy every day but the reality is that people care about his actions.

    Work with unexpected niche influencers

    Rather than relying on traditional paid campaigns, which can be expensive and often have limited impact, partner with emerging artists and niche influencers to create more creative and engaging content. Louis Vuitton is a stellar example — its recent collaboration with artist Yayoi Kusama was wildly successful as much as it was unexpected, marrying the fashion house’s iconic LV logo with Kusama’s signature bright polka dots. It was worn by celebrities and enabled both brands to tap into new audiences. I’m surprised tech brands aren’t doing similar collaborations.

    My advice is to find emerging artists and creatives that are relevant to your niche. Work with them on a campaign or co-host events, dinners and other experiences to showcase your company in an engaging way. I recommend that most campaigns combine a strong collaboration with surprising but relevant influencers together with a top media outlet writing an exclusive.

    Related: How to Skyrocket Your Business to the Top With Thought Leadership and Visibility

    Focus on educating consumers

    When you help consumers become smarter, they’ll never forget it. Helping your customers learn and grow will help you create a loyal community that organically spreads the word about your company on social media. Provide educational resources, host workshops and create interactive experiences.

    For example, Skye, a leadership coaching marketplace, recently hosted their Limitless Summit; speakers included the CEO of Myers Briggs, CEO of Handshake, Meta’s director of global L&D, VCs and executive coaches who did workshops on navigating conflict, cultivating culture at scale, the physiology of brain health and wellbeing, building transformational companies and more. By educating consumers and thereby building a meaningful community with high stickiness, this has helped the company attract investors who are not only looking for financial returns but also to support companies that are making a positive impact in the world.

    Dress to impress — Go for an unexpected design

    Go for an unexpected design when it comes to external-facing materials, whether it’s your website, pitch deck, marketing collateral, social media posts and others. Specifically for investors, your pitch deck is often the first point of contact. Alongside a fantastic team and promising traction, a visually striking and creatively designed deck and website are sometimes the deciding factors on whether I take a meeting.

    Consider incorporating bold colors, interactive elements and intuitive navigation to create an engaging user experience that reflects your brand’s personality. Remember, in a downturn, standing out is crucial and an unexpected design can be the catalyst that draws investors and customers in.

    Related: 7 Shortcuts to Build Early Visibility For Your Brand

    Get out of your bubble

    Host events and invite people from unexpected diverse backgrounds to participate in captivating discussions. By inviting speakers and attendees who may not typically be part of your industry or network, unexpected magic can happen. It’s not as hard as you’d think: imagine bringing together artists, scientists, actors, photographers and lawyers all together at the table with technologists for a dynamic exchange of ideas and cross-pollination of knowledge. This can lead to new opportunities for collaboration and growth and, most importantly, for inspiration and insights that you’ll be remembered for.

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    Masha Bucher

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  • The Rise of Nano-Influencers: How the Smallest Voices are Making the Biggest Impact | Entrepreneur

    The Rise of Nano-Influencers: How the Smallest Voices are Making the Biggest Impact | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Social media influencers have become a powerful force that shapes consumer behavior and drives sales. With their large followings and engaging content, influencers are often seen as the go-to source for product recommendations and lifestyle inspiration. However, a new type of influencer is gaining increasing popularity — the nano-influencer.

    We’ve been following influencers for a decade, and in the beginning, it was a common belief that the bigger an influencer is, the more beneficial it is for a brand to collaborate with them. Eventually, though, it became obvious that mega- and macro-influencers can’t reach each and every audience there is. Also, they are inaccessible to smaller businesses with limited marketing budgets.

    One more reason behind the rising impact of nano-influencers is that social media users have started to trust big influencers less since people have become more aware of the ways influencer marketing works. Besides, there were some cases when mega- and macro-influencers jeopardized the trust of their audiences by false promotional promises, so their followers have turned more cautious towards the information that they spread.

    Related: 5 Things You Should Know Before Collaborating With An Influencer

    Who are nano-influencers?

    There are various definitions of a nano-influencer. However, the difference lies mainly in the number of followers a nano-influencer should have. The lower threshold usually starts with 100 to 1,000 followers with the maximum amount reaching 5,000 to 10,000 followers.

    Nano-influencers are everyday people who have built a small but dedicated following around a particular passion or interest. Unlike traditional influencers, nano-influencers are not celebrities or industry experts. Rather, they are relatable and authentic, with a strong sense of community and trust among their followers.

    Why they are so impactful?

    In 2017, Stackla surveyed 2,000 adults in the U.S., U.K., and Australia to find out that 86% of them found authenticity highly important for a brand. At the same time, it turned out that consumers can tell authentic user content from content created by a brand and 57% of them don’t see brands’ content as authentic.

    So, it seems that content created by consumers is going to be received better than content created by a brand. It is one of the reasons why nano-influencers are impactful.

    Nano-influencers are also seen as more authentic and genuine than other types of influencers. They are not seen as being motivated solely by money or fame, but rather by their passion for their niche and their desire to share their knowledge and experiences with others. This authenticity and genuineness are highly valued by their followers and make them more likely to trust their recommendations.

    Also, due to having fewer followers, nano-influencers are capable of building better and stronger connections with the community around them. They may even be friends, family members, or acquaintances with their followers who share a common interest or passion.

    Nano-influencers get highly engaged with their followers and respond to comments and messages and ask for feedback. Because of this, they are viewed as relatable and trustworthy. They are not seen as celebrities or influencers who are paid to promote products. Research shows that even though nano-influencers’ posts have less reach than that of micro-influencers, their content has a higher engagement rate.

    Another reason nano-influencers are so influential is that they have a niche audience. They often focus on a specific topic or interest, and their followers are interested in that niche as well. This means that when a nano-influencer recommends a product or service, it is more likely to be relevant and useful to their followers.

    Related: The Unexpected Rise of Micro-Influencers and Their Impact on Marketing

    Why collaborate with them?

    Since nano-influencers have a more engaged following and are able to reach out to narrow niches and narrow audiences, they are a great asset for any business. Being seen as more authentic, their involvement with any product is going to be perceived in a more positive way by their followers.

    Moreover, they are more cost-effective since they are often ready to make a post in exchange for free products or charge less than macro-, mega- and mid-tier influencers while having higher engagement rate. So, nano-influencers are an awesome marketing opportunity for small businesses relying on moderate marketing budgets. Especially if they collaborate with local nano-influencers to save money on shipping of their products.

    Nano-influencers are a must for brands that work within a narrow niche or want to reach out to a narrow audience. They help to get branded content to people who are not interested in celebrity influencers or aren’t ready to trust these social media stars.

    Moreover, nano-influencers are highly efficient when mass advertising is needed because a group of nano-influencers is capable of delivering stronger results than a big influencer can produce for the same amount of money. Social media celebrities are better when the task is to boost a brand’s image but they don’t perform as well as nano-influencers when it comes to conversion.

    As a marketing opportunity, nano-influencers may become the new black among marketing professionals. Especially now, when the world is going through an economic recession mixed with people reevaluating many aspects of their lives and being more conscious towards what celebrities have to say. Brands can find a lot of advantages in working with nano-influencers since they are more cost-efficient and are seen as more trustworthy by users.

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    Yauhen Razhko

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  • Take Your Social Media Earning Potential Sky-High With This $79.97 Quadcopter | Entrepreneur

    Take Your Social Media Earning Potential Sky-High With This $79.97 Quadcopter | Entrepreneur

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    Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

    By recent projections outlined by Oberlo, the social media commerce market is expected to reach $2.9 trillion by 2026. If you want to grow your e-commerce business using social media, it may be important to show off your products from new angles and advertise the positive work culture with fun team get-togethers that capture the spirit of the Father’s Day season. It could even make a great gift for Dad if he’s into taking great photos or flying a remote-controlled gadget.

    A beginner-friendly drone that may be a wise investment at this stage is the Global Drone 4K Platinum Version for $79.97 (reg. $119) until June 11.

    Grow your social media business with the help of a drone.

    Whether you want a new angle on one of your products or an action shot of a job well done, this drone could be the way you do it. The Global Drone comes with a 4K HD Camera you can use to get a live view from above streamed directly to your phone. Snap photos or record videos as you zip, flip, and roll through the air.

    If your business is running a company event outside, make sure to snap a few sky-high photos for your social media. You could even fly your drone from the comfort of a shady tent during a Father’s Day picnic. Activate altitude hold mode if you want a steady shot from above.

    The Global Drone is beginner-friendly and has simple controls, so you (nor your dad) don’t need to be an expert to use it. Just charge the 1,800mAh battery and hit the button for one-key take off. Once you’re airborne, you can use the controller or your phone to direct your flight. If you want to increase your speed, just switch to a quicker flight mode. Once it’s time to land, hit the one-key landing button and fold your drone for storage.

    Invest in a drone for your business or gift one to Dad.

    Whether you want to increase your potential posts on social media or give your dad a great new hobby, then the sky’s the limit when you have a quadcopter.

    During the Father’s Day sale until June 11 at 11:59 p.m. Pacific, get the Global Drone 4K Platinum Version on sale for $79.97 (reg. $119). No coupon code required.

    Prices subject to change.

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    Entrepreneur Store

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  • How to Master the Art of Persuasion in UI/UX Design | Entrepreneur

    How to Master the Art of Persuasion in UI/UX Design | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Persuasion in UI/UX design refers to the intentional use of design elements, techniques and psychological principles to influence and encourage users to take specific actions or make desired decisions. It involves crafting the user experience in a way that motivates and convinces users to engage, convert or adopt a particular behavior.

    Persuasive design aims to create a seamless and compelling user journey by leveraging visual, interactive and informational cues that guide users toward desired actions or outcomes. The ultimate goal is to nudge users towards a positive experience, conversions or achieving their goals while aligning with the business objectives of the product or service.

    Related: The Power of Persuasion: Using Brain Science to Get Users to Act

    9 powerful techniques for creating a persuasive UI/UX design

    1. Clear and compelling calls-to-action (CTAs):

    Calls-to-action are essential elements in UI/UX design that prompt users to take specific actions. To make CTAs persuasive:

    • Design visually prominent and attention-grabbing CTAs that stand out from other elements on the page.

    • Use action-oriented language that clearly communicates the desired action and its benefits.

    • Incorporate persuasive elements such as urgency, exclusivity or incentives to encourage immediate engagement.

    2. Visual hierarchy and information presentation:

    The visual hierarchy and presentation of information greatly influence user engagement. To optimize this:

    • Guide users’ attention through the effective visual hierarchy by arranging elements based on their importance and relevance.

    • Use visual cues such as colors, size and positioning to emphasize important information and guide users’ focus.

    • Present information in a clear, concise and scannable manner to facilitate quick understanding and decision-making.

    3. Social proof and social influence:

    Leveraging social proof and social influence can significantly impact user behavior. Consider the following techniques:

    • Showcase testimonials, reviews and ratings to establish credibility and trustworthiness.

    • Incorporate social sharing buttons and recommendations to encourage users to share and engage with the content.

    • Highlight user-generated content and success stories to create a sense of community and validation.

    4. Personalization and tailored experiences:

    Personalized experiences can enhance user engagement and satisfaction. Consider the following strategies:

    • Utilize user data to deliver personalized content, recommendations or product suggestions.

    • Create adaptive interfaces that adjust based on user preferences and behavior, providing tailored experiences.

    • Customize interactions based on user demographics, past behavior or stated preferences to increase relevance and engagement.

    5. Gamification and interactive elements:

    Gamification techniques can make the user experience more enjoyable and engaging. Consider the following approaches:

    • Incorporate game-like elements such as progress bars, badges or rewards to motivate users and create a sense of achievement.

    • Reward users for specific actions or milestones to encourage continued engagement and completion of desired tasks.

    • Create interactive and immersive experiences through interactive quizzes, challenges or interactive storytelling.

    6. Persuasive copywriting and microcopy:

    The language and copy used in UI/UX design play a vital role in influencing user behavior. To make copy more persuasive:

    • Craft compelling headlines and taglines that communicate value and capture user attention.

    • Use persuasive language that focuses on the benefits and outcomes users can expect.

    • Optimize microcopy, such as button labels or form field instructions, to guide users and reduce friction in the interaction.

    7. Scarcity and urgency tactics:

    Creating a sense of scarcity and urgency can prompt users to take immediate action. Consider the following tactics:

    • Highlight limited-time offers, exclusive deals or limited availability to create a sense of scarcity.

    • Incorporate countdowns or timers to instill a sense of urgency and encourage prompt decision-making.

    • Communicate the potential loss or missed opportunities if users do not take action quickly.

    8. User feedback and social engagement:

    Engaging users and encouraging feedback can foster a sense of community and increase user involvement. Consider the following strategies:

    • Provide channels for users to leave feedback, suggestions or comments on the interface or content.

    • Foster social engagement by incorporating interactive features such as comments, forums or user-generated content.

    • Leverage user-generated content to showcase real-world examples and create a sense of authenticity and trust.

    9. Ethical considerations in persuasive design:

    While employing persuasive techniques, it’s crucial to maintain ethical standards. Consider the following ethical considerations:

    • Balance persuasion with transparency and honesty, clearly communicating the intentions and outcomes of user actions.

    • Ensure inclusivity and accessibility in design, considering diverse user needs and abilities.

    • Respect user autonomy by providing clear choices and options, avoiding manipulative tactics.

    Related: What Makes Copy Persuasive?

    Case studies of successful companies that use persuasive UI/UX design

    Case study 1: Slack’s onboarding process

    Objective: Increase user adoption and engagement during the onboarding process.

    Description: Slack, a popular team communication platform, implemented a persuasive onboarding process to effectively engage and retain users. They incorporated gamification elements by guiding users through a series of interactive tasks and providing rewards for completing them. Users were prompted to invite team members, set up channels and explore various features. Progress indicators and positive reinforcement messages were used to create a sense of achievement and progress.

    Results: Slack’s persuasive onboarding process led to higher user engagement and faster adoption rates. Users felt motivated to complete the tasks, resulting in improved activation and retention rates. The gamified approach encouraged exploration and understanding of the platform, making it easier for users to integrate Slack into their workflow.

    Case study 2: Duolingo’s language learning app

    Objective: Motivate users to consistently practice language learning and retain their interest.

    Description: Duolingo, a language learning app, implements persuasive design techniques to encourage users to regularly engage with the platform. They use progress bars and streak counters to visually represent users’ learning progress and maintain a sense of accomplishment. Duolingo incorporates social elements by allowing users to compete with friends and share achievements. Additionally, they employ notifications and reminders to nudge users to practice daily.

    Results: Duolingo’s persuasive design strategies have been highly successful in driving user engagement and retention. The visual progress indicators and social elements create a sense of community and motivation, leading to increased usage and consistent practice. The app’s addictive nature keeps users coming back for more, resulting in long-term retention and improved language learning outcomes.

    Case study 3: Airbnb’s booking flow

    Objective: Increase conversion rates and encourage users to complete the booking process.

    Description: Airbnb, an online marketplace for accommodation, implemented persuasive design techniques to streamline their booking flow and reduce user drop-offs. They optimized the form-filling experience by using auto-fill suggestions, reducing friction and saving users’ time. They strategically placed trust signals, such as verified reviews and secure payment logos, to instill confidence in users. Additionally, they utilized scarcity principles by displaying limited availability for highly demanded listings.

    Results: Airbnb’s persuasive design approach in their booking flow led to significant improvements in conversion rates. The streamlined form-filling process reduced user frustration and increased completion rates. By employing trust signals and scarcity tactics, they enhanced users’ trust in the platform and urgency to make a booking, resulting in higher conversion rates and revenue generation.

    These case studies highlight how persuasive UI/UX design can positively impact user behavior, engagement and conversions. By employing techniques such as gamification, progress indicators, social elements and trust signals, these companies have successfully influenced user actions and achieved their desired outcomes.

    Related: 3 Ways to Use the Power of Persuasion in Your Marketing

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    Taiwo Sotikare

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  • Free Webinar | June 20: How to Build an Instagram Following That Makes You Money | Entrepreneur

    Free Webinar | June 20: How to Build an Instagram Following That Makes You Money | Entrepreneur

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    Want to learn how to harness the power of Instagram to skyrocket your business? Join us for an exclusive webinar featuring Kim Walsh Phillips, founder and CEO of Power professionals, a business coaching company and author of The Ultimate Guide to Instagram, 2nd Edition.

    Kim’s social media journey began with a mere 352 followers, but through relentless experimentation with inventive tactics, she amassed 22,000 engaged followers, resulting in thousands of sales and an elevated profile. In this fun and informative webinar, Kim wants to share her hard-earned lessons that can propel your business forward.

    Prepare to be inspired as Kim reveals:

    • The secret strategies she employed when working with Kevin “Mr. Wonderful” O’Leary that led to a mind-boggling 1000% increase in reach and engagement.

    • Her time-tested methods to leverage your time effectively and maximize your revenue streams.

    • Which Instagram tools she relies on the most to deliver the highest return on investment (ROI).

    • The power of leveraging Instagram ads.

    • Strategies to create powerful partnerships to take your Instagram presence to new heights.

    Don’t miss this opportunity to learn from one of the foremost experts in the field. Unlock the secrets to Instagram success and take your business to unprecedented levels of growth, reach, and engagement. Register now to secure your spot and pave the way for a profitable future on Instagram.

    About the Speaker:

    Kim Walsh Phillips is a self-made MBA free millionaire and the founder of Powerful Professionals, one of the fastest growing companies in America. In less than one year, she went from 32 clients to over 11,000 and has generated over a billion dollars online.

    Named “a must to read by those in business” she is the bestselling author of multiple books including “The Shift: How to Grow Your Business with Multiply Your Wealth Without Sacrificing You” and “The No B.S. Guide To Direct Response Social Media Marketing,” co-authored by Dan Kennedy.

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    Entrepreneur Staff

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  • How to Create an Effective Multilingual Email Marketing Campaign | Entrepreneur

    How to Create an Effective Multilingual Email Marketing Campaign | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Today, going multilingual is an integral aspect of powerful email marketing, particularly for businesses operating in global markets. Yet, this is quite a challenging thing to do that requires time and effort.

    So, why make your email marketing multilingual? Indeed, why add new languages to your strategy if you can only run emails in English (or any other language)?

    1. Boost your email performance

    Recipients are more likely to engage with email content in their native language. So, for some companies going multilingual results in the following:

    • conversion rate increased by 30%
    • 56% of the people surveyed said they preferred content in their native language over a price
    • open rate (OR) increased by a whopping 100%

    Related: How to Launch Your First Email Marketing Campaign and Get the Results You Want

    2. Enhance personalization

    At the heart of effective email marketing lies personalization: delivering the right message to the right person at the right moment in time. This is also known as the 3R rule.

    And the “right” message is:

    • right context
    • right data
    • right language

    3. Reach a wider audience

    Simply knowing your customers’ geographical location is not enough. It’s crucial to detect their language preferences or even directly ask them, as they may have diverse cultural roots. For instance, one in five Americans speaks a language other than English, indicating that relying solely on English is not enough to reach the entire US population.

    Related: 3 Quick Steps to Get Your Message Out to a Wider Audience

    4. Comply with local regulations

    In some countries or regions you are entering, there may be specific language requirements for marketing communications.

    In Canada, for instance, the Official Languages Act provide customers the right to receive services in the official language of their choice.

    5. Understand your audience better and stay competitive

    Running email marketing campaigns in a few/many languages can help you gain insights into the preferences of your target audience from different countries, allowing you to optimize your strategies accordingly.

    How to run multilingual campaigns properly

    There are a few core things that businesses need to know to effectively communicate with their global audience.

    1. Align email with other communication channels. Before starting your multilingual email journey, you should make sure your website/product is available in the necessary languages.

    If it’s not, and if you’re just planning on translating your website into these target languages, make sure all the necessary landing pages, like thank you and unsubscribe, are available in them.

    You might also want to run social media and Help Center in all necessary languages.

    2. Ensure accurate and consistent translations. Accurate, high-quality, consistent translations are crucial to avoid miscommunication and ensure the message is well-received. Provide professional translators with your glossary of terminology relevant to your niche and terms used across your website.

    3. Localize emails. You do not just translate emails. You need to localize them. Translation is the process of communicating the meaning of a source-language text by using an equivalent target-language text. Localization is a more in-depth approach that considers the cultural, visual and technological elements of the target audience. It goes beyond word choice and can affect how your email presents information and is designed (colors, pricing, images, etc.).

    Localization requires businesses to consider the following:

    • Cultural differences — as a result, you sometimes need to use different visuals for your emails, stick to different tones of voice for different countries, or even send emails on different dates. For example, most European countries celebrate New Year in December, while Israel celebrates it in September. Another example, Americans prefer an informal tone of voice in communication, whereas French, Germans and Japanese prefer it formal.
    • Units of measurement — in the US, they use ft and lbs, while in Europe, they use meters and kilograms.
    • Currency — converting the prices when reaching people worldwide will be best.
    • Dates — different regions use different time and date formats. Europe uses DD/MM/YYYY, while the US uses MM/DD/YYYY. Convert dates or specify months in letters. (Eg., Fri 5 May 2023.)
    • Time zones — this looks pretty obvious, yet worth mentioning. Consider the time zones of the recipients to ensure emails are delivered at the most appropriate time for the recipients.
    • Technical compatibility — ensure localized emails are compatible with different devices across various regions. This includes dealing with text directions right-to-left (RTL) and left-to-right (LTR) and character encoding.
    • Current situations in countries — adapt your email localization strategy to accommodate the rapidly changing global landscape, such as economic fluctuations, political events or public health crises. These situations may require adjusting your messaging, tone or approach to ensure that your emails remain relevant and sensitive to the needs and concerns of your target audience.
    • Legal regulations — familiarize yourselves with local laws and regulations, such as privacy policies, anti-spam laws and advertising regulations. It will be helpful also to create a glossary of words forbidden in some countries.

    With multilingual email marketing, you acknowledge and respect the diversity of customers, fostering strong connections, building trust and ultimately driving business success.

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    Dmitry Kudrenko

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  • 6 Tips to Using TikTok Like a Pro and Reach New Audiences | Entrepreneur

    6 Tips to Using TikTok Like a Pro and Reach New Audiences | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Do you still think TikTok is just a platform for Gen Z to dance to the latest trends? Think again. With over 1 billion monthly active users, TikTok is a great way for your business to reach new audiences. From showcasing your products and services to engaging with your followers, here is how to use TikTok like a pro.

    Related: This Is Why Your Brand Should Be Using TikTok Right Now

    1. Define your audience and goals

    We do this at my company, Strategic Advisor Board, with a few easy steps. Start by researching your niche, analyzing your competitors and finding out what type of content your audience is interested in. Test various types of content until you find what resonates best with your audience — don’t just post content blindly.

    2. Create engaging content

    TikTok is an excellent platform for businesses to connect with audiences, which requires creating engaging content. To stand out, videos should be short, to the point, visually appealing and authentic. Your videos can also be more memorable by incorporating humor appropriate for your brand.

    Ensuring you have access to good-quality lighting and sound in your videos is crucial. Recording your videos in front of a window so you’re using natural light can work perfectly if you don’t have a ring light or other studio lighting. Pro tip: Using the camera on the back of your phone compared to the front camera (or selfie camera) will create higher-quality videos, and using a microphone — even a small lapel one — will improve your sound quality significantly.

    As a bonus, music, effects and filters can all enhance your TikTok content. Using music and effects in your TikTok videos are excellent ways to set the tone and mood, stay on brand and evoke your audience’s emotions.

    Creating engaging, shareable content is the key to building your business on TikTok. Companies can creatively showcase their brand and grow their presence on the platform by being relatable or polarizing, participating in trends or creating their own.

    Related: 3 Ways Your Brand Can Go Viral on TikTok

    3. Collaborate with influencers

    One way to increase brand awareness and reach new audiences is by finding and using influencers. Use TikTok’s search function to narrow your search for influencers whose content aligns with your brand’s personality and target audience.

    You also want to make sure you pay attention to how much engagement and views the influencer’s videos get. It’s best to work with a mix of influencers at various levels because this can help you best utilize your budget. Micro influencers have between 10,000 to 100,000 followers and macro influencers have over 100,000. Mega influencers are accounts with more than 1 million followers.

    You can negotiate compensation and collaboration terms based on their previous partnerships and engagement rates. Clearly define your campaign’s expectations and provide the information necessary to create engaging content. Assess the engagement parameters and adjust for future collaborations.

    If you can offer something exclusive to that specific influencer’s audience, such as a discount code, that could also help with engagement.

    4. Utilize TikTok ads

    There are several steps to take when creating a successful TikTok ad. When creating ads, you can target specific audiences based on factors such as age, gender, location, interests and behaviors. Make sure you use these options to zone in on your target audience and have a clear and concise call to action. Do you want the audience to visit your website, follow your account or make a purchase?

    You can choose from several types of TikTok ads to grow your business. Using In-Feed Ads is an excellent tool for promoting your services to a large audience. Try out a few different types and see what works best for you.

    Try challenges with your audience in order to create engaging ads. For example, Gymshark and e.l.f. Cosmetics earned over 3 billion views with their #Gymshark66 and #EyesLipsFace challenges. Get creative and use challenges to build your community and bring them closer together.

    Related: I Built Over 10 Million Followers on TikTok in 1 Year. Here’s How You Can, Too.

    5. Engage with your audience

    Building your brand presence on TikTok requires engaging with your audience. You can create meaningful connections with your followers by following these tips:

    • Responding to your audience’s comments sooner than later shows you value their input and engagement.
    • Utilizing tools such as polls and Q&A features can help increase audience engagement and shows you are listening to your audience and learning about their needs.
    • Sharing behind-the-scenes content can help make your brand more personable and show differentiation. Consider sharing funny deleted scenes or bloopers to add character to your content.
    • Engaging your audience with giveaways and contests is an excellent way to utilize user-generated content.

    Showing your audience you appreciate them and the time and feedback they give you will help you create a thriving TikTok community of loyal followers for your business.

    6. Promote your TikTok account

    Your TikTok account is running, but how do you promote it?

    Pull your fans from other platforms by promoting your videos on places like Instagram and Facebook. Add your TikTok handle to your bios on other platforms and mention that you will have exclusive content that can’t be found anywhere else. Utilize trending hashtags and music in your videos to capitalize on the most recent trends. To find what sounds are trending, I recommend searching for creator recommendations through hashtags like #trendingsound, #trendalert and #soundsforcontentcreators.

    Get exposure to other TikTok accounts in your niche by cross-promoting with them. Make arrangements with other account creators to promote their content if they promote yours. This is different from a paid sponsorship and can be done for free.

    Use other popular videos and create a stitch with them. A stitch is when you use a part of another creator’s video and put your video together with it. You can agree or disagree on the original content and explain why you stand where you do. Get creative, have fun and promote your account now — or regret it later.

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    Jason Miller

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  • Elon Musk says he’s hired new CEO for Twitter; is it NBCUniversal’s Linda Yaccarino?

    Elon Musk says he’s hired new CEO for Twitter; is it NBCUniversal’s Linda Yaccarino?

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    Twitter Chief Executive Elon Musk says he’s found a new CEO to run Twitter and its parent company, X Corp., and “she” starts soon.

    “Excited to announce that I’ve hired a new CEO for X/Twitter. She will be starting in ~6 weeks!” Musk tweeted Thursday afternoon. “My role will transition to being exec chair & [chief technology officer], overseeing product, software & sysops.”

    Musk did not offer any clues as to the identity of Twitter’s incoming CEO, but late Thursday, the Wall Street Journal reported Linda Yaccarino, NBCUniversal’s head of advertising, was in talks to become the CEO.

    Yaccarino has worked at Comcast’s
    CMCSA,
    +1.28%
    NBCU for more than a decade, and has been an industry advocate in finding better ways to measure advertising’s effectiveness, according to the Journal.

    Yaccarino oversees global, national and local ad sales, partnerships, marketing, ad tech, data, measurement and strategic initiatives, according to her bio, which says she and her team have generated more than $100 billion in ad sales.

    “She knows metrics in advertising, and has played in different media,” Timothy Hubbard, assistant professor of management at the University of Notre Dame’s Mendoza College of Business, said in an interview. “I don’t know much about her, but she can balance Musk somewhat with her flexibility in advertising.”

    She and Musk appeared in a keynote conversation at a conference in Miami last month, according to Dateline, before NBCU and Twitter inked a major ad pact for the 2024 Olympics.

    Wedbush analyst Dan Ives said the move is good for the stock of Tesla Inc.
    TSLA,
    +2.10%    ,
    where Musk is also CEO.

    “Musk stepping down as Twitter CEO sooner than thought is clearly good news overall for Tesla investors,” Ives said on Twitter. “Less time focused on Twitter platform and more time around Tesla SpaceX…balancing act too difficult and needed to make this move sooner rather than later.”

    In a note, Ives added: “With the tweet this afternoon, Musk’s reign as CEO of Twitter has finally come to an end and thus will be a positive for Tesla’s stock starting to finally remove this lingering albatross from the story,” and maintained Tesla’s outperform rating.

    Tesla shares advanced 1.6% in after-hours trading.

    After Musk acquired the social media giant for $44 billion, he posted a Twitter poll in December that asked if he should step down as CEO. A majority (57%) said yes, and he responded saying: “I will resign as CEO as soon as I find someone foolish enough to take the job! After that, I will just run the software & servers teams.”

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  • Elon Musk says he’s hired new CEO for Twitter; is it NBCUniversal’s Linda Yaccarino?

    Elon Musk says he’s hired new CEO for Twitter; is it NBCUniversal’s Linda Yaccarino?

    [ad_1]

    Twitter Chief Executive Elon Musk says he’s found a new CEO to run Twitter and its parent company, X Corp., and “she” starts soon.

    “Excited to announce that I’ve hired a new CEO for X/Twitter. She will be starting in ~6 weeks!” Musk tweeted Thursday afternoon. “My role will transition to being exec chair & [chief technology officer], overseeing product, software & sysops.”

    Musk did not offer any clues as to the identity of Twitter’s incoming CEO, but late Thursday, the Wall Street Journal reported Linda Yaccarino, NBCUniversal’s head of advertising, was in talks to become the CEO.

    Yaccarino has worked at Comcast’s
    CMCSA,
    +1.28%
    NBCU for more than a decade, and has been an industry advocate in finding better ways to measure advertising’s effectiveness, according to the Journal.

    “She knows metrics in advertising, and has played in different media,” Timothy Hubbard, assistant professor of management at the University of Notre Dame’s Mendoza College of Business, said in an interview. “I don’t know much about her, but she can balance Musk somewhat with her flexibility in advertising.”

    Wedbush analyst Dan Ives said the move is good for the stock of Tesla Inc.
    TSLA,
    +2.10%    ,
    where Musk is also CEO.

    “Musk stepping down as Twitter CEO sooner than thought is clearly good news overall for Tesla investors,” Ives said on Twitter. “Less time focused on Twitter platform and more time around Tesla SpaceX…balancing act too difficult and needed to make this move sooner rather than later.”

    In a note, Ives added: “With the tweet this afternoon, Musk’s reign as CEO of Twitter has finally come to an end and thus will be a positive for Tesla’s stock starting to finally remove this lingering albatross from the story,” and maintained Tesla’s outperform rating.

    In December, Musk posted a Twitter poll asking if he should step down as CEO. A majority said yes, and he responded saying: “I will resign as CEO as soon as I find someone foolish enough to take the job! After that, I will just run the software & servers teams.”

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  • Modern PR vs. Traditional PR — Here’s What You Need to Know | Entrepreneur

    Modern PR vs. Traditional PR — Here’s What You Need to Know | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In the past, public relations (PR) was all about managing a company’s reputation and controlling the narrative through traditional media channels like newspapers, TV and radio. But as the world has become more interconnected and digital, the role of PR has evolved into something much more complex and multifaceted.

    Today, modern public relations encompasses a wide range of strategies and tactics that go beyond traditional media relations, including social media management, content creation, influencer marketing and crisis management. In this article, we’ll take a closer look at what modern public relations means, how it differs from traditional PR and the role it plays in today’s world.

    Related: 5 Things CMOs Need To Know About Modern PR

    What is modern public relations?

    Modern public relations is a strategic communications approach that uses a variety of tools and tactics to build and maintain relationships between organizations and their audiences. At its core, modern PR is about creating and sharing stories that resonate with people and drive engagement and action.

    Unlike traditional PR, which focused primarily on media relations and earned media coverage, modern PR is much more holistic and multidisciplinary. It encompasses a wide range of tactics, including social media management, content creation, influencer marketing and community engagement, among others.

    How does modern public relations differ from traditional PR?

    Traditional PR focused on managing a company’s reputation and controlling the narrative through earned media coverage, while modern PR is more focused on creating and sharing stories across a wide range of channels and platforms.

    Here are some of the key differences between traditional PR and modern PR:

    • Emphasis on storytelling: Modern PR is all about creating and sharing stories that resonate with people and drive engagement and action. Traditional PR, on the other hand, was more focused on controlling the narrative through media relations.

    • Multichannel approach: Modern PR uses a wide range of channels and platforms to reach audiences, including social media, email marketing, influencer marketing and content marketing. Traditional PR, on the other hand, relied primarily on traditional media channels like TV, radio and newspapers.

    • Data-driven decision-making: Modern PR relies heavily on data and analytics to make strategic decisions and measure the effectiveness of campaigns. Traditional PR, on the other hand, was more focused on intuition and experience.

    • Collaboration and integration: Modern PR requires collaboration and integration across a wide range of disciplines, including marketing, social media, content creation and community engagement. Traditional PR was more siloed and focused on media relations.

    Related: 5 Ways To Tune Into The Modern PR Mindset

    The role of modern public relations in today’s world

    In today’s world, where consumers are more empowered and informed than ever before, the role of modern public relations has become even more critical. Here are some of the key ways modern PR is impacting businesses and organizations today:

    • Building brand awareness: Modern PR helps businesses build brand awareness by creating and sharing stories that resonate with people and drive engagement and action.

    • Influencing customer behavior: Modern PR can also influence customer behavior by shaping the way people think and feel about a particular brand or product.

    • Crisis management: With social media and digital channels, crises can escalate quickly. Modern PR is essential in managing these crises and protecting a company’s reputation.

    • Engaging with customers: Modern PR also plays a crucial role in engaging with customers across a wide range of channels and platforms, including social media, email and community events.

    • Measuring effectiveness: Finally, modern PR relies heavily on data and analytics to measure the effectiveness of campaigns and make data-driven decisions about measuring effectiveness.

    Key strategies in modern public relations

    To effectively implement modern PR strategies, it’s essential to understand the key components of the approach. Here are some of the most critical strategies in modern public relations:

    • Storytelling: At the heart of modern PR is storytelling. A compelling narrative can help businesses engage with customers, build brand loyalty and drive action. In today’s digital world, storytelling needs to be more creative, authentic and interactive than ever before.

    • Social media management: Social media has become a crucial component of modern PR. Social media platforms allow businesses to engage with customers, build brand awareness and shape public opinion. Effective social media management involves creating and sharing high-quality content, engaging with followers and monitoring conversations about your brand.

    • Content creation: Modern PR requires high-quality, engaging content that tells a story and connects with customers. This content can take many forms, including blog posts, videos, infographics and social media posts. Effective content creation involves understanding your audience, identifying their pain points and creating content that resonates with them.

    • Influencer marketing: Influencer marketing involves partnering with social media influencers to promote your brand, product or service. This strategy can help businesses reach new audiences, build brand awareness and drive engagement.

    • Crisis management: In today’s digital world, crises can escalate quickly and have a significant impact on a company’s reputation. Effective crisis management involves having a plan in place, monitoring social media channels for negative feedback and responding quickly and appropriately to mitigate the impact of a crisis.

    Related: The Changed Face of The Modern PR Industry

    In conclusion, modern public relations is a multifaceted approach to strategic communications that helps businesses build and maintain relationships with their audiences. Unlike traditional PR, modern PR is more holistic, data-driven and multidisciplinary. It encompasses a wide range of tactics, including social media management, content creation, influencer marketing and crisis management. In today’s rapidly evolving digital landscape, modern PR has become an essential component of any successful business strategy.

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    Omri Hurwitz

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  • Potential U.S. TikTok Ban: What You Need to Know | Entrepreneur

    Potential U.S. TikTok Ban: What You Need to Know | Entrepreneur

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    Do you worry too much? Sure, as an entrepreneur there are plenty of things to be concerned about on a daily basis. But focusing too much on threats can distract you from exploring business-building opportunities.

    So with that said, let’s discuss TikTok and determine whether or not you have something to worry about. There’s been a lot of news surrounding its future in the United States.

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    Terry Rice

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  • Why This Unique Marketing Strategy Can Build a Cohesive Brand Message | Entrepreneur

    Why This Unique Marketing Strategy Can Build a Cohesive Brand Message | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Marketing is a very important part of running a business. To succeed in the competitive world, you need a strong marketing strategy that connects you with your target audience and helps you achieve your business goals.

    But it’s important to note that marketing isn’t just about promoting your products or services. It’s about creating a clear and consistent message that speaks to your audience, no matter where they are. That’s where integrated marketing communications (IMC) comes in.

    What is integrated marketing communications?

    Integrated Marketing Communications (IMC) is a powerful strategy that allows entrepreneurs to bring together all of their marketing efforts into a unified and consistent message. So, instead of having disjointed and confusing messages, IMC combines advertising, public relations, sales promotions and digital marketing to create a seamless and cohesive brand message.

    This strategy helps businesses connect with their target audience and build brand awareness, ultimately driving more sales and revenue. Therefore, by implementing an integrated approach to marketing, entrepreneurs can create a memorable brand experience for their customers and stand out from the competition.

    Benefits of integrated marketing communications

    There are several benefits to using an integrated marketing communications approach for your business. Integrated marketing communications help create a consistent brand message that resonates with your target audience. And by delivering a consistent message across all channels, you can increase brand recognition, build trust with your audience and improve customer loyalty.

    It also helps you save time and money by combining all marketing efforts into a cohesive strategy. You can streamline your marketing efforts and avoid duplicating efforts. This can also help you save money by eliminating the need for multiple marketing agencies or vendors.

    Related: How An Integrated Marketing Approach Can Help Generate Greater Brand Impact

    How to implement a successful IMC strategy?

    Elements of an effective IMC strategy include messaging, brand identity, audience segmentation, media channels and data analytics. However, implementing a successful IMC strategy involves several steps.

    Here are the steps to follow:

    1. Define your target audience — Identify and understand your target audience to create a successful IMC strategy. You need to fully understand who your audience is, what they want and how they want to be communicated.
    2. Develop your brand identity — Develop a strong brand identity that represents your business and resonates with your target audience. This involves creating a brand style guide that outlines your brand’s tone, voice and visual identity.
    3. Create your messaging — Create messaging that resonates with your audience and is consistent across all channels. This includes messaging for advertising, public relations, personal selling, sales promotion, direct marketing and digital marketing.
    4. Choose your media channels — Select the appropriate media channels for your marketing efforts to reach your target audience. Choose the channels your audience uses most that align with your brand messaging.
    5. Measure success — Measure the success of your marketing efforts using data analytics. This will help you track your results and identify areas for improvement to make informed decisions for future campaigns.

    Related: Why Customer Communication Makes a Difference During Inflation

    Tips for creating a successful integrated marketing communications strategy

    Creating an effective integrated marketing communications strategy can be overwhelming, but there are several tips that can help you succeed.

    Here are some actionable tips that can help you create a powerful IMC strategy:

    • Create a compelling message: To create a powerful IMC strategy, you need a compelling message that resonates with your audience across all channels. Your message should be clear, concise and aligned with your brand identity.
    • Understand your audience: Knowing your target audience is critical to creating messaging that connects with them. Conduct market research and audience segmentation to identify your target audience, their needs and preferences.
    • Use data to measure success: Use data analytics to measure the success of your marketing efforts. This will help you make informed decisions for future campaigns and track metrics such as website traffic, conversion rates and social media engagement.
    • Stay ahead of trends: Keep up with the latest trends and technologies in marketing to stay ahead of the competition. This includes staying updated on social media trends, email marketing best practices and emerging technologies like AI and machine learning.
    • Collaborate with your team: Collaboration is essential to creating an effective IMC strategy. Work closely with your team and vendors to ensure a cohesive message and consistent branding across all channels.

    By following these tips, you can create an integrated marketing communications strategy that resonates with your audience, drives results and helps your business succeed.

    Related: Maximize Marketing and Communication Strategies With the Largest Generation on the Planet

    Conclusion

    In conclusion, integrated marketing communications is a powerful strategy that entrepreneurs can use to build a strong brand identity, connect with their target audience and ultimately drive sales and revenue.

    By creating a consistent message across all channels and using data analytics to measure success, businesses can save time and money while creating a memorable brand experience for their customers.

    By following the steps and tips outlined in this article, entrepreneurs can develop and implement an effective IMC strategy that helps their businesses stand out from the competition and achieve their marketing goals.

    It’s essential for entrepreneurs to understand the importance of IMC and invest in a robust marketing strategy to succeed in today’s competitive marketplace.

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    Mohamed Elhawary

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  • 8 Expert Tips for Optimizing Your Professional Instagram Profile | Entrepreneur

    8 Expert Tips for Optimizing Your Professional Instagram Profile | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In today’s digital age, having a professional Instagram profile is essential for businesses to establish a strong online presence. With over 1 billion active users, Instagram offers businesses a powerful platform to engage with their target audience, increase brand awareness and drive sales.

    Instagram is one of the most popular platforms for businesses to showcase their products and services. However, with so much competition on the platform, it’s important to make sure your profile stands out.

    As a social media agency owner who tracks the progress of over 30 professional profiles of business owners, I have noticed current trends and tips that can help businesses improve their Instagram presence. Here are my insights on the latest trends and provide tips on how to make your Instagram profile the best it can be, so you can not only improve your image but also increase your revenue.

    Related: Why Instagram Is Every Entrepreneur’s Most Powerful Tool

    1. Get the blue check

    The blue verification mark on Instagram is a sign of authenticity and credibility. It helps users identify legitimate accounts and distinguishes them from imitators or fan accounts. Instagram has now made it available through a subscription to get the blue mark. For $15 per month, you can enjoy the benefits of being a verified account.

    Not only is it prestigious, but having a blue checkmark on your account will also help you to secure it. Recently, many scammers have created duplicates of people’s accounts and sent messages to all the people they follow, asking for money or sending links with dangerous content. A blue checkmark will make you feel safe knowing that everyone knows it’s actually you.

    2. Optimize your bio

    Your bio is your chance to make a great first impression on your audience. It should be informative, engaging, and reflect your brand’s personality. Don’t forget to add keywords to your profile name, location and link to your business. This will make it easier for users to find and connect with you.

    If you’re using Instagram to sell products or services, make sure your profile is easy to understand. Your audience should be able to identify who you are and what you offer at first glance. Use clear and concise language in your bio, and don’t hesitate to highlight your unique selling proposition.

    3. Organize your highlights

    Highlights are a great way to showcase your best content and provide quick access to information about your brand. Make sure the content in your highlights is relevant and up-to-date.

    If you’re using Instagram for business purposes, it’s worth considering adding a list of your services, testimonials, before-and-after content, media coverage, education and frequently asked questions (FAQs) to your highlights. This can help potential customers or clients quickly understand what you offer, see the results you can achieve, and find answers to common questions.

    Related: How To Improve Your Engagement on Instagram

    4. Post more Reels

    Reels are a popular feature on Instagram that allows users to create short videos that can be shared with their followers. You can use Reels to showcase your products, share industry tips or give your audience a behind-the-scenes look at your business. Don’t be afraid to get creative with your content and experiment with different styles.

    If you consistently post Reels related to your business with catchy titles and well-made content, don’t be surprised if they bring you both new followers and new customers. Reels are a source of free traffic, and if the algorithm understands what your account is about, it can organically attract people who are interested in your type of services to your page.

    5. Talk to people

    The tone of voice you use on Instagram is important, so be sure to be nice to people and they’ll pay you back. If you sell directly from your page, use chatbots for autofunnels — this could increase your ROI significantly.

    And don’t be afraid being funny – jokes and memes are a great way to add a bit of humor to your Instagram profile and engage with your followers. Many industry leaders, such as Elon Musk, use memes to connect with their audience.

    6. Use relevant hashtags

    Research and use relevant hashtags to increase the visibility of your posts. This will help you reach a wider audience and attract new followers to your Instagram account. Be sure to use only relevant and specific hashtags — generic ones like #love or #fun are not likely to attract your target audience.

    Here’s a secret tip: when you’re about to make a post on Instagram, go to the advanced settings and add relevant hashtags to the ‘Alt text’ section. This can help to promote your content to a relevant audience.

    7. Quality over quantity

    Always prioritize quality over quantity when posting on Instagram. Be sure to never post random content. Something that you might think is funny after a couple of glasses of champagne may not seem like a good idea afterward. Your followers may consider you to be less professional than you would like to appear. Unless you want to have a rockstar image, in which case, go for it — trashy is great then.

    Related: 6 Instagram Marketing Strategies for Small Businesses

    8. Warm up your audience

    Talk to your followers from the perspective of the meaning and value that your service or product brings to the world. Inspire and show what is possible to achieve with your input. Some people may follow you for years before they decide to buy, so be persistent and your social media will pay off!

    In conclusion, creating a professional-looking Instagram profile can greatly benefit your business in terms of brand awareness and sales. As a social media agency owner, I have seen firsthand the impact that a well-curated Instagram profile can have on a business’s success.

    By following these 10 tips, you can elevate your Instagram profile and make it stand out among the millions of other accounts on the platform. From adding a blue mark to your profile to using relevant hashtags, every little detail can make a big difference in how your profile is perceived by potential customers.

    Remember to always put quality over quantity when it comes to your content and engage with your audience in a friendly and approachable tone. By warming up your audience and sharing the value of your product or service, you can build a loyal following that will eventually convert into paying customers.

    While the world of social media is constantly evolving, these tips will help you stay ahead of the curve and create a professional-looking Instagram profile that will help you achieve your business goals. With dedication and persistence, you can use Instagram to grow your brand, connect with your audience and ultimately drive sales.

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    Aleksandra Sasha Tikhomirova

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  • 7 Short-Form Video Mistakes to Avoid in Your Marketing Strategy | Entrepreneur

    7 Short-Form Video Mistakes to Avoid in Your Marketing Strategy | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Over the past few years, short-form video has become one of the most engaging and fastest-growing content types across social media platforms.

    TikTok, YouTube Shorts and Instagram Reels have all seen meteoric growth, garnering billions of users. According to Statista, Shorts alone boasts 30 billion views daily and 1.5 billion monthly active users in 2023.

    Consequently, vertical short-form video has immense potential for digital marketers and businesses alike, and many now incorporate it into their strategies.

    However, there are several typical pitfalls you need to dodge to leverage the full power of vertical video. Here are the seven most common short-form video mistakes to avoid in your marketing strategy.

    1. Expecting instant results

    First off, it’s essential to keep your expectations realistic. While short-form video often gets high engagement and can go viral, don’t expect your follower count to explode overnight.

    In the vast majority of cases, growing a following through short-form content still takes time, effort, and consistency. Especially if you don’t have an existing baseline activity on your Instagram profile or YouTube channel, the Reels and Shorts algorithm can be torpid.

    An awareness of this is crucial when setting milestones for your marketing strategy, helping you draw up realistic plans and preventing disappointment.

    Related: Top 5 Not-So-Obvious Social Media Marketing Mistakes You Must Avoid

    2. Neglecting (brand) consistency

    As mentioned already, consistency is key when creating short-form content, especially if you’re setting up new profiles.

    This doesn’t just mean regularly uploading new clips. It also means producing content with consistent quality and branding.

    The quality of your videography is key for engagement. And consistent branding — everything from editing style to logos and caption fonts — determines how memorable and recognizable your clips are.

    When drawing up your short-form strategy, investing time and resources in these branding aspects in advance is well worth it in the long run.

    3. Posting irrelevant clips

    The next major pitfall for your short-form strategy is the type of content you produce.

    Ultimately, your aim is to increase brand awareness, highlight your expertise and your products — and to convert viewers into customers.

    That means your content has to be relevant to these goals.

    Let’s say you are a graphic design agency. There is little point in putting efforts into reproducing TikTok dances or engaging in challenges.

    Instead, focus on making your business relatable — e.g., “A day in the life of a graphic designer” — or showcasing your skills with hacks, demos and how-tos.

    Related: 8 Ways to Avoid Common Video Marketing Mistakes

    4. Making content too long and complex

    Short-form content on some platforms can run up to 2 minutes and 30 seconds. If you’re not used to producing clips like this, it can be tempting to exploit this limit to the fullest.

    In most cases, this is a mistake.

    While it is possible to make longer videos, shorter ones are still more successful. According to information TikTok shared with select creators in 2022, later reported by WIRED, approximately 25% of the most successful videos on the platform are between 21 and 34 seconds long.

    For Instagram Reels, the recommended duration is even shorter, with some industry experts putting it at a mere 7 to 15 seconds.

    The bottom line? Keep your content short and zesty.

    That means reducing the complexity of your message and the number of ideas you can communicate in a single clip. In most cases, focusing on bringing across one central idea is best.

    Another implication of this short recommended video length is that it’s essential to put extra effort into your hook. The first few seconds of your video have to immediately captivate your viewers’ attention — they have to pack visual panache and the promise of information and entertainment.

    5. Losing track of your target audience

    Another common mistake many businesses make when integrating short-form content into their marketing strategy is losing track of their target audience.

    Your marketing strategy should already be based around a clearly defined target audience and buyer personas. Short-form video content is no different.

    However, there are several adjustments you need to make. Short-form content is particularly popular among younger audiences, Gen Z and Millennials in particular. According to data released by Kepios in early 2023, the vast majority of TikTok’s above-18 ad audience is composed of people aged 18-24 (39%) and those aged 25-34 (32%).

    While older generations are slowly catching on to the use of short-form content, especially on Instagram and YouTube, the typical vertical video viewer is under 35. How you present your business needs to be adjusted for that.

    6. Not including captions

    On the technical side, a common shortcoming of short-form video content published by businesses is the lack of captions. It is a distinguishing feature of platforms like Shorts, Reels and TikTok that many viewers prefer to watch content on mute.

    According to recent statistics, 69% of viewers watch videos without sound, especially when in public. Consequently, they tend to scroll past clips that lack captions.

    In addition, well-designed captions with appropriate fonts, backgrounds, and colors can act as additional visual incentives and boost your overall engagement.

    Related: Add Captions to Your TikTok and Instagram Videos and Gain More Reach

    7. Forgetting your call to action

    Finally, one of the most common mistakes in short-form video for business purposes is to forget your call to action (CTA).

    Just getting viewers to watch your video is not the endgame. It’s to get them to take a particular action — to check out your services, start a trial, subscribe to your newsletter, follow your accounts, buy your products.

    That’s why including a CTA is essential, even in the shortest of your videos. You can include it in your script, captions, overlay, copy and comments. But you need to include it.

    The bottom line

    Short-form content on Reels, TikTok and Shorts has immense potential for boosting your business’ visibility.

    However, to succeed, you need to avoid the most common mistakes many businesses make when integrating vertical clips into their digital marketing strategy.

    By circumventing the pitfalls above, you’ll be able to elevate your brand using short-form content and avoid frustration along the way.

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    Hasan Saleem

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  • How to Develop a Strong Content Strategy and Solidify Your Brand’s Online Presence | Entrepreneur

    How to Develop a Strong Content Strategy and Solidify Your Brand’s Online Presence | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    There’s no denying that the way people consume content is at an all-time high and has drastically changed over the past few years. The quick morsels and tidbits of information that people seek can be found across different platforms and mediums, and the stakes are high when it comes to quality content.

    Many brands and businesses have begun to pay utmost attention to the quality of their content based on the expectations of users, and that also means getting serious about information that is put out into the digital sphere when it comes to a solid brand representation. A strong online presence through a connected and unique content strategy can positively impact your brand just by focusing on the finer details and best practices.

    Related: 4 Tips for a Successful Content Strategy

    Focus on the foundation

    The initial push that will move any project down its pipeline needs a solid foundation before it can be fully developed — this also applies to content strategy building. Before delving into writing content or its corresponding visuals and assets, it is best to dissect as a team, fundamental questions that will elevate your content.

    Preliminary conception can begin by asking internally, who the target audience is. Knowing your audience, and the audience you may want to attract, streamlines what your brand puts out into the digital space. Features such as demographics, expertise and more can reduce fluff and allow for more centralized output. Additionally, analyzing any underlining issues that your current content strategy has helps prevent creating the same mistakes. If there is a pattern that your content is not ranking high in engagement or interaction, an assessment as to why is imperative.

    From there, the layers behind the purpose of each content delivery can also be fine-tuned, and a great way to ensure this is by focusing on what makes your brand a differentiator in the industry. Spotlighting why audiences should seek your brand over others builds credibility and trust that a lot of users are often seeking.

    Drive engagement and retention via connectivity

    Against the verve and excitement that comes with the growth of digital products, a solid content strategy that drives engagement through connectivity can bring a brand full circle. Further, when audiences can attain a high level of engagement with a brand’s content, there, in turn, is a strengthened level of retention for conversion and connectivity to a brand. When a brand can magnetize, delight and engage its users, growth inevitably follows. To master this much-needed brand and marketing initiative, there must be a focus on quality.

    When thinking of content strategy, it can fall under different tiers such as web content, social media, publications, ads, visual designs and campaigns —thus all these assets should attain an equal level of importance and quality. When content is coupled with a high-quality graphic design or visual asset, for example, it only amplifies the messaging, thus micro forms of content strategy (for example, a social media post) should deliver the same standard as all marketing collateral that harbors a brand’s identity.

    Moreover, high-quality content to propel engagement can also be achieved through personalization. By tailoring content to the specific needs and interests of individual users, brands can create a more relevant experience that engages audiences’ emotions through a human-centric approach. Whether it’s web pages, email marketing and more, content that is tailored to users’ preferences on an individual level can ensure your content is much more engaging and sparks a connection with users. Ultimately, incorporating personalization into a content strategy can help brands build strong and lasting relationships with their target audience.

    Related: Why Content Marketing Is Crucial to Your Business

    Consistency and distribution

    Attaining a strong content strategy in place is only as strong as its upkeep. The pulse in which your content development strategy is uploaded is essential to not only boost SEO but to also ensure a consistent online presence. Thus, creating a content or editorial calendar that organizes the frequency of posts helps you avoid missing opportunities to stay connected with your audiences. Additionally, structuring the calendar to include where each content asset is published is key. Visibility across platforms and tiers such as paid, earned and owned publication of content further covers all your brand’s bases. A healthy balance across all three furthers exposure and traction as well.

    To further ensure cohesion, consistency in tone, voice and delivery across all platforms establishes a robust brand identity. A brand that is unified in the way in which it is represented further engages audiences and solidifies a brand’s ethos. In turn, when a brand’s internal team is on the same page about the intricacies of a brand’s overall purpose, it promotes a better sense of brand enablement in which a brand will be represented accurately across platforms, internally and externally.

    Track performance

    With a content strategy newly in place and an editorial calendar ready to ensure its frequent delivery, tracking the analytics of a content strategy is crucial for gauging its effectiveness and making data-driven decisions to optimize it for better results. Analyzing the data that arises from your brand’s content can provide a clear vision of how users are interacting with the newly established content, the bounce rates and linger times, as well as conversion rates to see what is working and what still may need to be improved on.

    Tools such as Google Analytics or heat mapping can help determine if your users are skipping over any content that may not be in line with what they are seeking, or perhaps, might be too long in length. With the landscape of the digital world changing, keeping an eye out on user trends and how they interact with content is also essential. Understanding how your users are consuming content can also determine the analytics. For example, today, most users consume content in easily digestible formats such as short scrollable videos as opposed to, say, reading a full-length article. The shifts in which preferences turn and transform shouldn’t be overlooked.

    Content is in full force in the digital world, and ensuring that your brand has a robust and optimized content strategy in place can elevate it in new ways. The tips above will help you develop a strong content strategy and boost your brand’s online presence.

    Related: How To Create Better Content And Grow Your Business

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    Goran Paun

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  • 9 Uncommon Marketing Strategies for Startups | Entrepreneur

    9 Uncommon Marketing Strategies for Startups | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Tired of reading the same old marketing advice for your startup? When I started my journey as an entrepreneur, I knew how to build things, but marketing them was a different ball game. Every corner of the internet seemed to echo the same advice  —  paid ads, email campaigns, blog posts and SEO.

    It felt like an oversaturated market, and I began to wonder if any marketing strategies could make a difference until I implemented these nine lesser-known yet powerful marketing strategies that will breathe new life into your startup and help you stand out in the crowd.

    1. Guerrilla marketing

    Guerrilla marketing is an innovative and unconventional approach to promoting your brand, enabling you to leave a unique impression by steering clear of traditional marketing methods. It’s a really broad term, but this strategy essentially focuses on high-impact, low-cost tactics that capture the attention of your target audience in unexpected ways. For instance, organizing a human-typography event where volunteers spell out the name of your brand and have photos taken, given their consent.

    Here are some examples of famous Guerrilla Marketing campaigns:

    1. Airbnb’s “Van Gogh’s Bedrooms” Campaign: Airbnb transformed a replica of Van Gogh’s bedroom into an Airbnb rental. The company marketed the experience on social media, and it went viral, leading to a significant boost in brand awareness.
    2. Burger King’s “Whopper Detour” Campaign: Burger King offered customers a Whopper for only one cent if they ordered it from close proximity to a McDonald’s location. The campaign generated buzz on social media, and the company’s mobile app saw a surge in downloads.
    3. Coca-Cola’s “Share a Coke” Campaign: Coca-Cola replaced its logo on bottles with popular names, encouraging customers to share a Coke with friends or family members. The campaign was a huge success, generating millions of social media mentions and a significant boost in sales.
    4. Metro Trains’s “Dumb Ways to Die” Campaign: Metro Trains created a catchy song and video that showed cartoon characters engaging in dangerous behavior around trains, in an effort to promote railway safety. The video went viral and led to a significant decrease in train-related accidents.
    5. Old Spice’s “The Man Your Man Could Smell Like” Campaign: Old Spice created a series of humorous ads featuring a shirtless man showing off the benefits of Old Spice. The ads went viral and led to a significant increase in sales.

    Related: 7 Guerrilla Marketing Tactics That Will Grow Your Business When Money Gets Tight

    2. Promotional Merchandise

    At first, it may sound cliché, but get creative with your promotional merchandise. Instead of printing t-shirts for sale on your website, think outside the box. For instance, at Discovery Dose, we print beer coasters with intriguing facts about alcohol and distribute them for free to bars throughout Europe. Quite creative, wouldn’t you agree?

    3. Online directories

    Listing your startup in online directories can help you reach new customers and improve your search engine rankings. Search for directories that serve a relevant audience, such as Wellfound (formerly AngelList Talent), Product Hunt and CrunchBase.

    Related: Struggling in Local Search? Here’s What Your Local SEO Strategy Needs to Compete in 2022.

    4. Answering questions on forums

    Quora, Reddit and Stack Exchange are all popular question-and-answer platforms where people can ask and answer questions about a wide range of topics. Find questions about the problem you’re solving and provide a genuinely valuable response that also promotes your startup.

    5. Leveraging your personal brand

    Nearly 20% of the leads for my startup originate from my personal social media accounts and my online articles. To achieve the same effect, work on establishing yourself as an industry expert, cultivate an audience and contribute articles to a variety of publications.

    It can even be as simple as posting updates on your personal Facebook account  —  after all, Facebook moms are the most loyal supporters you’ll ever come across!

    6. Public speaking

    Public speaking is a powerful way to develop your personal brand and promote your startup. By sharing your insights and experiences, you can build credibility and attract new customers, especially if you stand out.

    Consider exploring the following speaking opportunities:

    1. Podcasts
    2. TEDx talks in your region
    3. Guest lectures at colleges and universities
    4. Webinars and conferences
    5. Networking events and meetups

    Related: The Complete, 20-Step Guide to Ace Public Speaking

    7. Street marketing

    Go out in public and speak to anyone who would listen. You can even organize public contests that involve people answering questions related to your line of work, then record the experience and use it as promotional material, given the participants do consent. Hit two targets with one shot!

    8. Hashtag marketing

    Hashtag marketing is a powerful strategy that leverages the potential of social media to generate organic engagement and build brand awareness. A well-crafted and catchy hashtag can inspire people to use it, effectively turning them into word-of-mouth promoters for your business.

    For instance, Coca-Cola’s #ShareACoke campaign brilliantly tapped into the power of hashtag marketing by creating a sense of connection and encouraging users to share their experiences.

    9. Marketing subsidiaries

    A marketing subsidiary is essentially a separate company with its own objectives that, through its operations, complements its parent company’s marketing efforts. Although this takes more effort and is more long-term oriented, a marketing subsidiary can be an excellent asset for boosting your startup’s marketing operations.

    For instance, if you run a FinTech startup, launching a newsletter or publication that offers valuable insights about trading and investing could build an engaged audience with a genuine interest in your field. This audience can then be leveraged to generate returns and attract new customers to your startup, ultimately benefiting your primary business objectives.

    Ready to leave your competition in the dust?

    As you venture into the world of marketing strategies that actually work, you have the potential to take your brand to new heights. It’s time to make a lasting impact and become the pioneer your startup deserves. The future of your brand’s success starts now.

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    Arian Adeli

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  • How to Boost Your Brand With Social Media Storytelling | Entrepreneur

    How to Boost Your Brand With Social Media Storytelling | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In recent Entrepreneur articles, I’ve been talking about the power of brand storytelling through a three Rs approach and by considering your brand’s social identity. It may be easy to imagine how to tell a brand story in traditional media like TV ads or even print ads, but what about social media? Social media is an important part of most marketing communication strategies today. The average percent of marketing budgets spent on social media has increased from just 3.5% in 2009 to over 15% in 2021.

    Consider social media’s differences

    Traditional forms of digital marketing communication consist of well-crafted visual and verbal messages. That is a part of social media content, but it also involves listening and creating custom messages in response to consumers. Real-time discussions, scheduled brand posts, curated related third-party content, shared consumer-generated content and paid influencer content combine into a social media plan. While marketers can’t control all the brand messages, they can manage the conversation through storytelling. How?

    Related: 5 Reasons Brand Storytelling Is Critical to Your Marketing Strategy

    Search social communities for story insights

    Confirm that the brand is active on the social media platforms where current customers and prospective customers are most active. To tell the right stories, you must be in the right places. Once you identify the most active brand community platforms, study the content and interactions that occur on them. Each social platform is unique and comes with different expectations from users and brands.

    The most engaging and effective content on Facebook or LinkedIn is different from Instagram, TikTok and YouTube. Social media listening can help you understand the differences by collecting data from brand social mentions and other relevant conversations. Also, research social platform algorithms to learn what each emphasizes in determining what content appears in a person’s social media feed.

    Social media can tell stories in multiple ways

    Research conducted by my colleague Michael K. Coolsen and I found that YouTube brand advertising videos that told a complete story received more shares and views than ones with less or no story development. Shares and views increased as stories developed with the greatest improvement in engagement with four and five-act stories following the five-act story structure known as Freytag’s Pyramid.

    However, much of social media takes different forms such as 240-character tweets, 15-second TikTok videos or Instagram and Pinterest photos. Even on YouTube, the popular 6-second YouTube bumper ads can present a challenge to tell a complete story. For these social media platforms, think of each post as a small part of the larger story.

    Plan the plot for a bigger brand story that leverages all five acts expressed in social media on a daily or weekly basis over a longer time. Schedule on a content calendar to ensure the right story is told in the right order to the right audience. YouTube bumper ads can also be scheduled so that individual users view them in a specific order over time.

    No matter the form or time, a series of social posts can take you on an emotional roller coaster where tension is created and then released, producing emotions that your audience will want to share with others. Below are suggestions on how to tell a story on social media in each act of Freytag’s Pyramid.

    • Act 1 — Introduction: Show your brand’s history, people and mission or vision. Or describe the background of your typical customer as the protagonist in a story.

    • Act 2 — Rising action: Simply posting the same promotion or benefit won’t draw or keep interest. Build up tension through obstacles leading to a big action, reveal or turning point.

    • Act 3 — Climax: Depict the brand or customer reaching a defining moment and discovering a solution or conquering a challenge with your product or service.

    • Act 4 — Falling action: If your story depicts an obstacle overcome, show the outcomes for the brand or consumer. If your story is about an opportunity seized, illustrate the benefits.

    • Act 5 — Resolution: Display the brand or customer winning in a final victory. Give a glimpse of the ultimate brand and customer goal or the “happily ever after.”

    Related: Win More Business by Copying Nike’s Storytelling Playbook

    Each of the five storytelling acts can be told through a combination of brand-created posts, shared third-party content, reposted consumer-generated content and paid influencer content. Remember to leverage the power of both verbal and visual communication to fully illustrate each act’s message and meaning.

    The way you release your brand stories into the world through social media matters. Be more strategic by researching social media platform differences, searching social media communities for story insights and considering the larger plot in your brand stories as told through a five-act story framework.

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    Keith A. Quesenberry

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