I resolve to create more interactive content.

Interactive content

Interactive content is hot right now. rating a way for your followrs to engage with you longer is important. Interactive content inspires action. Since it’s interactive it requires the users to spend a longer time wiht the content, and to actually engage iwth ti. So what are the best types of interactive content? We share five of our favorite types of content below.

1. Interactive Infographics

Infographics are one of the top sahreable pieces of content. Why? Because they’re unique, artistic, and the relay information in a beautiful and easily digestible way. Infographics can be used to show stas for a research study in an artistic way. Interactive infographics takes this great peice of content and makes it that much better. When you can intreact wtih the infographic you are really going above and beyond. Here are some examples of our favorite interactive infographics.

Interactive Infographic

A great example of an interactive infographic is The Daily Routines of Creative Famous People. You’re able to interact with the infographic by clicking on the button “sleep” for example, and the infographic shows the times of day that each creative famous person spends sleeping. This type of content is more fun and engaging than an image itself as you can visually see the time of sleep and it makes a bigger impact this way.

2. Polls and Surveys

Airbnb Customer Feedabck

Polls and surveys are a great market research tool. You can ask your audience anything to learn more about them. For example, you can create a Facebook poll asking your audience what time they’re online. Then you can use this information for your marketing stratgy and begin sharing only during that time. It’s a win win because your audience gets the opportuntity to voice their opinion and you show your aduience that there opinion matters. Airbnb does a great job of using surveys to generate customer feedback. This is a win win because the customer has an opportuntity to have their opinions heard and airbnb can become a better service by finding out what works and what doesnt.

3. Interactive Email

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Email is a great place for interactive content. Make the buyers journey that much easier by having interactive content directly in the email you can eliminate that extra step to send an email, have a CTA, then hop that people will click and buy- skip that extra step by inserting a piece of interactive content, like the one above and allowing your customers to purchase and shop directly within the email.

4. Calculators

Debt Repayment Calculator

There are tons of ways you can use calculators to show your audeince something. Of course, the obvious comes to mind which is a bank, studnet loan company, any company in the financial sector. Calculators are a great option.

Caluclators provide valuable data to your aduience. This is an easy way for you audeience to have their questions answered without having to wait on the phone on hold they can quickly discoer their credit card rate etc.


https://www.snapapp.com/platform/interactive-content-types/calculators/


https://www.creditkarma.com/calculators/debtrepayment

5. Interactive Video

Interactive Video

Video is huge right now as we discussed in our previous post. Interactive video is the new black. Interactive video can be used in so many ways. For example this video by Honda if you click down on the “r” key on your keyboard you can switch the view from daytime to nighttime. INteractive video increases the length of time someone will be spent vidwing and interacting with your content which is important. This helps with SEO if you have someone on your page fo rx amoutn of time, you can increase your ratings on google and interactive video is possibly the best way to have someone interact with your content for the longest amount of time.

https://www.singlegrain.com/blog-posts/content-marketing/7-types-of-interactive-content-why-and-how-to-use-them/

http://view.wirewax.com/8117237



I resolve to create a video this year.

This just in…well, not really. People LOVE video. And we don’t see that changing anytime soon. People love video so much, in fact 85% of the US internet audience watches videos online.

Incorporating video into your marketing strategy is essential for the success of your campaign. You won’t be the only company doing this either. 87% of online marketers use video content in their marketing plan. Here are some ideas of types of videos you can take this year.

51% of marketing professionals worldwide name video as the type of content with the best ROI.

  • Marketers who use video grow revenue 49% faster than non-video users.

1.Go BTS (behind the scenes)

Your followers are already interested in your product/service now further that interest by giving them a backstage pass to your space. Show them the faces behind the brand. This is becoming more and more important as consumers want to connect with businesses on a personal level. We want to see that there’s a human behind the business. Who works there? What is the office environment like? Show us.

2. Post-event

After you spent all of this time marketing your event and filling the seats, now it’s time to show your audience (those that showed up and those that didn’t) your awesome event! Show off your community and your awesome even. This is really great content as people love to see themselves, and this could encourage a lot of shares. Social video generates 1,200% more shares than text and images combined. So creating a really great event follow up video can skyrocket your social engagement.

3. Influence Action

Video is a great tool to encourage your audience to do something. You can touch someone through video in a way that text and images combined cannot incorporate. There is something about video that can illicit emotions in a way that text and images cannot. For example, sharing a video during giving tuesday to encourage your audience to donate. Video can help show what their donation will go towards and get the message across in a stronger way than text/images- and you’ll get a lot more shares and therefore spread your message faster and beyond your followers.

4. Create a tutorial

Using video as a way to create a tutorial is an awesome idea. You can show your audience how to do x,y,z. We’ve all seen those Tasty videos that in under 1 minute show us how to make a delicisiou meal. This content is the exact kind of content that is oging to influence action etc.

5. Share your story

Show your story to your followers. Show them what it means to be you. What does your brand stand for? What is your mission? What is your brand voice and brand personality?

https://blogs.constantcontact.com/video-email-marketing/https://www.wordstream.com/blog/ws/2017/03/08/video-marketing-statistics

YouTube Video

I resolve to answer these three brand swagger questions.

Swagger

Now that you’ve completed your brand values pyramid, the next step is to answer these three brand swagger questions. These questions can be difficult to get to the bottom of, but once you understand them, they allow your brand’s strategy to flow naturally.

1. What does it say about a person (a customer, a user) that he or she uses/wears/drinks/easts/lives your brand?

The answer to this question lies in how your product/brand addresses someone's core values and beliefs.

2. What makes your brand indispensable? 

What is the singular benefit he/she gets from using your product or brand that they can't get ANYWHERE else?  The answer to this question is NEVER about the product – the speeds/feeds or the "ities" (reliability, adaptability scalability, manageability, etc-ability.)  The answer to this question gets to the true differentiation of your product and the root of the emotional relationship people have with you and your brand.

3. How do you make your customer a HERO in his/her own story? 

Everyone has a story.  How does your brand play into the customers' own stories?

All of these answers will lead you to discover how your brand gives a person that sexy swagger that makes them swoon.

To stay informed about our New Year, New Brand resolutions, submit your contact information. We’ll email the resolutions each day they’re posted!

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I resolve to use email strategically…even in the busy season.

Email

It appears more often than not, brands get an urge to over-email when the busy season hits (Black Friday, Cyber Monday, etc.) We’ve all experienced our inboxes filling up quickly around this time. But sending too many emails can lead to the one message you don’t want to see: unsubscribe.

I explained in a detailed blog post last year, that I’m an email lover, but one of my favorite brands over-emailed me to the point where I chose to unsubscribe. Yes. I unsubscribed from a brand I LOVE because they sent too many emails.

So, I want to reiterate the importance of using email strategically (even during the busy seasons). Save this image to your desktop so that before you hit send on any email, you answer these questions:

Email Questions

I’ve found more often than not, these two questions are a good guide when the urge to over-email is high.

To stay informed about our New Year, New Brand resolutions, submit your contact information. We’ll email the resolutions each day they’re posted!

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[INFOGRAPHIC] I resolve to figure out my brand archetype.

Brand Archetype

We all want a loyal following. We’re constantly looking for that magical marketing plan that will connect us to our audience and make our product an irreplaceable part of their life. What we don’t often realize is that connections are relationships. If we aren’t clear about who we are, no one is going to be interested in dating us.

The short version is this: There are 12 basic identities—or archetypes—a brand can assume. Check out our infographic below, that describes each archetype in detail and then discover which archetype your brand is.

Untitled-2-02.png

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I resolve to complete my brand values pyramid.

Brand Values Pyramid

If you think back to Psychology 101 class in college, you probably remember studying Maslow’s hierarchy of needs. Maslow shaped his hierarchy like a pyramid, with the most basic human needs—food, water, shelter, air—at the base and loftier, more emotional needs at the top. The theory is that all humans must first solve for the lower levels of the pyramid before moving to the upper levels. Once a person is no longer worried about finding food and water, he or she can move up to solve the problem of safety. Once that person figures out safety, he or she can move up to love, and so on.

Just as Maslow’s hierarchy explains human motivation, the brand values pyramid illustrates the idea that, when a person makes a decision to purchase or use a brand, they are motivated to achieve certain needs. After fulfilling one need, a person seeks to fulfill the next one, and so on.

As customers move up the pyramid, brands must meet more of their customers’ emotional needs, and as those emotional needs are met by more and more companies, the best brands must support customers’ process of becoming self-actualized.

We’ll walk you through the steps to complete your brand values pyramid below.

1. Discover your brand’s baseline requirements

In Maslow’s pyramid the basic requirements are food, water, shelter, air, and so on. You need to discover your brand’s baseline requirements. For example, let’s look at cars. The baseline requirements are wheels, an engine, and a steering wheel, as well as seats, mirrors, windows, and the basic functional benefit of getting you from point A to point B.

All cars must meet these baseline requirements and deliver these functional benefits, or today’s market of car buyers will not take them seriously.

2. Identify your brand’s emotional requirements

The next levels up in Maslow’s hierarchy are safety, belonging, affiliation and esteem needs. These are the benefits that make you feel like you’re part of a group and protected.

In the brand values pyramid, these middle tiers describe how certain features make the consumer feel. In car talk, these are the options. In branding, we refer to them as emotional benefits. Emotional benefits can provide a competitive advantage, but they are not your brand.

The options packages in the middle of the pyramid for today’s cars are things such as Bluetooth, voice-activated navigation, heated seats, self-darkening mirrors, bi-xenon headlamps, and a variety of other cool things.

Not every model of car in a category offers those features, so they’re still somewhat differentiating and can command a premium purchase price. However, these features are easy for other brands to imitate, so they don’t define the brand and certainly aren’t sustainable long-term brand differentiators.

Like the functional benefits we discussed before, emotional benefits alone will never be enough to create and sustain a brand. As today’s options become tomorrow’s standard equipment, these emotional benefits aren’t enough to differentiate your brand.

3. Uncover your brand’s self-expressive benefits

Self-expressive benefits—the stuff at the top of the brand values pyramid—enable customers to complete the statement, “When I eat/drink/drive/wear/use this brand, I am___.”

This is where brands become transcendent, symbolizing their customers’ self-concept and giving consumers a vehicle to express themselves.

When brands provide self-expressive benefits to their users, they can engender deep emotional connections. For example, consider the difference between the self-expressive benefits associated with Heineken beer, which may heighten a person’s self-concept of being a sophisticated, discerning, worldly person, with those of Budweiser.

The most powerful brands are the ones that say something about their user. The key to successful branding is to make self-expressive benefits part of the brand value proposition to add richness and depth to the brand and the experience of owning and using the brand.

To stay informed about our New Year, New Brand resolutions, submit your contact information. We’ll email the resolutions each day they’re posted!

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I resolve to find my ideal customer and start speaking their language.

Your Ideal Customer

Your brand is not about you, your brand is about your customers….and not just any customer, your ideal customer. It’s so important for you to discover who your ideal customer is and start speaking to them.

We’ve outlined some steps below to help you get started.

1. Identify who your ideal customer is

Your ideal customer is the customer who is most highly predictive of your brand's success. The person who will bring in the most amount of revenue over time because he or she has so strongly bought-in to your brand experience.

To identify your ideal customer, ask yourself these questions:

  • Who will keep buying from us again and again?

  • Who will become our brand champion?

  • Who will express irrational brand loyalty?

  • Who will submit positive reviews?

2. Create your ideal customer profile 

Now take it a bit further. Close your eyes and conjure up a vivid image of who the perfect person is to buy your brand. Who are they? How old are they? Are they male or female? Married or single? What is their income? Conjure up an image of who that person is, and write down everything you can think of. Once you’ve written down everything you can think of, dig deeper.

Continue to go through the process of envisioning who this person is and what their life looks like. Write it all down. Even draw a picture of them.

3. Discover your ideal customer’s needs 

Once you’ve created this ideal customer profile, the next step is to think about that person’s needs. This is the hardest part; this is the part where you have to really dig in.

Understanding your ideal customer in depth enables you to understand what that person needs most from you and your brand. By getting inside the head of your ideal customer, you’re able to extract from it the story that the customer wants to tell themselves and the world about who they are. Eventually you’ll get a clear image of who your ideal customer is and, ultimately, whom your brand is for.

4. Complete the ideal customer exercise 

This is great, but how do you actually do it? How do you figure out who your ideal customer is?

We recommend our Ideal Customer Profile Exercise. Ideally this is done in a group brainstorming session with the staff in your company who are most involved in customer-facing roles.

Don’t just invite the top executives! Often it’s your salespeople, customer service reps, returns processors, and delivery drivers who are closest to the customers. They actually know more about your customers than your marketing team ever could.

What I’d recommend is bringing a group together with a big roll of butcher paper, and dividing up into smaller groups to answer the following questions:

  • Who is our ideal customer?

  • What does their average day look like?

  • What are the needs they’re looking to fulfill?

5. Outline marketing strategies for your ideal customer

Once you’ve discovered exactly who your ideal customer is, the next step is to create marketing strategies to gain the interest of this customer. Everything you do in your marketing should always focus on your ideal custome, because they are your target audience.

To stay informed about our New Year, New Brand resolutions, submit your contact information. We’ll email the resolutions each day they’re posted!

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