performance

Do your customers even know that it’s Christmas?

Can you believe it? Santa season is coming! For your brand, it means that you only have 19 more days to make your strategy work and get on your customer’s wishlist. But what is your content strategy saying about Christmas? Is your company taking advantage of this popular temporary season and applying it to its brand strategy? Sure, you have some Christmas decorations and a little hat over your logo on your social media posts, but at this point you have to ask yourself, is that really enough? Do you consider that a real Christmas strategy?  If so, we need to have a serious talk, boo. So, don’t be a Scrooge and let’s get into this.

After Cyber Monday being the heaviest day on digital sales, your brand is now on a thirty-day war between Cyber Monday and Christmas. Why is this important? Because you want your brand to stand out from the others and sell some good Christmas gifts before 2018 ends.

According to the book Holiday Shopping 2018 A Strong Economy Sets the Stage for a Spending Surge, 2018 US holiday ecommerce sales are expected to grow 16.2% this year, summing up to $123.39 billion. So how much of holiday e-commerce spending will be m-commerce? E-commerce will be increasingly driven by mobile commerce, which is expected to jump 32.6% and will account for 44% of holiday ecommerce spending.

After Cyber Monday being the heaviest day on digital sales, your brand is now on a thirty-day war between Cyber Monday and Christmas. Why is this important? Because you want your brand to stand out.   Photo courtesy of Lizzie Darden ( @lizzie_darden )

After Cyber Monday being the heaviest day on digital sales, your brand is now on a thirty-day war between Cyber Monday and Christmas. Why is this important? Because you want your brand to stand out.

Photo courtesy of Lizzie Darden (@lizzie_darden)

Now, let’s take a step back and get on our time machine, because it’s time to go back to Christmas season 2017.  Get on your DeLorean and go back in time, because data is value and we need to learn from our mistakes and successes from past seasons. What was your top item last year on web sales? What item was low on views and clicks? By analyzing your data, you can review the steps that you can replicate and what you can improve. Because data is what, kids? Fundamental.  

If you want to review all your past data, nothing like a quick view in Google Analytics for you to review, analyze and learn to be 2018 Christmas ready.  If you need a little push, here’s a couple tips on how you can start preparing yourself:

  1. Optimize for mobile

  2. Take advantage of email marketing

  3. Look into driving SEM and PPC

  4. Influencers, influencers, influencers, baby!

As usual, let’s break it down with that last one. Influencers can help increase user engagement with a brand in several key ways. They can:

Influence (Duh?). They can give that organic feel we love so much by tagging your brand and using high quality but very natural posts featuring your brand.  This will help increase brand conversations on Instagram which are really important for the algorithm. By tagging brands in their posts and featuring the product in an authentic way, influencers help increase conversations about the brand on Instagram.

In the Instagram community, an influencer’s followers are more likely to see your brand surfaced in the Explore tab if they liked and commented on a sponsored post by an influencer they follow. They’re also more likely to follow your brand and see your tagged shopping posts surface on their feed.

Create. To increase the chances of being followed on Instagram or capturing the attention of potential customers or followers, your content needs to be king. High quality photos and videos that feel authentic to the channel are more likely to generate engagement. People say authenticity is important when deciding what brands to like and support. Authentic influencer produced content can be re-posted by brands on their feed to give people the social proof that they need to want to support your brand. Again this is the organic feel, because it’s not portrayed as sponsored or even paid. That’s why we know see more collaborations with influencers more than ever.

There’s the perception that influencer marketing is solely for brands with deep pockets, but this isn’t necessarily the case. Increasingly, there’s a growing trend towards brands collaborating with non-traditional and micro influencers, who don’t demand nearly the same price tag as well-established digital talent.
— James Murphy, Chief Executive of ad agency Adam & Eve DDB.

If you feel like your brand is not feeling the Xmas feeling, let us know! We know we’re ready! Let us hook you up with a badass Influencer Marketing strategy, our #GNBSQUAD is holiday sale ready and we can create that magical feeling for you. Take a look at our roster, choose your favorite elf and see how we do.

Five Tips for Holiday Marketing Success

Well, if we said it once, we’ve said it a million times; the holidays are coming. And shoppers are getting those coins ready, honey. But as they prepare their hard earned coin, they’re also preparing their brains because consumers are more cautious and strategic than ever when it comes to shopping and with thousands of brands throwing stuff out there, people are literally being bombarded with offers and promotions. So how are you stepping up to promote your stuff this year and reach the people that you want to reach? Let’s. talk. marketing. strategy.

According to Business.com, in 2017 alone, the winter holiday sales brought in $138.4 billion of revenue online, with in-store sales adding up to $691.9 billion. So, if you’re looking for a piece of that this year, let’s talk about the five best marketing strategies that will boost your holiday sales:

  1. Determine the type of discounts you want to offer. 2018 consumers are savvy shoppers. They know that businesses are competing for customers, and they are on the lookout for discounts and sales. As we mentioned in a previous article, giving an affiliate code to every Influencer that works with your brand is a great way to keep track of their impact with their audience while also making your consumers feel special and unique by giving them a special treat only for the people that choose to follow your Influencer.

  2. Provide gift suggestions. It's only going to get more hectic from now until the holidays. Make things easy for your customers. Influencers are a great resource for this particular one, because they know their communities and are really savvy when it comes to being visual about the type of content they upload. They have blogs and other social media channels where they can create gift guides and other great resources to showcase your products in a way that will appeal to your consumer.

  3. Tap into nostalgia. Have you ever browsed your instafeed and totally melted when you saw a blogger rocking a Fresh Prince of Bel Air t-shirt? Bet your entire childhood came crashing down on you and that is something you can use. The holidays are surrounded by a glow of memories of childhood and magic, times when the snow was thicker and Santa Claus was real. Why not design your holiday marketing campaign to tap into holiday nostalgia?

  4. Make the most of mobile. Mobile marketing has become increasingly important for e-commerce in the last couple of years. Over $17 billion of sales were made by mobile in the 2016 holiday season and over $35 billion in the 2017 season. In 2018, mobile sales are predicted to surpass desktop sales for the first time. Instagram is driving sales for brands now more than ever with their shopping tool to tag products in photos. Your Influencer can do a great job at being visual while also making things easier for people to shop your products.

  5. Turn to video marketing. Video marketing is on the rise, allowing you to market your brand, not just your products. Consumers love behind-the-scenes videos relating to their favorite brands. You can use an Influencer to collaborate on holiday campaigns and sales to make your brand more relatable.

Influencers are a great resource to showcase your products in a way that will appeal to your consumer.   Photo courtesy of Alyssa Campanella ( @alysscampanella )

Influencers are a great resource to showcase your products in a way that will appeal to your consumer.

Photo courtesy of Alyssa Campanella (@alysscampanella)

Now, go back and read the five strategies again. When you read them out loud, one tool comes to mind and becomes very clear—Influencers. Influencers can be your special magic trick under that Marketing sleeve of yours and save the day, the year, the whole damn season! Go micro, nano or macro with your Influencer. They’re going to be your best allies.

And this is what we do. The GNB Squad is all about finding the best solutions to our clients and making sure we take the best care of them. Take a peek at our roster and get ready to have your mind *blown* with the perfect strategy for your brand. You’re welcome.

*drops mic*

‘Tis the Season: Come get your Pumpkin Spice Sales Strategy

We’ve been talking about several different topics in our past holiday articles (now’s a good time for you to go to the blog and catch up on some reading ;)), but one word that we have mentioned a lot that they all have in common is strategy.  Are you feeling trendy?  Feeling like your brand could catch up with the holiday buzz? Well, honey, it’s time for us to talk all about strategy. Creating a proper and efficient strategy is not only about sell, sell, sell.  

What we’re looking for is to get creative and finding a neat structure for your strategy, i.e. changing something old with a new concept—Design thinking! Ring any bells? Got your attention?  Let’s continue then.

Now, what is Design Thinking? Because it sounds like something that should be exclusive to graphic artists, right? Wrong. Design Thinking is not an exclusive property of designers—all great innovators in literature, art, music, science, engineering, and business have practiced it. The Design Thinking approach has one single goal: to understand and solve a problem for the consumer. It’s characterized by empathy, customer-centricity and curiosity. Design Thinking as a whole is a complex, in-depth set of principles. When used to address other business problems, only the most relevant and useful principles are pulled out and applied. When it comes to the sales process, the discovery phase is where the Design Thinking principles can make the biggest impact.

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“The Design Thinking approach has one single goal: to understand and solve a problem for the consumer.”

Photo courtesy of Rebecca Stice (@aclotheshorse)

OK, we know you, boo. You might be thinking that Design Thinking cannot be applied to Influencer Marketing. What you don’t know, is that based on your goals, Influencers can become a bridge between a sale and an experience itself. How? By sharing, creating that organic feel and taking that natural momentum to drive and promote your products/services in a very connected way.

An Influencer promoting and amplifying your message and your brand, to their audience means credibility. It means additional reach, and it means you get an outsized modifier to the conversion process.
— Rand Fishkin, Founder of Moz

We’ve been through it before, but we’d like to freshen you up with five of the most important Influencer marketing goals your brand should focus on:

  1. Brand awareness

  2. Traffic

  3. Sales and lead generation

  4. Social media followers and engagement

  5. Reputation

Since the Holiday season is coming up, you can combine your Design Thinking planned for other channels and apply it to any new Influencer strategy that you might be interested in. Your main goal should always be connecting with your users and possible customers. They need to know that someone’s listening to them.  

But don’t get it twisted, know what to listen for. A great piece by Krill Tsernov talks about why you should listen to your customers and why you shouldn’t. It’s about finding a balance and creating a healthy relationship with customer feedback. Do we over or underestimate listening in our business success?

So, to sum things up, balance and structure are key when it comes to strategy. Design Thinking will help you get your strategy on and make Influencers your best allies as powerful weapons to get as many customers as you can.

Are you still thinking that you’re not gonna make it? Is it too late now to say sorry? Don’t worry, we got you! Here at G&B, we assist you with a proper plan and have an incredible family of Influencers that can make that plan happen for you. Check out our roster and reach out to us with any questions, we’ll help you in the best way we can.