Rebranding Your Business

In today’s dynamic business landscape, staying relevant and competitive is not just a goal; it’s a necessity. One of the most effective ways to achieve this is through rebranding. At Fuel Marketing, we specialize in helping businesses revitalize their image, rejuvenate their identity, and reignite their success through strategic rebranding efforts.

What exactly is rebranding, and why is it so important?

Rebranding goes beyond simply changing a logo or updating a website. It’s a comprehensive process that involves reshaping how a company is perceived by its audience, both internally and externally. It’s about aligning your brand with your current values, goals, and target market while also adapting to the ever-evolving market trends.

Why should your business consider rebranding?

1. Adaptation to Change

Markets are constantly evolving, and what worked yesterday may not work tomorrow. Rebranding allows your business to adapt to these changes, whether it’s shifting consumer preferences, emerging technologies, or industry trends.

2. Differentiation

In today’s saturated market, standing out from the competition is essential. A well-executed rebrand can differentiate your business from others in your industry, helping you carve out a unique position in the minds of consumers.

3. Relevance

Over time, brands can become outdated or disconnected from their target audience. Rebranding provides an opportunity to modernize your brand and ensure that it remains relevant and relatable to current and prospective customers.

4. Expansion and Growth

As businesses grow and evolve, their brand identity should reflect these changes. Rebranding can signal growth, expansion into new markets, or the introduction of new products or services, helping to attract new customers and stakeholders.

5. Reputation Management

In the face of negative publicity or a tarnished reputation, rebranding can be a powerful tool for rebuilding trust and restoring confidence in your brand. It allows you to turn a new leaf and communicate a fresh start to your audience.

At Fuel Marketing, we understand the intricacies of rebranding and the impact it can have on a business’s success. For example, we successfully rebranded an iconic franchise by creating the popular fitness organization known as VASA Fitness.

Our team of experienced professionals is dedicated to guiding you through every step of the rebranding process, from strategic planning and brand positioning to creative execution and launch.

Don’t let your brand stagnate in a rapidly changing world. Embrace the power of rebranding with Fuel Marketing and let us help you unlock the full potential of your brand. Contact us today to learn more about our rebranding services and take the first step toward a brighter, more prosperous future for your business.

Maximizing AI in Digital Marketing: Top 3 Best Practices

This month we delve into the dynamic world of digital marketing, exploring cutting-edge strategies to propel your business forward. In today’s post, we’re excited to guide you through the top three best practices for maximizing AI in digital marketing.

1. Personalization at Scale:

AI empowers marketers to create highly personalized experiences for their audience. By analyzing vast amounts of data, AI algorithms can identify individual preferences, behaviors, and engagement patterns. Tailoring content, recommendations, and advertisements based on this data enhances customer engagement and satisfaction. In 2024, personalization is not just a trend; it’s a necessity to stand out in the digital landscape.

FUEL Marketing utilizes advanced AI algorithms to understand your target audience on a granular level. We craft personalized campaigns that resonate with individual preferences, boosting customer loyalty and conversion rates.

2. Predictive Analytics for Strategic Decision-Making:

In the fast-paced world of digital marketing, staying ahead requires strategic decision-making backed by data-driven insights. AI-driven predictive analytics can forecast trends, identify potential opportunities, and optimize marketing strategies. By analyzing historical data and current market trends, businesses can make informed decisions to maximize their ROI.

At FUEL Marketing, our AI-powered analytics provide real-time insights, allowing you to adapt and refine your marketing approach on the fly. Stay ahead of the competition by leveraging predictive analytics for strategic decision-making.

3. Chatbots and Conversational Marketing:

In 2024, conversational marketing continues to gain traction, and AI-driven chatbots play a pivotal role in fostering real-time engagement. Chatbots enhance customer interactions by providing instant responses, personalized recommendations, and seamless transactions. Integrating chatbots into your digital marketing strategy not only improves customer satisfaction but also increases efficiency and cost-effectiveness.

FUEL Marketing designs and implements AI-driven chatbots tailored to your brand’s voice and customer needs. Enhance your customer service and streamline user experiences with our cutting-edge conversational marketing solutions.

Incorporating AI into Your Marketing in 2024:

As we step into the future of digital marketing, embracing AI is no longer an option but a strategic imperative. The top three best practices mentioned above—personalization at scale, predictive analytics, and conversational marketing—will shape the success of businesses in 2024 and beyond.

Ready to revolutionize your digital marketing strategy? Contact FUEL Marketing today to leverage the power of AI and propel your brand to new heights. Our team of experts is here to guide you through the exciting possibilities that AI brings to the world of marketing.

Don’t miss out on the future—embrace AI with FUEL Marketing and stay ahead of the curve. Contact us now to get started!

Posted in AI

Increase Your Impact: Use Google and Bing Ads Together

Google Ads and Bing Ads (also known as Microsoft Advertising) are two of the most popular online advertising platforms. The concept behind both platforms is the same as they allow businesses to display ads on search results and other partner sites, help businesses reach specific audiences, and drive traffic. However, each platform has key characteristics that allow unique advantages. As both platforms continue to advance, it is essential to think of the two as a pair.

Benefits of Google Ads

Google Ads is the most common online advertising platform. It consists of two networks, search and display. Google holds a significantly larger market share of search traffic as people are more likely to choose Google over Bing. This can potentially lead to a larger audience for your ads. Google Ads offers advanced features and formats. The integration of Google Suite allows for ease of transition. The process of granular targeting within this platform provides more options for targeting and more detailed demographic data.

Benefits of Bing Ads

Owned by Microsoft, Bing Ads has three search engines (Bing, Yahoo, and AOL), so when you advertise on one platform, it is shown across all three. Advertisers can obtain an additional, wider reach with this integration. Since there is less competition in the search query, Bing allows your product or service to populate at or near the top of the page. Additionally, as a less popular platform, Bing can bring a higher ROI for some advertisers. Bing’s user demographic represents higher age groups, higher income levels, and a stronger purchasing power. Bing allows ads to run at a specific time in your ad viewers time zone. Audiences are also able to be targeted based on specific devices and operating systems. Google only allows this to be done with display and video campaigns.

The Power of Both Platforms

The decision between Google Ads and Bing Ads typically depends on your individual business objectives, target demographics, and budgetary constraints. Some companies choose to utilize both platforms simultaneously, aiming to extend their market reach and capitalize on the unique advantages offered by each. It’s essential to monitor and adjust your campaigns continually, regardless of the platform you choose, to ensure you’re getting the best possible ROI. Overall, Bing Ads are the perfect complement to Google Ads and pairing the two together will allow you to go beyond your current reach.

To get started with a targeted Google and Bing advertising campaign for your business, contact us at [email protected].

Unleash Your Company’s Potential with Direct Mail Marketing

Direct mail marketing is an effective strategy that can propel your business to new heights. With its highly targetable nature, ability to stand out, and simplicity, direct mail offers numerous benefits that can boost your marketing efforts. Let’s explore these benefits.

Highly targetable

Direct mail allows you to carefully select households based on various demographic factors such as age, gender, income, education level, and even interests. This level of customization enables you to tailor your messages and connect with specific audiences, whether they are movie enthusiasts or passionate about certain political issues.

Stands Out

The possibilities for what you can send through direct mail are virtually LIMITLESS. From postcards and letters to brochures, bubble envelopes, and even branded gift boxes, you have the creative freedom to make a lasting impression. By choosing unique and eye-catching formats, your direct mail pieces are more likely to grab recipients’ attention.

Simple

Direct mail is a time-tested marketing tactic that enjoys widespread trust and credibility. Its long-standing presence in the marketing landscape has built a level of confidence among consumers. Moreover, when executed effectively, direct mail boasts a high response rate. You can even track the success of your campaigns by incorporating QR codes for online offers or monitoring store redemptions!

Ready to unlock the full marketing potential of your business?

Contact FUEL Marketing today at [email protected] and embark on a successful direct mail journey.

The Power of Full-Service Marketing Agencies: Why You Should Choose One

The business world is ever-evolving and fast-paced. The success of your business – whether it be a start-up or an established corporation – relies heavily on marketing. Reaching target audiences, standing out from the competition, making a lasting impact, and keeping up with industry changes is a full-time job in itself. A full-service marketing agency can be a key factor in helping a brand flourish.

Broad Range of Services

When hiring a full-service agency, you unlock every aspect of marketing. From marketing research to brand management and everything in between, a full-service agency can assist with it all. Most of these types of agencies will offer creative services, media buying, public relations, digital, traditional advertising, social media, and website development. From the initial stages of strategic planning to production, a multidisciplinary agency has the expertise to help a business reach its goals.

Consistency and Cohesion

Target audiences are reached through many different marketing channels and strategies. It is vital for the longevity of a brand to keep content consistent across all platforms to resonate effectively with the target audience. Outsourcing to different agencies can create discrepancies and force the business to spend more time and effort into making sure the presence of a brand stays consistent. With a full-service agency, the team is working together and has expertise in all marketing channels. With this expertise and experience, a company’s appearance will always be cohesive.

Expertise

An agency’s employees, skilled in all forms of marketing, have a deep understanding of consumer behavior across all platforms. This is essential when creating cross-functional campaigns. An in-house marketing team can quickly become costly and time-consuming when updates to media platforms and trends happen. A company will have to spend time and money to train their employees on these updates, whereas a full-service agency has a wealth of knowledge and the time to be trained consistently on technology and marketing updates as well as the ability to adjust to a business’ needs at a moment’s notice.

Creativity

Having an in-house team can be beneficial as they know your brand in and out; however, having the same set of people working on your content can result in a loss of new creative ideas. A full-service agency has a team of many different types of people who can always give fresh ideas that keep up with creative trends.

An agency with knowledge and experience in all marketing channels helps businesses with all aspects of their marketing needs while being the most financially efficient. They are able to keep up with the latest trends, focus on all forms of advertising, try new tactics and strategies, and assist in long and short-term marketing goals.

Searching for a full-service marketing agency? FUEL Marketing has 20 years of experience in brand management, design, media buying and more. Contact us to learn how we can make your brand a powerhouse!

Are Statistics the New Secret Tool for Marketers?

Are statistics the new secret weapon?

During a recent interview, one of our agency partners was posed with a question about the integration of statistics by FUEL’s team into our client strategies. This prompted us to contemplate the frequency and significance of statistics within the realm of marketing.

It’s essential to harness both critical-marketing-expertise and statistical know-how… your new secret weapon in advertising. Marketers should have an excellent grasp of statistics, measurements, and methodologies to craft effective, compelling campaigns. Every aspect of advertising should be driven by data, from the ad messaging to the optimization-roadmap. Utilizing statistics gives marketing recommendations credibility, helps define target audiences, and improves the likelihood of success.

Why should the entire agency have these capabilities?

Media buying is one branch of an agency that uses an immense amount of data including demographics, behavioral analysis and customer sentiment data. When advertising to the public, marketers receive a massive influx of data in return. Key metrics, or KPIs, that help evaluate the performance of an ad include an ad’s traffic, bounce rate, click through rate, and conversion rate. These metrics are constantly fluctuating, and marketers must question what is causing the ebb and flow. Having a big picture view of competitors, market changes, and other outside influences can help identify what is triggering the changes.

Evaluating statistics and implementing findings is a daily task for social and digital marketers. For effective social or digital ads, it is vital to understand how to fully optimize each ad. Tracking the demographic and the frequency rate helps to define the ideal target audience. These audiences can be found by tracking clicks per platform, ages, gender as well as new or returning users.

Statistics in Practice

A statistical analysis of who is buying, when they buy, how many times they buy, and how much money they spend is also crucial to success. Analyzing consumer behavior enables better forecasting and provides a layer of information that will ensure success. On digital platforms, lookalike audiences can be created by using current client data to find people who have similar behavior patterns and are likely to purchase or engage with your brand. Messaging can then be tailored to this more statistically valid group of interested parties.

“A/B testing” is a buzz-term in marketing, and is a method marketers use to compare two versions of ads to determine which performs better. If you have the luxury of time and budget, it’s important to do A/B testing on nearly all your campaigns. This tried-and-true method provides the stats and knowledge to create better content and rationale. Marketers learn what images or layout works best, what colors inspire action, when headlines capture more attention, what CTA drives clicks, and more. One out of eight A/B tests results in a change in ads, and about 60 percent of agencies surveyed state that this testing plays a big role in improving conversion rates.*

Our media team is constantly analyzing and interpreting statistics to determine how to optimize campaigns for clients. Data is an elemental piece of marketing that is required for success. At FUEL, we live by the words of the groundbreaking statistician W. Edwards Deming, “In God we trust. All others must bring data.” For more information, contact us.

* enterpriseappstoday.com/stats/a-b-testing-statistics.html

Understanding Marketing Metrics: A Crash Course

Marketing terminology can be challenging to understand, but knowing the true definition of marketing metrics and terms is crucial for developing successful marketing campaigns and ensuring that you are meeting intended business objectives. Key marketing measurement terms and metrics include KPIs, impressions, reach, frequency, CTR and CPC. This crash course marketing metrics guide will help prepare you to ask the right questions and make better decisions in your next meeting.

What is a KPI?

Everything starts with KPIs or Key Performance Indicators. This is the metric that measures the performance of your company and the effectiveness of your marketing. KPIs can look different for every business. KPIs can also vary based on the objective of the campaigns. Here’s a quick introduction and explanation of some of the primary KPIs that are used in marketing.

Impressions

In plain English, an impression is the total number of times an ad has been seen on a platform. This is a valuable metric for all campaigns but will be the most useful for campaigns that focus on spreading brand awareness.

Reach

Slightly different from impressions, reach is the total number of unique people that have seen an ad. This might seem the same as impressions, but impressions can be higher than reach because one person can see the ad more than one time. For example, if someone sees an ad three times, the ad will have an impression count of three, but a reach of one. By expanding the reach of your audience, the number of impressions will likely increase.

Frequency

Calculated by dividing the number of impressions by the reach, frequency is the number of times a person is exposed to an advertisement. This metric is helpful because increasing the frequency of an ad increases the likelihood they will make a purchase or remember your company/offering. As a rule of thumb, an ad is most effective when it reaches a frequency of three.

Click Through Rate (CTR)

A useful ratio to understand, CTR is the number of clicks divided by the number of impressions. A “good” CTR will depend on the type of campaign, promotion, and platform, but remember that the higher the CTR, the more successful your campaign will be.

Cost Per Click (CPC)

Also known as Pay-Per-Click (PPC), Cost-Per-Click (CPC), is used to determine the cost of showing your ads. It is the total advertising cost divided by the number of clicks an ad received. Your goal CPC will be determined by the price of your product or service.

Measuring key performance indicators is vital to the success of your advertising, because these stats will help you see areas for improvement as well as opportunities for continued success and growth. Understanding what these metrics mean and the power they hold will help you make data-driven decisions and will improve the performance of your campaigns in the short and long term.

The How-To of TikTok

TikTok can be an intimidating platform when it comes to marketing strategies- the algorithm is seemingly random, making virality seem elusive to every user. However, there are a few best practices that can ensure a greater audience reach.

Use Insights

TikTok’s Business Account feature gives insight into your company’s demographic makeup, such as age and gender. These insights can be valuable when planning content because they can help identify optimal trends and times to post. Understand and interpret insights here.

Stay Consistent

Unlike other social media platforms, the TikTok algorithm rewards those who post more frequently. Posting once a day can be a challenge for many businesses and content creators, but the platform has adopted a more “casual” and “down-to-earth” setting. While videos need to be high quality, do not overthink aesthetics. Great content can easily be created without the perfect background or scene.

Serve Fresh Content

While posting frequently is a key best practice for TikTok, the platform recommends posting engaging and intentional content. Trends will be your best friend when it comes to reach. Make sure to stay current with sounds, music, effects, and transitions to serve relevant content to your audience. Sound is power for your videos; easily find the fastest-growing sounds on the app through the search feature. Other simple tips to remember are to post vertical videos, use trending and brand-related hashtags, add captions, and keep videos between 15 and 21 seconds.

Play to Your Niche

Tiktok has over 150 million users on the app with over half of 18-29-year-olds scrolling consistently. Because of the unique algorithm, niche products and services can gain a large following while also educating potential consumers. Within 30 minutes of downloading the app, the algorithm will start to understand the interests of the user and what videos will resonate the most. Don’t underestimate the power of strategically writing captions and hashtags. TikTok is becoming the primary search engine for users, and “TikTok SEO” will increase in importance. This is the perfect opportunity to find and carve your space into the app.

Advertising on TikTok

While TikTok can seem new and daunting, the platform is easy to use and allows for a huge international reach organically or through paid advertisements. Nielsen research shows that 43% of heavy TikTok users feel that the advertising seamlessly blends in with the organic content, leading to more engagement and clicks. Now is the perfect time to utilize your marketing budget on TikTok!

2023: What’s New on Social Media

It’s no secret that social media is ever changing, with companies merging, new policies, and adapting tastes of the public, businesses and marketers must learn to adapt to a revolving landscape. Modifying your marketing strategy to fit new tastes and policies is vital to having success online. Here are a few changes and trend predictions that you can expect from social media in 2023.

Pay Attention to Disruptors

Over the last 2 years we have seen the major social media platforms like Instagram and Facebook disrupted by growing channels like TikTok and BeReal. This will continue in 2023, with the introduction of the Metaverse. As the 3D parallel to the digital world, the Metaverse will be an augmented or virtual reality method to accessing the internet. With customized avatars and digital assets the virtual space will be an interactive, immersive, and hyper-realistic player in the digital economy. Jump on board with your company and invest in a space in the Metaverse to become an early adopter in 2023. Saks Off 5th & Instagram mogul “Betches” created the perfect example of an immersive experience with their virtual Holiday House.

More familiar to the world we are currently living in, a best practice for social media in 2023 is to utilize TikTok SEO. TikTok has become a major search engine player, creeping up on Google as a method to search for restaurants, products, and more. With new features like TikTok “local”, it becomes more important to start optimizing your brand content early to rank high on the TikTok search page. 

Focus on Engagement & Virality

Going viral has become a benchmark for success for many companies. But is it a credible marketing strategy, or just a buzz phrase? Predictions for 2023 show that Instagram, Facebook, and LinkedIn algorithms will continue to prioritize “likes” and engagement over the amount of followers, making virality a possibility for any user. This means it’s even more imperative to create interesting content because brands will have a greater opportunity to engage new prospects and build brand awareness. 

Short form videos will continue to drive as the leader of marketing content. All players in social media have adjusted their algorithms to favor bite-sized videos. Grab and keep the attention of users with punchy, high-quality content to cut through the noise. Multi-sensory experiences and interactive ads will also rise in popularity allowing the consumer to “experience” the brand and participate leading to more brand awareness and viewing time. 

Authenticity is King

New social media channels like TikTok and BeReal, grew in popularity and continued to soar in 2022. It’s important to pay attention to why and how these platforms gained their success. Users are now demanding authenticity rather than perfectly curated and filtered photos. Businesses are now expected to nurture authentic human connections, and in return, consumers will build an emotional connection with the brand. 

A brand will be more successful on social media by using authentic images of everyday life, user-generated content, and having a “personal presence” of company leaders on the pages. Dove and Daniel Wellington are great examples of brands that use primarily user-generated content. Because of this, users are encouraged to post themselves using their products, creating more brand awareness and community around the brand name.

 

Looking for help with your social strategy in 2023? Talk with FUEL about how to grow your digital presence and strengthen your brand.

Giving Tuesday: Cause Marketing & Social Impact

As a company in 2022, giving back is becoming more of an expectation than an added benefit for consumers. In a study by Foresters, they found that 91 percent of consumers expect companies to address social and environmental issues and give back to their local communities. With a generational shift and as a younger audience dominates the marketplace, cause related marketing and corporate responsibility will become critical for success.

Bridging the gap between promoting your efforts as altruistic rather than aspirational is a challenging path to navigate. However, when marketed thoughtfully and strategically your social impact can create positive association with your brand.

This Giving Tuesday, let’s talk about why your social and environmental impact matters, what to get involved in, and how to promote it.

Why

Cause marketing is a partnership between a for-profit corporation and a nonprofit organization, such as a charity or foundation. This mutually beneficial agreement helps both parties: businesses are not only able to generate new traffic through these campaigns, but also establish brand loyalty and increase customer retention. For nonprofits, the partnership can increase cause awareness and support of their organization.

Not only does cause-related marketing have external benefits of attracting consumers, but also internally. These programs help attract new talent as well as retain current employees by creating a more engaging workspace.

Ultimately, cause marketing partnerships should be created for a company’s genuine desire to give back to the community. When relationships are created for this purpose, the program will translate positively to the public, employees and bottom line.

What to Get Involved In

Examples of successful cause marketing campaigns span from Ben & Jerry’s collaborating with nonprofits to promote general ethical issues like increasing voting knowledge and ability in low-income areas. Other companies have worked with nonprofits with similar goals to their brand, like Warby Parker and VisionSpring in their attempt to bring glasses and provide vision tests to impoverished areas.

Partnerships between nonprofit and for-profit organizations can be created because of shared interests like Warby Parker and VisionSpring, or by simply seeing a need that your business can help bring awareness to, like Ben & Jerry’s. Ensuring that the relationship is mutually beneficial and has a measurable impact should be the decisive factor in a choice of collaboration.

How

Authenticity is key when promoting cause marketing campaigns. Messaging should be focused on who and why your company is supporting. Instead of broadcasting programs with a full-scale media blitz, using small media publications and organic social media content can be more effective and resonate far more.

It’s important to consider that businesses will need to go “all in” on their efforts and do more than give money to good causes. Customers will want to see real action, including marketing campaigns emphasizing the importance of the nonprofit’s message, while showing company-wide immersion in backing a nonprofit’s ethical and sustainable values. Cause marketing is an effective solution that, if done correctly, can promise growth and customer retention for your business as well as awareness of the nonprofit. To learn more, contact [email protected] or visit our contact us page.

Understanding Franchisor and Franchisee Marketing

If your goals are to build a strong, loyal customer base and grow your business, it’s important to have consistency and a solid marketing strategy. By getting back to the basics, you’ll be sure to have the foundation needed to drive growth and brand awareness for your franchise.

Here are some key marketing practices that we recommend for franchisors and franchisees:

Maintain Strong Franchisor/Franchisee Relationships

The franchisor/franchisee business relationship is unique and vital to understand. Ultimately, the franchisor is providing a structure for the franchisee to follow, yet it’s up to the franchisee to take responsibility for his or her business growth and success. Because there is a level of autonomy for each franchise location, there are still rules and regulations that need to be followed. With trust, open communication, proper training and tools and commitment, you’ll be well on your way to building a healthy, long-term franchisor/franchisee relationship.

Be Cohesive with the Brand

When building a brand identity, it is paramount for your customers to have a consistent experience at every franchise location, but creating a unified experience is not where it ends. The marketing efforts of the franchisor and the franchisee should also be in alignment.
Although it’s critical to have brand cohesion across the franchise as a whole, that doesn’t mean that there isn’t room for some personalization by the franchisee.

Consider a Media Mix

It’s safe to say that digital marketing is the future, but that doesn’t mean that traditional advertising mediums are out the window. Although there is still a time and place for radio, television and printed media, the shift towards digital marketing is proving to be more significant and yielding more sales and leads than ever before. A great place to start with digital advertising and marketing is to implement SEO and utilize social media, PPC and Google ads.

Partner with an Experienced Marketing Agency

Having a marketing strategy is one thing but implementing it can be overwhelming for some. If you want maximum results, then hiring an agency to implement your marketing and advertising strategy may be the way to go. Finding an agency that knows the importance of working with franchisor and franchisees. The first benefit of hiring a marketing agency is that an experienced team of professionals will be working to deliver top-notch work with fresh and innovative ideas. You also can count on an agency to deliver efficiency and consistency, have access to the latest technologies and relieve you of some stress. Before selecting an agency, always do your due diligence. Finding the right marketing company will ultimately make your life easier while saving you time and money.

To learn more about how to maximize your marketing strategies and reach your business goals, contact us at [email protected].

Dive into Cause-related Marketing

In 2022, consumers and clients alike are demanding more from the businesses they choose to support, emphasizing ethical and sustainable practices along with transparency in their businesses’ environmental and social impacts. 

As these values become increasingly important to driving business, adapting your business model and pivoting strategy towards being environmentally conscious can be essential to the continued success of your business.

One way businesses are leaning into social responsibility and expanding their services towards sustainability is through cause marketing. This Earth Day, let’s dive into cause-related marketing and explore why it is effective and how it could benefit your business.

Sustainable support

Cause marketing is a partnership between a for-profit corporation and a nonprofit organization, such as a charity or foundation. This mutually beneficial agreement helps both parties: businesses are not only able to generate new traffic through these campaigns, but also establish brand loyalty and increase customer retention. For nonprofits, the partnership can increase cause awareness and support of their organization. 

Some examples of successful cause-marketing campaigns include:

  • Ben and Jerry’s multiple impactful collaborations with nonprofits and general ethical causes, including increasing voting knowledge and ability in low-income areas
  • Walgreens and Red-Nose Day, to raise money for children in poverty
  • Warby Parker and VisionSpring, to bring glasses and provide vision tests to impoverished areas

New collaborations

Though these collaborations have the potential to benefit both parties, it is a delicate balance.

Businesses will need to go “all in” on these efforts and do more than give money to good causes. Customers will want to see real action, including marketing campaigns emphasizing the importance of the non-profit’s message, while showing company-wide immersion in backing a non-profit’s ethical and sustainable values.

As generational changes shift to emphasizing ethics, sustainability, and humanity, businesses will benefit by incorporating strategies to keep up with the changes. Cause marketing is an effective solution that, if done correctly, can promise growth and customer retention for your business as well as awareness of the nonprofit. Practicing being ethically conscious and working this into your business model, as well as supporting causes close to the heart, matters to customers, and gives them and you a sense of purpose.

The Media Algorithm: 5 Tips to Reach Your Target Audience

Relevancy is king. In a digital world, people are receiving a constant influx of information, whether from advertising or social media. As stores of information, products, photos, videos, advertisements, and content build, they crowd every media platform. However, web and digital programmers have come up with a solution to quell the waves: the media algorithm.

What is the algorithm?

Algorithms sort content by relevance rather than “publish time”, gradually “learning” what content users prefer to see and serving them media based on this system. Tim Clarke of SEOblog summarized the process when he said, “In 2022, everything will be algorithm-driven and brands should provide a user experience that customers want, or their content will be less relevant.”

To media consumers this algorithm can be a relief–no longer seeing content that doesn’t apply to you can help reduce the constant information overload and can surround you with people, advertisers, and media who reflect your interests.

However, as a marketer this algorithm can seem daunting. How is it possible to get exposure for your ads if the algorithm can filter them out? How can you reach your target audience?

Marketers, it is possible. In fact, it may give you an increased ability to reach, and more importantly, convert your potential consumers. Take a look at what you can do to increase impressions and get conversions despite the algorithm.

  1. Know your audience. To ensure content makes it through the algorithm filter, cater to the target audience’s tastes using copy, graphics, and stylistic elements. Make your content fit their lifestyle and stand out more than competitors. To do this, know your customers inside and out, using extensive market research to know exactly what content appeals to them most.
  2. Less is more. To contrast with the information and content overload, focus on simplicity in content creation. We’ve written another post about the importance of simple content in media HERE.
  3. Publish native video content. Showcase your product in the form of video. Videos are favored by the algorithm. They captivate the audience and allow for more product information in less time.
  4. Post on time. According to a Sprout Social article on social media marketing with algorithms, there are optimized hours during the day when your participants are more active, depending on your target audience. These are the best times to post your content.
  5. Post quality content. This is summarized well in an article by HubSpot called 5 Social Media Algorithms Marketers Need to Know About in 2022 “…this means picking relevant topics, writing delightful copy, and posting compelling images and videos.” High quality, relevant content makes all the difference in appeasing the algorithm and getting engagement for your posts.

Catering to the algorithm may seem difficult at first, but these guidelines help deliver the most relevant content possible to your specific target group of consumers. Follow these tips to use algorithmic content selection to your advantage and increase your brand engagement on social media and algorithm-based platforms. For additional assistance, contact us!