Recipes for Marketing Success
You’ve been at the grocery store every day for the past week picking up ingredients to host the perfect Thanksgiving feast. You’ve planned a full spread with turkey, cranberry sauce, homemade stuffing, mashed potatoes, and pumpkin pie. The smell of the turkey in the oven makes your mouth water more and more with every hour, and you’d be lying if you said you didn’t sneak at least one buttered roll from the basket before the guests arrive...But it’s ok-- they are so flaky and warm, and you’re the chef, so you deserve it.
Just as you are getting ready to take the turkey out of the oven your phone rings. It’s Aunt Sue, and she’s having car troubles, so it looks like her family won’t be able to make it tonight. No problem, there are still plenty of guests to share in enjoying the spoils of your hard work.
Then Grandma calls… she’s feeling ill and doesn’t want to pass anything on to the family. Ok, understandable. But then your brother texts you, and cousin Laurie emails... and soon it’s just you at your elaborately set table, sitting across from weird Uncle Albert as he gnaws on a turkey leg and drips gravy down his shirt.
Nothing could be worse…
A business without marketing is like spending all week preparing a mouth watering Thanksgiving dinner that no one shows up for. You’ve put in so much time, effort, and money into creating your business, but you still need guests to show up for your “feast” to make it worth it.
Your business is the flaky bread and butter and your strategy to share your creation with the world is the beautifully set table everyone can sit around to enjoy it. But this year you don’t have to be the only chef in the kitchen. We have provided a list of gratifying recipes for marketing success that are guaranteed to make sure your guests don’t miss out.
Let us cook while you set the table
Read the recipes
Instagram Candied Yams
Cook Time: Ongoing
- 1 Instagram account
- 1 Publishing tool/service
- A dash of Hashtags
- Daily Interaction with other accounts of similar interests
- Captivating photos
- Carefully crafted content
- 1 Defined goal
Decide what your business page will be called.
Define clear goals for your page. Are you attempting to make sales, bring about awareness, or simply entertain?
Find a reliable and easy to use publishing service. Having a successful page means posting daily, sometimes multiple times a day. Having a publishing tool means you can spend less time on posting and more time creating compelling images and content.
Begin crafting the actual copy, but do your research. What does your ideal audience want to see? You should be focusing on content that builds your brand, and will add value for your consumer.
When it comes to Instagram, image is truly everything. Since it is an image based platform you should choose your creatives carefully. The image will be the first thing they see so make sure it’s eye catching.
Let’s talk hashtags- They can be a good way for people to find you if they relate to what you offer. Your hashtags should be specific to your area of expertise but not too specific that no one would ever search for it. How many should you use? This has been highly debated, but we recommend using at least 11 of the 30 available.
Another important part of Instagram is interaction. The Instagram algorithm favors content that is well received. The more you are liking and commenting on pages of similar interest, the more your audience will see your page.
The last step is to continually optimize. Look at the analytics to see if there are changes you should be making to improve engagement. Having an Instagram is an ongoing project, so there's always room for improvement.
On Page SEO Gravy
Cook Time: 4-6 months before seeing strong quantifiable results
- 1 mobile optimized website
- 1 clearly defined goal
- 150 characters for each meta description
- 1 title tag that begins with a strong keyword
- At least 50 quality backlinks
- Carefully crafted content
- 3-5 sprinkles of your keyword phrase
Make sure that your site is accessible to search engines. Log into Google Console and log in with your website information. Click the tab for “Health” on the left hand side of the page, and then select “crawl stats”. You will see if your page has been crawled and how often it is updated.
Write a title tag that is easily understandable for humans rather than search engines. Make it compelling and clear, and have it start with the keyword or keyword phrase that you would like to rank for.
Include a meta description with associated keywords to the one that you used in your title to explain to potential customers why they should click your link over another result.
Add captivating images to your page that are relevant to your copy, and include alternate text and title tags linked to each photo. Doing this allows search engines to understand what your photo is about and how it relates to your keywords.
Include the keywords that you would like to rank for in the body copy of your site. Google understands that if you use the words “dog” once and “canine” another time that you mean the same thing. But make sure that you are including your keywords naturally, and not over using them--Google will penalize sites that overuse keywords in an unnatural way.
The end goal is to receive many high quality backlinks from other authoritative sites, but you need to start somewhere. By linking out to quality sites, and referencing pages within your own site, you can begin building authority for yourself in the eyes of Google.
Email Drip Campaign Casserole
Cook Time: The Ideal drip campaign will run 4-6 weeks depending on the desired yield
- 1 well defined goal
- 1 email provider
- 2-5 prepared emails depending on type of campaign
- 1 bunch of subscribers
- 1 developed workflow
- 2-3 relevant KPIs
Define clear goals for your campaign. What action would you like your reader to take after receiving your email?
Develop your workflow. Email Drip Campaigns work off of an if-then strategy. For example, if customer one downloads your report then they will receive email A. If customer two does not open report then they will receive email B. You will need to determine the flow of your emails.
Determine relevant KPIs (Key Performance Indicators) that will provide specific insight into the performance of each campaign. Click through rate, and open rate is a metric that may be used for a goal of brand awareness, while conversion rates and number of sales may be better suited for when you are selling a product.
Write your emails with your goal in mind. Create content that will be valuable and interesting to the reader, but that also compels them to make moves toward the action that you would like them to take.
Send a test email to yourself to see how it will look to your subscribers. The aesthetic is just as important as the content itself in keeping readers interested. If it is as perfect as you imagined then go ahead load your emails into your email provider, and click send.
Measure the performance of the campaign based on the specific KPIs determined earlier. You can see if you’ve hit your goals and learn how to improve on your next campaign with these metrics.
Brand Identity Pumpkin Pie
Cook Time: 4-8 weeks to detail each aspect of your brand identity
- 1 thorough SWOT analysis
- 5-10 Competitors to research
- 1 brand voice
- 1-2 clearly defined buyer personas
- 1 brand ethos
- 1-2 relevant design choices for collateral
In order to create a strong brand identity, you need to understand where your strengths and weaknesses as a company currently lie, and a SWOT analysis is a good tool to understand this. The ‘S’ and ‘W’ stand for Strength and Weakness, and list the internal factors that work for or against you within your own business. And the ‘O’ and ‘T’ stand for opportunities and threats- listing the external factors that are brought to you from in the marketplace or among your competitors.
Develop a company ethos. This is where you explain why your brand does what it does. That can be through a vision statement, a mission statement, or a brand promise. Why should customers buy in to your brand and what are your core values?
After you understand where you stand as a company it’s time to do research. Who is your audience and customers? What do they want and what are their fears? Using this information you can create a highly specific buyer persona. You will also want to know how your competitors are presenting themselves to the world.
Determine what voice and tone you would like to use to reach your target audience. Make a list of top messages you would like to convey, and specific words or phrases to use to get that message across.
Before beginning to build a website, a brochure, or logo, determine what type of design you would like. What colors represent who you are, and what aesthetic are you going for as a brand?
Conversion Copywriting Stuffing
Cook Time: The average time it takes to bake up some compelling copy is 2-6 weeks depending on desired yield
- 1 specific buyer persona
- 5-10 Competitor data
- 1 clear objective
- 3-5 benefits that your product or service offers
- 3-5 features that can back-up your benefits.
Develop a clear objective. Do you want to increase awareness of a new product launch, increase ROI, drive traffic to a specific landing page, or build your email list?
Next, get a deep understanding of your buyer persona. What is it that they need, or want? What are their pain points and struggles? What keeps them up at night? This step is vital- Without it, your copy stuffing wont be a hit.
Define the voice and tone that you want readers to understand and feel about your brand. A voice is the words you use and the tone is the way that your words make the reader feel. A fun activity to define your tone is to imagine which fictional character would be the voice for your company, and write as if you were speaking as them.
Taking the understanding that you have of your audience and the voice of your brand, you can begin to write your copy. The key is to build the reader’s emotion regarding specific pain points, then show them the benefits your product or service can offer to mitigate that pain, then explain the features that can substantiate your benefits.
Use heat maps and Google analytics to see how your content is performing online. For example, If you notice that the bounce rate is unusually high on your about us page, make some tweaks and test which version performs better. Sometimes it may be as simple as changing a word in your headline to increase conversion rates.