Jan 15 2018
Marketing has always been about an exchange, be it in terms of information or money. Either you sell the customer your product, or, the customer sells you the reason of not buying your product. Nevertheless, it is still a constant transaction that takes place between marketers and sellers, often fueled by motivations that have evolved over time for the marketers. From marketer-centric, the process of conversion has gradually moved to a more buyer-centric approach with the aim of changing the way buyers interact with the business. This change is one of the main results of the boost of information now available, thanks to technology. Information is the main need of today’s buyer and therefore, it is imperative that marketers change their ways of approaching buyers, suiting to this very need.
To understand what kind of conversion approach suits when and to whom, let’s first try to break down the whole range of buyers and their levels of interaction with the business. Let’s look at it as a funnel depicting the customer journey, from the time he discovers your brand till the time he makes a purchase. Accordingly, there are people falling into the top category, wherein they are generally looking for information and knowledge, the middle ones, who are quite considerate and positive about making the purchase, and, the bottom category, wherein people actually make the purchase an turn into customers. Thus, the top, middle and bottom represent the three stages of a customer’s journey namely awareness, consideration and decision. Now that we know what exactly transpires in the minds of the customers as they engage with your business, let’s look at what methods should you apply at each of these stages to cater to the needs of the customers at that point. A diverse and broad approach like this would lead to eventual increase in conversion rates and customers.
For people at the top of the funnel, you can employ messaging as the major path for you to engage with the customer. You interact with them and give them the information that they want, letting them know what the brand stands for and what is in it for them. You address all their queries and make them confident about your brand. Apart from that, content is another strong medium through which you can interact with the people at the top of the funnel. Video content can be a very good example of the same, directing users to your website by fundamentally initiating an exchange of information.
For the people at the middle, the initial phase of discovery is over and it is time to convert them into leads by giving them more specific, direct and customized information. Here, you can start advanced messaging, customized texts, product-oriented emails and content. You can also develop an option for the people here to set up meetings, because, the exchange now has to turn from information transaction to a more positive precursor to lead generation.
Now that you have pitched your business well, catering to all their queries, needs and preferences, it is time to call them to action by making the final communication towards conversion. The people here are at the bottom of the funnel, ready to make a decision. Here, immediate communication plays the determining role, because, after all the knowledge and research, the customer needs to make the purchase and for that the availability of the business executive is needed. Therefore, immediate chats, call sales and messaging are imperative. Your buyers are now impatient to buy and you have to talk to them to let them make the purchase!
Marketing has been a dynamic field since the beginning of businesses. But, if you know how to adapt to the changing world of conversions and modes of the same, you can book yourself a top spot in this ever-expanding scenario of making money out of preferences.
Jan 15 2018
Social media is a something we are all familiar with along with continuously being bombarded by it. It no longer just connects people across regions and backgrounds, it has also developed a life of its own now, is vital in today’s tech heavy society.
With the advent of applications like Instagram, it is all about being seen for even the most mundane routine activities. Although Nobel winner Malala Yousafzai famously said, “What is interesting is the impact and power of social media. So, we must try to use social media in a good way”, it is now also being used just to update, with the positive purpose behind it not always crystal clear.
From what you eat to where you are and who you’re with, Instagram helps you show case it all. Be it the 24 hour story that you can post to the location tags for your pictures or even the innumerable filters that it has, Instagram has undoubtedly transformed the way we see and use social media. As of 2017, Instagram has about 800 million active viewers. It is seen as a great interactive and wide reaching platform to post pictures and gather the attention that you need and want. You could be a blogger, a baker, a makeup artist or even a regular person wanting to express yourself, Instagram suits us all. It has a niche for everyone making it very inclusive.
Any Instagrammer (as we like to call ourselves) would be aware of the basics involved in sharing stories on Instagram. However, there is so much more to it! There are secret tools on Instagram that could make your videos more innovative and appealing. Following stories on Snapchat, Instagram launched its Story feature in August of 2016 and since then it has exploded. Research has estimated that about 250 million Instagrammers have begun to share stories on Instagram.
As a result of these stories, people’s time spent on the app has consequently increased from 24 minutes to 32 minutes. As we all know, some stories stand out from the rest making us view them multiple times. What is the special thing that sets those apart? Many brands and celebrities know how to work their stories and gather the attention of the viewers. Though it isn’t that simple, there are a few hacks that you can use to make your Instagram stories stand out too.
Here are some tips and tricks to help your Instagram story stand out:
1. Make use of stickers. Instagram releases new stickers almost every day so make sure you don’t miss them and use the appropriate ones to “jazz up” your content.
2. Increase the views that your story receives by allowing people to share them with others.
3. Use the pen option to add more dimension to your story.
4. Add a funky & appealing background colour to the picture in your story, making it more attractive.
5. Ensure that the text in your story is interesting & appealing to readers and ensure that you make the text look funkier.
6. Lastly, you could either add music to your story or mute your story, depending on what you fancy and what suits the storyline.
Voila! Here that’s about the secrets of making your story and Instagram sensation! Sounds pretty simple, doesn’t it? So then, why not use these simple tips and make your story stand out in the best way?