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  • Five Golden Rules To Win With User Generated Content

    UGC, User Generated Content  resonates better with the conversion rates for UGC being 5X higher. Brands have reportedly seen an increase of 10 percent in conversion rates when User generated content has been used in the buyer journey. While Sweepstakes is a commonly used tactic to expand reach for your campaigns, UGC helps you target your existing customers creating a deeper bond with your brand. According to a Forrester research on UGC,  User Generated content is helpful through all stages of buyer journey, making it a key tactic for new product launches.

    Consumers research more and more products online and on the go. Consumers don’t just research big-ticket items like cars or computers, they research everyday purchases like toothpaste and cereal. 

    Marketers view user-generated content as a critical tool during the early stages of the customer life cycle. 

    Marketers employ UGC as a key component of new product launches. For leading consumer packaged goods (CPG) marketers, user-generated content has become a key tactic for new product launches — the lifeblood of CPG brands

    Awareness Campaigns For Storytelling

    Campaigns that are designed to harness the power of UGC require an awareness campaign that positions the campaign to be unique enough for audiences to react, engage and share. Generating awareness with existing fans and followers can increase conversions from your Sweepstakes Contest.

    In a User Generated Content Campaign, Under Armour has effectively used Video advertising to create awareness with a YouTube video to promote the contest with hashtags #RuleYourself and #IWill.

     Customer Centricity

    Consumers have a world of content to choose from. If you are too self-serving, you will turn customers away. Instead, focus on your customers’ needs to provide value-added content that puts customer first, product or brand second. Include ratings and reviews wherever possible.

    At the same time harness the power of endorsement, turning referrals into a point that creates compelling messages for your audience.

    According to Forrester’s report,  “Harness the power of peer-to-peer endorsements by sharing them widely. Incorporate stellar ratings or innovative product uses into point-of-sale materials and online or mobile ads. One CPG manufacturer learned that display ads that incorporate ratings and reviews drove higher web traffic and conversion than ads without such information”.
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  • Ten Trendy Ways To Promote Your Brand On National Chocolate Ice Cream Day

    Prime your content for Discovery, by including information on products that is most likely to resonate with your audience.

    Send out an email to your fans and followers with a map that features locations where they are most likely to get their favorite  Chocolate Ice Cream brand at your stores.

     

    Breyers

    Promote your brand with an Ice Cream Sundae Challenge. Here is a video featuring Hershey’s Syrup in an Ice Cream Challenge. For National Chocolate Ice Cream Day, brands can create a stir with unique ingredients such as mints and berries.

    Start with a Video featuring Home made Ice Cream. The video can be featured on the brand site along with a caption the recipe contest.

    Homemade

    Curate your existing How To content for recipes and products as can be seen from Ice cream sandwich cake made with Oreo’s.

    Oreoicecream dipped cale

    Include Nutrition information in your content to increase the likelihood of the content being featured in search for the calorie conscious target audience.

    Nutrition

    Write a Long Form blog post featuring numerous ways to enjoy ice cream such as S’mores Chocolate Ice Cream cake or S’mores ice cream sandwiches and other unique chocolate ice cream recipes or a post introducing new flavors.

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    Launch a User Generated contest featuring Favorite recipes shared by fans made with your products.

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    Launch an offer for your audience that resonates with the theme of National Chocolate Ice Cream Day. An example from Avon illustrates the celebrations for National Donut Day with a Free Shipping Offer.

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    Create a celebratory social media post that features your brand and promote it with an influencer.

    Snap

    Share an Infographic with facts and stories that are likely to entertain and engage your audiences.

    Infographic

  • Six Fun Ways To Sizzle Your Brand Content This Summer

    Voice Search is increasingly popular with nearly 32 percent users turning to Digital Assistants and as high as 22 percent queries are with a localized or location based intent, according to the Mary Meeker’s Internet Trends report. Moreover, the use of Digital Assistants among Smartphone users has gone up, with nearly 65 percent smartphone users claiming to have searched with an assistant in the last one year. According to SEJ, Voice search accounts for 25 percent of all search queries on Bing. Bing. Apple’s Siri, Microsoft’s Cortana, and Amazon’s Alexa, three of the world’s top voice assistants are powered by  or rely on Bing for their voice search queries.  For brands promoting offers and deals including looking at ways to optimize their content for voice search, here are a few quick pointers.

    Make your content conversational

    Phrases such as nearby, and colloquial conversational terms such as coolest, trendiest are more likely to appear in the voice search. While the intent of search may differ among segments, the conversational tone of content can help brands target audiences through the buyer journey. Here are some suggestions from Search Engine Land, that can help brands optimize the content:

     

    • build user-intent models to understand where the user is in the customer journey;
    • match advertising campaigns (messaging and landing pages) to the right stage of user intent; and
    • develop site content with a conversational tone, providing specific answers to users’ needs and top questions.

     

     

    VoiceIntent

     

    Make Your Content Rich With Specific Information

    Nutrition information became readily available via voice search on mobile. Adding more specific product information to your content is likely to appear in the Voice Search results.

    how-many-calories-in-popcorn-google

    Use Promoted Pins

    Highlighting offers with promoted pins can get your content noticed by audiences looking for summer ideas. As the younger audiences looking for offers are most likely to turn to digital assistants to find the information on deals and offers with localized intent, including the same in your content with conversational phrases and promoting the same with promoted pins is most likely to get your offers noticed. Google introduced Promoted Pins an Promoted locations on Maps as over a third of mobile searches are local.

    MPA

    Here is an example for Halloween Costume Ideas from Cortana, that were linked to Bing Search results, with Ads for costumes with a local listing, to help users find the places to shop for the costume.

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    Bing-Halloween-shopping-cart-badge-515x600

    Build the Context In Content

    As including conversational phrases help the Assistants in locating your business for user queries, including the context in your content can feature your brand in the search Eco-system.

    Hersheyssummer

    Adjust Your Content For Natural Language and Specific Queries

    It’s not about the broad match any more. Customers are asking specific questions and Brand Marketers need to ready their search campaigns and content to answer specific queries. In a Search a example from Search Engine Land for Vacation Packages, content that answers specific query with conversational phrases are likely to perform better.

    Atlantis

    According to Search Engine Land, including Keywords in your Search campaigns can get the results from your campaign:

     

    • Optimize your landing pages and ad copy to account for high-value natural language searches.
    • Since broad match may not always account for natural language queries, consider adding these high-value natural language queries as keywords within your PPC campaigns.
    • Select keywords based on the degree of intent the searches reveal. For example, I may not want to bid on “Who lives in the Bahamas?”
    • Adjust bids based on degree of intent. For example, I would want to ensure I raised my bids for relevant queries such as “What are the best vacation packages for the Bahamas?”

     

     

    Answer Questions With Your Content

    Research the ways your audiences are most likely to query for your products and find ways to answer the queries with the content that appeals to them. Building relevance and resonance with images and context can help engage audiences.

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  • Mobile Advertising Growth Accelerates

    mediatimeMobile Advertising is projected to increase by 66 percent as per the KPCB Internet Trends Report. eCommerce as a percentage of Total Retail sales continues to grow making for a 12 percent share of retail sales. Mobile advertising presents the greatest opportunity for advertisers.

    Snapchat’s Daily Video Views are at 10 Billion per day, as per the Mary Meeker’s Internet Trends Report. Taco Bell’s Cinco De Mayo Lens garnered over 224 Million views on Snapchat. Facebook tops the Digital Audience penetration with over 1000 Minutes per visitor in a month for the US market. Facebook owned properties including the messaging apps  lead in share of photos and make for 60 percent of visual sharing on social networks.

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    FB

    SCL snapchatphotos

    Mobile continues to present the greatest advertising opportunity. Advertising expenditure on Internet continues to ramp up, projected to grow at 20 percent over the next year on account of Mobile advertising growth at 66 percent. The Voice Assistant usage continues to increase with 65 percent Smartphone owners using Digital Voice Assistants with as high as 32 percent quoting product discovery as the primary reason for using voice assistants. As high as 22 percent of search queries on Voice Assistants are with a local intent.

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    Intrntadvtg
    ecom

    Voice Assistant Usage Increased by 9 Percent with 65 percent of Smartphone owners using Voice Assistants and location continues to be the  driving criteria for voice search queries.
    searchqueryvoice VA

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    ecom

    Internetrampup mediatime

    Millennials and Gen Zers vary in their use of technology and overall approach where Gen Zers prefer to communicate with images. Targeting users with campaigns that use Digital Interaction and unique social network features can create the right audience engagement.
    Millennials

    View The Report Here.

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