Bright Planning - Weekly Marketing Strategies

What is small data? So glad you asked… Small data, in a nutshell, is a collection of what we call “hidden facts” in a person’s life. You can’t get small data about your customers out of big data mined from places like Facebook or Google. That’s the beauty of small data. It’s sort of like requiring you to become the Sherlock Holmes of your company in a caper where you go on a search for the little details that people don’t tell you about that really drive them to buy from you.

Gathering small data’s offline facts actually takes a human-to-human connection or investigation. You have to visit those in your target market in person, in their homes, in their workplaces, in the places where they play or they eat, where they meet, date and shop.

Big data is research about who you are online, your online persona and the analytics of your Google searches, posts and purchases. The problem is that who you are online isn’t the real you. No one can predict for sure whether you’ll click the “buy” button. Remember, it’s the business owner’s fascinating undertaking to look past the big data and sort through the small data to find out why their customers aspire to be something or someone just a little bit different than they actually are.

In Episode 90 of the Bright Planning Marketing Podcast, we talk about the distinctions between small data vs. big data. We give you some examples of small data, and we also give you some recommended reading on the topic. Join us to learn more!

LINKS:

Martin Lindstrom, “Small Data” https://amzn.to/2PomIk6

After a while some businesses have a hard time coming up with what to post about in their social media. It can be a challenge! Today Catherine shares 10 social media campaign ideas to enrich your game.

Let’s take a step back.

Q: Who is your audience?

A: Craft campaigns with your audience in mind.

Q: Where are they in their life? Where are they in their day?

A: Learn how to speak their language and keep their attention.

For example, if your audience is usually on-the-go, keep your captions and status updates short. Then, over time you can gradually shift to longer posts. Varying the posts is also effective, too, to keep things fresh.

Across any and all social media platforms Catherine shares these 10 ideas :

New followers intro - Introduce yourself to new customers and challenge yourself to include new tidbits for your long-time customers.

Staff intro or update - Feature the members of your team. If they aren’t comfortable with being in front of the camera then of course be respectful of that. Maybe you could let them take over the posting for a week so your customers can get to know them, too.

Day in the life - People love these insights because, let’s face it: we’re all voyeurs.

Product lifecycle - From start to finish, show what you make.

Service lifecycle - Same thing here; show what you do.

Customer testimonial - You should be doing this already, but keep it in the rotation.

Upcoming event - Big events should be announced months in advance. Then reverse engineer your reminder posts so that you’re telling people on the day of and the day before, etc.

How it’s made - Show your customers a behind the scenes glimpse.

In the news - Set up Google alerts to tell you about news in your industry so that you can be relevant.

Branded hashtag - These can help with searching through your posts that may have to do with a certain event or promotion and also the communication of your core values. “A hashtag is more than just a way for people to find you and for you to organize a specific theme or topic on social media but it’s also a way to encompass your brand experience and to give people and at a glance summary of what it is your trying to accomplish.”

Link to articles on how to use hashtags:

https://www.brightplanning.com/hashtag-this/

https://www.brightplanning.com/the-best-and-worst-ways-to-use-hashtags-in-your-campaign/

Link to Justin Timberlake and Jimmy Fallon SNL sketch about too many hashtags that will make your day!

https://www.youtube.com/watch?v=57dzaMaouXA

Music is supposedly "the universal language," but is that true for marketing? In Episode 88 of the Bright Planning Marketing Podcast, we discuss methods for using music in marketing to infuse the energy and emotion that our customers are intended to feel.

We discuss where music is used, and we also talk about using music in "pillar content." We also address how one finds music that can be used legally in campaigns and marketing materials.

In Episode 88, we also give you a quick update on our Signature Brand Story. The class begins on October 1, 2018! Join us to learn more about how you can incorporate music into your marketing!

LINKS:

Get music clips (free and paid) online that are ready-made and good to go: (Pond5) https://www.pond5.com/

Examples of music described in this episode:

To evoke a specific emotion (Apple's "one person can change the world" campaign https://www.youtube.com/watch?v=wkw8UBYn0pc )

To signal the beginning or end of an important point: (Starbucks: https://www.youtube.com/watch?v=tj8UrhvRX0Q )

To align your brand with a unique sound or melody: (NBC https://www.youtube.com/watch?v=s87z4oXeSYc )

To trigger nostalgia or memory of something (The Rocky Theme https://www.youtube.com/watch?v=I33u_EHLI3w )

Welcome to Episode 87 of the Bright Planning Marketing Podcast. The question Catherine gets often from start-ups and small businesses is, “Who should I hire first for my marketing team?”

Some business owners think they want to hire a jack-of-all-trades who can wear 10 hats: handle social media, run ads, write copy, represent the company, etc. But to find someone with peak performance in all those areas is very difficult. It may be better to hire two part-time specialists to meet all those needs. This is often a symbiotic arrangement because skilled freelancers usually want a part-time gig as their “anchor job.”

Here is a quick rundown of the different people you could have on your team:

Marketing director - Someone in your industry with a track record of growing businesses and designing marketing campaigns that yield leads and sales. (A person in this position will be paid more than a marketing coordinator.)

Marketing specialist of some kind - If one of your visions is to rewrite the website and write some serious articles, hire a content specialist. This person can capture the brand voice effortlessly and come to the table with creative ideas. Content specialists should also accept feedback on their work.

Marketing coordinator – This is an entry-level position. The marketing coordinator could even be a virtual assistant. This person schedules blogs, hand-writes cards for customers, schedules social media posts, emails newsletters, and pulls analytic reports.

Marketing Analyst – This person helps you analyze your Google Analytics data. What story is your data telling you? How is your ROI? Contract someone, if no one on your staff can do this for you.

Now for the question of how much to pay the people in these various roles. Of course, it depends on your area and the cost of living where you are or the cost of living where they are, (if they are virtual,) but “the best investment that you can make is in your people. You need to pay your people well and give them benefits that actually mean something.” Join us to hear more. Thanks for listening!

Everybody loves a good rant, right? We hope so. Episode 86 is our full-blown “Rant-y” show where we discuss the marketing tactics that we hate most! You’re welcome to join us. Just think about it for a second: What do you hate in marketing that you feel is played out, tiresome or annoying? You will be able to quickly think of several offenders…

In this episode of the Bright Planning Marketing Podcast, your hosts Catherine Campbell and Natalie Pyles show up with their own examples of irritating and/or overdone marketing. You might identify marketing approaches that you hate in emails, billboards, direct mail, social media posts, TV commercials, paid ads (Google, Facebook, etc.), event marketing, blogging, content, and so forth.

Specifically, we talk about the problems with spam calls, chatbots and messenger bots, smear campaigns, and deceptive food marketing, just to name a few. In Episode 86 we also discuss some more effective call-to-action pop-ups, which you can find here:

Sumo: https://sumo.com/

Thrive Leads: https://www.4imprint.com/product/12945-BE/Wooden-Nickel-Beer

Link to Hot Pocket: https://www.youtube.com/watch?v=N-i9GXbptog

Link to Monty Python:

https://www.youtube.com/watch?v=2eMkth8FWno

Thanks for listening!

“Back to school” marketing campaigns are for more than just the office stationary companies. This magical time of year is an advantageous season due to the shared, localized experience. In Episode 85 of the Bright Planning Marketing Podcast, we discuss why late summer’s school prep campaigns work so well for any brand.

We all remember learning about rules, how to break rules, hierarchies, friendship, endings and new beginnings. Look at those universal experiences and universal emotions and ask yourself how you could conjure those same sentiments and feelings in a marketing campaign.

Whether you make products or provide a service, you should address this question: “What school experiences do you think you could duplicate either emotionally or atmospherically or even just in parody?” Can you find a way to create a journey for your hero in the back-to-school archetype? It may be that person imaging a fresh start or thinking about how things could go differently now. Join us to learn more!

We want to hear your thoughts, reviews and questions! Leave a review on Apple Podcasts and subscribe to get new marketing episodes on the go. Have a question for Catherine? Email us!

[email protected]. Thanks for listening!

Six-Month Look Back Marketing Episode: Episode 38: https://www.brightplanning.com/episode-38-the-6-month-look-back-assess-your-marketing-goals/

Northbooks Portable Notebooks: https://gonorthbooks.com/

Chelsea Lane Photography: http://www.chelsealanephotography.com/

“Stranger Things” and the Power of Nostalgia: https://www.brightplanning.com/stranger-things-and-nostalgia-marketing/

Nostalgia in Content Marketing: https://www.brightplanning.com/nostalgia-in-content-marketing-the-unexpected-sales-solution/

“A hero kills people, people that wish him harm. A hero is part human and part supernatural. A hero is born out of childhood trauma or out of disaster and must be avenged.” —Dwight Schrute, “The Office”

Though Dwight’s description of a “hero’s journey” is humorous, it’s a little off the mark. In Episode 84 of the Bright Planning Marketing Podcast, we examine the Hero’s Journey and its circular storytelling framework. We discuss why the Hero’s Journey is an important foundation for brands to understand when it comes to their own story, and why it’s OK to venture away from this structure and customize your own narrative.

The Hero’s Journey was created by Joseph Campbell, a mythologist. In the field of comparative mythology, most scholars invested their time exploring how one culture’s myths are different from another’s. Instead of focusing on the many differences between cultural myths and religious stories, however, Joseph Campbell looked for similarities. His studies resulted in what’s called the monomyth. Join us for Episode 84 to hear more!

Don’t forget! This is the last chance to sign up for Signature Brand Story! Get the full details when they release on July 15, 2018, and you’ll receive access to the first class for free!

LINKS:

Dos Equis - The Most Interesting Man in the World: https://www.youtube.com/watch?v=U18VkI0uDxE

The Hero’s Journey Framework: http://www.well-storied.com/blog/heros-journey

Signature Brand Story: https://www.brightplanning.com/story

In Episode 83 of the Bright Planning Marketing Podcast, Catherine answers some questions that have been coming down the pipeline about the upcoming Signature Brand Story Program. Here are a few questions and answers for the show notes. Listen to learn more!

Q: After enjoying this program, what will you walk away with?

A: You will have a team of creative writers working with you, giving you feedback about your signature brand story and supporting brand narratives to help you create three other brand campaigns and a story-driven marketing plan.The power of story on your bottom line is undeniable, so it’s valuable to know how to get your story out there and connect with your audience on an emotional level.

Q: Is this just about learning storytelling?

A: No, this is not just about writing The Hero’s Journey. If you want to learn the basics of how to tell a story, Catherine will gladly post that information for you for free in her blogs. But the Signature Brand Story Program is designed to teach you how to stand out.

Q: Who is Signature Brand Story for?

A: Our program is accessible for every type of business, budget, schedule and location. It’s also the perfect opportunity for those who might not have the budget to hire their very own marketing agency.

Q: Who is this program not for?

A: If you don’t have a few hours a week to devote to this program right now, it might not be the right fit for you.

Full course details released at https://www.brightplanning.com/story/ on July 15, 2018. Sign up before July 15, and you will get the first class of the program for free! You don’t have to enter your credit card or anything. No strings attached. Everyone has the right to learn this and have access to this. You can finish the program in 6 to 8 weeks.

https://www.brightplanning.com/story/

“When you look at the brands that have built themselves over the decades and have had staying power, one of the reasons why they do is because they have an incredible story. People know the story by heart, and it makes them feel good. That’s where the value of the brand comes through, and that’s where the staying power comes through.”

In Episode 82 of the Bright Planning Marketing Podcast, we discuss how meaningful, story-driven campaigns increase the likelihood of someone doing business with you by 6.6 percent. Brands that use storytelling to create a meaningful connection with their customers gain — on average — 46 percent more market share. Marketers or business owners whose brand stories are masterfully told drive significantly better returns for team members, for customers, and for their revenue or bottom line.

Storytelling is a natural gift within us all. We’ve heard the following concerns or objections from business owners:

- I don’t know what to say or post on social media this week.

- I don’t know how to answer when someone asks what my company does.

- I struggle with my elevator pitch.

- I don’t think our origin story is really exciting.

Rest assured, we’re here to tell you that all these concerns are based on a misconception that storytelling is this fluffy, lofty pursuit. The falsehood that it’s nice to have a story, but not necessary. Or the incorrect notion that story isn’t the lifeblood of the brand, but in fact, it actually is!

What seems to psych most business owners out of storytelling is the technicality of it all. They stiffen up at the idea of mastering the craft of storytelling, so they just avoid it altogether. The idea of character development, customer on a journey, plot, drama, etc., is terrifying.

All the above is perfectly understandable. That’s why we have created a proprietary method and walkthrough course to help business owners who are stuck. The course is called Signature Brand Story. It’s an eight-week program that launches on October 1, 2018. Be sure to sign up, so you can join our free class! Go here to find out more: brightplanning.com/story

We want to hear your thoughts and questions. Please take a quick moment to leave us a review on Apple Podcasts (iTunes), and be sure to subscribe for free to get new marketing episodes on the go! If you have a question for Catherine, you can email your query here: [email protected]. Thanks for listening!

Did you know that 84 percent of the population trusts online reviews? And 91 percent of the population reads online reviews! These are significant numbers!

Fake reviews were casting doubts for consumers about how trustworthy and dependable online reviews could be. But review platforms have cracked down on fake reviews, so consumers really depend on them now.

It’s not just the consumer reviews that are helpful; the company’s response to a bad review, if done well, can be just as informative.

“The way a business answers a review totally influences one of my final decisions on whether or not to do business with that company.”

The population is looking for brand-new reviews. Reviews that are more than three months old are considered obsolete by 75 percent of the population.

Now that we’ve established that reviews are critically important, let’s learn how to actually start getting more reviews: First, analyze your online business presence. What platforms are you listed on where you could be rated? Yelp, Google, Bing, Angie’s List, Travel Advisor, Amazon, etc.

Then take notice of how many reviews you have in total and when the last review came in on each platform. Start a spreadsheet so that you can keep track of this monthly. This is one of the best and easiest marketing strategies that you can employ. It has one of the biggest impacts on whether people spend their dollars with you.

How can you put out a call to action asking for reviews? Can you use an emailed or texted prompt that reminds customers to leave a review? Which platforms are right for your business model, niche or industry? Listen to learn more!

We want to hear your thoughts and questions! And speaking of reviews, please go ahead and leave us a review on Apple Podcasts (iTunes) and subscribe for free to get new marketing episodes on the go! If you have a question for Catherine, email us: [email protected]. Thanks for listening!

Review tools you can use for your business:

Hubspot has a nice round-up article here: https://blog.hubspot.com/service/customer-review-sites

TrustPilot - https://www.trustpilot.com/

Feefo - https://www.feefo.com/business/us_en