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October 2017

What We Can Learn From a Few Real-Life Horrifying Marketing Mistakes

What We Can Learn From a Few Real-Life Horrifying Marketing Mistakes 900 500 WildFigAdmin

We love to herald social media as a highly-accessible and effective platform on which to market our businesses and target our campaigns and indeed it is! However, we must acknowledge the other side of the social media marketing coin. Because of its accessibility and visibility both from a business and consumer standpoint we are faced with the grave possibility of inadvertently sabotaging the reputation of our business while actually working to propel its success. Let’s take a look at two large scale social media disasters from 2017 – what went wrong in each situation and how we can learn from each of them to protect the reputation and integrity of our own businesses.

Dove’s Bottle Blunder
Earlier this spring, Dove piggybacked on its “Real Beauty” slogan and released a campaign called “Real Beauty Bottles”. Real Beauty Bottles consisted of 7 uniquely-shaped bottles of identical body wash intending to celebrate the beauty of women’s many body shapes. Unfortunately, however, the way the campaign was received was nothing to celebrate. Social media exploded with backlash against the campaign, accusing Dove of reinforcing women’s negative body image issues and pigeonholing women into identifying which awkwardly-designed body wash bottle best represents her individual shape.

View Campaign

What can we learn from Dove’s campaign disaster?
It is crucial to really know your audience, handle hot button issues with the utmost caution and have a process in place for screening your campaign prior to launching it – double and triple checking for hidden implications or any potential for misinterpretation.

As we see with Dove, entire campaigns can miss the mark and tarnish or ruin our brand image. Perhaps the greater threat of self-sabotage lies, however, in the daily host of emails we send off to our subscribers and our tweets/posts on our social media accounts.

Adidas’ Shortsighted Word Choice
Adidas gets the credit for a recent, epic email fail. This past April Adidas sent out an email to the Boston Marathon finishers with the subject line, “Congrats, you survived the Boston Marathon!” This shortsighted word choice mortified an entire nation that still vividly recalls the horror of the 2013 Boston Marathon bombing and the backlash on Twitter was swift and harsh. Fortunately, Adidas issued an equally swift and heartfelt apology – owning up their blunder with humility.

What can we learn from Adidas’s email fiasco?
Maintain an awareness of the context in which you are communicating your message. Also, be sure to have someone in your office proofread all material that is sent out or posted on social media – an easy precaution up front that can help you avoid a social media faux pas which could harm your brand image and affect your customer base. Finally – own your mistakes – we all make them! How you navigate marketing blunders can not only help you save face but enrich the integrity of your business and your brand.

If you would like help formulating a marketing strategy tailored to your business goals contact one of our marketing experts to set up your free 15 minute exploratory call to see how we can help you maximize reach and avoid the faux pas.

Pssst…Marketing Doesn’t Have to Suck!

Pssst…Marketing Doesn’t Have to Suck! 900 600 WildFigAdmin

“Ahhhh . . . This is so refreshing!” We’ve heard that a lot over the past couple of weeks. We’ve had several new clients who, after completing a Strategic Marketing Session with Wild Fig Marketing, have commented that they are once again excited about their marketing. More specifically, they’ve realized marketing can be fun, and it doesn’t have to suck!

Here’s what we recommend our clients do to make marketing fun again:

1. Infuse your hobbies and interests into your marketing content. If you love to downhill ski or fly-fish, think about how you could tie that hobby/sport into your business. For example, if you were a financial planner who loved to fly-fish, you could write a blog about the correlation between preparing to fly-fish and preparing for your future. What lures/financial tools do you need? How much time should you allot? How do you find the best fishing spots/right mixture of financial products?

You get the idea, right? Take something you find fun or enjoyable and incorporate it into your marketing content. It will make content writing much easier. It’ll also help you connect with your customers and prospective customers. Who knows? Maybe it’ll help you land your next big client who also happens to love fly-fishing!

2. Tell a story. Stories are incredibly powerful and memorable. Think about it: How many stories have you heard already today? I consider myself a master at taking everyday stories and turning them into opportunities to educate and connect with my customers and prospective customers.

For example, a blog article I’m working on right  now is about my dog, Steve, who’s incredibly persistent and a bit naughty, too. But it’s also about  about the importance of persistence when following up with prospects. I’m going to tie it to the story about how Steve conquered our garbage due to his persistence. Stay tuned–this will be a funny one, I guarantee!

See, marketing really can be easy and fun when you tie it to your everyday stories! Think outside-the-box and use your stories to educate people in a more meaningful and memorable way.

3. Incorporate your personality and voice. This is SO important to remember when it comes to all of your marketing content. So often we forget that people do business with people, not businesses. If your marketing content sounds just like everyone else in your industry, what will set you apart? Make it easier for your prospective customers to identify with you by infusing your personality as well as your company’s personality into your content. Don’t hide your larger-than-life personality or your calm, soothing tone of voice.

EMBRACE it and USE it!

Want to test how effective this idea is? Go find one of the brands you follow or buy from on a regular basis and read their home and about us pages. Then go to their competitor’s website and read their home and about us pages. Which one drew you in? Which one would you buy from? I’d bet that you’d choose the first brand again because you connect with them and their messaging. There’s nothing wrong with the other brand. They are simply appealing to a different audience.

Marketing doesn’t have to suck. If you incorporate your interests, stories, and personality, it can even be fun! If you’re still feeling uninspired, Wild Fig Marketing can help you find a fresh perspective.  Contact us today to get started.

Every Good Story Has a Villain

Every Good Story Has a Villain 900 600 WildFigAdmin

As a business, do you know yours?

When you think of the components of a great story what elements come to mind? Plot, setting, conflict, resolution – all important elements, right? But there is one central story element that underlies each of these elements and that is the relationship between the protagonist and the antagonist – the hero and the villain. Without a struggle between the two any potentially good story will otherwise fall flat. This is also true in terms of content marketing. Let’s take a look specifically at the important role of the villain and how this element of story can propel the success of your marketing efforts.

First off, why do we love a villain? David Robson, in his blog British Psychology Society, describes how when we witness the good vs. evil tension in books or film the empathy network part of our brain displays the greatest response. We long to see our hero shine brightly and triumph over his/her adversary. What is a hero without an adversary to overcome? Marketing expert Donald Miller has some thoughts on this, “Villains deepen our love for the hero of the story and captivate our attention – we keep watching because we want to see our hero take the bad guy down.”

In the same way, incorporating a villain into your marking efforts gives you the opportunity to position your brand as the shining hero that saves the day. As a business owner you are well-acquainted with the hero of your story – the product or service your business provides. In the hands of your customer this product or service equips him/her to do battle against the villain of your story. But who exactly is your villain? What is it that your brand goes to battle against and triumphs over? Is it a competitor, a nagging problem, a lack of knowledge or expertise…? Or maybe it’s crummy customer service, a confusing process or a safety hazard…? This is your story and you can tell it exactly how you want. You may even consider creating a piece of company lore about your brand’s place in the world.

One company that has knocked this ball out of the park is REI. In 2015, the outdoor gear giant took a marketing leap with their #optoutside campaign. They pitted holiday consumerism as the villain, closed the doors to all their retail stores for a day and encouraged consumers to rally against this big bad villain by spending Black Friday making outdoor adventures and hashtaging them on social media. In doing this REI discovered that there are literally millions of people out there who want to join this fight. Long after the Black Friday campaign is over consumers continue to feel a strong sense of brand loyalty to REI by choosing to #optoutside (5.5 million hashtags and counting!) in this worthwhile fight.

Utilizing “the villain” in your brand’s content marketing strategy will not only give your audience something to rally against therefore increasing brand loyalty but it will also make your brand stand out from the competition by highlighting its unique attributes. Mac pulled this off successfully in its series of Mac vs. PC commercials a number of years ago. Mac strategically pitted itself against the PC by personifying PC as boring, nerdy, clunky and irrelevant while casting it alongside of its own hip and progressive image. While the villain in this marketing campaign wasn’t inherently evil, Mac portrayed PC as something many consumers want to rally against – convention for convention’s sake. This campaign won over countless consumers who want to embrace a hip, progressive and more user-friendly personal technology experience as reflected by Mac’s 36% increase in overall sales the first year of the campaign.

Strategically incorporating a hero-villain dynamic into your content marketing strategy can ignite a passion for your brand’s cause and give consumers something to stand behind – increasing brand awareness and loyalty. If you want help clarifying the villain in your brand’s story, sign up for one of our Cultivator Strategic Marketing Sessions. One of our marketing experts will help you identify the villain you’re trying to overcome and help craft a perfectly detailed strategy to help you attract and retain more clients and generate more revenue!

Ontrapalooza 2017 – Automation & Digital Marketing Highlights

Ontrapalooza 2017 – Automation & Digital Marketing Highlights 900 600 WildFigAdmin

What is Ontrapalooza?

If you’re crazy like I am, and you drive your RV 4,360 miles to get to Santa Barbara and back for the Ontrapalooza conference… You get “camp-a-palooza”! But what is Ontrapalooza? It is the annual digital marketing summit hosted by our friends at Ontraport – our software of choice for digital marketing and business automation. This was my third year there and, wow, what an incredible event! For those of you that missed it, I will try to give you a high-level overview of what you missed. Let me know if you are interested in attending next year and I will keep you in the loop!!

Attendance

This year we were lucky to have two of our clients attend the event with us! This made it super fun as we had much to talk about and could learn and bounce ideas off of each other. The Wild Fig dinner was rather fun too I might add!!

A new way to tell secrets

This year Landon Ray (CEO, Ontraport) announced a different approach to new feature releases. The past few years it has been part of the excitement at Ontrapalooza to hear about the unveiling of some new and exciting features on the platform. This has caused them to delay the release or race to get it ready for the exact date of ‘Palooza’. The new approach will be to recap what has been added and talk about what is coming next. This way, they can deliver new functionality as fast as it is ready and not delay. This was awesome news for me – a slow drip of exciting enhancements all year!

New features

OK, now for the juicy stuff…

Campaigns – We have been using Ontraport Campaigns for a few months now since version 5 of the software came out. Some of our clients are here and some are still using the sequence model or a little of each. Campaigns bring a fantastic visual representation of the automated business and marketing systems we build for us and our clients. They have now added an embedded notes feature to help document what is happening in the flow of your campaign – like “here we are split testing green -vs- orange CTA buttons”.

What-if Analysis

So as if campaigns weren’t exciting enough… imagine if you could predict your traffic and how your paid ad budget could impact your business. Imagine that you could take your proven campaigns and apply some “what if I paid more” or “what if more leads converted here” type logic and see the results, BEFORE you made the investment or change??? Yup – you got it – they built that for us!! There is now an Ontraport Projection Mode of the campaign builder that allows you to change the counts throughout campaigns to see how it would affect your bottom line!!

More new stuff

There have been a couple additions to the platform, a couple of these were released while we were at Palooza…

  • 15 Minute Automation Processing – The simple explanation of this is that you can now have automation steps happen every 15min instead of 30min. The larger explanation is to think about how much horsepower it takes to run every OP user’s automation – now think about running that twice as often?! Wow – that must’ve taken a few more cycles and memory!!
  • $0 Coupon Codes – segment offers without affecting pricing, tag purchase type with a code…
  • Subscription Invoices (receipts) – This was huge for us and a few of our clients! There was an issue where the system would only send a single receipt after signing up for a subscription (like weekly, monthly, whatever) – now the system can send a receipt every time a payment is made for the subscription!!
  • Google Analytics eCommerce Tracking – ability to tie purchase tracking data to your google analytics account to enhance your total reporting.

Upcoming stuff

Here is where we transition to the new way of delivering upgrade announcements. We heard about a few things on the radar to deliver throughout the next year…

  • Automatic email tracking
  • Grab URL variables automatically
  • Time stamp fields – and relative waits
  • Transaction data merge fields in webhooks
  • New accounting system based on industry-standards

Drum roll please…………

  • Ontrapages Version 3!! – This one is huge folks! We got to see a preview of the next version of the web page/landing page builder and it takes building sites to the next level. Customize your blocks and then build your page – for total control, and still mobile-friendly!! Amazing to see, and great to know they are listening to us!!

New Ontraport Weekly VLOG

Ontraport will be presenting a new weekly video blog on how Ontraport uses Ontraport. This should prove to be very exciting since they truly run their own software and some of us have learned some handy ways to leverage the platform because of this. Now the Ontraport team will be sharing some of their own secrets on how they use the awesome sauce, that is Ontraport, once a week!

Next Steps…

Think about how these new features can help you and your business. If you have any questions as to how we could leverage some of these in your account let me know. Maybe you have been on the fence about stepping up your automation or digital marketing? Now is a great time to get started with Ontraport and Wild Fig Marketing. Click here to setup a time with me to discuss the new features and the whole platform and how it can help you and your business!!

kevin@gowildfig.com

http://30minwithkevin.wildfigmarketing.com/

Dark Social: What it is and how your business can effectively engage with it

Dark Social: What it is and how your business can effectively engage with it 900 600 WildFigAdmin

As foreboding as it may sound, dark social is something we all engage in – most of us on a daily basis. Let’s demystify the term, take a look at some challenges it poses and shed light on ways your business can address it.

Originally coined by a senior editor of The Atlantic, Alexis C. Madrigal, in 2012 dark social refers to one-to-one sharing of internet content through private channels such as email, text and messaging apps. It is social sharing from sources that web analytics are unable to track. According to RadiumOne, it is estimated to account for up to 84% of global on-site sharing – the vast majority! And dark social sharing is still on the rise. As of February 2016 clickbacks from dark social shares is up to 62% from mobile devices and 38% from desktops.

As a business owner dark social may strike fear into your heart. How in the world are you supposed to accurately track your marketing metrics when so much sharing happens under the radar? The reality is that this trend is on the rise so the challenge is staying ahead of the curve and utilizing dark social to the benefit of your business.

Why is dark social sharing so difficult to track? For one, tracking devices or ‘tags’ are not attached to the shared links unless the consumer intentionally copies the original tag into the link when sharing. Often through social media sharing tags become skewed and appear to originate from a given social media platform when really they exist from an outside source. In these cases referrer data is lost and marketers have a difficult time discerning who their audience is how they’re interacting with their brand.

The manner in which consumers share information – through various channels and from numerous devices – also makes it challenging for businesses to track dark social sharing.

Fortunately, there are some great ways to work with the dark social trend instead of constantly feeling like you’re fighting against it:

1. Generate quality content – As a business, the sharability of your content is in direct correlation to its quality – continue to focus on generating relevant information that provides value and people will share it!

2. Simplify the sharing process – Guarantee that the “Share” link on your website is easy for visitors to locate, ensuring that the content sharing process is streamlined through your predetermined, easy-to-track method.

3. Include a copy-and-paste button at the bottom of your content – This option encourages your audience to share your content privately therefore working with the dark social trend. It preloads a UTM URL into the bar and the UTM serves as a tattletale that captures the origin of the content sharing.

4. Shorten URL’s – They are more “sharable” and look cleaner on certain social media platforms. Ow.ly is a fantastic URL shortener and allows you to integrate images, track clicks and post to various social media networks.

5. Consider utilizing dark social tools – One fantastic dark social tool is GetSocial.io. It allows you to track dark social sharing on your website through a piece of code you insert into your HTML. Other great tracking tools include Po.st, ShareThis and AddThis.

If you are concerned about dark social sharing and would like help navigating this topic, schedule your free 15 minute consultation where one of our marketing experts can help formulate a plan that best helps your business.

Add A Little Boo to Your Brand with These Halloween Marketing Ideas

Add A Little Boo to Your Brand with These Halloween Marketing Ideas 900 601 WildFigAdmin

It’s October and you know what that means: time to get spooky! The cooler temps and changing colors make it easy for people to exchange sunscreen for sweaters. Since your potential clients are already in the mood for fall, you may as well hop on the bandwagon for your marketing efforts!

Seasonal marketing is a no-brainer. According to this blog by Protocol80, searches for the keyword ‘pumpkin’ increase 2000%. That’s two thousand, not two hundred! Joining in on the Halloween fun will not only increase your search rankings, it will also show the world that your company can get into the spirit of things. In other words, you’ll be perceived as more approachable and human! Here are some marketing ideas any business can incorporate to create a special Halloween campaign:

October 13th is Friday the 13th!

Turn your customer’s luck around by offering 13% off on Friday the 13th! If you have a brick and mortar location, have some fun with it by putting a ladder in the doorway customers have to walk under. Be sure to get the word out on social media, email, and your website. One easy way to do this is through email marketing, which we can help you with.

Ghost Stories

Have your employees share a spooky story, real or made up, and share it via social media. Ensure the post that shows up on social media gives just enough information to capture the attention of your readers. This will get users to click on the blog link that will lead readers to your website. Once they read the personal experiences, they’ll feel more connected to your employees and your company.

Trick or Treat!

Open your office doors to trick or treaters! It’s becoming more and more popular for parents to bring their young kids to a safe, controlled environment to show off their costumes. Why not have your office be one of their stops?

Spooky Videos

Ask any marketing professional and they will tell you that video always gets more clicks. Vidyard had some great ideas for Halloween-themed marketing videos,which you can read about here. Video helps you tell a story quickly and lets viewers know there are real people behind your company. That’s a lot of accomplishment in a two-minute video!

Now that you have some ideas of how to put some ‘boo’ into your marketing, contact Wild Fig Marketing to help you create your content and reach your audience. Get started on your seasonal campaign, or it will haunt you for the rest of the year!