June, 2015

How to Succeed at Visual Marketing

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Customers are craving visual content and brands are aiming to give them what they want. Here are some recommendations on how to succeed at visual marketing through Instagram, Pinterest and YouTube:

Instagram

  • Feature your fans to increase visibility of your product, gain brand loyalty and increase sales
  • Hold contests and giveaways to increase brand engagement by requiring fans to “like”, comment, repost or participate in a photo challenge
  • Use short, memorable hashtags that tie back to your product and create a conversation

Pinterest

  • All content should be high-quality and aesthetically pleasing to advertise your product in the best light possible
  • Be creative by showcasing different sides of your brand and organizing them on different boards, which humanizes your brand and provides consumers with an in-depth look into your brand
  • Be inspirational by giving your audience the motivation they need to make positive changes and ultimately convert casual browsers into dedicated fans of your brand

YouTube

  • Actively participate and engage with your audience to expand your channel and help keep your channel alive
  • Understand your audience and make content specifically for them to keep their interest and increase brand awareness
  • Consistently publish content on one channel versus using more than one channel to increase visibility, subscriptions and engagement

For specific examples on how these tips have been successful, check out Entrepreneur’s recent article!

Invest in Your Internal Brand

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Once you have budget to invest in your brand, you may be wondering if it is best spent on a local television commercial or an ad on YouTube. Instead, we encourage you to consider investing in your people!

Google, for example, has spent little on advertising and more on its employer brand. Its main focus is on getting and retaining the best employees, knowing customers will follow. Google invests in its people and its “People” team by paying some of the highest salaries, giving out the best perks and having the most stringent hiring process. As a result, its team morale improves, workers are engaged and there is less turnover. In addition, Google employees brag about the investment, which is organic marketing at its finest.

AETNA, the health insurance company, offers another great example of a company investing in its employees. On April 30th, AETNA announced a raise to its lowest-paid workers to $16 an hour.  Mark Bertolini, CEO of AETNA, believes the raise could pay for itself by causing workers to be more productive. Approximately 5,700 employees will be affected by this pay raise, including people who have made ends meet by seeking public assistance such as food stamps or Medicaid for their children. Although some people are skeptical about this tactic, Bertolini stays firm in his belief that it is the right thing to do and many people agree.

A few weeks before AETNA’s announcement, Gravity Payments’ CEO Dan Price also gave his employees a pay raise.  He cut about 90% from his salary, nearly $1 million, and gave it to his employees. Not only is he getting widespread media attention for the pay raise and his sacrifice, but he is developing a stronger company culture.

LVM hopes that you find these stories inspiring! Investing in your internal brand is a new way to think about branding and a great way to improve the lives of your employees. For more information about branding, contact us at info@lavozmarketing.com.