Business

How to Engage your Consumers in Brand Storytelling

Storytelling

An Adaptly and Facebook study, called ‘The Science of Social Media Advertising’, found that campaigns that told a brand story before asking people to buy something were more effective.  The social media advertising technology firm noticed an 87% increase in people visiting the landing page and a 56% increase in subscription rates among the people exposed to the sequenced ads.

Since Adaptly and Facebook have reaffirmed the importance of storytelling in social media advertising, brands may wonder what is an engaging way to share its story.  LVM recommends structuring your story with a plot that is found throughout literature and all cultures.  Listed below are seven plot lines (and examples) that are found throughout literature, pop culture, and mentioned in the book The Seven Basic Plots by Christopher Booker.

1. Overcoming the Monster:  From David and Goliath to Harry Potter, this plot capitalizes on the story’s hero winning battles against dominant, more powerful characters.  It truly is the underdog story.

2. Rebirth:  A plot featuring second chances and renewal, characters receive a new beginning and learn from the past.  In the Disney classic Beauty and the Beast, the Beast receives his rebirth through Belle’s love and kiss.

3. Quest:  The main characters strive to reach from point A to point B and face obstacles along the way.  Monty Python and the Holy Grail best demonstrates this plot in a humorous way.

4. Journey and Return:  After the main character travels to a distant land and returns home, he or she will undergo a transformation of self-discovery.  Many people watched Dorothy undergo a transformation in the Wizard of Oz as she traveled Oz with her new friends and Toto.

5. Rags to Riches: As the struggle of poverty inspires hard work, the character manifests riches of wealth and prosperity.  Many fiction stories feature this plot line including Disney’s Cinderella.

6. Tragedy: Shakespeare is best known for telling the stories of humanity’s dark side and the vanity.  Stories such as Romeo and Juliet highlight the emotion and tragedy while telling an important message.

7. Comedy:  Everybody loves stories that make them laugh and showcase unusual solutions to solve a problem.

If you are interested in learning how brands have utilized these plots in their storytelling, LVM recommends you read this post in Ad Week. By telling your brand story with one of the plots listed above, you will identify an emotional trigger within your audience and turn them into buyers.

Media Relations Tips For Any Sized Business

journalist

Media relations is beneficial for any business, no matter its size.  Journalists are always looking for story ideas that will benefit their readers and media placements can help showcase your business as an expert or resource.  Below are media relations tips for businesses that are looking to increase their awareness.

1) Monitor the News.  By reading or watching the news, you become aware of topics that journalists like to cover.  In addition, you may spot an opportunity to newsjack or insert a company opinion about a trending topic.  Google Alerts allow consumers to receive news alerts based on their chosen keyword and Google Trends showcases the latest searched topics.  These tools keep you proactive in finding a story to pitch.

2) Pitch a story idea based on a timely event of public interest.  If you track upcoming events or holidays occurring in your community, your business may find an opportunity to pitch a relevant story idea.  For example, around mid-August and early September, many back to school stories appear on the news.  If your company relates to this season, you can integrate your company in a back to school story idea.

3) Be the Journalist’s Assistant.  After the journalist confirms his or her interest in writing the story, assist the journalist by providing the information he or she needs and coordinating the interviews.  A journalist will remember the work you put in to help the story get published.

4) Show Gratitude. Thank the journalist for the story.  Let him/her know that you appreciate his or her work.  Gratitude goes a long way and journalists will remember you the next time you pitch a story.

 

What are you waiting for? Develop a Connection with Hispanic Millennials.

Hispanic Millennials

Brands should invest marketing dollars in Hispanic Millennials.   A Telemundo Case Study called “Who is the New America” reveals that there are 50 million Hispanics in the United States that possess $1 trillion of disposable income in total.  They outspend Non-Hispanics in electronics, clothing, beauty products, CDs, and groceries.  Latino Millennials currently make up 46% of the Hispanic population and are members of the fastest growing demographic in the United States.

To connect with the Hispanic millennial, brands must understand how they like to communicate and their passion points. Approximately 64% of the Latino youth are Spanish dominant/bilingual and connect emotionally with Spanish or ‘Spanglish” messaging.  A Nielsen, Univision Communications and Starcom Media Vest Group study, “The Bilingual Brain”, found Spanish Ads to be more effective in driving emotional engagement and memory activation than their English counterparts.  The Hispanic millennials in the study were more engaged with a Spanglish Ad following English programming in comparison to Spanglish ads following Spanish programming.

When creating brand messaging, marketers need to look beyond simply translating an English message.  Instead, they should focus on the fact that historical context and cognitive abilities play an influential role in how Hispanics perceive an advertisement.

LVM provides insight to its clients on the Hispanic millennial ‘voz’ or voice and helps them identify brand-specific passion points that will engage this growing audience.  Through experience, we know that Hispanic millennials are receptive to brand messaging when communicated in the right way.

The Importance of Shopping Local

Independent Retailers Month

 

 

 

 

 

Independent retailers in several countries continue to celebrate Independent Retailer Month.  Also known as ‘mom and pop’ shops, independent retailers encourage consumers to shop local through various in-store and online promotions.  They also educate consumers on how local shopping impacts the economy.  According to the American Express Open Independent Retailer Index, nearly half of the total retail sales in the U.S. come from independent businesses.  When a consumer spends a dollar at a locally owned store, it is spent six to 15 times before it leaves the community (reports the Independent Retailer Month).  LVM encourages consumers and business owners to support their local businesses year round.

Here are some social media marketing tips for local businesses who want to promote Independent Retailer Month.

social media

 

 

 

 

 

 

 

 

 

– Share statistics with your social media followers about shopping local and its effects on the economy

– Create a Check-In offer on Yelp

– Spread the love and showcase your favorite local retailers

– Connect with Independent Retail Month’s Facebook and Twitter accounts and join the conversation with the official hashtags: #indieretailusa and #shopindieretail

-Check out Independent Retailer Month’s Idea Bank for more ideas

LVM is excited to showcase some of its favorite independent retailers in the area:

– LVM’s Favorite Independent ‘Fashion Retailer’ – Bardot in Newport Beach.  Inspired by Brigitte Bardot, whose quintessential seaside style made her a fashion icon, Bardot of Newport Beach brings the latest in fun, flirty, and feminine fashion for the Bardot girl in all of us.

– LVM’s Favorite Independent ‘Wine Retailer’ – Hi-Time Wine Cellars in Costa Mesa. Since 1957, this boutique wine cellar has served Orange County with the best in California, French and world wines and always offers the best selection of wines from the beloved country of Argentina.

– LVM’s Favorite Independent ‘Family-Owned Retailer’ – Custom Comfort Mattress in Orange.  This family-owned company values the art of upholstery and designs/creates each mattress in its workshop.  After a long work day, you will appreciate an ‘honest, genuine piece of American craftsmanship that affords you a good night’s sleep!

– LVM’s Favorite Independent ‘Mercantile & Culinary Retailer’ – Fleur de Lys in Costa Mesa.  Fleur de Lys showcases a hand picked selection of items that cater to your home and lifestyle.  This is our ‘go-to’ shop for gifts for all occasions!

Next time you shop, we hope you will support (or continue to support) an independent retailer in your area!

 

Additional sources:

http://www.forbes.com/sites/nicoleleinbachreyhle/2014/07/03/celebrating-independent-retailers-their-strong-future/

http://www.pcr-online.biz/news/read/independent-retailer-month-aims-to-boost-local-businesses/034299

 

 

The Tools To Dominate SEO Are Here

SEO“The Internet will not promote your content for you. It’s not that good yet and likely never will be.”

In an article written by Kevin Bailey, CMO of Digital Relevance, Bailey eplains the critical role that SEO strategies play on the survival of businesses. “Effective content promotion takes great content, thorough media research and lots of outreach sweat,” said Bailey. What exactly does this mean for companies striving to grow their online presence? Online rankings are affected by what companies claim about themselves on their website, and by what is said about them on other sites, (off-site SEO). Google’s algorithm heavily weighs the off-site content, when ranking sites on it’s platform. While such content was heavily influenced by spammers in the past, contorting Google’s process, due to algorithm updates – this is no longer the case. The links that drive traffic back to company websites result in real business, and can even be measure in real-time. This allows companies to accurately determine which efforts are deemed successful and worth while to their growth, and those which are not.

What was once a smattering of content laced with key words and back-links hoping to increase rankings, is now a calculated and strategic system. Moz has emerged as one of the most prolific SEO software companies, acting as an endless resources to companies by tracking back-links, visitor traffic, keyword searches, organic traffic and more. It is beginning to reveal to its audiences the impact that effective SEO strategies can have on businesses’ success nationwide and even worldwide. Savvy PR specialists are jumping at the opportunity to utilize the endless opportunities that SEO tools such as Moz have to offer, in order to grow their clients to their potential.

Here at La Voz Marketing we know the capabilities of these innovative online marketing tools and specialize in developing strategies to re-brand your business and increase SEO. To learn more about the possibilities that are available to you and how LVM can help your brand build its online presence, visit us at lavozmarketing.com.

Female Entrepreneurs Lead Latin American Economy Forward

shutterstock_126761300A recent article published in Women2.0, written by Rania Anderson, Founder & President, The Way Women Work shed some interesting light on the Future of the Latin American economy and how it is being influenced and led by female leaders and entrepreneurs.

“The only thing that stabilizes markets is growth…[that] will come from the entrepreneurial sector, and most especially from the growth of women entrepreneurs” said Anderson. We were inspired by the countless examples she gave, showing how how the women entrepreneurs of the Latino community are leading their economy forward.

Anderson enlightenment began while she was in Argentina, meeting with several women entrepreneurs who were influential figures in a wide range of segments. Among these were Denise Abulafia, co-founder and CEO of Educatina, a Khan Academy equivalent in South America. Educatina has generated over 3000 education videos, helps over 300,000 students per month and continues to grow.

She went on to say that having a more formal business mentor is a relatively new practice in Latin America, but one that is expected to stick. This is among the many ways females are coming together in support for one another in the Latino community and strengthening their growing foundation of leadership. Click here to read the full article.

Here at La Voz Marketing we are proud to see the influence and success that these female leaders are having on their community and economy as a whole.

Determining your Social Media Strategy – What Will Work for your Business?

socialmedia4Social Media is a part of everyday life. Utilizing it for your business can be extremely worthwhile; yet deciding which network can benefit your business or organization, and how to use it most effectively, can be daunting. It is important to choose carefully.

An article published by the International Association of Business Communication, (IABC), clearly lays out the four major social networks and how they are best used. These general guidelines are a great resource for businesses seeking ways to improve their online presence.

Facebook – Being the most widely used social network, Facebook is an ideal platform for most businesses. The main factor in how businesses leverage Facebook is content. A B2B company should focus on becoming a resource for both professionals in their field and current and prospective customers. This involves posting timely and useful articles that pertain to target markets and topics that will interest and engage employees within the targeted fields. Smaller, local companies and B2C companies can do well by posting coupons, new products, or tips for using their products on Facebook.

Twitter – The micro-blogging platform, that entails much more frequent posting, is usually a better resource for B2C and B2B companies that aren’t strictly local. Maintaining a company Twitter account requires assigning an employee (or group of employees, for larger organizations) to monitor what users are tweeting about the brand. Those responsible must also be actively answering questions, providing customer support, and sharing content and information about an organization’s products and services. The main objective is to continuously participate in discussions about one’s given industry.

LinkedIn – Primarily a personal networking tool, utilizing LinkedIn as a company is more about leveraging individual employee profiles than continuously working on your organization’s page. It is important to update the company’s profile and to have employees share company blog posts, new product or service announcements, and occasional articles relevant to the industry on their personal pages. Generally, employees should be left to manage their own LinkedIn accounts, while of course keeping in mind that they represent the company.

Pinterest – Pinterest, a photo-sharing network, has experienced explosive growth since its start. However, the sector of organizations that should have a Pinterest profile remains relatively small. As a general rule, e-commerce companies will benefit greatly from having a Pinterest profile and “pinning” their products onto separate but relevant boards. Many B2B companies and blogs find this strategy successful as well. The main goal is to find balance between pinning company products, while also being a creative inspiration to others.

At La Voz Marketing, Social Media is one of our specialties! Let us enable your company to authentically participate in the social conversation by developing a customized social media strategy for you and developing a meaningful, social relationship with your target audience.

 

Decline of Women in the Workforce Detrimental to Businesses

womenCEONot only are the majority of educational degrees in the U.S. earned by women, they are considered the most promising assets entering the workforce, according to a recent article by James daSilva of Switch & Shift, a company that focuses on the human side of business.

According to daSilva, “One could argue that women have been and will be a majority of the best.”  While this is seen throughout the business world, statistics still show that an alarmingly low percentage of women will rise to executive level positions.  This will become a serious problem over time, if this tendency continues. I s there hope?  The answer is yes.  The primary strategy to bring about change is to bring awareness to the key target audience: skeptical executives.  In order to change the direction of this trend and sustain it, solid, strategic efforts must begin with today’s youth.  By educating young people on the opportunities that “working life” presents, a new perspective will develop for the next generation.  Mentorship programs, that offer sponsorship to those who have the potential to make a difference, can open up new possibilities and will combat preconceived notions against women (and others) in the working world.

Patti Johnson explains what the potential long-term effects will be on businesses if they do not take action, and why this issue should not be taken lightly.  The decline of women in the workforce is a concerning issue; she states that one frustrating aspect is that this knowledge is not new.  The research she refers to is more than a year old and not exactly shocking.  General awareness has grown to the point where companies or executives must at least make half-hearted attempts at bringing women into executive ranks rather than ignoring or belittling the problem.  Actually turning said awareness into tangible change is proving to be difficult.

La Voz Marketing is proud to have female executives leading the organization and tackling all facets of the business, from client relations and marketing strategy to corporate planning and business development.