Connect with us

Marketing Tactics

Cut The Bull That Comes With Women Saudi Drivers

If there is an opportunity to increase sales and dominate a market, hell they are going in, briefing their agencies to start the marketing and… well, cue the thoughtlessness.

Published

on

women-drivers

Women belong in the kitchen, right? Wrong! Now they can drive in Saudi, and you know what that means? They can fetch the groceries too!

Bet the Feminists clicked on this article looking to wage a social media war. No need. The afore mentioned thinking is exactly how the quick acting social media teams of major car manufacturers are acting after King Salman announced the lift on banning women drivers in the kingdom.

Whether we think it’s progressive is not the debate here right now. I personally think its great that such a country who has long ‘protected’ its women from the horrors on the road now believes that women are capable of taking care of themselves out there. The issue? Let’s take one step back and mention one South African social brand so you can see where I am heading. Take Bic Pens with their infamous 2015 #HappyWomensDay post reading, “Look like a Girl, Act like a Lady, Think like a Man, Work like a Boss”. 

bic-campaign-on-womens-day

What does a Pen in South Africa and a Car in Saudi Araba have in common you ask? All their CEO’s have a twig and two berries (66% of those car manufacturers who ‘praised’ Saudi Women drivers on social, are white men) and they didn’t get there without some form of business knowledge.

Related: 10 Laws Of Social Media Marketing

If there is an opportunity to increase sales and dominate a market, hell they are going in, briefing their agencies to start the marketing and… well, cue the thoughtlessness.

Thinking before Tweeting 

There is nothing like a good tactical on Social Media. Every brand wants to be Oreos during the super bowl when the lights went out. Every Marketing Manager wants to be the one to get his or her clever execution out first because time is of the essence.

Did the car manufacturers do great tactical work? Absolutely!

Did the car manufacturers think about the role they didn’t play in the fight for the cause? Absolutely NOT! They just saw another opportunity to capitalise on ‘to be relevant’.

This ever-connected digital world we live in comes with an opportunity for brands to build deep relationships with their customers. Sure relevance is key, but do (straight, white, male) brands have a place in that conversation now that the hard work is done (by strong Saudi Women)? Was fighting for women’s rights to drive in Saudi ever part of their Brand DNA before the last week of September 2017? Nope, they just see an increase in sales come June 2018.

Common amongst those tactical auto brands’ values were customer service promises, the comfort of people in cars, and sustainability. Only one vouched for the respect for diversity, while another strived for integrity, vowing to keep its doors open to men and women alike. While I can understand that a Trans National Corporation needed to respect culture and politicophere of Saudi to be able to operate there, was there not an opportunity to lead the charge and help the 10- year fight for equality on the Kingdom’s roads? Would their auto brands need to advertise after being part of the battle after that?

The irony is that The Women to Drive Movement started with a 2007 YouTube video. Did none of these brands have an ORM tool that picked this up? I wonder if any evaluated the risks vs the returns had they supported the movement.

Sullivan Principles Anyone?

Back in 1977, The Sullivan Principles was a part of the world’s Corporate Social Responsibility as brands applied pressure on apartheid, South Africa. The corporate protest came with the thought that if business divested in SA, apartheid would eventually be cash-strapped and collapse. At the time General Motors was the biggest employer of Black South Africans and eventually was the first to pull out.

In 1999 the new Global Sullivan Principles was unveiled by UN Secretary General Kofi Annan and the preamble reads:

“The objectives of the Global Sullivan Principles are to support economic, social and political justice by companies where they do business; to support human rights and to encourage equal opportunity at all levels of employment, including racial and gender diversity on decision making committees and boards; to train and advance disadvantaged workers for technical, supervisory and management opportunities; and to assist with greater tolerance and understanding among peoples; thereby, helping to improve the quality of life for communities, workers and children with dignity and equality.”

Related: Direct Marketing: Go Where Your Customers Are

The first part of the new Sullivan Principles reads:

(We) “express our support for universal human rights and, particularly, those of our employees, the communities within which we operate, and parties with whom we do business.”

If brands actually invested in the people and their lives first, the customers will follow. Do this and there would be no need to be super tactical when it comes to the celebrations of the marginalised. We need brands to value ethical and corporate social responsibility they have in the markets they operate in. We have seen that the likes of General Motors can have an impact on a country, especially in South Africa (let’s drop the fact that they have divested again for the purposes of this).

Bottom line is advertising, marketing and brands have the power to shape the world years before a few people can go at it alone. Yes, businesses need to make money, but see the bigger returns when you are a part of something. The returns will be greater than the PR value you got on that meaningless, thoughtless, and unearned tweet. I promise you.

Donovan White is a Digital Strategist at NATIVE VML. Donovan White has a degree in Journalism from the University of Johannesburg and since then has worked as a Journalist, followed with eight years of dedication to the Digital Marketing industry. Currently he is the Lead Digital Strategist for Nedbank and Amstel and has been named and awarded as the IAB South Africa’s Best Digital Strategist 2017 for his work on Nedbank. Donovan’s expertise in digital started with his passion Social Media Strategy, having developed, implemented and been awarded at Loeries, AMASA, Bookmark and Assegai awards for brands such as Nestle, Dimension Data and Nedbank. He has become a thought leader in the digital industry having appeared regularly on SABC, Carte Blanche, ENCA and CNBC Africa as an opinion leader that can move the South African digital industry forward with his experience of working on over fifty brands across Africa, including the likes of Pernod Ricard, Kulula, L’Oréal and HIV South Africa. 

Marketing Tactics

How To Localise Your Marketing Campaign

Here are some of the best tips to help you understand how to localise your marketing campaign without a lot of effort.

Pauline Farris

Published

on

localise-marketing-campaign

No matter which market you are trying to reach, localising the content you use for your marketing campaign will help you achieve a much smoother outcome. Localising your marketing campaign as a whole can have a number of benefits on the way your audience views your company to how effective the strategy actually is.

If you’re interested in starting to localise your marketing campaign as well, keep reading.

Make sure your products are compatible with the new markets

You might have noticed that there are certain big companies which have spread all around the world and offer their products and services to many different markets.

One of the things that all of these companies are very careful about is making sure the products they provide each geographic area with are compatible with the tastes and traditions of the people.

For example, many big fast-food chains such as Burger King, Pizza Hut and McDonald’s have stores in Asia where they offer dishes which contain seaweed or tofu, which are local to this certain market.

If you want your marketing campaign to become a success, you will need to make sure that you promote these new, special for each location products, so that your customers will know they were made especially for them and their needs and they can then look for them either online through your website or in their areas.

Related: Free Sample Marketing Plan Template

Work with the right professionals

In order to localise your marketing campaign, you will need to work with professionals who will be able to provide you with all the right information and tools you need in order to make it successful.

The most important person to look out for is a professional and preferably native translator. Machine translations can never produce the same outcome as a professional translator who is a native of a certain language.

Many online professional platforms for translators such as TheWordPoint note that “There will always be certain words and phrases which are native and can’t be translated unless a language is your mother tongue”. This is why a human translator will always be far superior to a machine,

Along with that, you will want to invest in a professional who will be able to help you localise your keywords and make sure that you are targeting your marketing campaign to the right audience around the world.

Get feedback from your new audience

Last but not least, it is important to remember that you should always work hard to improve the content of your marketing campaigns. When trying to create certain products and services available for other parts of the world, it is normal for you to make mistakes and have to correct things as you go.

If one of your customers has some feedback to give you, kindly accept it and work hard in order to correct any mistake. You can even have a short poll on your social media accounts or website and ask your customers whether you could improve your localised services in any way.

Not only will this help you show your professionalism, but your customers will also appreciate how much effort you put into pleasing them with your services. This tactic will help you attract more potential customers and turn your marketing campaign into a success.

Related: Beginners Guide To Digital Marketing In South Africa

Adjusting your marketing campaign the right way

Localising your marketing campaign will be a little difficult at first, but the good news is that you will only keep improving your tactics if you decide to put enough effort into it. Working with local, native professionals and adjusting your products to your customer’s needs, will help you succeed and stand out in your field.

What do you think is the most important thing when localising a marketing campaign?

Continue Reading

Marketing Tactics

5 Content Marketing Tips For Small Businesses

5 Content Marketing Tips for Small Businesses.

Marie Fincher

Published

on

content-marketing-tips-for-small-businesses

A small business owner struggles with a lot of challenges in his journey to success. One of his major concerns is related to content marketing. You need to promote your products and services and reach a larger audience to strengthen your brand on the market. However, in comparison to large businesses, small business owners struggle also with limited budget and workforce. In a small business, the business owner is usually multitasking, doing everything he can to save money and stay in control of his business.

The truth is that your content strategy can help or break your business. You may have the best product in the world. It isn’t enough if your target audience hasn’t heard about it. You need content to promote yourself and spread the word on the market. Furthermore, when it comes to acquiring new clients and expanding on new markets, there’s nothing more powerful than content. This article is going to show which content marketing tips you can use to promote your small business.

5 Content marketing tips for small businesses:

1. Start with a good plan and steady flow

Your content can take many forms. You can impress your target audience with various forms of content like:

  • Blog posts
  • Infographics
  • Case studies
  • Visuals
  • Press releases
  • Videos

Before you start creating your content, you should have very clear in your mind what you want to achieve. Therefore, once you know which are your goals you can organise your marketing strategy and decide what type of content you are going to post and when. What is more, once your clients become loyal to the type of content you are producing, they will want more.

This means that you should be consistent in publishing different forms of content. You can post relevant content on a daily basis, or if you want to keep your clients in suspense, you can schedule your posts to be published every two weeks. Irrespective of the form you choose or the frequency, Trust My Paper advises that your content should be informative, actionable, and relevant.

Related: 10 Content Marketing Tips For Start-ups

2. Trust evergreen content

Yes, this might seem a cliché, but it is 100% guaranteed. Your content should deliver value regardless of the time your customers are going to read it. What does evergreen content mean? This type of content is always fresh, relevant, and valuable for your reader irrespective of the period when you will publish it. For example, it is important to keep your readers updated with the industry’s trends and development. But, this is not evergreen content because if your readers will find it after a while, it will not give them any relevant information.

To make sure that you build evergreen content, you can go for long tail keywords so that your content will rank high on the search engine for a long time. Plus, try to target beginners in your area of expertise and stay away from technical jargon.

3. Conduct a survey or a poll

If you feel you do your best to create relevant content for your buyer persona but the results still don’t appear, then it means that you should research more on what your customers really want. And, what is the best way to find what your target audience wants? You can organise a poll or a survey where you will ask them what type of content they would like to find on your website.

Based on the results you will receive you can organise your content strategy and the posting frequency. What is more, you can introduce some open questions where you ask your clients about the most interesting topics for them. This is a great exercise which will help you when you feel stuck and lack ideas for relevant ideas for your audience.

4. Do more content re-marketing

If you have some already published topics which were very successful, who says that you cannot re-publish them after a while? Re-using the relevant content you published in the past is definitely easier than creating new content from scratch.

What is more, if you shared your content on social media and tagged some of your most loyal clients, this is a great way to reach out to those customers after a while. This is a good method to reactive existing users and involve them in your story. In addition, you can refurbish past ideas to create even more exciting posts for your potential readers.

Related: 3 Ways To Build Your Brand Identity Using Content Marketing

5. Use verifiable facts in your content

In today’s reality, it’s perfectly okay if you produce interesting content. But you will be even more interesting to read if you add facts and clear data to your content. This is how you will show your readers that you are professional, and you did a deep research before publishing your posts. People like numbers and concrete ideas.

What is more, numbers have a higher impact on them, making them understand the reality and context. So, if you back up your content with facts, you can rest assure that your number of readers will increase. You will consolidate your position on the market as a serious business owner who is constantly updated with the market’s progress and trends.

There is no magic recipe for successful content. It takes a lot of effort and research to produce that type of content that makes people click and drives traffic. You can use the tips above and make your life a bit easier. Moreover, if you evaluate your content before distribution, you will be less exposed to errors. Your readers deserve error-free and relevant content. This is how you can keep them engaged and transform them in loyal clients.

Continue Reading

Marketing Tactics

7 Secrets For Websites That Convert Like Crazy

Happy converting.

Kiran Wicksteed

Published

on

website-sales-conversion

When it comes to making more sales through your website you have 2 options:

A. Get more people to visit your site.

OR

B. Convert a higher percentage of your existing web visitors into active customers.

There are many ways to increase the amount of visitors to your website. For example: increasing your ad spend or investing in a long-term strategy like SEO, but that’s a topic for another time. Today we will be speaking about option B and the art of conversions.

Secret 1: Leverage Urgency

When someone is on your site looking at your products, undecided, and they make the decision to “think about it”, it is super unlikely that they will ever make that purchase.

Urgency is a tool you can use to force the issue. Urgency is cultivated by some of the most successful and effective companies in the world on their websites.

Neil Patel — the guy Facebook & Google hire to do their online advertising — noticed an 11% increase in conversions on his website when he put a countdown timer on his website set it to the expiry of his online offer.

Or take Amazon.com: Ever noticed how next to the product you’re looking at it says something like: “Only 3 left in stock – order soon”?

They don’t do that to be helpful to you. They do it to get you to make your mind up. Fast. To get you to complete the purchase without thinking about it too much.

And if you implement this on your own website, you will start to notice an improvement in your sales.

Related: Converting Leads Into Sales

Secret 2: Use Geotargeting

What is Geotargeting you ask? It is the method of detecting where in the world a particular web visitor is located, and serving them content specific to their location.

It’s one of the best ways of creating a personalised website experience for your visitors.

An example of well-executed Geotargeting is a retail store showing different clothing items based on what country you’re in. It would be pretty pointless selling swimming shorts to someone in Greenland in mid-winter. Just saying. By serving relevant content, you improve sales. Simple.

Even just using the visitor’s City in the page headline can significantly improve conversions and click through rate. You’ve probably seen a headline like: “How Cape Town Mom Makes 6-Figures Working From Home”. That’s Geotargeting in action. And it works.

Secret 3: Use the word “Free”

Say you want to capture your prospects’ email addresses so you can continue to market to them on an ongoing basis.

Use the word “free”. Contrast these 2 CTA’s for a newsletter signup:

  • Signup to our newsletter.
  • Signup to our newsletter — it’s free.Studies show that “B” will consistently perform better.

Secret 4: Trade value for action

How do you go about getting anyone to do anything you want them to?

That’s right. You offer them an incentive.

Why should it be any different on your website? You want people to sign up for your newsletter? Give them a reason to. Simple.

This can be anything: a free trial of your digital product, a promo code for your store… You get the idea. You can also get super creative with this.

For example: Say you run a garden landscaping company…

Offer a free personalised report on how the visitor can improve their own garden at home. Create a little questionnaire and when they’re done, make them submit their email address to get their free report.

This works because after they have filled out the questionnaire they are already invested. They will now be much more likely to give you their email address.

Related: 5 Research-Backed Strategies To Increase Your Sales Revenues

Secret 5: Nurture Leads

By the time people hit your site, most of them aren’t ready to buy just yet.

That’s why it’s vital that your landing page nurtures their interest and guides them gradually from uncertainty, to answering their objections along the way, and eventually to their buying decision.

This system is called a “sales funnel”. You’ve probably heard of it. The funnel starts as soon as people hit your landing page. As they scroll down the page you lead them on a journey until they finally make their purchasing decision.

Along the way people will drop off and leave the site. Through website analytics, you can see at which points of the funnel people begin to drop off and you can tweak these sections to make them more effective and keep more traffic locked into your funnel.

Adding a video to your funnel can be a highly effective tool for retaining traffic.

Secret 6: Make it relevant

Running an online business without knowing your target audience inside-out is a bad idea.

You need to figure out everything you can about them and then figure out any possible objections they could have to using your service or buying your product.

One way to find out what people in your niche want to know is to hop on a site like Quora. Pop in your niche and you’ll instantly see what kinds of questions people have about your business.

Then you want to preemptively address these possible concerns or questions in your content. You will be rewarded with better sales. The point is to make your content as relevant to your customers as possible. If it’s off-point, you’ll lose conversions.

Secret 7: Master the upsell

So your funnel has worked and a lead is about to become a happy customer.

Why not offer them another product to go with what they’re already buying?
Write a little line of copy saying something like: “people who bought this item frequently buy these related products”.

Then feature a couple of related products.

You’ve now given yourself a decent chance of turning 1 sale into 2. Since the upsell is so effective, why don’t you try a downsell too?  That’s when you offer a person a more affordable alternative to your product when they drop off from your sales funnel.

Conclusion

As you now know, there are some simple and super intuitive techniques you can begin to implement right now to make your website convert better.

This article was just a brief overview of a very broad field. There’s plenty more to learn like re-marketing and a/b testing which I would like to cover in more detail down-the-line.

Remember you need to get people to your website to be able to convert them so these tips should be used in conjunction with your existing marketing efforts.

There are plenty of free (& paid) tools and plugins that can help you implement everything mentioned above. The best way to get started is to implement them one at a time. If you have any questions, please leave them as a comment below.

Continue Reading
Advertisement

SPOTLIGHT

Advertisement

Recent Posts

Follow Us

Entrepreneur-Newsletters
*
We respect your privacy. 
* indicates required.
Advertisement

Trending