Why You Are Not Reaching The Right Audience

As any good business owner knows, your audience drives your success. Why? Because without an audience, you are not selling anything. Therefore, you do not have a business.

It is a simple equation that even the best entrepreneurs and business savvy individuals miss the mark on.

So, why are you not reaching the right audience?

Your Content Falls Flat

Content is key. So, why is your content not everything?

Perhaps you pour a significant amount of money into content creation, but you still are not seeing the results you desire. It may be you

r messaging.

Does your content reflect your business? Does it tell a stranger everything they need to know to entice them to engage with your advertising or business?

Your content should tell a story without overwhelming a potential lead.

Check out this way to be seen by 1.8 million people

Your Audience Is Not Defined

Identifying who you want to sell to is going to benefit your business and save you money overall.

If you do not have a defined audience, you could be overspending on advertising. Your advertising may be getting seen, perhaps skyrocketing with interactions. But the leads are minimal.

Why? The money you invested in digital advertising is being fed to the wrong viewers.

People are seeing your ad, maybe interacting with it, but a target audience was not defined. This causes Google, Facebook, Instagram – whatever the platform – to focus on one goal: spend the money it was given.

For example, Facebook and Instagram ads are great ways to reach people and grow your business in a digital space. But, if you do not identify who your audience is, target the right interests, income, area – you may be reaching the wrong people and wasting money.

Without a deep understanding of your audience and digital advertising, you are nurturing an expensive brand awareness campaign. Brand awareness is great, but leads are better.

You Do Not Know Who You Are Selling To

As a business owner, you engage with customers, know who they are, and can determine any customer’s needs. But do you know your community, the place where you are offering your services/business?

A common mistake business owners make is that, while you are passionate about your business, does your potential audience feel the same?

Take the time to research your local community. Find out the median income, are there more families or single individuals, what is the most common pastime? Questions that resemble a dating profile should be the questions you ask yourself when determining your target audience.

If you have a better understanding of who the audience is that surrounds your business, the better you can tailor content, spend your ad dollars, and grow your business.

The Post and Courier knows the community and has built up more than 250 years of trust within that community. Better yet, the community knows The Post and Courier. We have developed a trustworthy, affluent, and statewide audience over the years. With that, The Post and Courier has developed a team of knowledgeable experts that efficiently tailor your message into captivating content for digital advertising and print advertising campaigns that help you tap into THE audience.

Why You Should Implement Video Into Your Marketing Strategy

Let’s be honest, it’s not the year 2005 anymore. Fifteen years ago if you were looking for video marketing implementation, you’d likely find it in TV advertising or on a web browser. Today, however, video is available everywhere: on our phones, laptops, TVs, tablets, and even on our fridges! If you’re not using video as a part of your marketing strategy you’re missing out. Below are a few ways to begin implementing video right away:

Branding

In the ever-changing and tumultuous environment created by social media and COVID-19, video marketing presents a clear outlet to establish and maintain relevance for your brand while respecting safety guidelines. Regardless of whether you’re on a B2B or B2C platform, video marketing is generally agreed to have a great ROI. Video allows you to be much more personal than other mediums. Presenting your product or service over video allows you to build brand awareness, build loyalty and is an excellent avenue for presenting value proposition. Think: why is YOUR brand better than your competitors? Videos are an excellent opportunity for your company to shine through, for you to distinguish yourself, and to separate yourself from the pack. 

One of the simplest ways to promote your company is to include clips of employees or satisfied customers talking about your business. Remember with branding to tell a story and to aim for the heart. If people can put a face to the company then they will much more easily connect with what you’re doing.

Advertising

When it comes to paid advertising, video is an easy way to present your product or service. In particular, tailoring your video to platforms like YouTube which has over 2 billion active users a month, gets your company before a huge audience quickly. Most social media platforms include paid opportunities to promote a business via videos. These include YouTube, Facebook, Instagram, LinkedIn, Twitter, Snapchat, Pinterest, Vimeo, Reddit, and TikTok. Before choosing a platform to promote on, make sure you’re familiar with what will be best suited for your needs. Our guide on picking between Facebook and Instagram is a helpful resource

More traditional television advertising is also a great way to promote yourself too, but you certainly need to take cost-efficiency into account before going that route. Social media can be a simpler and much cheaper alternative.

Events

For events, videos are an excellent option as well. Before an event include clips from a previous event, you can also show location and venue. These will preview the audience to what they will experience when they attend. It can help with other things too. One of the most useful benefits of video is it can help your website with SEO. If you’re having trouble getting your event to show up on search engines, embedding a video could be just the trick to get you at the top of the page.

When the event is over make sure to follow up. Give a recap of what happened; interview attendees. Make sure to maximize the event to its full potential. Make sure you’re collecting new leads, creating a newsletter, and offering sponsorships. An after-the-event video can be a great opportunity to generate future leads for those who were unable to attend. 

Product Demos

Product demos can be one of the most effective ways to market yourself. HubSpot recently noted that 73 percent of all US adults are more likely to buy a product after viewing a product video.

These videos can be simple and silly! Some great ideas include filming a live video showing off the latest inventory, or filming someone on your phone and posting to your feeds. Obviously, product demos can be highly produced affairs, but they don’t have to be! Get creative with your presentation.

Lastly: Go for it!

We know making the step into video marketing can be a scary thing. Many people don’t ever do it for fear of producing something of poor quality, or for fear of failure. If you need help getting your plan off the ground the team at King + Columbus would love to help. K+C has some of the top professionals in the industry and is well equipped to help your business grow wherever in the process you might be. No need to wait, go ahead and start implementing video today!

Spring Cleaning your Brand in 2021

The early part of a new year is great for more than just cleaning out your house. The spring season is an ideal time to revitalize your brand as well. And in 2021, the need to take a fresh look at your brand image is made more important by the evolving state of the pandemic.

So what are the most important aspects of your brand to reimagine, and how should you go about rebranding?

Logo and Brand Identity  

Your logo is a customer’s first impression of your brand, so it should feel modern. You want your customer to feel like they are interacting with a brand that exists in the current landscape. 

While not everyone is a graphic designer, there are still subconscious impressions that customers have about modern style and design. People know a logo from the 90’s or early 00’s when they see one.

Evaluate your creative assets. A strong logo is the pillar of your marketing efforts and is essential for building brand recognition. 

Companies are constantly evolving, and a refresh keeps your brand from feeling or looking old. On average companies update their identity every 7-10 years. Renew and refresh your company’s vibrancy and set yourself apart from the competition with an updated logo.

Popular website builder tool Wix identified the following styles as top logo design trends in 2021.

  • Hand-drawn imagery
  • Back to basic shapes (with a twist)
  • Overlapping text
  • Bringing classic symbols back to life
  • Optical illusions
  • Analogous color schemes
  • Breaking the rules of composition
  • Incorporating nature imagery
  • Using emojis

Brand Values

The next point should inform every decision you make about your brand when doing a refresh in 2021. Your brand values affect everything from how you should conduct your social media, to your advertising messages, all the way to how you run your business operations.

Your company’s acknowledgement and awareness and adaptability to COVID-19 is the most important “value” to work on. Even though we are nearly a year into the pandemic and vaccines are rolling out to more people every month, customers need to know that you’re still doing what’s best for everyone’s safety. 

Take a look at the first places people see any messages you put out. Think about your instagram bio, your facebook featured image or description, the front page of your website. These are all places that people should see something about your response to COVID. Even something as simple as stating that you’re requiring masks in person, or sanitizing your offices or store. 

If this is something that you haven’t already done over the last year, it’s not too late. Make COVID considerations a part of your entire rebrand as you go about planning it.

Take this time to also consider what social movements might be important to you. Black History Month and Women’s History Month are on people’s minds during this part of the year,  with February and March being dedicated to the movements, respectively. Build out plans to celebrate the messages that are important to you.

Social Media

Evaluate the social media accounts you are currently using and make sure they are updated with current logos, images and links to your website. Review and refresh your social media strategy, set goals, examine analytics and build robust content calendars. 

LinkedIn and Twitter are the fundamental social accounts for financial services, but Instagram can bolster brand awareness and help you engage with clients. Sprout Social reports that Instagram passed the 1 billion user mark in late 2020. So you’ll be missing out on a massive audience by leaving this platform to gather dust. 

Your employees are also key in building your social media presence. Recommend that their profiles are up to date and connected to your business page. Encourage your employees to connect on LinkedIn and share your content. They are valuable to organically expanding your social reach and building brand awareness. 

Finally, don’t forget to clean out your messages and make sure you haven’t missed any questions, comments, concerns, or feedback. Clients expect instant responses, this is a chance to showcase exceptional client service in a public forum.

Importance of Newsletters For Your Business

“Sign up for our newsletter!” A phrase you hear quite often. But what are you signing up for? Depends on what site you are on and what that site may be offering to you. Have you ever wondered what exactly those businesses get from having a newsletter? Seriously. What’s in it for them?

The Post and Courier Newsletter Editor, Emily Daily, shares her insights and expertise in newsletters from her 15 years in media, marketing, and public relations.

 Leads to Clients 

Newsletters being sent to people that already have an established interest in the company or business. These leads come from website submissions, social media, and anytime a person reaches out to the company for more information. When a person signs up for a newsletter or offers their email address, this individual is considered a Marketing Qualified Lead (MQL) and is ready to learn more about your business. Now, you nurture your lead with follow up marketing emails, letting them know about special offers, information that only subscribers or MQLs would get to learn, and anything exciting that may be internally happening with your business.

“Not only is it important for marketing the business and sharing new product news or upcoming sales or events, but it’s also a way to connect with customers on a personal level. Many successful newsletters are written from a personal point-of-view, often from a business owner, CEO, or editor. This gives the readers a chance to feel like they have a true connection to the company.” 

– Newsletter Editor, Emily Daily 

Building Relationships

People want to feel like they are getting something from a newsletter. What information does your business offer that can be helpful to your target audience? What makes your business stand out? Offering knowledge and delivering it right to your lead’s inbox developing a personal connection that may otherwise have been lost. Newsletter Editor, Emily Daily, explains:

The advantage of a newsletter versus a typical marketing email is that companies can create an established group of readers who trust their brand and stay updated with their news on a consistent basis. Every time a reader opens a newsletter from that company, they know it won’t simply be a marketing push – it will have other content that interests them as well. Therefore, newsletters tend to have much higher open rates and click-through rates, especially when they’re sent out on a consistent basis.

If someone signs up to learn more from you, what will they be learning? Here are some options:

  • Awareness: New products or services? Perhaps a new team member! Let your audience know.
  • Expertise: What do you know that can help your audience? What resources do you offer? A guide? Article?
  • Promotion: What’s going on in your business? Having a sale? Special offer? Holidays are primetime to offer your loyal audience something special!
  • Coverage: Extra! Extra! Read all about it…in our newsletter! Compile a spot for readers, leads, clients to go to know about everything and anything that may apply to them. The Post and Courier often use this method with our niche newsletters – Breaking News, Sports, weather, climate change, food & dining, and so much more!  Instead of taking the time to search the website, we send you the links you want to know about it. A one-stop-shop of information!

Not Just Newsletters

A newsletter is not just an informative way to nurture leads and build client relationships. Newsletters are not only a great way to reach new audiences, but they are also a great way to advertise. Joining an established newsletter series can highly benefit your business. Each newsletter that The Post and Courier sends out has sponsorships. These are businesses advertising within a source that they know reaches their target audience and is a trustworthy, primetime, and amicable form of advertising.

“The benefits of being a sponsor for content like this are unique to broad appeal newsletters. The open rates will likely be higher percentages than general newsletters since the readers are specifically seeking out that content. This means they will also have higher trust in the content of the email. This makes your brand stand out even more.” – Marketing Coordinator, Michael Strong writing about Newsletter Sponsorships.

Adding newsletters and email marketing to your budget can significantly help you save in some areas while continuing to grow and nurture leads.

 

The Value of Repurposing Content

Reusing old content has become more valuable than ever in 2020. On top of that, there’s no better time to revitalize old posts than during the holidays. Between the stresses of dealing with COVID-19 as a business and planning time away from work, pulling content out of the vault can lift many burdens.

Depending on what your business produces to market itself, there will be different ways to repurpose it. But the core idea remains the same; take valuable content that has been buried under newer things, add a new spin on it, and push it back to the top of your feed.

Why reuse old content?

Before diving into your past catalog and simply re-posting everything you have, let’s dissect why this is important to do. Understanding the value of repurposed content will help you to decide which pieces to revitalize and how to do it.

Save time/money

The most obvious reason to go about this, is that you’ll save time and possibly money. Repurposing old content can often take a fraction of the time and effort it would take to create something new.

If you’re working with a third party such as an agency, you probably are conscious of both time and money. Your agency can help identify good content to reuse, based on how well it performed. The agency can then transform that at a faster pace and a cheaper cost than producing something original.

The process can even be automated. If you have timeless content, meaning it wouldn’t need any rewriting or additions, you can set up a system to automatically republish content. This is great for the holiday season once you start to take time off. This can be done through something as simple as using social media to post links to your content. Or on a deeper level, set up your website to push old, but relevant blogs to the top of the page.

Boost SEO

Your content can only truly boost the overall SEO of your website if people are visiting and spending time viewing your content. So don’t let your old content go to waste by hiding it in the past.

Giving people a fresh reason to visit your page will add to the existing SEO power that it built up originally. Whether you decide to update your existing content’s page, or copy the contents to create a new, fresh page, the SEO benefits will be great. You can attribute your new content back to the old post. More pages on your site means stronger search engine value. 

Reach new audiences

This boost in SEO is also one way that your repurposed content will attract new audiences. Perhaps your content didn’t’ achieve its full potential the first time. Giving it a second chance will do nothing but positive things for your brand’s reach. 

Times have changed dramatically in 2020. People are living their lives in ways we never saw coming, due to quarantines and social distancing. Chances are high that your business can play on these life changes in some way. Take a look back at your history of content marketing. You might just find something that is now relevant to a wider audience.

Just be sure not to overdo it by rehashing the same topics week after week. You don’t want people to see you as a brand with nothing new to say.

How should you reuse content?

Content marketing comes in many forms, and they cannot all be treated equally when it comes to repurposing. Once you’ve identified what’s worth reusing, you have to find the right approach to doing so.

Blogs

Blogs often rely on data to back up points, which builds up your brand’s expertise on a subject. One straight-forward approach to reusing old blogs is to update them with newer data. Add new links to externals sources, or even new backlinks to pages on your site that didn’t exist before. This all adds to SEO and brand image.

You don’t even have to keep the blog in written form to reuse it. Consider ways to turn your writing into podcasts or videos. Come up with new ways for audiences to digest your content. Not everyone engages with content in the same way.

Once you have a solid backlog of blog content, you can compile related blogs into a single collection. This can even take the form of a physically published book. 

The purpose of blogs in content marketing is mainly to build up the brand image by showing your expertise. Reminding people that they can engage with your content in different ways gives them more chances to see that you’re an expert.

Videos

Video content does not need to be reshot in order to be repurposed. Graphics, text, and animations can be added to transform your video.

Are you proud of a recent award or achievement your business achieved? Commercials or other video marketing pieces are a great place to insert graphics announcing your success.

If you have the time, recording new voice-over narration and adding new music is a great way to reuse videos. You won’t have to bother reshooting footage, and the content will still feel fresh. This is a great way to make new announcements for your business or share anything that has changed since the original video.

This is an important thing to remember even when shooting footage for entirely new videos. Always incorporate some level of timelessness. You can always cut things out, but try to get enough evergreen footage in your content that it can be trimmed and reused. 

Social Media

Social media is made for throwbacks. We’ve even dedicated a whole day of each week to it. Engage in the Throwback Thursday trend to reshare old posts with your followers. 

Hopefully, your follower count is always growing, so there should always be new eyes to share your content with. This can be done through stories, so you don’t have to clutter up your feed with duplicate content.

The cycle of reusing content can involve every channel. So if you’re refreshed an old blog for 2021, share that out on social media. You can do something as easy as taking the original image you used to post about the blog the first time, and add an “updated for 2021” text stamp on it. 

One important thing to remember when updating content that has been shared on social, is to make sure links still work. If you’ve gone back to edit an old blog, or have published a new version of a blog, make sure your posts link out to the new content. And always make sure no posts are linking to a page that no longer exists. Set up redirects to solve this issue.