What are Cookies (on the internet)?

What are Cookies (on the internet)?

We are talking about the internet here – so if you got a picture of a chocolate chip cookie pop up in your head – you are not alone. 🍪😋  So what are cookies on the internet (not the ones we eat) exactly?

Computer cookies more formally known as HTTP cookies are not physical objects but text files with small pieces of data, like a username and password that are used to identify your computer as you use a computer network.

It is basically a process where the file is saved in your browser when you visit first visit a webpage.  This file that contains code tracks your behaviour, shares insights in a central place for folks that manage the website.

They are an essential part of web development and can give you more convenient and personalized web visits. Cookies remember you, your shopping carts, website logins, and more details which enables them to keep track of what you have visited and downloaded in the past. Computer cookies can both improve your browsing experience and also prove troublesome when it comes to your online privacy and data.

Related: What are algorithms?

Related:  Web Development Solutions

Why are they called cookies?

The name ‘cookie’ has its roots in an early programming phrase called ‘magic cookie’ which was popular amongst users of the UNIX computer operating system (UNIX is another less intuitive system like Windows) and was used to describe data passed between two programs (possibly as a shout-out to fortune cookies as they contained messages).

Way back in 1964, a once-popular web genius called Lou Montulli wanted to create small data carriers for websites that would enable a user’s activity to be tracked and stored and henceforth he made the spinoff ‘cookie’ from ‘magic cookie’. They are now commonly referred to as web cookies, browser cookies, and internet cookies.

Types of Cookies:

There are three types of computer cookies:

  1. Session
  2. Persistent
  3. Third-party

These text files are all very different and have their own usage.

Session cookies are temporary cookies that store your online activities. Since websites don’t have any memory, they make use of session cookies to track and save your data to prevent you from being treated like a completely new visitor.

Meanwhile, persistent cookies (also known as first-party cookies) work by tracking your online preferences. If you personalize a website to suit your preferences then these permanent cookies will remember your preferences the next time you visit the website.

Third-party cookies (also called tracking cookies) collect and store data such as your location, age, interests, and search trends which are then passed or sold to advertisers by the website that created the cookie. This allows marketers to provide you with personalized advertisements.

How cookies can become unsafe?

Under normal circumstances, cookies are not dangerous because the data within them isn’t changed as it travels back and forth. Hence they cannot transfer viruses and malware to your computer.

However, some cookies can be hijacked by cyberattacks which enable access to your browsing history which can compromise your privacy online. Some viruses and malware can also be disguised as cookies and are a potential security concern such as ‘super cookies’.

Similarly, ‘zombie cookies’ are permanently installed in users’ computers and reappear even after being deleted.

Third-party cookies are more susceptible to cause privacy concerns as they allow parties to track your online activities.

How are cookies used in marketing?

Many brands, digital marketers and some IT departments retain contracts with third parties to facilitate their marketing initiatives when you visit or use their online services.

Cookies allow companies to retain your online information such as how you visited their website including any advertisements you interacted with, other devices you may have used to search for them, any specific search term you used to reach them, and the services they provide.

These technologies enable third parties to know about your specific interests and to formulate advertisements about their services and products according to them.

Cookies have also been used to gather information for data analytics such as whether users are visiting a website from pay-per-click ads, backlinks, or search results and how much time do they spend per page.

You can use this data to market and remarket the users who show interest, have visited your branded website to help get eventual sales.

As you can tell, cookies provide a ton of other information and insights for marketing, whether that is placing your ads in front of an audience that is likely to try your brand offering to upsell, repeat, and referral opportunities. 

Last bite – I mean thoughts…

Hopefully, you can see that cookies play a big role in enhancing and personalizing our browsing experience. They are here to stay in some form or another even with the recent pushback from various markets and economies.

Marketers have used them extensively in the past 20 years to help track, measure, and market to the online community across the world wide web.

They are an enormous asset to businesses and services to dig up marketing data for companies and small business owners.  Hopefully, you have a better understanding of what are cookies – especially internet cookies.

No cookie blog will be complete without an image of a chocolate chip cookie (internet cookie or not). 

So with that said, here is a picture of a cookie for the good measure.

What are cookies on the internet - blog on web worx labs showing a picture of a giant chocolate chip cookie.

Image Source: Getty Images  (creative commons license)

Who does not want to have a bite of deliciousness now?  Bon Appetit!

Thoughts, questions, comments?  Reach out via our contact us page or comment below.

5 Powerful & Easy Tips On Branding Style Guide

5 Powerful & Easy Tips On Branding Style Guide

5 Powerful & Easy Tips On Branding Style Guide

Branding is the cornerstone of effective marketing. Perhaps you’re hearing this for the umpteenth time, but the importance of proper branding can’t be emphasized enough.

If you’ve not yet conceptualized branding, it’s crucial that you start by understanding exactly what it entails. Well, on this note, branding simply refers to the marketing practice that involves creating a solid, positive perception of your business in the minds of your customers. Mostly it involves a distinctive name, logo, and/or a symbol that will be used to particularly identify the company or organization.  

Why brand?

Why would you spend some significant amount of money, time, and/or effort to brand your business? You have nice products; everybody will buy them without caring to know their source. Wait, this is a lie. 

Remember you have competitors, some of whom have better or worse products than yours. This leaves your target customers with a crazy range of choices to choose from. You have to stand out from the crowd and position yourself as the best deal. With a branding style that makes a memorable impression on your audience, you will help your target customers identify your business and products more easily. 

Apart from easy product and business identification, here are additional ways in which a proper branding style guide can benefit your business.

Enhanced trust with customers 

A properly branded business exudes legitimacy and a high level of professionalism in the eyes of customers. This inspires customers to develop trust in the business.  

Related: What Should Businesses Do Today To Establish Trust Online?

Related: Videos on Homepage That Work & Video Storytelling Framework

Improved financial value

 Did you know that publicly traded companies are valued way much higher as compared to their total real hard asset value? This is quite intriguing, especially if you don’t know how well-thought marketing can improve the extrinsic value of a business. Effective branding accounts for a remarkable percentage of the additional value. 

Better scalability 

 A strong brand attracts potential investors when it needs external financing for expansion. This is because the investors perceive good longevity and stable future performance, thus a safe place and profitable place for their investment. 

 Inspired workforce

Besides decent work and good pay, employees feel motivated at work when they have a unifying goal or mission. In this regard, a strong brand communicates the mission of your business, serving as a flag around which your employees can rally.

 Why do you need to be consistent?

 In this information and globalization era where new businesses are springing up every minute, the power of branding popular than ever before. Unfortunately, it’s something that can hurt your marketing efforts if not well planned and calculated. 

On top of your branding priorities should be a well-thought-of guide. Why, because you don’t want to leave your customers confused as a result of your inconsistent marketing. Just consider the varied ways in which you’re reaching your customers: Social media, offline advertisement, traditional print media, and/or television adverts. The list could even be longer. 

90% of the consumers who responded to one of Google’s recent reports,  The New Multi-screen World: Understanding Cross-Platform Consumer Behavior, reported that they use multiple devices to achieve one objective online. 

For instance, if you want to purchase product “A” online, you can use your smartphone, tablet and computer to get the necessary information before making the final decision. Besides, you might consult different information sources such as websites, social media and online commercial ads. Inconsistent branding of a product across these channels might create confusion among the target audience. That’s why 87% of the consumers who responded to a Zendesk survey emphasized the importance of branding consistency across all online as well as traditional marketing platforms. 

Coca-Cola discovered the importance of branding consistency right from its inception and has been doing things right all through. 

Image Source: Print Mag

A Branding Style Guide 

Considering the different ways in which the information concerning your business reaches your customers, you need to ensure the uniformity of your brand across all the channels. In fact, this is something you should carefully consider before launching your business or when rebranding.

The proactive approach will help you to align your business with the expectations of your target customers from the very word go. 

You want to enable your customers to spot your business and products a mile away, don’t you? If so, then you need to acknowledge that you’ll achieve this once your brand sticks in their mind. That will happen when they repetitively a branded product or premises communicating the same message using identical logo, images fonts and colours.

No wonder Lucidpress a 2019 Lucidpress survey shows that brand consistency can increase business revenue by 33%. This is where the importance of a branding style guide comes in.

A branding style guide, (or you can call it a brand book or a brand manual), is a document containing a set of guidelines that shape your brand’s look and feel on all your marketing collaterals. It gives a summary of your brand

Tips for Creating a Branding Style Guide

Before you start crafting the guide for your business, it crucial that you get an in-depth understanding of your brand. Take enough time to identify its exact mission, vision, and core values.

With that in mind, you can then go ahead to follow the following simple but crucial steps for creating an effective guide for a solid and uniform branding style.

1.     Create a captivating brand story

A captivating brand story that highlights the business’ mission, vision, and core values is the heart of a successful style guide.

Besides greatly influencing brand experience, the story will inform all the other parts of the guide. Therefore, you can consider seeking help from a branding expert if you doubt your ability to create a great one.

2.     Put down logo guidelines

Your great logo can be distorted and convey a different impression while being used in different environments. That’s why you need to give out the guidelines that different users will have to adhere to for consistency.

Highlight the desired logo size range, fonts, colour variations (and the appropriate colours for specific scenarios), and image orientation.

Do you want to discourage the use of your logo to be used in a certain manner?

Ensure you indicate those don’ts as well.  

3.     Indicate your colour palette

Every colour conveys a specific message. Branding colours impact 85% of purchase decisions and boost brand awareness by 80%. By extension, this shows the importance of the careful selection of branding colours. 

Choose a colour palette that communicates your brand’s personality irrespective of the involved environment, whether on a website, TV ad, social media or printed ads. Confirm colour meanings before deciding the exact colours that will be used for your branding. Additionally, make sure that the selection expresses the intended mood, feeling and message. 

It is important to include samples of your preferred brand colours in the style guide. Also, show how the colour palette should be reproduced accurately.

Shopify explains its colour choice in its branding style guide

Image Source: Shopify Polaris

 

4.     Describe the ideal fonts

The fonts that you choose for your brand will have a key role to play in your brand identity. Although font consistency is key across all your collaterals, it doesn’t mean that you must stick to just one font. In fact, it is advisable to have a logo font that’s different from your other text marketing content’s font. The contrast will make your logo stand out.

In this step,  identify your font style and size as well as font design hierarchy and weights.  Font spacing is also another crucial thing you should specify. Consider reaching out to a seasoned brand designer for further guidance if you’re stuck at this step.

If you select multiple font types, ensure to specify the exact application of each.

5.     Specify your brand’s voice

The language that your brand uses influences the perception of the public towards your business. Some words, no matter the good intention you might have, can work against your marketing efforts.

Indicate your do’s and don’ts concerning word and language choice for your marketing. The choice should be hugely informed by your brand’s personality.

To help the users of the guide understand exactly what’s expected from them in this regard, you can go ahead to provide some examples of the ideal words and language to use.

Here is an example that Adidas’s brand voice and their voice for every touchpoint in the customer’s journey: 

Image Source: Slideshare Presentation By Alexis Kelly

Bonus Tip: Describe your image guidelines

How would you like photos and illustrations to appear on your branded materials? This is something on which you need to come out very clearly on your branding style guide. You can give a few samples of the images you feel most appropriate and from which you’d like the intended manual users to draw inspiration.

The colour palette, the choice of photography, the ‘feel’ can be expressed from the photos selected. So having this attribute of your brand in your style guide is a good must-have!

Image Source: 99 Designs

Wrapping Up

A branding style guide comprises specifications on each element of your brand, including colour, logo design as well as content design, and presentation. With it, you’ll rest assured that people who are involved in the creation of your marketing collaterals are reading from one page for branding consistency.

Questions? Thoughts? Need Help. Comment below or reach by filling out our contact form

5 Ways A Marketer Can Stand Out At Work

5 Ways A Marketer Can Stand Out At Work

5 Ways A Marketer Can Stand Out At Work

You’ve made up your mind that you want to pursue marketing as a career.

You have all the academic qualifications to kick-start the career journey.

The zeal in you feels like it will take you just a couple of years or months to become a world-class marketer. 

First, congratulations on defining your career path and bracing yourself to defy the odds to become an outstanding marketer. 

What Is Expected of You?

The key role of a marketer in an organization is to develop and implement profit maximization strategies when it comes to the promotion of a product, a service or a brand. The marketing professional focuses on ensuring that the necessary promotional message reaches the target audience and triggers as many profitable sales as possible. So, a marketer is an integral part of any form of business. 

That’s why the February 2020 CMO Survey projects that businesses are likely to spend 11.3% of their overall budgets on marketing. 

Image Source: 2020 February CMO Survey; Slide 8.

Possible Challenges 

Marketing is a highly sought-after skill and could be very rewarding if you get it right. However, it is important that you appreciate the fact that it is not all rosy- It has its own fair share of challenges. It’s unfortunate that marketing is regarded as among the most stressful fields of work.

So, what makes marketing an uphill task sometimes? Well, here are some of the challenges you are likely to encounter as a marker. 

Traffic and Lead Generation

Sales lead generation and traffic generation are the key tasks of a marketer. However, according to the 2018 State of Inbound reports, the inability to generate sufficient sales leads and traffic is one of the top challenges that marketers face worldwide.

Image Source: Hubspot’s State Of Inbound Report

When you become a marketer, you’ll realize that your target audience might not be as receptive to your message as you’d expect. The reason is that these people are bombarded with so much information that they’re confused which to consider or overlook. When your content doesn’t get the intended level of attention, it means that the targeted lead generation level may not be achieved.

Consequently, the business will not be able to attract enough prospects and new customers to sustain its growth. That’s one of the toughest moments in a marketer’s life.

Inadequate Resources

From sponsored ads to content creation, marketing involves various activities that require money to be spent. However, in some instances, marketers find themselves between a rock and a hard place when they are expected to deliver to certain levels, but their budgets are insufficient. Companies expect their marketers to account for every marketing dollar by showing the return it has brought. Therefore, as a marketer, you have to show the best results for the little resources you’ve been provided with before your proposal for a budget increase is approved.

Identification of The Right Tools

There are a wide range of tools that are particularly design to improve marketing efficiency, each one of them addressing a particular relevant issue. However, according to HubSpots’s State of Inbound Report, 24% of marketers find the identification of the most suitable tools for their specific marketing activities quite challenging. You are likely to find yourself in such a situation as well.

How to Stand Out

Do the above challenges sound discouraging? Remember, every job has its own challenges, and that doesn’t mean that you can’t rise beyond them. When it comes to marketing, you can employ strategies to help you overcome the aforementioned challenges, among others, to become an outstanding expert.

Here are some of the ways in which you can position yourself as an exceptional marketing professional:

Develop an Analytical Mindset

Marketing ought to be a response to the happenings in the external environment. It should highlight the solutions that a business has to offer to address particular needs affecting people. 

So, a thorough need assessment is a key step for marketing success. As a marketer, you need to look for answers to questions like:

“what to these people need?”

 “what is likely work as solution and why?”

 “What can turn away my customers in my marketing approaches?”

The more accurate answers you get for such questions, the higher the chances of attaining your marketing goals. This is where marketing data analysis comes in handy.

The modern day’s marketing experts spend much time on data analysis to gain an in-depth and accurate understanding of their respective niche markets and identify the best strategies for their campaigns. 

For instance, when it comes to the recent SEO statistics, you’ll find that 4% of today’s marketers actively employ search engine optimization (SEO), according to Hubspot. 

According to Steelhouse, landing page targeting and testing can see conversions increase by 300%. However, only 17% of marketers use landing page A/B tests for conversion rate improvement.

The above statists tell you that although SEO is a popular marketing strategy, there are some inadequately tapped potential (in landing page testing ) that you can leverage to boost your conversions. 

Essentially, you must be able to use the relevant raw and processed data available to you to develop actionable strategies if you want to become a distinguished marketer. 

Be Sincere

One thing that you need to acknowledge while marketing your brand, product or business is that your target customers aren’t short of alternatives. There’s a high possibility that tens of businesses with solutions like yours have approached them.

The current market is very competitive. A customer is fed with too much varied information that they don’t know who to trust. According to Edelman, only 48% of the U.S customers trust businesses in 2018. So, every serious marketer needs to strategize on ways to earn trust from their target customers.

A recent survey  shows that84% of marketers worldwide believe that future marketing efforts will focus on trust-building. No wonder many companies have resorted to hiring online reputation managers on a full-time basis. 

Humans have the tendency to trust seemingly sincere people. A sincere marketer has higher chance of developing long-term trust with customers as compared to when marketing efforts are crowded with deceit and dishonesty. 

When customers perceive you as a trustworthy person, there’s a high likelihood that they’ll give you the attention you want, and eventually respond positively to your call to action. 

Sincerity is also a major determinant of the kind of relationships you’ll have with your bosses and even colleagues. Learn to admit mistakes when you commit them. Avoid lies to cultivate long-term professional relationships. Genuine employees are not easy to find. So, rest assured that your sincerity will take you to unimaginable professional heights.

Stay Well Connected to Your Surroundings

As earlier mentioned, a marketer serves as a link between the needs in their surroundings and the solutions that a business has to offer to the problems of their customers.

So, one of the things that you can’t afford to ignore is the awareness of the environment surrounding you.

Get involved in the community where your target audience lives or frequents.

As for the physical surroundings, attend and actively participate in the events that bring together your target customers to get to understand their needs. That direct interaction is priceless.

Leverage it to position yourself as a person who truly understands their needs and has the best solution to them.

In the online world, identify the platforms where your customers tend to visit and let them feel your outstanding presence. You can achieve that by sharing valuable content that’s relevant to their needs.  

The most successful marketers are those who are heavily engaged in their communities. Follow suit, and you’ll see your marketing career become more successful day by day.

Be Open to Trying New Things

Customers’ needs are very dynamic. You’ll become irrelevant if you don’t adjust your marketing tactics accordingly.

For instance, the digital era has seen a reduction in the consumption of print media, as people shift to digital information platforms. This leaves a savvy marketer with no choice but to invest heavily in digital marketing.

Even in digital marketing, things are changing really fast. What used to work a couple of years ago might be ineffective today.

Considering the changing nature of customer’s needs, you need to constantly review how you convey your messages. Find out the kind of content that your customers want. If it’s something that prompts you to try a new thing, then don’t hesitate to take up the challenge. The best marketers face challenges head-on; they don’t escape.

Ensure that you are always keeping up with the most recent marketing trends and changing your marketing tactics accordingly. 

Maximize Your Budget

Marketing accounts for a significant percentage of business expenses. If not well checked, marketing expenses might hurt the profitability of a business. That’s why CFOs demand results from marketers regularly. 

If you want to earn the heart of your boss, you should prove to them that you can deliver the best results from your lean budget. Learn how to set, allocate, troubleshoot, and adjust your marketing strategies in a way that portrays your ability to bring marketing efficiencies to the organization.

Be always on the lookout to identify and utilize tools that can boost your marketing efficiency.

Make the best of the little you have and the CFO will rarely have a second thought while approving your marketing budget increase proposal. 

Parting shot…

Marketing is a challenging task that requires creativity, sincerity, proactiveness, an analytical mindset, and great interpersonal skills. When you get these right, you won’t be any other marketer; you’ll be an exceptional one.  

Thoughts to share?  Comment below or continue your learning journey in our blog.

Sign up for our newsletter or other updates where we share the latest tips, tricks, and best practices on how to become an awesome marketer! 

7 Best Ways To Leverage YouTube For Retail

7 Best Ways To Leverage YouTube For Retail

7 Best Ways To Leverage YouTube For Retail

So you are wondering how to use YouTube for retail brands effectively?

YouTube has a huge audience, who tend to spend more time on YouTube. than most other social media platforms!

Video marketing is growing, and YouTube allows for a great way for brands to build a following, gain exposure and engage your customers or prospects for retail brands.

In today’s blog, we walk you through the best practices (with examples), best strategies and why your retail brand needs YouTube.

Why do you need to leverage YouTube for your retail brand?

As discussed earlier, YouTube is the second largest search engine only after Google.

It provides tremendous opportunity and discovery potential as a marketing platform for both small- and larger retail brands.

Various marketers around the globe have been leveraging YouTube for so many years.

Demand for video content on YouTube has always been high since its inception.

So, before we get into the ten best ways to leverage YouTube for your retail brand, let’s discuss why you need to do that.

Source: Broadbandsearch.net

·      Massive Audience

There are about 30 million daily active users and the average visit time is over 40 mins (not monthly, on an average day). There are about 5 to 7 billion videos watched every day. Therefore, it is needless to say how important YouTube is to promote your retail brand.

·      The Future of Marketing Will Have YouTube

Leveraging YouTube for our retail brand is more efficient and effective as compared to other means of promotion. Many marketers are already turning to YouTube for their brand promotion for a reason. That is due to its nature of being more effective and easily approachable by the audience. The research estimates estimated that by 2022 online videos will make 82% of all the Internet traffic 15 times higher than in 2017. A large reason for this is the fact that videos make things easier for people to understand.

·      High Possibility Of Engagement

There are various types of video types that can be uploaded on your brand channel to increase traffic, visibility and engagement.  Build trust, establish credibility, make a connection by providing different video types in playlist format.  Have a section on product innovation, one about educating on product specs and another list of culture and the brand essence of the company.  All of these types of video content allow brands to define themselves first and appeal to their target audiences in a unique way.

·      Effective Flow of Content

YouTube makes it easy for our content to get shared through other channels. Recent studies reveal that people tend to buy more things after watching the video.

A content marketing plan should be in place to upload regularly so your updates on the channel show up on people’s streams when they are browsing to always stay on top of mind and really establish that trust.

The 7 Best Ways To Leverage YouTube For Your Retail Brand

No hard and fast rule can ensure your brand’s success, but still, there are high chances of you leaving standing out by applying these strategies.

Here are the proven ways to tap into the power of YouTube for your retail brand to try to get the desired outcomes.

1.   Short ‘how to’ videos  

We often have experienced that people don’t have enough time to watch lengthy videos on YouTube. Therefore, we must upload videos about our brand to introduce it to our target customers.

Short videos are easy to consume quickly, get the point across and amazing way of building brand awareness quickly.

People are always looking for videos to get answers on how to solve any of their problems on a daily basis. 

Here is a great example of a fashion retailer using ‘How To Videos” to educate their customers, generate awareness and establish or maintain trust as a thought leader on their solution offering:

  Source: Sephora YouTube Channel

Why this works is because is 10 mins long, it showcases a new product and how to use it and does it in a way that builds trust.

Short, sweet and engaging!

2.   Customize Your Retail Brand Channel:

Customizing takes work.  This is where your brand has to shine and showcase why it is unique given the noisy world.

Things to consider when looking to make your voice a unique one on YouTube are:

  • Showcase your latest product gallery
  • An engaging channel banner with your brand colours. 
  • Using your About section the right way
  • Creating a unique playlist
  • Uploading content frequently enough and develop playlists to inform and educate your customers about your brand

Check out Nordstorm’s unique branding on its channel:

Everything from the main banner, to the home video, the playlist, the community section, the channels and the about sections are used to make an impact and distinguish itself from it peers in the market with this example

YouTube provides a lot of opportunities for brands to distinguish themselves.  Use the features to really make a statement.

3.   Genuine & High Quality Content Always Wins:

There is no escaping this.

To stand out, you must do what it takes to stand out – which is to produce engaging and unique content.

We are not saying that you re-invent anything. 

Whatever your solution is in retail, it has to be engaging and or entertaining. 

This means each video should be created with a goal in mind.

If we don’t have good enough content on our YouTube channel about our brand, you will be disappointed with the outcome.

So it is important to start but to really make an impact, the brand channels have to be unique and consistently updated.

YouTube has the potential in exposing your brand in the digital world, so the production of good content on our brand channel is directly related to the growth of your retail brand. 

Some of the other content ideas that you can use for your retail brand are:

  • product close up shots,
  • your customers talking about the retail experience,
  • your e-commerce store,
  • your brand story and
  • people behind the brand (the founders, employees and etc.). 

The more human you can make your brand, the more values you will be able to showcase automatically in a video on YouTube with your brand.

Here is Swatch showing behind-the-scenes live session done for a setup that was captured on video.

Source: Swatch Youtube

4.   SEO (search engine optimization) on YouTube

Leveraging YouTube for our retail brand will lose it’s substance if we don’t keep YouTube search engine optimization in mind.

As discussed earlier, YouTube is the second-largest search engine (yes search engine) in the world used by many people with a lot of stuff already available.

So, it should be more comfortable for our customers to find us on YouTube.

Let YouTube know what your content is about easily with the right keywords and SEO for YouTube. 

This will allow the platform to help your brand get discovered for keywords, content types and videos your customers are interested in.

5.   Use The Analytics To Iterate

YouTube provides great insights to review the performance of your videos.

Doing regular detailed analysis to understand what works for our brand is vital to help get the exposure for the products you are looking for.

Image source: Zoho

Proper research will give us an idea of what steps we can take to grasp our customers’ attention to indulge them with your brand.

6.   YouTube Ads:

Paid advertising is another thing in promoting videos on YouTube.

If we have a larger audience on our channel, then different advertising agencies can contact us to post their ad on our videos, and we will get paid for it.

Some options available for Youtube Ads include:

  • Skippable video ads (skippable after 5 seconds)
  • Non-skippable video ads (as the same suggested – you must watch before video is played)
  • Overlay ads (image or text can appear on the bottom of video)
  • Bumper ads (up to 6 seconds before a video can be viewed)

Did you know that to run YouTube ads, you have to go through the Google Ads platform? 

You can learn more about ads on the Google Ads Help page right here.

Here is a 30-second ad done in 2012 (yes almost a decade ago) that showcases the power video for branding:

This ad was effective then, and can still do wonders in pulling the right emotional cords for brands in today’s competitive environment.

Source: Death Cookie Entertainment

7.   Don’t Only Talk About Yourself

This may seem obvious, but it important in today’s social and very open world to not only talk about the brand, its products and merchandise.

Ultimately, it’s a customer-first world.  Your customers are the heroes.

So showcase the success stories of your customers in action.  Let them talk about your brand in an authentic way, capture it on video and create a playlist.

Your retail brands help with a certain section of your target customers’ lives.  Whether that is office productivity or weekend warrior – there are other ways you can engage on YouTube with your fans and customers. 


So if they are a weekend warrior and you sell running shoes, upload videos on post-workout snacks that show your customers you care about their well-being.

The same goes for an office equipment retailer, if you sell office furniture, then share office productivity tips videos that are a close association with your brand offering but not direct competition and still helps your customers.

This is how trust is built more than anything leveraging videos to connect.

Final Thoughts…

In today’s world, if your retail brand is not on Youtube, then simply put, you are missing a world of opportunity.   

YouTube marketing will help us reach a much larger audience as compared to any other online platform.

At Web Worx Labs, we have helped partners create a YouTube strategy and gain exposure with our one-two marketing solutions.

We can help you create content for YouTube with our video production services and then help market it the right way with SEO and Google Ad campaigns.

It is the right one-two combination to not only create great brand assets but allow your retail brand to get the right exposure in front of your ideal customers.

Or better, talk to our experts over the phone right now by calling us directly at 1 833 932 9679.

How To Use Quora For Marketing – Ultimate Guide

How To Use Quora For Marketing – Ultimate Guide

How To Use Quora For Marketing – Ultimate Guide

Why Quora In 2021 – Statistics

Quora & Reddit are powerful Question & Answer platforms that allow people to answer and ask questions in any specific niche around the world.

Compared to other social media channels – Quora is had on average 300 million active users as of early 2021.

It is one of the most trusted platforms

for knowledge seekers. From celebrities to famous politicians all help answer questions.

Source: Statista

Your Brand On Quora; The Killer Profile

Killer profiles matter at Quora. You showcase your expertise and talk about yourself in ideally 50 words or less. Make sure to include your thought leadership on your brand’s website, whether that is your company or personal blog or website.

Besides after you build trust with showcasing thought leadership and answering questions for knowledge-hungry professionals, they are sure to check out what your business is about. That is when you have earned the right to ask them to check out your page without being too “salesy”!

Here is an example of the killer profile on Quora:

Source: Quora.com

Another great example is Elan Ledoux (personal & professional approach):

Source: https://www.quora.com/profile/Elena-Ledoux

Both of these profiles are professional, pack a ton of details, interest and background to entice the person to really get to know them. Quora allows for this and brands or business leaders can and should take advantage of this feature to really make themselves personable, human and share their story in their unique way!

Things to avoid in your Quora profile:

All in one paragraph:

A giant paragraph not broken up will hurt the eyes and deter people from reading it as you are not making it easier for them

Mistakes & Grammar Issues:

I can’t believe I am saying this – but check your grammar. With many free tools out there, you will be surprised that even in today’s day and age, people are still having profiles with basic typos, and grammar mistakes.

Your whole life story

Talk about experiences you want your brand to be associated with.

Talking about getting an A+ on your biology research paper when you were 14 (30 years ago) may not be the ideal thing to mention here 😊.

So choose your words, links, spacing & descriptions wisely. This is what will be your brand that is associated with your company’s brand.

Finding YOUR Niche

This is where it becomes really interesting.

You may feel that your brand is the talk of the town or your product or service solution is something that everyone is raving about (well that may actually be the case, but still let’s not go in with that assumption, unless you can validate it), you may want to find out what answers people are actively seeking.

What does your solution cater to? What values or questions your brand helps with and how you can share those values by answering questions and build a connection and a trust factor.

So from the examples shared above, Elena Ledoux is a mother, a lawyer and an entrepreneur or two projects or brands.

She answers questions related to her experience, very frequently.

She talks about life, answers legal support questions, parenting, success stories and more.

She does not only answer business-related questions or questions directly logical in nature.

In addition, she chooses to answer more broader, general questions on the “how-to” or answers associated with inspiration.

What can really help you determine where the interest levels are associated with your profile, expertise or brand offering:

Sign up for ads. Here we are not walking you through Ad tips for Quora (that is in the section below) but helping you find the right queries or questions that you can answer that are closely related to your expertise and have sufficient demand and search volume.

So when you are answering questions that are high in demand, you are getting the exposure your brand needs!

Setting Up Ads Manager Profile

To sign up for Quora Ads – follow these steps:

  1. Login to Quora
  2. In your profile (top right) – click “Create Ad” from menu

  1. Complete the business profile

The below pop-up appears:

Enter the rest of your billing & business information as per above (we did ours for Web Worx Labs to show you a sample) and hit “Start Advertising”.

Then walk through the ad set up and get to this page:

Starting Your Campaign

Type in search topics that are closely and generally associated with what you want to talk about.

Now you will be asked to validate your email and identity. A verification email will be sent to you and once you have that, you are all set to start using the Quora Ads Manager.

On the top left – select the “New Campaign” Button.

Give Your Campaign A Name (any name given you will not be actually running the campaign) and enter a nominal budget amount.

We recommend choosing “Traffic” as a campaign goal to get

Enter Your Ad Set Name & Update Market Level Targeting

Give your ad set a name (again not important in this scenario given we are looking for trending and high search volume topics).

Pro Tip: when narrowing down your markets, keep it at least at the country level. Unless you are really focused on a narrow market, you want your brand to get exposure as much as possible, so cast a wide net!

& Start searching. Find questions related to your industry, topics or experience. Our recommendation is to go for ones that have at least 1 million impressions on a weekly basis to get an idea of top trending and high-demand items.

Other Ways To Find Interesting Topics On Quora:

For finding high-volume keywords related to your niche, we recommend using tools such as Ahrefs, SEMRush or UberSuggest. These tools provide estimates, and these estimates can vary from tool to tool. So a word of caution here – there is no tool other than Google’s own keyword planner or search console that we recommend to get reliable monthly search volume estimates. In addition, we have paid subscriptions or have had paid subscriptions to these and many other types of SEO Tools.

Or better yet, use Search Console to really determine what you are ranking for and the true impressions for your topic.

Use Google With Your Keyword or Question.

If Quora shows up in the search results for your keyword or question that has a decent search volume, then you know your answer will be getting some visibility if your website won’t or can’t rank on the first page.

You write a well-thought-out, detailed answer (as that is what Quora is about), and over time, as you get more upvotes, your answer will show up on the Google search results page.

Now you are ranking on Google without doing SEO on your own site! How awesome is that?

Related: Learn The Basics of SEO & How You Can Do It Yourself

Related: Our SEO Services

Don’t Sell (Too Much)

We do not recommend that you have links with every answer that you put on Quora back to your site or channel or feed.

Only place it where and when it makes sense and it will actually help people learn the answer to the question even better like showing a great example or providing additional resources.

Saying things like “read the rest” in my blog or YouTube Channel or Instagram does not build trust and people on Quora do not want to be sold to.

They want answers to their troubling questions or want confusions alleviated. So, work to help not sell.

Besides, your profile is already a great source for links that people will go to once they build trust in your relationship. Showcase your other work and projects or business there, not in the middle of the section.

Marketing Manager Tips & Tactics

Start Answering

Like any other social media tool, you have to have the goal to engage vs. sell to really get a good exposure.

Quora is a question-and-answer website – and nothing will give you more exposure than working on answers to questions that you are deeply knowledgeable and passionate about.

Ask Questions

We recommend that you ask questions once you have built a profile and some followings. However, you can do it in the early days if the question is interesting or in-demand enough.

Be warned, you may ask a question, but may not receive answer because people may not be vested in answering a question that does not have high demand. So do your research and ask questions that will allow others to gain from answering at the same time.

Like anything else, it is a give or takes relationship.

Keep the content flowing.

You can engage with others and find prospective buyers or customers or influencers you want to build a relationship with to answer questions you have.

Repurpose Content

Have you written about a particular topic or done a recent webinar on your expertise or brand offering.

Well, re-use that content to answer questions and share the same insights for your audience that is more active on Quora than other platforms.

The more you share your expertise in your niche across different platforms in different ways, the more opportunities your brand gets exposed to and isn’t what all this effort is about?

Here is an example of a powerful way to answer a question (use graphics, designs and research to build trust):

Elena has over 16K views in 3 months and has been upvoted 32 times.

How cool is that graphic? It entices and helps you gravitate towards it with the beautiful colour display.

Detailed answers using existing content builds trust and gives your brand exposure. Talkwalker received 16K impressions because of this well-written answer.

This answer does link back to their site, but I feel that they have earned it with their great answer and awesome graphic.

This answer would also be a great contender to be used as an ad to show up on people’s feed who show interest in their solution given the design the way it was answered.

Make A Connection or 1,000

Like any other platform, there are people who have invested heavily in this social platform vs. others. There are people who have a deep audience and following because of the content that they have shared on the platform. These influencers are key for your brand or answers to get exposure.

To reach out to them, like any other networking platform, follow the above tips and tactics we have outlined earlier and then only reach out to them once you have had a following.

These influencers have a standard that they must maintain when they showcase their trust in others to have others continue to follow and trust them in return.

Help make it easier for them by first building your audience, showcasing deep thought leadership, expertise and following before looking to connect.

One of the few ways you can get on their radar is using the following tactics:

  • Answer questions that they frequently also answer if it is related to your brand as well
  • Answer questions that they ask in a deep and meaningful manner
  • Reference & link your answers to their answers to give a shoutout for a great answer that they have done in the past

Once and a few of these tactics are done, then ask a question and invite them to answer. You could do it before, but it may come across as less “earned” than if you follow the above steps first.

Check out the answer for yourself here.

Advertising

Building reach & influence on Quora Ads is easy to do with their Ads Manager. Promote your answers and get the exposure your brand needs with various targeting options on Quora.

Quora has been evolving their ads solutions by providing options for targeting.

You can now target by:

  • Contextual Targeting: showing your ads to specific topics, keywords or questions
  • Audience Targeting: Upload your contact list and target people that look like your existing customers (pretty powerful stuff)
  • Behavioural Targeting: Retargeting and shows based on interest is possible with this option
  • Broad level targeting: Great way to reach impressions and broad general awareness type campaigns can be executed with this option

Source: Quora Ads Manager – Targeting Options

Quora advertising also allows for the pixel that is needed for retargeting (just the same way as Facebook allows for a pixel for tracking visitors, events and goals).

A lot more options for advertising can be explored once you sign into the Ads Manager.

Related: Our Pay Per Click Ad Management Services

Business Profiles On Quora

Business profiles as of early 2021 are still in beta mode.

There is a review and approval process for business profiles can be created. Everything from logo and branding needs to be submitted for Quora before you can create a business page on Quora.

You cannot write reviews as a business until your profile is approved. The approval process takes 1 to 2 business days between Monday to Friday during business hours in the United States.

There are a whole host of restrictions and limitations that come with the business profile such as:

  • You cannot create Quora Ads with a business profile (for ads, you must use an individual profile)
  • They can only be created on desktop or laptop devices (not mobile or tablets)

You can learn about the whole host of specific requirements on the Business Profile Set Up With & Its Beta Mode here.

You can also read about business profiles frequently asked questions on their FAQ Section

Write Blogs Right on Quora

Like LinkedIn, Medium or other social platforms that allow for blog publications, Quora has a natural fit in the right blogs.

Blogs are there to showcase your interest, trust, passion and thought leadership at the same time. The more you can do that in a form of a blog, the more views you can get with blogs.

Join A Space On Quora

Spaces are alike communities on Facebook or Groups on LinkedIn.

They allow for communities to form based on shared interests. Lots of questions and answers are provided in spaces. Ads are placed here that are very contextually relevant and at the same time a great way for brands to connect with their enthusiast and early adaptors.

You can find recommended spaces from your browsing history that Quora will recommended here:

www.quora.com/spaces

Cross-Promote Your Quora Answers On Other Social Channels

At Web Worx Labs, we do this a lot. Whenever we write a great piece of content that required a significant investment in time, we make sure to promote it on social media.

This is true when we post a blog on LinkedIn directly or even Quora directly. There is no harm in directing your fans and followers who can benefit from your blogs on another channel as long as it will help them.

And that is the goal with cross-promotion, you are looking to share insights and value that you believe your target audience can and will benefit from.

Find New Innovations & Products In Your Offering

Quora is a great place to explore people’s frustrations or gauge demand for solutions based on the question and answer that is being asked in the platform.

Like Reddit, people ask questions or showcase frustration to their problems based on their immediate need for resolutions or feed their curiosity.

Grow Your Business Exposure With Quora

Whether you are an e-commerce store or a complex business offering advanced engineering solutions – there is an audience for you to introduce your brand to on Quora.

Writing detailed answers that showcase expertise, trust and confidence will allow you to build instant credibility in your industry.

Finding areas that are high in demand that you provide answers to will then also give you instant exposure that you deserve.

Use the tips and tactics we laid out for you above to target the 300 Million users and craft out your niche on Quora Today.

Need Help – Reach Out

Need help with Quora Ads or creating an optimized profile that really helps you stand out?

Our digital marketing experts can help!

We will work with you to set up the Pixel, profile or anything in between for Quora.

Get in touch with us here.

Taking A Deep Dive: Marketing Technical or Complex Engineering Brands (With Examples)

Taking A Deep Dive: Marketing Technical or Complex Engineering Brands (With Examples)

Taking A Deep Dive: Marketing Technical or Complex Engineering Brands (With Examples)

So you are wondering how to resonate with your prospects when your brand offers very technical or complex solutions?

Marketing strategies and approaches often differ across the board based on the nature of products and services or even industries.

To do marketing right requires careful observations, strategizing, and that is well through and planned with good research and expertise.

Technical, engineered or complex manufacturing products or solutions are especially different from a lot of other offerings in the world because they usually require a lot more education upfront, come with a high price tag and the actual implementation can take weeks if not months or years.

Customers always want to be sure that they are making the right decisions. The right combination of convincing marketing tactics and strategies should help consumers make well-informed, yet comfortable buying decisions.

Ultimately, the more informed and comfortable the customer, the better it is for your brand trust and loyalty and business growth over the long-term.

So in this blog, we dive deep into three strategies for marketing technical or complex engineering solutions.

Strategy 1: Market Your Solution With A Powerful Website That Engages & Educates

In this digital age and especially in this COVID-19 era, an enterprise should not be taking short-cuts when it comes to managing their online presence

Websites continue to reveal how useful they are in marketing several products and how effective they could be in sealing deals with customers.

You can use it as a way to add elements that enhance the customer experience for your prospects with your unique solutions.

A Website Should Be Robust
You must invest in a robust website if your business motive is to sell technical and complex product solutions. Robustness in this case does not represent how big your website is or how much you have spent on designing or developing one.

From a sales and marketing point of view, some of the things you have to perfect to keep your website robust as much as possible are to ensure simple and minimalist designs as well as web optimization for mobile.

The truth is that over 90% of daily internet users have access to the internet with their mobile devices. That is a very high penetration. People will access your website via mobile and if the experience is poor, you are telling your customers to bounce from your site and look for alternatives.

The Website Should Communicate Outcomes

Aside from perhaps a gallery of your technical products and other information about yourself, focus on the customer.

Customers are always curious to know how products work and what your customer will be able to achieve after they are using your products.

There is storytelling that has to be done the right way on websites.

You need to highlight your customers’ pain points, the solution in action (perhaps with a quick video), and then your happy customer state.

Having a well-documented FAQ section for your business on your website could solve the challenge when the emphasis is on the outcomes that your customer derive when using your solution.

Focus On Benefits In The Homepage

(& Features In the Subpages)

Sometimes buyers need assurance on why they should buy from your website. Whatever tactics you use, kindly have it at the back of your mind that the motive and purpose of doing this is to build trust with your brand when visiting your website to bring them down to the commercial intent or purchase phase of the buyer’s journey.

Having the above 3 goals when using your website as a selling tool will prove useful for complex product offerings or solutions.

There is a lot science and art behind creating a good website. Do not take shortcuts for your number 24/7 online selling tool (your website) and invest in a good design, good experience that focuses on your customers. Your prospects and existing customers will thank you!

Strategy 2: Educate Customers With Content

Report] LinkedIn shares content marketing predictions for 2017 - Social  Samosa

Content can be anything and be provided in pretty much any format today; it can be text-based to images, videos, or even audio files.

Content can be created on your website or other platforms associated directly and indirectly with your business.

You are selling complex solutions and they are not easily understandable.

Should you invest in a content marketing machine that educates your customers about your offering, your values, and builds trust over time?

From our perspective: ABSOLUTELY!

Creating content about your technical products on your website is serving two important functions.

First, it is a way to develop an elaborate SEO structure for your website so it will be ranked highly on the search engine results page – which is important for discoverability.

Secondly and more importantly, you are providing your customers (potential or returning) with useful and valuable details as well as information about your values, sharing interest, solutions to the pain points, and increasing brand awareness at the same time.

Build brand awareness by showcasing your product solutions subtly, providing content that matches the values of your target customers will all help bring the right people to your sales pipeline over the long-term.

You will be building trust and assurance that you have good enough knowledge of your products when you share with them content around your customers’ value and your offerings.

Again, your company is not only associated with a specific product or service. It is committed to delivering a solution (perhaps a complex one) for your customers in the best and most feasible way possible. If you showcase that you are more interested in solving not only the problems of your customers with your solutions (in a friendly yet passionate way), but also provide other tools, tips or support that will help them succeed in their lives – you win them over with content.

Case in point – see two examples below – why Oracle & Idium (both complex solution providers) maintain a vibrant blog strategy?

Example 1: Idium Blog Page

Image Source: Idium.com/blog

Example 2: Oracle Blog Page

Image Source: Oracle Data Cloud Blog

Because they understand that their prospects who will buy from them are engineers. So the blogs are very technical but useful that will resonate with that type of audience. Investing in blogging allows the sales team to use content to showcase expertise, specific scenarios where the solutions are applied, and more!

Building trust can be quantified with content marketing. There are ways that you can track visitor behaviour with analytics that tells you how many times a user has visited your website, or if they have provided their email or contact information.

Once they enter your tracking cycle, you can review their behaviour, and if they have provided their contact details, then there are steps you can take to take them from marketing to sales over time.

A great read by an industry leader on this topic (SalesForce) on Marketing Qualified Leads (MQL) to Sales Qualified Leads (SQL) can be read here.

All this can be automated when they visit your content pages on your site.

There are many ways and content types you can use to educate your existing customers and prospects.

Blogs, pillar pages, events, conferences, videos, and webinars are some examples of many content formats that can be used to describe your solutions in an engaging and bite-sized format.

White papers are especially powerful for technical and complex engineering products.

They take more resources to accomplish and do right – but your sales team will thank you over the years as they use them to showcase the success your existing customers have had in detail that your prospects would love to hear about!

Helping close sales with content that attracts, builds relationships, and helps in closing is what good content marketing is about.

Blogs and Whitepapers

Blogs are written pieces of content that are relevant to your values, target customer interest, packed with actional tips, your products and services solutions, features, and use cases.

While blogs could be unofficial and conversational style documents offering maximum flexibility to your writers (inhouse or outsourced), and written to discuss important subjects with your audience the goal is always to provide enough details to showcase your thought leadership, impart value to the readers and look to build a relationship with regular updates that your customers find useful.

A white paper is on the other hand is a much better designed and detailed document (usually a PDF) provided by the company to promote or highlight the features as well as the problems addressed and solved by your products.

This piece or type of content should not be easily accessible unless someone is willing to share their company details, email, or contact information.

The beauty of embedding whitepaper offers within your blog is that it is the next step in building trust and qualifying casual visitors from more commercial intent buyers.

It is also a good one-two combination where you bring people in with a blog, and ask them to share their contact or company info with a whitepaper.

Again, whitepapers are gated pieces of content that should only be provided if the visitor is willing to part away with the name and contact details.

This process of creating gated vs. non-gated content and capturing this initial prospect info is vital to really leverage content marketing to keep your sales pipeline full, qualify leads, and grow your business.

Once you have the info of more serious visitors from casual browsers (or even your competition 😊), there should be a mechanism in place to follow up with a drip campaign (that can be automated). This helps qualify the leads even more as it filters out less serious buyers or prospects from serious ones.

Sales team should be notified of the lead quality and should reach out them these prospects based on the success criteria you define in your pipeline process.

Common events that help you qualify visitors include:

  1. Explored the website for more than 3 minutes
  2. Visited the About Us Page
  3. At least visited the website 3 times
  4. Subscribed To Blog
  5. Reads blogs regularly

These are some of the simple criteria that you can define when using some of the tools we shared in our other blog.

Including a good call to action near the middle or bottom of the blog with a nice designed white paper that calls its features will be the stepping stone to help transition your readers to the next stage in their buyer’s journey.

Pillar pages

If you prefer to reach out to your audience and customers via content on your websites or blog, then you might need a pillar page to make this adventure effective enough as a marketing strategy.

Pillar page refers to a web page that covers the overall topics on your website in-depth.

In-depth is the focus here. The length of these whitepapers, the design does require a ton of research.

Just like whitepapers, these types of content require great thought and resources to put together, but provide a ton of benefits that have allowed many companies to showcase thought leadership.

It also possesses lots of link to related content in and outside your website.

There are techniques to creating quality pillar pages that will drive your marketing objectives. There are;

  • Choosing your core topic
  • Outlining relevant subtopics
  • Research, write, edit, format, and organize pillar page
  • Share, market off-page, and promote
  • Keeping your pillar pages up to date with relevant information to ensure they rank and continue to provide more up to date information on your pillar page topic.

The good thing about a pillar page is that it can help your readers judge you as someone who is committed to a particular cause.

Your job as a complex solution provider is to match your pillar page with topics that are of deep interest to your target audience to ensure you make the most out of this content investment.

Here is an example of a great pillar page by Cloud Elements:

Image Source: Pillar Page For API Integration By Cloud Elements

Definitive guides, very detailed blogs, best practices with a ton of examples are all great examples of pillar pages.

Think great user experience, comprehensive, subtopics and problem solving when it comes to pillar pages.

They are usually lengthy pieces of content that allow for lots of call to actions to allow businesses to capture email while providing expert advice, research and thought leadership on the subject matter.

Webinars, Events, Workshops & Conferences

Audio and video content can also be shared to educate your business audience, but majorly in form of seminars, webinars, and conferences.

All three are proven sales drivers in their own respects. However, with the recent rise in the numbers of video and audio conferencing software following the 2020 pandemic, you can easily host events, webinars, and conferences online on subject matters relating to your brand, product, and business.

You will be building trust, earning more exposure, and creating more

More importantly, people who show up for your solutions related webinar are likely your target audience.

So you getting a chance to showcase your product in a webinar or in a live conference is ideal. It is almost as asking for that initial sales meeting or discovery session!

Here are examples of workshops, webinars, and online educational content and training done by a complex manufacturing brand to educate, build trust and grow their business.

Example 1: MSA Safety Company Does A Safety Training Workshop

Image Source: MSA Safety Company Online Training & Videos

Another example of an engineer presenting solutions in a webinar format is for 3D System that produces a ton of webinars and workshops and saves them on their websites.

Here is an a quick peek at their webinar gallery right on their website here:

Image: 3DSystems Webinar Page

The above examples showcase that brands invest in educating their prospects and customers about their company values (everything related to safety in MSA’s case and a ton of knowledge sharing for 3DSystems for 3D Printing, Materials, Software, Manufacturing and more).

Strategy 3: Social Media

So let’s talk about the platforms of fun; social media.

A lot of customers would love to hear about your products and what problems they solve.

Bringing in fun, humour or social elements to your brand offering can open up new ways to grow your awareness.

Why not make marketing fun by infusing some forms of amusement and simplicity into it?

Social media marketing has increased in popularity.

However, marketing on this platforms are not expected to be bland and lacking in content because most of these spaces are primarily designed for people in their ‘offtime’.

If you focus on too many technical details in your message in your content, then you may not be able to achieve the outcome you are looking for.

In fact, according to Marketing Land, the average view time on Facebook is only 10 seconds.

People are constantly bombarded with ads while scrolling and have learned to tune them out.

If you are creating content for your complex solutions – focus on powerful ways to grab their attention in the limited time you have with them.

Investing in powerful stats, beautiful photography about your products, or catchy videos is the way to go when creating content for social media.

Related: Learn about how we help brands stand out in social media here.

Relate: Learn about our case successful case studies here.

Here are a couple of examples of social media done right for complex industries:

Social Media Example 1: Midas Safety Shows Their Commitment To A Sustainable World

Image Source: Midas Safety LinkedIn

Full Disclosure: Midas Safety is our long-time customer and we do design and LinkedIn marketing for them 😊.

Social Media Example 2: Plant optimization post at The Goodyear Tire & Rubber Company

Image Source: Goodyear LinkedIn

Showcase Behind-The-Scene Videos

Another type of content that has tons of appreciation on social media is behind the scenes videos.

As I have previously mentioned, product marketing may become really boring to your audience when they appear too serious or too technical when they are looking to offload and relax after work.

Focus on outcomes and showcase the product or solution in action or being prepared with videos is a powerful way to bring a spotlight to your expertise.

One of the ways to make marketing appear less serious and yet pass the technical information of your objective is shooting and uploading behind the scene videos of product events and uploading them on your social media spaces. Behind the scenes videos showcase your brand as being transparent and honest and nothing builds trust quickly than transparency.

You build trust with prospects and loyalty with your existing customers with this format of content.

For a second just imagine the delight and joy that fills your heart each time you see behind the scene part of videos and bloopers of movies.

Here is an example of Ansell doing behind the scene videos:

Image Source: Ansell Social Media Post August 24, 2020

Funny right? Even the thumbnail is engaging and entices you to click and watch.

And the best part, it uses employees from Ansell so they have an incentive to showcase their video to their friends and family.

This creates a viral effect if done frequently enough as it taps into the power of the network.

93 likes and 41 shares from employees who want to spread Ansell’s good core values to others.

And yet it creates that the right feeling that you want your customers, fans, and prospects to associate your brand with.

Your customers will feel more attached to you with simple behind the scene videos of products, team members, or leadership team.

Whether it’s b-roll or simple videos that capture your production, assembly, packaging, distribution, or even delivery processes.

Every detail matters. Make it count!

Produce & Share Photography

People tend to remember more the things that are presented to them in images than a series of texts and or simple copy.

People also buy from people, not machines or companies.

This is why making stellar and attractive product designs and photographs will help your customers remember your products easily and quickly.

I am sure that right now you are recalling memories of products that stick in your head only because of the unique images or video presentations you have seen of them.

How powerful are these two galleries for highly technical and engineering-oriented brands?

Example 1: General Electric’s Instagram:

Image Source: GE’s Instagram Account.

Example 2: Honeywell’s Instagram does it right as well:

Image Source: Honeywell’s Instagram Gallery

Humanizing your brand on social media with employee updates such as the ones above are a great way to showcase the right company values:

  • Sharing employees promotions and development stories as touching your brands and products
  • Showcasing and praising researchers’ milestones
  • Releasing updates on expected big-name recruits and recruits that are expected to add values to your brand and your customers business
  • Intimating your audiences with strides and achievements accomplished by employees to help push your brands and product forward

Doing these, you are preaching messages of quality as well, as product development to your customers.

Your customers will be able to see all the good people who help in serving them.

If you can showcase the great work that your team puts into servicing their customers, then you make it easy for your customers to better understand your company’s values and culture.

That’s transparency.

And transparency means your willingness to be vulnerable.

Being open about your vulnerabilities the right way makes you confident.

And that is how the pride and power of such posts helps build great brands.

Let’s Recap

There are a lot of ways that technical and complex engineering-based brands can grow your top line.

We only touched on three of them today; a solid website that focuses on outcomes, a powerful content marketing strategy with 3 must-have types of content, and leveraging the power of social the right way.

If you need more help in implementing the above strategies, reach out and we would happily talk through how and where can help.

Do you have any more questions or comments on the above topics? Feel free to contact us or comment below.