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Building a brand is simple -- once you have a clear view of what is meant by the word “brand.” Unfortunately, it is the most misunderstood concept in marketing. All too often, when a small business owner is asked about their brand, the first thing they start talking about is their logo.

This is not your fault. It’s our fault as an industry. Over the years, we’ve buried the otherwise straightforward meaning of “brand” underneath layers of esoteric BS.  

Your brand is your reputation, plain and simple

"Your brand is what people say about you when you’re not in the room.”

Jeff Bezos

Wise words from Jeff. Just for a moment, think about your brand as a person. Intuitively, you know everything you say and do can affect your reputation. You might be tall and handsome, but you seldom follow through on your promises. So what sort of reputation will you earn, and can you fix it by dressing up in a new suit?  

Billionaire bon vivant Jeff Bezos spent most of his working life in corporate boardrooms. Donning a cowboy hat for the Texas launch of his big rocket doesn’t all-of-a-sudden make him a cowboy. That cowboy hat blunder was like putting out a press release shouting, “I want you to believe I’m rugged, rough, and tough now.” The trouble is, who’s going to tell him the hat doesn’t match his brand personality?

"That’s like putting lipstick on a pig.”

Anonymous Cowboy

It’s the same with your brand. To promote your business, you can change the logo or advertising all you want, but it will not change your brand’s reputation if you don’t follow through. You must address any issues, or it won’t affect what people think about you and the promises made by your company.

Companies that want to change their reputation spend hundreds of millions of dollars every year. Unfortunately, many end up spending their money on a refresh of their brand id or ad campaign instead of doing the hard work necessary with their products and services.

Again, this is not your fault. It’s our fault as an industry. There are too many agencies ready to take your money without asking you any of the tough questions. Without these, how will you make sure your brand differentiates itself from your completion? Instead of working together with you to get results, they walk in with all the lipstick colors in one hand and the other hand in your wallet.

Here is a list of questions to help you create brand-building strategies.

Learn to know your brand

Let’s take a look at the automaker Kia. Recently, they redesigned their logo, and it has earned them rave reviews. Their new logo embodies modernity, innovation, and a clever tip of the hat to their Korean heritage.

the new kia logo

Did the rave reviews come from people who admire the design of the logo, or was it because a car company that has been leading the way with modern, well-made, and well-designed cars now acknowledges these achievements with a new logo? Would a new logo have made the same impact if Kia made awful cars?

Changing the logo or changing the advertising campaign might well bring you more brand awareness but are you ready for it?

How do you know what they’re saying about you?

Are you sure you know what your existing customers and prospects think of you and your products or services?

If you’re not sure, ask yourself these questions and then get the truth from your customers and prospects:

There are literally dozens of additional questions you can ask your customers and prospects to capture and define your current reputation. Once you know where you are with your target audience, you can then set a goal and create a brand-building strategy to get there.

Are you about to fall into the brand trap?

Which of the following do you believe is correct?

  1. Your brand is what people think of you
  2. Your brand is what you want people to think of you

Both are correct if you can keep the cart before the horse. Like it or not. It’s all about your customers and prospects. You can try to steer your brand all you want, but it’s not going to work if your target audience isn’t on board with you.

Your brand is everything they think about your company, your people, products, services, and position in the marketplace. This happens through their direct experiences with you, what they learn about you from others, and finally, what you communicate to them through every aspect of your marketing – not just your advertising.

Do you have a brand gap?

A brand gap is the difference between what your customers/target audience think of your brand and what you want them to think. The bigger the gap, the more work you need to do. The good news is that being aware of your brand gap helps establish your goals and set your strategy for getting there.

know your brand gap

Set your true north

How do you navigate your brand gap? How do you deal with the complexity of multiple social media platforms, expensive pay-per-click buys, and sophisticated search engine optimization plans? Whether you own a local business or operate nationwide, be crystal clear about the reputation you have and the reputation you want. This is your true north, and it will help you find the results with the money you have.

It makes no difference if you’re a consumer or business-to-business brand; hold on tight to your true north. It will help you guide you whether you’re simply trying to decide which email list to buy or if you’re taking on the challenge of creating a unique national television campaign. Know your true north. Know your brand.

Let's start with the bottom line.

" Shoppers are twice as likely to make a purchase after viewing something like a product video than they are without it." Learn more here.  

That's worth repeating -- twice as likely. What would it mean to your digital marketing if you could double the number of shoppers who actually make a purchase? If we've learned anything about SEO or search engine optimization in the last few years-- it's this: You absolutely must keep up with emerging trends based on shifting consumer behavior.

Gone are the days when you could count on reaching your prospects with the same mix in your digital marketing strategy year over year. Things change faster than we expect them to when it comes to the consumption of content. In this article, we've prepared some of the main reasons you might want to take a good hard look at adding video to your mix, even if you turned it down last year.

#1. Can you afford to say no to Google?

Every day Google revises its ranking algorithms based on over 200 factors. Two of the main goal drivers are improving user experience and ensuring they can serve up more relevant information for queries.

In plain English, this means Google is constantly moving the goalposts to better reach consumers. To achieve your business goals, you must keep these shifting goalposts in your crosshairs to avoid wasting your marketing dollars.

Based on findings that in 2022, video will add up to over 80% of all web traffic, Google has already boosted the number of video carousels displayed in results pages by over 30%. This result will likely go higher in the coming months. That's how important video content is to Google.

How long will it take you to catch up?

#2. Don't get bogged down in digital trench warfare just because it's easier

SEO is a brutal game of tweaks and adjustments. It can take forever to gain a little ground on a competitor, only to lose it again when they get the jump on you next time. These hard-fought incremental gains and losses have been compared to WWI trench warfare. 

So don't settle for the usual back and forth you get by doing the same thing you tend to do. Familiar tactics may indeed appear less risky and less complicated than video content because you've done them before. Still, video is compelling, and it can provide a breakthrough in the marketing battle.  

How much will it cost you to test it? How much might it cost you if you don't?

#3. Are you handicapping your social media marketing, email marketing, content marketing, and organic search results?  

As you take a second look at your plan for 2022, rest assured that the tried and true will work. The question is, can it work harder when rounded out with video? The pandemic spiked the increase in video demand by users, and there's no sign this trend will slow down. Adding video to your mix will provide a deeper level of engagement as you serve up more of what people want.

Did we mention, "Shoppers are twice as likely to make a purchase after viewing a product video than they are without it?"

Redbear on Location for Shell

#4. Hang onto them longer with video

Dwell time on your site is closely scrutinized by search engines. If you get a decent number of people to your site, but they don't stay long, you can get dinged for that.  

Here's a big surprise – your average person will more likely watch a video than they are to read, even a riveting blog post or a beautifully written paragraph or two describing your product or service. It's just a fact, search engine results that include a video are more attractive. Moreover, when it comes to your site, video significantly improves your bounce rate, which means search engines zoom you higher in their rankings.

#5. The boring -- "Hey, you've got to read this!" 

Don't be that guy. You know, the guy that is always sharing some long-winded article about something you're too bored to read through to the end? How many times do you pass on an article on your social media? 

Now, how many times have you linked to a video? Earning referral traffic makes a difference with Google, even though they won't spell it out for you by publishing their own secret algorithm architecture.

#6. Don't be left out of the stream

The use of streaming content is rising like a tidal wave. We know this by the increasing number of cord-cutters out there. Along with this growth comes an enormous opportunity to reach your consumer through video advertising. Studies show more and more consumers are accepting video advertising as a way to get their content free.

#7. You can't ignore the numbers in 2022

Here are some undeniable facts. 

#8. 5G

'nuff said.

#9. Video is the most potent brand tool out there

The right kind of video can communicate more about your brand than pages and pages on your site. Videos tell stories, stir powerful emotion, change minds and provoke action. On the other end of the spectrum, nothing can simplify and explain a detailed message like a how-to video about your product or service. YouTube is a perfect example of how videos can explain, entertain and engage.

#10. Video is now easier than you think

Here are some tips for your videos.

First things first – what is the metaverse?

The easiest way to define it for yourself is to mentally replace the word “metaverse” in a sentence with the word “cyberspace”. For most if not all intents and purposes, these two terms are interchangeable. From a lay person’s perspective, metaverse does not refer to any specific technology or any specific activity. Rather, metaverse refers to a very broad mix that is accessed by internet users, who are your customers.

Welcome to the next phase of the internet

“At a conceptual level, the metaverse can be thought of as the successor-state to today’s internet – just as today’s predominantly mobile internet was built on top of fixed broadband internet of the 1990s and early 2000s,” according to Mathew Ball’s Metaverse Fund.

Here are examples of the metaverse

Some of the technologies and activities in the metaverse include VR experiences or virtual worlds that exist even when you are not directly engaged with them. Metaverse creates opportunities to combine elements of the physical and virtual world through augmented reality. Some additional examples of the metaverse can be found here. Most if not all aspects can be accessed through just about anything that gives you internet access: desktops, laptops, game consoles, smartphones, and mobile devices

It’s time to embrace the new metaverse market

The metaverse creates an opportunity for users to compose, trade, sell and buy goods within a digital media marketplace. This means you and your customers. The quicker you can make an impact in this new marketplace the more successful you can be.

Your competition may already be doing their marketing research to gather information and get ahead of you. This is crucially important because whether or not your marketing mix includes the metaverse, both your existing and your potential customers are already accessing portions of it. It will take a lot more time and money to overcome the advantage of being first. Why not let your competition play catch-up?

Here's why you can't ignore this

“Every brand and company will need a metaverse strategy,” Cathy Hackl, chief metaverse officer and CEO of metaverse-focused consulting agency Futures Intelligence Group, tells The Current.

If Nascar can do it, so can you

You can’t get more middle America than stock car racing. This multi-billion-dollar industry is not for some fringe, elite internet nerds. Nick Rend, managing director, gaming and esports at NASCAR, calls the brand’s new Roblox partnership “critical” to the brand’s long-term success in reaching new consumers, especially those who will grow up knowing NASCAR. “The community makes this platform incredible, and it is essential for us to show up authentically.” 

Rend doubles down on the metaverse in one of his posts, “We are also aware the brand impact and engagement KPIs aren’t necessarily driven by traditional licensing models” VR marketing is definitely a priority. Rend believes when it comes to digital channels, “growth comes from how users/customers interact with, interpret, and incorporate your brand as part of their virtual escapades.”

Your products and services deserve a meta marketing strategy

The reason is simple – geometric growth of home media consumption. According to Nielsen, the pandemic has fueled tremendous growth in home media consumption and opportunities for brand awareness. Here’s one example, the time we spent streaming video in the second quarter of 2020 went up 75% compared to the same period in 2019 – 142.5 billion minutes weekly vs. 81.7 billion minutes weekly. This is a heck of a lot of user interaction that your traditional marketing including some online marketing may be missing out on.

Find more examples here

No matter how you define marketing, you have more to coordinate than ever before. VR marketing, social media marketing, content marketing, and traditional marketing methods need to be prioritized and coordinated without necessarily adding zeros to your budget.

SEO to the rescue?

With all the added complexity, SEO might be your skeleton key to unlocking the potential for what’s coming and you might be halfway there already. If in the recent past, you had to figure out how to “get found” on search engines like Google, Youtube, and Bing, then you can apply some of the same learning for how to “get found” in the metaverse.

You remember? Three easy steps: content, content, and more content. In fact, the good news is that good quality content is really a driving force and today that means making sure your content is more visually oriented.

As you already know, interesting images make your content work harder. And believe or not, search engines like Google are figuring out exactly the impact of these visuals. The metaverse is a visually rich environment and focusing on images for your content puts you ahead of the game. Search out ways you can add virtual reality, augmented reality, and 3D experiences to your current content strategy and you’ll be well on the way to a real metaverse strategy of your own.

3 Strategies that can hurt you

Let’s face it, there is a dizzying amount of change you’re already dealing with. Less than a generation ago, a comprehensive marketing strategy may have involved half a dozen methods to choose from and they were all from just one category – traditional marketing.

Today, the number of methods, tactics, and strategies to choose from is overwhelming. And then to make things even more challenging, add to this the metaverse. Under this kind of pressure, you might be experiencing the tyranny of choice

It’s the equivalent of freeze, flight, or fight in the animal world. Take a quick look at the list below to see if one of these less-than-optimal strategies is creeping into your plans.

The hire-and-haggle-strategy

The tell-tale signs: When it’s too difficult to evaluate different options on their own merits, just hire the cheapest vendor and haggle the price down constantly.

The illusion: Who can argue with getting the lowest price? If it’s too hard for you to figure out how to make your marketing work better this year over last year, it feels good to know at the very least, you can do it for less.

The reality: Try that for a couple of years and see where how far behind the rest of the world has left you.

The what-I-don’t-know-can’t-hurt-me-strategy

The tell-tale signs: When you declare out loud, “I don’t care about what new thing is coming. We’re doing fine.”

The illusion: Avoiding the risk of the unknown feels like a responsible choice. Why spend money on a test and learn approach to new opportunities when you’re just going to end up wasting part of the money? No one knows for sure what’s coming in the metaverse. Why take the risk?

The reality: Your existing customers and your potential customers are already neck-deep into it. Can you afford to wait?

The double-down-on-what-I-know-strategy

The tell-tale signs: Increasing your allocations to safer, more predictable choices.

The illusion: Who can argue with adding more to your moneymaker? As is often said in corporate America – “No one gets fired for doing the same thing as last year.”

The reality: New approaches are a necessary evil. The rules of the game often change underneath our feet with existing elements of the marketing mix.

It could be Google messing with its algorithms. It could be a new competitor blindsiding you with a product or service you didn’t expect. It could be a pandemic completely changing consumer behavior. Whatever it is, you should be prepared for these types of unexpected market shifts.

What is the Google Core Update & Why Does it Matter?

Google updates its search systems frequently to keep results relevant and useful. In 2010, it made 516 changes, averaging about 1 to 2 per day. But in 2018, the search engine made 3,234 changes to its search system, averaging 9 to 10 changes per day.

According to the tech giant, some of these changes focus on specific improvements. Some introduce new features, while others are regular updates meant to keep results relevant as content on the internet changes.  

Google notes that changes to the autosuggestion predictions and knowledge panel happen fast and usually go unnoticed. However, improvements around the core web results are gradual and take time. That's because core updates make major algorithmic adjustments.

What is the Google Core update?

Several times a year, Google makes broad and significant changes to its search algorithms and systems. These are called core updates. Google performs these updates to deliver on its mission to present relevant and superior content to its customers: people who use Google to search the internet. Think of a core update as Google's way of responding to changes in how people write, publish, and read content over time.

But since these Google updates are massive, they tend to produce some widely notable effects. Some sites may note statistical gains or drops during core updates. Google often confirms core updates, but it rarely reveals everything about how the algorithm works. This prevents abusive strategies by site owners trying to improve their rankings. Google also wants to ensure that these owners don't fix wrong things though sometimes, there might not be anything to fix at all.

Google's core updates aim to improve the quality and relevance of search results, with most changes focusing on one or more specific features, like optimization to combat duplicate content or fight search engine spam.

Redbear discusses Google Core Update

How to survive Google core updates

Google algorithm updates aren't a bad thing. They can even boost your ranking on search engine results pages. However, the goal is to ensure that you're only using white hat Search engine optimization (SEO) techniques to rank. White hat SEO is the best way to build an ethical, feasibly successful site to survive Google core updates. It involves:

Latest Core Updates

Google makes thousands of updates annually. As mentioned earlier, some of these changes are slight and go unnoticed. But occasionally, it rolls out major updates that affect the search engine results page. RankBrain, Mobilegeddon, EMD, Penguin, Panda, Hummingbird, Payday, Pigeon, and Page Layout Algorithm are some great examples of changes that Google has made over the past years.

There have also been several core updates, with the latest ones being the December 2020 Core Update and the June 2021 Core Update. The December 2020 Core Update served as a wake-up call for site owners and marketers to prioritize content quality and relevance and take their content to the next level. A report by Search Engine Land revealed that this update significantly impacted sites with content that lacked life and personality.

The June 2021 Core Update or Core Web Vitals update, as it's referred to, will consider web vitals like ranking signals. This includes aspects of your site like UX signals, HTTPS security, and site speed. The update aims at enhancing the user experience. It handles search results quality by offering users results that are friendly and easy to use. Sites that aren't fast enough or have non-secure HTTP links and large images will take a hit with this update.

Initially, this June 2021 Core Update was scheduled for May 2021, but Google announced that it would start using page experience as part of its ranking systems from mid-June 2021. It also added that the page experience wouldn't play its full role as part of those systems until the end of August. This update is meant to highlight pages that provide a great user experience. Page experience is one of the ranking factors that Google's systems consider.

What are Core Web Vitals?

A Google core update is coming that focuses on user-centric metrics like load times, visual stability, and interactivity of content on web pages as they load. This update that will be rolling out in early June 2021 is called the Core Web Vitals. It ensures that users get accurate yet fast results for their search queries. The search engine looks to add the Core Web Vitals to the existing search signals for page experience. This includes HTTP security, safe browsing, mobile-friendliness, and intrusive interstitial guidelines.

Elements of Core Web Vitals

Core Web Vitals consist of three main page speed and user interaction measurements. They include:

Largest Contentful Paint (LCP) for loading performance

LCP is the amount of time it takes for the largest item to load fully. It's how long it takes a page to load, from when it starts loading to when the text block or biggest image becomes visible to the user. An LCP of 2.5 or less is suitable for a better user experience.

First Input Delay (FID) for interactivity

This refers to the amount of time it takes the user to interact with a page. It includes clicking links from the navigation bar and main menu to completing forms and so on. Anything slower than 100milliseconds is suboptimal.

Cumulative Layout Shift (CLS) for visual stability

It is how stable a page is when it loads. If elements keep shifting or disappearing, then it has a high CLS, which is terrible. For a better user experience, a site should maintain the CLS of 0.1 or less.

Google often confirms its core updates to keep Google webmasters and the SEO community in the loop. Usually, it does this through its Google Search Liaison account on Twitter. But in some cases, it does not announce the update. This makes it hard to anticipate the changes that are coming and when they're likely to take effect. SEO audits can help you monitor such changes and take actions to mitigate any damage.

Proper technical SEO for your website is vital if you want to compete in today’s market. Take the time to make sure your marketing company or SEO technician takes these Google Core updates seriously.

Many sources in the past have stated that video marketing is the future of online marketing. Cisco's recent Visual Networking Index is a good example. The study predicted that global online video would account for 80% of consumer internet video traffic in 2019, increasing from 64% in 2014. In 2021 it hit 82%.

If the studies are anything to go by, then the future is already here. Most projections have come to pass, and video marketing is now at the center of every effective marketing strategy. Furthermore, viewers claim to retain 95% of what they see in a video compared to only 10% of what they read.

Entrepreneurs from all business segments are now using video as a tool to entice users across a multitude of digital marketing channels. A whopping 89% of marketers say video gives them a good return on investment, and that shouldn't come as a surprise considering the internet's insatiable appetite for video content.

If you've been wondering whether it's worth investing your marketing dollars in video marketing, you came to the right place. This article will tell you why video is essential in modern ad campaigns. But before we do that, let's quickly point out the types of videos in the digital marketing world.

Types of video content marketing

When done correctly, video can be a powerful way for businesses to create brand awareness in a way that's easily accessible to a large audience.  

Reasons why video is critical in modern ad campaigns

As industry experts put it, if a picture is worth a thousand words, a video could very well be worth a thousand sales. The great news about videos is that internet users widely prefer watching over reading. They will spend twice as much time on a page with a video and even browse around the site a little longer. Here are a few more reasons why video is essential in modern ad campaigns.

Video boosts conversion

Videos don't just entertain or educate your prospects they get them to convert. The State of Video Marketing Infographic by Social Media Today notes that 90% of users say video will help them make a purchasing decision. But that's not all. Videos are a real attention-getter. More marketers are using videos to explain their products, services, and business – and there's a scientific reason for doing this. 

Videos have four elements:

People are wired to pay attention to these elements

In one study of online fashion retailers, those using videos on products saw a 134% boost in sales conversion.

Videos are great for SEO

Ranking on the first pages of search engine results pages (SERPs) puts a business in a strategic position to attract, educate and convert potential customers. But unless you optimize your site for search, you might never rank. Uploading a quality video on YouTube and using relevant keywords to describe it can be an effective search engine optimization (SEO) strategy. When doing keyword research, we found videos embedded in blog posts led to increased time on site of outrageous gains. It works for web searches, lead generation, pay per click, social media marketing while being delivered to your target audience.

The reason is that Google includes 82% of YouTube videos at the top of SERPs. According to Searchmetrics, 55% of all keyword searches in the US yield one or more videos blended into Google's search results. And remember, in some cases, digital video ads can pop up in standard display ads.

Furthermore, videos hold visitors to your site longer. This gives Google and other search engines the impression that your platform provides value, making it more likely to rank.

PRO TIP: Make It Unique. Creative commons videos won't cut it.

Internet users love videos

Video is practical and convenient for brands trying to connect with online traffic, as it becomes the primary means by which users browse the net. According to M Booth and Simply Measured, videos on Facebook are shared 12x more than text posts and links combined.

On YouTube, over 100 million people watch or interact with one or more videos in a week. The reason behind video uptake is apparent – users want to consume content without reading blocks of texts.

Videos build trust

Trust is at the core of any conversion or sale. Unless customers trust you, they won't buy from you. Videos are a great way to humanize your brand and build trust. They allow you to put a face and personality behind your sell sheet. Potential customers get to see the company or the people they're going to work with.

Moreover, explainer videos help customers understand how to use a product. It shows them that the product is effective and not a scam. Effective digital video advertising presents your solution in a conversational form. This creates a sense of personalized approach, which 57% of customers say gives them the confidence to buy online.

Video helps you stay competitive

Videos are great for communicating your brand message. And if you think along the lines of practicality, a precise, unique explainer video can make a real difference informing prospects about your products or services – all while entertaining.

When done right, a video can help set your business apart from your competition. If that isn't reason enough to embrace digital video advertising, then this one is. Your peers are doing it. If you don't keep up, you'll lag.

Videos appeal to mobile users

eMarketer's forecast shows that overall, 2.72 billion internet users will watch videos on their mobile devices in 2023. In the US, an average adult spends about 13 minutes accessing various video apps and digital media platforms. Most of them spend less time on TV and more time checking different applications on their phones.

This explains why many businesses are shifting from traditional marketing channels like TV to digital marketing channels (OTT). And with the ever-growing number of mobile devices used, you can be confident that your audience will keep increasing with time.

Video boosts affiliate marketing

Video content plays an integral part in driving affiliate marketing conversions and sales. As mentioned earlier, most consumers find product videos helpful when making buying decisions. Minus the video, you are losing those extra affiliate sales. In case you're wondering how to go about it, try creating videos relative to your products or services and share them with your subscribers. You can also make YouTube videos to retarget clients with other forms of advertising.

Digital video advertising is becoming more affordable. The adoption of video is partly due to technological advancements, it's easy to spread worldwide and it has a proven ROI. If you are not already using videos in your online marketing efforts, then now is the best time to join in.

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Redbear knows how important good design is. We take pride in every image or video that has our client's name on it.

Like many other marketers, you're probably putting a lot of emphasis on social networks, search engines, and other avenues to reach your prospects. But despite all the buzz about modern digital marketing strategies, it's imperative to ensure that you aren't overlooking one of the oldest and yet most effective marketing channels – email marketing.

There's a common misconception that email marketing isn't as effective as it used to be. Some marketers believe that today's email recipients ignore their messages more often than they open them. And that makes sense, considering there are lots of spam and low-value content popping up in people's emails, but this is not completely true.

Email marketing has, is, and will continue to be an effective digital marketing tool. In fact, email ranks third as the most influential information source for B2B audience, coming only after niche-specific experts and colleague recommendations. That said, if you haven't been using email marketing as part of your overall digital marketing strategies, it's time to start.

According to a Statista report, the total number of global email users was 3.9 billion in 2019, and projections show it will rise to 4.48 billion users in 2024. It further shows that about 281 billion emails were sent and received globally every other day in 2018 and that the number will increase to more than 347 billion daily emails in 2023.

Get better at email marketing

These numbers alone should help you make an informed decision regarding the use of email marketing for advertising. That's particularly accurate if your primary goal is to expand your reach to a larger buying market. But if you'd wish to learn more about what email marketing can do for your advertising, we’ve got you covered.

What is email marketing?

Email marketing involves the use of emails to communicate a relevant message to your target audience. It is more or less similar to direct mail, but more accurate in its targeting. Also, you send your message electronically instead of through the postal service. Email marketing can include promotions of deals and sales for subscribers or email newsletters with updates on your business. The emails may also share general information on behalf of the company in the event of a scandal or natural disaster and so on.

Creating a successful email marketing campaign

A successful campaign will get the recipient to take the desired action – whether it's to buy, subscribe, or help you get more sales and leads. But you'll need to do some prep work if your campaign is to be effective. Here’s how to create a successful email marketing campaign

How email marketing works for advertising

Email marketing tactics are one of the most effective ways of communicating with your prospects and customers alike about a product or service. When done correctly, it can help you capture attention, boost sales and maximize profits. Here's how email marketing work for advertising.

Provides a way to reach customers in real-time

In business, timing is everything. If you can deliver your message and have your target audience open in real-time, then that's a big win. The good thing about a marketing plan in which you advertise your solutions through email is that you'll have an opportunity to reach more prospects in real-time. A Litmus analysis of emails found that 56% of emails get read on iPhone and Gmail. Today's clients read messages through their mobile devices. In fact, sites like The It Girl Guide claim they have almost 95% of their views from mobile devices. So it is probable that clients are likely to see your ad even on the go. Just try to avoid long paragraphs and large image files. Also, try emphasizing urgency with time-sensitive deals to discourage users from using functions like snooze and so on.

Almost everyone uses email

More than 90% of consumers use email. This is another great motivation to start using email marketing for advertising. Email marketing gives you an incredible opportunity to tap into this diverse market. With your prospect's email address at hand, you can send out special promotions, discounts, and other ads to get them to buy.

Influences buying decisions

nationwide survey by Fluent looked into millennials' interactions with different online media platforms and how they influenced their buying decision. The findings revealed that digital advertising mediums had the same levels of influence on their purchase. However, promotional emails edged out other digital mediums. 68% of millennials said it occasionally influenced their buying decisions. Social media platforms and ads on websites/news had 63%, while promotional text messages had 56%.  

Promotional emails do a great job appealing to millennials to take action. The survey revealed that these emails were 10% more effective at convincing millennials to buy than the older generations. So, a highly customized email could yield even better results.

Email marketing is easy to measure

There are many tools designed to measure and analyze email performance. So, when you send out advertising emails, you can easily monitor delivery rates, bounce rates, click-through rates, unsubscribe rates, and open rates. With this information, you'll know the effectiveness of your ads, as well as where to adjust or do an overhaul.

Delivers a strong return on investment

Email continues to deliver a strong ROI. According to DMA, 2019, you can expect an ROI of $42 for every $1 you spend on email marketing. On top of that, email advertising allows you to reach a large customer base at a lower cost. So, think of it as a cost-effective way to advertise your solution.

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Redbear knows how important good design is. We take pride in every image or video that has our client's name on it.

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