When we implement a new strategy like inbound marketing, we want results and we want them now. But the reality is that following an inbound methodology is a long-term investment in the health of our business.
To get a better idea of what we can expect, we are going to talk about how long it can take to see the results of an inbound marketing strategy and what we can do to speed up this process. Let’s go there!
Digital marketing has evolved with society, its consumption patterns and the media. But, in addition, each generation has shopping habits and preferences when using one platform or another, which leads companies to talk about generational marketing.
In 2022, video marketing is more essential than ever. 86% of companies use video advertising as part of their layers, and 80% of global internet traffic this year will come from downloading and viewing audiovisual content.
For marketers, therefore, it is essential to be up to date with video marketing trends for 2022. This year is full of news: videos without sound, virtual reality, personalization, campaigns created with smartphones… Keep reading to discover everything that is coming.
ReCommerce: Generation Z and entrepreneurs bet on refurbished items in Mexico – Marketing 4 Ecommerce
Concern for sustainability is trending again This is why companies that aim for success and permanence in the market are looking for ways to get involved in certain social causes, to develop product lines with recyclable organic materials or to join reCommerce.
The eBay platform recently produced a report on the sale of second-hand products (Report Recommerce, in its original language) which provided some interesting data and, in addition, recognized the commitment of Generation Z to this inclination that favors the preservation of natural resources in Mexico and in the world.
ReCommerce, an alternative for eco-friendly consumers
E-commerce is, as the Mexican Association of Online Sales (AMVO) explains, the practice of selling second-hand items, Whether they have been used or not. Over the years and among a wide range of alternatives, it has positioned itself as “the ideal” to acquire any type of clothing in a sustainable way.
It should be noted that Generation Z, which includes people born between 1997 and 2012, is the one that consumes the most refurbished products. According to the study mentioned above, 80% of respondents say they have bought one with these characteristics Over the past year; while one in three admitted to selling a second-hand item.
And the position of entrepreneurs?
Both entrepreneurs and large companies present in our country have opted for this business model or a similar business model. For example, Amazon launched a line of sustainable products earlier this month; which includes dresses, pants, sweatshirts, t-shirts, blouses, bed and swimwear.
eBay, for its part, has a specific section with at least 190,000 refurbished items. They have been inspected and restored by professionals to be then sold in perfect condition.
“Sellers they give a second life to the products with great dedication, they repair them until they look like the originals, making sure they are in the best condition and look as new as possible, gradually generating a new source of income. At eBay we are committed to having a more sustainable future, to achieve this we must act today and therefore build a healthier planet for our community and future generations”highlighted Raúl Bustamante, communications manager for eBay Latin America.
eBay will continue to develop actions of this type
The e-commerce platform has consistently implemented measures aimed at reducing the environmental impact. Among them, the following stand out: the use of clean energy in its offices, the efficient use of water and the diversion of waste from landfills.
In addition to this, it aims for the year 2025 that 100% energy used in its data centers and departments (not just in Latam, but worldwide) comes from renewable sources. What does this effort look like today? Well, 74% of what was promised has been delivered.
Image: Courtesy of eBay
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When we talk about climate change and conspiracy theories, it’s very common that misconceptions about science, the impact of CO₂, etc. be shared. Most of these hypotheses claim that global warming is a hoax. Without wishing to enter into hollow discussions, what is true is that denying the impact of human behavior on our environment can be problematic.
To combat this issue, Pinterest has launched a new policy to inhibit misinformation about the climate crisis within the platform. Pinterest’s new community guidelines show a stronger commitment to fighting misinformation and taking responsibility for climate change.
What’s more, this means that brands must take care with their organic content and advertising to follow these new rules.
However, although it is known that consumers prefer organic products, sustainable marketing is in its essence much more than a fad or a trend: is a true philosophy for content creators.
Climate change and social networks
Climate change is not a new topic on social media. Even before Greta Thunberg’s speech at the UN, many activists and organizations had already warned of the impact of human behavior on the environment.
In fact, the green movement began in the 1960s and 1970s when scientists began to worry about our influence on Earth pollution. Since then, the message has continued to spread throughout the world through various channels such as the press, radio and television. The Internet is no exception.
For example, search intent to have a green life was up 6x from last year. Additionally, upcycling and DIY ideas are a hugely popular trend on platforms like Pinterest, which is focused on giving more visibility to advocates of an environmentally correct lifestyle.
To complement this idea, experts have said that social media can be a powerful weapon in the fight against climate change. Innovation and technology contribute to reducing the risks and impacts of natural disasters. In addition, it enables better decision-making by helping to disseminate relevant information.
They confirm the positive impact that social networks like Twitter have when it comes to natural disasters. It helps mobilize efforts and resources almost instantly. In other words, it’s easier to help those in need.
Climate change and skepticism
The other side of the coin is not positive, but detrimental. On the same platform that we find ideas for a greener life, we can also detect misleading content. Claiming that climate change is a lie and everything is a global conspiracy is a common feature of this type of fake news.
What worries us is the dissemination of these ideas on social networks. Research conducted at Carnegie Mellon University found that deniers share more climate crisis conspiracy theories than climate change believers. The number of tweets and retweets issued by skeptics is higher than that of believers.
The Guardian magazine found that in the first half of 2020, Facebook ads denying the reality of environmental pollution were viewed at least 8 million times in the United States.
Some actions have been taken in this direction. For example, looking for products and services that claim to be eco-friendly, but provide misleading information to their audience.
We can highlight the efforts of Meta last year. A good example is how the company deleted 9.2 million posts deemed harassing on Facebook and 7.8 million such posts on Instagram.
These actions are not necessarily about climate change denial, however, they show a greater concern for stopping the spread of fake news and creating a safer environment for digital users.
Green Marketing, Green Marketing or Sustainable Marketing
Pinterest’s new policy should encourage marketers to focus on other topics for their brand, considering that Green Marketing, Green Marketing or Sustainable Marketing are interesting strategies to apply in these decades.
But beware, poor implementation of these practices or the dissemination of false information to sell products can be considered greenwashing, which we can translate as eco-laundering.
By definition, green marketing involves the creation and promotion of environmentally friendly products, services and practices. Some methods may include using eco-friendly packaging, a recycling program, or using renewable energy.
Additionally, sustainable marketing is all about promoting a socially responsible aspect of your business. It doesn’t have to be an organic product. This practice goes far beyond the environment, as it is closely linked to other issues such as poverty, hunger and discrimination.
Pinterest now applies these principles by modifying the rules of its platform. They try to spread better messages based on facts and what is good for the environment and the whole community.
Brands should do the same. Both on and off Pinterest.
Why should brands be greener?
Recent studies have shown the importance of socially responsible decisions for the customer. For example, according to Forbes, 92% of consumers are more likely to trust environmentally or socially responsible brands. In addition, they are 88% more likely to retain customers.
Here are some other benefits that the brand can take advantage of these practices:
- improve your reputation;
- save money on the logistics of a product or service;
- attract new audiences more concerned about climate change.
However, the business benefits of going green should not be the only reason for taking this approach. The desire to really want to help your community and environment should be enough to seek improvements in your marketing strategy.
Misinformation and fake news try to change our perception of reality with lies, which is really dangerous. These new practices put in place by Pinterest, Meta and other companies show us that there are some things we simply cannot deny or ignore. Climate change is one of them.
As companies, we do more than sell a product. Therefore, taking care of our internal and external processes and communications is essential to generating a positive impact on our world and mitigating the climate crisis.
Currently, it would be a waste of time not to take advantage of the potential of RR. SS., so don’t hesitate in your Inbound Marketing strategy with TikTok. this is a platform in recent years it has had significant growth, which makes it an excellent option.
The idea is that you can integrate the Chinese social network into your marketing plan so that you have a high-reach channel. Digital platforms are characterized by the virality of the content published on them, and you should use this to your advantage.
work with this great ally will help you drive traffic to your company’s website and achieve brand recognition. In addition, going to complement your Inbound Marketing strategy with TikTok with our channels is very simple. You just have to know how to do it the right way.
Recommendations to create your Inbound Marketing strategy with TikTok
The accelerated growth of the Chinese social network forced to include some more friendly options for brands. One of them is that it allows you to add a link in the description of the biography and develop advertising campaigns. But this is just a little bit of what it offers.
Therefore, it is relevant that you learn technical skills to create your Inbound Marketing strategy with TikTok:
1.- Study if your buyer persona is on TikTok
The first thing you should know before launching your Inbound Marketing strategy with TikTok is whether your buyer persona belongs to the public of this social network. Ten in consideration that not only Generation Z is the one that uses the application, a large part of the audience is made up of people from 13 to 30 years old.
Analyze both the age of your buyer, as well as their interests, preferences and habits. If you don’t adapt to the profile of the seas, Can you evaluate the diversification of your audience so that you can get more people with TikTok?
To find your target audience, you have to start by looking at content and creators similar to your business. Check that the publications have more and less participation and read the comments to know what people think, discover what you want, etc.
In this way, you will be able to find your audience on this popular social network. If you are realizing that there is a good amount of the public you want, then you already know that you can bet on this social network.
2.- Create your content and optimize your TikTok profile
If you found your buyer person on TikTok, enter it is worth creating your company account. Remember that the user number you are going to use must make it clear that it is your company. If you already have other social networks, use the same username on all of them.
Once you have your profile created, you must optimize it. As in most social networks you want to cook at home, add a photo/image depending on the line of communication of your company. Biographies are very important. since it is your cover letter, so it is recommended that it be brief, but highlight your brand values.
Likewise, it is also very useful that you place a hashtag of your own brand to facilitate the follow-up of your potential clients. And don’t forget to include the link to your business website, as well as your other social profiles. In this way, the audience will be able to learn more about your business.
3.- Design your Content Marketing strategy
A phrase that is repeated a lot is that of “content is king”, you are the exception in Inbound Marketing with TikTok. Therefore, to plan your Content Marketing strategy, define the start and the type of videos you are going to submit to. In addition to the techniques that you are going to implement to involve your audience in them.
You should consider that this social network is based on user generated content (UGC). So you must get your community involved with your brand to the point that they want to generate their own content related to your product or service and convert them into prescribers.
Focus on more creative and dynamic content without losing the purpose of your message. You can experience videos where you introduce people who are part of the company. Or create quick and easy tutorials on how consumers can use your products or services.
Bone “challenges”, dances or doublejes is characterized by being the most viral content on TikTok, so they cannot be left out of your strategy. Unlike other social networks, the public of this platform values fun more than visual quality.
4.- Use the hashtags
Another element that you should not miss out on in your Inbound Marketing strategy with TikTok is the use of hashtags. Keep in mind that these are the ones that give you the possibility to discover and create communities according to the same common point or theme.
In this case, it is appropriate that you create your own hashtag that identifies your brand. If you develop in the international market, it could be in English. For example, if you design a challenge, You can ask users to complete the challenge and upload to the platform using a hashtag that helps locate said content.
But it is also very important that you inquire about hashtags already created and positioned on topics related to your brand or niche. If you visit the Discover and Trending sections on TikTok, you will notice it. In fact, hashtags serve to join other challenges that are trending in your market.
5.- Improve TikTok Ads advertising
Among the Inbound Marketing strategy with TikTok is advertising through the same platform. It can be very useful to accelerate the results of your campaigns. But you should keep in mind that the advertising costs are a bit high, in fact, the average CPM is 9.17 euros (10 dollars).
TikTok Ads offers several configurable ad formats for your ad campaigns:
- Ads in the feed.
- brand hashtags.
- Top view ads.
- brand effects.
- Brand acquisition.
You also have the possibility of gaining publicity through Influencer Marketing strategies. Consider that this is the money in which tiktokers monetize their content.
6.- Lean on Influencer Marketing
Nowadays, implementing a strategy in social networks is synonymous with Influencer Marketing. And the statistics will prove it. digital Marketing Institute According To, so 86% of marketers have used them to generate sales or brand recognition.
Consider that influencer marketing has become popular because it is capable of generating quick results. But the key to success is filtering the influencers. This is a complex job, since it is not easy to determine which profile will help you achieve your goal.
However, the Chinese social network has found a way to simplify this search through the “TikTok creators market”. Once you join, you will be able to see the metrics associated with a certain influencer. With this data it is much easier to determine if an influencer is suitable for your brand, product and/or service.
In addition, it can serve to guarantee a good ROI, a metric that is undoubtedly relevant for the company that makes an investment.
7.- Measure the engagement of your content
There is no better way to know the success of your Inbound Marketing strategy with TikTok than by measuring the engagement of the content published on the platform. This is fundamental in any campaign that is launched through the different social networks.
This KPI is obtained by applying the following formula: [(número de likes + número de comentarios) / número de followers] x100 You will allow to see the commitment that your audience has in this red that had an abysmal growth in the last two years.
When you know the engagement rates, it is the right time to make decisions that give you the possibility of improving the content. So that in the next campaigns you can connect more with your audience.
Launch your Inbound Marketing strategy with TikTok
The rise of the TikTok social network has been truly exponential. And this has made companies look more closely at a platform that seemed to be just an entertainment space. Nevertheless, with its growth and popularity it has become an excellent window to advertise.
Now that you have the necessary Inbound Marketing tips with TikTok, you just have to put them into practice in your strategy. It is about integrating this powerful platform into your plan so that your brand gains recognition and your content goes viral.
His simple techniques, in fact, many of them, are applied in other social networks and marketing strategies in general. Only if you adapt to TikTok so that you can get positive results that are so hopeful.
And if expert help is required, Antevenio We offer it to you through our experience in Digital Marketing and Inbound Marketing so that you can identify your target audience and connect with them.
The post 7 tips to create a good inbound marketing strategy that includes TikTok appeared first on Antevenio.
After two years of the pandemic, because in the end life begins to return to normality: some companies resume face-to-face work and meetings between friends and family in public places are once again common. However, it is undeniable that many people still have a certain concealment due to the lack of sanitary measures in certain places or simply they have taken a liking to doing activities at homeSuch is the case of the exercise. A recent study confirms that fitness apps in Mexico exceeded 9 million hours of use in just one year.
Marketers will seek to maintain the use of fitness apps in Mexico
The American company Rocket Lab analyzed this channel and compared some recommendations that marketers can use to motivate fitness app consumers in Mexico in the post-covid era.
Before delving into the advice, it is important to note that experts predict that the world market for these applications will reach 120 billion dollars in 2030. We assume that we will tend to have a continuous increase of 24.3% per year.
1. Retargeting to recover users
The study urges marketers to implement different technologies that allows them to know the metrics of the use of the application in question and combine them with retargeting campaigns. What will they get with this? That consumers who had already installed the application, visit it again (and they will not have it as decoration).
In addition to this, I insist that create a relevant experience for consumers (personalization) so that, in addition to returning, they make purchases within the platform: retargeting ads serve to promote the redesign of the cross-device purchase process that users carry out through their mobile device.
Geolocation and path analysis of such applications have great advantages for marketers (relieving the hard work of designing a complete campaign). With both elements, users can share their performance through various social networks, encouraging others to seek it out, download it and use it. That is, they serve as ambassadors.
The report further suggests that content and offers on certain articles are shared to consumers to carry out purchases within the application (in-app) or in the physical stores of their choice.
3. Personalized training programs
Any such app must offer various levels of trainingbecause they can be downloaded by users who have decided to exercise for the first time in their lives or, on the contrary, by people who include physical activity in their daily routine.
In this context, the analysis recommends offer tutorials with certified trainers for each level: beginner, intermediate and advanced. This would also improve engagement.
4) Celebrate the victories of your users
It is necessary that these applications measure the performance of your users when walking, jogging, running or performing a specific exercise; Since there is no greater reason to know the steps-kilometers that were traveled and analyze the daily progress.
Stimulating consumer/customer interaction has always been one of the most effective strategies to conquer the mobile market.
“Include new or improved features in fitness apps that effectively combine action, motivation and education, features that today’s consumers require, permission that is vertical to get a larger number of usersyou will need marketers to constantly increase, higher return on your investment and be able to increase engagement with new and old users”concluded Carola Aliaga, Commercial Director of Latam at Rocket Lab.
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Until very recently, there was a certain consensus on the definition of marketing as a set of techniques and studies aimed at promoting the commercialization of a product or service. However, the emergence of the Internet over the past two decades, and specifically the consolidation of e-commerce during the pandemic, they have given this discipline a much more strategic take-off and closer to the heart of companies.
This is how growth marketing took shape, an evolving concept from traditional marketing. It is a precision approach, based on scientific data, which makes it possible to measure and optimize in a very agile way all of the communication processes of brands, as well as the purchasing behavior of customers and prospects.
Among other important contributions, growth marketing solved an old concern: how to measure the return on investment of marketing strategies? Today, we can see the consumer’s lifecycle through their data footprint and know their click journey in detail.
Like a Trojan horse, growth marketing is silently branching out into all the sales processes of brands across their multiple digital platforms (websites, social networks, online stores, etc.). Current marketing provides very useful tools to measure investment and its return in real time, at all stages of campaigns: segmented advertising strategies, SEO and SEM positioning, audience measurement on social networks and websites, among others. .
The Importance of Precision Tools in Campaigns
According to IDC, an IT consulting firm, 65% of global GDP will be digitized by 2022 and the rate of business investment in its digital strategies will increase annually by 15.5% to reach $6.8 trillion in 2023. The data reveals the importance of applying precision tools in promotional and sales campaigns.
On another side, I like to think of growth marketing as a discipline that will bridge the online and offline worlds.. This line is becoming more and more blurred, and there are already mechanisms that integrate the two worlds, correlate them and make them work in a complementary way, with very precise measures (importing offline conversions to optimize online campaigns, for example). I believe that one of the great challenges of marketing is to understand the characteristics of the two ecosystems, and to use their opportunities in a coherent way so that the user has the feeling of living the same experience.
In this context, the new business model of growth marketing is here to stay and those who fail to implement it will lose ground to their competitors, in a digital tide characterized by a huge supply that competes for the attention of consumers. dispersed users. Adapt or die, that seems to be the dilemma.
Marketers are probably facing an unprecedented era. These times require us to be flexible in the face of challenges. And at the same time, we must be a trusted answer for those who bet on strategic marketing and want to evolve with it, no longer as a peripheral business need, but as a central bet for the survival of the organization.
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The opening rate
It is the ratio between the number of openings of an email and the number of successful emails within the framework of this same operation. Among other things, it allows you to detect wear and tear phenomena in your receiver base, but also to test the content of your subject and sender fields. This indicator has recently become less relevant with the deployment of iOS15, which limits the tracking of email openings among users of Apple products. For more information, you can read our article on How to deal with iOS 15 and its tracking policy.
Average opening rate: buy between 30 and 40% depending on the sector of activity
click through rate
It is the ratio between the volume of clicks and the volume of emails about it. The click rate allows you to know the responsiveness of recipients to your message (attractive graphic design, relevant content, multiplicity of links).
Average click rate: buy between 1 and 5% more varies depending on the sector
It is the ratio between the name of the e-mails sent and the name of the e-mails actually delivered. I let you know if you filter the messages sent, carried out by the FAI, with an impact on the good reception of your emails.
It is the ratio between the name of clickers and the name of openers. Example: a responsiveness rate of 15% means that 15% of people who open their emails click on the message. This rate allows you to assess the relevance between your encryption and the content of your email.
It is the ratio between the name of the clickers on the unsubscribe link and the name of the successful emails. It indicates the interest shown in the marketing campaign concerned. This rate may be higher the first time a collected database is used.
Average churn rate: buying between 0.1 and 0.2% more varies by sector
Thanks to the statistical reports of emailing campaign tools, you have many marketing performance indicators to measure the different actions and interactions directly related to emailing, such as those seen above.
More than 85% from home, an e-mail campaign is sent during beach hours with high reactivity (morning from 9 a.m. to 11 a.m., night from 2 p.m. to 6 p.m., night from 8 p.m. to 10 p.m.). Lords, 40% of opens and clicks will be made in the first 3 hours Following shipment.
To go further, and discover other essential indicators, ChapsVision offers you a White Paper detailing the main KPIs of your emailing campaigns.