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Blog Posts (6)
- How to Anticipate Marketing Trends
Have you ever wondered how brands are so quick to jump on a trend? I know I have! But then I realised if they can do it... surely, so can I. Big Brand Trend Strategy When investigating how big brands hop on trends, what I uncovered was far simpler than expected. Firstly, a lot of trends that hit big, can be anticipated. Secondly, you have to be reactive. Meaning, thirdly you need to be flexible in your approach ALWAYS! Knowing your audience well, will give you an insight into what external content you could add into your own marketing mix. Huge trends from this year that you could of anticipated include: The Oscars, Superbowl, and Met Gala. Look forward to things you know are going to happen, that will interest your audience and likely to be trends, Think: movie releases (remember Barbie), new TV seasons (hello Bridgerton), annual events (sporting, fashion, film etc.). Two biggies just around the corner, the Euros and Olympics. When you know something is going to happen, you can plan to be reactive. Plan to be Reactive Being reactive is a key marketing skill. Not just when it comes to leaping on trends. But for changes in your marketplace, budget updates, supplier delays, just to name a few examples. This is why I will always advocate flexibility in every marketing plan. How Does a Flexible Marketing Plan Look? It's layered! Layer 1, is a constant: Consisting of the stuff you know will happen (products and services you're currently selling). You can plan a whole 12 months of this, you won't use it all, but it's there as a buffer. Layer 2, is new: What stuff do you want to happen (product/service launches). You will have an ideal time for this to happen, but things don't always go to plan. So, you pick up on layer 1 again, because you've got 12 months of goodness there. Layer 3, you don't even know: This stuff you don't even know about yet (trends/news). Yes, you can plan for this by not being set in stone. And be predictive with what is happening in the months to come. Don't be afraid to deviate from layer 1 when the perfect marketing opportunities present themselves. Be ready to jump! Like this, sign up to my newsletter: https://www.lka-marketing.co.uk/email-sign-up
- Give Purpose to your Content Repurposing
If you’re going to do something, do it with purpose! It’s More Than Copying & Pasting Yes, repurposing your content is a time-saver. But that doesn’t mean just copying and pasting followed by crossing fingers. Your audience’s expectations will differ depending on what platform they are on. If you just copy and paste content across you will be missing opportunities. Start by tweaking for the win. By making small changes to your content you will be creating a greater chance of making the most impact on each marketing platform. Modify Content to Make the Most Out of It When you have a juicy bit of content that can be utilised across other platforms. Take a newsletter for example. You can easily turn a monthly newsletter into blog posts and multiple social media posts. Understanding the rules of long and short format content will help you immensely with making the most out of your content. The way you write a blog post differs greatly from a social media caption. Think Structure, Then Disrupt When taking your newsletter main topics and expanding them into long-format content as blog posts to help boost your organic SEO, it is all about structure. The readability of your blog post impacts its online performance, so structure it with: captivating headlines, flowing paragraphs and a clear to call action. However, social media captions, you need to throw the long-format rulebook out. Disruption will stop the scroll and help hold the attention of your audience. Intentionally break your copy into sharp, snappy one liners. Remember, if you can make a single image social media post, you can turn that into a reel (or other video content) and expand for carousel posts (make sure you make them pdf docs to work best on LinkedIn and images for Instagram). Now, go forth and repurpose!
- Are You the Marketing Exception to the Rule?
Recently I was reminded of a film from back in the noughties when those Hollywood ensemble casts were all the rage. The movie was He's Just Not That Into You and it was based on a popular relationship book of the same name. You're probably wondering what a 00's rom-com has to do with marketing... Well it's a particular exchange between Ginnifer Goodwin's and Justin Long's character. Ginnifer's character, a hopeless romantic is brought back to reality by Justin's (a cynical realist) when he explains to her, all the amazing love stories she clings all her hope on are the 'exception' not the 'rule' of romance. It's OK to be the Marketing 'RULE' Comparison is the thief of joy is a quote I constantly make myself remember, because so often we are comparing ourselves, our businesses, our lives to others. In business: especially with our marketing efforts. But how often are we comparing ourselves to the 'EXCEPTION'? I bet all the time! A viral Instagram reel will not create longevity for your business. Consistently creating content and sharing it on platforms where your ideal audience is, will. You Are Not Beyoncé Beyoncé's country music pivot has made the world sit up and listen. So, of course Texas Hold 'Em is the number 1 trending audio and already has 241,000 reels made with it - this will grow exponentially over the coming weeks. With influencers and businesses alike jumping on this trend. When you inevitably jump on this trend, whether on Instagram or TikTok don't get hung up on the numbers. Remember: anything over 100,000 plays/views is the exception. I took a minute and scrolled through the audio page and the vast majority of the reels using this audio have under 5,000 plays/views. Instead of being underwhelmed by your number of views/plays, I want you to imagine you have a physical shop. Now you're in your imaginary shop, how good would it be to have the amount of people walk through your door, who have viewed your reel. It's not bad, is it! No exceptions needed here, because you totally RULE! Sign up to my monthly newsletter for more marketing insights