PivotPath

[Video] Top Three Reasons to Use Video Marketing

Video marketing has many great marketing benefits, but what grabs the attention of your audience? We spend the majority of our time on our phones, the internet, or watching television. Gifs and videos are all around us, on TikTok and Instagram stories, capturing our attention and shortening our attention spans. It is hard to escape the virtual world we live in, so might as well let it help your business.

Here are the Top Three Reasons to Use Video Marketing in 2021:

Growing Revenue with Extra Exposure

Companies put a focus on revenue within their company to determine their goals for the business. If they see a decrease in revenue, then they will make changes in their marketing style. Marketing teams have seen a growth in revenue with video marketing due to the access of videos within our society. People spend their time on social media platforms, with videos popping up on their feeds throughout the day, and often share interesting videos with their circles of influence. Studies show that 48% of people said they’d be most likely to share video content with their friends.

In addition, social media algorithms now recognize and acknowledge videos (like Instagram Reels) much more than standard posts, which can increase your brand’s visibility and reach. Unfortunately but fortunately, the more videos you have, the more likely social media channels are going to direct people to your page(s).

Increased Traffic to Your Website

Tailing off of the first reason, the main reason companies put a focus on marketing is to increase traffic to their website and business. Companies can do this in several ways, such as newsletters, blog posts, social media, and more.

However, According to WordStream, viewers retain 95% of a video message compared to 10% in text. Organizations need to take a look into what type of marketing tactics they want to use to attract their targeted audience(s). The average user spends 88% more time on a website with video. Customers may not read the newsletters or emails, but they could retain most of the information from the video. 

Increasing Traffic

Search Engines for Videos vs. Posts

When companies plan their marketing, they want their company to be the first name that pops up on the search engine rather than their competitor. Studies show that Google owns YouTube–they love ranking their own site in number one slots. Videos tend to be the first links to pop up rather than a blog post due to the rankings. According to Mollica Films, You’re 53 times more likely to show up first on Google if you have a video embedded on your website. The best way to do this is with gifs and video marketing.  You can pair a blog post with a video for a better marketing strategy (like we’ve done).

Search Engine Benfits

Video Marketing is not a new strategy but definitely one that every company needs to try. Need help with your video production but don’t know where to start? Contact us at PivotPath for assistance from start to final product.

Check out some of our video productions over the years:

European Union Delegation to Sierra Leone

CDC Federal Credit Union

 

 

 

PivotPath partners with the European Union Delegation to Sierra Leone for Agro-Technology Initiatives

European Union Delegation to Sierra Leone

The mission of PivotPath, in partnership with the European Union Delegation to Sierra Leone, was to ensure maximum exposure of agro-technology initiatives in Sierra Leone through the successful receipt of the Delegation’s Call for Proposals.

Under its Jobs & Growth Programme, the EU delegation to Sierra Leone launched a call for proposals for agro-technology development. The purpose was to increase private sector investment in technology and innovations in the country. This is a uniquely competitive opportunity for Sierra Leonean organizations and SMEs seeking to develop and/or expand sustainable agro-processing and agribusiness innovation and technology. 

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The Agro-Tech call for proposals was designed based on the positive experience gained under the Agro-business Development from Organic Resources (ADORE). This is an initiative funded by the European Union and jointly implemented by the Welthungerhilfe organisation, Moawoma cooperative, Lizard-Earth and Door to Europe companies. In collaboration, the group aimed to support production and processing of organic cacao into chocolate bars made in Sierra Leone. 

The ADORE project will stimulate the sustainable growth of the Sierra Leonean agri-business sector, particularly in Kenema and Kailahun. The project aims to build inclusive partnerships between value chain stakeholders at all levels by linking farmers with the national and international markets.

Results

  • 4 Video productions featuring Ambassador Vens announcing the call for proposals.
    • A virtual information session that was attended by over 210 interested applicants, and highlights from the EU funded ADORE project. 
  • 11 Newspapers and specialized magazine coverage, social media coverage throughout the campaign initiative, with over 33 publications. 
  • A series of articles written and approved on agriculture innovation and technology development in the world.
    • This included a specific case study in neighbouring countries and in Sierra Leone to illustrate the relevance of the initiative shared across 12 newspapers and magazines.
  • 4 Radio jingles in rotation across 13 radio stations in the country. Jingles in English, Krio, Temne and Mende.

With the successful promotion of the Agro-Tech Development initiative, agriculture can play a vital role in boosting the country’s economic growth. These initiatives can provide sustainable and climate-smart agro-development. In turn this can improve agriculture efficiency and promoting economic self-sufficiency for young (and seasoned) agri-preneurs, particularly women.

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5 Tips to Increase Stakeholder Engagement For Your Nonprofit

Nonprofit organizations are like complex machines: they involve many moving parts that all rely on each other for the success of the whole. While each element is essential, one key element of a nonprofit’s success is its stakeholders and stakeholder engagement. Without effective stakeholder engagement, a nonprofit risks the loss of funding, support, and development. To ensure that your organization does not risk those losses, refer to these 5 tips to increase stakeholder engagement for your nonprofit. 

#1 Communicate early and often.

Communicating with stakeholders is a basic component of the organization-stakeholder relationship. However, for communication to be effective, it must be early and consistent. Your stakeholders are an essential part of your organization, so make them feel that way by including them early on. When you communicate with your stakeholders early on, they feel important, which leads to more trust and engagement. Make a list of current and potential stakeholders that you need to communicate with at the beginning of projects or events and reach out to them as soon as possible.

In addition to reaching out early, your organization must provide consistent communication to its stakeholders. Continued communication is key in maintaining a trustworthy and supportive relationship. Regularly provide updates on projects and events and ask for feedback throughout the process to ensure that you maintain your relationships with your stakeholders.

#2 Understand the influence of social media.

Many stakeholders rely on social media for information regarding their favorite organizations and potential investments. So, the content your organization puts on social media is not just for your customers or volunteers. To engage stakeholders, create a balanced mix of content that is targeted toward stakeholders and other groups in your audience. Show your current and potential stakeholders that you notice their involvement on social media and that you care about their engagement with your organization. This will allow them to enter the conversation about your organization in a new way. It could also help your organization reach more stakeholders to invest in your work.

#3 Provide a variety of ways for stakeholders to give input.

As mentioned above, involving stakeholders in the conversation and asking for feedback can provide many benefits. People want to provide their input and feel heard, especially when they are investing in your organization. So, make the feedback process effortless for your stakeholders. When sending out updates to stakeholders about projects, attach a survey for them to provide feedback. In addition to this, ask for feedback via social media and in-person interactions. By providing your stakeholders with a variety of ways to share their input, you will strengthen stakeholder relationships, increase continued engagement, and help your organization further develop.

#4 Plan events to attract a diverse group of stakeholders.

Planning special events for stakeholders will do wonders for your stakeholder engagement. These exclusive events will show your stakeholders how much your organization values them. And, will provide opportunities for in-person communications and networking. Events can bring in funds, strengthen stakeholder relationships, promote your organization and mission, and much more. And, if your organization holds a variety of events throughout the year, you can reach more diverse groups of stakeholders. For example, a picnic would be an event that is accessible to all kinds of stakeholders. Other events like sit-down dinners and galas would bring in a different group of stakeholders, including local leaders and politicians. Planning a mix of events is essential for reaching a diverse group of stakeholders while encouraging engagement.

#5 Don’t just inform your stakeholders, involve them. 

A common theme among these tips is that stakeholders should be involved, not just informed. If your stakeholders feel left out of your organization and its efforts, they will lose interest and stop engaging. Your organization can protect against major problems, like an abrupt loss of financial support, by involving stakeholders in your planning and projects instead of only informing. 

When involving stakeholders, work with your organization to find a happy medium of involvement. An appropriate amount of stakeholder involvement will allow for stakeholders to collaborate when desired, but will not rely on their collaboration to complete a project or achieve a goal. Allowing stakeholders the opportunity to create and collaborate with your organization will increase their engagement, strengthen your stakeholder-organization relationships, and benefit your organization in the long run. 

Stakeholder engagement is one of the many important elements that go into running a nonprofit. Refer to these tips for stakeholder engagement, and do not hesitate to reach out for help if all the elements become overwhelming. PivotPath is here to support your organization with our top-notch marketing services and team of talented creatives. Let us take on some of the other work while you put more into what matters: creating lasting relationships with those that support the continuation of your organization and its mission. 

How to ensure that your branding efforts are successful

Branding is a strategic art. It communicates who or what your business is and can define its success. To promote a long-lasting presence, it’s important that your branding efforts are helping your brand advance. Keep reading to find out how to ensure that your branding efforts are successful.  

Persuade consumers to choose your brand over others.

Branding requires ethical persuasion. Rhetorical appeals, like pathos, ethos, and logos, are strategies that shape a communicator’s appeal to an audience. Your brand is the communicator to its specific audience. To maintain a presence in a competitive market place, it’s important to exercise rhetorical appeals.

Are your branding efforts meaningful?

Pathos is a rhetorical communication technique that involves appealing to the emotions of an audience. When pathos isn’t achieved, your brand lacks meaning. Essentially, the goal is to create meaning by appealing to your audience’s hopes and ideas and addressing their fears and worries. 

Maintaining two-way communication is a sure way to gauge your audience’s emotions. What do they want? Like? Need? Encourage your audience to engage with your brand to get a good understanding of their emotions. Your job is to understand your audience to create the right emotional environment for communication. Frontiers in Psychology shows that audiences are more likely to commit to a brand when it sparks an emotional response. You must create a correlation between your brand and trust, value, and meaning to broaden the impact of emotions.

Are your branding efforts credible?

Ethos is a rhetorical communication technique that involves appealing to the credibility of an audience. You’ve probably heard it before, but it bears repeating: Mutually beneficial relationships are built on trust. A lack of credibility compromises the trust of your audience and therefore the success of your brand.

The best way to guarantee that your brand is credible is to be consistent in your branding efforts and seek feedback from your audience. Reviews on Yelp and Google are a good place to start, but consider other ways to secure feedback. For example, email questionnaires and social media polls are a great way to gather feedback from your audience. You’ll be sure to hit two birds with one stone by showing your audience that you’re interested in its feedback. Moreover, listening to your audience’s feedback will not only strengthen your brand’s credibility but also appeal to the emotions of your audience. 

Are your branding efforts meeting expectations?

Logos is a rhetorical communication technique that involves appealing to the logic of an audience. More importantly, logos works to strengthen ethos, as it provides logical evidence for credibility.

Your brand’s credibility largely shapes its reputation, trustworthiness, and the confidence of its audience. Clear and concise messaging is a great way to instill trust, but put your money where your mouth is and give your audience a logical reason to trust your brand. Ask yourself: Is your brand delivering the products and/or services that its messages communicate? Your job is to instill confidence in your audience. 

We can help you apply these strategies.

In conclusion, rhetorical appeals have played an important role in persuasion efforts since Ancient Greece. Your branding efforts will inevitably provoke some sort of response. Ask yourself the questions above to ensure that those responses are positive. 

Don’t fret if you find yourself at a crossroads on how to apply these strategies. PivotPath specializes in strategic brand planning. Contact us today for a free consultation to ensure that your branding efforts are successful. 

[Video] A Survival Guide for Municipalities During COVID-19

The past year has welcomed several unprecedented challenges. Towns and cities are among some of the most vulnerable victims to the COVID-19 pandemic. However, despite these challenges, there are things you can do to help your community thrive. Continue reading this survival guide to ensure that your municipality is doing everything it can to survive these times.

Survival Tip #1: Be communicative.

Two-way communication involves active engagement and responsiveness. To communicate effectively, it’s essential that you listen to each of your stakeholders. Stakeholders act as various operators, including, but not limited to, residents, tourists, local government officials, local law enforcement, and public safety officials. 

Your stakeholders, and the relationships you build with them, are the backbone of your community. Mutually beneficial relationships are built on trust. When you fail to communicate effectively, you promote dishonesty and inauthenticity, which can destroy the trust of your stakeholders. Therefore, it’s important for your community to effectively communicate with each of its stakeholders to build and maintain trustworthy relationships.

Survival Tip #2: Avoid homogeneity. 

Homogeneity is the belief that everyone is the same. It’s common for individuals to resort to homogeneity when assessing their audience. Your communication efforts are sure to fail when you misinterpret all areas of your audience as one and the same. This mistake is heightened for those who operate communities, as they tend to believe that a shared location means shared values and beliefs.

Demographic information isn’t isolated to geographic location but also includes race, gender, sexual orientation, class, and political identity. You can understand your audience on a larger, more in-depth level by assessing all components of demographic information. By avoiding homogeneity, you can shape your communication efforts to include and gain support from all members of your audience. Your audience’s support can help your community withstand the test of time.

Conduct a S.W.O.T. analysis.

A S.W.O.T. analysis assesses the strengths, weaknesses, opportunities, and threats of an entity. Many mistakenly believe that this kind of analysis is only applicable to businesses, but a S.W.O.T. analysis is beneficial for anyone looking to develop a plan or strategy, including communities. Conducting a S.W.O.T. analysis can help your community grow in ways that it hasn’t considered before.

Strengths and weaknesses are internal, things that you have some control over and can change. If you follow the two previously mentioned tips, you’re sure to have audience communication as a strength. However, it’s important to understand that the presence of strengths doesn’t make your weaknesses disappear.

Opportunities and threats are external. Typically, there’s little to no control of these factors. You can take advantage of opportunities and protect against threats, but you can’t change them. The COVID-19 pandemic is surely a threat for businesses, non-profit organizations, and communities around the world. However, sometimes threats can present us with opportunities. For example, your community can take this time to strengthen its internal operations by addressing other needs that it’s brushed off. 

Reach out for help.

Survival is difficult as is, but when a force as powerful as COVID-19 is acting against you, it can be difficult to even see survival as an option. Don’t let this scare you! By following this survival guide, you can ensure that your municipality is doing everything it can to thrive during these times. PivotPath understands that implementing change isn’t always easy. Contact us for a free consultation today. Our team of innovative creatives can help your community carry out this survival guide.

5 Signs Your Agency Needs a New Logo ASAP

A logo largely defines how consumers will perceive a brand. In other words, it can make or break a brand’s success. Here are five signs that your agency needs a new logo ASAP.

It doesn’t reflect who you are.

Branding is the representation of your agency as a personality. An effective logo design must communicate who you are.   

  • What is your mission?
  • What are your values?
  • Who do you serve?
  • What makes you different?

Imagine your brand as a person. What does that person look like? What does that person sound like? Develop your design with consideration for how you want your brand to be perceived. 

It doesn’t consider all aspects of visual communication.

A brand’s logo is easily the largest component of its visual communication. 

Visual communication involves using visual elements to tell a story. For instance, the color, shape, form, place, proximity, and typography of your design should readably illustrate your agency’s identity. Is the shape distracting? Is the font readable? Ask yourself these questions. Ineffective visual communication can cause potential consumers to deter.

Its colors don’t communicate.

Color influences perception. Color theory recognizes that each color communicates a different meaning. Once you understand who your brand is and what it looks like, your logo should include colors that reflect that identity. 

Warm colors like red and yellow evoke action and urgency, whereas cool colors like blue and green communicate peace and calm. When using more than one color in a design, it’s important to understand that some colors work together, while others do not. 

It’s not consistent. 

Your logo must be consistent across all channels. 

All of your branding materials must have your logo on them, from your website, to your social media, and even your letterhead. A brand compromises its credibility and the trust of its audience when it fails to consistently display its visual identity.  

It doesn’t motivate.

An effective logo will add value to a brand and influence its audience to engage with the brand. 

Your design should communicate the emotion and personality of your brand in efforts to persuade. Your brand’s image can motivate your audience to act. Audiences are more motivated to act when they identify with a brand. Motivating action will bring more business, and more business will bring consumer loyalty, which is crucial for a long-lasting presence.

Restructuring your logo doesn’t have to be difficult.

Branding involves creating an image that markets. A logo motivates consumers to recognize and engage with a brand. 

If you’ve read this far, the odds are that your agency needs a new design. It may sound overwhelming, but restructuring your logo doesn’t have to be difficult. Contact PivotPath for a free consultation today, our team of innovative creatives can help your agency develop a logo that is sure to entice your audience and promote growth.

What Makes a Brand Future-Proof?

Advancements in technology, coupled with shifts in consumer trends, can threaten a brand’s sustainability. The future is inevitable. However, there are ways to embrace the changes that accompany it. Keep reading to find out how to make a brand future-proof. 

Be relevant.

An audience analysis is an examination of a brand’s consumers. A thorough analysis will consider the age, race, gender, class status, and location of a brand’s audience. By gathering this information, your brand can assess the likes and dislikes of its audience. This will help it deliver products and/or services that are relevant to its consumers

A brand should frequently conduct an audience analysis to align with changes in consumer trends. This can help a brand withstand the test of time. 

Be unique. 

Make your brand future-proof by defining what sets it apart from other brands.

Your brand may offer the same products and/or services as other brands. It is essential to create and identify the je ne sais quoi that distinguishes your brand from others. Your brand’s unique quality should consider of its audiences. A unique identity can spark consumer interest, increase consumer commitment, and drive employee motivation.

Be consistent. 

A brand is more than just a name and logo. A brand is an identity. Your brand’s identity must be consistent to leave a long-lasting impression. 

What does your brand look like? Visual identity refers to the visual elements that define a brand. For instance, the color, shape, form, and font make up your brand’s visual identity. 

What is your brand’s voice? Consider how you want your brand to be perceived. Then, make that voice heard across all channels (social media content, website, interactions with customers, etc.)

Every service, caption, visual, and email should communicate your brand’s identity. Consistency helps build consumer commitment to a brand. Once consumers commit to a brand, it must meet consumer expectations to maintain long-lasting relationships. 

Tomorrow is not guaranteed. 

Unfortunatley, success doesn’t make your brand invincible. A brand that is successful today can easily weaken overnight.

Your brand’s presence and performance promote its longevity. However, it can be difficult for a brand to maintain a relevant, unique, and consistent presence without assistance. This is where we come in. Schedule a consultation with PivotPath today. Our team of innovative creators can help you ensure that your brand withstands the test of time.

A Guide to Spring Marketing

When developing a spring marketing plan, you may notice that there is not a lot going on during this time of the year. With the passing of several major winter holidays and events, it may seem difficult to create clever and relevant marketing strategies for the spring. But, do not fear, this is where we come in! PivotPath is here to provide you with a detailed guide to marketing during the spring. Continue reading to uncover helpful tips and strategies when marketing this season.

Pick a relevant spring theme for your marketing campaign:

Springtime is associated with many things: growth, renewal, blooming flowers, spring cleaning, longer days, and rain. So, capitalize off of these associations, and make your marketing campaign spring-themed. Using a spring theme can help give direction to your content, and create a more cohesive and appealing campaign. For example, a non-profit food bank that is focusing on the theme of “spring cleaning” could have content that looks like this:

“Jump into spring cleaning by cleaning out your pantry! And when your pantry is organized and cleaned out, give back to your community by donating the food to us!”

Using spring colors, fonts, and photos will also help to create a cohesive marketing campaign. Bright, pastel colors like pinks, yellows, greens, and teals, are very popular in the spring! Use these colors along with floral graphics to create eye-catching and aesthetically pleasing content.

Incorporate contests/giveaways in your campaign:

Many businesses see spring as a lull in their marketing plan, but one way to rejuvenate a marketing plan is to incorporate contests and giveaways. Contests and giveaways, which are typically run on social media, can be a great way to engage and grow your audience.

A contest or giveaway usually incorporates rules, qualifications, and a prize/reward. Rules outline exactly what the viewer must do to enter. Including rules such as “tag a friend,” “comment and tag a friend,” or “share this post” help expand your brand’s reach and audience. Other rules like “follow our page” and “like this post” will boost your brand’s following and engagement. Most importantly, choose rules and qualifications that are the best for your business and the goals you hope to achieve.

When choosing a prize or reward, it is important to choose one that is desirable and relevant. Your prize should always reflect the effort required to win it. For example, if you ask viewers to fill out a long survey, enter personal information, and follow your social media accounts, you must choose a high-value prize to incentivize people to put in the effort. The prize or reward should also be relevant to your business. This will encourage continued interaction with your business and your products/services.

Research unique national or international holidays:

Spring can seem spiritless when compared to the busy winter holiday season. Use this opportunity to give your audience a reason to celebrate! Amidst the better known holidays in spring:

St. Patrick’s Day: March 17th
April Fools Day: April 1st
Easter: April 4th
Earth Day: April 22nd
Cinco de Mayo: May 5th
Mother’s Day: May 9th
Memorial Day: May 31st

…there are many unique holidays that your business can also mention when marketing! Conduct research on national or international holidays for each month, and choose which holidays are most applicable to your business. For example, here are some unique holidays in March:

Peanut Butter Lovers’ Day: March 1st
I Want You to be Happy Day: March 3rd
Employee Appreciation Day: March 5th
National Frozen Food Day: March 6th
International (Working) Women’s Day: March 8th
International Day of Awesomeness: March 10th
Plant a Flower Day: March 12th
National Pi Day: March 14th
Everything You Do is Right Day: March 16th
Awkward Moments Day: March 18th
International Day of Happiness: March 20th
National Goof Off Day: March 22nd
National Puppy Day: March 23rd
Make Up Your Own Holiday Day: March 26th
Something on a Stick Day: March 28th
National Mom and Pop Business Owners Day: March 29th

Your business can incorporate these holidays when crafting content, planning promotions, and creating contests. Implementing unique holidays into your marketing strategy will help you stand out, create excitement and celebration, and engage your audience.

Focus on your community and give back:

Because springtime is seen as a time for growth and renewal, many people associate the season with community events and giving back. When looking for marking opportunities, search on community groups and pages to get your business involved, visible, and to give back to your community.

Getting involved in community events can offer your brand an opportunity to interact directly with potential customers and heighten your brand awareness. Set up tables full of relevant swag, like branded fans on a hot day, to encourage people to get to know you, your business, and your products/services.

Another marketing strategy to increase visibility in your community is to give back. Consider devoting a day for your business to volunteer at a local charity. This will benefit your community and benefit your business by making your brand more recognizable and positively received.

When preparing for your spring marking plan, do not hesitate to reach out for help. PivotPath offers a wide range of services to help your business spring into the season. Contact us for a consultation today!

Using Instagram/Facebook/LinkedIn as Marketing Tools

A brand’s social media presence influences 73% of those that engage with the brand. When used efficiently, social media platforms are proven to be effective marketing tools. However, many brands misinterpret their functions, which often results in ineffective marketing.

You don’t always need an account on every social media platform. In fact, this can produce adverse effects. When using Instagram, Facebook, or LinkedIn for marketing purposes, it’s important to understand that each platform delivers information in a unique way. Here are some insights on how to effectively optimize these social media platforms as marketing tools for your brand.

Instagram is an image-driven platform.

Instagram’s character limit is relatively large, but that doesn’t mean that your text should be. To maximize Instagram as a marketing tool, limit your brand’s bio and captions to two sentences. Including a call of action in your text will prompt your audience to participate in authentic engagement. Hashtags are also a great way to encourage audience participation while simultaneously increasing your brand’s visibility.  

Visual elements are meant to replace text. Use Instagram’s function as an image-driven platform to complement the message you aim to communicate with your post. Images and text should be clear, compelling, and consistent with your brand’s image.   

Instagram also has a story feature that allows your brand to post content that is visible to viewers for 24 hours. Stories offer the ability to directly engage with your audience through question forums, polls, and more. Instagram stories are a great way to enable audience participation and further your brand’s engagement. 

Instagram Reels is Instagram’s newest feature and closely resembles the social media platform TikTok. Its algorithm is currently driving more traffic than any other Instagram feature. Instagram Reels is helpful for those looking to increase brand visibility.

Facebook is the largest social media platform in the world.

Facebook has more users than any other social media platform. This poses both an opportunity and a threat: Your brand’s range of communication is highest on Facebook, but this places a great deal of power in your audience’s hands. 

Due to the platform’s considerable audience, it’s difficult to get traffic and engagement without paid Facebook advertising. With paid social, you will expand your reach and impressions while targeting specific audiences to ensure you attract those you seek to engage with the most. Bear in mind that the process to create Facebook Ads changes periodically, so be sure to review the guidelines within the Facebook Ads Manager

Facebook allows its users to post text, images, and videos. When utilizing such a wide range of features, it’s crucial to understand that the text of a Facebook post shapes the success of its visual elements. Keep your text brief and informational. Consider the who, what, when, where, and why of your message. An unclear text will confuse your audience and may cause them to deter.

Facebook was the first social media platform to introduce the “like” function. The platform has since developed by offering additional reactions to posts. This tool is especially useful when assessing your audience’s likes, dislikes, beliefs, and values. Use this information to your advantage when crafting future posts. The share feature allows users to share posts with their Facebook friends, which offers a promising avenue for increasing your brand’s visibility.

LinkedIn is the professional network.

LinkedIn operates as a professional social network. It allows users to disseminate and engage with information that advances their professional prospects. LinkedIn remains an invaluable platform for increasing brand awareness and establishing relationships with businesses and consumers alike. 

LinkedIn’s professional nature requires careful attention to credibility and expertise. Therefore, your brand’s content must evoke professionalism. This is best achieved through using both visual and textual elements together. Your text should be concise yet informative and grammatical to complement clean and compelling visuals.

The use of blog posts and articles on LinkedIn allows for even greater use of the platform in that users can highlight their expertise while increasing their reach. Make sure your content illustrates your brand’s capabilities to expand your audience, strengthen your brand’s identity, and encourage consumer and business partnerships.

Maximize your brand’s potential.

Social media has changed the way we operate both personally and professionally by providing individuals and institutions with the ability to communicate to large audiences.

When using social media platforms as marketing tools, it’s crucial to acknowledge that your content is a representation of your brand. Through understanding the functions of each platform, you can help your brand nurture audience relationships, maximize its reach, and achieve its goals. Contact PivotPath’s team of innovative creatives to help your brand maximize its potential.

Not Every Social Media Platform is Needed to Promote Your Brand

Social media is a large part of everyday life, even more so now that COVID-19 has taken away the ability to connect in person. People are beginning to rely on social media platforms to make meaningful and impactful connections.

This can be intimidating for businesses. Promoting a brand on social media is difficult enough, but relying on social media platforms for all communication with your audience is a new challenge. Many businesses are scrambling with their social media strategies, creating accounts on any and every social media platform possible. Though this may seem like a reasonable option, branding on every social media platform can be ineffective, disingenuous, and a waste of time. 

Here, we outline why you do not need every social media platform to promote your brand and ways you can effectively use social media to make meaningful connections for your business. 

Your audience is not on every platform:

Not many people have an account on every social media platform, so why should your business? Your target audience is a specific group of people. They have unique characteristics and traits, and each social media platform attracts distinct groups of people.

Facebook, Instagram, and LinkedIn are all popular platforms, but each is used for a different purpose. Most of Instagram’s users are female and between the ages of 13 and 28. In contrast, the majority of Facebook users are above 30 years old. LinkedIn users range in age, but use the platform for work and business related purposes. 

The data collected on each social media platform will help your business understand where to connect with your audience. Whether your business wants to build connections with other businesses, community members, fitness junkies, gamers, etc., it is important to find which platform(s) they are primarily on. This way, you can meet your audience on the platform they use to further enhance your brand awareness and engagement. 

You do not have the time to devote to every platform:

Creating content and a social media plan takes time and organization. Your business is working hard to cover all your bases. But, when you try to cover every social media platform, your work can become sloppy and ineffective.

Without meaningful content, your audience could perceive your communication as disingenuous and calculated. This is not how you want audiences to perceive your brand. If you are going to be spending the time creating content, campaigns, and promotions, don’t you want them to be meaningful and impactful?

Always prioritize quality over quantity on social media. To do this, you need to allocate your time to the most important platforms for your audience. This way, you can spend your time creating purposeful and engaging content that will create a brand image that is heartfelt, personable, and authentic.

How to make a meaningful social media strategy without every platform:

  1. Evaluate and research your target audience– Ask yourself, who are you trying to reach? Where is your audience spending their time while online? What kind of content does your audience seem to enjoy? Does your audience even have social media? Thoroughly research your audience and their behavior. This will help you to alter your social media strategy to include the most effective kinds of content to post on the most applicable platforms.
  2. Focus your time on key platforms– After choosing which platforms are most effective for your business, focus your time on building quality profiles and accounts. Because you have less platforms to work on, you can spend more time constructing unique and substantial content. If your business is large enough, consider creating multiple specialized accounts on the same platform. This will allow you to hyper-focus on each group within your audience to create personalized content that is more relatable and powerful.
  3. Concentrate on building connections– Your business should be creating connections and relationships, not just partnerships or associations. A focused social media plan will offer the ability to create a marketing strategy that is sincere, personable, and authentic. Whether that be by conveying similar interests, interacting with customers, or using relatable humor, audiences are more likely to interact with a brand they feel personally connected to.
  4. Do not hesitate to reach out for help– Above all, do not hesitate to ask for help! Promoting your brand can be a difficult, meticulous process. Use resources that are available to you, like PivotPath, and contact us for a consultation. Our marketing focuses on building connections and relationships. We will be sure to help your business create a brand strategy that is meaningful and impactful!

5 Ways to Promote Your City or Town to Increase Tourism

At a time when travel restrictions are implemented, cities and towns are frantically searching for ways to increase tourism.

The internet is filled with travel guides and firsthand accounts of visitors detailing their experiences. It’s more difficult to come across tips from a local—someone who knows the ins and outs of the area. Unfortunately, we don’t all have the luxury of knowing someone within our destination’s limits. Consider these five tips when communicating your community’s charm to increase tourism:

Highlight the history and culture 

Every destination has its own unique story.

Aside from the well-known attractions, consider sharing some of your community’s lesser-known treasures. This may involve obscure facts about your town’s early settlers or the spooky tale about the mansion on Main Street. A picture of these treasures with a description of their significance is an opportunity for you to highlight your community’s unique history to increase tourism.

Share your tasty tips

There’s no feeling better than a full stomach after a day of exploring.

Food largely defines a community’s culture. When promoting your city or town, be sure to discuss local dishes and the best places to try them. Consider explaining the flavor profile of the dish and the best way to eat it. With ketchup? With a root beer? At midnight? Who knows, maybe visitors will find their new favorite food or restaurant and come back for more!

Offer visitors a breath of fresh air

We all crave a breath of fresh air.

Provide visitors with the best spots to catch their breath and revel in the wonder of your community’s natural beauty. Be sure to detail the best seasons and times of day for visitors to capture the full essence of the landscape. Also, include any materials that they should consider bringing or leaving behind for their visit.

Catch your breath in nature

Suggest local stores and businesses

The word souvenir is French for “to remember.”

Tokens of remembrance can be as simple as a keychain or as complex as a scarf woven by natives. Present visitors with an opportunity to remember their visit to your community with recommendations for local stores and businesses. This is also an opportunity for you to help local businesses during these difficult times.

Local stores and businesses

Include your personal testimony

They say that home is where the heart is.

Share the little things that you love about your city or town. This may include how you love the transition between one season to another, or your favorite road to drive down in the summer. Personal testimonies appeal to an audience’s emotions. Provide insight into the small and special things that define your love for your community.

Tip: Include hashtags (i.e., #NewOrleans, #ExploringTheCity, #GetInMyBelly) and/or create a page for your city or town. This will help potential visitors easily locate your stories and recommendations.

When implementing the tips listed above, be sure to consider all audiences (independent travelers, couples, families, and seniors). By showcasing your community’s local treasures and adding a personal touch, you can offer visitors valuable information on what to experience when visiting your community.

Enlist PivotPath’s team of innovative creators to help you fulfill these tips and increase your city or town’s tourism. Contact us today for a consultation. 

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PivotPath and SQ Ingredients Break the Dietary Supplement Mold

SQ Ingredients

We partner with brands across a number of industries to enhance brand reputation and create exciting branding strategies.

Summary:

SQ Ingredients is one of the leading formulation company of dietary supplements. They are a cGMP (Current Good Manufacturing Practice – created by the FDA) recognized trusted leader in contract manufacturing for private label and Nutraceutical products. PivotPath has provided marketing services for SQ Ingredients since July 2020.

 

 

Myo Nositol

The Challenge:

SQ Ingredients was interested in creating unique visual identities for their newly trademarked ingredients. However, in the booming world of dietary supplements, uniqueness is hard to come by. They required and knew the importance of attractive ingredient logos to elevate them in the marketplace. 

The Solution:

PivotPath created and developed unique ingredient visual identities/logos for SQ Ingredients.The PivotPath team also developed sales sheets for each ingredient, providing the visual design and copywriting.

 

 

 

Carob-Sitol
fisetol

Realize your full digital potential with the experts at PivotPath. Contact us today…