PivotPath

How To Attract Students To Your Institution With Social Media

Social media is a powerful tool that, if utilized properly, can promote your institution.

Studies show that Generation Z is more connected to social media than any other generation before them. Making sure your institution has a recognizable and relatable social media presence can give students a glimpse into what life is like at your institution and potentially show them that your institution is the right fit for them.

But attracting potential students isn’t as easy as simply having an account; you need to make sure you’re appealing to the right audiences and using social media to your full advantage.  

Why Does Social Media Matter?

Social media can be an added boost to promote attention towards your institution. However, it can also be a direct way to introduce your institution to potential students. The right social media presence can have a huge impact on attracting new students and retaining current students. 

If a student sees an outdated or barely-used social media page for an institution they’re considering, it could deter them from exploring your school further. On the flip side, a savvy, fun social media presence could peak their interest. 

It’s important to be relatable in your posts, and that starts with understanding the wants and needs of your targeted audiences. For attracting students, make sure you are highlighting all the best features of your institution, social events and campus culture. All students know what a typical institution is like, so what makes yours recognizable? What makes it stand out?

Making sure your social media presence is recognizable and engaging can help your institution stand out to potential students. Beyond attracting students, using the stats on social media can help you determine if you’re reaching your target audience. It can also show you how many people are interacting with your posts and if your social media strategies are effective.

What’s the Best Social Media To Use?

The three main social medias that will give you the most traffic are Twitter, Instagram and Facebook. But how can you use them? What’s the best strategy for each one? 

1. Twitter

Twitter is great for written content as well as sharing others’ posts. Use Twitter to livetweet campus games and use hashtags to increase engagement and visibility. Use a LiveTweet App to create a Twitter wall for your events to show potential students what others are saying about your institution.

2. Instagram

Instagram is one of the most creative and customizable apps to attract students. This platform has a ton of features that can help your institution. Features such as Instagram highlights and stories can make information about your institution more accessible. The photo grid on each Instagram account creates the opportunity for you to craft a unique look to attract new students. 

3. Facebook

Facebook should be the most professional presence you have out of all the social media platforms mentioned. Studies show GenZ doesn’t use Facebook as much as older people do, but that doesn’t mean it’s not important.

Even if your content doesn’t reach a potential student on Facebook, it may reach a parent or relative. It’s generally a good idea to share your Instagram posts to Facebook to make sure you’re reaching all your audiences.

Facebook is a good social media for older adults.

4. TikTok

TikTok has the potential to be a great social media platform for institutions because of its “For You” page. The “For You” page uses an algorithm to show the user videos similar to ones they’ve interacted with. It can also show content related to topics they’ve shown interest in. TikTok’s algorithm may help you reach your target audiences quicker. It also means you don’t need to have tons of followers for your video to gain views – giving your institution more visibility.

Not all social media is created equal when it comes to reaching your targeted audiences. It’s worth noting which ones may not be the best platform for your content.

  • Snapchat

Although this is a popular social media platform, your content isn’t accessible to people who aren’t following you, making it harder to reach potential students. Instead, try adding geotags for people to use when they’re in the school’s vicinity. 

  • Pinterest

Research shows that Pinterest is popular with older generations. While some older adults go back to school, it usually isn’t your target audience. Pinterest is also not ideal for content creation.

  • Tumblr

Tumblr isn’t as commonly used as other social media platforms. While it may work to use as a website to promote a service, using a similar photo-sharing app like Instagram will generate more engagement. 

How Can You Promote Engagement on Social Media?

Promoting engagement on social media can help your page gain more traction, and with more followers comes a more recognizable presence..

To promote engagement, make your page as interactive as possible. Instagram stories are a great way to pose questions, create polls or quizzes and interact with your followers. 

Giveaways on social media for school swag are another way to promote engagement. Try making some rules for the giveaway that will increase engagement. Ask followers to tag a friend in the comments or add the post to their story. 

Using hashtags can help get your page on more screens, but be weary of having too many in your captions. Use a few simple hashtags at the end of the post or incorporate them into the caption itself to make it look more aesthetically pleasing.

Gen Z uses social media more than any other generation.

Features To Take Advantage Of

  • Twitter/Instagram Polls

Polls are a great way to promote engagement. You can use the poll feature to ask institution-relevant questions, such as whether your team’s going to win the next game. However, to attract new students, make sure to keep some questions more broad to keep potential students involved.

  • Live Videos

The live video feature is on multiple platforms and is a great way to show prospective students what your school is like in real-time. Whether you want to record a game or other campus event, use this feature to highlight campus culture.

  • Instagram Highlights

Instagram Highlights are a convenient way to organize and archive past Instagram stories. You can use this feature to give a potential student a quick way to access information. Take some time to make well-designed stories that highlight all the best parts of your institution and answer some FAQs. Be sure to keep your Instagram highlights up to date.

There are benefits and drawbacks to any social media you may choose, but each post is a chance to attract a new student to your institution. If you’re looking to create a Real, Recognizable and Relatable social media presence to attract more students, PivotPath can help! Check out our social media management services here.

Alison Roller is a recent graduate of the West Chester University of Pennsylvania where she earned a B.A. in English with a minor in journalism. When she’s not writing, she can be found wherever her cats are. Check out her LinkedIn profile here to connect.

5 Ways on How Podcasts Can Boost Your Brand

This year, about 155 million people listen to podcasts every week. Podcasts are transforming how people gain and retain information. You can listen to podcasts while exercising, driving to work, or simply listening for leisure. Now that you have that in mind, it is important to understand how this form of digital marketing can boost your brand.

What is a Podcast?

A podcast is an audio program that consists of a series of episodes that discuss a particular topic. For instance, that can range from either lifestyle, religion, politics, social sciences, etc. You can subscribe and listen to a podcast on your phone either through headphones, through speakers, or in your car.

Developing connections with host speakers build your credibility when using podcasts.

Many podcasts are quite familiar with how they sound due to their conversation-like style of speaking about a focused topic. Digital marketing continues to rise with the use of social media, videography, and SEO. In fact, podcasts are reshaping the art of storytelling by showing audiences that conversations are powerful. They are designed from an idea or passion to draw attention and inspiration. Essentially, implementing podcasts into your marketing strategy can help gain more prospects for your business and boost your brand awareness.

So, what should you consider when choosing to go on a podcast platform?

Before creating any type of marketing strategy, it is important to identify your buyer persona.

  • What are their personal interests? 
  • What do they need to know about your business’s missions and values? 
  • How will podcasts help serve your customers’ needs when they engage in your content?
  • Why would they want to listen to your content?

Identifying and researching the characteristics of your buyer persona is vital when crafting a podcast to ensure that your content will be engaging and beneficial to your audience and to generate leads.

So how do podcasts boost your brand?

1. Helps Personalize Your Brand

Inevitably, your main pursuit when beginning to create your podcast is to build relationships with your customers – which includes building trust. Uploading an informative series relating to your products and services helps your audience get a better understanding of your brand’s personality. Also, podcasts help represent who you are to the world. Podcasts are highly engaging which breaks the monotony of overloaded information.

  • You can break the monotony of overloaded information by allowing guest speakers onto your platform to discuss topics that represent your brand.

Podcasts are highly interactive because they convey a simpler and direct message to your audience with the means of storytelling altogether.

2.  Grows Thought Leadership

When delivering a message to your audience about your experience as an entrepreneur, it is vital to establish credibility on how you have executed your passions. Podcasts are beneficial to grow you as a thought leader when sharing your insights to your audience. Conveying topical information to your audience that is tied with well-researched evidence of building your business shows that you are able to provide helpful resources for your audience. 

Podcasts create relatability between hosts and the audience.

3. Builds Consistency and Awareness for Your Brand

Implementing podcasts for your brand creates a sense of community and awareness about where you stand to make your community a better place. When presenting your content, your audience connects to the authenticity you display to them. That said, using podcasts helps build a relational connection with your brand. Adding podcasts to your marketing strategy boosts your brand awareness by clearly having your voice heard about your passions for your business and customers.

4. It’s a Growing Media Platform

In light of the COVID-19 circumstances, many companies are resorting to audio and video platforms for their audiences to learn more about who they represent, and to educate their audiences on their missions as a business. Since podcasts are another medium of digital marketing, you can use them as an alternative for storytelling. Hypothetically speaking, say if your business does not have the equipment to shoot a professional video, using podcasts is an inexpensive approach to distribute your storytelling content. This is done by using high-quality audio software to record your “conversation-like” content. You can then promote episodes through a variety of distribution channels such as Apple Podcasts, Spotify, or Google Podcasts.

5. It’s Simple to Setup

Setting up a podcast is not complicated, thank goodness. To set one up, all you need is great WiFi, high-quality earphones/headphones and a microphone, and a good audio editing software.

Second, create cover art and clickable subject lines that appeal to your audience when they are searching for topics to listen to.

Last, outline a decent and organized script that sounds conversational, relaxed, and informative. Not only are these steps simple, but they are also inexpensive when you are branching out a new marketing strategy to promote your brand.

It is important to understand how podcasts have grown through the use of smartphones.

As technology continues to advance, it cannot eliminate the human element of connecting with your audience. Using podcasts boosts your brand to appeal to your audience personally which lets you focus on why conversations matter. Using podcasts effectively helps execute your goals to serve your prospects, customers, and audiences altogether.

  • Discover how PivotPath can boost your brand identity with its brand strategy development here.

Your audience is the heartbeat of building your business success. Reaching them through a portable and mobile-friendly medium boosts your brand and grows your target audience demographic. Inevitably, how you sound to your audience makes a lasting impact on how your brand is perceived. Expand your research on podcasts to see if it can best fit your marketing strategy needs, to become a better storyteller and thought leader for your audience.

Thalia Rodriguez is a Communications major with a double minor in marketing and professional writing at Grand Canyon University. When she’s not practicing writing, she can be spending time with family and friends, going on hikes, or cooking delicious plant-based dishes. Check out her LinkedIn profile here to connect.

Why Branding Should Be the Focus of Your Social Media

In the world that we live in today, almost all businesses use social media channels to promote their brand. What are some social media channels you utilize that build your brand awareness? Are you using them effectively? Using social media to grow your business helps consumers remember you and your brand based on what you present to them. This is why understanding the tools of different social media platforms help you to focus on letting your audience know who you are and what your business stands for.

Watch the video for tips!

Social media is a vital tool to get the word out about your business.

Inevitably, social media is the heartbeat of our digital marketing world. Thus, marketers use social media to increase brand awareness and grow their consumer base at an accelerated rate. Your business thrives on what your customers perceive about you. That said, how you design and present yourself through social media is a key factor in how customers will remember your brand.

How can you use social media to know who’s interested in your brand?

First, it is important to establish your marketing goals before thinking too ahead of your social media presence. It is important to understand the “why” behind your social media platforms because this will impact your overall brand. Here are some useful benefits of using social media.

  • Measures your key performance indicators (KPI).
  • Gives you a platform to connect to your growing audience.
  • Provides user-generated content.

These are a few tips on how social media can measure your consumer base as you execute your marketing goals. In addition, they help serve you to bring awareness of what is trending on the market.

How can you use social media to promote your brand?

Be active on social media.

When using social media, it is imperative that you are consistent with the content that you post. Posting on a daily basis tells your customers and audience that you are active and it makes you stand out from your competition. No one wants to follow a business that rarely posts content let alone interact with its consumers. Also, being active daily gives the opportunity for consumers to reach out through direct messaging. They can reach out on anything regarding their consumer needs/wants and questions about your products or services. Choosing to be attentive to your customers’ needs will help set you apart from your competitors.

Grow your consumer base by answering their questions on social media.

Focus on how your design attracts consumers.

What attracts a consumer, when scrolling through a business’s social media page is its design. Your design should ultimately represent what you are selling to your audience. It has been proclaimed by interior designers, artists, and color psychologists that color absolutely affects moods.

  • Does your color scheme match your brand’s values? 
  • What type of mood or emotions do you want to demonstrate to your brand? 
  • Does the design complement the mood of your social media page?

In short, these are a few questions to consider when forming the layout of your social media pages. Consider how your business’s values can influence your graphic designs on social media.

So, why should you focus your branding on social media platforms?

We live in a world where we are constantly connected to many different networks. In the business world, social media networks are a valuable asset to build on your communications with prospective buyers. In this case, using multiple social media platforms helps build your brand identity so that other networks notice your business.

Having a strong social media presence establishes credibility.

When a consumer is looking into buying anything of good quality, it is important that factors of trust are established between the business and consumer to influence the purchase of that product or service. That said, having a professional presence on social media establishes credibility on your end as a business.

Standing to your missions and values and actively participating in those factors are noticed by whom you are trying to reach. When posting content for your audience, remember that you are also representing your company’s values. So, everything that you demonstrate through your social media platforms represents your organization’s efforts and overall brand.

Having a strong social media presence makes your brand recognizable.

Today, some brands that are recognizable in social media are GoPro, Nike, and Spotify. They implement effective strategies on each of their social media platforms that influence their consumers’ future spending habits. Here are a few tips on how to make your brand more recognizable to various audiences:

  • Use multiple accounts for different audiences.
  • Do research on which platform is geared towards different age groups.
  • Choose one platform that can build on customer service.
  • Again, stay consistent with your social media accounts.
  • Tailor your tone and voice that fit different social media platforms.
Did you know that 81% of small and medium businesses use social media platforms?

Knowing the similarities and differences of each social media platform gives you strong awareness of whom you should reach that fits your buyer personas. In the world that we live in today, social media networks are one of the fastest-growing industries. It’s important that your business uses social media to gain the following network. We access information at our fingertips which revolutionizes how we perceive our networks. Posting sharable and valuable content helps your audience understand what you stand for. By doing so, it helps create lasting connections with your consumers that increase creative and effective strategies based on what your customers want out of your social media pages.

  • Check PivotPath’s services on how we can boost your social media branding.

Always strive to learn different effective marketing strategies that increase your brand awareness in an influential and impactful way. 

Thalia Rodriguez is a Communications major with a double minor in marketing and professional writing at Grand Canyon University. When she’s not practicing writing, she can be spending time with family and friends, going on hikes, or cooking delicious plant-based dishes. Check out her LinkedIn profile here to connect.

How Can Artificial Intelligence (AI) Improve Marketing?

Did you know that 23% of businesses use artificial intelligence (AI) into their services? AI is one of the greatest innovations in marketing while enabling the ability to quickly meet your customers’ needs.

AI improves user interaction and the personalized experience.

It is evident that AI provides many research opportunities that go beyond what the human mind can absorb. It seeks information about different marketing segments at a specific time range. Also, AI is the development of multiple computer systems that require human intelligence. It computes and navigates algorithms that foster problem-solving skills, visual perception, speech recognition, and translation between languages.

There are many benefits of AI and how it improves business-to-consumer (B2C) experience. AI allows businesses to market more effectively and efficiently. Here are a few points to consider:

  • AI helps businesses build their marketing strategies at a simpler yet effective rate.
  • It helps answer marketing’s most complex questions.
  • It serves customers to have more control over what they want to search on a web page.

Digital Platforms that Implement AI Boost the Marketing and User Experience

The internet has revolutionized society by enabling individuals to have access to unlimited amounts of information. This broadens the door to global communication and ultimately changing how consumers and businesses communicate. Before getting into the heart of AI, it is important to understand how digital platforms evolved marketing strategies.

In the business world, the internet has transformed distribution into an e-commerce industry. This is where people can easily navigate and purchase items online. This also includes recommendations, web design, and customer interaction when users are new to an e-commerce website.

How Can AI Increase User Experience (UX)?

In today’s digital world, capturing the attention of consumers is of the utmost importance. With the introduction of AI, marketers can create personalized experiences for potential leads. For example, on a business website, design teams can implement user experience (UX) technologies such as personalized landing pages or heat mapping.

AI is enhancing websites to become more valuable and more personal for users than ever before.  AI’s goal is to provide complete control for the user. Better control shows sharper preferences on social media platforms and the influence of their future spending choices.

The marketer has complete control over how an algorithm will advance their website’s tracking efforts.

AI goes beyond search history, saved sites, and the like of a post that will lead users to view similar posts. In addition, AI helps boost marketing by improving search engine optimization (SEO). By boosting SEO, it helps businesses target their buyer persona. Also, AI uses speech recognition and content recommendations to better personalize UX. Today, users see AI take over in many of their social media platforms. For instance, ads that correlate with their likes and/or interests on a certain topic or product of their choice is a branch of AI. There are a few points to consider in which AI is transforming how we see marketing-related topics.

1. AI Personalizes Pages and Recommendations

In this day and age, many consumers prefer to have a more personalized user experience. Rather than taking more time to search the web page for an answer, users want answers that are quick and reliable. AI is a useful tool for many well-known companies since it predicts the spending habits of its customers.

For example, Amazon uses AI to tailor specific preferences of a consumer based on their previous spending habits. This generating tool helps customers have a simpler and quicker browsing time when purchasing products.

  • So next time you are browsing on Amazon, your customized experience is all due to AI

Essentially, when marketers implement AI into their marketing strategy the end goal is to reach the needs of the user based on their preferences. 

2. AI Pursues Customer Interactions: Chat Rooms

Understanding the needs of your customers is vital for the productivity of your business. Chat rooms are more prevalent on many websites because it creates a more interactive and user-oriented experience. AI revolutionizes chat rooms that provide essential information to answer a user’s questions. AI pulls information through its installed algorithms that can provide automatic responses to FAQs.

Businesses can benefit from this tactic because it builds trust between the user and the website. For instance, the needs of a user include that they are being heard and taken into account to help their purchasing decisions on a website.

The bottom line is that your business needs to ensure a user’s trust. Your business can tailor an algorithm that provides helpful answers for users while assisting them in making essential purchasing decisions. 

How Does AI Improve Marketing Research?

AI improves marketing research by saving time and money by helping marketing researchers perform their jobs more efficiently. AI saves time by using algorithms to create a data analysis of consumer needs.

With generated natural-learning processes that are implemented in AI, marketing researchers have a sharper scope on their marketing research. By having a sharper scope, it provides a better understanding of who the target market is. When having sharper information about a certain segment, it helps marketers build better marketing strategies that best fit the segment’s needs.

AI quickens marketing research at an effective rate.

How Does AI Improve Pricing Strategy?

Also, it is important to note that AI helps predict dynamic pricing. This helps marketing researchers to understand better strategies when it comes to product pricing and placement that best fits their tailored persona. Knowing what users and consumers wish to buy is important to build your business brand and increase profit.

In order for AI to thrive in tomorrow’s leading innovation, it is important to understand how algorithms are either benefiting or hindering your marketing efforts. The goal of pursuing AI is to ensure that it will be a useful tool to advance customer experience and business relationships. With that in mind, implementing useful technology such as AI serves as a useful tool to strengthen your business’s goals to better your customers’ needs. 

Thalia Rodriguez is a Communications major with a double minor in marketing and professional writing at Grand Canyon University. When she’s not practicing writing, she can be spending time with family and friends, going on hikes, or cooking delicious plant-based dishes. Check out her LinkedIn profile here to connect.

branding

6 Things You Need to Craft the Perfect Brand Strategy

Have you ever tried to find your way around a new city without a GPS or map to guide you? My guess is that you haven’t. It’s nearly impossible to reach your destination if you have no idea how to get there.

Brand strategy guide
A good brand strategy is like a map for your company

A great brand strategy clearly lays out the path towards the company you’ve always dreamed of. However, getting your business widely recognized and appreciated isn’t always quick or easy. It takes time to create a brand as instantly recognizable as Nike, McDonald’s, or Coca-Cola.

That’s why you need to create a long-term brand strategy before you take any other steps with your business. A solid plan and vision can help guide all of your business decisions, build a loyal customer base, and pay dividends in the long run. Here are a few key steps in developing a brand that will turn heads and command attention.

1. Realize Your Brand’s Mission

Every company in the world exists for a purpose. When entrepreneurs notice something lacking in the world and believe that they can address it with a useful product or service, a business is born.

For example, the founder of the shoe company Toms noticed that a startling number of people in third world countries lacked access to adequate footwear. He created a company which sells a high-quality product, but also donates a large percentage of proceeds to struggling communities around the world.

Before you can bring your product or service to market, you need to understand the fundamental need it fulfills. Does your product help people in your community? Is it eco-friendly? Is it an updated version of an old classic? Telling the story of your product and fostering emotional connection between you and your customers can build your brand faster than you might think.

2. Identify Your Buyer Persona

Your buyer persona, or target audience, is the demographic which you believe will be most interested in your product or service. As you build your brand and start to tell your story, think of the buyer persona as the protagonist in the story. What are the common problems they face? How can your product swoop in and save the day?

For example, let’s say you live on the West coast and want to start a food truck called “Franks ‘n’ Steins,” which sells flavorful bratwursts and cold alcoholic beverages. Would you be more successful selling to people vacationing on a sunny California beach, or to suburban families in rainy Washington? Most likely, your target demographic would be young adults in a livelier atmosphere. At the beach, people spend hours lounging outside and are more likely to get hungry and thirsty. Understanding the specific needs and behaviors of your customers can establish your brand and bring your company closer to success.

The importance of buyer personas in branding
What are your customers hungry for?

3. Research Your Competitors

You’re probably thinking: why would I want to get to know my competitors? Aren’t they trying to win over my customers? The answer is Yes! – which is the reason why it’s so important for you to do your research.

When you visit the web pages, blogs, videos, and email lists of your competition, you’ll get a better overall understanding of the choices your customers are making when they search for your product or service. By carefully studying and comparing this data, you can learn about the areas where you are doing better than your competition and double down on those.

On the other hand, it’s just as important to figure out where exactly you can improve. Figure out what your competition excels at and why. Use this information to your advantage and create a niche for your company. You don’t want to be too similar to everyone else, but still make sure you provide exactly what the customer is looking for.

4. Develop a Unique Style

Ever heard the phrase, “Don’t judge a book by its cover?” Well, that is precisely what your customers do every time they visit your website, read your emails, or scroll through your content on social media.

In this digital age, people are always watching and paying attention. One of the most imperative steps in creating a brand strategy is to create a unique look for your company. Eye-catching logos, brand colors, and layout choices can make or break your content, even if it’s extremely helpful or interesting.

Imagine McDonald’s without the golden arches, or Disney World without the iconic castle: it’s nearly impossible. When done correctly, a logo can take on a life of its own and carry a legacy that reaches beyond the company itself.

Multi-channel marketing
How do you search for products and services?

5. Plan a Multi-Channel Marketing Campaign

All of this marketing jargon might sound overwhelming to newbies, but simply put, a multi-channel marketing campaign utilizes a variety of outlets to share content. Companies of all sizes can benefit from coordinating a strategic calendar of content to regularly share on different channels. This not only engages your audience with your brand, but it educates them on your products and services. Customers will also be kept up to date on the exciting things your company is doing in the community.

Here are just a few examples of channels you can use to reach your audience:

  • Social Media
  • Websites
  • Email
  • TV Broadcasts
  • Newsprint/Media
  • Radio
  • Word of Mouth

Multi-channel campaigns are beneficial because there are so many different ways to communicate. Mostly everyone has a phone in their pocket, but they also watch television, listen to the radio, and browse the internet on their laptops.

It’s important to remember that quantity doesn’t always go hand in hand with quality. Just because you can post through a certain channel, doesn’t always mean that you should. Instead, you should be strategic by learning about which channels your audience utilizes most and reach them that way.

For example, let’s say that the typical buyer persona for your product is a preteen or teenager. It would be wise to steer clear of newspapers and radio to target popular social media channels such as Instagram and Twitter.

6. Be Flexible & Consistent

This final step may sound broad, but it’s the most crucial action you can take in crafting the perfect brand strategy. There’s so much competition in the world. You’ve got to be resilient and willing to try out different tactics to reach your idea of success.

When starting a company, it can sometimes be easy to think of it as your brainchild. You’ve brought something new into the world and you want everyone else to love it as much as you do. Unfortunately, that won’t always be the case. Your company could end up growing into something you might not have expected: and that’s okay!

Grow as You Go

Often, the way that customers and competitors interact with your company can be one of the biggest influences in how you decide to shape your brand. Let me give you an example. The globally renowned company, Coca-Cola, was started by a pharmacist who believed the drink he concocted had medicinal properties. However, people started liking the taste of the drink so much that it was fully re-branded into a refreshing soda company. The rest is history.

Don’t be afraid to listen to what your customers are saying. Aligning your niche with their needs will never steer you wrong, even if it isn’t quite what you expected at first.

While the business world is ever-changing to meet the dynamic needs of consumers everywhere, business owners can always count on the timeless value of a reliable product with an emotionally charged story. Thinking like your target demographic is a quick, valuable way to evaluate how your brand can better fit the needs of your customers and become a household name. Alternately, it’s important that you as a business owner feel fully invested in the mission behind your company. Building a strong, long-term brand strategy up front can be the difference between failure and success.

Cammie Conn is a Theatre & Performance Studies major at Kennesaw State University, and also studies through the Joel A. Katz Music and Entertainment Business Program. When she’s not practicing creative writing, she can be found playing her guitar, reading voraciously, or jamming to her vinyl collection. Check out her LinkedIn profile here to connect.

 

[Infographic] Branding Woes: How to Pivot, Tackle and Excel

Over the weekend – (aren’t you glad it’s Monday?!) I’ve had eight conversations about personal and business brand marketing. Many young professionals like myself are slowly but surely redefining themselves, discovering the hidden talents and passions we now refuse to tuck away from the world.

“Find a good job that makes good money and stick to it!”… Thanks for the advice, Mom – but Why?

We no longer live in a time where you must choose one career path with the sole motivation of monetary gains. With the world more interconnected than ever, professionals are rediscovering their paths, and rebranding their identities to do what gives them an element money can’t entirely provide: A sense of Purpose.

Now, I won’t go on a tangent about money-motivation or the psychology behind the state of “Purpose” (unless you’ve got an extra 30 minutes to spare). However, I do want to touch on 3 key ways to define or redefine your personal or business brand. Whether you’re an existing business owner, nonprofit founder, or an aspiring entrepreneur, take a journey with me on how 3 steps to strategically position and market your brand.

To commence the redefining stages, you must have an understanding of Marketing 101 (or at least Marketing 99C).

Ask what marketing is and most people will say it advertises a business or service: It sells things.

Marketing sells things. That is true. Advertisers can spend millions of dollars trying to overcome the fatigue with evermore flashy campaigns, but it’s futile if it feels inauthentic.

To overcome this, we need to rethink marketing. What is marketing, beyond traditional advertisements?

Marketing is the art of persuasion, the spark of inspiration, and the connection between a company and the world.

Marketing is the language of engagement between your brand and your targeted audience. It tells a story. This brings us to the first element.

To commence the redefining stages, you must have an understanding of Marketing 101 (or at least Marketing 99C).

Ask what marketing is and most people will say it advertises a business or service.

It sells things. 

Marketing sells things. That is true. Advertisers can spend millions of dollars trying to overcome the fatigue with evermore flashy campaigns, but it’s futile if it feels inauthentic.

To overcome this, we need to rethink marketing. What is marketing, beyond traditional advertisements?

Marketing is the art of persuasion, the spark of inspiration, and the connection between a company and the world.

Marketing is the language of engagement between your brand and your targeted audience. It tells a story. This brings us to the first element.

Step 1 Discovery: Who are you reaching or trying to reach and why?

In order to market something people want, you must understand who they are and what they need. We start by carefully defining your target audience; the narrower the focus, the faster the growth.

Have you identified the problem you set out to solve? What motivated you along the way to perfecting your brand? There’s your master key. After you’ve determined your audience, you’ll be propelled to the next phase:

Step 2 Storytelling: Don’t create a pitch, tell a story

In the world of startups, pitches are essential to inviting funding opportunities from investors; but it is the power of storytelling that supercharges the pitch.

Crafting a message that translates your brand is essential to aligning with your targeted audience. The audience probably won’t remember your years of experience, your amazing accomplishments or other fun facts, but they will remember your story. They will remember the value your brand can potentially bring to them. That’s when you reel them in.

Step 3 Connection: How will you connect your content and drive action?

By humanizing your brand, people to want to learn more. Connect your customers with your “must have” products and service with a single call-to action. Embed this messaging in the resolution of your story. “Contact me for a consultation.” or “Learn more about our services” are just a few.

Discovery. Storytelling. Connection. Ready-Set-Go! Now it’s time to retain and grow. After giving your audience a reason to connect and consume, focus on creating loyal, passionate customers of your brand. Keep your CRM (customer relationship management) processes on point by keeping in contact with leads and prospects.

Emails (please not too many or your open rate might decline), events, phone calls, “thank you’s”, special offers, follow-ups, magic moments, and cards with a personal touch etc. that occur constantly and automatically at defined points in the pre-sales, sales and post-sales process. Bring back those dormant contacts and don’t stop showcasing the value you bring (or can bring) them.

Overwhelmed by the thoughts of the rebranding journey? Don’t freight! PivotPath brand development services are perfect for brands at any stage. Contact us today for a consultation on how we can help you!

[Infographic] The Power Of Psychology In Marketing

Human behavior is fascinating. Especially when it comes to human behavior in Marketing.

As marketers, we employ several psychology principles and apply them to influence and compel the buying decisions of the consumer.

There is so much written out there in terms of psychology and marketing, moreso now in the age of digital marketing.

In this article, we discuss a few basic (but powerful) behavioral principles that are relevant to this day and age.  

Part of being a great marketer is having the ability to go beyond basic demographics and segmentation to understand why people behave the way they do. So how do you exactly compel your audience to engage and buy? 

FOMO or Fear of Missing Out 

Nobody likes to miss out, or feel out of place. Once this feeling kicks in to a customer, it compels them to make a purchase or a buying decision. This principle is one of the most  common marketing ploys used to capture the target audiences’ attention. Phrases like: “ 3 people are looking into the same rooms in the Bay Area, only 2 rooms left – Book Now”. Or “Free gift box to our first 50 customers – sign up now!” , “Only 2 seats left, book your trip now.”

In terms of content marketing, try to get people’s FOMO by creating gated content or exclusive memberships. Have your existing audience share the content to their friends as a way of letting them know what they are missing out.

get your audience to sign up to join your community with exclusive membership benefits such as free monthly webinars. or an interactive community forum that has a plethora of useful resources. Humans beings are social by nature. the need to belong and to be in the know is an instinct.  

The Social Proof 

Everyone wants in on it. And in works in conjunction with FOMO if used correctly. Getting someone you trust to influence your followers is a way to catch serious FOMO.

According to B2B partners, “Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect the appropriate behaviour in a given situation.” 

And just like FOMO, it compels customers the urge to conform. 

Partnering with a well-known blogger in your market niche is an effective way to persuade your market that your content has the credibility and authority. It is endorsed by someone who is an expert in your market.

For example, if you are a digital marketer and want to sell your SEO and content marketing services, you can try to reach out to well known influencers such as Neil Patel: one who can deliver the last word about Digital Marketing. Once your audience sees that you are endorsed by someone influential, they follow suit. Thus increasing traffic, and followers. 

Another way to boost your traffic would be to ask your popular customers to post testimonials on your website and Google for Likes, Shares and Tweets.

Authority 

Become an authority in your market niche by creating content that compels and appeals to human needs and emotions. It can certainly add to the credibility and trustworthiness of your brand’s presence.

For example, going on Facebook Live and doing a live demo session of trying out different types of face creams, or cooking a pie or a dish ( 5 Sunday Brunch Ideas Your Family Will Love). Or a whiteboard session of How to Effectively Budget Your Salary Every Month – can do wonders to your website or account authority.   

Another way is to title your content with your weakness. Really? Weakness? Have you ever read a blog post such as “ How I Failed My 25 Year Marriage”. “ Why I Quit College”, or something similar? Admitting weaknesses can be a tactic on getting your target audience’s attention because admitting a mistake or a weakness is just being human. 

A lot of people can relate. 

Sharing stories that resound to other people’s experiences is a great way to boost conversions. “ How I Lost 80 lbs. In 6 Months”, “: How To Get Over Your Ex.” Being as relatable as possible puts you at a better authority position to your audience.  

Reciprocity

Audiences respond more when they are given a freebie without asking for anything in return: psychology. Or so they think. Free samples and teasers are the best ways to use the reciprocity principle. What people do not know generally is that they have already given out their information, such as their email address.

From a business’ perspective, offer free downloads or free white papers of useful content. This will give the impression that you are offering your website visitors something of value at no cost from their end. Once they are inside the loop, they continue their customer journey by subscribing to webinars, answering surveys, and signing up for weekly webinars.

Extra note: send Thank you’s and Holiday greetings to your audiences as part of an email campaign. It is a great way to send assurance that they are appreciated. Providing free features or product boosts for free at some point in the engagement will nail customer loyalty- especially when you ask them to share your content to their social media accounts.  

The power of understanding human behavior in marketing does not mean you need to take a psychology course – instead by putting yourself in your audience’s shoes is a great first start. Ask yourself, what do I need, or what I want as a consumer, then think of the ways how your products and services appeal and resound to you and apply it to your own audience. It also helps to take a look at how your competitors use psychology of human behavior in their marketing to help you reposition your strategy. 

Digital marketing is not just about making a sale. It’s about inculcating to your audience some subtle cues about your products. A daily post about wellness, or a simple motivational quote – even without a product/service endorsement can go a long way as boosting your website traffic and maximizing conversions is all about how you engage your audience and how long you engage them for.  

Do you have other psychology concepts that you use that are effective? Share them here in our comments and let us know how it worked for you!  

Is your Content made of the Good Stuff?

How to create content that people want to actually read.

Creating quality content is a feat, it takes time to research and be creative with word to capture the target audience.  There is a lot of content out there – some with catchy and interesting titles but lacking in substance. Readers end up leaving the page even before they go through the entire post  – most likely because it just contains fluff, or you end up reading a sales pitch. 

So how do you capture the attention of your audience? One of the basic components of  good content is trust building between you and your audience. It starts by curating good content the reader would want to read – to either educate, inspire, motivate them. If you consistently provide quality, there is no need to hardsell – instead you have people going in to your sales pipeline effortlessly.  

Part of our advocacy is quality content. Here are our thoughts on how to create content that inspires loyal followers. 

Do your Homework 

Get your facts straight. Doing research is part of due diligence when writing good content. It isn’t just about sounding credible and trying to be an expert on a certain topic, as readers can spot pretentious writing a mile away. Instead, focus your energy on conducting thorough research on your topic. 

Here are some aspects you can include when researching:  

  • Learn more about your topics by surfing the web. Use the right keywords by searching and entering in the exact information you seek. For example: “How to rank on Page 1 on Google”, the more specific your keywords, the greater chances you will find relevant content  
  • Most relevant content is found on the top 3-5 pages on the search engine page results or as what internet marketers call “ the golden triangle”. So start from there. Read, and determine the scope of the topics covered on the article- and create an outline from the ideas that you get, and add your own. 
  • Once you have your outline, start adding your thoughts on the topics. Work on a catchy title, and catchy subheadings as well. Look into your competitor’s pages too and see how you can outrank them in terms of content.  
  • An important note, when you want to share statistics, facts and case studies to support your claim, ensure that these sites are given credit by backlinking to them. 

Catchy Titles and Subheadings 

We have all grown accustomed to attention grabbing titles online. It is always wise to invest time coming up with one. Titles represent a short description of what the content is all about – and of course you have to stay true to the title. Nothing disappoints a reader when they realize the post is not what they expected. That goes back to the building of trust between you and your readers.  

However, just because super creative titles are trending, doesn’t mean you jump in the bandwagon and copy the ones you like. Instead, get inspired and create unique titles of your own until you get it down to the perfect length; also, ensure it accurately represents what you are actually writing about.  In this article, we titled it “Is your Content made of the Good Stuff?”. However, other options could include:  

  • Quality Content: Are you doing it? Yay or Nay 
  • What Makes Up Good Content and Why People Want to Read 
  • How to Create Content People Care to Read
  • Free Guide: How to Write Quality Content to Gain More Followers 
  • 3 things you can do to make people read your content

And the list goes on and on. Of course, with titles you have to remember to Keep it Short and Simple, yet describes your article as accurately as possible. Also, most CMS like WordPress have a limit on the number of characters per title so ensure that you have title optimization in mind. Ensure your blog post title is no more than 60 characters.

A good title also depends on the emotions or behavior you want to evoke from your readers. Do you want them inspired and motivated? Do you want them to stay informed? What is the end goal of creating the content? Is it to get more social shares, to gain more followers, have them subscribe to your email list? Do you want them to purchase your product? Sign up for a webinar, etc.. Once you have determined the goal, ideas will flow.  Otherwise, people drop off your page and do not revisit your content again. 

Notice that most internet marketers use titles that immediately present what the reader can benefit from when they read your content. Take for example the title, “ Free Guide: How to Write Quality Content to Gain More Followers” or  “Be the next top blogger online: 3 things you can do to make people read your content”. These are titles that offer value proposition from the start of the article. 

Subheadings help organize your ideas throughout your article, so make sure that your content is optimized with subheadings that keep the readers remain interested. Also, subheadings provide navigation especially with long articles, and make your content SEO-friendly. 

Lastly, if you are running out of ideas, you can look into blog title Generators online. They are free and easy to use and is an effective guide to creating an SEO friendly title. Some blog title generators like Hubspot title generator are good resources for validating titles you may have in mind, and help optimize 

Make it SEO friendly 

Does it matter? Yes, and your readers may not notice as they read through the article that it has been optimized for SEO. Ensure that you have a list of secondary keywords and latent keywords to use all throughout the article. Aside from the major keywords you want to rank for of course.  

To structure your content in the most SEO friendly way, start with an optimized title. Continue on to optimize the sub paragraphs and subheadings, making sure that you do not veer off course the topic, as you group thoughts ideas and concepts into a bulleted, numbered or indented manner.

Also use proper grammar all throughout. Tools like Grammarly help you fine tune your spelling and language, and at the same time  improve your Readability score on CMS platforms WordPress.

In addition, the use of transitional words such “as” “such as”, “however” ”and” “in conclusion”, “moreover”, etc. helps organize paragraphs and optimize it for better readability. You can look up lists of transitional phrases online to use as a reference when you write your content.  If you are using the Yoast SEO plugin, then chances are, it will require you the use of this in most parts of your post. These phrases help link ideas together and keep your posts organized.  

For the rest of the content, keep your readers engaged by writing in a certain tone that appeals to most audiences. Make them feel you are talking to them directly, and set the tone that the article is about them, not you. How they benefit, what can they can out of it and how they can improve out of it – If you are writing it essay-like on boring topics such as the ‘potato famine in Ireland” – make sure it still resounds to the current times and what can everyone learn from it. In short, keep them engaged and interested.  

According to Neil Patel a good length of an article starts with 500 to 1500 words. Since Google likes content rich pages, ensure you update your posts until it reaches 2000 or more, keeping in mind to optimize sub-headings accordingly and use internal links for added reader benefits.  

Creating good content takes time and effort but it should be something that you enjoy doing and have a good grasp on. Nowadays, it is not only what you write about but also how you write it. By keeping in mind the to maintain the integrity of your topic, optimizing the title and the entire contents of the article and making it SEO friendly, you can be on the right track to getting more likes and shares on the articles that you share.  Remember, social media traffic is just as important so ensure that your article is directed accordingly and most of all, worth sharing. 

No time to write? PivotPath can help you get started on creating quality content posts that your readers will surely like and share on social media. Let us know what your ideas are and we can brainstorm together to come up with an optimized content calendar.  Learn more. 

5 Signs Your County needs a new website

Your county website should be all about functionality, efficiency and user experience. Anyone who visits a local government site (or any government site for that matter) expects only the best user experience to help them with any query.

Credibility is a big factor when it comes to websites and you would want to avoid a user interface that is slow, inefficient and does not provide the public the results they were expecting.  

What makes a government website different from a business website is that it serves the public sector, so the site is assumed to be created to provide the best service and the best state of the art website for your county.

More users are going online to find government sites to provide them with the service and information they need, so you need to have a strongly built website to create a positive user experience. If lately, you have been receiving feedback about having fewer visitors, then your county’s website might be due for a redesign.  

Here are some telltale signs that your county needs a new website:  

 Your county site is not mobile-friendly

Most people visit websites via smartphones, tablets and other mobile devices. So ensure that your website is optimized for mobile users. Many website developers now use a technique referred to as responsive design. Essentially, your website’s design and functionality are automatically reformatted and scaled to fit and function on mobile screen sizes.  Aside from functionality, having a mobile-friendly site gives the public the assurance that your website is accessible everywhere, anytime at the tip of their fingers. Positive user experience is of utmost importance. 

 So what does it mean that your site it not optimized for mobile devices? Try to browse and go your county’s site and see if it comes up as a “mini” version of your site. Does it show you the desktop version with letters are so small you have to pinch and adjust the screen to see? Then that means your website was not developed for a mobile browser-and its time to change that.  

 No Location data awareness 

Aside from being mobile-friendly, you would want to have a site that automatically detects your location. As soon as users log in, they should be asked to choose their location and show them a map of nearby government agencies that they are searching for. Location data from smartphones automatically detects user information based on their locations if users turn on the location function on their smartphones, and most likely most people today do. 

 The convenience your website detecting location is vital as the user needs to be guided on the right government agency they are looking for. No one wants to get misguided information online, most especially if its about government services. 

No county notification services

Offering free service to text subscribers with alerts such as traffic, weather, and emergency events, as well as reminders on important events can take your county’s website to the next level. Public service using notification services are widely used nowadays by top government sites. 

Combining features such as mapping and sign up options for newsletters and alerts make your county citizen’s feel that they are taken cared of by their city/county/state and have a sense of community and belonging. Add on social media links to the website and encourage engagement and social sharing, local awareness, and concern. 

Your website is slow 

A 3-second rule should apply to your website. It should load within that time, otherwise, your site might need troubleshooting, The problem with slow sites is that visitors leave because your site takes too long to load – thus creating a negative user experience. And this is something you want to fix right away. 

A good website should load fast on ANY browser, so if it loads faster on Firefox than on Chrome, then you might want to re-think and optimize your site speed optimization settings, especially if most of your users (via Google Analytics) are using Chrome. Whether it is on mobile or desktop, website speed is essential. If troubleshooting your website does not improve anything, then it’s time for a redesign. 

To determine this, PivotPath can run a website analysis and test your site speed. If it doesn’t load in three seconds, then reconsider your website’s design and interface as it may also be one of the causes why it is loading slow.

Your site design is out of date  

Consumer preferences change over time. Website design is just as important as site functionality. Aesthetics are important because first impressions do last. When your citizens visit your county’s website, you would want them to feel the pride of belonging to the locale. Images and welcoming content should resonate to its citizens- making them browse further and  discover. 

Having a beautifully designed website, with easy navigation and responsive and fast is essential to especially to a government website. Having a poorly functioning website will make you lose your citizen’s loyalty and gratitude, as well as make a really bad impression and representation of the local government; we are here to ensure that won’t be the case.  

If you have these 5 signs or symptoms on your website, then it’s time to take action. Here at PivotPath, we can help you create an extraordinary website for your county that makes a great impression, and give your website visitors the best user experience. 

Competitive Analysis Checklist: Understanding Your Brand Competitors

Your brand defines who you are and how you set yourself apart from your competitors. and it’s always good practice to know where you stand among other brand contenders. When it comes to creating a truly authentic brand, maintaining a competitive edge should always be the goal as this is what keeps you maintain your market share and position. 

So how do you stay on the cutting edge of things? PivotPath can show you how to monitor the attributes and actions that make up your industry’s competitive landscape so you can identify the opportunities and improve your brand identity and image. If you are looking into doing rebranding or repositioning your brand, this checklist will be a great start.

First things first. You need to build a strategy that will ensure you are effectively tracking your competition on a regular basis. Competitive analysis entails a more structured way of keeping tabs on competitors compared to just monitoring them on social media. Having this process in place helps you stay updated and get a more in-depth understanding of your industry’s key players. 

 In this post, we will share a checklist of some strategies to further your understanding of brand competitors, and how to maintain your foothold in the market. 

Research  

Start by compartmentalizing your competitors and similar brands into two types: 

  • Direct competitors – companies offering the same service or products in the same geographical area with the same target audience, fulfilling the same market need.
  • Indirect competitors  – companies offering the same service or products in the same geographical area but with a different target market or fulfilling a different market need. 

Categorize and Organize

Make a list of at least 5 -10 direct and indirect competitors and enter them into a spreadsheet. 

If you haven’t identified your competitors yet, then you can find them on search engines like Google or use tools such as SEMRush (free) or Ahrefs (paid). These tools provide a lot of insights as you go deep into your competitor research.  

Once you have them laid out on the spreadsheet, add the basic detailed company profile information such as:  

  • Annual revenue 
  • Products and services offered
  • Clients 
  • Number of offices and locations
  • Number of employees
  • Locations
  • Homepage / Website 
  • Social media accounts
  • Featured products 
  • Price and product range 
  • Selling point 
  • Target market 
  • Email marketing tactics
  • PPC campaigns 
  • Special offers and discounts  
  • Google and Yelp Reviews
  • Other significant attributes that you think are significant to you. 

Going through each of your identified competitors’ profiles allows you to step into your target market shoes and go through a customer journey. Take it further by subscribing to their newsletters and weekly blogs or webinars; be a part of their marketing circle so that you can gauge and compare how you fare versus your competition. 

Experiencing the competition by creating a database of their information will give you a lot of insight from a customer and a competitor’s perspective and soon enough you will know each one like the back of your hand.  

Check market positioning 

The best way to do this is to run website metrics and diagnostics with free tools like Google Analytics, SEMRush or if you have the budget, Ahrefs, Buzzsumo or Moz. These online tools will work their magic, providing a drill-down of where your brand is in terms of online presence, social media engagement, active users, sales, the locations of users/clients and the like. 

You can run weekly metrics and track your progress; at the same time, make the necessary adjustments you need to keep up (Paid Ad campaigns, social media engagement, SEO optimization, etc.).

Doing keyword research is also one of the best ways on how to determine where you stand among the competition. You can keyword research using Google Search Console, Ubersuggest, MOZ keyword explorer, Ahrefs, SEMRush, and more tools here

On a less technical side, you can go back to basics and make a list of all your brand strengths and weaknesses. Be objective when you do this, and make a consumer’s point of view when doing this. After that, create a list of your competitor’s strengths and weaknesses and compare notes. You will be surprised at how much you will learn if you do this process objectively. 

Reviews  

Google and Yelp reviews are also one of the best ways to understand your competition and a great opportunity to outdo them when it comes to customer engagements. Check their reviews and determine where the clients are from, and what products or services get most reviews.

You may also want to take a look at the number of reviews, and how responsive they are to their audience. Gauging customer experience through these reviews gives you the chance to look within your business and makes steps on how to improve. Doing this helps motivate you to optimize your business listings to be at par with the competition.  

Implement  

Data without action is a futile exercise. Having spent so much time collecting data and putting a plan or strategy into action will keep you from being blind-sided by your competitors. Once you have run a comparison between your product and your competitor, formulate a strategy based on your findings, and execute your plans, after which you can monitor and re-adjust as needed.  

Don’t have the time to collect competitor data? PivotPath can help you do your competitive brand analysis. Click here to get started.  

How PivotPath can Maximize your Tourism Bureau Website

Are you currently on the quest for ways to boost your city, county, state, or nations’ tourism site? If you feel that you have exhausted all your marketing campaigns, look no further.

Being a city manager or clerk requires you to wear different hats everyday. Part of your job entails you perform sales and marketing as well as all the other tasks. With the help of PivotPath, you won’t have to miss time from important tasks or deals in the pipeline and can focus on more important matters.  Let’s get you one step closer to your goals of maximizing your tourism bureau website.

Here are the 4 things we can do for you: 

Branding Strategy

Creating a strategic plan for your tourism website increases your chances of success because it allows you to develop a step-by-step guide for your business initiatives. Most brilliant marketing plans go awry when it is not put into writing, so it is important to have a branding strategy document to use as a guide and update as your strategy evolves. 

It’s important for you to identify your goals and objectives for your website; as this will be the base of all marketing initiatives as we launch your marketing campaign. Is the goal of your tourism (CVB) site to attract tourists to the new shopping center? Beautiful wedding venues? Neighborhoods to reside?

From your goals, we will help you determine and segment your target audience. In this case, focus on each traveler type and hyper-target the marketing efforts to each. Then identify which marketing channels are most effective to use depending on the segment. This is a crucial step in every marketing campaign as you need to zero in on a target market and position strategic content to capture their attention for engagement

SEO-Optimization  

SEO or Search Engine Optimization requires a lot of time and attention but is essential to the success of your tourism/CVB website. Investing the time in SEO will tremendously help to gain visibility on the search engine results page.

The more website traffic you get, the more Google (and other search engines) remembers that your website has the authority and the relevant content that is worth ranking high in searches.  Not only that, you want repeat visitors on your website, so SEO is an essential part of this process to ensure repeat visits and social media shares. 

While it is necessary, SEO is not for the faint of heart; leave it to the experts. Here at PivotPath, we will optimize your website with an attractive custom theme, stunning photos that capture the audience’s attention, and SEO-optimized content that converts. Our SEO technical expertise can help you make that all happen. 

Content Marketing

Just like SEO, chances are you’ve heard of the quote, “Content is King”. Indeed it is. The key to a higher Google visibility is to ensure your website is more informative, valuable and useful than your competitors. Here at PivotPath, we will create a content strategy for your tourism or CVB website to make sure that you capture the right audience. We also develop a keyword strategy campaign to make your website more searchable and visible on Google or other search engines. 

Along with content, images are also part of content marketing. One crucial ingredient for a tourism website is stunning images of your locale to capture travelers and potential visitors. Since travelers do have quite a number of online travel resources they look to, it’s important that your website belongs to the short-list. Creating stunning videos of your area (city, county, state, etc.) is also another way to optimize content. 

Blog posts are another fun way to do content marketing – don’t have time? We can do that for you too. Blogs are a great way to feature travel spots and destinations and provide detailed descriptions of the place and what to expect, what to do and what not to do. Sharing helpful tips that travelers can use when visiting your place or share a top five must do list when traveling to your destination is a must. 

Social Media Marketing

Always an effective and efficient way to share your content to the world. But it’s not just a matter of posting any type of content on your social media accounts. There must be a strategy behind every successful social campaign. Just like content management, posts and images are planned strategically and set on a timely manner to capture the right audience. 

At PivotPath, we help you share your most unique experiences and events in your city, help you highlight what’s new in your area, especially with holiday posts to keep your visitors in the know about the latest events and the fun things to do when they visit.  Tools like SocialMention also help you in sharing user-generated content in social media. 

Extra Tourism Website Tip:

It is also important to optimize your website on the mobile version since most travelers rely on their phones as a source of information. We will help you optimize your website to be more mobile friendly and accessible. Take note that millenials and Gen-Z spend more time on their phones than any other device, and they do travel more than any generation, so ensure that your website is always on its uptime and accessible anytime. 

Bring your travel website to the next level – start marketing with PivotPath today.   

Government Marketing vs B2B and B2C: Know the Difference

Business-to-Business (B2B), Business-to-Consumer (B2C), and Business-to-Government (B2G). We’ve all read these terms somewhere. What do these terms mean and why should it matter to you as a marketer? Or even as a consumer?

The steady rise of digital marketing is undeniable, and marketing companies have sprouted out of the woodwork as a result. With high technology as a steady partner, brand marketing companies thrive due to these innovations that are developed to support it.

So what do these differences between both marketing types mean to your agency? Is it really worth the effort in procuring the requirements to be a government contractor? 

B2B Marketing

Business-to-Business includes marketing to businesses that conduct business for a profit and to those organizations that have a non-profit charter. B2B  focuses on selling products and services to other businesses rather than to the government or specific consumers.

B2C Marketing

On the flip side, B2C, or business-to-consumer marketing, takes place when a business—such as an online store, manufacturer, online medical information organization—markets their products or services to the public. This involves identifying buyer personas, and engaging with them on the omni-channels such as social media, email marketing campaigns and customer calls. 

B2G Marketing

Government Marketing or B2G (Business to Government) is a derivative of B2B. As a small business, this involves bidding on contracts set by government agencies who are in search for marketing agencies to set up marketing campaigns for any type of industry. Most commonly, landing marketing government contracts are available to industries such as environmental, financial, information technology, logistics and energy.  

Government marketing is certainly a great resource to tap into. But how to get started on this venture requires a few different steps than what you are normally used to within other sectors. 

Here are some helpful steps to get started: 

  1. Do your research: Conduct thorough research on finding government consumers. Check the GSA schedules program or the Federal Procurement Data System database to search for potential markets. Look around for agencies that need your services and make them a priority in your list. 
  2. Register your SAM profile: This is a very essential step when you want to land a federal government contract, so be certain that your profile is optimized. Be very clear about your capabilities as a contractor by sharing your past successes and how they can benefit from your agency. Do extensive research on competitor companies. Remember, you will be bidding against a lot of competition so make sure you stand out in a unique way.

B2G marketing may use the same strategies of B2B, especially for marketing destination conventions and visitor or travel bureaus (CVB). Ensuring a solid marketing strategy for government marketing can help your agency reach new levels of success.

Defining the purpose, focus, and objective of a government agency’s CVB website will help gauge the targeted audience and user experience. Is the agency looking to promote a new shopping mall? Vast variety of wedding venues? Knowing this information will help in developing  SEO-optimized branding (website) and increase the agency’s web traffic. 

Create Engaging Marketing Content

Content marketing is identified as the top five marketing trends over the past years, simply because consumer behavior thrives on content. It’s not only important that your target markets read the content, but that they resonate with the messaging. Having your target consumers read and share your content increases brand credibility and consumer confidence.  

Whether you engage in either of these types of marketing, the most important thing to remember is to always, always know your market. Developing a solid marketing strategy for each different type of industry is made easier by the automated marketing tools available anywhere. And, being in such a competitive race, you have to clearly distinguish yourself from the rest. 

Ready to build or upgrade your CVB site? Contact PivotPath today for a consultation!