Tag Archives: Marketing

How Artificial Intelligence Has Revolutionized Digital Marketing

Last week, we explored the real power of Artificial Intelligence. AI’s ability to comprehend complex data sets and form patterns enables infinite new possibilities for personalization through the analysis of digital activity. Within the digital marketing industry, AI has been nothing short of a revolution. Here are the top ways in which Artificial Intelligence is impacting digital marketing:

NATURAL LANGUAGE PROCESSING

Natural Language Processing (NLP) is a field that focuses on the ability for computers to process human language to the point where it can generate replies based on inferred meaning. Machine Learning has sharply increased the ability for machines to generate sentiments designed to not only seem as if they were written by a human, but that are optimized based on data to elicit a specific action or emotional response.

Digital marketers fret over when to reach out, what to say, and what channel is most appropriate. AI’s NLP abilities mean that the guessing game has come to an end. AI can analyze big data to decide upon what the best method, channel, and timing will be in order to foster growth, engagement, and sales.

NLP as a trend is on the rise. Angel.co recently valued the average NLP start-up at $4.8 million.

SEARCH FILTERING

In days of yore, Google search rankings were determined by human-created metrics and social media feeds showed posts in chronological order. Now, programs like RankBrain are vital to deciding the criteria for Google’s search rankings while Facebook’s DeepText creates your newsfeed.

ADVERTISING

Artificial Intelligence drives programmatic purchasing, which is when AI determines who to show ads to and when to show them. Removing the burden of purchasing analysis leaves marketers room to focus on crafting powerful messages.

NLP enables AI to understand (through numbers and sentiment analysis) the abstract criterion of “context” and to match individuals with ads based on context to maximize the chances of generating a click or purchase.

According to Ad Exchange, programmatic purchasing accounted for 67% of all global display ads in 2017.

PSYCHOGRAPHIC PROFILES

Perhaps the most anxiety-inducing example of Artificial Intelligence impacts not only digital marketing, but politics.

Psychographic profiles are data-driven psychological profiles of consumers designed to shed light on why they do what they do. Firms like CaliberMind and Cambridge Analytica have turned this into a multi-million dollar industry. Insights gleaned from psychographic profiles are intended to optimize the messaging of both political and commercial ads to induce a desired action from the viewer.

Cambridge Analytica has taken credit for influencing both the Brexit vote and the 2016 presidential election; however, many (including the New York Times) cast a shadow of doubt over the extent of their impact. Regardless, as long as there are insights to be gleaned from digital activity, psychographic profiles will only continue to develop.

SELF-DESIGNING WEBSITES

That’s right, AI has become adept enough to design websites based on data. Wix ADI created this personal trainer’s website and Grid has been designing websites since 2014.

CONCLUSION

Every application of artificial intelligence in digital marketing is relatively new. While these applications are increasing in popularity, expect them to also increase in efficiency and effectiveness as technology continuously advances.

Generate Downloads with the Ultimate App Promotion Guide

App PromotionAs app developers, retaining an adept understanding of the marketing side of the business is of the utmost importance. An improperly promoted app, whether it’s good or not, will falter in the 6 million apps in app stores. Some larger companies can afford to outsource this work. Independent developers and companies developing apps for clients must have the knowledge to guide projects from development through release regardless of their expected level of involvement in enacting a release strategy. When developing your app, take into consideration our overview of app promotion strategies and best practices.

APP STORE OPTIMIZATION 

App Store Optimization is the bread and butter of all app marketing efforts. App stores are the largest driver of downloads for the vast majority of apps. When enacted properly, ASO will drive tens, hundreds, or even thousands of daily downloads from app stores depending on the search traffic of the keywords. Experienced developers create ASO strategies before they begin the programming process.

Selecting keywords is the first and most important process of ASO. Searches in the app store are typed out with thumbs rather than a full keyboard, thus thinking of key shorthand terms is vital to improving search rankings. Developers must evaluate the amount of search traffic for each keyword and how competitive that search traffic is. Pursuing high traffic search terms can backfire because apps can falter against the high level of competition. Developers should continually refine their keywords and have a strategy ready for when their apps improve in search rankings. Over time, apps grow stronger in app store search and can eventually rank for more competitive keywords. It’s vital for developers to constantly refine their ASO strategies and build toward more competitive search terms. Many companies create one strategy for when their apps are first entering the store and a separate strategy for when they improve in ASO strength and can compete with higher volume search terms.

ASO does not end with the release. Engagement signals like retention, number times people open the app, and length of usage increase app store rankings. Developers must constantly be working toward improving the UI of their apps, as retention will boost ASO.

PAID ADVERTISING

While paid advertising, specifically social media ads, can be a major driver of app downloads, it’s important to understand where paid advertising factors into the equation. Before enacting paid ads, developers should have established a proven revenue model and overall business model. How much revenue an app generates per download will dictate the paid advertising budget. Without a model for revenue per download, app promotion can quickly become too expensive to maintain and end up in the red.

THE BENEFITS OF A SOFT LAUNCH

A soft launch is when developers make their app available in app stores without any promotional push. The small set of users you acquire through a soft launch can act as an initial beta user group that will inform your understanding of how consumers are using your app.

App developers often come to realize a major disconnect between why they think their app is good versus the opinion of their users. Experienced developers make the most of their analytics and continuously dedicate resources to the iterative process of improving their apps.

THE DANGERS OF CROSS-PROMOTION

While cross-promotion is a popular tactic, it’s also one that can backfire. App developers find partners with relevant but separate audiences and promote traffic to one another’s pages or content. The key to cross-promotion is finding a partner with an audience that is going to give an equivalent amount of exposure. The potential pitfall is that when users redirect out of the app, it reduces retention, ultimately damaging ASO.

Rather than partner with another app or company, some developers elect to develop feeder games and alternate apps which cross-promote to one another, maximizing downloads without detracting from outside marketing efforts.

SEARCH ENGINE OPTIMIZATION

Many app developers promote their apps through their website with Google SEO, social media, content marketing & more. While some apps treat their website as a landing page with a large download button, there is much more that can be done. For example, hosting Youtube content or a blog on your site will draw users in to your brand and retain them on the web page.

Enacting SEO for your app store URL can be even more effective than for your website. App Store URLs can outrank websites in SEO because of the authoritative domain of iTunes and Google Play.

PUBLICITY AND OTHER ENTREPRENEURIAL METHODS

While effective ASO and app promotion can be done on a relatively low budget, app promotion doesn’t have to begin and end on the tech side of things. Many developers make a point of developing their public persona through social media and external publicity in order to foster an audience to whom they can later market their products.

THE ROAD TO SUCCESS

Ultimately, the road to success is not smooth, but bumpy. With the right mix of expert development, continuous maintenance, vigilance and dedication, an app can break through the sea of competition and become a profitable enterprise.

App Promotion Strategies and Best Practices

As app developers, retaining an adept understanding of the marketing side of the business is of the utmost importance. An improperly promoted app, whether it’s good or not, will falter in the 6 million apps in app stores. Some larger companies can afford to outsource this work. Independent developers and companies developing apps for clients must have the knowledge to guide projects from development through release regardless of their expected level of involvement in enacting a release strategy. When developing your app, take into consideration our overview of app promotion strategies and best practices.

APP STORE OPTIMIZATION 

App Store Optimization is the bread and butter of all app marketing efforts. App stores are the largest driver of downloads for the vast majority of apps. When enacted properly, ASO will drive tens, hundreds, or even thousands of daily downloads from app stores depending on the search traffic of the keywords. Experienced developers create ASO strategies before they begin the programming process.

Selecting keywords is the first and most important process of ASO. Searches in the app store are typed out with thumbs rather than a full keyboard, thus thinking of key shorthand terms is vital to improving search rankings. Developers must evaluate the amount of search traffic for each keyword and how competitive that search traffic is. Pursuing high traffic search terms can backfire because apps can falter against the high level of competition. Developers should continually refine their keywords and have a strategy ready for when their apps improve in search rankings. Over time, apps grow stronger in app store search and can eventually rank for more competitive keywords. It’s vital for developers to constantly refine their ASO strategies and build toward more competitive search terms. Many companies create one strategy for when their apps are first entering the store and a separate strategy for when they improve in ASO strength and can compete with higher volume search terms.

ASO does not end with the release. Engagement signals like retention, number times people open the app, and length of usage increase app store rankings. Developers must constantly be working toward improving the UI of their apps, as retention will boost ASO.

PAID ADVERTISING

While paid advertising, specifically social media ads, can be a major driver of app downloads, it’s important to understand where paid advertising factors into the equation. Before enacting paid ads, developers should have established a proven revenue model and overall business model. How much revenue an app generates per download will dictate the paid advertising budget. Without a model for revenue per download, app promotion can quickly become too expensive to maintain and end up in the red.

THE BENEFITS OF A SOFT LAUNCH

A soft launch is when developers make their app available in app stores without any promotional push. The small set of users you acquire through a soft launch can act as an initial beta user group that will inform your understanding of how consumers are using your app.

App developers often come to realize a major disconnect between why they think their app is good versus the opinion of their users. Experienced developers make the most of their analytics and continuously dedicate resources to the iterative process of improving their apps.

THE DANGERS OF CROSS-PROMOTION

While cross-promotion is a popular tactic, it’s also one that can backfire. App developers find partners with relevant but separate audiences and promote traffic to one another’s pages or content. The key to cross-promotion is finding a partner with an audience that is going to give an equivalent amount of exposure. The potential pitfall is that when users redirect out of the app, it reduces retention, ultimately damaging ASO.

Rather than partner with another app or company, some developers elect to develop feeder games and alternate apps which cross-promote to one another, maximizing downloads without detracting from outside marketing efforts.

SEARCH ENGINE OPTIMIZATION

Many app developers promote their apps through their website with Google SEO, social media, content marketing & more. While some apps treat their website as a landing page with a large download button, there is much more that can be done. For example, hosting Youtube content or a blog on your site will draw users in to your brand and retain them on the web page.

Enacting SEO for your app store URL can be even more effective than for your website. App Store URLs can outrank websites in SEO because of the authoritative domain of iTunes and Google Play.

PUBLICITY AND OTHER ENTREPRENEURIAL METHODS

While effective ASO and app promotion can be done on a relatively low budget, app promotion doesn’t have to begin and end on the tech side of things. Many developers make a point of developing their public persona through social media and external publicity in order to foster an audience to whom they can later market their products.

THE ROAD TO SUCCESS

Ultimately, the road to success is not smooth, but bumpy. With the right mix of expert development, continuous maintenance, vigilance and dedication, an app can break through the sea of competition and become a profitable enterprise.

SEO Pro Tips: Best Practices for Meta Descriptions

Last week, we explored the art of perfecting title tags for SEO dominance. This week, we’ll explore another vital meta tag: the meta description.

The meta description is the text that appears below the link in SERPs, as below:

Meta descriptions should be about 135 – 160 characters long, although Google has tested longer snippets. Any time quotes are used in the meta description, Google cuts the text off. To prevent meta descriptions from being cut off, it’s best to remove all non-alphanumeric characters.

Google uses meta descriptions to pull preview snippets on SERPs and return results when searchers use advanced search operators to match meta tag content, but unlike title tags, meta descriptions do not directly influence Google’s ranking algorithms for normal web search since meta description keywords are not ranked.

While meta descriptions do not directly affect SEO, they do indirectly impact it. The prominence of meta descriptions in SERPs makes them a very valuable UX component and a tool for enticing searchers. While keywords do not affect ranking, they are bolded in the meta-description, which attracts the eye and can help influence a searcher’s decision to click. Thus the use of keywords in meta descriptions can be beneficial to increasing Click Through Rate (CTR). The Click-Through-Rate is the ratio of searchers who click on a page compared to how many searchers see it. CTR is highly valued in search rankings. Since meta descriptions are one of the first things that a searcher will see, they can influence them to click, increasing CTR and boosting SEO.

The ideal meta description articulates the value proposition which a company or web page offers in a precise way while taking into consideration the competition that the page is up against in SERPs. It assumes an active voice and includes a call to action. Web developers can enrich a meta description by using schema markups like star ratings, customer ratings, or product information, to increase the appeal. See below for example:

Image via Google Support

Sometimes meta descriptions are unnecessary. Moz advises if a page is targeting between one and three high volume search terms or phrases, it’s best to write a meta description targeting users performing those searches. If the web page is targeting long-tail traffic (three or more keywords, like a blog with hundreds of entries), it may be best to let the search engines extract the relevant text from the site since they will pull text specifically targeting the user’s search. A blog might be targeting one audience in their keywords, but have content on so many topics, they can be found through any number of search terms. A meta description specified for a page with a lot of content may detract from the relevance that the search engine can create organically by pulling a text description from the page which is relevant to the specific search.

Like title tags, repeating meta descriptions or making them incomprehensible will result in penalization from Google. Meta descriptions can be tricky since they are longer and a bad meta description can be worse than none at all. With the right title tags and website content, meta descriptions can be a major UX tool to drive traffic to a web page.

SEO Pro Tips: Perfecting the Title Tag

Over 100 billion searches per month are made on Google worldwide. Search Engine Optimization (or SEO) has become one of the top marketing disciplines for anyone trying to drive web page traffic and digital revenue.

Title tags are one of the most important facets of SEO. Title tags are the titles of web pages that display in search engine results pages (SERPs) and as the clickable headline for a given result. They are the most obvious element in a search result and are pulled to the forefront of SERPs (Search Engine Result Pages). They display as below:

Social networks use title tags to determine what to display in the link preview when you share a page:

Title tags are extremely important for SEO, social sharing, and UX. They are one of the major on-page SEO elements. Keywords in title tags will factor heavily into a web page’s rank in any keyword-based search query.

Below find some of the best practices for crafting the perfect title tag.

KEYWORD EFFECTIVELY: Since title tags have a direct affect on SEO, effective keywording is crucial. Putting important keywords in the front of the title tag will increase SEO rankings, while keywords and search phrases at the end of the title tag will be less of a factor. For this very reason, it is best to put a company or website name at the end of the title tag, unless that name is an important keyword phrase. Keyword stuffing, or overloading keywords without making sense, will result in penalization. Ultimately, keywording effectively means writing clearly to an intended audience while factoring in important search phrases.

OPTIMIZING LENGTH: Title tags are not measured by length, but by a 600-pixel limit. Pixels do not equate to characters since certain letters require more pixels to compose than others. 600 pixels generally equate to about 50-60 characters. Measuring pixels can be made easy with this pixel length measurement tool by Search Wilderness.

RESEARCH, RESEARCH, RESEARCH: Statistics show 48% of marketers worldwide identified keyword/phrase research as the most effective SEO tactic. Effective research means honing in on your audience and enacting relevant keyword searches to observe the organic search competition. It is also important to note the inorganic competition: promoted ads for web pages that are boosted to the top of searches by Google AdWords.

Having a solid understanding of what a web page is up against in search engines helps web developers optimize their pages to stand out in the face of the competition. Since the competition and search rankings are constantly changing, research is an ongoing process. 34% of marketers cite frequent website updates as a key to their success.

PIPES “|”: Pipes can be used to punctuate and divide sentiments while minimizing punctuation and word count. See below for an example:

As with any copywriting, writing for an audience is crucial. Since the Title Tag is often the first thing a search user will see about your website, it is ultimately very important that it clearly communicates the subject of the web page and entices the intended searcher. Effective title tags are the first step on the way to SEO dominance.

Stay tuned for next time when we explore how to write an effective meta description!

Connect with Millennials Through Snapchat

Many questioned Snapchat’s staying power when the company launched in 2011, but unlike the ephemeral nature of the network’s content strategy, Snapchat has proven it’s here to stay. Statistics show Snapchat has over 100 million daily users that combined watch 7 billion videos per day and contribute 8,800 photos per second. In 5 short years, the company has evolved from fad to one of the fastest growing and most intriguing social media networks on the internet. In 2016, Snapchat is projecting $300-$350 million in revenue, over 600% growth from the company’s 2015 projection of $50 million.

Snapchat thrives on allowing users to focus on the moment rather than perfection. Users can send photos and videos which disappear after they have been viewed. They can also craft “Snap Stories” which remain up for 24 hours after they’ve been posted. Snap Stories created an avenue for major corporations to deliver content  to their followers. Media companies like Vice utilize Snap Stories to deliver the news to millennials, while retail companies like Grubhub have had major success creating promotions.

Here are some creative ways companies are utilizing Snapchat:

MARKETING PROMOTIONS

Since Snap Stories disappear after 24 hours, users are motivated to watch stories frequently or risk missing out on an awesome moment. As a company, offering exclusive discounts or deals through a Snap Story is the ultimate incentive to increase snap views. Grubhub gained acclaim for their #SnapHunt Scavenger Hunt, which awarded 10 winners $50 in free food for each challenge. The personal, one-to-one nature of Snapchat makes it ideal for marketing promotions, which in turn increases your daily views and following.

A LOOK BEHIND THE CURTAIN

Many companies utilize social media to take consumers behind the curtain of day-to-day  operations. The spontaneity of Snapchat provides the ultimate network for such interactions. Snap Stories don’t have to be perfect, they don’t have to be major, they can be casual. Some companies utilize Snapchat to broadcast live events. Small events like birthday parties and company outings can make for engaging content.

Musicians often utilize Snapchat to offer glimpses at their new music. Tommy Hilfiger and Michael Kors both have used Snapchat to preview their new lines.

BROADCAST MEDIA

TV Networks like CNN and Comedy Central utilize Snapchat to promote their shows with bite-sized snippets designed to tease the viewer. CNN targets younger audiences with news stories relevant to them through the Discover function. Coca-Cola realized their audience could detect advertising when the company repurposed their TV commercials for the network, at which point they began creating Snapchat-specific content. The change ultimately was received with a 54% increase in video completion rate.

MAXIMIZING INFLUENCER MARKETING

As any social media expert knows, influencer marketing is key to developing a following and gaining access to new audiences. Snapchat’s emphasis on shared, intimate experiences with the individual makes the format ideal for celebrities and other influencers. Social media stars and acclaimed artists like DJ Khaled can document their day-to-day lives, including the clothes they wear, the stores where they shop, and even bizarre instances of getting lost at sea on a WaveRunner. Celebrities use Snapchat to create a narrative of their daily lives, an unparalleled opportunity for companies to incorporate their product or service and acquire positive brand association.

In one of the best uses of influencer marketing, Ben Stiller & Owen Wilson reprised their roles as Derek Zoolander and Hansel during a Valentino show for Fashion Week in Paris.

While Snapchat provides a major opportunity to market promotions, sculpting public perception of your brand in Snapchat requires a large amount of content in order to compete and keep users satiated. Snapchat is still a burgeoning network with an unlimited amount of possibilities. For an amazing look at the potential future of Snapchat, check out this awesome article from TechCrunch.

Not Too Pushy: 5 Rules for Pushing App Notifications Without Annoying the User

An application can do great things for a business. It’s a gateway into a digital experience catered to a brand, an opportunity to ingrain a brand into the user’s daily life. Push notifications allow applications to send messages with pertinent information to the user. Some are silent and simply light up the phone screen with a notification, while others vibrate to physically notify the user of more important, time-sensitive information.

The problem is: push notifications are… well… pushy. They can be annoying. It takes a mere Twitter search to prove that when users get annoyed, they take to social media, which is bad for business.

And yet, studies show when push notifications are turned on, they average 88% more launches than those with push notifications disabled. Some studies show up to a 540% increase in daily app opens.

Thus the conundrum becomes: how does one balance between being overly pushy, and not pushy enough? Although each case is subjective, we put together some guidelines for app developers and businesses looking to boost app usage without alienating customers.

1. Make Them Customizable

This is easily the cardinal rule. Do not push your push notifications on the user. Allow them to choose both whether and which push notifications to receive. Give the user options for how frequently they wish to receive notifications and/or what prompts them. There’s no excuse for an overly pushy app and it will be uninstalled.

2. Silent Notifications Work Too

Silent push notifications light up the phone screen with neither a sound nor a vibration. They are great for games, a tempting little offer which may catch the user’s eye when it lights up and lingers on the screen until the smartphone is next unlocked. Diversifying your notifications only makes for a more tolerable digital experience.

3. Analyze Customer Data

App developers have a host of awesome data at their disposal which ought to be utilized in tweaking their apps. If you notice customers often opting out of certain types of notifications, do them a favor and get rid of them. Or make them sign-up for them rather than giving them the work of having to opt-out. As they say, the customer is always right.

4. Geo Detection Is Your Friend

Geo Detection technology allows retailers to detect when a customer last visited their store or when a customer is nearby. Retailers can use Geo Detection technology to put out blasts to all customers in the area of special offers and coupons. For more information on Geo Detection notifications, check out this awesome article.

5. Offer Value

Seamless and GrubHub offer silent push notifications which, when swiped, give the user a discount on their order. Customers are more likely to read push notifications if they know there’s something in it for them. Push notifications are your friend, make sure they are your customer’s too.

Mystic Media is a web and software development company with expertise in iOS and Android application development and strategic marketing. Follow us today on Twitter (@mysticmediasoft), like us on Facebook, and contact us with any questions by clicking here or by phone at 801.994.6815

Apple Pay Shakes Up eCommerce

One of the major features which defined iOS 8 as a success was Apple Pay. Combined with Touch ID, Apple Pay allows users to make purchases on their iPhone using finger-print scanning technology equipped on iPhone 5 and 6. Apple Pay has aroused its fair share of controversy from the banks, who claim Apple, in addition to Google and Paypal, is infringing on one of their core revenue streams. This post will explore the ins and outs of Apple Pay, it’s potential impact on eCommerce, and what it has to offer your business.

Let’s start with the basics. Apple Pay is a mobile payment system and digital wallet designed to make both in-store and online purchasing easier for the user. When purchasing items on a smartphone from iTunes, the App Store, or third-party apps, Apple Pay uses Touch ID for instant check-out. When purchasing items in-store, Apple Pay utilizes near-field communications so that, like in the digital world, all it takes is a fingerprint scan for a seamless check-out experience.

Apple Pay is not the first of it’s kind. Google Wallet, launched in 2011, was the first major mobile payment system. Google Wallet also utilized near field communications, bu Google Wallet, unlike Apple Pay, did not catch on in any big way. In fact, the recent surge in Apple Pay use has actually caused a resurgence in Google Wallet use.

One of the main differences between the two platforms is Apple Pay’s insistence on protecting the user’s private information. “We are not in the business of collecting your data,” said Apple’s Senior Vice President of Internet Software and Services Eddy Cue at the Apple Pay announcement in September. “So when you go to a physical business and use Apple Pay, Apple doesn’t know what you bought, where you bought it, or how much you paid for it. The transaction is between you, the merchant, and your bank.”

When you add a card with Apple Pay, it only stores a portion of your credit card information, along with a device-specific Device Account Number, but all of your personal information is encrypted. Apple Pay demonstrates it’s not only possible to have secure in-store mobile transactions on your iPhone, but  these transactions are actually even more secure than physical ones.

Apple Pay has been expanding rapidly. It launched with the support of McDonalds, Whole Foods, Nike, and Uber. Recently, ten more banks, including SunTrust, TD Bank North, and Commerce Bank all agreed to use the service. Apple says in a recent New York Times article it supports the cards of 90% of the credit card purchase volume in the US.

Statistics on Apple Pay point to staggering potential. According to MarketingLand, in September 2014, 49.7% of online shopping done on a mobile phone was on an iPhone. 81.6% of tablet e-commerce transactions are done on iPads.

So what does Apple Pay mean for eCommerce? For one, it makes secure purchasing easier than ever for consumers. There’s hope that given the increased competition in payment options, retailers could see decreased fees and improved profit margins.

Alex Martins, chief executive of the Orlando Magic, recently said to the New York Times: “One of the biggest pieces of feedback we get from our fans is that the food and beverage lines are too long… It keeps them from going to the concession stand because they don’t want to miss the action. This, and technologies like Apple Pay, will speed up our service.”

Retailers are also hoping for opportunities to team up with Apple Pay for promotions, however, this would require Apple to keep transaction data in their database, which Apple is currently opposed to for security reasons. As the service refines, it seems inevitable there will be exclusive Apple Pay deals and more of an effort to push consumers to utilize the service. The question is whether Apple Pay will eventually be able to take the next step and replace physical credit cards. Only time will tell.

Mystic Media is an app development and strategic marketing firm providing a host of services to clients, from Android and iOS Development, eCommerce, Web Design, and more. Contact us today by clicking here, or by phone at 801.994.6815

A Guide to Promotional Writing Part 5: Marketing Effectively Through Social Media

The Mystic Media Blog has devoted our expertise into a five-part series of articles detailing the ins and outs of Promotional Writing, concluding with this post on writing for social media. The series covered several topics, including general techniques, suggested processes, press releases, and website copy writing.

The advent of social media had a dramatic affect on culture and society. The entire world became interconnected at the click of a button. Suddenly, everyone’s favorite brands and artists were available for communication anywhere, anytime using your smartphone. The newspaper became even more irrelevant to the younger generation as they could receive news updates directly from their favorite artists and brands, skipping the middleman.

All brands should have their marketing team running multiple social media accounts. It’s the cheapest and most direct route to consumers who want to hear what you have to say; who show by the act of following/liking the brand that they desire information and communication.

In honor of social media, we’ve gathered tips for writing for social media and structured them with the succinct, direct quips fitting of the format.

“BREVITY IS THE SOUL OF WIT”

Most scholars agree Shakespeare would have killed the social media game. This famous quote from Hamlet rings true across all writing, especially social media. Rather than overloading followers with an abundance of wordy content, keep it simple, concise, and witty.

RESPOND/REACT QUICKLY

In order to engage consumers, it’s vital to reply and interact promptly with followers on social media accounts (especially Twitter!). Remember: direct replies don’t overload your Twitter followers’ feed, making them a great, more intimate way to communicate with consumers.

A favorite, retweet, or follow back can also engage a follower as much as a reply.

CROSS-PROMOTE

Tweet “Follow us on Facebook for more updates.” Post “Check out our Twitter page!” on Facebook. Tweet Instagram photos. Grow your fan-base and keep them aware of the multiple platforms of communication by cross-promoting accounts. As in all forms of promotional writing, the call-to-action is among the integral parts of posting to social media.

PLAY IT SAFE

Perhaps this should be the number one rule: don’t make people furious. Play it safe when it comes to topical events. Be respectful of tragedies and don’t post anything politically incorrect. A single tweet can have huge repercussions.

Be extra careful when attempting to create a trend through hashtagging. This McDonald’s horror story serves as a moral tale of how important it is to be conscious of potential reactions to a brand before posting.

BUT DON’T BE AFRAID TO GET CHEEKY

Followers want to see a little personality out of the social media accounts they follow. Although you don’t want to offend anyone, you also won’t get any real response from boring posts. Try to keep it cheeky and create humorous posts. Analyze what connects most to your audience, take notes, and refine techniques over time.

MEME IT UP!

Memes are a great, modern way of effectively promoting a product while imparting humor. Check out this awesome article on memes for marketers.

FIND AN EFFECTIVE SOCIAL MEDIA MANAGEMENT TOOL

Social Media accounts require around the clock management. When you have separate accounts on Facebook, Twitter, Instagram, Pinterest, LinkedIn, Tumblr, and Google+, it’s difficult to keep track of each account everyday. Social Media Management tools like Hootsuite, Buffer, and more can be vital not only in managing accounts, but researching your followers and what posts are most effective.

INTERACT WITH CELEBRITIES

Cross-branding can raise awareness of a company and allow them to find their consumers in creative places. Interacting with select celebrities with compatible brands is a great way to attain exposure, gain access to new followers, and grow brand awareness.

DON’T UNDERESTIMATE TUMBLR

Tumblr is among the leading social media platforms underutilized by marketing teams. Tumblr hosts over 130.5 million blogs, while WordPress only has 70 million. Tumblr users average 12 minutes of use per day on the network–1.5 minutes more than what’s spent on Facebook.

For more information on Tumblr, check out this article over at Social Media Marketing.

CONTESTS

Social Media, specifically Facebook, is an ideal place to host contests. Any and all action the user takes toward entering a competition through Facebook will be publicized to their friends and followers on their newsfeed. Facebook recently banned Likegating, which certainly represents a roadblock, as well as an opportunity for more innovative approaches to social media contests.

KNOW YOUR AUDIENCE

This has been the theme of our promotional writing series, so it’s fitting close this conclusive article with the most important part of all promotional writing: know your audience. With regard to social media, it’s vital to understand what will connect with those who consume and who may desire the brand being represented. Know the lingo. Know the humor. Know what your audience is reading and redirect them to cool articles.

The goal of promotional social media is not exclusively to attain sales, but to cultivate followers who will pause and consider what you write. Engage and expand your fanbase, give them what they want, and be consistent.

At Mystic Media, our vast experience in strategic marketing and application development for both iOS and Android gives us expertise on the all formats of promotional writing: from social media, to search engine optimization, copy writing, web design, and more. Learn more by clicking here or by contacting us by phone at 801.994.6815

A Guide to Promotional Writing Part 1: Representing Your Business

The Mystic Media Blog will be devoting our expertise into a five-part series of articles detailing the ins and outs of Promotional Writing. The series will cover several topics, including general techniques, suggested processes, press releases, website copy, and social media.

Promotional writing is any type of writing designed to sell or promote a product or service. It can be informational, such as a blog or newsletter, or direct as an advertisement. It can be the “About Us” section of a website, a description of a service, or a press release. Promotional writing is key to marketing any business. All writing  associated with your brand must adhere to a quality consistent with your company or it runs the risk of deteriorating your name. Although certain techniques apply across the board for promotional writing, the medium spans several formats to which the writer must cater. For our first article on the topic, we will cover the general principles and goals of promotional writing to help you represent your business.

EXECUTE YOUR GOAL

The goal of promotional writing is to connect with your target audience. Whether or not they ultimately choose to act upon the impulse you desire to impart is beyond your control. If you succeed in clearly communicating the benefits of the product or service you are promoting, readers in the market for whatever is being sold are likely to follow-through. So long as the message you intend to impart is effective and precisely conveyed to the audience, you will have done your job. Thus, it’s vital to consider the audience’s perspective in crafting any piece.

KNOW YOUR AUDIENCE

A consumer stumbles upon a piece of writing dedicated to promoting a product or service. They have the choice of reading it or not. Even if it applies to them, it doesn’t guarantee they are going to follow-through and closely examine the piece. As a promotional writer, you have to make your writing as easy to consume as possible. You must consider your target audience’s perspective and structure your piece based on how you expect your readers to consume it.

Is the piece something you can imagine someone reading at work, or is it something more dense they would read when researching a topic? How long do they have to read it? What parts would they skim? Is the piece geared more toward neophytes to the topic, or veterans seeking to enrich their knowledge? Each of these questions must be answered before you write, for they dictate the audience with which your writing must connect.

PERFECT THE STYLE

While there’s no formula for good promotional writing, there are certain generally accepted principles which apply across formats.

Direct, Concise, Targeted: Good promotional writing directly addresses a target audience with a clear, concise message. The message should be defined from the outset: this is a superior product or service. It’s important to be direct by getting to the “What” before the “Why”. The writer must target a specific audience. They must know who would read the piece and what they would be looking for. Every sentence must contribute directly to your message. The minute a reader senses something was written for the sake of taking up space, they will stop reading. Be considerate of their time. Do as much as you can with the attention they give you.

Accurate, Appealing, Persuasive: Good promotional writing accurately depicts the appeal of a product or service in a persuasive manner. Rather than resort to hyperbole, effective promotional writing allows the product to sell itself by presenting accurate, benefit-led facts. You must understand how the product or service appeals to your target audience before you sit down and write. Once the appeal is established, elaborate upon both the positive effects the product or service creates, as well as the negative effects it averts to craft a persuasive argument of why they must go out and obtain this specific product or service.

Smooth, Purposeful, Structured: Good promotional writing adheres to smooth, purposeful structure designed with the objective of creating the most efficient, enjoyable reading experience for the target audience. There are infinite ways to structure any given piece, but good structure plays into an audience’s expectation to clearly communicate points. Every sentence should directly follow the line of thinking preceding it and set-up the next point. General information and the overarching message should be front-loaded so readers who only have time for the first paragraph still understand the point of the piece.

IDENTIFY APPROPRIATE VOCABULARY

Identifying proper vocabulary for promotional writing can be a bit tricky. You don’t want to overload the reader with words they may not understand, but you also must assert your intelligence and don’t want to sound too colloquial. Acceptable vocabulary depends greatly on the target audience. Your word selection will be different if your target audience is a consumer of technology products versus if your piece was targeting professional application developers.

If you follow the guidelines above pertaining to promotional writing style, the flow of your writing should exude the intelligence you desire more than an elaborate vocabulary, which can sound pretentious when overdone.

For more techniques on vocabulary selection, check out this handy article by Writers & Artists.

CALL TO ACTION

A call to action is a statement which presents an opportunity for the audience to continue the dialogue regarding the topic, product, or company. A call to action could encourage the reader to contact the company by phone, click a link to the company’s website, follow the company on social media, share, comment, or link to another article where they can read more. A call to action is anything which feeds the audience’s desire to either continue the conversation, or take action and follow-through with whatever your desired action response is in writing the article. The goal of any promotional piece is to drive traffic to the product or service, thus a call to action is perhaps the most vital statement in the piece.

Learn more about call to action techniques by checking out this great article on the topic: How To Create a Successful Social Media Call to Action.

In our next Promotional Writing entry, we will help you out big time by creating a process with tips and tricks on structuring and revising your promotional writing.

At Mystic Media, our vast experience in strategic marketing  and application development has given us expertise on the all formats of promotional writing: from copy writing, search engine optimization, social media marketing, web design, and more. Learn more by clicking here or by contacting us by phone at 801.994.6815