Marketing Setbacks

Marketing Setbacks

When it comes to running a business, especially when its small or medium-sized, one knows about how many problems occur frequently.

As an entrepreneur, one must constantly put out fires, keep the business in check, and at the same time, focus on its sales and growth in order to keep the business running and simultaneously improve it as well.

When it comes to its growth and improvement, apart from the obvious focus on your product and/or service and customer relations, the other important factor is your advertising and marketing.

That area of your business which lets you share your story, which lets you connect with your customers, which helps you grow your business and reach to more and more people.

For some, it’s really really effective and for some, they still take their time to figure out the right approach for their business.

Here’s where the problem lies though.

Businesses get affected by their setbacks, we agree on that, be it of any kind.

However, as soon as there’s a setback in a business, the first thing that gets affected is advertising/ marketing.

That’s where the costs are saved, that’s the area where the immediate action is taken unless things get resolved.

What one doesn’t understand is, a decision of such kind hurts them even more than they realize.

The one area which you stop at such a moment which could’ve helped in solving your issue actually derails the business even more.

If you look at data, you’ll notice how sales fall as an impact of this decision. Footfalls decrease. Customer engagement becomes less gradually.

Without constant marketing, word’s not going out about a business. Their updates. Their improvements.

Such a marketing setback, which was a hasty and an impatient one, in actuality setbacks the business.

When one truly understands its importance, how effective it is, the powerful tool it is, then they are able to scale their business, then they are able to solve their issues, then they are able to double down on it and use it to their advantage.

It’s only when one doesn’t, when their business gets affected, in order to “cut costs”.

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Making Marketing complicated

Making Marketing complicated

Why do we complicate marketing?

Why do we have to complicate the process of connecting the brands and the individuals with other individuals?

Why do we have to complicate the process of building a relationship?

Even though the process generates results, even though its been going on since years and years now, as a marketer, seeing how the consumers are manipulated into the brand’s funnels shocks me.

By offering free e-books/ courses, hugely discounted material just for a day, and such similar marketing gimmicks, is being used to manipulate people into their funnels makes me think how low can someone get just to get their numbers high.

With the kind of social media and digital access that is currently available, it’s also the permission economy where you need the permission of the consumer to sell them anything.

The permission to make them your community member.

The permission to make them your newsletter subscriber.

Marketing gimmicks work, they generate results, they generate the numbers and thus it is continued for such a long time.

However, until when does it work with every individual consumer?

Consumers are smarter than before, they might enter the first or the second step of the funnel, but are they reaching the end nowadays?

That’s the question that should be asked.

Marketing has become so complicated that something as simple as, “Would you like to buy this?” isn’t even seen anymore.

Asking whether you’d be interested in a newsletter isn’t even asked anymore. You somehow always get that mail one day, because you were a part of the funnel sometime back.

There’s no permission anymore, especially at a time when it should be asked.

Marketing has become complicated, and as a community, we have made it so.

But, it’s also our responsibility to transfer the power back to the consumers, let them be the judge of it, let them have their permission back.


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P. S. Here’s me asking for your permission –

Subscribe to my weekly newsletter, ‘The Weekly Zazz‘ here – where I combine thought, emotion and information on mindset, marketing, entrepreneurship, pop-culture and more.

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I have a daily podcast too, Mindset Marketing Movies – an RTH24 podcast – daily digestible episodes on mindset, marketing and movies.

You can listen to it at –
Spotify|| Apple Podcasts || Breaker|| JioSaavn || PocketCasts || Google Podcasts

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If you wish to get this daily blogs on your mail, please subscribe here – https://bit.ly/2FedEeV

This is the best time to create Content!

This is the best time to create Content!

Creating content, no matter the quantity, applies to every brand and individual when it comes to connecting with their audience and building their brand base online.

Its an ongoing battle to create content constantly which connects and aligns with the brand, keeping the different social media platforms in mind.

During this time of self-isolation, as you nust have already noticed, there has been an uprise of content everywhere.

However, there are a lot of people who are a bit skeptical as to whether they should create or not and what should they create.

Let me tell you this – this is the best time to create content on the social media platforms and let me also explain why.

Everytime when it comes to creating content, in terms of the corporate brand or the personal brand, the creator will think a few times whether its up to the mark or not, and whether it can be improved.

What I am about to say, applies especially to new creators, but also to everyone else as well.

With mostly everyone being isolated at their homes, and everyone being on their smartphones, on various social media platforms consuming content and thinking how should they spend their time wisely – they also know this – the one who is creating the content is also at home.

Now is that one time when you can focus only on your content, without focusing on the production, without focusing on the background, the lighting (not that you can shoot in darkness now, but you know what I mean), you can now compromise on the equipment (whether you have it or not) and just focus on the value to be provided to the audience.

Isn’t that crazy to think about?

Sure, the other things matter too, but not more than the content which is the essential element behind that video (I’m talking video here – because it is the most consumed type of content form right now).

This is the best form of a confidence booster for the creator, who doubts their content and who doubts whether what they created is postable or not.

Thus, why I say that this is the best time to create content.

Well, if you agree with this and/or if this has given you the confidence, go for it – start creating some content.

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#AnOpinionOn: Disappearing Stories are now Everywhere!

Short Blog Posts.

Short Blog Posts.

After writing blog posts for almost a year now, on a daily basis, I have realised that there is no definitive length to writing a blog post.

A blog post isn’t always defined by writing 1000 words or more about a certain topic.

It is more about explaining the topic in the best way possible, no matter how lesser or more words you write to do so.

You could explain something in a line or you could take 10 pages to write, they are still blog posts. You don’t have to unnecessarily use words and verbs and adjectives to extend the length of your blog just so it seems more readable.

I’d consider this to be a short blog post, but the funny part is I’ve written much smaller ones too, over time.

Whatever makes you content with your writing on that particular topic.

Community Engagement is Necessary!

Community Engagement is Necessary!

As an individual or a brand on social media, it’s always been about more followers and likes, the “mark of success,” that everyone tends to forget the audience who are already connected with them.

Community Engagement is the #1 step to connect with and grow your audience.

Every social media platform has its own set of features to interact with your audience.

With Instagram as an example, you can interact on your DM as a one-on-one, another option would be either as polls or questions on your Instagram Stories.

However, the most important place is your comments! The place which people usually avoid.

A meaningful reply to a genuine comment, or at most, a ❤️ says that you appreciate and acknowledge what they’re saying.

Every piece of engagement builds further to this same person sharing your content, or connecting you with someone else who might be beneficial to your brand, as a potential customer.

It all starts with community engagement that leads to building a community.

Social Media is more than Followers and Likes

Social Media is more than Followers and Likes

As an advertising agency, or a brand, or an influencer, with every platform, everyone tends to focus on the followers and likes to measure their engagement. However, when it comes to reaching out to more people, social media is more vital than that.

With the tools available within the platform and externally too, there are insights which show impressions and people reached and profile visits, which shows the impact you’re making with your content.

The number of views and impressions should matter more because, from the long-term perspective of brand-building, these same people will see your content again and again, and eventually attract to it, if they’re your target audience.

Thus, initially, one’s focus should be on reaching out to more people, simultaneously creating genuine content which holds value to them, eventually building a community for your brand.

It cannot be done in one creative.

It cannot be done in one creative.

Have you heard this before?

“I want to explain my brand through this one fancy creative.”

“Do one infomercial post about the brand so people know who we are.”

“We are introducing a new product and we have to make one video about it.”

And more such examples.

But the bottom line is, the game of social media doesn’t work that way.

Keeping the algorithms of these various platforms in mind, and not to forget the attention span of the audience – considering the various amount of content they consume in one go…

It’s extremely difficult to focus on just one campaign, or one creative, or one video in particular that could make your case.

To be fair, there are a few that hit the mark but that’s because the brand is already built and people know it.

For everyone else, that one creative, even if it is a successful one, in terms of numbers, one cannot rely solely on it to get the true results.

True results is mainly getting the brand name out there, selling a product or a service, converting the audience basically.

Back to the topic of one creative, that’s not how one should approach it in the first place.

You have to think of it in macro terms. You have to think of the brand first, think of how the audience will perceive it and then plan accordingly.

Think if you’d be the consumer, and how you’d like to be told about this certain information. Are you focusing on this one-off thing or do you want to make it a long-term connection?

In terms of the latter, you have to know your target audience, know your product, provide value to them in terms of that, slowly and steadily, build your brand whilst the consumer themselves want to follow your content or buy your product or service in their own time.

Thinking of the macro, you have built your brand, built a community and also, sold your product or service.

The bottom line being, you cannot approach this entire process with one creative or one campaign being the only thing that would work for the brand.

#TipsOnHowToZazzYourBrand

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Spend More, Earn More

Spend More, Earn More

To grow your brand to the next level, you need to advertise.

To reach your target audience, you need to invest a decent sum of money in your advertising and marketing budget.

“The man who stops advertising to save money is the man who stops the clock to save time.”

To put it simply, if your brand is new to the market or if you’re planning to launch a new segment/product, you need to reach a specific set of people to get your sales going.

If you don’t spend enough, you won’t reach to sufficient people and the results won’t make a difference.

“Your agency would advise you and suggest you, but at the end, it’s up to you whether you want to reach the next level or not.”

A detailed example would be as such if your revenue is between 10 lacs INR and 20 lacs INR on a monthly basis, does it do justice to the fact that you spend only 20,000 INR to increase your sales. #SpendMoreEarnMore

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Quality is Subjective

Quality is Subjective

Quality is Subjective!

Who decides whether your post/design/caption/campaign is up to the mark or not?

Certainly, not the creator.

What is good for you, might not be for the one consuming it and vice versa.

At the same time, gone are the days when you could work on one creative only, try to make it perfect and pray that it works for the brand.

Now, there’s not one perfect thing anymore.

Quality is surely not dismissed here, however, the quantity is increased – so you can create more, in order to experiment more, in order to reach more people and cater to their individual interests.

It’s a Permission First World!

It’s a Permission First World!

With the change in trends, and the rise of social media, it’s the not the same anymore to sell a product or a service.

Its not the same old sell-sell-sell anymore.

Times have changed and we have to change with them! It’s a Permission First World now!

What does that mean?

In order to sell whatever you’re selling, you have to ensure whether the customer is genuinely interested in your brand or not.

Once they are on board, they are also giving you the permission to sell them now and this time, you’ve made a sale without selling.

#TipsOnHowToZazzYourBrand

What’s ‘perfect’ in marketing?

What’s ‘perfect’ in marketing?

Are you looking for the perfect creative? The perfect caption? The perfect marketing campaign?

What if it doesn’t work out though?

That’s the thing about ‘perfection’. Its only perfect for you, but might not be for the audience. Or rather, it could be perfect for some of the people, but not for others.

Instead of looking for one perfect trick in the bag, the better option is to do more for all, so in that case, one could work for some and another for the rest.

That also helps to experiment more and understand your audience better, not to forget, also broadening the horizons of your brand.

#TipsOnHowToZazzYourBrand

Quantity > Quality?

Quantity > Quality?

Whenever there has been a talk about quantity, the question also shifts to whether the quality would be affected because of that?

Here’s the scenario which explains that in the best way possible –

Would you rather focus on one creative, put all your efforts into it and it gives you 30% of the expected results?

OR

Would you create 50 content pieces which might give you 80% of the expected results, and at the same time, keep your audience constantly connected with you?

More quantity doesn’t mean comprising on quality, they go hand-in-hand. It only allows you to create more/ experiment more and get you more results in the process.

#TipsOnHowToZazzYourBrand