On content and why you need to up your game…

content is king

Social media content is an important area of focus for brands wishing to communicate online. Content is king and queen (perhaps even the whole castle) and you have to be committed to putting it out there for the world to see of you want attention. We tell clients that the business drives social and not the other way around, so the content plan begins well before it shows up on social.

First a brand must define who they are and what sets them apart from the pack.  It sounds crazy that you have to remind them of this, but we constantly explain that their story, should be their story. Not some other contrived fabricated tale, not what they think people want to hear, but their actual narrative. In this new age of brand transparency, if you aren’t honest and forthcoming it will be hard to land and keep customers.

For a healthy CPG brand this is so important to do, because it is a very crowded vertical and everyone thinks their baby is the cutest. Meaning they are so passionate about what they sell and why customers should care, but they struggle with how to explain that. Sircle encourages them to just start documenting and putting out a lot of content that conveys the why, behind the what.  It doesn’t need to be perfect, but it should be clean, concise and helpful in some way.

Gluten free, allergy conscious, all natural, non-GMO the list goes on and on.  Why should I care and why is your product a solution? Document some longer form content to answer those questions and ideally use video (more context, more organic and paid reach and more likely to be consumed) as your main format to do so.  Then take that content and push it our via social.

Remember content needs to:

1-Stand out from the clutter (the goal is to capture attention)

2-Be on brand (the goal is to get some of your branding out there and in front of consumers)

3-Be native to platforms (think sizing, clarity, length when talking videos)

4-Be experimental (don’t just be safe, experiment with new ideas)

5-Feel original (be careful of being too “cookie cutter” AND copying from other brands)

You need to put out consistently good content, do it at a reasonable and aggressive frequency AND not get complacent or lazy.  Don’t worry about social posting frequency, before you figure out what you might want to say.  If you have a lot to say and share (NOTE: playing DJ and passing along content from publishers can help covey your point too, and put less pressure on you to be the actual songwriter) then you will know how often you should post on the various social platforms. Let the content dictate your actions and then leverage social to win.

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Why Are Your Website Revenues Not Higher?

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Why are your website revenues not higher you ask?  For many brands, it might not be a traffic issue, but rather a conversion problem. So many companies think you can create a website with a “set it and forget it” mentality, but that just isn’t true. If you want to make money via your website (who doesn’t right?) then you need to be listening and paying attention to how people navigate your site. Furthermore, you need to be prepared to take action when you see something that is clearly not working. This practice is referred to as conversion optimization, and you should be in the game.

We have talked about the need for Google Analytics and custom dashboards here on this blog and the next question should be, then what?  If you are tracking behaviors like bounce rate, duration and page flow, then you will start to see areas that need fixing. There will be negative, actionable information like: Why do so many people go to this category page and leave right away?  Why do they get to the cart and abandon so frequently?  And conversely there will be positives such as: Why do people spend 3+ minutes on this page and why did this particular blog post garner so many views?  If you start asking these questions and diving into the pages, you will find opportunities to remedy and/or double down on the good. You must be doing this on a monthly basis.

Imagery, copy, colors, positioning and clear calls to action, are just some of the things you need to consider as you mold your site to be a better engine for business.  Having a partner to help you both strategize and implement the changes is very important.  Most brands don’t have someone on staff to make the calls and even fewer have a solid webmaster relationship in place to make updates in a cost (financial and opportunity) efficient manner.  As such, they often just don’t do anything, and that is a huge mistake.

Website revenue is a game changer for a business in any vertical, because the margins are typically higher AND you have a one-to-one relationship with the buyer. This should lead to increased frequency of purchases and a greater life time value from that user if you are doing things right. So the question isn’t why aren’t your revenues higher, the question should be – are you doing anything about it?

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Sircle Media- Mobile Tour Design For Ginnybakes

Screen shot 2015-05-12 at 10.01.14 AMWe are always “all in” with our clients and willing to do what is ever needed to help them win online.  Sometimes we also get involved in the offline world to help them get more social with their branding and collateral materials.  Recently our client Ginnybakes asked us to create a design for a van for the company’s Summer 2015 multi-state sampling tour.

Our Art Director, Carlos Palacios took the lead on this project and handled everything from ideation to production.  When it came to creating the design, Carlos said he knew that he wanted to make sure the final product was unique, but still fit the vision of the client and appealed to the target audience. The client had a “colorful 60’s theme” in mind, so Carlos took that and ran with it.

“Both the client and I agreed that pink should be the base color as that would stand out the most, but [pink] would also be a great launch into that 60’s theme,” he said.  At the end of the day, his main focus was making sure he could create an attractive and recognizable design that would help create better brand awareness for Ginnybakes.

Below are some visuals that showcase the various POV’s we created for the vehicle

Sircle-Post-ginnyVan-02We then brought the tour to life on their website with a map that we designed and coded so they could showcase their map and tour dates.  Check it out here: Ginnybakes Tour Map.  Stay tuned for other great design projects coming soon.

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