On May 23, Talk NYC hosted “Engage: The NYC Digital Storytelling Conference 2016,” and yours truly was in attendance. Owing to my naturally cynical nature, I wondered just how much would be said to help me in my day to day role. Turns out, plenty. And though most of the stories and examples shown were aimed at a B2C audience, the lessons learned were quite universal as it applies to B2C and B2B marketing.
Here are some of my key takeaways:
I Dress Poorly
OK, so this wasn’t addressed at the conference but considering how many compliments I received from co-workers, over nothing more than a button-up shirt and dress shoes, it’s easy to draw the conclusion that I must look pretty ratty every other day. Womp womp.
Instagram is the Conversion King
More than Facebook, Twitter, or Snapchat, Instagram is the best social channel for conversion. Instagram is not only today’s hottest social platform, it also offers a slick news feed style that is very conducive to how today’s younger generation operates online. Relying solely on visuals, Instagram is the perfect way to connect, inspire, and grant access to followers who would rather view a picture than read a testimonial or marketing message.
For a B2B audience, it may be difficult to see the value of a platform like Instagram for marketing, but it can be a very simple way to humanize a brand. People want to do business with people, and though not all marketing messages may work on Instagram, giving customers an inside look at operations, company culture, or new products may be enough to pique their interest.
Celebrities Aren’t Typical Celebrities
I’ve never felt as old as I did when a guest speaker flashed a graphic displaying the top 20 celebrities ranked by a social influencer score… and I recognized about four of them. The first mainstream celebrity on the list was Katy Perry, who checked in at number eight. The highest ranked celebrities were all social celebrities, owing their fame to platforms such as YouTube, Instagram, Vine, and the like. For brands looking to connect with an audience through social channels, it’s smart to consider those who are actively popular on said social channels. With their built-in audience and platform relevance, it’s easy to see why a celebrity endorser should be considered not based on their fame, but by the intended medium.
For both B2B and B2C organizations looking to employ a spokesperson or celebrity endorser, it’s key that they fit both the industry and social channel. Remember, in today’s world, a blogger with a million followers is perhaps more influential than an A-list actor whom everyone realizes is being paid to endorse a product.
Find the Right Content
Social celebrities and bloggers can be a huge addition to any marketing plan, but only if they fit the content. Don’t try to find a spokesperson and make them fit the content. Instead, create content and then figure out what type of personality would fit best. A superstar like Lebron James has millions of young fans, so his presence alone would do little for say, a retirement management company. But attach James to a sneaker, app, or music player and you’ll have far more success. For brands goings the route of a celebrity or blogger, find one whose relevance and audience match the brand’s demographic. Don’t just shoot for a big name because it sounds good.
For a B2B brand, industry experts are definitely an avenue to consider. The credibility of an expert can boost the credibility of a brand, and come across as more genuine than a typical testimonial.
Tech for Tech’s Sake is a Waste
This was one of my favorite lessons, as it confirmed something I’ve long noticed. A lot of brands want a Facebook page or an app, but the main thing to consider is how the audience will actually use whatever bit of technology you are using. If a product is aimed at an older generation, an app may not be the best use of resources. Similarly, if aiming your message at a younger audience, a website may not be necessary. If the aim of a piece of digital content or technology is to get people to perform one action, hone your messaging and development to that one thing. Forget the bells and whistles, focus on the end user, and give them just what they need to perform the desired action. This is one of the most universal lessons there is for any brand interested in marketing.
Start with a Story
There are many times where we have decided the medium long before we’ve figured out what we even want to say. This happens for many reasons, and will continue to happen, but think about the story first. Sometimes, the story will be applicable to one digital channel, maybe not another. If your story is emotionally engaging but not visually striking, a podcast or Facebook promotion may work. If your story features nothing but gripping images, skip everything and go straight to Instagram. But whatever you do, flesh out your story, explore its strengths and weaknesses, analyze its most engaging parts, and then decide where it should live.
No matter if you’re a B2C or B2B brand, every brand or product has a story. For those unsure of their story, consider the reason for a brand or product’s existence. What is being offered was built to address a pain point or overcome a challenge. That is the story and it’s how to connect with the audience. The better the story, the more engagement, the more sales.
Create “Thumbstoppers”
This genius term was introduced by Sree Sreenivasan, Chief Digital Officer at the Metropolitan Museum of Art. His point was that people are constantly on mobile devices, and to get them to stop scrolling, you must create a reason for them to stop. A thumbstopper, if you will. If your content looks and sounds the same as everything else, why is someone going to stop scrolling? Simply put, they won’t. They’ll flick that little thumb until something interesting does pop up. Aim to be that something that gets those thumbs stopping.
Now keep in mind, not every thumbstopper is going to be a video about a record-breaking feat. This is where finding the right content and understanding the audience really fits in. Whereas a millennial may be stopped by a picture of a Kardashian sister, a 50-something IT guy may be stopped by a crazy stat on load-balancers. By fully understanding the audience, it’s easy to formulate an ad or content that will cause them to give pause.
Brands Can’t Buy Visibility
Yes, you can spend millions on a Super Bowl ad that will be seen by millions. For most brands, that will never happen. What is meant by brands not being able to buy visibility? People today are too used to be marketed at. They’ve gone banner blind, can skip commercials, and know BS when they see it. So what succeeds? Valuable, engaging content. If someone can use it, share it, have fun with it, or otherwise interact with it, you have a great shot at creating something people will be happy to pass along. Nobody is forwarding a banner ad to their friends, but people will forward a video recipe for a quick and healthy dinner. If you can find your equivalent, you’ll be successful in the 2016 digital space.