Marketing That Connects with Younger Audiences in Three Letters

Get connected with your target market through the power of reaction GIFs and a motion graphics design company to carry your voice in a new dimension.

Here’s one rule about online communication: Over time, it will always trend toward the simplest and least work-intensive mode possible. That’s why reaction GIFs have supplanted witty one-liners as the Internet’s retort of choice. For brands seeking to update their marketing efforts with a fresher look (perhaps by hiring a motion graphics design company) it also represents a big opportunity.

Why GIFs and motion graphics connect with today’s audiences

Just in case you’ve been on a multi-year social media detox, let’s take a moment to explain how GIFs work. If you’ve ever been on Twitter or another social media platform and witnessed someone reply to a questionable comment with a looping video clip of someone else doing an astonished double-take, you’ve seen a reaction GIF in action.

GIFs (short for Graphics Interchange Format) have become a dominant mode of expression in social media settings, text applications, and other mediums. The reason is simple: With virtually no effort, you can express a complex (and often quite amusing) message.

In a development that should surprise exactly no one, younger people are especially fond of GIFs. In a Time magazine survey, a full two-thirds of millennials claimed that GIFs represent their feelings and thoughts better than written communication.

While that is undoubtedly a major blow for idealistic English teachers across the globe, it’s also an opportunity for savvy marketers.

Let’s face it: Marketers have been told ad nauseam that appealing to millennials and Generation Z is imperative. And that’s true — there’s no arguing with demographics. Yet despite this urgent task, brands haven’t always covered themselves in glory when it comes to targeting millennials. Even an otherwise sharp outfit like Google stumbled while negotiating this tricky terrain.

The search giant created a report advising other businesses on appealing to millennials. This report, hilariously titled “It’s Lit,” featured a design that made it look like an especially flashy Macy’s catalog. Inside things were even direr — Google’s Millennial Research Team maintained that Gen Z members think that Chick-fil-A is the world’s “coolest brand” — ranking higher than famously ultra-cool brands like Vice and Supreme. Much media derision, of course, ensued.

So how can a business with fewer resources than Google negotiate this millennial minefield?

Through partnering with a motion graphic design company. And GIFs, of course.

Integrating GIFs into your marketing

GIFs have value because they allow brands to transmit their messages in what is essentially the lingua franca of the youth Internet. Brands that can deploy GIFs in a clever manner will seem more relatable.

GIFs have the benefit of being simple to use and hard to misuse. Younger audiences may scorn a business using “It’s lit” non-ironically, but they won’t think twice about a clever GIF deployed via social media marketing.

Young people aren’t the only market to target, of course, GIFs can be used to entice customers within marketing messages. Blue Apron uses GIFs in its email marketing campaigns to show consumers the delicious meals they could be making. GIFs can be used in digital ads or integrated into blog posts as instructional elements. They have far more utility than simply being deployed as a witty rejoinder in a social media conversation.

Working with a motion graphics design company can help brands optimize their GIF strategy. The right company can help a brand derive maximum value from a small — but powerful — visual message.

The takeaway

At BIGEYE, we like a great reaction GIF — but we love helping brands develop exceptional marketing campaigns featuring motion graphics. Contact us today to learn more about what we can do for you.

Dramatically Improve Your Content Marketing Strategy in 4 steps

Don’t let your content get the best of you, work with a content marketing agency to take a load off and increase your overall performance.

There’s no doubt that content marketing is a critically important differentiator for businesses. The industry is experiencing explosive growth, and top content marketing agencies are busier than ever.
Yet many organizations remain dissatisfied with the results their strategies are generating. They watch competitors gain traction, yet can’t replicate their success.

Other agencies find initial success, but have difficulty creating a sustainable pipeline of fresh, interesting content. And that’s understandable — the ideation and execution processes aren’t easy, and most content marketing plans require a continuous stream of new material. That’s a stiff — and time sensitive — challenge.

Fortunately, jumpstarting a tired or ineffective content process doesn’t typically require a massive overhaul. In many cases, a few relatively minor tweaks can dramatically improve the reach and engagement of your content.

With that in mind, let’s take a closer look at a few tactics businesses can use to significantly improve results.

1.Explore new content mediums

Content diversity is an important part of an overall content marketing agencies strategy. This doesn’t merely apply to idea generation, however; it’s also important to offer audiences a variety of different mediums through which to consume content.

Incorporating more videos, infographics, scripted animations, etc. can help break up monotony and engage audiences on a deeper level. You don’t need to be Steven Spielberg or a design wizard to get started, either. Something as simple as a “behind the scenes” video featuring members of your organization can help audiences connect with you and build a stronger bond.

2.Audit existing SEO practices

The best practices in the Search Engine Optimization (SEO) realm change at a dizzying rate. It’s imperative to stay current, however, as SEO is absolutely critical to any distribution strategy. If you develop the most interesting content in the industry — but nobody sees it — what have you really accomplished?

In order to ensure that your content is widely accessible, it’s a smart idea to audit your SEO practices on a rolling basis. While most companies can do simple keyword research and content optimization, it’s necessary to partner with a digital agency with specialized skill and expertise in order to get the most out of your SEO efforts.

3.Target niche audiences

Taking an overly broad approach is one of the single biggest mistakes businesses make when it comes to content strategy. When you try to speak to everyone, you often end up speaking to no one. Your content simply isn’t relevant enough to engage and sustain interest.

Smart content marketing agencies understand the value of niche audiences. They tend to be highly engaged and motivated, always searching for new and relevant content that falls within their niche. Find out where these audiences live online, create interesting content that’s optimized for their interest — and you’ll be amazed by the reception.

4.Take a more data-driven approach

At this point, we’re all aware of the value of data — many of today’s most valuable companies are dedicated to collecting, analyzing, and selling out information. Surprisingly, however, many small to mid-sized businesses fail to adequately leverage data in their content marketing strategies.

Evaluating key performance indicators (such as traffic, conversions, engagement rates, etc.) can help you understand the strengths and weaknesses of your approach. To maximize the value of a data-driven approach, however, you may need to expand beyond basic indicators by partnering with a top audience segmentation expert — one that specializes in data-driven audience analysis.

The takeaway

At BIGEYE, we love helping brands create exciting new content marketing strategies that drive real world results. For more information about how we can help improve your content marketing efforts, please contact us today.

A Comprehensive Guide to Marketing Services

If you’re a small to mid-sized business owner, you almost certainly don’t have enough time in the day to get everything finished to your satisfaction. Often, the day-to-day operational demands that come with running a business make it difficult to focus on the broader strategic picture — something that is essential for growth.

In order to create a truly high-performance enterprise, it’s sometimes necessary to contract with outside agencies for help with key creative and technical tasks. By working with a trusted agency, business owners don’t have to work outside the limits of their own expertise and have more time to focus on their own high-value tasks.

With that in mind, let’s take a look at some of the most important services offered by today’s top creative agencies.

Marketing research

In order to validate their hypotheses, marketers need to collect hard data, and this comes in form of data collected by a marketing research agency. This research may occur through focus groups and brand awareness studies.

Many brands partner with a marketing research agency to help complete these tasks and conduct primary market research. By working with a consumer insight agency or focus group research company, brands can gather the kind of data that helps identify the strengths and weaknesses of their products and services, while also better understanding their target market.

Additionally, a usability testing company can help a company determine how an intended audience interfaces with a product or service, while Florida research companies specializing in market data can assist with consumer profile services and qualitative research services. This gives their clients a broader picture of who their audience is, and how those audiences are responding to products, services and marketing campaigns.

Creative services

Creative work is the heart of effective marketing and branding. Whether it’s print advertising, sales materials design, collateral design or annual report design, creative work is the conduit through which audiences and brands connect.

Most small to mid-sized businesses don’t have the budget or expertise to deploy an in-house creative team. That’s not an insurmountable hurdle, however; by contracting with a copywriting company, outdoor marketing agency, tradeshow display company or packaging design agency, brands can realize their creative vision and better connect with their customers.

Digital marketing

We’ve reached a point where the terms “marketing” and “digital marketing” are almost interchangeable. Most of us live, work, communicate and play online — which means that businesses need to do their utmost to connect with people in the digital realm.

This is accomplished by the following techniques such as email and content marketing and various forms of pay-per-click marketing services or display advertising services. By working with a digital marketing consultant, a content marketing agency or an email marketing agency, brands can help ensure that they reap the rewards of a digital approach.

A new and critically important trend is voice technology. Given the staggering adoption numbers for smart speakers and digital assistants, forward-thinking brands should also consider pursuing voice development services from an Alexa app company or a top Florida digital marketing company.

Strategy

Great marketing campaigns all begin with a smart, overarching strategy. This strategy should encompass everything a business does in terms of marketing creation and distribution, including various content types and channels.

Marketing data analysis conducted by a marketing strategy agency can play a key role in this process, as it provides a sound foundation on which to build campaigns and test assumptions. Businesses may also wish to focus on more niche areas by employing an audience segmentation consultant or social media strategy company, both of which can play an integral role in helping brands identify and engage with ideal audiences for their products and services.

Today, a comprehensive marketing strategy must cover a wide variety of channels, reflecting the nature of how audiences live, work and consume content today. This means that working with a multi-channel marketing company that specializes in this kind of approach is often a smart idea.

Media buying

When it comes to good marketing, distribution is just as important as creation. You can have the most compelling campaign in the world, but if nobody sees it, what good does it do?

That’s where media buying enters the equation. The right media strategy services or media planning agency can help ensure that your marketing content gains maximum exposure through every relevant channel, including print and TV.

Digital, too, is an important piece of the media puzzle. A digital media buying agency that specializes in this channel can help ensure your campaign gains traction, while an attribution modeling company can provide you with measurable data that confirms whether or not particular marketing or advertising approach is effective.

In today’s changing world, it’s also important to ensure that your media campaigns reflect the viewpoints of all consumers, which means that it makes sense to work with a multicultural marketing agency that has the perspective to connect with all audiences.

Web development services

Maintaining fully-functional websites with smooth and intuitive user experiences should be a key priority for just about any business. Websites serve as the public face of a business and also often play an important role in generating revenue. If a business can’t be trusted to offer the public a professional and reliable website, prospective customers may wonder about the quality of the products and services they will receive.

However, not every business is equipped to maintain a reliable, user-friendly digital presence. In such cases, it makes sense to partner with a web design company or website development company that can handle every aspect of creating and maintaining digital properties. Additionally, a good content management company can help ensure that businesses place high in organic search rankings by following the principles of search engine optimization and content marketing.

Continuity is also critically important, as downtime can result in lost revenue and angry customers. An Orlando web development firm offering website maintenance services can help local businesses ensure that their digital properties suffer from minimal technical interruptions.

By partnering with top Florida web design consultants, local businesses can ensure that their online presence serves the needs of their customers, while also attracting new business thanks to the compelling design and reliable functionality.

Branding

In order to be successful in a highly competitive landscape, businesses need a way to differentiate their products and services — and that’s where the art of branding comes into the picture. Branding agency services and brand naming services help companies establish compelling brands by developing product names, packaging, and other key design elements. For example, a business may choose to hire a logo design company as part of its overall branding strategy.

A brand story agency can also help businesses create a compelling brand narrative, one that communicates the values and vision of an enterprise to its audience. Brand messaging services can also help a company convey their value proposition to consumers while communicating a message that inspires, intrigues and motivates potential customers.

Branding, when done properly, should inform how a business communicates on every level. Hiring a brand strategy firm, or devising a brand style guide, can help brands ensure that their public-facing content maintains a consistent brand voice. Meanwhile, the practice of brand positioning defines precisely how the products and services a business sells differ from that of its competitors.

When looking at creating a new branding approach from the ground up, companies will often seek out the help of a brand strategy firm. These are full-service agencies that can help with all aspects of a new branding program, or the rebrand of an existing company, product or service.

Video production and marketing

Roughly a decade ago, businesses were in scramble mode to accommodate society’s shift to mobile devices. Within a very short period of time, the smartphone and tablet transformed with the way people live, work and consume content. Today, we’re experiencing another major shift, this time centered around video.

Because people (particularly younger demographics) prefer consuming video over other formats, the creation of marketing and promotional videos has become an essential marketing service.  By partnering with a video production company or video editing company, brands can reach new audiences and deliver the type of compelling content that leads to successful marketing campaigns.

Social media platforms, of course, are a powerful distribution channel for video content. By working with a social media video company, brands can leverage the expertise of these agencies and greatly increase the reach and engagement of their video-focused social campaigns.

For businesses seeking top video production, Florida is an ideal place to be located. Along with sunny weather and beautiful scenery, Florida is home to some of the world’s best creative agencies. This means that brands in the market for a corporate video production company to lead their latest campaign are perfectly situated.

Social marketing

Social media marketing services are one of the fastest-growing agency marketing offerings. That’s for good reason: The reach and power of social media are greater than ever, and social media advertising services are subsequently in high demand.

Yet while the right social strategy can pay enormous dividends, many businesses simply lack the experience and expertise to execute a high-level social media marketing campaign. In such cases, these businesses should strongly consider working with a social content agency or social media management company.

These agencies have the specialist skill to create high-performance social marketing campaigns that gain serious engagement among users. Social media can be a powerful (and cost-effective) amplifier for a brand. Yet without the right strategy, even the best content will be ignored.

To ensure that all company social media services are on point, businesses without an internal team of experts should strongly consider working with an agency, one well-versed in search optimization and audience-building techniques.

Influencer marketing

One only has to glance at Instagram today to see the power of influencer marketing in action. Social media influencers and brands have formed a symbiotic and mutually profitable relationship, as popular platform users use their followings and personal brands to highlight sponsored brand products.

Yet cracking the code of this emerging world of influencers isn’t always easy for established brands, many of which lack social media expertise. An influencer marketing agency (sometimes called an “influencer management agency” can help fill this shortcoming by pairing brands with the right influencers.

Most brands find influencer marketing to be highly effective, as it connects their products and services with people who have dedicated and highly motivated online followings. This is one reason why working with an influencer marketing strategy agency has become so popular in recent years.

Public relations

The work of a public relations agency is primarily centered on two objectives: Ensuring positive press and public perception, and getting a brand’s message out into the public sphere. A company may choose to do this by scheduling interviews, sending out press releases and other such services.

Because public relations is vitally important work, it often makes sense for businesses to use an outside agency with specialist skills. A media relations agency can help ensure harmonious interaction with the press, while a crisis communications company can step into the breach and manage public perceptions during a period of turbulence.

Press release services and media training services are two other functions often filled by a public relations agency. Businesses seeking help with such tasks can reach out to a Florida PR agency, or an Orlando PR company, for assistance.

The takeaway

The range of services offered by creative agencies has grown significantly. Today, a full-service Florida marketing agency can help businesses with all of the services listed above, allowing its owners to free up much-needed time — and benefit from the deep experience and specialist skill offered by modern marketing experts.

Why Building a Fence Is the Best Recipe for Restaurant Success

Marketers and advertisers have always sought new and better ways to understand and target their audience. If you can do this well, your odds of success increase exponentially.

Technological tools have revolutionized this process, giving us unprecedented insight into who our audiences are, and ultimately lead to how we can best identify and reach them.

And for restaurants, few of these techniques are more relevant than geofencing.

Build the fence, and the customers will come.

Geofencing explained

The premise behind geofencing is simple: Businesses can specifically advertise to people who are within a specific geographical area. By using certain technologies, a boundary is created, and everyone within that boundary serves as the target audience.

So how does it work? Geofencing uses well-established location-based technologies, including GPS and Bluetooth, to identify people within a certain area and communicate with them. While the technology isn’t new, it has come to play an important role in marketing and advertising because of another invention — the smartphone.

The technology is particularly useful for businesses such as restaurants. Your typical example of restaurant geofencing would feature an eating establishment creating marketing material (for instance, a limited-time coupon) and sending it to everyone within a specified geographical boundary via their mobile device. As soon as someone enters the specified virtual boundary, the coupon is transmitted via push notification.

Let’s take a look at how this works in closer detail. A restaurant proprietor wants to generate more walk-in foot traffic. Instead of relying on signage or offsite advertising, she employs restaurant geofencing to create a virtual boundary around the establishment. 

When people carrying smartphones enter the boundary, they automatically receive a coupon for a free appetizer that expires in sixty minutes. Because the recipients are already in close proximity to the restaurant (and because people are biologically programmed to respond to feelings of urgency), they are much more likely to redeem the limited time offer.

Restaurants can also choose to switch up the offers on a daily (or even hourly) basis, responding to changing conditions inside the establishment. If a restaurant has a shipment of pricey and fast-perishing bluefin tuna to sell, it’s a simple task to create a special offer and send out a new push notification within the geofence.

It’s also a great idea to be flexible and use geofencing to capitalize on changing conditions outside the restaurant. If the weather is gorgeous, send out a push notification and remind everyone about your beautiful outdoor seating area.

The benefits of restaurant geofencing 

We’ve discussed the positive effect restaurant geofencing can have on sales through location-based targeting. Yet geofencing provides a few other benefits, including the ability to collect more data.

When customers redeem geofenced coupons or offers, restaurants can track other metrics, including the amount of time spent inside the restaurant, the level of repeat business and the type of food and drinks ordered.

Restaurants can also use data gathered to create more highly targeted and personalized promotions, something that should improve the diner experience and lead to lots of repeat business. 

The takeaway

Ultimately, restaurant geofencing can be a highly useful tool that helps establishments better understand the demographics of the area and the preferences and behavior of those inside.

While that’s a recipe for success, it’s also important that you lay the proper groundwork for your geofencing campaign. That means encouraging people to download your smartphone app (geofencing works via app, after all) and setting a reasonable boundary. You can experiment with distances, but it’s generally recommended to stay within a mile or two for maximum foot traffic. 

Want to learn more about how geofencing can integrate with your brand and benefit your overall company ROI? Contact our digital marketing team today!

Ride the Silver Tsunami Wave with 3 Senior Living Marketing Secrets

It’s hard to imagine members of the “Woodstock generation” moving into senior living communities for a life of quiet reflection punctuated by the occasional game of 4 p.m. shuffleboard. That’s one reason why these communities are undergoing a significant transformation. Today’s older generation have new priorities — and your senior living marketing needs to keep pace if you want to remain competitive. 

The “silver tsunami” of aging Baby Boomers has helped redefine the senior living experience. Much as modern workplaces are working overtime to integrate Millennials and members of Generation Z, senior living communities must also align their offerings (and their marketing) with the needs and wants of the Baby Boomer demographic.

With that in mind, we’re sharing three secrets for successful senior living marketing.

1. Target changing priorities

We often hear how Millennials prize walkable neighborhoods when buying real estate. What we don’t hear quite so often is how seniors desire the same thing. Walkability consistently ranks near the top of desired traits in senior communities, according to surveys.

Why is walkability so important? Because today’s seniors are living longer and staying healthier. This means they stay much healthier than past generations and want to remain active. Walkability and other desired features (such as low crime and access to public transit) should be stressed whenever possible in senior living marketing.

2. Market to the whole family

The decision to move into a new living community is a significant one. As such, it’s often a family affair. Adult children may exert a strong influence on the decisions seniors make (or even make that decision for them).

This means that it’s important for marketing to target both seniors and their adult children. These groups may have slightly different perspectives on the process. Seniors will naturally be focused on the amenities and culture of the community, as they will be the ones living there. Adult children, on the other hand, will likely want lots of information about the reputation of the facility, financial arrangements, transitional issues etc.

A smart senior living marketing campaign takes both perspectives into consideration.

3. Breakthrough the clichés

Think for a moment about your typical senior living marketing campaign — you’re probably visualizing a well-dressed older couple walking, playing games or feeding ducks while elevator music trills in the background. 

That may have worked for previous generations, but after experiencing the counterculture of the 1960s Baby Boomers aren’t likely to be impressed. Instead, show real images of community life accompanied by cutting-edge marketing techniques. Produce a behind the scenes video; use social media platforms; incorporate augmented reality, live video or gamification.

If you think the new generation of seniors are too out of touch with technology to respond to this approach, think again. Although this demographic is less digitally connected than younger groups, the size of that gap is shrinking fast.

Think of it like this: The cultural gulf between a 60-year-old and a 20-year-old was enormous a few generations ago. Today, that gulf is but a slight crack in many cases — and this should inform how you market to seniors.

The takeaway

Today’s seniors have a new set of priorities and have redefined notions of what the “golden years” should entail. In short, they want to be active, connected and be a part of the conversation. They don’t want the senior living experience their parents had.

By following the ideas outlined above, your senior living marketing campaign will in tune with those new ideas — and more successful as a result.

Contact our marketing team today to get your campaigns fine-tuned for the right audiences.

3 Tools Every Brand Strategy Agency Uses to Increase Conversion

A strong brand strategy agency knows there are a few tried and tested tools that will boost conversions across every industry. At BIGEYE, we pride ourselves on championing multi-channel marketing so our clients can meet their customers’ needs on any device, across any platform, and raise the collective benchmark for digital marketing best practices. These are the three tools we use to help our clients transform their  brand within months – guaranteed.

1. Segmentation is more important than ever

While content is still king, a one-size fits all model will quickly overthrow the throne. Partner with a brand strategy agency like BIGEYE to fully understand your audience and the different segments shopping for your products. Create custom content for each segment and use tokenization, analytics tagging, social sign on, or self-identification to recognize and adapt to your site visitors by serving them content relevant to their needs. This will increase customer loyalty and boost the likelihood for conversion. Segmentation will also help you understand what types of customers are most valuable so you can budget your marketing dollars around their potential.

2.Invest in omni-channel marketing

It is rare for a customer to enter the marketing funnel and complete a conversion in the same visit, or on the same device. Investing in an omni-channel marketing strategy allows you to anticipate the natural jump your visitors will make between devices and across channels throughout their customer journey.

In addition to anticipating your customers’ needs and increasing the likelihood of being able to serve compelling content, retarget, and ultimately convert your site traffic, omni-channel customer engagement also boosts retention, which can increase your lifetime value and returning site traffic. According to Invesp, brands with omni-channel engagement retrain 89% of their customers compared to 33% for companies who do not invest in this strategy.

3.Don’t make assumptions about your competition or your customers

When clients ask us why a brand strategy agency will help them succeed, we often highlight assumptions they may be making about their competitions or their customers. It’s natural for product and brand leaders to make assumptions based on their own experience using their products day by day. Having a fresh pair of eyes set up the a/b testing, seek answers, and translate data into actionable insights is one of the most valuable outputs of working with an agency.

Amp up your conversions by working with a brand strategy agency today. Contact our team of experts to learn more about how we have helped brands like yours grow and scale for success.