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9 items found for ""

  • "Them Before You" Marketing Strategy for Effective Engagement

    Have you ever experienced the frustration of dealing with a common problem in your life? If so, you know how challenging it can be to find a solution that truly addresses your specific pain points. That's where the "them before you" approach comes in. This simple yet powerful concept revolves around the idea that people are naturally more interested in a conversation when it directly addresses them and their needs. Imagine this scenario: You're struggling with [problem relevant to the audience], and despite your best efforts, you can't seem to find a satisfactory solution. The frustration mounts as you search for answers, but nothing quite fits the bill. Now, picture stumbling upon a marketing message that speaks directly to your situation. It starts with a simple acknowledgment: "Have you ever experienced [problem]? If so, you know how frustrating [scenario] can be... Instantly, you feel understood. Someone gets it. And then comes the promise of a solution: "I just found this [solution], and it led to [result]." This approach puts the focus squarely on them, the audience. It acknowledges their challenges and offers a solution. It's not about the marketer or their product/service—it's about meeting your needs and providing value that resonates with your experiences. By speaking directly to your audience's pain points, desires, and aspirations, you can instantly create a deeper connection and foster genuine engagement. Whether it's through personalized messaging, targeted content, or tailored solutions, the key is to prioritize the audience's interests above all else. So, the next time you create video content or an email marketing campaign, remember to put them before you.Put yourself in your audience's shoes, empathize with their challenges, and offer solutions that speak directly to their needs. By doing so, you'll not only capture their attention but also earn their trust and loyalty in the long run.

  • The TikTok Ban: A Catalyst for Innovation

    In recent months, the threat of a TikTok ban has dominated headlines and sparked discussions across the digital sphere. For millions of users and businesses who have found a home on the platform, the idea of losing access to their favorite app is undoubtedly unsettling. However, amidst the uncertainty, there lies a silver lining—a potential for innovation and evolution in the social media landscape. The TikTok Phenomenon TikTok has undoubtedly revolutionized the way we consume and create content. Its algorithm-driven feed, short-form video format, and emphasis on creativity have propelled countless users to stardom while captivating audiences worldwide. With the possibility of a TikTok ban, many are understandably concerned about the implications for users, businesses, and the broader digital ecosystem. A ban could disrupt the livelihoods of content creators who have built their careers on the platform, while also depriving millions of users of their daily source of entertainment and connection. A Catalyst for Innovation Historically, the removal of a dominant player from the market has often paved the way for innovation and the emergence of new platforms. In the wake of Vine's collapse, TikTok rose to fill the void, offering a fresh take on short-form video content. Similarly, the death of MySpace gave rise to Facebook, signaling a massive change in the social media landscape. In the event of a TikTok ban, attention will shift to new platforms that offer similar features and functionalities. Additionally, niche platforms catering to specific interests or demographics may gain traction as users seek alternatives to TikTok. The Rise of New Trends Beyond the emergence of new platforms, a TikTok ban could also lead to the creation of fresh trends and content formats. Content creators, no longer bound by the constraints of a single platform, may experiment with new storytelling techniques, interactive experiences, and innovative formats. As attention shifts to alternative platforms, we may witness the birth of new cultural phenomena and digital communities. Embracing Change While the possibility of a TikTok ban may initially seem daunting, it also presents an opportunity for growth and innovation in the ever-evolving world of social media. By embracing change and remaining open to new possibilities, content creators, businesses and users alike can navigate the shifting landscape with creativity. As one chapter closes, another begins, ushering in a new era of innovation and exploration in the world of social media. In conclusion, while the potential TikTok ban may present challenges for users and businesses in the short term, it also opens the door to a world of new opportunities and possibilities. By embracing change, content creators and businesses can continue to thrive in a dynamic and ever-changing digital landscape. As the saying goes, when one door closes, another opens—and the future of social media beyond TikTok is overflowing with potential.

  • Repurposing: Your Guide to Content Success

    Creating content that resonates with your audience across various platforms is essential for success. But with the constant demand for fresh and engaging material, the pressure to continuously produce new content can be overwhelming. That's where the art of repurposing comes into play – a strategic approach to maximizing the value of your existing content across different channels. Transform Blogs into Dynamic Carousel Posts and Bite-Sized Videos: One of the most effective ways to repurpose your content is by turning blog posts into visually captivating carousel posts and bite-sized videos. By focusing on key points from your blog and turning it into a series of engaging slides or a short video, you can deliver your message in a format that's easy to consume and share across social media platforms. Remember, video content is king! Tailor Your Content for Each Platform: It's essential to recognize that what works on one platform may not necessarily work on another. Tailoring your content to fit the unique characteristics of each platform is crucial for maximizing its reach. For example, while visually appealing carrousels may perform well on Instagram, professional and informative content may be better suited for LinkedIn. Similarly, TikTok thrives on short, entertaining videos, making it essential to adapt your content accordingly. Recycle Relevant Content to Reach New Audiences: Don't let your valuable content go to waste! Instead, recycle and repurpose it to continually engage and expand your audience. Periodically revisiting and re-sharing your best preforming content not only helps you reach new audiences but also reinforces your brand's message and expertise. By strategically repurposing content that remains relevant over time, you can extend its lifespan and maximize its reach. Add Value, Update Information, and Present Content in Fresh New Ways: Repurposing existing content goes beyond reposting or resharing it. It's an opportunity to add value, update information, and present it in a fresh, exciting way. Consider incorporating new data, insights, or examples to keep your content relevant and up-to-date. Experiment with different formats, visuals, and storytelling techniques to capture the attention of your audience. In conclusion, repurposing is a powerful strategy that can be a game changer for your marketing efforts. By transforming your existing content into new formats, tailoring it for different platforms, and continually recycling and refreshing it, you can amplify your reach, engage your audience, and establish your brand as a leader in your industry. Embrace the art of repurposing and unlock the full potential of your content strategy.

  • Why Nobody Wants to Follow Your Business Account: Getting Back to Basics of Social Media

    In the ever-evolving world of social media strategy, one harsh truth remains: nobody wants to follow your business account. Don't get discouraged, it's time to get back to basics to understand why. It's Social Media – Let's Get Real At its core, social media is about connection, authenticity, and engagement. Yet, many businesses fall into the trap of focusing solely on promoting their products or services, neglecting the fundamental essence of what makes social media tick: human connection. Take a look at Red Bull, a company that gets it! When you visit their Instagram page, you'll notice that they rarely showcase their products directly. Instead, they focus on sharing captivating and visually stunning content that revolves around their brand ethos of adrenaline, adventure, and extreme sports. People Want Authenticity, Not Perfection Nobody wants polished, overly curated content anymore – they're not interested. What they crave is authenticity, transparency, and a glimpse behind the scene. People want to see the faces behind the brand, the stories that make it unique, and the journey. The Power of Behind-the-Scenes Content Instead of pouring resources into graphic design and photography to create perfectly polished posts, businesses should shift their focus to creating quality video content that showcases the behind-the-scenes of their brand. Whether it's a peek into the production process, a day in the life of your team, or candid moments from company events, this type of content humanizes your brand and fosters genuine connections with your audience. Save Money, Invest in Video Content While graphic design and photography certainly have their place in marketing, they should only make up 10-20% of your social media strategy. By reallocating resources towards quality video content, businesses can save money in the long run while simultaneously creating content that resonates with their audience on a deeper level. Conclusion: Embrace Authenticity, Focus on Connection If you're struggling to gain traction on social media, it's time to go back to basics. Instead of obsessing over follower counts and perfecting your feed, focus on authenticity, transparency, and human connection. Share the story behind your brand, showcase the faces and voices that make it unique, and embrace the power of behind-the-scenes content. By shifting your mindset and investing in quality video content, you'll not only attract more followers but also build a loyal community that's truly invested in your brand's journey.

  • The Evolution of Social Media: Why Engaging Video Content Is Key Strategy

    Gone are the days when hashtags, timing, and regular posts were enough to captivate audiences and drive meaningful engagement. The truth is, your social media management strategy is dead – but don't worry there's a new hero in town: engaging video content. The Death of Traditional Strategies Let's face it: the algorithm has changed, and so have our audiences. What used to work like a charm – strategic hashtags, posting times, and crafted captions – now barely make a dent in social media platforms. As attention spans shrink and content saturation reaches new heights, businesses must adapt or risk fading into obscurity. The Rise of Engaging Video Content Video is the new king of social media. Unlike static posts or text-heavy captions, videos have the power to capture attention and evoke emotion like no other content can. So, what exactly makes for good video content? It's all about the feeling – the emotions that your video evokes in those critical first few seconds. Power of the first 3 Seconds Here's the truth: you only have a few seconds to make an impact. The first 1-3 seconds of your video are make-or-break – it's where you either hook your audience or lose them forever. That's why it's crucial to focus on creating video content that grabs attention from the get-go and leaves viewers craving more. Conclusion If you want to stay ahead of the curve on social media , it's time to ditch the old playbook and embrace the power of engaging video content. By focusing on capturing attention and evoking emotion in those crucial first seconds, you can create content that not only resonates with your audience but also drives meaningful engagement and ultimately, boosts your brand's visibility and drive conversions.

  • The Magic of Retargeting: How It's Making Local Business Thrive Like Never Before

    Today, local businesses face competition to capture the attention of potential customers. However, one powerful marketing strategy has emerged as a game-changer: retargeting. This technique has transformed the way local businesses engage with their audience, driving unmatched levels of engagement and conversions. Understanding Retargeting: Retargeting, is a strategic advertising approach that targets individuals who have previously interacted with your website or mobile app. By displaying tailored ads to these users as they browse the web, you can effectively re-engage them and guide them back to your site, increasing the likelihood of making a purchase decision Why it's Essential: Studies show that retargeted website visitors are 70% more likely to convert into customers compared to those who are not retargeted. Additionally, retargeting can result in a 147% higher conversion rate when used in combination with other marketing efforts, showcasing its ability to amplify overall campaign effectiveness. Strategies for Success: 1. Segmentation: Divide your audience into distinct segments based on their browsing behavior, interests, or demographics. This allows for more personalized and targeted advertising campaigns. 2. Create Captivating Creatives: Create visually captivating ad creatives that resonate with your audience and invite them to revisit your site. Use captivating imagery, persuasive copy, and clear calls-to-action to drive engagement. 3. Optimize Your Landing Pages: Make sure that the landing pages users are directed to are optimized for conversions. Create great user experiences and provide valuable content or offers to encourage action. 4. Testing and Optimization: Continuously monitor the performance of your retargeting campaigns and experiment with different strategies to optimize results. A/B testing various ad creatives, messaging, and targeting parameters can help refine your approach over time. The Success Story: Consider the story of a local boutique clothing store that struggled to attract customers despite offering high-quality products and exceptional customer service. By implementing a targeted retargeting campaign, the store was able to reconnect with visitors who had previously browsed their website but left without making a purchase. Through strategic ad placements across social media platforms and relevant websites, the store re-engaged these potential customers with attractive offers of their products. As a result, the store saw a significant increase in website traffic, returning visitors, and ultimately, sales. The personalized approach of retargeting not only boosted revenue but also fostered stronger relationships with customers who felt valued and understood. In Conclusion: Retargeting is a powerful tool for local businesses seeking to thrive in today's competitive landscape. By leveraging the power of personalized advertising and strategic engagement, businesses can increase brand visibility, drive conversions and sales. Embrace the magic of retargeting and unlock the full potential of your business's online presence.

  • 5 Marketing lessons I learned from 2 years of competitive karting.

    🎯 Approach testing with a clear objective. I wasted many laps and incredibly expensive sets of tires by doing testing laps without a clear objective. The most productive sessions were when I knew what to test. Braking, cornering, overtakes, etc. The same applies to marketing. Have an individual KPI for any testing. Be that email opening rates, click through rates, SQLs, anything you do just be specific about what you are testing. 🏎️ Learn your craft. Much like racing, marketing is a craft. You need to know how the kart will react to your inputs and the only way of learning that is by testing. In marketing is the same, you need to know how your clients will react to your strategies and this come by testing. 🦅 Take calculated risks. I lost my second ever race because I was behind a slow car for too long because I didn’t want to take the risk to pass it. I had a clearly superior race pace. I was just scared of the risk. In the end the car in front of me spun out and we crashed anyway. Now I take every opportunity to get my car in front. And I learned to do this by practicing overtaking a lot and crashing a BUNCH of times, but the accumulated testing gave me the experience to make the right move successfully more times than not. Marketers are often too fearful to push new ideas or products because of the risk that comes attached to it when the reality is that is better to fail and learn quickly than to expect an impossible perfection. 🏎️ Don’t focus too much on the competition. Racing is a marvelous experience. Having a car right behind you or in front of you can make you clumsier than a camel on ice. If you focus on the car behind you it will scare you and make you anxious because it’s threatening to take a position away from you. If you focus on the car in front you’ll start making the same mistakes it’s making. 💵 Be smart with investments. Anyone that has spent time behind the wheel of a race car knows that how you spend every dollar counts big time, it’s an incredibly pricey sport so every investment needs to be smart. Don’t let the shiny new thing grab your attention. I made the mistake of spending thousands of dollars on a new Sparco racing suit and Helmet to match replicas when in reality what I needed was to spend that money on practice days at the track. The same happens in marketing. With the arrival of the next new buzzword or tech advancement, marketing departments all over the world lose focus of what matters, and lose time and money on something that will be irrelevant in the future. A good example is how some marketing teams waste money in learning AI prompt engineering instead of developing a strong branding. Many people want the new AI image generator but they don’t know what storytelling is. Remember at the end of the day what the bird wants is a good ROI. Until next time, Pietro Pietro, MBA is the digital marketing director at Avanti. He has a track record of success managing and creating marketing strategies for international automotive and retail brands such as JCB, BYD, DFSK, UD Trucks, SERES, NetaAuto. With training from prestigious schools like the Bologna Business School and famous brands like Ferrari, Lamborghini and Ducati

  • Harnessing the Power of FOOH to Boost Engagement

    In today's fast-paced digital world, local businesses are constantly seeking innovative ways to capture the attention of their target audience and drive engagement. One strategy that has been gaining momentum in recent years is the use of FOOH, or Face-Out-Of-Home marketing. FOOH refers to the use of digital displays and interactive elements to create dynamic and eye-catching advertisements that are placed in high-traffic areas, such as storefronts, malls, and transit stations. But what exactly makes FOOH so engaging? The answer lies in its ability to combine traditional advertising with cutting-edge creative technology. By leveraging CGI (Computer Generated Imagery), businesses can create captivating visuals that capture the imagination of passersby and draw them in. Whether it's a larger-than-life product display or an interactive game, FOOH advertisements have the ability to stop people in their tracks and leave a lasting impression. To illustrate the effectiveness of FOOH, let's take a look at some case studies of businesses that have successfully implemented this strategy. Case Study 1: Ikea's "Living Billboard" Campaign In an effort to showcase its commitment to sustainability and green living, IKEA launched an innovative FOOH campaign known as the "Living Billboard." The campaign aimed to demonstrate IKEA's dedication to sustainability by incorporating real plants into its outdoor advertising. IKEA placed billboards in prominent urban locations, but instead of traditional static advertisements, these billboards featured shelves filled with potted plants. Each billboard was carefully designed to resemble a miniature garden, with lush greenery cascading down the sides. But the true brilliance of IKEA's "Living Billboard" campaign lay in its interactive elements. Passersby were encouraged to pluck a plant from the billboard and take it home, free of charge. Small signs attached to the billboard provided information about each plant species and offered tips on caring for them. The campaign not only captured people's attention but also sparked conversations about sustainability and the importance of incorporating green spaces into urban environments. By bringing nature into the heart of the city and inviting people to participate in the campaign, IKEA created a memorable brand experience that aligned with its values and resonated with consumers. Case Study 2: Coca-Cola's "Share a Coke Campaign Coca-Cola's "Share a Coke" campaign launched in various countries around the world, replacing their iconic logo on its bottles and cans with popular first names, nicknames, and terms of endearment. The brilliance of this campaign lies in its ability to create a sense of personal connection between the brand and consumers. By featuring individual names on its products, Coca-Cola encouraged people to share a Coke with friends, family members, and even strangers, fostering a sense of inclusivity. The FOOH aspect of the campaign came into play through various outdoor advertising channels, including billboards, bus stops, and digital displays. These ads featured images of Coca-Cola bottles adorned with different names, enticing passersby to look for their own name or the names of loved ones. In addition to the personalized bottles and cans, Coca-Cola encouraged consumers to engage with the campaign online by sharing photos of themselves with their personalized Coca-Cola products using the hashtag #ShareACoke. This social media component extended the reach of the campaign beyond physical FOOH displays, creating a digital buzz around the brand. The "Share a Coke" campaign was a massive success, driving increased sales, brand awareness, and consumer engagement for Coca-Cola. By leveraging FOOH marketing in conjunction with personalized packaging and social media interaction, Coca-Cola effectively tapped into the power of personalization to connect with consumers in a meaningful way. So, how can you effectively use FOOH in your local marketing efforts? Here are a few tips to get you started: 1. Get Creative with CGI: Use CGI to create visually stunning advertisements that capture the attention of your target audience. 2. Incorporate Interactive Elements: Add interactive elements such as touch screens or motion sensors to engage customers and encourage interaction with your ads. 3. Utilize Landing Pages and Retargeting: Drive traffic to your website by incorporating a call-to-action in your FOOH ads and using retargeting strategies to re-engage potential customers who have shown interest. By using the power of FOOH, you can create memorable experiences that drive engagement and boost sales. So, what are you waiting for? Until next time, Domenica Cheek

  • The Ultimate Guide to Succeed on TikTok—Cringe-Free Edition

    For the last few months, TikTok has been the first-ranking domain on the entire internet. Any guesses as to which domain TikTok beat? It was Google. TikTok surpassed Google... Let that sink in! The implications of this are huge, especially if you are trying to capture some of that Gen-Z market. At least 40% of your Gen Z consumers are using TikTok as a search engine instead of Google. Source: (HubSpot 2023). What this means for you is that your potential customer is out there searching for exactly what your business has to offer, and you are not appearing in their searches. So the question has to be asked: How can they find you if you are not appearing in their search? How can they give you money if they don’t know who you are or that you exist even? They don’t. And conversely, you are losing money to your competitor that IS USING TikTok. But not all is lost; in fact, there’s pretty much everything to be gained here. TikTok has opened a world of opportunities for businesses, and today I'll give you three no-BS tips I've used with my clients to transform TikTok from a cringey dancing app to a true revenue generator. Make content that you would want to see. No, you absolutely don’t have to dance to become TikTok famous. In fact, jump on the wrong trend, and you may cringe. The TikTok algorithm rewards the quality of content over quantity. So, yes, jumping on trends can help if you can make it make sense for your brand, but, most of all, what works is making content worth seeing. In order to make great content, you need to spend a lot of time on TikTok, not as a compulsively addicted teen but as a scientist. Save and like all the videos in your industry that really engage you and ask yourself, what was it that I liked about this video? Was it the quality of the footage? Was it a stunning montage of a car? Was it that it taught something interesting? In my experience, I’ve generated more engagements with valuable tutorials more than I ever have with trends. And the way to know what will be regarded as valuable information is to find out what your audience is searching for. Go on websites like, where you can see all the questions and search queries related to any industry or product, and try to answer those questions in short but engaging videos. Some examples of questions to answer (car dealership edition): How to get a lower monthly payment Lease or buy? Which suits you better? 3 Features on (new relevant model) that are amazing Do you know how X feature works? The possibilities are endless… just keep researching and tracking the performance of each piece of content you put out there, and you’ll soon see yourself become an expert content creator. 2. Make your videos short and to the point. The first MAJOR mistake I made when developing some TikTok accounts for clients was to make overly produced pieces of content with the length of an Al Pacino movie. Over time, I learned this framework that helps me write scripts that grab the attention of the ever-entertained TikTok user. Let the user know what you will be talking about in the first 2 seconds of the video. E.g., 3 reasons you don’t want a hybrid. Don’t overproduce content; the great thing about TikTok is that it encourages creators to be as raw and genuine as possible. Don’t be afraid of being polarizing. Remember that the person who wants to be liked by everyone ends up being liked by no one (more on this later). Make sure that every video will look good on TikTok. Please don’t use images; make sure the text is legible, and take into account the positioning of text and engagement icons in TikTok. Never let any video last more than 3 seconds without some visual changes. (Use texts, camera angles, or B-Roll footage to keep the video engaging). Use CapCut to edit your videos; it’s free, it’s easy to use, it will save you time, and you can export videos directly to TikTok. 3. Create a brand asset. Now that you know what to produce and how to produce it, it’s time to level up. See, the secret of internet success relies on creating a personality for your brand or what is called a Brand Asset. A brand asset could be literally anything that you use to stand out. It can be as simple as your greeting or as complicated as a mascot. The idea here is to create something that you will do or use every time you make a new piece of content. Some examples of this are: The Geico gecko, The personality of the Trashers (hockey team), or something as simple as the: “This is (car name)” that Doug Demuro uses in his famous car reviews. This is the step where you don’t have to be afraid of being polarizing. You could choose a cat to be your mascot for your business and create content with it. Not everyone likes cats, but others will absolutely love your content. Or you can choose to speak against something like the horrid trend of putting touch buttons instead of actual physical buttons on cars. Create something like this, and you will have a voice, a personality that will start to stand out amongst the sea of boring content to be instantly recognizable. Develop this asset, and not only will your TikTok grow, but you will have an invaluable asset that your clients will instantly recognize and like. And if you want to take your digital marketing game to the next level but you don’t have the time or resources to do so, just fill out this form below, and my team and I will contact you with a free strategy call and a special discount on our digital marketing management service. Until the next time, Pietro Pietro, MBA is the digital marketing director at Avanti. He has a track record of success managing and creating marketing strategies for international automotive and retail brands such as JCB, BYD, DFSK, UD Trucks, SERES, NetaAuto. With training from prestigious schools like the Bologna Business School and famous brands like Ferrari, Lamborghini and Ducati

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