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1、Strategies to keep growing when budgets get cut2Strategies to keep growing when budgets get cut:A WILDERNESS GUIDE FOR BRANDSWhether you took physics in college or just watched Bill Nye the Science Guy,chances are youve heard of Newtons third law of motion.It states that,“for every action,there is a
2、n equal and opposite reaction.”Its most often used to better understand outer space and electromagnetic radiation,but were of the opinion that nowhere is this law more applicable than in marketing.Every time your budget shrinks,your goals grow its basically science!All jokes aside,nearly 75%of B2B a
3、nd B2C brands have either cut or kept flat their 2023 marketing budgets thanks to inflation,supply chain issues,global tensions and the aftermath of COVID-19,among other things And theyre reallocating their remaining budgets from traditional,expensive advertising mediums like TV and print to more co
4、st-effective digital initiatives like social media and podcasting as they attempt to do more with less.Source:3Marketing and creative teams will be expected to“rough it”in the coming year.Theyll have to find ways to reach bigger audiences,produce more content,deliver better campaigns,and drive highe
5、r conversions,all with fewer resources than ever before.And while navigating such wild and uncharted territory isnt for the faint of heart,savvy brands will do more than just survive theyll thrive.Weve taken a page out of their wilderness guidebooks and put together this Swiss army knife of marketin
6、g and creative strategies guaranteed to help your team achieve more than you ever thought possible with less.Lets explore!4Make customers an extension of your teamWhat if instead of stretching your team to create additional content and campaigns,you could ask your customers to do it for you?Well,wit
7、h user-generated content(UGC),you can!Hootsuite defines UGC as“original,brand-specific content created by customers and published on social media or other channels.”Were talking images,videos,tweets,blog comments,product reviews you name it.UGC doesnt just take some work off your teams overcrowded p
8、late,it also has a ton of other benefits.First and foremost,it costs nothing to create,making it an exceptional option for marketers and creatives with small or shrinking budgets.Quality UGC is also proven to increase a brands organic search engine rankings,which essentially function as free adverti
9、sing.In addition to UGCs keeping your users engaged and improving brand loyalty,a recent study found that nearly 80%of consumers say it“highly impacts”their purchasing decisions,making it nearly seven times more impactful than branded content.Adding genuine content from actual customers to your mark
10、eting mix makes your brand feel trustworthy and authentic,which is extremely important to todays consumers especially Gen Z.AUTHENTICITY WINSAlmost 90%of consumers say authenticity is key in determining which brands they like and support.45Make customers an extension of your team#ShotOniPhone challe
11、ngeGiving thanks for user reviewsApple first launched its Shot on iPhone challenge in 2015,and it was so successful that the brand has continued to run some form of the campaign ever since.While more recent incarnations feature short films and celebrity music videos shot using the latest iPhone rele
12、ase,it originally started as a UGC contest.iPhone users were prompted to share their best iPhone photos on Instagram and Twitter using“#ShotOniPhone”for a chance to have their images featured on Apples website,social profiles,billboards,store signage and more.Not only did this help organically promo
13、te the iPhones camera functionality,but it also provided the Apple team with a massive selection of royalty-free images to use across channels.One of the easiest and most effective ways many brands generate and promote user content is by showcasing product reviews on their websites.Another way to hi
14、ghlight your sincere side while saving your team some creative juices is to turn positive customer feedback into social posts and ad copy.Brandfolder did this for a Thanksgiving 2022 social media campaign featuring G2 user reviews that contained the words“thanks”or“thankful.”Strawberry Soda,a winnin
15、g photo from the 2022 Shot on iPhone challenge.Sound too good to be true?We promise its not!Here are some examples of how its done:6Survey says.A zoo-full of photosOriginal research is considered the cream of the content marketing crop,which is why market research firms can charge brands such a pret
16、ty penny to run studies for them.Buffer is just one of the many savvy brands taking matters into their own hands by asking audiences to participate in polls and surveys via social or email.This user-generated content can then be easily be compiled into infographics,blog posts,e-books,and other campa
17、ign materials.Tools like Typeform and SurveyMonkey also offer free plans that make collecting and analyzing answers a breeze!The Denver Zoo constantly needs new images of its more than 3,000 animals to fuel its marketing campaigns and PR efforts.To generate the necessary volume of photos for its 400
18、-plus employees and external media partners without breaking the bank,the zoo relies on volunteer photographers.These photographers upload their photos to the zoos digital asset management platform,where the creative team can easily review them and publish only those that meet the brands quality req
19、uirements and brand guidelines.“Since all the assets are curated by the creative team,we dont worry about anyone using an asset that doesnt best represent us,”says Marie Revenew,VP of External Relations for the Denver Zoo.Source:Watch and see how its done!Make customers an extension of your team7Red
20、uce,reuse,repurposeA recent survey revealed that more than 30%of new content is never used or is used just once by the vast majority of brands.What a waste!Efficiently scaling is impossible for brands that fail to address the challenges at the heart of this issue.One of the best ways to address the
21、challenges is to embrace the three Rs of“Recycling,”an initiative created to help society conserve its natural resources.The goal is to REDUCE the amount of waste produced,REUSE items as many times as possible before discarding them,and RECYCLE materials from existing products to create new ones.Let
22、s look at how brands can leverage the three Rs(with a tiny tweak!)to conserve their resources while still delivering on their goals:ReduceMore than 85%of creatives say the number of requests they receive has increased over the last 12-18 months,while 16%say it has at least doubled.Whats more,they sp
23、end a median of 10 hours each week on repetitive tasks like swapping out images and copying/pasting text.Yikes!This level of output simply isnt sustainable for creatives,and it prevents them from focusing on more significant,higher-value projects.Meanwhile,marketers are often left frustrated and emp
24、ty-handed as they wait for their teammates to make minor edits to critical campaign assets they need to move forward.Reduce(cont.)ReuseSo,how can marketing teams get the content they need to launch more campaigns while reducing repetitive creative requests?Enter templates.Templates are a proven way
25、to help marketers amplify the work creatives have already done and independently generate their own pre-approved,on-brand assets.Adobe Acrobat,Canva,Google Slides,and some digital asset management(DAM)tools are popular options for building templates that non-creatives can use.But how do you know whi
26、ch assets to templatize?Here are a few questions you can ask to help determine when a template is in order.If you answer mostly yes,its time to stop asking for edits and start asking for a template:How many times have you submitted a creative request with a nagging feeling that what youre asking for
27、 already exists?But after checking your email inbox,Slack,Google Drive,and meeting notes,you cant find hide nor hair of it?Youre not alone:Marketers and creatives estimate their teams spend about nine hours per week searching for assets.Imagine how much additional time and energy is thrown away recr
28、eating these lost materials.Not to mention the campaigns that get delayed or never see the light of day because marketers are waiting for creative assets that already exist.8Reduce,reuse,repurposeTo help keep reused assets fresh for new prospects,simply update the ads,landing pages,or emails that po
29、int to them!PRO TIP9Reduce,reuse,repurposeReuse(cont.)But you cant reuse content that you cant find!Thats why its critical to establish a single source of truth to house all of your final,approved digital assets.And we mean all of them,from PDFs and JPGs to 8K videos and 3D renderings.However,organi
30、zation is just as important as centralization.Marketers and creatives must work together to define a clear and consistent set of tags that enables teams to quickly search for and find existing content that fits their needs.While the best DAM platforms automatically suggest relevant asset tags using
31、machine learning and artificial intelligence(more on that later!),here are a few ways to consider classifying your content for optimal discoverability:Some work management systems even offer DAM as part of their solutions,so teams can access the approved files they need within the context of the pro
32、jects theyre working on.This further reduces unnecessary creative requests by helping teams locate existing assets that they can reuse instead.Relevant use casesAsset typeAssociated campaign nameRelated customer or partner namesIntended marketing funnel stageFeatured productsQualitative descriptions
33、(e.g.,funny,sad,etc.)Target persona nameFeatured colors and hex codes10Reduce,reuse,repurposeLong-form Short-formTurn long-form assets like e-books into shorter-form materials like blogs or infographics.The same tactic can be reversed to transform lighter-weight materials into meatier pieces.TOFU MO
34、FU/BOFUTake high-level content meant to“attract”potential customers and dig deeper.See what examples or tips you can tie closer to your product to pull the piece down-funnel.Cover/header graphics Body visualsResize(and maybe even recolor!)larger e-book covers,master slide images,and homepage headers
35、 and use them in the bodies of emails,landing pages,blogs and more.Video SocialChop an existing video into snackable,30-second clips that you can share across Twitter,Instagram,Facebook,or TikTok.Infographic SocialDivide an infographic into smaller sections to share as individual JPGs on LinkedIn,Pi
36、nterest,Instagram,and Twitter.e-book WebinarUse the content and imagery from an e-book to make slides and host a webinar.You can also publish the slides on SlideShare.e-book Blog seriesPublish each section of an e-book as a blog and promote it as part of a series.Offer the full e-book as a free down
37、load in the call to action at the end of each post.Stats/quotes Infographic/listicleComb through your existing assets for statistics and quotes that can be compiled into an infographic or even a listicle blog.RepurposeCant find an existing piece of content that fits the bill?Then its time to recycle
38、,or repurpose!Here are a few ways to stretch your content further and avoid starting from scratch:11Achieve macro-impact with micro-influencersWhat do Charles Darwin,Queen Elizabeth I,and Coco Chanel all have in common?Believe it or not,they were all influencers!Influencer marketing definitely isnt
39、new,but social media has taken it to a whole new level.Now,brands can expand their reach to new audiences and touch millions of consumers at once just by paying celebrities(and ex-Bachelor contestants)to post about their products and services for them on Instagram and TikTok.In fact,Kim Kardashian o
40、nce famously said she makes more money posting on social media than she did from an entire season of her hit show,Keeping Up with the Kardashians for which she brought home around$20 million per season.Its estimated her rate is anywhere between$300,000 and$1 million for a single Instagram post,which
41、 makes major influencers like her(just slightly)out of reach for brands on a budget.But thats OK,because micro-influencers are on the rise!These small but mighty brand ambassadors have between 5K and 20K followers each,and now represent 47%of all influencers.They are also much less expensive than ma
42、cro-influencers or celebrities,with an average rate of$219 per IG post.Take that,Kim K!Influencer marketing and user-generated content are similar but not the same.While UGC is free content created by existing users of your product or service,influencer marketing involves sponsoring people with a sp
43、ecific size and type of audience to showcase your brand.UGC VS.INFLUENCER MARKETING1112Achieve macro-impact with micro-influencersYet despite their smaller followings,greater availability,and cheaper rates,micro-influencers boast higher engagement rates than influencers with larger followings.How ca
44、n this be?It all comes down to authenticity.Because micro-influencers have smaller audiences,they tend to interact with them more and share more intimate stories with them on a daily basis.As a result,these individuals usually seem more like“regular people”than major celebrities,which makes their co
45、ntent and recommendations feel more genuine.Glossier is one brand thats an absolute pro at micro-influencer marketing.The billion-dollar beauty brand identified 500“superfans”who posted Glossier products and had sizable followings on Instagram.They turned these micro-influencers into brand ambassado
46、rs who regularly share their favorite Glossier items along with personal promo codes that give them a percentage of the sales they help generate.The brand also creates and shares YouTube videos of these ambassadors showcasing how they use Glossier products in their everyday lives.Today,70%of Glossie
47、rs online traffic and sales come from peer-to-peer referrals,and 8%of those can be tied back to the influencer program!Theres no doubt that working with micro-influencers is an increasingly effective marketing tactic but having so many third parties publicly representing your brand doesnt come witho
48、ut risk.The more people who publish content about your brand,the more chances there are for your brand to be misrepresented from both a visual and values standpoint.And while good brand ambassadors can save internal teams a ton of time and resources,rogue influencers can actually create more work fo
49、r marketers and creatives.Source:Source:13Achieve macro-impact with micro-influencersThats why its absolutely essential to establish detailed and definitive brand guidelines before engaging micro-influencers.Brand guidelines define ground rules around how to publicly express and communicate your bra
50、nd through visuals and text.While every brands style guide is different,here are a few key elements to consider:Brand mission and values.Publishing content that contradicts a brands publicly expressed purpose and vision is at the heart of almost every influencer faux pas.For example,posting a photo
51、of recycled shoes next to a plastic water bottle probably wouldnt reflect well on a sustainable brands reputation.Try using this template to clearly define the impact your brand hopes to make and the values it holds dear in a way that your ambassadors will understand.Your logo.And not just one be su
52、re to include every version in various colors,sizes and file formats for both print and digital.If you have specific rules for where your logo may and may not appear,add these usage guidelines to help avoid any unintentional influencer snafus.Color palette.Not only is color one of the most easily id
53、entifiable markers for any brand,but many companies try to match their Instagram profile aesthetic with their designated brand colors.Make sure your brand ambassadors have the correct swatches,Pantones,and HEX codes for your primary,secondary,and tertiary brand colors especially if you plan on repos
54、ting their photos on your own color-coordinated account.Photography style.Photo style is also key to many brands Instagram aesthetics.Provide examples of acceptable(and unacceptable)brand photography for influencers to mimic in their own posts and dont forget to mention whether filters are allowed!D
55、epending on your product,it may also be helpful to include specific guidelines for featuring products in photos and videos,or even approved shots of various items that brand ambassadors can reuse.Brand personality,voice,and tone.If your brand were a person,what would they sound like?Listing the spec
56、ific adjectives that best describe your brands character and the image it should convey to others will keep both written and spoken influencer content on-brand.For example,a luxury brand may not want its name used alongside profanities,which is something that would be helpful for every ambassador to
57、 know.14Achieve macro-impact with micro-influencersMany brands create their guidelines as PDFs,which are static and easily fall prey to version-control issues.Fortunately,certain tools on the market make it possible to build and house your brand guidelines in the cloud on any device,where they can b
58、e universally updated and where all your micro-influencers can see them in real time!PRO TIP15Offload tasks to technologyCreatives and marketers say they spend nearly 40%of their time on requests that could be automated.Thats about three hours out of every working day!Just think of all the amazing n
59、ew content and additional campaigns your team could juggle if given the ability to reallocate this time.While robots wont be taking our jobs anytime soon(you heard us,Chat GPT!),technology sure can make them easier.In fact,we bet that many of the tools in your current tech stack are underutilized an
60、d could lighten your teams load in at least one of the following ways:From marketing automation to design to work management tools,marketers and creatives use many different technologies to get their jobs done.A recent study showed that it takes workers an average of just over two seconds to adjust
61、each time they toggle between these various websites and apps.While this doesnt sound like a lot,the same study determined that this happens about 1,200 times daily,which adds up to nearly four hours each week!Integrations can eliminate much of this context switching by enabling teams to access one
62、tool from within another.For example,the Smartsheet extension for Adobe Creative Cloud allows creatives to see marketing design requests placed in Smartsheet through a dedicated panel in Photoshop,where they can also submit proofs for review and access teammates feedback.1.Integration16Offload tasks
63、 to technologyOther integrations enable tools to“talk to”one another and share information in the background so users can avoid manually uploading/downloading or copying/pasting information between them.For instance,after a new marketing asset has been finalized,Smartsheet can publish it directly to
64、 Brandfolders digital asset management system,or vice versa.In addition to saving significant time,integrations like these make it much easier to maintain that single source of truth we mentioned earlier!Integration(cont.)17Offload tasks to technologyWeve all been there:You accidentally uploaded the
65、 wrong version of that new e-book cover and now you have to go back and update it across every campaign email,landing page,and social post.Ugh.More than 40%of marketers now use five or more channels for each campaign,which makes mistakes like this a major time-sink.What if you could automatically pu
66、blish,update,and expire individual assets across dozens of digital campaign touchpoints using a single URL?Or automatically assign and kick off a new project task as soon as the previous one has been completed?With the latest and greatest work and asset management technologies,you can!These same too
67、ls also offer content automation functionality that enables marketers and creatives to create,edit and personalize content at scale by auto-populating design changes and text fields across multiple assets at once.Its true that artificial intelligence(AI)still lacks the natural reasoning and contextu
68、al awareness that we humans are born with.However,it can be trained,and it has learned to take on many of the repetitive and administrative tasks people once had to do themselves,including recognizing objects,colors,text,and specific products in content and automatically tagging them accordingly for
69、 search.It can even classify,curate,and organize thousands of assets in seconds work that would take mere humans days to complete.AI also takes the pressure off marketers when making sure the same content looks good across marketing touchpoints.Forget manually cropping,resizing,or reformatting asset
70、s by channel.Instead,let your trusty,always-on AI “assistant”do it for you!2.Automation3.Artificial intelligenceMarketers use of AI has skyrocketed over recent years,from just 29%in 2018 to 84%in 2020!AI ON THE RISE1718Plug into the power of partnershipsTwo heads are better than one,as the saying go
71、es.Well,so are two budgets and two audiences,which is why its no surprise that nearly 50%of marketers plan to invest more in partnerships in 2023.While there are many different types of partnerships to choose from,lets focus on co-marketing.Sprout Social defines co-marketing as“a marketing strategy
72、where brands or organizations partner together to expand their reach.”While co-marketing may involve the promotion of sponsorships or joint products,it doesnt have to.Instead,it can focus on shared content creation,mutual product usage,crossover campaigns,and other faster and less expensive initiati
73、ves.Lets explore a few examples of co-marketing partnerships and what made them successful:Duolingo and HBO Max teamed up to promote the premiere of Game of Thrones prequel House of the Dragon and Duolingos High Valyrian language course.Duolingo first worked with the linguist who developed the langu
74、age for the original Game of Thrones book series to update its existing course offering.Then,from the premiere of the show through its season finale,fans could enroll in the course and compete in the“Valyrian Steel Challenge”to win a Valyrian steel sword.The internet was abuzz with news of this surp
75、rising yet totally logical collaboration that tapped into the two brands overlapping audiences and kept them engaged all season long!Duolingo x HBO MaxSource:19Plug into the power of partnershipsHubSpot x ChatfuelGoPro x Red BullHubSpot has more than 1,000 integrations listed in its app marketplace,
76、making it easy to see why they are the undisputed co-marketing champion.The inbound marketing pioneer is famous for working with these and other partners to create white papers,blog posts,webinars,and other types of content to jointly promote and generate shared leads.Although its an oldie,“The Begi
77、nners Guide to Building Your First Chatbot”by HubSpot and Chatfuel is a co-marketing goodie.These tech companies teamed up to produce this piece of highly relevant content in two distinct formats that further educated their target audiences about their individual offerings:a traditional HTML guide f
78、or downloading and a“BotBook”that could be accessed via live chat!Who knew energy drinks and cameras would be a match made in co-marketing heaven?Despite operating in completely different industries,GoPro and Red Bull shared a vision that enabled them to launch a global,multiyear partnership that tr
79、anslated into millions in profit for both brands.It all started with defining a joint mission statement to“inspire the world to live a bigger life.”From there,GoPro received exclusive access to Red Bulls 1,800-plus global sporting events,and the videos and images captured were distributed across bot
80、h brands TV channels,websites,and other media platforms.Source:Source:20Plug into the power of partnershipsSo,how can your brand multiply its reach and resources by pulling off partnerships like Duolingos,HubSpots,and Red Bulls?Weve collected a few key pointers and combined them into this handy-dand
81、y checklist for successful co-marketing campaigns:Earning your wilderness badgeThere comes a time(or several!)in every marketers and creatives career when theyre asked to rein in their resources and do more with less.Many will cave under pressure,but with a bit of innovation,a lot of resolve,and the
82、se five strategies,youre guaranteed to make it out of the woods:Make customers an extension of your team by leveraging user-generated content to fuel campaigns and creative.Reduce,reuse,and repurpose content to conserve creative resources while still delivering on growing marketing goals.Achieve mac
83、ro-impact with micro-influencers who deliver more brand engagement for less money than celebrity ambassadors.Offload tasks to technology and use integrations,automation,and AI to eliminate repetitive and administrative work.Plug into the power of partnerships through co-marketing initiatives that do
84、uble your reach for half the budget and resources.The latest work management platforms offer robust templates,cloud-based brand guidelines,automation,and many other features that empower marketing and creative teams to stretch their resources and accomplish more with less.Check out this PDF to see how Smartsheet and Brandfolder work together to enable brands to scale on a budget!DOWNLOAD NOW