Build An Iconic Brand – Not Just Any Brand.

Last week, I had a refresher’s course in Disrupting Branding and Marketing to feed my thoughts with new perspectives. I couldn’t help but share what I’ve learned. I had to re-evaluate my tactics and take a step back. Learning never stops and I’m glad I attended the event with much gusto.

Disruptive Branding, is this another term coined by another marketer? Truth to be told, a marketer should be leaders of coining new words to make an impact. Looking at the dictionary – Disruptive, have two polar opposite definition:

  1. Troublesome, unruly, badly behaved and undisciplined, or,
  2. Innovative and groundbreaking.

Keeping those definitions in mind, I was reminded on failed ventures I’ve tried (and what worked) to which I learned so much in my everyday practice. As a marketer, you’d have to be entrepreneurial and put yourself in the position the entrepreneur.

There’s no sense in building brands just the heck of not unless you purposely just want to spend your time conceptualising, putting components together for a wireframe, sourcing and the entire jazz just because. And, yes, sometime not too long ago, I have gone through this phase.

In order to successfully build an iconic brand, you’d have to stay away from the clutter. Be a newcomer who embraces and introduces a new normal. Think as an authority, not just another competitor. Being in the neutral state or in-between of things won’t make you and your brand float in abyss but it may rather set you up closer to failure and wasting precious efforts, time and money.

Create a Movement

As much as you have the entrepreneurial mindset, you’d always have to have the cause in mind – about 60% of it next to content and community of both 20% of the 100% mindset design equation.

If it frustrates you so much, do something about it and be the solution. Solve a problem and put it on top of your priority. The art of sub-communication will follow through – you’ll eat, breathe, sleep and wake-up wanting to solve the pain.

There must be a better way and an easier way to make this entire process simple!

Genuineness

People can read your intention first over the words you say. When you’re as genuinely authentic and mean so much to be the solution to be the value-added and the cure to pain, it’ll show. It shows.

Communicate

Be a pioneer and don’t be a maybe. Position yourself or your brand as a new category in a cluttered market. Don’t be an influencer who’d just accept anything free but rather be an authority wherein you make an impact, get endorsed and enthusiastically be talked about.

There is power in an authentic enthusiast.

With the right cause and positioning, as you search endlessly and breathe through your cause – people will walk in and ask for your brand rather than you always knocking on doors to convince them the need to allow you to enter.

Don’t stress much on the aesthetics, focus on what makes it an answer, a solution, a value-added brand that magnifies heaven made on earth.


Instagram Stories on Influencer Marketing

Oops, Instagram did it again.

Just when we’re all getting used to Snapchat, Instagram has launched Instagram Stories – allowing you to add photos and 10-second video clips to your “story” for all your followers to see. It’s another tool to expose your brand in ‘real time’ and more ‘organic’ than Instagram videos. Stories allows you to clip with your own doodles, captions and stickers saved for display for 24 hours.

Being a marketing practitioner, we all have to be updated on these social media platforms.

If you have an established number of following on Instagram, jumping over to Snapchat wouldn’t be as motivating as continuing what you’ve started on Instagram however if you’re considering the Millenials as your target market; Instagram would become a supplement from your Snapchat and having to consolidate efforts on both channels would expand your reach.

How can it be of help for your campaign? Instagram is great for your business as it gives followers the ability to give honest feedback by sending comments sent directly to your IG inbox compared to Snapchat’s judgement free platform wherein everything else is fleeting, silly and fun.

For the influencers of the brands, Instagram adds more depth to a campaign as it allows your influencer to give them a preview of their life. The option to provide a glimpse into behind-the-scenes of a certain photo or video posted on the Instagram feed; unfiltered, unedited and direct.

Regardless how you’d want to use Instagram Stories, this feature certainly adds up to your tactics for your campaigns.

How do you create your first story?

Where do you start? It’s quite simple. Don’t put too much stress on being in front of the camera, you can shy yourself away from selfies and showcase your surroundings. If you’re on a photoshoot: you can cover the bloopers, behind-the-scenes preparation, and give a preview of what’s to expect on your next instagram video or instagram post.

Of course, this is just a suggestion. When you’re all done, you can tap the checkmark to upload it to your Instagram Story. Voila!

Be Consistent.

Just like in any other social media channels and practices – consistency is always key. Now, you may not need to post all behind-the-scenes, just be yourself and tell a story. Being an influencer means you’re credible and authentic. Nothing pretentious.

Keep the brands in mind, stay aligned with the setting of the theme/subject, be your own paparazzi by sharing some footage, include your audience to the story and always keep a strong call to action towards your brand.

Do you think Instagram stories is perfect for influencer marketing? Share your thoughts!

Social Media Core Lessons

Managing social media accounts aren’t as easy as how it looks. It takes a lot of time, effort, analysis and studying to come up with strategies, visual content curation and lest not forget, community management.

Whenever I get asked on how do we get to successfully manage accounts, there’s no template answer nor a go-to response.  Setting up the accounts is just a small piece of the execution – the bulk goes to the thought on how to build an audience, engage, develop relationships and to always keep in mind the returns, on ultimately sell.

Where do you start? How do you proceed? putting it into a perspective from old traditional marketing efforts, it applies just the same regardless what industry you’re on, business goals, brand differentiation or principle.

As a freelancer and a team member who had the chance to learn from a systemised organisation. Here are few lessons I’ve learned:

  1. Be married with your Social Media Accounts – you’ll heave the breathe your campaign. The dedication you put in requires commitment, the kind wherein you’re in for the long ride.
  2. Educate yourself – This is the beauty of handling social media accounts. There will never be a dull moment nor will you be stuck in routines. The extra learning will engage you, to which you’ll partake for your audience.  In terms of your skills, don’t be afraid to explore and try other strategies. Listen to your data and see how they respond.  You’ll have to always change up your ways and in principle, progress. See what works and what doesn’t. The social media game differs. You do know Facebook’s algorithms changes almost every 2 weeks. So much room to learn and experience!
  3. Consistency and Fidelity – I’ve always been told to treat it like marriage (wait, I’m not even there yet!). You’ll have to attend to your brand/business/product’s needs day in and day out, and stay relevant. Posting, answering and being available consistently. Being committed to consistency gives your audience the impression you’d want to impart – reliable and trustworthy.  Just like marriage, action speaks louder than words and your words are important the same way you do it.
  4. Be Ethical – Each business have ethical practice, there are restrictions and marketing ethics to be followed especially when you’re handling medical accounts however in general, you’d have to reputably consider your audience – don’t spam their mails, avoid negativity, be accommodating and receptive, be customer-centric.
  5. Time and Patience – Nothing in this world can be done overnight, except when you’ve got all the budget to get into the reach you’d want to capture however in terms of returns, you can never cheat a good campaign. Engaging with your audience takes time and patience.
  6. Manage expectations, It’s all about the budget! – Don’t promise the moon and the stars nor the universe. Organic reach isn’t the way to go anymore especially if you’ve got a steep timeline. Present a budget and where it’ll be used. Boost your campaigns, just like how you seek help to disseminate your flyers back in the day.

What lessons have you learned in managing social media accounts?  Would love to exchange thoughts!  You may also follow me on twitter: kassypajarillo

 

The Key to Social Media Success

Every brand is adopting and switching to the social media game.

Those who haven’t gotten their hands dirty in the digital marketing arena may haven’t been sure what or how social media operates but, in the world of marketing, it’s crucial to live, breathe and eat every effort you pour into it. Traditional advertising avenues – flyers, for example – aren’t yielding much anymore. Especially when you get to compare costs and ROI.

There is no template you can replicate if you’d want to build social media success – except perhaps on the process of signing up on the social media mediums which gives you the access to the party but ask yourselves, once you had it all logged-in “How can we make this campaign successful with social media?”

Just like reading a book, you wouldn’t know the story not until you continuously read the fine print from start to finish. You’d have to give it time, effort, and understanding. The answer is consistency.

Being a digital marketer isn’t an easy task (it may sound like it), it can be intimidating once you’ve jumped ship however in order for you to stay within the groove of the social media party, building an online community takes a lot of cake. You’d need to build trusts, interact, and stay relevant.

Imagine yourself as the introvert who’d need to get out to familiarize your surroundings. If you keep yourself in, nothing will be set free to be explored and be heard. You’ll have to get out there and get yourself known.

Consistency doesn’t mean you’d just have to blab everyday.  Allow us to break it down for you:

1. Credibility

According to Webster’s Dictionary, Credibility means  the ‘quality of being trusted and believed in’ or ‘the quality of being convincing or believable.’ looking after the meaning, credibility is everything a brand should hold, it stands firm on integrity and the heartbeat of your sales process.  Your brand should be authentic and answers the question ‘Why should we believe in you?’ which brings us next to.

2. Trust

Managing and curating a brand is building a relationship with your consumers. You’d have to build, develop and grow relationships and interaction. In social media, you may not know them face-to-face but you’d have to speak to them in confidence and should earn their confidence. Invest in building solid relationships.

3. Stability

Just like in staying in a relationship, aside from building confidence and trust. You’d have to be stable for the consumers. You’ll have to secure and empower not just yourselves but also the consumers. Stability becomes the point wherein consumers make bold decisions.

These are the three underlying traits of consistency, and they must be used in every aspect of your social media marketing.

How does your social media marketing should look like?

1. Update Often

Yes, you’d have to post consistently. You’ll need to have it all planned – put it on your calendar, schedule in a reminder, and stay on top of it. You should religiously stick into the plan accordingly. Once you’ve already had your content it, analyze the behavior of your readers and post according to the time and day most of your readers are online to check on your posts. Build a habit around it and it’ll reap heavy benefits.

Remember: Stay Relevant, Valuable and Informative. 

2. Humanize efforts

The best Brands show their human side.They tell a story. That story is authentic & real. It’s your story, you’d have to spend time interacting with people who comment or RT content. Acknowledge and make a connection. It’s just like meeting a new friend or having a cup of joe with a client. As a marketer, we have to prove to our online audiences that we are ready, willing and available to them. They bought us, they believed in us, we have to stick through them and their desires. Listen. Thank people profusely.

If you’re working in the service industry – this will strengthen your brand as the brand who listens and shows compassion. People in this age would want to be addressed right away within the silent golden hour.

Nurture your audience, reach out and get to know them. Accept feedback and compliment them. Just like taking good care of a family – you should always show up, and they will, too.

3. Remember your Brand Personality.

You’ve heard about the “brand voice” and have discussed your “brand personality” as you go through your branding and marketing efforts. It’s important that you get to portray according to what you’ve identified as a whole. Your online audience should pinpoint if you’re for the women, men, family, sports or leisure and so on.

If your brand should be witty, your content should always portray its witty side. If it’s serious and bold, your advertisements and content should reflect it accordingly.  If you’re handling a medical brand, you should speak and be like doctors online who shows authority and concern.

Use your content to make an impact on people consistently and they will come to you often.

 

Your Marketing Tool: Instagram

Promotion is persuasive in nature. This strategy can influence customers by either their intellect or to their emotions. Awareness builds interest in the brand, and it does costs time, money and efforts.

Let’s put the traditional promotion on the sidelines and focus on the digital side of persuasion.

Behind the recent update of Instagram, undoubtedly, it has recognized on how quick they’ve been becoming a focal point for brands in terms of social media promotion to connect with consumers.

Promising an even more visual experience, the platform had to communicate a direct message stating the obvious – an overhaul. “Our updated look reflects how vibrant and diverse your storytelling has become,” the company’s official blog release states.  With the addition to the filters, its sister-app Boomerang, Layout and Hyperlapse, the logo was intended to match the color schemes and marry it all together.

Being dubbed as the new ‘King of Social Engagement’, Instagram took over the engagement rate through the exchange of hashtags and visual campaigns which proves to show consumers fondness and trail of decision making towards online shopping and brand support.

But just as how each brand evolves every 5 years, it was time for the old polaroid get its upgrade and be at par with the flatlay trend following Uber, AirBnB and Google.

From its beginnings, Instagram has added the chat feature wherein you may directly message the handle admin, forward a certain photo directly to reference your query, group chat and a much modern dashboard which has become more eye-pleasing and easier to navigate. It still has the simple flat buttons which still highlights what Instagram is for – putting content first.

Just like how you persuade consumers, your strategy may change despite the business plan, adopting what the market needs but the story-telling and content build still remain.

Good news is, you may now follow Instagram matrix adding to the roster of analytics.  Hootsuite and Sprout  have adopted the data, making your Instagram even more lucrative for your campaign reviews.

What do you think of the new logo?

Kassy Pajarillo is a woman of many hats. She contributes  actively to traditional dailies as well as other Digital content pages, handles social media accounts and other marketing needs.   A passionate marketing professional continuously learning yet will forever be an hotelier. 

Content Series: Be a Better Writer

I’ve asked several people and professionals on how they’ve become a better writer. I sought for answers on how do you get to improve your content for your clients and your own brand? Their answers and advice were simple:

Read and write more. For yourself and for other people. 

It may sound easy but everything improves with practice just as how you prepare for a marathon, or how often you practice up until you achieve your personal bests. Write, write as often as you can. As you write, you get more confident and fluent. As  you self-edit yourself after writing your drafts, have others edit it and allow them to tell you on how to improve your ways. Ask them if the message were sent across. Allow them to mark your drafts with red marks, periods or lines – don’t take it too personally but take it seriously.

My Dad, a veteran in writing press releases, editorials and stories would constantly remind me to read your piece with fresh eyes and give yourself time to perfect your piece before you publish.  He’s been brutal with what I’ve written, edited every piece I’ve sent to the dailies and took his feedback seriously. Up until this day, I allow myself, and others to criticize my work. There’s no such thing as perfection, only progression.

If you’re feeling stuck and limited,  read through other contents and feel their voice. Make use of other content as inspiration and let it move you. Read more about the certain topic you’re assigned or you’ve given yourself to write about, test your writing and voice out your thoughts freely.

Your thoughts matter and then you become a better writer.

Content Series: Personify.

Writing is not an easy task. Just like giving birth, there are precautions and prepartions that needs to be attended to. In completion to the idea or concept, a content marketer should develop an understanding on who your readers are.

  • Are they Male or Female?
  • How young or old are they?
  • Do they have children or grand-kids?
  • What are their day-to-day lives like?

But most importantly ask yourself:

  • What would their key takeaway be like when they read your content.
  • Identify their educational level – How will you communicate your informative and educational posts?
  • Should it be corporate, personal or a touch of both?

In curating content, just like a person, you’d have marry the thought to how the site looks like. What is the persona or character of the site? Marry them together. You’re the voice of the posts, be the voice it needs to be. Go ahead and name that persona – either it’s  Ryan,  Ben, or Tina.

  • What are his or her goals?
  • What does s/he easily do?
  • Attitude and principles?
  • Goals?
  • Fashion lifestyle?

Live through that persona. Keep that persona in mind in all execution.

As content authors, we should make sure we don’t think like our users or readers but do write what we think our users or readers will understand because we understand.

These personas can help as you give birth to progressively grow your calendar especially in terms of discussing changes in the content.

Have you ever thought about the persona of your content?

Kassy Pajarillo is a woman of many hats. She contributes  actively for traditional dailies as well as other Digital content pages.  A freelance digital marketer and a passionate hotelier.

CONTENT SERIES: Writer’s Block!

“Write, just write. Let those thoughts flow. Worry about the grammar later” these were the encouraging words my Dad always tell me. I’m imparting the same advice to those of you who needs a little help if demons come haunting your conscience.

The best content marketers always think of their audience. It’s extending your knowledge to educate, entertain and inspire at the same time extending service to get to know who they are, introducing yourself (or your business) and relating to their needs or what they may need.

Just like our loyalty to specific brands, our content occasionally should be fun, useful and a good resource to supplement decision making.

Lead by Example, as what they always say. Having to share testimonials and experiences do help your audience on validating their thoughts. Wrap your story with guidelines and instructions, what turned out and what you’ve learned.

If you can’t seem to grasp everything in a post, you may divide the posts into chunks such as these: Series of Content, Q&A posts and Profiling or Get to Know kind of posts.

Don’t just list off points, but rather entice by being precise – teach, inform, share an expertise.

Do you find these posts useful? Please do send it to a friend or share this link. You may also comment below on your thoughts. I would love to get to know you!

Do you need Email Marketing?

As much as I dread hefty emails I receive every day from all the subscriptions I indulged into, it has become a good research tool on what sort of content do marketers apply on their campaigns – Subject, format, timing and frequency.

I used to tell people email marketing doesn’t work and it’s junk but come to think of it, if it’s not effective, how come I subscribed on so much? How come brands and marketers apply it to their mix? You can’t generalize something if it’s not working for you but everything changed when I ventured on adding it on to my personal campaigns when I worked for a Sports Club as a Sales Consultant.

Email marketing brought the business in. It gave me the chance to reach out to pursue leads, seal deals and exceeded my quota by 5.

Do you really need Email Marketing? Yes.  The strategies are basic but here are the lessons I’ve learned:

Story-telling

I’m no content-writer albeit I’ve always been a blogger and contributed to few dailies and online portals. When you’ve distinguished your market and know your brand by heart; persuasion wouldn’t be much of a challenge. Invite them to your open-house events, keep them looped in on updates and make them feel connected.

Be informative even if the price had to be mentioned. People want to be educated rather than being sold to.

Metrics

I wasn’t a stickler for metrics back in the day but these data serves a purpose. It helps you know what kind of content does your client read, which is more compelling, what information would they want to hear from you?

Eventually, you’ll notice the ratio:

  • Connection, a better relationship and trust with your subscribers.
  • Replies and engagement
  • Open rates and click-through rates for your email campaigns
  • Sales and lead generation.

Call to Action

Have a solid intent on why you’re sending that email.  Whether it’s for sales, website visits, or lead generation. You should always have a strong call to action at the end of the email. These are links where they’ll be able to acquire the certain product you’ve mentioned, where can they find you and how can they reach you for further details? No hard selling. It’s just like handing out your business card in order for them to further get to know you.

At the end of the day,  you’re sending out these emails not just to promote but rather sustain. You would want your readers to be drawn in right from the start and you want them to keep on reading.

What do you think of Email Marketing? Has it been working for you? Go ahead, let’s share thoughts.  Say Hi on Twitter @kassypajarillo or comment below.

Kassy Pajarillo is a woman of many hats. She used to contribute  actively for traditional dailies as well as other Digital content pages.  A passionate marketer and hotelie.