This week’s episode of ConversionCast dives into current marketing news, the effects of using a brand mascot, the power of one clever guerrilla marketing tactic, and questions from our audience.
Check out all we chatted about below, or watch the video above.
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What Do Trivago, Effective B2B Content, and Cheetos Have in Common?
Each of these topics made our marketing ears perk up, and we wanted to know more.
Trivago, a popular online travel agency and hotel price comparison site, is working to give independent hotels a more competitive edge.
A new tool called Hotel Manager is now available for independent hoteliers and mom-and-pop-style bed and breakfasts. Trivago found that while the majority of hotels worldwide are independently owned (roughly 600,000), the odds of you booking with one of them are slim.
This discrepancy is due to the large teams, endless time, and hefty budget that larger hotel chains can devote to marketing their hotels online. Hotel Manager was created to disrupt this trend and give small businesses the tools they need to cut through the noise and appear higher in search engine results pages.
Next up: Cheetos is taking guerrilla marketing to a whole ‘nother level. The company built a pop-up restaurant, The Spotted Cheetah, in New York City. For 3 days in the middle of August, the restaurant served up a Cheetos-clad menu to hungry patrons.
This stunt relied on a brand-heavy approach that also brought in a scarcity factor. By limiting the restaurant to only 3 days of operation, it quickly became the thing to try in a city full of brands vying for your attention.
Cheetos is already an incredibly marketable brand with the allure of Chester Cheetah, but bringing in all-star chefs like Anne Burrell to craft a snack-specific menu was a clever way to turn the brand into an incredible experience.
The last bit of news to put a glimmer in our eyes this week was all about content. More specifically, content that drives B2B sales.
A study by the Content Marketing Institute and SmartBrief reveled that the most successful B2B content has three specific qualities:
- It speaks to a specific pain point
- Product or service specifications are provided
- The copy is educational instead of promotional
Do Brand Mascots Make a Difference?
Speaking of Chester Cheetah. . .
While many of our childhood memories are well-stocked with mascots behind every favorite cereal or restaurant (Hi, Ronald), it may seem like their place in marketing strategies everywhere has waned.
Their presence is mostly felt around any sports arena today, but when it comes to brands that are lacking a regularly occurring experiential factor, mascots could help make a brand more relatable.
Adding a mascot to your list of marketing priorities presents the opportunity to be seen more readily in your community, be perceived as personable, and have more ways to connect and have brand experiences with your audience. This approach could be especially useful for industries otherwise seen as “cold,” such as technology or medical.
Creating a mascot might not be your top priority as far as your marketing goes, especially if you’re a fresh startup, but it isn’t something to completely rule out down the marketing pipeline.
If anything, it could be a great way to stand out across competitors in your same space at relevant events.
Your Marketing Questions Answered: How to Adjust Your Email Strategy, and Tips for Turning Leads into Buyers
“How do you see the constant adjustment of the public as a whole with email? We work with teens and they are using email more for work and scholarships but rarely check for daily communication.” – Erik Leszkowisz
It’s true, modern technology has shifted where and when we log in and email. Despite these shifts, email really isn’t going anywhere—not even with teens.
Before you jump the email ship and start texting all of your messages to teens, think about ways to make your emails more valuable. Make your copy informational, engaging, relevant, and in the language of your readers.
Teens are still checking their emails, but they aren’t doing so from behind their desktop. Make mobile-responsive emails, and don’t be afraid to send a simple email that isn’t stuffed with images. Cut to the chase, and you should be just fine.
“How do I turn more leads into buyers?” – Austin Roberson
This is “the big question” we hear a lot at Leadpages.
Everyone wants to make more money from their idea, product, or service, right?
Achieving this goal starts with providing the right information. If you provide vague or little information about what you’re offering, you could be collecting a lot of the wrong leads. That is, leads who end up not being very interested in your product after all.
Start collecting the right kind of lead by providing the right information.
Then, once your ideal leads have become aware, continue to nurture them. Don’t let them fall off the radar by stopping your communication.
Instead, provide deeper, more relevant information over the few days after they’ve become a lead.
Lastly, remember to ask your leads to buy. Many times, we hesitate to ask for what we want, but you risk missing out on sales if you just wait for your leads to head for the checkout. Put buying opportunities front and center, and start asking leads directly.