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Top Spring Marketing Campaign Ideas

Spring is here, and with that comes the demand for creating marketing plans and strategies for the new season.

But this is no ordinary spring, especially for small businesses and web design companies. But Salt Rank is here to help.

We’re all in this together as the coronavirus ravages the global economy. Now more than ever is the time to start planning long term for your business. We have to begin working smarter to survive the challenges ahead.

 

 

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How Your Business Can Survive the Coronavirus Outbreak

Businesses are now examining their marketing budgets more carefully, trying to figure out if they’re getting the most out of every dollar that they spend, as well as looking at cost-effective strategies for delivering products and services.

Cutting the marketing budget may seem like an obvious choice at this point, but it’s just a short term solution that will have negative after-effects. After all, without having a visible presence in your target market, your long term profitability will sink.

And while everyone will be watching their money more closely, they have no choice but to spend it. While people do have the option to spend less, our job is to determine what they’re still purchasing. They don’t want to be wasteful in a time like this; people want to purchase what they need from businesses that they are able to trust.

 

1) Make Yourself Prominent and Visible During This Crisis

Remember that old saying “out of sight and out of mind?” Well, we need to remember that now more than ever before. If you can’t maintain the line of communication with your customers, then you risk losing them. Also, it’s always less expensive to keep your current customers than it is to find new ones.

And as other businesses make the wrong decision and begin to pull the plug on creating visibility, that creates a vacuum for your business to fill.

You should be putting more effort into marketing now because as the recession worsens, many people who get laid off will try and start a business. These new businesses will be competing with yours for visibility, and do you want to risk losing that battle? 

So, to build up your brand awareness, you must increase visibility. To enhance visibility, you must drive more people to your site where you can make more sales. And the easiest way to get discovered by potential customers or clients is during the buying process when they’re searching for what you sell.

There are a few essential principles to understand when it comes to visibility:

  • What others say about you has more of an impact than what you say about yourself. An inexpensive way of getting your name out is by leveraging the influence and authority of other experts in your niche.

 

  • Evergreen content needs to be updated. Just because it’s evergreen doesn’t mean that you shouldn’t water (update) it every now and again. Your main objective is for this eternally useful content to rank high in the search engines. So when you give it an update, that should be your goal.

 

  • You’ve no doubt heard of the mere exposure effect. This effect happens when a person is so frequently exposed to something (such as an advertisement) that they begin to form a preference for it merely because it’s familiar. So if you can find an inexpensive way to keep your brand in front of potential customers as much as possible, you’ll be setting yourself up for success. Setting aside a dedicated budget for this principle alone is worth it.

 

 

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2) Optimize for Conversions ASAP

One high impact low-cost digital marketing method that you should get familiar with quickly is conversion rate optimization. This means making small adjustments to the buyer’s journey to convert as many website visitors into clients or customers as possible. Here are a few examples of conversion rate optimization strategies:

  • Understand the basics of machine learning and artificial intelligence. The latest developments in these two fields will give you the competitive edge you need to find the right customers at the right times. By utilizing this, you’ll be able to lower your cost per lead and get the right message out to the right prospect at the right time.

 

  • Providing a good experience for customers is crucial. Spend the money needed to make your website fast and personalized for visitors. And when it comes to keeping costs done, keep in mind that small adjustments to your site will have a disproportionately large impact on the end results.

 

  • Utilize social proofing techniques for your business. Use your case studies, reviews, and recommendations at every touchpoint of your marketing. Also, make sure that this content is included in different places on your website. And finally, remember to share it all on social media.

 

3) KPIs are Critical

If you don’t measure your results, then you won’t be able to manage your marketing effectively, and you may just be throwing your money away.

You want to hold yourself accountable for your marketing expenses. You can do this by measuring your results vs. the criteria you have for success. These criteria might be upselling, referrals, or the number of leads you generate. Now more than ever is when KPIs (key performance indicators) matter.

Here’s how you can configure your KPIs if you haven’t already:

  • Determine your ROI from social media. When budgets are tight, social media can appear to be a sensible option for cutting. After all, it can be a time-consuming activity. However, before you cut the cord, make sure that you understand how social media is producing results for your business. How much profitability, engagement, and visibility does it bring to your company?

 

  • Use Google Analytics to its full potential. Make sure that you’re using all of the available data to improve your marketing efficiency. Some questions you should ask are: Did we set up goals properly? Is the Search Console connected? Did we define what we’re measuring? And finally, are we utilizing all of the free data available from Google Analytics in our marketing strategy?

When marketing budgets are tight, you can fall back on your KPIs to help guide you through the storm. By knowing your KPIs, you’ll be able to answer the question, “what kind of spending really matters for my business?”

 

 

 

 

Using Images to Market on Social Media

Do you like to share images on social media without a second thought? If so, have you ever wondered whether that’s the right thing to do? Knowing the basics about copyright law will allow you to use images on social media legally as well as help you protect your content.

There are rules and laws to follow when it comes to image marketing, and a good online marketing services company will adhere to them.

The following guidelines can protect your business from a copyright infringement lawsuit.

 

 

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What is Copyright Protection?

Copyright can apply to many different types of creative works. Copyright protection is automatic (if you used it, then that work is assumed to be yours). But what about the copyright symbol? Well, some people still like to use it as a way of saying, “Hey, this is mine,” even though it isn’t legally required.

Copyright essentially means that nobody else can use your creation without permission.

However, the protection can only be enforced if you apply with the US Copyright Office within 90 days of when you released your content. So, for example, if a violation occurs on June 1, you’ll have until September 1 to apply. If you don’t apply by then, you won’t be able to sue for copyright infringement.

 

Using Others’ Work

When it comes to using others’ work, always remember this rule: if you didn’t create it, then you shouldn’t use it. Even giving the creator credit won’t always be enough.

The exception is if the image is “labeled for reuse” or if the owner gave their express permission for others to use their image. Also, pay attention if there are any caveats like “for non-commercial usage only.”

 

Read the Terms of Service

Each social media website has its own rules put in place to protect their company and their users. That’s why if you’re a business, then this next step really is mandatory: you must read through the website’s terms of service. It’s super important and can save you much trouble down the line.

 

Why You Should Read the Terms of Service: A Real-World Example

We need to hammer this point home, which is why we’re going to show you an example of why you should understand terms of service. On Pinterest, they have a couple of interesting rules. The first one is that you’re responsible for everything that you post on the platform. The second rule is that you’re allowed to repin other people’s images on Pinterest. 

The first rule can get you into trouble. Let’s say that Sarah has a blog about puppies, Rachel on Pinterest loves one of those puppies and copies the picture onto her Pinterest account. Jane comes along and repins the image onto her board of adorable puppies. In this case, Rachel and Jane would be violating the terms of service, even though Jane wasn’t aware of where the image originally came from. That’s because of the seemingly simple rule “you’re solely responsible for the content you post to Pinterest.”

So it’s essential to not only read all of the rules and terms but to understand them as well. This area is where an online marketing services company can be very beneficial. They will make sure that all of the rules are followed to protect you and your business/brand.

 

 

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Understand Image Licensing

Another layer of complexity comes from stock services: image licensing. You can purchase images from these stock websites, and you have the option of what kind of license you’d like them to have. Generally speaking, the more expensive licenses allow you to do more with the image. Depending on the license in question, you may only be able to post the picture a certain number of times, or for certain types of usage only. With images and licenses, it’s essential to know what you’re buying.

 

Seek Permission From the Creator

You should always try and get permission from the owner before using their image or video. Many people will be happy for you to use their image, provided that you give them credit. Also, keep in mind that there are attorneys and photographers out there looking for people who violate copyright. Most of them will be happy to settle outside of court, but that can still cost you thousands of dollars. Just remember it’s better to be safe than sorry when you’re considering whether or not to use an image or video to market on social media.

 

Fair Use Guidelines

But what about fair use? You might assume that fair use doesn’t apply to images used in marketing campaigns, and your assumption would most likely be correct. You see, fair use is one of the only exceptions to the copyright rule. The purpose of the fair use doctrine is to allow for exceptions of when images and content can be used by others, as long as that usage doesn’t impede the original author’s rights.

Giving credit to the creator isn’t the same thing as fair use. Fair use refers to how you are using that content. If you’re using it for education or nonprofit purposes, then it’s more likely to be considered fair use.

Whether or not it’s fair use depends on the nature of the work.  Also, how much did you use – for example, did you use a single page of a book or the entire book?

An example would be a TV show. Sure it’s fine to take a snapshot of the TV show and post the picture in your ebook. However, what you can’t do is take an entire episode of said TV show and publish it on your website while claiming fair use for educational purposes.

When it comes to fair use, always ask yourself the question, “why am I using this content, and how much of it am I using?”

Continue reading “Using Images to Market on Social Media”

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