Mixing Politics and Business: The Pros, Cons, and Facebook Advertising Rules for This Election Year

Published October 3, 2024

Business owners often face a tough decision on whether to mix politics with their brand. The impact can be significant, both positively and negatively.

Pros

  • Engaging Customers: Aligning with certain values can deepen customer loyalty.
  • Brand Differentiation: Taking a stand can distinguish your business in a crowded market.

Cons

  • Alienation Risk: You risk losing customers with opposing views.
  • Reputation Damage: Political stances may overshadow your product or service.

 

Election Year Rules

Platforms like Facebook enforce strict advertising regulations during election years. For instance, there’s a restriction period for political ads, requiring businesses to comply with transparency rules and limits on ad targeting. Ensure your ads follow these policies to avoid disruptions. For more details, check Facebook’s Election Ad Guidance.

What Can You Post

Here are some “Switzerland” election posts that businesses can use to encourage voting without taking a political stance:

  1. “Your Voice Matters”:
    “Voting is a privilege and an important way to have your voice heard. No matter where you stand, make sure to cast your vote this election!”
  2. “Celebrate Democracy”:
    “Voting is the heart of democracy. Let’s come together and celebrate this important right. Don’t forget to vote!”
  3. “Your Civic Duty”:
    “Voting is not just a right, it’s a responsibility. Exercise your civic duty and make sure your vote counts this election.”
  4. “Freedom to Vote”:
    “The freedom to vote is one of our nation’s most valuable rights. Take part in this democratic process and make your voice count.”

You may have to police posts should there be a comment about either side, but overall, general reminders to vote can be a nice way to connect to your community and clients.

The Bottom Line

Unless your business truly depends on the outcome of an election, it would probably behoove your brand to stay neutral in all social media posts. Remember that even if a social media post gets deleted, it still lives on forever, somewhere on the Internet.

How the Kelce Brothers Are Scoring Big Off the Field by Marketing Themselves

Published September 10, 2024
How the Kelce Brothers Are Scoring Big Off the Field by Marketing Themselves

When it comes to life after the NFL, many players face uncertainty. But not the Kelce brothers. Jason and Travis Kelce are not just planning for life after football—they’re actively cashing in on themselves. For those outside the marketing world, their strategies offer a compelling case study in how to leverage personal branding for long-term success.

Building a Brand Beyond the Game

Both Jason and Travis Kelce have capitalized on their on-field success to create off-field opportunities that extend their brand far beyond football. The key to their success lies in their ability to connect with audiences in a way that feels authentic and relatable, something that marketers strive to achieve with any brand.

  1. New Heights Podcast: A Platform for Personal Branding

One of the most notable ventures is their podcast, New Heights, produced by Wondery. Launched in September 2022, the podcast became an instant hit, landing among the top sports podcasts on Apple and Spotify. The brothers’ banter, combined with their unique perspectives as NFL insiders, has attracted a loyal following. But this isn’t just about entertaining fans—it’s about establishing a platform where the Kelces control the narrative, engage directly with their audience, and build a brand that can outlast their football careers.

The success of New Heights shows how crucial it is to create content that resonates with your core audience. For the Kelces, this content extends their personalities and values beyond the field, positioning them as influencers in the sports world and beyond.

  1. Product Endorsements: Leveraging Popularity for Profit

The Kelces are also making smart moves in the world of product endorsements. Recently, they partnered with General Mills to launch a limited-edition cereal, “Kelce Krunch.” This collaboration not only ties into their football fame but also taps into their growing influence in the food industry. It’s a savvy move, turning their popularity into a tangible product that fans can literally buy into.

In another smart partnership, Jason Kelce joined forces with Buffalo Wild Wings for an NFL-themed advertising campaign. This partnership further cements his status as a marketable personality, leveraging his tough, relatable image to resonate with fans and consumers alike.

These endorsements show how the Kelces are monetizing their personas in ways that are directly tied to their brand identities. For marketers, it’s a reminder of the importance of aligning partnerships with the values and image of the brand (or individual) you’re promoting.

How the Kelce Brothers Are Scoring Big Off the Field by Marketing Themselves

The Long Game: Planning for Post-NFL Success

For Jason, life after football is happening since announcing his retirement from the NFL recently, and he’s setting himself up for continued success. Travis, though still in the prime of his career, is clearly laying the groundwork for his post-NFL life. By diversifying their interests and building a strong personal brand, the Kelce brothers are ensuring they’ll continue to thrive long after they hang up their cleats.

For those outside the industry, the takeaway is clear: successful personal branding is about more than just fame—it’s about strategic planning, authenticity, and connecting with your audience on a deeper level. The Kelces are doing this brilliantly, setting a blueprint for other athletes (and public figures) to follow.

The Bottom Line

Whether you’re in marketing or not, there’s a lot to learn from the Kelce brothers. They’ve taken their on-field success and turned it into a multi-faceted brand that reaches far beyond football. By understanding their audience, staying true to their brand, and planning strategically, they’re ensuring their success well into the future.

For anyone looking to build a brand—personal or otherwise—the Kelces’ story is an inspiring example of how to do it right.

Branding is Why. Marketing is How.

Published August 22, 2024

The statement “Branding is Why. Marketing is How.” succinctly captures the essence of two fundamental concepts in the business world. Let’s break down why this is true and how it applies to building a successful business strategy.

Branding is Why

  1. Defines Purpose and Values:

   – Branding is about establishing the core values, mission, and purpose of your business. It answers the question, “Why does this company exist?” and “What does it stand for?”

   – For example, a company like Apple emphasizes innovation, quality, and design. Their brand is built around the idea of making technology accessible and intuitive.

  1. Emotional Connection:

   – Effective branding creates an emotional connection with the audience. It’s not just about what your product does, but how it makes people feel.

   – Think of brands like Nike, which inspire motivation and determination through their “Just Do It” slogan. This branding evokes strong emotions and builds loyalty.

  1. Differentiation:

   – Branding sets a business apart from its competitors. It highlights unique qualities and the distinctive promise a brand makes to its customers.

   – Coca-Cola, for instance, is not just a soda; it represents happiness and sharing moments of joy, which differentiates it from other beverages.

Marketing is How

  1. Implementation of Strategy:

   – Marketing is the process through which the brand’s purpose, values, and promises are communicated to the target audience. It answers the question, “How do we reach and engage our customers?”

   – This includes various tactics such as advertising, content marketing, social media, and email campaigns.

  1. Tactical Execution:

   – Marketing involves the specific tactics and tools used to deliver the brand message. It’s about the channels you choose, the type of content you create, and how you measure success.

   – For example, a company might use influencer partnerships, SEO, and targeted ads to market a new product.

  1. Driving Action:

   – While branding builds recognition and loyalty, marketing drives the actions you want your audience to take. It’s about generating leads, increasing sales, and growing your business.

   – An effective marketing campaign for a brand like Tesla would focus on highlighting the innovative features of their cars and driving potential customers to test drives and purchases.

Branding is Why. Marketing is How.

The Bottom Line

In summary, branding is the foundational element that defines your business’s identity, purpose, and emotional appeal. It’s the “why” behind what you do. Marketing, on the other hand, is the executional aspect, the “how” that brings your brand to life and engages your audience. Together, they form a powerful combination that can build a strong, successful business. By understanding and leveraging both concepts, companies can create a compelling narrative that resonates with their audience and drives long-term growth.

The Intricacies of Email Marketing: From Opt-In to Sales

Published July 29, 2024

How many emails do you get in your inbox a day? It is likely a lot and when you get a lot of them, the easiest thing to do is scroll really fast through them, see if anything truly sticks out like a recognizable name or a big deal, and then you ultimately select all and delete.

Email marketing, cheaper than mailing a letter, is still considered a relic in digital marketing. The first email was sent between 1969-1971. Emails are now easier to send than ever and offer businesses a direct line to their customers’ inboxes. Despite its potential, executing an effective email marketing campaign is far from simple. It demands a strategic approach from a marketing team, perseverance from that same team and the sales team, and a dedicated sales team to be the one connecting with those receiving the emails. Sounds like a lot of work, right? Here’s an in-depth look at how email marketing works, from gathering email addresses to creating compelling content that reaches and engages recipients.

Building an Email List: The Art of the Opt-In

The journey of email marketing begins with building a high-quality email list. Businesses must adhere to strict regulations when emailing potential clients to ensure compliance and avoid penalties. Key rules include obtaining explicit consent from recipients before sending emails and making sure opting out of the email is clear and easy. So how do you get people to willingly give you their email address? 

  • Creating Valuable Content and Offers: To entice people to subscribe to your email list, you need to offer something of value in return. This could be exclusive content, discounts, free trials, or informative newsletters. The more valuable and relevant the offer, the higher the likelihood of getting people to opt-in.
  • Using Signup Forms: Place signup forms strategically on your website, blog, and social media platforms. Make the forms simple and user-friendly, asking only for essential information to lower the barrier to entry.
  • Leveraging Lead Magnets: Offer lead magnets such as eBooks, webinars, or free resources that require an email address for access. This method not only grows your list but also attracts leads who are genuinely interested in what you offer.

Crafting Emails That Bypass Filters

Once you have a solid email list, the next challenge is ensuring your emails make it to the recipients’ inboxes, bypassing the various filters set up by email providers. New rules and regulations seem to be rolling out frequently. So here’s how to improve your deliverability:

  • Use a Reputable Email Service Provider (ESP): Choose an ESP with a good reputation and strong deliverability rates. They often provide tools and tips to help you stay out of spam folders.
  • Authenticate Your Emails: Implement email authentication protocols such as SPF, DKIM, and DMARC. These protocols verify your emails’ legitimacy, reducing the chances of being marked as spam.
  • Craft Relevant and Engaging Content: Email providers analyze engagement rates. If recipients frequently open, read, and interact with your emails, your sender reputation improves. Personalize your content to match the interests and behaviors of your audience.
  • Avoid Spam Triggers: Steer clear of spammy language, excessive use of exclamation marks, and all caps. Also, ensure your email contains a clear and legitimate subject line and a mix of text and images.

Encouraging Opens and Engagement

Getting your email into the inbox is just part of the battle; the next step is encouraging recipients to open and engage with your content instead of just hitting delete. Here’s how to make your emails irresistible:

  • Compelling Subject Lines: Craft subject lines that are concise, intriguing, and relevant to the recipient. A/B testing different subject lines can help identify what resonates best with your audience.
  • Personalization: Use the recipient’s name and tailor the email content based on their past interactions or preferences. Personalization increases the sense of connection and relevance.
  • Mobile Optimization: Ensure your emails are mobile-friendly, as a significant portion of email opens occur on mobile devices. A responsive design enhances readability and user experience.
  • Clear Call to Action (CTA): Every email should have a clear, compelling CTA that guides the recipient on what to do next, whether it’s visiting your website, downloading a resource, or making a purchase.
  • Consistent Scheduling: Send emails at regular intervals to keep your audience engaged without overwhelming them. Analyze your audience’s behavior to determine the optimal frequency and timing.

The Role of a Dedicated Sales Team

Executing an effective email marketing strategy requires a dedicated sales team. They play a crucial role in the fulfillment of the sales funnel. Without a responsive sales team, following up on potential leads who are opening and engaging with emails, the sale could die. Here are some tips to help further the lead to a sale:

  • Segmenting the Audience: By understanding the needs and preferences of different segments, the sales team can help tailor messages that are more likely to resonate with each group.
  • Following Up: Personalized follow-ups based on email interactions can turn leads into customers. The sales team can use insights from email engagement to prioritize and personalize their outreach.
  • Gathering Feedback: The sales team can gather feedback from recipients to continually improve the email content and strategy, ensuring it stays relevant and effective.

The Bottom Line

Email marketing is a powerful tool, but its success hinges on meticulous planning and execution. From building a quality email list to crafting engaging content that bypasses filters and encourages opens, each step requires time, effort, and strategic thinking. With the support of a dedicated sales team, businesses can harness the full potential of email marketing, driving engagement and conversions. In the ever-evolving digital landscape, mastering email marketing can make a significant difference in achieving business goals.

The 3 Best Strategies for Using CTA in Social Media Posts

Published June 17, 2024
The Best Strategies for Using CTAs in Social Media Posts

As with every good social media post, the author is surely putting a Call To Action (CTA), right? Yes and no, but we have to be smart and sly about it these days. We see it on Instagram everyday. “Like, share, save, comment, use this or that emoji..” etc. Instagram even came out and recently said don’t “hack engagement” or they won’t push it out as much. So what are the best strategies to using CTAs in social media without being pushy?

Provide Value First and Foremost

People are following you for a reason. Whatever that reason is, it is important to remember to give your followers something they value first to get them to want to give back to you in the ways of a CTA. When you post meaningful content, that is when the organic engagement happens. 

The 3 Best Strategies for Using CTAs in Social Media PostsDon’t Have Demanding CTA

There are certainly social media pages that demand engagement. Sometimes there are certain reasons why. Contests come straight to the top of the mind here. But otherwise, demanding likes and comments just gets stale. We know the YouTube phrases of, “Like and subscribe to my channel…” It just goes in one ear and out the other now. Our advice: Use softer phrases such as, “Check out my latest post,” or “Others you know might be interested in this too…” We’ll call these idea prompts instead of CTAs. Still the same concept but just a softer approach.

Highlight How They Can Benefit

The average person truly wants something in return for giving you something. Prime example is an email address. If you are going to provide a company with your email address so that they can email you whatever they want, then you want something of value in return. Companies need to make it clear how taking action will benefit their audience. If the CTA involves downloading a resource, signing up for a newsletter, or making a purchase, explicitly state what they will gain. For instance, “Get our free eBook to learn expert tips on social media marketing,” or “Be a part of our weekly newsletter with social media post templates to help you.”

The Bottom Line 

There are ways to integrate CTAs into your social media content without being pushy but instead organic and respectful. The key is to keep your audience’s needs and preferences at the forefront of your strategy, ensuring that every CTA adds value to their experience. Additionally, continue to test different approaches to see what resonates best with your audience. A/B testing different CTAs can provide insights into what works without overwhelming your audience.