The Power of Paid Advertising: How Keynote Speakers Can Use PPC and Social Ads to Drive Bookings

In the competitive world of keynote speaking, visibility and strategic marketing play crucial roles in securing speaking engagements. While organic methods like networking and content marketing are valuable, paid advertising can provide a significant boost to your efforts. By leveraging Pay-Per-Click (PPC) and social media ads, keynote speakers can effectively target potential clients, increase their visibility, and drive bookings. Here’s how to harness the power of paid advertising to enhance your speaking career.

Understanding Paid Advertising

What is PPC Advertising? Pay-Per-Click (PPC) advertising is a model where you pay each time your ad is clicked. These ads appear on search engines and other websites, allowing you to target specific keywords relevant to your speaking topics. Google Ads and Bing Ads are popular platforms for PPC advertising.

Social Media Ads: Social media platforms like Facebook, LinkedIn, and Instagram offer robust advertising options that allow you to target specific demographics, interests, and behaviors. Social ads can be highly effective for reaching potential clients and engaging with your audience in a more interactive environment.

Setting Up Your PPC Campaign

Define Your Goals: Before launching a PPC campaign, clearly define your objectives. Are you aiming to increase website traffic, generate leads, or directly drive bookings? Setting specific goals will help you create targeted ads and measure success.

Choose Relevant Keywords: For PPC campaigns, selecting the right keywords is crucial. Focus on terms potential clients might use when searching for keynote speakers. Include both broad and niche keywords related to your expertise. Use tools like Google Keyword Planner to identify high-traffic keywords relevant to your topic.

Craft Compelling Ad Copy: Your ad copy should be concise, engaging, and tailored to your target audience. Highlight what makes you unique as a speaker and include a strong call to action (CTA) encouraging users to visit your website or book a consultation. A/B test different ad copies to determine what resonates best with your audience.

Set a Budget: Determine how much you’re willing to spend on your PPC campaign. Start with a modest budget and adjust based on performance. Monitor your spend regularly to ensure you’re getting a good return on investment (ROI).

Leveraging Social Media Ads

Target Your Audience: Social media platforms offer advanced targeting options. You can specify demographics such as age, location, job title, and interests. For example, LinkedIn ads can be tailored to target professionals in specific industries or roles, making it a great platform for reaching event planners and decision-makers.

Create Engaging Visuals: Visual content is crucial for social media ads. Use high-quality images or videos that reflect your brand and showcase your speaking engagements. Consider creating short promotional videos highlighting your best moments on stage or testimonials from satisfied clients.

Utilize Retargeting: Retargeting allows you to reach users who have previously interacted with your content or visited your website. By showing ads to this audience, you can remind them of your services and encourage them to take action. Retargeting helps keep your brand top-of-mind and increases the likelihood of conversions.

Track and Analyze Performance: Regularly monitor the performance of your social media ads. Use analytics tools provided by the platforms to track metrics such as clicks, impressions, and conversions. Analyzing these metrics will help you understand what’s working and where adjustments are needed.

Crafting Effective Landing Pages

Design a High-Converting Landing Page: When users click on your ads, they should be directed to a well-designed landing page that encourages them to take action. Your landing page should clearly outline your speaking services, provide relevant information, and include an easy-to-use booking form or contact option.

Optimize for Mobile: Ensure your landing page is mobile-friendly. Many users access ads and websites from their smartphones, so a responsive design is essential for a positive user experience and higher conversion rates.

Include Testimonials and Social Proof: Incorporate testimonials from past clients and other forms of social proof on your landing page. This helps build credibility and trust with potential clients, making them more likely to book you for their event.

Maximizing ROI from Paid Advertising

Test and Refine Your Ads: Continuously test different ad variations, including copy, visuals, and targeting options. Analyze the results to determine which elements perform best and refine your ads accordingly. Testing helps optimize your campaigns for better results.

Allocate Budget Wisely: Monitor which platforms and ad types provide the best ROI and allocate your budget accordingly. Focus your spending on the channels that yield the highest engagement and conversion rates.

Stay Updated with Trends: Digital advertising is constantly evolving. Stay informed about the latest trends and updates in PPC and social media advertising. This knowledge helps you adapt your strategies and stay competitive.

Conclusion

Paid advertising, including PPC and social media ads, offers keynote speakers a powerful tool to boost their visibility, connect with potential clients, and drive bookings. By setting clear goals, targeting the right audience, crafting compelling ad content, and optimizing your campaigns, you can effectively use paid advertising to enhance your public speaking career. Remember, successful advertising requires ongoing analysis and adjustment, so stay proactive and keep refining your strategies to achieve the best results.

Need help optimizing of your social media ads for better results? Reach out to us!

Creating Viral Content: Strategies to Amplify Your Reach as a Keynote Speaker

In the digital age, creating viral content can significantly amplify your reach and impact. For public speakers and content creators, mastering the art of virality means reaching larger audiences, gaining more engagement, and enhancing your influence. Here’s a guide to crafting content with the potential to go viral and make a substantial impact.

Understanding Viral Content

What Is Viral Content? Viral content is any digital material—such as videos, articles, images, or social media posts—that rapidly spreads across the internet due to its widespread appeal and shareability. Viral content typically evokes strong emotions, resonates with a broad audience, or taps into current trends.

Why Aim for Virality? For public speakers, viral content can significantly boost your visibility and credibility. It provides an opportunity to showcase your expertise, engage with a larger audience, and establish yourself as a thought leader. By creating content that resonates widely, you can attract more speaking opportunities and grow your personal brand.

Strategies for Creating Viral Content

1. Know Your Audience: Understanding your target audience is crucial for creating content that resonates with them. Research their interests, preferences, and pain points. Tailor your content to address their needs, offer value, and align with their values. Engaging with your audience’s emotions and interests increases the likelihood of your content being shared.

2. Craft Attention-Grabbing Headlines: The headline is the first thing people see and can make or break your content's success. Create compelling, curiosity-driven headlines that entice readers to click and explore further. Use strong, action-oriented language and make sure your headline reflects the essence of your content.

3. Create High-Quality, Engaging Content: Focus on producing content that is visually appealing, well-written, and offers genuine value. Whether it’s an insightful article, an entertaining video, or a thought-provoking infographic, ensure your content is polished and professional. High-quality content is more likely to be shared and appreciated by your audience.

4. Leverage Trends and Timeliness: Tap into current trends, hot topics, and cultural moments. Create content that relates to or capitalizes on what’s trending in your industry or the world at large. Timely content that addresses relevant issues or events has a higher chance of going viral.

5. Use Emotional Appeal: Content that evokes strong emotions—whether joy, surprise, sadness, or inspiration—tends to resonate more deeply with audiences. Use storytelling techniques to create emotional connections with your audience. Personal stories, relatable experiences, and impactful messages can drive engagement and sharing.

6. Incorporate Interactive Elements: Engage your audience with interactive elements such as polls, quizzes, and challenges. Interactive content not only encourages participation but also increases the likelihood of your content being shared. Make sure your interactive elements are relevant and add value to the user experience.

7. Optimize for Social Media: Tailor your content for various social media platforms. Each platform has its own format and audience preferences. Create platform-specific versions of your content, use relevant hashtags, and encourage shares and engagement. Social media optimization can enhance the visibility and reach of your content.

8. Collaborate with Influencers: Partnering with influencers or industry leaders can amplify your content’s reach. Collaborate on content creation, co-host webinars, or engage in joint promotions. Influencers have established audiences that can help propel your content to a wider audience.

9. Encourage Sharing: Make it easy for your audience to share your content by including clear call-to-actions (CTAs) and social sharing buttons. Encourage your audience to share your content by highlighting its value and relevance. Creating shareable content increases its chances of going viral.

10. Analyze and Learn: Monitor the performance of your content using analytics tools. Track metrics such as shares, likes, comments, and engagement rates. Analyzing what works and what doesn’t helps you refine your strategy and create more effective viral content in the future.

Examples of Viral Content

1. Inspirational Stories: Share personal or client success stories that inspire and motivate your audience. Highlight transformative experiences, overcoming challenges, and achieving milestones.

2. Trendy Challenges: Participate in or create your own challenges related to your field. Encourage your audience to join in and share their experiences.

3. Thought-Provoking Questions: Post questions that spark conversation and debate. Encourage your audience to share their opinions and engage in discussions.

4. Behind-the-Scenes Content: Offer a glimpse into your process, preparations, or daily life. Behind-the-scenes content humanizes you and makes your audience feel more connected.

5. Educational Content: Create informative content that provides valuable insights or practical tips. Educational content that addresses common pain points or answers frequently asked questions can be highly shareable.

Conclusion

Creating viral content involves understanding your audience, crafting compelling and high-quality material, and leveraging current trends and emotional appeal. By incorporating these strategies, you can amplify your reach, engage a broader audience, and enhance your impact as a public speaker. Embrace the potential of viral content, and watch as your influence grows and your message spreads across the digital landscape.

Need help leveling up your social media strategy? Reach out to us to chat!

How to Determine a Goal Cost Per Lead (CPL) for Your Lead Generation Campaigns

In the world of digital marketing, especially for local lead generation companies, understanding and setting a realistic Cost Per Lead (CPL) goal is crucial to the success of your advertising efforts. 

Unfortunately, many businesses fall into one of two traps: either they spend significant amounts of money on ads without proper performance tracking, or they set their budgets too low, expecting miracles with not enough funds to support their efforts. Both approaches can lead to frustration, wasted resources, and missed opportunities. 

It’s important to find the right balance, but do you know how?

At That Random Agency, we help businesses navigate the complexities of digital marketing by providing strategic advice on how to optimize ad spend, measure performance, and ultimately achieve a sustainable and profitable CPL. In this blog post, we’ll walk through the key considerations for determining a realistic CPL and how to use this metric to guide your marketing strategy.

It’s important to note that your CPL may vary by marketing channel. Looking at your overall marketing spend along with all leads generated (including organic and referral) is also an important KPI to consider and monitor.

What is Cost Per Lead (CPL)?

Cost Per Lead (CPL) is the amount of money you spend to acquire a lead through your marketing efforts. A lead is typically a potential customer who has expressed interest in your products or services by providing contact information, such as an email address or phone number.

CPL is a critical metric because it helps you understand the efficiency of your marketing campaigns. A well-calculated CPL ensures that you’re spending your advertising dollars wisely and generating leads that are likely to convert into paying customers.

Why Setting a Realistic CPL Matters

A realistic CPL is essential for two main reasons:

  1. Budget Optimization: Without a clear CPL goal, you risk either overspending without adequate returns, or underspending and limiting your ability to generate quality leads.
  2. Competitiveness: The digital advertising space is highly competitive. If your CPL is set too low, you may not be able to compete effectively against other businesses willing to invest more in acquiring leads.

How to Calculate a Goal CPL

Calculating a goal CPL involves understanding several key business metrics:

  1. Average Order Value (AOV): This is the average revenue generated from a converted lead. For example, if your average contract is worth $20,000, this figure is your AOV.
  2. Conversion Rates:
    • Lead-to-Opportunity: The percentage of leads that become qualified opportunities.
    • Opportunity-to-Sale: The percentage of opportunities that convert into actual sales.
  3. Desired Profit Margin: This is the profit you want to make after accounting for the cost of acquiring the lead.

Example CPL Calculation

Let’s walk through an example. Suppose your average contract value (aka average order value aka AOV) is $20,000 and you have the following conversion rates:

This means that out of 100 leads, 20 become opportunities, and 2 result in sales.

If you want to maintain a 50% profit margin, you need to ensure that the CPL allows you to retain half of the revenue generated per lead.

  1. Revenue Per Lead:
    • If 2 out of 100 leads convert into sales, that’s $40,000 in revenue.
    • Revenue per lead = $40,000 / 100 = $400
  2. Target CPL:
    • To maintain a 50% profit margin, you need to keep 50% of the revenue per lead, which is $200.
    • Therefore, your target CPL should be $200 or less.

Why It’s Important to Track and Adjust Your CPL

It’s important to understand that CPL is not a static number. It’s based on assumptions around conversion rates and AOVs, both of which can change over time. If your conversion rate improves or your AOV increases, you might be able to justify a higher CPL. Conversely, if your conversion rates drop, you may need to lower your CPL to maintain profitability.

To effectively manage your CPL, it’s crucial to:

  1. Track Metrics of Success: Continuously monitor key metrics such as conversion rates, AOV, and CPL. Tools like Google Analytics, CRM systems like Hubspot or PipeDrive, and marketing automation platforms like Mailchimp can provide valuable insights.
  2. Reevaluate Periodically: Regularly reassess your CPL goals based on the latest data. This could be quarterly or after significant changes in your business operations or market conditions.
  3. Adjust Your Strategy: If you find that your CPL is too high, consider optimizing your campaigns by improving ad targeting, refining your messaging, or experimenting with different channels. If your CPL is too low and you’re not generating enough leads, it may be time to increase your ad spend.

As a business owner, you have a lot of levers to pull. If your opportunity-to-sale metric declines, it may be due to a competitor launching a promotion, or a new sales team member who is not as experienced, etc. Before lowering your CPL, remember to also make your sales funnel process as efficient as possible to maximize those paid lead opportunities.

The Brutal Truth: Competitive Environments Require Competitive Budgets

In the pay-to-play world of digital advertising, being competitive means being willing to invest appropriately in lead generation. A $15 CPL might seem cost-effective, but if your competitors are willing to pay $70 or more per lead, your chances of capturing high-quality leads diminish significantly.

By understanding your business metrics, setting a realistic CPL, and continuously tracking and adjusting your strategy, you can ensure that your marketing efforts are both efficient and effective. 

At That Random Agency, we’re here to help you navigate these complexities and build a strategy that drives real results. If you’re interested in working together, contact us today.

Boost Your Book’s Success: Influencer Marketing Strategies Every Author Should Know

Launching a book is one of the most exciting moments in an author’s career. However, with countless books hitting the market daily, standing out can be a challenge. That’s where influencers come into play. By leveraging influencer’s reach and influence, you can amplify your book launch, reach new audiences, and strengthen your brand.

What is Influencer Marketing?

In simple terms, it’s about collaborating with social media personalities who have a dedicated following. Tapping into influencer marketing helps you connect with audiences you might not be able to reach on your own. 

When an influencer recommends your book, their followers are more likely to pay attention. This is because influencers have built trust and credibility with their audience, making their recommendations highly influential.

Finding the Right Influencers

Not all influencers are created equal—especially when it comes to promoting a book. It’s essential to find influencers whose audience aligns with your target readers.

Start by considering the genre of your book and the demographics of your ideal reader. Micro-influencers, who often have a more engaged and loyal following, can be particularly effective for niche genres. Macro-influencers, on the other hand, have a broader reach but may charge more for collaborations.

To find influencers, explore social media platforms like Instagram and TikTok. Tools like BuzzSumo and Upfluence can also help you identify potential partners based on keywords relevant to your book. 

Bonus Tip: Check out our blog “What Can Digital Marketers Learn from BookTok?” to get more insights on the power of BookTok for book marketing.

Building and Nurturing Influencer Relationships

Once you’ve identified potential influencers, it’s time to build genuine relationships. Start by engaging with their content—comment on posts, share their work, and show that you’re genuinely interested in what they do. When reaching out, offer value in return, whether it’s a signed copy of your book, exclusive content, a co-hosted virtual event, or even monetary compensation (if it’s in your promotional budget) .

After you have started working with influencers, it’s important to nurture the relationship with them because it leads to long-term benefits for both your book promotion and your brand. Here’s why: 

  1. Continued Promotion: Ongoing relationships lead to future book promotions.
  2. Authentic Endorsement: Long-term ties make endorsements more genuine.
  3. Expanded Opportunities: Continuing connections can open doors to new collaborations.
  4. Access to Their Network: Strong relationships can introduce you to other influencers.
  5. Trust and Loyalty: Nurtured bonds build trust and loyalty with both the influencer and their audience.

Nurturing these relationships turns influencers from one-time promoters into ongoing advocates for your brand, significantly boosting your long-term success.

How to Collaborate with Influencers

When it comes to collaboration, creativity is key. Some effective ways to work with influencers include:

1. Book Reviews: Send them a copy of your book for an honest review.

Why it worked: Honest book reviews from influencers make their followers more likely to trust you and be interested in your book.

@booksforlosers NO MORE SLUMPS !!!!!! get yo grubby lil hands on some of these books #bookrecs #bookreview #bookish #booktokfyp #bookshelves #readingslump #bookishfyp #bookrecs #books #booktoker #booksforlosers #bookworm ♬ original sound - milana <3

2. Live Readings: Host live sessions where the influencer reads an excerpt from your book.

Why it worked: Live readings bring the book to life, engaging the audience in real-time and creating a personal connection that sparks excitement. It also leaves viewers wanting more.

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A post shared by Katherine May (@katherinemay_)

3. Giveaways: Partner with the influencer to run a giveaway of your book to their followers.

Why it worked: Giveaways are a fantastic way to generate buzz, as they encourage followers to participate, share, and spread the word about your book.

@freyvalerio Im hosting a giveaway over on Fable!! Super excited to share this with you all ❤️ #booktok #romantasybooks #booktokfyp #bookrecommendations #fantasybooktok #romantasy ♬ original sound - freya valerio 📚

4. Q&A Sessions: Organize a live Q&A where the influencer asks you questions about your book and writing process.

Why it worked: Live Q&A sessions allow readers and viewers to dive deeper into your book which creates a stronger connection and interest in your work.

@bookmarkdbyemily I am hosting an Author Q&A with NYT #1 Bestselling Author @AuthorAbbyJimenez! 🤩🎉 Here is everything you need to know: -June 28th 7pm EDT on my TikTok profile via TikTok LIVE! -Join my @Fable bookclub with the first link in my bio -Fill out the Questionaire in my bio with all the questions you want to ask Abby Jimenez! WHO IS EXCITED!?!?🤩😍🎉 #abbyjimenez #partofyourworld #bookclub ♬ Cooking, bossa nova, adults, light(950693) - Kids Sound

The key is to find a way that benefits both you and the influencer.

Maximizing the Impact of Influencer Collaborations

To get the most out of your influencer partnerships, cross-promotion is crucial. Share their posts, engage with the comments, and encourage your followers to check out the influencer’s account. This not only amplifies the reach of the campaign but also shows the influencer that you value their contribution.

Engagement is also key. Respond to new followers, participate in discussions, and keep the momentum going long after the initial promotion. Building these relationships can lead to long-term benefits for both your book and your brand.

Final Chapter

Influencer marketing is a powerful tool that can significantly boost your book’s success. By finding the right influencers, building authentic relationships, and crafting a collaboration plan, you can reach new audiences and elevate your author brand. 

So, why wait? Reach out to us today to start exploring influencer partnerships and watch your book’s reach expand like never before.

From Ordinary to Extraordinary: Transform Your Speaking Career with a Sizzle Reel

Are you a keynote speaker looking to make a lasting impression? Then you've probably heard of sizzle reels. But what exactly are they, and why are they so important for your marketing strategy? We’re going to break down why sizzle reels are a game-changer for speakers like you, share some tips on how to make yours stand out, and show you how to add a little extra sizzle to your presentations. Let’s dive in and start cooking up a reel that’s as unique and memorable as your talks.

What is a Sizzle Reel?

A sizzle reel, often referred to as a highlight reel, is a short, dynamic video showcasing a speaker’s most compelling moments. These videos are designed to capture the essence of a speaker’s style, energy, and message in just 2 to 5 minutes. Some key components of a sizzle reel include clips, soundbites, audience reactions, and testimonials. Think of it as a movie trailer but for your speaking gigs.

Why You Need  a Sizzle Reel for Your Speaking Career:

A sizzle reel is a powerful marketing tool that can really set you apart from the crowd, wow potential clients, and open up sizzling new opportunities. Let’s dive into why having a sizzle reel is essential for every keynote speaker. 

First Impressions Matter 

It’s true–we have an attention span shorter than a goldfish. According to TIME Magazine, the average person’s attention span is eight seconds long, just one second shorter than a goldfish coming in at nine seconds, so you need to make that first impression count. Sizzle reels give viewers a quick sneak peek into the best part of you and your message. A well-crafted sizzle reel can hook the attention of clients, and land you your next booking. 

Showcases Your Expertise

Your sizzle reel is your time to shine. You get to show your best moments, demonstrate your knowledge, and your ability to captivate audiences. Sizzle reels help highlight your message to stand out to viewers while building credibility, value, and your brand. It’s like a visual resume that shows potential clients you are the real deal. 

Increases Reach

Sharing your sizzle reel on social media platforms and your website increases your visibility (this also includes sending it to your mom to share with her Facebook friends). Raising awareness of your sizzle reel and skills allows you to reach a broader audience and attract more speaking events. Who doesn’t want that? 

Tips for Making an Extraordinary Sizzle Reel

When it comes to crafting a sizzle reel that truly pops, there's a lot we can learn from the pros. Take Sara Frasca, for example—her reel is a fantastic blend of energy, expertise, and engagement. It really sets the bar high. Let's break down some top tips for making an effective sizzle reel, with a little inspiration from Sara's winning formula. But, first, check it out here:

  1. Keep it Concise:  

Typically, a short sizzle reel is between 2 to 5 minutes long, while a longer reel can be up to 10 minutes. A good rule of thumb is the shorter the better, because people’s attention span can only be kept for so long…cue in the goldfish. So, make every second count by showing off only your most impactful moments. 

How does Sara do it? Her reel is about five minutes long, but right away, she catches people with her introductory statement from one of her speeches. On top of that, there’s inspirational music and eye-catching graphics that keep viewers drawn in. 

  1. Professional Quality: 

This is not the time for a shaky iPhone video. Take the time and effort to invest in a high-quality video production. Incorporating smooth transitions, clear audio, and sharp visuals can make a world of difference. The quality of your video is so important because it not only shows you’re serious about your work, but it makes your reel more memorable and compelling. Not to mention, a bad-quality video can distract and frustrate viewers. Do you remember the last time you enjoyed watching a pixelated video? Because I don’t. 

Sara nails this in her reel. Viewers can see that she invested the time and effort into creating it. The video and audio quality are truly outstanding, transitioning smoothly between powerful soundbites, audience reactions, and snippets of her impactful messages.

  1. Testimonials  and Audience Engagement:

This is your chance to sit back and let others do the talking for once. Testimonials provide firsthand credibility of your work. They highlight your impact on their experience and showcase genuine feedback, once again, reinforcing the quality of your work. Showing your audience engagement is just as important too. It resonates with viewers and has a tangible impact by proving your ability to connect with an audience. 

Let’s give Sara a quick round of applause. Those testimonials? They’re gold. She incorporated quotes from credible (and impressive) sources such as MGM, Sephora, and J.M. Smuckers. Clients and audience members rave about her too which reinforces her credibility and the effect of her talks. She also includes clips of her speaking in front of an active-listening audience with their reactions that demonstrate her ability to connect with them. 

  1.  Highlight your Strengths: 

What makes you, well, you? Whether your strengths lie in storytelling, your sense of humor, or your mastery of a subject, make sure to put these strengths front and center for viewers. Focus on the elements that make you unique. 

Get inspired by Sara, she takes about thirty seconds in her reel to share what she does and excels at. Using strong language like, “I have an undying belief”, “I help them to build”, and “I walk my talk” tells viewers exactly what she is good at and what she does for clients. 

  1. Call to Action: 

Guide viewers on what they should do next—whether it’s visiting your website, reaching out to you for bookings, or following you on social media, make it easy for them to take the next step. Without a clear call to action, it’ll leave viewers confused and wondering what to do next. Keep reading to see how Sara Frasca does it…see what we did there. 

In the caption of her YouTube reel, she includes her contact information and a link to her website for booking and learning more about her. She also provides all her social media handles (Instagram, Facebook, X, and LinkedIn) so viewers can stay in touch and follow her updates.

Ready to Take Your Speaking Game to the Next Level? 

In a nutshell, a sizzle reel is an essential marketing tool for any keynote speaker. It not only showcases your talents but also helps you stand out in a crowded market. By following these tips and taking a page out of Sara Frasca’s book, you can create a sizzle reel that truly dazzles and propels your speaking career to new heights.

Invest the time and resources into creating a standout sizzle reel today and sign up for our 2-day immersive event where you will walk away with a brand new sizzle reel, updated headshots, and an incredible network of professionals. Check out speakr.live today. 

SMS and Push Notification Marketing: Is It Right for Your Brand?

If you're like us, you're subscribed to countless text notifications from brands. Whether these messages are used to give you a discount on your purchase or to send you updates, your favorite brands have your phone number. Countless companies have turned to SMS and push notification marketing as tools to engage with their audiences directly, but how do brands determine if these strategies are right for them? 

Let’s define SMS and push notification marketing, and explore some pro tips to figure out if these messaging strategies are right for your next campaign.

What is SMS and Push Notification Marketing? 

“Short Message Service” (SMS) marketing involves businesses sending text messages to their customers. There are typically two types of texts you’ll receive from businesses: 1) Transactional texts, like a shipping update or 2) marketing texts, featuring promo codes, new products for sale, etc. While transactional texts are more or less informational, SMS marketing texts can often be an effective way to ensure customers see your overall campaign message, prompting them to take advantage of an offer all from the convenience of their smartphone. 

Image from: MessageMedia

Push notification marketing on the other hand uses short, clickable messages sent to users’ mobile devices from via an app users have downloaded to their device. Push notifications can, again, include transactional updates and alerts. Marketing notifications, on the other hand, can include offers, product recommendations, new drops, and more. In-app marketing notifications can do anything from help increase app engagement to drive in-store traffic.

Image from: Appcues

One thing to point out before proceeding any further: You must have permission to send text messages to users. If you don’t, this could stir up future legal problems. Not only is SMS marketing regulated under US law, but texting without permission feels a little intrusive and maybe not great for your business’s image. Learn more about SMS compliance here. For push notifications, opt-ins are a bit different (depending on which device you use) as most apps will immediately prompt the user to receive these notifications when they open the app. 

Which is Right for Your Brand? 

Now that we’ve defined the difference between SMS and push notification marketing, as well as touched on opt-in requirements, it’s time to start thinking about if these messaging strategies are right for your brand. If SMS/push marketing seems right to you, consider the following: 

  1. Delivery Speed: While push notifications are faster than SMS messages delivery-wise, they both vary on the user’s internet connection and mobile network. Push notifications are delivered instantly, but can lag if the user’s device is not connected to the internet. SMS messages are sent using a mobile network and can be affected by data traffic, causing delays.  But overall, if your promotions or updates are time-sensitive, both options will ensure immediate visibility. 
  2. Message Length: Character limits for both strategies vary by the device type, browser, and operating system. So make sure you research what those limits are…but typically the shorter, the better. 
  3. Additional Information: SMS messaging allows businesses to include attachments, links, and images in their messages while push notifications allow for a preview of a graphic/image to lead users to the app. 
  4. Open Rates: The main difference between the strategies are the open rates. SMS messages have a whopping open rate of 98% and 90% read from viewers within the first three minutes of receiving the text. On the other hand, push notifications have an open rate of 20% as users are swiping the notification away to read later. 
  5. Cost: SMS and push notifications may have fees associated, so make sure you consider this when looking at your overall marketing budget. In the US, SMS messages cost between $0.01 and $0.05 per message, but factors like character count, media type, international rates, and more can impact the cost. If you’re seriously considering launching this type of marketing, messaging services like Twilio, Mailchimp, Podium, and Attentive are all great places to start your research.

Best Practices and Tips for SMS and Push Notification Marketing 

Now that we’ve listed some crucial considerations, check out these tips that will help you get the ball rolling with SMS and push notification messages to your customers to drive sales and boost awareness. 

1. Personalize the Messages:

Personalization goes a long way in making customers feel valued. You can do this by using their names, referencing past purchases, or even suggesting products based on their preferences. 

       

Image Credit: Logictracker

2. Optimize Timing: 

Timing is critical in SMS and push notification marketing. Send messages when your audience is most likely to engage (pro tip: it’s definitely not when they’re asleep). Track when customers use your product or service or use in-app send time functionality to determine the best time to message your audience.

Image Credit: The Los Angeles Loyolan

3. Keep the Messages Short: 

While there are character limits for SMS and push notifications, this doesn’t mean you have to max them out. Keeping messages concise makes it easy for customers to understand and act quickly. This makes their experience smoother and more satisfying, boosting the chances they'll engage successfully with what you're offering.

Image Credit: TechCrunch

4. Include a clear Call-To-Action (CTA):

Every message should have a clear CTA that tells recipients exactly what you want them to do. If it’s clicking on a link, using a promo code, visiting the app, or coming into the store -- give users directions. 

Image Credit: SMS Archives

5. Monitor and Analyze Performance:

Regularly monitor the performance of your campaigns to asses what is doing well and what is not. Analyze metrics such as open rates, click-through rates, and conversion rates, and adjust your strategy accordingly. 

Image Credit: Mailchimp

Conclusion

While SMS and push notification marketing can differ, both strategies offer brands a direct line to their customer. This type of marketing enables real-time engagement and allows for immediate action from users. To decide if these strategies fit your brand, consider your audience's preferences and your marketing goals. Overall, it's crucial to regularly test and refine your strategies to achieve the best outcome for your company. 

Ready to implement SMS or push notifications for your brand? Reach out to our digital marketing experts at Random here to get started!

The Ultimate Guide to Social Media Marketing for Banks 

Social media is a game-changer for banking brands, and it’s not just about sharing financial tips or company news. It’s about connecting with and converting followers into loyal customers. So whether it’s a community bank or a large financial institution, social media helps boost visibility in ways traditional advertising can’t. 

If you work for a financial institution, read on as we detail our guide for how you can turn likes on social media into loyalty in the real world. 

Why is Social Media Important for Banks? 

Before jumping into our guide, let’s first establish why social media is important for banks and other financial institutions to add to their marketing strategy. Having a strong social media presence is key, as it allows for a direct connection to customers, the ability to boost general awareness and highlight products/services/employees, as well as provides a platform for reputation management. Finally, social media provides insight into what customers are interested in, helping banks refine their marketing, and keep customers happy.

The Ultimate Guide To Social Media for Banks:

Step 1: Create a Strategy

Before you can start posting, having a strategic plan for how your content will come together is important. Start by establishing who the audience is, flesh out content pillars, and identify some measurable goals (often called KPIs, or “key performance indicators”) to create a strategy that will act as the backbone of what will end up being shared on social media. Ask yourself questions about why you’re using social media (To increase brand awareness? To improve customer service? To educate your followers on financial tips, promotions, and more?) and capture it in a strategy deck. 

Additionally, make sure you understand your audience. Learn about their preferences, wants, and behaviors to tailor your content effectively. You can do this by using tools such as Google Analytics, Facebook IQ’s Audience Insights, sending surveys, and more to gather the demographics and interests of your audience so you can cater your content to the right people.

Step 2: Create Content 

You’re probably thinking, “Obviously…but what kind of content do I make?” This is where the fun starts. You will want to make sure your content adds value to your audience as well as helps you meet not only the goals established in your social strategy, but the bank’s business goals as well. We recommend a good mix of educational content, customer testimonials, success stories, market updates, and promotional content that highlights the people, products, and services that your bank provides.

Using some examples from one of our clients, Comerica Bank, let’s explore some high performing content that will surely offer some inspiration.

Educational Content 

A major area of opportunity for banks is sharing educational content, largely due to the fact that finances can be overwhelming to a portion of your audience. Exert your expertise and share content like articles, personal and business-related finance tips, investing guidance, and budgeting advice, all with the goal of showing your followers that you are a trusted resource when it comes to these topics.

If you’re running a promotion for a specific product, but that product needs some explaining, create a social post breaking down A) what the product is, B) features of the product, and C) how the product can benefit the potential customer. Check out an example below for how Comerica demystifies what a “CD” (or “certificate or deposit”) checking account is, and how it benefits somebody that opens one. 

Customer Testimonials 

You can toot your horn all day long and let your customers know how great you are. OR, you can share authentic proof of your customer’s experience with your bank by creating social posts that feature customer testimonials. Testimonials from your patrons can help build trust with viewers by sharing real experiences with your bank. In other words, testimonials are proof that you are a trustworthy company bank to do business with. 

Check out this great example, showing a testimonial with a business that Comerica helped support during the COVID-19 pandemic. 

Market Updates 

In the financial industry, one thing is for sure: Change is inevitable. Changes and updates in the financial industry are frequent, and often happen week to week, if not day to day. Posting regular financial market updates - featuring trusted individuals from your institution - helps engage followers while positioning the bank as a knowledgeable source of financial information. Market updates keep customers informed and enhance the bank’s reputation as an industry leader.

For instance, Comerica Bank posts an update with Bill Adams, SVP and Chief Economist,  where he discusses the weekly economic report. These are short, concise posts from an industry thought leader that give quick hit updates to an audience that likely does not have all the time in the world to read through long articles. Check it out below.

Promotional Content 

Promotional content plays a huge role in your social media strategy. Telling customers about your products or services helps create awareness of your offerings where you can show off your competitive advantage to other banks. Tell your audience what makes your financial institution so special. For example, Comerica Bank promotes their SizeUp service for small businesses to help them with research and planning tools. 

Step 3: Use Multimedia Content

Now that we’ve discussed some of the topics your bank can post about on social media, let’s dig into how to present your message. Enter: multimedia content.

Images and Infographics 

Using visual content is way more effective and engaging to viewers than text alone. It gives your audience something pretty to look at while learning complex financial concepts easily. For example, using a pie chart to show a breakdown of retirement investment options is a lot more eye-catching than text in a box. There’s a lot of user-friendly options to make these graphs than having to go through Excel. Some of our favorite design software chart makers are through Canva or Creative Cloud Express. 

 Graph Credit: Social Security Administration

Videos 

Creating short, informative videos about your financial offerings, services, and tips that feature employees, influencers, or customers, can catch and keep the attention of viewers longer than graphics alone. Content for your videos can come from stock footage, participation from bank team members, animations, events, and more. The possibilities are endless!

The best part is that editing and producing videos has never been easier. There are lots of video editing programs to choose from, such as Capcut, Canva, and Splice. Even better, you can edit a video directly in TikTok or Instagram and post it right away.

Why are we pushing video so much? These days, Instagram and Facebook Reels are getting top priority on the home feed because they keep users on the platform longer. Couple that with other video-friendly social apps like TikTok and YouTube - two platforms people are essentially using as search engines now - and the need to put video everywhere has never been greater. There are obviously some demographic platform preferences to consider, but if you want to reach, say, a younger audience with financial tips, you really should create that TikTok account.

Check out how Bank of America does it. 

Another way to  add value to your follower’s daily scroll is to start sharing links to blog posts and articles. Regularly share links to your blog posts and articles with useful financial tips and insights. You can even pair these links with eye-catching images to boost click-through rates. Below is an example of Fifth Third Bank posting an article celebrating two of their executives. 

Step 4: Highlight Community Involvement 

Customers want to see what you are doing for their community. It not only shows your initiative to help and give back but also says that your brand cares to make the world a better place.  

Support Local Businesses 

Highlight partnerships with local businesses and how you are helping them grow. This shows your commitment to supporting the community. For example, Comerica Bank partners with many local businesses and organizations to showcase how they are giving back.

Showcase Initiatives

Share posts about your involvement with community projects, charity events, or environmental initiatives. Comerica Bank prides itself on putting customers and the community first. They have numerous examples on their platform, such as when Executive Director, Mike Ritchie, talked with kids from COTS Detroit about finance and banking.  This strengthens their brand image and enhances engagement, check it out below. 

Step 5: Analyze Performance 

It’s all in the numbers. Monitor and analyze your social media performance to help refine your strategy to achieve better results. Track analytics such as: 

There are many tools that you can use to track your performance like Hootsuite, Sprout Social, and Google Analytics.

Photo Credit: Hootsuite

Ready to Turn Likes into Loyalty? 

Banks and financial brands can boost their image through strategic social media use.  Sharing helpful content, engaging with followers, using multimedia content, and highlighting community efforts can help build a strong online presence and earn customer trust. These days, investing in social media isn’t just an option but a necessity for businesses to thrive and connect with their audience. 

Ready to up your social media game? Reach out to our digital marketing experts at Random here.

How "De-Influencing" Might Affect Influencer Marketing

In the ever-evolving world of social media marketing, trends come and go, shaping the way brands and influencers connect with their audiences. One such trend that has recently captured the attention of marketing professionals is the concept of "de-influencing."

What is De-Influencing Anyway?

Influencer marketing is a strategic approach that leverages the influence and reach of individuals with large and engaged social media followings to promote products, services, or brands. It involves collaborating with influencers who have built credibility and trust with their audience, allowing brands to tap into their influence to effectively communicate their message and connect with their target market.

Though it may be slightly lesser known than its big brother, the concept of "de-influencing" is starting to crop up on popular social media accounts across the globe. De-influencing represents a shift in the influencer landscape, as influencers themselves now encourage their followers to question their choices and steer clear of certain products. These 'de-influencers' utilize diverse tactics to discourage their followers from buying specific items. They may employ methods such as posting negative reviews of particular products or offering critical perspectives on the culture of overconsumption and influencer marketing.

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♬ Originalton - Helena | Branding & Marketing
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♬ original sound - katie

What's The Big Deal About De-Influencing?

According to the Influencer Marketing Hub, the overwhelming abundance of sponsored influencer content has raised concerns among marketers about whether influencer marketing has reached its saturation point, despite generating over $16 billion in revenue in 2022.
The trending hashtag #deinfluencing on TikTok has garnered over 76 million views, igniting a wider discourse on excessive consumption. Within these videos, content creators candidly reveal their experiences with being influenced by TikTok, emphasizing the importance of thoughtful consideration to avoid succumbing to the allure of trendy products and ideas.

(some top videos of the #deinfluencing hashtag on tik tok)

In today's digital landscape, influencers are facing a growing need to exercise greater caution when it comes to promoting products. With social media audiences becoming more discerning and conscious about their purchasing decisions, influencers who endorse items that are perceived as harmful or wasteful are at risk of facing significant backlash from their followers. This backlash can result in a loss of credibility and trust, ultimately affecting their influence and brand partnerships. 
To maintain a positive reputation and continue to engage their audience effectively, influencers must approach product endorsements with careful consideration. By thoroughly vetting the products they promote, aligning with their audience's values, and fostering transparency, influencers can navigate the potential pitfalls of endorsement backlash and sustain meaningful connections with their followers.

De-influencing just another form of influencing?

De-influencing can be seen as a paradoxical phenomenon, with some arguing that it is another form of influencing. By countering established influences, de-influencers may inadvertently create new forms of influence and promote alternative ideologies. This complex nature of influence highlights the dynamic interplay between different perspectives, as de-influencing challenges existing power structures while potentially contributing to the formation of new ones.
Some people question whether de-influencers are paid by brands to attack their competitors. This suspicion arises from the belief that de-influencing campaigns could be a deliberate strategy used by companies to undermine rival brands. While there may be cases where de-influencers have hidden affiliations or ulterior motives, it is important to assess each situation individually and examine the evidence presented. It is necessary to approach de-influencing efforts with critical thinking, recognizing that not all de-influencers are driven by financial incentives or influenced by corporate interests.

What's Next For De-Influencing?


While influencer marketing is not becoming obsolete, companies will continue to seek partnerships with influencers who have a genuine connection to specific target audiences, and influencers themselves will continue to pursue lucrative deals. However, there is a growing sentiment among the audiences of these influencers that raises concerns about the concept of PR packages and freebies being given to individuals who do not genuinely require them. Although people may not entirely cease their discretionary spending, there is a developing sense of dissatisfaction among influencers' followers regarding the distribution of unnecessary perks.
Embracing the de-influencing trend presents brands with a valuable opportunity to collaborate more intelligently with influencers and establish stronger connections with their target audiences. To fully harness the potential of influencer marketing, the key has always been to forge enduring and genuine partnerships with authentic voices. The emergence of the de-influencing movement is potentially redirecting influencer marketing towards a path of significant growth. By aligning with this trend, brands can tap into a more effective and fruitful approach, enabling them to maximize the benefits of influencer collaborations and achieve greater gains.

Want to explore how you can make the most out of your influencer marketing strategy and learn about ways that de-influencing could impact your business? 


Our team at Random is here to guide you every step of the way! Send us a message below to get started.

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