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Five tips for brands in Ramadan during COVID-19

As Muslims around the world brace for a very different Ramadan this year, Cheil MEA’s Aakriti Goel offers some tips for brands on how they can still play a meaningful role in these unprecedented times.

With the possible extension of the ongoing physical distancing, normality is not a viable option. Even if the restrictions are lifted before or during, the intrinsic wariness of coming together and mingling would still continue. Countries, such as Egypt have already released a statement banning any gatherings and public iftars (breaking of fast), as well as collective social activities during Ramadan.

For the very first time for many, people will be forced to observe this period differently.

Never has it been more important for a brand to be empathetic and authentic, as it will be this Ramadan. To that end, here are five tips for brands to keep in mind when building Ramadan communications.

1) Reassure

While Ramadan has always been a time of the year that people look forward to, today with all the fear, isolation and uncertainty, a heavy shadow looms over a period of awaited peace and joy.

For many, the communal aspects of Ramadan (going to mosques, praying behind clerks, iftars with family, volunteering time) is what drove the spiritual connectedness with God. And not being able to do this, is bound to create a feeling of disconnect with Ramadan.

Brands can play a role to reassure and remind that although we are in confinement, the core values of the holy month are not lost. In some ways, this period of self-introspection is similar to the kind of spiritual healing people do in the month of Ramadan.

And people can still, from home, fulfill their goals which are all about practicing their religion and strengthening their faith, empathizing with the unfortunate, practicing willpower and strength and giving thanks to the blessings they have.

2) Recreate togetherness

But let’s understand that Ramadan is also a month of joy, festivities, and togetherness. Large families gathering at iftar tables, sharing stories and lessons about Ramadan; decorating patios with dazzling lights; and friends and cousins enjoying a round of football before adhan (call to prayer).

However, with social distancing in mind, it is possible that family and friends aren’t able to celebrate together. Especially the elderly.

Brands need to think on how they can facilitate togetherness, in a time when people will, most likely, be feeling very apart.

From facilitating grandparents recording Ramadan stories to share with grandkids, to games online, to virtual iftar parties. Think about what Netflix has done with Netflix parties.

3) Facilitate giving

One thing that won’t change and will probably increase during Ramadan is the concept of “giving back”. A core principle of Islam is helping others in need; this is heightened during Ramadan as “giving back” lies at the heart of the holy month which goes beyond the annual zakat fitrah, a charity taken for the poor a few days before the end of fasting.

Typically, mass iftars were help for the underprivileged. Ramadan sharing fridges were set up across Dubai to allow easy donation of food.

While brands have always initiated CSR activities during Ramadan, this year it will become important to not just give but facilitate giving remotely in a more meaningful manner.

4) Provide distraction

People spend nearly eight hours a day watching video content during Ramadan, while activity on digital video platforms rises by 122%, according to a report by advertising agency Spark Foundry in Saudi Arabia. Special Ramadan comedy shows, drama series and game shows play a huge role in keeping people entertained during Ramadan.

However, with much-loved TV soaps struggling to keep the cameras rolling, there may not be plenty of soap operas to watch during this Ramadan.

More so, in times of uncertainty like this, when the situation feels overwhelming and stressful – the opportunity of a distraction or light-hearted humour can go a long way. Instead of serious hard-hitting pieces of communication, brands could try to skew their messaging to be (mindfully) humorous and entertaining.

Brands can take cues from Egypt, a market renowned for its boisterous sense of humour, where brands jostle and compete to be the most entertaining.

5) Celebrate comradery

COVID-19 has truly brought out the ingenuity and creativity of people. Despite all the limitations, people in the region have found ways to stay connected, to follow their passions, to spread joy.

From fitness dance parties online, to DJing at home, to jam sessions on the balcony, to pub quizzes through video conferencing. But nothing is going to require more resourcefulness than creating an atmosphere of Ramadan in the backdrop of such tiring times.

Brands can take this opportunity to highlight and celebrate this spirit, and even include people and real stories into their communication. (And being able to produce assets without the need for a filming set, is just an added bonus!)

As we continue to face challenges and unpredictability in the coming weeks, one thing is clear: Ramadan will not be business as usual. This Ramadan will be more so the opportunity to build that connection with consumers, than the high sales volume that the holy month typically presents.

This article originally posted by WARC.


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Why do big enterprises tend to fail on social media?

Lately, big enterprises have been asking these kinds of questions, “We heard a lot of SMEs and individual’s businesses have skyrocketed because of social media. But why doesn’t it happen to us? We have invested: a complete team, better and adequate pieces of equipment and ad boosters. Still, it doesn’t seem enough”.

Managing social media indeed requires investment. However, what kind of investments do we need?

Chief Engagement Officer

Imagine this, someone just started a coffee shop business. But since he could not afford to pay a team to handle marketing and social media, he does everything by himself.

He told everyone that opening the business was an attempt to accommodate his passion for coffee. He shares his journey to find the best beans. He records every process: roasting, serving and then posting it on social media. Every time someone asks a question in the comment’s section, he happily answers. If there was a story involving his social circle, he would tag his friends.

Now, let’s see what big enterprises do for their social media accounts.

They make a team. To save money, they usually hire fresh graduates. The young blood might be able to spot interesting content on social media, but do they know the long story of how the company started? Do they dive into the same cultures and spirit belonging to the founders of those companies?

When people ask about the products, do they have the proper knowledge or do they have to transfer the question to the produce department? Do they have the same faith toward the product as the product-maker?

Unless the CEO is willing to be actively involved with their own social media, one of the investments needed is a team that is well-paid and well-trained to get a comprehensive understanding of the company’s soul. Make each one of them feel and act as the owner of the business.

Story to tell

A small business is usually attached to the founder and appears as a person. Therefore, as a human, he will rarely run out of stories to tell. Isn’t it more emotional to hear stories about a person building a business that he could help his unemployed neighbor get a job? Isn’t it more relevant when the audiences hear a story about the dream of opening their own businesses so they can have more time to spend with their family?

It’s possible for big enterprises to have an emotional and human-friendly story-telling approach only if their concepts and understanding of branding are well-constructed and they take it seriously from the start. What to remember about branding is that it is not just about visual consistency.

Long before social media existed, the demand for a company to present itself as a person, who would be able to build an emotional connection with all its stakeholders, had been present. Branding is an effort to make a company become “human” and be able to communicate with the audience, human beings, at every channel.

David and Goliath

The impact of internet 2.0 – and social media as a product – is the collapse of the vertical communication structure in society. Power is now in the hands of netizens.

If relevancy is the key to establish relationships on social media, then the biggest “weakness” of big enterprises is that they are simply not just the guy next door.

There is a kind of David and Goliath situation on social media. When the two fight each other, the public no longer cares about who is right and wrong. The public tends to defend who is considered weak. And in the world of social media, big enterprises are the Goliath, a less likable giant.

In this flat world, social media must be used as a space for dialogue. It needs to be considered as an advantage for the company. Finally, there is a relevant medium for communicating the relevant message, not as a hassle.

The same way applies when a company treats online communities and influencers. Almost all companies complain about influencers’ behavior, such as having discipline issues and failing to follow agreements. At times, they can also be reluctant to understand the terms of payment in a huge and complex organization.

It might help us to look from the other side. Their unprofessional way of doing business could be a benefit for the company. Treat them as friends. Call them not only for reminding when to post, but we can also ask, “How is your child doing?” Voluntarily, they will become the brand advocates for the company.

The point is every company must be present on social media as a whole human being. Its spirit must represent the core personality of the company: A company-driven human being.

This article is originally posted and written by Arya Gumilar on The Jakpost.

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What are Micro-Influencers and why they’re ‘Big’ in 2019

Influencer marketing on Instagram is now over a billion dollar industry.

The decline of traditional TV and the growth of social media have given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020. Instagram is one of the most quickly developing segments of the growing influencer marketing market.

It’s because it works: influencer marketing campaigns boast some of the highest ROI metrics available to marketers today. But its effectiveness also means the price of entry can be exclusionary for most teams.

Your brand probably doesn’t have $200,000 to throw at a celebrity for an Instagram endorsement, and for most even allocating $1,400 for a single post from an industry influencer can be a hard sell.

But what if there was a way to see explosive ROI with influencer marketing on a scale that wouldn’t eat up half of your monthly marketing budget?

Welcome to the wonderful world of micro-influencers. From fancy seltzer to B2B giants, savvy marketers are seeing serious ROI by exploring this new kind of relationships.

So What Is a Micro-Influencer?

Micro-influencers are brand advocates who have a deeply engaged, niche audience. They generally have between 1,000 and 10,000 followers, and while they don’t boast Kardashian levels of stock-affecting social influence, they do offer opinions that are deeply trusted by their followers, who are generally like-minded folks looking for real talk.

Check out the difference:

FMB Partner Micro InfluencerTraditional Influencer: @yoga_girl

  • Followers: 2.1M
  • Projected Cost Per post: $25,000+
  • Content: broad focus with less engagement per post

Rachel Brathen is one of the most well-known influencers in the yoga community on Instagram, boasting a reach of over 2 million followers. Her content ranges broadly from her family life to her yoga practice.

However, according to Forbes, because of Brathen’s expansive reach and position as a thought leader on the platform, she charges a minimum of $25,000 per sponsored post.

FMB Partner Micro Influencer 1Micro-influencer: @curvyyoga

  • Followers: 8.9K
  • Projected Cost Per post: $130
  • Content: narrow focus with engaged community

curvy-yoga-influencer.png

Anna Guest-Jelly runs the Instagram account @curvyyoga, and while she posts somewhat similar content to Brathen, her content is more narrowly focused. Guest-Jelly’s account also features pictures of her yoga practice and family life, but her content is all laser-focused on accessible, body positive yoga.

Because of this narrowed focus, Guest-Jelly’s account (and others like it) have followers that makeup deeply engaged, niche communities – and Influence & Co. estimates sponsored posts on accounts with similar follower counts to Guest-Jelly’s will only cost you around $130.

Why Do Micro-Influencer Matters?

Though micro-influencers have far fewer subscribers than their million-plus peers, engaging them in the promotion of online stores can be more profitable. It turns out that trust and close relationship with the audience is critical for purchasing decisions. So, what exactly makes e-commerce companies choose micro-influencers?

Three simple statistics:

  • 60% higher engagement
  • Underpriced (6.7X more cost-efficient per engagement)
  • 22.2% more weekly conversations than the average consumer.

60% higher campaign engagement rates are driven by micro-influencers; those campaigns are 6.7 times more efficient per engagement than influencers with larger followings, which makes them more cost-effective; and micro-influencers drive 22.2 times more weekly conversations than the average consumer.

Because they are personally invested in their crafts, micro influencers are trusted sources of recommendations for followers.

Just because an influencer has hundreds of thousands, or millions, of followers doesn’t mean that the specific campaign will be more effective than if a marketer or brand works with an influencer with fewer followers.

Not only do micro-influencers have more conversations, their unique position somewhere between the average joe and thought leader lends itself perfectly to brand endorsements that don’t feel forced. This unique ethos makes them more able to be direct in their recommendations with 74% using a “buy it or try it” call to action in posts.

So, why aren’t you working with influencers?

Now that you know why do micro-influencers matters, get out there and start collaborating with influencers that are a good fit for your brand. If you are a brand hoping to learn how we can help you with your influencer campaign, be sure to drop us your queries and contact us to roy@fmbpartner.com

Source: SnapAppMediakixSWLH on Medium.

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Komunitas FMB Partner: Barberbuzz Senopati Creative Barber Place

Salah satu bisnis di Indonesia yang tumbuh subur di balik populasi besar dan urbanisasi adalah barbershop (salon rambut). Barbershop menjadi salah satu contoh industri kreatif yang sedang booming karena adanya permintaan di mana-mana. Oleh karena itu, barbershop menjamur di kota-kota besar, khususnya di daerah pemukiman. Untuk segmen masyarakat yang lebih kaya, ada salon dan penata rambut mahal di mal mewah, sedangkan untuk orang “biasa” ada banyak tempat cukur yang lebih murah di jalanan Jakarta.

Minggu ini, FMB Partner bertemu dan berbincang dengan Wina, pemilik Barberbuzz Senopati, tempat barber bertema kreatif dengan servis berkualitas di daerah selatan Jakarta. Wina akan bercerita tentang pengalamannya di sektor industri ini dan perkembangan tren gaya rambut pria masa kini. Ingin tahu mengapa semua orang mengikuti tren usaha dengan konsep antik / vintage dan bagaimana kembali populernya janggut/berewok di kalangan pria ibukota? Inilah cerita Barberbuzz Senopati.

Awal bisnis ini dimulai dari Wina dan suami yang sudah ada rencana sebelumnya untuk membangun usaha. Namun mereka masih ragu untuk memilih usaha apa. Seiring dengan berjalannya waktu dan dengan ketersediaan lahan di rumah orang tua, maka bulatlah keyakinan mereka untuk merintis bisnis di industri kreatif-lifestyle.

Industri bisnis gaya hidup berkategori men’s grooming dipilih oleh Wina berdasarkan pengamatannya untuk usaha barber yang saat ini sudah mulai berkembang. Barberbuzz Senopati dibangun karena melihat peluang berkembangnya usaha barber dan belum adanya tempat barber berfasilitas lengkap dan trendi di sekitar lokasi (Senopati).

Usaha Barber juga Wina pilih karena terkadang salon penata rambut unisex / campuran untuk pria dan wanita tidak memiliki kemampuan khusus untuk mencukur rambut, janggut-berewok/facial hair atau tidak mengerti cara men-grooming pria. Barberbuzz Senopati sendiri adalah barber place yang bernuansa urban industrial, yang menyediakan jasa hair styling hingga hair treatment untuk pria semua umur.

Konsep Barberbuzz Senopati adalah Style – Socio – Techno – Creative Barber place. Barberbuzz Senopati mengedepankan konsep barber place daripada sekedar barbershop. Customer (mereka sebut dengan Buzzer) yang datang ke Barberbuzz Senopati juga akan menikmati cozy environment selagi melakukan perawatan. Untuk itu Barberbuzz Senopati diharapkan dapat menjadi ruang ideal bagi para pria untuk rileksasi sekaligus meningkatkan penampilan mereka tanpa merasa canggung.

Tentu dengan peluang usaha barber yang berkembang, Barberbuzz Senopati harus bersaing dengan barber atau salon lainnya. Wina pun menjelaskan kelebihan yang Barberbuzz Senopati miliki yaitu lokasi strategis di daerah Jakarta Selatan, ruangan yang dekoratif—bergaya urban industrial dan dengan tenaga barber yang handal. Adapun jasa Barberbuzz Senopati lengkap bervariasi dengan harga yang lebih terjangkau.

jasonbustam - 4

@jasonbustam

Memasuki topik tren lifestyle, kini begitu banyak barber place hip dan trendi bermunculan seperti Barberbuzz Senopati, Wina pun menjelaskan apa yang membuat hal ini menjadi besar dan tersebar luas. “Barber place saat ini menjadi salah satu usaha yang lagi tren di Jakarta, di mana barber place dapat memenuhi kebutuhan masyarakat khususnya kaum pria atas kebutuhan akan penampilan yang maksimal” ujar Wina.

Saat ini, kebutuhan gaya rambut pria sangatlah berbeda dengan waktu dahulu. Para pria masa kini mulai menyukai pijat kepala, creambath. Mereka juga menumbuhkan janggut, berewok dan kumis, namun mereka kadang tidak tahu atau tidak sempat untuk mencukur dan menata facial hair mereka sesuai apa yang mereka inginkan.

Dimulai dari gaya yang biasa saja, kini, ketika sudah banyak tren untuk gaya rambut, facial hair dan men’s grooming, para pria ini pun mulai mencari suatu tempat yang dapat melakukan itu semua. Barber juga merupakan usaha yang dikenal di bidang jasa potong rambut pria segala usia yang berkualitas, nyaman dan memiliki fasilitas cukur yang lengkap.

tysnasaputra (2)

@tysnasaputra

Menurut Wina rambut tidak hanya merupakan mahkota wanita, melainkan juga throne bagi pria. Rambut menjadi hal yang sangat penting karena dapat mencerminkan kepribadian seseorang. Terutama untuk seseorang yang tinggal dan bekerja di ibukota. Selain penampilan dan gaya rambut, gestur dan senyuman seseorang juga dapat menjelaskan bagaimana sosok orang itu.

Bagi Barberbuzz Senopati, besarnya tren barber place saat ini tidak terlepas dari media sosial yang berperan penting bagi industri kreatif. Karena dengan adanya media sosial, dapat membantu dalam memperkenalkan Barberbuzz Senopati. Media promosi dan pemasaran juga dapat dilakukan dengan media sosial.

Untuk saat ini Barberbuzz Senopati hanya memiliki akun Instagram sebagai media sosial dan marketing untuk Barberbuzz Senopati (@barberbuzzsenopati_id). Instagram dipilih karena dapat menggunakan fitur profil bisnis yang mudah dimengerti dan jasa influencer marketing dari FMB Partner yang lebih cocok dengan jenis usaha Barberbuzz Senopati.

Barberbuzz Senopati telah menggunakan jasa branding yaitu social media management dari FMB Partner sejak Februari 2018. “Dari segi offline, karena jasa ini juga termasuk dengan influencer marketing, tentunya ada peningkatan dari jumlah buzzer (customers) yang datang ke Barberbuzz Senopati. Kalau dari segi online, akun Instagram kami lebih teratur, dikenal dan mendapat engagement sesuai yang diharapkan”, ujar Wina kepada FMB Partner.

“Sebagai perintis UMKM, konsultan dengan multi-dimensi jasa seperti FMB Partner sangat membantu kami. Respons yang cepat, hasil yang memuaskan dan biaya yang ramah di kantong sangat membantu bisnis industri kreatif seperti Barberbuzz Senopati” jelas Wina.

Dengan hadirnya komunitas FMB Partner, kami pun mencoba membantu menjembatani Barberbuzz Senopati agar dapat bekerja sama dengan komunitas FMB Partner lainnya. Adapun yang diharapkan oleh Wina adalah dapat lebih dikenal oleh komunitas dari industri lainnya. Wina juga menyukai apabila adanya informasi tentang bagaimana memasarkan produk lifestyle seperti barber place.

Sebagai penutup, kami bertanya kepada Wina tentang hal yang tidak banyak diketahui oleh orang banyak mengenai Barberbuzz Senopati. Wina menyampaikan, tidak ada satupun di keluarganya yang memiliki latar belakang ataupun dapat mencukur rambut. “Namun kami menyukai rileksasi dan penampilan yang rapi. We also think that a hairdresser can be taught with work, effort and attitude.

Barberbuzz Senopati                                       

Jl. Suryo No.48, RT.4/RW.4,

Senopati, Jakarta Selatan

 

Buka

Setiap hari

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12.00 WIB – 21.00 WIB

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10.00 WIB – 22.00 WIB

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Munculnya Virtual Influencer: Ancaman untuk Influencer Marketing?

Sebagai salah satu saluran marketing (pemasaran) online (daring) yang paling cepat berkembanginfluencer marketing (pemasaran influencer) menjadi sangat popular di 2017 dan tren ini terus berlanjut di 2018. Berdasarkan survei The State of Influencer Marketing 2018 dari Lingia, sebanyak 39% marketers tengah berencana untuk terus menambah angka anggaran influencer marketing mereka di 2018 dan hingga 66% darinya akan dipergunakan untuk merek-merek mewah. Dengan terus berkembangnya ide dan angka anggaran pemasaran, maka terciptalah tipe influencer terbaru yang melebur dan tergabung dalam cakupan influencer sosial yaitu virtual influencerMenuju pertengahan 2018, semakin banyak brand yang menciptakan virtual influencer.

Kita semua tahu, bahwa juru bicara dan endorser tidak dapat ditebak. Persona yang nekat dan membahayakan dapat memberikan public relations (PR) yang negatif dan dapat merusak brand. Namun, bagaimana bila kita bisa mengeliminasi itu semua—ancaman tak terduga dari seorang juru bicara sekaligus tetap menambah jumlah pengikut influencer tersebut? Memang, menukar influencer besar sekelas Keluarga Kardashians dengan virtual influencer terdengar seperti mimpi yang terwujud, karena virtual influencer dapat terhadang dengan masalahnya sendiri.

Fenomena terakhir tentang virtual influencer adalah Shudu Gram dan Miquela Sousa. Shudu dibuat dan diumumkan sebagai supermodel digital pertama di dunia sementara Miquela, atau yang dikenal sebagai Lil Miquela, dikenalkan sebagai virtual influencer. Lil Miquela adalah influencer kategori mega berumur 20 tahun yang kini sudah memiliki pengikut sebanyak 1,2 juta orang di Instagram dan bahkan memiliki satu single di Spotify yang berjudul “Not Mine”.

Shudu Gram (kiri) adalah model kosmetik superstar Rihanna—Fenty Beauty. Miquela Sousa (kanan) adalah computer-generated influencer yang mendukung aksi sosial seperti Black Lives Matter dan juga model iklan untuk Prada.

Pada pandangan pertama, mungkin Anda tidak akan curiga dan melihatnya sama saja seperti influencer lainnya yang juga Anda lihat di platform media sosial yang sama. Lil Miquela memiliki persona yang dapat mempengaruhi opini, tingkah laku dan sikap orang lain atau pengikutnya sama seperti influencer lainnya kecuali dia adalah kepribadian 3D yangdihasilkan-komputer (computer-generated).

lil miquela fmb partner influencer

Lil Miquela di acara wawancara dengan V Magazine.

Betul, Lil Miquela tidak nyata.

Ia adalah influencer yang diciptakan oleh Brud, sebuah perusahaan yang berbasis di Los Angeles yang memiliki tujuan pengembangan robotika dan kecerdasan buatan dalam bisnis media. Namun meski Lil Miquela tidak ada di kehidupan nyata, ia tetap ada di Instagram mengunggah kegiatannya sehari-hari seperti manusia (dan kehidupannya yang diimpikan para generasi muda, tentu saja) pada umumnya. Ia kemudian dikenal sebagai virtual influencer.

Virtual influencer memiliki rutinitas bekerja secara daring sama layaknya dengan apa yang dilakukan influencer manusia. Brand menginginkan kedua tipe influencer ini untuk memiliki cara kerja yang sama agar mereka dapat masuk ke basis penggemar dengan mudah. Meski mereka sebenarnya tidak berperan sebagai brand ambassador, cukup dengan popularitas mereka, tentu dapat menarik perhatian perusahaan besar untuk memberikan endorsement deals. Seperti Shudu yang baru saja menjadi model lini kosmetik superstar Rihanna—Fenty Beauty dan fotonya pun menjadi viral di Instagram brand tersebut. Sedangkan Miquela berhasil mendorong Prada dan Chanel meningkatkan reputasi brand mereka di internet.

Anda mungkin bertanya-tanya: Jika virtual influencer sangat menyerupai manusia, terasa nyata dan akan semakin populer dan viral, apakah saya masih perlu memakai jasa influencer manusia untuk memasarkan produk?

Apakah tren ini akan semakin kuat bertahan atau virtual influencer akan terbukti membosankan di kemudian hari adalah salah satu kekhawatiran. Pada akhirnya, aset tak terjangkau yang bercampur dengan kesalahan fatal pada manusia di kehidupan nyata adalah yang mendukung kepentingan publik. Selebriti memiliki masanya. Konsumen dikenal dengan kemampuan untuk mengangkat tokoh publik, menjatuhkan mereka, pun bersorak untuk comeback mereka. Ketidaksempurnaan inilah yang pada akhirnya menciptakan koneksi dan engagement (keterlibatan)—dua hal yang sangat penting untuk influencer marketing.

Virtual influencer menghasilkan interaksi dan keterlibatan baik bagi brand dan pengikutnya.

Lil Miquela mungkin tidak “nyata” secara fisik namun dia adalah fashion icon dan berkolaborasi dengan fashion brand dan selebriti ternama. Seperti contoh, dia tidak hanya “menghadiri” pagelaran busana Prada F/W 18-19 namun juga berpartisipasi pada kampanye perilisan fitur ekslusif GIF di Instagram.

Dengan bekerja sama untuk mempromosikan kecantikan dan produk, brand memanfaatkan audiens Miquela dan menemukan cara untuk menjangkau millennials dan membangun engagement dengan mereka.

Komunitas besar pengikut Lil Miquela dapat dijelaskan dengan pendekatan pribadi dirinya dan caranya untuk lebih dekat dengan para “Miquelites” (penggemarnya” dan berinterikasi dengan mereka secara langsung dan selalu berusaha membalas banyak pesan yang dikirimkan penggemar secepatnya.

Seperti yang dinyatakan seorang jurnalis di Medium, “Kita sebagai manusia dan konsumen mencari influencer yang memberikan kita autentisitas dan hubungan yang alami; mereka yang merepresentasikan sebuah koleksi dari berbagai ketertarikan… sudah menjadi sifat kita untuk menemukan dan terhubung dengan mereka yang memiliki kepribadian, pemikiran, perasaan, dan aspirasi yang sama dengan kita.”

Pengaruh Lil Miquela atau virtual influencer terletak pada kemampuan mereka untuk menciptakan hubungan one-on-onedengan ratusan ribu pengikut mereka dan dengan demikian menciptakan engagement yang autentik.

Virtual influencer: ancaman untuk autentisitas?

Pertanyaan pertama yang muncul di benak kita adalah: apakah virtual influencer dia asli dan jujur?  Setiap posting Instagram Lil Miquela menunjukkan komentar-komentar yang mirip dan pertanyaan-pertanyaan yang serupa (lihat foto di bawah). Untuk orang-orang yang tidak menganggap virtual influencer sebagai influencer “nyata”, hal ini menimbulkan pertanyaan mengenai autentisitas mereka sebagai seorang influencer.

@lilmiquela di Instagram.

@lilmiquela di Instagram.

“Pentingkah bagi brand dan publikasi jika seorang influencer adalah hasil dari computer yang tergenerasi (computer-generated), jika pada akhirnya mereka tetap memiliki pengaruh yang sama bahkan lebih dari influencer yang “nyata”adalah jawaban Christopher Morency, jurnalis dari publikasi Business of Fashion. Sejatinya, peran seorang influencer yang utama adalah untuk menjadi inspirasional dan terpercaya. Namun, di kehidupan sehari-hari kita, semakin banyak bertambah orang-orang yang menginginkan asisten virtual seperti Siri dan Alexa  untuk membantu pencarian sesuatu dan menjawab pertanyaan-pertanyaan. Lalu, mengapa kita tidak mengikuti juga sebuah avatar CGI seperti Lil Miquela dan mendengarkan saran fashion-nya?

Akhirnya, kita telah melihat virtual influencer mengaburkan garis antara “nyata” dan “virtual”. Kita sudah coba menjawab berbagai pertanyaan yang berbeda: Penting atau tidaknya seorang influencer bila mereka adalah virtual jika mereka tetap dapat berpengaruh? Apakah mereka autentik? Apakah mereka influencer yang “nyata”?

Kami pikir, selama mereka—virtual influencer dapat meraih popularitas dan membangun engagement, kita hanya dapat untuk menerima mereka ke dalam kehidupan sehari-hari kita. Mereka juga merepresentasikan banyak kesempayan baru untuk brand dalam potensi kolaborasi. Hal ini tetap dilihat sebagai peluang yang dapat membawa influencer marketing ke masa depan dan influencer yang “nyata” terutama dengan munculnya kecerdasan buatan (artificial intelligence ‘AI’).

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7 Instant Solutions on How to Cut Down 90% of Time Used for Social Media Management

Small business owners are always hard-pressed for time and resources. They can’t afford to spend hours on social media management each week. They don’t have the budget or time to have quality content created consistently for multiple social media networks.

The good news for such small business owners is the presence of social media management tools that can help automate much of social media management. This post is a straight-up summary of 7 steps to save time on social media management today.

  1. Create a content calendar

When you plan social media posts for a month, you not only save the effort of having to do it every day but also retain more control over quality and consistency.

Create a detailed social media calendar that covers all the activities you plan to execute over the course of a month. Account for important days – festivals, shopping days and other important dates for your business. Hand over the plan to your content creation team, so they can get to work on creating the content.

  1. Create post templates

Most content created by businesses for social media falls into certain patterns. Social media managers can save a ton of time on content creation by creating templates of these patterns. For instance, if you blog regularly and promote your blog posts on social media, you can create blog promotion templates and save them on your social media management tool like DrumUp.

DrumUp is a social media management tool that lets you store posts in-app in content libraries and schedule posts from those libraries easily.

  1. Curate 25% of your content

Not all of your content has to be a 100% original. In fact, there’s a lot of content that is better curated than created. Examples of these posts are news and trends posts. Why rewrite news risking SEO penalties when you can simply curate them for your social media audience. To curate posts easily, you can use a content curator.

Flipboard is a content curator that lets you curate industry-specific news to share easily on social media.

  1. Use visuals instead of text

Visuals are now easier to create than blog posts. Why spend hours creating a blog post when you can put together an infographic in minutes? Infographics are also more successful on social media because they display important information in a concise and attractive form. Infographics are hard to create from scratch but are very easy to create using templates on infographic makers.

  1. Bookmark content on the go

When curating content, why wait until it’s time to post when you can bookmark interesting posts on the go? As a social media manager or small business owner, you probably spend some time catching up on the news each day. When doing this, you can easily bookmark the interesting posts to share with your social media audience at a later point.

Both DrumUp and Flipboard have bookmarking tools that you can use to save posts for publishing at a later point.

  1. Cross-post across social networks

Why restrict the publishing of posts to one social network when you can easily cross-post to others? Many small business owners limit their social media presence to one or two social networks because they don’t have enough time to manage multiple pages at the same time. However, this need not be the case because you can use a cross-promotion tool to share posts published on one social platform to others.

IFTTT is a cross-promotion tool that lets you set up “recipes” that automatically publish posts you schedule on one social platform (say Facebook) to others (LinkedIn, Twitter, etc.)

  1. Leverage UGC

UGC or User Generated Content is a great alternative to creating your own content. Not only does UGC save you time, but it also has more of an impact on your audience. Over the years, your audience’s trust in companies has been declining. The best source of a recommendation is no more a brand’s social media accounts. Today’s audience is likely to trust more in recommendations provided by other social media users.

The simplest way to collect UGC is by running a contest or listening to your fans on social media.

There’s a lot that social media managers can automate to save time on social media management. The seven tips mentioned in this post, along with scheduling posts in advance (the obvious one) can save you a lot of time.
The article is originally published and written by  business2community.com

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Millennials And The ‘Reverse Branding’ Trend

For some reason, popular perception has it that millennials are particularly brand averse. In fact, the opposite is true: Millennials are more likely than any other demographic to be brand loyal. But millennials don’t choose which brands to be loyal to at random; instead, they are highly attuned to the story that a brand tells, as well as the values that the brand exhibits. Generally, millennials choose to vote with their wallets for brands that tell inspiring stories, conduct business ethically or contribute to their personal brands. At the same time, millennials have been gravitating away from established corporate brands and toward newer companies with less name recognition. It’s become less about the logo and more about the product itself.

Instead of a brand’s cachet revolving around the ubiquity and recognizability of its logo, the focus has shifted to the values the brand itself espouses, which in turn translate to a kind of quality assurance. If a brand has shown itself to be upstanding in its business dealings, the theory goes, then its product is higher quality and more worthy of purchase by extension.

A brand can be seen to be ethical in several ways: First, by announcing their commitment to the environment and taking care to remain environmentally friendly; second, by promoting the steps they take to ensure that the workers who make their product are well paid and treated well; and third, by offering their product at a lower price point than their competition, without the upcharge that a familiar brand name would charge. By incorporatmmunications, PR, public affairs & media relations execs some reason, popular perception has it that millennials are particularly brand averse. In fact, the opposite is true: Millennials are more likely than any other demographic to be brand loyal. But millennials don’t choose which brands to be loyal to at random; instead, they are highly attuned to the story that a brand tells, as well as the values that the brand exhibits. Generally, millennials choose to vote with their wallets for brands that tell inspiring stories, conduct business ethically or contribute to their personal brands. At the same time, millennials have been gravitating away from established corporate brands and toward newer companies with less name recognition. It’s become less about the logo and more about the product itself.

Instead of a brand’s cachet revolving around the ubiquity and recognizability of its logo, the focus has shifted to the values the brand itself espouses, which in turn translate to a kind of quality assurance. If a brand has shown itself to be upstanding in its business dealings, the theory goes, then its product is higher quality and more worthy of purchase by extension.

A brand can be seen to be ethical in several ways: First, by announcing their commitment to the environment and taking care to remain environmentally friendly; second, by promoting the steps they take to ensure that the workers who make their product are well paid and treated well; and third, by offering their product at a lower price point than their competition, without the upcharge that a familiar brand name would charge. By incorporating one (or all) of these principles, a brand can present itself as an organization that performs a public service, instead of a company working to make a profit.

An easy way for brands to present themselves as ethical is simply by eschewing the traditional trappings of branding, such as logos, slogans and bright packaging. By distancing themselves from the established practices of large, well-known corporations, these brands can position themselves as being the antithesis of big business, instead focusing on providing a high-quality product for a lower price. It’s not hard to see how this message would be appealing to millennials, given how important social activism and collective action are among the demographic. In fact, one survey conducted in the U.S. found that millennials were more likely to buy items associated with a particular cause.

A recent Kickstarter campaign centered around a company that wanted to make non-branded CPG products (e.g., soap with no brand name on it) that would be sold at a lower price point than typical drugstore products. The campaign ended up raising over $680,000, nearly 34 times their initial target of $20,000. One of the first things you notice about the brand (called Public Goods) is how it packages its products: the bottles are sleek, white and, if you were to discount the plain black text across the front identifying the contents within, virtually indistinguishable from one another.

On its site, Public Goods proclaims that its products are “designed to complement your space,” unlike “the badly designed, bright bottles that most brands use … to stand out at the drugstore.” By rejecting traditional methods of branding and differentiation and associating those methods with the CPG brands that dominate drugstore shelves, Public Goods is positioning itself as the antithesis of those brands — or, in other words, setting itself up as a “non-brand,” a company more concerned with the quality of its products than the methods it uses to sell them.

This type of reverse branding is not new. Companies like Trader Joe’s have relied on tactics like these to sell their products for years now. In fact, it’s probably not a coincidence that Public Goods’ lead product advisor Kim Greenfeld was previously the coordinator of buying for Trader Joe’s. Yet, somewhat paradoxically, even a non-brand is a brand because it is still a way of establishing the core identity of a company and differentiating it from its competitors.

Reverse branding, therefore, has little to do with the recognizability of the logo. Instead, it focuses on the quality of the product and ethos of the brand as a whole. It’s not hard to see why brands that take this tactic can resonate so strongly with millennials, as it incorporates three of the elements that are most important to them: namely quality, social responsibility and value. As this type of branding becomes more popular and millennials become more familiar with these strategies, brands will have to become more authentic and embrace corporate social responsibility as part of their overall narrative. Millennials might be more likely to be brand loyal, but they’re also very sensitive to corporate speak; it’s all about striking the right balance.

This article is originally posted and written by Josh Ong on Forbes.com.

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A Lightweight Branding Exercise for Startups

A bottom-up, alignment-oriented approach.

While a logo might be the most recognizable manifestation of a brand, it’s only one of many. Brands cut across media, and present themselves in colors, shapes, words, sounds, and even smells. That’s because a brand, at it’s core, is immaterial. It’s about abstract attributes and values which present themselves in concrete ways:

  • Virgin America is about quality, fun, innovation, challenging assumptions. You can see it in purple aircraft lighting and quirky safety videos.
  • Honda is about affordable quality and trust. You can see it in reliable, albeit generic-looking vehicles, and simple and approachable visual design.
  • Ikea is about cost-consciousness, simplicity and togetherness. You can see it in incredibly affordable furniture, family-oriented stores, and approachable visual design.

Building a brand is a long-term commitment which results from thousands of interactions between a customer and the brand’s touch points over time.


“When your values are clear to you, making decisions becomes easier.”
– Roy E. Disney


Startups lack the time to develop this relationship: it’s a race against the clock, and every dollar spent needs to bring the company closer to validation and traction. But users impressions — especially first impressions — matter greatly. How can a startup make the most of its branding efforts for the best results?

Here, Bruno Bergher describe a simple branding exercise he had used and evolved with the companies at Expa with success. It can help your team get into alignment and articulate the core attributes of your brand. The output will enable designers to define how it looks, writers to how it speaks, and for any vendor or team member to make coherent decisions by themselves. And it won’t cost you more than two 90-minute sessions and a few dozen sticky-notes.


The Basic Idea

This exercise has four phases:

  1. Brainstorm possible values and attributes for your brand
  2. Separate those into what belongs and doesn’t belong to it
  3. Group the ones which belong into abstracted groups
  4. Distill them into values, key attributes and analogies

Every brand stakeholder in your company should take part, so if your team fits in a room, get them of all in there. If it’s larger, get the people who’d be expressing the brand day-to-day: designers, marketers, executives, salespeople, recruiters. You can also bring whoever demonstrates interest — you want motivated people brainstorming. In any case, just don’t do this by yourself: you’ll end up with a limited perspective.

Once you’ve listed the participants, schedule a 90-minute block for the first session in a room with whiteboards or foam boards. Get plenty of colorful sticky-notes (at least 40 per person) and Sharpies for everyone. Don’t use fine point pens so ideas can later be read from a distance. Snacks could be handy too.

1. Brainstorming Attributes

For starters, keep in mind (and reinforce with the group) the basic rules of brainstorming: there are no bad ideas, and be additive to other’s ideas. Set a timer for 10 minutes to instill some urgency.

Start writing out random adjectives on stickies, words (simpleexclusive) or short expressions (gender neutralon your terms) which could be used to describe your brand. As people write down each idea, they should say it out loud and place the sticky on the table, so others can hear it. This lets participants build on each other’s ideas.

People will be tempted to stick to “good” adjectives — like smart, professional, etc. Those can be acceptable, but also tend to be generic, which isn’t helpful in differentiating a brand. So try to include controversial or even silly ideas, just to get the discussion going. A few of my favorites are complex, hard, expensive, aggressive, powerful, for dummies, rough. They often cause people to write down the opposing notion — or something in between — , which leads to interesting discussions later on.

Throughout this brainstorm, make sure to keep people generative and on topic — no discussion about what works or doesn’t should happen yet.

After about 10 minutes, the popcorn might stop popping — ideas might start slowing down. If not, do another 10-minute round. Avoid stopping until after 2 minutes have gone by with no new ideas (the silence can be helpful sometimes).

2. Yeses and Nos

Next, write on opposite sides of the whiteboard, the words Yes and No. As a group, go take every single sticky note and agree on where it should go. yesmeans “this word could be used to describe our brand”, and no means, uh, no. Since you’re the facilitator, you might want to stand up and do the actual moving of stickies, but everyone’s participation is encouraged.

Yes, no, and a tiny bit of maybe. You might notice how the concentration of magenta stickies on the no side. That was my color, and I deliberately suggested ideas which didn’t fit or where simply controversial, to spur discussion.

The discussions which happen during this step are the most important part of the process. There will be plenty of disagreement, which is healthy, but which needs to be sorted out. Some stickies might actually start on one side and move to the other (that’s why we’re using them!). When you hit a wall, try to deconstruct the meaning of the word in question. A few tactics I use:

  • Try to find a close synonym. Sometimes a specific word carries implicit meaning to some people, and replacing it with an equivalent can filter it out.
  • Use an antonym. If it’s clear the opposite of the original word belongs under yes or no, then it’s easier to place the original.
  • Separate the brand from the product. A product might be easy to use, but it doesn’t mean the brand make ease one of its core values.
  • Separate the brand from the customer. Your product might cost $5,000/seat, but it doesn’t mean the company should be perceived as exclusive.
  • Skip it and come back to it later. A word you discuss later might clarify the disagreement about the current one.

This process will take quite some time, and you should use all the remaining time in this session to finish this sorting. A few disagreements might remain unresolved, and that’s OK (up to about 5 or 6 adjectives — if you have a large “maybe” group, you probably haven’t gotten to the bottom of it).

You should be exhausted at this point, so call it a day. Document your board (photos are great, transcribing each word is ideal) and feel free take down all the stickies, but keep yes and no separate!

3. Surfacing Patterns

For the second session, get back to that same room and bring the yes stickies from before. This should also take 90 minutes, but it’s often done in less time.

This step is about organizing ideas in groups of emerging patterns, a process also known as clustering or affinity mapping. To get started, spread out all the yes stickies on a table.

Start picking stickies at random, and placing them on the board, grouping related adjectives close to each other. This might feel awkward in the beginning, but after 3 to 5 minutes the team will start to spot similarities, and tight groupings will emerge. You will probably see groups like these three:

  • Presentation. Visual ideas about style, color, light, polish, etc.
  • Tone. Communication-related adjectives such as voice, authoritativeness, friendliness, etc.
  • Personality. Human-like attributes, such as being expert-like, teacher-like, childlike, etc.

As well as other groups, mainly about values: abstract, almost philosophical notions — transparent, affordable, innovative, etc. These will probably be unique to your company’s mission or offering.

Try to organize all stickies on the board in up to 60 minutes. As groups become clear, write a descriptive name for it on the board (or on a different color sticky), above the adjectives. Once you’re done, your board should look somewhat like this, and you’ll be ready for the last step.

What your affinity map board might end up looking like. Note the different handwriting above each group: everyone is participating.

4. Distilling into Values

This is the last step, and the most analytical. Going through each of the groupings, transpose them to a hierarchical list in a text document, including titles and content. You can work off this template if you want. Example:

Visual

  • Clean
  • Bright
  • Colorful
  • Handmade
  • etc

Tone

  • Funny
  • Colloquial
  • Deferent
  • etc

If any of the groups doesn’t feel unique to your brand, ignore it. If it seems to be about abstract values, put it under a Values header, with all adjectives in a single line. Then, with the team, try to sum up what that group of values encompasses. Example:

Values

  • Safe, Secure, Trustworthy → Secure
  • Easy, Empowering, Low Barrier To Entry → Easy
  • etc

Then take another pass at the resulting list and, try to coalesce each group further. Aim to limit each header to 4 items, to ensure the result is actionable.

These attributes by themselves can still be a bit ambiguous. That’s when brand comparisons can be helpful.

Use the remaining 10 minutes of your session to add to the document a “Brand Comparisons” header. Under it, list at least 10 sentences using the format “More like ___ than ___”. You should fill in the blanks with other brands. But brands in the broadest sense possible: well known public entities about which there’s consistent perception between people. They should ideally not be in your industry, and can include celebrities, cities, typical dishes, etc. This part usually leads to fun discussions. Examples:

  • More like Google than Apple
  • More like Toyota than BMW
  • More like Tag Heuer than Swatch
  • More like Sketch than Photoshop
  • More like George Clooney than Ryan Gosling
  • More like burgers than sushi
  • etc

Try to get at least 15 of these; 30 if possible.

And that’s the end of the exercise, you should have now a document which looks roughly like this. It outlines your brand values, shows concrete ways those values present themselves, and anchors your brand relative to others in different spaces.

Conclusion

You could work with a branding agency for a richer — and more expensive — process, which could achieve more granular results. But you have little time and money to spend, and this will get you what you need to start establishing a brand.

Share that document with a graphic designer, and you can expect logo designs which fit your brand. Work from it with your marketing team, and it will be easy to define what language and tone to use.

This article is originally published and written by Bruno Bergher.

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4 Kesalahan Fatal dalam Branding dan Cara Menghindarinya

Perusahaan seringkali banyak menghabiskan waktu dan uang untuk mendirikan brand mereka. Kenyataan pahitnya ialah kesalahan sederhana dalam branding dapat menyabotase bahkan brand terkenal sekalipun.

Semua kesalahan branding tidak terjadi karena hal yang sama. Kesalahan dapat terjadi secara sengaja dan tidak sengaja. Bagaimanapun, jika Anda baru saja memulai, akibat yang ada dapat terjadi lebih serius daripada bisnis yang sudah berkembang, karena peluang yang ada adalah, Anda tidak memiliki apapun saat bisnis jatuh.

Bagi konsumen potensial Anda, kesahalan yang ada seringkali menjadi satu-satunya hal yang mereka tahu tentang bisnis Anda, yang mana dapat menghalangi perkembangan bisnis bahkan sebelum Anda memulainya.

Berikut ini adalah kesalahan-kesalahan umum dalam branding yang dapat membunuh brand Anda.

1. Branding tanpa fokus pada pengalaman

Tanpa keraguan, memiliki brand yang kuat selalu menjadi keuntungan. Hal ini dapat menciptakan persepsi positif di kalangan konsumen Anda dan sangat mudah untuk dijual.

Bagaimanapun, banyak yang menyimpulkan brand hanya berperan sebagai logo, kampanye iklan atau estetika pada kemasan produk. Pada akhirnya, brand Anda adalah emosi atau perasaan yang dirasakan konsumen saat memikirkan produk Anda.

Sementara branding dapat menciptakan persepsi positif  mengenai produk Anda, pengalaman konsumen Anda dengan produk akan menjadi lebih penting. Untuk meningkatkan fokus pengalaman konsumen, jadilah tepat waktu dalam menyelesaikan masalah pelayanan konsumen. Baik itu menerapkan live chat pada situs laman Anda atau menjawab posel (e-mail) dalam waktu 24 jam, tetapkan sistem yang menempatkan konsumen sebagai nomor satu.

2. Tidak menggunakan disainer profesional.

Tidak ada yang dapat mencelakai brand lebih dari logo amatiran. Tidak peduli seberapa SETUJU Anda untuk disain grafis logo standar yang digunakan brand Anda, alangkah baiknya untuk selalu menyiapkan waktu dan uang untuk menggunakan jasa profesional disainer grafis yang khusus menangani branding dan pengembangan logo.

Tanya disainer Anda untuk menciptakan panduan gaya brand yang menjelaskan palet warna, tipografi, gaya tampilan, perumpamaan, dll., sehingga Anda dapat menerapkannya secara konsisten pada semua kanal marketing Anda.

Selalu ingat bahwa untuk menciptakan panduan gaya (style guide), Anda baru separuh jalan. Anda perlu proaktif mengawasi panduan tersebut digunakan hanya atas nama / persetujuan Anda.

3. Inkonsisten pada setiap platform yang berbeda.

Saat disainer Anda membuat panduan brand style, hal berikutnya yang perlu Anda lakukan adalah mengikutinya secara konsisten pada semua kampanye pemasaran Anda di semua kanal yang dimiliki, termasuk situs web, situs jejaring sosial dan bahan-bahan yang dicetak.

Jika Anda tidak konsisten, brand Anda akan berakhir dengan terlihat tidak profesionak dan kehilangan identitas, membuat brand Anda kehilangan kepercayaan. Mengatur konsistensi brand pada semua kanal pemasaran akan membedakan Anda dari pesaing dan membantu Anda untuk mempercepat perkembangan brand. Identitas yang konsisten pada brand Anda tidak hanya membentuk rasa kepercayaan dan kenyamanan untuk konsumen yang berpotensi, melainkan juga berperan vital dalam memengaruhi konsumen Anda untuk membuat keputusan pembelian.

4. Menggunakan saduran samar untuk menjelaskan brand Anda.

Terlalu banyak brand menjadi korban dari copywriting yang dikerjakan asal dan tidak cocok untuk menjelaskan bisnis yang ada. Menggunakan saduran samar untuk menjelaskan brand Anda dapat menjadi kemunduran besar saat memposisikan brand Anda di pasar dan saat membedakan Anda dari para pesaing. Untuk membuat brand Anda menonjol, pahami satu hal yang dapat membuat brand Anda unik dan jelaskan keunikan itu dengan jelas dan tepat.

Meringkas memang pekerjaan yang sulit, namun Anda selalu dapat mengikuti nasihat pemasaran lama untuk melakukan copywriting–fokus pada keuntungan, bukan fitur / layanan.

Berikut adalah beberapa informasi tambahan yang dapat membantu Anda saat menjelaskan brand Anda:

  • Untuk membuat persepsi positif, cari tahu apa yang membuat konsumen Anda tersentuh, dan cobalah untuk menggerakkan hati mereka.
  • Hindari penggunaan pengulangan bahasa.
  • Gunakan nada bicara seperti dalam percakapan untuk mencerminkan bagaimana konsumen Anda sesungguhnya berbicara.

Satu kesalahan dapat mencelakai usaha branding Anda. Jika tidak diselesaikan secepatnya, maka akan semakin sulit untuk membalikkan keadaan atau usaha branding Anda. Jika Anda mendapati diri sedang melakukan kesalahan-kesalahan di atas, maka Anda harus segera memperbaikinya sebelum hal tersebut menggerogoti brand bisnis Anda.

Bila Anda memerlukan jasa layanan branding; logo development, social media activity, website development, dll., FMB Consultant memiliki konsultan branding yang berpengalaman dan telah menangani branding baik untuk individual profesional dan perusahaan lintas industri di Indonesia.

Untuk diskusi dan konsultasi lebih lanjut, Anda dapat hubungi:

Managing Partner,

Ivan Liyanto
ily@fmbpartner.com
+62 899 6777 879

Client Management,
admin@fmbpartner.com

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Artikel ini diterjemahkan dan disunting oleh penulis dari The Entrepreneur.

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Hal yang Boleh dan Jangan dilakukan dalam Content Marketing untuk UMKM

Jika Anda sering memperhatikan strategi digital marketing sejak memulai bisnis Anda, tentu Anda tahu jika content marketing adalah kunci untuk meningkatkan traffic pada situs web Anda. Jika Anda telah mengembangkan produk-produk baru dan ingin menyuarakan rencana bisnis Anda, yang perlu dilakukan hanyalah membuat bisnis Anda dikenal melalui konten yang menarik. Konsep konten yang menciptakan dan berbagi sesuatu bernilai, relevan dan konsisten untuk target khalayak Anda sangatlah penting untuk meningkatkan penjualan baik dalam waktu cepat atau jangka panjang.

Bagaimanapun, sebagai bisnis UMKM ataupun startup, kemungkinan yang ada adalah belum terkumpulnya banyak prestasi dan cenderung membuat kesalahan yang sama seperti bisnis-bisnis lainnya yang serupa. Untuk alasan itu, penting untuk Anda memperhatikan apa yang ditemukan oleh industri bisnis Anda sebelum Anda terjun ke dalam pasar bisnis yang ada.

Content Marketing

Temukan target khalayak Anda

Setiap konten tidak selalu memiliki kekuatan untuk melibatkan semua konsumen. Sama halnya dengan kebanyakan produk tidak didesain untuk selalu cocok dengan semua orang. Sebagai contoh, Anda tidak mungkin mencoba menjual lemari es kepada remaja berusia 15 tahun. Karenanya, Anda perlu mencari dan mendefinisikan target khalayak bisnis Anda dan membuat konten yang relevan terhadapnya.

Jangan Terlalu Agresif

Sebuah blog perusahaan yang bagus akan mengajak khalayak untuk membuat keputusan pembelian, sementara mereka mengingat bahwa tidak ada seorangpun yang suka untuk dipaksa melakukan sesuatu. Sebuah blog yang asertif (tegas, mengontrol) dan terlalu promosional hanya akan membuat konsumen Anda lari. Konten promosi yang multifungsi memang dianjurkan untuk dibuat, namun cobalah untuk lebih mengarahkan konten pada sisi mengedukasi dan menghibur konsumen daripada hanya promosi.

Bertemanlah dengan Konsumen

Anda tidak akan pernah tahu sebaik dan sejauh apa strategi konten Anda sukses hingga Anda menerima ulasan dari para konsumen. Jangan beranggapan ulasan tersebut akan datang dengan sendirinya; Anda perlu cari tahu. Buatlah survei, tanyakan keterlibatan media sosial, dan mulailah percakapan untuk menentukan arah diskusi para konsumen yang dapat membantu konten Anda ke depannya.

Anda mungkin sudah pernah diberitahu bahwa kunci agar tidak tertinggal oleh saingan adalah untuk mengikuti media sosial mereka dan rajin memperhatikan kampanye marketing yang dilakukan. Hal ini sangat membantu untuk mengumpulkan informasi, namun juga dapat mencekik Anda. Mengalahkan saingan Anda memerlukan kemunculan ide-ide baru dan taktik yang dapat menarik khalayak kepada bisnis Anda. Mengikuti dan meniru strategi bisnis lain terlalu dekat akan membuat bisnis Anda tidak otentik dan sulit dikenal.

Gunakan Desain yang Profesional

Blog dan situs web Anda tentu harus didesain dengan profesional, baik untuk tampilan layar komputer maupun ponsel. Tujuan utama dari strategi content marketing adalah untuk membuat khalayak mengunjungi situs web Anda, melakukan pembelian atau sering membaca konten. Jika tampilannya tidak terlihat baik dan profesional, akan sulit untuk Anda membuat khalayak berlama-lama di situs web Anda.

Jangan Mencuri atau Menduplikasi Konten

Plagiarisme adalah pelanggaran yang serius dalam dunia content marketing, suatu pelanggaran yang akan menodai brand bisnis Anda. Terlebih lagi, jauhi duplikasi konten, hal ini terjadi bila Anda memperkerjakan penulis dari pabrik konten. Duplikasi/mensontek konten tidak hanya membuat brand Anda terlihat buruk, namun juga berpengaruh buruk pada urutan Anda pada algoritma Google SEO.

Fokuslah pada Branding

Jika seseorang membaca konten Anda dan cukup menyukainya untuk terus membagikannya berkali-kali, maka Anda dapat berharap bahwa brand Anda adalah unik dan menonjol untuk mereka mengasosiasikan nama merek Anda dengan betapa baiknya konten yang ada. Penyebaran luas sebuah konten yang efektif adalah salah satu metode untuk membangun brand awareness. 

Jangan Terlalu Fokus pada Diri Sendiri

Meskipun Anda ingin membangun nama brand Anda, jangan terlalu fokus kepada diri sendiri. Pembaca menyukai media tempat mereka terlibat untuk lebih fokus pada edukasi dan menghibur, dan konten yang selalu bercerita tentang brand Anda hanya akan membuat mereka menjauh. Terlepas dari hal tersebut, banyak jenis media sosial yang mulai mempinalti postingan promosi.

Pada akhirnya, trik untuk menguasai content marketing adalah seputar mencari keseimbangan. Content marketing memang bukanlah medium yang mudah, namun tidak akan menjadi sulit bila sudah melalui riset dan trial and error. Ini adalah jalan yang semua perusahaan besar telah lalui, dan lebih cepat Anda memulai, lebih cepat pula bisnis Anda mencapai urutan teratas.

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