Generational Marketing: Baby Boomers, Gen X, Millennial’s & Gen Z

In order to effectively communicate your messages, you need to know who you’re talking to.

A lot of marketers like to create a persona who embodies the ideal audience member for their brand.

For example, Old Navy’s target buyer persona is named Jenny. According to Old Navy’s former president Tom Wyatt, Jenny is:

  • Aged 25-34
  • College educated
  • Married with kid(s)
  • Earns between $40,000 and $70,000 annually
  • Interested in: apparel, fashion and beauty – on a budget

 

By creating a persona that aligned with their brand and tailoring ads to speak to “Jenny,” Old Navy exceeded both of its upscale sister brands, Gap and Banana Republic, in profits.

So, after you’ve established who you’re talking to, along with their likes and dislikes, it’s time to figure out the best way to reach them. For example, if your target buyer persona is a sixty-some year old man, you’re going to use different strategies and platforms to share your messaging than you would if your persona was a twenty-something female.

Below we’ll walk you through what each living generation looks like, where they’re consuming media and how to target them with your marketing messages.

Baby Boomers

The first generation we’re visiting is the Baby Boomer. This generation spends the most money, yet they only make up 5-10% of digital marketing efforts.

  • Aged 54 – 72
  • Spend time reading blogs and online articles
  • Spend 27 hours per week online
  • 19% more likely to share content than any other generation
  • Facebook is their most-used social platform
  • Watch an average of three hours per day of traditional TV, most likely to consume traditional media
  • Interested in products and services for themselves, their children and their grandchildren
  • Famous Baby Boomers: Fabio, Madonna, Phil Robertson

The Takeaway: Traditional media, for Baby Boomers, is still alive and well and a great way to reach members of this generation. A carefully crafted and targeted Facebook Advertising campaign is also an opportunity to reach members of this generation, especially with Baby Boomers being more likely to share content than any other generation. If you do decide to create Facebook Video Ads targeting Baby Boomers, remember that they shouldn’t be as fast-paced as a Facebook Ad targeting Millennials or members of Gen Z.

Source: Smart Insights

Generation X

Members of Gen X make up 31% of the total U.S. income, yet they only comprise 25% of the population.

  • Aged 38 – 53
  • Make a middle class income
  • Outspend all other generations in: housing, clothing, eating out, and entertainment
  • 81% have a Facebook profile and use it to keep up with their children and to consume news
  • Spend seven hours per week on social media
  • 85% watch traditional TV, 62% read a newspaper and 48% listen to the radio regularly
  • Famous Gen X’ers: Brad Pitt, Cameron Diaz, Reese Witherspoon

The Takeaway: Traditional media continues to work with marketing efforts targeted to members of Gen X, with high consumption rates in traditional TV, radio and even newspaper. This generation is more likely to spend money on nights out and entertainment than other generations because of their middle-class income, so try a campaign geared towards selling them an “experience” rather than focusing on a specific product or service.

Source: Vision Critical

Millennials

The largest group out of the living generations with over 92 million members in the U.S., and they make up a quarter of the nation’s population.

  • Aged 23 – 38
  • Least likely to shop for goods in-store
  • 95% believe their friends are the most credible source of product information
  • Spend a total of $600 billion in the United States annually
  • 41% use Facebook daily
  • Spend 25 or more hours per week online
  • 65% start interactions with a brand online
  • Consume more digital video and media than the average person
  • Most used social platforms: Facebook (83%), Instagram (53%), Twitter (37%), and Pinterest (34%)
  • Famous Millennials: Beyonce, Justin Timberlake, Selena Gomez

The Takeaway: Millennials are learning about new products and purchasing them online so digital advertising is key. With this generation putting so much emphasis on peer recommendations as the most credible source of product information, encourage your social media followers to write a review of your business on Google or on Facebook. While not every review written will be positive, be sure you respond to everyone who takes the time to share their experience with your brand online. Doing so will build up your brand transparency - something that’s important to Millennials.

Sources: MediaKix, WordStream, Forbes, Entrepreneur, Ascend

 

 Gen Z

Makes up a quarter of the U.S. population and will account for 40% of all consumers by 2020.

  • Aged 6 – 22
  • Digital natives (they don’t know a world without the internet, smartphones)
  • Multi-task across five different screens
  • Have an attention span of 8 seconds – less than a goldfish
  • 85% learn about new products on social media
  • 50% of Gen Z’ers don’t think they could live without YouTube
  • 24% think Facebook is for “old people,” but use the platform to stay in touch with family and relatives
  • Most used social platforms: YouTube (95%), Instagram (69%), Facebook & Snapchat (67%), and Twitter (52%)
  • Famous Gen Z’ers: Shawn Mendes, Kylie Jenner and Yara Shahidi

The Takeaway: With an attention span that’s less than a goldfish, it’s important to peak Gen Z’s attention in three seconds or less, otherwise they’re already scrolling onto the next piece of content. Then, once you do capture their attention it’s important to get right to the point – what do you want them to do? You’ll find success in reaching and engaging members of Gen Z with YouTube bumper and/or TrueView ads, as they’re most likely to be on YouTube than any other social platform.

 

Sources: Vend, AdWeek

 

Want more? TAG’s team of professionals does this for a living. Let’s talk about your target buyer persona and build a killer campaign!

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Marketing to Generation Z


Knowing your target audience is important to effectively market your business. For example, audience members for an interior design business are typically going to look, and act, a lot differently than audience members for a company selling beef jerky. Defining your audience is key in getting your business’ message in front of people who are ready to engage and convert.

Just when you think you’ve mastered marketing to Millennials, a new generation comes running through the doors full speed ahead. Allow us to introduce you to Gen Z.

Who is Gen Z?

Gen Z is the generation born between 1996 and 2012. There are over 23 million people in the U.S. alone who identify as members of Gen Z and it is considered America’s most diverse, multicultural generation to date.

Unlike Millennials, Gen Z is characterized by their initiative and entrepreneurial skills. They grew up during tough times (post 9/11, the recession) and over half of the generation is already actively saving for retirement, in fear that they will never have social security to claim.

Celebrity endorsements really resonated with a Millennial audience and this remains true when talking to members of Gen Z as well. But, Gen Z puts importance on transparency so if celebrities are in the ads they’re seeing, they prefer the endorser discloses that they’re getting paid to talk about a brand or product. Authenticity is (major) key! 

What social platforms do they prefer?

While Gen Z spends most of their time on YouTube, they do still utilize other social platforms – but for different reasons.

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Source: Defy Media Acumen Survey (March 2017)

They’re most likely to keep in touch with friends on Snapchat, while Facebook is where they keep tabs on Grandma. YouTube comes out on top for where Gen Z is interested in getting shopping recommendations (product reviews) and how-to videos (tutorials).

Gen Z loves technology – and as they should. They grew up with accessibility to technology and don’t know a world without the internet, cell phones or Mark Zuckerberg. Gen Z’s dependency on tech has already impacted the way businesses are marketing their products and services. They consume information online – with YouTube leading the charge. YouTube is how members of Gen Z learn how to change a tire, bake a cake, learn an instrument, and more! In fact, 95% of Gen Z uses YouTube regularly and 50% believe they can’t live without it.

With so much focus on digital, traditional media (TV) has taken a back seat. But don’t get it confused, video consumption continues to grow – it’s just on more non-traditional platforms like YouTube, Facebook, Instagram, Snapchat and ConnectedTV. In fact, these platforms are instrumental in getting video messages across to members of Gen Z.

How do I reach Gen Z?

Gen Z is really in-tune with brands that are being genuine and authentic in their marketing, more so than any other generation. They identify and focus on meaningful brand interactions and are most likely to dismiss marketing efforts that come across as insincere. Because Gen Z prioritizes transparency, social channels, like Instagram, give consumers the opportunity to

learn and interact with businesses more organically. Gen Z prefers unobtrusive brand messaging, which is evident in the rise, and success, of influencer marketing.

Your business can also reach members of Gen Z by creating a YouTube channel and uploading engaging and informative content. Or, if you’re looking for paid advertising opportunities, YouTube TrueView and/or Bumper Ads will deliver your messages on platforms Gen Z is already using in a cost-effective manner.

To put together a comprehensive marketing approach for Gen Z, talk with the TAG Team. We build brands that matter.

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Digital Tactics


Often, the biggest hurdle for advertisers is making sure that the right message is seen by the right people at the right time. And over the years, advertisers and marketers have developed and implemented creepy, but cool, ways to make that happen through the use of different digital tactics.

Digital targeting takes on many different forms and can be executed multiple ways – it really just depends on what’s best for your message and your target audience. Below are five digital tactics that the TAG team has found extremely effective.

1. Mobile Targeting

Advertisers have the ability to target their intended audience through their mobile devices. Targeting ads on a mobile device are cool because you can capture, or target, people who have visited your competitors – online or in-store – with your messaging. Mobile targeting also allows you to vary your messages by time of day, what they’ve searched for online, or what’s happening with the weather!

2. YouTube

Bumper ads are the 6-second, non-skippable ads that play before a user’s video on YouTube. Because of their length, bumper ads are great for building brand awareness and they act as a nice reinforcement for other digital strategies. Another digital tactic we love is YouTube TrueView which are longer in length and more educational than a bumper ad. TrueView ads are connected to Google, meaning you can get extremely granular with your targeting because it knows your audience’s search history and patterns. Just be careful your messages don’t become too targeted because you may miss someone in the upper funnel.

3. Native Advertising

Native ads are great because they take on the form of whatever website a user is visiting, making your advertisement come across as less intrusive and more conversational. Click-through-rates for native ads can perform up to 10x higher than other display ads, just make sure that your ad doesn’t come off as click-bait.

4. ConnectedTV

Connected TV is defined as a television set that is connected to the internet via built-in capabilities, a media streaming device, gaming console, or Blu-ray player, and facilitates the delivery of streaming video content. As of right now, there are three different ways to advertise on ConnectedTV: in-stream video, interactive pre-roll and home screen placements.

Creepy but cool, right?! What’s even crazier is that’s only the tip of the iceberg when it comes to digital advertising tactics! If you’re wanting to take your digital strategy to the next level, drop the TAG team a line and let’s talk.

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Croken Joins TAG as Senior Vice President of Business Development

Ken Croken_v2Effective February 5, 2018, Ken Croken is the Senior Vice President of Business Development at TAG. He joins the agency after serving as the Chief Marketing Officer at Genesis Health System for 15 years.

“I’m incredibly excited to begin working with TAG,” Croken said. “This agency is growing its capabilities and innovative strategies every day and I am looking forward to creating new business opportunities for such a talented team.”

Croken will be responsible for business development in the region and beyond, bringing more than 25 years of strategic communication and marketing experience in the consumer technology, entertainment, legal, professional services, and political arenas to the TAG team.

“Ken’s addition to TAG will prove invaluable in our efforts to better serve current and new clients,” said Mike Vondran, TAG CEO.

During his time at Genesis, Croken was instrumental in the health system’s branding efforts including its logo signage. He is also credited for implementing new employee engagement programs.

Get To Know Latricia Jones

The face behind accounting at TAG.

 

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We sat down with our very own, Latricia Jones to get know what makes Latricia…well, Latricia.

 

We’re so glad you’re here, Latricia! Rumor has it you’re a Davenport native?

I am! I’ve lived in Davenport since ‘91, but moved away for a few years. Now I’m back!

We’re sure happy you decided to return. What’s one thing you missed while you were gone?

The farmer’s market and being able to go down by the riverfront anytime I want! I also love that there’s always something going on. From fairs to festivals, you can always find something to do.

We agree! What is the best thing to happen to you in the past month?

I found out I got this job! I was so excited to return to Davenport. I had a matter of days to pack and move here, but was so thrilled!

We may be a little biased, but we think TAG is a pretty great place to work. Why do you like working right in the heart of Davenport?

I like to walk down to the River Center and sit and eat lunch. Because TAG is located right downtown you always get the scoop on what’s going on.

 And your favorite part about working at TAG so far?

TAG gave me the opportunity to come back home!

…and what are you most excited for?

I am looking forward to seeing how TAG will help me grow professionally. I would love to see different aspects of the company and become well-rounded.

When the clock strikes 5 o’clock, where can we find you?

Half-way down the street. I always have a million things to do and a life that needs me. I might have to run to the store, clean, mow, cook dinner for my daughter…

 You’re making me hungry! What’s on the menu for tonight?

Italian parmesan crusted pork chops, some green beans, potatoes and rice…

And for dessert?

Peach cobbler!

Have room for one more? If you could cook a meal for anyone in the world who would it be?

I’d cook for my grandmother, to say thank you. I would make her a beef wellington, because it requires a lot of love and detail – it’s not cheap either! It’s not a meal you can just throw into the oven, you really have to take your time and put effort into it. I’d throw in her favorite sides, too!

Best piece of advice you’ve ever been given?

It’s not really advice, but the best thing I’ve been told is “I knew you could do it, I never doubted you.” To me that was very encouraging because it reaffirmed the fact that I have cheerleaders right behind me cheering me on.

That’s such great advice. What’s one thing you’re most proud of accomplishing?

Going back to college. At the time I had to balance caring for a young daughter as a single parent and working three jobs to pay for school all while taking full-time classes. I don’t think anyone ever has an excuse not to go back to school, you can, it’s just not going to be easy.

Did you always know you wanted to get into accounting?

I have been good at math ever since I could count. My mom always told me I would do something with numbers. I’m pretty good with words too! My mom used to call me her “little dictionary.”

It sounds like you’re pretty close with your family. What’s your favorite family tradition?

Vacationing! We love to take big family vacations every couple of years.

Where’s next on the list of destinations?

We don’t have any plans right now, but I’ll go wherever they want to go. I’d really like to go to Fiji, but I’m saving for a house, so that comes first!

You’ve probably caught on by now, but here at TAG we love a good donut. So, we’re dying to know, are you a donut person?

I do like donuts! My favorite are glazed and cake!

 

We are so thrilled to welcome Latricia to the TAG family and know she will be such a great addition to our accounting team. Keep your eye peeled for more TAG employee highlights to come and while you’re waiting, check out our website to learn more about the talented individuals that make up TAG!

4 Basic Things Your Brand Needs to Excel at Digital

The fall season is the perfect time to embrace your inner basic. “Do you want whip cream with that pumpkin spice latte?” You bet your sweet Aunt Sally I do! Even when it comes to your digital strategy, think basic.

At TAG, when we talk about a digital strategy, we’re not simply talking about your website. It’s all of your digital components and how those components work together to deliver results.

Those components include social media, websites, analytics, digital ads, AdWords, etc. -  you get the picture. It’s a lot to think about and monitor, so start slow. Below is what the TAG team believes are the four basic elements your brand needs to master.

1 | Mobile Responsive Website

A mobile responsive website means that your website will be just as clear and easy to navigate on a computer, as it is on a smart phone or tablet. Mobile responsive sites aim to minimize resizing, panning and scrolling so that your consumer can have a seamless interaction with your site and its content.

According to Adobe, nearly 8 out of 10 consumers would stop engaging with a piece of content if it’s not displaying well on their device. And, with roughly 60% of all internet access attributed to mobile traffic (which will continue to grow), can your brand afford to not be mobile responsive?

Think of your own habits. We’re all busy and when you’re looking for information fast, you don’t want to find yourself accessing a website on your phone and constantly having to zoom in to look at the text. It’s a hassle, and consumers and clients alike will find themselves seeking a mobile experience elsewhere.

2 | Social Media

Curious as to another digital tactic where most traffic comes from mobile? Ding, ding, ding! Social media. If you’re a brand, it’s imperative for you to have a focused social strategy. This doesn’t just mean throwing up pictures to celebrate National Cheeseburger Day (although, we do have a tactic for using National Days…), it means being in touch with your audience and knowing what kind of content they’re  looking for on your social media accounts.

Advertising on social media platforms has blown up over the past couple of years, and it will only continue to grow. Create a goal and then create a social media ad campaign that will deliver those results. For example: If you want people to visit your website, create a Facebook Ad campaign that will send traffic to your site. Or, if you’re wanting some exposure for your brand and your audience is relatively young, consider creating a Snapchat filter for a local event you’re sponsoring or that aligns with your brand.

3 | SEO (Search Engine Optimization)

When a potential customer is searching for your product or services online, what would they type into the search bar? Write them down, and then incorporate those words throughout your website because that’s how search engines pull results.

For example, when I type in “home improvement store davenport,” Lowe’s Home Improvement in Davenport is one of the first things to appear. Why? For one, they have home improvement in their name (genius) and it’s also sprinkled throughout their website. If you go to their Company Information page, their description says, “…Lowe’s has been Improving Home Improvement.”

So, if you’re currently dependent upon organic search traffic but aren’t getting the results you want, it’s time to do a word overhaul on your website.

4 | Analytics

Once your website is mobile responsive, your social media tactics and campaigns are running and your search engine optimization is as optimized as it gets, the next step is reviewing the analytics.

If you have a website, make sure it’s set up with a basic Google Analytics tracking code. That way, you’ll be able to see who’s visiting your site, when they’re visiting your site, how long they’re staying, what pages are most viewed, etc. in order to see what’s working with your audience and what’s not.

Social Media sites also have analytics in order for you to see which posts or ads are performing the best. Facebook to Snapchat and everything in between will offer you metrics such as impressions, reach, engagements, click through rates, etc. so that you can see the results, analyze them and then put your money where it makes most sense.

Whether you need help with the basics or if you’re looking to take your digital strategy to new heights, contact the TAG team of social media, web and analytic experts to help you reach your goals.

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Which is Better for Your Brand: Snapchat or Instagram?

59% of 18-29 year-olds use Instagram (via SproutSocial) while Snapchat reaches 41% of 18-34 year olds in the U.S. every day (via Smart Insights). Needless to say, if you’re not on at least one of these platforms, you’re missing out on marketing to a large, and important, audience.

While Instagram and Snapchat are similar, the two cater to different audiences, with different content that can be interacted with in different ways, so we’re breaking it down to help you figure out which platform is best for your business.

 Similarities

Instagram was released in October 2010, just shy of a year before Snapchat’s launch in September 2011. Instagram and Snapchat allow their users to share their experiences through images, and both platforms eventually expanded to incorporate video.

Snapchat originated the “stories” concept early into its existence. A “story” gives you the option to share one or more photos and/or videos for up to 24 hours with your friends. Instagram implemented its “stories” feature in August of 2016 and, for many, blurred the lines between the two platforms. As you’ll learn below, Snapchat and Instagram are still very different when it comes to audiences and content.

Audiences

Instagram caters to an older audience when compared to Snapchat. 59% of its audience is made up of 18-29 year olds, with 30-49 year-olds making up 33% of its audience.

Instagram’s audience base is also more educated than audiences on other social platforms. 37% of adults with some college experience use Instagram and college graduates make up 33% of its users.

Instagram’s income demographic reinforces the fact that its users are college educated, as 37% of adults who make more than $75,000 are on the platform.

Source: SproutSocial

Snapchat is the most-used social platform for people aged 12-24. In fact, 13-24 year-olds account for 60% of Snapchat’s total audience. According to MediaKix, 60% of college students would purchase from a brand if they were sent a coupon on Snapchat and 77% of college students use the platform daily, averaging 25-30 minutes.

Source: Smart Insights

Content

(Fun fact: Kylie Jenner revealed in her E! series Life of Kylie that she pays nothing for advertising. The 20-year-old CEO of Kylie Cosmetics says that the only advertising she does is on her personal Instagram and Snapchat accounts.)

Snapchat and Instagram both offer a platform for people to share photos and videos, but the content being shared differs.

Content on Instagram is often edited and refined. Brands are easily found on the platform, and the content shared is accessible by anyone, as long as your account is not set as “private.” Posts on Instagram also have a longer life-span, as once they are “posted,” they’re available for people to look at and interact with forever (or until the person who posted it, deletes it).

Unlike Instagram, most of the content that’s shared on Snapchat is typically between two “private” accounts and isn’t open to the public. However, there are public profiles (brands, celebrities, public figures, etc.) and the content that’s posted from those accounts is raw and unrefined. This kind of authentic content really resonates with Gen Z, as they feel that the brands that share raw and real content are more trustworthy.

A lot of brands find success using Snapchat geofilters, which can be designed on Snapchat’s website with their pre-made templates, or personally designed and uploaded (Geofilters are photo and video overlays that are accessed within a set location). For example, if your business is putting on an event where you know a lot of its audience members will be on Snapchat (concerts, fairs, etc.), then a geofilter would be an easy, effective and cost-efficient way for that audience to interact with your brand.

Interactions

The content is different on each platform, so the way it’s interacted with is different, too.

Content on Instagram can feature custom hashtags, users may tag other businesses or people, and there’s the ability to “like,” “comment,” “share,” “save,” and “send” photos and videos. In fact, 7 out of 10 hashtags on Instagram are branded, according to SproutSocial. Much like posts on Facebook, when you’re posting to Instagram, you also have the ability to select a location to associate your post with, giving that piece of content yet another way to be found.

When Snapchats are played, users have the ability to privately respond either via text or by snapping back a photo or video. Recently, Snapchat gave its users the ability to attach a link to their posts when users swipe up, giving brands the ability to track traffic from Snapchat more easily. On Snapchat, users can also see who has viewed their posts, who has replayed a snap and which users have taken a screen shot of the post.

What’s best for your brand?

Now that you know the differences between Snapchat and Instagram you could go frolic in a field and throw paper hearts in the air in celebration (thanks for the transition, Chris Pratt), OR you could get serious about your social strategy and call TAG! Let’s talk about which platform is best for your brand.

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The Evolution of Paid Search & What it Means for Your Strategy

The Evolution of Paid Search & What it Means for Your Strategy


“Where can I find jackfruit?”

“Pool floats that look like donuts”

“Do I need special glasses to watch the solar eclipse?”

Those are just a few of our team’s latest Google Searches. Did you know that there are over 3.5 billion searches per day on Google alone?

The Evolution

Over the course of the last decade, technology has evolved and so have our search patterns. Google has introduced numerous algorithms, and continues to refine them in order to better assist you in your queries.

Take a moment to think of your own behavior and how, it too, has evolved over the last 10 years. The first iPhone wasn’t introduced until June 29, 2007, so until then, Google search was limited to desktop users. In 2011, Apple introduced Siri – it’s voice-activated search tool for Apple product-users. 2012 marked Google’s release of their search app for iOS that featured its voice search function, rivaling Siri.

Paralleling these technological advances were also societal changes in the way we interact with our phones. 2007 was also the year when the state of Washington became the first state to ban texting and driving. Since then, many other states have followed suit and some have even banned calls from a hand-held cell phone device which, in turn, pushed for more voice activation options.

Earlier this year, The Webmaster released an article citing Hitwise’s study that found nearly 60% of all online searches are now happening from a mobile device, with the food and beverage industry reaching 72%.

What it means for Search

According to a recent HubSpot blog, 20% of queries in 2016 were mobile and android voice searches and a study by Ahrefs found that 64% of searches are at least four words or more.

This tells us that we’ve become much more conversational in the way we use search. So, instead of typing “Restaurants Quad Cities” like we did in 2007, we’re typing (or, dictating) “Where’s the best place to find tacos near me?”

What it means for Google AdWords

With many of our current clients reaping the benefits of Paid Search, the TAG team of Google certified experts decided that with this information, it was time to restructure our strategy.

Instead of the previously advised 10-20 keywords per topic in AdWords, because of the way consumers are searching we need to start thinking of them as “topics.”

The first step in this process is looking at your content from a low level. Segment the content you want your consumers to find into “topics.” For example, at TAG, one of our “topics” would be Social Media. We realize a strong social presence could be a potential client’s pain point and we’re here to help them succeed.

From there, we take our “topics” and segment them even further into “subtopics.” We think, ‘What are our potential clients searching for when they’re looking for help with their social strategy?” Then, “subtopics” for social media could be:

Social Media (topic)

  • Facebook marketing quad cities (subtopic)
  • More followers for my business Instagram (subtopic)
  • Is snapchat right for my business? (subtopic)
  • Email marketing tools (subtopic)

The subtopics help our team get into the mind of our clients and we’re able to then reformat our Google AdWords campaigns in order to deliver them the information they’re seeking and, ultimately, help their business succeed.

At TAG, it’s important to understand our clients, and their clients, so that we can create a comprehensive approach that fits everyone’s needs. Our TAG team of Google certified experts is excited to help your business grow, so let’s get started.

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How to Utilize Pinterest to Grow Your Business

How to Utilize Pinterest to Grow Your Business

Currently, there are over 100 million active users on Pinterest. That means that there are more than 100 million users who could potentially interact and engage with your content. What has turned into the go-to place for individuals to collect and organize everything they love, now offers businesses an ideal platform to showcase and market their products—especially if their products are visually appealing. Could your business benefit from Pinterest? Keep reading to find out!

Advantages of Pinterest over other social platforms

  1. Pins have a longer lifespan than posts or tweets: Because over 80 percent of pins are classified as “re-pins”—compared to 1.4 percent of tweets that are re-tweeted—pins have the potential to reach more users over a longer period of time. While the average lifespan of a tweet or Facebook post is measured in minutes or hours, the average pin can come up in user searches months or years after it was originally pinned. And because Pinterest is commonly used to help users plan for big life events—like a wedding, baby or new home—pins chosen by these users are likely to be active for longer periods of time.
  2. Search with Lens: Pinterest is trying to close the gap between its app and the real world, and it’s that much closer to doing so with Lens – a search function that allows users to upload pictures of items from their camera roll or in real-time and will, in turn, deliver like items or ideas. For example, you see some lady at lunch wearing these shoes that you just have to have. Take a picture of them, upload it to Pinterest using Lens, and Pinterest will find items that look like those shoes and will even populate other clothing items that would pair well. Or, if you’re at home and you’re wanting to make dinner with a particular spice, take a photo of it and then upload it through Lens to get recipes that include that ingredient! Lens makes it easier for both you and your customers to find what they’re looking for. The easier it is for your customers to find you, the easier it is to make the sale.
  3. Drive consumer purchasing behavior: Because Pinterest is visual by nature, businesses can use their products to catch the eye of potential consumers with fun, visually-engaging content. Pinterest acts as a product review platform, shopping catalog and customer advice column all in one convenient location, which means that (if done correctly) businesses can market their products and close deals all in one space. In fact, 25 percent of customers reported buying a product or service after discovering it on Pinterest, and admitted to only buying products once they could see the product in real life settings—like through photos on Pinterest!
  4. You set the terms: Thanks to its pinning board capabilities, Pinterest allows businesses to get as specific or as broad as they would like. You can set up a tightly defined board that only covers one product or service that you offer, or you can create general lifestyle boards—the choice is yours. Users also have the power to follow only the boards that they are interested in, which makes Pinterest more appealing because it does not require an “all-or-nothing” attitude—like Facebook or Twitter.

Is Pinterest right for your business?

  1. Visual appeal: Are you selling a product? Is it a visually-appealing product? Do you have high-quality, web-ready photos of your products? If the answer is yes, yes and yes, then chances are, Pinterest is right for your business. The trick to a sound Pinterest presence is quality over quantity. Remember, if you want your audience to engage with and respond positively to your photos, you must make sure your photos are clear, concise and of the highest quality.
  2. Gender split: Is your target market mostly female? 85 percent of current Pinterest users are female, so if your business predominantly targets women, Pinterest is the place for you.
  3. Industry dominant: Just like all marketing platforms, certain industries will benefit more from one platform than others. Due to its visual nature, industries that benefit from Pinterest include fashion, event planning, home and lifestyle, flooring and health and beauty.
  4. Social presence: Does your business already have a Facebook or Twitter account? Pinterest works best if you are able to cross promote your boards or pins on various social platforms, so before you create a Pinterest account, make sure you’re up and running on other social platforms, as well.

Pinterest is a wonderful tool businesses can utilize to capture their audiences’ attention, and communicate with essential target markets—plus, it’s fun! Here at TAG, we love Pinterest, and we’re ready to help you utilize its capabilities to its fullest potential to help your business skyrocket in the marketplace. Are you ready to become a Pin-master? Contact us today!

Bring Your Social Media Customer Service to Life

Bring Your Social Media Customer Service to Life

A strong social presence allows you to communicate with your customers and build lasting relationships with core target markets and niches. A study by Bain & Company suggests that when companies engage and respond to customer service requests over social media, those customers, on average, end up spending 20 to 40 percent more with the company. With all the potential social media has tooffer your business, you need to make sure that your social media customer service is top-notch. Here are a few tips to help bring your online customer service experience to life.

Ditch the ScriptDitch the Script While automation is great in most aspects of life, when it comes to responding to customers on social media, you want your responses to be personalized and personable. Responding with personalized messages is time consuming, but we promise that your customers will appreciate your attention to detail and embrace your customer-first focus.

Really listen Talking and responding to customers via social media opens the door to new avenues of truly understanding their needs, wants and concerns. It’s important to stay up-to-date with what consumers are saying about your business on a daily basis, and take into consideration their comments. If consumer comments are consistently negative, think about ways your business could utilize their comments to better your customer experience. If comments are positive, give yourself a pat on the back, and then respond thanking them for their support. Anything you can do to show your audience that you’re listening is great!  

Be speedy When it comes to responding to customers on social media, speed matters. In fact, 32 percent of social media users expect a response with 30 minutes, and 42 percent expect a response within 60 minutes.Bottom line, make every effort you can to respond to your customers as quickly as you can.

Take things offline OfflineNot every issue can be resolved via social media. Sometimes,responses require sensitive customer information and need to be taken offline, or transferred to another channel, like email or phone. But just remember to do this in a way that will not annoy the customer. One study revealed that 37 percent of respondents mentioned that “getting passed around” from agent to agent, or department to department, is a major source of frustration. When taking things offline, do so in a friendly manor, kindly asking your customer to call a specific number or to email your business to further discuss their concerns.   By delivering a great customer experience via social media, you can build longer and stronger relationships, and create more loyal customers. The social media team at TAG understands the importance of a timely social media customer service strategy, and will work with you to ensure that your customers are happy and being heard. Contact us today to learn more!