Co-Marketing Strategy for a New Age: Dunkin’ and Dove are Teaming Up

Co-Marketing Strategy

In the history of great co-marketing campaign duos, we’ve seen a handful of truly memorable collaborations over the years. From Uber and Spotify’s long-term relationship to power customer music picks on rides to marketing BFFs Red Bull and GoPro’s record-setting adventure videos, it can feel like these match-ups were meant to be; but, there’s always a team behind the magic… some deciding process that sets the wheels in motion.

Now, Dunkin’ and Dove Hair are teaming up in what we’d categorize as an “unlikely” co-marketing effort. No judgment over here, though – we are actually super impressed! Anytime the marketing teams from these respective companies get together and come up with something tailored and special to reach out to new audiences, it’s incredible the types of ideas that can come up.

In their campaign together, Dunkin’ and Dove are working together for National Coffee Day (9/29) to engage with on-the-go (mostly female, woot!) consumers, offering up the chance to win a year’s supply of coffee and dry shampoo. Like we said… coffee and dry shampoo aren’t typically things we’d combine in our minds. But, for this campaign’s purpose, we think it’s absolutely brilliant to target busy women who need to get their caffeine and hair-do on every single day.

Here’s what Marketing Dive had to say about it:

The Dove x Dunkin’ collaboration may seem like an odd pairing, but the brands are embracing the “running on coffee and dry shampoo” message that has become a slogan on apparel from Aéropostale and across Etsy. The campaign is part of Dunkin’s newly announced rebranding that drops “donuts” from its name and focuses on reaching on-the-go consumers with coffee, in an effort to compete with Starbucks.

Calling the coffee and dry shampoo combo the “ultimate life hack” — and the sweepstakes to win a year’s supply of the products — could resonate with consumers and give the brands a social media boost, as many social media users often already post and share photos about their hectic lives. Younger consumers, especially millennials and Gen Z, appreciate how-tos or “life hack” content that helps them live more balanced lives. Partnering with celebrities, who will share their own tips, will also broaden the campaign’s reach.

The pop-up styling café is part of a trend that more brands are embracing to engage with consumers in real-life settings to build brand awareness. Experiential events typically resonate with younger consumers who appreciate unique, branded experiences and the ability to try new products. The events often give brands a social media boost, since they usually feature interesting visuals that inspire attendees to snap photos and selfies to post on social media.

What are your thoughts on this co-marketing partnership? We’d love to hear in the comments below!

Watch This Space: How IGTV is Changing B2B Marketing in a Big Way

IGTV B2B marketing

Via TechCrunch

Even if you have been taking a well-deserved vacation in 2018, you probably heard about the big changes that have hit Instagram in the form of it’s newest feature: IGTV. Instagram’s fresh video feature is changing the way B2B marketers and influencers alike reach their audiences, and we’re taking a look at exactly how it’s done.

Imagine yourself as a millennial (or really, anyone born after 1982), who is just waking up, or waiting for your morning commute to work or to class, and you have about 10 minutes to watch one of your favorite shows. How likely would you be to check your mobile device for a quick check-in to your favorite channel? We’re willing to bet the likelihood is huge. In fact, in 2016, smartphones replaced TV as the most watched device by millennial users.

Even if this demographic doesn’t fit you, the reality is that for the highest number of mobile users born after 1982, this is exactly the case. The growing majority of people who have access to devices (68 percent of all adults, to be exact), are forgoing traditional TV platforms nearly altogether, in favor of streaming services and user-generated content. And those cable TV bundle packages? They are racing toward extinction.

IGTV B2B marketing

Via Android Police

This presents a giant shift, as Instagram’s new feature–which functions as a home feed addition or as its own stand-alone app–provides nearly constant access for marketers to reach their target audiences. What makes this feature an even bigger opportunity? The fact that, just like its  1 minute and 15-second video predecessors, content that gets shared on IGTV channels are interactive: users can like, react, comment, and share. It’s the brand promotional gift that keeps on giving.

Your job? Making content highly watchable. But how can B2B marketers do that, especially since paid advertising isn’t available yet? And what kind of content is ideal for marketers to share?

Well, there are two components to this. Think form and function.

  • Form: Making incredibly engaging content
  • Function: Making sure that content is formatted in optimal, highly shareable ways.

Let’s Talk Form

What kinds of ways are B2B marketers connecting with their brands’ audiences? The crucial thing here is staying creative, and showing the human side of the brand. At the heart of social media, people are looking to make a connection.

Worried that your brand doesn’t have a “face”? Don’t be. There are plenty of ways businesses can get creative about the kind of content they are broadcasting on IGTV to connect with users in a variety of ways.

This might be through:

  • Tutorials
  • Reviews or unboxings from influencers
  • Product demos
  • Team or staff highlights
  • A “day in the life” video series
  • Short series featuring the product or service in use

The possibilities are actually wide open! The key here is to stay creative. Engaging content is shareable content, and users are more likely to interact regularly with brands they connect with.

Let’s Talk Function

Since we’re assuming that your content is a home run, let’s talk about how to format it so that it works within the parameters of IGTV.

In order to optimize viewership on IGTV, the important things to remember are…

1. Capture videos in portrait form. Contrary to the square ratio that is optimal in a typical IG feed, filming in portrait mode allows for channels to fill the screen, and function as a real channel does. Dig deeper, to find the actual specs to help you, but the important thing to remember is to keep it vertical.

2. Think through your bio. The first two lines of the bio will be visible on the channel, so be sure that it captures what you really want to say, and that featured products or services are really well represented.

IGTV B2B marketing

Via Brit + Co

Looking Ahead: Reaching IG Users with Paid Ads

Currently, there is no real capability for paid advertising on IGTV, but that could change in the near future, says Kevin Systrom, Instagram’s CEO:

“There’s no ads in IGTV today… [but it’s] obviously a very reasonable place [for them] to end up.”

Your best bet? Start thinking ahead about how to incorporate the possibility of paid advertising in your digital marketing future. No doubt, the future will be here sooner than you think.

So what are you watching? Or more importantly… what do you want people to see? Get some tips on how to master social media marketing through Instagram and other channels. Then, let us know how we can help you be great!

SEO Tips for 2018: Here’s How to Rank Higher

SEO tips 2018

Search engine optimization is a total BEAST.

According to HubSpot, 80% of your website traffic comes from a simple search query. That’s why search engine optimization (SEO) is so important. Without proper planning, strategy, and continuous maintenance, SEO can quickly become a maddening way to spin your marketing wheels incessantly. However, with some of the right techniques in place at the right times, you can quickly climb the ladder of Google search rankings and make it in front of those qualified eyes you’re desperately seeking, meaning you’ll get more traffic, conversions, and increased revenue.

We’re always doing our due diligence to stay in-the-know where SEO tips are concerned – this time, our friends at Backlinko did not disappoint! In fact, the author stated that “these are the same tips that I’ve used to grow my site to 186,081 visitors per month.”

Impressive, no? 

So, let’s get into the nitty-gritty… here are Brian’s top SEO tips for 2018 that businesses, freelancers, and the like can take advantage of in order to better their search engine standings.

1. Use Title Tag Powerups

2. Stop “Pogosticking”, Get Higher Rankings

3. Delete Zombie Pages

4. Do An Industry Study

5. Use a “Feeler” Email

6. Optimize Content for Google Hummingbird

7. Add Text Content to Infographics, Podcasts, and Videos

8. Give Old Content New Life

9. Build Backlinks From Speaking Gigs

10. “The GSC Hack”

11. Create Linkable Content Around “Shoulder Niches”

12. Get Links From Sites That Use Your Visual Assets

13. Create Branded Keywords

14. Provide “What is X” Information For Definition Keywords

15. Replace “Published On” Dates with “Last Updated”

16. Use Google Images to Find Guest Post, Column and Interview Opportunities

17. Tap Into Google’s Underrated Keyword Research Tool

 

Keep reading on the Backlinko blog to learn more about all these amazing SEO tips for 2018 >>

And check out our own articles on mastering and understanding SEO for your website.