2020 Fashion Marketing: Everything You Need To Know To Get Ahead Of The Curve

Fashion Marketing is my personal passion. We work with fashion brands and multi-brand retailers daily. Therefore, I think it’s our duty to write on this topic more. First of all, we love fashion and luxury marketing for its speed, borderless room for creativity and reach. And that’s why I’ve decided to add my 2 cents to the ocean of content on this topic.  

3 Vital Elements for Building or Sustaining a Successful Modern Fashion Brand:

Let’s start with the basics here. IMHO, Leadership, Marketing, and Finance are three vital parts of any fashion business as it can help a brand to get the products to the right customers profitably if done right. It is the only way a fashion brand can expand its market reach and stay in business. 

I’ll elaborate on the Marketing component a bit more. While most people think that fashion marketing is just about modeling new products, it goes deeper than that. What’s more, the industry gets much more competitive with each passing day. Different businesses are pumping loads of capital to find ways they can get the edge and grow their reach, while still solidifying their grip on their current market base. 

Fashion marketers have to research on their different target audiences and find innovative ways of getting to them. The global fashion market is noisy, very noisy! As a fashion marketer, you have to resonate with the customer and inspire them to develop an interest in the product and the brand. And not just a random customer, but a micro-targeted customer with a crystal clear set of values, beliefs, habits, expectations. An American woman, 40 to 50 years old with above-average income level as a Persona won’t be good enough of a targeting anymore. 

 

Fashion Marketing is a different kind of animal.

Fashion marketing is very much different from the “normal” marketing for any other business. You can sustain the same marketing campaign for other businesses over an extended period of time. The fashion industry, on the other hand, is very dynamic and keeps changing as new trends come up every day. Marketing campaigns therefore only go for short cycles before fashion marketers are needed to come up with new campaigns for new products. The competition level is INSANE in fashion. This means that fashion marketing campaigns should be able to achieve its objectives as soon as they are launched. A good fashion marketing campaign should be able to balance both short-term gains and long-term goals. 

And, just to mention, Fashion Marketing is being destroyed by the PROMO CULTURE. Black Friday, Christmas Sale, Final Liquidation Prices, 90% Off, Buy 1 get 2 Free, and so on and so forth. C’mon! This cannot continue! 

Promo Culture in Fashion, endless sale

 

 

Effective Fashion Marketing Tactics for 2020 

The top fashion brands did not get to the top of the industry through sheer luck. One of the major components of their success is effective marketing strategies, tactics, and campaigns. Here are some effective fashion marketing moves that have proved tremendously successful for top fashion brands: 

 

1. Collaborations 

Competition doesn’t automatically translate to the enemy. Sometimes, your competition may be the key to your success. In the fashion industry, doing collaborations with your competitions can help you tap into their markets and break new grounds. It has worked for various brands before, the most notable ones being Nike and Off White, and H&M and Karl Lagerfeld among others. The collaborations helped the brands extend their product lines and increase their visibility

 

2. Celebrity endorsements 

Celebrity endorsements are also about increasing product visibility. Celebrities are usually almost worshipped by their fans and their opinions and choices are the ultimate truth. They are cult heroes. 

Celebrity endorsements will not only help a fashion brand get new buyers but also loyal ones. No matter how big a fashion brand is, and a celebrity on its own rights, it can still do with a celebrity endorsement. For example, Rihanna was appointed as a creative director for women’s collection by Puma. Rihanna’s own fashion line, Fenty, has received celebrity endorsements from a number of superstars including Brandy, Cardi B, Ezra Miller, Gabrielle Union, and Karlie Kloss. Kanye West relied on celebrity endorsements from Calvin Harris and Justin Bieber to market his Yeezy Boost collection. 

 

3. Newsjacking 

Newsjacking is a marketing strategy used by brands to capitalize on breaking news and trending topics to draw some of the attention to themselves and their products. David Meerman has been given credit for the popularity of newsjacking as a marketing strategy. The practice is quite common in the fashion industry. Fashion brands have often jumped on social media trending topics, especially on Twitter and Instagram, with humorous and sometimes direct marketing for their products. Here are some of the most renowned news jacks:

– Tide and Superbowl blackout: When the Superbowl experienced a blackout during a match, Tide saw an opportunity to market its washing detergent. They made a tweet saying that though they were unable to do anything about blackouts, they could help with getting stains out.

– Snickers and Luis Suarez World Cup bite: When Luis Suarez bite Giorgio Chiellini during a 2014 World Cup match between Italy and Uruguay, Snickers jumped in with a tweet advising the striker to grab a Snickers the next time he wants a bite.

Newsjacking has to be done right or it could backfire on the brand, as Kenneth Cole found out when the brand tried to take advantage of the Syrian Conflict to market their footwear. 

 

4. Live Streaming 

A live stream can help a fashion brand reach millions of potential buyers as product launches and other brand events don’t have to be a privilege closed-door moment for the elite. Everyone gets to watch the event in real-time from their devices. Live Streaming helps the fashion house expand visibility and reach new audiences. Instead of relying on livestreams from invited guests on their channels, a fashion brand should establish their own official Livestream channels. Besides YouTube, other platforms that can make for great live streaming include: – Facebook Live – Instagram Live – Periscope – Ustream – Diecast – Vimeo Livestream – Streamshark – Stretch Internet – Brightcove brands such as Louis Vuitton are already capitalizing on Instagram live streams. 

 

5. Social Media Influencers 

Insta is still going to be BIG! And if your target audience is older or younger, Pinterest and Snapchat are awesome. Do not ever forget about the second largest search engine in the world – Youtube – that keeps on trying to become a social media network. 

Insta influencers in fashion business

Social media influencers can make a huge impact on a brand by simply giving them a mention or a review, or using their products. Influencer marketing is like high school, everyone wants to have what the cool kid has. Fashion brands can leverage on reputable fashion bloggers or vloggers to reach out to new market segments. It can lead to increased leads and sales. They can just generally share products from the brand or work in collaboration with a brand for a product-specific marketing campaign. One of the most common social media influencer campaigns is unboxing- in which the influencer uses a product for the first time and gives it a review on the camera. A classic example of influencer marketing is the unboxing video of Jordan Brand by YouTube vlogger Jacques Slade. 

 

6. Giveaways 

I am not a big fan but Giveaways can be an excellent way for fashion marketers to engage existing customers and acquire new ones for a brand. They can be used to promote new products or celebrate important occasions by the fashion brand. Giveaways help in creating brand awareness and growing the audience base. After a giveaway competition by Catparty on Instagram, the number of their followers increased by 70%. 

 

7. Affiliate marketing 

This is a BIG ONE!!!! Paying a commission to the webmasters that already have massive traffic to their digital assets is a BAD DRUG for fashion brands. It’s LOVE/HATE relationship really. On one hand, the revenue skyrockets fast. On the other hand, brand evaporates. So it’s a tough call to start or stop an affiliate marketing campaign. 

Affiliate Marketing in Fashion Business

What is affiliate marketing

One of the benefits of affiliate marketing is that the return on investment is almost guaranteed. It is a widely used marketing strategy for increasing online sales outside of your website or an app. The affiliates are usually paid on commission, which is a percentage of the sales made from their sales funnel. Affiliate marketing is a great way for fashion brands to develop brand advocates and work with various publishers for mutual benefit. The costs majorly depend on how the affiliate marketing program is set up. 

Some of the best platforms for Fashion Affiliate Marketing include: 

 

8. Style guides 

You can dedicate a section exclusively to style guides and fashion tips. That style guides will give your website visitors ideas on how to dress and accessorize your brand and even incorporate your products with their wardrobe. You can do style guides for different seasons, special occasions, holidays, and topical themes such as a weekend getaway, work, and travel. When your audience is able to visualize how they would look in your products, they are likely to make a purchase. 

 

9. Storytelling 

In spite of the major shift towards digital marketing, traditional marketing platforms such as TV, radio, and newspapers are still relevant and can deliver a return on investment if well utilized. To realize any success with these traditional platforms, your brand should be able to tell a story. Well, the same stands for digital channels really. Just tap into people’s emotions in a positive manner and you’ll get rewarded. This has largely been Nike’s forte with their memorable campaigns. A perfect example was the “Just do it” campaign which also featured Colin Kaepernick. 

 

10. Corporate Social Responsibility And Sustainability

While corporate social responsibility (CSR) and Sustainability may not have a direct impact on sales, it is a great way to establish brand awareness. In the long run, the fashion brand will be able to realize the benefits of CSR. You can never go wrong with giving back to the community. 

Some of the notable brands who have realized tremendous growth after doing CSR activities include: 

Converse – The shoe brand set up a studio where New York artists could record their music for free. They do not claim ownership to the songs. Neither do they demand that the artists advertise the brand. This has had a huge impact on their popularity. 

Under Armour’s strategy to give free shirts to the National Football League (NFL) players resulted in shirt deals with more than 2 NFL teams. 

– Lululemon offers free yoga classes every weekend in one of its California stores. This has elevated it as a fashion brand that cares about the wellbeing of its customers. 

When thought and creativity are injected into a fashion marketing process, then there are higher chances of the fashion brand realizing returns on investment. 

 

2020 Emerging Trends In Fashion Marketing 

1. Omnichannel Retailing 

Fashion brands are increasingly exploring the option of allowing customers to shop and receive products from channels of their choice. Retail stores can be able to cross-sell items from other stores. One of the fashion designers who are already exploring this is Lyn Evans. All of its stores have iPads which customers can use to order items from the other stores in case they don’t find their favorite item or color in that particular store. Another brand that has embraced omnichannel retailing is Gap. 

But wait! If you think Omnichannel is about the channels, you are very much wrong. Omnichannel is all about the Data and Attribution for most fashion brands. Every time I speak with a CMO about the Omnichannel, we have to invite a CFO into the meeting room as well. Omnichannel is a cause for many internal company conflicts for lots of brands. “So who gets the bonus then?” is what makes the omnichannel so difficult for the companies leadership. 

 

2. Product Customization 

Fashion brands are increasingly allowing their customers to customize the products to their tastes and preferences. NikeiD on the Nike website gives customers the option of picking the pattern and colors they would want on their shoes. Black Lapel, Indochino, Vans, Ray-Ban, and Adidas among other brands also allow their customers to customize and personalize their orders. 

 

3. Luxury Fashion Online Marketing 

Online retail used to be left to fashion brands that were still trying to establish themselves. Not anymore. Luxury fashion brands are finally realizing how much potential online retail has to their business. Does it even make sense to list the luxury companies that sell online? It’s easier to list those who don’t. However, if you ask me how many luxury fashion brands are successful in selling online, I’d say “very few”.

E-Commerce marketing is HARD. It requires so many different expensive skill sets in your company that it barely breaks even. Hiring an internal expert data analyst and an external professional e-commerce marketing agency (may I say, like SONDORA MARKETING?) would be a great idea. 

  

4. Visual Commerce 

Visualization plays an important role in attracting customers. Amazon, in a bid to place itself as the top online retailer for fashion items, launched a photography studio with 22 photo bays in 2015. They also later launched a fashion site called Who What Wear aimed at enabling customers to shop for items that are inspired by celebrities. More and more brands are looking to curate photos in order to have a visualization effect on their customers. 

Starting from 2019, lots of brands go beyond the standard visuals. Augmented Reality and Virtual Reality are yet quite slow in adoption by Fashion Brands. But I am pretty confident that this is a temporary state of things. AR and VR are going to be MASSIVE.

 

5. Integration Of Artificial Intelligence In Fashion Marketing 

Fashion marketers are incorporating artificial intelligence in their marketing campaigns for greater return on investment all day long. AI has been pivotal in improving customer interactions and gives fashion marketers access to better and more reliable data analytics

 

6. Social Shopping 

Social media is increasingly becoming a storefront for fashion brands. The brands create links on social media platforms such as Twitter, Instagram, and Pinterest that redirect customers to their retail sites. Everyone does shopping ads for a good reason. It works beautifully. 

But why Ads? You might ask. Why not organic reach on social media platforms? Well, thanks to Facebook’s Executive Team, the organic reach is aimed closer and closer to Zero now. Social Media Platforms have so much value that it wouldn’t be very smart not to monetize it. Would it? So if you want visibility, brand awareness and conversions, run Ads. As simple as that. 

 

Phases Of Strategic Fashion Marketing 

Let’s now move to the mechanics of Fashion Marketing. 

In order to have in place a powerful roadmap and a successful set of marketing campaigns, fashion marketers usually undertake the following three phases in developing a strategic marketing campaign: 

 

Planning Phase 

The fashion marketer does a market analysis so as to have a clear picture of the state of the brand. At this phase, the following functions are performed; – Analysis of competition – Research on the brand’s existing and potential customers. – Brand assessment – Industry trends After those functions are completed, the team comes up with a marketing plan. 

 

Implementation Phase 

The marketing plan is put into action. The fashion marketing team organizes resources, designs market organization and develops marketing schedules. The marketing plan developed in the first phase is used as a reference point for marketing tactics. 

 

Evaluation Phase 

In this phase, the fashion marketing manager ensures that the results achieved from the marketing program are in line with the business goals that were set in the initial stages. Corrective actions are taken in case any deviations are noted so that the marketing campaign can stay on track. They also seek to maximize the positives. Basically, at this phase, the progress of the marketing campaign is monitored and evaluated. 

The evaluation is done in the following ways: 

 

Key Components Of Fashion Marketing 

With the cutthroat competition in the fashion industry, designers and fashion marketers cannot afford the luxury of wasting time and resources. They have to get it right the first time as the second chance is basically playing catch up to the competition. They, therefore, need to come up with a sound marketing strategy that guarantees results- leads and conversions. Here are 7 key components of fashion marketing; 

1. Market research 

The need for market research is even more profound in the fashion industry than any other. You need to understand the market size and its growth or decline, consumer spending habits, and any emerging trends in the industry. Some of the top publications that a fashion marketer can rely on for insights in the industry include Vogue, Elle, Glamour, Vanity Fair, Cosmopolitan, and InStyle among many others. 

2. Target market 

The marketing strategy should be able to comprehensively capture the target market for fashion products. Besides identifying the type of buyers most likely to purchase the product, it should also segment the target market into at least three levels for effective marketing campaigns and easy penetration. 

3. Brand and product positioning 

What kind of perception does the market have of the brand and its products? Are they perceived as the go-to brand for fashion items when on a budget? The market perception is an important element to consider when developing marketing campaigns. Once the fashion marketer understands the brands positioning, they will be able to develop effective campaigns that reinforce positive perceptions and change negative perceptions. They can communicate clearly on how they want the brand to be perceived. 

4. Competitive Analysis 

A brand can only ignore the competition at their own peril. A good fashion marketer will want to know who the competition is, the brand’s products are different from that of the competition, the market segment they operate in, and how they can have an edge over the competition. You have to stand out from your competition. 

5. Effective marketing strategy 

An effective marketing strategy is the only way to nurture leads and convert those leads to sales. The effectiveness of a marketing strategy is measured in terms of impressions, leads, and sales. The core question the marketing strategy should answer is, “how do I find and attract the target market?” After identifying the target market, they can use various tactics to reach them. 

6. Marketing budget 

The fashion marketer should be able to forecast how much budget they will need for a marketing campaign. The budget can be planned weekly or monthly. The budget should have a ceiling for each activity such that the marketer doesn’t waste funds on a strategy that is not generating a return on investment. 

7. Marketing metrics 

From start to the end of the marketing campaign, the fashion marketer should be able to measure the success of the campaign. They should be able to compare the budget spent on the entire campaign versus the actual return on investment. For online marketing campaigns, the marketer can rely on services such as Google Analytics to measure the metrics. This will help them to measure the effectiveness of their marketing strategies. 

 

Do You Need To Be A Design Guru To Be A Great Fashion Marketer?

Obviously, Fashion marketers do not necessarily have to be designers. This does not mean that they do not have a say on the type of products that fashion brands put out to the market. On the contrary, they do have a big influence on the products and their designs. Fashion marketers carry out market research and therefore are in a better position to understand fashion trends and the impact they have on a business. They know which designs would be a hit and which wouldn’t. They therefore also contribute to the design of fashion products. The responsibilities of a fashion marketer include: 

– Market Research and analysis:

This helps in decision-making with regards to fashion designs and business processes. They perform both quantitative and qualitative research into fashion trends and consumer behaviors. 

– Brand design and development: 

Fashion marketers are responsible for placing the brand such that the target audience can relate and feel a personal connection to the brand. They have to create the story behind the brand. 

– Development and management of advertising campaigns: 

Besides creating compelling advertisements for the products, fashion marketers also have to manage media planning to ensure that the ads are distributed as scheduled. They are responsible for both traditional and digital advertisements. 

– Pricing and distribution of fashion products: 

Fashion marketers contribute to the decision on how brands price and distribute their products. Through their market research, they can be able to tell which distributions channels are better performing and how to price the products for each channel. This helps the brand to maximize their profits from both retail and online stores. 

 

Amazing People 

And now, since you’ve gone through this “long read” and wonder how the hack is one person capable of doing so many things, I have to say that such people work at many fashion companies. They are incredibly talented people. 

If you are just beginning your marketing career at a Fashion company, I’d recommend developing many soft and hard skills.

 

Marketing Skills For A Good Fashion Marketer:

– Good communication skills 

– Outstanding Analytical Skills = numbers is everything in modern marketing

– Great taste and sense in Fashion 

– Multitasking

– Martech knowledge: the more in-depth the better

– Fast Decision-making 

– Business acumen 

– Ability to work in high-pressure environments 

– Creative skills 

– Sales skills: the amount of time and effort it takes to sell an idea inside the fashion company is just ridiculous sometimes.  

 

Thanks for your attention. Please comment below and we’ll be happy to address any of your questions.

 

Author: Dennis Dubner, CEO of SONDORA MARKETING – a digital marketing agency helping brands with better marketing strategies, revenues, and bottom line. 

2019 Checklist – B2B Lead Generation Stats and Hints

Find out how to optimize that B2B website to generate quality leads and more sales here in this Blog post.

60 Business to Business Lead Generation Statistics for Corporate Website Optimization (2019 Checklist)

The best business website is not limited to good design. To make the most out of a B2B lead generation strategy, it has to provide several key elements that help convert visitors into buyers. The following statistics unearth the different perspectives, marketers have (or need like to) to make the most out of a corporate website.

Here are the considerations and stats every B2B marketer should know in 2019 (and beyond).

Lead-Generation-Stats-and-Hints-for-b2b-website

2019 B2B Website Checklist

 

  1. B2B Website Design

  • 68% of business to business companies have not designed their sales funnel—Source
  • 74% of landing pages comprise of navigation bars, distracting leads from the central call to action—Source
  • 96% of your visitors are not ready to buy from you—so your business website design needs to lead and encourage them through your sales funnel while easing the buyer journey
  • While 27% of traffic does come from mobile, 44% of visitors struggle to read on small devices—so responsive design could be the answer compared to investing in dedicated mobile sites–Source
  • 3 out of 4 visitors to a business website pass judgment about a company’s credibility based on the website design—Source
  • Transitioning to responsive web design saw business websites cut bounce rates by 11%–Source
  • 75% of business owners depend on mobile searches—International Data Group
  • Ease of use counts highly, according to 76% users—HubSpot. And 79% of web shoppers will leave to never return when an e-commerce site takes over 3 seconds to load—44% will tell about the bad experience to their friends
  • You are 9X more likely to convert web leads if you follow up with them within 5 minutes—integrating online chat can be helpful here—Inside Sales

 

  1. Corporate website Essentials

Business owners and digital marketers will also want to carefully consider the kind of content they display on their business website—because their visitors care.

For example, is the website providing enough company information to boost trust and nurture newly-converted leads?

Here’s the essential content you need to checklist:

  • 46% of corporate websites miss the basics of digital marketing elements–Source (only available in Croatian)
  • Not displaying the product description decreases the likelihood of a product sale by 45%–Source
  • 7% of businesses do not have a lead generation form on the website—Source
  • And up to 17% do not provide the most basic website information such as a professional “About Us”, “contact”, and “services/product/solutions” page.

web-design-responsive

 

  1. Content Marketing Contribution

  • At the heart of an ideal business website design is content and content design—in addition to the website’s ability to support content marketing tools for outreach campaigns. The site needs to support the various types of content to be featured on them, including custom graphics and video content.
    • 93% of B2B marketers reckon that content marketing (inbound marketing) generates up to 3X more sales leads than traditional (outbound marketing) methods—Source
    • Yet, content marketing is also 62% cheaper than outbound marketing
    • 43% of companies prefer to hire lead generation services because the providers have more expertise and experience than in-house teams—Source  
    • 93% of business buyers want content that is more educative and informative and less sale pitchy—Source
    • The above study found even more (94%) want to access your provided content without having to fill out long lead generation forms
    • Less than 50% of marketers consider using case studies as a top 8 content marketing strategy—Source
    • Yet, over 78% of buyers look for and use case studies to reach a purchase decision—Source

ontent-marketing-is-king-in-B2B

  • 89% of buyers make an average of 12 searches online for content to help research relevant vendors before contacting them—Source
  • And 80% of executives prefer learning about your unique selling proposition through a series of articles compared to viewing an advertisement—Exact Target
  • Content marketing influenced 75% of business buyer decisions—Source
  • 79% of visitors never convert to buyers because the content marketing plan fails to nurture them—Source
  • Sites that use more than 31 dedicated landing pages convert up to 12 times more leads than those that only use 1-5 landing pages—HubSpot
  • Yet, only 48% of online marketers create dedicated landing pages for each marketing campaign—Marketing Sherpa
  • Business blogs that average 15 blog posts every month generate 1,200 leads on average, according to HubSpot—and that is 67% more leads than B2B companies that do not blog—Source
  1. Event Marketing Consideration

  • A business website is an excellent platform for not only informing potential customers of upcoming events in their area, it is also a powerful podium for conducting online, live events.
    • Event marketing is the 3rd most popular business marketing method after email and content marketing—Source
    • And while 63% of B2B event attendees remember stories, only 5% remember statistics—HubSpot
    • 55% of marketers have hosted an online webinar—a significant growth from previous years—Source

webinar-online-events

 

  1. Business Website Search Engine Optimization (SEO)

Using SEO will help leads find the business online through search engines.

  • 75% of commercial buyers will research the internet before contacting your sales team—Source
  • 70% of the buyer awareness stage is already covered by online content the potential lead found from educative online content by the time they contact your company
  • 47% of website visitors expect it to load in less than 3 seconds. 40% of visitors will leave and try out the competition if it takes more than 3 seconds to load—Source
  • A 1-second delay in load time leads to 7% loss in conversion, 11% page views, and decreases customer satisfaction by 16%–Source.
  • Google found 70% of 900,000 mobile ad landing pages across 126 countries took on average 7 seconds to load visual content above the fold. Starting July 2018, Google started considering page speed in mobile search to award rankings
  • Organic search, SEM/PPC ads, and word of mouth referrals are the top sources of business for B2B companies—Source

seo-in-B2B

 

  1. Marketing Automation and Lead Nurturing Integration

  • The best websites integrate marketing automation tools for several reasons that help earn ROI.
    • Email and email marketing are the leading lead generation techniques because they encourage lead nurturing. Automation is important because it helps with lead nurturing, according to 57% of marketers—Sources
    • Email marketing not only helps nurture leads and can be automated without losing personalization aspects, it also boosts CTR by 8% compared to standard emails at 3% —Source
    • Using marketing automation software helps 80% of B2B marketers convert 77% of leads to buyers—Source, VB Insight
    • 78% of marketers do not reach out to potential buyers with weekly lead nurturing content and do not use lead generation software
    • 44% of business to business firms do not verify leads to filter qualified leads—Source.
    • Marketing automation is “Very Important” to successfully conduct multi-channel marketing, according to 93% of B2B professionals—Source
    • 74% of marketers say marketing automation saves time, boosts customer engagement (68%), ensured timely communications (58%), and increased opportunities such as up-selling by 58%–Source

Marketing-automation-for-b2b

 

  1. Social Media Integration

  • A business website does not optimize social media buttons placement misses out on the benefits of social shares.

    The same applies to business websites that do not provide enough share buttons. Some social media benefits statistics to keep in mind:

    • 49% find social media marketing as the most difficult lead generation technique and need help—Source
    • Social media has a 50% higher lead-to-close frequency than direct selling—Quick Sprout
    • Social media supports the buying decision of 75% of businesses—Source
    • LinkedIn generates 80% B2B leads, the highest number of leads among social media networks ahead of Twitter and Facebook—Source. 65% of companies said their LinkedIn marketing strategy was successful—Source
    • 42% marketers have challenges getting the right data or do not know how to gather the right target audience data to create targeted campaigns—Source
    • Wearable tech devices will help collect customer data that will lead to 5% sales by 2020—Source

social-media-marketing

 

Conclusion

While B2B website design matters by a large portion, it is not the only area of optimization for B2B lead generation. Search Engine Optimization, business content marketing, event marketing tools, social media integration, and marketing automation integration also play a big role. The statistics gathered above indicate what matters and where the opportunities lie when it comes to attracting more qualified business leads in 2019.

 

5 Keynote and PowerPoint Presentation design trends in 2019

5 Keynote and PowerPoint Presentation design trends in 2019

PowerPoint presentations are the simplest way to express business ideas and stories as they can be customized to increase attractiveness. With the latest improvements introduced by Microsoft in PowerPoint 2019, users can now prepare and design presentations in a unique manner. After you have selected your desired topic and have notes ready, next is the process to create an appealing PowerPoint design which can help you achieve excellent outcomes.

Although the design patterns being used in 2018 were attractive and helped business owners to boost their sales through product marketing, there are still some improvements yet to be considered. The design trends explained in this article will surely help you in describing your objectives clearly and gather audience attention as well.

 

powerpoint-presentation-design-simplicity

 

Simplicity in Keynote and PowerPoint

Starting with an essential aspect of making PowerPoint presentations interesting, Simplicity can help you achieve excellent outcomes. Sharp colors and background illuminations can make it difficult for the viewers to focus on content as it creates unwanted distractions. PowerPoint slides can be created in both horizontal and vertical manner which can be customized in many ways. Presentations are meant to be persuasive and are designed to persuade the audience for taking decisive actions. Make sure you have selected the goal of your presentation so that you can change the perspective of your audience as well.

Although there are a handful of useful tools available at PowerPoint and Keynote, each of them is not meant to be utilized while designing your presentation. Starting with the initial design phase, try to change the predefined font and styles as they are quite commonly being used in the routine. Make use of bullets, points, and shapes, where necessary, because it makes it easier to express your primary objective.

Example:

 

 

Graphics and Design in Presentations

Using dark backgrounds and sharp colors in PowerPoint slides have now become a thing of the past. Considering the latest trends, colors such as light blue, green and white are now commonly being used because they make it easy to comprehend the content. There are loads of new and stylish templates available at PowerPoint 2018 which allow the users to create animations and multiple slide transitions. In order to keep your listeners on the track, using high-quality graphics and photographs can prove to be of high support. Using 3-D graphics and animations is not advised because it makes the presentation challenging to manage for people who are not having enough technical knowledge.

Using the animations and graphics available in the software are certainly not advised because they have already been viewed by the audience. Try adding high definition images which look posed, staged or shot in a studio. Moreover, typography approach can now be used to find personality-infused fonts, animated text effects and typographic cover slides which are designed to make the whole project engaging.

 

Keynote-presentation-studio-image

 

Best Font and Style for your Pitch Deck

Default slide size and predefined fonts in PowerPoint background are evidently not included in the latest trend list. Presentations must be appropriately aligned with correct height and width so that your text is readable. If you have some images or animations to be included, just resize your slides before inserting them to make them suitable. Determine the amount of detail which your content requires for which adding on-screen charts and animations can be a great idea. Just focus on data visualization, illustrations and typography to make your presentations better and enjoyable for the audience.

Coming over to font size and style, make sure the writing is not too large or quite small in any case. However, whatever the size you have chosen must be easy to comprehend so that audience can focus without any hassle. The fonts ranging from 24 to 36 are recommended for creating a PowerPoint presentation because they deliver the best readability for the audience.

 

PPT-presentation-best-fonts

 

Visuals and Color Scheme

Placing long texts in any presentation makes it annoying as the audience probably never wants to read a wall of content. Colorful embellishments and graphical effects in data visualizations can make a presentation worth focusing and memorable. By focusing on your brand identity, choose the layout, color scheme and style after proper research so that it matches with the text included in the presentation. Although coping with the latest PowerPoint trends might not be possible for everyone as there are a lot of complications that need to be handled.

Last but not least, icons play a vital role in enhancing the focus and attention of the audience. As it currently the highest used trend in 2018 for designing PowerPoint presentations, these small visual representations make the context understandable and exciting by all means.

 

minimalistic-presentation-design

 

Add Real Life Stories!

In order to make your PowerPoint presentation compelling, using the ideal storytelling techniques can yield amazing outcomes. There is a lot of potential for storytelling for which you can also consult case studies and life events of famous entrepreneurs. Maintaining the attention of the audience is not possible in presentations which include a bunch of facts and figures. Just try to be realistic and find a real-life story relevant to your presentation topic.

Using techniques such as augmented reality can prove to be helpful in this regard as it makes storytelling easier. As it allows the audience to focus and pay attention to the critical parts of your presentations, they will automatically start to show interest and attention.

storytelling-in-presentations

 

Conclusion

PowerPoint presentations are by far the most efficient and convenient way to express your ideas in a professional manner. With the never-ending improvements and features which have been delivered in Microsoft PowerPoint, creating presentations by focusing on the latest trends can undoubtedly yield amazing results. As they are supposed to make presentations interesting and develop a strong focus amongst the audience, business owners, professionals, and students can now express their ideas in a beautiful manner.

So, if you are excited to share your great thoughts and ideas through PowerPoint presentations, following the tips and trends explained in this article will surely support you by all means.

 

Win Loss Analysis – Best Marketing Practices for 2019

It’s a scenario you probably know well. You’ve finally closed the deal, the immediate future looks great for your business and the entire team is in the mood to celebrate. You’ve hit your targets ahead of time, you’re looking at a decent period with zero uncertainty ahead and your confidence is sky-high.

But here’s the thing – tomorrow is a new day, with new targets to assign and new challenges to face. The question being, what can you do to repeat this all-around success going forwards?

In my experience, this is where many businesses go wrong. They ride the wave of a recent big success, which is fine, but they ride it way too long. Assumptions are made based on immediate successes and insufficient effort is made to encourage history to repeat itself.

The result of which, as you can imagine, tends to be a disappointment.

If you fall on the more proactive side of the spectrum, what should you be doing to make things happen again and again?

The answer – conducting a win/loss analysis could help steer things in the right direction.

 

What Is a Win Loss Analysis (WLA)?

Carrying out a win/loss analysis (aka post-decision interviews) gives you the opportunity to replicate your biggest successes indefinitely. It’s also just as important for generating key insights as to why you didn’t hit your targets, helping guide your subsequent decisions and actions accordingly.

Win/loss analysis is one of the many options on the table for repeating your successes, but it’s a highly effective and measurable method.

At its core, a win/loss analysis provides the opportunity to assess your business and its performance from the perspective of your customers. It delivers a detailed overview of your points of appeal, areas for improvement and the reasons why you won or lost. Rather than assuming you know what contributed to your recent success or failure, you go directly to your customers and request their feedback.

Interviews can be carried out via various channels, but I’ve noted the most helpful insights are generated by in-person discussions or telephone conversations. Postal or email surveys are an option but don’t provide the opportunity to dig deeper than the base questions you ask. You can even ask a third-party to handle things on your behalf, but then you can’t be sure they’ll probe as deeply or specifically as you would personally.

By ensuring you (or your team) contact customers directly, you access a number of key benefits such as:

You’ll still produce helpful data through traditional questionnaires and surveys, but I strongly recommend at least some in-person interviews where possible.

 

What Are the Benefits of Win Loss Analysis?

The primary benefit of a win/loss analysis is the unique customer-first perspective it provides of your successes and failures. A strong and on-going sales strategy is mandatory for the consistent performance of your organization. A win/loss analysis provides the opportunity to gather, analyze and retain the kind of priceless data that can help improve success rates and identify areas of weakness.

In fact, there’s no more effective way of getting to know your business from the perspective of its customers than through win/loss analysis.

Specifically, win/loss analysis delivers such key insights as:

These are just a few of the insights you’ll gain access to by performing an effective win/loss analysis. Ultimately, the data you collect can be used as the basis for your on-going marketing and PR strategy.

 

How to Conduct Win/Loss Analysis

The benefits of win/loss analysis are therefore clear, but what’s the best way of getting started?

It’s worth remembering that the data you collect will only be as useful as the collection method allows. Hence, it’s useful to view the win/loss analysis interview process in three specific stages:

The Pre-Interview

In the wake of success or failure, you’ll first need to pen a robust interview strategy with your sales and marketing team, with the input of your customer service heads. Consider the questions you’ll be asking, who will carry out the interviews and how they will be performed. I recommend planning for interviews that last around 30 minutes, though allow extra time in instances where further probing is necessary. Make things as easy and comfortable as possible for the interviewee, which will encourage their participation and help maintain their interest.

The Interview

Don’t be afraid to go off-script during the interview if you feel additional or modified questions could prove helpful. It’s also important to conduct the interview as objectively as possible, allowing as little emotion as you can to affect your approach. The customer should be reminded of the importance of their honesty, irrespective of how their thoughts and opinions differ from those of the interviewer. Stick with the timetable you assign as strictly as possible, in order to avoid frustrating the interviewee.

Post-Interview

The data collected during each interview should be reviewed and analyzed with equal importance. Rather than searching for findings that correlate with your own beliefs, you need to consider every viewpoint and experience carefully. It’s also important to thank each participant after the event for their contribution to the project.

Best-Practice Rules for Successful Post-Decision Interviews

Post-decision interviews shouldn’t be conducted only in the wake of major wins or losses. Instead, they should form an integral part of your core sales, marketing, and customer service strategy. At least, if you prioritize continuous improvement and customer satisfaction.

There are, however, some ground rules that should be followed to make the most of every win/loss analysis carried out. Looking ahead to the remaining months of 2019, the following represent the most important best-practice guidelines to gain maximum value from your post-decision interviews:

Your findings will be skewed if you speak to a disproportionate number of satisfied or dissatisfied customers. You can only expect to achieve clear and balanced insights if you ensure both sides are represented equally. It’s also worth remembering that every interview represents an invaluable opportunity to get a disenchanted customer back on board with whatever it is you do.

As a general rule of thumb, try to ensure your interviews are carried out no more than two months (or eight weeks) following the event or action. The more time that passes, the more inaccuracies and inconsistencies may find their way into the participants’ accounts. It can also be useful to gauge the emotional responses of your customers to your brand, which will be at their rawest and strongest immediately after the event.

Consider the information you’re most interested in collecting and work backward to establish the questions you’ll need to ask. To what extent did you satisfy the customer? Which of your competitors were also in contention? Why did they choose you? What would it take to keep them coming back? Why didn’t you win their business? What would they change about the experience? What advice could they offer you? What were their perceptions of your representatives? What are your biggest strengths and weaknesses?

If impartiality is to be achieved, the interview must take place in a non-sales environment with zero pressure and with no hint of a sales pitch. Effective post-decision interviews can help get disenchanting customers back on board, but this should never be your priority. Salesmanship and marketing talk has no place in the mix – the same also applying to your own personal feelings and emotions.

If you simply cannot guarantee 100% objectivity and impartiality with your own representatives, you may need to consider hiring a third party. This may be the only way of achieving a true non-sales environment for the interviews, ensuring the results aren’t skewed by your own biased views, opinions, and objectives. Outsourcing can bring its own unique challenges into the mix but does at least guarantee neutrality and objectivity on the part of the interviewer.

Contextual free-form answers should be encouraged to determine how each customer feels about your business and your offer. However, it can also be very difficult (or even impossible) to compile and analyze this kind of data. It’s therefore useful to create fixed metrics for customers’ responses – such as asking them to gauge their satisfaction on a scale of 1 to 10. Or perhaps determine the extent to which an issue is a priority for them – not at all, low, medium, high, very high etc. This will assist with the aggregation and analysis of the data you collect.

  1. Conduct interviews regularly

Conducting win/loss analysis once every year or so won’t tell you a great deal about your business. By the time your next interviews are carried out, you’ve already lost the opportunity to act on the prior project’s findings. Instead, it’s a good idea to conduct post-decision interviews on a quarterly basis at least. Compare and contrast each project’s findings with the last, taking every opportunity to act on your findings the moment they’re gathered.

As far as your customers are concerned, the thoughts and opinions they share are 100% factual. Hence, they’re the only thoughts and opinions you should be listening to. Irrespective of how the information you gather mar contradict your deepest-set thoughts and beliefs, this is the information you need to trust. However objective you think you are, nobody can provide more honest and objective insights than your customers themselves. Trust their opinions, consider their suggestions and act upon their feedback.

Above all else, you need to get out of the habit of viewing post-decision interviews as an optional extra. Win/loss analysis should be considered mandatory – a key strategy that forms the core of your on-going sales, marketing, and customer satisfaction strategy.

win-loss audit in digital marketing

Post-Decision Interviews for Better Digital Marketing

From a digital marketer’s perspective, I personally believe there is a no richer or more valuable source of data than that obtained through strategic win/loss analysis. Whether you succeed or fail, your customers can provide all the information you’ll need to move on with even greater strength and confidence.

Your digital marketing goal may be to enhance your brand’s image, boost your reputation, generate leads, enhance conversion rates, appeal to a new/wider market or any number of combined objectives. Across the board, you can only hope to succeed if you know exactly what’s working and what isn’t from the perspective of your customers. Which digital channels do they prefer? What would they change about the UX or customer journey? What’s their preferred customer support channel? Is your current digital marketing mix working?

Otherwise, you could be basing your decisions on incomplete and potentially flawed information, along with your own non-objective insights. A digital marketing strategy based on factual evidence and honest customer opinions will always perform better than a campaign built around assumptions.

Conclusion…

Most businesses have the means and the resources necessary to conduct detailed win/loss analysis. More importantly, going directly to your customers for advice and insights simply makes sense.

Nevertheless, evidence suggests comparatively few show any real priority to post-decision interviews. Which is unfortunate, given their potential to produce invaluable data for near-limitless business-wide benefits.

Irrespective of the time and effort the project may entail, the results can and will justify your investment. It’s simply a case of adopting a carefully structured approach, in accordance with the practices and general guidelines outlined above.

Author: Dennis Dubner, CEO of SONDORA SA

Keynote or PowerPoint? [The Complete, Unbiased Review 2019]

Keynote vs PowerPoint: Which is The Best Presentation Design Software? [The Complete, Unbiased Review]

A PowerPoint or Keynote comparison to help you choose the best presentation software for your needs. Charts. Graphs. And everything presentation software. When Forethought’s Dennis Austin and Robert Gaskins coded “Presentation” for Macintosh computers in August 1984, little did they know PowerPoint would dominate the presentation software market share for over 25 years. Long before the first “PowerPoint or Keynote” debate would come up.

The goal was to empower corporate workers, students, event organizers, and their audiences to visualize oral presentations, making them more memorable, articulate and concise. And that’s what Microsoft had helped PowerPoint users accomplish since August 1987 when it bought Forethought out—PPT included.  

However, advances in the technology have over time swayed chunks of PowerPoint users to Apple’s iWork solution, Keynote.

PowerPoint vs Keynote ✌️

But does Keynote make the best PowerPoint alternative out there or is Microsoft’s presentation design program still the top choice? To rest the Keynote vs PowerPoint deliberation, you’d need to lay out each one’s strengths as well as shortcomings.

That way, you know what to expect from each live presentation program and what each can do to help you fulfill your presentation design needs without wasting precious time and jabbing your reputation.

Shall we?

 

PowerPoint (PPT)

 

powerpoint-presentation-design

Currently the most popular presentation software, PowerPoint ships as a standard solution within the Microsoft Office Suite. Microsoft has also made strides to make the program accessible on the fly by ingraining it in the cloud-based suite Office 365 as well as a stand-alone app for mobile devices.

PowerPoint is uber-popular for several reasons.

 

Pros and Cons of PPT

PowerPoint Advantages:

Powerpoint-layout

However, PowerPoint is not squeaky clean.

 

PowerPoint Disadvantages:       

 

Keynote

keynote-presentation-on-mac

The presentation solution came to exist not too long ago and has since helped power Apple Keynote Events, Mac presentation software as well as IOS. Apple products’ enthusiasts praise Keynote for its fresh user-interface and perceive it to be more innovative than Microsoft’s presentation software.

But is it?

 

 

Pros and Cons of Keynote

Keynote Advantages:

Despite its visual and functional appeal, Keynote is not perfect either.

 

Keynote Disadvantages:

 

PowerPoint vs. Keynote: Live Presentation Software Usage Statistics

Keynote or PowerPoint usage statistics and market share are scanty to find. But in 2009, a Forrester study documented Microsoft PowerPoint had a staggering 95% share of the presentation software market.

 

But online Slideshare software and collaborative PowerPoint alternatives such as Keynote, Ludus, and Google Slides were yet to come out.

Prezi launched the same year. Currently, the online presentation software provider claims to have over 100 million registered users. But only about 8,000 of Prezi users are corporate customers.

However, Apple has bundled Keynote into new, shipping Macs since October 2013 while PowerPoint is installed in over 1 billion PCs worldwide half of which are estimated to be actively using PPT.

According to G2 Crowd, more corporate users prefer to use PowerPoint for business compared to Keynote as shown below:

stats-ppt-vs-keynote

 

PowerPoint vs Keynote: 271 reviewers prefer Keynote for professional presentations compared to 1,306 reviewers that prefer PowerPoint

 

 

 

Presentation Design Supporting Software

As discussed earlier, neither PowerPoint or Keynote is perfect, especially when it comes to creating graphics, photos, audio, and other objects to add zing and clarity to your presentation. So, what excellent presentation design tools can you use for that?

Here are some of the best presentation design tools.

  1. Canva

Canva is a comprehensive graphics design software provider. You can use Canva presentation templates to create refreshing PowerPoint or Keynote presentations. Besides, Canva has a font, photo-editing and color palette tools to help presenters create outstanding presentation graphics.  

  1. LiveSlides

With LiveSlides you can insert live web feeds into your presentation. The tool is available as an add-in for Keynote and PowerPoint. You can download and insert into your presentations to interact with your audience via Twitter feeds, engage them by embedding YouTube video, and even embed any website into PPT or Keynote slides.  

  1. Sketch

The company helps presenters to create authentic, memorable and modifiable presentations as a design toolkit. Sketch can also be used to prototype ideas into interactive designs. Users can also invite teams to collaborate on a design before exporting the file to PowerPoint or Keynote.

  1. Plotly

Want a presentation design app for displaying charts and graphs in Keynote or PowerPoint?

Plotly is a white-label data visualization tool designed to help executives, data scientists, customers and designers work in collaboration, and showcase their data in graphs—without any need for coding experience     

  1. Calligraphr

This Google Fonts alternative may be a good fit for you if you want to create custom presentation designs in the form of calligraphic works. With Calligraphr, you can download a template, modify it using your handwriting, and then convert it into a personalized font you can use with PowerPoint or Keynote.

 

PPT Format Compatibility with MacBook

One of the most frequently asked questions is whether a PC created PowerPoint file can run on a MacBook and vice versa.

Well, before the release of Windows 2007, PowerPoint for both Windows (2007) and Mac (2008) saved the presentation program’s files in .ppt format. Since then, both save PPT files in .pptx formats.

Still, both are not seamlessly compatible. Even trying to view a PowerPoint file on a PC—which was created on a Mac—scrambles the font and layout. Keynote also doesn’t support Visual Basic.

Moreover, converted files tend to have inaccurate timelines for animations. One way to solve such an issue is to find the best Windows compatible fonts for Mac and using those.          

As far as collaboration goes, Apple recommends uploading the file to iCloud or Box; other team members can then log into their respective accounts using PC web browsers so they can access the presentations you made in Keynote.

The Cupertino tech giant also put up a comprehensive Keynote/PowerPoint conversion checklist so you can find out what features Macs and IOS devices will maintain as you intended and which ones could distort.   

Another way to find in-depth presentation software insights to help you address issues such as compatibility and customization options is to see the best presentation design books around.

 

5 Bestselling Presentation Design Books to Learn from Now

 

1.     Presentation Zen Design: Simple Ideas on Presentation Design and Delivery

Garr Reynold’s 2007 presentation design staple teaches how people aren’t wired to listen while simultaneously reading blocks of text spewing out of a projector. Learn how to appeal to the six senses and make outstanding presentations: design, symphony, story, empathy, meaning and play. And then he teaches you how to do it. The 2009 edition explains how to use multimedia and video in your presentations.

 

2.     Slide:Ology: The Art And Science of Creating Great Presentations

Nancy Duarte leaves no presentation stones unturned here. She spills the type of presentation design techniques she used with her firm to catapult Al Gore’s film, An Inconvenient Truth, to Oscar-winning glory. Expect to grasp the fundamentals of turning ideas into brilliant graphics, as well as diagramming and sketching techniques to win your audience.

 

3.     The Visual Display of Quantitative Information

Sip it all in as Edward R, Tufte spews presentation design wisdom in this industry textbook. Not only does he make it clear block upon block of text kill the audience’s concentration, but he also explains step by step about how to integrate brilliant graphics, captions, data, legends into presentations to win your audience’s trust and undivided attention.      

 

4.     Visual Meetings: How Graphics, Sticky Notes, and Idea Mapping Can Transform Group Productivity

Whichever industry you are in, David Sibbet’s Visual Meetings will jog you towards using new presentation design and technologies to rejuvenate your presentations. He goes into detail about how you can use new media to create business success. Expect graphics recording, storyboarding, idea mapping, and graphics templates illumination by the time you are through.

 

5.     Beyond Bullet Points: Using Microsoft PowerPoint to Create Presentations that Inform, Motivate and Inspire

Resonating is the freeway to your audience’s minds and hearts. You want to present with razor-sharp focus, engage with confidence and communicate with clarity. Cliff Atkinson shares his collection of old-gold communication techniques and how to blend them into your PowerPoint presentation designs and delivery with resounding success.

Lame presentations inspire walkouts while powerful ones inspire action and command the room with clarity and pizzazz. With these books, you can learn what makes people tick, the anatomy of phenomenal presentations, and how to use modern presentation design software powerfully and effectively.

You can still follow the most powerful presentation design influencers to learn even more elaborately how to inject zing and nurture support in your presentations.

 

And who are these authoritative presentation design social media influencers to inspire you?

 

  1. Sondora SA

Find out how to get your presentations design mojo back. Learn from Sondora how to benefit from fresh and refined motion graphics, virtual and augmented reality creations that turn boring slides into lively, clear and seductive presentations. 

 

  1. Garr Reynolds

With over three presentation design books under his breathe—all acclaimed classics—Garr will inspire your creative buds to come up with authentic, resonating and actionable presentation ideas.

 

  1. Nancy Duarte

Nancy is also an accomplished presentation design geek who speaks lives what she teaches. She’ll show you to use presentation tools and new media to rock any target audiences.

 

  1. Cosmin Capitanu

The urban planner and freelance graphics designer’s work is only worth seeing, so:

Cosmin Capitanu

 

  1. Leo Leung

Fresh from Hangzhou, China, Leo’s specialty is in motion graphics and brand design, perfect presentation designs to incorporate into your modish PowerPoint or Keynote files.

presentations-Leo-Leung

 

  1. Shawna X

Exemplary creations on and offline make it easy to understand how Shawna has worked with Fortune 500 companies like Nike and Adobe to create genuinely exceptional illustration and visual designs.

 

  1. Velvet Spectrum

Discover how over 85,600 followers found themselves in the velvety spectrum. Original. Bold. Concise. Words to live by.

 

Conclusion

A great Keynote or PowerPoint presentation design can help you educate with authority and clarity, engage with confidence and punch, and entertain in one swoop. The result is a successful presentation that is not only memorable to the audience but one that encourages action, whatever your call to action.

A presentation is both an art and technical science you’ll want to master if you are to craft great slides that compel effortlessly and affordable without tossing your reputation to the curb.

 

This Presentation Design Agency in Switzerland Can Help

Sondora is your one-stop PowerPoint presentation design agency. You can also visualize out your wildest Keynote presentation design needs, and Sondora will work them to reality without you lifting a finger.

Expect a team of fresh talents and experienced presentation designers ready to help you inject life into your presentation software. Whatever your needs: motion graphics, virtual reality, augmented reality, or custom illustration and branding design.

Hit contact and see for yourself. 

How to Generate 3X More Leads in 5 Weeks On LinkedIn (Step-By-Step and Without Spending a Fortune)

Learn the 5 ways how LinkedIn marketing pros generate up to 200 leads a day using very actionable steps (Even if you are new to LinkedIn)

Social media marketing is a necessary and highly successful approach to raising awareness, generating leads, nurturing and converting B2C leads to customers. But can the same be said of B2B lead generation? If you answered “No” to that question, you might be missing one of the best B2B lead generation platforms of the decade.

But it is not your fault. Like many B2B marketers, you might have thought LinkedIn as the largest resume platform in the world—and not much of a powerful lead generation accelerator.

Many marketers have traditionally thought of LinkedIn as a prospecting, hiring and one-dimensional advertising network. There is more to LinkedIn than posting work histories.

Here are a couple of LinkedIn marketing statistics every marketer—digital or not—will find interesting, for example:

how to use linkedin to get new prospects

Are you taking full advantage of LinkedIn to generate new business?

This guide is dedicated to helping you discover powerful ways to turn your LinkedIn lead generation strategy on and accelerating to 100 to 200 leads a day in 5 weeks. The key to getting there is to not only read the insider information packed herein but to also go ahead and consistently practice what you’ll learn.

 

5 Powerful Ways to Triple Highly-qualified LinkedIn Leads in 5 Weeks to Grow Your Business

But, before we get right to it, how about finding out why you and your business need LinkedIn. Here are incredible LinkedIn statistics in 2018 demonstrating why LinkedIn is important to your business and digital marketing strategy altogether:

That said, there are ways to attract more, highly-targeted and qualified leads on LinkedIn.

 

1.   Use Keyword Research to Hone in On Your Target Audience

The first step to zeroing in on the most profitable LinkedIn market is to identify your LinkedIn target audience. Is that easy to do? Not according to the 42% of marketers who do not know how to gather the right data to kickstart targeted campaigns. Neither is it impossible or even that difficult.

The simpler way to understand your LinkedIn target audience is to start by listing down a number of keywords that interest people in your niche or those that have similar interests and goals. Then you’ll want to use LinkedIn Search to search your keywords among groups that identify with your keywords. Feel free to use as many highly relevant keywords as you can find.

While keywords are popular for SEO purposes, they are also psychological triggers. That means LinkedIn users are more likely to join a group using a specific keyword that they are interested in.

For example:

Searching “Healthcare” will turn around results specific to that niche including healthcare pages, companies, and groups on LinkedIn.

It is all about specificity. And groups that use specific keywords in their names attract like-minded professionals working or conducting business in that niche or industry.

 

2.   Create What Your LinkedIn Target Market Wants

This is important.

You do not want to assume your target audience wants what you think they want. But keenly following up on the types of questions asked, posts that get the most views, thumbs up and comments, for example, you can understand what they truly want.

You want to use that insight to create on-demand lead magnets. Those lead magnets will seek to offer a solution to what is keeping many groups’ members awake.  

Remember to monitor several groups. The more you do the higher the likelihood you’ll create an ebook, report, article, or other lead magnet form that appeals to multiple groups’ members.

You’ll need the lead magnet in the next LinkedIn lead generation acceleration step up next.

 

3.   Join Powerful LinkedIn Groups

LinkedIn Groups is a neat, powerful feature many B2B marketers are still to take full benefits from. You can join up to 50 LinkedIn groups. On the Search filter tool, select “groups” and then key in your keyword to find targeted groups to join.

You’ll want to join the groups that have:

The point of joining LinkedIn groups is this:

By offering valuable insights, you’ll master a most important LinkedIn marketing technique: organic LinkedIn traffic generation.

And how do you do that?

 

a.     Initially, Do Not Focus on Selling on LinkedIn

LinkedIn users are business people or professionals that can see through your sales pitch from a mile out.

Moreover, unveiling your selling agenda too early—without making considerable effort to offer answers, spark valuable conversations, and such—will discourage group members from trusting you. Group owners can delete your membership and ban you for that, as well.

The larger problem with that:

If you are banned from a group and labeled a traffic pest or spammer, LinkedIn will ban you from other groups or joining others, too. That would be the end of your LinkedIn marketing road as far as this guide is concerned. And you do not want that.

 

b.    Contribute Meaningfully

Dedicate yourself to commenting only. You’ll want to do that for 2-3 weeks—without posting any lead magnets or links to your product/service or website. The point is to offer valuable information that will increase your credibility, authority, and grow your influence as a knowledgeable contributor and solutions provider.

Here’s the benefit:

LinkedIn group owners have to approve comments before the posts can go live. An owner who sees you offering valuable insights for free for over 2 weeks is likely to set your posts to auto-approve.

That means your posts would no longer have to peg in pending status before reaching the larger target audience within LinkedIn groups you have joined.

 

c.     Promote Sensibly

As your posts auto-approve, and you continue to offer useful insights, more group members are likely to be aware of your solutions provision capability.

Now you can post a lead magnet.

Choose to use this tactic once per week or bi-weekly.

No spamming. No group bans.

Be sure to include a specific call to action with or within your lead magnet. But you can also post a link for interested members to follow if they want to download a relevant resource such as an ebook for a specific solution they seek.

It could be a link to a dedicated landing page or website homepage—not the product or service pages, which are too direct.

The whole point is to get potential leads to your website, provide their contact details to get the lead magnet (such as a niche survey or special report), so you can follow up with your marketing system in future.

Keep in mind, 63% of website visitors are not ready to buy yet (Marketing Donut).

 

4.   When is the Best Time to Post on LinkedIn?

HubSpot found the best time to post on LinkedIn is 5-6 pm, Tuesday through Thursday.

generate leads on linkedin calendar lead genearation in lugano

Source: HubSpot

 

There is more…

In the US, for example, you’d want to post during Central and Eastern Times because most people live in the CT and ET time zones.

To get the most LinkedIn engagement, you’ll want to post between 4 pm and 5 pm on Wednesdays, according to a Sprout Social LinkedIn Global Engagement study.

 

Source: Sprout Social

 

To boost LinkedIn post shares, the best time to post is 1-2 pm ET. And for optimal clickthroughs, 7-8 am, noon and 5-6 pm will help convert interested group members to highly targeted leads.    

Moreover, LinkedIn sends a Daily Digest email of groups’ daily activities. You can get featured on it and broadcast your message to an even more targeted and larger audience by posting your content between 8 am and 9 am US Eastern Time.

That means more targeted views and potential clickthroughs to your lead magnet (and ultimately your website) from thousands of group members and LinkedIn network professionals—millions of which are decision makers at their company.

Powerful.

 

5.   Getting Leads by Creating a LinkedIn Group

Better yet, you can create a LinkedIn group. LinkedIn allows you to create up to 10 groups free of charge. If you choose, you can create an additional 20 sub-groups under the main group—a sub-niche under each of the 10.

Creating a LinkedIn group is important for several incredible reasons—even better compared to joining owned groups.

You will have privileges you would never have as a joining member.

how to create a linkedin group to get new prospects

How is that?

There are only a few things to keep in mind (and these are important):

You can, once in a while, promote your product or service. You can add a link to a lead magnet or lead capture page within the Welcome Message.

Also, you can share group roles, responsibilities and restrictions in the same email message.

Here, you want to discourage spamming, irrelevancy, and outright chaos by letting everyone know what is expected of them. That is to help preserve the integrity and authority of the entire group for longer.

If you want, you can use a moderator to keep things clean and professional in the group.

However, only post offers that are highly relevant to most members’ need to solve a specific problem. You do not want to push members away with incessant sales messages. And neither do you want members to feel like the group is all about you or your offer other than a networking community.

The latter reason is also why it is not recommended to use a business name, logo, or contacts when naming your new LinkedIn group. Again, LinkedIn is a professionals networking platform.

You have busy professionals that are looking for ideas, inspiration, networking, solutions, and so on, within a community of like-minded or similarly-interested pool of professionals. Branding your business in their face at every opportunity will be overkill.

The goal, like when you join owned, top groups on LinkedIn, is to connect, offer valuable information, brainstorm, and solve problems.

That builds engagement—and organic LinkedIn traffic to your lead capture system.

And increasing LinkedIn engagement will not only have current members sticking around, but they are also more likely to refer other professionals in their circles to the group—technically, your group.

That would mean more warm leads that are likely to opt for your lead magnet or offer and convert to buyers.

Want to find out how to create a group on LinkedIn?

Watch this:

Notice how the group name doubles as a pre-qualifier? HubSpot reported 44% of marketers do not verify leads to filter qualified leads, which is imperative.

To boost your LinkedIn group engagement and encourage group growth, you can find valuable resources such as the LinkedIn Company Page Playbook and borrow inspiration from the top company pages on LinkedIn.

 

Conclusion

Using LinkedIn to generate highly targeted leads is a powerful approach to boost your lead generation strategy in 2018 and beyond. Thousands of more professionals are joining LinkedIn every other day.

That means the above LinkedIn lead generation techniques can help you to successfully triple or generate between 100-500 leads every other day, well into the next couple of years.

After your initial “contribute meaningfully” two-week stage, you can use a relevant lead magnet to implement in the following three weeks.

Remember, this is not a magic LinkedIn lead generation technique. You are going to want to practice the LinkedIn marketing tips herein to grow your email list and ultimately increase your sales.

 

 

GDPR: Making Modern Privacy Much Secured

The General Data Protection Regulation (GDPR) is a regulation set by the European Parliament, the European Commission and the Council of the European Union.

GDPR is a way to strengthen data security for everyone in the EU. The benefits of the regulation help address personal data exportation outside the EU as well, as long as the individual originally resides in the EU.

This modern program aims to provide private control for every data that an EU citizen and resident owns. It also simplifies the regulations that international businesses needed to follow as GDPR unifies these international businesses within the EU. The regulation will replace the Data Protection Directive of 1995 once it becomes enforceable on May 25, 2018. Thus, non-compliance with the regulation will cause huge costs to the companies.

 

 

A Brief History of GDPR

GDPR was nothing more than a proposal six years ago, on January 25, 2012. An orientation vote for its approval was held on October 21, 2013 – with the European Parliament Committee on Civil Liberties and Justice and Home Affairs who held the vote.

On December 15, 2015, negotiations between the European Council, Commission and Parliament began in order to push the implementation of the program. Its positive outcome has finally set things in motion for its adoption. But still, it would go a lot of procedures.

Eventually, the GDPR was adopted by the European Parliament on April 14, 2016, as an effort to replace the Data Protection Directive of 1995 since the former regulation was too outdated. This year, its implementation shall apply from May 25.

 

How Will General Data Protection Regulation Benefit The Public?

The GDPR is a promising regulation that will surely make data comfortable enough to become a part of every EU citizen’s lifestyle. It was proposed in the first place to resolve the concerns of the public over information privacy – knowing that the internet was still brand new to a lot of people in 2012. It was proposed just in time when the internet became an extended establishment for businesses and when consumers began to exploit the advantages of e-commerce and online marketing.  Over time, data breaching has gotten stronger, and that can compromise a lot of information to a lot of people.

 

 

Strengthens Data Protection

Nowadays, data usage is very valuable. Banks, government and parliament agencies, as well as many businesses have transitioned on the internet for its convenient and user-friendly features. Hackers nowadays can possibly steal high-profile data from businesses and other offices through the use of computers and phones.

An RSA survey has proven this fact. It was able to conclude that consumers are scared about the lack of protection in the data they provide. RSA was able to conduct a survey of 7,500 consumers/respondents in France, UK, Italy, Germany, and the USA. 80 percent of the respondents said that financial data is a huge concern, next to stolen banking data (e.g. credit card information). Lost security information such as passwords and other identity data such as licenses and passports are also cited as concerns for 76 percent of the surveyed respondents. It also noted that 62% of the respondents said that they will blame the company and banks for lost data. Thus, it will also affect government offices for stolen identity if the data regulation is as weak as the one implemented in 1995.

The lack of trust in some neglectful companies has also caused consumers to make their own strategies. The survey also indicated that 41% of the respondents are willing to falsify data when signing up for online services. Unwanted marketing and reselling of data is the root concern of this response from the consumers. 27% of the US respondents even mentioned boycotting a company or employer if data protection is neglected.

Every Precious Data Will Be Protected

Based on the results, the GDPR could be a huge requirement in our modern era in providing data security. The GDPR is well-prepared as it can protect private data such as the following:

 

 

Implemented For the Majority of Businesses in the EU

The GDPR will also affect all companies who collect personal information within the EU. This even includes employers. Thus, all of these types of businesses must comply with its requirements and rules. Otherwise, legal sanctions will be implemented. The following criteria can help a business become more accepted by the new regulation:

 

A Well-Regulated Public Service

The GDPR contains several roles that ensure its compliance. Staff such as the data controller, processor, and protection officer are the ones that will regulate the companies.

A data controller will be monitoring if outside contractors will comply with the regulation. Data processors will be internal staff that will observe, maintain and processes personal records and outsourcing companies who will also handle the personal data. The GDPR will hold the processors as liable for any breaches and non-compliance. Additionally, the company and a data processing party such have a cloud service can also gain liability as well.

A DPO will be designated to oversee the security being done to the collected personal data. All companies under GDPR will require a DPO when processing large amounts of data. However, some public services such as law enforcement can gain an exemption due to very sensitive information.

 

 

Beneficial For Businesses

GDPR is truly beneficial in this modern world not just for the citizens, but for businesses as they can also get their data misused. The regulation places equal liability on data controllers and processors.

Note: Third-party processors who are also not in compliance will need to comply with the regulation.

 

As Important As How We Use The Web

You can also say that GDPR is stricter than the old data regulation. But that’s just the way it is since data regulation never got an update for more than two decades. However, one thing is for sure: data usage is very valuable. That’s why this regulation was proposed in the first place. Once again, all these will be implemented by May 25, 2018. Thus, companies should prepare their requirements while there still some days left.