Nicolas Carozza

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How to Structure Effective Content Marketing

What is Content Marketing?

Effective Content Marketing strategically connects your brand with your audience by providing valuable or interesting content for them regarding your product or industry. From a constructive standpoint, there are several ways to go about it. Some content attempts to educate the audience by giving them information relevant to the product or service. Other types of content provide a solution to a specific problem the customer might have, while other forms are more creative and attempt to attract the audience through the use of stunning visuals or humor. Regardless of its format (text, visual, audible), ultimately the goal of your content is to generate a purchase or to create prospects. Keep in mind that you should not be creating content just to entertain, effective Content Marketing should lead the audience on its path to purchase, and it should have some sort of a business purpose ALWAYS.

How to Effectively Structure Your Content?

Being able to create interesting & valuable content can sometimes be challenging and requires a well-thought-out strategy. Whatever form you choose to create your content it will most likely depend on what business/industry you may be in. Regardless of how you go about it, however, there are some general structure guidelines that are worth sharing with you in order to successfully deliver your messages. Sonia Simone of Coppyblogger has some amazing insights regarding content structure I would like to share with you: 

  • Capture the attention of your audience: Effective Content Marketing relies heavily on being able to capture the attention of your audience in the first few seconds. Having a catchy headline and furthermore making sure the first couple of sentences attract the reader is crucial for them to continue to engage with your content. Once again, providing humor or mentioning a problem they might have can attract your audience and entice them to continue engaging with your content. 
  • Have a single point: Make sure your content has a specific point to it. Whether it be to inform the audience in order to make a purchase or to interact with them in some manner in order to get closer to your brands, make sure there is an end goal that is clear. 
  • Have a call to action: It is important that your audience has a clear understanding of what they should do after engaging with your content. Whether it be a purchase, a subscription, or whatever it may be, your audience should understand what their next step should be in the path to purchase. 

Put It Into Practice

Hopefully, this information will serve you in the future when creating your own piece of effective Content Marketing. By creating that connection with your audience through engaging or informative content, you will be one step closer to guiding your customers down the Customer Journey. I hope you have enjoyed this entry and found it useful. Feel free to connect with me on Linkedin or place a comment below!

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How to Create an Effective Brand Message

“Just do it”. One of the most recognizable brand messages worldwide. Nike has developed throughout the years a powerful brand and this message to go along with it, which not only is part of their advertising campaigns and used throughout the company stores but also describes what the company values are. In addition, it is a message that is focused on the company’s target audience (sports enthusiasts and fitness-focused individuals) and encourages them to “just do it”, to do what it takes, and go that extra mile! This is a perfect example of what a brand message should be all about: catchy, concise, and something that ultimately defines what the brand is all about. So what makes up a great brand message? Let us go over some tips so that you can develop your company brand message effectively.

Connect with your audience:

One of the most important aspects of creating an outlasting brand message is the connection to the brand’s target audience. Whatever the message might be, it must be aligned with the overall brand image. Having a brand message that is fun and goofy would probably not make sense if you are selling life insurance, for example. Having a connection with your target audience is key for a message that will resonate clearly with them. 

Make every word count:

Because brand messages are brief, you must be able to make all of the words count! Create a message that is both concise but also delivers the values and qualities your company possesses. Make sure that whatever phrase you come up with defines what the company is all about, making every word stand for something unique within it.

Make it memorable:

Most of the brand messages you will remember are so because they are catchy and convey emotion. Try your best to create something that generates the same feelings as some of the recognized brand messages out there. This can be considered the most challenging step as it is sometimes difficult to create something original and relevant. Remember, though that most of the famous phrases were not thought up over a cup of coffee, they are the result of careful planning and analysis; and certainly not a simple task to do. Take your time and be patient.

Conclusion:

Having a strong brand message not only delivers a powerful phrase to your target audience about who you are and what you stand for but also conveys emotions so that they can relate to your company. Having a catchy and relevant brand message can be a powerful asset and can generate an everlasting connection with your customers. Hopefully, these tips have gotten you closer to creating an effective brand message for your company. If you found this branding information interesting, make sure you check out my prior blog on how the Brand Resonance Model can lift your brand. I hope this information was useful to you and would love for you to continue to follow along for more useful marketing tips. See you next time!

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Using the Break-Even Formula to Determine Profit

For any business, knowing how much sales are needed in order to turn a profit is essential. Obviously, a company must generate a profit in order to be effective. By calculating the break-even point, you can determine if your company is profitable or not, and how much revenue or units sold you need in order to be so. 

The break-even point is referred to as the point at which your total revenue equals your total cost. Any revenue gained beyond that point is considered profit. This break-even analysis using revenue is called revenue break-even. Keep in mind, we can also do this calculation by swapping revenue for units, determining how many units we need to sell in order to be profitable. This analysis is called unit break-even.

Now let’s put the calculations into practice by using this simplistic example:

Let’s assume you own a burger joint and want to know how many hamburgers you need to sell in order to make a profit. You determine that each burger costs you $5, your selling price for each is $10, however, you also have monthly fixed costs of $5,000 for rent, the cook’s salary, and some advertising.

Let’s determine where your unit break-even point is:

Breakeven (units) = Fixed costs/ (Selling Price – Var. Cost)

Breakeven (units) = $5,000/($10-$5)

Breakeven (units) = 1,000 hamburgers 

Therefore, you would need to sell 1,000 burgers to break-even. Any burgers sold after that would be considered profit.

We can take this a step further and calculate our revenue break-even:

Breakeven (revenue) = breakeven units X price 

Breakeven (revenue) = 1,000 X $10

Breakeven (revenue) = $10,000

Therefore, you would need to sell $10,000 to break-even. Any dollars earned after that would be considered profit. 

Time to put it into practice yourself:

You now have the tools necessary to determine whether your business is profitable or not and how much revenue or units you need to sell in order to do so. It is true that this is a simple example of how to calculate break-even and more complex businesses will have more numbers to take into account. However, the calculations are the same. Hopefully, this lesson will have gained you the knowledge necessary in order to determine if your business needs some adjustments!

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How the Brand Resonance Model Can Lift Your Brand

Having a strong brand is essential to every business. Not only does a brand help a company have a unique identity that makes it stand apart from its competitors, but it can also create a distinct connection with its customers. We previously talked about the three steps to build a successful brand strategy, which is a must-read if you have not done so. This week, however, we will be looking at a more customer-focused approach to brand building. The Brand Resonance Model takes a much closer look at the connection between the brand and the customer, with each stage building upon the last, ultimately leading to brand resonance.

The Four Steps of Brand Building:

Building a brand that can create a powerful connection with the customer, leading to loyalty and continued purchases takes into account several steps. The reason why this model is so effective is that it emphasizes the importance of the previous steps in order to reach the last. As mentioned before, each step builds upon the previous, and cannot exist without it. This is why the Brand Resonance Model takes the shape of a pyramid.

By taking a closer look at each step we can begin to understand how the model works:

Brand Salience: This is the lowest section of the pyramid in which we establish a connection with the customer through the most simple way. The customer knows our brand exists and what needs of theirs it can satisfy.

Performance & Imagery: In this next step we begin to develop an identity through primary and secondary features regarding our product or service, its price, and its design. In this step we begin tailoring our brand towards a specific target audience as we move up the pyramid. 

Judgement & Feelings: This step closely related with what emotions and feelings our brand conveys. Not only are people judging our brand based on the quality of our products or our credibility as a company, but also there are certain feelings that are generated when they think of our brand. You can probably think of certain brands that convey a serious tone vs. a laid back one. 

Brand Resonance: This final step of the pyramid is the ultimate goal for the brand, where we have achieved customer loyalty and engagement with your company. Our customers know exactly what the brand stands for and what they can expect from it.

Conclusion: 

Now that you are more familiar with the Brand Resonance Model, you can begin to apply it yourself. You can use this template to analyze the connection between your customers and the company, taking a closer look at each step within the model, adjusting your strategies at a certain point if necessary. By taking a customer-focused approach, you are more likely to have a deeper understanding of your clients’ wants and needs, ultimately leading to a stronger brand and a more successful business!

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Free Census Data for Smart Business Strategies

Whether you are looking to start a new business, expand an existing one, or simply looking to make certain adjustments within your business strategies, the US Census Bureau offers countless amounts of data regarding your community that can help you out. More often than not, consumer data for businesses come at a charge supplied by corporations like Nielsen or IRI, however, the Census data is absolutely free! Demographic and economic data starting from the national level, all the way down to specific district information, is available for anyone to access at the click of a button. Let’s go over some of the basics so you can get started searching for information.

How to access data:

Let’s say you would like to access income levels within your county (Miami-dade).  

Go to data.census.gov in order to search the Census database.

  1. Use the search button to look up specific data, for example, income levels.
  1. The search will bring up different types of information regarding your search for income levels. For this example, we will click on the first result, explore data, in order to access median household income in the United States.
  1. The results are the median household income for the entire United States, however, we would like to condense our search to show only Miami-Dade county. In order to do so, we have to click the “customize table” button at the top right of the screen.
  1. By clicking on the geography button we can choose to filter the data by county and enter both the state (Florida) and the county we wish to look at (Miami-Dade).
  1. Once you hit the close button you will see displayed the household income data for Miami-Dade county.

Tip: You might want to dive deeper into the information regarding the county for example. By clicking the map button you can access additional information regarding the location chosen which includes things like population, ethnicities, employment, business counts, and several other data that might be useful. 

Now that you know the steps in order to access the Census data, you should take advantage of this opportunity. As mentioned previously, consumer data usually has to be purchased, and having this free source of information is incredibly useful. By having access to specific information regarding your community, whether it be demographic or economic data, you are one step closer to making smart business strategies!

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3 Steps for A Successful Brand Strategy

Nike, Apple, Gucci, Starbucks. What do all of these companies have in common? They all have outstanding brand equity! Brand loyalty is so elevated that their customers are willing to pay a premium only to be associated with the company, regardless of the product itself. The higher the brand equity a company has, the less likely their customers will turn to their competitors. Ever meet someone so obsessed with their Nike shoes that you never see them wearing any other brand? How many Apple fanatics you know of that have purchased all of their products regardless of their elevated prices? This is the power of having a strong brand! Regardless of your personal opinions on their products, one thing is for sure: the logo sells itself. However, these companies did not get to where they are by mere coincidence. Developing a brand takes time and thoughtful planning.

A successful brand strategy takes three steps:

  1. Segmentation: Being able to identify and separate the various types of customers is crucial. The only way of having a clear understanding of your audience is by segmenting them into groups determined by different factors. Keep in mind that there is no clear-cut way of separating customers into groups. An option is to segment based on where customers live for example, or what income level they are in. However, it ultimately depends on the product or service that is being provided and how that segmentation relates to it.
  2. Targeting: The next step is to evaluate the several groups and determine which is the most favorable to target based on a company’s SWOT analysis. It is important to note that although the group that the company should focus on depends on the SWOT, being able to fulfill this group’s needs is critical. Many times companies attempt to target customers who they are not able to attract due to the business’s characteristics. The customers must be attainable by the company!
  3. Positioning: After the target group has been chosen, the company can begin to position itself in a manner to attract this specific audience. The business must develop and implement marketing strategies that cater to the specific needs of this group. This is when Consumer-Based Brand Equity comes in. This tactic takes the perspective of the consumer in order to understand how they feel about the brand in order to implement strategies to strengthen that connection. Being able to understand the customer’s needs and feelings towards the company can lead to more successful marketing efforts. 

Hopefully, this has brought you closer to understanding what a successful brand strategy looks like. These three steps, if followed correctly, should lead to a stronger brand. However, keep in mind that the branding process takes time! The companies mentioned above took several years, some even decades, to get to where they are at. Although it might be farfetched to aspire to develop a brand of the sort, the point is that branding is not done overnight. However, with proper implementation, a well-developed branding campaign will surely reap rewards in the future!

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Social Media Marketing amid the COVID-19 Pandemic

We find ourselves at a time of crisis and uncertainty. Never before have we seen a global lockdown of this magnitude. Even in countries with relatively few cases of COVID-19, there are strong measures in place due to worries of the virus spreading uncontrollably. Not since 9/11 have we gone through a time of so much fear and doubt towards the future. Even with talks of measures being lifted soon, it will likely be an extensive process, with several industries being shut down still for the near future. So how can businesses survive this turbulent moment in time? 

Yes. We are living in a time of social distancing like never seen before. But we are also living in the most interconnected time our species has ever been through. The power of the internet, and more specifically social channels, have connected us in ways we never thought possible. While we are physically separated, our technologies have brought us closer than ever before. It is our job as marketers to use these powerful tools to help our businesses adjust, evolve, and create influential stories!

Maria F. Zegarra, Marketing Manager at Florida National University 

“Social media has been on the rise for many years now, but the way it has brought out the best in many businesses during these difficult times is truly astonishing. For my company, we have tailored our content to be creative and engaging for all those we know are currently home staying safe. Things such as “At home workouts” from our athletics team and “Things to do while at home” have been the most engaging content we’ve had all year! Instead of focusing on the hardships, I think it is a great opportunity to get creative and gain all those followers back.”

Marcos Sotelo, Online Marketing Manager at Nettwerk Music Group

“While people in general might not be commuting as they did before and their attention is now more focused on news, digital interaction other forms of media streaming, fortunately Nettwerk’s cult and more personal artists have not lost the public’s attention as the more mainstream music industry has. The biggest change during these COVID-19 times has been the obvious shift from live concerts to live streaming from digital social platforms in order to keep their audiences engaged. This transformation has also brought our artists close to their audience in a time where social distancing makes it impossible to have a public gathering .”

Gabriel J. Peralta, Digital Marketing Manager, 3D Dentists

“Currently, there are more people online than ever before. This is because they are trying to stay connected with what is happening, with their families, friends, and fellow coworkers. Despite the size of the company, consumers have always been there for us. It’s time for us to be there for them by providing factual information and entertaining content to alleviate fear and anxiety. Doing homemade videos to engage with your consumers about your products and services will help you grow your business. Perhaps, not at this moment, but soon once we start getting back to normal.

Listen and respond to your audience’s concerns. Staying connected shows that you care about them. You don’t need an account for every social media platform, but it’s important to share valuable content to your audience exactly where they are: online.” 

Lin Humphrey, Ph.D. Professor of Marketing at Florida International University. 2011 Global Mobile Marketing Academic of the Year.

“Brands can definitely use social media during the COVID-19 outbreak, but it’s critical that the posts are a) relevant; b) empathetic; c) serve a greater good. Restaurants that have pivoted to selling groceries to pay their suppliers and help consumers with food shortages or deliver meals to medical first-line heroes are doing a fantastic job. Pushing a deal or launching a product will probably not resonate with consumers during this time.”

Paul Barron, CEO/Founder of Foodable Network LLC, award-winning author, entrepreneur. 

“The restaurant industry is in the biggest shift it has ever faced in its 50+ years of existence. The operators we know today will no longer be what we know as the elite of the restaurant business in the future. Instead, it will be a new breed of operator that will shepherd in a new era in foodservice.

The next era of food will depend on the message and ability for operators to take social and content (storytelling) to a level they have never experienced. Consumer confidence will weaken for years and the only salvation of our industry will be not only changing how we operate to serve but how we tell the story. This era will yield the greatest business story ever told!”

Conclusion –

Social media platforms can get us closer to our customers than ever during these difficult times. Now is the time for companies use to take action and create connections in ways they hadn’t before, both through empathy and creativity. It is also a time to figure out ways to deliver messages that are both informative and comprehensive of everyone’s challenging situation. Being present online, answering questions, or sending out a heartfelt message can go a long way. Showing kindness and creating positive connections will surely benefit our companies in the future. Lets use our social platforms to help us deliver these messages.

Yes, social distancing measures are hurting our businesses, however, marketing our companies through social platforms can offer certain solutions. It is crucial that we as marketers find ingenious and smart ways to create a connection with our customers, using social media as a channel to convey our stories. Whether it is an online concert or a live chat, we need to get creative and show clients we care and are present during this stressful situation! They will thank us in the long run. Whatever the future holds for us is uncertain, and that might be a scary thought, but let’s not fear the challenges we face, but rather use them as an opportunity to grow and take our storytelling to another level!

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Ask the right questions: Effective survey questions

An excellent way to gain insights from your customers is through surveys. This is an excellent method of gaining important info that can be used to interpret clients’ thoughts and feelings about the business or a specific product or service offered. Although the idea of creating a survey might be overwhelming, you don’t need to be a professional marketer to create an effective survey. Keep in mind, however, that improper or poorly worded questions can lead to incorrect data, which in turn can lead to wrong business decisions. Understanding what questions to ask and how to format those can lead to an effective survey. By following this simple guide, you will be able to ask the right questions and gather the data you need in order to make clear business decisions.

Survey Questions Types

There are three types of questions, each with their own subsections:

  • Open-ended – This is when the respondent can write down their own answers. Use this format when looking for specific customer input. Depending on the structure of the question and what information you are seeking you can expect to see shorter or longer responses. 
    • Unaided
    • Aided

Example: “What brand of toothpaste do you normally buy”

  • Categorical – This is when a question’s response is divided amongst different categories.
    • Dual choice
  • Multiple choice

Example: “Q: What brand of computer do you use? A: 1.Toshiba 2.Apple 3.Dell 4.HP 5.Other ”

  • Metric – This type of question looks for an answer based on a scale. 
    • Natural – Responses are a number that is appropriate to what is being measured.
    • Synthetic – Uses numbers to describe value.

Example: “Q: My buying experience was. A.1.Very bad 2.Bad 3. Neutral 4.Good 5. Very Good.” 

Conclusion

Although these are only a few examples of the types of questions that can be used in a survey, it is useful to analyze the different types in order to more effectively create questions that will gather the data you need. Check out this article by Zapier which introduces a simple guide to ask effective survey questions. By dissecting the various types of questions involved within a survey you can more effectively construct them and acquire the data you need in order to make sound business decisions! 

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Create a new WordPress site in 4 easy steps!

Whether it is for personal or professional blogging, promoting your business, or selling your products, having a website is essential. But what if you don’t currently have one? Building your own website from the ground up can be daunting, especially if you have no experience in doing so. There are many moving parts that must work perfectly together for your website to be functional, and this sometimes can get complicated.  Thankfully however, you no longer need to be an expert in coding to do so. Thanks to platforms like WordPress you can be up and running in few clicks. Follow these easy steps to create your own site in no time.

  1. Buy domain and hosting: In order to create a website these two are essential. A host is the server in which your website’s data is stored. A domain is your website’s name/address. (www.nicolascarozzamkt.com). There are several host that you can choose from. Here are some popular ones: Bluehost, HostGator, InMotion, GoDaddy. Once you have set up your host you can use their site to purchase your domain if it is available. Make sure you install WordPress to your host in order to use it.
  2. Choose a theme: Once in WordPress choose a theme that works for you. There are tons to choose from so go with the one that best suits your needs! Go to the left tab and click on appearance à themes to do so.
  3. Get Plugins: Plugins are what make your website come to life. They extend the functionality of your site and can add new features to it. Make sure you check out Camille Vogl’s 7 most important plugins to start with for more insight as to which ones you should download.
  4. Create content: This is where the fun begins! Create your content. Whether it is your personal blog, or a shopping website, begin by creating basic pages and continue by linking them together. Remember, a well-structured website links the pages within it for optimized navigation. Also consider linking to other people’s website as this helps your website rank higher in Google search engine results.

With these 4 easy steps, you will have created your own site. Congratulations! See…that wasn’t so hard! Make sure you continue to add content regularly as to continue to generate new website visits!

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3 Marketing Communication Modes for a successful restaurant

For many business owners or managers like yourself, understanding the power of communication with the client is essential for success. More times than not, you are busy with the ins and outs of running your store and you might overlook this crucial part of your business. However, you must give it the importance it deserves. Communication is key! Understanding how to effectively reach your customers, persuade them to buy your products, and analyze what they think and feel about the overall experience you deliver is basically what determines if the client comes into your store and if they decide to come back. If you want more people walking in through your doors you must be able to reach them in the correct manner. However, the question you might ask yourself is, “what is the most effective way to reach out to them?” Here are some Marketing Communication modes that can be easily implemented and will have an enormous impact on your restaurant!

Advertisement

Advertising is the most common mode of marketing communication. As consumers, we are all exposed to this type of communication whether it be billboards or TV ads that persuade us to buy certain products. It certainly is an effective method to do so and should be used if your budget permits. In the case of a restaurant or any other food business that deals with the general public, digital media and social media channels are an efficient way to reach new clients. Think about how much time your clients spend on their cellphones every day and how much of their decisions rely on what they see on Yelp, for example. Instagram is also another platform that customers often refer to and one you should be looking into. If you need further insight as to how you can advertise through Instagram, as well as some amazing examples that can guide you, Ryan Andrews, Director of Marketing at Eat App, has written a guide that can help you. Keep in mind that if you are not using any digital platforms to advertise your business yet, you should consider allocating money to do so. You can also keep in mind more traditional channels, such as print. Local billboards, magazines, or even radio can help promote your store as well.

Promotions

The second Marketing Communication mode that you should explore, if not already implemented into your business, are sales promotions. These are short-term incentives that are used to encourage your clients to buy your products. This is another method you are most likely exposed to often on a personal level. Think of deals at a clothing shop or coupons for a supermarket! One easy you can implement this is by giving out samples of a new product to people passing by your store. This is a brilliant way for people that have never been exposed to your products to try them, free of charge, with hopes of them evolving into your customers. Coupons and discounts are also helpful to boost sales and can apply for both new and existing customers. Keep in mind both of these sales promotions can have a powerful impact in your customer reach and you should prepare accordingly for a larger crowd.

Research and Listening

The final mode that we will be touching upon is research and listening. It seems so incredible that some business owners or managers don’t pay enough attention to this communication mode and fail to understand the importance it has on the success of the business. The feedback received from your customers is just as important, if not more, than your outgoing messages themselves. Being aware of what people think and feel regarding your company and your products is key. Have you ever heard of the expression “the customer is always right”? Although I don’t personally believe this is always the case, the phrase is trying to explain the importance of customers’ feedback. In the case of a restaurant or small food business dealing with the general public, you might want to pay close attention to Yelp reviews, as well as other similar platforms. Customer feedback regarding your store is directly posted on these for everyone to see. It’s crucial that you evaluate your client’s opinions, whether they are positive or negative, and address them in the proper fashion. Where some time ago you would have to rely on word of mouth to collect this feedback, it is now at the touch of a button, and you should be exploiting it to your benefit.

Conclusion

Advertising, sales promotions, and research and listening are three crucial marketing communication modes you should be implementing into your restaurant. Keep in mind, however, that these are plenty more communication modes that can be used. Check out Steffani Cameron’s article which further explains and goes deeper into the various methods of marketing communication you can apply for your business. Remember, marketing communication is an essential part of any successful company. It’s impossible to acquire a new client if that person does not know your business exists!

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