The fear of missing out, or FOMO is a social anxiety that other people might be having a good time without you. According to Eventbrite, 69% of millennials say they’ve experienced FOMO. Due to the growing prevalence of social media, the number of people that experience FOMO continues to grow. Despite the negative emotions associated with FOMO, HiveMind Studios believes that it presents a great opportunity for marketers to spring customers into action. Whether you want a customer to make a purchase on your website, engage with your content, or attend your events, FOMO can play a large role in grabbing these customers’ attention. Three ways consumers react to the fear of missing out are: they feel discontent after missing out on a shared experience, they make purchases out of fear of missing a deal, and they spend money based on societal pressure. Below we’ll go into more depth on some FOMO marketing techniques you can incorporate into your marketing strategy right now. The techniques grouped into three categories: FOMO marketing for social media, FOMO marketing for your website, and FOMO marketing for an event.
Take a page out of Apple’s playbook, and tease the release of a new product or service on social media before it’s released. Any buzz you’re able to create before the launch of the product will have consumers experiencing FOMO before they’re able to get their hands on it.
Create a hashtag
Hashtags are an easy way to track engagement with your product and see who is talking about your brand or product. By using a hashtag on posts and encouraging your followers to do the same, you will create a buzz around your product with a unified message you can control.
Let your content expire
Use Snapchat and Instagram Stories to promote special offers that only people watching during the limited time period will have access to.
Tap into influencer marketing
Influencer marketing has become an incredibly powerful tool in the modern day, as 70% of teens trust influencers more than traditional celebrities. Use influencers to promote special offerings, and their loyal followers will be enticed to join.
If you have a popular product, shout it from the rooftops! A crucial part of FOMO is wanting what others have. By showing consumers others have visited a particular product page and that supplies are limited creates a sense of urgency in the consumer to not be left out.
Use testimonials
Encourage customers to leave reviews of your product or service, and make sure to highlight the positive ones. Remember that consumers trust other consumers, and if you have proof that customers are happy with your product, it will attract others.
Limit free shipping
Free shipping is a massive incentive for consumers to do their shopping online. A simple trick to trigger FOMO in consumers is to set a budget for free shipping, such as free shipping on orders $50 or more. By not reaching the free shipping amount, consumers will feel as if they are missing out, putting pressure on them to reach the goal of free shipping.
Make a last minute offer
If customers are deleting products from their cart before purchase or exiting a product page, try making them an offer they won’t want to refuse. Exit-intent pop ups give consumers a deal if they make the purchase right then, for example by offering 20% off their purchase, but if they don’t act now, they lose the offer forever.
To reap the full benefit of this technique, make sure to show the coolest part of the event during the live event and show your followers what they’re missing by not attending. You can also engage with people watching at home in the comments.
Offer early bird perks
If you’re hosting an event, you’d like to sell the tickets as soon as possible. An easy way to jump start ticket sales is to offer perks such as cheaper tickets or a free t-shirt. If they don’t purchase the tickets early, they’ll miss out.
Release last minute tickets
A simple way to drum up some last-minute interest in your event is to release a limited supply of tickets days before the event. Consumers who missed out on the initial ticket sale will jump quickly at the chance to attend, without having to offer a discount.
Create an instagram-worthy moment
Whether it’s a unique pop-up display, photo wall, celebrity appearance or even a special filter, you want to make sure your event has something worth sharing to get the word out. For even more tips on how to use FOMO marketing to increase sales, check out the infographic below.
An irresistible lead magnet is the one that momentarily grabs the attention of buyer personas and delivers genuine value to them. By winning over your potential customers with a skillfully crafted free offer, you are making them more interested in your paid offers. Conversely, the effect of a lackluster lead magnet will be quite the opposite. In the following article, you’ll learn how to avoid the latter.
Forming Your Buyer Persona
The gravest mistake marketers tend to make with lead magnets is trying to grab the attention of too many people, which is why you should do the exact opposite – your lead magnet has to be ultra-specific to those you want to attract. If your lead magnet is irrelevant to the needs and preferences of your targeted buyer persona, they are hardly going to download it.
Identifying Your Value Proposition
Once you’ve established your target prospects, you need to offer them a convincing reason to get your lead magnet. The quantity of leads your magnet generates depends on the promises you make to your prospective leads. Naturally, the most effective value propositions are about something that your prospect already needs, demanding considerably less persuasion on your part. Instead of attempting to come up with something you think they might want, determine what they already need and provide it.
Giving Your Lead Magnet a Name
Now that you are familiar with what exactly you’re offering and to whom, naming your lead magnet shouldn’t be that hard. In essence, your title is a headline for the value proposition that your buyer persona is interested in. Similar to writing a captivating headline for marketing a blog post or email, the title of your lead magnet can have a huge impact on its conversion rate.
Choosing the Type of Lead Magnet
With the name in place, you now have to decide on the type of lead magnet that will compellingly deliver your value proposition. Here are some pointers to facilitate your selection:
Keeping it simple – An excessively complicated lead magnet simply defeats the purpose. If no one understands what you’re saying, they can’t fully appreciate it. Make sure it’s simple, concise and value-packed.
Focusing on your strengths – Are you comfortable on camera? Video is most likely your format. Camera hates you, but you sure know how to write? Go for an eBook, instead.
Prioritizing rapid consumption – You want to address your buyer persona’s issue ASAP, as this will give them a quick and easy win (which you promised, btw) and move them down your funnel faster. Decide on a format that enables quick delivery and consumption.
The lead magnet options are seemingly countless, but most of them fall under these seven categories:
Resource list/toolkit offers a single, comprehensive piece of reference material that the buyer persona can use repeatedly, without having to browse for all those resources and tools on their own.
Cheat sheet performs well because it provides tactical pieces of information that can save your prospect a considerable amount of time.
Video training is a particularly engaging format, provided that you are confident in front of the camera and know exactly what you can teach.
Discount works best for businesses selling physical products, allowing you to get repeat purchases from your customers.
Quiz is an effective format only if it actually solves a problem. For conversion rate optimization, remember to offer your prospects the opt-in form once they’ve finished the quiz.
Sales material is specific information that the buyer personas already interested your offer use to make a purchasing decision.
Lead magnets are exceedingly common in inbound marketing, for good reason: they can work very well, yielding your business those much-needed conversions. As you work on creating your lead magnet, remember who your prospects are and what are you promising to them. Bearing these two things in mind, the process can actually turn out to be refreshingly straightforward.
A growing number of businesses are embracing artificial intelligence (AI)as implementing this rapidly expanding technology is opening up a world of opportunities for them. With this in mind, here are the most important benefits of artificial intelligence for your business operations.
Artificial Intelligence Supports Business Process Automation
AI can be used to manage the automation of both service delivery and production operations. For instance, it can control and maintain the required environmental conditions for product storage, oversee robotic lines in factories, monitor process payments and warehouse balances, service and register customer requests…
Integrating AI elements also allows for the optimization and acceleration of the tasks carried out by the employees engaged in data interpretation with the use of enterprise resource planning (ERP) systems, as well as in the business intelligence department.
Better Customer Experience
AI-based chatbots can now provide 24/7 user request support, so your customers can seek help at any time that is convenient for them. Reduced response times and better interaction quality help businesses boost the loyalty of the existing customers and attract new ones.
Marketing personalization is another perk of using AI in business, as current algorithms can pinpoint repetitive patterns and interconnections and in both active and potential buyers’ behavior. Owing to this data, it is now possible to tailor highly accurate offers for particular clients.
Cost Reduction for Increased Profit
Automation shouldn’t be seen as merely a remedy against repetitive routines, as it also gives you a chance to free up time and make better use of employees’ talents, fostering their creativity and enabling them to address more complex issues.
In terms of cost effectiveness, artificial intelligence provides companies with different highly valuable opportunities, such as:
Monitoring processes around the clock
Minimizing the risks commonly related to the human factor
Forecasting the need for maintenance and repairs
Minimizing the downtime of production lines and reducing their operating costs.
Processing data and performing the required tasks without breaks
Real-Time Analytics Using Artificial Intelligence
The ability to process massive amounts of data and interpret them in real time is among the greatest benefits of AI for business. This allows companies to make important decisions faster and act on them, giving businesses a competitive edge.
In some fields, this info can also be offered to end-customers. In the transportation industry, for instance, a business can provide drivers with data on traffic jams based on their location, so they can adjust their routes accordingly.
Data Security Optimization
In the areas where data privacy is of paramount importance (as the banking sector, for example), AI can be used to detect unauthorized access to personal data and fraud attempts. All this is made possible owing to the complex integration of capabilities such as machine learning, natural language comprehension and speech recognition.
Artificial Intelligence for IoT Development
With companies from different lines of work investing in IoT development, the opportunities that AI brings to them add another significant benefit to the list. As these fields are inextricably intertwined, progress in one usually has a positive effect on the other.
IoT devices that are based on the platforms with integrated AI elements easily find widespread use that could give rise to some truly exciting innovations soon, from which both businesses and consumers will benefit.
Advanced Staff Training
Even the smallest of gaps in terms of staff qualifications and know-how can turn out to be costly for a business operating in a fiercely competitive market. For this reason, companies all over the globe are spending enormous amounts of money on improving their employees’ abilities and qualifications through training.
Artificial intelligence can considerably reduce the expenses of such processes and improve their efficiency, offering an individual approach to each employee, also making the learning experience more enjoyable.
Predicting What Lies Ahead
AI technologies can handle huge quantities of data, identify patterns and predict the future. As knowing what will happen next is crucial for the success of every business, artificial intelligence can be of great help with its capability to promptly come to important, relevant conclusions when processing data and build realistic predictions based on them. This provides companies with fresh ideas and opportunities, which can be used to their advantage in the increasingly competitive business arena.
As you can see, artificial intelligence has the potential to change the way your company operates. All it takes to start implementing it in your business is an open mind and a willingness to embrace new opportunities. Rest assured: the positive outcomes won’t evade you.
B2B Lead Generation Strategies for California Companies.
Forget about unique visitors. Creating leads is what generates sales. The more well-qualified leads you can acquire, the more likely you’ll see a great return on your online marketing investment and watch your company grow in the process.
Which B2B lead generation strategies work best? We’ve spent years working in the local industry, so we have a few insights…
Four Must-Use B2B Lead Generation Strategies for California
1 – Content marketing
Despite all the new types of online marketing and lead generation, content is still king. Content marketing is going to be your all-around heavy hitter. It’s reasonably affordable to engage in, and each piece of content can have a lifespan that goes well beyond its time on your website. Content can be repurposed and go viral and be spread around social media circles.
Written content – like blogs and eBooks – are the most popular type, due to their low costs and high ROI. If you have the budget, video is extremely popular among buyers and highly-shared, but it’s expensive to create. For a good middle-ground, consider a podcast! They’re cheap to produce but can have a surprisingly wide reach.
2 – Search engine optimization
SEO goes hand-in-hand with content marketing, but it still should be remembered on its own. It is one of the key B2B Lead Generation Strategies for California. SEO tactics don’t just involve the blogs on your website – they also encompass factors such as your meta-tagging, support for multiple devices and the overall user experience on your site. All these things go into determining your search engine ranking.
SEO should always be at the top of your mind when modifying your website or doing content marketing.
3 – Email marketing
People continuously try to declare email marketing to be dead, but it just isn’t so. In fact, email marketing offers one of the single highest average ROIs in the industry: 3,800%, according to Hubspot! Yes, that’s $38 back for every $1 spent. No other form of marketing can reach so many individuals at once, with such a low average cost-per-message.
Better yet, email marketing can be made even more affordable by repurposing content from your website.
4 – Social media
Finally, don’t overlook the value of direct social media participation. As one of the key B2B Lead Generation Strategies for California, it’s a great way to get your name in front of people and establish yourself as a leader. With social media, the trick is to focus on contributing rather than marketing. Impress people with your thoughts and insights, then trust them to investigate your business if you’re offering something they want.
Create a Monthly Marketing Report that shows how your marketing campaigns and strategies are performing.
Everybody has a boss. And that boss wants to know how your inbound marketing is going. Sometimes that takes place in the 5 minutes prior to a Board Meeting and sometimes in an employee review. But the best way to keep the boss satisfied is to create a Monthly Marketing Report that proves just how valuable your marketing campaigns and strategies are and their performance. The following example represents how we put one together using Hubspot software, but the data points are the same with whatever systems, technologies, and processes your company follows.
Items in a Monthly Marketing Report
Step 1: Linking Domains
In Hubspot, you can go to the Analyze Marketing tab, then Competitors, and then click on the View Historical Trends button in the top right of your screen. Select Linking Domains from the drop down menu and you’ll see how many links you generated during the last month. Action Item: If the number of links decreased then you should start building relationships with relevant websites and blogs.
Step 2: Leads Generated From Keywords
Again under the Analyze tab, you go to Sources and change the date range to one month. In the table below the graph, look at the organic search data and note how many leads you generated from organic search. Action Item: If your lead volume for organic search declined then you should start blogging more during the next 30 days.
Step 3: Leads Generated From Referring Websites
Again under the Analyze tab, go to Sources and change the date range to one month. In the table below the graph, look at the number of leads created from referring websites (referrals). This is an important kpi for your monthly marketing report. Action Item: If there is a decrease then you should examine your website calls to action.
Step 4: Leads Generated From Social Media
And one more time, under the Analyze tab, go to Sources, and change the date range to one month. In the table below the graph, look at the number of leads created from social media sites. Action Item: If there is a decrease in the number of leads generated from social media, then you should start being more active in relevant social sites during the next month
Step 5: Landing Page Conversion Rates
Under Create, go to Landing Pages and track the conversion rate for each of your landing pages. Keep track of the conversion rates for all your landing pages. Action Item: If conversion rates are decreasing you should examine why that might be and test new variations of specific landing pages using AB Testing.
Step 6: Blog Analytics
If you go to Blog Analytics, you can track the number of blog home page views for the last 30 days. Select one month in the drop down on the right and click “refresh graph. “ Note the increase of new blog subscribers (email and RSS) for last 30 days. Action Item: If there is a decline in blog subscriber, you should start promoting your blog over the next month.
Step 7: Visits by Page
Under Analyze, go to Visits by Page, and change the date range to one month. Identify your top ten most visited pages for that month and track the number of visits for each page. Note if the top ten most visited pages changed from the previous month. Action Item: Go to each page to make sure the pages have at least one relevant call to action.
Step 8: Marketing Reach
Under Analyze, go to Reach, and in the table below the graph note the percent change for each source. Take a screen shot of the graph to include in your Excel workbook. Action Item: If your reach is declining then you should spend more time that month in your relevant social media sites and creating blog content.
Step 9: Paid Search Campaigns
You only need to complete Step 9 if you are using paid search in your marketing strategy. Go to Sources, change the date range to one month, and filter by Paid Search. Note the visit to lead ratio of each campaign. Action Item: If some ratios are decreasing then you should adjust your paid search keyword strategy, change the ad, or modify the landing pages.
Step 10: Source Conversion Rates
Under Analyze, go to Sources, and change data range to one month. Then in the table below note the Visit to Lead and Lead to Customer conversion rates for each source. Take a screen shot of the graph and table to include in your Excel worksheet. Action Item: If your conversion rates are decreasing then you should re-examine your content and landing page strategies.
Items in a Monthly Marketing Report
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Whether you’re here in San Jose, CA, or anywhere else in the world, inbound marketing is still the go-to choice for building leads. A website built for inbound marketing and optimized for search engines can be one of your most powerful sales-generation tools.
Chances are, you’re already using some aspects of inbound marketing on your own website — but any strategy can always be made better. Here are some tips to follow, if you’re looking to improve inbound marketing campaigns.
5 Ways to Improve Your San Jose, CA Company’s Inbound Marketing Strategy
1. Publish consistently
One of the most common mistakes we see in companies doing inbound marketing is that they don’t commit to a publishing schedule. Ideally, to improve inbound marketing campaigns, you should be adding some new content to your website several times a week. This helps keep it prominent in Google searches, as well as ensuring repeat visitors always see something new.
2. Add plenty of geo-targeting
If you’re looking to build local traffic, geo-targeting is one of the best ways of doing so. This involves constantly mentioning the location you want your material to target. If you’re in a larger city, try being even more specific. For example, New York City is a very big place, so mentioning specific neighborhoods like Hell’s Kitchen or Chelsea would be more effective at driving local traffic and improving inbound marketing campaigns.
3. Answer questions
With the rise of smartphone-based browsing, users often aren’t searching for keywords – they’re asking questions in natural language, often via virtual assistants like Siri or Alexa. Use tools or surveys to discover what questions your target audience is asking, and answer those questions directly. As a bonus, if you have a particularly good/popular answer to a common question, you might get one of the answer boxes at the top of the Google search results.
4. Watch your competition
How often do you visit your competitors’ websites? It’s a very good idea to do so frequently. Look at what they’re doing, then find a way to distinguish yourself. Don’t knock them off; be different!
5. Use data tracking to experiment
SEO and inbound marketing is constantly evolving, and your own data should be pushing that evolution. Experiment with different types of content, different CTAs, and other tweaks to your content, then track responses to gauge effectiveness. Always be willing to pivot, if you find a more effective approach.
HiveMind Studios Knows Inbound Marketing in San Jose, CA
We have extensive experience building great websites focused around strong inbound marketing principles. Contact us to learn more! You can also visit HiveMind Studios online for a complete list of SEO, digital marketing, and advertising services.
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Updated: July 1, 2019