3 SHOTS YOU NEED TO INSTANTLY GROW YOUR BRAND ON INSTAGRAM

CONTENT GOAL

Your goal in creating content for this brand can be summed up in one word, natural. From photos to editorial, your content should be an extension of your everyday life. Photos should feel real and not overly staged, and your descriptions should be accurate and honest. 

Our goal as a brand is to show the versatility of our products and how they can be integrated into your look no matter what adventure you’re on. Here are a few tips to creating the best content as a social media influencer for the brand.

PHOTOGRAPHY — KEY SHOTS

DAY IN THE LIFE: CANDID
In this shot there can be a number of other items or events happening but the product is roughly centered and stands out in color and contrast from other items in the photo. This is a natural shot showcasing how the product is part of your life, from couch to slopes. Lighting is key, keep as much natural light as possible.

Ex Product: Hat

LONG FRAMING
You’ll notice the distance from camera to subject in this shot. Even with a greater distance the subject remains the focus within the photograph.
Symmetry is name of the game. Both sides of the photo should guide you into the subject. The product may not be 100% recognizable but the photo is strong.

Ex Product: Umbrella

PORTRAIT MODE
The portrait photo is much tighter and will showcase the product front and center. Using portrait mode on the iPhone or a low f-stop on a DSLR can create bokeh and increase focus on the subject. If neither of these are available, think of creative ways you can capture the brands logo along with some facial features.

Ex Product: Hat

EDITORIAL CONTENT

When writing your editorial content, be honest. Think of ways you can further elaborate on your photography in text form. Describe your day, what you did, where you went, and how you fit the product into your wardrobe and why. People know you are a social media influencer for this brand, but they need to understand why you chose to be...why you stand by the product and why it works for you. You don’t have to be a journalist, and posts don’t need to be long. Simple is better in some cases. Don’t be afraid to take different types of the pictures above, and others, throughout your day and come back to them as a guide. Even if you don’t use them all, in the end, you’ll have plenty of content to choose from. The goal should be to tell an overall story of who you are, what you’re up to, and why other people like you can relate to the product. In the end, don’t put too much pressure on your posts. Do what comes natural, take the best shots you can, and provide a real story to back it up. Whether it’s the errands around town or an epic ski trip, all content is better than none.

michael browning
2 WAYS APPLE JUST KILLED YOUR MARKETING STRATEGY WITH HIGH SIERRA UPDATE

For hardcore Mac users like me, the anticipation of a new update to our iOS devices and operating systems is the 'adulting' version of Christmas Eve as a child. Today, designers, photographers, developers, and marketers wait anxiously around the soft glow of their Apple logos. Thoughts of new UI, and UX, and desktop wallpapers dancing in their heads, filling the void from when we found out Santa wasn't real, but Tim Cook is...he may be a robot, TBD.

This year, Christmas came early [for non-beta users] this Fall when Apple started shipping out the final version of High Sierra, its latest creation from the elves in Cupertino. Included in the update were a few beautiful additions: APFS filesystem, which will free up space on your Mac, increase speed, and make backups better. Also included was a new HEVC video codec, as well as external GPU and VR support. It was clear that the VR capabilities overshadowed many of the other updates, after all, it's the first time that Mac is getting VR support.

Apple had done it again and made us all happy little children...unless you are in digital marketing. With High Sierra came two new features that we love as customers, but as marketers are sure to have a significant impact on some brands digital marketing strategies. Heres how:

1. APPLE KILLS AUTO-PLAY VIDEO

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Let's say you're Lexus, and you advertise on the New York Times website with your auto-play video banners at the top of a page. Well, it's time to rethink this form of advertising since Apple has squashed auto-play. It's no secret that consumers have been disabling auto-play themselves for years, but for many, this was still a regular part of their online experience.

2. APPLE KILLS CROSS-SITE TRACKING DATA

This is a big one, folks. Yes, these ads are obnoxious and sometimes creepy, but for many online retailers, it's a core sequence of their overall marketing strategy. For brands, the click-through is often low and can be off target, but they do offer low cost to entry and top-of-mind success.

WHAT YOU SHOULD DO NOW

To be honest, I'm not a fan of either one of these marketing tactics. Both are intrusive and archaic in the world of digital marketing that we are now living. These types of advertising opportunities were birth way back at the start of the internet when yellow page ads were a primary effort in most companies marketing plans...see the similarity?

For many brands, this could be a great time to start rethinking the way that you are reaching customers. This reminds me of mailers. We know what its like to go home, open our mailboxes, and toss out all the junk without giving it a second look only to then sign on to mailing programs for our companies to reach clients...why!?

Yes, I agree Armie Hammer. If your company is still using Auto-Play and especially Cross-Site Tracking Data, I would suggest you start thinking of other ways you can reach customers. One of the most successful ways could be content marketing if it supports our overall strategy. When implementing a content marketing strategy on your owned media channels you are creating value for the end users, and you keep them coming back.

Here's an Example

You own a local barbershop, and your job is to keep the same butts coming back to the same seats, regularly. After analyzing your core demographic, you find that the typical customer is a Male, 25-35, cares about style, and looking good [let's call him Jeremy]. What can you do to provide Jeremy with value when he's not getting his monthly high and tight? You may have guessed it already, offer him valuable content that keeps him engaging in with your brand in his everyday life. By simply implementing a blog and Instagram page you can begin developing content around Jeremy's interests. Something like The 5 Must Have's For Ever Man's Fall Fashion or a quick video tutorial on your latest Pomade products. By cross marketing these valuable pieces of content on your owned digital platforms you can reach your followers more honestly, and regularly.

Take a look at Magnolia by Chip and Joanna Gaines; their marketing plan is impeccable. After having a successful television show and growing their customer base, they have continued to provide value and engage with users by offering tips and tricks to overhauling and decorating your home. Now with a massive group of engaged followers coming for the value, they have parlayed that into their very own line of furniture, paint, and decor items in which they sell to those very users. [Insert slow clap].

There are hundreds of ways to go about marketing to customers, but you must start by sitting down and creating a solid strategy. Only then can you choose the current platforms and opportunities for your company to reach the Jeremy's in your brands World. In closing, Apple may have just done us all a favor. They have helped push business owners in a direction they needed to go. By taking your digital marketing programs more seriously, it improves user experience and the bottom line.

michael browning
HOW TO WRITE AN IRRESISTIBLE HEADLINE

8 OUT OF 10 PEOPLE WILL READ YOUR HEAD LINE
 

BUT ONLY 2 OUT OF 10 WILL READ THE REST OF WHAT YOU WROTE

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HERE ARE THE 5 POINTS YOU NEED TO FOLLOW TO MAKE SURE PEOPLE READ AND INTERACT WITH YOUR CONTENT

  1. USE NUMBERS
  2. USE ADJECTIVES
  3. USE WHAT, WHY, HOW?
  4. MAKE A BOLD PROMISE
  5. USE THIS FORMULA:

NUMBER OF TRIGGER WORDS + ADJECTIVE + KEYWORD + PROMISE = GREAT HEADLINE

EXAMPLES

  • 5 Easy Steps  You Can Take Right Now That Will Make You More Successful
  • How You Can Easily Sell Your Home in Less Than a Day

Follow these simple steps and you will be on your way to head line writing success

michael browning
REVIVAL KITCHEN WINS THREE 'BEST OF THE BEST' AWARDS

CONGRATULATIONS TO REVIVAL KITCHEN & BAR

The results are in! Throughout February, Hippo readers voted for their favorite things about southern New Hampshire, from their favorite breakfast to their favorite place to take visiting relatives. 

After hand-counting the votes, Hippo presented Revival Kitchen & Bar with Three Best of the Best Awards which include:

BEST NEW EATERY: BEST OF CONCORD

BEST CHEF: BEST OF CONCORD, COREY FLETCHER

BEST WAITER/WAITRESS: BEST OF CONCORD, BILL WISHART

michael browning
HOW WE HELPED LAUNCH NH'S HOTTEST NEW FARM-TO-TABLE RESTAURANT

WHAT WE DID / SCOPE

As the newest high-end farm-to-table restaurant featuring New Hampshire's 2013 Best Chef of the Year, Revival Kitchen needed to make a splash when opening their doors for the first time. We were tasked with increasing brand awareness and engagement on social media while creating an online user experience that guided customers effortlessly through their webpage when viewing menu choices and making reservations. Additionally, branding was a top priority. What we did was provided a full branding package which included identity, logo design, color palette, business cards, and advertising materials.

THE DETAILS

SOCIAL MEDIA MARKETING
Established the brand on multiple social media platforms. Provided extensive social media marketing and ad design while increasing brand awareness and engagement with customers leading up to restaurant launch date.

WEBSITE OPTIMIZATION
Created a new responsive website optimized for all screen sizes. Enhanced search and sort functionality while focusing on the natural customer experience and flow from the initial visit to menu viewing to the reservation request.

SEARCH OPTIMIZATION
We analyzed current SEO rating of Revival Kitchen & Bar's competition, then optimized their website using strategic keywords to increase organic website traffic and placement.

BRANDING PACKAGE
We introduced Revival Kitchen & Bar to the world for the first time. Working with Chef Fletcher we created a branding package which represented the look, feel, and its mission of their restaurant.

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michael browning
DID APPLE JUST KILL YOUR FAVORITE MOBILE PAY APP?

You'll soon be able send and receive money from your friends within Apple Pay. 

The new feature was announced at WWDC, Apple's annual developer conference. Much like money transfer app Venmo, Apple Pay can now support peer-to-peer payments.

The feature will be integrated directly into iMessage, so users can send money directly within a conversation with a friend. 

The feature will use Touch ID to make sure the transfers are secure. 

Once transferred, the money will go into an Apple Pay cash card. You'll then be able to send that card to friends or family, or transfer it directly to your bank.

Apple didn't immediately say whether it would charge either the sender or the recipient for the service. 

The feature will be available as part of iOS 11 and WatchOS 4, which will arrive later this year. 

Source: http://www.businessinsider.com/peer-to-peer-payments-apple-pay-venmo-2017-6

michael browning
STRICTLY LOCAL TALKS DIGITAL MARKETING WITH PINE & BARS CO.

About Strictly Local

This edgy, fun one hour show will bounce around the Granite state looking for the best food, music and beer with local Nashville songwriter, avid cook and amateur home brewer Dusty Gray.

Strictly local will dive into the New Hampshire scene interviewing special guests from local establishments keeping you up to date on what is going on in the local area.

Tune in every Thursday night at 6pm to see what is going down in the Granite state on 103.9 FM and 1450 AM on WKXL or stream it at ConcordNewsRadio.com.

michael browning

Article by: Joe Hewitt

Welcome Home. The words that, over the last year, greeted guests to Airbnb. Innocuous and charming. Small town language for a big world vision: to let people feel a part of a culture by placing them at the sacred heart — the home.


And yet their homes have evolved into homogeneity. No longer a reflection of an exotic society outside, interiors have become what Kyle Chayka coined as ‘AirSpace’. A word that captures the familiar-unfamiliar aesthetic, a coffee-shop simulacrum of exposed brick, reclaimed wood, Edison bulbs, Nespresso machines and Eames chairs — ‘the neutered Scandinavianism of HGTV’ as he calls it. Rather than fostering a community of diversity and celebrated localness, their brand idea — Belong Anywhere — has been shorted by blanch interiors and Silicon Valley sameness. So how do you continue to profit off local flavours when your primary product becomes culturally neutralised?


Welcome to the world of trips. This is Airbnb’s new product, that will take the company beyond the four walls. It allows users to buy certain experiences curated by local hosts. For £115 per person, one can ‘experience life as an LA artist’ with Nona and Robert, or a 2-day food and drink immersion in Seoul with Nayoung. Another is named ‘Adventure Man’. It’s a 3-day ‘lifestyle immersion’ with Quinn, a surfer, where guests can ‘camp under the stars’ and ‘enjoy a fireside meal’ with their host.


One could be forgiven for thinking Airbnb now resembles the Netflix homepage. Experiences are packaged as portraits of unknown protagonists, framed by stylised titles such as ‘Escape to Lamu Island’, ‘The Ballet’ or ‘A Courteous Chef’. Each title is capped with a name, smaller and more discreet, hinting at the cover-art trope of listing the leading actor. They act as teasers for the world beyond, purposely sharing the semiotics of book covers and film posters; the hosts are characters, allies, perhaps an Oracle to guide us, The Hero, through an unknown land. And amassed as one, these covers show a library of possibility, potential adventure, selected from the shelf by guests wishing to be lost inside.

Welcome to Westworld, goes the in-show tagline that greets all guests in HBO’s latest hit. For those who missed the show, Westworld itself is a theme-park for the super-rich. For forty grand a day, guests enter a hyper realistic fantasy world, playing dress-up, choosing ‘missions’ and ‘playable’ storylines, or to simply just wander, exercising a freedom not dissimilar to playing GTA’s San Andreas for the very first time. Within the park, they interact with artificially intelligent ‘Hosts’ which, aside from their looped stories and exotic practises, are physically indistinguishable from the guests they serve.


It may seem farcical to compare Airbnb with Westworld or, more accurately, Delos, the park’s parent company. The shared language. The shared titles of ‘Host’ and ‘Guest’. The shared — spoiler alert — samurai experience. The shared scenarios where waves of wide-eyed guests marvel at routine, semi-scripted experiences (because surely the Host will repeat their act?). Perhaps it’s surface.


But we can’t deny that pretending to be someone we’re not is an attractive concept. One of the hosts in Westworld innocently asks, ‘if it’s such a wonderful place out there, why are you all clamouring to get in here?’. More than the sexual and violent freedoms, it is purpose, adventure, and story, regardless if manufactured, which draws guests to enter Westworld, a place that ‘reveals your deepest self’ while the outside world soon ‘feels unreal’.


And this, fundamentally, is what Airbnb is about. Belong Anywhere — it is aiming to not be an escape from the real world, but one of the few times you actually experience it. It has never really been a travel company. It sells roleplay — a form of entertainment that has more in common immersive theatre, gaming, books, and movies. By shunning branded reception desks and obsequious staff that remind you of your otherness, you are not an audience to a foreign spectacle. With Airbnb, you are the character, at home on stage, now joined by supporting acts to lead you deeper inside.


Welcome to AirWorld, a future prospect. One that sees Airbnb capitalise on reality itself as a commodity. Here, the poor escape through headsets, and the rich escape in the real world. Like Westworld, guests have become subsumed, bored of the homogeneity. And are now desperate for more experiences, more narratives, more depth. Looking to Airbnb writers to take them further away from reality, towards their true selves.

michael browning
WHY SNAPCHAT WILL BE GREAT FOR B2B COMPANIES

Article By: Gary Vaynerchuk

I don’t understand how people don’t see the obvious, common trend of what happens to popular social networks like Snapchat.

They don’t see that these platforms start off young, start off consumer based, start in a niche, and then go mainstream. It baffles me that people don’t understand that when an app hits 100 million active users, it’s gone mainstream. And what does that mean? It means that the platform can start to mature and start getting deeper into the business world. That’s because once you have the attention of the 35 to 65 year old world, you now have the potential to cross over into the B2B world.

I always like to say “Behind every B is a C.” What that means is, behind every business there is a human that is making the decisions. If you’re selling a phone system or a SaaS product to a big corporation, a human being is still making that decision. If you’re able to make content on a platform around interests in your specific industry, you’ve put yourself in a position to do B2B business.

Though Snapchat is not the place that I would recommend doing B2B activity right now (Facebook, LinkedIn, and places like Medium are still your best bet), I am completely convinced that in 24 to 36 months, as the platform dramatically ages up and starts hitting the 30 to 50 year old demo, there will be enormous possibilities. Snapchat will be an excellent place for B2B players who act like media companies — media companies that create stories to bring value to their end users. Those players will find their niche and their audience, allowing them to disproportionately pick up business. Meanwhile, their competitors will still be debating the ROI of Snapchat. And they’ll be left behind if they can’t adapt and evolve with the evolution of these platforms.

The reason I believe B2B will be so successful on Snapchat is because I see it as being very similar to YouTube. Snapchat might be different context, but what I mean is that it’s not just a platform for entertainment. YouTube started as an entertainment platform, and it has become a search engine, probably the second largest in the world. The amount of how-to videos available on it, information, and DIYs is insane. I feel that Snapchat will get on the same level. There will be some plumber in America who becomes famous by doing two minute videos broken up in 20 sections on how to fix things yourself.

Snapchat will give us the next GaryVee of wine. It will give us the next homemade superstar, like Justin Bieber. It will grow and dominate in a way that many of you will continue to not take serious. Don’t wait too long. Don’t wait until it’s too nosiey and crowded to see the huge advantages and upside you’re looking for.

michael browning
SIDE PROJECT MARKETING IS THE NEW KING

Blogging is an interesting journey. At the beginning, hitting the publish button seems to be the most difficult step. Once you are finally over it, you are likely to struggle with the next hurdle: hitting that publish button on a consistent basis.

Talking about consistency, in his 6000th blog post last week, the legend Seth Godin reminded us once again that you can’t build authority overnight:

“Abbey Ryan has painted a new painting every day for 8 years. Isaac Asimov published 400 books, by typing every day. This is post #6000 on this blog. Writer’s block is a myth, a recent invention, a cultural malady.”

But enough with this writer’s block. What if you really need a shortcut?

What if publishing content regularly is not for you?

What if your business urgently needs quick traction in order to survive?

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Advertising immediately pops up in your mind as an alternative method to buy your way through. Renting the short-term attention of your target audience by interrupting them in the middle of what they were busy doing isn’t always the best idea, however.

It turns out 95 percent of people don’t like being interrupted and the other 5 percent hate it. “We hate advertising so much, we’ve trained ourselves not to look at the top or right sidebar on most sites,” Jeffrey put it recently.

“Of course, people have been blocking ads forever. By ignoring them,” addedGodin, suggesting once again that the best way to contact your users is by earning the privilege to contact them, over time.

OK, but wait:

If blogging takes ages and ads don’t work, is there an alternative thatdoesn’t cost money or annoy people? An alternative that brings quick traction and results?

The answer is YES. Indeed, this alternative has been bringing millions of website visitors to those who were quick enough to get the hang of it.

Welcome to the world of side project marketing, an underrated alternative between advertising and content marketing that is just starting to take over the world.

Side Project Marketing Is the New King

“We had no money. We changed our business model and had 3 months worth of cash left to turn things around. If we didn’t we were toast. Done. We needed to find customers. But no one knew who we were. A marketing budget? Please. We were just trying to keep the lights on,”  starts  Mikael , founder of  Crew , explaining how  side projects saved their startup.
They decided to give away for free all the extra photos they didn’t use that they had shot for their website redesign.

A Tumblr theme and three hours later, they launched Unsplash — a side project which not only saved their startup, but turned into a standalone product that generates a mind-blowing 11 million unique visitors/month.

michael browning