The Vantage Buzz – May 2024

Hi,

Let’s talk activity versus results. Are you of the mindset that consistent activity and hard work in your business are futile unless they yield tangible results? Perhaps you lean towards prioritizing results above all else. Yet, a relentless focus on immediate profitability can foster a negative atmosphere, stifling creativity and experimentation.

In fields like marketing and sales, where returns aren’t always instant, you might instead be an advocate for laying the groundwork first — developing your brand, fostering connections, refining strategies — with the understanding that results will eventually follow.

  • Is there a fine balance between both activity and results?
  • Which side do you find yourself on?
  • What adjustments are necessary to make to avoid being exclusively focused on either?

Exceptional leaders excel in harmonizing purposeful activity within their business with tangible results. They recognize that strategic and consistent effort underpins outcomes, while also acknowledging that results ultimately define success. HERE’S a great article with more on this subject.

Your monthly ad-Vantage reading below:


Business:

THIS is a great in-depth article on finding the best times to post your content on Instagram. Did you know there are better times to post based on your audience and industry?

The optimal time to post on Instagram varies based on…

  • Your target audience
  • Content
  • Industry
  • Post objectives

To determine the best times, conduct your own research and experiments. Keep in mind that timing is just one aspect; Instagram’s algorithm favors content with high engagement, so focus on creating compelling posts.

Begin by using Instagram analytics to understand your followers. Analyze the posting times of your main competitors to see what works in your industry. Consistently post and run experiments to refine your schedule, tracking and adjusting to maintain high engagement levels year-round.

Once you have a high engagement post, agencies such as Vantage, can take that post and turn it into a highly effective ad, capitalizing on the social proof the post has generated.

It’s crucial to realize that in each area where AI might be involved, the final decisions regarding AI recommendations, creations, and analyses still rest with humans. Your job in marketing might not be taken over by AI itself, but by someone who understands and utilizes AI more effectively than you do.

What skills are needed in an AI world?

  • Socialization – Actively engage with others by listening attentively, collaborating effectively, and managing emotions.
  • Creativity – One can excel at utilizing design tools (such as AI), yet creativity is needed to produce the original designs and ideas.
  • Critical Thinking – It’s still required to scrutinize what AI comes up with for flaws or inconsistencies.
  • Curiosity – AI can often answer “what?” and “how?”, yet struggles with “why.” Human curiosity drives the need to understand the reasons behind actions. It’s up to humans to ask probing questions about the reasons behind actions, making this skill even more crucial in an AI-driven world.
  • Unbiased Decision-Making – Because everyone has bias, it’s inevitable. And, AI can easily perpetuate bias by producing skewed solutions. Without human intervention to identify and address these biases, AI could come up with unfair suggestions.

So, instead of being frightened of AI coming after your job, put that energy into enhancing your skills that could make you a frontrunner for learning how to incorporate AI into your industry.

E-commerce:

‘Ads get you traffic. Landing pages get you customers.’ This is what we tell our clients all the time. It’s one thing to create an exceptional ad, but it’s the landing page that ultimately gets the sale.

This is why, as a marketing agency, we need to look further than just ad creative to determine if a marketing initiative will succeed. We scrutinize our client’s landing pages as well.

What are some best practices for an effective landing page?

  • Design is responsive across all devices.
  • Refine the most impactful benefits of your product.
  • Strategize on both copy and design.
  • Show consistency between the ad and landing page.
  • Once someone makes a purchase, ensure there is clear communication post-conversion (ie: confirmation or ‘thank you’ page).
  • Do you have a post-conversion experience for capturing lead generation to turn your new customer into a customer for life (ie: newsletter, discount offer, subscription).

Check out THIS ARTICLE for more information on how to make the most out of your landing page.

At Vantage, we recognize that while marketing KPIs like return on ad spend and cost per acquisition are important, core profitability metrics such as gross margin, cash flow, and lifetime value are equally, if not more, critical to a client’s bottom line. By prioritizing these essential metrics, marketing can be transformed from a cost centre into a key driver of growth.

Many marketers demonstrate ROI to their clients as marketing metrics such as click-through-rate, conversion rate, cost per acquisition and cost per lead. However, these metrics alone do not tell the story of true ROI. They need to be looked at along with a company’s overall gross profits and gross profit margins.

At its core, marketing ROI should showcase the increased gross profits resulting from marketing investments. For more on marketing ROI and why it’s important to decipher the right metrics for your business, click HERE.

General Intrigue:

Did you know that digital food marketing to teens are predominantly unhealthy fast-food brands? A new research project is underway, uncovering how food marketers are trying to appeal to teen audiences. Learn more HERE.