Influencer Marketing for Small Businesses

3 Pros to Influencer Marketing:

1.    Increase Brand Awareness & Reach

2.    Building Credibility

3.    Drive Purchase Decisions

1. Increase Brand Awareness & Reach:

People who consist of a loyal and larger-than-average-sized following on any platform are considered influencers. There is a range of influencers including macro-influencers, micro-influencers, nano-influencers etc. These individuals greatly impact their following, which brands such as yours can leverage. Partnering with influencers allows your company to access the thousands of individuals who follow them. A review of your product done by an influencer will be seen by their thousands of followers which could then ripple down to the viewer's followers through shares etc. Therefore, a beneficial factor of influencer marketing is giving easy and instant awareness of your brand to thousands of individuals overall, increasing brand awareness and reach. 

2. Building Credibility:

 Influencer marketing offers your company the opportunity to spread a positive sentiment about your brand through an influencer’s loyal and vast following. Most followers related to influencers on a personal level, instilling trust in them. When an influencer puts an advertisement up about your product – how to use it, its value for money, what to expect etc. – they are answering the most asked questions many consumers have before making a purchase. Since these answers are coming from an influencer individuals trust, they eventually also trust the product and brand.

Influencer marketing is essentially word-of-mouth marketing done on a massive scale. When an influencer recommends your brand, it instills a sense of trust in it. And this information can spread like wildfire on the internet. Furthermore, influencers encourage their followers to create user-generated content, which builds credibility. As followers are also creating their review videos of your product, more individuals are not only getting aware of it, but they are also building trust with your brand.

3. Drive Purchase Decisions

Influencers have been able to establish a sort of cult! Their followers will do any and everything to become like their idols and obtain their lifestyle. With that in mind, if a follower’s favourite influencer has bought a product they love, no doubt the followers will run to buy that same product. Many small businesses have sold out their products because of a positive review from an influencer. Utilize the trust and love individuals have for influencers to promote your brand and products since it will surely drive sales if influencer marketing is done right!

Contact us if you want to learn more about influencer marketing or need help executing it!

E-Commerce Trend 2022: Voice Search

Voice Search - What Is It & How To Optimize For It

There has been a recent boom in the use of voice search. As mobile phones and smart speakers are becoming increasingly popular, voice search has emerged as a great marketing opportunity for businesses. Voice search is the concept of using speech to inquire or command. It is one of the fastest-growing e-commerce trends and as a digitally active business owner, you must take advantage of it.

You must be wondering well…

How Powerful Is Voice Search?

As of 2020, in the United States, 40.2 percent of the population used some form of voice search feature, and this number increased by 2.7 percent from the previous year. In today's world, 70 percent of individuals worldwide prefer to conduct queries through voice search rather than typing out questions onto a search engine. Additionally, 33.2 million United States citizens are said to use voice search through a smart speaker to purchase products. Since consumers are becoming increasingly comfortable purchasing products through voice search, it is vital for your business to rank well on the voice search engine. This will allow voice search devices to detect your website and suggest your products to users.

But wait…

How Does Voice Search Work?

Once a command or question is asked, the process of transcribing the speech to text occurs. Following this, the text is analyzed to detect the command or question that was asked. After the analysis is complete, the device searches for external information through a search engine to find relevant information. Finally, this information is digested and delivered into a format suitable for the user. 

Now that we understand the mechanism of voice search, let's explore how to optimize your business for voice search!

6 Ways To Optimize For The Voice Search Engine

1)    Site speed is extremely important for voice search thus, prioritize this by creating a high-speed website.

2)    Create a website that is mobile compatible; build AMP pages to create an efficient mobile viewing experience.

3)    Utilize web caching to improve the loading speed of website pages.

4)    Compress files/images on your website to load them faster.

5)    Create qualitative content that offers valuable insights into the keywords you are targeting.

6)     Utilize long-tail keywords in your SEO strategy since voice searches are usually longer search terms or questions as opposed to short-word searches done through Google.

These are some of the many ways you can optimize your website to be ranked higher on voice search results. As a second step, you can leverage paid media – comment below to learn more about voice search and paid media.

Torpedo Marketing Inc. has a team of SEO experts who are always willing to help you reach your goal. Call or email us to find out more about voice search and how to leverage it into your marketing strategy.

Toronto's Hot New Marketing Trend

Foot Traffic Attribution

Have you heard of Foot Traffic Attribution? If you haven’t, you are at the right place! It is a hot new topic in marketing, and we are here to tell you all about it.

 So… What is Foot Traffic Attribution?

 Foot Traffic Attribution is a method that allows brick-and-mortar businesses to track advertisement exposure based on consumers' real-world behaviour. This service utilizes mobile phone tracking data to analyze a target audience’s visitation patterns at the desired store location, before and after receiving a direct mail advertising campaign. It is a very compelling method to evaluate the effectiveness of a business’s direct mail campaign.

How Does Foot Traffic Attribution Work?

 A first step toward utilizing foot traffic attribution is to create a direct mail advertising campaign. Identify the postal code location of your target audience and determine the retail location you hope to optimize. Torpedo Marketing is here to assist you in executing an excellent direct marketing campaign. With 25+ years of experience in direct mail, we are ready to help you streamline the campaigning process.

 Mobile phone tracking comes into play once a strong direct mail campaign is created. For approximately one month before the launch of your campaign, mobile phones at the selected retail location will be tracked. The phones arriving in the store from the geographical location you chose to target will be identified. Following this, the campaign will be initiated. After the campaign drop, mobile phones will be tracked again for one month to analyze the change in consumer behaviour resulting from the mailing campaign within your target location. “By tracking in-store mobile phone traffic before and post-campaign, you can determine the lift in traffic and therefore get a very strong quantifiable estimate of the incremental impact of your campaign.”

An analysis is then conducted, and you are presented with a report on your target audience with several metrics, including unique visitor information such as visit frequency, time of visit, length of visit etc. This method is becoming increasingly popular since many companies are leveraging the analytics provided to improve on and understand their direct marketing campaign. As a side note, this method is not just limited to direct marketing campaigns it can also be incorporated into digital campaigns and more.

 So, do you think Foot Traffic Attribution is a method that businesses should invest time and money into? Do you want to start conducting this service as a part of your marketing campaigns? Comment below with your answers or any questions you may have!

 If you are interested in Foot Traffic Attribution and would like more information on what it is or need help executing it, please contact us and we will be happy to help!

How to Successfully Market Your Business Online!

1.Invest in Web Development

Although investment in website development doesn’t always come to mind when discussing online marketing tactics, an appealing and accessible website will influence the amount of time a user/potential customer spends on your website. Your website, whether it be a contest site, campaign micro-site, or any type of registration site will be the center of all your marketing efforts. This means, if your page isn’t visually appealing, easy to read, interesting, or accessible, it won’t matter how much time and effort has been put towards your strategy development - you’re not going to get any business. Here’s an example of a successful campaign micro-site that helped drive customers to purchase:

Torpedo Tidbit: Kohler Canada is a leading global manufacturer of quality kitchen & bathroom fixtures. In 2016, Kohler Canada reached out to Torpedo Marketing to help with their Dream Rebates program offered to their customers. Kohler dealerships across Canada participated in an inaugural Canadian rebate program that was offered to consumers based on their purchases. The Kohler Canada Dream Rebate campaign exceeded expectations with over 50% greater rebates than budgeted, translating to over 50% greater sales than expected! (If it worked for Kohler, it could work for you!)

2. Start an Email Marketing Campaign

Email marketing is used to develop relationships with current customers, acquire new customers, and promote specific products or services. An email marketing campaign can be extremely effective in driving action on your website if you take advantage of all the features. Your emails can easily be segmented and personalized towards the interests of each member on your mailing list. By tailoring each email, or groups of emails, you can create a more personal experience for the customer receiving it. Not only does this create a positive image for your brand, but it also could help boost sales or interactions on your website. An abundance of studies have proven that people are more inclined to open, read, and respond to mail when it has been personalized for them.

If you’re starting an email marketing campaign, make sure to make an email opt-in list that is very accessible. This will allow interested individuals to opt-in to receiving your email broadcasts which often results in new customers and increased sales.

3. create a Blog or write Articles

A blog can be beneficial in marketing your business online for many reasons. It can provide you with a platform to offer advice, share information, and connect with your readers/customers. But, most importantly, a frequently updated blog allows you to consistently add new keywords to your website which optimizes your search engine strategy. Improving SEO is one of the most crucial tasks when it comes to being successful with your online marketing activities and a blog is an exceptional way to do so.

Torpedo Tip: When writing a blog or article for your website, make sure to add an option to share the post to social media and with friends via email or text. This will allow your information to reach a larger audience and will always link back to your website.

4. Be Active on Social Media

It seems obvious, but so many companies aren’t doing it - but this could give you a boost a head of the competition. Start by updating your profile to be visually appealing yet very informative. Attach links to your website, other social medias, and attractive photos that represent your business. Post about recent news within your industry, company, and about your employees - as long as it is relevant and appropriate for your audience. Connect with your consumers, suppliers, and competitors. The larger the audience you are connected with and continue to interact with on social media, the more likely your brand is to get noticed.

Torpedo Tip: Check out “Who to Follow” on Twitter and “Suggested for You” on Instagram if you’re unsure on who to connect with. Also, mentioning other company accounts in your posts could be a good way to get noticed, build connections between other businesses, or find others to follow. (You can start by connecting with us by clicking the icons below!)

All of these methods will improve your online marketing in a variety of ways, the most prominent one being the improvement of your SEO.

Google Ads and advertisements on social media may be of something to look into if you want to get your brand noticed. They’re a low cost way of reaching new audiences and bringing in more business. However, there is no point in investing money into online advertisements if the website your viewers are directed to is not going to make them stay and shop!

Here is a full list of Torpedo Marketing’s Digital Services!

Contact Torpedo Marketing to enhance your online marketing strategies. Hitting your marketing target is what we’re all about.

Use Personalized Mail to Reach Consumers

Personalized Mail has proven to be consumers’ preferred channel for promotional messages. In fact, 36% of Canadians say they would rather receive them by direct mail, which is two and a half times higher than those who prefer email.  Also, did you know that 86% of people are more likely to open mail addressed to them personally?

Personalized mail gets noticed. It can help you create an impact you can measure, integrate with other marketing channels, drive responses, and target the right customers. By incorporating personalized direct mail into your campaign, you can hit your marketing targets.

Source: Canada Post: Personalized Mail, August 30, 2018

View Canada Posts full PDF on their website.

Contact Torpedo Marketing to see how we can help with your next Personalized Mail campaign.

3 Ways Print Media Can Benefit Businesses

1. Physical media gets noticed

In 2015, the USPS Office of Inspector General conducted a study with Temple University’s neuroscientists which allowed them to compare customers responses to physical versus digital advertising methods. The same year, Canada Post issued a Canada wide survey with True Impact Marketing to study the effectiveness of physical and digital advertising material. Both studies came to similar conclusions. And that conclusion is? Physical media gets noticed. When direct mail is received or viewed, it sends a sensory signal that stimulates a deeper level of engagement in the brain than a digital message. This makes the physical format more likely to be noticed, resulting in a greater intent to purchase. The motivation to act from a physical advertisement is 20% higher than that of a digital ad.

Source: Canada Post: A Bias for Action, July 31, 2015

Physical media formats such as catalogues have made a comeback and have become an integral part of the modern marketing mix. Many savvy companies such as Ikea, Amazon, and Canadian Tire understand the power of print and have started to incorporate it in their marketing mix. Canada Post’s marketing insights reviews this.

2. Life stages have an impact

When adding print to your marketing mix, you must consider who you’re trying to reach and how they engage with the media. It’s a common myth that Millennials and Gen Xers are more involved in the digital world, which would correlate to a stronger engagement with digital media and advertising; however, this is not the case. As Canadian journalist, David Sax states “Because the millennial generation came of age with broadband, internet, smartphones and social media, we assume that is all they want. But, in fact, when you look at who is driving the return of things like vinyl records, print books, paper books, new magazines, niche publications, it’s exactly that demographic of millennials, and those younger than them”. Millennials see print catalogues as a welcoming alternative to email promotions and digital advertisements. Also, a comparative analysis by Canada Post reveals that the presence of children in a household increases Millennials and Gen Xers involvement of media channels.

Source: Canada Post: A Bias for Action, July 31, 2015

Torpedo Tip: The age group 30-49 exhibits the highest response to direct mail and lowest response to digital formats. Followed by the 18-29 age group and then ages 50-64. This may be of help while planning your direct mail campaign!

3. Integration happens

Physical media, such as catalogues have the power to drive purchases, whether it be online or in store. Its physicality creates a deeper connection between the brand and its customers which allows for integration to occur. In 2016, Canadian Tire decided to reintroduce catalogues into its marketing mix and the result was outstanding. According to The Globe and Mail the catalogue had such a large impact on the company’s e-commerce that their online weekly sales doubled immediately after the catalogues were released. And it’s not just the Canadian Tire Brand that has been successful with the incorporation of direct mail in their marketing mix. As the Globe and Mail states “legend has it that after the Bible, the second-most popular book found in homes around the world is the Ikea catalogue”. If physical media is properly incorporated into a marketing mix it is capable of leading a customer to new and useful information such as product reviews, brand experiences, and expert advice. Canada Post suggests that 25% of print catalogues prompt a website visit and 33% cause a visit to a retail store.

Source: Canada Post: Breaking through the Noise, June 30, 2015

The revival of print media could be good for your business, but only if you act upon it. Contact Torpedo Marketing today to find out how.

Sources

Canada Post, Phase 5, Advertising Communication Preferences and Generational Differences, 2017.

Canada Post: A Bias for Action, July 31, 2015

Canada Post: Breaking Through the Noise, June 30, 2015.

Domtar: Printed Catalogs are Still a Smart Marketing Choice, November 7, 2017

The Globe and Mail: Canadian Tire’s Innovative Digital Move Raises Sales, May 12, 2016

The Globe and Mail: The Stubborn Survival of the Retail Catalogue, August 8, 2017

Get innovative with your direct mail campaign!

A piece of mail is irreplaceable. It connects your customers with your company and creates a message that resonates. Direct mail is the backbone of your marketing mix, so it is crucial that you innovate to keep up with the ever changing technologies that can make it smarter. Ensure that your business is getting the largest response from its investment by improving on your direct mail campaign!

Watch Canada Posts video where marketing expert, Francis de Brienna, explains trends, latest innovations, and who’s doing it right.

Want to get more innovative with your direct mail campaign? Contact Torpedo Marketing to see how we can help.

What Drives Individuals Purchase Decisions?

To answer this question, Canada Post commissioned a Canada-wide neuro-marketing study with Phase 5. The result of this study suggests that a marketing campaign which includes direct mail can generate a 20% higher response rate than digital marketing techniques alone. In fact, it was proven that campaigns including direct mail are more effective in driving consumer action, increasing emotional intensity, and improving brand recall than single-media digital campaigns. Canada post calls this “the connectivity effect”.

Interested in incorporating direct mail into your marketing mix? Contact Torpedo Marketing to see how we can help.

How to Bridge The Online/Offline Gap

The interlocking loops of a customer’s journey offer so many touch points where your company can influence their purchasing decisions. Expressing your brand’s message at these touch points through the right channels at the right time is the key to successful consumer engagement.  Torpedo Marketing can help you integrate both direct and digital mail to optimize your marketing campaign, bridging the online-offline gap, and boosting customer engagement.

Contact Torpedo Marketing for more information or to improve your marketing campaign.

Drive Online Sales with Mini-Catalogues

Discover how mailing a mini-catalogue can drive shoppers online and increase sales.  Did you know that 33% of Canadians make a purchase online, in store or by phone after receiving a catalogue and 40% hold onto catalogues for longer than a month?   Take advantage of Canada Post’s mini-catalogue promotion.  Contact Torpedo Marketing for more info.