2021 Marketing Roundup

2021 Marketing Roundup

The Most Memorable Marketing Moments of 2021

Every brand has different marketing goals and strategies. All year long, we watch our favorite brands try out new marketing strategies and now we’ve rounded up some of the biggest, best, and most notable marketing moments from 2021:

Duolingo’s Mascot Keeps Going Viral

Duolingo saw a 1,900% increase in Tik Tok followers in just one month when a knowledgeable new hire took charge of their Tik Tok social media strategy.

WeTransfer Gets Rude

WeTransfer is a file-sharing company that created a campaign called “Please Leave”. With this message, it encourages users to go out into the real world- away from screens- and discover new images, experiences, and content that they can later come back and share through their products and services.

Ryan Reynolds Makes A Unique Cocktail

2021 saw the 40th anniversary of the McRib and to celebrate, Ryan Reynolds created a McRib companion cocktail using his own Aviation Gin.

Ikea Makes A Meatball Candle

This summer, IKEA released a limited-edition “IKEA Store in a Box” in celebration of the 10th anniversary of their loyalty program. Though the box is no longer available, we can still pine after the best item: a HUVUDROLL meatball scented candle.

Facebook’s Huge Rebranding
Unless you’ve been living under a rock, you’ve probably heard of the Facebook company’s rebranding to “Meta”, or at least seen the Grade A memes that have come out of Mark Zuckerberg’s announcement video (looking at you, random bottle of Sweet Baby Rays).
Nike Shifts Focus to Mental Health
In November, Nike launched the Mind Sets platform, which focuses its new, curated content on mental health. From guided workouts to tips for better recovery and sleep, Nike is hoping to help normalize the conversation about mental health as more professional athletes begin to speak up about their own personal challenges.

Dunkin’s Influencer-Marketing Strategy

As the fight for commercial advertising gets more and more competitive, Dunkin Donuts switched their strategy to focus on influencer marketing. From nano-influencers to the TikTok queen Charlie D’Amelio herself, Dunkin’ has earned a viral reputation that has significantly boosted their sales.

Popeyes Trolls Taco Bell’s Marketing
After Taco Bell entered the chicken sandwich race with their sandwich-like chicken taco, Popeyes responded with a TikTok video, offering a step-by-step guide for turning their coveted chicken sandwich into two tacos.
The Rules of Engagement for a Winning Social Media Strategy

The Rules of Engagement for a Winning Social Media Strategy

Being intentional and strategic about your social media content plan is the first step in having a great social media strategy.  But you can’t stop there. 

Basic organic reach for brands across all social media platforms is about 1-2%.  That means only 1-2% of your social media followers see your content in your news feed. That’s the bad news. The good news is that there are ways to both increase your followers and increase your organic reach.

If step one is being intentional and strategic about your social media content plan, step two is being intentional and strategic about your social media engagement strategy.

Here are six ways to intentionally and strategically engage on social media:

30 Days of Social Media Content

Make Your List (And, Check it Twice!)

The first thing you want to do is build of individuals and organizations you want to engage with.  (Maybe even multiple lists if you are feeling fancy!) This list should be very easy to put together. Simply ask yourself, “Whose content will benefit my customers and me, and who will benefit from seeing my content?”

Some ideas on who to add to your list include:

  • Prospects
  • Industry News Organizations
  • Stakeholders
  • Industry Thought Leaders
  • Community Organizations

Like It Like That

Once you have your list(s) built, spend time each day reviewing the content those on your list are producing.  Show their accounts some love by liking or loving their posts.  It will get noticed.  It will also make sure that YOUR content shows up in THEIR feeds more often.

Share and Share Alike

Share one to two posts each day from someone on your list.  These accounts get notifications when you share their content. These notifications make them more likely to interact with your content.  Also, your content will show up in the news feeds of those that like those pages.

We will also recommend saying a thing or two as you share…but make sure you say something of value.

Celebrate Good Times, Come On

Celebrate the successes of those on your list!  Comment on their posts when they share exciting news about their organization. Even if the success is small, a kind comment goes a long way.

Be sure to congratulate them, and when possible and appropriate, share your own story about their organization related to this success. For example, if one of your clients lands a new client of their own, you can post a comment like, “Congratulations on your new client! This takes me back to when we started working together – such an exciting start to what has proven to be a great partnership!”

Commenting helps their content be seen by your follows, therefore increasing their reach and earning you some good will points. (Win!) And, your comment will be seen by those that follow their accounts, increasing your reach.  (Win-Win!)

Play a Game of Tag

Tagging those on your list is another way to get the attention of the followers of those on your list.  But please, only tag when appropriate

Sharing their content?  …Yes, tag. 

Talking about your partnership and a program that you are collaborating on? …Yes, tag. 

Sharing your sale that has nothing to do with them? …Don’t tag — That’s just annoying!

Mind Your P’s and Q’s and Thank You’s

If other accounts engage with your account using any of the above suggested engagement tactics, please make sure to thank them.  If they share your posts, like the share and comment as your account with a simple “Thank you for sharing!”  This actually helps their share get seen more in the news feed.  If they comment on your posts, make sure to like the comment and reply back. 

Let’s be honest, none of the suggestions above require a rocket scientist to execute. However, that doesn’t mean you should assign them to your intern either.  And, if you are really serious about taking your social media engagement to the next level, you need to engage the help of professionals.

Check out some additional tips we’ve compiled that can make your social media program easier to manage, or call us to arrange a free social media engagement audit, which includes social media engagement strategies specifically tailored for your organization.

Do Your Employees Care About Your Brand?

You almost always hear about brand or branding in relation to your identity or attracting customers and almost never in relation to employees. This is a tragic mistake. Why? Because your employees not only work for you but they live out your brand. They are the hands...

Are You Ready to Work with a Marketing Agency? Part 2

When you are ready to work with a marketing agency, it’s important to find a partner who is looking out for your best interests. By working with an agency that focuses on strategy and has experience working with companies on a long-term basis, you can start to see...

Are You Ready to Work with a Marketing Agency? Part 1

When a company is growing, the needs of the marketing department change. So how do you know if you are ready to work with a marketing agency?Startup StageWhen a company is preparing for launch, it may decide to hire an agency on a project basis to develop its brand...

Overcoming Cobbler’s Children Syndrome

In 2015, my original business partner and I put $5 in the bank, picked a business name, and started a company. We saw a need for a marketing agency that was more consultative and strategic, one that could come up with creative ideas to fight the mediocre and boring...

7 Signs You Need A Strategic Marketing Consultant

When starting your own business, you tend to wear all the hats for a while. If your business was a TV show, opening credits would look something like this: CEO, starring you Human Resources, starring you Finance, starring you Custodian, starring you Marketing,...

The importance of digital marketing in 2022

When you think of traditional marketing tactics, you might imagine billboards, TV and radio commercials, and paper handouts — which are great for some businesses, but can be expensive and not reach a very wide audience. Chances are if your brand or business has any...

Marketing resolutions you should adopt in 2022

If you’re struggling to pick a good marketing resolution for 2022, we’ve rounded up some common goals and the resolutions you can adopt to make 2022 your brand’s best year yet!

2021 Marketing Roundup

Every brand has different marketing goals and strategies. All year long, we watch our favorite brands try out new marketing strategies and now we’ve rounded up some of the biggest, best, and most notable marketing moments from 2021.

Back to Basics: The 4 P’s of Marketing

The 4 P's of MarketingProductPricePlacePromotionAt Hoyden, we like to say that marketing doesn’t have to be complicated… But it should be strategic, smart, and intentional. Complex marketing tactics implemented by an inexperienced team can lead to jumbled messaging,...

Wow your CEO with a strategic marketing plan

No matter what business you’re in, implementing a strategic marketing plan can boost your sales, drive your website traffic, or grow your brand’s social media presence. Without a strategic marketing plan, all your marketing efforts (and money) are spent hoping for a...

Do Your Employees Care About Your Brand?

You almost always hear about brand or branding in relation to your identity or attracting customers and almost never in relation to employees. This is a tragic mistake. Why? Because your employees not only work for you but they live out your brand. They are the hands...

Are You Ready to Work with a Marketing Agency? Part 2

When you are ready to work with a marketing agency, it’s important to find a partner who is looking out for your best interests. By working with an agency that focuses on strategy and has experience working with companies on a long-term basis, you can start to see...

Are You Ready to Work with a Marketing Agency? Part 1

When a company is growing, the needs of the marketing department change. So how do you know if you are ready to work with a marketing agency?Startup StageWhen a company is preparing for launch, it may decide to hire an agency on a project basis to develop its brand...

Overcoming Cobbler’s Children Syndrome

In 2015, my original business partner and I put $5 in the bank, picked a business name, and started a company. We saw a need for a marketing agency that was more consultative and strategic, one that could come up with creative ideas to fight the mediocre and boring...

7 Signs You Need A Strategic Marketing Consultant

When starting your own business, you tend to wear all the hats for a while. If your business was a TV show, opening credits would look something like this: CEO, starring you Human Resources, starring you Finance, starring you Custodian, starring you Marketing,...

The importance of digital marketing in 2022

When you think of traditional marketing tactics, you might imagine billboards, TV and radio commercials, and paper handouts — which are great for some businesses, but can be expensive and not reach a very wide audience. Chances are if your brand or business has any...

Marketing resolutions you should adopt in 2022

If you’re struggling to pick a good marketing resolution for 2022, we’ve rounded up some common goals and the resolutions you can adopt to make 2022 your brand’s best year yet!

2021 Marketing Roundup

Every brand has different marketing goals and strategies. All year long, we watch our favorite brands try out new marketing strategies and now we’ve rounded up some of the biggest, best, and most notable marketing moments from 2021.

Back to Basics: The 4 P’s of Marketing

The 4 P's of MarketingProductPricePlacePromotionAt Hoyden, we like to say that marketing doesn’t have to be complicated… But it should be strategic, smart, and intentional. Complex marketing tactics implemented by an inexperienced team can lead to jumbled messaging,...

Wow your CEO with a strategic marketing plan

No matter what business you’re in, implementing a strategic marketing plan can boost your sales, drive your website traffic, or grow your brand’s social media presence. Without a strategic marketing plan, all your marketing efforts (and money) are spent hoping for a...
It’s Not You, It’s Your Brand: How a Rebrand Can Help Attract Star Employees

It’s Not You, It’s Your Brand: How a Rebrand Can Help Attract Star Employees

It may be easy to think about rebranding your company when it comes to bringing in more customers – but have you considered that your current brand might be keeping potential employees away?

If someone is at the top of their field in talent and experience, they have many choices for where to apply for a job. To get the most qualified candidates, it’s important to put your best foot forward.

Let’s break down why rebranding is a great approach if you want to attract new employees.

rebranding checklist

You aren’t getting many applications

If the job search sites are inundated with other organizations in your field, it can be tough to stand out among the crowd. Having a brand that catches the eyes of applicants can increase the number of applicants you receive, and therefore improve your options of finding the best employee to meet your needs.

If your job posting has been on the site for a while, it might be time to add some fresh branding – not just your logo, but the way you describe your company and the job listing itself. It’s time to start asking yourself why employees should pick you above some of the other businesses. What sets you apart? Incorporating your uniqueness into your branding is essential for attracting employees.

You aren’t attracting the right type of employees

So maybe you are getting plenty of applications for the position – but none of them seems to be the right match for your company. Not just when it comes to experience and skills, but mission and drive. By having a brand that reflects the things that are important to your organization, you can find potential employees who value the same thing.

Rebranding your company can help you find the best match in the following areas:

  • Traditional versus modern – While there is nothing wrong with doing things the way you’ve always done them if that works for you, it might not be the best workplace for someone who yearns for innovation. Or if you are an organization that is doing things differently than those in your industry, you don’t want to attract an employee who might not be comfortable with that type of change.
  • Culture – Do you keep things professional in the office – or do you have a more casual workplace setting? Not all employees thrive in the same kind of environment, and branding yourself appropriately will help you find someone that works best in the workplace you’ve created.
  • Expectations – Some employees are more productive in a heavily supervised setting, while others see success in self-management. Finding the best employee for your type of management style from the beginning goes a long way toward employee retention.

Be the brand that people want to work for

Even if you rebrand to draw in new customers and create loyalty for your organization, this will also benefit you in finding the best employees. People work for big companies like Disney and Apple not just because they like amusement parks and smartphones. They love the brand and all that it entails. They want to be ambassadors for it.

Building a strong brand takes intention and purposeful action but pays dividends in employee attraction and retention. If your company has an outdated website, mix and match logos, inconsistent marketing, and lacks purpose and values, a comprehensive rebranding process will reignite the passion for your brand with your current employees and attract the right kind of future employees.

Here at Hoyden, we specialize in rebranding. Our team of awesome people is here to help your organization thrive, and we would love the opportunity to work with you.

rebranding checklist

2021 Marketing Roundup

Every brand has different marketing goals and strategies. All year long, we watch our favorite brands try out new marketing strategies and now we’ve rounded up some of the biggest, best, and most notable marketing moments from 2021.

2021 Marketing Roundup

Every brand has different marketing goals and strategies. All year long, we watch our favorite brands try out new marketing strategies and now we’ve rounded up some of the biggest, best, and most notable marketing moments from 2021.

Four Reasons to Revamp Your Marketing Strategy

Four Reasons to Revamp Your Marketing Strategy

Your work here is done. You established a marketing strategy last year and it went well. All you need to do now is sit back, relax, and let the customers roll in.
Or maybe not. A marketing strategy is not something you can fix and forget – it is something that needs tending, like a garden. And sometimes, it may need revamping altogether.
Here are the top five signs it’s time to go back and rework your marketing plan.

Things have slowed down

Results may improve dramatically when a new marketing plan is implemented, but after a while, some of that growth tends to taper off. Sure, your sales are higher than they were before, but are you growing?

Some things to consider:

If you brought in new customers with your existing marketing plan, are you keeping them?
What about the customers who didn’t see or respond to this marketing strategy – how do you reach out to them?

You are paying for things that don’t work

Even if your marketing strategy is successful, not every aspect of it may be. It’s always a good idea to refresh your plan and look at where your resources are making the biggest impact, and what can be cut. This way, you’re sure to get the best bang for your buck.

Revamping your marketing strategy can include:

Tracking your engagement on social media posts and deciding which types provide the best results
Adjusting advertising audiences and keyword targets if your cost per click is too high
Increasing your budget in areas that are showing success
Decreasing spending in areas that are yielding little to no results
Evaluating who is receiving and responding to your messages, and who isn’t

You are talking to the wrong crowd

A marketing campaign can be very successful if it is getting your product or services in front of a lot of eyes – but if they are the wrong eyes, it may seem pointless. If your ads are reaching people who will not convert to a sale, it may be time to rethink your marketing plan.

Here are some of the people who may be responding to you, but not helping your bottom line:

Browsers but never buyers – they like your content. It’s always good for a laugh, but they aren’t in the market for what you’re selling. Or they are loyal to their existing provider.
Business peers – sure you may have 50 new followers, but they may be your competitors or peers who just want to see what you’re up to or gain ideas to build their own business.
Not the right person for your brand – maybe your hilarious ad campaign really hit well with the teenage crowd, but they don’t have the budget or need for what you’re providing. Maybe they can tell their parents, but the chances are low. Revamping your strategy goes a long way to making sure the right people are looking at it.

Trends keep changing

While something may be clever and funny one week, something else will be the next. We’re not saying you have to change your marketing strategy every week, but it’s always healthy to revamp it to make sure you are following the latest trends.

Things that can change quickly:

The most popular social media platforms – it seems as though there is a new one every day, which can be hard to plan on which ones will stick.
Common phrases, slang, and memes – no one wants to be that guy saying last year’s phrase that doesn’t even make sense anymore.
Platform algorithms – social media sites frequently change the way they show people’s content and get it in front of most people. An annual revamp will ensure you are hitting all the points you need to in order to be successful.
SEO changes – it’s always best to determine if you need to change or add any words to make your website up to date for search engine optimization.

ot only do things change in the marketing and social media world, but they change within your organization, too. Even if there have only been small things that have been altered over time – your company is not exactly the same as it was a year ago.

Evaluating and adjusting your marketing strategy helps you make sure that all your platforms are up to date and you are presenting your current image, not the one you were excited about a year or two ago.

Here at Hoyden, we put strategy first. Our team of awesome people is here to help your organization thrive, and we would love the opportunity to work with you.

Why Interns Shouldn’t Manage Your Social Media

Why Interns Shouldn’t Manage Your Social Media

Please heed this very important warning – don’t feed your interns to the trolls. The social media trolls, that is.

When a new intern shows up to your office for their first few days on the job, many people tend to give them the work that no one else wants to do. Fetch the coffee, make the copies, answer the phones, and of course…post on social media.

While that may seem like a great task for a college student who spends a large part of their day on apps anyway, it’s not the best idea. In fact, it could turn out very badly.

Here are our top five reasons why you shouldn’t let your intern run your social media.

30 Days of Social Media Content

They are practically strangers

We’re not saying that your intern is stupid, far from it. But they haven’t been around your company long enough to know the things that will create meaningful content to drive sales and leads to your business. They don’t know the top-selling products, the discount trends, the jokes you share with your customers, or which staff members to feature.

They also know nothing about the brand you’ve been building and the tone in which you communicate with the community. A lot of hard work can be lost due to handing the digital reins over to a newbie. 

Social media is an important driving tool for your brand. You need to have someone who can study your analytics and make long-term decisions about your account.

It’s All Just Temporary

Sure, having the intern post to your Facebook page every day may seem like a tempting break, but what happens when they go back to their regularly scheduled class load and it’s handed off to someone else? A unified, cohesive tone of voice for your brand is difficult to maintain if the person behind it is changing every three to six months.

Not to mention, there may be posts that need boosting or great advertising opportunities, but it is unlikely that you will feel comfortable giving buying power to someone who is only there for six months.

30 Days of Social Media Content

Not All Apps Are Equal

It may seem strange to consider, but not all college-aged students are familiar with every single social media app. We hate to be the bearer of bad news, but most young adults consider Facebook something for the older crowd. There are so many social media apps, and they all serve different target audiences. Depending on who you’re aiming to reach, your intern may not be able to connect with them over that medium without some guidance.

At the same time, having someone who is familiar with newer platforms may bring your office up to date with the latest apps that are on the scene. This collaboration can be great. But what happens when their internship comes to an end and there is no one left behind who is passionate enough to continue posting that content? You become a ghost on that platform.

No experience

Sure, your intern has been on social media for many years. That doesn’t mean; however, they are ready for all the responsibilities that come with a band’s account. Beyond typos (let’s not throw the intern under the bus on that one, everyone makes typos from time to time), there are several important things to think about when posting from an account that isn’t their own.

Do they have permission to use the images they picked? Do they engage with the trolls? What happens if a customer posts a complaint? There are so many things to consider when it comes to posting to social media. Interns are here to learn, and they do that by being taught. Not by being thrown into the fire on their first day.

Crisis management

While a college intern may know their way around a keyboard better than you, they have far less experience dealing with crisis management. If there is a major issue happening for your business, anything they do or say on social media can go viral or be misinterpreted.

It’s a lot of pressure to put on someone who is just in your office for college credit. You want someone at the helm that can effectively communicate with your audience the important information and facts about the situation. Or to not post at all if the situation warrants. Staying calm and not responding negatively to comments on social media is an important lesson to learn.

Social media is important to your brand. While it may be tedious to post on your page every day and monitor all your platforms, it’s not something that can be passed off to the youngest and newest team member who is only there for a few months.

Interns are in your office to learn. So, why not use this great opportunity for them to learn from someone with more experience. Then when they graduate and are hired for their first job, they will have the tools they need to be successful.

Meanwhile, your brand will be safe and secure in the hands of someone dedicated to getting the most out of your social media platforms.

2021 Marketing Roundup

Every brand has different marketing goals and strategies. All year long, we watch our favorite brands try out new marketing strategies and now we’ve rounded up some of the biggest, best, and most notable marketing moments from 2021.

2021 Marketing Roundup

Every brand has different marketing goals and strategies. All year long, we watch our favorite brands try out new marketing strategies and now we’ve rounded up some of the biggest, best, and most notable marketing moments from 2021.

How Targeting in Digital Advertising Makes All the Difference

How Targeting in Digital Advertising Makes All the Difference

Digital advertising and marketing have become more important than ever to businesses and organizations. With traditional sales strategies struggling because of canceled events and diminished foot traffic, many have had to pivot their marketing plan to embrace new digital advertising and marketing opportunities.

As with any marketing, your return on investment is very dependent on how strategic you are in your approach. You can very easily throw thousands of dollars away and not understand why you aren’t seeing the results you desire – especially if you don’t have a lot of experience analyzing what impressions, clicks, and any of the other metrics in the reports provide.

Targeting is the key to getting a higher return on your investment with digital marketing. The German philosopher Arthur Schopenhauer stated, “Talent hits a target no one else can hit. Genius hits a target no one else can see.” Identifying who to target can be challenging, but it is worth the effort each and every time.  If you don’t have the talent (or genius) on your staff, consider hiring an outsourced marketing agency that can ensure you are getting the most for every dollar. Their expertise partnered with your understanding of your ideal customers can drastically improve the results of your efforts.

There are five key areas that can make a big impact on your digital advertising campaigns.

1. Get Granular

One of the blessings of digital advertising is that you can get very detailed in who you are targeting.  The more detailed you get, the better your results.

This may be difficult to understand for some.  It may seem like the more you target, the more opportunities for sales but that is not how it works.  If you really dial in on a specific target, it’s easier to identify if your strategic plans are working.

Imagine you have ten arrows.  Is it easier to hit a target by shooting those arrows one at a time if you have 100 small targets?  Or one large target?  That’s how it works in digital advertising.

2. Play Pretend

This is going to sound silly, but it’s time to put on your imagination hat. Pretend you are one of your customers.  Who are you? What is your age range? Where do you live? Where do you go to seek out information on your problems? How do you stay on top of industry news or get continuing education? What are your interests or behaviors?

Answering these questions will help you build buyer personas that will help you target your digital advertising to the right kind of potential customer.

3. Build Your Library

Now that you have your personas built, it’s time to build your content library with content that appeals to them. Provide the answers they are searching for in their day-to-day work lives. 

More content on customizable landing pages improves your chances to get both paid and organic clicks from your target markets. Content is still king when it comes to attracting your buyers who are searching for the answers your products or services can provide them.

4. Customize the Content

The next step is to actually build your digital advertising.  You need to customize it to the different personas that you have built.  What is going to make them take action and click on the link or ad to go to your website?

The same ad can be customized in many different ways for many different placements depending on the personas you built. Once they get to your content (that has been customized for them as well), the next trick is to capture them as a lead and add them to your sales funnel.

5. Plan to Pivot

The unfortunate truth is that digital advertising is not something that you can ‘set and forget’. It needs constant monitoring and adjustments. As things change in the marketplace or your buyers’ behavior changes – you will also need to change.

You may discover that your personas aren’t quite right and they may not be your ideal customer. You may need to adjust your content, your advertising, or your targeting.

There’s more to digital advertising and marketing than just throwing up some Facebook or Google ads. As with every marketing effort, you need to be strategic in your approach. Otherwise, you’ll be throwing money down the drain and miss the mark on achieving the results you need with your marketing dollars.

If you need help with any of this – strategy, training, setup, or management, please contact us. We would be happy to have a consultation with you to discuss your needs and budget and find a solution that will work for you and your team.

2021 Marketing Roundup

Every brand has different marketing goals and strategies. All year long, we watch our favorite brands try out new marketing strategies and now we’ve rounded up some of the biggest, best, and most notable marketing moments from 2021.

2021 Marketing Roundup

Every brand has different marketing goals and strategies. All year long, we watch our favorite brands try out new marketing strategies and now we’ve rounded up some of the biggest, best, and most notable marketing moments from 2021.