Best Strategies for SEO for Family Law Firms
Feb 01, 2024
10 min read
Table of contents
- Setting the Foundation with SMART Goals
- Crafting a High-Performance Website for Family Law
- Optimizing for Local SEO and Beyond
- Paid Advertising and Client Acquisition
- Establishing Trust and Referral Networks
- Engaging Clients with Free Consultations and Reviews
- Online Directories, Local Services Ads, and Beyond
- Conclusion:
In today's digital age, it is crucial for law firms to stay up to date on the latest marketing trends and strategies to remain competitive. Digital Marketing Strategies for law firm go beyond traditional methods of advertising and focus on creating a comprehensive digital presence. This includes a well-designed website, social media presence, and effective search engine optimization techniques. By staying on top of Law Firm Marketing Trends and utilizing these digital marketing strategies, legal practitioners can attract new clients and establish themselves as leaders in their respective fields.
Setting the Foundation with SMART Goals
Setting the foundation for a successful digital marketing campaign in family law begins with the establishment of SMART goals—Specific, Measurable, Assignable, Realistic, and Time-related. Tailoring these goals specifically for family law practices is essential for creating a strategic framework that aligns with key objectives.
Understanding SMART Goals for Family Law SEO
In the ever-evolving landscape of family law, where online visibility is paramount in SEO for family law firms, Online Marketing For Lawyers and setting SMART goals is the cornerstone of a successful digital marketing strategy. SMART goals provide a structured framework that ensures clarity, accountability, and a targeted approach towards achieving desired outcomes.
- Specific: Specific goals are critical in family law practices. Identify your goals for income creation, brand visibility, trust-building, lead generation, and client acquisition. For example, a specific aim can be to boost consumer inquiries through the website by a given proportion.
- Measurable: Create measures to track performance and progress. Measurable goals in SEO for family law firms may involve measuring website traffic, conversion rates, or the amount of prospects generated. Quantifying these factors provides insights into the success of your digital marketing activities.
- Assignable: Assign responsibilities for each component of your SMART objectives. Whether it's optimizing the website for improved performance, managing social media for increased brand recognition, or applying local SEO techniques, allocating duties promotes accountability and efficiency.
- Realistic: Goals must be realistic and feasible, given the available resources and limits. Based on your existing position and available resources, determine the possibility of boosting income, expanding brand recognition, and attracting clients.
- Time-related: Create a timeframe for reaching your goals. Having a monthly, quarterly, or annual timetable promotes a feeling of urgency and allows for efficient progress tracking.
Crafting a High-Performance Website for Family Law
In the competitive realm of family law marketing, a well-designed website is the foundation of your digital presence, acting as a virtual shop for your legal firm. To fully stand out, you must establish a high-performance web platform that captivates visitors while also easily converting them into potential clients.
Begin by embracing a user-friendly design that provides easy navigation while expressing professionalism and dependability. Optimize for mobile responsiveness, taking into account the high number of mobile consumers seeking legal services. This improves the user experience and fits with search engine algorithms that prefer mobile-friendly websites.
Content is king, and it is particularly important in family law. Create compelling, useful material that speaks to your target audience. Incorporate important keywords naturally into your text to ensure your website appears high in search engine results. Keywords like "family law attorney", "divorce lawyer", "Personal Injury Law Firms" and "child custody legal advice" will help your website get more traffic.
Consider using client testimonials and success stories to establish trust in new prospects. With Lawyer Internet Marketing you can showcase your knowledge of family law by writing insightful blog entries that address frequent problems and provide important insights. By crafting an engaging story, you position yourself as an authority figure in family law, attracting customers looking for dependable, experienced legal representation.
Optimizing for Local SEO and Beyond
Local SEO Strategies for Family Lawyers
For family attorneys looking to have a strong online presence, Local Search Engine Optimisation (SEO) is essential. Local SEO is a strategic technique that aims to increase exposure and generate leads in a specific geographic area. Google's local map pack has a significant impact on local SEO for family law practitioners. By optimizing your visibility on this map, you boost your chances of appearing in the top results when potential clients in your region look for family law attorneys. This high exposure means that your firm is at the forefront when people are actively looking for legal help.
Additionally, a well-optimized Google My Business profile is required. Make sure your company information is correct and up to date, including your location, phone number, and business hours. Encourage pleased customers to write good feedback, since this not only improves your online reputation but also influences local search rankings. By properly utilizing local SEO methods, family attorneys may establish themselves as the go-to legal practitioners in their respective geographic locations.
The end effect is enhanced exposure, targeted lead creation, and a competitive advantage in the local market. As more people seek online family law services, local SEO becomes an important tool for family attorneys trying to grow their clientele and create influence in their regions.
Climbing the Ranks with Organic SEO
Mastering Organic Search Engine Optimisation (SEO) will help you take your family law firm to new heights. To get a prominent position in organic search results, focus on providing expert content that speaks to your target audience. Conduct rigorous keyword research to uncover high-impact phrases related to family law and elegantly integrate them into your content.
Optimise meta tags, such as title tags and meta descriptions, to increase the visibility and click-through rate of your web pages. Implementing these successful SEO methods can help your family law practice climb the search engine rankings, ensuring that potential clients find you when they need legal help.
Stay competitive in the digital market by constantly improving and increasing your material, showcasing your competence, and developing your practice as a trusted authority in family law.
Paid Advertising and Client Acquisition
Utilizing Google Ads for Family Law Practices
Unleash the power of Google Ads to propel your family law firm to the forefront of internet exposure. Strategic advertising can help you gain rapid visibility on the coveted first page of search results. Collaborate with seasoned marketing specialists to find and bid on relevant search phrases, ensuring that your sponsored advertising gets the attention of potential clients looking for family law services.
Google Ads provides a quick path to visibility, helping your practice stand out in the competitive digital market. This paid advertising technique not only complements but also accelerates your complete digital marketing plan. By using the accuracy of Google Ads, your family law firm may efficiently connect with people in need, delivering relevant traffic and new customers to your door. Elevate your online presence and gain a competitive edge with the swift and targeted impact of Google Ads.
Establishing Trust and Referral Networks
Earning Referrals in the Digital Age
In the digital era, when trust is essential, use the long-lasting power of word-of-mouth and referrals to strengthen your family law firm. While the environment has shifted, the effectiveness of delighted clients advocating your services remains a critical component of success. Encourage your clients to share their great experiences, resulting in a strong network of future clients who believe in the credibility of personal referrals.
Your family law business can expand its neighborhood reach by promoting a referral-centric approach. Clients that are satisfied and advocate for your services become important ambassadors.
This not only strengthens your reputation but also creates a network of trust that appeals to new clients looking for dependable family law experience. Adopt the time-honored method of generating referrals in the digital age and watch as your firm grows as a result of delighted customer recommendations.
Engaging Clients with Free Consultations and Reviews
Offering Free Consultations for Accessibility
In the field of family law, where accessibility and trust are critical, respond to potential customers' cost worries with a persuasive strategy: give free initial sessions. By providing this vital service, your family law office displays a dedication to breaking down barriers and making legal aid accessible.
Effectively express this offer on your website, using a user-friendly design that conveys transparency and encourages confidence. Highlight the dedication to understanding clients' requirements without financial constraints, fostering a climate in which individuals feel encouraged to seek legal counsel without concern.
This method not only answers cost issues, but it also becomes an effective tool for turning website visitors into customers. It projects a good and inclusive picture of your family law firm, demonstrating a commitment to client well-being from the first engagement. In the competitive world of family law, providing free consultations becomes an effective stimulant for developing long-term client relationships.
Building Credibility with Customer Reviews
In the digital era of family law marketing, developing reputation is inextricably linked to the power of online reviews. Exceptional customer service is the cornerstone for favorable ratings, demonstrating a family law practice's dedication to client happiness. Actively seek client evaluations on popular platforms like Google or Yelp, encouraging delighted customers to share their experiences.
Respond professionally to all evaluations, demonstrating your commitment to client input and continuing development. Positive reviews demonstrate the level of service given by your family law firm, influencing future customers who rely on the opinions of others. Furthermore, responding to unfavorable reviews professionally indicates honesty and a willingness to resolve issues.
Family law practices may develop trust by actively maintaining and exploiting consumer reviews. Family law practices not only build trust but also enhance their online reputation, positioning themselves as credible and reliable partners in legal matters.
Online Directories, Local Services Ads, and Beyond
Online Directory Listings for Visibility:
Increase your family law practice's internet visibility by carefully listing it in trusted directories like Avvo. These high-traffic platforms offer significant opportunities for attorneys to demonstrate their skills, emphasize specific practice areas, and communicate important contact information. By partnering with these directories, your firm may reach a larger audience actively looking for legal services, increasing its overall exposure and trustworthiness.
Local Services Ads (LSAs):
Use Local Services Ads (LSAs) to expand your reach inside a specified geographic area. These specialized adverts use a cost-effective pay-per-lead strategy to ensure that your family law services are clearly shown to potential customers in your local neighborhood. Strategically using LSAs allows your practice to effectively engage with persons seeking legal advice, giving a focused and results-driven approach to local advertising.
Conclusion:
In the dynamic and competitive environment of family law, executing these complete methods is critical for practitioners who want to maximize their online presence, attract new customers, and develop trust in the digital age.
By adopting digital prominence, family law practitioners may successfully engage with customers, increase income, and develop a strong online presence that sets them apart in the legal services industry. Legal Firm Avoid Digital Marketing Blunders by incorporating proven methods, you can set your family law office up for long-term success. Consider scheduling a free strategy session with Saffron Edge to learn how to improve your family law SEO and take your practice to new heights.
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How to Increase Your AOV of Your Shopify Store?
The world of ecommerce is a dynamic one that is constantly undergoing change, and this is why entrepreneurs often find themselves in perpetual pursuit of growth. Launching an online store, marketing products, and making consistent sales are critical milestones that lay the foundation for success. However, many business owners encounter a puzzling challenge along the way: their revenue starts to stagnate, seemingly trapped at a low average order value (AOV). As an ecommerce entrepreneur, witnessing your store on the precipice of plateauing can be disheartening. While increasing website traffic seems like an obvious solution, it often translates into more work, higher costs, and an unsustainable acquisition treadmill. Fortunately, there is a strategic remedy that offers immense potential: optimizing and elevating your average order value. By encouraging customers to purchase more items or invest in higher-priced products, you can break free from the shackles of stagnant revenue and ignite sustainable growth. In this article, we will delve into the concept of average order value, explore its significance for your business, and uncover practical strategies to measure and enhance this crucial metric. Unlocking the power of average order value not only bolsters your revenue but also fosters customer loyalty, increases profitability, and enables your business to thrive in an increasingly competitive ecommerce landscape. So, let us embark on this journey to uncover the secrets of maximizing average order value and unlock the full potential of your ecommerce business. Are you ready to take your online store to new heights? Let's dive in! What is AOV? The average order value (AOV) refers to the average amount of money customers spend per transaction at your store. It can be calculated by dividing the total revenue by the number of orders, resulting in the average order value. For instance, if your store generated $1,700 in total revenue from 100 orders, the AOV would be $17. This means that, on average, customers spend $17 per purchase at your store. Shopify provides customer reports that automatically calculate this metric, or you can utilize various apps available in the Shopify App Store. Two other important metrics to consider are average basket value and customer lifetime value. Average basket value indicates the average number of items sold per transaction, while customer lifetime value measures the total worth of a customer throughout their entire relationship with your business. Monitoring customer lifetime value is crucial for customer retention. To boost your average order value, you'll need to encourage customers to add more items or higher-priced items to their shopping carts. In the following sections, I will present five practical strategies that can help you increase the average order value of your store and encourage customers to make larger purchases at checkout. How to Calculate AOV? To calculate the Average Order Value (AOV), you can follow these steps: Determine the time period: Decide on the specific time period for which you want to calculate the AOV, such as a month, quarter, or year. Collect the necessary data: Gather the total revenue generated during the chosen time period and the number of orders placed within that same period. Calculate the AOV: Divide the total revenue by the number of orders to calculate the AOV using the formula:Average Order Value = Total Revenue / Number of Orders For example, if your total revenue is $10,000 and you had 500 orders, the calculation would be: Average Order Value = $10,000 / 500 = $20 Therefore, the AOV in this case would be $20. Remember that the AOV provides insight into the average amount spent per transaction by customers at your store. It can be a useful metric for evaluating customer behavior and identifying opportunities to increase revenue. Tips to Increase Your AOV Product Recommendations: Product recommendations are a powerful way to increase AOV by suggesting additional products that customers may be interested in. For example, on a fashion and apparel website, you can use phrases like "Complete the look" to showcase accessories or complementary items that go well with the main product. Websites like Zaful effectively display products that other users have viewed, incorporating social proof to encourage customers to explore more options. Upsell or Cross-sell Complementary Products: Upselling involves recommending higher-priced or upgraded versions of the product the customer is considering. Cross-selling, on the other hand, suggests complementary products that enhance the customer's purchase. For instance, if a customer is buying a laptop, you can recommend a mouse or laptop bag as a cross-sell item. Colorado Crafted uses a cross-sell tactic on their checkout page, offering customers the option to add a Colorado Water Bottle and increase their order value. Set Order Minimums for a Discount: By setting order minimums, you can incentivize customers to increase their cart value to qualify for a discount or free shipping. United By Blue, for example, offers free shipping for orders over $100. This strategy encourages customers to add more items to their cart to meet the threshold and take advantage of the offer. Using a promotion bar on your website can effectively communicate the minimum order incentive. Set Up a Customer Loyalty Program: Implementing a customer loyalty program is an effective way to increase AOV and encourage repeat purchases. Rewards or loyalty programs provide incentives for customers to engage with your brand and earn benefits. Nordstrom's loyalty program, The Nordy Club, rewards big spenders, offering incentives such as exclusive discounts and early access to sales. By providing points-based systems or tiered rewards, you can motivate customers to spend more to earn additional benefits. Bundle Products or Create Packages: Product bundling involves combining multiple items together at a discounted price compared to purchasing them individually. This approach increases the perceived value for customers and encourages them to make a larger purchase. For example, BioLite bundles their camping stove with accessories, providing customers with a complete cooking solution. Offering customizable bundles, like allowing customers to build their own first aid kit or gift box, also increases AOV by empowering customers to choose additional items they desire. Optimising the Checkout Flow: Implementing cross-selling and upselling strategies in the last step of the checkout flow is a highly effective way to increase AOV. This is typically done by suggesting additional products that complement or enhance the customer's purchase. For instance, Weezie Towels cross-sells a pair of towels during the final checkout step, offering customers the opportunity to add an extra item to their order. Primally Pure Skincare takes a similar approach by presenting various upsell products based on what customers have already added to their cart. These strategies leverage the customer's intent to purchase and encourage them to consider adding more items, resulting in a higher AOV. Smart Cart: Promoting additional products through cross-sells and upsells in the cart is an effective method to increase AOV. Brands employ different approaches to present these opportunities. Parachute Home utilizes a side-cart upsell to showcase complementary products or even collect donations for charity. Black Rifle Coffee strategically offers recommended products, texture options, and additional upsells directly in the cart, making it easy for customers to add more items to their purchase. Draper James provides a simple upsell option for gift wrapping, while Margaux offers cross-sell products positioned below the cart. By strategically placing these options and showcasing relevant products, brands can entice customers to make additional purchases, thereby increasing AOV. Optimize Your Free Shipping Threshold: Optimizing your free shipping threshold is an effective way to encourage customers to increase their cart value. When customers see that they are close to qualifying for free shipping, it motivates them to add more items to their cart in order to meet the threshold. Homesick Candles, for example, displays a banner indicating the remaining amount needed to qualify for free shipping, providing a visual reminder and incentive for customers to add more products. By setting the threshold slightly above your average order value, you create a sense of attainability and encourage customers to add just a bit more to their order to enjoy free shipping. This strategy not only boosts AOV but also enhances the overall customer experience. Upsell & Cross-sell on the Thank You Page: After customers have completed their purchase, the thank you page offers another opportunity to increase AOV through upselling and cross-selling. Using tools like CartHook or Bold Checkout, you can present one-click upsells and cross-sells to customers who have already purchased. This presents an advantageous situation as customers are in a buying mindset and may be more receptive to additional offers. The key is to promote products that are easy to add without much consideration, allowing customers to make quick purchase decisions. This strategy capitalizes on the customer's existing purchase and maximizes the revenue potential from each transaction. In Conclusion Implementing strategies to increase average order value (AOV) can have a significant impact on your revenue. However, it's crucial to implement these strategies properly and in a way that aligns with your brand's image and user experience. Avoid using unexpected pop-ups, elements that deviate from your brand guidelines, or anything that disrupts the user experience negatively. The examples we've shared above demonstrate effective implementations that enhance the customer journey without being intrusive. Remember that optimizing your store for a higher AOV is equally important as optimizing for conversions. Bundles, selling larger quantities, cart cross-sells, checkout upsells, optimizing shipping thresholds, and post-purchase upsells are all effective ways to boost AOV. Start by implementing one strategy and test different products at various price points to find what works best for your business. If you need assistance optimizing your e-commerce store and implementing strategies to increase AOV, consider contacting Saffron Edge. Their team of experts can provide guidance and support to help you achieve your revenue goals. Take the next step towards increasing your AOV and driving higher revenues with Saffron Edge today! ...
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5 Inbound Marketing Checkpoints To Verify Your Website Health
A good website is not that which has been designed to portray beauty but that which has the power to pull in incessant loads of traffic and conversions. If your website is not having these all-in-one characteristics, then it may not meet your demand in the meantime. Your website’s health is the degree of responsiveness of such the site. It combines the traffic ratio, bounce ratio, user engagement on mobile and desktop, and subsequently the SEO response rate. If your site has a YES to all of these main checkpoints, then you perhaps might be looking at only a few areas to improve on. Inbound marketing is productive, nevertheless, the ups and downs hit once the website health is in a poor state. And the only way to figure and curb this is rather through proper check up on your site in a timely manner. Understanding important areas to perform a routine check, alter and remodel. Some of these marketing checkpoints to verify your website’s health includes: Your Website’s Internal/External Linking It’s quite funny to notice that some websites have more that 500+ External links within it; But maybe before one would say “Jack Robinson” the links are nowhere to be found. What do you have to say about this, evidence of quality backlinks? I guess no. It's advisable to ensure that your internal links are factors that would not break your site into boundless strands. Ensure that your link structure is strong and genuine (both internal and external). On the same hand, using automated means to enrich your website with links will not help it grow or mitigate the problems, but would rather incur more search engine penalties. Also, splitting up your contents info into 400 to 500 pcs of non-related articles makes it difficult for search engines to categorize it. Duplicate Content Does your site have duplicate contents therein? This is another inbound marketing checkpoint to verify your website’s health status. A lot of businesses prefer letting professionals handle their website in their best practices while some believe magic would occur in a twinkle of an eye. Nonetheless, there are so many failure stories even so, more are flooding in by the day. Notify your website management on the issue of copied contents and give reasons why you wouldn’t tolerate the practice (these does not mean they engage in such practice, but it alerts them on your awareness). Your Website’s Page Speed No one likes to waste time on any non-informational article or piece. They’ll rather prefer taking a walk down to the next website or perhaps pinch the search engine for the second time. Here comes the juncture where the word SPEED comes into web development and inbound marketing. A website’s speed determines its conversion in general. Potential visitors are sure to leave immediately they noticed the sluggishness in loading speed of your site, and hence increases your site’s bounce rate. The solution is simple, optimize the usage of tools like Google Pagespeed Insights in analyzing your site’s speed. Hence, reduce the size of possible content components like images, page contents etc. Doing this will speedily improve your site’s performance. Practical SEO Understanding practical SEO is an added advantage, this helps to provide clarity to search engines crawlers as to what to translate. Bad SEO techniques aimed at maneuvering search engines crawlers with the quest to get top ranking is undoubtedly going to fail. However, you may enjoy it for a short period of time. This is an inbound marketing checkpoint where a professional business should combine to tackle. Crawler Issues When Search Engine crawlers fail to pick up your site on its routine indexing, this means your site is suffering from what is known as “Crawler Issue”. Why does this occur? There are so many things that cause crawler issues… Bad SEO Sitemap Blackhat SEO for your websites Refusal to submit sitemap to search engines Bad website structuring and mapping. ...
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Social Media Marketing for Brands: The Impact of Instagram
Instagram is impactful where it matters most today – visually. The modern consumer has an ever-thinning attention span, now only 8 seconds. While once marketers felt comfortable publishing a page full of words in their ads, they must now employ mere phrases. A Picture is Worth a Thousand Words This may be an old adage but is more applicable today than ever. The modern human brain is bombarded with information. When they wake up, they check emails and messages. As they get ready, every household item, including their cereal and bread, is covered in marketing collateral that seeks to make a lasting impact. As they drive to work, billboards seek their attention. The radio is laced with ads. Even the cars in the traffic jam may be stamped with brand logos. They have already witnessed more information than the people two generations ago might have in an entire day – and they haven’t even started the day with a morning coffee yet! If the old ways of marketing are useless in 2022, then what works? Instant/ Moment Marketing The mantra of modern marketing is to catch the user in the moment. If your copy promises an impact in the future, you may have already lost the reader. If your visual does not stand out in the very second the user is scrolling their feed, you may have missed their eyes. The eyes of the modern human have learned to eliminate distractions to keep their sanity intact. They must meet something truly different from the status quo to stop for a second, and witness. How Instagram’s Philosophy Aligns With Marketing for the Modern Human? What was the idea behind Instagram? It wished to emulate polaroid cameras in how instant and magical they felt. The core of Instagram’s philosophy is catching one’s “instant” moments throughout the day and presenting them to friends. This aligns perfectly with the mantra of modern marketing. Catching the target audience instantly with your brand’s communication is key to marketing success. How Much Impact Can Instagram Create in Your Marketing? Another quirk of the 2022 consumer is that they prefer to browse the web on mobile phones. In fact, there are more mobile web users today than desktop web users. Instagram is the second-most downloaded mobile app. The brand-building that can be done via Instagram is invaluable. The average user also logs into Instagram frequently. These frequent bursts of usage, which are spread throughout the day, accumulate to about half an hour of usage. How do these frequent bursts of Instagram usage help with marketing? They create a consistent level of brand visibility when intertwined with factors such as: Intriguing visuals, Catchy copy, Relatability, sometimes with the use of Instagram influencers, etc. Instagram users are expected to grow at a steady rate, projected to be 1.44 billion in 2025. Consistent promotion in this user base is bound to land. Now, let’s investigate two immensely successful brands that make good use of Instagram for marketing. This will help us understand just why brands are willing to spend billions to market on Instagram. Case Studies of Two Successful Brands on Instagram Here are two different yet equally masterful strategies for Instagram marketing. Nike’s Brilliant Use of Brand Deals Featuring Cristiano Ronaldo Nike signed Ronaldo for “a lifetime” in a Brand deal worth 1 Billion USD. Here’s why. Cristiano Ronaldo is the most followed individual on Instagram, with 455 million followers. At the time of writing, his followers are also expected to grow at a rate of 420k per day. However, the numbers only reveal half of the story. Ronaldo Sells a Connection The reason behind the billion-dollar deal between Nike and Cristiano Ronaldo was the quality of connection that Ronaldo has with his followers. Football, aka association football and soccer, has 3.5 Billion fans globally and every single one of them is familiar with Cristiano Ronaldo. A huge share of them is actively invested in what Ronaldo wears, how he trains, and what he does throughout the day. Why do 455 Million People Even Follow Cristiano Ronaldo? Why does someone even follow an athlete on Instagram? Is it to see “cool” pictures of them? Only partially. The primary factor that dictates why someone follows an athlete on Instagram is that it provides a sneak peek into the athlete’s life. The average follower is usually only allowed to see a certain aspect of the athlete’s life. They may watch them get off the team bus as they enter the stadium. They watch them play, either live or on TV. They witness occasional interviews. And then they may watch them depart the stadium. They may even be treated with training clips on TV. However, Instagram is the place where athletes can share something more about their lives. Instagram lets them have an autonomy that television studios do not let them have. The captions may reveal more about their real thoughts than an interview on TV. They may share a selfie with their family. They may share a clip of them playing football with their dog and children, as Lionel Messi often does. They may share a picture of them on vacation. Because the athlete shares instances of their life on this platform, there now becomes a special reason for followers to connect on Instagram. Brand deals capitalize on this very connection. Athletes and influencers also create perceived quality, i.e., an impression of excellence, about a product or service. The best influencers do so as if they were sharing a part of their lives. “The best marketing doesn’t feel like marketing.” – Tom Fishburne, Founder of Marketoonist How Marvel Makes Terrific Use of Social Reaction Chains on Instagram "For every action, there is an equal and opposite reaction, plus a social media overreaction." - unknown There is a reason that 4 out of the top 10 highest-grossing movies are produced by Marvel. Marvel has been able to utilize marketing in the digital sphere exceptionally well. Marvel has learned the art of sensationalizing digital news. Tom Holland, who plays Spiderman in the Marvel Cinematic Universe, is the prime example of this tactic. Very often in interviews, Tom Holland “slips up” and lets out information that fans think was confidential. For example, he hinted that Andrew Garfield, an actor who had also previously played the role of spiderman, was involved in Spiderman: No Way Home alongwith Tom Holland. Marvel fans burned in speculation and started sharing their opinions and theories on social media. So, Marvel did not just leverage their own social media handle for creating a buzz, they made use of the millions of Social media handles of their fans to create it for them. The noise rose to such degrees that the movie's success was fated. Spiderman: No Way Home grossed 1.37 Billion USD worldwide. Social media marketing is fuelled by people sharing content. Instagram’s algorithm highly values engagement in the form of: The number of shares a post has Whether the post is “saved” by a user or not The number of comments and likes the post has Marvel’s strategy performed exceptionally well in all these areas. Now, there is a common thread that connects Nike’s and Marvel’s Instagram marketing strategies. Instagram Helps Drive Brand Equity The best brands use Instagram to create a drastic increase in brand equity. What is Brand Equity? Brand equity is the social value associated with a brand. The more well-recognized a brand is, the higher its equity will be. Also, the better the reception of the communication from the brand is, the higher the brand equity. Some brands have such a high level of brand equity that an entire product or service might become synonymous with them. For example, many people refer to web searching as “googling something”. Instagram marketing is brilliant for raising brand equity in younger audiences. The 4 Levels of Brand Equity A consumer asks 4 questions about a brand. Let’s look at each of them and compare them with the aforementioned brand deal between Nike and Cristiano Ronaldo #1 Brand Identity - Who Are You? This level refers to how a consumer may immediately recognize a brand. For example, the iconic Nike swoosh is enough to get the brand name across. #2 Brand Image - What Are You? The brand image is the perception of the brand in the public eye. Influencer marketing is an effective way of improving brand image. Cristiano Ronaldo simply holding a new boot benefits Nike’s brand image. #3 Feelings About the Brand - What About You? To create greater brand equity, the brand needs to arouse specific feelings in its target audience. As an example, most fast food chains have red logos, because the color red is known to arouse appetite. Ironically, red is also associated in the brain with “fresh food” – think about apples. In Nike’s case, they hinge on feelings similar to an adrenaline rush. #4 Resonance - What About You and Me? The greatest level of brand equity is resonance, where a customer feels connected to the brand and feels them as an extension of their personality. As an example, Starbucks customers share such an affinity with the brand that it has them go there repeatedly. Half a billion people are actively invested in the boot that Ronaldo wears. Nike reaps the benefit of this active emotional investment. And this is the reason they were willing to pay a billion USD in 2016. Instagram, specifically, is the best digital place to drive brand equity since the platform is highly conducive to marketing in-the-moment and is logged into frequently, especially by young consumers. ...
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