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6 Easy Steps for Building a Brand On Social Media

Social media runs the world. 

And as a business owner, you can’t ignore this fact. 

If you want to build a strong brand, you should do it using Instagram, Facebook, Twitter, and other social media apps.

Beyonce GIF

Don’t worry. 

You don’t have to be a digital marketing expert to develop a social media branding strategy that will work for your business. 

In this article, we will explain what steps you should take to build your brand on social media and retain high profits in the long run.

Step #1 – Analyze your current social media branding situation

If you want to develop an effective branding strategy, you should analyze different aspects of your business first. 

You should conduct research to find out whether your brand and your products are a good fit for social media. 

importance of social media branding when scrolling

To do that, answer the following questions before branding yourself on social media:

  • Are the products related to your niche represented on social media? 
  • Do your closest competitors market their products on social media? Which platforms do they use the most?

After that, you should research your target audience and find the answers to a few more questions:

  • Do your customers use social media? Which platforms are their favorites?
  • How much time do your customers spend on each platform every day?
  • At what specific time of the day do your buyers use social media more actively? 
  • What types of content related to your products (e.g., how-to videos, behind-the-scenes photos) engage the audience the most?

Once you collected all data necessary, you can decide what social media platforms to use for building a brand. 

Additionally, consider what type of content to create and at what time of the day to publish new posts.

Step #2 – Create business profiles

The next step you should take when branding yourself on social media is to create catchy business profiles. 

Taktical example #1 of social media branding
Taktical example #2 of social media branding

Here is a short guide for you.

  • Use your brand logo as a profile picture across all social media platforms. It will help you to create a consistent visual brand identity and make your brand logo recognizable.
  • Write an intriguing bio. Your bio may contain the motto of your brand, as well as the mission and vision of your company. Besides, a bio may include a description of your products and shipment information. If you find it challenging to describe your brand, use may use writing services like Studicus and TrustMyPaper, or hire freelance writers via Upwork
  • Come up with a unique branded hashtag and put it in the bio. Encourage your customers to use your hashtag and spread the word about your brand on social media.
  • Add essential contact information. Make it clear for social media users where and how they can buy your products.

Step #3 – How to use social media segmentation for business 

In some cases of social media branding, it’s not enough to have one business profile on a chosen social media. 

If you target a few specific groups of buyers, you have to walk the extra mile.

This means segmenting your target audience and creating two or more accounts. 

Let’s say you sell two different groups of goods: men’s clothing and home decor items. 

To appeal to each specific group of buyers, you should create two separate Instagram profiles. 

In the first account, you will share men’s fashion tips. 

In the second account, you will publish interior design ideas.

Zara example of social media branding
Image sources: https://www.instagram.com/zara/ & https://www.instagram.com/zarahome

Do you want to build an international brand on social media? 

Then you should understand that your social media and branding must be accessible not for native English speakers only. 

For example, if most of your customers come from Japan and China, you should create two additional social media profiles specifically for these regions. 

For an effective branding strategy that targets these markets, your content must be written in local languages, and it must resonate with the local audience.

Step #4 – Create content that adds value to your target audience

Now let’s talk about how the quality of social media content matters when building a brand. 

If you want to build a strong brand, you should publish engaging, relevant, and useful posts on a regular basis. 

You should tell your followers more about your company, your key employees, and founders. 

And, you should discuss the values and principles your brand promotes. 

If it’s right for your brand, consider posting user-generated content (UGC), too.

L'Oreal example of social media branding

L’Oreal is a great example of building a brand on social media.

Between glossy studio shots and product highlights, they include staff features like this one with the hashtag #weareloreal.

These posts show the human side of an enterprise, letting people relate to the organization more while creating a holistic brand image.

“Brand building is not about using intrusive marketing to get short-term success. It’s about gaining trust and making lasting customer relationships in order to achieve long-term success.”

Hilary Burns, a social media writer at SupremeDissertations

It means you shouldn’t publish too many posts that market your products. 

Instead, an effective social media branding strategy means you should share posts that provide valuable information to your customers.

Step #5 – Maintain branding consistency across all social media channels 

To achieve the best results in branding on social media, you should keep the language and tone of voice consistent across all platforms. 

So before you start working on content production, you should decide what style and tone of voice you will use to engage your audience and present your brand in the most favorable light.

Your tone of voice can be professional, educational, serious, friendly, conversational, entertaining, flirty, or even sassy. 

tone of voice GIF

Your language can be simple and informal or industry-specific and formal. 

Additionally, you should decide whether you will or will not use slang, internet acronyms, professional and scientific terms, and shortenings.

Step #6 – Interact with your customers on social media 

The great news when it comes to social media and branding is that modern customers do like to interact with brands on social media

So once you create business accounts on social media apps, be ready to monitor the comments and direct messages.

For building a successful brand, you should answer all the messages, whether they are positive or negative ones. 

Nike example of social media branding with customer service
Image source: https://buffer.com/resources/social-media-customer-service

You should say “thank you” to your happy customers for choosing your products. 

And you should say “sorry” to your unsatisfied customers and try to fix the situation.

Wrapping up: Final thoughts on social media branding

Today, you have all the tools necessary to understand how to use social media for business success. 

So, nothing can hold you back from developing an effective branding strategy and bringing it to life. 

Use this article as a guide and you will avoid the mistakes that your competitors tend to make.

About the Author: Marques Coleman is a blog writer at BestEssayEduaction and GrabMyEssay. He specializes in marketing and copywriting. Moreover, he is an avid traveler and always tries to learn something new.

 

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GROWTH HACKS Tips & Tricks

Taktical Growth Hacks – #158

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Growth Hack #1 – 12.1% More Paying Customers + 4 Tips for More Blog Conversions:

ComScore found that 27% of people who searched for a coupon code never returned to purchase.

Blog content can help drive website visitors through the funnel towards converting. Here are some ways you can turn your blog readers into customers:

1. Use retargeting ads. These ads display only for people who have visited your blog in the past.

How to do it: Place a remarketing pixel on your blog to capture your audience -> Add remarketing ads -> CTR (Click thru rate): 0.2%

2. Place Hellobar on your blog -> Average Newsletter subscribers: 3.53%
3. Place a popup on your blog -> Average Newsletter subscribers: 0.5% – 2%
4. Opt-in form at the end of each blog post -> Newsletter subscribers: 0.75% – 2%
5. Offer free webinars using Google Hangouts for your subscribers -> Free trial signups: 41%. They convert to –> Paying customers: 12.1% of the time

Source: www.quicksprout.com

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Growth Hack #2 – Free Stuff is 82% Better Than a Good Deal:

What types of offers lead to more sales? Well, this study did an A/B test of a good deal and a free offer.

Here was the offer:

1. A cupcake and 2 cookies package for $10.
2. A cupcake for $10 + 2 cookies for free.

The results showed that people buy option #2 at an 82% higher rate than #1.

Source: www.scu.edu

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small business insights - website

Growth Hack #3 – Why Exit Pages Matter Most When Optimizing Your Website:

Most of the time, we like to look for the most popular pages on our website. This is helpful for coming up with new blog post ideas, among other things.

But opportunity also lies in identifying your worst performing pages. This process is how you find holes in your content and SEO strategy.

Here’s how that process works:

– Ideally, you want to keep prospects on your site long enough to convert them from lead or customer.

– For this reason, you need to go to the Behavior tab in the Google Analytics menu.

– Then, click Exit Pages under the Site Content menu.

This process will show you the pages where prospects most often exit your website.

With that information, you can then analyze these pages and look for ways to keep prospects engaged with your website.f

You might have to change the design or refresh/re-write the content, depending on how important the page is.

Source: https://www.searchenginejournal.com/6-ways-use-google-analytics-havent-thought/155118/

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The Absolute Worst Facebook Ads of 2019

We’ve all seen them: The Facebook ad so bad, it brought tears to your eyes.

Sadly, this unfortunate occurrence is often more than once-in-a-lifetime.

There are more than 6 million businesses advertising on Facebook each month.

As you can imagine, this means there’s plenty of opportunity for the good, the bad, and the ugly of Facebook ad examples.

digital marketing channels
Image source: https://buffer.com/state-of-social-2019

Instead of pitying the poor digital marketers that run such cringy Facebook posts, use them as examples of how to improve your own ad strategy.

We’ll show examples of what the worst ads of 2019 look like (prepare the tissues).

We’ll also tell you exactly where they went wrong and provide tips for how to advertise on Facebook the right way.

With an average conversion rate of over 9% across industries, it’s no surprise every social media marketer is trying to get a slice of the Facebook ad pie.

Here’s how to achieve conversions and boost your bottom line by learning from the worst internet ad examples of 2019.

Exhibit A: The Worst Ads on Facebook Don’t Have a CTA

Every Facebook ad has a goal of conversions.

Whether that’s measured in engagement (i.e. likes), app downloads, or purchases, a successful advertisement includes a clear CTA and callout within its copy.

worst ads of 2019 - PPI Check Me

PPI Check Me missed the mark with their Facebook ad, which has no discernible CTA at all.

The only option in this example appears to be to follow the link that is listed in a light (indiscernible, in our opinion) grey below the ad copy.

When you launch your strategy, be sure your copy directs users to a clear call-to-action.

Include the CTA button directly within the ad, and use your text to include a callout of the product or service that will compel people to convert.

Exhibit B: Failure to Hook the Customer

There are certain psychological principles that govern the success of a Facebook ad.

Color psychology is one such example.

You can use color to elicit certain emotions, grab visitor attention, and more.

color psychology in the worst ads of 2019

Check out this comparison.

On the left, 17hats shows what happens when design misses the mark with this example of one of the worst ads of 2019.

Despite using compelling copy, the ad fails to compel users to even click through because of its monochromatic appearance and generic stock image.

The fact is, 85% of people will make a purchase decision based primarily on color.

You need to draw people in that are both aware of your brand and those that are not with bright and bold graphics.

Try using this ad color guide from Wishpond and A/B testing what works best for your brand’s Facebook ad strategy.

Always, though, include an eye-catching, colorful image that gets the attention of both new and current customers.

Exhibit C: The Worst Advertisements Ever Fail to Build Value

Before someone will take action on a Facebook ad, they need to feel that doing so will provide some kind of benefit to them.

The value can be tangible, like a promotion offering a coupon code of 25% off.

It can also come from solving a customer problem or pain point.

However you build value, make it explicit when launching your Facebook ad strategy.

worst ads of 2019 - Freshdesk

Freshdesk gets close to providing that value with their visual and copy that emphasizes the software’s convenience.

It’s clear that their software is for customer support, but they are in this list of the worst ads of 2019 because they fail to explain what the offer even is.

The questions you need to answer in your Facebook ad strategy are: Why should someone be interested in your offer and what even is your offer?

Connect the dots for your customers in the headline, sub-headline, and caption so they know the value.

Exhibit D: Your Facebook Ad Has Too Much Text

Good Facebook ad copy should be short and sweet.

And this applies to not only the headline and link description, but to the text on your ad image, too.

Facebook prefers ads that have little-to-no image text.

Once you start adding more, there is a risk your ad will get shown to fewer audiences.

And that’s exactly what happened with this next ad.

Unbounce example

Unbounce is the unfortunate ad example of choice here.

Their ad doesn’t necessarily seem like it belongs among the cringiest Facebook posts at first glance.

But, Facebook rated their image:text ratio as too high.

Why is that?

Well, their ad image is essentially all text on a monochromatic background.

The one image present – the book – also contains text.

So how can you avoid landing on a list of the worst internet ads for a mistake like this?

Facebook has a handy tool that checks the amount of text in your ad and rates it on a scale from low to high.

This can help you see if your ad will reach too few people, and adjust it if that’s the issue.

Exhibit E: The Worst Ads of 2019 Have Too Much of Everything

We’ve already seen what too much text looks like.

How about too many visuals, text, and seemingly every other bad practice, too?

worst ads of 2019 - Mike Warren

Mike Warren’s Facebook advertisement suffers from too much copy, an overwhelming visual, and no clear CTA.

These faults all make it one of the worst advertisements ever, in our opinion.

It’s basically a digital billboard.

Consider that recent research has proven shorter posts are more effective.

optimal number of characters in Facebook posts
Image source: https://www.socialmediatoday.com/news/new-report-looks-at-optimal-facebook-posting-practices-in-2019/545233/ 

The downfall of many of the cringiest Facebook posts is that they overdo their content to the point of being overwhelming.

Keep all of the content of your Facebook ads concise.

This will encourage people not only to read the whole thing, but also to click through and learn more or shop.

They’ll feel an urge to know more details because your Facebook ad left out enough to intrigue them.

Exhibit F: A Facebook Ad Example of Visuals Gone Awry

Any successful Facebook ad strategy incorporates a graphic (i.e. video, static image, carousel) that grabs the user’s attention.

Besides being eye-catching, the visual should also relate to the brand or promotion.

This probably isn’t news to you.

However, we’re emphasizing it because the image really is that important.

One of the worst things you can do is create a Facebook ad that has a blurry, indecipherable, or messed up image. 

Half Moon Yoga example

The ad above from Half Moon Yoga demonstrates what the worst ads of 2019 can look like from a visual standpoint.

The blurry image is difficult to read and fails to catch the viewer’s attention thanks to its transparent filter and lack of color.

Both of these qualities make the image itself entirely ineffective while taking attention away from the goal of the advertisement as a whole.

Don’t fall into the trap of a poorly-conceived ad image.

Instead, include a visual aid that supports the objective of your Facebook ad strategy.

Additionally, make sure it is a high-quality image devoid of too many additional details, like this rainy photo.

How the Worst Ads of 2019 Make Yours Better

Creating good ads is also about knowing what the worst ads on Facebook in 2019 look like.

Start by avoiding the mistakes by the brands above and taking into account our suggestions for improving a Facebook ad strategy.
Do it right, and you might just find yourself on the list of the best Facebook ad examples of the year.

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GROWTH HACKS Tips & Tricks

Taktical Growth Hacks – #157

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Growth Hack #1 – Go Green With Your Amazon Orders in Just 5 Minutes:

ComScore found that 27% of people who searched for a coupon code never returned to purchase.

If you must shop on Amazon, it is possible to get plastic-free packaging.

Here is how you do it:

– Open your Amazon account
– Go to ‘help/customer service’
– Go to the ‘contact us’ page
– Use their ‘chat’ option
– On chat, request to make all future orders plastic-free with minimal packaging, and where absolutely necessary, use only degradable packing materials like paper.
– This information will be saved to your account for all future orders!

It will take you 5 minutes to make all your future Amazon orders plastic free!

Here’s what you should do:

1. Remove the coupon code field.
2. Use direct links, which have a coupon code attached.

Macy’s added a link to “Find one now” near “Have a promo code?”. The link shows page listings with current discount codes, keeping customers on their site.

Source: http://blog.lemonstand.com/optimize-checkout-page-conversions

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Growth Hack #2 – Contests that Convert 40% More Subscribers:

A research project analyzed 3 million visitors to a contest page. They A/B tested two versions of the page to determine which yielded more sign-ups:

“$500 giveaway” vs “October $500 giveaway”.

Notice the difference?

The results showed that, when you specify the month of the contest, conversion rates increase by an astounding 40%.

Source: http://unbounce.com/conversion-rate-optimization/hidden-power-of-giveaways/

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taktical growth hacks newsletter - credit card

Growth Hack #3 – Credit Card Now vs. Credit Card Later (The Answer May Surprise You):

Totango released an interesting study that showed the difference between asking for credit card info upfront versus asking for it later.

The results?

By dropping the credit card requirement, they were able to increase front-end signups by 500% and overall paid customers by 50%.

Source: https://www.quicksprout.com/2013/09/09/7-simple-ab-tests-that-can-increase-conversions-by-10-or-more/

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GROWTH HACKS Tips & Tricks

Taktical Growth Hacks – #156

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growth hacks newsletter - throwing coupons GIF

Growth Hack #1 – Attract 27% More Customers Searching for Coupons:

ComScore found that 27% of people who searched for a coupon code never returned to purchase.

Here’s what you should do:

1. Remove the coupon code field.
2. Use direct links, which have a coupon code attached.

Macy’s added a link to “Find one now” near “Have a promo code?”. The link shows page listings with current discount codes, keeping customers on their site.

Source: http://blog.lemonstand.com/optimize-checkout-page-conversions

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Growth Hack #2 – Facebook Posts on Weekends Win:

Ever wonder why this weekly email goes out on Sunday?

No competition. That’s why. You’re not busy on Sunday at 4pm, so you can open this email and enjoy.

Apparently, the same is true for Facebook. Quicksprout analyzed 8 BILLION (with a B) Facebook posts. They discovered that the weekend is your best bet.

Additional note: Posting between 9pm and 11pm local time is also a good option

Source: https://www.quicksprout.com/2016/02/05/how-to-win-on-facebook-8-lessons-learned-from-analyzing-1-billion-posts/

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growth hacks newsletter - clicking through

Growth Hack #3 – Be Super Clear with Calls to Action for +213% CTR:

ContentVerve has a case study showing that adding a few clarifying words can significantly increase conversions.

Here’s what they discovered:

Changing the CTA copy from, “Get Membership” to, “Find Your Gym & Get Membership” increased click through to the payment page by 213.16%.

Lesson learned: get specific in your offer without going overboard with copy.

Source: https://klientboost.com/cro/call-to-action-copy/

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The Unbelievably Bad 5 Marketing Mistakes That Companies Made in 2018

2020 presented challenges in marketing that a lot of us didn’t see coming. While crisis communication plans are a must, most don’t include precautions for a global pandemic.

While some brands rose to the challenge, others took a bad situation and made it worse. 

A marketing project that falls flat is one thing, but a few of these unbelievably bad marketing campaigns of 2020 might keep customers away through the new year. 

Here, we’ve gone through some of the roughest marketing campaigns of 2020.  This isn’t an exercise in ridicule, but rather a helpful way to learn from some of the brands that definitely moved to damage control mode after these flawed approaches. Don’t just read through these examples. Take note of elements that might exist in your marketing plans. Let these hard-learned lessons be your guide to a better strategy. 

The challenges of 2020 aren’t going away. We’re still all reeling from the COVID-19 outbreak and its impact will be felt for years to come. Your marketing plan is going to include considerations learned in 2020 for the foreseeable future, so it’s important to keep good and bad lessons in mind when shaping marketing plans for the future. 

Without further delay, let’s get into some of the roughest 2020 marketing campaigns that left consumers and peers in the industry scratching their heads.

1. McDonald’s Backtracks on its Golden Arches Campaign

Image Credit: McDonald’s via CreativeReview.co.uk

Early in the pandemic, a phrase we didn’t yet have much familiarity with became one of 2020’s most popular two-words: social distancing.

If you recall back in March 2020, we didn’t yet know if masks helped. We weren’t sure if we should be spraying down our groceries with disinfectant. But we did know that staying apart helped curb the spread of the Coronavirus. 

McDonald’s and their hired Brazilian agency, DPZ&T, decided to shed light on social distancing by separating the two Golden Arches famously associated with their fast food restaurant. 

The decision to change the company’s logo was not made lightly. The impact of its message was intended to highlight what we could all be doing to make a positive impact on public health. 

Instead, the public detested the move as all show and no substance.

Tweet: https://twitter.com/MobileAdsGuru/status/1242584940270833666

Many social media users expressed their negative reactions to the Golden Arches campaign with accusations that McDonald’s wasn’t interested in supporting its team members.

Many reflected on interactions at the fast-food restaurant where employees didn’t seem to be practicing sanitation habits or provide customers with a safe drive-thru experience. 

The lack of a public-facing plan towards handling COVID-19 for employees and customers was a lesson many marketing professionals learned early on in 2020. 

Brands like McDonald’s who attempted to show solidarity through marketing content rather than transparency learned quickly that talking the talk wasn’t going to cut it. 

Real success in marketing strategies during 2020 would come way of clear messaging, shared safety guidelines, and safety standards that keep employees and customers in mind. 

2. Corona Seltzer and the Poorly Timed Marketing Push

Image Credit: Corona

Hard seltzers are everywhere now. It’s no wonder so many beer companies, like Corona, decided to get in on the game made famous by Truly and White Claw. 

That said, launching a new line of products is tough. Especially during a global pandemic. And especially when your brand name happens to be similar to a new virus sweeping the globe.

When the COVID-19 pandemic put much of our lives on hold, travel was one of the first things to go. That meant a likely stop to vacations too. 

As the end of winter led to a new season, many wondered if Spring Break would be impacted. Spoiler alert: it wasn’t, and much to the detriment of popular destination communities. 

Nevertheless, Corona and their ad agency Constellation launched Corona Seltzer in 2020 with the tagline, Coming Ashore Soon. Yikes. 

Aside from the clear association with COVID-19’s arrival to North America via overseas travel, Corona’s marketing strategy highlighted Spring Break activities heavily. Some of which they still ran to promote the new product line. 

This is a great example of a brand deciding too much work was done to completely abandon a marketing campaign. As it turns out, losing time and resources spent to develop this campaign would have likely been less harmful than running it as it was. 

After the ads debuted, Constellation stock dropped 6% and sales for Corona Seltzer were well under expectations. For everyone involved, it was a failure. 

This goes to show how crucial it is to keep in mind the lasting impact of a marketing campaign. Yes, abandoning a well-funded and developed strategy is tough, but you have to ask yourself whether the alternative is worth it. 

3. Taco Bell Launches Nachos Party Pack at Possibly the Worst Time

Image Credit: Taco Bell

Back in 2019, Taco Bell chose select locations to test sales of a new Nachos Party Pack. For a low price, you can feed many mouths. Sounds great right?

The only problem is that the launch of their new item was set to come on December 26, 2020. Yes, this was after the holidays where we were all asked to stay home if possible and avoid get-togethers. 

The problem is that the holidays were only part of the problem in December 2020. Many areas were experiencing record hospitalizations from COVID-19 patients. LA County was even turning away patients arriving at area hospitals. 

All of this was happening and the launch, which was announced back in September, was still set to go. Ads for the Nachos Party Pack even showed groups of people together inside eating. 

TV Ad: https://www.ispot.tv/ad/twSu/taco-bell-nachos-party-pack-delivery-spend-and-add-more

At a time where buffets and indoor dining was limited to help curb the spread of COVID-19, an ad depicting get-togethers of friends sharing a meal from the same box of nachos was probably not the best move. 

Simple changes like depicting families enjoying the box would have fit better, but Taco Bell stayed with their original plan. 

Sometimes a full refresh of a marketing campaign seems taxing, tiring, and maybe even wasteful when it comes to time and money. 

Still, it’s almost always worth it. Taco Bell immediately got criticized for not seeming aware of the current social climate surrounding get-togethers.

It wasn’t like they didn’t know this was the spirit of their ads. It’s front and center in the name of the product. A Nacho Party Pack immediately brings to mind parties. 

They even named things like holiday parties and sports watching parties as reasons to take advantage of their new deal.

The trick with a launch like this in 2020 is that it seems to encourage doing what health officials are asking everyone not to do. Everyone has free will, but plenty of people saw the ads and wondered why sharing food with others at a time where COVID-19 seemed to be getting worse was a good move. 

The answer: it wasn’t a good move. 

Confusing ads that take attention away from a product and put the consumer’s mind on things like pandemics, danger, and fear are never going to reach the goals you hope. 

4. Burger King Ruins our Appetite

In 2020, many felt safer eating at home when they decided to let someone else do the cooking. Some states didn’t even allow indoor dining.

The takeout movement of 2020 led to many relying on delivery and drive-thrus in a big way. Fast food became an even more competitive market than usual.

These industries are a great example of how to properly pivot during unexpected events in the world. 

There’s no doubt that brands like GrubHub and DoorDash grew in a big way during 2020. They couldn’t help that a global pandemic was happening. 

They could, however, take the dismal state of the world and try to work tangible solutions into their efforts. Solutions like offering no delivery charge for local restaurants on the platform. 

There’s no doubt that chain restaurants recognied the power of takeout and drive-thru services as well. Those two things are integral to the fast-food industry. This led to a very competitive year for all businesses in the sector.

As companies tried to jockey their way into a stronger position, Burger King decided to focus on their natural ingredients. Good idea, right?

Well, it is if you don’t rely on mold to prove that your burgers are fresh.

Ad: https://www.youtube.com/watch?v=oSDC4C3_16Y&ab_channel=BURGERKING

Burger King moved to offer plant-based options and a more diverse menu over the past few years. It’s working out well for them.

The concept of a burger with no artificial preservatives is definitely worth highlighting. The only problem is that they did so by showing their food get moldy.

While, yes, this does prove you don’t use preservatives, it also really doesn’t make me thing, “I want a Whopper.”

Intentions are only part of planning a successful marketing campaign. The execution comes from ensuring you’ve considered how consumers will react.

I don’t know how they didn’t catch on that this doesn’t give us much of a hankering for Burger King.

If anything, I don’t have much of an appetite at all now.

5. Airbnb Loses Sight of Housing Crisis While Trying to Support Its Hosts

Image Credit: Airbnb Community Blog

The most difficult aspect of 2020 was keeping things in perspective. There’s no doubt that Airbnb hoped to inspire positivity for its hosts with its Kindness Card campaign.

The effort called on Airbnb customers to send a “thank you” card to hosts on the platform. Included was an area where you could add a donation to their business.

While it’s true that the travel industry took a huge hit during COVID-19, this effort to help those who rent their home to others was a bit shortsighted. 

Many pointed out that amidst eviction moratorium and record unemployment that calling for donations to rental owners might not look very “aware.”

As expected, the effort didn’t earn Airbnb a lot of kudos. At a time where they should have been pivoting their efforts in positive ways, this didn’t bode well for an already disappointing 2020. 

Again, intentions aren’t everything. Executing a proper marketing campaign comes down to everything from what people will think to how you introduce the campaign to the public. 

Don’t let these bad marketing campaigns of 2020 scare you. Instead, let’s go over a few lessons we can take away from these worst case scenarios. 

After all, the troubles of 2020 didn’t magically go away when the clock struck midnight on New Year’s Eve. 

There’s still a lot of work to be done to make 2021 the first year of real recovery following last year’s endless stream of bad news. 

How to Avoid Disasters Like These Unbelievably Bad Marketing Campaigns

 In hindsight, these bad marketing campaigns seem like no-brainers. A lot of them leave us wondering how they ever made it as far as the implementation phase. Even in years without a global pandemic, these marketing mistakes still happen. 

During strategy meetings, a few things can happen that lead to marketing disasters like these. Most notably, a lack of diversity in opinions and insights can let groupthink lead the way straight to a bad campaign. 

The integrity of a brand, its products, and even its clients can deteriorate when a bad marketing strategy does damage in the way these campaigns did. Sometimes, the solution to avoiding these problems is as simple as hiring a trusted and established marketing agency.

A mistake is only a mistake if you don’t learn something from it. Then, it becomes a lesson. We can learn a lot of lessons from 2020’s most miserable marketing campaigns. 

By learning from the mistakes of 2020 that others companies made, you can start to shape your future plans. With the help of marketing experts with experience in assisting brands reach their full potential, 2021 could be more than a rebound year.

It could be your year to end up on a best marketing campaigns list. Better than the alternative, right? 

Common sense, creative thinking, and not copying the mistakes of the examples above. That’s a great start to what could be a great year for your business.