How to increase your Instagram organic reach in 2022?

Instagram is becoming a vital part of the social media strategy of every business. This mainly goes for companies that work on the B2C level and sell goods and services to end-users. Investing in ads may be something that everybody does, however, there is another important aspect to consider - boosting your organic reach on the social network. Luckily, there are still some ways to do that on Instagram and we are going to give you a few essential tips. 

In this article, we are going to feature only proven tactics that we use for our clients. Keep in mind that the results may vary. If you are consistent and have high-quality and engaging content, the increase will come sooner rather than later. 

Use Instagram Stories and Instagram Reels

Last year, the Head of Instagram - Adam Mosseri, said that “Instagram is no longer a photo-sharing app”. He mentioned that “the company is looking to lean into entertainment and video after seeing the success of competitors like TikTok and YouTube.”

That’s why stories and reels should become your primary focus.

We know that they are two different things. However, both of them will boost your organic reach in 2022. Instagram Stories remain a key factor to share some brief insights from the company's everyday life or to announce something interesting that will be coming up - a new product, a new service, or maybe a promotion. They are the ultimate engagement tool for your audience where you can ask questions, run polls or quizzes and this way directly interact with your followers. The more they take action on your story, the more it will be prioritized by the algorithm because these actions will “tell” the platform that this content is cool and interesting.

Instagram Reels on the other hand will be pushed by the algorithm of Instagram itself (they have to overpower TikTok in some way, as Mosseri said). You can use reels to even share a short story that can be funny or creative and get your audience engaged. Maybe you can outline what awesome place for work you provide. Imagine an Instagram reel that tells that story: 

  1. Work from the boring office as usual;
  2. The weather is nice and people are looking out the window; 
  3. The manager tells the whole team to head down and work from the beach;
  4. Final shot with some refreshments and a few people on laptops with their feet in the sand. 

Not bad, right? However, you need to follow and apply the trends in the niche your brand operates in. Otherwise, you are going to have boring content that nobody interacts with. 

The right post at the right time

This might look very simple. Yet a lot of people out there are not paying attention. You can get the most of your posts if your schedule is aligned with the time of day when most people from your target audience are active. If you don’t pay attention to the details some mistakes can happen like: 

  • Not considering that your target audience is in a different time zone; 
  • Not taking into account holidays and vacation periods people have; 
  • Not posting relevant content to some major events going on. 

In order to get the best out of your posts, you have to be sure to post the right thing at the right time that will get your audience engaged. This may sound complicated, but you can check when your audience is most active (from profile insights) and check if there is something interesting you can use as inspiration or the subject of your post. That answers the questions “When?” and “What?”

For example, for a client of Markception, we post on Instagram in the relevant time for Chicago (around 10 AM local time) and browse for local interesting events, historical facts, or celebrity visits to use as information in our posts. 

Engage the audience with challenges, giveaways, and contests

The best way to increase your organic reach is to engage your audience. And you can do that by involving them with something easy: 

  • Have a challenge; 
  • Ask them a question; 
  • Organize a giveaway; 
  • Get them to vote in the comments; 
  • Organize some contests. 

All of these can be integrated into the social media strategy of your brand. For example, one of the best performing stories for a client of ours that offers beauty procedures was related to the way women put on their under-eye patches. There was a poll on an Instagram story and the results were amazing. It was the most engaging story ever posted on this client’s account. 












Go live, use hashtags, inspire user-generated content, and tag other users and brands

This may seem like too much stuff for one final tip. However, most marketers don’t use the full potential of the social network. In order to increase your Instagram organic reach the most, you have to use all the tools to your advantage. 

That means you can go live and share something awesome that happened to you. Did you land a new client? Opened a new office? A new store? Got some reward? Be spontaneous and go live when there is something big to share. You can always say at the end: “More news on our website soon!”. 

Hashtags are important because your post can be discovered by someone who doesn’t follow you. However, people don’t tend to use them that much. The same goes for the location. And you could be missing out a lot if you are one of these people. Explore the #s which are relevant to you based on your service, location, experience, trending topic, or something else that can be related to your business. 

Tagging on Instagram works both ways. Yes, it is great to interact with users and brands. However, the big boost will come if you inspire user-generated content that is related to your brand. For example, here is something you can do:

  • Announce a contest for the best makeup routine with the cosmetic products you are selling;
  • Communicate a reward that will be attractive enough to get the people engaged; 
  • Get your audience to post a story with their makeup and share what they love about your product; 
  • Get them to tag your account. 

That, right there is just one of the examples you can do. Get creative and you will achieve awesome results. Users are tired of the same old ads, posts, and content. They want something new, something fresh and they want it now. So give it to them! 

If you need some assistance with your overall social media and digital presence, let us know and get in touch with us. We'd be happy to help.

What are some of the social media trends for 2022?

Another year is about to pass. And while people are still opening their Christmas gifts, we at the marketing agencies are planning meetings with clients to discuss strategies and are exploring useful trends that will be hot in 2022. In this article, we have summarised the best ones for you. A huge help in our research has been reporting on global trends by Hootsuite, Social media examiner, CMS Wire, and the Influencer marketing hub.

Trend #1: Influencers will help brands build communities 

Influencer marketing is not something new. However, it was more directed to increasing sales rather than creating communities. People are getting tired of seeing someone famous to try to convince them to buy something they don’t need. We foresee that one of the big trends of 2022 will be the joint work between marketers and influencers in creating communities around the brand with people that share the same values and vision. 

Trend #2: Content will be king again

Yes, it is true that people have shorter attention spans and are reading less as each year goes by. However, this makes written content even more important. You need to share compelling and engaging messages with your audience using fewer words. This requires a lot of skill and the development of the right copy for your brand. 

Good copywriting is just part of the bigger formula for content marketing. The main thing about a great content marketing strategy is the diversification of content formats and using them to achieve different goals. Brands should create audio and video content in different formats and distribute it via different channels. And not only that. 

The option for creating and distributing good content is a lot: 

  • blogs;
  • vlogs and videos;
  • podcasts and audiobooks;
  • ebooks and infographics; 
  • different forms of visuals; 
  • email and newsletters;
  • presentations; 
  • expert article and white papers;
  • reports;
  • free courses and training and many more. 

You need to find the rind formula that fits the needs and goals of your brand. 

Trend #3: Ads that don’t feel like ads

Consumers are tired of seeing the same old ideas, same old CTAs, same old visuals. The brands that risk it with their ads will have better chances than the ones that don’t. Ads in 2022 have to give some added value, not just be another brick in the wall of sponsored content people see. This can be done with the implementation of more creative concepts - ads that don’t feel like commercial material are the thing that will encourage people to trust the brand. 

Trend #4: Social media customer care becomes vital

Users are interacting with big brands more and more on social media. Yes, phone and e-mail remain a vital part of customer service. However, if brands underlook the customer care experience they offer on social media, they are going to be in big trouble. Communicating with customers on social networks is not about only chatting - you have to answer reviews or some status where an unhappy person has tagged your brand. Do not underestimate this - your brand might suffer a lot of reputational damage if you do. 

Users on social media expect brands to have an immediate and adequate reaction to their questions and needs. For them, social media is a channel for direct connection and interaction with a brand or business and their expectations are quite high. 

Trend #5: Nostalgia will work like a charm

The final trend in our short overview is nostalgia marketing. This will again bring benefits to the brands that know how to use it right. People are nostalgic and care about the past. The best thing is that it can be used by brands in almost any industry: 

  • If you are a sports club issue limited edition shirts from several years ago; 
  • If you are a diner, have a retro evening night. 

There are a lot of great ideas out there. When you sit down to figure out your marketing strategy for next year just make sure to stay true to your brand and follow the trends. If you need some help in that area, feel free to contact us

How can Pinterest bring added value to your marketing strategy?

When most businesses plan their marketing strategy in terms of social media, the top social networks that come to mind instantly are Facebook, Instagram, Viber, and even Tik-Tok. However, an important piece of the puzzle remains overlooked and left behind - Pinterest. In this article, we are going to explore how this social network can be used as a strategic marketing tool for your brand. 

What is Pinterest and how does it work?

If we look at Pinterest, we will discover that the keyword here is one - images. The essence of this social network is the sharing of images. The people behind Pinterest say that its mission is to connect people worldwide through interesting things. While users browse through photos, videos, and other types of multimedia content, they can organize what they like on the so-called “boards”. When people browse the internet and see something they like they can put a “pin” in it and find it later on their profile in Pinterest on the right board. A lot of people do this for wedding planning, for example, to store in one place everything they have seen and liked - from wedding dresses, through decorations and food. In this short video, you can check it out.

Pinterest allows users to follow other people on the social network, to share and comment and tag each other. For business owners and their brands, Pinterest is a great option for sales and marketing in a creative way. It combines two of the best things that make it so popular for users - visual content and the option for users to share everything they like. This social network is based on interests and that can help brands reach relevant audiences that are interested and actually looking for products and services like the ones they have.  

Who is using Pinterest the most? 

Data shows that Pinterest has 478 million users that actively interact with the social network each month. Half of them are from the USA. Another country with a large number of users is Germany (17,5 million). If we speak about numbers, here are some statistics that can show you the potential of the network: 

  • People have used the “pin” option 240 billion times; 
  • There are over 50 billion different boards created on the social network; 
  • There was a 30% growth in the number of users in just one year for 2020. 
  • Since 2016, Pinterest has increased the number of active users by almost 330 million people. 

From a demographic point of view, women, in general, use Pinterest more. They account for over 77% of all users. 

Can Pinterest be an important factor for increasing sales? Definitely! Almost 90% of the users say that Pinterest is an inspiration for them before making a purchase. Data shows that ⅓ of all users earn in the range 50 000 -75 000 $ per year, which indicates a good purchasing potential. 

How can Pinterest help your business? 

Like everything in life, the usage of Pinterest to promote your business has some pros and cons. It can turn into a strategic tool or it can be a waste of time and effort. It is really all up to you (and your marketing team). The main things you can do with Pinterest are: 

  • Become more visible to potential customers (helps you increase traffic and sales); 
  • Integrate a “pin” button on your website to allow Pinterest users to save something that they like and review it later;
  • Generate backlinks to your website - this is possible because every pin from a website keeps the link as well. 

A lot of people use Pinterest for inspiration and to find something that is similar to their taste. The social network shows relevant visual content based on the interests of the users, which often are actively looking for something specific. This can help your business a lot if you are going strong with high-quality visuals in your marketing strategy. You can achieve great organic results with good visual content. 

There is also the option to advertise on Pinterest to achieve even better results. You can create a campaign, set a budget, and choose the target audience. You will have to select specific pins to promote. Data shows that brands running campaigns to increase brand awareness spend 2 to 5 dollars to reach 1000 impressions, while a single engagement from users on ads is valued between 0,1 $ up to 1,5 $. Think of Pinterest as the pre-sales stage - this is the place where a lot of people decide what to buy. 

On the downside, there is the fact that maintaining this social network can take a lot of your time. You can dedicate some people from your creative or/and marketing team to this task and If the strategy is not good, you might lose their time without achieving any results. On the other hand, if you are looking to automate the processes, it can also be challenging and time-consuming. Pinterest still remains a niche social network and if you don’t have the right strategy, it might turn out to be a waste of time, despite the potential it has for your business. 

Is Pinterest suitable for your type of business?

There are several industries that Pinterest is great for. Keep in mind that the majority of users are female and this influences the results a lot. Here are the top industries for Pinterest: 

  • Fashion and clothing;
  • Cosmetics; 
  • Wedding agencies; 
  • Travel and tourism; 
  • Food and gourmet. 

There are many more as well. Any brand with good visual content can use Pinterest. Online stores (B2C) are also a prime industry that can look into Pinterest as a marketing tool. Don’t forget that users are there to enjoy beautiful visuals and be inspired. A picture can tell 1000 words - use that wisely. 

What is the place and importance of Pinterest in our marketing strategy?

The place of Pinterest in the marketing mix depends on your current goals. We know that everyone wants to sell, but you might have to work a little bit in other aspects as well. That will help you drive sales up eventually. Pinterest as a marketing tool is great for any companies and brands that want to: 

  • increase their brand awareness; 
  • drive conversions up (and sales eventually); 
  • create a bond between the brand and the target audience. 

We already mentioned that Pinterest can bring added value to your SEO. 

How to successfully adopt Pinterest in your current B2C communications? 

The first thing you can do is remember that this is not about you. People go on Pinterest to be inspired and they look for something beautiful. Give them that. See what the users like that are relevant to you. Not all pictures on the boards can lead to your website. Create thematic boards that can be explored, see what is trending and try to “catch the wave”. 

When you put a pin with a link to your website, make sure that you want to take users to the right section or product. This will help you increase your conversion rate a lot. 

And remember to socialize. At the end of the day, this is a community in an open social network. 

Will Pinterest work as a marketing channel for your business?

We get to the most important question - is Pinterest going to work for my business? At the end of the day, Pinterest can be an essential channel in your marketing strategy for getting more sales and traffic. This social network can become a powerful tool for any brand and business that sells to end customers (B2C) and provides different levels of interaction with your potential customers. We definitely recommend using Pinterest as a channel in your marketing strategy, especially if what you sell can be represented by inspiring visuals. 

Myths and legends about social media

Social media changed the way we interact with each other. More importantly - it changed how businesses communicate and sell to their clients. In today’s world, it is almost impossible for a brand not to be active on different platforms like Facebook, LinkedIn, Twitter, Instagram, Pinterest, etc. The presence there is integrated into the marketing strategy of the company. There are tons of details about the target audiences, the types of posts, the tone of voice, and many more. 

It is fair to say that social media changed our lives and boosted the area of digital marketing in a way never seen before. However, there are several myths and legends about the networks that are still going around to this day and in this article, we are going to break some of them. In the following lines, consider us the “Mythbusters” of digital marketing. 

Myth #1: You should be present anywhere

Up to this day, a lot of people consider that they should be present everywhere and try to maintain accounts on all social networks. This is something that is not necessary. Depending on their target audience and type of business, companies can choose several channels in their marketing strategy. If they identify additional ones along the way, that is okay. 

It depends on the type of business you have. If you are selling clothes, then you want to be active on Instagram, Facebook, and Pinterest. However, there is no point to be on LinkedIn with the same offers. People are there for other things and expect other interactions from this type of social network. Another mistake is that people rely on the same strategy for each of their pages. You have to adapt to the types of posts you can share, see what works best and brings you followers and engagement. And most importantly - that achieves your goals. 

Myth #2: You have to share engaging content at all cost

Some people consider that their pages must have a lot of likes, comments, and interactions. And while that is true, it shouldn’t be done with any type of content. For example - if you are a restaurant that has a social media page and shares pictures of cute animals you are probably going to receive a lot of engagement. However, it will be from people that like cute animals. Not from potential customers that will come and eat in your place. It is the same with other types of thematic content. You can use it, but you have to modify it from the scope of your business. Any page can post a funny picture - just make sure it is in line with your business area and target audience. 

Myth #3: I work from 9 a.m. to 5 p.m. I am going to post at that timeframe

This is not that common myth. A few years ago it was and people considered that they can be active on social media from 9 a.m. to 5 p.m. and post regularly there. However, if you look closely, you will see that successful brands are active almost 24/7. And while some posts can be scheduled, for others you have to be the first one to reach. This is very important for media companies - whoever is the first is guaranteed the most likes, shares, and comments. 

You have to understand that people are online all of the time. And that is something they expect from brands as well. Today the brand follows the client, not the other way around. 

Myth #4: Social media is used by young people only

Once they started over 10 years ago, social media was used mainly by young people. Now, this is just a myth. What can be considered to be true is that young people prefer specific social media platforms. TikTok and Instagram are just two examples. Facebook and LinkedIn are left to professionals and the majority of people there are not students. This is not “a young man’s game” if we have to put it in a way to reference James Bond.  If you are interested in specific numbers and demographics, has compiled an amazing list of people from different age groups using each platform the most. 

Myth #5: I don’t need investments or expertise to achieve results

Social media is very complex and if you want to be successful you must hire professionals to help you. It is almost impossible to achieve results on your own. And there are several reasons for that. You can share posts and stories on your pages. However, social media has to be part of the overall marketing strategy you have. The SM networks should be chosen based on the type of business you have, the goals you want to achieve, and your target audience. The different platforms have constant actualizations and change their algorithms and functionalities. For a person that doesn’t have the proper background, this information will be hard to track. And those factors are crucial for how a business will perform on social media. 

Myth#6: Social media is marketing with no cost

In the early 2010s, some marketers referenced social media as a place where you can promote your business without investing in ads. This wasn’t true back then and it is not true today.  If you want to be successful you need to deliver amazing content to your target audience on that social network. And here we come to the content plan and the strategy for social media ads. What and when to be published, what types of ads to be prepared and run. And this is only the tip of the iceberg. It is complex and it costs money. Some marketers still reference social media as “marketing with zero budget”. Well, they don’t know what they are talking about. 

Those are the six main myths about social media that still can be witnessed today. If you want to be successful you have to be active on social media today. The best way to achieve results is to work with professionals. If you want to learn more about how you can take advantage of the potential that the social networks have, feel free to contact our team.

Why do keywords matter and how to use them in your SEO strategy?

In a digital world where a picture can tell 1000 words and a video, even more, some might think that writing will be obsolete. If you work in the area of marketing you know that words are still heroes because you know how much words and written content matter. High-quality content used in your marketing strategy can be the rocket that takes your business to the next level. In this article, we are going to focus on a very specific aspect of that area - how to properly use keywords in your SEO strategy. 

What are keywords and how do they work? 

When you search for something in Google (or any other search engine for that matter) you put in a specific set of wording to see the results you want. For example: “Cheap hotels Chicago” or “Shoes on sale”. Based on that, the search engine algorithm tracks and puts in lists website results that rank in the best way to answer your search. 

The results are based on how the websites and the web pages you see are optimized to the specific keywords you are looking for. And for businesses and marketers, the race is to be in the top results - not just the first page but the first 3 positions. The competition is very big and positioning a brand can be quite a challenge. However, when you succeed in being among the top 3 results, you are going to reap the rewards. There is an old joke among SEO specialists: “The best place to hide a body is on the second page of Google. Nobody looks there”. 

Keywords in our SEO strategy - tips and tricks 

You are probably eager to find out how to get all the keywords and mash them all together on your website. Unfortunately, this is not how it works. Search engine optimization is an ongoing process that requires time, effort, and investment. The good news is that it pays off. A lot. By appearing in searches you will generate more traffic and leads for your website. And that means more sales. Why? Because people are looking for the things you offer. And if you want to be visible, you have to know how to do it.

The first step is researching relevant keywords. Depending on your industry there are going to be some specific phrases that will be interesting. However, thorough research is needed to see where your business and website can rank. There are specific tools that you can use. 

While you are picking keywords with high search volume, you should also look into the competition. The best thing you can do is find some phrases that have a lot of monthly searches from your target audience and that there are not that many businesses that have ranked for them. You should find a variety of keywords that are relevant to your business, product, and services. The more, the better. After you find them, let’s see how you can use them.

What are the different types of keywords and why does it matter?

Once you get into the subject, you will discover that there are differences among keywords as well. Talking about SEO there are several keyword categories to consider. defines them in several ways - based on their category, by how long they are, and the so-called “on-site keywords”. Let´s check each one of those three main areas. 

The category of the keywords can vary on many factors - the product or service you like to target - cashmere cardigan, cashmere cardigan from Gucci. They might be also correlated to a specific profile of the shopper - cashmere cardigan for pregnant women. The other option is to relate to a specific location - cashmere cardigan stores LA. 

When we speak about the length of the keyword, there are short, mid, and long-tail keywords. Here the main thing is how specific the search is itself: 

  1. Cashmere cardigan - that is considered short-tail keyword; 
  2. Cashmere cardigan extra soft - that is the mid-tail keyword; 
  3. Cashmere cardigan extra soft for sensitive skin - long-tail keyword. 

When we speak about on-site keywords in SEO outlines that there are primary and related keywords. The primary keyword is the one centered in all of your content. THE KEYWORD. In the case above that would be “cashmere cardigans”. It has to be present in any relevant pieces of content that you create for your blog and is related to the product or service. 

The related keywords are the ones that go along by the primary. They can be other common expressions for it or synonyms. In our case, these can be cashmere vests or cashmere pullovers. 

What is Rankbrain and why does context matter? How to build a semantic core for the content of your business?

RankBrain is the AI algorithm that became part of the search engine. It has one main purpose - to provide you with the best result, based on what you put in the search bar. It is important to know that RankBrain updates and changes based on the input over time. 

The introduction of RankBrain context will matter even more, as the main purpose of it will be to handle long-tail searches of users that the search engine can’t handle that well. The better explanation you provide to a specific question, the bigger chances you have to appear in the results to people that are looking for something specific. 

Blog articles - the tool any business should invest in

One of the best ways to integrate keywords into your SEO strategy is by creating a blog for your website. Blog content can be written in a way that is SEO friendly - by using specific keywords and phrases in different parts of the text, including internal links, and most of all - by actually giving added value to the readers. 

Imagine you have a company that is offering shuttle services. Choose your target audiences - people that will need a transfer to the airport, tourists going on a group trip, and other relevant ones. Then write useful blog articles about each target audience, include the relevant keywords in the text, and outline the importance of the usage of your services. And your readers will be people that are looking for them. Over time the blog can turn into a good attracting force for customers.

Where should you place keywords in your articles? What are the best practices?

When it comes to implementing keywords in articles, there are several good practices that experts use to improve SEO from

  1. One of the places where there should be a keyword present is the meta description of the article; 
  2. At the beginning of the main headline (the <h1> tag) of the article is a must to have the primary keyword 
  3. It is good practice to put keywords in the first and the last paragraph of the article; 
  4. Put keywords in internal headings that you have - H2s and H3s.
  5. You can also put keywords in the image alt tags if the image itself shows the product or service. A bonus would be to rename the image with long-term keywords as well.

Remember, don’t mash a ton of keywords in the text! The upper limit is 7-8 depending on the length of the text itself.

Why should you invest in SEO? 

In your marketing strategy, there are various channels that you can use. SEO is something essential for any business that wants to achieve results. This is a long-term and ongoing investment that pays off. Let us just explore some facts: 

  • Your business will be visible among people that are looking specifically for the things you offer; 
  • The better your website is positioned to appear in various relevant searches, the more leads you are going to generate; 
  • A well-optimized blog article can deliver results years after it has been posted. 

SEO is here to stay and many businesses have already used it to increase their traffic, leads, and sales. If you want to be one of them, but you are not sure where to start, don´t hesitate to contact us. Together we can discuss your marketing needs and help you achieve your goals. 

What is Empathy Marketing and How to Use It?

Empathy. Such a wonderful word and feeling. Most of us have felt it in our lives at some point. How does it fit in the world of marketing? Well, very simple. Advertisements can lead to people feeling emphatic about something. It can be to bring awareness of a social cause or product made by a social enterprise - emotions work just as well. In this article, I am going to talk about empathy marketing and my experience building a startup around it. 

Empathy marketing - how it works? 

So, what exactly is empathy marketing? This means looking at things from the point of view of your customer, or actually - becoming the customer yourself. In the cases where you are an entrepreneur that discovered a business niche by solving a problem you and others have, it is relatively easy. That is because you as a person are part of the target group you want to sell to and you know how to communicate to them. 

Once you put yourself in the shoes of the customer, you will be able to understand what their needs are and make certain changes to adapt to them. It sounds very easy and simple. But as you probably know, simple things are the hardest to implement.  

Good practices in empathy marketing

When we look at ads and marketing strategies that do it the right way, we can turn our eyes to the East. A lot of Asian companies and agencies are using empathy marketing in their approach. According to, there are several ways to use empathy marketing right and they include understanding the problems of your target audience, addressing them, and using educational approaches and moments from regular life in the campaigns. And those are all things that advertising companies in Asia do great. Just take a look at this video: 


The MetLife commercial addresses challenges, issues, and fears of almost any parent and their end goal - to provide the best for their children. And hoping that what you are doing is enough. Even if people don’t have children, they can relate and feel emphatic about the parents that are in the shoes of the main character of the storyline in the ad. And if you think about it, all the checkboxes for great empathy marketing are covered. 

The ad is connecting to the needs of the target audience, there is the educational message and the whole thing is just an ordinary everyday life story that a lot of people go or have gone through at some point in their lives. And the emotional kick is there as well. 

What can empathy marketing achieve? 

Empathy marketing is about provoking emotions. And you can get to the feelings of your customers. However, there is one very important question - are those feelings going to result in any action? And what are you hoping to achieve? In many cases, empathy marketing will help you create something that will go viral - a video or other sort of visual. However, it rarely will lead to an increase in sales. 

Empathy marketing can be used to get people to be more aware of a problem related to a social cause. A good example of that is campaigns related to domestic abuse - the video BEAT by FineActs in Bulgaria is an amazing example: 

BEAT. from Fine Acts on Vimeo.

As powerful as it can be, sometimes it doesn’t help you achieve the end goal. Also in Bulgaria in 2016 there was a campaign to inspire people to buy hand-made products from elderly people in the country. There was a lot of buzz on the subject but very few sales. The reason? 

The creators of the social movement provoked pity in the people. And pity is a powerful emotion. But it doesn’t get people to buy. 

The curious case of “Buy from Grandma” 

Before I got into copywriting, I had some experience in the field of e-commerce. One of my startup projects was called “Buy from Grandma”. The idea was simple - we hired elderly women to knit woolen slippers and sold them. We divided the profits 50/50 with the old people that needed money while covering all expenses for product, materials, and delivery. 

The difference between this and the campaign mentioned above? We went after different emotions. 

We managed to market the hand-made slippers as a thing made with love like a grandmother would knit such for her grandchildren. And we picked the right timing - Christmas. Our marketing message was - a gift made with lots of love, that also contributes to a social cause. And it worked like a charm. We sold our products within days with almost no budget (there was attention from regional and national media). 

And the only difference in the approach was the emotion we managed to provoke in people. We knew that nostalgia and love will be a driving force for purchase. And the social benefit was there, but not as the main thing. More like the cherry on top.

Can empathy marketing work for you?

Empathy marketing is a concept that can be applied to almost any business out there. The principles are clear, but the planning and execution are where things get slippery. To achieve results, you need to have a clear vision of what you want. The best way is to turn to professionals that can help you. If you want to be successful in implementing empathy marketing in your strategy, don’t hesitate to reach out to us!

LinkedIn for Business - A Beginner’s Guide (part 2)

A little while back I covered the basics of LinkedIn marketing in a blog post. Now it is time to move on with the subject and go a bit deeper into this social network for professionals. In the first article, I walked you through the process of how to create a page for your brand, what are the benefits of the social network, and what can you do to grow your audience. 

Now I am going to tell you more about how the algorithm works, what’s the process of post creation, and I’ll give you some tips and tricks that will boost your performance. Let’s see how to make this social network work for your brand in the best way possible!

Important things any business should know about LinkedIn 

To achieve results, you should be aware of the way things work. I am going to walk you through the most important details you should be familiar with when maintaining and growing a business page on LinkedIn. 

How does the platform work?

Since it is a professional platform, the content generated on LinkedIn is less than the one on Facebook, Twitter, Instagram, etc. This means that you have better chances for organic visibility. The algorithm is constructed in such a way that you will be able to see things people in your network have commented on or liked. This goes both ways - once you like or comment on something, your connections will see it as well. 

The perfect size exists

LinkedIn, as any other social media channel, has specific sizes that work best for posting. Based on my personal experience in managing our clients’ pages, the perfect sizes are the following: 

  • Image (square) - 1200 x 1200px; 
  • Image (portrait) - 1080 x 1350px;
  • Page update with a URL (shared link) - 1200 x 627px;
  • VIdeos - up to 4096 x 2304px and in 10 minutes of length. However, 1920 x 1080px looks nice as well;
  • Documents - they can be in the format of PPT, PPTS, DOC, DOCX, and PDF with a size up to 100MB and content up to 300 pages. The size can be standard A4, as well as 1920 x 1080px or simply a square. Keep in mind that if there is too much text or if the font is too small, important details might be missed on mobile devices.

Despite these recommendations, images with a resolution of 1920 x 1080px perform as well. You can experiment with that and check if the visibility and results will be better. 

What are the types of posts on LinkedIn?

When you make a post on LinkedIn, there are some small things you should know very well. All available types of posts are only accessible once you press “Start a post” on the page newsfeed. If you don’t, you will only see the four most popular options for posting: 

  • upload a photo;
  • share a video; 
  • start a poll; 
  • write an article. 

Also, there is the option to add attachments to your post if you need to share something specific such as a document. Now that I mention them, docs are very interesting types of posts on LinkedIn. They appear in a way that lets users interact with your page. LinkedIn turns them into small presentations that you can swipe through. This means you can share interesting information about your audience in an interactive way. The continuous interaction automatically boosts the engagement of the page, making the documents the best type of posts you can share (of course this could be different for your business).

Another specific thing is related to video posts. It is better to upload the video file directly on LinkedIn rather than sharing а URL with the same video from YouTube or Facebook. The performance and visibility will be much better. Otherwise, LinkedIn will consider the post as a “shared link” and we all know how that works across all social channels. Moreover, if you upload the video directly, you’ll be able to see some interesting data not only about the views but also about the people who have watched it.

What is the proper length of the posts on LinkedIn?

Another important thing that should be considered is the length of the posts on LinkedIn. An article from outlines that around 100 words are the best for post descriptions. My experience shows something similar, but the measure is different - up to the 3rd row. After that, you will be hit with the “see more” option. And I’m sorry l have to be the one to tell you - people don’t click on that.

If you want your posts to be more engaging, keep your recommended length. The best copy is the one that tells you a lot with a few words. When you have a proper post description + an engaging title, people will interact with your publication for sure. 

Use #Hashtags 

Let me tell you something - the proper usage of #hashtags on LinkedIn makes the difference between the good and best. As people from the social network themselves put it - this is a great way to stay on track of important topics related to your business or brand. 

When you establish your page, you will be invited to mention three hashtags that are relevant to your business. Make sure you fill them correctly. From time to time, you will get notifications when a topic with one of those hashtags is being discussed. And you can take part with a comment and share your opinion on the behalf of your page.

When you post and include hashtags, the people that follow the topics related to them or search by # will see your publications. This can be a powerful tool - use it to position your page online. 

Take advantage of LinkedIn for your business

I have to tell you - LinkedIn can be a game-changer for your business. Many brands use it to drive sales for their business or position themselves in the sight of professionals that fit in their target audience. It is great for anyone that works in the field of B2B (and not only). If you want to learn how to succeed using LinkedIn as part of your marketing strategy, feel free to contact me and my colleagues from Markception Digital. We’ll be happy to tell you more.

What is Guerrilla Marketing and How It Can Help Your Brand?

Let’s be fair - advertising is all about getting the attention of people. At the end of the day, your goal as a business or a marketer is to get your target audience to do something - subscribe, watch a video, buy something, etc. As time goes by, brands have to find more ways to be creative in their efforts to impress audiences. A good way to do that can be by integrating guerrilla marketing in their strategy in some way. 

Gorilla* marketing? What is that?! 

If you have never heard of it, it is pretty normal to get confused. And the proper term is “guerrilla marketing”. However, a lot of people get confused and think it is “gorilla” at first. This is why you see it written in this way in the heading above. Well, there is no King-Kong hopping around, but this type of marketing can be quite impressive as well. 

Guerrilla marketing is often referred to as the most unusual way of marketing. And because of that, it has a lot of fans worldwide. Over the years brands have successfully used it in their strategies in various ways. It can be traced back to the ’80s. If it is done right, the equation “low budget = high effect” will be correct. The best campaigns go viral in a matter of hours. 

By definition, guerrilla marketing is:

an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service.

What is not said by the authors is that it is meant to catch you off guard and surprise you when you least expect it. That is the whole charm of it. 

How does guerrilla marketing work?

There are several ways that you can influence people with this type of marketing. The most popular one is to get them to interact with your brand in a fun and creative way. The conventional types of guerrilla marketing (if there are such) are the ones that place the brand outside or indoors with some sort of ad in a place you won’t expect. 

Street art, art installations, interference in the urban landscape, interference with the crowd of an event are all different ways brands can use to send their messages McDonald’s painted a crosswalk to look like a box of french fries and Adidas put a 3-meter shoebox in a middle of a town square. 

There are some common rules that apply to all of the success stories: 

  1. The message has a clear relation to the brand, product, or service - in the case of Mr.Clean, the main ones are there - better results in cleaning with less effort;

  2. It has to be a driver of emotion - some organizations like the UN use guerrilla marketing to raise awareness about serious issues in other parts of the world.

  3. Adopt a segment and make it yours - Red Bull and everything they do is a perfect example for this. They have taken over the segment of extreme sports and often use that in guerrilla marketing. Sponsoring the jump from the stratosphere a while ago was probably their most famous one.

However, keep in mind that like everything, there are certain pros and cons of this type of advertising. 

Pros and cons of guerrilla marketing

Like everything in life, there are some downsides here too. Let’s start with them: 

  1. If your message is not clear enough people might misunderstand what you want to communicate to them; 
  2. In some cases, you will have to deal with a lot of permits and meet with institutions if you want to get something done. Especially if you want to interfere with the urban environment; 
  3. You don’t have control over everything. You can be dependent on the weather or some other condition that has the potential to ruin all of your efforts. 

Enough of the bad news. When you look at the other side of the coin, you might consider taking the time and effort to invest in guerrilla marketing because: 

  1. You can achieve high results with relatively low investments - it can go viral quickly and even attract media attention; 
  2. Creativity is essential if you want to be successful; 
  3. It can remain “alive” for a long time if you invest in street art in some form. Or improvement of the urban landscape.

Social media and its relation to guerrilla marketing

The whole point of guerrilla marketing today is to go viral - achieving maximum exposure online and in traditional media with a single action. The really good brand message presented with guerrilla marketing will spread online like a forest fire. And that is exactly what brands and marketers strive for. For that to happen, there are two things that you have to get right:

  1. Send a clear message to the people; 
  2. Be interesting and provocative enough to spark attention. 

Besides the viral postings, you should not do guerrilla marketing as a stand-alone type of effort. It has to be integrated into your marketing strategy. Once you execute it, you can put a video of how people react, some behind-the-scenes shots. You can tease it in advance or even make a case study about it. 

If you go online you will find hundreds of good ideas on how brands have used guerrilla marketing in the past. Some of them are complicated for execution, while others are quite simple and effective. How brands use guerrilla marketing constantly evolves as a practice and we for sure will be seeing even more impressive things in the future. 

How can guerrilla marketing be useful for your brand?

We want to say it loud and clear in the beginning - DON'T COPY WHAT OTHERS DO AND DON’T USE GUERRILLA MARKETING FOR THE SAKE OF USING IT. Like everything in marketing, this is a tool that can bring you benefits if you use it right and cause disaster when you don’t. 

If you want to have success, you have to be creative and think outside the box. Is there even a way that your brand can be positioned with guerrilla marketing? What are the main strengths or unique advantages of your business that you want to communicate? Or maybe there is something specific like the opening of a new store, or releasing of a new product that you want to bring awareness to? 

It is important to know the answers to these questions before you start planning. That will give you the basis for your campaign. After that make sure that you send a clear message, that won’t confuse people and won’t be controversial. One of the textbook cases for a campaign gone wrong is the good old Cartoon Network. They installed electronic devices around the city of Boston that were mistaken for bombs. There were police, bomb squads, and a large reimbursement for the city from the company. After all, you don’t want to be going in the news with headlines like: “A toothpaste company uses “White power” as a slogan for marketing”. 

Creativity is a knife that cuts both ways - if you have a good idea, deliver it in the proper way. And we remind you again - don’t do this as a stand-alone marketing effort. Integrate it into your overall marketing campaign. And make sure you know what you are doing - in this case, it is better to do nothing rather than do it poorly. 

Finally, we can say that guerrilla marketing is an outstanding way to promote your business and send a strong message to the people. Consult with professionals with these things and discuss what is the best way to implement them. However, if you decide to do it alone you are risking a lot. Guerrilla marketing is a knife that cuts both ways. Use it wisely for your advantage and it can turn into a game-changer for your business. 

How to Create an Engaging Email Marketing Campaign?

In 2021 e-mail marketing remains a crucial aspect of the marketing strategy of every business. Email remains one of the most efficient ways to reach your potential customers. Don’t take our word for it - let’s look at some numbers

  • 59% of marketers share the insight that when it comes to revenue generation in B2B campaigns, the email is the channel they rely on the most; 
  • B2C - people who purchase email spend almost 2,5 times more money compared to online shoppers that don’t receive email promotional offers.
  • B2C - the main driver for customers, according to the retail sector is e-mail campaigns. Only 20% of retailers don’t recognize this as a useful channel - the other 80% do. 

Most people don’t realize that, but email marketing is a form of art for marketers. Sometimes there is a very thin line between marketing and spam when it comes to emails. In the great and engaging email campaigns, the small details make the difference between “good” and “genius”. 

In this article, we are going to explore how to create an engaging email marketing campaign for your brand. There are some basic rules you must follow if you want to do great with email outreach to your customers. 

The perfect email campaign - how to do it?

We are in front of the canvas for your email campaign. Let us explore together what steps you have to go through to have a masterpiece at the end of the process. 

Choosing the right platform for your campaign

The first step in creating the actual campaign is choosing what platform to build it on. Countless tools can help you with this task. You have probably heard about the most famous automated platforms for email marketing like: 

  • Mailchimp; 
  • Zoho campaigns; 
  • Campaigner. 

They include a lot of useful things that can help you set up your campaign and even campaign automation. There you can find customizable templates that will help you in creating the email you address to your clients and many useful tools to help you track the open rate of the e-mail, calculate the ROI, UTM tracking, and more. One of the great things about this type of platform is that you can automate a lot of processes you will have to otherwise do yourself, therefore will help you save time on which you can focus on your business. 

When it comes to choosing the right platform for email marketing, keep in mind that every single one has its pros and cons, including the pricing model. You can do some research and find out which will be the perfect choice for your goals and budget. 

Creating that perfect e-mail

The next step in the process is creating the email itself. Several aspects have a key role in capturing and retaining the attention of the people who will open it: 

  • The subject of the email; 
  • The visuals in the email; 
  • The content itself;  
  • Call to action. 

It may look simple but it is not. As it is said - the simple things are the ones that are hard to master. First of all, you need an amazing subject that will guarantee you that anyone receiving the email will open it. It has to be short, to the point, and informative at the same time. If we can paraphrase the old saying - a good title is like a woman’s skirt - long enough to cover what is important, but short enough to spark curiosity. The same principle applies - you are not going to tell them everything in the title but it must be engaging and click-worthy. Tease them the added value and make them open that email. Of course, there are many different angles to creating the right subject - it really depends on what is the actual email - for example, it could be a cold contact email or a promotional email, or even a newsletter - those are three very different types of emails, therefore the approach will be totally different when creating the right subject.

After this is done we are off to the header. There should be a perfectly placed and selected visual. One of the essential things you can do is check the resolution of the image needed and make it in that size. The whole email should look good and be a joy for the eye, but the header image is the first thing that people will see after they click “Open”. Make sure it is worth it and it makes you read more. 

The content of the email itself is very important too. Okay, you got the people wanting to learn more. What are you going to show them? This depends very much on the type of email you are sending out. In most cases, it can be a sales email or promotion offer. Outline the important information with bold, bullets, prices, or important conditions and quotes (if you are including references from happy customers, if you’re not - well you should definitely consider it). The reader will first “scan” the email for these important parts and if he is interested he will continue reading after that. 

Call to action (CTA) is the final and most important part. The cherry on top, in this case, the cherry can be in the middle or in the bottom. You have already got the attention of the user, you have explained your offer to them and now it is conversion time. You do that by adding a proper CTA (Call-to-action) button. It can be “Get that coupon” or “Check the new collection we have”. You want to point the engaged customers into action. After all, that was the whole purpose of the email in the first place. 

Evaluate the performance and results

The final step of the process is to evaluate what you have achieved with the campaign. At the end of the day, it is all about results. The first thing you can do is check how many people have opened the emails you send to them. 

From there on, you can compare the achievements to the goals you have set before you started. It is very important to have clear and measurable KPIs set in the beginning. Otherwise, you are not going to know what to measure. If your main purpose was to increase sales, check how many people that opened the email purchased on the website. If you had another intention in mind - check if they are achieved. If you’re new at email marketing and are just starting, don’t worry, just be sure to always measure and set your own benchmark for your audience - businesses are very different and so are people so you should have your own benchmark judging from experience.

Measuring the success of the campaign is essential for evaluating if the whole process was good or not. You might be convinced that you have created an outstanding campaign, but the numbers are the ones that speak the truth. Trust them and learn your lessons if you have to. And remember to celebrate the victories as well! 

Final words

Those are the 3 steps in creating the perfect email marketing campaign. As we said - they may look simple, but they sure are not. The good news is that out there are many perfect examples of how to create a campaign for a specific type of business. You can also generate a lot of ideas from successful campaigns that big brands and agencies have carried out. Here is a very nice website that is amazing for email marketing ideas as it collects the best of the best - be sure to subscribe to their newsletter. Just remember that you are unique and that no one knows your customers better than you. This is the secret ingredient to success. 

Do's and Don'ts in Social Media Customer Service

Congratulations! You have a lovely product or service, a great marketing strategy, and are producing engaging content that people interact with. It may seem that you have it all figured out. Not so fast! In this article, we are going to address a crucial problem that most businesses nowadays face. And it is how to ensure that they have outstanding social media customer service. Together we are going to explore the best 5 practices and the worst 5 mistakes any brand can make when taking care of their customers. This is a perfect read for all the businesses and marketers out there that want to check if they are doing things right and want to improve their customer care. 

The 5 biggest mistakes in social media customer service

We are going to start with the bad examples to give you the chills. Some of these are quite common, while others are huge red flags that something is wrong with the customer care unit. And if you think this is not so important, you’d better reconsider - according to, 60% of all customers say they will choose the competition if they face bad service. 

Lie to a client

As it is said - you can fool some of the people some of the time. However, you can’t fool all of the people all of the time. You should never lie to a customer. The most important thing for any brand is trust. And once you lose that you can never get it back. Another valid point - if you get caught lying, people will hear about it. claims that 90% of customers share their negative experiences, and you can imagine how vocal they are going to be if you lie to them and they find out.  

Don't leave comments under posts or ads unanswered

There is a good chance that if someone leaves a comment on your page, it will be negative. Users want to express their opinion, or even ask a question, and they see the comments as the perfect way to do that. If you are not paying attention to them, you are making a mistake. Comments on social media can offer valuable feedback, and give you ideas on how to improve your business. 

Of course, some will not be relevant or will be just “hater” comments. You have the option to hide them from the comment section for the other users not to see them. We don’t recommend that you delete any comments. That can make people angry in no time.

If you handle an issue with a client in the comments of your page in a good way, a lot of people on social media will see that and you will leave a good impression. However, the perfect social media customer care specialist knows when it is time to transfer the conversation with the client on a personal message. 

Leave a client angry or unsatisfied 

Often if a client is turning to customer service, they will be confused or angry. Turning an angry client into a satisfied one is a piece of art that only the best people know how to do. However, leaving a client angry or unsatisfied after he had an interaction with a customer care representative is a very alarming sign that something is not right. People should feel satisfied even when they don’t have their needs met. 

Apologize for the experience they've had even though you know they may not be right. Try to calm them down and tell them you'll do everything you can to help. Never give exact promises, however. By doing these small things, even if the client was not happy, he or she will have had a positive experience with customer support. 

Make the client wait for a long time

Clients usually want their issues to be resolved (or their questions answered) quickly. The worst thing you can do is slap an automatic answer on your social media pages and make the person that wrote wait 2-3 days before giving them a reply. One of the best ways to ensure poor customer service is not to reply in time. 

Remember how Richard Branson turned this into an advantage? Every person that waited more than a specific time to reach customer support received some amount of money. And people were happy. You can consider some discounts or other bonuses as an apology to people that waited a long time to have their questions answered. 

You think you know it all 

The worst thing you can do in social media customer service is to think you know it all and have the best answers and procedures in place. You should constantly look for ways to improve your work and your team. Working in Social Media can be stressful, working in social media customer service can be double the stress. Make sure that you provide your team with the support they need for that as well. The emotional state of the person providing customer care is a key factor in resolving issues with angry clients. It is not only about the professional skills of the team, but also their emotional state as well. Take care of that. 

Research for new ways to increase client satisfaction and provide additional training for the team that handles social media customer service. Look for good practices all around on that specific matter. 

Top 5 things you can do to make your clients happy with social media customer service 

We have to say that most of the things in the top 5 of what you should do are just the opposite of the ones mentioned above. Great customer service is not rocket science. When you think about it, the steps to achieve are quite logical and should be a must for any business. 

Be quick and precise with your answers 

If you can provide your customers with quick and precise responses, they will be happy. Resolving issues and answering questions promptly will show them that your business cares about customer needs. This will make the brand more trustworthy and reliable. Even if resolving the issue takes some time, the client will be happy that someone got to him quickly and is taking care of his problem. And if you manage to do it the right way, there's a pretty big chance that the customer will give you another shot.

Do a follow-up on the clients

A lot of businesses never do this and they sure are missing out on a lot of potential benefits. Your social media customer service team should always check out how the clients feel after they have interacted with the brand. Here are just some cases in which you should consider doing a follow-up: 

  • Check if their issue was resolved and if they are happy with the answer they got; 
  • Check if everything with their purchase was okay and are they happy with their overall experience;
  • Check if their question was answered and if you can do something more for them. 

Doing a follow-up can help you build customer loyalty. Besides that, you can get some great insights and ideas from the feedback you receive. 

Have a positive attitude

Remaining with a positive attitude even in a situation with a difficult customer is a must. You should aim to cover the following 3 pillars of great customer care: 

  • Be positive; 
  • Wait for the customer to explain the problem; 
  • Have a problem-solving approach. 

Let’s integrate them into an imaginary chat. An angry and frustrated customer reaches you. You respond by being positive and polite. After that, they explain their problem (sometimes in an angry manner). Wait for them to explain, take mental notes, and while they write, think of ways to address what they are complaining about. When they are finished thank them for the feedback and propose a solution to the problem. After they have let it all out, they will be more perceptive about your proposal. 

Remember - customer service can sell!

Many people are ignoring this option and this is just insane! When you provide great customer care and people are happy, they will listen to recommendations from you. Imagine someone asked about the size or color of a dress. After you take care of their needs, you can always throw in a line like: “Do you know that this bag or these shoes go great with that dress? Now we have it on 20% off and people are crazy about it!”. 

Small things like that can turn social media customer service into a sales booster for your business. Nowadays, everyone sells in one way or another, from accounting to the actual salespeople. Don’t miss out on good chances to get more purchases. 

Have a tailor-made approach. Create a custom response for each client and be personal

Even big brands don’t go the extra mile for their clients. If you do it, you will forever win their hearts. In most cases, there will be an answer that most people responsible for customer service just copy-paste and send to different unhappy clients. Use the personalized responses and try to understand the problems of the people that write to you. If the situation is serious, give them a little something to feel better, like a discount code or a coupon. And when you put your name in your answers, this creates a feeling that there is at least some personal touch. 

They are going to love it! Small things matter the most. Even if you think they don’t. This might take some extra time and effort, but it is going to pay out for sure. 

Those are our top five picks for social media customer service don’ts and do’s that every business should be aware of. Do you agree? What are the biggest mistakes and good practices in this area that you have seen? Let us know! Leave a comment below or reach out to us. We would be happy to hear your story and give you some advice.