I was watching my two boys playing yesterday and it struck me how creative they were. My 4-year-old was making up different scenarios and games with his train set, whilst my 18-month-old was pretending to eat the play food in his little kitchen. ❤️
It made me think about creativity as an adult, and how it’s so easy to get into a rut doing the same things for too long.
It’s so important to try and keep things fresh and new, especially when you’re working with clients who expect a lot from their agency. I’ve been thinking about ways to increase my creativity and thought I’d share a few tips with you!
🚶♀️ – Get moving. If I’m feeling blah or needing to get the creative juices flowing, I try to go for a quick walk. Fresh air (and most of the time a strong coffee) clear my head and help me think about things differently.
📴 – Turn off my phone. I used to start Googling or scrolling Instagram to help get ideas flowing, but I find when I do that, I actually end up either overwhelmed by content or just replicating what’s already been done. By taking a little digital detox I usually get the space to think more clearly about bigger ideas. I normally have a few lightbulb moments on holiday, which I think is due to being away from my work and letting the creative juices flow.
🎧 – Be inspired. I try to listen to a good business podcast or read an article at least once a week. I love Seth Godin for his quick riffs that get you thinking (especially since he’s now back on Insta showcasing them in a nice visual way), or his podcasts to spark ideas.
🍜 – Eat. If me and the team are getting a bit stuck in a rut, I normally suggest going for lunch. To be honest, this only happens once a month, but just having a meal and chatting about clients normally sparks a few good ideas and new things to try.
🖊️ – Start. Most of the time, once I start thinking about ideas and noting things down, lots spill out at once. It’s the actual starting that takes the effort. So I try to clear some time for thinking and ideas each month (it really should be each week, I’m working on that) and just do it!
What do you do to shake things up and stay creative? I’d love to know!
It’s no secret that influencer marketing has quickly become a staple for many brands. Businesses are devoting more and more of their budget to influencer marketing and the market is estimated to be worth more than $1.5 billion worldwide.
However, along with any “hot new marketing technique” comes
the fraudsters. Social media is fraught with fakes – fake news, fake likes and
fake followers. Hell, influencers recently showed how easy it was to fake a trip to
So how and why should you care? How can you try and make influencer
marketing work for your brand? If done correctly, influencer marketing can have
a huge impact – giving you exposure to a brand-new audience and raising the
profile of your brand to your target market. Here are our top tips on working
Before you do anything, think about you it is you’re trying
to reach. If you’re a chocolate brand wanting to appeal to busy mums, don’t look
to healthy eating vegan influencers. This sounds obvious, but sometimes brands
only look at audience numbers and potential exposure, they don’t think about
the fit with the person behind the account. Your product needs to genuinely
appeal to the influencer and fit with their brand. This way the message will
seem authentic and like a real recommendation. Also think outside the box when it
comes to audience. A smaller, niche audience of 5,000 of THE RIGHT people is far
better than a huge audience of 500,000 people who don’t fit your buyer persona.
A big following is great, but a good giveaway for someone who’s bought followers is a sudden increase or spike in followers. More followers generally mean more money per post – so influencers are always on the hunt to increase their numbers.
It can cost as little as a few dollars for hundreds of followers. You can easily spot someone who’s purchased likes using the free tool Social Blade. Just enter their handle and you get a great overview of their followers over time. True influencers will have a steady growth, a fake will have noticeable spokes of gains and losses.
Once you’ve looked at their growth, also look randomly at
some of their followers. If there are lots of inactive accounts, accounts with
no followers etc, it’s likely they’ve paid for some fake followers.
After looking at their followers, take a peek at their
engagement. Social Blade also offers an overview of engagement on posts. The figure
you want to focus on here is the engagement rate, shown as a percentage.
If an account has 100,000 followers and is averaging 2
comments, I’d say something is amiss. Either their content is appallingly bad,
and no one is looking, or those followers are fake.
The average Instagram engagement rate is between 1% and 5%. So,
if someone has 2,000 followers, you’d expect to see about 100 likes per post.
How many times do you look at a post on an account you follow
and see the following?
These generic comments are usually a giveaway of fake
accounts. The tech is good on these robot profiles! Some of them don’t just follow,
they comment too! Clever, eh! And a minefield for brands looking to use
influencers. Take a good look at the comments and see if people are actually
asking questions, tagging friends and having genuine interactions.
Also look out for the same people commenting all the time.
Some influencers form pods and agree to all comment and like each other’s posts
to increase their engagement figures. If it’s the same 5 people all the time,
you may want to rethink this partnership.
Followers to Following ratio
A genuine influencer will have spent time building their
audience. To do so organically, they will have liked and followed lots of other
accounts. So, their follower to following ratio should be pretty similar
(unless you’re a Hollywood celeb, then you don’t need to follow, daahling”. If these
numbers are radically different, alarm bells should start ringing.
If you find the right influencer and want to go ahead, always
take it back to what do you want to achieve. Who do you want to reach and what
do you want them to do? Are you better to offer a discount to your influencer
which their followers can use? Do you need photography, if so, put a contract
in place so you can have access to the images once posted. This may cost more but can be a valuable asset
for your business longer term.
Ask your influencer for some stats before going ahead. If
they’re worth their salt. They will use some kind of Analytics programme to
track their success, or at the very least, regularly check their Instagram
Insights. Ask them to send you some reports on their reach and engagement rates
too. It’s always worth getting this information first.
Finally, check out who they’ve worked with before and ask how
it went! If you see a competitor brand has worked with this influencer, give
them a call and see what kind of return on investment they got, how the working
relationship was etc. This will not only give you a good insight into your influencer
but will also help you build up your business networks.
In short, an influencer has to influence people, have their respect and encourage them to take action. If an “influencer” can’t do that, then they are unworthy of the title.
If you need help with your digital marketing strategy or want to know more about working with influencers, give us a call – we’d love to help!
The UK arm of cosmetics company Lush has just announced a drastic change to its social media strategy, basically exiting Facebook and Instagram in their traditional forms.
Lush famously do
not pay to advertise their products online or offline. They focus on word of
mouth, PR, events and partnerships to promote their brand – along with the amazingly
strong scent that wafts up all the way up the high street from their stores.
“Over the years
we have created, published and cross-promoted organic content and conversations
with the Lush community across multiple platforms and accounts. However, it has
become more and more apparent that these genuine conversations with the Lush
Community cannot grow without us paying for the reach and engagement. We are
proud of what we have built organically using borrowed platforms, but it is
time for a change. An audit of our social content and strategy demonstrated
that on average, only 6% of our followers are serviced with our content in
their newsfeed because we don’t pay to play. So in an effort to make Lush
better educated as both technologists and consumers, we’re making the bold step
to evolve our social media strategy.
the UK strategy is to primarily focus and invest more heavily in our owned
platforms, where we have seen stronger engagement, rather than rely so heavily
on third parties.”
This shift from
social media to owned platforms is a bold and interesting one. Lush will now be directing people to their website,
their Lush Player (home to stories and interviews) and the Lush Lab website and
Lush will still be playing in the social space, but via staff
profiles, partners, individual shop account and influencers.
I love this new approach and the stand they’re taking against the big boys. Driving people to your owned channels can only be a good thing.
If, as a brand, you don’t pay to advertise and rely on organic
content, you’re basically talking to 10% of your audience on social media – so
why not look for new ways to engage and inspire?
My biggest concern (if I was their social media manager) would
be giving the power to the individual stores and staff members. I would imagine
Lush are investing in some heavy-weight brand training for store managers to
ensure a consistent tone of voice, content theme and visual look and feel for their
social media. Creating a cohesive brand across so many subpages is a serious
challenge, but if they manage it, these store pages are going to be able to
tailor their content for local audiences, drive direct footfall and sales and
build genuine relationships with their neighbours.
Stay tuned guys, this is going to be very, very interesting!
We are looking for a talented social media manager to join our team. The account manager will offer strategic support and implement digital marketing campaigns for our clients. The role will also be responsible for an experienced account executive, approving content and offering support and guidance when needed. This is a casual role, starting at around 10 hours a week, but with the possibility of growing to around 20 hours a week in the future.
We are a social media and digital marketing consultancy based in Perth, Western Australia.
We offer a range of services including:
Strategic Marketing – marketing plans, digital marketing plans and marketing calendars
Social Media – developing and implementing digital strategies and campaigns, drafting, scheduling and monitoring social media posts across Facebook, Instagram, Twitter, Linked In and Trip Advisor
Social Media advertising – Facebook, Instagram and Google advertising campaigns
Copywriting –website copy, blog posts, magazine editorial and social media captions
We specialise in the tourism industry and clients include tourism associations and operators, however we also have clients in the fast-moving consumer goods sector.
The role will involve:
Creating annual and monthly digital strategies for clients
Creating engaging and beautifully written content for various social media channels including Facebook, Instagram, Twitter and Linked In
Scheduling posts in-app and using tools such as Schedugram
Social media advertising (predominantly Facebook and Instagram)
Monitoring and engagement through software such as Hootsuite
Approving copy and content planners written by account executive
Managing client relationships
Managing account executive
Monthly client reporting
We are looking for someone who is tech-savvy, has excellent attention to detail, can work autonomously, is passionate and creative. We would LOVE to hire someone based in Perth, however, we are open to remote working. This is a casual role that is based from home.
The ideal candidate will be:
Experienced in creating social media strategies
Experienced in social media advertising
Experienced in managing a large online community
Experienced in using Facebook, Instagram, Twitter, Linked In, Google Analytics, WordPress, Schedugram and Hootsuite
Excellent at copywriting for a range of platforms and mediums
Excellent at time management
Able to work well autonomously
Able to use online timesheets and project management tools
Experienced in managing a small team / account executive
Creative and forward thinking
Passionate about staying up to date with social media and digital marketing trends, and able to adapt and change strategies when needed
What we offer
The chance to work on high profile brands and exciting digital campaigns
Flexible working arrangements – from home, in your own time
Here at Wanderlust Communications, tourism is our passion. We love being tourists in our personal lives, and we love working with tourism businesses in our work lives. We see so many inspiring destination marketing campaigns when reading about and working in this amazing industry, so we thought we’d share a few of our favourites with you, and offer some ways you can incorporate these tactics into your own tourism marketing strategy.
Video content for Facebook and Instagram
Tourism Australia is often heralded as the best of the best when it comes to social media marketing. They invite operators and tourism businesses to share their content with them so they can share with the world. Video is the best performing type of content across Facebook and Instagram, so they often lead with that. Here are Australia’s top tips when it comes to the perfect video for social media.
Length: Optimum video length is 15–30 seconds long
Orientation: Square or portrait format preferable
Format: MP4 preferable
Background music: Suitable copyright-free background music, or no music. Check out www.premiumbeat.com or www.jukedeck.com, or there’s a range of other royalty-free music sites available on the web.
Overlay text or logos: None if possible
Fade in and out at the start or end: None preferable
Talking heads: None preferable
Voiceovers: None preferable
Tourism New Zealand has been knocking it out of the park in terms of digital marketing for years. We loved their Middle Earth campaigns which capitalised on the Lord of the Rings franchise, but we also love the way they tell their story through digital. These recent road trip videos are a wonderful way to link together self-drive destinations and make the journey part of the fun. If you have a product that is a little complicated or has many stages, consider a suite of videos to help break down barriers and tell your story clearly.
Working with Influencers
Influencer marketing is the new black, so to speak. Whilst it can be a minefield trying to find genuine influencers that actually have an engaged audience – if you get it right it can be extremely powerful. One of the influencers we love is @notsomumsy. Originally a blogger but now an avid Instagrammer, Marcia Leone manages to speak to her audience of more than 180,000 followers like a best friend would. She chooses her endorsements wisely, so although they are paid for sponsorships, they really seem to be genuinely loved by her. She tells the story in varying ways through her channels – a lengthy blog post with images on her website, beautifully polished posts on her Instagram feed and more “behind the scenes / real life” style snippets via Instagram Stories. It works well holistically and really helps push the message through.
Finding an influencer that really gels with your brand and has the right audience for you can be a wonderful marketing tactic to help raise brand awareness, open you up to a new audience, drive sales and increase your own social media engagement.
Influencer marketing is something we do for many of our clients. We recently worked with our client Sal Salis Ningaloo Reef to host journalist, photographer and influencer, Rhiannon Taylor, and saw some fantastic results. Her website In Bed With has the perfect readership for our target market, and her Instagram account is well-read and highly engaging. As Rhiannon is predominantly a journalist, we negotiated with her about deliverables and made sure we got more from the visit than just a couple of pretty Instagram pictures. Rhiannon featured Sal Salis on her website, she posted images on her Instagram account and on her Stories; plus she did a takeover of the Conde Naste Instagram account which has more than 1.7 million followers, secured an article in Vogue Traveller and provided us with 50 high-resolution images to use across our own marketing channels.
When it comes to working with influencers, be sure to do your research, negotiate on deliverables and be sure to maximise the results wherever possible.
Digital and social are wonderful, but campaigns really pack a punch when they extend through other marketing channels too. Just check out this idea from British Airways using their outdoor advertising boards and then amplyfying with social media. This video has more than 1.6 million views on YouTube and went viral online.
A simple idea but one that combined a clever use of technology with perfect timing, and a cute kid!
Think about how you can promote your campaigns across different channels and platforms. I’m sure not many brands have the budget to do something like this, but if you’re creative there are ways!
We once did some guerilla-style marketing for a brand in the UK which helped increase brand awareness and drive traffic to the website. At the dead of night, a team went into the City Centre and graffitied the clients’ logo and web address across the pavements with chalk. (Note chalk!! It did wipe off very easily) When people started their morning commute, they saw the drawings and curiously checked out the link! A PR campaign added some more word of mouth weight to the combination of tactics and made for a fun and successful strategy.
With social media now dominating the marketing mix, business owners and marketers now have a whole new range of channels to write content for. For years, people have been confident when writing news releases or brochure copy but writing for these new platforms can leave some people feeling nervous and a little stumped. We’ve put together a list of sure-fire ways to take the fear out of your social copywriting and spark your creativity.
Users of social media are fickle. They scroll mindlessly through Instagram and Facebook feed until something really jumps out at them. The image or video is primarily what does this, but you can stop their thumb with some stand-out text too. Think carefully about your headline and what you want it to do. Is it meant to evoke a response, be a call to action or to inform your customer? Whilst we’re not condoning clickbait headlines, remember this is your chance to draw the audience in.
Go back through your previous posts and see which ones have performed best. Use your Facebook and Instagram Insights to see which posts have generated the most engagement. If the images you’ve used are similar, it could be the text making all the difference.
When it comes to social; everyone wants to feel involved. By using an “active voice” you can help add some urgency to your copy and make the reader feel a part of something happening right now.
Bad spelling and grammar are enough to make some consumers unfollow you. If you often type your content directly into Facebook or a content scheduler like Schedugram, you may miss your trusty spellcheck. Download Grammarly for your desktop and you’ll never have that sinking feeling of spotting an error on your post from a week ago. The free tool checks your spelling and grammar across multiple sites, as you type.
TONE OF VOICE
Your brand is such an important part of your business, but remember it extends further than just your logo and font. It should run through every bit of marketing you do; especially your copywriting. Think about the most successful brands on social media – they have their tone of voice locked down and it’s consistent across their communications. Match your tone of voice to your business brand. If your brand is fun and quirky, let your conversation be led by that. If you’re representing a more serious business, stick to the more formal tone. Woolworths is one brand that has nailed this on social media. Their tone of voice is cheeky, friendly and ever so slightly sarcastic. They respond to all comments in the same way, often causing great reactions from their followers.
Length of captions for social media is something interesting to play around with. There is no hard and fast rule here – some brands find short and sweet captions work the best, whilst others prefer to story tell in their captions and really take their readers on a journey. Play around with different options and see what works best for you. Again, keep checking your Insights to see which kinds of captions are generating the best return for you. And remember, what works on Facebook might not necessarily transfer to Instagram. You may need different versions of the same message for each channel.
Read, read and read some more! Inhale as much writing as you can. It will help build your vocabulary, get inspiration for your own copywriting and generate new content ideas. Newspapers, magazines, blogs, books, social media channels and everything in between. If you see something you love, make a note and try emulating for your own business.
Practice really does make perfect. Keep practising with different styles of writing and trying new themes, ideas and stories. Always check your Insights so you know what’s working. You may find that an educational / How To style social caption is what really captures your audience. It may not have been your original strategy to produce this kind of content, but if it is working, you should listen to your audience.
Always get a second pair of eyes on your copy BEFORE going live. If you really don’t have anyone to ask, save the version, go do something else for an hour, then come back and re-read. You’ll often spot mistakes after you’ve had time to think about something else.
Next week we are out on location filming some new content for our client Australia’s Golden Outback. Throughout my career, I’ve written countless briefs, scripts and notes for on-camera interviews, and helped project manage the filming. Some people just come to life on camera; speaking easily and naturally and they just invite the viewer in. Others… not so much.
I myself am actually much more confident behind the camera. But in today’s digital world where video is a must-have for savvy digital marketers; how do you create engaging video content if you hate being on-screen?
We’ve compiled our top tips to create engaging and professional looking video content, even for the shyest people out there.
Capture things other than you.
Videos don’t always have to be of you. If you have a product that looks good on camera, or you’re selling an experience or destination – capture that on film and let it be the focus. If it’s talking on camera that bothers you most, don’t worry! Did you know 85% of Facebook video is watched without sound? If you need to explain something, use subtitles to get your point across
It used to be that all video content was created “movie style” in landscape mode. However, on Facebook and Instagram vertical footage is now the preferred style. This allows for more tight shots, focusing in on products or a focal point of interest. You can crop yourself out slightly and let the product do the talking.
You can now create animated videos cheaply and easily online. This style not only removes the need for you to be on camera, but it helps to break up other more traditional imagery and video and will stand out on people’s timelines and newsfeeds. Go Animate and Explee are great affordable options that we love.
Practice makes perfect.
If you really need to be on camera (and sometimes, you will) then practice, practice, practice! Now be warned, some people become more wooden with every take and can you hear that they’re reading a script. So try not to keep re-reading what you’re going to say. Rather keep practising being in front of a camera so you get more comfortable. Do a couple of takes without your notes, being spontaneous and see what feels right and sounds like “you”. The more time you spend in front of the camera, the more natural it will feel and you will come across. Remember the latest stats show short videos (between 15 and 30 seconds) work the best on social media. So even if you’re uncomfortable it really isn’t for long; fake it till you make it, baby!
Research for inspiration.
Sometimes a key to finding your own voice is identifying what YOU like in a video presenter. If you see something on Facebook that stops you scrolling, save it and come back to it later. What was it that you liked? The style, the content, the way the person spoke. Use this as inspiration and find people with a similar disposition and style to your own. This is a great way to build confidence and take away the fear of starting with a blank page.
Turn images into video.
There are now heaps of tools you can use, even straight from your mobile phone, to edit together images and short videos into great videos for social media. This is a great way to repurpose content and make it more engaging for your audience. You can even add stickers and emojis to make it more fun for channels like Instagram Stories. Great tools we love are Magisto,InShot and Ripl.
The biggest piece of advice is to just give it a go. Find a style that suits you and you feel comfortable with and just begin! Consumers these days buy into brands they love and they want to know the person behind that brand. Channels like Instagram and Facebook Stories are growing rapidly in popularity and offer the consumer a chance to see “behind the scenes” into your brand. These snippets into you and your brand are a great way to build confidence and connect with your audience in an informal way. There’s no need for polished performances, just an insight into you and your brand.
The accreditation raises the standards of information services and also provides a business check for the Visitor Centres. Once accredited, the centre will be able to display the yellow on blue italicised ‘i’ sign – demonstrating they have achieved certain quality standards in customer service and operations.
Wanderlust Communications has helped the Visitor Centre team work through the various accreditation criteria and in addition, created a new business plan and marketing strategy for the centre.
Amy Gough, managing director of Wanderlust Communications, said: “It’s been a privilege working with the Balingup Visitor Centre team. Balingup is a beautiful town and has huge potential as a tourism destination. The Visitor Centre is beautifully fitted out and has a passionate manager. It’s been great to develop a new, streamlined business and marketing strategy for the centre.
“As a small centre, budgets are limited, so our plans have focused on visitor servicing, member engagement, community outreach and digital marketing. The plans will begin in the new financial year and are being supported by the Visitor Centre committee.”
Wanderlust Communications has now assisted three centres with their accreditation applications; Donnybrook, Kulin and now Balingup. If you’re a Visitor Centre manager looking to undertake the program and need support, please contact us today.
Wanderlust Communications has recently been appointed by Australia’s Coral Coast to assist with the social media elements of their Winter 2017 campaign. The campaign brief was to create a 3-month social media campaign, targeted at the inter and intrastate markets to encourage travel to the Coral Coast region this Winter. The campaign needed to highlight the amazing experiences on offer in the region and convey a sense of urgency to turn interested consumers into visitors.
Wanderlust Communications began by narrowing down and identifying individual target markets and aligning them with a range of key campaign themes. These themes; including aquatic, beaches, off the beaten track and wildlife, were crafted to help tell the story of the region and bring the experience to life. The tagline, “there’s no better time than now” was chosen to underpin the entire strategy and add a sense of urgency to the consumer. Wanderlust Communications worked with branding and design agency, Kate Hayes Design to create a new logo to be used across the campaign.
Tactical elements of the campaign included a structured content plan for Facebook and Instagram to promote the entire region over a 3-month period, with regular posts crafted to support the overarching messaging. This content plan was aligned with the key campaign themes and supported by a Facebook advertising program. Facebook advertising was used to create a highly targeted and structured digital advertising campaign.
Australia’s Coral Coast have been executing the offline elements of the campaign including TV adverts, newspaper advertising, radio promotions, public relations and a billboard campaign. The “there’s no better time than now” theme has been used throughout the integrated campaign and can be seen here on a billboard in Perth.
The campaign runs until the end of August and Wanderlust Communications are thrilled to be working with Australia’s Coral Coast again.
West Australian bakery, Great Temptations, has appointed Wanderlust Communications to manage its digital marketing. The company hand-bakes delicious sweet treats from fresh, real ingredients and supplies hundreds of independent stores across Australia.
Amy Gough, managing director of Wanderlust Communication, said she was delighted to be working with Great Temptations.
“Great Temptations are a fantastic, family-run business making a really delicious range of products. As lovers of WA business and cake… this is the start of a fantastic partnership! We will be working with Great Temptations to define their target consumer and create a digital marketing strategy to deliver real results. Activity will include monitoring and engagement across social media, new content creation and social media activations. We can’t wait to get started.”
“With the majority of our client base being tourism related, we’re really excited about diversifying into the fast moving consumer goods arena. We can’t wait to get started.”