Is Snapchat Right for Your Business?
What types of businesses should be on Snapchat? Again if you are thinking can I, if I'm a solo practitioner coach, if I have a brick and mortar shop is it still good for me? So a lot of brands from entertainment industry are on Snapchat. It's probably quite natural because they are based in L.A. in Venice, and there are a lot of entertainment companies based in Los Angeles. But you can also see a lot of food and drink brands. And Snapchat did massive collaborations with Taco Bell and with McDonald's and with other food and drink brand that drove real results. So that's a good industry. I saw Mercedes ads on Snapchat. And not only Mercedes but other level of brands, so automotive is good as well. Fashion that's a very natural one because you can take people behind the scenes. You can show the product and younger demographics are driven to fashion and makeup and using those products. So that's a natural space to be on Snapchat with. But at the same time all of this is valid as well. If y...
ou are using Snapchat on a regular basis, you will see pretty much any brand. And we will talk about some use cases and case studies where you will see that even financial institutions use Snapchat. McDonald's ran hiring campaigns on Snapchat. So there's the whole world of brands using the platform and it's more about how you use it to drive results, rather than simply creating stories and kind of going with it and hoping that your account will grow and sales will start happening. It's not how it goes. The data shows that more and more companies are using Snapchat ads. So again we will talk about and there's a different class about Snapchat Ad Manager. And today we're focusing on growing business organically through Snapchat. But Snapchat revenue in quarter four 2017 showed that more advertisers are spending money on Snapchat. What are fundamentals of Snapchat marketing? And we're kind of coming to specific details (laughter) but this is important to understand. So first question I would ask if I was a marketer who's considering going on Snapchat. Is the audience that I'm talking to, why would they buy my product? Like what would be the main driver? And also why they would not buy my product. So unfortunately or fortunately does start with the product. It's not all about like Snapchat is not good platform for me. It might be the product. The product market fit is not there for that particular audience. And the answer to this question will inform the key messages you will communicate to people on Snapchat. So like why would someone buy? This is what you're telling to the audience on Snapchat. This is why you should buy my product. Why would they follow me on Snapchat? That's another big question. Can you create content on ongoing basis that is interesting to watch? That is exciting that is fun? Can you do it consistently? The answer to this question will inform the types of content you create on Snapchat. Cause again we all heard about the importance of content. And we know that it's kind of similar to Instagram stories. So you snap a video snap a photo. But like how does it actually engage how it helps me to like work with my audience and get them to buy or to respond? Especially when there's no access to, there's no way to know how many people follow you. Is it a good brand? Is it a bad brand? It's really all about the quality of your content and the level of your engagement. And something I have not mentioned before but if you have tried Snapchat before there are no vanity metrics. And we'll talk about metrics later but you can not see how many million or thousands of people follow you. You are as good as your content, and that's really important. And third question, with your snaps what do you want the audience to do? And sometimes especially if you are a startup or an entrepreneur you kind of feel awkward about asking people for money. You're like okay my content is awesome so just like buy it, you know. (audience laughter) Can you? (laughter) And would feel so uncomfortable, but it's totally fine. Imagine you've done all this work. Educated your audience about your content. Said why it's important to buy. Kind of made your brand more transparent. Talked about issues. And then there's this emptiness hanging in there. Like okay people are like what do we do next? Tell them. (chuckle) And that's totally fine. So the answer to this question will determine how you engage with your audience. So these are most important things, and we will walk through them right now. But in terms of the content it has to be fun. Because we're at Snapchat we're learned that a lot of it is about fun. Playful. And you have to make sure that your brand can be playful. Because you really have to think about it from the perspective of does it align with my brand? And what are the boundaries that I can address and move a little bit? Because if you are a brick and mortar store that is old school and does not know how to be fun and how to be playful, you have to see if you can push those boundaries. Cause if you're same boring and old and not interesting, you will continue to be non-interesting on Snapchat. So you really have to like challenge your perception and how you think about your content. Transparent. This is so important. Because this is the reason why a lot of people in the first place started using Snapchat. Because they thought this is unfiltered. And considering that you can use filters (chuckles) on Snapchat, this is not exactly true. But if you wanna pick on the words. But on Instagram everything is beautiful. Look at my picture, look at me look where I travel. Look at the items I have. But on Snapchat it's like look how silly I am. I'm goofy this is what's happening in my life. Even if on the personal level if you're Snapchatting not as a brand, you're like nothing is happening in my life and that's why I have Bitmoji just doing whatever (audience laughter) you saw him doing earlier. This is fun, just because, and that's okay. So content has to be fun. Put effort making sure that it is actually fun for your audience. There's no universal fun thing so think about your audience. Playful will determine your tone of voice. Can you adjust it a little bit? Can you adjust it and be playful yet be in line with the overall brand? Can you push those boundaries? The answer should be yes. And transparency will communicate your values. And we have again a few examples to look at where brands have build the whole following being transparent and being honest. Because the consumers we are talking about the younger demographics, they value what the brands stand for. It's not only about the surface and how cool they are. It's more about vulnerability and how they talk about their supply chain. Because people care where their shoes are coming from and what labor was used to produce them. And if people were treated well in the process. And all those things they get companies in trouble in they are not talked about. Whether on Snapchat or not. So this is something to remember and something like to push yourself towards if you are as a brand if you want to be on Snapchat. And in terms of placing and framing Snapchat into the overall marketing funnel, that's how we will think about achieving results on Snapchat. But I would strongly recommend that you think about it as the part of your marketing mix. I'm not telling you to drop everything. Forget about Instagram stories or any other platform that is working for you and go on Snapchat. I'm telling you if your target audience is young people, and if you would like to make a change and make your brand more relatable, more fun and more exciting, and to drive results with that, then consider Snapchat. Again you can still continue using the channels that are working for you. But this can be a really cool channel for you to explore. And if you think about the traditional marketing funnel and how market engine rates campaigns. You have all sorts of things and activities that can start bringing you clients and get interest. So you're creating awareness. Then you are continuing to do eBooks, webinars, quantive marketing is a big deal, and you're creating stronger interest towards your brand. By continuing to do those activities and then you do like one-on-one consultation or a webinar or other activities that are creating stronger purchase intent. So people are starting to consider your brand. Then they learn a little bit more about it, and then decide to purchase. And then ideally your customers are happy so they refer other people and they come to the top of the funnel. In the real life and with the social media with the online marketing, this does not have to be that exact order. And often people jump from one stage to another. So if you have a good piece of content then maybe it will generate a sale. So the person does not have to really do step by step. So what you can do with Snapchat. You can create awareness of your brand, or of the features and products of your brand. Then you can strengthen the intent to purchase, and then you can close the deal on Snapchat. Whether you are a consumer brand, a B-to-B brand, or sole practitioner. And we have some examples to look at I think that you will find really exciting. So those are the three things we will look at right now with exact tactics. So it's quite packed with information so if you have any questions along the way, please ask. And if you're watching online also just type the message in the chat, and we will get those questions answered.