This week we're breaking down:

• The Highlights:
  • Diving into the fast-food world's approach to online and offline engagement
• Trending Research:
  • Breaking down how Alo Moves generated +25% new users daily
• Time to Get Listening:
  • Speaking with Sean Tyson of Quietly about the connection between your audience and content marketing
• #MarketingTwitter:
  
  • Diving into threads to assess if you're serving the right audience, to discover 14 overlooked marketing tactics and to gain insight into tactics from 32 of the best marketers on Twitter

METAVERSE OR IRL?

With the introduction of the metaverse, it's hard to distinguish where and how to leverage different channels across the physical and digital world. As the cost to advertise on Facebook and Instagram continues to rise, marketers are pushing their spends elsewhere as we've seen with the rise of influencer marketing and investment into organic and paid TikTok campaigns.

At any given crossroad, marketers have two options - investing in traditional in-person advertising or full-fledged digital integrations. 

Just in the past week, two fast-food brands have activated in polar opposite ways, Wendy's embracing the metaverse and Pizza Hut tapping into the real world.

Starting April 2, 2022, Wendy's launched the 'Wendysverse' which features a digital representation of their flagship store and supports a promotion on Buck Biscuits in-app or in-store. Wendy's is using this opportunity to build community amongst their fan base with a March Madness basketball game to keep visitors entertained. 

On the other end of the spectrum, we have Pizza Hut who has built a 'struggle bus' to relate to their Gen Z audience. The struggle bus will feature lounge and relaxation areas and will tour across the US to different colleges to support students and athletes in need of some downtime. Pizza Hut has also partnered with podcast hosts from "U UP?" a popular dating show, to record a special episode on the bus. 

What are two things that these brands have in common with their marketing strategies? They're leveling with their audience. They're saying 'Hey, we know you wouldn't normally find us in these ways but we hear you and we see what your interests and worries are. We want to meet you in the middle'.

Whether you want to embrace your audience's digital interests even more or make an effort to re-engage them in the real world to solve a problem they're having, make sure you truly look into what your audience is saying & the community will flow from there. 

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HOW ALO MOVES LEVERAGES ITS INSTRUCTORS TO ADD +25% NEW USERS DAILY

SPORTING GOODS & OUTDOOR

Putting instructors first and foremost, Alo Moves helps them to further build out their personal brands and in turn, trainers spread brand awareness to wider audiences.

Key Takeaways

• Content-Rich Pages for Each Instructor: While these pages introduce trainers to the community they also help to capture organic traffic searching for instructors’ names. The brand also runs paid ads targeting the names of its most popular trainers.
• ‍Feature Instructors in Ad Creatives: In 2020, Alo Moves spent 93% ($1.5M) of its paid advertising budget to run ads that feature its instructors. The ads primarily communicated new classes and invited users to come train with specific trainers.
• Reuse Class Content: Instructors are featured in 55% of Alo Moves Instagram posts. The brand introduces new classes with short video snippets of instructors performing an exercise.

Content marketing is incredibly competitive, but there are some basics that many marketers overlook. 🤔

In this episode of What's Working in Marketing, I spoke with Sean Tyson from Quietly about:

🤼 How audience content expectations are at an all-time high and what that means for brands.

🧑‍🍳 What the key ingredients are for effective content marketing efforts today.

😢 What many brands are missing when it comes to their content marketing strategy.

🤓 Why brands need a more sophisticated view of their content marketing efforts to ensure success.

THREE TWITTER THREADS

A good strategy is a good strategy, no matter where you find it.

Here are three Twitter threads you should check out this week:

1. Back to basics with four questions to ask if you're serving your audience right

2. 14 marketing tips and tricks you probably haven't heard of

3. A mega marketing thread with the best marketing tactics from 32 of Twitter's top marketers, broken down by objectives

In case you missed any previous versions, check them out via the links below.

1. What's Working in Marketing - A Refreshing Marketing Rollout
2. What's Working in Marketing - How to Start Perfecting Your Marketing Strategy
3. What's Working in Marketing - Simple Steps to Rank Higher on Instagram