“Ring the bells that still can ring

Forget your perfect offering

There is a crack in everything

That's how the light gets in.”

― Leonard Cohen

In the ever-evolving landscape of marketing, finding the perfect balance between brand campaigns and performance-driven strategies is a challenge many marketers face. While the importance of both aspects is widely acknowledged, the question remains: how does a marketer navigate the transition to achieve an optimal balance?

Instagram has rapidly become one of the most effective social media platforms for retailers to connect with customers. From startups leveraging precise targeting in Meta’s business suite to larger companies tapping into the millions of followers offered by the platform’s most successful influencers, there are plenty of ways to build and reach an audience on Instagram.

Videos and SEO make a deadly combination when used effectively. 

A video appearing on search results typically has a higher CTR (41 % greater) than text results on the SERP. 

If you’re only focusing on video production, strategy, and quality and overlooking SEO, you’re literally throwing your money down the drain. After all, the idea is to be visible to your target audience and get some actual traffic on your site. 

Here at Overskies, we are proud to be 2023 Sapphire Supporters of Jewelers for Children. With the help of its donors, Jewelers for Children donated more than $60 million to help children who are the victim of catastrophic illness or life-threatening abuse and neglect.

In an age of nine-figure social media companies with billions of users, it’s rare for a new platform to find success, let alone the astronomical success that TikTok has had over the last half-decade. The short-form video-sharing service has grown exponentially year-over-year, transforming from a hub for user-generated content in the form of short, quippable videos, to a multi-billion dollar empire quickly attracting brands and influencers. 

Brand awareness is a crucial component of any effective marketing campaign. It is a key first step in any sales process, establishing a recognizable, trusted brand that potential customers will turn to when their pain points overlap with your value proposition. In other words, they’ll think of you first when they have a problem.

More than 2.5 billion people visit YouTube every month. It’s more than a website; it’s an entertainment and information ecosystem—a library for the 21st century. The ubiquity of YouTube has made it a focal point for brands eager to reach the billions of people who watch videos every week, driving a 46% YoY increase in revenue to $28.8 billion in 2021. For most younger generations, YouTube is television, making it a core component of successful brand advertising campaigns. 

The one thing that makes your business unique is its personal story and mission statement. This is your brand’s purpose, and it needs to be fully articulated in order to connect with like-minded consumers. Why was the brand created? What is the business’s vision for the future of the brand? How do you make your customers’ lives better, and when they buy from you, how do those purchases reflect their personalities?

Your website’s conversion rate represents the total percentage of people who act on the calls to action on each page. A low conversion rate means a less efficient marketing engine. Every click you pay for, and every search you generate is less impactful if fewer people convert on your website.