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How well do you know your social stats? Plus EU crackdowns on greenwashing & how to stop neglecting your about page

March 7, 2024 - Edition#2

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Dia Creative
March 07, 2024

February 22, 2024 - Edition #1

This week you’ll learn:

EU's Greenwashing Directive

Image Source: United Nations

The European Union is taking a bold stand against greenwashing, defined as making false or unproven environmental claims in the pursuit of marketing glory. The "Directive on Empowering Consumers for the Green Transition" was recently approved by the European Parliament and demands transparency and accountability in environmental marketing.

A whopping 53% of environmental marketing claims are misleading or unfounded, even though 75% of EU products carry a green or eco claim.

Brands that sell internationally need to pay close attention to make sure they don’t accidentally incur stiff fines of up to 10% of global revenues.

Key Provisions

  • Third-Party Verification: Brands must have their environmental claims verified by a third party. This ensures the credibility of the claims, providing consumers with trustworthy information. Consider partnering with recognized certifying bodies or sustainability organizations to ensure compliance and trust.

  • Transparency and Accessibility: Information supporting environmental claims must be easily accessible to consumers. For digital media link to your supporting materials, for physical media use a QR code.

  • Climate Neutral Ban: Claims that a product is "Climate Neutral" are explicitly banned.

The directive not only challenges marketers to avoid greenwashing but also encourages a shift towards genuine sustainability efforts. Don't avoid discussing the environmental impacts of products because of these new requirements.

Instead, focus on authentic initiatives and educate consumers about the importance of supporting truly sustainable brands.

Decoding Reach vs. Impressions in Social Media

Understanding your analytics is critical to ensure you can grow your brand awareness across every social platform that’s part of your marketing strategy. While reach and impressions may seem interchangeable at first glance, they serve distinct roles in measuring the impact of your content.

Reach vs Impressions

  • Reach: Represents the unique viewers of your content, indicating the breadth of audience engagement. How many humans saw the campaign?

  • Impressions: Reflect the total instances your content is displayed, irrespective of user interaction or uniqueness. How many times did the ad show up on a screen?

Crafting a Strategic Approach

  • Know Your Target Audience: Tailor messages and content strategies to resonate with your intended audience, leveraging tools like Sprout's Smart Inbox for insights.

  • Monitor and Analyze Engagement: Regularly track impressions to optimize content visibility and engagement. Shareable content can boost impressions and reach.

  • Looking at the Bigger Picture: Utilize metrics to assess brand awareness and drive engagement, aiming for content that delivers business value and ROI.

By understanding the nuances of reach and impressions across platforms, marketers can refine their social media strategies.

Galan Leather Co: Micro-Influencers on YouTube

Galan Leather Co. has discovered the power of YouTube micro-influencers to drive growth and conversion rates...to the tune of a 28% higher conversion rate than Instagram! With a focus on quality and craftsmanship, their strategy emphasizes long-term relationships over short-term gains.

Content Over Count

The influencer-product fit is critical says Galan Leather co-founder Yusuf Perrens:

"First, we make sure these creators are aligned with our niche so that we know they are speaking to our target audience. In the past, we’ve worked with topic-adjacent influencers, like accounts that review other types of leather goods, and found that those partnerships were unsuccessful."

Valuable influencer content and deep audience relationships pushed a 28% higher conversion rate from YouTube compared to Instagram in 2023.

Authentic Partnerships

Galan Leather's partnerships are based on a genuine appreciation for craftsmanship, offering products in exchange for honest reviews rather than scripted endorsements.

This authenticity is key to building trust with a discerning audience and has been instrumental in decreasing product return rates.

Long-Term Authority

Recognizing the lasting impact of YouTube content, Galan Leather commits to a long-term strategy, focusing on consistent outreach and collaboration with new micro-influencers.

This dedication to building a rich library of trusted online content has not only increased their conversion rates but also bolstered their brand's authority online. They even embedded third-party influencer videos directly on their store's product page, making sure buyers are informed and happy.

By valuing genuine connections over vanity metrics, they've crafted a strategy that delivers both immediate results and sustainable growth. Authenticity and targeted engagement trump sheer follower count every time.

Don’t forget your About Page!

Your About page is a pivotal brand asset. Yet, many businesses overlook its potential. Here is why you should care and how to make the page count.

Why Your About Page Matters

It has value beyond just providing basic information on your brand:

  • Entry Point for Brand Authority: It often ranks well for brand searches, directing potential customers to your site. A strong first impression is crucial and your first opportunity to build brand authority.

  • Conversion Trigger through Brand Trust: Frequently checked before purchases or engagements. A detailed About page can prevent conversion leaks and missed opportunities.

  • SEO Asset for Brand Recognition: Help Google recognize your site as a brand, and maybe get a boost in rankings. Detailed information can enhance your presence in Google's knowledge base.

Start with a Bang

Think of it as your business card; it should be eye-catching, memorable, and engaging right from the start.

Whether it's through a striking tagline, a brief video introduction, or a vivid photo, the goal is to grab attention without requiring visitors to scroll.

Build Connections

Link your brand to other recognized entities to enhance your authority and Google's understanding of your place in the wider web. This could include:

  • Conferences: Highlight speaking engagements or attendance to showcase industry involvement.

  • Partners and Non-Profits: Discuss well-known industry organizations you’re company is involved with or charity ventures you support.

  • Educational Background: For personal blogs, mentioning your education can add credibility.

  • Social Media Channels: Linking to your official profiles can improve your control over branded searches, pushing your social media presence higher in search results.

Optimize with Schema

Organization Schema is crucial for helping Google piece together information about your brand, from the basics like your founding date to your social media profiles.

This structured data is key to generating a Knowledge Graph, which can significantly impact your visibility and click-through rates in search results.

Include Your Call to Action

Guide visitors towards a clear next step. Your CTAs should be prominent and persuasive. Remember, your About page is part of your sales funnel, treat it as such.

Transform your About page from a mere informational resource to a dynamic brand asset. It's a one-time effort with lasting benefits.

⚡️ Quick Hits

What we’re studying right now

Substance and presentation is the perfect combo to build an email strategy. Your email design can’t be a shell around a weak message and a strong message can’t be overshadowed by bad design. This HubSpot course is free and full of great insights on email design and how to make your messaging to stand out. You can sign up for the course here.

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