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https://www.forbes.com/sites/forbescommunicationscouncil/2018/11/08/six-essential-tips-for-voice-search-optimization/
Six Essential Tips For Voice Search Optimization
Six Essential Tips For Voice Search Optimization As a fast-growing channel for brand discovery, I believe voice is going to play an indispensable role in driving future marketing success. Disruptive in more ways than one, voice is redefining the meaning of “mobile,” which is no longer the exclusive domain of smartphones and tablets. Just think of all the devices you now use to perform a voice search while on the go -- some of them don’t even have screens. It reminds me of the profound lyrics of poet and musician Gil Scott-Heron, “The revolution will not be televised.” Although Scott-Heron may not have been thinking about Alexa at the time, the idea of unshackling humanity from the clutches of a glass screen is a powerful one. To help you prepare for this shifting tide, here are six voice search optimization tips to set you up for marketing success in the years to come. 1. Understand the language. There’s a difference in how people formulate voice searches versus how they construct text-based search queries. When you’re typing something into a search engine, you’re likely stringing keywords together and most sites are optimized for that type of search. Think “Italian food San Diego.” But when you’re talking to a human-sounding machine, like Alexa or Siri, you’re likely to address it the way you would a human being -- in complete sentences. For example, you might ask your device, “Where can I find the best spaghetti alla puttanesca near me?” This means Italian restaurants (and every other sort of business out there) need to optimize their content for this new type of search by including more long-tail keywords and complete sentences that answer specific questions. 2. Be conversational. Piggybacking on the use of complete sentences is the growing importance of conversational language. The user asking their voice device a question is likely using a fairly conversational tone, and your site needs to respond in a similar fashion. In fact, Google tells its raters to evaluate voice search results by how well the spoken response answers a user’s query, as well as how it sounds. And believe me, you don’t want your content to sound like a machine wrote it! There are other factors involved in the rating, including grammatical correctness and length, but these are the two biggest ones you need to keep in mind when optimizing your website for voice search. 3. Optimize content for answering questions. What’s your No. 1 reason for using the internet -- aside from looking up memes and cute cat videos? Most of the time, you’re probably searching for information. As stated above, those using voice search are more likely to use some form of long-tail keyword phrase or question. To capitalize on this growing trend, you’ll need to collect as many questions about your industry as possible, then do your best to answer those questions across all your marketing channels. The more voice-optimized content you have on those channels, the more likely they are to get picked up by search engines and fed through voice search devices. 4. Optimize your content layout. When it comes to Google’s search results, what’s the best place to turn up if you’re optimizing for voice? The Google Answer Box, of course. And how do you get there? By structuring your content so that Google can easily identify it and pull it into said Answer Box. Think paragraphs, bulleted or numbered lists, FAQ content or charts. Since a lot of voice search results -- just over 40%, according to a recent Backlinko study -- draw answers to user queries from the Answer Box (also known as the featured snippet), you definitely want your site’s content in the running. 5. Technical SEO still matters. All your great content isn’t worth anything if your site is unnavigable by users and search engines alike. If you’re practicing good, technical search engine optimization (SEO), then you’re already a step ahead of the game. Many voice assistants draw their answers from the top search engine results, and technical SEO is essential to optimize your content for those top-ranking positions. There are numerous technical SEO strategies you can focus on, including a speedy mobile experience, a good organizational hierarchy with appropriate HTML headings and structured schema markup to help search engines understand all your content. 6. Skills pay the bills. Alexa skills and Google Actions are custom applications that companies can develop to serve branded experiences to smart speaker users. Both Google and Amazon have offered developers alternative paths for their devices to draw answers and information from these applications without requiring the user to explicitly invoke the specific skill or action. If your business has already developed a smart speaker application or is planning to create one, start feeding it helpful content and answers to the most frequently asked questions within your industry. That way, over time, you can accelerate user discovery and engagement with your branded voice applications on these devices. This is still in development, and as a result, it hasn’t been discussed all that much. But I believe that it will soon become a new method for voice search optimization in the not-too-distant future. If all this information has made you pause, don’t worry. Voice technology is a relatively new field, but it's full of promise. More and more users are making use of voice search every day, and that number will likely continue to grow as we head into the holiday season, which historically drives the sales of consumer electronics. Case in point: Between November 1 and December 9 of 2017, the number of U.S. households with smart speakers grew from 10.5 to nearly 12.5 million. That’s two million devices sold in just over a month, and potentially two million new voice search users that your business needs to reach. In the era of voice, content, search, creative and technology teams will all have important roles to play. Get ahead of this rising tide by teaming up with the right people in your organization to begin developing the optimized content and storytelling experiences that will power your voice search strategy in the years to come. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2018/11/13/how-artificial-intelligence-can-be-applied-to-executive-talent-acquisition/?fbclid=IwAR3gAuEbf4zjrxEEAk0Dr859nYD7T6E-XF1WQw9l2fXj3ERtD16_M9GAe9w
How Artificial Intelligence Can Be Applied To Executive Talent Acquisition
How Artificial Intelligence Can Be Applied To Executive Talent Acquisition Instances of artificial intelligence, machine learning and deep learning are being used around the world today to make data-based decisions that are helping companies make important choices that essentially drive profit, altering business results. This is the perfect time to think about how artificial intelligence (AI) will impact your business as well as what you can do to ensure you maintain your recruitment team’s high standards and values in this revolutionary digital age. Today, you can bet a good number of enterprises are using AI in some capacity. Some of the most common use cases for AI implementation are detecting security breaches, resolving user technology issues, automating administrative tasks and gauging internal compliance. In general, AI is allowing brands to serve their customers better in more customized ways. In fact, a Hong Kong venture capital firm recently appointed an AI algorithm to its board of directors. The company credits AI with pulling the firm back from the brink of bankruptcy. Executives at Deep Knowledge Ventures noticed the firm was funding way too many “overhyped projects,” and AI solved this problem by helping the firm make more logical fact-based decisions. This was not the first company to use AI as a decision making tool for risk analysis. Many financial institutions started doing so much earlier, without making the decision as public. Have a sub-par genetic makeup? Researchers around the world are using AI to improve the accuracy of gene editing with CRISPR. CRISPR is a gene-editing technology that’s transforming industries from health care to agriculture. It’s designed to extract and alter DNA at a specific point in a specific gene. These are just a few examples of how organizations are utilizing AI to change the world. What does this mean for your recruitment process? There is a large possibility that certain roles could become less frequent or obsolete in the future. On the bright side, this also opens the door to more executive and technical hiring opportunities within a whole new digital practice area. Being in the recruitment software industry at The Cluen Corporation, our clients typically use our software to setup various automated workflows that help them reduce their time to shortlist and ultimately reduce their time to hire. Other AI tools commonly used by our clients include scheduling assistants, assessment tools and in-meeting assistants. Ultimately, this artificial intelligence helps our clients save time by more accurately parsing data and avoiding duplication. However, it’s important to understand that artificial intelligence is unlikely to ever replace the abilities to: • build relationships with candidates • see a candidate’s potential beyond credentials • determine a “culture add” or “culture fit” • gauge candidates’ interpersonal skills • persuade candidates to accept offers Firms must build data to enable AI to reduce time to hire. Building a real database with integrity should be a top priority for your firm if you want to leverage the current and future AI tools. Your rich data will become a game changer when AI is fully integrated into executive search. What if you could automatically get insights into hiring needs and trends faster? How amazing would it be if you could take all your rich, valuable data and anticipate hiring needs and trends in each sector? Here’s where I see AI changing the executive search process: • Pipeline Candidates Based On Hiring Trends And Succession Data: If you are diligent about capturing your data, you should be able to anticipate hiring needs based on data you already have. For example, say a chief financial officer in the finance sector usually stays at their job for an average of three years. What could you do with that information? You could use it for business development. Start a marketing campaign to the potential candidate with new CFO opportunities once they hit 2.5 years at their company. Alternatively, executive search firms can contact the hiring manager and market their services to them for a new search. Today, this is a manual process, but that may change in the future with AI. • Predict/Suggest Most Qualified Fit: Today, database queries should show the most relevant candidates, but we see this process getting even easier and more accurate with AI. For example, when it comes to biotech, what if you could aggregate and assess candidates associated with research papers in health sciences libraries. Wouldn’t it be nice if the AI technology could push the most relevant scientists to the top of your long list based on what they have published, their relative rank on the paper and how many times they are referenced throughout time? • Predict/Suggest Compensation Data: How much is this position worth based on all the valuable data you currently have in addition to salary trends within the market? If you are persistent about tracking compensation data and deal package information, it will make it much easier to discourage hiring managers from setting low salaries for their candidates. And it could drastically decrease the time it takes to go back and forth with a candidate when it comes to salary negotiations. The world of AI is rapidly evolving, and the common theme we see within the executive search process is the fact that your data will be vital when it comes to a successful AI implementation. If your firm wants to be able to leverage these technological advances and tools to help make intelligent, fact-based business decisions, it’s imperative you make your firm’s proprietary data a priority today. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2018/11/16/dont-underestimate-the-power-of-interactive-content-in-marketing/?sh=1aa79ea83ca1
Don't Underestimate The Power Of Interactive Content In Marketing
Don't Underestimate The Power Of Interactive Content In Marketing In 2014, BuzzFeed launched a quiz called “What City Should You Actually Live In?” Since then, the quiz has been viewed more than 20 million times. The company now creates multiple quizzes every day and has seemingly sparked an online quiz deluge. One year later, the optical brand Zenni made waves when their consumer quiz generated $1 million in revenue and 29,410 lead conversions, according to a case study by the Internet Marketing Company. The experience included a nine-question multiple-choice quiz that matched consumers with the perfect pair of glasses that complemented their style, lifestyle and budget. Consumers were then offered the option to share their experience or purchase their recommended glasses. Marketers and agencies have taken notice of this quiz effect. We here at Float Hybrid recently launched Float IQ to enable any brand to create an engaging quiz that delivers personalized product recommendations to consumers. We work with brands to assemble psychographic profiles of consumers and then build questions that are matched to personality traits comprising those profiles. The result is a product that is the perfect fit for that individual consumer based on their personality. Introducing Interactivity In Your Marketing Personalization is one piece of the quiz puzzle, but the other piece that is changing how marketers think about content is the concept of interactivity. Interactivity brings the consumer into the experience, and in a world where many digital ads are ignored, having the consumer engaged in the experience is a welcomed result. If we take a closer look at BuzzFeed’s quizzes, as reported by Digiday, 96% of users who start a quiz on BuzzFeed continue to the final reveal. If even close to that percentage of consumers finished watching video ads online, all marketers would be driving around in Maseratis. So, why are BuzzFeed quizzes seeing unprecedented engagement while digital ads are being glossed over? In a survey conducted by the Content Marketing Institute (CMI), 81% of respondents said that interactive content is more effective than static content in capturing consumers’ attention. There are many reasons for this, including the increased retention of brand messaging from interactive content and the fact that interactive content has reusable value, which leads to repeat visitors and increased shareability. There are many types of interactive content, including quizzes, calculators, configurators, contests, games, infographics and e-books. Each has a place in the buyer journey. Based on my experience, games and contests have high value in the early stage of the buyer journey to drive awareness and discovery. White papers, e-books and calculators have more value in the middle stage during consideration, and configurators over-index in the late stage during decision making. Successful brands must carefully plan the types of interactive content and places where they are delivered across the path to purchase. Keys For A Successful Interactive Campaign In today’s world, I believe every brand should be implementing interactive content because the tools are there, ready and waiting to be used. The impact of interactivity is unquestionable, and brands should dive in headfirst. Just remember these five insider tips when you get ready to execute interactive content for your brand. 1. Identify your consumers’ buyer journey. Then, plot the appropriate interactive content at each stage. 2. Create profiles of your consumers to build interactive quizzes. The more defined your consumer profiles, the better the recommendation you can offer. 3. Have a clear call to action. Once your consumer engages with your content, take them to the next stage of the journey. 4. Capture consumer information. At every point of an interactive experience, you are learning something about the consumer. Make sure you are capturing that information and acting on it. 5. Follow up. Once the experience ends, that should not be the end of your conversation with the consumer. Be sure to follow up with other ways to engage with your brand. Interactive content is certainly entertaining for consumers, but the increased engagement and valuable consumer data is what makes it such a valuable tool for brands to incorporate into their marketing strategies. In the case of quizzes, by diligently building consumer profiles associated with the quizzes, brands can more effectively segment and target consumers. Once a quiz is published, the results can be used to refine marketing messaging, consumer target segments and first-party data attributes. Following quiz execution, the quiz participants can be retargeted with more relevant messaging. At the end of the day, every brand is trying to deliver the right message to the right consumer at the right time. Quizzes are an incredibly efficient way to accomplish that goal, all while entertaining the consumer. If you find yourself wishing consumers would actually enjoy taking surveys so that you can gather important consumer data, it’s probably time to create your first interactive quiz. Happy marketing! Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
f564cdb072949adde13cbc2c6b7dbfba
https://www.forbes.com/sites/forbescommunicationscouncil/2018/11/26/how-brands-can-improve-their-voice-marketing-in-2019-and-beyond/
How Brands Can Improve Their Voice Marketing In 2019 And Beyond
How Brands Can Improve Their Voice Marketing In 2019 And Beyond Pexels Pexels The most effective marketing tactics are often the ones that align with instinctive human behavior. I believe voice marketing has increased in importance because of an important human behavior: being lazy. Humans are intrinsically lazy and wired to find the path of least resistance. This is why there’s a premium on products that have put convenience at the forefront of their marketing strategy. Seamless made it easy for you to get food delivered. Uber made it easy to get a taxi. Netflix made it easy for you to watch movies. Now, combine the convenience of speaking, rather than typing, with the power of search to result in an extra valuable tool: voice search. The effectiveness of voice marketing has improved due to the increase in usage of voice-enabled smart devices like Amazon Echo and Google Home. In fact, according to 2017 data by Pew Research Center, 46% of Americans have already used a voice assistant. Furthermore, according to Statista (subscription required), 82% of those who have used voice assistants have searched for information on things like news, weather, recipes or appointments, while 35% of users purchased products. At JumpCrew, we help our clients use voice marketing to connect with potential customers who search for answers to their questions. We also help clients determine if Alexa skills should actually be built for a particular campaign. We have found that answering questions using search engine optimization (SEO) increases brand awareness because the searcher was not thinking about the brand when asking the question. We have also found that building an Alexa skill can help increase brand awareness and lead generation for brands aiming for those goals. Ultimately, it’s important to take a holistic approach to voice marketing, as outlined below. Brands need a two-pronged approach to voice strategy to win in 2019. Brands need to evolve their voice strategy if they are going to win in 2019. In the past, companies rushed to build Alexa skills like moths to a flame because they were the shiny new objects to chase. However, building an Alexa skill just to build it is a waste of your clients’ money and time, and is “so 2018.” To win in 2019 and beyond, you have to leverage SEO so that your website is the answer to questions on search engines. Build an Alexa skill only if it will add additional value to consumers and accomplish a business goal. Here are the two things you need to do: 1. SEO: Targeting Google’s Answer Box Google’s answer box helps power voice search on Google Home. SEO can and should be leveraged to rank in this space. Use keyword research to find the questions your potential customers are asking. A few tools to find keyword data include Google’s Keyword Planner, SEMrush, Conductor and Moz. Next, create and optimize articles on your website to answer these questions. Structure them in a bulleted, table or list format so that they will easily be picked up and added to Google’s answer box. Finally, use structured data. Google and other search engines have been pushing webmasters to use structured data to organize their content. Google helped develop Schema.org as a code base/vocabulary that allows brands to mark up their data and add more information so the search engine knows exactly what it’s looking at. Structured markup like this is one of the ways to make sure that the content can be read out loud and function on Google Home devices. Google offers a Structured Data Testing Tool to ensure your markup is correct. 2. Building An Alexa Skill In my opinion, there is nothing special about building an Alexa skill. Alexa skills cost time, money and resources. But there are numerous platforms that allow you to build Alexa skills without coding, including PullString, Orbita and Storyline. There are six steps in the Alexa skill development process: • Ideation: First, you should brainstorm Alex skill ideas. Remember that skills can have multiple functions. The questions you find using keyword research should be used to help generate ideas. • Conversation Design: Your goal should be crafting conversations that are natural and help the consumer get the most out of the skill. • Test: Once you have designed the actual skill in the platform, you will need to test it in a controlled space to make sure it works. • Deploy: Once the skill is fully tested, you’ll want to deploy it to Amazon’s marketplace so anyone can have access to the skill. • Voice Analytics: The skill-building platforms allow you to get voice analytics data as the skill is being used. This allows you to optimize the skill based on how people are using it. • Launch Campaign: You should always execute an awareness campaign to let people know you have launched a skill. I believe voice marketing will increase in value as the adoption of voice-enabled devices increases. This is because it taps into human behaviors. Brands need to use SEO to target Google’s answer box because it powers voice search on Google Home. They also need to be thoughtful in building and promoting Alexa skills. Finally, to build an Alexa skill, you don’t need to spend a million dollars. Use these tips above to get it done. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/01/03/b2b-marketing-trends-you-need-to-know-for-2019/
B2B Marketing Trends You Need To Know For 2019
B2B Marketing Trends You Need To Know For 2019 Pexels Pexels You don’t need a crystal ball to see that 2019’s business-to-business (B2B) marketing landscape will be more competitive, fuel the ever-growing list of marketing technology and pave the way for better and more engaging methods to reach prospects and customers. But with so many emerging trends on the horizon, where should time-pressed and resource-constrained B2B marketers focus their attention? While I won’t try to list the myriad of marketing tactics gaining popularity over the next year, I will share five trends that I believe B2B marketing absolutely should not ignore in the year ahead. 1. Personalization I expect B2B marketing to be even more personal in 2019. Forget multichannel or omnichannel marketing -- the channel doesn’t matter. Marketers today need only be concerned with one-to-one personalization at scale. It’s an unacceptable marketing faux pas to not take advantage of the intel and data your audience has given you. Nobody wants to feel like an anybody, and your B2B buyers are no exception. From email to landing pages, advertisements and content recommendations, personalization isn’t just for business-to-consumer (B2C) brands anymore. Segment and tailor your experiences to make your audience feel recognized, understood and, most importantly, special. 2. Intent Data Based on my perspective, the ability to predict what your buyers are interested in through intent data is going to completely transform the way savvy B2B marketers select content topics, create campaigns and engage their buyers in 2019. Intent data enables marketers to understand the interests of a buying group and use those insights to improve the relevancy and value of the content they serve them. Think more visibility into a person or company’s online research -- and this visibility comes from both first-party intent data (tracking your website activity and cookie visitor engagement) and third-party intent data (a collection of data from searches on external sites). 3. Podcasts Podcasts are making a comeback in a big way. In fact, 2018 data shows that there are 73 million podcast listeners in the U.S., and that number is expected to rise in the coming years. The on-demand and digestible format make podcasts much easier to consume in comparison to other media. A well-done podcast can position your company as an industry expert and help you to build trust and credibility in your domain. Not only do podcasts provide marketers with cost-effective and high-quality content sourced from industry thought leaders, but they can also help strengthen relationships with strategic accounts. Owning a podcast provides a channel for you to create relationships with your ideal clients and potential referral partners by asking them to be guests on your show. 4. Agile Marketing Not as much a trend as a necessary survival skill, I believe effective project management will be key to building high-performing and sustainable marketing teams in the year to come. Facing similar pressures to the software developers who founded the Agile Manifesto in the early 2000s, marketers are being asked to do more with limited resources and respond faster than ever to change, and they’re required to continuously develop new and changing skill sets. An Agile approach helps marketers avoid burnout, hit key deadlines, and improve work quality and visibility into team processes and outputs. What’s Agile all about? Agile marketing is often a hybrid combination of Scrum, Kanban and Lean principles that encourage experimentation and validated learning. Agile teams divide big work projects into small pieces, so they can test out minimum viable marketing programs, learn from them, iterate and improve. 5. Voice Search With the rising popularity of personal voice assistants like Siri, Amazon Alexa and Google Home, B2B marketers need to be ready to adjust their search engine optimization (SEO) approach to capture voice search. To improve discoverability on search, marketers need to move beyond strategic keyword placement to create conversational content formatted in a way that is easily understood by machines. While voice search is still in its infancy, based on what I have read and my knowledge of the industry, I believe it could surpass mobile search within the next five years, so this is a trend you are going to want to get an early start on. As you look to execute your 2019 plans, keep these marketing trends top of mind. What top B2B marketing trends are you looking to try in 2019? Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/01/07/considering-a-communications-career-13-tips-for-industry-newcomers/
Considering A Communications Career? 13 Tips For Industry Newcomers
Considering A Communications Career? 13 Tips For Industry Newcomers The new year brings new opportunities and, for some, may even prompt thoughts of a career change. For individuals re-evaluating their career focus, a new gig in communications might seem like a step in the right direction. Before you make the leap, it’s important to be aware of the skills needed and the challenges you’ll face on a daily basis. It helps to get an insider’s perspective, so we asked members of Forbes Communications Council to offer their advice for professionals entering the communications field for the first time. Here’s what they had to say. Members of Forbes Communications Council offer advice for those considering a career in communications in the new year. Photos courtesy of the individual members. 1. Hone Your Skills Not everyone is a writer. Like any skill, though, writing can be learned. So if you’re considering a move to communications, start with the fundamentals and take a writing course or write something to exercise that muscle.  The best communications professionals also have oratory skills, as well as some visual art experience or at least an eye for what works. If you don’t, get the training. - Eugenie Bisulco, The Child Center of NY 2. Be Able To Demonstrate Results Almost everyone thinks they can write and be a communicator. If you want to move into communications, ensure you have both multichannel writing samples and return on investment (ROI) — what was the open rate, click-through rate, campaign result (such as sales), impressions, engagement, change in behavior and so on? It’s important to prove you have what it takes to be an excellent communications professional. - Amanda Ponzar, Community Health Charities 3. Clean Up Your Social Profiles Communications roles tend to be pretty visible, as these are professionals who may sit on panels, author guest blogs or pen newsletters as part of their role. Your previous tweets will likely come up when Googled, so spend time making sure your personal brand reflects the brands you’d like to work with. Set accounts to private and delete old content that doesn’t fit your target companies. - Mandy Menaker, Shapr Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 4. Learn Search Engine Optimization (SEO) Learn SEO so you know how to make any type of content findable on the web. This helps you rank for job titles on LinkedIn and build a personal brand to help make the career change. It’s also important for communication roles, because the point of SEO is to make sure people find your content and message. A foundation in SEO enhances your ability to do public relations (PR), content, copywriting and even be a CMO. - Lavall Chichester, JumpCrew 5. Get To Know Your Target Audience It's easy to get excited about the prospect of delivering a well-executed PR or internal communications campaign. The key is to ensure your messaging is not only clear, but also resonates with your target audience(s). The best campaigns can fall short when there is no emotional connection or clear tie-in to what’s in it for them. Measurement of results is also critical to justify your role. - Nysha King, MRINetwork 6. Talk To People Who Work In The Field I’ve counseled hundreds of young and established professionals considering a career in communications and always encourage them to start with informational interviews. They help you learn about the different types of communications (in-house, agency, government and so on), build your network and understand which of your skills translate and what areas will need attention as you get up and running. - Colby Reade, M.J. Murdock Charitable Trust 7. Always Be Learning The communications industry is changing every day, and you have to keep up. Professionals and companies who want steady jobs where every day looks the same shouldn’t pursue marketing and communications. With technology improving each day, digital is the future. What worked yesterday might not work today, so you must always be learning what’s next to keep up with today’s marketplace. - Holly Tate, Vanderbloemen Search Group 8. Build Your Personal Brand When someone looks you up online, it’s like a self-service interview. Before they say a word to you, they will learn about you from websites that mention you, your social profiles, articles you’ve published, places you’ve been quoted and more. Post consciously, keeping your end goals in mind. It’s a great way to show off your skills and build the brand you want to represent yourself. - Holly Chessman, GlowTouch Technologies 9. Get Comfortable With Change And The Unknown Communications is ever-changing — new forms of communication for marketing keep launching, and current forms keep evolving! Professionals entering this field for the first time should be comfortable with the unknown and the fact that this area is constantly changing. It is hard to measure ROI on certain things, and it is trial and error. It is a bit uncomfortable — but that makes it exciting! - Sherry Jhawar, Blended Strategy Group 10. Think Like A Shopper First Because you’re new to communications, you have a fresh perspective that is probably in line with how your customers perceive your brand. Therefore, think like a shopper first, and then a marketer. What do you like to see in other brands’ social media feeds? What do you like in your personal shopping experience? What pain points do you feel, and how can the marketing team rectify them? - Janice Chou, TrueFacet 11. Trust In Your Creativity Communications is all about being creative and finding ways to get your message to resonate with others. Go with your gut instinct and try things out. Having the confidence and courage to attempt something new and different isn’t always easy, but we all communicate differently, so you have to try. Embrace and trust your inner creativity — that’s what marketing and communications are all about. - Amber Mullaney, QSR Automations Inc. 12. Focus Your Messaging On Your End Goal Whether it’s external or internal, long form or a tweet, every communications strategy should be prepared through the lens of “Who is receiving this?” and “What is my goal?” If you take a minute to learn about your audience and what will add value to their experience with your message, you will be that much closer to your end goal. This thinking scales across your entire career at every level. - Laia Pescetto, Innovid 13. Follow Your Passion Whether you’re a college graduate or a seasoned professional, look for positions in areas you are passionate about. Love the arts? Consider a communications position with a museum or performing arts center. Is there a cause you champion? Look at positions with related nonprofits. Are you an avid sports fan? Consider a sports marketing career. You’ll feel more fulfilled and drive yourself to greater success. - Brandi Wessel, Chaparral Energy
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/01/16/design-and-development-of-tech-for-the-aging-population-let-your-audience-take-part/
Design And Development Of Tech For The Aging Population: Let Your Audience Take Part
Design And Development Of Tech For The Aging Population: Let Your Audience Take Part I have been fascinated by the topic of the aging population for quite some time now, as my husband and I have been caregivers for our parents. Taking care of aging parents is hard -- emotionally and physically. After all, we used to depend on them not so long ago. Out of curiosity, I started studying the elderly population market to learn about global trends and challenges. Did you know that the number of people 60 years of age and over is expected to triple, up from 962 million globally in 2017 to 3.1 billion in 2100? That’s according to the 2017 “World Population Prospects” report by the United Nations. And by 2060, nearly one in four Americans will be 65 years or older, according to the U.S. Census Bureau’s 2017 estimates. Being a tech advocate and marketing professional, I wanted to learn more about what startups are doing for this audience. So, in collaboration with the New England-Israel Business Council (NEIBC), we put together a panel of experts to discuss technologies for the aging population. Speakers included Tim O’Malley, president of EarlySense; Eran Shavelsky, CEO of MedMinder; Yuval Malinsky, CEO of Vigorous Mind; and Raz Evenor, vice president of business development and product of Owlytics Healthcare. Developing Technologies For Seniors By Seniors The panel highlighted various risks and focus points that aging technology companies must consider. For example, I learned from O’Malley that there’s a significant risk of falls in the aging population, while Evenor discussed their aspirations to remain independent. I also learned about various companies that are developing technologies to help the elderly -- from fall detection and health monitoring to smart medicine dispensers and medical alerts. Unfortunately, it seems that many technologies are rarely designed with seniors in mind. Based on seeing my family members struggle to learn new products just so they could stay connected with other family members, I’ve come to believe we should have more technologies designed by seniors, for seniors to meet their specific challenges. To that end, here are my recommendations: 1. Gain insight from seniors. With age, it’s no secret that cognitive skills often decline. It may be harder to remember instructions and even harder to click a button with an unsteady hand. Instead of adapting existing technologies, aging technology companies should invite members of this population to participate in brainstorm sessions and focus groups. Ask about their specific issues and for their insights into what would help. It’s really about giving them solutions to meet specific needs -- not just making the numbers larger on a phone or repositioning sensors for their use. 2. Involve seniors during the design process. Whether it’s an Apple Watch or a Fitbit, these tech innovations are often designed for younger people for health and fitness tracking. I’d suggest that product development teams include the insights of baby boomers, who can provide concrete feedback on ideas for their generation. Given that there are about 73 million baby boomers in America, don’t you think it would be a good idea to leverage their expertise and experience in order to attract them as customers? 3. Leverage platforms they already use. Malinsky predicts the convergence of televisions and computers will turn TVs into hubs of activities for the older population. This makes so much sense to me. Almost every senior knows how to turn on the TV. So why not leverage the platform so they can easily communicate with their doctors and family, play games with their grandkids and stay fit? And why not make it all voice-activated? 4. Deliver clear messaging. Engineers and technocrats tend to love acronyms. They constantly rave about a product’s features and functions and the multiple use cases. In reality, people often buy technology based on benefits and want to know how it’ll help them. A study by AARP and Parks Associates identified nine “healthy living” categories the baby boomer generation, among others, is buying into, and estimates these categories could see a cumulative opportunity amounting to $20 billion in the next five years. My advice to entrepreneurs: Simplify your message, and deliver the one key reason (i.e., benefit) why a senior should buy your solution. For those of us who are tech-savvy, we’ll expect a lot more from companies to help us grow old gracefully, safely and independently. And it sure needs to be more than humanoid robots and nonaesthetic wearables. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
59043831c405e1cee454c0d10aab2a3a
https://www.forbes.com/sites/forbescommunicationscouncil/2019/01/30/seven-effective-ways-to-improve-your-companys-brand/
Seven Effective Ways To Improve Your Company's Brand
Seven Effective Ways To Improve Your Company's Brand Branding is one of the most essential components of a company. Building a brand brings cohesion and a streamlining of your company’s vision and personality across multiple platforms. When done correctly, excellent branding lets both first-time viewers and long-time returning customers know exactly what your company is, does and stands for within just a few glances. Of course, as markets shift, so too should the branding methods companies use. To help gain some perspective on how to choose the right branding strategy, we asked seven members of Forbes Communications Council to share their top ways to improve branding, along with why their method is just so effective. Here's what they said: Members share a few ways you can help improve your organization's brand. Photos courtesy of the individual members. 1. Collect Positive Reviews The most effective way to improve a website's brand is to focus on collecting positive reviews across the web. Reviews are critical to purchasing decisions and act as a general barometer of a brand's reputation. Reviews offer companies an opportunity to literally measure their brand's reputation in the form of a five-star scale. - John Leo Weber, ProjectManager.com 2. Laser-Focus Your Messaging Be laser focused on your messaging. This ensures that your target audience knows who you are, what your mission is, and why and how your company's products or services support that. Tell your story authentically and do so clearly and consistently. - Crystal McFerran, The 20 3. Do Work That Matters The best way to improve a company's brand is through the people and allowing them to do work that matters. As a marketing professional, it pains me to say that marketing can only do so much. Take, for instance, the oft-cited example of Apple. The name mattered, yes. The logo was important. Steve Jobs' proclivity for the elegantly simple and his ability to hone in on the needs of the target audience gave the brand a huge advantage. But without people executing on his "think differently" philosophy, and without great products that resonated with people, it wouldn’t have been where it is today. - Adam Giffi, Alexander Mann Solutions Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify? 4. Try A New Tagline Taglines are important branding tools because they are easy to change without revamping the entire brand. If your brand is strong but a little tired, try a new tagline. A tagline can inspire an entire campaign, it can rally employees and brand ambassadors around your mission and it can work to refine your messaging and refocus your brand positioning. - Mandy Glidewell, CentricsIT 5. Define Your 'Why' The best way to improve your organization’s brand is to get at the “why” behind the work you do each day. Simon Sinek has an excellent TED talk about this concept. Once you’ve clarified it, look at how you message externally and internally. Look at the experiences you create for your customers. Do they reinforce your mission? The best brands are those that consistently deliver value in line with their purpose. - Tyler Sharp, Lendio Read more in Bring 'Promise' To Life To Build A Modern, Authentic Brand 6. Have A Consistent Message Regular and consistent messaging is the best and often the least-utilized method of communicating your brand. The "top-of-mind awareness" inherent within regular messaging makes it easy for your market to remember you when they are ready to research or purchase your product. Instilling your message with your core values and brand message is essential to connecting to your market and building trust before the purchase process begins. - MaryPat Kavanagh, Terahertz Device Corp. 7. Up Your Level Of Service Your brand can be improved or, conversely, damaged by the level of service and support you provide. Delivering quality customer service and support ensures that your customers have the best possible experience using your solution. Measuring customer service quarterly not yearly, with a Net Promoter Score, for example, lets you know how you are doing. The most important aspect of measurement is to act. If your customer service and support fall short, it generally hinders overall success and your brand. - Kay Kienast, True Influence
1001350e88048fd89ca8a8a45b7be0fc
https://www.forbes.com/sites/forbescommunicationscouncil/2019/02/11/how-to-determine-the-right-crm-and-marketing-automation-for-smbs/
How To Determine The Right CRM And Marketing Automation For SMBs
How To Determine The Right CRM And Marketing Automation For SMBs As businesses focus on gathering and using relevant data to gain true insights into their customers' needs and buying habits, adopting customer relationship management software and marketing automation has never been more important. Many small and medium-sized business (SMB) marketers, unfortunately, see these tools as something that they don't need until they scale up. However, sales-focused customer relationship management (CRM) software and marketing automation software aren't just for the large-scale enterprises; they're scalable to offer real-time analytics, automated customer interactions and a better return on marketing investment. At Bottom Line Strategy Group, we work with SMBs to help determine the right CRM and marketing automation platforms to fit their business needs. We work with these companies to identify, evaluate and set up technologies that work right for their businesses to ensure adoption and realization of the benefits of their investments. While CRM and marketing automation technology are often used interchangeably, they actually serve two distinct purposes. CRM software is sales-focused, while marketing automation focuses, unsurprisingly, on marketing. Customer Relationship Manager Customer relationships are key to the growth of your business, so it's imperative that you manage them effectively. CRM technology can help you become more connected to your customers, improve the performance of your business and grow your company. It does so in the following ways: Tracking Sales Efficiency: CRM makes it simple to get the bigger sales, allowing you to track customer interactions and prioritize leads and opportunities that are most likely to convert and close. Recognizing Upsell Opportunities: CRM software provides a simple way to see what products and services are often purchased together. It lets you see all the current opportunities that are a good fit for add-on deals. Keeping Your Customers: It's a common pain point among small and medium-sized businesses: A salesperson leaves the company and takes a portion of their clients with them. By utilizing CRM technology, you can significantly reduce the likelihood of losing customers when you lose a salesperson. Every member of your sales team has immediate access to any customer's complete history, allowing any one of them to quickly answer questions and provide personalized solutions. This creates smoother transitions, building the trust of your customers and encouraging repeat business. What A CRM Can’t Do: A common misconception about CRM products is that you license or purchase them and they are ready to go and work for your business. A CRM is a tool that needs to be configured to properly support your unique business and the needs of your sales teams in order to reap its benefits. Developing relationships with prospects is still the key to acquiring new business; a CRM does not replace this, but it does make relationship building more time-effective by focusing on what matters to the prospect. Marketing Automation Marketing automation is a powerful tool for SMB marketers, helping them maximize efficiency, recognize well-qualified leads and improve overall campaign management. Here are a few ways it can assist: Maximizing Efficiency: Marketing automation software can be used to automate numerous marketing interactions, including blog management, social media publishing, email workflows, content offers and building a contact database. This is essential for small businesses with limited staff. Lead Nurturing: Today's customers often require long-term marketing strategies as they pursue more information about a company's offerings and establish trust with them. With marketing automation, you can retain customer engagement and foster relationships with potential buyers with cross-channel marketing campaigns. Overall Campaign Management: Marketing automation gives you a richer, more detailed picture of potential customer behavior, bringing valuable insight to use for smarter marketing decisions. What Marketing Automation Can't Do: One thing businesses need to keep in mind when licensing a marketing automation solution is that it is the vehicle to deliver campaigns and monitor touch points with prospects; it is not a tool that creates the messaging and value-added content or a replacement for the creative side of marketing. When licensing a marketing automation solution, businesses need to also know they will still invest time and effort in developing their campaigns, but the technology will help them leverage that work more efficiently and effectively. Three Steps To Determine The Right CRM And Automation Tools When it comes to moving your operations to an automation tool, it's important to make sure that you understand both your needs and expectations and the capabilities of the CRM or marketing automation software you're investing in. As an SMB owner or marketer, the last thing you want to do is make a significant investment and then only use a fraction of the features available to you. Here are three steps to get started: 1. Figure out what you need. The first step to implementing CRM software or marketing automation is defining your goals, summing up the marketing activities that you're currently performing and outlining any activities that you want to start doing in the future. 2. Do your research. There are dozens of software tools available, all with their own unique benefits and applications. Once you've figured out what you need from an automation software tool, you can better evaluate your options and decide where your dollars will best be spent. 3. Find a partner. Whether you start your marketing automation journey with free software or a trial, or you dive right in by purchasing a full-version system, it's important to connect with a representative from their team. Let them know what your goals are and what you've done with the software so far, and they can let you know if there's a tool or feature that you're missing out on. The war for customer attention is real. Marketing automation can provide you with the knowledge and tools needed to compete with large-scale enterprises, enabling you to increase sales, improve customer interactions and optimize your marketing return on investment. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
98d50400863d25d7315a9eb5fefadd37
https://www.forbes.com/sites/forbescommunicationscouncil/2019/02/12/five-essential-tips-for-sales-transformation/
Five Essential Tips For Sales Transformation
Five Essential Tips For Sales Transformation Sales transformation is the process of building or updating the sales operation of a business. Sales transformation is an essential part of digital transformation, but I find that it often gets overlooked because of its specialized nature. Many companies don’t realize they need a sales team, don’t have the expertise to build one, and some simply outsource it but don’t know how to vet outsourced sales companies due to the lack of sales experience. But sales transformation is essential to certain industries and companies, such as publishing and media, marketing technology and advertising technology, software, social media platforms, agencies, health care and insurance. I spent six years running the search, content and voice group for two agencies. Knowing what I now know about sales transformation, I can assure you that those agencies would be much more successful if they built and incentivized a sales team. Having a business development group that relies on requests for proposals (RFPs) from brands and consultants to get them into pitches is like waiting for fish swimming upstream to jump into your mouth. What works for bears during salmon mating season is not a sustainable growth strategy for agencies. Some agencies have found success with that model, but it does not scale and can fail during hard times when fish (clients) are scarce. Instead, here are a few tips to help start your sales transformation. 1. Determine Whether To Outsource Or Build In-House The decision to outsource your sales operation or build an in-house team is a big one. This really comes down to your resources and which model is more cost-effective for you. You may choose to outsource sales to a partner for the following reasons: • You need to scale your sales, and building an in-house team is too expensive. • You don’t have experience in building sales teams. • You are launching a new product or entering a new market. • You need to push your internal sales team. Complacency can kill sales teams, and sometimes outside help can remove excuses and reinvigorate your team. 2. Experience Is Priceless Hiring an experienced sales director for your company is priceless because they will help you navigate the process of building an internal sales team or choosing an experienced outsourced partner. If you do this without an experienced sales lead, you may lose money upfront due to the steep learning curve, and then on the back end when you have no sales. 3. Software Leveraging software is essential for building and scaling a successful sales operation. There are two types of tools that are essential to a salesperson’s tool kit: a customer relationship management (CRM) software, like Salesforce, HubSpot or an equivalent; and a sales engagement platform for prospecting, setting meetings and tracking activity that leads up to a sale. (Full disclosure: My company, JumpCrew, is a vendor of both Salesforce and HubSpot.) 4. Training You will need a long-term training solution to make sure that your salespeople learn quickly. Having an enterprise learning platform that is customized for your business will help you scale and grow your sales teams. 5. Optimize The Sales Process It’s important to implement a repeatable sales process. Here are the basic steps: • Prepare: Find information about your potential prospects. Collect social information, emails, phone numbers, etc. • Prospect: Reach out to potential clients to see if they are interested in taking meetings to talk about your product or service. • Qualify: Find out quickly if the prospect is actually the right fit for your product or service. Do they have problems that your product or service solves? If the answer is yes, then set up a pitch. If the answer is no, then let them be on their way. Don’t waste your time or theirs. • Pitch: This is when you put a proposal together and pitch the client a solution that will solve their problems. Pitching is important because you should also use this time to ask more questions in case you have to adjust the final contract. • Close: Closers get prospects to sign contracts and pay. • Collect: I added collections to the process because people sometimes forget that the point of selling is to get paid. If you sell something for a million dollars and never get paid, then it’s not a sale. I would advise that you have a separate collections team. I would also make sure that your pitch team and customer success team introduce your collections team during the first onboarding meeting. This way, the new client knows to expect to be billed and called by the collections team. It also allows you to double-check that you have the right contact information for the billing team. Usually, your main client is not the person who pays the bills. • Check-In: The closer should check in with the client once a quarter to make sure that things are going well and the team is solving their problems. This is important for customer satisfaction and makes it easier to upsell or cross-sell new products and services. It is ultimately more inexpensive for your company to upsell clients and grow organically than it is to bring in net new clients. Make sure that you have your junior salespeople doing the preparing, prospecting and qualifying. Then, have experienced salespeople do the pitching and closing. Once you have this process locked down, you need to build dashboards in your CRM to track performance. Don’t Forget To Optimize Once you’ve taken the five steps above, optimize your process for high qualify and conversion rates, a 100% collection rate, a high upsell rate and a low churn rate. Sales transformation is not easy, but I hope this helps you to get a sense of everything you need to do to build a successful sales team or outsource your sales operations to kick-start your company’s sales transformation. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
1d6a93373495ef2934a75f184aa2e205
https://www.forbes.com/sites/forbescommunicationscouncil/2019/02/25/15-hot-social-media-trends-to-try-out-in-2019/
15 Hot Social Media Trends To Try Out In 2019
15 Hot Social Media Trends To Try Out In 2019 In today’s high-tech business world, marketing is ever-changing. This is especially true of social media, where new platforms and content trends emerge on a seemingly daily basis. Marketing professionals who want to succeed in 2019 should experiment with burgeoning social media movements that will boost engagement with their target audience. We asked a panel of Forbes Communications Council members for their predictions—here are the trends they see coming and their recommendations for taking the best advantage of these opportunities. Members of Forbes Communications Council discuss taking advantage of burgeoning social media movements. Photos courtesy of the individual members. 1. Humanized Brands Instead of “geek speak,” leverage social channels to share personal stories. Demonstrate how your product is helping society in easy-to-understand language. Use employees’ social channels to amplify those stories. Make your brand human, loveable and authentic. - Parna Sarkar-Basu, Brand and Buzz Marketing, LLC. 2. The Rise Of LinkedIn And Other B2B Platforms Speaking as a business-to-business (B2B) marketer, I expect to see Twitter continue to decline in prominence while LinkedIn will continue its ascent as the most critical social media platform. I could also see other platforms that are traditionally consumer-oriented making more and more competitive pushes to grab their share of corporate interest. - Erik Samdahl, Institute for Corporate Productivity i4cp Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 3. Hyper-Targeted Content Chasing the elusive holy grail of “virality” will give way to micro-targeting the right audience—even of one—with your content. Prioritizing a desired action from that custom audience, built on strong inferences about who they are and where they are in the funnel, will be far more important than mere exposure, especially in B2B. - Omar Garriott, salesforce.com 4. Reliance On Accurate And Actionable Data As opportunities for artificial intelligence increase, more accurate and more actionable data will also be increasingly necessary. Consumers will expect that their favorite brands know who they are, what they want and where they are in the buying cycle. Email and messaging will especially need to feel entirely personalized, which is possible through AI, but not without excellent data about each lead or customer. - Amanda Hinski, Frost Valley YMCA 5. Real-Time Customer Interactions To have a sound one-to-one marketing program, marketers have to react in real time. If I tweet that I’m looking for flights right now and an airline shares an offer with me tomorrow, it’s too late. Consumers want and expect brands to provide useful information at the time when they need it.  Marketers need to find advertising solutions with real-time offerings in order to have success. - Mandy Melby, Boulder Heavy Industries 6. Increased Social Media Advertising Regulations I believe there will be more regulations applied to social media advertising than in years past. Social is now a way of life for marketers, as we all know, and given influencers’ compensation by manufacturers to get product endorsements, I believe the FTC and consumers will catch on eventually. Much like the prescription world, money paid to achieve sales goals will be highlighted in 2019. - Jill McGonigle, Crown Laboratories, Inc. 7. Interactive Quizzes Social will move from one-way to two-way conversations. Brands will start implementing social experiences that consumers can engage with digitally. Interactive quizzes are a perfect example of this because they enable consumers to answer a series of fun questions and then receive personalized product and service recommendations based on their answers. Why survey consumers when you can quiz them? - Keith Bendes, Float Hybrid 8. Blending Of Organic And Paid Social Efforts Social media platforms are increasingly scrutinizing their advertising revenue models. In 2019, we will see the increased blending of organic and paid content as platforms seek to balance quarterly financial goals with user adoption goals. To succeed, marketers must balance between organic and paid content and understand the role each plays in a positive return on investment strategy. - Julia Li, Scalable Press 9. Greater Leveraging Of Social Listening Platforms For Sales Social listening and monitoring will lead to more real-time sales opportunities in 2019. Movement towards a unified view of customers, coupled with integrated social listening platforms, will open the door for new ways to engage and sell on social. B2B will see real-time targeted solution selling. Business-to-consumer (B2C) will place emphasis back on relationships and experiment with diverse posting options. - Jen Street, PetroChoice - Lubrication Solutions 10. Brand Loyalty Campaigns Businesses will be strengthening brand loyalty with greater intelligence gathering and interaction tools. Companies increasingly will augment brand loyalty ad campaigns via social media platforms. They will incorporate voice assistants, AI and natural language processing (NLP) to optimize search and research information, as well as engage with customers. - Alex Goryachev, Cisco 11. Transparency In Data Sharing In 2018, there was a real focus on data privacy across social media. Going into 2019, social platforms will likely become more transparent about how user data is leveraged for marketing/analysis and shared with third parties. It may be that some platforms will offer paid memberships where member data is not shared. This would potentially give consumers more choice and control over their data. - Tom Wozniak, OPTIZMO Technologies, LLC 12. Vertical Video Media outlets are drastically capitalizing upon the positioning of social outlets’ move toward vertical video. People will soon be consuming a majority of their content through vertical video on their phone. While planning media, keep this in mind while framing your content strategy, so it can be used optimally in vertical and horizontal platforms. Don’t neglect it. - Nicholas Putz, Quintessa Aesthetic Centers 13. Podcasts And Audio Content In today’s hectic world we rarely do one thing at a time. Podcasts and audio fit very well with routine activities like commuting, driving, walking and so on. Audio is more personalized as it engages listeners at a deeper level compared with other types of content. Audio is also getting more searchable. Popular engines help us find audio in the same way we find texts or images. - Svetlana Stavreva, IBM 14. B2B Livestreaming B2B livestreaming allows viewers to watch a live video in real time while giving them the opportunity to comment or react for further engagement. B2B marketers should incorporate livestreaming into their social media mix because it permits a company to be more authentic and personable. And if the video doesn’t feel overly scripted, that makes it even more real. Gritty over glitzy is good! - Mike Neumeier, Arketi Group 15. Powerful Stories Through Entertainment Media Brand storytelling is unchanging in ways, but its influence will expand in 2019 through movie and TV streaming services. Netflix’s recent release of Birdbox and the ensuing “Birdbox Challenge” has influenced an entire social media movement. Brand recognition will grow alongside your ability to do two important things: create a powerful message and deliver it through a powerful story. - Jeff Grover, Best Company
c467a5b3e4af20ae37e7350b4875e298
https://www.forbes.com/sites/forbescommunicationscouncil/2019/03/04/5-solid-web-design-tips-for-drawing-in-clients/?sh=3c15da175c5b
5 Solid Web-Design Tips For Drawing In Clients
5 Solid Web-Design Tips For Drawing In Clients Creating a quality website might seem easy, especially with all the platforms available today. You can use a template for guidance and then publish what you think is most important to your brand in some very fun ways. But with all the bells and whistles out there, however, it's easy for business owners to lose sight of the reason for their site in the first place: to attract and inform potential customers. Your customers and clients are the roots of your business, and neglecting their needs when designing your site can be detrimental — and different audiences look for different things. Below, five members of Forbes Communications Council shared some fundamental web design tips that will help you draw in, and keep, new clients. Here's what they said: Members share a few design tips to help strengthen your website's design. Photos courtesy of the individual members. 1. Create Interesting Copy Copy is the key and the foundation to great web design because that’s what creates the first impression. The audience will notice the first header and paragraph before anything else, absorbing the structure, layout and flow. Grab your reader with enticing content, and the rest should naturally follow. - Maria Juan, Peerfit 2. Get The Basic Elements Right A website requires a few elements to be successful. It should always have a clear copy that shows what your company offers. What's the value proposition? What distinguishes you from competitors? You’ll also want to include links and downloads to relevant content to offer value and encourage continuous engagement. Add a navigation menu with clear calls to action, which will allow clients and potential prospects to easily acquire the content they are seeking. Last but not least, the website should have a consistent brand look and feel throughout. - Anna Maria Lee, CultureIQ Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 3. Provide Educational Content Make your website an easy-to-use library of educational content. The more you demonstrate your expertise, the more your audience will come to you for help. Build a beautiful, searchable website that is filled with case studies, best practices and thought-provoking considerations to optimize decision making. Create content using different formats — eBooks, infographics, videos and more. Promote your content, and let your expertise shine through your website. - Leela Gill, Direct Commerce 4. Focus On Your Users’ Needs It all boils down to the user experience. Many people think about search engine optimization and what styles are popular right now (think the parallax scrolling phase) when developing websites. What drives optimization factors is often, "What will get me ranking on Google?" but at the core of that is a focus on what users want and need. Are you a creator of custom products? Have an easy form for your customers to request a quote. Are you a doctor? Make it easier for patients to find availability and service offerings. Think about your users! - Mary Silva, Riephoff Sawmill Read more in Answering Consumers' Needs Without Relying On Third-Party Data 5. Take Your Visitors On A Journey Visiting a website is an experience and should be treated that way. Guide your visitors on a journey they want to take by making it simple to follow your calls to action with intuitive design elements. Think directional icons and buttons, and images that tell your story. Keep a copy to a minimum, optimize for mobile and have a content flow that demonstrates your understanding of their needs. - Kathleen Hertzog, Canton & Company
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/03/07/finding-the-sweet-spot-with-traditional-and-digital-marketing/?sh=7da4d2198129
Finding The Sweet Spot With Traditional And Digital Marketing
Finding The Sweet Spot With Traditional And Digital Marketing Grab the nearest electronic device and all the information you’ll ever need about nearly any product or service can be at your fingertips within seconds. According to one survey, today, about half of e-commerce traffic comes from mobile users, and 56% of online shoppers will pull up consumer reviews before they buy. What that tells us is that convenience is a big deal for consumers. Today, only a small percentage of people don’t use the internet at all. That’s great news for digital marketers, but it also begs two very important questions: 1. Does traditional marketing still have a place in consumerism? 2. Does it make sense to put all your budgeting dollars into digital marketing? What hasn’t changed is that marketers still have to find that sweet spot between their marketing budgets and an attractive rate of conversion. Understanding the battle between traditional marketing and digital marketing is extremely valuable in setting your budget to net the best return on investment. What Is Traditional Marketing? When leafing through your favorite magazine, you’re bound to be struck by a flashy ad, and you might occasionally find yourself chuckling over a silly television commercial. These types of ads, along with direct mail postcards, telemarketing and outdoor advertising still grab our attention. The hype over the Super Bowl commercials tells us that traditional marketing still works. But at what cost? Traditional marketing requires lots of repetition and consistency. Over time, that can cost a lot of money. The budget is especially concerning considering that traditional marketing only semi-targets an audience. Surveys are one method of finding out what drives customers’ attitudes and behaviors, but they can also be misleading because customers may respond in ways that don’t accurately reflect their buying habits. How Digital Marketing Solves These Concerns One of the major advantages of digital marketing over traditional marketing is that the analytics give marketers a behind-the-scenes look at what customers are thinking and how that translates to what they look for on the web and how they navigate websites. Digital marketing efforts connect with customers across multiple channels, which can be seen by marketers as having less risk than traditional marketing. Digital marketing efforts also take advantage of inbound marketing -- the customer comes to your door. Understanding the path of your customers’ buying behaviors helps you to solve their issues faster, allows for better interaction and can ultimately help you to build authority in your niche market. For me, dashboard analytics allow me to trace my customers’ behavior in real time so that I can measure results quickly. These results provide me with infinite ways to tweak my strategies. Furthermore, with digital marketing, you can create ads that are interactive, customized to the user, geographically targeted and more likely to be seen by the desired audience -- areas traditional marketing falls short. Transitioning To Digital To Match Consumers’ Habits In my research to learn more about how to stretch my own marketing dollars, I ran across these statistics: • Just over 60% of people check their Facebook page at least once a day. • According to Shopify, 66% of the company’s Black Friday and Cyber Monday sales were made using mobile phones. • Ninety-seven percent of business-to-business (B2B) marketers favor LinkedIn for marketing. • Marketers plan to spend more on digital than non-digital in the next five years. What I’ve learned is that the best strategy for me is to invest most of my marketing dollars in digital marketing while leaving a bit of room for effective traditional marketing strategies. Combining Traditional Marketing And Targeted Digital Strategies A traditional print ad can cost hundreds or even thousands of dollars, which doesn’t give much exposure opportunity for your marketing budget. When I compare that with the cost of Google display ads, for which I get charged per click rather than per impression, I’m reaching some of my target customers at zero cost. The reasons for the popularity of digital marketing are valid. It is a more effective strategy for targeting and segmenting a customer base. I’m not ready to kick traditional marketing to the curb completely, however. Billboard ads are still an effective way to reach commuters and vacationers who are more focused on the road than their mobile phones. And as long as the Super Bowl continues to air, there will be lots of banter over the best commercials. In some industries, depending on the buyer personas, traditional marketing is a must. When I was working in home care, I used traditional marketing, such as print flyers with information about home care services. Why? Because my buyer personas were seniors and baby boomers -- people who often still relied on print material. In my opinion, the amount of your budget that should be assigned to traditional marketing depends on the industry in which you are working and how your buyer personas behave. My philosophy on the debate over traditional versus digital marketing is that digital marketing gives me the best exposure for my marketing dollars, so that’s where I’ll continue to invest the largest percentage of my budget. I’ll also leave a little room in my budget for some traditional marketing strategies, just as I leave a bit of room for dessert. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
5b151db77a2e1625a3514b01aae1eb7a
https://www.forbes.com/sites/forbescommunicationscouncil/2019/03/11/getting-to-batman-reaching-the-appropriate-buyer-in-the-sales-process/
Getting To Batman: Reaching The Appropriate 'Buyer' In The Sales Process
Getting To Batman: Reaching The Appropriate 'Buyer' In The Sales Process In our company, we deal with smart buyers who are alarmingly and charmingly disarming, meaning they are just so nice, you tend to forget how brilliant they are. It can catch our salespeople off guard. It catches me off guard. But some interpersonal dynamics still apply. I was talking with our CEO the other day, and we touched on the idea that maybe we should double down on ruthless qualification using a methodology like target account selling. He then succinctly said that the only real challenge we face is getting to the money. It is true. People really like our product, but some of our larger and smaller customers have trouble figuring out who is on first and who might pay for a solution like ours. This is pretty normal for a new category. My head started spinning. How could we illustrate a way to think about our everyday challenge in marketing and sales that everyone would get? I don’t know why I went there, but I turned to DC Comics. You’ve Gotta Get To Batman Marketing produces leads and rarely, if ever, do you get a Batman lead. Most leads are for Cat Woman. Like the comic, this person is wicked smart. They might be responsible for looking into the market to figure out what the company should be considering next. Cat Woman is in the influencer role; this could be anyone from an up-and-coming manager to a senior corner office executive in an innovation role. The issue with this role is that this person often has their own agenda. You never quite know what side they’re on. You really do have to win Cat Woman over to get to the next level of the organization. If you are really lucky, your first meeting is with a boy wonder (Robin). Robin is the technical buyer. He is not the economic buyer, but he is a buyer. He is cautious. He is still making his career. He doesn’t generally have the budget to push something new and innovative over the top on his own. He just ain’t Bruce Wayne. The task is to get to Robin and really show him the value of what you offer to help him make the case. If it is cut and dried, he’ll take you to Batman, the economic buyer -- generally a senior or executive vice president in larger companies, and the natural sponsor for the type of solution you are selling. This is a fast-path sale. If you don’t get to Batman or Batman isn’t convinced, you aren’t making a sale. Period. If Batman has to take off his cape and convince the board of Wayne Enterprises (the C-suite) to buy your solution because it is so darn expensive, you have the same chance of winning as finding the Batcave. Again, if you haven’t met and convinced Batman, either through Robin or on your own, you aren’t making a sale. The converse is also true. If you get to Batman, but there is no Robin persona in the picture and Batman doesn’t know how to anoint a Robin, then no sale. To underscore the point -- no Dynamic Duo, no sale. Navigating The Complexity Of The Buyer Landscape This symbiosis between the economic buyer and the technical buyer personas in an enterprise sale makes a ton of sense when you think about it. Generally speaking, an innovator, an up-and-comer, gets alerted to or finds innovations. The technical buyer is looking to make a name for himself or herself and to use an innovation in an operational role they lead to advance the company. Typically, these finds are bold and either cost more than the technical buyer has budgeted for or cut against a well-established grain in the company. This is where the economic buyer comes in to facilitate or sponsor the change. Like in the comic, you may accidentally undervalue the technical buyer (Robin), but this is at your peril. The technical buyer, again, is a bold one. The issue is, he doesn’t fully own the purse strings and needs support to make a call. When you think about any big decision you’ve ever made in your career as a technical buyer, you likely needed an economic buyer backing you up -- somebody who has your back, somebody who is signing up for the risk with you. The conversation that prompted this idea and the subsequent analogy came up in the context of discussing what approach our company should be taking with regard to business development. Perhaps the dominant school of thought is that the marketing demand generation function, combined with a smiling-and-dialing or smiling-and-messaging business development representative (BDR), gets you to an influencer (Cat Woman). If your reps have the time, patience and skill to navigate from the influencer to the technical buyer through dark alleys and some misdirection, this strategy could work for your company. If this isn’t the case, you are going to have to have high-powered BDRs that pre-navigate the organization to set first meetings, at a minimum, with a technical buyer. You already know what your organization looks like. You just have to be willing to call it. You likely won’t be successful if your sales team doesn’t know what to do with an appointment with Cat Woman or doesn’t want to, or is unwilling to, do the leg work to find Robin. Pow -- I have now beaten this analogy to death, but I hope the drama of Batman drives the point home. Work every day with Robin, but you know you are going to win when Robin takes you to Batman. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/03/12/four-key-factors-for-the-future-of-marketing/
Four Key Factors For The Future Of Marketing
Four Key Factors For The Future Of Marketing When we think about the future of marketing, people’s imaginations may reflect the scene in Minority Report with holograms or expect a discussion on virtual reality and digitally immersive experiences. The truth is, the future of marketing is going to be radically different, but likely not in the ways you’ve expected. Here are four factors shaping the near future of marketing that you may have missed. 1. Customer Experience My company, Salesforce, released the “State of the Connected Customer” report in 2018, for which we surveyed 6,700 consumers and business buyers around the world. The report found that 80% of customers say the experience a company provides is as important as its products and services. It’s no surprise that marketing must create compelling customer experiences, and many of us may take this as validation of our hologram ideas. Yet, that’s not what this data point reflects. Brands must shift to see customer experiences as the sum of all interactions with a person across marketing, commerce, service and support. Without the entire experience being managed, it will be disjointed, and revenue can suffer. Why is this the marketing team’s job? Simple -- this is the department responsible for branding, and your “brand” is now the sum of all experiences a company creates, not what a company portrays through messaging. According to Salesforce’s 2018 “State of Marketing” report, which surveyed 4,100 marketing leaders, high-performing marketing organizations were found to be 9.7 times more likely to be leading the customer experience across their respective businesses. This contributed to more overall satisfaction with their overall marketing performance compared to competitors. Your marketing team must become the owner and sustainer of the entire customer experience. 2. Artificial Intelligence According to a prediction by Gartner, by 2020, virtual customer assistants will handle a quarter of all customer service operations. The shift to a mobile-first customer was a big deal, and now we have to evolve to a newer idea: the curated customer. “Curated” means everything a person sees or does is chosen for them by artificial intelligence (AI) each and every moment they interact with a brand. Just follow any customer journey to see what I mean when I talk about the curated customer. People use Google, an AI-driven search engine, which leads them to websites with offers dynamically generated by AI. Social feeds are controlled by AI. AI even manages brand communications, determining when and on what channel to send messaging -- even the correct copy to use. Email inboxes use AI to sort out spam. Products use AI to provide predictive support. And let’s not forget about chatbots and other digital assistants. In the future, there may always be AI between you and your customer. 3. Chatbots Consumers exchange 8 billion messages per day with brands on Facebook Messenger, as reported by VentureBeat. Email has long been the dominant brand communication channel, but consumers are now trending toward conversational mediums, such as text messaging (SMS) and messenger apps, as chatbots become a serious marketing channel. Chatbots are already a top lead generation source for some business-to-business brands. Chatbots are also found helpful by all consumers, not just the younger ones. In “The 2018 State of Chatbots Report,” it was found that baby boomers actually believe chatbots to be more helpful for 24-hour service than millennials, and almost half of baby boomers agree bots create good customer experiences. It’s not just about more channels in the future; it’s about making sure you can have a real-time conversation with your customers, and on their terms. (Full disclosure: Salesforce has partnerships with Google and Facebook,) 4. Data, Data, Data In the aforementioned “State of Marketing Report,” we found that the average business currently uses 15 data sources to run its marketing programs. This is a 50% increase from just two years ago. If this growth continues, by 2025, the average brand would be using an astounding 45 data sources. Data, like oil, must be refined. With dozens of data sources at marketers’ fingertips, they will have to rely more on advanced AI to sort through all the data and connect disparate data sets together to enable the real-time experiences customers demand. If data is the modern marketers’ oil, AI is the refinery. We once thought flying cars would transport us by the year 2000, but almost 20 years later, we’re still on four wheels. Sure, holograms, virtual reality and augmented reality will play roles in future customer experience efforts, but it’s more likely that you’ll see a greater impact to your bottom line by simply allowing marketing to manage the entire customer experience. Heightening these efforts will likely result in a massive amount of data, prompting brands to adopt AI to connect and leverage the insights and deliver personalized customer experiences. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/04/17/what-an-orange-square-reveals-to-us-about-marketing-to-millennials/
What An Orange Square Reveals To Us About Marketing To Millennials
What An Orange Square Reveals To Us About Marketing To Millennials The millennial generation is expected to take over as America’s largest generation, according to recent data. Eyes may roll and groans are often heard billowing down the halls of corporate America when this generation is mentioned -- as they are often stereotyped as t-shirt wearing, entitled, late to work and technology obsessed. Yet, writing off millennials and failing to take the time to understand the inner workings of their brains could be the most devastating decision a marketer can make. With more than 73 million in their ranks, I believe the millennial generation is transforming the way in which brands must position themselves in order to remain relevant. The Orange Tile To prove this idea, in December 2016, dozens of famous Instagram influencers posted an orange tile with the hashtag #FyreFestival. Instagram users went berserk. Weeks earlier, these same supermodels posted envy-invoking photos of their extravagant Bahamas vacation, complete with yachts, private jets and swimming with pigs. This ingenious, arguably deceptive, marketing initiative sent followers on a quest to see how they too could bask in the splendor and luxury that was to be the Fyre Festival. Many twenty-somethings were dropping upwards of a whopping $100,000 for a chance at this pipe dream. While the event was a complete bust, the orange square represents an undeniable truth: Marketers must approach the consumers of today -- many of whom are millennials -- in a different way. Creating a desire amongst consumers for something they do not yet have is nothing new. It’s the classic “keeping up with the Joneses” technique: If someone feels that their neighbor is superior for utilizing a certain product, that consumer will likely jump on the bandwagon. I believe the orange tiles and luxurious pictures ignited this same type of desire for the Fyre Festival. Apple embraced this with its clever "Get A Mac" campaign in the late 2000s. Apple knew that if it could create the idea in PC users’ minds that PCs were inferior, eventually people would switch. The college student didn’t want to be the one carrying around a plastic-encased PC with a chunky charger when their peers had sleek, elegant, metal-framed Macs. Consumers did not want to miss out on a better quality of life. FOMO Is Real You have likely heard the term “FOMO,” or fear of missing out. Imagine arriving at the office on Monday morning and your co-workers are huddled around, joyfully reminiscing about Saturday night. You were not invited. Ouch! You’re immediately hurt you weren’t invited and sad you missed out, possibly even overcome with self-doubt. FOMO is about what is unfolding now or in the immediate future. With social media, we know we are missing out on something as it unfolds. We no longer have to wait until Monday morning at the office to find out what we missed over the weekend. We can be sitting at home, watching our friends have the time of their lives as it happens. I see this drive today’s younger, technology-based consumers up a wall. Many are used to having everything instantly granted to them with the click of a button. Think about it. From on-demand streaming to same-day delivery to food delivery services, consumers are under the impression they can get what they want when they want. So, what if they cannot get what they want when they want it? This is FOMO. As marketers, we can employ new tactics to age-old strategies to address it in the following ways: 1. Exclusivity From private jets to luxurious parties, it looks like we are headed right back into the Roaring Twenties. Give your millennial consumers something that allows them to tout their status. From the heavy metal American Express cards to the coveted verified badge on Instagram and Twitter, there are plenty of ways to make your customers feel special. Consider your product or service. What unique spin can you add to your story that makes your consumers feel like they have the exclusive, inside scoop that they’ll want to show off to their friends? Consider invite-only events, exclusive access to upcoming products or unique identifiers to showcases that your consumer is an early adopter or product tester. 2. Picture Perfect The age of social media has brought around excessive photo-taking and has turned ordinarily un-artsy people into impressive amateur photographers. I find that many millennial consumers want something they can share with the world to show off their lives. Campaigns that surprise and delight can be a great way to get your consumers to enhance your marketing efforts by snapping a photo. For example, Delta Air Lines sent me a pair of socks as a thank you for my loyalty. It showed me my exclusivity and the design was photo-worthy. 3. Experiential I find that millennials and many consumers of today are big on experiences. They often want an experience that is both exclusive and picture perfect. When trying to create an experience, you must ask yourself if it is worth sharing. While a private wine-tasting tour through Bordeaux, France for your top customers would certainly be exclusive and picture-perfect, something as simple as Chick-fil-A teaching its employees to say “my pleasure” can elevate the consumer’s experience to one that is out of the ordinary for the industry and worth sharing. 4. In The Know Much like exclusivity, your consumers want to be in the know. Today’s social media users can become captivated by major influencers online as if they were personal friends. When an influencer breaks the news about something epic about to unfold, followers may take that information and run with it. Finding key individuals to be the first to “break” your story can accelerate spreading your message. Consider the best timing based on when your consumers are most likely to be glued to their phones and ready to reshare this exclusive breaking news, event or new product. These four tips can give you the ability to create an orange square phenomenon, encouraging your millennial consumers to latch onto your brand and become your biggest ambassadors. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/05/06/three-reasons-you-should-add-podcasting-to-your-marketing-strategy/
Three Reasons You Should Add Podcasting To Your Marketing Strategy
Three Reasons You Should Add Podcasting To Your Marketing Strategy In our fast-paced society, where multitasking and convenience are key, podcasts have become the “it” thing. You can take in information and expertise, as well as be entertained, all while on the go. Unlike reading or watching a video, you can listen to a podcast while running, driving, walking the dog or any number of opportunities, thanks to earbuds and your smartphone. Consider this: Sixty million homes are podcast listeners, and an estimated 48 million people in the United States listen to podcasts weekly. Of those who are tuning in, they listen to an average of seven podcasts per week. What’s the forecast for podcasts? There are no signs of this trend reversing or slowing down. In fact, I am sure many of you listen to podcasts on a personal or professional level. But, have you considered adding a podcast to your marketing strategy? We all know and use traditional ways of sharing content -- blogging, e-books, newsletters and so on. But I believe there is something more personable about a podcast -- it’s conversational. Here are three reasons why adding a podcast to your marketing can be beneficial: 1. Gain search engine optimization (SEO) and domain authority. Beyond the actual podcast itself, how can you use these discussions to develop new content? Our team created a blog that is solely for our podcast, separate from our regular blog. This gives us an ideal way to distribute the podcast to subscribers and allows us to share show notes of the conversations, complete with links to the guest’s bio, products or books that the guest mentions or has written, your blogs or other podcast episodes that relate to the newest episode and articles that you might have referenced. Did someone say “backlinks”? This is where it’s at! Can I also say “keywords”? Who doesn’t want another way to share their content online? Next steps for our team is to look at creating social media and maybe even some videos for our podcast. There are many options for where to deliver your podcast. We selected SoundCloud as the audio host for our “Quality Talk” podcast and listeners can also find it via iTunes. There are other popular hosting services out there, but for us, this platform seemed the most intuitive and user-friendly to get up and running with a minimal learning curve. Also, streaming on iTunes simply seemed like a no-brainer. 2. Showcase your organization as a thought leader. You can walk the walk, but can you talk about it? What better way to show that you really are the expert in your industry than by having rich conversations with major leaders in the field. This is actually a two-for-one deal. Associations and other industry leaders will likely love to get their name out there just as much as you do. We have had high-level guests from some of the top associations in our field. Not only does that show that we run with the big dogs, but think of the backlinks and online engagements it creates. Another thing to think about is the relationships you make with your guests and listeners. People often buy from people they trust, and you are building trust through your expert-level discussions. 3. Generate a whole new audience as leads. For any of us in communications, we know that everyone engages with information in different ways, and it’s our job to find the adequate balance of mediums to share that information. What we have found from our podcast is that we are growing a completely different audience than the ones we have for our blog or newsletter subscriptions. Don’t miss an opportunity to be heard by completely new ears -- and new markets. The show notes subscription option, by the way, is available only on our website. The show notes are not available on SoundCloud or iTunes. Listeners don’t always want access to those links and show note details, but when they do, you can direct them to your website for show notes and a plethora of other treasures. Ready, Set … Go? You may be asking yourself, “Where do we even start?” It truly isn’t as scary as it seems; you just have to start somewhere. Another great point: You can start with little-to-no investment. We started with less than a couple hundred dollars for our podcast and built from there, getting off the ground with a simple mixer-recorder that connected to a smartphone. As we got our podcasting legs under us and grew our audience, we upgraded to better recording equipment. Are you eager to hit “record”? The main thing to be prepared for -- as with any marketing platform -- is consistency. Be ready to keep the podcast continually going and embrace the opportunities to learn along the way as you make mistakes and refine your process. This is what James Clear calls, “the power of imperfect starts.” There are endless resources you can find online to guide you through how to start a podcast and how to distribute to subscribers on your website. Keep in mind that this medium is still new enough that you’ll be creating your own how-to manual along the way with valuable nuggets of advice from those already podcasting. As with any other content strategy, you need to determine what you want to talk about. In addition to guests who are movers and shakers in the health care industry, “Quality Talk” also features guests who have fascinating health care-related stories. And if the guest also has a large social media following, well, all the better. After all, we’re building our brand, too. Now, get to talking. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
86c2f220a84cd36f37f40fb3ab2df65f
https://www.forbes.com/sites/forbescommunicationscouncil/2019/05/10/seven-tips-for-creating-personalized-ad-campaigns-without-being-invasive/
Seven Tips For Creating Personalized Ad Campaigns Without Being Invasive
Seven Tips For Creating Personalized Ad Campaigns Without Being Invasive It feels like we can’t go anywhere or do anything online these days without seeing an ad for something we recently searched or read about. While such targeted marketing can be helpful, to many consumers it comes across as intrusive and even rather creepy. Fortunately, there are ways for marketers to gather data without being invasive, and this data can be used in a way that actually helps the consumer make the decision to purchase your product. If you aren’t sure where to start, follow the words of advice from these seven Forbes Communications Council members to successfully create personalized ad campaigns. Members of Forbes Communications Council members offer advice for successfully creating personalized ad campaigns that don't feel intrusive to consumers. Photos courtesy of the individual members. 1. Set A Limit On Retargets Retargeting is fine if finessed, but don’t take it overboard. It’s one thing to look up an item and have it pop up a few times as a reminder, but it gets creepy when that item stalks a consumer on every channel. At that point, retargeting can backfire. One tip: Cap how many ads a prospect sees: Two or three ads a day is just right. A set-it-and-forget-it retargeting strategy is a losing one. - Marija Zivanovic-Smith, NCR Corporation 2. Don’t Dig Into Invasive Details When using data to personalize your messaging, use the info for which there are obvious reasons why you would know it. The goal is to prove you’re not wasting their time, not that you’re Big Brother. This can be their first name, targeting the message to be specifically about their region or their type of business, etc. What you don’t want to do is use irrelevant or invasive details, like where they went to school. - Adam Giffi, Alexander Mann Solutions Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 3. Give Them The ‘Why’ And The ‘How’ Tell your target audience why you’re giving them specific content. Be clear that because they took X action, you’re giving them Y offer. Let them in on how you’re using the information they are providing by being a user. Even though you may be using thousands of data points from thousands of clients to provide customized content, the audience may feel like you only know theirs. - Heidi Baumgart, Event Source 4. Use Interactive Widgets And Quizzes Consumers love personalization, but they also want to feel in control. To achieve this, use an interactive widget or quiz where consumers can choose to input certain data about themselves. The popularity of Buzzfeed alone is proof of how much people enjoy these quizzes. At the end, you can offer personalized recommendations based on their answers without making them question your methods. - Erin McCoy, Killer Infographics 5. Be Inviting, Not Creepy Data is the new big thing, and when it’s used to engage with customers, personalization must be inviting. Firms that acknowledge the tradeoffs of holding consumers’ privacy in exchange for personalized recommendations and a smoother user experience will ultimately earn customers’ trust. Only campaigns that fail to solve a problem or to genuinely delight the customer are negatively perceived as creepy. - Martin Haering, Finastra 6. Take A Pavlovian Approach Collected data turns from suspicious to auspicious when the information is deployed to reward a customer for a certain type of behavior—whether it’s purchasing a product or engaging in a particular way on your site. Send a promo code for a related item or offer a recommendation to enhance the user experience. Armed with data, create highly personal benefits that bring added value to a customer. - Melissa Kandel, little word studio 7. Personalize For Timing, Not How A Prospect Takes Their Eggs The art of personalization is timing. Buyers ask different questions based on where they are in their buying journey, such as, “Do we have a problem? What’s the scope of the problem? How do vendors compare?” Using AI, savvy marketers can “predict timing” (where a buyer is in the journey) and serve up content that addresses what prospects want to know most. This approach builds trust versus restraining orders. - Latane Conant, 6sense
472969eb0b74770a1104dae29ab8ff03
https://www.forbes.com/sites/forbescommunicationscouncil/2019/05/22/how-body-language-can-impact-your-business-success/
How Body Language Can Impact Your Business Success
How Body Language Can Impact Your Business Success They say that body language is more than 50% of communication. While that number jumps around a bit, we do know that gestures and overall mannerisms have an immense effect when interacting with an individual -- or a crowd. The world of business is no different. As a matter of fact, this environment is an arena of unspoken language. Often, it’s what isn’t said that is heard the loudest. From pitches to board meetings, your body language illustrates your confidence, your commitment and your intentions more than you may realize. But this language can also negatively affect your communication. Think about all of the times you’ve witnessed someone checking their cell phone during a meeting or continuously looking at the clock. Inattentiveness is difficult to describe but easy to spot. It’s a harsh habit, especially with the crowded digital world we live in. Checking your phone or looking at your laptop is seemingly harmless, but it can convey an entire array of potentially damaging outcomes. The truth is that body language is either working with you or against you -- there’s not a lot of room in between. So, what type of body language can actually help? Well, there have been numerous studies regarding nonverbal communication. This research has found a myriad of conclusions regarding what type of body language best illustrates a point, shows confidence and assists in explaining a topic that isn’t easily understood. Some of this research specifically pertains to business environments, like pitches, and can explain how certain body language can add to your business communication. There are several tactics I find most important. Gestures Matter We see it all the time. From president’s knuckle-pointing mannerisms to presenters flailing their arms about when they get excited about a topic, gestures have found their way into every facet of professional communication. There is an interesting balance when it comes to gestures. If there is too little movement, the speaker may appear dry, stiff or possibly nervous. If there is too much movement, the speaker could appear spastic and unreliable. However, gestures are more than just shaking your fists. They can be used to help illustrate a point, such as emphasizing growing metrics by sweeping your hand upward. They can be used to divert attention toward a screen to help connect an audience with a point of interest. No matter what, they are consumed by your audience in some way, shape or form. Just like with any form of planned communication, gestures can be practiced. Even if you’re not rehearsing a presentation or a speech, practicing how you use different gestures can make them appear more natural and fluid with your verbal communication. Is there such a thing as too many gestures? Sure. But I find that it rarely happens. Too many gestures may be due to over-rehearsing or nervousness. This usually looks like pantomiming and can certainly distract from the anecdote you are trying to tell. If you want to get the most out of gesturing, stick to one or two points you really want to drive home with a gesture that makes sense. Show Attentiveness Meetings are typically two-way streets. That means you have to be mindful of your body language when you’re speaking and when you’re being spoken to. Yes, you want to look like you’re listening. To appear interested while working to retain the information, consider these body language tips: • Turn your head and torso toward who is speaking. • Make eye contact. • Lean forward. • Nod or tilt your head to acknowledge a point being made. I find that mirroring body language is another way to show attentiveness or agreeance. This helps foster mutuality. Take note of the speaker’s body gestures or facial expressions, and ease your way into mirroring. Keep it subtle; you don’t want it to appear unnatural. Limiting guarded or defensive body language can also show attentiveness and mutuality. Uncrossing your arms or legs helps open up the conversation, quite literally, and it’s often recommended in order to be able to absorb more of the information. Find Ways To Connect Successful communication is all about connecting. There are a lot of ways you can bridge the gap with your listeners nonverbally, and some tips are more obvious than others. • Handshakes are a business tradition. While it may seem like an ancient practice, it has its reasoning. Physical touch is a way to make a human bond. In a world that is dominated by technology, I find that this effect is exponentiated. It’s a proven way to make a lasting impression and create a connection. • Remove unnecessary barriers. This can be anything from what is on your desk or conference room table to how high you hold your coffee mug. In my experience, removing these barriers can help exude openness and foster a successful environment. Last But Not Least: Smile A smile goes a long way. Facial expressions can trigger the feelings they represent. A smile can affect how those around you respond or react to what you are saying. Not only can it make you seem more approachable, but it creates an air of positivity around you. Just like with any form of nonverbal communication, it needs to be genuine. Believe it or not, there is actually a science behind a natural smile. It comes on gradually, slightly crinkles the face and leaves as slowly as it came. Being mindful of your body language is an important life skill. Not only will it help you in your social life, but it can also have a dramatic impact on your business accruement. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
64fa3829a1b3c6d685031d446cb54117
https://www.forbes.com/sites/forbescommunicationscouncil/2019/05/29/disruption-duality-the-promise-and-peril-of-scale/
Disruption Duality: The Promise And Peril Of Scale
Disruption Duality: The Promise And Peril Of Scale “It was the best of times, it was the worst of times.” This may be an iconic quote from Charles Dickens’ A Tale of Two Cities, but it could well be taken from today’s business headlines. On the one hand, FAANGs (Facebook, Apple, Amazon, Netflix, Google) and BATs (Baidu, Alibaba, Tencent) are held up as digital darlings ushering in a utopian future. On the other, Kodak and Sears have become the poster children for industrial age titans that did not see disruption on the horizon and fell into a downward spiral, never to recover. (Full disclosure: Facebook, Apple, Amazon and Google are clients of Infosys; Kodak and Sears are former clients.) The Digital Dilemma Leaders of incumbent companies have taken heed, and have begun their digital transformations. The questions are not whether to transform or even what to do, but how to do it and how fast. Seeking answers to these questions, in 2018, Infosys conducted extensive research to track digital transformation barriers and success. Our report showed that incumbent organizations (as opposed to digital natives) are making progress, but they are hitting a wall as they try to scale beyond pilot programs. Conventional approaches tend to fall into two camps: large, monolithic and sequential (waterfall by any other name); and caution to the wind, all agile, all the time. Neither approach is practical for digital transformation because both scale and flexibility are required for success. Our research has found that the majority of companies are experimenting through proofs of concept and then pilot programs. This may appear to be a safer route because small projects can be isolated and not dependent on other units. This is also because they can show quick results to satisfy senior executives, at least for a while. However, true enterprise value creation occurs when initiatives are implemented and adopted at scale. Until that occurs, appeasement by a pilot approach will wear thin at some point, especially when sufficient financial improvements do not occur or are not sustained. From Pilot To Scale Based on what we have found, enterprises need to simultaneously do each of the following three things well: 1. Think platform, not foundation. 2. Build -- not just buy -- capabilities and talent. 3. Adopt agile intelligently. Foundation can be a misunderstood word. Traditionally, it calls to mind concrete building substructure, something so rigorous that it is nearly impossible to update without ripping out and starting anew. The platform metaphor is different -- it is an enabler for the interesting things that happen on it. Platforms can be re-architected and modified when needed, so long as they fulfill their core role to enable value at the edge. Companies should also take this view as they modernize legacy systems, building platforms for technical services and even for business services that can adapt as new technologies and capabilities emerge. In a world awash in artificial intelligence rhetoric and angst, the human component has become a substantial counter-current, also playing well politically, as robots do not cast votes (yet). The traditional approach to acquiring talent in the digital age has often been to poach experts from other companies, or utilize technology visa programs directly or indirectly through information technology services firms. However, those solutions are no longer relevant in a nonlinear, experience-obsessed world that demands local presence and where skill needs change rapidly. I believe the answer is to grow new talent -- through a combination of post-college and alternative career path training, in strategically located hubs that provide both scale and proximity. Then, keep this talent current through advanced learning platforms that are architected around how people actually learn and want to engage. Partnering is still vital, especially for specific projects or high-demand skills. As incumbents initially grappled with the digital age, agile emerged as a symbol of those Silicon Valley software darlings that seemed to have it all figured out. However, incumbents also have very real concerns of legacy systems, large workforces with skills gaps and operating models designed to protect existing cash flows. As these enterprises implement agile, they must architect for scale and accommodate these constraints. That requires a product owner mindset, establishing a backlog of features staggered to allow frequent, small product increments. This needs to be complemented by mature operational processes, with development and operations in core software areas. The imperative is clear: Digital transformations must move beyond the pilots to scale. The good news is that many companies are well into their digital journeys and have valuable lessons learned. Nevertheless, there is an opportunity cost to further delay, and serious risk to force scale without the right model in place. By taking a platform approach, building talent and adopting intelligent agile, leaders stand a better chance to move past pilots and enjoy the benefits of digital at scale. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/05/30/five-tips-to-create-your-personal-brand/
Five Tips To Create Your Personal Brand
Five Tips To Create Your Personal Brand Identifying specific attributes and building a brand isn’t just an essential strategy for companies, it’s also important for individuals. A strong personal brand is one that is recognizable, appropriate to your environment and, most importantly, authentic. Whether you’re a C-suite industry veteran or a new hire looking to make a good impression, here are some ideas for creating or updating your own signature brand. 1. Start With A Signature Style One of the first things people will notice about you -- for better or for worse -- is personal style. Whether your company has a formal dress code or encourages sneakers and jeans, a signature look is one way to stand out. For maximum brand value, this should mean one signature thing and nothing more. My personal choice has been jumpsuits, or an overall monochromatic look. Now, of course, this does not mean I went out and bought a jumpsuit for every day of the week. Instead, I chose to begin wearing jumpsuits at industry events, business dinners and important meetings like our company’s sales kickoff. What you choose to wear is just as important as when you choose to wear it. While it’s probably impossible to debut a new, work-appropriate style that’s never been worn before, blatantly copying someone else’s signature style loses value, too. In the case of former Theranos founder and CEO Elizabeth Holmes, stealing the Steve Jobs’ black turtleneck look was perhaps one of many indicators that she was too focused on a narrow image of success, but it also didn’t make sense for her unique brand either. 2. Social Media And The Online Persona In this digital age, our social media presence has become one of the most visible elements of our brand. Our work and personal lives often blend on social media, especially when your accounts are public. If you do choose to have certain social media accounts public, it’s important that they reflect your brand. Understandably, the tone and content may differ depending on the platform, as you may not post the same things on Facebook as you would on LinkedIn, but the overall message should not stray from your brand. Playing around with the perspective of your social media can also amplify your brand. For example, I have a friend who is a kindergarten teacher and her online brand is through the eyes of her children. Instead of viewers seeing everything through her eyes, they get to see things from the unique perspective of a child. However you choose to use (or limit the use of) social media, make sure that it is an accurate depiction of you. And at risk of sounding old-fashioned, remember that what is on social media -- and online, in general -- lives forever on the internet, so take caution in posting content that may not age well with time. 3. Yes, Having A Good Headshot Matters Having a good headshot that represents you is extremely important, especially with people’s ability to research you on LinkedIn and other online sites before connecting. This not only means a photo that you are proud of, but one that makes sense from a business perspective. All too often, we see the grainy selfie that looks like it was taken on an old iPhone or the classic friend’s wedding shot with a cropped-out date or drink. Your headshot is an essential part of your personal brand, as it can serve as a first impression to potential colleagues, bosses and customers. Today’s smartphones can take a great headshot, so ask a friend to do you a favor and spend an hour on it together. Find a nice outside location (I’m partial to a cool building background) and get a good shot. 4. Taglines Are Not Just For Marketers When we think of taglines, we may think of marketing and ad campaigns like Nike’s “Just Do It,” Apple’s “Think Different” and McDonald’s “I’m Lovin It.” But taglines work for a reason; they are catchy, they are repeated frequently and they stick. Developing your personal brand is like your own form of self-marketing, so why not develop your own tagline? Steve Jobs used to always leave us with “one more thing,” a phrase he would end Apple keynotes with before revealing the most exciting and often unexpected product announcement. My colleague’s go-to is “let’s chat that,” meaning, let’s discuss this further. It’s catchy and conversational and has become a phrase we all associate him with. Taglines should sound like you and should not be unnaturally forced into conversation. Like all elements of your brand, it should flow naturally as an extension of you. Similar to a tagline, your signoff, whether that is within your email signature or how you end calls, should be unique. This should be something simple but consistent, and authentic to the communication channel you are using. I prefer the email signoff “Best.” Or if I’m really, really happy, I’ll use the avocado emoji. 5. Share Your (Work-Appropriate) Personal Passions Finally, if your personal brand is going to be authentic, it can’t be all business. Sharing a work-appropriate passion is important, too. For me, I have a spirit food: avocados. I have an avocado stress ball on my desk, avocado leggings I wear to yoga and an avocado image on my LinkedIn page. For my boss, it’s wine and music, which are great conversation starters and provide ideas for team outings. Of course, we all have many passions, but pick a few fun ones to share and you may be surprised by the opportunities that open up personally and professionally as a result. Your personal brand is how co-workers, executives and prospective customers will see you, so it’s critical to be consistent and authentic. This doesn’t mean identifying all the little ways in which you are different from your colleagues but, rather, developing your personal brand should involve choosing select brand indicators. Remember, the first step is to identify the few personal attributes that make up your individual brand identity. The real, long-term challenge is making them stick. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/06/03/seven-tips-on-hiring-the-right-creative-pro-in-the-gig-economy/
Seven Tips On Hiring The Right Creative Pro In The Gig Economy
Seven Tips On Hiring The Right Creative Pro In The Gig Economy As a child, growing up in Chicago, I remember walking down Michigan Avenue around the holidays. Elaborate window displays were carefully designed, alluring the droves of people who would walk the Magnificent Mile. The dramatic lighting, video and products displays could captivate anyone’s consumeristic desires and evoke a sense of want. To me, shopping the gig economy is very much the same. The gig economy has changed hiring forever. Instead of sifting through job applicant resumes that flood your inbox moments after posting a job listing, you can now go out and search for talent and ask them to work for you. You can peruse gorgeous portfolios of design and illustration, watch countless captivating videos and animations, and scroll through pages of well-designed websites in search of your perfect hire. It is easy to get sucked into the ability to hire a great candidate on demand for your gig. However, there are a few critical components that can help you hire -- and communicate with -- the right person. 1. Test The Waters One of the major advantages of the gig economy is that you are hiring a contractor. There is no long-term commitment if things don’t work out. If your project and timeline allow, hire the freelancer on a trial basis. If they work well on a small project, hire them on for your next project. 2. Set Clear Expectations A disadvantage of hiring a contractor is that they likely do not know you too well. Working with a full-time team member, you can often be less detailed, and that individual will know how to fill in the blanks. Remember that when hiring a contractor, you need to be crystal clear on your expectations and define what success looks like. This can involve details on timing, communication preferences, final deliverables, etc. 3. Establish Communications For A Global Team The gig economy has made the world a bit smaller. It is now easier than ever to hire someone on the other side of the globe. This can be extremely beneficial in terms of getting various perspectives to enrich your project. With this in mind, if you have a long-term project that is collaborative, it is important to make sure both parties are willing to work at odd hours to be able to communicate in real time. In the same manner, identify the mode of communication. Sometimes people prefer phone calls, while others may only be comfortable with written communication, as it may be easier to communicate in a second language in writing. 4. Lean On The Community Some of us are five-star happy, and others are stingy and only give out a five-star rating once a year. That said, most gig economy platforms allow for comments and feedback. Before hiring, take the time to flip through those areas of feedback. You can typically get a clear sense of that person’s strengths and weaknesses. 5. Don’t Ghost Your Freelance Gig Worker When you bring a temporary team member on for a project, it can be easy to hire them, tell them what you want and leave them alone to do the work. Each time I have done this, the project has ended up less than favorable. Be sure you are prompt in responding to any requests, and check in from time to time to see if you can be helpful. If you plan to be on vacation or take a day or two off, let your freelancer know so they aren’t left hanging without an answer to a question if they reach out. 6. Request Daily Reports All of my most successful contractors have done one thing exactly the same: They gave a daily report of their work. In a short and sweet recap, the freelancer would tell me what they did that day and what they planned to do the next day they were on the clock. This simple communication goes a long way in establishing a trusting relationship. 7. Determine Hourly Versus Project-Based Pay Many platforms allow you to hire either hourly or on a flat rate based on the project. Platforms like Upwork provide screenshots of your contractor’s screen if they are working hourly so they are held accountable for the time they worked. For a project with many revisions or that is ongoing, hourly can be a good choice to make sure that the contractor is paid fairly for their effort. Personally, I prefer hourly. Many flat-rate projects I have done end with either the contractor feeling overworked or me, as the buyer, feeling ripped off. That said, for projects that are clear cut, with expectations that are not outrageous, flat rates can be a good option. For example, I take to Fiverr when I need a quick logo mock-up, a voice-over, a simple animated text video or a simplistic design that will not need extensive revisions and is hard to get wrong. Hiring via the gig economy is a great way to find some of the most creative and innovative people you may work with -- and who you otherwise would never have crossed paths with. Being able to be selective from the endless supply of portfolios in order to find the one that matches your project provides incredible satisfaction. If you know how to hire the right person on the gig economy, you can take your company’s marketing efforts to the next level. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
411f6da2202c09abb8a2beed0ea4934e
https://www.forbes.com/sites/forbescommunicationscouncil/2019/06/14/hiring-a-new-team-member-look-for-these-nine-traits-during-the-interview/
Hiring A New Team Member? Look For These Nine Traits During The Interview
Hiring A New Team Member? Look For These Nine Traits During The Interview Expanding your team is exciting, but finding the right person can be daunting. It's obvious that you need to hire someone with the appropriate skill set to do the job, but it's just as important to make sure that person will be able to work well with you and your existing staff. So what do you look for? According to Forbes Communications Council members, there are certain traits that can indicate that a potential employee is someone you'll have a good working relationship with. Here is what they said: Members discuss some traits to look for in potential new hires. Photos courtesy of the individual members 1. Ownership Regardless of skill set, if someone demonstrates a passion for taking ownership, to me, that is an indicator that person will be dependable and see things through. I am more willing to invest in someone who has a few skill gaps but innately believes in the responsibility that comes with owning projects and shows a sense of pride in their work. - Marisa Freeden, Broadvoice.com 2. Problem-Solving Abilities I look for a "figure it out" mentality. When someone demonstrates the skill set to find the answers or solution on their own without being handed a playbook, that tells me they are a self-starter and will continue to make efforts to learn new things. - Meghann Craig, Empower Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 3. Adaptability To me, adaptability means a person displays an ability to be flexible, resilient and energetic. In a business environment that is constantly evolving, this trait takes someone from a "contributor" to a "future leader." - Camille Weleschuk, ATB Financial 4. Integrity Regardless of the role, personal integrity is a critical trait for any professional to have. Teams can rise and fall on this trait alone, and if even a single member lacks personal integrity, they can place the whole team in jeopardy. - Andy Nauman, Ameri-Force, Inc. 5. Collaboration Regardless of the size of a team, whether it is two to five people or a 20-plus person team, collaboration is critical. More often than not, teams get siloed into their own routine, responsibilities and focus. Being part of a team means seeing beyond your own projects and work and supporting the larger focus of the team. Collaboration is critical when hiring for any role and can leverage the creativity of other team members who may not have the foresight to suggest new ideas. - Thaddeus Andres, The Cluen Corporation Read more in Communication Is The Fuel For A Culture Of Collaboration 6. Passion I look for what I call "fire in the belly." You can teach people skills and domain knowledge, but you cannot teach people to have passion for what they do. - Lisa Joy Rosner, Otonomo 7. Tenacity Tenacity is resiliency and results focus in a tight efficient package. When I was a junior manager, I would tell a discouraged team member it's going to get better. Now I say it's going to get worse and you need to be able to find your calm in the storm and keep fighting through. You want people who are motivated by the roadblocks. - Kim Evenson, MAX Digital 8. The Ability To Connect With Customers In the hospitality industry, your "PR" face is everything. We look for people who are not only smart and talented in this specific industry, but who can speak the customer language as well. A candidate can look great on paper and have every business qualification a business could ever need, but if the candidate cannot speak to people or make them feel like family, they aren't right for the job. - Amanda Dalrymple, TWC Management 9. Willingness To Listen And Learn About Their Market Applicable skills, education and relevant experience are all important. But too often, very experienced people forget that markets shift, technology changes, and prospects or target markets are made up of people. I ask my staff to do what I do: Wake up in the morning curious to discover the new truth, and go to bed wiser and more informed about the market. - Charles Orlando, Humanity
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/06/24/generate-marketing-impact-not-only-impressions/
Generate Marketing Impact, Not Only Impressions
Generate Marketing Impact, Not Only Impressions If you ask any marketer these days about their No. 1 priority for their media plan, I would bet that most will tell you it is to maximize overall campaign reach, opportunity to see (OTS), online impressions or number of fans and followers. In theory, those key performance indicators (KPIs) are all important, but in practice, they are mostly vanity numbers that are not doing any favors for your company’s business results. Does anyone really think that the number of likes on your social media post can provide you with meaningful insights about your customers or their level of engagement with your brand? Can it influence them to purchase your products? At best, the number of likes on your last post will tell you that you posted at a good time of day or that the photo is compelling to a great audience. But to truly impact the performance of your brand, you have to look beyond the big number game. There’s a constant need for immediate gratification that is stopping us from exploring “valuable metrics” -- instead, using “vanity metrics.” We all have a continuous need to extract figures that make us feel better (and help us in our careers), but we often do not ask ourselves if those figures correctly reflect reality. This ignorance has become visible especially in the field of digital advertising and social media marketing, with many marketing managers, slowly but surely, starting to realize that most of their online brand impressions (and advertising dollars) did not reach customers at all. Even well-trained marketers at some of the world’s biggest companies have fallen for this trap, as Marc Pritchard of P&G recently admitted: “We serve ads to consumers through a non-transparent media supply chain with spotty compliance to common standards, unreliable measurement, hidden rebates and new inventions like bot and methbot fraud.” (Full disclosure: P&G is a client of TERRITORY Influence.) I believe another reason marketers behave this way is because of their latest obsession with mental availability, driven by some of the notions in Byron Sharp’s book, How Brands Grow, and the conclusion that you can drive mental availability by simply pushing advertising to as many people as often as possible. Hence, some marketers and agencies these days purely focus on advertising reach instead of also looking at the relevancy of their brand strategies and messages. In my opinion, these types of ads have the opposite effect. I find that consumers are getting more and more annoyed with all the irrelevant push advertising. So, instead of building mental availability, this type of untargeted and irrelevant advertising may, in fact, boost ad-blocker usage and push consumers farther away from traditional media. It’s not impressions that marketers should be focusing on -- it’s impact. Reality goes beyond impressions, and to measure the real impact of media spending, companies urgently need to introduce relevant measurements of marketing activities. The media landscape is hypersegmented, and to be relevant, we need to offer impact with the right message, at the right moment and, of course, to the right customer. It has become clear over the past few years that the old ways of measuring the performance of one’s marketing mix are not providing us with the right information anymore. To understand the relevance of our communication, as well as the reach we generated, we need to start looking at the impact we have on consumers’ behaviors and actions. To really understand how online impressions and advertising activities are impacting customers’ behaviors towards your brand, it ultimately boils down to measuring store-level sales data. Measuring your offline sales uplift can provide a more precise understanding of your media campaign’s impact on shoppers’ purchase behavior. With the right data collected and analyzed, marketers can leverage these deeper insights and make real-time improvements to a campaign. And tying together viewing behavior and purchase behavior effectively can improve your return on advertising spend (ROAS). To summarize, it is not sufficient anymore to have big media budgets. It is much more important to have the right marketing strategy in place to understand and engage with your target consumer. We must understand that customers must come first in our marketing strategies, and if we truly understand their needs, we’ll be able to reach and impact them with relevant and influential content that will spread further through word of mouth and social media, resulting in even greater impact. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
88499100521794b77fdc7044a97905e4
https://www.forbes.com/sites/forbescommunicationscouncil/2019/06/26/a-road-map-to-success-as-an-intrapreneur/
A Road Map To Success As An 'Intrapreneur'
A Road Map To Success As An 'Intrapreneur' Intrapreneur, noun. Defined by the dictionary as “A person who, while remaining within a larger organization, uses entrepreneurial skills to develop a new product or line of business as a subsidiary of the organization.” Everyone is familiar with what it takes to be an entrepreneur. Not nearly as much attention is giving to the traits necessary to be a successful intrapreneur, a concept first defined in 1978 by Gifford Pinchot III, an entrepreneur, author and inventor who also founded the first graduate school in the United States to offer an MBA in sustainable business. Intrapreneurs are those people within a larger business who use entrepreneurial traits to drive change and innovation. If you find yourself having that entrepreneurial itch, but life circumstances won’t allow you to strike out on your own (or you simply prefer the structure of being within an organization), this may be you. Do you feel compelled to create change and make an impact? Are you so deeply invested in your company that you feel a sense of ownership? If you find yourself loving the security of working within a company but feel compelled to think like an entrepreneur, there are ways for you to leverage that unique skill set to contribute value and grow your career. There are four essential elements you need to understand in order to do it successfully. 1. Customers are both internal stakeholders and external prospects. As an entrepreneur, you largely focus on your external customers. In a corporation, though, you are not only selling to external customers -- whoever they may be -- but prior to or alongside that, you need to be selling to your internal stakeholders. These “customers” need to be bought-in -- not necessarily financially, but emotionally and resource-wise. It’s less about gaining agreement for your idea, and more about helping colleagues understand why it’s important in the first place and why the company should pursue it. You won’t even get the chance to sell it externally until you’ve sold it internally. Just like an external customer, you’ll have objectives to achieve and priorities to understand. If you can’t clear this first hurdle, your idea will likely be dead in the water. 2. Learn to overcome ‘no’ to get to ‘yes.’ Typically within a matrix organization, each person has a few big, hairy, audacious goals per year set out for them. Those things are their primary focus, and ultimately, their financial compensation and bonuses are likely tied directly to them. If a co-worker asks them to invest in anything outside of those goals, it’s easiest to just say “no.” They have no skin in the game, and the project isn’t theirs to drive. They may also fear that diverting attention or resources to something new could negatively impact their chances of hitting those primary goals. Asking for someone’s support or investment introduces risk into their path to success. Therefore, as an intrapreneur, you need to hone your psychological skills. In an environment where people are naturally inclined to say “no,” you have to find a way to get to “yes.” The key is not to go for the big “yes” first, but rather to build momentum. Ask first if you can sit down and explain things in more detail rather than in an email. “Yes”? There’s a victory! Once you’ve explained, ask for their blessing to diagnose the situation and make sure it will work for everyone. Every small “yes” is building to something bigger and better, and all the while, you’re nurturing a trusting relationship. 3. Diplomacy is key. No matter how compelling your pitch, if someone has a personal bias against you or negative history, there is a greater chance they’ll say “no.” They simply won’t want to say “yes” to anything you come up with, so they’ll look for every possible opportunity not to. When you’re trying to be a change agent in an organization, diplomacy is essential. This means shaking hands. It means saying, “Good morning! How are you?” and actually listening to the person’s reply. It means saying “yes” to them, even when that means putting your own goals at risk to help them meet their needs. It’s all about the give-and-take. How much are you investing in your relationships with those you work alongside? If all your relationships are superficial, people are likely not going to want to take risks for you. In the age of social media, we all seem to be more aware of shallowness, so transparency and authenticity are vital attributes to successful intrapreneurship. 4. Results are required. If you’re an entrepreneur, you may be content with more qualitative rewards than monetary. Maybe you made a customer happy or made a social impact, or you tested the waters and found a nice opportunity for your next project. When you’re doing something within a corporation, however, return on investment is typically not optional. As an entrepreneur, you are completely in charge of long-term things like vision and mission. As an intrapreneur, you can influence those things, but they’re ultimately not yours to direct, so focusing on delivering results is critical. If you’re constantly the person driving change and undertaking initiatives that show real results, you will build strong relationships. People will want to be attached to you because they’ll know they’re betting on the good horse! People will want to say “yes” to you, so when it comes to results, you must measure them accurately and amplify them well. Having an entrepreneurial spirit doesn’t have to mean you can’t work within a traditional company structure. Harness and refine your skills, and you can indulge those passions to become a powerful agent for change and innovation within your organization. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
de7a07133eb270d65a08620d2283778e
https://www.forbes.com/sites/forbescommunicationscouncil/2019/07/01/speed-over-profits-how-to-make-sure-your-logistics-costs-dont-ruin-your-business/?sh=681912de191c
Speed Over Profits: How To Make Sure Your Logistics Costs Don't Ruin Your Business
Speed Over Profits: How To Make Sure Your Logistics Costs Don't Ruin Your Business As more retail moves online, the cost of logistics has moved from being a back-burner issue to a make-or-break cost for many businesses. In 2015, logistics equaled almost 10% of sales, on average. That percentage was higher for smaller companies and for companies with less valuable products. Those costs are rising. According to the annual “State of Logistics Report” by the Council of Supply Chain Management Professionals, as reported on by The Wall Street Journal (subscription required), the cost of logistics for U.S. businesses rose 6.2% in 2017. Order fulfillment is the lifeblood of any business that ships orders to customers. How quickly and efficiently you’re able to deliver packages to your customers is a big factor in determining their satisfaction and loyalty. However, high shipping costs can put a strain on your profit margin if you foot the bill -- or depress sales if you don’t. Your logistics costs don’t have to ruin your business. The trick is to find the right balance between providing excellent service to your customers and keeping your shipping costs in check. Even if you run a small business that ships less expensive items, strategic management of your fulfillment operations can reduce your costs and boost your margins. Luckily, there are ways to find savings in your logistics operations while still delivering excellent customer service. Think Inside The Box Major U.S. carriers base their shipping rates on factors that can make delivery more expensive. You may be able to manipulate these factors to reduce your logistics costs. The first factor is something called dimensional (DIM) weight pricing. DIM weight considers the size of the box in addition to the weight of the item shipped. Shippers use a number called the DIM factor to divide the parcel dimensions and calculate a DIM weight. The box ships for the greater of the DIM weight and actual weight. For example, you could be charged for 14 pounds when your package actually weighs 10 pounds because the size of the box generated a DIM weight greater than the actual weight. UPS, FedEx and the United States Postal Service (USPS) all use DIM weight pricing. Each carrier uses a different DIM factor, however. If you’re sending something that is relatively lightweight that needs to ship in a large box, you might get a better price from USPS rather than FedEx, so do your research. If DIM weight pricing has increased your shipping costs, you can bring them down by shipping in snug packaging. Rather than using a standard box size, which may be too big, get custom shipping boxes made to be just the right size for your products. Another option is a custom packaging machine, which can calculate product dimensions and create a box tailored to each order. (Full disclosure: My company, Red Stag Fulfillment, a warehouse and fulfillment company, partners with FedEx, UPS and USPS for package shipments.) Location, Location, Location Freight companies also use distance to calculate shipping costs. FedEx and UPS rates increase for each additional shipping zone your package travels through. You can reduce this logistics expense by shipping from a location closer to your customer base. To determine whether location will save you on shipping costs, calculate the cost to ship your products in bulk to warehouses in the locations that would best serve your customers. Deduct this from the cost savings you’ll see from the reduction in your shipping zones. If you come out ahead, moving your fulfillment location could reduce your overall logistics costs. Negotiate Your Shipping Rates Shipping rates aren’t set in stone. If you are a volume shipper, particularly if you place all your business with one carrier, you may be able to negotiate a lower rate for shipping. DIM factors can be negotiated as well. If you’re able to get a higher DIM factor, your packages are more likely to be charged based on actual weight rather than DIM weight, and your DIM weight charges will be lower. If your business is too small to have the bargaining power to negotiate lower rates or higher DIM factors, your fulfillment warehouse might be in a better position to secure concessions from the major shipping companies. Negotiate with your fulfillment provider to pass on more of that cost savings to you. When All Else Fails, Charge For Shipping Free shipping is often the most powerful incentive for e-commerce customers. However, because shipping costs vary depending on the customer’s location, it’s impossible to set your prices to provide stable profit margins when you offer free shipping. Smaller e-commerce businesses have come up with creative ways to address the problem of free shipping. Some offer free shipping only on orders above a certain amount. Others offer slow ground shipping for free while charging for faster modes of delivery. If you sell a niche product that your customers can’t easily get from a competitor, the free shipping calculation changes. You might be able to charge your customers the true cost of shipping without hurting your sales. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/07/05/how-to-be-strategic-about-strategic-planning/
How To Be Strategic About Strategic Planning
How To Be Strategic About Strategic Planning A professional service firm is hired for its strategic insight on a business challenge, whether it’s a law firm being asked to guide a client on litigation or a consulting firm advising how to bring together two corporate cultures after a merger.  These firms of advisors are getting hired for their advice. Yet, when it comes to their strategic planning, it’s easy for professional service firms to misstep. I believe part of the reason is that most firms operate with a flat-pancake structure, with lots of “workers” (lawyers, consultants or accountants) striving towards a common goal (to do the best work possible). Above them, there are few leaders without much hierarchy within their own smaller pancake, often operating in committee structure or practice silos. Brilliant as these professionals are, and regardless of their ambition to do the right thing, their attempts at strategic planning often fail. While there are common mishaps, there are also some steps I’ve seen several firms take, leading to things going right! Whether they hire an outside consultant to advise them or attempt to do this on their own, here are a few things that firms can do to increase their likelihood of success. 1. Involve a wide range of parties at different stages of the planning process. Firms that communicate with their partners and senior staff at the very beginning, prior to initiating a planning process, set themselves up to succeed. By explaining what will be taking place and why, as well as who will be involved, firm leadership demonstrates that the process will be transparent. The opposite approach is to keep things quiet, lend an aura of mystery and let the firm believe something nefarious is taking place. 2. Plan and focus on key milestones and dates. Programs in professional service firms that are not directly driven by a client’s timetable can easily be pushed aside and fall behind. Members of the steering committee assigned to work on the plan may get involved in pressing client matters or placed on additional committees. Agreeing in advance on concrete deadlines and key people who will be responsible for the specific tasks involved in meeting those deadlines is an essential factor to keep the momentum going. 3. Involve and respect input from the CMO. The firms that have succeeded in this process involve the leadership of their marketing efforts from the very start. Your chief marketing officer (CMO) likely has a wealth of industry knowledge and understanding of your own firm’s culture. I find that the firms that involve their marketing leadership from the onset are more likely to achieve greater success. These are the folks who, in many cases, will be working with partners to implement these plans. Bring them in on to set strategy and tactics early on in the process. 4. Agree on actionable steps. When the plan is completed and changes are agreed to, the steering committee needs to agree to steps that are concrete and actionable. Rather than an advertising agency stating, “We will grow our consumer advertising business,” the steps are focused on what industries and part of the consumer business the firm expects to grow, the actions that will be taken to grow it, and what team of people will be responsible for making it happen. These firms also include a mechanism, such as a quarterly meeting or the use of technology, to ensure the steps are taking place. By being strategic about strategy, you’ll be more likely to accomplish your goals. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/08/02/the-future-of-software-product-marketing-isnt-in-software-or-marketing/
The Future Of Software Product Marketing Isn't In Software Or Marketing
The Future Of Software Product Marketing Isn't In Software Or Marketing Take a moment and Google "product marketing." What you’ll find are endless blog posts and articles all trying to explain what exactly product marketing is, and it’s not hard to see why. At best, product marketing’s fit within an organization can be described as unusual. At worst, it’s hazy, with roles, responsibilities and even metrics that vary from company to company. Product marketing isn’t quite sales or product management, but it’s not quite classical marketing either — at least not in the way most companies define traditional marketing roles related to demand generation, digital, brand/creative, content, search and events. In its current state, I define product marketing as the process of bringing a product or service to market. To do this successfully, product marketers live at the intersection of sales, product management and marketing — and are responsible for understanding how a product technically works, articulating its value and defining its market fit, price and the right personas to sell to. Then finally, we are responsible for tactically managing the way a business introduces its new product to the world. Aligning Product Management, Marketing And Sales Product marketers help product management teams understand the real-world problems their solutions solve for the people they’re building them for. We also help sales and customer success teams with the tools, training and context they need to actually sell a new-value story to another human being. And finally, we provide marketing teams with the content they need to launch campaigns and the knowledge of whom to target. A good product marketer puts themselves in the shoes of others for a living, including the internal folks they work with on product management, sales and marketing teams. This means that product marketers understand how their company’s product road map, sales pipeline and marketing programs individually work — and how they all fit together. The Problem With Software Product Marketing: Too Many Products, Too Much Marketing I believe that software product marketing as we know it needs to evolve. There are too many products making too much noise. With an estimated 10,000 private software-as-a-service companies in existence, there are more software options available today than ever before. It’s a crowded market, in every market — both in terms of buyers’ appetite to adopt products and their willingness to listen to product announcements. And with the average attention span somewhere between eight and twelve seconds, we risk our market getting lost in our marketing. Less ‘Story-yelling,’ More Storytelling This change likely won’t be easy. It may mean leaving the one-off announcements I playfully call "story-yelling" behind and getting started on the real work — the hard work — of intimately understanding the human journeys that our buyers are on. Human beings inherently don't want to be sold or marketed to, but they do love stories — especially stories that they can relate to and can even visualize themselves in, and those probably aren't being communicated through your latest product press release. According to neuroscience professor and researcher Antonio Damasio, "Emotion is a necessary ingredient in almost all decisions" — and that includes buying decisions. That tells me that for product marketers to continue to connect to buyers, we need to tell authentic, creative and deeply personal human stories that buyers actually love. The Future's Already Here Luckily, software product marketing is already changing before our eyes. This year, both Shopify and Mailchimp announced in-house studios to develop long- and short-form content like documentaries, podcasts and even series — all dedicated to telling inspiring and true stories of entrepreneurship in a variety of different formats that people love. Read press releases and news articles about these companies' entertainment studios, and you won’t find much about the e-commerce or email tools they actually sell. Because that’s not the point. This is the next step in the evolution of software product marketing that we're beginning to see at organizations as expectations shift from "Can you write a one-pager on how this product works?" to "Can you connect the problems we're solving to the real-life stories of our customers in a medium that's fun, creative and accessible to our buyers?" It may sound silly, but I believe that software product marketers need to start paying attention to the most successful communication formats we have — as in the storytelling we all actually consume for fun. I recommend that to start, you take a step back from your daily lives as product marketers and begin analyzing the communication mediums you admire as consumers. If you aren't already, begin listening to podcasts, watching documentaries and even going to live comedy shows to begin to understand how these outputs are created, who you'd need to hire and what you'd need to build to support the creation of campaigns like these. Then, begin drafting actual scripts and project proposals that fit your product stories into these new storytelling formats. This is how we can cut through the noise in the software world and usher in a future that's less about traditional marketing and more about journeys — less about products and more about people. In doing so, the primary responsibility of product marketing will be to tie human empathy, understanding, trust and even love to the software products we sell. From what I've seen, brands like Shopify and Mailchimp are not only setting the standard for product marketing; they’re ushering in its future in that sense. Because when you put in the work to build deep human connections through the stories you're telling to buyers, the software tools that they'll instinctively use to accomplish their goals will likely be yours. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
2dfea2bae84e8881b7157e5c13e343ec
https://www.forbes.com/sites/forbescommunicationscouncil/2019/08/21/14-ways-to-shift-your-marketing-strategy-in-the-world-of-online-retail/
14 Ways To Shift Your Marketing Strategy In The World Of Online Retail
14 Ways To Shift Your Marketing Strategy In The World Of Online Retail Brick-and-mortar has slowly declined over the years, with more retailers moving to digital spaces. These changes require new marketing strategies to target consumers and adapt to their online and mobile shopping habits. Business owners, especially those who still run a brick-and-mortar store in an online retail world, often feel confused and overwhelmed when trying to tailor their marketing to a digital audience. To help you adapt, a panel of Forbes Communications Council members shared ways to start appealing to your audience’s changing needs. Follow their tips to continue reaching and engaging your target buyers, no matter where they’re shopping. Forbes Communications Council members share tips for brick-and-mortar store owners to transition their marketing to the digital space. Photos courtesy of the individual members. 1. Make It Easy For Customers To Reach You Online As the retail experience moves online, distance is created with a customer. It's hard to keep the human element, so marketing becomes the customer experience, especially when it comes to customer service. Remove the barrier of the interface (web or app) and make it easy for customers to connect with you. Text, chat, augmented reality, email, call—know how your customers want to engage and help them do so. - Joann Ollila, MD² International 2. Dominate Local Search Results As retail transforms, retailers have to leverage local search (both paid and organic) to connect physical stores to their digital presence and drive traffic to both on and offline destinations. The increase of mobile phone usage has created a surge in local searches with high intent to visits or find more information to places “near me.” Retailers who dominate this space will thrive. - Lavall Chichester, JumpCrew Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 3. Embrace Digital Transformation Digital transformation from physical to online shopping has transformed marketing into a new challenge. We have to be willing to embrace what we don't know and always remain curious. We are drowning in data, but how do we make data actionable? Marketing now works across a variety of functions like IT, analytics, digital and sales, and we have to collaborate in order to be effective. - Jacqueline Nuwame, EARIN 4. Orchestrate All Channels Try generating an all-encompassing customer experience that includes all points of sale and communication channels. Customers are looking for value from their relationship with brands and they're interacting with their favorite ones, not through transactions. That's why all channels must be orchestrated. For example, send an email or notification invite to a workshop at the nearest store. - Pini Yakuel, Optimove 5. Prioritize Digital Media Tools To Reach Customers We now live in a world of mass digitization. Marketers must shift their focus from traditional channels to digital media tools, whether it’s streaming videos, social media platforms, podcasts, immersive online experiences, virtual or augmented reality, collaboration tools and more. Bottom line, leverage today’s technology advances. - Alex Goryachev, Cisco 6. Craft A Digital User Experience Today's customer has a new experience when it comes to shopping, and your marketing should be a reflection of that. Online stores need to create a digital and social media strategy that looks at this journey, and addresses the pain points of your customers, keeping them engaged and providing value while guiding them to continue to shop at your store. - Christina Hager, Overflow 7. Don't Forget About The In-Store Experience Too In the past, brick-and-mortar chief marketing officers (CMOs) were only responsible for getting foot traffic into a store. The store experience was not their worry—but now it’s clear that customers’ in-store experience significantly impacts their spend. Every CMO needs to make sure the store experience reflects the brand in every way. - Seema Kumar, servicechannel.com 8. Personalize Your Messages At Scale Today's consumers are very distracted, and their purchase paths are unpredictable. They see a product on your website and ask Facebook friends for recommendations. Then, they surf websites or flip through YouTube videos for product reviews. New generation marketers should build their strategy around data, automation and omnichannel marketing—the three keys to personalizing messages and offers at a global scale. - Anna Luo, Jivox 9. Build Relationships, Not Transactions The absolute best thing you can do for your brand is to move away from incentivizing transactions to building a one-to-one relationship—personalize your engagement to the individual, and reward them in something that matters to them, that grows with them over time. Create value for your customer, not a fleeting, one-off moment. - Amy Dunn, Bumped 10. Provide The Info And Experience Customers Are Looking For Moving from in-store to more online has both its advantages and disadvantages. On one hand, in-store you have the shopper's attention and they are more likely to purchase on the spot. However, online gives you more opportunity to provide more product information, videos, inspiring and aspirational photography. Combine that with a focus on getting great reviews on what shoppers are looking for. - Andrew Stephenson, NewAir Compact Appliances 11. Measure, Adjust And Iterate It's a running joke that marketing strategies often don't change because "that's how it's always been done." Avoid complacency; it's the beginning of the end. At regular intervals, analyze all initiatives in a marketing strategy, from email open rates to Pinterest re-pins to revenue per order of a direct mail campaign. If an initiative isn't working based on the metrics, be unafraid to change it. - Melissa Kandel, little word studio 12. Identify Your Audience And Where They Are Online Shoppers online have endless options within minutes. First, decide what you want to sell online and to who. Do you appear first in relevant searches? Can your customers easily find you? Beyond your online presence, also consider all of the other components of online retailing, such as payment transactions. Showing up, being convenient to use and providing quality service will always be a must. - Rachel Verslues, International Gaming Technology (IGT) 13. Track Attribution For Offline Behaviors All too often, marketers fail at measuring offline impact on online sales, like using subpar attribution models like "last click." Marketers need to focus on using the entire customer journey within their attribution models. Bringing together offline data (like location) with online search and purchase data might uncover how traditional stores are evolving and why they still matter to consumers. - Megan Murray, Equifax Data-driven Marketing 14. Create A Consistent Online And Offline Experience Don’t discount the power of brick-and-mortar. Ensure it lends itself to a consistent cross-channel experience by pulling online into the store. Post online reviews next to a best-selling item to boost sales. Offer the means for customers to look up out-of-stock items before leaving your store. Physical stores provide a place for consumers to live your brand, so their importance remains. - Marija Zivanovic-Smith, NCR Corporation
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/08/21/four-priorities-for-your-first-100-days-as-a-digital-intrapreneur/
Four Priorities For Your First 100 Days As A Digital Intrapreneur
Four Priorities For Your First 100 Days As A Digital Intrapreneur We’ve talked about the elements necessary for successful digital intrapreneurship . Now it’s time for concrete action. If your organization is looking to jump-start a digital initiative, these 100 days could serve as a rallying cry. Or maybe you’re coming into a leadership role in a new organization, or taking on a new level of responsibility in your current company. When you’re looking to make an impact and considering avenues for improvement, it’s hard to know where to start. For digital intrapreneurs, there is often no shortage of ideas. This type of person looks constantly at outdated processes and archaic habits, considering how new tools and methods can be implemented to increase efficiency and output. Great ideas can come from that, but the challenge is how to direct the energy, team and resources into the correct initiative. You want to score some quick wins in these early days while still moving toward the bigger goal you’re trying to achieve. The following four considerations are universal, no matter your business. The first 100 days of a digital initiative or endeavor are foundational, and they set the tone for everything that comes after, so it’s vital that you choose the right areas to focus on. 1. Social Media Audit First off, get your social media under control. While you might not think this applies to your company (whether your company is business-to-business, sells insurance, etc.), remember that things like online reviews on Yelp and Google fall into this category. Anywhere people could be having conversations about you, you need to be aware of them -- and participating as much as possible. You also need to know the current temperature. Are customers there, or is it a “dead” page? Do you have a lot of supporters or detractors? Is the page nothing but customer complaints? Know where you stand. Once you’ve completed the audit, be quick to shut down any platforms you can’t afford to resource effectively. Just because everyone has a Facebook page doesn’t mean it’s right for your company. If you can’t respond to a customer inquiry within 24 hours, you shouldn’t be on that platform. What’s the point of advertising a presence if you don’t monitor it? Don’t pretend to participate in the conversation if you can’t genuinely do it. You’ll also be able to see where to double down. Then focus on the governance, monitoring and controls for each channel. Who has access? When someone is hired or fired, how is that controlled? This is essentially your public megaphone, so be prudent about not leaving the door wide open. 2. Real-Time Reporting In any area where critical decisions are made, the timing and responsiveness of results reporting can often provide more value than the actual metrics themselves. For example, your January results show up early to mid-February. You spend a week focusing on action items and regroup with your team on February 21. You set a plan to begin making adjustments beginning March 1. By that date, you’re two-thirds through the sales quarter, and you’re just now starting to react to what happened in the first quarter. Even without 100% audited numbers, getting the number directionally correct two to four weeks sooner can make a big difference. Ultimately, time is the enemy. As a digital leader or change agent, finding a way to enable real-time reporting is a quick way to get a win. Many reports (e.g., Google Analytics) can be automated. There are also ways to have things exported into CSV/Excel files for easier processing. It’s about getting the data into the hands of the stakeholders faster. Be transparent and honest, with the caveat that figures are 95-98% accurate. Doing this will give you more time for continuous improvement, which gives you a leg up. 3. Customer Communication To evaluate and improve customer communication, focus on digital. And here, digital should be synonymous with responsive. Consider the e-commerce industry and how a customer feels when they get an email with their tracking number. They’re excited! Their order is on its way with no chance of being canceled or out of stock. In some ways, that email can feel better than the actual delivery. The same goes for customer communication. Any customer-facing position in a digital transformation should be focused on responsiveness. How quickly do your reps reply to emails? How do customers rank you on Net Promoter Score surveys? These digital metrics help keep communication top of mind. If it makes sense for your company, consider a ticketing system to analyze the service-level agreement (SLA) on ticket response time, ticket close time and satisfactory closes. Otherwise, send out surveys. And don’t just lean on responding quickly; ensure that you’re responding accurately and fixing issues. 4. Internal Task Management If your organization is big enough to be undertaking a digital transformation, you probably have at least 20 or more employees and would, therefore, benefit from some basic team task management tools. This ties back into responsiveness, as it fosters a culture of responsibility. Your team is expected to be responsive to both the internal stakeholders (through project management) and customers (by way of digital communication tracking). The biggest value of digital over physical is that things are more trackable. There are more logs you can query, and when looking at employee productivity as a manager, you have tons of data to optimize from. When you bring on someone new, everything is centrally managed. A new person can easily get up to date with the last six months of a running project because it’s all kept in this task management tool. You can look at what types of projects you’re working on, what types of skills you need to hire for and what areas have bottlenecks where you could backfill with external resources. With a system like this in place, you’ll have the data at your fingertips. These first 100 days are crucial to the success of any digital initiative. Put these priorities at the top of your checklist to ensure you get off on the right foot. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
73a4924024bd9f913ba3b8a5b5f6eadf
https://www.forbes.com/sites/forbescommunicationscouncil/2019/08/28/build-trust-with-consumers-through-social-media-strategy/
Build Trust With Consumers Through Social Media Strategy
Build Trust With Consumers Through Social Media Strategy In today’s social media landscape, there is chatter, and it is often difficult to break through the noise. Year after year, my team and I here at TWIO Brand have built social media strategies that help brands go from average to trusted. We take consumers on a R.I.D.E. that responds, informs, drives and entertains them enough to build community. Here are the four grounding principles we follow. These can help any brand or company go from average to trusted through social media strategy. 1. The first principle is to respond. One of the fastest-changing elements of social media is the consumer’s expectation to see a response instantly. It was only a few years ago that we would say, “Social media is an extension of your customer service team.” This was when a social media best practice was to respond to messages within 24-48 hours. Today, through the introduction of third-party applications, robust customer relationships managers (CRMs), artificial intelligence (AI) and bot-script technologies, social media is a key part of your customer service team, not merely an extension. It is more important than ever for companies to stay on top of the fast-paced digital transformations so they are able to react and respond immediately. The ability to connect important technology tools can help large brands manage response times and help direct consumers to the right people or place. In order to not fall by the wayside, companies must invest time, money and resources that shift their internal processes and people and position them to be able to utilize an array of important tech tools. When tech tools integrate and speak to one another, they track consumer interactions over time, allowing the customer service team to respond with efficiency. This helps to eliminate customers going rogue on social media with negative public comments and reviews. I believe responsiveness through social media is potentially the most important piece to building a trusted brand. 2. The second principle is to inform. Informing the consumer of who you are and what product or service you provide is not a new thing, but the approach is. With increased chatter and often decreased attention spans, marketers have to become more and more creative. Not only do we have to be more creative with copy, but imagery and video content are crucial to informing consumers. We used to say content was “king,” and it still is, but my team and I like to think of content more like a president, mayor or city council member -- an elected official, chosen by its constituents. Producing content that consumers choose to engage with -- whether that means they like, comment on or share it, or whether they watch it 25%, 50% or 100% of the way through -- is the foremost goal. When brands invest proper time and resources into producing content that is true to their brand and speaks to their target audience, the rewards are limitless. When the consumer engages with your informative content is when trust starts to form. Trust is a key component that eventually leads to loyal, return consumers. 3. Number three on our list of principles that will take your brand from average to trusted is drive. As a brand transforms itself from average to trusted, social media becomes the vehicle that drives the consumer to make decisions. A decision could be to follow along long enough that they feel adequately informed to make a purchase or do further research on a company website. The fun part about social media is that the road a consumer is on is unique to that individual based on their engagement. A consistent and strategic publishing plan that touches specific target audiences with key products or services is important. According to 2018 research, 53% of consumers say they’re likely to consider brands with a transparent social media presence when looking to make a purchase. If a brand lacks transparency, however, 86% say they’re more likely to choose a competitor. It is through strategy that social media drives these actions. When you build enough trust with a consumer, to the point where they’re in the car, you’re able to drive them to conversion. Publishing content that is relatable, listens to their needs and reacts to their problems is the gas in your car. A global brand we work with and have helped transform into a trusted brand has a women’s project that utilizes professional athletes and focus groups from around the world who work side by side with product engineers to produce women's ski products. As the project has evolved, consumers have wanted to be part of the conversation and community. To solve the consumer need, we created a private, women-only Facebook group that lives under the brand’s Facebook page. This has become a hot spot for women from all around the world, where they can join a community, ask questions and find people to ski with. Over the course of the year, the community has grown to a highly engaging space. 4. The last principle, but certainly not the least important, is to entertain. Entertaining the consumer goes hand in hand with informing them and driving them to make a decision. This, of course, goes back to content. Content that is made to entertain is the ultimate goal but not always the easiest. It takes time, organization, setting specific goals and proper investment in resources to produce high-quality content. When your brand produces entertaining content that grabs the consumer’s attention, pulls them in enough to stop them in their scroll and inspires them, that is when you know you’ve got them on the right road to becoming a trusted fan. A trusted fan is someone you’ve nurtured over time who not only wants to buy your products, but, more importantly, wants to be part of your community. In summary, trust is something that is earned over time; it does not happen overnight. Make building trust your No. 1 goal. Stand by the principles, and listen to the consumers to produce strategic, consistent content that responds, informs and entertains. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4c7fe439f12fea20a8788c27e3303668
https://www.forbes.com/sites/forbescommunicationscouncil/2019/09/04/the-chief-growth-officer-the-evolution-of-the-marketing-head/
The Chief Growth Officer: The Evolution Of The Marketing Head
The Chief Growth Officer: The Evolution Of The Marketing Head Something’s happening in the hallowed halls of the C-suite and boardrooms. There’s a growing realization that marketing isn’t just about “making things pretty” and “supporting the sales process.” Rather, business leaders are starting to see marketing as a catalyst for creating sustainable growth fueled by a passionate focus on the end customer. Brand image has traditionally been the sole purview of the head of marketing, but with advancements in technology, that seems to be changing rapidly. Every molecule of a company’s operation — finance, product, research, customer service, communications, sales, technology — impacts a customer’s opinion of a brand and subsequently the growth of any company. For this reason, many organizations are evaluating the layers of a marketing department and have started to introduce a new position to the C-suite with a unique set of responsibilities. The Rise Of The Chief Growth Officer (CGO) The title of CGO isn’t new. According to Singular’s report, “Chief Growth Officer 2019: The State of the CGO,” 14% of companies in the United States have a CGO. The report also points out that 29% of companies have a VP, director or head of growth, and 41% have a growth marketing manager. The growth management movement is widespread and expanding. Larger companies such as Coca-Cola, Kellogg’s, and many more already have CGO positions. It’s likely that in the future, many companies with growth management initiatives will adopt the CGO title. The Need For A CGO Twenty-five years ago, the internet didn’t exist as we now know it. Social media was in a primitive state fostered by AOL, CompuServe and Prodigy, and it certainly was not considered a business development tool. And data research was mostly comprised of collecting demographic information through focus groups and mailed surveys. The marketing world was much simpler and consisted of a limited number of one-way customer messaging mediums and outlets. Today’s technology platforms provide organizations with the means to better understand and analyze our customers’ needs, while simultaneously commencing a sales cycle before a salesperson conducts their first qualifying call. The collection of demographic and, more importantly, psychographic information about our customers is highly effective and getting better every day. The various digital platforms give marketers a cost-effective way to send tailored communication more frequently and deliver informational value to a prospect. Additionally, the explosion of digital technology has given the customer a louder and more active voice, and industry leaders are listening. The complexity of marketing — created by ever-changing technological advances — as well as the increasing power of the customer to broadcast opinions, present ideas and be influenced by every aspect of a brand’s operation has created the need for a new executive specialty: the chief growth officer. The CGO’s responsibilities vary depending on the company and industry, but I believe the foundation is built upon a common philosophy: a growth mindset. The Growth Mindset In her bestselling book, Mindset: The Psychology of Success, Carol S. Dweck, Ph.D., wrote that there are two mindsets: the “fixed mindset” and the “growth mindset.” People with a fixed mindset give up easily, are less willing to change and ignore useful feedback. People with a growth mindset, according to Dr. Dweck, have seven traits that make them successful: • They believe that intelligence can be developed. • They have a desire to learn. • They embrace change. • They persist in the face of obstacles. • They are willing to work. • They learn from criticism and mistakes. • They find lessons and inspiration in other people’s successes. What CGOs Actually Do Singular’s report contains interviews with several current CGOs discussing their responsibilities. Their answers may provide some insight. The following are quotes from some of those interviewed: • “The CGO role is a hybrid role designed to work across departments, with a focus on sales, marketing and product.” • “For companies that are growing extremely fast, the CGO focuses on short-, medium- and long-term strategic initiatives, partnerships, products, marketing and sales to drive growth.” • “The growth role isn’t a magic hack to boost business performance overnight, but a disciplinary and cross-functional role which requires both art and science.” • “My primary focus as chief product and growth officer is to make sure every initiative we take in the product and community adds value to our primary growth goal.” I would add that a CGO, aside from having a growth mindset, should also have customer empathy. After all, it’s the customer who is the final arbitrator of a company’s growth. Empathy comes from knowing a person or group well. Data is the first step in understanding your customer base, but experiential activations and face-to-face encounters at trade shows, events and meetings could yield the highest level of understanding. The Future Of The CMO And CGO The increased importance of a growth-minded executive does not necessarily indicate the demise of the chief marketing position; rather, for some organizations, it may signify an evolution. The responsibilities and skill sets of each have significant overlap and both offer tangible and measurable benefits to a company. However, in an era where short-term profits and long-term sustainable growth are equally emphasized by boards and shareholders alike, it would not surprise me if the new path to chief executive goes through the chief growth officer role. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
7be33636d9c73744be41c8e2a03322a1
https://www.forbes.com/sites/forbescommunicationscouncil/2019/09/06/growth-and-marketing-hacks-for-cannabis-brands-part-1/
Growth And Marketing Hacks For Cannabis Brands, Part 1
Growth And Marketing Hacks For Cannabis Brands, Part 1 At my company, we explore and reveal the best marijuana business models and broker the sale of cannabis businesses. I speak with a lot of people along the entire supply chain and I would like to reveal some of what I’ve learned. In this series, I will share the strategies that I’ve picked up from some of the fastest-growing cannabis and CBD brands for launching and growing a CBD brand. Here’s the lay of the business landscape and what I’ve found to be the best business and marketing opportunities in the cannabis space right now. Who This Is For: 1. Current dispensary owners and marketers looking to expand their businesses. 2. Turn-key franchise buyers who don’t have experience in the industry. 3. Startup mavericks and marketers looking to shake things up with their unique spin. Licensing Agreements: Interstate Commerce Loophole While interstate commerce in cannabis is not legal, licensing agreements may be one of the best ways to do business across state lines. Here’s how it works: You can facilitate a licensing agreement where brand A grants brand B the right to produce and sell A’s products in B’s state. Let’s say your business is a publicly traded, multistate operator. Like many state license holders, you’re looking for opportunities to expand into other states. To do this, you need partners in production, cultivation and retail across state lines. Here’s a real world example: BaM Marijuana is a publicly traded, multistate operator in four U.S. states. Like many state license holders, it is looking for opportunities to expand into other states. To do so, BaM in Nevada partnered with G Pen in California. G Pen essentially crossed state lines from California into Nevada using this tactic. The two companies entered into a licensing agreement, and BAM now produces and sells state-compliant cannabis products that are rebranded with G Pen’s brand and distributes them in the state that BAM operates legally in (Nevada). Essentially, G Pen has crossed state lines. This is a great growth strategy. My advice? Create an interstate commerce network. Look for opportunities to expand across state lines by facilitating relationships in several states. Brand Hack: Branding Via Archetypes You basically cannot advertise cannabis or cannabis-derived products (CBD) through most traditional channels offline or online. However, branding might be the most important aspect in cannabis since you need organic word to travel so much further than you do when you can use advertising. So, new cannabis marketing companies are specializing. Cannabis branding services such as Ladyjane show that you can attract your core audience by aligning with an archetype (explorer, stoner, athlete, etc.). Essentially, develop your core messaging to narrow down your audience so that you stay on brand through every fiber of your organization. Maybe you’re aiming for a feminine-sensual archetypal persona for a line of CBD-infused beauty products, or you relate more to the outdoor adventurer who wants to connect with Mother Earth, or you’re looking to attract a mature audience that trusts medical cannabis. You don’t want to cross the lines by trying to appeal to all of them with your imagery, in-store experience, employee hires, etc. That’s a quick way to appeal to none of them. Your customer experience, employee hires, packaging and overall customer experience need to stay congruent or you’ll lose your core audience at some point in the customer journey. You want a specific type of person to “get you” and trust it in their core. So, it’s important to define your target audience — and then stick to it. Consumer Trust: Brand Ambassadors Since advertising is difficult, a platform to reach an audience is difficult to find. One strategy is to find the leaders of your archetypal segment of people and recruit them as brand ambassadors to spread the word and build consumer trust. A real-world application of this can be seen with Medterra CBD, one of the most respected brands in the CBD industry. Athletes carried its brand credibly into the eyes of their followers. The brand calls them the Medterra Athletes and provides them with free CBD products. To find and appeal to brand ambassadors, you need a clear differentiator and a quality product. Don’t try this with a product straight off the generic shelf — ambassadors are looking to endorse unique, authentic products. To continue the example of Medterra, it was among the first to offer CBD oil with a guaranteed 0% THC to avoid failing drug tests (since CBD can legally include 0.3% THC, pro athletes weren’t risking it). No other brand was doing that at the time. This “advertising” was not traditional, and that’s why it punched through the noise. Always work to convey trust and authority. People don’t realize how easy it is to reach brand ambassadors these days. You don’t need to engage an influencer with hundreds of thousands of followers on Instagram. In fact, studies have shown that “micro-influencers” with less than 100,000 followers see greater engagement. You can find them pretty easily online: Craft a strong offering, and message them to speak with them about your opportunity. Expect to give them a free sample to help with their decision and pay them to use their testimonial as an endorsement of your product. If you have a cannabis brand that you are looking to grow, consider pursuing licensing agreements and brand ambassador partnerships to continue to reach your defined archetype. The legitimacy created by this strategy can be priceless. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/09/09/seven-best-practices-for-restaurant-marketing/
Seven Best Practices For Restaurant Marketing
Seven Best Practices For Restaurant Marketing There are more than one million restaurants in the United States, according to data from the National Restaurant Association. With that much potential competition, how do you cut through the noise? Marketing for your restaurant can come in all shapes and sizes, from the appropriate signage to cutting through the chatter on social media. Having a variety of tools at your disposal is the easiest way to keep your sales up and your guests coming back for seconds. Tell A Story Knowing your brand is an integral part of your restaurant’s identity. Having a powerful brand goes a long way to building customer loyalty. When you consider companies like Coca-Cola, IBM or McDonald’s, you likely think about a brand identity that was uniquely crafted for the clientele that each wanted to foster. The common denominator: they’re reliable. While those companies are global leaders, they all started small and grew with time. Find the personality in your restaurant, and use that as the cornerstone of your mission statement and marketing strategy. Brand building can come in many shapes and sizes. For example, if you are located near a giant ball of twine, you can use twine in your decor, as the binding for your napkins or as art in the restaurant. If your brand is predicated on the charm of the area, incorporate local foods, and decorate with regionally appropriate wares. Doing so will help you develop the kind of atmosphere that will hopefully bring people back for a second helping. Social Media Marketing Use social media to help craft your brand by sharing pictures of your guests enjoying a night out or by sharing stories and anecdotes. And it’s worth your time. There are billions of social media users worldwide, and in the United States, those users spend around 45 minutes each day on social networking. There is a lot of clutter on social media to cut through, so post regularly, and make sure it counts. For operators with small teams, you can use programs like Sprout Social or Hootsuite to schedule posts across platforms throughout the week, allowing you to batch your work when it’s convenient. You can get specific to location by utilizing geo-fencing, which ensures that only people in your target area are alerted to your ads. Let Technology Guide Your Way Technological progress allows for facial recognition and the use of limited artificial intelligence to help consumers make decisions based on their previous behavior. These advancements often work in tandem, and can certainly work to your advantage with targeted ads. In 2018, approximately 194 million apps were downloaded worldwide. Restaurateurs can get apps in all shapes and sizes, from free apps to proprietary apps developed specific to their needs. These apps offer a world of potential to operators, including waitlist or reservation systems, loyalty programs and easy access to logistical information like menus and hours of operation. Before you take the time to get an app, consider taking a few simple steps. Research indicates that more and more people use technology to help determine their consumer needs, irrespective of generation. Learn what pain point an app might solve for, and work from there. Find out what apps might be available for free and how much time they might take to implement. If there aren’t free apps, calculate the potential cost-benefit analysis. Google It A common search on Google is “restaurants near me.” Guests are likely to check out your restaurant online before visiting. Tools like Google My Business allow users quick access to the who, when, where, what and why of your restaurant. For participating restaurants, Reserve With Google offers a quick and easy path for users looking to get in line or save a seat. Staying up to date caters to tech-savvy guests who may search online for your hours and menu items before they stop in. Google has a robust schedule of updates to its product suite, which is designed to evolve to customer needs. While that may seem overwhelming, you can gain a lot of insight from assigning members of your staff different administrative duties related to Google My Business. You can have staff dedicated to making updates and changes, and others to follow customer insights. Scarcity Marketing Whether through a limited-time offer or a seasonal promotion, scarcity marketing gives potential guests the nudge to get in now. Examples include the McDonald’s McRib, KFC’s Double Down and Pizza Hut’s hot dog stuffed crust pizza. These items are so popular that they have become the subject of public conversation, myth and parody. For smaller operations, daily specials can help move the needle in a comparable way. There are a lot of ways to utilize scarcity marketing. Using coupons can boost sales. Likewise, you can introduce time into your online purchases by showing the user that they only have a set amount of time to make a reservation or get on a waitlist. Listen To Your Competition Knowing your competition can fuel your own branding ideas; in the marketplace of ideas, there are really no bad ideas, just bad execution. Watch how your competition markets, and respond accordingly. Learn from the mistakes of others, and if something works, determine if that tactic is something you can build on with your own brand. Beyond that, you can build marketing campaigns that work in response to other businesses if you want to develop friendly competition. Have Fun Marketing is a lot of work in an ever-shifting world. What works today may not work tomorrow, so when in doubt, find ways to have fun with what you do. Want to engage millennials or Generation Z? Look to ideas like the “unhappy meal” or to the personality behind the Wendy’s Twitter account. Put together competitions that encourage community-building that might brighten someone else’s day. Whatever you do and however you do it, remember that satisfying your customer is integral to building loyalty and securing repeat visits. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/09/18/marketers-should-consider-breaking-these-four-unwritten-rules-of-b2b-branding/
Marketers Should Consider Breaking These Four Unwritten Rules Of B2B Branding
Marketers Should Consider Breaking These Four Unwritten Rules Of B2B Branding Business-to-business branding has a bad reputation. And for good reason. Over the years, business-to-business (B2B) marketers adopted a set of unwritten rules, which most companies abide by without giving them a second thought. The result? A world of nearly identical-looking brands, all meant to be easy on the eyes and polished enough to avoid upsetting anyone — yet entirely lacking life and personality, let alone the ability to evoke emotional reactions like delight, a healthy laugh or the urge to share with the world this gem of a brand. In recent years, I’ve been fortunate to work for B2B brands and bosses who have afforded me the liberty — no, the imperative — to break these unwritten rules of B2B branding and create an unconventional brand that commands attention and fandom. My team and I received overwhelmingly positive results when we broke these four unwritten rules of B2B branding. Rule 1: Invest All Your Initial Budget In Demand Generation Your budget is limited in a company’s early stages, so it should all go to demand generation to bring in some business. You can worry about building a brand later, once you raise more money, right? You might not get that chance to raise more money and build a brand later if you don’t start doing it early. My experience has made it crystal clear to me that brand building and demand generation have a symbiotic relationship. A strong brand people want to do business with will increase demand generation, and more customers means more raving fans and brand ambassadors. Why would you give up half of that virtuous cycle? Rule 2: B2B Brands Should Be Serious If you don’t look, sound and act seriously, how will anyone take you seriously, let alone consider you an authority on your subject matter, right? Follow this advice, and you might end up with the brand equivalent of a Miami retirement home. Yep, that exciting. You can take your work seriously without taking yourself and your brand too seriously. Let your hair down. Unbutton that collar. Don’t stress about making everything perfect. Just get it out there. Be witty. Have fun. Be funny. Do your brand’s leaders really want your sales team to be seen as stuffy consultants sweating in their suits? I prefer to be a friendly helper in comfortable jeans and a Batman T-shirt. Who would you go to for help with your business challenges? Rule 3: Become Better Than Your Competition Look at what others are doing and figure out how to do it better, and you win the game, right? To really get noticed in a crowded market, you can’t just be a little bit better. You have to be 10 times better, which is really hard to pull off. A better strategy? Be different. Different is better than better. Look at what everyone else in your field is doing, and then go do what no one has dared to do yet. In my opinion, it’s even better if it’s polarizing and some might hate it. By simply being different, by definition, you’re already the best at what you’re doing, not fighting to be marginally better than someone else. I’ve been there myself, thinking, “We’re a young, unknown brand. Maybe if we dress up our website in ‘serious’ colors like blue and gray and make everything look polished, folks will think we’re a serious brand.” But that’s precisely the recipe for evoking yawns. You want visitors to stay on your site? Entertain them. Annoy them. Make them think, “Why is there a dog on this login page?” Forget the blues and grays, and use unorthodox colors like pink, yellow, orange and purple. Ditch the stock imagery (please, do that) in favor of commissioned photography, cartoons, artwork, animals, monsters or aliens — anything, really, that’ll stop them in their tracks and make them think “Where am I?” On a serious note, I believe the reason these bold choices work is that they convey confidence. Trying to look like everyone else is the easy path. Making a bulldog the mascot of your young B2B brand takes guts. That commands attention. Rule 4: Become A Crowd Pleaser Create a brand that everyone likes. That should maximize your reach and get everyone talking about you, right? If you’re pleasing everyone, you’re exciting no one. We take a stand on business issues and social causes we care about. We know not everyone will agree. We believe most will respect us for it and everyone will be talking about us because of it. Consensus is boring. Create a polarizing debate, and suddenly everyone will want to comment on it. My team members and I have hit the “publish” button with shaking hands so many times, worrying whether we’ll get into trouble or not — if we have gone too far this time. That is an amazing sensation, and it should tell you you’re on the right track. If you know your article is not going to upset anyone, it’s probably not going to excite anyone, either. These four unwritten rules of B2B branding are by no means the only ones out there or the only ones meant to be broken. But they’re a great start. Break them, and you’re already ahead of 90% of your peers — just make sure you have your leadership’s support to stray from the norm and create marketing that’s attention-grabbing, unique and even polarizing. To summarize our approach to B2B branding, I’ll repurpose a famous quote attributed to Oscar Wilde: “Be yourself. Everyone else is already taken.” Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/09/18/seven-customer-retention-strategies-that-drive-growth-for-mobile-apps/
Seven Customer Retention Strategies That Drive Growth For Mobile Apps
Seven Customer Retention Strategies That Drive Growth For Mobile Apps The key to mobile app success is retention, not acquisition. While initial downloads are impressive, to grow, brands need users to continue to uhe keyse their apps. While the concept is easy to understand, I find that a company’s original instinct is often to get more users. Acquisition is always a goal, but it’s time to make the change to focusing on retention. It’s no surprise that it costs more to gain a new customer than it does to keep an existing customer. But in addition to that, I’ve found existing customers tend to spend more, which is why increasing customer retention efforts can ultimately increase your profits. With the “why” of customer retention efforts spelled out, your focus should be on the “how.” Tips To Drive Mobile App Retention Rates Retaining customers is about getting them engaged and keeping them engaged. From onboarding to post-purchase, you’ll need to keep your mobile app users interested throughout their journey. Start with these tactics: 1. Create a low barrier to entry. Your mobile app needs to appeal to even the least tech-savvy customers. Your onboarding process has to be smooth, simple and effective enough to ensure users understand your mobile app well enough to continue using it. What happens to mobile app designs that focus too much on complicated features that only a small portion of customers use? Churn. Start with a basic, easy-to-navigate app so you can compete successfully in your industry and focus on customer retention. 2. Increase personalization. Today’s mobile app users have evolving expectations, and your job is to determine what they are and then deliver a carefully tailored experience for each user. One-on-one marketing first requires a foundation of analysis. Aim to understand your customers’ real-world traits, behaviors, likes, dislikes and activities. Where are they most receptive and available? How do they prefer to receive product recommendations? How do they contact customer service? Research their channel preferences, whether they be in-app messaging, texts, emails or push notifications. 3. Add community integration. With a few exceptions, I’ve found that mobile app users want a community space, not a solo experience. Consider integrating features such as forums, maps, check-ins, events and the ability to share photos, videos or even podcasts to help users connect through the app’s virtual community. 4. Offer five-star customer service. One of the most important factors driving customer repurchase or recommendations is customer service. Providing superior help pre-purchase and post-purchase — or just fielding questions in a helpful and timely manner — can significantly improve customer loyalty. Ensure your customer service hits all touch points and provides multiple channels, from live chat and email to texting and phone, to appeal to a variety of users’ preferred methods. 5. Get specific. Beyond the basics of demographics and product preferences is granular audience segmentation. By grouping users based on the frequency, recency and monetary value of their actions, or based on psychographics (e.g., values, interests, attitudes, personality traits and lifestyles), you can better target your marketing to the “why” that compels the “who.” 6. Reward loyal users. Your best brand champions aren’t just buying more frequently and spending more; they’re advocating for you. Run campaigns that show them you care and appreciate them. Good loyalty programs can also convert one-off shoppers into repeat customers. 7. Learn from your data. Although analytics comes into play with customer acquisition, retention requires even more data-driven marketing. Because you can’t improve what you can’t measure, your user experience won’t get better if you don’t make changes to satisfy your audience. Consolidating your marketing technology (martech) can help you process large amounts of data quicker, making your analysis efficient and insightful, which, in turn, can help make your marketing more effective. Reallocate some of your marketing budget from customer acquisition to customer retention. By zeroing in on high-value customers and improving your user experience, you can put the focus on retention and increase your mobile app success. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/09/30/where-is-product-marketing-or-portfolio-messaging-in-your-organization/
Where Is Product Marketing (Or Portfolio Messaging) In Your Organization?
Where Is Product Marketing (Or Portfolio Messaging) In Your Organization? In recent years, product marketing has shifted focus from product to portfolio (product, industry and solutions). With a wide range of roles and responsibilities, when I ask other teams what product marketing management (PMM) does, I get a unique answer, depending on the scenario. We still have a lot of work to educate and build awareness on how and where PMM adds value to the company. This led to the million-dollar question: Does it matter where PMM sits in the organization? To start, we need to identify the gaps, redefine PMM and provide role clarity, since everyone has a different definition for what PMM does or should focus on. Company Culture Reviewing the Product Marketing Alliance’s 2019 “State of Product Marketing Report,” which surveyed 609 product marketers, it seems to depend on the business need and maturity of the company. Modern, innovative companies have product marketing in the product organization (reporting to the chief product officer) to better align initiatives for the product roadmap, messaging and launches. The report found that “Most product marketers work at product-first companies (54%), but some also work for sales-first (34%) and marketing-first (5.1%) companies.” Role Clarity Many startups begin by hiring a product marketing manager to get things off the ground and to build awareness since this role can easily navigate and prioritize multiple projects. A product marketer can wear multiple hats and will often do whatever it takes to make the project a success, including taking on responsibilities to fill the gaps that exist in the organization. The role clarity is crucial as the organization scales the marketing execution and product management teams. As the company grows, this role shouldn’t have to do it all. According to the aforementioned report, product marketing’s No. 1 priority is messaging and positioning, followed by product launch management. Considering that most of the surveyed companies have five or more products, it is no more about a product, but a shift toward persona-led go-to-market (GTM) strategy, which includes product, industry and solutions. Are we doing justice to our role by naming the team product marketing, which means nothing and everything to folks depending on who you ask? I find the conversation on both sides of product marketing is as follows: • When you ask the product team: “We are marketing, responsible for presentations, sales collateral and website updates among other responsibilities.” • When you ask the marketing team: “We are product, responsible for product updates for public relations/analyst relations, sales enablement and translating the complex features to simple value-based outcomes, to name a few things.” Just as we are responsible for helping the company position the platform/product/solutions, it’s time we did the same for our own role and provide clarity. Our role is “portfolio messaging,” and all of the activities are an outcome from messaging and positioning. We are the voice of the market and for our customers, helping solve customer pain points as their trusted partner to achieve accelerated business outcomes. PMM is an extremely cross-functional role, at the core supporting business initiatives across product, marketing and sales. There isn’t a team that it has not collaborated with — from product (product management, solutions and user experience) to marketing (demand generation, corporate marketing, social media, content marketing, partner marketing, field/regional marketing), sales and sales enablement, and partner and business development. Product management is our digital twin with our shared goals and objectives. Sometimes teams look to product marketing for content/asset development. If the organization has a content marketing/editorial team, it’s their focus for content development, and we contribute to their efforts with thought leadership and messaging/positioning across product, industry and solutions. A few things to consider next time to help prioritize efforts: • Am I helping to fill a gap today, and how long will it continue? • Is this a priority across the company, or is it a siloed project? • Is this the best use of time and effort, or is it better suited elsewhere? • Is this 20% effort for 80% results, or 80% effort for 20% impact? • We all have the same amount of time in a week; the focus will help drive clarity. Success Metrics How do we measure success for PMM? Since our efforts are not directly tied to marketing qualified leads (MQLs) or opportunities, how can we measure influence with key performance indicators (KPIs)? One strategy is to create a PMM dashboard that will help focus your time with 20% effort for 80% results. Objectives and key results (OKRs), which I recently spoke about, help to prioritize efforts and should be listed in an internal space to provide transparency on your initiatives. Product marketing is key to finding the balance between customer, product, sales and the market. Persona mapping with a focus on function and industry is important to identify the right personas in the buyer’s journey and provide a personalized, integrated marketing program, not a one-size-fits-all approach. You need to keep it simple so everyone understands and can articulate the value. PMM has a role to play in the product roadmap to help influence and share the voice of the market. Using a unified platform serves different business needs and PMM can help articulate the value as compared to feature functionality (or price war). Using competitive intelligence is key to gaining a pulse on the competition at all times with dedicated resources. All of these efforts drive the GTM strategy for new markets, can increase cross-sell and upsell opportunities, and retain existing customers. Everything’s on fire and everyone’s project is a priority. PMM has always been filling in the holes, but it’s time to step back and identify the top cross-functional priorities that will drive revenue and allow the portfolio messaging team to focus on messaging/positioning. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
2e425fa748ff744376f989ad92e02ca1
https://www.forbes.com/sites/forbescommunicationscouncil/2019/10/01/the-brand-pr-relationship-is-evolving-and-the-industry-needs-to-adjust/
The Brand-PR Relationship Is Evolving, And The Industry Needs To Adjust
The Brand-PR Relationship Is Evolving, And The Industry Needs To Adjust I’ve hired and worked with more than a handful of public relations agencies over the past 15 years. I fired them all within a year or so. It’s not that they were bad. Quite the opposite. They all came highly recommended. Some of the best in the industry. They were doing their best, but I believe it’s the typical public relations (PR) model that’s broken — or at least in need of evolving. The market has moved on and, based on what I’ve seen, the PR industry has yet to adjust. Last time I had to say goodbye to a PR firm we hired was a couple of years ago. They went through all the motions we’d come to expect: biweekly update calls on media outreach and stories they were developing, checking in with us to see if we had some exciting news that reporters would be interested in hearing, and explaining that a few of the stories we were hoping to get published weren't going to happen because the reporters they had pitched to simply didn’t find them compelling enough. The more I thought about it, the more inefficient it felt to me. I had three different resources reaching out to an overlapping list of influencers pitching our stories: our PR firm, our internal marketing content team and our search engine optimization (SEO) firm as part of its backlink-building efforts. Inevitably, this caused embarrassing conflicts when two or more of them reached out to the same influencer, making us appear unprofessional. On several occasions, our PR firm came back empty-handed after weeks of pitching what we thought was amazing content. Frustrated with our content work potentially going to waste, we decided to post it to our social media channels as a last resort before throwing it into the trash bin. Then, something amazing happened. Our followers on social media took interest. A lot of interest. They started liking, commenting and sharing our content. They tagged their friends, who, in turn, started engaging with our content. When all was said and done, we had a few thousand people engage with our content piece — the same one we were told couldn’t be published for lack of reporter interest. Then it hit us: With the direct audience and influence we were quickly gaining on social media, we could publish our own content directly and get immediate feedback from our followers and their friends. This would also allow us to go from ideation, through content writing, to publication within hours, not weeks. It was time to part ways. As friends. Really, it wasn’t their fault. They were doing what they had always done. It just wasn’t working for us anymore. Since then, we’ve been our own content ideators, writers, editors and publishers, publishing on our own social media channels and on guest blogs we are frequently asked to contribute to. Our content has received millions of views and many thousands of interactions on social media. Through it, we have built an undeniably strong brand in our space. Time For A PR Evolution Reflecting on these experiences, I envision PR firms evolving in at least three different ways to keep up with brands’ needs in 2019 and beyond: • First, I believe they’ll start focusing on business outcomes and results, not on metrics like print placements. Our board of directors cares about last quarter’s revenue, not how many times our brand was mentioned in trade publications. It’s high time PR firms cared about the same things. • Second, a PR firm should feel like a natural extension of an internal marketing team — showing up to critical meetings, providing useful insights and truly understanding how they fit into the bigger picture. This is very different from the traditional biweekly update meetings that tend to position PR as an isolated effort. • Third, to be a modern-day PR firm, it’s no longer relevant to focus on traditional print media alone. Firms absolutely have to be well-versed in new media channels like social networks, podcasts, gaming and other emerging opportunities. A robust PR strategy will inevitably be comprised of a clever combination of earned, owned and paid media and a mix of traditional and new media channels. But PR firms cannot carry all the blame for a failed brand-PR relationship; a brand must assist a firm in understanding its needs and what it hopes to gain. Marketing And Communication Teams Can Help To Improve Brand-PR Alignment • First, set clear objectives for your PR efforts. Are you looking to recruit 100 employees this year? Sell to 25 enterprise customers? Raise $10 million in funding? If you don’t know what business goals your PR efforts need to support, chances of them getting it right are slim to none. • Second, you need to figure out your brand’s story and narrative. No one knows the origins, DNA and future plans of your company better than you do. If you can’t clearly articulate them, how can you expect your PR team to deliver on your communications objectives? • Third, communicate what PR success will look like for your brand. Has the PR firm you hired demonstrated success on similar goals with other clients? If you’re expecting to become a hit on social media, a PR firm that specializes in traditional print publications probably isn’t going to get you the results you’re looking for. I haven’t given up on PR yet. In fact, we just signed on with a new PR firm that seems to understand the new world we are living in. They are getting into the weeds of our business goals and working with our digital team members to achieve them in an omnichannel, concerted effort. It’ll be a few months before I can report on results, but one thing is clear: The traditional PR model needs to evolve with the industry to continue to serve its clients, and brands and firms must work together to achieve success. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
49cc9c2367e9f8acf23eefb6437acdb4
https://www.forbes.com/sites/forbescommunicationscouncil/2019/10/17/why-chatbots-should-be-part-of-your-crisis-communications-plan/
Why Chatbots Should Be Part Of Your Crisis Communications Plan
Why Chatbots Should Be Part Of Your Crisis Communications Plan Back in 1966, the first chatbot, Eliza, was created by Joseph Weizenbaum at MIT. Eliza operated very simply and ran scripts imitating a therapist. Users would input words to Eliza's system and Eliza would use those words to choose a prescripted response. While Eliza certainly wasn't up to handling the complex tasks of today's chatbots, the idea that people could interact meaningfully with chatbot technology kicked off nearly 60 years ago and remains a viable communication process today. In fact, on Facebook alone, there are reportedly 300,000 chatbots currently active and more than eight billion messages are exchanged via chatbots every month. Chatbots are really important. I get it, you get, the business world gets it. So why write this article? It's simple. Chatbots are being deployed by the thousand in business-to-business (B2B) and business-to-consumer (B2C) companies as customer service agents, sales support agents and booking agents. In fact, according to "The 2018 State of Chatbots Report," 27% of U.S. adults are ready to buy basic goods from a chatbot. I've found that today's deployment of chatbots often ignores one important opportunity, however: using them as a tool in crisis communication. I believe chatbots can provide some of the most human and organizational good when used for this purpose. People may seek chatbots during a crisis — let them know how to find it. Interestingly, the most-predicted use case by survey respondents in "The 2018 State of Chatbots Report" was "to get quick answers in emergencies." Thirty-seven percent of respondents cited that as their primary predicted use of chatbots in the future. During a crisis, it's tough to predict exactly where all members of affected audiences will look for information. To deploy chatbots with the highest level accessibility and use, I recommend creating multiplatform chatbots that can plug into websites, social media pages and dedicated FAQ pages — accessible on both desktop and mobile. Then, in order to funnel visiting traffic through the chatbot, set the chatbot to pop up on any page it lives on and prompt visitors to ask it questions. This tends to establish the chatbot as a quick and accurate resource and drives a significant number of questions Chatbots can help your organization control message volume. During times of crisis, organizations can be inundated with calls, emails, social media messages, etc. The more people affected by the crises, the more communications an organization needs to be prepared for. However, I find that most organizations are not equipped with the resources necessary to handle the increased volume of messages. By integrating chatbots into your crisis response strategy, you can handle nearly unlimited amounts of traffic and conversations. A multiplatform bot can relieve immense amounts of pressure on your internal team, which can free them up to actually manage the crisis. It's important to remember, though, that chatbots cannot answer all questions sent your way. Typically, I advise organizations to build in escalation prompts where a user can request access to a communications representative. Then, build the functionality into the chatbot to email specific representatives when those access requests come through. Leverage your chatbot to ensure message accuracy. In any crisis, accurate information is one of the highest priorities. Through the course of most crises, facts change, updates happen and key publics need different messaging. If one set of messaging is released in the morning, but things change that afternoon, how does an organization ensure people get the update? While churning through message and call volume, how does an organization make sure all messengers give accurate messages 100% of the time? One of the biggest mistakes organizations make in deploying chatbot technology is failing to assign someone to keep the message bank up-to-date. Chatbots can be programmed with a bank of accurate information that can be updated at all hours of the day. Recently, I worked with an organization dealing with a crisis that had significant public attention. The company's chief information officer had media briefings twice per day, and I worked with the team to update their chatbot's message bank at each briefing. By making updates regularly, chatbots can present information properly 100% of the time, with 100% accuracy. Send push notifications when immediate updates are necessary. In some crises, it is vital for affected publics to receive updates instantly — not just at predetermined briefings or through social media. Consider the wildfires in Utah last year. With multiple cities affected by multiple fires, local sheriffs needed to communicate with people quickly about evacuations, donations and fire progress. I was asked to come in and help, and before the day was out, we had a chatbot ready to handle important questions. However, in addition to providing up-to-the-minute accurate information to thousands of people per hour, the chatbot could also push-notify important updates to anyone who had interacted with it. Just as with any communications tool, it's important not to spam people with regular updates. Instead, save push notifications for just the most pressing updates and allow your other communications channels and the chatbot's information bank to serve less-pressing updates when requested by individual users. What's the takeaway? Stop looking at chatbots as a nice addition to your crisis plans and start looking at them as a vital part of your crisis communications strategy. They can enhance your human team's efforts, and in a time of crisis, you will want to leverage every advantage you can get. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4cfc1bacc06edad02c80de7cc15e7087
https://www.forbes.com/sites/forbescommunicationscouncil/2019/10/17/why-marketers-make-great-customer-success-managers/
Why Marketers Make Great Customer Success Managers
Why Marketers Make Great Customer Success Managers At Salesforce, we’ve built a business around helping our customers find success. This is based on a simple principle: If we don’t have successful customers, we can’t have a successful business. We’ve integrated this principle into our very structure, establishing the Salesforce Customer Success Group to ensure that our customers get the value they expect from our products and services as quickly as possible. In my own experience as a product and campaign marketer, I’ve noticed something interesting: Marketers usually make excellent customer success managers. This has become a guiding idea for us, and here are four reasons why: Both have product and industry expertise. We’ve all dealt with company representatives who were pleasant and professional, but couldn’t understand our problem or help us with what we needed. A customer success manager is more than a cheerleader or advocate for your customers. Their role is to help new and existing customers get the value they expect from the products and services they buy as quickly as possible. To do this, customer success managers must have nuanced knowledge of both the product their customer is using and the industry they’re using it in. Customer success managers with marketing backgrounds already understand the ins and outs of the products their customers use. They’ve dedicated years to learning their customers’ language and developing campaigns that speak directly to their needs and pain points. This knowledge is invaluable when it comes to solving problems and delivering value for your customers. Both understand the customer experience and why it is important. In the last decade, the marketing industry has seen a major shift toward personalization and the importance of the customer experience. We have seen through our company’s “State of the Connected Customer” research that the demand for personalized experiences continues to rise. Our 2019 edition of that report, which surveyed 8,022 people, found that 84% of customers today say the experience a company provides is as important as the product it sells. Marketers understand this. Customer success management is the continuation of a thoughtful, personalized marketing journey. Customer success is all about extending a fantastic buying experience beyond the sale, cultivating an active relationship with your customers and ensuring that they have the resources and support they need to achieve the value they expected when they bought your product. Think of customer success as a step beyond content marketing, which is about giving your audience helpful content and resources they can use to make informed buying decisions. Your customer success management should give them the tools and support they need to be successful once they’ve made a purchase. Customer-centric marketing and success management must come together to give customers a single, seamless and exceptional experience with your brand as a whole. Both build and maintain customer relationships. The rise of the internet and online shopping has opened the door for businesses of all sizes to connect with customers everywhere. Businesses today are more accessible, and in turn, customer expectations are often high. In today’s hyperconnected world, where seemingly any product is available to anyone at any time, I believe customer loyalty is one of the most important metrics a business can measure. In many ways, the roles of marketers and customer success managers are similar. Both are responsible for building and maintaining loyal customer relationships. Both recognize the importance of listening to their customers and understand how to speak their language. And both understand how important personalized experiences are for building authentic relationships. Most importantly, both have the expertise needed to understand their customers’ challenges and offer actionable solutions. Marketers must get to know their customers at every touch point using data, and then build connected, personalized journeys and relationships that inspire customers to return again and again. Customer success managers must continue to strengthen these relationships beyond each purchase. Both find creative solutions to complex challenges and lead transformation. Marketing has seen more than its fair share of transformation in the last few decades. It has adapted to the rise of e-commerce and embraced advances in data science, artificial intelligence and personalization. Marketers have had to entirely rethink their roles and how they connect to and engage with customers. Responses to this transformation have led to some of the most creative solutions the industry has ever seen, a shift toward customer-centric marketing and overall better, more delightful experiences for people. Customer success management is part of the same transformation. It also focuses on keeping the customer — and their success — at the center of everything. Customer success managers can use many of the same skills as marketers to listen to their customers and offer meaningful solutions for their unique needs. For example, a marketer might notice a certain “how to” blog is driving an unusually high amount of search traffic. This can tell them that potential customers face this particular problem and are looking for a solution. The marketer may then create an email nurture campaign and e-book on the same topic to drive new views. A customer success manager could use these same skills to observe an issue their customers commonly encounter in launching a new product and create a resource or toolkit to help new customers avoid similar speedbumps. Many businesses today understand how important customer success is for building brand loyalty and long-lasting relationships, and I am seeing more of them dedicating resources and talent to making it a core component of a larger experience. When you’re searching for a talented customer success manager, your marketing team is a great place to start. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
894d0ed9adab225025ba7fd214045681
https://www.forbes.com/sites/forbescommunicationscouncil/2019/10/21/13-effective-techniques-for-writing-catchier-more-memorable-copy/
13 Effective Techniques For Writing Catchier, More Memorable Copy
13 Effective Techniques For Writing Catchier, More Memorable Copy Brand writers need their copy to connect with their audience. To do this, their message has to be clear, concise and most importantly, entertaining. The audience for a brand's message is bombarded with so many competing images and words that a writer needs to develop killer copy that will remain in the reader's mind for a long time. The mark of a good brand writer is one who can craft killer copy that the audience will be quoting years from the day the ad comes out. To help, 13 members of Forbes Communications Council take a look at the crucial techniques that brand authors can leverage to develop catchier, more memorable writing that the audience won't forget. Members share their best tips for writing catchy, memorable copy. Photos courtesy of the individual members. 1. Write How You Speak Write in a natural way. Marketing professionals tend to get a bad rap for creating "fluff" or writing paragraphs when a few sentences will do. Aim to write the way you speak and be concise. Connect with the reader by adding personality into the content. Be weird or funny or ironic or deep and thoughtful, but be yourself! Your readers are people and value authenticity. - Cristina Garcia, impact.com 2. Pretend You're Writing To A Real Person You Know Write to one person, a real person, like your savvy BFF. Berkshire Hathaway CEO Warren Buffett writes his annual letter to shareholders as if he's writing to his sisters, Doris and Bertie. Buffett says, "I pretend that they've been away for a year and I'm reporting to them on their investment." Kill the jargon and buzzwords. Drop the mundane platitudes. Be real and authentic. - René Shimada Siegel, Connext 3. Tug At People's Emotions If you want your brand to be remembered, tug at people's emotions. Avoid the "sea of sameness" or risk getting lost in the mix. Case in point: Insurers have gone from staid, boring copy to humorous, engaging copy. Keep the message simple, emotionally engaging and relatable. People want a connection, whether it's humor or something more serious, and they're more likely to share it with others. - Jeff Fleischman, Altimetrik Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 4. Keep It Short And Sweet One succinct, clever idea can command action. Who can forget the now-famous “Got Milk?” or “Just Do It” campaigns? These weren’t long, spiritless sentences. They were short, memorable phrases that captured consumer interest quickly. Short sentences without the fluff work best. And they are easier to remember. - Marija Zivanovic-Smith, NCR Corporation 5. Establish A Connection A memorable copy is one that makes the reader feel the connection to some incident, event, experience or relation they have witnessed or are witnessing. Keep it short and creative while focusing on establishing a connection -- that's all you need. - Haseeb Tariq, Fox.com 6. Write Like A Novelist Content may be king but creativity is the reigning queen of effective copy. Surprise and delight with an unexpected opening line then tackle the rest of the communication not as a corporate copywriter but as a creative novelist who just so happens to be writing about business. Let your unique writer's voice permeate the entire message, which will always make it a more engaging, unforgettable read. - Melissa Kandel, little word studio 7. Say Something Polarizing Don't try and be a crowd-pleaser. Your messaging shouldn't be liked by everyone. If you're not annoying anyone, you're not exciting anyone, either. Aspire to be thought-provoking. To stop people in their tracks for a second take on what they just read. That's how you become memorable. - Udi Ledergor, Gong 8. Don’t Copy The Copy The best copy we all remember is original and unique. Don’t try to replicate a successful campaign or go after trends and jargon. It dilutes the messaging and ceases to be authentic. Use fewer words but make them count -- go back to the basics. - Preeti Adhikary, Fusemachines Inc. 9. Lead With A Benefit Statement As a marketer, your goal is to solve a consumer problem or need. One of the best ways to catch consumer attention is to lead with a benefit statement that highlights the payoff for using your product and then provide the feature(s) that solves their problem or need. In the era of swiping and clicking, make sure to keep is short, catchy and to the point! - Andrew Stephenson, NewAir Compact Appliances 10. Don't Try to Sell Focus less on "selling" with copy and more on engaging. Marketing copy, especially taglines, shouldn't be about what you want to get across, but rather about delighting the reader. Too often, marketers view copy as a sales pitch and not as an opportunity for revealing their brand -- whether that's by infusing a little humor, speaking more casually or demonstrating thought leadership. - Amanda Hinski, Frost Valley YMCA 11. Stick To What The Brand Is All About Copy that is catchy and true to the brand’s image and personality will resonate most with your target audience. Copywriters should know the brand inside and out before writing anything. Align with pop culture only if it builds your long-term equity and is not just a quick short-term tactic to gain attention. Copy has to stick with your brand and outlast any phase or trend. - Brian Chew, OC Wills & Trust Attorneys 12. Don't Filter Yourself Don't filter yourself. Just get it down on paper and don't hold back. To get my train of thought going, I even walk around and talk out loud. After all, there's a reason it's called "arriving at an idea" -- it takes a journey to get there. Not even genius copywriters write compelling copy off the top of their heads; they reject 99% of their other ideas first. - Jacqueline Phillips, amoCRM 13. Bring In Guest Writers I find one of the best ways to keep content memorable and unforgettable is to not have tunnel vision with just in-house resources. Different perspectives can bring a whole new way of looking at things. Sometimes I ask a guest to write something for us and see how they might see our vision. This can also spark more creativity and a little competition among writers. - James Gilbert, CloudCherry
58a18be48eddb1d400850b1b8e201e9e
https://www.forbes.com/sites/forbescommunicationscouncil/2019/10/22/why-branding-should-be-your-smbs-competitive-advantage/
Why Branding Should Be Your SMB's Competitive Advantage
Why Branding Should Be Your SMB's Competitive Advantage Want a simple and straightforward way to beat the competition in your local market? Easy. Start investing in brand marketing for your business. It doesn’t matter if you're a dentist, lawyer or plumber. Chances are, you're like most local service businesses — you're probably not doing enough to drive brand recognition for you and your business in your local market. Why do brand marketing in the first place? Brand marketing is how you occupy permanent real estate inside a customer's mind. It's how your name becomes the first one people think about when they're in need of your particular product or service. Brand marketing is why when I say "soda," you think of Coke. It's why people say, "I’ll just take an Uber," instead of "I'll just take a rideshare." It's why the word "tissue" is often replaced with the word "Kleenex." Brand marketing is why companies like these tend to outsell their competitors. Yet, in spite of the abundantly clear benefits, few small and medium-sized businesses (SMBs) give brand marketing a chance. Instead, I find that they rely too heavily on referrals and direct-response tactics (advertising in the yellow pages, direct mail, couponing, fliers and brochures, pay-per-click advertising, social media advertising, etc.) to drive leads. The reason why is easy to see: Direct response marketing is straightforward. It's measurable, trackable and powered by a clear call to action. The results are black and white: The campaign either generates a return on investment (ROI) or it doesn't, end of discussion. But brand marketing isn't black and white. It isn't really measurable, per se. It's based on the perception and feelings people have when they think about a company, its services or its products. This reality is why it's easy for cash-conscious local businesses to overlook the merits (and critical importance) of brand marketing. Now, I'd like to shift the conversation a bit and talk about how to implement a brand marketing campaign without burning through cash that will result in more local recognition, leads and business. Step #1: Establish a compelling brand vision for your company. Your brand's vision is your North Star. It answers the question: "What do we want to be in the future?" Consider Amazon.com's brand vision at the time of its launch: "To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online." Step #2: Establish your brand's mission. Your brand's mission should complete this sentence: "What we strive to do and achieve every day is ... " It should be aspirational and motivate your employees to strive toward your vision. Here's a great example of a clear mission statement by the Make-A-Wish Foundation: "Together, we create life-changing wishes for children with critical illnesses." Step #3: Establish your brand's values. Your brand's values simply answer the question "What’s most important to us?" As an example, consider the values statement of Starbucks Coffee: "With our partners, our coffee and our customers at our core, we live these values: Creating a culture of warmth and belonging, where everyone is welcome. Acting with courage, challenging the status quo and finding new ways to grow our company and each other. Being present, connecting with transparency, dignity and respect. Delivering our very best in all we do, holding ourselves accountable for results. We are performance-driven, through the lens of humanity." Step #4: Communicate your vision, mission and values to your team on a regular and ongoing basis. This is how you clarify what your brand stands for and get your team on the same page. It's the only way to transform your brand's vision, mission and values into a source of inspiration for your employees. But most importantly, it's the only way to ensure your company offers people a congruent customer experience no matter where they encounter your brand. Step #5: Establish a unique position in the market. Find the "white space" in your market, the mental real estate that isn't already claimed by a dominant competitor in your field. Is everyone you compete with focused on being the low-price leader? Then focus on marketing your quality, service or speed. Find your white space, grab hold of it and don't let go. Use it in all your messaging going forward. Step #6: Refresh your brand identity to reflect your vision, mission, values and positioning in the market. Your brand identity includes every visual aspect of your brand: your logo, your website, your business cards — all of it. In refreshing your brand identity, you will clarify and reinforce who you are, what you stand for and where you're going in the years ahead, making it easier for your company to lay claim to the mental real estate you're looking for. I’ll leave you with a final note. If you aren't working to build your brand, you're exposing your company to competitive risk (remember, direct-response marketing isn't brand marketing). A smart, strong investment in brand marketing today will, over time, position your brand as the first and best resource in your market. Don't allow your competitors to figure out the true ROI of brand marketing before you do. Don't let them steal that all-important real estate in the collective consumer's mind from right under your nose. So, as they say, the two best times to plant a tree are 30 years ago and today. If you aren't investing in building your brand in your local market, now's the time to get started. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
440ed991268aaeecf9489bd138a7dbfd
https://www.forbes.com/sites/forbescommunicationscouncil/2019/10/28/including-women-on-your-board-of-directors-creates-a-mix-of-thinkers-for-the-digital-age/
Including Women On Your Board Of Directors Creates A Mix Of Thinkers For The Digital Age
Including Women On Your Board Of Directors Creates A Mix Of Thinkers For The Digital Age Boards of directors — for corporate enterprises, charitable organizations, professional societies — play extremely important and responsible oversight roles. The way I see it, they are positions women should aspire to as they provide the opportunity to analyze and validate the strategy of an organization, broaden their business perspective and make them better professionals and leaders within their own organization. Female board members are far from the only beneficiaries of this leadership opportunity, however. The Digital Age Calls For A Multi-Lens View The positive outcomes realized by organizations stem from the guidance they receive from a rich mix of thinkers on their boards. The digital age requires leaders to continuously analyze how the various aspects of their businesses intersect. That necessitates a multi-lens view of the organization. Therefore, intentionally bringing qualified women into this space adds a level of richness to the board’s approach. Not only does this mix of thinkers generate a diversified way of looking at issues, but it also avoids the potential for the development of an innovation-stifling echo chamber. Across many industries, there is growing acknowledgment that legacy organizations need a different kind of thinking to go faster than they’ve ever gone before. What’s more, consumers are empowered through at-my-fingertips technology to choose market newcomers. To combat these market pressures, traditional providers have to shift quickly away from command and control leadership. They have to make courageous choices, and that calls for more voices at the table. Female Leaders Bring Competencies From Critical Thinking To Empathy Beyond lending an alternate viewpoint, I find female leaders tend to be extremely skilled developers of high-performing teams, which may be due to strong competency around communication and critical thinking. Equally powerful, however, are talents like activating empathy and creating a safe and respectful workplace made up of those from different backgrounds, all working together in the pursuit of a singular strategy. The latter of these is especially important for attracting younger workers who say they want to be a part of something people are building together (subscription required). In my experience, women are superior dot connectors. They are exceptional at learning what brings out the best in different types of people and finding ways to show them their distinct purpose in pursuit of the larger vision. This is so important in the digital age, where top-down, hierarchical corporate cultures have given way to flatter, more collaborative and agile working environments. Taking the time to ask about and hear a team member’s individual goals is just the beginning. I believe it’s the caring and the mobilizing resources around what they learn from their team members that makes all the difference. These are assets women can bring to enterprise directorships, in addition to their roles in management. Diplomacy And Doing Diplomacy is another strength of many of the women I’ve worked alongside. Conflict in business is not only inevitable, but it’s also preferable. We want healthy disagreements because they spark new ideas and plant the seeds for the growth of entirely new mindsets. Female leaders often take the time to work through conflict rather than shut it down. They are viewed as having a strong desire to find compromises and do so in a way that ensures everyone contributes to the ultimate strategy. Without female leaders at the highest levels, it’s difficult to make these kinds of cultural shifts, which we know is necessary for achieving relevancy with today’s consumers. Women are also big-time doers (subscription required). If they see something that needs attention, they give that attention — sometimes to a fault. When I first started serving on boards, I wanted to solve more problems than the board was expected to. Through experience and mentorship, however, I learned to channel my desire to get my hands dirty in more strategic ways. That passion is an attribute I share with many professional women. It’s a massively untapped resource. Steps We Can All Take To Grow A Great Resource Of Human Talent The great news is the lack of female board members in many industries is a solvable problem. Everyone has a role to play in ensuring our economy gains all it can from dynamic women willing to lend their talents as enterprise directors: • Aspiring female board members must share their desire to contribute with people in a position of influence. Be bold. Let somebody know what you have to offer and how you’re willing to invest in your own development to become the most effective advisor. • Nominating committee members can be more intentional about identifying and encouraging female leaders to apply for consideration. Don’t be afraid to look deeper within the organizational charts of employers in your area to find individuals who have not yet advanced to the C-suite. • Hiring managers, too, should be focused on eliciting applications from strong, diverse talent. Until we have more females in the C-suite, we likely won’t see much change at the board level. Boards are most often built through executive networks, which today lack a representative number of women. • Female executives have a duty to share what they have learned throughout their careers with their colleagues. If I can make it easier for others to achieve individual wins faster than I did, that’s a privilege I’m honored to have. Ladies, lifting each other up is one of the fastest ways to scale your abilities. It’s predicted that North America won’t achieve gender parity for 165 years. As a stubborn optimist, I have a hard time letting predictions like that influence my belief that change will be far more rapid than that. The global economy is in the throes of tremendous transition, and a leadership resource adding up to about half of the world’s population is available to meet the challenge. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
15d2a8365cb2ed0f70646cdbdfa0ef43
https://www.forbes.com/sites/forbescommunicationscouncil/2019/10/28/where-to-begin-when-communicating-with-your-employees-during-emergencies/
Where To Begin When Communicating With Your Employees During Emergencies
Where To Begin When Communicating With Your Employees During Emergencies Natural disasters. Lockdowns. National emergencies. Disease outbreaks. Given the constant barrage of ominous and threatening headlines as of late, it begs the question: What role, if any, does a company play in communicating with employees during times of crisis? A big role, actually. Because for many of us, a large chunk of our days are spent at work over a lifetime — roughly one-third, to be exact. As writer Annie Dillard wrote, “How we spend our days is, of course, how we spend our lives.” So, given that we spend our lives at work, I believe companies shoulder a great responsibility in communicating with employees and clients during emergencies. But any communication is better than bad communication, right? Well, not exactly. When Communication Goes Wrong Consider the case for Cisco Systems when Japan faced a magnitude 9.0 earthquake and subsequent tsunami in 2011. The company struggled to contact its 1,400 employees with timely information, reportedly taking more than a week to locate all of its area employees to confirm their safety. Or consider the Boston Marathon bombing. Countless employers struggled to notify employees that they didn’t need to come into the office. Many companies emailed their “everyone” lists. And anyone who’s ever sent a mass email or newsletter knows one thing is certain: Not all emails will go through. What can be done to circumvent such technical issues and irregularities? Getting Communication Right The first — arguably most critical — approach to emergency communication is proactivity. Having a communication execution plan in place before a crisis strikes can be the difference between life and death. But this takes planning, preparation and rapid execution. Following the devastation in Japan, Cisco reportedly implemented a sophisticated emergency notification system with updated rosters of employees and various methods of two-way communication, which included work, home and mobile phones, work emails, and texts so employees could let their employer know if they were safe or needed help. Additionally, Cisco now has a plan for providing updates to employees using internal websites that can instruct employees on what to do during emergencies and how they can contribute to relief efforts. For us at Vector Solutions, as Category 5 hurricane Dorian approached Florida this summer, our executive team based in Tampa consulted our business continuity plan and sprang into action, communicating daily with employees through several channels, including email, automated mass text messages, social media, company intranet postings and emergency blog updates. Plan Your Work. Work Your Plan. Still not sure where to start to create and implement an emergency communication protocol before disaster strikes? Consider these four steps: 1. Go Mobile: Text messages (SMS) are often the most effective and time-sensitive means of communication, especially if employee emails are accessed only by intranet. Text messages disseminate timely information quickly, in real time and directly into someone’s hands. 2. Create A Crisis Management Team: Designate a team of more than one or two people who can access and activate the emergency communication system. And, as noted above, be sure it isn’t a system that requires a local area network (LAN) connection. 3. Seek To Improve: Once a crisis has been averted or addressed, identify areas where your emergency communication system could improve. Maybe the employee communication database wasn’t entirely accurate or updated. Maybe what was communicated could’ve been expressed differently or better. Whatever the issue, find it and address it. 4. Be Empathetic: To the last point, remember that emergency communication isn’t an exclusively technical process. You are, after all, dealing with people — people with fears, concerns and questions. When drafting communications, try to think like an employee by asking yourself, and then subsequently answering, some critical questions. These include things like: Will employees lose time off or pay during a shutdown? When should they report back to work? How is the company addressing employee safety? A little empathy and humanity can go a long way in keeping everyone safe and feeling secure. An Ounce Of Prevention Implementing an emergency communication plan is much like insurance: You hope you never need it. But all the hope in the world doesn’t change the fact that emergencies happen. Communicating quickly, often and well with employees — before, during and after an emergency — helps ensure safety, bolsters your brand and culture, and builds a community of trust among your employees. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
08dce7a95b05e0ff5208535ffa97fbf6
https://www.forbes.com/sites/forbescommunicationscouncil/2019/10/31/improve-the-ux-of-your-companys-website-in-three-ways/
Improve The UX Of Your Company's Website In Three Ways
Improve The UX Of Your Company's Website In Three Ways If you ask me, there’s no better way to grow your business than by harnessing the power of digital marketing. Most online advertising strategies and campaigns share the following objectives: • Increase brand awareness. • Acquire new prospects. • Capture interests and convert. • Retain customers. • Maximize revenue. • Efficient ad spends. While successful online advertising can drive quality traffic to your website, a poor web design will bounce your traffic and offset your conversion rate. Driving quality traffic to the site and messaging to the right audience is critical. However, bad user experience can upset customers. Without a good user interface/user experience (UI/UX) design, relevent content creative and personalized experience, it’s hard to convert even with high-quality leads. I find that improving web design is the key to improving the online conversion rate. Here are some basic tips and tricks that can take your design to the next level. Clear Navigation Navigating a website is like exploring a mall. A clear path, signage and a directory can guide you to what you are looking for in the quickest way. Same for browsing a site: The fewer clicks and steps, the more likely you will be to stay on the site and find what you’re looking for. Online navigation has a direct impact on the bounce rate and conversion rate. Provide your visitors with a good path to navigate the site and you will help to push them further through the conversion funnel. Prominent Call To Action A prominent call to action (CTA) will guide your visitors forward to the next stage of the funnel. However, where to locate your CTA requires some thought. First-time visitors are not ready for any actions until they learn about your service or products. You need to prepare them for the call to action and help form their desire for a return visit to your website. Returning visitors may be more engaged with content that reminds them of what they were interested in during their last visit. A call to action near personalized content may trigger their click. Loyal customers are often looking for convenience. They are familiar with your site and know what they need, and they want the maximum level of convenience. Identify a consistent location for a clear call to action. Avoid having multiple CTAs around the same spot. Adding visual conflict and decision points for customers will very likely negatively impact your conversion rate. Mobile-friendly It’s important to optimize your content and your website as a whole — shorter forms, a convenient checkout process, a clear navigation path, a prominent CTA, etc. In other words, simplifying your site’s UI/UX is the key. When designing for the small screen, less is more! Google’s mobile-friendly test is a good first step to benchmark your website. However, being mobile-friendly may not be enough to meet today’s market needs. Having a mobile-optimized site or a website with a responsive design will maximize your customer’s digital experience on mobile. At the forefront of any digital endeavor should be your website — the virtual storefront of any organization. It is often on the company’s site that a consumer will decide whether they are impressed with the organization’s offerings or if they would prefer to take their business elsewhere. This is why it is imperative that a website be sleek, modernized, mobile-compatible and user-friendly. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/10/31/the-future-of-tv-and-video-and-what-it-means-for-advertisers/
The Future Of TV And Video, And What It Means For Advertisers
The Future Of TV And Video, And What It Means For Advertisers There’s no question that TV looks different today than it did a decade ago. Streaming services like Netflix and Hulu have become staples in many of our homes, and more viewers than ever tune into these over-the-top (OTT) platforms instead of live broadcast TV. In general, subscription TV and OTT are growing steadily as traditional TV viewership declines, particularly among younger viewers, according to research by Nielsen. With the number of people who watch traditional TV continuing to drop, it’s safe to assume that we’re going to keep seeing changes in how people watch TV over the next decade or so. So, what does that mean for your marketing strategy? Well, it could mean a few things. When it comes to the future of TV, here are some different scenarios that could play out by the year 2030, according to research by Deloitte. And based on these scenarios, I see some ways marketers and advertisers can prepare. Scenario 1: ‘Universal Supermarkets’ In this first scenario, all video content is distributed online. Broadcasters and video content creators supply their own video streams to the larger universal “supermarket,” which is run by leading digital platform companies (DPCs). Each DPC offers a variety of niche content from its partner local broadcasters. One big shift in Deloitte’s first scenario is that broadcasters no longer get ad revenue — only DPCs do. Looking forward to how advertisers can plan for this scenario, I believe branded content will be huge. Marketers will need to partner with broadcasters to create and deliver branded content to their niche audiences. They’ll also need to allocate a large portion of their advertising budget to DPCs, which control all the ad revenue. Advertisers will need to work with multiple DPCs since they all partner with different broadcasters to deliver niche content to viewers worldwide. It has been interesting to watch the shift in TV viewership from the television to mobile devices over the last few years. To prepare for continued shifts in TV viewership, a good strategy is to allow consumers to stream content from their mobile phones to smart TVs anytime, as a lot of people are now using their mobile devices to cast to their televisions. In my experience, I’ve noticed that people tend to stay on their devices for short-form content and only use their TVs for long-form content. Scenario 2: ‘Content Endgame’ This second scenario by Deloitte imagines that large global content owners run the market. Instead of streaming through digital platform companies, these content owners have their own channels for distribution. They engage directly with advertisers to arrange sponsored content deals. This scenario still has space for smaller content creators and broadcasters. However, they will need to have unique, strongly branded content if they want to compete in a world dominated by large content companies. The way I see this scenario playing out, advertisers will likely need to partner directly with these content creators and broadcasters to deliver branded content for a focused audience. For example, advertisers could start creating episodic series featuring popular influencers. Scenario 3: ‘Revenge Of The Broadcasters’ According to Deloitte’s predictions, this scenario is perhaps the most positive for broadcasters, which have managed to secure their position within the TV/video ecosystem. They’re on digital platforms and engage directly with customers by delivering on-demand content. These direct relationships with consumers may give broadcasters valuable data and insight, which broadcasters then share with advertisers when creating advertising partnerships and deals. This information is used to create personalized advertisements, delivered within guidelines that protect consumers’ privacy For advertisers, this means partnering with broadcasters that will open up opportunities to target niche audiences with personalized ads. Marketers will need to work directly with broadcasters and allocate ad dollars to developing ads for targeted audiences. Advertisers will need to be mindful of focusing on their niche audience instead of trying to create ads that serve a wider audience. They’ll also need to have a good handle on their analytics to note shifts in trends so they can adjust their advertising strategy and adapt to the changing needs of their market quickly. Scenario 4: ‘Lost In Diversity’ In this final scenario, Deloitte researchers imagine a diverse ecosystem for the TV and video market without dominant players. DPCs partner with independent local and national broadcasters to deliver content consumers want, including local news, blockbusters and high-profile TV series. While this scenario imagines everyone doing a little bit of everything, there remains a clear divide between content distribution and production. Advertisers will be extremely relevant in this scenario. Because consumers would likely have more of an interest in content quality than loyalty to any one platform, advertisers need to allocate their budgets to a variety of platforms to reach their target audience. Advertisers may want to start by allocating their ad budget widely and then eventually narrow down to the platforms they find the most effective. Because every platform will serve a wide audience, ad content should be more general and less niche than in other scenarios. Bottom Line It will be interesting to see if any of the above scenarios comes true over the next decade. While this remains unknown, companies today can focus on what we do know: TV viewership is declining, and people are spending more time tuning into OTT and streaming TV. To stay ahead, advertisers and marketers should focus on working with broadcasters and DPCs to learn more about their viewers so they can deliver targeted ads and branded content to their audience. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
f48cae8338a12ee4766ab4bce79b2639
https://www.forbes.com/sites/forbescommunicationscouncil/2019/11/04/keys-to-using-ar-filters-to-engage-with-your-instagram-audience/
Keys To Using AR Filters To Engage With Your Instagram Audience
Keys To Using AR Filters To Engage With Your Instagram Audience When it comes to connecting with consumers on social, based on my experience, Instagram reigns supreme. In fact, about 80% of users follow at least one brand, according to data collected by the company. But as brands know, Instagram isn’t a set-it-and-forget-it strategy. Users expect fresh content, and their preferences are ever-changing. According to research by Mention, reported on by Social Media Today, video posts receive twice as many comments as image posts. In response, savvy brands have evolved their online video strategy to stay relevant. Online video content is now a mainstay brand engagement strategy. Augmented reality (AR) signals similar potential. AR digitally enhances a consumer’s experience with the real world and creates an opportunity for brands and consumers to connect more intimately. Whether it was in 2014 when the United States Postal Service used AR to bring awareness to all mailboxes, or when IKEA launched its 2013 campaign using AR to digitally display furniture in buyers’ homes, brands have been experimenting with the technology to build interactive environments for years. Until recently, however, there wasn’t an obvious low-cost, accessible way for many brands to test out AR tech. It’s now easier than ever since Instagram teamed up with Spark AR to open up its AR platform to creators. This allows any person or brand to use AR technology to create their own Instagram filter. As a brand marketer, you can create your own filter and share it on your Instagram Stories or Highlights. Anyone who follows your brand can use the filter themselves and share it on their Stories for their audience. By using your branded filter, your followers become your brand ambassadors. This means limitless reach and a door wide open for engagement. Much like brands used to dream of creating a viral video, brands can now create a viral filter. With Instagram being a premier place to engage your audience, sharing a filter can activate a crew of brand ambassadors and enable it to go viral. After creating my own branded filter, analyzing the metrics and sharing my learnings with other chief marketing officers (CMOs), I learned that making an original Instagram filter is easier than most people think, and there are a lot of talented creatives who can help. Here are some practical tips on how to get started and how to develop strategic objectives that can help you benchmark success. Don’t skimp on the creative brief. Using AR technology to create a custom Instagram filter is fun and novel. But even if you’ve decided you simply want to cultivate that “wow” factor, don’t miss the opportunity to create real brand impact. Stick to your creative brief, and be sure to consider the following: • What’s the objective? Decide whether the filter should generate brand awareness, engagement or conversions. This will help set a goal and guide your creative team. • Who is the audience? Determine which audience group you are appealing to. If your audience is Instagram followers, which subset? If you want to use it to attract new followers, will you reach them through ad spend or your existing followers? Build out a persona for this group, and capture the value you want to provide them. • What’s the tone? What tone are you looking to amplify? Is it a familiar tone for your audience, or are you test-driving? How do you want people to feel when they use the filter? Be clear on the vibe you want the filter to convey. • What’s the call to action? What will your filter enable the user to accomplish, and how does that support a business objective? Are you creating an evergreen or event-based filter? Which way is the camera lens facing: selfie-style or from the perspective of the user? Get inspiration from what’s out there: Look at existing filters on Instagram, or follow these hashtags: #effects #filter #followforfilters #instafilter #instagramfilters #sparkar #sparkarcreators • What’s the promotion strategy? The easiest thing to do is to promote it on your own Stories and Highlights. But you can also promote it with ad spend or influencer marketing. Leveraging influencers can be a great way to galvanize others and track effectiveness. Source the creative talent, and set them up for success. It’s possible you’ll have to outsource the talent to create the actual filter, and there is an abundance of talent on freelancer networks. The better your brief, the more efficient your workflow. Once you’ve secured a designer and shared the brief, collaborate on the following: • Consider how the call to action can be best achieved in the environment the filter will live (e.g., Instagram Stories) and how your users might interact with it. We know users like to send Stories and direct messages with videos and images that have filters, effects, applied text and GIFs. Discuss how well your filter complements user behavior. • Assign who will be responsible for creating the various pieces necessary for submitting your filter on the platform. There are actually a total of three files, and one of them is a short demo of your filter. All of these are public-facing and extensions of your brand, so it’s best to discuss ahead of time. Measure the results. Finally, measure your effort to determine success, extract what you learned and understand how to optimize. The platform currently tracks your filter’s impressions, captures and shares. These metrics can be combined with external links to drive conversions. This is still marketing — be clear on where your filter is on the nurture funnel and what comes next. Make it measurable, and make it part of your ongoing efforts to engage your audience. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
63b25c354e4c731ca90a5f88fa0ac405
https://www.forbes.com/sites/forbescommunicationscouncil/2019/11/14/four-tips-to-make-the-most-of-your-marketing-agency/
Four Tips To Make The Most Of Your Marketing Agency
Four Tips To Make The Most Of Your Marketing Agency We’ve all been there. You’ve identified a new project that your team needs to take on, but you have no internal resources to get it done. Maybe it’s time to turn to an agency for help. When done right, I’ve found that partnering with a marketing agency can provide rapid acceleration for a marketing organization. That’s one of the main reasons 68% of in-house marketing teams partner with an agency. But when done incorrectly, agencies can become expensive and time-consuming, putting more pressure on your internal team and stretching your thin resources even thinner. So how do you effectively work with a marketing agency to drive your business and achieve success? Benefits Of Working With An Agency It may be the case that your team doesn’t have sufficient bandwidth to take on the project, or it may be a matter of not having the right in-house skill set. Either way, the most obvious benefit of using an outside agency is the additional capacity it brings. If you have a lean team, agencies can provide extra headcount without the commitment of a full-time employee. Being able to dial up or down resources without permanently changing the structure of your team is a huge advantage. Additionally, agencies can provide valuable perspectives because they aren’t as entwined in the inner workings of your organization. An outsider’s perspective can help you avoid “drinking the Kool-Aid” and making assumptions about how the market perceives your company or solution. Agency Cautions While agencies are great for dialing resources up or down as necessary, you do often pay a premium for work. Similarly, if not managed properly, agencies can become a management burden for your internal team. That’s why it’s so important to have clear structure, ownership and management processes at the beginning of an agency-client relationship; otherwise, it’s easy for an agency to consume a ton of your internal resources (and hours) on feedback, approvals, etc. An agency will also never know your business as well as your team does. That means they may miss the mark on certain things and may require more input and guidance from your team to stay on track. To avoid this, think critically about which projects you allocate to the agency in order to best utilize their expertise and eliminate unnecessary back and forth on projects that simply aren’t a great fit. Tips For Working With An Agency If working with an agency is an approach that makes sense for your business, consider these four tips for making that relationship a success: 1. Get clear about what you’re trying to achieve before you start your search. No matter the type of project you’re starting, it’s imperative that you crisply define what you’re looking for before you begin. This will enable you to make good decisions about whether you need an agency, which agency to use and how you’ll ultimately measure success. 2. Determine if you want a specialist or a full-suite agency. Specialist agencies focus on one particular area of marketing, such as public relations, creative design or website development. These agencies provide a great depth of expertise within the given field, but if your marketing needs are more diverse, you may end up requiring the services of multiple agencies. In contrast, full-suite agencies offer a variety of marketing services, and they can be helpful if you’re light on internal team members and need an agency that can come in and quickly accelerate your marketing efforts across a number of dimensions. In addition, full-suite agencies can be more efficient in the long run because they’re already up to speed on your product and market and can, therefore, get started on new initiatives quicker. The potential flip side to that, of course, is that (depending on the size of the agency) you may not get the same level of depth within a particular marketing domain as you’d get with a specialist agency. 3. Figure out if you’re looking for project-based or retainer-based work. Project-based work from an agency generally involves a defined project scope that will take place over a defined period of time for a fixed price. This can be a good option if you have a one-time need for a project, like a website overhaul. If, however, you have ongoing needs, you may do better with a retainer-based agreement where you agree to pay a fixed amount every month, which generally equates to a certain number of hours of agency work that you can use as you see fit. With this sort of relationship, the agency should be able to flex and grow as your needs evolve. 4. Define your KPIs. Whether you’re developing a new website, launching a public relations initiative or running a paid search campaign, it’s essential to define your key performance indicators (KPIs) early on. Having these KPIs defined from the get-go will allow you to measure your success and hold the agency accountable to mutually agreed-upon goals. Achieving The Ideal Partnership With An Agency Building a successful partnership ultimately comes down to making sure your internal team and any third-party agency you work with are continuously aligned at every step. This means making sure your agency has a comprehensive understanding of your business and goals, and that your team is fully open to their expertise and can be receptive to pushback. When all is said and done, agencies and marketing teams rely on each other to succeed. And just like any relationship, ongoing and open communication is key. If you find that things are starting to feel contentious or unproductive, don’t be afraid to have an honest dialog about it. When lines of communication are open and supportive, the payoff of working with an agency can be substantial. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2019/11/20/the-importance-of-creating-a-digitally-cultured-workplace/
The Importance Of Creating A Digitally Cultured Workplace
The Importance Of Creating A Digitally Cultured Workplace I’ve given you a roadmap to success as an intrapreneur and gone over what initiatives to focus on in your first 100 days. Lastly, I want to talk about the importance of cultivating a company culture that supports a digital-first approach. At this point, you should have leadership buy-in and be well on your way to becoming a digitally cultured organization. But without some driving factor to keep the digital knife sharp, how do you maintain the edge? By cultivating a culture that lives and breathes digital. Pinpoint The ‘Why’ Digital technology influences everything. Our society has been fundamentally changed by the rise of things like mobile devices. They’ve altered the way we interact socially and are at the core of an increasingly digital shift in the nature of commercial relationships. If customer conversation is happening primarily in digital spaces, you must understand how that works. If you expanded into a new country, you’d make sure you had the capabilities to communicate in the native tongue, right? Well, digital is the new language, and it’s time to get fluent. It can’t be the job of only one person, either. Everyone in your organization needs to become conversational in digital because it affects everyone: from the accountant who now needs to pay bills via online banking or use an online payment processor, to the salesperson who traditionally picked up phones or knocked on doors but is now spending their time programming marketing sequences and sales automation tools. Lastly, it’s vital that you build a company culture and pipeline environment that attracts digitally native talent. The demand for that skill set is much higher than the current supply. Nearly every organization is looking for it. Create a culture that will draw people with these proficiencies to you so you have talent at all levels that speak the language customers want to use. Identify The ‘Who’ There are two main pools of personnel to identify during a digital overhaul of your company culture. The first is your digital natives. They’re the ones who possess cutting-edge knowledge on all the latest tools and processes. They’re tech-savvy and have enough ingenuity that, if given a vision or goal, they can take off running. As a subset of those digitally natives folks, you’ll want to identify the people who also have entrepreneurial tendencies. This unique intersection — the digital intrapreneur — represents a segment of employees who display not only digital skills, but also an ownership mentality. This unique group is composed of employees you’ll likely be able to trust to run key areas of your business. Give them opportunities to demonstrate their skills and your organization will benefit from it. Finally, take every single role in your organization and think about how you can measure digital proficiency across all of them. This might mean giving your team a proficiency exam on a handful of your most-used software applications and seeing where they land. Set goals to improve scores on a timeline, and test again in another three to six months. This exercise is critical to establish a benchmark and help you increase efficiency, response time, adoption of new tools, onboarding and documentation company-wide. Uncover The ‘What’ What makes up a company’s “culture,” really? There’s the intangible element of how things “feel,” but there are tangible steps you can take to create an environment that will foster not only a positive culture, but one that is fully digital as well. I often see companies that claim to be software or technology companies, but the actual environment they ask their team to work in is archaic. Their systems are outdated and the focus is more on legacy compliance than workforce efficiency. This doesn’t work; be who you say you are. Additionally, there is a common misconception by many business people that if someone is creative or “techy,” they don’t understand or care about sales or business results. I couldn’t disagree more! When someone’s day-to-day job can’t always be easily connected to daily sales results, you do have to approach things differently, though. If you land a big customer and, during the sales process, they mention being excited about the “vibe of the company,” call out the marketing or product teams. Recognize their work and thank them for it. This connection is major for digitally native workers. Increasingly, it seems younger workers are shirking the classic path of working their way up the ladder through promotions. That drive may be replaced by the preference to focus on giving their best individual contribution, working on cool teams, meeting new people and solving complex problems. Keeping this type of worker satisfied is all about giving them new challenges and an opportunity to grow through learning. You’re more likely to keep them around if you ensure the work they’re doing changes frequently and helps sharpen their skills. Keep them from feeling stagnant or bored. Decide The ‘When’ When should you start building a digital company culture? To be blunt, yesterday. If you start making changes when it’s obvious change is needed, you’re already late. If you’ve realized that 80% of your revenue is happening on mobile, chances are your competitors realized this two years ago and made the necessary adjustments to their environment. I can’t stress enough how important it is to start now. Begin with the team you have in place and assess current talent. Benchmark where you are, identify the personnel we talked about above and then do what you need to do to nurture them into more proactive roles in the right projects. Not every company will need a complete overhaul, but every company will need some degree of change. It’s also worth taking a peek at your competitors to see what they’re doing. If you can be an early mover in a slower industry, you can capitalize on making this change. It may feel overwhelming, but undertaking this exercise as soon as possible will ensure that your company isn’t outpaced in today’s ever-changing digital landscape. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
91e701a78224e46de1be63d232641475
https://www.forbes.com/sites/forbescommunicationscouncil/2019/11/25/13-foolproof-copywriting-tricks-to-drive-sales/
13 Foolproof Copywriting Tricks To Drive Sales
13 Foolproof Copywriting Tricks To Drive Sales Good copywriting can not only help a company define its own identity and convey its core message to its target audience, it can also educate potential and existing customers and ultimately drive sales by persuading people to buy. But good copywriting is not as easy to accomplish as one would think. Creating strong, persuasive copy goes beyond merely writing down what a company stands for -- it has to do with truly understanding the target audience and crafting content that speaks to them and their pain points. While mastering the art of copywriting may take years of practice, there are a few tested tricks of the trade that any writer can benefit from. Below, 13 members of Forbes Communications Council explore a few foolproof copywriting methods that any business can use to drive their sales. Members share their top copywriting tips that they use to boost sales. Photos courtesy of the individual members. 1. Always Make It About Them, Not You Most email marketers make the mistake of starting an email with something like, "I just wanted to..." or "I'd love to get some time..." but that focuses on your needs, not your buyer's. A more effective approach would be "You recently wrote on your blog that..." or "Congrats on your recent promotion!" That's the kind of stuff that grabs people's attention. - Udi Ledergor, Gong 2. Be Authentic And Consistent Consistency in your brand, tone and voice is key. You need every single employee in your company to understand and be educated on your brand, tone and voice. If all the brand campaigns, marketing emails, website pages and solution briefs have one voice but the release notes, outage and renewal notices all have different tones and voices, you will not be seen as authentic. - Seema Kumar, servicechannel.com Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 3. Make A Personal Connection Remember there is always a person receiving your marketing message. Even if you are in business-to-business marketing, the goal is to connect with an individual. Align your messaging with what will actually resonate with recipients, which often involves more than clearly articulating your value proposition. Communicate how you will have a direct and positive impact on the recipient and make that personal connection. - Tom Wozniak, OPTIZMO Technologies, LLC 4. Keep It Conversational But Concise Keep your copy short and sweet. Effective messaging is achieved best with concise, punchy and powerful language. Moreover, when thinking strategically and working to inform or persuade your audience, use conversational language geared toward your targeted demographics to drive engagement and ultimately, sales. - Maura Kennedy, Pond Lehocky Stern Giordano, LLP 5. Speak To The Individual Customer Rather than speaking in broad strokes, you must use copy to make every potential customer feel as though you're speaking directly to them. That includes everything from the nouns and pronouns used (i.e. "your") and their particular business to including particular content or items they've shown interest in previously. - Jason Wolfson, VuPulse 6. Have A Call To Action Always incorporate a call to action in your sales copy. This is what you need to really seal the deal and push your audience to take that next step. A call to action will also help you track the success of that particular copy or marketing piece, whether that’s a dedicated number, promo code or trackable booking link. - Dana Baasiri, AIC Hotel Group 7. Match The Voice Of Your Audience Copywriting is not one-size-fits-all. For copywriting to be effective, you need to articulate that content in a way that resonates with the reader. The delivery is just as important as the content itself. Consider the language and jargon of your audience, and mirror that voicing in your copywriting. By matching their voicing, your content will resonate as familiar, informative and authoritative. - Devin Henry, Nomadic Real Estate Investments, LLC 8. Play Devil's Advocate Put yourself in your customer's shoes and explore any concerns they may have about using your products or services. Now address these concerns and add positive advantages to working with you. Allow your counterarguments and positive additions to serve as a guide to help you create copy that will naturally lower their subconscious resistance by the time they reach your call to action. - Karla Larraga, Champions School of Real Estate 9. Serve Up Value And Actionable Advice The sales pitch is dead. Yes, your site needs a strong value proposition. You should even talk up those products and/or services. But within reason. Consumers are bombarded with sales pitches every 10 minutes, and they have stopped listening. Instead, deliver content that your target audience finds useful -- content they can consume and run with to solve a problem, fix something or ponder deeply. - Stephen Seifert, Seifert Media 10. Lead With What They're Feeling Great copywriting is the output of truly understanding your buyer's story and their pain. That's why it's so critical to lead with it. And with research telling us time and time again that consumers buy on emotion, leading with it in your marketing will be the difference between eliciting the kind of emotional response that causes a buyer to click through rather than continuing to scroll. - Yoni Solomon, G2 (formerly G2 Crowd) 11. Leverage AI Tools To Streamline Copy Editing We're living in an amazing time where there's a tool for everything. With tools like Grammarly and the smart compose feature on Gmail, there's no reason to have unnecessary mistakes in correspondence. Make it a company policy to leverage these tools to help your team present your brand with excellence and professionalism in written correspondence. - Holly Tate, Vanderbloemen Search Group 12. Consider Search Engine Optimization When mocking up copy for sales use, consider keywords your competitors are using to differentiate themselves and use them to your advantage. Gain web traction by implementing words that are currently used in your brand's repertoire -- remember, organic search engine optimization is your friend. - Harrison Eaton, Backbone PLM 13. Make The Copy Accessible To Your Team Copywriting is a natural skill for some but a labored skill for others. Regardless of wordsmithing skills, document automation software can help all employees deliver crisp and impactful copy to your customers. Ensure that the entire sales organization has access to best-practice content to build pitch presentations or send compelling business emails, pre-crafted by your best copywriters. - Lucy Mehrtens, Templafy
0ec35d08384bb604d400cb982aa24f97
https://www.forbes.com/sites/forbescommunicationscouncil/2019/11/26/seven-b2b-demand-generation-trends-to-fuel-your-2020-marketing-strategy/
Seven B2B Demand Generation Trends To Fuel Your 2020 Marketing Strategy
Seven B2B Demand Generation Trends To Fuel Your 2020 Marketing Strategy At the beginning of this year, I predicted several business-to-business (B2B) marketing trends for 2019; as we wrap up the year, I wanted to share where I see the biggest opportunities for B2B marketers in 2020. Clairvoyance aside, the following covers seven trends to guide and inform your 2020 demand generation plans. 1. Demystifying Intent Data I believe the hype around intent data will reach an all-time high in 2020. I called intent data out in my 2019 B2B marketing trends article, but I believe marketers are just starting to scratch the surface on how to best operationalize these insights. For years, B2B marketers have obsessed about leveraging technology to deliver the right message to the right person at the right time, but delivering a truly personalized message, in terms of content, timing and concern, is exceptionally difficult without intent insights. Intent data refers to signals about a person or an account’s intention to do something. These intent insights are gleaned from digital footprints and can help you make your marketing experiences more relevant and personalized. From account prioritization to guiding your content marketing efforts, I predict the use cases and wins for B2B marketers leveraging intent will skyrocket next year. 2. Increase In Digital Ad Spend Tight B2B marketing budgets are driving an increase in digital ad spend over other marketing channels. I believe the cost per impression (CPM) of digital ads combined with tightening email regulations and global compliance laws has made targeted advertising solutions a compelling avenue to reach buyers. Traditional marketing tactics, like tradeshows, are taking a back seat in funding discussions as marketers get savvy about their ability to connect with their audiences via online paid media channels, which provide rich feedback on the return on these investments. 3. Importance Of Buyer Enablement The traditional buyer funnel is dead — there is no linear buyer journey. We now know that arbitrary lead scoring based on weighted scores for top-of-funnel, middle-of-funnel and bottom-of-funnel engagements is an ineffective way to gauge a buyer’s interest. Buyer enablement removes barriers to your resources and critical decision-making materials to allow prospects to find the information they need as they bounce around various stages of their buying process. B2B marketers are not psychics (the theme of this article aside!). So instead of trying to predict your buyer path, why not make all purchase decision information accessible? Gartner has found that readily available information that helps buyers through their decision-making tasks matters more than product capabilities when making a purchase. 4. Artificially Intelligent Everything What future trend article would be complete without mentioning artificial intelligence (AI)? AI solutions are creeping in on every aspect of B2B marketing, from content production to email assistants and chatbots, predicting best-fit accounts and chain-based attribution models. Yes, there are artificially intelligent solutions for it all. AI solutions help marketers analyze large datasets to enable individualization at scale, uncover actionable insights and improve productivity by offloading mundane tasks to smart software solutions. But the critical question to ask when evaluating how AI can help your marketing efforts in 2020 is “How good is the data I’m using?” Artificially intelligent solutions are only helpful if you feed them reliable and quality data. If AI tools are in your marketing technology (martech) stack, ensure that you have a healthy culture of experimentation and that you test out commonsense responses of your AI engagements. 5. Video Marketing For Higher Engagement Most B2B solutions are complex and difficult to understand, and I find many marketers are gravitating toward video to explain robust solutions clearly to their audience. The visual aspect of video makes it a powerful medium for learning and, therefore, persuasive when educating prospects through the buying process in an engaging, scalable way. What’s more, video has become less expensive and easier to produce than costly brand videos of the past. If video is on your 2020 marketing road map, focus on creating videos around popular topics that perform well in other content formats. By thoughtfully turning these messages into video, you can deliver more relevant and memorable content that’s easier to consume. 6. Rise Of Customer Data Platforms If you are a B2B enterprise marketer, there is a good chance that your day-to-day work revolves around dealing with a number of disparate systems and clunky workarounds. When it comes to getting a central source of customer truth, large enterprise organizations often struggle to get one picture of all the facts. A customer data platform (CDP) brings together your website analytics, marketing automation platform (MAP), customer relationship management (CRM) data, social media analytics and other customer data sources to build a unified customer profile for segmentation and reporting. Some B2B organizations are attempting to solve their data issues by building data warehouses, which I’ve noticed has spurred a growing debate on whether to build or buy your CDP solution. Building your own solution may seem to be the fastest, most cost-effective route to start, but what organizations quickly learn is how challenging it is to normalize and map data for robust analysis. A best practice is to buy a CDP and use your expertise to customize for your organizational needs. However, if you choose to build your own, pick and choose which data you want to map first to deploy a controlled pilot. 7. Continued Account-Based Growth Account-based marketing (ABM) has far surpassed the buzzword phase. ABM is not a trend or a tactic; rather, it is a strategic approach that orchestrates personalized outreach across marketing, sales and customer success to drive engagement and revenue for a target set of accounts. The way I see it, if you’re part of the minority not doing account-based work, now is the time to start. As we look to the year ahead, will your marketing team lead the pack in these initiatives? What is your company’s stage of adoption and experience with these hot demand gen topics? Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
0962209036400f0abf2178e03c48c850
https://www.forbes.com/sites/forbescommunicationscouncil/2019/12/05/eight-ways-to-boost-your-event-attendance/
Eight Ways To Boost Your Event Attendance
Eight Ways To Boost Your Event Attendance If you’re responsible for running or promoting events, you know securing attendance is key to success. But what can you do to promote your event if you have a small staff or limited budget? Here are my best recommendations based on my own experience running national and regional events. 1. Engage Influencers Invite influential leaders to speak and emcee your events. Even if you can’t offer a speaking role, offer a complimentary pass to attend your event. I’ve been given complimentary VIP or media passes to attend events, and I live tweet up a storm. Plus, I’ve given those same VIP passes to others to attend my events. It doesn’t have to be a celebrity, CEO or household name; micro-influencers who are active with your target audience are extremely valuable and often have highly engaged followers. 2. Promote Speakers Give your speakers prewritten social media messages, including press release links, event graphics, the registration page and a discount code to share with their networks. When you promote your speakers, feature their likeness, and name and tag them on social media channels. I find that many speakers especially like to be promoted on LinkedIn, as part of their thought leadership, brand-building and networking efforts. They will often comment or share your post, promoting their involvement with your event to their network. 3. Offer Discounts Offer discount codes: early bird, alumni, percent off, buy one get one, VIP, media, bring a friend and others. Some events provide sponsors or speakers with a certain number of complimentary passes to share with their network as they promote the event. Many events leverage early bird rates or discounts with deadlines to drive registration. 4. Share On Social Media Promote your event on all social media channels, tagging those who are participating in your event — speakers, sponsors, hosts, planning committee, board, staff, even registered attendees. Use appropriate hashtags, including one created for your event as well as general hashtags to help recruit those who might be interested in your topic. Personal outreach on LinkedIn is my social media method of choice, especially if an event is business-oriented. Use LinkedIn’s search feature to find all your first-degree connections within driving distance of your event, and send them invites. Plus, connect and engage with relevant LinkedIn groups and new contacts. 5. Leverage Your Email List Email marketing is a must for business events. Share your event in your newsletter and with your email lists. Invite all past attendees going back as many years as you have information. And if your event is new or niche, it’s OK to email your entire list and encourage them to nominate someone who should attend or forward to a friend or colleague who would most benefit. Most importantly, send personalized invites, forwarding the event invitation to at least five contacts. Ask your planning committee, teammates, sponsors and speakers to do the same. And be sure to provide a way for newcomers to sign up for your email list on your website. 6. Take Advantage Of Testimonials Use a post-event survey, and ask attendees to share what they liked about your event and provide permission for you to use it in event promotion. Ask your planning committee or speakers and influencers to do the same. Use those testimonials on all channels, even designing graphics with the testimonial and source headshot (with name, title and company) to promote on social media and in email marketing. 7. Show With Video Videos bring your event to life better than still photos, so promote videos of past events to showcase how impactful your event was. Be sure to interview influencers, speakers and attendees during events. Keep in mind that most Facebook videos are watched without the sound on. If you have voice-over or interviews, be sure to add captioning for maximum impact. And if you don’t have video, a photo gallery or photo collage is second best. 8. Create Content Ask speakers or your planning committee to draft short blog posts sharing insights from past events, why they love to attend this event (“five reasons you should attend”) or expertise they plan to share at the next event. I find that sponsors love extra benefits, so offer a blog as part of your sponsorship package. Promote all this new content through social media channels and your email list. Final Word Speaking of words, word of mouth is still the most powerful form of marketing, as consumers tend to trust recommendations from family and friends over advertising. No matter what channels you use, ensure personal invitations from you and your network are an important part of your promotional event strategy. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
af0d57cad7f00144ec4b7b70dec50742
https://www.forbes.com/sites/forbescommunicationscouncil/2019/12/11/why-arent-your-customers-listening-to-you/
Why Aren't Your Customers Listening To You?
Why Aren't Your Customers Listening To You? "Why are my customers not listening to me?" asks the brand marketer. Well, who are your customers and what are you trying to tell them? Expanding on the second principle in my R.I.D.E. philosophy, let's take a look at how to take a brand from average to trusted through digital marketing strategy and solve the question above. The starting point is to build a solid content marketing strategy. If a brand does not understand the true value of investing proper time, money and resources into building a content strategy, then there is no story to tell the consumer and they will fall short and lose the opportunity to build trust. Building a content strategy is not hard, but it does take discipline. There are lots of marketing firms even giving away roadmaps on how to do this. It can easily be accomplished by focusing on two key elements. The first is defining exactly who your consumer is — and I mean truly knowing the consumer persona you want to speak to. Maybe for your brand, this includes multiple personas, and in that case, great! This brings me to the second element, and that is to set specific goals. Once you define exactly who you want to speak to, you need to define what you want to tell them and why. From there, you can start the fun part and work on how you will get your message across. The R.I.D.E. principles outline how to take a brand from average to trusted through digital marketing strategy and touch on four key components to bring your consumer down the marketing and sales funnel. "R" stands for respond, which we will not get into today because that’s its own topic. "I" stands for inform, and this is what I want to dive into. "D" stands for drive, and "E" stands for entertain — two points that deserve their own space to discuss in more detail. In order to "inform" your consumer, you must first know them. It's critically important to spend the time and do the research to get to know your exact target consumer so you can begin developing a content strategy that will speak directly to them. In today's digital world, where data is constantly and easily at our fingertips, brands that know their consumers and listen to them are better able to respond to them. They utilize the data they own in their databases or customer relationship management (CRM) systems. Here is how I like to think about informing my target consumer as we use various digital marketing tactics and channels to get them to our end goal, conversion. It doesn't matter what the conversion metric is; the goal is to get them there through strategic messaging and execution of the content you spent so much time and energy to create. You've seen these written a million different ways, and ultimately, the process is always the same. However, as I mentioned above, you cannot bring your consumer down this funnel if you do not have the right content for them at the right time in order to inform them of what you want them to think or do. • Awareness Stage: This is where you address problems your product solves, the needs that the consumer has, pain points your consumer is experiencing that your product can fix and trigger events. Trigger events are events that spark joy in your consumers. How does your product bring that person joy? • Research And Discovery Stage: After multiple touchpoints with that consumer, they are probably starting the process of looking into your brand, coming to your website or checking your products out in a store. Here, your content should address key product features and benefits. Inform the consumer on those specific features and benefits in a direct and engaging way. • Validation Stage: This is when you must rely on your loyal customers, and hopefully you've prompted them to talk about you. Think social proof: We often trust our friends on social media more than a brand, so entice your customers to talk about you. Amazon has created a demand for reviews, and how many of us might first go to Amazon to read the reviews and then go to the brand's website to purchase directly? Either way, reviews speak the truth. In your content strategy, let your current customer inform your potential new customers by bringing their stories to light and highlighting them or their reviews. • Decision Stage: At this point, you have spent time, energy and money on the above stages. Now they are ready to click the "buy now" button or find the nearest store. So what are some additional added value points you can throw in or discounts you could offer? Could you run an early intro campaign to create anticipation for new product releases or run a limited time offer? These might be the tipping points to get them to purchase from your brand over a competitor. After all, you have spent time putting highly engaging, intentional content in front of them that speaks directly to them. It's like they already have a new best friend. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
de1ecbbe416d2323840bb6be81943bad
https://www.forbes.com/sites/forbescommunicationscouncil/2019/12/18/15-big-benefits-of-working-with-microinfluencers-and-how-to-engage-them/
15 Big Benefits Of Working With Microinfluencers (And How To Engage Them)
15 Big Benefits Of Working With Microinfluencers (And How To Engage Them) Microinfluencers are a great way to connect with a highly niche audience. These social media leaders have smaller, but very highly-engaged followings. When you identify the right ones, you can hire them to promote your business or product -- often for much less than it could cost to hire a celebrity or macroinfluencer. Not sure where to begin with your microinfluencer campaign? Below, the experts of Forbes Communications Council explain how microinfluencers can have a positive impact on your company and the best way to engage them. Members explain why working with microinfluencers is a beneficial marketing strategy. Photos courtesy of the individual members. 1. High ROI Microinfluencers offer marketing solutions at a low-cost with a high return on investment. They also increase the reach of a business exponentially and are highly trusted by their followers. Engaging with several microinfluencers increases the width of the reach but also its depth. - Molly Biwer, Hallmark Cards 2. Genuine Content In 2020, I will roll out two major microinfluencer programs that will not only offer the influencer commission benefits but will also allow them to earn products to gift their friends, families or followers. I prefer to partner with current fans of the brands (instead of people I have to search for) because then the posts will be more genuine, which almost always results in better sales. - Blish Connor, Blishful Thinking Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 3. Cult-Like Loyalty Micro-influencers have built-in followers already interested in businesses, products, and/or services like yours. Their followers also hang on every word and recommendation made with cult-like loyalty. This makes micro-influencers in your industry or niche ROI positive. To get them onboard, spark up a bit of conversation via social media and let them know how much you enjoy their content. - Stephen Seifert, Seifert Media 4. Authentic Audience Connection Partnering with microinfluencers often yields more impactful results than macroinfluencers or celebrities because of their smaller, more engaged audiences. Nowadays, people are looking for personal one-to-one recommendations, and microinfluencers help establish that authentic connection with their audience. - G'Nai Blakemore, Mattress Firm 5. Deep Audience Insights Do your best to align goals with the microinfluencers. Ask what gets the best response from their audience and work with them to make the posts authentic. Aligning incentives with an affiliate program can help, on top of paid placement and promo codes. While you need to stay brand-consistent, allow the influencer a seat at the strategic table to maximize results. - Ellen Sluder, RingBoost 6. Improved Trustworthiness Microinfluencers can improve your brand’s trustworthiness and can help you reach your desired target audience. In terms of mircoinfluencer engagement, encourage your microinfluencers to become the fresh faces of your brand. Ask them to share their honest thoughts on your products/business and constructively use that feedback, or ask them to create product tutorials and relevant live-stream videos. - Jeff Grover, Best Company 7. Increased Top-Of-Funnel Traffic And Sales While celebrity influencers with vanity metrics have fallen from grace in recent months, microinfluencers have been proven effective partners for businesses of all sizes. Their value is through authentic and original content, driving primarily top-of-funnel traffic and sales, which can be measured through performance-based models like CPA. Treat them like true partners and watch your revenue grow. - Cristina Garcia, impact.com 8. Sharing Of In-Depth Content And ABM Materials Microinfluencers have highly-targeted audiences and are a great fit for sharing in-depth content, ABM campaign material or material aimed at a specific vertical. Begin developing relationships with microinfluencers early on in the process, but don't expect them to share your content "just because." Like broader influencers, microinfluencers look something in return for helping your business. - Holly Chessman, GlowTouch Technologies 9. Participation In More Intimate Social Conversations Working with microinfluencers allows brands to participate in a social conversation at a much more intimate level with communities that typically demonstrate higher levels of trust and engagement. Sponsorships for microinfluencers are inherently a more personal experience, so it's even more important that brands find influencers and audiences who personally align with their brand values. - Chris Gonzalez, NeoReach 10. Product Reviews Microinfluencers are a great marketing asset when leveraged for reviews of your product, both on their social media and on retailers. They should disclose that they were part of a seeding campaign but the opinions provided are truthful and their own. As a brand, you should also re-gram their content or have them take over your Instagram Stories for a day to get your audience engaged and excited. - Sherry Jhawar, Blended Strategy Group 11. Connection With Passionate Niche Markets Microinfluencers have the ability to reach smaller, more passionate audiences that broader campaigns may miss. Think about messaging and offers that can be tailored for the microinfluencer’s audience. Your offer should feel organic for their brand in order for them to fully embrace. - Jessica Terashima, EZ Texting 12. Collaborative And Creative Partnerships What microinfluencers may lack in scale, they make up for in impact! They’re cost-effective and more often than not, a collaborative and creative partner. Ensure that they’re an organic fit and your brand voices compliment each other, then invite them into your extended family and approach the relationship less as a promotional transaction and more as a long-term, advocate-building opportunity. - Wayne Leeloy, G7 Marketing 13. New Ideas From The Comments Often we consider social media comments to be "noise." Unless the noise is coming from a major influencer, we tune it out. However, our greatest ideas and innovation can be found in "the noise!" Listen to what is being said to you and about you. Review the hashtags for your business and the misspelled usage for comments and ideas. - MaryPat Kavanagh, Terahertz Device Corporation 14. Intentional Demographic And Geolocation Targeting Microinfluencer marketing can be a solid bridge between traditional paid media and social media. Using an agency with a network of influencers makes it efficient for you to manage influencer marketing and will generally offer more choice in audience and geolocation you can target. Sharing your brand's story will help microinfluencers carry your message as they share with their audience. - Sarah Little, StorageMart 15. Brand Advocacy Today, online influencers and reviews generate as much trust as a review from a friend. Studies show microinfluencers generate the highest engagement rates. Save money by using their niche market to hit your target audience, and testing what works or doesn't without spending more. Product/service reviews and social media sharing are a great start and then move to personal content promotion ideas. - Rachel Verslues
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https://www.forbes.com/sites/forbescommunicationscouncil/2020/01/02/persuading-customers-to-take-action-14-useful-tips/
Persuading Customers To Take Action: 14 Useful Tips
Persuading Customers To Take Action: 14 Useful Tips A company only closes a deal after the customer buys their product. One of the most critical parts of any marketing material is the call to action. Whether it's a video, audio or an article online, calls to action provide a point of contact where the business attempts to sway the consumer's opinion. The difficulty in compelling a consumer to act is directly proportional to how much commitment the buyer needs to make. A long-term commitment may need more persuasion than a quick action, but is also likely to see better returns over time. To help businesses guide their customers toward making the decision that benefits both parties the most, 14 professionals from Forbes Communications Council offer insight into their most effective methods of persuading customers and why they are so useful. Members explain how to get customers to take action after an encounter with your brand. Photos courtesy of the individual members 1. Speak To Their Values Customers typically won't sign up for a product if there's not a strong value proposition in terms of the end payoff. But if there's a long journey between the sign-up and the payoff, it strikes us as particularly important to speak to users' personal values. When users identify with the mission of the company (and vice versa), delayed gratification becomes an easier pitch. - Max Kornblith, Radvocate 2. Explain The What And Why Members of my customer experience team are focused on calling customers at "moments of truth" to request feedback about their brand experience and level of satisfaction. We've achieved survey volume goals (thousands annually) by explaining why we're asking for feedback and what we'll do with it. It's an effective tip because people will share their precious time when understanding the value and benefits. - Stacy Sherman, Schindler Elevator Corporation 3. Break It Down Into Smaller, Digestible Actions When persuading customers to take an action, the first step is the hardest and most critical. If it is not a quick action, consider breaking the customer flow into smaller steps, such as expressing interest with an email address. This allows you to follow up with a customer (even in different channels) when there are additional steps or the customer action requires a commitment. - Vincent Phamvan, Simplr® Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 4. Listen More Than You Talk It's been my experience that "persuading" customers is a bad idea. The most effective way to impel action is to identify what the customer wants and/or needs and address it. If you aren't doing that, nothing you say will matter. Whether you are talking directly to customers through research or simply picking up the phone, the information you'll get will make an impact. - Laurie B. Timms, B2B Tech Comms 5. Show, Don't Just Tell Show, don't just tell, the benefit the action will bring to the customer. People will not commit their valuable time to an activity with no promise of return. Regardless of whether the incentive is emotional, physical or tangible, make it easy to visualize and feel the reward. Paint a familiar scenario in the customer's mind and illustrate how they will feel as your reward eliminates their pain point. - Jeff Grover, Best Company 6. Create An Engaging Customer Experience Consumers today have higher expectations when it comes to brand engagement. Although your product or service may speak for itself, creating an exemplary customer experience sets your company apart from the rest. Engaged customers are more likely to make a purchase and become brand ambassadors who reinforce marketing efforts. - Marija Zivanovic-Smith, NCR Corporation 7. Create Scarcity And Urgency I've found the best way to prompt customers into taking action is to create scarcity and urgency. Not using vague, "limited-time" verbiage, the offer should be personalized and tied to a specific deadline and available to a select "few" who are able to take advantage of said offer. This tip is effective because if interested, customers won't want to miss out on a good offer (FOMO). - Lin Grosman, GoDataFeed.com 8. Inject Doubt Customers are not ready to change. Actually, they most likely don't want or need to. The space for a new commitment comes from removing certainty from their first choice. Show them a door in the wall, with light filtering from behind it, indicating an opportunity worth exploring. Only after they cross the door, can you hit them with the full discovery of the new option. - Matteo Atti, VistaJet Ltd. 9. Up The Stakes As human beings, we're all inclined to take the path of least resistance. This means, when trying to get customers to take multi-action steps, incentives along the way can prove particularly enticing. Whether it's an iPad sweepstakes or a discount on service, give them something for their effort and you'll see a much stronger response. - Melissa Kandel, little word studio 10. Live Or Die One of the most helpful tips I have been given is to not care if you live or die (get the sale or not). Customers buy for their own motivation, not yours, so approaching with an attitude of living without the sale shows the customer that you are not there just pumping your product. You want the sale, but you are not so eager that you will take anything -- you need the customer to be right for you. - Sarah Lero, Peerless Products Inc 11. Remove The Guesswork Reduce your customer's cognitive load through the engagement process. When you need them to act, remove all distractions and make it as simple as possible for them to take the next step. Keep the customer focused and relaxed by removing unnecessary elements from the page, using sequential form fields and straightforward calls to action so there's no room for confusion. - Devin Henry, Nomadic Real Estate Investments, LLC 12. Think About The Opportunity Cost Think about the opportunity cost -- what are you leaving on the table by not taking action? What are you missing out on? Along with that, share a case study illustrating how a client capitalized on a similar choice and providing proof of success to bring the customer into the comfort zone. - Valentina Marastoni-Bieser, Cuebiq 13. Reframe The Conversation Customers don’t like being forced into anything. It’s important to reframe the conversation around the risk of not doing anything. This approach allows the customer to feel more in control. The risk of standing still, especially in the digital age, is often much greater in the long run than the risk of trying something new and failing. - Jennifer Kyriakakis, MATRIXX Software 14. Build A Habit And Earn Loyalty The best marketing is top-notch customer service. When your company proves it’s there for customers during every moment, and all the micro-moments in between, customers are more likely to return the favor, taking time out of their days to tend to a time-consuming task. You’ve earned their trust through your own efforts, and they’re willing to make the investment back. - Brie Tascione, Relay Network
1946c13d12669672c9c8d27f65576e13
https://www.forbes.com/sites/forbescommunicationscouncil/2020/01/07/15-fun-elements-to-include-in-a-personalized-marketing-campaign-and-why-they-work/
15 Fun Elements To Include In A Personalized Marketing Campaign (And Why They Work)
15 Fun Elements To Include In A Personalized Marketing Campaign (And Why They Work) When you think of a personalized marketing campaign, the word "fun" doesn't typically feature in the consideration. However, fun elements of personalized marketing have resulted in ads that were both successful and memorable. Most customized marketing campaigns aim to create a feeling of knowing what the consumer wants. Balancing the fun element with the connection element is challenging. When the balance manages to work, it can change the engagement level of the entire campaign. To help marketers ascertain where fun factors work, 15 members of Forbes Communications Council share the fun elements that worked in their personalized campaigns and explore why they were so successful. Members share some fun elements you can include when personalizing your marketing campaigns. Photos courtesy of the individual members 1. Customer Projects That Use Your Products My digital marketing team and I created an online community membership site for craft hobbyists to upload their hand-made projects after using our Perler Beads products. We launched fun contests and awards for the best designs, offered free craft classes and showcased their projects in our marketing campaigns. Keeping customers engaged and satisfied led to more purchases and referrals. - Stacy Sherman, Schindler Elevator Corporation 2. Your Prospects’ Branding We’ve built campaigns that are based on our prospects' campaigns to their end customers, essentially reworking their messaging and positioning and branding and retargeting it at them. This works very well as it gets their attention and demonstrates that we get who their company is at a brand and market level. - Jennifer Kyriakakis, MATRIXX Software 3. Something You Love Dog-lovers can be considered fanatics. But our pets can also serve to connect to others as we develop a personal brand. I learned this when I was developing my own brand online. Sharing fun pictures of Max, my golden retriever, allowed me to be 100% authentic and attracted other golden owners to connect. Bringing something you love into your brand can facilitate a quick connection packaged with trust. - MaryPat Kavanagh, Terahertz Device Corporation Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 4. Customer's Name In Lights We created a postcard that included the client's name in the image of the movie theater ("Starring John Smith"). On the back, we incorporated specific elements about them within the text. We just had to be careful not to be too personal. We received several comments about "their name in lights." We developed a way to transition that sentiment into the business topic. - Christopher McGown, The Salvation Army 5. Customized Messages Around Client Engagement In a noninvasive way, it's fun to point out some aspect of your business a customer has engaged with -- an Instagram post, a particular page on your website, a blog post, anything you can track -- and create customized messages around what that engagement means. For example, "Love our Pinot Noir? We just released a 2017 vintage that's perfect for a holiday celebration." - Melissa Kandel, little word studio 6. Social Media Shout-Outs Online reviews are great, but a social media shout-out is the ultimate personal word-of-mouth referral. We encouraged our clients to promote us to their networks by doing a social media contest with cash prizes. We built multiple ways to get extra entries: each additional platform, using a photo of their phone number, including our URL. The reach was much greater than what we could have purchased. - Ellen Sluder, RingBoost 7. A Vision That Makes Them Say 'They Get Me' At a trade show, a distressed potential client stated she felt she was "drowning in data" daily. We immediately developed a marketing campaign using an image of a woman at her desk drowning underwater with reports floating everywhere. We used the image in many marketing tactics, including a personalized email campaign with the subject line, "Jane, are you drowning in data?" This produced great results! - Rachel Verslues 8. Friend's Name For A Free Meal We ran a campaign "A Meal To Friendship" for a fast-food brand on Friendship Day. The customers needed to mention the name of their friend in the comments and we would send a free meal to them and to their friend. Winners were allowed to add a customized message to the meal we sent to their friend. The customers enjoyed engaging due to the emotional aspects of it. - Haseeb Tariq, Fox.com 9. A Unique GIF GIFs are small files that support both animated and static images. They can be designed to be educational and playful and are easily added to a personalized campaign. Done properly, a GIF is an effective way to improve conversion rates and reduce viewer bounce rates -- all while adding a little fun to your program! - Leela Gill, Intelligence Node 10. Pop Culture References We target overworked tech marketers so the last thing they need is another boring marketing message about our services. Timely or pop culture references make them smile. Our 2018 Year in Review email featured movie references (like "Mean Girls") from Ariana Grande's popular "thank u, next" music video. Now working on a "Friends"-themed recap for 2019. PI-VOT! - René Shimada Siegel, Connext 11. Fun Photos And Testimonials We've incorporated actual photos along with testimonials and promoted on social media. The photos and quotes can be more personal, fun and engaging, especially as people love to see and share content about themselves with their networks, which helps expand our marketing campaigns and engagement. We've definitely seen an increase in microinfluencer engagement from these efforts. - Amanda Ponzar, Community Health Charities 12. Staff Recommendations Holiday emails are great and easy tools to personalize your campaign and show that you care, giving your audience a reason to stay engaged and become loyal fans of your brand. In your next email campaign, for example, include your company’s favorite holiday recipes, which will allow your audience to connect with your staff on an intimate level. Watch your open and click rates grow with each email. - Maura Kennedy, Pond Lehocky, LLP 13. Home Team Hats Our top-performing campaigns incorporate our client’s products and services into our personalization. For example, one direct mail campaign included sending ‘47 hats to our top target accounts -- personalized to their local teams or alma maters -- along with marketing materials on how we have helped ‘47 with their own business. - Vincent Phamvan, Simplr® 14. Value Cards Personalizing means adding value. To deliver this value we monitor our top intent keywords and build “Value Cards” which explain what the keyword means to each of our key personas. Head of sales researching “predictive analytics” cares about forecasting accuracy, while demand gen leaders want improved lead scoring. Connecting these dots and tailoring the message has made our conversions soar. - Latane Conant, 6sense 15. Superhero Capes We recently ran a campaign to recognize HR heroes that included a comic book showing importance of HR leaders. As part of the campaign, we sent out superhero capes. At first we thought people might give them to their kids. However, at two events people were wearing them on the dance floor to show their pride in their role. The lesson is that swag should be fun and meaningful. - Sheridan Orr, CultureIQ
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https://www.forbes.com/sites/forbescommunicationscouncil/2020/01/07/what-we-can-learn-from-the-chinese-influencer-ecosystem/
What We Can Learn From The Chinese Influencer Ecosystem
What We Can Learn From The Chinese Influencer Ecosystem PHOTO Getty When we look at influencer marketing trends, innovations and future directions, we have to look east to China. After all, the Chinese market has over 800 million active internet users (subscription required), with its e-commerce economy forecasted to reach $1.8 trillion by 2022. Chinese tech companies are at the forefront of digital innovation, driven by e-commerce powerhouses such as Alibaba Group and Tencent, and newcomers like ByteDance, the owner of TikTok. Indeed, over the last decade, China has turned into a destination for Western corporate tourism — offering a sneak peek into digital commerce and the role of influencers and key opinion leaders (KOLs), in particular. So, let’s dive into the topic and review why key opinion leaders are so powerful in China: They entertain the crowds through ‘retailtainment.’ Do you remember the traditional teleshopping ads — the protagonist selling the jewelry or home care apparel on TV with a smiling assistant? Teleadvertising is still a multibillion-dollar industry in the U.S. (subscription required). Likewise, in 2019, 21 million Germans (subscription required) were still “interested” or “highly interested” in watching teleshopping programs on TV. The core concept is the same for livestreaming retail shows on which KOLs introduce their favored products — only they are targeting much younger audiences. Based on what I have seen, China’s most successful influencers are real sales talent who entertain their audiences because they see livestreaming sessions as one-of-a-kind shows where they can perform. KOLs act as stylists, shopping guides, even customer service agents — providing real-time answers to questions from the audience, posted on the live messenger during the show, and generating massive engagement. Livestreaming can be risky, though, as one of China’s most popular key opinion leaders, Li Jiaqi, found out (subscription required). He advertised a nonstick pan on a live show, but the egg stuck. They blur the lines between social media and e-commerce. While American social media platforms such as Facebook, Instagram and Snapchat have been slow to adopt direct e-commerce features, their Chinese counterparts were built with social commerce in mind. And when Facebook and Instagram finally added a “buy” button, Chinese platforms realized that social interaction and user-generated content can be an integral part of a consumer’s shopping journey. One of these innovative companies is called Xiaohongshu (also known as RED), which has built an entire ecosystem around the discovery of new products and sharing reviews and photos (user-generated content). At the same time, it lets people purchase those products highlighted in the reviews (e-commerce). As social commerce places people, rather than products, at the center of the purchasing process, it instills a greater level of trust, which, in turn, boosts online sales. They cocreate entire new brands with the support of influencer incubators. China’s shining social media stars can command vast audiences — sometimes millions of loyal followers. They are exceedingly powerful when it comes to social influence. It’s not a surprise that they build brands together with their followers. Special KOL incubators — players of the e-commerce landscape — provide the infrastructure and resources. They strive on finding the right potential/talent, educating them, building a strong community of followers around them and finally providing the infrastructure for building their own brands. They assist in marketing activities, planning and providing other necessary resources. This flipped influencer-brand model boosts brand loyalty and builds a recurrent consumer base. Unlike their peers from the West (who rely on traditional sponsorships and ad budgets), China’s KOLs are able to create and sell their own products, and after a big sale (e.g., Singles Day sale), they split their profits with their incubators. How can brands apply these lessons in influencer marketing outside of the Chinese market? The Chinese market has proven that it is possible to take the status quo and flip it upside down in order to build a business model that operates completely different — resonating with the local consumers’ needs, and mixing entertainment, social media, consumer reviews and e-commerce together in one big ecosystem. We can already see some elements from China emerging in Europe and North America. Social platforms, such as Facebook and Instagram, are piloting in-app shopping features. We see brands experimenting with livestreaming shopping events and influencers launching their own fashion and beauty brands. I believe it will not take long until Chinese players start expanding globally, so brands should get ready and define their social commerce strategies now. However, not everything that is working well in China will work globally, given the significant cultural and economic differences. Nevertheless, both influencers and brands should pay attention to what is going on in China and experiment in their own markets if they want to stay ahead in the influencer game. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
51c300447850a85993c6b8cdb4f2cf57
https://www.forbes.com/sites/forbescommunicationscouncil/2020/01/15/15-ways-a-growing-business-can-retain-engagement-with-its-customer-base/
15 Ways A Growing Business Can Retain Engagement With Its Customer Base
15 Ways A Growing Business Can Retain Engagement With Its Customer Base One of the most significant challenges of growing a business is keeping its initial customer base satisfied. When a company is small and has a limited customer base, it's easy to talk directly with consumers and get a feel for their wants and needs. However, as the business starts to scale up, entrepreneurs may lose contact with the core consumers, leading to problems with meeting their needs and engaging their feedback. Losing that rapport can have disastrous consequences on the company's bottom line. To address this issue effectively, 15 contributors to Forbes Communications Council show how a growing business can maintain engagement with its current and prospective customers while scaling. Members explain how businesses can hang on to their customers, even as they scale up. Photos courtesy of the individual members 1. Segment Your Audience Group your customers into categories matching your process and workflow. Sending the right message to the right group is critical as they're each in different stages of your process. Keep the messaging personal and relevant to them as a customer of your brand. This strategy will help new customers feel welcomed and existing customers feel acknowledged. - Andy Nauman, Ameri-Force, Inc. 2. Focus On Employees First The answer is simple: Engage employees and celebrate them as they are the ones who deliver customer excellence. They impact the entire customer journey and if one point goes wrong, customers leave and even worse, they tell others. As Simon Sinek says, “Customers will never love a company until the employees love it first." I agree. It's part of doing CX right! - Stacy Sherman, Schindler Elevator Corporation 3. Invest In Teams And Technology As businesses grow toward billion-dollar run-rates, they experience multiple stages of growth at $1M, $3M, $10M, $30M, etc. Throughout these phases, personalized engagement with customers remains critical, but the strategies must scale. Investments in customer data, technology, and outsourced customer service teams becomes necessary to scale while keeping similar levels of engagement. - Vincent Phamvan, Simplr® 4. Serve Clients As A Team A rapidly growing business can scale with the same headcount while maintaining top-level customer service by serving clients as a team. Small business can get away with "man" coverage of accounts while large companies segment out similar business to be serviced by an industry-specific team (zone). The customer experience stays the same, with teammates subbing in for one another when necessary. - Anna Bartz, EVCO Plastics 5. Have Dedicated Client Relationship Managers Dedicated client relationship managers and a robust onboarding process go a long way when it comes to customer service. To keep prospective and current clients up to date, create newsletters for reactive and proactive communications. Businesses should also consider incorporating dynamic tags or tokens (e.g., first name) into e-newsletters to add a personal touch. - Katie Sloane, Align Communications, Inc. 6. Leverage Automation And AI As your database grows it is harder to maintain the same level of personal feeling and frequency. To overcome that, deploy automation flows that combine both emails and text messages (SMS, Facebook, WhatsApp). The flows can replace most of the engagement points with combination of AI bots that will act as a person if a conversation starts or the user did an action. The end of the line is the actual agent. - Kobi Ben-Meir, Yalber 7. Put Your Social Media 'Check-Ins' To Work Actively look at who is checking in to your business on social media. Make the time to engage with them! These posts are excellent sources of user-generated content -- if check-ins include pictures, ask for permission to use them in your social media! In doing both of these things, you show extra attention to existing customers and also leverage happy experiences to draw in prospective customers. - Karla Larraga, Champions School of Real Estate 8. Organize Events For Face-To-Face Engagement Face-to-face time is invaluable. A well-designed customer event that puts the focus squarely on your customers’ needs and how you can help address them is an excellent way to build loyalty and engagement. For a prospect, there’s no better way to show value than with a roomful of satisfied customers. Build in plenty of time for your employees to mix with attendees to build lasting connections. - Seema Kumar, servicechannel.com 9. Provide Personalization At Scale Scaling up is always a pain point for a growing business. As customers, we love our neighborhood grocer, because he knows exactly what we like and what to recommend. But he has only hundreds of customers. Growing businesses can maintain engagement by using AI and machine learning to personalize their customer experience at scale. This will give every customer the personal experience they expect. - Pini Yakuel, Optimove 10. Show Love And Empathy Make your existing clients feel special by staying in touch, not just to "sell." For example, check in regularly to ensure everything is working well, send relevant industry news they may find helpful or interesting. If they are sports fans, perhaps a text to say congrats if their team wins. And a simple happy birthday or happy anniversary text can go a long way. - Parna Sarkar-Basu, Brand and Buzz Marketing, LLC. 11. Establish Consistent Touch Points Always maintain personalized touch points -- a birthday email, a holiday card/gift, a "client anniversary" card -- these are great ways to maintain the initial relationship as the company builds. Also, honor their loyalty with customer success stories, videos, case studies or a membership program to attribute early success with the client. - Brittany White, Apple Growth Partners 12. Reward Loyalty One way to maintain your current customer base is by rewarding loyalty. Businesses can do this through rewards programs which can include different perks such as product discounts, early sale access, referral incentives, knowledge sharing and personalized tips. It’s important to recognize the customers that have continued to stay with you and feel a part of your brand. - G'Nai Blakemore, Mattress Firm 13. Highlight Their Successes Creating customers as your advocates is the ultimate goal for a business. Creating them as super fans allows a brand to have the voice of customers be public. In order to do this you have to highlight the successes of people, groups, departments, and even an entire business that is doing it well. Give them free publicity and they often return the favor naturally. - James Gilbert, CloudCherry 14. Create Content Of Value Customers are always looking to learn from industry peers. Develop an ongoing content calendar and include testimonials, storytelling through short videos and case studies -- all of which will help create interest and engage them to learn more. The content could be anything from industry insights to process improvements to technological advancements, but it should have a takeaway for customers. - Maheen Zaidi, Diversified Maintenance 15. Leave No Comment Behind No matter how big your business gets, engaging with customers who take the time to engage with you will always be an ROI-positive investment of your time. Your team should have a dedicated member who responds to comments from happy customers and forwards negative comments to the appropriate department for resolution. Create a system and you'll be able to maintain high engagement as you expand. - Melissa Kandel, little word studio
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https://www.forbes.com/sites/forbescommunicationscouncil/2020/01/16/how-to-encourage-workplace-empathy-without-crossing-individual-boundaries-15-proven-strategies/
How To Encourage Workplace Empathy Without Crossing Individual Boundaries: 15 Proven Strategies
How To Encourage Workplace Empathy Without Crossing Individual Boundaries: 15 Proven Strategies Soft skills such as empathy toward one's fellows seem to be a highly overlooked portion of the hiring process. In today's workplace, there are few individuals that consider being empathetic toward others as in many situations, empathy is seen more as a weakness than a strength. However, the ability to experience the feelings of others and commiserate with them is uniquely human. As a modern workplace, encouraging empathy without overstepping boundaries is an admirable pursuit. To help workplaces that want to promote the feeling of compassion, 15 members of Forbes Communications Council share the strategies that help their organizations encourage understanding while still respecting individual boundaries. Members explain how businesses can foster a more empathetic workplace without crossing personal boundaries. Photos courtesy of the individual members 1. Communicate And Encourage To create empathy, you have to first show empathy. A member of your leadership team should communicate regularly with employees, whether it's through a Town Hall, weekly newsletter, fireside chat or company-wide email. With each instance of communication, encourage honest feedback and open dialogue. Empathy is generated when two-way communication flows freely across all levels of an organization. - Melissa Kandel, little word studio 2. Infuse Employee Feedback In Decisions Create a culture where the voice of the employee is captured and incorporated in business decisions. Creating a new process? Ask employees for feedback in pilot stages before rolling out full scale. Launching a new product? Ask your salespeople about their perception. The more employees feel they matter, the higher chance they'll own and deliver customer excellence. Happy employee equals happy customer. - Stacy Sherman, Schindler Elevator Corporation 3. Make Emotional Intelligence Part Of Your DNA These days, AI is being taught to be emotionally intelligent, particularly in customer experience. Business and workplaces should adopt emotional intelligence, as well. We are so focused on work environment, hours of operations and even ergonomic seats, that we sometimes forget that people are sitting in those seats and living in those environments. Make emotional intelligence part of your DNA. - Pini Yakuel, Optimove 4. Add Empathy To The Weekly Team Agenda In an extremely fast-growing company, change is rapid and the emotional impact of this needs to be kept in check. My workplace has recently introduced an empathy item to the weekly team meeting agenda with something called the "Templafy Heartbeat." The weekly meetings start with each colleague quickly sharing how they're feeling at work and then diving into the work itself. - Lucy Mehrtens, Templafy 5. Use The DiSC Assessment The DiSC profile will help you comprehend your own and others' preferences and priorities, which will assist in understanding how people want to be treated. We recently administered DiSC assessments within my organization and display each employee's profile. The profile includes how a person prefers to be communicated with, which greatly improves collaboration and increases empathy. - Crystal McFerran, The 20 6. Emphasize That We Are On The Same Team Create a safe work environment to voice one's opinions and remind them that we are all on the same team, striving to achieve the same high goal. Oftentimes, opinions differ and tension can easily be created, but a constant reminder that the company fosters a work environment that appreciates different ideas, will help cultivate growth and general empathy for each other. - Anna Lee, Morning Consult 7. Give People A Sense Of Purpose We all know it: Money alone is not enough. To foster great places to work, you might want to consider giving your people a sense of purpose. Economic sustainability should be the mean to generate and promote social and environmental sustainability. After all, companies would not exist without people that work and buy while living in a healthy sustainable environment. Do you plan beyond profits? - Pablo Turletti, ROI Marketing Institute 8. Strive To Lead By Example Perhaps one of the greatest things a leader can do is to lead by example. Leaders who consistently demonstrate empathy and build it into the culture will help others see the value, as well as providing real examples of how empathy can create a great workplace and contribute to the bottom line. Without leadership, it becomes more difficult. - Heather MacLean, Association of Professional Engineers and Geoscientists of New Brunswick 9. Give People Options Instead of making unilateral decisions for people, it's a great idea to offer options instead. As a communicator, I believe in presenting people with three choices: Keep things the way they are, completely change things or find a solution somewhere in the middle. And, as an employee, I appreciate being asked about changes, even when I don't have a strong opinion either way. - Kate Barton, Clearview Advisory 10. Allow Room For Cross-Pollination A massive communication breakdown occurs when different teams start resenting one another for "not pulling their weight." This is common when teams are siloed and don't see the value other teams bring. Foster these inter-team connections through composite project groups or regular knowledge shares so that everyone understands where each other is coming from. Only then can you achieve true harmony. - Patrick Ward, Rootstrap 11. Share Diverse And Inspiring Stories Create a way for your company to share employee stories -- via a weekly newsletter or in company meetings, for example -- and ask your people to submit photos about what they are doing in their communities or important causes they feel connected to. Let others know why this is an important cause for the team member and how they can show support. It’s a great way to build empathy in the workplace! - Leela Gill, Intelligence Node 12. Have Regular Check-Ins Have a regular check-in every week or two with individual team members. Waiting until the end of a quarter or even once a year for a review isn't enough communication. Instead, it's better to give people a safe and private space to talk about questions, progress, goals or even personal matters. That way, everyone is on the same page and knows their concerns have been heard and understood. - Holly Chessman, GlowTouch Technologies 13. Establish Trust As A Social Norm If you've built a strong team, trust them, regardless of how or where they work. Establish clear metrics and a strong quality of work upfront, and then cultivate your team's culture with guilt-free "work from home" policies and a strong message of self-care. Make your faith and trust in your team so incredibly clear that they could never see themselves working anywhere else. - Yoni Solomon, G2 (formerly G2 Crowd) 14. Promote Innovation When employees are able to be creative and innovate in the workplace, greatness becomes possible. In order to allow for innovation, you must provide a safe workplace that allows for mistakes and failure, which requires empathy and trust. This is not a simple strategy, but it can be the most beneficial strategy for supporting an attractive and effective company culture. - MaryPat Kavanagh, Terahertz Device Corporation 15. Incorporate Self-Assessments In Annual Review Self-reviews are a powerful way to foster an empathetic relationship between the employee and the supervisor. We have a handful of reflection questions we send employees ahead of their annual review. They write their thoughts on their performance, work goals and personal goals. This helps you, as the supervisor, to see the employee's perspective on what they value and how you can support them. - Holly Tate, Vanderbloemen Search Group
8ee4ba05b14f68749db7c753d2dab94a
https://www.forbes.com/sites/forbescommunicationscouncil/2020/01/29/12-effective-methods-to-create-compromise-in-customer-communication/?sh=7797074d1096
12 Effective Methods To Create Compromise In Customer Communication
12 Effective Methods To Create Compromise In Customer Communication There can sometimes be a big gap between what a customer wants to hear and what they need to hear. As a business, marrying the two ideals is essential to effective communication and making sure clients have clear expectations and an understanding of services provided. To bridge that gap between assumption and reality, the business needs to figure out how it can compromise to bring the user's vision closer with what the company offers. Doing this requires understanding what the customer wants, and comparing it to what the company offers. To help with this process, 12 associates of Forbes Communications Council share their methods for bridging the gap between customer expectation and product reality. Members share their best methods for creating compromise when communicating with customers. Photos courtesy of the individual members 1. Help Them See The Bigger Picture Sometimes consumers just want to hear your product will solve all of their problems, when, in reality, your product may only put them on the path to solve their problems. One way to bridge the gap is to get your consumer to understand the overall goal, asking the right questions to lead them down a path of, "if they do not buy your product nothing is going to change." - Sarah Lero, Peerless Products Inc 2. Know Them Better Than You Know Yourself The best way to communicate your message in a way that is understandable and enticing to your audience starts with knowing your customers at best and what makes them different/unique. Make sure you understand how your offering differs in providing them the value they are looking to satisfy their need. - Haseeb Tariq, Fox.com 3. Have The Sales Team Keep Customers Updated A key strategy for building trust and loyalty is for the front line to keep customers updated and follow up. In the service industry, for example, customers want to know they're getting what they ordered within an expected time frame. When delays happen, it's essential to communicate with customers. Tell them, "I haven't forgotten about you" versus saying nothing. Customers appreciate honesty and transparency. - Stacy Sherman, Schindler Elevator Corporation Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 4. Be Authentic And True To Your Brand Authenticity is the bridge to meeting consumer needs and delivering truth to the consumer. This is where and how your brand will stand out and meet a market need not currently being met. If you stay authentic and true to your brand, bridging the gap between what consumers want to hear and what they need to hear is not a gimmick, it’s authentic. - Monica McCafferty, MCM Strategies LLC 5. Take Baby Steps If a company just tells people that they need to hear instead of want, they will be easily ignored and avoided. It is essential to take baby steps, do a bit of hand-holding and educate your consumers along the way. Instead of just positioning yourself as a thought leader, showcase a human side by appreciating consumer insights, feedback and views, and spreading awareness about best practices. - Preeti Adhikary, Fusemachines Inc. 6. Use Influencers To Bridge The Gap Consumers want to feel inspired, entertained and connected. That's why they're on social media, after all. So it makes sense that influencers have become a medium for passing along brand messages -- they're a non-intrusive form of advertising. Everyday, influencers get the information consumers need to hear across in a way that they want to hear it. - Vivien Garnès, Upfluence Inc. 7. Have A Customer Advisory Board Customer advisory boards (CABs) are a great way to uncover insights that can guide your messaging. Use your CAB to present your business’s goals and road map while gathering their wants and needs firsthand. Use this to find compromise, then take the outputs and determine what changes you might make. Your results will uncover the right way to craft messages that will resonate with prospects. - Kristi Harrington, PestRoutes 8. Use The 'Feel, Felt, Found' Method In the mortgage industry, we often have to tell people things they need to hear versus what they want. I like the "Feel, Felt, Found" method: "I hear how you feel is [reiterate what they said]. T there have been times that I have felt the same way. What I found is, [give a solution to the problem]." They need the solution and this makes it easier for the customer to hear you, because they felt heard first. - Ellicia Romo, Peoples Mortgage Company 9. Stay True To Their Pain(s) The most meaningful connections a company can make with its consumers are rooted in pain. It's why they (your consumers) have found you in the first place, so embrace that! That's why the best ads, campaigns and success stories don't paint rosy pictures, they paint real ones. Acknowledge your customers' pains and challenges. What they want (and need) to hear, is that you truly understand theirs. - Yoni Solomon, G2 (formerly G2 Crowd) 10. Dare To Educate Consumers are people, a.k.a. human beings. Don't treat them as "consumers of your product." Once you focus on the benefit of your product, it will sell itself. Genuine marketing and truth in storytelling is driving authentic customer-product feedback loops today. It is a constant conversation. Dare not to fall prey to "consumer wants." Dare to educate your buyer community on better outcomes. - Yana Nigen, JobDiva 11. Focus On Their Penultimate Goal What a customer wants to hear is their penultimate goal. The strategist's job is to outline the path, with goal posts, between. Each goal becomes a mark of progression and, in total, the marketing plan of action that leads to success and attainment of that dream goal -- what the customer wanted to hear. - Mollie Barnett, Satco Products, Incorporated 12. Be Suggestive You owe it to your customers to be blunt, but you also do not want to be so direct as to cause offense. If you sell clothes, you don't want to insult your customers' dress. If you sell mints, you don't want to tell them that their breath stinks. Instead, be suggestive. Focus on the value-add of the product or service, and be direct about how they improve your customers' lives. - Amine Rahal, Regal Assets
b8192446750374c41da5f434e7499189
https://www.forbes.com/sites/forbescommunicationscouncil/2020/02/03/employing-mobile-devices-to-improve-healthcare-communications-and-the-quality-of-patient-care/
Employing Mobile Devices To Improve Healthcare Communications And The Quality Of Patient Care
Employing Mobile Devices To Improve Healthcare Communications And The Quality Of Patient Care Photo: Getty Mobile technologies have dramatically enhanced our lives over the last few decades. They have expanded the reach and speed of communications while giving us 24/7 access to a wealth of content so we can communicate, collaborate and make better, faster decisions. This is especially true in healthcare, where mobile communications can help improve patients’ health, safety and overall care. Although the usage of mobile technology in healthcare is relatively new, it’s growing rapidly. At Zebra, a technology solutions provider for healthcare and other industries, we conducted research, published in “The Future of Healthcare: 2020 Global Healthcare Vision Study,” which found over 95% of physicians and bedside nurses are expected to use mobile devices in some capacity by 2022. That doesn’t even account for radiologists, phlebotomists, paramedics and other care team members who will be fully “mobilized.” You may notice healthcare professionals using mobile devices in multiple ways today: • In hospitals, they scan your wristband to confirm your identity prior to lab work, medicine administration and other actions. • They may retrieve or update your electronic medical records (EMRs) at the bedside in real time for care. • They use mobile devices to communicate and consult with other care team members — including those in other facilities — to ensure continuity of care. They also submit lab and pharmacy orders on the spot. • They may sync them with internet of things (IoT) medical devices used to monitor your health. Mobility is used to help improve patients’ quality of care. Yet, that’s precisely why smartphones and tablets we use every day should not be used by healthcare providers. Our everyday mobile devices weren’t designed for use in healthcare, so using them in hospitals, doctor’s offices and even long-term care facilities can introduce unnecessary risks: • Infection: A 2009 study found 94.5% of ICU workers carried mobile phones that contained bacterial growth (which could cause nosocomial infections). That’s why any mobile device used in healthcare environments must be disinfected frequently with cleaning solutions that are far more potent than at-home disinfecting wipes, even if only used to complete patients’ intake paperwork. Therein lies the problem with the consumer-grade devices you and I use daily: They take a long time to disinfect. They can’t tolerate constant contact with healthcare-grade sanitizing agents required to help reduce bacteria from the devices without corroding or degrading the plastic housing or causing some other damage. • Data Security Issues: U.S. healthcare providers are obligated to abide by the strict security rules defined within the Health Insurance Portability and Accountability Act (HIPAA). Yet, data security is complex, and it can be easier for bad actors to breach sensitive patient data if the devices used by clinicians don’t have the right tools available to manage device security settings — and most consumer devices don’t. • Less Dependability: How many times have you apologized for a dropped call or told someone they were cutting in and out? It’s common with consumer-grade devices because they aren’t configured to work in highly dense buildings or remote areas. However, poor voice call quality during patient care can cause miscommunication, perhaps leading to poorly informed decisions and actions by those deciding the best next step at the point of care, especially in time-sensitive situations. Mobile Device Best Practices In The Healthcare Environment At Zebra, we’ve found that arming clinicians with reliable mobile computers — clinical, enterprise-grade smartphones specifically built to work reliably in healthcare environments — can help make patient care safer. Once a healthcare institution has adopted this new type of technology, there are several keys to making it the most effective and beneficial for healthcare workers and their patients. First, define all the potential use cases. Will the mobility solution only be used to retrieve or update records and facilitate care team communications? Or will it also need to communicate with industrial desktop printers to produce wristbands or mobile printers to generate specimen labels? Second, define the enterprise employee engagement model, such as what employee types will use the device. Is it a personal device or a shared device with multiple users? Also, consider its functional use. Is it for work only, and if so, will it be used for data, voice, photos, video, etc.? It’s important to establish employee policies around sharing inappropriate data, device personal security responsibilities, and use inside and outside the four walls of the hospital. It’s also critical to determine all potential care team communication channels so that you can confirm system integration capabilities. How will clinicians submit orders to the pharmacy or lab and ensure patient records are properly submitted for billing? Will the mobility solution need to provide access to information systems shared with third parties to ensure care continuity during inbound patient transfers from emergency medical technicians (EMT) in the field or outbound transfers to long-term, nonacute care facilities? Consider how mobile devices will be utilized to facilitate more “intelligent” healthcare applications. They may interface with health information systems and medical devices to report patient status and alert care teams to changes in real time. They could communicate with MRI machines, laboratory technologies and even automation systems used in surgery suites to inform medical team decisions. Mobile devices are helping modernize the healthcare delivery system, creating high-efficiency workflows that help minimize errors, reduce costs and improve patient care. With more healthcare providers embracing clinical mobility, they are becoming more connected. Many are leveraging best practices from the Healthcare Information and Management Systems Society (HIMSS) and GS1, the global business standards organization. Healthcare organizations are also expanding partnerships between nurse managers and IT executives within their systems to overcome the potential obstacles of patient privacy concerns and lack of adequate IT and health information systems to attain organizational approval of clinical mobility implementation. Ultimately, by determining and planning accordingly around healthcare mobile device use cases, employee engagement and communications channels, healthcare leaders can arm clinicians with the technology they need to ensure the right patient receives the right care at the right time. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
0aa863e9f5a1a1163f9bade79512db8c
https://www.forbes.com/sites/forbescommunicationscouncil/2020/02/03/rebooting-product-lifecycle-management-for-a-circular-economy/
Rebooting Product Lifecycle Management For A Circular Economy
Rebooting Product Lifecycle Management For A Circular Economy Photo: Getty Product lifecycle management needs a reboot. Growing concerns about sustainability, combined with recent technology advances, have driven the need to redefine product lifecycle management (PLM). For manufacturers, product design has traditionally meant “design for manufacturability.” In other words, quickly introduce quality products at the lowest possible cost, and don’t worry about what happens at the end of the product’s life. Instead, “design for circularity” considers the entire life of parts, from design to production to service to end of life with reuse. With its feasible path to serve people, and planet and profits, circularity has become a trending topic in boardrooms, plant floors and legislative chambers alike. PLM originated as a tool to improve design productivity, and it has steadily driven product development costs downward through speed and efficiency. At Infosys, we conducted PLM research for relevance to connected products, and we were awarded a U.S. patent on improving product effectiveness. We found traditional definitions of PLM were cost-driven, but that was not sufficient. Cost savings reach diminishing returns, and PLM cannot limit the scope to cost reduction if it is to support the shift to a circular economy. The fundamental principles of a circular economy, as defined by the esteemed Ellen MacArthur Foundation, are: 1. Control finite stocks. 2. Circulate products at the highest utility. 3. Design out negative externalities. A circular economy rebuilds capital in all its forms and enhances flows of goods and services to achieve a “value circle” that serves all stakeholders. To make the circular economy a reality, manufacturers should adopt three PLM initiatives: 1. Close the design loop. 2. Adopt servitization. 3. Embrace the United Nations Sustainable Development Goals (SDGs). Close The Design Loop With Product Effectiveness The uncomfortably high rate of failure (registration required) among new product initiatives is driven by several factors, prominently the lack of a feedback loop to integrate multiple product functions (such as marketing!). Product effectiveness metrics should include circularity, not only profitability and market share. This ensures multiple perspectives are considered, and early in product development. Productive effectiveness begins with an estimation of the existing capabilities using maturity parameters, not just project launch outcomes. While each market is different, it is useful to generate a product effectiveness index to compare products and find common good or challenging practices. Process capability is a leading indicator as compared to lagging product launch outcomes, so capability metrics should be prominent in the index. These PLM capabilities include process harmonization, system engineering robustness, integrated requirement gathering and concurrent engineering. The circular approach can be a cost saver and a sustainable business model, in addition to its positive environmental impact. For example, Apple uses Daisy the robot to disassemble 15 iPhone models at the rate of 200 phones per hour to retrieve valuable materials. This process recovers cobalt, a rare earth mineral and key battery material, which is then sent back up the value chain for reuse. Key phone components are made from 100% recycled tin and aluminum. Indian automobile original equipment manufacturer Mahindra has a joint venture called CERO, an authorized vehicle recycler for organized shredding and reuse of metals from vehicles at end of life. Servitization Throughout The Productive Lifecycle Servitization can be a powerful business model to support circularity after a product is installed and operational. It is a pay-per-use model with contractual obligations between the product maker and the customer. Remote monitoring of product performance ensures uptime. Maintenance and repair can be planned proactively with no impact to the customer operations. According to a study conducted by Aston University and Xerox, servitization has the potential to generate up to 50% of a company’s revenues. Information about post-sale services becomes a vital PLM input to understand product performance and take corrective measures in future design cycles. The internet of things and social media will be the streams of data inflow for mining valuable product performance insights. The servitization business model also builds in the cost of refreshing and upgrading the product as it evolves. This becomes a natural incentive for the manufacturer to design its products in a way that makes them easily reusable, recyclable or upgradable, reducing waste and increasing profitability. SDGs As Catalyst The adoption of a circular economy with PLM as the implementation platform has benefits beyond the enterprise to the broader society. Its benefits can be mapped to the Sustainable Development Goals adopted by member nations in 2015 for protecting the planet, peace and prosperity by 2030. While often viewed as regulatory, organizations can be proactive in compliance by transforming their PLM. The following are the SDGs that a circular economy can impact directly: • SDG No. 9: Industry, Innovation And Infrastructure. Circular economy business models promote innovation. They create employment opportunities and infrastructure when new factories, energy sources and supply chains are built. • SDG No. 12: Responsible Consumption And Production. Material savings enabled by the circular economy through reuse, recycle, repair and refurbishment reduce overall consumption and corresponding production needs. SDG No. 13: Climate Action. Circular economies allow responsible organizations and individuals to reduce carbon emission footprints in several ways: increased renewable energy sources (and reduced fossil fuels) and electrical engine progress (and reduced internal combustion). • SDG No. 4: Quality Education. Circular economy principles are an opportunity to reskill not just employees, but the entire stakeholder ecosystem to new ways of working. Reskilling drives change, as expertise improves awareness and belief, increasing feasibility for implementation. PLM As A Foundation For A Circular Economy The circular economy has grabbed the attention of policymakers and political leaders as a green initiative for future generations. Now is the time for business and technology leaders to transform product lifecycle management to take this compelling initiative beyond green, to become a profitable and sustainable revenue stream that becomes its own virtuous cycle. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2020/02/11/the-ins-and-outs-of-promoting-your-next-event-marketing-opportunity/
The Ins And Outs Of Promoting Your Next Event Marketing Opportunity
The Ins And Outs Of Promoting Your Next Event Marketing Opportunity Photo: Getty The value of human interaction is more important than ever, in my opinion, and this is especially true for marketing. Event marketing is a unique tool to promote a product or brand while ensuring lasting impressions on customers and attendees. I’ve found that events are often the best way for marketers to achieve their goals. And many companies are investing time and resources into events, showcasing their brands and generating sales. In fact, according to Bizzabo’s “Event Marketing 2019: Benchmarks and Trends Report,” based on a survey of more than 1,000 senior marketers, the number of companies organizing at least 20 events each year increased by 17% from 2017 to 2018. Buyers these days need more than just a pitch—they’re becoming empowered and demanding more. Events are unmatched opportunities to earn customers’ trust and loyalty, and they can be used to further define a brand, develop it and raise awareness. Also found in Bizzabo’s report, 84% of company leaders believe events to be a major contributor to a business’s success. What’s The Buzz About? Event marketing does what digital marketing alone cannot: It capitalizes on the power of in-person interaction to create experiences that stick with attendees after the event is over. Lost in daily working life, events are a welcomed break in routine, offering an opportunity to capture customers’ attention better than a phone call or in-office pitch would. Marketing events can take different shapes depending on your brand and purpose. In-person events include conferences, trade shows, seminars and breakfast/lunch/dinner events. Events can also be in the form of webinars, and can even be livestreamed if not all attendees can make it. The form of the event depends on the product, resources and theme. At Fusemachines, we invest in a variety of events of differing sizes and scopes. From the popular Democratize AI meetup that had more than 150 attendees to the intimate AI for Business and AI Roundtable for F&B Executives, we curate the agenda accordingly. The former catered to a range of students and professionals who wanted to have honest conversations about artificial intelligence (AI). The two latter events were more focused in terms of attendees and the corresponding discussions. I’ve seen other companies host a variety of events that are highly sought after and bring in peers from a diverse range of industries for lively discussions. But when it comes to marketing an event like this, how do you get started? Communications Steps For Effective Event Marketing The first step is promotion, and there are a number of effective ways to do this. Social media should be used to get existing and future attendees excited about the event by showcasing speakers and topics through visuals, videos and past footage. Hashtags are an easy way to raise awareness of the event. Stakeholders are influential and should be leveraged. For instance, find ways to make attendees and speakers promote the event on their personal social media accounts. It’s important to reward your attendees for their help with raising awareness, perhaps by providing referral links and discounts to those who use them. I find that ads are another attention-grabber. LinkedIn’s sponsored ads are a good way to alert professionals about your event. Retargeting ads on Facebook can single out people who began their registration but stopped for whatever reason. Sometimes, all it takes is a quick reminder to get them to complete it! If your company has a blog, write an entry on an event-related topic, and ask readers to respond with questions you’ll address at the event. Keep this conversation going after the event is over! You may also choose to create a “behind the scenes” video to give attendees a glimpse of what will be covered at the event and the effort going into putting it together. If your company has a newsletter, it’s a good idea to promote it there, too, to broaden the group of potential attendees. And always leverage positive reviews from past events. Create a personalized experience by segmenting promotional emails based on things such as industry and location. There are many ways to do this. Your emails should target what people from varied industries will take from the event. Maybe your event features a speaker discussing natural language processing in education—highlight this feature to attendees with backgrounds in artificial intelligence. And if some attendees hail from cold climates, for instance, make note of that in your email for further personalization. You’ll likely have a website for the event where attendees can visit to get information and register. This is the perfect opportunity to showcase your brand. Make it simple, and allow the viewer to focus on the message. Use consistent color schemes and visuals. This is not only important for the aesthetic of the website, but it may also boost the chance someone registers because many consumers expect a consistent brand experience. The content of the website may include a promotional video, footage from past events and, of course, information about the event and schedule. Include a countdown to foster a sense of anticipation. Event promotion should continue during the event. Social media coverage during the event can help engage people, especially when speakers and participants promote it themselves. And Snapchat’s Geofilters offers a great way to promote brands during an event. I find that the best measure of an event’s success is what attendees take away from it. It’s important to remind people their participation is meaningful. Thank attendees for coming, and include something specific about the event, such as a quote from a speaker. Your event follow-up communications should include information about how to access content from the event, such as information about the speakers and videos from their talks. Become a resource for your attendees. Include a post-event survey, and ask attendees about their experiences to help guide future events. If you can, secure commitment and interest for future events. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
c03bd4cd72c7213c52c9e5e3fbfa35fd
https://www.forbes.com/sites/forbescommunicationscouncil/2020/02/18/why-social-influence-matters-for-food-and-beverage-brands/
Why Social Influence Matters For Food And Beverage Brands
Why Social Influence Matters For Food And Beverage Brands Photo: Getty If we type #food in the Instagram search bar, it will show countless hits, not to mention #foodie or other related hashtags. But why are culinary topics so popular on social media platforms? To understand this, we need to dig deeper into the psychological factors that affect our food consumption. Food is obviously a key to our survival, yet we tend to think of it as more than that—for many, eating and drinking provides pleasure, is a tool for social connection (family or friend get-togethers) and can even become a status symbol (think about the difference between eating out at a simple canteen or at a Michelin-starred restaurant). According to research, “Eating behavior is strongly influenced by social context.” I believe it’s thanks to these factors that stakeholders of the food industry are especially relying on the concept of “social influence” in their marketing. Working in the influencer marketing industry myself, I’ve seen many brands getting highly engaged with influencer marketing campaigns in the food and beverage industry. Social Sharing And Food Content Sharing our meals with others, either in person or via social platforms, comes naturally, especially for those of us who are already social media savvy. While #foodporn still rules social media, internet users are looking not only for inspiration, but also for entertainment and advice. I believe this is why videos have recently become a popular type of social content. We can tell so much with showing (off) our food: how much we care about nature and sustainability, our skill at preparing food using our creativity and so on. With today’s social media landscape, it is easy for brands to jump on the bandwagon and join forces with the best fitting influencers to go viral. Trendy avocado toasts, vegan meals, Buddha bowls and fancy smoothies are all perfect examples of this process. Those meals are popular around the globe because they were spread through social media. Had they been invented in the pre-internet era, they would have likely stayed local, enjoyed by only a smaller number of people. Food and beverage trends, such as kale, coconut water, spiralized vegetables and kombucha, started with celebrities like Gwyneth Paltrow and sports stars like Kobe Bryant who talked about them on social media. But not all trends are kicked off by social media stars. Macro-influencers who gather some hundred thousand followers on social media based on their passion for food can influence trends equally well. And micro-influencers, many times still unpaid creators with 5,000 to 25,000 fans, could be crucial in establishing trends and convincing their friends based on their authenticity and proximity. People following micro-influencers get reassurance that these new products are perfect because they are endorsed by people similar to themselves. Topics To Consider With Food Influence As with any influencer marketing activity, the selection of the right creator is critical for the success of the cooperation. Whether it is a long-term collaboration with a famous celebrity, a partnership with a famed chef or a marketing campaign activating hundreds of micro-influencers, you have to work with the right partner that shares your passion for food and your brand. With food being such a visual topic, it is also critical to select an influencer with the respective video or photo production skills and equipment. Alternatively, brands can evaluate the option to provide support and digital or physical assets to enable creators to showcase their products quite literally in the best light. Restaurants and bars have already started to revamp to make their locations more “Instaworthy,” even putting items on the menu that look particularly appealing on social media. And even consumer packaged goods (CPG) brands are following this trend by adapting their packaging to be more aligned with how consumers are now used to visualizing food online. The latest rebranding of PepsiCo-owned Lay’s Potato Chips is a great example of brands going Insta-ready with their packaging design. Social Influence And Sales Impact While marketers no longer doubt the importance of social media for creating awareness and consideration, many still do not know if influencer marketing delivers measurable sales impact. Hence, many agencies and marketing departments rely on traditional online measurements, such as brand impressions and engagement, to evaluate the results of their digital campaign. Some brands have conducted qualitative surveys to understand the impact on brand awareness and preference. However, sales measurement so far has been limited to influencers announcing unique discount codes to their fans, which is hardly an accurate way to measure sales impact across retail channels. Marketers must apply more econometric modeling or pre/post-test/control methodologies to measure the true sales impact of their influencer activities. Summary: Influence In Food And Beverage Food is among the most popular topics on social media, much due to its universal visual appeal across cultures, languages and audiences. Food and beverage brands are starting to understand the power of social influence, leveraging earned media in addition to their owned and paid media strategies. By choosing a message that matters to your target group and finding the right group of influencers to embody it, social advertising and user-generated content can boost engagement and brand awareness, inspiring product trials and offline conversations filled with positive sentiment. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2020/02/19/get-ready-for-these-five-upcoming-communications-industry-trends/
Get Ready For These Five Upcoming Communications Industry Trends
Get Ready For These Five Upcoming Communications Industry Trends To say that the communications field changes quickly is an understatement. New social networks, technologies and best practices are emerging constantly, and what works today may be old news in short order. As a professional in this rapidly evolving industry, it's important to keep up with trends that are coming over the horizon, so that you can make the most of the moment when the trend fully arrives. To help, we asked five members of Forbes Communications Council to share the trends they predict will impact the communications field in the next couple of years, and how to get ready for them. Members discuss a few developing industry trends. Photos courtesy of the individual members 1. The Convergence Of Communications With Other Disciplines The communications discipline will converge with adjacent functions like marketing, HR, strategy, policy and sustainability. To stay ahead, learn the business and economics from the inside out and prepare yourself to take on broader responsibility as a strategist across diverse disciplines. - Jerilan Greene, Yum! Brands 2. Predictive Analytics For ABM We will see the rise of predictive analytics and its application to account-based marketing and personalized communications. The wealth of data that is available about each of us also creates an expectation by consumers that the level of service and communication they receive will be hyper-personalized. This trend will continue to grow as we better understand how analytics and data can be used to create differentiated experiences. - Genefa Murphy, Micro Focus Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 3. Consumer Purpose And Belonging There are two major trends in public relations that I foresee strengthening: purpose and belonging. Now more than ever, consumers expect to see themselves in the communities or the services and products that they patronize. They also expect these products and services to serve a purpose, supporting the greater good of humanity. All brands should have a clear vision for their plan and communicate around these opportunities. - Angela Hayes, Brodeur Partners 4. Short, Snappy, And Visual Content Technology continues to radically transform the ways in which we communicate, especially as millennial and Gen Z audiences grow and demand content that is shorter, engaging and easily skimmable. Companies need to consider this as they develop their communications strategies. Relying on email as your primary communications method? Move to text messages. Sharing text-heavy content? Invest in videos and graphics. Make your content short, snappy and visually engaging to stay relevant. - Megan Cagle, New American Leaders Read more in How To Measure The Success Of Your Visual Content 5. The Digital Transformation Of Consulting And Professional Services Within consulting and professional services, I see a wave of disruption coming. Some firms are slow to adapt and have not yet invested fully in digital transformation initiatives. With rapid advances in AI and the emergence of new technologies, these firms will need to evolve or risk losing their customers to more agile competitors. - Gerard Escaler, Lyrium Venture Partners Limited
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https://www.forbes.com/sites/forbescommunicationscouncil/2020/02/21/the-style-guides-style-guide-things-to-consider-when-crafting-copy-conventions/
The Style Guide's Style Guide: Things To Consider When Crafting Copy Conventions
The Style Guide's Style Guide: Things To Consider When Crafting Copy Conventions Photo: Getty Here’s the thing with copywriters: In a world overrun by the Type A, left-brainer, Silicon Valley coders and human resources pros keeping tabs on workplace protocol or timesheet management, we in the business of spinning the commercial yarn and drumming up the tags and phrase work for brands, products and services occupy a whole different headspace. We sit apart from the sound and sanctioned thought of our more corporate-minded counterparts. If you want me to be honest with you, we’re pretty much shooting from the hip and running off into the woods of ad hoc creative mischief, going for broke at the prospect of modern marketing stunts and the next bold move in terms of hook messaging. This same sort of deep id devil-may-care disposition that drives the creatives and copy smiths is often the same feral, ad-lib intuition that keeps us a bit unorganized or winging it under the auspices of spontaneous linguistic genius. In short, it’s a double-edged sword and one of the ways we most often find ourselves in hot water with our more meticulous contemporaries. Thankfully, there is one tool we can all use to keep us in the good graces of upper management and those depending on not just our wild creative abandon and the good intentions behind it, but also on sound, level-headed execution. I’m talking about the copywriter’s style guide, and if you haven’t drafted one up for yourself or your copy staff, I’m here to give you a few quick pointers on how to make it not only effective in clean and consistent communication, but also accessible enough that you actually use it. Let’s get started. Map It Out The first thing you need to assess when creating a style guide is your current problem areas. What are the most common issues you’re facing on not only a line-by-line basis, but also in the grand scheme of your content needs? What mediums are you trying to address? Are you having trouble staying consistent in technical or project spec writing and crafting consistent packaging copy? Are there issues you need to address in your digital communications, such as setting meta content standards, search engine optimization (SEO), accessibility or Americans with Disabilities Act (ADA) compliance? These are all areas you will need to address before getting into the weeds of your style guide, and many of these different mediums (print, digital, web and/or product assets) may require that you make separate style guides. For instance, your digital ad copy conventions will vary in many ways from, say, your owner’s manual copy. Get Specific Once you know what areas you’re going to address, you should approach solving the issues in as specific a way as you possibly can. Remember, this is a style guide tailored to the needs of your specific brand. Keep a log of problems that you regularly have to address—down to even hyphenation questions, spacing issues or those weird individual words you’re constantly using and aren’t too sure about. Is it hand-held or handheld? Is it gray or grey? Is it barbecue or barbeque? You get the idea. Curate, Organize, Format—All That Stuff I’ve been toiling away at the levers of Microsoft Word since the only available font was Courier and you had to feed your screen through a roller and reset the carriage after each line. Just kidding—I’m only 30 years old, but I have been using the program for quite some time, and in all my years, even back in my reform-school days, I’ve never been able to master the quiet yet compulsory art of proper formatting. Bullet lists, margins, indentation, tables and all of that modern manuscript architecture falls under this category of structural organization that I just can’t seem to get excited about. However, I do have someone willing to do it for me, and if you have this issue with formatting, you should too. Formatting is a critical step in creating a style guide that not only covers your bases, but ensures that your copywriters (and you) will actually use it. A few elements you might want to include are a table of contents, tables for standard abbreviations and acronyms, bulleted lists, and easy-to-find and well-curated topic categories. I arrange mine alphabetically. Get Aligned After you come up with the terms and action for your copy conventions, it’s important that you align with all stakeholders who may or may not wish to have a hand in how the brand, products, sales copy or specs are voiced. This applies if you’re in-house, or even if you’re doing agency work for a new client. Getting everyone on board early in the process will ensure you have less pushback later down the road, which—let’s be honest—is basically the reason you’re creating this guide in the first place. In creating my first copy guide, I learned a few things: • It wasn’t as daunting as I thought, so long as I stayed organized. • It can actually be kind of fun once you’re into it. • It will always need updating. • It’s a bigger help and a stronger asset than I thought. • There is always someone excited to format Word docs, even if I hate it. Now that you know some of the fundamentals of creating copy conventions to keep you out of the woods, go out there and get yourself an AP Stylebook, a dictionary and something to squeeze on, and remind your corporate cohorts just who they’re dealing with in terms of the organized copy pro you are. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
b921e8276fd8aed37cfca74b624ccbef
https://www.forbes.com/sites/forbescommunicationscouncil/2020/02/27/why-celebrities-are-texting-their-fans-and-what-businesses-can-learn/
Why Celebrities Are Texting Their Fans, And What Businesses Can Learn
Why Celebrities Are Texting Their Fans, And What Businesses Can Learn Photo: Getty For a long time, social media has proven to be an effective marketing channel for celebrities. Whether they’re announcing concerts or just trying to stay relevant, posting on social gives them direct access to their fans. Take Cristiano Ronaldo, for example. With over 400 million followers across Facebook, Twitter and Instagram, he can reach millions of fans within minutes. His social strategy has been so successful that he’s earning more from Instagram than his salary at Juventus. It was reported last year that he earns an average annual income of $47.8 million from Instagram alone. So, why would anyone leave? Well, there seems to be a new trend in town. Lots of popular celebs are now taking an old-school approach by sending SMS (text) messages to their fans. They’re sending breaking news, providing daily updates and asking questions. A recent campaign saw Jennifer Lopez asking fans to text her with their song requests for her Super Bowl LIV halftime show. This is all done via a company named Community, which provides celebs with a platform to log in and send messages in bulk. They can then view replies and respond if necessary. Some of the celebs who have already signed up reportedly include Paul McCartney, the Jonas Brothers, Diddy and Mark Cuban. Ashton Kutcher is also both an investor and user of the platform. At Reach Interactive, we aren’t surprised by this new trend, as consumers are striving for personalized content. As a result, users of our SMS marketing platform are beginning to adapt. Rather than sending out generic campaigns, they are sending targeted messages that attempt to build personal connections with each recipient. What’s up with social media? It’s becoming more and more difficult for celebrities to get their content seen on social media. On average, only 8% of a page’s total likes will see any given post on Facebook. That means that a page with a million likes will only have 80,000 views on any given post. Flip that around, and you have 920,000 missed opportunities. It’s the same on Instagram and Twitter, too. As followers rise, engagement falls. The average engagement rate for accounts with less than 1,000 followers is 7.2% on Instagram and 1.4% on Twitter. However, when accounts have over 100,000 followers, those numbers fall significantly, as engagement is just 1.1% on Instagram and 0.3% on Twitter. There’s also the issue of internet trolls. It’s pretty common to see jokes in the comments section of celebrities’ posts. While some of those messages are light-hearted, others can be malicious and personal. With platforms doing very little to combat this problem, it’s no surprise when celebs call it quits. Just last month, Lizzo left Twitter due to trolling on her account. Why SMS? A big benefit of using SMS is that it is direct. Celebs can send messages that go straight to their fans’ inboxes. Those messages aren’t going to be missed. They’ll sit there until they are either read or deleted. This is a big benefit because it means that fans no longer have to refresh their social feeds to read updates. Texting is also personal. Fans can receive direct messages from their heroes. Imagine sending a message to a local fan that says “Concert announcement in your city. I’d love it if you’d be there, Jodie.” That message is much more personal than a generic tour poster that is published on every social channel possible. Finally, texting doesn’t have to be in bulk. It can be as simple as arranging numbers based on area codes or geographical location. Then, if celebs have any upcoming events, they can target fans in that town, city or state. How can businesses benefit? It’d be naive to think that celebrities would completely ditch their social channels and focus solely on SMS. Instead, they’re now able to utilize both platforms when communicating with fans. There is no reason businesses cannot use a similar strategy. All you need to do is grow your list. Your business may not have the same number of followers as the celebrities mentioned, but growing your SMS list can still be easy. You just need to let your existing channels do the work. Easy wins are to include your number in email campaigns, publish it on your website and post about it on social channels. Budget dependent, you can also use traditional methods such as direct mail, billboards and TV ads. And you could even get creative and run podcast ads or use influencers. The key to growth is to offer an incentive. For celebrities, that’s easy. They’re providing fans with an opportunity to receive a direct response. For businesses, you’ll get more opt-ins by offering a monetary discount. Send a welcome offer such as 20% off or buy one, get one free. Also, try to make it clear that your SMS subscribers get exclusive access to discounts and products. Consider your messaging strategy. Once you have a sizable list, it’s all about strategy. Firstly, your content needs to add value. You can send texts that are informative, such as appointment reminders or delivery notifications. Or, you can send marketing messages that include calls to action, such as discounts and product launches. Then, consider timing. For example, a fast-food chain would have more success on a Friday evening than on a Monday morning. Finally, avoid bombarding your customers, as this will undo all of your hard work. Further, giving out too many discounts can hurt your brand. This strategy can also be implemented across all of your other marketing channels. Whether you’re sending a text, sharing a post or sending an email, think about your content in terms of value added, timing and consistency. As a result, you’ll be able to develop a successful multichannel strategy that targets unique customers across each platform. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
81e84462961cad8d90fc8b8ff7f5ea68
https://www.forbes.com/sites/forbescommunicationscouncil/2020/02/28/how-to-encourage-and-leverage-employee-reflection-and-why-it-matters/
How To Encourage And Leverage Employee Reflection (And Why It Matters)
How To Encourage And Leverage Employee Reflection (And Why It Matters) Fiction writer Mark Twain offered the tongue-in-cheek observation that if you ever find yourself on the side of the majority, you ought to take time to stop and reflect. Employee reflection is a particular case where their thoughts on leadership, both their direct superiors and your own, can be useful in figuring out how to improve the workplace. However, for employee reflection to have the impact that a company needs, the business must encourage it, and put things in place to take advantage of its insights. To help organizations understand how to promote employee reflection and use the resulting ideas, 13 experts from Forbes Communications Council examine the methodologies they incorporated into their own businesses. Members share their best tips for encouraging employees to reflect on their workplace and leadership experience. Photos courtesy of the individual members 1. Create 'Safe Spaces' For Reflection Creating "safe spaces" for employees to reflect on and get curious about various aspects of their position, the team, the results of a project and/or the company as a whole is an exercise that often provides results exponentially better than we can create on our own. Creativity is a crucial step to innovation, which is arguably necessary for long-term business success. - MaryPat Kavanagh, Terahertz Device Corporation 2. Allow And Respond To Anonymous Feedback Not everyone is confident expressing ideas, especially if they disagree with a manager or team members. That's why it's critical to offer a means for employees to submit anonymous feedback. Management then needs to acknowledge the commentary they receive and show how they are responding to suggestions. This will build employee confidence and trust, as well as create a positive work culture. - Holly Chessman, GlowTouch Technologies Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 3. Give Employees Flexibility And Freedom Offering a flexible work schedule enables outside pursuits -- art, sports, family, volunteering, travel -- which can increase creativity. Many of my best ideas come while jogging, which I couldn't do if I had to sit in an office all day. Leaders can also provide time for employees to do project recap reports, sharing not just successes but celebrating learning and opportunities for improvement. - Amanda Ponzar, Community Health Charities 4. Have Open Lines Of Communication It’s important to encourage employees to have open lines of communication and to make it a norm to give and receive feedback in the workplace. It’s even more important for leaders to listen closely to feedback and do their best to implement necessary changes. By doing so, employees will feel valued, feel heard and ultimately be more content at work. - G'Nai Blakemore, Mattress Firm 5. Lead By Example Show your employees how. Reflect on your performance, the company/team performance from your perspective. Show them how you do it in a genuine and honest way and explain how important this process is. Then give them the chance to do the same in several forms and encourage more answers or details every time. Eventually they will give their honest feedback. - Kobi Ben-Meir, Yalber 6. Incorporate Reflection Into Staff Reviews You should be having bi-annual staff reviews, if not quarterly reviews. This is an excellent time to incorporate reflection. Use the same reflection questions each time so that the employee can track their progress. Mirror company values in the questions to align mission and values from the top down. Send the questions to the employee ahead of time so they have time to process before the review. - Holly Tate, Vanderbloemen Search Group 7. Organize Structured Planning Workshop Sessions As a part of the annual planning and review process, we host a highly structured workshop session with key team members to help elicit reflection on the previous year to inform the next. We leverage that everyone has different backgrounds, roles and perspectives. For us, this has been a great tool in helping us be both inspired and realistic about what we can achieve as a company and as individuals. - Jennifer Moore, Silvercrest 8. Conduct Anonymous Surveys On a regular basis, leaders should take a temperature check on the culture and attitude of employees. Send an anonymous survey and encourage open and honest feedback. You'll find the best ways to foster a more positive culture and iterate on your products and services will be to look inward. Plus, negative feedback will provide opportunities to become even better tomorrow than you are today. - Melissa Kandel, little word studio 9. Build A Team Of Critical Thinkers Leaders are responsible for creating the right kind of environment for their teams to thrive in. Encouraging and leveraging your team’s voice are the only ways you can achieve that. When teams feel listened to, you create trust. Trust spurs creativity, creativity sparks innovation, and innovation leads you to extraordinary results. Build a team of critical thinkers -- it will pay off. - Camille Weleschuk, ATB Financial 10. Think Twice Before You Cancel A Meeting Good leaders schedule one-on-one time with their people but not many prioritize it. Regular chats with employees often get pushed aside when things get busy. That's a big mistake. Employees need opportunities to share what's on their minds and many depend on these meetings to initiate important conversations. Plus, employees feel less valued when a leader continually cancels time with them. - Kate Barton, Clearview Advisory 11. Make Professional Growth As Important As Results Even the best managers, with their employees' best interests in mind, get busy. And what happens when we get busy? Deep reflection on game-changing business ideas and on team optimization and individual growth goes by the wayside. It becomes a luxury. Interrupting this cycle must be intentional. Have employee path/skill development conversations monthly, and team/culture check-ins quarterly. - Omar Garriott, salesforce.com 12. Practice Servant Leadership Borrowing the concept of "lead by serving," the leader is a servant first by putting team members as the highest priority, with a focus on their growth and well-being. This has been effective in building team trust, empowering team members to give their best, and inspiring them to step up in a moment of crisis. - Anna Luo, Jivox 13. Use A SWOT Analysis Utilizing a SWOT analysis -- strengths, weaknesses, opportunities and threats -- is a good way to get interesting feedback. Particularly if you make it an anonymous form, then employees are freer to speak their minds. SWOT analysis works so well because employees do not immediately start with complaining about what is wrong with the company, it challenges them to look at the company from all sides. - Sarah Lero, Peerless Products Inc
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https://www.forbes.com/sites/forbescommunicationscouncil/2020/03/03/the-benefits-of-launching-a-direct-to-consumer-brand-in-2020/
The Benefits Of Launching A Direct-To-Consumer Brand In 2020
The Benefits Of Launching A Direct-To-Consumer Brand In 2020 Photo: Getty The large production runs required by retailers, coupled with long lead times and impatient investors, are causing many entrepreneurs to second guess today’s saturated retail environment. The high startup costs and low margin of error make selling to retailers look less attractive for new brands because selling online is fairly simple these days, and millions of shoppers are opting to avoid stores all together for the convenience of click-and-ship options. The Current Retail Landscape Is Challenging A reported 9,300 U.S. retail closings were announced in 2019, and there has been a lot of consolidation in the retail industry, leading to fewer distributors, more competition and less negotiating power for many brands. Business terms with retailers may require newer companies to lower their prices, restrict shelf space, limit exposure or the number of stores a product can appear in, and push customers to retails stores without providing customer data back to the brand. Also, because of the large orders and long lead times, starting with bigger retailers requires a significant upfront capital investment in product that could sit for months. Other risks brands face include retailers opting to end contracts or adding a similar product to their own private label and selling it at a cheaper price. If you have not built up a brand and established strong customer affinity, then prospective consumers may pick the private label over yours. Price, assortment and merchandising are all areas that companies can’t control in retail, but they can control them when selling direct to consumer (DTC). This has led to a number of startups skipping retail altogether when launching their brand. Launching A DTC Brand I’ve found that direct-to-consumer relationships can fuel all areas of a business, including product development, pricing, customer relationships and more. Here are a few benefits of the DTC model: Customer Data Your best customers are your current customers. Why invest in marketing that drives people to retailers without the benefit of receiving purchase data to cultivate the customer relationship? The opportunity to collect customer data and insights gives brands a clear view of who their ideal customers are as well as those ideal customers’ purchasing behaviors. It allows you not only to save cash on market research, but actually turn a profit because your data is backed up by sales. Resell, Upsell And Cross-Sell Brands miss out on resell, upsell and cross-sell opportunities when taking a retail-only approach. DTC brands can test various offers and cocreate their upsell and cross-sells with their customers for pennies since all the testing is done with existing customers whose dollars fund the research (as opposed to hypothetical sales so typical to traditional market research). As a result, mapping out your brand’s customer journey and getting a better understanding of the channels, messaging and number of touches needed to drive a purchase is essential. However, you cannot do that without understanding who your customer really is. Personalization Controlling customer data and the point-of-purchase environment allows brands to create tailored, immersive experiences that lead to a competitive advantage. Additionally, there are opportunities to create customized products for the most loyal customers, as loyal customers may be willing to pay more for customized and personalized products created based on their feedback. Warby Parker took this approach during the 2018 holiday season, opting for limited edition products instead of heavy discounting during Black Friday and Cyber Monday. Beyond products, DTC allows for personalization in advertising and communication because every customer interaction can be tracked. Personalization then leads to better service and support, stronger relationships with customers and better retention, which all help to strengthen brand loyalty. Pricing, Speed To Market And Reach DTC brands have more control over pricing and discounts, which can lead to better margins and perception about the value of your products. Another huge benefit to the DTC model is the fact that you can get instant feedback from customers on products, packaging, marketing and more. Brands can test products quickly and get customer feedback before investing in large production runs. Finally, a DTC approach allows you to go beyond the footprint of retailers. This means that customers all across the country (and the world, in some cases) can enjoy your product. Final Thoughts After you master DTC, you can approach retailers in a position of power where you have leverage in the negotiations. You can look to your customer data to show them why you will be successful in their geographic footprint, and you can use sales data to convince them to carry products that they wouldn’t normally entertain. Ultimately, the nature of the relationship changes when you are not desperate to get your product in the store, and that is the only way to create sustainable relationships in the long run. Instead of living in fear of the unknown with your brand, take control of your business using DTC to build out your brand before engaging with retailers. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
36c358725d7752973b1dcccfa1e9191a
https://www.forbes.com/sites/forbescommunicationscouncil/2020/03/06/building-customer-trust-13-key-considerations/
Building Customer Trust: 13 Key Considerations
Building Customer Trust: 13 Key Considerations One of the things that stands out in building trust is that when you make a promise, you should always seek to keep it. This statement holds true, regardless of whether it refers to an individual or a brand. In the case of businesses, building customer trust is part of cultivating brand loyalty. Since this is such a vital part of a company's marketing, the enterprise must take great care when doing things that might impact how the customer sees and trusts the brand. To help businesses on their path to cultivating better brand loyalty among its customers, 13 members of Forbes Communications Council explore a few key considerations that can impact a customer's trust in a brand, and what businesses should remember about these actions. Members offer advice for building up trust with your customer base. Photos courtesy of the individual members 1. Get Introspective Do an internal audit and understand (and acknowledge) what your strengths and weaknesses are.  This can be accomplished by reviewing customer feedback, internal processes and gaining feedback from team members. Then, promise only what you can deliver and work on improving weak areas allowing for bigger promises in the future. - Brooke Hipp, ACM LLP 2. Do As You Say Don’t make a promise unless you are fully committed to keeping it, and if for some reason you can’t deliver, own it. Acknowledge the promise you made, admit that you were not able to keep it, apologize and aim to do better in the future. Excuses won’t do anyone any good, and they make it look like you’re trying to avoid accountability, making a client less likely to trust you. - Jackie Freyman, Moors & Cabot 3. Become Value-Centric Customer trust is based on alignment -- alignment between what represents value to them and what the company is promising to deliver. It is key to consider and define what is value to your clients and make sure you genuinely deliver impactful products, services and interactions that are relevant and convergent with those interests. To reach this definition, a quantitative survey will do the task. - Pablo Turletti, ROI Marketing Institute Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 4. Test, Launch, Iterate, Repeat Before an organization makes a promise, they should test it to ensure they can deliver. You can also roll it out slowly. For example, do small beta tests to test the process (via small campaigns or A/B tests), so that you can work out bugs easily before going full steam ahead. Finally, always take accountability when things go wrong, and do the work to continually iterate to improve and deliver. - Andrea Hurtado, rbb Communications 5. Ensure Integrated Marketing Communications While there may always be a kind of psychological timelessness to the cliche of underpromising and overdelivering, many businesses neglect ensuring integrated marketing communications across all customer touch points. Diagrams, demos and copy all create direct and indirect expectations, and inconsistencies across them can sever the potential for building trust in the future. - Cameron Conaway, Solace 6. Be Deliberate And Explicit Ambiguous communication and misconstrued assumptions lead to customer distrust. Be open, ask questions, rephrase your customers’ questions and assertions to eliminate any misunderstanding. If delivery does not go according to plan, communicate updates early and explain delays. Showing some vulnerabilities once in a while will prove to your customers that you are trustworthy. - Isabelle Dumont, Cowbell Cyber 7. Challenge Your Customers People buy from people they like and trust. Research shows that buyers like and trust people they learn from, people that challenge them. Don’t be afraid to challenge your customers in an educational way, especially if they are taking a potentially wrong approach, or if you can’t promise to meet their demands for very good reasons. - Jennifer Kyriakakis, MATRIXX Software 8. Ask For Feedback Regularly Send out customer surveys on a regular basis and look for opportunities to improve. When you use feedback to make real changes, you show your customers that you value their input. This also allows you to make improvements that have a positive impact on your entire customer base. - Crystal McFerran, The 20 9. Be Honest And Transparent Consumers are smart, and in the digital age honesty and transparency are key! Everyone makes mistakes and stumbles when taking on new endeavors. It's important to take the customer along the journey of fulfilling promises. Let them experience the ups and downs with you. Humanize your brand and gain a loyal customer. It's all part of the storytelling and the only way to build true trust. - Daniel Plumlee, Walnut Ridge Rv 10. Consider The Value Of Customer Reviews Businesses should consider customer reviews as they work to deliver on promises and build customer trust. Customer reviews can help you identify examples of when you failed to deliver and what happened. Understanding where you’re falling short will help you improve your processes to build more customer trust and deliver better on promises. - Jeff Grover, Best Company 11. Let Your Passion Drive You Having an unwavering commitment to your job is essential. It provides the honesty and integrity needed to enable trust, client intimacy and overall success. Our relationship with our customers is one of the most prized relationships we have and it begins with our personal narrative and deep passion for our work. - Jaimie Anzelone, Sitehands 12. Stop Promising What You Can’t Deliver Make sure you are realistic in what you promise. The promise should align to the high-level business values. Make sure the promise is something a consumer can clearly see has been delivered or not. - James Gilbert, CloudCherry 13. Consider Your Entire Community When businesses make a promise, they’re not just making it to their customers, but to their customers’ entire network of friends, family and acquaintances. Brands must ensure they can deliver on their promises, knowing that their communities will likely share their experience on social and keep them in check through other digital and word-of-mouth mediums. - Andrew Caravella, Sprout Social
e2352d5ce35e4c9869161ad7c9e2891e
https://www.forbes.com/sites/forbescommunicationscouncil/2020/03/10/eight-effective-approaches-to-rectifying-social-media-snafus/
Eight Effective Approaches To Rectifying Social Media Snafus
Eight Effective Approaches To Rectifying Social Media Snafus With sensitivity about social and cultural issues at an all-time high, making mistakes on social media can have wide-reaching consequences. Dealing with social media problems like these requires knowing what the challenge entails and decisively offering a solution. There are several ways a business can attempt to rectify an issue on social media, but some of these work better than others. Not all of them preserve customer relationships either. For marketers who might not have had to deal with social media issues just yet, when the inevitable happens, these eight members of Forbes Communications Council have useful advice that can help resolve the problem while preserving customer relationships. Members explain how to recover if your brand has landed in hot water on social media. Photos courtesy of the individual members 1. Address Issues And Offer To Rectify While the entire customer journey is important, the “get help” stage is a key “moment of truth.” Getting support must be easy. Responsiveness matters. Social media is a great opportunity for brands to show commitment to customer excellence. I suggest addressing public complaints authentically (as others are watching) and offer to rectify issues offline via phone. People buy from people they trust. - Stacy Sherman, Schindler Elevator Corporation 2. Assess And Respond As Quickly As Possible Don't panic if your company is trending for all the wrong reasons. Find the post or tweet at fault and determine if it really is a mistake before reacting. If a community or individual has been offended, be swift in your response on social media, but consider doing something in real life that customers can share on social media platforms when discussing how you handled the situation. - Ken Gibbs, Viacom 3. Use Humor And Authenticity Behind every company are human beings, who are fallible creatures. Making mistakes is to be expected, but making excuses for those mistakes is not good. Be authentic, respond quickly and specifically, and, unless the error is grave, use humor and self-deprecation to lighten the mood. Don’t shy away from words like “oops” and trends in slang like “epic fail” to show you know (now) which way is up. - Eugénie Bisulco, Choose Your Words Wisely Communications Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 4. Build Trust Through Transparency If a business makes a public mistake on social media, the ideal approach is to address the issue head-on with either transparency, humor or an apology, depending on the context. Due to the flow of digital information, it is easier to spot if a company is glossing over a problem. Doing so generates more ill will than admitting the initial error, whereas rectifying the issue can strengthen trust. - Gerard Escaler, Lyrium Venture Partners Limited 5. Be Responsible, Not Reactive When businesses make a mistake on social, the first step is to ensure it is truly a mistake, as opposed to misguided "outrage." Often, when a business is reactive and apologizes too quickly, it fuels the fire more and creates a mountain out of a molehill. Once the mistake has been identified, a calm, sincere and measured response is best to restore trust with customers and stakeholders alike. - Patrick Ward, Rootstrap 6. Use An Appropriate Tone Of Voice Use a tone of voice that is appropriate to the size of the mistake. If the mistake is a big one, the tone of voice should be professional and committed. Quickly repost and apologize, indicate corrective actions and share where customers can get more information. If it’s a small mistake, it is OK to throw a little self-depreciating humor into your apology -- customers may find your response endearing. - Leela Gill, Intelligence Node 7. Remember To Be Human We've all read that scripted so-called apology post, pumped out by some soulless press office. It has all the ingredients but no flavor. The solution? A human tone of voice. Achieving it is harder than you think. Customers should hear your voice, recognize and empathize with the people behind the brand. Write as if texting a friend and don't be shy in showing some character (flavor). - Sair Mir, Zorka.Mobi 8. Move From Telling To Showing When brands feel sociocultural backlash, their default response is often to tell their followers "this isn't who we are." This is fine, but I'd encourage them to both tell and show -- by mindfully linking to a study, for example, showing they're the only company in their sector to reach gender pay equity. This move feels risky, but it juxtaposes a large company next to the smaller social mistake. - Cameron Conaway, Solace
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https://www.forbes.com/sites/forbescommunicationscouncil/2020/03/23/help-others-see-the-roi-for-marketing/
Help Others See The ROI For Marketing
Help Others See The ROI For Marketing Photo: Getty It’s easy to see the value marketing provides when you work in marketing, but it can be a lot harder for others to see the true value of marketing. Marketing feeds into your sales process significantly by generating leads, growing brand awareness and nurturing industry awareness. One of the first steps to really see the return on investment (ROI) is to disconnect your marketing process from traditional, transactional sales. You need to make the intangible become tangible. How you do this is highly contextual and variable, but it almost always helps to present the data, show the relationships you’ve grown, showcase how your marketing campaigns help sell and then help show how to recognize the intangible parts of what you’ve done throughout the process. What does a lead cost, and how was it fed by your marketing campaigns? By showing this to your company, you can prove your worth. Seeing Data The difference between understanding data and seeing data is the difference between dawn and dusk. Dawn marks the start of a new day with new potential, while dusk marks the end of the day, when you wrap up what you’re doing to prepare for the next. You can’t just see the data; you need to really take it in and absorb it. Data makes up the raw ingredients in your recipe, but metrics are what you get after you cook everything. Raw data can be shaped in many ways, but metrics allow you to show just what the data truly means. There’s a hair’s distance between seeing data and it meaning something. Seeing Relationships If some random company remembers your birthday, do you remember that? When your birthday comes, will you think of a random company that didn’t reach out or the one company that actually did? The company that sends me a coupon has a much better chance of me thinking of it than the one that doesn’t. If you reach out, you have the chance of your customers thinking about you. However, too much interaction can feel oppressive. My spam filter keeps getting smarter because some brands get lazier with their campaigns. Great — you know my birthday, and every day from my birthday to my half-birthday (which no one cares about), but all you’ve done is alienate me with your constant outreach. A relationship requires upkeep, but you can’t smother it to death. Seeing Sales Shine The sales process makes up your funnel, and your marketing campaign is the difference between the filter dealing with mud or water. One is easy to clear up; the other requires time and effort. What do you think your sales team’s time is worth? Marketing frees up your salespeople from dead ends and helps keep other parts of your workplace functioning with synergy instead of working against each other. Your sales team truly shines when they’re handed leads that work with them rather than against them. Your marketing process should cut a lot of junk out of the sales funnel. What do the leads look like before and after you run your marketing campaign? Seeing The Intangible The problem with most of our modern marketing efforts is that they’re too intangible in many ways. Your boss doesn’t get that the extra lead came from Joan specifically because she needed a company to solve her issue and she thought of you because of a conference that she got your card from. She saw your number and thought of you, and now she’s directed her entire business toward your sales team. How much does that first domino in the chain weigh for you? How much did that lead cost you? Can you quantify it easily, or is it something you need to sit down and think about? How many leads do you manage to pull in, and how much do you spend on your marketing? How much does your sales team spend? If you see the data and you really break it down, you can quickly figure out just what happens from your marketing campaigns. Seeing The Process What is your brand’s awareness worth? When James thinks of your field, does he think of you and your company? You can’t control what potential clients think, but you can control how they perceive you. We work to make sure that when people think of scalable IT, they think of us. When they think of visionary, they think of our CEO. We think big from the ground up. The data means we can see exactly where we are and just where we want to go. We don’t just focus on the sales funnel; we focus on the people behind each sale. Sales can really shine when the whole process enables people to see each other on an equal level. Seeing The Return On Investment The difference between the pieces we started with and what we’ve created is the difference between six of one and half a dozen of the other. What about the subtlety between lilac and lavender? They’re both floral, but one is bright and alive in a way the other lacks. Make sure you’re brighter than your competitors. The ROI you get from your marketing is going to depend on just how you approach the process and how you figure out your results. When you can actually differentiate the dawn from the dusk, you can see the implication of your efforts. Does it work for you, or does it just disappear? What does each transaction get you? A lead is expensive, but what is it worth to you? Your marketing feeds, catalyzes and enables your sales team. Do you see value, or do you just hope for it? Once you can see the process, you have to comprehend it and help others make sense of it. Is marketing a black hole for you, or is it the process that separates you and your competition? Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
aaa7513665ed9953eb4ed95ac657bd9c
https://www.forbes.com/sites/forbescommunicationscouncil/2020/03/24/the-power-of-consumer-collaboration/
The Power Of Consumer Collaboration
The Power Of Consumer Collaboration Photo: Getty CMOs today often find that resources (e.g., budget, personnel) are being squeezed, yet they are expected to do more with less. But imagine if you could share the marketing workload with your consumers. In the case of fast-moving consumer goods (FMCG), marketers have a potentially huge number of people who would be willing to help them and their brand. How do I know consumers are willing to engage and collaborate with brands? Research by Edelman revealed that 87% of people want more meaningful relationships with brands, yet 66% say brands don't share with them at all. This is nothing new — humans are wired this way. Collaboration is a survival skill, not a social skill. Before humans developed speech, we worked together to hunt, gather and protect, and nothing much has changed. It's the same in marketing, too. Take a stall at a weekend farmers market, for example. What makes a particular customer choose a particular trader? The first time it was likely by chance, but then they got to talking. The trader told her about his farm, and the buyer asked why he didn't stock kale. The following week, lo and behold, kale is in abundance, with a bunch set aside just for our buyer. Consequently, our buyer might come more often or even recommend the stall to her friends. If the trader later gives her a special deal based on what she buys, she's a customer for life. The beauty of the digital age we live in is that brands can create the market stall scenario at scale by engaging directly with consumers in a personalized one-on-one dialogue. Why is this collaboration such a powerful marketing tool? For starters, direct consumer collaboration is more important now than ever before due to COVID-19, as many other marketing channels (e.g., out-of-home advertising, cinema, events, etc.) are largely unavailable these days. Here are just a few things marketers can do in collaboration with their customers: 1. Offline Advocacy Consumers are watching less TV and blocking online ads, so marketers need advocates to talk about their products, as people increasingly receive information about brands from their social connections. And while most CEOs agreed that "getting closer to customers" was the top priority for their business, few realize that word of mouth already drives 13% of consumer sales. And according to research by WOMMA, an offline word-of-mouth impression can drive five times more sales than a paid media impression. 2. Social Influence Today's consumers spend more time than ever before on social media, with influencers having a significant sway over their attention, time, preferences and purchasing power. And influencers and key opinion leaders are not only relevant in fashion or travel but in nearly every product category, business or service industry. So, it should be of no surprise that the (paid) influencer marketing industry is expected to reach nearly $10 billion in ad spend this year. 3. Ratings And Reviews Ratings and reviews are also forms of online word of mouth. They're frequently given and even more often consulted, with a significant impact on purchase decisions. One study shows that user-generated content in general — and ratings and reviews, in particular — are more important for e-commerce sales than search engine or display advertising. 4. Real-Life Research Instead of relying on focus groups, imagine if marketers could work with much larger, more representative audience groups in their natural environments (e.g., at home, in the office, on the playground, etc.). How much more meaningful and genuine will the insights into what consumers think and feel about your products, services, advertising or brand be? 5. Co-Creation And Crowd Development Customer collaboration can happen at any stage of the product life cycle, with brands able to start collaborating at the ideation stage. Imagine launching a product knowing that it is going to be a huge success. Co-creation is the ultimate in consumer collaboration. In many cases, consumers are likely to view brands more positively when they're involved in product development. Lego is a great example of a brand that does this really well by engaging their most vocal fans and consumers in product creation on a dedicated innovation platform. Despite all of these advantages and benefits, Edelman found that only 6% of marketers feel they know how to harness the power of their consumers and implement collaborative elements in their marketing strategies and consumer engagement plans. So, the critical question is, how can marketing teams connect with consumers who are willing to collaborate with their brand? In my experience helping brands connect and collaborate with their consumers over the past 10 years, a best-in-class approach for FMCG companies and retailers is to integrate a collaborative marketing system into their existing customer relationship management (CRM) program and databases. P&G UK, a client of ours, is doing this exceptionally well with its "savvy circle," a dedicated collaborative engagement program integrated directly into its eCRM platform. Alternatively, brands could use their social media accounts to engage and collaborate with consumers. However, since Facebook and Instagram are not designed for this purpose, brands will need to be creative and add additional functionalities and tools to fully harness the energy of their fans and consumers. We've found that creating a dedicated platform and ecosystem that offers all engagement, dialogue, feedback and interaction tools can deliver better results. Brandon Hartness, an integration product manager at Adobe, put it best: "Consumers don't want to be marketed to, and I think that's great. I don't want to market to them, either. I want to create personalized, long-term experiences and relationships born of collaboration and connection. Because that's what keeps consumers coming back, and that's what drives the powerful word-of-mouth marketing and advocacy no amount of budget, strategy, or promotional outreach can buy." Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
e5817eef51010460299c28292c72ec16
https://www.forbes.com/sites/forbescommunicationscouncil/2020/03/27/benefits-of-podcasting-for-small-businesses-and-how-to-get-started/
Benefits Of Podcasting For Small Businesses And How To Get Started
Benefits Of Podcasting For Small Businesses And How To Get Started Photo: Getty While podcasting isn't a new phenomenon, it appears that more and more people are riding the wave. A quick browse on any streaming service will reveal a magnitude of shows that are hosted by celebrities and global brands. Whether you like comedy, sports, politics or celebrity chat shows, there is something for everyone. After launching the "20 Minute Marketing" podcast, I quickly realized that anyone can launch a show. In fact, there are over 30 million unique episodes online. Some of the weird and wonderful include "Muse Stories: The Unusual History of Gnomes" and "Whatever Happened To Pizza At McDonald's?" So, it should come as no surprise that podcasting offers major benefits. For popular celebrities and brands, those benefits come in the form of advertising revenue and high download figures. Whereas, for small to medium-sized businesses, podcasting is great for building trust and increasing brand awareness. Here are just a few ways podcasting can positively impact small businesses: More Content Podcasting offers a wide range of content opportunities. This can be beneficial for small business owners who are trying to balance numerous tasks at any given time. Before each episode is released, you can generate interest by posting previews. Once the episode is published, post updates across your social channels over the course of a few weeks. Try to mix things up and share a variety of written and audio content. If you have any photos or videos of the recording, share them. Audiograms also work well and can be created for free using sites like Headliner. Podcasts also provide additional content for your website. You can repurpose new episodes by turning them into blog posts (or vice versa). This works great when you are interviewing guests, as you can summarize and expand on their responses. Another option is to create a podcast page on your site and add embed codes for individual episodes. This enables visitors to listen to your show without having to leave your website. Better SEO Podcasting can also help with search engine optimization (SEO). For starters, it's a smart way to build backlinks to your site. If you are interviewing guests, you can ask them to promote the episode on their websites and link back to your podcast page. You can also earn backlinks by submitting your show to comparison sites and podcast directories, which works well if you cover a niche topic. Since search engines now consider social engagement a ranking factor, podcasting can be a big help. We've found that guests often share their episodes with their followers on LinkedIn, and these posts tend to generate high engagement. While this is great for SEO, it also means that an entirely new audience is exposed to your podcast page. Free Lessons Launching a podcast also helps you learn. Yes, you'll learn how to record, edit and publish a show. You'll also learn how to become a great host. But what I'm referring to here is that podcasting provides you with the opportunity to pick the brains of your guests. You can ask them anything you want (within reason), providing it's related to the overall theme of your show. If you were asking them those same questions via a cold call or on social media, chances are they'd be much more hesitant. You'd probably have to pay for that type of service. Improved Thought Leadership By sharing your opinions publicly, you can establish both yourself and your brand as a thought leader within your industry. This can help reassure potential clients who may be comparing your services with competitors in your field. Additionally, you can attract potential clients by offering them a chance to be on your show. So, be sure to promote your podcast on your email signatures and business cards! Getting Started Launching a podcast is much easier than it sounds. You just need a solid plan behind it. Start by thinking about the content that you'll be providing. Will you be interviewing guest experts or are you planning to go solo? If you decide to interview others, there are several free sites that match podcast hosts with relevant guests, such as MatchMaker, SpotaGuest and RadioGuestList.com. Then, think about how frequently you are going to publish new shows. This ultimately comes down to the amount of time you are willing to invest. A lot of shows have new episodes on a weekly or biweekly basis. However, others can be sporadic and still be very successful. Another option is to launch episodes in batches. Just remember that you'll need to spend time finding guests, editing and promoting episodes. The higher the frequency, the greater the commitment! Next, think about your recording location and equipment. As a small business, listeners don't expect you to have a professional studio or an expensive microphone. They probably won't even notice the faint bang as your coworker leaves the office. For example, we record our episodes in the office kitchen via a smartphone. If you are providing quality content and advice, then you'll be forgiven for the occasional sound blunder. Now, it's time to record your first episode. There are plenty of options if you are using a desktop. If you want to start simple, then Skype will get you by. If you're looking for better sound quality, consider using SquadCast, ZenCastr or Zoom. Another alternative is Anchor, which allows you to record, edit and publish episodes from your smartphone. Once your recording is complete, you'll need to pick a hosting site. Fortunately, there are several free options available. Taking The Leap Understandably, there is quite a lot of information to take in. My best advice would be to put yourself out there and give it a try. The more episodes you record, the better you'll become. And if you aren't quite ready to commit to your own show, then you can still gain significant value from becoming a guest on other shows. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
95633eb7b5895c8135818a7279301fe9
https://www.forbes.com/sites/forbescommunicationscouncil/2020/03/30/the-implications-of-video-communication-in-the-digital-dating-world/
The Implications Of Video Communication In The Digital Dating World
The Implications Of Video Communication In The Digital Dating World Photo: Getty In this era of digital-first communications, courtship has evolved. It started years ago when companies such as Match and eHarmony laid the groundwork with digital profiles, personality tests and chat features. This led to happily ever-after stories and an unfortunate number of comic tales of first dates gone wrong. Now that several dating platforms have launched video features, users have a powerful tool to weed out potential matches. Video gives users a more comprehensive glimpse into someone’s appearance and personality. Just as video has irrevocably changed the marketing landscape, it’s a giant step forward in the world of online dating. For my work at Spectrum Labs, I follow the latest trends in the dating space. As we work to help companies manage their online communities and combat toxic behaviors, I’m paying attention to the measures taken to improve safety for online dating. Video dating is emerging as a trend allowing for better trust and safety as well as engagement. Video Dating As A New Normal? Sharing videos of special moments or fun activities on social media is nothing new. YouTube was started back in 2005. Facebook first launched its video platform in 2007. Snapchat exploded after adding simple 10-second videos to its platform. The short-form video actually became a model for a growing number of social platforms. Despite that, it has taken years for video dating to gain popularity. Why the delay? Well, the prevailing theory I’ve observed is that it’s scary to show more online. Everyone has photos that show “their good side” or their “best angle.” This creates psychological protection. In addition, it takes dating platforms time and resources to develop the video features. Videos are harder to fake. They allow users a better gauge of mutual attraction. As users become more discretionary, video is gaining more momentum in the dating world and could turn into a new normal. Notable Trailblazers In Video Dating Dating platforms have been doing a lot of experimentation and innovation in video. Some platforms allow basic features such as pulling existing videos from your phone, while others offer full-blown real-time video chatting functionality. They have adopted various (and varying) rules, guidelines and moderation strategies. But they all share the same goal: improving match quality and experience. A good user experience results in better engagement and retention. The last several years have brought about a boom in video applications on dating platforms, much to the dating public’s delight. At the ripe old age of 25, Match, the matriarch of online dating, stepped out of its comfort zone with a candid (and sometimes corny) video option. It was a gamble at the time, but one that paid off. Tinder remains a trailblazer. In 2018, it launched a feature allowing users to upload two-second looping videos to their profiles with the tap of a button. Newer faces are also joining the online meetup world. Hinge rolled out a Tinder-like interface that links 30-second videos from your camera roll. Bumble friend-makers are now taking advantage of in-app video calling (optional so users need not worry about random calls). Lively creates virtual get-togethers of like-minded people via video chats and trivia challenges. Safety As A Path To Online Engagement “Safety” has become a trending word in the age of affluence and attention, particularly amid the recent COVID-19 outbreak. Now more than ever before, it’s time to realize safety should and can be the path to success for a platform. Video communication is being leveraged to further physical distance and allow for social distancing, in both the work and dating spheres. Yet, the importance of video goes beyond the temporary benefit of securing physical safety and health. Video dating needs its own set of safety mechanisms. In the mobile-first age, video further blurs the line between social and dating platforms. Marketers and industry leaders must recognize this fine line and provide users with trust and control to increase engagement. So, what are these cornerstones for safety in video? • Promotion of platform guidelines: Platforms must be overtly clear about what is appropriate content. Definitions for bad behaviors set the foundations that users can and must abide by. A more novel approach could be to require a short quiz verifying understanding before admittance. • Community-driven feedback: Let the community drive the common good. Reporting buttons can result in actions to review, flag and moderate users and content. Of course, users will not always agree on what is appropriate. Various algorithms can be deployed to ensure the appropriate context. • Human moderation: The best defense to reduce both human error and technology gaps is to supplement your algorithms with human moderation. Facebook reportedly has 15,000 content reviewers hunting for inappropriate content and “fake news.” • AI moderation: Bumble takes extra precautions to protect its women users. The choice to initiate video or phone chat is left up to them, while an AI-powered “private detector” scans images for inappropriate content. • Privacy features: Offer users the ability to control when and how they use video functionality. Lively, for example, allows video chat users to blur their screens until they feel comfortable. The era of video dating is here. With all of this popularity comes risk. It reduces the risk of inappropriate physical interaction, but the video itself can be inappropriate. User retention and engagement is the holy grail for marketers and industry leaders. Taking the measures listed above is critical to the sustainable growth of any social and/or dating platform prioritizing safety. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2020/03/31/10-benefits-of-working-with-microinfluencers/
10 Benefits Of Working With Microinfluencers
10 Benefits Of Working With Microinfluencers Businesses around the world have realized how important it is to get their products in front of the right audience. One of the ways they've decided to do this is by using influencers that have a massive following. However, influencers can be extremely expensive to work with, and the more followers they have, the less likely it is for your messaging to reach your target niche. Luckily, businesses have begun to realize that working with influencers with smaller but well-targeted audiences can yield a better return on investment. Here, 10 members of Forbes Communications Council share some of the benefits a company can look forward to when using microinfluencers to target a market. Members explain why working with microinfluencers is a smart idea for brands. Photos courtesy of the individual members 1. Quality Over Quantity When it comes to influencers, it's better to have a target audience and focus on quality over quantity. Quality influencers who represent your brand in an authentic and meaningful way will show more of a ROI than an influencer that isn't aligned with the overall brand messaging. Followers want to feel that the brand is authentic and finding reputable influencers will help overall credibility. - Kristen Wessel, ChicExecs PR & Retail Strategy Firm 2. Authenticity Everyone wants a quick fix, but quick fixes don't tend to work. Finding an influencer who has the same or similar values as your brand is key. It shouldn't be about size, but rather values, trust, reputation and authenticity. Our audiences are smart. Give them credit to be able to smell fake and untrustworthy situations. Take the necessary steps to build trust, not erode it. - Heather MacLean, Association of Professional Engineers and Geoscientists of New Brunswick Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 3. Unique ROI Since microinfluencers have fewer overall followers than macro, their audiences are often more engaged, offering a higher engagement rate, and brand collaborations draw more attention and produce better sales-specific ROI. Second, micro can be used as content drivers for brands looking to increase their content library, a cost-effective strategy when compared to a costly photo shoot. - Dixie Roberts, DKC/HangarFour 4. More Meaningful Results In the world of influencer marketing, numbers frequently lie. More followers do not always equate to better engagement and conversions. Relevance and authenticity are far more impactful. Identifying microinfluencers who align well with your brand values and who can engage with your product or service in a candid manner might equal fewer impressions but will deliver more meaningful results. - Leela Brennan, PXG (PARSONS XTREME GOLF) 5. Microtargeting We live in an age where marketers are focused on being highly relevant to their audiences and are crafting highly targeted and often personalized content. Microinfluencers can offer a way to identify and reach highly-targeted audiences with customized messaging, specific to their needs. When used properly, this can lead to a highly-engaged and responsive audience. - Tom Wozniak, OPTIZMO Technologies, LLC 6. Targeted, Highly-Engaged Followers Microinfluencers can help brands connect with hyper-targeted audiences. For example, if you are trying to reach adult women who skateboard (yes, we exist!), you could work with the @laterskatergang instead of someone who reaches a larger number of women interested in fitness. The benefit to your brand is reaching highly-engaged people who may not have responded to your broader campaigns. - Amrita Gurney, CrowdRiff 7. Greater Loyalty Microinfluencers have loyal tribes that are small yet mighty. Don't underestimate someone's small following. Look at engagement instead of number of followers. Microinfluencers are typically found within niches, which is a powerful way to find a group of raving fans that will be loyal to those within their tribe. - Holly Tate, Vanderbloemen Search Group 8. Improved Thought Leadership Profile Collaborating with microinfluencers can be extremely powerful for brands because of the association with thought leaders in your industry. Whether it's an interview with the influencer or the opportunity to co-present at a conference, microinfluencer partnerships can position your firm as highly-connected and in touch with the market, while also raising the company's thought leadership profile. - Nysha King, Healthmonix 9. Relatability And Trust When it comes to making a purchase, picking a new hair salon or even finding childcare, your best option is to get advice from people you know. That's why the microinfluencing tier is so important. These influencers have enough of an audience to persuade their audience on buying decisions, but are also members of our communities that we trust and know. - Amanda Dalrymple, Amanda Dalrymple Designs 10. Maximized Reach To Niche Audiences Collaborating with microinfluencers can be extremely effective to reach niche audiences. We use microinfluencers to promote our events, as the target audience is small, either in social impact or health inequity. Influencers such as authors, consultants or speakers help increase awareness, attendance and engagement at our events, reaching the right leaders and adding credibility to our events. - Amanda Ponzar, Community Health Charities
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https://www.forbes.com/sites/forbescommunicationscouncil/2020/03/31/why-cause-marketing-matters-more-now-than-ever-before/
Why Cause Marketing Matters More Now Than Ever Before
Why Cause Marketing Matters More Now Than Ever Before Photo: Getty When done right, cause marketing that takes a stand on social issues can dramatically increase a brand’s appeal. According to recent research, 81% of consumers say brands must earn their trust and 66% think brands should take a stand on social and political issues. While growing social and environmental consciousness has led to a proliferation of cause marketing campaigns over the past few years, the global COVID-19 pandemic has elevated the need for cause marketing to an entirely new and unprecedented level. As always, great care must be taken to engineer cause marketing campaigns that strike the right note without sounding hollow or completely tone deaf. But as COVID-19’s death toll could approach 100,000 in the U.S. alone, the gravity of this pandemic is unlike anything most Americans have ever seen. Today, brands are tasked with a far greater challenge than boosting sales; with much of the world facing life or death, brands must establish themselves as lifelines. Here’s how. Adapt your regular business model. COVID-19 is shaping up to be so impactful that companies could become most well-known for products they never intended to make. Exemplifying this phenomenon are automotive brands seeking to manufacture and donate ventilators to the hospitals hit hardest. Even though these machines have nothing to do with the automotive industry (and a high-acuity ventilator generally costs less than a luxury automobile), ventilators are assuredly now more valuable. Other companies that already provide products and services that can help people survive the effects of COVID-19 – such as financial strain or the stress of transitioning to remote work – are adapting how they offer those products and services. Cable and internet providers are rolling out substantially more affordable plans to keep people connected, while banks and credit card unions are allowing people to defer payments. The best thing any business can do for its marketing – especially during a pandemic – is to make what people need. Essential products and services must also be accessible and affordable. Now is simply not the time for businesses to conserve their budgets; those that do will be seen as idle – and nonessential – companies. Help shape the new normal. After only a few months – and just a few weeks in some locations – COVID-19 has impacted almost every area of people’s day-to-day lives. Brands that help people cope with this new reality will be the brands that establish themselves as cornerstones of society’s “new normal.” For example, as more people start working from home, they will naturally gravitate toward video conferencing platforms that offer free trials. At the same time, people will pay a premium for services – such as no-contact grocery delivery – that best prioritize their health and safety. Now more than ever, brands have a huge opportunity to increase their value with the right content marketing. It’s key to remember that, during a crisis, consumers don’t want to hear anything about a business unless it helps them. If you’re like most people, most of the marketing emails you’ve received from big brands over the past few weeks have exclusively addressed how each company is adjusting its operations to best serve the interests of their customers and employees. Brands can and should take their content marketing one step further by creating resources to help people redesign their lives. The best way to tackle content marketing is by addressing people’s pain points – whether that’s an infographic illustrating how to properly wash your hands and disinfect your home, digital entertainment to occupy kids while their parents work from home, or affordable recipes people can make with pantry staples while they’re quarantined at home – virtually any business can devise creative and meaningful material that can go a long way toward making people’s lives easier. Do everything you can. Every business – no matter how big or how small – can contribute in some way to mitigating the effects of this (or any) crisis. It is the responsibility of CEOs to ensure they have a voice on public platforms and social media to talk about these issues. But activism must be driven by action; unless a brand invests actual skin in the game, its message will be meaningless. Brands must clearly establish that they care about the long-term health of humanity over their short-term profits. It’s easy for any brand to be outspoken about the importance of social distancing on social media, but those that put their money where their mouth is by, for example, donating computers to low income households with children learning from home, will stand apart. The bigger the brand, the greater its responsibility. In order for our economy to stabilize and improve, small businesses have to keep operating. North American companies with the resources to do so should invest in helping small businesses survive this short-term setback. The most important thing to remember is that the whole world is suffering from the impact of this virus and only by banding together can we pull ourselves through. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4e97e6e5cdbd28aeabdc9467060f4fef
https://www.forbes.com/sites/forbescommunicationscouncil/2020/04/06/future-proofing-business-profitability-amid-a-pandemic/
Future-Proofing Business Profitability Amid A Crisis
Future-Proofing Business Profitability Amid A Crisis Photo: Getty Many business owners have spent time developing a financial plan that includes projected monthly, quarterly and annual profits. As the world closely monitors the coronavirus and subsequent COVID-19 outbreak, many business owners are feeling the financial impact and are worried about their projected profits. They may be feeling vulnerable and unstable, and even anticipate dipping into their savings to survive. Planning for the worst is the best way to protect your business from any financial impact as a result of a crisis. So, how can businesses profit-proof themselves for success? Implementing a few of the following actions can help your business weather trying times: Understanding Your Cash Flow Set aside time to learn how cash moves throughout your business. Review your revenue and expenses to better understand your monthly cash flows. If possible, examine the past two to three years of activity to uncover seasonal patterns. This will help you identify areas of improvement and ways to cut costs so you can predict your next steps. During this exercise, you may uncover excessive spending habits during a particular time of year. Based on this discovery, you can implement a spending and purchase approval policy. This can guide employees on how to spend, spending limits, purchase hierarchies and what types of purchases require approval. Additionally, review your supply costs for the past two to three years; this is key for businesses that make wholesale purchases. You may find that your supply costs have increased over time or that they’re higher than industry standards. If this happens to you, start researching replacement products, new brands, available discounts and alternative suppliers. Consider reaching out to your current supplier to secure a lower cost of goods. Engage Your Customer Base Now is the time to let customers know how your business is addressing the crisis. Start by highlighting procedures your business already had in place, and describe in detail any enhancements you’ve implemented. Include any applicable local and governmental resources. You can engage with your customers in various ways during a crisis, including on your website, blog posts, emails, live streams, direct calls and social media posts. Let your customers know that you genuinely care about their well-being. Share what your business is doing to protect customers and staff. For instance, in response to COVID-19 concerns, promote disinfecting techniques and hygiene protocols that your business has implemented. Share any employee policies for staff members experiencing symptoms. Take this opportunity to build trust and customer loyalty through open and honest communication. After your initial customer outreach, share how your business is handling requests, orders, product availability and hours of operation. Remember to showcase your personality as you digitally engage with your customers. The goal is to keep them informed and lift their spirits, if possible. While increasing your online activity, you may be hoping for new Facebook likes, newsletter subscribers or even YouTube fans. Know that this may or may not happen, but find comfort in the fact that you are increasing your online presence and keeping customers informed about your business. Embrace Digital Marketing While practicing social distancing and staying home, consumers will likely be on their digital devices more than ever. Lean into your digital marketing strategy by providing your target consumer with educational content to help them manage, process and face difficult and uncertain times. Consider working with your digital marketing team, agency, consultant or freelancer to create a new page on your website highlighting cleanliness tips and disease prevention from reputable sources like the Centers for Disease Control and Prevention. Repurpose this content as a blog article, and share it on your social media channels. Invest in updating your search engine optimization (SEO) strategy to ensure that your new content is indexed correctly. Develop Virtual Offerings And Products As more and more governing bodies implement shelter-in-place orders in response to the spread of COVID-19, consumers are making the required lifestyle adjustments and embracing a new norm. Consumers may be looking for productive tips and work-from-home advice. Share with your customers how you and your team are adjusting. Highlight the tools you are using, and share any lessons you’ve learned. Buying behaviors may also change, and virtual products or services have an opportunity to thrive. Use this moment to diversify your offerings. Examine your current line up with fresh eyes to determine what you can transform into a virtual option. For example, a law firm can implement virtual consultations via Google Hangout, Zoom or UberConference. With school districts closing, tutors can offer local parents age-appropriate daily learning activity sheets for purchase. It’s easy to feel overwhelmed when facing the uncertainty of a crisis. The key to success is using this time as an opportunity to assess and reinvigorate your business offerings. Remain involved with your business on a daily basis, and remember to take it one step at a time. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
a270098cf15890e010137fc9d3f0368d
https://www.forbes.com/sites/forbescommunicationscouncil/2020/04/07/six-email-marketing-strategies-for-home-care-agencies/
Six Email Marketing Strategies For Home Care Agencies
Six Email Marketing Strategies For Home Care Agencies Photo: Getty Email is one of the oldest forms of internet communication. That’s exactly why you shouldn’t overlook it as one of the most effective marketing tools in your toolkit. If your current email marketing campaign isn’t as successful as you’d like it to be, it might be because it lacks a sense of purpose. By following a few email marketing tips, you can easily get back on track and start filling up your sales funnel. Email marketing is not only an efficient way to engage your prospects; it’s also one of the more cost-effective ways to get leads and convert them into paying customers. In my work, I’ve found six effective email marketing steps for home care agencies, which entail setting up a customer relationship management (CRM) system, engaging prospects with interesting content, tracking your results, getting feedback and improving your branding. With a little planning and effort, email marketing in the home care industry can yield big payoffs. Set Up A Customer Relationship Management System You can pay a monthly fee for a CRM solution, such as Mailchimp, Constant Contact or any other email marketing service. First, segment your audiences into past clients, current clients and professionals in the community who work with people who may be interested in home care services. Develop an email marketing plan that’s catered to each segment. The next steps will guide you on how to bring your plan to life. Spark Their Attention The first hurdle in email marketing is grabbing your prospect’s attention in a good way. Everybody gets plenty of spam and emails that they’re not remotely interested in. They can delete emails they’re not interested in with a simple click. Your main goal should be to get your prospects to open your first email. If they don’t read it, your efforts are wasted. Getting them to read it begins with an interesting subject line. Come up with several ideas for subject lines. Which one is the most compelling? This could be a hot topic related to the industry. Would a subject line like “COVID-19 and Vulnerable Populations” grab your attention if you were looking for home care services? Your subject line could also indicate that they’ll miss out on something by not opening it. Getting them to open it is half the battle. The second hurdle is getting them to read the content inside the email. If they find the content inside the email to be interesting and valuable, they’ll be more likely to open the next string of emails. Above all, always be professional. If there’s any hint of disingenuity, it’s the last you’ll hear from them. So, if your email subject line is “COVID-19 and Vulnerable Populations,” your email had better discuss the topic with sincerity and with reliance on reputable and helpful information. Keep It Short, Simple And Succinct Be careful not to bog your audience down with too many ideas in one email. Long emails are boring. Don’t put your readers off with flowery language, and don’t come across as a sales pitch. This is the time to emphasize the value that your agency provides. I’ve found that an effective strategy is to give them one good nugget of information to think about. If you just posted a popular, thought-provoking blog post, include a snippet of it in your email and add a link so they can read the rest. If it’s appropriate, this is a good place to highlight a new promotion or announce an upcoming event. Don’t forget to give them a way to opt-out of your email string, so that you’re not in danger of violating the CAN-SPAM Act. Focus On Tracking Engagement CRMs offer analytics data so that you can know the open rate of each email and adjust your next campaign accordingly. You can also look at Google Analytics to identify traffic coming from your email campaigns. Remember that your ultimate goal is conversion. Start collecting data on your subscribers who are opening your emails. Record how many subscribers are opening your emails and how long they’re staying on your blog posts. Keep an eye on how many times they’re sharing your posts on social media accounts. Don’t gloss over this data! It tells you where your customers’ true interests lie. The most popular blog posts will give you valuable content for future newsletters because they contain the type of information that people want to know most — not what you think they want to know. Set Up Avenues For Feedback, And Pay Attention To Them When you add links to your blog posts in your emails, be sure to include a section for comments. I’ve also found that prospects are often willing to respond to an occasional poll, which will help you to vary your content a bit. Both strategies will provide you with actionable data. Customize Your Own Email Templates You don’t need to be a developer to create your own attractive email templates. Take advantage of the fact that the software does most of the work for you. Make your email templates personal while keeping them simple and classic. Match them with your branding, and use them to help build a positive image. Finally, you can subscribe to another agency’s newsletter and get some ideas, but don’t copy it — just get inspiration. By receiving competitors’ emails, you can also figure out how to create a set of emails, the frequency, tone, etc. I recommend subscribing to a couple of home care franchise newsletters, as there are some that do a great job in email marketing. Email marketing campaigns are efficient because they’re low cost, and they work with all age groups. It’s not complicated to put together an effective email marketing campaign when you put some thought and effort into it. Your payoff will be a high conversion rate and the retention of existing subscribers. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
1e2db1844bb50a2a4adc8c7a8c8b1db5
https://www.forbes.com/sites/forbescommunicationscouncil/2020/04/17/approaching-email-marketing-during-a-public-crisis/
Approaching Email Marketing During A Public Crisis
Approaching Email Marketing During A Public Crisis Photo: Getty For any company, communications and marketing during a crisis (whether it’s an international or national emergency or something more localized) can be tremendously challenging across a range of areas. In times of crisis, many of the normal email best practices are either altered or heightened. It definitely isn’t business as usual. Successful email marketers will dial in their messaging strategy to ensure it finds the right balance between continuing to serve its marketing purpose and taking the prevailing situation into account. Here are a few key areas for email marketers to focus their attention when running email campaigns in the face of a public crisis or emergency. More Than Ever, Think About Your Audience As marketers, we always want to focus on our audience. What will resonate with them and get them to engage with our content? This is a best practice for just about every marketer and certainly for email marketers in every campaign. However, in a time of public crisis, it’s even more important that you really think about the people you are communicating with. While normally, you would tailor your email content to what you believe will catch their attention and convince them to engage, that also comes with an assumption that life is going along more or less like normal. During a crisis, people have a different mindset. They likely aren’t focused on a lot of the things that concern them in normal daily life. Instead, they may be preoccupied (and possibly consumed) with the crisis. With this in mind, you need to think carefully about your message within the context of the larger issues. Will your message relate to the crisis and offer assistance in dealing with it? Will it provide a welcome distraction and help your audience think about something else for a period of time? Or will it be ignored because it simply isn’t seen as important enough to even warrant their attention at the moment? Do your best to put yourself in your audience’s place and think about how your message can best resonate with them. How Should You Address The Crisis? One big decision you have to make is if and how you address the crisis in your email content. There is simply no best practice on this topic that can help in every situation. It has to be a case-by-case decision. There are probably a few questions you can ask yourself that might help you make the decision. 1. Does your product/service or marketing content somehow address the crisis, or is it related in some way? 2. Is there a logical reason behind why you would be mentioning the crisis in your marketing content? 3. Does the crisis impact you and your company directly, in ways that you share with your audience? 4. Can you include information about the current crisis in your email without coming across as taking advantage of the situation? If you can answer yes to these questions, you may have a reason to mention the crisis in your email content. But, I would recommend still considering it carefully. You need to make sure that your marketing messaging doesn’t seem to be capitalizing on an opportunity created by the crisis. Be certain that your content comes across as genuine and honest, and that the tone is in keeping with the situation itself. This can be extremely challenging. Think About Your Subject Line This relates right back to our last subject — raising the crisis in your email copy. The same question comes into play for your subject line but may actually be even more important. The subject line is the first thing your recipients see when your email reaches their inbox. As always, it plays a huge part in their decision on whether to open your email or not. During a crisis or other major public event, emails that use wording related to the situation may appear in subject lines throughout your recipients’ inboxes. It may be that they are more likely to open these emails, looking for relevant information. However, they may also grow tired of seeing too many related subject lines and begin to actively disregard many messages based on this fact alone. One good approach would be to determine if your email content is extremely focused on the crisis itself. If so, then including it in the subject line may be the most logical way to let recipients know what is in the email. However, if your email is more general, while still including content about the situation your audience is enmeshed in, you may want to use a more standard subject line. However you proceed, the most important step is to give even more consideration to your subject line than you normally would. Competition For Attention Any email marketing campaign has the goal of standing out from the crowd and from other communications competing for the attention of your audience. This challenge remains during a major crisis. However, what you’re competing against for that attention may be very different. On a normal day, your competition will include other marketing messaging from various companies, news and other informational content, as well as personal or work-related messaging. But, in a crisis, there is another overarching situation that may be on your recipients’ minds, and that particular topic might be popping up in their email inboxes, too. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
a16f6b0123bb28bbd967d93bcf882e6f
https://www.forbes.com/sites/forbescommunicationscouncil/2020/04/22/transforming-messages-to-deliver-customer-value/
Transforming Messages To Deliver Customer Value
Transforming Messages To Deliver Customer Value Photo: Getty Customer service is quickly taking center stage as COVID-19 and the resulting economic impacts affect operations across a variety of industries. Customers are clamoring for sold-out supplies, wondering when they’ll receive their orders and growing increasingly frustrated with moving availability and delivery dates. What’s a marketer to do? Many are focusing on customer service in ways they haven’t before, both from a proactive standpoint and a reactive one. During a crisis, it all boils down to proper communication across proper channels. Here are a few customer service communications tips to help transform the ability to educate and inform, minimizing frustrations for both marketers and customers during challenging times. Get Clarity During a crisis, it’s more important than ever to understand customer data and organize customers by activity and not typical segmentation factors like age, likes, location, etc. Knowing where customers are in their brand journey will help organizations identify needs proactively and create opportunities for proactive message development. For example, if you’re a hotel chain, take a look at customer activity, and identify who’s expected to check into your hotel properties. Then, proactively reach out and share information that’s critical to your guests, such as sanitation guidelines, on-site support, cancellation policies, options for rescheduling or ways you plan to ease customer frustration during uncertain times. In general, most people are concerned about the current crisis, not tying up loose ends for a trip they booked a year ago that they’ve now mostly forgotten about. By being proactive and offering helpful information to customers, brands accomplish three very important things: • Effectively communicating their customer-first approach. • Mitigating the volume of incoming calls and emails from angry customers. • Demonstrating their ability to understand customer needs by effectively merging data with communications and thoughtful messaging. Invest In Proactive Outreach To Lighten Customer Service Backlogs Have you recently tried to call an airline to update travel plans? Wait times are hours long, and by the time you are connected to a customer representative, you’re already over it. Many customers may be entering into customer service conversations already upset, which can fuel frustration on both ends of the phone line. While ramping up a customer service workforce takes time, strategizing marketing communications to mitigate the burden on customer service is something that can be done with speed and efficiency. Clear, informative messaging has the ability to proactively address future customer confusion and allow for highly effective self-troubleshooting. Just as important as the message is knowing how to deliver the right information across the right channels. Consider these ideas: • Develop relevant, searchable information for customers to self-troubleshoot on your website or app. • Make information easily transferable across a variety of channels: instructional details via landing pages, emails, tutorial videos, etc. • If you send mass emails, ensure replies can be received at a customer care inbox and the emails have auto-replies with the expected response time — e.g., “Thanks for emailing us! Someone in customer care will respond to this email within 24 hours.” • Keep customers informed and engaged by leveraging messaging for feedback. A brand can learn valuable lessons about what’s working and what’s not working, giving customers a way to communicate their preferences, which will certainly come in handy for marketing personalization later. Tightening your messaging strategy and content makes it easy to further support your customer-facing workforce by maintaining consistency and minimizing confusion as the team engages with customers. These “front-line” interactions hold a lot of weight for the overall brand and can be the difference between well-informed, satisfied customers and confused, dissatisfied ones. The current context is a massive opportunity to help your operational colleagues with the task of managing customer care and will go a long way in building brand loyalty with your customers. Sometimes, the best brand advocates come from a place of needing help and getting it in a proactive way. Consider Incorporating Empathetic And Helpful ‘Just Because’ Messages Not that long ago, I received a “just because” card in the mail. I didn’t expect it, and it wasn’t necessarily about anything important, but I appreciated it nonetheless. Marketing communication strategies can often be in need of “just because” messages, too. Yes, inboxes have received an onslaught of marketing emails lately — many of them COVID-19-themed and related to safety, brand changes, etc. Unfortunately, people have gotten used to hearing a lot of bad news, and they’re likely ready for uplifting messaging right about now. The reality is, organizations must learn how to balance “business as usual” with crisis-sensitive messages, and for some, that means a promotional message here and there. In addition to message testing for tone and relevance, brands can also use communications tools to send “just because” messages. This could be anything from a “We’re here for you” message to “Here’s how we’re adjusting business to be a helper during these times” — a positive, uplifting, welcomed break from the typical doom and gloom. In response to COVID-19, for example, Burger King’s commercial touches on several of these “just because” messages, conveying a sense of reassurance while reminding people they’re open for business. Remember, we all need a mental and emotional break during challenging times, and sometimes that will come from somewhere or someone unexpected. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2020/04/27/seven-creative-things-to-do-when-your-marketing-budget-is-cut/
Seven Creative Things To Do When Your Marketing Budget Is Cut
Seven Creative Things To Do When Your Marketing Budget Is Cut Photo: Getty There are many situations that could lead to company budget cuts. A company’s marketing spend is often one of the first areas to get reduced when times are tough. However, decreasing spending may not always be the right thing to do. In fact, Harvard Business Review found that “On average, increases in marketing spending during a recession have boosted financial performance throughout the year following the recession.” It can be difficult to continue spending on marketing activities when there’s just no cash flow. This is the time to flex your creativity and find ways to help make your marketing dollars go farther. Here are some ideas: 1. Leverage your employees. Look internally, and you may discover special talents of your employees that can reduce vendor fees. Some modern hobbies that can help a marketing team include photography, graphic design, social and influencer marketing, creative writing, and blogging. Your loyal employees and stakeholders may also have networks of potential customers. Ask them to share your messages on social media, forward your emails and refer friends who may need your product or service. 2. Explore partner marketing. Use your relationships with other businesses and share your resources for a bigger audience and better buying power. According to Hinge’s 2020 “High Growth Research Survey,” one in three high-growth companies ranked partnership marketing as “the most impactful” marketing technique. There are many ways companies can work together, including joint products, co-authored content, product placement and combined distribution efforts. Cross-promotions can be an affordable way to extend your reach by partnering with other companies that have similar customer bases. By combining your assets, such as your budget, team and channels, you’re dividing the effort and both parties can benefit. 3. Focus on cost-effective channels. Public relations (PR) is a clever way to get eyeballs on your content without spending a lot of money. Invest your time in reaching out to journalists and bloggers whose audiences may be interested in your offerings. With relevant and interesting content, you can motivate them to feature you. Your social media pages and email lists are also great examples of channels where you can communicate your message without spending. 4. Free up your time with free tools. Another way to limit expenses is to evaluate your marketing software subscriptions. There are many free tools for your marketing tech stack that also improve your team’s productivity. Freemium models exist for programs that manage email workflows, customer FAQs through chatbots, social media, customer relations, search engine optimization (SEO), stock photography, design, data analytics and reporting — the list goes on. 5. Insource key activities, and outsource experts. In a study by Deloitte, 59% of businesses cited reducing or controlling costs as their top reason to outsource. Reorganize your team structure to keep core competencies and generalists in-house, while seeking part-time help from agencies for specialized tasks and greater staffing flexibility. In certain cases, jobs may not require full-time employees, or you may not be able to afford specific expertise. One solution would be to hire a part-time specialist so you can access a more experienced resource. With lower training and benefits costs combined with a higher productivity level, companies can benefit from a lower overall expense. 6. Double down on your existing customers. Lower your cost of acquisition by focusing on your current client base. By investing in your customer retention strategies, such as increasing sales through cross-selling or creating complementary services, you can grow basket size and also lifetime value. Encourage loyal customers to recommend you to their network. Whether it is a Google review that will help persuade new customers, sharing your content on social media or a referral, these actions build brand trust and credibility. 7. Seek additional sources of revenue. Grants, funds or government programs can cover labor overheads such as interns, work placements or summer students, ultimately boosting your manpower. There are also pitch competitions with cash prizes and accelerators built to help companies grow. Crowdfunding campaigns like Kickstarter are another way to help you get needed capital and give you strong momentum behind your product launches. Overall, look for options to develop different revenue streams, and you may find some hidden gems, such as monetizing your content or engaging leaders in paid speaking opportunities. While cutting a marketing budget may feel like a death sentence, it doesn’t have to be. By thinking outside the box, you can find many economical ways to optimize what you do have, reach your customers and increase revenue. It may also push you to stumble across an inexpensive strategy with a great return on investment that you can incorporate into your long-term marketing mix. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
3ab9fbfaba5cb5bbf85fdc9c1faf035b
https://www.forbes.com/sites/forbescommunicationscouncil/2020/04/29/lead-the-charge-on-the-cleaning-and-management-of-mobile-computing-devices/
Lead The Charge On The Cleaning And Management Of Mobile Computing Devices
Lead The Charge On The Cleaning And Management Of Mobile Computing Devices Photo: Getty How often are the different technology devices your employees and customers touch throughout the day cleaned or wiped down? Considering the astonishing number of germs that live on our personal smartphones, tablets and laptops, one can only imagine the germs passed around on technology devices shared in retail, hospitality, food service, healthcare, manufacturing, warehousing, and even military or government settings. Think about how many times you touch a screen in a public place to fill out forms, check in for appointments, place orders, process debit or credit card payments, and more. Then consider how many times your teams have touched a handheld mobile computer, smartphone, scanner, tablet or printer also touched by their co-workers or customers. It’s not enough to clean the glass components or the surfaces of buttons on mobile devices, scanners, computers and printers. You must thoroughly and frequently disinfect the plastic parts, including the housing and accessories to prevent the transmission of contagions among workers and others sharing devices within or across shifts. Nearly every business relies on mobile technology in some way. For example, Zebra Technologies’ mobile computers, scanners, printers, tablets and wearables are used by a multitude of private and public sector entities to provide real-time data, workflow management and streamlined communications for retail, e-commerce and restaurant order fulfillment, utility infrastructure maintenance, public safety, patient care, and more. By regularly disinfecting the external components of these devices, you’re helping to keep workers healthy and productive in the same way that recharging the battery, installing new security features and updating software on a regular basis helps to keep internal components and devices “healthy” and productive. As a bonus, mandating multiple daily device cleanings actually gives you an easy way to maintain accountability for all devices. If workers are properly logging their cleaning actions — like they would any other maintenance action — then you’ll know if there are any missing or damaged devices. For example, hospitals are typically known to be relatively clean, safe environments. Yet staff and patients can easily be compromised by insufficient device cleaning and management practices, especially considering the critical role that mobile devices, barcode scanners and mobile printers play in managing the higher patient loads and surge in lab tests experienced during a pandemic. Mobile devices can give front-line healthcare providers a safe, effective way to communicate and coordinate with other support staff in real time about patient status, test results, treatment protocols and more. They can also introduce much-needed efficiencies and accuracies during patient intake, identification verification and specimen collection processes, while making it easy to locate critical equipment and supplies within the hospital during rapid-response periods. These devices are touched by multiple clinicians in the course of the day, each of whom also touches patients, collects specimens, and handles wheelchairs, IV poles, blood pressure machines and other shared equipment that could be contaminated. Keeping them maintained and disinfected is paramount. But hospitals are not the only ones that must prioritize human health and, therefore, mobile device health. Mobile technologies enable a multitude of industries to maintain operational continuity and handle surge capacity in times of crisis. They are also critical to the safe, efficient delivery of many different essential goods and services. That is why all organizations, regardless of industry, should proactively implement and enforce internal management and cleaning procedures for all shared technology devices. These best practices may prove beneficial. Define who is responsible for accounting for and maintaining these devices. Depending on your organizational structure and geographical distribution of your operations, you may want to assign a team lead at each site — possibly within each department — to oversee the physical maintenance actions for deployed devices, particularly device cleaning. This should be someone on the ground who can monitor policy compliance and supply levels. Appointing a team lead can help ensure employees don’t stop cleaning devices or start improvising with alternative cleaning methods because they’ve run out of approved cleaning agents. Of course, IT will likely continue to monitor and manage device configuration, updates, security and more per your established processes. Introduce a detailed device cleaning policy. In healthcare and beyond, clean hands plus clean devices equals an even more effective infection control strategy. Issuing a point-by-point device cleaning policy is imperative for year-round infection control in any workplace or public setting. To note, consumer-grade devices can’t be cleaned to the extreme disinfection standards required in healthcare settings without risking damage to the devices. Ensure your teams look up the cleaning section of the user guide for your exact model on the manufacturer’s website. I recommend you include the following information and confirm all employees have read and understand their roles and shared responsibilities in this process: • Which devices are to be cleaned. • How often they are to be cleaned. • How exactly they are to be cleaned. • Who is assigned to clean them. • How cleanings will be tracked. Create a schedule for teamwide trainings. Though most people are accustomed to cleaning their personal technology devices, the disinfecting process and chemicals/wipes are often different for enterprise-grade devices. It is important that all new hires are trained on the proper cleaning processes and your organization’s overall device maintenance requirements on day one. And reinforcement is key to ensuring that maintenance actions become habit. I recommend you also remind everyone of the device cleaning requirements during routine team meetings or email communications. It’s also helpful for the assigned compliance managers to check in, one on one, with employees charged with cleaning shared devices to ensure they regularly, thoroughly disinfect the devices, including the crevices. People get busy, so it’s important to reinforce the criticality of device cleaning so it is not deprioritized or rushed. If you’re worried such policies could become a burden, remember you probably have similar procedures for other areas of your business. Implementing policies for device management and disinfection will take far less time to complete, and it’s certainly worth the effort. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
3551c9ffc225eb61952a76ca2cd6e128
https://www.forbes.com/sites/forbescommunicationscouncil/2020/04/30/consumer-trust-is-the-currency-of-business-now-more-than-ever/
Consumer Trust Is The Currency Of Business -- Now More Than Ever
Consumer Trust Is The Currency Of Business -- Now More Than Ever Photo: Getty In 2019, consumer trust in brands reached a new low. In the wake of events like Facebook’s involvement in the Cambridge Analytica scandal, many consumers felt companies didn’t operate with their best interests in mind and agreed that trust was a major factor in their buying decisions. Fast forward to 2020: A global pandemic has brought consumer trust to another critical juncture. As more of the world enters quarantine to stop the virus’s spread, daily activities are moving online. Video conferencing platforms like Zoom and Google Hangouts are facilitating everything from social gatherings to K-12 classes to therapy sessions. Online exercise company Peloton saw app downloads increase five times more in March than February. Instacart said its orders have surged as much as 150% in some places. Digital services are no longer simply a convenience; they are a necessity. Businesses that are racing to offer more digital services during this time (and beyond it) have to balance the pace at which they can meet the digital needs of their customers with the responsibility of protecting consumer data. Some businesses will make the unfortunate mistake of prioritizing innovation ahead of data privacy compliance -- but one doesn't have to be sacrificed for the other. Just like the invention and evolution of brakes enabled cars to go faster, data compliance and data governance, when done right, can accelerate the pace at which a business innovates rather than slowing it down. Rapid responses require a strong digital strategy. More and more companies are working directly with government organizations to help disseminate information to communities. For example, in March, Apple launched an informational app to help customers stay informed about the virus. Boston-based Buoy Health is putting its AI-health assistant to work screening Massachusetts residents for coronavirus symptoms, lightening the load on local hospitals while they deal with a rising number of cases. The key to these rapid responses is digital infrastructure. Companies like Apple and Buoy Health are able to quickly release digital tools because they have strong digital strategies in place. They’re able to use data to leverage technologies such as the cloud and enable continuous innovation. This creates an environment for rapidly testing and deploying high-quality digital experiences that meet customer needs. And the ability to respond quickly to rapid shifts in customer needs can both increase consumer confidence in these companies and equip them to withstand fluctuations in the market over time. Protect data not because it’s mandated, but because customers expect it. With more of our daily lives moving online, more sensitive data is at risk. But for some companies, the economic situation caused by the pandemic is causing a deprioritization of privacy efforts. For example, in a recent letter to the California attorney general, a number of companies asked for forbearance on the upcoming enforcement deadline of the California Consumer Privacy Act. Consumers still expect companies to protect their personal privacy and security. According to a March report from 451 Research, 89% of consumers reported being concerned with protecting their personal data. That data is more at risk than ever before, with hackers taking advantage of the crisis. Reports show increases in everything from phishing attempts to distributed denial of service (DDoS) attacks to ransomware attacks. Businesses are gambling with their reputation and consumer trust when they fail to prioritize security and privacy. Revenue lost can be salvaged, but trust lost once is often lost forever. Technology is a critical tool for ensuring that businesses can rise to meet customer expectations. That’s especially true as the current healthcare crisis begins to redefine the relationship between companies and their customers. Rather than a transactional relationship, it’s becoming much more nuanced. Beyond traditional goods and services, these companies are providing everything from access to important information to a means of connection between family and friends. And in that new relationship, trust is key. Now is not the time to squander that trust. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
5a117eff918edda76eab24c2c7595222
https://www.forbes.com/sites/forbescommunicationscouncil/2020/05/12/seven-types-of-email-subject-lines-to-boost-your-open-rate/
Seven Types Of Email Subject Lines To Boost Your Open Rate
Seven Types Of Email Subject Lines To Boost Your Open Rate Photo: Getty Emails are a powerful marketing tool and a universal way to get in touch with your audience for any purpose: to share useful content or company news, announce a sale or new product arrival, communicate about an order, and more. In today’s world of endless promotions and notification pings, it’s become more and more difficult to be noticed. With emails, users typically only pay attention to the sender’s name and the subject. This means your subject line is crucial to getting the message of your email across, and it plays a big part in the success of your whole campaign. How To Tell If Your Subject Line Strategy Is Efficient If you’re using professional email marketing services, like Mailchimp or AWeber, you can check your subject line performance easily. These services show detailed reports on each email you send out, and statistics are provided for you to gauge performance. In the case of subject lines, you’ll want to pay attention to the open rate of your emails, which is the percentage of users who open your message. According to HubSpot, a healthy open rate for emails is about 37% (based on an average across 28 industries). Here, I’ll share with you seven tips for writing effective subject lines that I’ve discovered, tested and polished over the years — and 14 examples of email subject lines that have achieved maximum open rates for one of our company’s brands that offers e-commerce software and services. 1. Use the ‘how to’ structure. “How to promote your store on 4 social networks AT ONCE” “How to create a WooCommerce store in 15 easy steps” The key to writing efficient subject lines of this type is to focus on the exact benefits and positive results the readers will start enjoying after putting your advice into practice. 2. Include numbers in your subject lines. “5 ways to trigger impulse purchases in your store” “30 social media mistakes you don’t want to make” Such subject lines make it clear that the message’s author is highly experienced in this professional area and can give expert, well-structured, beginner-friendly advice to any reader. 3. Try to keep the subject line short. “Run your ads like a PRO with Facebook Pixel” “Cheapest, fastest, safest: best shipping methods” It’s better to make subject lines up to 60-65 characters long, as it prevents them from being cut off by email services and, therefore, not seen in full by readers. If your subject line is longer, put the most important words first. 4. Spark readers’ curiosity. “20 most discussed products of March [Hype trends]” “How to make profits selling ONE product only?” To make this strategy work, it’s essential to focus on the readers’ areas of interest: the core reasons why they subscribed to this particular newsletter in the first place. Our readers, for example, are highly enthusiastic about topics covering product strategies, niche choice and the experiences of other online business owners. This is also why these insights are so common in our emails and overall content strategy. 5. Share free offers. “15 business owners answer YOUR questions [Free eBook]” “Get free access to an exclusive dropshipping directory” If you have any resources, subscriptions, products or services (really, any offers that can be given for free), it is a great idea to share them with your audience and highlight their free nature in an email subject line. We all love knowledge and help when it’s free, so make that a point! 6. Place a question to the reader in the subject line. “Do you have a social media content calendar?” “Can you dropship … food? [20 product ideas]” By encouraging readers to share their personal views, experiences and insights in the form of a question, it’s easier to open up engagement with a customer or potential lead since they will be inclined to answer simply by seeing your question. 7. Avoid spam in the subject line. “Not sure what to sell in your store? Check this out” “Need trusted suppliers? We know some!” Don’t write subject lines for the sole purpose of making the reader click on them. Instead, phrase them in a way that lets the reader instantly know there’s helpful and relevant content inside that could actually solve some of their business issues. So, there’s no need for hype for the sake of hype (although the word “hype” in a subject line can definitely boost open rates). A powerful subject line is more of a promise — and it’s your duty to keep it. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2020/05/27/how-to-encourage-teams-to-share-creative-marketing-ideas-16-expert-tips/
How To Encourage Teams To Share Creative Marketing Ideas: 16 Expert Tips
How To Encourage Teams To Share Creative Marketing Ideas: 16 Expert Tips Marketing departments live and die on the quality of their innovation, in an industry where businesses can’t sit on their laurels for too long. Innovative change is needed constantly, and innovation relies heavily on solid insight and thorough input to be successful. Sometimes, the best ideas come from the sources you’d least expect. In the case of many businesses, employees from across all departments, not only marketing or communications, can provide valuable insight and innovative ideas. The hardest part is to encourage them to share their thoughts. Creative sharing could introduce the competitive edge a company needs to help it beat back the competition. These 16 contributors to Forbes Communications Council look at the best way for a leader to encourage creative sharing within their team, leading to more innovative ideas pitched each session. Members offer their best tips for encouraging team members to share their creative marketing ideas. Photos courtesy of the individual members 1. Lead With Passion And Empathy Passion and empathy are constructively contagious -- from fostering ideas to building creative campaigns. Our individual passion for a single idea may not always lead to fruition, but combined with empathy, we create from an understanding of another's point of view -- bringing the best of all ideas to build meaningful connections with our customers through marketing campaigns that spark relevance. - Anna Luo, Jivox 2. Keep It Simple Sometimes, keeping it simple is best. Having a Slack channel that everyone (even non-marketers) can contribute to can spark great ideas! Getting as many minds in the room as you can not only brings more ideas to the table, but exposes them to a larger, more critical audience for vetting. - Amanda Bohne, AppNeta 3. Run An Effective Brainstorm Session When developing a marketing campaign, provide your team with an opportunity to share their ideas beforehand during a brainstorming session. To pull this off, ask your team to come up with a handful of ideas to share during your meeting. As your team shares their thoughts, you and your team will be able to better collaborate together and discover creative ways to connect with your target market. - Jesse Wisnewski, Tithe.ly Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 4. Show Employees They Matter The best way to get employees to share creative ideas is to ask them for recommendations and then implement their suggestions. Talk is cheap. Doing is powerful! When companies actually implement employee feedback, people contribute more. It’s human nature and applies to business, too. - Stacy Sherman, Customer Experience Expert 5. Encourage And Celebrate Continuous Learning We challenge every member of our marketing organization to incubate ideas and bubble them up. Lead by example, dedicating time for self-study, then hold your managers accountable for encouraging continuous learning with their employees. By expecting innovation and celebrating it, employees will create positive change for your customers. - Andrew Thomas, Kforce 6. Just Ask Them This is simple. Ask for their ideas. Share some inspiration and communicate what you liked about it. Issue a grand challenge -- "What if we stopped thinking like a charity brand and started thinking like a performance brand? What would Nike do? What would that look like for us?" Give them permission to think outside of your category. - Natalie Straight, Eatel 7. Use Collaboration Tools Using online collaboration tools such as Microsoft Teams to gather feedback and ideas is a great way for people to participate in creative thinking within a company. People can easily submit ideas and comment on each other’s input, feeding off of the different concepts submitted to help generate even more ideas. They're able to participate and collaborate without being physically located together. - Alexi Lambert Leimbach, Xcellimark 8. Develop Trust And Openness Before any team meeting or brainstorming session can generate good ideas, you need to form a base level of trust and openness with your team. Demonstrate that you want to hear their ideas and that even "bad" ideas won't be ridiculed or dismissed. When the team feels that their ideas and input are valued, they are far more likely to contribute during your next brainstorming activity. - Tom Wozniak, OPTIZMO Technologies, LLC 9. Encourage A Test And Measure Mindset You should encourage a test and measure mindset. This may mean new ways of creating content, new customer touchpoints, or a different approach to the competition. Stay on top of industry trends, and perhaps take an hour to attend a webinar about a new marketing technology or approach. - Sara Larsen, Brightcove 10. Take Inspiration From Other Creative Fields Some of the best techniques for creative ideation include storyboarding, using inspiration from other creative fields such as art, performance, architecture, business, advertising and communications. By staying in touch with those areas of art, architecture and culturally-relevant sources, marketers are able to generate ideas that are timely and appropriate to cultural norms and trends. - MaryAnn Holder-Browne, Bizagi 11. Hold Friendly Interdepartmental Contests Leaving marketing efforts to solely your marketing team is a recipe for disaster. The trouble with incentivizing the rest of your team is that brainstorming marketing concepts is in addition to their regular day-to-day tasks. Creating some friendly rivalry between departments (with an added bonus of a reward for the team that contributes the most) is a great way to get the creative juices flowing. - Patrick Ward, Rootstrap 12. Develop The Right Culture By creating a work environment where employees feel they can share their ideas without judgment, more creative ideas will come out. Leaders must be open to listening, hold regular brainstorms and have programs in place to take in ideas (like an idea bank). The recognition of good ideas, as well as seeing some of their suggestions come to life, are also strong motivators to continue contributing. - Roshni Wijayasinha, Foxquilt 13. Socialize Your Marketing Playbook Our marketing team recently shared our 2020 marketing framework with the entire company. We wanted to give people the insight they require to see how their marketing needs fit into the bigger plan. This week, our pro services team presented Marketing with an innovative campaign that helped their customers and also filled one of Marketing's Q2 goals. We love working together to source new ideas. - Nick Runyon, PFL.com 14. Give Credit Generously Whether a great idea comes from the front lines or behind the scenes, when it goes live, give the person who seeded the idea public credit/thanks. Even if you had to make major revisions, acknowledgment is critical. It not only makes the contributor feel good, but also demonstrates the behavior you want from the larger team, while also motivating others to contribute for their moment of glory. - Ellen Sluder, RingBoost 15. Give Everyone Space And A Voice I have worked with some brilliant creatives and strategists. I have also worked with some green, entry-level people. Surprisingly, they have both come up with great campaign strategies and ideas. While there are definite roles and lanes to stay in, giving everyone a voice and freedom to research, brainstorm and ideate is critical. Don't lose that great strategy because it wasn't their role. - Corey Morris, Voltage 16. Learn From Improv Here are three keys to get creative ideas flowing for campaigns: First, have dedicated sessions or forums to exchange and riff on the ideas for each campaign. Second, use the improvisational technique of "Yes, and..." versus "Yes, but..." to make sure ideas don't get squashed before they've had a chance. Third, capture all of the ideas somewhere so they can be revisited, combined or reused. - Tom Treanor, Arm Treasure Data
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https://www.forbes.com/sites/forbescommunicationscouncil/2020/05/27/your-guide-to-running-facebook-ad-campaigns-like-a-pro-in-2020/
Your Guide To Running Facebook Ad Campaigns Like A Pro In 2020
Your Guide To Running Facebook Ad Campaigns Like A Pro In 2020 Photo: Pexels Facebook reported over 2.5 billion monthly active users in December 2019 — that's nearly one-third of the entire world's population. This makes it an invaluable resource for entrepreneurs and business owners looking to cast a wide net with their pay-per-click (PPC) advertisements. The downside is that the Facebook advertising space is crowded. The social network recently reported (subscription required) ad revenue of $17.4 billion on the year. This implies that Facebook runs millions of advertisements every day, so it's important that you make your ads stand out. As the CEO of two digital marketing firms, I've managed PPC marketing campaigns for years. For nearly a decade, I've refined our Facebook ad campaigns to maximize our return on investment (ROI) and make our ads convert for our clients, even in a crowded and competitive market. In this article, I'll discuss some of my top tips and tricks for designing a Facebook ad campaign that generates leads and pads your bottom line. Step 1: Consider Your Ad Type Facebook runs several types of ads on its platform, including the following: • Images • Videos • E-commerce carousels • Slideshows • Dynamic ads • Messenger ads • Story ads Although each ad type has the potential to convert, I'm finding that mobile-optimized video is quickly becoming one of the most effective mediums for social media advertising. With that said, the best Facebook ad strategy is one that incorporates as many ad types as possible. A diversified approach will ensure that you create the largest number of impressions possible. However, be sure to include video content to capitalize on its high engagement rate. Step 2: Define Your Purpose Your Facebook ad campaign has to have a definitive purpose. When you create a new campaign in the Facebook Ads Manager, one of the first questions you're asked is on the objective of your campaign. Therefore, before proceeding further you should ask yourself two questions: 1. At what stage of the marketing funnel are my ads directed (e.g., awareness, consideration or conversion)? 2. What is the specific goal of the campaign (e.g., brand awareness, increase traffic, generate video views, improve sales)? For many Facebook ad campaigns for small and medium-sized businesses, the end goal is to increase engagement in the form of page likes and overall responses to the posts themselves. Step 3: Optimize Your Images, Videos And Copy Your Facebook ads won't be effective unless they're tailor-made for the Facebook platform. For starters, let's go over a few ground rules for creating video ads for Facebook: • Utilize a vertical or square video format (not widescreen). • Add subtitles, since Facebook videos autoplay on mute. • Make text legible by overlaying it on a neutral-colored bar at the bottom of the screen. • Keep your videos short (ideally, 15 seconds or less). • Don't say too much — stick to one overarching message or one product showcase. Many of the principles that apply to Facebook videos also apply to images and ad copy. The trick is to capture your audience's attention with brevity. Cut right to the chase, and include a strong call to action at the end by encouraging viewers to comment their thoughts below, to visit your website or to share the video with at least three friends or colleagues. When it comes to image ads, it's got to look right at home in your audiences' news feed. Here are a few of my tried-and-true tips for creating highly engaging image ads on Facebook: • Include an image of people using your product, not the product on its own. • Create multiple images that vary by demographic (e.g., one for men, one for women or one for older audiences). • Create a sense of urgency in the call to action (e.g., "Shop now for 20% off!"). • Don't include excessive text — let the photo do the talking. • Include social proof (e.g., real-life customer testimonials or product endorsements). As a rule, all image ads on Facebook should be created and uploaded at the recommended image size (1200 x 628 pixels), and they must be saved in JPG or PNG file format. Step 4: Enter The Facebook Ads Manager Let's assume you've already created a Facebook business page. Once you've logged into your account, open the Facebook Ads Manager, where you can create a new campaign, assign it a name and create a custom audience based on your ad's specific demographic target. The key to a successful Facebook ad campaign is to target your audience properly. Not only should you select a target audience by gender, age and location, but also by interests and behaviors. For example, if you sell sunglasses, consider targeting active individuals who are interested in outdoor sports, or who frequently drive, since these are the people who are most likely to invest in your product. Placement And Budget Next, it's time to decide on your ad placement. You can choose to let Facebook automatically determine its placement, or choose based on demographic preferences. For instance, you might want to place your ad on Instagram feeds and "Explore" sections if you want to target a younger audience, and Facebook Marketplace if you want to target an older one. Last, you have to let Facebook know what you're willing to spend on the ad campaign. To prevent cost overruns, it's best that you define a strict budget over a defined time period — after which the ad will stop running, and you will not be charged. Don't Forget To Track Your Ads You aren't finished once your Facebook ads are live. If you want to master Facebook PPC advertising, it's important that you track engagement metrics, such as "likes" and conversions. Only by paying attention to performance metrics will you know what's working and what isn't. With this information, you can continually refine your ads to grow your engagement rate and eliminate ads that aren't performing. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
880acec64da43b138ecb6d57251a3fda
https://www.forbes.com/sites/forbescommunicationscouncil/2020/05/28/staying-ahead-of-the-curve-to-avoid-online-event-fatigue/
Staying Ahead Of The Curve To Avoid Online Event Fatigue
Staying Ahead Of The Curve To Avoid Online Event Fatigue Photo: Getty We are facing a "new normal," one that involves new working environments, physical and social distancing and a lot of uncertainty. Today, in-person conferences and events feel like a distant memory and while many have postponed or outright canceled, the initial shock has worn off, and we're now seeing a new wave of virtual experiences. Organizations have quickly pivoted to virtual in order to stay connected to their audiences. This begs the question, will the rise of all of these digital events cause us to experience online event fatigue? What's important to remember is that engaging audiences online requires new formats, content and touch points. It also means there are unique ways to manage audiences' experiences, which is critical to the overall success of the event. To avoid becoming just another online event, organizations need to stay ahead of the fatigue curve. This means breaking out of comfort zones and offering more than just someone talking in front of a screen. Here are a few ways organizations can rise above the noise during these times: Expand Video Experiences A successful virtual event is dependent on creating diverse video experiences, including prerecorded sessions, live streaming, on-demand access, social sharing and more. A healthy video strategy merges all of these together, and there are a few ways to do this. Appointment TV is a great strategy where organizations can set a time when something significant will happen. This may include hosting a high-profile guest speaker or revealing a new product announcement or partnership. The benefit to these sessions is they can be prerecorded but live-streamed as if they're happening in real time. Not only do these experiences offer a "live," time-based feel to audiences, but also they evoke a fear of missing out, putting a heavy emphasis on what is being announced and making them more unique and exciting. Additional experiences can include having an easily organized video gallery with access to on-demand videos. This gives audiences easy access to all event content and allows them to watch and replay at their leisure. Diversify Content Formats Content experiences need to be unique to be remembered, which means one person reciting a presentation deck simply won't cut it. There are a few ways to evolve a video strategy to diversify content. First, there should be a healthy mix of both long- and short-form content. Long-form is great for more informative, educational sessions, whereas short-form is more digestible and easily shareable on social platforms. You can also create serial content by taking long-form content and breaking it up for easy online viewing. Content should also have a visual appeal, including highlight videos to set the mood, interactive polls and strong branding. Lastly, sessions need to be authentic in order to elicit emotion — especially today when people are craving more human interaction. This not only applies to industry conferences but general news and entertainment as well. Networks like CBS, as well as evening entertainment sources, are now hosting news conferences and late-night talk shows directly from their living rooms, demonstrating that we can still offer reliable and informative content without fancy production sets or stages. More importantly, these experiences bring people together, as they portray "realness" and empathy as we all navigate this time together. Use Data To Measure Success Online events can provide even greater measurability of audience engagement than physical events. Registration and attendance rates sometimes don't paint a full picture of how engaged audiences are at physical events, whereas online metrics like view rates, completion rates, replays, shares on social, etc. depict a better reality of how well a message resonated. Post-event follow-up is also more targeted and has more insight on content consumed during the event, allowing sales to follow up with prospects, connect on social media or identify upsell opportunities with existing customers. Data also provides insights on content performance, touch point effectiveness and audience engagement, which are all winning ingredients to avoiding online event fatigue. Planning For The Future While the shift to online events happened quickly, now is the time to start planning for the long term. This includes building a robust content strategy that takes advantage of video capabilities and engagement metrics, as well as evolving marketing skills to enhance content production, analytics and virtual event management. Organizations also need to ensure they're investing in scalable technologies that offer best-in-class viewing experiences, such as live streaming, on-demand access, appointment TV and more. These experiences are what audiences will come to expect and will be required to keep them engaged and coming back for more. The bottom line is online events still have to live up to (and even exceed) the expectations that physical events have created for decades. Not only do they have to deliver informative, engaging content but also a good overall experience where audiences bring valuable takeaways directly back to their business. To avoid the inevitable online event fatigue, marketers need to innovate and deliver new and exciting experiences, while using data insights to continuously engage audiences in this new virtual world. We are living at a special time right now, and it's one where organizations can build new event models for the future. We have an incredible moment to turn uncertainty into opportunity. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
989442139eb366d1e832bf02d7217ac0
https://www.forbes.com/sites/forbescommunicationscouncil/2020/06/01/boost-your-content-marketing-success-with-a-data-driven-strategy/
Boost Your Content Marketing Success With A Data-Driven Strategy
Boost Your Content Marketing Success With A Data-Driven Strategy Photo: Getty There is no secret formula for content marketing. Why? Because each company, industry and person is unique. These complex variables make it difficult to give a one-size-fits-all approach to any marketing strategy. The best way to combat this problem is by using data to drive decisions. Many marketers use Google Analytics to gain data-driven insights into the performance of their content marketing. When looking at this free source of data, there are three points to pay attention to in order to produce more impactful content marketing strategies: page views, time on page and top events. Once you understand the power of analytics, you can use this data to transform the outcomes of your content marketing. 1. Page Views Why It’s Important: Page views measure the number of times a page on your site is viewed. The more people visit your site, the more likely they are to convert into paying customers. The longstanding marketing rule of seven theorizes that potential customers will have an average of seven interactions with a brand before a purchase occurs. This means that increased page views, in conjunction with other components of your marketing strategy, can help visitors convert from casual visitors to loyal customers. What The Data Reveals: Content with higher page views reflects the topics your visitors find interesting, helpful or unique. This information uncovers the underlying interest of your audience that drives their online behavior. For example, you may find that your oldest piece of content is getting the most page views each month. This key data identifies a specific topic that your audience is willing to spend their precious time and energy on. Knowing your readers’ behavior and interests allows you to better tailor future content, products and services to them. Your Next Move: Look for patterns in your most-viewed pages by asking yourself: • Is there a similar format, topic or graphic present with each page? • Are there certain keywords or phrases that pop up frequently among top pages? • Was there a certain method used to promote those popular pages? When you ask yourself these questions, you can start to make sense of the data. Plan out your content strategy based on the successful page view characteristics that you uncover. Don’t be afraid to keep refining your strategy until you get the results you want. 2. Time On Page Why It’s Important: Has there ever been a time when you clicked on an article or video expecting one thing, but ended up with something completely different? It’s frustrating when the title, caption, title tag or description for a specific piece of content doesn’t match the content itself. Misleading content causes visitors to quickly leave the page feeling unsatisfied, negatively affecting your time-on-page factor and search engine optimization (SEO). What The Data Reveals: The time that your visitors spend on a certain page reveals two major things: the quality and accuracy of your content. • When visitors don’t see enough information on a page, or perhaps the page is too difficult to navigate, they’re encouraged to quickly exit, signaling poor page quality. • Visitors may navigate to your site through social media, Google searches, internal site navigation, etc., but when each avenue does not accurately reflect the content of the page visitors navigate to, it appears misleading. Your Next Move: If your time-on-page average is below five seconds for a specific page, consider revamping it to fix any quality or accuracy issues. • If page quality is the problem, update the depth of content, information and resources. Next, ensure that the page is easily navigable and intuitive for first-time visitors. • If page accuracy is the issue, analyze the different avenues leading visitors to your page. Update the title, title tag, description or caption to more accurately reflect the content. Revamp your pages so that you can best serve your audience. 3. Top Events Why It’s Important: Say you recently added an awesome article, video or podcast to your website. Is your goal to have it viewed and then abandoned? No. Your goal should be to use that content as your hook to get potential customers to engage with your brand more. Further engagement is encouraged by a call to action (CTA). CTAs nudge visitors to a desired location on your website. Extending CTAs to visitors is the equivalent of providing them a road map of where to explore next on your site, eventually leading them down the road to conversion. What The Data Reveals: The “top events” feature allows you to analyze the success of any CTA on your site. It tracks the number of clicks per CTA events — like link-outs (the number of times outgoing links have been clicked), search bar use, newsletter opt-ins or other internal links. This invaluable data informs which CTAs are the most effective based on those with the highest volume. Look for patterns in your stronger CTAs to understand what is working well. Once you have identified patterns of strong and weak CTAs, you can create more pointed strategies for the future. Your Next Move: Here are a few CTA characteristics to look for as you try to uncover common patterns: • Placement: Are the CTAs placed in more visible spaces on your page clicked on more than the CTAs placed further down the page? • Persuasive: Does the CTA promise the visitor something compelling? • Purposeful: Is the CTA helping you fulfill a desired goal, such as helping visitors to progress further along the marketing funnel? As you sift through the CTA data, patterns of success will become apparent. Key Takeaways Don’t be afraid to dive into Google Analytics. Stick to these three points as your foundation: 1. Page view data can help you understand your audience’s interests and behaviors. 2. Time-on-page data reflects the quality and accuracy of your content. 3. Top events data outlines your strongest and weakest CTAs. Don’t get frustrated if you don’t see results right away; keep analyzing, tweaking and implementing. Remember, it’s a marathon, not a sprint. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
593b74ca6ee7c0ef89f50903c2d99d1a
https://www.forbes.com/sites/forbescommunicationscouncil/2020/06/05/12-ways-automated-deliveries-can-impact-the-business-world/
12 Ways Automated Deliveries Can Impact The Business World
12 Ways Automated Deliveries Can Impact The Business World The coronavirus pandemic has seen many businesses shift their focus from in-person retail to automated delivery systems. While development in the field already shows some promise, automatic delivery systems have come into their own during this situation. The newest advances in these automated delivery systems may even require little to no human oversight and will begin to rely solely on automatically-operated drones to perform deliveries. However, many business owners aren't sure how automated delivery systems stand to impact their individual industries or the depth to which they would be personally affected. To help, 12 leaders from Forbes Communications Council study the critical impact that these automated delivery systems have on several industries. Members offer insights on the potential of automated deliveries for business. Photos courtesy of the individual members 1. Save Time, Money And Customers Automating delivery processes has multiple benefits in terms of money-saving and customer service. You could eliminate many mistakes, such as address misspelling, wrong products sent, package size and weight, and cut time spent by employees preparing shipment. All of those points could help you avoid important expenses and customer dissatisfaction. - Nicolas Archambault, Midway Group 2. Decrease Stress, Increase Positive Experience As more business is conducted online, the differentiating factor between brands will become the experience they provide for customers, from shopping to shipping and beyond. Automated delivery programs, for instance, delivering a fresh and interesting roast of coffee each month, will take the guesswork out of purchases, saving customers time while strengthening brand loyalty with each shipment. - Melissa Kandel, little word studio 3. Enable Real-Time Updates And Notifications Due to COVID-19, package delivery will include automated notifications and alerts to keep customers informed about the status and arrival of their goods in order to reduce human contact. Companies that capitalize on improving such systems are likely to gain a competitive advantage. - Alon Ghelber, Revuze Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 4. Enable Better Consumption Planning Automated deliveries mean consumers have better visibility over the arrival time. This visibility allows for better consumption planning and leads to consumer delight. Imagine, if you knew exactly when your e-commerce parcel would arrive. You can now plan exactly when the item will be used and how the item fits with the other things in the consumption occasion. - Prashant Saxena, Isentia 5. Automate All Aspects Of The Supply Chain More and more organizations will be reviewing the need for automated processes. While organizations shift to maintain productivity and flexibility during times of great change or crisis, the need for automating across multiple departments, humans and robots becomes vastly important. This includes all aspects of the supply chain, as companies seek to automate processes to ensure delivery. - MaryAnn Holder-Browne, Bizagi 6. Create More Opportunities For Marketers Automated deliveries will allow marketers to extend the borders of their target markets and build loyalty by shipping recurring orders of perishable goods. They can also create brand positioning and differentiation from competition around delivery cost and speed, and decrease overheads to pass savings off to the customer for greater levels of purchase satisfaction. - Roshni Wijayasinha, Foxquilt 7. Enhance Customer And Employee Experience Automating deliveries will not only free up your employees' time, but it will further streamline the purchasing experience for your customers. This gives customers faster, more organized information regarding their order, and it allows you to spend more time enhancing the customer experience in other ways. - Cody McConnell, Keller International 8. Scale Delivery Of Personalized Messaging Automated delivery of personalized marketing messages has proven to be essential as we see our brand customers completely shifted messages from promotion to crisis response in a matter of hours -- using data about specific micro-markets to personalize messages of empathy and health-related advice, relevant to individuals in each of these markets. - Anna Luo, Jivox 9. Delight Your Customers A company can successfully leverage automation only when there is a great customer service-oriented mind behind building the technology. Setting customer expectations is a key part of this process. Never let a customer be surprised, only delighted. - Elina Manevich, Success Story Marketing 10. Create An Email Tech Boom With demand for e-commerce and online ordering, email communications become an even more important tether to the customer to explain each step of the process as it's happening in real-time. Email has much more adoption than push or SMS and is preferred by consumers, so you'll see a lot more transactional email volume coming through the channel going forward. - April Mullen, SparkPost 11. Capitalize On The Subscription Boom Automated delivery will catalyze a boom in retail businesses with subscription models. Savvy marketers, therefore, will be tasked with stirring up public demand for subscription products that offer convenience and "set it and forget it" peace of mind to consumers. - Amine Rahal, Regal Assets 12. Yield Adequate, Personalized Cyber Insurance The insurance industry is often lagging in technology adoption. Online delivery can yield more benefits for cyber insurance than for any other insurance lines of businesses. Streamlined applications, accurate, up-to-date risk data, and automated underwriting enable easy-to-understand and personalized coverages helping businesses build cyber resiliency through accessible cyber insurance. - Isabelle Dumont, Cowbell Cyber
f8a3952418f604090afe02babf50750f
https://www.forbes.com/sites/forbescommunicationscouncil/2020/06/09/as-technology-use-increases-so-do-vulnerabilities-six-steps-toward-security/
As Technology Use Increases, So Do Vulnerabilities: Six Steps Toward Security
As Technology Use Increases, So Do Vulnerabilities: Six Steps Toward Security Chief Marketing Officer, Zebra Technologies www.zebra.com. According to a 2018 prediction made by Juniper Research, “the total number of connected IoT (internet of things) sensors and devices is set to exceed 50 billion by 2022.” I suspect that number could substantially grow now that technology is the way by which we work, shop, see the doctor and socialize. Increased utilization of connected devices across every aspect of our personal and professional lives leaves us, the companies for which we work, the customers we serve, the services we use and even our families, vulnerable to bad actors. Every device connected to a network — whether a smartphone, printer, TV, toaster or coffee maker — is a potential point of data vulnerability, as they all serve as sources of intelligence about us as individuals or family/organizational units. That’s why we must take measured steps to secure devices we power on to protect sensitive data captured, stored or shared by those who use our devices and networks. What does ‘security’ mean today? Many companies are struggling to lock down their networks as our dependency on connected devices increases. It is becoming even more of a challenge now that much of the workforce is decentralized, signing in from home offices, based on social distancing measures. At Zebra, our “2019 Intelligent Enterprise Index,” which surveyed 950 IT decision makers, found that “62% of enterprises are now constantly monitoring their IoT security to ensure system integrity and data privacy.” We need to get that number up to 100%. MORE FOR YOUJack Ma, Chinese Multibillionaire And Founder Of Tech Giant Alibaba, Went Missing After Criticizing China’s GovernmentWhat The New Coronavirus Relief Bill Does For Unemployment InsuranceThe Ridiculousness Of Learning Loss But how? And is this even possible? Can every “thing” that’s connected to the internet be protected from complex threats and data vulnerability? While we may not have all these answers yet, we should maximize the use of the many different security tools available. We have helped customers globally deploy millions of connected devices, and what we’ve learned is that flexibility, frequency and foresight are the keys to building and maintaining strong defenses. Security should never be an afterthought. Sometimes, improving security is as simple as a setting change. When securing your smartphone, you probably go into the settings and turn on the factory-installed virus scan, multifactor authentication and password protection features. You might even tighten accessibility and data-sharing permissions for individual apps. But when was the last time you did the same for your printer? Fixed thermal printers, used in hospitals, stores, warehouses, manufacturing plants and even home offices, can be points of vulnerability, as can any other printer connected to a network. In most cases, you can secure printer connections, block unwanted access and ensure data and infrastructure are protected by properly configuring the setting options built into its operating system. When it comes to locking down mobile computing devices, such as handhelds, tablets, two-in-one devices, scanners or wearables, the first thing you should do is take advantage of the manufacturers’ security offerings. For personal devices, these will be factory-installed device features under the security settings menu. For enterprise-grade devices, the security tool set may be a combination of “factory” features and security software add-ons. Which security management strategy is right for you? You must remember safeguarding data and networks is a constant battle requiring a proactive approach and multiple layers of protection. You can develop and execute an airtight security strategy, but you must constantly adapt because the security risks are constantly changing. This is true for personal devices and company-owned or managed technologies. Smaller businesses without the resources to thoroughly manage security internally should look for a trusted partner with proactive monitoring and device management capabilities. You should assign someone to monitor the security notifications sent out by device manufacturers, app developers and those who own the operating system and adopt this as a best practice for managing your personal devices. Here are six steps applicable to most devices: 1. Encrypt all connections. It’s common to apply password and encryption technology to wirelessly connected devices, but your wired/Ethernet-connected devices may also need encrypted or authenticated connections depending on the type of information they handle. 2. Rotate credentials. Treat devices as you would any person logging into your network. Use a credential and authentication system to ensure the devices on the network are authorized to be there. Rotate passwords, keys and credentials for all devices, including printers. Centralized device management can make this process easy. 3. Protect access. Many devices sit out in open areas, with access to their settings open for all to use. Activating a simple, front-panel password system is one way to deter misuse. 4. Monitor communication methods. Consider using a remote device management system for administrator access to company-owned devices versus the traditional, riskier web page, File Transfer Protocol (FTP), Simple Network Management Protocol (SNMP) or Simple Mail Transfer Protocol (SMTP) services. 5. (Quietly) perform regular updates via remote management systems. Regular updates are a hallmark of a well-maintained system, but not everyone needs to know the update/scope schedule. 6. Keep track of your devices. Always ensure you can see which devices are active on your network. You should be alerted when devices miss “check-in” times and have the means to automatically withdraw device credentials until the status is determined. Finally, plan early for new devices and device retirement. Know how you’ll lock down and maintain devices before they’re connected — perhaps even before they’re purchased. And know how you’ll delete stored files and settings, withdraw credentials and user accounts, and ensure systems won’t continue to search for or attempt to use the retired devices. The best way to mitigate data breach risks in our always-connected lives is to constantly evolve your defense strategies. Take time to adjust security settings on a regular schedule, just as you routinely change the oil in your car, and patch equipment immediately when new updates become available. These small efforts can pay off in a big way. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
b08340e9adeec2c4f15fa0bebb5586a1
https://www.forbes.com/sites/forbescommunicationscouncil/2020/06/15/with-googles-updates-come-impacts-how-to-maintain-your-websites-performance/
With Google's Updates Come Impacts: How To Maintain Your Website's Performance
With Google's Updates Come Impacts: How To Maintain Your Website's Performance Amine is a tech entrepreneur and writer. He is currently the CMO at Regal Assets and CEO at IronMonk Solutions. Website traffic naturally ebbs and flows. If you’re a webmaster or website owner, chances are you’ve noticed a general range within which your web traffic varies on any given day. However, if you’ve spotted a lasting decline in your website’s traffic across consecutive days or weeks, then you might have a problem on your hands. On May 4, 2020, Google rolled out a new core update to its search algorithm. Since then, I’ve heard from many webmasters who have found their traffic declining as higher authority domains have usurped the top positions on search engine results pages (SERPs). Fortunately, there are steps you can take to remedy the situation and boost your number of daily unique visitors back into or above the normal range. I’ve spent nearly a decade helping small businesses and large enterprises alike rebound their traffic figures after Google updates by following these steps. Undo Over-Optimization I’ve found that the introduction of this recent core update has resulted in larger brands and high domain authority websites taking the place of smaller sites that were “over-optimized.” In other words, websites that utilize high keyword ratios (i.e., keyword stuffing) to rank. MORE FOR YOUJack Ma, Chinese Multibillionaire And Founder Of Tech Giant Alibaba, Went Missing After Criticizing China’s GovernmentWhat The New Coronavirus Relief Bill Does For Unemployment InsuranceThe Ridiculousness Of Learning Loss To put your web properties back in Google’s good graces, consider editing your existing content so that your rankable keywords aren’t used more than 10 times per 1,000 words at the absolute maximum. Instead, edit your content so that it reads more naturally and focuses on providing value and originality rather than pure on-page optimization. Check For New Google Penalties If your website has taken a hit in traffic, your first step is to diagnose the cause. Making a causal determination can be difficult, if not impossible, but often Google penalties are the culprit. Google penalties are adjustments to Google’s algorithm that negatively affect a website’s search engine optimization (SEO) performance. Such penalties are given out as a punishment when a website owner utilizes black hat SEO techniques that violate Google’s rules. Common culprits behind Google penalties include: • Duplicated blog content. • Use of paid guest posting or private blog networks (PBNs). • Invisible text. • Internal 404 errors. • Excessive link swapping. To check if you’ve received a Google penalty, sign into the Google Search Console, and read your notifications. Alternatively, you could use free tools that track organic traffic over time, such as this one. If your Google penalty audit comes back positive, you must switch your SEO strategy and edit your content so that your website is compliant with Google’s rules. Run A Backlink Audit There are two driving forces behind SEO rankings: the quality of the content (i.e., on-page SEO) and the number and quality of backlinks that refer to your content (i.e., off-page SEO). Since the quality of your content probably hasn’t changed (unless you’ve recently edited your content), it’s more likely that your backlink profile has been altered. Luckily, there are handy tools with free trial options that allow you to run a backlink audit in only a few minutes, such as SEMrush and Ahrefs. If these SEO tools notice a drop in the number of referring domains that correspond with your drop in traffic over time, then you may have found the culprit. If you’re aware of which links you may have lost, contact the webmaster of the referring website, and ask them if there’s anything you can do to reinstate the link. Otherwise, you’ll have to start link building from scratch. Analyze The Competition Unfortunately, SEO is a zero-sum game, which means if somebody is losing, another is winning. Open your web browser in “incognito” mode, and search for your website using the keywords it traditionally ranks for. Notice how well your competition is doing in relation to yours. If your website’s ranking has recently slid, it’s likely because your competition is simply employing better SEO strategies. If this is the case, check out their website, and see what they’re doing differently. If their blog activity has recently spiked, you may have to increase your content writing operations to compete with their heightened output. If you don’t have the in-house resources, outsourcing this work can help you match your competitors’ SEO operations and get you ranking at the top again. Assess Your User Experience (UX) Google is constantly refining its PageRank algorithm to penalize websites that offer poor UX and reward websites with simple, user-friendly interfaces. If you’ve recently made changes to your website’s front end, check to see if they coincide with your traffic drop. Some of the most common culprits behind UX-based Google penalties include: • The use of intrusive interstitials (i.e., pop-up ads). • Slow browser loading times due to large image file sizes. • The use of multiple landing pages. • Too many outbound links. • Poor mobile device optimization. • Content theft from competitors’ websites. If your website has received a penalty for a UX/UI (user interface) violation, the good news is that there’s a simple fix: Revert your website back to its old layout prior to the update. Content Inactivity Google’s PageRank algorithm favors new, original content. If your website’s blog hasn’t been active in months, Google may now be prioritizing other, newer blog posts and videos. To keep your website competitive, ensure that you’re posting content regularly — ideally, no less than once per week. This can take the form of blog posts, infographics or videos. Keep Your Website Clean, Active And Vigilant To keep your website ranking high on SERPs, it’s crucial that you habitually audit your website for broken links, over-optimization, black hat Google penalties, inactive content publishing and on-page elements that make the user experience worse for your visitors. This is especially true in light of Google’s May 2020 core updates, which have reversed the fortunes of many small websites that used to rank for high-traffic keywords. If you can keep these aspects of your website in check, you can start rebuilding your website’s SEO performance and, in time, retake your position at the top of SERPs. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
aa8688a05ccee493b02e995612959ecb
https://www.forbes.com/sites/forbescommunicationscouncil/2020/06/18/are-virtual-events-a-passing-fad-or-here-to-stay/?sh=562111e35dcd
Are Virtual Events A Passing Fad Or Here To Stay?
Are Virtual Events A Passing Fad Or Here To Stay? Head of Marketing at All American Entertainment, the leading full-service speakers bureau that exclusively represents event organizers. Our event industry has not seen such a profound and impactful strategic shift since the early days following 9/11. In those days, we could not have handled the pivot many are making today in shifting from live events to virtual event formats. Technology and network infrastructures were simply not advanced enough to support the tremendous rise in demand. Many say we are facing challenging times. We are, but isn’t that view a bit glass-half-empty? I prefer to see this as one of the biggest growth opportunities of our event industry, and at AAE Speakers, we’ve been helping many event planners we work with make a smooth transition to the virtual stage. While the industry is seeing a notable shift in pushing new meetings to 2021 and later, a Northstar Meetings Group survey showed that event planners are seeing increasing demand for all things virtual for the next 12-18 months. Even after live events and conferences make their way back into marketing strategies and budgets, virtual events will continue to be a part of the event industry. They may not exclusively dominate the event space as they are today, but I believe there are three big reasons virtual events are not going anywhere. MORE FOR YOUHow To Get Rich Using These Top 5 Wealth Building Secrets5 Ways Biden’s “American Rescue Plan” Could Help People With DisabilitiesFreewheeling Millennials And Gen-Zers Are Starting A New Side-Hustle Career: Aggressively Trading Stocks Online, Minting Money And Showing Up The Wall Street Pros 1. Virtual events are budget-friendly. If your idea of running a virtual event immediately makes you consider redecorating your home, it’s time to consider this: Hosting a virtual event does not necessarily mean hosting a virtual event from your home, unless that fits your audience, message and brand. There are recording studios and other alternative venues for every budget, so keep that in mind. Not only are virtual events less expensive to produce, but virtual event speakers typically offer virtual speaking fees at discounted rates to offset the lack of travel needed. This can often work to an event planner’s advantage when a well-known celebrity or speaker is willing to speak for an hour when they would otherwise be completely unavailable or out of budget. 2. Virtual event technology is advancing. The event industry has included virtual events for the better part of the past decade. But, the rise of holographics, virtual reality, social media livestreaming and simulated conference applications have already been transforming the event industry outside of the convention center. For example, the virtual conference where I recently presented featured not only multiple session rooms to visit, but also a virtual lounge for networking and virtual booths that avatar-designed attendees could visit, ask questions and get more information. Today’s virtual event technology is making the event experience a lot more like attending a live event, without the added expense or health risk involved. 3. Attendee experience becomes more important. While attendee experience has always played a role in the decisions made surrounding live events, the rise of virtual events is shifting the focus, and rightly so, to the attendee experience. The way I see it, allowing attendees to attend an event in a way they’re most comfortable with is going to become increasingly important. Even when live events return (and they will), some people are simply not going to travel for a while. I was pretty excited to see some of my favorite industry events shifting to online formats this year. I’ve not been able to attend some events in the past due to family care reasons, and now I can attend for the first time. By shifting to virtual events, planners are opening up their events to new attendees who, for one reason or another, have not been able to attend. This is why event planners who have shifted their scheduled live events to virtual formats are seeing impressive attendee numbers. Some event planners we’ve spoken to have seen double or triple their typical attendee count for live events. In the future, I recommend adding virtual components or dedicated virtual sessions to live events so that brands will continue to see greater attendee reach, have new event monetization opportunities with sponsorships, and ultimately allow attendees to consume their content in the way that they choose, not how the event planner chooses. Virtual events are not going anywhere. Even when live events return to the mainstream, virtual events are likely to continue to play a part in event strategies. From expanding sponsorships to amplifying brand reach, offering virtual event options as a part of live events may become a large opportunity for companies that serve the event industry. And I believe the decision to retain virtual elements for conferences, meetings and events will be mainstream for some time to come. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
c2bd8713e60a463cce7449d90c8f9488
https://www.forbes.com/sites/forbescommunicationscouncil/2020/06/30/13-things-communications-executives-need-to-do-to-remain-relevant/
13 Things Communications Executives Need To Do To Remain Relevant
13 Things Communications Executives Need To Do To Remain Relevant Communications executives are well-positioned to understand the growth and development of a company. However, if a communications executive isn't careful, they might find themselves unaware of what's happening right in front of them. In this industry, that sort of ignorance could lead to significant problems. It's crucial, therefore, for executives to always be aware of the elements around them that can affect them directly. It goes further than just gaining knowledge of the newest developments in the field. For communications execs that want a little bit of insight, 13 professionals from Forbes Communications Council point out the essential things that you ought to know or do to remain relevant in your position. Members explain what communications leaders must do to stay relevant in the modern business landscape. Photos courtesy of the individual members. 1. Know Your Audience Preferences The most effective ways to reach audiences are constantly shifting — sometimes subtly, like from email to Slack, and sometimes not so subtly, like video over text. Understanding how trends and technologies can potentially impact how we communicate with each other is vital to reaching audiences in impactful ways. - Kyle Kim-Hays, Softomotive 2. Consider New Approaches Communication execs, just like execs in any area, can get too comfortable with their tried-and-true approaches. Because communication technologies, approaches and audience needs are constantly evolving, it’s important not to get stuck in a rut. To stay relevant, learn from outside experts, pay attention to new tools and technologies, and learn from your peers in other industries. - Tom Treanor, Arm Treasure Data 3. Find The Balance It’s important to find the right balance between undersharing and oversharing. You have to communicate enough to maintain a presence in people’s minds, but you don’t want to overcommunicate (“Oh, another message from THAT person…”). Scheduling out your communications in advance is helpful, and making sure that you’re sticking to the most crucial messaging is more helpful. - Jackie Freyman, Moors & Cabot MORE FOR YOU5 Ways Biden’s “American Rescue Plan” Could Help People With DisabilitiesWhite House Press Secretary Jen Psaki Is Providing Key Crisis Communication LessonsTwo Issues CIOs Need To Watch Out For In 2021 Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 4. Up Your Content Marketing Game Content is the king to succeed in an organization. It has become essential to know how to leverage content for your benefit, may it be for social media marketing or pitching. Executives must be proficient in creating persuasive content. - Haseeb Tariq, Formerly Disney/Fox 5. Build A Personal Brand Communications executives are awesome at developing messaging and campaigns for brands. Their implicit skill set is understanding a brand and how to craft a compelling story that reflects its values. However, what gets lost in these efforts is the executive's own story. Don't neglect to build your own story and personal brand that can transcend the individual brands you represent to stay relevant. - Patrick Ward, Rootstrap 6. Never Stop Learning The most important thing any exec can do to stay relevant is to continuously read, learn and connect with others across the industry, as well as outside of it. Expand your library, your network and your line of sight to keep a pulse on the world around you. - Natalie Straight, Eatel 7. Monitor Trends Communications execs should spend time using the same digital channels that their customers are on to stay in-the-know for what is trending in their space. For me, this means monitoring all the different social media channels looking at who is developing compelling content and what users are engaging with. These trends can help determine new messaging and social activations for your brand. - John Orlando, Constant Contact 8. Build A Social Media Following To stay relevant, you need to build your personal brand on social media. Being verified on platforms and also creating an organic following in social media is vital to any communication members' success. It also gives you a great way to interact with clients and/or other fellow experts. - Christian Anderson, Lost Boy Entertainment Company & Preach Records 9. Leverage Social Listening Tools The ability to track, monitor, and engage with your customers through a social listening tool is paramount to gaining a deeper understanding of your customers' sentiment toward your brand, as well as competitive insights. This will help communication experts grow their brand through relevancy in today's ever-changing marketplace. - Amena Karim 10. Use The Storytelling Model Canvas In unprecedented times like these, it is more crucial than ever for executives to know how to leverage the Storytelling Model Canvas (SMC). The SMC enables execs to grasp all the key ingredients that go into the creation of emotive corporate communications (both internal as well as external) that aren’t just feel-good but effectively add to the business’s bottom line. - A.J Minai, Subture 11. Know Your Martech Stack Communication is so important but the technology that fuels that communication is just as important. Know your martech stack inside and out to prove engagement and ROI. That will ensure you are staying on top of trends. - Eileen Canady, BST Global 12. Leverage Consumer Insights The pandemic forced customers to become less loyal to their favorite brands and just pick whatever is available. Understanding how consumer sentiment trends and the ability to quickly adapt to changes in consumer tastes is a game-changer for communications experts in brands. - Alon Ghelber, Revuze 13. Sustain A Leading-Edge View Communication executives must keep abreast of changing dynamics within their business and industry. Particularly within consumer tech, businesses are constantly disrupted and markets are changing due to recent crises. The first step executives can take is to invest time in focusing on the right questions. For example, "What opportunities does this present for our target public?" and move from there. - Gerard Escaler, Lyrium Venture Partners Limited
e67fded2cdf4c6551480b14ed2c4adbe
https://www.forbes.com/sites/forbescommunicationscouncil/2020/07/01/surpassing-transactional-marketing-evolving-from-b2b-or-b2c-to-h2h/
Surpassing Transactional Marketing: Evolving From B2B Or B2C To H2H
Surpassing Transactional Marketing: Evolving From B2B Or B2C To H2H CMO, The 20. There are two consistent elements of work which bring me great joy: building relationships and making things grow. How you define your marketing campaign strategy impacts how you implement it. It can be easy to split your campaign into business-to-business (B2B) or business-to-consumer (B2C), but this distinction can hurt you if you’re not careful. Not every consumer is going to be the same, and not every decision is rational. In the automation age, your marketing strategy needs to be more human-oriented than ever. When you sell to a consumer or to a business, there is a person on the other end who has decided to buy something. Thinking in abstracts and transactions can help you get started and is a way to measure success. But this isn’t enough for you to keep succeeding once you get the basics down. You need to humanize your marketing approach. Stop focusing on B2B or B2C exclusively, and focus on how to make the relationship human-to-human (H2H) instead. It may have become a buzzword, but the underlying principle is essential to take your marketing to the next level. The business aspect is there to help you make informed decisions. Traditional marketing principles set the stage, but you still have to perform on it. Humanizing Your Marketing Humans are social animals. We don’t just want to be sold something; we want to feel we made the decision to buy it. We want to feel we made the right choice and that our choice mattered. MORE FOR YOUHow To Get Rich Using These Top 5 Wealth Building Secrets5 Ways Biden’s “American Rescue Plan” Could Help People With DisabilitiesFreewheeling Millennials And Gen-Zers Are Starting A New Side-Hustle Career: Aggressively Trading Stocks Online, Minting Money And Showing Up The Wall Street Pros Our emotions and our preconceptions bleed into our logical thinking. You can try to operate entirely on logic, but something is going to be colored by your mental state at some point in the process. A fact that feels combative is often perceived as a lie. The right campaign on the wrong day is the same. H2H is about transcending the traditional transactional model and reconnecting with the person at the other end of your campaign. It’s about forging relationships instead of just flooding inboxes. A business doesn’t make a decision; the people there do, and people are more than just demographics or a sales opportunities. Humanizing B2B And B2C The move to H2H isn’t about just throwing out B2B or B2C. You start with a simple model, and as you learn how all the pieces work together, you apply them in new and novel ways. Putting chocolate in a savory dish may sound disgusting, but a touch in chili adds complexity and richness when done right. Don’t throw out what’s worked so far, but help it to grow and mature in new directions. H2H doesn’t replace B2B or B2C; it rises above them. You still need to know who you’re targeting and how, but you need to focus on establishing a relationship. When you grow the standard business-client relationship into something more, you add complexity and depth that isn’t strictly quantifiable. A recipe may call for a tomato, but it can’t tell you how sour or sweet it needs to be. That comes with experience and personal taste. While the relationship is ultimately founded on the intent for a transaction, it becomes more. You want to care about your clients, and you want them to care about you. It’s still business, but by growing the human side of it, you protect both parties. A customer your business cares about will get better service, and a client who feels safe and comfortable with you is going to be less inclined to shop around. It’s not foolproof, but neither is business. Transcending The Transactional The hardest step to this process is often the first leap of faith past transactional sales. A transaction is easy. It’s comfortable. It can be measured and quantified. A relationship? Not so much. Things get messy and weird, and things change. You have to take a leap of faith at some point, or you’re just doing the same thing over and over without growing. A transaction is never as easy as it seems. Do people buy your product because it’s the best or because it feels good? Are your clients using your offering because it’s cheap or because it’s what they’re used to? Even though the cause won’t impact your metrics for the number of transactions, it impacts how you do business. Reaching out on a more individualized level can help you target nontraditional buyers. IT is magic to most companies. The difference between you looking like a snake oil salesperson and Merlin is going to boil down to their perception of your relationship. Do they think you’re trying to sell them something for a quick buck, or do they trust you to help their business grow? You set the stage for the narrative, but it also has to be real. Fostering Human-Oriented Campaigns Make your campaign honest. What are you selling, and why does it fit your client? Build a narrative with them. Don’t be a stereotypical used car salesperson pushing a sale in every sentence or email; give them the seeds of value for your brand, and help them grow it. What does your service do to help them as both a client and as a person? There’s someone sitting at the other end, and if the process doesn’t feel genuine, it can undo the trust you’ve built. H2H isn’t a panacea for marketing woes, but it can help you get leads that would have slipped away otherwise. It can help you salvage clients you thought you’d lose. Don’t supplant your other marketing efforts; augment them. See your clients as more than just faceless demographic swatches. Treat them as more than just email addresses on the list. See them as the people they are. A relationship is founded on trust and communication. Your clients need to trust you, and you need to communicate with them. People make mistakes and have misunderstandings, but how you handle them can make the difference between ruining a relationship and strengthening it. You can be that difference for your company. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
b10f52a9ff6131efb766b02c1df68196
https://www.forbes.com/sites/forbescommunicationscouncil/2020/07/07/tips-for-pr-professionals-to-navigate-the-virtual-event-landscape/
Tips For PR Professionals To Navigate The Virtual Event Landscape
Tips For PR Professionals To Navigate The Virtual Event Landscape Ben Chodor is President of Intrado Digital Media. The global events industry has been forever impacted. As of March, it was estimated that the economic impact of major event cancellations surpassed $1.1 billion — and that number has steadily grown since. Months ago, communications professionals around the globe were shocked to learn that Mobile World Congress (MWC), the world’s biggest phone and mobile show, had made the decision to cancel its 2020 event due to mounting safety concerns. The planning, coordination and millions of dollars put into the conference had come to a complete halt. There was no immediate backup solution for those who were exhibiting — plans for new product announcements, in-person networking and lead generation were clouded with uncertainty. Following MWC’s decision to cancel, a wave of other events and in-person gatherings were canceled, postponed or, more commonly, transitioned to virtual formats. Companies like Oracle, Adobe and Microsoft have all chosen to host their annual events virtually this year. In fact, thousands of companies have reinvented their in-person trade shows, meetings and conferences as virtual programs. What might have started as a short-term fix to sidestep travel restrictions has become an opportunity for a new hybrid model, and I believe it’s likely all future events will have both physical and virtual components. This shift has also had a deep impact on public relations professionals who typically rely on large in-person events to generate buzz for new products and corporate announcements and to build important media relationships that will result in ongoing press coverage. With many events going virtual through 2021 and beyond, it’s essential that communicators quickly adjust and evolve their press strategy to match the landscape. MORE FOR YOUHow To Get Rich Using These Top 5 Wealth Building Secrets5 Ways Biden’s “American Rescue Plan” Could Help People With DisabilitiesFreewheeling Millennials And Gen-Zers Are Starting A New Side-Hustle Career: Aggressively Trading Stocks Online, Minting Money And Showing Up The Wall Street Pros Working in the virtual events industry myself, my company has been helping many enterprises design virtual events, connect with their audience and measure their impact. Based on that experience, I’ve created the following list of ideas to help public relations (PR) professionals navigate the shift to virtual events and uncover new opportunities to support press engagement and drive visibility for the brands they represent. Press Conferences The past few months have undoubtedly helped all of us overcome our fear of video — this is the time to capitalize on the format. PR professionals can host branded, interactive press conferences using a livestream or webcast. This is the right format for exciting product launches or major can’t-miss announcements. There’s also the opportunity to break out and offer private one-to-one follow-ups with executives and members of the media, with additional pre-produced multimedia content available for download afterward. Curated Trade Show Experiences PR professionals are accustomed to tracking reporters down on the trade show floor and escorting them to a booth. In the absence of physically greeting and guiding a reporter on-site, consider creating a curated agenda based on their beat and interests. That can include key spokesperson meetings, speaking sessions and “booth” activity links for them to tune in and experience in real time. You can also create a custom “briefcase” stocked with the most important content and product fact sheets or launch materials. PR should also consider blocking time as “office hours” for reporters to book one-to-one time slots for video meetings, demos and booth experience. Bring The Show To Life Sending reporters or influencers thank you cards or product samples is nothing new. PR pros are challenged to creatively think of ways to bring their virtual event to life so that the media is immersed in a brand experience without setting foot in a physical space. Create a virtual “booth kit” and send it to those on your list with an invitation to join a live unboxing. For example, if you’re attending a food industry trade show, consider sharing recipes and ingredients to try cocktails or sample food in a unique way. Expand Your Reach Although you should be maximizing the use of your digital channels year-round, be sure to amplify your brand’s event presence and big announcements through blogs, social media and email marketing. Tease the event weeks in advance and consider using livestream technology for real-time announcements that can syndicate to owned channels. Make sure you include session titles and descriptions, and engage on social with the event hashtags, speakers and attendees. Train For The Platform During a virtual event, successful media interactions will rely on seamless user experience. This means sending reporters advance instructions on using event tech and making sure that spokespeople are prepared to present on camera. Consider hosting a pre-event training tutorial and log on early to ensure everything is flawless for interviews and sessions. Fortune Is In The Follow-Up Be sure to follow up with members of the media who attended your event and anyone who was pitched. Virtual events also allow for promotion long after the conference has ended — PR professionals can direct media to event archives to access video, press releases, executive statements and in-depth content. In summary, with creative, out-of-the-box planning, virtual events and PR can still work hand in hand. While product launches may look a little different, there is a ripe opportunity for brands to stand out and drive media visibility and press coverage during virtual events. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4691e1b1fd46073a165535945be5c772
https://www.forbes.com/sites/forbescommunicationscouncil/2020/07/08/what-technology-giants-can-teach-us-about-business-continuity-during-a-crisis/?sh=3a5f449d7722
What Technology Giants Can Teach Us About Business Continuity During A Crisis
What Technology Giants Can Teach Us About Business Continuity During A Crisis Alon Ghelber is CMO at Revuze; an AI StartUp analyzing customer reviews & delivering product insights to optimize decision-making. As the world continues to grapple with the health and economic crises caused by Covid-19, small businesses aren’t the only ones struggling. Even some of the largest, most widely known technology giants have taken noticeable hits. And while they may be in a better position to recover than others, their experiences during this period can provide lessons that all types of businesses can benefit from. Perhaps the most important lessons are simply recognizing that business conditions can rapidly change and essentially no business is inherently immune to change. Who would have predicted that Amazon, for example, would struggle to keep up with inventory and meet delivery windows? While Amazon has largely turned operations around since the start of the crisis, not every company will be able to adapt as quickly, and they should heed this experience as a warning. Plus, even though sectors like technology have generally performed better than others during the early stages of the pandemic, considering many areas of the industry naturally align with people staying home, plenty of technology companies have struggled during this crisis. Smartphone sales, for instance, fell by 20% globally in Q1 of 2020, according to Gartner Inc. As chief marketing officer of a company that offers an automated customer sentiment analysis platform, I know there are strategic ways marketers can listen to their customers’ needs in order to pivot their efforts in the most effective direction. To succeed during a crisis, brands can take the following steps: MORE FOR YOUHow To Get Rich Using These Top 5 Wealth Building SecretsShine A Light, Tom Brady (#MLQH)Resistance Has No Age Limit: Three Women Over 50 Who Stood Up To Trump Listen to the voice of the customer. Tapping into consumer sentiment, such as by analyzing customer reviews and listening to customer service feedback, can provide companies with what’s known as the voice of the customer (VoC). This VoC might indicate that companies need to be more focused on certain product areas, be more active in their communities, provide better service, etc. During times of crisis, listening to the VoC becomes even more critical, as businesses cannot afford to lose customers who might be taking a closer look at where their money goes, whereas they might spend more freely in non-crisis periods. Yet, based on what I’ve observed, many tech giants either don’t pay much attention to the VoC or inaccurately try to capture it, leading to these brands seeming like they’re not “customer first.” For example, in an analysis of leading smartphone brands, my company found that consumer sentiment on camera performance lags overall consumer satisfaction. One manufacturer, in particular, ranks the lowest for consumer sentiment on camera performance, so if that brand wanted to take more market share, it might prioritize this feature in its research and development (R&D). Of course, implementing product changes takes time and can’t provide the sorts of pivots that might be necessary during a crisis, but the point remains: Businesses need to listen to their customers and give them what they want. And during a crisis, they can at least adapt their messaging to show they’re listening. Be there for your customers. Connected to tapping into the VoC is being there for your customers at the right time and place. In some cases, that means being tuned into your customer base enough to know what sales channels they prefer, or it could mean being diversified enough to be able to lean into certain channels as conditions change. For example, among five leading smartphone brands analyzed by Gartner Inc., only Xiaomi grew its market share in Q1 2020, due in part to an “aggressive online channel focus.” Other tech leaders have also adapted to current conditions to be there for customers. For example, the videoconferencing platform Zoom has been lifting the typical 40-minute limit that free users have for meetings. Doing so can be a great way to grow brand awareness during this difficult time, and Zoom has extended this focus into its marketing. For Mother’s Day in the U.S. this year, the platform partnered with beauty brand Dove to lift time limits. See if there are ways you can listen more to what your customers and prospects want, and make yourself available to them to grow market share. Focus on feature marketing. Looking at the VoC can also reveal what features your brand should market. As in the case with the phone manufacturer potentially having an opportunity to expand market share by focusing on camera performance for smartphones, other brands can similarly look at their reviews and other forms of customer feedback to see which features they can highlight. Having an automated way to parse reviews and understand consumer sentiment not only feeds into R&D but can also be used for quicker pivots during a crisis, such as by doubling down on the existing features that customers say they like. For example, our company’s analysis of the smart TV market finds that some of the most important topics to consumers are assembly and installation. Picture quality is a top topic too, but the variety of important features offers hope for brands that, say, lack the R&D budget to improve technical specs. Instead, brands might be able to quickly invest more resources into providing assembly and installation support, such as sharing guides online and setting up an email help desk if they don’t have one already. Then, that brand can promote this feature of having a great assembly and installation support as a way to win over prospective customers. Be prepared for change. While even some of the top technology companies have experienced challenges during this crisis, being able to listen to your customers and quickly distill their feedback into actionable insights can be a game-changer in terms of getting through a crisis. You can’t necessarily prevent all the challenges that occur during a crisis, but if you know what your customers care about, you can be ready to adapt to changing conditions and provide customers what they’re looking for in any environment. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
e548a67f901047daebcf3ebc4b34b6eb
https://www.forbes.com/sites/forbescommunicationscouncil/2020/07/14/chief-market-officers-own-your-role-and-win/
Chief Market Officers: Own Your Role And Win
Chief Market Officers: Own Your Role And Win CMO of 6sense, generating and closing more opportunities with AI insights & orchestration. Woman-in-the-mirror moments are uncomfortable. I had a big one when, after an eye-opening retreat with women chief marketing officers (CMOs), I dug into how I spent my time as 6sense’s CMO. I analyzed a manic year of activity — blogs, press releases, events and speaking engagements. I poured my soul into it, but was I really leading as I should’ve? Did I own the market and the role, or was I wasting hours on low-impact activities? So, I became a chief market officer. It was a change in both title and behavior, in how to act and lead companies. I had to make this shift, and I believe the CMO profession should make it, too. Put The Market Back In Marketing I’m still responsible for marketing — becoming a chief market officer doesn’t mean shirking my team and functional responsibilities. But I shifted my focus and mindset. CMOs often let day-to-day operations cloud more impactful responsibilities. In the 2020 “The State of B2B Women CMOs” report, Christine Heckart, a CMO turned CEO, noted CMOs are the only executive defined by activity, not expertise. The ‘ing’ at the end of the title automatically signals tactical things. Instead, we must embrace our role as an executive and represent our teams and the market. “To put the ‘market’ back in marketing,” as she says. MORE FOR YOUJack Ma, Chinese Multibillionaire And Founder Of Tech Giant Alibaba, Went Missing After Criticizing China’s GovernmentWhat The New Coronavirus Relief Bill Does For Unemployment InsuranceThe Ridiculousness Of Learning Loss Great news: The shift is happening! Many forward-thinking CEOs have started empowering their CMOs to become the voice of the market. In fact, 83% of global CEOs believe marketing can be a major growth driver. Four Focus Areas For Chief Market Officers The title change and executive empowerment are just the first steps. If we’re representing the voice of the market, we must own that voice and bring all we’ve got. Based on my industry experiences and conversations with brilliant chief market officers, here are four areas I’m focusing on: 1. Strategy A great place to start is the strategic plan. It’s the living plan of how the company will succeed and what it’ll take to get there. I’ve seen CMOs develop high-level plans with objectives and key results (OKRs) galore over a three-year span — tough given most CMOs will be gone before the end of their third year. Consider a shorter timeline for establishing company priorities. Ask yourself questions like: • What are we going to do in a year? In a quarter? • How do those priorities transfer inter-departmentally? • How do we inspire teams? • How will we measure success? • How do we improve our business daily? “Vision and values, methods, obstacles, measures” (V2MOM) is my go-to strategic planning method, as it answers these questions and more. But it’s most important to nail down and tackle your priorities. 2. Customer Insights You’ve got your strategic plan; now it’s time to deepen your company’s understanding of the market. To do that, become an expert in customer insights. It’s difficult to completely understand the customer journey and critical insights when more than 70% of the buying process happens anonymously. And surveys, interviews and journey mapping only get you so far. Technology is your friend here. Use advanced solutions like artificial intelligence (AI) and big data to analyze historical patterns and gain real-time customer insights about your ideal customer profile (ICP), how they’re changing and what that means for your company. Tech also helps you specify which ICP accounts are in-market, what content they consume, critical keywords and their buying team’s makeup. This input focuses your go-to-market engine and strategy, and it provides a living, breathing persona map to tailor your messaging and experience. 3. Category Design This is probably the biggest undertaking CMOs have, as it requires lots of communication and unification across the organization. Without designing our category and providing structure, alignment, repetition and great assets, we instead create a vacuum filled with random stuff. To build structure, I’ve found success by establishing these key elements: • Brand: Understand, document and share what you stand for. Your brand provides consistency even when the product category and point of view change. From your look and feel to how you write and what you invest in, your brand guides your company’s every move. • Category Point Of View: This covers all your product can and will be, including partnerships. It’s the end state of what the market needs. Think of it as designing a house with an unfinished basement: You may not have your dream house today, but you want plans that show what it will be and let you easily build it. • “Marketecture”: The slide stacks and graphics telling the world about your amazing product. It’s not a feature list but rather the critical capabilities needed to get to your promised land. Ideally, new products and enhancements will build upon an established marketecture. 4. Culture CMOs are born and bred for company culture. They rally people around common goals and serve as cheerleaders for the brand, category and company. It makes sense: In the age of the customer, it’s all about how we empower and engage customers. CMOs are already passionate about customer experience, so they should be equally excited about equipping employees to engage customers through amazing experiences. I call this process of customer and employee empowerment the “virtuous cycle.” Culture is the secret sauce to fulfilling the virtuous cycle and creating your movement, and CMOs can foster it. • Communicate with your executive team and rally around one purpose. Ensure everyone gets V2MOM and their role to complete it. • Get sales teams excited about their jobs. Publicly recognize business development representatives who accomplish incredible things. • Be transparent with open doors and accountability. Use communication tech like Slack to publicly express your objectives, achievements and lessons from mistakes. • Live your values and expect others to do the same. I believe showing up in these four areas will help you shift from chief marketing officer to chief market officer. Own your role and empower your company and its people to succeed. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
f16308b35b83c0eb50853c4f6a3bed03
https://www.forbes.com/sites/forbescommunicationscouncil/2020/07/21/five-b2b-saas-marketing-tactics-that-most-organizations-overlook/
Five B2B SaaS Marketing Tactics That Most Organizations Overlook
Five B2B SaaS Marketing Tactics That Most Organizations Overlook Digital marketing consultant at Market 8, specializing in search engine optimization. He is mainly focused on the SaaS industry. Growth-minded SaaS companies need to find strategic ways to stand out online. And while it seems like many marketers tout “the next best thing” when it comes to software-as-a-service (SaaS) marketing, I find that there are a few tactics that are routinely underrated. It’s become all too common to see SaaS companies getting caught up in the “shiny object syndrome” of the latest growth hacks. Although some of these “hacks” can produce results, it’s important to remember the basics. In fact, having stood the test of time, these tactics prove that it’s not always necessary to reinvent the wheel. So here are five marketing strategies that we leverage for our B2B SaaS clients at Market 8 and that I find most software companies ignore — tactics that could be the difference between being overlooked and winning over new customers. 1. Leverage searchability around competitor brand names. With such stark competition in the SaaS space, companies need to find a way to elevate themselves above their competitors. This often means positioning your software against your competitors’ software in a way that acknowledges yours as the superior choice. MORE FOR YOUHow To Get Rich Using These Top 5 Wealth Building Secrets5 Ways Biden’s “American Rescue Plan” Could Help People With DisabilitiesFreewheeling Millennials And Gen-Zers Are Starting A New Side-Hustle Career: Aggressively Trading Stocks Online, Minting Money And Showing Up The Wall Street Pros To get in front of prospects looking for your competitors, you can target your competitors’ branded keywords through Google Ads (or Bing Ads, depending on the market). Then, direct these prospects to a landing page that showcases why your solution is best. What’s great about these landing pages is that they often attract organic traffic, especially if you’ve included comparative keywords such as “Brand A vs. Brand B” in the meta page title and header tags. 2. Fully optimize your review listings. It might seem obvious, but this one is often overlooked. Be sure to claim and optimize your review listings on G2, Capterra and similar directories. This means thoroughly filling out your company description, specifying the categories you do business in, and adding high-quality images and demo videos. Next, you’ll want to make sure you have an ongoing plan in place to collect reviews, especially on the directories that your target audience is routinely browsing. Lastly, address any existing negative reviews in a tactful way to show that your brand values and listens to customer feedback. While doing all of this will most certainly improve your brand’s reputation, it may also improve your search engine optimization (SEO) on and off the directory website. 3. Become more visible in the search engine results page (SERP). Schema markup is a type of code that can be placed on webpages to help search engines better understand what a page is about. This code also allows search engines to display rich snippets in the search results. FAQ markup and AggregateRating markup are two types of structured data that our agency is seeing great results with right now, simply because the click-through rate of these listings goes through the roof. It makes sense — if users are able to get their most important questions answered right away while seeing your company’s glowing reviews, they’ll be more likely to click your listing than your competitor’s. 4. Extract more value out of existing content. Many SaaS firms are so focused on creating new content that they forget about their existing content. To get the most out of what you already have, revisit your blogs, and optimize based on data you find in Google Analytics and Google Search Console. Update, remove or add sections of content, and add a new lead magnet to the page. The same can be done for your important product or service pages. Add power words, modifiers on keywords and conversion-focused long-tail keywords to attract targeted users and convert that traffic into buyers. Highlight your strongest selling points, and add compelling calls to action (CTAs) to entice users to click, buy or subscribe right away. Updating existing content improves user experience, but what it also does is provide “freshness” signals to search engines, improving your rank in search results. 5. Focus new content on customer retention, not just acquisition. Build your content strategy with the goal of retaining users, not just acquiring new ones. It’s a well-known fact that retention is less expensive than acquisition, so why do many SaaS businesses focus on acquisition as a top growth strategy? Having a retention-focused content marketing strategy could set you apart from the vast majority of your competitors. Successful SaaS firms that do this have “learning centers” on their sites, answering every question users could possibly have and addressing any confusion users might have about their products. A great example of a company that does this incredibly well is Ahrefs. Its content acquires new customers, but it also creates product experts out of existing customers, too. These customers go on to be brand advocates who direct even more customers to the software. Conclusion While it may be tempting to chase the next best marketing “hack,” it’s important not to forget the fundamentals. The above B2B SaaS marketing strategies routinely generate amazing results for SaaS companies that implement them on a regular basis. Brand positioning, reputation management and having a retention-focused content marketing strategy are all tactics you can use to increase your online visibility, even in a highly competitive industry. What is your SaaS company doing to stand out in your market? Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
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https://www.forbes.com/sites/forbescommunicationscouncil/2020/07/24/is-smaller-better-in-influencer-marketing/
Is Smaller Better In Influencer Marketing?
Is Smaller Better In Influencer Marketing? Managing Director at TERRITORY Influence, the leading full service influencer marketing agency in Europe and North America getty Influencer marketing is very much in vogue right now. Brands all over the world are starting to include it in their marketing mix; however, many marketers do not know which type of influencers are best for their brands. For this reason, I’ve spent time looking at the types of influencers whom brands collaborate with and how they deliver value to marketing teams. Consumers consciously or unconsciously decide what content is worth paying attention to. Messages that are transmitted through another person, especially someone a user trusts and respects, can have a greater chance of cutting through the ad clutter. This is why brands are increasingly turning to online creators and influencers to share branded messages on their behalf. However, I find that many brands still confuse influence and popularity. Instead of looking at someone’s influence over others, they only look at the number of followers and fans. We at Territory Influence believe that everyone is an influencer and has an influence on someone. Hence, we are looking at the effects different types of influencers have on engaging with and impacting other people. To measure this, it is important to look beyond the number of followers and start analyzing influencer credibility, audience engagement, content quality and the power to drive actions and impact sales. So, it is clear that there’s a variety of factors marketers must consider before starting a collaboration with any influencer, online or offline, to maximize the marketing impact. Based on what I’ve seen these days, celebrity influencers have been used so often by brands looking to promote themselves that some consumers believe they can’t be taken seriously anymore. This creates a problem for brands that are not only looking to create awareness but also impact. Hundreds of thousands, even millions, of followers don’t automatically make a campaign more successful than working with an influencer who has fewer followers. MORE FOR YOUHow To Get Rich Using These Top 5 Wealth Building Secrets5 Ways Biden’s “American Rescue Plan” Could Help People With DisabilitiesFreewheeling Millennials And Gen-Zers Are Starting A New Side-Hustle Career: Aggressively Trading Stocks Online, Minting Money And Showing Up The Wall Street Pros Micro-influencers have established themselves as a new opportunity for marketers to be more relevant to their target audience and send their messages in a more authentic way. What does “micro-influencer” mean? Micro-influencers are people with smaller communities of followers on social media, but those followers are often much more loyal and active than those of influencers with higher numbers of followers. In general, there is an inverse relationship between the number of followers on social media and the engagement percentage rate — the larger the influencer’s following, the lower the percentage of engaged fans. At Territory Influence, we define micro-influencers as people who have built a sizeable community (between 10,000 and 100,000 followers) based on their specific interests and expertise. Based on that expertise and passion for a topic (which could be anything from cooking to travel, from pets to DIY, or from beauty to fashion), their audience is often highly engaged (subscription required) and puts a lot of trust into the content creator. While considered a trusted topic expert, micro-influencers are still personally connected and have established relationships with most of their followers due to the personal touch that larger companies and social celebrities often lack. That’s why micro-influencers, indeed, also have influence over their fans and followers. According to one study, “micro-influencers have up to 22.2 times more ‘buying conversations’ that include product recommendations each week than an average consumer.” Further, “Influencers are more direct in their recommendations with 74% encouraging someone to ‘buy it or try it,’” and “82% of consumers are ‘highly likely’ to follow a recommendation made by a micro-influencer.” Considering these figures, it is critical that people pay closer attention to micro-influencers because they clearly represent specific interests and lifestyles your brand may be looking to reach. At the same time, I’ve also found that micro-influencers are more approachable and relatable. With a smaller yet immensely dedicated fan base, they are keen to listen to and react upon their product recommendations. Yet, micro-influencers are often overlooked by marketing teams and their agency partners when developing influencer marketing and social media campaigns. I believe this is driven by an obsession in marketing to simply focus on reach as the only key performance indicator (KPI) and the complexity involved in scaling up micro-influencer campaigns to reach your target group. Smart marketers are looking beyond the number of social media fans and developing campaigns focusing on marketing impact. Engaging groups of micro-influencers can provide significant sales impact and return on investment. Especially with the tools available today, it’s feasible to set up campaigns with hundreds of micro-influencers who deliver similar online reach as social celebrities, but with higher engagement, more value to your customers and bigger impact. It’s not all about reach — it’s also about relevancy, resonance and real impact. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?