06 January 2020
There’s no denying that we live in a review culture now. Social media started it, and online retailers made it the norm. Often overlooked, this element of word-of-mouth marketing has become one of the most powerful drivers of sales, particularly in the “decision” phase of the buyer’s journey.
23 October 2019
The hand that rocks the cradle, they say … Our mothers’ opinions become ours from a young age and when we’re old enough to have our own opinions, we often still trust that mother knows best. Or, at least she sets the starting point. So, where do today’s Millennial moms go when they need an expert opinion in these hyper-connected days? Where they’ve always gone: Other moms. For millennial moms, using social media as a way to reach out to other moms is second nature. What’s different is that instead of having just a close-knit group of mom friends in the family or the neighborhood, there are now thousands of online groups moms can join based on geography, age, special needs, interests … you name it. Every day, these groups are filled with posts by members, seeking and offering up recommendations on the best service providers, baby products, family-friendly entertainment, travel destinations and more. Millennial moms are particularly likely to trust recommendations of other parents on social media. One survey cited in Forbes showed them significantly more inclined to online referrals than even their Gen X older siblings. And these Millennial Moms control a lot of spending power, with mothers making the purchase decisions in four out of every five dollars spent on household products and services. So, as marketers, how can we make sure these uber-consumers know (and share) the advantages of what we’re offering? We need to be part of their communities, both online and in real life. That means building relationships that foster dialogue, not shouting slogans. That means listening more than you speak. We start by identifying the influencers in the market and reaching out personally to offer them something of value in their own lives. This can be a sample for trial, an experience that they can share with their own network, or even an offer they can share with their online followers and offline communities. It’s important that these interactions are conversations, not monologues. Aside from the opportunity to tell the community about your latest offering or enhancement, it’s a great opportunity to learn more about your customer and their lives. Join their communities by participating in online conversations. Your company and your brand have access to experiences from other consumers and other families that members will find useful. And when it comes to your own product, there can be no better source for how it’s best used or enjoyed. Influencers have a responsibility to their audience. The community gives them a platform. In return, members of that community rely on them to test products, try services and to share information they can use to simplify their own lives. Companies and brands that become trusted members of the community – that contribute more than just self-promotion – are gaining an advantage in earning the business of this Millennial generation. And the next one.
04 September 2019
Amidst these days of digital dominance, it’s rare to find a business that doesn’t understand—and try to capitalize on—the importance of good SEO. In fact, you’ll find that most organizations, regardless of size, agree it’s among the most vital factors for long-term success. And yet there are still some that are missing the mark on having a solid SEO strategy in place. Some without a targeted plan at all. Others who’ve just let it slide a little (or a lot). There are countless experts and articles underlining the tactics, trends and tools that still matter—and more important, that still work. SEO is alive and well, so why would any business push it to the back burner? Or worse, ignore it or table it entirely? It’s a long-term strategy. SEO takes commitment, especially from key stakeholders within a company. When it comes to digital tactics, oftentimes the mindset is to simply deliver instant traffic and hit all the desired key performance indicators. *brushing off hands* “Mission accomplished,” they think. In reality, a strong digital media strategy is more complex than that. Of course, all the paid methods such as Facebook ads, Display and Search provide instant gratification. But the critical connection is the one between your SEO strategy and your marketing efforts—meaning, are they working in conjunction? There’s a wealth of keyword information to be had from just one search campaign … including deeper insight into which keywords are actually driving conversions. It lacks a tangible objective. Crazy as it sounds, there are businesses out there that don’t know what their goals are—or have trouble articulating them in a way that can be capitalized upon. Maybe those goals have changed. Just like with paid campaigns, a business needs to have clear KPIs attached to their SEO efforts. Think about what you want to accomplish from your SEO: Generate more organic leads? Increase the number of people reading your content? Create a better user experience? Secure higher placements? Once those details are identified, a clear SEO strategy can be crafted (or adjusted). It’s overwhelming. Many times, companies just don’t know where to start. They know their business objectives, but maybe not how to translate them into SEO objectives. Or an established business has an old SEO plan that doesn’t seem to be delivering the way it once did. Regardless of SEO experience or history, the best thing to do in these situations is to run a comprehensive SEO site audit. This in-depth assessment can uncover items that need to be addressed, added or fixed in order to ensure your site ranks well in a search—presumably, higher than it was before the audit. It can also improve your site’s overall user experience and increase conversions from other sources of traffic such as Google Ads or social media. Getting Started: The place to start often is with a site audit. Through this process, you and your team will identify opportunities to better align your online presence with your business objectives. Then you can track the metrics you’ll use to measure success. SEO is never a one-off project. It’s a continuing process of responding to your customer preferences and user behavior, and adjusting to changes in both the online and competitive environments.
05 August 2019
Ask most business owners who their customer is and they’ll likely point to demographic characteristics or the different types of media they consume to support their answer. While these data points always are important, they’re just that—data points—without a more intimate understanding of what drives your customer to make a purchase decision, and more important, when she or he is likely to make it. It’s true … we live in a brave new data-driven world that is stunningly (frighteningly?) easy for both ecommerce companies and mass retailers to collect granular details about shopper habits. Data that they can then use to generate insights on their customers’ habits and behavioral attributes. How do you compete with that technology if you’re in one of those businesses where you can’t obtain a deep customer profiles? Or simply don’t have access to that level of in-depth detail? We encounter this data disconnect particularly with consumer or in-home services brands. Accurate information is even harder to come by in categories where the sales cycle is longer or more considered, or when purchases are driven by a specific, perhaps acute, need. This is key—because if you don’t truly know who this customer is, if you’re not targeting the type of customer appropriate for your brand, you risk losing them to a competitor who is. So are these companies destined to be left behind in the data revolution? Not if they use data for what it does best, and trust themselves to continue doing what they’ve already proved they do best. While it’s not easy to create the perfect data model of your customers, there are still ways to better understand them. The right answers start with asking the right questions: • What problem is your customer trying to solve? • What other solutions have they considered (or will they consider)? • What information do they need before choosing? • Where do they get that information? • Do they do their own research, or do they rely on referrals from family, friends or social networks? • Do they simply follow the brand they perceive to be the market leader? • Which customers are selecting your competitors over you, and why are some leaving you altogether? By answering these questions, marketers in less data-rich categories can build a better understanding of their specific customers. Even better, that puts them in a position to target the right customer with the right message—at the right time.
17 February 2017
"Flow" is the mental state creative people when they feel like time flies by while they're effortlessly creating. And it's not just for artists. Interviews with engineers, scientists and even CEOs report that their most successful innovations have happened during a flow state. So how can companies set up their employees to make flow more
26 October 2015
04 June 2014
17 March 2014