5 ways to keep your customers from unsubscribing

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All too often email marketers focus their efforts on acquisition, forgetting that retention is also a major player in growing a valuable email subscriber base. From a single freelancer to global corporations, client equity matters. We know that customers who are subscribed to your email list are more likely to make a purchase from your company, but it’s not as straightforward as simply getting the opt-in box ticked.

Client turnover is the thorn in the side of every e-marketer and runs rampant within the web service industry. While we are always going to acquire temporary subscribers who later chose to withdraw from our databases, we can do a few things to keep them from dropping off like flies.

1. You’re emailing too often

Increased email frequency or too-frequent emails is the number one reason people unsubscribe to email lists. Even those who have willingly agreed to receive your updates can become fatigued with the constant assault on their inbox.

It’s hard to determine a frequency sweet spot as it varies industry to industry, but once you have, try to stick to it. Or better yet, allow your clients to select the frequency of their updates (i.e. once a day, week, month); those on your database will appreciate being given the option and as they are in control of how often they receive your emails, will be less likely to opt out.

2. You’re not emailing enough

Curse you, fickle consumer! Will you never be happy with your update recurrence? Yes, a good frequency is hard to find and, typically, less seems to be more effective; however if emails are too sparse you run the risk of a customer forgetting about you all together.

When you obtain a new subscriber, send them a helpful “welcome” email and follow up again within two to three weeks to keep your business fresh on their mind.

3. Your emails aren’t relevant

Your customers want emails that are personally relevant. Unless your company boasts a niche following, collecting a little data on each subscriber can help you segment your audience more easily. For instance, your male consumer base doesn’t want a bombardment of emails about attending your “Ladies Who Lunch” seminars.

Gathering a little extra information when a subscriber joins your mailing list (gender or age could be a good start) will help you implement a basic filter so each invite or promotion is pertinent to the individual client’s wants or needs.

4. Emails aren’t optimised for mobile

If you haven’t come to grips with the fact that mobile devices are steadily surpassing desktop you are frighteningly behind the times. If your newsletters and email images don’t look good on mobile, there’s a good chance they are going straight to Trash. Content that is difficult to absorb will frustrate your readers and, if the content you send out is consistently a point of dissatisfaction, a customer won’t give opting out a second thought.

If you’re not sure how to format your emails to look good via mobile, work with an email marketing software that provide ready-made, mobile optimised templates.

5. Content is too long, repetitive or boring

Mobile trends suggest people are beginning to expect shorter, more consumable pieces of information. Emails that waffle on don’t feel relevant or useful. Similarly, if you are flogging the same content over and over, you aren’t offering anything useful to your clients, which give them more than enough reason to unsubscribe.

Strip the extra content from your emails and identify a single call to action for each message. If you are sending multiple messages for a single event or promotion, highlight a different feature each time to avoid hounding your clients with the same, mundane content.

If you would like to talk to a pro about how to up your email marketing game, give us a shout! p: 09 950 2140

Digital scientist the new cool cats of marketing

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The traditional marketing and advertising techniques we once knew have drastically transformed in the digital age. Smooth-talking, martini-swilling Mad Men have been unceremoniously uprooted from their bar stools to make way for new cool cats in advertising — digital scientists and engineers who are developing new technologies to perfect our digitally driven ads.

While we haven’t completely forgone measures to emotionally connect consumers to a brand, it is no longer our driving force. Today’s strategies are about Big Data and innovation. Through accurate collection and proper analysis, this information enables us to pinpoint our audience demographics and deliver highly targeted ads which directly speak to individual wants and needs. While it may sound a bit hard-nosed, the truth of the matter is this: campaigns today must now be completely immersed in digital strategy or run the high risk of being overlooked.

It is probably unnecessary to say, then, that evolving your brand with the latest online marketing trends is vital to your business. Let’s explore some predictions for what the top digital stratagems will be in 2014.

1. Content Marketing — It’s More Important Than Ever

You may be thinking that content has always been an important part of marketing strategies, and you’d be right if you are. But the ‘what and how’ we are presenting our content is changing and will be more crucial than ever in the next year(s). As inbound marketing strategies are steadily overtaking more antiquated outbound forms, it is important to focus on producing valuable, engaging content designed for specific, target audiences. After all, one of the main ways a brand is able to establish authority and trustworthiness with consumers is by regularly producing valuable content through a variety of different outlets. Some of the most effective channels for B2B companies are: social media, company blog posts/articles, case studies and eNewsletters.

And lest we forget, always make your website accessible from mobile devices. Whether you create an alternate mobile-friendly version or utilise responsive web design, it has to be done. There are seven billion people in this world and six billion of them have smart phones — that’s a pretty big audience that you won’t be reaching.

2. Social Media Marketing Will Require More Diversity

Facebook, LinkedIn and Twitter are still the head honchos of social media, but sites like Pintrest, Google+ and Instagram (to name a few) are surging in popularity, thus providing businesses with a wider array of options to produce unique and engaging content. By branching out and experimenting with multiple networks, businesses will be able to build their audiences across more channels and acquire higher recognition rates, building brand equity.

3. Ad Remarketing Will Grow in Efficiency

To sum up remarketing, it is a strategy that works by utilising browser cookies to track the websites consumers visit. If a viewer leaves your site without converting (only 2% of web traffic convert within the first visit), the product or service will be shown to them again in advertisements across other websites they subsequently visit. It is basically a friendly reminder to the non-converted, keeping the brand front of mind and increasing overall conversion rate.

4. SEO & Social Signals Will Become More Intertwined

Since the aim of Google and search engines like it is to provide users with the highest quality and most relevant content possible, it is no surprise that social shares (likes, shares, tweets, etc) will start playing a bigger factor in SEO. They theory is that the more social shares a blog post or article has, the higher quality it is likely to be. Social shares also serve as a kind of trust signal for visitors to a landing page. If viewers see that a page has a high number or shares, they can only assume that there is something of value there. Many businesses are harnessing this power of social influence by installing social share plugins and encouraging viewers to share content with their social media circles.

5. Websites to Take a Turn Towards Minimalism

In 2014 we will see marketers answer a shift in customer preference by offering content that is quick and easy to digest as opposed to text-laden, in-depth messages. Brands will not only begin to tone down their messages so as not to overwhelm customers, but begin featuring content with well-placed images, infographics, etc to break up content and help emphasise key points.

 

While it may seem like consumers could not possibly be more connected than they already are, the truth is, we are becoming increasingly more conscious, hip, knowledgeable, by the second and it’s not waning any time in the foreseeable future.

If you are looking to fine-tune your website and want some expert advice, contact our Digital Manager, Veronica Nobbs:veronica@b2bpartners.nz

The psychology of marketing: influence and the power of persuasion

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In recent blog posts we’ve explored several tactical methods for improving conversions rates,and while these practices certainly have proven benefits, we can’t focus all our energies on traffic-generating strategies. A key component of a great inbound marketer is the ability to understand the science behind what drives a consumer during the buying process.

Integrating behaviourism into your marketing strategy is a fail-safe way to increase your conversion rate and boost your web sales. Understanding the key psychological principles behind consumer behaviour can mean the difference between good content and persuasive content, which will better influence target audiences and allow them identify with a product or service.

Dr Robert B. Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University and best known for his book, Influence: The Psychology of Persuasion in which he famously lists his “Six Principles of Influence.” Despite being published in 1984, the book’s foundations remain steadfast and relevant even as the digital marketing world evolves.

Cialdini’s Six Principles of Influence:

1. Reciprocity

The theory of reciprocity is that people generally strive to return favours, pay back debts and treat others in reflection of how they have been treated. Customers respond well when they are given something for free without being asked for anything upfront, hence the prevalence of free samples in marketing.

Action: From a digital perspective, evaluate what you have to offer (whitepapers, samples, free features, etc) and present it at no cost to your viewer. This small “gift” will generate a feeling of obligation with your audience who, as a result, will be more willing to concede their business.

2. Commitment

We, as humans, have an inherent need to be seen as consistent. Delivering on a promise is congruent with our self image, meaning that we want to see ourselves as an individual who stays true to his word. Once we have publicly committed to something or someone, we are much more likely to follow through with it.

Action: Havepotential customersmake a preliminary public commitment. Perhaps, before they receive an offer or sample, the consumer must share their pledge or support to your brand on one of his or her social networking sites.

Another option could be the length of a commitment. If you are a company who collects customers through memberships, consider lowering prices or offering rewards to customers who sign up for six months instead of three. The longer the commitment, the harder it will be for a customer to churn.

3. Social Proof

Social proof is apsychological phenomenon where people assume the actions of others in an attempt to reflect the appropriate behaviour in a given situation. For example, if everyone in the office is working late, we will be more inclined to stay late too. Social proof is a type of conformity; we are particularly susceptible to this principle when feeling uncertain and are even more likely to be influenced if the person we are modelling our actions after appear to be similar to us.

Action: The power of social proof can drastically improve conversion rates of a website, and the best part: there are several ways to incorporate it. Testimonials, reviews, feedback and social widgets (i.e. shares, likes, tweets) allow potential customers to be influenced by the opinions of the masses.

4. Authority

People have a tendency to obey those in positions of authority — a police officer, professor, government official.  This is why the most influential type of spokesperson is the Credible Communicator. This person is an expert in his or her field and demonstrates two key traits: knowledge and trustworthiness.

Action: If you have the ability to employ an expert as your spokesperson or communicator, do so. (For example, we often see pharmaceutical companies invite doctors or medical professionals to front their campaigns.) Or position yourself to be an expert by soliciting reviews from satisfied customers, bloggers or even friends and family.

Additionally, you can develop brand trustworthiness by saving your most compelling argument after you have mentioned a weakness. By admitting to a shortcoming, your viewers will see your brand as fair, honest and relateable.

5. Liking

According to Cialdini, “liking” someone is extremely meaningful as it affects the chance of being influenced by that individual. Liking someone is usually based on sharing something akin, whether that is a personality trait, goal, or value. Highlighting the parallels in you and your audience’s relationship is an effective way to further improve conversions.

Action: “About Us” or “Our Mission” pages serve as an opportunity to tell potential buyers about yourself/company and promote the similarities you share.

6. Scarcity

Perceived scarcity will generate demand as people tend tocrave more of something unavailable to them. The simple idea that something may be limited will alone spur action. For instance, we may purchase something immediately if we are told it is that last one, ensuring we do not miss the opportunity later on.

Action: Scarcity language is an important catalyst when persuading a viewer to take action.  “Only 2 Left at This Price” or “Offer ends in (x) hours” are examples of phrases that focus on the rarity of the offer and encourage buyers to act with a greater sense of urgency. TryA/B Testingyour landing pages to see which phrases promote more conversions.

 

Cialdini’s principles are paramount when you are looking to influence and persuade others. These truthsgive insight on howreach your audience on a deeper, emotional level and encourage them tofollow throughwith a desired action. It is important to be responsible with this strategy; if a customer feels they have been misled you’ll lose not only their business but run the risk of losing new business through bad reviews and feedback. Always use these principles honestly and ethically without misrepresentation.

Have you applied any ofthese sixprinciples of influence in your marketing strategies? Have you used any other physiological methods to improve your conversion rate? If so, leave a comment below and tell us how it worked for you!

Why video content is the future of marketing

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While it may be overused, the old adage, “content is king,” still rings true — perhaps more so than ever. According to eMarketer, a total of $118.4 billion has been spent on content marketing in 2013 alone and, as we allocate more and more of our budget towards content, we must contemplate new ways to keep the information we produce fresh and engaging.

Many marketers are seeing video as a prominent player in the future of content marketing — it’s a quick, consumable and provides a creative way to tell a story or communicate ideas without exhausting an audience. It can offer a refreshing, laid-back alternative to the large quantities of text we consume on a daily basis, not to mention it’s likely your competitors have not implemented video into their marketing strategy yet, giving you an advantageous leg up.

Traditionally, video content has been very difficult to measure and analyse, making it impossible to justify via ROI. But with new advancements in video content analytics, you can see who is watching your video, for how long, what parts are being skipped and what parts are being re-watched.

Once you decide that video content marketing is the right move for your company, how do you implement it successfully? Here are a few tips to make video as engaging, compelling and cost-effective as possible.

1. Don’t Break the Bank

You don’t need to throw your entire budget into one, high-production video to bait followers. Make your video part of a wider content marketing campaign that aims to generate ongoing, sustainable outcomes. Over time, when/if your goal changes, you will have the funds to be able to produce additional videos to meet your evolving needs. It is also important to note that it is unlikely at best that your video will be completely optimal your first attempt. If you make a pig’s ear of the first one, your economical approach will allow for changes and improvements to be made withinyour remaining budget.

2. Make Use of What You Have

Have any of your company members spoken at an industry event? Been on TV? Maybe you’ve filmed some product testing or development in the past? If so, there is a good possibility you’ve got some compelling footage already on hand. And if there is still not enough to put together an engaging video package, there are plenty of inexpensive ways to generate content that will give your customers an inside look into your business (think staff interviews and office tours). A tight budget doesn’t have to stop you from putting together a great video that connects with your audience.

3. Leverage Events

Holding events provides you with an abundance of subject matter for video footage. The key is to be resourceful and creative; use these opportunities to collect a wealth of content in one go. Interviews with international staff who would otherwise be unavailable, visiting speakers at the event as well as your own company speakers can all be accessed in one location! Now would also be a prime opportunity to gather some time-lapse footage depicting the buzz generated from your product or service at the event in question.

4. Assure Your Video Works Across Mobile Platforms

As more and more people access content on the move via iPads, tablets, and smartphones, it’s important to be sure your videos are optimally displayed when viewed from mobile devices. When choosing your distribution channels, make sure that at least one is properly formatted for responsive design and will support video playback on a variety of devices (remember: Flash is not accessible from iPhones/iPad).

5. Make it Interactive

There are tools that are now allowing for more consumer interaction within video. Dynamic content and maps as well as an ability to ask for responses within a video’s frame are just a few of the new capabilities available. Mozilla’s Popcorn is a good tool to look into to and find out more about video interaction.

The opportunity for your brand to creatively engage with its audience is constantly progressing and expanding. Video has undoubtedly shown a vast upward trend in the past two years alone and the best part is there is no one way to incorporate it into your marketing strategy. Whether you are a multi-million dollar brand or a mom and pop shop, video can be business and budget friendly.

If you think your business is ready to introduce video into your marketing strategy, contact our Managing Director, Steve Ballantyne. p: 09 950 2140

Optimise your website through the science of A/B Testing

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A/B tests can be a valuable component to any brand’s marketing strategy — when used properly. Not only does it provide insight into your target audience, but will yield better conversion rates and ultimately, improve sales. A/B testing takes the guesswork out of website optimisation and provides measureable data to validate whether or not any new change or addition will improve a website. And while this practice is becoming more commonplace, many still don’t incorporate it into their strategy. Whether you don’t understand what A/B testing is, are unsure of the benefits it can have for your company or believe you are an omniscient, marketing god among us (blasphemer!), it might be time that someone took you back to school.

A/B testing belongs to a category of Scientific Optimisation techniques in which statistics are used to increase the odds that your site-visitors see the best performing version of a page possible. Now before I scare you off, this is a pretty basic method of testing. Take a trip down memory lane to your “Introduction to Science” class. Remember the experiment where you tested various substances on plants to see which best supported their growth? Each was subjected to a different condition apart from one (the control), which had no additives, and, in the end, the difference in height proved which substance, if any, performed the best.

A/B testing (often called split-testing) is very similar. You have two designs of a website, A and B. Let’s say website A is the original version, or the control. Website B is then created and the two are split amongst your website traffic and their performance is then measured using whatever metrics you care about (conversion rate, sales, bounce rate, etc.). Whichever version rates the highest in the end, becomes the new control.

 

Seems easy, but it is still possible to oversimplify a simple concept. If you are creating two pages to test and, for example, only change the colour of the heading, button or the title text of one, you are not capitalising on all the benefits split testing has to offer. Chris Lema of Emphasys Software helps to put the theory of A/B testing into perspective, “The best way to create alternative designs is to create alternative theories of the prospect, which is why I think of split testing as hypotheses testing.”

 

Imagine you are designing a landing page for a cruise line. You might have a few different hypotheses about how to attract a potential client:

 

1. The client cares most about price. They want a deal.

2. The client cares most about destination. They’re looking for something exotic.

3. The client can only travel at a specific time and wants to know what is available.

 

Three different landing pages are designed based on each hypothesis. One highlighting deals or promotions on offer, one showcasing distant and exotic ports of call and one focused around an active calendar displaying what packages are available and when. Now we split these page variations amongst your website traffic which will show the percentage of conversions garnered from each one. Based on the results derived from your experiment, you can easily pick the optimal page to launch with.

So you see, A/B testing can be incredibly profitable for any company or business. You can use split testing on websites, or email campaigns to increase product sales, generate more leads or ensure your audience solves their technical support issues faster. Class dismissed!

If you are looking to fine-tune your website and want some expert advice, contact us! p: 09 950 2140

5 ways to score more LinkedIn followers

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With over 2 million companies registered within their database (including all Fortune 500 corporations), it’s no real revelation that LinkedIn can be a powerful tool in the B2B world. A company profile allows you to build your professional network via the influence of social media and being top of your class is certainly beneficial to your brand. Procuring company followers increases your business’s visibility as your updates will be seen throughout the LinkedIn community, attracting your target audience.So how do you acquire a bunch of LinkedIn groupies? While there is no exact formula to catapult you into the upper echelons of LinkedIn stardom overnight, there are certainly some helpful practices to enhance your company page.

1. All in the Family

Your friends and family are your biggest fans, so use your real life community to help develop your social media channels. When you start using a new platform, invite these people to connect with the page first. This will help you to build a decent foundation to start attracting new followers.

2. Share and Share Alike

You can use your already existing social media communities to draw attention to your LinkedIn page. Share your business via Facebook or Twitter, all of these forums should be used in conjunction with each other to yield the best results. You can do this in corporate forms of communication (email, newsletters, advertisement) as well, just remember to make it compelling. Include information you will make available to followers: promotions, articles, event, etc.

Following other companies’ pages is a good tactic as well. Showing a bit of sportsmanship and camaraderie will no doubt earn respect from your peers as well as gather some reciprocated follows along the way.

3. A Matter of Substance

Since most everyone is on LinkedIn for career purposes, use this opportunity to increase exposure for your products or services. Share engaging, original content that is applicable in your followers’ everyday life. Workplace tips or career advice is always relevant and, if you are having trouble coming up with content, consider using personal experiences. Chances are you are not the only one to encounter a business problem — share how you resolved a difficult matter with others who may be having issues in a similar situation.

Once you add new content, make sure to share it across your other social media platforms; it will increase the likelihood of people finding your LinkedIn content.

4. Consistence Beats Resistance

Post new content often to keep viewers interested and coming back to your page. Perhaps set aside one day a week (or more) to publish new information or advice. This will force you to keep your content timely and relevant.

5. Top Jocks Need Their Lackeys

Just kidding. You’re employees are not your lackeys. But getting staff members involved and backing your company is advantageous for everyone involved. First, encourage anyone who does not have a LinkedIn page to create one and list your company as their current employer. You company logo will then show up on their profile and will click through to your company page. You employees can then “like” and share status updates from your company page. Remember: more views = more brand recognition = more followers.

As I previously mentioned, overnight popularity isn’t something to realistically strive for. But begin putting the groundwork in early. You may be pretty green at the start, but a little networking and a bit of swagger will ensure you’re the one being crowned king of the LinkedIn prom.

If you feel that your LinkedIn profile could use a bit of a boost, we’re here to lend a helping hand. Contact our Digital Manager, Veronica Nobbs: veronica@b2bpartners.nz

The sales process has been hacked by the internet

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Sales effectiveness and productivity are critical in today’s business world, but there’s not a competitive business today that isn’t trying to grapple with the way the internet has redefined the classic 5-step sales process — engage a customer, qualify the customer, make a proposal, close the sale and follow up.

In the past, customers who needed a product would call in directly, or via an agent or broker. That call then set the sales process in motion. Or, a sales person would pick up on a lead and make a cold call to activate the first step. However, the harsh reality is that the internet has all but gutted that process.

Definitive evidence comes from new research from CEB and Google http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html that shows that customers are 57% of the way through the sales process before they ever contact a sales rep. That’s because they are looking at your business information online, sifting through a smorgasbord of information and are veritable experts before they even call in.

Customersresearch your company, your products, and pricing. They look at your competitors, and analyse your perceived strengths and weaknesses. They check online testimonials and reviews (good and bad), post questions on forums and ask their friend’s friends about you. They may even go to your social media pages and finally make a decision based on what their ‘gut’ tells them about the way you ‘feel’ on Facebook and Twitter.

This is the reality that businesses face today. With this change in sales process, a company has to adjust its marketing and sales strategy. You have to be available and accessible to customers where they are online. Your online presence must engage with customers and communicate the value you can add to their businesses. As a result, relevant content will continue to rule and escalate in value, especially content related to consideration and purchase drivers.

You need a strong, and ideally, all pervasive digital and internet presence to make it easy for customers to get information on your product or service. You have to consider and examine the full range of content that your organization is producing. Weigh up video, testimonials, blog posts, articles and white papers against their relevance, newsworthiness, insightfulness, clarity, and professionalism. This is a continuous process, and your businesses must analyse and improve online communications, content and accessibility with fastidious regularity.

And if that sounds complicated, that’s only one side of the equation. Increasingly, there is an equally important online aspect that goes hand-in-hand with everything else — online monitoring. Companies today must employ effective tracking and analytics to keep abreast of their Internet ‘buzz’ and avoid potential disasters. A single negative post on Facebook, Twitter or a blog can reach millions of potential customers in an instant.

In fact, some organisations consider this critically important to the way they manage their business. It’s a small wonder that a multinational like Nestlé now has a dedicated Digital Acceleration Team http://www.reuters.com/article/2012/10/26/us-nestle-online-water-idUSBRE89P07S20121026 , continually monitoring conversations about its products on social media.

Ultimately it may seem like confusing rocket science, but it’s really simple. Your website content should be well written, insightful, informative and up to date. Your blog should have regular updates, as should Facebook and Twitter. But perhaps most important of all, you have to ensure that your online reputation is what it should be. If someone did nothing but check you out online, would they decide to choose your business?

Dispelling the myths of B2B and social media

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Despite social media creating a sticky hive of internet activity, many marketers still discount its effects on B2B buyers. Which is great news – for their competitors.

While other B2B marketers stay out of the social media playground, this gives your company a massive edge.

According to a 2012 report by Social Media Examiner, spending just six hours on social media a week gives your B2B brand 59 percent better visibility in search engines. With 92 percent of buyers starting the B2B purchase cycle with an online search, being easily found offers an undeniable advantage.

And that’s just fringe benefits. With the right approach, B2B businesses can use social media to create awareness, engage buyers, speed up the sales process and build a powerful brand, all at a very low cost.

Yet there’s a pervasive misconception that social media only benefits consumer brands. There’s a plethora of examples of great B2C social media campaigns, while B2B successes get little coverage. However, this doesn’t mean that they don’t exist.

B2B shipping giant, Maersk Line, garnered 650,000 fans on Facebook and a record-high engagement score in its first year in social media. In 2012, it won ‘Social Media Campaign of the Year’ and ‘Community Presence’ at the European Digital Awards in Berlin, beating out popular consumer brands like Red Bull, Converse and McDonald’s with itsunique approach to social media.

B2B networking company, Cisco, developed amulti-faceted campaign entirely leveraging social mediato promote one of the most effective product launches in the company’s history, while shaving six figures off the cost!

Both companies took very different approaches, yet they have something in common. They both gave their audiences something entertaining, without asking for anything in return.

Jonathan Wichmann, Maersk Line’s head of social media, explains: “Social media are about communication, not marketing. It is about engaging, not disseminating.”

It’s no wonder that many marketers find social media a tough beast to tame. If it looks, acts or smells like marketing, it doesn’t belong in social media. Any whiff of a sales pitch, and you’ll lose eyes. Social media is one of the worst places to try and connect to buyers by touting your company’s abilities. That is what your website is for.

Before you can craft an effective strategy, you need to understand why social media is so popular. Many companies’ plans err due to a common misnomer: people are there to connect. They’re not.

We’ve all been on Facebook, we’ve all seen what it’s used for. People post flattering photos of themselves, their offspring, wild parties, exotic vacations or whatever reinforces how they want to be perceived.

LinkedIn follows a similar pattern, with a business focus. Profiles are carefully self-crafted to present a favourable portrait. This is as much to attract job offers as to express status, and clarify our identities.

In an era that coined the term ‘identity crisis’, social media gives people a platform to create and showcase their identity to friends, colleagues, family, and most importantly – themselves.

Therefore, people take online brand alliances seriously, whether consciously or not. Every  ‘like’, and link they share is a thread in the fabric of their identity.

Most companies believe that by creating a profile about themselves, they will connect with buyers.

However, in social media, that’s the wrong approach. Instead, you need to think about what your brand says about your buyers. What will liking your company say about them as an individual?

Shama Kabani, founder and CEO of The Marketing Zen Group, suggests seeing your brand as a mirror. “For a business, what matters most is not what your brand says about you — it’s what your brand says about the people you want to interact with. The heart of building a community, whether you’re a B2B or a B2C, is recognising what that community cares about. It’s not manipulative, it’s not sneaky — it’s the most authentic way to brand your business and grow a following online.”

The more time you spend online, listening to your target market, talking to them, and finding out what matters to them, at business leveland beyond, the more easily the pieces of a great campaign will fall into place.

 

How kitty pictures improve productivity

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According to a team of Japanese researchers, just looking at this picture will make you more productive.

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As well as stirring warm, happy feelings, and taking the internet by storm, photos of cute little kittens and puppies actually make us more productive at work.

A new study by Hiroshima University has revealed that our accuracy, speed and performance when completing detailed tasks improves after viewing images of baby animals.

The reason? Cute creatures, with their big eyes and large heads, resemble human babies, triggering instinctive care-giving impulses that make us more alert and focused.

So instead of having that mid-afternoon coffee, maybe google “baby chimpanzee“ instead.

10 marketing resolutions for 2013

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10 marketing resolutions for 2013

1. Get closer to your customers and end-users. Use surveys, join discussion groups online, and spend time with them in person.
2. Utilise your customer insights and data to personalise your marketing as much as possible.
3. Create a consistent brand experience for your customers from your website to your packaging, and your call centre to your marketing communications.
4. Define and nurture your company's culture, in line with number 3. Live and breathe your brand.
5. Incorporate mobile strategies into your marketing mix. More than 75% of the world already has access to a second screen, and that figure's set to hit 90% in 2013!
6. Develop an App that's helpful, valuable or fun for your customers.
7. Regularly produce fresh digital content that's genuinely useful and engaging.
8. Create an active presence in social media. Nominate someone to be your company's voice and set up google alerts for your brand names, so you can join the dialogue with customers.
9. Don't let the battle to win new customers overshadow the ones you already have. Loyalties are fragile in the wake of the recession, so make them feel valued, and turn them into ambassadors for your brand.
10. Don't forget there's more to marketing than online only! Maximise the impact of your marketing by utilising a variety of tangible, interactive pieces that link on and offline.